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GDA Process PDF- Ines Stuart-Davidson

Content Graphic Design Applications: 1 Week Brief


Mapping Project Research Analysis Experimentation Subject Knowledge Technical Competence Communication and Presentation Final Presentation

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Hato Press Research Analysis Experimentation Subject Knowledge Technical Competence Communication and Presentation Final Presentation

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This PDF collects the work of two projects completed and a 1 Week Brief during the Spring Term of my second year. Although it was initially unintentional, I found myself working with imagery and producing outcomes that are very photographic. However, this is definately a positive thing; these projects have allowed me to establish exactly where my interests lie. 2

Graphic Design Applications: 1 Week Brief

The first day back in Term 2 we worked from a series of randomly selected questions, and each group were asked to conduct extensive research into the field of graphic design to gather a range of reference material that we would present to ‘teach’ another group about one aspect of graphic design practice. The question that my group decided to research about was ‘How do people know about Graphic Design? And what are the channels?’. We broke the question down and looked into how people would gain knowledge of design. 3

Graphic Design Applications: 1 Week Brief

On the day of exhibit, we presented our findings on an allocated desk-space within the DGC studios. This selection of curated material was the only material that we could use to identify, explain and share our findings. All the groups were asked to open up a discussion regarding each groups findings by peer assessing the presentations laid out on the table. Only after the criticism and advice on paper could we verbally explain our findings to other groups and some lecturers. A week was quite a short amount of time to organise our time effectively so we delegated responsibilities around the group to make sure nothing was covered twice and discussed what we would say with another. Although the presentation went smoothly, it was clear that curation and organisation was crucial as we were given peer feedback on first impressions and not being to talk people through our findings at the same time. As a group we presented our research visually as our question allowed us to, as using material that each of us collected let us be interactive, yet given more time with the group would have produced a different end result. The advice given to us after the presentation helped me move forward for the next brief.



Research- Intro Sessions to the Mapping Project

Art Direction

Image Making




Service Design 6

Research- Briefing and Visualising Techniques

The GDA Mapping Project Briefing sheet was to help us find a question in our chosen area that we could begin identifying. The Visualisation sheet helped me to narrow down my interests within Publication and Image-Making as I would need to answer a question visually, combining the two areas. 7

Research- Visualisation Session

In the visualisation session I was grouped into a pair to create visual experiments with the research materials that I was collecting together that related to my area. Our research was about visual metaphors, choosing and picking visual images to represent blank space, to represent that written ideas and collected text needs graphic visuals and imagery to support a publication. When looking through the spreads with no imagery, it shows no visual meaning and too much text. We saved the images that were cut out from the spreads to show the contrast. After this exercise I wanted to know: ‘How important is imagery in books, magazines and newspapers?’ 8

Research- Basic Principles of Layout and The Picture

I decided to research into the basics and highlight what stood out to me. The sense of visuality allows people to be in contact with their environment and imagery is less missunderstood than the written word. The outcome for the GDA Mapping Project should focus on the selecting of a question and it should be determined by my research. 9

Research- Data Flow

Buying Data Flow 1 and 2 was incredibly helpful, due to the content visualising in Graphic Design and sharing meaning with other people, enabling collective and collaborative thought. This book shows the examples of design that has become the language we resort to in this abstract and complex world. The visual form the examples adopt becomes driven by the tool or the topic that the designer is presenting.


Research- Data Flow 2

A lot of examples of current design that I have chosen to support my research are very photographic based and strong in imagery. By placing myself at the center of my research, it shows how imagery has influenced my personal choices in terms of importance. Arranging the sequence as the circle human dimensions , I want to place the observer in the midst of imagery so the information becomes a metaphor for the finding that our environment influences who we are. Place us in another sphere of influence and we will make different choices. 11

Analysis- My Collection of Newspapers

By placing my interests at the center of my research and using materials that I have collected over time, I was able to move forward and analyse the content that I would be using for visualising my findings. The imagery used in the variety of newspapers are a universal language that are documenting and reporting truth and can back up statements that people may doubt as people trust their eyes more than any other senses. The imagery used can make vast audiences raise sympathy, realise threats and many times reflect on the past. The saying ‘A Picture Is Worth A Thousand Words’ reports a complex idea in a single still image and makes good use of showing what’s happening around the world. The importance of imagery and the information that they convey makes a point more powerfully.


Analysis- My Collection of Newspapers

Some newspapers dramatise events with their choice of imagery and use many close ups of people for shame, ‘he said, she said’ attitudes and ideologies that attract the readers attention. This imagery is evasive and of something, someone or a place, which eases our understanding of the subject in question.


Analysis- My Collection of Magazines

Imagery is now devoured in creating common visual culture, which shows documentation and inspirational reading. whether it be by impact or enabling us to see what’s new. Everything is carefully visualised within arrangement to enhance the readers attention with interactive data. Unlike newspapers, magazines use more themes to mobilize thought, identify characteristics using visual practice and discussion.


