Final Project - Design Collaboration (Photography)

 

Audience: Investors, both short-term and long-term



Objectives: Find Real Estate Investors
Show short-term and long-term investments
Show personal consultants possible returns, and property potential

Show Charles' skills and know-how

Photography

My contribution to the final project was the photography. I felt it was important for Charles to have a portrait to display on his website, and business card. I used the rule of thirds in taking this photograph, placing his left eye on the upper intersection of the grid. This is an important design element that draws the viewers eye directly to Charles eye. It also gives interest in the composition, creating an energy from Charles. Several photographs were taken, but we wanted to get the message across that Charles is a business man, and is very confident in what he does. I also used the design principle of simplicity. Having a simple, clean background focuses on the main subject and shows Charles for who he is. I also used depth of field, keeping the background slightly out of focus, and making sure that Charles was tack sharp.

I made arrangements to take photographs of an old, run down home.  These photographs would be helpful for the campaign, and could be used on his website. Charles Crawley is the founder and CEO of Colorite Investments, LLC. Charles finds homes, then contacts short-term and long-term investors for these homes. Charles fixes up the homes and either sells the homes to make the investors a profit, or fixes them up and rents the properties out as long term investments. Photographs enable Charles to show potential investors what he is capable of.

These photographs were taken with the intent to show what items needed to be fixed. In taking photographs of a home in this type of circumstance was difficult. When taking photographs of a home, or product the goal is to draw potential buyers in, and sell the product. They are also used to draw in an investor to show them what the potential of the home could be. While keeping this in mind, I felt that it was important to use design principles to highlight at the same time the features that could be easily renovated, and features that the home had that didn't need to be renovated. I tried using  contrast to the tell the story of the home in highlights and shadows, size, texture, and shapes to draw attention to areas of need, and potential for this home. I also used the rule of thirds, to try and give balance and harmony to the photos as well. Charles will use these photographs on his website to show what he would do to the home in order to quickly renovate, and have a return on the property.

http://coloriteinvestments.wix.com/color

Mis-en-Scene

Frasier: Season 2, Episode 17; Daphne's Room





The art director for this episode is Roy Christopher. Christopher was born in 1935 in California. He grew up on a farm in the agricultural area of Fresno. Even though he lived thousands of miles from Hollywood, his desire was to become a part of the world of television. Roy has been the art director, as well as the production designer for the Frasier episodes from 1993-2004. Prior to Frasier, Christopher attended California State University in Fresno. His first job in television was art director for the TV Series Welcome Back, Kotter from 1975-1979. In 1990 he became the art director for the well known TV Series Wings. In 1996 he became the production designer for this series. During his seven years working with the TV series Wings, they were nominated for the GLAAD Media Award, and twice for Primetime Emmy Awards. Wecome Back, Kotter and the Wings television series both helped to set the stage and prepare Roy for becoming the art director and production designer for the Frasier series. Roy Christopher was nominated for several Primetime Emmy Awards throughout his career. In 1999 he won Outstanding Art Direction at the 71st Annual Academy Awards, and again in 2003 at the 75th Annual Academy Awards.  His last year as art director for Frasier, he won the Primetime Emmy for Outstanding Art Direction for a Multi-Camera Series. There is not a lot of information on Christopher, and no information is given as to whether or not he is still working as an art director or production designer.

