TASK1 Futura and Verdana

Futura



Futura is a geometric sans-serif typeface designed by Paul Renner between 1924 and 1926 and was the most popular sans serif typeface before Helvetica and Universe.

It is based on geometric shapes that became representative visual elements of the Bauhaus design style of 1919-1933. Futura was commercially released in 1927.

Paul Renner believed that a modern typeface should express modern models rather than be a revival of a previous design. In designing Futura, Renner avoided the decorative, eliminating non-essential elements.

In my opinion, Futura is like a bridge between the traditional and the modern. If you look at each single word of Futura, you will find out each word looks like a sculpture, simple, elegant and forwardness.

The readability and legibility of Futura is not quite well in large amounts of text. For example, the “t” and “j” do not have usual tails or curves but instead of straight lines and the capital letter “L” and the low case letter “l” looks quite similar in Futura.

Futura Usage



Verdana


Verdana is a humanist (the letterforms to some degree evoke traditional Renaissance pen letterforms) sans-serif typeface designed by Matthew Carter for Microsoft Corporation. It is one of the most widely used fonts on the web.



The font was designed for using at small sizes on computer monitors. Verdana has large x-height, large counters (such as “c” and “s”), wide proportions, loose letter spacing and other features that help to identify letters and tell similar ones apart at small sizes.

IKEA Case

IKEA recently make a decision that is to give up the Futura font, in used for about 50 years and switch to Verdana. Many IKEA fans and designers are displeased with the change. To be honest, Verdana is good to be used on screens but bad in prints. The fonts are not as elegant as Futura. So when the new IKEA catalogue 2010 was released, many readers descript it as “a disaster”

From another perspective, choosing Verdana is not such a bad idea because it allows the company to use the same typeface in all countries. The capital letter “I” and low case letter “L” in Verdana are obviously more readable in terms of display than those in Futura. Also there are comments that Verdana’s number designs are better than that per Verdana’s. Concretely speaking, the cost of using Verdana is definitely low than that of Futura.



But the main problem is: Does it really satisfy the readers demand? If the message you are trying to communicate does not need to show the “avant-garde” so use the classic font? It may seem a lack of creativity, but your readers might be more familiar, so it will become readable because of the trust coming from the readers.

CRITICAL REFLECTION ON DESIGN PROJECT A: DESIGN OUT SHOPLIFTING

The RSA brief on Design out shoplifting is to think of some ideas to reduce shoplifting and improve ambience without turning a small newsagent or a large department store into Alcatraz.
Part 1. Research
The following are areas proposed for research:
1. Shoplifters
Who are they (Age? Gender? Reason to steal?), what items they steal most, which shops they are going to steal from? How to avoid attracting attention? Who is likely to become a shoplifter?
2. Techniques for preventing shoplifting
Research on the Internet about techniques and new technologies for preventing shoplifting. For example, Ink security tag, closed circuit television, electronic article surveillance.
3. Organizations and their techniques
Research on security systems installed in large and small types of businesses. Morrison and Tesco supermarkets in the large business type category and 99p store and local cosmetic shop are chosen for the small businesses category.
4. ShoplThe way shoplifters obtain goods without being detected or caught by securities. How do they steal from shops?
Part 2. Research Findings
From the research on security systems installed in Morrison Supermarket, 99p stores, a local cosmetic store located in Camberwell, London, and Tesco Supermarket Harrow. The survey was to find the advantage and disadvantage of stores to prevent shoplifting such as the product packaging design, the environment management, the touch point of customers, the experience of shopping, and the security systems and so on. The big supermarkets’ security measure was evident and easily spotted, but the small stores’ security systems were poor and there was no security measure in the local cosmetics shop. The shopkeeper told me they do not have the finance to install expensive security systems.
ifting techniques
Part 3. The idea: Everyone pays for shoplifting
After the survey on the businesses, I thought if the shop owners had enough money to install expensive security systems and trained their staffs well, then it really can stop shoplifting, but when I did the research on shoplifting techniques, I felt I was wrong. When new security technique become available there will be a period where it will be more difficult for shoplifters to steal, but sooner or later, the shoplifter will devise new techniques to beat those new technologies. So from that thought I was thinking of designing a campaign focused on the awareness issues to make people pay more attention on shoplifting.
Through the research, I finally discovered not only the retailers pay for shoplifting but consumers paid too. The truth is shoplifters cost retailers £205m and cost consumers more than £5 billion last year alone. Few people can notice that prices go up when shoplifters steal from stores. Hence in the UK, consumers pay £160 a year in higher prices because of shoplifting. Reducing theft is not just the retailers’ issue; it is a problem for the whole community. Everyone benefits when theft is stopped.



