The Green Party has a very strong visual identity established which is important but in order to concentrate more on the issue and less on the Green Party itself, this visual identity will need to be presented with less of a focus.
- remove the green
- keep the typeface (Bebas Neue)
- have a caption in the green or white on the poster that matches the other fully branded posters but without the strong associations
- the only association to Green Party could be the placement of the logo discretely at the bottom of the poster
- illustrations/shapes to enhance the image on the poster but in the official green
Increasing target audience design developments
The experimentation on ways in which to discretely represent Green Party started through the use of blocks of colour. The green was drawn over the buildings/points of interest in each of the photos to see if this could one emphasise the fact that the location is Brixton and two discretely represent Green Party. The opacity of the shape was lowered so that the building underneath was not lost to see if this improved the effectiveness of the communication This experimentation has worked out well visually, but the use of text is more likely to communicate the message in a much stronger and instant way.
So that all of the outcomes appear to be part of a series, it seemed important to keep a similar layout, typeface use and overall appearance. Based on the outcomes made that follow the branding guidelines of The Green Party, the banner on the left was kept but the colours were changed so that they were not so obvious and the official logo was made white with the green text. This appeared to be less directly focusing on the visual identity of the political party, but the banner does still have a strong political association which is something that was trying to be avoided.
To develop this design experimentation without the banner would need to be considered and the placement of the logo would also be something to look at as it is still very obvious on the poster itself.
The development continued on to try a different logo which has been placed at the bottom of the page in the centre, in a very small size. The choice to use the colour white instead of green works effectively because once again it has removed the really obvious association to the green party and has allowed for the issue presented to be the main focus.
The development of the tagline for this campaign needed to be explored further and finalised more in order to very effectively communicate what the issue is. It began by looking at existing phrases and quotes based on invisibility, and then variations related to the particular campaign were explored. The one that seems to be most effective was 'make the invisible, visible.'
Taking the type from the banner that is present on the official branding and removing the background seemed to be something that needed to be trialled. It did not work well to communicate the idea in a visually pleasing manner.
Taking the format that is used throughout the majority of the Green Party campaigns, the text was changed to suit this particular campaign and then applied to the poster. This could be something that could work for the part of the campaign that does want to show that it is part of the Green Party and then through the change of colour it could be adapted to suit the more discrete campaign.
The banner at the top left was changed to black and white so that the colour association to Green Party was removed. This works well and by decreasing the size of the logo at the bottom this could work well in areas of people who do not follow Green Party. This more discrete outcome would be published in areas of high conservative, labour etc. members so that the issue can still be considered but not necessarily closely linked to The Green Party instantly.
Feedback:
- needs some association to the green party two releases is not necessary just have the overall concept that the branding identity has been reduced so that the issue will reach a wider target audiene and that this will be achieved through the use of a little less green.
- keep the white tag/banner but make the small bit whih has the word pollution the green, as it emphaises that this is the issue but subtly hints that it is a green party campaign.
The suggestion to include a subtle use of green lead to the development of changing the banner box of the word pollution to the green and then also the official logo at the bottom to also be in the green colour instead of white. This did work but by then changing the logo back to white it ensured that the emphasis was only on the word pollution which would one emphasise the issue, but also subtly hint that it is a green party issue This subtle use of the visual identity will ensure that a larger number of people will engage with the message and then once interesting they can make the association with it being a Green Party issue if they wish to.
Final outcomes:
No comments:
Post a Comment