Cereal box final

This is our final outcome of our Cereal box. Firstly we saved our Illustrator file as a PDF and made sure it was set to the highest quality for print, after we had done this we could print off. Once the net was printed we had to cut it out. I chose to do this by using a craft knife as I thought this would make my cut out more precise and professional, we used a simple gluestick to stick the tabs together thiwhc is why it isn't quite to the quality as I would've liked it. Overall I think the design of the box could have done with a little more experimentation with different type faces, but I feel as though I am happy with the outcome.

Hand-drawn creation

 

First we opened Photoshop and imported the images that we had traced, we then changed the resolution and made sure they were roughly the same size. This made our footage easier to work with later on. I chose to create a bird which I thought would work well with some soft music.

Next we opened after effect and imported our images as footage making sure we ticked the JPEG sequence button before opening. This made our footage import as a movie rather than pictures. This is what made our animation happen.

Once we had our footage we used the stretch tool to make our footage slower, this would make the loop more seamless and easier to work with when the drawing was actually being made.

We then added a background and changed the colour to whatever we wanted. We used the colour correction tool to make our line work stand out more under EFFECT > COLOUR CORRECTION > Hue and saturation. We got rid of the white background using the MULTIPLY effect under the toggle switches and modes button on our bird layer. This was an important step in the process.

Once we had everything sorted we used the pen tool to start the animation.We traced our pencil outline but didn't close the pen line, this made the whole thing possible and gave the drawing effect that we wanted to achieve. I also added some audio that fitted in with my design, once we had done all of this simple process we were pretty much finished. 

Bird render720 from Josh Juhasz on Vimeo.

Spencer's Lecture

Christopher Frayling 

What sort of research is he conducting?

FRAYLING underplays and to some extent misrepresents "action research"- the type of research that sits most readily with the artwork that speaks for itself.

Makes use of mainly stereotypes and fictional accounts to structure argument (how about staging the argument using actual examples of research projects from a variety of disciplines)

His academic research lies in film studies does his use of stereotypes make his own work fictional intervention that structures the debate and thus a form of action research.

FRAYLING actively constructs the debate- sets down the terms and performs it into existence
"The Rhetoric of research" (BIGGS, 2002) 

It is work arising from graylings category of research for and design that has come in for so much criticism (Largely by the design community) > work that speaks for itself is criticised > Research and methods typically more prominent in design > audiencing, sampling semiotics, experimentation.

Spencer's Lecture: Subliminal messaging

Lupton- Subliminal seduction 

Hermeneutics is a fancy word for Interpretation

Structures of social control: we would expect her to be receptive to the idea of subliminal advertising, her argument is largely critical - but still thinks it locates an important truth. 

Bryan wilson wrote a book "Subliminal Seduction", he spent a lot of time talking about the images and how they have a lot of sexual connotations. Folic objects and images can be found within other images to give subliminal messages towards sex. 

Falic objects can be found in the ice cubes and even the word sex spelt out in each letter within individual ice cubes. Luton suggests that wilson persuades or massages the reader - he first makes us look for letters and suggest diagonal for X's. We are seeing what the images is trying to provide we are seeing what he is telling us. Making us believe that there are in fact some subliminal messages. Once he has lured us in convincing us that the word sex appears, He uses more direct forms of persuasion and imagery by saying that there are lips in the bottom of the glass and faces in some other parts of the glass which makes us believe that there is ultimately a form of subliminal message. 

Some more subliminal images 

Cereal box: Development stage 2

Photoshop stage

The first thing we ha to do was import our scan into Photoshop. Once we had done this we continued by creating a layer for the scan, we cropped the scan so that we weren't working with a large area or paper this made it easier to control our scan and manoeuvre it around our page. Once we had it set up we used the Levels tool under the Adjustments bar to make our pencil line stand out. We achieved this by using the sliders to make the pencil lines stand out from the white background. This would make it easier to work with later on in Illustrator.

Illustrator stage 

We then imported the net we would use as a marker for our own rectangles. We made the first rectangle 70mm by 105mm by using the options in the top bar of the reacting tool options. We duplicated this movement several times for the tabs and the different faces of our box. This was a quick and simple way of creating our net instead of creating the net from scratch by ourselves. 

