Final Outcome and Evaluation

The brief I was given was to produce a magazine advert and a website banner advert of either a specific brand or car, a specialist car garage or sports/vintage cars as a lifestyle. The brief insisted that my advert have strong links to past graphic design and art movements and be out of the box. When I read the brief I was excited by what I had to create and to look at, as I have never drawn cars myself so I was intrigued into what I could produce and how I can make the project my own.

I approached the brief by mind mapping ideas that came to me from reading it and doing some visual research into other car adverts from looking at them online and in magazines. From this I looked into other idea generating process such as, lateral thinking, free writing and visual analogy and created thumbnails from all the ideas I had produced. I then went on to do some art history research and looked into 7 different art and graphic design concepts, some of these were; white space, red and black, colour blocks and high contrast. The concepts I looked at all helped me improve my ideas and I created even more thumbnails based off these concepts. I then reviewed my ideas on whether they linked into the concepts looked at, if they would make effective adverts and what I could improve on the idea. On what I felt were the best visual and effective advert ideas I then created them digitally using what I had reviewed as a basis.

My final concept was a Formula 1 racing car being centre of the advert with multiple layers creating the effect that it is not a static image as I thought that to sell the car I should base my selling point around speed and the momentum of the car. I felt that this was successful in my outcome. I reached my final outcome from looking over all of my previous research and thumbnails and taking aspects of what I enjoyed doing the most and what I felt worked extremely well in the designs. My researched helped me develop this concept as looking into different art movements gave me a different angle on how to advertise the car visually. The main concepts that were used in my final outcome were; white space, expression of speed and aspects of collage and colour blocks. Though I wouldn’t have reached my final outcome with out looking into red with black as that gave me my beginning idea of having the car look like it was preparing to accelerate and then with the improvement process of S.C.A.M.P.E.R meant that I changed the idea from red with black, to white and blue.

My final outcome meets the brief as it advertises a sports car lifestyle, as the advert is about experiencing the formula 1 car. It also meets the brief as I have used history and my research of graphic design and art concepts to base my ideas, and have used visuals and typography to advertise.

In my final outcome the most successful part of the advert it the composition and colours as it means that the advert looks clean and professional, but also easy to read and understand which I believe is important in a car advert as you will want an advert that is eye catching. To improve my design I could change the softness of the layering of the car to make the image look more aesthetically pleasing. If I were to do this I believe that the advert would be more successful and work even better as a magazine advert.

In my website banner the typography was the most successful part of my design as it flowed with the shape of the banner and also meant that the advert was eye catching, which is important on a website as usually there will be a lot of information on the website that is wanting to catch the viewers eye. To improve this idea I would change the angle of the sports car as on the banner it is quite small and doesn’t show the detail in the way I would have liked. I also would change the size of the typography surrounding the car as it is quite difficult to read.

Through out the whole project my main successes were the ideas that I produced from looking at the concepts and using the various idea generating techniques and how they were original and creative. In the project I think that I could have improved on my reflective writing skills and my research analysis as this area is something I struggle with. I have learnt that my original idea doesn’t always mean that it will be what my whole project will be focusing around and I have also learnt about different idea generating process that will be helpful in my future work as I will use the different idea process to create new ideas for new projects.

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Target Audience – Car Enthusiasts

Car Enthusiasts are lovers of cars, of racing, of engineering and style. Anyone can be a car enthusiast, children, adults, males and females but primarily its an older male group who are interested in cars, from who is typically in racing such as formula 1 and how cars are presented in the media from top gear for example.

Showing my ideas to car enthusiasts will give me a different perspective on to my designs, and will be given specific improvements that will make my designs more aimed at car people rather than what I think would be aimed at car people.

To present my ideas I will carry on with the red and black theme as that’s what I have been looking through in my work. I am also using these colours as black and red are typically used in car adverts, especially for sports/racing cars as red is the main colour for car brands so it makes sense to use red to appeal to the target audience. The black will be used to mellow our the brightness of the red to make the designs the centre of attention.

I will I’ll keep the target market interested visually by having an interesting composition where the objects on the page are slightly different in size so when looking at the sheet it is interesting. I will also have rectangular shapes behind and around the designs to suggest where to be looking.

