This document provides an evaluation and planning details for a booklet on veganism. It discusses the planning and research conducted, including mock designs, researching vegan topics, and interviewing vegan bloggers. It describes the creation of elements like the front cover, a celebrity fact file, and a vegan cupcake infographic. Some challenges are noted, like the front cover taking longer than expected due to Photoshop issues. Feedback from surveys is discussed, with the front cover being a popular element. Overall, the document reflects on the planning and design process for elements within the booklet.

1. Evaluation
Jess Stanton

2. Planning
Before I began any work on my booklet, I practiced with factual writing in the forms of analyzing
pieces of factual writing which included extracts from instruction booklets to see what language was
used as well as the design and layout of texts for different genres and demographics. In order to
familiarize myself with designing a layout, a task I completed was by making a mock up design of a
magazine I had created. This spanned from laying out the front cover to other technical features such
as the name, fonts, font sizes as well as creative features including cover images and the colour
scheme I wanted to run with. This task enabled my skills to grow in Photoshop which would then aid
my skills used in the next project.
When I started the Veganuary project I naturally researched about Veganism in general as I had little
understanding of what the topic and lifestyle entailed. I began by researching on the Veganuary
website, the client of whom the booklet was for. This allowed me to find out about the organisation
and how they were started as well as what their website had to offer and what Veganuary's message
and aims are– to encourage people to go vegan for the month of January in hopes they will turn
vegan. I soon found a variety of topics ranging from vegan celebrities to accidentally vegan products
which then gave me a basis to start deciding what content I wanted in my booklet. I compiled research
covering vegan celebrities as well as other potential topics such as animal cruelty stories which
included foods that caused animal cruelty and so should be avoided. The brief given instructed that at
least one infographic should be created as well as one fact file. With this in mind I started creating
idea generations for different infographic ideas as well as fact files I could create along with potential
art styles I could use and other vegan topics I wished to include – some of which were the effects
vegans have on the environment as well as how changing to this lifestyle will improve your health. An
area which I was keen to research was vegan make up brands and which shops stocked it as I knew
this would be popular for many females considering going vegan.

3. For my primary research, I decided to contact multiple vegan bloggers as I felt this would be an effective idea to include in my book due
to many bloggers becoming so successful at the moment and as my target audience would be fully involved with social media. The
questions for the interview included ones such as ‘what helped you when becoming vegan e.g. other bloggers/cookbooks etc..’ and
‘what are your favourite vegan make up and clothing products/brands?’ I felt as though these questions along with others would give
my readers, as well as myself an insight into why different people went vegan based on their experiences as well as their top picks for
vegan friendly brands. I also wanted this booklet to show turning vegan in a positive light, and so I encouraged the bloggers to share
how their friends and families got used to their new lifestyle by creating the question ‘what did your family and friends make of you
becoming a vegan? Did they find it hard to accommodate to your new lifestyle?’
When thoroughly planning the process of creating my booklet on veganism I didn’t make a schedule although I had already previously
planned out what every page would consist of as well as generated ideas for potential fonts and colour schemes. Although a time plan
may have been useful in order to structure how long I had on each page, I was unsure how long it would take for me to create each
page and pages such as the front cover would take as much time as a fact file. As I had already had practice before this project on
creating an Infographic I was able to estimate how long this would take me to produce however other pieces were more complex and
so took longer than expected.
Planning Continued

