Assessment 1, Stage 4; Case Study Development Design

This case study has been a culmination of the ideas that we have explored over the past twelve weeks. I have tried my best effort to encapsulate a professional looking document that includes all of the concepts that I believe are most important for conveying design related information in the most efficient and user-friendly way. Primarily this has been through a strong disposition towards simplicity. Lidwell et al (2010, p. 170) states that when presented with two functionally equivalent designs, “the simplest design should be selected”. This has been considered in my document and should make for an easy vehicle to convey the information needed for assessment three.

The design direction I have chosen is inspired from modernist graphic design and as such I think it balances the line between performance and preference (Lidwell et al 2010, p. 178) quite well. It is aesthetically clean, but reliant on principles that are now almost traditional.

Screenshot_013116_111111_PM

 

In contrast, Publicis Groupe are a French-based advertising and PR company with many international ventures. However they’re web design (pictured above) generally looks outdated and quite hard to read. It might not have been updated for some time due to reluctance from the public/client for change.

 

Design CS - Short Booklet_Artefact TitleDesign CS - Short Booklet_Artefact Opening PgDesign CS - Short Booklet_Artefact Contents PgDesign CS - Short Booklet_Artefact Information 1Design CS - Short Booklet_Artefact Objectives Pg

 

The design is intended to be printed onto thick, high-gloss paper and folded into a booklet. I have created a mock-up of what the title page looks like on screen.

 

Design CS - Short Booklet_Artefact Title Print

 

References:

Publicis Groupe n.d, Home Page, Publicis Groupe, viewed 29 January 2016,

<http://www.publicisgroupe.com/#>

Lidwell, W, Holden, K & Butler, J 2010, Universal Principles of Design, Revised and Updated : 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, Rockport Publishers, Massachusetts USA.

Assessment 1, Stage 3; Case Study Development Design

Over the past few days I have created the brochure, all the while careful to incorporate many of the concepts that Lidwell (2010) advises.  These include a solid entry point and making sure the design can showcase the content legibly. I am happy with the design direction that I have implemented to date but I will continually adjust some minor elements in the coming weeks. However as a general style I want to keep it uncluttered so I don’t believe there will be any benefit in adding more elements or searching for any other inspiration. The next step for me is to give feedback to peers and fine-tune what I have.

Design CS - Short Booklet-01

Design CS - Short Booklet-02

Design CS - Short Booklet-03

Design CS - Short Booklet-04

 

But now I want to focus on a few other aspects that should be considered when making a brochure, despite the fact this design will be submitted online, the majority of brochures are printed to be used as a hard copy. It is therefore important to consider what the design will look like on paper through optimising the colours and format for print.

There are some principles that most people follow when converting a document from screen to paper. Adding a mix of base colours to black creates a richer shade (PrePressure 2013), and after ‘”talking to some graphic designers”, Ed Hart (2011) explains that changing the colour mode to CMYK (Cyan, Magenta, Yellow, Key/Black), and considering the use of Pantone schemes often shows up best in print. I have done some research in regards to these techniques and will attempt to apply some to my designs before doing some proof printing.

 

References:

Ed Hart 2011, Using Illustrator to Match CMYK Colours to PMS, Ed Hart, viewed 8 January 2016

<https://www.youtube.com/watch?v=P5gnRqz1TB0>

PrePressure 2013, Rich Black, Laurens Leurs, viewed 8 January 2016

<http://www.prepressure.com/design/basics/rich-black>

Lidwell, W, Holden, K & Butler, J 2010, Universal Principles of Design, Revised and Updated : 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, Rockport Publishers, Massachusetts USA.

 

Assessment 1; Stage 2, Case Study Design Development.

As I continue to explore the different options available to me while developing this case study, I have decided to deviate away slightly from the newsletter idea that was previously hallmarked as an idea. I feel that presenting my design as a short booklet/brochure is more suitable for showcasing the design principles that I am focusing on.

Two further concepts that I will incorporate into my design is a strong focus on a clear entry point and linear storytelling. Lidwell (2010) explains that these design characteristics help to reassure the user and it makes sense to introduce these more austere traits as it fits in with the design language of simplicity and frugality that I’m trying to embody. I am also thinking of including small amounts of red colour, perhaps for important text or page numbers. This technique has been used by advertising business Ogilvy & Mather on their website. There is a chaotic order in the design that they utilise, it manages to stay clean yet inconsistent and this is something I will try to incorporate in my brochure.

Screen Shot 2015-12-12 at 5.47.51 pm.png

Though there will be clear sub-headings to help ‘chunk’ the information, through a mixture of negative space and minimalist design the booklet will not encourage the user to skip through pages. It will draw attention to design and help the viewer to recognise its importance in communication-intensive fields such as public relations and advertising.

FullSizeRender

FullSizeRender-2

 

References:

Ogilvy & Mather n.d, The Work, Ogilvy & Mather, viewed 11 December 2015 <http://www.ogilvy.com/#/%7Bfilter:The-Work%7D>

Lidwell, W, Holden, K & Butler, J 2010, Universal Principles of Design, Revised and Updated : 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, Rockport Publishers, Massachusetts USA.

 

Assessment 1; Stage 1, Case Study Design Development.

In the development of this case study over the coming weeks, I’ll be looking to implement a number of accepted design principles while detailing the role that design can have within the Public Relations industry. I’ve considered my options with regards to the medium that I feel will best represent the design direction I’m looking to take, and have decided that the appropriate format is most likely a newsletter. This has been chosen for initial exploration as I feel it will allow me to express the content and aesthetic design in an uncomplicated and thoughtful manner.

Past examples have shown that the idea of clean, minimalist design can be very effective in this industry. M&C Saatchi are an established advertising and PR agency. Their use of bold, confident design on the webpage interface creates a sense of sophistication and a discernment for the intricacies of the trade. Given that at the heart of Public Relations, it is essentially ‘public perception’, the aforementioned qualities exude a powerful message to any potential client.

img51

 

This style follows some very important design protocols. It’s straightforward and eschews anything ornate such as a serif font to align itself with the concept of ‘form follows function’. It’s simplicity also allows it to be easily implemented across a broad range of mediums, from print to web. Furthermore, the use of a monochrome scheme may lack a certain degree of vibrancy, but it paves the way for subtle uses of colour to add extreme emphasis. I’ve attached a very rough draft of a possible direction.

Newsletter Design Development S1

 

 

 

 

 

 

 

 

References:

M&C Saatchi n.d, Brutal Simplicity of Thought, M&C Saatchi, viewed 15 November 2015 <http://mcsaatchi.com/principles/brutal-simplicity-thought>

Lidwell, W, Holden, K & Butler, J 2010, Universal Principles of Design, Revised and Updated : 125 Ways to Enhance Usability, Influence Perception, Increase Appeal, Make Better Design Decisions, Rockport Publishers, Massachusetts USA.