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Published in 2008 by Copytech Group Services Limited 59-61 Old Kent Road, London SE1 4RF United Kingdom Tel: 020 7237 4545 Fax: 0207 7231 5200 Email: Designed by Olajide Kareem Photography by Olajide Kareem


Narrative And Image 32 Subvertising 38

Introduction 6 Summer Collection 7

Design A logo 44



I Make Beautiful Trash 50


Screen Narrative

Visual Anthropology 56

Shoebox Collection Curation 26

Typo Dialogue A 62 Typo Dialogue B 68

Design Detectives 74

Outcomes 104 Rationale 112

Info Design Techniques 80 PPD part2 86

Bibliography 114

Book Design 92 Design Ethics 98


Introduction Through this book, you will be taken through the workshops sessions experience I have had, showing you detailed and exact information. I have also reflected on my knowledge I have acquired or rather ways of which each session could be promising to me in the near future to come. Towards the end of the book, you would find featured pages on my three graphic outcomes that I had to design along side the book. Well.... I say no more as I believe the images/ text you are about to see has said it all.


First day back, we all gather around together and review all we have done. Some people approached things differently, whilst others were much more sinister.

Summer 7

We all shared our views on how we thought we could approached it, making it work better as some categories were not represent as strong as it should have.

Collections 8


Summer Collections




Summer Collections


Summer Collections




Summer Collections

Light source

Summer Collections


Typologies Tony Pritchard


This workshop introduced us to various ways we could explore and apply methods of classification pertaining to their attributes. We were shown examples of ways people had classified objects which can be viewed in image 1 to my left, and image 2 to my right. Image 1 displays various screw plugs showing the pins for the plugs/shape/uses. This can help an individual or in this case Electricians on selecting the right plug to use for several appliances. The information collated could be used in little manual booklets you find in newly bought gadgets showing it’s functions, e.t.c. To my right, image 2 showing classifications of screw heads according to their shapes and functions. This would be of great importance in terms of going to a DIY shop, and finding informations on screws selecting the specific type one might require to use judging from its attributes. Plugs Classification (image 1)


Power point presentation on classifications

Screw Classification (image 2)


Here, we have been supplied with Candy sweets in place of our collections, as most of us did not find it straight forward in making use of them. This set our minds to think into depth working in sub-groups as to how we could apply ways of classification to the sweets we were provided to work with. We have started out analyzing each candy sweets as to find their attributes. This would aid giving us various characteristics that could be looked at in terms of classifying. We made notes of our findings, i.e. attributes; Soft, hard, texture, colour, shape, size, density, e.t.c. Candy sweets used for class exercise

Discussion between groups

Discussion between groups



To my left, we can view a good example of shape classification which we have decided as a group to represent through drawing the shape outline of each sweet categorizing them from the softest to the hardest. Image 3 showing classification of the sweets density i.e. arranging each sweets from the most transparent to the less transparent. Image 4 showing the classification of the colour of the sweets, regrouping them into four groups which are; red, cream/yellow, brown/black and pink.

Shape Classification/Softness & Hardness

Density Classification (Image 3)

Colour Classification (Image 4)


The image to my right indicates all the information we had chosen to show from our classification results. We decided as a group, that we would show the texture of the sweets plotted against the time for consumption. The category for the texture was broken down into four; smooth, grainy, bumpy and rough. The time for consumption was broken down into; swallow, marshy(10), less chewy(15), more chewy(20) and most chewy(25 upward). From this, we could judge how long it would take an individual to chew depending on the texture/ hardness of the sweets. We also made another graph judging from the pleasure one would experience depending on the colour/shape of the sweet. Image 5 and 6 shows hearts classification that a student had created from previous years, arranging them through considering size, colour, e.t.c. Heart of typologies (image 5)

Graph showing the texture of the sweets plot against the amount of time of consumption

Heart of typologies (image 6)


Through this workshop, I have acquired knowledge on how to go about classifying objects, which could also seem promising in terms of applying to my designs for instance documentation of an appliance attributes in a book manual for identifying different components and their use. This is very vital as one needs to know their way/familiarise themselves with products purchased. It could also be good in terms of helping product designers re-create attributes of products to suit consumers needs better.



Screen Narrative Orlagh O’Brien


This workshop introduced to how the order/sequence of various words and images create a piece of communication. Taking us through power point presentations, we have been shown the power words used to change the interpretation of an image. Three ways of doing this are; Anchorage - the word changing how we see the image, Connotation - the word suggesting various possible meanings and lastly Denotation the word giving a definite agreed meaning. Example of Anchorage can be seen to my top right, showing a repetition of the same image but varying the words on each of them making us see each image differently. Image 1 shows examples of adverts in news papers portraying connotation as there is various possibilities as to what it might mean. To my left, image 2 shows us another advert portraying Denotation.

