VANCOUVER—For Sung Creative, the Quitnow.ca anti-smoking site it created for Context Research and the B.C. Lung Association had to have a clean, visually appealing look. “We wanted to provide a lot of information and interactive tools to assist people in quitting smoking without overwhelming them,” says Sung Van, creative director and principal. “We chose to have plenty of visuals of people - people like them who want to quit or have quit smoking.”


The entire project took about four months from beginning to going live, says Van. It uses colours which would not be associated with smoking. “Cyan was chosen as the main colour to evoke a clean and fresh feeling - the opposite of grey and other colours associated with smoking,” he says. “Blue has a calming effect and is associated with tranquility. Cyan is hopeful and has a contemporary feel. We chose green as a secondary colour because of its association with health.”

Only two fonts are used throughout the site to avoid a busy, cluttered look. Arial is used for the body copy and Georgia for the headers. “Legibility is key on the web and Arial is very readable,” says Van. “Georgia is a serif font that has a softer, friendly feel. We used a serif and sans serif to balance each other.” Contact: Quitnow.ca, Sungcreative.com