Download application of african aesthetics and typographical principles in

UNIVERSITY OF NAIROBI
FACULTY OF SCHOOL OF ARTS AND DESIGN
A REPORT COMPILED BY
NGAO SIDNEY MWAI
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APPLICATION OF AFRICAN AESTHETICS AND TYPOGRAPHICAL PRINCIPLES
IN THE RE-BRANDING OF AQUARIUM BAR AND RESTAURANT IN NAIROBI.
BY
SIDNEY MWAI NGAO
B05/29088/2009
A RESEARCH PAPER SUBMITTED IN PARTIAL FULLFILLMENT OF THE DEGREE OF
B.A.DESIGN
SCHOOL OF ARTS AND DESIGN
UNIVERSITY OF NAIROBI
FEBRUARY 2013
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Declaration
I declare that this research paper is my original work and has not been presented for the award of
ant degree in another university
Signed …………………………………….
Date ………………………………………
SIDNEY MWAI NGAO
This project is submitted as a partial fulfillment of the University Examination for the award of
the degree of Bachelor of Arts and Design at the University of Nairobi.
Signed …………………………………….
Date ………………………………………
SUPERVISOR: MR. MURIETHI KINYUA
Signed …………………………………….
Date ………………………………………
SUPERVISOR: MR. MUTUNE GITAU
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Dedication
To my family for all your support - financially, academically and spiritually – just to ensure I
achieve academic excellence.
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ACKNOWLEDGEMENT
I acknowledge the almighty God for granting me health, energy, knowledge and for seeing me
through the entire course timeline. May your name be glorified. I must thank my mom, my
brothers Rodney and Nzomo and my sister Martha; I thank you for supporting me so steadfastly
throughout the entire 4 years.
The preparation of this dissertation benefited from the invaluable contributions of a core team. I
would like to acknowledge Mrs. Lilac Osanjo, Mr. Mureithi Kinyua and Mr. Mutune Gitau
thanks for your great insights, and the entire teaching staff. To my friends, Dan, Innocent,
Barney and Martin, thank you for your intuitions and inspirations.
Finally, I would like to honor my grand mom; words cannot express how much I miss you and
how much you have inspired my work.
I thank you all
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TABLE OF CONTENTS
CHAPTER ONE
1.0 Introduction .......................................................................................................................... 9
1.1 Background of the study ................................................................................................................... 10
1.2 Overview of this chapter ................................................................................................................... 11
1.3 Definition of Terms........................................................................................................................... 11
1.4 Background of the problem............................................................................................................... 12
1.5 Statement of the problem .................................................................................................................. 12
1.6 Objectives of the study...................................................................................................................... 12
1.7 Research Questions ........................................................................................................................... 13
1.8 Justification of the study ................................................................................................................... 13
1.9 Scope ................................................................................................................................................. 13
CHAPTER TWO ..................................................................................................................... 15
2.0LITERATURE REVIEW ............................................................................................................... 15
2.1 Introduction ..................................................................................................................................... 15
2.2 Graphic Design ................................................................................................................................. 15
2.2.1 Minimalism in Graphic Design .................................................................................................. 17
2.2.2 Digital Art in Graphic Design .................................................................................................... 18
2.2.3 African digital art ....................................................................................................................... 20
Afrikan Alphabets ............................................................................................................................... 21
2.3 African aesthetics .............................................................................................................................. 22
2.4.2 Color theory ............................................................................................................................... 25
2.5 Negative design (negative space) ...................................................................................................... 27
2.6 Sustainable Graphic Design .............................................................................................................. 28
2.7 Corporate Identity ............................................................................................................................. 29
2.7.1 Logo ........................................................................................................................................... 30
2.7.2 Slogans ....................................................................................................................................... 33
2.7.3 Corporate identity for bars and restaurants ................................................................................ 33
2.8 Marketing and Advertising ............................................................................................................... 34
2.9 Advertising ........................................................................................................................................ 34
2.9.1 Objectives of Advertising .......................................................................................................... 35
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2.9.2 Advertising Media ..................................................................................................................... 36
2.9.3 People and Advertising .............................................................................................................. 38
2.10 Packaging ........................................................................................................................................ 38
2.10.1 Materials used .......................................................................................................................... 39
2.10.2 Packaging used in bars and restaurants .................................................................................... 40
2.11 Photography .................................................................................................................................... 40
2.11.1 Photography as communication tool ........................................................................................ 40
2.11.2 Photography as art.................................................................................................................... 42
2.11.3 Black and white Photography .................................................................................................. 43
