BOOKS

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Chloe DavanzoVisual Communication-

Design Portfolio Two

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Page 3Introduction and Demographics

Page 8Mood Board

Page 7Design Process

Page 6Visual Ad Campaign

& Key Words

Page 5Logo Variations

Page 15Image One

Page 14Rhetoric Image

Series

Page 12 & 13Photoshop

Process

Page 10 & 11Design Decisions

Page 9Style Research

Page 21Social Media

Page 20Mock Ups

Page 18 & 19Design Principles

Page 17Image Three

Page 16Image Two

Page 25-29Appendix Two: Documentation

Process

Page 23- 25Appendix One: Task Analysis

Document

Page 22References

Table of ContentPage 4

Logo Review

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IntroductionInfinity Books is a book publishing company focusing on a young female audience. Reading is so important, especially for this demographic, as reading reduces stress, focuses your mind, makes you smarter, improves your imagination and most im-portantly helps you to create and discover yourself (Why to Read, 2012). These elements are vital to any growing mind. The logo focuses on books creating their own ‘Infinity’ linking back to the target audience’s growing imagination. The campaign of ‘Reading Is..” encompasses everything that Infinity Books wants to help young girls achieve.

DemographicThe target audience is 15-20 year old girls. There is a lot of stress in their lives as they are either in high school, finishing high school, going to university, finding a job or possibly trav-elling. There is also a fundamental change happening right now where girls are finally starting to feel smarter, empowered and equal. This is where Infinity Books comes in. It is a brand willing to take that next step and help girls expand their horizons.

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Logo Review

BOOKS

Logo VariationsVariations are important to show that the logo can adapt to dif-ferent sizes and colours and works in all professional environ-ments.

BOOKS

Black and White Different Colours

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BOOKS

The Infinity Books logo was designed with a mix of both typog-raphy and icongraphy. This was a clear style choice that makes the logo seem fun and interesting. Warm colours of yellow and orange are used to create a comforting feeling and dynamic lines are used in the star as a call to action for the target audi-ence with the rest of the lines being cursive which relates to feminism.

Gestalts TheoryGestalts Theories are important to consider when designing a logo to ensure the logo is memorable. Two principles can be seen in the Infinity logo. Firstly, continuation can be seen through the cursive writing and proximity can be seen through the triangles in the shooting star and the star position in rela-tion to the ‘N’ (Kerr, 2018a).

These professional environments can include; the side of books, ap-peral such as reuseable shop-ping bags, stationary and busi-ness cards.

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These keywords became the base of the advertising campaign. The campaign process started with sketching out initial ideas. I then did some backround research on the style of double ex-posure which would be used to create the images. I planned out the landscape photos that would be used and took all the imag-es. Lastly, I edited these images in Photoshop.

The three end campaign images symbolises the brands value of helping girls grow from the inside. The technique of double ex-posure is used to show how reading can change something in-side of you, it can spark passion and increase knowledge in the target audience. The double exposure technique was carried on in the writing. This is to show that words are important and can help females change the world. Two of the images are landscape and one is portrait, this was planned so that the series could be adapted to multiple formats. The advertisments are designed for the context of social media, magazines and bus stop bill-boards.

Design ProcessVisual ad CampaignMy first sketch included a girl reading and thinking about how the book was inspiring her, however, I decided that it looked too messy for an advertisement image and needed to be refined. My second idea included a collage coming out of the girl’s brain but ultimately looked clut-tered on the page. I then had the idea of having the book spring flowers which bloomed inside of the girl. This was when I researched double exposure imagery and found it fit the brand perfectly as it made the girl the main focus and showed the book inspiring her from the inside.

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Key WordsFeminineInspiringStrength

This visual ad campaign is Infinity Book’s first campaign. It’s main aim is to create awareness for the brand and to show the target audience the brand’s personality and values. The first step in the process was deciding on three keys words to focus the direction of the campaign.

