Children's Cereal Box - Final Prototype

S.A. Animation

S.A. Animation from Sam Atack on Vimeo.

Personal Logo Design

I wanted to create my own personal logo to give myself a more professional appearance, especially for creating my CV and online portfolio for placements. I wanted my logo to be very simple, crisp and modern to give a clean  and professional look.

My initials are the main focus of the logo, which I feel makes it more personal to myself.

I chose the colour blue to represent myself as I feel it gives a relaxed feel to the logo, yet I personally think it also shows confidence and trust. 

Cereal Box Net Design

'First Things First' - Design Manifesto

Key words:
Advertising and marketing
Techniques and apparatus
Lucrative, effective and desirable
Skill and imagination
Perception
Inessential 
Reversal of priorities
Growth of commercial culture

My Thoughts:
I agree with this manifesto in terms of i think that graphic designers are wasting there talents in trying to sell dog biscuits etc. as they are not using what they have learnt to there best ability.
Also the manifesto says "we propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication", which I think would be a better approach towards graphic design as it would stop people working in the way they do and create something that people will respond to and make people think in a different way.
For example, instead of advertising a product in a way that just percieves as "buy me", the advertisment may remind the viewer of their childhood, something that grabs their attention and feels more personal. I feel that advertisements with a bit more imagination make it seem more interesting, rather than trying to show off how good a product is and trying to get people to buy it. 

History of Animation

In this module, a lecture I found interesting was about the history of animation. We looked at different techniques used in animation and how its progressed over the years.

The zoetrope, and old 2D animation process was one of the techniques used. This is animation in its purest from and only capable of making short loops. This can also be produced in 3D, I found the DisneyWorld 3D animation by Pixar very impressive as the flashing lights makes you able to see the animation clearly.

Another technique that I looked at is Rotoscoping, which is a process that traces live action. It was first used, hand drawn, in 1915 by Max Fleisher. Rotoscoping is very hard to create life like, stable and slow movement, and is always very jumpy. Koko the Clown was the first ever rotoscope, and the process was popularly used in Snow White.

We also looked at a Cel animation, Gertie the Dinosaur, 1914. This technique produces a more fluid animation, which was very basic but smoother. This animation just basically showed us what they can do. There is no story to the animation, as it just shows the movements of the dinosaur.

An interesting animation that we looked at was by Emile Cohl, 1908, which was one of the first ever animations created. This is a anti realist animation which shows a very chaotic scenario. You can't really tell what happens as you can't see a narrative, and looks like scenes warping into other scenes.

Conditional Design - Participation

In this seminar, we experimented with games from the 'Conditional design workbook. Amsterdam: Valiz.'

For the first task, in groups of 4 we took it in turns to try and make the circle as round as possible until we had made the 'perfect circle'. We found this quite challenging as the bigger the circle got the harder it was to make it perfect. This questions our perception of what is perfect and highlights that each individual may have a different view of this. This is the result of the investigation.

'The Beach'- In the second task, we took it in turns to put a dot in the middle of the largest space on the page until it didn't look empty but not too overcrowded. 'Beaches are ordered without being controlled. No one is in charge.' Leadbeater.C., 2007) This emphasises the uncertainty of result for this exercise. Uncertainty being a key aspect for animator, William Kentridge. This serendipitous approach to working can often lead you to an end point you would have never firstly considered. We each played a part in the creation of this piece therefore, it was unpredictable where other members of the group would put a dot.

 This is the result.

Through observing the results of other groups, we discovered how each group had completed the task differently.

 This shows that people create different outcomes to others when given a task. We all don't see everything the same. This links back to my summary after reading a chapter of Umberto Eco's book, the 'Open Works'. This is also demonstrated when presenting our own approach to design briefs as nobody's work is ever the same. Our interpretations and influences are different therefore, when completing a design brief, we will never conclude with a same end result.