Part 4. Design solution
Firstly I designed the shoplifting logo. I decided to used the cross shape as to say shoplifting is bad.


Secondly I tried to do the poster using the image that shows below with the slogan: Shoplifter cost retailers £205m each year.



When I did the testing, I found that people did not feel touched with this campaign because it failed to show how the shoplifting can be harmful for consumers’ daily life.
What’s more, I tried to use daily goods to show the truth, which is prices goes up when people commit shoplifting, we all pay for the price of shoplifting.
Below is the example of the design solution. I asked two of my friends who works in Topshop in Oxford Circus, about the campaign. They said they cannot understand what the campaign means. I realized the message I tried to communicate is not clear enough.
1) Posters:


2) Posters:


3) Posters:
I reworked my design again and tried to use more abstractive and clear ways to communicate my idea.



I showed the design to my classmates and the feedback was the design may be too boring and old fashion. Some of the image they cannot recognize. So I redesigned my campaign again. This time I tried to use bright colours and changed some of the daily items image:
4) Posters:







5) Direct mail
This design is to show people will all be paying for shoplifters crimes by issuing an invoice to foot the bill for the coming year. I want it to be clear that by not being more vigilant towards shoplifters then we ourselves are the ones to be out of pocket.
The envelop is size C6 and the letter is size A6. The logos are on the front and bottom flap.


2) Flyers Set 
This is a set of 7 flyers binded together to make one set. The idea behind the design is to make it attractive and fun to consumers whilst looking through the pages. They contain very few words, has bright colours, and small in size, therefore ideal for consumers to flick through without being too time consuming but on the same time effective enough to get the message across.


Conclusion:
From the beginning to the final solution, what surprised me was, I finally found something people did not pay attention to and the final solution looks very powerful. What I need to improve is focusing on other Medias rather than solely by computer to do the whole design campaign, also to gain a broader target audience feedback to give a more accurate reflection on my designs, hence a quicker response to any alterations or improvements where appropriate. I think an internet questionnaire may be a very good idea for any future project to gather feedback in greater quantities.

DESIGN AUTHORSHIP: CHINESE KNOT AND CHARM BRACELET

Introduction
A Chinese knot is a charm used for decoration by older Chinese generations. They are hand made from threads and woven together and then named according to the shape and meaning.

In Chinese language there are many well wishes phrases. “Knot” in Chinese means reunion, warm, or marriage, so Chinese knots are often used to express good wishes to others, including happy, love, and no evil. For example, “full of joy”, “happiness and long life”, and “double happiness” are all traditional Chinese well wishing phrases.



History
Chinese Knots dates back centuries and was used to record events, they were used in china and during the Qing Dynasty(1644-1911) knotting was finally accepted as a form of art.



Type of knot
One major characteristic of decorative knot work is that all the knots are tied using one thread, which is usually about one-meter in length. However, when finished the knot looks identical from both the front and back. They can come in a variety of colours such as; gold, green, blue or black, though the most commonly used colour is red. This is because it symbolizes good luck and prosperity. There are many different shapes of Chinese knots. The most common being butterflies, flowers, birds, dragons, fish, and even shoes.

Products
In nowadays, Chinese Knot has various products. The two main series are auspicious hanging and knitting clothing adornment. Auspicious hanging includes large tapestry, big room hanging, automobile hanging etc. Knitting clothing adornment includes ring, eardrop, hand chain, necklace and other woman's special adornments.









Logo based on Chinese knot
Many designers in China take their ideas for design directly from Chinese Knot patterns as the patterns itself meanings are delicate, elegant and detailed, hence evident that Chinese Knot are very important to designers.

