FMP Plan
_______________________________________________________________
Synopsis
I shall be focusing
on the aisle headers of supermarkets and making them an appealing and engaging
aspect of the vicinity, which could potentially be carried over onto other
areas of the store such as carrier bags, own brand packaging and the
storefronts.
Audience
Regular
supermarket/ high street food shoppers that want to engage with a contemporary
design that runs throughout the store.
Market/ Outlet
Supermarkets and
small food shops on the high street.
Also adaptable to
cater for other genres of stores (e.g. cosmetics, toy store etc.)
Methods of
Production
Initial
observation to see what already exists
References
research
Experiments in
response to the references
Developed
experiments
Compositional
experiments
Application to
product
Final outcome
My Skills
Initial
observation drawings
Experimental
process
Composition
Typography
Pattern
Abstraction
Simplification
Interpretation
Photoshop
Improvements
Producing a
professional final outcome
Making sure
there’s a clear link between the design process the final outcome
Research
Initial research
on existing products like mine so I know what I can do differently
Marion Deuchars –
typography
Blacklist Studio –
typography
David Downton –
line work with ink
Yasmeen Ismail –
composition
Jessica Cruickshank – combination of text to image
What Will it Look
Like?
A typographic
based range of pieces involving imagery to help bring the piece together and
has a strong engaging connection to the customers
Large, high
quality poster
How Much Time for
Production?
2- 4 weeks
depending on whether I extend to other products, but 2 weeks for the aisle
headers
Typography Experiments
_______________________________________________________________
Using Marion Deuchars and Blacklist Studio as my first pair of references, I went onto to investigate the experimental processes they went through to get to their outcomes. I tried different textures and backgrounds to build up some experiments. I found that even though I have given myself a brief to make aisle headers for supermarkets, having this idea whilst doing experiments was limiting the experiments I did do. They turned out quite controlled and didn't have a the confidence I wanted them to show. This meant they wouldn't have anything different to what already exists and I'm trying to stray away from this.
My experiments now became about trying different lettering in a more free manner so as not to limit the experiments I produced. This meant that they became more successful in the sense that they had more confidence and were more engaging which as a final piece, I want to achieve. I took these experiments and chose the best of them to create alphabet cards which I can possibly use in other areas of this project.
_______________________________________________________________
Using Marion Deuchars and Blacklist Studio as my first pair of references, I went onto to investigate the experimental processes they went through to get to their outcomes. I tried different textures and backgrounds to build up some experiments. I found that even though I have given myself a brief to make aisle headers for supermarkets, having this idea whilst doing experiments was limiting the experiments I did do. They turned out quite controlled and didn't have a the confidence I wanted them to show. This meant they wouldn't have anything different to what already exists and I'm trying to stray away from this.
My experiments now became about trying different lettering in a more free manner so as not to limit the experiments I produced. This meant that they became more successful in the sense that they had more confidence and were more engaging which as a final piece, I want to achieve. I took these experiments and chose the best of them to create alphabet cards which I can possibly use in other areas of this project.
Whilst these designs have more confidence, they still a house style throughout as the font is set to be each specific letter so there is a uniformity. This took me to try some lettering that although isn't necessarily related to the theme of my project but I can still apply it to what I am doing.
Seeing these different types of lettering together was more successful than the house style ones I did before as they enforce the confident style that I think will work in achieving an engaging outcome to the customers of the supermarket. I can now take this approach and bring it back to the theme of my project and see how it will work with the imagery that I create in my next experiments.
I'm now trying out using different brushes and materials to create the confident typographic style I have spoken about. Here I used a pen which had both a medium broad side and super brush pen. I was able to achieve different outcomes some being more successful than others. I found the medium broad, flat pen to be of something that will work alongside the illustrations i create to go with the words. I shall still consider all the successful typography when combining these two elements however.
As I have previously mentioned I will be experimenting with typography mixed with the motifs. Whilst steering clear of my theme to some degree, I tried doing this with these experiments. Having a mix of colour and strong black lines has proven to be successful when balanced between the two elements as they compliment each other with the colours allowing the for the heavier black lines to come forward. I can now go on to interchange these two aspects and swap the black lines of the motifs with he darkness of the type. I will do this whilst considering my next references and the elements of their work I want to explore.
My next references were David Downton and Yasmeen Ismail. I wanted to explore them for different reasons, these being the linear, simplistic qualities of Downton, and the compostinal values of Ismail. I combined these experiments to begin with by designing some simple motifs which I then applied line and pattern to. The simplified motifs could work well with my bolder fonts as they compliment each other and balance out the image as a whole. However, the line use in Downtons work is slightly heavier than that I have tried so I shall be trying further line work so that I can not only compliment the typography I use, but the motif itself. This can then lead me to use these motifs in some compositional experiments to relate to Ismail's work.
Using heavier lines to reference David Downton, I have created these motifs. The darker, heavier lines are quite a defining factor as they enhance the colours whereas in the previous motifs with the thinner more patterned lines there was an incomplete feel to them. In terms of coming together with my final font the boldness of the lines will balanced with the thick, textured font therefore complimenting each other. However, before bringing these two elements together I shall use these motifs to try some compositional experiments and pattern to try and decide on a final design.