Reference:  Maurer, L.. Paulus, E., Puckey, J., & Wouters, R. Conditional design workbook. Valiz. Amsterdam. Retrieved from https://workbook.conditionaldesign.org/

Leadbeater, C. (2007). The Beach Ethic. In D. Garcia, B. Ferran, C. Brickwood & T. Putnam, (Un) Common ground creative encounters across sectors and disciplines (1st ed.). Amsterdam: Book industry services.

'The Poetics of Open Works' - Umberto Eco

My Summary and thoughts:

Umberto Eco was one of the first people to create the reader response theory. This theory looks at the reader’s experience to the work, rather than what they want you to interpret from the content. This is because everyone has their own interpretations on things even though they are listening/seeing the same thing.

“Open work” suggests that the composition is incomplete, which allows the viewer the opportunity to create their own conclusion from their point of view, and study it in more depth. This theory has changed the way that we perceive things.

When it comes to my design work, I understand that people may see things in different ways to others, which is why I like to make the message I want to get across clear in my work.

Semiotics definition: The study of signs and symbols and their use of interpretation.

Key Words:

Freedom, Communication, Symbolism, Imagination, Semiotics, Observation, Experience, Interpretation

Analogue Communique

This task was to write I am... and finish the sentence with something that defines us. I started by making a list of things that explain who I am. 

I thought about using my own handwriting which I is unique to me. 'I am what I am' signifies that handwriting is part of an individuals identity as everybody's handwriting is different. I found this task to be personal therefore I wanted to show this through typography.

I went on to explore how emotion and feeling can impact my handwriting. I have emphasised the feeling of tiredness and how it can impact the appearance of my writing. I thought about how we feel and act when we are tired. I began to loose concentration and the letters became abstracted. I wanted the type to reflect how I felt. The lettering shows the lack of control and begins to fade, much how we feel as we start to fall asleep.

Feeling cranky or grouchy is also expressed within this style of writing. When tired, its common to become tetchy and easy to snap. 

This shows my development of the 'I am what I am' idea. I have experimented with different media and tools such as pen, ink, paint and paint brushes. By doing this, I have found that type can be impacted by the tools and media used to create it. I will remember this when thinking about how I wish to create my final outcome.

I have scaled up my design to one letter per A3 piece of paper. This has developed my thoughts on the composition of the piece. I consider the emotion of tiredness to show a lack of control, crankiness and sometimes boredom. I have used a black paint to write the words ‘I am tired’ which appears to be a boring colour and significant of night time (the time we sleep). The letters are gestural and can be seen to suggest the lack of control and liveliness. People can become tetchy when tired therefore the fluidity of the lines appear unordered and in some way grouchy and unpredictable. 

I have structured the letters so the word ‘Tired’ drifts out of line, representative of the way we drift off when tired. Also, expressing the ideas of loosing concentration and control.

Character and Front Cover Design

Children's Cereal Box Design - Creating Characters

After Effects - Animating Characters

Animated Character from Sam Atack on Vimeo.

Business lecture 2

You may not be given all the information you need from a client therefore its necessary to ask as many questions as needed. 

Product positioning

The higher the quality of product, the higher the price usually is.

A PEST analysis is a business measurement tool. (Political, economic, social and technological.) These factors are used to assess the market for a business.

Another way of assessing the product and market is through doing a SWOT analysis. This highlights the strengths and weaknesses of the product which are managed internally and the opportunities and strengths which are effected externally.

The product lifecycle.

The sales of a product are seen to decline when introduced to the market and then being to grow, before becoming steady. With time, factors such as political, social, economical and technological may effect these sales. Products are continuously developed and made better, therefore the older models will decline in sales. Companies must consider the product ‘sales expectancy’ in order to produce newer models or replacements to maintain their position within the market.

There are some companies which have been selling the same product for centuries. It is clear that these companies have a product which is timeless and is of good quality. 

Companies such as Coca Cola are international brands that everybody is familiar with. The sales remain steady, as they have done for years. 

Design audits examine the design of something (for example, a product) and assess whether it will be successful on the market or whether it could be improved. The design audit reviews all of the different elements that your company uses to interact with customers and the public. 

