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Diploma project | Pulak bhatnagar | Turmeric Design | Guide: Mr. J. Menon | D J Academy of Design 2012
Contents
001 | Foreword 002 | Project brief 003 | Project plan & Research overview 004 | Visual development research 012 | Case studies 018 | Keywords 019 | Moodboard 020 | Exploratory sketches 062 | Lineart & Coloring process 066 | Finished illustrations 073 | Patterns 098 | Cushions 104 | Quilts + Pillows 113 | T-shirts 118 | Onesies 123 | Wall Decals 129 | Flash Cards 140 | Printing process 145 | Sample photographs 146 | Studio feedback session 147 | New sketches 171 | New illustrations + Re-worked colours 175 | New patterns 211 | New T-shirts 215 | New Cushions 221 | Acknowledgements + Bibliography
Foreword
Turmeric Design is a design studio lead by Kriti Monga. Located in Greenpark, New Delhi, Turmeric Design indulges in work like Graphic Design: Identity and branding, print and publications, packaging, environmental graphics, web and interactive, Illustration: for narratives, magazine and book covers, travel diaries, advertising etc. Turmeric Design is starting out with a new brand in partnership, aimed at children who are in the 0-6 years age bracket. The Brand aims at providing premium quality products to an audience that can afford the same. The illustrated products will have a unique visual language which will also aid in visual development of the children exposed to those products.
Project Brief
The following was the project brief that was given to me for a 12 week project.
1. To research and set parameters for the drawings and patterns (based on existing
research and understanding) that suits an age group 2-6 yrs. Use this understanding to develop a style of illustration that would be used for the entire collection. Develop a set of 12-15 illustrations/ characters (animals, birds, marine creatures etc) with an aim to translate their use onto products.
3. Take a few of these products (roughly 6-8) through the entire production cycle,
assisting in any design modifications or quality overseeing that may be required.
Project Plan
Preparing a project plan after receiving the project brief was one of the foremost steps of the process. Upon further discussion at the studio, the project was broken down into following steps: 1. Research and study: To study via various resources and understand what is the need for an audience of a particular age and what aids in their visual development. 2. Setting illustration style: Based on the study from the research, start sketching out through various styles of drawing and explore a variety of options. 3. Final illustrations: To take the sketches forward and convert them to finished illustrations. These illustrations will then be taken forward for product development for the brand. 4. Product application design: This step involved taking the illustrations and creating patterns out of them, in order to use them as prints/ standalone illustrations on products. 5. Production overseeing: This step majorly involved preparing files for certain methods of printing and tweaking the design depending on the feedback after the sampling stage. 6. Documentation: This phase involves documenting the whole process and the output.
Research overview
The purpose of the research phase for this project was the following: To understand the stages of visual development in human baby visual sense. Understand colours and shapes when concerning 0-6 year old children. Understand the concepts that work best for children of that age. To understand a variety of product applications for the target age group. To study other relevant brands and understand the strategy and illustration techniques.
Following are few helpful strategies to aid the visual skill development of infants: Encourage baby to look at your face by humming. Moving objects help attract attention. Black and white, brighter colours of high contrast stimulate the retina development. Standalone poster colours will not work, but good combination with contrasting colour will. Over-stimulation is a threat to the visual development and needs to be kept under check.
The child can match identical objects, recognizes self in photographs, matches simple and concrete shapes, imitates simple strokes. Its suggested that the parents read to their child and let him/her see what is being read and point out the pictures.
A continued growth in figure-ground perception skills is observed. The child can sort upto 4 colours and starts finding details in picture books. The children at this age can assemble 34 piece puzzles so its encouraged that they be
given more drawing, colouring and painting activities.
A continued growth in figure-ground perception skills is observed. The child can sort upto 4 colours and starts finding details in picture books. The children at this age can assemble 34 piece puzzles so its encouraged that they be
given more drawing, colouring and painting activities.
The child can draw familiar and recognizable pictures while also identifying various colours. The children of this age can piece together a 45 piece puzzle. It is advisable that the child be provided with opportunities to colour, cut & paste, join dot to dot pictures. Another suggested activity is creating patterns using blocks with the child.
Colour preferences
Talking about colour preferences of children, following are few observations by Dr. Anna Franklin from Surrey baby lab, UK: When colours are presented in pairs, babies take special interest and tend to look for longest time at Blue, Red, Purple and Orange. The shortest amount of time is spent at Browns and Greys. Irrespective of culture, it is shown through researches that children prefer highly saturated, richer colours than de-saturated colours of the same hue. As early as age of 4 months, children learn to distinguish between colours and develop preferences. But it is still important to expose the baby to a wide variety of colours and patterns to further their development.
Blue, red, purple and orange which keep the child intrigued.
In order to avoid over-stimulation (essential for most active & excitable toddlers), calm pastels on walls help. It is suggested that brighter colours be introduced with toys, equipment and soft furnishings.
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Repeat patterns
To understand how using repeating patterns over various mediums help in the visual development, following are few pointers: At around age of 4 months, infants tend to attend to details within patterns. A more global view of patterns tends to emerge at the age of 6 months or more. Babies are extremely intrigued by high-contrast repeating patterns. It also helps in their cognition process. High contrast visual patterns, such as in black and white or high contrasting colours and shapes improve the visual sense and understanding of infants exposed to them.
