You Will Want to Read This Magazine

As I was hunting for a well-designed magazine cover, I knew that I wanted to find something different. I chose the magazine cover for Overspray:

            

            I thought that this was an effective example of design. The title was creative in that the “o” in overspray looked like it had been spray-painted with a stencil and the edges of the letters were sprayed. I liked the font that was chosen for the magazine title because it had a modern and artistic feel, which is obviously important for an art magazine.

            The main focal point of the magazine was the main cover image.  The image immediately caught my eye because you usually see art on the cover of an art or design magazine, not the tools used to make it. And, each tool on the cover had a one-to-two page article on it and it’s uses in the magazine. I thought this was a creative way to preview what was in the magazine, instead of just with words. I also thought that the image was captivating to look at because it was in black and white and reminded me of an old photograph. It also gave me the feeling of stepping into someone’s art studio after they had left for the day and all their materials were lying around.

            Also, the cover line over the top of the picture seemed to add to the interest of the cover because each letter was in a different color. Yet, this was not overwhelming, but just interesting and unique to look at. There were also two cover lines that gave information as to what else was in the issue. I thought that the placement of these on the left was a good choice.  It allowed you to look at the cover image and it’s cover line and then your eye naturally follows down from the other text to the next body of text.

            Additionally, I liked that the colors were consistent throughout the cover and that the background color was black. The colors popped from the page and drew my attention. I also thought the color choice was professional and appropriate. They seemed to be colors that artists would be more likely to use in their work, especially one’s with the tools shown on the cover. Now if only I could actually use the tools on this cover, then things would be perfect. 

Is it in you?

         The business that Gatorade represents is that of a sports drink. Gatorade’s job is to not only push and fuel athletes in practice and in games, but to do the same for the average person when (s)he works out. And, the colors and the design of their logo seem to reflect that.

            The Gatorade logo is green and orange. Green symbolizes growth, healing and power. It also is a stable color that implies self-control, renewal and endurance.  These are all aspects that anyone looking to work out must remember. They are looking for mental, physical and psychological tests as they push themselves in their games and work out regiments and therefore, it’s only a matter of time before they will wear out. But, Gatorade will help these individuals reach their full potential by rejuvenating them so they don’t tire, helping them gain control of their movement and continue on.

            The Gatorade lightning bolt also is a perfect symbol for what the product does. Since Gatorade rejuvenates you by giving you a “spark” or a “burst” of energy and power, it is appropriate that the lightning bolt is orange. Orange is a bright color that catches people’s attention. It is therefore a stimulating color that is enthusiastic, determined and encouraging. It’s also been said that orange increases oxygen supply to the brain, which produces an invigorating effect on the body. With that, it is safe to say that Gatorade gives people a boost so they have the drive to continue on.

            And thus, with a little research, it is safe to say that from the casual work out to the professional athlete, Gatorade’s logo encapsulates all that the product does for its consumers. And there you have it, Gatorade is awesome- and they show it!

Rockin’ sources: http://www.color-wheel-pro.com/color-meaning.html

From Bad to Better

            I realized that I had many options for choosing a bad ad. After cracking open the phone book and flipping through the first half, it seemed that I could redo an ad for just about any type of company you could think of. But, I decided on a car locksmith ad and set to work. First, I chose this because of the terrible logo.  I noticed the rockin’ 90’s car and the blob to it’s left, which, upon closer examination, I decided was a locksmith unlocking the car. The company’s font in the logo was a serif font and seemed too pretty to be associated with car problems. This, I decided was the first thing to go. Also, the oval around the image reminded of a family diner sign. I thought that the logo should be more square or rectangular to seem less “soft.” But, we had to keep the same logo, so this left me frustrated as my idea for a new logo, couldn't be used. Here's the logo I would have liked to use instead:

            The same font that read “Fast Emergency Mobile Service” also needed to be changed. Any emergency I can think of was not this neat and put together. I also thought this was the most important text featured in the ad, but it was underneath other copy, where it wasn’t seen as easily. These words needed a harsher font that was bold and could be spotted initially. I also wanted to redo the logo to express a more modern look and feel and a strong logo with a font that implied that these locksmiths were knowledge and ready to unlock any car.

            Also, though the ad was black and white, I thought that color would help it grab more potential customers attention. I chose yellow because it grabs peoples’ attention well. I choose red because it is associated with emergencies, such as locking your keys in your car.  But, it is also a strong color that is associated with power, like the ability to fix a problem. So, I used these two colors throughout the ad to better communicate what services the company provides. I also thought the original ad lacked unity and I thought by using the same shape and color I could tie all the elements of the ad together more cohesively. I chose a rectangle because sharp corners were more rough and tough than rounded elements. I also used white lines between each part of the ad to draw the eye from one element to the next. Hopefully this ad is more effective than it’s phonebook counterpart!

R.C.E.: Really Can Examine Typography!

In walking around Milwaukee, I realized that there are LOTS of typographies everywhere. Towards the end of the 45 minutes, I was beginning to see letters in the sky and formed from cracks on the ground. Part of me thinks I'm losing my mind, and part of me thinks this is really cool. But, some of the most interesting and unique typographies that I found while quick touring the East side are below:

This "R" was on the back of a giant orange road construction sign. I found the sign lying down in front of Straz Tower and it instantly caught my attention. Its corners were very sharp and rigid, plus the color yellow, made it seem very authoritative. As a sans-serif font, it also very modern. The space between the left and right side of the "R" made it unique as did the fact that the "R" was actually cut out of the yellow. So, it was more like what was missing was what was interesting to look at. Plus, I love the color yellow, so this one was a shoe-in.