Once we had our net we placed our scan into an area of the net. Mine wasn't the correct size which is why I had problems with scaling, I therefore decided to create the Illustrations separately and then scaling them up so they fit better inside the rectangle of my net. 

I used the Pen tool to create my character and the various line strokes. I used different colours that I tried and decided that this one was the best. This was my completed front cover until I realised that I had missed the S off of BOLTS. I went back to Illustrator and added this to the title. I then made a pattern while I was back in Illustrator which I felt made my design look a lot more interesting and pleasing with the concept I had.

This is my completed net that I will print out and put together, I have added pattern onto my design in the style of nuts and bolts just to make the design look more interesting and make it fit in with the concept of the name of the cereal more. I am happy with how the box has turned out now it has been vectorised, the pattern and the Illustration work well together in creating a new cereal name concept which I feel is fun and relates to a younger target audience. 

Pete's Lecture: Firms

Partnership: is where 2 or more people get together with the intent of supplying a good service.

. These are easy to start, as soon as you set up and agree on where you want to go you can start your partnership. 

. As a partner you will become liable for each others debts.

. Often partnerships would develop with one party having the money, the other would be the trader and have all of the ability. 


 Libity Liability Firm: This is an incorporated firm or company, what you put in you get back. If you put £10,000 into the investment then you are entitled to that amount. However, to ensure the potential investors were protected against various criminals, con-artists,fraudsters. Limited liability firms had and still must do certain things...

1. Publish what the firm is about
2. Publish annual returns (Losses Profit) 
3. Lodge this data with companies house (Government run repository) 
4. Have the accounts of the firm independently audited


Starting an LTD firm

Buy one "Off of the peg" from a solicitor. 2 weeks later you will be up and running.
Stopping a Ltd firm is more difficult. This firm in the eyes of the law is a person in their own right, what is the firms is the firms and not yours. You do what is best for your firm not yourself.


Issues of debt

All firms have a degree of debt. In essence they use other peoples money make a profit and then pay them back obviously keeping the profit that they have just made.

To manage debt effectively you must be able to manage costs. 
You MUST control money flows, 
You MUST know what has been spent on what, 
You MUST have a very good idea of what is going to be spent on what. 

Personal creations: Vector islands

These are some designs I have created for a concept I came up with myself for floating islands. I made these by using circles and the pathfinder tool on Adobe Illustrator to cut out sections to create the basic shape of the island. I then used my own small Illustrations I made with different colours to create more or a scene on my floating island. I have since put these on my Facebook page which I have created for Juhasz Design. I am hoping to expand this page and make some more prints like these and sell them as a way to grow my status as a graphic designer. This is also the work i enjoyed creating so doing something I enjoy is what counts for me. 

Workshop week: Christmas card

Joshua Juhasz Unhappy Elf from Josh Juhasz on Vimeo.

Just a quick animation I created in workshop week in Sara's christmas card workshop. I chose to create this simple animation. I thought that the use of simple vector techniques would add to the simpleness and the comedic effect of the elf having snow fall on his head. I wanted to create something that was funny rather than festive which I felt worked well because it stood out from the rest. I really enjoyed making this in the workshop and I feel that using vectors like this os definitely my strength when it comes to animation. 

Workshop week: Cinema 4D

Globe from Josh Juhasz on Vimeo.

This is the very first time I have ever done anything to do with cinema 4D. Using dots and spheres I created this globe looking effect by using various techniques and methods in Cinema 4D. We "Cloned" 1 dot and edited the setting so that the dots would be in a cubic shape, after this we made another sphere and used the "Mograph" tool in the top bar we clicked on "Effector > Shader" this made the dots go around the sphere itself and created this effect. We changed various other settings like the colour of the dots by using the material tool. We got this open by double clicking in the rectangular space below the timeline in Cinema 4d. Once we had all of our settings set up we imported an image of a ma of the world and dragged it into the sphere. We ticked some options which allowed us to make everything visible. Once we had ur settings and our globe complete we went to the timeline and made a new keyframe by clicking the small circle on the big sphere which everything was dragged onto, then we moved the timeline marker to the end of the timeline and clicked again, we changed the settings on the sphere to say 360 degrees (It was on 0) this made our globe rotate and animate. 

