Studio brief 2: Research task 3

Visual examples

Figure 1 is looking at the clients current advertising, showing that as a company they are ok with using colour as a large element of the visuals. This means that the design ideas that I would be looking at developing would be suitable for the client, but would just have a different importance. This typography on this advertisement is across the models body, drawing the focus to the model. This focus can begin to make the audience feel as though this is the most important factor and that Topshop have decided that this body size will wear the outfit the best. This visual example will inform my design decisions by making sure that I carefully place the typography so that it draws focus to particular elements on the poster that I believe are the most important. 

Virgin America uses colour to portray the experience that a customer should expect to receive when travelling with the company. The logo colours are red and white, but the brand colours are purple and pink which are thought to represent a feeling of luxury, exclusivity, and imaginativeness. Figure 2 shows an example of one of the advertisement posters that Virgin released, successfully showing how important a colour scheme is when trying to portray different expectations to the customers. This research will inform my design treatment by making sure that I decided upon what feelings and qualities need to be portrayed before I decide on the colour scheme that I will use. 

Nikes advertising (Figure 3) uses black to evoke power, quality and seriousness; all qualities you would look for when buying good quality sports equipment. This advert has a solid black background so that the creative treatment of the shoe can be emphasised and become the main focus. The black background also creates an atmosphere of sophistication and elegance, something a lot of sportswear advertising does not have. This has shown the importance of contrast and making sure that the focus is on the part of the advertisement that it needs to be on. For my design I will need to ensure that the coloured patterns that I m creating is the main focus of the advert as this is the part that is portraying to the audience how they should be feeling when wearing the particular style of clothing.

Kenzo is a French luxury house founded in 1970 by Japanese designer Kenzo Takada. The aim of the company is to shake up the 'jungle' world of fashion and go up against the standard expectations of seasonal trends. The use of bold colours and artistic visuals has achieved this, going against the usual 'skinny models on a plain background' visuals commonly seen in fashion advertising. This has informed my design treatment because I have looked at the ways in which I can present the clothing in a way that doesn't rely on the common use of a model, in the attempt to remove any expectations that may be created.

Figure 1

Figure 2

Figure 3

Figure 4