My Slide Presentation on Orange Juice

In this post, I will be discussing a slide presentation that I created for discussing an ad that I created for a Tropicana orange juice campaign. I’ll be addressing my choices in design, color, and typography. As well as a little bit of the ad that I created for the campaign.

First, Here is the presentation, there are twelve slides, then I will address each part of the designing.

Design

I felt it was important as I was designing this to create a feeling of repetition using the lines that are near the bottom of most of the slides. On that same point, the title of each slide is in the same proximity to those lines as well as the same distance from the edge. When I used other texts in the slide, I made sure that the alignment was the same as the title of the slide. Since most of the presentation is about the ad, I made sure that they were prominently displayed and easy to see on each of the slides.

In the comparison section of the slides, I made sure that the ads that I was comparing were the same size and aligned with each other but that they were far enough apart to make it clear that they were separate. I made use of the circles and lines to point out the important details to prevent clutter on these slides.

I found this was important because although the ads are more focused towards mothers and prospective buyers of orange juice the slide presentation was made for the advertising Department of Tropicana to show a variant of an ad that could be used in their campaign.

Color

I chose to use orange since that is the primary color used in the campaign since it is about orange juice. I wanted a good contrast with that orange so I used the purple background to contrast against it so the words would be more readable. I also wanted to use the purple because the ads are both on a mostly white background and I didn’t want there to be any confusion as to where the slide design ended, and the ad design started.

Typography

In the actual ads, the typography is casual and a Sans serif. However, since I was making an official comparison of them, I chose for the slide presentation to use an old style font that is easy to read and looks more professional. I made the font big enough that it could be read from the back of a room since this is a slide presentation. The type that is describing the ads is big enough to be clear and readable, but it isn’t imposing in its size.

Photography

With the exception of the orange that I transformed into a pear, I took all of the pictures that I used in the new ad. I made sure to have the pictures of the orange juice bottle and the glass of orange juice taken in the same location so the lighting would be the same and it would look consistent. The background of the ad is a table in my house, which I then lightened with Photoshop to make a more interesting background.

Ad Design

Since I also developed the orange ad, I’ll spend a little bit discussing that. The original ad is advertising orange juice with fiber in it. So to go along with that theme, I used a pear which has fiber in it as well and mimicked the same idea. I used Photoshop to insert and transform a picture of an orange as well as the orange juice and the glass of orange juice. I followed the same design using a pear because pears are common foods in households and wouldn’t make the prospective buyer confused like if I used another thing such as broccoli or brussel sprouts.

 

Photos used in this Design

Photo Taken by Seth Daybell
Photo Taken by Seth Daybell
Photo Taken By Seth Daybell
https://pixabay.com/en/orange-fruit-vitamins-428070/

Mead Calendar Advertisement

For this post, I am going to explain some of the design choices I made while creating an advertisement for a product.

Demographics

For this assignment, I used a generator that gave me random demographics to tailor my advertisement to. Some of the demographics I had were for women ages 55-64 who were married, with a Bachelors degree, earning 60,000 to 89,000, who primarily view blogs and social media.

I viewed these demographics with the mindset of counting down to a major event. I represented this idea with a picture of an older couple looking free together. Since they had a Bachelors degree, I felt appealing to the principle of organization would be appropriate since most students who earn such a degree understand the importance of organizing important things.

This is my Facebook advertisement with 400×209 pixels

This is my blog advertisement with 300×250 pixels

Color

I wanted to make the picture pop out, so I chose a simple, bright, picture to catch the attention of viewers. The color of the calendar is plain and doesn’t catch the eye, so I chose the picture to contrast the background. All of the main colors are either a variant on gray or blue. This was to create consistency.

Typography

I used the Charter typeface for the body of my advertisement. I chose it because I didn’t want my typeface to be immature and overly gaudy. I felt the simple look captured the simplicity of the message.

Design Choices

I used the transform tool to make the photo look like it was laying on the calendar. I used a mask to reveal the 20 from underneath the photo to make it feel like it is still part of the calendar. I chose to have a picture of the calendar with a close and an angled view because all of the lines focus on the picture. Although the picture is of the couple, I centered the woman more since that was my audience.

I also lined up the three pieces of body copy on the left to improve the alignment.

Conclusion

Through this assignment, I learned about different skills that I could use with Photoshop, and I also learned some of the perspectives that must be considered to create a creative advertisement. Especially for people who are in a different demographic than me. I found it interesting that I could merge pictures through Photoshop.

Found on Flicker.com

 

Picture was taken by Seth Daybell

 

The Illustrator Millinery Shop

 

In this post, I am talking about some icons I created in Adobe Illustrator. I used the theme of hats and created five different hat icons under that theme. I will go over each one and have included a 60×60 and a 400×400 pixel version of each hat. All of these icons are vectors as well and can be scaled to different sizes.

Colors

You’ll notice that although most of the base colors of each hat are different, there are colors that I used to create repetition in the whole set. The blue is used in every hat, and all the rest have some form of the yellow, red, gray, and cream, and straw colors. I didn’t want them to all be the exact same, but by using this color set, I was able to still create correlations while having variety.

Barbershop Hat

I started on this hat with an oval that I used for the top of the hat, then I duplicated it and made it bigger for the brim. With a rectangle to connect them, I wanted to show the curve of the hat, so I included lines as the edge of the top of the hat as well as the hat band. The stripes of the hat band, at least initially, were created by taking the line of the top of the hat and thickening the stroke. I didn’t want it to be too plain, and I wanted to give the image that it was straw, so I added the pound signs to lightly give that image.

Propeller Hat

This hat was the one I created as an experiment to test how well I could use the program. I used several circles and the shape builder tool to build the actual hat in red, then I used the pen tool to create the blue stripes going down the hat and the yellow bill on the front of the hat. I made one-half of the propeller by making an oval and using the angle converter tool to narrow one side and widen the other. Then I used the rotation tool and duplicated it. The little piece holding the propeller is made of an oval and rectangle.

Sailor Hat

To make it easier to see, I put this one on a white background. The sailor hat was how I got away from only doing hats with a brim. It was one of the first that I thought of. I was trying to figure out how to get a single color that was used in every design, I liked the idea of a dashed line acting like a seam in the hat. I created the actual hat with the pen tool, with a circle acting as the middle. The darker inside of the hat also was made with the pen tool.

Sun Hat

This was the first hat I made, which may be evident from its simplicity. I created it with two ovals crossing over each other, and I used the shape builder tool to form the main hat. The band was a line curved across to create shape. The flower was created by having a star that I used the angle converter tool to widen out, then I added a yellow center, which color I used again later in the propeller hat. I tried to stay away from outlines in this icon set, but I felt that this hat was too flat without one, so I gave it a slightly darker outline just to help with shape.

Top Hat

The top hat was the icon that I thought would take the least amount of time but ended up taking longer than I planned. I originally had the sides curving in, but later found a more traditional form was better for this set. The band on this hat is different than the others because I created it using the shape builder and the top of the hat so the curve would match. To get it symmetrical I chose which side I liked more, and I took a rectangle, cut off the side I didn’t like as much with the shape builder, and then reflected a copy of the side I liked. After that, I fused it together using the shape builder again.

Conclusion

As you can see, I tried to design these hats with as little strokes as possible, while trying to give the impression of three-dimensional qualities. I toyed with the idea of using a top view looking down on the hats, but it didn’t give the image I wanted. I feel that how I created these icons captures these various hats in simple terms. These icons were created with the idea that they could be used for a hat company of some kind. I feel the simplicity of the design would appeal to be used for a logo or icon for such a company.

Magazine Spread for Homelessness in Idaho

For this assignment, we were assigned to create a magazine spread for an online article. I chose the article “Church Issues Statement on Homelessness” by Aida Tibbits on the BYU-Idaho Scroll website. Here is the link to the actual article: http://byuiscroll.org/church-issues-statement-homelessness/

The Message of the Design

I felt that the article was aimed at members of the Rexburg community who were able to make a difference by donating money, services, or otherwise. I wanted the design involved to portray alertness, but at the same time not be scary or intimidating. With that in mind, I used the color yellow to signify caution. (such as in stoplights, yield signs, etc.) But I tried to keep the overall theme light. Especially since in Rexburg there isn’t a lot of people without homes. I didn’t want the design to scare away people who could help in what ways they could in surrounding areas.

The Cover Page

The Picture

The front page was designed to introduce the topic. With an image of a homeless person sitting in the shadow of a house, and then the beginning of the article. It catches the readers eye. Especially with how the picture is taken. Using the Rule of Thirds, there is a lot of empty space, but the person is still prominent. This is assisted by leading lines that are created in the bricks of the house. The lines slope downward leading our eyes to the man. The text of the title is also used to frame the picture a little bit. Filling in unneeded space and focusing on the subject.

Contrast in the Design

I used contrast to separate the words of the title. They are in close proximity to one another, so we know that they are all part of the title, but I made the word “homelessness” stand out by making it a thicker font, as well as white with a drop shadow, so it pops out. It is one of the first things that attracts your eye, and when you look at it, you instantly know the subject of the article.

I also contrasted the colors used throughout the article. The yellow is contrasted with a cream color so that the yellow doesn’t become too overbearing to the eye.

The Spread

The contrasting aspects used on the cover are continued here in the spread. These colors create unity in the article, as well as the diamond that is utilized in the back of the cover, as the shape for the pull-quote, and at the end of the text. I initially used more of a checkered design with more squares instead of columns. However, with that design, it was hard to follow where the text was going. This layout makes it easy to follow the text down each column.

Typography

The fonts I used in the text were Palatino and Kannada Sangam MN as the body copy and headings respectively. The use of Palatino was mostly for readability, and the article would be easier to follow. I used Kannada Sangam MN for the headings because it not only contrasted with the body copy well, but I also liked how stark it was, with no serifs or transitions in stroke width. I felt it was subtly compatible with the message of awareness I was using. The headings were bigger to clearly show the change in the article

Picture on Spread

I used this picture because I felt it not only left the article with a more hopeful tone, but it also contrasted with the first image of hopelessness. I also thought that it represented ideas of what readers could do in addition to ideas conveyed in the text.

Wrapping Up

This project helped me learn some of the nuances of using Adobe InDesign and gave me experience in using it for real-world scenarios. It solidified deeper the principles of design (Contrast, Proximity, Alignment, Repetition.) It also helped me learn how to take and use my own pictures for designs.

My Photos

Both of these photos were taken by me and were taken for the purpose of this project.

Taken by Seth Daybell
Taken by Seth Daybell

Controlling Our Focus (or Along Those Lines)

This is another reverse-engineering post. This time I am going to be going over the rule of thirds, leading lines, and depth of field in photography. I have some examples from different photographers, and then I have some of my own pictures illustrating the same principles.

The Rule of Thirds

Picture by Shutterstock

The rule of thirds is used to line up subjects in an image to make them more aesthetically pleasing. Imagine a grid that splits the image into nine boxes. At the corners of those boxes is the prime place to line up subjects in a picture. Having lines in the picture (such as the horizon) line up with the edges of the boxes also is pleasing to the eye.

We can see in this picture how the Eiffel tower not only lines up vertically but horizontally as well along the bottom. This makes the image pleasing to look at. The trees and other buildings are located in the bottom third of the picture, which is also nice.

This is a picture I took in my backyard of our chickens. The picture looks nice, but there is a reason.

You’ll notice that both the chicken in the front and the chicken in the upper right are lined up using the rule of thirds. All of the other chickens are also in the top third of the picture. This organizes the picture, and it looks neat.

Leading Lines

Picture by Mickisha Caye

When we are talking about leading lines, we are talking about lines in a photo that guide our eye through the picture. Usually, it is to the point of interest, but other times it is used just to lead our eyes through the photo.

This picture is a clear example of what we are talking about. All of the lines in the shot move into a central spot of the leaf. Even the stem leads to the same place. Our eyes may start out at the far edges because they are brighter, but our eyes naturally follow the lines down to the stem.

