End of Module Evaluation

During this module I have been able to apply all that I have learnt this year and all the skills that I have acquired to good use, be that in live briefs, independent and group led briefs. I have applied my new found knowledge of experimentation and process within the designs in this module, taking a more conceptual approach to set briefs. Mainly experimentation consisted of typography, photography, collage and 3D objects and materials, to achieve unique and strong concepts and ideas. 

 Another skill I have learnt within this module is teamwork and designing and working within a group. Although at times there were disagreements and compromises at to made. I really enjoyed working with other people who have different styles of working and becoming part of a collaborative practice and giving my input of work and how that shapes the group's work together. I have enjoyed having the experience of working in both large and small groups. However it is difficult when they’re are differing styles within the group, however these can shape your ideas and become merged to have the best of both worlds. 

 One thing I have enjoyed within this module is stepping away from digital print and really embracing the college’s facilities and changing the idea of what graphic design can be. I have used screen printing in two out of four of the final outcomes for this brief. I think this process allowed me to be more experimental with the designs and not be too restricted with technology and a computer. It also produces an aesthetic that I am really fond of, specifically the overlaying of the colours. A new venture was using textiles within one of the outcomes, which was something different and I really enjoyed stepping out of my comfort zone and trying something new. 

 Another aspect of this module which was new, was designing for a live brief. Although the design was unsuccessful, I think the experience of following a live, competitive brief is very important and a good learning curve. It was different and interesting to have a certain set of rules and standards that had to be met. It was interesting to be able to produce something that could have then gone on to be used in the real world, and was being judged by real people. 

 Improvements which could be made within this module, was probably the Penguin Book Cover; as only a limited amount of time was spent on this, due to a trip to Barcelona. I would have liked to spent more time experimenting and coming up with more innovative ideas, with a better chance of being selected or shortlisted. Another aspect of this module that could be improved is probably the screen print brief; however this was due to technical difficulties with the screen and process itself and I think more time should have been spent correcting this, however there wasn’t enough. 

 Successes within this module were probably the group project, as although our branding was not selected, it had very strong social media, and as a group we were all very proud with how it turned out. I feel we worked extremely well as a group, with everyone bringing something different to the table and we achieved a great consistency throughout. 

 In conclusion I feel this module has been the best so far and I have improved greatly. However for Level 5 my aim is to do more research and take more influence from other designers and artists and include this in my work and when evaluating my work. Since coming straight from A-Levels I think I have learnt a lot in a short amount of time and now I can eventually apply all of this to my work. I hope next year goes just as well and that I continue to develop and learn as a designer. 

Studio Brief 04 - Final Crit

Feedback

Improvements

- Colours could be more vibrant.
- Consider an alternative colour scheme.
- The tick boxes, needs more of an explanation or heading, to communicate the idea more literally.
- Higher dpi for the screen print, as it is hard to tell what the imagery is.


Successes

- The prints are great and people would happily purchase them.
- It represents the facilities well.
- Consistency between the tote bag and the cards.
- Good colour choices.
- Strong Concept.

Studio Brief 04 - Final Outcome

Studio Brief 03 - Evaluation

Successes within our branding include consistency throughout, the logo and it’s sleek, contemporary style has been applied across all applications. The CMYK colour scheme works well also as, along with the black and white are the only colours used throughout. which exists as an identity for ‘Substrate’. When presenting the identity, what was liked, was the consideration for both digital and analogue media. Specifically the use of the e-invite, snapchat filter and also the creation of gifs, which have been placed on Instagram. It shows that the design is capable and will work across all medias, which is really important, especially in this day and age. Improvements which could be made, is the logo itself. It was said in feedback, that it looks too modern, almost like a nightclub, and doesn’t seem to fit with the aesthetic of digital print. Therefore if the branding was to be picked, of developed further, then the logo could be experimented with being created using different materials, such as stamping, lino and screen printing, to take the hard edged personality away from it. In conclusion the identity for Substrate is strong and thorough, and the highlights come from the use of social media and digital culture and the fact that these have been considered. However nature of the exhibition being traditional print. The initial posters and flyers would need to add more of an element of traditional print, especially so the logo. On the other hand the identity is strong and consistent and covers all basis and elements of promotion and running of the event, it is also attractive and appropriate for everyone from all backgrounds and ages, not just those who are creative.

