6.1 - Final Brochure Design
Below is each page and spread from my final brochure. Through the whole brochure and the process of designing it, I believe I explore moving, adding and removing many elements, some of which are seen in the final design. Overall I wanted the design of my brochure to be largely illustrated oriented and to present a clean and modernist approach, however, while still incorporating a pop of colour to make the brochure more eye-catching.
FRONT COVER:
For my front cover, I wanted it to be rather neutral and detailed. To achieve this I use a sans serif font in the form of Keep Calm on both the title and header. Using this font boldly pops out of the page with the hope that a viewer from afar notices and thus picks up the brochure. Below the text, are two sets of illustrations. The first is the wrapped gift, which uses a pale beige colour as the tone of the wrapping. This colour was specifically chosen as I desperately wanted to avoid illustration your stereotypical wrapped gift e.g. a red and white box with a ribbon. To add some sense of realism to the anonymous gift, I drew lines to resemble the creases and shadows of the wrapping. As a subtle detail from this, I added a tag/card attached to a piece of string. this small detail was done to further emphasize the element of gift giving.
Surrounding the wrapped gift which contents are unknown, are numerous objects and products both sold at my three locations, or could be used in part with these products. They, therefore, represent what could be in the wrapped gift. Noticeably with these smaller illustrations they a composed to have an almost border around the larger and full coloured wrapped gift. This technique was abstractly done to resemble the 'wrapping of gift'. In terms of colour, these small illustrations use only a narrow, navy stroke. This same navy colour is also used in the text that features on this front cover.
The final element on this page is a greyish beige vertical rectangle. This element was added after having done the inside of my booklet as it is an element common throughout the booklet and so I felt it somewhat important to began the brochure my using it.
DISCOVER WELLINGTON:
Below is the first informative spread of my brochure. In this spread, we were given a set amount of text in which we had to use; all in relation to Wellington City. For this spread, because there was so much compulsory text to be displayed, I wanted to orderly display it in order to avoid the reader from being overwhelmed and thus avoid reading the page. To achieve this, I use a three column grid system, a system that is eventually used throughout my entire brochure.
Acting as the focal point for this page, the title 'Discover Wellington' uses the navy blue previously seen on the front cover. This title also sees the reuse of the rectangular filled grey blocks. With these, the 'attach' to each side of the word used in the title and then bleed across to the opposite page. The idea to use the rectangles like this was an early idea that I wanted to do, as I feel that they strongly achieve the technique of transitioning the reader from one page to the next.
To make the page easy to follow, I used headers which are once again used in the Keep Calm font. These headers are coloured in orange, which although rather muted, helps add some sense of colour to the spread.
The first element on the right page of this spread is the location map. This map has since been developed since the previous developments and sees the whole illustration cropped/zoomed in. This was done to avoid making the map to vast and specifically focusing on Central Wellington e.g. Cuba Street and Lambton Quay area. To help the reader locate each of my locations, I use a grey dotted line to attach title of the shop to a circle bullet point whose colour is of familiarity to those present in my chosen product from each shop.
Finally, the key has been added to this spread and aims at providing the reader with a set of symbols used to 'grade' each location and shop on; 1. Gift Range 2. Price 3. Location. Again with this element, the keep calm font has been used in the headers, and also the Avenir Light font which is used in all of my body paragraphs.
ARTS AND CULTURE:
The second somewhat introductory page in this brochure, is about the broad topic of Arts and Culture in Wellinton. Again, this page features a set amount of text that was compulsory as all of it had to be used. This spread is not too disimilair from the previous 'Discover Wellington' in regards to title being position in the top, even so that the horizontal lines between the last page link up correctly. Below the title however is a list of text involving some interesting events and places to go to in Wellington. For the list I again wanted it to be interesting for the reader. To do this, I used the orange font on the headers, and this bit of vivid colour acts as the only bit of colour on this page. In hinsight, I perhaps should have added some more colour.
An area in which colour could have been added, is in the illustration on the right-hand side. This illustration is of the famous flag outside of Fix & Fogg and aims at acting as a visual queue as to what is to come later in the brochure. Below the flag illustration is a body paragraph taking up the width of two columns however only consisting on one. The idea to stretch this body text was done in relation with the above illustration and almost lines up directly with the edge of the wall. This creates the sense of a vertical grid.
FIX AND FOGG:
I chose this location to be used as my first spread as I believe it is the most successful. By successful, I feel as though the fun and cartoony poster illustration of the Peanut Jar and Peanuts works best out of all the illustrations used in my location spreads. I also like the use of blue on the jar's label. It can be noted that this label was in fact changed to the two shades of blue, having previously been the colour red. The decision to change the colours was done in order to keep the brochure consistent and to continue the use of the navy as seen in the previous titles.
I am also quite proud of the simple line drawing at the top of the second page. This is because it sets the scene of a humble and home-made breakfast, an idea that ultimately embodies Fix & Fogg's values.
The colour scheme as seen in all of my locations spreads was decided by the product which was being highlighted. Therefore the title of this spread is in that toned down orange, while the shop's header is in the navy blue - both colours used earlier in the brochure.
PRECINCT35:
The second location is Precinct35. This location was chosen to be the second of the three due to the contrasting and vibrant colour scheme which is largely down to the yellow used on the handle of the tote bag. I like the look of this spread, as the colour scheme of navy, grey, beige and yellow all work well in complementing one another.
To link all the location spreads together with the consistent use of the horizontal lines placed either side of the title's words are positioned at the same point of each page in order to create a smooth transition in the turn of the page.
VESSEL:
My final location spread is about Vessel, the ceramics oriented shop. With this, the whole look, was to go for a clean colour scheme, while still having some sense of 'naturalness' through earthy tones. This desired to reflect the materials used in ceramic making e.g. clay. I feel as though I achieved this through the beige tones in the mug, while also reuse of the orange.
The title for this spread is of the slightly lighter blue which is seen in the star on the mug, as well as being previously used on the label of the Fix and Fogg jar. This shade of blue works better than if it were to be the dark navy as it reinforces the muted colours often present in handmade ceramics.
For the grading key in all three location spreads, the decision was made to right align them rather than left which was done in my previous development. Doing this I feel opened up the negative space of the page and also helps make the key somewhat less important - an area of our brochure which was expected by the lecturers.
BACK PAGE:
For my back page, I wanted it to again be very clean. I therefore only use really element on the page - this being the grey toned rectangular border. This element is similar to the rectangular blocks used throughout brochure and means that the end of the brochure remains cohesive from start to finish.