4. My front cover was the first piece of my booklet I created as I felt it was a good place to start and would set the
theme I wanted to implicate throughout the booklet. I researched fonts on dafont.com which would fit a house
style suitable for teenagers around 16-19 years old, this meant finding san serif fonts which helped make the front
cover have a more modern aesthetic than a serif font would. After I had chosen the font and designed how the title
would appear - highlighting the word vegan and adding the Veganuary logo, I moved onto the main design of the
cover which was the tree. I was not aware at how long this would take me however I didn’t expect it to be as time
consuming as it was. Due to the numerous amounts of layers I was creating in Photoshop, the program ran slower
than normal. This was a major setback as tasks were taking a considerable amount more time than what should
have been a few minutes, in turn leading to the front cover taking almost two weeks to create out of the allocated
four weeks I had for production on the entire booklet. If this were to be in a professional context and I was
producing this for an actual client, equipment would be of a higher standard to avoid these complications and
allow production on one page to be completed in a reasonable amount of time - a couple of days maximum.
When I conducted a survey at the end of production showcasing the work I had produced, a question I asked was
which feature was the strongest in my booklet, to which I had responses saying the front cover was. Although I
believe this not to be the case, this proves the cover could be effective if available to a real target audience. I think,
although I am pleased with how the cover turned out, I don’t think it is my strongest piece. The main feature on
the cover is the tree and although it makes a big statement, is bright and so catches the audience’s eye, I feel as
though the background detracts from this as the light pink colour may seem rather feminine. Despite contrasting
and complimenting the tree well and additionally being the only colour I tried which didn’t either detract from
some of the contents of the tree or the logo and title, I think it may unintentionally change my target audience to
more female orientated thus not make it fully appropriate for the audience I intended to create this vegan booklet
for. This age range mainly focused between 16-19 years old however this could vary due to anyone being suitable
to try veganism. This cover allowed me to use more of a technique called rotoscoping on the various different
pieces making up the cover. This allowed my skills to develop and enabled me to find the style which I wanted to
carry through my booklet keeping every aspect consistent. Looking back now, I feel as though I should have used
more imagery not only throughout my booklet but on the front cover to connote to the audience what would be
found inside – providing context.
Next to my front cover is an example of a booklet’s front cover used for professional purposes. Although the
context in which these two front covers would be seen aren’t the same, the styles of both covers are similar. When
creating the tree, I included fruit and vegetables to make up the design as these are two food groups which appear
constantly in a vegan’s diet. I thought it was appropriate to use these graphics on the front cover, much like how
the professional booklet has been created by using signs and imagery associated with water, the environment and
danger, thus fitting with the theme of the booklet being about surfers and sewage. The colour scheme also relates
to the theme of water and the environment being mainly different shades of blue. This helps both the cover and
theme relate unlike my cover, as veganism doesn’t have a particular colour associated to the lifestyle. A similarity I
see between both covers is that the logo has been included, even though they are placed in different places. This
gives the audience the ability to look up the organization if they wish to.
Front Cover

5. I started this booklet with the intention of making it suitable for males and females. It was then fed back to me, through my
questionnaires that maybe a female audience would be more drawn to the booklet due to the light pink colour of the front cover.
To back this up, I received a comment that said my front cover reminds them of a design similar to what Cath Kidston would
create. Although this is praise and may decrease the number of males who are aware and suitable for this booklet, it may increase
the number of females attracted. My original audience was 16-19 year olds however as Cath Kidston, popular designs have proved
they’re appropriate for age ranges from 14 – 40 years old, this opens up my demographic massively, as seeing a design they are
familiar with my make them more likely to see my front cover, thus be attracted to it.
Another reason for using this design on my front cover so that it appealed to everyone was because if I had taken another
direction with the design and used real imagery, the images may have resulted in pictures such as the one below. Images like
these inform the viewer of the harsh realities of what animals go through in order for them to get their food or make up. Although
an image like this may have been effective and informative there is also a bigger chance that many would have been put off by
this type of content. This would therefore stop the booklet from becoming popular or successful and not allowing my target
audience to be informed of veganism because they didn’t take the opportunity to look inside after being disgusted by the first
page they saw. Although some audience members may find this effective and it may encourage them more to become vegan, I
believe a bigger population of people would be against it and so this is why I opted against the harsh imagery.
Front Cover Continued

