Public Information Video/Research

In this public information video, the intended message is to warn the public of Britain, namely youths, the dangers of high voltage pylons. Another message was to warn the public not to do activities near the pylons because of what it might lead to.

The key facts within the video is that pylons contain high voltage, they can kill you and people need to be more aware of the dangers of pylons and electricity. The more knowledgeable they are about pylons and electricity, the less likely they are to injure themselves like shown in the video.

The tone of voice is formal and somber. It is to clearly communicate the dangers of pylons and foolishness of the person climbing it. By having a formal tone, it relays the message as being a serious one that will be more successful in communicating its message towards the audience.

The target audience of this video is clearly aimed for the younger generation as the actors were young and the activity, kite flying, is mainly done by young people. Through these aspects the video can communicate the dangers of pylons better as it more relatable to the target audience.

Studio Brief 01 - Review and feedback

After experimenting with the placement of the flora and colour combinations I've placed the signage onto context as it serves as a better base for me to choose which colour combination works best for Tropical World's environment. The green combination is more effective overall because it lends itself better associating itself with the word Tropical and the flora that is present within the zoo. Furthermore when seeing the signs in context the colour combination doesn't jump out at the reader as much as the orange/purple combination. And even though I mentioned that the signage should grab the readers attention because of the current failure that the signage is doing now, the signage should guide the visitor along the paths instead of commanding them where to go. With this colour combination I aim to create a more immersive experience that seeks to take the word tropical and extend it as far as possible within the zoo's identity. 

The different colour codes and flora used within the signage reflect the different areas in the zoo. By implementing these choices it keeps in line with creating an immersive experience for the visitor as well as creating a visual identifier.  

From a feedback standpoint, there was a general consensus that that the signs were effective in appealing to a younger audience. The brighter colours and floral overlay help catch their attention better and incorporate the aspect of fun within the tagline. However there were concerns on how these signs were going to be placed onto the surfaces. From the mock ups I displayed, the signs simply looked placed on without any consideration for how they were going to be fixed. Were the signs supposed to be permanent fixtures or could they be interchangeable like the signage used in LCC? And from these mock ups there were comments that existing shapes of the signage were rather static in its form. It did not add to the engagement that the addition of the floral bring to the signs. To combat this issue I aim to take from the lessons learned in Olympic pictogram Study Task, incorporating dynamism into my signs by altering the shape. Taking inspiration from the pictograms of the 2016 Rio Olympics, the shapes have dynamism because of the oval which have a distinctive sharp apex that hints at a direction. This design cue can be used within my sign design to further give direction apart from the arrow on the sign. Furthermore this redesign is softer and more playful to the reader which appeals to the younger audience of Tropical World more effectively.

My signage designs are digitally rendered because I intend for these designs to be done on plastic. The plastic allows for the colour to be represented as true to the computer because of the way plastic is able to be made. This is significant because of my specific colour choices in my aims to engage and guide the visitor throughout the zoo. The material allows for easy cleaning as well due to the zoo being partially outdoors and possibly becoming dirty from the animals. By making it plastic it makes the signage child friendly in that it's less harmful if they were to interact with it as compared to if I opted for a metal signage, like that of in the Amazon tank area. The signage is also less likely to reflect light get the way metal does which blocks the view of the message from the reader, retaining the legibility of the signage.

Studio Brief 01 - Visiting the Singapore Zoo

Following on the secondary research made on the Singapore Zoo, I went there myself to take notice of the signage used within the environment. 

Based on the signage I saw, the Singapore Zoo uses a wide range of layouts and materials used for describing the enclosures. It differs from enclosure to enclosure and has design cues that are representative of the animals origin.

With the koala exhibit, the signage followed an aboriginal art direction which is appropriate for the koala being an Australian native.

The signage shapes were also done creatively, with it being done in a boomerang. 

With this enclosure, the sign draw hints to stereotypical African tribal art art form with the colour choices and "hand painted" patterns and illustrations.

Some signage incorporated the enclosures design into the display. This makes the signage blend into the environment better and become more of a hint of information rather than forcefully informing the reader with loud layouts and colours. 

