Monday, July 18, 2011

POS display cont. posters


I put together some moodboards to get a feel for the season and get a feel of what resonated with me for the illustration. I originally planned to do something in pen and ink, but changed my mind by the end of the moodboard and decided to take the plunge and try to make my fruit and veg as realistic as I could without making it to 'chocolate box' looking.
Autumn, all golds and reds
Summer
My watercolour painting. I chose to do Cox apples
because of the colours. Apples are in abundance in
the fall and there are so many types. They really fill
the shelf space in the supermarket
I added a little highlights and shadows in photoshop
Poster with the branding elements
Poster 2 with strip for supermarket logo and some text
My favourite. I can't wait to see how it comes out full size
on the digital printer.

Saturday, July 16, 2011

POS display cont.

Some label ideas:
In order to plan my poster, I need an identity that will create awareness and drive consumers to purchase fresh produce. With the 'fresh' identity in place, it can not only be used as point of sale posters, but as stickers on prepackaged fruits and vegetables, tags on bundles of loose vegetables or printed on clear plastic bags for loose salad greens or pre- bagged fruit and vegetables. The brief is to create posters for summer and autumn, so my main focus will be to show fruits that are available during those seasons, but does this need to be taken through to the branding?
I realise that the packaging is secondary to the illustrations for the posters, but I feel it's important to go through the whole process and show that every element has been taken into consideration. Anyway, I'm having lots of fun playing in Photoshop and learning new ways to putting it all together. 
spidergram of seasonal fruits and vegetables

Packaging ideas


tags and label ideas





















I quite liked the idea of putting images on the tags, however it means both die cut plus 4 colour printing, so budget should be considered. I started with little watercolour sketches to see how it would look with the images however on reflection, I feel they might be a bit too much. I quite like the simplicity of the small plain wrap tag in the bottom picture which could be used like a logo. 
The typeface on the small green and yellow label is much clearer and could be scaled up or down to size, the band changing colour perhaps for different products.
watercolour sketch for autumn 
watercolour sketch for summe



for tags,stickers or printed on plastic

A second version with alternate typeface and some simple tags
Another label: 
I can't help it, I did one more label which I prefer as adding textures and brighter colour adds zing to it, and makes it really stand out.  It's simple and would work any time of the year as a marker for 'fresh' produce.
The oval with Garden Fresh would stand alone as a logo, the 'winner' strip as a subtle sign of quality and 'best of product' line, while the band strip is an optional element which could be used as a paper wrap around prepackaged cartons or trays, or as a design element across the top of packaging ie: printed plastic bags.
After years in the graphic design business, albeit on the management side, I understand about the structure of a pack/branding and its multiple purposes which are:
To create shelf standout and sell the product
To protect and prolong the life of the product
To reassure customers that it's part of a familiar range - fresh, and do more than simply look pretty as it has to stand out on a crowded supermarket shelf. I think this works. 
without texture on oval
Possibly a stronger font face




Wednesday, July 13, 2011

Assignment 2 POS display

The Brief
Create 'images' which can be used within in a supermarket campaign to package and promote a range of seasonal foods. They want to promote the notion of quality in their design and packaging.
Point of sale material near fruit and vegetable display, 12" x 12" final.
Create an illustration of fruit or vegetables for both summer and autumn.
Further to the brief: Fresh produce or packaging?
The brief is slightly vague to exactly what the pos should contain. Although the brief is to create a poster of illustrated fresh fruit or vegetables, it doesn't state whether the packaging design should also be included and if so how extensive the packaging would be. Fresh prepack trays, shrink wrapped for freshness, bagged or tagged? Or does it range out to jams and frozen produce, freeze dried made from only the freshest ingredients?
The illustration must describe 'fresh' produce,  and I believe the packaging should also be illustrated to show the consumer what the supermarket is promoting.
Audience
85-90% of shoppers are female, already use to being bombarded with POS materials on produce throughout the supermarkets. The POS should contain straightforward message that is eye-catching,factual and informative: fresh, value for money. If the supermarket has a chain of stores, the campaign would most likely be rolled out thought its network catering to all nationalities, social backgrounds and income levels.
Research
















Tuesday, July 12, 2011

Exercise: Visual Metaphors

Economic Catastrophe
The purpose of this exercise was to choose a subject and create a drawn visual list of objects and subjects that could be used to symbolise the subject in a visual shorthand.
I started with a spidergram which then led me to some ideas for visual communication.

My first thoughts when I envisioned economic
catastrophe was how it was created by greedy
fat bankers.  Cheshire cat types with the fake smiles
.
Savings: how many thousand of people
all over the world lost all their savings?
The metaphor is the safety of savings
programs that are sitting on a time bomb.
Swimming in a sea of debt. The unsinkable
ship (bank) disappearing into the sea of debt.
 
I could have done a lot more countries here, but the metaphor
is clear enough. This could be quite powerful if drawn up properly
I just love my little piggy bank metaphor so thought I
would give it an international feel.
The entire world economy blowing up. Very political! 
Back to the Greeks leading the way in how not to
run a country. But I think I prefer the dominos.
It's a simpler, more straightforward message

Project: Meanings in Imagery

Visual metaphor
The representation of a person, place, thing, or idea by way of a visual image that suggests a particular association or point of similarity.

