Introduction of the design artworks
In order to have an effective and successful campaign, several design artworks should be created, mainly and most importantly that of the campaign’s tagline, logo, mascot and representative object. All the design artwork mentioned above is crucial so that the audiences would be able to easily identify and relate the campaign’s tagline, logo, mascot and representative object to the campaign. In order to catch the audience’s attention and help them relate these artworks to the campaign, it is very important to make all the artworks mentioned above to be very appealing, relatable and memorable to the target audience.
Other than that, other artworks such as posters, banners, website advertisements, buntings, walkway designs and pamphlets are also used to promote the campaign further. It tend to allow the dissemination of extra information also to be more relatable and be closer to the audience, something in which taglines, logos, mascots and representative objects is limited of.
Therefore, with the combination of the crucial elements of the campaign such as the campaign’s tagline, logo, mascot and representative object as well as other artworks like posters, banners, and website advertisements, a successful campaign is most likely to be done.
Description of content planning and characters / objects design
Logo and tagline and representative object
As you can see in the picture above, the tree is the representative object of our group. Beside the tree is our group’s logo and tagline. The reason why we chose a tree as our representative object is because this project is related to the theme environment. It is a project that is involving the 3R’s concept to create awareness especially in INTI International University. So, a tree is a perfect object that can be used to represent an environment related project. Our group’s name is Living Green and the group’s tagline is breathe in colours. The meaning of the tagline is we are living in world filled with natural colours from the trees and flowers all around us so why do we need to destroy that. Lets put an end to this and breathe in colours before it is too late. There are only two colours used in this design because we did not want to cause an eye sore when the viewers are looking at it.
The mascot is a broken cup with a plant growing in it. This is to indicate that not everything that is broken or seized to serve its main purpose is useless, and by reducing, reusing and recycling wastes, it gives the opportunity for these supposedly broken items a second chance at being useful, and probably even more chances as it is continuously being reused and recycled again.
There are three main colours used in the creation of this mascot, that which are blue, green, and brown. The number of colours used are limited to only these three, so as to stay true to the theme of the whole campaign, which is about promoting the 3Rs. The green colour used is for the leaves, indicating newly grown leaves from the cup, as sort of a way of showing how the broken cup is bringing life to the plant. The brown colour used is for the dirt or soil that is used to grow the plant. Indirectly, it means that given the right way of doing things as well as with creativity and innovation, reducing, reusing and recycling whatever items available is not an impossible thing. If the plant was to be planted without soil, the cup would still be just seen as a broken cup, and nothing more. The blue that is used to colour the cup somewhat is used to represent the sky and clean air. Since the background is not coloured so as to maintain reusability and compatibility when used on different formats of artwork, it is used to colour the cup instead. This also indirectly shows how by reducing, reusing and recycling, it not only benefits the environment, but also the living things around them.
The mascot is originally created at a very large size, to make sure that the quality of the image of the mascot is not compromised, especially when it is being resized down according to whatever format of artworks in which it will be placed in.
As for the bunting designs, there are two main designs that were created. For the creation of the bunting designs, it had been decided that only a limited number of colours were used, that which are blue, red, green and brown. This is to make sure that the buntings adhere to the theme of the whole campaign, similarly to that of the mascot.
In the first bunting design, the colour light blue is used as the background. This is in order to create somewhat of a contrast with the darker typography that is on the bunting, and to indicate the Earth’s tears, which is the main image of the bunting. The red colour is used for the words “SAVE ME!!”, indicating somewhat of a sense of urgency and need for attention. Indirectly, it also means that it is important to save the Earth, that is crying below it. As for the sentence “Practice The 3Rs!”, it is coloured in green, indicating that practicing the 3Rs is a way towards a greener earth.
For the second bunting, the background is coloured green as the rest of the bunting introduces the concept of 3R to its audience. This indicates the possibility of a greener Earth as the act of practicing the 3Rs would beneficially bring. The sentence “What Are 3Rs?” are coloured in brown, matching the background of the bunting which is coloured green so as to create a mental image of a tree.
As for the layout, a path layout is set for both of the buntings, with the first bunting from narrow to wide and for the second bunting from wide to narrow. This is to lead the audience from one message to the next easily without any distraction.
The typography used for the buntings are formal as the campaign is most likely a formal one. However, since it is a campaign held at a university, the bunting should not be purely that of a formal style, as it will bore the students. Therefore, in order to balance the design so as to not look too formal, mostly cartoon images are used, such as that of the crying and happy earth in the buntings.
