Week 6

24.2.2016 (Week 6)

Zulkifli, Farah Farisya Syamin (300 359 070)

Typography, Ad Expression 

Lecture:

Unfortunately I wasn't able to make it to class last week but I was told that the routine went on as per usual with everyone sharing their task and experience and had a discussion on the our following task which is Ad Expression. 

Instructions: 

Task 2 (10%): Ad Expression
You are required in this task to express the headline for a black and white advertisement for Tiger Balm. The ad must express through the chosen font and arrangement, the inherent meaning of the words in context of the Ad.

The copy for the Ad is as follows:

Headline: FEEL THE HEAT!

Copy: Tiger Balm, the world’s leading analgesic remedy that works where it hurts. A name that has been trusted by generations to provide care, healing and comfort for nearly 100 years. With its unique formulation specially made with herbal ingredients which are proven safe and effective, Tiger Balm’s healing properties and soothing relief for aches and pains restore balance to modern hectic lifestyles.

Logo & Product:

You may use minor graphical elements like lines or dots (if relevant or needed) to aid in the expression of the headline. This is not a visually driven Ad, so do not give undue attention to the product or logo, emphasis is on the headline and copy.

Black and white Press Ad.
Newspaper: TheSun
Size: 128mm (width) x 178mm (height)
Outline around Ad: 0.5 pt stroke width

Marking Criteria: Your work will be judged on whether you have been able to express the meaning or action of the headline through your designs. The designed headline in the type expression task must showcase sensitivity and creativity in the choice of font, its arrangement, its relevancy and its suitability in context of the Ad. It must reflect and enhance the inherent meaning of the headline. You will be judged on whether you have demonstrated critical thinking and exploration, research capability, ability to chronologically document your process and reflect on your journey. This evidence must be visible in your postings in the eportfolio and your in-class process work. 

My Process 

First of all, I searched for inspirations on the internet on Tiger Balm posters and ads just to get a rough idea and these were the ones that I picked out of the bunch of posters.... 

Secondly, I started doing some background research on the product on Wikipedia where I found that it was developed in the 1870s in Rangoon, Burma by herbalist Aw Chu Kin, son of a Hakka herbalist in China, Aw Leng Fan. This was to help me understand more of where the product was originated to help me choose the right typeface to go with the product in my ad. 

My Options 

1. The typeface that I used was 'San Marco'. I enlarged the word 'Heat' to just emphasize what Tiger Balm is, which was menthol. The typeface kinda made it look very old newspaper typeface ad to me which represents Tiger Balm which has been around for decades. 

2. This was just taken from concept as picture one above except that I changed its position into landscape. I kinda like how the logo of the tiger is facing towards the direction of the caption 'FEEL THE HEAT' in a bubble where it looks like it screams out the headline. 

3. Typeface chosen was 'Penumbra Sans STD Bold'. The typeface reminded me of headlines of old kung fu chinese movies which to me fit Tiger Balm. I wanted to emphasize the Headline and made the logo into a watermark. 

Feedback: 

General feedback 

• Apply recent lessons in class into new class, it shows development. 
• In process, it's best to include mind maps to explore ideas, experience the product to get the feel hence, experience is crucial. 
• Utilize each lesson and apply it in process, crafting and outcome. 
• Depending on what type of art work that it specifies for (in this case, it's a press ad) hold it and optically analyze to analyze the font point (readable/not to the target audience) 
• Concentrate on the headline and the expression of the ad. 
• Watermarks don't work on ads. 

Reflections: 

• Experience 

I'm honestly giving up on my Adobe Illustrator as I've been having problems with the software where I couldn't translate my work into its software. I love working on it but the software keeps failing on me where I cant seem to sign in so I had to work all this on my Microsoft word. Thankfully, this week is just all about process so these rough ideas were just translated on my Word Office. Will have to seek help YET AGAIN on the installment of the software itself. As for the artwork, it's pretty decent but again, this is just the process which means I will have another week to work on getting the ad design better. 

• Findings 

I find that it's important to have knowledge on the background of the product before doing the design so it's so much easier to translate and link to on the artwork. Since it was very Chinese, I had to find typefaces that suits the brand. Wouldn't want to make it all western, it has to represent. 

• Observation 

I'm pretty calm this week though my software broke down on me (usually I would actually freak out and will be bugging all my friends) but again, thankfully it's all just process this week!