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)
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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
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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.