Graphic design - Process book by Charline Giffard

Process Book

101324

for the course DSGN 2010, Fall Semester, 2010

Design Studio 1: Principles, Theories and Practices of 2D and 3D Design Prof. Michael B. LeBlanc Division of Design NSCAD University

Thanks to my husband, Ian McQuinn, for supporting me in the pursuit of my dream of studying in my field of passion: Design and Illustration.

Table of Contents Type Specimen. . . . . . . . . . . . . . . . . 2 Design Permutations. . . . . . . . . . . . 6 Grid . . . . . . . . . . . . . . . . . . . . . . . . 14 Hierarchy. . . . . . . . . . . . . . . . . . . . 20 Font Flag . . . . . . . . . . . . . . . . . . . . 26 Word Play. . . . . . . . . . . . . . . . . . . . 32 Ugly Web Site Regrooving. . . . . . . 38 Product Packaging. . . . . . . . . . . . . 46 "Home" . . . . . . . . . . . . . . . . . . . . . 54

Type Specime

e en

Type Specimen

DejaVu Sans Condensed

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!@#$%&*() DejaVu Sans Condensed 10pt

Helvetica Regular 10pt

Myriad Pro Regular 10pt

Cerias am, auda dendita doluptaquat porem cones nonserferum alicaecerum eossit aliquibus minte voloriam dolest, conet omnis quo endeles seditatem simaio. Ist, te destior as et occaborepudi omnis acipsam ut fugia con nis endit re coria a cuptassit inulliquam quaspid mo tentis parumque il mo beaquatur as molor aut eritatur, qui anis dolore sitate num que provitae ditaepuda volupidit alicimo tem simendit adic tentus molupta nate esequi omniene doluptur sim enimus quibus aut odis aspe quam.

A A A B B B C CC D DD E E E F F F G GG H HH DV

MPR

J J J K K K MMM N N N

MPR

Q QQ R R R S S S T T T DV

MPR

In this project, we were asked to choose a font from the DejaVu family and make a Type Specimen page in InDesign.

MPR

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 ?!@#$%&*()

123

DejaVu Sans Condensed 10pt

Helvetica Regular 10pt Cerias am, auda dendita doluptaquat porem cones nonserferum alicaecerum eossit aliquibus minte voloriam dolest, conet omnis quo endeles seditatem simaio. Ist, te destior as et occaborepudi omnis acipsam ut fugia con nis endit re coria a cuptassit inulliquam quaspid mo tentis parumque il mo beaquatur as molor aut eritatur, qui anis dolore sitate num que provitae ditaepuda volupidit alicimo tem simendit adic tentus molupta nate esequi omniene doluptur sim enimus quibus aut odis aspe quam.

DejaVuSans

Condensed

Myriad Pro Regular 10pt

AAABBB CC CDDD EEE FF F GG G HH H J J J KKK DV

MPR

M MM N N N QQQ R R R SSS TT T DV

MPR

Fig. 1.1

Fig. 1.2

Title: DejaVu Sans Type Specimen

Title: DejaVu Sans Type Specimen, Variation

Desi Perm tatio

ign muons

Design Permutations In this project, we had to do different monograms with our 3 initials. The objective was to gain insight into the almost infinite range of possibilities available even within strict constraints, to try to place values on these artifacts and to explore methods of combining these idea families to create new and unexpected designs. The end result of this exercise is not a finished Monogram Design. It is an exploration of the complex and iterative nature of the design process.

Fig. 2.1 and 2.2

Fig. 2.3 (right)

Title: First 45 permutations and Rotation, scale, weight and border 100 permuta tions

Title: Hand drawn monograms

Fig. 2.4

Fig. 2.5 and 2.6

Title: 50 breeding permutations and Final Top 10

Title: Process material

Design Permutations... getting there!

Fig. 2.7 Title: the best of each set

More than 200 design permutations later... and almost as many coffees... the Top 10! Template for Final 10 Designs Evolving and Breeding a Monogram Design Top 10 â&#x2020;&#x201C;

Parents â&#x2020;&#x201C; A.

