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Final Outcome

This is my final outcome, overall I'm happy with the final design as I believe the stock made a huge difference in the final stages of the process. The gsm worked out well with the fold technique and gave good finish to the leaflet. I achieved my aim of mixing the 'smoker of the future' content along with other anti smoking content and used the 'smoker of the future' tone of voice in my design with patronising type such as 'Make a choice'

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Folds


I started to experiment with folds for the leaflet, the two folds cover the infographic as shown so when folded the only thing you can see is the titling. The title 'where will the first natural smoker be born?' asks a question therefore you are inclined to open the leaflet. The leaflet is rather basic but effective as the fold covers the infographic. The feedback I received was that the titling is too basic when folded and maybe if the red type was bigger then it'd be more engaging with the audience.

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Further Development

These are two examples of my further developments for the leaflet, the lung idea highlights information about smoking, its very content heavy unlike the second one which is dependent on an infographic which conveys information about world smoking consumption. The feedback I received was that the content was very condensing for the lungs idea and that information was better communicated in the other leaflet which is more 'playful'

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Development

At this point I wanted to pick a suitable colour pallete and a typeface to use, I wanted my design to be consistent and believed these two would help me achieve this aim.

This was the colour pallete I chose, the colours certainly have a modernist style but I chose colours that signify warning and also I believe these colours are similar to ones related to smoking so it relates with the target audience. For the typeface I chose Din, I chose Din because if was to choose a sans serif typeface such as Helvetica then the leaflet would be a modernist approach on smoking which I didn't want. Din works well for headings and therefore commands well, as I want my leaflet to be patronising then I think Din does a good job of communicating this.

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Ideas

Above are my initial ideas for the leaflet, at this stage I was focusing on the idea and content rather than the folding techniques. I wanted to take three concepts further at this stage, each concept to convey different content. I asked for feedback on my designs to gain an understanding on which one to take further, the feedback was strong on the map idea as it seemed like the most engaging infographic, the lung idea which is a folded set of lungs which folds out also received positive feedback so at this stage I was considering which ones to develop.

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Leaflet inspiration

For research I looked at numerous leaflet folds and designs relating to information design, this research assisted in guiding my ideas.

The fold above is extremely simple but works well, I like this design because I don't intend to have a complicated fold but I do want something that catches the viewers eye and I believe a fold like this achieves that. Experimenting with varied paper stock for this fold is an option, this fold is a good option because the information doesn't have to be compiled into certain areas like say in a z fold.

The design above is less fold but more a book design that includes a leaflet inside, the small flap at the bottom allows a leaflet to sit inside the book. This is a clever idea but could prove costly considering paper stock.

This is an intricate fold which may look visually pleasing but could come across too complicated for users just wanting quick information.

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Information Design
Content Research 

The public information video 'smoker of the future' doesn't include much informative facts that I could present on a leaflet as the majority of the information is fiction. So Ive decided to communicate key facts, details, figures, statistics, data and knowledge on smoking health issues but have the potential of a natural born smoker as the underlying message. The content will focus on who smokes, smoking being harmful to babies and children and smoking affecting general health. 

Who smokes?

• Each day, more than 3,200 people under 18 smoke their first cigarette, and approximately 2,100 youth and young adults become daily smokers.
•  9 out of 10 smokers start before the age of 18,  and 98% start smoking by age 26.
• 1 in 5 adults and teenagers smoke.
• In 2011, an estimated 19% of U.S. adults were cigarette smokers.
• Approximately 18% of high school students smoke cigarettes.
• In 2011, nearly 18% of high school boys were current cigar users.
•  From 1964 to 2014, the proportion of adult smokers declined from 42.0% to 18.0%.

Smoking being harmful to babies and children

• More than 100,000 of the smoking-caused deaths over the last 50 years were of babies who died from SIDS.
• More than 400,000 babies born in the U.S. every year are exposed to chemicals in cigarette smoke before birth, because their mothers smoke.
• In babies aged 18 months and younger in the United States, secondhand smoke exposure is responsible for:  Approximately 7,500–15,000 hospitalizations annually, 150,000–300,000 new cases of bronchitis and pneumonia annually

• Babies who breathe secondhand smoke are sick more often with bronchitis, pneumonia, and ear infections.

Smoking affecting general health 

• More than 16 million people already have at least one disease from smoking.
• More than 20 million Americans have died because of smoking since 1964, including approximately 2.5 million deaths due to exposure to secondhand smoke.
• 8.6 million people live with a serious illness caused by smoking.
• On average, smokers die 13 to 14 years earlier than nonsmokers.

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Study Task 03
Public Information Video / Research 

This study was to choose a public information film then identify and analyse the following message, key facts, tone of voice and audience. I decided to pick 'Smoker of the future',This 1985 film uses futuristic images and music that appear to have been influenced by the 1982 film ‘Blade Runner’ which present a nightmarish vision of the first human ‘natural born smoker’.

