Studio Brief 1 - Interim Critique

Studio Brief 1 - Design Processes, Frame Shape

Interim Critique 

I presented my initial concepts to a range of staff members and students in order to get feedback on my initial ideas and also for them to help me choose a concept to develop into a final solution. I found that people reacted best to my map concept, comments included 'I love the effect' and 'I think the concept is strong and will translate well into photoshop' I was given a range of suggestions such as 'I think the triangles would look great if they were made up of neon colours so its really bright and colourful' another student also suggested I could include 'photos of places, for example put a picture of a house where you live' I liked the idea of using photography within the design as this would make it more relevant to photoshop as I can manipulate the images. 

Following this critique I have decided to develop my map concept as it was by far the best received concept with people giving me great feedback and suggestions as to how I will develop the concept into a final solution.

After the critique one of the staff members present came up to me and gave me a website to look at, he thought it would help me when designing as the he felt the styles were similar and I would take elements from this website and apply it to my own designs.

Studio Brief 1 - Initial Ideas [3]

Studio Brief 1 - Design Processes, Frame Shape

Initial Ideas [3]

I then looked at geography and mapping, considering how I could implement shape within to this. I found city maps created all sorts of innovative shapes that interconnected I also experimented with placing triangles within countries such as the UK. I feel this worked well particularly using triangles to make up continents, I think the outcome looks urban, contemporary and innovative. This is my favourite concept so far and will be my main talking point in my interim critique although I will also present my other initial ideas incase others can see creative solutions to improve the designs. 

Studio Brief 1 - Initial Ideas [2]

Studio Brief 1 - Design Processes, Frame Shape

Initial Ideas [2]

Unsatisfied that I still not had an idea that I felt would fully resolve the brief, I continued with my initial ideas in a slightly more hands on manner. I purchased some flowers to see if I could create some interesting concepts with patterns and textures. I trimmed the leaves from the stalks and layered them over one another creating a dense layered texture. I then put this into photoshop and experimented with colour, filters and other effects. I produced some pretty interesting results but felt they were wrong for a photo frame backing paper. 

I also experimented with the petals seeing if I could create any interesting shapes or concepts from layering them into shapes that could be combined with other mediums  when developed such as watercolours and drawings however I felt the concept was too vague and weak to be produces across a set of 3 images. 

Another idea that I experimented with was the use of shape combined with a physical medium, I used acrylic paint and cut shapes from sponge as I thought the physical production of this would be more effective than trying to reproduce it digitally. I then placed these into photoshop and used filters and effects before experimenting with the placement of the concepts. 

As an extension of using physical paint I created another concept taking inspiration from Jackson Pollock, I created a similar paint splattered effect to his famous works then manipulated this on photoshop adding a brilliant white background, adjusting the hue/saturation of the paint and adding a box in the middle of the piece to house the required text. I think this concept works well but am unsure how I would develop this across a set of 3 designs. 

Studio Brief 1 - Initial Ideas [1]

Studio Brief 1 - Design Processes, Frame Shape

Initial Ideas [1]

From my mind map I could then start to easily generate a range of initial ideas that took a clear direction. I started with my illustrative theme and created a range of quickly sketched characters that I felt could work as a simple bold idea that would look good when produced digitally. From these I then asked peers for informal feedback and chose the strongest character to be developed into a series of simple illustration for the backing paper. As the function of this design is to sit inside a photo frame I used this theme of photography within my design. The set shows the different stages of my character taking a picture, developing the picture and the final picture. If developed I would look at keeping the illustrations black line drawings with no fill placed on a bold fill background to grab the customers eye. I think the set works well together as it is bold quirky and aesthetically pleasing, it has potential to be developed however I am unsure how I would manipulate it on photoshop as I feel it would be more appropriate to produce on Illustrator. 

Taking inspiration from pattern design and paisley-esque features I created this simple pattern consisting of shapes that will fulfil the brief in a stylish and contemporary manner. If developed further I would experiment with different colours, textures and patterns in photoshop. I could then further experiment with opacity and filters when layering the design to give a block pattern effect.

I looked at mazes as a potential source of inspiration, I liked the geometric shapes and lines and thought it would be an intriguing concept, It could also be used as a functioning maze for bored children/adults being forced to shop. I like this concept but similarly to the illustration idea I think it would work better produced in illustrator as opposed to photoshop, I feel it would look forced if I tried to manipulate the image for the sake of fulfilling the brief. 

