BA (Hons) Graphic Design Context of Practice 3 Proposal Form 2013 Make sure you print a copy off for your own records
Name: E-mail:
EMILY LODGE el102548@students.leeds-art.ac.uk
SUBJECTS OF CONTEXTUAL RESEARCH ALREADY UNDERTAKEN
Level 4:
Advertising doesn’t sell things; all it does is change the way people think or feel'
Level 5:
Consumerism and the desire in advertising - How do brands manufacture desire?
AIM AND/OR OBJECTIVE OF YOUR PROPOSED C.O.P.3 PROJECT Does Typography Influence The Message? How does typography influence the viewers perception? Is this overuse of typefaces necessary?
1.
What research needs to be undertaken into the general and specific contexts of your practice?
• Typography • Typography In Advertising - Look into modern day advertising of products, as well as historical use of type in propaganda/older advertising • Typography In Design • Massimo Vignelli - looking into his idea of designers only needing four typefaces - could these four be enough? Is there need for more typefaces? • Weights of type & how they change how you think about what is written • Methodology behind type & it’s appearance - the original use
2.
What approach(es) will you take and what processes, methods, materials and tools are to be involved in research into your practice?
• Experiment in type - basic tests to see the difference & how these affect the message • Read articles/previous tests/experiments • Read books • Collect a body of typography
3.
What preparation or investigations do you need to undertake for your creative practice to take place?
• Collect a body of type working in different situations - see if there are trends to certain areas - see if there is the same font used in completely different circumstances. • Get a wide variety of research from different sources, with arguments from both sides of the discussion. • Undertake a series of experiments
BA (Hons) Graphic Design Context of Practice 3 Proposal Form 2013 Make sure you print a copy off for your own records 4.
What research do you need to undertake regarding who your creativity is for?
• Who is interested in this subject? Why? • Would anyone be adverse to the idea of typefaces being used in situations they are? • What typefaces do the audience think are easier to read/more emotive? Why? • What typefaces do the audience consider to be good/bad? Why?
Primary Sources of Information 1. Description
Collecting a body of typographical research - type working in different situations & evaluations on how this makes one feel/think
Location
2. Description
Undertake a series of experiments relating to how people react to different typefaces
Location
Secondary Sources of Information 1.
Book - ‘Typographic Design: Form & Communication’, Rob Carter, Ben Day, Phillip B. Meggs
2.
Book - ‘Advertising Design and Typography’, Alex W. White
3.
Article - ‘Effects of Typographic Factors in Advertising- Based Persuasion: A General Model and Initial Empirical Tests’ McCarthy, M.S., & Mothersbaugh, D.L.
4.
Article - ‘Hear, All Ye People; Hearken, OEarth’ (part 1 & 2), Errol Moss for The New York Times
5.
Book - ‘The Vignelli Cannon’, Massimo Vignelli
6.
Book - ‘Stop, Think, Go’, Mirko Ilic
Perceived problems or difficulties: • Getting together a diverse enough number of people to complete the experiments - how can I get these to a large audience? • Getting people to agree to the experiments - how will these be undertaken? With their knowledge or without?