Animation of Final Design

Presentation Board and Rationale

Rationale

The design was inspired by the three dimensional requirement of the brief. This requirement has been fulfilled with an object, which has depth and is interacted with. The business card relies on human interaction to carry out its purpose, advertising and informing the reader about the corresponding business. A finger is inserted upwards in the cylinder, pushing the four segments through the top, which fan out like a claw or sprinkler, contact information is then revealed to the customer.

Renders

Final In SketchUp

Concepts

Conclusion

Conclusions Drawn From Research

·      In order for the business card to become 3D, it must stand/fold into something. Some sort of mechanism is needed to allow it to be classified as three dimensional.

·      A three dimensional business card can be achieved through INTERACTION with human. Therefore the function almost become reliant on the user, otherwise the card and details won’t be comprehendible.

·      The disadvantage of designing and using a 3-D business is that they be awkward to store in bulk, or to transport as business need to take them when ever they travel.

·      Folding methods could prove to be too complicated for new and unfamiliar users; if the folding method is not obvious to the user. Therefore the design need to be simple and the operation of the card need to be clear to the user.

·      Twiting and turning mechanized method would be a method worth experimenting with in concepts.

·      EYES AND HANDS are the two main body parts, which the card will interact with in order for it to become three-dimensional. However this doesn’t mean that the other senses can be forgotten, such as taste, smell and sound. Nose and ears may be hard to incorporate into a design, as the user doesn’t really require a physical interaction with the card-i.e. hands.

·      For aesthetic purposes backward text could be applied so that a mirror is required to read the text. This concept can be used for a glass business or transparent materials would be suitable for the card.

·      Pop-up methods is another solution however doesn’t involve much interaction with humans-just simply opening a book. It almost works like a pop in the box, as opening a business card and having an image extrude from the surface is unexpected like a jack in the box. Even though there is minimal interaction with the user this increases its success rate, making it a reliable solution.

Inspiration Research

Origami

In order to allow paper to become three-dimensional folding is required, origami is a prime example of this. Objects such as a plans, hats, boats and stars can be constructed so either the business card could be all ready folded to one of these shapes or the user is handed a piece of paper with instructions on it and when folded details about the business are revealed. The box formation would most probably be the most effective solution as information would be easy to comprehend on the sides as there is enough room to print there, making it clear to viewer. The box follows a very basic shape however it establishes the three-dimensional specification asked of in the brief. A plane would work as well as the majority of people are familiar with the process of how to make one. Dotted lines would be printed on the paper so that the viewer is aware that folding is required in order for them to appreciate the full functions of the business card.

The Illusionist - Locket

In this film the protagonist gifts a locket to his lover to symbolize their secretive love for each other. Originally the locket appears like a normal pendant so that no-one suspects anything however once he begins to separate and maneuver parts of the pendant it transforms into a heart shape which eventually slides open to reveal a picture; like a locket. It is techniques like these, which can be applied to the business card design. The pendant shows how deceiving something can be and involves the user without creating a challenge for them and leaving them intrigued to enquire more. An advantage of this design is that it only consists of one component, therefore everything that is needed to function the design is included. The only criticism I have on this design is the final shape. The heart would not be the most desirable shape for the business card as it is over used and stereotypical. Also information may be difficult to apply in this area as it only has one line of symmetry.

Interaction Research

Interaction

The most common senses that are used to occupy the card are hands and eyes. Hands are used to pick up and hold the card where eyes are used to see and visually appreciate it. Hands can have many different positions such as hold, grasp, push and pull. Taste is one example that I collected off the internet however this would not be suitable for a business card due to hygiene reasons as the card may be placed on unclean surfaces or fingered by others. Also even though people are interacting with the design it doesn’t create a three-dimensional aspect to it, failing to meet the requirements of the brief.

Research 3D Business Card Design

Examples of 3D business cards

This stencil-like card resembles the activity of dressing paper dolls, where you punch out the items and then combine them to create a finished product. In this case the finished product is some form of transportation that has been constructed with the punched out letters from the business card. To create the vehicle the user would acquire a high level of creativity and patience to figure out how to arrange the letters to make a structure. Letters can have very organic shapes making it difficult to combine and develop a reliable structure. In the end the original two-dimensional card transforms into a three dimensional one. However once this transformation has occurred the original state of the card is hard to obtain, so the user can use it as a reference for future use.

