Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Formative Feedback

General feedback:

• It would be better with a map of Manchester Chinatown especially if it is aimed at tourists
• More information about the restaurant would be great.
• The 'TripAdvisor' logo should be smaller because it takes your eyes away from the publication name.
• Should have chillis on the page to represent how spicy the food is at the restaurant if they are known to be specialist spicy restaurant.
• Maybe it would be better to put your ratings in order instead of randomly placed (low-high).
• The images of the restaurants is a good idea as it makes easier for the audience to find.
• The use of red is a good idea as it is colour to represent an oriental/Asian culture.
• The cover image of the Arch makes it easier for tourists to recognise.
• Maybe you should try re-doing the publication again to see if the cracking still happens on the fold.
• This would be great for tourists as it makes you aware of what is available.

Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Layout

The layout of the publication will be as simple as possible; only containing key information needed. The minimalistic layout of the publication will lead your eye more to the image as that will be the main focal point since it will help the audience locate the restaurant that is seen in the publication.

Which layout would be the most suitable for the publication and why?

• 4 because you read about the restaurant first and then it creates an enigma which leads you to the image of the restaurant
• 1 - looking at the restaurant first because it makes sense to look at the image then the information
• 1 it is a simple layout
• 1 or 3 they look similar but the image would be better on the top/middle section
• 1 because it doesn't look complicated
• 1
• 1 looks simple

Most people liked the 1st layout design as the your eye catches the image first, no matter where on the page so it makes sense since your eyes will gradually fall as you look down at the information provided below the image.

Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Production Costs

The total cost for a one off print publication is £8 using standard A4 120gsm matte stock for the publication pages and A3 200gsm matte stock for the cover and for the cost of the PVA glue to perfect bound the publication. However if the publication was to be mass produced, the publication would be cheaper as it wouldn't require as most effort as the one off print method.

The idea of having the publication free is because it is suppose to be a tourist guide therefore not many people may want to actually pick it up unless it was free.

The original idea was to have it printed on satin/glossy stock however, the stock wasn't suitable for double-sided printing and the stock would have cracks/the colour would come off when folded so matte stock had to be considered instead. The matte stock also did crack but it would've cracked less as opposed to satin/glossy stock.

D&AD and YCN Annual Books and Website Content

Looking at the design, structure, format, tone of voice of Annual book/website

D&AD
- Corporate
- Clean
- Structured
- Dense
- Visual
- Commercial - paid work
- Serious but with a create edge
- Intimidating
- Loud
- Embellished

YCN
- Inspiring
- Playful
- Creative
- Tactile
- Expressive
- Vibrant
- Social influence
- Functional
- Understated
- Student focused

Consistencies in award winning work
Nothing is open to interpretation, everything is placed in context. D&AD more seemed like real commercial responses whereas YCN seemed more hypothetical. There are design campaigns that informs everything about a company/brand which works for their whole image - idea and concept driven. Impeccable presentation so photography, design decision, layout must look really good. The idea should be simple and clear so it doesn't come across as complicated to the audience. Make the audience feel like they're intelligent as it makes them like it more as they understand the design. The design should be innovative so that it stands out from other designs.

OUGD503 - Responsive Briefing

Submission deadline 27th April 2017

Address a key external theme such as a national or international competition/project. The briefs should reflect your interests in the design industry. This would help develop experience professionally in the design industry with realistic deadlines and competition.

Design a response to a 3 different live briefs - one substantial brief (D&AD/YCN/ISTD/RSA) and two smaller briefs (Secret 7", Feathr, Penguin Design Awards).

Research the background information of the brand so you have an idea of their whole ethics and possibly their previous work.

