Typography : (Week 6) Ad Expression

 

24.2.16 (Week 6)

Fatin Nadia Binti Ishak (300 422 242)

Typography

Lecture:

At first, we went through the discussion process, on which everyone shows their final work for the last task. After that he explained in more details about our next task, and we were sometimes given to ask questions regarding the next task. He also adds that the headlines should be 70% of the paper and 30% for logo and product.

Instruction :

Task 2 (10%): Ad Expression
You are required in this task to express the headline of a black and white advertisement for Tiger Balm. The ad must express to the type 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: 128 w x 178 h

Outline around Ad: 0.5 pt stroke width

Mode: Black & White

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 relevancy and its suitability in context of the Ad. It must reflect 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. 

Research :

From the previous 'tiger balm' ads;

Different advertisement;

There are about five advertisements that do look unique and interesting for me, it really inspired me.

Inspiration & Ideas:

Fire flames

Sweat;

Based on the task, Mr. Vinod wanted us to express the headlines which are 'Feel the heat!'. So, i thought that i should focus more on the word 'heat' itself, the first thing that came out of mind id 'flame'.....

 

Unique font which I would like to use in my 'ad- expression'.

Sketches & Ideas:

(1) For the word 'heat', i added flames on it...

(2) It looks like a logo...

(3) Sketches using the calligraphy pen on the graph paper. Word, 'feel' and 'the' using those lines, that we have learned and (the word, 'heat', is sweating,)

(4) Sketches using the calligraphy pen on the graph paper. I'm trying to put tiger stripes inside of each letters.

(5) Sketches using the calligraphy pen on the graph paper. Stick in to the 'logo shapes' of arrangement and i added tiger stripes inside of each letters. I have also added in flames on the top of word 'heat'.

(6) How it may look, later....

Process: 

After doing some sketches, I started to choose the font that suitable with the criteria that i wanted; honestly, i went through the entire font provided by Mr. Vinod. Then I found that there are about 21 fonts that really unique.

 

(7)

Using, Adobe Illustrator:

Basically I have found that Zebrawood standard regular has "flames" and "sweat" criteria. But for the word "heat" I am trying to make it look different than others so i click on "zero appearance" from adobe illustrator, however it doesn't look nice.

(8) For word "feel" and "the", i have changed the font into Zebrawood Standard Fill.

(9) I am trying to make the word "the" shapes more like an oval shape similar to word "feel".

(10)

FONT for 'feel' & 'the' = Zebrawood Standard Fill

FONT for 'heat' = Zebrawood Standard Regular

(11)

FONT for 'feel' & 'the' = Zebrawood Standard Fill

FONT for 'heat' = Zebrawood Standard Regular

There are differences for the first letter of word "feel" and "the", I make changes for a bigger size of those first letters.

(12) Submission;

FONT for 'feel' & 'the' = Zebrawood Standard Fill

FONT for 'heat' = Zebrawood Standard Regular

I also added the logo in.

.....To be continued.....

Feedback: (There is no specific feedback, just a general feedback)

GENERAL FEEDBACK: Everything should be interrelated, 'it's like spiral, whatever you have done previously should be apply later. For steps for the process part, people need to do research in a product 'Tiger Balm'. Then they need to know the history of the product, they need to look up for a similar product, and then lastly do some sketches. For instance, mind mapping by visualized fire, steam, vapour or even heat, need to focus more on the word 'heat'.

Knowledge itself does not enough unless people experiment it, or else it will be other people experience. Logo is a must and for the headlines, word 'feel' and 'the' should complement the word 'heat'.

Reflection:

Experience;

I can say that i have started advertisement that i have seen before, how people play with the font, arrangement of words, colours and a few others, it is not that easy. They are so creative!

Observation;

I am still trying my best to figure out something that outside of the box and something that can be easily understood by people when they read it. Obviously, i wanted to make it look creative and unique.t

Finding;

Honestly, i can say that my sketch was not good, but when I am trying it on the adobe illustrator, it does look better. However, I still need to learn more tips and tricks when using the adobe illustrator, at least it can help me a lot more when designing the headlines. Week 8 is the submission date for the task, so I still have time to make changes and trying to get more ideas later.