Denotation (Image 2)

Anchorage presentation pictures

Connotation (Image 1)


The next step was to make use of our picture collections we gathered over summer. Applying what we have learnt from the presentation, we moved on to laying out a selection of images highlighting random words from newspaper articles (linking to general human interest). We first looked at the possible connotations writing them on a list next to the images. In image 3, we had to display our results on the wall, adding more words that we felt places more meaning to the images. In image 4, we had to reflect on the results or outcomes that worked better than the other in terms of words that gave a definite meaning, varied meanings and changing the way we would view the meaning.

Image selection and words highlight in sub-groups

Crits (Image 4)

Working in sub-groups (image 3)


A good example of denotation derived in my group can be viewed on my left, as the word ‘idea/power’ indicates that the image was a creation subject of ones idea, where by power supply is needed to make it work/functional. Image 5 showing an example of connotation, indicating that the image of the beauty salon was unknown in a sense of not being popular or of an high status in the market amongst its competitors. From here, we have gained a grasp of the concept of word and image. In Image 6, we all had to make a selection of our favourite pairs in our sub-groups, including the ones that did not work fine for us, making a movie sequence with them.

Denotation example (Idea/Power)

Connotation example (image 5)

Image selection for sequence (image 6)


Movie sequence

Through a thorough group selection, we have come up with a sequence that has worked well for us, but note there isn’t a story behind this sequence. The sequence starts as follows; Vulnerable suggesting injury (anchorage), Activity indicating something about to or happening (connotation), Jam suggesting commotion/accident (connotation), Frustration suggesting anger (denotation), Christmas suggesting celebration (anchorage), British suggesting culture (denotation) and finally Cost suggesting waste (denotation). We have used the snap shots of each image to make a quick time movie. Movie sequence


Through this workshop, my eye for image narration has been broadened. It has helped me in applying several words to images, changing the meaning or the way the image is being viewed. This could be helpful in terms of applying the right words for designs on posters, leaflets, flyers, e.t.c. Or advertising in the media, attracting audiences to be enticed by your service changing the way the image of your company is seen.


Shoe Box Collection Curation

David Sims


Collections layout

This workshop involved us working with our shoe box collection documenting and organizing them making use of L. A. T. C. H. This five ways of organizing; Location, Alphabetic, Time, Category and Hierarchy would give us an insight as to how to go about representing our collection in each category. In some cases, the representation would not necessarily be in a data form it could be shown through pictorial drawings/ diagrams.

Collections layout

Collection layout

Shoebox Collection Curation


To my left, is a colleagues representation of his bus/train tickets he has been buying over a year ago, which he has outlined the shapes of the individual tickets inform of a grid portraying his time classification. At the same time, he has also shown his destination across his time travel history, forming a map for location. In image 1 to my top right, shows my other colleagues classifying their collections, as David goes around helping us with certain things to take into consideration. Taking a closer look at one of my colleagues other classification in image 2, he makes use of cameras, drawing outlines their outlines, filling the time of ownership in the middle of his outlines, and also making use of layout paper to make rubbings of each camera his hierarchy classification. Looking at each ways each of us as classified our collections, it sparked up ideas amongst another.

Classification in progress with David Image 1

Camera classification by time Image 2

Classification of time representing tickets used for travel


Shoebox Collection Curation

Classification by Category Image 3

Classification by Alphabets Image 4

For my classification , I have gathered some of my colleagues phones as my collection. I have outlined each mobile phone, identifying them before I started out my classifications on them. The phones were Motorola (VR Blade), 3LG (KF600), Sagem my411x, Sagem myx-7, Sony Ericson (K770i) and lastly Sony Ericson (K810i). Image 3 shows classification by category in terms of colour, sorting them in bright, neutral and dark colours. Image 4 showing classification by alphabet in terms of the make and model of the phones. To my right, I have drawn a map indicating the north, south, west and east poles, and an internet browsing sign for location classification. This is to obtain several informations on where my colleagues bought their phones. From the information I have, It shows that various people prefer to go to an area outside where they stay to buy a phone even if they have a phone shop situated next to them. Classification by location

Shoebox Collection Curation


In image 5, it shows classification by hierarchy in terms of the width and the height of the phones. From the phones I have made use of, it shows that the longer the height of the phone the shorter the width of the phone would be. This could also be due to the fact that people might find it easy to hold thin phones than thicker phones. Image 6 shows the time classification, in terms of when each individual contracts would last for, and how long they have been in possession of the phone. To my right, we can view another example of classification by hierarchy were by my colleague has arranged her collections of forks. She has arranged them from the smallest to the biggest bearing in mind to separate plastic from the metal and the wooden forks.

Classification by Hierarchy Image 5

Classification by Time Image 6

Fork Classification by Hierarchy


Shoebox Collection Curation

Similar to previous workshop (Typologies), this has helped in brighten my knowledge of classification narrowed down to Location, Alphabetic, Time, Category and Hierarchy. This has proven to have endless possibilities, as In this session, I have made use of phones as my classification, bringing to my realization that the longer the phones, the slimmer it becomes, as to enable a good grasp around it for consumers.

