Pantone - Reimagine your hometown through the language of color - Examples of strong use of color
To support the research I have gathered and before I began thinking up initial ideas to develop on I think its important to see how other artists and designers have created works focusing on a strong use of color to get their message or concept across or just as a visual aid.
Snøhetta & The metric system collaborated on the redesign of the new bank notes of Norway to be produced in 2017, I love the stripped back pixelated imagery its a refreshing visual compared to the usual detailed photographic images seen on bank notes. These pixelated images derive from images of Norway's costal landscape, a clever thing to consider when using source imagery and reproducing it in an abstract way.
Theres a certain scale of pixel density, scale & position corresponding to the monetary amount, small square pixels for lower value, longer pixels for higher values.
I like the use of 1 majority color for each note with tonal differences and minimal use of other hues but when used they produce a subtle contrast to add a certain depth to these flat images.
Snask studio creates a brand identity and physical collateral for Swedish Handicraft Societies, the hand crafted services they supply i communicated clearly through the physical 3D typography they created and the brand collateral they produced, the use of image also suggests this service too so the brand's services are well presented in this sense.
What my focus is on though here is the strong use of color, the use of primary colors (red yellow and blue in conjunction with simple shapes to create the 3D letterforms create a feeling of simple yet effective craft. The use of material in the 3D "H" with fabric and weaved wick material suggests a more finer detail craft service, a strong consideration of material.
All in all the brand identity is very successful through subtle and conceptual use of material, shape and color, a consideration I want to take forward.
Sim & Zou produced physical models for SXSW Film Festival, clearly inspired by on set props and equipment used but presented in a much more contemporary and playful way. I like the attention to detail and level of craft, looks to be made out of card stock or some kind of thin plastic. This shows that concepts don't need to be considered all the time, more literal and obvious outcomes can be created to represent the needs & requirements of a brief.
A considered tone of voice is the only real consideration I can see here, playfulness has been emulated through the cartoon like aesthetic to the use of shapes and detail in the aesthetic, supported by vibrant and clashing contrasting colors.
Build studio created an identity for Studio Aves, they designed a color based identity for the studio based around British bird markings, the word Ave is the latin meaning of Bird so this was a clever yet subtle conceptual idea presented in a stripped back and simplistic aesthetic (through the use of angles and shapes) which allows nice focus in on the use of color, a main intention for my initial ideas at current.
Color plan and digital printing was used in terms of the printing and material process, there are lots of color's available in the Colorplan range allowing experimentation with how the colors interact within tone, saturation and hue like seen here, a consideration on how different colors interact needs to be taken into account. Not just the physical chromatic values but the tones, saturations and tints of the colors, all these need to be considered when thinking about how color contrasts or works in conjunction with each other.
Hey studio designed these bi-monthly annuals basing the overall aesthetic and layout around sustainability. They wanted the style to last at least 5 years and not feel outdated, I think this is why they used such a variation of cover designs. The studio are known for there strong use of primary colors but here there a little more experimental to produce a diverse range of outcomes to achieve this sustainable overall range of designs.
Considering sustainability is important to me in this case, not in the sense that it needs to last for a period of time but the aesthetic needs to appeal to a range of age ranges if the resolution I chose is to be aimed at all generations who live or have lived in Tingley as I want to provoke emotion from them be it pride or nostalgia. If i am basing the resolution around one target audience this neutral and mutual aesthetic that suits all audiences isn't required but consideration on if the style needs to be contemporary or traditional needs to be decided depending on the audience.
This example was chosen to demonstrate how there doesn't need to be any complex elements or strong use of imagery within a design to create an impact, the interaction of color through the typography and stock choice is the main focus here to create an aesthetically pleasant range of print products.
Muted tones and contrasting vibrant tones all create contrast and interaction between color keeping the viewers eye busy, this takes away the fact that the layouts are extremely minimalist perhaps this clean layout aesthetic supports this but it's interesting to see how color effects how the positioning of content and elements appear to the viewer.
Google released some print material designs, new grids provided me with details on the project. They took inspiration from the "material world, using paper, layering space and light to create an interact that feels tangible and grounded in reality"
Studio "manual" celebrated googles original inspirations from the material world and created a "rich, tactile and layered print" outcome, I think there aim was to reinterpret the digital interfaces google use and present it in a visual way that has been stripped back in aesthetic.
This stripping back of the digital interfaces into print media appeals to me, I have a current habit of simplifying things down to present clear and concise design. What I get from this stripping back is an idea that I take everything iconic within Tingley's past and present and create a visualization of all the best bits of Tingley erasing things that have appeared that make it a worse place and highlighting elements of Tingley that make it a great place.
Neven Cvijanovic created a minamilistic identity for Berlin gallery Neumeister Bar-Am, the gallery is located an old Post Office space so the aesthetic of the identity is inspired by aspects of the postage industry (the tape, the handle with care strap lines). The color scheme derives from Deutshe Postal services so this highlights how a simple use of a single color can clearly communicate a strong message.
I like the flexibility of the identity and collateral materials and stationary, the tape can be used for multiple functions and I love how stripped back and straight to the point the typography is, its a perfect interaction within the interaction of the precise yellow hue to communicate Deutsche Postal services.
A studio I have been following since they started out in their final year last year are Hungry Sandwich club there playful tone of voice & geometric use of image and motion is becoming a very iconic style of theres and really makes them stand out from the crowd.
This animation produced for The Design Museum for the exhibition Woman Fashion Power they produced a beautiful and bold motion graphic that promotes feelings of positivity and inspiration through the interaction of the geometric shapes and motions with the powerful tone of voice within the woman providing the script audio.
What I'm taking from these examples
To help influence idea generation through the use of this visual inspiration and my previous contextual research on Tingley I will be taking forward these points:
Conceptual reproduction of source image, if reproducing source images into something more abstract from there original forms consider a way in which I can bring in a concept like the Norway notes creating pixelation images of the Norway codes and following a system for the scaling & positioning of pixels for the monetary values.
The use of 1 major color in the color scheme with tonal variations, if any other colors would be used make sure there only used minimally.
Think about what color communicates, create a color representation for each iconic aspect of tingley, like how yellow is used to represent Deutshe postal services, color can also be used in terms of theory in what it communicates like the color red can be perceived as a warning or quite angry. Looking into this will be important.
Stripping back the aesthetic of something quite complex to create a more concise and minimalist version is something I want to consider, a suggestion may be to create a visualization of Tingley erasing parts out that make Tingley a worse place and creating an ideal location either based on what I would want or what would suit a wider audience.
Consider the media used, medium is message is important here, I want to consider creating 3D physical things, digital animations or an idea of creating a brand image for tingley with relevant collateral and stationery. Like Snask I want to consider materials for adding that aesthetic & physical extra as well as adding more conceptual relevance, for example using astro turf would emulate my memories of football pitches.
Think about how color can be used to be the main focus, like The Rain Color print medium a minimalist and clean use of type and layout can be overlooked through the strong interaction of color, as color should be the main focus its important nothing really distracts the target audience away from it.
Consider tone of voice and its relevance to the audience, does it want to be a playful tone of voice and contemporary aesthetic which would be more suited to a modern interpretation and visualization of Tingley suited for someone of a younger generation who. This target audience could relate to a modern re-imagination of Tingley based on what I would have liked to be in the Town based on childhood memories me and this age range share. I could also present the Tingley I used to know and love back when I was younger to suit this target audience.
Or
A more informative tone of voice with traditional aesthetics and use of image and type to suit to the older age range who may be interested in the detailed history and iconic events that happened in tingley. Or if possible produce an outcome that suits both audiences merging both ideas together.
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