Sunday, 30 May 2010

OUGD203: Module Evaluation

OUGD203: Design Practice 2
Module Evaluation

1. Your ability to select, develop and evaluate a range of appropriate source material gathered through a breadth of appropriate research methods.
As the project took a while to set off contextual research relating to design direction was slow and did not really happen until the third week of progress. However to this I did research well into the company itself, looking at websites making visits to the store to speak to members of staff and emailing Ryan Holliday-Stevens, the designers of their fashion. This led to lots of research directed at their competition, in particular looking at window displays within the local area, which eventually led to looking at other companies and installation design by other designers.
I feel I could have looked at more direct research into Autumn/Winter displays which was the initial idea that I was working with, however as I wanted the design direction to be more in keeping with the off-trend fashion of the company I chose not to look at design relating to the seasons.
I also feel I could have done more research into the design of the printed media, looking at more contextual designs of clothe tagging and carrier bags may have produced much more innovative designs and shapes.
For the collaborative brief I felt the research that I looked at was strongly directed at paper based media, which was very relevant to the design direction of the brief, and among this was strong primary research into competitors of the company and varied secondary research into design direction and contextual research sources. this research was both relevant to the brief in hand as well as supportive of my own personal investigation and practice. I felt that Hannah researched some-what better than myself, taking a more concentrated view of contextual research as her specialist skills lie within paper-based media. I thought however that a wider perspective on research benefited the project as influences came from a variety of sources.

2. The level of investigation and experimentation into appropriate production media, processes and technologies.
As the company 'aqua' is small the need for mass production on printed media is small, therefore most items would be printed digitally to save on costs. On the Fedrigoni brief mass production was considered as well a the use of appropriate stocks.
Having looked at installation designs for the Aqua brief, most are tailor-made for the space itself, however I have not considered the implication of more stores being created and more stores needing a unique design layout, as there is a distinct visual styling this should allow a transferrable visual styling between stores. I could however have been much more experimental with use of stock choices, shapes, textures and colour with the design of the clothe tagging as well as bags. I feel that if I had looked much more deeply into the construction f these different types of media I could have produced something much more interactive, like the installation design.
Studying the web- design aspect of the aqua brief also showed me how much more I need to learn about putting a website design together and how digital media is one of the most important parts of the process and unfortunately I feel I didn't look into this part of the design process as much as I could have done. I do intend therefor to consider how great web-design is becoming a more important part of graphic design.

3. The breadth and quality of practical skills, ideas and development.
I found the Aqua brief particularly difficult, the border between 3D design and graphic design, where does it end? I think this could have hindered the way the project developed I was very interested in producing something interactive but I felt I was held back to notions that what I was producing was 3D 'fine art'. I therefore started looking more at
For the Fedrigoni Brief myself and Hannah took control of the designing of the space right from the start, the breadth of ideas was large and through working collaboratively and independently we were able to deliver a fantastic design solution for such an open brief.
My practice lies within layout and image through less illustrative means, I feel I could have produced more thumbnails of designs that would have helped the process of design and tested the potential of the layout possibilities of the poster design. Non-the-less I feel I produced a strong visual solution with a real attention to detail and aesthetics, reflective of my design practice.

4. The documentation, organisation and presentation of the work for this module.
BY keeping basic time-sheets of when work needed to be completed I was able to keep track of my progress, although gaining momentum with creating my own working brief I found particularly difficult.
Once the Aqua brief started to progress I documented the early stages of brief well but as I stared to become closer to the final resolution I feel I lacked the time and documentation skills that I had documenting the early stages of the brief much like the YCN Collaborative brief.
It was quite hard to document work within a 3D space, taking photographs not often gave a good representation of the work that I was producing and so I believe I didn't document the latter half of the project well because of this. Also focussing on the boards and the printing of them, designing for the project seemed to take a back seat.

5. The success of your final products in relation to the briefs.
Overall I think I have created a design solution for Aqua that works really well with their existing material but works as an innovative design solution. Developing a brief that I would find interesting was really hard but because I decided to work for an existing client whom I could have contact with, this of course led me to focusing early on on their existing material and not enough designing, I could tell of all sorts of information about the company but little in the way of what I could do for them.
In relation to my statement of intent I wanted to look at installation design, and so I did. But I feel I could have been more experimental, as said in my statement of intent I found there was little in the way of visual material to work with which actually led me to a shortage of ideas because of little design direction to go in.
this project has taught me that designing for retail is particularly difficult especially when you are working very open-mindedly, but I do want to continue this further. I intend on heading back to Aqua to propose the visual solution for the design of the window space, based on talking to the client I think I cheap negotiated design solution could be possible.
for the collaborative brief I feel myself and Hannah produced a design solution that was innovative and different from what we would normally have produced, I have now learned to really appreciate the aesthetics of minimal type and layout design. The boards that we created for submission I feel suggested professional working graphic design practice and

5 Things I will do differently next time and comments:

#01 Don't let the client take hold of the design direction, try being innovative and go beyond the expectations.

#02 Continue to document all stages within the design process and I the blog as more of a daily diary as oppose to a documentation simply for submission.

#03 Look more in-depth into design for web a very profitable design market, what makes good digital media?

#04 I have a tendency to become lazy once I have found a visual solution to a problem and don't always follow up that solution greatly to produce an innovative range.

#05 If in doubt, always seek advice as this may prove a point of inspiration.

Friday, 28 May 2010

Product/Range/Distribution: Presentation Boards

*Mock-up of installation is to be placed on board 4.

Wednesday, 19 May 2010

Floor Plan: Cross Section & Upper View

Im going to insert the pyramids into the space next as a way to demonstrate how the space will look with the installation within the room. I'll use this to give an indication of how it will interact with the room.

