Category: Visual Communication 1 – G1

Final Product

As a follow-up to the previous project, for our final submission, we were required to conceptualise and create a brochure for 2019’s Singapore Design Week.

Concept

Keeping to ‘Experimenting with Creativity’, the theme reflected in the previous poster project, the brochure I created for this project adopts the imagery and concept from the poster but categorises and displays information in a way that is suitable for a brochure and integrates new information about the exhibition. 

The final product is an A5 size brochure that uses a gate fold, and becomes A4 in size when open. The content comprises of event details of Singapore Design Week and biographies of five exhibiting artists. The brochure also integrates graphics (some of which are adapted from the poster) that convey the idea of ‘Experimenting with Creativity’, where after experimenting with creativity, resulted in an explosion that formed Singapore Design Week and the exhibiting artists, reflecting the notion of Singapore Design Week championing creativity in the local and overseas design industry. 

Reinforcing the idea of experimenting, the graphics consist of science apparatus (test tubes, droppers, specimen jars) and an explosion of patterns. The use of a curtain as the background also carries forth the attempt to bring about a mysterious and magical mood that was also conveyed in the poster. The fold of the brochure, on the other hand, is a conventional gate fold. The fold helps to reinforce the idea of the exploding beaker where the front cover is still and adding the droplet into the beaker results in an explosion as seen on in the inside of the brochure, where it is much more colourful and shows movement through patterns and strokes.

Techniques Applied

I. Imagery

The use of graphics in this case really helped in bringing forth the narrative of the entire brochure. Coupled with the unveiling nature of the gate fold, the brochure was able to effectively convey the experimental and explosive parts of the intended narrative. To represent the idea of experimenting, I used images of science apparatus, and the changes in shapes of the patterns helped in conveying the idea of an explosion. 

II. Contrast

The brochure also uses contrast to emphasise important details and at the same time, create an overall balanced and harmonious layout. Contrast is seen firstly, in the variation of size; more crucial information such as the slogan, title, and event details are displayed in a bold font with a vibrant yellow. Less vital information such as the short blurb and artist biographies are displayed using a font with less weight and is smaller in size, but remains readable. Contrast is displayed through different colour palettes; the text and focal points of the graphics uses a bright yellow and pink that has an outer glow. This is contrasted against less important graphics that use a pale blue colour palette. 

III. Hierarchy

Hierarchy is also used to create a smooth visual flow. Having a more quiet graphic in the front followed by a more vibrant and explosive layout on the inside that is unveiled by the gatefold helps to establish the flow of information. Furthermore, having the text and graphics vary in size and colour in terms of brightness and vibrancy helps in guiding the eyes from more important information to less important ones. 

IV. Movement

Similar to that of the poster, movement is established through the use of patterns that are more compressed in the centre, closer to the beaker, followed by it being more spaced out towards the edges. The explosive pattern was further enhanced by lines that depict motion and little bits of splatters found on the table and apparatus. 

Research & Process

Research

Research into brochure production began with us looking more into the types of folds that brochures could use. I was personally intrigued by gate folds and variations of it, because I felt it was an interesting and versatile way of unveiling information, and is especially appropriate for my brochure.

I was inspired by these two folds especially because of their simple layout that allowed for a straightforward user experience, but also comprised of an interesting layout. The folds here allowed for a linear reveal of information, thereby creating visual interest. Especially with the gatefold, having minimal text and maximum graphic to entice the viewer to open allowed for an interesting method of revealing information. 

This is a more experimental fold I hope to try out as well. Going back to the idea of the slow reveal of information, I thought this was a very creative method of unveiling information and definitely creates visual interest. The inclusion of the die-cut and folds at the side which meet in the centre when flattened also seemed suitable for the curtain graphic I used in my poster. However, this may turn out rather flimsy and could deteriorate the ease in user experience. 

