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Final Piece(improved)

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Improved final piece

week beginning 06/06/17

For the packaging based on Picabia I didn’t change the design completely, I just added to it, and decided to use colours from one of his works that didn’t have much blue. A similar thing applied to my packaging based on Mondrian, I chose another one of Mondrian’s works ‘Composition with Large Red Plane, Yellow, Black, Gray and Blue’ instead of his work ‘Composition with Red, Yellow and Blue’. This allowed me to avoid using too much white, and also more colours were involved so the use of more colour would make the packaging seem more captivating. Another thing is that since my other designs have a lot of colour\shades this design fits in.. when all packaging comes to form a set of 3.

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Final piece

Packaging designs from bird's eye view and as a set.

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Screenshots of editing and altering in Photoshop and InDesign.

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InDesign and Photoshop.

Week beginning 15/05/17

I used InDesign to draw out the nets and add basic detail before colouring it on Tumblr. I altered the first design deciding to have more of the design but on different sections( 2 sides instead of 1- As shown below first image is a test...2nd is final). In InDesign I used baseline grids and worked in millimetres as some sides of my model were e.g. 6.9cm. After designing and adding the design outline,I transferred it onto Photoshop to add colour.

Editing it in Photoshop allowed me to fix and alter elements.. situation that occurred- The black outlines done on InDesign were a different shade of black in comparison to Photoshop when black was used to fill in a section. It resulted in pixelation with some shades of grey. I had to use the healing tool and paint brushing tool to fix things.

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Evaluation

I decided to design chocolate packaging for the Tate Modern.In regards to my designs due to the museum containing modern day art etc, I based my designs on Modern Artists to reflect it. This way my packaging would fit in and not seem out of place if it were to be put into context. I wanted to challenge myself, so I have decided to focus on shape and branding as well as the design itself. I began my project by visiting museums and places where I could view different types of packaging, this included The National Gallery and Saatchi Gallery. Their exhibitions of artists’ artworks may have not been similar, but it gave me a rough idea of what artists fall under Modern. This includes 20th and 21st century, having decided to do 3 packaging boxes on 3 artists.

I began researching into current packaging, creating mood boards, looking at packaging companies and packaging in other countries. Patterns seemed to be a common element rather than a more bespoke design. In regards to this, I looked into Op Artist Bridget Riley and began sketching ideas not long afterwards. Her artwork is continuous, so I tried to use the idea in a different way. I began sketching and some of my ideas the designs continued onto the next side/face of the ‘box’ like shape. I instantly liked the work of Riley, and chose use her as inspiration for my final piece.

I also looked at artists such as Robert Delaunay and Francis Picabia; one artist uses circles and loads of colour whilst the other is more of a cubist. I found it easier come up with ideas that were inspired by the works of Picabia since you can do a lot with cubism, this could include abstract shapes or images till you can just about make out what the picture is. I researched into artists such as Theo Van Doesburg and Mondrian, two artists with similar styles yet different. When sketching, playing around with grids was interesting… stretching lines out having wider spaces and having to block some areas that were white with colour to recreate a similar style. I lastly looked at Totte Mannes and Jim Dine. Totte Mannes’ artwork reminded me of seeing something metallic, in some of her paintings the way she used colour gave a more luxurious, royal vibe. As for Dine had a more loose style in his etching  paintings and printings of flowers. I tried out the idea of having sleeves, this involved cut-outs. After experimenting I found out that having two layers of packaging to create a similar effect was more effective.

Since I also decided to do a logo, this was one of less important aspects regarding how much time I would spend on it, however was still considered important.  After thinking of names I came up with name chocotate, it had the part ‘Tate’ embedded in the name. I didn’t want to have a logo with illustration so I just wanted the logo to be typographic.  I looked at the branding agency from Ukraine known as ‘Reynolds and Reyner’ and also designer Massimo Vignelli to help me decide on a final logo style. Combining elements I ended up going for a joint up font for ‘Choco’ and a more modern font for ‘Tate’ having the word separated so it takes up more space. I also asked several people on their opinions and they preferred the bolder more quirky logo as it was more clear. Presenting my ideas to peers and tutors was okay, they could recognise artists based on the design, which was the purpose. As I presented I found it difficult to explain how I came up with designs, but that could be a sign that I need to experiment or develop on some. After sketching both designs and shapes, I came up with an octagonal-like prism shape; this was a result of having a problem with my original plan to have a hexagonal prism shape. The issue was that if I recreated it, the model would be slightly off and won’t look similar due to a trapezoid like shape having one longer side. I was happy with the final shape in the end, and looking back now I think that this problem only made the shape better. The only down side was that sorting out this small issue took a bit of time and that time could of been used in other areas of focus.

I finally decided to base my packaging on Bridget Riley, Piet Mondrian and Francis Picabia. When it came to developing I noticed that all artists had the colour blue in one of their works. Whether the amount of blue was little or more, I used it as the main choice of colour. Using my models I measured sides and redrew it on InDesign before adding basic colour. This was quite time consuming, I had to use a calculator to speed up calculations as I was working with millimetres. When I tried to export the template and redrew the design on Photoshop, It didn’t work as colouring it in turned the whole page one colour. This led me to drawing the basics of the design in InDesign, dropping colour on Photoshop and doing fixtures there. I used different shades of blue in all my designs before adding the logo, this way all designs link in some way. I printed the designs before transferring it onto card, some measurements were off but I managed to fix it.