Modern advertising relies heavily on visual metaphors. For example, in a magazine ad for the banking firm Morgan Stanley, a man is pictured bungee jumping off a cliff. 
Two words serve to explain this visual metaphor: a dotted line from the jumper's head points to the word "You"; another line from the end of the bungee cord points to "Us." The metaphorical message--of safety and security provided in times of risk--is conveyed through a single dramatic image....About.com
Some examples:
“You are my sunshine.”, “They need a financial safety net, “Let me play the devil’s advocate, "It’s raining cats and dogs.”
Bombs away
A bigger future 
Global Warming






Creating metaphors takes a lot of time and thought. It seems there are a number of different types of metaphors, so well worth learning more in order to create visually stimulating and creative drawings.  So, what makes a metaphor work?  I guess you just have to open your mind and see where it takes you. I love this as you really have to step outside the box.


Friday, July 8, 2011

Creating Content continued

Drawings from my sketchbook:
I have tried to depict the personality of the policeman as a person who is frustrated, middle aged, tired and very angry.

His office is perhaps a bit too congested here as compared to the description. I have put in a lot of files because he has been working for 15 years investigating for the police, so even though the office is stark the number of files would be enormous and justified in the illustration. I feel he would have had a typewriter and perhaps an old phone, files and little else.


The sketches of the man looking out over London are not dramatic enough and need something more to make you look and wonder about why he is at the window and what is he looking at or is he just reflecting on his thoughts. I read that Old Scotland Yard back in the 40's was still overlooking the clock tower. I've had to use my imagination here as I have not been able to find any good reference as to what the view would have been.


Re-reading the story describes London during the war. The idea of war works well as a metaphor for what is happening within the man himself... battling his anger.


I found a photo of St Paul's during the London blitz. It appears to almost be the postcard marking the time and place. Superimposing it into the window helps to make the scene more in line with the description of the time and place.


Then I found a painting of London during the blitz by David Bomberg of bomb damaged London on line at the war museum. I digitised it to grey scale and gave it a photographic warm tint to simulate sepia contrasts with the stark black and white of the man himself.


I need more practice with drawing in photoshop, but plan to buy a tablet as I'm sure that will be a lot easier than using a mouse.












Creating Content

The project is based on an extract from an old novel. There are a number of elements to look at in order to determine the history, emotion, and feel of the story.
"The room was void and unquickened; it was a room in a shop window but larger and emptier, and the middle aged man who sat at the desk had never thought to impress himself upon what he entered every day. Comfort was there none nor discomfort; only did the occupant deign to qualify the pure neutrality of his surroundings, it would surely be austerity that would emerge. The spring sunshine turned bleak and functional as it passed the plate glass of the tall-uncurtained windows.
The windows were large; the big desk lay islander in a creeping parallelogram of light; across this and before the eyes of the man sitting motionless passed slantwise and slowly a massive shaft of shadow.
Perhaps twenty times it passed to and fro, as if outside some great joy wheel oscillating idly in a derelict amusement park. Ad the man rose, clasped hands behind him and walked to a window - high up in New Scotland Yard. He looked out and war time London lay beneath ... on his brow was a fixed contraction, this he had carried from desk to window, and now there was neither hardening nor relaxation as he looked out... during 15 years he controlled the file of police papers which dealt with the abduction and subsequent history of feeble minded girls. Here lay his anger as he looked out over London... year by year the anger had burst deeper until in was now the innermost principle of the man." - The Daffodil Affair


Notes on questions:
If this were to be made into a film what would the main character be like?
  I recently watched a film called "the Flock" with Richard Gere who was a burned out detective trying to solve issues relating to missing women and sex offenders. Middle aged, greying, tired, frustrated and angry. This is how I see him
What clothes would the character be wearing?
  Definitely a suit. Police investigators back in the 40s wore suits. Possibly a hat as well
What furniture is in the main area in which the action takes place?
  The office contained a desk in the middle of the room and I would expect there to be files, possibly a second chair for visitors, a typewriter and a phone but very little else.
Visual Reference:
The original bookjackets for this novel didn't give much of an impression of the story line, but I have included them for reference:


My storyboard relates more to the time line.  Even thought the author called it New Scotland Yard, it was still in the old buildings. During this period,Many novelists have adopted fictional Scotland Yard detectives as the heroes or heroines of their stories. John Creasey's stories featuring George Gideon are amongst the earliest police procedurals. Commander Adam Dalgliesh, created by P. D. James, and Inspector Richard Jury, created by Martha Grimes are notable recent examples. A somewhat more improbable example is Baroness Orczy's aristocratic female Scotland Yard detective Molly Robertson-Kirk, known as Lady Molly of Scotland YardAgatha Christie's numerous mystery novels often referenced Scotland Yard, most notably in her Hercule Poirot series.
During the 1930s, there was a short-lived pulp magazine called variously Scotland YardScotland Yard Detective Stories or Scotland Yard International Detective.- Wikipedia


Textural and Colouristic visuals
Because most of the media, photography etc were in black and white during that time frame, I believe the basic drawings should be in black and white, despite that it was spring. I like the grungy brick and rust effects as well.
There is a very sinister feel to this underlying the calm study of the policeman looking out the window. Does he see red? Is it more complicated, like a nest of snakes?

Words to consider:
Shadows
Long windows
War time London
Scotland Yard
Police papers
Abductions


One word that comes to mind on reading the text is frustration. Although there is anger, frustration is the underlying theme. 15 years of doing the same job and probably getting nowhere most of the time.