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1 My P roject Ho me 2 L if e and Dea th 3 T hroug h the Le tterbox 4 Workshops a nd Galle ry Vis it s 5 T ech D em Se ssion s 2
6 L ect ures
Project 1: My Journey Home Brief Visually represent your journey from university to home, or visa versa. Consider means of exploring things that you would not usually notice and less tangible ways of tracking your journey home. Also consider incorporating elements associated with maps.
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Generating ideas I dived straight into the brief and just put pen to paper and noted lots of ideas, I drew out a rough continuous line of the route I take from university to home just from memory and really liked the shape of the line. I thought of a variety of different ideas without picturing the final product. I had no idea at this stage what I wanted to produce, it was just a case of generating as many different ideas as I could.
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Developing ideas I created a spider-diagram from my initial ideas in my notebook. I did this to expand on what I already had and develop them further.
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Developing ideas Because I really liked the shape of the continuous line I wanted to do something with this for my final piece. I noticed everytime I did my journey it was different by a few minutes and thought of ways of communicating this. I came up with the idea of making a flickbook, this would allow the user to flick through at different speeds so it would have a direct link with the background. I had never made a flickbook before so it was a big risk as it was quite a short project. However I thought the idea could be really effective if it was successful. I began developing ideas for the flickbook, looking into sizes and how I could show the route I take.
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Developing ideas I created a spider-diagram from my initial ideas in my notebook. I did this to expand on what I already had and develop them further.
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Developing ideas I started thinking of ways of showing the path I take on my route home. I thought arrows were the obvious way so I thought about expanding my thinking and showing different factors of my journey through the path.
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Inspiration
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I scanned in the route I drew out and then overlayed some arrows I had sketched up in Illustrator where I stopped on junctions on my way home. These were the red arrows as its the colour from the traffic light and obviously green is where I’m cycling. I then had to convert these into layers as it would make it easier to print separate layers.
I then decided there wasn’t enough arrows to show the route accurately so made more of them, it took a while to export them into separate layers. I then converted the file into a .GIF so I could print each frame separately in Preview. This took a while as well. I soon learnt that this wasn’t going to work but I stayed with the idea to see how it would look printed. 10
This is the result of printing each separate layer from the Illustrator file. It was a long and painful process that nearly resulted in me scrapping the idea. I had to think of a different way to produce the flickbook. I knew from this that I didn’t want to staple it because it didn’t look very creative at all. Also the arrows were too small so I need to think of another way of showing where I am travelling.
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Red dots to represent me stopping at junctions on my journey home. I will use red polka dot stickers on black card for my flickbook.
Green dots to show when I am cycling on my journey home. I will use green polka dot stickers on black card for my flickbook.
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White dots to show the route I take on my journey home. I will use white dots for the flickbook, in the shape of my journey home, one dot per page.
Thickness of the line in the shape of my path home from university. The thickness of the line represents how busy the roads are, the thicker the line, the busier the road. I will use white Tip-Exx pen, a few millimetres each page.
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These are my final flickbooks. I’m really pleased with the outcome of them. The binding is simple yet effective. I think the colour dot stickers work really well in the second one. The only thing I would change is on the third flickbook, the line thickness doesn’t change an awful lot throughout so I would definitely take a lot more care in drawing the line if I were to remake the flickbooks. I think there needs to be a set of flickbooks for two reasons. The first is that it makes it a lot more interesting to have more than one as it allows people to have a favourite. Also, it gives the user a lot more information about my journey when they know the background behind each flickbook (the first showing the route, the second showing where I stop on my journey and the third showing the busyness of the roads). 14
Take a look at how the flickbooks work here: WWW.vimeo.com/112498970 15
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ROUTE
GO/STOP
BUSYNESS
This flickbook shows the route I take when cycling from university to home. I chose to design a flickbook as every time I cycled home, the journey time varied very slightly, so the user can flick through each book at different speeds. Therefore everytime the user flicks through the pages, they will see the route I take and they can flick through it at different speeds.
This flickbooks shows the route I take when cycling from university to home. I chose to design a flickbook as every time I cycled home, the journey time varied very slightly, so the user can flick through each book at different speeds. The colour of the dot on each page is related to where I stop on my route, the green dots represent me cycling and the red ones show where I stop at junctions.
This flickbook shows the route I take when cycling from university to home. I chose to design a flickbook as every time I cycled home, the journey time varied very slightly, so the user can flick through each book at different speeds. The thickness of the line on each page represents how busy the roads I travelled on were.
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Project 2: Life and Death Choosing the right time to overtake a lorry on a busy road can mean the difference between the difference between life and death. Brief Visually represent two images to appear on two rear panels of a lorry’s doors. The left side must represent life, while the right represents death.
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Generating ideas I produced a spiderdiagram in order to generate as many ideas as possible, whether they be completely random or very clichĂŠ, I put down anything that came into my head as I thought any idea could be useful and was worth noting down. I immediately started looking at technology and the extinction of devices and other things that have gone out of production. I then wanted to see how they looked visually so I printed out the lorry template and started sketching ideas onto them.
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Inspiration 20
Think
999
Inside
Based on the colour theory of using red to suggest death, also blood dripping. Bold font, all caps, shouting at the driver to ‘think’ before acting.
Shows car on fire on left and then 999, the emergency number. May need to adapt as it doesn’t really show life on the left and I’m not sure whether the mixture of number and image works very well.
Experimenting with perspective. Showing the inside of the lorry, almost as if there isn’t a lorry door, so the driver can see what the lorry is hiding - if there is any danger there.
