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UNIVERSITY OF NAIROBI

FACULTY OF SCHOOL OF ARTS AND DESIGN

A REPORT COMPILED BY

NGAO SIDNEY MWAI

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APPLICATION OF AFRICAN AESTHETICS AND TYPOGRAPHICAL PRINCIPLES

IN THE RE-BRANDING OF AQUARIUM BAR AND RESTAURANT IN NAIROBI.

BY

SIDNEY MWAI NGAO

B05/29088/2009

A RESEARCH PAPER SUBMITTED IN PARTIAL FULLFILLMENT OF THE DEGREE OF

B.A.DESIGN

SCHOOL OF ARTS AND DESIGN

UNIVERSITY OF NAIROBI

FEBRUARY 2013

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Declaration

I declare that this research paper is my original work and has not been presented for the award of

ant degree in another university

Signed …………………………………….

Date ………………………………………

SIDNEY MWAI NGAO

This project is submitted as a partial fulfillment of the University Examination for the award of

the degree of Bachelor of Arts and Design at the University of Nairobi.

Signed …………………………………….

Date ………………………………………

SUPERVISOR: MR. MURIETHI KINYUA

Signed …………………………………….

Date ………………………………………

SUPERVISOR: MR. MUTUNE GITAU

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Dedication

To my family for all your support - financially, academically and spiritually – just to ensure I

achieve academic excellence.

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ACKNOWLEDGEMENT

I acknowledge the almighty God for granting me health, energy, knowledge and for seeing me

through the entire course timeline. May your name be glorified. I must thank my mom, my

brothers Rodney and Nzomo and my sister Martha; I thank you for supporting me so steadfastly

throughout the entire 4 years.

The preparation of this dissertation benefited from the invaluable contributions of a core team. I

would like to acknowledge Mrs. Lilac Osanjo, Mr. Mureithi Kinyua and Mr. Mutune Gitau

thanks for your great insights, and the entire teaching staff. To my friends, Dan, Innocent,

Barney and Martin, thank you for your intuitions and inspirations.

Finally, I would like to honor my grand mom; words cannot express how much I miss you and

how much you have inspired my work.

I thank you all

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TABLE OF CONTENTS

CHAPTER ONE

1.0 Introduction .......................................................................................................................... 9

1.1 Background of the study ................................................................................................................... 10

1.2 Overview of this chapter ................................................................................................................... 11

1.3 Definition of Terms ........................................................................................................................... 11

1.4 Background of the problem............................................................................................................... 12

1.5 Statement of the problem .................................................................................................................. 12

1.6 Objectives of the study ...................................................................................................................... 12

1.7 Research Questions ........................................................................................................................... 13

1.8 Justification of the study ................................................................................................................... 13

1.9 Scope ................................................................................................................................................. 13

CHAPTER TWO ..................................................................................................................... 15

2.0LITERATURE REVIEW ............................................................................................................... 15

2.1 Introduction ..................................................................................................................................... 15

2.2 Graphic Design ................................................................................................................................. 15

2.2.1 Minimalism in Graphic Design .................................................................................................. 17

2.2.2 Digital Art in Graphic Design .................................................................................................... 18

2.2.3 African digital art ....................................................................................................................... 20

Afrikan Alphabets ............................................................................................................................... 21

2.3 African aesthetics .............................................................................................................................. 22

2.4.2 Color theory ............................................................................................................................... 25

2.5 Negative design (negative space) ...................................................................................................... 27

2.6 Sustainable Graphic Design .............................................................................................................. 28

2.7 Corporate Identity ............................................................................................................................. 29

2.7.1 Logo ........................................................................................................................................... 30

2.7.2 Slogans ....................................................................................................................................... 33

2.7.3 Corporate identity for bars and restaurants ................................................................................ 33

2.8 Marketing and Advertising ............................................................................................................... 34

2.9 Advertising ........................................................................................................................................ 34

2.9.1 Objectives of Advertising .......................................................................................................... 35

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2.9.2 Advertising Media ..................................................................................................................... 36

2.9.3 People and Advertising .............................................................................................................. 38

2.10 Packaging ........................................................................................................................................ 38

2.10.1 Materials used .......................................................................................................................... 39

2.10.2 Packaging used in bars and restaurants .................................................................................... 40

2.11 Photography .................................................................................................................................... 40

2.11.1 Photography as communication tool ........................................................................................ 40

2.11.2 Photography as art .................................................................................................................... 42

2.11.3 Black and white Photography .................................................................................................. 43

2.11.4 Photography in the Bauhaus era ............................................................................................... 44

CHAPTER THREE .............................................................................................................................. 49

3.0 RESEARCH DESIGN AND METHODOLOGY ........................................................................ 49

3.1 Introduction ................................................................................................................................. 49

3.2 Research design ................................................................................................................................ 49

3.3 Research Approach ........................................................................................................................... 49

3.4 Population and sample ...................................................................................................................... 50

3.5 Data collection .................................................................................................................................. 51

3.6 Data analysis ..................................................................................................................................... 54

3.7 Data presentation .............................................................................................................................. 54

3.8 Limitations ........................................................................................................................................ 55

CHAPTER 4 ............................................................................................................................. 56

4.0Analysis of Findings ......................................................................................................................... 56

4.1 Analysis and evaluation .................................................................................................................... 56

4.2 Problem Analysis .............................................................................................................................. 56

4.2.1 Corporate identity Problems ...................................................................................................... 58

4.2.2 Advertising Problems ................................................................................................................. 58

African style is seen on the walls by the “zebra stripes” illustrations................................................. 59

4.2.3 Packaging Problems ................................................................................................................... 60

4.2.4 Photography Problems ............................................................................................................... 60

4.3 Response Patterns and Findings ........................................................................................................ 60

Demographic Information ....................................................................................................................... 61

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Corporate Identity ................................................................................................................................... 63

Advertising .............................................................................................................................................. 64

Color combination .................................................................................................................................. 65

Photography preference .......................................................................................................................... 66

4.4 Analysis and Evaluation.................................................................................................................... 67

CHAPTER 5 .............................................................................................................................. 68

5.0 Recommendations and Conclusions ................................................................................................. 68

Conclusion and Implications ...................................................................................................... 70

BIBLIOGRAPHY...................................................................................................................... 72

APPENDICES .......................................................................................................................... 75

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CHAPTER 1

1.0 Introduction

Graphic Design (Visual Communication or Communication Design) focuses on visual

communication and presentation. Graphic design combines words, symbols, and images to create

a visual representation of ideas and messages.

Visual communication is communication through visual aid and it is described as conveyance

of ideas and information in forms that can be read or looked upon. In part or whole, it relies on

vision and it is primarily presented or expressed with two-dimensional images. It includes signs,

typography, drawing, graphic design, illustration, colour and electronic resources.

Graphic design in general relies on typography, visual arts and page layout techniques to produce

the final result. The communication therefore is created and the products generated. Graphic

design elements comprises of four major areas of application: advertising, packaging, corporate

identity and photography. All of these areas must be carefully considered when creating any kind

of graphic design. Modernistic graphic design emphasizes on clean and minimal design. This

was characterized by the use of clean typography, simple forms, minimal colour and the use of

the trademark grid.

African aesthetics (Cultural insights) through the lenses of graphic design are integral to a

broader understanding how graphic design works within a specific culture. Culture and graphic

design have strong influences on one another. Good graphic design must be defined by

appropriateness to audience and goals, and by its effectiveness in communication of ideas.

A powerful tool for business, graphic design is really not an expense. It is an investment – not

only in looking good, but in the success of your business. The company image is the only thing

potential buyers can connect with. A graphic designer makes sure the impression of the company

he is making is the right one. Every company in the world has some sort of graphic design

involved within their company. Whether it is the brochure that you’re picking up from the store,

the menu you look at when ordering dinner or the post card you got in the mail promoting your

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casino free slot plays. It is everywhere. And all companies cannot live and function without us.

It has been proven in the past that the more you advertise the more you get in return. And it has

also been proved that if you stop advertising no matter how big of a company you have or how

well known your company is that you will slowly see a decrease in sales.

1.1 Background of the study

Aquarium bar and restaurant is alongside the Aquarium Guest House and together under the

name Aquarium Guest Resort in westlands. It is a spacious sixty-seater garden whereby guests

from the guest house can enjoy having breakfast. It is conveniently located in a leafy suburb of

Nairobi's safe heavens, five minutes drive from the city centre along the westlands Road and

sandwiched between CFC Bank and the Standard Bank headquarters in the neighborhood of

African union regional office.

