OUGD501 - Study Task 7 - Project Statement

Project Statement

After receiving feedback from the first draft of the COP2 essay, it was obvious that in order to make the practical work more valid, there would need to be an improvement in the argument and resources to back it up. To do this, the essay was re-written using other contextual references to reading material. This included looking first at The Evolution of Human Artistic Creativity by Gillian M Morriss-Kay, as it would prove that throughout human history there is evidence to suggest that creativity is what helped humanity to evolve and advance.

As the essay was written to prove that technological advancements would change the way in which graphic design is practiced, I began looking at other sources that would prove the technological advancements were positive. Mark Graham and William h. Dutton’s book, Society and the Internet, proved that the introduction of this tool has not only changed the platforms of the design world but has also shaped society and made problem solving efficient and more precise.

Evidence to support this claim was found in another book by Alan Pipes, titled Production for Graphic Designers. In this, he explain how the internet had become so important to society in the modern world that he re-wrote his book because the first edition was written before the world wide use of the internet. He also explained how the tasks of the graphic design world were made easier by the internet, and how his first edition of the book focused primarily on the practices of the past, making it less relevant to the modern world.

In support of the essay’s themes, the practical investigation went on to look at the businesses that were thriving in today’s design industry, due to the advancements in technology. From this, the idea to create a website offering advanced technological services was imagined. Further more, it explored the ways in which these businesses would present themselves to their audience, as a way to inspire the website that would be designed specifically for an audience of the future.

Overall, the link between the theoretical investigation and the practical investigation became more plausible as a result, and allowed for the opportunity to explore ways that graphic design may change as a result of the advancements made in technology.

OUGD501 - Module Evaluation

As a result of the theoretical and practical investigation into technology, it was possible to find out what makes graphic design an important tool in the shaping of modern society. It proved how changing theories and formats will infect benefit the design industry in years to come. Through experimentation of the type of medium available in future, the practical investigation provided insight into the way that businesses with the design industry may benefit from these changes.

As the essay first began with limited sources to back up the evidence of the claims, the first draft was misinterpreted in its approach and relevance to graphic design. Therefore, the first initial idea stage also lacked context and relevance to the essay. However, once the ideas were discussed with peers and further feedback was provided on ways to improve the investigation, it was clear that the essay would need to be re-written so that it would add more contextually valid arguments and would look at different points of view on the issue.

As a result the practical investigation would then better link to the themes and claims of the essay, providing an example of a business that may exist in the near future, due to the changes in technological advancements. Providing evidence of the themes in this way, helped to better embed the argument within a contextual environment and allowed for an investigation into designs role in the process. Having explored the subject and tested it practically, it has then been possible to inform the ideas of COP3 practice in Level 6.

Overall, the investigation into theoretical and practical methods has proved that through research and experimentation, the module can further provide knowledge of ways to approach a design task such as this. With what has been learnt throughout the duration of COP2, the practices and approach to a subject can inform future practice of the same type. The feedback given in the studio also proved useful as it would collect opinions of others and understand someone else perception of a project.

OUGD501 - COP3 Proposal (Study Task 6.5)

1. Research question
 - Can design play an important role in the promotion of a movie?

2. Rationale (why do you want to research this topic? what impact will this have on your practice?)
- I want to research this topic because I am passionate about cinema and I want to find out what makes a movie 'good' and what makes a movie 'bad'. By researching the topic, it will be possible to explore how design might play a role in the way movies are perceived by their audience.

3. Contexts (what are the immediate contexts in which your theoretical and practical research will be situated? Political? Social? Technological? Aesthetic? Cultural)
- For the topic, there will be research into the social considerations of film, the role that aesthetic plays in the promotion of a film and the cultural following of modern cinema. By looking at these the theoretical research will be able to inform a practical investigation and ways to use design so that it can make a movie appealing.

4. Theoretical Practice (Identify no more than two theories that will help structure your research - must be appropriate to the theme or question)

Theory 1 - Modern cinema plays an important role in the entertainment business and without it society would be different.

Theory 2 - Design is important in the promotion of anything, as it gives the audience a setting to imagine. With movies, design helps to set a tone, theme or genre to the audience.

5. Methods (Secondary: theorisation, semiotic analysis, textual analysis, content analysis, discourse analysis / Primary: surveys, interviews, focus groups, observations)
- Through the study of modern and old cinema, theories and analysis can be made in the differences in approach and how they are perceived by audiences. By looking into how people perceive good or bad, it may give some explanation as to how design can influence a movie. Using surveys of audience, it will be possible to receive feedback and input. Observing certain films and comparing them will prove what gives cinema quality and how does it entertain people.

6. Practical Outcome (what do you plan to produce/develop?)

- The outcome of the investigation, may be to apply the ideas to design in a way that targets the same audience. E.g. a movie poster, promotional advertisement or DVD cover. This will then provide evidence of how others might perceive the approach.

7. Resources (what resources will you need to access?) 

- Much of the research is likely to be digital based observation, but the practical may involve the use of type and printing methods to produce the outcome. 

