Final Group Collaboration: Intermountain Golf Cars

Jill, Sabryna, Carly, Parker and I decided to redo a marketing campaign for an existing company called Intermountain Golf Cars. Carly made the website, Jill redesigned the logo and wrote the personas, I did the mock-up of the golf cart and packaging design, Parker shot the commercial and Sabryna designed the brochure and the actual golf cart materials we used for the student government golf cart.

Website Link: http://carlyjaneradmall.wix.com/intermtn-golf-cars

Communication Objectives:

• Our product will help in creating and establishing a campus identity, and serve as a recruiting tool.
• When recruiting students, our product will establish credibility for the University.
• Our brand promises the best quality- when you see our logo you know you're getting the best.

Design in packaging:

The logo is based around a font with the word motion in it. I designed the packaging to go with the logo. The slanted letters imply motion, so keeping the lines on the box clean and simple makes the logo the main focus on the box. The movement of the logo mirrors the movement of the lines on the box.

The Gestalt principles I used were similarity, simplicity, and continuity.

Similarity- Keeping the box similar to the logo and the website with the white background and black and gold lettering.

Simplicity- I kept the box simple and let the design speak for itself.

Continuity- Your eyes follow the natural line of the box with the logo and everything moves in the same direction.

Sketches:

Intermountain Golf Cars offers customizable enclosures and seats. These are a couple sketches of what you could do with a golf cart for Dixie State University. The enclosure is red and the trim and zippers for the windows are in white. The seats are in blue with the inserts set in red. The logo of DSUSA is represented on the back of the seat, but you could use any of the logos found around campus for different organizations.

If you get a cart with IGC we guarantee you will be satisfied with the design of your golf car and it will represent your university. Seats come with different features and can have different panels. Want your logo on the seat? IGC can include your schools logo to give your university a customized golf cart that you want to represent your university.

Packaging- 

          I used the law of similarity in my packaging design. The clean white box is the same as the website, and our logo appears on both sides of the box. I used the minimalist design because when I receive packages I want to be able to identify where it came from and what it is about. I don't want to have to look for the information, I want it to be up front.

On the two ends of the package we have About Us and Contact Info. This allows us to present our information while conveying a high class establishment. 

The top of the package will be the logo of the universities we are sending it to. We want you to be able to customize your golf car to your complete satisfaction.

What's Inside: Inside of the packages, each university will get swatches with their school colors and different designs ideas for seats and enclosures.

Mise-en-Scene

Art Director - The art director works with the production designer and is responsible for the design and construction of a movie set. They are essentially assistants to the production designer and help construct the "look" and "feel" of the movie.

The Art Director for this movie was David Lazan. He has worked on movies such as Training Day (2001) and Constantine (2005)

For American Beauty - Just a Couch Scene, I did:

For this scene I worked closely with the production designer and helped build the set. We designed this set to work with the mood during the scene. As we went about designing this particular scene we decided to go with a color palette that is more somber. This scene takes place in the living room of the house. We built the house and this scene with the feeling of lethargy. We place the red roses and the red truck in there for little pops of color. The red represents the physical life force, and right now he only has a little bit. There is a little bit of life in him and in the room we put the little bit of red to show that maybe he still has some life left in him.

We designed this set with the color palette of gray, cream and white, so when we added the red roses and the red truck they stand out and almost look out of place. Both of the characters are dressed to fit the room. The wardrobe designer put them in the same colors as the room. She wanted to have the characters seem like fit in with the set, almost blending in with the set. Everything in the scene is well put together. The room is clean, the floors shine, the couch and pillows are all perfectly set up to represent the feeling of him being trapped in suburbia. The only things that are out of place in this scene are his jacket and the beer bottle and food wrappers that he brought into the room. Everything else was strategically placed and meticulously put in its proper spot.The house was meant to look cold and uninviting, as their lives have changed and they have both in a way become cold. They almost begin to blend in with their house.

