Archive for the ‘Kevin Haigh’ Category

Digital Graphics Level 3 – Blog 7

September 22, 2008

Digital Graphics Level 3

16/09/08

Blog 7

Kevin Haigh

The third poster uses a digital photograph of the inside of my grotty microwave. The idea behind this image is the way students find substitutes for items like dishes and cups due to the breakdown of a washing up rota.

The central image uses a pint glass instead of a mug and the kettle being in a state of disrepair is replaced by a microwave to bring the coffee to the boil. The core theme I was trying to achieve was to celebrate the inventive, DIY nature of Wannabean’s consumers by enjoying the coffee when conventional equipment isn’t available.

Digital Photo of pint glass with coffee in a filthy microwave.

A duplicate copy of the main image was created as a contrast layer. The glass was cut out using the magnetic lasso tool and a drop shadow applied with a highlight placed onto the glass.

A rainbow radial gradient with a layer blend and opacity reduced to 25%. A spectrum graphic runs vertically and was blurred and the opacity reduced.

The spectrum graphic was warped, blurred and positioned running from the left to the centre of the image. A second radial gradient was created and the perspective was changed so the gradient almost lies flat with the coffee surface.

Final image with logo, strap line and strap-line background added.

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Digital Graphics Level 3 – Blog 8

September 22, 2008

Digital Graphics Level 3

18/09/08

Blog 8

Kevin Haigh

Critical Evaluation of Posters

INTRODUCTION and RESEARCH: The aim of my graphics project was to design a series of posters advertising a fictional new brand of coffee, aimed at the 18 to 35 age group. The idea was to appeal to a customer base who wanted a good quality coffee product at the cheaper end of the market. I wanted to use humorous images and illustrations, inspired by other value brand promotions such as the Pot Noodle and Tango campaigns; in other words, a self-mocking approach that would appeal to its target audience.

Initially, I used my sketchbook and mood-board to flesh out my ideas and to explore colour palettes and visual design styles.

My objective was to take original photographs using a digital camera, and then graphically re-work them – enhancing or changing colours, adding logos/text etc.; in order to create the ‘brand’ identity which could be seen throughout the series of the three posters. For my first poster, I wanted an image of a run-down back street, so I photographed many locations around Huddersfield for my research. In contrast, my idea for the second poster was a close-up bleached-out photograph of a face. This was achieved in a studio set-up, using lights and a macro feature on the camera to get a crisp, high definition close-up image. For the research for my third poster, I used props and lighting effects to create various kitchen scenes, which I could then graphically re-work using the features in Photoshop. I researched the font style by looking at typography that is usually considered ‘low-art’, such as in comics and graffitti, which I felt suited the brand and potential age-range of the consumer.

DESIGN: As can be seen in my sketchbook, initially I wanted to use inks and paints to illustrate the posters – these would then be scanned in and digitally altered. The idea behind this style, was that the hand-drawn sketches would lend themselves to the graffitti/student feel. As my ideas developed, I wanted a sharper, more defined look, so I chose to use original photographic images. I felt that this would bring about an added realism to the posters, and connect more directly with the brand’s target audience.

The same layout was used in all three posters to aid the continuity of an advertising campaign. I chose to have a strong image in the centre, the brand logo across the top, and a text strap-line over the blurred-out photo across the bottom.

Poster 1: The message I wanted to convey in this image was the humour of the contrast between a fictional coffee company Quality Control department being located in a run-down shabby backstreet.

Poster 2: The humour in this poster comes from an obvious over-the-top reaction to the man forgetting to buy the coffee.

Poster 3: This poster replaces the conventional mug and kettle for a pint glass and microwave to give an ad-hoc feel for enjoying Wannabean.

CONCLUSION: In creating the three posters, I have had the opportunity to fully explore the graphic techniques available in Photoshop. I have learned new methods in both technical and visual styles of design. In addition, my time-management skills have been improved, as I always had my creative and written work completed on time.

If I could change anything about my work, I would like to have used more elaborate settings, actors and props, in order to create a slicker feel. I deliberately kept my images quite simple due to limited resources. I feel that my three posters have been successful in meeting the original design brief. Through the use of my photographs, text and style, the posters combine strong visual images with a humorous angle, and would appeal effectively to the target age group.

Digital Graphics Level 3 – Blog 6

September 15, 2008

Digital Graphics Level 3

14/09/08

Blog 6

The second poster entitled “Black Eye” continued to use a digital photo as its foundation. This poster uses a narrative in a single image. It portrays a male who’s been given a black eye by his partner for forgetting to buy Wannabean while out shopping.

Digital photo taken of me while wearing a post-it note.  The image has been cropped and the contrast adjusted.

The bulk of the work for this poster was getting the black eye to look right. The black eye itself was taken from an image I found on a website and placed within my poster. I then used the scale tool to get the proportion right and made a duplicate layer of the eye to be able to use the layer blend options to darken the area and the burn tool was used to exaggerate the look. I touched up the outline with the blur tool to soften the edges.

The final result. As in the first poster I applied the same layout so I have continuity running through all three designs.

