The subject of my project being youth vs age i thought it could be interesting if i could reflect this in the stock i use. Starting playing with actual wall paper and printing onto it. I do like how the ink looks on the textured paper reflecting on the texture of the mans hands in the photos. However although the feel of the paper is engaging and interesting the text loses it's readability. Not only this but to produce this kind of packaging would be very costly with the cost of the wall paper and then have to stick this to card since by itself it isnt stiff enough o old shoes.

I've decided to print my booklet onto Satin paper which is semi-gloss paper. I didn't want the booklet to be too 'shiny' as i think this doesn't suit the photo's but i don't want the paper to rip too easily as matt paper would. I also want the booklet to have a smart finished look to it which i think satin paper has hence using this stock.

The actual products are listed below so thinking of a simple title and image to show that these shoes aren't just for sportsmen or younger generations but for comfort, pleasure and the elderly.
Lonsdale already have a well formed website and the company sell a lot of diffferent products as well as footwear. Therefore i don't want to re-design there website when it's already working, instead i propose advertising the products under 'youth vs age' on there home page and having a direct link to their foot wear products.

I've slightly changed the front cover by having foot prints leading of the page, im hoping this makes it a little clearer that i'm promoting trainers. I don't want to change it too much because i think its working with the strong image of an old hand lifting weights. I believe that the image and strap line youth vs age will draw people in to pick it up and read it. It's interesting and eye engaging to the elderly in my opinion. I like the relationship between positive and negative space, i think i could easily over crowd the design with too many splatters and things happening, simplicity works better in my opinion hence straight forward type and image booklet.

I've now changed the leading slightly larger to make sure each line has more space and is clear to readers. Also changed little things to try help make the text more readable for example words that were running on two lines now have been brought down.

Just had a crit which was rather useful. I made sure i asked about which typeface i should use, the feedback i got was to use the serif font, cochin. It has a traditional look to it which older generations would understand and be able to read more clearly. I need to play with the leading and point size to ensure maximum readability.

I need to play with the packaging more, playing with different formats, i need to make sure its clear that its shoes that are being sold, slightly unclear but then again its a clear shoe box format which explains itself in some respects.

I quite like the above lid, clear, in your face, and i think its enough to grab the viewers interest.
Here i have the image under the packaging, not sure if this works, i feel like its a waste with it being underneath. Its a strong image that would work on top as an eye engaging visual.


I think this is a really strong image but i aren't sure if it works, people may get confused when they see this, its not clear whats being sold.
Tried having 'Lonsdale' not only on the bottom but leading round the sides, but this might be misleading and confusing when the packaging is laid flat and only the side is seen.

This works much better then the previous cover. Its simple and straight to the point, im very happy with it but with crits tomorrow i might get some bad feed back, we'll have to see.

I like how it works across the front and back cover, leading the eye around the booklet. Simple image and type which is in context to the content of the booklet, i'm very happy with it.

So been thinking about photo ideas for the packaging and front and back cover of the booklet. I thought the idea of an old person lifting weights would be quite comical but then taken appropriately it could be quite interesting. Again close up photos showing the wrinkly old hand holding big heavy weights would be really interesting. I think these images on the covers of the booklet and packaging would give a strong impression of power and strength which the shoes are meant to give to the buyer. So i got my very old dad to hold onto some weights (not pick them up) and tried to show the texture of his hands against the steel weights. The ones showing the top of his hand works best.

I'm very happy with the content of the booklet, i do think the pages are working well, but we'll have to see what's said in the crit, they may still need developing. One thing i need to start looking at is appropriate stocks.

For some reason when i've printed the booklet the back of the booklet has bled over to the front which is very frustrating. I don't like the cover and back cover now i've printed it. I think again another image is needed, its the images that make this design work so well otherwise i think its unclear.

Above are some ideas for the front cover implementing the strap line and logo

I think having an image showing youth vs age is necessary to show the fun side of the design and i simply think it works well. Not sure now whether the picture should be underneath the packaging, could be nicer on top to catch the viewers eye.

Again i do like the image that will hopefully lead the viewer around the packaging however it may also confuse people.
I don't like how the image comes onto the side here, it doesnt look clear at all only confusing.

So i've taken the same style and tone of voice of the booklet to the shoe box. Heres my first idea above. I quite like the balance of white and colour on the packaging. I like the footprint on the side which leads round the packaging hopefully making the viewer want to look around it.

A rather robotic looking typeface called News Gothic MT, i find it readable but not right for the tone of voice for this work.
Hoefler text, another serif typeface i like but i think cochin has a more traditional look to it which fits into context with what the text is actually saying about Lonsdale and its past.
'Eurostile' is quite robotic looking, a very lineal typeface unlike century gothic which has very rounded letter forms. I prefer century gothic it isnt as 'stiff' as this typeface and looks more relaxed.
The above typeface is Cochin which has a very traditional look to it. I do like it as a typeface but don't think it fits the tone of voice of the rest of the page. Think i'll take this one to the next crit to get a opinion.

The content of the booklet has come from the websites i've been looking at and recorded on my contextual blog. They explain who Lonsdale is and what the company have to offer which seems relevant in this context.

Century Gothic is the typeface i've used above which i think is very clear, round and readable. I think the serif font doesnt fit with the design, it ruins the tone of voice however i'm not sure that this is working but i do think this works better then the times new roman i used previously. I've increased the point size to 10.5 to help elderly read. I think i need some more opinions on this one, its quite a difficult choice.

I've spent a lot of time looking at the layout of image on the page and how that will work but taken no time to consider the type. This is difficult, its targetted to the aged so it needs to be very clear and readable which means a bigger typeface. I don't however want it to dominate the page, the image is to carry the message. When considering what old people read its usually news papers and old books which all use serif typefaces which would make sense to use in my booklet. I aren't sure if this works or just conflicts with the modern look and design. I'll try find a very clear readable sans serif font otherwise i may be best using a serif font, I'm very uncertain.