Final Evaluation of the Project

The Brief

The brief was to make a magazine page and website banner adverting either a modern or vintage car. I felt that this brief was going to challenge me and therefore I was quite looking forward to this project. I knew all along that I wanted to use a Volvo for the main car in my advert and therefore it was evident to me that my advert was going to be based around modern cars straight from the start of the project. I approached this project by gathering as much information as I could on the particular car brand I was advertising, as I wanted my advert to be accurate and realistic. I collected things such as Volvo brochures and looked particularly into the safety of the car. This was what I planned to base my advert around.

My final concept was a deer standing in front of a Volvo. It was a three part advert, with the words ‘IntelliSafe, all lives matter’ spread between three posters. Each poster featured a different animal standing in front of the car representing the idea that the Volvo car is the only car fitted with IntelliSafe; a device to make the car stop before a collision is caused. These words were therefore meant to show the fact that even the lives of the animals matter, and thanks to the Volvo they are safe when crossing the road.

I reached my final concept after lots of research. Each bit of research I did added to my ideas, and changed my mind about different things. Additionally, having feedback from a Graphic designer, and car enthusiasts influenced my decision making massively, as I learnt where the weakest parts of my ideas were and how they could be improved, based on not only my own self judgement.

My research was critical to the final outcome of my advert. Researching car adverts helped me work out the angle I wanted my car at, researching the car brand itself helped me to understand how to present the cars features suitably, and influenced the statistics at the bottom and side of my poster. Furthermore, my research of different movements in art/graphic design helped influence my design, as I found that Propaganda would work the best on my poster after experimenting with lots of different ideas based on this research. The reason I found Propaganda to be the most successful was down to many factors, but one of the main ones being that it is a powerful way of conveying a message. I felt that Propaganda was very useful in showing two different sides to things, such as which side you should take in the war, or whose side you should take when watching The Hunger Games movie. This allowed me to think that it may be a useful concept in showing the animals side to a car accident, with the opinion that their lives are just as important as the drivers. This again could be a controversial message within itself, as some people may disagree, and therefore using Propaganda to demonstrate that animals lives matter too, may evoke some kind or reaction, which in the real world would get a poster noticed.

I feel that my final concept does fully meet the brief. I looked at colours in modern car adverts and tried adding this to my own, and made sure my advert links to the brief’s description of ‘modern car advert’. Researching modern Volvo’s helped with this as I feel it allowed me to gain a knowledge of modern day cars in particular, focusing on the specific features they have, that a vintage car wouldn’t have.

I am quite happy with my final poster as I feel it has come far since the original thumbnail design. I feel it has been developed and developed again changing its strengths and weakness’ throughout the project. One of its main strengths I feel is the cars lights which separate it from the dark background behind it. This is something I may not have thought of, but based upon my original car advert research where I looked at a Toyota Yaris, this idea came to me, this shows how the research I did to get to my final outcome was critical. I feel this was a success purely based on the separation it creates between the back and the foreground, and helps to remove the flat quality of the image. Another success I feel is the animal Illustrations I produced. Not only were they a time consuming process, but they were also particularly tricky to draw, and I am overall quite happy with how they have turned out.

To improve my designs further, I would perhaps use Photographs instead of illustrations for the animals. This would make the advert more realistic, and perhaps look slightly more professional. Furthermore, although I am quite happy with how the typography has developed due to the amount of research I did on it, I feel this is another thing that could be changed. Despite its link into Propaganda, I don’t like how it appears on the poster and feel that it may even benefit from even more refinement. It could even be developed into metaphoric lettering instead, as I feel that the tree branches at the top of the page could even be manipulated into the shape of words, and may look quite nice in the design. This would give it quite a natural appearance, which would link into the animals and scenery behind the car well. However, this would perhaps give a more Eco-friendly vibe, which is not what I wanted my poster to represent.

Throughout the whole project, I feel my successes lied in the amount of research I did into Volvo. This allowed me to understand what kind of message I wanted to portray straight from the start of the project. Furthermore, another success in this project I feel was my final design as I feel this has developed a lot from the original thumbnail idea.

I could have improved my time management, as I feel towards the end of the project I had a lot to do. This is something I will try to improve on my next project.

 From this project I have learnt how a graphic design brief works and how a lot of research helps towards the final outcome. I have also learnt how difficult it is to incorporate my own ideas and the ideas of others, such as my target audience and Kate’s ideas. I feel this project has taught me a lot about car advertisements.

