Typography

Legibility

When it comes to typography, you need to ask yourself a question. How do you want it communicated?

I have two different examples of typography. However, I can only read the one. They are different type faces, and this is the impact typography has, there is such a broad choice when it comes to choosing the correct one. You need to no what impact you want to make, do people need to read it? If yes then it is obvious you need an easy to read typeface like Helvetica for example.

It isn't only in art where this takes place, it is in books, documents etc. There are standards and rules in place on the size of the font. typeface and spacing, this is all to make the font legible for the readers.

Colours are also a big decision. Some colours do not work well together where as others do, for example, and the most obvious, black and white. Its the most common use of type, black on white background. Im using it right now, and it looks good, its legible, easy to read. 

No problem. 

However, if say you change the black writing to yellow, it will become illegible and people won't be able to read it so it will be a big waste of time. So, basically don't use yellow type on a white background, put yellow on a black background, sure that works, but not white. Capeesh!

Visual Hierarchy 

In the design industry, you will here of the term, visual hierarchy. Basically this means, what the designer wants you to see in what order, and this is done in many of ways.

1. The size of the images.

2. The colour of the images.

3. The amount of images on the page.

4. The placement of images.

Ok, she size of the images is probably the most important, lets take the top campaign. What do you see first? 

1. The car.

2. The ash under the car.

3. The typography.

This is all happened in about 1.5 seconds for me, it is different for other people. The designer has power on the audience.  The designer decides what you see first, second and third. The bigger the object is, the quicker you see it and more tempted to look at that.

The colour is important, the first colour I see is the orange glow from under the car, although it isnt what I see first, it was the first colour I taken in. It stands out and it is vibrant, this gives you an understanding on what the campaign is about. There is only one image on the page which makes it more striking and pleasing on the eye, and also the placement. It is slightly off centre but balanced out by the typography on the other side. So why is the type so small? Simple, the image itself is strong enough by itself. It is a powerful image therefore the type isn't really needed. It gets the message across quickly. 

Smoking is expensive. Buy a car instead!

The other image I have used is a 'Where's Wally' poster. I have used this to show how different it makes the image when you don't have a visual hierarchy. Your eyes don't know where to look, in this case, that is the whole point but in an actual campaign, this isn't a good option to use. It keeps the piece in order and you have a stable design that is managed.

Research and Development

Children's Book

Teenage Book

An understanding and knowledge of ‘an audience’ can enhance and focus the communication.
Understanding the audience is one of the most important things to get a hold of in the design industry. It is a huge part of the project. The reason why it is so important is because you need to capture the age group/sex and keep them entertained and intrigued. This can be done in a variety of ways. Colour? Typeface? Size? Just to mention a few. You have to do the research and collect information/data. 
As you can see from the two examples I have above, they are very different. This is because they are targeting different audiences. The top one is targeting young children, you can see this by the bright colours used, fun little animals and by the type face. The bright colours will attract the young children and they will want to interact with the book, also the animals is a very clever idea, kids love animals, they would rather talk to a mouse than a human. Again all this is collected in the research, through doing questionnaires and trial and error. This type of research is called Primary Research (collecting fresh data).
The other book is targeting teenagers. There are no bright colours, no little animals. There is one image, an eye. This draws in the audience and leaves them wanting to find out more, this book is targeting teenage girls, its a female eye, also the typeface is too fancy to be for the males.
The main thing when you are considering your audience, are three questions.
Who are they?
What do they like?
What do they value?
When these questions are answered, you will no how and what to draw/photograph or design.

Jill Calder

The notion of ‘inspiration’ derives from constant inquiry, based on research, observation, recording and experimentation.

The key to a good artist is getting inspired. You have to do your research and look around. By collecting and documenting your inspiration/finds, you can come back to them at a later date. They will still inspire you but maybe in a different way. However, the only way to improve is to experiment, try new things, explore the different range of media. This is still classed as research called experimentation. You don't jump straight into your final piece, you have a beginning, middle and an end, with lots of ideas, developing them, getting inspired, working in the same way as an artist. Everyone has to get inspiration. All this research is called Secondary Research, this basically means you are collecting information that is already out there, for example, looking at books, the internet, galleries, flyers, anything you can get your hands on. To have a wide range of research, your design will benefit because you have looked into a lot of different things and got a clearer understanding of the chosen subject.

Jill Calder is an illustrator, she is constantly collecting Visual research, observational drawings. This helps her remember what she was thinking at the time. When you think of great idea, write it down on a piece of paper, your hand, some loo roll! Anything you get your hands on because you will forget. Its the same when you take a picture, draw something, its not going to be there forever so you have to act on it and all this is documenting your movements. Your journey through a project. 

Integrating Theory and Practice

Gabrielle d'Estrees - 1954

Mario Sorrenti – YSL ad Campaign - 1998
Notions of Originality


Nothing is original. The thing about art is that someone else has already been there, done that and got the t-shirt. People just change the meaning and context of the image. This works as it turns into a contemporary image. Breaking down the image and taking key elements and changing the content. In this example, to sell something. By using Kate Moss, this works for the new audience. It turns into a sexual image, Kate Moss is a very attractive model and having her tweaking the guys nipple, it gives the male audience a nice image if they want to purchase the clothes. Lets face it, Kate Moss playing with your nipple, go on then!
The intention is straight forward. To sell. This is made clear by the logo on the image but also by the sexual tension in the image, both models are looking straight into the camera to give you the, i'm ready look, drawing you into the image. Sorrenti has used a photograph, this changes the media of the image, again making it contemporary. This is his own perception of the image, putting his own twist on it. In Gabrielle's image, both the models are topless however, in Sorrenti's, only the male model is topless. Either Kate Moss wouldn't go topless or Sorrenti likes the tease of her wearing her top to leave more to the imagination. Sex sells. Especially in advertising.
The main message with the image to sell, it is pleasing on the eye and will attract both male and female audience, meaning people will want to buy into YSL so a job well done!

Alison Jackson-2003
Recontextualised ideas and concepts in contemporary culture


Alison Jackson is a cheeky photographer and image manipulator. She takes famous and respected people, mainly from the royal family, and puts them into scenarios where they wouldn't necessary be associated with. So here, the respectful Princess Diana. is swearing. When did Princess Diana ever swear? She didn't.
The image has been manipulated. Alison Jackson has taken the image and recontextualised it to make it contemporary. She has also made the hand in focus to make this the key part of the photograph. Ok, I don't think anyone in there right mind will actually think this is Diana's hand, but its the humour that catches the audiences eye. Its funny to look at famous people that have been manipulated. Especially people who are respectful people. If it was a picture of Liam Gallagher, it wouldn't be funny because he is known for his rebel behaviour, you wouldn't even need to manipulate the hand in his image...it would already have the middle finger up! The audience will be around 18 - late 20's I would imagine. Tis is a qwerky way for Alison Jackson to get her name out there and be contemporary,  this is her goal.