For a more in-depth look into chosen exhibiting artists, please refer to: https://oss.adm.ntu.edu.sg/vwong005/chosen-designers/

Process

I. Experimenting with Folds

After looking into brochures, layouts, and folds, we tried some of our own. Keeping in mind the content we had to display, user experience (where it had to be easy for users to open and fold back), and display methods (where they could be stood up on display stands), I tried to use simple but creative folds that helped to create an interesting flow of information, and die-cuts to give a sneak peek into the inside of the brochure.

Ultimately, with Prof. Michael’s advice, I decided to do away with the die-cut and adopt a simple gate fold. This way, I could have better control of the layout of information and therefore, more control over the flow of information. By focusing more on the layout of the content itself as opposed to using a complicated fold, it allowed me to establish the same intended mood, but with a simpler and more straightforward user experience.

II. Creating Graphics

As we had to adopt the same concept and overall similar graphics from the previous poster project, I used the same colour palette but decided to replace most of the graphics. Instead of a glowing ball of yellow mass to represent creativity, I tried illustrating new images and patterns to better convey the idea of ‘experimenting’, ‘creativity’, and to portray an explosion. Therefore, I decided to have science apparatus to convey the literal meaning of experimenting. Also, having more than just a beaker gave the page more life and excitement, allowing for more platforms for movement, colour, and placement for information. 

I felt that having the science apparatus, and the transition of a flask with still liquid into a flask with bubbling and glowing liquid to represent the formation of creativity was a more straightforward and easy-to-understand graphic that managed to embody the overall theme of the exhibition. 

III. Organising Content

After settling the content to be placed in the brochure, what was left was putting them together to establish a flow of information. Already having the idea to keep the front and back simple and more mysterious, I tried to have a more dynamic layout on the inside to contrast against the front and better convey the ‘explosive’ graphics. However, it was not simple to work with long chunks of text, and their unequal placements, with the aim to keep the information easy to read and locate. It was also challenging in avoiding the fold lines to allow for easy readability. After playing around with the layout, from a more static composition, I moved the text blocks around and instead of having them all align with one another, I decided to place them in a manner similar to that of the patterns: compressed in the centre and more spaced out towards the edges, all in a radial layout instead of in vertical columns. This was a better method in helping to further enhance the concept and also gives a more dynamic, exciting, and contrasting composition to that in the front. 

Challenges & Feedback

• One of the main challenges I faced in the project was finding a recognisable object to represent creativity, and experimenting with it. The use of science apparatus helped a little, especially when it comes to the idea of ‘experimenting’, but it could still pass Singapore Design Week off as something science-related or educational as opposed to celebrating creativity in the design industry. 
• Another challenge I faced was the placement of the artist biographies. Working with blocks of text was not easy when it comes to experimenting with different and more dynamic placements that could reflect the explosive pattern. Furthermore, working with centralised graphics within the boundaries of a gate fold was also not easy. Therefore, the overall layout on the inside of the brochure, though legible, was not as effective in creating excitement through dynamic movement. 

Page and Communication

For this project, we were tasked to conceptualise and create an A2 poster for 2019’s Singapore Design Week, centred on a slogan.

Final Product

Concept

After visiting the National Design Centre which exhibited the evolution of design in Singapore over the past 50 years, I wanted to create a poster that conveyed and celebrated the creativity of the local design industry, focusing more on the products or designs that derived from experimentations or unconventional ideas. Following the slogan ‘Experimenting with Creativity’, the poster was meant to give off a mysterious and magical feeling; the pair of hands, with one holding a dropper, is adding a yellow droplet (conveying the idea of experimenting) into a mass of glowing yellow liquid (meant to represent creativity). The graphic conveys the idea of experimenting by indicating that the forming of the yellow mass, and the droplets being added to it, resulted in an explosion that created Singapore Design Week. 

