Art Fund methods of engagement
Specific University endorsements
Eric and Jean Cass, along with Cass Art, have given their support to provide 5,000 University of the Arts London (UAL) students with a special Art Fund Student Art Pass, giving them free entry to over 240 cultural venues and reduced entry to many major exhibitions for their first academic year.
Nigel Carrington, Vice Chancellor, UAL, said: 'Museums and their collections are an essential resource for our students at UAL. Whether they're studying advertising or animation, fashion or gaming design, access to museums is critical at this early stage in their career development.'
Stephen Deuchar, Director, Art Fund, said: ‘Every student in the UK should be able easily and affordably to access our museums, galleries and historic houses. They act as a stimulus and reference point for creative people everywhere, a springboard for the widest career opportunities, and an infinite source of inspiration for all. Art Fund’s new £5 Student Art Pass opens up that opportunity to anyone currently studying at university in the UK.'
Poster advertising
This Art Fund campaign takes a very simple but efffective appraoch to persuading the audience that the membership is something that they would benefit from. Presenting a piece of art and then a picture of the National Art Pass alongside it with captions that link together works well. A similarity is taken from the caption under the art picture and used as a positive word under the image of the pass to suggest, this humour is engaging to a large number of people who would see these posters.
In terms of design, the approach is fairly minimal, well organised and uses a consistent colour scheme/application.
The very simple concept and presentation of it is effective but means that there is a lot of white space on the page, successfully filled with a short paragraph about the art fund and what you receive as a member.
This poster is very illustrative in comparison to some of the other campaigns for this particular memebership that have been released. The concept is strong and takes something such as a pamper night, makeup or skincare, all things that we take for granted and then points out that self enhancement can be achieved for a lot less money and less appearance based. Art is seen to be an expensive interest and potentially a little 'prstigious' within society, so by taking something that the majority of people will own or invest in and saying that a year of art can be seen for less is a positive way of advertising the price of the membership.
The designer has ensured that the colour shceme is consistent through all of the elements so that all of the sections of text can be read in the correct order. The yellow has been taken from the background which in that palcement is very unintrusive visually, but when used as the text it becomes a very bold focus which works well to draw the audiences attention to one of the main purposes of buying the Art Pass.
The physical design of the card once again has been used in order to clarify and prevent any confusion that this is an advertisment for a membership scheme in order to be able to visit a large number of galleries for free or at a heavily reduced cost.
This approach to advertising the Art Fund scheme relied on accurate palcing of the posters, choosing a gallery part fo the scheme and them placing it in a public setting a particular distance away from it. A current exhibition of particular artist or painting is used as the focus for the poster and without much context you would not instantly guess what the poster is trying to say. The fairly bold statements catch the attention ofthe target audience and then it makes sense when the smaller text is read below to say what particular gallery it is referencing, bringing it all into context again.
In terms of deisgn, this poster uses a big rectangle of bright colour to make it stand out against other posters in the close vercinity and then takes a contrasting coloured, bold typeface to say the message. The distance/time of how far away the gallery is is in a different colour to draw attention to just how close it is the person reading the poster. To ensure visual consistency, the colour used on the highlighted distance/time is then used at the bottom of the poster where the rest of the information about the gallery and membership card is.
A small picture of the actual Art Pass is used on the poster to successfully help the audience to identify exactly what the poster is advertising. Without this, it may appear as though the poster is just advertising the gallery, sponsored by the National Art Pass rather than the membership itself.
The minimal approach works visually to clearly advertise what is intended, something that I will consider when partaking in the design process.
This most recent advertisement design for the National Art Pass goes back to the use of the actual artwork from galleries, a quote relating to them and then the presence of the actual card to determine exactly what the poster is advertising. The large amount of white space is effective for ensuring that the imagery on the poster standouts out as individual elements and then the text is placed in a non-intrusive way, but still ensuring that the audience can read it with ease. Each of the posters highlight something that having the Art Pass 'CAN' allow you to do, or an element within your life that can be enhanced.
General strategies:
- misleading phrases and then the clarification
- humour
- bright colours
- comparison
I chose to look at festvial posters as a starting point for visual research because as an event they are something that the majority of students engage with and enjoy going to. It will be interesting to look at the design strategies that have been used, the colours and layout trends to se if any of this can be applied to this design.
I decided to concentrate on the UK based festivals due to the geographical location of the target audience.
- bright colours
- text is central
- illustrative visual appearance
- varied and vibrant colour palette
- lettering customised to each of the events
Visual research then focused on the online visuals aimed at students looking for information on the freshers fairs and generally what's going on in their university over the year.
Leed 02 Academy Freshers Fair
As a fresher, this was one of themost memorable fairs that I attended. It is held at the 02 Academy in Leeds ad it is a very excting and vibrant fair in comparison tothe other ones. It is a dark room like a night out, with strobe lights, loud music and drinks available. Due to the darkness, a neon based display stand would wokr best and it is something that not many of them have actually done.
Visual research into the different posters that are released for the Fresher's Fayres will be an important part of the process because it is these that are currently successful at grabbing the attention of students and ensuring that they sign up to particular events and promotions.
All of the poster designs use a number of typefaces to individually draw attention to each of the different things that will be at the Fresher's Fayre for the students to engage with. This is a succesfull way to catch peoples attention and also keep it fun. The designs are very colourful and playful, not necessarily the approach that I would have thought to work because most students are trend conscious and might not find this style visually pleasing.
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