Roy Christopher

The Frasier series were mostly filmed on set at the Paramount Studios in California. Although the series is set in Seattle, only one episode was actually filmed there. Each of the sets was built separately. The series had three main sets, with the main set being Frasier's apartment. Frasier's apartment was set up as an open living space, with modern style. The design was a split-level that contained high-end furniture. It had a view from the terrace of Seattle's most iconic landmark, the Space Needle. In real-life no such place really exists, but the Frasier series sparked a desire in Seattle to live that same type of lifestyle. Buyers wanted to own apartments that resembled the "cosmopolitan feel" of the Frasier show.
In designing the set for the apartment, the set designers created a split-level, which seems to be a popular style for television series. From the furniture to the decorative accessories they are well placed to help draw the viewers eye into and throughout the set. Because of the way the set was designed and the different angles that would be captured by the cameramen, this had to be well planned and designed. The cameramen had to take into consideration the lighting, and angles. This must have been a difficult task, especially because of the live audience.
The cast in Frasier had a great chemistry and they worked well together. The episodes had scripts, but the cast could add their own twist at anytime. The main cast handled this quite well, but invited guests often found this difficult.
Each cast member in Frasier has a unique role and that role helps to show the dynamic between the characters in this specific scene. Frasier is an arrogant psychiatrist that has moved back to Seattle to become a radio psychiatrist, and take care of his father. Daphne is hired by Frasier to be a live-in housekeeper (who can't cook), and physical therapist for his father Martin who injured in the line-of-duty. Daphne is an only daughter, with eight brothers and comes from Manchester, England. Frasier's brother Niles is madly in love with Daphne, although she doesn't know it. This love infatuation of Niles adds to the humor throughout the series. Daphne has little tolerance for Frazier's attitude, and feels that he is quite pretentious.
This specific episode is called, Daphne's Room (a.k.a. "A Room With A View") and holds the subtitle, To Go Boldly Where No Man Has Gone Before. Daphne's room has never been seen until this episode. This episode, as like many others throughout the series can relate to the viewers. We all have had those awkward moments, and because of the chemistry seen between the characters it feels as if we are actually there and a part of the scene. Creating this type of atmosphere can be difficult, but is done very well.
David Angell, Peter Casey, and David Lee produced the Frasier series as well as Cheers, and Wings. Roy Christopher worked closely with these men, and they wanted to create a series using Frasier's character from Cheers. They were successful in keeping Frasier's character alive and well for eleven years for the Frasier Crane Show. This is one of my most favorite television series, and I find humor in it that I can relate to my own life. I feel that this series was so popular, because everyone could in one way or another relate it to his or her own lives.

Compose Your Frame

I took this photograph just outside of Casper, Wyoming at Sunset. I felt that this scene contained several of the rules of still composition.

Rule of Thirds

When taking this photo, I followed the rule of thirds by placing the horizon line on the the bottom third. There is also a dead tree that stands out because it is on the intersecting lines in the lower left corner of the grid. This shows the vertical aspect of this composition as well. The eye is also drawn to that same intersection due to the setting sun. By using the rule of thirds in this landscape photograph, it creates a sense of harmony and balance in the composition.

The Diagonal Rule

The linear element of the mountain climbing up to the sky is a perfect example of the diagonal rule. When looking at the image the eye is drawn from the lower left corner up the ridge to the top of the mountain in a vertical line. This makes this image more interesting, and is pleasing to the eye.

Vectors

The vertical lines in the rock give a strong sense of direction, as well as the angle of the mountain itself. There is also a strong sense of direction from the trees. The eye is first drawn up the mountain towards the sky, then more upward motion is given off from the direction of the trees. Possibly giving the feeling of always moving towards the top.

 

Index Vectors 

Just outside of Evanston, Wyoming there were several hundreds of acres of that had these wind turbines. I thought they were a perfect example of Index vectors. The points on the turbines suggest directions at many different angles. This also uses the rule of thirds, placing the center point of the turbine on the intersection of the top left of the grid. The design of this horizontal-axis wind turbine  (HAWT) has a vertical shaft that is on the third line. This leads the eye up through the frame to the center point and then pushed outward through the blades creating motion and energy.

Axioms of Web Design

Upon receiving this assignment I immediately knew which website I wanted to evaluate. I have been to this website numerous times before, but had never paid attention to the reasons I was drawn to it. I believe that I am drawn to it for several reasons, first because I am a photographer and their products are well designed to suit my needs. Second because they have a well designed website that follows the rules of design, which are entertaining and pleasing to navigate.

 

Clik Elite http://clikelite.com/

The landing page for Clik Elite is interactive, and has a unique design to it. The website for Clik Elite communicates its objective. It also establishes what their product is, how it is used, and provides all the information that is needed for the viewer to be able to navigate the website. This website has a strong visual structure, and its layout is well organized. They use a strong grid that outlines the messages that are most important. The outline helps the viewer know where to navigate to in order to find the information they are looking for.

The image of the climber cycles about every six seconds, revealing another image that indicates to the viewer how Clik Elite camera backpacks can be used in everyday activities. Upon first entering the websites landing page, the Clik Elite logo stands out to the viewer. On this particular image a blue button that reads: Capture Adventure has been strategically placed in the lower right corner. This draws the attention of the viewer, and once the viewer clicks on this button, they are automatically taken to the products page.