6. Celebrity Fact File
As stated by the brief, at least one fact file needed to be created for the booklet. Since first researching veganism at the start of the project I had been
interested in including celebrities who were vegans as I feel it would help someone understand more about veganism if they were aware that people they
know of are vegan. I also want this booklet to help encourage people to turn vegan and to persuade them choose this lifestyle if they are considering it, so
this is why I think including celebrities and their point of view on veganism will help. I chose these six well known celebrities from different careers as I
have heard of all of them, much like most people my age however didn’t have any knowledge of them being vegan.
Originally this page was only going to be a single page, however after creating the layout of one page how I wanted it, I realized that three celebrities out
of the 13 I had originally researched, then cut down to 10 wasn’t going to make a big enough impact amongst my audience. I then decided to make this
into a double page spread and so chose three more celebrities who I thought would be well known amongst my age range from different jobs to use to
inform my audience on. I had originally researched the celebrity, their profession, their age and their take on why they went vegan which I believed would
be enough information to give my audience a start on vegan celebrities. I was able to complete this page much quicker than the previous as I already had
an idea of what I was going to do in terms of layout and design and I had already planned what I would write. The fact I changed this into a double page
spread was no obstacle either as I already new the style and layout the second page would be and so I was able to create it simply and efficiently; without
taking up more of my allocated time on the project. When I created the celebrity quotes in the font of my choosing – again another san serif font to show
the modern aspects of the page, rather than traditional font, I noticed it wasn’t very bold thus not standing out on the page, this was quickly changed by
making the font size bigger and increasing the size of key words further. As of this point in production I had not yet provided anyway of the informing my
audience on the celebrities’ details. Even though most of my intended demographic would know who the icons were, I felt as though adding who they
were would be a vital part of the page otherwise all logic would be lost if the celebrities were not identified.
Instead of following the same direction as the text for the celebrity information, I decided to take advantage of the circular shaped images and add some
variety to the page by crafting the text in the same shape as the images. For this double page background I wanted a faint background to allow every
aspect of the pages to be aesthetically pleasing however I found that bright colours were taking away from the information found on the page and making
it less legible. Instead of using a block colour I experimented with a gradient overlay
which allowed the background to have something going on on it however not take
away from the main purpose of the double page spread. By continuing with my
colour scheme of light, pastel type colours. I was able to pick a subtle green which
would fade from white to the green to grey across both pages. Not only did this
enable the page to become more interesting, allowed for the images of the
celebrities to equally stand out alongside the text but I also feel it is an improvement
and that colour scheme wise it fits a gender mixed audience better than the front
cover.
Fact file with no background

7. Celebrity Fact File Continued
Although I am pleased with how this fact file turned out, and that I used imagery instead of having a piece which was full of elements made in
Photoshop – like the front cover, if I were to develop this further I would spend more time on the title. Even though it is not the main part of the
spread I feel as though a well designed title helps grab the audience’s attention. Making the title a bigger size or writing it in the same font as the
quotes, as well as the celebrity information could improve the page overall as it would keep consistency.
Even though I believe this page could have been designed differently to prove more successful, the feedback I received from some audience
members told me otherwise. Comments by my audience stating their love for the incorporation of the name of the celebrity and the image, job role
and age were made as well as saying that its “great that you have enlarged some words as this really grabs the reader’s attention. I like the variety
between celebrities too.” When I created a survey for audience members to fill in - vegan or not, I asked a question on whether they thought they
had learnt anything from the booklet to which a couple responded saying they had learnt about vegan celebrities. “I didn’t realise loads of celebrities
I had heard of were vegan, it was interesting to see why they went vegan like if is was for health or for animals or other stuff.” This proves to me that
this page has been effective and if I did make improvements may hinder this as readers seem to like how it is presented to them.
As one of the main purposes for creating this booklet was for the organization ‘Veganuary’ I decided to compare my creation of the fact file to their
information on this topic found on their website. When I had the idea to create this double page fact file it was because I had seen this on the
organization's website and I believed this would be an effective idea to include in my booklet as many of my audience member’s, a similar age to me
would also be intrigued to see which celebrities are vegan and learn the reason as to why the went to this lifestyle. I chose some celebrities who
were on the Veganuary website however went on to find more from other reliable sources. One thing which I think aids the Veganuary website is
that those who are trying to go vegan or have turned vegan can share their story on their website and so not only are celebrities on this page of the
website but the public can join in too. I believe this to be an important feature and will effect Veganuary’s audience as it will allow them to be
inspired by people just like them to turn vegan instead of only seeing celebrities and so motivate them to try this new lifestyle for whichever reason
they desire. As well as including the public, Veganuary have a wide range of celebrities' on this page not just targeted at one specific age range, like
mine but for various demographics as Veganuary has a wider target audience and so needs to cater for everyone equally. As they have more people
listed on this page, they have also got a more wide range of careers the celebrities have, from artists, models to film directors as well as musicians
and actors. I limited myself to six as I felt this was a reasonable number to fit on the page without it becoming overcrowded but still providing a
variety so that every viewer will familiarize with at least one of the icons.