2.11.4 Photography in the Bauhaus era............................................................................................... 44
CHAPTER THREE .............................................................................................................................. 49
3.0 RESEARCH DESIGN AND METHODOLOGY ........................................................................ 49
3.1 Introduction ................................................................................................................................. 49
3.2 Research design ................................................................................................................................ 49
3.3 Research Approach ........................................................................................................................... 49
3.4 Population and sample ...................................................................................................................... 50
3.5 Data collection .................................................................................................................................. 51
3.6 Data analysis ..................................................................................................................................... 54
3.7 Data presentation .............................................................................................................................. 54
3.8 Limitations ........................................................................................................................................ 55
CHAPTER 4 ............................................................................................................................. 56
4.0Analysis of Findings ......................................................................................................................... 56
4.1 Analysis and evaluation .................................................................................................................... 56
4.2 Problem Analysis .............................................................................................................................. 56
4.2.1 Corporate identity Problems ...................................................................................................... 58
4.2.2 Advertising Problems................................................................................................................. 58
African style is seen on the walls by the “zebra stripes” illustrations................................................. 59
4.2.3 Packaging Problems ................................................................................................................... 60
4.2.4 Photography Problems ............................................................................................................... 60
4.3 Response Patterns and Findings........................................................................................................ 60
Demographic Information ....................................................................................................................... 61
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Corporate Identity ................................................................................................................................... 63
Advertising.............................................................................................................................................. 64
Color combination .................................................................................................................................. 65
Photography preference .......................................................................................................................... 66
4.4 Analysis and Evaluation.................................................................................................................... 67
CHAPTER 5 .............................................................................................................................. 68
5.0 Recommendations and Conclusions ................................................................................................. 68
Conclusion and Implications...................................................................................................... 70
BIBLIOGRAPHY...................................................................................................................... 72
APPENDICES .......................................................................................................................... 75
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CHAPTER 1
1.0 Introduction
Graphic Design (Visual Communication or Communication Design) focuses on visual
communication and presentation. Graphic design combines words, symbols, and images to create
a visual representation of ideas and messages.
Visual communication is communication through visual aid and it is described as conveyance
of ideas and information in forms that can be read or looked upon. In part or whole, it relies on
vision and it is primarily presented or expressed with two-dimensional images. It includes signs,
typography, drawing, graphic design, illustration, colour and electronic resources.
Graphic design in general relies on typography, visual arts and page layout techniques to produce
the final result. The communication therefore is created and the products generated. Graphic
design elements comprises of four major areas of application: advertising, packaging, corporate
identity and photography. All of these areas must be carefully considered when creating any kind
of graphic design. Modernistic graphic design emphasizes on clean and minimal design. This
was characterized by the use of clean typography, simple forms, minimal colour and the use of
the trademark grid.
African aesthetics (Cultural insights) through the lenses of graphic design are integral to a
broader understanding how graphic design works within a specific culture. Culture and graphic
design have strong influences on one another. Good graphic design must be defined by
appropriateness to audience and goals, and by its effectiveness in communication of ideas.
A powerful tool for business, graphic design is really not an expense. It is an investment – not
only in looking good, but in the success of your business. The company image is the only thing
potential buyers can connect with. A graphic designer makes sure the impression of the company
he is making is the right one. Every company in the world has some sort of graphic design
involved within their company. Whether it is the brochure that you’re picking up from the store,
the menu you look at when ordering dinner or the post card you got in the mail promoting your
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casino free slot plays. It is everywhere. And all companies cannot live and function without us.
It has been proven in the past that the more you advertise the more you get in return. And it has
also been proved that if you stop advertising no matter how big of a company you have or how
well known your company is that you will slowly see a decrease in sales.
1.1 Background of the study
Aquarium bar and restaurant is alongside the Aquarium Guest House and together under the
name Aquarium Guest Resort in westlands. It is a spacious sixty-seater garden whereby guests
from the guest house can enjoy having breakfast. It is conveniently located in a leafy suburb of
Nairobi's safe heavens, five minutes drive from the city centre along the westlands Road and
sandwiched between CFC Bank and the Standard Bank headquarters in the neighborhood of
African union regional office.