Final Outcome Development

Im going to develop these ideas further to create my final outcome as I feel they all best portray the car in the way i’d like to advertise and they all use aspects from the concepts I have studied.

For my magazine advert I am creating two pages that will join together on a double page spread so it makes an impact, and grabs the reader’s attention.

How you did it

To create the main imagery for the advert I took away the background details from my photograph and cleaned up the edges because from my previous digital design idea that was something I hadn’t done and ended up with a rough edge around the car that didn’t look professional. After cleaning up the edges I posterised the image to a 4 tonal image, I then took the car and transferred it to illustrator where I masked it to rate a vector of the car. I had adjusted the settings of the vector mask to allow the car to keep the brightness and colourfulness of the car. This was done so I kept with in the colour blocks concept.

I then overlapped the car multiple times and with each time I magnified the car to about 20% bigger each time to create an image that showed motion. With each layer of the car I  hanged the opacity and the layer type to create a softer image.

After sorting out the car and how it will look for my final outcome I started to focus on the typography. I started off with the car type which was a FW32 formula 1 car for the Williams team in 2010. I used a sans serif font in bold as I felt that this would be the most successful to use behind the car as it would be simple but noticeable, I added an overlay of a grey to white gradient so the typography looked like it was coming out of the background but to also look like a shadow behind the car, like someone was shining s light on the car.

I decided to stick with the phrase Don’t stay static, accelerate with the red and blue colour palette as this was successful in working with the car image. I added a luminously layer to the word accelatre so I would also have a yellow copy of the typography and I moved this across to the left so it didn’t distract from the blue.
Why did you do it
Advantages / Successes
Disadvantages / Failures
Which concept/research does it link to
How effective it is towards the target audience
Does it meet the brief?

CAR FACTS –

  • 2010 Williams F1 car
  • FW32
  • Being driven there by Nico Hulkenberg
    • In his first season of Formula One
  • Cosworth engine
    • 2.4 litre
  • Naturally aspirated V8
  • Limited to 18,000 revs per minute

http://www.f1technical.net/f1db/cars/965/williams-fw32

  • Chassis construction: Monocoque construction fabricated from carbon epoxy and honeycomb composite structure, surpassing FIA impact and strength requirements
  • Front suspension: Carbon fibre double wishbone arrangement, with composite toelink and pushrod activated springs and anti-roll bar
  • Rear suspension: Double wishbone and pushrod activated springs and anti-roll bar
  • Transmission: Williams F1 seven-speed seamless sequential semi-automatic shift plus reverse gear.
  • Gear selection: electro-hydraulically actuated
  • Clutch: Carbon multi-plate
  • Dampers: Williams F1
  • Wheels: RAYS forged magnesium
  • Tyres: Bridgestone Potenza, F 325mm wide, R 375mm wide
  • Brake system: 6 piston callipers all round, carbon discs and pads
  • Steering: Williams F1 power assisted rack and pinion
  • Fuel system: Kevlar-reinforced rubber bladder
  • Electronic systems: FIA standard electronic control unit
  • Cooling system: Aluminium oil, water, and gearbox radiators
  • Cockpit: Driver six-point safety harness with 75mm shoulder straps & HANS system,
  • removable anatomically formed carbon fibre seat covered in Alcantara
  • Dimensions & weight: Overall width: 1800mm

How you did it

I added more darkness to the top of the typography of FW32 to make a bigger impact over all. I also researched into the car and gathered dpfacts about it that I could use to sell the car to appeal to the target market. With what I research I typed up and placed at the bottom left hand corner as I felt that this worked and complemented the composition. With this research I adjusted the sizing inside the writing so that what I felt was the most interesting, selling words would be a little bit larger than the rest, this linked into the concept asymmetric typography.

I decided to draw out the F1 Williams logo so it would work with the colour palette and theme of the overal advert. I added a purple glow to the logo drawing to make it fit in with the advert and to also stand out.
Why did you do it
Advantages / Successes
Disadvantages / Failures
Which concept/research does it link to
How effective it is towards the target audience
Does it meet the brief?

For the website banner I changed the composition of the double page spread magazine advert, and adjusted the sizing of FW32 and the typography to make the advert more suitable for a website.

