C
CONSUMERISM
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consume consume
A paper promotion for Pop-Tone
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consume consume
French Paper Company
COLOR OF
color and visual languag
consume consume
01
02
03
04
COLOR OF CONSUMERISM
05 COPYRIGHT
This book is printed on French Paper Copyright Š 2010 by Amber Tu 1
All rights reserved. No part of this book may be reproduced in any form without written permission of the copyright owners. All images in this book have been reproduced with the knowledge and prior consent of the designer’s concern, and no responsibility is accepted by producer, publisher, or printer for any infringement of copyright or otherwise.
2
Every effort has been made to ensure that credits accurately comply with information supplied. The color swatches contained in this book are as accurate as possible. However, due to the nature of the four-color printing, process, slight variations can occur due to ink balancing on press. Every effort has been made to minimize these variations.
06
This books is dedicated to my Mother, Father & Sister
07 01
02
03
04
05
Introduction to Color
Red - Wild Cherry
Yellow - Lemon Drop
Green - Gumdrop Green
Orange - Orange Fizz
08
Table of Contents Amount Per Serving Pages in total 40 Chapter 1
% Daily Values*
• Be Prepared to Stop
11-12
• Coca Cola
13-14
• Vitamin D Milk • Campbell’s Soup
15-16
17-18
Chapter 2
• Low Price
19-20 21-22
• Buy Now Low Price
23-24
• Out of Stock • For Sale
29-30 31-32 33-34
• Easy Cheese Chapter 3
• Heineken • Healthy Choice Chapter 4
25-26 27-28
• Tillamook
Vitamin A 10%
Calcium 30%
• Vitamin C 4%
• Iron 0%
* Percent Daily Value are based on a 2000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.
09 COMPANY AND PAPERLINE INFORMATION
1
2
French Paper Company is an American
3
In 1922, Frank French built French Paper
Paper Mill based in Niles, Michigan. It
Company’s electric generator next to a mill
was founded in 1871. The Paper Company
on the St. Joseph River. Since that time,
produces specialty products. The company
they’ve produced 100% of the electricity
is located along the St. Joseph river and
required to make each of their papers. This
uses electricity from a Hydroelectric power
clean, renewable energy source was called
plant next to the Michigan dam.
Green Power back then. Unlike other paper
Prime importance is based on offering
compaies, they don’t buy “Green Credits”
recycled and alternative fiber products to
from power companies to improve their PR.
their customers. Through using recycled
Instead, environmentalism is just another great French family tradition.
paper they reduce solid waste disposal burden and lessen landfill dependency. By
4
French Paper stands apart in the paper
purchasing recycled paper, the consumer
industry as one of the country’s smallest and
not only help close the recycling loop, they
most innovative indeoendednt paper mill.
support the longer term benefits of resource
In the industry where designers promote
conservation. All of their recycled papers
the value of brand recognition, paper mills
meet the 1999 standards of the United
across America are being brought and sold
States Executive Order for recycled printing
by corporate conglomerates and changing
and writing papers. Environment papers are
their names dast than you can discard their
made with recycled fiber, including colors
old swatch books. French Paper Company
that are 100% post consumer, two that are
has been our name for five generations and
FSC certified, and two with sugar cane fiber.
over 134 years. They stick to what they do
All of the brands in the French Paper lines
best, by making the finest paper.
include recycled colors made with 60% post consumer recycled fibers.
10
WILD CHERRY: 70T 65C 100C
LEMON DROP: 70T 65C 100C
GUMDROP GREEN: 70T 65C 100C
ORANGE FIZZ: 70T 65C 100C
THE CONSUMPTION OF COLOR
11 Rays of light vibrate at different speed. The sensation of color, which happens in our brains, is a result of our vision’s response to these different wavelengths. When taken together, the various rays our eyes can distinguish are called the visible spectrum. This fairly narrow range of colors includes red, orange, yellow, green, blue, indigo and violet. Color is derived from light, either natural or artificial. With little light, little or no color is present. With a lot of light comes a lot of color.
12
13
14
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15
RED
Coca Cola has its own way of packaging
Red sets the pituitary gland going at a rapid pace. Any design in red takes on a
This means that Coca Cola has deve.loped
persona that is passionate and provocative.
enough variety within is product packaging
Aggressive in nature, it commands attention
range to meet the various demands of its
and demands action. The color is equally
consumers. Due to the high caffeine level
seductive in the marketplace. Deepen the
and the distinct taste and brand image,
red tones to shades of burgundy and they
the customer loyalty for Coke is very high.
still maintain the inherent excitement of
Currently, Coke is perceived as the most
the “mother� color but are more subdued.
premium product within the cola industry.