This is one of my favorite finds! It is the "C" from the Wisconsin Club's gates. I thought it looked like classic and elegant calligraphy. It also reminded me of old letters that were written with a quill and ink.  The color gold also gives it a sense of nobility and regality. I also liked that it seemed very flowing and elaborate. Honestly I thought it was interesting that only one letter on the front gates seemed to accurately portray the reputation that the Wisconsin Club has as a well-to-do venue. And let's be honest, it is as swanky and the "C' suggests.

This is an example of where I started to see letters in everything. This "E" is the bottom of a stone bench outside the Haggerty museum of art turned sideways. I was really excited when I spotted it because it is so unique. It isn't very formal, classic or elegant. But, it is modern in the way that it doesn't follow traditional guidelines of being extremely identifiable, but instead seems very casual and relaxed, and not quite complete.  The top part could be more horizontal, but then it would lose some of its visual appeal. Actually this "E" makes me think of modern art, which maybe it is and which is why it now seems much more appropriate to have it sitting outside the museum of art. Gahh I bet they did that on purpose!

Yellow is ANYTHING but Mellow!

    Being my favorite color, I decided that yellow would be the best color to compare in two different cultures, aka the U.S. and China. I figured Eastern vs. Western world associations and meanings would be interesting. Doing a little background research, I found that back in the 20's 'yellow journalism' referred to sensationalist journalism, which distorted news to make a profit, giving yellow a negative connotation. However, that's about the only dirt I could find on yellow (because it's so awesome). To Americans today, the color yellow is a way to stand out and grab someone's attention and is usually associated with being positive. It is perceived as happy, vivacious, joyous, upbeat, warm and inviting. Just think of the sun! Aside from that, most Americans think of how it relates to transportation! Taxis, school buses and warning signs oh my!

 

    Researching China, each color is associated with a direction and one of the five elements (wood, fire, earth, metal, water). I learned that yellow is associated with earth and the center. I thought this was interesting, because green or brown would be earthy for us Americans and a centering color would seem to be calming- like a pastel or soft yellow- not a bold and bright one. But, I guess it makes sense seeing as China has given yellow a great deal of prominance, which seems to have started during the Ming dynasty (late 1300's) and continues through today.  So, to the Chinese, yellow is seen as a a royal color, in the way that Americans think of gold (which is also a pretty rockin' color).

    Yet, although yellow is imperial to most of the Chinese, it is also highly symbolic for Buddhist monks' whose robes are yellow. Since they live simplistically, they see yellow as the color closest to earth, and therefore, it signifies humility and selflessness. I thought that this was fascinating that a color could have two drastic meanings such as these two.

 Interestingly enough, they also assoicate yellow with mourning. While I will not wear black to funerals, I also don't think I'll be showing up in all yellow looking like a giant lemon drop. I would consider it disrespectful because to me, yellow is a happy color- which in my mind does not fit with a funeral or mourning. So, I found it intriguing that one culture could associate yellow with these very different meanings. But, one thing is clear, both of our cultures LOVE yellow!

 

Check out my sources:

 

http://www.colorsystem.com/projekte/engl/63chie.htm

http://www.exoticindiaart.com/article/colors/2/

https://spectacularvancouver.wordpress.com/2006/11/27/chinese-culture-five-elements%E2%80%A6five-colors/

http://hubpages.com/hub/Colors-and-Their-Meanings-in-Chinese-Culture

Clean Up Your Dirty Mouth

I came across this ad for orbit in People magazine. I thought the color was really effective in drawing my attention.  The geometric design was also very eye-catching and utilized the color scheme effectively. The gum featured in the ad was spearmint, which is normally associated with the color green. Therefore, the green packaging implies that the gum is fresh, innovative and the packaging is environmentally friendly. I thought the use of various shades, tints and saturations of green also made the gum’s packaging interesting to look at, but not overwhelming. There is a consistent pattern that is used which makes the product seem more appealing to a younger audience. Plus, by using monochromatic colors for the packaging, it looks very clean and modern. And, since green has been shown to increase hunger and impulse purchases, I thought that green packaging was a smart way to persuade consumers to do both. So the color green has successfully been used in a commercial application! 

Aesthetically Pleasing Wrapping Paper

In shopping for my cousin’s bridal shower, I stumbled upon this wrapping paper.  I thought it was so cute and it displays many elements of design. There is repetition of the candles themselves as well as their striped, polka dotted and zig zag patterns. The ground space between the candles varies, but it also follows a pattern. This pattern created a balance between the candles.  Also, there was contrast in the color for some of the candles.  The candles with a blue negative space and orange positive space are one example.  While there are many different patterns, one unifying feature that all the candles have is a yellow flame. These bright yellow flames drew my attention to the top of the candle. Similarly, the candles with horizontal stripes drew my attention to the sides. With so much going on on this wrapping paper, the black negative space provided a nice contrast to the brightly colored candles. So as much as this wrapping paper utilizes the elements of design, I’m still using it to wrap birthday presents soon!