Studio Brief 1 - Initial Ideas

Studio Brief 1 - Design Processes, Frame Shape

Initial Ideas 

In order to start my initial ideas I made a mind map documenting a range of potential ideas I could develop, This helped me to  clearly document my though processes and ensured I did not forget any ideas when developing designs at a later stage. I looked at a range of topics from nature and landscapes to abstract designs and illustrations, this gave my a range of concepts to experiment with when creating my initial concepts. 

From this mind map I still felt uninspired and started to produce a range of very rough sketches and doodles in the hope of finding inspiration. I felt some of the sketches had potential to be further developed into concepts that could work when produced digitally on photoshop. 

Studio Brief 1 - Demographics

Studio Brief 1 - Design Processes, Frame Shape

Research - Demographics 

As an extension of my research I decided to look into the demographics of the brands I visited during my primary research; Wilkinsons, Next and Urban Outfitters. I felt this would help me to better understand the customers that the products are targeted at. I feel that it is paramount that the product is tailed to its customer so should accurately represent their interests. 

Socio-Economic groupings are often used during market research as a means of grouping people and dividing the population based on their occupation, this system is typically used to identify a specific type of customer and to draw comparisons across a wide range of people. The grouping system looks like this; 

A- Higher managerial, administrative, professional e.g. Chief executive, senior civil servant, surgeon

B - Intermediate managerial, administrative, professional e.g. bank manager, teacher

C1- Supervisory, clerical, junior managerial e.g. shop floor supervisor, bank clerk, sales person

C2 - Skilled manual workers e.g. electrician, carpenter

D- Semi-skilled and unskilled manual workers e.g. assembly line worker, refuse collector, messenger

E - Casual labourers, pensioners, unemployed e.g. pensoiners without private pensions and anyone living on basic benefits

Wilkinsons is a British homeware company founded in the 1930's with over 365 stores nationwide. It's built its reputation on low prices and affordability. For this reason it targets people of the C2, D and E socio-economic groups. It can be seen as a budget shop that does not attract connotations of affluence or social prestige and is not renowned for the quality of its products.

Next is a fashion retailer based in Britain however has multi national stores across the globe. I feel Next targets the B and C1 categories of the socio-economic groupings because of the companies quality and mid price range. Next is seen as a fairly upmarket brand that offers a range of luxurious homewares that is at the higher end of high street stores.

Urban Outfitters is an American multinational clothing company that also sells contemporary accessories and a small range of homeware. It is targeted at a young fashionable market that is predominantly between the ages of 15-30. It targets a socio-economic grouping of C1 C2 and D because of it young target audience who will not have high ranking jobs in their youth despite the high pice points on many of their items. Urban Outfitters is seen as fashionable hip and popular with teenagers and young adults, The brand thrive off new trends and popular culture which makes the products current and exciting. 

From determining the socio-ecomonic grouping each brand targets I know have a clearer understanding behind their design decisions when creating their products, When designing for this brief I will consider a client and attempt to tailor my outcomes to appeal to a similar target audience in order to determine my concept a success. 

Studio Brief 1 - Research

Studio Brief 1 - Design Processes, Frame Shape

Research 

My initial research was to go online at look at photo frames and their backing papers from a range of different retailers. From this I collated a range of imagery that I could then look analyse for similar trends and features within my sample. I looked at a range of retailers varying in budget including; John Lewis, Asda, Marks & Spencer and Homebase, Some of the images can be found below; 

ASDA

Homebase

Homebase

John Lewis

Marks & Spencer

From my online research I definitely prefer the concepts that incorporate image into the design however I feel the likes of Homebase have relied too heavily of standard stock imagery, there seems to be little innovation and creativity present within their backing papers. John Lewis uses classy shades of champagne and brown to create a luxurious effect that is simple and minimalistic however I feel it could be easily overlooked and doesn't stand out. Asda, I feel, is a low quality product due to its basic and unimaginative design however Marks and Spencer succeeds in creating a frame sole fit for its purpose. 