Responding to commercial briefs

• The opportunity
• Altruism
• Charity
• Good exposure
• Future design work/get yourself known

Techniques for responding to commercial briefs (Penguin Random House Publishing)

Things to research
- Research the book
- Research the author
- Read the contents/summary
- Previous artwork
- See if it is part of a series

- Read the book reviews

- Read the book

- See other contexts of the book

- Research the theme of the book

- Research the genre

- Research the settings

- Research the authors other books

- Analyse the characters in the book

- Research the location and the art of the book

- Analyse the influences of the book

- Year of publish and year written

- Previous winners/shortlisted

- Artwork of the same genre/competitors

- Target audience

- Current book trends

- Ambiguous visual responses

- Tone of voice

- Advertising of the book

- Analyse your own visual style

- Research the judges style/research their work/examine their interests/professional background/previous competition judgements/look at their social media/see who they follow/personality 

- Visual research on innovative design won by people on the Penguin books

- Judging criteria 

Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Final Idea and Considerations

The final publication idea will be based on the 'Top 10 Restaurants in Manchester Chinatown' concept for the final publication idea as it is the most informative and will be aimed at the mass market rather than the other two concepts ideas which means it would reach a higher audience. Featuring 10 restaurants for the booklet seems the most appropriate as it is a commonly accepted frequency concerned with ratings and listings. If the publication was to be distributed, it would be found inside local newspapers as an extra guide booklet. The publication will be aimed mainly at tourists and also everyday people that may be interested in Chinatown in general or foodies. The publication will be aimed at anyone above the age of 16 as it only conveys general information about the restaurants.

The publication will include an image of the restaurant shopfront, restaurant information, address, reviews and ratings. Each of the 10 restaurants will be featured on a double page spread so that it would have enough information and reviews about the restaurant. The restaurant reviews will be in association with TripAdvisor since the reviews have been made by real customers, making it more trustworthy.

Ideally, the stock that will work best with this publication is a satin/glossy finish as it would make the images appear more high quality as it would have a sheen, making it look more luxe. Matte may also be considered as the publication is suppose to be free so any sort of cheap stock will work.

Perfect bound is the most suitable for the publication as it is cheaper and more sturdy as opposed to being stapled.

The top 10 Manchester Chinatown restaurants on TripAdvisor are:

1. Try Thai
2. Teppanyaki
3. Happy Seasons
4. Wasabi
5. I Am Pho
6. Phetpailian 
7. Little Yang Sing
8. Yuzu
9. China City
10. Yang Sing

Studio Brief 01 - A-Z Type in Context: Research

The publication was inspired by the different restaurants that are Manchester Chinatown offer; the idea of having it as a 'Top 10' is so that the audience knows what restaurants real people have voted as the best so if they were tourists, they would want to go somewhere they know where it is nice to dine at since it is a location they are temporarily visiting.

The research that was conducted were mainly for foodies/tourists; this website is called 'Goop' an American website where you can shop and is also a blog. Whilst searching on the website, there is a section about food and nice restaurants to eat in major cities such as London. The website is very minimalistic and clean so that it doesn't take your attention away from the content. The webpage features an image of the restaurant name and key facts about the restaurants such as the name, address, phone number, opening hours and a brief description of the restaurant and the type of food they serve. 

Although the website is on a digital platform, it would be ideal for a publication but for restaurants in Manchester's Chinatown. The information on the publication will only feature key facts about the restaurant so it wouldn't seem overbearing and loaded with unnecessary information; it will be in order 1-10 restaurants of the best restaurants in Manchester Chinatown.  

Publication content

• Image of restaurant
• Opening hours
• Address/phone number
• Name
• Overall restaurant rating
• Brief description of restaurant
• Reviews of restaurant (using TripAdvisor)

Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Crit Feedback

General feedback:

The type size should be slightly smaller as it looks too big.

Perfect bound would be the most effective for this publication as it is cheaper for production and will be easier and less likely to come apart as opposed to having the publication staple bound especially as tourists tend to view the book whilst on the go.

A5 size format is the most suitable for this publication as it is small enough to carry around and easier to look through whilst on the go whereas A4 will be too obnoxious to carry around and it will be unnecessary.

In the crit, it was discussed that the publication would be available to pick up for free in places such as airports, train stations, Manchester Arndale Centre and in newsagents around Manchester City Centre. The publication will no longer be featured as an insert within the local press as due to the thickness of the publication and because tourists are less likely to be interested in local news and current affairs and may not be interested in the newspaper.

