Assignment 2

(Part 2/Ideas/Assignment 2/Point of sale display)

Point of Sale Display

 

Create 2 Point-of-sale display posters for high-class fruit: 1, summer, 2,  autumn

I have looked at many adverts and styles of advertising before starting this project, the title of which I found very daunting.

I have found there are many styles of creating posters and have inserted half a dozen or so to demonstrate their diversity and at the same time including ones which particularly appealed to me.

When I first read this brief my thoughts went straight to an old Outspan display which used to hang in many greengrocery shops. It was just the word Outspan written on orange circular ‘flags’ and strung across the shop like bunting. It was obviously a memorable display as I was probably a child when I saw it. I couldn’t find an image of it but here is an up-to-date one.

This (left) little illustration is eye-catching, happy and jolly. The style is popular – incorporating childlike drawings with photos and informal fonts.

On the right is Fyffes ‘Freddy’ logo which is a big personified yellow banana, probably created digitally. It will obviously have universal appeal – adults and children.

 

This mixed fruit advert (right) is in fact not for food at all but is using fruit to advertise dentures – clever, nevertheless.

(Below)
Illustration\Grapefruits juice advertising citrus fruit fresh Vector Image_files from  https://www.google.com/search?q=fresh+fruit+advertising&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjbn46F3oDlAhVGdcAKHUjCCbUQ_AUIEigB&biw=1260&bih=736#imgrc=OynXCqhFI0ZmIM:

 

I came upon this website while researching fruit adverts. It is a web site with ready made drawings of fruit to be used in adverts as the user requires! In this
instance it is full of citrus fruits.

I had no idea this kind of resource was available for general use. I assume templates are available for other fruit types as well.

 

 

(Left) This is a still from a movie advert by Tesco. This simply shows a bowl of mixed berries which is covered in cream at the end.
Great use is made of the fruit sparkling in the water with which it has just been washed. It gives it the look of ‘freshness’ and even ‘quality’.

There is a voice-over with the video which is a softly -spoken (trustworthy?) Geordie female extolling the virtue of fruit and Tesco.

 

 

An example of something completely different here. This is a very large poster available from Amazon for £6.99.

It is sold as being appropriate for advertising fruit!

To me it looks like a rather out of date still life photograph, especially with the use of the antique fruit dish.

 

I prefer this contrasting style.

This is a point-of-sale poster, itself for sale to anyone wishing to use it for their own produce.

Although worded in English this poster is produced I Italy.

I like the bright colours and the digital appearance of the fruit. It has a more contemporary feel than those presentations where the fruit looks hand drawn and has more realistic (dull) shades of colour.

It is cheerful and has a happy feeling.

The brief;
Create a 12” square poster to be displayed at the point of sale in a high class supermarket.

Comment ;
12” square is not very large for a poster. It would need to be displayed very carefully at eye-level near the fruit or even closer if at fruit level.

Aims;
to create a very simple, uncluttered poster as any complex details will be too small at 12” square.
Make the poster have universal appeal – all ages, classes, races .
Use eye-catching colours even if they are exaggerated for effect.
Make 2 posters with one style/connection/echoes for in-house continuity.

Action;
1 Make lists of fruits commonly available a, Summer, b, Autumn.
2 Produce spider diagrams to inspire a theme/ idea for the posters.
3 Look for an idea which can apply to both Seasons to create the continuity somehow.
4 Choose 5 fruits from each list and make careful objective images of each bearing in mind colour, tone, shadow and surface marks.
5 Combine the selected fruits in a cohesive way to make an appealing image (probably using the computer rather than actual cut and paste).
6 If appropriate, add a title/caption/slogan to the finished images

1 Lists of fruits (below) – I have left out bananas, oranges and pineapples as they are not seasonal in this country. I have then chosen 10 fruits currently available in Booths Supermarket in Settle!

 

2 Spider diagrams;
Summer and Autumn and what their more obvious associations are.

 

3 Continuity revealed in the spider diagrams.
Earlier I thought the five fruits sitting in a simple deckchair would be good for Summer but can’t come up with an Autumnal similarity. Looking at these two diagrams the one item they have in common is the umbrella – one for sun, one for rain. I will try to incorporate this into my image background.

I had the idea of using chairs, outdoors for summer and indoors for Autumn but it this instance the chairs are too important, the fruit must have prime place. Maybe a section of the chair and the background would be ok as marked above. Maybe if the fruit was personified into little characters that would have more appeal too – sun hats in the summer one and woolly hats in Autumn.

 

I have tried a rough idea using an umbrella which would serve both seasons, however, there is the same problem that there is too much background and not enough fruit.

I will try again with a small section of the umbrella when I have drawn the actual fruit.

I need to choose a medium to work in at this point.

I have a new Wacom tablet but most certainly have not yet mastered the technique of using it so at this time I dont think that is an option.

