Client Brief
"Hi Taylor,
Fx forwarded your email so that I could get in touch with you. I would like a new brochure for my salon. I have researched and know exactly what I would like. The Lime & Ginger brochure, images of this are provided, is just how I would like my own brochure, with a few tweaks of course.
Size: 210 x 210 mm The brochures have to be this size as I have already bought the stands for them to sit in around the Salon. They also stack more efficiently on our shelves in the back.
Type: Edwardian Script (For fixing logo)
Colour: Pink and cream (taken from our logo)
Stock: Gloss
Weight: 250 GSM
Pages: 8
Copies: x500
Thank you,
Jordan, Owner of Bella Chic"
Printing Fee and Estimated Design Fee*
When interning at a studio, the printing was sent to a particular company who specialise in mass production of publications which is what this design will be needing. Through this company, trade prices are available as they know me to be a part of the studio still, a design fee will be added on top of this.
£250 (The actual print fee)
20 HRS x £15 = £300 (Estimated* design fee)
£250 (The actual print fee)
20 HRS x £15 = £300 (Estimated* design fee)
Clients Existing Advertising
As far as advertisement goes, Bella Chic have one leaflet design, above. It is rather pixelated whilst some of the type is hard to read because of the colour and layering.The floral image will not be used within the brochure as it does not appear professional.
The lines and shapes within the logo look rather untidy which would make the audience feel as though they do not take pride and time in their appearance. This is the opposite of what the salon would want to connote. For this reason, when adding the logo to the brochure, it will be updated and made more professionally.
Client Brochure Inspiration
Lime & Ginger Brochure - Main inspiration provided by client
Above is a brochure in which the client wanted to base the design from as she was inspired by this particular layout. Some aspects will be altered and adjusted, if possible, as not to 'rip off' someone else's work.
She is very insistent that the above design is used.
Brochure Sketches
Client Scamps
These are the sketches provided by Jordan, the owner of Bella Chic, featured below right. This includes all of the content needed along with the layout which is clarified.
Other Brochure Inspiration
Although the client has specified and insists that the brochures are designed based on the brochure 'Lime & Ginger, supplied it is essential that other inspiration is gathered as to create some variation and inspiration on how to alter the Lim & Ginger design.
- White stock connotes a clean and fresh design transferring these ideas to the salon and staff itself
- Image based - allow the audience to see what they could be getting/doing
- Type overlaying image provides a balanced design of both aspects
- Simple sans serif type is clean and minimal, again pushing the concept of freshness and cleanliness
- Each section is identified with a more bold title for clarity and easy navigation
- Green and white connote calm and serene feelings
- Square concertina fold which appears balanced and 'perfect'
- 6 pages allows the content to be spread out across the booklet
- Very minimal design connotes no fuss or 'hidden content' it is clean and fresh to look at, if not a little too white and blank
- White stock, again connotes simplicity and cleanliness which transfers onto the company and salon itself
- Image and type are both used to create a balance of content. The image is designed with a blank background, just the white stock again connoting cleanliness and serenity
- Sections divided by titles highlighted with red background for ease of navigation
- Sans serif black and green typeface which is clean, fresh and simple whilst the green also relates to nature and health which can be linked to the products and techniques that are used (eco friendly and good for the body, mind and soul)
The white, green and grey connote simplicity, cleanliness and an overall bright and fresh design. The red, in this case, does not work well with the concept of light fresh design. Green or grey would have been a more aesthetically pleasing and appropriate choice.
- Coloured and patterned background provides a bold aesthetic with more depth. The pattern also reflects the ornate, decorative logo creating a theme throughout
- White type to stand out against the bold blue background
- Serif type is used for the logo which stands out against the other type and also provides a more ornate, decorative and classy appearance
- A sans serif typeface is utilised for the body copy to ensure that the information is easy to read
- The imagery is clean, bright and light which reflects and provides an insight into the experience ta potential customer would have, allowing them to visualise themselves in this position
All of these designs use minimal designs and light colours in order to provide connotations of a fresh, calming, pleasant experience which would entice the audience to book their spa days/beauty treatments with them over any other salon or business.