REFLECTION Shoebox Collection Curation


Narrative And Image Darren Raven


For this workshop, we had to make use of our image collection, creating several visual images with the aid of juxtapositions, humor, e.t.c. In image 1, we are lectured by Darren, explaining the power words in terms of changing the meaning or the way we view it. In a way this workshop is similar to Screen Narratives workshop I had

attended earlier with Orlagh. We were given hand outs from a ‘story archetypes from E.O.Wilson’s consillience (pages 248 - 9). Picking a phrase from the archetype, we were required to make representations making use of our image collections. In sub-groups, we layout our image collection and get cracking at the exercise, thinking collectively as to which pictures would portray the text. Haven gone through the selection, we would make a sequence out from our selection group wise. To my right, we can view some of our image collection layouts.

Darren Lecturing Image 1

Narrative And Image

Image/archetypes selection


Below in image 2, we can view my group working in progress, as we carefully select images that best represents our chosen phrase. To my left, is an example of my groups outcome on the representation of our chosen phrase making use of our images. Our chosen phrase states ‘The world ends in apocalypse, by flood, fire, alien conquerors, or avenging gods; it is restored by a band of heroic survivors’. The representation of the images proved promising, and was a success in terms of the interpreting the phrase (there is a sense to ‘Denotation’ refer to page 21)

Exercise outcome

Work in progress Image 2


Narrative And Image

To my right, we can see another example of my colleagues work who has chosen to work independently. The outcome was of good representation, which his phrase was ‘A source of great power is found in the tree of life, philosophers stone, sacred information, forbidden ritual, secret formula’. From here, we have

commented on other representation that required some improvement to portray the meaning of the chosen phrases, and some that were irrelevant to the phrases picked. This could come as an advantage in terms of seeing how well we could use images to tell a story without any text whatsoever.

Representation in progress

Narrative And Image

Example of colleagues representation carried out as an individual


Darren shed more light on how we could go about narrating images. He went through the hand out of Scott McCloud ways of word/picture combination, and the six ways of narratives transitions; MovementMovement, Action-Action, SubjectSubject, Scene-Scene, AspectAspect and a Non sequitur. From Hand out sheet on Scott McCloud

here , we have used the information from the handout to create our interpretation making use of our pictures. Some examples of word / picture combination. Image 3 - The store is now opened (Intersecting) Image 4 - To be continued (Parallel), Image 5 - This is a bad day to come to work (Duo Specific), Image 6 - Will code HTML for food (Montage). To my right, we would also view one of my representation , making use of tracing paper which I have inverted the transparency of the paper to black and white. The effect was promising.

Image 3

Image 4

Image 5

Image 6


Narrative And Image

Through this workshop, I have improved my use of pictures to create/narrate a story. Similar to previous workshop (Screen Narrative), I have acquired more advanced knowledge on ways to communicate with image to specified audiences coordinating them with text to create a meaning to the image.

REFLECTION Narrative And Image



David Sims


This workshop involved us manipulating adverts that already exists, adding false information to the text, taking away the originality of the advert. In short its ‘False Advertising’. David takes us through examples of other adverts he altered, changing the messages being portrayed. Examples can be viewed in image 1, which this perfume advert with the woman striking a pose, stating the text ‘Lovely on the it side’. After David had altered the text to ‘Lovely on the inside’. This has changed the message being portrayed, as it also means that if one makes use of the perfume, the smell/ feel good on the inside. Image 2/3

Image 1

Image 2

Image 3

shows an alteration in text of a Coca-Cola advert, originally stating ‘No added preservatives. No artificial flavours’. After altering, it stated ‘A 2 litre bottle of Coca-Cola contains 623 tea spoons of powder sugar’. In a way, this advert portrays a projected effect of consuming a bottle of coke.



From here, we have gone ahead to make our own spoofs of adverts either group wise or individually. We were to consider all aspects getting our examples from adverts around us like magazines, billboards, bus top stands, e.t.c.. Below this text in image 4, we can view a magazine

Image 5

Colleagues spoofing adverts

Image 4

extract I made use of, changing the original text to ‘Do I look like am on drugs? No guess again its just me for real’. The original in Image 5 stating ‘I do have the wildest dreams. But an Olympic champion? It was unreal’. I have decided to put the false text relating it to the drugs usage amongst athletes.



Here are series of other examples I re-created. Image 1 was a picture found over the net, without any text which I added ‘Go on sonny’ relating it to the pic. Image 2 was a poster of Theirry Henry showing his name on his jersey in the background. Due to his posture, I have typed the text

Image 6

Image 7

Image 8

Image 9

‘In your face momma’s boy’ running above his arm towards the direction he is pointing at. The third showing a boy going against a sumo wrestler, which I have added ‘Don’t underestimate me!’. The last showing Ronaldhinho with the false text ‘Even my mother was good at football’.