8. The first infographic I created for the booklet was this one on vegan cupcakes. I decided to make it a recipe as when doing research I found a
lot of vegan recipes however very few were of something sweet, like this. After finding a few and simplifying them and then re writing the
one I thought would be the best in terms of simplicity and convenience, I was able to start production for this single page piece.
I started by making the background to this piece a light blue colour. Not only would this continue the style and colour scheme to be carried
out within the booklet but also allow imagery included in the infographic to stand out and allow the text to be read easily. I decided to not
rotoscope but instead similar to the fact file, use real images however add a filter to them in order to distort their real look but still have
them recognizable when on the page amongst all the other aspects. I wanted this recipe and infographic to have a retro feel which is why I
used the filter on the images as well as the san serif font for the title and subheadings in the ingredients list – the black stroke and the drop
shadow gave the title presence and made it more eye-catching. While in the process of production I started having doubts that the
infographic wouldn't’ be the same style as the rest of the booklet, something which was an important factor for me whilst doing this project.
After researching in many booklets I found that even outside of veganism many publications which include infographics have created them in
a different style to the rest of the source, in what seems like an attempt to have them stand out as the reader is flicking through the booklet.
As this page was working it’s way to being one of my favourite pieces I had created, this seemed like something worth trying.
Although I wanted the infographic to stand out amongst the booklet – which I think I achieved, to keep some similarity between the
infographic and the rest of the booklet I used the same font for the main bulk of the text in this piece. I feel as though it fits with the retro
feel and reminds the audience that even though it is in a different style to other pieces they see, it is still in the same context. During this
project and this page I feel as though my skills within Photoshop have developed. This is shown within the layout and design of the
infographic – one of my favourite pages I created for this booklet. An example of using my Photoshop skills within this page lay in the
graphics of the cupcake tin, an image which was originally empty. However after needing an image of cupcakes in a tin later on in the page,
to show them baked, I was unable to find one which looked similar and so I decided to find a picture of a cupcake and incorporate this into
the original tray image myself. This became effective as not only was context given correctly to the reader but also reinforces my aim of a
consistent style.
If I were to revisit this page and develop it, I would take into account the feedback I have gotten from audience members. One feature stated
in my feedback from audience members is by using less text along with each step in the recipe this way, more room would be made on the
infographic, clearing it up and making it look more structured. I agree with this point made however when re writing the method, I found it
hard to shorten steps even more than I did without getting rid of important details required in the recipe. To help solve the issue of some
readers finding the space too full, I could alter the font of the text and so not only would this make the text look smaller and the page bigger
but a font which isn’t all in capitals may appeal more to an audience as the current one may be overwhelming. A criticism that I would make
myself, looking back at the piece after production would be the step numbers. Although they may be one of the features which helps the
page from becoming disorganized I think to improve the simplicity and sleekness of the page, I would structure the numbers in the same
place in each step e.g. place them all in the top left corner. As they aren’t in a uniform place I think this improvement would prevent the
opportunity for confusion when a reader may be trying to put the steps in the method in chronological order, taking away from the efficiency
of the recipe.
Vegan Cupcake Infographic

9. Below, I have found an existing cupcake recipe infographic. Although this one may not be vegan and so not found in exactly the
same context, in terms of design and layout, a lot can be compared against my original infographic created for this project. The
background of the professional one, although pink which may cause the genders to split, is not just a solid colour and so is a way
in which the page instantly becomes more interesting in a way which takes very little time. This could have been a feature I
considered including in my infographic however I feel if this were present, it would detract from what is already going on on the
page and just end up being one more feature which may make the page look cluttered. Between the infographic I created and the
one made for commercial use, I would say the latter, in terms of layout if more effective and looks more structured. The method
has been split into six sections and even though steps on my infographic are numbered, the other looks and is more organized.
One area where I believe mine exceeds it that with each step I have included illustrations alongside text and the text is bigger
which may appeal to readers who do not like to read big blocks of text. This could be argued as the professional piece has
illustrations along with text in the ingredients list, however, as mentioned earlier, I feel as though images are more effective next
to bigger pieces of text instead of lists.
Vegan Cupcake Infographic Continued

