Feel Love Use Hate


This week is also two projects in one. The first designed piece is an extension of an ad campaign. After I created the new advertisement I also went in and created a slide design showing the main categories of the original ads and then compared it to mine. The company that created this ad is Adidas. I have known many of their advertisements but this campaign is more geared towards the cricket community. It felt fresh and something new and I was excited to recreate it when a lot of people haven’t.

Target Audience

My audience is from the ages of 15-35 males. The location is mainly India and surrounding countries that also enjoy the sport, cricket. The ad campaign I am recreating has a hashtag and it is, #feelloveusehate. The message of this is to use love to fuel your passions and use hate as a drive. In sports and life, you will have people who love you and some who hate you. You should use both to get you to the top.


Slide Design Analysis

Main design decisions

For the main thing, you see in my slides is almost a big black shape cut up a little. I went with this because of three reasons. The first reason is that it mimics the shape of the Adidas logo. Secondly, I liked how it broke up the page into big, medium, small shapes. Lastly, I really liked how I could make a contrast with the Title page. I got to separate the words “feel love” and “use hate”.

Principles of design

Every single slide has the same background. With the exception of the very last page; However, it is the Adidas logo large and that was the inspiration for the background. The two main colors are black and white and you can not get more contrast than that. It goes well with the difference between love and hate. As I talked about before, the pages are split into big, medium, and small shapes.


I stuck with the san serif font. Then from there, I varied the size and colors and also if it was bold or not.


I was going to use more of a dark blue background but I kept going back to black. Adidas has a very black and white logo and it is strong. I wanted to keep those principles in the slides. I then added the blue because it looked nice against the black and it was also a color used in the design.


Overall I think both the designs are strong. They are also very cohesive. It was fun to go more into depth and use some elements that the company is established I also got to learn more about cricket while doing research on this campaign. Turns out that the face of this campaign is Virat Kohli who is in the latest Forbes world’s 100 highest paid athletes in the world.


Photography Attribution

Photograph of Virat Kohli (click on photograph for original source)

Borrowed  Adidas logo from Adidas.


Breath of Fresh Air


For some odd reason while I am doing homework or working forty hour weeks I wish I could be in Hawaii instead of at a desk. It is calming and smells fresh. For this advertisement, we used a random generator that would pick our product and our target audience. My product was an air freshener. Keep reading to see my process and final advertisement.

Target Audience

As I just told you, the product I received was an air freshener. I was required to target females that were between the ages 25 and 34. These women are single and have their bachelors. They make around $40,000 to $59,000. Usually, women this age are online and involved. My audience usually sees advertisements through Blogs and Social Media.

I wanted to make this design appeal to them in a way they can relate to. I figured these women are on their computer working a lot. I put the air freshener next to the computer with the burst of smell coming out of it. The burst of smell also makes up a sunset on a beach which can say that the smell of the air freshener takes them to that destination. Letting them enjoy working since they can’t be on vacation all the time.







Design Analysis

My main design decision was to have a cohesive color palette. I went off the Hawaii Bottle that had Black and mainly yellows and orange. It also had a sunset on the bottle and I wanted to bring it out of the bottle and into the air. Then I made sure to place my items within the rules of thirds. The edges of the computer are along the lines as well as the air freshener. I used three different fonts in my design. I used Baskerville as a serif font. Under that, I used Avenir Next as a san serif font to have contrast. I wanted “Get Away” to stand out and be loose. I chose a font I found awhile ago called The Woodlands. It is a cursive font that is relaxing and appeals to this audience. Photography really enhanced the smell coming out of the bottle. If it was just a plain orange, it would look completely different. By adding the picture and then putting a mask on it, it gave more depth and a sense of what it smells like.


The photograph of the air freshener was borrowed from the dollar store.

Here is the link: https://www.dollartree.com/assets/product_images_2016/styles/xlarge/238553.jpg

The photograph of the computer and sunset were retrieved from pixabay.com for free.



Overall This advertisement appeals to its audience. It is hitting their everyday lifestyle and the product is something that many women will buy because they like things to smell good. If the audience was supposed to be for males, then this advertisement would have been designed completely different. It is very important to know who you are targeting and attract them.


Divine Donut Icons

Hello! I hope you are not hungry because you are about to see a lot of donuts!


First thing is first we need to explain what this project is for. The assignment was to make icons. Now, what is an icon? When you just google the definition is saying that it is, “a person of thing regarded as a representative symbol of something.” An easy example I think of straight away is the apps that are on your phone. If you have an iPhone it could be, the settings, calendar, photos, camera, clock, weather, maps, social media, and many other options. Below is a screen shot of my phone to make things clear. Each little icon represents something and communicates it. This way it is faster than having to read words and it can also be used by people who speak different languages.


