Part 2 Exercise Too Much Or Not Enough Information [Level 1, Unit 1]

Brief : 2 posters need to be created about any local event / sale / concert / play / an exhibition / sports competition, etc. First poster needs to be full of details, lot of description about the event. Second poster should have bare minimum information. After having feedback & critique, a poster containing best of the both posters is required to be created.

Keywords : two, posters, local, event, sale, concert, play, exhibition, sports, competition, full, details, lot, description, minimum, information, feedback, critique.

Occam’s Razor : It is a principle set by William of Occam. It states that any elements not really needed should be paired back to its simplest form possible. It’s not necessary to use two things when only one of it will serve the purpose. One of the objective of critique is working out what works and what doesn’t. It is a process of working out what is essential and what is surplus to the requirements in the design. Pairing down the design to the essentials by getting rid of unnecessary ornamentation and additional elements will help to clarify what is being communicated through the design. The process doesn’t make the design minimal but to keep only what is necessary and important for the design.

Obvious and Radical Solution : I had designed an ad and a brochure for a funfair cum shopping festival at our town held every year. I’m using the same information for these posters.

I have created some rough sketches for the posters –

Poster 1 (Size A3) (with maximum information) :


Poster 2 (Size A3) (with bare minimum information) :


Critique :

Poster 1 looks too much gaudy and full of information. The extravagant use of many colours, many photographs and objects, illustrations makes it extremely difficult to read and comprehend. Lot of text in the design layout makes the vision of a viewer scatter throughput than being able to concentrate on the information provided in the design. It overall fails to appeal.

Poster 2 contains very less text and conveys the information in extremely brief way. It proves to be inadequate. Lack of illustrations or photographs makes it difficult to catch the attention of the viewers. The limited colour palette is applied.

Poster 3 (Size A3) (with best of both) :

Poster 3 contains adequate information and is a perfect balance of illustrations and text. The text is well balanced in alignment and also, the colour palette is attractive yet not gaudy. 

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Part 2 Exercise Point of Sale Display [Level 1, Unit 1]

Brief : it is asked to create 2 attractive designs for display in the window at a local green grocery shop, for fruits & vegetables in the shop. The actual size will be twice the measurement of A1 [841 x 594 mm], that is 1682 x 1188 mm in landscape orientation. Use of visuals [photographs, illustrations] & necessary words is to be included in the design. For each design, it is allowed to design as individual designs or dissected or partly sliced sections, or create a group of several pieces.

Keywords : Local, green grocer, Point of Sale, display, fruits, vegetables, window, shop, photographs, illustration, words, visual, attractive.

Reference : For the better understanding of this exercise, I had studied some designs by other previous student artists –

  1. http://learninglogjb.blogspot.in/2013/05/part-two-problem-solving-exercises.html
  2. https://rickymooreoca.wordpress.com/2014/01/14/exercise-point-of-sale-display-continued-2/
  3. https://rickymooreoca.wordpress.com/2014/01/14/exercise-point-of-sale-display-3/​
  4. https://jaimecrehangraphicdesign.wordpress.com/category/coursework/part-2/exercise-5-point-of-sale-display/

Mood boards : I had searched for some photographs & illustrations in my reference-collection folder on my computer & also through Google & other websites providing for free photographs & illustrations. I have created some mood boards to facilitate the process of radical solution.

Photos / Illustrations 

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] mood board 1

Colours –

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] mood board 2

There was a need to symbolise the attractiveness, freshness, and edible taste of fruits and vegetables which could be only represented through the warm colour scheme paired with less significant yet cool colours, along with minor use of black and white colours.

Words / Body Text : While designing such display layouts, it’s very important to note that only few remarkable words in bold type are used to attract the attention of the passers-by, customers or shoppers. Otherwise, it may be neglected, ignored or remain unnoticed. Too much text should be absolutely avoided. Only important message should be conveyed through the minimum text.

So, I have written only ‘10% off’ and ‘Fresh Fruits’ & ‘Fresh Veggies’ as body text in the layout of the designs.

For ‘10% off’, I have used the display font ‘Berlin Sans FB Demi’ which is Sans Serif and Bold.

For the word ‘Fresh’ in both layouts, I have used a script font ‘Ballpark’. Also, I have drawn a wave shape to create the underline.

For the words ‘Fruits’ and ‘Veggies’, I simply drew some sketches with pen on paper and created vectors of similar shapes created by digital sketching, using software CorelDRAW.