Since that this was the very first time i have every used Cinema 4D I am happy with the outcome, the overall effect is pleasing and I really like how everything look 3Dimensional which makes a change since i am used to working with more flat areas of design such as Illustrator and InDesign. Overall I think that I liked this so much because it's something completely new, I'm going to try and use Cinema 4D more in the future I have really enjoyed this workshop and the outcome that I 

have created.

Further Research: Rotoscoping Examples

Alameda - New Leaf from LEGWORK on Vimeo.

What they say: "Alameda's video for the track New Leaf has truly been a labor of love for us. We started the project nearly two years ago as a way to explore new animation techniques, specifically digital rotoscoping over 3D animation. The goal was to combine the hand-made feel of painting with the perfection of 3D camera movement and environments. We quickly learned how much time and focus is required to create a style like this."

What I think: After I completed my rotoscoping project I found that it was something I was very interested in, I therefore decided to research more into rotoscoping techniques and different ways it's utilised. This was my favourite rotoscoping video that I found on vimeo by Alameda. "New Leaf" is a story of a wolf family over the winter and the dads fight to find food for his family. This is all told in the fall of a "New leaf" which to me signifies the start of a new season for the wolf family. The whole composition has been put together nicely and the music and animation work well together to tell the story of the wolf and his fight to find the food. The use of drawn objects and 3D camera work is an amazing comparison which works very well together. I love this rotoscoping technique and is something I definitely would like to re-create in future projects. 


Obviously here i have done some further research into the rotoscoping area of animation after the workshop, it's something that I am interested in pursuing and something that I want to find more about. 

Spencers Lecture: 30th October 2015

Geissbuhler piece poster 

Poster Analysis: From this poster I get that the two fictional characters King Kong and Godzilla represent Japan and America. The fact that they are holding hands looking towards a sunset which appears to be the Japanese flag suggests to me that this piece poster is about a war which happened between America and Japan. This is a poster which represents peace. The films characters themselves also may link into this since King Kong and Godzilla were both classed as monsters in their films. However in this poster it seems that the two monsters are at peace with one another. 

Activity: "Think of three things you associate most with Japan" 

My answers: Mount Fuji, Pokemon, Cherry blossom 

I found this activity fun as it demonstrates how a culture or place can have different connotations connected to it that we think of when we hear or see the place. I find it quite amusing how I have picked completely different things which all connect to this idea of "Japanness". 

"The theory and appeal of Giant Monsters" Jase Short

I really love this artwork because of it's how real it looks on the page even though it's obviously fictional, I'm sure there is a bigger meaning behind this art work maybe what appears to be the monster in the background represents a culture, nation or entity. Something bigger that what we are that we are hiding from. Whether this be more symbolically driven in the fact that it represents global warming or whether it be more politically driven by representing a huge nation or past war like Germany, Russia or America. However if it was something to do with this I would think that he would have made the connection a little more obvious by adding some politically driven style. 

I would prefer it if the monster wasn't actually symbolic at all and the fact that we think that it's symbolic of something else or has a bigger meaning expresses how we read into things too much instead of taking things for what they are and what they appear to be a giant fictional character in a wood.  This also relates to the First things first manifesto that we did in one of Rob's earlier seminars where the message was very much that we as designers have our talent wasted on toothpaste commercials we are designing for a meaning rather than designing for the love of design.

Empirical texts: (The Distinction between saying and showing) In other words when you go see a film the first thing you go for is the entertainment of actually watching the film and seeing some form of action (Godzilla destroying a city), but there is also something else we can read off it some form of political or social happening that is going on which can be much more serious. Subconsciously we are being given two stories through this primary idea of entertainment which we are buying into. 

 I could apply these empirical tests in my practice by creating posters and using a hidden meaning behind something else. Symbolism and semiotics are important in defining and describing something political and important through visual techniques such as characters and illustrations told by films and graphics alike. 

Spencer's Lecture- 26th October 2015

 James Elkins & Types of Knowing: Can Art and Design be taught? 