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8-bit
Tunnel
Bridge
Heart represents a life on a video game and then “game over” represents the end of the game. Simple idea and a semiotic classic that will be good for international lorries. I just don’t think the idea has enough visual presence to communicate a bold statement.
Use of perspective to communicate the message. Based on the idea of light at the end of a tunnel, so taking the light away and putting darkness there creates a sense of danger.
Leading the eye to the danger of the overtake. Quite an interesting composition but the concept is quite confusing as it doesn’t really show life on the left.
Crack
Lorry crash
Extinction of technology
Based on the idea of something changing state. Either a mirror to make the driver look at it’s position on the road and make them think about their actions. Or cracked glassed. Also 7 years bad luck when smashing a mirror.
Links in with the context. Perspective could be developed to make it interesting. Car crash on the right door to link in with the accident being the danger.
Nokia 3310 was the mobile everyone my age had when I was younger. Most people will recognise it and it is a really interesting concept. I think I will look at developing this idea.
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Based on the idea of phrases to explain death, lighter than saying dead. Interesting concept, I will develop this design.
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Pattern
Pattern
Using different shapes related to life and death. Circle, no breaks, everlasting representing life. Death is a cross as it is quite a sharp shape and often associated with no entry and the colour red which connotates death.
Developing the pattern showing circles at a different angle. Heartbeat monitor on the other side. Can’t see this idea going anywhere.
Heartbeat monitor
Battery life
Baby in cot vs. body bag
Very obvious idea. Semiotic classic, perspective and setting could be developed to make more interesting.
Modern idea, a lot of people have issues with battery life nowadays, also batteries are in cars. Could look quite nice visually once illustrated in Adobe Illustrator.
Very dark idea. Could be a bit too dark but this makes the statement much more bold and important. Shows the start of life and then the end of life.
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This idea was based on video games the majority of people play when they’re young, the heart represents life as it is the icon for the amount of lives on a game. And obviously game over is when you die. I made these 8-bit illustrations on Adobe Illustrator using a grid and the fill tool. Could think about playing around with the background colour.
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Cheese and grated cheese. Based on the concept of changing state. Quite humorous, as grated cheese is being referred to as dead cheese. Like the composition of this but I feel the concept is rather weak in terms of making a bold statement, making drivers think about when they overtake.
Snowman and it changing state when the weather changes. Something that is a semiotic unless you’ve never experienced snow but a lot of films now show snowmen etc. so it would be understood internationally as everyone knows snow is made from frozen water. I feel the idea is too basic to communicate such a bold statement.
Based on seeing a few films where people drown. Quite a dark concept but this communicates the message quite well. May need to play around with the design to show life as well as death.
After the lecture from Amanda, I started to approach the brief differently, and she sparked some ideas to think about how well known films could play a part in communicating the message. I started thinking of iconic films that most people would have seen or could relate to and how they could represent life and death.
Jaws
Titanic
Shows the danger on the right hand side as that’s what is going to be eating you. Nice use of image, composition works quite well, however, I’m not sure whether people will understand the reference.
Shows the iconic ship sinking on the right hand side. However, there isn’t much life left on the left so the design doesn’t work completely but the idea is different from what I have been producing so its nice to see a variety.
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In the first pin-up crit, I presented this, the concept was based on a film I remember watching and seeing someone drown, the composition of the image really stands out on the back of a lorry. However, one thing that was brought up in the crit is that the hand should almost be on the other side as its just before death so it doesn’t show life.
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This was the developed idea I then presented in my next tutorial. I had managed to play around with the image on Adobe Photoshop and make it look as if the hand was literally milliseconds away from drowning completely and therefore resulting in death. This was in response to the feedback I received in the crit. However, I felt that it looked like one image spread across the back of a lorry and the concept of life and death wasn’t clear enough. So I decided to manipulate the image even further and play around with the splash and show the hand had already gone underneath the water, this then looks more like death. However, this wasn’t my favourite idea as I don’t think the concept is clear enough to communicate with drivers.
Final design
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In the first pin-up crit, I presented this, the concept was based on the extinction of technology. The left side showed the life of the current smartphones and the right showed the death of the traditional telephone with the circular dial. It was suggested that this illustration focused too much on the emergency calls information and this took the focus away from the original concept.
5 4 3
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7 8 9 ENCY CA LL ERG S FOR EM
FIRE POLICE AMBULANCE
} 999 DIAL
UNITED KINGDOM
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Extn.
5 4 3
6
7 8 9 ENCY CA LL ERG S FOR EM
FIRE POLICE AMBULANCE
} 999 DIAL
UNITED KINGDOM
2
Extn.
1 0
1 0
This was the developed idea I then presented in my next tutorial. I spent a long time creating the illustration for the traditional phone but felt it was really successful. I liked the developed version but felt the smartphone on the left side didn’t work compositionally because it was still zoomed in. When I looked at it from far away I realised it wasn’t as successful and looked a little odd, so I decided to illustrate the iPhone 6 body using Adobe Illustrator, this really tested my Illustrator skills. It was suggested by my peers that I add some colour to signify life and death, I immediately thought of green and red, good and bad. 30
Final design
5 4 3
6
7 8 9 ENCY CA LL ERG S FOR EM
FIRE POLICE AMBULANCE
} 999 DIAL
UNITED KINGDOM
2
Extn.
1 0
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In the first pin-up crit, I presented this, the concept was based on the term “6 feed under” relating to death. My peers thought the idea was really effective at communicating life and death but it needed developing. They said the main part of the saying is “6 feet” so this needs to be bigger, also the character on the left is not needed in order to communicate the message. It was also suggested to increase the size of either the sky or the underground element so it isn’t half and half.