Overall I was impressed with my designs, and peers seemed to favour my design that was inspired by Picabia and Mondrian, with Mondrian being the easiest to distinguish what artist.  I was happy with the choice of colours, as blue is very neutral yet a cold colour.  After adding improvements I managed to correct type that upside down or the wrong way, and also improve on colour. With some designs in particular the design based on Picabia in my first final (the one that was not improved) I liked the blue scheme and the design with the logo on top.  Maybe a change of colour was all that was needed so I probably went further than needed as I redesigned the top and changed the logo position. I was pleased with my design and with the new choice of colours that were used in the artists’work. Having a simpler shape would of allowed me to use my alternative design that involved sleeves; I could of used more media or use a material other than card. This might of made my designs seem more professional, and different e.g. using print instead of digital. I also think that getting more feedback along the way would of boosted ideas, even doing a questionnaire at the start to see what suits people’s tastes.

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Final Models.

I had a problem where my design couldn't be recreated as a model unless done after many trials and errors. When it came to doing models I continued to alter it until I was happy, with a calculator near to improve accuracy. I ended up creating a new design as a result of noticing a mistake... it similar to my original plan to do a hexagonal shape,but more octagonal this time. 

Development of ideas~(shown in sketchbook)

When it came to developing from initial ideas, I thought of things such as what if the design only filled a section of the one side? ... or continued onto the next. I played around with scales.. larger patterns... small detail, to see if that could effect aesthetics.

Some designs such as Bridget Riley etc, I took inspiration from Mondrian’s grids.. and had the idea that no matter what shape the box is It could have a outline around the sides. I found It easier to play around with Picabia’s cubism and use similar colours, this was mainly because there was no detailed elements and was just shapes. One of my favourite designs was the small cubed shape boxes with open tops. The idea of enlarging a design suited the shape of the box. 

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Jim Dine

Born June 16th 1935 in Cincinnati, Ohio. He was an American artist, Sculptor and print maker. He is known for Pop Art, Painting, drawing, Sculpture and print Making. Art movements: Neo-Dada and Pop Art.

Etching and other Print methods are used in all of his artwork that is based on flowers. It captures the beautiful, delicate petals of the flowers. 

In his painting ‘The first woodcut gate( The landscape)’ 1983

Bold black print of the gate stands out more due to the blurriness of the background colours. 

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Totte Mannes

Born in 1933 in Kajaani , Finland. And is a visual artist. 

Her work is very tonal, and uses metallic like colours.. the shades of blue and purple in her painting ‘Petroleum’ gives a luxurious feeling with the gold adding to it. In relation to chocolate, the sort of colours Totte uses would suit the expensive range/side. It gives a royal/regal impression.

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experimenting with cut outs

Week beginning 08/05/17

As an alternative design I thought of doing sleeves that would go over the packaging to hold it in place. In my sketchbook I experimented with cut-outs, trying to use the artists’ style to recreate art.

These tests gave me a rough idea on if the designs may work. In my opinion cuts out within the packaging with coloured background as the behind layer was more effective.

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Massimo Vignelli

week beginning 08/05/17

Vignelli is an Italian Graphic and Industrial Designer as well as Architect. He believes that trend kills the intensity of design.

What i like about his logo for American Airlines is that the illustration and type only contains 2 colours, It’s very recognisable and also clear to read. In his Heller packaging design the colours are exuberant against white. It isn’t too bright or too busy and stands out on it’s own.

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Piet Mondrian

Week beginning 01/05/17

I decided to do my artist research on Mondrian because he had a similar style to Theo Van Doesburg. 

Mondrian was a Dutch painter who was most commonly known for his paintings that followed the art movement ‘De Stijil’ (aka Neo Plasticism)

The Gray Tree(1912)

What I like about the painting is the style, it is painted in such a way the strokes creates a marbling effect whilst the dark paint visible forms a tree.

In his ‘Composition no.10′ (1932-42) He limited his colours to primary only, In my opinion this draws the viewer’s to focus on the composition of the lines.

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Logo ideas

Week beginning 01/05/17

After looking at Typography previously... I decided to brainstorm logo names before designing. I eventually was pleased with the name ‘Chocotate’ so started to experiment. 

I wanted to go for a logo in black only because I maybe considering taking my final designs into print.

(More on a1 sheet)

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Reynolds & Reyner

Week beginning 01/05/17

Is a branding agency based in Kiev, Ukraine but has international branches where teams are working in New York and Shanghai.

When I first looked at their work previously done for companies... I particularly liked the use of colour. Why use black when dark shades of any colour give a similar effect, perhaps even better.

One of my favour designs of theirs is ‘Waldo Trommler Paints'packaging design. The colours are vibrant and unusual, there is no use of white and black. The typography is bold... and the one image is enough to give the customer or buyer and idea of what is inside. It seems like even if you don’t understand english you can still know what’s in the packaging.

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Typography

Week beginning 01/05/17

Before logo designs I researched into Typography, learning about Kerning and Tracking. Kerning is the modification of space between two letters in a word, however Tracking is the modification of letter spacing between all letters.

I may apply kerning to my logo, It adds a bit of uniqueness to a logo.

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More Ideas

Week beginning 24/04/17

I continued to do more designs, inspired by artists’ work that I could do several ideas or more, I tried to change the shapes and be more different. I started to like designs where a pattern doesn’t cover up the entire surface, this could for example be the lid only.+

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Models: Basics

Week beginning 24/04/17

I experimented with different templates to see which ones were suitable. I preferred the diamond like shapes to the traditional square/cube like box.