FMP Research – Photography

Something that I’ve noticed in recent projects I have worked on, such as the fruit distribution client, and the exhibition “Staples” at the Design Museum London, Is shooting from directly above the subject can add a 3 dimensional feel. When we visited the Design Museum, the designer had simply shot very simple, basic staple foods indivually, and blew them up on a white background. The key to the effect however, is the lighting and position of the camera. The shadow cast below the objects is a consequence of the lighting above. I’ve practiced this myself with the fruit factory client, and the results on paper really pop out of the page.

Related imageImage result for staples design museum

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Whilst also looking at grid layouts, I stubbled across this really interesting blog, showing how to use the tools in Indesign to maximise the grid structure layout and design for a cookbook. In their demonstration, they also display ingredients shot from above, with shadow cast. My photoshop skills have developed over the past year or so, and I understand how to use alpha channels in Photoshop in order to preserve shadow. I want to use this technique in my final piece. So in conclusion, I have made a design decision based on my research, knowledge, and digital design capabilities. 6_Step-7.jpg


Branding Project – Gardening Client

I worked with local start-up gardening company with an experienced team of gardeners to create brand identity. I designed and created the website: whilst also designing a logo with direction from the client. This is going to be used across multiple platforms, so I created a logo suite of all the neccesary files they will need in various formats. I created basic brand guidelines highlighting what file can be used for what purpose.

  • EPS
  • JPEG
  • PNG


FMP Research – Analysing My Target Demographic

My target audience is students, which actually is quite useful as I have a lot of knowledge of the market as I am one myself. However I also intend to get opinions from my fellow students, which will be the basis of my research and content of my book.

What do Students Enjoy

  • Drinking
  • Partying
  • Bright engaging colours
  • Large Images
  • A sense of achievement


I also listed 100 words that might be associated with students. This will allow me to generate ideas and dismiss less relevant words. To engage my reader I intend to add small signifiers they can relate to as students.

Word Association – 100 Ideas

word association


FMP Research – Ugly Food


Last year when we visited the exhibition “designs of the year” at the design museum in it’s old location, I remember a piece of design, that educated people that ugly fruit tastes no different to “perfect fruit” that is sold to us in the supermarket. The stigma started from the supermarkets, who give strict guidelines on what fruit and vegetables are acceptable to and what isn’t. Over time, it has warped the publics perception of what is acceptable for human consumption, however there is nothing wrong with “ugly food’, it’s just misshapen or has natural blemishes that don’t impact on the taste of the product.

This poster campaign tries to raise awareness of the issue, showing the “ugly fruit” in it’s best light, glorifying the fruit. This is evident in the lighting and background that is used on the posters below. Interestingly, the fruit is isolated on a white background, giving a clean and fresh feel to the design. As you can see from the apple below, the fruit is very mishapen, however the use of lighting gives the apple more depth and interest, combating the mass perception that this type of fruit shouldn’t be sold and ignored. There is uniformity throughout the designs, with text positioned

Clever captions such as “in a soup who cares” directly asks the audience the question, “what is wrong with the ugly carrot if it can’t be seen?


The typography used is very neutral, and the colour links to the text to the main subject of each poster. There is contrast evident through the different weight and point sizes used of the typeface, showing a hierarchy of information.designs-of-the-years-its-nice-thatDOTY2_ITM_PRESS_3.Ugly-Carrot.jpg


Looking at these poster designs has given me loads of inspiration for my own designs, encouraging me to “glorify the food and show it in it’s best light, despite its appearence. I also like how the colour schemes link with the main subject too, linking the text information and the subject itself together. I will take this inspiration forward into the design stage of my cook book.

FMP Research – Joe Wilson Food Photography

I took a look at Joe Wilson’s webpage, an established photographer. I wanted to dissect a few of his images to understand why he chosen to take the shot the way he has, and what underlying messages might be picked up by the audience.