I have maintained simple, uniform design throughout both layouts, to maintain consistency and attractiveness by colours, shapes, fonts, similarities in images, text objects.

Softwares used : I have created the layouts of the designs and mockups in CorelDRAW.

Designs for Display :

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] image 1

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] image 2

Mock-ups :

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] mock up 1

 

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] mock up 2

 

Part 2 Exercise 'Point Of Sale Display' [level 1, Unit 1] mock up 3

Critique : Use of limited palette of warm colours paired with less text in bold type  placed strategically along with only 1 photograph in each design catches the attention of passers-by, shoppers & customers. It is legible even from distance. But, there’s always a scope for improvement in design.

 

Part 2 Research Point [Level 1, Unit 1]

I have been working as a freelance graphic designer and artist since 2011, Previously , I have completed B.A. {English, History] from Mumbai University in 2006 & later, Diploma in DTP (DeskTop Publishing) by correspondence in 2009 as well as learned graphic design by self-study from 2001. I use following softwares :

Vector Graphics / Illustration : I have used CorelDRAW 7, 8, 11, 13 (X3), 14 (X4), 15 (X5), 16 (X6), 17 (X7) & currently 18 (X8) for vector graphics & illustration. My graphics won 5th prize & 4th prize in ‘Corel Asia Pacific Digital Art Contest’ in 2010 & 2011-12, 3rd prize in ‘CorelDRAW International Design Contest’ in 2011 (all competitions & contests were held by Corel Corporation (Canada) & Corel Asia-Pacific (Taiwan). The prizes included free versions of CorelDRAW X5, Corel Painter 4 & Corel Painter 12, Corel WordPerfect Office Suite, etc. CorelDRAW Graphics Suite has been my all-time favourite software which is extremely flexible & innovative.

I’m learning Adobe Illustrator too. I also use Android app versions of Adobe, for example Adobe Draw.

My prize softwares :

certificatecorel certificateDSC_0082DSC09318

 

Image Editing & Manupulation : I use Corel PHOTOPAINT (which is a part of CorelDRAW Graphics Suite), Corel PaintShop Pro & Adobe Photoshop.

DeskTop Publishing : I previously used Microsoft Office Suite. But, now I use the Corel WordPerfect Office Suite, a perfect alternative to it, won in the prize. It has softwares like Corel Presentations (an alternative to Microsoft PowerPoint), Corel WordPerfect (an alternative to Microsoft Word), etc.

 

 

Part 2 Research Point [Level 1, Unit 1]

I have studied graphic design basically for more than four years, by self study and also by correspondence for Diploma in DTP (Desktop Publishing) through a private institution. During that period, I had to self study and critically assess the designs I had created. During that time, I was amateur more than now. But, self criticism helped me a lot to improve as there was literally nobody to guide.

I seek critique from my father who is actually a businessman, an industrialist by profession but loves art and has good aesthetic sense, with knowledge of perspective through experience. He loves sketching but can’t pursue it due to his busy schedule. He always guides me well whenever I’m sketching and rendering graphics, designing for commercial projects. He provides honest, alienated critique. He guides me, if I’m confused about the appearance of the final result of graphic or design or painting or I discuss with him to find out whether any information is to be included or omitted. This helps me to create the design with precision and perfection, suitable for the need of the clients too and for my own personal projects. 

I also seek guidance and critique from the official CorelDRAW Masters and Artists like Joseph Diaz, Ariel Garaza Díaz, Roger Wambolt, Richard Reilly, Samuel Leon, Anand Dixit, Pratik Shah, Anastasiia Kucherenko, David Millisock, Adrian Juman, Kürşad Çakır, Dmitri Demidenko, (late) Silvio Gomes, etc. They have been my mentor and senior artist friends from official CorelDRAW Community (http://community.coreldraw.com) since I had started for studying graphics. They always provide critique and also an encouragement to improve. 

Creative Critique is productive and helps to improve than spreading pessimistic mental pressure on the minds of creative artists.

Part 2 Exercise : Visualizing Your Ideas [Level 1, Unit 1]

Brief : Working with a sheet of A4 paper or larger and ignoring the actual words and subheadings, explore the different formats for leaflets that are possible by folding. Consider and experiment with options for final size and types of paper as part of your visualization. It is required to design a leaflet for an organization, inviting people to volunteer for a task. The words & information is not much important but variety of folds are expected.

