Brief Rationale

Brief Rationale for Brochure

For my topic I decided to highlight the different experiences while dining/eating in bakeries in Wellington. I used thin type and placed equal leading between the letters to create a more elegant and modern feel to the text and to suggest that the bakeries also contain those qualities. I placed my type in diagonal rag right alignment to guide the reader’s eye in a diagonal format, also because the images have hands coming from diagonals. There is use of white space to make the pages easier to read, from image to text. The type size is to connote an intimate feeling to each spread while the reader focuses on each cluster of text.

For the emotive, colour pallets were based on colours in the sites and their atmospheric feeling. Martha’s pantry had a feminine yet elegant atmosphere, Nada Bakery had a warmer, nostalgic atmosphere in terms of surroundings and objects and Mrs Higgins was urban and busy. Each spread contains a hand reaching for the food in different directions in an abstract and illustrated environment, suggesting of the handmade and direct qualities of the bakeries.

For the textures, I made white cut outs in spaces of the imagery, each a silhouette of imagery commonly found in each space through positive and negative space, a flower for Martha’s Pantry, a wheel for Nada Bakery representing the bike and buildings for Mrs Higgins in the city. The pattern used is taken from each site, as it is a part of their essence and character, iconic association.

Things to consider next time could be the colour differences when printing on different paper.  I also could have been more aware of the space the text occupies.