The dining facility also serves an Ala-carte of continental and African menu for lunches and

dinners. Here guests can have their favourite food meals done to perfection by our experienced

house Chefs or sample out a sumptuous chef’s specialty for the day at reasonable prices.

Clients need not to worry about security associated with many cosmopolitan cities.

Aquarium Guest Resort - Westlands has a perimeter stone wall by design not only for security

enhancement but also for privacy and is a truly safe haven for guests who value privacy and want

to get out of the public eye and be on their own world for some time. There is always amble

secure parking to all our clients.

The research design was mainly both qualitative and quantitative with use of questionnaires and

interviews in gathering of information. Qualitative methods such as observations and surveys

were used. Population samples were drawn from staff, customers and other graphic designers

who are familiar with the research.

Data was analyzed and presented as charts and graphs. Recommendations are presented in two

ways: narrative and descriptive. Photography was used to complement the descriptive method

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1.2 Overview of this chapter

In this chapter, the research problem is introduced. Objectives and main research questions are

also stated. The researcher also aims to elaborate the significance of carrying out the research

through justifications and stating the purpose of the study.

1.3 Definition of Terms

Aquarium

It is a specially designed device that acts as an artificial habitat for water-dwelling animals i.e.

amphibians or large marine mammals.

Aquaria are a building containing such tanks for exhibit.

Bar

It is a retail business establishment that severs alcoholic drinks- beer, wine liquor and cocktails

for consumption on the premises. They provide stools or chairs that are placed at tables or

counters for their patrons. Bars that provide entertainment or live music are referred to as music

bars or nightclubs

Restaurant

It is an establishment which prepares and serves food and drink to customers in return for money

either paid before the meal, after the meal or with a running tab.

African cuisine

It is a generalized term collectively referring to the cuisines of Africa. Cuisine is a style of

cooking practices and traditions, often associated with a specific culture. Cuisines are often

named after the geographical areas or regions that they originate from.

A cuisine is primarily influenced by the ingredients available locally or through trade.

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1.4 Background of the problem

For any company to be successful there should be appropriate promotional strategies in order to

communicate the company’s products to its consumers. The corporate identity of the company

there by has to be raised to a level marching the company's products. This is achieved through

branding. The company in its capacity has to be branded and various marketing strategies have

been embraced to sell the brand. The café still has a chance to experiment and further explore

areas in graphic design to boost its brand identity.

Aquarium is sitting on a sixty-seater garden covered by a tent-like structure as the roofing. The

interior of the place is in orange and decorated with brown zebra-like stripes on the walls. On a

good day the restaurant can host 60 to 65 customers. Since it is in Westlands it happens to face

stiff competition from other bar and restaurants like Havana bar and restaurant, Toona bar and

restaurant and Vineyard wine bar and restaurant.

1.5 Statement of the problem

Aquarium has not applied the use of African aesthetics and typography well and this also affects

the market strategy of the company in terms of advertising it in the market. The typography used

and color combination has not been properly applied in advertising the restaurant. There is some

element of African iconography used on the walls of the restaurant but with the color used, it

does not seem to match.

1.6 Objectives of the study

To investigate the current African aesthetic, typography and colours used in the Aquarium bar

and restaurant.

To examine the advertising methods implemented by the bar and restaurant.

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To determine how photography and packaging can be applied to improve the restaurant design.

To propose graphic design solutions that will include advertising, packaging, corporate identity

and photography as part of bar and restaurant’s graphic design.

1.7 Research Questions

What is the current Aquarium bar and restaurant design?

Which advertising methods have been implemented by the bar and restaurant?

How can African aesthetics, color and typography be applied as part of the bar and restaurant’s

graphic design?

1.8 Justification of the study

The earlier researcher (designer) did not fully grasp the concept of the bar and restaurant as he

was unable to combine the African aesthetic (zebra-stripes) with the colour and overall typeface

used in the logo design, posters, the menu and its rebranding in general.

This research aims to correct this situation. Minimalistic design has also not been researched on

extensively according to previous researches.

1.9 Scope

Advertising is the non personal communication of information usually paid for and usually

persuasive in nature about products, services or ideas by identified sponsors through the various

media. Advertising often uses graphic design in its final communications.

Typically advertising answers foremost to the idea and communication where as Graphic Design

answers to the visual appearance/ art of a piece. So far that is what is happening in the city of

Nairobi whereby everywhere and everything represent graphic design in some sort so I decide to

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limit my scope to Nairobi city only. The geographical scope of the area is within the city centre

at the heart of Westlands area and its services that are offered favour people within the city

centre so my aim is to constrain my designs and inspirations within the city centre.

Visits will be carried out to other cafes and restaurants surrounding the bar and restaurant.

The study will incorporate the staff and several customers of the restaurant, with questionnaires

and interviews being carried out.

Students from the University of Nairobi will also be incorporated into the research.

Additional information will be garnered from secondary sources: libraries, Internet and previous

research papers.

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CHAPTER TWO

2.0LITERATURE REVIEW

2.1 Introduction

Design is communication and it involves a design process. The purpose of a design is not to

make it look excellent but to convey or put across a message. In this chapter, the researcher

looked at the various graphic design theories and principles.

The researcher also looked at graphic design exemplars such as the Bauhaus and the Swiss

international style. The relationship between culture and graphic design was also touched on

during the research. The four disciplines of graphic design are also discussed in this chapter.

The sources of information for the researcher included the A.D.D library, students’ research

project papers both local and international, magazines and the Internet. Additional information

was derived from recorded interviews, design blogs, videos and documentaries. The timeline of

information ranged from as year1994 to 2012.

My literature review involves the use of three aspects/concepts/philosophies that I will use in my

area of study and they include; African aesthetics, typographical principles and negative

design (negative space)

2.2 Graphic Design

Graphics is from the Greek word graphikos meaning visual presentations on some surface, such

as a wall, canvas, computer screen, paper, or stone to brand, inform, illustrate or entertain.

Design is a transitive verb which means to create, fashion, or construct according to plan. On the

other hand, it can mean a drawing, pattern or sketch of something.

Graphic Design therefore, is a creative process. Designers often find that they must defend the

values of aesthetics and functionality that they are trained to bring to the design process.

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Graphic Design can also refer to a number of artistic and professional disciplines that focus on

visual communication and presentation. Various methods are used to create and combine words,

symbols and images to create a visual representation of ideas and messages. The use of

typography, visual arts and page layout techniques may be employed to produce the final result.

The essence of Graphic Design is to give order to information, forms, ideas, expressions and

feelings to artifacts that document human experience (Meggs, 1983)

Graphics can be used in identification (logos and branding), web sites, publications (books,

newspapers, magazines etc), advertisements and packaging.

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2.2.1 Minimalism in Graphic Design

Minimalism describes movements in various forms of art and design, especially visual art and

music, where the work is set out to expose the essence, essentials or identity of a subject through

eliminating all non-essential forms, features or concepts.

Minimal art is known for its simplicity in both form and content, where individual expression is

isolated in order to achieve effective minimal art. Minimalism emerged as a movement in the

1950s and continued all throughout the 1960′s and 1970′s. In recent times, it is flourishing all

over the art industries, especially the graphic design industry. The purpose of minimalism is

basically to allow the viewers or the audience to experience the artwork more intensely without

all the distractions of the composition, the theme or the organization (Krimly, 2011)

Minimalism in design has been around for some time, and today it seems to be a welcome

alternative to overly busy and unnecessarily cluttered websites, posters, ads, and logos. For those

new to this art form, the concept of minimalism is mostly concerned with stripping away excess

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and strategically placing remaining elements. The result can be a calming, yet powerful design

that is streamlined to convey its message.

Color, layout, white space, graphics and typography all play an important role in minimalism.

Below we look at these principles of design and how they relate to minimalism (Hornor, 2011)

Color Choices - mainly compose of plain colours. In minimalist design, color choice is strategic

and the amount of colors used, should be kept to a minimum. Black, grey and white are the most

powerful colors and allow for a single accent color to have a greater impact. All colors are

acceptable if they are used properly; however, the colors with the greatest contrast are generally

used together.

Effective Layout- is enforced through the grid system of graphic design. Minimalistic layout is

especially challenging because every element with which you are working, is essential. Content

for websites and posters should be laid out in such a way that the viewer could find what they

need without much thought. In other words, the page should make sense. This is done through

the use of grids.

