INFORMATION DESIGN JAQUELIN HURST
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INFORMATION DESIGN JAQUELIN HURST
DECEMBER 2014 5
Dear Reader, It’s incredible to have had the opportunity to create this photo book. While taking the class, Print Production, at St. Edward’s University, I perfected my skills in document design utilizing the four basic design principles: contrast, repetition, alignment and proximity. This book shows the revisions and content I produced while exercising these principles. In just a short amount of time I was able to learn Adobe InDesign well enough to create this book showcasing the software techniques I learned in the class. I’d like to thank the professors in the English Writing and Rhetoric program at St. Edward’s University for providing me with the tools to decipher what technical information and visual design is vital to be on a document to create effective communication. The mood of the book stems from my own personal flare grasping ideas from a 1920s America. I’m drawn to the beauty of that time period with things such as Art Deco, Flappers, and colors of soft maroon and teal. This theme tends to pop-up in many areas of my life where I can show my personal style, such as the design in my bedroom and Halloween costumes. I also have a love affair with cherry blossoms, and you will see those throughout the book. I hope you enjoy flipping through!
All my best,
jaquelin hurst
6 INTRODUCTION
Jaquelin in Angers, France Spring 2014
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TABLE
of contents 8
FEATURES 10
14 18
22
Branding Package Construction of a branding package for Jaquelin Hurst’s personal brand
Advertisment Redesign 26 Redesign of an advertisment in the Aus- tin Chronicle from Discount Electronics
Poetry Broadside Construction of a broadside using a line from The Summer Day by Mary Oliver
Menu Redesign 30 Redesign of the menu at Strange Brew Coffee shop in Austin, Texas
Text Layout Construction of a layout that is text- heavy
Flyer Redesign Redesign of a flyer from St. Edward’s University sent to incoming freshmen
TABLE OF CONTENTS 9
flyer
redesign 10
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THE ORIGINAL
LET’S IMPROVE IT St. Edward’s University’s purpose in sending the flyer was to draw attention and make incoming freshman want to sign up for an LLC when choosing a residence hall. However, the original flyer did not fulfill St. Edward’s purpose. And, I am sure the students’ lack of interest was due to the horrible design of the document. Here is a list of things that are wrong with the document: • No color • Extremely text heavy • Overuse of bullet points • Includes unimportant information • Shows what is expected of student be- fore student is intrigued by the benefits How I improved it: • I got rid of unimportant text. The details about “accountability” can come after the student shows interest. • I created space between the two groups of text to let the viewer breathe. • I used the principle of proximity to group related information together. • I added color to draw the eye to the doc- ument. 12 FLYER REDESIGN
my ion s i v re
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advertisment
redesign 14
t n u o c s Di
Electronics
We Buy, Sell, Trade and Repair Electronics
Locations near you Austin - (512) 637-6887 San Antonio - (210) 510-2023 Round Rock - (512) 637-6687 Cedar Park - (512) 637-7258
Don’t ever pay full price for your electronics again. At Discount Electronics it is our goal to sell you the very best for an affordable price. All of our electronics are tested and in great condition before we put them on the floor. So come check us out, we promise you won’t be disappointed.
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THE ORIGINAL
LET’S IMPROVE IT Discount Electronics’ purpose in creating this advertisement to put in the Austin Chronicle was to make consumers aware of the business and influence them to purchase the store’s products. However, this advertisement does not utilize any of the four basic design principles, which creates ineffective communication. • The information has hardly any contrast to show information hierarchy. • Many visual elements are not repeated with clear intention to show unity. • The document doesn’t show any strong alignment to draw the eye in a certain direction. • Most items are spaced equally apart, giving the viewers no way to organize related information. How I improved it: • I put the most important information at the top of the page–what the business does and where it is located. This way the viewers can decipher if the following information pertains to them. • I made a pitch to the consumer after I stated the important information. • I added a few visual elements that don’t differ too much in color so I can keep a unified document. 16 AD REDESIGN
my ion s i v re Discount
Electronics
We Buy, Sell, Trade and Repair Electronics
Locations near you Austin - (512) 637-6887 San Antonio - (210) 510-2023 Round Rock - (512) 637-6687 Cedar Park - (512) 637-7258
Don’t ever pay full price for your electronics again. At Discount Electronics it is our goal to sell you the very best for an affordable price. All of our electronics are tested and in great condition before we put them on the floor. So come check us out, we promise you won’t be disappointed.
