Looking at a variety of different cards has helped me understand how different emotions are conveyed through the use of different medias and materials. I feel that the more celebratory cards have a wider colour scheme, using colours which spark a happy emotion. In comparison to this, I found that the sympathy cards use more of a muted colour scheme, an colours which derive compassion, and are more thoughtful in what kind of emotion is portrayed in the design.
Each piece of artwork I have explored within my artists research uses different colours and materials to portray different emotions. From looking at these artist’s work, I have learnt that colours are a major aspect in depicting different emotions. For example, in Noe Vicente and Pablo Picasso’s paintings, a lot of the colour blue has been used to emphasise sad, and sorrowful emotions. In comparison, Claudio Parentela uses a wide range of colours which give her artwork a bold, happy appearance. These happy emotions are something which are additionally shown through Claudio Parentela’s wide range of materials. From inference, I believe that this artist has used magazine images, coloured pen drawings, along with small areas of paint to produce her piece of work. In particular, the bright colours of the the felt tip pens are what give her work a cheerful appearance, and have allowed me to gain an insight into what materials are effective for portraying happy emotions. Thomas Lawrence is another artist who portrays happy emotions in his painting, and uses a unique material to do so. I feel that the artist has produced their artwork in oil paints, which despite the thickness the paint has to it, has been used in a way which allows the colours of the oil to bring out a sense of joy. For example, the white and pink tones in the children’s dresses contrasted against the thicker, darker appearance of the oil paint in the background allows the children to have a happy, pure sense about them. The tones of colour behind the children appear darker, and appear in a heavier brush stroke, which additionally add to the light and joyous appearance of the two girls in the picture.
Gustav Klimt, “The kiss” 1907
This piece of artwork shows a sense of romance through the positioning and gestures of the people within it. As the man is lent in to kiss the woman, we get a romantic feel through the imagery used. The colours in this piece of artwork are mainly centred around the use of yellows and oranges, colours connoting things such as a sunset and overall giving the painting a happy feel. Standing on a flower bed, the focal point of the image appears to be the two people, as they hold each other in delight. This flower imagery used additionally conveys the idea of summer, and a happy emotion can be implied through this. The materials used to produce this piece of artwork are oil paints and gold leaf on canvas. Gold leaf is a type of gold that has been beaten into a thin sheet, which can then be used in various different art forms. Using it as a medium for this painting additionally shows the elaborate feelings that the two lovers feel for each other, perhaps suggesting their love is like the greatest riches. The gold leaf gives the painting almost a speckled gold effect which then adds elements of gold as if it were some sort of magic dust or powder, allowing inferences to a magical sense of love. Whilst the gold leaf works well for the painting, I feel oil paint would have been a more difficult medium to use representing loving emotions. Due to its thick texture on canvas, the heavy look of oil paint is something which I feel is less likely to be effective in demonstrating the light hearted and emotional aspects of Valentines day. However, the artist has used this particular medium in an effective way, as the bright colours of the paint bring a joyous emotion, bypassing the thick nature the paint has to it, and turning it into a soft, light and cheerful picture.
Pablo Picasso, “Woman with Folded Arms” 1901
This painting evokes a sad, depressed mood as the blue colours connote unhappiness. Additionally conveyed through the woman’s face, this painting conveys a sense of depression as she frowns, with her arms sternly crossed as she sits alone. I feel that the colours are the most important part in showing these particular emotions through the painting as the black areas contrasted with the blues give connotations to a rainy day, or even tears. This dark atmosphere shows the true feelings the painter wanted to convey through the piece. As it has a simple composition, the focal point is on the person which with their saddened face, give the woman an unimpressed look. The main part of this artwork that gives it a deep, depressed appearance is the dark, dull colour scheme. This piece of artwork is an example of how the artist has thought carefully about colour scheme, and how they can convey such emotions by simply using various different shades of blue.
Thomas Lawrence “The Calmady Children” 1823
A sense of joy is immediately shown through the loving gestures made as two children sit together. There faces have an innocent sense to them, suggesting they are young and vulnerable, additionally backed up by the warm tones shown through their skin. A sense of love and caring is shown through these pink colours, which contrast with the darker background of the piece, putting the two children in the main focal point of the picture.
