Ad Campaign

Picture of woman doing yoga in the glow of the morning sun
Original Gaia-ad
New Ad

Creating a Campaign

The first step to this assignment was to find an ad to which I could create a complimentary new ad to and it needed to be appropriate to BYUI standards. I had no idea how hard it would be to find an ad. It took me several days of searching and truthfully, I felt icky after looking at ads. The large majority of ads have suggestive or blatantly sexual suggestions in them.

The light in the original ad is what caught my attention. It is so warm and inviting, which is what will attract an audience who is already doing yoga and looking for new classes to attend.  It also highlights the models face and she looks very peaceful. When searching for a stock photo to use for the new ad I kept these attributes in mind. I wanted to find a photograph that had lots of light with the model doing yoga indoors. She also needed to look peaceful and be dressed modestly. Again, I had no idea how hard these attributes would be to find so that I could attract the proper audience. I was stuck for a long time because I was looking for a picture that would match everything, exactly like the original. Finally, I realized that it didn’t need to be exact but it did need to convey the same feeling. When I found this picture it was a relief because it was exactly what I needed. I love how the cooler colors in the new ad are opposite from the original which adds contrast to the campaign.

When I began to add text to the picture in Adobe Illustrated I tried to stay within the original ads color scheme. This was an utter frustration! The colors just did not contrast with my picture and I could not get them to be readable. I also tried to keep the main wording lower on the picture which resulted with the wording being across the models chest. Oh, was I frustrated! It didn’t look right and I thought about changing my whole concept. All my frustration changed with a critique from my instructor, who encouraged me to branch out – “this ad shouldn’t look exactly like the original”. FREEDOM! I could make a new color scheme to fit my picture and I could rearrange where the text was located. Now I could really start to play and enjoy the project, all I had to do was get out of the box that I had put myself in.

I found a great looking Gaia|Yoga logo that was in beautiful cool colors and used the colors from that logo as my color choices for all of the text for the rest of the assignment. I love how the blue/green and purple compliment and contrast against each other. My favorite detail of the ad is the design work that I put into the windows. This ended up being rather tricky as I had never done something like it before. I also spent time adjusting the light in the picture in Adobe Photoshop, to help create more contrast between the text and the photograph.  I do think working on these details was time well spent because it does create a cohesive look in both of the ads.

After the new ad was created it was time to create slides in Adobe Indesign for the presentation of the campaign. I liked creating the slides and think they turned out beautiful. It was difficult to decide how to design them because I wanted them to be simple but attractive. I decided to stick with the same font colors that I used in the new ad. I think this helps to create a unified look to the slides and the ad. I paid close attention to the alignment and proximity of the text on the slides with the elements like the lines with dots which relayed repetition from the ads. I kept the background of the slides white to ensure that the fonts had contrast and would be easily readable.

In conclusion, both of these ads make me want to go get my mat and practice yoga. They are opposite in colors, one is warm while the other is cool, creating an interesting balance between the two. As I focused on keeping the other elements similar the two ads continue to feel like they are part of the same ad family.

Creating an Ad

Facebook size
web/blog size

For this project we were asked to use a project generator which randomly came up with different household items to create ads for along with all the data we needed to know about our audience. I was the lucky winner of sheets! My audience is both male and female, between the ages 55-64 they graduated from high school and have incomes in the range of $60,000-$89,000. They are currently in a relationship and my ads need to be ready to be viewed on social media and blogs.

When I first received all this information I wasn’t sure what to do with it. Why did I need all these details and how should it influence what I decide to do? Well, the more I thought about it the more ideas I had on how to relate to this audience. The age range is just a little younger than my parents. So, I started to think about what their lives are like right now. They are still working so there is stress in their lives. Their children are older teenagers or they’ve already left their house. These two things mean that they have a little more money to perhaps splurge on a purchase like nice sheets. They probably have decent technology skills and so the ad needs to be eye catching to stand out from all of the other ads on social media.

As I thought about their lives I began to think about what could represent stress? My first thought was work, which lead me to think about a city and I thought it would be cool if the sheet could make that city or the “stress” disappear. Finding images to use for my idea was a whole other issue. I spent days looking through public domain photography website and creative commons websites. I finally found the photos that captured my ideas on unsplash.com. I think it’s really cool that these photographers offer their work up for use for free.

