Studio Brief 2 - Object Printed Document - Final Crit and Evaluation

Final Crit and Project Evaluation

Final Rationale

The proposed wayfinding system is for the Leeds Owl Trail which takes the public around the city, discovering owls within the architecture of the Leeds’ iconic buildings. The trail is predominantly used by tourists to the area and acts as a way of exploring the city, whilst also connecting with the heritage of the local area. It is also popular with families as a way for children to engage with their environment in an exciting way. The system is focussed on one of the two trails, The Civic Owl Trail.

The trail follows the path of owls across the city. The owls were originally derived from the Leeds Coat of Arms, which was a symbol of the towns heritage and pride, with the owls specifically originating from the first Alderman’s personal coat of arms. The system development was particularly influenced by heraldry and more specifically, the colour scheme for the design is based on that of the original Leeds Coat of Arms. 

The directional arrows in the system make further reference to the owls, this time physically and more specifically to their binocular field of vision. Positioning the whole of the symbol in the same direction enables this ‘line of sight’ to be further emphasised.

As a concept the system was created by subjectively describing the locations. Using Frutiger and Hoffmans shape meanings allowed the creation of objective representations of the adjectives used, therefore reflecting a sense of the place, either physically or emotionally.

Final Crit

It was suggested that the white design was the most effective in the crit, however from other feedback green was also expressed as being a good colour to use.   Changing the typeface to a serif font it was said, may fit more with the Kew Logo and elegant feel to the work. The dandelion design inside was said to be effective in representing the concept. As an additional task, it was suggested that the different elements in the design could perhaps have a texture to make them more organic. In other feedback, the range of background colours were said to make a good set of products. It was expressed that the design had an organic feel which represented the dandelion seed head well. When interacting with the mock-ups the group found it difficult to easily open and close the box using the tab, so it was suggested that the tab could be rounded more for ease of opening. Inside the black outlines of the net were still visible, this made it easier to know where to fold the design but these could possibly be removed to make the finish more professional. Additional suggestions were that the typography could be letter pressed however this may damage the outside of the box. Embossing the shapes in the design could also add a luxury element to the packaging.

Project Evaluation 

The design is effective in capturing the delicacy of the dandelion seed head within the product, through the use of minimal design and fine shapes. The colour scheme used is representative and true to the physical characteristics of the plant. The process of blowing a dandelion clock is referenced in the degeneration of the design and through the process of creating the outside imagery. This degeneration could be further emphasised if it was possible to print seeds within the inside of the box, however this would be very difficult. This could be explored instead with the seeds printed onto tissue paper, which would act as further padding for the item. It was suggested in crit feedback that green and white backgrounds were the most effective colours, however it was also said they look nice as a set. Changing the typeface to a serif font it was said, may fit more with the Kew Logo and elegant feel to the work. When interacting with the box the group found it difficult to easily open and close it using the tab, so it was suggested that the tab could be rounded more for ease of opening. Inside the black outlines of the net were still visible, this made it easier to know where to fold the design but these should be removed to make the finish more professional. In a retail setting the packaging would need to be printed on much thicker stock to provide protection for the product, however with current facilities this may not be possible.  Also the tabs inside are quite large and stick out, so these could be made smaller.