This was the developed idea I then presented in my next tutiorial. It had come a long way since the original concept. However my peers still felt it was a little too basic. Many ideas were suggested in order to develop the idea further and I decided to add some details to the underground part of the image, and also add an object which could make it clear life was on the left side and death was on the right side.
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Final design
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Project 3: Through the Letterbox The essence is that if you want to effectively visually communicate to an audience it is vital that you are clear as to what you want to say, who you want to say it to and how you want to say it. Brief Choose one of the articles, research the background to the story and produce a visual message that expresses your opinion to a chosen target audience 34
Police use of Ripa law threatens our civil liberties and press freedom Police increasing use of Ripa (Regulation of Investigatory Powers Act). Met police accessed phone records of Tom Newton Dunn, the Sun’s political editor.
Times revealed Kent police were granted permission, via Ripa, to obtain billing and call data of two journalists investigating the Chris Huhne speeding points scandal; David Dillon Mail on Sunday’s news editor, and his source, Andrew Alderson - a freelance reporter. Kent force defended themselves saying it was “proportionate, lawful, and necessary.” Other newspapers said rights to these sources were protected under European law. Ripa was enacted in 2000 to deal with terrorism, organised crime and murder. Only circumstances it should be overridden. If police can obtain phone records of reports, people will stop calling them, meaning few stories. This means the publication of less public-interest information resulting in an enhancement of our already secretive society. Misuse of Ripa threatens our civil liberties. 35
Forming an opinion and decoding the article After reading through the article and summarising it, I wanted to summarise it even further by making 2 spider-diagrams, one for the facts in the article and one for my opinions. This would help me when it came to researching the background and then working out what my opinion of the article was so I knew how I wanted to respond to it.
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Information gathering and research. Looking into the background story behind the article and more about RIPA law to see if there was anything interesting I could find out about the law and maybe respond to something I find with the law. However, I was more interested in the privacy side of the article and finding out more about phone hacking, tracking devices and how companies were abusing this.
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Using BOB for background research I decided to use Box of Broadcasts (BOB) to find out more about previous phone hacking incidents to gain more knowledge on the background information. I found this form of research really useful and quite enjoyable. It was also really easy to use and find a relevant programme, also the subtitles show up on the side and allow you to search for key words and/ or phrases.
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Source: Hacking: Power, Corruption and Lies, [television programme, online], Prod. credit n.k., Prod. company n.k., Prod. country n.k., 21:00 25/6/2014, BBC 2 Scotland, 60mins. http://bobnational. net/record/228694, (Accessed 21/11/2014).
Further research into background and relating topics I continued to research relating topics and thought of some more ideas in response to the article and my opinion of it. I really liked the idea of displaying information such as statistics in a creative way in the style of David McCandless, so I started looking for statistics on the usage of device tracking and usage within companies such as social networks.
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Gathering statistics I found it very difficult to find statistics relating to companies using device tracking, which I wasn’t really surprised by as nowadays things get covered up really easily if it is damaging to a company’s image. However, I do remember reading articles when the Facebook Messenger scandal was first exposed that have now been deleted, it would have been good if I could find some statistics relating to this as it is a topic that effects billions of people over the world. I decided to go off this topic as the statistics I found didn’t interest me at all and I’m sure a lot of people don’t really care about the number of Facebook users that don’t use strong passwords.
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Developing ideas I stumbled on the idea of internet cookies whilst procrastinating on Facebook. I noticed there was an advert for a product that I had just been looking at but decided not to purchase it. I thought this was quite scary and I started to question how they knew I was just looking at that product and how they knew I didn’t purchase it so they targeted ads at me in order for me to change my mind. I looked into it and found a website that was really horrible to look at as it was just chunks of writing with a very dated design, it almost made me not want to read it at all but the things I was reading were really interesting.
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Screenshots of the website where I found out a lot about the Cookie policy and how people are manipulating the original Cookie policy. The first thing you see is “You have zero privacy anyway” which is a very interesting quote that makes you think. The website is very basic, its purpose is obviously to communicate masses of information and not a lot of time has been spent on the design. It isn’t very inviting and doesn’t encourage users to stay on the website.
This page tells you all about how you’re traced when you’re browsing the website. When you look at it, all you see is a massive body of text. I want to simplify this and encourage users to find out how they’re being traced. Also a lot of this information won’t appeal to my target market so I need to sort through it and narrow it down so I find the information that applies to my target market. 42
This screenshot talks about the data heist, how companies are taking data from us and what its really being used for. It also shows the menu of all the different things this website contains. An excellent source and very reliable. However, it may be biased but this doesn’t really matter as the author seems to have the same opinion on the misuse of Cookies as I do.
This was a screenshot I took on my web browser to show how I had visited 1 website since using that browser and DoubleClick had already planted their cookie into my computer. It just shows it really does apply to the majority of internet users. 43
WHO? So many people browse the internet so its difficult to target a selective audience however I am going to go with students and adults up to the age of 60 as these are the people that are most involved with social networking sites and are being targeted with these ads, as they are the people who are most likely to buy products online compared to children and elderly adults.
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Students and adults up to the age of 60.
WHY? Hardly anybody I spoke to regarding internet cookies had heard of DoubleClick nor did they know what internet cookies really were. They had just read the little information box that is now shown on all websites saying “This site uses cookies.” but very few had any idea what they did and how they worked. I want to create something that informs my target audience of students and adults up to the age of 60, what internet cookies are, who DoubleClick is and what it does, and how to reduce the chances of being tracked online, which will, in turn, reduce the amount of money made from watching people browse online.