I feel more confident in receiving another brief and feel that this project has taught me how high demand graphic design work can be. In my future projects I feel I will have a lot clearer of an idea as to how the layout of receiving a brief works.




The main software I am using to make my car advert is Photoshop.

Beginning My Design

To start off my design I took a photo of the car I was going to use for my final piece. It is specifically a Volvo to link in with my project and ideas. I imported the photo into Photoshop and using the Rubber tool I cut around the edge of the body of the car, as I only wanted the car in my picture. I could have used the lasso tool to do this, but I feel that using the rubber allowed me to get smoother edges around my car image. Cutting out the car with the rubber tool was quite a time consuming and tricky process, as every time I made wrong move I had to use the undo button to take me a step backwards so I could correct my mistake by re-doing it. However, although it took a while, I feel that this was quite an effective way of getting the best possible outcome. I then selected the car and went into adjustments, to change the colour of the car slightly. This was done using the filter tool. Once I had experimented with this I found that as I changed the colour of the car, it began to become less realistic, therefore I decided against changing the cars colours drastically.Screen Shot 2016-10-12 at 09.49.18.pngScreen Shot 2016-10-12 at 09.49.07.png

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Deer Illustration

After this, I then decided to make a start on the deer illustration, by finding an image of a deer to copy from google. I began my illustration by changing the opacity of the image I found to a lower percentage, so I could see where I was going to draw over the top of it. I also made a colour palette, so I could get my colours of the deer as accurate as possible to achieve the closest representation of what an actual deer looks like as I could. The process of drawing this deer I find incredibly hard as I feel I want it to loo realistic, and therefore makes the process even more time consuming than cutting out the car was. I started off just using a normal, single straight lined brush from the brush selection on Photoshop, but then decided to experiment with different brush strokes, to see if I could find one that would take me less time to draw with, or perhaps one that mimics the fur of an animal.

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Here I started to draw the deer’s features. The image to the left is the eye of the deer and the other image towards the right is the start of the deer’s nose. I found that this was going to be a very time consuming process if I were to try and make the deer quite realistic.

To the right of my deer drawing, I placed a mark of each colour taken from the deer photograph. This allows me to work from a colour palette, so the colours were as close to the real thing as I could get them.Screen Shot 2016-10-21 at 14.28.20.png
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Influence from Scamper

Using Scamper to experiment with different ways I could have my design was a very successful way of experimenting with my idea. In my Scamper ideas I looked at ‘substitute’ and experimented with substituting the deer out of my design and replacing it with a rabbit. On top of this, I used this idea when presenting my work to car enthusiasts to see their take on how they feel substituting the the deer out for another animal has worked. Based on my feedback, I found out they felt the deer was the strongest concept as it is a big, and powerful creature in comparison to a small rabbit. This made me have second thoughts on whether substitute could work for my design, as my view clashed with the car enthusiasts views. Following along with my Volvo themed advert, I felt the use of animals in my design would be quite effective. This is due to previous adverts that have been made by Volvo, symbolizing the Eco-friendliness of the cars. For example, these three adverts below.

Each of these adverts show a clear link through the idea that each animal is in the same position, on the same car. They additionally have four main differences, the type of animal, colour and model of car, and angle the car is at. This gave me the inspiration to make three car adverts, changing the type of animal used in each one, which is where my rabbit idea could be used, along with the deer. As the car enthusiasts preferred the deer idea, this will be the first poster in my three part advert.


This is the image I am using for the background of my advert. It is a photograph of a road I took in Sawston. The picture on the left is the original, and the picture on the right is the edited version of the photo. As I found that many modern car adverts include a lot of use of the colour black, I decided to change the colour of the road to suit this. To change the colour of the road, I used the lasso tool to outline the road, and then went into ‘image adjustments’, and then to ‘photo filter’ and filtered the main colour of the road to black. I made sure it only darkened the road slightly, as I felt changing the road to a complete black made it look very unrealistic, and clearly edited.

I felt a road with a specific tree tunnel would be effective for my advert, as I could show my car coming out of a darkness, showing it to be superior and bright in comparison to the darker background.

So far I feel my design is going well, however I am not pleased with the appearance of the car behind the deer. My photograph of a V90 appears very low to the ground, and shows the car to be very low, giving the wrong perspective. This makes the deer loom in front of the car and block out a lot of it, which makes the use of the car less effective. The car also looks to big on the road, and makes the composition of the whole image look wrong. To change this I am planning on taking a picture of another Volvo which is higher rather than longer, so it can be seen better behind the deer.

