During our final crit, a number of strengths and weaknesses were discussed. Overall, the concept was considered very strong and displayed good consistency throughout the whole of the brand’s identity. For instance, the use of the pink strip throughout social media elements in particular produced a strong concept for platforms, such as Twitter.
Although the aesthetic and treatment of our identity was considered innovative, it was suggested that the concept behind these design decisions needs a bit more development for clarity of information. One of the main pieces of feedback suggested that it was not entirely clear through our concept that the exhibition is focused on traditional printing methods. In order to develop this concept, we were told to consider more carefully where the receipts would be photographed. For example, they should be taken into the print room at college and photographed onto the relevant equipment or objects which would enhance the clarity of the exhibition’s content.
The posters were considered to work well in the context they have been used, as the receipt alone to display information would have been too small and as a result would have potentially been overlooked by the general public. Similarly, another piece of feedback suggested that the receipts are strong against bright backgrounds, which makes them more engaging and interesting to look at.
Despite this, alternative ways for the publicity of this information was suggested. In order to keep the concept entirely consistent we could potentially experiment with printing all relevant information and imagery onto the back of blank till rolls and hand out for use in shops. This process would mean that information on the exhibition would spread quickly to a wide variety of people around Leeds. Another potential idea would be to leave the receipts in self-service checkouts where they would typically be found by the general public.
The wayfinding was said to be one of the strongest elements of the overall identity in it’s design. The chosen stock was considered to be well-thought out as the texture was very similar to that of an ordinary receipt. Again, the use of the pink strip kept good consistency with the rest of the brand’s identity and the way these have been produced allows for cost-effectiveness. However, it was considered by some that receipts are not typically landscape in their format. Based on this observation, it was suggested that these designs should be formatted to work in such a way that would be vertical and more representational of a receipt roll.
EFFECTIVE COMMUNICATION OF INTENTIONS?
The three main requirements for this brief was that the branding identity should be representational of the public spaces in Leeds, traditional printing methods, as well as being celebratory in tone. Our final concept uses the idea of disposability in public spaces, creating links between the disposability of exhibitions themselves as well as traditional printing methods. The consistent use of receipts throughout our identity produces these links, in that receipts can be considered a form of print which the general public would be most familiar with. Although an apparent link, feedback suggested that this concept did not communicate effectively the theme of the exhibition being traditional print, and so the clarity of information needed developing.
Despite this, the initial use of receipts photographed onto colourful backgrounds communicates some of the public spaces of Leeds in their design. The cost-effectiveness of the final outcomes also meant that publicity material can be mass produced to leave around such public spaces to promote the exhibition. In regards to being celebratory in tone, the use of public spaces within some of the designs shows a subtle celebration of some of the public spaces however potentially not enough to be effectively communicated throughout the whole identity.
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