How you did it

For the digital banner I adjusted the composition of the magazine layout and changed what the typography said as I was not able to fit the same amount of typography as the magazine layout but also it would be as effectively to have so much writing in such a small place.

Firstly I changed the FW32 and pulled out the F to make there be a section of a grey fade, this is where I placed the car image to even out the composition. I used the same colour palette fir the typography that went around the car but adjusted the writing and also the way the car was facing that’s why the side the colours flipped.

I placed the hand drawn logo at the top left corner and faded it out so it didn’t stand out and over power the page, I added the @silverstone underneath the logo so when people are to see the advert they can understand what it is about.
Why did you do it
Advantages / Successes
Disadvantages / Failures
Which concept/research does it link to
How effective it is towards the target audience
Does it meet the brief?

After creating the double a4 spread I then created a stand alone a4 advert.

 

How you did it

For the single page A4 spread I only slightly adjusted the composition of the double page spread. I did this by changing the direction of the background, by doing this I eleminated the negative space which should have been created underneath the car if I had stayed with the same composition as the double page spread.
Why did you do it
Advantages / Successes
Disadvantages / Failures
Which concept/research does it link to
How effective it is towards the target audience
Does it meet the brief?

Final Outcomes

caradvertbannercaradvertbanneronline

S.C.A.M.P.E.R

S.C.A.M.P.E.R is a way of refining and editing ideas in new and different ways to create visual imagery and typography that I may have not thought about before. S.C.A.M.P.E.R stands for Substitute, Combine, Adapt, Magnify/Minimise, Put to other use, Eliminate/Elaborate and Rearrange.

Magnify

I took my photograph of a Philips 2014 formula 1 car and posterzied the image to create a block colour image, I also changed the colours around to get a simple blue and black shape with a negative space background. I overlayed the image and changed the opacity and sizing of the car to create the effect that the car is vibrating due to the acceleration. I then added my typography and used my knowledge of the asymmetric typography movement to just adjust it in a small way to create an interesting design.

I have done this to advertise the cars engine and the power it can produce, but I’m a way that isn’t too in your face.

What lets this idea down is that it isn’t clear on what the advert is actually selling as the only typography is more of a catch phrase. To work on this I will add more simple typography to say what the advert is selling.

The colour palette used makes this design look professional and clean as the white is a bright colour so it breaks up the blues and greys of the car.

To enhance this idea I will look at spacing and see if the typography will work better if it was more spaced out.

Substitute

For this design I have taken on of my previous ideas and substituted the colours from white and blues to red and blacks, I have also substituted the typography to hand written typography.

I have done this to see whether a more simple and basic design will work better for advertising a sports, I don’t think that it did work better as the car is very difficult to make out but also to understand what I am trying to advertise.

To Improve this idea I would change what the typography suggests so it is more clear on what I am advertising.

Research – Car Advert Typography and Composition

From speaking to Kate Molly and her telling me that I should look at typography and how I can use it to suggest speed, I have found various different fonts and put them side by side so I can compare the different fonts and pick which ones I believe are the most effective and will want to use through out the rest of my design work.

fonts

From all these fonts I have chosen to look at, and from my visual research I prefer the sans serif fonts as they are sleek which works for a car advert as sports cars have smooth, precise lines to suggest performance. I will use and test out the sans serif fonts and in particular the italic fonts as these best visually display motion.

Kate also suggested that I look at composition in car adverts to get inspiration and to get an idea how abstract car adverts get across information about the car without ruining the design. For this further research I looked over my initial car magazine advert visual research.

Feedback from Kate Molly

After presenting to Kate Molly she gave me feedback on how I could improve my ideas and she suggested that I should look at typography and composition in car adverts to create higher quality ideas. So I am going to do some more visual research into car adverts and see how they’ve been advertising sports car and what typography is commonly used. Hopefully from doing this I can take away new ideas that will improve my outcomes.

Kate Molly had given me productive feedback on how I could improve my ideas and what I should research into further to help my final outcome. The designer particularly liked my digital design of the formula one car in red that was advertising acceleration, which was good to hear as that was a design that I felt was most successful. She brought to my attention that she thought that I shouldn’t do to much to the image but look into how I could into fonts that suggest movement instead of over lapping the typography. I was also told that I should do more visual research into car adverts and in specific abstract car adverts and see how they’ve managed to advertise the car and the composition that they have used. I asked her whether I should should change what the typography says and she told me that I should create a list of different phrases and decide which one I think would be the most effective for what I am selling, but she also said that the phrase I have created works quite well anyway.