Following the same steps I did for the first car, I took a photograph of a higher car, an XC60, and cut it out in Photoshop.Screen Shot 2016-10-28 at 11.41.22.png

I changed the background further as I wanted to create more of a symmetrical tunnel effect of the trees. To do this, I used the lasso tool and cut out one side of the picture, and copied and pasted it onto the other side. I then had to use the rubber tool to remove parts of the images that overlapped, and replaced them with hand drawn tree branches to fill in the gaps. To get the right colours I used the eyedropper tool. Additionally, I blackened the appearance of the background the car was coming from to give the advert more of a modern appearance. This made the car seem less visible, so I felt like the Toyota Auris advert I looked at, the car would be quite effective if it had lights which shone forward. These I was aiming to illuminate the deer further, and show how the car has sensed its presence in front of it.

Light and Dark

To add lights to the car I went into Filter-Render-Lighting Effects, and chose the crossing over lights which I placed where the cars headlamps would be. I also edited the distance they shone so they just touched the deer, and the brighter part of the beam stayed in close distance to where a cars lights would shine.

Two other Animals

The two other animals I am planning to use in my three part advert are a fox and a badger, as these are common animals that are known to get hit by cars. I feel that they are both more successful than using a rabbit, as they are bigger, and I didn’t want to show the idea that the car stops for such small animals that this in fact could be a danger to driving.

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The font choice was inspired by the hunger games propaganda posters in which I looked at as part of my research. I feel it shows how Propaganda can be modernised.

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I used the logo, with the quote ‘VOLVO INTELLISAFE MADE FOR YOUR SAFETY’

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This quote I placed at the bottom of the poster and adapted it to make it a more understandable language to me. It links into my research into Volvo statistics.

Final Designs



Slogans/Advert Titles


Some of the most well known slogans in advertising are as follows;

  • Just do it! (Nike)
  • I’m lovin’ it (McDonald’s)
  • Have it your way (Burger King)
  • Melts in your mouth, not in your hand (M&Ms)
  • Get The London Look (Rimmel Cosmetics)
  • Redbull Gives You Wings (Redbull)

For my car advert, I am researching slogans as I feel that they are a interesting part of an advert, and it is something which I feel works incredibly well in advertising. Out of the slogans I have listed, I particularly like the M&Ms slogan, as I feel it is an exact description of their product, but is short, snappy and memorable. Through very few words, the crispy shell of an M&M is described, along with the chocolate center. This is an ideal slogan for their product, however, before researching slogans I had never heard of it before. I feel I will remember the slogan from now on, but can’t be on a lot of their advertisements as I can recall the adverts but not the slogan. I feel that the inclusion of the slogan on all their products is something that is very important, as it adds to your ability to memorize it. For example, Nike’s slogan ‘Just Do It’ is incredibly well known, and is something I can recall being on the majority of their adverts. This shows success in the slogan, as it serves a purpose. However, the slogan does not describe Nike’s specific products, and is therefore a slogan I am not that fond of.

The list below is a list of car advertisement slogans. They each have very individual qualities to them and hold different meanings based on the cars they represent. From the list bellow, I feel my favorite slogan would be ‘Born to perform’ by Jaguar. The reason this is my personal favorite is due to the aspect of rhyming used within the phrase.

A lot of these slogans also incorporate some kind of English language technique, as Jaguar has demonstrated, Rhyming being one. Another which includes rhyming is Ford. Rimmel Cosmetics’ slogan demonstrates an example of using the technique of liquid sounds in their slogan. ‘London Look’ is a sound connoting quick, light movement suggesting that with their product it is quick and easy to get the ‘London Look’. This shows how when looked into further, slogans have a lot of thought behind them to hold as great a meaning as they do in adverts.

  • Born to perform
  • Sheer driving pleasure.
  • Never Follow
  • Everything We Do is Driven By You
  • Volvo Cars
    Advertising slogan: Volvo. For life.
  • Jeep cars
    Motto: –Jeep There’s Only One

What I learnt during my research was that short, snappy slogans are the most effective. For example, the slogan ‘What happens here stays here’ from Las Vegas has become one of the most well known slogans in the world. However, if the slogan were to say ‘What happens in Las Vegas stays in Las Vegas, it may not have been as popular. Additionally, I found that consistency is another key factor to a successful slogan. For example, Nike’s continuous use of their slogan is what has made it successful, and other examples include Pro Carpet Cares’ green centered advertising, in which their slogan is ‘Your Greener Cleaner’, followed along by green colours and a leaf on their website. This type of consistency gives the brand a memorable image, and is a good marketing material.

