OUGD504 | STUDIO BRIEF 3 | LAYOUT AND EDITING

Once I had settled on a front cover for the book:

I had a colour scheme that I wanted to use. The images in the book should match the colour scheme in my opinion, so I experimented using different tones of blue using the duo-tone mode to get this effect:

Once all of the images were edited in different shades of blue, it was time to experiment with layouts. Looking at the books from village, I found that the books that made use of white space and full bleed images were the most effective, so I decided to try this for myself:

It's quite difficult to see here, as the pages have a white background, but some of the images overlap onto the other side of the spread. The next stage would be to produce a mock-up to see whether the layout works, and to see of the size of the book is effective. 

OUGD504 | STUDIO BRIEF 3 | COVER EXPERIMENTS

After doing further research and finding that most of the images picked out were red, white and blue, I decided to start experimenting with my cover. The font I've chosen is GT Haptik Trial, and it's quite unique as all of the letters have been tilted.

I started off using black and making the point size really big in the text box (by accident), and ended up with this. I feel like it was quite a happy accident, but it looks contemporary and I think I'll keep this text layout! I experimented with red and blue, the colour of The Netherlands flag and out of the 2 variations I prefer the overlaid version, as it looks similar to an anaglyph.

After choosing the type, I experimented with some background patterns. To match the contemporary typeface, I created an on trend pattern. I tried this in red and blue first, but I feel it was a little too busy. I lightened the blue to more of a pastel, and changed the red to a pale duck egg blue, which I think works more. 

Experimenting further with the pattern, I decided to just use it as a background rather than overlapping it over the letter. The pale blue lines represent the large amount of canals in Amsterdam. I used the darker blue in a really small circle in the top corner as I wanted to include it for my colourscheme but didn't want to make the cover look too busy.

I could possibly use foiling for the title or a spot varnish to make the title stand out.

OUGD504 | STUDIO BRIEF 3 | FURTHER RESEARCH

This book is perfect bound and just has the title on the spine, the cover is purely decorative and doesn't have any information on it (unless it has a jacket that isn't included on this photo). I really like this idea, having a geometric theme running throughout my book is something I'd like to include. The colours are similar to what I have in mind too (if I were to choose red, white and blue, the colour of The Netherlands flag).

This book its self isn't really relevant to the project, but the cover is so bold and eye catching. Again, it uses a similar concept and colours that I'd like to use, and I think this cover has confirmed that the sans serif typeface would work in this context. 

This layout looks quite messy to begin with, but if you look closely it does have a clear structure, especially on the right hand side. The idea of placing vectors over the image wasn't something I'd thought about before, but this seems to work really well.

The simplicity of this layout is what caught my eye. The way all of the images compliments each other makes you spend more time looking at it, and creates a more harmonious spread. If I were to have multiple images on one spread, I'd want them to work together like in this image. I'd consider using a duo-tone or changing the hue/saturation to make them work together.

Although this is a poster, the layout of this really caught my attention. The obvious, strict grid and the letters that look like they've just been placed down randomly create a really nice contrast within the poster. This is really effective in the way it catches the eye, it's unconventional and strange, yet endearing. Some of the letters have even been reflected so they're the wrong way around. 

OUGD504 | STUDIO BRIEF 3 | PREPARATION AND INITIAL IDEAS

To start off this brief properly, I decided to make a mind map to gather my thoughts and cover everything that needs to be considered.

Firstly, the layout of the book needs to be acknowledged. There are many ways to go about this, especially as the book will feature both type and image. The book could have multiple images per page, or just one. There are lots of different layouts to try and experiment with later in the brief. The front cover needs to be consistent with the layout inside, although using an image may not be the best way to go with the front cover. There are only enough images to cover the 26 letters of the alphabet, and repeating an image on the cover doesn't seem like a good idea. Having an eye catching, bold type-only front cover seems more appealing, as all of the images are left for the inside.

The stock and size also need considering. A small, A5 substantial book with thick stock is appealing to me for this brief. Larger paper sizes could resemble a magazine or newspaper, and that's not really what I want to aim for. There are lots of different ways to bind the book too, and if thick stock is used, it needs to keep it all stable and bound properly. I like the idea of an exposed spine, but I tried this in level 4 and it wasn't as successful as I'd hoped. Although, the book I created in level 4 was A4 and didn't have as much content as this brief. Creating some small mockups of each bind I'm interested in is something I'd like to do this week, so I can choose the most effective and move on with my project.

The colour scheme of the book should be consistent. Orange was mentioned here, as it's the colour of the dutch royal family.

"The lineage of the current dynasty -- the House of Oranje-Nassau -- dates back to Willem van Oranje (William of Orange). But while the color orange has royal roots in the Netherlands, today it symbolizes a broader pride in the country and in being Dutch."

