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38.

Final printed brochure: 

For the printing, I test printed on a paper of about 90gsm and one that is a bit more textured around 100gsm. I liked the 90gsm paper that gave a glossy look compared to a textured one that has a rougher matte touch. Also when folding it, the 100gsm paper was rather stiff that it didn’t feel like a flyer so for the final I chose the 90gsm paper. 

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37.

For the project document, I mainly used these 3 or 4-column grids depending on the page where it is appropriate. I added the texture I drew to the background to unify the pages with illustrative images of the campaign. 

Except for the title page, the first few slides are the same as the formative pages with a few changes in the typefaces as the final brochure typefaces developed. 

I wanted to play around with illustration assets and the background a bit more but I decided it is probably better to keep it simple towards the end as the pages get more and more image-based to show processes or assets, which means if the composition or background gets too busy it takes away from the product/main focus. 

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36.

Refinement & Final layout: 

In the final feedback in week 12 we discussed the typeface I used for the captions, the Avenir medium font. The lecturer’s comment was that because it is used so little and it has a completely different tone of voice compared to the body text, it doesn’t feel like it is a part of the campaign. So I changed it to the same typeface as the body copy, Nanum Myongjo, but in a heavier weight for hierarchy. I think it blends a lot better in the page, especially in the poster as it helps to tie together the tone. 

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35.

Refinement: 

After getting some one-on-one feedback I changed a few little parts like with the title page, I changed the illustration on the title page as we spoke that the character of the narrative should be present from the beginning. I also added text on the back cover with a small caption of what the campaign is about and indicating other places so that it is clearer what the brochure is about instead of just a blank cover. 

Adding quotation marks on the quote. 

I was commented that it overall needs to be a little more conversational so that it keeps the viewer engaged instead of a bunch of information so I added a rhetorical question in this page. 

playing around with the text on the last spread so that it has a better flow of the eye and page. Also adding small text at the very end to guide the viewer to an alternative place to gain more information. 

Really tiny changes like making the text a little smaller. 

[knnnhen-grad502]

34.

Thinking about the alternative outcomes: 

https://www.mockupworld.co/free/posters-on-brick-wall-mockup/

Here is a simple poster series for advertisements on the streets. 

I re-ordered some of these so that the headline text balanced better than last time, which had an uneven distribution of it on the top or bottom of the page. 

https://unblast.com/free-neoprene-guard-face-mask-mockup-psd/

Face masks: Because this campaign is heavily focused on air and breathing, face masks could be a good option for merchandise. It is also handy in current circumstances with covid etc where everyone has to have a mask. 

Some outcomes: I tried some really simple ones for easier daily use and some that have more texture on it. 

https://mrmockup.com/wayfinding-on-wall-psd-mockup/

Wall art: I was suggested that the smoke texture could be applied to walls as something like street art. People could take pictures in front of it with maybe a hashtag and promote the campaign. 

Some outcomes: 

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33.

I fixed some parts like changing the body text point size to 12 points, the colour of the orange to a brighter orange, and the cover. I got feedback for the cover that the first idea was interesting and worked well with the narrative/language/tone of the campaign, but just needed something a little more to indicate that this is a smoke related campaign. So I decided to try adding the cigarette illustration in the ‘Breathless?’ title. I think the brighter shade of orange really helps to make the title pop out more. This made it look a more like a logo? 

Another change I made was the numbers in the infographics page. I got feedback that maybe because all the other important information is in handwriting if the information is really crucial it could also be handwritten. I think this helps to unify the pages a lot more and it feels much more like a part of a system and language. 

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32.

Third iteration of the brochure. 

The overall fixing this one needed was the point size of text. Everything was far too small or the colour didn’t stand out enough once printed. 

I redid the writing at the top and made it not cursive. I felt like it would make it look too graffiti-like but I think it’s not too bad. 

I liked how the 2 double-page spread on the left side kind of connects when you spread it open. 

After I printed it I added stuck notes down on the things I wanted to fix. 

The idea of the cover was to start with all covered in smoke and dark then go through the brochure to end off with the back cover being brighter with space without smoke. However, I think it looks very flat and the typography doesn’t pop out as much as I would like it to. 

The text box is too long for its point size, the short-term and long-term consequences could be a bit larger? The colours also needs fixing overall. 

Again, the text is too small. From peer feedback I was also suggested that maybe the line of the furthest rocket could be more emphasised. 

As the handwritten text is a part of the system maybe I could make these handwritten and larger? I don’t want to add too much to this page as this page is supposed to be the brief summary and conclusion without all the technical information. 

The back cover has much more going on than the front cover, needs redoing. 

Fourth iteration of the brochure. 

The major changes I did for this round were the point size, covers, and handwritten text added. I kept the poster the same. 

The text still feels a bit small. The emphasis on the one rocket is nice, it adds clarity. 

This is much clearer what this brochure is about. It could use something like a caption though. 

I aimed for a really simplistic freeing look on the back cover, but is this a bit too simple? 

I’m not sure, there is a lot going on on the page. the points on the right are much easier to read with the brighter colour though. 

Some altered text. 

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30.

Trying out fonts. I feel like it lost a lot of personalities, while it might be easier to read. Condensed fonts does have a modern look with a sense of urgency but it does look hard to read. 

Too empty? The font choice doesn’t do much for the design. 

Way more visible but doesn’t align with the tone of voice I was going for. 

I tried to create emphasis on the ‘secondhand smoke’ by using a bolder and italicised font. It looks more readable now. Using all lower case for the caption this time round, it helps with the visibility and the tone of voice. 

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29.

I redid the text a bit. 

Retouching the illustration as I finalise my assets. 

Here are the assets used in the design and my final options for the posters. 

I tried inserting some slides from my formative presentation as a placeholder to see what it looks like. I actually really like the infographics so I want to continue using that. 

Some different compositions. Having the darker smoke side on the front cover and the brighter side on the back cover I thought was a nice flow of narrative as it starts covered in smoke and then ends with a clearer back cover. Also the previous one ended on an infographic and didn’t land on a conclusion. Though it was just a placeholder I thought it would be nice if we had a simple conclusion to end the booklet. 

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28.

This is a bit too cluttered. 

Does this communicate the message well enough? 

I stripped away all of the space idea and made it simply just walk away. 

Handdrawn exploration I did in class. I like the charcoal texture but I do think it is far too eerie for the tone of the campaign I am going for. Changing the colours might look different? 

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27.

https://www.behance.net/gallery/150318035/Screenprint-Zine-about-Parasites?tracking_source=search_projects%7Cinfographic%20zine

I liked how this one had a common texture throughout the zine with a common motif, it had quite contrasting subject in each page, some with majority images and others with majority of text, but I think it helped create unity within the pages. 

https://www.behance.net/gallery/118159777/al-borde-del-mar-zine?tracking_source=search_projects%7Cinfographic%20zine

This one was interesting to me how they used only one colour, yet have it so visually engaging. I like the minimalistic approach with interesting varied compositions alongside very gridded simple compositions. I like how the text boxes interact with the imagery too. 

https://www.behance.net/gallery/142753857/NOT-A-PLACE-BUT-A-FEELING-zine?tracking_source=search_projects%7Cinfographic%20zine

I thought I could use inspiration from this particular one with blurred text as imagery. The system of using these big text in a blurred way has a nice grungy feel that fits well with the context. 

Here the one straight line breaks the un-uniform imagery which was interesting. 

https://bestawards.co.nz/graphic/editorial-and-books/extended-whanau/stone-soup-magazine-vol6/

This one has a wider colour scheme but uses it in a way that isn’t overpowering. It seems to have a focus on typography, mixing both sans serif and serif fonts. 

https://bestawards.co.nz/graphic/self-promotion/milk/bitter-sweet/

This one is very unrelated but I thought this was a really nice design so I wanted to put it here. Their custom typeface is so on-brand with the concept and the simplistic warm design is very appealing to me. 