Consumers respond well to wine tones.
Coca Cola has the largest market share in
They see them as rich, refined, expensive
the soft drinks industry around the world.
as well as more authoritative, mature, lush,
As a result of this popularity Coke is to
opulent, and elegant than a vibrant red. The
generate high profits which it is able to
result: the color burgundy is an excellent
spend on advertising and development for
choice to apply to upscale products.
the purposes of increasing.
An average of 100,000 cans of Coca Cola is produced per day. The beverage products from raw ingredients to finished products is ready for shipping and market consumption.
2
such as can, plastic bottles, glass bottles etc.
16
1
lllllll lllllll llllll
gg
17 1
When shoppers put themselves behind
3
prefer colorful packages to their products.
become
moving
Sometimes the aim is to simulate a color
through environments that have been
an
active
consumer,
that is perceived by the consumer as
made for them such as the supermarket,
natural, such as the typical milk carton
discount stores, warehouse clubs and home
this day is sometimes associated with red.
centers. During an average store visit, about
Labels are important sources of information
thirty thousand differeny products fight
for consumers since they tell the type and
to win their attention and ultimately to
origin of the milk. The label is often the only
make consumer believe in their promise.
resource a buyer has for evaluating the milk
Succesful marketers understand that, for
before purchasing it. Certain information
the consumer, the package is the product.
is ordinarily included in the label, such as
The key challenge to any designer is turning
the country of origin, quality, flavor of milk,
a package into a powerful selling tool that achieves a competitive advantage. This is
2
For reasons, food package manufacturers
a shopping cart, the world changes. They
producer, bottler, or importer. 4
Producers attempt to make selecting and
why investment in packaging continues
purchasing milk easy and non-intimidating
to increase each year and why package
by making their labels playful and inviting.
planning recieves top priority among more
Because of rapid growth in the economy
and more companies. Packages are an
and
inescapable part of modern day life.
living standards of the common people,
consequent
improvement
in
the
SALE
199
Vitamin D Milk
Limit 3 Sale Sun. 3/15 Thru Sat. 3/21/10
The color, photo, dairy, and condition all
packaging has become important in the
contribute to the value of the milk bottle.
distribution process. As we know color may
Milk carton manufacturing has not changed
be interpreted by consumers in different
dramatically
years, because
ways. Lighting can have a key role in this,
the process is already highly streamlined
and also depending on what the particuliar
and
popular
product may be. Packaged food products
modification to the tradition gable-topped
may appear more vibrant and appealing
carton is the addition of a plastic pour
on black shelving as opposed to a standard
spout, but this requires only minor changes
white powdercoat usually used at the local
in the manufacturing process. Consumers
grocery stores or supermarkets.
for
efficient. An
many
increasingly
associate certain colors with certain flavors, and the color of food can influence the
coupon
perceived flavor in anything from milk cartons to daily beverages.
18
mass produced
C C C C C C C C C C C C
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_02//
consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume consume
$
$
$ $$
20 Consumerism is in a way the more human aspect of business and companies and businesses consider consumers along with their employees as the essential ‘people elements’ of their endeavor. Yet consumerism can have its other meanings and represent a culture of buying, highlight the virtues and vices of a materialistic society and emphasize on the importance of globalized business environment. Companies have to keep their consumers happy and develop and sell new products based on consumer needs. The needs of the consumers and the needs of businesses however seem to be circular as companies create needs of consumers and consumers also project their needs to businesses suggesting a relationship.