Graphics and imaging used in minimalistic design are usually intentional and well planned. The

use of images in minimalism is very intentional. Designers choose graphics for their

effectiveness and in minimalist design use them when the image is more effective than a written

message. Graphics should be used sparingly and strategically, and should be relevant to the

topic.

2.2.2 Digital Art in Graphic Design

Digital art is a general term for a range of artistic works and practices that use digital technology

as an essential part of the creative and/or presentation process. Since the 1970s, various names

have been used to describe the process including computer art and multimedia art, and digital art

is itself placed under the larger umbrella term new media art.

The impact of digital technology has transformed traditional activities such as painting, drawing

and sculpture, while new forms, such as net art, digital installation art, and virtual reality, have

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become recognized artistic practices. More generally the term digital artist is used to describe an

artist who makes use of digital technologies in the production of art. In an expanded sense,

"digital art" is a term applied to contemporary art that uses the methods of mass production or

digital media.

The techniques of digital art are used extensively by the mainstream media in advertisements,

and by film-makers to produce special effects. Digital art can be purely computer-generated

(such as fractals and algorithmic art) or taken from other sources, such as scanned photographs

or an image drawn using vector graphics software using a mouse or graphics tablet. Though

technically the term may be applied to art done using other media or processes and merely

scanned in, it is usually reserved for art that has been non-trivially modified by a computing

process (such as a computer program, microcontroller or any electronic system capable of

interpreting an input to create an output); digitized text data and raw audio and video recordings

are not usually considered digital art in themselves, but can be part of the larger project of

computer art and information art.

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Artworks are considered digital painting when created in similar fashion to non-digital paintings

but using software on a computer platform and digitally outputting the resulting image as painted

on canvas.

2.2.3 African digital art

Saki Mafundikwa (Zimbabwean graphic designer)

Saki Mafundikwa is a Zimbabwean graphic artist that has influenced typography and graphic

design all around the world. Educated with a Masters of Fine Art at Yale and a BA in

Telecommunications and Fine Arts at Indiana University, he left the United States to return to

Zimbabwe to found the first school of graphic design and new media.

Mafundikwa was moved to draw from an early age. Using a stick, he illustrated on every surface

he could find—on the ground, in the sand, even tattooing his thighs and arms. He loved drawing

letters in particular. Though he had not yet heard of printing and thought typeset words were

done by hand, his aim as a child was to make letterforms as good as those he saw in books.

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Afrikan Alphabets

Mafundikwa published the book Afrikan Alphabets, a history of African scripts and typography.

This book is an illuminating and rare look at indigenous African graphic art tracing all the way

back to ancient Egypt. This ‘Story of Writing in African’ is one that every African designer

should have on their bookshelf. It is a culmination of 20 years of research in to the collective

writing and graphical representation of African history.

Mistari (Line and Circle) designed by Martin Mirucah, Kenya

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Kukumbila Kunyata (Drinking is bad for you) designed by Pascoal Mbundi, Mozambique

2.3 African aesthetics

According to Godfrey Ozumba, African aesthetics is the African way of appreciating nature,

creating aesthetic objects, evaluating and improving on nature’s raw aesthetic materials for their

overall improvement of their well being hinged on man’s multi-layered relationship that is in

tune with God, nature, spirit and ancestors, plants and animals, the seen and the unseen.

In African art, aesthetics is a term used to sum up the characteristics and elements clearly present

in all arts objects. These elements include, for example, the resemblance of sculptures to human

beings, the luminosity or smoothness of an objects surface, the youthful appearance of

sculptures, and the way sculptures portray a reserved or composed demeanor. Similarly, in

Western art aesthetics is also the term used to sum up the search for beauty, balance, proportion

and conscientious use of materials, in order to achieve good craftsmanship in art objects.

(Bromer, Gerald F. Discovering Art History, 1981.)

African aesthetics generally has a moral basis, as indicated by the fact that in many African

languages the same word means "beautiful" and "good." It is consistent with the use and

meaning of African art that it should be both beautiful and good, because it is intended not only

to please the eye but to uphold moral values. The ethical and religious basis of African art may

explain why the principal subject is the human figure; African art often appears in ritual contexts

that deal with the vital moral and spiritual concerns of the human condition.

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Africa has more than two thousand languages, representing several thousand cultures, each with

its own system of logic. No single aesthetic philosophy characterizes the continent, and any

concept of a coherent "Africa" is arbitrary, given such extraordinary diversity. Furthermore, a

given culture may possess several aesthetic discourses, as may any artistic genre. Globalization

complicates matters even more, for one cannot discuss the aesthetics of contemporary African

artists without considering transnational paradigms and hybrid visions. African Aesthetics is a

local aspect in cooperated company that aims at improving the aesthetics value of your lives by

suggesting functional and aesthetically pleasing gift items , all with an African touch to it.

One can appreciate African art most by regarding it as generally intuitive and symbolic. People

created these works to secure a relationship between themselves and unknown forces. African art

springs from a thought process unfamiliar to the Western world

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2.4 Principles of typography

For most people, typography is simply about arranging a familiar set of shapes to make words,

sentences, and paragraphs. Having the ability to set type with only a few strokes on a keyboard

has allowed us to forget about the creative and artistic possibilities of this medium. (Jason

Beaird 2007 )

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2.4.2 Color theory

Color theory is a science in itself. Studying how colors affect different people, either individually

or as a group, is something some people build their careers on. Something as simple as changing

the exact hue or saturation of a color can evoke a completely different feeling. Cultural

differences mean that something that’s happy and uplifting in one country can be depressing in

another.

Color is a subjective experience; it is a mental sensation, a reaction of our brain. We say that an

orange is 'orange'. But is it really orange? How do we know? We cannot get outside of our eyes

or brain to find out, but we do know that when the sun or light disappears; color vanishes. We

take colors for granted. It's only when we are actually drawing or painting that we realize how

much value color brings to our daily life. To learn about color, you first need to understand the

structure of color. A color wheel shows us how color is structured. We start with the three

primary hues: yellow, red and blue. These are the basic building blocks of color. Next we have

the three secondary hues: orange, violet and green. Then follows the third generation or third

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level: yellow-orange, red-orange, red-violet, blue-violet, blue-green, and yellow-green.

Sometimes finding the right color combinations can be really hard, especially if you have to start

a project from scratch. If your client already has a logo, a house-style or branding guidelines, you

have a starting point. But if it’s your job to design that house-style, the first thing you should do

is decide which style the logo should reflect. And with style come typefaces and colors.

To define the colors for my project, I have to choose a set of colors that fits with my client's

logo. The overall use of too many colors could result in chaotic and unintended effects. It can get

your design totally out of balance. In other words, it will lose its style and personality.

Colors are an element of design that people react to on a visceral level. Often, people don't

realize they are reacting to it. For example, hospitals dress their nurses in light blues and pale

pinks. This is because these are calming, soothing colors, and upset patients relax a little in their

presence. (Kyrnin, 2011)

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The cultural basis for color symbolism can be very powerful, and it required that designers

understand what they're saying with their colors. This is a good basis for the determination of

colour schemes.

2.5 Negative design (negative space)

Whether it’s a logo, a magazine page, or a website, sometimes the things you don’t design are

more powerful than the things you do. This is often achieved by the use of negative space. In this

article, we’ll teach you what negative space is, how it works, and what benefits it can add to your

own designs along with some examples to help you along the way. When composing a piece of

artwork, we generally work with three elements: the frame, the positive space, and the negative

space (also called white space). The frame is the bounding size of the artwork, the positive space

is the subject, and the negative space is the empty space around the subject.

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Negative space helps define a subject, so subjectively speaking, negative space works when

there’s a balance between the positive and negative spaces. Negative space also works when it

draws the viewer’s eye into the subject at hand. If you work with negative spaces rather than on

the subject (positive space), you’ll often end up with a more accurate and aesthetically pleasing

design and balanced composition.

2.6 Sustainable Graphic Design

Sustainable design is the philosophy of designing physical objects to comply with the principles

of economic, social, and ecological sustainability. Its intention is to "eliminate negative

environmental impact completely through skillful, sensitive design". (McLennan, 2004)

Victor Papanek related the ecological awareness to the design process and urges radical design

solutions that are mindful of the environment.

According to Alice Rawsthorn (Objectified, 2009), sustainability looks at all aspects of a design

process from the source, manufacturing, sale of the product, consumer use and the afterlife of the

product

Sustainable graphic design considers the environmental impacts of graphic design (such as

printed materials, publications, etc.) throughout a life cycle that includes: raw material;

transformation; manufacturing; transportation; use; and disposal. Techniques for sustainable

graphic design include: reducing the amount of materials required for production; using paper

and materials made with recycled, post-consumer waste; printing with low-VOC inks; and using

production and distribution methods that require the least amount of transport..

