Saturday, 30 November 2019
Final Bratz Lookbook
I have now done a photoshoot of the final Bratz lookbook, freebie products and sticker sheets, silk was used for the background of these photographs which relates to the feminine, glitzy aesthetic of Bratz. Below shows a few of my favourite photographs.
Friday, 29 November 2019
Final Booklet Pages
I have now finished the pages of the 'How to make Culturally Sensitive Design' booklet which I will be printing on Monday along with the 3 final packaging designs.
The typeface used for the headings and titles is 'Big John Pro' which is also used in the packaging designs, this creates clear visual links between the two. The colour palette used throughout the booklet also takes its references from the 3 masalas packaging; blue, red/peach and purple, variating in hues where needed.
The introduction page states what the booklet is about and the aims of it: 'This publication aims to inform the designer on how to avoid cultural misappropriation within the work that they design and instead design work that is culturally sensitive through highlighting 6 of the most significant steps to consider during the design process, particularly during the research stages.
These rules are applied to a design project which is shown alongside them throughout this publication.'
Step 1: Understand the brief and target audience
Imagery: This page uses images of the original MDH Spice Masalas that the re-brand focuses on.
Step 2: Competition
Research into Graphic Design of similar nature. Analyse the unsuccessful and successfulness of these designs. If re-branding, analyse the previous designs; what is unsuccessful/successful, how can it be more culturally sensitive?
Imagery: 3 examples of good design of similar nature and 3 examples of bad designs of similar nature/what to avoid. The good and bad examples are colour coded.
Step 3: Broad Research
Research gathered on the specific culture at the early stages of the design process should start off broad and open minded.
Imagery: All of the research that was gathered at initial stages that was later taken into development stages, photographs and images before being edited and added into design. The images are number coded in the text and on the images page.
Step 4: Narrowed Research and Development
Towards the development stages of the design, aim to narrow down the research to what is most relevant, interesting and meaningful towards the targeted audience and culturally sensitive
Imagery:The research at initial stages communicated through designs and experimentation- selective imagery from initial research taken further. Images of Garam Masala design developments.
Step 5: Contrast and Compare the Designs
Contrast and compare with competition and analyse whether your designs now meet the targeted culture’s needs more appropriately and successfully.
Imagery: Chana Masala old designs alongside the Chana Masala new designs. Comparisons have been evaluated in the text.
Step 6: Feedback and Finalisation
Gather feedback on whether the designs/re-brand are as culturally sensitive as possible. Gather this research through questioning people of that culture and target audience as well as people creatives within the design industry.
Imagery: Photographs of the new designs; the 3 rebranded MDH Spice masalas.
The typeface used for the headings and titles is 'Big John Pro' which is also used in the packaging designs, this creates clear visual links between the two. The colour palette used throughout the booklet also takes its references from the 3 masalas packaging; blue, red/peach and purple, variating in hues where needed.
The introduction page states what the booklet is about and the aims of it: 'This publication aims to inform the designer on how to avoid cultural misappropriation within the work that they design and instead design work that is culturally sensitive through highlighting 6 of the most significant steps to consider during the design process, particularly during the research stages.
These rules are applied to a design project which is shown alongside them throughout this publication.'
Step 1: Understand the brief and target audience
Imagery: This page uses images of the original MDH Spice Masalas that the re-brand focuses on.
Step 2: Competition
Research into Graphic Design of similar nature. Analyse the unsuccessful and successfulness of these designs. If re-branding, analyse the previous designs; what is unsuccessful/successful, how can it be more culturally sensitive?
Imagery: 3 examples of good design of similar nature and 3 examples of bad designs of similar nature/what to avoid. The good and bad examples are colour coded.
Step 3: Broad Research
Research gathered on the specific culture at the early stages of the design process should start off broad and open minded.
Imagery: All of the research that was gathered at initial stages that was later taken into development stages, photographs and images before being edited and added into design. The images are number coded in the text and on the images page.
Step 4: Narrowed Research and Development
Towards the development stages of the design, aim to narrow down the research to what is most relevant, interesting and meaningful towards the targeted audience and culturally sensitive
Imagery:The research at initial stages communicated through designs and experimentation- selective imagery from initial research taken further. Images of Garam Masala design developments.
Step 5: Contrast and Compare the Designs
Contrast and compare with competition and analyse whether your designs now meet the targeted culture’s needs more appropriately and successfully.
Imagery: Chana Masala old designs alongside the Chana Masala new designs. Comparisons have been evaluated in the text.