At the end of the workshop, we have all gathered around to show our outcomes. The first example in image 10, shows a picture of a lady with inflicted injuries and the logo of Stella Artois drink. Indicating how a person would end up if one consumes excessive amount of the drink. Image

Image 11

Showcasing our outcomes

Image 12

Image 10

11 displays an accident scene, which the logo of Specsavers has been inserted by the bottom of the image, indicating the driver should have considered getting a glass from a trustworthy eye spec company. Image 12 shows a Dr. Pepper logo inserted in an accident scene, similar to the previous.



This workshop has inspired me in a big way to think the other way round as to what an advert is trying to portray. This can be seen as a very vital skill, as it would help me in projecting ideas of how to make an advert interactive with the specified audience.

REFLECTION Subvertising


Design A Logo Orlagh O’Brien


Brainstorming where Identity appears

This workshop introduced us to the concept of creating a unique logo effortlessly. Orlagh involved the whole class to think of places that branding would appear, like; signage, packaging, uniforms, e.t.c.We were also shown what an heraldry, symbol, mark and logo type contributes to making up a logo.

Image 1

Design A Logo


The next step was to make abstract drawings representing a combination of words from a list of concepts provided; Unity& Convergence, Expansion & Growth, Transformation & Change, and Reliability & Strength. We have all had an overview on how most people approached their concepts. From here, we have extended our drawings making use of cut outs from black paper to make negative representation of our abstract drawings. In image 2, Orlagh talks to students not to restrict ourselves on certain representation we could achieve.

Making Negatives representations

Abstract drawings

Overview on abstracted drawings

Image 2


Design A Logo

From my left clockwise, we can see various example of the four concepts we have represented; Expansion & Growth, Reliability & Strength, Unity & Convergence, and Transformation & Change.

Making Negatives representations

Design A Logo

Abstract drawings

Abstract drawings

Image 2

Overview on abstracted drawings


The next step was to make logo type of our initials, creating a unique logo putting together all we have learnt through the workshop.

Logotype in progress

Logotype Outcomes


Design A Logo

This workshop is of utmost importance to me, as I intend to specialize in branding/re-branding. It has added to my knowledge on certain things to take into consideration when designing/redesigning a logo. It has also helped me in the way I create and how I could go about generating ideas taking away limitations in my designs.



I Make Beautiful Trash

Eren Butler


This workshop has educated we students as future economical graphic designers. It has contributed to our knowledge on how to make appropriate use of materials not ending up with a huge waste. In short, having control over the waste graphic designers produce. The graph to my left highlights graphic design contribution to climate

Plot graph by AlGore ‘An Inconvenient Truth’

change, and also showing the effects inflicted on the years ahead. As graphic designers, we should always consider all aspects of design. From planning correctly, to time spent, media used and using easily recycled products.

Quote from web site -

I Make Beautiful Trash


Image 1

Here in image 1, we can see an example of excessive printing, which can be spotted in locations like corner shops/book stores. The media mostly produces a lot of extra prints, which is mostly unnecessary at times. There

is a saying that ‘we rather produce more than enough than not produce enough’. This is a thing that is mostly common with designers/printers as they fail to think of the implication of certain things that could be reconsidered. Below in image 2 also shows a book that has been made out of plastic, which could be easily recycled in terms of washing the ink

off the book, which it doesn’t affect the paper used.

Image 2


I Make Beautiful Trash

The next step was to state positive and negatives facts about the LCC prospectus booklet. We had to consider all factors possible, using the presentation examples given as guideline to start of with the identifications. We looked at this as little sub-groups, as to see the similarities and dissimilarities students had observed.

LCC prospectus 08/09 analysed during session

Identifying the positive and negative factors in progress

I Make Beautiful Trash


Plot graph by Al Gore ‘An Inconvenient Truth’

Above, we give presentation in our sub-groups, stating what we had analysed about the LCC prospectus breaking them into Pros and Cons (see image 3). Some pros were; usage of separate books which helps narrow each book for

its specified course, two tone images used saving ink and de-embossing on front covers also help ion saving the usage of ink. Some cons were; reconsidered using a USB stick, rather than using separate books to save the usage of paper/ink, reconsidered having a few info and possibly put their web site to visit for more info.

Image 3


I Make Beautiful Trash

This workshop has increased my awareness design wise climate conscious of how I could utilize everything about design from time spent to design thought of, to resources used for design production. It has also helped in my choice of production, and still maintaining the portrayed quality.

REFLECTION I Make Beautiful Trash


Visual Anthropology Darren Raven


Brief summary

Darren went through the theme of the ‘Buy nothing day’ brief, which is a day where one challenges themselves to switch off from shopping and tune into life. Buy Nothing Day is the biggest 24hour moratorium against consumerism Brief summary

This workshop made us understand the power of observation with the aid of 3 visuals; Perceptual shift change of perspective/viewpoint, Decentring - concentrate on acts that are usually taken in, and Disruption - altering situations.

Visual Anthropology


Other class members observing

The next stage was to create a poster for the Buy nothing day brief. We have split the class into two, were by one half of the class would create the poster, and the other half observes paying attention to their actions (Decentring). As we commenced, the actions that was first noticed was the group leaning

Other class members producing posters


forward showing their interest/ motivation on the subject matter. They put their heads together brainstorming their initial ideas/ targets, before moving on to planning their outcome for the poster.