Manifestations of sustainable design require no non-renewable resources, impact the

environment minimally, and relate people with the natural environment. Materials should come

from nearby (local), sustainably managed renewable sources that can be composted when their

usefulness has been exhausted.

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Producing messages that are sustainable (longer lasting), “always Coca-Cola” was a slogan that

was used in the seventies by the Coca-Cola company; this was sustainable in the sense that the

company did not have to reprint messages for promotion.

2.7 Corporate Identity

Corporate identity refers to the constant image created by a company‘s communication. This

image basically consists of consistent use of colours, typeface, graphics, layout and logo.

Therefore, the corporate identity is a sign, word, letter, symbol or logo that brands a company so

that the company is associated with these symbols.

A strong market presence is established by a strong brand, which turns companies into products

and services people cannot do without (Guitierrez, 2001)

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The main identity of a company is a logo. It usually consists of a name and unique logo mark.

Other elements of the corporate image are stationery; letterheads, business cards, invoices and

receipts.

Corporate identity works in favour of the company, as it is able to create a good brand, and

attract various stakeholders like shareholders, employers, government and even media (Balmer et

al, 1998)

2.7.1 Logo

A logo is an emblem, symbol or word used by a company as its identification symbol. It is a

graphic, illustrative or typographical representation of a company’s identity (Logo, 2011)

Logos are an integral part to communication. Logo design entails taking into account not only

visual but also having an understanding of what the company represents (Cote et al, 1998)

A logo is essentially at the heart of a corporate identity. It is the face and meaning of an

organization.

Logo is important: it simply acts as a badge to sign and seal. It affects all behavior of a company

and should be able to create impression, establish recognition, credibility and good reputation of

the company (Penford, 2006)

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There are various types of logos. These include: Iconic/Symbolic, Logotype/Wordmark,

Combination logos

Iconic/Symbolic logo

These are compelling yet complicated images that are representative of a particular company or

product. They use imagery that conveys a literal or abstract representation of an organization.

Due to their indirect nature, symbolic logos leave room for broader interpretation of what the

company represents. Such logos should be clear, simple, memorable, relevant and recognizable.

Logotype/Wordmark

These are logos that incorporate a brand name into a uniquely styled type font treatment. Type

fonts come in several possible variations, shapes, sizes and style.

Wordmarks convey different impressions on an audience. For example, script fonts show

classiness, hand written fonts come across as casualty. Thick fonts represent strength and power

while slanted fonts show movement and motion.

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Combination Logo

These are graphics with both text and symbol or icon that signifies the brand. Concise text can

complement an icon or symbol providing supplement clarity as to what the organization is all

about. There are integrated stand-alone combination marks such as Starbucks logo has integrated

graphic and text, whereas Adidas has the logo separate from text.

Logo design considerations

Logo design should be the strongest marketing tool that a company could adopt. It delivers the

message to the public about the company’s uniqueness, credibility and professionalism.

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Logos should be catchy and attract attention. This is due to the fact that that a logo should be

unique and different. Keeping in mind competitors and their identities is crucial. This is to avoid

stereotypic copy cat logos. Logos should be meaningful in order to accurately reflect a

company’s personality.

Versatility of the logo is important. . The logo should be able to be reproduced in either large

areas such as a billboard or small areas such as business cards. The higher the amount of detail in

a logo, the higher the reproduction costs. This means a logo should be able to communicate in

formats such as grayscale, when colour seems expensive.

2.7.2 Slogans

A slogan/tagline is a memorable catchphrase used in a political of commercial advertising

context as a repetitive expression of idea or purpose.

Slogans vary from the written and visual, to the chanted and vulgar. Their simple rhetoric nature

is not detailed and is perhaps more of social expression of unified purpose.

Slogans are direct, simple, and concise. It should be witty, catchy and very memorable. The

slogan carries its own distinct personality and gives a credible impression of a product.

2.7.3 Corporate identity for bars and restaurants

Logos, shapes, colours and slogans should be taken into consideration when creating a corporate

identity.

Colours taken into considerations are deep maroons, red wine, cream, gold, oranges, blacks and

browns.

A good symbol, maybe a fish on a plate on top of the logo or relevant symbols such as the zebra

prints can be used to denote the corporate identity of the company.

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2.8 Marketing and Advertising

Marketing is the process of planning and executing the conception, pricing, distribution and

promotion of ideas. Goods and services to create exchanges that satisfy the perceived needs,

wants and objectives of individuals or organizations. Marketing is fundamental to any business

growth (Bennet, 1995)

Graphic design application has been used as an effective marketing tool. There is a delicate

balance between marketing and graphic design. Marketers engaged in branding seek to develop

expectations behind the brand experience, creating an impression that a brand associated with the

products and services has certain characteristics that make the brand unique. A brand is therefore

the most valuable element in advertising (Birkin, 1994)

Marketing increases our potential for satisfaction by developing goods and services we might

want, pricing them accordingly, distributing them to convenient locations and informing us about

them through various communication tools (Arens, 2004)

By providing information through advertising, people are made aware of the availability of

products and services.

2.9 Advertising

Advertising refers to any form of non personal communications through various media by

business firms, nonprofit organizations and individuals who are in the same way identified in the

advertising message and who hope to inform and/or persuade members of an audience.

Advertising is a general phrase used for the announcements made by sellers to promote the sales

of their products (Mathur, 2005)

Advertising refers to salesmanship in print as defined by Albert Lasker, the father of modern

advertising. This was well before the advent of television, radio and internet. It is also defined as

communication, public relations or persuasion process (McDonough, 1993)

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No communication tool can reach more people so effectively and at such a reasonable cost as

advertising. It is so flexible that it is important for the advertiser to identify conditions conducive

for successful advertising. Advertising greatly impinge on consumers’ awareness and have the

potential of greatly affecting their thoughts, attitudes, feelings and decisions. Advertising plays

an important role in our economy and society (Tellis 2004)

2.9.1 Objectives of Advertising

The biggest impact on the evolution of advertising has been economic. In the ancient times when

most people were not literate, marketers would use signs and symbols to advertise their products.

Today advertising has come a long way from simple signs and evolve into a crucial marketing

tool for products and services (Lynch, 1993)

Advertising aims to persuade consumers to buy products or services. This is done through

repetition of an image or a product name, a process called ‘branding’ which aims to keep these

images in the mind of consumers.

Repetition is the exposure of the advertisement to a subject two or more times in succession.

Repetition is a major factor in advertising today. It is studied extensively in the fields of

advertising and consumer behavior (Tellis, 2004)

Advertising carries several objectives. Some of the most prominent ones are:

Differentiating-Giving a product or service its unique quality and characteristic.

Reminding- Keeping the products or services in the minds of consumers.

Informing- Allowing customers to be constantly in the know about new additions, change or

offers of a product and services.

Persuading- Beckoning our consumers to try products or services.

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2.9.2 Advertising Media

Media is the means ‘by which advertisements are made public.’ There are several ways in which

an organization can advertise. Advertisements can be done through different media such as :

Outdoor Advertising

It is the earliest form of advertising since man’s civilization from the carved and painted walls of

the Greeks and Romans. The last few years has seen rapids improvements in the artistic and

quality of outdoor ads. The painted sign, the poster and the electric sign have all taken new

elements of attractiveness (Rowse et al, 2005)

Electric Signs and Spectaculars

The use of electricity has revolutionized advertising. The neon sign has turned advertising night

to day. Spectaculars have created wonderful colour effects and sometimes producing motions

that contribute to attracting attention.

Moving Posters

This is done by a man sandwiched between two posters and walking about town.

Streetcar advertising

These ads are placed in plain view of passengers, on buses, taxis, trains and company vehicles. It

is used to aid other media of advertisement.

Point-of-sale Advertising

Window displays works best for the retailer. This will depend on the location of the advertising,

the store and the number of people passing outside or frequenting the facility. This also applies

to store signs and display materials.

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Assembly Advertising

This form takes advantage of large gatherings especially for sports and entertainment.

Advertisers may take advantage of this to promote their products particularly if they sponsor one

of the teams.

Print Advertising

The invention of printing enabled the mechanical reproduction of pictures and designs

contributed to the emphasis of pictorial illustrations (Hiatt, 1976)

Newspapers Advertising

It remains an undisputed leader in the attraction of advertising revenue. It has its own followers

thus enabling it to compete with other media.

