Monotype - Initial sketches

As a starting point for the campaigns art direction, poster compositions were sketched out to help create a template for which the Maori's cultural aspects can be represented on. With these sketches, the main aim is to create a template that is proportional enough for content and at the same time aesthetically pleasing. The addition of a decorative border helps frame the content in a way that directs the viewers attention to the poster.

These designs have been influenced by my reading of Müller-Brockmanns guide to poster designs. The layout of information is clear and structured with varying size to create visual hierarchy. The posters retrained look helps focus the reader onto the content rather than its design. The preferred placement of the image on the right follows Brockmanns observation stating that images on the right are heavier than on the left. Therefore, by placing the cultural aspect of the Maori on the right, it has more impact.