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menu
redesign 18
hot coffee
double strange brew 16oz; 5.00 our signature- rich, creamy, sweet, espresso espresso or americano single shot; 2.00 double shot; 2.50 triple shot; 3.00 quad shot; 3.50 drip coffee; 2.00, 2.25 organic, fair trade latte or cappuccino single shot; 3.75 double shot; 4.25 mocha or caramel latte single shot; 4.25 double shot; 4.75 hot chocolate; 2.75, 3.25 made with milk add syrup flavor; .75 vanilla, sugar free vanilla, hazelnut, sugar free hazelnut, almond, strawberry, raspberry, blackberry, peppermint, cinnamon tea latte; 3.75, 4.00 organic chai or matte
drinks
hot tea
Strange Brew cold drinks
cold brewed coffee; 3.00, 3.50, 4.00 take home cold brew exchange; free 64oz growler; 10.00 cold brew; 14.00 straight toddy; 20.00 frozen drink; 4.25, 5.00 mocha, white chocolate, vanilla, caramel, chai, matcha green tea the aristocrat; 5.50 peanut butter mocha; 5.50 frozen fruit drink; 4.25, 5.00 strawberry, mango, strawberry banana add alternative milk; .75 soy, rice, oat, coconut, almond add hemp milk; 1.00 iced tea; 2.25, 4.00 hibiscus mint, black
bakery
bagel with cream cheese; 3.00 rosemary salt, onion, everything bagel sausage wrap; 3.75 muffin; 2.75 blurberry, chocolate , bran peanut butter or chocolate chip cookie; 2.25 big chocolate chip cookie; 3.00 big cranberry oatmeal cookie; 3.25 gluten free chocolate chip cookie; 2.75 cinnamon roll; 3.00 coffee cake; 2.75 bundt cake; 3.00 fresh apple or lemon buttermilk apple pie; 4.50 pecan pie; 4.00 pumpkin pie (seasonal); 4.00 coconut cream pie (seasonal); 4.00 tea bread; 2.50 banana nut, punpkin nut, blueberry nut quiche; 3.75 spinach and tomato, spinach and mushroom
food
rooibos tea; 3.25 kenya chai sweet desert delight black tea; 3.25 masala chai classic english breakfast earl grey choice white tea; 3.25 ambrosia white rose green tea; 3.25 jasmine green dragonwell tropical green herbal tea; 3.25 restful blend turkish spice mint sweet texas dreams yerba matte ginger peach oolong tea; 3.25
sodas and steamers
italian soda 16oz; 3.25 vanilla, hazelnut, almond, strwberry, lime, raspberry, blackberry, cinnamon, peppermint fountain soda; 1.50, 1.75, 2.00 cola, dopple ganger, root beer, ginger beer, lemon lime, black cherry hot steamers 16oz; 3.25 vanilla, hazelnut, almond, strwberry, lime, raspberry, blackberry, cinnamon, peppermint
hot paninis
Strange Brew breakfast tacos served saturday 9:30am - 12:00pm & sunday 9:30am - 1:00pm
bean and cheese taco; 3.50 egg taco; 3.50 with up to 3 other ingredients sausage, bacon, chorizo, ham, potato, cheese, onion, greeen chili, beans add extra meat; 1.00 cheese; .75 green chili, potato, onion or beans; .50 all included with red or green salsa
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the monty strange; 7.00 turkey breast, swiss cheese and raspberry chipotle the kookaburra; 7.75 turkey breast, cheddar cheese, roasted green and red peppers the italian; 8.00 salami, goat cheese, sun dried tomato pesto, roasted red peppers and sweet balsamic the b-roe reuben; 8.00 corned beef, sauerkraut, swiss cheese and russian sauce the rypka; 6.50 pine nut hummus, tomato and sweet balsamic the hippy; 7.00 tomato, goat cheese, sun dried tomato pesto, roasted red peppers and sweet balsamic blt; 7.00 bacon, lettuce and tomato grilled cheese (add bacon 1.00); 4.50 cheddar, swiss or provolone cheese
sandwiches & others
chicken salad croissant (add bacon 1.00); 6.75 bacon, egg and cheese croissant; 6.00 chicken curry wrap; 7.25 veggie wrap; 6.00 chicken caesar salad; 7.50 hemp italian slider; 3.25 served on gluten freen onion bun pita chips and pine nut hummus; 4.50 chips; 1.00
THE ORIGINAL
LET’S IMPROVE IT 20 MENU REDESIGN
my ion s i v re
Strange Brew’s purpose in creating its menu was to relay to the consumer all of the food and drink options available at the coffee shop.
