Purpose
The following design was created as part of the project for an organization named Metromoheim Museum. The purpose of the project is to create an exhibition showcase magazine. The intent of this design is to showcase one of the artists’ works that will be on display for their newest exhibition to increase their client base and to advertise to their existing clientele. The target audience is Gen X and Millennial professionals ages 29- 60 who are art enthusiasts. The design is needed to showcase the artist’s work to entice clients to visit the exhibition in person and to allow the viewer to see the artwork in great detail and in high-res.
Design Rationale
For the museum catalog the viewer is guided on a visual journey through the museum. Multiple grid system types were created throughout the spread to maintain order, consistency, and cohesion from page to page and to enhance the visual hierarchy for a more pleasing viewer experience. For the cover page a 12×8 modular grid was utilized which created a well-balanced introduction to the design that has repetition with the artwork being scaled to the same size and cohesion with the eyes of each sculpture aligned to a focal point creating leading lines. This is the beginning of the viewer’s visual journey with the artwork depicted as banners hanging on the museum’s exterior, highlighting the new exhibit. For consistency of scale, balance, and rhythm throughout the layout, the flowlines created with the cover page carry over to the Table of Contents and About the Author page. The viewer’s journey continues as they are guided through the museum’s walls that is emulated through the layout in the composition. The one column manuscript grid creates balance with the flowlines on the Table of Contents and creates great contrast and great legibility with the copy and the largely scaled image in the background. Together the layout with the image and text helps to create depth, texture, and balance. The 6×5 modular grid for the artwork pages was created so that the images could be scaled to look as if they were hanging on the museum exhibit walls and drop shadows were placed behind the artwork so that the elements appeared to have more depth. The shapes created with the scales of the artwork continue the effect of the art looking like canvas on a wall. For the Artwork Pages, the rule of thirds was used to place the normal scaled images of the artwork into the modular 5×6 grid. This composition allowed for a great balance with sufficient white space surrounding the image, making the artwork the focal point. This project shows skills in layout and publication design. It shows an understanding of the concepts of reader and printer spreads.