I also conducted a range of primary research by going into town and visiting a range of shops with different price ranges and target audiences to analyse their backing papers for photo frames. I visited Wilkinsons, Urban Outfitters and Next and collected a range of images, found below; 

      Wilkinsons

                 Next  

Urban Outfitters

I found that Wilkinsons uses the same circular shape design for all their frames creating a boring and uninspiring display, there is no use of imagery and the colour selection is poor, they have used bland colours such as grey and brown which will not attract the consumer. Next on the other hand have a range of photo frames and backing papers that appeal to a more upmarket audience, they use a range of photography and texture that will attract and audience to some extent and has been the best example of backing paper I have found this far. Finally Urban Outfitters is tailored to a young and contemporary audience, I feel this is encapsulated within their frame and backing paper designs. Colour photography and aesthetically pleasing models and locations are used to help sell these products. 

From this research I found that existing photo frames use a range of stock imagery that can become boring and cliche for example famous landmarks in monochrome and a stock wedding photos etc, Personally this does not attract me towards a photo frame as essentially the backing paper is an added marketing tool to help sell the frame, For this reason I think the backing papers should be engaging, quirky and eye-catching in order to entice a buyer increasing the changes of selling the product, I will try to include these element into my designs in order to create a successful outcome. 

Studio Brief 1 - Introduction

Studio Brief 1 - Design Processes, Frame Shape

Introduction

Brief; Re-imagine the backing paper for a photo frame. This must include the dimensions of the frame. You must produce a minimum of three designs, which work as a set across three different frame sizes. Choose from the frame dimensions below:

6x4 inches - 7x5 inches - 8x6 inchesA5 - A4 - A3

The concept of your design should be shape, you can interpret this as a literal shape e.g. circle, sphere, triangle, square, box etc or be more imaginative. Consider how you frame your shape, be creative with your manipulations and compositions. 
Consider how to engage the audience and the target market of your photoframe. For example a Wilkinsons photoframe would be packaged and designed with a different aesthetic to a Harvey Nicholls frame.All typography and vector based images must be produced in Adobe Illustrator. Any images must be manipulated in Adobe Photoshop. The final composition must be produced in Adobe Photoshop.

I initially apprehensive about this brief as I felt it wasn't as creative and exciting as past briefs however it then occurred to me that this brief presented me with a direct opportunity to take a relatively neglected piece of design and transform into a successful concept that is well designed to suit a particular target audience and innovatively enhances the overall aesthetic of the product.

My initial research plan for this brief is to research a range of backing papers for photo frames this will include researching online and conducting primary research through visiting a range of high street stores and analysing their existing photo frames. With this foundation to work from I will create a mind map detailing the potential direction I could take to form my solution and implement these within my initial ideas before presenting my stronger concepts to a group in an interim critique.

Although the briefs states I should incorporate shape, we were also given a list of possible themes that could be used to create some creative and innovative solutions to the brief, I will consider these alternatives however feel shape should be the main component within my solution. 

OUGD403 Module Evaluation

OUGD403 - Module Evaluation

Looking at this module in retrospect I have enjoyed the briefs and fee l have learnt a lot. I feel the module has been a great way to ease me into university life. I have quickly established the work rate is high and the quality of work is important and strived in order to complete all briefs to the best of my ability. I feel I have acquired a range of new skills for example I now feel confident working on illustrator whereas before I had no prior knowledge of the software. I have also expanded my knowledge of graphic design as a whole with workshops on the fundamentals of typography and introduced me to specifically relevant designers. 

The first brief taught me the basic principles of type and allowed me to creatively experiment with letterforms in practical relation to an assigned word and typeface, this tested my design skills to understand the brief and creatively modify letterforms in order to create a successful outcome.

Brief 2 was an extension of brief one and allowed me to extend my final concept to a full typeface. This required a very technical approach that involved a transition from hand rendered concepts to digital versions. Through a rang of supervised illustrator workshops I now feel I have a solid understanding of illustrator and feel confident in applying these skills to other briefs and projects. 

Brief 3 allowed me to demonstrate my research skills through extensively researching a particular story from current affairs. I implemented both primary and secondary data from a range of sources including newspapers, social media and online articles that allowed me to collate a vast range of data. I was also challenged with the presentation of this research that led to me understanding how to effectively display this style of information. 

Finally brief 4 allowed me to elaborate on the research complied in brief 3. I feel this was the most creative brief in the module and allowed me to use my own personal expression to convey a message determined from my specific research focus from brief 3. I learnt about how to affectively communicate a desired message through a range of mediums for example text, image and a combination of the two as well as learning how my outcomes can be strong individual concepts yet work well together as a set. 