Analysis- My Collection of Magazines

Photography has become an insperable part of our lives and imagery can identify the detached analysis of the effort, thought, feeling and empathy each in its own way and succeeds in conveying to the observer the suffering of others and wonder if photography itself could make the world more informed. Magazines have more features and greater variety of concerns, consciously and unconsciously. I chose to look into a lot of content by a magazine called Eureka, which is a monthly science magazine free with The Times and has placed a key role in covering science for a better understanding of our planet, which demands engaging and inspirational reading, layouts, imagery and data. I was never particularly good at science, but this magazine engages me with understandable reading, layouts, imagery and data collected in interesting ways. The imagery used makes the information about the world come alive with technology.


Analysis- My Collection of Magazines


Analysis- My Collection of Books

I was more limited with my research with books, as I found imagery more common in those where the public was informed about a persons life or work and through imagination and inspiration, including childrens books.


Analysis- My Collection of Books

There is evidence of interest in imagery back to 11,000 BC of cave painting so people have always been sensitive to visual stimuli. A child is sensitive to images before it can speak and imagery is more concrete and tells a story or provides truth.



All my research was very visual and imagery and sight went hand in hand,. I had previously looked at many datapheres in the Data Flow books and thought this would best display my research and content. The two ideas that best stood out to me would be very visual using the content I had collected. It would be interesting to use content that could also be perceived as data when you stand back. This is when it came to me that I would be producing this work in a huge format. This would allow me to show the imagery clearly when up close.


Subject Knowledge

As my data would be presented in a circle, I started to look at how different aspects of the images would connect together. Doing this was interesting as a thought process, as everything was just as important as the next. I would then have to link all the layers together under four bold aspects of imagery; Documentation, Interest, Inspiration and Subject Matter.


Technical Competence

The software that I used to visualise my data was Photoshop. I first set my file at 2A0, which was larger than I ended up with. I had to compromise the size to A0 (I also researched that it would not be possible to print at that size) as I had so many folders and images that would be used as content. The first image was a quick snapshot at the time while I was experimenting with the grid. As I could only rotate the file 90’ each time I found I was turning my head upside down a lot. The file was taking up all my diskspace and was impossible to run, many times shutting down on me. It was an interesting project to work on, at times an annoyance due to implications, but generally fun and interesting. One of the downsides to the size was that I had to keep merging my files to keep the number of folders down, 21

Communication and Presentation

The design was just a poster as I had run out of time to find an interesting way of folding the work. When the poster hung on the wall, it was still big enough to show the images and the data they represented. I wanted to take the work one step further in design and presentation, finding an interesting folding and using a design that will allow the piece of work to rotate. I like this outcome, and as an image it’s very complex with all the content representing research I had collected to even make this possible. I feel I represented my research and displayed all my findings well together.


Communication and Presentation

On the day of presenting the work in the studios, three of us in a group peer assessed each others work, being able to explain the research, thought process and what the work represents to each other. I received more good feedback then bad, as I given the opportunity to share what I would do differently. At the same time, a lecturer was going round assessing everyones work. This form of feedback was similar to the 1 Week Brief, except that we weren’t able to explain our ideas, actions and improvements to the lecturers. I got the feedback I had expected about presentation and improvements about clarity, which would improve once I re-worked the design.


Presentation re-work

Here is the re-worked piece that I folded down into a section. I challenged the format of the poster by making the reading multudirectional and challenged the caption to stand on its own with text as the pupil.


Final Presentation

This is my final Mapping outcome folded and to scale, I am pleased I got all the information in the format of my idea as its better suited than a poster. By placing myself at the center of my research, it shows how imagery has influenced my personal choices in terms of importance. Arranging the sequence as the circle human dimensions , I wanted to place the observer in the midst of imagery so the information becomes a metaphor for the finding that our environment influences who we are. Place us in another sphere of influence and we will make different choices. The tiers of information show the level of importance or other perspectives and all research and layout is very carefully thought about. This project provided me with new experiences and knowledge of imagery, which I am keen to develop and involve in future projects. 25

Hato Press

Research- Creative Influences- My Room

A persons bedroom best represents what they are interested in and what influences them. People leave traces of themselves in their environments, both physical and virtual. Based on a person’s surroundings, we form impressions about that person.


Research- Creative Influences- Magazines

This magazine was the first that I bought, from then on I bought every single i-D copy along with many other magazines as I was drawn to the innovative photography and new talent.


Research- Creative Influences- Films

I like Tim Burtons dark, quirky-themed movies, his imagination and way of thinking. Tim Burton said the original poem for The Nightmare Before Christmas was inspired after seeing Halloween merchandise display in a store being taken down and replaced by a Christmas display. The j uxtaposition of ghouls and goblins with Santa and his reindeer sparked his imagination.