Magazines Advertising

This media is very competitive as they work as both mass and selective media of advertising.

This is because it can compete with television, direct mail and radio at the same time.

Broadcast and E-Media

Television Advertising

Being the most important equipment in peoples’ living rooms, it has made the television a useful

tool for advertising. Commercials with catching jingles are easily memorized this way.

Web Advertising

This media is very personal for it is the best method for online audience who frequently use

internet.

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2.9.3 People and Advertising

To understand the motivation, attitudes and perceptions behind consumers’ choices, advertisers

must first understand what research is available for their use. This is in terms of product, market,

consumer, advertising strategies and message research. Behavioral sciences have a strong

influence in this area.

2.10 Packaging

Packaging is the creation and designing of containment units for products to enhance

convenience and portability. Packaging serves the four major functions of: protection,

preservation, information and promotion. It informs potential buyers of content, feature and use

of a product.

An attractive package creates an immediate relationship with the consumer. Influences in store

shopping help set the product apart from competitors, and inform customers of the products

features and benefits (Kassaye et al, 1992)

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When it comes to contact with the consumer, a product package is expected to make an impact

(Arens, 2004)

Consumer appeal in a package is as a result of many factors: size, colour, materials and shape.

Certain colours have certain meanings to consumers. It is common for even a subtle change in

colour, could results in as much as 20% boost in sales (Trent, 1993)

Packaging is a vital tool in the marketing mix. Product branding on packaging also represents the

company distributing the product. Good packaging requires research of target markets, retail

environment and external environment including social change and technological developments.

Major packaging suppliers monitor consumer trends and technological advancements, aware that

packaging is a silent salesman (Sara, 1990)

2.10.1 Materials used

Plastic

This is the most common packaging material and at the same time, one of the most difficult to

dispose of. The factors common to all plastics are that they are light, strong and economical

when it comes to the remanufacturing process. It is for these reasons that they are employed so

much in packaging design as an alternative to other packaging materials such as cardboard, glass,

metal cans amongst others.

Cardboard

It is appropriate for packaging materials wrapping, commonly referred to as ‘white cork’. Its use

may prove to be unnecessary when used for products which are packaged sufficiently. In all

cases, this packaging material is easy to recycle and reuse. It is used in the form of boxes of

sheets of corrugated cardboard.

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Paper

Paper is the best material to use when it comes to two dimension advertising of the bar and

restaurant both inside and outside the premises. It will also be used in making products like the

Menu of the place.

2.10.2 Packaging used in bars and restaurants

Most bar and restaurants indulge in a lot of packaging activities especially as take away menus

like on the take-away carrier bags, plastic forks and knives and also the plastic cup if it is a

beverage. Packaging methods such as carrier bags (cartons), plastic cups and labels may be

effective not only as packaging but also communication, advertising and promotion.

Packaging should be catchy and interesting and stimulate desires for consumers to buy products.

Important information should also be on the package of the product.

2.11 Photography

Photography is the process of creating still pictures through the recording of radiation on a

radiation sensitive medium through a timed exposure. This area deals with how visual objects are

created for the communication of specific messages.

2.11.1 Photography as communication tool

Photographs communicate a lot and are well suited for use in mass media. They can tell a story

on their own and this is essential in storyboarding. A single photograph without words can

communicate a lot and generate response from target audiences.

Photographs inform and educate. Photographs of tragedies such as Kenya Burning Exhibition

stirred a lot of emotion and reminded Kenyans of the consequences of political based violence.

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Photography captures and preserves moments of fleeting time. It is realistic, believable and

stimulates curiosity within its viewers.

Documentary photographer, Lewis Hine (1874-1940), used his camera as a tool for social

reform. His photographs were instrumental in changing the child labor laws in the United States.

It is beyond question that words and pictures are different. But each possess a language that

some can interpret better than others.

Photography is the only ‘language’ understood in all parts of the world, and bridging all nations

and cultures. On the other hand, photography supplies information without having a language of

their own. Photographs translate from reality (Berger, 2001)

Photography, which is used as a marketing and advertising tool has the purpose of selling

products and services. In areas of advertising, photography can be used in magazines, postcards,

posters and billboards. Photography will create awareness of a brand in the area of packaging.

Words and pictures are intricately linked in journalism, advertising and educational contexts.

Words printed under a photograph, the caption, signal the importance of the common sense

representations portrayed in the image. Words beside a picture in an advertisement explain a

product and its attributes clearly to a potential customer. Words and images work together for

most successful communications. Words and Pictures complement each other (Hicks, 1973)

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2.11.2 Photography as art

Pictures of beautiful imagery can be used to add aesthetic value to a place especially as wall

hangings or photo books

Moholy-Nagy saw photography as a new kind of writing: “The illiterate of the future will be the

person ignorant of the use of the camera as well as the pen.” (Moholy, 1947)

Moholy valued photography as an expansion of natural sight—a technique for penetrating

opaque bodies, recording the passage of time, or layering multiple images onto a single, unified

surface. For Moholy the “realism” of photography lay not in its ability to produce a traditional

perspective image, but rather in its status as a neutral, mechanical record of phenomena.

According to Moholy, the essence of photography is not the camera, but the chemical sensitivity

of film and paper, which documents the print of light (Moholy, 2007)

Moholy re-invented the camera less photograph- called it a photogram, a condensation of

“photograph” and “diagram” .The photogram understood as a diagrammatic record of the motion

of light translated into black and white and gray values can lead to a grasp of new types of spatial

relationships and spatial rendering. The receding and advancing values of the gradations, which

are projections of ‘light tracks,’ can be used for space—that is space-time articulation (Moholy,

1947)

Moholy noted numerous other artistic, technological, and natural “diagrams” including

photographs of fireworks, industrial time and motion studies, tire tracks in the snow, the pattern

made by peeling paint, the ridges inscribed by waves on a beach, and the text left by a skywriting

plane

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2.11.3 Black and white Photography

This can take the form of black-and-white film or digital conversion to grayscale, with optional

digital image editing manipulation to enhance the results. Since the advent of color, black-and-

white mass media often connotes something "nostalgic", historic, or misplaced in time. Black

and white presents eccentricity, and aesthetic preference.

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Black-and-white photography, has stark which contrasts enhance the subject matter. Some

formal photo portraits still use black-and-white. Many visual-art photographers use black-and-

white in their work.

Monochromatic colors are all the colors (tints, tones, and shades) of a single hue.

Monochromatic color schemes are derived from a single base hue, and extended using its shades,

tones and tints (that is, a hue modified by the addition of black, gray (black + white) and white.

As a result, the energy is more subtle and peaceful due to a lack of contrast of hue.

Monochromatic color schemes may be considered boring unless there is diversity within the

design. Black and White Photography exemplifies this.

2.11.4 Photography in the Bauhaus era

Theodore Lux Feininger (1910-2011)

T. Lux Feininger was born in Berlin and spent his early years in Germany. He studied art at the

Bauhaus, which had moved to Dessau. There he collaborated in Oskar Schlemmer’s

experimental theater, played in the Bauhaus jazz band, and studied painting with Josef Albers,

Paul Klee and Wassily Kandinsky.

Above all, he took photographs. The Bauhaus did not have a photographic studio until 1929, but

Mr. Feininger, who had begun taking photographs several years earlier with his grandmother’s

box camera before graduating to his own 9-by-12-centimeter plate camera, played the role of

artistic photojournalist.

Influenced by the New Vision principles articulated by the Bauhaus teacher Laszlo Moholy-

Nagy, Mr. Feininger chronicled daily life at the Bauhaus in images that showed a playful,

spontaneous spirit and a keen sense of new formal developments in photography.

He relocated from Paris to New York in 1937, leaving behind the majority of his negatives,

which he never recovered. Feininger took up photography again in the 1940s, producing images

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of ships, ferries, trains, trucks and New York street scenes. He did not intend the photographs

for exhibition, and he abandoned photography entirely in the early 1950s.

After 1953 Feininger stopped making photographs altogether. He was the most influential

photographer of the Bauhaus.

T. Lux Feininger’s 1927 photo “Charleston on the Bauhaus Roof,” showing the artist Xanti

Schawinsky with Clemens Röseler on banjo.

Photography as art also serves a documentary purpose such as that contained in T. Lux

Feininger’s recording of happenings, moments and events during the age of Bauhaus.

Influenced by the New Vision principles articulated by the Bauhaus teacher Laszlo Moholy-

Nagy, Mr. Feininger chronicled daily life at the Bauhaus in images that showed a playful,

spontaneous spirit and a keen sense of new formal developments in photography.

