Defined target audience & information about them:
- 20 - 25 Year olds
- Young professionals
- Both male and female
- Still interested in classic literature from their childhood
- With an educational/intellectual background, possibly students
Design specifications
Colours -
My first initial thoughts for colours were black, white, red and gold, based on the colours of playing cards, as this is relevant to the story of Alice in Wonderland. At first I thought of using six colours.
I decided just to use 4 colours, and then use the halftones to get the other shades, as this is more environmentally friendly as less inks need to be used. Also the two colours that I have removed probably wouldn't be needed.
Here are the half tone percentages for my colours.
I changed the brief so the m&s logo doesn't have to be on packaging as this would require using spot colours.
Fonts
I am going to create a font, based on these fonts which I think are most relevant for the theme. I am going to hand draw this, tracing off bits of the letters in the examples below. They I will scan in my hand drawn typeface and turn it in to vectors, tidying it up and making it legible. The text should be decorative, to match with the style, but at the same time, the quotes will be quite long, so the text needs to be readable in a block.
Stock
The picnic carrier would need to be printed on to environmentally friendly stock, such as the materials I have looked at from vegware. For now though I will just be printing on to the stock that is available and printable to me in the time given.
I collected a few stock samples to choose the right colour, weight and texture of my paper for printing. I wanted a strong, off white colour, so settled on cartridge paper for my products. For the actual packaging, as I need to go up to A1 printing, and I need my product to be very strong, I will be using thick card, which is white, so the colours will be slightly different.
