Print Design

Project Type:

6 X 4 in Prints

Tools:
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Adobe InDesign, Adobe Photoshop, Adobe Illustrator, Adobe Lightroom

My Role:
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I developed print design concepts that reflect the marketing strategy and brand vision. I managed the entire process, from initial concept creation to refining designs through feedback, ensuring the final materials are polished, print-ready, and effectively convey the intended message while meeting the project’s goals.
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Description:

Developed promotional sales cards as part of a targeted marketing campaign to drive engagement and increase sales. Focused on creating visually appealing designs that aligned with the brand’s identity and messaging.

Problem Framing

Problem

The problem centers around a lack of effective promotion, resulting in low visibility and engagement for key products or services. Without eye-catching and clear promotional materials, potential customers may not be aware of the current offers, which impacts sales and overall brand awareness.

How might we design promotional sales cards that effectively capture the attention of the target audience, clearly communicate the promotional offers, and align with the brand’s visual identity to drive engagement and sales?

Persona

‍Guiding Questions:
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‍What are the goals of this promotion card?
Promote a Botanik products and increase sales.

What are some of the characteristics of the target audience?
Care for the environment and prefer a healthy lifestyle.

How do I plan to target this specific audience?
Make sure promotions are visible, engaging, and aligned with the brand's identity to drive interest and action from the target audience.

UX Research

Design research
‍Brand: Flowerhead
- Flowerhead did a great job of using bright inviting colors to bring the attention of the audience.
- Portrays the brand image very well with the use of antique designs, making it very unique.

- Could work on the text to promote the product further and give more information. ‍‍

Design research
Brand: Rishi Tea
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- This utilizes their color palette to match the taste of the tea. It gives a hint to the audience that this tea will have a deep and semi bitter taste .
- The use of clipping mask is very effective, since it gives a sense of the authentic Japanese culture while giving a glimpse of how the tea looks like in the plant form.
- The use of information architecture is very clear, and gives a the audience a clear area of focus on the tea name. Giving less emphasis on the brand logo and subtext makes the image and title stand out.

Design research
‍Brand: Aiya Matcha
- Incorporates real people into the illustrations giving more life to the the cards.
- Effective use of interesting layouts by mixing both images and text.

- Lacks graphic design component and focuses more on the image. Is not unique to the brand identity. ‍‍

Visual Design
‍Main Elements
‍The targeted audience were women in their 20-30s, I implemented a soft color palette and aesthetically pleasing illustrations to make the website more welcoming. I chose to use the same font used in the official website (Futura, Sunmora) for branding puropses. I also decided to implement a hero image at the top to capture the attention of the audience.
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User interface
‍Main Elements
‍I implemented the Don Norman design principles into this website design. For example, in terms of visibility, I made the clickable buttons very prominent and obvious so that the functions are visible and makes it easy to use.

Product Photography
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‍Adobe Lightroom
‍I use Adobe Lightroom to enhance product photography by first adjusting the exposure, contrast, and white balance to ensure accurate colors and a well-lit, balanced image. I then refine the details using the clarity, sharpness, and noise reduction tools to ensure the product appears crisp and clear. I also use the cropping and lens correction tools to straighten images and remove any distortions. With Lightroom’s batch processing features, I can efficiently edit multiple product images, ensuring consistency in style while maintaining high quality across the set.

To ensure all product photos are of the same high quality, I compare them to the Hibiscus Blend photoshoot, which serves as my reference standard. I use Adobe Lightroom to match the exposure, color temperature, and contrast settings to those in the Hibiscus Blend images, ensuring a consistent look across all photos.
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Ideation

Ideas
‍- Created a gradient from the packaging colors to mirror the taste of the tea. Gives the audience some context behind the flavor.
- Used the brand shapes to have cohesive branding with the package, website, and promotion cards.
- Bolded important text to have a strong information architecture in the designs.

Process
‍1. I created smaller 1080 X 1080px (standard instagram frame size) graphic illustrations to test out different layouts.
2. Had a meeting with my supervisor to undergo a process of A/B testings and see which designs were most effective.
3. The designs that were not chosen were not chosen were put onto later social media scheduling platform to post on our social media feed.

Prototype

Initial prototype
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‍‍Areas for improvement:
- The layout seemed more effective in the 1080 by 1080 layout.
- The use of negative space could be thought out more.

Effective design choices:
- Use of gradients to match the taste of the tea.
- Clear brand image with the soft edged shapes and same font type.

Working prototype

Effective Design Choices:
- Clear brand image with the soft edged shapes and same font type.
- Use of different color texts to have a more clear information architecture.
- More descriptive text to match the images provided.

Accessibility Design

Dom Norman Principle of Design
‍“Do not think that thoughtful design is just for the elderly, or the sick, or the disabled. In the field of design, this is called ‘inclusive design’ for a reason. It helps everyone.”

- Use the color "333" instead of pure black to lower contrast allowing people with visual disabilities to have an easier read on the text.

- Futura is often considered easier to read for individuals with visual disabilities due to its clean and modern design. Its sans-serif structure eliminates decorative elements, which can be distracting or hard to discern for some readers. The geometric shapes of Futura’s letters provide consistent proportions and clear distinctions between characters, reducing confusion for individuals with conditions like dyslexia or low vision.

- Using the same font size for subtitles and body text can make reading easier for individuals with visual disabilities by reducing visual complexity and eliminating the need for the eyes to adjust to varying text sizes. This consistency helps create a smoother reading experience, especially for those with conditions like low vision or visual processing challenges.

Final Design

Digital Version
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Prepared to fit specific screen sizes or resolutions without extending beyond the intended display area. Optimized for screens using the RGB (Red, Green, Blue) color model, which is ideal for vibrant colors and backlit displays. This contrasts with the CMYK mode used for printing. Also, a lower DPI (130) optimized for screens.
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Ready to Print

Ready-to-print designs include extra bleed to ensure that the final printed piece has no unintended white edges after trimming. Bleed is the area of the design that extends beyond the intended cut line, typically by 1/8 inch (3mm). This extra space accounts for slight shifts or inconsistencies in the cutting process during production.
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