With the komodo dragon enclosure, they made the signs take on a form of comic book style in order to effectively engage with a younger audience. Making the information come through as a story with childlike illustrations and injected humour.  

What is key about the signage is the placement. The signs are placed relatively low on the ground, making it accessible for the younger audience. This is unlike the signage used in Tropical World where most of the signage is placed quite high, far from the view of the children's eyes. 

Also what I noticed was the language used in the signs. Puns like A Swinging Good Time add humour to the signs, catching the readers attention and make learning about the animals less dry and more enjoyable. This aspect could be taken into consideration when designing the signage for Tropical World as the target audience are the same. 

 

Another form of signage that was effective was the life size 3D variations. These presented information within the animals body shape and was overall an interactive experience for both the audience. Because the signs are "real" it provides an opportunity for the child to interact with the signs as well as a photo opportunity. Tropical World could have this within the zoo to help get the children more excited and overall create a more immersive experience. 

Overall despite the many forms of signage the Singapore Zoo use for each enclosure, it remains unique to each one, playing on the animals origin and enclosure's design. Furthermore, the language used within the signage is more appropriate for their target audience. The lighthearted tone of voice makes learning about the animals more enjoyable and easy to understand for the children. These aspects in terms of signage can be taken on board when re-designing Tropical Worlds signage.

In terms of wayfinding, there was only the map leaflet and the occasional signs that directed the person along. Due to the nature of the establishment, Singapore Zoo wants you to explore the area rather than tell the person where to go, it gives the audience a sense of adventure that is fitting with the environment the zoo is in. The importance of the leaflet is that it gives the reader an entire overview of the zoo and the range of animals they can visit. 

Studio Brief 01 - How Do You Read? - Justified Magazine

Following the observations made in Study Task 04 on Figure and Ground, Justified Magazine is a good candidate for the basis of understanding the relationship between figure and white space, due to the amount of photographs showcased within the publication.

In these two pages, multiple pictures are displayed on each page in order to showcase the photographers within the magazine. Despite this going against Vignelli's principles of sequence, the number of images used here are appropriate for the intended use. The images are placed in a similar order on both pages with the intention to let the reader know the type of pictures each photographer showcases. And going through the magazine, no more than 4 images are used on a page, this keeps in line with the minimal aesthetic the magazine is going for and allows for the pictures to engage with the reader without too much distraction. What highlights each picture in each page however is the ample white space around it. It acts as a border that creates a frame around the image. The use of contrasting pictures in terms of colour composition also help in highlighting each picture. 

Displaying a range of subjects can also be experimented with as seen with another example of a content page in the magazine. Through the placement and sizing of the pictures, the readers eyes flow from the top left of the first page down to the bottom right. This makes the seemingly unbalanced placement of the images look more cohesive. Again, the vast white space that surrounds the images directs the readers attention, placing emphasis on the photographers work.

Images can also bleed from page to page if necessary. This can liven up the arrangement of content which will help in keeping the readers engagement, which can also be seen below.

In terms of displaying each photographers work, Justified mainly uses a full bleed on each page with variations of arrangements with subsequent pages. Just like Vignelli's ideas on sequence, the full bleed is forceful on the reader and allows them to visualise as much detail of the picture as possible which is appropriate for the type of publication Justified magazine is. 

The use of white space to create a border around the work helps direct the attention toward the photograph and make the picture its own amongst the series. 

White space however does not necessarily have to white however, the use of colour in this page helps contrast and helps show the detail in the image better as compared to white background.

Therefore within Justified Magazine, the negative space acts a frame for the pictures displayed even when there is none present. The lack of information within this space also helps direct all of the attention of that page onto the picture, effectively showcasing the photographers work. Also the lack of body copy also keeps in line with the minimal theme of the magazine. Justified magazine also shows the varied sequences one can apply to a series of images. It breaks the monotony and adds to the cinematic experience of flipping through the pages. However these are based on a photography based publication. Looking at the use of white space in other types of publications would be useful to further understand the versatility and uses.