Digital Graphics Level 3 – Blog 5

September 15, 2008

Digital Graphics Level 3

13/09/08

Blog 5

Over the last few days I have worked on and completed my first poster in a series of three designs.

The design is named “Quality Dept.” and features a digital photo I took of a local run down back to back street. I wanted a contrast to the title and feature a fictional quality dept for my coffee brand “Wannabean” situated in a setting that is anything but quality. I am aiming for a self-mocking ad campaign favoured by brands like Pot Noodle and Tango.

Digital photo used as main image.

Text applied to steel shutter and rasterised so I could use the perspective tool to run the text along the lines of the shutter. The opacity was dropped down by 20% so the text blends better with the backgound. Also an under layer of hand drawn graffiti was included onto the shutter and knocked out with a large eraser to build up the grubby look of the image.

A Banksy style of art work was placed onto the brick wall to provide the “hip” ingredient. The coffee cup was a free custom made brush that I downloaded. I used a duplicate layer of my original cup to provide depth of colour and also to darken in places using the burn tool and dropping the opacity so the bricks are visible underneath. A third layer was used and contained a drawn underside of the cup in the same colour to provide a bleed look that stencils can sometimes give.

A rectangle was filled with black on its own layer and the vector Wannabean logo was scaled up and placed.

The bottom quarter of the main photo was selected and jumped up onto a seperate layer (ctrl + J). The image was then bleached using the image adjustment control brightness/contrast and blurred using gaussian blur. A layer mask was then used and by applying the gradient tool a smooth blended edge was achieved.

A strap-line was placed onto the bleached area. The strap-line font was Aarvark Cafe and a slight drop shadow was used to lift the text.

Final image.

Digital Graphics L3 – Homework Blog 4

September 11, 2008

Digital Graphics Level 3

Home study

07/09/08

Over the last week I’ve been mainly drawing ideas in my sketchbook about what to include and get the right feel for my posters. This process helped with the compiling of my moodboard as i think the images i selected and collaged together portray the youthful and vibrant look I was after. The moodboard has a splash of garrish colours (pinks, yellows, lime greens) to sit alongside the more conservative earthy colours of brown and maroons. The images range from urinals, women in neon clubbing wear, an example of the Pot Noodle and Tango ads and a selection of Banksy street art and a Jeff Koons photo.

Banksy images

Tango Ad

Minister of Silly Walks

Irreverant and anti-establishment are going to be my main design concepts. The Coffee brand will be aimed at young people on a budget so the content of my three posters should reflect a fun and hip product.

I have also worked on designing a brand logo to be included in my series of posters. I chose a free font “Baveuse” because it had a cartoony chunky look I thought would sit well with the kind of imagery I have in mind.

Wannabean brand logo

Arranged “Wannabean” logo layout and used Fill tool to colour the layer brown and scaled up to act as a second stroke.

Used the stroke effect to create a beige border around the logo.

Digital Graphics – Session01 – Setting Up Proposal

September 11, 2008

Today I finished writing my proposal and fine tuning what I want to portray with my poster ads.

Proposal for Poster Campaign

Innoblend are a UK based coffee company who are about to launch a new range.

The company’s products are aimed at a wide section of the population (A to C demographic).

The new product “Wannabean” will be aimed at the ‘financially-challenged’, and the 18 – 35 age group. It will be promoted as a great tasting instant coffee at a low price.

Aim of Poster Series:

  • To appeal to students and young people.
  • Will be illustrated through humorous images and slogans.
  • To focus on the energy-improving properties of the product.
  • To underline its smooth flavour and value for money.

To be seen as a cool brand for young people.

I learnt some photoshop techniques like creating reflections and shadows via Dave’s tutorials and discussed how to set up a blog account.

Digital Graphics Level 3 – Blog 3

September 11, 2008

Digital Graphics Level 3

05/09/08

Kevin Haigh

Today the tutorial concentrated on using the custom shape tool. Below is a screen grab of an exercise I did using a maple leaf custom shape to compose a pattern and also be used as a mask to reveal a background of autumn leaves.

Screen grab example of maple leaf design.

Screen grab using text as a mask to reveal image in layer beneath.

I used these exersises as a base to get creative and visited the “deviant art” website and downloaded a few user made custom shapes and installed them into photoshop. I created a composition using some of the new shapes combined with a couple of free hand drawn layers I used as a background.

The vector based shapes lend themselves well for this kind of “scatter gun” approach as I can stretch, pull, skew and scale them anyway I choose with no loss in image quality.

Design using vector custom shapes.

Example 2.

After creating my design It gave me a few ideas I could use in the construction of my posters. I could for example use custom shapes to form a coffee cup or people enjoying the coffee in silhouette.

Digital Graphics Level 3 – Session 02

September 4, 2008

Digital Graphics Level 3

Blog 2

Tues 02/09/08

Today I learnt the importance of text within my design project. Text and choosing the right font is paramount to making my poster design convey the right feel of the coffee product i’ll be advertising.

Dave ran some tutorials on how to manipulate and attach text to path-lines in photoshop. After playing around with vector graphics like wrapping text around an object and working with work paths, I started to get a grip with the possibilities it presents in regards to my ideas for my design.

 

  An example of manipulated text used within a pre set-up image exercise.