8. Summer Reading List (find 5 books that you will endeavour to read in preparation for CoP3 - related to either 3 or 4 above)

- The Story of Film: A concise history of film and an odyssey of international cinema - Mark Cousins

- Notes on the Cinematographer - Robert Bresson and Jonathan Griffin
- Designs on Film: A Century of Hollywood Art Direction - Cathy Whitlock 
- Art of the Modern Movie Poster: International Postwar Style and Design - Judith Salavetz, Sam Sarowitz, and Spencer Drate

- 100 Movie Posters - Tony Nourmand

9. Time Management (Plan of actions from now until 14th Dec 2018)

- Research different sources over summer, including design solutions and appropriation of type.

- Theoretical documenting of evidence, between July and October

- Practical Investigation between September and December.

OUGD501 - Practical Outcome

Removing the grid shows that the logotype becomes more focused within the first page.It also makes the features of the menu bar more eye catching.

 However, the images may not look as engaging to the audience when they are placed without a grid. This is especially noticeable around the images that would expand within the grid shape.

The text does however, look better without the use of a grid, as it is more legible in the body text and easier on the eye when reading lines.

One option that could have replaced the expanding images, would be to have them all fully expanded next to one another and making the expansion move to the right of the neighbouring image.

The contact details used at the bottom of the page, work well without the grid because they initially were overlapping lines of the same colour, making some areas hard to read.

As a whole, the webpage looks as though it would work well in communicating a technologically advanced business that specialises in different services.

One thing that may have helped improve the website, would be to have added detailed pages of each navigation and to separate the sections with further options to other features. For example, the social media could have been showcased as an image on its own, separating the details of photography and apps.

Creating further options within each service may have provided the audience with a better idea of how the service works and how they can contact specific departments.

Overall, the website works well in the format that it has taken, but further development may have helped it to look more high tech. For example, the grid could have been kept in places as it worked well in positioning the images on the pages, while giving a structured technological look to the website.

OUGD501 - Further Development

The grid that was applied to the layout, would allow for each section of the website to use 5 rows and 8 columns. This would make the designs easier to apply in a structured manner and would make placement of the images more precise and considered.

For each of the 5 x 8 rows and columns, this would be imagined as a full screen page. Therefore, each 5 rows is considered to take the viewer down to the following page.

To begin the design, the logotype was placed at the centre of the first page, making it the focus point of the viewers attention. Scrolling beyond this, would show the menu bar that would feature different options to choose from.

Clicking on one of these options would scroll down the page to that particular section, making navigation quicker for the viewer.

Section 1 would promote the use of virtual reality marketing for the client, with text shown to the left and imagery placed to the right. This would help the viewer to read the information and follow across to the image.

Section 2 would give a brief look at the services provided by VRV. As imagined in the initial stages, the images would enlarge upon waving the curser over them. Here, the viewer could click to find out further details of these services.

Section 3 would show the app marketing service provided by VRV and below it, section 4 and 5 which would show details of photography and 360 video format.

At the bottom of the page, is the contact details for the business. This includes a phone number, email and social media contacts for viewers to follow.

As the web page now stands, it looks as though the grid used for structuring the layout could in fact prove to be a staple part of the design, as it adds to the futuristic style. The next step from here, would be to remove the grid and assess how the pages look without it and how they will look when placed in one continuous page.

OUGD501 - Development

To begin the development stage, the name Virtual Reality Visuals was used as the name for the imagined design business.

Similar to how the technology based design websites used bold sans serif font to express futuristic design, this idea would then be applied to the proposed business.

Starting with Helvetica Bold, the research went on to look at fonts that would make the letters less rounded and more geometric, as this would look more digitised and futuristic. From this, the font Archivo was discovered and used as the basis for the website text.


Through using Archivo, a logotype could be devised that would combine the letters to make the business look similar in nature to futuristic websites.

The idea to start of the logo, was to have each starting letter of 'Virtual Reality Visuals' connected together. It would show the colour scheme to be overlapping and advancing from left to right. The result of this was a logotype that started dark on the left and changed to bright yellow on the right, mimicking the advancement of technology. The words of the business were then also placed under each letter and used a separate, darker shade of orange. This gave the logotype a modern feel that could be used on different backgrounds. 

As the website would feature different sections for the audience to choose from, several texts were made as a way to entice the audience to look at the different formats that can be used to promote their businesses. For example, the texts would detail the service provided for people looking for particular photography or videography for their business promotion.






Identifying the colour scheme would also allow for the style of the website to be established. This way the logotype could be applied to the colours of the background without attention being drawn away from the darker areas of the design.

OUGD501 - Idea Generation for VR

To start gathering ideas for the new approach to the practical investigation, several sketches were initially made as a way to map out different options to share with peers. It could then be decided, which option should be chosen as a way to best contextualise the research and themes of the essay. As the research looked at virtual reality as a format of the future, the first idea was to create a guide book to using the VR headset in a graphic design environment. For example, this could have been imagined as a tool for design in studios in the future. By designing a guide book, it would show people how to use this new tool.

IDEA 1 - Virtual Reality Headset Guide

This initial sketch showed a VR headset, with the programs available to computers, installed to the side of the headset.

