Experimentation with gradient. Need to capitalise and emphasise on the concept of forcing the viewer to think about what they are reading.
Different directions of gradient. Gives the type depth, bringing forward and pushing back different areas of the letterforms, generating the feel of movement that we want to achieve.
Experimentation with varying degrees of gradient exposed. The whole point of this was to text readability- to push as little visible gradient as possible to force the reader to think. The smoothness of the gradient is dreamy and calming which reflect the idea of 'imaginative'. However, the stems and counters of the serif 'Times' give the design the edge
The whole idea is that the word 'imaginative' has a gradient that starts at the top of the X - height and the word 'colour' has a gradient that starts at the bottom of its X - height. The two words will have different colours- this gives a feel of flow and movement / / for static design to appear 4D it gives an imaginative aspect that is needed to be relevant to the concept. The change in gradient makes is relevant to the subject matter of the brief.
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