Thank you for your help with this! I appreciate it xoxox
Thank you for your help with this! I appreciate it xoxox
Many business identities have logos which use a simple palette of black and white to great effect (think Chanel). However as humans we are visual creatures, the eye is naturally drawn to certain things and colour is chief amongst these. By understanding a bit about the psychology of colour, we can use that knowledge to assist in the decisions we make for a logo design which will be the most eye–catching, easily recognisable and memorable face of our business.
Colour is a crucial element in a brand identity. Understanding the importance and influence of colour is key in helping you make an informed and objective choices for your business identity and the impact that you wish it to make.
“Colour increases brand recognition by up to 80%”
(University of Loyola)
On it’s own, a colour conveys very little meaning, but placed in context with a certain culture, era, gender, or event, the feelings and emotions a colour conveys can alter greatly, and sometimes, to a powerful degree. This is why it is important to identify who it is you are speaking to (target market) what they most respond to, and what it is that you want to say (brand perception).
Colour plays a major role in our visual perception (as does shape) and therefore, a fundamental grasp of colour perception in graphic design is critical in order to create a palette for your business identity that evokes the right audience reaction.
The following infographic shows the most commonly used colours used in some of the most well–known corporate identities of our time, and the associations commonly made with them. However, brand perception is all about the particular situation unique to your situation, so it may vary depending on your industry, service, positioning, tone of voice or customer base.
Start paying attention to the logos you see everyday and take note of the impressions that they create in your own mind. When you are driving down a busy main road in a shopping district and your eye is drawn to one particular sign or another, instead of passing idly by, give it some thought. Why did that logo particular catch your eye amidst all that surrounded it? Is it bright? Is your eye drawn to a particular colour? Is it ugly? Does it have any imagery or is it just text? Is the imagery complicated or simple, beautiful or bold? Does the lettering look smooth and elegant or simple and powerful?
Next time you are making a buying decisions and are researching your different options, (should I get my business insurance with a, b or c?) Pay attention to your initial impressions when you first visit their website or see their logo. To you as a consumer, does it appeal to you and why/why not? In the first 2 seconds, do you feel reassured that they are an established, trustworthy and professional organisation, a cold uncaring, un–relatable global corporation? Or that of an amateur, unreliable and disorganised start up venture yet to get off the ground?
Relate your own experiences to the way you see your own business, as you would like it to be. And reverse engineer from there.
And when in doubt, refer to your friendly neighbourhood graphic designer.
We live for this stuff.
Colour infographic from:
The other day I had to pinch myself because I suddenly realised I was getting paid to be at one of the world’s most beautiful vistas, doing what I loved to do.
It was a huge change and a massive decision for me to suddenly be a full time uni student in my 30’s, and an even bigger one to sell, donate or throw most of my possessions, leave everybody and move to Sydney so that I could give myself the best opportunity to carve out a successful career as a creative.
It’s been challenging, often lonely and extremely humbling. I’ve spent more time on my own than ever before, but in that time I’ve learned to appreciate and pay attention to myself in a way I never have before.
Now 7 month later and I think I’m starting to get into the rhythm here (Amen) my business is picking up, I’m living in a great place with awesome people, just a stones throw from one of the world’s best beaches.
I am more confident with asking to be paid more, and for the first time the other day I even turned down a freelance job because it wasn’t paying enough for me to put the others I have going on hold. It felt good! The best part is the feedback that I have received for my last three photography and graphic design jobs, which was so unbelievably positive & encouraging, that alone was more rewarding, and worth way more to me than what I was paid.
I sacrificed my entire life in Adelaide to move here and start all over from the very, very bottom. (Living on a 2m x 2m curtained off shelf up a massive 16–rung ladder, just below the rafters of an old music studio in Alexandria for $125 p.w.) I gave up my entire house, family, friends… It was a huge thing and I’ve been working my butt off since, but now I am starting to see it pay off.
And it all very nearly didn’t happen. There have been many obstacles to overcome but the biggest one was the very first one, the initial decision to go back to uni, be broke for several years in my 30’s so that I could gain a degree & the skills to create a career in graphic design. I’d never known what I wanted to be when (if) I grew (grow) up, even though it was staring me in the face my entire life.