It is necessary to get the design right first time to avoid a useless design and wasting your time. When obtaining market research, it is valuable to obtain primary and secondary data. 

Primary data

Quantitive: Asking a large sourcing of people lots of questions.

3 types: Geographic- where you live tells a lot about how you live

Psychographic- how you think determines what you buy

Socio-economic- your class and financial ability indicate what you will buy.

Qualitive: The interview and focus group. Here you discuss with those ‘in the know’ about a market issue that you need to understand.

I think that this would be an effective way of obtaining detailed information through conversation.  Its success is dependent on the control of discussions.

Secondary data

Data that has been published by sources such as Mintel, which is a global database for market research and insight. Care is needed, as only reliable sources must be used for true information.

There is lots of data available therefore it is necessary to be specific within your search. Need to focus on particular needs of the market.

Break market into segments. Approach in this way. Can be done by age, sex, social class, geography, hobby/interest etc.

Segmentation is a more successful way of targeting. It is measurable, accessible, substantial and meaningful. Focusing on small segments helps to understand that specific area of the market in more detail.

Business Lecture 1

When thinking about placement year and employment after graduation, it is necessary to take as much experience within the field of Graphic design as possible. The creative world is enormous therefore it is necessary to research agencies that would suit me best and give me the knowledge to develop my design skills. Employers will be looking for a variety of different qualities and are interested primarily in the process of idea generation.

Do not email companies about placements. Alternatively, type up a letter as this will catch their attention and shows that you have gone out of your way to apply.

Product Orientation

I make this product. Where is my market?

A company that follows a product orientation is not mindful of customer needs and their main focus is to supply a quality product. This approach hopes that their product will attract customers.

Market Orientation

I have these assets. What do you want me to do with them?

Marketing orientation is a business model focusing on designing products according to customer needs, in addition to its quality.

I believe that marketing orientation is a securer way of designing, to ensure people will be interested in buying the product. If market research has been executed, there is a higher probability that people will be attracted to the product as market orientation also takes into consideration the functionality and aesthetics, aiming to create high quality items.

Firms have many ‘sub firms’ that talk to the ‘market’. Competitors, suppliers, customers and clients all form the market. Firms and the market class as a micro economy. When designing, a firm will look to the market, national economy and global economy to gain better understanding of global issues. For example, technology, social change, politics, war and natural disasters. Having knowledge of national and global affairs can impact design to suit clients situated in different parts of the world. A cultural and economical understanding of where you are supplying to is important. To remain ethical, it is necessary to consider what could be offensive.

Need to ask questions before approaching a design.

4 P’s

Price, Product, Promotion, Place

Cost of a product takes many aspects of the design, making, promoting and exporting process into consideration. Reaching an end design can be time consuming as prototypes must be tested and developed. For quality items to be products, quality material must be used therefore, this adds to the pricing. Other elements such as paying employee wages and the packaging must also be considered. Profit is always added so the companies are not making a loss and remain successful. 

Product: Core product: What it must do. (Designing for a specific purpose, specification)

Secondary product: Why the consumer buys it. (Aesthetics, function.)

Promotion: How you tell/ persuade the market about it. I.e. advertising, pricing, offers, packaging.

Promotion can have a great influence on customers, especially through engagement. When writing my essay I found that engagement through advertising is a way of connecting with customers. A conversation can be created through a character. (As I have demonstrated for my Feel Good drinks project.) Examples used within the industry are the John Lewis christmas adverts and the Sainsbury’s christmas advert, using a cat as a promotional figure.

Place:  Where is it available? 

Make sure the product is suited to its surroundings. Where will it be used? At home, work?

Photoshop Workshop - Creating Gifs and Videos

In this workshop, we firstly looked at creating simple gifs in Photoshop. We created some quick artwork so we could spend more time learning how to make it animate. Although this is very simple, I feel that this technique will allow me to be very creative with my ideas, and therefore make a more interesting gif.

 

 

To start, we made each frame of the gif on different layers. Once that was finished, we clicked 'Create Frame Animation' on the Timeline window to begin the animation process. Each of the layers that I created then went into individual frames for the gif. I then changed the timings to 0.1 seconds which I felt worked best. This could be outputted as a gif or a video.

