Mocked up a potential solution early on so I can adapt my design to consider the fact that elements of the poster will go missing. Increased the thickness of the tabs in order to add structure and avoid being flimsy.
Distribution method:
The long tabs can be made into a simple paper bracelet which would distribute the brand and gain recognition:
The length of the tab makes the bracelet too big.
The lexis 'missing' draws the audiences attention straight to the poster which is enhanced by vibrant red and uppercase typesetting.
Fact to shock and grab the audiences attention.
The minimalist layout creates a large amount of white space between the statement and the logo which makes the audience feel uncomfortable. The audience will have to concentrate on the poster in order to recognise the logo which is appropriate for my concept because it encourages the audience to look for it.
Sketched out some concepts:
- Repetition of missing to draw audiences attention
- Contrast with no rhythm
Quotes from the families and friends who've been left behind. A question initiates a response with the audience which will gain more impact.
As the research from GoMP confirmed, the current stigma of missing people dont consider themselves missing because they are aware of where they are. As a response to this I brainstormed some adjectives relating to going 'missing'.
- Absent
- Vulnerable
- Scared
- Lost
- Escape
- Doubt
- Guilt
- Departed
- Gone
- Missed
Mapped out how I could divide the poster into strips and how this will effect the composition.
The audience can take an element that makes up part of the poster and
Mocked up a potential composition inspired by Dafi Kuhne's typographic posters.
Dada Gaga - Graduated tones sequentially fade out until they disappear.
Used the term 'missing' and set it all in lower case to appeal friendly and approachable. The graduated tones demonstrates how the concept of going missing can be transferred into the type.
Included the current Missing People branding to increase awareness of support.
Highlighted key information in red in order to increase authority and recognition.
The faded tone softens the composition as it would be too jarring if all the layers were solid. This wouldn't be appropriate as I aim for the campaign to cause no stress to those missing so they feel comfortable to get in touch.
Printed out the composition to experiment with layering typography:
Removed one tab for a variety of compositions:
Experimented with type, numbers and images.
The large numbers from the phone number don't create enough contrast due to the large spacing. This encouraged me to sought compositions that has repeated elements in order to get more contrast when the layer is exposed.
Having a section of the face exposed creates intriguing shapes and negative space which don't become recognisable until more tabs are removed. This will encourage people to take more of the information tabs to uncover the missing person.
Development
Printing the posters out made me realise that the indicative content at the bottom of the composition would be lost when someone removes a tab therefore I moved it to the top of the composition.
Explored more poster combinations and introduced three layers:
The overall composition is dependent on how the audience interacts with the poster.
The stages of removing the tabs:
I am aware that the message becomes obscured once a tab has been removed, however making the top of the composition static means that the indicative content, (logo/fact/description) will always be visible,
I gave the header 6.5cm of space in order to provide more room for the engaging visuals.
The final poster out of the layers will be an image of a stencil of a face as this allows the audience to uncover the identity of a missing person as the layers a peeled away. During the stages of the tabs being pulled away it looks like the face is peeking through.
One of the problems I have identified is that if the missing person doesn't call for help, then no one can help them. The fact that the target audience are missing makes it hard to target the campaign directly to them therefor I came up with a short statement to encourage the target audience to get in touch.
'If we can't find you, we can't help.'
The statement is aimed more towards missing persons currently on the run. Taking myself away from the concept and into the shoes of the audience, this statement is too strong and likely to be misinterpreted as careless. This wouldn't be appropriate for missing people taken against their own will.
Through gut feeling and feedback, I decided to resort back to the original header composition because it is relevant to a wider target audience.
Feedback:
People really liked the slips being taken away to reveal the missing person as it engages people as they have something physical to take away with them.
'Missing' at angles creates more contrast and is still legible even though sections of the type are missing.
Playful and friendly
The graduated tone of the type makes it look as if it is disappearing
I am pleased with the developments so far as I feel my project has a solid concept that I can take forward.
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