Thursday 15 January 2015

OUGD601 - Evaluation

What skills have you developed through this module and how effectively do you think you have applied them?
The main skill I have developed through this module is my ability to research and learn about what is defined as useful research for a project. While a method research for one project might be extremely useful in that, it does not mean it will necessarily be of same use in another. I think that this module has allowed me to understand the type of research which was necessary to create my essay and final conclusion.

The majority of my research was secondary, looking in books and online primarily, however for the practical element of this project, there was a need for first hand research in getting peoples opinions in the form of a focus group, which helped draw my final conclusion for the entire project. While I have never done this before, and was a bit hesitant, I found it surprisingly easy to do and that people are a lot more forthcoming to participate than originally thought.

I think that my research skills have developed throughout this module as it has been a subject of my choosing and the research has all been relevant to my design practice and interests, meaning I found it all interesting and beneficial to do instead of the doing the research because I had to.

My writing skills have also improved throughout this module as well. While I was initially hesitant and worried about the writing element, once a structure was created, I found that it was very easy to talk about the subject and find the correct source material as, once again, it is a subject I am interested in. I have previously found the writing element to this module tedious and unenjoyable, however writing this essay has proved to be beneficial to my design practice and knowledge about design.

What approaches to/methods of design production have you developed and how have they informed your design development process?
The method of design that I have developed through this module has been creating hand drawn typography. At the beginning of the academic year I had never really done much of it, and while I was interested in the subject, never felt confident enough to create this style of design myself.

In setting myself a brief in OUGD603 to create a piece of hand drawn typography, it gave me the confidence to utilise this skill in this module, which was the original intention from the beginning of the year. I now feel confident in my ability to create a style of hand drawn typography that I am comfortable with and can continue to build upon.

Another method of design production I have found to have helped me is in creating a piece of design around a subject that I am researching. I have found that this makes me more inclined to do better research, because instead of using the research for just an essay or informing a piece of design, creating a publication or document around one specific subject means I must pay close attention and actually take in what I read. This is the case with the typography principles, in which I had to research into for the first chapter of my essay. Because I created a publication in OUGD603 around this subject, I now feel much more confident in the language and terminology used in this subject.

What strengths can you identify in your work and how have/will you capitalise on these?
The main strength in my work is in the practical side. I think that the advertisements I created were visually strong, and the responses I got back really helped cement the synthesis between this and my essay. The use of my own hand drawn typography really put that bit more investment into creating a good design as it would my own drawing skills which would influence the outcome of the poster design. As well as this, working with a subject that I chose kept me interested throughout the whole project.

I think that another strength was in my time management of this project. Writing a large draft between my first and second tutorial really helped me in the overall development of the project. I utilised the tutorials well and got helpful feedback for the writing as well as my practical as it developed with the essay. Having this initial draft done so early on really helped me in the development of the entire project as I did the hardest part early and just had to build on it. It also set me up well for the practical as I could focus primarily on that over the last couple of weeks of the module. Having the written element fully completed allowed me to create a practical piece which worked with it and with having to make many changes, as would happen if edits were made to the essay.

What weaknesses can you identify in your work and how will you address these in the future?
I think the weakness in my work is in the synthesis of the project. While I am confident that there is synthesis, I do wonder if there was a better way to go around getting a synthesis, and if there was a better outcome for me to create which would support this much better.

Identify five things that you will do differently next time and what do you expect to gain from doing these?

  1. Choose a topic immediately that is simple and has a point to it. At the beginning of the project I thought too much into what I wanted to do and instead of looking for one simple question that I wanted to investigate, I had a very general one with many questions underneath. While I was clear in my desire to work in typography, I didn't immediately realise what I wanted to do with it. It would have benefitted me greatly to have properly figured this out initially.
  2. Think about alternative outcomes for the practical side of the brief. Throughout this project I have had one main idea for what the practical would be, and while this is what I did and was successful, I do think that I should have explored other options so that I could make a decision on what would best suit the subject and project, not just go with what I had.
  3. Create something a bit more dynamic. Leading on from the last point, I feel that while my practical outcome created synthesis, I don't feel that it is something that I will ever really use again or show to anyone. I think that in looking at other options, I could have created something that I was proud of and could be used in the future as well as for this module.
  4. I would liked to have done a bit more research before writing the essay so I had a much more focussed approach when it came to the initial stages of this.
  5. I would liked to have stared the practical work a bit earlier so I had more time to create a much more in-depth questionnaire for the focus group, getting more information for each individual poster.