For my slogan, I would like to incorporate some sort of technique to make my slogan as successful as possible. I particularly like the idea of including rhyme and feel this would be an effective technique if used in my slogan as its catchy and easily understood.

My Slogan

The first thing to think about when coming up with my slogan is what it is advertising. The whole theme of my project is based around car safety, particularly in Volvo’s. Therefore, I want my slogan to have something to do with safety in order to fit with the rest of my project.

In my thumbnail sketch and refined digital idea, the main text on my car poster was ‘THE POWER OF STOPPING’ I feel that this could be developed further as it is a very obvious idea, and I feel it is a bit too direct, as I still want the audience to be intrigued as to what the poster is about.

In my sketchbook is a mind map I made looking into my slogan ideas, and a page developing the idea into my slogan.

Presentation Feedback: Propaganda Typography and added research

Propaganda Typography Research

Out of all my ideas, Kate told me that she felt I should take forward my idea demonstrating the Volvo’s stopping power. This was my idea that featured the head of a deer in front of a car. The feedback I got during my presentation was to look more into propaganda, and explore the types of fonts that are used in propaganda posters.

To start off my research, I looked at different styles of typography used on propaganda posters- which i found from google images. Below are some of the styles I found. These all have a running theme, they are bold and feature mostly straight edges. They also appear to be on the page almost in lines; diagonal, horizontal, vertical or straight, and most letters have very harsh edges to them.

Another running theme throughout these typefaces is the colours used for them. A mild yellow/cream colour appears to make an appearance in most of these typefaces, along with red and blacks. Two of them however, feature blues which show a less noticeable approach than the others. Based on Kate’s feedback, I feel using reds in my poster would not be such a good idea due to the fact it creates intimidation, and as my poster features an animal in front of the car bonnet, this would not be effective in creating the type of message I was aiming for.

How Propaganda has been modernized

Through my research of propaganda typography, it became clear to me that all the typography I had found on the internet was old-fashioned, or war based. This is where Propaganda started. However, I am looking to create a modern advert, and using old style typography would hold more links to advertising vintage cars, when I am advertising modern. Therefore, as extra research I decided to look at how propaganda has been modernized, and used in modern day adverts.

The first thing I came across was this website.

It had a list of examples of modern day film companies that have used Propaganda on their film posters. The first poster that stood out to me was the poster below. Made by Paramount Pictures, this is a poster advertising Transformers, Age of Extinction, which was released July 5th 2014. Propaganda has been used in this case as a power of intimidation, and the typography is bold and direct. Use of the word ‘YOU’ is something I found very common in older propaganda posters, and shows how it is still an important feature in the never ones. Like this, the colour black is used additionally like the older propaganda posters I explored. I am particularly fond of the typography that has been used on this poster as I feel the use of white with a black rectangular background makes the type quite noticeable, and through the black colour, shows the importance it plays in the advertisement. The typeface its self is also interesting, as it is not sharp and angular like I would have expected it to be, but has soft edges, which contradict the style of typography found on the older posters.

The poster uses a set colour scheme, and much like other posters I have explores, evokes a sense of shock. The majority of the poster is a photograph, which has most likely been manipulated in Photoshop, where the colour has been removed and reduced, and a bruising effect has been created, to show the idea that this person has been attacked. This is very different to older propaganda posters, which are usually hand-drawn, and therefore shows how the film company has adapted propaganda to be suitably used in their poster. As I am aiming to use photographs in my car advert, I may refer to this poster to see how I can adapt propaganda to fit in with my concept, like this poster has done.


‘Days of the Future Past’ Poster

This is another example of a poster that was shown on the website that I first found. In my opinion, the link to propaganda is a lot more obvious in this poster. The reason I think this is because of the blue, black and white colour scheme and the inclusion of the American flag. As a lot of propaganda posters used to be made for political purposes, the inclusion of the American flag in this poster already gives it a strong link to the concept. Furthermore, the colour scheme is a lot like those used in traditional propaganda posters, and the phrase ‘ARE THE ENEMY’ is again something I can pick out a strong link to the concept through the sharp typography. However, the main word used on this poster is the word ‘MUTANTS’ the idea of using red for this word helps further to link to propaganda, and the sharp edges of the typography also back up this point. However, we can see a big development in the typography from the old style of typography often found on these types of posters, as it is more creative, and helps to convey the message that as ‘MUTANTS ARE THE ENEMY’ they should be destroyed.


