TYPOGRAPHY STYLE DEVELOPMENT
The above collection of 4 typography styles represents my experimentation with various overlays which I have found common within Progressive House genre. The first represents a texture which has been applied to the typography, emphasising its letters with the use of shadows, darker tones as well as metal like texture which can be mainly seen in Zedd's or Dimitri Vega's digipaks. The use of texture has significantly improved the attractiveness of the text however in my opinion it does not represent the surreal element which I would like to include within my composition therefore I have moved onto a different experimentation of text.
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Other than textures, some of the typography for example, the albums title which has been used in Rudimentals - We The Generation digipak contains a image overlay on top of the typography. Such image overlay gives dimension to the text as well as making it more aesthetically pleasing for the audience to look at. Within my experimentation I have used one of my real life images which I have taken during our filming in central London (test shots). I have successfully inserted the image onto the text with the use of a clipping mask tool. After applying the image over the text, I have repositioned it in order for the letters to be filled with textures and light areas of the image as by this they will be easily seen against the dark background. Even after repositioning the image in order to make the text clearly visible, some areas of the typography were overfilled with texture of the buildings such as the letters 'BEAU' which made them hard to read. As a result of this I believe that this style of typography overlay is not effective.
Within my research I have found that Progressive House artists have mainly included simple coloured typography such as white on black background or black on white background however I have come across some examples which caught my attention. One of them is the digipak by Hardwell - United We Are. As we can see in the image, the style which has been used within the typography has provided the font with brighter areas as well as darker areas, which gave a slight 'ombre' finish. The transition between such tones and colours has inspired me to experiment with colour in my own text. As we can see in the image above. I have implemented a rainbow colour scheme to my typography with the use of a gradient tool in Photoshop. The finished effect was quite pleasing as the colours smoothly shift towards a much warmer tone therefore representing the dynamic nature which is associated with Progressive House. The use of colour such as the one above, follows my research as I have acknowledged that Progressive House digipak / adverts contain elements of colour that is striking to the audience. I believe that such transition of colours throughout the text is very pleasing therefore I will put this idea forward and further develop it.
During my experimentation I have come across an image which portrayed a abstract collection of triangles formed onto one canvas, giving of a 3D impression due to their sharp edges and vast variety of tones and shadows. I have considered this image to be appropriate for my text and implemented it into the font which can be seen above with the use of a clipping mask tool. The fact that the image is very irregular and portrays different shades of colours, has really brought out the text and its structure making it more intriguing for the audience as the same time. The only downside of this experimentation is the cold tone of the image which has been placed into the typography. In order to fix this issue I have considered to implement the use of worm colours from the earlier development and combine it with such abstract image which in my opinion will provide me with a effective outcome.
FINAL TYPOGRAPHY TEXTURE
As a result of my earlier development I have come to a conclusion where I would merge the use of warm colours within my typography with the use of an abstract 'filler' image. In order to achieve a warmer tone I have used the "Hue/Saturation" tool within Photoshop in order to change the Hue of the image and provide it with much warmer tones. The result of this development can be clearly seen by the contrast of the background before and after the hue/saturation correction. By completing this step I have provided the image with much warmer tones that reflect the codes and conventions of Progressive House genre. On the right hand side I have provided a visual contrast between the standard white font, the first attempt at using the abstract image and the final version of the abstract image with corrected hue and saturation. The development of the photograph has caused the typography to be more aesthetically pleasing for the eye especially against a background image. As of such warm tones the text will be easy to spot therefore making my digipak simultaneously informative and attractive, making it meet my expectations. The use of image overlay on text is a very simple yet effective development which meets the representations of Progressive House, especially with the abstract 3D texture and colour that represent the night club settings and fast tempo of the songs.
FRONT COVER : BACKGROUND IMAGE
Considering the fact that Rudimentals "Home" digipak and advert have been one of the main inspirations which I have taken into consideration when generating ideas for my digipak and advert, I have chosen to follow their style of implementing a real life image as the background.
As seen beforehand within my Test Shots post, I have regularly taken photographs within the locations where we have filmed our music video which allowed me for a close connection of my music video to my digipak. As a result of this I have captured photographs in Oxford Street that portrayed a urban location just like in Rudimentals digipak and advert, which can be seen below.
The above image has clearly captured the surrounding due to a correct shutter speed, ISO setting as well as aperture making sure that the image is focused and well lit. By implementing this sort of photography within my work I will be able to visually direct my digipak and advert at my targeted audience due to the image portraying an urban location which is where my target audience mainly lives and socializes by attending gigs/clubs. Originally the image is very basic and as this being my digipak and advert background I would prefer it to portray more of a surreal element to it.
Above I present the two images which I have overlayed on top of my base photograph in order to enhance the surreal element within my photography. I have chosen to overlay an image of the galaxy and clouds as I believe that the effect they give to the photograph, portrays a very mystical surrounding which additionally gives an impression of a 'fairy tale' like atmosphere which contrasts with the dream of the actress that we have portrayed within our music video. By applying these two images on top of my base image. my photograph has gained a deeper saturation of colours as well as a high emphasis on blue tones. The final effect is quite 'magical' due to all of its tones and shadows working together in harmony creating a perfect canvas for the typography to be placed on as it will be clearly seen with its bright colours.
GEOMETRICAL SHAPE : FRONT COVER
Within my research I have come across the digipak by Clean Bandit where they have used a number of geometrical shapes within their front digipak cover. I have been inspired to implement a gemoetrical shape within my own digipak construction therefore I have taken a look at various online tutorials which portrayed the gemoetric style which I was looking for. As a result of this I have come across the tutorial which can be seen below and taken inspiration from it.
Above I portray my attempt at recreating what the person in the tutorial did. I have drawn the symbol with the use of shapes in Photoshop. After successfully drawing the desired shape I have moved onto constructing the image and the composition within the geometrical shape.At first I have positioned the photograph in the desired place and cut around the edges of the shape for the image to only show within the shape. After completing this stage I have decided to follow the same style as the person has in the tutorial and move each part of the triangle in a different direction in order to gain a very surreal effect. The final effect can be seen below.
Within my earlier posts I have decided to experiment with the placement of the actress which I have used for my music video within the front cover of my digipak with the use of the geometrical shape. Once I have constructed the geometrical shape, its inner composition and placed it over the background image I have come to a conclusion that the experiment did not go as planned. The inner composition of the geometrical shape fades away into the background image only leaving brighter areas of the actress to be seen. Due to this, the outline of the shape is unclear causing the page to look unorganised and unprofessional. As a result I will continue with the geometrical shape however with a different inner composition which I portray below.
In the above images I portray the three steps which I have taken to construct a new version of the geometrical shape. At first I have applied the same abstract texture image which I have used for the typography overlay and cut it to the right size of the shape. As a matter of experimentation, in the last screenshot we can see that I have overlayed the image with the same abstract layer however this time I have set the layer style to "overlay" which gave the geometrical shape a 3D effect, similar to the 'cellophane' effect. The final version of the geometrical shape resembles the Progressive House genre as the 'cellophane' effect represents the fast paced club lighting in the format of strobes and lasers as well as the variety of colours which portray the dynamic nature, fast tempo as well as party settings that the audience experiences.
Conclusion:
The above visualising tasks have helped me to gain an insight into what my content for my digipak and advert will look like therefore allowing me to conclude upon the style and overall composition that I will place within my work. On top of this, by visualising such content my audience will be allowed to give valuable feedback on what content they would like to see within my products therefore re-ensuring that I follow the vital codes and conventions for Progressive House genre.
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