The images that are seen both in the background and the foreground are photographs that have diagonals. These images are effective in helping to draw the viewers attention, and to help lead their eye around the web page to help them quickly establish the navigational tools. This website has been well designed and keeps the first-time visitor to Clik Elite's website in mind. There are several tools available that help the viewer know exactly how to navigate its website. Across the top of the website page is a heading that specifies which pages are available for the viewer to visit. Also in the lower middle grid, there is a product list of the types of camera backpacks that are available. This takes the viewer to that specific bag. The viewer can also click on the buttons that appear on each image, taking to that specific product.

There is a high degree of affordance on this website that draws the viewer in. Due to the changing images, the viewer is intrigued to watch and see what will appear next. The viewer is also drawn to the images themselves, because they each tell a story as to how that specific backpack and accessories can be used. The photographs used on the pages are engaging, and entertaining. Another interesting feature that gives the website continuity is the image in the background. This image helps to give the page structure, and gives the viewer an image of where these products can be used. The entire image is not visible, but it intrigues the viewer to find out more about it.

The main image in the foreground is the point of interest, and has the greatest area of contrast. It is the greatest area of contrast, because of how it cycles through different images. It leaves the image up long enough to get the point across, and keep the viewer interested. The buttons that accompany the different images also hold the greatest area of contrast because of the color. This website has an aesthetically pleasing design that is easy to understand, follow, and navigate. Not only is it well designed for the desktop, but converts easily to other screen devices.

The following images are to show how the foreground image changes, but still uses the same design principles that are used on the landing page.

This last image shows how Clik Elite's product page is setup. It uses a simple quiet structure that is clean, inviting, and easy to understand. This page, as well as the other pages for this website are easy to navigate.

Design Presentation

Shortly before my husband and I were married, he began working nights for the Utah County Sheriff's Department. Across the street from were he worked was a bagel shop. I loved meeting my husband there when he worked and we would get toasted bagels with schmear on them. In looking for advertisements, I was immediately drawn to Elaine's Bagels and reminded of the little bagel shop that my husband and I visited often. The two advertisements that I chose to compare are very different in the aspect of Gestalt principles, but the good one has a much better design to it.

The Good

The design principles in this advertisement are very good. This design uses the Law of Pragnanz, showing the bagel in its simplest form. There is no question that they are trying to sell a bagel. I feel that because of the shape of the bagel it uses the Law of Continuity. It implies a continual motion around the bagel leading the viewer around the bagel. The  merging of the bagel and the onion also uses the Law of Closure. This helps the viewer see the two as one. By looking at this image, I immediately know what this bagel is going to taste like. I am tempted to go out and buy a bagel, after seeing this advertisement. This design is very well done.  It is simple and to the point.

The Bad

This design gives me anxiety, because it is too busy. It is somewhat confusing as to what is exactly being advertised. There is no similarity, it is not simple in its design, and I feel like there is no closure. I feel distracted and uneasy about the message they are trying to get across. Although there is a theme that is used, I feel that there is too much going on with the typography and it does not feel harmonious. In comparison to the first image, I do not get the same feeling of knowing what this bagel will taste like. I also feel that the first image is well balanced, unlike this one. Also in comparison, the contrast in the first image tells that it is a bagel, and is onion flavored. There is also contrast seen in the shadow of the bagel, making me feel like it is sitting on my kitchen cupboard. In this image, I have a hard time placing this somewhere. I am also distracted by a couple of objects that are cutoff at the bottom of the image. It is hard to determine what they are and how they relate to the bagel. I am also bothered by the fact that the entire image is not in focus. Whereas in the first image, I am able to feel and sense the texture of the onion bagel.

Designer Information:

Matt Sicko has been designing advertisements for many popular brands and companies for several years. Some of his clients have included Jeep, Mazda, Lowe’s, Duraflame, Amtrak, and Toyota. He has been involved in campaigns for automotive dealerships, retail products, and outdoor product brands.

He has been employed at several advertising agencies, but is currently employed as the creative director at Cramer-Krasselt. Matt graduated from Oakland University in California. He has had work showcased in the Archive Magazine and also in the One Show Creative Showcase. Matt has won awards from several places including Communication Arts Advertising Annual.

Matt's advertisements for Elaine's

Bagels was featured in the September 2009

Communication Arts Exhibit.