TO INFORM MY TARGET AUDIENCE AND PROTECT THEM ONLINE. ALSO TO REDUCE THE AMOUNT OF MONEY DOUBLECLICK MAKES FROM WATCHING YOU BROWSE.
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HOW? As my concept is about internet cookies and browsing online, I think the most appropriate way to communicate my opinion and research I’ve found is through a website that works on both web and mobile devices as Cookies operate on both. Also there are a large number of people nowadays that tend to use their mobile devices to browse online as they are constantly on the move. I first need to think of a domain that will give my audience an idea of what the website will be about, something that is also catchy. I then need to purchase this domain and also some web hosting so I can put my website I design live, this makes it easier in sending my link out to my target audience through the letterbox. I then need to design the website in a way that encourages my target audience
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to read the information, something interactive that encourages them to stay on the website instead of just clicking off it, this will happen if it is too dated and dull. Students and young adults like simplicity and a design that doesn’t require them to read a lot. I also need to design something that will be sent through the letterbox informing my target audience of how to reach the website. I might consider using a QR code that can be scanned on mobile devices. Maybe play on the character of the Cookie Monster but used in a completely different context, make DoubleClick the cookie monster as it is making the most money and manipulating the Cookie policy the most.
Design a website that works on desktop and mobile devices that informs the reader. Also design something that will fit through the letterbox inviting people to visit the website.
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Inspiration 48
Inspiration
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I created this character on Adobe Illustrator using the pen tool. I wanted to make it simple but base it on the Cookie monster character that everybody knows. I felt that this was too basic and the mouth was too large so adapted it slightly.
This is the adapted version. I felt it was necessary to include cookies because of the context and thought I would exaggerate them because of the amount of data DoubleClick is collecting from people. However, I don’t think this would be appealing to my target market so decided to make it more sophisticated. Also pixelated the cookie to link with the context of web as images are sometimes pixelated.
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I then developed it even further and created smaller crumbs breaking off the cookie to make it look as if its eating it all up. I really liked this and when I asked some of my peers all of them to see which one they thought was most suited, they chose this design as well.
I only had a few weeks to design the website and get it live so I knew Adobe Dreamweaver was too advanced for this time scale. I had never used Adobe Muse before but I had heard it was really easy to use and knew this would be the ideal program to design my website on. I used the designs I sketched up to start building the design.
As my concept was about online privacy and there are a number of users who only use their mobile for browsing online, I thought it was vital to design a mobile site as well. Luckily Muse gives you this option from a menu and it has the dimensions already made for you, saving even more time. The text needs to be a lot bigger on a mobile site and the design needs to be stripped down so it is really simple. I knew I wanted my website to be interactive so I decided to learn how to use Parallax Scrolling in Adobe Muse. This encourages people to stay on the website because it involves the user to click or scroll down to reveal new information, making them feel a lot more involved. I found a tutorial on Lynda. com and it was really useful, after watching it and playing around on Adobe Muse I found it quite easy to work out what each setting meant, it was literally a case of trial and error.
I showed this in my tutorial and the only thing that was mentioned that needed to change was the titles and making “So what can I do?� A lot more obvious so if people just want to know how they can protect themselves, they can just skim-read to the part.
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Included the character on the website to show link between. However, not sure it is suitable for the flyer. Font needs to be bolder and I think I may add a QR code as well as having the URL as it is much more modern. This design is very basic and not very interesting so I need to develop it.
DID YOU KNOW PEOPLE make money from watching browse the internet? Scan the QR Code or go to www.stopfeedingthecookiemonster.org.uk to find out how to stop them
Changed the design completely, making it much more modern and minimalist, so it makes a bold and clear statement, something my target audience would want to see. Easy to read. Emphasis on the word “you” to make it much more personal. Not sure if I like this emphasis or not as it looks a little odd. Added a QR code for those using mobile devices makes it much easier to access site.
DID YOU KNOW PEOPLE make money from watching YOU browse the internet? Scan the QR Code or go to
www.stopfeedingthecookiemonster.org.uk to find out how to stop them
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Increased the leading again and made the paragraph justified with last line aligned left. A lot more clear and much less effort is required to read. Also it fits nicely as ‘browse the internet’ is on it’s own line linking with the context. Also increased the size of the URL so it’s obvious for those who don’t use QR scanners.
DID YOU KNOW PEOPLE make money from watching YOU browse the internet? Scan the QR Code or go to
www.stopfeedingthecookiemonster.org.uk to find out how to stop them
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This is an example of an origami envelope I found. I tried using a design that didn’t use any glue as it would be cheaper to manufacture on a larger scale however I don’t think this is very successful. I will look to design a much slimmer, more stylish envelope. Another thing is that when the tracing paper is folded, it becomes a little more translucent and makes it harder to read what’s inside. This partially defeats the object of using tracing paper as I want the reader to be able to scan the QR code without opening the envelope. I really like the idea of using tracing paper as it links to the context very well.
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Luke Brown 63 Bennett Road Bournemouth Dorset BH8 8RH
Above is the first net I produced for the redesigned envelope. It didn’t work because the glue was visible through the translucent paper to I had to move the tabs onto the opposite side so they would stick behind the flyer that will be inserted. Also, I had to cut down the tabs when I cut it out as they could be seen behind the address and it looked a little odd. The fold over slip that stopped the flyer from falling out also didn’t fold over nicely because the back was too long so I reduced the size of this. I also moved the address lines to the right a little as when I inserted the flyer, the QR code was partially blocked by the address lines so this would effect it being scanned. The developed design is much neater and works perfectly. Also added a semi-circle cut out so the user can remove the flyer easily if they want to pass it onto a friend, stick it on the fridge or if they have difficulty reading it through the envelope. 57
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The envelope made from tracing paper works really well. The QR code can be scanned without the reader even having to open the envelope. They can also read everything clearly, so it will communicate with more people - even the postman! The design is simple, yet effective. I’m really happy with the final outcome. The only thing I would change is either printing it onto thicker paper so it doesn’t bend as much, and I would also have a design on the back, maybe some more information about internet cookies - so they know a little bit about internet Cookies before going on the website.