The dining facility also serves an Ala-carte of continental and African menu for lunches and
dinners. Here guests can have their favourite food meals done to perfection by our experienced
house Chefs or sample out a sumptuous chef’s specialty for the day at reasonable prices.
Clients need not to worry about security associated with many cosmopolitan cities.
Aquarium Guest Resort - Westlands has a perimeter stone wall by design not only for security
enhancement but also for privacy and is a truly safe haven for guests who value privacy and want
to get out of the public eye and be on their own world for some time. There is always amble
secure parking to all our clients.
The research design was mainly both qualitative and quantitative with use of questionnaires and
interviews in gathering of information. Qualitative methods such as observations and surveys
were used. Population samples were drawn from staff, customers and other graphic designers
who are familiar with the research.
Data was analyzed and presented as charts and graphs. Recommendations are presented in two
ways: narrative and descriptive. Photography was used to complement the descriptive method
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1.2 Overview of this chapter
In this chapter, the research problem is introduced. Objectives and main research questions are
also stated. The researcher also aims to elaborate the significance of carrying out the research
through justifications and stating the purpose of the study.
1.3 Definition of Terms
Aquarium
It is a specially designed device that acts as an artificial habitat for water-dwelling animals i.e.
amphibians or large marine mammals.
Aquaria are a building containing such tanks for exhibit.
Bar
It is a retail business establishment that severs alcoholic drinks- beer, wine liquor and cocktails
for consumption on the premises. They provide stools or chairs that are placed at tables or
counters for their patrons. Bars that provide entertainment or live music are referred to as music
bars or nightclubs
Restaurant
It is an establishment which prepares and serves food and drink to customers in return for money
either paid before the meal, after the meal or with a running tab.
African cuisine
It is a generalized term collectively referring to the cuisines of Africa. Cuisine is a style of
cooking practices and traditions, often associated with a specific culture. Cuisines are often
named after the geographical areas or regions that they originate from.
A cuisine is primarily influenced by the ingredients available locally or through trade.
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1.4 Background of the problem
For any company to be successful there should be appropriate promotional strategies in order to
communicate the company’s products to its consumers. The corporate identity of the company
there by has to be raised to a level marching the company's products. This is achieved through
branding. The company in its capacity has to be branded and various marketing strategies have
been embraced to sell the brand. The café still has a chance to experiment and further explore
areas in graphic design to boost its brand identity.
Aquarium is sitting on a sixty-seater garden covered by a tent-like structure as the roofing. The
interior of the place is in orange and decorated with brown zebra-like stripes on the walls. On a
good day the restaurant can host 60 to 65 customers. Since it is in Westlands it happens to face
stiff competition from other bar and restaurants like Havana bar and restaurant, Toona bar and
restaurant and Vineyard wine bar and restaurant.
1.5 Statement of the problem
Aquarium has not applied the use of African aesthetics and typography well and this also affects
the market strategy of the company in terms of advertising it in the market. The typography used
and color combination has not been properly applied in advertising the restaurant. There is some
element of African iconography used on the walls of the restaurant but with the color used, it
does not seem to match.
1.6 Objectives of the study
To investigate the current African aesthetic, typography and colours used in the Aquarium bar
and restaurant.
To examine the advertising methods implemented by the bar and restaurant.
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To determine how photography and packaging can be applied to improve the restaurant design.
To propose graphic design solutions that will include advertising, packaging, corporate identity
and photography as part of bar and restaurant’s graphic design.
1.7 Research Questions
What is the current Aquarium bar and restaurant design?
Which advertising methods have been implemented by the bar and restaurant?
How can African aesthetics, color and typography be applied as part of the bar and restaurant’s
graphic design?
1.8 Justification of the study
The earlier researcher (designer) did not fully grasp the concept of the bar and restaurant as he
was unable to combine the African aesthetic (zebra-stripes) with the colour and overall typeface
used in the logo design, posters, the menu and its rebranding in general.
This research aims to correct this situation. Minimalistic design has also not been researched on
extensively according to previous researches.
1.9 Scope
Advertising is the non personal communication of information usually paid for and usually
persuasive in nature about products, services or ideas by identified sponsors through the various
media. Advertising often uses graphic design in its final communications.