Target Audience

My audience for this project is focused on the age group 12-35 women. The location is within the United States, mainly the west coast but also could go to the East Coast. The interest of these girls is delicious food that also has a social media presence. They want to be able to take a picture when they go to this place and post it.

The icons I created were made for a donut shop. They could have an app and just use one of my designs for it, but I made these icons to be used on their menu board. I am a very visual person and when I go to a restaurant and their menu board has the icon on it, I am able to process the information better verse me just looking at a board with all words. The main idea is just to be able to find things quickly.


Designing Towards Your Audience

Since I am designing towards women who are trendy and are on social media a lot, I wanted this to be bold. Also, I knew I needed to make the subject something they would post about. By following any “bloggers” and social media influencers I knew one category they love to post about besides clothes. That category is food. I wanted the donuts to look real but also look like it is a vector based design and flat. The colors are very saturated because I wanted them to have the hierarchy when placed on a menu or a poster.


Main Design Decisions

The main thing I stressed was making the donuts look very similar. The way I achieved this was I decided on my base of the donuts. What size I wanted it to be in comparison to the hole in the middle. Once I got to what looked good, I went onto the frosting. I wanted to add some dimension so it would not look bland. I worked on making the frosting of glaze have some light hitting it. Once I had the main design I created copies of it and changed the colors to create more donuts. Even when I switched to the rectangle donuts I kept the same style. By keeping this style, it unifies the donuts even though they are different shapes and sizes.

Principles of Design

The main principle I used was texture. The brush stroke I used was a watercolor brush. I used this for the details of the donuts. Doing this over and over again on unified them together. Then the next important principle would be the color. All the donut bases are the same color. I just changed the toppings on top.


Donut Icons

Icons need to be able to scale well. They can be smaller than a penny or larger than life and still look good! Here are the donuts in 60 pixels by 60 pixels and then by 400 pixels by 400 pixels.



The Process

Sometimes it is easier to have pictures showing you all the steps of creating. Here is the process of making the icons.

Sprinkle Donut


Maple Bacon Bar



Direct Selection View



The main thing I took away from this was to remember that the icon will scale. A design may look very good when it is at 400 pixels but when it is scaled down to 60 pixels things can be lost it in. You have to keep it simple but also well designed. Another thing I would like to encourage is to get to know Illustrator very well. There are many tools that will help you and cut down your time by hours!

Delicious Icons

The day after I decided to do donuts for my project it was National Donut Day! I guess you could say that it was meant to be! There are so many donuts to chose from! For the minimum requirement, I decided to start with my favorite donuts. We have pink with sprinkles, glazed, chocolate, maple bar, maple bar with bacon, and the glazed twist. In the future, I hope to add more yummy donuts!

This is my first draft, so please comment and give me your opinions!

Here are the designs in 60 pixels by 60 pixels



Now, here are the designs in 400 pixels by 400 pixels

Magazine Design


Growing up I would look at all the magazines. I was usually more interested in the design rather than the article. I guess you could say I have gone into the right major for me! For this post I designed a magazine spread for an article that was from lds.org. The article is titled, “The Atonement Can Clean, Reclaim, and Sanctify Our Lives,” given by Elder Shayne M. Bowen. Unlike the young me, I really do enjoy this article; However, this post is about the design. I highly recommend reading this talk in your free time. It can be found at lds.org. For now, let us get talking about the design.



The colors I chose were blue, green, and white. These were my choice because they are very cool colors and it also looks very clean. Which I thought went well with this theme. The theme was about ” The Atonement can Clean, Reclaim, and Sanctify your lives through the Atonement.”



These photographs were taken by myself, Emily Potter.


Target Audience Analysis:

Before you start making a design for something, you need to decide who the target audience is. If it is a magazine geared towards children, then you would use brighter colors and make it more fun. Verse if you are designing for a minimalist. The design would be rather simple and would stay in values rather than color. My target audience for this project was women between the ages 16-50. This woman likes trends, they are rather clean, and are a member of The Church of Jesus Christ of Latter Day Saints (LDS also known as Mormons) or are interested in the LDS Church. That is the audience I am targeting this spread to.

Here is the magazine spread.

Now it is time to analyze the design.



Design Analysis:

A good checklist to keep in mind when critiquing art is to use the Principles of Design. There is no one set of principles. Some people have different ideas of what to call them. Here is one list of six principles of design that I think is easy to explain.The principles are Dominant and Subordinate, Repetition, Focal Point, Balance, Rule of Thirds, and Space.