However, the seven paged original menu was so spread out and unclear about the options that the consumer would get easily confused about the options. • The document shows hardly any repetition throughout the menu to create unity. • The menu wastes too much space by restating information. • It has no clear logo to further extend the brand. • It does not use the design element of proximity to show related topics. How I improved it: • I grouped related topics. • I used contrast to show infor- mation hierarchy. • I got rid of wasted space to create a concise document. • I included a logo.
hot coffee
double strange brew 16oz; 5.00 our signature- rich, creamy, sweet, espresso espresso or americano single shot; 2.00 double shot; 2.50 triple shot; 3.00 quad shot; 3.50 drip coffee; 2.00, 2.25 organic, fair trade latte or cappuccino single shot; 3.75 double shot; 4.25 mocha or caramel latte single shot; 4.25 double shot; 4.75 hot chocolate; 2.75, 3.25 made with milk add syrup flavor; .75 vanilla, sugar free vanilla, hazelnut, sugar free hazelnut, almond, strawberry, raspberry, blackberry, peppermint, cinnamon tea latte; 3.75, 4.00 organic chai or matte
drinks
hot tea
Strange Brew cold drinks
cold brewed coffee; 3.00, 3.50, 4.00 take home cold brew exchange; free 64oz growler; 10.00 cold brew; 14.00 straight toddy; 20.00 frozen drink; 4.25, 5.00 mocha, white chocolate, vanilla, caramel, chai, matcha green tea the aristocrat; 5.50 peanut butter mocha; 5.50 frozen fruit drink; 4.25, 5.00 strawberry, mango, strawberry banana add alternative milk; .75 soy, rice, oat, coconut, almond add hemp milk; 1.00 iced tea; 2.25, 4.00 hibiscus mint, black
bakery
bagel with cream cheese; 3.00 rosemary salt, onion, everything bagel sausage wrap; 3.75 muffin; 2.75 blurberry, chocolate , bran peanut butter or chocolate chip cookie; 2.25 big chocolate chip cookie; 3.00 big cranberry oatmeal cookie; 3.25 gluten free chocolate chip cookie; 2.75 cinnamon roll; 3.00 coffee cake; 2.75 bundt cake; 3.00 fresh apple or lemon buttermilk apple pie; 4.50 pecan pie; 4.00 pumpkin pie (seasonal); 4.00 coconut cream pie (seasonal); 4.00 tea bread; 2.50 banana nut, punpkin nut, blueberry nut quiche; 3.75 spinach and tomato, spinach and mushroom
food 21
rooibos tea; 3.25 kenya chai sweet desert delight black tea; 3.25 masala chai classic english breakfast earl grey choice white tea; 3.25 ambrosia white rose green tea; 3.25 jasmine green dragonwell tropical green herbal tea; 3.25 restful blend turkish spice mint sweet texas dreams yerba matte ginger peach oolong tea; 3.25
sodas and steamers
italian soda 16oz; 3.25 vanilla, hazelnut, almond, strwberry, lime, raspberry, blackberry, cinnamon, peppermint fountain soda; 1.50, 1.75, 2.00 cola, dopple ganger, root beer, ginger beer, lemon lime, black cherry hot steamers 16oz; 3.25 vanilla, hazelnut, almond, strwberry, lime, raspberry, blackberry, cinnamon, peppermint
hot paninis
Strange Brew breakfast tacos served saturday 9:30am - 12:00pm & sunday 9:30am - 1:00pm
bean and cheese taco; 3.50 egg taco; 3.50 with up to 3 other ingredients sausage, bacon, chorizo, ham, potato, cheese, onion, greeen chili, beans add extra meat; 1.00 cheese; .75 green chili, potato, onion or beans; .50 all included with red or green salsa
the monty strange; 7.00 turkey breast, swiss cheese and raspberry chipotle the kookaburra; 7.75 turkey breast, cheddar cheese, roasted green and red peppers the italian; 8.00 salami, goat cheese, sun dried tomato pesto, roasted red peppers and sweet balsamic the b-roe reuben; 8.00 corned beef, sauerkraut, swiss cheese and russian sauce the rypka; 6.50 pine nut hummus, tomato and sweet balsamic the hippy; 7.00 tomato, goat cheese, sun dried tomato pesto, roasted red peppers and sweet balsamic blt; 7.00 bacon, lettuce and tomato grilled cheese (add bacon 1.00); 4.50 cheddar, swiss or provolone cheese
sandwiches & others
chicken salad croissant (add bacon 1.00); 6.75 bacon, egg and cheese croissant; 6.00 chicken curry wrap; 7.25 veggie wrap; 6.00 chicken caesar salad; 7.50 hemp italian slider; 3.25 served on gluten freen onion bun pita chips and pine nut hummus; 4.50 chips; 1.00
branding
package 22
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THE concept
and execution