Studio Brief 04 - Evaluation

When evaluating this design, what needs to be considered is how and what it communicates; is it celebratory of the facilities and is it appropriate and of use and interest to the first years. In the final crit; feedback stated that the bag was reusable and many said the ‘would definitely buy one and use one of these’. The piece is successful in the fact that it has a purpose and relates to student life well. In feedback the design  was said to have a ‘strong concept’, especially including the accompanying shopping lost, which adds an extra, interactive dimension ad meaning to the piece. Improvements which could be made was  that the imagery on the bag wasn’t very clear; maybe amore detailed pattern would suffice. However the meaning behind the half tone, zoomed out pattern , was to accentuate the process of screen printing. Which shows our design was successful in celebrating the facilities available here at the college. The colour scheme was deemed successful although as it celebrated the colour of the college, linking the piece directly to Leeds College of Art; this similar approach was take on the shopping list, using the logo shape as a tick box. However this confused people and so did the three columns, therefore to improve this and overcome this problem, the list may need to be made more explicit in what it is trying to communicate. In conclusion the design was successful, as as well as existing as a piece of design which communicates ideas for student food shopping. Whilst also existing as a useful tote bag which can be re used over and over again, and the shopping list introduces an interactive element. Also the most successful part is how it celebrates and shows the facilities available at the college and shows that graphic design isn’t constricted to purely digital design.

Studio Brief 04 - Rationale

The rationale for the design, was to produce a design for a tote bag, which can be used to take food shopping and is useful in a way that it tells you what to buy when you are struggling. The design needed to communicate, most importantly ideas for student food shopping. Secondly it needed to communicate the facilities available within the college and also the college itself. Finally it needed to communicate a conceptual and a certain aesthetic and to showcase the endless possibilities and approaches to graphic design. 

Design Boards - ISSUU - Design Principles

Studio Brief 04 - Screen Print Process

Design Boards - Design Principles

Studio Brief 04 - Development after Interim Crit

Studio Brief 04 - Interim Crit

- Use a Gridded System
- Place the vegetables on the tote bag to size/ to scale
- Have vegetarian and normal menu
- Different serving sizes
- Use tools and equipment that is needed too, knives etc.

Studio Brief 04 - Development

Through development for the visuals, a half toned pattern was experimented with, to accentuate the process of screen printing and the methods of traditional print available at the college. A more extreme level of half tone was chosen, to emphasise this idea and to also create a pattern in itself. Repeating patters were also developed and experimented with, taking inspiration from existing tote bags. Therefore the design would fill the whole bag, creating a bolder statement and making the ingredients more to scale. Overlaying the designs and colours was also experimented with and a design decision was taken to go through with this idea, for the same reason, to use the process of screen printing to it’s potential.

End of Module Evalution

Design Principles has taught me a lot about the basic principles and rules of Graphic Design and has made me come outside of my comfort zone using softwares and applying differing designer's opinions and points of views to my work, such as those of Alber's, Romek Marber, Mueller Brockman and Itten. 

 What I feel has been successful within this module, is applying my new found knowledge, specifically of grids to my work, giving my work structure and meaning. The most useful grid systems were both the modular and column, which allowed for alignment and a hierarchal system. I have learnt that using a grid, applied objectivity, on the other hand some designers do break the grid which is applying subjectivity. However as a designer, the rules of using a grid needs to be known  inside out, before you can ever know how to or when to break it. 

 Secondly the use of colour within design, specifically the difference in RGB and CMYK and when is the best time to apply these. It made a difference, from working on a screen to print, as working in CMYK allows the colours to be exact when printing. Especially when applying this new found knowledge within the production of the booklet, which allowed me to colour match the swatches within the photograph on screen, to the final digital print out. Also the importance of Pantone colours, especially when designing for client and other people, therefore when transferring and presenting designs, the colour is globally the same, and there are no different variations of the same colour. 

 Within this module, my digital skills have grown a lot, specifically within using Indesign and the skills of pagination and layout on this software, as both the A1 Poster and Pantone Booklet were designed on here. Using Indesign allowed me to apply my knowledge of grids and layout, as on Indesign I created new layouts and guidelines which restricted the pieces and gave them structure and order. 
 Also when recreating penguin books using the Marber Grid, showed how grids can add consistency within a design, and how flexible they can be, depending on how you approach using them.

