Print Catalog Design

PURPOSE

This design artifact is a portfolio catalog for a museum art exhibition event (as part of a college course assignment for GRA 350). This catalog is designed to be a printed asset that highlights the artistic work of one of the exhibit artists, Colette D, and her image portfolio, Portraitry & Flora Fusion. The audience for this catalog is attendees of the museum event, which includes a diverse audience demographic. To be effective, this asset needs to feature the artist’s work and biography in an artistic layout that makes it easy to admire each visual asset at a time. It also needs to communicate information about the artist as well as relevant information related to each image in the collection. The overall design also needs to be consistent with other assets developed to promote the museum’s event.

DESIGN RATIONALE

The overall concept of this printed catalog is a modern, structured, and minimalistic layout such as you’d see within an art museum. This concept is designed to complement the nature of the museum, art exhibit, and diversity of the artists, by allowing each image to be presented in a unique and independent way with strong negative space surrounding each image to draw the viewers focal point in. It communicates the message of the event details, such as the event name, location, and dates, as well as tells a story about the artist. It also communicates details about each of the exhibit images. It uses minimal accent colors to compliment the artwork – purple and blue – that add vibrance and grab attention without being overwhelming or taking away from the images. Hierarchy and color are used to create contrast to make the content easy to quickly navigate. Repetition on the text headers and layout for the corresponding image details also make it easier to quickly identify the information when browsing from image to image. Spacing is also consistent throughout, and though the images are each different in layout, they are offset to create an overall balance for each spread.