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Mood Board

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Style Research

Double ExposureIn modern times photos are normally manipulated in Photoshop to create the look of double exposure. This surreal technique works in advertising by illustrating imaginative and dream-like qualities helping brands make a bold visual impression (Makmanee, 2013). Double exposure photos can be dark and mysterious or bright and beautiful. With the brand Infinity Books creating an atmosphere of feminism and empowerment, calming, warm and happy colours were chosen for the campaign including, pinks, reds and oranges.

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The idea behind the flowers is that the target audience are in a vital growth stage in their lives as they are ‘blooming’ into young adults. The colours also work within the colour scheme and flowers are a symbol of love and loss (important elements in many books).

Using books to represent knowledge is an obvious choice how-ever this stack of books represents so much more. These YA books all teach lessons far beyond the normal subjects. Reading teaches you about the world and people around you as well as teaching you about yourself and your feelings and emotions.

The ocean and sunset represents the inner power of the audi-ence. Firstly, the calmness of the ocean is assoisated with fem-inism, however the ocean is also very powerful. Secondly, the colours are warm and strong complementing the overall series.

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Design Decisions The first thing to be chosen were the three words that would relate to each picture. They were chosen to relate the keywords back to girls reading books.

Inspiration. Knowledge. Power.

Each word pairs with one of the images in the series. However, to make it very clear all the images are apart of the same series the same girl is featured in all of them and she is always the focus of the image. Each image also repeats the same phrase: Reading is followed by one of the words.

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PhotoshopProcess

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Once both the background and foreground photos were taken they needed to be blended together in Photoshop.Each image followed the same process (appendix two).

Step one: the background of the photo of the girl wasremoved using the pen tool and a mask.

Step two: the landscape photo was laid over the top and the ‘lighten’ effect was used to blend the photos together.

Step three: A clipping mask was used to shape the landscape photo to the shape of the girl reading and the photo was moved around to find the perfect position.

Step four: The writing was added also using a clipping mask to create the same double exposure effect.

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Rhetorical Image Series

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Design Principles

When designing an advertisement series, it is important to have strong design principles in place.

Rhetorical images are used to persuade audiences which can be done in a number of ways. Creating brand awareness through surreal and unconventional imagery is the technique used for this series as double exposure makes audiences look twice at the image to really understand what they are seeing. Creating no-ticeably different images is also a memory technique as things that are different are more likely to be remember than common items (Kerr, 2018b).

Symbolism is used in the image series. In each of the images the power of reading is sparking something new inside of the girl, whether it is new knowledge, new power or new inspiration. This is carried on through the writing as well, symbolising that it is the words that are helping the girl grow.

When putting the campaign together the rule of thirds was used as a layout. As seen below the girl is always sitting on the line from the first section and the writing is sitting over the line from the third section. This creates a balanced image and helps guide the viewer through the image as they tend to look to-wards intersection points first (Rowse, 2006).

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Bus stop billboard (outside universities and schools)

Inside of a magazine such as Peppermint

Social MediaThe importance of having good social media content is crucial for brands.

Social media can increase brand recognition and cus-tomer interaction and has be-come one of the most import-ant tools for brands (DeMers, 2014).

When it comes to the design of advertisments the overall de-sign of the brands social media platforms is vital for attracting attention.

For Infinity Books, the major-ity of their target market are active on social media and they prefer flashy, high-resolution, contemporary pictures that catch the eye (Fresh01, 2017). This type of fun and interest-ing content is therefore perfect for the target audience.

