Tuesday 24 November 2009

Design Time Capsule - Research

Art Nouveau

Art Nouveau (new art) is an International Movement, not a style. It reached its height at the end of the 19th Century, it became popular due to its style of Art, Architecture, Applied Art and the Decorative Arts. In 1900 World's Fair in Paris is where Art Nouveau was established as the first new decorative style of the twentieth century. This movement very soon became a part of everyday life, with different styles being used for Furniture and Architecture. This movements popularity grew due to the help of a Czech artist Alphonse Mucha most known for his images of women, he influenced and helped to direct the way this movement was going to uptake. Much of his work he produced for example paintings, posters, advertisements and book illustrations, as well as jewellery, carpets, theatre sets and wallpaper was all initially called the Mucha Style but later became to be known as Art Nouveau. Below are two pieces from his collection.



A very interesting designer was Louis Comfort Tiffany, an American designer he trained as a painter in the 1860s with the artist Samuel Coleman. Tiffany had close ties with European Art Nouveau; he made a series of windows, glassware and lamps all ending up appearing at the Paris gallery of Siegfried Bing. In 1902 he became design director of the family silver firm Tiffany & co. Show his glassware

William Morris (1834–1896) was the single most influential designer of the nineteenth century; he was a designer, writer and socialist. Trained as an architect, Morris mixed in Pre – Raphaelite circles before founding his own firm in 1861, which became Morris and Co in 1875. Through his ideas on utility and beauty in design, coupled with his socialist principles, he became the defining figure of the Art and Crafts Movement. He drew on medieval motifs and designed furniture, stained glass, wallpaper and fabrics. His use of stylized floral and organic forms in his patterns was influential in the evolution of Art Nouveau. Show William Morris pictures

The Pre - Raphaelite Brotherhood was made up of a group of English painters, poets and critics, founded in 1984 by William Holman Hunt, John Everett Millais and Dante Gabriel Rossetti. The three founders were soon joined by William Michael Rossetti, James Collinson, Frederic George Stephens and Thomas Woolner to form the seventh member "brotherhood". The grouped formed with the intention to reform art by rejecting what they considered to be mechanistic, the brother hood had high regard for classicism they believe that it poses elegant compositions. The Brother hood objected the influence of Sir Joshua Reynolds, the founder of the English Royal Academy of Arts, they called him "Sir Sloshua", believing that his broad technique was a sloppy and formulaic form of academic Mannerism. In contrast, they wanted to return to the abundant detail, intense colours, and complex compositions of the cultural and artistic events of 15th century Italy are collectively referred to as the Quattrocento. Quattrocento encompasses the artistic styles of the late Middle ages (most notably International Gothic) and the early Renaissance.

The Pre-Raphaelites have been considered the first avant-garde movement in art, though they have also been denied that status, because they continued to accept both the concepts of history painting and of mimesis, or imitation of nature, as central to the purpose of art. However, the Pre-Raphaelites undoubtedly defined themselves as a reform-movement, created a distinct name for their form of art, and published a periodical, The Germ, to promote their ideas. Their debates were recorded in the Pre-Raphaelite Journal.
Sandro Botticelli's Annunciation, painted from 1489-1490, is an example Quattrocento art.

William Holman Hunt, one of the founders of The Pre-Raphaelites work was not initially successful, and was widely attacked in the art press for their alleged clumsiness and ugliness. He achieved some early note for his intensely naturalistic scenes of modern rural and urban life, such as The Hireling Shepherd and The Awakening Conscience. However, it was with his religious paintings that he became famous, initially The Light of the World (1851-1853, now in the chapel at Keble College, Oxford; a later version (1900) toured the world and now has its home in St Paul's Cathedral. In the mid 1850s Hunt travelled to the Holy Land in search of accurate topographical and ethnographical material for further religious works, and to “use my powers to make more tangible Jesus Christ’s history and teaching”; there he painted The Scapegoat, The Finding of the Saviour in the Temple and The Shadow of Death, along with many landscapes of the region. Hunt also painted many works based on poems, such as Isabella and Lady of Shalott. For Hunt it was the duty of the artist to reveal the correspondence between sign and fact. Out of all the members of the Pre-Raphaelite Brotherhood Hunt remained most true to their ideals throughout his career. He eventually had to give up painting because failing eyesight meant that he could not get the level of quality that he wanted. His last major work, The Lady of Shalott, was completed with the help of an assistant (Edward Robert Hughes). Below are The Scapegoat, The Hireling Shepherd and The Light of the World.