Contrast, Harmony, and Balance

There is a deep psychological feeling when viewing this image. Immediately we can feel the unity, love, and bond shown between the parent and child. A social bond is shown as well. Indicating that the parent is protecting their child. This image shows the role of the parent to the child. There is an unspoken promise to nurture, and shelter them.

In the image there are also several cultural implications. There is obviously a parent/child relationship that is established. Although it is unclear as to the gender of the baby, it can be assumed that it is the hands of the father that are seen. I feel that the cultural element shows that this father will do everything in his power to protect his child. It could also be seen as something a little more, maybe a promise to wait on this child, hand and foot, or in other words to care for their every need.

The context of this image shows the elements of contrast, harmony, and balance. Contrast is seen in many ways within this image. There is contrast in the size of the father's hands to that of the baby's feet. A textural contrast is seen between them as well. The baby's feet are, delicate, wrinkled, yet smooth, and new. The father's hands are rough, dry, used, weathered, and show signs of aging. There is also the contrast of the highlights on the baby's feet possibly indicating new life. The shadows on the father's hands indicate aging through the process of life. Although the father's hands are older and worn they are holding a bright future.

There is a deep sense of harmony in this image. The natural relationship between parent and child can be felt. The absolute dependence an infant has for its parents is depicted in the way the feet are cradled in the hands. Anyone who has held and cared for an infant can relate to the unique relationship that is portrayed.

Balance is seen in many of the design principles of this image. Line is seen in both the hands and the feet. They add a lot of character that give interest to it, and helps the viewer to continually look throughout the image. The lines between the father's fingers imply a lot of energy that guides the viewer's eye up to the baby's feet.

This image being in black and white helps the viewer to focus more on the context of the image rather than be distracted by color. The use of black and white also helps to define the negative and positive space. The negative space being black helps the viewer to focus on the figure. The composition uses the dark negative space to help the viewer focus on the point of interest of the image, which is the baby's feet. The way that this image is positioned is well balanced, and uses the rule of thirds making it more pleasing to the viewer.

All of the design principles and elements come together to make this a pleasing, harmonious image. It is well thought out, well designed, and has overall unity and balance.

The Law of Pragnanz

Upon first glance of this image, the viewer automatically sees an apple. This is an excellent example of the Law of Pragnanz. Even though there is a bite taken from it, the viewer recognizes and reduces this to its simplest form, which is an apple. Apple is well known for the simplicity used in their designs.

Visceral Response

Every time I see a softball, a glove, or even a ball field my mind immediately goes back to my youth. There was nothing better than standing on the pitchers mound, listening to the distant chattering of hey, batter-batter, or the excitement sliding in to home base and hearing the umpire yell, "safe". Most nights were spent at the ball field either practicing, or playing. My fondest memories come from playing softball.

In this image of the softball, the line that is formed by the threads forces the eye around the image. The line implies a sense of energy, which is also felt because of the knowledge of what softball is used for. There is also a curvilinear line where the pieces of leather are sewn together with the threads. At first glance, the eye is drawn to the actual threads, but through closer examination the eye is drawn to the deeper line of the softball.

Although this photograph is not a complete image of the entire ball, most would be able to quickly recognize it by the shape, and size. The shadow around the sphere helps to define its shape. Other shapes seen are the circles where the threads disappear into the ball, and the threads have a triangular shape to them. The light and dark contrasts of this image also help to clarify the shape of the softball.

Most of the image is occupied by the positive space of the softball. Negative space is seen in three of the four corners. The darkness of these negative spaces helps push the viewers eye back to the center and around the image.

While this photograph may not be in color, everyone knows that softballs are white with red threads. I love black and white images. I am drawn to them; they let me use my imagination. I feel that sometimes color gets in the way of the emotion of the image. Seeing this softball in black and white creates a sentimental feeling within me. This image is not just in black and white, it actually contains many shades of gray within it.

The texture on the softball creates a lot of emotion in me. It shows that this softball is well used, and well loved. This softball has been left outdoors and been exposed to the elements as well. The light that is cast upon the softball shows the wear and tear that the ball has endured. This can also be seen in the frayed threads of the softball. There are a lot of different textures around the entire softball that are changed by the way the light hits it. I can imagine holding the softball in my hand, and feel the texture as I rub my fingers across it.

Along with all the elements that are described, there are many of these elements that are related to the game of softball. This image takes me back to the days of hitting the softball, and running the bases. I can also relate the black and white of this image, to the emotion of winning or losing the game.