Typeface fail

 I came across this picture when looking at different typefaces successes and failures and I found this one from the Arthur's Fresh Juice Company. They choose and interesting typeface for their "Pom Plus" juice bottle. I find it hard to not to see it to say something else. The "m" looks like an "rn". Even in this typeface as well as many others this is a very easy to have this happen.  In the article "What Technical Writing Students Should Know About Typeface Personality" by Jo Mackiewicz there are techniques that could of help in this confusion by Arthur's. 

 While Arthur's is trying to give their juice character with their typeface choice, they are sacrificing readability and in this case appropriateness (in many different ways). 

 In the article Mackiewicz quotes Tracy in the definition of Legibility is that the quality of the text being "decipherable" and "recognizable." When trying to decipher what the Pom Plus juice bottle say it is recognized as saying Porn Plus. This is due to the fact that they have chosen a scripted typeface all of the letters are bonded together. This doesn't help the reader in differentiating between each of the letters. This type face is deemed inappropriate because it is not decipherable or recognizable. It is also (in a more literal sense) inappropriate for the attended audience because juice smoothies typically have nothing to do with pornography. 
Arthurs has since fixed the problem by changing from the scripted typeface to a more spaced out font. They also spelled out pomegranate instead of leaving it abbreviated as pom. So we can all feel safe bringing out our children to the local grocers now that all is well and appropriate in the juice isle. 

   











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