NEW PROJECT – DIGITAL MATTERS
I come into this project with a little trepidation. I will be the first to admit that I consider myself more of a traditionalist, digital is an area I have not much explored. However, I will endeavour to put 100% of my efforts into learning new skills and gaining invaluable industry knowledge.
Your client is a mid to high-end very commercial large department store. They would like you to create a coordinating collection of 6 patterns to be digitally printed (created using your preferred medium) for the female 25-40 age range for Spring/Summer ‘19. These patterns are going to be used for their in-house collections across various product ranges.
Choose one of the following 3 product categories to design your collection for:
- Interiors (Fabric & Wallpaper)
- Tabletop (Mugs, Plates, Napkins, Placemats)
- Kitchen Textiles (Aprons, Oven Mitts, Tea Towels)
I knew which one of the 3 product categories I would choose straightaway…INTERIORS!! Stationary and Kitchen Textiles have a far higher turnover and are highly trend led. Interiors have a higher value factor and a far slower turnover, which is subsequently why I chose Interiors. I enjoy investing time in the design process so to choose Interiors would suit my way of working.
My client had researched the WGSN S/S19 and chosen 4 specific upcoming trends (made up from 2 larger trend umbrellas) able to fit their own brand:
COMMON GROUND: BUSY BLOOMS & CONSIDERED DECORATIONS
CREATIVE MANIFESTO: GRAPHIC MAXIMALISM & NAIVE DOODLES
It was apparent from the beginning that I would choose Common Ground. The trend encompasses a fusion of global community and nature, patterns influenced by universal motifs and local culture, subdued, yet rich natural and sun soaked colours encompassing a simpler way of living; right up my street.
How would I interpret this Trend? Highly textural surfaces considered, yet experimental, amalgamated from a number of different cultural sources. Organic marks and motifs will form a major part of this seasonal statement, celebrating the delicate forms and compositions found within nature, paying particular attention to negative space.
What is a trend? It mirrors development and change, inspired by topics such as Politics, Economics, Culture, Behaviours, Attitudes and Beliefs. It is a Global Design fit; hopefully my Design choices will not just allow companies and consumers to buy my products, but rather buy into me as an individual. Do I have to be a slave to trends? NO, being a consistent follower would not allow me to grow, both personally, creatively and professionally; commerciality is an imperative factor in today’s highly competitive market, but being original is far more important. Having the knowledge of what came before is vital if one is to predict what comes next. My motto? LOOK BACK TO LOOK FORWARD.
Why were we asked to generate buzz words and find trend influences for our chosen ‘micro’ (trends within trends) trends? Simply put, its the best way to generate ideas, research market trends, discover potent influences and share best practice with each other as creatives.
Buzz words for Busy Blooms: FLORAL, BOLD, VIBRANT, ORGANIC, INTENSE, RICH, BUSY, TEXTURAL, COLOURFUL, OBSERVATIONAL, FLAMBOYANT, CONTRASTING, EMBELLISHED
Trend Influences for Busy Blooms: LAURA ASHLEY, DUTCH MASTERS, ROMANTICISM, CHINTZ, SYMBOLISM, WILLIAM MORRIS, ARTS & CRAFTS, GEORGIA O’KEEFE, VAN GOGH, HOKUSAI
Buzz words for Considered Decoration: TEXTURAL, FOLK, RICH, SUBDUED, STITCH INFLUENCED, WARM, NATURAL, ARTS & CRAFT,, REFINED, TRADITIONAL, COMPOSED, TACTILE, ARTISAN
Trend Influences for Considered Decoration: INDIGENOUS CULTURE, ABORIGINAL, NATIVE AMERICAN, AZTEC, ARAB, PEASANT ART, FOLK ART, UTILITARIAN, NAIVE PAINTING, TRIBAL, STYLISED, MINIMALISM
Now that I understand the terminology of Trend, the evolutionary next steps identify what Theme, Style and Visual Handwriting are:
THEME: Not just an object, but visual storytelling.
STYLE: A way of painting, writing, composing, building, etc., characteristic of a particular period, place, person, or movement. Expressing thoughts through your chosen medium.
HANDWRITING: An individual’s unique and particular style. Without this, all designs would lack a personal and creative flair vital for a varied market.
Where do I go from here? I like the idea of choosing BUSY BLOOMS, it’s way out of comfort zone. Do I consider Floral design extremely feminine? At times times do I find it extremely offensive and completely over the top? Could I challenge myself by looking at the beauty and simplicity of the imagery of The Dutch Masters, or maybe looking at the more contemporary designs of Georgia O’Keefe? Can I draw that well? How would I go about creating something fresh, original and simple to push forward for all 6 co-ordinating patterns?
Or should I take the CONSIDERED DECORATION route? Could I emphasise pattern, shape and colour in a considered style? Which cultures could I look at? I don’t necessarily have to look at proportion and perspective, as most Folk Art chronicles a decorative, naive, tribal, primitive and outside culture.
I think it best to research a little of these two trend markets and finalise my chosen trend over the next couple of days. WISH ME LUCK.