“He captured what the student life was like there in a sophisticated, innovative way, even though

he was totally untrained, He merged photojournalism with the New Vision aesthetic of

exaggerated angles, extreme close-ups and cropping.” (Muir, 2011)

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T. Lux Feininger: Metalltanz, about 1928 - 1929.

Gelatin silver print, 4 1/4 x 5 5/8 in.

T. Lux Feininger: (Bauhaus Band performing), about 1928 - 1929. Gelatin silver print, 4 9/16 x 6 1/16 in.

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People have been very pleased to see the student images. Although they may have been made

with somewhat modest intentions – basically as snapshots of the student experience at art school

– these photographs have, over time and because of the legacy of this particular art school,

become important historical documents that convey so wonderfully the atmosphere of creativity,

inventiveness, and energy that permeated life at the Bauhaus (Heckhert, 2011)

Lyonel Feininger (1871-1956)

Lyonel Feininger took up the camera at the age of 58 in 1928. Despite his early skepticism about

this "mechanical" medium, the painter was inspired by the enthusiasm of his sons Andreas and

Theodore, as well as by the innovative work of Laszlo Moholy-Nagy, a fellow master at the

Bauhaus in Dessau, Germany.

Photography remained a private endeavor for Feininger. He never exhibited his prints, publishing

just a handful during his lifetime and sharing them only with family and a few friends.

Bauhaus, Lyonel Feininger, March 22, 1929.

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Although Feininger explored many of the experimental photographic techniques being practiced

at the Bauhaus, he remained isolated and out of step with the rest of the school. Working alone

and often at night, he created expressive, introspective, otherworldly images that have little in

common with the playful student photography more typically associated with the school.

He photographed the neighborhood around the masters' houses, the Bauhaus campus, and the

Dessau railway station, experimenting with night imagery, reversed tonalities, and severe

weather conditions.

Untitled (Unfinished Painting in Studio, Halle), Lyonel Feininger, 1930–31

.

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CHAPTER THREE

3.0 RESEARCH DESIGN AND METHODOLOGY

3.1 Introduction

Research design is the conceptual structure within which research would be conducted.

The function of research design is to provide for the collection of relevant information. The

preparation of research design, appropriate for a particular research problem, involves the

consideration of: objectives of the research study, method of data collection to be adopted,

source of information, tools for data collection and data analysis.

The research will use qualitative studies, ergonomics analysis and normative research, which are

all aspects when carrying out a case study research.

3.2 Research design

The project is a case study in nature because the problems handled are physically observed. The

researcher analyzes what was done before so as to illuminate relationships, patterns and links

between variables. It explains the research question of how and why focusing on contemporary

events.

The researcher uses this research concept to study intensively the background, current status and

environment of interactions of the given social unit, individual, group, institution and

community. Research is to carry out a diligent inquiry or a critical examination of a given

phenomenon. It also involves a critical analysis of existing conclusions regarding newly

discovered facts (Mugenda, 1999).

The design of the study is based on survey research, in which data was collected for the

objectives of the study, Survey studies are describe and report how the things are (Ogula, 1998).

This was characterized by systematic collection of data from members of a given population

through questionnaires and interviews.

3.3 Research Approach

Research can be categorized into two main distinct groups.

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• Quantitative

• Qualitative

Qualitative Research

This research includes design techniques and measures that do not produce discrete numerical

data. The qualitative method investigates the why and how of decision making, not just what,

where, when. Hence smaller, but focused samples are more often needed, rather than large

samples.

Quantitative Research

This research includes design techniques and measures that produce discrete numerical data or

quantified data. It can also refer to the systematic empirical investigation of quantitative

properties and phenomena and their relationships. The objective of quantitative research is to

develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena.

3.4 Population and sample

A target population provides a solid foundation and the first step upon which to build population

validity of the study (Gall et al, 2003)

Scientific research targets a given population through which questionnaires are distributed so as

to get the required data for analysis (Barton, 2011)

The restaurant’s geographical location within the city center provides a good platform for

collection of a random and unbiased sample. The sample group involves the customers who visit

the cafe. Students from the University of Nairobi who regularly pass the area of study will also

make up the sample. The researcher will use them as a subset or representation of whole group or

population.

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The sample constitutes a homogeneous population. It is essential that the responses were

adequate for meaningful conclusions to be drawn from the study. At least 10% of the population

is taken to be a representative (Gay, 1996)

Random sampling will be implemented. The student and the customers in the population will be

divided into mutually exclusive groups such and the random samples are drawn from each group.

Convenience sampling will also be implemented. The researcher will select the easiest

population members from which to obtain information from. This will apply when taking

interviews, where the population will tend to vary from time to time. (Dawson, 2002)

3.5 Data collection

Photographs

The researcher uses photographs as a way of collecting data to aid in site analysis and as a tool of

information recalling. This mode of data collection is employed because it is not possible to bear

in mind all observed phenomena or to sketch. Photography is also a cheap means of data

collection compared to others.

Questionnaires

Researchers use questionnaires to collect data from key informants so to get a general idea of the

problems of the area of study. The questionnaire is structured in such a way as to address specific

objectives.

The questionnaires took into consideration several factors to ensure accuracy and credibility.

Avoidance of ambiguity was important. Therefore, the language used was formal English that

was clear, simple and correct. The layout of the questionnaire was also considered to prevent it

being too cumbersome. Errors in printing and common grammar mistakes were avoided.

The questionnaire also utilized open ended questions which allowed respondents to write their

own answers. The Yes/No approach and multiple choice questions allowed respondents to

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choose answers according to their preferences as laid out in the questionnaire. Ratings allowed

the respondents to rank a particular topical area.

Questionnaires were aimed to inform the researcher and help to gather background information

and the consumer behaviors. It also aimed to establish a demographic of the market. The

questionnaires were also meant to gauge willingness of staff and management to accept change

in matters of graphic design and assess the sentiments of staff and customers towards the current

graphic design.

Observation study

The researcher will also undertake an unstructured observation of the area of study. Data will be

gathered by the researchers own observation. The observations will be supplemented by an

unstructured survey by questions that seek to establish behavior and thinking trends. Field notes

will also be taken during the observation visits.

Mystery shopping involves the same assessment as observation, but with the hidden motive that

the respondents will not be aware of the proceedings. Mystery shopping is more effective in that

the environment is unsuspecting and acts naturally and conduct is a reflection of how the

environment really is.

The researcher monitored the area whilst recording them down. The researcher was however

very careful not to create suspicion as a spy from competing restaurants.

Projective techniques

Projection techniques include word association, sentence completion tests, interpretation of

pictorial representations and other devices that have been developed as a means of inducing

people to project their feelings. These techniques have been most widely used for studies of

consumer products and services that are similar in quality, performance and price

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The aim was to capture the most spontaneous, hence sincere feelings and thoughts of the

respondents in relation to various topics concerning design. This gives a clearer picture of

individual needs, wants and opinions from interviewees. It will also help create an effective and

relevant promotional niche.

Internet

This method proved to be the most important of all the research methods.

It is a secondary source of data that entails searching through a pool of websites to obtain

information about bars and restaurants, graphic design and additional information that proved to

be essential for the research.

Published data and literature review

Data sources such as magazines and periodicals aided collection of research data. Publications

such as Restaurant profile Guide, a combined effort compiled by the Illinois Institute for Rural

Affairs and the Illinois Department of Commerce and Economic Opportunity. This helped the

researcher understand what encompasses a good bar and restaurant, advertising techniques and

corporate identities.

Books and magazines obtained from the internet gave further explanations into the world of

designing for bar and restaurants and how graphic design is a major boost in marketing of

products and services

Library Sources

Information with relevance to different bar and restaurants was difficult to obtain. Books that

were readily available talked about cuisine in general, advertising and graphic design.

Library sources helped in conceptualization of ideas and helped the researcher approach the

research in a tactful and informed manner.

Previous research done by students of the School of Art and Design proved to be insightful and

very informative. The contributions of research papers have wholly contributed to completion of

research as a reliable source of data.

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3.6 Data analysis

Photographs and drawings

The photographs are sorted and selected on the basis of the research objectives. The photographs

of the bar and restaurant will point out issues that appear to be causing the current problems and

compare them to possible solutions.

Sketches and drawings help the researcher to think of new ideas and providing key links within

areas. They also act as a reference for the analysis of the problem and also during development

of ideas.

