OUGD503 - UK Greetings: Design and Typeface Decisions

The designs of the animals/insects will be drawn by hand and then illustrated as it gives it more of a handmade feel so it seems more personal and loving. The designs will be illustrated by replicating the texture and feel of the animal/insect so no two designs would have the same effect. For the red squirrel, feather like/soft strokes will be represent the soft fur of a squirrel as opposed to the Turtle Dove where the design and the colour will be solid colours as the doves have a smooth texture to their body. The colours of all the designs will directly reflect the real/common colours of the actual animal/insect as it would help consumers easily spot the animal/insect and get involved with their sightings and logging them onto conservation/charity websites to submit a sighting or simply get involved if they are inspired by the card.

As the whole theme for the collection is about British Wildlife and it being UK greeting cards, it made sense to choose a British typeface so that it all ties in the British culture of the collection. The typeface will be a serif type since they appear more sleek, classic and elegant. Serif typefaces also tend to look more serious which is why it would work better with the theme of the collection.

Display Type

Clarendon Light 

The Clarendon typeface is striking as it is quite bold and has exaggerated ears and stems. 

The typeface may appear too loud and convey fun rather than seriousness as it is a slab-serif.

Baskerville

The height and weight of each character appears to be equal making it appear fuller. The typeface does seems elegant and clean however, the display text using the typeface may make it look protracted. 

Caslon

Caslon typeface appears effortless, friendly elegant due to the slightly condensed look. The Caslon typeface will work well with the collection as it seems to be a classic, sophisticated typeface.