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.

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Colour Correction

Original

Here’s the original image that I started working with. I was able to experience the Disney princess life by feeding seeds to chickadees out of my hand, and in return, they let me take pictures of them.

original_bird

Colour Corrected

In order to correct the colour of the image, I used a combination of three Photoshop tools:

  • levels
  • curves
  • vibrance

As you can tell, the chickadee’s colours didn’t change too much, but the tree branches exposed a nice green lichen after colour correction.

corrected_bird

Black and White

And here’s the black and white version of the image. I used the Adjustments Black and White tool with the scrubber to adjust areas of the image.

bw_bird

And here’s the link to the html version: http://lufatest.com/humber/gdpw/klaudia/colours/

Retouching Images and Using the Clone Tool

Retouched Images

Here I chose an image from a Google search. I’m pretty sure it’s a famous model or something. I used the healing tool in PSD to touch up any skin imperfections and to smooth out her skin, as well as remove stray eyebrow hairs and retouch the lips. A blur effect was added on top of the layer to create smoother skin and a glow. I’ve included the before and after images below.

Clone Tool

I only used the clone tool for this exercise. I remove the sheep in the upper left corner by sampling the ground in front of it and slowly replaced it. I then added a second mutant head to the main sheep by selecting the sheep’s face and cloning it.

Using Photoshop Brushes and Other Tools

Making the Brush

For Friday’s Photoshop class we were tasked with creating custom brushes and editing a photograph. I started off with the below image to create my duck brush. I quick selected the image and then made corrections to the selection using the Quick Mask Mode.

duck

Original Image

I selected a landscape image I had in my files. I made a copy of the background layer and worked from there.

original

Completed Image

After making the duck a brush, I placed three of the images around the image. I created a trees layer to hide the ducks and added some laser eyes. I brightened up the trees as well. Tada!

brushes

Here’s the html version: http://www.lufatest.com/humber/gdpw/klaudia/brush/

Photoshop Homework: Restoring Torn Images

I chose a magazine image to tear up and restore. I used the heal brush and clone stamp to clean up the image. The clone stamp is especially useful if you accidentally miss scanning a piece of your image…

This was a pretty fun assignment and pretty easy to complete. Also, it’s practical. Even though we live in a digital age where not many people (unless you’re my mom) get photos printed, we still have photos from a decade or more ago. With this exercise we know how to restore ruined photos and even remove some blemishes.

Below is a screenshot from my html page of the torn image homework.

screenshot-shreddedpic

Featured image source: http://customtricks.com/wp-content/uploads/2014/11/free-photoshop-logo-themes1.png

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.