- http://goamsterdam.about.com/od/planatrip/a/color_orange.htm

I also thought about using red, white and blue as its the colour of the flag of The Netherlands. The Amsterdam flag is red, black and white, so this could also be a consideration. 

The print finishes are the final thing that needs to be considered. I really like the idea of using heat-reactive ink. I'd want it to be really sensitive, but I'm not sure what context this could be used in. I also would have to get help in creating this, as I'm unsure of how it works. Fluorescent and glow in the dark inks also caught my attention when researching print finishes, but again I don't really have any reason to put these in (apart from the obvious wow factor). Foiling also appeals to me, it adds a touch of luxury and expense to the publication.

Moving on from the mind map, I decided to sketch out some initial ideas for the front cover and inside layouts.

As mentioned previously, a type-only front cover is what would work best for this project. I think a sans-serif, bold typeface will catch attention, but also look friendly and inviting, rather than a serif typeface. Bold colours would also be effective on the cover, but should match the chosen colour scheme.

Here are my experiments for the page layout. I tried to create many different variations for this, based on what I've already looked at so far from my primary research. I think having full bleed imagery with some white space, e.g. the variation on the top left, is really effective. Full bleed imagery will mean having to print onto larger paper and cutting it down, which means it needs to be really precise. If I want to do full bleed imagery I'll have to consider the risks of this. Experimenting with the actual images on the computer may lead to more interesting, effective layouts, but so far I think the variation on the top left is the most effective, cutting across the spread slightly also draws the readers attention to the image, followed by the text. I'd like to create more variations of this style, so when the reader turns the page theres something fresh and new. 

OUGD504 | STUDIO BRIEF 3 | GRID SYSTEMS

Today we looked at grid systems and did a workshop about how they can be used. We created our own version of the golden ratio, and used to to create columns and rows. We also looked at the Van de Graff canon, a grid system used to construct an area of text in the page which is visually pleasing. This is what I produced this session:

I found it really useful to draw out my own versions of these grids and to see how they are actually made.

For my project, I need to consider the use of a grid to ensure that each page layout is the same, or has some consistency. As I am using images and text, they need to be placed in a way that relates to each other or the publication won't flow.

I experimented with a few different grids on photoshop:

The third grid is probably the most effective, as it has a space for the images, and the text can be aligned with either of the horizontal lines. A simpler grid is usually better to work with, as it allows more flexibility within the spread. 

There are many reasons to use a grid, but there also reasons not to. Here are some pros and cons:

Pros -

• Allows a clear structure to the page
• Every page is the same or similar
• Easy to organise each spread 
• Can quickly place things in the same place

Cons - 

• Can look to rigid if overused
• Can sometimes be restrictive 
• Limits creativity

I think for my booklet, I need to create a simple grid that allows some flexibility, though I am unsure of what I want my layout to be at the moment. Once I have experimented with the layout of my publication, I can create a solid grid. 

OUGD504 | STUDIO BRIEF 2 | EVALUATION

I really liked how faced paced this brief was. It made me make my design decisions quite quickly, and I had less time for development (which is sometimes a good thing). I had to pick an idea and just run with it, which isn't really my normal way of working. Talking to an actual client about the design was really exciting too, because I've never really experienced a back-and-forth exchange like that before, and I think they really liked what I produced!

I've never really liked creating logos - it's never really been my first choice in designing. I feel I'm more inclined to editorial and poster design, so this brief was quite a challenge.

I constructed a time plan, because I felt like I needed to be really well organised. I managed to stick to it (apart from producing the screen prints) so that was successful. I tried to create a lot of collateral for this brief to make it look as real as possible. I created stickers, a vinyl window sticker and screen printed paper bags. It was quite time consuming, but I feel it was worth it.

The feedback I received in the interim crit was actually really useful. I never considered that the logo didn't need "The Bagelry" actually written on it, and I think the feedback helped me create something thats successful and appropriate. I think with this brief I tried to expand my way of working. I've never tried to design characters before, let alone a logo. It was quite exciting to delve into something new, but also quite daunting. I enjoyed researching into character design, and really tried to get inspired. I was comfortable with using illustrator as my main tool as it's my first port of call with any design.

Overall, I enjoyed this brief and I've produced something that the client is happy with. I liked making quick design decisions because it really pushed my work!

OUGD504 | STUDIO BRIEF 2 | SCREEN PRINTING

To get an idea of what my design would look like on collateral, I decided to print onto some paper bags. The only way to do this was screen printing, which is quite a lengthy process. I tried 2 different colored inks, black and yellow. As I did the yellow first, the prints didn't come out as well as I'd expected:

With the black, I placed some cardboard inside the bag before I printed and that came out much better: 

I also printed out some stickers to stick the bags together:

I think it would be better if the sticker and logo on the front were the same colour, but overall I'm happy with how they turned out!

