Typography for a day

Schoolwork - My Reflective Journal

“Document one day of your life acting as an observer of typographic design. Produce a comprehensive diary of the typographic experience of your day from first thing in the morning to last thing at night.”

My day to day life and the typography I encounter is very similar. I sit a lot in front of my PC and I play a lot of games all from the same developer and the only show I’m currently watching is Breaking Bad.

battlenet

This is pretty much the first thing I see when I wake up. I walk my dog, make coffee and turn on my PC and launch battlenet. I then start Hearthstone.

Screenshot_1Screenshot_2

Later during the day I play some Overwatch and the Typography there is a bit more prominent.

overwatch

I’m not a fan of the typography in Hearthstone. The font is very thick, heavy and almost like it’s from some old parchement. But I think that’s the purpose because Hearthstone is a cardgame based on Warcraft (which is a very old game).

The typography in Overwatch I love. The main font is called “Big noodle tilting”. It works very well both in italic and not and just by changing those things the font looks very different. I really love the Overwatch logo and what was made with the type there, having the V and A “fall out” from their letters.

In the evening I watch Breaking Bad and before we got this assignment I actually paused the intro to look at the typography. I think it’s really clever. For those who missed it breaking bad is about a high school chemistry teacher who becomes a meth cook.

breaking bad

I love the play on the chemistry table! I have paused many times to look at the intro in breaking bad. They also use the same green color on some letters in the names in the names of those working on the show. Like ‘Na'(in green)talie.

Typography

Schoolwork - My Reflective Journal

“Define the term “typography” in your own words. Write a few sentences explaining what typography is not!”

Typography is, in my perspective, the science behind type. The definiton of science is according to Oxfords word dictionary “the intellectual and practical activity encompassing the systematic study of the structure and behaviour of the physical and natural world through observation and experiment.” Typography does just that. Typography is experimenting with fonts and types, making words more appealing and knowing how to style them for each situation.

Typography is not just any text. For example, if I sit and write in my journal it is not typography that’s just writing.

 

Design Principles: Themes of Thinking

Okategoriserade, Schoolwork - My Reflective Journal

1. Free thought or freethinking

Contrary to what the title indicates “free thinkers” base their opinions on science, facts and logics. You would assume that “free thinking” meant you were free to do as you like without rules but alas “free thinkers” do not accept nor reject ideas unless they are directly supported by knowledge or resoning. I guess that’s why it is called free thinking? You can go with whatever you like unless someone states otherwise and can give you proof of their reasoning.

2. Lateral Thinking

Lateral thinking (or parallel thinking) encourages you to discover or learn for yourself through trial and error. The concept was developed by Edward De Bono in the 1960’s. It is based on the theory that logical and critical thinking has limitations.

3. Mind Mapping

Is something I learned about in school and was forced to use in school. It was never my favorite way of work but I do use it from time to time as an adult. Mind maps show how pieces of information fit together and how they relate to eachother. It was made popular in the 1970s by Tony Buzan and has been an important tool in brainstorming, idea creation, problem solving and decision making ever since.

4. Design Thinking Phases

I gave three examples of ways of thinking but actually they’re all pretty similar. When it comes to the design thinking phases there are five of them:

  • Empathise – with your users
  • Define – your users’ needs, their problem, and your insights
  • Ideate – by challenging assumptions and creating ideas for innovative solutions
  • Prototype – to start creating solutions
  • Test – solutions

These don’t have to happen in that order and can be repeated.

Gestalt Theory

Schoolwork - My Reflective Journal

“Define the Gestalt Theory in your own words.”

Gestalt theory, or the gestalt principles, are designs that are put together by many different elements meant to make our brains see structures and patterns by subconciously organising them into shapes. There are six different principles wihin the Gestalt theory: similaritycontinuationclosureproximityfigure/ground, and symmetry & order .

“Page through a magazine or newspaper or browse the Internet and find a different logo for each of the Gestalt principles. Explain in your own words, which logos are showing which principles, motivate your answer.”

Figure/ground

Screenshot_2.png

Figure/ground is meant to have our brains see the foreground or the “main element” of the image (in this case the fedex logo) and then acknowledge what may be hidden in the back by using different elements. In this case, if you look between the E and the x you can see the shape of an arrow. Some people see the “Fedex” first and some see the arrow first.

Proximity

e408c55f7cc2a638e44e2343460ff5ce

Proximity uses the distance between elements to create logos and shapes. This logo is just an assortment of lines but because of how they are placed we read 3 letters.

Similarity

sun-microsystems-proximity

The sun logo is an assortment of U’s, but because of how they are placed they look like they are writing the word “sun”. Similarity uses similar elements to create the image.

Symmetry & Order

1200px-Olympic_rings_without_rims.svg

The OL logo is a great example of symmetry. The principle is that your brain perceive shapes in the simplest manner possible. If you use the same logo but a monochrome version we still see the same kind of shape: circles overlapping eachother and now curved lines.

Continuation

download

Continuation is used to guide the customers eyes to a certain point or in a direction. This makes the one viewing the logo to follow the simplest path on the page. In the Nike logo it makes ut look from start to finish, framing the word nicely. Since the eyes naturally follows a line it’s a good idea to place items in the way you want them to be seen. Another example of this is the Amazon logo.

