Part 2: Ideas - generating ideas - spider diagrams

Firstly, please let me apologise for the images on this blog!

I don't know how many times I've tried to upload them, but two of them just will not go the right way round. I've tried using different sizes and layouts, but they will not co-operate.

So, if anyone can help, please let me know. The same thing happened when I was uploading the images for the 'say hello' work. In the end I had to change the images to portrait format to get round the problem.


Anyway to get back to this exercise.


I found the spider diagram for 'seaside' by far the easiest. I suppose it's because it's an actual physical thing. Also we went on lots of seaside holidays when I was a child, so I have those memories, plus I live by the sea, and always have done, so it's something I know well.

All the other words I found quite difficult.

The next one was 'childhood'. I based some of this from personal memories, but obviously, I had to think more generally. Although my memories are of a safe and secure time, many children are not so lucky.

'Angry' is difficult because it's an emotion plus I'm not a particularly angry person. The idea of angry as inflamed came to me, but I had to resort to the dictionary for relating angry to the weather or the sea.

'Festival' was very difficult and I didn't do it justice at all. It would probably have been possible to fill several pages of associated words for even a handful of religious festivals. But I didn't think about that at the time!

Once I had done the spider diagrams, it was interesting to work alongside another person - for which thanks for taking the time to assist! Many of the words coincided with mine, but there were plenty of additional ones (marked in red) and extra ideas that evolved as we discussed them (shown with asterisks).

After reflecting on this exercise, I think the use of spider diagrams for ideas generation is effective. It takes ideas beyond first thoughts, and co-operation with one or possibly several others, takes them even further. It's good to have effective tools!

Part 2: Ideas - the brief - writing a brief

For this exercise we were asked to select an illustration and to try to write a brief that would have led to the creation of the image.

I selected the new packaging for the range of Mornflake cereal products, created by illustrator and printmaker Clare Curtis.

It was interesting to work backwards from the finished illustration and to try to place oneself in the position of being the one writing the brief.



Here I have shown some sketchbook work for this exercise:

Writing a brief for Mornflake packaging




The old style packaging together with the new style.

Background of the company Mornflake have been milling oats in the south Cheshire countryside since 1675, and now 15 generations later, it is still owned and managed by the direct descendants of the original miller. We are the longest established millers of oats and cereal in the UK.

The brief We would like a fresh new modern look that is consistent with the long-established and traditional nature of our business and products. It must embrace the ideas of - nature - sustainability - health - high quality - purity - reliability. We would like the illustrator to have substantial creative input and liaise closely with our in-house team.

The audience

• food shoppers browsing in store and online wanting pure, natural, high quality cereal products
  
• consumers interested in buying British products and supporting traditional British manufacturing methods
• an existing base of consumers already aware of our products

The context The illustration is to be used across our range of natural cereal products - in stores and online. Additionally for advertising in magazines, newspapers and other media.

The content The illustration must be appropriate for a range of natural cereal products and packaging types including boxes, bags and sachets. The packaging will include text:

• manufacturer's name
• name and short description of product
• tagline 'Family milling in Cheshire since 1675'
• plus possible additional text for special promotions, awards, etc.

The illustration and text will be separate, but text space must be included as part of the overall design, and must allow for easy identification of the product. Some boxed ranges will also have a cut-out window to display the product inside. Space must also be allocated for this within the design layout.

The role To decorate, whilst conveying the combined messages of the product and the company: modern - traditional - natural - sustainable - healthy - wholesome - high quality - pure - long-established - reliable - down-to-earth.

The colours Earthy and natural - the palette must be restricted to 3 or 4 colours.



The flavour Traditional, handcrafted eg. wood cut/lino cut prints, simple lines and shapes, organic. Good examples are shown here in the prints by Edward Bawden and Angie Lewin.



The timetable:

• initial ideas: in 2 weeks
  
• visuals: in 6 weeks
• finished artwork: in 3 months

Part 1: Getting Started: the key is communication - Assignment 1 - say hello

The brief for this assignment was to tell your tutor about yourself, your interests and inspirations and the materials that you feel happy working with - presented as a greetings card.

I started by listing things that are important to me and my life. I wanted to include these in a single illustration. I also wanted to show that I don't have a lot of confidence about my work, but I do have enthusiasm.

I started to sketch - ideas about format, how to convey the messages, our cats, gardening, drawing, watercolour, lino printing. Also I wanted the word 'hello' to be major part of the card.


Gradually the ideas came together - and here it is!



It is folded so that the first part of the image is mainly pencil lines - tentative, unsure, lacking in confidence. When it is opened out there is more colour and vibrancy - to represent enthusiasm and enjoyment. The word 'hello' is handcrafted using a variety of techniques - pencil, watercolour, fabric collage and lino cut and the images include things that are important to me.

The key is communication - getting the gist

For this exercise I used an article from The Times, Saturday 17 September 2011 - 'Green light for GM wheat trial to tackle aphids'. The UK government has given permission for scientific open-air trials to be carried out on wheat that has been genetically modified to be resistant to aphids.

I read and re-read the article many times searching for the essence. Although the text gave the viewpoints from various angles, it was apparent throughout the report, that most people are apprehensive about genetic modification. I decided to take this angle as the focus for the illustration.


My next step was to get to grips with the imagery - using images found online. As I sketched them to get an understanding of their shape and construction, ideas started to develop.




The first sketched ideas were too literal - I wanted the illustration to have more depth. Using the idea of the 'green light' from the title to represent a chemical glow, the next drawings became too detailed. The article is only short and the illustration needs to be small - small and simple, but thought-provoking.



I hope that the idea I eventually selected as the one that would be worked up for a finished piece conveys the message. It shows a harvest mouse clinging to a stalk of wheat behind chain-link fencing, its eyes glowing green. A small and vulnerable creature, trying to survive in its natural environment. The fence representing entrapment by, or protection from, an intervention with unknown consequences.