In response to Yasmeen Ismail, I have tried some composition that follow a similar way in which she does them by creating shapes with the motifs. Whilst I may not use these compositions in my final pieces, I can see them being successful on other products within a super market such as on carrier bags or on the supermarket own branded products. They would then still tie in with the aisle headers as the same motifs are a running theme throughout and allow for a home style to be carried.
With the previous mock up motifs, i created a pattern to see what kind of result I could achieve. Without the heavier black lines not as much of an impact is created as the colours are all fairly saturated and theres no strong definition between shapes apart from the change in colour and I want a stronger final piece then this. I can take from this the composition and pattern qualities and apply it to the final motifs I designed and achieve and stronger pattern.
As a collective, these motifs come together with the stronger lines anchoring the individual motifs allowing for a more confident final result. I think the blue seen in this final pattern could be something I use in the final pieces as I find it be successful when put along with the colours and lines of the motifs. I shall test this colour with the final typography to see that it will be successful.
The blue and white colours together compliment each other really well and I see them being successful with the final motifs arranged around them. From the previous patterns I created as experimental pieces, I found that the white background was not as overbearing as the blue along when paired with the heavy black lines of the motifs. It allows the colours be look more saturated however the white parts of the motifs don't protrude as much as they blend in with the white background. I feel that the blue background works well with the theme of my project as supermarkets do tend to have a running colour through their products and logos. This will be the part of my work that will anchor it to my theme as I previously stated that I didn't want my theme to limit the experiments I did with the typography.
As previously mentioned, I feel the blue of the background could be a consistent colour seen throughout a supermarkets logos, home brands, packaging etc., so I feel this is a more successful final product. However, I wanted to compare to the final pieces side by side to be certain on this. I do see the first example with the blue type and white background being used in other areas of a store such as the supermarkets own brand products or on plastic carriers. There would therefore still be this continuity throughout the store and creating a recognisable brand for the company.
These 6 are my final pieces. I chose the blue for all the backgrounds so that there is continuity and that a house style is formed. I think it compliments the other elements of the images as it brings out the lighter parts of the motifs making them look brighter and more appealing which was my aim for this project, to create visually exciting and engaging aisle headers for supermarkets.
Here we see them in the environments I'd expect them to be in. They are more of a stand out element of the store than perhaps they would have been previously. We also see that they don't necessarily need to be a header for the aisle, but can be on other platforms like we see on the Wine & Spirits one.
I see these being an adaptable aspect of the store as they can then be carried onto own brand packaging and plastic carriers. They could be broken up into the separate elements of the image with the motifs and typography being separated and compositionally changed.
Evaluation of Module
_________________________________________________________________________________
My aim of this project was to create aisle headers for supermarkets that were an appealing and engaging aspect of the vicinity and that could be adaptable to other aspects of the store such as carrier bags, own brand packaging and storefronts. After experimenting with elements such as colours, typography, line, motifs and compositions I feel I achieved this when bringing all these elements together. I think my design process has again developed throughout the module and I have considered things I wouldn't have before such as my use of black line. Even though I have still used the heavy line, I considered its use in a different way as I could see in some of my other work it become too overpowering and compromised the final image. This is why I chose to have the typography in the white as I wouldn't normally have this parked with the harsh lines of the motifs and this can be seen to be more successful as there isn't too much black line taking over the whole image.
I chose my audience to be regular, high street supermarket goers that want to engage with a contemporary design. I see this being the correct audience from the final pieces I have made as the colours will tie in with the brand and allow for a more successful final image for the whole company therefore bringing in the customers I have tried to target.
This brief had allowed me to work in a more professional mindset as I have a more realistic and attainable client in mind. I therefore think this has reflected in my final pieces as they have a professional quality and finish to them and the fact that I have thought further than what I had initially intended to make, as I have thought about the other element within the store like the carrier bags etc., I can therefore continue with this professional manner and begin to contact potential clients whilst furthering my portfolio.
Bibliography
_________________________________________________________________________________
I'm now trying out using different brushes and materials to create the confident typographic style I have spoken about. Here I used a pen which had both a medium broad side and super brush pen. I was able to achieve different outcomes some being more successful than others. I found the medium broad, flat pen to be of something that will work alongside the illustrations i create to go with the words. I shall still consider all the successful typography when combining these two elements however.
As I have previously mentioned I will be experimenting with typography mixed with the motifs. Whilst steering clear of my theme to some degree, I tried doing this with these experiments. Having a mix of colour and strong black lines has proven to be successful when balanced between the two elements as they compliment each other with the colours allowing the for the heavier black lines to come forward. I can now go on to interchange these two aspects and swap the black lines of the motifs with he darkness of the type. I will do this whilst considering my next references and the elements of their work I want to explore.
My next references were David Downton and Yasmeen Ismail. I wanted to explore them for different reasons, these being the linear, simplistic qualities of Downton, and the compostinal values of Ismail. I combined these experiments to begin with by designing some simple motifs which I then applied line and pattern to. The simplified motifs could work well with my bolder fonts as they compliment each other and balance out the image as a whole. However, the line use in Downtons work is slightly heavier than that I have tried so I shall be trying further line work so that I can not only compliment the typography I use, but the motif itself. This can then lead me to use these motifs in some compositional experiments to relate to Ismail's work.
