The context of this brief gave me an opportunity to experiment with a different style of graphic design that I usually don’t explore. Because of the post modernist movement that was present in the 80’s, the final leaflet design does not represent all that is trending in the design world today. It may not be entirely radical in its design like the works of Neville Brody or Paula Scher but it does reflect an aesthetic that is rarely seen today. The benefit of researching artists that go against the trends is that it broadens the definition of what is graphic design. It pushes the limitations and creates opportunities to stand out from the crowd.
As compared to Studio Brief 01, the final resolution was not formed entirely by a single idea and the idea itself. In this Brief, the idea formed the general aim and the experimentation done on materials, the inks, folding technique and the leaflets dimensions moulded to what it is. The end result is a much more informed solution than that of Studio Brief 01. By going through this design process, there are possibilities to create some unexpected results that can be desirable. For example, a clean, uniform coloured stock would have been the initial choice for the leaflets stock. However, the grain from the Eco paper added to the designs character, making the leaflet feel more unique and bespoke. This sense of character would hopefully encourage the reader to keep the leaflet as opposed to discarding it straight away. Going through a thorough design process also figures out what works and what doesn’t. Prior to the printing process, printing on black paper was a viable option for the leaflet, but because of the ink’s translucency, it became an inviable one. Furthermore, the design process within this Brief was broader than that of Studio Brief 01 which in turn created a solution that is richer in comparison.
But to show this development, constant documentation of the design process is needed. This was an aspect which was not entirely documented in this brief, especially concerning the design of the inside spread. Documenting each step is beneficial for feedback and reflection. Each step poses as a point to explore different ways and further the design.
Overall by going through this design process, the leaflet has reached its aims whilst communicating the dangers of playing with electricity. It engages the young audience from its 80’s pop culture references, strong colours and uniquely set type. The language of the information is tailored and specifically chosen to “scare” the youth into not playing around electricity which reflects the to-the-point approach the Public Information Video took when informing the public. Lastly, because maintaining their attention is a large factor in effectively communicating the message, the leaflet acts as a poster that serves as a constant reminder.
Sunday, 24 January 2016
Friday, 22 January 2016
Studio Brief 02 - Poster design and final experiments
Up until this point, the experiments done on stock and ink were based on the cover and initial pages of the publication. The design of the poster was not included because it simply is not designed yet. The leaflet will still retain a french fold that will open up to a poster that will encourage the reader to hang it on their wall as a helpful reminder. Because this leaflet will be distributed at schools, these poster can be hung around informing students.
To encourage students to hang these posters, it will be done as a tribute to all that is typical of the 80s pop culture. That means neon pink, chrome, grid landscapes, black backgrounds, sunsets and outlandish type. From a designers standpoint this approach may be unapproved of however in order to relate to the younger audience better this approach would be better received.
To encourage students to hang these posters, it will be done as a tribute to all that is typical of the 80s pop culture. That means neon pink, chrome, grid landscapes, black backgrounds, sunsets and outlandish type. From a designers standpoint this approach may be unapproved of however in order to relate to the younger audience better this approach would be better received.
The title of this poster keeps in with the "Warning! High Voltage" message in the previous pages. It serves as a reminder to the audience that electricity is dangerous. Furthermore, Danger Keep Away is a apt title for the information that informs the reader how to avoid situations with high voltage electricity. The choice for chrome and the gradient is to grab the readers attention whilst the information is done in white to keep a neutral palette that does not over complicate the poster's colour scheme. Danger was done in Molot type because of its thick stems and small counters that forces its message across with high impact. Keep Away was done in Fighting Spirit typeface because of its jagged design. The rough lines add to that sense of danger and keeps in with the Saul Bass inspired forms on the previous pages. Univers Bold Condensed was again used to maintain consistency within the leaflet as well as it allows for more information to be put onto the poster. The line of text at the bottom of each instruction act as a form of sub heading and are mainly suggestions for the reader. Due to the small type size, it forces the reader to read the message rather than to gloss over it. The last line "Play Safe, Play Smart" is another tagline that could be part of the campaign much like "Don't Risk It". The grid lines, hills, space background and sunset are a homage to the stereotypical art of what one thinks of the 80s.
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| 120gsm |
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| 150gsm |
This is the end design and form of the leaflet. The choice still remains to opt for the 120gsm stock because of the flatter profile it creates and because of its white grain, the colours appear more vibrant increasing the intended desire to grab the readers attention. The proportions of the leaflet stay true to original VHS tape dimensions in order to maintain authenticity. When folded the leaflet does exceed the briefs size limits, however authenticity is an integral part of the leaflet that creates the novelty. At this point the scoring method has been improved and minimal creases are created when folding. The tearing of the ink on the sides is still unavoidable however. When folded in the french fold method, the decision to cutout the side of the VHS cover was not chosen because it would effect straight sides of the poster behind.