Now that I had photographs that I could use I had to import them into Photoshop and begin to manipulate them. I haven’t decided if I love or hate Photoshop…it seems harder to use than some of the other Adobe programs. I am a newbie at it and as I struggle with it I’m starting to appreciate some of what it can do. I used the picture of the girl and the sheet to make a mask to go over the city scape. I had to do some touch ups to make the sheet look better and to arrange where I wanted the city to sit in the combined photograph. I needed it to cover most of the city but allow enough of the city to show that it looked like the city was being covered.

I chose two different fonts to use, Monotype Cursive and Franklin Gothic Book. The monotype cursive font has nice contrast against the sans serif of the franklin gothic. I picked colors for the font from the photograph of the city and made sure there was contrast between the colors and the background. Even the logo color came from the photograph to add repetition of colors through the ad and to draw eyes to the logo.  I was also careful with the proximity between the words and that they had good alignment with each other.

In conclusion, I feel like this ended up as a simple yet, sophisticated ad. The colors of the blurred headlights bring your eyes into the photograph and the sheet covering the city creates adds interest. Hopefully, this would catch my audiences eye and make them wonder what it is all about. This was a fun project and challenging in both topic and software.

By Yoann Boyer
By Joey Kyber

Sloths as Icons

illustrations of sloths with various emotions

Why Sloths?

Well, why not sloths? As I searched for an idea for this icon project I realized that I wanted to do something fun and different. However, I had no idea at what that could be. I did lots of sketches, I sketched my family, Pirates of the Caribbean, chores, flowers, packing lists, musical notes, flowers, cats, writing instruments, times of the day, and finally some sloths. The sloths were chosen because they were cute and they are what my children picked as their favorite sketches. I’m lucky, that I have children who are willing to help mom pick out ideas for assignments.  I also chose the sloths because I was pretty sure that none of my classmates would do something like them and I wanted to be different.

Assignment Requirements

I really like using Adobe Illustrator, it’s my favorite program to work in because I’ve worked in it the most and I’m starting to feel like I understand what I’m doing when I use it. Using different shapes was a fun way to create a little character and it did take a while to figure out shapes that gave him some personality. I used pictures of sloths to come up with the colors for his face and body. I decided to go simple with his arms and legs. I love the sleeping sloth because you can see that his arms are longer than his legs, just like a real sloth. The proportions do look off, but they look off on a real sloth too. Each sloth has their own color and emotion: pink is happy, purple is so sad, green is surprised, yellow is super happy, blue is sleeping, and orange is a cheeky little fellow. I truthfully can’t pick a favorite and neither can my target audience (my kids).

As you can see in the rest of the post I’ve included the 60 x 60 pixel and 400 x 400 pixel renderings. I would change a few things on the original sloths to make their faces a little clearer when they are at the 60 x 60 size. The pink and purple’s mouths look more like silly mustaches instead of a smile and frown. Overall, I’m quiet pleased with how they turned out and I think this was a fun assignment to complete.

A General Conference Talk

Magazine Spread

Text of President Russell M. Nelson's General Conference talk, April 2017
By Heather Johnson
Page 2
Page 3

https://www.lds.org/general-conference/2017/04/drawing-the-power-of-jesus-christ-into-our-lives?lang=eng

My Thoughts

This magazine project has been an enjoyable project because I’ve had the opportunity to become more familiar with the InDesign program. For this project, we were required to find an article that had more than 600 words and no extra headings, which made things interesting. I spent a couple days reading articles on LDS.org trying to find one that closely met those guidelines. I finally settled on President Russell M. Nelson’s talk from April 2017 General Conference. https://www.lds.org/general-conference/2017/04/drawing-the-power-of-jesus-christ-into-our-lives?lang=eng. As I read his talk I felt the spirit warm my heart and I could find places to add headings to fulfill that requirement. Finding a quote to use was trickier than I thought it would be.

The photographs are all Heather originals and focus on my beautiful irises. I was so pleased that they ended up blooming right in time for this project. Using the budding iris as a word wrap, ended up being one of my favorite ideas of my whole project. It was tricky as I had to use Photoshop to create a mask of the flower and then input it into InDesign. Once I had it into InDesign I then had to draw a shape over it and use that as the reference for the word wrap. I’m very happy with how it turned out.

When I started this process, I thought the easiest part would be the formatting of the article. How wrong I was! Making headings stand out, arranging the columns, and keeping the flow the same from one page to another was very tricky. The formatting isn’t perfect, but as I’m trying to balance school and family life, this will have to do. I look forward to being able to learn more about formatting so that my designs can improve.