Amazon-principle-of-continuity

Closure

WWF

This is probably the most famous example of how to use closure in logo creation. The principle of closure utilizes the invisible lines the eye will see because it’s expected to be there. Looking at this logo we see a panda, but there is no line there to actually finish up the drawing, yet our eyes still see an animal. By using clever positioning we can trick the eyes to see what we want people to see.

“Find examples of four themes of thinking, and explain your choices.”

In tomorrows report we will continue to explore graphic design principles and answer the question above.

LA – Packaging

Schoolwork - My Reflective Journal

For this assignment we were supposed to create a life-size version of a packaging we designed. I am a little confused as to what we’re actually supposed to do here. I created a lifesize “mock-up” of the design, but I’m unsure if we were supposed to actually have something real manufactured. The colors on the mock-up are not exact to the digital design. I made a front and back for the design but I might need to adjust this to better reprsent the product for the final digital design.

I decided to create wet food for my brand. I made a mock-up and design for one taste (tuna and salmon) while the wet food will come in lamb and chicken as well.

Having worked in a pet shop for 3 years the packaging came naturally to me. I didn’t do any research on colors but I will find brands to cover my choices.

Lamb is most of the time represented as a light brown/beige color or purple (but because HILL’s use beige I will do the same because they’re  the VET’s choice so it already has an establishment in its color), fish is blue or pink (tuna/salmon) and chicken is yellow. For that reason I chose the colors for the wet food.

Since my brand is ECO friendly I did some research on food and what packaging is the best for the environment. A lot of wet food for dogs is canned, but cans are not good for the environment because of the coating inside and it uses a lot of energy to create and to break down. Most food brands have changed their canned beans and, coconut milk and crushed tomatoes into carton/paper packaging. I decided that my wet food would be packaged the same way. It’s the most eco friendly and it stacks good in stores as well as in cabinets at home. I did think of a “ready-bowl” but that would require plastic.

wet-food.png

Design I tried but wouldn’t work on the final size.

https://www.kungmarkatta.se/nyheter-och-press/posts/2014/december/nu-blir-kung-markattas-konservburkar-bisfenolfria/

https://earthbuddies.net/sustainable-pet-food-packaging/

http://www.copacking.se/forpackning-for-miljon.html

http://www.copacking.se/forpackning-for-miljon.html

LA – MARKET YOUR WEBSITE

Schoolwork - My Reflective Journal

I started researching different advertising costs. The one that seemed the most beneficial was Google Ads PPC (pay per click) version, but that was way out of my budget. The budget I have is 1800$ while PPC Ads are usually around 9000 and 10000$ per month. This method shows ads to people that are already searching for something so they are more willing to go to the ad.

However you could start out and make successful Google Ads for a much lower price but that means you need some knowledge and experience with the platform to get the best results.

If I were to market my website I would most likely learn how to use google ads the cheapest way to get the best results.

The cheaper way to use Google Ads is GDN (google display network). This is more used to grow and remarket your brand. They are the type of ads that show up on similar websites or pages that share the same target audience. It has a lot lower click-through rate and usually costs .058-1.66$ per click (while PPC go between 1-2$).

The next option would be to look into Facebook Ads. It’s fairly easy to use and you can put up and plan your budget on a week by week basis. You decide how much to put in and for new and small businesses this is one of the easier and cheaper ways to go.

Facebook also owns Instagram which means you can market through both platforms in an easy way. Instagram ads also look less intrusive and more like “content” than ads which gets more clicks.

Which one of these options are best for my project? Since my target audience for my website (about my hometown) is a variety of people I would want to use different type of ads. For example, I could use Instagram ads to market pictures and videos from the website that show attractive things to do for teens in the area, while I use Facebook ads for jobs listed in the area or similar to reach the older audience.

Since my budget is low I would make use of Instagrams algorithm. Using the IGTV function, 1-3 posts a day and an active Instagram story to generate heat to my Social media. I would focus it around the younger audience. What artists and musicians do we have that are from our town or area? Highlight them, street art and anything that would attract a younger audience.

I would use half of my budget on Google PPC ads when the Website is launched. It’s a great way to get people to the Website even if is costly. The other half I would spend on Facebook Ads. I would avoid Instagram marketing at the start since my main target is an older audience.

If my budget was doubled I would do the same, half on Google Ads but I would also allow spending money on Instagram Ads.

For this exercise we were also tasked with coming up with a viral idea, but I’m at a loss in how to come up with a viral idea for this website. I would create a video shooting it somewhere in the area which the website markets. But something enough to make it viral? I mean the slogan for the area is “Långt ifrån lagom” which means “far from average”. I could probably play with that? In the area is where all of Sweden’s money used to be made. Could have three girls with really voluptuous posteriors in very short shorts shaped in a very revealing way sitting on the roof of that sharing a nice ice cream that drips in the right places. Not something I’d like to put in my school work but if we analyze what actually goes viral these days that’s where we end up.

Sources:
https://www.lyfemarketing.com/blog/average-advertising-costs/

https://www.entrepreneur.com/article/299335