Friday 20 November 2009

Priceing

I looked at various cereal's and their prices, they all seemed to range between £1.20 and £3.oo, the ones at the top end of the scale are Alpen and cereal's that include more ingredients for example dried fruit. Most of the children's cereal's fall on the £1.90 price bracket. I have decided that if I was going to compete with these cereal's mine would need to be of a similar price. I decided that I wanted to price mine at £1.90, so it is able to compete with the rest of the children's market.

Thursday 19 November 2009

My Final cereal packaging

After many drafts and re positioning of objects, letters etc, I came to my final design. I came across some problems on the way to this final design. In particular I had a problem putting my design into 3D in the extrude and bevel selection, to begin with it was taking a very very long time to do one side. Then once it had done this, the next sides were just not mapping onto my 3D object at all, perhaps this was to do with the 3d effects and gradients that I used however I have not used that many. I tried to create this 3D effect on three different computers to see if that would help but I had the same problem on each. So because this did not work I had to produce it by eye, I created and 3D box and hand skewed my sides to fit the box, I found this very hard indeed, the perspective was hard to create to make it looked realistic. I managed to do some of my images and text, but this I feel compromised on the quality of my objects. Below is my design flat plan before I tried to map it, before I mapped it I separated the sides so I could save each side as a symbol and save them in their own library.



After reevaluating my design several times, there were a few things that I changed, the changes are shown in the screen shot above, firstly my masthead, to begin with it was just flat text, it did not really stand out from the page so I used the extrude and bevel option and changed its perspective, this worked really well it gave it depth and a almost life like feel. Also I put a gradient on my cereal bowel to make it more interesting, one technique that I found to be very useful was the drop shadow option, I used this on my character to make him come alive and look more realistic as before I did this he was very flat. Below is my hand made 3d representation.


Sunday 15 November 2009

Layout and what I was going to include on all sides

Once I had chosen a colour scheme, I was now ready to start on the content of my cereal packaging, for example designing the cereal itself, puzzles and activities for the children/my target group to play with, the ingredients that I had already touched on briefly, logos etc. This all now needed to be put together and positioned on my box.

I had already made the decision that I was going to have alphabet shaped cereal, there was just the question how do I create this so it looks like the texture and colour, that it would look like if true to form. So to create this real effect I first typed my letter how you would do any way, then I went to Type - Create outlines, this created outlines around the letter. Next I selected a cereal colour and went to Object - Path - Add Anchor Points, this added points around the letter so then the letter can be manipulated. To create an effect of an uneven outline I used the Effects selection and went to Distort and Pucker and adjusted it according. For this effect to take place I then went to Object - Expand Appearance. Next I used the pen tool to draw a shape on the side of the letter, and coloured this with a gradient, I arranged it and brought it to the front. Selecting all I went to Object - Clipping mask and Make and then shift A to give the rest of my letter a colour. This completed my cereal coloured letter however the letter was to smooth and did not really take the full effect that I was looking for. So I by using the ellipse tool I made almost crater like dents in my letters, this made the surface of the letter look uneven, I went through the same steps as I did to create the letter to create theses ellipses.




This effect is very effective way of creating this look, Once I had made all my letters, I wanted them positioned coming out of the bowl as it my character had created a spell on the bowl and the cereal was flying out of the bowl. So I positioned some in the bowl and some coming out on the air.