Reference : For a better understanding of this exercise, I have studied some similar work done by other students –

  1. https://jaimecrehangraphicdesign.wordpress.com/category/coursework/part-2/exercise-3-visualising-your-ideas/
  2. http://learninglogjb.blogspot.in/2013/05/part-two-problem-solving-exercises.html

Solution : I have tried some folds of leaflets on A4 sized paper, for an organization inviting the people to volunteer for a task of building a community garden –

(1) Tri fold, dual sided leaflet – 

 

(2) Double fold, triangular leaflet – 

(3) Assymetrical folds, dual sided triangular leaflet – 

The last example of leaflet seemed to be intriguing and interesting to try practically. Hence, I have designed it in CorelDRAW and printed it on A4 paper –

Prototype : (by default, the printer ‘Brother DCP T300 All-in-one’ set up the design as shrunken to fit the printable area of the paper, hence the printed design has white border around it. Otherwise, it can be also set as in the document, completely spread till the borders). 

Keeping the font ‘Berlin Sans B Demi’ uniform throughout, tried to achieve the intention of attractiveness of the leaflet by unique folds & alternate colours that represent the greenery.

Part 2 Exercise : Book Cover Design [Level 1, Unit 1]

Brief :

Challenge is to create stunning & contemporary cover designs for three of the paperback books that can work together as a set, written by most acclaimed authors of 20th century, HG Wells. He is known for science fiction & social novels, covering the topics such as mid-life crisis, class, feminism, materialism, consumerism & love. The cover designs must include the title, author’s name, publisher’s name/ logo/ trademark, barcode / price, etc.

Research :

I love to read various novels, fictions, nonfictions, etc.  & have studied English language along with History as a major subject during graduation of Arts, from Mumbai University. So, I’m interested in English as a language & History. I always prefer to accomplish something extra-ordinary than following the same route. So, even though being fascinated by the temptation of creating cover designs for ‘The Time Machine’ & some other most famous books by HG Wells, I have tried to tread a different route: to create designs for his three books which are actually compilations of his writings. The three books I have selected are actually individual books but can work together as a set surely as per their themes. For this purpose, I carried out primary research about HG Wells & his writings with the help of Wikipedia & Google as my sources of authentic information.

About HG Wells :

https://en.m.wikipedia.org/wiki/H._G._Wells?wprov=sfla1

I found the names of almost fifty one of his books (novels, fiction, non fiction, compilations, etc. literary works) as follows: 

  1. The Time Machine
  2. The Wonderful Visit
  3. The Stolen Bacillus & Other Incidents
  4. The Red Room
  5. The Sea Raiders
  6. The Island Of Doctor Moreau
  7. The Wheels of Chance
  8. The Crystal Egg
  9. The War Of The Worlds
  10. The Plattner Story & Others
  11. A Story Of The Days To Come
  12. The Sleeper Awakes
  13. Love & Mr. Lewisham
  14. Tales Of Space & Time
  15. A Modern Utopia
  16. The First Man In The Moon
  17. The Anticipations Of The Reaction Of Mechanical & Scientific Progress Upon The Human Life & Thought
  18. The Discovery Of The Future
  19. The Sea Lady
  20. Man In The Making
  21. The Country Of The Blind
  22. The Food Of The Gods & How It Came To Earth
  23. Kipps: The Story Of A Simple Soul
  24. In The Days Of The Comet
  25. The War In The Air
  26. Tono-Bungay
  27. Ann Veronica
  28. The History Of Mr. Polly
  29. The New Machiavelli
  30. The Floor Games
  31. The country Of The Blind & Other Stories
  32. Little Wars
  33. The World Set Free
  34. The Wife Sir Isaac Harman
  35. The Research Magnificent
  36. Mr. Brittling Sees It Through
  37. God The Invisible King
  38. The Soul Of The Bishop
  39. Joan & Peter
  40. The Outline Of The History
  41. A Short History Of The World
  42. Men Like Gods
  43. Mr. Blettsworthy on Rampole Island
  44. The Science Of Life
  45. The Shape Of The Things To Come
  46. Experiment in Autobiography
  47. The Croquet Player
  48. Star Begotten
  49. World Brain
  50. The New World Order
  51. The Mind At The End Of Its Tether

Among the above list, I found that many others must have created covered for the fictions only to create the set of designs, for example:

  1. https://jaimecrehangraphicdesign.wordpress.com/category/coursework/part-2/exercise-2-book-cover-design/
  2. http://learninglogjb.blogspot.in/2013/05/part-two-problem-solving-exercises.html
  3. https://rickymooreoca.wordpress.com/2013/03/17/exercise-book-cover-design/