Visual Anthropology

Design in progress

same, they still went on with the groups chosen idea participating in the design process. Above this text, we can view students getting on together tuning themselves into creating the outcome from the idea they had chosen. Eliminating ideas

At this stage, most of the students designing lost interest relaxing to their - because they did not find themselves jelling with the idea the group has chosen to go with after eliminating other ideas that did not necessarily work for them. All the

Visual Anthropology


Overview on progress

Towards the end of the observation, there was a disruption as the fir alarm was triggered, causing us to lose about 20mins of the lesson. Never the less, the observation lasted for 15-20mins and the poster outcome could not be attained. From this exercise, we understood the 3 visual observations Darren



was trying to convey. It was further consolidated by examples of videos we have been shown towards the end of the lesson. For example slowing down a video of a man on fire to view how fire burns, e.t.c.

Visual Anthropology

This workshop has helped me in the way I should observe certain reactions of people. This can be useful in terms of observing users reaction to design viewed, and knowing how designs could communicate better to the specified audience.

REFLECTION Visual Anthropology


Typo Dialogue A Philippa Bramson


Extract of conversation to be used for design representation in the workshop

This workshop took us through the identification of two or more voices in a conversation extract. Translating the meaning typographically, making the text readable and attractive. To my right, Philippa describes how conversations

could be interpreted typographically. One should get an understanding of what the conversation entails before proceeding in the representations. Consolidating her explanations, she showed series of examples that one could use as a guideline to enhance our representations. We had to represent extracts from a word document on conversation provided.

Phillipa breaks typography down

Typo Dialogue A


We went off digesting the information/important statements in the extracts, coming up with a genuine representation of voices identified from the conversation. The outcomes were generally good, but most people missed the brief as they did not clearly represent the voices in the extract. Phillipa talks to us about ways we could have achieved a better representation. Some of

Some examples of peoples representation

the representation can be viewed above this text. The representation far left/ far right indicates clearly the voices in the text extract. The example in the middle, is more of a one voice representation.

Crits in progress


Typo Dialogue A

Example of my representation.

the top of the extract. Haven heard one or two comments about our work, we have all individually went on to make amendments to the representations in other to attain a better result.

Above, we can view a screen grab example of my representation, were I have represented my voices through colour variation/adjustment of leading indicating different voices. I have also played around with the use of space at

Working in progress

Typo Dialogue A


At the end of this session, we done another crit, giving people ,more understanding on the way we should represent our extracts. A very good example of a representation well made, can be viewed to my right. We can visually see and know there is a conversation going on from the way one of my colleague has played around with the layout of his extract. It gave it a good feel generally due to

Colleagues outcome based on class work after first crit.

his form of representation. Phillipa told us to now think about how we could add colour to it giving portraying the mood of the conservationists aiding a better assimilation for the viewers.

Second crits in progress


Typo Dialogue A

This workshop has helped me pay attention to my typography. It has helped me in interpreting extract typographically, identifying the voices involved in the conversation. This could be useful, on designing Magazines/random designs that has to be portrayed in an interesting way to gain viewers interest.

REFLECTION Typo Dialogue A


Typo Dialogue B Philippa Bramson


Attentive students

The second session of the workshop involved us to carry on producing representation on conversation extract, but using type as image to visually interpret/illustrate. We were shown more examples of how other typography

Typo Dialogue B

artist have played around with the use of colour and type to create an image. Phillipa advised us to be careful not to misinterpret the brief, as not to use images to create the illustration/interpretation. In other words, we should avoid using outlines of found images to go about the interpretation.


Phillipa breaks it down yet again

Serious student getting on with class work

We all went off to create individual interpretation of our extracts. Some students who attended the previous workshop simply carried on with the extract they had. Others who were new in the workshop made used of extracts from the conversation word document provided. After we all attained an interpretation, we gathered around for our first crit,

Crits in progress

which some of us were able to interpret the extracts at first attempt. There were some disagreements about how we had to go about the representation, as few students rather used outlines of found images to work with.


Typo Dialogue B

Second attempt

Here, we can view my two attempts of my interpretations. The first attempt, was intended to visually show the meaning of the phrase ‘I am finding it progressively difficult to do it, and I’m wondering why?’. From the onset, I was

Typo Dialogue B

going to have a double page spread, where by the other text would pour out from the gap in the middle of the spiral like form flowing to the next page carrying on with the other voices in the extract. As time went on, I drifted off to make the spirals into patterns, which was my second attempt. I have also added different colours to the patterns.


First attempt

Colleagues representation using Eiffel tower as guide

Here, I have changes the colour from the second attempt, which was more better in terms of the colour variation. The phrase of the extracts sorts of sinks into the curves blending into them creating flow, which my intentions were to have the other texts from the extract in the middle of curves (White space). To my left, you can see another example

Third attempt

of one of my colleagues outcome, which unfortunately failed to meet the brief, but in terms of representation/illustration was brilliant. He has used the image of Eiffel tower as a guide to create his outcome.


