abdul aziz vat final

8/3/2019 Abdul Aziz VAT Final

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VisualArts Task

Abdul Aziz Bin Safudin

S9435873F

Victoria School

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Contents Page 1.Introduction

1.1 Approach1.2 Objectives

1.3Denitions

1.4WaystoreduceCarbonFootprint

2. Research

2.1ModeofTransportation

2.2Locations

2.3CaseStudy:PlantWithPurpose.org 3. Development of Ideas

3.1Theme/Campaign

3.1.1OtherInuences

3.2 Series of Images

3.2.1InitialDrafts(Posters)

3.2.2 Typography

3.2.3FinalDrafts

3.3 Logos

3.3.1InitialDrafts(Logos)

3.3.2FurtherDevelopment

3.4Finalposterswithlogos

4. Evaluation

4.1Commentsbyothers

4.2Concludingwords

5. Bibliography

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1. Introduction1.1 Approach

Question 1:In the role of a designer, research advertising for making a greener environment.

Using this experience, formulate a design proposal for a series of images and logos which can be applied to

transportation systems to carry a message on how to reduce the carbon footprint. For example, cycling, car travel,

public transport, air or sea.

1.2 ObjectivesIn this proposal, I will design a series of images and logos to maximize the impact of the need to reduce carbon

footprint for a greener environment to my target audience.

1.3 Defnitions

What is Carbon Footprint?A carbon footprint is the amount of greenhouse gas emissions, mainly Carbon Dioxide, caused by an organization,

event, person or product. It is the measure of the impact of our activities on the environment, in particular, climate

change. (Source: wikipedia.org)

Why should we reduce our carbon footprint?Our carbon footprint can cause environmental problems that can be detrimental to our future. Carbon dioxide is a

greenhouse gas that causes the greenhouse effect. The greenhouse effect is where ultraviolet rays from the sun aretrapped within the Earths atmosphere, increasing the overall temperature. This can cause climate change and also

extreme weather conditions. (Source: carbonfootprint.com)

1.4 Ways to reduce carbon footprintUnplug it.Unplug appliances that you dont use frequently. Most electronic devices have a standby mode that uses electricity

even when not in use.

Ditch plastic bottled water.Plastic bottled water has a huge carbon footprint it is bottled at one location in small bottles and shipped all over.Buy reusable bottles or canteens for your water. You help reduce your carbon footprint AND save money by not buying

new plastic bottles all the time.

Take a direct fight.If you need to travel by airplane, try taking a direct ight when at all possible. Your carbon footprint is reduced when

you take one ight, as opposed to transiting at different locations, taking two or more ights.

Switch off standby.Leaving your appliances in standby mode wastes electricity, thus increasing carbon emissions.

(Source: Sustainability.publicradio.org)

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2.1 Modes of TransportationI have chosen to advertise my campaign and series of images in public transports as they experience the highest

amount of trafc. The main modes of public transportation in Singapore are buses and trains.

2. Research

Figure 1. Average monthly ridership for buses and trains.

Source: Wikipedia.org

As shown in the above table, it is very clear that trains receive have a higher monthly ridership than buses. As such, Ihave chosen to adapt my series of images to be more suitable to the train systems.

2.2 Target AudienceMy chosen target audiences are mainly teenagers and young adults between the ages of 14 to 24. They are young

and have an impact on the future generations, that is why I wish to reach out to them.

Figure 2.1 Percentage of age groups for buses.

Source: Forbes Research Pte Ltd

Figure 2.2 Percentage of age groups for trains.

Source: Nielsen Media Research

As shown in the charts, young adults make up 22.6% of the daily train passengers. Although buses reach out to a

higher percentage of the 15-24 age group, referring to Figure 1, trains reach out to a higher volume of the 15-24 age

group.

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2.3 Case StudyI have decided to use PlantWithPurpose.org as part

of my case study in researching for green advertising.

Their advertising campaign mainly consists of online

campaigning. The PlantWithPurpose.org campaign

uses various illustrations in their advertising as well as

photographic images.

Their advertisements consists of two colours, green and yellow. Their images are solid and simple. Their concept of

integrating images with text is interesting to me. In addition, photographic and illustrated images can captivate the

audience and convey a stronger message in a better way.

Source: PlantWithPurpose.org

This campaign had much inuence on my designs. I was inspired by their simplicity yet powerful images that were

able to attract my attention. After researching on many campaigns, this was the only one that managed to keep me on

their website for more than a minute, which tells me that it is effective.

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3. Development

of Ideas3.1 Theme/CampaignThe main message, based on my research, I would like to convey to my audience is that they can make a bigdifference by changing little habits. I would like to invite my audience to take theirFirst Steps in reducing their carbonfootprint. First Steps also has a double meaning, with reference to carbon footprints.

3.1.1 Other InuencesOne of my inuences for my design is Manulife Financials

advertisements. Their advertisements are very simple with a clean

design. Their ads consist of mainly two colours: white and green.Their

design has very few text, making it easier to convey their message. Ithas a direct and straightforward way of advertising which very much

appeals to most of their target audience.

Another key inuence in my designs is

SilkPro. Their series of images contains

a similar trait throughout. Their images

consists of a single image with different

colours for each image to showcase their

different products.By doing this, the audience

can clearly recognise that each of those

images belongs to a series.

Source: Photos on this page are taken by candidate.

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3.2.1 Initial Drafts (Posters)The two images below are my rst attempt at implementing the various aspects from my inuences. I have decided to

use a single illustrated image to represent the message I was intending to convey for each image.