The purpose of the banner is for the drivers in INTI. As they are passing by, they can read it in a glance especially when there is a traffic jam. This banner will be placed at the road side near INTI. The colours used in this banner is not too dark nor bright because to enable easier reading and doesn’t cause an eye sore. The font used is big so that it can readable even from afar. Our group logo is placed at the top right corner of the banner to show which group we are representing. The group mascot is placed at the middle of the 3R logo. In this banner, I didn’t want to use too many text or picture cause there won’t be enough time for people to read. So I just want to use pictures to convey the message.
The purpose of a walkway design is to immediately grab people’s attention while they are passing by. A walkway design should not too cramped with information or pictures cause people might lose the interest to read. It should be simple yet creative and able to convey the message well. As you can see, I used a gradient green (lighter to darker) background so that it will look more attractive and not too simple with just one colour. The font size used for the header should be big so that it can enable easier reading and also to grab attention. For example when a person is passing by and when they read the title of the design they might stop and read the rest. I used a picture of an earth looking so sick is because I want to convey the message about what had happen to the earth now and it is time for us to apply the 3R’S concept. For some people who might not be able to understand the message conveyed through the title and the picture, I have added some fun facts about 3R so that they might able to understand what is the hidden meaning of the design. The reason why I used the tagline “REPENT OR REGRET? IT’S YOUR CHOICE” is to instill a regret like awareness in people. The size of the walkway design will be an A4 size and this design will be placed on the poles at the bridge in INTI.
The theme of our project is green so the design of this pamphlet is green to match the theme, the reason why I used tree in this design because the pamphlet is to describe the 3R’s and how to apply to protect the environment and keep it green. The font was chosen to create a readable design since this pamphlet hold quite a n amount of texts into it so the readability and matching the design is also important, notice that the topics are all in bigger size and have yellow struck around them to push it out of the other text and the background design.
The poster is about the “Recycle today a better tomorrow” that means we have to recycle to save our mother earth. Nowadays the pollution was increase because of we less doing recycling activity. For the solution to increase the awareness, we design the poster to make people aware about the recycling activity and what is the benefits of recycling. We choose the blue color as the poster background to realize that our earth is blue color and that represent the cool situation. From there we can now that we must take responsibility to take care our mother earth. Other than that, we choose the blue color with shaded blue in middle to attract people for longer distance and mot of people like the blue color so they might to read the poster for color content. We add frame around the poster to focus about the content inside. We choose the 6 picture that represent the awareness about the recycling. We use the cropping tool to crop the image and we use adjustment tool to increase the color brightness and the clarity of the picture. The picture in poster represent the whole message of recycling activity, why we have to recycle and what we get from the recycle activity. We choose the text form for give message about the benefit of recycling and effect of the pollution. This simple message will easy to read in longer distance and easy to remember the message. This poster form represent of simple and informative to increase the awareness of recycle.
The website advertisement background is from online source image. We chose the background for the online because it should represent the direct point about why the recycling activity is important. The background picture represent the polluted with rubbishes in housing area. The website must be show the direct message because majority of people try to avoid the web advisement. The online user, not much interested in web advertisement because most of web design spread the viruses. Consider from the point of view we decided to do the wed advertisement simple and direct message point. We add the some images using in Photoshop. The pictures was used crop tool to cut the unnecessary background of the pictures. We use the adjustment to do the adjustment in the crop pictures. Other than that we use the text message to write the “Don’t trash our mother earth” word to give the simple message to online users. The small size of the web advertisement will give lot of meaning to people.
In conjunction with this project, there are many values and things that we have learned. Graphic design plays a huge role in this world. Without graphic design there will only be a simple pale colorless world. The world will only be in black and white. The values that we had learned from this project is definitely time management. Some of us had different time tables and we found it slightly hard to arrange a timing to meet and discuss about the project. So most of the discussion were, and had to be done online.
Secondly, we had difficulties in getting ideas for our design artworks as we wanted to keep the designs simple yet creative and attractive. When drafting it out on a paper, we include too many elements but the challenge begins when we design it using the software. The worse was creating the animation.
Thirdly, in creating the animation, we had to be very patient because some of us faced few difficulties when doing it such as the Adobe Flash software constantly crashing after creating it for some time.
There are also a few new things that we learned such as learning to use Adobe Photoshop and Adobe Flash. All of us had zero knowledge on how to use this but by learning in lab classes and video tutorials we finally managed to complete it on time.
In conclusion, we are grateful to be given this opportunity to learn something that can be applied in the future.
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