vc sca Flashcards
what form did design brief take what info included
Return brief, outlines job and what intended to do and in which sent to client for approval before starting- includes bus profile,TA, deliverability,costs and responsibility , Brief was a client meeting = caroline and emma to meet discuss what caroline wants e.g bus card and cover head and what caroline preferences e.g clean legible traditional contempoary professional. Also info on her fave flowers etc And colour palette deep red neutral colours
Research how did designers gain inspiration for their ideas. what elses did the designers research before beginning of the design process. what sources did the designers use for research
They askes caroline about favourite flowers,gardens her favourite imagery + fav gardeners and used the internet to research imagery and information regarding carolines favourite things. such as flowers,gardners etc. Generateed ideas through imagery on computer e.g plant as well as letterhead. Used botanical book from 1900s to look at imagery as well as print in her house with flowers and use of colours
Design Process - process designer followed, media, method and materials - elements and principles
Adobe illustrator- vector base programs= able to adjust and manipulate type as well as higher pixalisatioin. Used pen tool t outline imagery. Generalised ideas by quick sketches of garden shillouetes,flowers,type. Type used- different ideas/type i=experimenting with size. Used calibari UPPercase and tracking to increase space bw type used non lining no. for movement. Needed type to suit caroline =warm and contmporary with bit of traditon/elegance which was done by andlehand with swoosh to replace the and. - Experimented with flower/imagery by making asymetric balance by adding flower imagery to end.
Concept presentation make a mock up business card with different colours sent to client to here opinion were asked to change/experiment with different imagery of flower petals.
Refinement looking at differnt petals
PRINCIPLES- colour,shape,tone
Element- contrast,cropping,scale,hierachy,figure ground
FINAL Pres FORMAT- letterhead, bus cards the colour,type of paper recycable susitanable. Kept cost limited by not putting to much type.
Specialists did designer work with - how did work together - what expertise they had
Printer specilist- to print the design and information onto bus card and letter head using offset printing = uses large machines to transfer an image on to paper using a plate and rollers. as well as paper stock specilist= look at differnt paper alternatives and colour for client
CLIENT
Caroline- Caroline gardens and design
Inner city melbourne graden for those who lack inspiration time and wish to have garden at home. Wants clean legible traditional contemporary that is proffesional and promotes her business with coour palette of deep reds and neutral colours- ask what favourite colours were and her inspiration
Evaluation how d id designers evaluate work during and at conclusion
See how appeal to wider audience, communicate sense of style but also professionalism. Contemporary- evaluated by checking with clinet +looking at alternative adn sticking to brief
Evaluation technique
Critcal thinking, reflective thinking and critique - PMI,SWOT etc
Designers work with specilists
Designers may indertake much of production or may outsource task to other specilist dependent on their own skill/needs and wants of client
Comm design- printer,materials expert,illustrator,photograoher etc
Environmental Design - City planner, Land survery
Industrial- manufacturer, engineer, tool maker
Role of Brief
is very important documents clients needs, state purpose of visual communication, discuss demographic/contect of vc, Discuss constraints and limitations e.g costs time, social/cultural factors
Designer/client
May approach designer with a communication need or have limiated udeas or some may come with brief and specific requirements. also different involvements of clients. Some designers will work under a senior creative director and have limited contact w clients or some may communicate directlu with client
BRIEF
client needs, purpose, target audience, context, constraints
- Research
-Generation of ideas
-Development of concepts
- Refinement
-Resolution of Presentations
1.Research
info collected for inspiration ,investigation and analysis
2.Generation of ideas
application of research info and inspiration when creating design ideas
3.Development of concepts
selection of ideas and developments of 2D and 3D visual communication
4.Refinement
modification and changes in response to feedback and evaluation against brief
- Resolution of Presentations
presentation of visual communication that satisfy brief
Ethical and Legal Issues
need to consider ethical issues that effect field= designer resp towards client and wider community issues include copy right, plagiarism, sustainability, safety, cultural sensitivities
Freelance Designers
A designer who runs their own business/self employed. They liase with client to create the brief- can work from home due to technology
In house designers
In house designers are designers who work permanently with one employer. Governement entities such as National Gallery of Victoria have in-house designers who co-ordinate with their marketing,publications,brand identity,signage, packaging .
Administration support t/f enabling them to entirely focus on creatuve aspectes of design unlike freelancers
Creative director
A design studio
Designers who work together in a studio practice. This workplace may have a range of specialists. Tender for larger projects
Kerning
adjusting of the individual letter
Tracking
the adjustment of space between groups of letters
Leading
the amount of space between the lines in a text it is measured from one baseline to another baseline
Intellectual Property (IP)
Protect the unique creatuve value e.g bus logo
IP Australia registered for a fee
Patents
original idea and deigns that have been officially registered. Gives owner the commercial rights to use the design For invention and prototypes = 20 yrs e.g dropbox
Inventor must met set of criteria
Trademarks
original idea and deigns that have been officially registered. Gives owner the commercial rights to use the design Registered, protect brand e.g logo,colour
unique and distinguishable to bus e.g cadbuty colour
Copyright
legal concept that gives creator of an original work exclusive rights and protects work from being used without the creators express permission. Free and automatic