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Art cards, temporary tattoos, stamps and wall decals by Wee Gallery
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Keywords
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Moodboard
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Exploratory sketches
The exploratory sketches are where all the understanding from research takes form. The aim was to explore different visual styles and see which one works best for the brand and its illustrations. The following pages will show how the drawing style evolved over the time of exploration to arrive at the one which was finally taken forward.
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Exploratory sketches
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Lineart process
After exploring the sketches of various animals, a feedback session at the Turmeric Design studio got me some pointers on the changes I can make to the sketches to have them work better in accordance to my research and from a market-selling point of view. Also, the sketches helped me narrow down to a style of thin to thick lines for the animal characters. This style will help create a unique visual language for the brands illustrations as well as be strengthened by the scientific understanding of contrasting patterns and shapes. The visuals on the right explain my process of creating finished lineart from the sketches for the illustrations. Taking the Giraffe as an example, this process shows how I used layers of different drawings and then combined them post scanning in Adobe Photoshop to cleanup and merge the lineart and the pattern. The final lineart, once cleaned, was taken forward for the colouring process which is mentioned in the next section.
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Lineart process
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Pattern // Fox
The process which was described for Giraffe was followed for all the animals, including the Fox. Here, the pattern was tried against an orange background with white Fox as well as against a yellow background with an orange Fox. The product application tests can be seen on the following page. They include t-shirts, cushions, pillows, quilts and wall decals. The following pages also include patterns from other illustrations as well. Their respective product application family can also be seen alongside.
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Pattern // Elephant
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Pattern // Elephant
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Pattern // Elephant
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Pattern // Gorilla
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Pattern // Octopus
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Pattern // Panda
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Pattern // Penguin
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Pattern // Whale
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Pattern // Owl
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Pattern // Owl
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Products // Cushions
What was seen till now was the family of products from their respective patterns and illustrations. The following section covers only the cushion designs that were proposed as a viable product application. These are made from individual illustrations as well as the patterns. All the short listed variations can also be seen here which werent seen in the family of products on the previous pages.
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Products // Cushions
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Products // T-shirts
T-shirts are the initial set of apparels that the brand is looking forward to start with. Some suggestions for the t-shirt designs and colours are included on the following pages.
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Products // T-shirts
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Products // T-shirts
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Products // T-shirts
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Products // Onesies
Apart from the t-shirts as the part of apparels, onesies for infants also add to the collection. Colourful onesies with illustrations on them extend the family of products and invite the parents to understand the brand product family better.
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Products // Onesies
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pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:50:40 PM Process Black
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pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:53:03 PM fox blue
pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:53:03 PM fox orange
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pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:53:03 PM grapes green
pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:53:03 PM grapes purple
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pattern tile seperations.ai 3 70.71 lpi 45.00 5/18/2012 6:53:03 PM grapes yellow
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The Crocodile illustration doesnt fit the family well, hence needs to taken out of the set. The colour palette of the Owl needs to be less psychedelic. The drawing quality and style of the secondary elements in the patterns are not in line with the primary illustrations,
hence they need to be removed. Use a childs crib instead of the bed for visual prototyping and provide an idea of the scale. Use stitches and not only piping of colours. The Octopus and Elephant need to be redone, as the Octopus is too complicated a form and the Elephant is similar to the Hippo. New animals need to be added to the set; Parrot & Seahorse. The overall colour palette needs to be refined further, make it more in line with the qualities of the brand. Use only black lineart and not coloured. Include white in the colour palette for better interaction with background and the illustration.
Following pages compile the new set of sketches and illustrations for the Octopus, Elephant, Parrot, Fish and Seahorse alongwith the illustrations with new colours and their respective patterns and visual prototypes, inclusive of the feedback mentioned above.
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New sketches
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Patterns // Fox
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Patterns // Gorilla
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Patterns // Panda
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Patterns // Whale
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Patterns // Hippo
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Pattern // Owl
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Patterns // Elephant
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Patterns // Octopus
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Patterns // Parrot
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Pattern // Seahorse
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Pattern // Fish
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Cushions
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Cushions
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Acknowledgements
I would like to thank Mrs. Kriti Monga, Creative Director, Turmeric Design, for bringing me onboard this project and her constant guidance and feedback throughout the project. Her constant push and motivation helped me achieve the results which I didnt know I was capable of achieving. A special thanks to Mr. Jay Menon, Communication design head, DJAD, for his constant guidance and help throughout the project phase, his moral support and motivation which helped me better myself and my work throughout the project phase. I also extend a special thanks to Professor S. Balaram, Dean, DJAD and all the friends and family members whose constant support and feedback helped me bring out the best in me.
Bibliography
Early Intervention support, <http://www.earlyinterventionsupport.com> Science blogs, cognitive daily, <http://www.scienceblogs.com> Wikipedia, <http://www.wikipedia.org> The baby owners manual, Louis Borgenicht & Joe Borgenicht, Quirk books, Philadelphia, 2003. The Toddler owners manual, Brett R. Kuhn & Joe Borgenicht, Quirk books, Philadelphia, 2003. About.com, <http://www.about.com>
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