Typo Dialogue B

In as much as paying attention to my typography, it has also given me more confidence on application of colours to type Varying them to interpret and for easy identification of the voices in an extract/contexts.

REFLECTION Typo Dialogue B


Design Detectives Orlagh O’Brien


Tesco, Iceland and Boots stores auditing in progress

This workshop required us to go out to a shop on Walworth road and find a way to audit their selling tactics. As retail design is a fascinating area, that’s the key too branding, packaging and advertising. We set off as a group all the

Design Detectives

way down to Walworth road, on a bright sunny day. Passing through the Elephant & Castle shopping centre starting audits with Tesco, Boots and Iceland shop, comparing them to East street market. As we went along, we stopped to observe certain things about the retailing methods each adopts.


East street market auditing in progress

Plaque system used in Superstores

I have looked at the method of navigation in the superstores and market malls. In a Superstores, they equally treat designs/information in the same way they would treat their products in terms of presentation. They have big plaques to indicate which section customers would want to go and shop for a certain product, which is a good system sense portraying organisation. Unlike

Cardboard system used in market stalls

the market stalls, they tend to care less of the information they display for a product, probably because its to expensive to afford, or the see no need for it. At the end of the day, its all about the product.


Design Detectives

Comparison between how pricing/information are mounted

Through this images, starting from the left, we can see the comparison between a superstore and a market stall in terms of how they attach prices/ information to product shelves. In the market stall, they tend to use massive

Design Detectives

iron clips to hold up pricing/ informations which tends to damage the signage informations. Whilst in superstore, using Tesco as an example, they use see through clear slots inserting specific informations where needed. This also helps in terms of having the barcode of the product in the slot, for the workers to know stock amount in store.


Workers reading barcode to know information on certain products.

Poster/Design display

In this section, we can see the variation on the way the quality of superstores/market stalls are being portrayed. In superstores, they take advertising/poster display up a notch, showing or giving them that edge over market stalls. In some cases, it could be the other way round, as in the market, you mostly find hair salons/meat stores which also ,make part of the market in a way. They

Markets Design/poster display

are probably the only shop you would find that design/shop fronts/adverts are being well thought of, probably to do with their interest in customer presentation or it’s affordable to them.


Design Detectives

This workshop has opened my mind to advertising in the market world, identifying ways that adverts are being executed, and from analysing how I could improve it further. It gives endless possibilities as it helps generate a new way of advertising as ideas would always emerge from the audits carried out

REFLECTION Design Detectives


Info Design Techniques

Orlagh O’Brien


Orlagh taking us through presentation on informations represented

In this workshop, we have looked closely at how data could be expressed in a creative spatial way. Although we were few in numbers, attendance wise, Orlagh changes the brief for the session slightly. We were shown several

Info Design Techniques

examples of series of representation. The representation to my right shows an example of how an individual has made use of a string, interlinking people together based on who they would invite to a birthday party. The more strings you end up shows who your closest friends are or who you would hang out with mostly.


Examples of representation from centre

Materials used for activity to be observed

Colleague using stop watch for timing

The next stage involved us getting series of information on how fast an individual could sip water through a straw from a cup of water, another measuring the width and of our individual bites on an apple the last measuring the diameter of a balloon taking into considerations blowing a limitation of 5 breathes. Through this exercise, we were required to use

the information collated from each activity we have carried out. We were to think of ways of representations using the examples provided as a guideline to help attain the best if not effective representation.


Info Design Techniques

Orlagh filling contestants cup with water to the same level before competition commenced

At this stage in time, we had the contestant fill their cup to the brim, making sure they had the same amount to drink, making use of a straw to drink. We have timed the competition to know how long they each took, which the

Info Design Techniques

timing were; 2min 38secs for the contestant on the right hand side, as the contestant on the left seconded in position with a record of 3mins 15secs. They each had a go at it again, but the contestant on the right lost to the one of the left as she faced difficulties downing the second cup of water. From the info, we could see that possibilities would always vary.


Winner of competition ‘Yessica’

Apple bites at a glance

Orlagh overwhelmed by the fact that she had the biggest bite on the apple.

At the end of this competition on the bites measured on the apple bites, Orlagh our tutor won the title. Having the biggest bites of a total of 9cm, whereby 5cm for the width, and 4cm for the height. Yessica came second in position with a total of 8.5cm, as 4cm was for the width and the height being 4.5cm. Unfortunately, I came third,

as Jenny came 4 and Nav being the fourth. This proved reasonable as we went headed to make representations of our info, probably as bar charts, pie charts, diagrams, pictures e.t.c.


Info Design Techniques

This has contributed to my knowledge of representation, making me explore ways of gathering information for an effortless representation. It has also been a very interesting/interactive session, which could be useful on gathering vivid informations similar and better than survey analyses.

