Monotype - Poster designs

After shortlisting the designs to take further, mocking up the compositions give more of an idea of how the content will sit. The flat white graphic of the Hei Tiki creates a more artistic campaign which connotes references to cultural representations. Its rough forms are meant to emulate the effect of wood carving that is a prominent art form in Maori culture. 

Giving these for feedback from a friend who stays in New Zealand suggested that the term "The Maori" is not entirely appropriate as it is the wrong terminology that may misrepresent the Maori. The indeginous people of New Zealand are a proud culture who the population respect highly. To be sensitive of cultural norms to not misinterpret their or any culture is something the campaign needs to take into consideration. 

The frame uses a pattern design by the Maori called Raperape, this design is carved to represent movement. It is used by all areas of Aotearoa, Maori for New Zealand and stands for continuity towards their evolving future. Using this pattern on the poster campaign promotes a positive future towards the Maori people. 

The use of outlines experiments with the legibility of the poster and to create depth. The outlines make the poster visually lighter which in turn may not attract the viewers attention.

The use of the frame dictates how the audience will view the content. Because the frames are thick, they effectively center the attention to its outline first. Framing just the illustration makes the copy look out side of the poster's focal point, lowering its ability to maintain the viewers attention to communicate effectively.

Giving these compositions to feedback and one idea that stood out was to create a layout that worked together as a series to form one larger poster. Through this idea the campaign also has a sense of consistency that creates a recognisable identity for the Maori.