Contents Introduction & creative brief History of graphic design Semiotics Typography Composition & layout Modernism & post-modernism Design deck Colour Respond to feedback & new ideas Visual diaries Visual research and communication Design deck
Introduction & Creative brief
Introduction The first week into the module we discussed the topics that we would be covering. We received our module guides and read through them understanding the fundamental design principals. We discussed the topics that we will be covering in future seminars and get a brief understanding of each of the terms. The first week of class my mind was blown so I done some Photoshop tutorials and made a little brain to the left as even the brain is speechless. “The only way to do great is to love what you do” (Jobs 2013)
Creative brief In the first week I had to interpret it as the persona of the designer and generate my ideas that followed the brief. I quickly identified that I would have to mind-map ideas so I don’t them. The first thing I learned from it was to read it the brief but this required me to read the brief trying to decipher it and really understand what it is that the client is wanting. Below is the creative brief we were given for the End of year show I had to really decipher the creative brief to fully understand what I initially thought that my design my ideas would be so I think I met the creative brief.
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Historyo the left is a Ttimeline that I created to demonstrate a visual representation of the evolution of graphic design I found phenomenal. When we were learning about the history of graphic design I found the out about the store-front signage really interesting because I had never heard it before that in the 14th century beer was a preferred alternative to drinking water as it was polluted. So King Richard II of England made a law that these had to be outside to make it easier to find. 04/10/19
History History of graphic design where it started, how it has changed and how we know it in today’s society. I had never thought about it in much detail but it is interesting how humanity has changed the technology that is used to create a way to print and communicate visual ideas. Below is what I learned about the history of Graphic design broken into three categories the prehistory of the Renaissance and industrial era and graphic design in the modern era as we know it today. Graphic design has improved alongside our modern world and is often compared to as visual communication as it has improved throughout history and has existed throughout humanities time on earth and still inspires people in modern day. Broken down into three categories the history of graphic design consists of: • The Prehistory to the Renaissance • The Renaissance and Industrial era • Graphic design in the modern era 05/10/19
Workshop On the second week we had our first workshop. This was my passion as I fell in love with making my ideas into reality. In the first workshop our lecturer tried to get the class all onto the same level as some people hadn’t used the software before so we edited pictures to learn the basics. To the right is the poster that I created in the workshop to best describe myself because from the obvious indication that pink is my favourite colour. This is the poster that I thought would best represent me but I’m glad that from looking back on previous work I have improved on my skills.
Semiotics
Semiotics When we were learning about semiotics I intentionally found it quite difficult to wrap my head around it because it was such a large topic and they was so much content to learn and understand so I learnt a lot from this topic. Semiotics is the study of signs and their associated meaning. Semiotics became a cultural study back in 1960, the signs include gestures, words,images,sound and objects. This is why when we were learning about semiotics that I found it a little difficult because it is so important that as a designer you convey the correct message across to the audience.
Iconography When we were learning about iconography I learnt that meaning is created through elements such as: • Colour • Language • Text • Images • Lighting • Stars • Props & Costumes When I learnt about iconography I never realised how crucial it will be when I will be designing. I must ensure that every I pick I have chosen for a reason and that it will be appropriate. As every element will have a particular message attached to it. Iconography is the use of certain symbols that can convey a message as shown to the left. These are icons that we come across in a normal day without even realising it. I found this really interesting.
Signified & Signifier Linguist Ferdinand de Sassure shown to the bottom right argued that a ‘sign’ is made up of two parts: • Signifier • Signified Signifier refers to a physical entity such as a word, sound or image. The example that I have included is an apple. The signifier for this apple is red, lead, red, apple. Signified refers to the concept that has been evoked by the image. The example that I have included is an apple. The signified for this apple is fruit, healthy, balanced diet, and fresh.
Anchorage Anchorage is the name given to text underneath an image. Roland Barthes says that the reader is “remote controlled” to a predetermined meaning. Therefore the anchorage is used to narrow the scope of interpretation for the image as signs can be polysemic (have multiple meanings attached). Anchorage is commonly used in advertisements, magazines and even books. When we were learning about anchorage I automatically knew exactly what it was but it was something that I just hadn’t given any thought to. When looking at an advertisement that has anchorage on it you intentionally look at it but it wasn’t until we learnt about it that I actually understood why it was there. To the left is an example of anchorage and how it is used. Without the anchorage the advert would not make sense but with it the audience understand that the ants are walking around the lollypop because Chupa Chups are sugar free.