All my life I’d always heard nothing other than you can’t make a living in the creative fields or any competitive industry. To make a living you have to WORK. And by work I mean you have to be miserable, grumpy and exhausted at the end of the day. It needs to be something where you can’t wait to leave, and dread going back to. That’s the only way you’ll get by, that’s life, that’s financial security.
It’s such a sham.
How can you get rich doing something that you don’t care enough about to excel at? That you don’t enjoy enough to put in the extra hours so that you can get the extra dollars?
I’m just starting to see my dreams come to fruition and start seeing the rewards from all of the sacrifices I’ve made to change my entire life and take control of my future, and I can’t express the feeling of gratitude and joy I have at the knowledge that I will actually be one of those luckiest people who get to make a living doing what they love.
I’m a creative and always have been. I love art, I love language, I love people and solving problems. I love innovating, producing new things, making something from nothing or taking something and turning into something different.
I was always told my entire life that you couldn’t make money that way, or that it was too competitive an industry, too much work to get into. But people want to invest in passion, if you believe it, they’ll believe it, and if you love it you’ll be willing to put in the extra work to be successful because it never FEELS like work.
It took me 30 years to learn the two greatest lessons that have changed everything for me, and they’re two things I wish I could rip off the blindfold and make everybody see who hasn’t yet:
Hard decisions = a good life
Easy decisions = a hard life
Passion makes you invincible.
21 May 2017 – On an impromptu roadtrip to Canberra, we stopped on the way at the beautiful Woolongong and cheekily made our way down to the off–limits–due–to–storm–damaged–cliffs for some exploring/yoga/photography.
As the tide came up the waves started to crash against the rocks, creating some amazing opportunities for photos. My lovely housemate Sjusanna wanted some shots of her meditating on the cliff with the sea spray behind her, and we got some rippers.
Then this happened, and I have not been able to look at the shots yet without almost peeing my pants in laughter.
Not so zen now, hey Sjuzie Q?! Hahahaaaohhahahahahaaa ….uh oh
“….Narrative surrounds us in momentary experiences as well as within a sequence of events. The challenge of this assessment task is to capture narrative moments within single photographs as well as (on a broader level) the series that the photographs make up. You are encouraged to explore the idea that in the realm of photography, the whole is the sum of its parts and the parts can stand alone: both aspects contain narrative…
…Choose your own phrase. It must be a phrase, not a complete sentence, past, present or future tense. This phrase will be the theme which drives your photography for this second assessment.”
The light after dark is a photographic narrative that follows a soul who is discovering the benefits of nurturing ones own light in the face of darkness. From a tiny flame that flickers and struggles to exist, to a blazing fire which lights up the landscape, and all of the steps of self discovery in between; her light is a subjective concept, one that is within the realm of the beholder to translate in a way that is easiest to relate to.
The story behind my choosing of this phrase originally was that after shooting water in a very high shutter speed for my first assessment, I wanted to experiment with something that was the complete flip side. Under pressure to choose a phrase by the deadline, and with the knowledge that I had the option of changing it later on, I chose ‘the light in the dark’ with the vague idea that I might do something to do with long exposures.
The idea went through a few twists and turns since then, and I got a semi complete series of the knife makers at Eveleigh works, but was unable to finish the series in time in a way that made sense. Besides, I had already had another idea, one that carried a lot more meaning and significance to my my own recent life experience.
After talking with my lovely new housemate Sjuzannah about the irony that in a city as teeming with people as Sydney, how you can feel so completely isolated when you are new, and people and places are all unfamiliar.
I shared with her my experience of overcoming this, in which I changed my own perception and attitude, from one of self–pity, to acceptance and gratitude, wherein I embraced my own feelings of vulnerability and insecurity.
I decided to reach out where I could, and spend the time I normally would spend on social pursuits on myself instead. I chose to pay attention to my inner feelings and take time to meditate and reflect in a way that was compassionate to myself.