Impact on Contemporary art schools 

• We still value a loose/free investigation of meaning
• Tutors try to cultivate student individuality 

WHAT I THINK

These are the points that I feel mean the most to me, I do believe that tutors do try and uphold a loose and free investigation of meaning. In Graphic design I feel that it's important that this is upheld, we need to have a sense of anything is possible and that we are being taught not as a group but as individuals which are being taught the same things but we are learning different things from it.

Bauhaus 1919-1933 

• Belief in formal and universal rudiments of practice
• Focus on experiences/ exploration 
• to increase sensitivity to phenomena 
• Is there a Tabula Rasa? (The idea of the mind as a blank state) 

My Response : I believe that there isn't a blank state of mind (Tabula Rasa), we are constantly thinking about something and to say we are thinking about nothing is quite unusual. Although I am taking this question that spencer proposed quite literal I feel I prefer the literal answer a lot more that any other. 

 James Elkin:

•   Book: Artists with PHS'S,   
•  Book: Why art can't be taught
• He is an art critic 

 

Rotoscoping

Franz Ferdinand - Take me out from Helin Film & Animation on Vimeo.

We looked at the Franz Ferdinand music video "Take me out" as an example of rotoscoping being used, this gave us a basic idea of what we were going to create.

The first thing we did was collect our footage, we were instructed to use small pieces of video or sections of selected footage which didn't last very long, this made rotoscoping easier and would make the rotoscope look a lot more fluid.

First we looked at the settings of our composition before we started rotoscoping, we ensured that we changed our frame rate and elected the Conform to frame rate button. These settings were very important in ensuring that our comp was set up properly. 

The next step was importing out footage into after effects, we did this by going to file>Import and then choosing the file we wanted to work with. Now our footage was ready to be edited 

and rotoscoped. I also used the shortcut Alt>square bracket keys left or right to clip my footage, this made my footage shorter and easier to work with. 

This is the Stretch tool we used it to make our footage faster or slower depending on how we wanted our outcome to look, the lower the number the faster the speed the higher the number the slower it went. Because I wanted a walk pace I used 200 I felt that this was a high enough number for it to be not too slow but not too fast. 

We were told that these were the most important settings when we were first setting our after effects file up, we needed to ensure that the button called "PRESERVE CONSTANT VERTES" was un-ticked, this made it so the keyframe before the last one wasn't deleted and all of the footage remained in tact. After we had untucked this we could click ok and carry on with our creation. 

At this point of the rotoscope I felt very comfortable with what I was making, because I am used to using a lot of the pen tool in Illustrator I got to grips with using this pen tool quite easily

We used the Pen tool in after effects to create our mask, we then moved the playback head until we got to a point where the character we were tracing moved slightly out of the pen lines, we then adjusted the lines of the pen outline so that the new position of the character matched up with the new pen tool lines. I repeated this until I was happy with the outcome and that the looped effect was sufficient. The set the time originally to 2 seconds but in my case I found that it took another second to be fully complete. After we had completed the pen tool outlines we made a new composition and dragged the original comp into the timeline. We could now interchange between the two compositions and anything I edited on the previous comp was now updated on the new comp as well. 

In the new comp we made the length of the composition 10 seconds and then used the Time remap tool which was situation on the 3 little lines on the main comp button, we created new keyframes so that the last keyframe wasn't blank, this made the animation finish on an action shot and made the whole thing loop and work all together. 

I added a black solid by using the Layer solid tool and used the toggle switches and mode and trakmat to make a silhouette in the shape of the character, I preferred this to the actual character because it made the effect of the desert more realistic and the implication of the character being hot and shadowed under the sun. 

Rotoscoping from Josh Juhasz on Vimeo.

This is my final looped animation, Overall I am happy with the outcome and the process we went through was pretty understandable, I feel that If I was to use this method in the future I would be much more prepared. The background and the characters movements work well together and the composition as a whole works together. I enjoyed this process and production and I feel that I could use rotoscoping in the future if I needed to. 

