APP – Sourcing Images

Following feedback from my interim crit, I started to think about the negative implications of smoking, and how this may be visually illustrated to my audience in the medium of shock advertising. Some of the things I thought about were as follows:

  • Dog breath
  • Yellow/ stained teeth & fingers
  • Stale smell
  • Mortality
  • Fag butts
  • Dullness/ drabness
  • Habitual

I thought dog breath would be an interesting and unique way to shock my audience in to thinking about factors they may not realise whilst smoking.

My plan was to improve the my original design by giving the skull further negative characteristics, encouraging my audience to understand how smoking is perceived by non-smokers.

I took these images of my dog, Harvey, and want to attempt to mould a portion of his face to the skull.WhatsApp Image 2017-11-29 at 11.10.09 PMWhatsApp Image 2017-11-29 at 11.10.09 PM(1)WhatsApp Image 2017-11-29 at 11.25.40 PM

In the next stage, I wish to demonstrate skills in photoshop, merging the face of my dog to the skull I had already made. IĀ envisage a few problems potentially getting the proportions to match up, however, I may be able to correct this using the warp tool in photoshop. It may also be difficult to blend the to together, but again I will try and rectify this using blending modes and layer masks.

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APP – Past Project Inspiration

I looked back at some of the previous projects to draw inspiration from for the APP module. One that struck a cord was a digital paint-over technique I learnt when working at Lightmaker on work experience during the summer. Adam, the creative director, spent time showing me how to quickly transform images to sell an idea. It’s always important to bare in mind time constraints of a project, and none more so than this APP module. Since we’ve had the brief, I’ve been worried that working on my dissertation will take up the majority of my time, whilst also balancing my freelance work and starting a new job soon! This method allows me to quickly alter an image to produce a counter argument to smoking.

Below are before and after images of a 3D character. The brief was open to my interpretation, allowing me to take the character in any direction I fancied.

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Conclusions

I’ve found this retrospectively incredibly useful for the basis of my APP project. It’s allowed me to recap on some really vital fundamentals of photoshop. It’s also made me to be conscious of time constraints, and also thinking about texture to lift my design from a flat 2D image. I wish to implement this in my own design, using symbols of death to evoke negative feelings to my intended audience.

APP Research – Counter Smoking Adverts

I looked at counter advertising to see what approach other designers have taken to entice people to stop smoking.

Many focus on mortality, suggesting the effects smoking has on health in a shocking visual representation. The shock effect entices the audience to read further into the advert to understand the context further.

The design below shows a person smoking a cigarette with a mutation growing out of the cigarette. This demonstrates the effects smoking has on health. The overall tone of the design is very dull and glum, with saturation reduced. The first thing that catches the eye is the colour red used to depict the mutation. The minimal text justifies the image in a short concise way, outlining the issue with a statement and direction to information to quit.

Anti-smoking ad

I found this visual very striking. It shows the inevitable consequences of smoking. It shows that this person was just one of a growing number of people dying from diseases related to smoking. Interestingly, the feet look quite young and healthy, implying smokers die young. The tag around the foot simply says “smoking kills” with a well known brand logo positioned above.

anti-smoking-ads-11

This idea actually came into my head too and sketched the idea before finding this. It exploits the monetary value of a pack of cigarettes, and asks the audience to consider, is it really worth the money? The image of money going up in smoke symbolises what people are doing when they smoke.

Anti-smoking-task

The style used below is something that interests me quite a lot. I have tried similar techniques before, and might be a path I may pursue. The image of the cigarette positioned at the bottom of the page creates smoke to form a spooky skull figure. This is a symbol of death that can be identified by the audience, attempting to evoke fear to the audience.

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I thought the design below was quite a clever play on words. It communicates with the audience with terminology that can be easily recognised. The idea of addiction and becoming “hooked” is commonly associated with smokers. The tagline “get unhooked” is a clever play on words that provides the audience to seek help.

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Conclusions

This process has made me look at what other designers have produced previously is discourage smokers from smoking. I found it interesting how simplistic some of the ideas were, yet they were so impactful. The message was always clear and concise, with one or two symbols justifying the point of the advert. The clever copy in some cases speaks to the audience in a way that they feel comfortable. Often shock advertising has quite a sinister tone of voice, however, the information often is more light hearted and offers help and support. The habitual nature smoking daily is often portrayed by taking out the saturation out of the visuals, showing age and glumness, in contrast to a brighter, vibrant future.

APP Research – What Makes a Good Advertising Campaign?

Who is the target audience?

An advertising campaign should be geared toward your niche market. It is a common mistake to create generic ads that do not speak the language or grab the attention of your potential customers.

Establish an Image

Brand recognition is something that sells product and ideology. It’s important to keep a consistent image that constantly communicates with the intended audiences. Brands such as McDonalds have mastered this, encouraging families to “be happy” with an inviting, family feel to their restaurants. The promotion of a good having a good time entices a younger audience to a restaurant, capturing a demographic with constant regeneration and growth. The franchise is one of the biggest in the world, and can be identified by its large yellow “M”, an iconic symbol of the franchise. The colour paletteĀ  also encourages eating.

 

Where and what medium to optimise exposure to my target audience?

Its vital to get a strong understanding of my target audience, and where best to position a campaign to get maximum exposure. It’s an important process to determine the appropriate media to reach the market.

 

 

Summer Brief – Grids

I wanted to explore grids in further detail, and found this great tutorial on grid structure and layout in indesign.

 

I was able to generate my own grid structure, giving strength and structure to my design. I used a three collumn x three row grid, with a 4mm gutter. This gave me the structure in which to layout text and imagery.

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FMP – Type Choices

I tried a variety of different typefaces, thinking about the house style of my book. I wanted the design to seem clean and clear, whilst also being visually appealing. I tried something that I’ve previously been advised not to do, which was implementing a script font. From previous experience, using a script font reduces readability, however it does add a stylistic element to the overall design. I chose to look at script fonts mainly to add a personal touch to the design. However, after comparing them to the a sans serif I still feel like the title needs to be readable, and is more so using the bolder typeface.

I chose Gotham as the house font. The font comes with multiple variations of weight, which will allow me to add hierarchy and contrast between titles and texts. I like how it neutralises the design, which works well with the isolated white background and food imagery.

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FMP – Setting Up A-Master & Baseline Grids Indesign

I re-capped on how to set up an A-Master page by watching an online tutorial. This will allow me to keep continuity on each page, whilst also working quickly and efficiently.

They also help the reader navigate, by displaying direction such as a menu bar, page number, or book title.

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I used a simple design, automating the page numbers as I progress into the book, whilst also adding a reminder of the book title placed in the center of each page. I created margins and columns to give structure to my pages, however, some pages may change, and I will adjust the layout and grid accordingly.

I also used a baseline grid, adjusting the grid to the leading value of my text, and then snapping the text to it.This will further enhance the structure of my design

Screenshot 2017-05-20 10.49.19

 

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I’ve learnt from previous experience it’s good to start with a good structure, as this gives the foundation in which to layout text and images effectively. I want the reader to feel engaged, whilst also feeling comfortable and enjoy reading the book.