Design Document MG Food
Alexa van de Wall 512993 Melissa Beekenkamp 518358 Tim Jennes 485673 Eric Tuller 512822 Jawed Sabet 478393 Laura Roelofen 517148 Lena Sophia Mathis 561677 Simon Fussenegger 561678 Edith Mentink 533760 Tomas van Buuren 542741 Michelle van Manen 503597 Thom van den Akker 506950 Kevin Brown 469270 Nina Ibba 508574 Iris Janssen 511716 Amber Parks 561688
Date: Teacher(s): Version:
INDEX Introduction 3 Concept 4 Scenario 5 Storyboard 10 Color 12 Typography 14 Audio 15 Conclusion 16 1. Color 16 2. Typography 17 3. Audio 17 4. End Concept 18
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INTRODUCTION This document shows the design intended for graphic that introduces the workshop food during the livestream. It contains chapters on the motion graphics concept and scenario with a storyboard for support. There are also chapters on use of- color, typography, and audio. The last chapter will give the reader an idea of our design intention.
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CONCEPT As is explained in the research document in the chapter on personal vision. “Our main goal is to show people where the products we use in the recipes come from. We will show the difference between eco friendly products and the non-eco friendly. We will do this by use of color and info graphics. Typography is very important for this motion graphic, our viewers have to be able to read the ingredients without too much trouble. Our viewers will be able to vote on their favorite recipe through the hashtag on Twitter.” It is important to remember that the colors and the typography play an important role in the visualization of the motion graphics. Through the use of somber colors for non-organic foods the viewers can associate this with not being a happy topic or through the use of vivid colors for organic food the viewers can associate this with being a happy topic. Typography needs to be attractive but readable. The main text will be written with script type styles and the font used for the subtext will be (sans) serif type styles. The reason we want to use (sans) serif styles for the subtext is because we want our viewers to be able to read the information we’re giving them in one clean view. Of course audio plays a big role in the motion graphic as well being that it needs to support the images being shown. We want to use an audio to compliment the footage and support the storyline. It’s not our intention to audio is combatting the voiceover or mood we are creating. We will also use sound effects.
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SCENARIO Motion Graphic Food Workshop SCENARIO THE SCENE STARTS OFF BLACK Screen changes color. SOUND: soft music starts playing. Different sorts of organic fruits start falling in the picture and get shoved away while a voice says: VOICE OVER Forget everything you think you know about organic food. Here are the facts. The screen is empty again and a farms falls in the picture, with surroundings like green grass, a tree, and a greenhouse. VOICE OVER Organic food is food which is produced using environment and animal friendly farming methods on organic farms. Let’s start off with showing you the difference between organic and non-organic (also known as conventional) farming. In the middle of the screen there’ll pop up a line which divides the organic side from the non-organic side. ORGANIC
VOICE OVER Organic farmers must engage in soil building practices in order to create a ground that is rich in nutrients. 5
The ground on the left side will pop up, layer for layer. First the dirt, then water, and then grass. VOICE OVER These soils are more stable and need less fertilizer. If they do need it they only use organic fertilizer which doesn’t pollute the groundwater. An organic fertilizer will be shown. NON-ORGANIC
VOICE OVER Groundwater pollution caused by synthetic fertilizers, is a big and expensive problem. On the right side the same layer as on the left side will pop up. Only with somber colors. VOICE OVER Because of the fertilizers used to manage the weeds and growth of the plants, the water running in the ground gets infected with chemicals, which is unhealthy for the environment and the people drinking this water. The fertilizer will be spread, and it will be shown how it travels through the ground and ends up in the water. A water tap will appear and it will produce chemical water. ORGANIC
VOICE OVER Water is also affected by climate change, which is affected by energy use. Organic farms have less energy consumption, thus 6
reducing the harmful effects on global warming. A melting iceberg causes the sea level to rise. An outlet will present the energy use. NON-ORGANIC
VOICE OVER The farmers on non-organic farms come in contact with dangerous substances because of the fertilizers used. This gives them a higher chance of suffering from cancer or other harmful conditions. A farmer will be working on the land and you’ll see chemicals going up his nose. His face will turn green, and an ambulance will show up. ORGANIC
VOICE OVER Animals on organic farms have a higher change at a better life. They get 100% organic food and aren’t treated with antibiotics or synthetic growth hormones. A cow with a happy face is eating grass in a big green field. The farmer feeds him organic food. NON-ORGANIC
VOICE OVER On the non-organic farm, the farmer uses pesticide during the cultivation of their crops. On the right side red chemicals will be spread on the field. ORGANIC
VOICE OVER 7
In contradiction with the organic farms. Here the farmer uses exclusively natural means to protect their crops On the left side green chemicals will be spread on the field. INGREDIENTS
VOICE OVER So that’s the story about organic farming. Now we’re going to show you the backgrounds of three ingredients, with which you can make two different recipes. At the end of this motion graphic you can choose which one you like best. The farm and the two fields will ‘fly’ out of the screen. The three ingredients, tomato, mozzarella and pesto will fly in and land next to each other. The three ingredients will roll out of the screen after a few seconds. And a mozzarella will pop up in the middle of the screen. The mozzarella will move to the left, while on the right a field with cows appears. MOZZARELLA
