Greene-ware 2020 Year 12 Janice C Arts in Prac Mod 5

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Visual Arts In Practice 2019 IA1

Catalogue Design Janice Cui

Client Brief The aim of the catalogue is to help to advertise the musical of Anything Goes adapted by Moreton Bay College (MBC). Therefore, the catalogue must be visually pleasing and useful in providing relevant and detailed information about the musical in order to attract target audience. Relevant designs and elements to the plot and settings of the musical include: • Boat wheel, Anchor, Cruise ship, Cruise ship costume, Lifebuoy, etc.

As this is a school amateur production with majority of the roles played by students, the targeted market are mainly the MBC community.

Process and Reflections Catalogue Draft Sketch Title page

Page 1

Page 2

Page 6

Page 7

Page 8

Page 3

Page 4

Page 5

A simple title page allows the topic of the catalogue to standout. Therefore, I have only applied the logos of Moreton Bay College and the musical Anything Goes with basic information regarding the author, etc. The designed logo automatically becomes the focal point in the title page due to the composition. This not only emphasized the theme of the musical, but also subtly created a sense of balance. Compare to the title page, pages 1 to 8 has a fuller composition. I included more designs which will be discussed in the following Process sections. The continually use of designs such as the lady figure, the lifebuoy and the logo that appears in the bottom right corners of each page can be seen as the visual motifs in this catalogue. The patterns they created from repetition could also demonstrate a sense of unity. Overall, I was happy with my catalogue layout design as it provides a clear structure on each page which subsequently gave me a guideline of what I need to do.

However, I still need to work on the backgrounds to make it more visually pleasing and aesthetic.

Colour Scheme As the setting of the musical Anything Goes is on a cruise ship, I have researched relevant designs to inform the choice of the colour scheme in the catalogue. As red, white and blue are the colours that appear most frequently on a cruise ship design, I have decided to include these colours in my colour scheme. In addition, I have also included bright yellow and black to add more interest to the design. The primary colours, red, blue and yellow not only create contrast, but their high saturation also evokes a bright mood, which reinforces the age of the targeted audience.

I have also tried to use these colours to emphasize the sense of unity by creating repetition. Moreover, it also continually highlights the contrast created by different tones with creates visual impacts.

Mind Map Anchor Wave

Rope

Lifebuoy White, Red, Blue

Ship

Fish Algae Sea

Sea gall Porthole Cruise Ship ANYTHING GOES

1930

30’s Fonts 30’s fashion

Process Design 1 – Logo Design Inspirations

Research on 1930’s cruise ship fashion and the plot of the film Anything Goes has inspired me in the logo design process.

• Neat hair • Short hair was trendy in the 30s • Main colours used in the costume: white and blue DRAFT LOGOS

I choose this design over the other ones because it included all the visual motifs in this catalogue, such as a life buoy, a lady in the cruise ship costume and utilised all the key colours in the chosen colour scheme shown in the previous page. Considering this is a school amateur production, it can be assumed that the targeted audiences are both the young people (typically in the age range of 6 to 18, mainly in school), and their guardians. Therefore, I have decided to use bright colours, and a cartoonish style as the theme of the catalogue. Although I have researched the fonts from the 1930s’, I have modernized the title Anything Goes in my logo by doing it freehand which maintains the cartoonish style.

Eyedropper Tool

In the editing process, these are the key tools I used. Although I altered the tolerance level of the magic wand tool, it could only select the wanted areas roughly. Therefore, I used brush tool to modify. The most challenging part was to modify the edges using the brush tool with only a mouse, next time I will consider to use a drawing tablet.

I experimented with different tools such as the gradient map, greyscale and bitmap. However, the gradient tool created a very cyberpunk vibe therefore weakened the cartoonish style. The greyscale and bitmap evoke a sense of nostalgia by increasing the Using Gradient Map grainy texture. By removing all the colours, it emphasized the 1930’s style.

However, in order to appeal to the target audience in the largest extent, I think it is important to keep the cartoonish style.

Using Greyscale and bitmap

Design 2

This design was not chosen as the final logo as the one below (Final Design, Design 1) has a lighter background, which evokes a brighter atmosphere, thus appeals to the target market.

Final Design, Design 1

Overall, I am happy with the look of the final design. This logo design could both give a basic visual guideline to the settings of the musical by utilising crucible elements and attracting target audience.

Therefore, I think this design has successfully covered the demands of the client. I placed the logo on the centre of the title page to emphasise the theme and name of the musical.