It imagined the uses of Photoshop, Illustration and Indesign through virtual reality headsets, as a way to predict how it may be used for design in future.

As shown in the sketches, the user could efficiently use the program by hand and could swipe and drop items by touch.

This sketch was to show how the user perceives the image in different eyes, as well as how they may be able to create 3D designs by drawing from hand in a virtual space.

To find more options to pursue, a mind may of virtual reality was drawn and several ideas relating to it were then noted. From it was possible to find more inspiration from existing businesses, to use for the practical.





IDEA 2 - Website design for VR company

In order to create a website, the design would first need a plan of the structure. After looking at different VR companies, different elements of each website were assessed and further inspired the layout of this website map.

The plan would be to show it as one continuous page for users to scroll down and select different options, including the information of the business and the contact info. An alternative version would also be proposed, that would make the website horizontal as opposed to vertical and offer multiple choices throughout.

This sketch showed how the website could look interactive to the viewer, when they swipe over an option using the mouse arrow. As the options will involve imagery within a box, the idea was to show the image enlarging within that space, giving the audience a sense of scale as it mimics movement and dimension. This would be appropriate to the design, as the business would be related to the themes of movement in a virtual space.

Feedback

After sharing the ideas with peers, it was clear that the best option to pursue would be the webpage for a design company. This would be made using a vertical layout and would take further inspiration from design websites.

• Consider the typeface, logo/logotype and colour scheme in relation to technology and advanced aesthetic
• Use layout grid as a way to structure the webpage and use imagery to further promote it as a business.
• Make the company offer other formats of design, e.g. photography and 3D design.

OUGD501 - New Practical Research

After revisiting the question within the essay and establishing a certain subject to follow, it became more clear that in order to link the findings to a practical output, there would need to be more plausible evidence to support the claims. Therefore, the essay focused on the discussion about graphic design development as a result of technology. During the findings of the essay, it was found that the new emerging medium of the modern world is likely to take over traditional processes when it comes to design. One medium in particular, became the focus point of the essay, which was the introduction of virtual reality in recent years.

By researching this further, there will be a chance to use design as a way to communicate this new format to a particular audience. This can then be applied to a practical investigation as a result.

Beginning the investigation into virtual reality, I looked at a talk by Phil Kauffold on TEDx. In this talk, he describes the ways in which VR is becoming a staple part of the future of entertainment, but is also acting as a tool for other purposes. This includes the medical field and design purposes.

https://www.youtube.com/watch?v=d-HRgfJbPvk

Looking at the ways in which VR is becoming a marketing strategy, Diverse Interactive was one company that was looked at. Through the use of augmented and virtual reality, the company would promote the brands of clients through interactive advertising.

The features that made this a stand out company, was the way that it presented itself to the audience through moving image on its website. The futuristic style and technology based design of the website, would further add to the aesthetic of this company's image.




One potential avenue to take the project in could be though the design of a futuristic VR website. By mapping out a structure for the website using typography and design styles appropriate to the aesthetic, it may be possible to replicate a company or brand that is likely to be seen in the world of graphic design in the future.

VR experiments with google - Google offers a chance to play around with virtual reality games, using 'Google VR experiments'. The website shows a range of different examples of VR and how it is used by music producers, videographers and science to engage the audience in the new format.

The website itself is reminiscent of the 80s retro gaming style and uses a neutral black and white background that brings the focus to the colourful content of the central images.








Typography

The google VR experiments, used a font that was similar to a typewriter and worked well in making the website look more futuristic and tech based. Therefore, different fonts similar to this style will be looked at for the design of my own web page.

Diverse Interactive also made use of the high tech aesthetic, with geometric shaped lettering and different styles of kerning in the logotype. It seems the best approach from looking at this is to use sans serif, modern fonts that give the audience a sense of shape, distance and innovation. With technological style fonts such as the one used by Diverse Interactive, the audience can understand the futuristic approach of the company.

OUGD501 - Study Task 6 - Practical brief

BA (hons) Graphic Design

Context of practice 2: Practical brief template

Name

Alexander J Pankhurst

Brief title

Technological advancements in graphic design

Brief (outline the general aims of the project)

·       In response to the essay, the practical will explore different ways to prove technology is beneficial to the improvement of graphic design ·       It will aim to use appropriate typography, colour schemes and aesthetics to reflect a sense of advancement in technology. ·       It will aim to provide audiences an understanding of the link between the theoretical research and the practical output.

Background / considerations

·       ­The practical could be a manual for a company ·       The practical could be an advertisement for a specific design ·       The practical could be made through the use of advanced technology ·       The practical could be demonstrated through the use of online advertising.

Deliverables

The project will aim to produce a body of work that will provide audiences with a clear link between theoretical and practical work It may have proposed ideas, such as prototypes or finished designs.

Mandatory requirements (essential requirements that must be followed)

It must involve the use of technology to create it It must link to the essay It must show how technology is a positive tool for designers

Research: references to reading (essay)

Look at the businesses that operate within the advanced design industry Look at the ways in which they promote to their audience What ways can this support the practical output?