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Friday, October 29, 2010


Ethos; Referencing where it is made, in Italy. Also saying it is made since 18xx makes a statement that you can trust this product to the best.

Logos; Giving facts of the ingredients and how they will benefit the consumer

Pathos; using an image of a sleeping baby, and the color shown are gentle using the emotion of sleepiness.

Thursday, October 28, 2010

Package Final Post

Starting out with sketches the main point was to take three objects that fit into one of the modes of appeal. This stage was very important because it flexed my mind into seeing the product from a different point of view. How can you take an emotion and put it into a Pellegrino label, or take the label and look into the facts of the Pellegrino. Through this part of the process sketches are important but also fun to do, because the freedom to draw out the image of the mode was available. Through trial and error I began to understand what the difference between each mode is. Taking the three objects, and applying new modes to them was a good way to test what qualities can file into each mode.

When taking those sketches and putting them into the computer is not an easy step. There are certain things one has to think about, typography, composition, and above all making sure that the idea stays within that mode of appeal. For the Pellegrino; its original mode was ethos; because of the way it is label, including parts of type that makes the consumer trust that this is the finest tasting sparking water.
For logos; there was extensive research I did in the sketching phase, but to narrow down facts of where it is made, how it is made, and tips on ways to serve it can not all be put onto one label. For example, there were three different directions I wanted to show, where it is exported to, the rock that it is made with, and what temperature to serve it at. All of these different directions fit the Logos mode because they are facts that allows the viewer to understand something new about the product.
For pathos; it was the desire of wanting something up scale. The emotion of drinking the water and feeling fancy, or elegant was what was meant to imply. When looking up images of Pellegrino, I found many that included served with a meal. Many restaurants will offer the costumer sparkling water as well, it almost fits in like a glass of wine. So the real challenge was to take that sketch and make it into a puzzle, Pellegrino completes that elegant meal. How can the viewer understand that this is the final piece of the puzzle that could complete an elegant evening. It seemed as if I was building a narrative that the consumer could imagine themselves in. Adding a narrative is a good idea when it comes to pathos because like reading any story the reader becomes engaged in the story, this is the same situation when it comes to making a label, to capture a shopper in a grocery store, and placing them in an environment.

Taking the next step once finalizing the ideas, was designing around those modes of appeal. By taking certain design approaches, it emphasis's the mode. It was a challenge not to just rely on the idea, but also to execute design principles. Even going back to the dot project, and imagining one word that describes our mode.
For logos; it was all about being "crisp". To show modern typography that will catch the viewers attention. Showing hierarchy to the main point of the label. For me personally I learned a lot about type lock-ups, and struggled through it. The stretch was to understand exactly what kerning was (where it should be), and lining things up to a T. It was important to use these basic principles when using it to emphasis the "crisp" aspect. When coming up with different type lock-ups I wanted to keep that image of what a crisp image of good typography would look like.
For pathos; a straight on shot of a dinner table was the direction I wanted to go with. Also to include an empty space, that the Pellegrino should be. I originally started with going to the Capital Grill to shoot the images, but the lighting was too dark. The next approach was to create a dinner setting that was in the photo lab. This way I had more control into the placement of the utensils, and lighting. The theme was to set an elegant dinner setting, once again to show the mode of appeal.

As I would refine the ideas, and create a new label, there were endless possibilities to how it could come out. It was important to look at what different type lockups there were, and different dinner compositions I could use.
For logos; The type when to being viewed sideways.
For pathos; an a-symetry composition of the scene was the way to go.
Although the end result seemed simple, the ways in getting there were not. I practiced over and over how to cut the background out of images. As well as in my logos, taking the label and presenting it as if the label is already pasted onto the bottle. For pathos, I would have to rearrange the glass, or utensils just the slightest bit to get the impression of a grid like structure.
Within the last few steps was crucial. This is when the tweaking, and minor changes can influence the over all label. From where the placement of the type sets, to how it actually is viewed once on the bottle. Questions I would ask myself is, where does my eye directly go, how do the images look, and how the logo fit with it all.

For the finalized product the mode showed through the design. The clean cut modern typography in the Logos was the final idea that was executed. The logo sat above from the type because the type lock-up was meant to only show the 8-10 degrees. The pathos was meant to almost be viewed in two sections, the type and then the image. By adding the red dotted circle where the pellegrino is suppose to go, is what combines these two sides as one complete piece.

Monday, October 25, 2010


Narrative Proposal

For my last piece, I want to show exactly how the Montessori system connects with the child. My attempt is a "introduction" of what the school system is. So if a parent was to come and interview the school, they could show them this video and the parents could understand what it is. I want all the research I have done to come through in an effectively communicative way. Through some of the find and shares we have seen how info graphics can be animated. This is an approach I want to go on. I want to come up with a good "speech" or "outline" of what I want to say in the video and then animated around it. Within the Montessori system I feel like there is a lot of information that I haven't been able to cover yet, and this is the perfect opportunity to do so. This will be a different approach than what I'm used to because usually I have the content and make that into the visual aspect and on top put audio. This will test all the challenges I have had with this semester as far as timing, focusing on the right content, and transitions.