20th Century Fox, 2013, San Diego Comic-Con poster, Days of the future past (x-men)

The Hunger Games

The Hunger Games is another film which uses Propaganda in its posters. Ever since its first release in 2012, the film company have been using propaganda in their advertising of the film, and even through their website. The reason behind using propaganda in their adverts is due to the actual plot of the film its self. The posters encourage you to take sides with the Capitol, which is a place/society in The Hunger Games, that revolt against some of the main characters in the film. The idea of using propaganda to take sides is something done traditionally in propaganda posters, and The Hunger Games have only modernized it to use for their purpose.

At the very bottom of each poster, small typography can be seen saying ‘PANEM TODAY, PANEM TOMORROW, PANEM FOREVER’ this shows the use of a slogan to advertise and help you remember these posters in particular. I like the idea of using a slogan as I feel if done correctly, can be catchy and become quite well known and therefore is a successful tool in advertising. I would like to use a slogan on my car advert, and I feel showing it at the bottom of the poster like the slogan here, doesn’t take the main focus away from the poster, and as a slogan is not always necessary, doesn’t distract the audience too much. It is just a simple added way to advertise something, and help the advert to be remembered.


Statistic Research

Additionally, Kate suggested it would be a good idea to include some sort of statistic in my poster. The statistic she suggested was too show how fast the car stops in comparison to other cars. For this I am going to research statistics of Volvo’s safety features and how they compare to other cars.

The first thing I found was on Volvo website, which was the quotation:

“Cutting accident claims by 28 percent” 

When reading further into this I found the case study which described that an annual review of Volvo’s showed the car to cause 28% less accidents than they had done the previous year, due to the safety features that are continuously expanding. This statistic is perhaps something which, like Kate said, could be used on my advert to show how safe Volvo’s really are, and giving the advert a strong figure to back up the safety feature being described.

Continuing my research I found this statistic also on Volvo website:

“Up to 90 percent of all road accidents are caused by distraction. Half of all drivers hitting another vehicle from behind do not brake at all prior to the collision.”

Again this is another very important statistic, and has incredibly strong links to my advert. The quote explains that in many collisions, the driver behind most likely does not brake at all, causing their vehicle to hit the one in front of them. This links to my advert as like a car, animals that run out onto the road often aren’t seen and due to distraction are often hit and killed. This statistic of ‘90%’ is incredibly high, and shows the carelessness many people have whilst driving. This is where the automatic stop comes in, as to avoid collision the car comes to a halt, most likely before you’ve even had time to consider breaking. The reduction of collisions with cars and animals is immensely increased with this feature, and with this figure to back up the main point of my advert, I feel it could be very effective.

Volvo back up their safety features once more by saying:

“Collision Warning and auto brake was considered the best auto braking system in the world in a test by German organisation ADAC in 2011.”

This quote shows the Volvo has been tested and approved, and in this case ‘considered the best auto braking system’, showing how powerful this feature really is. However, stating ‘2011’ I feel this is not the strongest quotation as is outdated, and if I were to put it on my poster may make people question as to why the Volvo has not achieved this in more recent years, as the vehicle’s advertising claims to be the safest vehicle on the road now.

Out of these three statistics I have found I feel that using the one that states “90%” (the second one I found) is perhaps the best statistic to use. It is a high number, therefore is attention grabbing, and I feel that using this over the statistic of 28% creates more of a shock amongst the audience. I feel that the aim of the statistic is to enlighten people as to what the dangers of the road are, and how the automatic braking system prevents damage due to this high statistic.


These three ideas were made through scamper, which was a technique I used in order to develop my ideas further.

To start off exploring SCAMPER I decided to do some research into what scamper is an how it is used in the world today. I firstly went onto a website called which had some information as to what SCAMPER IS. For example, I learnt that SCAMPER is something which helps generate ideas that you may not have thought of before hand. Each letter of the word stands for a different thing, which are as follows:

  • Substitute
  • Combine
  • Adapt
  • Modify/Magnify
  • Put to another use
  • Eliminate
  • Reverse

Bob Eberle was the original inventor of the questions for SCAMPER, and he pieced together these questions as a form of ideas generation.


This is my original design, advertising safety, under propaganda. This design is based on my original thumbnail showing a deer and a car, and was the idea that Kate told me to develop further.

