After hitting a wall with the design element of this project I decided to tackle it from a new angle. I was originally using Illustrator so that I could easily illustrate it. I decided to change to Indesign so that I could use a grid a lot easier as this was one of the main things I was struggling with. After I put it into Indesign I found it a lot easier to work with and soon realised that the design I had previously created wasn't that great.
I was really struggling to get the clouds to work with the logo, I then had the revelation that the design didn't really need or want clouds. It wants to depict a glorious, sunny day not overcast. Removing the clouds made the background very light. I added a gradient so that it would blend into a more vibrant 'summers day' blue. The vibrancy added really pushes the land into the back, the logo clashes with the stronger background.
Using Fibonacci's Golden Ratio means that everything has been positioned in the correct places.
The picture above is Dartmoor, a moor in Devon. The range of green tones and shades creates a great colour palette to use to increase the packagings vibrancy and energy. The colours need to be right, they need to be full of energy and look refreshing as this is how the product should make them feel. In my essay one of the points I wrote about was how colour needs to reflect the product and provoke a certain emotion. In this case, the product needs to make the customer feel revitalised.
The golden ratio can also be found in the composition of the moors. The path leads directly to the centre of the page, the leads the viewers eyes towards the logo and also into the distance. Both sheep facing in keep the viewers eyes looking in the centre of the design rather than fading off the box.
I really wanted to add the purple again. Purple is the colour of luxury, kind of ironic in this case as air is everywhere although I suppose it would be a luxury if you were willing to buy it! The colour also grounds the whole image by providing a focal point, emphasising the logo. The white on purple provides a good contrast which helps the logo to stand out further.
The font Helsinki is bold and clear. Its not quite perfect shapes give it a friendlier, less formal appeal.
Putting the type in another purple band becomes very overwhelming on the page. It darkens all the colours and the design looses its 'airy' feel.
Hard to read and very illegible. This doesn't work well at all.
Again the use of purple again is too much. However perhaps the type works better in Helsinki than JennySue.
The design was still missing something. It didn't stand out enough. To combat this I added an inner white rim to the purple box to help break up the amount of solid purple. The logo has also been dramatically thickened. It is now a lot clearer, the larger amount of white is a lot more eye catching.
The type '100% Locally Sourced' has been curved around the bottom of the purple banner. This now fits a lot better, before it looked out of place where ever it was positioned.
This is the finished box front, I may still edit the closet green so that it picks up the overall colours.
The final design has been uplifted by increasing the saturation and vibrancy of the colours to create a more idyllic setting. The graphics have been kept simple so that the centre of attention is the logo. By not using any white apart from the logo it means the logo comes to the forefront as it is a lot brighter. The path leads the viewers eyes into the centre of the page, keeping their attention. The Golden Ratio has been used throughout designing this back, it has really helped to keep everything in line and has made sure the viewers eye is not lead off the box design.
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