Observation Notes

The researcher made notes as the mystery observation was being undertaken. These notes are

used as a comparison to the current problems and the information gathered in the literature

review. The notes aid in compilation of the narratives which is derived from them.

Regardless of data collection method, information has to be critically examined in order to

determine its reliability

3.7 Data presentation

Narrative

The researcher formulates a project paper report after completion of the research. This report will

include tables of the analyzed data, pie charts, and bar graphs (histograms).

Descriptive

The researcher will exhibit data in form of graphic elements. The areas of corporate identity,

advertising, packaging and photography will be applied to come up with an exhibition that will

give a clear picture of the problems identified and the proposed solutions to the area of study.

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3.8 Limitations

Resources to carry out an extensive sampling and data collection method limit the researcher.

The number of questionnaires handed out was limiting thus the data collected will be forced to

represent the views of the larger majority.

Due to the nature of the premises, customer numbers are minimal. Client traffic is not sufficient

enough to constitute a comprehensive sampling and research.

The informants, exhibited hostility and unwillingness to give information. Therefore, much of

the information gathered came from student population who were available for time of research.

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CHAPTER 4

4.0Analysis of Findings

The researcher used the findings from the data collected to justify the existing problems in the

area of study as observed. The researcher tabulates findings after carrying out research.

Data presentation will be in the form of notes, graphs, tables, charts and photography. The

researcher justifies the findings as evidence of the problems and eventually formulates possible

solutions to these problems. The researcher aims at determining the findings as the true

representation of the situation in the field of study. The researcher will look at a broad picture

within thematic areas of the research study and objectives.

4.1 Analysis and evaluation

The researcher will furnish evidence for each research question formed and any hypothesis

created. Data analysis primarily entails classifying things, persons and events and the properties

which characterize them

Analysis of data is a process of inspecting, cleaning, transforming and modeling data with the

goal of highlighting useful information, suggesting conclusions and support decision making.

4.2 Problem Analysis

Aquarium bar and restaurant is a small and steadily growing company. Due to lack of exposure

in the market, the business has been slow, but it has great potential to be a competing bar and

restaurant in Nairobi.

Strong points observed by the researcher that could work to the restaurant’s advantage included:

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Willingness to grow

Ken, who was previously the manager took over as the owner and purchased the place. The

restaurant was scheduled for a rebrand but this has not yet happened due to inadequate funds and

finding a good designer who could do a good job in advertising and marketing

Potential to make a grand market entrance

Currently, the bar and restaurant is an underdog with very few people actually aware of its

existence. This is an opportunity for a phenomenal market re-entry and will catapult its

popularity.

Convenient location

Aquarium bar and restaurant is alongside the Aquarium Guest House and together under the

name Aquarium Guest Resort in Westlands. It is conveniently located in a leafy suburb of

Nairobi's safe heavens, five minutes drive from the city centre along the Westlands Road and

sandwiched between CFC Bank and the Standard Bank headquarters in the neighborhood of

African union regional office.

It is therefore conveniently placed in a place of high human traffic and activity

African style

The restaurant colour scheme gives the restaurant an artistic African feel. This can be

complemented even more with the use of African patterns like the zebra stripes on the wall and

African motifs on the fabric cloths on tables and chairs and also on the staff attires. The wall

maintains an orange and brown colour combination. This can also be used in the development if

it’s corporate identity

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4.2.1 Corporate identity Problems

Aquarium bar and restaurant exhibits problems in areas of graphic design especially its corporate

identity. First of all the logo of the restaurant cannot be seen from the outside. It’s the logo of the

guest house that is displayed outside so one cannot tell if a restaurant is nearby.

Entrance to the Aquarium bar and restaurant

Another corporate identity problem is that the aquarium bar and restaurant has not applied their

corporate design effectively. Cutlery, take away bags, table cloths and napkins, mugs and plates

are plain without any form of branding. Promotional branding items such as staff uniform, key

holders, calendars, t-shirts and souvenirs could go a long way in promoting the café.

4.2.2 Advertising Problems

Advertising is the key method of business marketing and promotion. According to the area of

advertising, Aquarium bar and restaurant suffers adversely. The restaurant employs no

advertising strategy other than word of mouth or by stumbling upon it while walking on the

street.

Crucial business promotional tools such as press ads, posters, billboards, radio and television

adverts have been ignored by the restaurant. Fliers and brochures are lacking. The walls have

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little indication of advertising or photography on them. Even as a fish which is part of the logo,

such illustrative advertising is yet to be seen.

n

Poster adverts at the wine bar

African style is seen on the walls by the “zebra stripes” illustrations

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4.2.3 Packaging Problems

Aquarium bar and restaurant has not taken full advantage of packaging as a way of business

promotion. Packaging adds delight and increases visual communication. The restaurant has not

thought of packaging such as the African cuisine it offers.

4.2.4 Photography Problems

Aquarium bar and restaurant exhibits little photography in its premises. The only visible

photograph is for the entrance only. Meaningful photographs of types of cuisine offered and bar

activities associated with it and related themes and imagery should be displayed on its blank

walls. Attractive imagery should also be seen in its advertising also.

entrance of the guest house which is only seen in their brochures

4.3 Response Patterns and Findings

The questionnaires proved to be very useful in collection of information about Aquarium bar and

restaurant. Twelve questionnaires were issued out to the stratified population sample.

Respondents were selected randomly in each strata.

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Demographic Information

6 6

Male Female

Number interviewed

62

0

5

10

15

20

25

30

35

40

male female

Ave

rage

Age

Gender

students

staff

customers

0

1

2

3

4

5

6

7

staff management customers

Occupation

63

Corporate Identity

0 1 2 3 4 5

Restaurant logo

Restaurant colour

Restaurant typeface

"changes" Responses

customers

staff

management

64

Advertising

0

0.5

1

1.5

2

2.5

3

3.5

4

Café logoCafé logo colours Café

typography

management

staff

customers

0

2

4

6

8

10

12

Current advertising of the restaurant is enough

Advertising is good for marketing the restaurant

customers

staff

management

65

Color combination

Maroons and Reds

Brown

baige

Red wine

Black

gold

Grey

66

Photography preference

Black and White photography

Colour photography

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4.4 Analysis and Evaluation

Questionnaires

Research from the questionnaires revealed that:

Advertising is under developed as a means of visual communication, with advertising for the bar

and restaurant done by word of mouth. However, no one was informed about it through

advertising media such as, magazines, billboards, newspaper ads, fliers, brochure etc. Both

management and customers agree that the company has slacked in advertising.

Customers and students agreed that the place had potential for a market breakthrough if

advertised effectively. However, they felt it lacked in areas like typography, African aesthetics

and brand development.

Packaging of the place has also been overlooked. This was the customers’ and students feeling

towards this area of graphic design. Respondents also found that they had no problem with black

and white photography but preferred colored ones as it exuberates the mood of the place.

Few of the customers’ wish was that advertising could be applied to the bar and restaurant

interior and graphic design applications.

Random sampling

Research from the questionnaires revealed that:

Aquarium bar and restaurant do not have any package carrier bags for customers who would like

to carry away unfinished meals. They also are lacking in general packaging and facilities. They

also lack in variety since they do not have a menu of take away..

Corporate identity clashing was evident. Logos on the outdoor signage and the ones on the menu

are different. There is very little branding on their products and merchandising such as cutlery,

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cups, saucers, aprons, napkins etc. Advertising and self promotion in the café is also poor.

Photography has also been underestimated as a tool of effective visual communication.

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CHAPTER FIVE

5.0 Recommendations and Conclusion

The researcher drew conclusions that in order for Aquarium bar and restaurant to be able to

prosper in today’s business environment, several elements have to be taken into consideration:

A new corporate identity

This will include a new logo and branding its interior and also on merchandise such as t-shirts,

stationery and cutlery. Great brands have stories that resonate with their consumers, such as

culture or history. Aquarium bar and restaurant should consider this while building its brand. The

Colour schemes can vary from the existing color scheme, orange and brown to colour shades like

gold, wine red and white(grey) since the colours resonates well with staff and general public.

Branding of staff uniforms will act as a way of self promotion for the company. Web design,

window graphics and vehicle signage will push the brand further.

New and improved packaging

The Aquarium bar and restaurant should create an avenue for exploration of packaging. The

effective visual communication of the company’s ideals and goals should be carried on to its

packaging design of carrier bags. The use of sustainable packaging such as recycled bags or bags

made out of cloth could catapult the status of Aquarium bar and restaurant as an eco friendly

venue

Attractive photography

Both black and white photography and colour photography will be applied in the rebranding

strategy of the Aquarium bar and restaurant. Photography will have an emphasis on quality of

services and products. Images representing the menu of the different African cuisine offered and

also services offered at the bar section.

