Design Principle: Final Project - Print Culture: Inspiration from Billboard
Final Project
Print Culture: Inspiration from Billboard25/06/19 - 10/07/19 (Week 13 - Week 15) Sia Man Sheng 0333877
INSTRUCTION
In the final project, we are allowed to create anything that we want using our knowledge and skills of design principles with no limitation on medium, style or size but with the only requirement is that taking our own research o billboards as the inspiration/ idea/ starting point.
RESEARCH
We are to visually research billboard around us and analyze them from all graphic aspects.
Definition: Billboard
A billboard is a large outdoor advertising structure (a billing board), which is usually found in high-traffic areas such as at the side of busy roads or in crowded market place. They provide a good advertisement opportunity to passing pedestrians and drivers.
Collect Data
This is a normal billboard that is displaying above the highway, purpose is to advertise to the drivers passed by.
There is another billboard display above the highway, I think this is better that previous one in terms of conveying message to their target which is drivers. Huge and highlighted object to show their project and clear instruction with the sign of u-turn to show its location could give a strong impression to the drivers in few seconds.
This could be another efficient advertisement as it locate at the high traffic jam area and is close to the passenger. When compare to the billboard above, this might attract all passengers in the car but not only the two person sit in the front.
Another bad example of billboard for me as it is not showing the message directly and clearly. This is a advertisement of a university but the graphic it shown seems like not relating to it and the overall impression is not stand out and highlighted. I wouldn't get any impact from it.
Now comes to the billboard located in pedestrian walkway, this is a billboard covering the whole wall with lightings behind it. The lights really help it a lot to attract attention especially it is indoor and there is not much things could be brighter that it.
Billboards which located at the waiting area of public transport which has a great potential to exposed to the people who are waiting and could spend some time in reading it especially people waiting are all waiting and waiting for the bus to come, they will definitely frequently looking around and hence noticing the billboard.
Analyze Data
Outdoor
This is a large billboard that covered the skybridge on a highway. The first impression of me towards it is that it is not attracting audiences and is so difficult to be noticed. The reason of this is because it is located under a flyover bridge for BRT, one huge supporting pillar and a well-grown tree blocking the view in front of it. These elements creating shadow and making that area unnoticeable and only can be seen from beside or below. Besides, they putting too much detailed information(i.e. contact number) with a image showing a pedestrian walkway. This make me wondering what it is actually advertising before I figure it out. It is lack of a clear, impactful heading and a picture that shows directly of the product. To sum up, I think that this is a not effective and bad example of billboard.
Contrast
It is contrasting between the colourful image that makes it feels rigid with the empty white loose space and the important words are highlighted with red colour but unfortunately the green and red colour did the opposite job as there is trees around it and the red skybridge make it blends into the environment.
There is movement, direction in the image as it shows one-point perspective but guiding the visual flow to nowhere, there is no important information located at the end of it.
Indoor
Oppositely, they done a great job in this example. It is a LED screen located inside a shopping mall, at the corridor that connects the mall to brt station which have lots of people passing by all the time. And there has minimum sunlight accessing to that place and less artificial light affecting it. Hence, it performs well in this location.
In terms of image, this shows the luxury environment clearly with the greenaries, sunlight and swimming pool. I almost can feel the fresh air, especially the sunshine looks real as it is LED screen.
Contrast
The big image with just a small box filling with minimal description really draws my eyes to that white box. There is contrast between the high saturation outside the box and low saturation within the box.
The big image with just a small box filling with minimal description really draws my eyes to that white box. There is contrast between the high saturation outside the box and low saturation within the box.
Lines
There is few lines forming by the bushes and the walkway in the image pointing towards the white box which make it stands out more.
There is few lines forming by the bushes and the walkway in the image pointing towards the white box which make it stands out more.
Phenomenon
I noticed that even people are surrounded by advertisement, no matter billboards, banners, flyers or signage, their eyes are glued onto the screens, including me as well. There is not much people looking or get attract by the billboard no matter is drivers or passengers or people walk by but looking at their phones instead. The impact created by the billboard is limited. A 5 seconds advertisement on the instagram could create a greater impact than that. So my idea is to show up this phenomenon - we have so many things going on around us but actually does it necessary? Everyone has their phone enough, is there anyone noticed the message trying to convey in the billboard?
Design Intention: Visualize this phenomenon and magnify the impact.
REFERENCE
Reference I
Since I want to visualize a phenomenon, so I expected that would have a place, some people doing things and might have many things going on. Hence, this could be a example to visualize the world in my imagination but it requires complicated skills and material.
Reference II
Then I try to look for other way to help me with my project. These are paper artwork which I wanted to try for a long time. I think that it would be fit in this project as it can visualize what I imagine and it is not that hard to create but need some drawing and cutting skills. Thins making it interesting and attracts me is that is is 2D but could creates 3D and a higher level of pop up effects. The second example could create WOW effect that surprise people.PROCESS
Brainstorming
Idea 2: To express people nowadays can access infinite amount of information through smart phones.
Idea 3(Final Idea): Combine idea 1 & idea 2
Show the development from print culture(billboards) to advertisement on smartphones(infinite information with just one click)
Ways to visualize it:
- Combine 2 photo frames to make it can be open hence showing two things, one showing at the top surface, and one is hidden inside two frames
- Using 1 frames 1 surface only but showing 2 things through the whole of the upper layer so that can reveal parts of the lower layer.
- When come to inside, things will pop out when open it, like a 3D artwork
- Extend further than the border/frame, either extend upwards(billboards) or downwards(legs)
Reference for drawing a man sitting
Drawing outline of a man playing phones
Colouring and making the phone shining in red colour is to create contrast while other parts are all plain colours, so that audiences will know that there is something happening related to the smartphones and probably start to think about it.
Leaving the body of the character empty is to leave for the space to be cut out after print, so that audiences can look through what is under the top layer.
Extracting Billboards
Sources for extracting billboards in order to have large amount of billboards and arrange them closely to emphasize on the huge amount of information around the world. One thing to consider is that in order to makes the overall looks harmony, I have selected billboards with colours that are blue, yellow and pink which using theory of triadic colour scheme.
This is the compilation of material I printed.
Cutting out all of the materials and paste them onto the foam board to increase thickness so that it creates depth to the artwork.
Categorized them according of how I want to locate them from far to near in my artwork.
Combining two frames together and make them movable
Cut out the character and stick it with the first frame
Sticking few layers of foam board behind each billboard image accordingly from far to near with different amount of layer.
Pasting them all together and add a silhouette of a man contrasting how colourful the world is and a small man with black only.
FINAL ARTWORK
The concept for this project is to show that there is infinite of advertisement and information just inside a small smartphones, hence the first eye you look at it will see a man playing phone. Next, your eye will be attract by what is happening inside him, this is actually symbolizing the world inside his phone of how complicated the information it has. I purposely make this frames can be open is because when people think that that is it but actually there is a lot more...hence when you realized you can open it just like how you realized actually the world is much wider than you know, which will explode your mind with full of information.
Contrast
Contracting between the empty white space and the inner of the character which full of colour so that the character could stand out. Creating focal point at the character.
Perspective
Showing one point perspective while having depth which enhance again the experience of attracting into the colour world inside the character. This can be clearly observed when look at the size, and proportion of the billboards, from far to near, everything is extend from the centre.
Gestalt
Without showing the full body of the character but audience still recognize it because of principle of closure.
Rhythm
There is quit amount of variation in the billboards image, arrange them in sequence from big to small but intersect with some other size in between making the whole artwork more interesting and come alive.
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