Techniques applied

I. Alignment

The layout of the poster is mostly centralised with the event details aligned slightly to the right. In an attempt to contrast against the centralised layout of the graphics and focal point, as well as considering the nature of the text (i.e. the block of text and important details), I tried to place the text in the bottom right hand corner, instead of right down the centre. Having the text in a central alignment also made the poster seem more like a movie poster instead of one advertising for an exhibition. 

II. Hierarchy & Contrast

Considering the purpose of the poster (i.e. conveying details about Singapore Design Week), and the different levels of importance with each text, the text displayed in the poster vary by font, size, and placement to establish visual hierarchy. The important details such as the slogan and title, dates, and venue, have a different font from the short blurb – Norwester vs. Avenir Light. By using Norwester, a bolder choice in both structure and weight, and bigger in size, it emphasises the important details such as the slogan and event details. A lighter and smaller font such as Avenir Light complements the blurb, and displays it as non-crucial information.

The illustrations, on the other hand, vary in size and colour; having creativity represented by a ball of bright yellow mass fixated in the centre with an outer glow helps in capturing the attention of passers-by. The pale blue colour palettes of the other illustrations (the hands, curtains, and background) on the other hand, allows for a better contrast against the bright yellow mass and text. The difference in colour palette, size, and weight for more important and less important details therefore helps to establish visual hierarchy.

The poster’s visual hierarchy also intends for an easy flow of information, where the viewer would first view the yellow mass in the centre, followed by the slogan and event details, and then the rest of the poster (i.e. the other illustrations). 

III. Movement

In an effort to convey the idea of an explosion from the yellow mass, I used simple shapes such as circles, triangles, and squiggles, being ejected from the centre. The shapes are more compressed in the centre and gradually spaces out as it reaches the edges – this helps in conveying the idea of motion, thereby establishing motion. The use of smoke also helps to reinforce movement upwards and sideways.

Research & Process

Research

The project first began with conducting research on design in Singapore. By taking a field trip to the Fifty Years of Design exhibition at National Design Centre, we had to give our own interpretations on the evolution of design in Singapore.  

For a more in-depth post about personal interpretations of design in Singapore, please visit: https://oss.adm.ntu.edu.sg/vwong005/page-and-communication-field-trip-to-ndc/?preview_id=1168&preview_nonce=b4ed77e164&_thumbnail_id=1232&preview=true

We also had to familiarise ourselves with poster-making by researching more about the elements to consider when making a poster, methods of establishing visual hierarchy in layouts, and aspects that make a good poster in layout, creativity, and legibility. 

For a more in-depth post about poster analyses, please visit: https://oss.adm.ntu.edu.sg/vwong005/page-and-communication-visual-research/

process

I. Conceptualisation

Conceptualising started with brainstorming for slogans, then sculpting our ideas around the chosen slogan. After visiting the exhibition, I came up with three main ideas that represented the design scene in a whole – the first one reinforcing the evolution of Singaporean design in specific stages, the second being designing with the intention of others in mind (e.g. caring for others, environmentally-friend products), and the last one celebrating experimentation and overall creativity. 

For a more in-depth look into the approaches and the slogans, please visit: LINK

After coming up with slogans that supported these three main ideas, I brainstormed further and came up with interesting images and styles of illustration that could convey the idea better. Having difficulty in choosing a slogan, I decided to come up with rough sketches and layouts with different graphics and styles to see which would be most appropriate for Singapore Design Week and its target demographic. 

Ultimately, after considerations and many changes, I decided to look into conveying the diversity and creativity in Singaporean design, with the slogan ‘Experimenting with Creativity’. 