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Workshops and Gallery Visits Workshops Perfect Binding Gallery Visits Disobedient Objects, V&A Museum, London Museum of Brands, Packaging and Advertising, London 60
Perfect Binding It has advantages and disadvantages, which need to be taken into consideration when choosing what binding technique to use.
Paper Grain
Before beginning any bookbinding, it is essential to ascertain the paper grain of the paper/board you are using because the glue won’t bind properly if the grain is running the wrong way.
PERFECT BINDING Quick and cheap Can bind single leaves, or folios Doesn’t lie perfectly flat (spine could snap) Better with cheaper paper, low quality print Doesn’t stand up to heavy use
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I was quite pleased with the outcome of my first book I made using the perfect binding method. The only thing I would change would be when lining up the pages when they were in the screw press, I would make sure they are perfectly straight as my book came out a little skewed as the pages weren’t aligned completely flat.
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V&A Museum, London 1st October 2014 63
I went to the Disobedient Objects exhibition at the V&A Museum in London. I really enjoyed the exhibition as it was interesting to see all the different propaganda used over the world. Also the video that was playing on the wall showed different protests around the world in the past. It was interesting to see the variety of tactics to get their own way but also to get their point across in terms of the props used and the way they were designed. The photographs on the right show some of my favourite pieces from the exhibition.
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MUSEUM OF BRANDS, PACKAGING AND ADVERTISING, LONDON 23RD NOVEMber 2014 65
The Museum of Brands, Packaging and Advertising doesn’t allow photography whilst inside so I managed to grab this photograph off the internet to show the sheer amount of packaging that has been collected since the beginning of the 20th Century. When walking around the gallery it is almost like a timeline, it creates a sense of nostalgia as I saw some packaging that I remember seeing when I was younger. It is amazing to see how the logos and packaging style has developed through the years, and this is where the companies that have been around for decades really stand out as most of them have kept the same/similar logo throughout. Visiting this museum was definitely eye opening and really inspiring, seeing so many different styles of design has really helped me when working on the current briefs.
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Tech Dem sessions Adobe Illustrator Adobe InDesign
Recreating logos using the basic tools of Adobe Illustrator.
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Using the bevel and revolve tool in Adobe Illustrator.
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Using the blend tool in Adobe Illustrator. 71
This session was learning the basics of Adobe InDesign, playing around with paragraph styles and layout.
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This session we learnt how to import cropped images from Photoshop, text wrap and paragraph styles with a stroke behind the text.
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So What is Graphic Design? Kirsten Hardie Introduction to Visual Culture and Reseach Kirsten Hardie The Visual Space Amanda Evans The Seduction of Advertising Kirsten Hardie Workshop: Creative Banquet Kirsten Hardie Workshop: Packaging Design Kirsten Hardie Reporting, Recording, Representation and Receiving the Moment Kirsten Hardie
something about something in the current time, it never neutral so it is always taking one side of an argument and communicating that.
Power of WOW - Something that surprises you Language on packaging: How are stories told to us? Power of language and the power of imagery, both contribute to successful packaging design. Successful pieces of packaging design: -- Innocent Smoothie - Have the banana line (contact number) so when you’re bored you can call this number and they will tell you something to cure your boredom. -- Uncle Ben’s - If you call Uncle Ben’s contact number you are told a recipe using Uncle Ben’s rice while you wait on hold -- Coca Cola - Coke Zero - Zero Zero 7 when new bond film was launched, clever packaging linked in with current times and became a collectable item Nobody teaches you how to listen so it is up to designers to communicate something to you in creative ways, in order for you to listen. Communication is making sense of visual language often through typography and on posters. “Designers should read about everything except design” - Phillipe Stack Design is about communicating
Examples of how design is never neutral: -- Banksy -- Street protests - Disobedient Objects -- Tidy man (1960s) - Encouraging to recycle -- Propoganda Cultural conditioning, things mean different things in different cultures and countries e.g. colour. For example, Cadbury is purple over here as it means luxury and bravery. However if Cadbury was to be launched in USA, it would never be successful as purple means the exact opposite, colour of poor.
Culture: -- A shared understanding, experiences, language and codes -- They unite people. -- Dynamic history movement in visual arts and drama, music - these define a group of people Non-verbal communication Tall, broad man is looked at as being the leader as it is thought to be more responsible and is given more credit. Power of a handshake, clenching their arm is a strong handshake politicians use this all the time to assert dominance. Mason have their own handshake to recognise who else is a mason, without verbal communication Body Language: -- Middle finger is a form of body language that is cross culture, everyone recognises this as a form of abuse. -- Pointing finger held to lips is linked to secret society and world order -- Tilt of head, shows interest and empathy -- Clench hands above groin, stop any additional communication, below groin is defensive Introduction to Visual Culture Leicester is the first place in the UK to have less white people, curry becoming Britain’s favourite food, multi-coloured, plurality of cultures.
