OUGD603 - Brief 3 - Internal Collaborative - YCN Competition Brief - Art Fund - Text, Layout and Colour Considerations

Text, Layout and Colour Considerations 

- Within the design Fugue ArtFund Regular was used as this is the brand typeface.

- Setting the words all in lowercase means they are formatted as they would be within a sentence e.g. 'Time to _ relax' or 'Time to_ reflect' etc.

- The line will travel through all the designs within the animation and is a development of Art Funds underscore within their branding, which 'takes the viewer on a visual journey'. The underscores meaning works well with the concept of it running through the different places within the design.

- It was considered that the design could be either white or black as this would contrast with the rest of the colours used within the design. The use of the white worked well over the imagery as this was quite subtle however this wouldn't work within the spaces between the clock faces within the animation as the background is white. This would mean you wouldn't get the effect of the line travelling between the places. Using black within the design contrasted with the imagery but perhaps was too bold and took the focus away from the illustrations. 

- Alternatively it was considered that the Art Fund blue could be used for both the line and text within the design as this had not been used elsewhere and would tie all the elements back to the brand.

- The use of the blue created a nice link to Art Funds brand colour, whilst standing out on both the imagery and the white background between clock faces. The use of the blue also continued on the bright and playful aesthetic within the rest of the design.