Poster/Catalogue Final Crit

Name of reviewer:
Name of designer:

Art Direction: interaction form and content

How well is form and content integrated?
Consider whether overall design choices (type, colour, images etc.) reflect the salon’s message/ brand’s tone of voice.
Consider whether you find the piece appealing. Analyse the formal aspects of the work and make a judgement on
the quality and effectiveness of the piece on its intended audience.

What improvements would you suggest to make the work score 5 stars in this category?

How evocative are the visual elements at communicating the salon’s message/brand’s offering?
Consider choice and execution of illustration, photography, type as image, mark-making etc.

What improvements would you suggest to make the work score 5 stars in this category?

Brand reinforcement:
How well does the presentation of the manifesto convey the brand’s tone of voice?
Consider if the layout, placement, choice of type, use of scale, contrast, colour etc. have been used effectively to illus-
trate the content and energy of the manifesto.

What improvements would you suggest to make the work score 5 stars in this category?

How well does the presentation of each salon suggest differentiation, as well as belonging to same brand?
Consider whether the visual elements are coherently applied and allow for both differentiation and unification of the
different salons.

What improvements would you suggest to make the work score 5 stars in this category?

Design playfulness
How much does the work challenge convention?
Consider the work’s exploration of design conventions and playfulness (orientation, depth, alignment, etc.) to en-
hance communicative powers.

What improvements would you suggest to make the work score 5 stars in this category?

Flip Page->
Hierarchy
How well are the different levels of reading singposted?
Consider how type choice, weight, scale and contrast is employed to separate level of importance throughout the work.

What improvements would you suggest to make the work score 5 stars in this category?

Layout: Flow and focus

How intuitive is your reading of the piece?
Consider how the placement and spacing of elements fosters a sense of direction. Consider the trajectory of your gaze and
whether the structure of the information conveys a clear message. Has the designer made thoughtful decisions or left
things to chance?

What improvements would you suggest to make the work score 5 stars in this category?

Typographic refinement
How much does the work demonstrate attention to typographic detail?
Consider whether treatments such as: alignment, column width, line spacing, letter spacing, identation, scale, font weight
etc. have been controlled or left to chance.

What improvements would you suggest to make the work score 5 stars in this category?

Fold, paper.
How well is the fold integrated in the design of the work?
Consider the sequencing/pacing in which the information is revealed as unfolding, whether the design ‘notices’ or ‘ignores’
the fold and how well executed the fold itself is.

What improvements would you suggest to make the work score 5 stars in this category?

How relevant is the choice of material?

Consider how the choice of material influences your meaning making of the work, if at all.

What improvements would you suggest to make the work score 5 stars in this category?

Persuasive Content
How persuasive and engaging is the written text in relation to the salon’s/brand’s tone of voice?

What improvements would you suggest to make the work score 5 stars in this category?

Recto-Verso Synergy
How coherent are the two sides of the piece in relation to each other?

What improvements would you suggest to make the work score 5 stars in this category?