Pete Norris Lecture: 26th October 2015

Business and Design


Market Issues

Market Segment
Real market issues
End user aspect 

Communication issues

• Shannon & Weaver Model of Communication 
• Sender  > The message > Encode > Transmit > Decode > Receive 
•  Once you send it you could have Noise/Interference this is anything that interferes or obscures the message you are trying to send. An example of this would be a billboard with the company name covered with dirt. 

Once the message has been decoded this does not mean to say that the receiver understands the message you are trying to get across. Every piece of design that is created goes through this process and it is imperative that it works because if it doesn't work the design doesn't work. 

The sender needs to think about the ethics and the reason for communication to make sure that the message is clear in the receivers mind. If anything is disrupted 

BRAD: British rate advertising data you can search for any magazine that is published in this published, you can get a whole series of direct contacts to Graphic designers and Editors. This is helpful when looking at placements if you want to create page layouts and magazines. 

DCM: Digital Cinema Media This is more for animation, but it's intentions are the same links and direct contacts are on this site. 

Once you know all this you can start to design, knowing where you are going is 90% of the problem. Once you have it decoded, the receiver is going to have problems. If the receiver isn't in a good mood it doesn't matter how good the designer is you can't do nothing about it. Especially on the 26th January it's the worst day of the whole year apparently! 

Attitude specific: what are the attitudes of the people that are receiving your design? 

The film swordfish was pulled because of the tragedy of 911, you need to know when to pull your design because if you don't and it gets released at the wrong time it can reflect badly on you and make you look unsympathetic and cruel. 

Mental state relates to all of these different aspects... 

1. Sex
2. Age
3. Emotion
4. Experiences 
5. Memory (Of a nation: 911) 
6. Social 
7. Psychological 
8. Learning

0-14 years: Highly inquisitive (Experimental, learning by touching) 

14-30 years: Social independence (Walking behind/In front of parents) 

55-85 years: Social dependence increases (More socially dependent) 

Scotopic vision: Night time vision where you really only see shades of blue. 

Photopic vision: Day time vision where all of the colours are usually bright and easy to see. 

Managers and Designers are completely different, Managers focus more on people and systems while designers focus more on things and the environment they are in. Designers are much more short term rather than managers, briefs are short and the focus is on getting it done to the best of our abilities. 

Justification is very important, the manager needs to be able to understand why you have done something a certain way, you might have an amazing design but unless you explain it in his terms and terms he is interested in he's not going to understand why the design will benefit him/her. Be definitive and confident in what you are pitching. Why have you done it? Why will it relate to your market? 

"First Things First" Manifesto

This is the first things first manifesto that we read in our seminar, we were asked to read the manifesto and pick out key words and phrases that matter the most to us and resonate with our practice. After I read it I identified that the manifesto was all about how designers talents are wasted in the present on toothpaste commercials and advertisements that don't really matter that much. The manifesto is saying that we could be doing better things, more important things which put our talents to better use. Why can't we work on environmental and political problems instead of making advertisements and posters for "Dog food". 

The manifesto means a lot to me because I believe the same, that we as designers are forced to waste our talents on things that don't really matter too much. At least not as much as wars and environmental issues. Marketing and branding designs are becoming too infested, and we deserve to be put to better use. 

This is the next process we went through, a process called "Radication". Where we erased things that didn't matter to us and things that we wouldn't want in our own manifesto. I erased quite a lot and found that the paragraph I kept the most intact was the second paragraph where we talk about how we perceive design and how we could be doing much more important things. This is the paragraph which effects me the most and the one that I wanted to keep the most of. In one paragraph I removed all of the words apart from "Consumerism is running uncontested", I felt that this phrase sums up perfectly how we the technology generation are focused on consumerism we are brought up with advertisements shoved in our face and forced onto us by brands. It's about time that this consumerist generation started thinking for themselves and started to look at design not for it's advertising techniques but for its design and artistic merit alone. 

Spencer's Lecture: 23rd October 2015

Emigre Magazine

1984 - 2004 - typography magazine
The Apple Mac meets a dislocated team of designers
Rudy Vanderlands (Dutch founder, editor, designer)
Zuzana Licko (Czech founder, typeface designer)

The original intention was to focus upon liminality - "Inbetween-ness"
Showcase work of Emigres: writers, artists, actors who live or had lived outside their country of origin.
Emigre exploited the quirks and possibilities of software to produce a new innovative design language.
After issue 3 it became known for coarse bitmap typeface created by Vanderlands Zuzana Licko (partner and wife)

Personal Research:

My Thoughts: Personally I don't like EMIGRE magazine because of how post modern it is, the layouts and designs seem random and thrown together, I prefer a much more modernist style because of the structure and the kind of set guides behind it. Although many post modernists say that modernists lack emotion and creativeness when designing I feel that modernism still withholds the same amount of emotive visual language it's just displayed in a different way. 

Its weird looking at the cover and then looking inside the magazine itself, the cover is very post modern, no particular grid system is used or setting for the type and one image that is held on the cover. We look inside and we get a sense of a neo modernist style with some grid implications incorporated into the magazine. I really can't understand this magazine because of it's style, the magazine itself is obviously based on typography and different types but from looking at the style I can't fathom what the style of the magazine is all supposed to be about. 

Critics:

Massimo Vignelli (Neo modernist)  
"A national calamity"
"An abberation of culture"

Darvid Carson (postmodernist)
He once championed their work for its aggressiveness
Then began to condemn it for being too readily identifiable, therefore unusable.
Magazine published with the words "No Emigre fonts" although the logo itself was Licko's Senator.
Ironically it was designers like Carson who had popularised the style.

Stephen Heller (middleground - design journalism)
"A blip in the continuum"
"Cult of the ugly"

Output:

• Issue dedicated to Vaughan Oliver, trying to contextualise his work. 
• Known for having a very diverse involving style. 
• Can see a set of tendencies that are manifested in a number of different ways. 
• Use of very organic experimental type forms, use of ornate technical forms.
• They often collaborated with particular designers/design groups. E.g Designers Republic, David Carson, Experimental Jetset. 
• Tuning into a combination of punk aesthetic with a very expressive and artistic form as well as being playful and experimental with the construction. 
• They talk about type and composition, heated discussion. 
• Influenced by the idea that there are technological aspects to page design - reflected political and social shifts in art, culture and communication. 
• Tried to destabilise the post-war design ethic of righteous form.
• Contested universal graphic vocabulary, built on grid systems which was adopted by corporate culture.
• Relaxation of grids, provocative clutter and visual forms of anarchy.

Monotony of 'International Style'

The text is as provocative as the imagery, not a balanced argument.
"A rant with visual elements". A rant against modernism.
Trying to ironically drawing attention to the fact it's not expressing anything.

Old modernism:

• Mostly black and white, bit of primary colours. 
• Helvetica, lots of white space. 
• Big ideas, visual puns that everyone understands. 
• Organising principals are expressed through vigorously articulated systems. 
• Iconic.
• Form follows function.
• Less is more,
• Lots of use of bars and lines. 
• Collage. Imitates fine art. 
• Geometric.
• Ornament is a crime. 
• Precision craftsmanship. 
• Simplicity is best. 

Modernism 8.0

• Mostly black and white with tertiary and a bit of primary colour. 
• Helvetica. Empty space. 
• Little ideas and visual slapstick that nobody understands. 
• Form follows function but function is negotiable. 
• Less is safe. 
• Underlines and strikethrough. 
• Crude collage. 
• Imitates fine art. 
• Form is provided by software. 
• Bitmapped abstraction. 
• Whats an ornament? 
• An obvious repression of any expression, afraid of unable to express themselves. 
• Whatever. 
• Simplistic is popular. 

Personal note: I find it funny how post modernism is being told as "Old modernism" because of how post modernist design feels it has changed the face of design. 

Format changes:

Tabloid
Smaller news magazine
Issue 60 (audio CD)
Issue 62 DVD "Catfish"
Emigre Music Publishing

In part these were attempts to move away from a style that was being commerciality appropriated (MTV, mainstream fashion, designer and music magazines of the 90's)

I AM: Further Research

Cucurumbé by Ceci Peralta - 

This is an of research I have found where a grid and typography has been used, this has helped me come up with more ideas for the layout of the type and how it will appear on the grid as a composition. This piece by Ceci Peralta has made me realise that although it is about the type and how it looks and compares to the word it also matters how we look at it as a 

whole composition. 

Hope Strength Courage by Mary Kate McDevitt: 

I was fed up of drawing in grids and I wanted to do something different, this piece by Mary Kate Mcdevitt doesn't use a grid and I think that's its much more up my street in terms of how the composition is presented. I feel that this type of composition is much more creative because of how there are no real restrictions. Working in a grid is great for setting your type but as far as being creative is concerned I found it to be 

quite restrictive. 

My idea inspired by research

This is a design I have created from the further research I have made, some sort of grid has been used to make the type look more geometric and 3 dimensional but I feel that I felt freer when I was making this than i did when I was making the first type using nothing but the grid. 

  I have used the word "MONUMENTAL" in this phrase along with "I am" to create this design, I have focused again on the word and the meaning behind it. Monumental obviously meaning something huge and epic, for this reason I have made the style of the font and whole phrase in fact very bold and looming; I felt that this captured the essence of the word and helped me describe how monumental the phrase actually is. I chose this word in the first place simply because it was the first interesting word that I thought of! I also felt that this word would be able to hold it's own and give me plenty of ideas to what the style of the phrase should appear like. I have created a 3D effect by using a perspective technique where the letter is stretched at an angle to create the effect of a 3 dimensional shape. I feel that I could develop this forward and make some great designs around this word, maybe buildings or an actual monument could be formed out of the phrase which would be very interesting. 

"I am" Development

This is my next development of my "I am" typography piece. Before this development I was creating smaller "I am" pieces on a small A4 16X16 grid. In this development I have gone bigger and better by using a whole A4 page for each of the letters in my type. First I used a pencil and sketched out a replica of the original on separate pieces of paper. I then added some detail to make the type look more interesting and personal. I like the composition of the type as a whole and how the layout looks. Because of where the letters are positioned it looks quite blocky and full. I have done this on purpose to try and make the link between the actual word and the type itself, I think by making the letters and the type "Monumental" in themselves this makes the type and the design as a whole a lot stronger. I am happy with leaving the spaces blank I feel more design might ruin it instead of adding to it.

After speaking with a tutor we both agreed that the previous development of my "I am" type lacked a little bit of depth and gravity, I decided to fill the 3D parts of the letters in a black colour to make the 3 dimensional effect much more emphasised and bigger. This also gives the individual letters more clarity and makes them a lot easier to read. I am happy with this final text as I feel that the type lives up to the name and offers a monumental appearance. I think that this type would look great as a sticker on a wall of window! The layout of the text has been well thought out and the letters themselves are all unique with the different cracks and imperfections. Overall I am very happy with how the completed "I am" type looks, I feel that if I would continue to develop this type I would add brickwork and more features to the type and vectorise my design to continue to polish and finish my final piece.

Peter Norris Lecture: 19th October

Buyer and behaviour

Need recognition, 
Search, 
Pre-purchase 
Evaluation, 
Purchase, 
Consumption 
Post purchase evaluation (Good decision, Bad decision) 

Maslow's Hierarchy of Needs

1. Physiological-         Food, Water
2. Safety-                     Shelter, Defense
3. Belongingness-       Relationships, Family, Home
4. Esteem & Status-   Power, respect, worth
5. Self Actualisation- Personal Values

        
         Which Product?

• Memory: (Good, bad or indifferent) 
• Long Term/ Short Term
• 
  
• Aesthetics: Does it look right?
• 
  
• Emotion: Does the product have to evoke an emotion?
• Love, Conscience, Hedonism
• 
  
• Genetics: Men vs Women
• 
  
• Logic and range of choice
• 
  
• Attitude to risk: Some people will be happier taking
• a risk that others.
• 
  
• Nature of Problem routine: Simple vs Complex
• Low/ High involvement. 
• 
  
• Religion/ Belief structures 
• 
  
• Legal issues 
• 
  
• Others views: Peers, Friends, Family
• 
  
• Financial issues

We were asked to choose a product and write the market information, collectively this is what we came up with. We decided to look at Kinder and the Bueno chocolate bar specifically looking at the pros, cons and target audience etc.