1) Beijing 2008 bid Olympic games logo







This is the Logo used for the 2008 Olympic Games bid by China; the design is based on Chinese Knot pattern “Knot of one Heart”,
using the typical color of the five Olympic rings. The design represents a human figure in a stance doing “Tai Chi” or shadow boxing. The simple lines symbolizes grace and harmony.  
2) The 1st World Mind Sports Games logo





According to the game's official website, a truelove knot in five colors was selected as the final logo. It represents affinity, friendship, solidarity, communication, good luck as well as the traditional elements of China, the host of the 1st WMSG.

3) China United Telecommunications company logo design


This logo using the technique of Chinese Knot was also used to symbolize the connectivity and the fluency of the communications network.

Charm bracelet
A charm bracelet is an item of jewelry worn around the wrist. It carries personal charms: decorative pendants or trinkets which are signifiers of important things in the wearer’s life.





History
Charm bracelets and necklaces first appeared at the age of the Egyptian Pharaohs. Like people of many ancient civilizations, the citizens of the ancient Egypt lived very short lives by today's standard - 30 to 40 years on average. With so little time on earth, they obsessively prepared for a prosperous life after death. Charm bracelets played a significant role in the preparation process. Charm wrist and neck bracelets were not only seen as protective shields and signs of status in this life, they were also worn as ID tags to help the Gods guide the wearer and their possessions to the proper status level in the afterlife.
Fast forward to the dark days of the Middle Ages, and we find that charms and amulets were put to use by knights and kings. Charms were also worn on belts to represent family origin, political standing and profession.
As the year 2001 opened, the fashion industry once again discovered the lure of the charm bracelet, flooding the market with new charm styles in all price ranges. Fashion giants like Louis Vuitton have brought the glamour back to charm bracelets, declaring them the must-have accessory for any occasion. And if the past is any indication, charm bracelets will be in style for quite some time.







Charms on these bracelets has various meanings from; a heart meaning “true love will find you”, a baby bottle meaning “you will have happy and healthy children”, an owl meaning “you will have a life of wisdom”, a car or suitcase meaning “you will have a life of travel and adventure”.
Comparison
The difference between Chinese knots and charm bracelets are in its materials used for creation;
· Chinese knot is made of string or threads, charm bracelets is made of silver or expensive metal;
· Chinese knot has one individual meaning and cannot be changed, charm bracelet however can contain one or many charms on it, so it can represent more meanings;
· Chinese knot is relatively cheap to buy, but charm bracelet can be expensive depending on its makers and materials used;
Summary
Even though both these items are for good luck they are used in different ways, and have different meaning for the user or as a gift. Despite the fact these good luck items are from two different culture backgrounds they are available to people in the UK and in China.

RSA: DESIGN OUT SHOPLIFTING

Shoplifters cost consumers more than ￡5 billion last year alone. This is an increase of 20% from the previous year. This is becoming more and more alarming for consumers! The reason being, retailers generally will mark up their products to cover the cost of the stolen goods to maintain their profit margins, therefore the consumers will be paying more than what the products cost originally. In some areas in UK, households can pay upto ￡160 more due to shoplifting product markup.

Consumers has to be aware that they must too try to put a stop to shoplifters, and not leave the responsibility to the retailers alone, as in the end it will be the consumers that has to pay. I want to let consumers know about how serious shoplifting has become and the damage it has on society, therefore I want to make people aware of the situation and be more alert and vigilant when they are shopping because according to sources 43.5% of missing stock from 1000 surveyed retailers worldwide was by stolen by opportunistic thieves. Hence if consumers were a little more observant then those figures will probably be much less.

This campaign will be focused on the awareness issues, trying to make people be more wary and cautious, because if they want to make this world a better place then they must start by stopping these thieves who are destroying peoples’ everyday lives by driving up the cost of goods.

In the first part of the campaign I will be showing the financial damage the shoplifters are causing, and how it will affect the consumers. Then in the second part the emotional damage on society namely trust lost amongst people as a result of shoplifters.