High culture - Ballet, opera etc. Low culture - recorder, dog racing, bingo etc. Cross culture - Recognised across different cultures that has the same meaning, a good example of this is Che Guevara who everyone recognises but may not know the full story behind it. Popular culture - things that we share Parent culture - Sub cultures Developed when you’re young and being brought up. e.g. mods, skinheads all have sub cultures such as hairstyles and dress sense. Visual culture is in everyday life, architecture, advertising, packaging design, its everywhere We are consumers, it gives us pleasure (aesthetic and mass pleasure) Neomania - Demand/excitement for the new e.g. Apple Key aspects about visual culture: -- Production -- Distribution -- Consumption Tastes between cultures can vary, 1950s artists sold more paintings than Van Gough because he sold them in Woolworth’s, this is frowned upon, but because they were cheaper they attracted more people in the low culture.
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Visual Literacy - Able to read/decode images -- Contextual knowledge -- Understanding our relationship with image/text -- Prior experience or information about topic -- Appreciation of culture/source Perfume advertising: -- Sexual suggestion -- No idea about the smell -- No idea about the price -- It is selling a culture Trainer advertising (K-Swiss, nobody wearing the training, all holding): -- Sexual juxtaposition -- Nobody holding the trainer -- Selling a culture of respecting the trainer Totemism: Relationships between objects are made to represent the relations between people or groups of people Watching TV is often considered to be a passive activity but we read a sequence of text, images and hear things - a lot more effort than it is thought to be. Visual competence: -- Give values to things: -- Artistic values -- Use value -- Personal/ sentimental values -- Monetary/ exchange values -- Artistic merit and historical importance (also give monetary value)
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Basic approaches to visual culture: Phenomenological and hermeneutic
(Subject based approach) Importance of the role of the individual consciousness in understanding Structural approach - Role of structures (values system of representation) Introduction to Research ASDA most read magazine in May 2013 - Because its free.
Actor who played the drumming gorilla spent 40 hours practising the routine, but poor visibility meant the sticks could break so it took 35 rakes to produce the 90 second clip.
Linked with Life and Death project Ideas: - use of basic geometry - optical illusions - size of objects (not usual size - large eyes etc) - use of perspective to lead eye to a certain part of image - forward vision (text far away etc) - screenshots of films linking to Life and Death (21 grams) - semiotics, understood internationally (signifier - object itself, signified message it betrays) metaphor (figure of speech where applies to an object or action where it is not literally applicable) - use of block colour - use of irony - humour over notion of death - proportion of objects - swearing - lies - what signifies death (number 4 in Korea/ Malaysia)
Cadbury were going through some hard times before the advert was launched as there were cases of Salmonella infecting some products and it cost them £20million in product recall and lost a lot of interest from the public so this helped them out massively.
Examples: -- iRaq (Milton Glaser ad using Apple’s iPod style of advertising) -- Haemorrhoid object using sandpaper as toilet paper, makes audience think what it could be advertising, suggestion
Timeline: -- Gets loaf of Hovis bread -- Suffragettes (early 1900s) -- WWI (1914) -- WWII (1939) -- Coronation (1953) -- Mods and World Cup winning (1966) -- Immigration (1970s) -- Miners strike (1980s) -- Millennium (2000)
Research activity: What is it Date Who designed it Country Interesting fact about it Cadbury’s Gorilla TV Advert 90 second TV and cinema advertisement launched on the 31st August 2007. Designed by a design agency based in London, UK, called Fallon (who also designed the Sony Bravia TV advert with bouncy balls). Gained over 500,000 page views in the first week on YouTube, music by Phil Collins ‘In The Air Tonight’
Subtlety of graphic design by suggesting things is a lot more successful.
Sony Bravia TV Advert (Bouncy balls over San Francisco) -- Gentle music (Jose Gonzalez Heartbeats) -- Wonderful images -- Unique Cadbury TV Advert (Gorilla - In The Air Tonight) -- Memorable -- Rocky time in Cadbury history as just been sold to American company -- Took 40 hours to train actor -- Pun of Guerrilla advertising Hovis TV Advert (Through the Years) -- Playing upon heritage -- Everything changes -- Only constant is the product (Hovis bread) -- Nostalgia and heritage -- Shared/ popular memory
Companies will use their heritage as part of their selling technique, also companies will use the fact they have served the Queen. Some fake heritage by stating est. 1992 (that’s not that long compared to other companies) Considerations: -- Commercial propaganda -- False needs -- Creativity -- Commercial culture -- Public perceptions -- Infomercials -- Reminder campaign - Mars in Penguin books during the war, rationing meant people couldn’t eat Mars bars so they said they would still be around when the war is over. -- Online advertising - flash, pop-up, banner, advergaming, popover MediaWatch-UK: -- Educate consumers -- Concerns about advertising AdBusters: -- Global organisation based in Canada -- Anti-advertising -- Exposes corruption in advertising -- Set up in 1989, non-profit Advertising is a form of mass persuasion -- impact and importance of advertising -- integral part of modern culture -- social communication -- negative influence -- satisfaction of consumer needs -- induce and increase consumption
Social Grades: A Higher managerial, administrative, professional (footballers, bankers, lawyers) B Immediate managerial, administrative, professional (dentists, doctors, company bosses) C1 Supervisory, clerical, junior managerial, administrative, professional (ASDA supervisors, secretaries) GRAPHIC DESIGNERS sit in-between C1 and C2 (AVG. SALARY OF JUNIOR GD 15-19K) C2 Skilled manual (brick layers, plumbers) D Semi-skilled and unskilled manual (labourers) E Lowest levels of subsistence (widows, casual workers, unemployed) Good advertising make you want something you don’t nee, emotional appeals, false needs - desire. Coding systems: Use of lighting, colour/ monochrome, sound, editing, facial expressions ASA: Advertising Standards Agency -- Protect us from misleading ads that may exploit us -- Have codes of certain behaviour that everyone must adhere to for an advertisement to be accepted 80% of all impressions are received through the eyes. Embedded Advertising (Product Placement) -- BBC banned Ambient Advertising
Advertising in places that are nontraditional (men’s urinals, petrol pumps, floor) P. T. Barnum -- First great advertiser in America -- Considered a genius On average we see 3,000 ads a day, if we go shopping in a supermarket it is 9,000. USP = Unique Selling Proposition, sometimes this is the packaging itself.