Claudio Parentela “Painting1254” 2013
This mixed media piece by Claudio Parentela has an interesting structure to it. The disjointed, cut out effects of it allow the image to be quite confusing, evoking a whole range of emotions.The bright colours evoke happy emotions, which are backed up by the happy faces seen in the picture. Using a range of materials additionally backs up the idea that this piece of art work evokes happy.
“Lost” Painting by Noe Vicente
This painting by Noe Vincente immediately conveys a sense of sadness and loss, s the boy sits saddened on the side of the streets as if he has lost all hope. The atmosphere around him shows a sense of pathetic fallacy, shadowing the sad emotions he feels inside. The colours of the image are something which show this saddened sense straightaway, as the blues and reds connote things such as rain and loss, giving the audience an aunderstanding of what the boy must be feeling.
This is the first example of a New Baby card I found. It instantly appears as though it is advertising the birth of a baby girl, therefore already reducing its amount of sales. It appears to mainly use paper as its main material, and looks as though it has been quite simply composed. Each element of paper used is texture, giving the design a less boring appearance, and overall a fuller look. The light patterns, and pink colours that have been used in this design give off a very girly sense, which additionally appear as very delicate things, making the card incredibly suitable for the birth of a child. The lighthearted nature of the design is additionally something that gives of a celebratory effect, showing clear ways in which patterning can be used to evoke an emotion.
This card is made from a range of different materials, which are uniquely combined to make a ‘New Baby’ card. It is made from a range of things such as typography, coloured paper/card and pencils. The typography that makes up the body of the bird
This New Baby card appears as though it has been purely made up of different patterned materials, that have been individually layered up and sewn together to make up the main image on the front of the card. Using stitching is something that appears very delicate, showing a caring sense which is a lot like the care a mother would give to their child.
This new baby card has a very simplistic colour scheme, and overall layout to its design. Working with pinks, reds, and whites, the designer has centred the card around being suited to the birth of a baby girl, additionally written through the typography on the card. Using these colours additionally gives off a loving feel, having connotations with things such as love and compassion, perhaps even a family bond. The pinks within this card also help to show the card is for a baby girl, as pink is stereotypically a colour favoured by little girls. Whilst showing that the card is made for new babies, the materials used additionally help to convey this message. The majority of the materials used within this design appear to be different patterned cards, in colours which suit the audience. As well as this, the designer has used a white card with an embossed spotted pattern on it. Using an embossed effect, the designer has used one of the five senses; touch, which is a very common sense in newborn babies. At such a tender age, babies use their hands to feel different surfaces, something which would make this card appealing to them. This shows how the use of embossment has been particularly successful through the use of materials in this card. Additionally, buttons are featured on this design, a part which is additionally very prominent on the card. Whilst adding to the sensory effect, the buttons also have strong links to babies as they are often found on their clothing, and perhaps shoes, as shown through this design. Buttons additionally have a shiny effect, and appear smooth like a baby’s skin, suggesting they are soft and new like a newborn baby itself. The overall emotions given off from this card are a sense of love due to the colour scheme, yet I feel the materials are something which does not add to this sense. As card has quite harsh edges, the majority of the materials on this design do not have too much suitability to babies, as I feel that softer materials may demonstrate this sense further. Using softer materials, such as felt may link into the softness of the baby’s skin; where as this designer’s main use of card has a harsher approach. However, there are other elements within this card that convey the cute, loving sense, which people feel towards newborn babies. This sense of cuteness is seen through the shoe imagery on the design, as many people find the tiny feet of babies incredibly cute, especially as they are something which will not be this small forever. This suggests the designer has focused the card around the idea of babies being new and cute, which is appealing to many. Overall, I feel that some of the materials within this design, such as the buttons and embossed card work very well in conveying a babyish sense, whilst making the card more appealing. However, not all of the materials within this design I feel are as successful, therefore restricting the emotions portrayed through the materials. I feel that the strongest element of this card is the use of the buttons, and therefore would like to use these when designing my new baby cards. I will additionally take from this design the idea of how specific colours can create gender specific cards, and be careful in my colour choice because of this.