VOICE OVER Organic cheese is made without the use of pesticides, antibiotics, or growth hormones. It has been shown to have more Omega-3, and vitamin E than conventional cheese, and fewer chemical residues. The mozzarella and the field will disappear and a tomato will be showing in the middle of the screen. The tomato will move to the left while on the right a greenhouse appears. Bumblebees will be all over the screen. TOMATOES 8
VOICE OVER
A farmer and his workers who love their jobs grow the tomatoes here in Holland in a greenhouse. They use bumblebees to fertilize the plants, because there is no wind in the greenhouse. The tomato and the greenhouse will disappear and a jar with pesto will be showing in the middle of the screen. The jar will move to the left while on the right a food crusher appears. In which pine nuts will be crushed. Also a list of the five ingredients will be shown. PESTO
VOICE OVER The word pesto comes from the Italian verb ‘pestare’, which means “to pound or crush”. Pesto is made from the following basic set of ingredients; Crushed pine nuts Garlic Basil Olive oil Parmigiano-Reggiano Everything will disappear from the screen and pictures of the two recipes will drop down next to each other. On the bottom of the screen a twitter hashtag will be shown VOICE OVER Now you’ve seen the backgrounds of these three ingredients you can choose between two recipes. Which one would you rather make? A delicious sandwich or fantastic skewers?
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STORYBOARD
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COLOR Based on the website www.flatuicolorpicker.com we created different color pallets. These color pallets will be used for the motion graphic or a combination of these pallets. As was informed during the chapter concept non-organic illustrations will have a somber color and organic colors will have a vivid color. non-organic color pallet
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organic color pallet
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Typography As explained earlier Typography needs to be attractive but readable and the styles of fonts will be script type for the main text and serif type for the subtext. There is a branddocument that explains the typeface that we need to use in our motion graphics. For the highlights and titles in the motion graphic we will use Ryman Eco.
Ryman Eco For the main text in the motion graphic we will use Univers LT Std 47 Light Condensed because this is what the viewers have to be able to read in an instant without difficulties. If it appears to be unreadable we will use Univers LT Std 67 Bold Condensed.
Univers LT Std Light Univers LT Std Bold
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AUDIO The audio must emphasize the look and feeling of the motion graphic. With our scenario its important that the music and sound effects reflect the organic farm as well as the non-organic farm. The organic farm will have a happy but settle feeling. Possible genres are country or guitar to represent an organic farm life. For the non-organic farms we would like to use music that is not too different from the other possiblities listed, but it would be unpleasant as well would the sounds effects. All the audio will be selected from http://www.audioblocks.com/. When using audio blocks you can select music/sound effects/loops first. Then you can select the type of mood you are looking for and then the kind of genre that you want. For our music will select happy/ upbeat and playful/silly for the organic farm, and for the organic farm will use sad or sentimental music and sounds effects. Here are a couple links for some reference of what we’re looking for. http://www.audioblocks.com/stock-audio/morning-sun.wav-92946.html?sguid=8336a3f2-e98f-43eb9e4c-0d554e97e354&sslid=47af05c6-1f16-404e-b99b-a272df848bbd&tab= http://www.audioblocks.com/stock-audio/slide-the-guitar-93498.html?sguid=d3caa0e0-4718-4da4-bbf4a2e0d68752f0&sslid=47af05c6-1f16-404e-b99b-a272df848bbd&tab=
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CONCLUSION 1. COLOR There are two different color pallets that will be used for the motion graphic. The different color pallets are mixed into one pallet, one is for non-organic farming and therefor has more grim colours and one is for organic farming and uses more vibrant colors. Non-Organic
Organic
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2. Typography The typography will be used in the last part of the motion graphic where the viewer gets information on the ingredients being used for the food workshop. There is a branding document that states what fonts are alloud to be used. This motion graphic will use the fonts Rayman Eco for the titles
Organic Pesto and Universe LT Std for the main text
Pesto come from the verte pestare, meaning to crush or beat. Pesto is a very old sauce, especially in cities on the sea, often hedged in by mountains an enemy fleets that might prevent access to food. In fact, all ingredients used in pesto can be kept for long periods while the basil could be easily grown on the window sills and perserved in oil for a long time. 3. Audio For the audio of the motion graphic we will switch between a friendly and happy tune for the organic farm and a darker more sadder tune for the non-organic farm. This will be achieved by using just one song and edditing it to fit the feeling that we want to give it. This song will be used for the motion graphic. http://www.audioblocks.com/stock-audio/morning-sun.wav-92946.html?sguid=8336a3f2-e98f-43eb9e4c-0d554e97e354&sslid=47af05c6-1f16-404e-b99b-a272df848bbd&tab=
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4. End Concept Here you can see a combination of colours and fonts we want to use. This will give you a better idea of how the end result will turn out.
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