How would you grade yourself in the following areas;
0 - Bad, 5 - Good

Attendance: 5
Punctuality: 5
Motivation: 4
Commitment: 5
Quantity of work: 4
Quality of work: 4

OUGD603 - Practical: Design Boards

Wednesday 14 January 2015

OUGD601 - Project Rationale


The aim of this project was to discuss and explore the place Typography has in Advertising, past and present.

The development in typographical design has grown exponentially since the creation of the computer, and this has greatly altered the use of type and the written word in all forms of information output, and particularly in Advertising.

The use of type in Advertising has always been important in putting the message across directly and immediately to the audience. The way in which typography is presented affects the entire tone of voice for the Advertisement and for the brand itself.

In more recent years brands have been moving to use hand drawn/ rendered type design to create a personal and more human connection with the consumers. This was shown using McDonald’s as a case study in the written essay.

To see if typography does affect a consumers view of a product and brand, I created a series of promotional posters for one product - McDonald’s’ The Big Mac. The posters are identical in design, but each has its own typeface, following the general classifications discussed in the essay:

  • Blackletter
  • Old Style
  • Transitional
  • Modern
  • Slab Serif
  • Sans Serif
  • Graphic
To come to a conclusion on the subject, an in-depth questionnaire was created and given to a focus group of eight individuals alongside the seven posters. The findings are documented in the Response Booklet. 

OUGD601 - Practical: Final Posters

OUGD601 - Poster Responses Booklet

To conclude this project and bring together both the essay and practical, I decided to create a document which detailed the project rationale, key research areas, how these work towards the practical, the summarised responses to the series of posters, and the final conclusion drawn from these responses. This will be printed and perfect bound for hand in.

PDF:

Tuesday 13 January 2015

OUGD601 - Links to OUGD603/602

While doing this project, I have had strong links to my practical work in OUGD603, creating two briefs around the subject of typography.

Brief 1: 30 Days - Link

Brief 2: Typography Principles - Link

Self Branding Typeface - Link

OUGD601 - List Of References

Bibliography & Reference List

Books
Ambrose, G. and Harris, P. (2011 [2006]) ‘The Fundamentals of Typography’, 2nd Edition, Switzerland: AVA Publishing SA

Bringhurst, R (2005 [1992]) ‘The Elements of Typographic Style’, 3rd Edition, Canada: Hartley & Marks, Publishers

Carter, R. and Day, B. and Meggs, P. (2012) ‘Typographic Design: Form and Communication’, New Jersey: John Wiley & Sons, Inc., Pg. 38, 112, 114

Crow, D. (2010 [2003]) ‘Visible Signs: An Introduction to Semiotics in the Visual Arts’, 2nd Edition, Switzerland: AVA Publishing SA

Elam, K. (2004) ‘Grid Systems’, New York: Princeton Architectural Press, Pg. 97

Erler, J. (2014) ‘Hello I am Erik. Erik Spiekermann: Typographer, Designer, Entrepreneur’, Berlin: Gestalten, Pg. 24

Garfield, S. (2011 [2010]) ‘Just My Type: A book about fonts’, 2nd Edition, London: Profile Books

Gill, E. (2013 [1931]) ‘An Essay On Typography’, London: Penguin Books,

Heller, S. and Ilic, M. (2012) ‘Stop, Think, Go, Do: How Typography & Graphic Design Influence Behaviour’, Massachusetts: Rockport Publishers, Pg. 47

Heller, S. and Talarico, L. (2011) ‘Typography Sketchbooks’, London: Thames & Hudson

