ASSIGNMENT TWO:

Point of sale display...
Part one: Research. 

The brief: 

 'To create images which will be used within a campaign for a supermarket, to package and promote a range of seasonal foods. 

 The supermarket is respected for the quality of food they supply. They want to promote this notion of quality in their design and packages. 

 The finished images will be a 'point of sale' display sited in a store near to the fruit and vegetables. The final reproduction size will be 12x12 inches. Your artwork can be the same size or in scale.'

 What makes a good 'point of sale' display? 

 I looked at UK media brand 'Serendipity2' for the detail to consider. The advice is as follows...
  • Be bold and brilliant.
  • Highlight the benefits of the product.
  • Bright and vibrant colours grab people’s attention.
  • Make the most of showing offers and discounts.
The key word in my brief is 'quality'. The definition for my own clarity: 
  • 1. The standard of something as measured against other things of a similar kind; the degree of excellence of something.
  • 2. A distinctive attribute or characteristic possessed by someone or something.
I looked at 'point of sale' marketing for Marks and Spencer, a brand with a successful food market, renowned for quality: 



I am actually surprised at how simple these images are, a row of 6 mince pies, a tray of strawberries, a close up scotch egg, a boiled egg and soldier. They are simple yet visually stunning. The food is unblemished, perfectly formed and bright. Appetising. Delicious. Beautiful. M&S TV campaigns are the same, stunning imagery.  


 What is in season? 

 I consulted the 'The Great Grub Club' to get an idea of what fruit and veg really is best in season. In the UK we are fortunate enough to have all types of fruit and veg all year round, imported in, however 'home grown' has its natural timings. My notes in a spider diagram: 



For inspiration I took a close look at fruit and vegetable paintings by contemporary artist Zazie Bulles and added these images to a mood board. I adore these images. They are different. Bright and bold. Energetic. Exciting. Rough edges yet so precise in detail and refined .The perfect use of colour, so accurate and so vibrant against the white background. 

I especially like the vibrancy of the beetroot: 

I've also enjoyed the work of contemporary artist Robert Abriola. The drawing is made up of lines, I haven't seen this style of drawing before. I like it. Gorgeous use of water colour. It is unique. Accurate. A subtle use of background colour.  An intelligent interpretation. 

Through looking at the current collections at the Tate, in contrast, this traditional painting (1864) by William Henry Hunt. Watercolour on paper. The colours seem too deep and strong to be watercolour. Through research, I read that he had created a new way of mixing his paints to achieve this depth. So perfect in accuracy. I love the way I can see the texture of the fruit, especially the peach. I can see the shine one the grapes and the blemishes and imperfections of the plums. Strong and traditional. A true likeness. 

REFERENCES: 
Marks and Spencer. 
'The Great Grub Club'. 
tate.org.uk. 
Robertabriola.com . 
Serendipity2.com 

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