The underlying message of this of this video is that the first natural born smoker doesn't exist so ultimately smoking still kills, my reasoning for this point is throughout the video numerous preventions of death from smoking are named but the one that stands out is this 'And of course an inbuilt resistance to heart disease, lung cancer and thrombosis, unfortunately the first natural born smoker hasn't been born' this video leads to this point and throughout it names the positives of a natural born smoker for example 'A longer nose to filter out impurities' but the final message is like a sucker punch because a natural born smoker doesn't exist. 

The key facts are the numerous positives of a natural born smoker like:
- Larger nose to filter out impurities 
- Self cleaning lungs
- Highly developed index and middle finger 
- Smaller ears because they don't listen
- Extra eyelids to protect against irritating smoke
- Inbuilt resistance to heart disease, lung cancer and thrombosis

These are all the key facts but all of them are simply fantasised positives of a natural born smoker, the real key fact is that smoking effects parts of the body named above for example lungs, eyelids and the heart. The video has a tone of voice that is formal, it states main points confidently and shows no empathy or emotion for the potential audience and sticks to the point. The audience itself is rather obvious, its directed towards smokers but also I think the future of potential smokers like teenagers. One point that sticks out is this 'Smaller ears because they don't listen' Its clear in this point who 'They' are.  

Photography Induction

As a part of this module we were introduced to the photography resource, firstly we had a short presentation about the equipment available at our disposal and how we can hire the gear. Then we moved onto the technical side of the cameras, this was helpful as I'm not very familiar with the use of some of the equipment available, the focus of the session was to look at shutter speed, aperture, exposure, iso, and RAW compared to  JPEG. I was familiar with some of these terms but it was useful to recap on some such as the differences between RAW and JPEG files, before this induction I often got aperture and shutter speed mixed up for some reason but now I can differ between the two. 

After the induction we were handed a small task to try capture two different types of photos. One was to use a fast shutter speed so that you achieve a style which the the whole subject / object is in focus with depth of field, then the second type of photo was to use a slower shutter speed to achieve a motion blur, which can give the photo some context behind it as it shows the subject / object in motion.

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Wayfinding Location

I've decided to design wayfinding for my student accommodation,IQ. The reasoning behind this is when I first moved into the accommodation I found that the signage and wayfinding wasn't very helpful, at first the biggest problem was just locating my block, as each block didn't have a sign stating which one it was. I also find most of wayfinding and signage very temporary, by this I mean its very make-do and unfixed. The wayfinding does have a consistent style which is helpful, I will most likely adapt the colours used by IQ as they stick to a strict colour palette and work well together.

The wayfinding does have a consistent style which is helpful, I will most likely adapt the colours used by IQ as they stick to a strict colour palette and work well together.

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Study Task 02
Pictograms

Using only shape and colour I had to develop a pictogram or symbol to effectively communicate my chosen olympic activity. I had to work within the supplied grid to generate a range of potential responses before selecting the most appropriate and to consider audience, scale, contrast, impact and clarity. Before picking a sport and starting the idea process I looked at previous pictograms used at the olympic games, I analysed what makes each symbol effective in communicating the sport. 

The committee of the Olympic Games in Montreal decided to use the Munich 1972 pictograms to ensure continuity of the graphic symbols. Modifications were made to some of Otti Aicher's pictograms by Georges Huel and Pierre Yves Pelletier. The geometric lines found both on the Munich and Montreal pictograms are inspiring for my own designs as the lines draw me into the negative space surrounding the shapes but one aspect I don't like about the design is the square box surrounding each pictogram, the line weight is too thin in my opinion and serves no purpose.

The pictogram silhouettes are made up of boomerangs, generally one for the legs and two small ones for the arms. The use of boomerangs, traditional hunting tools, pays homage to Australian Aboriginal culture. The pictogram style aims to be dynamic to recall the speed and agility of the athlete. I like these pictograms the most as they have content and a story behind them unlike the generic pictograms used at other Olympic Games. 

Once I finished looking at numerous Olympic Games pictograms I decided to pick Track & Field as the Olympic sport to communicate through a pictogram, I knew I could have variety within my design as Track & Fields covers a number of sports but I wanted the basis of my design to involve a track.

These were my first initial ideas for the Track & Field pictogram, the concept is that it represent an athlete in motion within the track, somehow I had to represent an athlete in motion but represent the various sports within Track & Field. Personally I believe the athlete looks like they are passing over  the baton as a part of the relay, I decided to stick with this design as it best represents an athlete in motion. The Circle surrounding the athlete represents a track.

Above is the final pictogram for Track & Field, I've added a extra track lines as it confirms the sport it is communicating. I chose green because of it association with 'field'. Overall I think the design represents Track and Field in an almost ambiguous way. 

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Influences

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Signage Research

Signs come in all different types of shapes, scales, materials and forms, therefore I wanted to research more into the types of signs and be more aware of the meaning of each type of sign.

The Square
The primary characteristic of a square sign is that it often symbolises an object within the shape, it communicates boundaries, the square almost forms protection to the object / icon within the shape.

