Recipe: Aesthetic/Composition Exploration
Developing an aesthetic in a similar style to create continuity with the posters was particularly challenging for the pumpkin illustration, I opted for an areal shot as this was more engaging artistically than a standard pumpkin silhouette. I developed a range of different variations of this illustration to be most representative of the object eventually creating the tonal orange illustration that creates synergy with the posters to be easily identifiable as part of the same campaign.
Extending this into an engaging graphic for the front of the recipe card I wanted to create alternatives to the singular stand alone object on the posters to create variation within the campaigns visual imagery. This repeat pattern was more appropriate for the smaller scale of the recipe card. With this imagery I then placed this in two different compositions, one taking inspiration from the poster composition with a large campaign logo and smaller recipe card title in place of the posters hashtag.
The second composition utilises the available space and better positions the imagery, this is then supported with the brand logo to further attribute the brand to the campaign and a recipe card title. I concluded this composition was more engaging based on tutor feedback which suggested removing the dots from the pumpkin illustration and applying these to the background for the texture as dots within the illustration make it look more like an orange than pumpkin, I agreed with this feedback and also felt this composition was more appropriate to create variety within the campaigns visual communication as if every piece of collateral was identical it would become boring, the subtle differenced within the recipe cards design still allows the resolution to be easily identifiable as part of the 'Eat Local' campaign yet is uniquely designed to fit the form and purpose.
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