Kate’s advice was very helpful towards my work for graphics but for also future work as it allowed me to experience what it would be like in any creative field and how I should be and take in information.

Digital Design Four

http://www.porsche.com/uk/models/911/911-targa-4s/

“Turbochargers – The displacement of the new 911 models has been considerably reduced with the aim of cutting fuel consumption. That’s because we more than most as a sports car manufacturer bear huge responsibility. Nevertheless, the power output of the new engines has been significantly increased. Responsible for that are the turbochargers developed for the 911 completely from scratch.

The drive system is a twin-turbo configuration. It has two turbochargers with one charge-air cooling for each cylinder bank. Both turbos are particularly compact and have been optimally adapted to the displacement and power output of the engine. This construction minimises the inertia of the drivetrain and improves responsiveness. The new turbochargers leave the sceptics in their wake and find a new destination: unexplored levels of torque.

“Engines – Fuel consumption* 911 Targa 4S: Urban in l/100 km 12.6 (22.4 mpg)-10.4 (27.2 mpg); Extra urban in l/100 km 6.8 (41.5 mpg)-6.7 (42.2 mpg); Combined in l/100 km 9.0 (31.4 mpg)-8.0 (35.3 mpg); CO2 emissions in g/km 208-184.

At Porsche, there are no conventions. Forbidding free thought? That’s forbidden. The only thing that matters is this question: how can we become even better? Let’s put it another way: can we redefine the limits of engineering? Can we reconcile apparent contradictions? Yes, we can. With Intelligent Performance.

The new 911 answers questions about the future of the sports car with a quantum leap in performance. By reducing fuel consumption, but not by suppressing emotions. By following a principle that has already changed everything once before: in 1974, with the first 911 Turbo.

Developed completely from scratch, the six-cylinder twin-turbo engines of the 911 Carrera and Targa 4 models with a displacement of 3.0 litres embrace this principle and perfect it in a forwardlooking way. To be more precise: tremendous acceleration force even in the low rpm range is supplemented by the engine map of a 911 Carrera with the high rev limits typical of a sports car. In other words, high compression and a high engine speed combined with good modulation of power output and surprisingly low fuel consumption, thanks to the reduced overall displacement.

7-speed manual transmission – Pure, direct, precise. Short shift movements and an optimum transition from one gear to the next. The 7-speed manual transmission combines a high level of sporty performance with fast gear changes. In conjunction with the optional Sport Chrono Package, selecting SPORT or SPORT PLUS mode activates the dynamic throttle-blip function, which ensures the optimum engine speed for every downshift, a more emotional driving experience and an impressive sound.

screen-shot-2016-10-12-at-11-51-47

In this idea the layout of the page worked successfully in creating  car advert as it is clean and simple, and is much like other car adverts that I have seen that use an abstract image. What also worked through out creating the idea was the process used to create the blurry car image, even though in the end I don’t think this was successful creating it was quite simple and effective. The car image wasn’t successful as it’s quite hard to make out and to understand how it links to the typography.

This design was created all digitally with just editing of photos and changing of colours, I think that in foresight this would have worked if I had a more dynamic and structual car so it was more noticeable and if I had chosen a different colour palette as the blue just submerged into the background where as if I had stuck with the red and black concept the car would have stood out more and improved this design.

From creating this design I have learnt that colour palette is very important in the use of an advertisement as the colours I pick will dictate the emotions and meaning behind what the visuals suggest but the colours will also have an impact on how well the advert can be seen as in this design the blue and black do not contrast enough from each other to create a standout image.

To develop this design further I would look over the concepts I have researched into a see what elements I could use to improve this design, I would also look into changing the colour palette.

Digital Design Three

car-2

This idea has been created by over laying my photograph of a formula 1 car and changing the opacity and the softness of each layer to create a smooth and soft image. This has been done to show movement as when you see a slow shutter photograph of a car moving the car is slightly blurry but you are still able to make out key features. I then put a layer of red on multiply so the car has more red hues to it so it worked with the red with black concept. I did this to create the emotion of passion as red is associated with that emotion, I also used red hues to create passion as for car enthusiasts acceleration and the power of the engine is important to them and that is what they’re passionate about; so it reconfirms this emotion. I then typed out Formula 1. Don’t Let Your Dreams Go Past at 200mph and picked colours that have been used in the car image, I then duplicated the layer and made it monochrome to show a shadow behind the typography.