So, I decided to create cover designs for the books which aren’t actually novels but compilations of writings by HG Wells, which can be a set:

  1. The Outline Of The History
  2. A Short History Of The World
  3. The New World Order

 The information about these three books (Source: Wikipedia) – 

The Outline Of The History :

The Outline of History, subtitled either “The Whole Story of Man” or “Being a Plain History of Life and Mankind“, is a work by H. G. Wells that first appeared in an illustrated version of 24 fortnightly installments beginning on 22 November 1919 and was published as a single volume in 1920. It sold more than two million copies, was translated into many languages, and had a considerable impact on the teaching of history in institutions of higher education. Wells modelled the Outline on the Encyclopédie of Denis DiderotMany revised versions were produced during Wells’s lifetime, and the author kept notes on factual corrections he received from around the world. The last revision in his lifetime was published in 1937. The themes explored in the book were history as a quest for a common purpose, recurrent conquest of civilisation by the nomads, development of free intelligence, rejection of racial and cultural superiority, criticism of potential world unifiers, while omitting and neglecting the aspects of world history like ancient Greek philosophy, Roman law, etc. There were allegations of plagiarism about this book but were unproven. This book inspired art, culture, literature and reflected in socio-political life in general.

Keywords : outline, history, whole, story, life, mankind, illustrated, version, fortnightly, installments, single volume, 2 million copies, translated, languages, impact, teaching, higher education, institutions, revised versions, factual, corrections, themes, quest, common, purpose, recurrent, conquest, civilization, nomads, development, free, intelligence, rejection, racial, cultural, superiority, criticism, potential, world unifiers, omitting, neglecting, ancient, Greek philosophy, Roman law, inspired, art, culture, literature, socio-political.

Some book covers designed by designers & publishers previously for this book :

51jgH2qw1UL._SY344_BO1,204,203,200_

61ajrUX7j+L._SX369_BO1,204,203,200_

740full-the-outline-of-history--the-whole-story-of-man,-volume-one-cover

b571eaeb-2d46-46d6-be4f-6fef90f3130c

A Short History Of The World :

A Short History of the World is a period-piece non-fictional historic work by H. G. Wells first published by Cassell & Co, Ltd Publishing in 1922. It was first published in Penguin Books in 1936. It was republished under Penguin Classicsin 2006. The book was largely inspired by Wells’s earlier 1919 work The Outline of HistoryThe book is 344 pages in total, summarising the scientific knowledge of the time regarding the history of Earth and life. It starts with its origins, goes on to explain the development of the Earth and life on Earth, reaching primitive thought and the development of humankind from the Cradle of Civilisation. The book ends with the outcome of the First World War, the Russian famine of 1921, and the League of Nations in 1922.

Keywords : short, history, world, non-fictional, inspired, summarizing, scientific, knowledge, time, earth, life, origins, development, primitive, thought, humankind, cradle, civilization, outcome, First World War, Russian famine, League of Nations.

Some book covers designed by designers & publishers previously for this book :

1422968

md4249455818

A_Short_History_of_the_World_(H_G__Wells)

51qGMuO6UtL

The New World Order :

The New World Order is a book written by H. G. Wells, originally published in January 1940. Wells expressed the idea that a ‘new world order‘ should be formed to unite the nations of the world in order to bring peace and end war.The New World Order also advocates a legal system that would protect the Rights of Man It was republished in 2007 under ISBN 1-59986-727-3.

Keywords : new, world, order, idea, unite, nations, peace, end, war, advocates, legal, system, protect, rights, man.

Some book covers designed by designers & publishers previously :

antique-1940-1st-american-edition-hg-wells-scocialism-the-new-world-order-fa0588708e720df120bfc96f7c444aec (1)

41A9XG4L9vL._SY344_BO1,204,203,200_

41ZGVyQ71bL._SX322_BO1,204,203,200_

Mind mapping based on brief, research, keywords and radical solutions :

As I already work as a freelance graphic designer, I’m used to design for various purposes, for example book cover design as well. But, just to make sure about following the guidelines & standards on an International level, I studied a blog-post:

https://99designs.com/designer-resource-center/designing-book-covers

Reference book covers (Source: 99designs.com) :

book cover reference 1

book cover reference 2

Obvious & Radical Solutions :

Initially, I have drawn rough sketches for the three books as follows, using paper & pen:

Image (2)

Image (3)

Image (4)

 

I undertook a search for free photographs & images using Google & some other websites offering wallpaper & images, required for designing the covers. Some of them are:

