My research in to advertising and posters generated for various performing arts and fashion companies showed trend in clean, simple, bold designs. Various shades of grey and ombre effects were widely used to avoid flat blocks of colour.
Reaserch can be found at https://www.pinterest.com/JulesMindPalace/eb-project/
As the brief requested 'Background - Repeat Influenced by late 20th Century Art' I created a Pintrest board for my research which can be found here: https://www.pinterest.com/JulesMindPalace/20th-century-art/
From the artists I researched I identified which would be the most effective in advertising and chose to take inspiration from their work.
The image above is from my initial brain storming session. I think it's obvious that the ideas didn't flow very easily on this topic, however, I did manage to pick out a few elements and words I want to incorporate in to my designs;
Passion, The Arts, Titanic, Innovation, Divides, Revolution and the Landscape.
Damien Hurst
A considerable amount of Hurst's work, including the piece above was created in collaboration with various fashion designers. I believe that it is Hurst's sensitive use of colour and pattern that works so effectively in conjunction with clothing design.
The above piece is an example of Hurst's collidascope-style pieces. The intricacy of layered patterns is what makes this piece so ingruiging, however, it is this same complexity that would make it too busy for advertising.
The polka dot piece is another example of Hurst generating pattern within pattern, however, this time the simplicity of the subject matter creates, a clean, easily readable image which is better suited to advertising than the previous works.
This painting combines warm and cool colours to create a stimulating contrast, splitting the image in to two seperate halves. The use of a simple background and flat colour allows for the subject matter (the butterflies) to stand out - another useful method for advertising.
Roy Lichtenstein
The simple, graphic style of Lichenstein's work differs greatly from that of Hurst, however, the combination of colour blocking, bold text and double meanings makes it an equally valuable marketing style while the outspoken, social context of the paintings above lends it self well to the political and socialist world of fashion
Using primary colours makes Lichenstein's work highly effective on an emotional level. The red used in the image above, while an excellent communicator of the social pressures attached to women, evokes a sense of danger in the viewer, which is the opposite of that I hope to create with my poster.
Frequently used in Lichenstein's work is pointalism, used in newsprints or comic books to create variation in colour, while minimising the cost of inks in printing. This method could be a reference to how the media focus too closely on irrelivant gossip or unimportant details- manipulating the reader or viewer's interpretation. By combining this method with the image of a female, who is frozen seemingly on the edge of expression, Lichenstein may have been commenting on the media's ability to crop reality to fit it's own purpose, thus stifling the truth or greater picture and keeping the public in a state of social suspension.
Of course I could be wrong, but it's interesting to consider the possibility that a simple image could convey such a pertinent politcal statement- something which could set the poster design, and entire 'Evocative Belfast' event aside from mere showcasing of frivolous garments and propel it in to the politcal world, reaching new audiences.
Several designs which instantly caught my eye while conducting my research featured geometric shapes. I think the reason these designs are so visually pleasing is that they are simulatniously simple and complex, drawing the viewer's eye to deeper analysis and understanding.
While the geomtric shapes are something I personally find very appealing, I do not think they would be suitable for this brief as the client has asked for a repeat tile background, which could easily become cluttered and confuse the eye- losing the advertising value.
The samples above demonstraight the clean, graphic style I want to incorporate in to my poster designs. I believe that Belfast is a city which has been plagued by it's dark past, a stigma which no longer accurately represents the bright, metropolitan cultural hot spot it has evolved in to.
In order to present Belfast as a modern, fashionable destination I intent to create a bold, eye-catching poster which would look as though it belongs in hip, Shoreditch or New York creative hubs.
This style could be particularly effective for this project, as the client has asked for several specific elements. By placing the important text within a contrast text box, I can create a bold, busy or patterned background without losing any effectiveness of advertising.
In order to create an original pattern repeat for a background I required some original images to manipulate. Titanic Quarter was the perfect area for photography as it contains several of Belfast's best known landmarks and is still the city's industrial hub.
Both of the images above give a nod to Belfast's maritime and industrial history. While I feel that the funnels would be instantly recognised by any native Northern Irish, they may not be so iconic to visitors to the city, and so i decided against using these photos.
One of the most well recognised moments from the film 'Titanic' is when Jack and Rose are at the bow of the ship with their arms spread like the statue below- the line 'I'm flying!' became synonymous with the film and thus with the tragic story of Titanic and it's links to Belfast. What better way to link the elements of 'Evocative Belfast' than by evoking Rose's freedom and joy as she metaphorically breaks the social chains that are holding her back from life's adventures?