Connotation & Denotation Connotation and Denotation are two principal methods that describe the meanings of words. Denotation is the literal meaning of the word the example below shows that the denotation is a rose. Connotation represents the various social overtones, cultural implications and emotional meaning that is associated with the sign. The example shown below shows that the connotation of the rose is that it indicates love, romance, passion, valentines and admiration. Denotation Sign Connotation Its a rose It indicates: • Love • Romance • Passion • Valentines day • Admiration
Memes Memes are a way for people to communicate their emotions, thoughts and feelings. They can have political, social or personal connotations. T heorists argue that internet memes can be used as a signs which can be used to semiotically analyse our digital culture today. When we were learning about memes I decided to try and create my own. Therefore I created the one example below of Homer Simpson it was the first time I have ever made something like this and I think I done quite well.
Workshop Within the semiotics workshop we used a random word generator and had to find a font that we thought represented that word. The first was blood and the second was ghost initially it was hard to think of what we thought it should look like so after a bit of research the typography I used I have included below I think that was the hardest challenge that we done in class because it was the first time that I had to actually consider and download fonts rather than using the pre-installed fonts.
Typography
Typography Before I learnt about typography I didn’t realise how crucial it was in graphic design. It has a direct impact on the audience and will affect their reaction to the work as it provokes an Temotional response from the audience. ypography must be selected with consideration and a degree of understanding as it has to be consistent to solidify a professional brand as it allows the designer to convey a particular Temotion or message. ypography disasters occur when the font is not used appropriately and does not convey the message. This is common with cliché fonts that are too easily accessible overused or outdated (default fonts installed on your computer.) The information on the next few pages demonstrate what I have learnt and I have included my own examples. Below are examples of outdated ad overused fonts: • Comic Sans MS • Times New Roman • Arial We ALL know this looks bad RIGHT?
Good typography will encourage the audience to finish reading the text and will provide a comfortable reading experience. Typography must be used with the proper connotations to communicate the appropriate message. Bad typography will discourage the audience from reading the text as it has the tendency to irritate the audience.
Serif fonts have an extra decorative stroke on the end of letter. This type of font is more traditional and as everyone knows it is now recognised and trusted. Therefore brands use this type of font to solidify their brand and portray themselves in a good light. As a serif font is typically associated with sophistication luxury brands would tend to use them. Example shown below. Sans serif fonts do not have any extra strokes (sans means without) throughout the digital age we have developed sans serif. This type of typography is used to create a modern feel and achieve a minimalist design. Example shown below. Script typography imitates a hand written font. They are typically used to authenticate the brand and add a degree of originality.
Leading Leading is the in space between lines of text also known as line spacing. The default usually works fine but the goal of the graphic designer is to design the text in a way that is comfortable for the audience to read. Leading Leading Leading Hierarchy Hierarchy is used when a lot of text is on display commonly seen in traditional publication such as newspapers It is used to guide the readers eye to the most important information and it displays different levels of emphasis so that certain information stands out. Hierarchy Different levels of emphasis Certain information stands out
Tracking Tracking is also used, this is the overall spacing between characters also known as character spacing. Some graphic designers use tracking to create an artistic effect. Tracking Tracking Tracking Kerning Kerning is the space between specific characters. Unlike tracking, kerning varies throughout the word because each letter fits together differently. ‘Bad kerning’ is a term given to fonts that look improperly spaced. Kerning Ke rning Kern ing
Workshop In our typography workshop we were given resources and we had to practice using InDesign to create it. I made a wedding invitation using the floral border that we were given. I am proud of my first piece of graphic design. I chose the colour scheme from the floral border and I think it worked well. I used a sans-serif and a script font so they would contrast one another and it means that all of the information is legible and I am happy with the overall look.