_02//
21 Frontal Lobe Superior Frontal Gyrus
Middle Frontal Gyrus
Central Suicus
Postcentral Suicus
Parietal Lobe
Longitudinal Tissue Lunate Suicus Occipital lobe
Dendrite Cell Body Soma
Axon Nerve Fiber
22
1
Humans have three different types of
2
Single photoreceptors transmit no
cones with photo-pigments that sense three
information about the wavelengths of the
different portions of the spectrum. Each cone
photons that they absorb. Our ability to
is tuned to perceive primarily wavelengths
perceive color depends upon comparisons
middle or wavelengths, referred to as L-,
of the outputs of the three cone types,
M-, and S- cones respectively. The peak
each with different spectral sensitivity.
sensitivities are provided by three different
These comparisons are made by the neural
photo-pigments. Light at any wavelength
circuitry of the retina. The retina contains
in the visual spectrum (ranging from 400
millions of specialized photoreceptor cells
to 700 nm) will excite one or more of these
known as rods and cones. Within these
three types of sensors. Our mind determines
receptors are membranes. The membranes
the color by comparing the different signals
contain visual pigments that absorb light
each cone senses. Colorblindness results
and undergo chemical changes that trigger
when either one photo-pigment is missing,
an electrical signal. The visual pigments
or two happen to be the same. There is
for both cones and rods are similar in that
a variation among people with full color
they consist of retinene joined at both ends
vision. Could the faint variations of color
to retinal proteins called opsins. Rhodopsin
perceptions among people with full color
is the retinal protein that is found in the
vision account for differences in taste?
rod cells in the eye. The three types of cone cells contain slightly different opsins, which form the basis for color vision.
23 1
The wavelength of the light determines the percieved color. Some specific sources vary these ranges drastically, and the boundaries of them are somewhat approximate as they blend into each other. The edges of the visible light spectrum blend into the ultraviolet and infrared levels of radiation. Most light that we interact with us is in the form of white light, which contains many or all of these wavelength ranges within them. Shinning white light through a prism causes the wavelengths to bend at slightly different angles
Items purchased may be returned to any of our stores within 30 days of purchase for exchange or refund. With original receipt, items will be returned for the full purchase price and refunds will be issued in the original method of payment. Without original receipt, items will be returned at the lowest advertised price and refunds will be
due
to
optical
refraction. The
resulting light is, therefore, split across the visible color spectrum. This is what causes a rainbow, with airborn water particles acting as the refractive medium.
issued as store credit to a card. For any return, you will be asked for a valid photo identification. We reserve the right to limit or refuse a refund.
Colors
Wavelength
Frequency
Red
625 — 740 nm
480 — 405 THz
Yellow
590 — 625 nm
510 — 480 THz
Green
565 — 590 nm
530 — 510 THz
Orange
500 — 565 nm
600 — 530 THz
24
CONSUMER PSYCHOLOGY
Blue Cone
Green Cone
Rod
Red Cone
Retinal Response (percent maximum)
100
75
50
25
0 500 nm
380 nm
450 nm
600 nm
550 nm
800 nm
700 nm
650 nm
750 nm
Wavelength of Light (nm)
1
Yellow is the color evoked by light that
today’s color scientists would call violet.
stimulates both the L and M (long and
Helmholtz says “Yellow and indigo blue”
medium wavelength) cone cells of the
are complements. Grassman reconstructs
retina about equally, with no significant
Newton’s category boundaries in terms
stimulation of the S (short-wavelength)
of wavelengths and says “This indigo
cone cells. Light with a wavelength of
therefore falls within the limits of color
570–580 nm is yellow, as is light with a
between which, according to Helmholtz,
suitable mixture of somewhat longer and
the complementary colors of yellow lie.”
shorter wavelengths. Yellow’s traditional
Newton’s own color circle has yellow directly
RYB complementary color is purple, violet,
opposite the boundary between indigo and
or indigo, while its colorimetrically defined
violet. These results, that the complement
complementary color in both RGB and
of yellow is a wavelength shorter than
CMYK color spaces is blue. Hunt defines that
450 nm, are derivable from the modern CIE
“two colors are complementary when it is
1931 system of colorimetry if it is assumed
possible to reproduce the tristimulus values
that the yellow is about 580 nm or shorter
of a specified achromatic stimulus by an
wavelength, and the specified white is the
additive mixture of these two stimuli.” That
color of a blackbody radiator of temperature
is, when two colored lights can be mixed
2800 K or lower (that is, the white of an
to match a specified white (achromatic,
ordinary incandescent light bulb). More
non-colored) light, the colors of those two
typically, with a daylight-colored or around
lights are complementary. This definition,
5000 to 6000 K white, the complement of
however, does not constrain what version
yellow will be in the blue wavelength range,
of white will be specified. In the nineteenth
which is the standard modern answer for
century, the scientists Grassmann and
the complement of yellow.