This has been an important lesson for me, and Sjusannah could also relate to the experience. She agreed to be my model, and together we developed the concept to suit the original phrase, as I was too doggedly stubborn to cop out and change my theme again like in the first assessment.
To get the shots we spent an adventurous weekend which involved getting lost dozens of times and accidentally going over the Harbour bridge twice; hiking through the undergrowth to get our sunset shots at the last possible second, several cheeky & illegal parking spots on inner city sidewalks, setting steel wool alight at Carriageworks and both getting drenched in the fountains in front of a Saturday night crowd… And incredibly, no parking tickets, police, or security attention whatsoever!
So ‘The Light After Dark” as I see it, is a series which illustrates a personal journey. It is my hope to show how for a couple of girls who felt alone, found the rewards of nurturing your own light, being your own support network, confidante and partner. How spending time listening to your inner self and paying care and attention to your thoughts and emotions, facing challenges head on with courage and calm, and overcoming obstacles with positivity and self compassion, is the best thing that one can do to nourish ones own flame so that it can burn bright from within, – authentic, unquenchable and unique.
For lesson 11 we learned about output and printing, and focused mainly on RAW image conversion and editing in Camera RAW.
I had learned to use Camera RAW just by trial and error, and usually would only use the sliders to edit my images, and never switch tools in the top toolbar. Lachlan’s demonstration has demistified these tools and I followed along eagerly, amazed at the results I got before even opening the image in Photoshop.
The first thing that we were shown was the spot healing brush. As the name suggests, this tool is mainly used in beauty retouching of portrait images.
I opened up another photo of the lovely Teya, and proceeded to effectively edit all of the character out of her image. Not something I would normally go so far with, and being an authentic kind of soul, probably not something she would entirely approve of herself, but for the sake of demonstration, here is what resulted:
The spot healing brush in Camera RAW is here on the toolbar:
By selecting this brush, resizing it by using the square bracket keys [+] so that it is just a little bit larger than the spot or blemish you want to edit out, adjusting feather etc and clicking, the software automatically samples an area of surrounding skin. If you do not like the effect, undo and try again.
As well as spot healing, we discovered a host of other capabilities I was previously unaware that Camera RAW had:
An excellent article on finding neutral grey, or how to colour correct an image that does not have any neutral grey can be found here
Another handy technique for finding neutral grey in your image in Photoshop can be found in this article here
My phrase was chosen as: ‘The light in the dark’
I chose this phrase because honestly, I had no idea again what to plan ahead for, as I am always more inspired by what I photograph as I go along, as opposed to what I have planned ahead for.
Nonetheless, this is what I chose with the thought that for assement 1, I photographed something that I am fascinated with, – the moment frozen in time of water splashing, a moment that could never be seen with the naked eye. With this is mind, I thought I would for assessment 2, photograph something else that would not normally be seen with naked eye, and that is photographs under the cover of darkness. – How things look as they are captured in the dark over a long exposure, or when a light source suddenly pierces the darkness in some way, be it fire, a lightning flash or what have you.
I also like the idea of doing some tricky portrait shots, and have the stirrings of an idea based on isolation where a girl is going around carrying a frame that could also be an iphone and finds herself isolated even amidst the crowded city. This could be recreated in photoshop or done with props, the idea was inspired by this shot:
I am still unsure as to where I am going to take this assessment, and may still completely change my mind, but so far I have been shooting for this assessment at Eveleigh works. I have been able to take some great shots of light after dark as it is at a steel works, but I am not sure exactly what the narrative will be yet, as I will hopefully be allowed to visit again soon to capture the rest of the story..
I am thinking that I would like to try and get a view of Eveleigh from above, as it is in the cityscape after dark, perhaps zooming in periodically on a view of the place until we entered the place to see what goes on in there on a daily basis.
I still have to return and get some shots of the final steps in the knifemaking process, and would like to get a long exposure of the premises and the train station behind it at night.
I have my doubts about the narrative options of using Eveleigh as my subject, as much as I love the photos so far, I also have the option of using my lovely housemate as a subject and have a vague idea about using some hand held light sources such as sparklers and her in the city and have experimented a little bit with this already: