Out of Context - Design Development

Poster - The main development stage of the poster design saw an experimentation with colour and the layout of the typography. From the initial red and blue design, an orange and blue design was made (1), orange and blue are complimentary colours so they matched a little better, and the orange was a bit less intense than the red. Next, the blue was toned down to a lavender hue and the orange was swapped out for a green (2) this colour combination was a bit less intense however the blue and green combination had quite a natural feel to it which didn’t match the tone of the exhibition. Finally, the lavender colour was paired with the orange (3) which ultimately gave the tone and, and the lavender contrasted the orange much less than the darker blue, giving a slightly more subdued composition. Although these 2 colours are very bright, when interjected with the grey, the design is not too overbearing. The final adjustments to the poster design were laying out the typography; with the title and details both repeated several times, they didn’t have to be legible each time, and actually making some of them illegible, or overlap with a grey section so that they disappeared, added to this idea of subtlety and being ‘esoteric’ which were 2 words in the brief. In particular, the way that third title down on the final poster design his obscured makes the typography look very interesting. 





Flyer - When applying the visual identity that was established with the poster onto the flyer, one of the first ideas was to have the flyer landscape, therefore when this semi-circle pattern was applied, it didn’t feel like it was just a smaller version of the poster, and it worked better on the smaller scale. The final flyer design (4) was created as if it was a cut out section of the poster, however the pattern/colour combination was changed so it didn’t copy the poster. For the back of the flyer, the scale of the information was experimented with, a simple line of small type was tried out (5) but ultimately, seeing as its on a flyer which is already quite small, a design with larger type was opted for (6).





Catalogue - With the catalogue being the same scale as the flyer (A5), a landscape orientation was chosen for it, so that the pattern appeared at the same scale, again, the colours were rearranged so that it was not the same as any of the other patterns in the collateral (7). It felt necessary that the pattern be different every time it appears because then it feels a bit more random and organic, and this multitude of different combinations reflects the multitude of work on display at the exhibition, and the variation. For the editorial design of the inside (8), a 3 column grid was chosen, this matches the 3 column grid used on the poster to arrange the information/body text repetitions. The colours of the visual identity were applied on the inside of the catalogue as well in order to maintain the cohesiveness and consistency of the exhibitions branding. 






Social Media - Because of the thinner taller dimensions of a phone screen, the designs for the social media stories that would advertise this exhibition (9) saw this repeated pattern of semi circles extend up even more. The title of the exhibition on the first design is applied in a similar, random way to the posters, however for the next design which shows the details of the exhibition, they are related on each individual row, utilising this idea of repetition that has been present throughout these designs and ensuring that the information can definitely be read, in the small amount of time that a social media story is on your screen for.



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