Helmholtz did experiments in which they concluded that finding a good complement for spectral yellow was difficult, but that the result was indigo, that is, a wavelength that
SPECTRUM
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THE VISIBLE 25
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27
D optic nerve
pupil lens cornea
iris
sclera
retina
D The term consumerism seems to have both positive and negative connotations as consumerism could mean a culture of possessions and glorification of materialism. Consumerism could however also mean progressively more consumption of goods and products that could benefit the economy and the markets with a heightened buying culture among people although consumerism could also mean the entire gamut of marketing and business activities that finally lead to the buying of products by consumers.
28
1
The eye perceive color when the different
2
The human eye has a lens and iris
wavelengths composing white light are
diaphragm that work much like a camera.
selectively
matter
The optics of the eye project an upside-
(absorbed, reflected, refracted, scattered,
down image of those objects on the rear,
or diffracted) on their way to our eyes, or
inner surface of the eyeball (the retina).
when a non-white distribution of light has
There, a dense carpet of light-sensitive
been emitted. We can detect the range of
photoreceptors converts light (photons) into
light spectrum from about 400 nanometers
electro-chemical signals, which are then
(violet) to about 700 nanometers (red). We
processed by neural circuits in the retina
perceive this range of light wavelengths
and transmitted to the brain. The rods,
as a smoothly varying rainbow of colors,
which are more numerous than cones, are
otherwise known as the visual spectrum.
responsible for our vision in dim light but
Visible light is merely a small part of the full
don’t function in bright light. Rods account
electromagnetic spectrum, which extends
for our night vision but cannot distinguish
from cosmic rays at the highest energies
color. Our eyes are very sensitive at night,
down through the middle range (gamma
but we don’t see well straight in front of
rays, X-rays, the ultraviolet, the visible,
us. Cones are active at high light levels and
the infrared, and radio waves) all the way
allow us to see color and fine detail directly
to induction-heating and electric-power-
in front of us. They can adapt to widely
transmission frequencies at the lowest
varying colors and illumination levels, but
energies. Note that this is the energy per
don’t work well in low light. Our peripheral
quantum (photon if in the visible range) but
vision is very good at detecting movement
not the total energy; the latter is a function
in a wide variety of illumination levels but is
of the intensity in a beam. ight from external
poor at low-resolution images and provides
objects enters the eye through the pupil. The
very little color information. Color is a
human eye has a lens and iris diaphragm
property of objects that our minds create -
that work much like a camera. The optics
an interpretation. This interpretation helps
of the eye project an upside-down image of
us acquire knowledge about the properties
those objects on the rear, inner surface of the
of surfaces. To construct those colors, our
eyeball (the retina). There, a dense carpet of
subconscious mind analyzes ratios of the
light-sensitive photoreceptors converts light
signals from photoreceptors in the retina.
(photons)
interfered
into
with
by
electro-chemical
signals,
which are then processed by neural circuits in the retina and transmitted to the brain.
29 Soothing, nature, refreshing, fresh, healing green is at the center of the spectrum and offers the widest range of choices and is the most restful to the eye. "Mother" blue green always elicits pleasant responses representing the best qualities. Combined with white, blue-green is cool and clean with an underlying element of warmth as if you are floating in warm, tropical waters with the sun shining down so you can see the ocean floor below. Blue-greens and aquas are first-rate choices for packaging or the colors for personal hygiene products or beauty products as they are flattering to every skin color. Associated with nature, consumers respond to mint greens (refreshing and fresh), bright greens (grass, first buds of spring, and renewal), emerald greens (elegant), and deep greens (stately tall pines, refreshing scents, and the silence of the forest, money, prestige, security, feeling safe). Trustworthy deep green is an excellent choice for promoting banks, lending institutions, and other businesses where prestige and/or security are considerations. Yellow-greens relate well to gardening/floral motifs. However, vivid yellow-green is associated with nausea and illness. Kids and adolescents love bright yellow-green simply because adults hate it making it a good selection for kid or adolescent related products or services. Although chartreuse is trendy, it does get people's attention and works very well in capturing the eye. Olive green is a color that does not rate well unless combined in an interesting, complex way and then only appeals to upscale buyers. If yours is a food industry, use typical vegetable colors; spinach, lettuce, broccoli, etc. Because we are accustomed to those colors, they are not offensive unless you happen to dislike a specific vegetable. Use vegetable greens for food service, dining areas, or packaging "healthy" foods. Seafoam greens are non-invasive, cooling, and calming to consumers.