Research- Creative Influences- Reading

The Book Thief is narrated in an all-knowing matter-of-fact voice of Death, witnessing the story of the citizens. It’s a tale of the cruel twists of fate and coincidences on which all our lives hinge and an amazing look at the power of words.


Research- Creative Influences- Books

I have many books that inspire me, out of all of them the National Geographic Greatest Photographs is my favourite. The world has been influenced with imagery and is devoured in creating common visual culture and is an inseperable part of our lives. Imagery can capture effort, thought, feeling and empathy each in its own way.


Research- Hato Press and getting started Hato Press are a speciality printing and publishing house based in London, who specialise in both screen-printing and Risograph printing processes. The Risograph prints with soy based inks resulting in cost effective prints with unique qualities.

I used my personal library as my starting point to design a publication. Ken and Sophie split us into groups based on our interests and would create content that would become the material to produce, design and publish our publication, leaving a legacy of knowledge. The structure of the project would be broken into four stages of Editor, Designer, Finisher and Publisher. 32

Research- John Berger: Ways of Seeing

Ways of Seeing is a 1972 BBC four-part television series of 30-minute films created chiefly by writer John Berger criticizing traditional Western cultural aesthetics by raising questions about hidden ideologies in visual images. ‘An image is a sight which has been recreated or reproduced . . . which has been detached from the place and time in which it first made its appearance . . .’ (p. 9). This detachment can be great or small, but all images, including photographs, involve a way of seeing by the person who has created the image. Further, when we look at someone else’s image, our understanding of it depends on our way of seeing. 33

Research- Dice Man

The book was first published in 1971 by George under the pen name Luke Rhinehart and tells the story of a psychiatrist who begins making life changing decisions based on the roll of a dice. The book was based on Cockcroft’s own experiences of using a dice to make decisions whilst studying psychology. The novel was noted for its subversive, anti- psychiatry sentiments and was consequently banned in several countries. Then two guys made a travel show based on the roll of a dice. I liked the idea of pure chance- you won’t know your content from the start and I also liked how John Berger showed how images can be perceived.


Analysis- Ideas Based on our research, we agreed to come up with rules for documentation and use 20 between the three of us, I bought two disposable cameras to have the same effect and have the element of surprise until developed,therefor we couldn’t see any results and it would be random as we wouldn’t be able to have control over or delete any. We used the rules over two days, Saturday and Sunday, then got them developed on Monday during the day ready for Tuesday. Then between the two days we had a contrast of people, contrast of the days and where each of us had been throughout the weekend.


Analysis- Development of content 1) “You’ll always remain the same” 2) “I wonder what my shopping says about me as a person” 3) “This house here is the one with the alien smoking a joint at the window” 4) “I don’t think we’re the norm of people though” 5) “A pony is not a form of transportation” 6) “Bikes were not invented for my body shape” 7) “I don’t even know how to do buses. I am ok with trains though” 8) “I’m so glad you have no memory of me” 9) ” I’m gonna punch her in the face and break her nose” 10)“It’s ok to put lemon juice on salmon” 11) “I always end up in the seat where you can’t see your reflection. I get paranoid about my hair’ 12) “That was before I could drive, so I didn’t really understand roads” 13) “My spell checker is rubbish. I was trying to order a bag of Wotsits and ended up with a Wetsuit” 14) “This is Suzanne. It’s her birthday today” 15) “ But then again, I don’t tend to drink my beer in the toilets” 16) “What kind of monster tries to steal from Marks and Spencer?” 17) “ You probably shouldn’t take more than five aspirin at a time” 18) “ I don’t know everything. I’m not Gandhi” 19) “I swear I’ve seen more people drinking on the tube since the ban started” 20) “Could you please stop singing?”

I experimented with always overhearing 20 random things that people say, whether on the phone to someone on the bus or a mother saying something to a child, I documented each saying and randomly selected a narrative to each photograph. I found that this got all too complicating and I wanted to simplify the narrative, so I started experimenting with folding the photographs.


Analysis- Development of content- Editing Content


Experimentation I laid out all the images infront of me and thought about how these images best represented a theme. I found all the images very evasive as people weren’t aware of the rules of documenting or that they were even being photographed in the first place. These words stood out to me the most, being all quite evasive and excessive, I wanted to represent the shape in the medium recording, a mechanical eye and the lens. The images show the situation in which we are living, in our environment or a little bubble not noticing what’s happening in the background.



All the formats then fold into sections together as a collection, which then prompted me to try and take away the bold words that this work portrays. At this point I start working on my own and not in a group.. I was continuously turning up with work and my group didn’t seem engaged enough.