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26.

I started thinking about what I will put on the pages. Roughly, each page is going to contain: 

1. Front cover - Campaign name, maybe some graphics like the cigarette rocket or the space suit figure(keep small)

2-3. Aim and purpose - What the campaign is about, why, and who it is aimed at. 

4-5. Facts and info - Talk about short term and long term consequences, and the physical effects secondhand smoke has on people, especially developing children and teens. 

6-7. Either resolution or more info like the stats on SHS exposure rates in NZ. 

It would have a nice flow to have a resolution at the end, but that could also go in with the poster side. I could try and find a way I could combine or select out the info into a double-page spread then use the last spread as a reason to the resolutions. 

I made a mockup with the pages from my presentation as a placeholder to get a feel of what it would look like in the end. It was done in A4 so the final would be much bigger but it helped me understand the function and got me thinking more about possible future directions. 

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25.

Some copy I thought about after talking about Ethos Pathos and Logos in class. I tried to think of each category. Ethos i thought was hardest for me, however, I did think about the Neil Armstrong quote, “One small step for a man, one giant leap for mankind.” This is really far from smoking but it is related to both walking and the space idea. I’m not sure if I’d use it or not but it was an interesting idea for me. Pathos, trying to be too emotional got very clingy and sad so I won’t use those. I also thought of using slangs but didn’t manage to find one just right. 

Typography explorations mixed with less illustration: 

Using the texture and rocket I used for my infographics in the formative presentation. I think it’s much simpler than the illustration, definitely much easier to read. 

Mixing handwriting like suggested in class. I don’t know about this one it looks unfinished when it is placed like this. 

Taking inspiration from the typography posters I saw and mixing text with organic lines. I quite like the Breathless part, the handwriting kind of takes away from it. Though I like the contrast of the two typography. Maybe show more of the smoking aspect. 

Darkening the Breathless, it’s more present on the page now. Tried textured illustration. 

Changing the lower part of writing does change the balance, still a bit too much. 

Replacing the L with a cigarette. I really like this it makes much more sense. 

This has a clearer focal point. Not sure if the hierarchy of the Secondhand Smoke is quite right though? The call to action is to walk away thought?

Trying different colours; 

More visual ways of showing the call to action.

The darker background emphasises the cigarette while making the Breathless look eerier. 

Tried handwritten text again here, I don’t really like it. 

A character to link the rocket and space better. I tried smoothing out the smoke, I think it blends a bit better. 

Maybe I could have both the steps and character? 

Then I went back to the first composition and tried mixing some things. 

What if I don’t need the Breathless? 

Going back to full sans serif typography. 

The condensed one feels more like the main text, modern and urgent. I didn’t use capital letters because I didn’t want it to be pressuring, I think the condensed font balances that out. 

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24.

Gallery visit: 

Here are some of the posters I saw at the gallery that was interesting. 

The one below I thought was particularly relevant and interesting for my campaign. The phrase, “The World Needs to Let Loose” in a solid geometric sans serif font, abstracted with thin organic lines creates contradictions within the design emphasising the message. This made me think about maybe using a sharp sans serif font mixing with loose smoke shapes to emphasise the smoking aspect. 

The next two also use custom fonts, specifically visualising the particular word it is associated with. These tends to be much more subjective, but it was interesting and made me want to experiment with subjective/abstracted fonts the I could potentially make. 

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23.

The typographic exploration I did in class: I wasn’t sure about the typography, also got feedback that it was probably better to use some bolder handwritten text, Next I will try using less illustration and do some typography main explorations. 

[knnnhen-grad502]

22. Infographic Research

https://www.behance.net/gallery/87757735/Chit-Chart?tracking_source=search_projects%7Cinfographic

I like how these are very clear yet straight to the point. Cutting up the subject itself is a direct way of communicating data that has a quick delivery of information. 