 What needs improving within this module, is probably the use of colour, mainly as there is so much more to learn, especially within the subjectivity of colour. Also probably the development of my work, especially in how it is displayed and recounted onto my blog. Also the use of type within my work, I feel I have so much more to learn, and need to be more experimental with type. 

 In conclusion this module allowed me to learn the basic principles of graphic design, which then made my work both within and outside of the module have more meaning and structure. It has allowed me to learn by doing, I applied everything I learned in the module and from different designers to the work I produced. The pieces of work I produced as a part of this module, showcase just how much I have developed and learnt within this module, and the new approaches and principles I have applied to my designs. 

Studio Brief 02 - Traditional Print Designer Research

Jenny Brewer it’s nice that.

There is a purity to mid century design that comes from it’s simplicity.

Less sophisticated manufacturing.

The advancements in design led technology means we can create anything, but just because we can doesn’t mean we should. - Dan Witchell, Futurebrand

We crave simplicity.

design from the 60s and 70s produced some beautiful examples.

Resrticitons in technology played a part. - Stephen Gilmore, North

With pre digital processes forcing a greater economy of form, to try and do more with less.

Graphic design was a more specialised craft, which afforded the designer more time and respect.

Return to simplicity and stripping back of clutter.  - Michael Johnson, Johnson banks

 Wonderful opportunity for radical, contemporary identity design. the faster technology changes the more opportunities for expression there are.  - Tony Brook, Spin

‘What we had before was stronger and who we were back then was better.

Design has always been a reflection on the past and looking to improve things for the future.

Interested in the ideals of 50s and 60s design, the power design had to change the world.

These design characteristic of economy, simplicity and the use of new technology are more relevant than ever.  - Tim Williams, DesignStudio

creative Bloq -

Driven by a love of craft and materials

Whilst technology may seem at odds with handmade crafts the evolution of both share a trajectory.

Mass produced, machine made and digitally crafted work have given up some ground to the imperfect, tactile and subjective nature qualities of handmade design.

Alienating aspects of technology. 

technology places control and ingenuity back into the hands if the individual.

Analgoue techniques are noe a common sight in branding and advertising.

Theu have become big business with the recession bringing out the make do and mend spirit.

Although they are a pastime, more to do with heritage, sustainability, qualities abundant in the craftsmanshipp of handmade design. 

Sagmeister - Machine made made sense in the 1920s in order to reflect the cultural climate.

More human, subjective approach is the more effective way to communicate.

The digitalisation of design revolutionised graphics in the 90s.

Manual craft is supplanted more and more by digital techniques. 

The digitalisation of design has affected aesthetic development.

Anthony Burrill - It doesn't seem satisfying making things on screen anymore. Handmade it=ntrigues people. 

How can you design anything without knowing how it is produced. 

]more control.

forcing new ways to integrate manual and digital methods. 

use the computer to assist and translate. 

precesnse of handmade elements in digital context

Can be achieved in minutes on the computer. 

A sense of honesty in the handmade process. 

Handmade elements set up a relationship with the viewer.

Computer related image is mystical and abstract, handmade is closeness to reality means the audience is able to relate to images quickly. 

can adapt and imprive almost everything mass produced.

making by hand isn’t just about archaic tools and materials.

Bringing handmade into there and now

It isn’t about nostalgia or making things look old, still looks contemporary. 

The areas where digital and analogue intersect that are the most experimental and innovative. 

Digital design can create cheats and illusions no substitute for the quality of the end product.

About an ethical way of working.

the handmade in design is bound up with wider cultural changes relating to consumption. 

We are rediscovering our hands as tools and making us active participants in designing the future. 

Finger print - Chen design aassociates

Are we really producing better work because of technology and computers?

Handmade elements can activate a surface and install passion and energy into a piece. 

It can reassure the client that human understanding is the foundation of the message. 

if you were a graphic designer before 1980, you created all your work by hand. Working together to produce a piece of purposeful art. Brought a mix of intellectual and physical challenges.

The intense focus on technology can cloud creative focus.  

Find ways to work within the computers capabilities rather than your own.

‘I was using my hands again which was really liberating’

I wanted to leave her something I had made with my own hands. 

Need to create an image that reveals something about the artist as well as engaging the viewer. 

Letterforms created by the hand communicate directly to the reader on a personal level.

Wanted to create an object that would be cherished more than simply another CD.

Handmade elects and processes add something more interesting and personal to the world of mass consumerism. Scrapes everything back to basics. Makes things stand out in the world we live in, in a sea of ubiquitous packaging/design.