The brief clearly states it must be objective and from direct observation. From the materials I have at my disposal, that leaves, watercolours, acrylic paints, charcoal, pastels and coloured pencils. To achieve an accurate coloured image from life I will probably fair best with coloured pencils although it is a looking time since I used them. I could mange ok with paints but the effect would probably be more subjective than objective.

I have had a look at artists/graphic designers who use pencils and their work is amazing. Here are 3 of them with work examples. These are highly realistic coloured pencil drawings.

Sweet drawings of animals, that look like the real thing. Robin Gan is a Graphic Designer and an excellent hyper realistic artist.

https://www.designstack.co/2018/07/realistic-color-pencil-animal-drawings.html

 

Benjamin Hepton is a graphic designer and illustrator from Colchester, UK.
Hepton creates colored pencil artwork on delectable treats like ice cream and cookies but also draws other delicious food.

I am an Essex based Illustrator primarily working with coloured pencil but also gradually experimenting with mixed media. I have been artistic since a child and knew from a young age that a creative career was for me.
Throughout my work and personal life I have taken a keen interest in food and nature, I focus on a realistic portrait style with vibrant colour and rich detail.

https://benhepton.co.uk/projects

 

Morgan Davidson is a young American Illustrator whose pencil crayon artwork is amazing.

I’m an illustrator with my BFA in illustration from Ringling College of Art and Design. I grew up in Southwest Florida and have always had a strong passion for drawing and an artistic career from a young age.

https://morgandavidsonart.tumblr.com/

(colored pencil drawing over a marker base)

I drew a selection of fruit in my sketch book and used coloured pencils to create an objective drawing done from direct observation. (It’s lucky we eat a lot of fruit!) On A3 paper I was able to do them all at acual size. Coloured pencils are not my usual medium of choice but they seemed to suit the occasion this time.

Having completed the drawings, I photographed them at high res and then cut them all out digitally so I could try various arrangements, backgrounds, shadows etc to suit my composition.

Examples of fruit arrangements, fruits with simple background, possible summer background. I tried a whole variety of different options using the cut out fruit and backgrounds. Then I realised I had confused which fruits were summer and which were autumn so I had to do the arrangements again.

Here we have the rearrangement fruits. I have done multiple copies of the raspberries and strawberries and turned/flipped them etc so they look different. I have also done three sets of the grapes and groups of apricots, and plums. There are 2 nectarines and 2 apples.

I experimented with shadows and decided that I would eventually print out the final picture on some mixed-media 250 gm paper which I have. That would mean I could add further pencil colouring and the shading after the basic picture has been printed. It is a technique I have never used before but it seemed like a sensible way to go..

I wanted the two pictures to be similar and complementary with a sense of continuation. The above idea with the parasol seemed to be a good one so I started to look at how to colour it as an autumn scene.

In addition, it struck me as being a good idea to include a short pithy slogan or few words. On Radio 4 the other morning there was an item about children’s literature and the fact that they remember rhyming stories much better. I therefore devised 2 rhyming couplets.

 

I did a lot of work on the backgrounds drawing the at A3 to get the right pencil strokes to match the fruit. At first I did the umbrella for the summer in bright yellow. However, there was too much yellow as the melon and the lemon are I that group. I wanted a sunny colour so just changed it slightly to a more orange shade.

The sky on the autumn picture I did in a rainy grey colour. However, it looked to dark and I wanted it to look as if it was actually raining without looking dismal. So, I cut out the sky and decided to add the colour after it was printed.

The captions/slogans are short and to the point, they use the same meter and both rhyme.

I added the fruit to the background. These are the two pictures ready to print before having the shadows added and sections of amended colouring where the ‘cutting’ was less than perfect.

At this stage of the assignment I was very pleased with how things were going and I felt I had answered the brief and my own aims for the task.

However, although the ‘poster’ looks very acceptable on screen, when I printed out the final copy on to the multimedia paper, it looks rather ‘drab’. I guess the paper is very absorbent and takes the ‘llfe’ out of the printing ink. It has the feel of a watercolour painting which in itself is not bad but as a Point of Sale notice is is not very prominent. I wanted bright and attractive, loud and brash, whereas it is ‘quiet and tasteful’.

I can ‘lift’ the colour on the computer and try a print on a hard surface paper. However, I printed it on to the softer, heavyweight paper so that I could add to the details and draw I the shadows, with the coloured pencils which work well on that paper. I will not be able to do that if I use photographic paper.

Below is the finished image. I have added some light shadows.

Below is the finished autumn image. Again I have added light shadows and some rain in the left corner.

 

POSTSCRIPT

As I was not entirely satisfied with my effort at these posters, just out of interest I tried extending the idea a bit further. I have always been a great admirer of Patrick Caulfield (now much copied) so I had a go at turning my pictures into his sort of style for a more up-beat effect.

