As a student of Communication Design, my outcomes have been driven by the impact of visual elements. This project demonstrated to me how these visual elements can contribute to spatial design and it's experience.
Pre Task
I visited Dastkar, an exhibit held in Delhi that served as a platform for traditional Indian craftsmen to regain their place in the economic mainstream. It also involved collections of designers/design students. A few elements I noticed:
Branding - The red, white and black colors were used consistently throughout the space.
Process - The craftsmen used photographs and display boards to showcase their process and features.
Products - Every stall had a unique collection which made the event very memorable.
Educational - The event also curated information on multiple techniques and cultural practices and displayed at various locations in the space.
Every stall was looked after by the craftsmen themselves, which allowed visitors to engage with the process and learn more about the culture of different places through conversations.
Group visit to Dhoomimal Gallery
I couldn't accompany the group to the gallery, so my observations of the space were based on the photographs and their experience of the place.
Some observations I articulated to the group:
Educational - The gallery housed sellable goods like books etc. providing sources of knowledge to visitors who want to explore more of such topics.
Visual Break - The display maintained enough white space between various exhibits which provides a visual break to visitor's eye and help maintain focus.
Ambience - The windows let in natural light which created a peaceful ambience but at the same time it disturbed the vision of the viewer due to reflection.
Identity of the space
The Grad show for 2024 was based on the theme of solidarity so it needed to reflect in the identity of the exhibition as well. I initiated my process by questioning my idea of solidarity which led to keywords like merging, support and puzzle (solved).
The Grad show is named as 'Unfold', and as I iterated on the identity I became conscious to the contrasting meaning of the theme and name of the event. Unfold means opening up, whereas solidarity translates to coming together.
Throughout these concept, the contrast in the meaning of theme and word 'unfold' continued to challenge the effectiveness of the identity.
After iterating on individual interpretations, we finalized on 4 concepts to iterate on further. Each person pitched their best iterations to select 3 for the presentation.
Exhibition Identity
The logo was appreciated for its organic edges but required further iterations to make it effective and develop a visual identity. At this point, the team divided into two sub-groups: one group focused on developing the identity, and the other developed spatial designs for the exhibition. I worked on the floor plans within the latter team.
Space - A sensory experience
Tanya Kumar, a mentor from Interior Design Department, introduced us to Design for All 5 senses by Jinsop Lee. The concept seemed interesting and I began to wonder if other senses like touch, smell, taste, sound can really enhance the experience of visual communication. How can we incorporate interactions/elements that stimulate different senses? Can these stimulations really impact an experience?
Spatial Planning - CD Bay
The idea of solidarity seemed lost in the branding, so I wanted to bring that essence in the exhibit space. The student work is showcased under different disciplines like Animation, UI/UX, Graphic design and Publication, and the space is divided accordingly.
For this year's showcase, I proposed we bring these disciplines together instead of allotting them separate spaces.
This way, animations can utilize the projectors situated across the bay.
It will also help in creating a visual balance with motion and stationary displays.
We can avoid the overlapping sounds of different animations since there will be enough distance between different projections.
There was also a problem of excess tables, which are usually stacked away and take up a lot of space.
Ground Floor Plan
I began my thought by mapping pain points and points that can be used to create an interest. Following were my observations about the space:
The entrance to college is a tight space and the only way to enter and exit for visitors, which proved to be a prominent obstacle in providing an easy navigation.
The time for the lift to reach ground floor while visitors wait, could be utilized to engage them.
Keeping these points in mind, I iterated on a floor plan, incorporating the feedback from the group.
Signage Design
In the final week of the project, the team reformed the groups to develop the required collaterals of the exhibition. I took up the task of designing signages with 2 other members of the team.
While planning the visual language for signages, I reflected on the logo and the visual identity elements. There was a high contrast in their appearance, the logo appeared rigid over the soft petal-like visual element. This lack of harmony is the visual system contradicted the theme of solidarity, but it made the logo seem bold and catchy. So I drew the visual style from the logo to make the signages clear and bold so they can effectively guide visitors.
I explored different ways to utilize the visual style for directional signs. In the final concept, the letterforms from the logo are enlarged to act as a roadmap in guiding visitors to the intended direction.
Reflection
This project helped me understand and explore the role of visual communication in a space. Apart from signage design, branding, and spatial planning it also required the application of UX to ensure the experience is satisfying the user needs and expectations. I understood the role of distance, placement and angles that will impact the visual outcome when executed in a space.
But there were also pros and cons of working in such a big group which impacts the overall execution.
We were able to explore a diverse range of ideas and iterations for the branding as each member took part in the process.
We shuffled the teams a lot which might have hindered the process in the making as a new addition to any team would have a new perspective. I think this is what led to a visual imbalance and lack of harmony in the deliverables.