Katy

POSSIBLE TITLE

How the new ‘three dimensional phenomenon’ is taking over graphic design and visual merchandising within the retail industry


OVERVIEW

Illustration is fast becoming a big part of the design industry for its ability to produce unique and innovative work. It is becoming increasingly recognised by commercial clients as a great skill and as a new form of branding. Once illustration is taken off the computer and beyond 2D format it has the power to create new and exciting possibilities. This report will investigate the new ‘three dimensional phenomenon’ within illustration and how illustrators are translating their visions and signature styles into the 3D world. In the search for authenticity designers have gone back to their roots. This step back from the digital advancements and increase in 3D and hand-crafted objects creates a new and exciting experience for both the designers and the viewers.

Concentrating primarily on 3D illustration within visual merchandising, I will look at shop design including interior illustrations and shop window installations. How store brands are striving for more striking and unique displays to catch the attention of customers and looking to illustrators to provide this. Within the world of visual merchandising I want to examine the power of environmental psychology behind shop design and its strong influence on the customer and its ability to improve sales. Illustrators have to ability to add a sense of imagination and playfulness to their work creating an artistic experience for the consumers. I also want to look at how shops are looking to new techniques to attract the attention of their customers. Designers are taking their 3D visions outdoors and into public space to make a statement or convey a message and are adding other mediums like sound and moving objects which adds another dimension to the work and creates more of an experience.

QUOTES

‘Liberated from the fetters of page and screen, designers are starting to use the tools of their trade to translate signs and symbols to tangible space, to creations that promise a direct encounter and one-to-one experience’ Tactile

‘Free their digital creations from the computer and let them roam through the outside world’

‘It is your imagination that needs to be stimulated. Once that happens, the rest is easy. The merchandise is always the leader’

CHAPTERS

GENERAL INTRODUCTION
I’m going to look at illustration beyond 2D and digital format, its step backward from the digital advancements – the new phenomenon of 3D objects, stepping out from the 2D constraints and filling a space with the unexpected. I then want to look at the use of this in the industry, particularly retail, looking at visual merchandising, shop windows. The ability to create an artistic experience for the consumers.

STEP BACKWARDS FROM DIGITAL AGE

Look at how designers and illustrators are going back to craft to make more unique work. Increase in hand made things, hand drawn type, 3D objects etc. Looking at the increase use of illustration in the design industry, people have a lot more respect for it now than they used to.

THE THREE DIMENSIONAL PHENOMENON

I want to look at the increased use of three-dimensional objects and ‘how designers are developing and implementing their ideas spatially’ (publisher of Tactile, Die Gestalten)
Peepshow (Saatchi and Saatchi window display), Ian Stevenson, Chrissie Macdonald, Hvass and Hannibal, Nous Vous, IJM
Looking at how illustrators respond to the space and environment they have to work within.

SHOP WINDOW DISPLAY AND STORE DESIGN

Look at case studies, Harrods, Selfridges, Liberty, Harvey Nichols. Get interviews from visual merchandisers, investigate into what is involved with window display and shop design. Look into the history of window display and the recent discovery of illustration and 3d design.

PSYCHOLOGY OF SPACE DESIGN

Its effect on customer sales when used in shop windows/wall illustrations, look at surveys statistics. I then want to look further into the psychology behind it and how customers feel more inclined to buy something, looking into environmental psychology, how creating an experience for the viewers affects their desire to shop. How shops want to keep customers inspired and for them to not only purchase but have a retail experience.

NEW TECHNIQUES

New techniques emerging in 3D illustration, taking their work outdoors, stepping away from a controlled environment, conveying messages through 3D design outdoors ‘actively encouraging direct encounters, interaction and reactions to the art, encouraging direct audience reaction or active participation.’ Interactive illustration – how illustration is moving into more interactive forms, creating a more memorable experience for the viewer like arts and crafts/making things to keep, getting the public involved, eg the V&A summer fete. This has a much more long-lasting affect on the consumers and can have a great impact on sales and marketing.

ACTION PLAN

Look at illustrators who have moved into 3D work and look how it has been used in the industry and look into visual merchandising
There is a course at LCC called Merchandise Display and Presentation so I need to talk to the tutors there and see if they can give me a list of books and articles which would help.
Look at statistics involved with sales and display.
Find interviews with visual merchandisers and illustrators who specialise in store design
Go round stores taking pictures of window displays and wall illustrations, look at window displays in places like Selfridges over the years and the difference in sales. Talk to visual merchandisers in the stores.
Look at interactive graphic design and illustration – looking at use and impact of sound and moving objects within 3D design.

BIBLIOGRAPHY

INTERNET

http://camberwellillustration1.blogspot.com/

http://www.we-make-money-not-art.com/archives/2008/01/tactile.php

http://www.core77.com/blog/events/london_design_festival_2008_designersblock_selfridges_window_displays_11188.asp

http://www.textually.org/textually/archives/2003/04/000337.htm

http://www.smh.com.au/travel/beyond-the-looking-glass-20090219-8c8r.html

http://en.wikipedia.org/wiki/Environmental_psychology

http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Retail-Design/

ARTICLES

Fulton L, Pure Indulgence, Design Week vol.23. no 7, 2008, pp.15, 14

Bennett O, Display Dramatics, Design Week, vol 23, no 12, 2008, pp 44, 20

BOOKS

R. Klanten, S. Ehmann and M. Huebner, Tactile - High Touch Visuals, Dgv; illustrated edition edition (November 2007)

G. Terstiege, Three D Graphic Spaces, Springer; 1 edition (November 21, 2008)

N. Williams, Paperwork - The Potential of Paper in Graphic Design, London: Phaidon; c1993, 2004.

T. Morgan, Visual Merchandising, London, LK Publishing 2008