Composition & Layout
Composition When we were learning about composition I learnt that there are four principles that transform a piece of work. These principles sharpen your eye as a designer. They are contrast, Crepetition, alignment and proximity. ontrast there are many ways to create contrast, one method is to use contrasting styles of text and colour. Another one is to Radjust the size of objects and invert the colours or to adjust size epetition demonstrates a professional stamp on design work. It is crucial as work needs to be consistent and helps it be Aaesthetically pleasing. lignment is lining up objects. Grids are used by designers to make work more efficient and easier. It also speeds up the Pdesign process as they have a template for the content. roximity is about using the visual space to create relationships in the content.
Workshop This is the first time that I had ever used InDesign so it took me a while to term to grips with the new software. We created a magazine and a website to help us practice out skills that we have been learning in our lectures. I created a website that shows interactivity so that I have a rough idea of what to create when it came to me creating my design deck. After creating my Lewis Capaldi website I looked at his real website and it was similar to mine.
Week six Modernism & Post-modernism
Modernism Modernism was a topic that I had discovered previously as I had studied art we learnt that it was a philosophical and art movement that came about in the 1900s. M odernist theorist believed that the order of society had broken down. Although the movement grew at a rapid pace changing society and peoples mindset. The modernism movement encouraged people to express themselves how they seen fit and changed the creative industry that we know today. From this lecture I learnt that without the movement the society that we live in today not have existed as this movement had a tremendous effect on our society. Modernism Post- modernism
Modernism in art Modernism was questioned by the people in higher society and scorned people who participated for it. They questioned the academic art as they felt pressured to create art in a particular way. Modernism in art is a movement that I am interested in. To the left is a piece of modernism art that would have been created around the time of the movement. It was painted by the famous Pablo Picasso. The painting is called “Weeping Woman” which could possible by on of the most famous Picasso portraits. The “Weeping Woman” represents Picasso’s anti- war theme
Modernism in graphic design Modernism in graphic design persuaded people to rethink the way they were creating pieces of work and continues to experiment with new ideas as they felt like they express themselves however they please. This is a piece of modernism graphic design that was created by Bauhaus known for this type of work. The Bauhaus school was set up to impose a particular style. Known for breaking every rule the piece of modernism graphic design demonstrates a geometric and minimalist style breaking down every essential design element.
Post-modernism today There are theories today that post-modernism is a dying movement with peoples work constantly being recycled in a way. When we were learning about modernism and post- modernism I found that learning about post-modernism today was the most interesting part because when we are looking at the work produced in the past and how it is being reproduced in today’s society. This is most common in the music and fashion industry without even realising that in society we are mass reproducing work that has already been established rather than being original.
David Carson David Carson stated to experiment with graphic design until he found himself emerged. Carson has worked with major clients from the United States including Pepsi, Ray Bans, Nike and many more. Ilike David Carsons work as it is unique and is completely individual as I have been researching a lot for my own designs I haven’t came across anything else like David Carsons work.
Paula Scher Paula Scher in known as one of the most influential graphic designers in the world. Known for her popular contemporary graphic design work. As she continues to continues to revolutionise the graphic design world. Ilike Paula Schers work as I believe her work falls into the categories of pop culture and fine art. The work that she creates is similar to one another and follows a certain style that she has created.
Low and high culture When learning about modernism and post-modernism we learning about the low and high culture which I was very interested in. Amalgamating the two cultures has an interesting outcome they can take anything and turn it into a piece of art that is recognised from the intended audience. Although it can be offensive if it crosses the cultural appropriation line. I found learning about the low and high culture very interesting therefore I thought that it would be a good idea to try and create my own wanted to create Isomething that wouldn’t be offensive therefore I decided to add Homer Simpson into the Clueless movie. I created this using the polygonal lasso tool to cut Homer out.
Workshop In our modernism and post- modernism workshop we were given resources. I decided to revamp the Mona Lisa and I put Liam Paynes face over the top of the well known Mona Lisa. When doing this I faced many problems because I was challenged with changing the skin colour of Liam Payne so that it would blend in better with the rest of the painting. I also had to warp Liams face so that the dimensions fitted in better with the angle of the picture. I found it intriguing creating this piece as I had never done something like this before.
This was my post- modernism piece that I created from Picasso’s painting from Scream. I created the effect that Scream was being teleported into the UFO and this is the reason for the shock on his face. It was hard creating this piece because everything needed cut out precisely so that there was no white background left in it because this would stand out as it was on top of a black background. To create the strobe effect I used the pen tool to draw the shape and them I added a overlay colour and added effects from the blending options tab to make it look more realistic rather than just a shape.