Step 6: Feedback and Finalisation
Gather feedback on whether the designs/re-brand are as culturally sensitive as possible. Gather this research through questioning people of that culture and target audience as well as people creatives within the design industry.
Imagery: Photographs of the new designs; the 3 rebranded MDH Spice masalas.
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| Cover |
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| Introduction page |
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| Step 1 |
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| Step 2 |
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| Step 3 |
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| Step 4 |
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| Step 5 |
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| Step 6 |
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| Back |
Booklet Research
When developing the booklet further following yesterdays crit. It was important for me to gather some research into actual 'How to' publications and Graphic Design books that focus on a bold but minimal layout throughout.
The main way in which the booklet needs developing is to be more playful through experimenting with details such as coloured pages, different size squares on the imagery pages, still use a grid system within each page but it doesn't have to be so condensed. Also, the idea of coloured pages and/or a colour palette that is used throughout links to the packaging designs as they stick with purely one colour, the booklet could use the same colours as the MDH Spices re-brand colours (black pages, white text with blue, pink and red)
The Graphic design books and 'How To' books that I researched into when considering layout and colour palettes were Oh Shit What Now- honest advice for new graphic designers, Hattie Stewart Doodle Bomb, Upstart, Book of ideas Vol.2- understanding yourself as a creative and how to approach your life and work in a mindful, smart way and the How To book by Graphic Design Michael Bierut.
The book that I found most useful when considering how to display the different images according to the rule on the specific page in the booklet was the Graphic Design playbook by Paris-based graphic designers Sophie Cure and Aurélien Farina. The design of the book is straightforward and very bold, it uses the colour palette of bright orange and blue with subtle gold touches throughout. The idea is that the book is very interactive, it features various games, activities, puzzles and visual challenges to demonstrate the machinations of disciplines such as typography and branding, each page follows an easy to understand but vibrant and intriguing feel.
The main way in which the booklet needs developing is to be more playful through experimenting with details such as coloured pages, different size squares on the imagery pages, still use a grid system within each page but it doesn't have to be so condensed. Also, the idea of coloured pages and/or a colour palette that is used throughout links to the packaging designs as they stick with purely one colour, the booklet could use the same colours as the MDH Spices re-brand colours (black pages, white text with blue, pink and red)
The Graphic design books and 'How To' books that I researched into when considering layout and colour palettes were Oh Shit What Now- honest advice for new graphic designers, Hattie Stewart Doodle Bomb, Upstart, Book of ideas Vol.2- understanding yourself as a creative and how to approach your life and work in a mindful, smart way and the How To book by Graphic Design Michael Bierut.
The book that I found most useful when considering how to display the different images according to the rule on the specific page in the booklet was the Graphic Design playbook by Paris-based graphic designers Sophie Cure and Aurélien Farina. The design of the book is straightforward and very bold, it uses the colour palette of bright orange and blue with subtle gold touches throughout. The idea is that the book is very interactive, it features various games, activities, puzzles and visual challenges to demonstrate the machinations of disciplines such as typography and branding, each page follows an easy to understand but vibrant and intriguing feel.
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| Oh Shit What Now? |
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| How To- Michael Bierut book |
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| Book of ideas Vol.2 |
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| Hattie Stewart book |
Thursday, 28 November 2019
Booklet Development
I have began to develop the booklet further following the discussion with Dom, I mentioned that the booklet needs to be easy for the reader to understand but not be basic. The aim of the booklet is to communicate how we can create culturally sensitive design, the MDH Spices re-brand is shown alongside it and how I applied these rules to it, this is shown within the booklet.
The discussion with Dom suggested that I should be more playful with the booklet through experimenting with coloured pages, different size squares on the imagery pages and have a general play around with layout. Dom also mentioned that if the pages in the booklet are coloured, the images could also all be one colour- this links to the packaging designs as they stick with purely one colour OR the booklet pages could use the same colour palette (red, blue and purple)
I started with creating some initial sketches of layout ideas for each page/step and how the re-brand could be shown according to each rule, as well as ways I could lay out text and image.
I started with experimenting with the one colour idea that Dom mentioned; using one colour for the background page and then one colour for the imagery. The colours take their references from the 3 colours used in each of the masala packaging that I am rebranding; purple, blue and red/peach, white text is used to create contrast and also link with the packaging designs as they also use white text against the black background.
The coloured backgrounds instantly worked a lot better, however the one colour images really didn't work as the concepts and designs couldn't be successfully communicated and analysed without showing them in their original colours.
