PROVERBALLY YOURS// MESSAGE & DELIVERY

Brief

You have developed a message/opinion in response to the previous brief.

Produce a mail shot that distributes, disseminates and reinforces your message to an appropriate list of recipients. Your resolution should fit within the envelope provided* and be accompanied by a visually appropriate mailing list. You should consider the relation ship between the outside/inside of the envelope and its contents.

The tone (occupation selected from the randomiser) of voice should be appropriate to your message, the context in which it is intended to be read and the audience to whom your work will be delivered.

You are restricted to the use of two colours plus stock.

Background / Considerations

What do you want to say and how do you want to say it? What language would be appropriate?

What visual languages exist that relate to your message and how can you use them.

Is the content communicated primarily through type or image? If it is both what is the relationship between the two?

What does the mail shot aim to achieve. Does it direct you to a website, encourage you to attend an event, is it interactive or is it self-contained.

A limited colour pallet (no more than 2 colours) will allow for the reproduction of your designs across arrange of media.  

For Starters...

I was given the proffesion of a butcher, so initially I brainstormed things I thought were asociated with a butcher. There was all the common things like a cleaver, meat knives etc. I also looked at how I could link these things with my proverb.

 Butcher Style Icons

Here I looked at how I could convey from proverb using Imagery, I looked at cheap battery farmed meat and the fact that the animal conditions are poor and so is the quality of meat, and just because its Cheap does not make it Right.

  I looked at ways I could play with type to convey my message. I thought initially to look at big bold text but through research I have learnt that butchers generally use a combination of script, serif and sans serif fonts so I wanted to include some of these aspects. I also went to the butchers in Morrisons and acquired a few stickers. I found they used reds and yellows mainly.

 I decided to play with type as image to create this chicken message.


Butcher Stickers

 Here is a net design I came up with, hopefully the mail shot should fold out into this net. This will give the consumer the chance to engage with the mailer hopefully making the message stronger.

From here I looked at how I could link my proverb, "Two wrongs don't make a right." I started to think about fast food restaurants, and how the meat is horrible but cheap, and the food is terrible for you. I didn't think this was the right path to go down so I decided to concentrate on the topic of battery farming, and how butchers meat is allot better for you, also more ethical than battery farmed meat. I thought I could translate the proverb as so:

Two Wrongs Don't Make a Right :

Poor Animal Conditions + Poor Quality Meat = Just because it's cheap doesn't make it right!

Net Designs

I played about making different net designs to see what I thought would work well, I decided to go with the box design as this will be fun and engaging for the audience.

 

Illustrator Designs

From my research an initial ideas I decided I would create a mailshot that folded out into a net of a battery farm cage full of chickens, I thought this was a good way of getting the target audience involved with the message I am trying to convey. This creates a link with the audience which I feel will make the message stronger. Here are my initial illustrator designs and font choices:

 I looked at possible fonts I could use to represent my profession as a butcher, from my research I found that fonts like the above are used commonly among butchers.

 I started creating a net as basis sticking to the mailshot dimensions

 I created some chickens to start with and chose a yellow colour

  I decided to use white card as my stock as I had already chosen yellow and red as my 2 colours. The white stock works well with the butchers theme.

  I reproduced the chickens over and over to show the battery farmed cage

  I designed a NO BATTERY FARMING SIGN

 Here are a set of symbols I created to visually represent my Message

Colour Testing

 For one of the sides I played about with type to convey my proverb

 Final Net Design

 Outside

 Inside

 Top

 Back

 Mailing List

Mailing List

I decided to mail my mailshot out to schools in the local area, this is aimed to lunch providers urging them to purchase fresh butchers meat, over battery farmed produce to cut costs. Hopefully my mailer will convey the right message and also will be a fun mailer to interact with if passed onto the students.

Final Stages

As my mailer was double sided, it was a bit of pain to print accurately. My first attempt showed the net did not match up on both sides. So I reduced the inside leaving just the chickens, as the other details were a problem to print. I chose white card as stock. Once I had got them all printed I took my work to the lazer cutter:

 I initially cut out a test piece to check the lazers alignment

I came across a problem when cutting the net. It was too difficult to align the paper up perfectly, so when it came to cutting it, it was slightly off. So I had to cut it the long way, in sections at a time.

Making the Box

  The mailer folded up

Final Product

Overall I am quite happy with the mailshot, I think it has turned out well. If I were to do it again I would try to come up with a better way of sealing the envelope as I feel the slit for the tab may affect the box when built. I would of also made the bars bigger and used less of them, as this makes the box delicate which is not a good thing. I would also improve on the net too as the tabs are too big, I shouldn't of put bars right to the edge.