It creates the possibility to create a new different complete look very time.

Create casual and informal products.

OpenType technology - Randomly change letterform in a document. therefore they will be different each time it’s printed.

There is a profound beauty in all things handmade, due to their irregularity. 

Ed Fella, Lawrence Weiner, Paula Scher, Cy Twokmbly, Philip Guston.

How we express who we are, our human imprint. Debbie Millman.

Raw and unpolished. Inspiring. Encourage teens and children to express themselves. 

Combing handcrafted and mechanical sharp edges. Simple and laborious all at once. 

Nostalgia, incorporate sparks of reality into your designs. 

When work is handmade m it has a clear and unique voice.

Our urge to use our hands is a reaction to technology, mass production, conformity and authority.

Hand written, hand drawn elements feel closer to the heart of the author, more personal, honest and genuine. 

The worth of handmade products is more - rarity, authenticity, humanness. 

Would a love letter have the same power if it was typed?

Direct and meaningful communication between artist and designers.

Designers seek that connection between people.

Through the use of our hands that we make our work felt. 

Visual layering represents the never-simple nature of life. 

Always try to reinvent so nothing goes to waste - similarly to the recent trend of companies returning to their old logos.  

When stuck or clueless about a design project, turn to the basics of handmade ideas.

Intent of collage is to create one image with multiple meanings - Vignelli’s idea of ambiguity.

Using stuff around us in general life, not making everything flat.

Choosing a font meant choosing a way to draw. 

Each living page to live on it’s own.

Design that has meaning, felt as well as read, touched as well as heard

To receive something made by hand shows value and intimacy. 

Think of all the handmade aspects used in making a film.

Get to do something you love, surrounded by the smell of ink, oil and glue. 

People will look at the detail. - Ross McDonald.

Handmade designs - limited edition, one of a kind. Personal touches create that intimacy that you find in a child’s drawing on a fridge door. 

Interactive experience. 

Makes craft and texture come alive, initing and engaging the reader. 

Hatch Show Print - Nashville 

Just because something is invented, doesn’t mean you have to buy one and use it. 

Handmade is the antithesis of digital design.

Fascinated with the engineering design process.  Jim Sherraden. 

Physical exertion of setting type, rewards of time intensive sweat and labour, show the benefits of human investment over the machine. 

Personal and cherished designs, imperfect an ultimately disposable.

Believable and honest interpretations. 

Fits budget, publicity needs and communication.

Explore opportunity and individuality. 

Embrace human element of design, it is essential o communicate mutual respect and understanding.

Studio Brief 04 - Contextual Research

Studio Brief 03 - Social Media

https://www.instagram.com/substrate_leeds/?hl=en

https://www.facebook.com/events/262561637486022/

Studio Brief 04 - Original Ideas

Reflection ideas:

Tote bags: based on amount of tote bags you receive when you first join.

Sub Ideas-

• Hierarchy of tote bags (you have so many new ones, which is the coolest, read our guide to find out)
• Giant tote bag (you have so many, where do you store them?)
• What do you need tote bags for? Shopping- sketchbooks- washing (design a tote bag for each of these needs- shopping has extra handles, sketchbooks has a tab to close to keep out rain, washing has a pocket to put in your washing tablets/ cup of power)
• Tote Bag for food shopping - A recipe on the front, pictures/illustrations of ingredients on front of tote bag, with a recipe inside.  - Maybe using potato printing, or iron on transfers. Cut out stencils.

Doctors: a bonding experience- you didn’t go to the doctors with friends before uni but now it's the new McDonalds

Sub Ideas-

• A first aid kit for when you need to go to the doctors (tin lunch box that includes list of numbers, water, sketchbook, uber number, stickers (woo we went to the doctors!!))(look at tin plating company contact)

Food places: on a student budget

Interactive - Puzzle

Match recipe to the ingredients

In Pairs

Paper dolls - dress up an art student

Food cubes - research

Disaster guide to shopping

Where’s wally - find Ben

Netflix guide - Different films for different emotions

Freshers leaflets - collage

Packaging for wine showing things to do instead of going out.