This new baby card is another card which immediately appears very gender specific, through its use of colours which stereotypically are preferred by little girls. This pink, red, and white colour scheme is something which is commonly used within new baby cards, as the loving connotations that come with the colours create a sense of compassion, shown towards the new baby. Furthermore, this loving sense is additionally conveyed through the use of materials in the design. For example, the design appears as though it is layered up by a soft fabric, which has been stitched onto the card. A creased flower, along with a white frilled material is also shown, with additional paper, giving the design a wide range of material use. This use of soft fabrics, which I can infer are some sort of felt, are a particularly strong part of the design as they demonstrate the soft feel of babies skin, whilst also being a material that would appear to a baby through their sensory touch. Adding to this, the delicate stitching which keeps this material in place on the design has reference to the baby’s delicate nature as they are small and vulnerable when they are born. It additionally implies that a lot of love and care has gone into the making of the card, which are emotions felt when a new baby is born. The typography ‘sweet baby’ is placed next to the flower imagery, which link to the idea of real flowers being ‘sweet smelling’, whilst linking into the sweetness of a new baby. The flowers add in further to this delicate effect of a baby, and the light nature of the petals created by the thin material show how the handling of flowers has to be incredibly gentle, much like when holding a baby. The white lacy material used additionally has links to delicacy, whilst also showing a sense of royalty and importance, perhaps used to suggest that a new baby is top priority in a family. The main focal point of this card is imagery of a baby, which is placed in the centre of the card. This links into this idea that a new baby is at the centre of the family, prioritised by those around it. The baby appears as if it has been painted in watercolour paint, as it is seen in quite light colours, perhaps representing the light and delicate nature of a newborn child. Overall, I feel that the materials in this design work incredibly well for showing the nature of a new baby, and therefore have a very successful effect within the card. I hope to use a range of materials like these within my card designs, especially paying attention to the feel of the fabric, and using soft feeling fabrics for my new baby cards.
This birthday card uses a wide range of different medias. I feel it most likely uses different layers of paper, along with string, film strips, Biro pen, watercolours an tissue paper. The many different forms of media used can be seen mainly through the background of the piece. Using such a wide range of media definitely depicts the idea of celebration as so many different things are used to represent the celebration of a birthday. Using this amount of different materials definitely makes the card seem fuller, and gives it a textured appearance. However I feel a key part of advertising a birthday is the inclusion of bright colours, something that this card has very little of. This celebratory effect is instead portrayed through the vintage tones and scrap-book like imagery seen on the main design. I have learnt from this card that a celebration can be advertised in less of a direct way, yet still have a lot of meaning.
This card has a very three dimensional effect as the candles stand prominently put on the front of the card. The background seen behind these candles is a brown style card, which is slightly textured, giving the card natural feel. The celebratory feel is something I feel this design is lacking in as the green, yellows and browns give off more of a sense of nature, and less celebratory. From looking at this card I feel that the colour scheme is incredibly important to the design and portraying the emotion of the card.
This cars uses bright colour in a clear celebration of a birthday. These colours are something I feel portray a celebratory feel incredibly well as the bright colours catch your eyes and are generally things connoted to happiness. The techniques used to produce this design I feel are quite simplistic, as the lettering of ‘HAPPY’ looks as though it has been made out of coloured card, along with paper strips behind it to make up the rainbow effect. The main focal point of this image is in fact the rainbow colours as they contrast against the black background and take up the majority of the front of the card. From looking at this particular example of a birthday car, I have learnt how bright colours are key to advetiing happiness, and work well when shown up against a darker background.
This Valentines Day card uses a cut out effect which is supported by the pink background behind it, in order to make the words an design clear to read. It has a pink colour scheme, immediately conveying the romantic atmosphere of Valentines day. This card does not have a specific focal point, and therefore makes each part of the design equally important, appearing as though one part would not word without the rest. The card is incredibly personal, as the typography reads ‘I love you to the moon and back Love Lily’ showing this sense of a great amount of love. This is backed up by the star imagery, cut out surrounding the lettering. I feel this card heavily relies on the typography in order for the message to be conveyed. Without the message, it would be hard to infer what the main aim of the card was, due to its incredibly simplistic design. However, I am quite fond of the use of mediums and materials and feel that they are quite effective, as appear very delicate and provide a unique way of conveying a message. This sense of delicacy perhaps conveys the special feeling felt by one partner to another, and shows a caring sense has gone into the card. Despite this, I feel that the card does not convey a clear sense of emotion and therefore makes the materials used quite ineffective. I have learnt from this card that relevant imagery needs to be used in order to convey a certain message, as traditionally valentines cards have some use of heart shaped imagery. Yet this design shows a different approach, making it quite unique and perhaps individual.