Pop-up is an effective method of creating a three-dimensional business card, as the action required from the user is minimal and unchallenging. It relies on a fold, so all that is required of the user is their ability to open something, much similar to opening a book. Majority of people are familiar with this task, which increases the success rate of this design and technique, provided that it is constructed in a reliable manner. Pop-up can also be entertaining for the user because it is unexpected. Height of the pop-up can add to the dominance of the extruding image or words as it draws addition attention towards it. Either the logo or name of the business would be the part that pops up in the card, as it is the simplest piece of information included in the design, and the remainder of the details would be left two-dimensional.

This example is deceiving with its ability to transform from two-dimensional to three-dimensional-a flat rectangle is folded into a chair. The end result is impressive if carried out correctly however the intellect required to do so would not be at an average level. Time would be needed to figure out this supplementary feature of the card. This concept is successful because in order to construct the chair formation no glue or extra pieces of paper are needed to do so-the card is independent, to function as it is. If more pieces or materials were required to bring the card to life, other than the assistance of the user, then viewers would be reluctant to discover its hidden feature.

The type of business being advertised in this card is obvious with its intertwining cog mechanism-an engineering one. The user generates the cogs’ movement as they spin one of the side cogs that have not been completely covered by a layer of paper. This generated movement physically shows how one small, simple movement can affect others, significantly. There is a lot of detail in the construction of the card, as each cog needs to be evenly spaced to flow smoothly and efficiently. The spinning movement doesn’t necessarily produce a three-dimensional object however it brings life to the card. This movement creates inspiration for concepts as the user can spin or turn something to reveal a piece of information for the featured business, and this can then trigger another piece to be revealed.

From this a slide technique is another method that could be applied to the business card, as information could slide out from underneath a piece of paper, or in this case the action would reveal an enclosed object or objects. If a similar method was applied to the business card then it could contain a gift for the user, a source of encouragement to use the business and become fond to the user. The concept wouldn’t have to be rectangular however it would be difficult to escape the box formation because differing angles would not develop a uniform movement, back and forth.

This business card has been constructed from a stretchy material and entails the strength and tension of a user to make the text legible. The material is sensible in the sense that the cards wouldn’t occupy a significant amount of space therefore storage would be manageable. Since the material is stretched, only a small amount is needed to produce the card, resulting in the business saving, financially and being able to produce large number from a small piece of material. Three-dimensional isn’t a major factor in the construction of this design, therefore expressing an unsatisfying result in relation to the brief. Stretching would also be a difficult action to include and develop into a concept as this movement could weaken a design each time it is used. It can also cause parts to wear and move resulting in a gradual deterioration in appearance and performance.

Above is an example of an unexpected shape to be associated with business card design, a prism. Even though this appears to be a complicated shape it has the ability to be stored efficiently, as when a numerous amounts are produced they can be stacked in a puzzle formation. Using this shape would mean that a piece of information would be featured on each side of the prism encouraging the user to rotate it in their hands and appreciate the card from all angles. In this picture the sides can be folded down to reveal further information. This creates inspiration to the layout of words and information-on each side of the prism could be a question, which a corresponding answer underneath. This creates a curious attitude for the user as they can ask the questions and since they are unfamiliar with the business they will feel inclined to enquire more about the business.

Research Existing Business Cards

Existing Business Cards

The above design requires assistance from the user, to move the top layer and reveal the information below. The movement is radial which supports the type of business it is advertising-hypnotist. This technique creates a larger surface area the card, hence more overpowering as the user become more intrigued with the design and business, just like in a similar way hypnotism does with people. Through twisting and overlaying card more information can be applied to the card, hence the user becoming fully informed of what the business has to offer them. The mechanism is definitely worth considering in concepts as it can be applied to a three dimensional shape.

These examples do not achieve the three dimensional specification however folding is a technique which can develop this idea for the card. By folding paper in a specific way you can create shape, or decrease the size of the card. i.e. in the first example it resembles a road map which can be folded down to a manageable size or traveling but when required it can be unfolded revealing the true size of the paper and creating more space for information to be places. Therefore is a business has a large amount of information they want to present their potential customer, a folding method should be considered in the design so at first glance the design doesn't appear too overwhelming to the viewer.