So far I know exactly how I want to start off and that is discussing the three different learning styles, Visual, Auditory, and Tactile. Then I want to go in to each on of these styles and show how montessori incorporates these styles into their curriculum. By showing how they are incorporated I will show the different categories Montessori offers and how the child then approaches the subject. All together I want to communicate that it is learning that is independent, there for gains confidence in the class room. The second point is natural learn by experience, using senses we have like audio and visual what does that intake on how we learn? Montessori makes their children exercise these senses in their teaching techniques.

I want this to be clear to the viewer on how Montessori works and how their teaching styles is the best for children. Basically selling the school system. The targeted audience is to parents who's child has difficultly learning in a "class room" environment, is prone to day dream, gets frustrated with school. My approach will be to offer the parent a new method of learning for their child that makes it less stressful on the child as well as the parent.

Narrative Update

Over due post

Since my last post I have been working a lot of the two ending products to our narrative class.
For my 5 sec ending phrase I brain stormed how I can make my logo animated. Since it is a hand print, mixing the aspect of being creative and independent might be nice to show just a hand print being made. I thought if I video recorded the hand coming into the frame it would be a nice 5 sec animation, Here is my story board
For the text Tyler and I discussed that it should seem educational and scholarly. It was also hard to see the Montessori from far away so I changed it to one big M in the palm of the hand and "Montessori" existing at the bottom. There for the viewer can see it from far away.

The color of the Logo was a little disappointing. One of the aspects I wanted to grasp the texture of the paint, and include more it does not look like blood. One of the biggest points I want the viewer to understand looking at the logo is to read automatically children (since montessori follows the individual child) as well as education. There for if a child and a parent were to be looking at the logo they could both have a "side" to connect with.

So far for animating this paint splatter I have done two different approaches to execute the same idea. The First was to take actual footage of a hand coming into the frame and splattering. This idea was actually harder to do than my second idea, which was using flash, because the media center (by accident) forgot to give me the right fire wire cord. However, I did learn a little bit about filming and how to use a camera. The lighting was much more difficult to get down, I watched tutorials on vimeo on how to color correct but, I am still in the editing process and it just does not look right.
However, one vimeo tutorial on how to color correct in after effects was video and this was very helpful.

The second approach was to just take splatters that bethany did on the white background after I filmed her and use those prints from light/ small to darker/ bigger to show a hand coming forth. One of the reasons I like this idea better is that the texture of the paint is grasped. It seems like the pigments of the prints are just better.

One last idea I had was to actually video record a child coming into the frame and on an isle she/her makes a hand print and then leaves the frame and the camera zooms in on the print that morphs into the logo. I think that there is a lot of potential with the direction and it could be done, there for I can show different ways of executing one idea.

Friday, October 22, 2010

Type Lock-ups

This is my direction for logos; to show how to properly serve the water


For logos showing the process in which they make the sparking water, and also to show what temperature to serve the sparking bubbles!

For pathos I wanted people to get the sense of traveling and show the places that the water is imported to, making a metaphor Pellegrino is like (the Eiffel Tower)
Pathos; an elegant dinner setting. Pellegrino is a "luxurious" water, so my idea is to show that no elegant night is complete without Pellegrino

Logos; showing maps of all the countries it is exported to and the rock is Dolomite, a mineral they use to make the water.

Wednesday, October 13, 2010

Final Goudy meets Univers

My attempt was to make a travel guide to a town that has an East and West side. The East side was Univers that had the new modern aged people while the West side was the people of Goudy, who love their 16th century inspiration

For my envelop I wanted to show juxtaposition between the east side and west side.

I decided to blend the two typefaces together while incorporating architecture that I felt was relevant to the time period

Mike McCoy

Listening to Mr. McCoy speech was very interesting. He brought up skills that we have been developing over the last year. He discussed how designers are the middle person and help to make project functional. He gave examples on how to start projects, like Prototyping. One detail he kept coming back to was the impact of narrative, and how telling a story within your design's can make it more successful. For example modern experience 1; going through air port security, how do you build an airport, start from the experience, and then design. Mr. McCoy discussed how doing extensive research will help to influence your "experience". This is the designer's job to gain this experience and then apply it to their design. By experience he gave examples such as Team building, Analytical Tools, and Shadowing. When a designer is doing prototyping, it is crucial to understand every person who is interacting with the design (such as an air port signage). Just like we are learning with ethos, pathos, and logos. What is it that the viewer wants to see? How can we get on the same mind set as them? By getting that experience, we start to develop story telling, and a clear understanding nature of the product, audience, and person(s) in charge.

Friday, October 8, 2010

My Direction

I have four Direction I will be going in

Pathos; Fine drinking glasses and elegant dinner set
Logos; Monuments from where the water is exported to, and the Dolomite Mountain

Friday, October 1, 2010