Inspiration from Research
- Bold headings for easy navigation
- Minimal, clean design and light, fresh colours to reflect the business and experience along with connotations and an idea of the atmosphere within the salon
- Imagery which allows the audience to visualise themselves there
Profesional Photography
The images originally provided were not professional enough, not to mention very low quality and so it was arranged for a photographer to go into the Salon. Above shows a combination of supplied photographs from Bella Chic's website as well as the ones provided by the photographer.
When looking at the imagery in more detail, some of the images required further adjustment and editing as to look more professional. The clone tool was utilised to remove marks and imperfections within the images.
Logo Amendments
Original Logo Updated Logo
As you can see the logo has been refined, using a more high quality shape and type. By straightening the lines and creating a more symmetrical image, the logo appears much more professional as well as being of a higher quality allowing it's size to be altered without reducing the quality.
The typeface has also been changed to Edwardian Script as to be continuous with the type which will be used inside the brochure (as specified and decided by the client). It is still a rather decorative serif typeface which is similar to the original one ensuring that the same connotations of beauty and luxury are still present.
Pink: Feminine, light, delicate. It can also connote love and approachability.
Cream: Fresh, quiet, simple, pleasant, calm, elegant, pure and softness.
These colours work harmoniously to create a friendly, light appearance which in turn transfers and reflects these onto the salon and staff members themselves.
The typeface has also been changed to Edwardian Script as to be continuous with the type which will be used inside the brochure (as specified and decided by the client). It is still a rather decorative serif typeface which is similar to the original one ensuring that the same connotations of beauty and luxury are still present.
Colour Analysis
Cream: Fresh, quiet, simple, pleasant, calm, elegant, pure and softness.
These colours work harmoniously to create a friendly, light appearance which in turn transfers and reflects these onto the salon and staff members themselves.
Initial Mock Up
Initial Mock up
The sketches provided by the client along with the inspiration of further research, findings and the original Lime & Ginger brochure were used to create this initial design.
The colours and layout had already been decided by the client and so it was left down to the designer to choose the typefaces and images (which to use and where).
Typeface Choices
- Page Header typeface: Minion Pro, bold, 16pt, cream- Treatments Header Typeface: Minion Pro, bold, 16pt, cream
- Treatment Name Typeface: Minion Pro, bold, 10pt, cream
- Treatment description/body copy: Minion Pro, semibold, 10pt, cream
Minion pro was appropriate to use for the type within the brochure (body copy and titles) simply because of it's clarity and simplicity. It is a serif typeface, which has not been seen within the research images, yet it is appropriate to use as it is not overly flourished and still easy to read.
According to Kole, a professional graphic designer, amongst other professionals, serif typefaces are more appropriate to use within print, such as books, as it is easier to read.
"The serifs make the individual letters more distinctive and easier to recognise quickly" - Kole
This is the most appropriate type 'style' to use because of it's ease and fluency when reading. Minion Pro also has rounded qualities which, along with delicate serifs, link with the aesthetics of Edwardian Script.
The page designs for Bella Chic are divided into cream and pink sections. This which creates variety which is inspired by the Lime & Ginger brochure. This separation also provides a space to place imagery, again as seen within the L&G product.
After looking at the L&G brochure along with Jordan's sketches, this inspired the idea to replace the shapes containing text (circles - as seen on the scamps) with the border shape from the newly refined Bella Chic logo. This creates a continuity and relevance for this particular shape choice rather than using the same shape seen within the Lime & Ginger brochure.
Client Feedback
"Hi Taylor,
Your designs look brilliant, just what I wanted, I just have a few changes for you
- Replace the photo of me with a different one
Your designs look brilliant, just what I wanted, I just have a few changes for you
- Replace the photo of me with a different one
- Replace the last image (bottom right last page) with Jansen Wall art
- When I got a mock printed, the cream is hard to see/read. Can you replace all cream type with a silver one?
Other than that, it looks great.
Thank you
Jordan
Owner of Bella Chic"
- When I got a mock printed, the cream is hard to see/read. Can you replace all cream type with a silver one?
Other than that, it looks great.
Thank you
Jordan
Owner of Bella Chic"
Reply to Client
It was essential to notify the client that it is not possible to print in silver unless foiling was used which will be much more expensive to print and so the type will be a light grey. She replied to say that grey was fine to use as they are on a budget.Amended & Final Design
Above is the final amended brochure featuring the changed the parts of the design as requested by the client.