This Valentines day card immediately has a masculine sense to it, as it features a shirt and tie. Gender based, the card is then contradicted by stereo typically feminine colours, and then backed up by a dark background. Negative space is something I feel is not used within this card, as using complete colour, the design has quite a full appearance. The main techniques used within this design is the art of paper folding and origami, but still giving the design a simple sense to it. I feel that the materials used are fairly boring, and do not do much justice in making this card seem as though it is intended for Valentines day. Based upon the paper folded shirt, which seems to be the main focal point of the image, I feel that this card immediately suggests a sense of work, business or even wealth. All these things suggest that the particular imagery used, is less effective for giving off a romantic feeling intended on Valentines day. In an attempt to convey these emotions, the pink areas of the card give subtle hints to Valentines day, yet I feel o not convey the message well. Among the black background, doodle style hearts appear present, as though they have been drawn onto the card with a darker shade of marker pen. I feel that the intention of these hearts is to convey a sense of love throughout the design, however due to the black colour they are shown in,steers away from the traditional idea of love shown on Valentines day. Overall, from this card I have learnt that imagery is incredibly important, along with sense of colour, in conveying the message on the card.
This design is heavily reliant on its use of mixed media. Defying the stereotypical pink colours used to represent Valentines day, this card holds a rustic effect as it uses deep browns, and has a metal-like appearance. It is hard to depict the actual mediums and processes’ used in designing this card, as it has been so cleverly made that the materials are not obvious. I feel that many areas of the card, such as the dragonfly, key, heart and flower, have been made with metal, and bent into the shape of these things. This is one possible idea for the production of these parts. I additionally feel that they could have been handcrafted from cardboard, and painted in a way to give them a rustic appearance, much like the background of the card. This is something I feel would be a lot easier to produce, yet harder to show a rustic effect. The background of the card also appears as though a sense of embossment has been used for the diamond shaped areas, making the background appear less flat. The overall rustic appearance produced through these methods and objects is something which I feel suggests the card symbolises an old fashioned sense, or long lasting love. An immediate sense of love is not portrayed when first looking at the card, as the colours used do not appear loving, yet perhaps work in a way to show off the idea that ‘love is timeless’. Overall, I feel the use of materials creates a more interesting effect on the card, but does not make the message any easier to understand.
This Valentines card has a very simplistic colour scheme, as it is mainly centred on the use of reds and blacks, which are very stereotypical Valentines colours. The use of negative space is something which is used very carefully in this design, as the composition of the main image falls in the centre of the card. I feel that this careful layout makes the main image the most prominent part of the design, as it is the place in which the emotions are derived from. Whilst the colour scheme evokes a sense of love and desire, the materials used are another important part in conveying the emotions of Valentine’s Day. Featured on the tree, are strands of ribbon, each of which conveys this sense of love through the silky texture they have. The smooth, silky feel of the ribbons connote a tender, luxurious sense, perhaps even referencing royalty, and suggesting that the person receiving the card is placed like royalty, above all else. As the silk bow is placed before all else on the card this additionally backs up the sense of the receiver of the card being the most important person. Other materials used within this card appear to include card, a painted picture (or Wacom drawing) and stick on gems/or stickers. The card has been used to create a bordered effect for the centre image on the card, emphasising the importance of the main picture, and suggesting the typography that is placed outside of this border is less important. The bright red colours are dominant and attention seeking, and used with pinks to make up the leaves on the tree ( which in this case are flowers) suggest the designer of the card wanted to convey the idea of having a natural love. The imagery is additionally light-hearted and delicate, showing the delicate nature of love. The red gems used on the card have a shiny, reflective surface resembling diamonds and jewels suggesting the giver of the card loves the receiver with all their wealth.
