Part 2 Assignment 2: Summer and Autumn supermarket campaign KS
To create these illustrations for both I first researched the fruits and vegetables that would typically be eaten during the seasons of summer and autumn. I decided on what pieces I wanted and collected the produce to take pictures as reference for my illustration.
For summer I used:
· Pineapple
· Tomatoes
· Avocado
· Strawberries
· Blueberries
· Broccoli
· Bananas
· Baby peppers
For autumn I used:
· Butternut squash
· Aubergine
· Carrots
· Leeks
· Grapes
· Pears
· Apples
· Corn
Unfortunately, I could not find any watermelon slices which I wanted to use for summer, and I could not get a pumpkin for autumn as it is not really the season they are in stores. This was a bit disappointing cause I wanted those pieces the most because they reflect the seasons more then any other produce. Nevertheless, I am happy at how the pictures turned out, I took the summer picture as the sun was setting to get the sunshine to intensify the colours whilst creating a summer vibe. For the autumn produce I took them inside I thought it might suggest to the viewers an indoor cosy autumn feeling with not too much brightness just a subtly natural light of the window. The aim of arranging the food was to make them all closely bunched together still making sure each piece remained visible and natural. I tried looking at some pictures you would likely see of similar produce in actual supermarkets and the lighting, shadow, colours, and such they use so I could achieve a similar look.
Another part of my research was seeing how things in supermarkets and stores advertise and promote things especially fruits and vegetables, and I found some vintage ads that I feel have a more comfortable feel and the use of warm colours often primary and the style was like paint which I like, as well as this the modern adverts there is a completely different tone and approach to the vintage artistically an i think colours are used a lot more when appealing to the audience, everything is high definition and often a photograph or done digitally and maybe a little more inclusive for example: these series of ads used in a campaign by a French supermarket Intermarché called ‘Inglorious fruits and Vegetables’ which was launched to try and fight against food waste and celebrates the idea that it’s only the inside that matters using ugly fruits and veggies as well as advertising the 5 a day. Another underneath used by a farmers’ market as a play on the season, the fruit are wearing swimming costumes and glass whilst the winter produce is wearing knitted pieces for the cold.
www.youtube.com. (n.d.). Intermarché - “Inglorious Fruits and Vegetables.” [online] Available at: https://www.youtube.com/watch?v=p2nSECWq_PE&t=3s [Accessed 28 Dec. 2021]. french campaign
https://www.clf.org/blog/inglorious-fruits-vegetables/
doing more research, I found some campaigns of famous UK
supermarkets like ASDA, Tesco ect…. I also researched and found some creative
point of display sections and found some for certain popular foods/drinks like
KitKat, Lucozade, Skittles, some fruit and veg displays to. It is interesting
to see the set up and how effective they can be in intriguing
customers because its something so different to look at. I also just searched for anymore seasonal adverts for inspiration.
I finally looked up some eco friendly and creative packaging for fresh produce that may be used by an established and respected store to use for my illustrations as an example of what the campaign entails for each season. The atmosphere I was thinking of was a simple modern layout accompanied by writing and little facts about how the campaign helps….
I played around with what I was going to do my second illustrations, what it was going to include, the packaging and designs and information that would be helpful to customers, so I dove into the eco-friendly side and recyacble packaging and some infographics used for such things, it was interesting to learn it is all made and recycled and what the inks are biodegradable and the use of natural ingredients like vegetable oil or rapeseed oil to print them. My idea was not only to promote the store and its local produce but the eco-friendly and green aspects of the packaging on how it helps the environment. I think campaigns around saving the planet often encourages customers to buy as they know it helps a cause.
Heres the links I found for Eco friendly packaging and information on it elements…
Pinterest. (n.d.). 23 Packaging Infographics ideas | packaging, infographic, packaging design. [online] Available at: https://www.pinterest.co.uk/Swedbrand/packaging-infographics/ [Accessed 28 Dec. 2021].
Anon, (n.d.). What Is Eco-Friendly Packaging Made Out Of | Know World Now. [online] Available at: https://knowworldnow.com/what-is-eco-friendly-packaging-made-out-of/ [Accessed 28 Dec. 2021].
Rooland. (2019). What is Eco-Friendly Packaging? (And Why It’s Important for Your Sales). [online] Available at: https://www.rooland.com/what-is-eco-friendly-packaging/.
Campaigns
Econsultancy. (2019). 10 of the best ad campaigns from the UK’s top supermarkets. [online] Available at: https://econsultancy.com/10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets/.
Econsultancy. (2019). 10 of the best ad campaigns from the UK’s top supermarkets. [online] Available at: https://econsultancy.com/10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets/.
Econsultancy. (2019). 10 of the best ad campaigns from the UK’s top supermarkets. [online] Available at: https://econsultancy.com/10-of-the-best-ad-campaigns-from-the-uk-s-top-supermarkets/.