The smoke coming out of the rocket was an interesting idea that I could immediately incorporate in my design. The rocket also links to the space suit idea. 

Using a famous subject is always effective. I like how this particular data set also communicates the emotions/connotations of the data which I feel is difficult to do. 

The use of shadows I thought was really clever. It adds dimension to the design, from the flags on the container to the ship, everything is working in great sync. 

This person also gave a sketch of the initial ideas. It was interesting to see the origins of the designs. 

https://www.behance.net/gallery/95677473/Royal-Infographic-Pack?tracking_source=search_projects%7Cinfographic

Apparently this is a royalty free infographics template which had an extremely vast range of clear but interesting layouts. It had many different categories like Fastfood, arrows, delivery, transport, etc.

https://www.behance.net/gallery/134157179/Data-Doodles-2021?tracking_source=search_projects%7Cinfographic

This is so nice. I love all the visual representations of the context. The hands, 3D like bend to show the strength, the thermal colours are all so visually pleasing. 

this is another one that can relate to the idea of smoke. I like how the organic looking lines combine with a very linear graph. 

This one I thought was particularly unique. I never thought of using a series of images with such a simple system of expanding a circle that represents the feeling of positive impact so well. 

Colour is also a big icon and metaphor in itself. 

This one is so clever, The repetition of text that gradually deforms is so fitting. Using text as an image is a great opportunity. Human eyes generally start reading letters that they see so text. 

https://www.behance.net/gallery/109802031/Data-Illustrations-WePresent-Ideas-Report-2020?tracking_source=project_owner_other_projects

While the graph the data is shown in is classic the way it points out the data is unique and relevant to the topic. Something I could definitely try. 

https://www.behance.net/gallery/139063417/SKN301?tracking_source=search_projects%7Cinfographic

First I just thought the black dots are textures on the background, but when I read the text all of a sudden it makes so much sense, which was a nice surprise and satisfying to decode. 

https://www.behance.net/gallery/148613489/Editorial-Infographics-2020-21?tracking_source=search_projects%7Cinfographic

These were interesting but I thought this was a bit too cluttered for our formatting.

https://www.behance.net/gallery/139575251/FESTIVAL-SONICO-branding-for-deaf-festival?tracking_source=search_projects%7Cinfographic

https://www.behance.net/gallery/55792183/The-Biodiversity-Infographic?tracking_source=search_projects%7Cinfographic

https://www.behance.net/gallery/135828661/VEGETUS-VEGAN-INFOGRAPHIC-POSTER?tracking_source=search_projects%7Cinfographic

Then I started thinking about how I could display my information. I want to take on board the rocket idea as I think it fits well with the explorations I’ve done and it can be a nice deformation of cigarettes that is interesting. 

[knnnhen-grad502]

21. Class Reflection

After class I was curious of the designer Frank Chimero and I googled his name to find this. It is not directly relevant to my campaign but I thought this was something I should keep in mind in general so I’ll put it here. 

https://www.youtube.com/watch?v=lmR58_dqLxY

Ethos, Pathos, and Logos

I think the anti-secondhand smoke campaign I aim to create would fit mostly into the category of pathos and logos. More specifically Pathos backed up largely by Logos. Ethos may not be so linked to this particular campaign because it is not something that has been outspoken much by well-known people, although it would be effective to if possible, I think this should speak directly towards the audience. 

https://www.youtube.com/watch?v=3klMM9BkW5o

I watched another short TED talk clip from the recommended list which talked about the same topic. It mentioned some other things like Forensics(evidence from the past), Epideictic(Talking about the present), and Symbouleutikon(focus on the future). 

The tense I use was something I haven’t been thinking about specifically. Maybe it is important to incorporate all of them to link ideas/persuade the audience, but I think the Epideictic is an important one for me. This is because there are already evidence from the past, there are already plans for the future, but we don’t really know it now or what we can do currently for ourselves right now.