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I feel that substitute could work well for my advert, as this is something which I could use if I were to do three different versions of the main advert, as each time i could substitute in a different animal in front of the car. It does not enhance the propaganda side of the advert however, and this is something Kate said I should work on. However, this idea has inspired me and has made me think about exploring tree part adverts, to see whether they are as successful as just one advert. I feel exploring this idea has opened my mind up to more possibilities and ways I could show my advert. The car I have drawn on this design is also a bad example of illustration, as it doesn’t look much like a car. However, it was simply there to show my idea, and if I were to carry this idea forward then I would probably use a photograph of a car in replacement.

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Here I have taken out the original text and instead replaced it with a substitute text, in an attempt to work out which typeface would work best on my poster.This something that Kate told me to do, experiment with different typefaces that link into propaganda. I feel this needs further development for me to choose the appropriate typeface, and the one which has the strongest link to propaganda. Additionally, I have taken out the red colour that was in the text as this was again part of Kate’s advice, as she felt that red could be quite intimidating, and has strong connotations to blood more than safety. This is something I didn’t want my design to be linked into.

Screen Shot 2016-10-10 at 15.12.25.pngM- MAGNIFY

I Feel that magnify does not work too well with my idea. Magnifying the image removes the majority of the car, which is an important part in the design as it helps to convey the message. Additionally, I feel zooming into my image removes the majority of the negative space and makes my design appear too busy. It also leaves little room for texts an I feel it then becomes over complicated. However, using magnify does give a clear view that the poster is from the deer’s perspective as we get a clearer view of its facial expression, showing its reaction to the car being dangerously close behind it.

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Many people in the world today are car enthusiasts, and in fact have been around for a long time. Every car enthusiast has their own personal opinion on the hottest cars of the year, and favorites which are perhaps shared among other people. Generally the typical car enthusiast will be male, who perhaps ages from eighteen up wards. However, it is understood that there are also many female car enthusiasts, therefore meaning they cannot be generalized, it is just seen in the media that men are usually more interested in this subject matter. TV programmes such as top gear have a huge influence on the generalization of car enthusiasts, as the presenters are all male.

Presenting my ideas to car enthusiasts will allow me to gain first hand knowledge of what they like and dislike about my ideas for my advert. Specifically allowing them to view my ideas will be very beneficial to me, as I will be able to develop an understanding of what they like to see in a car advertisement.

To visually present my ideas to the audience, I am going to produce a sheet which shows off my ideas. To get the most use out of this, I am aiming to use colours which reflect my idea, such as blues blacks and greys- all colours which are used by Volvo. Additionally, darker colours are usually used to represent modern/sports cars, so this is another reason why I feel that these colours would be effective to use.

To keep the target markets interest visually, I am aiming to make my presentation sheet appear quite professional, as I feel that this is quite important. Displaying my work in an un-neat way may make it less appealing visually and may make the audience dislike it.


Idea 3


This is my final idea based on a thumbnail that I chose to develop further. It is another concept that links to propaganda, mainly shown through the colours, typography, and bold statement used. The idea behind this design was to represent a Volvo S90, which is Eco-friendly, and show how it can make you more popular. It shows a man in a suit about to get into his car, whilst another man (specifically a nature enthusiast/RSPB worker) admires the car, as it is Eco-friendly. To develop this idea further, I would have three parts to it, where in which a new animal enthusiast would turn up, admiring the car and wanting to be friends. However, this would take a lot of planning as I feel without an explanation, would be quite hard to show.

I feel that one of the main successes of this design is the typography, as it is large and the bright colour used links to propaganda. Additionally, I feel the illustration of the car is also quite successful as it actually looks like a car, and shows through the shape and style of the car that it is clearly a Volvo.

Whilst doing my research into propaganda typography, I found this example, shown below. It is very simple, and has a sans-serif format. The typography is noticeable due to the red background it is on, showing the effective use of the colour red. This makes the typography eye catching, and stand out from a distance. Based on this, I used the colour red and a sans serif style font for the typography on my poster. To not completely copy this design, I made the type face itself red, and used a lighter colour for its background.


Despite the effective use of colour and font in this ‘love unites’ design, I feel it has a deeper meaning and therefore is not as effective on my poster as its use here. The word ‘love’ has connotations to the colour red, and therefore makes the statement more powerful. This could be a way of developing my design, as I could use connotations to cars and portray it through the lettering I choose to use. This would then link my design into my metaphoric lettering research.