Studio Brief 04 - Initial Ideas

To try and communicate the best of the college and the facilities available to students; screen printing was the most appropriate method to decide. Therefore most of our initial ideas, include single colour or two colour designs, which appropriate to the method of screen printing. One initial idea was to recreate images of receipts with a shopping list on, which recreated textures. This idea was not developed  as it was too literal and wasn’t appropriate for an artistic design on a tote bag. After an interim crit, an idea was mentioned to create a grid from the ingredients and place them to real size, to emphasise the idea of life size, shopping list placed onto a bag. Another idea was inspired by the artwork of Louise Lockhart, using paper cutouts; however in a crit it was aid that tis design was too simple and over done within design. An idea to number the ingredients was discusses, to paint the objects with acrylic paint, adding a two colour scheme. Although, this idea seemed too immature for the audience range. However the idea of colourising the objects and ingredients was taken and developed, to take photographs of real vegetables and fruits, which were then placed within a collage and a series of repeating patterns. This idea was chosen to be developed, especially after feedback from the style of the design, as it acted as both a list, but also apiece of artwork, which was the idea of achieving a certain aesthetic. The design would also looked best screen printed, especially after the design has been halftone. In a crit it was likened to 1970s design style, which references the different eras of design. The colourised style creates a contemporary. The style was influenced by both the end of year show branding, but also the design of Brand Nu, shown on the research board. 

Studio Brief 04 - Visual Research

Pantone Booklet Evaluation

Throughout creating this brief I learnt a lot about colour, layout and paper stocks and the different formats of creating a booklet.

 What was thought to be successful within the design, was probably the use of type, as it was neutral and really worked with legibility, and let the information speak for itself. Also after experimentations and practices of printing it out, the type point size was corrected and perfected. Due to the amount of information that needed to fit on each page, the point size needed to be small, however it still needed to be easily readable. 

 The colours and swatches used and explored within the book, I feel were successful, as Josef Alber's work about homage to the square and the relationship of colour, was explored and showed well. Especially when the colours are placed next to each other in different sequences, placed next to their complementary colours, and then next to similar hues and shades of colour.
 What may need to be improved, was the production of the booklet, it could have been created a bit neater, and maybe using different paper stocks, for experimentation to see what worked best. However the way it has been created is simple and neutral, it also has a handmade effect to it, which adds to the tactile nature of the booklet.
 What I have learnt when creating this piece, is firstly the different colour theories and that of subjective colour, due to the research into the likes of Josef Albers and Johannas Utter. One of the main things I took away from this specific project, was to take inspiration from the outside and everyday life, as there are colour palettes everywhere. Some of the most interesting colour relationships and palettes can come from the areas you'd least expect.
 Another important aspect to take away from this project was research into colour trends, specifically Klein Blue, and also the difference between RGB and CMYK, the difference in colour when designing on screen and on print. 

Exhibition Poster Evaluation

The Exhibition poster design, mainly focused on the use of layout, type and form. The successes of the poster, was the photography and experimentation with paper forms and folding techniques. Success within this design was mainly the layout and the use of grids, as it added structure to the piece and also led to experimentation and learning different types of grids, including how to break them. The use of type also was an important aspect, as kerning and tracking was carefully considered, which helped to align the text and images. The point size of the typefaces was a struggle, due to the dimensions of the final poster. 

Book Cover Evaluation

The book covers focused on the Marber grid and how type and images fit within the grid.  Also the production of the covers, is quite hands on, and adds a new dimension rather than being a flat design. the inly downside is that this can’t be viewed when looking at them as flat illustrator documents.  Success of these covers comes from the ability to fit within  the Marber Grid  and the consistency between the three designs. However  the downside to these designs are probably the use of colours,  a consistent colour swatch would have worked much better, just as Marber did in the crime series.    What has been applied well in this piece is production, layout and the use of grids within design. 

Book Cover - Colour Choices

When exploring which colours to use within the design, Inspiration was taken from the use of green within the Crime, Marber book penguin series, as it allowed consistency to be achieved over all designs, and simplicity, therefore allowing the design to speak for itself, and there were no contrasting colours or colour pairings which were too harsh on the eyes. 

 The colour choices were also inspired from the principles of Josef Alber's and Johannes Itten who believe that colour is subjective, therefore using the same colours across each design, removed this subjectivity slightly and allowed the audience to make their own decisions and emotions based on the colours of the design. 

 Also Josef Alber's research into 'homage to the square', showed that when multiple colours were used against each other it changed the hues, and feelings that these colours portrayed, therefore using a single colour alongside black and white removed this confusion and allowed for a simple, attractive design.