Visual Appendix - W.A. Dwiggins

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V I S UA L A P PEND I X HAM ZAH L AHE R


RATIONALE For my v i s ual app en d ix, I am carryin g out an explorati on of W. A. D w i gg ins ’ i d e a s o f th e ‘p erfect’ layo ut d es i gn i n adverti si ng, expressed i n h i s b o o k (‘ L ayo ut in A d vertis in g ’, 19 2 8). Through layout testi ng an d de ve l o p m e nt p ro ces s es , it will b eco me clear as to how hi s i deas l i ve up to the p ractice o f ad vertis in g . Co re factors w i ll be taken i nto c on s i d e rat io n s u ch as s ig n ifican ce o f id eas and hi s era. The testi ng an d d e ve l o p m e nt p ro ces s will in itially include a seri es of sketches outl i ning key c o nc ep ts an d th eo ries , wh ich i n return w i ll provi de clear e vi d e nc e o n how th e layo ut id eas wo rk. In essence, the ‘ perfect’ layout i d e as s ho u l d ‘ wo r k’, h owever th ro ug h th o ughtful testi ng i t may refi ne myse lf as a d e s ig ner o r / an d may p rove to be otherw i se.


SKETCHES

Main text above followed by description

Main text above followed by enlarged visual

Main text on side followed by minimal text

Main text centred followed by description around

Description as the main visual

Visual followed by main text then description (order)

W.A. Dwiggins’ Ideas of ‘perfect’ advertising (layout) - shown visually in sketch format (Part 1)


SKETCHES

Large visual with large main text

Main visuals alongside long description

Large visuals with descriptions surrounding W.A. Dwiggins’ Ideas of ‘perfect’ advertising (layout) - shown visually in sketch format (Part 2)

Large visuals alongside various descriptions


SKETCHES

Large visual with large main text

Main visuals alongside long description surrounding

Large visuals alongside various descriptions

Large visuals with descriptions surrounding

Main visuals alongside long description

Large visuals alongside various descriptions

W.A. Dwiggins’ Ideas of ‘perfect’ advertising (layout) - testing against more descriptive designs for ‘perfect’ layout


SKETCHES

Text and visuals aligned bottom left - white space

Text and visual create centre of attention

Large visual contains text within

Large visual sparks a thought process

Text becomes the main visual

Large visual alongside centred text

W.A. Dwiggins’ Ideas of ‘perfect’ advertising (layout) - possible changes and development - promote simplicity, minimalism and white space (Part 1)


SKETCHES

Large visual with large main text centred

Main visuals and main text cover page

Large visuals with centred text

Centred visuals alongside centred text beneath (W.A. Dwiggins’ Ideas of ‘perfect’ advertising (layout) - possible changes and development - promote simplicity, minimalism and white space (Part 2)


SKETCHES

Large visual with minimal text centred

Visual alongside text aligned bottom left

Visual and text centred diagonally apart

Centred visual with incorporated text

Text as the main visual centred

Large visual with minimal text aligned diagonally apart

Exploring minimal advertisment layouts - further development of Dwiggins’ initial ideas (Part 1)


SKETCHES

Visual and text equally distanced apart

Text aligned alongside main viusal

Aligned visual and text scaled to create space Exploring minimal advertisment layouts - further development of Dwiggins’ initial ideas (Part 2)

Visual and text aligned centred page


SKETCHES

Visuals play a main part alongside minimal text

Text as main visual aligned centre

Main visual speaks the text / creates text / thoughts

Visuals have integrated text

Text and main visual aligned centre

Main visual aligned centre alongside minimal text

Exploring possible advertisment designs with new developed layout ideas (Part 1)


SKETCHES

Minimal visual alongside large text

Visuals and text enlarged to full page

Visuals and text aligned centre and downscaled Exploring possible advertisment designs with new developed layout ideas (Part 2)

Main text centred anlognside visuals surrounding


DIGITAL ARTWO RK

Large visual alongside large text

Digital designs - testing the newly developed layout ideas (Part 1)

Text aligned centre page

Main visual that speaks the text / creates thought


DIGITAL ARTWO RK

Main visual integrated with text

Digital designs - testing the newly developed layout ideas (Part 2)

Visuals and text aligned centre

Main text surround main visual


DIGITAL ARTWO RK

Minimal visual alongside large text

Digital designs - testing the newly developed layout ideas (Part 3)

Visuals and text enlarged to full page

Main text centred anlongside visuals surrounding


DIGITAL ARTWO RK

Notes: To develop ‘perfect’ initial layout ideas of advertisement by W.A. Dwiggins : - Promote clarity - Promote simplicty - Consider white space - Consider effective messages - Consider colour aswell as layout - Consider typography as well as strong visual design

Minimal visual and text aligned centre page and downscaled

Digital designs - testing the newly developed layout ideas (Part 4)


EVALUATION O ve ral l , t he ini t ial id eas o f W.A . Dwigg in s seem very outdated, w hi ch you can s e e v i s ually an d tech n ically. Fo r example, the si mple method of usi ng b as ic ty po g rap hy to s en d a mes s age i s not enough for the adve r t is e m e nt to co mp lete its tas k to wh at i t i s capable of. For me pe r sonal l y, the l a yo ut co n cep ts were very basi c i n the sense that i t woul d no t c o m p e te with th e curren t ad vert i sements of today, i n terms of i t b e i ng v i s ual l y s trikin g an d eye catch i ng. However, the mai n fac tor tha t s ho u l d b e co n s id ered is th e ch anges i n soci ety, as thi s woul d have a s i g nifican t kn o ck-o n effect on how the adverti sements s h ou l d p o rt ray its mes s age an d co n ten t.


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