Writing a rationale
Go back to the briefs you read earlier, how might you go about answering one of these?
Write a short rationale outlining your intended approach, think creatively of how you respond, you don’t need to produce any actual work.
You may have more than one rationale.
What is a rationale?
A rationale is to give a reason, justification or for an action you choose to make, a rationale is answering the why in a question, why you chose to do something.
Out of the three previous briefs I chose to write a rationale for the Sainsburys brief, the brief was to design the two sides of a limited edition shopping bag dimensions 390mm high x 450mm wide, and pick out of the three options a theme for the design.
The reason I chose this brief was because it was the most direct, so I thought it would be easiest to write my first rationale for. Also it was the one that appealed to me the most, and I feel as though my style as an illustrator and surface pattern designer would fit this brief the best.
Out of the three themes I would pick ‘Show respect for our environment’, I would choose this theme as automatically I have lots of ideas running through my head, it’s the one I have the most connection with, and feel could deliver the best art work for.
So I would start off with my creative process:-
Understand the brief
spider diagram/ mind map
Pinterest board
Research
Generate ideas
Thumbnails/ initial art work
Design
Final art work
Answer Questions
Reflect
So my rationale behind this brief for Sainsburys is that Sainsburys is know for great quality food at competitive prices, a well loved supermarket with tasty food. This value would also be put into showing respect for our environment, linking the limited edition shopping bags, with using less plastic and promoting reusable bags.
I would complete a mind mad of images and motifs that represent the environment both for food and waste, and compile a technical repeat surface pattern design for the bag, I would do a different design for each side, one for waste and one for food sustainability.
I would choose colours that worked well with Sainsburys branding as this would be shown on the gusset sides of the bag, the bag needs to work as a whole.
The design would reflect a modern clean style with family in mind, complementary colours, and vector or Procreate artwork. A natural, Eco, fresh design that adds value and quality to the design.
Pinterest board ideas:-
I would research an illustrator like Danny Pollehn, a Hamburg based illustrator that celebrate the natural world, her love of botanical illustration, capturing the joy and colour in her dynamic energetic work.
You can see the colours and fresh feel to the illustrations she creates, I think these colours would work well with the Sainsburys branding orange colour.
Reflection
I found writing a rationale interesting, it made it clearer in my mind why I was choosing certain colours, media, and designs. It would also help when following up with a client you can justify why you have chosen certain elements or why you have chose this path to go down and the reasons behind it.
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