For this assignment I am going to focus on colours in branding and experiment with how we recognise and view them. I intend to achieve this by using manual focus to deliberately take out of focus images of well known logos that most of us will encounter on a day to day basis. The idea is to get the viewer to look at and engage with my images by getting them to figure out what each logo is for, the main clues being the colour and shape. I am going to present these images as A3 prints.
Helena's Comment: This sounds like an interesting concept, and will challenge the audience well if pulled off correctly. If you use well known brands and try to make them unrecognisable, that would work really well!
Research
John Divola
This is an image from Divola’s Zuma series
where Divola has photographed desolated and dilapidated buildings. The most
colourful element of this image is the book that has been captured in mid air,
I think that capturing the book in this way gives the effect of brighter
colours being thrown into the viewer’s face – although it is still subtle
within the image. It was only after seeing the book that I started to notice
the less vibrant colours in the curtains and even the colours of the sea and
sky outside of the room in the background. I really like the poltergeist effect
that freezing the book in mid air has given this image.
Tom Hunter
The main visible colour overall in this
image is green, this in combination with the low lighting conditions seems to
give the viewer a slight anxious feeling, or a feeling of something isn’t quite
right. The model positioned in the light facing away from the camera adds to
this feeling. I could use the technique of exaggerating colours to get a
particular feeling from the viewer.
William Eggleston
I have chosen to look at this image not
only for the use of dull ‘edgy’ colours (that I love I might like to add!) but
also for the composition that Eggleston has chosen. I like that there’s not a
person in this image and that the tricycle fills most of the frame because this
give room for the viewer’s imagination to run wild. So now I have explored colours a little it is time for me to move on and look at the focus (or rather the defocus) of the image, for my project I intend for my images to be out of focus so I have looked at two photographers, both named Bill!
#73, 2003 figures
This is from Armstrong's Infinity series where all of his images have the manual focus set to infinity to produce images that are out of focus.
Armstrong's work consists of pinching images and shapes from different publications and materials such as leaflets and posters he then uses different ways to change them, such as turning them into a collage or by painting them.
Once he has transformed the images into something that is his own he photographs them out of focus to eliminate edges and to create an out of focus image.
He is drawn to the perceptions of his work - that they aren't as they seem and that our minds try to change them into things that they are not. The misinterpretation of the subject of the image is something that I aim to achieve in my final prints.
Untitled, #3830, 2000
Another photographer that deliberately shoots his images using soft focus is Bill Jacobson.
Jacobson's work differs from Armstrong's because Jacobson captures situations that are happening in real life instead of fabricating them like Armstrong.
My idea is to take on board this out of focus effect but to mix both Jacobson and Armstrong's different ideas and create images of different logos that most people would've seen at some point in their life so that they are on the verge of unrecognisable to see if the audience can recognise them.
My Images
Here is a slideshow of the images that I produced for this project, they are deliberately out of focus, I didn't really edit these images just altered the brightness a little and cropped a few where cropping was necessary.
The main use of the computer was for printing my final images, the images that I used are below. I chose these three images in particular because they are logos of brands that, I believe, we see in our everyday lives. I also didn't want to stick with one theme, for example fast food places, as this would become predictable.
I printed these three images onto A3 sized photo paper using the college professional printer, in order to do this there are a few things that I had to do on photoshop first, here are some screenshots of my settings.
So first of all you have to check that the document size is correct for the size that you want to print, this image isn't ready yet for printing at A3 so I had to make a few changes (I can do this because I have loads of pixels to play around with!)
I changed the longest side to 42cm (which is right for A3 printing)
I then changed the resolution to 300, this is perfect for printing and is what the printer is also set to so it is compatible. Once all of this is done click OK
I then opened up the print dialogue box where I also have to change a few settings. In the screenshot above I am changing the paper size to the correct paper that I had (A3 sheet)
The next thing I did was to make sure that Photoshop controlled the colours, I then had to select the correct printer profile (this is what links the paper with the printer with the computer and they all work as one!)
With all of those settings changed I was then ready to print, all that was left to do was to press the print button.
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