"Design should be based purely on its intended function, not based on ascetics". Form Follows Function theory, commonly associated with the Bauhaus as a modernist philosophy. This theory is derived from regal architecture, beautiful but unfit for the public realm. Ascetics are pretty meaningless if the book is not fit for purpose.
Initial Idea > Production. Clarify the idea and be considering production processes from the start. e.g.: Type for a purpose. If laser cutting type, counters in O's will fall out so needs to be stencil-esq typeface.
Thoughts:
Production as Craft and utilising the Form Follows Function process may prove to be essential when dealing with my content. The purpose of the A-Z: Type in Context brief is to explore typography within a specific setting or geographic location, suggesting a clear copy type to showcase a clear legibility. In addition the book will be positioned as a art/photography book. Again, who the target audience is cannot be forgotten. After speaking to them in extensively about art and design, it is clear their expectations and desired resolution is different to mine. As the target audience predominantly seems to be men (often 35+), it is clear they mainly want to see pictures of bikes, rather than of type. As I am developing an interest in Typography, especially after watching the Helvetica Documentary in conjunction with this brief, I would like to focus the publication more towards this- but I need to remember designing for print is designing for the audience, not myself.
With this in mind I want to explore how the two could integrate together. What copy to include will be difficult, especially as I have little knowledge about bikes. This will require constant development, research and analysis to create the most contextually relevant copy.
Study Task 01 :
Group Presentation
As my documenting images are quite high quality, generally with busy composition in a B&W documentary style. I feel these images are what will attract the target audience more than the insights and specifics to do with HD Type. Harley Davidson has easily the largest social aspect alongside the motoring, and through talking to these people at social events one thing resinates- they love pictures of their bike. It seems all bikers are vain. After spending thousands of pounds, consistently every year (Harleys are notorious for breakdowns), Harley is a commitment only for the obsessive and the love of their bikes. In response to the summer brief exploring Harley Davidson culture. I have prepared a 3 minuet presentation in which I will discuss my intentions for the brief.
I plan to ask the group:
-If the images shown are too repetitive?
-How they feel about the current layout and use of illustration?
-Any concerns they have with the brief?
-How could the concept and content further appeal to the target audience?
-Wether they feel the removal of identity is too impersonal?
-How could the concept and content further appeal to the target audience?
-Wether they feel the removal of identity is too impersonal?
Alongside the following slides, I plan to explain in my own words where each image was taken and why. I feel the context behind my images are half the story, so the accompanying text is very much a work in progress. As the presentation is only 3 minutes, I chose 6 images- 30 seconds on each.
 |
| An introduction to the images and documentary nature. I will explain that by shooting on Black & White 35mm rather than digital this reflects the grungy tones and context shown. |
Feedback:
"No, I didn't really notice to be honest"
"Its quite relevant after you explained the secrecy of the culture, especially with the negative and violent connotations"
When considering the production of the book and the viewer imperticular, it is most appropriate for the images to be the main focus in the publication. With this in mind, a landscape layout would work better, as the majority of images are working in a landscape 35mm frame, however a grid would need to be created in order to accurately position content and allow consistency.
I will need to explore both 3:4 ratio's and International Paper sizes to work with different grid systems. After reading about the 3:4 ratio, I want to incorporate expanding design knowledge into my practice. This seems to be an effective way of designing books, and it would also
Through other knowledge of Harley culture, many aspects are shrouded in secrecy and ambiguity. The Hells Angels will always be a notable reference to biker culture, Harley Davidson in particular There are also copyright aspects to consider, especially if the bar and shield icon is used.
-If the images shown are too repetitive?
Not if the layout is well considered. "The images need to have the right flow.
Not if the layout is well considered. "The images need to have the right flow.
-How they feel about the current layout and use of illustration?
"Some of the target audience may get put off by illustration, as often older men aren't drawn to illustration"
"It could posses too many feminine qualities"
"Some of the target audience may get put off by illustration, as often older men aren't drawn to illustration"
"It could posses too many feminine qualities"
-Any concerns they have with the brief?
"No, just choose a path to explore. You've pretty much got the target audience there so work to it"
"It could become intimidating to someone who isn't in the bike community if its all knowledge and pictures of bikes, there needs to be the aspect for a wider target audience"- with this in mind, I intend for the secondary target audience to be design conscious young professionals, interested in sub-cultures or societal studies alike (?). This means photographs such as the Marlborough packet (and other non-bike related typographic artefacts) could play a big part in telling
-How could the concept and content further appeal to the target audience?
"Just emphasise what they like"
-Wether they feel the removal of identity is too impersonal?
"No, just choose a path to explore. You've pretty much got the target audience there so work to it"
"It could become intimidating to someone who isn't in the bike community if its all knowledge and pictures of bikes, there needs to be the aspect for a wider target audience"- with this in mind, I intend for the secondary target audience to be design conscious young professionals, interested in sub-cultures or societal studies alike (?). This means photographs such as the Marlborough packet (and other non-bike related typographic artefacts) could play a big part in telling
-How could the concept and content further appeal to the target audience?
"Just emphasise what they like"
-Wether they feel the removal of identity is too impersonal?
