Final Reflection: Lloyd Proctor

The Paradise Creek Brewery had a lot of different elements and design concepts that were focused on by each designer. These elements and concepts were then adopted, interpreted and used to design the different menus we as a class created. The elements that I noticed while at paradise creed was the wide range of brown shades throughout the building. This was largely due to the variety of wood types that made up the frame, furniture, and bar tops. Another element present in the brewery was texture, both physically and visually. The wood grains rigid and rough texture, the smooth chalk board surfaces and marble that added both a traditional and sophisticated appearance in the building. Aside from the visual elements in the brewery, the atmosphere and audience there was considered in the different menu designs. The atmosphere at the brewery when I was there, which was on a Friday afternoon around 1:30pm, was very unexpected. The expectation was a very mature audience type that would be interested in what most brewery’s offer which is alcoholic beverages, more specifically beer. However, there were mostly families but as the night progresses the atmosphere changes to a more mature audience, which was reflected in the menu design.

My menu design was simplistic and definitely catered to the more mature, but simple and classic crowd. I did not want any unnecessary touches that would overly complicate the design. I wanted the menu to fit well with the location and a brewery setting. I used black, white and different shades of brown in my design for the different labels and text based sections. The spacing was minimal, but accurate and with that gave a clean and simplistic result. My header was meant to be easily legible and minimal while also bold. I placed a wheat plant on the end to compliment not only the Palouse but also a beer based product that the company often uses, this also started the hierarchy of placing important information at the top. I chose a portrait layout, printed front and back to support traditional standards of what most readers are accustomed to. By making the text simple and easy to read, the layout only made it that much more legible.

Menu designer, Sophie Stoltmon had a very different design than my own. She chose to cater towards to more sophisticated and elegance side of the business, which was not heavily represented in the building, but still present. The trimmings and marble lining along some of the walls, which remained from the old post office that the brewery was built from is where I’m assuming Sophie pulled her inspiration from. I favored her design above the others because it was very minimal and clean. The text was divided into three different sections of information. As the sections went from the left to right which also caters to how people traditionally read, the important information came first. The text was thin, evenly places and very easy to read and understand. The prices were easy to identify and were clearly prioritized in a simplistic manor by using brackets that separated the text from the price number. Her design unlike my own had a large wheat design that spanned along a large portion of the menu and catches the eye easily. Sophie did not choose to use the expected brown colors the way that I did and only used three primary colors, which are purple, white and black. Her menu design was simplistic like mine, but also catered to a very different side of the brewery.

Overall, Sophie’s design was very easy to read and had clear and consistent hierarchy. The mature design catered to the mature audience that is appropriate for most brewery’s. Her attention to detail made the design very aesthetically pleasing and smooth texture both in the imagery and the menu’s paper made navigating the menu a very pleasant experience.

Lloyd Proctor Menu Design

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