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Mock Ups

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DeMers, J. (2014). The Top 10 Benefits Of Social Media Marketing. Retrieved from https://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-so-cial-media-marketing/#3d17f3e31f80

Fresh01. (2017). What is the importance of graphic design in social media? Retrieved from http://fresh01.com/what-is-the-importance-of-graphic-design-in-social-media/

Kerr, J. (2018a). DXB102: Lecture 4 [lecture slides]. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-7324145-dt-content-rid-11127297_1/courses/DX-B102_18se1/Lecture%204%20Gestalt%20Theory.pdf

Kerr, J. (2018b). DXB102: Lecture 7 [lecture slides]. Retrieved from https://blackboard.qut.edu.au/bbcswebdav/pid-7357151-dt-content-rid-12652564_1/courses/DX-B102_18se1/Lecture%207%20Persuasion%20%26%20Rhetoric.pdf

Makmanee, T. (2013). 32 Surreal Marketing Techniques. Retrieved from https://www.trendhunter.com/slideshow/surreal-marketing-techniquesRowse, D. (2006). Rules of Third. Retrieved from https://digital-photography-school.com/rule-of-thirds/

Why to Read. (2012). 10 Reasons Why Reading Books Will Save Your Life. Retrieved from http://whytoread.com/why-to-read-10-reasons-why-reading-books-will-save-your-life/

1. KeywordFeminine, inspiring, strength, warmth, inclusion

2. Context for the DesignThe Brand

What is the name of the brand? Infinity Books

What is it? A book publishing company

What is its key purpose? To inspire young female adults to read

How should the brand communicate its identity – where would be key places a brand such as this could establish its profile (billboards, local publications, online place-ments)? You may need to research similar

Online through social media and out of home including bus stop posters as well as magazines.

The Demographics/ Audience

Who is the key market for this brand? 15-20 year old females.

Is there more than one target audience (e.g. primary and secondary)?

No

Briefly profile your audience’s demograph-ics – interest, situation etc.?

Currently studying (school or universi-ty) and/or working. They are not afraid to be who they are but they still want friendship and to fit in with their peers.

Is it a niche audience or a broad audience? Niche

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References Appendix one: Task Analysis Document

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3. Design outcomes

Logo/ Logo Variations

Visual Design What is the type of representation (Line / Form / Colour)?

Straight and dynamic lines. Warm colour scheme.

Does the design work because it uses a spe-cific style? What is this?

It mixes iconography and typography in a playful way.

Communications

What is the princple message of the logo? Every book has its own infinity and is special.

Rhetorical Images

Visual Design

What is the type of representation (style, aesthetics)?

Double Exposure of females reading with another image relating to either inspiration, power or knowledge.

What does it do (emotional)? Connects the idea of reading with the reader’s feelings. Whether they read to gain knowledge, to be transport-ed to another world or to feel power through the book helping them under-stand the world.

How is it used (lifestyle/context)? The audience will relate to the girl in the photos.

Audiences

Target persona / type example: Describe a specific audience for the image?

15-20 year old females.

Describe their demographic (Who), inter-ests, skills, background etc.?

High school/ university studentsExperiencing changeCreative

Psychographics - Why will your persona desire this brand?

It’s a brand that is with the times. It is empowering change and striving for equality.

Zeitgeist/ StyleWhat is the essential zeitgeist of the style (e.g. your style influence / era)?

Modern

Have you clarified the style employed and researched specific designers / approaches?

Two other advertisments stood out to me. They both use double exposure to show how the people are feeling; Rethink Campaign from Roseman University College and The Financial Times, Life. Arts. Culture campaign created by JP Glas.

Have you developed the style? For my images I want to incorporate as much colour as possible.

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CommunicationsWhat is the principle message of the imag-es?

To inspire the target audiences and grow their knowledge and power.

Is there more than one message? Girls can be anything they want to be and do anything they want to do.

What is the type of rhetorical appeal? Surreal and unconventional

How have you used layout to enhance the visual communication?

The rule of thirds is used in the final advertisment images.

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Appendix two: Documentation of process

Skills learnt: Original photography

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Photoshop Skill learnt: Using the pen tool to select part of the image.

Photoshop skill learnt: using a mask to get rid of the backround without deleting part of the photo.

Photoshop skill learnt: Blending two photos together to create the double exposure effect.

Photoshop skill learnt: Clipping the backround photo to the mask to create the outline of the girl.

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