I wanted to include a word search on the back of my cereal box as it ties in with my spelling/word concept, I included words that were linked with magic as I have played on the word 'Speller' as it means to spell and spell as in magic spell. I included 11 words and written than below the word search so the children can see them written to help them find the words. I included another spelling/word game as most children's cereal's had more than one activity, so I positioned it on one of the sides. It is a very simple small one and it is jumbled up letters, that you have to make words from.


The nutritional information and ingredients, needed to be looked into in a bit more depth, so that I could make it as realistic as possible, even though I wasn't actually making the cereal. I looked at other cereals that were already on the market, however I found it difficult to find any children's cereal's that were a healthier option, so I looked at some of the adult cereals and used their ingredients to help create mine. I looked at their fat and sugar content, one cereal I looked at in particular was cheerios, theses have low fat and help towards maintaining a healthy heart. I want my cereal to be a healthier cereal for children however I also want it to help to be educational.

Monday 9 November 2009

Colour's

Colour is an extremely important issue when designing, the colour's must all compliment each other and in this case they must be suitable for both male and female. Colour's such as yellow, green. purple and blue are colour's that I will be considering when it comes to my cereal box. Below are a few examples of colour experiments that I tried, however none of which I decided to use.



I was not happy with any of theses colours, the blue I felt was already used by quite alot by cereal companies anyway, the green made it look more like animal food or some sort or gardening supplement and the purple was aimed more at the female market. I need to think of something unusual so that it would stand out against the other cereals. So below is what I decided on. I decided to have the yellow stripes as I have not seen many if any like this before, and the yellow is a very unisex colour, it is bright, cheerful and eye catching.


Healthy or not?

There are many issues that flood the children's cereal industry, the main one being how unhealthy the majority cereal's are. This issue is one that interested me greatly as I feel that the 'most important meal of the day' should be healthy. Many cereal companies choose to go for the unhealthy option as this in their minds sells better and is what children want, sweet, sugary breakfast, most children have extreme pester power when it comes to what they want and some parents give in, this is how the unhealthy options do so well. Many parents are unaware how unhealthy some cereals are as this is unclear on the packaging.

One cereal in particular that is the biggest culprit is Frosties, one article in the daily mail headlined an article "Breakfast cereals with more sugar than a doughnuts". within this article they named and shamed the worst offenders when it came to sugar content, heading the top of the list was Kellogg's Frosties with a massive 11.1g of sugar per 30g bowl, this is nearly 3g more than an average sized doughnut, next was Nestle's Cookie Crisp, with a staggering 10.59g, then again Nestle's Honey Cheerio's with a 10.53g, Nesle's Nesquik 10.5, Sugar Puffs 10.5, Kellogg's Coco Pops 10.2 and Kellogg's Honey Loops 10.2. All these cereal's had more sugar then a doughnut in just a 30g serving. I find this unbelievable these seemingly healthy foods are again one of the many contributes fueling our 'obesity crisis' and are aiming these terribly unhealthy foods at our younger generation. TV advertisements are one of the most predominant ways in which these companies market their product, showing them between children programmes so that they get the widest coverage possible, going straight out to the children.

I have decided that I want to make a healthy, educational cereal, one that is low in sugar and no saturated fat that tastes great! A cereal with natural flavors from toasted whole grains, and few if any added ingredients and flavors. My cereal will be a toasted whole grain cereal and should have no more than 81 calories per serving, max 2g sugar, Dietary fiber, Protein, Vitamins, B2, B6, B12, Magnesium, Vitamin C etc, Oats, and no hydrogenated oils or preservatives. Although I don't have to make the cereal this is what I am aiming for and is what I want the end result to be if it was going to be produced on a large scale.

Cheerios is my inspiration and its ingredients and health benefits is how I wish for mine to be. I want Oats to be be my main ingredient hence the name of my cereal 'Speller Oaties', I have taken this extract from the Cheerios website, it explain how Oats work and their health benefits, "Oats contain soluble fiber that can help soak up some cholesterol. Too much cholesterol can build up in your arteries and put you at risk for heart disease. Think of oats as tiny sponges that can help soak up some cholesterol and naturally remove it from your body. The soluble fiber in oats binds some of the cholesterol in your digestive tract. This cholesterol is "trapped" and some of it is removed from your body naturally. Oats contain more soluble fiber than whole wheat, rice or corn. In addition to soluble fiber, oats contain vitamins, minerals and unique antioxidants, which help make oats healthy.Cheerios® Cereal is Naturally Powered by Oats. From the first delicious spoonful, the power of nature is working for you. Every "O" is made with 100% natural whole grain oats and no other grain is better at lowering cholesterol. So go ahead, enjoy with a happy heart".