Tuesday, 18 May 2010

Small Shapes: More Perspectives

As a small sample piece I began testing the use of perspective on smaller articles, I would like to create a visual styling that extends beyond just the window scene and the interior visuals. I would like to create visuals for clothing tags and even the clothing itself. I like the use of atmospheric imagery possibly the simple use of this will be enough to like the range of products together. As for distribution I intend to create a mock-up of the website design, this will work with the current design but simply with a change of some visuals and imagery.

To do List:
+ Mock-up the floor plan visuals.
+ Window Display graphics.
+ T-shirt designs.
+ Mock-up an altered website design.
+ Start developing the final boards for submission.
+ Module evaluation (due in on actual module submission).

Aqua Logo: In Perspective

Simple editing using Adobe Illustrator has helped create a much more realistic view into how the installation would operate. I intend now to create a mock-up plan view of the room space, which will allow the design to be seen on the boards for submission. I really like these shots, I love in particular the casting of shadows and the string as well adds to the dimensional aspect of the scene.

Mock-ups of Perspective Installation

A good way to start seeing what it is I want to produce is to make mock-ups. As I have kind of sorted out the design of the shop window space I just need to draw out the design and create visuals. To show how the perspective installations will work I have created a sample below, I personally quite like the look of the minimalist shapes as themselves but I think as a theme, 'Cutting the Atmosphere' works well.

Monday, 17 May 2010

Type Treatments: Circles & Triangles

Abstract Shapes: 'Cut the Air'

After talking to Graham Tansley he gave me some very useful advice in terms of design direction. His immediate reaction to the clothing and what I told him related to the idea of 'Revealing' something. As most of the clothes were not for a practical everyday use and were simply deisgn for aesthetic purposes, it became clear that what I had to produce was something focussed on aesthetic value as oppose to sitting against a theme.
Graham and myself also spoke about the idea of covering the window display entirely and having small cut slits within the window vinyls enticing people to look through to view the clothing behind. Although this concept would be interesting I feel that it would not work enough at getting people to be inspired by the clothing and doesn't entice people to enter the store as it is covered up.

I personally like the idea of a hanging piece in particular something abstract that doesn't have much detail or complicated meaning behind it, purely for it's aesthetical values. At the moment i've been looking more into the cutting of shapes and using them to form this within the space,Felice Varini's work looks at putting shapes into the environment, integrating them into everyday places and from a certain perspective create images. I am going to look at creating visual mock-ups of the kind of visuals I could create using this idea of perspectives.

Isometric Paper: Cut Type

Isometric paper, brings back memories. Type experimentation.

Wednesday, 12 May 2010

Crit Feedback: 12.05.10

Not that I have much to submit at this point but this Crit really helped in terms of clearing up the air and getting that enthusiasm for design back. Having not done very much I was not very surprised that that got picked up on. Overall I felt that the brief I had proposed was really interesting, but I had been doing far too much research into what the company is about and the history of it as oppose to starting to create something new. I also haven't experimented much with colour, having created a colour pallet to work from I haven't actually used it yet, and although I am working with fairly minimal content it would be nice to show some design experimentation involving colour.

Tim's Notes on Feedback/Discussion:
+ Look into artistic movements like Pier Mandrian.
+ Expand the logo into a typeface.
+ Mixing up the themes of seasons; winter environment with summer features.
+ Keep it minimal and witty.
+ Modernist interiors.
+ What do you want to get out of this brief?
+ Focus & clarify your concept.
+ Prioritise again. Focus on the main outcomes, e.g. window display, before thinking too much about the t-shirt designs.
+ Structure your design direction and what you want to produce.
+ Try to get hold of the 'Retail Graphics' issue of IDN Magazine.

Mixing Shapes

I quite the like the mixing of organic and synthetic shapes, using the idea of hybrids and mixing them with collaged shapes. I quite like the effect, would be awesome to have a real version. Giant shapes and objects could always be a winner.

Tuesday, 11 May 2010

Wool Type

As far as development goes, its slow, but I am slowly getting headway on the project. From talking to fred two days ago about the project he basically said i needed to do more practice work and stop trying to look at creating something that is the same as everything else. I needed to brainstorm what A/W meant and create a direction from there.
After looking at hybrid forms I realized what I needed to do was start putting words together and create ideas based on those, hence hybrids. Classic works such as cold were thought of but didn't give me anything to work with. What about the clothing worn at these times, jumper, knitwear and there was the idea, winter warmers. Using that idea of I started to generate a number of idea based on 'Winter Warmers', one was to use wool, the kind that you would normally use for making christmas jumpers and such, and from here I started to develop type.

Monday, 10 May 2010

Post-tutorial Drawings & Direction

After speaking to Fred about things which thankfully has cleared up the air about what has been expected of use from the PPD module, he asked about how I was getting on with the current project and frankly, nowhere. Complete designers block.

Although I have decided that Aqua is about clothing that is separate from the current trends the window display may need to reflect the needs of the current season. So as a starting point I set out brainstorming the A/W season as a starting point. This would get out obvious idea for the window display and so I came up with a number of design solutions. 'Winter Warmers', by using that idea of hybrid for I proposed covering wall to wall of the window display in wool, 'Warming' the window scene in preparation for the window. This idea extended into further solutions of design including the use of a full Spring/Summer window but covered completely in wool.

Overall I feel this kind of solution would work well but I am not fully convinced that it would fit with the existing content of Aqua, the visual styling and material use of wool is something that doesn't seem to appear in their season of clothing. Like the clothing I feel a much more abstract solution would work best with the current design, and more importantly would be more appropriate to their current consumers.