Evaluation [PW]

  1. Visual Communication

I feel as though I now have a clear understanding of visual communication due to this project, it has enabled me to be able to explore different ways to communicate to the target audience with a strong difficulty – being that the target audience are non-english speakers. I feel as though I could’ve researched into visual communication a bit more as I believe that there is far more to understand than just semiotics, this is because semiotics is a study of signs and symbols and the understanding of how their are represented, which is extremely useful for visual communication, however there are many more subject areas within visual communication that I feel as though I should research more into.

At the beginning of this project my group and I came up with the idea to promote pride in the employees jobs by showing a process/ a journey of the fruit as it should increase the ‘value’ of each piece of fruit as it has been through many different stages before reaching the factory workers. I feel as though showing a process is a strength when dealing with non-english speakers as using arrows allows the target audience to be able to work out themselves the message that is trying to be conveyed by following steps.

As my target audience are non-english speakers I decided to remove as many text as possible in order to prevent confusion to the employees. I thought about including text which has been translated from each language of the employees however I feel as though this would remove the importance of the visual message that I am trying to convey. I wanted to show the different locations that the fruit has traveled from, in my product I chose Peru as it was an example we were given by our client, the fruit takes 6 months to harvest and then a week or longer to ship over. I decided to mask out a map of the world into a piece of fruit as the main attraction to the poster to represent the piece of fruit as the world. I added a few graphics in within this to show an airplane travelling between the two countries, Peru & UK with a distance showing how far it is – again increasing the fruits value.

After reviewing my final product I believe that my design could be misinterpreted/ read by the audience as I feel as though my illustrations are not as clear as they should be, the reason for this is because it was my first time using a graphics tablet and also my artistic skills are not the strongest and I feel as though this is an area I need to improve on. In order to improve on illustrations and sketches I will ensure to find my own artistic style and to stick with that and keep practicing to draw different characters/ symbols.

2.   Reflection of own working practices:

My time keeping of this brief was extremely well perfected, the main reason for this was because I started sketching ideas as early as possible and this certainly enabled me to brainstorm as many ideas as possible and to make a fast start on the creation process.

I fully understood the brief, the main reason for this is because we worked in groups at the beginning of this project which allowed me to see different ways the brief could be interpreted. After discussing with my group members about this brief I feel as though I fully understood and met the briefs requirements.

My research for this project wasn’t as good as I felt it should’ve been, the main reason for this is because I found it extremely difficult to relate this scenario of preventing fruit waste to any situation I have encountered/ seen before. I researched into the client’s company in order to find out information of the company, what it does, how it operates and some of my group members undertook primary research as they were able to visit the fruit factory to see what it looks like. Aside to this I feel as though I should’ve done more research and in the future I will ensure that I research more heavily into other fruit campaigns.

I really enjoyed this project, the main reason being was because it was nice to work with a ‘real’ client and we were able to meet our client, engage in conversation with him and I found this much more interactive than a regular brief. However what I didn’t like about the project so much was the fact that it was so open to many different interpretations and that it was extremely difficult for me to visually communicate through images only, as the target audience were non-english speakers. I also found the pecha-kucha presentation of my design to the client very nerve-racking, however I feel as though this is because I have never performed a pecha-kucha before and so after more and more practice of presenting I will become more and more confident.

PW Pitch to Client

Today I pitched my design to the client in a Pecha Kucha presentation, I also gave the client a PDF print out of my product and the steps involved to create the design, I feel as though this allows the client to understand the process and so they feel more involved with the design.

As this was my first Pecha Kucha I feel as though my timings were slightly out, this could’ve been down to nerves or not having the experience with presenting in a timed situation. However the client gave me some constructive criticism and said that he really liked the aesthetic design of my product however he felt as though it could’ve done with some more fruit as there was only use of apples and strawberries when the fruit factory has many many fruits than those.

Design Process [PW]

For my initial idea I had to revolve around my groups campaign ‘Pride In The Process’, the meaning of this is to make the employees take more pride in their job as it is an extremely important part of the process. We wanted to make the employees feel positive about their job and remove all negativity, this would help to give off the positive vibes.

Firstly I started off by sketching my idea of a piece of fruit in the centre and around the apple in a circle there are different characters which represent the different people involved within this process. Below is a photograph of my initial sketch.unadjustednonraw_thumb_5b5

As you can see the main attraction to the image is the apple in the centre of the poster which shows as an example a location of where some fruit is travelled from (Peru) and it has to travel over 10,000km to get to the UK. There are also other images around the outside to show the process however as time progressed into the production stage I decided to change those images slightly.

Next I sketched the characters that I wanted to use for the process around the outside of the apple, you can see these below.

These sketches do look extremely basic, however I felt that this was the best option as reflecting on the clients original feedback he said that he really liked one of our group members illustrations because they weren’t too serious and make the design light-hearted, yet still conveys the message effectively. After I made these sketches I took photographs of the products and put them into my Adobe Illustrator program in order to sketch over them with a graphics tablet, below are some images of my process.

As you can see I effectively traced over my sketches to make a digital copy and then filled them in with colours in order to fit the generic conventions (of a farmer, postman, employee at fruit factory.) I did the same for the apple and managed mask out the map of the world into the apple using image trace and playing around with the rotation, positioning and scale of the world. I feel like it gives the effect that is has been half eaten/ rotted away, there are many different ways one can convey this message.

Finally once I had digitally drawn all of the sketches I changed the positioning of them and rotation in order for them to fit onto the apple making the process a clear understanding. I did this by adding in arrows in order to show its a step by step process that the audience needs to follow to understand. I used 3 main colours from the fruit factory’s logo for the arrows, Red, Green & Orange. Below is an image of the final product.PrepWorld finale.png

Here is my final design and I feel as though it successfully shows a process from the farmer, to the postman, to the workers themselves and to a fruit that has been splat on the floor. It’s a process to show how far the fruit has travelled and that the employees must try to prevent wasting fruit as much as possible.

PW Target Audience & Visual Message

The target audience for this brief were the employees at the fruit factory. The difficulty with these employees is that they are all from different nationalities speaking different languages, with little knowledge of English. Therefore as a result of this I had to think of a alternative solution, instead of using type I had to convey a visual message which people from different nationalities and cultures would understand. As a result of my research into visual communication and other existing fruit campaigns I was able to create an easily understandable ‘process’ of the production of fruit. I have decided to have the centre attraction of the poster to be an Apple as it is one of the most common fruits, and I masked the world map into the fruit making it look ‘rotten’ to give off the effect that the fruit has been wasted.

The main message I wanted to convey for my product is to show the process that the fruit takes before it arrives at the fruit factory and that they are an important part of the process. I displayed the location of where the fruit had came from (Peru) with a sketch of a farmer, I then had an image of an airplane flying from Peru to the UK with a postman standing on the apple/ world as he has to deliver the fruit safely, and finally the employees themselves cutting up the fruit. This should inform the workers that because the fruit has travelled such a long journey to get here, and to grow the fruit as well the employees should take more pride in handling the fruit as to drop the fruit and make it waste is unacceptable.


Feedback from client

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.

Fruit Waste – Group Work

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.