stamps
Pictogram Presentation
Ethan Newburger Intro to Visual Communication Design, Design 3103 Department of Design, The Ohio State University Autumn 2018
EthanNewburger.com
Newburger.7@osu.edu
2
stamps
Pictogram Presentation
3
Contents Project Overview
5
Research & Design
Company Overview
8
Inspiration Pictogram List Mood Board Pictogram Design Primary Research Color Final Stamps
11 12 13 14 15 17 21 22
Patterns
27
Applications
33
Inspiration Sketches Color Exploration
28 29 30
Pattern Single Pictogram
34 37
Reflection
41
stamps
Project Overview
4
stamps
Project Overview
Planting the Seeds Project Overview
5
stamps
Project Overview
What is a pictogram? A pictogram is an iconic sign which represents complex facts, not through words or sounds but through visual carriers of meaning.
Source: Pictograms Icons & Signs (2006)
6
stamps
Project Overview
This system of 20 pictograms was created for STUMP Curated Plants + Wares to function within a variety of contexts throughout their retail experience. STUMP was created to engage both local plant enthusiasts and novices, helping them make appropriate selections for their lifestyles and learn proper care for their plants. With STUMP stamps, I hope to create a set of pictograms that aids the educational component of their business by simplifying and visualizing the plant care process.
The name of this project refers to the figurative stamp of approval STUMP puts on its high quality plants and services, while also acknowledging the simplistic visual nature of my final product.
Owners Emily and Brian Kellet
7
stamps
Company Overview
STUMP Customer Profile
8
STUMP Shop Locations
20 to 60 years of age
Italian Village Columbus, Ohio
living in or near the cities of Columbus, Philadelphia, and Cleveland
German Village Columbus, Ohio
any skill level, from beginning plant owners to expert gardeners
Philadelphia, Pennsylvania
Van Aken, Cleveland, Ohio Coming Soon
stamps
Current Graphic Design Found at STUMP
Company Overview
9
stamps
Pictogramand Research Research Designand Design
10
stamps
Taking Root
Pictogram Research and Design
Research and Design
11
stamps
Inspiration
12
Plant Pictogram Best Practices Existing pictograms used for inspiration
Thick Outlines Geometric Forms Flat Colors
Personification Irregular Forms Layered Patterns
Fragmented Lines Rounded Forms
Monochromatic Selective Shading Lines for Thorns
Multiple Shades Rounded Pot
Cheerful Sparkles White Highlights Multicolor
stamps
Pictogram List
13
20 Pictograms
Plant Types
Pot Type
Dracaena
Artist-Made Pot
Air Plant
Made from Ohio Clay
Succulent Ficus
STUMP Services
Cactus
Greenhouse Plant Tools
STUMP Italian Village Location Interior
Plant Care
Plant Help
Indirect Sunlight
Buy as a Gift
Direct Sunlight
Checkout
Water Frequently
Staff Recommendation
Water Infrequently
Parking
Low Maintenance
Special Events
stamps
Mood Board
14
MINIMAL
Educational Natural
FRIENDLY TIMELESS
stamps
Pictogram Design
15
Style Exploration
Dotted Rounded balloonlike shapes with thick monoweight black lines and dots
Gradient Shapes without any lines, filled with topto-bottom grayscale gradients
Inverse* Monoweight white and black lines disrupting heavy black shapes
Inky Hand-drawn shapes with outlines of varying weights throughout
*Selected for further development
stamps
Preliminary Stamps (Pre-Testing)
Dracaena Ficus Cactus Succulent Air Plant
Indirect Sunlight Direct Sunlight Water Frequently Water Infrequently Low Maintenance
Made from Ohio Clay Artist-Made Pot Greenhouse Plant Tools Plant Help
Buy as a Gift Checkout Staff Recommendation Parking Special Events
Pictogram Design
16
stamps
Digital Testing of the Stamps
Primary Research
Section 1
I asked friends, classmates, and family members to test the effectiveness of my preliminary marks by filling out a survey on Google Forms. Within 24 hours, I received 89 responses. The results helped illuminate which stamps were self-explanatory and which ones needed revising. My survey consisted of three sections:
Section 1 Self-selecting your knowledge level of indoor plants Section 2 Identifying the plant type depicted from a list of choices Section 3 Writing in guesses for the 15 remaining pictograms
If a participant selected “Moderate” or “Poor,” they would be directed to read the following paragraph. This text would remain available for reference during Section 2. If a participant selected “Fairly Strong,” it would be assumed that they know the content in the text below and therefore wouldn’t be shown it.
17
stamps
Section 2 5 Multiple Choice Questions
Primary Research
Section 3 15 Fill in the Blank Questions
18
stamps
Primary Research
19
13%
15%
15%
19%
30%
53%
63%
70%
74%
75%
75%
90%
94%
94%
96%
96%
97%
97%
98%
99%
Survey Results
These five pictograms had poor identification success rates and require revisions to improve clarity
stamps
Primary Research
20
Original Designs Initial pictograms paired with their most common wrong survey responses
“Paint your own pot” “Hand painted’ “Painted pot”
“Unidentified species” “Mystery plant” “Super Mario Kart”
“Cool temperatures” “Low humidity” “Speedometer”
“Car”
“Ask an associate” “Coffee barista” “Service”
Artist-made pot
Plant Help
Low maintenance
Parking
Staff Recommendation
While the paintbrush and palette traditionally serve as symbols of artists, they were literally interpreted by survey respondents. In response, I showed literal images of decorated pots.
