What is the Design Concept?

Struggling a little to develop a solid design concept so shall follow the steps given by Andy in class to help me get my head around it.

FUNCTION:

The propaganda images are about the darker side of gambing. How the lure of gambling, its addictive nature, is dangerous and consuming, leading to very serious problems for individuals within society. I intent to persuade through use of aversive stimulation, conveying the consuming and addvicture nature of gambling to my viewers, through paralleling the fall into addiction with a dark, monsterous fantasy world.

BEHAVIOUR:

The style I feel best suits this message would be a combination of realistic photos, with use of manipulation, and digital art techniques, such as digital painting. This would help to depict the dark fantasy world combined with the real gambling world. The visual narrative strategy I aim to use is 'direct narrative' to covey a clear message to the viewer.

STRUCTURE:

I aim to have various consistent elements to my images, through use of similar layout. The appearence would be more realistic than abstract but will have elements of the surreal to depict the fantasy world. The colour palette would make use of fairly dark colours; dark blues, greens, puprles, reds...perhaps with some clear whites or yellows in areas I wish to grab attention, in particular white for font. The font would be consistent throughout all images, it would likely be thick and bold to grab attention, and to jump out from the rest of the image, possibly Franklin Gothic Heavy. The media would likely work best in A3/poster size.