These ‘With Deepest Sympathy’ cards are an example of a card which has been made with mixed media materials. They have a very simplistic design and appearance yet uniquely use more than one medium. I feel that a mixture of paper, digital typography and embossing has been used in the process of designing this card. Due to the prominent appearance of the flowers on the design, I believe that they have been individually hand crafted and made out of coloured paper. This delicate process is something which has made the card very effective. Using these different mediums and materials, the card has a very caring feel to it, and the design itself gives off an emotional sense. The caring nature of handcrafting each flower suggests a lot of thought has gone into each card, portraying a sympathetic atmosphere, which was also the card intention. The patterned embossed effect on the card additionally helps to show this nature of the card as it appears light and delicate, showing a sense of care. Due to this effect, areas of negative space on the card have been filled, and give the card a fuller look. However, it is not overly decorative as aims to show compassion through its simplistic nature. The simplicity of the card additionally gives the message om it more focus, as along with the flower design, comes into the focal point of the piece. Due to the heavy reliance on the cards message, the emotion is clearly shown, as is described through this. I feel that this piece uses materials techniques and processes’ very effectively. The design is not over complicated, so shows sympathy, yet the three dimensional effect of the flowers gives the card a bolder look, additionally giving the flowers quite a lifelike sense. From looking at the card, I am particularly interested in the method of using paper to creative carefully designed flowers, or things which are relevant to my designs. The flowers on this card portray emotion well, and due to their prominence and importance on the card, I feel that they are incredibly effective. Using paper as the medium is additionally something I feel would work well for me, as it does not involve extreme process’, but overall has a very successful outcome if done well.
This ‘With Sympathy’ card is another example of a card I found that uses a range of materials, techniques and process’. It features a dog made from origami paper, with a ribbon bow tie, hand drawn features, and googly eyes. Additional methods are seen through this card, as it features an embossed effect outlining the cards border, and used for the main message of the card. As such a range of materials are used amongst this card, I feel it is hard to depict one specific emotion. The main focal point of the card is the dog, and from a distance would be the most prominent, an perhaps only part of the design which would be visible. The embossed effect of both the border and the typography is something which I feel portrays a sense of compassion and empathy amongst the card. The font is delicate and light which additionally connotes care and kindness. However, I feel that this caring nature is then taken away by the main focal point of the card; the dog. Overlapping the typography, the huge nature of the dogs head leaves little room for negative space, dominating the card. Furthermore, the use of googly eyes give off more of a comical, childish effect contrasting with the main message of the card. The beautiful art of paper crafting is something which I feel is not shown through the origami, as the large, bold appearance of the dog has little sense of delicacy and caring emotions. Due to this, I feel that the origami used on the design is something which is more likely to attract children, than someone who is buying a sympathy card. In contrast to this, the dog imagery used may suggest a sense of happiness, in a bid to cheer up the receiver of the card. Dogs in particular are an animal of which is known for bringing a sense of joy, and perhaps the designer of the card included the dog knowing this. Despite this, I overall feel that this card is not as effective as other sympathy cards I have looked at, and feel that emotions are not portrayed well through the majority of the materials used. Therefore, I feel choosing the right mediums and materials when designing my cards is something which will effect the message of the card greatly, and is something I will have to think about very carefully.
This is another very simplistic example of a Sympathy card.It features a vast amount of negative space, yet thinks very carefully about focal point and placement of each thing on the card. The message, ‘Thinking of you always; has been neatly placed underneath the main focal point of the card, towards the bottom. This placement allows your eyes to see the typography after the butterfly, showing how placement can effect the order of what your eyes see. The main focal point of the poster; the butterfly, appears to be made up from sheets of different shades of pink paper, with the main part showing patterning. The methods of creating a handcrafted paper design shows the care an consideration that has been made to the card, along with the pink colours depicting a sense of love. To continue, the three paper sheet layers of the design make it appear incredibly delicate, like a real butterfly, showing the effort the designer has gone to to portray this delicate and sympathetic emotion. The main message on the image is seen in a looped style typeface, which additionally makes it seem delicate, yet shown in black makes it easy to read. The three dimensional effect of the butterfly almost gives the card a sense of life as the butterfly appears in a stance as if it were going to take off, lessening the focus on the negative space around it. However, despite the simplicity of the design, I feel that the card could almost be too simplistic, and despite the materials used portraying the emotions of the card well, I feel that it almost has too much negative space. When I am designing my cards, this is something I will have to think about carefully, as I have learned from this design that negative space plays a key part in card designs.