30
1
2
Strong shelf presence based on consumer
4
allows vendors to identify unmet demand,
packaging increases the product’s likelihood
coordinate among markets, and develop
of being purchased by making it stand out
more strategic plans. Understanding what
among other products. But how does a
reasons motivate individuals to purchase
company figure out what draws consumers’
goods from farmers' markets can guide
attention, especially before their product
marketing efforts. For example, if consumers
hits the stores or supermarkets?
choose to purchase produce from a farmers'
Focus groups and are important tools
market because of a desire for local and
for gathering consumer opinion, however
fresh foods, then markets could emphasize
research and experience have revealed
these aspects in consumer outreach. The
that consumers are often unaware of what
research reported here also found that
specifically draws them to a package. In
markets tend to draw customers from their
contrast, eye movements provide accurate and objective insight into the minds of the
3
The characteristics of a typical consumer
products is critical in an economy. Effective
specific geographic areas. 5
Advertising methods, such as prominent
shoppers and help determine what visually
road signs, work well with local residents—
attracts a consumer for purchase.
serving as an instant reminder of the
Multiple packaging concepts are usually
market to those passing by. Based on these
developed before one is selected. Knowing
findings, markets should redouble efforts to
which design is more likely to attract
improve road signage and reconsider more
attention could better inform the final
expensive however less effective advertising
selection that eventually appears on retail
venues. Extension professionals are to help
shelves. According to Aga Bojko, User
develop portfolios of eye-catching signs to
Centric’s Chief Scientist and eye tracking
help markets with signage design.
expert, “Eye tracking is a critical tool for understanding which package designs will move product, and which will not. First, we want to determine how noticeable the product is among other products on the shelf. Second, we want to identify which elements of that specific design attract the most attention and entice the consumer to buy, and which elements are missed.”
Advertising is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service.
31
PSYCHOLOGICAL PERSPECTIVES ON THE STUDY OF THE CONSUMER
32
_04//
33
SA BUY NOW
SALE
SALE
SALE! LOW PRICES
GUARANTEE
$
FREE
50% 1.99 SAVE BUY 1 GET 1
$$$
COUPON
The hottest temperature of all colors,
2
Shades of colors lend themselves well
orange is glowing, vital, and high arousal
to fit different types of products. Peach,
that is associated with autumn’s shimmering
apricot, coral, and melon are pleasing to
foliage or radiant shadings of sunset. In its
the eye and are outstanding choices for
most vivid intensity, it is a color not taken
the upscale, affluent markets. These colors
seriously because it then becomes playful,
are nurturing, approachable, tactile colors
expressive, happy, and childlike. When used
that people want to reach out to touch or
in graphic applications, it becomes comedic
taste making them first-rate choices for
and cartoon-like so it is not a good choice
healthcare products, dining areas, food
if you want to convey a serious message.
services, or food packaging. Other first-class
More subtle tones of orange radiate warmth
uses of these colors are makeup salons,
and vitality. These shades lend themselves
beauty spas, and in beauty products and/or
well to “ethnic” Mexican or Indian themes
packaging. Consumers rely on signals, both
or products. Peach, apricot, coral, and melon
extrinsic and intrinsic attributes, to solve
are pleasing to the eye and are outstanding
their
choices for the upscale, affluent markets.
regarding product quality. In this study an
These colors are nurturing, approachable,
experiment is designed to evaluate how
tactile colors that people want to reach out
consumers assess quality perception in
to touch or taste making them first-rate
terms of specific product characteristics,
choices for healthcare products, dining
namely colors and shapes in product labels.
areas, food services, or food packaging.
According to the cue consistency theory,
Other first-class uses of these colors are
the prediction is that multiple sources of
makeup salons, beauty spas, and in beauty
information are more useful when they
products and/or packaging.
provide
asymmetric
information
corroborating
problem
information
than
when they offer disparate conclusions. In this sense, particular colors and shapes combinations which are consistent are expected to enhance consumers´ product perception, while other combinations that
FOR SALE FOR SALE FOR SALE FOR SALE
FOR SALE FOR SALE FOR SALE FOR SALE
FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE
FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE FOR SALE
are inconsistent will decrease it.