REFLECTION Info Design Techniques


PPD Part 2

Caroline Clark


Brief summary on printing

Through this workshop, Caroline Clark from Lovely as a Tree and Three Trees Don’t Make a Forest lead the 2nd part extending from the first part workshop, exploring sustainable practice for graphic designers. Caroline, has encouraged

Planning print in progress

us to think critically about how we intend to make use of materials (i.e. Paper/ media) for printing. She has taken us through the process of how she operates in the design firm she works for, showing the way to plan a print practically.

PPD Part2


Caroline breaks it down

planing. She gets a big size format paper (B2) drawing up the outline of the book on the print area. As we got more prints out from laying the book landscape, we wasted a lot less than having to print it portrait. We must create a layout format for a document to fit reasonably.

Other class members observing Caroline planning

She has first taken us through the first stage of getting the measurement of the book, and laying out a dummy book to see if it would be best to print the book landscape or portrait. Measurements are critical, which plays a big part in the


PPD Part2

Colleagues having a crack at it

From the understanding we had from Caroline’s explanation, we have planned our prints to be printed, using supplied books as a dummy format. Above, some colleagues plan out a concertina book laying out landscape as they realized they would

Colleagues planing in progress

not get a full concertina from laying it out portrait, and in the process wasting lesser.

PPD Part2


Outcome from my group

We have figured out that the book would fit better in a portrait format, as we get more prints and indirectly saving less. We have also considered giving a 30mm bleed in between each prints, for an easier cut when printing is done.

One of my group member drawing up the outline

Above, we can view a member from my group drawing up the outline for the layout of the book we have used which was an A5 format on a single spread, and on opening becomes an A4 width wise, and remains an A5 length wise.


PPD Part2

This has helped in planning on ways that we could achieve the best out of print nesting, and also to produce a lot lesser waste. This workshop also links back to previous workshop (I make beautiful trash). It would help in making good use of materials in terms of ways we could save paper/media.



Book Design

Ben Richards


Through this workshop, we had to concentrate on the identification of the range of important book design basic principles and practical ideas to aid us in the design of a fantastic book. Ben takes us through the certain book structures that we had to get familiar with in other to create

Front covers

Book Design

Ben show cases book design as a whole

a simply sophisticated book portraying quality and not quantity. Above, ben reveals to us all about the book components, from front covers, to colophons, to half titles, Imprints, e.t.c. Some examples can be viewed to my left.



of 8, with each sections is sewn by chapter. The book block is about 15mm thick. Whilst structure, they have used heavy coated paper/matt glossy (stock), which they have not used any coloured edge/gilt. The head band is a black colour which gels with the cover.

Book observation in progress

The next stage, we were required to look at the physical and structural side of the book to familiarise us with the terms. Looking at the book below in image1, judging the physicality, the hard back cover gives it a solidarity portraying a strong quality. The perfect binding has also been done in sections

Image 1


Book Design

From my right clockwise, my fellow colleagues identify their observations on the specific book they have looked at in their sub-groups. Generally we have ended up with the same things from our feedback which was good, as it shows that everyone has got a good grasp of what Ben was

Image 2

Book Design

Other group present their identification

trying to explain to us about the importance of book design.

Image 3


another example encountered by one of my colleagues, which the book had an iron (aluminium) cover, with a mesh in the middle of the book, almost making seem like a book with some high profiled information stored inside, having a prison like kind of feel.

Other interesting styles found from book observation

Above, we can view one of the book my colleague has encountered, which had a wow factor about it having a hole in the middle of the book. Giving the impression that one could put a cup in the middle or doughnut whilst reading through. Making it conducive to read as you eat at the same time. Below is

Mesh aluminium cover


Book Design

This workshop has shed more lights on ways we could go about achieving an extraordinary book. It has also proved promising, in terms of how we could make our book to be designed now and in the near future communicate well, and the use of a good grid structure. It has also made me more familiar with book terminologies e.g... folios, colophon, half title, e.t.c.



Designer Ethics Ian Storey


Dean’s brief

In this workshop, Ian takes us through exploring the medium of design for advertising, how as designers we have to set of powerful communication tools as our disposal. We were to ask ourselves 3 questions; As a designer, do you care? Should you care? How do you deal with a client or a project whose ideas

Designer Ethics

and messages are at odds with your own values? This workshop was more concerned with teaming up as a group of designers planning a campaign, but bearing in mind to omit how we wanted the final outcome to look like. In other words, making a campaign on how we plan to go about portraying the messages. From the definition of design ethics given to us by the dean himself, Ethics is the rational study of moral dilemma. We were to set up a plan for a campaign for and against the motion of if class A drugs should be legalized to the societies. Other groups had varied topics they had to deal with, which the main focus wasn’t the actual topic, but the considerations we make in portrayed the information and how we go about it.