OUGD504 | STUDY TASK 3 | PRINT FINISHES

Varnish:

Paper can have many different varnishes applied to it to give it a different finish. You can have high gloss varnish, or a matte varnish, depending on what context your work is in. Varnish is usually applied to the entire paper to make it more robust without adding too much weight to the stock, making it more appropriate for publications such as magazines and brochures.

Spot UV varnish:

Spot UV varnishes are applied to the printing surface and hardened using UV light during the printing process, resulting in a glossy coating on the stock, in any design that you want. This effectively gives a texture and focal point to your design, as other areas of the printing surface are untreated.

Foiling:

Foiling uses metallic foil applied to the printing surface using heat and pressure. This results in adding reflective properties to the stock and adds an aspect of luxury to the design. It is mainly used on one specific area, such as a logo or title of a book.

Embossing:

Embossing gives the page more texture and depth. It works by creating a stencil, usually out of metal and is pressed into the page. Shadows and highlights are produced in the design at whatever angle you hold it from, which can't be produced by any other method. Usually, embossing is combined with other techniques such as foiling, to enhance the effects of both techniques.

Letterpress:

Letterpress is one of the oldest techniques. Some printers may also call letterpress debossing, as you can create depth the opposite way to embossing using this technique. Traditionally, letterpress was used to apply ink to the page. as a form of relief printing, to put large portions of text onto the page.

Fragrance burst:

More commonly known as scratch and sniff, fragrance burst finishing is very popular with magazines and leaflets, generally advertising perfumes. Most scents can be re-created, and there's many more opportunities than sampling just perfume and aftershaves. Using the scratch and sniff finish can stimulate the reader and make them more engaged with the design.

Metallic and Fluorescent inks:

Although they're quite a simple finish and have been used for some time, these inks still offer a large visual impact and attention grabbing factor. You can achieve this by screen printing, or replacing the ink in the printer, e.g. replacing the magenta in a regular printer with fluorescent pink.

Thermochromic: 

Using heat sensitive inks has a wide range of possibilities. You could use them to respond to touch, or the temperature change in a room. You could have it reveal a hidden message, or make it so the artwork changes completely. As the inks are available in varying temperatures, this process can be employed for moisture, chill, cook and heat reactions, as well as touch.

OUGD504 | STUDIO BRIEF 3 | BLOGGING WORKSHOP

Task 1: Find an entry from OUGD504 that is written in first person and re-write it in the third person.

Original text from: OUGD504 | STUDIO BRIEF 2 | FURTHER DEVELOPMENT AND MOCKUPS

New text:

Once the logo was suitable, it was developed further, firstly creating a black and white version to show versatility:

*IMAGE*

Here are the outlines in colour:

*IMAGE*

This is effective too, although the lightest colour would be difficult to see. Continuing with this logo, it was mocked up on several different platforms:

*IMAGE*

Using mockups that were relevant to the cafe, the top image is a paper bag which would be used for take-out orders. The text/lines could possibly be thicker, but the design worked really well here. A vinyl sticker was mocked up to display the logo on a window. White would be the most effective as it stands out on any colour. Again, the type could be slightly thicker just to make it easier to read. Finally, stickers were mocked up which could be used to stick down the paper bags or placed on various other places. If these were ever to be produced, they should have the hole in the middle as it is integral for the concept. 

Task 2: Find a blog where you made a design decision based on preference or aesthetic comparison. Re-write this entry using only objective comparisons.

Original text from: OUGD504 | STUDIO BRIEF 1 | FURTHER DEVELOPMENT

New text:
After receiving feedback, it was most appropriate to change the yellow in the middle to more of a mustard colour. The typeface was also altered to apercu, a rounded sans serif font which already makes the leaflet more friendly and approachable:

*IMAGE*

The typeface on the middle bar was also changed to apercu light, to make it look more consistent when the leaflet is folded. The orientation of the writing on the leaflet was rotated 90 degrees, so it now faces inwards, and "brief" is at the top. This aligns more with the actual design process as you start with the brief first. 

Task 3: Summarise and evaluate the accumulation of your design changes.

Original text from: OUGD504 | STUDIO BRIEF 2 | DEVELOPMENT

New text:

Starting off with a simple, geometric bagel, the design was quite sparse. Developing it further to include colour and a face was a great improvement. Several characters were created to show the quirky-ness of the bagelry, and to represent the different flavours the bagelry stock. The chosen typeface was Roboto Light as it's simple, friendly and easy to read. The style of the typeface matches with the minimal vectors used to create the bagels. 

