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Outcomes

After experimenting digitally with different colour variations and alterations to the shapes of the lettering and helix elements I think I achieved a good balance between composition, colour and form in my final designs. I managed to incorporate the logo in a way that was sensitive to the overall design. I maintained a sense of fluidity in the quality of line and this helped to convey a sense of a hand-rendered design although I had relied heavily on the use of digital manipulation and colour application. Research into Pantone colours for Spring/ Summer 2018 revealed Pantone 18-3838 Ultra Violet as the fashion colour for the season. Other predictions pointed towards trends for pastel shades and primary colours. However, my market research revealed that most women did not follow fashion trends. Therefore, my colour choices were informed by the fact the design would be printed on a black t-shirt and worn with jeans. Variations of blue would work with different shades of denim, but looked dark against the a black background. This lead me to add a white highlight around the lettering that helped to lift the letters from the background and gave a sense of dynamism. I thought the letters looked ‘striking’ with the highlighted element. As the complimentary colour of blue orange was an obvious choice for a t-shirt that would appeal to women. My market research indicated that most women liked ‘low-key’ designs however, I decided to listen to the client request for a ‘striking’ design because ultimately, the t-shirt needed to send a strong message. I found it difficult to make a decision on whether to present the blue or the orange version for the submission. I had in mind that I was also going to develop a unisex design, that would appeal to both a male and female audience, therefore I presented the orange version on the female model for this concept, as I think it is more of a ‘feminine’ colour. I think we are all programmed from birth to colour code gender especially with clothing, and while this is not a system I buy into, in wider, mainstream society the norm of ‘pink for a girl, blue for a boy’ is still very dominant.

Sarah Ee GDCP PM7000  
Sarah Ee GDCP PM7000  
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