Compose Your Frame

After going to class and learning about vectors and the rule of thirds I was able to take this photo and look at it with a more critical eye. The steps at the bottom of the photo draw the eye toward the center and the clouds are in the opposite direction they almost create a vector between the clouds and the steps. I used the rule of thirds when I was composing this because I tried to get the light post to line up on one of the axis and then the light was almost at one of the intersections of the thirds.
I got lucky with this cloud that happened to be coming in the direction that helped me with the vectors. The diagonal lines that are created by both the steps and the clouds draw the eye to the center of the photo which happens to be dark and then the light stands out in the clouds with a vertical line drawing up toward the light.

Design Evaluation

 Good Design

Bad Design

Comparing the packaging of this I naturally gravitate to the top bottle of shampoo.

I rely on the sleek design of the top because it is easier to hold on to. I know this seems like a little thing, but in a shower when everything is wet things get slippery and the top bottle provides more function because it fits into your hand and isn't slippery. The design of the top bottle is also complementary to the conditioner bottle because they fit together, side by side as a pair. Naturally you want to buy both of them because one looks left out if you buy it alone.

Also in the packaging of the first one I see the yin and yang qualities with the top and bottom. As you go from top to bottom the circle of the lids keep going drawing your eyes in a circle.

Herbal Essences uses a stronger plastic, where Suave uses more rubberized plastic that is flimsy and collapses.

Design in Identity-

When you see Herbal Essences you know what you are looking at. They have the same design in all of their products. They keep the same design going to keep their identity the same.

Suave changes the bottle and design as the prices go from low to high. This bottle is in the mid-range of prices (it says family size on the bottle) and the 99 cent ones are more tapered at the top. They don't stay the same, so they only reason you know what you are looking at is if you look at the label.

Gestalt in Architechture

Law of Similarity:

This represents the law of similarity because instead of traveling across the picture to the three different elements our eyes automatically travel up and down with the grass, then the cement, then rocks separately.

Law of Proximity and Continuity

This represents the law of proximity because the wooden stairs are grouped together and the shadows cast across the stairs are grouped together by the eyes almost as a different set of stairs. This photo also represents continuity because the line of the stairs inside flows through the window to the set of stairs outside almost like the window isn't there.

Law of Pragnanz

This photo is pretty evident that it is the law of pragnanz because at first glance it is just a blue wall, but when you step back and look at it you can tell that it is meant to be a cloud of book spines.

Law of Closure

This is the law of closure because all of the couches are in a straight line and towards the end they start to appear as one long couch instead of separate ones.

Figure ground relationship

This photo creates a strange figure ground relationship because the glass reflects the ground below it so it is hard to tell where the ground begins and the balcony ends. My feet and the beam in the frame are the only things that show how far away the ground really is in comparison to my feet.

Contrast, Balance, Harmony

This video shows amazing contrast. It is completely in shadow, but the background is always colorful and it creates the contrast between light and dark that everyone sees as the greatest contrast. I can also see contrast in how the colors behind the dancers because they are in shadow. They create emotion and harmony in the way they move and create different images with their bodies.

I watched this and was moved because of the story that was created without words. They created a story with their bodies. I know the music is not part of visual communication, but the music creates harmony too because it fits with the story they are telling.

All in all this is a beautiful interpretation of a love story with just shadows. Light and dark, and contrast and harmony.

My Visceral Response

This photo creates the stupefying response in me. When I see this I stop and stare. I am drawn to this photo for many reasons.

There are a lot of elements in this photo. The line I can see the easiest is the line going up between the two horsemen and continuing up the temple in the background to the spire at the top. I love that there is even a line in the concrete sidewalk that helps to draw the eye to the temple.

The colors in this photo create a contrast with the white temple and the bronze horsemen. The blue sky and white clouds almost create a frame for the temple within the frame of the photo. I also think the colors serve as a frame to keep the eye in the center of the photo. The color is on the outside edges but the focal point of the photo is in the center.

The line in the center gives this photo a sense of depth. You can sense how tall the temple is behind the horsemen as it rises into the clouds in the background.