Rational

Rational

My topic was the very popular Wellington Markets, which included the Farmer’s Market, the Night Market and the Underground Market. I wanted to convey an open and welcoming atmosphere for the brochure as a whole, but for each individual place I wanted to convey something a bit different. The Farmer’s Market has quite a natural, earthy, fresh so I wanted to evoke that feeling when viewing the page on that market. The same with the warmth and spicy feel of the Night Market and the vibrancy and sweet feel of the Underground Market. To achieve each of these diverse feelings, I placed the main image in such a way that it looks like it is either sitting on a table or hanging above the person reading as well as using colours from photos of the actual place to portray this. The alignments of the text in each page give a sense of structure but also the fact that the circles do not align to the grid gives the softer nature to the whole brochure. In the process of creating this brochure, I learnt of the importance of planning and documenting well, which I will take away to other classes.  

Week 6

Week 6

Monday 18th April 2016

Below are two photos of my finalised brochure where I had taken the critique from the last one and improved it to the point where I felt happy and confident with the end product. 

I documented this whole process in greater detail in a physical workbook. 

Week 5

Week 5

Monday 11th and Thursday 14th April 2016

Below are two of photos of my third draft of my brochure where I had taken the critique from the last one and improved it as much as I could.

Both the tomato and the spade are about the same size and are just in the middle of the page. This means either one could get enlarged by quite a bit; or a image could be inserted behind and the tomato turned into two or more connected by a vine stems. 

The main body text is just one big boring block of text and needs to be broken up into paragraphs. Also the text of both the main body and the list text is too big and needs to go down a size or two. 

Holiday Week 2

Holiday Week 2

Monday 4th and Thursday 7th April 2016

Below are two photos of my second draft of my brochure where I had taken the critique from the last one and improved it as much as I could.

There is distance problem between the title and the sub-title, so moving the sub-title up would fix it easily. There are no keys present here, so that will need working on. The layout and the image page are both sparse and a lot too basic and will need working on. The watering can it too far removed from the whole idea of the Farmer's Market and therefore it is hard for the viewer to make that connection. To remedy this, the drawn image will have to change to something that is more easily associated with the Farmer's Market. 

The secondary arts and culture heading will need to be bold to match the rest of the booklet, as well as the headings in the list text. Taking out the bullet points will allow for more room and make the list text look less cramped. The photo of the coloured flags doesn't really relate to the idea of markets and therefore will be needed to be changed to a image, which has people browsing stalls. 

I took these critiques and worked on the designs to make them better for the next critique.

Holiday Week 1

Holiday Week 1

Monday 28th and Thursday 31st March 2016

Below are two of my beginning designs where I had taken ideas from my layout plans, colours from my photographs and parts of photos and drawings that I had done. (I will be only showing my Farmer's Market and Arts and Culture pages throughout the rest of my blog to show the changes between the editions and to save space.) They were the critiqued so that I could make great improvements on my brochure and the things need to be improved upon follows.

The carrot is too similar to the tomato and therefore cannot be a second layer of information because the three layers are a literal aspect, a more abstract aspect and an emotional or technical aspect, and the carrot is another literal layer. Therefore it is better to be changed to something like a shovel or pitchfork. The wooden patterned leaves add nothing to the layers, so they have to be replaced with a different emotional aspect. The coloured text box around the title detracts from the image and so does the actual title, so its best to keep the text on one page and the images on another. The keys are way too dark for the overall look of the page, they will need to be replaced by lighter or inverted versions. The rule is not needed either. The many circles is off putting and its better if they are larger and a lot less of them.

The first columns of the body text are too small so its best to lengthen them over two columns instead of one and keep the text on one page. 

I took these critiques and worked on the designs to make them better for the next critique.

Week 4

Week 4

Monday 21st and Thursday 24th March 2016

I started by creating ideas for layouts for my place pages, the problem with these first ideas was that they featured a great deal of circles that I realised would not add to the actual projection of the event but instead make it look pretty, which was not my soul goal. In the end, I liked a layout which spanned the text across both pages with a rule and made the title text cut into the image itself. Also I chose the horizontal layout rather than the vertical one because it allowed for more expansion and would portray the size of the events to the viewer. 