Task 4: Re-write your latest blog entry using these guidelines -

- Avoid overly subjective language

- Think about how you describe the appearance of design experiments

- Blog with purpose

- Evaluate

- Critical justifications 

- Paraphrasing is best, but quotes must be referenced 

- Avoid being overly casual

Original text from: OUGD504 | STUDIO BRIEF 2 | FEEDBACK

These are the images presented in the crit:

*IMAGES*

 The feedback was quite mixed. The biggest point made in the crit was that the logo probably doesn't need the type on it. They also agreed that the logo doesn't need 3 characters, but 1 main design that would be representative of the entire bagelry. Looking on the bagelry website, they have 4 main flavours of bagel: sweet, savoury, seasonal and experimental. 

Applying this feedback to the design, here is what it looks like with 1 bagel. The chosen bagel was the one with the bite taken from it, as it has the most character and would be a more recognisable shape, rather than just a circle:

*IMAGE*

It looks more effective as a logo, although there is still a danger that people could think it's a donut. The name of the bagelry is quite self explanatory, and most of the customers are returning and loyal, so they'll understand what it is. The single, block colour bagel looks the most effective, as it can be applied to more collateral and looks more significant than the other. Sticking to mainly black and white, the block colour bagel has been mocked up on some various collateral:

*IMAGES* 

This is a lot more effective than what was presented in the crit. The logo is instantly recognisable. At this stage, considering printing options is crucial. Screen printing could be a possible way of producing collateral. The Bagelry use all organic, preservative and additive free ingredients so a paper stock that is recycled could be a good choice. A stock and method that is as environmentally friendly as possible will be the most appropriate for this brand.

OUGD504 | STUDIO BRIEF 3 | PRIMARY RESEARCH

To start off this brief, I decided to go to The Village Bookshop in Leeds Corn Exchange to gain some primary research. They have a wide range of photography books, which is definitely going to be useful in this project.

I was originally drawn to this book because of the bold orange colour and contrasting black and white stripes. The orange paper was actually a sleeve, and when you take it off it reveals another design which messes with your eyes. I find this a really cool idea and I think I'd possibly like to use a sleeve in my design, although I don't really have a clear aesthetic at the moment.

I really liked the feel of this book, and the perfect bound finish made it very professional. I think if I had enough content, I'd like to create a professional looking perfect bound book, although it depends on how I layout my pages and paginate my book. I think I'd like to create something similar to this size, A5 seems like a good size to me as it's not overly big and it's easy to hold in the hand.

This cover caught my eye because of its simplicity. It doesn't even spell out a word, but to me it looks like it should say "super". I think sometimes, simplistic covers work better than something over-complicated and busy.

I really liked the printing method used on this cover. They used a dark grey stock and printed using black ink, which I think is really effective. It's quite subtle and makes use of creative printing methods which is something I also need to consider. 

I liked this simple cover too, and I found the layout inside interesting. I liked how it sometimes would have a full bleed image on one side, and break it up with a lot of white space on the other. I especially like how it starts on the bottom of the page, but doesn't go all of the way to the top. I need to consider how I'll layout my book, and if I'm going to have more than one image on each spread.

These two spreads both contain one image, but one is full bleed and one has a white border. I think the full bleed image is more effective, because there's no distractions. It immerses you in the image and makes you want to look more closely. The image with the border doesn't really grab my attention as much, especially as its quite a dark image. 

Finally, this book uses two images on one spread, and doesn't have full bleed imagery. I like this layout better than having one image without full bleed. The white space is larger, and draws your attention to the images rather than away. 

OUGD503 | STUDY TASK 1 | YAHOO

Study Task 1 involved looking at a previous competition and trying to create a response. We were put into groups and had to re-create the Yahoo! interface. Our initial idea was to create something that would encourage the users to stay on the homepage. As the demographic for this project was 13-18 year olds, we decided that social media would be an integral part of engagement for them. We wanted to keep the actual home page quite minimal, but as you move down, there's some small tabs that show a highlight of your social media accounts. At the top of the page (the small squares) we have News, Emails and Social Media tabs which you can change at any time, and the social media highlights will change respectively to news or email highlights. 

We started to mock up colours, and we initially used the purple from the original logo, but felt it was too dark and not very inviting, especially since we planned on using it as a background colour. We settled on a dark orange for the main colour, and used colour from the respective social media over the highlight.

The orange is a nice contrast with the common blue of social media. When you click on the tabs at the top, e.g. news, the background colour will change, here we have gone for pink:

We also used the slogan "The world at your fingertips", relating to the idea of having everything in one place. The word fingertips comes from the notion that most people in our demographic will be using smartphones and/or tablets, rather than a desktop computer. We also created a mockup of a mobile website:

The next stage in our development would be to create a web browser to compete with other existing brands. This way, the interface would run a lot more smoothly and make everything more streamlined for the user. Finally, we made some billboards for the digital campaign that represent the brands focus on social media: