I have been signing up with the same group of people for the past few crits. They are all print based and have seen the gradual development of my work. We have had a good dialogue and all engage well together. This results in good honest feedback that we take as professional advice rather that a group of friends. Our tone of voice is direct and aware of other implications that may have affected where we are at.
The Good feedback was:
· The layouts are solid, especially the bold pages. The message really hits home in a fairly commercial clear way, but still has intelligent design. The main body copy pages are neat and orderly, creating a clear contrast between the more in depth information and the bold general informative pages. This is something I was aiming to achieve as some people at the event would want to read all the information and all the figures, while some will just need an overview on which to base their own opinions. Such is the nature of a debate.
· The colour is relevant, in that it is not explicitly a natural colour, but does clearly have connotations of water and sky, who of the main issues discussed within the event. However this idea of water and sky may need to be embellished. I will consider using imagery to help push this along. Recent research into a case study has brought about the idea that I should let go of the aesthetic of minimalism in order to communicate more coherently with my audience.
· The balance of the publication was good, a dynamic mix up of bold and informative pages. I am glad I succeeded here as this is what makes publications interesting.
· The flier is very successful, the format makes the information accessible and engaging to read. Also the cover is conceptually strong with the concept of asking questions. Can / Cún & Can we agree on funds. However like the publication and the poster the use of imagery may make it more accessible in terms of a continuity across the range.
Bad Feedback:
· While the poster was neatly layed out with a solid understanding of hierarchy and grids it lacked identity and play. Something that is important when engaging the public. At present it is more design for design sake, with a concept generally backing up the design but not being engaging enough for its target audience.
· The flier could be more interesting, not in term of layout but in the application of imagery and possibly more than one colour. However I am keen to keep it just one colour as well as a dark grey for the text. As it is a piece of work about environmental awareness it seems obvious not to go crazy with multiple images.
· The invitation is too big and ungainly. I knew this already, I jut couldn’t get the size right, however I think I have cracked that now. Basically it needs to be half the size. The fold is simple but is consistent in concept with the flier. This should also be applied to the banner and further promotion.
· The serif typeface is too sharp and contrasting with the Franchise bold sans serif face. So I will consider an alternative or getting rid of it all together. I do not want to loose it completely as it helps add the air of intellectual debate which is key to targeting the appropriate audience.
So there is a fair bit to consider now, but a day or two in de-directing the concept and making it more clear for the audience will be fruitful.
Main considerations are: Colour, Typeface Choice, Format, Deliverables.