10. For my double page spread, I wanted to conduct an interview with someone who was vegan. This would allow anyone wanting to
learn about veganism and whom may want to try the lifestyle could get a first hand opinion from someone who has lived as a
vegan for several years who has tips and advice for my readers. I decided, as my age range would be primarily be teenagers who
are heavily involved with social media, I thought to interview an up and coming vegan blogger. I searched on Instagram for
someone who was gaining a large following, and so would be up and coming as well as an Instagram and blog which captured my
eye and got me interested, to know for sure if they would have a chance of being a person who my audience would want to learn
more about. Once I had compiled questions to ask my chosen bloggers I emailed them informing them of the purpose of these
questions and about this booklet project.
Although I didn’t gain as many responses as I would have hoped – having sent out five emails and only received two responses I
luckily received two which were heavily detailed. I then chose the response which was the most detailed and wrote the answers
to the questions in many drafts until I was content on the style I had written it. The first draft consisted of just the questions in a Q
& A form with a short introduction talking about the blogger and her background on social media. For the second draft I decided
to write it in the same style however take information I had found out about the blogger and writing it in words of my own for a
short introduction. The third I wrote in a style which was more of an article style where I wrote information about the blogger in
my own words and included direct quotes. I also proof read this draft and corrected some grammar, re wrote sentences and
included information from the questionnaire she had filled in which I thought couldn’t be use however found an opening to
include it in the article.
As this was my first time creating an article in InDesign I believe I did well and used skills I had previously learnt in short tasks
before production. These skills included being able to illuminate the letter at the start of the article to add interest and
appearance to the text. Another skill I learnt was how to organize the text. Although I had already layed the text out in
paragraphs, using alignment tools on InDesign, I was able to make sure each paragraph was the same width, creating columns of
text making the page of text look sleek and uniform. This was also aided by the use of not hyphenating words, allowing easy ready
for the audience. Another technique which I used in this article was pull quotes. These allowed me to tease the viewer when they
skimmed through the page before reading it by making some of the quotes found in the article in a different font as well as in a
bigger size.
Something which was key in this article was imagery as much as text. Text is very effective on informing the viewer of the topic in
hand however an article would not be fully effective and successful without images to anchor the text as well as provide
something more for the audience to look at and adding interest. Once I had chosen the blogger I wanted to interview I emailed
her again asking if there were any pictures of her she wanted me to include in the article. Along with these images I found some
on her Instagram which would give the audience a taste of what her content online would be like.
As well as imagery and text I was keen to add in extra information such as contact details. Underneath the bloggers images I found
on her Instagram I added the logo of the social network site as well as her username. I also did this with her twitter username and
her blog address. At the top of the article, as a form of title I included the header found on the bloggers website. This would not
only give the viewer the information as to what her blog was called and make it easier for them to find the article if they were
flicking through the booklet but also in a sense promote her blog by using content from it.
Double Page Spread

11. These pages in the booklet were the most difficult to create because I was unfamiliar with InDesign, having only had little practice before;
so was unsure how to lay it out in the most effective and aesthetically pleasing way. Other factors which may have let these pages down
are the fact they were the last pages I had to do meaning the little time I had left on the project and little preparation I had done on the
layout and design may have reflected onto the final pages. When the project drew to a close and I sent out my survey for target audience
member, 16-19 year olds of both genders I received feedback on what they liked and what were the strongest pieces, to what they
disliked and thought could be improved. Probably the most popular aspect to improve was how much space the article took up. The lack
of text on each page and the large amount of empty space along with it made the article appear “boring and flat.” Looking back on the
finished product I completely agree with this comment and how having an article with not as many pages but with more writing and a
fuller page is better than an article spread across more pages with little happening on each page making them practically bare and bland.
Something which may have helped with this would be more images as well as condensing the amount of pages I spread the article
across, improving the layout.
A piece of feedback I would give to myself would be to design the text around the pull quotes instead of having them look as if they have
just been placed on the page with no thought as to where they should be composed in order to make the page more aesthetically
pleasing and professional. Along with this, although the different font helps them stand out, it may hinder to the appearance as the fonts
do not compliment each other. Perhaps a san serif font should have been used along with a serif font to allow them to nicely contrast
with each other. I also got a comment similar to this about the images I had used and that they were “placed randomly.” I agree with this
comment to an extent as a few do look out of place alongside the empty space and it made me think that maybe I shouldn’t have placed
one on an angle, even though it added diversity to the page, it may have actually just looked out of place alongside the other images
placed on a straight angle.
Double Page Spread Continued
The information within these articles may not be of the same genre however I can
compare elements of design and layout within my article compared to one made
for professional use in NME Magazine. One of the first things I notice about this
spread and mine is that the former is on A4, allowing more space for text. With
this aside, another difference is that the pull quote has been framed by the text of
the interview, a technique which is effective in any article - something which I feel
I should have used when in the production of my article. The colour scheme for
the professional article and the use of the orange capital letter helps reflect the
colour scheme and brings the colour from the picture on the left page of the
article onto a page filled with mainly text, linking the two together. Illuminating
the first letter of a paragraph has also been used further down in the article, as
well as an image which fits the layout of how text would appear if in place of the
image keeping the layout sleek and structured with no empty space.

