Final submission and evaluation

Final changes:
- Removing the word 'by'
- Changing the packaging so that it only has the orange and green
- Centre the text on the back so that it is the same width as the barcode and fits 
within the same guides as the writing on the spine
- Change the blurb to 'PT Serif Caption' typeface, rather than 'Futura'
- Move the image of the chewing gum so that the bottom of the shadow is in line 
with the bottom of the barcode

Evaluation:
The brief required a design idea that was fresh and avoided the obvious iconography from the previous editions in print. This final design achieves this because the front cover design does not have the illustrative approach that a lot of the previous covers have, making sure that the mockingbird or tree were not included as part of the design is what helped to ensure this fresh outcome. The use of the chewing gum packet is effective because it is a product not obviously associated to the story, but when explored it has a lot of contextual relevance and deeper links that can be made to a lot of the storyline within the book. 
The final outcome is competently executed as it was finalised on Adobe Illustrator, using vectors so that it would not loose any definition when printed or expanded in anyway. In terms of strong use of typography, the design does fulfil the brief because it is heavily focused on the branding and design of the original Wrigley's chewing gum packet design in the 1930s. To further improv the book cover design, it may have been interesting to take the original branding design that everyone knows and play around with it, breaking the rules slightly so that it could become suggestive and represent different messages that occur within the storyline. 
The design will successfully appeal to a contemporary readership because it is minimal, allowing for questions to be raised and discussions to be started. The large amount of white space is something that has started to become a trend in contemporary designs, allowing for the focus to be solely on the one chosen element and not giving away too many details through the use of illustrations. 
The way that it does show a good understanding of the marketplace is the design style in which the book cover has followed, the minimal approach is something that is currently appealing to the target market and a lot of recent publications. The way in which it could further be improved to suit the marketplace is by looking at ways in which the spine could have been made more eye-catching when on the shelf in the shop. Market research did show that a lot of the current fiction book designs were quite dark in colour or had a large colour palette. This means that this one would stand out in the marketplace, but it would be interesting to research more into colour psychology and what could have been changed on the original packaging to fit in more with the storyline of 'To Kill a Mockingbird'.
The concept for the final book design does have a point of difference from the other book covers it is competing against, but to improve this further it would have been interesting to not only rely on using digital software. The chewing gum packet could look interesting if mocked up, photographed and then digitally inserted onto the page with natural shadows etc.