OUGD405 Studio Brief 1 - Research
Frame Research
To start off my research for this task, I started out by visiting different shops to compare the types of backing frames and find initial ideas for my designs. I went to a range of different shops, varying in what it sold, its price range and target audience. This was really useful as you could definitely see a huge different in how basic and how stylish the backing was depending on the shop. This made me realised that I'd need to consider what type of target audience and where this frame would be sold. In addition, the type of frame itself, as often, the backing would relate to the frame itself by either having the same designs or having the same theme, such as a Moroccan style or nautical style frame would also have the same theme on the backing paper itself.
These are examples of frames in Wilkinson's. As Wilkinsons is a family value based shop attracting audiences after affordable products, it is suiting for wilko to have quite a basic backing for the the frames that they sell, priced from 80p - £5.00. The majority of their frames seemed to be quite basic in their styles anyway and they sold large range of very basic to moderately basic frames, while selling very few stylised frames. The very basic frame backing seemed to differ from the the others as it included colour, probably used to catch the audiences eye and make the frames seem more appealing as they are very basic. The others however all differed as they had one neutral colour to them, this makes the backing fit all types of frames as they are versatile, therefore being cheaper to produce. In addition, the neutral tones compared to the colourful backing is probably produced to do the exact opposite of the colourful frames, but to in fact create more focus to the frames as they are more appealing than the 'clip frames' and focus more on style than function. Proving that Wilkinson is primarily for function over style, however they do accommodate for there more stylised frames, so which type of frame and which shop the frames will be sold in are very important for designers to create appropriate designs.
The shop Evolution had a different approach as the products of the shop are eclectic and ethical traded. Their trade line and ethics are 'Trading and operating ethically are at the heart of Evolution. We are a Buddhist business, which means that all our business decisions are guided by the Buddha’s teachings on kindness, generosity and honesty.' Therefore the backing for the photo frames seemed to fit well as there frames were quite earthy, therefore the design of a tree directly links to this frame and is used effectively has it enhances the quality and nature of the frame. The second however contrasting, has a frame with indian patterns and prints, with vibrant colours giving an eastern sense into your home. This is reinforced by the Taj Mahal photograph for the backing as it depicts where the designs have originated from. These purposefully suited designed backings shows why it is important for the backing to connect with the style of the frames as it really helps to sell the frame itself. It also as in this case in evolution, reinforced the shops values and ethics.
These are examples of frames in Wilkinson's. As Wilkinsons is a family value based shop attracting audiences after affordable products, it is suiting for wilko to have quite a basic backing for the the frames that they sell, priced from 80p - £5.00. The majority of their frames seemed to be quite basic in their styles anyway and they sold large range of very basic to moderately basic frames, while selling very few stylised frames. The very basic frame backing seemed to differ from the the others as it included colour, probably used to catch the audiences eye and make the frames seem more appealing as they are very basic. The others however all differed as they had one neutral colour to them, this makes the backing fit all types of frames as they are versatile, therefore being cheaper to produce. In addition, the neutral tones compared to the colourful backing is probably produced to do the exact opposite of the colourful frames, but to in fact create more focus to the frames as they are more appealing than the 'clip frames' and focus more on style than function. Proving that Wilkinson is primarily for function over style, however they do accommodate for there more stylised frames, so which type of frame and which shop the frames will be sold in are very important for designers to create appropriate designs.
The shop Evolution had a different approach as the products of the shop are eclectic and ethical traded. Their trade line and ethics are 'Trading and operating ethically are at the heart of Evolution. We are a Buddhist business, which means that all our business decisions are guided by the Buddha’s teachings on kindness, generosity and honesty.' Therefore the backing for the photo frames seemed to fit well as there frames were quite earthy, therefore the design of a tree directly links to this frame and is used effectively has it enhances the quality and nature of the frame. The second however contrasting, has a frame with indian patterns and prints, with vibrant colours giving an eastern sense into your home. This is reinforced by the Taj Mahal photograph for the backing as it depicts where the designs have originated from. These purposefully suited designed backings shows why it is important for the backing to connect with the style of the frames as it really helps to sell the frame itself. It also as in this case in evolution, reinforced the shops values and ethics.
TK Maxx was an interesting place to research as TK Maxx appeals to audiences by selling designer brands for up to 60% less. So although the price range is lower, the designs and the frames itself are still really stylised and give a sense of luxury and contemporary styles to look expensive. Therefore unlike Wilkinsons, the frame backings in TK Maxx are not basic as they reinforce the expensive looking styles. One thing I also really noticed was the extensive range of different frames TK Maxx sold, such as these three exempts, one with a Moroccan style, gold Indian style and another modern, minimal style. It really shows the versatility of the store but more importantly how they have successfully managed to create suiting, style backings to the type of frames that they are to reinforce the style and different type of frames they are selling. The backing really does help to create right approach to where and who this frame's target audience is, and it made me come to realise that the more aseptically pleasing the backing is, the more appealing the frame is to audiences. I think backings to frames play a much bigger part than we think to our decisions to buy a frame, as a successful backing can communicate the to the audiences correctly and target their target audiences as well.