The final image shows how the poster would look like if posted on a wall. The high contrast created from the orange hues against the dark blue background effectively draws the eyes in and garners attention.
Thursday, 21 January 2016
Studio Brief 02 - Experimenting with stock, print and finalised choice on composition
Before printing anything onto the chosen stock weight, the french fold was tested to get a gauge of how well each weight will fold.
On the left is an uncoated 135 gsm weight stock and on the right a coated 150. Due to the amount of folds the french fold requires, the 135 stock is better at keeping a flatter profile. A flatter profile is desired because it creates a more professional looking publication and aids in the way it is distributed. Furthermore there is a visible undesired effect when folding the coated stock.
It may be hard to see but folding coated paper creates unsightly creases and tears on the paper which will affect the quality of the print. Uncoated stock also creates visible creases however because there isn't a coating, it isn't as prominent as coated. Therefore the publication will be printed on uncoated stock.
To help in creating a flatter profile, scoring was done on the stock. However this too created undesired effects as the visible score marks are seen. Despite this there should be more attempts made in improving the scoring method as it is the most effective way in creating cleaner folds.
After deciding on the type of stock used for the publication, initial printing attempts were made on normal cartridge paper just to get a gauge of how well the designs look mocked up and what folding does to the ink. In this experiment, the plain white variation comes off as too clean and does not reflect as much of the 80s atmosphere that it should do. Therefore to rectify this, a change to a beige was opted from the colour experiments conducted previously to help convey a more vintage feel and a colour that was used more in the 80s.
These prints were done on different stock compared to the folding experiments, ranging from 120 to 150gsm. The Cairn Eco White and the Cairn Straw White are "eco" papers so they have small specks in them unlike the uniform colour of the Colorplan Pale grey and Colorplan Pristine White.
Because of the inks translucency, the colour of the paper does come through when printing over and does effect the vibrancy of the publication. For example, the colours printed on Cairn Eco White 150gsm appear darker than the colours on Cairn Straw 120gsm, especially when there are gaps in the body copy formed from the absence of white ink. This absence also displays the grain of the paper which does not lower the quality of the image but adds a more handmade and almost personal feel to the publication as shown below.
However there were problems with regarding the translucency of the ink and the method of printing. Because of the translucency, the lighter coloured stocks affected the shade of red on the other pages, turning it into pink.
The double sided printing method also did not entirely line up both sides of the paper correctly. This is not a human error but that of the printer.
Printing on black paper was an attempt to have the material of the paper contrast against the finish of the ink to create a more visually engaging publication. Clearly though, this did not work out as expected, the inks are far too thin to display the same vibrancy as the other prints.
After folding these prints, Cairn Straw White in 120gsm is the best choice for this publication. Despite the stock being the lightest out of the selection, the weight does not make the publication feel like a card and it makes it easier for folding. Furthermore the grain within the paper is a unexpected effect that adds character to the publication. This is stock is also white, which displays the best colour compared to the other stock where its colours come through and affect the ink.
The scoring method has improved from the previous experiments and I have produced much cleaner, almost unnoticeable marks on the stock. There was no evident creasing as well when folding these however in the black publication there were noticeable tears in the ink. This may be unavoidable. Overall a much improved folding technique that results in a more professional looking publication.
In keeping with the authenticity of the publication, there were cuts made into the side of the front cover where the user would put his/her fingers onto the actual VHS to pull it out. There was no cut made on the back page however as it made it easier to open the publication.
The main issue with these samples is the alignment of the two sides. The off alignment ruins the margins on the top, bottom and opening side.
After gaining feedback on the these two colours, the overall choice for the final publication is the black with gold bolt. It is the most eye-catching and because of the high contrast, it works well along side the bold yellow and red of the inside pages. Getting the readers attention is key within this publication because of the target audience it is for. A sterile, to the point Government leaflet is not going to maintain the young audience's attention as compared to a design such as the above and therefore may not fully communicate the message. Furthermore due to this more engaging design, the audience is more likely to keep it as a novelty rather than discard it immediately.
On the left is an uncoated 135 gsm weight stock and on the right a coated 150. Due to the amount of folds the french fold requires, the 135 stock is better at keeping a flatter profile. A flatter profile is desired because it creates a more professional looking publication and aids in the way it is distributed. Furthermore there is a visible undesired effect when folding the coated stock.