II. Building on Slogans

When formulating the drafts for the poster, I tried to keep these aspects in mind:

• The imagery used should reflect the slogan effectively
• Legibility is important – the text should be easy to locate and read
• The graphics should be eye-catching, appropriate for the target demographic, and able to easily capture the attention of passers-by and at the same time, reflect good craftsmanship and technique 
• Reflecting a harmonious and balanced colour palette and overall layout of both text and graphics
• The ability in establishing an overall emotion or mood

a. Thinking Outside the Artboard

Elaborating further on the idea of celebrating the vastness of creativity in Singapore’s design industry, I came up with the slogan ‘Thinking Outside the Artboard’, meant to be a play on ‘thinking outside the box’, replacing the word ‘box’ with ‘artboard’, the canvas used in Adobe Illustrator. To convey this idea, I had a character taking a design from an artboard and taking it to the exhibition. 

However, the design was not interesting or eye-catching enough, it was too flat. The graphic also did not effectively convey the idea, and the character seemed inappropriate for the Singapore Design Week demographic. 

b. It’s Not Me, It’s You / Design For A Purpose

With the idea of designing for a purpose in mind, I came up with the slogan ‘Design For A Purpose’ or ‘It’s Not Me, It’s You’, and wanted to have the poster show some sort of romantic gesture, to be humorous but at the same time show how designing has a part to play in reaching out to different communities. For the first draft, I had a spotlight reflecting onto an object, with the slogans by the side. However, although it makes for an interesting layout and overall approach, I had difficulty in coming up with an image that embodied good design. 

c. Further Explorations

Expanding further on ‘Designing For A Purpose’, I tried to have the graphics convey a better idea of designing with a clear purpose – the posters consist of a designer character adding a droplet into a ball (meaning to represent creativity), the ball would then slowly leak into the funnel and onto a city, giving it life and adding some vibrancy to it.

The design however, did not really sit well with the whole idea of Singapore Design Week. The graphic would not be able to appeal to a wide demographic and the layout seemed like it would not allow for a better placement of text.

Similar to the previous design, the poster was supposed to convey the idea of designing for a purpose, with the creativity flowing through to different objects giving them colour. Although the colour choice was interesting, the graphic did not seem to complement the slogan and therefore, was ineffective in bringing forth the message. 

III. Experimenting with Layout

Returning to how I could better convey the idea, I decided to change the slogan to ‘Experimenting with Creativity’, and adopt a style that could appeal to a wider demographic. Hoping to establish a mysterious and magical sort of feeling as a means to capture the attention of viewers, and emphasise the idea of creation and creativity, I played with contrast through colours and adding effects such as glows, smoke, and spotlights. The design comprises of hands dropping a yellow liquid onto a ball of glowing yellow mass. The liquid then flows onto a canvas and into the funnel, forming the words ‘Singapore Design Week’.

The design, however, gave a fairytale kind of mood and seemed more appropriate for theatrical productions. The shape of the canvas also disrupted the visual flow and raised even more questions about the graphic. 

Keeping to the same direction, I adjusted the colour palette and text, as well as removed the canvas to establish a smoother visual flow. However, the graphics still did not manage to effectively convey the idea of creativity, and still felt quite static – it wasn’t able to stir excitement. 

Feedback & Challenges

• An issue I had at the beginning of conceptualising the poster was the slogan and the accompanying images. Wanting to have an interesting and more humorous slogan that gave an overall view of the design scene in Singapore was quite challenging where it became difficult for me to conjure images and a style that supported the idea of the slogan. Therefore, with constant changes to the slogan and supporting images, layout, and style, it gave me less time to refine the final piece. 
• Another challenge that hindered the overall poster was the illustrations themselves – they were not able to effectively convey the idea of the slogan. The yellow ball of mass, with the intention of representing creativity, was not literal enough and the colour and form made it seem more like ice-cream, with the dripping graphics adding more to that idea. The nature of the graphics (with the hands meeting in the centre and the yellow mass in the centre)  also demanded for a centralised layout for the text.
• The nearly centralised layout was also not very interesting; it didn’t allow for easy experimentation with the text, and ended up looking like an editorial page rather than a poster. It was not as able in supporting the idea of ‘experimenting’ and may not be as eye-catching as posters with better variation in text and graphic placements.