Week six Design deck
Design deck In one of our classes we took the 1. All my own work time to understand the purpose 2. Clean of a design deck. The reason a design deck is created is to show 3. Follows the brief the client my designs. For my 4. Formatted correctly design deck it’s important that it was all my own work so that it is 5. Professional not plagiarising someone else’s 6. Includes the right information work. Below are 3 designs from 7. Equally good designs my first design deck.
Design deck The second point that we Professional my designs discussed was that the should good enough that design deck needed to be clean people would think they were and only include the work that created by a professional graphic we were supposed to so it should designer therefore I will need to only include our final designs. spend a lot of time ensuring that With a plain white background, my designs are perfect and don’t no clutter and no research. Ithe visual diary look rushed. Research should be included in ncludes the right information this is important because Tthe brief because if it doesn’t catalogue, invitation and web he design deck must follow each design requires a poster, then I will not be marked on it presence as well as merchandise. Eappropriate. properly because my design isn’t qually good designs This is important because the client Fneeds to be of a high standard therefore it is crucial that they ormatted correctly my work may pick any of the 3 designs and submitted as a PDF file are equally good as my name therefore it must be formatted. would be attached to the work
Colour
Colour theory Colour psychology evokes particular emotional responses which gives colour the power to influence Red- Is often associated with danger, importance and passion. Red is a very emotionally intense colour. Often used to represent speed and power Orange- Is often associated with confidence, energy, optimism as it is a vibrant colour it is used to catch attention and highlight importance. Yellow- Is often associated with the hope, happiness, positivity. Often used on a dark background to stand out as it is eye catching. Green- Is often associated with the nature, growth and success. Green is typically used to have a balance and harmonising effect
Grey- Is often associated with formality, neutrality and professionalism. Grey is known as a safe colour because it goes with every colour. Blue- Is often associated with comfort, relaxation and trust. Blue is one of the most important colour in User Interface design. Purple- Is often associated with luxury,spirituality, and creativity. Purple was historically linked to royalty and known as being expensive. Black- Is often associated with power, elegance and sophistication. Black is commonly used for text and is linked to a mystery aspect. White- Is often associated with health, virtue and cleanliness. When learning about design I learnt that you cannot value white enough.
Colour theory Colour is an important aspect of design as certain colours provoke certain emotions. Below I have included a chart for a visual representation of the colour preference by gender. Blue is a preferred colour by both genders while orange is not as popular this is important for me to know when I am designing Colour has many effects on the audience. Colour is one of the fundamental elements of our existence. Colour is apparent in our lives and our culture. We use colour without even realising in our: • Clothes • Possessions • Daily lives The colour wheel is a tool that we use to talk about the relationships between colours whether it is contrasting or complementary.
Workshop For our workshop we made a teacher-bot I was paired with Liamis and Jack and we worked as a team to create the teacher-bot. We decided to use an animal for our teacher-bot after discussing our ideas and creating mind maps we decided to add accessories. We initially thought of creating a flower for our teacher-bot but later we decided to create something more unusual. As a group we decided to use a Koala because they are trustworthy and commonly known. We created the teacher-bot using Photoshop and majority of it was done using the pen tool. Iam happy with the teacher-bot that we have created. After we created the teacher-bot I had to fill in the evaluation and questionnaire as these were the kind of questions that clients would as I found it quite useful.
Respond to feedback & New ideas
Responding to feedback A Mfter we had submitted our eeting the mark criteria is mock design decks we used crucial because there is no the lecture after they had been point spending hours of time marked to go over any issues on pieces of work if they are not that had arisen so that we could going to meet the standards. make sure that it would not I found this extremely difficult Iaffect our marks in the real one. because I am still trying to get t is also important that if we out of the habit of creating work are creating work that we save that I like rather that for a client it and submit it as the correct or creative brief. file type because it would be unprofessional of we done this 1. Content Wfor clients. 2. Visual content hen thinking about time 3. Time keeping keeping it is important 4. File types for me not to rush my work and 5. Meeting the mark criteria allow myself enough time to double check it and submit it on time
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