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TABLE OF CONTENTS

TASK 1: Visual Response to My Cousins’ Wedding 3

TASK 2: Designing With Type 4

TASK 3: Gestalt Exercise 5

TASK 4: Visual Analysis of Apple’s Advertising 7

TASK 5: Colour, Shape and Symbolism 10

TASK 6: The Effective Use of White Space 14

TASK 7: Corporate Identity and Design 16

TASK 8: Front Page of Visual Diary (mock-up) 18

TASK 9: Evaluation 19

Bibliography 20

Word Count = 1502 (not inc table of contents and Bibliography)

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TASK 1: Visual Response to My Cousins’ Wedding

My cousin is elegant and takes particular pride in her appearance. She is also very concerned with small details and everything has to be “just right” for her. This visual response picks out the essence of her wedding which was extremely refined and close-knit. The theme remained constant throughout and was in keeping with her personal style which is simple and elegant. This is reflected in the continuity of detail and the clean lines of her dress and the centrepiece which was the cake. The font and text are in keeping with the 1930’s inspired theme.

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TASK 2: Designing With Type: Expressing Happiness

Happiness is a choice. We can either choose to see the good in things or the negative, but happiness is something we feel and it provides hope and gives us a sense of purpose. The colour was chosen because it is bold and eye-catching and the eye is led to the key message.

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TASK 3: Gestalt Exercise

These four squares represent the four Gestalt principles of similarity, proximity, continuance and closure. As can be seen the choice of colour and layout affect how the eye sees the shapes, and different sizes of circles and colour contrasts exert a different influence. The box below illustrates all of the principles in succession.

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TASK 4: Visual Analysis of Apple’s Advertising

The images above represent the evolution of Apple's iconic logo from its early inception as a multicoloured apple icon through metalic blue to an all white or silver logo in the present day depending on the specific backgrouind colour of the Apple item itself. It can be seen that the log applys Gestalt principles of completion, and also the use of colour in the current logo design is regarded as being signficant because according to Bruce et al (1996) the use of white is a symbol for truthfulness and purity, so it can be inferred that Apple is a trustworthy brand.

The advert overleaf illustrates how the iconic Apple logo is used in its advertising, which as can immediately be seen throws a "spotlight on Apple" to showcase the logo and the brand. The simplicity of Apple's advertising is symbolic of the clean lines and forward thinking of its products which are renowned for their ease of use. In fact the latest Apple i-pad (for which this is an advert incidentally) does not come with an instruction manual. It is regarded as being so easy to use that anyone can work with and use their products. This is what the advert is trying to convey. This is achieved using several factors in the advert including Gestalt principles of continuity (Carlson and Heath, 2010) both of the logo itself and of the spotlight where there is no actual line but just a contrast between light and dark which the eye completes. The effect is to place Apple as a showcased product and brand, making the two synonymous. Indeed, it has been remarked that Apple is marketing company first and a technology provider second.

From a psychological perspective, the use of a pure white logo on a black background portrays a symbol of truthfulness, purity and trust against a serious and distinctive background (Bruce et al, 1996). As another interpretation of black as a colour is that of being classic, should a consumer choose to read the advert the other way around, the black could be regarded as sophisticated, with the contrast of white symbolising innovation. What is especially interesting about the advert is its own level of innovation and the fact that the Apple brand is so iconic it does not in fact have any text whatsoever, but because the collective level of consumer knowledge in regards to Apple and its innovative products is so significant, consumers are able to deduce what the adverts relate to without the use of any text or further information whatsoever. Powerful advertising indeed, and perhaps the only other company which has achieved the same level of power would be the famous "golden arches" of McDonalds which can have the same effect.

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A further point to note from the advertising is that the sophistication of the adverts can help consumers to buy into the idea that they are purchasing a piece of luxury and that they belong to an elite group of consumer who can afford the level of sophistication offered by Apple. Of course, many millions of people around the world own an Apple product, but they have remained synonymous with luxury which is also reflected in the advert below. One final point to consider is that the Apple logo translates seamlessly into other languages and cultures without the need for any embarrassing miscommunication which can sometimes occur with strap lines. This is another reason why effective logos such as Apple's can be so powerful.

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TASK 5: Colour, Shape and Symbolism

New location to move to.....

Sketches of the new house....

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The nightmare that is moving house .....

This image represnts what it feels like to pack (courtesy of shutterstock) ..

Although actually the packing was more like this .....

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Finally, relax in my new home !

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The final story....

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TASK 6: The Effective Use of White Space

Advert Example 1: KitKat

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Advert Example 2: VW

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Advert 1 has the effect of making the consumer want to pause to "have a break". The generous use of white space is arresting making people stop in their tracks to think. Advert 2, directed at a much larger consumer purchase does not encourage people to stop and think, but instead encourages them to consider the longer term benefits. Advert 2 is specifically directed at a cost-conscious market whereas Advert 1 is intended for impulse purchasing.

The image overleaf represents my attitude towards white space because I enjoy clean lines and open white spaces. I dislike clutter and busy crowds as well.

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TASK 7: Corporate Identity and Design

Corporate Logo 1: World Wildlife Federation

This logo is extremely appropriate because it represents a panada which is known to be an endagered species (which is what the WWF is known to represent). The logo is an appropriate colour and makes use of Gestalt principles (contantuity). It is memorable and instantly recognisable which makes it effective, and it can easily be transferred across a range of media. It could be modified quite easily by extending or changing the design of the panda, although this would not be recommended as the logo is alo timeless and not readily dated (it is in fact over 30 years old).

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Corporate Logo 2: Fed Ex

This logo is also instantly recognisable as the use of colour is appropriate because it inspires confidence (purple) and also energy (orange). Interestingly this also makes use of Gestalt principles (use of white space) and the typeface is bold and clear which helps to convey the message that parcels will be delivered quickly and securely. When compared to the old Fedex logo (below), it can be noted that this is a significant improvement. However it may start to look dated in the future (5 years) and may need to have its typeface updated. Therefore it should not be changed now, but potentially in the future that would be sensible to convey the message that it is a modern organisation.

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TASK 8: Front Page of Visual Diary (mock-up)

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TASK 9: Evaluation

My experience of this module has been that in fact this learning and visual journal was far more challenging than I had anticipated and took a lot more time, so I am glad that I left myself plenty of time to complete it. I did however find it extremely interesting to read about the effect of recognised theoretical factors such as the Gestalt principles and the use of colour. It was not until I really began to research for this journal that I appreciated how important these factors are and how effective they can be when used properly. I also found it quite therapeutic to use design, colour and imagery to express my thoughts and emotions and I began to consider how this can be used to express ideas more effectively in other contexts. Thus, how it can be more suitable to use a graph or a visual model rather than describing it, because this can display a message far more effectively. The key is to display the message clearly using suitable fonts, colour schemes and use of space to communicate across different audiences and settings. In future I would strive to apply the same principles in professional presentations.

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Bibliography

Blakeslee, T.R., (1980) The right brain: a new understanding of the unconscious mind and its creative power, Macmillan, London

Bruce, V., Green, P. & Georgeson, M. (1996). Visual perception: Physiology, psychology and ecology (3rd ed.). LEA.

Carlson, N R. and Heth, C. D (2010) Psychology the Science of Behaviour Ontario, CA: Pearson Education Canada. pp 20–22

Humphrey, G. (1924). The psychology of the gestalt. Journal of Educational Psychology, 15(7), 401–412

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