We then went into more higher market shops to see the contrast between these and ones sold at Wilkinson's etc. I think you could definitely see a difference as a lot of the frames in Debenhams have a fashionable, elegant approach to its frames. The designs do very again with the type of frames that they are in, such as the third image has a charming, dainty design to match with its rustic, colourful frames, whereas the second image has a lot more of a simplistic, stylised design to go with the sleek, intricate design of the frame. I think the majority of the frames designed are aimed more at women rather than being unisex, however this seems to be fitting as the frames themselves also seemed to be a bit more feminine.
As well as Debenhams, House of Fraser also sold similar fashionable and stylised designs within there frames as House of Fraser has the same target audience and similar products. I did notice however that the designs seemed to be targeted at a younger audience by their designs, and after thinking about both stores I realised that House of Fraser does in fact have a younger target market than Debenhams. This is clearly seen in the types of frames and the backings within the frames as they are a lot more contemporary and playful. The third and first images for example especially, I think is targeted for an 18-24 audience, however both are completely different in their designs and approaches, proving that House of Fraser is a versatile shop, appealing to different demographics and types of styles that different 18-24 audiences would like.
One thing however that I find that all had it common with the backing paper that wasn't a photograph of a family, was that the designs were all very simplistic. This is the generally expectation of the designs, I believe as the more empty space in the backing paper, the bigger the frame seems itself, therefore would be appealing to customers as they can get a good idea of the size. For me however, I think something a bit more complex and subtle would really complement the frame, the one example of the backing that had multiple frames, to me complemented the frame and made it as a whole seem a lot more visually pleasing. I think also that an interesting design in itself is also more pleasing to the eye, which I think would be more appealing to customers as it would stand out from the other conventional frames being sold.
From this, I have decided that I want to create a backing design that could work as just a design itself. Therefore I have gone into more research to find frames that also convey this idea and are not the conventional backing that you would expect; much like the photo frames I looked at in my initial ideas, but in more detail.
Stain glass windows
From my initial ideas, I decided that if I were to go forward with the Stain glass window idea, then looking at different designs would be really useful in helping me create a design. I've used photographs from a Cathedral, Music Theatre in Barcelona and a Monastery in Prague, as I had many pictures of stain glass windows. St Vitus Cathedral's stain glass windows are a lot more traditional, as St Vitus is an example of gothic architecture in Prague, with its current form from 1344. I find the colours really interesting in these stain glass windows, as they're quite cool colours yet when the light shines through, the whole window shines red/burgundy. I think looking at traditional styles are interesting to see the different shapes and forms, however I really love modern and contemporary styles, therefore this window could be something I can update and modernised but basing it on the original shapes and style of this traditional window.
I prefer the stain glass windows from Segreda Familia as the Cathedral is still under construction and the design was relatively modern by Gaudi in the 1800s. The design uses geometric forms primarily drew from nature and also uses nature by its spirals and towers which are created to look like wood carvings. I really like that the design is influenced by nature and this is something I would also like to look at, in addition circle shapes are a lot more appealing to me then the traditional styles. I think they also depict shapes from nature such as the sun, especially with the light shining through, also with the colours going from cool to warm colours, depicting a colour wheel, showing natural forms again.
Sagreda Familia, Barcelona
In addition, as these were a lot more traditional designs, I also looked at contemporary stain glass windows as I'd quite like to create something that overall looks more modern and appeals to younger audiences. These designs (including an initial drawing pattern) I found really interesting and based some of my initial drawings on. Abstract shapes would be something that really appeals to me and I think I could definitely look at the juxtaposition of different shapes to create something more abstract in its nature. I think abstraction would work well if I were to do this as it would help modernised the idea of stain glass windows and could create something really interesting. As traditionally you relate stain glass windows to religion, churches, cathedrals and maybe arts and crafts, it would certainly be intriguing to see how a modern, contemporary design has been inspired by stain glass windows.
Contemporary Designs
I also thought it would necessary to look at contemporary designs being as my target audience is 16-24 and I would like my designs also to be modern and contemporary. I thought a good starting off point would be to look at the designs and frames from Urban Outfitters and Paperchase. These are designs that I love and shops as well that I personally would shop in, the designs are very contemporary and modern. They target younger audiences only by creating very playful designs and modern technology language such as 'LMAO.' This frame for example below uses daisies with quite natural theme, but then you see from the backing paper how they managed to target more modern, 'hipster' audiences with the use of 3D, geometric type and the contrast of blue zebras in the backing. This moves away from a frame that could typically be sold at somewhere like country clutter to a more modern vibe from the backing paper. This shows how important the backing is to set the right tone to the frame and communicate to its target audiences. The use of colours really complement the frame as well especially with the use of type and the colours really pop out from the frame. I think it is really interesting to see how Urban Outfitters have used quite a modern, playful type rather than the typical simplistic type that most frames use. I quite like the type used for 'Urban Outfitters' at the bottom of the frame, I think the minimal type used for this is more typical for modern frames and the use of kerning as well really emphasises them. This proves how type can really attract your audiences and communicate to the right target audience, therefore type is something I must experiment with to create the right vibe for my audiences.