Font Choice : For the purpose of conveying an authenticity of the information provided in the books regarding history & order, I thought of writing the book titles in uppercase only & not as lowercases except initials of each word. For reflecting the authenticity, I gave preference to fonts which are bold & having serifs, slab serifs as well as some sans serifs which reflect authenticity, trustworthiness & remain impactful, for example :

  1. Adobe Garamond Pro Bold
  2. Aharoni
  3. Academy Engraved LET
  4. Adobe Arabic
  5. AakrutiMar_BVijay
  6. Algerian
  7. Aparajita
  8. Arial Black
  9. Ano Pro
  10. Bell Gothic Std Black
  11. Bevan
  12. Britannic Bold
  13. Callisto MT
  14. Cambria

I have finalized Cambria font for book title & name of the author while Traditional Arabic’ for the body text on back cover for all three designs.

HG Wells fonts

Publication Firm Logo : I have also found ‘Penguin’ logo in vector form of the publication.

Softwares Used : As I’m fluent in using CorelDRAW as my main vector software, I have used it to design the main cover design, along with the photo-editing software like Corel PHOTOPAINT.

Tools Used : Shape tool, Rectangle tool, Ellipse tool, Text Tool, Transparency Tool,

Size : Front & Back cover (14 x 21.5 cm) & Spine (2.5 x 21.5 cm).

Final Three Designs :

HGW book cover 1

HGW book cover 2

HGW book cover 3

Prototype : I have printed the designs on a simple paper & pasted the designs on the book whose measurements I have used for designs. The book has almost 300 pages.

The Outline Of The History :

A Short History Of The World :

The New World Order :

 

Part 2 Research Point [Level 1, Unit 1]

As part of research in the coursework, it’s necessary to share the ‘swipe files’ collected by the student & to explain what they understood by the juxtaposition of images, illustration, typeface & text in the layout. A swipe file is a design artwork created by some other digital artist for a magazine / newspaper, etc. & collected by the student or even by a working  for the reference. Such files give a resource to re-ignite the creativity during creative block period which is a phase that occurs sometimes in the life of creative designers & artists. It also proves helpful for reference. It’s not for copying, it proves as how a creative solution can be reached at, to a design problem.

As I already work as a freelance graphic designer & artist since last 6 years almost, I have a habit of collecting such swipe files, since learner phase. I always believe that any creative artist & designer is always a learner throughout the life by observation & keen study. The process of learning never stops. It helps to stay creative & to avoid such creative blocks.

So far, as I’m interested in illustration & type-design more than photo-manipulation, photo-editing & photo-montage, my collection of swipe files contains advertises made up of illustration mainly, collected from a nationwide, well-known English newspaper ‘The Times Of India’ & some other regional newspapers in my mother-tongue language Marathi. Hence, for the purpose of research in this coursework, I’m sharing some selected ones scanned from among them as follows:

1. Advertise of a literary festival (Size 16 x 24 cm) :

This advertisement is for a literary festival held at Kolkata (West Bengal, India). It is made up of beautiful illustrations of books and also presents them as symbols of Bengali background of literature since historic period. The cultural background of Bengal has always been influenced by all types of arts, literature and culinary art. The staple food has been fish there. The symbol of the elephant is also seen in the back layer of the illustration. The red colour symbolises vibrance of Bengali culture. The illustration appears like a doodle. The lines are flowing and the flat colouring technique has been applied to create shades. The simple font has made it very easy to read. The tabular form of text has been balanced with the overall illustration in the layout. The caption of the advertisement is written with the font that is stylised to suit any festival or event title.

2. Advertise for a Government initiative (Size 31 x 20 cm) :

030

This advertisement is to promote the government initiative for inviting businessmen to establish and develop various businesses in the certain state Maharashtra in India. The initiative is named as ‘Make in India’. Its logo is a silhouette of lion created from the gears of the machines, symbolising businesses. It is placed on the left bottom part of the layout. Apart from the photographs of the chief minister and another along with some businesswoman promoting automobile industry. The font choice is attractive yet simple to be legible. The illustration represents the famous Warli art, a traditional folk art. The illustration symbolically presents everything using simple forms, shapes and only one colour white on dark maroon brown colour, as originally this type of art is drawn with rice-powder paste on the thatched walls (covered with mud) of huts of the artists. The illustration is covering everything that has been depicted: ‘The Gateway of India’ (monument in Mumbai, capital of Maharashtra), the DNA Chain, microscope and the science appartus for representing science and technology, the handlooms showing textile industry, cars for automobile industry, etc. The flat colour scheme is apt.