The discussion with Dom suggested that I should be more playful with the booklet through experimenting with coloured pages, different size squares on the imagery pages and have a general play around with layout. Dom also mentioned that if the pages in the booklet are coloured, the images could also all be one colour- this links to the packaging designs as they stick with purely one colour OR the booklet pages could use the same colour palette (red, blue and purple)
I started with creating some initial sketches of layout ideas for each page/step and how the re-brand could be shown according to each rule, as well as ways I could lay out text and image.
The coloured backgrounds instantly worked a lot better, however the one colour images really didn't work as the concepts and designs couldn't be successfully communicated and analysed without showing them in their original colours.
I decided to stick with the idea of coloured pages and showed the images in their original colours instead of just one colour, peers also mentioned that this worked a lot better. The 'Step _' text was also made bigger as it is a heading- this is a lot more eye-catching.
I have also started to add the information into each page/step, some of the images are key coded and then linked back to the text. This is so that it is easy for the user to understand when I am analysing how the rules were applied to the design project (MDH Spices re-brand) on the text page.
Developing all 3 Flavours Designs
All 3 of the masala flavours that I am rebranding have been developed further using the new design layout that I have applied to the Garam Masala flavour, the Masala packaging designs will use the same layout and grids with different imagery and text according to the flavour and recipe of the masala. Below shows the new designs of the Garam Masala packaging.
The sides of the designs were also developed further today- the right side uses the MDH Spices logo, masala name and description and a small map illustration of where in Eastern Asia the masala comes from alongside an outline. The left side uses an extension of the background imagery on the front against an outline of the map illustration to create subtle contrast.
The butter chicken recipe that MDH Spices provide on their website was cut shorter as it didn't make sense before and was over explained, the recipe needs to be quick and easy for the consumer to understand, if it's too complicated it might put people off buying it (I know it certainly would for me) especially because the target audience for these masalas is people that want to learn how to cook new Eastern dishes easily using the masalas, meaning they don't have to cook the base flavouring from scratch.
Shortened, easier to understand recipe:
1. Cut 500g chicken pieces and marinate for half an hour. Meanwhile make paste; 100g onions and 120g tomatoes.
2. Ground 10 almonds and add into a ¼ cup of water.
3. Heat 50g oil and cook the chicken pieces and onions for 10 mins.
4. Add tomatoes, almonds paste and 15g of Butter Chicken masala.
5. Add water, cook for 15 mins
6. Serve with 1 tspn of cream poured on top.
The initial main colour that the Chana Masala packaging was going to use was green, however green didn't look successful at all, as much as it did link to the history of Chana Masala (see previous development blog posts) The main colour was then changed to blue: In Hinduism blue is strongly associated with Krishna, who embodies love and divine joy. Blue is also used in the centre circle of the Indian flag; the Dharma Chakra (the wheel of law) in the center. The wheel has 24 spokes, representing the 24 hours in a day.
I also changed the recipe for the Chana Masala as it was too long and confusing with grammatical errors.
Shortened Chana Masala recipe:
1. Soak 200g Chick Peas overnight in water
2. In a large pan heat 50g cooking oil. Fry 120g chopped red onions till golden brown.
3. Add two chopped tomatoes (120g) and stir.
4. Add 20g Chana Masala,
1 tspn. salt, and Chick Peas. 5. Stir for 5 minutes then add 800 ml fresh water
6. Bring to boil & cover. Simmer for 40 min on low heat.
The sides of the designs were also developed further today- the right side uses the MDH Spices logo, masala name and description and a small map illustration of where in Eastern Asia the masala comes from alongside an outline. The left side uses an extension of the background imagery on the front against an outline of the map illustration to create subtle contrast.
This design and layout has now been applied to the Butter Chicken and Chana Masala packaging.
Shortened, easier to understand recipe:
1. Cut 500g chicken pieces and marinate for half an hour. Meanwhile make paste; 100g onions and 120g tomatoes.
2. Ground 10 almonds and add into a ¼ cup of water.
3. Heat 50g oil and cook the chicken pieces and onions for 10 mins.
4. Add tomatoes, almonds paste and 15g of Butter Chicken masala.
5. Add water, cook for 15 mins
6. Serve with 1 tspn of cream poured on top.
The initial main colour that the Chana Masala packaging was going to use was green, however green didn't look successful at all, as much as it did link to the history of Chana Masala (see previous development blog posts) The main colour was then changed to blue: In Hinduism blue is strongly associated with Krishna, who embodies love and divine joy. Blue is also used in the centre circle of the Indian flag; the Dharma Chakra (the wheel of law) in the center. The wheel has 24 spokes, representing the 24 hours in a day.
