Assignment On Photoshop

Assignment on photoshop
GM1138: Content Creation

Autumn 2022
Date: 02nd September 2022

Course Coordinator: Peter Zackariasson & Irina Balog
Individual Assignment, Photoshop
GM1138 Content Creation
Instagram post and story
1
Arguments for the design choices
All the texts used in social media communication have the same font – Century Gothic. This
is a sans serif font which is inspired by geometric shapes – more natural to the eyes.
According to studies sans serif fonts are considered accessible for readers with certain visual
challenges and for readers who learn differently (Accessible Typography, 2020). The images
used on the posts and stories represent different ethnicity and age groups increasing the
accessibility to a broader audience. For instance, there were pictures of an Asian family in
one of the stories and one of the posts included elderly members of the family.
For the composition of all the Instagram posts, the subject occupied approximately one-third
of the frame adhering to the rule of third composition rule (Adobe, n.d.). This kind of
composition is also suitable for a square frame like the Instagram post. The third post and first
story also reflect the rule of odds (Composition, 2019) making the communication visually
interesting with odd-numbered subjects. For the third post and the second story, the alignment
technique was implemented to create an aesthetic and easy-to-follow layout (Canva, n.d.).
The hex code of the brand colours used in the design are #fdd947, #444444, #ffffff, #d5d5d3
and #252525. Since the number of colours was limited and texts also had pictures as the
background, the 4.5:1 ratio between the foreground colour (e.g. text) and the background
colour could not be maintained for all parts of the designs. Another reason was the
composition of the triangle or circle which was a key brand element. Apart from white and
yellow, which had a contrast ratio of 1.38:1 and grey and white with 1.46:1 the other
combinations maintained a ratio of 9.73:1, 11.08:1, 6.62:1and so on.
The first post shows the father-daughter duo playing video games sitting on a sofa set and
these cherished moments in a living room are produced with the support of furniture. The
second post shows a mother sitting on an armchair and the toddler is observing how she wears
the shoe. This connects the traditional design of the armchair with the consumers who value
channelling the tradition towards future generations. The third post illustrates the happy faces
of the family and three colour options for the same armchair. Unity of the family is closely
related to respecting different choices and thus the brand offers different options for members
of the family. The stories are interactive with a specific call-to-action that is in line with the
brand persona. The Instagram story contest is an organic way to increase brand awareness for
the new product, whereas the Instagram poll helps to generate further consumer insight.
Instead of opting for demographic segmentation, this furniture brand has embraced
psychographic segmentation focusing on the value, personality, lifestyle and psychographics
(Lawson & Todd, 2002) of different segments. Among all the segments the new products
armchair and a sofa set are targeted toward an audience who believes furniture finds meaning
in the company of the family. Nurturing the future generation and spending quality time with
family plays a crucial role in the consumption decision of this brand persona. The furniture
here is a tool that helps the brand persona to satisfy the ultimate “Why” of legacy.
2
Reference List
Accessible Typography. (2020). https://apastyle.apa.org/style-grammar-guidelines/paper-

format/accessibility/typography
How to create alignment in graphic design. Canva. https://www.canva.com/learn/the-art-of-

alignment/
How to Use (& Break) the Rule of Thirds in Photography | Adobe.
https://www.adobe.com/creativecloud/photography/discover/rule-of-
thirds.html#:~:text=What%20is%20the%20rule%20of,compelling%20and%20well%2Dco
mposed%20shots.
Lawson, R., & Todd, S. (2002). Consumer Lifestyles: A Social Stratification Perspective.
Marketing Theory, 2(3), 295-307.
Wikipedia Contributors. Composition (Visual Arts). Wikimedia Foundation. (27 Feb. 2019)
https://en.wikipedia.org/wiki/Composition_(visual_arts)

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Assignment on photoshop

GM1138: Content Creation

Date: 02nd September 2022

Instagram post and story

Arguments for the design choices

Accessible Typography. (2020). https://apastyle.apa.org/style-grammar-guidelines/paper-

How to create alignment in graphic design. Canva. https://www.canva.com/learn/the-art-of-

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