OUGD504 - Design for Print - Concepts Critique

Below are the three distinct concepts considered for the publication, supplying differentiating directions and design potentials.

• Concept One - Luxury Brands of London A-Z.
• Concept Two - Luxury Brands of London Directory.
• Concept Three - Celebratory Bond Street Publication.

Today's critique will enable establishment of a clear concept to take forward and develop over the coming weeks to create an outcome that reinforces and enhances the collated London luxury retail content and provide opportunity to create a polished, high quality outcome suitable for purpose and target. 

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Response to the three devised concepts consisted almost unanimously of the idea to amalgamate the three ideas - taking the best from each to create a more focused and considered resolution.

In relation the the first concept, it was suggested that an entire A-Z of brands was perhaps too ambitious given the timescale of the project, and that a more selective brand approach would allow for a more content specific resolution to be curated. The alphabetical ordering of the publication however was something that was encouraged.

The second concept was met with more enthusiasm in the creation of a brand directory, especially in regard to target appeal. It was however still suggested that something was needed to further refine and provide specific direction for the publication to ensure explicit objectives could be set.

Finally, the third concept accordingly provided the element of refinement and explicitly specific direction that was needed in the form of a Bond-Street specific publication.

From this critique an explicit publication rationale can be devised that will allow for all design decisions to be made with informed knowledge on what the aims of the publication are and the target it needs to attract.