The second example unfolds to a long rectangular shape, which uses the folds as a form of support to stand. This is the beginning of creating a three dimensional business card because it does not sit flat on a surface. However in order to satisfy the the specification the designs needs to be interesting from most angles. This design fails to achieve this because from the top it would appear as a zig-zag line, with no shape.

Business cards can be made of metal, if well suited to the business they are advertising. Here are two examples, the first are metal dogs tags therefore giving them the ability to be attached to chains and serving another purpose such as a key ring. This is effective advertisement as the person using it would be constantly reminded of the business, resulting in them returning to them for future projects. Using metal as the core construction material also means that the design is durable and reliable therefore the risk of breakage is minimal.

The second design must have bee constructed with a more solid metal as it has a multi-purpose feature as well, to be a cutter. This inspires a box concept as the card would be three dimensional with storage capability for later use by the customer. Personally the cutter idea would not be a successful design because it would only be able to cut non-edible items and generally they tend to be quite rigid and firm, due to hygiene reasons. It would be suitable for thin materials such as paper however there is very little control of how straight the cut would be.

These examples explore shape, in the first example uses text to create shape with it circular arrangement. The eye is drawn inwards with its radial quality that text arrangement creates which is also supported with the font size. Around the outside the font is largest and therefore the most important information; the business' name and what they do-Richard E. Smith, Photographer. As more details are added, the font size decreases allowing them to fit inside the circle made by previous text. Arranging the text in a circular formation may become an obstacle when trying to read it quickly. An interested customer does not want an intricate design otherwise they are more than likely to ignore the card and therefore the business as well. A business card is seen as a form of advertisement for the business and needs to draw positive attention to it.

The second example on the right hand side has arranged its text to mimic the shape of the card. This shape is only a segment of a circle, allowing the arrangement to portray a circular characteristic. This arrangement is more effective than the other as all the details on the card can be read from angle only-the viewer doesn't need to rotate the card in any way. Once again these do not meet the three dimensional specification of the brief however it is the shape which can be applied to concepts.

A three dimensional influence is beginning to appear in this concept design as lettering has been raised above the flat, rectangular surface. By raising the specific words it allows them to stand out more than others, creating a sense of dominance for them. Therefore the most important details should be raised such as the business' name or their specialities. The majority of the card has been produced with a translucent material allowing the opaque, raised text to stand out further to the viewer. This material also adds to the three dimensional appearance as it sits above the surface rather than sitting flush like the previous designs.

This is another dental clinic's business card which is fails to fit the three dimensional aspect of the brief however it has sill managed to present the correct ideas. the main feature of this design in the indentation of a bite mark. Biting is an action relevant to the dentist because it refers to the mouth/jaw movement and it is through eating in which can protect and damage our teeth. The backing colour, white, it very stereotypical of business card however it is a suitable choice for a dentistry, as it is their aim to give their clients clean, white teeth. White is also excellent for making shadow visible therefore this enables the bite mark to appear visible to the possible customer. If it was dark colour such as black or blue the imprint would not be visible because a shadow is dark as well and therefore canceling out the imprints effect and purpose.

A scrapbooking influence is apparent in this design with the teeth and dental floss featured at the bottom of the card. Very simple colouring has been applied; no shading is visible. A substitute for the green maybe a future improvement for the design as it does not compliment the idea or the business' aims. A dentist is known for its clean and pristine appearance however the green works against this as green can create a dirty appearance i.e. symbolic of the growth of bacteria. In addition a more complimentary colour could have been chosen for the green, such as a light blue, perhaps. This would still allow for a contrast with the skin colour along with the dark blue text.

Photoshopped Concepts

Asymmetry and Symmetry

Contrast

Datum

Figure and Ground

Hierarchy

Proportion and Composition

Rhythm and Repetition

Google SketchUp Concepts

Asymmetry and Symmetry

Contrast

Datum

Figure and Ground

Hierarchy

Proportion and Composition

Rhythm and Repeptition