In response to Yasmeen Ismail, I have tried some composition that follow a similar way in which she does them by creating shapes with the motifs. Whilst I may not use these compositions in my final pieces, I can see them being successful on other products within a super market such as on carrier bags or on the supermarket own branded products. They would then still tie in with the aisle headers as the same motifs are a running theme throughout and allow for a home style to be carried.
With the previous mock up motifs, i created a pattern to see what kind of result I could achieve. Without the heavier black lines not as much of an impact is created as the colours are all fairly saturated and theres no strong definition between shapes apart from the change in colour and I want a stronger final piece then this. I can take from this the composition and pattern qualities and apply it to the final motifs I designed and achieve and stronger pattern.
As a collective, these motifs come together with the stronger lines anchoring the individual motifs allowing for a more confident final result. I think the blue seen in this final pattern could be something I use in the final pieces as I find it be successful when put along with the colours and lines of the motifs. I shall test this colour with the final typography to see that it will be successful.
The blue and white colours together compliment each other really well and I see them being successful with the final motifs arranged around them. From the previous patterns I created as experimental pieces, I found that the white background was not as overbearing as the blue along when paired with the heavy black lines of the motifs. It allows the colours be look more saturated however the white parts of the motifs don't protrude as much as they blend in with the white background. I feel that the blue background works well with the theme of my project as supermarkets do tend to have a running colour through their products and logos. This will be the part of my work that will anchor it to my theme as I previously stated that I didn't want my theme to limit the experiments I did with the typography.
As previously mentioned, I feel the blue of the background could be a consistent colour seen throughout a supermarkets logos, home brands, packaging etc., so I feel this is a more successful final product. However, I wanted to compare to the final pieces side by side to be certain on this. I do see the first example with the blue type and white background being used in other areas of a store such as the supermarkets own brand products or on plastic carriers. There would therefore still be this continuity throughout the store and creating a recognisable brand for the company.
These 6 are my final pieces. I chose the blue for all the backgrounds so that there is continuity and that a house style is formed. I think it compliments the other elements of the images as it brings out the lighter parts of the motifs making them look brighter and more appealing which was my aim for this project, to create visually exciting and engaging aisle headers for supermarkets.
Here we see them in the environments I'd expect them to be in. They are more of a stand out element of the store than perhaps they would have been previously. We also see that they don't necessarily need to be a header for the aisle, but can be on other platforms like we see on the Wine & Spirits one.
I see these being an adaptable aspect of the store as they can then be carried onto own brand packaging and plastic carriers. They could be broken up into the separate elements of the image with the motifs and typography being separated and compositionally changed.
Evaluation of Module
_________________________________________________________________________________
My aim of this project was to create aisle headers for supermarkets that were an appealing and engaging aspect of the vicinity and that could be adaptable to other aspects of the store such as carrier bags, own brand packaging and storefronts. After experimenting with elements such as colours, typography, line, motifs and compositions I feel I achieved this when bringing all these elements together. I think my design process has again developed throughout the module and I have considered things I wouldn't have before such as my use of black line. Even though I have still used the heavy line, I considered its use in a different way as I could see in some of my other work it become too overpowering and compromised the final image. This is why I chose to have the typography in the white as I wouldn't normally have this parked with the harsh lines of the motifs and this can be seen to be more successful as there isn't too much black line taking over the whole image.
I chose my audience to be regular, high street supermarket goers that want to engage with a contemporary design. I see this being the correct audience from the final pieces I have made as the colours will tie in with the brand and allow for a more successful final image for the whole company therefore bringing in the customers I have tried to target.
This brief had allowed me to work in a more professional mindset as I have a more realistic and attainable client in mind. I therefore think this has reflected in my final pieces as they have a professional quality and finish to them and the fact that I have thought further than what I had initially intended to make, as I have thought about the other element within the store like the carrier bags etc., I can therefore continue with this professional manner and begin to contact potential clients whilst furthering my portfolio.
Bibliography
_________________________________________________________________________________
1) Blacklist. (2008). Art Direction, Design &
Illustration. Available: http://www.blackliststudio.com/default.aspx.
Last accessed 23rd Nov 2015.
2) David Downton. (). David Downton Couture. Available:
http://www.daviddownton.com/couture/. Last accessed 23rd Nov 2015.
3) Jessica Cruickshank. (). Jessica Cruickshank - Sydney
Letterer and Illustrator. Available: http://jesscruickshank.com. Last
accessed 16th Jan 2016.
4) Marion Deuchars. (2014). Marion Deuchars Illustrator/
Author. Available: http://www.mariondeuchars.com. Last accessed 23rd
Nov 2015.
5)Wanissa Somsuphangsri. (). wanissa-s. Available:
http://www.wanissas.com. Last accessed 16th Jan 2016.
6) Yasmeen Ismail. (). Yasmeen Ismail. Available:
http://www.yasmeenismail.co.uk. Last accessed 23rd Nov 2015.
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