Studio Brief 01 - A-Z Type in Context: Top 10 Restaurants in Manchester Chinatown: Typeface

A sans serif typeface will be the most suitable to use in the publication as it appears more modern and 

minimalistic. A sans serif typeface would also provide contrast and balance to the highly decorative serif typefaces used on the signage of featured establishments. 

Helvetica

Helvetica is the most popular sans serif typeface used by many brands and is used on numbers platforms. Helvetica is a very clean-looking, neutral typeface which makes it appear rigid and unbiased. 

Gill Sans

Gill Sans typeface looks more relaxed and free so give gives off a gentle feel. It appears less harsh and heavy as oppose to Helvetica however, it doesn't give a unbiased appearance as the contents of the publication. 

Futura
Futura has a humorous feel to it as it appears upbeat and lively. However, it would not work as well on this publication as there are mixed reviews in the publication where they range from 1-5 stars and it wouldn't seem more confusing to use this typeface with a 1 star review as it may appear contradictory.

Helvetica will used in the publication as it is known to be a neutral typeface and since the reviews in the publication vary in different ratings, it reflects onto the typeface which conveys objectivity to content that would in all other circumstance would be subjective.

Studio Brief 01 - A-Z: Type in Context Ideas

Concept 1

A tourist picture book of Manchester Chinatown as a collectors item featuring and A-Z of different types of shop design. 

Provide people with an insight into the type featured specifically in the Asian sector of Manchester. 

The target audience would be for people who have interest in Asian type and/or this specific sector of Manchester.

Concept 2

A 'Top 10' for Chinatown's best restaurant with reviews and ratings. 

Provide people with a definitive list of the best Asian restaurants and their locations in Chinatown.

The target audience would be people who enjoy Asian cuisine who are either visiting or live within the Manchester area.

Concept 3

A publication on good and bad oriental typeface design.

To inform designers and those with an interest on the differences between considered and appropriate Asian typeface design and novelty, tourist aimed depictions of Asian type.

The target audience would be for designers concerned with the use of Asian type or entrepreneurs hoping to establish a authentic Asian establishment. 

Type in Context Lecture

The 1991 Jan Tschihold book 'The Form of the Book: Essays on the Mortality of Good Book Design'

Deviant formats: Books have to be handy. Books wider than the ratio 3:4 (quarto) especially square ones are ugly and impractical. Good proportions for books were and are 2:3, Golden Section and 3:4.

Inarticulate and shapeless typesetting as a consequence of suppressing indents.

White and stark white stock is highly unpleasant to the eyes. Slight toning to the paper stock is more pleasant as it is not obtrusive.

A book should have a purpose so it would make the reader feel something.

Extracts from 'Every Book Starts with an Idea: Notes for Designers' by Armand Mevis

'As designers, we are as responsible for content as everyone else' - Publication must have a purpose and a reason as to why it has been produced.

'Design and content need to go hand in hand, like a perfect dance. Sometime there is too much design and not enough content, or the other way around: you need to find the right balance' - The whole content and design of the publication must be both informative and interesting to look and not one more than the other.

'Rethink what a book can be. Rethink the form, rethink how information can be organised, rethink the editing, prose alternative directions' - You have to open about making decisions in case something goes wrong or something isn't possible to produce.

Studio Brief 01 - Type in Context: Brief Interpretation

This brief is about collecting 26 images of the alphabet, from A-Z of different typography; whether it is of a shop, newspaper, street signs etc... The A-Z images are allowed to be taken at any location (e.g. holiday or hometown) of your choice as long as it is taken in the same area as it is consistent and local to that area. The image should be of high quality so that it looks professional and because it will eventually be used in a publication that will eventually be created. However, not all images will need to be used in the final publication.

The target audience of the publication should be thoroughly thought about as it is suppose to be of use and help your audience. The production should also be considered such as the binding method, stock and the price (if not free) of the publication if it were to go on sale.