M G

Fig. 2.8 Title: the 10 best final

Grid

Grid Cover grid analysis: Yoga Journal In general, the Yoga Journal has a pretty simple, Zen layout. On the cover, the name of the magazine is gentle in its form, but bold in its size and contrast with the background. The word journal sits perfectly below the O, in the gap created by the Y descender and the G loop, to make use of the fact that the word yoga does not have a nice graphic baseline when it is not capitalized. The rest of the page hierarchy flows naturally with a capitalized pitch at first, which focuses on one important article and then keywords in bold followed by lighter more detailed information. These, along with the magazine's name all align on the left side of the magazine, but are vertically centered between the name and the bar code so that the top and bottom gaps are the same. Other article highlights are found on the right side of the name as well as on the bottom right of the page. These highlights align with a line trace that we see in the background. The same with the word FREE on the left, which also aligns with a background line trace. The design is simple and efficient, aligned and balanced. The design also repeats over time as we can see

on another issue cover, which gives the magazine conformity, consistency and a general look that is easy to recognize in a magazine stand.

Content grid analysis The content grid is also simple, efficient and airy which allows the elements to breath like in yoga. The contents are on left side of two pages separated by advertisements. The title is again gentle but very light this time. The subtitle hierarchy is marked with type weight, size and color differences that work well. The text and images are aligned within 3 columns. In the first content page, the left column is specifically used for information related to the cover page. Two hairlines are used to separate that column from the rest of the page. There is repetition in the vertical and horizontal gap size between the images. The image credits in the magazine are all set vertically along the spine on each page. Boxes with dotted and rounded corner frames are used to enclose particular information. Again, as we can see below, the content design how the images and the information are arranged and in the use of the columns - tends to repeat from one issue to another. That repetition gives the audience comfort, confidence and unconscious fluency while reading the content section.

introduction text starts on the title page and continues to the left page of the spreadsheet below. It is contained in a large column that starts low on the page. Then the body-care Spreadsheet grid analysis instructions start in narrower columns with The first thing I noticed when I started lookdifferent type characteristics and a certain ing for good spreadsheet examples for a hierarchy. The introduction and the instrucgrid analysis was that there were no facing tions are separated here with a dotted line spreadsheets with the title page from the going from the top to a little more than the same article. The title page was always halfway down the page. Visual elements either on the right page or when it was on the left page, there was either a full-page illustration that went with the article or a full-page advertisement on the right page that separated the title page from the rest of the article. That is why we do not see the title page in either of my examples, although one can see the title page here. The spreadsheet I chose for the grid analysis is an article composed of an introduction or a short text to give a context to the rest of the article, which are instructions for different body-care treatments. The

related to the article such as rose petals are used to decorate the line and emphasize the separation in a very clever way. The line and flowery decoration is also used in the next spreadsheet of the article to separate two different cares. Finally, a picture of the care is placed on the right, bleeding out on the top and right side of the page and aligned with the second column of text on that page.

Spreadsheet grid comparison The other article is a book excerpt on the origin of the different yoga-pose names, so the construction and structure of the text is different than the earlier one. The text is laid out in three columns per page. The columns all have the same width and spacing. The elements of the spreadsheet form a big rectangle leaving an even margin on three sides of the page, although a little wider on the top. This article is part of the departments section and not the features section like the other one. The department articles are marked on the top of the spreadsheet with the department name and the feature articles are not. However, both spreadsheets have the page numbers at the bottom along with the website address. Aligned to that but closer to the magazine spine is the month of the issue. These bottom page elements are present on most of the magazine pages. Finally, instead of pictures, the article is completed with handdrawn illustrations.

Hier chy

rar

Hiearchy

In this project, we were asked to create a poster promoting Free Jazz Concerts. We were only allowed to use DejaVu Font Family, two provided pictures, and black and white or grayscale tone. We had to include all the text that was provided to us. Doing so, we had to focus on creating a certain hierarchy of information in order to gain the audience's attention and interest so that they will read on. To accomplish that, we grade the information from the most to the least importance and then use font size, weight or style differences to create contrast between the different information. Then we layout the information using a grid, including or not includ-

ing pictures. This was a very useful exercise since having constraints stimulates creativity. Out of my six prototypes, my colleagues preferred the ones highlighted in orange (page 24). So I took the best ideas out of the two and merged them into my final poster.

Thumbnails

Research

Chris Watson, 2004

Source: Lawrence Zeegen/ Crush, The Fundamentals of Illustration, AVA Publishing, 2005

Chris Watson, 2004

Best 6 thumbnails

Final version

THIS WEEK for African Heritage Month: Dende do Recife Capoeira and Asia and Nu Gruv Thursday, February 19th at 7pm: Dende do Recife Capoeira â&#x20AC;&#x201C; Tantallon Public Library 3646 Hammonds Plains Rd., Upper Tantallon. Call 826-3330)

The ancient Brazilian art form of Capoeira evolved from the diverse African cultures that were brought to Brazil resulting from the slave trade. Through music and song, slaves concealed the combative purpose of Capoeira, while illustrating the strength and beauty of cultural sharing. Join members of Dende do Recife as they demonstrate the many elements of Capoeira and describe how this exciting dance form arrived in Nova Scotia.