- Replaced the image of Jordan with one of a staff member doing a clients nails.
- Replaced the image of Jordan with one of a staff member doing a clients nails.
- Replaced the last image with Jansen Wall art as the salon uses a lot of their products which are high end. This is important to show as to show the customers that they are a professional up market salon
- Replace the cream type with a grey so that it is easier to read over the pale pink background
Size: 210 x 210 mm
Stock: Gloss paper
Weight: 300 GSM
Pages: 8 (2 double sided, double/facing pages)
Copies: x500
Total Cost: £250
(This is before adding on FX's and the design fee)
Final Physical Brochure
Above are the final printed brochures. The look professional, clean, classy and of a very good quality.
Pages: 8 (2 double sided, double/facing pages)
Copies: x500Total Cost: £250
Final Physical Brochure
Actual Fee
20 Hours x £15 per hour = £300
+ £250 (printing cost) = £550
+ £200 (FX Cost)
Total Cost = £750
- Largely image based
- Serif type (which is better to use for print)
- Phone number and offers are large so that they are noticed first using the theory of hierarchy
- Square in shape
- Largely image based
Both of these designs are largely image based and use colour (colour opacities) to create a more suitable background for the type to sit above. This ensures that the information can be easily read and understood by the audience.
The discount's are larger than the other type and are presented on a bold shape in order to be more prominent within the design hopefully to entice new customers to visit.
These design aspects will be used as influence when transferring the design of the brochure onto a flyer/leaflet similarly to the ones above.
Bella Chic Website Design
The following site; https://onepagelove.com/sturlly was used as inspiration when creating one for Bella Chic.
A one page website was chosen as they are very easy to design and use whilst also being 'on trend'. This is important as the salon needs to be up to date with trends and fashion, in this case it is with design rather than hair and beauty. The website reflects how the company is current and up to date .
Scrolling Video of Website Design
- The style is sophisticated and clean
- The typeface (Arcon, Regular) was chosen as, referring to earlier research about the most appropriate type to use on web/print, sans serif was the best to use because Sans serif type faces are "...better at small sizes because the fonts survive reproduction and smearing because of their simple forms".
- Arcon is a tall, slender, classy typeface which reflects the salon itself.
- The colour of the type is white rather than grey (unlike the brochure and leaflet) as it is much more visible when positioned above the imagery and grey opacities. It continues to create a clean and clear design and overall aesthetic.
- The website was designed as a one page website to reflect the ease when reading the actual brochure. Not to mention the 'trend' of one page websites, which is appropriate as a salon and their beauticians are there to ensure that it's customers stay up to date with trends and styles.
- In the 21st century, the audience now are so impatient. Having a one page website which simply jumps from top to bottom to reveal a new page works much faster than having to navigate to other pages completely. This will provide a much more pleasant, enjoyable and fluid experience (UX).
- The design of the site is also clean, classy and relatively minimal, reflecting the brochure. Alongside this, having a design that is aesthetically pleasing, again reflects the purpose of going to a salon, to look good.
http://www.dtelepathy.com/blog/design/8-reasons-why-pageless-design-is-the-future-of-the-web
- Although, there will not be a 'bookings' or 'appointments' page simply because there are not enough staff to man the online and telephone bookings. This is something to consider in the future when the salon expands.
The coloured overlays which are arranged above the background imagery are simply there so that the pale coloured type appears more visible.
It would also be appropriate to design a responsive website so that it is accessible on a mobile phone, tablet etc. This would be something to consider if the client wanted the website to actually be created.
Homepage
- Left and right arrow flip through a short slideshow featuring the imagery of the salon allowing the customer to become more familiar and comfortable/ aware of the salon surroundings
- The navigation bar at the top will hover so that the user can jump from page to page easily and quickly
- The downwards arrow will scroll down to the next page
- There is a magnifying glass at the top right of the page which will allow the user to search for products or keywords
- The Bella Chic logo, top left, will act as the 'Home' navigation button and jump the website back up to the top page
About
- The imagery and type will both act as links to the according page
- Just as with every page, the navigation bar will hover for easy navigation
Nails, Hair, Lash & Brow Treatments, Skin Care Treatments
- These 5 pages consist simply of imagery which is layered with type, just as within the brochure. There is no need to have any links to anything outside of the website or other information.