The image above has a very “fresh” and natural feel to it. The main subject of the image is the vibrant red drink, which sits behind the garnishes. The garnish illustrates what the customer can expect to find in the drink, whilst also giving healthy connotations to the image. The photographer has used a black marble surface to shoot on, giving strong contrast and making the vibrant colours pop out much more. He has also used natural light, coming from the top right of the frame and coming over the subject which further justifies the fresh feeling given to the audience. There is also strong contrast between the highlights and shadows, with no discolouration on the fruit. The whites are very clear, which makes the image feel very clean and refreshing. The photographer has also used a shallow depth of field, using a small aperture to maximise the light coming into the camera sensor, whilst also creating a “moody” feel to the image. The ISO must be at it’s lowest setting also, as there is no grain in the image what so ever.


This image again uses a dark shade to put emphasis on the food. There is nothing special about the layout of this image, however this is done purposefully to show the food in its natural state, and therefore giving a “cooked fresh” feel to it. This image could quite easily be seen in a food/ lifestyle magazine, making the audience salivate and encourages them to eat the product. The use of the green leaf encourages the idea of fresh, whilst also adding interest to what would be just stacked up chicken in a dish. The subject is lit from above once again, highlighting the subject but also giving depth through to the image through shadows. 18-products

Similar to the other images, green features prominently in the this image, again giving natural feel. The lighting gives the wet olives an opportunity to shine, showing they’re coated with oil and delicious. In contrast to the other images, the olives are stacked on a white plate, showing all the different ingredients used to make the dish, advertising the product as a whole. The shallow depth of field used gives a magazine like effect, with the main subject (the foods) and the front of the dish in focus, however the further back the eye looks, the softer the focus. This makes the image pop out more, as it concentrates the audiences eye on the product.


In summary, the images dissected in this blog post have taught me how I may present my set up shots when thinking about my own healthy cook book. Specifically, the lighting of the product and the depth of field used has really interested me. I want to try and replicate this “soft focus” effect in my own designs, creating mood and interest.

FMP – The Issue, Child Obesity

As part of my research, I wanted to look at how food companies advertise their products to entice the younger demographic.

The main example that springs to mind is Macdonald’s. I recently watched the film ‘The Founder” which tells the story behind the founder of the company. The story that’s told shows what the vision for the restaurant was, with high emphasis on making the customer happy. “Happy Meals” were introduced, implying the customer will feel happy after eating the meal.

There advertising glorifies the food, showing images that are doctored to show the product in it’s best light. In reality, when the customer opens the burger, it’s very unlikely that the product will appear like this. This can be seen on their menu’s, showing large burgers shot from below, creating a halo effect, further encouraging the customer to buy the product.


Image result for mcdonald's fresh beef campaign

As you can see from the image above, all the elements of the burger are visable, with nothing falling out of the burger and displayed in an appealing manner.

“Fresh Campaign”

Over the years, there have been many rumours surrounding the quality of meat used in their restaurants. To counteract these claims, Macdonalds implemented a strong and direct campaign, with the idea to illustrate where the raw product comes from. “We only use British and Irish beef in our burgers.” This was demonstrated with TV ads, showing cows roaming wild around a large field grazing in the British country side. This purposeful placement encourages the idea that the product is “Fresh” and therefore has healthy connotations.


Macdonalds Logo

The logo was designed to resemble “a pair of nourishing breasts.” The customer would unconsciously recognise the symbol, and therefore be attracted to the brand. Despite whether this was true or not, the Macdonalds logo is one of the most recognisable brands in the world.

Colour Scheme

Macdonalds use the colour palette of red and yellow. Yellow is the most visible colour in daylight, which means “The Golden Arches” can be seen from miles away, therefore creating instant brand recognition. Red is also used, and not only by Macdonalds. The theory behind using this colour is that it revs up people’s appetites, making them hungry, which in turn encourages the customer to enter the store and buy the product.


Branding Project

I’ve been working with a new start-up company for around 4 months now, creating brand identity across multiple platforms. Today I had the opportunity to go on site and see what my designs looked in reality.

To create the brand, I took direction from management as they had quite a clear vision of what they were looking for from me. We had weeks of email exchange and designs flying back and forth for the logo, but eventually came to this logo. Over the easter break, I worked on site for a couple of days to create the stationary, as it was easier to sort minor issues out rather than exchanging emails. Print



I also re-designed their website, making it more clean and eye-catching.