Natural Designs
While thinking about different ideas, I also looked into natural themes and designs. For this I looked into shops such as Evolution and Namaste stores, which the majority of frames were wooden and hand carved. The first from Evolution depicts this natural theme from the use of backing people with the image of a tree, complementing the wooden frame. The bottom two images are from Namaste, and show the natural elements within the frames, with the craved details of an elephant and shells. The backing for these however are quite basic and use comic sans to be a bit playful, although I think them being simplistic is a good approach as the frames are the main attractions, overall I don't think these backings are effective as they could be as I don't think the use of playful comic sans is appropriate or use of photography. I think they should be simplistic in a modern manner but emphasise as the first from Evolution has done on the background of the frames and show natural forms as well as both stores are Buddhist based. I think if I were to create a modern image based on natural forms, I will use a natural image such as trees, leaves etc like Evolution to influence it on but modernise it to target an audience that would shop at places such as Urban Outfitters.
Stain glass windows
From my initial ideas, I decided that if I were to go forward with the Stain glass window idea, then looking at different designs would be really useful in helping me create a design. I've used photographs from a Cathedral, Music Theatre in Barcelona and a Monastery in Prague, as I had many pictures of stain glass windows. St Vitus Cathedral's stain glass windows are a lot more traditional, as St Vitus is an example of gothic architecture in Prague, with its current form from 1344. I find the colours really interesting in these stain glass windows, as they're quite cool colours yet when the light shines through, the whole window shines red/burgundy. I think looking at traditional styles are interesting to see the different shapes and forms, however I really love modern and contemporary styles, therefore this window could be something I can update and modernised but basing it on the original shapes and style of this traditional window.
I prefer the stain glass windows from Segreda Familia as the Cathedral is still under construction and the design was relatively modern by Gaudi in the 1800s. The design uses geometric forms primarily drew from nature and also uses nature by its spirals and towers which are created to look like wood carvings. I really like that the design is influenced by nature and this is something I would also like to look at, in addition circle shapes are a lot more appealing to me then the traditional styles. I think they also depict shapes from nature such as the sun, especially with the light shining through, also with the colours going from cool to warm colours, depicting a colour wheel, showing natural forms again.
Sagreda Familia, Barcelona
Palau De La Musica, Barcelona
St Vitus Cathedral, Prague
In addition, as these were a lot more traditional designs, I also looked at contemporary stain glass windows as I'd quite like to create something that overall looks more modern and appeals to younger audiences. These designs (including an initial drawing pattern) I found really interesting and based some of my initial drawings on. Abstract shapes would be something that really appeals to me and I think I could definitely look at the juxtaposition of different shapes to create something more abstract in its nature. I think abstraction would work well if I were to do this as it would help modernised the idea of stain glass windows and could create something really interesting. As traditionally you relate stain glass windows to religion, churches, cathedrals and maybe arts and crafts, it would certainly be intriguing to see how a modern, contemporary design has been inspired by stain glass windows.
Contemporary Designs
I also thought it would necessary to look at contemporary designs being as my target audience is 16-24 and I would like my designs also to be modern and contemporary. I thought a good starting off point would be to look at the designs and frames from Urban Outfitters and Paperchase. These are designs that I love and shops as well that I personally would shop in, the designs are very contemporary and modern. They target younger audiences only by creating very playful designs and modern technology language such as 'LMAO.' This frame for example below uses daisies with quite natural theme, but then you see from the backing paper how they managed to target more modern, 'hipster' audiences with the use of 3D, geometric type and the contrast of blue zebras in the backing. This moves away from a frame that could typically be sold at somewhere like country clutter to a more modern vibe from the backing paper. This shows how important the backing is to set the right tone to the frame and communicate to its target audiences. The use of colours really complement the frame as well especially with the use of type and the colours really pop out from the frame. I think it is really interesting to see how Urban Outfitters have used quite a modern, playful type rather than the typical simplistic type that most frames use. I quite like the type used for 'Urban Outfitters' at the bottom of the frame, I think the minimal type used for this is more typical for modern frames and the use of kerning as well really emphasises them. This proves how type can really attract your audiences and communicate to the right target audience, therefore type is something I must experiment with to create the right vibe for my audiences.
Natural Designs
While thinking about different ideas, I also looked into natural themes and designs. For this I looked into shops such as Evolution and Namaste stores, which the majority of frames were wooden and hand carved. The first from Evolution depicts this natural theme from the use of backing people with the image of a tree, complementing the wooden frame. The bottom two images are from Namaste, and show the natural elements within the frames, with the craved details of an elephant and shells. The backing for these however are quite basic and use comic sans to be a bit playful, although I think them being simplistic is a good approach as the frames are the main attractions, overall I don't think these backings are effective as they could be as I don't think the use of playful comic sans is appropriate or use of photography. I think they should be simplistic in a modern manner but emphasise as the first from Evolution has done on the background of the frames and show natural forms as well as both stores are Buddhist based. I think if I were to create a modern image based on natural forms, I will use a natural image such as trees, leaves etc like Evolution to influence it on but modernise it to target an audience that would shop at places such as Urban Outfitters.
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