Group campaign on legalizing class A drugs

We have first started out by first breaking down the issue of the campaign we were to plan, looking at the drugs classified as Class A drugs first. Examples of class A drugs were ecstasy, LSD, heroin, cocaine, crack, magic mushrooms, amphetamines (if prepared for injection). From here, we have brainstormed who the targeted audiences were; Youths, Young adults, Wealthy people and any other person interested or paired pressure into consuming them. We then went on to drawing up a table writing the proposed headlines needed to communicate to the audience on both ‘for’ and ‘against’.


Designer Ethics

Group campaign on legalizing class A drugs

Carrying on with the campaign, we came up with ideas on ‘for’; See the better side of life, Experience hyper reality, e.t.c. On ‘against’; Do you think its worth it, You could do a lot better without it, e.t.c. We could use imageries on ‘for’; people looking happier/people blending in with a group of another easily upon using them moderately. On ‘against’; Split life of how they would have been without it, and another beside showing how they would do lose upon intake of drugs. We would be using billboard adverts/Internet/flyers/mail, e.t.c. In other to get the best impact, possibly encounter with the victims of drug addicts.

Designer Ethics


Reflection on how we felt about the campaigning

At the end of the session, we have come to reflect on the whole process of going about the campaign. Asking ourselves how it felt working together as a team, and not thinking about the actual media/ink/graphic elements to produce an outcome for the campaign? Generally, everyone conveyed similar explanations on how it was a good way to answer the brief, on which there were stages people in the group probably had different views on a certain statement, but we still cooperated together to answer the brief. At the end we finally road on the same boat sharing our ideas together on how it could relate.


Designer Ethics

This workshop was very productive in terms of how designers should interact, breaking down information on what needs to be dealt with. It has increased our group communication generally, and making we students think in terms of how we should always spend time on development, instead of skipping to the final stage of designing.

REFLECTION Designer Ethics


Outcomes 104

Logo Type & application

Edition Of Prints

Posters Outcomes


This was my first outcome, as my choice/interest in logo design was further consolidated through the workshop session with Orlagh on design a logo. I have looked at a book on identity to gather more understanding of how to portray my logo in a striking way, thinking in particular of the audience involved. For I have the intention of running my business, the logo for consume has worked well for me. I have thought through the name to give my company for applying it on two applications which would be a business card and a letter headed paper. Through the images, you would see how I have worked my way up to the final stage.


Logo Type and Application

Logo Type and Application


My second outcome was edition of prints, based on a series of workshop sessions I have attended and gained interest enormously. I have taken several snap shots around west end/westminister , which I have added meaning to them, with my logo type on the prints. The workshops that sparked up this ideas were Narrative and Image, Screen Narratives and Subvertising.


Edition Of Prints

Edition Of Prints


My last outcome being a poster, which I have based it on the meaning of consume generally. This was also an influence of the workshop that also sparked of the editions of prints, but instead I have made use of just a word to add meaning to the image of which I have taken my self. The first being an image of my friend who has taken a photo shoot that integrated with the project. The second being images from the game night at LCC, and the third was an image of road workers, which I stumbled across on my way to UNI.





Through the production of this book, I have taken on important/ reasonable facts from workshops I have had on sustainable practices for graphic designers. I have acquired a good understanding of thinking in terms of the production of graphic outcomes that has a lesser risk or not contribution to the upheaval of climate change. I have played around with white space, as to make recycling easier and indirectly making the book environmental friendlier. From my research, I have found out that coloured paper, specialist paper and dirty paper can not be recycled as the fibres in the paper when torn are not white. I have made use of a four grid column system, and a ‘z’ like pattern varying the pattern positions on each page through the book as to avoid too much colour across the page which would make recycling not achievable. I have also looked at several books on grid system/layout to guide me in the production of this book. I have chosen the book to be design as a landscape format as I believe it would not limit me space wise, which I believe portrait small books limits me in a way. This book is more feels more like a magazine than a book itself, as I have also looked at series of magazines for inspiration on how to go about with the layouts e.g. Cool Brand magazine, Sports, Movello, I.D magazine. Also looking through small sized format books like loop. Through designing this book, I have also paid attention to my letter spacing, as Ben/Philippa (lecturers) has advised me on things to avoid in typography such as lakes, rivers, tight kerning, tight leading, e.t.c. My general knowledge on InDesign, Photoshop and Illustrator has also improved in the process of producing this book from attending workshops. From my knowledge on the PPD part2 with Caroline, I have laid out the pages of my book on an A4, splitting it to A5 landscape as I would end up with lesser waste of paper and cheaper expense. I have planned the book from the on start of the design to be on an A4 double sided, slitting them down to each individual page after printing. Although the book was time consuming, I have enjoyed every moment of producing it.

Rationale 112



Books Essentials of visual communication by Bo Bergstom

Layout Index by Jim Krause Letter head and logo - creating a corporate image Magazines Cool Brands magazines Loop Sports Shortlist Web recyclingfacilities/recyclinggeneralinformation.htm

Bibliography 114


Consume Research Book  
Consume Research Book  

A book based on good ethos carefully put together using less white space adopting a simple layout.