Lawrence Berry

Style Guide

lawrenceberry — Thu, 03 Dec 2009 19:57:38 +0000

Below is a link to the style guide for the advert:

Posted in DECEIVED CLOTHING (complete), Professional Project

Project Evaluation

lawrenceberry — Wed, 02 Dec 2009 20:20:59 +0000

I was set the task of producing an advert to promote a new shop called Deceived Clothing in Bournemouth.
Taken from the brand’s name I started by looking at the idea of deception. I used old cigarette adverts by Silk Cut and Benson & Hedges as a reference. I concentrated on their use of trickery within the images to denote a message or narrative, rather than the rules of a normal advert which usually focuses on a product shot and a simple message. In this way it would differentiate the brand from others in Bournemouth. In the case of Silk Cut, Benson and Hedges they used the context of images to portray a message. In addition they also used brand colours to link to the brands identity, these were two main factors I based my ideas on.

In my first idea I looked at shape recognition- incorporating the Deceived logo into a colour blind test and tie dye images. Although this had subtle trickery it didn’t promote a fashion brand in a recognisable way. I then moved to using wordplay. Using text message language and wordpuzzles (post: further development 2 and 3) had a more obvious message, yet I felt it did not promote a fashion brand well enough.

I started replicating the style of the Silk Cut ads but for Deceived Clothing. Looking at how the use of objects could be read as messages. In the same way as the image of the Silk Cut advert had a piece of silk with a cut in it, my idea was to have the deceived logo on a the letter T, with the intension of the image reading “deceived tee’s” (T being short for T-shirt). In this way i aimed to make a more obvious link with fashion. Taking these forward I used the anagram “conceived delight” to produce more tongue in cheek images with more of a “cool” factor than just using simple letter messages. These then continued into using song lyrics to relate the brand to a music genre and scene.

My final ideas were based on a combination of both the use of wordplay and image trickery. I based my final idea on the use of denim jeans ordered in a shape that suggested a DNA genes structure. I decided on this idea to be the final one as it incorporated all that I intended for the project. It used the idea of trickery with the deceiving DNA structure and with the simple message “it’s in your jeans” adds the wordplay that I looked at in my research. The use of deliberate misspelling or confusion over which word should be used (jeans or genes) adds another twist.
The advert works because it shows a product which connects the image to a fashion brand yet does it in a subtle way. The puzzle element to the image is recognisable and understandable with all audiences and the important shop details are also obvious and clear.
The image is clean which relates to the shops interior and its other promotional material (eg.shop bags and website). I have also coloured the jeans in Photoshop so that it matches the blue logo, keeping the brand’s colour scheme in mind inspired by the Silk Cut adverts. After experimenting with the layout of the image, I decided to keep the message central and the information at the base of the image. In this way the message “it’s in your jeans” and the shop information is kept separate yet both are equally legible.
After experimenting with the gene structure’s composition I decided that having it stretch horizontally across the page makes the image feel continuous as if it would spread further than the page, rather than ending awkwardly when contained within the boundaries of the page.

Posted in DECEIVED CLOTHING (complete), Professional Project

Printing Costs

lawrenceberry — Tue, 24 Nov 2009 18:32:44 +0000

This is the local company I called about printing costs. There specialism is in commercial photography however, I found their printing services through Gumtree. They offer a range of services and have a fast turn around too – although as it is not a dedicated printers there print pricing is not on the website.

http://www.shootstudios.com/pricing.html

Posted in N/A

test

lawrenceberry — Tue, 17 Nov 2009 13:23:56 +0000

Posted in Uncategorized

Designing for Print

lawrenceberry — Mon, 16 Nov 2009 14:50:59 +0000

As previously described the adverts will be print based as this is a relatively affordable means of promoting the brand. The final adverts are to appear in magazines, the first one being Deviate Magazine Bournemouth (http://www.dv8online.co.uk/). This will give local coverage to the correct target audience, as the magazine is aimed at 16 to 30 year olds. The magazine is a “whats on” monthly edition, it is given out free and it is available at many local clothing shops. The price of advertising is relatively low compared to other magazines making it a good value medium.

As part of designing an advert for print I have looked into the technical requirements needed for successful advertising.

The following details have been found on these sites;

http://www.outofhand.co.uk/quicklink/artwork_specifications/index.php

http://www.pantone.com/pages/pantone/index.aspx

http://www.toniallen.com/designforprint.htm

Images should be between 150dpi and 300dpi, I will be using 300 dpi for my A4 prints.
CMYK (Cyan Magenta Yellow and Black) document printing is the only compatible format for print.
The image must have bleed, this is easier to do InDesign by setting up the photo to leak into bleed area.
Supply PSD, InDesign and 300dpi TIFF document to printers.

Posted in DECEIVED CLOTHING (complete), Professional Project