Environmental campaigns
Vintage food advertisements...
https://awgsalesservices.com/2016/04/21/color-psychology-in-food-marketing/
The vintage ads for foods were often drew to look tasty and
the heavy colours often red and yellow where used. I learnt those two colours psychologically
are used to make people feel hungry which is why many fast-food places and food
promotions include them. With this information one of the elements of my illustration had to be with using these colours somewhere. I think I took some inspiration from the shapes used in vintage ads and the floating products and packaging but just add more modern brighter colours as well as making the texts different sizes and certain words bigger depending on what I wanted to promote.
SUMMER DISPLAY PAINTING
For my first Illustration I used my previously taken pictures of all the produce for each season. The first attempt was to create a fade of blue into white for summer and purple into white for autumn, this was because I thought it would make the fruit and veg stand out more being on a white background. I Successfully painted most of the autumn produce only to realise that it was a lot smaller than I wanted, there was too much empty space on the page, and I hated how it looked. This resulted in me starting fresh. Using them pictures I zoomed it to them and worked from them that way to eliminate more of the background and focus on the details of the produce. The media I chose was acrylic paint, in the past they have made my paintings so bright, and the colours are always intense. I also like working fast and because it quickly dries there is no wait time like there would be with oils.
So, for the second try this time I measured an A3 piece of paper into the scale in the brief and sketched the fruit and veg. I then used acrylic paint to get the colours down first followed by all the little details and tones. Some of the colours were a little hard to get right so what I did was make them slightly more vivid and made everything more saturated. I like how it turned out colour wise, however the proportions are slightly off but I think my use of colour and detail makes up for it. The pineapple especially was confusing to paint because of its many shapes and textures, I tried to keep the whole painting fluid rather than clear lines to make it look natural. At the end I thought of adding tiny but of fine liner made some parts more pronounced and it gave a certain drawn feature in contrast to the paint.
AUTUMN DISPLAY DIGITAL
Similarly, to the summer painting I used the same techniques and process for autumn produce. However, it is done digitally using a mixture of a round brush and an acrylic brush. I found this one a lot easier because I could do layers and easily rub out mistakes and play around with the colours. The traditional illustration in acrylic was a good challenge as I had to find the colours myself when mixing, I do like the effort a traditional painting gets compared to a digital, but I also like how simple it is to draw things using technology it makes for more efficiency in some cases and its easily accessible then actual paints. For this autumn illustration I used only 4 layers and drew a few pieces of produce at a time. Most of it was straight forward to draw, but the detail on the corn and the leeks where quite intricate. I think they turned out well despite the struggle. Finally, I added the shadows and then made the background a warm orange, different from the carrots. Initially I was going to do the background purple, but I thought of how much more orange is used around Halloween. Because I had no pumpkin the orange makes up for it.
SECOND ILLUSTRATIONS CAMPAIGN POSTERS DIGITAL
When illustrating my second pieces for both ranges, I struggled with finding a style and how I should interpret the brief, I did a few drawings because I was a bit lost on what to include and what the theme was going to be, I also experimented with making simple design and detailed ones with full colours to use. I felt as though the two more detailed ones I could not see being in a supermarket campaign, I felt they just seemed unprofessional and a bit rough. My vision was clean design with a little bit of quirkiness and a play on words through the illustrations whilst also trying to incorporate elements of the seasons.
My inspiration for the style I chose was a mixture of vintage ad layouts and how they have information on them as well as making the illustration itself more modern and incorporating bright and interesting colours and images.
I finally found what I wanted to do and the writing I wanted to use in the campaign, I wanted to make the illustration cartoony but not to the point of adding faces to the produce like i did when experimenting. I enjoyed the process of planning and creating these two display posters when i knew what I was doing, I have included a video time lapse of the steps I took. In the video you’ll see that I firstly planned out what shapes were going to be for the base and there were staple pieces I’d keep similar for each season (circle in the corner and rectangle in the centre) then I outlined the other features such as the produce itself along with the packaging. I then come up with a few different phrases or sentences to write. The campaign idea I chose was an eco-friendly one, so I made sure I researched all about eco-friendly packaging, zero waste and why locally grown produce is better. I took snippets and facts like… what eco packaging would be typically made of and used it on the page to inform the customers coming to the store. The store name is simply my last name BROWNE'S as its easy and has a ring to it.
The colours I used for summer are bright and vibrant not only promote the idea of summer, but it would also help attract attention in general. I included hints of red and yellow which psychologically makes people hungrier.
As for autumn I went with the obvious theme of Halloween as it is a very popular holiday and playing on an already successful concept, I used that to bring character to the season. The colours are the typical Halloween colours, keeping it playful there are pops of brightness throughout again to attract attention. I finally finished by adding a pair of sunglasses to the pineapple and witches had to the butternut squash inspired by some of the seasonal ads I seen.
I then simplified these posters as there was a lot of writing and I realised shoppers would not likely stand there reading all the words, so I just kept key sentences that are relevant to the campaign. Before then pasted these designs text and produce illustrations on an example wall of a supermarket.
Revamping these posters meant I also changed the title to remain consistent, Summer is Here! and Autumn is Here! customers would associate the campaign with the recognisable theme in title.
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