Saturday, February 21st at 2pm: Asia and Nu Gruv - All ages show at Dartmouth North Public Library

134 Pinecrest Dr., Dartmouth. Call 490-5840

The Halifax-based ensemble Asia and Nu Gruv weave old-school rhythm and blues, soul and funk with contemporary urban rhymes and beats. They draw on influences such as: Aretha Franklin, Luther Vandross, Curtis Mayfield and many others. Join the band in a dance-inducing celebration of African heritage.

TD Canada Trust Atlantic Jazz Labs: Presented by JazzEast and The Halifax Public Libraries: A series of free concerts celebrating

Years of African Heritage

*These concerts are supported by TD Canada Trust's Public Affairs and Community Activities Program (CAPA)*

FREE CONCERTS

Font Flag

t g

Font Flag

In this project, we were asked to design a Font Flag poster for one of the three DejaVu fonts. I chose DejaVu Sans Extralight.

Research

Source: www.youthedesigner.com

Thumbnails

Best concept evolution to final

Word Play

d y

Word Play

In this project we were given two words, a noun and an adjective. The noun communicates a negative idea. The adjective communicates a positive idea. We had to use typographic design to adapt the noun so that it communicates the idea of the adjective. My two words were AIDS and Humourous.

Research

Eric Howard 1999

www.gettyimages.com

Thumbnails

Work in progress

Final

Ugly Webs Regr

site roov-

Ugly website regrooving

For this project we had to regroove the website of a non-profitable organization. I chose the site of the St. Margaretâ&#x20AC;&#x2122;s Bay Stewardship Association. I know a couple of people that are involved in the organization and if they like the regrooving, I might propose to them to redo their website in the Interactive Design class next semester. The design weaknesses of their website are the following. First of all, the general look or aesthetic of the site is rather depressing; the colors are a little dull, especially the bluish gray. The overall appearance is not very appealing. There was a general lack of hierarchy. I found that the title should be

bigger, the menu items should be medium and the body text information should be small. Here, the title is the same size as the sub-titles: Hot Items and Quick Links, and the menu items are almost the same size as the body text. There are also too many separate menus (one on the top right, one above the banner picture, two below the banner picture and two in the boxes containing Hot Items and Quick Links). Too many menus makes the navigation confusing. Finally there is a lack of grid or vertical alignment, which does not help the readability of the site nor the aesthetic and feel of professionalism.

Research

Variations I did two very different versions of the regrooving. The first one was only vectorial, it looked fresh and clean, but lacked some warmth. After a short while, I really started to dislike it. So I did some research on different good website designs to try to find a style that I liked and that would suit the essence of the organization. So my second design is very different. It has as a background a nice photograph of

St. Margaretâ&#x20AC;&#x2122;s Bay. I used that photograph to build my grid for the element placement. I also did different variation of that design and the class critique helped me improve it to a final stage for this project. I am pretty pleased with it.

Final

St.M Stew Home About Us Issues Events Partners Forum Islands Heritage Hot links Register Log in Contact us

Welcom

The St.Ma by residen world. We quality of environme

As a chari and memb population build a vib volunteer mapping o forums foc communit

Margaret’S Bay wardShip aSSociation

argaret’s Bay Stewardship Association (SMBSA) was formed nts who feel we live in one of the most beautiful areas in the e share a vision that (a) celebrates, protects and enhances our life; (b) reflects community values; and (c) respects the natural ent .

itable non-profit organization, the Association’s volunteer board bership responds to challenges presented by change and n growth as well as encourages partnerships and programs to brant community. Recent projects include the public purchase and stewardship of Micou’s Island, revisions to local by-laws, asset of St. Margaret's Bay, and hosting a number of public community cused on managing change as well as a variety of social ty events.

Prod Pack ging

duct ka g

Product / Package For this project you had to design a box label for a new pharmaceutical product, "Butane Honey Oil." We had to research the typical visual elements of the current pharmaceutical packaging: typefaces, colours and graphic tropes, and other schemes that visually say "pharmaceutical drug". We also had to research the typical elements

of gaming visual communication: the typefaces, colours and graphic tropes in casino ads, lottery graphics, video lottery terminals, casino interiors and Nevada gambling culture. I also researched Honey related product packaging. For this project, the pharmaceutical product package had to have a gaming and casino aesthetic.