What works in this design is the car and how I was able to recreate the motion of speed in a static image, this is something that I want to carry on looking into as I feel this is the most successful idea I have created. The typography in this design isn’t a strong point as I feel that it lets the overall design down. It does this as it the sans serif typography is dull and doesn’t follow the same idea of suggesting speed.

This design idea has used the concepts red with black, expression of speed. I have used these two concepts together to enhance my idea and overall design as they both bring in different ideas and emotions to the design, such as the red with black concept the red means the power and passion of the car engine and they type of people who should experience the car and the black splits up the emotion.

The process of creating this design has taught me that simplicity is key, and I don’t always need a full picture to provoke meaning. I have also learnt that patience is needed as with this design adjusting how far away each layer of the car should be took time to become just right, and that to get something to look perfect I need to spend time and attention to create interesting ideas. To develop this design further I would spend more time on cleaning up the edges around the car and making sure that my photography was as high quality as it can be.

Digital Design Two

car-1
For this design I drew minimal detail from the front of the Porsche this was to suggest the type of car but not to advertise the whole car itself but instead to advertise the power and brightness of the headlights. To do this I created an overlapping layer of white and grey tones and put the layer on luminosity so they would become even brighter. I felt that this was extremely successful in this design as it is simple, clear and easy to understand what I am advertising. I also added a very dark and basic background of a winding road with a few trees to suggest location in the advert, this was also done to link into the phrase “don’t be a dear in the headlights” This phrase is a common phrase used and known so it is effective in this advert as people already know it but also as the advert is selling the power of the headlights and the location is what is suggested to be the countryside the whole phrase works perfectly with the imagery. The background was created very dark with not much detail to let the headlights and the beam of light be the centre of attention but to also work with the art concept high contrast that I have looked at.

What didn’t work in this design is the angle of the light beams as they’re pointing down and the whole selling point of the advert it surrounding how good the headlights are and the phrase “don’t be a dear in the headlights” so if I were to improve this I would somehow make the headlights be pointing at the person viewing the advert. This could be done through using various shades of white and greys on different opacities and glows to create a hyper realistic effect.

I have used the concept high contrast and white space. To improve this idea I could also use the concept asymmetric typography to adjust the composition of the advert. I could also change the whole composition of the advert by having the car face the other way and to change the position of the audience to be slightly Ariel of the car so we can see the range of the headlights, I would also change the trees in the background to be a lone dear but in the same high contrast style so that I could possible remove the typography all together and still get across the same meaning and idea.

I have learnt that my initial idea isn’t always going to work the same from a rough sketch to a digital thumbnail, and that if I’m not liking how my design is coming out adjust while creating instead of sticking to the initial idea.

Digital Design One

car-3

For this design I have drawn a very simple mountain valley and added some shading to give shape and dimension. I have done this to suggest the location and mountain car rides suggest luxury and class as in programs such as Top Gear show the speed and the performance of sports cars around mountain valleys and roads. I have also used a drawing of a formula 1 car in red and put a blurry red lines behind it to suggest speed of the car. This was done to show the sports car lifestyle. This design has been influenced by the concept Red with Blackwhite space and in some retrospect Expression of Speed.

What was successful of this idea was the idea behind it and how it could be represented with more time and effort put into. The idea was successful as it lets the audience understand the meaning behind it.

What lets this digital design down is the typography and what the typography says. The typography lets it down as it is very basic and simple and doesn’t suggest luxuy and that the car that’s being advertised is something to be desired.

After creating this design I have learnt that proof reading and getting someone else to proof read your work is key as in this design I have spelt Renault incorrectly, luckyily for me this is just a design concept and is good that I realised where as if this was to be my final outcome and were to be produced into car magazine and I hadn’t noticed that would be a horrific mistake.

To develop this design further I would look back at my mood board I have created and incorporate some ideas and colours I had used, I would also make sure to double check my writing to make sure it was correct.