34
1
35
Sale Price 2 /$
5 1
REGISTER REWARDS* Good on Next Purchase
-
$
1
Like Paying
=
The task is to identify a consumer’s needs
2/$
2
4
Most of us like to think that we are rational
and wants then accurately, help to develop
and thinkers. We believe that we have a good
products and services that will satisfy them.
enough reason for our choices. However, we
For marketing to be successful, it is not
often erroneously buy products succumbing
sufficient to merely discover what customers
to compulsion. Consumerism is defined as
require, but to find out why it is required.
the tendency of people to identify strongly
Only by gaining a deep and comprehensive
with products are consumed, particularly of
understanding of buyer behaviour can
name brands and status-enhancing appeal.
marketing’s goals be realised. Such an
Then, how does the power of consumerism
understanding of buyer behaviour works to
win over our rationality? In this situation,
the mutual advantage of the consumer and
we pretend to regard the primary cause of
marketer, allowing the marketer to become
impulse consumerism is the commercial
better equipped to satisfy the consumer’s
seductions. The truth, however, is that the
needs efficiently and establish a loyal
shopping indulgences does not originate
group of customers with positive attitudes
from a manipulation of the commercial
towards the company’s products. Consumer
advertisements, but rather a biological and
behaviour can be formally defined as: the
psychological drive planted in every one of
acts of individuals directly involved in
us. The biological and psychological drives
obtaining and using economic goods and
for our consumerism are evidenced by: in
services, including the decision processes
order to show off, to get rid of stress, and to
that precede and determine these acts. The
follow the fashion. It is a well-known fact
underlying concepts of this chapter form a
that color influences mood and feeling in
system in which the individual consumer is
common experience, however, the field of
the core, surrounded by an immediate and a
color psychology is still not well understood.
wider environment that influences his or her
Research on the psychological aspects of
goals. These goals are ultimately satisfied
color is difficult for the mere reason that
by passing through a number of problem-
human emotions are not very stable and
solving stages leading to purchase decisions.
the psychic make-up of human beings
The study and practice of marketing draws
varies from person to person.
on a great many sources that contribute theory, information, inspiration and advice. In the past, the main theory of consumer behaviour has come from psychology.
OUT OF STOCK
36
PSYCHOLOGICAL DRIVES BEHIND CONSUMERISM
WHY WAIT TILL SUNDAY? EVERYTHING MUST GO!
37 13-14
DUOTONE Cool White Sweet Tooth 70T
15-16
4-COLOR PROCESS Warm White Whip Cream 70T
17-18
4-COLOR PROCESS Warm White Whip Cream 70T
27-28
4-COLOR PROCESS Warm White Whip Cream 70T
29-30
4-COLOR PROCESS Warm White Whip Cream 70T
38
DUOTONE 19-20
Cool White Sweet Tooth 70T
4-COLOR PROCESS 21-23
Warm White Whip Cream 70T
PANTONE U-244 31-32
Cool White Sweet Tooth 70T
4-COLOR PROCESS 33-34
Warm White Whip Cream 70T
4-COLOR PROCESS
Whip Cream 70T
35-36
Warm White
consume consume
39 PRODUCTION NOTES
1
The images in this book were primarily taken in a grocery/supermarket environment to capture the sense of mass production. The photographs are sequenced following a color coordination system. My method of shooting was simple, find a product, shoot first and ask questions later. It seemed to work. I spent enormous amounts of time hanging around different places waiting for something to happen, especially the way consumers shopped and how they would prefer one thing over the other. I learned a lot under a tight timeframe. I then spent some time designing, laying out, and color correcting the book. The modular design of the book was laid out in the standard book making software Adobe. I used highresolution versions of the images to move around the sequence. The book was divided into four chapters/34 pages and it is printed on Poptone from French Paper. Most of the production time for this book was spent in color correcting and touching up each image.
40
41 Other French Paper Paperlines
Mod-Tone
Pattern Paper
Clo-Tone
Seamless, sopisticated patterns to suit your designer tastes
Pop ink patterns, perfect for gift wrap and projects
Our brightest appraoch to color let your design ideas shine
Speckle-Tone
Dur-O-Tone
Parchtone
True grit, its the original recycled sheet with flecks
Rugged, hard working sheets like newsprint and packaging
The world’s first animal free imitation parchment paper
Smart White
Construction
Muscle-Tone
The brightest paper in class with high marks for versatility
A sturdy, attractive line suit on a foundation of colors
Super heavy-weight versions of our best papers that love to box
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43
44
consume consume
consume consume
consume consume