This piece was an SNHU project. I was provided with margins, photos, citations, artwork descriptions, and artist introduction. I was tasked with creating grid structures and designing the cover and pages. Later, I also redesigned the logo to match other projects in the branding and advertising categories.
Artwork Collection Catalog
Rationale
This is an artwork catalog featuring a photographer’s collection for a contemporary museum. The target audience includes young adults and millennials that are typically students or educators. The tone of the piece is crafted around the artwork, which elicits a calm, reflective feeling. The intent of this catalog is to showcase the artwork and support it in being the star of the show, which is why I used a black background, clean layout, and professional, sleek style.
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For the cover, I chose to feature a piece from the collection that used a limited color palette but also situated a human face in the center. The human eye is immediately drawn to faces and their expressions, and the expression in the photo represents the tone of the entire collection. After taking note of the face, the viewer’s eye moves to the next large element which is the title of the collection. The black box behind the title not only helps with readability but also maintains a consistent style with the logo and collection tag in the top right corner. This similarity pulls the viewer to the tag, helping them orient themselves in the collection.
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In designing the artwork feature pages, I approached it with the goal of making the artwork as large as possible. The result was a 3-column grid with 0.5-inch margins for every edge but the top, and 0.25-inch gutters. This allowed the artwork to fill two of the columns but still provided enough space around its edges to not become crowded.
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On these pages, the viewer’s eye is once again first drawn to the faces within the artwork. The vertical lines created by the title, artwork edges, and negative space guide the viewer’s eyes to the description. Then, the horizontal lines guide their eye to the next page where their attention is once again grabbed by the face within the artwork.
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The serif typeface Lucida Bright is used for the title and sub-headers, and the sans-serif typeface Futura is used for the body copy and supporting text. Lucida Bright is a slightly decorative typeface that speaks to the artistic capabilities showcased in the catalog, but it is not so decorative that it takes away from the artwork. Futura paired well with Lucida Bright, and it promotes legibility in the digital format which is how this catalog will mostly be viewed.