Our week three assignment for  "Comm Lab: Visual Language" was to redesign an airline ticket, keeping all of the same graphic and textual elements, with an eye to typography and to information hierarchy.


My Redesign

Design Strategies I Used

  • Simplify phrases to save space - e.g. "Gate", not "Departure Gate."
  • Use all-caps sparingly - saves space and increases readability.
  • All typography Franklin Gothic - very easy-to-read, simple-looking sans serif typeface.
  • Boxes around the few most important elements for the passenger - departure time, gate, seat, flight number.
  • Use red, and contrast of red next to blue, to emphasis most important elements. Exception: used red for "Subject to Change" to ensure the passenger doesn't overlook the disclaimer. The disclaimer isn't a key piece of information, so it shouldn't take up lots of space. Red text draws the eyes even though the font is small.
  • Consistency of color scheme: Blue for labels, black or red for values. E.g. blue "Class," black "L Main."

I arranged elements with an eye to who was using the design. In particular, the passenger uses the whole ticket until she boards, at which point she uses only the stub on the right. After the passenger has boarded, a Delta employee might use the left side of the ticket to get information about the passenger.

So, on the limited space of the stub I put only information the passenger would need after boarding, or when saving the stub for later reference. Hence, I leave out the boarding time, the gate, and lots of information that would only mean anything to a Delta employee. I included "DL4014637690" on both sides, since I assumed this was a unique ticket number that could later link the ticket and the stub if need be. All the other information on the stub should be meaningful to the passenger.

On the ticket side, I arranged elements with an eye to a Delta employee reading the ticket. Hence, information about the passenger is grouped together below the passengers name, and information about the flight is grouped together below the flight number.

For information that had to be repeated across both the ticket and the stub, I used abbreviation or smaller font size when the information would be less important to the person using it. For instance, the passenger's name is very large on the ticket for the employee to read, but the passenger already knows her name, so it is small on the stub. Or, the zone and seat number are small on the ticket, since it is the passenger who needs to see them in large font when trying to find her seat. A small related detail is that the BCN, which I assumed stands for "Bag Check Number" since it is always shown next to the number of bags, is just labeled "BCN" for the Delta employee, who should know what it means, but the abbreviation is expanded for the passenger.