Process

Design 2 Fonts Inspiration Images: 1930’s typography and advertisements

Advertisements and typographies from the 1930 has provided me ideas in the making of my fonts.

Design 1

Design 2

Design 3

This design was chosen as the final font to use in the catalogue as this both humanist and transitional style looks the neatest out of the all three designs. In addition, it doesn’t have any issues on kerning, etc.

In additions, the serifs made this font look more formal and enhanced the 1930’s sense. The most challenging part was to neaten the edges of the letters as it was a time-consuming process.

• Need to erase mistakes.

• Had issues with kerning, which negatively affects the formality sense of the font.

Process

Design 3

Final Design, Design 1

Draft Design, Design 2

Previous research on cruise ship fashion trends during the 1930’s has provided me ideas on the designs of cruise ship costumes. Although the focus of this design is not the costume, it still helped to emphasize the settings and plots of the musical. This design also utilized all the colours from the colour scheme which maintains the sense of unity.

I have chosen the top design over the bottom one because the top one has neater sketch lines and more details such as the clothes wrinkles. The facial expression and the posture of design 1 is also more vivid, which is more interesting than design 2.

During the editing process, I mainly used the tools shown on the left.

The magic wand tool and the paint bucket tool were utilized to add colours. The brush tool and the eraser tool were used to neaten the edges of the sketches. To add a little bit of 3D effect, I used burn tool to created shade.

The most challenging part was the sketching process as I had to experiment a couple times to find the right ratio of a human body.

This design will be applied to the “Production Team� page as the posture suggests a working sense. I will also follow the Rule of Thirds in order to make the composition more visually pleasing

I have also experimented with gradient map. However, by only including blue and white, it would fail to achieve the sense of repetition and rhythm created by the continuously use of the key colours from the colour scheme.

Design 4

Cruise ship background

In order to approach to the original setting of the musical, I have decided to use the interior look of the ship as the background for the main cast page. Not only it effectively emphasized the theme, but also created the illusion to the viewers that they are also a part of the story/on the cruise hip.

Screenshots from the movie and other adaptions of the musicals has inspired me in using bi colour combination patterns, which is [Inspirations] evident in my lifebuoy designs and stairs.

I was happy with the initial design of the ship. However, to make the composition fuller as well as to add more interest to the design, I have applied abstract and simplified sketches of sea gulls, which creates rhythm and movements. The stick figure style was chosen over a surrealist style as it maintains the cartoonish sense.

Final Design, Design 1

Design 2 Cruise ship sketch 1 Final Design Version 1

Lifebuoy initial sketch version 1 Final Design version 2 Lifebuoy initial sketch version 2

These are the main tools I used in the editing process.

Lifebuoy designs The designs of the lifebuoys are shown on the left. Version 1 has been chosen to be the final design due to the choice of colours. Not only red and white are the most common colour combination in lifebuoy designs, it also allows the design to standout from the blue background by creating a strong contrast.

Although I aimed to create a cartoonish style to appeal to the targeted audience, I still tried to add some realistic detail such as the slight 3D effect created by the shade around the edges in the design. During the sketching process, I lightly sketched a circle with pencil, which provided me a visual guideline of the areas that needed a darker tone to create the shade.

However, this decision also made the editing process using magic wand tool quite challenging. These lifebuoys are designed as photo frames for the main casts. Their names and roles will be written on the top and bottoms of the lifebuoy.

Other Inspiration Images

Evaluation

I aimed to create a cartoonish style catalogue for this task in order to appeal to the target audience. To do that, I have made a range of decisions, some worked well, but some were also quite challenging.

The designing and parts of the editing process went well. The choice on the style of the designs and colour schemes was made after careful consideration upon the target market and theme of the musical. As young audiences tend to prefer cartoon style over other styles, I focused on developing a cartoonish style. Moreover, I think my composition was also quite effective. For example, I have applied the logo of Anything Goes in the middle of the composition on the title page, which automatically leads viewers’ attention onto the focal point.

Besides, I also followed the rule of thirds on the second page to make the composition more entertaining.

The most challenging process was also the editing process as the magic wand tool couldn’t select all the desired areas. The subsequent process on neatening and modifying the rough edges using the paintbrush tool with a mouse was difficult.

However, I used ‘Alt + Control + Z’ (Step backward), which allows me to discard all the unwanted changes.

If I had more time, I would focus more on researching the 1930’s fonts and try to gain a deeper understanding of the theory of typography.