12. Another idea for this booklet I planned before production was to have a page on vegan facts, showing my audience the positive side of
living a vegan lifestyle including what impacts it can have on the environment. I wanted to feature this topic as a thought many people
have is that if they, just one person going vegan, will have an impact on the world and make a difference. This page features answers to
these doubts as well as displaying some harsh yet realistic facts about cruelty to animals and what is happening to the world today.
I started by going through a pro forma I had created on potential topics I would cover in my booklet, the first piece of research I did and
found areas which covered aspects of veganism such as animal cruelty and impacts on the environment. From here I dug deeper and was
able to find facts from sources including the Veganuary website which allowed me to find 12 facts covering various topic within veganism.
This then lead on to re arranging the facts in an order which was not chronological but would show positive signs of improving the world
as the reader read on. Starting with facts about how much of the earth’s land was being used for animals, just to end up killing them to
ending with how many animals the average vegan would save in their lifetime – a fact which shows that even one person turning vegan
matters would allow me to show how we are progressing in terms of saving animals and improving the planet. I included facts about
saving animals and animal cruelty as this was a big topic I wanted to cover in the booklet however never found room to. By featuring it,
even briefly on this page allowed me to mention it without it being from someone else’s mind, like it was in the quotes from the vegan
celebrities page or the article. If I were to re visit this booklet I would find room to fit in a substantial part about cruelty to animals as it is
one of the biggest reasons, if not the biggest reason as to why people turn vegan. I would redesign my multi page article, decreasing the
amount of pages it spanned over, which in turn would leave a page free for me to address animal cruelty.
When it came to production, I found that in order to make the facts stand out and be effective, they needed to be a reasonable size,
which meant I had to discard four of the facts I had originally sourced and not use them. When researching for facts I made sure I was
seeing the same facts in different sources to prove they were reliable an accurate. The facts I was unsure
of were the ones I got rid of as well as being ones which I thought weren’t as informative as others and
so wouldn't make as big of an impact compared to others.
Vegan Facts
As I had already created an infographic and a factfile I decided to combine the two for this and create a
page of facts which I would represent through graphics in an aim to make it more aesthetically
pleasing. I believe I have achieved this due to the skills I used along the way and the feedback I
received from my target audience. As I had already made an infographic before and I knew which facts
I was including and how I would roughly design this page, my time management for this piece proved
no challenge as I was able to complete it in under a day’s worth of production. Through my feedback, I
can see that my audience’s responses were all positive when reacting to this piece in the booklet.
Some agreed that it was their favourite piece in the booklet for many reasons including how “ the
imagery has been used to illustrate the facts that you are trying to get across.” and how “each piece of
information has small diagrams to help the reader understand and visualise the facts.“ One feature
which I was unsure about was whether or not to add a background as this would provide a second
element in the page which would fit in with others in the booklet (the first being the font) making it
flow better in terms of style. However with this in mind I feel as though a background may have
detracted from the information presented.

