Poster Development
Tutors suggested in feedback critiques that the aesthetic and composition of the poster was appropriate and engaging however contextually the images weren't appropriate as the campaign targets a celebration of local produce and the images shown in the initial poster designs weren't of local produce as lemons and avocados are not associated with local produce of Hawarden. To make this more contextually appropriate I considered what produce was local to the community. Establishing the theme of meat, fruit and vegetables within the trilogy poster series to holistically represent the produce the Hawarden Estate supplies to the local community, I concluded pairs for the fruit as there are pair trees surrounding the parking lot of Farm Shop. For the vegetable theme I identified carrots as a key vegetable that is produced in the Hawarden Estate grounds, these images are more contextually appropriate to my concept and audience and will be more clearly associated with local produce.
Developing the pear illustration in a similar style I trailed different seed patterns for the core however the smaller designs contrasted the large bold blocky aesthetic therefore altered this to fit the whole core adding texture to the illustration through the dotted pattern that fits the aesthetic well.
Applying this to the context of the poster I trailed two different arrangements, originally I used a grey stroke for the illustration however this would break continuity with the steak illustration that received positive feedback from tutors, this was later developed into a dark green stroke to keep the image as a singular tonal colour scheme with the grey boarder and campaign logo to create continuity across the series.
Developing the carrot illustration in a similar aesthetic the lines of the illustration weren't too perfect to highlight the natural deformities and imperfection of local produce reducing the stigma of perfect veg. I incorporated the hashtag along the side of the poster series to incorporate social media into the campaign and help transition to digital platforms.
FEEDBACK:
Feedback from this developed poster series was encouraging the bold individual colour palettes that worked well to create individual stand out poster design that then seamlessly linked in as a full series through the use of a consistent visual style, Peer designers liked the bold and engaging aesthetic and felt this would effectively engage the audience through the bold minimal design that is brought out by the vibrant use of colour and compliment by the consistent use of grey.
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