The typography was fun to play with! I learned that keeping things simple helps to make a project flow better. I feel like color also became a huge part of my typography as it helped to accentuate words and created repetition throughout out the article. Creating the title and the quote took a large amount of time. I ended up using both Adobe Illustrator and InDesign because I felt like I could maneuver and manipulate the words better in illustrator. I decided to make the quote play off the title to bring in another element of repetition.

In conclusion, I feel like I was able to use all of the minimum expectations while also making the article beautiful. The color scheme felt appropriate to my audience, which was adults reading the Ensign in order to learn and to be uplifted. The purple and green colors were taken from the pictures of the irises to bring a feeling of hope into the design of the article. Creating this magazine project has brought me more appreciation for those who design for the church magazines. They take a lot more love and work than I realized.

My Photography

A purple and white iris in full bloom
By Heather Johnson
A purple and white iris budding
By Heather Johnson

Photography is a Blessing

This week is an awesome week because it is all about photography! I started taking pictures as a little girl with a point and shoot film camera. In high school I took a photography class and moved up to a DSLR film camera. I really enjoyed that class and even won an award and had my picture posted in the local newspaper. Once digital cameras were priced low enough I jumped at buying one and immediately fell in love with the speed of taking a picture. I have way too many pictures of my family and our adventures, some pictures are better than others, but they are all a blessing in my life.

Leading Lines

Picture of a road heading toward Mount Hood
By Patricia Thorpe Gomm

Pat Gomm is a good friend who professionally takes pictures and I just love her work. I have a picture of the Twin Falls Temple that she took on the wall in my living room. As I searched her website for photos to use this one of Mount Hood was perfect for the leading lines example.

As you can see all the lines point towards Mt. Hood causing your eyes to race to the very top of the mountain. I also like the jet lines in the sky that also help to move your eyes around the photograph.

By Heather Johnson

I took this on a trip to Boise, Idaho.

The lines of the road draw your through the picture on a journey through a gorgeous spring day. The clouds also create lines as they look staggered down the depth of the picture.

Depth of Field

Newborn baby with mom
By Tara Jugler

My little sister is a fantastic birth photographer! Her work amazes and inspires me. She often uses depth of field to quiet the backgrounds of photos so all we focus on is the new little baby.

Hello squishy new baby! When I look at this photo my eyes land directly on you, then they scan over to your glowing mama, and then finally I glance at the background. Using depth of field helps us to know where to focus our eyes, because the unfocused area becomes white space in your photograph where your eyes can rest.

By Heather Johnson

For days my irises were taunting me, buds but no blooms and I really wanted to use one for this project. Finally on Friday morning several finally popped open.

Using depth of field with my iris helps to draw attention to the details on the petals. If the background wasn’t blurred the photograph would be too busy and you would have to really focus on the iris to appreciate it’s details. Blurring the background creates a nice contrast which adds rather than detract from the photo.

Rule of Thirds

Pregnancy picture taken with the Perrine Bridge in the background.
By Heather Melton

Heather, is another very talented friend of mine who does mostly family photography. She has a passion for creating unique photos that capture the personality of her subjects. I’m lucky to call her my friend, the subject of this photo is another friend and I couldn’t resist using a photo that celebrates both of them.

I know Heather took her time taking this photography because the Perrine bridge in the background is horizontal and this is often hard to do in this spot along the river. I also love how Jenny is on the right side while the bridge holds the focus on the left. Heather also uses depth of field in this picture because Jenny is in focus while the bridge is blurred. This also adds weight to Jenny and exaggerates the rule of thirds.

By Heather Johnson

Shoshone Falls is amazing this year! When we went this time the mist was being blown straight up and falling down on us like rain. If you zoom up and focus on my coat you can see all the water droplets.

For the rule of thirds I am over on the right side of the photo with the falls taking up the left side of the photo. There is depth of field as the falls are not focused, along with the leading lines of the handrail that is heading down to the lookout, all of these principles used together help to create the feeling of massiveness from the falls.

In Conclusion

Keeping the principles of leading lines, the rule of thirds, and depth of field help to add contrast, interest, and white space to photographs which increases the quality of your photography. I’ve found that when I focus on using at least one of these while taking a photo that I will often end up with more of them in my photograph. It does take a little extra thought to think through and plan how I’m going to achieve the look that I desire. However, I’ve learned that it is time well spent! Taking a few moments to plan my shots helps me to capture what I wanted and brings fulfillment.