- The navigation will still be a hovering bar as to provide a clear and easy way to jump from 'page to page'.
Opening Hours & Contact
- The image of the map is the same one used on the brochure design. This one, as it is a website, will link to Google, revealing more of the map which also allows the user to insert their home address to gain directions. Unlike the Lime & Ginger 'contact' page, an email address is not present simply because, as mentioned, there are not enough staff to manage the email bookings and queries at this time and so is only appropriate to have a telephone number there.
Appointment Cards
The company has recently bought a large quantity of them and are not in need at this moment in time and are quite happy with their current design.
Considerations For The Future
- Online product sales: Have the products used in the salon on the website so that clients can order them online. This would also mean that the website would have to have a cart and links to the banks for online transactions
- Online bookings: have an area of the website in which a client can book apt's on the website
- 'Deal Emails' and updates: the product page would also be linked to customers emails as to receive vouchers and offers for the salon. This saves paper and so is more environmentally friendly as well as being faster and cheaper to do
- Vouchers to buy and give to to friends and family members as a gift. This will give other people an experience at the salon who may otherwise never have come to the salon. New clients could be gained from this and thus more sales and profit.
+ £200 (FX Cost)
Total Cost = £750
Further Suggested Work
As the client runs a business, it is essential that other promotional material is available to her.
Below are some further designs and mock ups of other possible products.
Paper Bags
Using these bags to hold any products bought at the salon acts as a form of free advertising as other people would see this customer carrying the branded bag and hopefully be interested enough to search for the Salon name for themselves.
Paper bags are recyclable and so do little damage to the environment- also there would be no 5p charge!
Bags that are nicely designed and durable are re-used and so, hopefully, the customer would maybe use it to carry dinner to work or in a store, meaning more advertisement. If Bella Chic manage to expand and become a name, people would happily shop there just for the merchandise, as has happened with many other shops over the years. Take JD's draw string sports bags for instance.
Basic Leaflet Research
- Largely image based
- Serif type (which is better to use for print)
- Phone number and offers are large so that they are noticed first using the theory of hierarchy
- Square in shape
- Sans serif typefaces
- Large tagline and offer of 20% off to grab attention
- Green and white fresh, cerene and bold to grab attention whilst also appearing clean and minimal
- White, green ad black type to create variation as well as a hierarchy with the colour in addition to the sizes
Both of these designs are largely image based and use colour (colour opacities) to create a more suitable background for the type to sit above. This ensures that the information can be easily read and understood by the audience.
The discount's are larger than the other type and are presented on a bold shape in order to be more prominent within the design hopefully to entice new customers to visit.
These design aspects will be used as influence when transferring the design of the brochure onto a flyer/leaflet similarly to the ones above.
Leaflet Design
Bella Chic Discount Leaflet Design
The purpose of these is to entice people to become new customers, who otherwise would not have visited the salon. This in turn, after their pleasant, professional and relaxing visit would become regular customers increasing the profit of the business. These were designed by transferring the information and imagery from the brochure. The typefaces, images and colours etc, are all the same as in the final brochure as to ensure aesthetic continuity providing professional material.
Above are mocked up leaflets which would notify potential/customers of deals etc. The design, information and layout was taken from the brochure itself. In addition to this, the shape
Using leaflets is an effective way to get your business out there but there are limitations and downfalls too. They are seen to be a disposable product and so paper waste is a big problem, not to mention the cost of printing and distributing. On the topic of distribution, these would only be handed/posted out to houses and businesses in the area where as a website can be viewed globally! This is why it was essential to push for the client to have a website created.
Website & Research
The website design continues on from the brochure using the same type, imagery, colour scheme. Similarly to the brochure, the site is very image based, easy to digest. Having the navigation at the top of the page makes it clear and prominent.
Using 3 Colour sans serif type is a continuation of the design used within the physical brochure, whilst using green, white and black creates variation which is needed online as it is a more interactive and extended piece of design. The simple 5 page website presents all of the information from within the brochure including some extra data such as more details when it comes to contacting the salon (such as email since it is a web based design).
The website uses a more rectangular design which varies from the very even and squared brochure. This shows reveals the versatile nature and responsiveness of the design when transferred from print to web.