Overall, from looking at different examples of sympathy cards I have learnt that generally negative space is used for effect, and the most effective of these cards has an equal placement of negative space to help give off the emotions of the card, yet if too much is used, it can ruin the overall design.
Intro to the Brief
” The aim of this assignment is to develop the breadth and depth of learners’ knowledge, and understanding of and skills in communication through art and design. Learners will achieve this by studying how practitioners use primarily visual imagery to communicate ideas, messages and meaning, and then applying findings to their own ideas. The brief will also develop learners’ skills and understanding in working safely and creatively with the materials, techniques and processes associated with their specialist pathway. “
The main aim of the brief is to produce outcomes for the following 4 types of card.
The final outcomes must be 3D cards, and must convey the appropriate message for the particular card type. The cards must entice potential buyers, and obtain sales for my lead designs.
When I fist got the brief for this project I was very excited about designing posters and logos advertising Cambridge, and thought it would be a lot more straightforward than it turned out to be. The part I enjoyed most about working on the brief was making thumbnails of my ideas, although I found this tricky, I enjoyed the anticipation of trying to figure out a better idea than the last one I had thought of.
To begin the project, I took some pictures around Cambridge to be the starting point of my posters and logo ideas. I then started to design some rough posters and logos, which was the process of getting my ideas going. After this, I developed my logos and posters on the computer, where I took different steps in refining them to make them as successful as possible, I found this stage quite tricky. After I had done this, I had to round up my ideas and produce my final outcomes, which was again another tricky process, as I wasn’t sure which ideas to go with.
My research for this project was incredibly helpful to me. It allowed me to gain an insight into what other designers do to combine words and images, and how these appear within their posters. It additionally oped up a wide range of ideas for me, allowing me to draw inspiration from various aspects of their work. The main parts of my research that influenced my work fell under the Tourism poster category and ones which I had found as extra parts of my research. A lot of my influence came from a poster of a shoe, which despite not having much correlation with Tourism posters, it gave me a range of ideas of how I could use a similar word and image combination within my work. I was additionally influenced by a Lion King Poster which was designed for Untreed Studios, as I was particularly drawn to the word and image combination within the silhouette of the Lion. I felt the simplicity of this poster was particularly interesting and allowed more focus to be upon the words and images, which uniquely entwined lettering into the face of the animal. As I took such an interest in this, I knew I wanted to use it for designing my Visit Cambridge posters, so much to this extent that it became one of the main influences for my final outcome.
Throughout this project I feel I explored a vast range of word and image combinations and felt I experiment with completely different things allowing me to get a broad range of ideas.
Out of all the designs I have produced, I feel that the most unsuccessful of my designs would be the designs influenced by the shoelace poster. Despite looking quite pleasing, I feel that these had the least connection to my target market purely through the typography, and therefore they were most likely the least successful. Despite feeling a lot of my designs were unsuccessful, I feel I did have a wide range of ideas that were successful, such as the Kings College designs used for my final poster, as I feel the word and image combination is particularly strong, as the words appear as they are part of the building.
Overall, I enjoyed this project but found it very challenging to factor in all the different aspects of the brief, such as having links to the Visit Cambridge website, pleasing the target market, and showing unique and innovative combinations of words and images.From this project, I have learnt how hard all these things are to factor into one design, and feel that I will take elements of the research to influence me when doing other projects, as I have fund out that researching other designers work was particularly useful to me.
I id not do much further refining of my chosen logo as I felt it was the strongest out all of the ones I had designed so far, and was the best fitted to the brief. The addition of serifs to this logo was something I felt worked well in ways which I hadn’t planned. The historical aspect of Cambridge can be seen through the small images of the college I have included within the logo, whilst the bike touring idea is seen through the bike wheel. Therefore, this logo combined both of my ideas whilst still appealing to my target audience.
The colour scheme I found was something that worked well with the design since the original idea. I therefore barely adapted this, as the bright orange colour made the logo eye catching.
Overall I am happy with my logo, and feel I designed it to the best of my ability. However, there are still aspects I would change if I were to do this project again. For example, I would try a range of typefaces, rather than just experimenting with two, in order to give myself a wider range to select from. I would additionally change how the words and images are placed within the poster, creating more ways I could have my final logo.