3. Advertise of a quiz for financial professionals (Size 11.5 x 17.5 cm) :

008

The advertisement is an invitation for willing participants for a quiz competition. As it is for the professionals in finance, the illustration serves well to create the corporate feel throughout the advertisement. The symbols of maths and finance (for ex. Symbols of various currencies like dollar, rupees, pounds, pie chart, bar chart, calculator, division, multiplication, piggy banks, coins, graph arrow, etc.) are used in the illustration to create the look of infographic. The silhouette of hands shaking is purposefully created to enhance the intention behind the advertisement: to make the different finance professionals meet and interact with each other and to share their knowledge through the quiz. A simple, limited colour palette of yellow and black with small amounts of white, blue, marroon and orange is applied to keep it minimalistic and corporate. Fonts are limited and perfectly placed, making it easy to read and comprehend. The square appearance of the overall caption ‘Financial Mastermind’ is reflecting the corporate atmosphere. Centre alignment is applied throughout the layout.

4. Advertise for one of the top-notch air-travel companies, Air India (Size 16 x 22 cm) :

003

The advertisement is to announce the lucky draw scheme for the passengers on the occasion of Children’s Day. In India, 14th November is celebrated as Children’s Day every year. The simple yet attractive style is applied throughout the layout, not only for text but also for illustration. The simple font choice is making it very legible. The scheme or offer is lucratively presented through perfect combination of illustration and text style. The use of slanted script font for the words Children’s Day makes it easier to focus on the main and important content of the text. The illustrations of happy children are created as doodles. The illustration of a man with a moustache, wearing a suit, is actually the modern form of the traditional form of mascot of Air India company. The mascot is named as ‘Maharaja’ (meaning: king) by Air India is presented in different attires as per occasions. Previously, it was shown only wearing traditional dresses of Indian kings of modern era, nearly by the period of British rule in India. The use of only one photograph of aeroplane keeps it simple. Use of pale colours make it different in overall style.

5. Advertise for a housing society with a play-area for children (Size 33 x 22 cm) :

006

The advertisement is about a housing society with a play-area for children. It focuses on the play-area for children as an important aspect, rather than the other amenities provided by the housing society. These days, as open spaces are very rare in highly populated cities, children get very rarely open areas for outdoor playing, biking, etc. Even their parents are usually busy in work and can’t spend more time with their children, keeping pending many things to do with their children. Meanwhile, children grow up and then, only the regret remains behind in a little corner of mind giving them the guilt. This sentiment is captured through the illustration that makes the most part of the layout covered. Emphasis isn’t given on the text much. Font is used old style Gothic for name and sans serif for other text. The colour scheme is warm one, comprising of hues of red, orange, yellow and brown with small amounts of blue and green for balance. The illustration looks like embossed.

6. Advertise for a regional housing society with various amenities & energetic, yet peaceful ambience (Size 15 x 19 cm) :

012

The advertisement focuses on the depiction of the amenities of the housing society and energetic, yet peaceful ambience with a Balinese theme used while building it. Everything is elaborated through the illustration rather than using photographs, throughout the layout. The illustration is flat, yet very vivid use of warm colours makes it vibrant in appearance. It catches the attention of the viewer. Simple, serif fonts and placement of logo in corner makes it very balanced throughout the layout.

7. Advertise for a famous car manufacturing company, Skoda (Size 28 x 22 cm) :

005

The advertisement for famous car manufacturer company Skoda is totally different from their previous ones. It is for the limited edition model of the car. In this layout, the use of flat illustrations is seen majorly to highlight the facilities provided in the car, in the form of ingographics. The limited monotonous colour scheme of brown is used throughout. But, it doesn’t render the layout dull in appearance, instead making it appealing to the potential buyers. The bold type and font highlights the important aspects. Overall, the design is different than usual car advertisements so far, due to the use of illustration in the form of infographics.

8. Advertise for a girl soccer league (Size 25 x 16 cm) :

021

The advertisement is for promotion of the soccer league of girls. The design focuses on highlighting the important social issues like gender bias, meted out towards girls even now in the small towns and rural areas as well as in cities sometimes. Girls aren’t yet much encouraged to play games like soccer and given differential treatment. The game is supposed to be part of male bastion, underestimating the talent of girls. This makes many upcoming athletes lose their confidence and lack the support, even by their families. Here, the league presents a game played by various teams of girls but unitedly against the conventions. The illustration in the layout perfectly highlights the ferocious spirit among the girls to fight against the differentiation and to be triumphant against it. Even the supporters are going to be given prizes. The use of grey colour shades along with light blue and warm colours like red, orange, yellow, etc. makes it appear perfectly suitable for a sports competition, as intended. The font choice is apt for a sports competition, with its dark blue colour.