13. I wanted the last page in my booklet to be informative and also be it’s own piece which would allow the booklet to draw to a close instead
of being a page which ran on from the previous one. When researching I found various brands which were vegan such as vegan make up
and clothing brands however I was intrigued to find an entire vegan shop. As I learnt more, ‘Veganz’ is the only fully vegan store in the
world and based in Europe, they are hoping of opening shops in the UK in the near future.
Previous to production I planned out what the advert would consist of including the date the shop will open and where they will be
situated. These factors, plus others proved hard to include in the advertisement as no information has been given in relation to where and
when the store will open and what sorts of products it will include. As this was a major flaw in my plan to include all this information in
the advert, I then had to re think the contents of the advert in order to still make it effective. When conducting further research I found a
video explaining what Veganz was which included the founder talking about his hope and achievements for the shop and veganism in
general, in which he said a quote about how he believes the vegan diet is the healthiest and most environmentally friendly. This gave me a
starting point and so I decided to use the quote along with the logo in my advert and have it be informative even if some information
could not be presented. After looking on the Veganz website I was able to find images of existing stores and so I used these in my advert
in order to provide context for my audience so they could see what the store may look like both inside and out.
When deciding what style I wanted to design the advert in, I took into consideration the house style of the company and their brand
colours as well, with help from the image of the shop, what colours the store was, to link the advert to the business and allow them to
have the same image. As well as wanting the style of the advert to match the brand’s style I was also planning the design to fit with the
front cover, so that when the booklet was open and the covers were next to each other, the background would spread across both page,
bringing the two pages together to look similar and as part of the same booklet.
The font was also chosen in this way. As well as the inside pages having consistent elements running through them, allowing the house
style to be present and easily recognizable, I wanted the fonts of the front and back to be the same so that the outside covers are
provided with a similar style. This is the reason, not only for choosing the same background colour but also choosing the same fonts for
both covers. I chose to use the font on the front page instead of the one I had been using throughout the booklet for another reason as
well as matching the front cover. When I noticed that the Veganz logo was a san serif font and in lowercase letters I wanted the rest of the
writing on this page to compliment the logo and the fonts of it, something I didn’t think would work with the other font I had been using
throughout this booklet on pages such as the vegan facts page.
Visually, I think I have done well with this page. I like how I have composed each element to allow aspects such as the layout of the images
to be symmetrical, something which I think aids to overall look of the advert as well as having text either side of the images instead of in
one big block. Not many complex skills were used in this piece however I think this plays to the advantage of the advert. I think the simple
aesthetic of the page works really well in drawing in attention due to the use of the bright colour scheme as well as the real imagery - I
was keen to use more of this within this booklet. I think the element which lets this page down is the lack of information given about the
actual shop opening. As I could not find any reliable information on the shop, I tried to combat this by including the website of Veganz in
order to send my audience there in case they wanted to find out more, about the store or the company and history of it in general.
Advert/Back Cover

14. From the feedback from my audience, I can see that they also think this page is effective in terms of layout
and design. I didn’t have any major improvements for the advert however all the comments praised the
design “the colour scheme and fonts are really nice, and the layout is very clean” and not the text. This may
imply that the text and information didn’t make that much of an impact on my audience and so in order for it
to become more effective I need to include more useful information about the event.
An example of an already existing shop advertisement is this one by The Body Shop. These two
advertisements have some aspects and techniques in common which help draw attention to them when
promoting new products. Although both sources are focused on retail contexts, they may not be featured in
the same places. An advert like the one created by The Body Shop may be seen in a shop window or a
brochure of their own unlike the Veganz advert found in a booklet for an organization such as Veganuary. A
similarity I have noticed between the two is the layout of the advertisements.
When I was doing research into other adverts used for commercial use, every single one had included some
form of logo or branding as it is part of promoting the product or service. Although the logo in these two
adverts is positioned differently, they are both composed at the top of the advert. This is a common place for
them to be seen as the reader naturally reads from top to bottom, as they would do when reading a page in
a book, magazine or article. This is taken into account by producers, and myself when creating an advert and
laying it out so the reader can get as much information from it as possible thus making it an effective piece.
Another design feature which can be seen in both pieces is how the main subject to the advert - the image, is
placed in the center of the page, drawing maximum attention to it. With this element, informative text has
been placed either side of it with how the audience will read the advert in mind. By placing the logo and
opening statement at the top, normally a bit of text, gives the viewer an idea of what the product or service
is. The image is then placed as the next thing the viewer will see as they scan down the page as well as the
biggest element on the page as it’s the main point of the promotional material. Extra and additional
information will be placed under the image as it is the last thing the viewer will see and sometimes the least
important - so that if someone glances quickly at it, they aren’t missing vital information at the bottom of the
page, they have read the important details at the top of the page.
The layout of the two adverts are similar and so is the colour scheme. Although different shades of green and
pinks, both sources feature these two colours as their primary colours for the advert. This is because as well
as both being found in a retail context, they are both featuring information in relation to fruit. The Body Shop
has been noted as an organization that even though are not fully vegan, have taken steps to improve their
ethos and so with this in mind, this campaign helps show their enthusiasm to introducing products which not
only are friendly to the environment, but also, in this ad are benefiting charities too.
Advert/Back Cover Continued