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| Dharma Chakra |
I also changed the recipe for the Chana Masala as it was too long and confusing with grammatical errors.
Shortened Chana Masala recipe:
1. Soak 200g Chick Peas overnight in water
2. In a large pan heat 50g cooking oil. Fry 120g chopped red onions till golden brown.
3. Add two chopped tomatoes (120g) and stir.
4. Add 20g Chana Masala,
1 tspn. salt, and Chick Peas. 5. Stir for 5 minutes then add 800 ml fresh water
6. Bring to boil & cover. Simmer for 40 min on low heat.
Test Mockup 2
This afternoon I printed a test mockup of the new developed designs for the packaging using the first flavour design I developed which was the Garam Masala flavour. I felt that it was important to do a test mockup of the new design as it is near the end stages of development so I wanted to see how one looked before applying the new design to the other 2 flavours.
The test helped to me to see whether the text sizes still worked well and how the text looked against the larger and more bold imagery and colours. I found that the text sizes still worked really well and the white against black background designs made everything stand out more. I will now apply this new design and layout to the other 2 flavours.
The only changes that I'd say the designs needed were to make the opacity of the background image on the back a bit brighter as its quite hard to see- however, this may just be because the uni printers aren't always great quality, the actual designs that I print will be onto better and more durable paper stock in digital print so this may not be an issue, I'll have a chat with James in digital print about this before Mondays print slot.
The test helped to me to see whether the text sizes still worked well and how the text looked against the larger and more bold imagery and colours. I found that the text sizes still worked really well and the white against black background designs made everything stand out more. I will now apply this new design and layout to the other 2 flavours.
The only changes that I'd say the designs needed were to make the opacity of the background image on the back a bit brighter as its quite hard to see- however, this may just be because the uni printers aren't always great quality, the actual designs that I print will be onto better and more durable paper stock in digital print so this may not be an issue, I'll have a chat with James in digital print about this before Mondays print slot.
Wednesday, 27 November 2019
Packaging Designs Development
I have now started to develop the packaging designs further following the discussion that I had with Dom in my tutorial. I mentioned that I was a bit stuck on where to move forward with these designs- Dom gave a lot of useful feedback.
The feedback that I considered whilst developing the designs this afternoon was to experiment with the front imagery and title in bigger scale with the description at the back or sides, making the designs less condensed and more playful, coloured backgrounds as the black text on white looks a little starch and more overall scale and composition experimentation.
Initial further composition and colour experiments:
The feedback that I considered whilst developing the designs this afternoon was to experiment with the front imagery and title in bigger scale with the description at the back or sides, making the designs less condensed and more playful, coloured backgrounds as the black text on white looks a little starch and more overall scale and composition experimentation.
Initial further composition and colour experiments:
With the designs above, I found that the imagery and title looked a lot more successful and eye catching in a bigger scale to dominate the page, without the masala description. I also think the black background worked well in making the rest stand out more.
Below shows further developments of the front and back designs. The typeface for the title was changed from Ditot (Serif font) to Big John PRO which is used in the booklet- this helps to tie the booklet and MDH Spices packaging together. I also felt that a Sans Serif typeface worked better against the detailed imagery, previous group discussions mentioned that a Sans Serif typeface is more culturally appropriate as it's neutral and global, I went back to this piece of feedback.
The back uses a close up image of the collaged plants on the front in order to create texture whilst linking the front and back designs together. The back also uses a photograph of the masala in the same red shade to create consistency as well as showing the consumer what to expect.
I also felt that there needs to be additional information added to the back of the designs such as suitable for vegetarians icons, nutritional values, how many grams the masala is etc. Below shows the vegetarian icon that and nutritional facts label that I designed to be used on the back. The actual MDH Spices website doesn't provide the exact nutritional values so I had to make the numbers up.
The front displays the most important details; the name and main image created to communicate the masala ingredients. The description was moved to the right side which works a lot better in making the description stand out more alongside the logo- the logo didn't work well on the front or back so it definitely needed moving somewhere else, the side also uses the image of the map area that it comes from. Furthermore, the back uses all of the important information needed on all food packaging; the recipe, ingredients, nutritional values and barcode.
The over minimal, contemporary and bold aesthetic makes the designs stand out in supermarkets and shops, therefore raising sales. The black background against white text alongside one main colour used for additional imagery creates the bold aesthetic.
I showed my peers these new designs and they all mentioned that these designs work a lot better than the initial designs that I created, it was also mentioned that the modern, bold aesthetic is really interesting. Tomorrow I will continue to develop these further and then apply the layout to the other 2 flavours.
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