 

 

We then looked at alternative way of making a video. By enabling 'Onion Skins' you can see the previous layer whilst creating the current layer, and therefore giving a lot smoother animation. After experimenting with this technique, which I feel I could use in a very creative way, I rendered the video.

 

 

The final technique that we learnt for creating videos in Photoshop, was to trace over an existing video layer by layer. This resulted in a simple stickman showing the movement of the dancer. I feel that I have learnt a lot in the workshop.
 

 

Form follows Function

Form - the shape, size, mass, weight and visual appearance of something.

Function - the practical use and purpose in a design

Louis Henry Sullivan defined the style of form follows function, which conveys simplistic forms of buildings. He specifies that the best architecture is which that 'walks the fine line between Art and function'

Form follows functions is widely associated with modern day architecture and product design. The key aspect of the design is the purpose of the building or product and not the visual appearance which follows after.

 

 

 

In the seminar, we had a task to find any object that we were carrying, my object being an iPhone 5s charger, and think about the relationship between its form and its function. Which do you think has been given priority by its designer?

 

The priority of the iPhone charger has definitely been given to the function and rightly so. The charger doesn't need to look good or interesting, it just needs to simply be able to charge up the iPhone, which is all its function is.

 

 How prevalent is the relationship between its from and function?

 

The design of the charger is very simple and plain, which follows the very simple function. People are not bothered about the aesthetics feature of the charger, however I think the aspects of the form of the product that has been well thought through is the shape and size of the product. The plugs are small enough to be able to fit into plug sockets behind tight and small gaps. Also the length of the wire is an average length for peoples needs.

 

Do you think that ‘The way something looks should be determined by its purpose’?

 

Yes, as the product needs to be the certain shape or to be able to be used for its function. Then I think the product needs to look as user friendly and be able to relate to the product as much as possible.

 

 

 

 

 

 

 



Artist Typeface Transcription

 

 

In John's process and production session, we was given different pieces of artwork in which we had to take inspiration from to begin to form shapes of the letters A N E S G. I found this an interesting but challenging task.

 

 

I am happy with my initial designs as I feel that I began to from some interesting letter shapes from the pieces of art. The second and third designs are the ones I feel with the most potential to develop.



 I then developed a couple of the initial designs further to make a more readable and simplified font compared to the first ideas.

I feel that these rough typeface designs have room for more improvement. Also I think that the scale and dimensions of the letters are off. I will therefore create a neater and developed typeface on Adobe Illustrator.

 







 

I am very pleased with my final design as I think that I has finally got the more professional feel to it that I wanted. I enjoyed this task and I felt that it helped me understand the development process further.



WWF Advertising Campaigns

 

A propaganda poster is aimed at a wide audience to persuade, influence and change attitudes of people towards something. Wartime posters are the most popular and recognisable propaganda posters. They use creative and very effective ways of conveying information.

I decided to look at more contemporary propaganda posters and techniques that are used. I have found a couple of posters from a series of WWF advertising campaigns.

 

 

This poster gives the viewer an influential message about the importance of acting for the planet sooner rather than later. It compares the emergency services responding to an accident very slowly and casually, something that would be seen as shameful, with us not realising the importance of having to act fast for the planet. It shows that they are both as equally important and both need the same level of action taken as soon as possible. I think that seeing it explained in this way puts it into perspective, influencing people to think and take action immediately.  

This image sends a powerful message about climate change to the viewer, by using a thought provoking picture to shock the public and almost scare people into changing the way they think and live their lives. Sometimes it needs this kind of message for people to take note. I think that this method works very well.

 

Texture and Appearence in Illustrator

 

 



In this workshop, I learnt how to create an image in Illustrator using as few shapes as possible. We started the rocket illustration by firstly transforming an oval into a rocket like shape. Using the same shape, we created a dashed line on the inside of the rocket.

After getting the general shape of the rocket, we learnt how to add texture to an image.