- Readability

- Capital Letters

Capital letters should never be used for lengthy texts as they do not take on recognizable shapes. They force the reader to spell and often make him unwilling to read the text at all.

The entire advertisement consists of capital letters. At the bottom they appear in an extremely narrow print. The movie poster has obviously been scaled down to such an extent that the bottom part is almost unreadable.
It is much better to avoid narrow typeface and to use only few capital letters.

The main headline in this advertisement has been printed in capital letters. The background consists of a photo showing the model of an urban settlement. The combination of capital letters and a restless background make the advertisement unreadable.
It would be better to separate headline and picture instead of letting them overlap.