Workshops: Creativity Banquet and Packaging Design What is Creativity? Imagination to produce something that is both original and of value We all have a level of creativity, culture and upbringing, peers, family, environments, methods of teaching all play a part in how creative we are Lateral thinking: -- Abstract -- Concrete -- deBono: Water logic - flows (us as designers use this form of thinking) Rock logic - conventional, strictly sequential Creativity - “One of the most abused, indifferent of even hostile word in the English language” Emotional intelligence: To be able to recognise and respond to people’s emotions Police have been found to laugh when delivering bad news to people as it buffers and makes it easier to communicate bad news CREATIVEReview University of the CREATIVE Arts CREATIVE thinkers The word CREATIVE has power 85
“Creativity is important to the nation” John Sorrell (2002, Creative Island) -- We cant compete with China at manufacturing and labour etc. -- Look to alternative forms to make money -- We buy majority of our food in nowadays -- We can develop our thinking There has been no or very little research into creativity in designers Cognitive process of creativity: -- Selecting -- Relating -- Combining -- Evaluating -- Selectively retaining -- Communicating Cognitive approach to creativity: -- Expertise Knowledge of field but does not always mean you’re creative -- Problem solving -- Creativity in problem solving Packaging Design Branding and reality are different Water packaging: -- Nestle - Healthy, uplifting -- Evian - Makes you feel young -- Perrier - Sexy, luxury, branded like alcohol -- Voss - Luxury, buy it for the bottle (packaging) We see 15,000 trademarked products, 35,000 if we go to a supermarket 86
Packaging considered to be printed
ephemera, we just throw it away so it is considered the lower end of the design hierarchy www.thedieline.com - for packaging design inspiration Considerations: -- Ephemeral -- Recycled -- Rubbish -- Collected -- Contexts of use -- Social and cultural artefact -- Historical document -- Physical -- Relationship with packaging (ergonomics) -- Protect (temp, pets, weather) -- Transport (weight) -- Store (cultural association) -- Display, Stockability (ergonomics) -- Aesthetics (eye and buy appeal) -- Provide info -- Communicate immediately and effectively -- Memorable -- Reassure consumer -- Encourage purchase (persuade, entice) Children’s packaging Use of monsters to overcome their fear by eating contents Tactics companies use in packaging: -- Orange, red, yellow - make us eat more as they’re happy colours -- ASDA piping smell of hot cross buns through store around Easter to encourage purchase -- Brand icon - Tony the Tiger (Frosties) for children so no teeth or nails
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Packaging may be the USP (Toblerone, and toothpaste) Use of signature (Kellogs) Provenance proven - British farmer
Juice -- Refrigerated: 3 layers of material -- Shelf label: 5 layers (layer of aluminium and additional polythene layer to preserve) Food Label Regulations (1996) -- Storage conditions -- Best Before Date -- Ingredients, in order of % content We’re way behind the rest of Europe in terms of how we deal with packaging (waste and secondary usage) Examples of packaging: -- Absolut Vodka Bottle 2012, every bottle was different colour, none were the same -- Coca-Cola packaging (Zero Zero 7 - collectable, names to encourage purchase) -- Clever puns, witty lines -- Intelligent packaging - plastic changes colour when loses ripeness (fruit) -- Edible packaging
Reporting, recording, representing and receiving the moment Photo Journalism Photojournalism is a particular form of journalism (collecting, editing and presenting of news material) that creates images in order to tell a news story. Emerged in the 1920-30s ---
Role of photography has certain cultural connotations Camera can be highly intrusive and invade personal space
Photographs used to be associated with the truth as they were at the scene but nowadays with photo editing, it has become a lot more dangerous, there has been a lot of instances where -----
Intent? Motive? Outcome? Evidence?
Black and white vs. colour -- B&W may look old -- Colour adds emotion Picture making was spontaneous, topical and rapid War photographers were employed by the government -- Purpose - wasn’t financial it was to document history
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Not allowed to take photos unless they got permission from the government Are they censored?
“War doesn’t determine who is right, war determines who is left” Bertrand Russell Newspapers -- UK - heavily type, only when big events happen we get large pictures -- 911, US papers used small pictures whereas UK used large photos covering the front page, Daily Mail had black edge (colour of mourning) -- 911, use of language on the papers days/weeks after “We are at War”, “War on the World”, “Is this the end of the world?” -- Last story on the news is called the Dead Donkey, sometimes its happy news to finish on a good note, if something happens in the world, the news can drop the Dead Donkey story and cover the event that has just happened - allows time to buffer 1988 - 2 corporals in British Army turned up at an IRA funeral and pretended to be lost. They got hanged and then it was shown on 6pm news 2013 - 2 British extremists killed a RAF soldier in broad daylight in London, event was filmed by a bystander and shown on the 6pm news Weegee -- Captured urban life in 1930-60s, scenes of crime and day to day life -- Had police radio so could get to the scene first, if he felt the layout wasn’t working well for the picture he would change the scene to make it work for the picture
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Are we fed so many images of people dying that we switch off?