Having a professional online presence is essential in this very technology based era. The audience expect to be able to access information about the business when out and about. This is a way to entice new customers through self promotion on social media too, (instagram, Facebook, Twitter etc), which is mostly free. These potential, paying customers can then look online at the treatments available without having to take a trip to the Salon to pick up a physical brochure.
This means that people from all over can view the business, not just people close by. It is named the 'world wide web' for a reason!
Looking at another salon's website, it can be identified that this site also is largely image based to reflect and show the kind of styles and trends the professional salon can provide.
The simple design along with the muted colours creates a very minimal site, reflecting how well the salon is with keeping up to date with current 'trends'. This is again visualised within the use of the simple, light, fresh colour scheme consisting of grey/silver/gradient, black, white and blue. In addition, the tall, slender, classy sans serif typeface again reflects the personality of the salon.
Placing the navigation bar at the top of the page again, means that it can be easily seen and utilised. Using a wide, rectangular design which fits across the page (full screen), allowing the audience to view everything on the page with ease.
From these two analyses, it can be concluded that in order to transfer a design print to web in a successful way, some design aspects have to be altered in order for it to be responsive. On the other hand, it is essential to keep some of the aesthetics the same. This creates continuity and relevance to both pieces.
Bella Chic Website Design
Website
It is crucial for businesses to be online as, in the 21st century, it is used by almost everyone. It is a more professional and official way to advertise, rather than relying solely social media, as Bella Chic do at this moment in time. Furthermore, if a customer does see the branding and searches online, a well designed official website.The following site; https://onepagelove.com/sturlly was used as inspiration when creating one for Bella Chic.
A one page website was chosen as they are very easy to design and use whilst also being 'on trend'. This is important as the salon needs to be up to date with trends and fashion, in this case it is with design rather than hair and beauty. The website reflects how the company is current and up to date .
Scrolling Video of Website Design
One Page Website Design
- The style is sophisticated and clean
- The typeface (Arcon, Regular) was chosen as, referring to earlier research about the most appropriate type to use on web/print, sans serif was the best to use because Sans serif type faces are "...better at small sizes because the fonts survive reproduction and smearing because of their simple forms".
- Arcon is a tall, slender, classy typeface which reflects the salon itself.
- The colour of the type is white rather than grey (unlike the brochure and leaflet) as it is much more visible when positioned above the imagery and grey opacities. It continues to create a clean and clear design and overall aesthetic.
- The website was designed as a one page website to reflect the ease when reading the actual brochure. Not to mention the 'trend' of one page websites, which is appropriate as a salon and their beauticians are there to ensure that it's customers stay up to date with trends and styles.
- In the 21st century, the audience now are so impatient. Having a one page website which simply jumps from top to bottom to reveal a new page works much faster than having to navigate to other pages completely. This will provide a much more pleasant, enjoyable and fluid experience (UX).
- The design of the site is also clean, classy and relatively minimal, reflecting the brochure. Alongside this, having a design that is aesthetically pleasing, again reflects the purpose of going to a salon, to look good.
http://www.dtelepathy.com/blog/design/8-reasons-why-pageless-design-is-the-future-of-the-web
- Although, there will not be a 'bookings' or 'appointments' page simply because there are not enough staff to man the online and telephone bookings. This is something to consider in the future when the salon expands.
Website Page Analysis
As to create continuity throughout their design and branding, the website features the same information, colours and imagery which was provided at the beginning of this brief and are identified mostly within the brochure.The coloured overlays which are arranged above the background imagery are simply there so that the pale coloured type appears more visible.
It would also be appropriate to design a responsive website so that it is accessible on a mobile phone, tablet etc. This would be something to consider if the client wanted the website to actually be created.
Homepage
- Left and right arrow flip through a short slideshow featuring the imagery of the salon allowing the customer to become more familiar and comfortable/ aware of the salon surroundings
- The navigation bar at the top will hover so that the user can jump from page to page easily and quickly
- The downwards arrow will scroll down to the next page
- There is a magnifying glass at the top right of the page which will allow the user to search for products or keywords
- The Bella Chic logo, top left, will act as the 'Home' navigation button and jump the website back up to the top page
About
- The imagery and type will both act as links to the according page
- Just as with every page, the navigation bar will hover for easy navigation
Nails, Hair, Lash & Brow Treatments, Skin Care Treatments
- These 5 pages consist simply of imagery which is layered with type, just as within the brochure. There is no need to have any links to anything outside of the website or other information.