The interior of the restaurant will also be taken photos to be advertised in magazines and website

blogs to propagate a good company image and help push the brand

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Minimalistic photography with a strong emphasis on the item being promoted is important. This

creates a strong impression and understanding of visual hierarchy.

Photography will be applied In brochures and fliers, web design, posters, billboards and

publications. Simple storyboards for television will be next in achieving success for the newly re

branded restaurant Photography is considered as both and communication in brand building for

the restaurant.

Aggressive Advertising

Guerilla methods of advertising will be need to push the restaurant rebrand into public light.

Advertising such as calendars, in house publications, fliers, posters and billboards will be

necessary. The adverts will aim to push graphic style elements of digital photo manipulation and

illustrative art deco styling. Elements of minimalism and Swiss International type styling will be

considered. This is purely because illustration is well placed to communicate visual language.

The use of Art deco is because of it classiness, timelessness and decorative nature.

Conclusion and Implications

The researcher undertook this research as part of fulfillment of the degree course at the School of

the Arts and Design. A lot has been learnt about the importance of graphic design in business

promotion. A lot has also been explained on the relations between graphic design, African style

and art. Photography has come out as a very important tool for visual communication by virtue

that it is understood by all. However it is complemented by words, especially when advertising is

involved.

Each chapter played a vital part in the understanding of this research. Chapter one introduces the

study, reports the problem, state objectives and gave a clear overview of the study. Chapters two

discussed literature related to the research. Information concerning minimalism and previous

graphic art styles and culture were reviewed. Information pertaining to the four areas of graphic

design: Corporate Identity, Advertising, Packaging and photography were also reviewed.

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Chapter three presented the research design and process of the collection of data. The analysis

and findings from the data collected is presented in chapter four. Chapter five was the conclusion

and recommendations as presented by the researcher.

Needless to say, the four areas of graphic design: Corporate Identity, Advertising, Packaging and

Photography need to be taken into consideration whenever creating or promoting of a product or

service. Any business that embraces these areas can enjoy longevity

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BIBLIOGRAPHY

BOOKS

Brockmann Josef (2009) Grid Systems in Graphic Design Fairford: Antique Collectors Club

Creswell John 2009) Research design Qualitative and Quantitative Approaches (3rd .ed) London,

New Delhi: Sage Publications

Dawson Catherine (2002) Practical Research Methods New Delhi: UBS Publishers

George Marcus (2002) What is Design Today? New York: N. Abrams Publishers

Guadagni, Walter (2004) Pop Art UK: British Pop Art 1956-1972 London: Silvano

Henri Mouron (1986) A. M. Cassandre: affiches, arts graph, théâtre. - München:

Schirmer/Mosel, 1985 published in English as Cassandre: Posters, Typography, Stage Designs

London: Thames and Hudson

Hicks Wilson (1973) Words and Pictures: An introduction to Photojournalism New York:

Harper & Brothers

Hillier Bevis (1968) Art Deco: of the 20s and 30s. London: Studio Vista

Kepes Gyorgy (1995) Language of Vision New York: Courier Dover Publications

Kumar Ranjit (2005) Research Methodology-A Step-by-Step Guide for Beginners (2nd.ed)

Singapore: Pearson Education

Lipton Ronnie (2002), Designing across Cultures Ohio: HOW Design Books

Laurel Brenda, Lunenfeld Peter (2003) Design Research: Methods and Perspectives

Massachusetts: MIT Press

Robert K. Brown (1979): The poster art of A. M. Cassandre New York: Dutton

Yin Robert (2003) Case Study Research: Design and Method (3rd..ed) California: Sage

Publications

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William Arens (2004) Contemporary Advertising (9th .ed) New York: McGraw-Hill Irwin

Ellen Lupton “Writing Lessons: Modern Design Theory,” unpublished essay by, written for

graduate seminar taught by Rosemary Bletter, City University of New York Graduate Center,

1988.

ONLINE SOURCES

Arthistoryarchive.com “The Prince of Pop Art “Retrieved on May 21, 2012 6.25 pm from

http://www.arthistoryarchive.com/arthistory/popart/Andy-Warhol.html.

David Ruth (2011). Rice U. research shows Starbucks logo redesign could prove beneficial to

company. Retrieved February 1, 2012, from http://www.eurekalert.org/pub_releases/2011-01/ru-

rur010711.php

Hornor Tara (2011). An Examination of Minimalist Design. Retrieved February 1, 2012, from

http://www.justcreativedesign.com/2011/05/04/minimalist-design/

Kyrnin Jenifer (2012). Color symbolism. Retrieved February 1, 2012, from

http://www.webdesign.about.com/od/color/a/bl_colorculture.html

Miur Laura (2011) Notable: T. Lux Feininger, Photographer and Painter, Dies at 101 Retrieved

on May 23, 2012 at 7.39.pm from http://bwgallerist.com/tag/bauhaus/BAUHAUS,and

http://www.nytimes.com/07/14/2011-Arts/FEINENGER2_obit.html

Swallow Deborah (2010). Meaning of Colours Across Culture. Retrieved February 2, 2012, from

http://www.deborahswallow.com/2010/02/20/meaning-of-colours-across-cultures/

The Graphic Design Forum has many links to graphic design, codes of ethics, inspirations and

the information about the design profession

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(http://www.graphicdesignforum.com/forum/showthread.php)

Visual ArtsCork.com History of Pop Art Retrieved may 19, 2012 01.00am from

http://www.visual-arts-cork.com/history-of-art/pop-art.html

Zax David (2012). Big in Japan? The New Starbucks Logo Could Assist Company’s Asian

Expansion. Retrieved February 1, 2012, from http://www.fastcocreate.com/ big-in-japan-the-

new-starbucks-logo-could-assist-companys-asian-expansion.html

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APPENDICES

APPENDIX I: QUESTIONNAIRES

QUESTIONNAIRE TO THE CUSTOMER

Thank you for taking time to fill in this questionnaire. The information given will be used solely for academic purposes by a design student at the University of Nairobi.

1. How often do you come to this restaurant? (Tick where appropriate)

I) Daily II) Weekly III) monthly

2. How did u come to know of Aquarium bar and restaurant

I) A friend II) word of mouth III) Advertisement

3. What fascinates you the most about this place? If there’s no reason state why?

4. What African cuisine or bar services do you prefer? Give reason why?

5. If u were asked for your own opinion about the place how would you describe it?

6. What changes and improvements would you suggest or recommend to the management. If

there are state them?

7. Do you like the type of advertising and marketing that has been used to promote the place

against its competitors?

8. On a scale of 1-10 how do you rate the services you are offered? (10 for distinction and 1

for poor)

9) On a scale of 1-10 how do you rate the design of this place? (10 for distinction and 1 for poor)

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QUESTIONNAIRE TO THE SUPPORT STAFF

Thank you for taking time to fill in this questionnaire. The information given will be used solely for academic purposes by a design student at the University of Nairobi.

1. What is the general behavior of your visitors?

2. What food and drinks are available at your bar and restaurant?

3. What do they mostly enjoy?

4. How many visitors do you receive on an average day?

5. Do you receive any complaints from your customers about anything? If yes state some of

them?

6. You as a staff member, would you like to see any changes or recommendations done on the

restaurant in terms of design layout or colour change?

7. Do you sell souvenirs to your customers? If yes why? If no, why not?

8. If you were a customer to this place, would you be impressed with the current situation that it

is in or you would improve some aspects? And if so, which ones?

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QUESTIONNAIRE TO THE MANAGEMENT

Thank you for taking time to fill in this questionnaire. The information given will be used solely for academic purposes by a design student at the University of Nairobi.

1. What type of people do you mainly get as customers to your place?

2. Do you target a particular group of visitors? If so why?

3. Why open a bar and restaurant in the first place and what is your target market?

4. Are there any complains you might have received from your customers? If so kindly state them

5. what technique have you employed so far that is eye- catchy to new customers who have

recently heard about your place of food and drinks?

6. Are there any offers you give to your customers who occasionally come there to dine or wine?

If so kindly state them and on what days of the week do you offer them?

7. Dou you think your restaurant has maximized on areas like advertising, design compositions

and marketing its brand and services?

8. What are your current advertising and marketing efforts?

9. Are there any improvements you would like to do to the place to give the satisfaction a

customer wants while he or she is there?