Below are my four mood boards for the Design Group UK brief, for which my theme is woodland.
My theme for the brief is woodland, which is quite a broad theme, but this means that I will be able to experiment with lots of imagery and choose my best work. The background photo is one that I took myself on my visit to Fforest Fawr (so are the mushrooms!). I’ve included quite a few animals because I think they will be my focus for my designs, with foliage etc as additional background imagery. I’ve also included a few watercolour images as I’m hoping to go down that route with my work, so you can see where I’m aiming to be by the end of the brief. I’m pleased with this board as I think it explains my theme and intentions quite well.
For my colours, I have chosen to go with autumnal hues. I chose images that I felt represented my colour choices and tried to take the colours from the images. I added grey to the majority of the colours to give them more depth and sophistication, as they were quite bright and child like to begin with – not my target market! The colours that have longer chips are my most important colours, and it’s visually pleasing to be able to see them. I also included some of my own photos in this board (the mushroom and stump).
My customer, the ultimate receiver of the cards I’ll be designing, is a 35-60 year old woman who lives in a rural area, enjoys gardening and going on country walks with her dog. She also often enjoys meeting up with friends for coffee or cocktails. She holidays to The Maldives, and country retreats in the UK, where she reads crime novels. She cares about the appearance of her house inside and out, keeps a few chickens and regularly buys interiors and gardening magazines.
Cath Kidston – a designer who’s target market is the same as mine, and is very popular across that group. The colours are very sophisticated but simple, and the imagery detailed, but not realistic. The designs have a vintage feel to them, and I think that is to do with the colours, because they are pale. Also because the designs themselves have details that are older – for example the baskets on the hot air balloons are not what you’d see nowadays.
Carol Robinson – an independent artist who creates mostly watercolour designs for cards as well as art pieces and prints. I really like this particular style of using watercolours, with a wash of colour in a rough shape with a line drawing on top – this is the kind of thing I imagined when I first decided I wanted to use watercolours. I think it’s quite striking because it is so simple.
John Lewis – they have a very varied range but I wanted to include a high street shop, who are slightly more upmarket. These cards are a less traditional way of using watercolours but they work equally well and are a bit more modern, which may be appealing to some of my target market. On the card featuring the blue tit, it looks like paper cutting might have been used, which I might experiment with.
Erin Brown – another independent artist who creates designs for cards and prints, with two main styles of watercolour painting which I’ve featured in my mood board. I prefer the more colourful and less traditional paintings, as I like her use of colour in the background and how it looks nicely messy; but I think my customer would prefer the traditional painting.