Subject Knowledge

I used the same photographs within the same reason, except I changed the narrative to ‘Ownership’. These are the images that I chose, and printed double sided in A3. I would then fold the images in a way that I can section bind them into a book. Front










I have edited the images so that the people are focused in quite a lot to make the graininess for the photography more evident.


Technical Competence I have 8 page folded my photographs in different ways to have as different sections for my book. Ready for the sections to be cut into and put in some binding holes.


Technical Competence

I have opened some sections in the book and left some closed to portray that these subjects are not always obvious 42

Technical Competence- Starting the binding process

First off I measured all sections so that I would get the same width of holes and punched in 8 holes to be able to bind the sections together to make the book.


Technical Competence- Experimentation with binding This was the section sew method that I used to bind all the sections together, which softens the look and feel, I want to use a binding process that was a bit more bold and evasive.


Techincal Competence- Experimentation with binding

The purple ribbon didn’t portray my book as well as a metal ringbinder, which allows my book to open up easier and for the photographs to be easier viewable. I would like to go and search for another binding that will be perfect for the book.


Communication and Presentation- Layout of the Book


Communication and Presentation- Layout of the Book

I am fairly pleased with the final outcome- and I am planning to find a cost effective way to produce some more. The paper that the printing facilities at the uni provide are not the best for folding as the ink gradually comes off with wear and tear, at the same time suits the project rather well as it becomes quite grainy and adds with the subject matter, I have successfully shown in a book that appearances can travel across the world, a photo of anyone can be anywhere and the world is unknown. The rawness of the photographs shows the realism of a city and I’ve involved people in my project without them even knowing. Here is proof that the camera can reproduce something making it available in any size. By taking pictures of people not related to me, it put an emphasis on the loss of privacy in today’s world as well as the importance of capturing a moment in time. It played upon the notion that by producing these images, it both took their right of privacy away as well as taking advantage of capturing a short moment. I would like to make some improvements to the project by continuing with the collection of images of people on a daily basis and anonymously tieing it to my blog, I want to find a better paper stock and find better bindings, all easy for me enough to be able to expand this project from home and do it cost effectively. 47

Communication and Presentation- Feedback I didn’t really enjoy this project as much as Mapping, as I felt I wasn’t really free to make quick decisions and felt I was having to chase my group around and do a lot of the work by myself. I was looking forward to group work. and being able to share different ideas. It was not my intention to frustrate the tutors and valued their opinions, always using it constructively. When presenting my work on my own at the end, I mentioned all the things I wanted to re-work, and gained feedback that would produce a different end result. I was advised I should enlarge the posters to A0 Black and White, folded down and bound a different way for the Exhibition. I would be producing 10 of these to be left in public places. Previously being on Thursday, the exhibition was changed to Friday and due to work commitments I couldn’t attend. I researched into A0 Black and White photocopying, that Service Point could provide at a total cost of £110 pounds and thought that was far too costly for something I would be leaving in public places for free. I wanted to produce this project cost-effectively if I were to carry on photographing short moments. I came across some recycled paper and liked the idea of giving something back when leaving these projects behind. I also found coloured textured recycled paper, and printed for two days. I mixed up the colours and what order everything was being printed in to get a random result each time, printing them double sided. This way, like the camera, I couldn’t see the final result or photograph until printed.


Communication and Presentation- Re-worked

Using the coloured textured paper made the project a bit more bold and still using a French fold, it is still possible to perforate pages as they are double sided. As the order and the images have all happened that way randomly from my printer, each booklet will be different. Using this format allows you to unscrew the bold binds and view them as a whole. Folding the images in half makes the book a bit more mysterious. I purchased a Dymo for the titles, using a different header each time. It makes each book a one off, with the reverse having my blog title and URL as I have connected these images onto a visual webpage, where I will continuously upload future images. So far I have made three books and more in printing. I really like the texturized paper as it fits with the feel of each outcome as all the disposable camera images are very grainy. Click on to be directed to the visual content of this project. 49

Resources Mapping




-Complete Introduction to Fundamentals of Layout, F.H.Wills -Data Flow and Data Flow 2, Gestalten -The Polaroid Book, Taschen -Simons Cat, Simon Tofield -Tyrannosaurus Drip, Julia Donaldson -H. N. Werkman, Purvis -Do You Doodle?, Nikalas Catlow

-The Book Thief, Markus Zusak -Through The Lens, National Geographic

Newspapers- - (Ways Of Seeing, John Berger)

-The Sun, The Times, The Independent and The Metro (15/01/2012) -Straight From The Horses Mouth, LCC -Blood Is The New Black Magazines-Map 10, LCC -Eureka (Issue 20, 21, 22, 26, 29) -The Sunday Times Magazine (05.12.2010) -British Journal Of Photography (November 2011) -National Geographic (November 2011) -Dazed And Confused (January 2012) -Now Then (Issue 44, November)


GDA Process PDF  

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