The question mark made respondents think that the plant’s species is to be questioned, but with the “i,” I instead hope to show that there is an inquiry about the plant’s physical attributes.
The gauge in the original mark seems to resemble gauges of temperature or humidity. Instead, the bar graph should do a better job at implying the lowest skill level necessary.
The letter “P” is widely known and accepted as a symbol for parking, so without it, the pictogram read as “car” to an overwhelming number of respondents.
In another effort to make these marks more literal, I added a sprout to the staff pick to emphasize that the suggested plant should be the main focus of this pictogram.
Revisions Revised pictograms with an explanation of what went wrong and what changed
stamps
Color
21
Color Guide
Green
Amber
Brown
Blue
Gray
Natural, Healthy, Growing
Energetic, Joyful
Warm, Inviting
Caring, Meditative
Dependable, Stable
69
11
26
94
32
15
40
72
82
25
100
89
100
8
26
2
0
16
1
0
Final 20 Stamps On Black
Final 20 Stamps On White
stamps
Spot Color: Shades of Green
Dracaena Ficus Cactus Succulent Air Plant
Indirect Sunlight Direct Sunlight Water Frequently Water Infrequently Low Maintenance
Made from Ohio Clay Artist-Made Pot Greenhouse Plant Tools Plant Help
Buy as a Gift Checkout Staff Recommendation Parking Special Events
Final Stamps
24
stamps
Final Stamps
25
Multicolor
Dracaena Ficus Cactus Succulent Air Plant
Indirect Sunlight Direct Sunlight Water Frequently Water Infrequently Low Maintenance
Made from Ohio Clay Artist-Made Pot Greenhouse Plant Tools Plant Help
Buy as a Gift Checkout Staff Recommendation Parking Special Events
stamps
Pictogram Patterns Patterns
26
stamps
Patterns
Sprouting Connections Pictogram Patterns
27
stamps
Inspiration
Pictogram Pattern Inspiration
Multiple shades of red and shadowing add dimension
Tightly packed graphics increases tension, yet unifies the composition
Variety of sizes creates hierarchy between different pictograms
Layering of textures and scribbled colors feels youthful and fun
Single color treatment applied to the entire composition
28
stamps
Sketches
Black and White Pattern Sketches
Rigid Predictable Linear
Radial Ornate Doesn’t Repeat Well
Dynamic Variety of Sizes Breathable
29
stamps
Grayscale Pattern Explorations
Color Exploration
30
stamps
Spot-Color Pattern Explorations
Color Exploration
Multicolor Pattern Explorations
31
stamps
Pictogram Applications Applications
32
stamps
Applications
Coming into Bloom Pictogram Applications
33
stamps
Applications: Pattern
Outlined gray pattern applied to the accent wall behind the checkout counter
34
stamps
Green spot-color vehicle wrap on the STUMP van with large pictograms and sections cut out to display the store name
Blue spot-color pattern applied to packaging tape to brand packages sent to other business and customers
Pattern Applications
stamps
Applications: Pattern
Multicolored pattern printed on bags of soil for sale at STUMP
Multicolored pattern as the background of the employee-facing iPad checkout app
Multiple spot-color variations applied to small pots
36
stamps
Outdoor cactus neon sign in multiple colors, illuminating the merchandise on the back deck and guiding customers to the back entrance of the Italian Village store
Single Pictogram Applications
37
stamps
Applications: SIngle Pictogram
“Made from Ohio clay� pictogram carved into the bottoms of plant pots to denote the type of pot and to state the company name
38
stamps
Ficus plant sign made of plastic hung inside the shop to indicate where this type of plant is located
Applications: Single Pictogram
39
stamps
Reflection
40
stamps
Reflection
41
Reflection This semester-long project taught me a lot about establishing a visual identity and continuing to develop and reinterpret it in a way that maintained brand consistency. STUMP was an excellent case study to work with, as education is at the forefront of their business, they have a strong brand and beautiful interior design, and their shop managers were happy to answer all of my questions. The most difficult part of this project was creating the initial pictogram set. I knew that each subsequent part of this project would rely on these marks, and I felt pressure to get it right. I wanted to create a set of graphics that belonged to STUMP and made sense for them. So, I made sure to conduct as much research on the company as
possible and create many iterations of my work so I could choose the best fit. I practiced and improved upon a variety of technical and communication skills throughout this project. These skills include: interviewing, digital drawing, developing a variety of ideas before selecting one, designing surveys to get the most relevant results possible, collaborating with peers and bouncing ideas off of each other, presenting my work for feedback regularly throughout the semester, and practicing sophisticated techniques in Adobe Photoshop, Illustrator, and InDesign.
Ethan Newburger
stamps
Pictogram Presentation
42
Ethan Newburger Intro to Visual Communication Design, Design 3103 Department of Design, The Ohio State University Autumn 2018
Ethan Newburger
EthanNewburger.com
Newburger.7@osu.edu