Every aspect that you present to the public should be in sync with the film’s vision, so you make sure that all outputs—whether a still or a blow-up or a font or a design—represent something about the film. It is a way of knowing what the film is all about. It’s a slice of the whole product. That’s the only way you can have a cohesive product. If you are a film viewer, the first thing you notice is the title and the next thing is the first visual that you see. Whether or not you consciously observe the titles and the designs and the font, it makes an impact. That’s why some posters become
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