Studio Brief 01 - Abstract Expressionist designs and feedback

Kline a

Kline b

These are the range of designs based on the Franz Kline shortlisted sketches. The addition of the white background helps add depth to the otherwise flat composition. Within these designs, the different brush strokes aim to achieve some form of visual variation to add depth. Between these two compositions, Kline a is more successful because it is less complicated and more explicit in depicting architectural forms. 

Motherwell a

Motherwell b

Following the visual success of the brush effect in the Kline compositions, the same effect was added to the Motherwell inspired designs. The effect is a more effective contrast from the rounded forms to the straight edged rectangle. Much like the Kline compositions, the brushwork adds depth and makes the original two toned composition more engaging. Between the two, Motherwell b is more successful because of its more unusual forms which will grab the readers attention more effectively.  

Olitski a

Olitski b

These designs follow a Mark Rothko colour scheme in order to keep the design in relation to the overall abstract expressionist theme. Throughout the compositions, especially in Olitski b, the circle is coloured in a lighter tone to set a higher contrast against the background, to draw the viewers attention. This is done to highlight the overall idea within these compositions that the song overwhelms the listener through its musical atmosphere. In Olitski a this isn't the overall idea. Therefore less emphasis on a particular form was done.

Kandinsky a

Kandinsky b

Amongst all the compositions, these have the most experimentation and progression. Initially the designs were composed through smooth vector lines that created a "flat" image. Once again, using the successful contrast in the Motherwell compositions, the addition of brush strokes adds depth. The reason why depth is an element I aim for throughout these designs is because of the need to capture the competitions attention. To allow the designs to have a higher chance of entering it and in order to achieve that, better designed covers are needed. Different iterations of the brush strokes were done to achieve the best visual effect. In Kadinsky b, the addition of the larger background circle was done to further add to the depth of the composition. Overall however the smaller circle in the left hand corner is coloured red because of its contrast against the colour schemes it will draw the attention of the viewer to the cover design in the competition. Despite the original aim of the idea to use more subdued colours to represent the emotions within the song, a brighter colour scheme is used to help the design stand out amongst the other submissions. On the other hand, I predict most of the entries to have a bright colour scheme, so a muted palette may actually stand out better. However, the vibrancy helps show off the design and as a result has a higher chance of being chosen, making it more successful. This applies to all of the compositions done in these ideas. 

These colour schemes were also added to the other Kandinsky design.

Hepworth a

Hepworth b

The colour schemes for these compositions are also based on Mark Rothko and Jules Olitksi. In both the designs the smaller rounded form is done in a more noticeable colour to grab the viewers attention and to highlight the idea similar to that of the Olitski compositions.

Overall the feedback regarding these designs were luke warm as compared to the photo manipulation idea. There is a sense of uncertainty on whether these designs effectively represent the song. Although the colour schemes represented here are reflective of how vivid people can dream, the ideas maybe are too abstract for someone to grasp without prior knowledge of what I aim trying to achieve. Ultimately the design of the cover sleeve needs to appeal to a wide audience which means displaying a theme or idea that is more explicit. A more explicit idea would better the chances of the design being chosen. Surprisingly, the most popular designs were of Kline and Motherwell with Olitski coming third. I would have assumed that people be drawn towards the vibrant colours more so than the simple Kline and Motherwell.