Dominant and Subordinate

For Dominant and Subordinate, it is used a lot in the typography of this article. The dominant item of this spread is the word “Atonement”. Next, it goes to the rest of the title. Then to the who gave the talk and his title. Finally, into the body of the article. But it does not stop here. On the second page, the dominant item is the picture on the bottom left. Then the quote on the right. Also, while you are reading there are subheads which are a different font and also larger.



With Repetition, it is in the typography as well as the pictures and colors. With typography, I kept the same font for the body copy and the same font for the subheads. For pictures, I had kept the theme with nature and the Idaho Falls Area. In the talk, it talks about the garbage. I did take pictures of the garbage but I made the decision that it would not look good with the other pictures. The colors I chose were white, blue, and green. I kept these colors in mind while I was talking photographs and also when I up in the side bars and block quote in the light blue.


Focal Point

The Focal Point of this project was the “Atonement.” A few things I did to make it be the focal point was the contrasting values. The text was a dark blue, while the background was more white. Another contrasted I used was with the scale of the word. It was set at 146 pt. , while the next largest text was set at 24 pt. At first, when I was messing with the size I got the text big in Avenir but it felt a little boring and that it needed to be pushed more. I started testing what other fonts would look good and ended with more of a trendy cursive font. Which would help get to closer to my target audience.



Next, we have Balance. On the front page, we have only one column of text. To help balance it out I put the picture of the temple there so there would not be a big hole. In my first draft I just had the white temple, but for the final, I chose to zoom out and add in the trees, the ground, and a little bit of the Snake River. This helps add a foundation to the whole page. On the second page, there is an image on the left bottom that is really weighing the composition down. Imagine if it was on a scale. The scale would completely be tipped down towards the right. To help bring the scale back to level, I put the blockquote on the right side higher up. As well as not having the last column go to the very bottom of the page. If the text would have gone down to the page it would not have been as level as it is now.


Rule of Thirds

The Rule of Thirds is becoming well known in the social media world. When you are about to post a picture to Instagram there are lines that divide the picture into 3 sections horizontally and vertically. It breaks up the image so that it is more appealing to the eye. On the front page, I put the title and the Angel Moroni on the top horizontal line. Then the bottom horizontal line is aligned with the trees. The Angel Moroni is also getting hit a second time by the right vertical line. Showing that it is placed where it is visually comforting. On the second page, the top of the image is aligned with the line, and so it the block quote.



One thing a lot of people who are not designers have a hard time with is leaving space. Some may think it sounds boring to leave a big chunk of nothing in a place, but it actually gives the mind a rest and focus on what is really going on. In my design, I used space not only in the typography but also in the pictures. The Idaho Falls LDS Temple has a very sharp and strong outline. Combining this with the organic shapes of the trees it gives an interesting negative space. My second image as has space with the sky. You can also notice that the margins are far away from the edge. This way it is more comfortable and you do not feel like you are going to fall off the page when you are reading. Now to the spacing that I think is very important in typography. The spacing between the title, author, beginning of the article, subheads, photographs, and the end, all matters. For example, is the subhead has less spacing on the top and more on the bottom, then it looks like it belongs in the old section. But if you put more spacing before the subhead and less to the body paragraph it belongs to, then it looks like it relates to it and is part of it.



The fonts used in this project are Avenir, Vincentai, Futura, and Bodoni 72. With Avenir, I used it for the majority of the title, the description of the author, and the subheads. Vincentai was just used for the word “Atonement” because I wanted it to stand out from the rest. The Atonement is the main point of this talk. Futura was used in the Authors name and also at the end to show where to find this talk. While Bodoni 72 was used for the body. I chose to do a serif font for the body because serifs can make things easier to read. It also contrasts with the san serif title and subheads.



Overall I think that this design is strong. It fits my target audience and it has a lot of design principles that make it a good design. There is a reason for each of my decisions. After looking at magazines spreads my whole life, I am proud that this is my first one I have created.



Photography Attribution: 

The photography was taken by myself, Emily Potter. The location is in Idaho Falls along the Snake River.

Devine Principles


This week we will be focusing on photographs. Some of my personal favorite photographers are the Devine’s. Brad and Hailey Devine are a young married couple that lives in Utah and they have two daughters. Overall I am going to pick a few photographs they took that demonstrate 3 different principles. The principles are Rule of Thirds, Leading Lines, and Depth of Field. I will also show some pictures I took to demonstrate it as well. 

