Poster: Alpina B7

Project: Serif Vs. Sans Serif Effectiveness in Advertising
Type: School Project
Class: ADV5503 Persuasion and the Marketplace
Photographer: Kevin Nguyen (Photos used with permission.)

Two posters designed for an experiment to determine whether serif or sans serif typefaces are more efficient and effective in eliciting positive emotions in print advertisements. The subject of these posters is one of four; only two were present in the experiment.

Each set of posters were set in both serif and sans serif type (one family each) with varying weights.

Media Kit: The Phillyfoodaholic

Meet Alyssa Laufer, AKA the Phillyfoodaholic (@phillyfoodaholic). She kept her social media presence as a food critic a secret (not really, it just never came up) with our newly formed friend group for a while. When she let it slip that she managed an Instagram that had over 1600 followers and was the reason she was able to try a lot of varying foods throughout Philadelphia, we all immediately followed her for support (and to drool during and after class).

Read more

Tutoring

What do you do when a former colleague of yours comes to you with a slight (large) career change in mind with no interest in getting a whole, brand new four-year degree, but is willing to work alongside and under you to learn your trade?

You laugh and say tough cookies, my man.

NO! Absolutely not. You help them and give them the tools they need. I would never encourage someone to go and get a second bachelors degree to change careers unless they were absolutely passionate about it, but I wouldn’t also turn someone away who asked for help that genuinely wanted or needed it. If I can provide, I will.

My friend, former colleague, and now pupil, has been in touch with me to see if i could teach him things about graphic design for a couple of months now. The good news is, he has a creative base to work on, especially when it comes to composition, which is what we’re working on now. I’m not an educator by any means, and honestly, I don’t want to make this boring for him. It’s crossed my mind to take what I learned in 15 years of self-education and 4 years of formal and condense it into months of learning. Some would say that’s really unfair, that I had to pay thousands of dollars and push through four years of constant judging, belitting, and the utmost drilling of information and ideas just to hand it to someone to do over, say, 8 weeks time.

Nah, it’s all good. I have knowledge and skill and if I can share it, I will. I did it at my last job, and the job before that, and the job before that.

He’s not going to become a master graphic designer under my guise. In fact, that’s a task he’s going to take on by himself. There are TONS of graphic designers who are successful, but self-taught.

I need to start by having him understand what graphic design is. I showed him the course path LinkedIn Learning has on graphic design and the first module available in the course is “What is Graphic Design?”

Today’s email, I saw he sent back his latest assignment. After a few weeks on the pen tool, with the ellipse and marquee tools peppered in, I decided he was ready to start learning about composition. Yesterday I emailed him an assignment briefly explaining depth (which should be a refresher, as his degree is in photography) and asking him to create a composition using color and shape to show me depth. He emailed back to me a correct, but very basic and boring assignment.

Depth_Example-01.jpg

I didn’t specifically tell him to jump through hoops, but I also didn’t expect getting the bare minimum back, especially from someone with lots of fire. So, I emailed him back and said, “Do it again, but this time let’s think outside the box.” I showed him a couple of photographic examples of depth and two examples from design (on top of the other examples I originally sent with the assignment) that show depth and hierarchy. I also attached the image on the left. I did it in 5 minutes, but I used color, shapes, and layering to try and show something that’s not just a bunch of triangles in a size/gradient order sitting atop a box with another gradient effect.

I told him for this assignment, his piece didn’t need to make sense or have a story, though if it did (both make sense and have a story), I wouldn’t be mad because it would further prove his understanding and help define his thought process.

The piece I did to show was done in 5 minutes using about 4 layers and some doodling around to make it make sense. To me, I was thinking of a stylized galaxy, with a ringed planet. This isn’t the Mona Lisa of my portfolio, but I hope he sees it and is inspired to make something much better.

Welcome to Animal Crossing

330+ hours later, today, I have a 5-star island, am quickly learning all of the hundreds of villagers’ names in the game, getting upset over people plucking my flowers without permission, and eagerly awaiting the next big update, which promises us crops, from what I gather.

Read more

Design Quickie: Last Minute Business Cards (Real Life Application)

While texting a fellow classmate/friend about tomorrow’s career fair, I asked her if she needed me to print anything out for her: portfolio, resume, etc. She said she has all of that, so she’s good. I reminded her, “Don’t forget your business cards!” This was assuming she had at least gotten ones from the school of business when they were offered to us last semester. “I don’t have any!”

Feeling like business cards are important, I asked her, “Do you want me to whip up some quick ones for tomorrow?” She gratefully accepted and I decided that for today, this would be my design quickie. I had to raid my stash of papers and stocks to see if I had any white cardstock. Unfortunately, I only had light gray, and because I have a 6-cartridge photo printer that does not employ white ink, gray was not an option. However, I did have a pad of bristol vellum. Although it’s textured and not ideal for inkjet printing, it was the best I could do with short notice. I pulled out that pad, a cutting mat, my light tablet, my last pack of Letratac and a box of laminating sheets.

The front selections for Jojo’s business cards.

The front selections for Jojo’s business cards.

I went to work on these cards, keeping in mind what I did for her writing portfolio—she used gray, black and red. Although red can be beautiful, I felt like it would have been too strong of an accent color here, so I just went on with grays and black. When i finished a selection of three fronts and three backs, I emailed her a screenshot of her selections and let her pick. She liked “1 and 2”, so that’s what we went with.

I had her confirm her information was correct and went to work printing. The ink did just as I thought it would: it bled a little bit and the texture of the paper made the ink look spotty. It didn’t look terrible, but it didn’t look as good as it would have on a smooth, coated paper. An option I had would have been to print the faces on presentation paper, then adhere it to the bristol, laminate, then cut. However, I felt like for a quick, last-minute project, that would have been a bit extra.

Of course, my printer decided that it would not listen to my computer’s settings and print these sheets double sided, thus rendering more work for me in assembly. No worries. I printed the first set on two separate sheets, forgetting that I could just flip the sheet, re-feed it and it would be A-OK.

I took paper tape—you know, the kind you buy at Walgreens in the bandage section—and after using my overhead snake-neck lamp to put the sheets together and line them up, taped the sheets together on one end like a hinge and attempted to apply the Letratac to the back of one sheet.

I learned the hard way that my Letratac is so old, it doesn’t work as well as it would have ten years ago, brand new. Luckily, I had Tombow adhesive dots in that little pink handheld doodad and, with the help of my light tablet, applied adhesive on the backs of the cards, around the perimeters and then in the middles for reinforcement. I closed the papers onto each other, and decided it would be safer for me to hand cut these rather than use the guillotine for fear of squishing the ends.

I hand-applied the laminate to both sides of these now two-ply cards and began to cut them out by hand.

48 plus cuts later, the first dozen was done. For the second set, I decided to flip the paper this time for printing, which allowed me to have single-ply cards, and to cut down production time on them. Print, laminate, cut, done.

I’m pretty happy with how they came out for a quick 10-minute design and hour long assembly process. They’re not professional and if I had my way, I would have had a better stock of paper to choose from, as well as a printer with a heater so the bleeding would be minimal, but alas here we are. I worked with what I had, and after a few photos were sent, my classmate/friend is a happy camper and now she has 24 business cards to pass out at the fair tomorrow.