LOOK

Book of key research points for the project Look Up. The area of research have been split up into three; process research, concept research, and context research.

Concept Research

Contextual Research

Process Research

I decided to look into the psychology of looking up to try and get a better understanding about when and why we might look up. From doing this research I discovered that there are reasons why we look up, reasons to do with thinking and triggering brain reactions. The eyes give away such as if you are interested in a

conversation or not. When we look to the right it is a sign of reminiscing or try-ing to remember something. Looking to the right indicates more creative thoughts, and this is often interpreted as a sign that someone may be being deceitful in some situations.I can now use this research to better my knowledge of looking up

Psychology of looking up.

As I need people to look up I need to know how to get peoples attention in the first place. I have looked into the golden rules of how to do that in the design industry and they are as follows;Humour - This is where a funny image, slogan or video is used to make us laugh or smile. It is proven that people tend to remember and

retell funny stories, jokes and forward funny e-mails. In this way the product or service is also being remembered. Fun is also a positive image for a company, especially one that is trying to reach a younger audience.Sexy -This is a simple and straight forward technique where a sexy/beautiful man/woman is used to grab the

attention of the viewers. Often the person or people being sexy or scantly clad has absolutely nothing to do with the product or service. Other ways are; Surreal,Shocking, original, iconic.From knowing what gets the attention of people I can pick an appropriate tone to do the job.

How to get people to look.

Through general research on looking up, I stumbled upon my original concept for this brief, it appears that someone has beaten me to creating a campaign to get people to ‘look up’ in Leeds. The blog My life in Leeds has created the campaign on instagram getting people to #lookupleeds they also hope to further it by creating an

exhibition of the top100 photos on instagram and making a family friendly map of Leeds of the best spots to look up. Although this is a little too similar to the concept I originally had, it is good to see the photograph feed of all the best Spots in Leeds to look up at, and confirms to me that there is an audience for looking up.

Look up Leeds.

Experimentation with fisheye camera to see what the effect would be like to photograph looking up. It was interesting to see how warped the building got and what type of things you can capture with wide angled lense.

Experimentation with photography.

Reasons to look up.

Looking Up brightens your mood. It is A positive experience due to a number of things such as, a sunny day, or seeing a plane in the sky which might remind you of holiday or evoke a memory.

Looking Up gives you A different perspective. You notice things you wouldn’t normally see if you were looking at your feet.

Inspires you to look things up, research and learn. For example you could be walking around one day and see an impressive building and want to know more about it, or you might see a bird and want to know what it is etc.

Teaches you to look at things rather than just take the world at face value.

Looking Up takes you on an unexpected journey, you may take a different route then normal as you are being ruled by what looks interesting above eye level rather then the practical a - b route.

Religious people see looking up as an act of comfort and communication with their God.

It makes you realise there is more to the world then normal day to day life. You might look up at a night sky and realise there is way more out there.

It is good to Look Up for a number of health reasons such as putting in contact lenses, or sneezing, it helps to look up at a bright light when you need to sneeze. Looking up also is good for people who suffer with vertigo or are afraid of heights looking up eases the fear.

Looking Up takes you out of a crowded, busy, stressful situation.

You may discover hidden beauties of the City / environment.

Makes you more observant in life.

The work above is by Alessio Bolzoni, a photographer. This series of photographs was for a Grey magazine. Bolzoni’s work is very animated, the style looks very cinematographic, and because of this I feel the pictures hold a lot of power. When I look at the above series it straight away gets my attention, which according to my pervious

research could be to do with the fact that the composition of the models gives a surreal feeling. The exagger-ated movement makes me want to know what they are looking at and look in their direction. This is something I need for my project, I need to be able to make people look, and this could be a possible way to do just that.

Alessio Bolzoni.

As I am looking at the brief title ‘An exhibition of’ I have looked into Exhibition Identity and branding, and focused it in further to looking at Leeds based gallerys. The above isn’t specifically for an exhibition but it is for A creative project in Leeds. To the right is for an exhibition in Leeds. It was interesting to look at these two pieces of

identity and branding as they are for the same city but for a different audience, even without knowing the concept/context of the design it is fairly obvious one is for children and the other for an older audience. This has shown me how key it is that your design represents and is appropriate for the audience. The branding for ‘hello’ is rounder and uses

Lee Goater.

bolder colours, these two factors give an appearance of fun and friendly, whereas the branding for Leeds inspired uses more subdued colour and uses a serif font, the colours show that the brand is playful but at the same time the use of a serif font shows that sophistication too. I must ensure that my branding speaks clearly what I want it to represent.

The Benefits of Looking Up, is a book by Partners & Spade, all about looking up and finding the unexpected which turned out to be balloons. I really enjoy the photographic journey this book takes you on, it feels like its telling you a story of the balloons. I also enjoy the graininess of the photographs, which is due to the fact that all the

photographs were taken on mobile phone cameras so are of low quality, but means that the images are all unplanned and un-set up and are situaitions the photographer has stumbled upon. I am going to be using photography in my projects as I from research I can see that it is the best way to clearly relay the benefits of looking up.

The benefits of looking up.

I am very interesting in book binding, I find it fascinating that there are so many differ-ent type of bind, and so took the opportunity to research into why there are so many binds and what are the main differences between them. I discovered that the reason isn’t down to one factor, it is due to many. Take for example perfect bind, this is usual used

for pamphlets, free magazines, free brochures, and so it is clear that it is a cheap bind to do, and as the items are usually ones you don’t keep, it is a bind designed not for its longevity. Compare this to cover binding, which is used for hard cover books, they are usual more expensive, and this is due to the bind being more luxurious. This bind is

designed to last, it is strong and durable. By looking at binds I can now make an educated decision when choosing what time of bind I want to used on my publications, not just picking one because I like it or it’s easy or it looks good, I now know what bind is appropriate for what time of publication.

Binding.

A process I really enjoy the effect of is film photography, I feel it has a lot more personality than digital photographs, maybe this is due to the fact you get a physical product at the end rather then just an image on the screen, but none the less it is a process that I want to experiment with. By using film it will stop me from getting

snap happy, as I will only have a certain amount of shots I will have to make decisions about what shots to capture. This restraint will mean every picture will be more consid-ered. Looking at different film camera photographs I can see that the pictures will be more lo-fi, which is the ef-fect that was successful with Partners&spade.

Film Photography.

Screen printing is a process that I am very found of, but I have yet to use in a project this year. As it is something I enjoy I have researched into areas of it that I do not know so much about, and this area is Inks. There are many different inks with screen printing you can have the standard water based or oil based ink, paper or textile ink,

which are all commonly used, or you can be more experimental. The above poster by Woods and weather has used glow in the dark ink, which has given a really interesting effect and given the poster another level. Other inks available to name but a few are, glitter, metallic, florescent, heat sensitive and light sensitive.

Screen print.

LOOK