The above drafts have a distinct identity. I intend to ensure that there is a similar trait in my other posters as it is a

series of images.

3.2 Series of ImagesThis segment will go through the various stages and decisions made when designing the series of images.

3.1.2 LocationsTwo main areas that I will place my series of images are at the doors of the train stations (Figure 3.1) and also along

the travelators between stations (Figure 3.2). These areas are high trafc areas that will reach out to the majority of

train passengers.

Figure 3.1 Station doors.

Source: Photos taken by candidate

Figure 3.2 Travelators.

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3.2.2 TypographyA great deal of thought and effort went into choosing the fonts

to be used in my posters. I wanted to select a font that was both

light-hearted but suitable for my target audience. The fonts also

had to integrate into my posters well. The subtle differences in

each font, can make a big difference in the impact of each image.

Minimal SF & Bool MoranOne of my rst few choices for

a font is the Minimal SF and

Bool Moran. Its uid and seems

like a suitable font to represent

the poster. However, it does not

integrate well into the poster nor

does it provide emphasis for my

image.

Gill Sans MTThe Gill Sans MT seemed to

be the most suitable font to

represent the image. It conveyed

a serious message to the

audience and it can provide

emphasis to certain parts of my

message with the bold version of

this font.

Gill Sans MT is also

suitable for my otherposters.

Minimal SF

Bool Moran

Gill Sans MT with the word Plastic in regular.

Gill Sans MT with the word Plastic in bold.

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3.2.2 Stylized ImagesI have decided to stylize my images used in the poster. The following are the different styles and lters Ive applied to

my images.

Crosshatching Spatter Glass Effect Poster Edge Cutout

Crosshatching Spatter Glass Effect

Poster Edge Cutout

I chose to apply the cutout style because it was the most suitable style. Other styles like spatter may work with the

bottle, but doesnt t with the plug image. The cutout style is suitable because it retains the shape and colour of the

pictures and yet provides an unreal effect to the image.

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3.2.3

Im

provedDrafts

Thesearethe

inproveddesignsofmyposters.I

decidedtoaddtheCO2asparto

f

myposterasI

realisedthatmyposterlackedthe

CarbonFootprintthema

ndmes-

sageitwasme

anttoconvey.

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3.3 LogosMy goal when designing the logo is for it to both symbolise the objectives campaign and also represent Singapore in

some way. Singaporeans may be able to relate well to the campaign if local elements are visible.

3.3.1 Initial Drafts (Logos)Vanda Miss JoaquimOne of my initial inuence for the logo is Vanda Miss Joaquim. It is the national ower of Singapore.

Singaporeans can easily relate to it because the Vanda Miss Joaquim is an orchid which are common in thiscountry. It represents both nature and our country.

The dark area of the

orchid symbolises

how the world is

disintegrating due toour carbon emissions.

Singapores SkylineAnother idea for my logo was to integrate our skylineinto my logo. Below are some sketches of my initial

ideas for my skyline logos.

Here I literally fused the silhouette of the

skyline into a leaf, symbolising the nature

beneath the carbon producing city.

This sketch was intended to be a line of

smoke being emitted, signifying that our

nation is in peril, producing carbon dioxide.

Figure 4. Singapores skyline.

Source: theonlinecitizen.com

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3.3.2 Further DevelopmentI decided to pursue the smoke outline design to develop into a fully-edge logo.

Below are some experimental samples of

logos I made. They are basically the same,

consisting of the skyline outline and a cir-

cular boundary. I experimented with various

colours and text positions. The goal when I

was designing this logo was to both appealto my target audience and also integrate

well in the series of posters.

In order to achieve these goals, I decided to

design my logo systematically.

The most basic and raw form of my

logo. It lacks the ability to convey

the theme of Green Environment.

I lled the logo with solid colours

as I realised the logo was empty

and was unrecognisable when seen

from far.

Changed the colour of the text, to

represent the 3 main colours of my

3 posters. Similar to the primary

colours.

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3.4 Final posters with logos

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4. Evaluation

The posters are simple and professional. It delivers the message clearly and is easily understood by the audience.However, it doesnt tell the audience of the effect and the consequence. The poster is not full informative as it lacks

providing the audience the effect and consequences.

I realise that my poster lacked information due to its simplicity. It was a sacrice I took in order to maintain its

effectiveness in delivering my message. I did not want to bore my audience with long strings of information especially

if they are chasing the train. One of my goals in designing this poster was to deliver a message on how to reduce

carbon footprint, and displaying the effects and consequences was not part of my goal. However I may consider

implementing it in another series of images if I had the time to do so.

Self Evaluation

I felt that this project was a success and failure in different aspects. I was able to execute my design plans according

to my objectives and I did it in a systematic way to prevent myself from deviating from my goals.

5. Bibliography

4.1 Comments by others

4.2 Concluding Words

The logo looks very minimalistic, mirroring the concept of the poster, which was good. However, the logo may lack in

representing carbon footprints.

WordCount:1,613

1.3

-http://en.wikipedia.org/wiki/Carbon_footprint

-http://www.carbonfootprint.com/carbonfootprint.html

1.4

-http://sustainability.publicradio.org/consumed/tips.html

Figure 2.1 and 2.2

-http://www.smrt.com.sg/advertising_leasing/smrtmedia/media_train.asp

2.3

-http://www.plantwithpurpose.org

Figure 4

-http://theonlinecitizen.com/2011/02/whats-wrong-with-the-current-singapore-growth-model/

Plastic Bottle Image

http://www.hoax-slayer.com/plastic-bottles-cancer.html

Any image not credited belongs to the candidate.

abdul aziz vat final

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