Overall I am happy with my progress through the module and my adjustment to university life. I feel I have already learnt a host of new skills and expanded on my knowledge of graphic design. I love having my own space to work within in our studio as it creates a great atmosphere that oozes creativity, being able to ask like minded creative people for their opinions on my work is invaluable and these surrounds make me strive to produce the best work possible. I am looking forward to continuing through the course and progressing onto the second and third years. Through this module I feel I have made a good start to becoming the type of designer I ultimately want to be.

Studio Brief 4 - Outcomes

Studio Brief 4 - Message and Delivery - Delivery

Outcomes

I have responded to the feedback in the interim critique and undertaken further research to give me inspiration that has been applied to my final outcomes.

Image Only Outcome

My Image only outcome is vastly different to the proposed concept suggested in the interim critique however I feel the concept is ten times stronger. The concept behind this piece is based on the ongoing Afghanistan Conflict, I have created a range of symbols that ambiguously blend into the background these include important features of the conflict such as injured soldiers, secret documents, guns tanks and national flags, these represent the ongoing conditions within the conflict. The yellow square then represents the media and how it chooses to ignore all of the ongoing conditions depicted in the background and only reports on large scale issues and events such as bomb strikes. This highlights my overarching message of how the media are biased and subjectively document current affairs.

I have chosen a yellow square to represent the media as this will instantly attract the attention of an audience as well as giving connotations of danger and warning through its use in warning signs, It also suggests the media is toxic through connotations gained by the toxic substance symbol. 

I am happy with the final outcome of this piece as  I feel it accurately depicts my intended message explaining it clearly through a highly documented context that an audience will be able to interpret and understand clearly. 

Text Only Outcome

My text only outcome again differs greatly from the proposed concept in my interim critique, however I feel these changes greatly affected the quality of this outcome. I have used the word 'TRUTH' as the primary focus for this concept, this will instantly grab the attention of an audience and create an enigma with the use of smaller text that requires one to stop at interact with the piece. I have taken inspiration from 3D cinema creating a three dimetional affect that is visually jarring and could make the audience feel uncomfortable, even dizzy. This three dimentional effect is given context by the anchored text 'Distorted by the media' suggesting again the media are biased. I was so committed to the success of this concept it was only after printing that I realised this outcome uses 3 colours when the brief states only 2 should be used. This is an error on my part however non of the students I asked for feedback commented on this until post production. If I had time to revise this outcome I would reduce it to only 2 colours. 

I have chosen Helvetica as my typeface as I feel this is clearly legible and will attract an audience even when in context for example a busy underground station. I have used a dark grey background to create continuity between the set of posters, this then informed my decision to use white text in order to successfully contrast the two elements adding to the legibility of the outcome. 

I am extremely pleased with this outcome, I feel the message is clearly articulates and the context is clearly demonstrated through the supporting text. I feel this piece will react well with an audience and could be used in a range of contexts due its exceptional legibility. 

Text and Image Outcome

My type and Image outcome was achieved as an extension of the interim critique due to the positive feedback received. The concept is extremely evident, I have created a bold and minimalistic symbol of a newspaper anchored with the text 'BOOK OF LIES' this clearly articulates the specific message of media bias that runs through all three outcomes. 

I have again used helvetica due its legibility and to create continuity between the text outcome and this piece. Other examples of continuity within the suite of outcomes include the 'Pantone Neutral Black C' background and 'Pantone 395 C' yellow creating a house style within this suite. 

I think an audience would react well to this outcome due to its clear message and simple imagery that could be placed affectively in a range of contexts and environments. 

Design Principles - Visual Literacy - Negative Space

Design Principles 

Visual Literacy, Negative space - 11/11/14

I was introduced to negative space through a seminar and workshop that was used to develop our understanding of this concept. I found it was extremely important to consider this within graphic design as it can be used effectively to articulate a concept or hidden meaning. As a group we looked at some famous examples of negative space including potentially the most successful example; the Fedex logo. The logo creatively uses kerning to create an arrow in the negative space of the 'e' and 'x' this symbolises the companies efficiency and relates to there logistics business. 