Ty•pog•ra•phy

Black and white poster with the quote, "Genius is one percent inspiration and ninety-nine percent perspiration. ~Thomas Edison"
Created by Ben Fearnley

Orignal Poster

I chose this quote poster because I wanted to focus solely on typography. This caught my eye because of the way he uses the fonts to create interest and the lines that catch attention. It is also easy to read, he uses multiple types of fonts which adds contrast without creating issues with the fluency of reading.

Types of Fonts

 I loved that he used different font families because they do not clash or create reading issues.

The red dots are by words that are written in an Oldstyle font.  They are identified by their slanted serifs, thick to thin transitions, and curved bracketing. He also included an italicized “is” for us to examine, it is italicized because of the slant of the letters.

The blue highlights all those that are Sans Serifs. They are identified by the lack of serifs, no thick to thin transitions which creates no stress because there is no thick/thin within the letters.

The green signals the family of Decorative fonts that also seem to be related to the sans serifs. These fonts are easy to identify because it often feels like someone is playing with the letters and having a blast doing so. The ones used in this quote do keep qualities of sans serifs while making them playful.

And finally, the purple is the lone wolf Slab Serif. This font is identified by the horizontal thick slabs and vertical stress of the word, there is also very little thick to thin transitions.

All these fonts used together give this quote a playful feel while also feeling well designed.

Varying Sizes of Type

 Through this quote he uses the size to separate the phrases while creating a visual flow throughout the quote. He uses the contrasts of black and white to add emphasis to the smaller words. Even though the “is” is small it still has weight and matters because of the strong contrast that it has in the poster.

WEIGHT of Type

Throughout this quote he uses the principle of weight. We know that the whole quote is based about design because it is large and bold, this signifies its importance. The black shadowing on the word inspiration gains our attention because it is a different weight than what is around it. While the bold, thick lines around percent also grab attention and all these work together to pull our eyes down through the quote making us read it.

highlighting the direction of type

Direction of Type

The alignment of the lines and text create the illusion of a rectangular box around the quote. He mixes centered text with text that is justified to the edges of the lines. I liked that he kept all the words going in the same direction as the repetition of the lines and words flowing the same direction brings strength to his piece.

Conclusion

In conclusion this simple black and white quote has contrast through the use of color, font type, sizes, and use of lines. It has repetition in the fonts and lines, which creates the feeling of cohesiveness. The alignment has been set with purpose with the use of both centered and justified text. The lines in the quote help to solidify the proximity of the words gathered between each set of lines. This helps us to understand how these ideas interact with each other. Using these simple design principles helps to bring meaning to a quote in a quick and efficient way. As much as I like this poster, I think I would have created more emphasis on the second part of the quote because ninety-nine percent is much greater than one percent.

Why does this poster look good?

Original Poster

I found this poster on the behance website and it instantly caught my attention. Through this post I will explain why I feel like it is a good example of the design principles that we have been studying.

Poster displaying information comparing men's salaries to women's salaries in a variety of countries.
Poster designed by ~ Li Zhang

Alignment

The sharp line that goes down this poster helps to create a visual connection between the writing at the top of the page and throughout the graphs. This one element makes the poster look seamless and I know it took a conscious effort on the designers part.

Color

She picks two typical colors for boys (blue) and girls (pink). However, she switches things up by choosing non-typical shades of pink and blue that have good contrast towards each other. To create more interest she introduces tints throughout the pinks in the round graph and tints both the pink and blue on the smaller bar graph. These colors all work well on the grey background, which helps the colors pop and grab your attention.

Contrast

The contrast that caught my eye was the in the way that she displayed the graphs. Having a smaller graph connected to a larger graph that is exploding off the other one is unusual. This made me want to stop and study the poster in greater detail.

Proximity

She did a great job of keeping alike information together through grouping information together. She also uses fonts to help separate the different groups of information, for example, the title and the paragraphs of more detailed information.

Repetition

The repetition in this poster that caught my attention is the way that the white dots help to connect the data. Also all of the white text helps me to know that everything that is white is dealing with explaining, clarifying, or connecting data.

Conclusion

This poster caught my attention because it displayed potentially mundane information in a way that made it appealing. She took graphs that we are used to seeing, and turned them into art. She paid attention to details and worked hard to make sure the information that was displayed was understandable and beautiful. It proved to me that even basic information that has the potential to be mundane and boring, can be made into something intriguing and different.