9. Advertise for sports news program (Size 16 x 25 cm) :

009

The advertisement is intended to promote the soon-to-be launched sports news show ‘Sportsnight’. The use of black as main colour for background makes it look stunning and it stands out from the rest of the advertisements on the same page of the newspaper, catching the attention of the viewers, not just sports-lovers but also to those who aren’t much interested in sports. Thus, the intention of the design becomes successful halfway through itself. The distinct yet simple style of illustration through symbolic represention of various sports makes the overall design appear different and attractive. The symbols of sports in square forms are presented similar to the neon signs on the black background, making them look easy to understand as well. The arrangement of symbols is striking. The font is suitable for depicting the sports. The colour white is used for almost all the text. The name of the programme ‘Sportsnight’ is coloured with gradient making it appear glossy and glamorous.

10. Advertise for an unusual, unconventional purpose of creating an art-installation as a part of respect for the world-famous Sportsman Sachin Tendulkar (Size 16 x 25 cm):

004

Advertisement is for calling up cricket bats with messages from the fans of famous cricketer Sachin Tendulkar , to be used for creating an art installation to be displayed on the occasion of his retirement. The rough concept of the art-installation is presented using the black and white illustration through the layout of advertisement. The font choice is simple yet effective: serif combined with sans serif along with the caption of the advertisement in grunge, uppercase font in red colour. It catches attention towards the intention of the advertisement.

11. Advertise for an initiative to promote Indian music by an upcoming music CD company (Size 14 x 19 cm) :

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The advertisement is for an upcoming music CD company. The advertisement beautifully manifests illustration for the purpose of presenting the Indian culture and art. Illustration is combined with colour scheme of grey and vibrant warm colours with flat fill. No gradients are applied. The sans serif font in uppercase is paired with script font in lowercase for effectiveness and to attract the viewers, it is applied with only one colour: red. The body text is in lower case and in black colour.

12. Advertise for an international beach festival (Size 7 x 10 cm):

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The advertisement is simple yet very different due to the use of illustration. The illustration of comprises of symbols drawn as line art to depict the beach festival & the name of the festival written in a fancy way. It makes it easier to use, print & present it on any medium. The use of this illustration serves as its logo too. Only two colours blue & yellow are applied for text and the text overall. The text is written in uppercase & the font is sans serif.

13. Advertisement for birth-centenary of a compassionate visionary & social worker Dosabai (Size 21 x 29.5 cm):

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The advertisement uses illustration to depict the importance of the work by the compassionate visionary social worker Dosabai during the Second World War. The illustration I created with only one colour: Magenta & placed in the centre of the layout, using text warp feature. The font is simple, sans serif & very legible. The multi-coloured logo of the company Godrej is placed in right bottom corner.

14. Advertisement for an electronic appliance (Oven) (Size 10 x 10 cm): 

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The advertisement for an electronic appliance (Oven) is using a combination of illustrations, photograph & text together. The illustration is simple, appears like a doodle, using flat colours. It makes it obvious that the oven is very user-friendly that anyone of various age-groups in family can use it to bake & prepare many dishes, altogether creatively. The font is simple, legible & sans serif. Logo is simple one, with bold slab serif font in uppercase used & is placed at the right bottom corner.

15. Advertisement for a famous dairy products company, Amul (Size 33 x 52 cm):

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The advertisement is a full-page advertisement & it pays a tribute to the visionary, Verghese Kurian who founded the largest dairy co-operative brand ‘Amul’ that not only gave the milkmen & farmers the justice to their milk products but also made India efficient in dairy products & milk, thus creating a social change overall, from grass-root level or radical level. It was named as White Revolution, extending from rural to urban level. 26th November is observed as National Milk day on his birth anniversary. The illustrations are created beautifully with water-colours, vivid & reflect the journey of the movement from beginning to now. The placement of illustrations is subtle to the body text which is written in serif font, with little sentences. The leading is sufficient to make it appear legible than making it appear as huge blocks of text or making it appear boring to read. Use of glass of milk symbolically in the logo is attractive & uses negative space to create the illusion of ‘i’ in the word ‘Milk’.