I believe that Belfast can be likened to that moment - it is a city just discovering it's charisma, on the cusp of being liberated from many years of oppressive violence and narrowmindedness. This is the age of Belfast's rebirth and this stature captures it perfectly.
The new Titanic Belfast building was specifically designed to evoke the image a ship's bow breaking through the water. I wanted to capture some of the energy of the building while introducing the simple georaphic shapes previously mentioned and so I took this photograph. The angle and composition suggest a great power, something which is being propelled forward or upwards. Steaming in to a time of freedom and opportunity, as the city of Belfast is currently doing.
This image captures the full interesting sillhoutette of the Titanic Belfast building, which has quickly become isntantly recognisable as part of the city's skyline- it is a perfect shape to use on the poster, if it can be simplified.
I liked the font and rust of this sign outside Titanic Belfast, and may try to incorporate it in to my final poster design.
This was the first background design I developed from my research; I was trying to combine the greu background with some simple geometric shapes, however, I felt it looked very flat.
In order to combat the flatness of the image I added a grye gradient, however, I decided that combining the other images of Titanic Belfast would be too untidy and clash with this composition so i decided not to use it.
I had hoped to include an image of this stute as it perfectly represents the new found libertation that Belfast is experiencing as a city. I pulled my photo in to Photoshop and inverted the colours.
The next step was to alter the contrast and colour balance to enhance the image. I liked the feeling of movement generated by the lines of the building's surface in the background, however, I don't like how the colours turned out after being edited. It was at this point that I realised that creating a pattern tile from this image to fit the brief was going to be particularly difficult and cluttered. I decided to press on and see if incorporating a text box would have the desired effect on the design.
This image shows my first attempt at adding a white text box to the centre of the poster. At this point I decided that this particular image was too busy and the editing too amateurish to use for the project and I decided to move on, though the text box was a success - I plan to utilise it in my final design.
After the first two attempts being too fusy and not meeting the brief of a repeat pattern tile in the style of a 20th century artist. I decided to take my final inspiration from Roy Lichenstein, and use bold, flat colours and simple lines to create my pattern tile, while would be repeated in the style of Hurst's patterned work.
To create the image above I cut out the sillhouette of the Titanic Belfast building and filled it with a salmon pink colour, which would contrast with the grey I had previously decided on using as the base.
To add a little extra depth and detail to the pattern tile I inserted an inlay of the original image in to each section, as shown above.
I then instered the text box. This allowed the imagery of the Titanic Belfast building to show more effectively, while still creating a clean space for the font which would carry the poster's message more clearly, making it more effective as a method of advertising.
I chose this font which replicates the kind of labels printed from a gun. This reflects Belfast's industrial history and is also symbolic of the city's social re-branding; Belfast is changing it's label, It is no longer a dangerous place of conflct. Belfast is a bright new metropolitan cultural destination, it is a city of the arts with a blossoming film and media industry. I'm very pleased with how this industrial style font contrasts with the feminine pink tones used in the background. It creates a juxtaposition which is reflective of what Belfast has recently become evocative of- Change and difference.
In order to meet the design brief I incorporated the scissor motif which I created by photographing my own dress-making shears, taking the image to photoshop and filling with flat colour. The final image had a clean, graphic style that I think compliments the font and stands out against the text box.
The reason I chose scissors as my tool/equipment used in garment making was that it fitted with the theme of the poster. The blades are evocative of danger or pain, but more so of transformation. The image evokes feelings creativity and change while drawing attention to the poster's message of 'cutting out bigotry and injustice'.
This poster project was something I was initially intimidated by- 'Evocative Belfast'- for me Belfast is home, it is a beautiful, blossoming, methamorphising city with a rich cultural heritage. But to many others Belfast is a city divided- racked with political and social unease, acts of violence and intolerence. I was uncertain of which image was more important. Why not both? Why not equality?
It was at this point I decided to theme the project around what belfast is becoming, what it is growing in to instead of what is was and is growing from. I'm very satisfied with my final design as I believe it fits the brief, is effective as a means of advertisment and carries the message I had hoped to achieve.
In the early stages I struggled to find a method of incorporating all of the elements of the brief in to a single cohesive design, however I feel that each individual element of my reaserch comes together to create a well balanced, meaningful poster which I consider to be bold, eyecatching, professional-looking and effective.
