After the client had viewed all of our products, he gave us some feedback. As he couldn’t decide of the best idea, he asked for us to all work on our own groups idea individually. We must think of the sterile conditions (is the idea possible with hygiene etc.).
We need to make a 1 page PDF file with designs and visuals and also make a final product if it is needed. As well as a digital file, we need to print the 1 page PDF in order for the client to take it away.
There could be potential prizes.
Vanishing point is an extremely useful tool in Photoshop as it allows the user to be change the perspective of the selected items making them have a 3D/ realistic effect. I was playing around with the tool and managed to put text of the floor of a road saying ‘stop driving so fast’ (as shown below).
As you can see from the image above I was able to select different points on the image in order to tell the software the perspective I wanted my text to be at, and it automatically fitted the text onto the road. I feel that this tool is extremely useful, particularly in my most recent brief as I could show a potential idea of my design on a wall in the fruit factory. This will make it easier for my client to visualise my designs.
Semiotics is the study of signs, how acts of communication can contain meaning. We undertook a quick divergent thinking exercise to think of as many connotations of an apple as possible. The thoughts that came into my head were:
Ferdinand de Saussure is a theorist of semiotics, however he studied linguistics, therefore the majority of what he proposed was language, rather than visual communication.
The 2nd exercise was to list as many signifiers that we as designers will use in order to allow the audience to signify. Below is a small list of signifiers:
- Camera angles
- Body Language
DENOTATION – The simplest level of what is seen (Heard, smelt & so on)
CONNOTATION – What it means to you, what it makes you think of..
POLYSEMIC IMAGES – An image with many meanings. It can be interpreted in multiple ways, all interpretations are completely different
We were split into 5 different groups evenly mixed between the 3 different year groups. Our group called the campaign ‘Pride in the process’ as our original idea was to inform the employees of how far the fruit has travelled and for them to carelessly drop the fruit is unacceptable. The employees at the factory are the ‘middle-man’ as the ‘journey’ of the fruit doesn’t end with them, it ends when the fruit is on the consumers plate, which is a few steps after them. Their role is extremely important and we wanted to tell them this in a positive way instead of putting them down due to either guilt or negativity.
One of our group members had an original idea however we felt it didn’t suit the original message we wanted as it showed fruits leaving the factory with celebration and some fruits leaving with commiserations due to their looks. This isn’t what we wanted as the employees cannot affect this number of waste as it is down to the supermarkets only wanting ‘good looking’ fruit. Below is the image of the sketch.
After this we felt as though we could convey a message through the use of symbols as the employees speak little to no english, and so we decided to illustrate the journey of the fruit through a timeline process. As you can see in the sketch below we wanted to show the fruit in the farm, in the post and at the factory as it shows the different stages the ‘life’ of the fruit has.
From this, James, a member of our group used his skills in graphics to design the characters on his computer, making these light-hearted characters.
Below are 10 tips for socially conscious designers:
- Creation & Conflict – Before working with clients you should ensure that what you are designing is socially acceptable and couldn’t cause conflicts between people because of their beliefs, religions, cultures etc. This could have a negative impact on your ‘image’.
- Target Audience – Think about the messages you are trying to portray through your design to the target audience as it can have an extremely large influence towards to audience and so ensure the message is clear and precise.
- Engagement with client – Ensure that you are 100% sure of what the client is wanting as this could cause potential upset in the future if you design something that isn’t what the client wanted – again could have a negative implication on your ‘image’.
- Make sure you fit the needs – Don’t just say to the client that you can do the design as each designer has their own style and skills. Be 100% certain that you are able to meet the clients needs as if you are not as ‘confident’ in the area the client is requesting there is a potential for a poor finished product.
- Question the Power & Effect – Once you have created your design before you send it off to print/ finalise it, question the messages that could be conveyed by visual communication and if it could potentially be mis-read in any way. You can do this by asking peers/ members of the target audience to see what they understand from the design.
- Measuring the impact – As a designer you need to measure the impact the final design will have on the audience and yourself. For example the design could increase the awareness, to make people take action (environmentally friendly), behavioural change, more revenue etc.
- Be Socially Conscious – As a socially conscious designer you should ensure that you are socially conscious in your everyday life as this will help you to expose yourself and create a larger understanding of this topic area.
- Authentic Communication – Be authentic with your clients and target audience. Being able to empathise with the client/ target audience has been proven that it creates more success of a project
- Be Unique – Stand out in a way that the audience looks at your work and can instantly recognise that it i your product. Be unique in a style/ theme (design wise) not in the way that you are immoral/ discriminative.
- Budget – Only spend the money where it is necessary, this is because as designers we need to undertake many different procedures that cost money and we need to cut down as much as possible in order to keep the project as cheap and effective as possible.