We were then set a brief to experiment with negative space ourselves. We could choose any word and were tasked with using the negate space effectively to communicate something. I initially had difficulty picking a word so was assigned 'cat' by the tutor. I felt this was better as I had to work creatively from scratch. I played around with a range of initial ideas I started to experiment with the ears as I felt this was a distinguishing feature however later developed this into experimenting with the whole body. 

My final design I feel is quite a creatively abstract resolution to the brief I have created a cat silhouette from the three letters c.a.t. I really like the abstract quality to this design as at first it just looks like a cat silhouette but upon closer inspection you start to see the word within it. I like this resolution as I feel its works well to articulate the concept.

Studio Brief 4 - Further Research

Studio Brief 4 - Message and Delivery - Delivery

Further Research

Shepard Fairey

Shepard Fairey is an american street artist born in 1970. He initially became known for his work with skate board label OBEY for his 'Andre the Giant has a Posse' campaign. However His fame became widely spread in 2008 for his work in the US presidential election campaign for Barack Obama. His 'Hope' poster has become a modern design classic and has rendered Fairey one of the most influential street artists to date. 

FrenchForch

FrenchFourch is an independent publishing house based in Paris, France. They mainly manufacture books, posters and t-shirts as well as organising art exhibitions. Their ethos involves highlighting young flourishing graphic artists through meeting, collaborations and productions. They predominantly work with print and pay extreme attention to detail in order to create amazing prints.

From this research I can see a clear bold, graphic style that appeals to me. When developing my chosen concept I will aim to include elements from these designers and studios within my outcomes as I think it will deliver a range of great quality outcomes.

Studio Brief 4 - Interim Critique

Studio Brief 4 - Message and Delivery - Delivery

Interim Critique

Having developed an extensive range of initial ideas and established my the strongest designs based on my own opinions and the views of other students I felt confident to present these ideas to a group of students and lecturers in an interim critique. We were split into groups and asked to present our initial thoughts about what we could produce, I was told to articulate the message behind my designs and explain their concept. 

I explained how although Studio brief 3 was about Russell Brand I had chosen to focus specifically to focus on how the media had reported the story subjectively. This lead to my decision to focus on media bias throughout this brief. 

I presented my designs and explained their individual concepts (Concepts) before asking for feedback from the group. They were largely supportive of these concepts however the lecturer made specific comments to how he thought my designs almost conveyed 3 separate that although work together and look aesthetically pleasing, he felt they could work better if one unified message was presented over the 3 posters. In retrospect I agree with this feedback as it will create a unified range out outcomes that work together to articulate my specific message. 

Members of the critique group said their favourite design was from my text and image concept, they liked the simple design saying 'the image is strong and bold' and 'I love the statement' this was reinforced by a number of students including the lecturer saying this was their favourite design. 

From this feedback I can now look at ways to present a unified message based on the design of my text and image concept. I think I will try to include a similar style across the range of outcomes, that following the positive feedback should echo the design of this concept. I will aim to use simple bold imagery that efficiently informs the audience. In order to achieve this I feel as though I need to conduct some more research into specific designers such as Shepard Fairey who using bold simple imagery I will look at other screen print designers as I feel I can take inspiration from the bold simple stencils used. 

Studio Brief 4 - Development

Studio Brief 4 - Message and Delivery - Delivery

Development

From the initial ideas, found here; Initial concepts I then moved to to developing these concepts further in order to make the concepts of a high standard before presenting them to a group. 

Image Only Concepts; 

Image concept 1 

The first concept for my image poster uses satire type illustrations to portray a corporate figure controlling the general public like puppets on a string. I tried a range of developments for this design including changing the character however found I preferred the first image as I felt it was aesthetically pleasing and delivered the message successfully. 

Image concept 2 

My second image only concept uses ideology from tarot cards, I have used the Justice card  as reversed it means biased, unjust and lies. I have remodelled the original image giving it a dystopian sci-fi edge, through the development process I have developed features and added wavy hair reminiscent of Psychedelic posters throughout the 1980's. I have chosen the 3rd development of this design as I feel it could be successfully recreated digitally however I feel I could be challenged with my use of colour.

Image only 3

The third design draws on how the media can be perceived as evil, I have experimented with using newsprint for the background and as a fill for the skull however eventually chose a newspaper backdrop with a bold black skull as I think it will have impact when glanced at by an audience. 