Research

Bayer AG

General Convertin Inc.

Walter Bosshardt, Wiedenmann AG

I-5 Design & Manufacture, Inc.

Marcel Buerkle

Turner Duckworth

Thumbnails

Variations

Utilisations: • soulagement de la douleur • stimulation de l'appétit • voyages d'un jour • élargissement de la conscience et un sentiment général de bien-être!

5 ml (tetrahydrocannabinol 98% USP) Instructions: Inhale, apply topically or eat. Visit our website for tasty recipes: http://luckygoldenleaf.com/recipes Dosage: Do not use more than twice per day. Avoid eye contact. Do not use if pregnant or breastfeeding. Store at room temperature (15–30°C), away from children. See a health care practitioner on a regular basis if you suspect, or are diabetic. Consult a health care practitioner if symptoms worsen. Manufactured by: Lucky Golden Leaf Ltd. (Hong Kong) http://luckygoldenleaf.com

Uses: • pain relief • appetite enhancement • day trips • mind expansion and a general feeling of well-being!

5 ml (tetrahydrocannabinol 98% USP) Instructions: Inspirez, appliquer localement ou à manger. Visitez notre site Web pour des recettes savoureuses: http://luckygoldenleaf.com/recipes Dose: Ne pas utiliser plus de deux fois par jour. Évitez le contact avec les yeux. Ne pas utiliser en cas de grossesse ou d’allaitement. Gardez à température ambiante (15–30°C) et hors de portée des enfants. Consultez un professionnel de la santé régulièrement si vous êtes diabétique ou si vous soupçonnez être diabétique. Consultez un professionnel de la santé si vos symptômes s'aggravent. Fabrication par: Lucky Golden Leaf Ltd. (Hong Kong) http://luckygoldenleaf.com

Final Version

Un extrait puissant de cannabinoïdes psychoactifs dérivés de cannabis sativa cultivé au Manitoba, au Canada sous la stricte supervision de Santé Canada A potent extract of psychoactive cannabinoids derived from cannibis sativa grown in Manitoba, Canada under the strict supervision of Health Canada

â&#x20AC;&#x153;Hom

me”

â&#x20AC;&#x153;Homeâ&#x20AC;?

For this final project we had to prepare a photographic scenario as a full-page spread in our process book that illustrates the use of a product or service that we had to develop using the theme "Home".

Research Source: Faigley, George, Palchick, Selfe, Picturing Texts, Norton & Company, Inc., 2004

Source: http://www.thedieline.com/

Thumbnails

Grand-Ma's

EMERGENCY

CHOC'A CHIP s ne a c e COOKIES with cpoconut! ORGANIC PREMIUM and QUALITY INGREDIENTS

400째 product is inspired by Grand-Ma Joan (my daughter's grand-ma), a "real" grand-ma. This 5 min. includes: 3 layers of 12 cookies each, 1 foil pan and 3 gift bags Grand-Ma Joan never comes for a visit without her can of freshly made chocolate chip cookies (our favourites!) and you can never leave her home without them either. I find these very soothing when stressed by anything and also very convenient to offer to visitors with tea or coffee. But we like them so much, they don't last long.

As busy people, we don't always have time to make our own chocolate chip cookies. You can buy a dry mix at the grocery store, but still, they take at least 30 minutes to prepare and bake. When unexpected visitors arrive, it is not the best solution.

As easy as 1,2,3! 1 - Take the cookies out of the freezer, 2 - Put them in the oven, 3 - Enjoy!

That is why the product is called "Grand-Ma's emergency choc'a chip cookies", ready to cook, and all made with the highest quality organic ingredients. That product would be found in the frozen section in the grocery, in a flat wide rectangular package, holding 3 layers of chocolate chip cookies laid on parchment papers, and a foil cookie pan. To use it, you open the package, put one cookie layer on the pan and put it in an oven heated at 400 degrees for only 5 minutes. The pan is reusable and the parchment paper is biodegradable. So in less then 10 minutes, your home can smell like grand-ma's home and you can serve to your guests a delightful snack! It is also very handy when one needs some comforting. Preferably eaten with a big glass of milk! The product also includes 3 gift bags so one can bring the cookies to a dinner party as a hostess gift.

tle t i l a y! e k Ma l happ gir

Original Grand'Ma Joan and grand-daugther Molly McQuinn

My everyday inspiration, my daugther, Molly McQuinn