It may be hard to see but folding coated paper creates unsightly creases and tears on the paper which will affect the quality of the print. Uncoated stock also creates visible creases however because there isn't a coating, it isn't as prominent as coated. Therefore the publication will be printed on uncoated stock.
To help in creating a flatter profile, scoring was done on the stock. However this too created undesired effects as the visible score marks are seen. Despite this there should be more attempts made in improving the scoring method as it is the most effective way in creating cleaner folds.
After deciding on the type of stock used for the publication, initial printing attempts were made on normal cartridge paper just to get a gauge of how well the designs look mocked up and what folding does to the ink. In this experiment, the plain white variation comes off as too clean and does not reflect as much of the 80s atmosphere that it should do. Therefore to rectify this, a change to a beige was opted from the colour experiments conducted previously to help convey a more vintage feel and a colour that was used more in the 80s.
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| Cairn Eco White 150gsm |
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| Colorplan Carin Eco White 150gsm |
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| Cairn Straw White 120gsm |
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| Cairn Straw White 120gsm |
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| Cairn Straw White 120gsm |
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| Cairn Straw White 120gsm |
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| Color plan Pale grey 135gsm |
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| Color plan Pale grey 135gsm |
Because of the inks translucency, the colour of the paper does come through when printing over and does effect the vibrancy of the publication. For example, the colours printed on Cairn Eco White 150gsm appear darker than the colours on Cairn Straw 120gsm, especially when there are gaps in the body copy formed from the absence of white ink. This absence also displays the grain of the paper which does not lower the quality of the image but adds a more handmade and almost personal feel to the publication as shown below.
However there were problems with regarding the translucency of the ink and the method of printing. Because of the translucency, the lighter coloured stocks affected the shade of red on the other pages, turning it into pink.
The double sided printing method also did not entirely line up both sides of the paper correctly. This is not a human error but that of the printer.
Printing on black paper was an attempt to have the material of the paper contrast against the finish of the ink to create a more visually engaging publication. Clearly though, this did not work out as expected, the inks are far too thin to display the same vibrancy as the other prints.
After folding these prints, Cairn Straw White in 120gsm is the best choice for this publication. Despite the stock being the lightest out of the selection, the weight does not make the publication feel like a card and it makes it easier for folding. Furthermore the grain within the paper is a unexpected effect that adds character to the publication. This is stock is also white, which displays the best colour compared to the other stock where its colours come through and affect the ink.
The scoring method has improved from the previous experiments and I have produced much cleaner, almost unnoticeable marks on the stock. There was no evident creasing as well when folding these however in the black publication there were noticeable tears in the ink. This may be unavoidable. Overall a much improved folding technique that results in a more professional looking publication.
In keeping with the authenticity of the publication, there were cuts made into the side of the front cover where the user would put his/her fingers onto the actual VHS to pull it out. There was no cut made on the back page however as it made it easier to open the publication.
The main issue with these samples is the alignment of the two sides. The off alignment ruins the margins on the top, bottom and opening side.
After gaining feedback on the these two colours, the overall choice for the final publication is the black with gold bolt. It is the most eye-catching and because of the high contrast, it works well along side the bold yellow and red of the inside pages. Getting the readers attention is key within this publication because of the target audience it is for. A sterile, to the point Government leaflet is not going to maintain the young audience's attention as compared to a design such as the above and therefore may not fully communicate the message. Furthermore due to this more engaging design, the audience is more likely to keep it as a novelty rather than discard it immediately.
Wednesday, 20 January 2016
Studio Brief 02 - Composition of content
After much experimentation with the content layout, this is final result. Mistakenly, I did not document my changes up until this point however the significant changes throughout this process were the shape of the arms, size of the side headings and layout of copy.
Overall the design of these two pages is inspired by the post modernist style of designers such as Neville Brody. The formation of copy that follows the form of the arms is more engaging towards the intended younger audience as compared to body copy that would have been done in the structured modernist way. Univers condensed was used because of the constraints of the text frame combined with the amount of information communicated. Despite the typeface being condensed, it still retains it legibility at 11pt. The addition of the two side headings is to give the content a title and relate to the overall theme of caution. These were positioned on its side in keeping with the post modernist style, in a sense that traditionally, the headings would have been at the top of the page rather than 3/4's down and on its side. The choice of a serif font is to contrast the sans serif body which makes the two heading stand out more to the reader. Emboldening of the words "extremely" and "IMMEDIATELY" help emphasis key points that the readers should take to heart. The final phrase "DON'T RISK IT" is a phrase that commands the reader not to take chances with electricity and could become a tagline of the campaign. To add to the scare tactic provided by the Bass-esque arms, the content is mainly focused on the effects of being electrocuted rather than ways to avoid electrocution.