Image only 4

My final design concept for the image only poster shows a graphic scene of the general public rebelling against the ideology that the media is correct and reports the truth. When developing this design I looked at how I could alter it to achieve the most impact and found that using a group of people showed a scene of a majority rebelling against the media.

Preferred Image only Concept

I then asked a range of students for their opinions on these designs and which they felt I should take forward into the critique and develop further into a sophisticated final concept. I found the most popular concept was the third. students liked the use of newsprint to clearly identify a message, they commented on the bold imagery and liked the use of red as it acted like 'blood scratch marks', they finally said it can be used as a metaphor for painting the devil because of the hand rendered paint-like effect used. Other reasons they chose this design over the other included design 2 being too abstract with one student saying 'it needs to be explained before it can be appreciated'. 

Text only concepts; 

Text only concept 1

I felt my first text concept was extremely strong, the use of a bold simple glyph instantly stands out and creates an enigma within the piece, I have experimented with position and text including examples and statements. I chose my final design as I feel the text adds to the enigma if the whole piece, It is purposely vague and thought-provoking which I feel works well as a design.

Text only Concept 2

My second text only concept uses shock techniques the bold quote 'Lying Bastards' will intrigue and shock an audience, and will make them want to look again to see if they have read the poster correctly the first time. I experimented with bold typefaces and placements however for my final design chose to continue with a satire type theme. The typography used in my final design is 'The Daily Mail' typeface, this is instantly recognisable so will be obvious to an audience what I am suggesting through this image. I have also incorporated negative space within the piece to draw an audience into the message. 

Text only Concept 3

For my third concept I wanted the design to be solely reliant on the text, the thought provoking text 'The media controls the mind' will grab an audience and hopefully make them question this statement. I wanted to use a modernist principle for this design so when digitally developed I would use minimal colour, helvetica typography and an abundance of white space. For these reasons I have chosen the third variation as my preferred design. I feel the text is positioned well to cover the space in 'designed' manor. 

Text only Concept 4 

My final text only concept draws reference from the dictionary. I have mimicked the format of a dictionary definition however substituted the definition for a creative solution that conveys my message. This in some ways stands as a message of how anyone can change the meaning of something as when developed into a final concept it would look like a legitimate dictionary definition. I have chosen my final design as I felt it was the clearest message that is concise and easy to read.

Preferred Text only concept

I have chosen to take the first of my text only concepts forward to my interim critique. I like the bold imposing glyph that evokes and enigma and I feel the anchoring text explains the concept well. Other students shared my appreciation for this design saying they loved the use of the oversized glyph and that they could see it looking 'fantastic' produced digitally. Overall they said this was their favourite design as it grabbed their attention when they were laid out on the table.

Text and Image Concepts; 

Text and Image Concept 1

My first text and image concept, I feel as a grunge, graffiti style. I like the use of imagery, the  suit gives instant connotations of a corporate body and by not including the facial expressions gives a sense of no accountability, impersonal and 'faceless' lies. I experimented with the anchoring text however found my favourite was the simple use of the work 'lies' I like the position of the text as it is as if he has been branded a liar which adds to the semantics of the image. 

Text and Image Concept 2

My second concept uses the famous quote by Dan Brown - 'Media is the right arm of anarchy' I looked at different ways I could visually represent this and decided that my favourite design was the use of a bomb illustration created with newsprint. I feel this accurately sums up my message in an aesthetically pleasing and engaging manor. 

Text and Image Concept 3

My third design uses a minimal theme. The central newspaper is instantly recognisable by the layout. I have experimented with the anchoring text however chose 'Book of Lies' as my preferred design this is because it clearly articulates the message in a short and snappy sentence that creates an enigma and will hopefully engage the audience. 

Text and Image Concept 4

My final text and image concept uses a conceptual quote 'The media controls the mind' I have experimented with a range of imagery that represents this quote however chose the brain and spinal chord illustration for my final design. I feel this would work best hand rendered and scanned in with mediums such as watercolour. 

Preferred Text and Image Concept 

I have chosen to take concept 3 forward into my interim critique and to potentially develop into my final concept. I have chosen this design as I think the individual components work well to deliver the message clearly. The simple illustration is easy to identify and works well from a distance, the text is short and easy to read especially if the poster was in a travel context for example in a train station or shopping mall, finally I like the use of negative space within the piece as it ensures the viewer focuses in on the message and is not overwhelming.