I had a couple of earlier prints of my work which had needed some modification so had been scrapped. I used these to paint over with acrylic paint (they were printed on multimedia paper).

They are still a bit dark but with the help of the computer I have lightened them and think they are more effective than the coloured pencil ones. However, I do think at least one red apple would have looked better than 2 green ones in the autumn version.

They are still not perfect and if it was a commission I would have to spend yet more time on them.
However, I have been working on this assignment for long enough now and need to make further progress with the rest of my work.

Review of assignment 2

Creativity
Initially, I found the concept of this assignment difficult. I felt there needed to be some cohesiveconnection between the drawings so they had to be considered simultaneously. The idea of just a piece of fruit, cut or otherwise, is so clichéd ,I had to find a context in which to present the food. I had many hours of considering this before committing anything to paper. Eventually I decided ‘the weather’ is what people feel comfortable with and talk about. It would seem very natural to have a point-of-sale poster referring to the weather.

I think the short rhymes on each poster were suitable and appropriate,  attractive to children as rhymes and adults as weather statements.

Research and ideas development

I looked around at the supermarket for inspiration but found nothing exciting. My local supermarket ‘Booths’ seems to favour hessian and black chalkboards at the moment. On-line I was amazed to discover it is possible to download ready-made posters and background to be used by any business.

I then sought out examples of adverts which appealed to me – bright, cheerful and simple. People do not stand around for long at the fruit counters so high impact is best. However, the brief states ‘high-end’ shop so nothing too tacky was required That is where I threw out the idea of personification of the fruit as being ‘downmarket’. I used a minimal but relevant background so the fruit was the centrepiece.

Visual and technical skills

The brief clearly stated an objective approach from direct observation. This affected my immediate thoughts which were to produce pictures in the style of Patrick Caulfield which would be bright and simple. I felt a complex drawing would be less noticeable by the passing shopper. However, having discovered that pencil crayon artists can produce the most amazing life-like and detailed drawings I decided to follow that route. I was actually very pleased with my life-size fruit drawings and felt I had made a good effort.

Context

I have produced commercial posters before but always using photographs so this was different. In retrospect, I would probably have made a better job if I had just drawn out the entire poster with the crayons rather than hopping from computer to camera to drawing so many times. The whole project took me far more hours than I had sensibly allocated to it and I made a few unsuitable decisions en route, one of them being the multimedia paper which drained the colour when used for printing.

However, in the end I have produced 2 point-of-sale posters (12” square). If I had a few more hours to spare I would redo both of them using only pencils and on good bright white cartridge paper. I think the result would be brighter and have more dense layer of colour with deeper tones. The contemporary ‘look’ is bright and simple with saturated colour.

The add-on postscript 2 images, shows what my first inclination was but I guess they are subjective and not strictly objective.

 

REFERENCES

Hall A, Illustration, Lawrence King, London, 2011
Heller S & Weidemann J, Ed. 100 Illustrators, Taschen, Cologne, 2005
Hyland a, Ed. The Picture Book, Lawrence King, London, 2010
Male A, Illustratio, Bloomsbury, London, 2017

https://www.designinc.co.uk/blog/examples-of-creative-advertising/

Tesco ad
https://youtu.be/AUqEVpb_oYI

https://www.google.com/search?q=fresh+fruit+advertising&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjbn46F3oDlAhVGdcAKHUjCCbUQ_AUIEigB&biw=1260&bih=736#imgrc=OynXCqhFI0ZmIM:

https://www.google.com/search?q=fresh+fruit+advertising&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjbn46F3oDlAhVGdcAKHUjCCbUQ_AUIEigB&biw=1260&bih=736#imgdii=7M92kV8wngNabM:&imgrc=bR1u-nt8sIjJEM:

https://www.google.com/search?q=simple+drawing+of+a+deckchair&source=lnms&tbm=isch&sa=X&ved=0ahUKEwi28M–7oDlAhVBonEKHYWPD1QQ_AUIEigB&biw=1260&bih=736

https://www.designstack.co/2018/07/realistic-color-pencil-animal-drawings.html
https://www.innocentdrinks.co.uk/blog/adverts
https://www.themost10.com/creative-mc-donalds-ads/
https://benhepton.co.uk/projects
https://www.bing.com/search?q=ben+hepton%2C+illustrator&form=EDNTHT&mkt=engb&httpsmsn=1&plvar=0&refig=7062c8bf0bc34bfdd9aca7f557c5a037&sp=-1&pq=ben+hepton%2C+il&sc=0-14&qs=n&sk=&cvid=7062c8bf0bc34bfdd9aca7f557c5a037
https://www.thecuriouslycreative.com/12-amazing-colored-pencil-artists-follow-instagram/

The Good Fruit Grower Magazine
https://www.goodfruit.com/advertise-with-us/