A6 Evaluation

The 'A6 - Revert to Type' assignment has proved very worthwhile for a number of reasons. I feel that I have developed my knowledge of a number of important design principles, and have been able to put these in to practice in a number of ways. It has also been a very worthwhile test of my time management skills, in that it has involved the micro-planning of hours and minutes, rather than days and hours. Despite the focus on the timed tasks of the assignment, I have found the constant presence of the presentation very useful in developing my understanding of typography. By completing the presentation, I feel I have developed a deeper understanding of the nature of fonts, and along with this has come a better appreciation of the intricacies of many typefaces. It is crucial for me to take this new knowledge and passion forwards with me into my future work. I now feel that typography is a crucial aspect of design - much more important than I ever realised before - and therefore it is important to continue my development in this area. One negative concerning my presentation, I feel, is the design of the slides. I believe that the content is very much efficient for the task, but the design is missing something. I feel that the reason for this is the lack of design work I did for the slides in my sketchbook. Before beginning on the course, much of my design and development process was completed on-screen. However, developing the sketchbook has proved very effective in developing my design skills. This, I believe, can be seen in the timed-tasks completed during this assignment, for which the sketching design time has been priceless. I will take this into account for future presentation designs.

The presentation on the final day, I feel, went very well. I managed to fit into the time limit almost perfectly, and I felt pleased with the way I presented the content of the presentation. I felt confident in that I was very familiar with the content, but nervous with the delivery. This manifested itself in a lot of ‘um-ing and ah-ing’, which I was very conscious of. For future presentations, I need to become more confident in my ability to deliver the information successfully… the content isn’t the issue, but my own self-confidence.
The first 'practice' timed task, entitled 'FontBook', was much more difficult that first expected, and for this reason, I was late for the deadline. The inclusion of this 'dry run' was crucial, as it really opened my eyes and enabled me to complete the future timed tasks more effectively. The main focus of improvement relied on better time micro-planning. For the rest of the timed tasks, I am very happy with my performance in terms of time-planning and the final product of the time. I was able to employ a number of design principles, including the P.A.R.C. (Proximity, Alignment, Repetition and Contrast) principles, as well as a number of typographical devices learnt during the typography unit. The one major negative from all of the timed tasks is the one mistake I have noticed I made, on the Vodafone advert. Namely, I put '.com', instead of '.co.uk' on the end of the URL (Uniform Resource Locator) included on the advert. This was due to making a last minute change to design, and not having time to check my work again before the deadline. Despite this mistake having a negative impact on my work, it has also been a very potent lesson for me. If the scenario in the brief was a real job, this would have been a £4000+ mistake for Vodafone. I have learnt that checking spelling, punctuation and grammar is invaluable, as well as ensuring the content of a design matches the brief not just to the letter; but to the ellipsis, to the em dash, and to the '.co.uk'! In future, the very last thing before the submission of any design will be to check the content, even if this sacrifices not having the time to make a little amendment to make the design perfect.

Thankfully, we had the opportunity on the final day to withdraw one of the timed tasks from the final submission. For the above reason, I decided to remove the Vodafone advert. This, however, was disappointing, as I was quite pleased with the final product of the Vodafone task, as it involved a lot of tweaking and developing new skills with leading and kerning.

The two products I did include in my final submission were the ‘Hokai’ paint tube, and the ‘Jonathan Gee’ article. The ‘Hokai’ task was relatively difficult, as working on such a small scale with such a lot of information to fit on wasn’t something I had prior experience of. However, with a bit of trial and error with font sizes, positioning of page elements, etc. I believe I came to an effective solution.

I’m also pleased with my final solution for the ‘Jonathan Gee’ task. I was able to utilise a number of Newspaper devices, including a pull quote and a drop cap. The best aspect of this article, for me, is the headline used. I purposefully used white on a black background with a very dark, prominent font to give maximum contrast, which will impact upon the reader effectively. Having ‘Jonathan Gee’ contained within an invisible rectangle is also aesthetically pleasing, as it gives an extra bit of alignment to the readers eyes.

The final day brought with it the final timed tasks, entitled ‘Grid’ and ‘Story’. I found the first ‘Grid’ task very useful, as it helped develop skills with using columns and grids. I haven’t been particularly neglectful of using columns and grids, but developing the grid prior to having the content may prove a useful skill in the future.

The ‘Story’ task challenged a number skills and principles learnt through the assignment. Again, a number of Newspaper devices were employed in the design, along with the P.A.R.C. design principles. The task also involved using precise measurements of point size, in terms of font size, leading, tracking and kerning. Using these different tools, I was able to align the columns perfectly along the bottom, thus preventing any white space; considered unsightly in Newspaper design.

One area for improvement in the future is to refine my abilities with the various different ways of amending the appearance and layout of type, and therefore become more proficient with this. Adjusting these details has, throughout the timed tasks, been one the most difficult and frustrating aspects of creating the final digital products. However, when the process is complete, it has also been one of the more rewarding aspects if the assignment. By practicing and developing my skills in this area, the process should hopefully become less taxing, and more rewarding.

In conclusion, I am very pleased with the progress I have made throughout the assignment. The final digital products I have produced from each timed task are, in my opinion, all to a good standard. Each uses a variety of design principles, learnt previously and in this assignment, to effectively communicate with the reader. One of the most valuable lessons from the timed task has been that from the Vodafone task- always check and double check work. Finally, I was also satisfied with the content of the presentation, and the final delivery, although the latter still needs improvement in future.

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