My Character

I now need my character, my mascot, this character will need to have personality , be cute and the children must love him/her. The character needs to help sell my cereal, I have thought of doing many different animals, to include Giraffes, Elephants, Lions, Hedgehogs etc, I also thought about doing a person as my character. After sketching out all these different ideas, which are in my sketch book, I decided upon the Hedgehog as I thought he had most personality and the most lovable character. I did several drafts of him, and brainstormed a few possible names, a name will make him more personable. The possible names that I came up with were: Mario, Leonardo, Duke, Henry, Lulu, Prince, Hank, Hector, Hercules, Horton, Howard, Hugo, Hettie and Hilda. There were several names that I thought might work which were, Hercules, Hector and Horton

However I wasn't sure whether I needed to have the character's name linked to the name of the cereal? For example the monkey on the Coco Pops is called Coco because of the chocolate of the cereal and snap, crackle and pop for rice Krispies as this is the sound that the cereal makes. This is not always the case with the cereal characters as Toni the tiger. I needed to rethink and see if I could come up with a name that links to the cereal.

Below is my final character, his name is Hector the Hedgehog.








Naming and designing a logo for my cereal box

It now came time to name my cereal box and start to think of a concept. My name must be easy to say, easy to read, easy to spell, colourful and most importantly memorable. I had a few ideas, however the one in particular that stuck me the most was the idea of having the alphabet as the main point of interest. I thought that the idea of the the alphabet is a suitable subject for my age range, as the alphabet and spelling is the main part of their education. I am aiming to have the actual cereal in the shape of the alphabet, probably in capital letters. I needed a name first and foremost so I am then able to create a whole concept around that for example create a character and my colour scheme etc.

I had a selection of names after having a brainstorming session, they were the following:
Speller Bites, Alpha Crunch, Alpha Munch, Spellers, Spells, Jumble, Alpha Oat Crunchies, A2Z, Letterbox, Alpha Nibbles, A,B,Crunch, ABC's and Speller Oaties.

After taking them all into consideration I thought that the most appropriate and the one that will work the best is Speller Oaties. From this name there are various different concepts that could come out of it, for example I could base the cereal on witch and wizard's to play on the name 'Speller' and have a character of a wizard casting a spell on the cereal bowl which then produces the name of the cereal coming out the cereal bowl. So the character is casting a spell, in order to produce the spelling of the cereal name, so the character is also spelling the word, which is the whole idea of the cereal, spelling.

Now that I had decided on a name next was to decide on a font, I tried many different ones and have put a few of the examples in my sketch book. The ones that I would have initially gone for, for example the ones that are fun, chunky and like bubble writing were not as suitable as first thought. I found that these fonts made the name the letters converge to much as one, therefore not making it as clear and legible as I would have liked. I need the font almost to be as simple as possible as I am designing a spelling cereal, the text needs to be clear and easy to read otherwise I am kind of defeating the whole object. I decided to go for Helvetica Bold in the end as this is clear and has well shaped letters that will be easy for the child to recognize.
Next I needed a logo, this would be my brand name. As part of the brief we needed to have our name as either the name of the product or the product brand name. I chose to have my name as the brand name, however I did not want to use my first name as this did not really have a ring or flow to it, so I decided to have my middle name 'Florence' as the brand name. I now needed a font, after looking at various different other companies brands names and their fonts I decided that similar to Kelloggs, I wanted a scripted font. I have some examples that I have included in my sketch book, the font that I decided upon was Brush script MC italic, I liked this font as it was classy and exuded a very business like impression.