The Triangle
The triangle can work in two important ways, when vertical it can direct movement. A simple vertical triangle is commonly used as a direction sign. Horizontal signs form an ideal sign for signals such as road signs this is down to a triangle symmetry, the horizontal base can convey stability and durability.

The Circle
A circle addresses a more strong approach than any other shape, the viewer often positions themselves inside or outside the circle, the circle is believed to certainly interact with the viewer the most because on a daily basis we come across horizontal and vertical objects but we tend to appreciate rounded forms.

Good signage / wayfinding compared to bad signage / wayfinding

This is Pentagrams wayfinding solution for one of London's best known and influential design colleges, the design is so simple yet effective because the main design triumph is how efficient the design is. Efficiency is accomplished by the signs being pinned to the boards, say if a lecture theatre or workshop block was to change location, the college could easily customise the wayfinding instead of overhauling the whole design. Pentagram achieved a successful wayfinding system, not just through design but functionality with the use of material and media. 

These two examples of bad signage and wayfinding is mainly down to bad kerning and too much content in my opinion. The kerning in the first example is totally off, the entire block of text is a mistake, personally I think the amount of content is too much for the viewer to take in while on the move. This example has proved the importance of kerning in wayfinding and how it can alter the viewers interpretation of an environment. The second example is another kerning mistake, this one doesn't have same occurring problem but has a big fault in the lettering of 'click' which makes it appear like 'dick'. I think the scaling of this piece may have caused this problem, so when designing my own wayfinding / signage I need to consider scaling pictograms and text so that they remain effect at any size.  

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Pictograms Research

A pictogram or also an icon, is an identity that conveys its meaning through its common resemblance to an object. Pictograms are often used in text and image systems in which the characters are to a considerable extent pictorial in appearance. Pictograms are commonly uses as a reference to the flat-styled, often coloured, simplistic ideas and objects, they've always been around in fact the earliest written languages were pictograms because of the use of conveying a meaning through simple pictures. In present day we use pictograms for all types of situations everyday but the use of digital interfaces has made pictograms more popular and subdued large amounts of content in interface layouts, this is efficient but the viewer has to be more aware of new/current pictograms.

When researching pictograms I wanted to look at the intention and purpose of different types of pictograms:

Indicative
Indicative is influencing thought and to informing the audience, but the viewer is left to make his or her own decision about how to act. For example this pictogram inform the viewer that he or she may smoke here but they don't have to smoke. Therefore it is unto the viewer receiving the information. 

Imperative 
Imperative is influencing the will of the audience,it intends to influence the behaviour of the viewer. The burning cigarette has a line through it therefore it intends to influence the receiver behaviour. Smoking is banned even though the viewer may feel like having a cigarette. 

Suggestive
Suggestive intends to influence feelings and make the viewer act in a certain way. The combination of the fist and the cigarette sets off feelings within the receiver. It represents an appeal to stop smoking for reasons of health.

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Wayfinding Research 

What is Wayfinding?
Wayfinding encompasses all of the ways in which people orient themselves in physical space and navigate from place to place. It is knowing where you are in a building or an environment, knowing where your desired location is, and knowing how to get there from your present location.

Semiotics
Semiotics is the study of meaning the study of sign processes and meaningful communication. This includes the study of signs and sign processes, indication, designation, likeness, analogy, metaphor, symbolism , signification, and communication. Its a general theory of signs and symbolism, usually divided into the branches of pragmatics, semantics, and syntactics.

Pragmatics
The relation between signs and sign using agents or interpreters,especially words and other elements of language,and their users. Its mainly the relationship of sentences to the environment in which they occur.

Semantics
It focuses on the relation between signifiers, like words, phrases, signs, and symbols, and what they stand for their denotation. Linguistic semantics is the study of meaning that is used for understanding human expression through language.

Syntactics 
This is the branch of semiotics dealing with the formal properties of languages and systems of symbols.

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Study Task 01
Wayfinding Research

For the first study task of the new brief, we had to visit a selection of places such as museums and shopping centres to find examples of wayfinding, signage and pictograms in use in selected environments and how they function. 

Size?

The signage found in Size is a good example of it reaching out to its target audience, when you first walk in the store the bright neon lights instantly catch your attention, this enhances the experience but immediately informs you of the navigation of the space. Brand logos are seen on certain floors to inform the public of where the products are, this is an efficient way of wayfinding but may cause problems with an older audience who may be unaware of these brand logos.

The Henry Moore Institute

The wayfinding throughout the Henry Moore Institute is very consistent and clean. It sticks to a basic colour palette which is key to the design because it doesn't pinpoint any particular audience and serves its purpose. The way finding is most helpful as it enabled me to navigate around the gallery with ease, this is mainly down to it being the only type in the gallery, when I visited other galleries the walls were often crowded with text which made it difficult to lay the course of the building.

Leeds Art Gallery

The scale and design of the arrows in these signs are the most important aspect of the wayfinding, Leeds Art Gallery use a simple wayfinding system that guides easily. The use of a clean sans serif typeface adds to the simplicity, the actual size of the type is questionable but the size of the arrows are able to direct the user.