Branding makes a mark on people by how you would like your brand to be perceived to a client. Branding isn’t just selling a product or service but is made up from three main factors; identity, product and marketing. They can help to communicate to an audience their values which help to identify the brand.
In a group myself, Lily and Meg chose to look at Disney as a brand and visualise a wide range of touchpoints. As well as thinking about a few perceived brand values such as; Disney’s well-establistment, timelessness and how family orientated it is. These values also help suggests the target audience by the way Disney is aimed at a younger age group, although the classic Disney brand is carried through to the older generations.
Maslow’s hierarchy of needs is relevant as brands values are built upon expectations and consistency. If a brand doesn’t find a unique selling point and understand what a customer wants and needs, it will struggle to remain successful. You’ll never really “get” marketing if you don’t “get” the psychology of needs and the philosophy of actions.
Attending the 3rd Year Degree Show allowed me to see the importance of presenting your work in an exhibition. It also gave me the opportunity to see the standard of work expected to create at this level. I was very impressed with all of the work created and below are a few of my favourite pieces.
This piece of work was my favourite in the exhibition as it instantly caught my eye because of the scale of the piece. I think that the typography is very strong throughout the project and I also like the consistency of the colour scheme. One key factor which in my opinion made this so successful is the interactive nature of the piece. This made me stop and get involved rather that just walking past and forgetting about it.
Out of the whole exhibition I think that this is the most interesting project due to the quirky nature of the piece. I like the imagery, as I think that they are visually very strong photographs. I like the vibrant and exciting colour scheme as I think that it enhances the quirkiness of the work. The use of pattern also works well with this piece as it connotes the fun nature of the project.
The third project which caught my eye I thought had a very strong body of work. I like the way that the piece has been displayed. This pink shelves anchor the pink within the design work. I like the range of different outcomes yet they are consistent throughout. My favourite part of this piece was the magazine. I think that this clearly shows the level of detail and standard of work within the degree show.
Going back to the formative feedback that we were given in term 1 subject area I have decided to go through and develop some previous projects. I have first of all worked on one of the image projects that we were given inspired by David Hockney. Ray advised that I change the outer shape from a rectangle to an ellipses shape as this is a more accurate shape of vision.
I have chosen three different style images that I previously designed and changed them to rectangles forming an ellipes shape. The top three images are my previous designs and the bottom three are my developments. I have done this to see which version looks the best. My favourite is the bottom middle design, this is because I think that the negative space works well, I also think that the ellipse shape works much better than rectangular shape. This is because the rectangles are closer together which creates a closer relationship between the shapes to form an interesting image.
The other two designs that I have developed I do not think are as strong. I like the first one as Think that the ellipse shape works well with it, although I prefer the same design with the use of white space as I think it creates movement within the piece. The third design is my least favourite as this is the most difficult to see because of the change in opacity with the negative space.
The second project that I have began to develop was the type specimen piece. The middle black on white design was my previous piece. David suggested to improve this design I could try exploring with grey scale. In the first term I did explore using different shades of grey instead of the black on white, although I did not think that this was visually as strong.
I thought that having the piece inverted would look visually stronger and would work well with the typeface as it is a strong bold font. I think that this is a more powerful piece but wanted to take this further by experimenting with greyscale within the inverted piece. The design on the right hand is my favourite. The different shades of grey works well with the hierarchy of the piece and has become a more striking piece of design. I am glad that I have had the chance to develop on some previous pieces of design work as I think that these have improved them.
Above are photographs of my final piece which I have printed and bound together. I am really happy with the over all look of my design as I think that the images are quite implicit which looking interesting. Although I am quite disappointed with the print as it has printed out slightly smaller than I wants. But I do like the way that I have been bounded together as I think that it creates an interesting and professional outcome.
I was happy with my Formative Feedback as I didn’t have that many alterations to make to my final piece. David commented that the pace was good throughout although there isn’t much ‘downtime’ visually. He suggested to try and explore scale further within the design of the middle spread. Below are some experiments that I have tried to explore the pace and scale further. However I do not think that these designs are as balanced as the previous design. I am glad that I have tried them as I’m able to see how this design could be developed. Although, by increasing the scale of the images it fills up more of the negative which was an aspect that I liked on my previous design.
Some other improvements to be made to my piece were to increase the size of the inside margins. I originally had 12mm margins so I increased the inside margin by 2mm to allow extra room for binding the spreads. Some other adjustments to make before print were to change my images from PDF to JPEG. Beneath are the final editorial designs with the adjustments made before printing. I am happy with the visuals and how their is consistency throughout the design.
To show the group where we are at with our project so far we each presented our editorial spreads for further feedback. We were given a person to note down the feedback, Ellie was taking notes for me with aspects of my design which the group and David liked and also thought I could improve on. I thought this was helpful as I was stuck in a position where I couldn’t chose between colours for my editorial design. The three spreads which I showed were the unedited colours of the brown sugar on a white background, and the spread where the first cover is inverted and the other two are in black and white.
