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Ian Hunt Digital Media Designer

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Graphic Design – Creative Imaging Part 2

Graphic Design: Creative Imaging Part 2

Following on from my previous research on Poster Design I decided to design my own poster. The original idea for my poster came from a classroom activity in Printmaking where I printed a series of green footprints across card using a preformed shape of a human foot. This seemed to send a very strong environmental message. The visual image of the Green footprints going across the page which in turn got me thinking of the current message of saving the environment through the reduction of your carbon footprint a message which features prominently from Government. This in turn led me to thinking of the Car Scrappage Scheme a Government sponsored scheme which is very prominent in the media today with advertising on Television, Newspapers and the Internet from Government and Car Manufacturers offering to replace your old polluting car for a new low CO2 car and give you a contribution of £2,000 towards the deal.

Looking through a variety of advertisements for the car scrappage scheme I noticed a lack of advertisements’ trying to put across the green message and in fact did not find very many at all which concentrated on the green message, most were from manufacturers pushing their products and relying on the cost savings to get their scrappage deal message across.

I decided that colour usage in the poster would be important in getting my green message across as would the images used for instance pictures of old and new cars as these would also figure prominently in the poster.

I first drew a very basic layout for the poster design deciding on the best positions for the pictures of the cars and the text using coloured pens. I also tried various Text and Picture sizes while deciding on how to get the green message I wanted to get across.

I started with the two photographs, one of an old car with its sharp angles and square shape with old fashioned chrome bumpers, the other photograph of a much more modern car with its sleek aerodynamic shape. The Printmaking activity helped to set the theme here of the Poster as well and so I decided that the cars would have to be manipulated changing the pictures of the cars so that they also looked like they had also been printed. I did this by using the Sketch and Stamp Filters in Photoshop, first by separating the images from their backgrounds and then running the filters in turn to get the final images on the poster. I then changed the colours of the images to green for the new car and red for the old car images to keep the green theme. That is the green coloured car is for the new low polluting car and the old car was coloured red to represent the old and therefore polluting car. I did this by adjusting the images using the Hue and Saturation settings in Photoshop.

My original idea for the poster was for a plain green background to the poster that had say a reduced opacity so as not to overwhelm the text and images, but I instead decided that rather than use a plain green background I would use another scanned in image from the printmaking activity which I called Spawn. This also had a very organic look which worked well when placed behind the images of the cars and text. Using a gradient going from green to transparent kept the green idea but also helped the text at the bottom to stand out. I also used the Hue and Saturation adjustments to get the right shade of green to avoid being too similar to the colour used for the image of the car.

Finally I used a very organic looking Text Font ‘Segoe Print’ which fitted in well with the overall theme of the poster. I first tried a dark brown colour for the text which did not stand out for the background and then a dark green which had a similar effect. I finally decided that white worked best with a shadow to emphasise the text. I used a very large type size for the headline across the top of the poster and smaller size for the subheadings. For the final tag line across the bottom of the poster I used an Arial font to give it a more authoritative look.

In conclusion the poster seems to work well with its green environmental theme and its more organic look when compared to the posters and adverts produced by the car manufacturers. Which seem to have lost the Governments original idea behind the scrappage deal which was to provide an incentive for old and therefore polluting car owners to buy new and therefore low CO2 cars?   The green message has been mainly lost by the car manufacturers and their dealers and instead seems to concentrate mainly on the savings to be had by exchanging an old car for new with £2,000 contribution to the deposit on a new car.

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