Feed Back

From my feedback I feel Tanida & Steph didn't really understand my work. I agree with some of the comments made for instants the craftsmen ship, If I were to do it again I would definitely make it easier for myself to produce something that looks a bit more professional. They also thought my font was too feminine, but as my research showed script fonts are commonly used. I don't know that the mailshot was aimed at school lunch providers not children which I could of made clearer. But apart from that they liked the design there are just a few tweaks I could make, I feel the script font is a bit too illegible. But all in all I am happy with the outcome.

Colour Theory

The Basic Principles of Colour

Colour and Colour theory represents one of the fundamental principles of Graphic Design and Visual Literacy. This site inntroduces some ot the key terms that a designer needs to be aware of when starting to analyse the use of colour and understand the theories and practices involved when discussing colour.

Additive & Subtractive Colour

Televisions, cameras, scanners and computer monitors are based on the additive system of color (RGB), where red, green and blue light projected together yield white. Offset printing, digital printing, paints, plastics, fabric and photographic prints are based on the subtractive system of color (CMY/CMYK) in which cyan, magenta and yellow mix to form black (K  

Today in Freds class we looked at colour theory, we were each asked to collect 30 objects, 5 Red, 5 Blue, 5 Yellow, 5 Green, 5 Violet and 5 Orange.

Additive Colour

An additive color model involves light emitted directly from a source or illuminant of some sort. The additive reproduction process usually uses red, green and blue light to produce the other colors. Combining one of these additive primary colors with another in equal amounts produces the additive secondary colors cyan, magenta, and yellow. Combining all three primary lights (colors) in equal intensities produces white.

Additive color systems start without light (black). Light sources of various wavelengths combine to make a color. In either type of system, three primary colors are combined to stimulate humans’ trichromatic color vision, sensed by the three types of cone cells in the eye, giving an apparently full range.

Subtractive Colour

A subtractive color model explains the mixing of paints, dyes, inks, and natural colorants to create a full range of colors, each caused by subtracting (that is, absorbing) some wavelengths of light and reflecting the others. The color that a surface displays depends on which colors of the electromagnetic spectrum are reflected by it and therefore made visible.

Subtractive color systems start with light, presumably white light. Colored inks, paints, or filters between the viewer and the light source or reflective surface subtract wavelengths from the light, giving it color. If the incident light is other than white, our visual mechanisms are able to compensate well, but not perfectly, often giving a flawed impression of the "true" color of the surface.

Chromatic Value:  

When we describe a color as "light" or "dark", we are discussing its chromaticvalue or "brightness". This property of color tells us how light or dark a color is based on how close it is to white. For instance, canary yellow would be considered lighter than navy blue which in turn is lighter than black. Therefore, the value of canary yellow is higher than navy blue and black.

Hue:

This is what we usually mean when we ask "what color is that?" The property of color that we are actually asking about is "hue". For example, when we talk about colors that are red, yellow, green, and blue, we are talking about hue. Different hues are caused by different wavelengths of light. 

Chroma:

Think about a color's "purity" when describing its "chromaticity" or "CHROMA". This property of color tells us how pure a hue is. That means there is no white, black, or gray present in a color that has high chroma. These colors will appear very vivid and well, ... pure. This concept is related to and often confused with saturation. However, we will continue to use these terms separately because they refer to distinct situations, as explained here.

Saturation:

 Related to chromatic value, saturation tells us how a color looks under certain lighting conditions. For instance, a room painted a solid color will appear different at night than in daylight. Over the course of the day, although the color is the same, the saturation changes. This property of color can also be called intensity. Be careful not to think about SATURATION in terms of light and dark but rather in terms of pale or weak and pure or strong.

Tints, Shades and Tones: 

These terms are often used inappropriately but they describe fairly simple color concepts. The important thing to remember is how the color varies from its original hue. If white is added to a color, the lighter version is called a "tint". If the color is made darker by adding black, the result is called a "shade". And if gray is added, each gradation gives you a different "tone."

Collecting Objective

We were each asked to bring in 30 objects 5 Red, 5 Blue, 5 Yellow, 5 Green, 5 Viloet and 5 Orange. We then ordered the objects so that they all flowed into each other red into yellow, yellow into green, green into blue, blue into violet and finally violet into red. This looked quite spectacular. This showed a kind of colour spectrum.

 

Pantone Matching

The final task involved matching the colours of our objects with pantone swatches. Below are the objects we looked at. We ordered them into hue, tint, and shade.