Falsification of History Lenin speaking in Moscow Unwanted people removed from photos and therefore removed from history 1945 war photo of flag A lot of copies (Status Quo) Devalues original but semiotic classic Tim Page Eddie Adams -- Vietnam War photographers, a lot of these died as they weren’t armed My Lai Massacre -- Didn’t appear in press -- Bad press for American troops -- Happened everyday (dead bodies) Kevin Carter -- Photographer, bird and child -- Bystander effect -- Ended up committing suicide as the event he photographed really effected him False Flag Terrorism Occurs when elements within a government stage a secret operation Citizen journalism, accidental journalism - bloggers etc. Noam Chomsky - How the World Works
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envelope (no date) Pinterest. art. Available at: http://www.pinterest.com/ pin/559361216189919697/ (Accessed: 24 November 2014). File:Polar Bear - Alaska.jpg (no date) Wikimedia. File:Polar Bear - Alaska.jpg - Wikimedia Commons. Available at: http://commons.wikimedia.org/wiki/File:Polar_Bear_-_Alaska.jpg (Accessed: 22 October 2014). Forbidden (no date) GKids. Available at: http://www.gkids.com/NYICFF09/images/ food_300dpi_large1.jpg (Accessed: 29 October 2014). ‘Garden gnome’ (2014) Wikipedia. Wikipedia. Available at: http://en.wikipedia.org/wiki/ Garden_gnome (Accessed: 22 October 2014). Hacking: Power, Corruption and Lies, [television programme, online], Prod. credit n.k., Prod. company n.k., Prod. country n.k., 21:00 25/6/2014, BBC 2 Scotland, 60mins. http:// bobnational.net/record/228694, (Accessed 21/11/2014). Hi there. I’m Djuradj. (no date) Djuradj. Djuradj. Available at: http://www.djuradj.net/# (Accessed: 24 November 2014). ‘Hipster PDA’ | 54 Uses For Binder Clips That Will Change Your Life (no date). Community Post: 54 Uses For Binder Clips That Will Change Your Life. Available at: http://uk.pinterest. com/pin/448108231648029588/ (Accessed: 24 November 2014). How do I turn the Do Not Track feature on? (no date). Firefox. Available at: https://support. mozilla.org/en-US/kb/how-do-i-turn-do-not-track-feature (Accessed: 11 November 2014). HSF Logistics (no date) Pinterest. 3d Vehicle Graphics. Available at: http://www.pinterest. com/pin/400398223092485108/ (Accessed: 24 November 2014). I like pages 5, 6, and 7 - fun and playing with color, but not too chaotic and crazy. (no date) Pinterest. CATALOG MAGAZINE. Available at: http://uk.pinterest.com/ pin/92675704808036389/ (Accessed: 24 November 2014). Kaleidoscope Vision: With Luke Today (no date) Pinterest. Art - Truck Advertisement. Available at: http://www.pinterest.com/pin/400398223092975321/ (Accessed: 24 November 2014). lkw werbung | Rendering für Rhino Award | Werbung | Werbung | 3D Grafik (no date) Pinterest. Art - Truck Advertisement. Available at: http://www.pinterest.com/ pin/400398223092975292/ (Accessed: 24 November 2014). Mayer, C. (2013) ‘Don’t Be Dumb About Smartphone Privacy’, Forbes, 5 March. Available at: http://www.forbes.com/sites/nextavenue/2013/03/05/dont-be-dumb-about-smartphoneprivacy/ (Accessed: 24 November 2014). Motherboard Motherboard (no date). Tapped: All the Ways Your Phone Can Be Hacked. Available at: http://motherboard.vice.com/en_uk/read/tapped-all-the-ways-your-phone-canbe-hacked (Accessed: 5 November 2014). Nizo (no date) Nizo. Nizo for iPhone. Available at: http://nizoapp.com (Accessed: 24 November 2014). organization is really committed with exceptional piece of website design and development services. With the help of these professionals, you can really have the right chances of building your ecommerce website at cheaper costs. Irrespective of the websit (no date) Pinterest. webdesing. Available at: http://www.pinterest.com/pin/402931497886091533/ (Accessed: 24 November 2014). packaging idea: tracing paper envelopes with labels (no date) Pinterest. Packaging Ideas. Available at: http://www.pinterest.com/pin/315040936404908141/ (Accessed: 24 November
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(no date h) BitRebels. Available at: http://www.bitrebels.com/wp-content/uploads/2010/05/ cellphones3.jpg (Accessed: 24 November 2014). (no date i) Specialised Movers. Available at: http://www.specialisedmovers.com/wordpress/ wp-content/uploads/2012/03/removals-truck-back-view.jpg (Accessed: 24 November 2014). (no date j) Best Ads on TV. Available at: http://www.bestadsontv.com/files/print/2011/Jan/ tn_33872_TruckerSafety1.jpg (Accessed: 24 November 2014). (no date k) Shaun Will Blogspot. Available at: http://4.bp.blogspot.com/-1PcmJ25MQyI/ TnnUZ1n50EI/AAAAAAAAMDs/Lx93PDkooic/s1600/colorado-state-patrol-1-2.jpg (Accessed: 24 November 2014). (no date l) Verena Michelitsch. Available at: http://www.verenamichelitsch.com (Accessed: 24 November 2014). (no date m) Tibbr. Available at: http://www.tibbr.com/blog/wp-content/uploads/2014/03/ bigstock-Help-needed-Drowning-man-s-ha-41740057.sm_.jpg (Accessed: 20 October 2014). (no date n) Blocking Unwanted Cookies with Internet Explorer. Mike Burgess. Available at: http://winhelp2002.mvps.org/cookies.htm (Accessed: 24 November 2014). (no date o) IAB. Available at: http://www.iab.net/media/file/IABDigitalSimplifiedMobileCookies. pdf (Accessed: 11 November 2014).
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