However, I feel this design has many flaws and if I were to take this design further it would need a lot of development. For example, the link to propaganda is very weak, as it is only shown through the typography and therefore this is something that would need to be developed. Additionally, the illustration itself would need to be made a lot neater, as I feel it is still quite sketchy, and I am aiming for more of a professional look. The position of the two men I have drawn also shows faults in the drawing aspect of this piece, as they are positioned slightly above the car, showing them to not be standing on flat ground. This removes part of the realistic aspect I was hoping to show in my car advert.

This design is purely digitally drawn. Using a Wacom tablet to draw this was fairly tricky, and its overall appearance is quite flat. Drawing the car was particularly time consuming, and despite it being quite a strong part of the design, it is very two dimensional, and the lines drawn are not straight. I could have used the line tool in Photoshop to stop the lines looking sketchy, but I felt that it would then be hard to connect the curved parts of the  drawings to these. To make this design more realistic and exciting, I would use Photographs to make up the advert, and then digitally develop these in Photoshop to give my advert the realistic appearance I was going for. Additionally, as I would need more than one photograph to make up this design, I could separately edit these through Adobe Light-room, so they all appear in a similar lighting and fit together as if they were one photo.

 To continue, I feel that the colours and quality of the design are quite weak, as the colour scheme appears random and the design is very sketchy. These particular colours were used with reason however, as the man in the green shirt and brown trousers aim to represent the idea that he is someone very fond of nature, and animals, so I tried to give him quite natural colours to wear as clothing. The man in the suit is a very dull, grey colour showing the idea that he is just a typical businessman, and would otherwise go unnoticed without the amazing new car he has. This could be refined further and more of a colour scheme could be put into place making the design have an overall themed appearance to it.  I also feel a background could be added and the whole advert itself could use with brightening up as at the moment it is quite dull.

I feel I am very critical of this design as it is quite hard to understand without explanation, and therefore would be difficult to develop further. I have learnt from designing this and developing it digitally that this idea is not as successful as my other ideas as it involves a lot of thought to understand what is going on, rather than a straightforward eye catching design. I also feel it lacks advert-like qualities, such as the fact it is landscape rather than portrait, which I feel is quite rare for adverts.


Idea 2


This is my second rough digital idea. Like my other designs, it is taken from one of my thumbnails and developed further, and to a bigger scale. The idea behind this design is to show the safety of a Volvo through the car which has stopped just behind the deer. The main things that have changed from my thumbnail design are the perspective, which I have zoomed out further, allowing you to see more of the car, and the size of the car in comparison to the animal. I have chosen a different type of Volvo to put behind the deer, to experiment with how different car types will effect the outcome of the piece. Another drastic change I was hoping to make was the facial expression on the deer face. Originally in the thumbnail, the deer had a normal expression you’d usually see on an animal. It was neither particularly happy or sad, but neutral. The development I tried to show on this piece was the smile that is shown on the deer. However, it is still quite unclear, and is another thing that could be developed further to represent the idea that the deer is happy as the car has not hit it, but in fact stopped before reaching it.

The gradual development of a smile on the deer’s face is something I would count as a success for this piece. Despite only showing a small development, I feel even adding the slightest smile to the deer’s face changes the advert for the better, as it is less likely to evoke fear but to represent the happiness people should feel towards the car as it has the power to reduce collisions and road accidents involving animals. Another success of the piece I feel is the perspective I have used. Like the Toyota Auris advert I had seen from researching car adverts, I have presented the car face on to maximize its potential. As it is face on, it also allows the car enthusiast to see the face, which I feel is the most important part of the car. A further success in this design in the perspective of the deer, as it shows you from the deer’s point of view how it feels about being saved by the car. It could also represent the idea that an animal which is incredibly timid like the deer, feels the confidence to stand in front of the car with confidence, knowing it is completely safe from collision. It could perhaps target animal enthusiasts, as the first thing that is seen on the advert is the deer, and therefore widens the audience.

One of the main failures of this piece I feel is the typography, as I feel it is of a boring composition, and almost takes your eyes off of the main image. However, if I am to take this idea forward I would change the composition and perhaps put it in a place that makes it more interesting. Another flaw in the design is the actual illustration its self, as it is has an unprofessional look. Again this is something I would develop further, and when doing this I would change the illustration of the car to an actual photograph that I have taken, to show the car as it actually is. The image I may choose to edit further additionally, perhaps by slightly changing the colour or giving the appearance that the car lights are on, to highlight the deer further.

My use of materials in this design are purely digital. Digitally drawing the image allowed mt to put things where I wanted them to be, and meant using photographs would come in later refinement. The typography is not hand drawn, and is just a typeface I found on Photoshop. This is another thing I could look into and experiment with further to develop it to the best of my ability.