I wanted to create a brand for myself that projects writing and designing experience. Adjectives I want connected to my brand: Professional, Chic, Innovative Inspiration • The Nieman Marcus logo uses a brush script creating a light and airy feel • Popular colors used in 1920s America •
The idea of stamps to make docu- ments official and professional
Typefaces • Script: Jellyka Saint Andrew’s Queen • San-Serif: Gill Sans Colors • • • • •
White Teal Beige Soft Maroon Black
255, 255, 255 0, 57, 64 166,146,134 123, 90, 85 0,0,0
Primary Logo • The logo at the top left corner of the package is the primary logo. I plan to use this logo on my business’ documents. Secondary Logo • The logo in the center, right side of the package is the secondary logo. I plan to use this logo on any collateral material my brand produces and on any docu- ments that can not fit the primary logo. 24 BRANDING PACKAGE
my ge a k pac
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poetry
broadside 26
Tell me, what is it you plan to do with your
One
wild and precious
Life
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THE concept
and execution
The beautiful poem The Summer Day by Mary Oliver shows us how precious life is, and the last line asks a very powerful question:
Tell me, what is it you plan to do with your one wild and precious life? I wanted to create a poetry broadside that expresses the feeling of the last line in the poem. I decided to use an image of a tree because I felt it represents life, and the branches could symbolize the many different roads you can take in life. I also chose to combine that image with another that represents the Big Bang explosion because the explosive image gives a sense of urgency and excitement that also lies within the quote. The font I chose is called “secret files.” I chose this because I felt like this question is very personal, almost how a “secret” is personal. For that reason, I originally printed the broadside on a 5in by 7in paper, so it could only be read in an intimate setting. I wanted the broadside to be mostly grey or black because I feel the quote, though beautiful, can also be scary and cold. It emphasizes that we only have one life and suggests that you must do something with that life, not just simply exist, which can seem like a lot of pressure sometimes. 28 POETRY BROADSIDE
my side d a bro Tell me, what is it you plan to do with your
One
wild and precious
Life
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text
layout 30
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THE concept
and Execution
I needed to design a layout that was text heavy, but I wanted the design to look light and airy. When the design for a document gives a sense of breeziness, the reader doesn’t feel so overwhelmed. This makes the reading more enjoyable and less of a job. Since I really wanted to project an elegant tone, I tried to keep the pages clean by allowing for much white space. I chose to make the sample article about ballet because that is a perfect example of when the designer would want to keep the design light and airy. 32 TEXT LAYOUT
my t u layo
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About the
author I am currently a student at St. Edward’s University in Austin, Texas planning to complete a Bachelor of Arts degree in English Writing and Rhetoric. In addition to my coursework in writing, I have taken classes in graphic design, public speaking and business. But, before I made my move to Austin, I grew up nearby in San Antonio. With the crazy Italians on my father’s side and the opinionated Dutch on mother’s side, my life is nothing short of interesting. As part of the first generation in my family to be born in America, I have always felt a strong connection to my parents’ cultures, which has influenced my passion for traveling. In the spring of 2014, I was able to study abroad in Angers, France, which was an incredible journey. I hope to one day have the opportunity to travel the world and write about my experiences. Thank you for looking through my photo book. I enjoyed creating it!
34 ABOUT THE AUTHOR
Jaquelin on Halloween Fall 2014
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au revoir 36 DECEMBER 2014
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