My plan was to have the recipes and method on the left page, with a lifestyle shot filling the whole of the right hand side of the page. This shows the audience the final product, whilst the left page highlights fresh ingredients .
I chose to use the studio at college to isolate key ingredients for each recipe. As my research suggests, I wanted to take the images from directly above, giving them a 3 dimensional style combined with shadow. I wanted to engage my audience, and I felt this would be a great way to do this. Below are the unedited images:
On the first day of shooting, I felt all was going well until I looked at the images afterwards. I found I wasn’t properly exposing the shots, and therefore they were looking very dark. I could lighten them in photoshop, however they’re not as sharp as I’d like. I was able to get advice from the photography technician, who upped the light directly from the power source. He then upped the appeture to F20, and reduced the shutter speed to around 1/20. The results were dramatically different, and the sharpness of the images is there to be seen. He said that cameras and lenses work best at a mid range appeture, and to adjust the light settings around that. Using the arm to control the camera means the camera is much more still, and therefore doesn’t need a fast shutterspeed.
At this stage, I looked back at my research and found that there were also a combination of lifestyle shots. I wanted to actually make the final product to show the audience what they can make in their own kitchen.
I had the opportunity to work with a clients proposal for product of the year at Chelsea Flower Show this year. This involved me taking studio product shots and envolved in the design process for the application. The Leda and the Swan design stems from a Greek Myth. Sleek curves and dynamic design tell the story and is perfect for any size garden, big or small. Chilstone have sold two already for charity, raising a few thousand so far. Coverage of the show will be broadcast nationwide, so hopefully it will be on tv screens soon!
I created some business cards for the show, and to tie in with that, I also want to potentially have a display screen to add interest to my exhibition at the end of year show. I followed some tutorials on how to use timeline in photoshop, to create a flowing glowing effect, adjusting the hue of different layers and adding “tweens” to add motion. Although the image belowmay appear grainy, the screen should display the image seemlessly.
I worked with local start-up gardening company with an experienced team of gardeners to create brand identity. I designed and created the website: bloomsgardening.co.uk 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.
After gathering my images and looking back at my sketched designs, I set about isolating the cat from the background to use on white paper. My book is black and white, so I will alter the saturation and colour channels. However, my initial task was to create the path around the cat to maintain the detail of the cat but isolate it from the background. This would be really easy if it were on a plain background, However the busy background will make it tricky.
So below is the image of the statue of the cat that I wanted to clip. I started by using the magic wand tool to make a rough selection around the cat.
I then hit “Q” on the keyboard to get a quick selection mask. This enabled be to tidy up any parts I had missed. This is almost like another layer of refinement of the overall selection.
I then hit “Q” again to exit the selection mask. giving me a decent selection but not as tight to the body as I’d like. I went to select and mask to refine the edge and maintain the detail within the cat. I manipulated the sliders to get a pretty tight selection. I used a variety of different backgrounds to make sure the selection was clean
In output settings, I hit new layer with layer mask. This enabled me to tweak edges with a very soft brush, just by painting in black and white on the layer mask. Below is the outcome of all the refinement.
I then saved as a .psd to maintain the layer structure and transparency of the clipped artwork. I then imported it into illustrator, where I imaged traced the image. The brief said we can be as arty as we like, and I feel this arty vibe gives it a touch of fantasy, whilst combining the book with “genuine” images of cats seen in the wild.
I took this process with two images I had taken of the cat
The Outcome – (Layout to be tweaked)
As part on my development I sat down and sketched out some ideas for my memorial. This helped me visualise my ideas and plan around with what type I would position where.
I wanted the design to signify my life, and my interests. My ideas included a cup and a football, which shows my interest in sport. This links in with the quote that lies below my name, “A fun, loving, creative man with a passion for all things sport.
The sketches also helped me understand which elements should be exaggerated to be clear on the gravestone. There should be a clear hierarchy of importance in the text elements and hope to achieve this with my typeface choices, weights such as light, regular, bold, and black, and scale.
As the brief states that we are designing for communication arts magazine, I thought it was important to take a look at the style and ethos of the magazine and brand.
Communication Arts is the biggest international trade journal of visual communications. The magazine covers a broad spectrum of mediums, such as graphic design, advertising, photography, illustration, and interactive media.
I was strolling through the gallery on the Communication Arts Magazine, and found this article about packaging that I thought ties in well with our chosen subject of paper. Matt Ebbing designed a “carton” that would show off the special and unique product. The package is made from moulded paper pulp, similar to an egg-carton, that is in the shape of the nested shoes. It’s light, space-saving and made with 100%PCW pulp that is 100% compostable.
Another design that caught my eye was this infographic illustrating what really lies beneath the sea. Its uses key signifiers such as the different shades of blue giving depth to the design, and contrasting white which leaps off the page and catches the audiences eye. The audience associates these colours with the ocean. The reader is guides through facts with a faint white dotted line leading them to the bottom. As the reader gets to the bottom, the shade of blue turns into a almost black, signifying depth of the sea. I think its important to note the amount of facts and figures used, and how they are highlighted and enlarged compared to the rest of the text. This draws the audience in to the exciting fact, and then leads them to further information about that fact.
I also like the typography used, not only in the large title at the top, but throughout the design. There is a clear style throught the design, with large text in a modern typeface with strong contrast between thick and thin strokes, and a sans serif typeface that looks similar to helvetica.
There are small little embellishments around the design, however the designer has used small elements effectively to get the right messages across to the audience.