Sunday, 11 October 2015

OUGD603 Extended Practice Brief 01 Students' Union Work Part 02 Election Campaign: Aesthetic Research

Because I already have a conceptual starting point for this campaign I used it to bring together some visual inspiration on the theme of the solar system and space.

There was a surplus of material and a definite direction has already presented its self.
I also thought about the 'watch words' for this project and came up with the following.
-excitement
-enthusiasm
-scale (something big is happening)




There is a very definite aesthetic to the 1960s or rather 'space age' design which I think could be lightly used. They have this excitement and optimism to them that is exactly what I want to evoke with the designs that i create for the elections campaign. Although I don't want to create a complete copy or pastiche of this era and design style I do want to lightly reference this style. To do so in a well informed and effective way I thought it would be useful to analyse a few samples I have collected.

These are in fact stamp designs from Poland used during the 60s to celebrate the different satellites that were just being launched and activated at the time. They are made of two visuals, one an illustration of the satellite its self and then an illustration of its orbital path. What really strikes me about these is the use of space. The way some of the flight paths work their way off the corner of the stamp when part of it is not needed. This creates a definite hierarchy of information leading the eye around the design with the swoops of the orbital paths. 
Another instantly apparent thing is the way the colours vary so much but because they have a similar tonal value and the line weight and typography used remains constant the designs clearly relate to one another and continuity is easily maintained. 
I am uncertain whether this intentional or not but the solid colour in the background of the stamps has little imperfections and dots which look a lot like the stars in the night sky. Risograph printing can sometimes create a similar effect, I might research this method of printing because Footprint printers in Leeds could be a viable cost effective option for this project and achieve this look without artifice. 

Although this poster design is not from the era in question I thought it was worth looking at in greater detail because it draws inspiration from the 60s and creates a condensed and concentrated pastiche of the stylistic qualities of the era.
The use of bright contrasting colours that have similar tonal values combined with block shapes and cartoonish images is the epitome of this era of design. I need to be wary of creating a straight up pastiche of this era by only picking and choosing the aesthetic tools that I will use.

This is another example of imperfect print which works to its advantage, creating the accidental, or intended effect of a night sky. The limited colours help create a definite focus to the design and information hierarchy, with the sun's gaze pulling the eye to the rocket. Again there is the theme of the design being cut off by the edge of the stamp. This pulls the colour of the paper into a more obviously active role because of the way it actively enters the design through the suns rays. This use of stock as an active colour is something that I will need to utilise for the budgets sake, but it also is a great way to reference the space age design style.


This poster again 'activates' the stock as a colour in the design, rather than just a background. This is done by creating aspects of the design in the colour of the stock which meet the edge of the page, like the stripe across the centre of the design. This also creates a sense of scale and importance by suggesting that this all goes beyond what is show, beyond what can be imagined in the same way this it goes beyond the edges of the page.
This time the star patterns are completely intentional and are done in a very beautiful and natural fashion with no sense of symmetry or repetition. 
The tall format of the design is used to do something a lot of the design from this era does; to create a sense of upward movement and therefore positivity and excitement, as is then repeated by the rocket on the left hand side.





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