"No, I didn't really notice to be honest"
"Its quite relevant after you explained the secrecy of the culture, especially with the negative and violent connotations"
When considering the production of the book and the viewer imperticular, it is most appropriate for the images to be the main focus in the publication. With this in mind, a landscape layout would work better, as the majority of images are working in a landscape 35mm frame, however a grid would need to be created in order to accurately position content and allow consistency.
I will need to explore both 3:4 ratio's and International Paper sizes to work with different grid systems. After reading about the 3:4 ratio, I want to incorporate expanding design knowledge into my practice. This seems to be an effective way of designing books, and it would also
Through other knowledge of Harley culture, many aspects are shrouded in secrecy and ambiguity. The Hells Angels will always be a notable reference to biker culture, Harley Davidson in particular There are also copyright aspects to consider, especially if the bar and shield icon is used.
When considering the copy for each image (if any), the message could go one of two ways.
Either way, it needs to remain concise and insightful. It could either flowing together to make a coherent observation of Harley Davidson type in context- meaning the title of the book would remain the same. Alternatively, I could pursue a more marketable route and give the direct target audience what they want-
An overview of what the chosen image means in terms of: what bike it is, any historical references, a special connotation or intertextual reference that link to a wider knowledge of Harley Davidson*.
*Sourced from informal research at Chester Rally when talking to the target audience about what they'd like out of a Art/Photography publication
"Design should be based purely on its intended function, not based on ascetics". Form Follows Function theory, commonly associated with the Bauhaus as a modernist philosophy. This theory is derived from regal architecture, beautiful but unfit for the public realm. Ascetics are pretty meaningless if the book is not fit for purpose.
Initial Idea > Production. Clarify the idea and be considering production processes from the start. e.g.: Type for a purpose. If laser cutting type, counters in O's will fall out so needs to be stencil-esq typeface.
Production as Craft and utilising the Form Follows Function process. Eg: The purpose of the A-Z: Type in Context brief is to explore typography within a specific setting or geographic location, suggesting a clear copy type to showcase a clear legibility. In addition the book will be positioned as a art/photography book. Again, who the target audience is cannot be forgotten.
As my documenting images are quite high quality, generally with busy composition in a B&W documentary style. I feel these images are what will attract the target audience more than the insights and specifics to do with HD Type. Harley Davidson has easily the largest social aspect alongside the motoring, and through talking to these people at social events one thing resinates- they love pictures of their bike. It seems all bikers are vain. After spending thousands of pounds, consistently every year (Harleys are notorious for breakdowns), Harley is a commitment only for the obsessive and the love of their bikes.
Either way, it needs to remain concise and insightful. It could either flowing together to make a coherent observation of Harley Davidson type in context- meaning the title of the book would remain the same. Alternatively, I could pursue a more marketable route and give the direct target audience what they want-
An overview of what the chosen image means in terms of: what bike it is, any historical references, a special connotation or intertextual reference that link to a wider knowledge of Harley Davidson*.
*Sourced from informal research at Chester Rally when talking to the target audience about what they'd like out of a Art/Photography publication
"Design should be based purely on its intended function, not based on ascetics". Form Follows Function theory, commonly associated with the Bauhaus as a modernist philosophy. This theory is derived from regal architecture, beautiful but unfit for the public realm. Ascetics are pretty meaningless if the book is not fit for purpose.
Initial Idea > Production. Clarify the idea and be considering production processes from the start. e.g.: Type for a purpose. If laser cutting type, counters in O's will fall out so needs to be stencil-esq typeface.
Production as Craft and utilising the Form Follows Function process. Eg: The purpose of the A-Z: Type in Context brief is to explore typography within a specific setting or geographic location, suggesting a clear copy type to showcase a clear legibility. In addition the book will be positioned as a art/photography book. Again, who the target audience is cannot be forgotten.
As my documenting images are quite high quality, generally with busy composition in a B&W documentary style. I feel these images are what will attract the target audience more than the insights and specifics to do with HD Type. Harley Davidson has easily the largest social aspect alongside the motoring, and through talking to these people at social events one thing resinates- they love pictures of their bike. It seems all bikers are vain. After spending thousands of pounds, consistently every year (Harleys are notorious for breakdowns), Harley is a commitment only for the obsessive and the love of their bikes.
When considering the commercial viability to the book, I feel in a very fortunate position. As I have been immersed in the Harley culture my whole life, it has become so evident this is a collectors culture. More often of not, members of HOG have a higher disposable income and are prepared to spend silly amounts of money on anything slightly related to Harley- even more so if it touches on their bike model or something personal to them.
Target Audience
-Aged aprox 30-65.
-Interested in Harley Davidson motorbikes, probably a longstanding/ life member member of HOG.
-Appreciates good quality and unique collectables produced to a high standard.
-Higher level of disposable income, possibly at the mid-end of career span.
-Often little knowledge or care about art and design. Photography would be the most interesting aspect to engage the client
When discussing this brief with the target audience, I asked how much they would normally spend on a small Harley collectable- wether it be official merchandise from the dealership or an independent niche project. The results weren't that surprising, with some individuals saying they have "spent over £200 on a Harley book before"-Dave Cook, 56, business owner.
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