Ad Campaign

I did my ad campaign for Foodland Ontario, which is a provincial organization that aims to bring awareness to Ontario grown food while supporting local farmers and businesses.

The target audience is essentially anyone who buys groceries in Ontario, those interested in tasty food, and those interested in incorporating fresh food in their meals. The main reader audience for Food and Drink, my chosen magazine, is middle class women in their 40s.

Food and Drink is a seasonally published magazine available in LCBO stores for FREE.

DESIGN STRATEGY

I took my inspiration from other food ad designs and decided on a minimal approach. I looked at ads on Pinterest and created a board to collect ideas. My board can be viewed here. Then I started to sketch my ideas out on paper. I started with smaller thumbnails, playing with design and mixed imagery.

EPSON MFP image

EPSON MFP image

I wanted to create a balance between the food and the recipes within the ad. The more I tried to incorporate the recipes, the more I realized I was moving further away from the message of Foodland Ontario and complicating the design. The design was supposed to feature three seasonal recipes underneath the fruit/vegetable.

EPSON MFP image

EPSON MFP image

Final Product

All three ads are identical in layout. The colour theme changes based on seasonal colours: summer, autumn, and winter. As well, the featured fruit also change to highlight what’s available: apricots in summer, squashes in autumn, and apples in winter.

ad_composite

The true focal point of the ads are the food, which are the largest and most central item on the page, moving the viewer’s eye first to that area then to the rest of the page based on hierarchy. The type reflects an organic design. Something fun and inviting for the logo while the tagline’s typeface isn’t too serious or silly.

ad_composite2

Overall, the design is minimalist in order to focus the attention on Foodland’s mission to bring awareness to Ontario’s seasonally grown food. The colours and images catch the viewer’s eye, while the text provides further information on the campaign.

ad_composite3


THE PITCH

My campaign would be successful because it draws the reader’s eye through the use of colour and imagery, and makes them stop to think about seasonally available foods. If you’ve ever eaten a tomato, or an orange, or a strawberry out of its season you know how disappointing the taste can be. However, taste isn’t the only factor involved. By choosing to buy local we as buyers are supporting local businesses, ensuring these places can continue to thrive and provide us with locally farmed food.

Typeface Event Poster

I chose to do the poster for WordCamp in Toronto. It’s a WordPress event. I wanted a minimalist approach to the poster, mostly because there’s not too much to go off for the event in terms of images. I also really liked the swatch colours that appear in the poster. They’re bright and attention grabbing.

The designs for WordCamp over the years have been quite different from  year to year. This gave me a little free range to design something different but not too different from what people were expecting. The 2014 website is here and the 2015 one is here for comparison.

For the logo, I chose contrasting typefaces. I liked the sans serif in the logo, so I looked up sans serif fonts for the body text. I found the body typefaces on Behance. I really liked what the designer did with their presentation and decided it’d go really well with what I was trying to achieve with the poster. Big John and Slim Joe typefaces are available for free here.

Originally, I had the WordPress logo in the middle section, but the poster looked a little too plain. I traced out the Toronto skyline to add some detail  but also keeping to the minimalist design.

wordcamp

Type Pairing Assignment

Originally I wanted to stick to an older style, so to use a lot of serifs. These fables also remind me of handwritten manuscripts. I hoped to find a typeface for a cool drop caps, but ended up just sticking to the Google fonts for the assignment—I especially like the W in Woodman. I sourced an image with water since the fable has a river in it.

I realized after I began doing the layout that the actual story was pretty long so I had a lot of different layout designs going to try to fit the text in the space and over the image. It turned out more modern than when I began brainstorming.

Here’s my take on the type pairing assignment.

typepairing

What Is Good Design?

Good design—and not just good book design—stems from mastering the basics. Once those basics are mastered, a good design is achieved when the designer goes beyond those parameters yet effectively combines them all. Puja Khurana illustrated five core layout design principles as book covers, which are the basis of most designs.

symmetry

Book Covers

The New York Times published a list online of the best covers of 2015. Unlike fantasy and scifi covers, which I’ll talk about next, these book covers have a strong connection between the graphic and the typography. Creating a design that flawlessly intertwines images and typography, and that ultimately relays the designer’s message through design, is what good design is about. I’ve found that designs like this bring something new and very cool to the table. They make you stop and say, “whoa.”

“When considering the book as a whole, I prefer that the interiors contain answers and the covers ask questions.”

millhauser1

Fantasy Book Covers

I read a lot of fantasy novels and that has influenced me in many ways. Good fantasy covers pair an artist’s style with the book’s story. For these types of covers there’s definitely a bigger consideration for the artwork over other layout principles. The artwork brings the story to life. You can find some excellent examples of fantasy and scifi book covers at Tor.com.

Ultimately, good design stops you and makes you pick up the book.

What Inspires Me?

I love clean and colourful designs. I guess a lot of the designs that draw my eye can be categorized as girly with their pastel and pink colours, floral patterns, and cursive fonts. Rifle Paper Co. has great printed designs and their patterns and illustrations are cute and fun.

rifle1
Print products are my weakness so a lot of my inspiration comes from that medium. However, inspiration comes from many channels. On instagram I follow bakeries and food blogs. Places like Sweet Philosophy, who combine delicious food and creative design, can also inspire ideas for colour palettes, design layouts, and even packaging.


Video games can also be another avenue for creative brainstorming. Ori and the Blind Forest has amazing visuals.

I like order and clarity in design. I appreciate design that’s complex and busy, but it’s just not something I enjoy in my designs. Good design is when every piece of it falls into place and creates a seamless whole image, it creates something new and interesting and wonderful.

If you want to see more of what inspires me, check out my board on Pinterest.