16. Advertisement for an online commercial app to facilitate the sell & buy of any goods (Size 33 x 52 cm):

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The advertisement is a full-page advertisement & uses illustration mainly to convey how easier it is to sell & buy anything through the online commercial app Quikr, whose logo is bit changed now. The illustration is simple, appears like doodle, with the text written directly than using speech bubbles. The illustrations are in sequences. The catch-line ‘Aasan hai badalna’ means it is easier to change in Hindi, the national language of India. New logo looks corporate with the colours blue & green than the previous one which appears casual one, similar to illustration than a logo.

17. Advertisement series for a hi-tech residential complex with modern facilities & amenities for the residents (33 x 52 cm):

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These are series of advertisements printed in the newspaper on consecutive days. These advertisements convey a hi-tech residential complex with modern facilities and amenities for the residents. The advertisements have different style of illustrations in green and blue colour on black & olive colored background, making it apear as circuits (made up of lines & dots), with shapes of humans, trees, cars, silhouettes of buildings and skyline. Therefore, there’s a distinct effect on the viewers. The use of photograph is limited tp only one each. Most of the text is in bright white, light green & light blue colour & is arranged in small blocks of text, rather than bulky text, throughout the layout. That makes it stand out attractively. The logo is in white colour only.

18. Advertisement series for an International school (Sizes 16 x 18 cm & 16 x 25 cm):

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Advertisements were printed in series on consecutive days in newspaper. They were created for an internal school which promotes the creativity in children & to support them to achieve their dreams as it believes the real growth is much beyond just imparting knowledge through curriculum & syllabus. It believes in fostering the capabilities of the children. The advertisements comprise of photographs, flat yet colourful illustrations along with less text. The  text is arranged through bulleted paragraph in each layouts of the advertisements. A sans serif font is used for the text. The logo is simple, colourful & placed in right bottom corner. Pale green, pale yellow ochre & lavender coloured background with fountain fill is used for each layout.

19. Advertisement series for a art-and culture festival (Size 16 x 25 cm):

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The advertisement series was printed on consecutive days in newspaper for promoting the art-and-culture festival  They are made up of illustrations mainly, along with the text in handwritten, script fonts which appear similar to cursive letters. The body text is written in simple font that appears like handwritten. The Logo is placed at the right bottom corner in first three advertisements while at left bottom corner in fourth (last of the series). The illustration of fourth (last of the series) is different than first three advertisements. All of the illustrations are wonderfully created from interweaving of various colourful doodle sketches that reflect the beauty of Indian art & culture. The illustrations are very attractively interwoven that viewer’s eyesight moves easily from one to another objects rendered through the sketches. Use of bright colours (combinations of warm & cool colours) make the whole illustrations and the overall advertisements appear unique.

20. Advertisement series for a literary festival (16 x 25 cm):

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Advertisement series were printed on consecutive days in newspaper for the literary festival. The advertisements were made up of black & white illustrations of keyboard & book that are metaphors of literature of modern & traditional way of writing respectively. The illustrations are symbols of the curtailment of the freedom of speech & writing by the current government. Since long, whenever there was need of revolution against the oppressiveness by rulers and governments & to safeguarding of principles & values like humanity, freedom & equality, the writers have played a major role in bringing about the change in society, internationally. The Renaissance is one such example. The chained keyboard & book represent such curtailment & curbing of the freedom of expression of the citizens of India. So, the advertisements focus on this issue. The intention is clearly stated through the illustrations very well along with the body text that is wrapped around the illustrations, using a font that appears like handwritten. The illustrations have been successful in creating the required awareness among the citizens against the rising sentiments of insecurity, intolerance & injustice as well as hatred spread by anti-social elements of the society, promoted by the government.

Conclusion :

Considering all such different and unique styles [for example, flat, doodle, line art or 3D] of illustrations used for the advertisements for various purposes, it can be concluded that illustrations can individually or even when combined with text & photographs, be coloured or black & white, can perfectly convey the sentiments to the viewers. Be it social message or a commercial purpose on a wide range & scale, for which the illustrations in the advertisements are manifested, they make the overall layout attractive. The extensive use of illustrations creatively is seen in Indian advertise design field, including packaging. This marks a revolution that is gradually taking place in Indian design field. Previously, the advertisements comprised mainly photos [manipulated or montaged] more. The creative utilisation and manifestation of illustrations boosts the creativity of the designers. The increasing support of viewers for such illustrations marks the change in taste of viewers.