Studio Brief 02 - VHS Cover Progression
From finalising the composition of the VHS sleeve, experimentation was done on the colour scheme and type setting.
The colour combinations were chosen based on the VHS cover sleeve research. This is so that the end product looks as genuine as possible. The choice for FUJI as being the brand of the VHS cover design is based on a personal biased opinion of the company.
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| 1a |
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| 1b |
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| 1c |
As for the hierarchy of information on the cover, varying weights of the typeface were used to give varying degrees of emphasis on the subject, as shown in image 1a. A more bold weight tells the reader that this information is important and is the focal idea surrounding the content. The italicised "PLAY SAFE" carries the same intention however does so in a more subtle way. Despite this, the problem with 1a is that the centralised text makes it harder for the reader to read quickly and naturally with the last line being the longest, it draws the most attention. In 1b the centralised text is removed and was opted for a more justified format. In this iteration, the cap height forms the hierarchy with the first line being the largest and subsequent lines following. This decrease in cap height draws the readers eye more naturally down the list of information. However the language used was still too formal for the intended younger audience and didn't fully communicate what the leaflet is about. In the last and final choice for the cover content, a change in language was made and the weights of the typeface. In this iteration, the bold and italicised "the dangers of electricity" stand out from the copy, making the title of the leaflet the main focal point that should have been the initial aim. This is emphasised through the change in line width from the other two.
After gaining feedback on which colour combinations were most successful, these two were the most favoured. However some comments were made on the choice of FUJI as being the brand and therefore it was changed to JVC which is more aligned to the UK demographic as they famously sponsored Arsenal FC's football kit in the 80s. In this change, there were subtle additions made to help carry the authenticity of the leaflet being a VHS through. In the final iteration, JVC was changed to GOV from a comment that was questioning whether the audience would realise that this was a Public leaflet from first glance. The use of GOV therefore becomes an effective play on VHS brands that better communicates whom this leaflet is from.
Such as the grade of cassette it was and the quality that was often mentioned on the cover.
Along with these changes came the addition of a gradient along the lightning bolt. This was added to bring a sense of "wow" factor that wasn't present in the original flat designs. The gradient also brings in some dynamism to the cover as well as carry off a slightly metallic finish.
As for the back cover, a similar approach was made from the front cover. Information displayed here is mainly regarding the actual VHS itself and not the content inside.
After the experimentation, these are the final iterations of both colour combinations. The change of the E-240 to E-980 is to make the reference to 1980 more obvious. There is also the addition of the cutout at the side of the VHS cover sleeve which was overlooked in the initial mockups. The change of the white to a beige was influenced by seeing these designs printed which will be explained in another blogpost.
Studio Brief 02 - VHS grid system and design
Before attempting to design a bespoke VHS cover sleeve, I analysed to see whether there was any evident grid system used in designing them.
In communicating the leaflet's subject on the cover of the leaflet, this design is more effective as compared to the previous designs. It communicates the theme of the leaflet without the need to read the title of the VHS cover. The inclusion of the lighting could be incorporated into the original designs however, to make it more relevant.
Even though there isn't a fixed grid for each VHS design, by placing boundary lines over the key pieces of content, there is a rough gauge of how the content is proportioned on the sleeve. The main graphic takes up approximately 2/3's of the sleeve's area whilst the rest is left for body copy and logos. The graphics are placed usually in the middle or off centre allowing for an asymmetric visual when combined with body copy, makes it is pleasing to the eye. Furthermore, the overall design is limited to a 3 or 4 coloured palette which keeps it simple following a more modernist styled principle.
Taking this analysis of the VHS cover designs, these are some mock ups of possible front covers.
These designs were based on a 9 x 9 grid with 2mm gutters, creating tight margins, allowing for more information to be placed within the area. Each design followed a hierarchy format of VHS brand, title, description information, visual graphic, further information. After designing these 14 different variations of what the cover could be, feedback on which were more successful visually narrowed these down to 7.
These were chosen based on visual success because the initial aim of the leaflet is to grab the readers attention. If the cover design does not resonate visually with the young audience, the overall message will not be communicated effectively. These designs however do not have any visual indication to the leaflet's subject. These designs are purely based on resembling a VHS cover.
This design is a combination of the leaflet's subject and one of the pop icons of the 80s. The lightning relates to the theme of dangerous electricity and David Bowie's famous portrait.
In communicating the leaflet's subject on the cover of the leaflet, this design is more effective as compared to the previous designs. It communicates the theme of the leaflet without the need to read the title of the VHS cover. The inclusion of the lighting could be incorporated into the original designs however, to make it more relevant.
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