This idea links to Propaganda mainly through the typography, and message it is displaying. However, this is another link I need to strengthen, as I feel Propaganda messages are usually either inspirational, harsh or shocking. For example, on one Propaganda poster I found the message is as follows: ‘HE’S WATCHING YOU’ This use of capitals shows a sense immediacy, which is found on many propaganda posters. Additionally, the word ‘YOU’ shows a direct approach, and targets people in a more personal way, making them feel as if the advert is particularly aimed at them. This gives me reason to research Propaganda messages, and try to develop my message into a more personal form. Another way my design aims to link to propaganda, is through the actual illustration its self, which is supposed to be shocking, as deer’s aren’t generally seen to be standing in front of a car alive. The colour scheme also shows links to propaganda through the reds and blacks used. However, in further development, I could bring in colours such as blues and maybe yellow for a background to the typography, in the style of propaganda posters.

From developing this idea I have learnt how my work needs more links into my propaganda research, as this is one of the main ways my poster will be noticed, as propaganda is a very well known, and successful concept. I have also learnt that using all illustration for this poster would be very time consuming, especially to give it a realistic look, and that I need to take some photos to use and develop my design.


1st Digital Ideascreen-shot-2016-10-03-at-16-00-54

This is my first digital rough idea. It is based on one of my concepts which explores the idea of showing safety through having a hot air balloon in the bonnet of a car. This idea came from my research into Volvo, in which I found out that the Volvo V40 is the only car that has an airbag under its bonnet, which in the incident of a collision, protects and should hopefully stop major damage to the car window screen. I have put the car in a sky background, followed by birds to give the idea that it is flying. This was to show how powerful the air bag is supposed to be. The Hot air balloon I have used in place of an airbag is taken from exploring visual analogies. This allowed me to think of something to replace the airbag with, something which is not usually associated with cars. I feel it still represents the idea of having an airbag under the bonnet, but just exaggerates on what it is like, and the power of its inflation.

I feel the successes of this idea are the the fact that I have used the Volvo logo on the balloon design, clearly representing the company, and the use of Volvo themed colour are used throughout the design. Again, this was in order to clearly represent the brands identity, and to make it memorable. From my research into car adverts, I also found that having a set colour scheme worked well on adverts, as it made the advert memorable, and if the company were to do any further adverting, using a set colour scheme for all their marketing would begin to get them known by the colours they use. Another success of this piece is the use of a sky for the background of the design. This again shows a strong link to visual analogies, as a car is not something that is usually linked to flying, or in this case being seen in the sky. However, although it links into my research of visual analogies, this could also be a flaw in the design.

Firstly, a failure in this design is the use of the sky, as previously stated. The reason for this is because I was aiming for my advert to represent safety, and show how because of its airbag in the bonnet, this car is in fact safer than any other car. Showing it to be flying in the sky is not something that instantly shouts ‘safety’ but in fact, is seen to be more dangerous than if the car were on the road. If I were to develop this, I could always show the car to be just slightly off the ground, which would give it a safer appearance. Another failure in this design is the composition of the car. I feel that the car is at quite a weird angle, which means the balloon covers quite a large part of the car, and therefore does not show off the body of the car well. I feel that changing the angle of the car would improve this, and perhaps if it were to be side on, it would increase the amount of the car we see in the design.

The materials and techniques I used for this design were all Photoshop based. I used an image of my dads car that I had taken on the side of the road, and then the majority of the rest of the design was drawn on Photoshop using a Wacom tablet. The design is very un-neat and sketchy, and if were to be developed further, I would neaten up and hopefully make much more realistic. This could be done by the use of photographs, and I therefore would need to photograph things such as a hot air balloon, and the sky, to piece together my image. The images would also need to be edited further, linking into my digital manipulation research, as I would have to tweak the balloon to make it the colours of Volvo brand, and attach it to the photograph of the car making them seem as if they were originally one image. This would have to be done carefully, as I want my advert to look as professional as possible. To do this on Photoshop, I would have to use things such as the Eraser tool, or Lasso tool to remove excess parts of the image that I don’t want. I would also use the ‘Replace colour’ tool, found in Adjustments, to make the balloon the correct colours for my advert.

I have learnt that this design has more weaknesses than strengths, as I find it hard to represent safety through a flying car. Despite being refined to this point, I feel that this would be one of my weaker ideas to take forward to develop as my final outcome.