- The navigation will still be a hovering bar as to provide a clear and easy way to jump from 'page to page'.
Opening Hours & Contact
- The image of the map is the same one used on the brochure design. This one, as it is a website, will link to Google, revealing more of the map which also allows the user to insert their home address to gain directions. Unlike the Lime & Ginger 'contact' page, an email address is not present simply because, as mentioned, there are not enough staff to manage the email bookings and queries at this time and so is only appropriate to have a telephone number there.
Appointment Cards
The company has recently bought a large quantity of them and are not in need at this moment in time and are quite happy with their current design.
Considerations For The Future
- Online product sales: Have the products used in the salon on the website so that clients can order them online. This would also mean that the website would have to have a cart and links to the banks for online transactions
- Online bookings: have an area of the website in which a client can book apt's on the website
- 'Deal Emails' and updates: the product page would also be linked to customers emails as to receive vouchers and offers for the salon. This saves paper and so is more environmentally friendly as well as being faster and cheaper to do
- Vouchers to buy and give to to friends and family members as a gift. This will give other people an experience at the salon who may otherwise never have come to the salon. New clients could be gained from this and thus more sales and profit.
Evaluation
All in all, this has been a rather easy and fluid project. The client was very clear on what it is that was required. By providing imagery and scamps it was simple to digitally render the clients design, yet the Jordan was still willing to take design advice which created a rather easy partnership.
To provide a more aesthetically pleasing product, the logo was refined so that it was much more symmetrical and professional. It was then simply to create continuity throughout the brochure as the shape was then utilised to how information within.
The typeface from the 'type logo' was used as influence when choosing an appropriate serif body copy. Using a serif typeface means that the information is more easily readable, as shown in previous research.
To provide a more aesthetically pleasing product, the logo was refined so that it was much more symmetrical and professional. It was then simply to create continuity throughout the brochure as the shape was then utilised to how information within.
The typeface from the 'type logo' was used as influence when choosing an appropriate serif body copy. Using a serif typeface means that the information is more easily readable, as shown in previous research.
The client provided the sizes, stock and colours to use within the designs. The size and stock were chosen because of other brochures that Jordan has compared. As for the colour, they are simply the ones used within the logo and throughout the salon itself. It was a case of using these specific colours within the whole project as to create a professional aesthetic as well as appearing continuous throughout.
The layout of the brochure was inspired by the provided print, Lime & Ginger, as well as the scamps drawn up by Jordan, the owner of the salon. Other aspects of the design were also influenced by further brochure research which allows to deviation to provide a varied design to the Lime & Ginger one as it is not professional to simply duplicate another designers work.
The website was then influenced greatly by the design of the brochure. Some of the pages were translated into a digital, web format. This is something which would show the client a wide range of skills. A final decision still has not been made as to whether she would like this to be actually created. If so, this would provide a chance at learning coding and web design in a more professional manner. In fact, from the work experience there, a designer at Marvellous offered up a copy of their web design software.
The website was then influenced greatly by the design of the brochure. Some of the pages were translated into a digital, web format. This is something which would show the client a wide range of skills. A final decision still has not been made as to whether she would like this to be actually created. If so, this would provide a chance at learning coding and web design in a more professional manner. In fact, from the work experience there, a designer at Marvellous offered up a copy of their web design software.
In reference to other supporting design work, these are all more than appropriate as they work to advertise the Salon and what it has to offer customers, regular and potential. The client did not ask for this work to be done, yet it is very relevant and so the work was designed and presented the work to her. She will be ordering some flyer prints in the coming months of which will be arranged with the printer contact, again.
Overall, this has been a very rewarding and enjoyable experience. It would be a pleasure to continue to work with this client. She knew exactly what it was that she wanted and yet was not opposed to some art direction. This is not a design which would be included within my own design portfolio as it is not seen to be professional enough in my eyes. If I had the time to, I would re-design the brochure. Below are images of how it could look (preferred).
These classy, elegant, simple and more neutral/basic colours and designs are much more professional and aesthetically pleasing.
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