Heller, S. and Thompson, C. (2000) ‘Letterforms Bawdy Bad & Beautiful’, US: Watson-Guptill Publications, Pg. 57, 59, 61

Heller, S. and Vienne, V. (2012) ‘100 Ideas That Changed Graphic Design’, London: Laurence King Publishing Ltd

Hollis, R. (2011 [1994]) ‘Graphic Design, A Concise History’, London: Thames & Hudson

Jury, D. (2006) ‘What Is Typography?’, Switzerland: RotoVision SA

Long, N. and Long, S (2006) ’S book 3: Interviews With Typographers’, London: Art Books International

Lupton, E. (2010 [2004]) ‘Thinking With Type’, 2nd Edition, New York: Princeton Architectural Press, Pg. 13, 15, 54, 132

Marshall, L. and Meachem, L. (2012) ‘How To Use Type’, London: Laurence King Publishing Ltd, Pg. 100, 102, 105

McLeans, R. (2000) ‘How Typography Happens’, New Castle: The British Library

Packard, V. (1991 [1957]) ‘The Hidden Persuaders’, London: Penguin Books

Perry, M. (2007) ‘Hand Job: A Catalog of Type’, New York: Princeton Architectural Press, Pg. 10

Poynor, R. (2007 [2001]) ‘Obey The Giant’, 2nd Edition, London: August Media Ltd.

Poynor, R. (2002) ‘Typographica’, New York: Princeton Architectural Press

Poynor, R. and Booth-Clibborn, E. (2000) ‘Typography Now: The Next Wave’, London: Booth Clibborn

Sandu Publishing Co. Ltd (2013) ‘Branding Typography’, Hong Kong: Sandu Publishing

Shaughnessy, A. (2010) ‘How To Be A Graphic Designer Without Losing Your Soul’, London: Laurence King Publishing

Spiekermann, E. (2014) ‘Stop Stealing Sheep & Find Out How Type Works, 3rd Edition, USA: Adobe Press, Pg. 13, 41, 73, 77

Squire, V. (2006 [2000]) ‘Getting it Right with Type’, London: Laurence King Publishing Ltd

Vignelli, M (2010) ‘The Vignelli Canon’, Switzerland: Lars Müller Publishing, Pg. 16, 30

White, A. (2007) ‘Advertising Design And Typography’, New York: Allworth Press, Pg. 176

Williams, J. (2012) ‘Type Matters’, London: Merrell Publishers Limited, Pg. 35



Web Videos

Carter, M. (2014, March) Matthew Carter: My life in typefaces [video file] Retrieved from 

Carson, D.  (2003, February) David Carson: Design and discovery [video file] Retrieved from http://www.ted.com/talks/david_carson_on_design



Websites

Ancient History Encyclopaedia. 2011. Cuneiform [online] Available at http://www.ancient.eu/cuneiform/ [Accessed on 10 November 2014]

Ancient Scripts. 2012. Sumerian [online] Available at http://www.ancientscripts.com/sumerian.html [Accessed on 10 November 2014]

Business Insider UK, 2014, McDonald's Is Desperate To Change Its Image [online] http://uk.businessinsider.com/mcdonalds-new-approach-with-millennials-2014-12?r=US [Accessed on 17 December 2014]

Canali. 2013. Job Wouters’ interview [online] Available at http://www.canali.com/en/ledizione/200-steps/job-wouters-interview [Accessed on 24 November 2014]

Design.org. 2011. Designer Interview: Hand-Letterer Simon Walker [online] Available at http://design.org/blog/designer-interview-hand-letterer-simon-walker-part-i [Accessed on 24 November 2014]

Design.org. 2011. Designer Interview: Hand-Letterer Simon Walker [online] Available at http://design.org/blog/designer-interview-hand-letterer-simon-walker-part-ii [Accessed on 24 November 2014]

Design Instruct. 2011. The Basics of Typography [online] Available at http://designinstruct.com/tools-basics/the-basics-of-typography/ [Accessed on 2 November 2014]

Design Week, 2014, Marks & Spencer Debut Only M&S Logo [online] http://www.designweek.co.uk/news/marks-and-spencer-debuts-only-ms-logo/3039019.article [Accessed on 2 December 2014]

Emigre Fonts. 2000. Zuzana Licko answers frequently asked questions [online] Available at http://www.emigre.com/Licko2.php [Accessed on 2 November 2014]

Emigre Fonts. 2000. Interview with Zuzana Licko [online] Available at http://www.emigre.com/Licko3.php [Accessed on 2 November 2014]

fonts.com. 2014. Type Classifications [online] Available at http://www.fonts.com/content/learning/fontology/level-1/type-anatomy/type-classifications [Accessed on 2 December 2014]

Fonts In Use. 2012. McDonald’s French Fry Ads [online] Available at http://fontsinuse.com/uses/1614/mcdonald-s-french-fries-ads [Accessed on 9 November 2014]

Frank. 2013. Talking Typography: An Interview with Sean Williams [online] Available at http://www.frank151.com/news/talking-typography-an-interview-with-sean-williams.html [Accessed on 18 November 2014]

Graphic Design History. 2011. Methods of Type Classification [online] Available at http://www.designhistory.org/Type_milestones_pages/TypeClassifications.html [Accessed on 2 December 2014]

idsgn. 2009. Know Your Type: Gotham [online] Available at http://idsgn.org/posts/know-your-type-gotham/ [Accessed on 15 November 2014]

ITV News, 2014, McDonald's to allow customers to customise burgers for first time [online] http://www.itv.com/news/2014-12-10/mcdonalds-to-allow-customers-to-customise-burgers-for-first-time/ [Accessed 17 December 2014]

Luke Ritchie, 2014, McDonald’s McFlurry [online] http://www.lukeritchie.co.za/portfolio/mcdonalds-mcflurry/ [Accessed 2 December 2014]

Marks and Spencer. 2014. Our Heritage [online] http://corporate.marksandspencer.com/aboutus/our-heritage [Accessed on 2 December 2014]

Mark Simonson Studio. 2013. Sons of Typecasting [online] Available at http://www.marksimonson.com/notebook/category/son-of-typecasting [Accessed on 8 November 2014]

Nate Williams. Hand Lettering Interview with Nate Williams [online] Available at http://www.n8w.com/wp/927 [Accessed on 25 November 2014]

Smashing Magazine. 2013. Making Sense of Type Classification (Part 1) [online] Available at http://www.smashingmagazine.com/2013/04/17/making-sense-type-classification-part-1/ [Accessed on 2 December 2014]

Soderhavet. 2014. Global Brand Sweden [online] Available at http://soderhavet.com/en/projects/sweden/ [Accessed on 15 November 2014]

Spyrestudios. 2011. 45 Creative Typography Print Ads [online] Available at http://spyrestudios.com/45-creative-typography-print-ads/ [Accessed on 22 October 2014]

The Great Discontent. 2012. Interview No. 033: Jeff Rodgers [online] Available at https://thegreatdiscontent.com/interview/jeff-rogers [Accessed on 15 November 2014]

The New York Times. 2008. To the Letter Born [online] Available at http://campaignstops.blogs.nytimes.com/2008/04/02/to-the-letter-born/?em&ex=1207454400&en=fc018196e1792388&ei=5087%0A [Accessed on 2 December 2014]

The Sharpie Blog. 2012. Youngjerks’ Dan Cassaro Shows Off His Sharpie Stuff [online] Available at http://blog.sharpie.com/2012/01/youngjerks-dan-cassaro-shows-off-his-sharpie-stuff/ [Accessed on 18 November 2014]

Truth Creative. 2014. Truth Founder, Darren Scott Interview [online] Available at http://www.truth-creative.co.uk/news/19/9/2014/truth-founder-darren-scott-interview [Accessed on 24 November 2014]


What The Helvetica. 2012. Font Fetish Friday: Gotham [online] Available at http://www.whatthehelvetica.com/2012/03/30/font-fetish-fridays-gotham/ [Accessed on 15 November 2014]