Tuesday, 7 October 2014

SCARE TACTICS - MONEY PRINT DEVELOPMENT

In regards to the first print I was designing based on Money, I was keen to follow the concept of payday loans, emphasising the ridiculous and often hidden APR rates which come with quick cash. 

I began thinking of ideas for the print and typography. 

I wanted to design a money based print which could be used as a pattern across the poster which is to be printed at A3, portrait format. I felt this should be hand drawn initially and then worked with digitally.

In terms of text, I wanted to strong caption which encompasses the reality of the payday loans, opposed to the hidden agenda of profits. I also wanted to show this in a way which shows the scare tactic behind this, for example, not being able to afford to pay rent or afford your children's christmas presents. An almost ironic pun was what I was going for.


I experimented with the idea of sleeping easier knowing you have money in the bank initially, before realising Christmas would actually be a more much appropriate and suitable example of financial scare tactics combining this with emotion and reality of the recession and current economic state of the nation.



I worked on ideas for the background which would be printed in a different colour ink, using 2 screens for the printing process to produce the posters. I felt with the numericals it would be too much for the overall image with heavy, bold type on top of the print. In return I worked on a series of illustrations which are seen below. I felt this was much more suited, and much more in line with the desired aesthetic of Beth's initial poster on germs keeping consistency.

I drew this out by hand and then digitised this using illustrator, touching up rough areas of the illustration and re-sizing or orientating where necessary. I also wanted to tighten up the pattern and add different sized illustrations to the pattern at hand.


Below shows the placement of the illustrations on a canvas the desired size of the print, A3. I decided not to use all of the illustrations as I felt again their was too much going off, and to keep it simple and to the point, as well as allowing for these to be seen clearly when printed.

I chose the coins, notes and Wonga logo to add context to the print and concept at hand, allowing engagement with the viewer and companies exploiting the naive public.





After showing Beth the initial pattern I had, and talking about where to take it and develop it further, I decided to tighten up the pattern, in order to gain a denser, full on pattern for the type to be printed onto and stand out from. 

We both felt that the print below was much more suitable and looked more complete. This would be the print which would be exposed onto 1 of the 2 screens to print with.


I wanted to see what the print would look like with the type laid over a white background, allowing for it to be extremely sharp and clear when printed with all different colours. 

I showed Beth the outcome and we decided it didn't work - parts of the pattern were cut off, and I felt personally if printed correctly and with the right colours this wouldn't be needed and that the type would be clearly legible and readable by the viewer at the chosen scale.


Below shows the type without the background - this would be exposed on to the second screen. In regards to the type chosen, I felt using Christmas would be more of an engaging tag line for the audience to relate with and stop and read. 

"Worried about how you will afford this Christmas? Payday loans from as little as 5899.99% APR." emphasises how payday loan companies such as Wonga, as shown in the print, extort the 'willing public' by scaring them into thinking they can't afford something which they 'need' or are 'emotionally committed to' at any cost, such as Christmas for your children, etc. People are willing to pay anything for material possessions especially at times such as this. The APR tag on the end shows the information which is normally hidden by these payday loan companies as well as revealing the truth to the 'willing public'.

The typeface chosen for the bodycopy was selected due to the rough edges which are similar to the hand drawn illustration.




No comments:

Post a Comment