In development I decided to choose the peg board idea to celebrate the survival of Hyde Park Picture House in 1989. From positive feedback and a real desire to push this idea further I felt it was the best option to develop as it has a number of aspects which are celebratory.
I drew influence from peg boards used commonly in coffee shops and restaurants but the direct link to this brief is that the cinema uses them to communicate showings and times. They are versatile and functional pieces of the cinema that provided me with real influence to portray my idea using a peg board style.
The main typographic treatment is the display type which is the focal point of the poster. Using the peg board dots to create a bespoke typeface with rounded characteristics which has a contemporary feel to it. Creating the typeface was an enjoyable process as I combined each dot with blend in illustrator but when designing each letterform I aimed to relate the type to the cinemas features. When designing the 'V' I had an opportunity to have the letterform informed by the diamonds which feature on the front of the building, like alongside the traditional lettering and on the ticket booth. Again I could use the diamond angle on the 'A', but this time around I mulled over the type design. I felt the 'A' was weak and undermined by the other letterforms, this is down to the crossbar being high so the eye is undermined. Compared to the more robust 'A' I originally designed, this one has an apex which is mainly the reason I ended up picking the diamond shaped 'A'. Along with it having more of a informative reasoning behind it and my peers believed it was more bespoke, even 'weird' was one word my peer used to describe the characteristic of the letterform. Other small changes I made to certain letters was the middle stroke on the 'E', this was to just make the letter more subtle and less robust.
The next stage of developing this idea was playing around with the alignment of the display type. The original idea is set in flush left / ragged right, this offers the most legibility but I wanted to experiment with the alignment as many peg boards play with the layout of lettering as the perforated peg board offers versatility. Flush right / ragged left and a mix of left and right alignment was tried out but I felt the original maintained the most legibility and stability. I also believed using centred aligned wouldn't work as the bottom half of the display type would be too bottom heavy and the eye would simply be drawn to 'cosiest cinema'. Therefore I stuck with flush left / ragged right alignment for 'Long live the cosiest cinema'.
The use of colour is key to this as this is when the decision was made to screenprint the poster design. Sceenprinting offers not many limitations in terms of colour and thickness and nature of the material on which the printing will be carried out. Therefore I felt I could experiment more with finishes, stock and colour with screenprinting. For the colour palette I focused on the already existing and recognizable colour scheme of black, yellow red and white that the cinema uses. In development it was a case of trying each colour out as the background colour and seeing which one works the best with a contrasting type colour.
At this stage I was rather unsure on which colour worked best so I required peer feedback, the feedback as follows: 'I want to say red or black, more likely the red as it says cosy to me. The yellow is a little too light to be seen as cosy i think'. This was a piece of valuable feedback as it urged me to look more into colour theory and subsequently this would help me choose a colour scheme to go ahead with. Even though I could experiment with the colours during the print process with the use of different stocks and inks, it was a valuable part of the process to look at colour theory to see which one represents the cinema best and acts as a celebratory colour.
Yellow
Yellow is the colour of sunshine. It's associated with joy, happiness, intellect, and energy.
Yellow produces a warming effect, arouses cheerfulness, stimulates mental activity. Use yellow to evoke pleasant, cheerful feelings.Yellow is very effective for attracting attention, so use it to highlight the most important elements of your design.
Red
Red is the colour of fire and blood, so it is associated with energy, war, danger, strength, power, determination as well as passion, desire, and love. Red is a very emotionally intense colour. Red brings text and images to the foreground.
Black
Black is associated with power, elegance, formality, death, evil, and mystery. Black denotes strength and authority; it is considered to be a very formal, elegant, and prestigious colour. Black gives the feeling of perspective and depth, but a black background diminishes readability. Black contrasts well with bright colours. Combined with red or orange, other very powerful colours, black gives a very aggressive colour scheme.
White
White is associated with light, goodness, innocence and purity. It is considered to be the color of perfection.White means safety, purity, and cleanliness. As opposed to black, white usually has a positive connotation. White can represent a successful beginning. In heraldry, white depicts faith and purity.
From looking into colour theory I had a more clear understanding of what colours to use. Firstly using yellow as the background colour it helps to produce a warming effect and arouse cheerfulness but also attracts attention and contrasts well with a black type. Using black type with a yellow background helps highlight the most important element of my design. As the type is the main aspect of a peg board, I needed a colour that helps highlight the type again for the dots so I chose white as its subtly pleasing paired with yellow and black. These three colours working together are often used for the cinemas promotional work so they seem relevant to use too.
Once the colour scheme was settled upon I added body copy which gives insight into the event which saved the cinema in 1989. The body copy is 18px so more than okay for screenprinting as the lowest is 12px for this type of traditional print. This now acts as a informative poster which delves into a part of the cinemas history. With the addition of body copy I altered the layout a number of times to see which composition was best. Other design decisions to be made were the type choices for the body copy, the three I highlighted were all sans serif fonts but the final decision was Rubik as its slightly rounded corners help compliment the rounded corners of the display type.
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