Rule of Thirds

First, we will meet Hailey and Lucy. A lot of there photographs are placed on their Instagram. Hailey’s Instagram name is @haileydevine. They usually brand themselves but also offer many services between photos and videos. This picture there is the use of the Rule of Thirds. The lines of the book shelves are exactly in line with the thirds. Going vertical Hailey and Lucy are placed in the lines as well.

Rule of Thirds Everyday Life

Today you are going to meet one of my family members, my brother. He is my model for this post. This picture he was cutting some smoked cheese. This is Rule of Thirds. The back counter top lines up. Aaron, my brother, head, and body are in the lines as well.

Depth of Field

Another picture of Hailey. This time this was from their trip to Japan they took. They took this trip to film videos in Japan for Japan. They pretty much show people how cool it is there so Japan could get more visitors. Hailey is drinking milk in the front plane of the field. Behind her is a wall with Japanese letters. This background field is blurred and separated from her. This gives the feeling of depth more than if the background was not blurred.

Depth of Field Everyday Life

That cheese made Aaron thirsty so he needed a drink of Sprite. This is almost replicating Hailey’s milk picture. Aaron is in the front plane, while the background in blurred and you can tell it is on a different field.

Leading Lines

Now it is time to meet the other half of the Devine Family. Brad and Greta. Brad is British and has an awesome ancient. Greta is on his shoulders and is a happy baby. The main focus is this cute father and daughter. However, the things in the background are helping with at focal point. You have the lines from the road that lead to them. Also the horizon line in running between them. There is also the fence and also the dirt path on the right. All these lines lead the eye into paint focus point.

Leading Lines Everyday Life

Now Aaron is looking out the window to see if anyone wants any cheese and Sprite. The lines in this picture are the lines of the blinds. Every line is leading into Aaron. It draws your eyes to him. It is forcing you to look at that face.


As you can tell these principles can be used in professional and everyday life. Whether it is your Instagram or just a random picture. You can see that the better quality and stronger principles work better than rather than just a simple picture. Knowing this you can make your own photography better.

Fitness and Fonts


Today I am going to review a poster that was done by Nike, in honor of the Breaking 2 race that happened this morning in Italy. Now a little background on the Breaking2 race. On May 6, 2017, in Monza, Italy, 3 runners attempted to run a marathon under 2 hours. To put in perspective that would mean the runners would have to run a mile in 4 minutes and 58 seconds, for 26 miles straight, plus another lap around a track. Nike and the runners have been working on this marathon since 2014 trying to get everything perfect. The fastest runner almost beat the clock running a 2:00:25 marathon. Which would equal about a second too long on each mile. Sadly, they did not make their goal, but I still find it amazing how fast that really is.

Onto a different side of the company, the advertising. I personally believe that Nike does an amazing job with advertising just as well has it does in making some of the top athletic gear. Now we are going to dive into one of the Nike Posters and see why it works. This poster is one of the products of the “Make Yourself” campaign. This campaign included seven women athletes because the focus of the operation was to help women to “achieve their goals and become the best ‘versions’ of themselves.”


1st Type Face

The dominant font is san serif. As you can see the font has no thick or thin strokes in it. All parts of the letters are the same width. The ends of the letters do not have serifs, which makes this font san serif. The san serif is also located at the bottom right corner of the poster. The size of the font is smaller. By using a font that does not have thick and thin strokes, it does not let the letter disappear. If you go to small with a serif font, then you have the possibility that the serifs get too small and not visible. San Serif was a great choice to keep all the information legible.


2nd Type Face

In this design, there is only one word that is classified as decorative. Let us take a close look. Did you find it yet? Yes, it is the word “fit”. Now how hard was that? Since it is a decorative font it was probably really easy to tell. At the base of the font it is leaning towards being a san serif font; However, the edges of the font are not solid. It looks like it was made by paint and a brush. Since this font is used sparingly, it works well and adds some variety to the composition.



Between the fonts, there are a few elements that were different. With the san serif the edges are sharp and the same size. Compared to the decorative font which varies with the width and is smaller at the ends of the strokes and varies between the end of it.



A lot of times san serif fonts are used for headlines because they are bold and thick. Combining the boldness and the scale creates an intense and important message. It grabs the attention of the view and brings them in. With the decorative word “fit” it gives some character to the word. It could take the word fit into being tough and rugged. Another was it could be interpreted is by saying it feels worn out as if it had given it 100% effort. There is also the point where it keeps it a little separate from the “make yourself” phrase. In this campaign, they used the last word as a fill in the blank. This way they could add whatever word they wanted and continually change it or have it fit any situation. It gives the phrase variety.