Purpose
The following design was created as part of the project for an organization named Piddle Paddle Tours. The purpose of the project is to create a print brochure. The intent of this design artifact is to inform, educate, and to advertise the company’s services to gain new clientele. The target audience is young, adventurous adults ages 29-45 with disposable incomes. This design effectively attracts clients and combines imagery with copy to provide a clear and concise message to the target audience. The overall concept of the design is to expand on the company’s existing brand identity by creating a consistent and cohesive typographical hierarchy, color palette, and grid system layout while using high-res imagery along with copy to entice the viewer into wanting to learn more and book a tour. The target audience of millennials prefer clean layouts that are content heavy with narratives and visuals that tell a story, inspire, and evoke emotions.
Design Rationale
The composition created is a modern layout that incorporates leading lines to take the viewer on a journey. Using largely scaled images attracts the viewer first and communicates the message of adventure, fun, sun, and aquatic activities. For the composition, a modular grid of 8 rows with 3 columns was created for the first page spread. This helped to arrange the disparate elements properly for great visual hierarchy and the columns allowed for division in the design for the inside panel, back panel, and front panel. The design utilizes the same 8×3 grid for the second page spread but it is used as a hierarchical grid system. The spread encompasses all the information about all the services provided. Using this combination of grid systems allows for good imposition for print and to ensure that the design remains consistent throughout the spreads. When creating the layout for the design of the brochure, the spread was created with pagination in mind. On the first page spread the first column is the inside flap, the next column is the back page, and the last column is the front page. On the next page spread the columns represent the inside content pages from left to right. A folding calculator was utilized to adjust the column sizes to allow for the proper folding so that when folded the brochure would lay flat and a guideline was used to mark the fold line. All the copy and images were provided by the client. The client’s specs of size 11” x 17” flat, the bleed of 0.25”, and the gutters are 0.5” were also used. Since this is a print design, the images were scaled to 300 ppi and the color profile set to CMYK. This project shows skills in layout and publication design with grid systems.