From there I looked at many different artist models, from ones that would influence my layout to influencing my title text. These artist models included;  Otl Aicher; Jonathan Barnbrook; Alexey Brodovitch; Adrian Frutiger; and Neville Brody. 

From there it was time to start the first draft of the brochure, with images and text. 

Week 3

Week 3

Monday 14th and Thursday 17th March 2016

I was given the task to draw some objects from one of my places to allow my imagination to find different ways of presenting the idea of the place instead of just plainly. I brought along a roll of coloured tape and a fluffy keyring bought from the Underground Market, to draw. 

Then I created a mood board for each event consisting of colour palettes from some of the photos, some of the photos themselves and some words that I felt best fit the place. This gave me the ability to see each place as a whole collective idea.

The Night Market's colour palette consisted of earthy greens and browns, but I decided to concentrate mostly on the greens. This gave the impression of nature and organic produce. 

The Farmer's Market's colour palette consisted of reds, ambers and yellows, which gave the feel of fire and warmth. 

The Underground Market's colour palette consisted of a range of colours spanning from red to blue and everything in between. This posed a problem but I decided that the colour scheme for this place would be based around pinks, reds and purples. These colours suggested at playfulness and creativity.

At the same time I also wrote the information about each event, which included; date and time; place; and produce or products being sold.

Week 2

Week 2

Monday 7th and Thursday 10th March 2016

I started looking into the more intricate details of each place, such as; the activity, location, emotive quality and the three secondary communication points. I also visited each location on the day of the market to gain a feel for the sensory information which could be gained by a visit. I took my first round of photos at that point too so I could understand the dominant colour schemes within each event. 

The Night Market's sensory information is; smells and tastes of cooking food; the sounds of the smaller crowds and of foreign musics; the cold of the night air and the warmth of the crowds are contrasting feelings of touch; and all that can be seen is bright patches from the Chinese lanterns in the dark night. 

The Farmer's Market's sensory information is; smells and tastes of freshly picked vegetables and dirt; the sounds of the groggy morning crowds and of clinking coins; the sun and the fresh morning air sweeping across the market is the feeling aspect; and what can be seen is mostly green. 

The Underground Market's sensory information is; smells of perfume and sweet linen; the tastes consist of sweet and sugary treats; the sounds of the babies and fabrics rustling; the touch of silk and of painted canvas; and so many bright colours and dancing lights almost blind the viewer. 

I took the time to view each market from many different view points, some commonplace and others a bit more outside the box. All of this helped to find out how I wanted to come at the seemingly large project.  

Week 1.5

Day 2, Week 1

Thursday 3rd March 2016

We critiqued the matrixes and helped each other make our current favourite ideas stronger. I chose The Wellington Markets as my destination/activity set. Each one of the destinations has it's own feeling and this can be expressed as emotive qualities and adjectives.

The Night Market is bubbly, vibrant and colourful. The symbols that could be used to represent that are soft circles and little bright stars.

The Farmer's Market is clean, fresh and simplistic. The symbols that could be used to represent that are sharp clean lines.

The Underground Market is complex, artsy and quirky. The symbols that could be used to represent that are gridded dots with lines linking them. 

This furthers the development of my brochure by starting off the process and giving me a starting block. 

Week 1

Day 1, Week 1

Monday 29th January 2016

I brainstormed ideas for each of the wider headings; food and drink, recreation and sport or arts and culture. From those I narrowed it down to an idea for each of the headings, these ideas were; Bars, Swimming and Markets.

Bars include a cocktail bar called The Library Bar, a restaurant bar called Southern Cross and a dance bar called Dakota.

Swimming Spots include The Pacific Ocean, The Freberg Pool and The Hutt River.

Wellington Markets include The Night Market which sells street food, The Farmer's Market which sells fresh produce and The Underground Market which sells crafts and arts.