Here is a picture I took of my backyard. Where do your eyes go?

I made this picture a little bigger so you can see a bit more clearly. Our eyes end up on the bucket because we have lines from the edge of the driveway, the beaten down grass, the garage door, the roof in the upper left, even the branch of the tree to an extent, pointing towards the bucket.

Depth of Field

Picture by Thomas Shahan

The Depth of Field is used to aim our focus as well, but not in the same way as leading lines. As shown in this photo of a bug, depth of field is used to blur the background so that we are drawn to a particular point.

This picture is heavily blurred in the background. Even the plant and part of the bug’s body are blurry, but it leads to the high contrast in the bug’s head that makes this picture so engaging and exciting to look at.

Here is a picture that I took to represent the principle of depth of field. It is my family’s globe in front of a bookshelf.

As you can see, the globe in the front is completely in focus. We can quickly read the different cities that are located on the globe. The books in the background, however, are blurred out that we can’t read their titles. This makes it so although the bookshelf is in the picture, our focus is drawn to the globe in the foreground. Giving a feeling of depth to our picture even though it is flat.

Conclusion

As shown, by using the rule of thirds, leading lines, and depth of field we can see that ordinary photos can be organized in a way that is aesthetically pleasing to look at. By lining up subjects in a way that our eyes are drawn to them, and then controlling the depth of field to focus on what is important, our pictures will be more interesting.

Looking at the Typography on an Advertisement for Photography

Designed by The 5th Color Designs

For this post, I am reviewing some of the different typographical choices for this Photography advertisement design, and why I feel that they work well together.

Typefaces

There were two types of typefaces used in this design. We have the one indicated by the blue arrow that is more of a script typeface. Indicated by the cursive format, slant, and fluidity of the letters. The other typeface, indicated by the yellow arrow, is more of a sans serif. This is because it has even weight throughout the lettering, and it doesn’t have any.

The other typeface, indicated by the yellow arrow, is more of a sans serif. This is because it has even weight throughout the lettering, and it doesn’t have any serifs.

Other Contrasts

Slant

One of the other contrasts used to distinguish the two typefaces is the slants used. The upper type primarily leans left, while the lower type is roman, or upright.

Size

The size of the two typefaces is clearly different. It makes it clear that although they are related by proximity, they are different.

Capital Letters vs. Lowercase

There is also a difference between the typefaces because the upper typeface, underlined in blue, is a mix of Capital and lowercase letters. While the lower typeface, underlined in yellow, is entirely capitalized.

Conclusion

By considering all of these differences, we can see the contrast used to separate these two typefaces. Because of their differences, however, they ultimately complement each other to give the design a complete look. Making an overall clean picture.

 

Reverse Engineering of an Advertisment

Calgary Food Bank Advertisement
Ad created by Calgary Food Bank

This is an image I am using for the purpose of showing contrast, repetition, alignment, proximity, and color. It is part of a line of advertisements that the Calgary Food Bank put out.

Contrast

In this advertisement, we can see contrast not only in the size of the letters, but the font which they artist chose to use. In the upper circle, we can even see differences in the sizing if the words to catch attention.

Repetition

The repetition used for this advertisement wasn’t very evident in this ad. It becomes more apparent as you look at the other ads put out in the same campaign. In this ad, the corn is being opened like a can of anchovies might, and in other ads that went with this one other fruit were opened like cans and other non-fresh foods. In each of the ads, they used the same colors, idea, and fonts.

Alignment

The alignment of the words is evident in this ad. They are straight with each other, giving a clean look.

Proximity

It was easy to tell where the different parts of this post were. In the upper area we had the advertisement, then in the lower left, we had the information of where we could go for more details. Then we had the logo in the bottom right corner. It was spaced out enough to make the different areas clear.

Color

Most of this ad followed a brown color scheme, but it contrasts nicely with the corn to make our eyes draw to it.

Overall Effect

From all of the different aspects of this ad I discussed, we can see that it is a rather clean, neat, and useful advertisement.