The group agreed that all three spreads inverted would look too heavy and the images in black on white don’t look as striking. They pointed out that the images were stronger in the brown colour so I should stick with that colour scheme as the images look almost 3d with the depth in colour. Because of this they advised that I tried the middle spread inverted but using brown instead of black as it would tie in with the imagery more. I have tried this although I still do not think that the images look as striking inverted.
Therefore I have decided to keep all three spreads with a white background and brown images. I think that the imagery within the spread looks more striking throughout and keeps consistency. Another think which David pointed out was whether I have tried the pull outs in brown, I have not tried this yet, I have kept all font black. So I have started to experiment with turning areas of the text brown to tie in with the colour scheme of the images and created depth within the piece. I have found that by using the same colour brown as the brown in the images it just looks black when it is printed. Because of this I have started to try using a lighter brown as there is more of a contrast. This shows the importance of printing throughout developing your designs as colours on screen can look so different to when printed.
The colour that I have decided to go with is a lighter dark brown as it ties in well with the rest of the colours in the images. I found that the lightest shades of brown made it more obvious of the choice of a brown colour scheme. Although I like that the darker shades of brown was more subtle, as there is still a contrast between the black body copy and brown heading but not a huge difference.
Throughout the two study groups my understanding of constellation has developed and I have enjoyed it a lot more than I thought I would. I found that my two study groups have informed my discipline differently. Smells Like Teen Spirit has taught me not just about street style, its about how material, culture and meanings can allow you to express ideologies through your work. I now realise that I am looking at things in a different way. In the first 8 weeks it altered the way I saw things and I now approach my work differently. I look at different elements and unpick them trying to understand how an audience will view my work and whether I can communicate my meaning through visual and typographical detail. The way that the subcultures express these meanings suggests how different subcultures have shown their beliefs and ideas visually in the way that they dress. This has shown me how you can make a political or cultural view powerful visually in a piece of deign work and the strong messages that you can communicate to a viewer. Re-signification occurs in all of the sub-cultures we have looked at throughout this study group, this shows how they all borrow things from the past and change the function of it or by exaggerating an object. Materials, forms and functions can provide meanings that can be communicated through design to make a statement in my work. I can relate this to my practice by looking at traditional designers and breaking their rules of ‘good taste’ and fusing together different sources to create a new meaning in design work. I have more confidence in challenging visual material cultures and being able to question traditions, stereotypes and mainstream notions of beauty and taste.
I found Neo-furterism very interesting and enjoyed this study group as Nick made it very interesting. When looking at the futurist manifesto the language used had been written in a similar way to some manifesto’s that we have studied in my subject area. The manifesto’s are very one sided and communicate a strong argument. This has taught me how powerful language and communication can be to persuade an audience. Within the study group we looked at people such as Marinetti who believed that we should not look to the past for inspiration and everything should be designed for the future. To some extent I agree with this as I think designing for the future can help innovative ideas as technology is always improving. However, I think that like my first study group, the way that they draw inspiration from the past to develop new ideas is important. As everything has been designed, I think that we un-intentionally draw inspiration from the past and everything around us. To some extent I think Sant’Elia’s view that decoration must be abolished depending on the context could be true. Within graphic design when it comes to web designing for example, decoration can be confusing and misleading therefore does not work well. As a website needs to show clear hierarchy and help the user on their journey through the website. Although I believe that within the Art & Design industry, decoration can create visually aesthetic outcomes and can communicate messages through visual decoration.
Whilst I enjoyed the Neo-Futurist study group I wanted to write my essay on Smells Like Teen Spirit as I really enjoyed how the subcultures drew inspiration from the past and bought this into their street style. I like how punk encourages women to speak out and express this through their subculture; they do this through their fashion, music, designs etc. I felt that this is an interesting topic to look at when it comes to my discipline as it shows that you can communicate ideas and beliefs in a number of different ways. I have found the constellation side of this first year a challenge as I really struggle with writing. I found that by using Cath’s columns it really helped with structuring my essay. I also found the column analysis helpful when applying theory to my essay so I was able to find theoretical studies to back up my points. In both study groups the academic readings that we were given I found difficult to understand and take in the content. To overcome this I made sure that I read the readings before the study group so when we were depicting the text I was able to understand the information more easily.
I think that constellation has helped me within my discipline by researching existing artists work to inform my designs. I have begun to research a wider range of practices, not just from Graphic Design which is beginning to push boundaries within my subject area. By constellation helping me to improve on this from the start of the year I found that when I reached field, this benefited me as I was already beginning to explore trans-disciplinary techniques. I also feel that my reflective writing within my blog has improved as I have become more confident at being critical within my own work. I have found that the study groups were a lot more helpful to inform my practice as they were engaging and each week provided interesting points which I could take away and apply. Although I did find some of the key notes interesting, some weeks I found that it was more difficult to apply the weekly topic to my subject area. Before I started at CSAD I would only do the research for the project that I had to. Now that I have been in an exciting environment since September, and around creative people sharing similar interests, I enjoy going away and researching other artists and designers for inspiration. As I progress onto Level 5 next year I want to expand my theoretical readings as I think that this will improve my writing. I would also like to explore different study groups to expand my knowledge of constellation as a whole and widen my influences.