Typically advertising answers foremost to the idea and communication where as Graphic Design
answers to the visual appearance/ art of a piece. So far that is what is happening in the city of
Nairobi whereby everywhere and everything represent graphic design in some sort so I decide to
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limit my scope to Nairobi city only. The geographical scope of the area is within the city centre
at the heart of Westlands area and its services that are offered favour people within the city
centre so my aim is to constrain my designs and inspirations within the city centre.
Visits will be carried out to other cafes and restaurants surrounding the bar and restaurant.
The study will incorporate the staff and several customers of the restaurant, with questionnaires
and interviews being carried out.
Students from the University of Nairobi will also be incorporated into the research.
Additional information will be garnered from secondary sources: libraries, Internet and previous
research papers.
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CHAPTER TWO
2.0LITERATURE REVIEW
2.1 Introduction
Design is communication and it involves a design process. The purpose of a design is not to
make it look excellent but to convey or put across a message. In this chapter, the researcher
looked at the various graphic design theories and principles.
The researcher also looked at graphic design exemplars such as the Bauhaus and the Swiss
international style. The relationship between culture and graphic design was also touched on
during the research. The four disciplines of graphic design are also discussed in this chapter.
The sources of information for the researcher included the A.D.D library, students’ research
project papers both local and international, magazines and the Internet. Additional information
was derived from recorded interviews, design blogs, videos and documentaries. The timeline of
information ranged from as year1994 to 2012.
My literature review involves the use of three aspects/concepts/philosophies that I will use in my
area of study and they include; African aesthetics, typographical principles and negative
design (negative space)
2.2 Graphic Design
Graphics is from the Greek word graphikos meaning visual presentations on some surface, such
as a wall, canvas, computer screen, paper, or stone to brand, inform, illustrate or entertain.
Design is a transitive verb which means to create, fashion, or construct according to plan. On the
other hand, it can mean a drawing, pattern or sketch of something.
Graphic Design therefore, is a creative process. Designers often find that they must defend the
values of aesthetics and functionality that they are trained to bring to the design process.
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Graphic Design can also refer to a number of artistic and professional disciplines that focus on
visual communication and presentation. Various methods are used to create and combine words,
symbols and images to create a visual representation of ideas and messages. The use of
typography, visual arts and page layout techniques may be employed to produce the final result.
The essence of Graphic Design is to give order to information, forms, ideas, expressions and
feelings to artifacts that document human experience (Meggs, 1983)
Graphics can be used in identification (logos and branding), web sites, publications (books,
newspapers, magazines etc), advertisements and packaging.
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2.2.1 Minimalism in Graphic Design
Minimalism describes movements in various forms of art and design, especially visual art and
music, where the work is set out to expose the essence, essentials or identity of a subject through
eliminating all non-essential forms, features or concepts.
Minimal art is known for its simplicity in both form and content, where individual expression is
isolated in order to achieve effective minimal art. Minimalism emerged as a movement in the
1950s and continued all throughout the 1960′s and 1970′s. In recent times, it is flourishing all
over the art industries, especially the graphic design industry. The purpose of minimalism is
basically to allow the viewers or the audience to experience the artwork more intensely without
all the distractions of the composition, the theme or the organization (Krimly, 2011)
Minimalism in design has been around for some time, and today it seems to be a welcome
alternative to overly busy and unnecessarily cluttered websites, posters, ads, and logos. For those
new to this art form, the concept of minimalism is mostly concerned with stripping away excess
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and strategically placing remaining elements. The result can be a calming, yet powerful design
that is streamlined to convey its message.
Color, layout, white space, graphics and typography all play an important role in minimalism.
Below we look at these principles of design and how they relate to minimalism (Hornor, 2011)
Color Choices - mainly compose of plain colours. In minimalist design, color choice is strategic
and the amount of colors used, should be kept to a minimum. Black, grey and white are the most
powerful colors and allow for a single accent color to have a greater impact. All colors are
acceptable if they are used properly; however, the colors with the greatest contrast are generally
used together.
Effective Layout- is enforced through the grid system of graphic design. Minimalistic layout is
especially challenging because every element with which you are working, is essential. Content
for websites and posters should be laid out in such a way that the viewer could find what they
need without much thought. In other words, the page should make sense. This is done through
the use of grids.
Graphics and imaging used in minimalistic design are usually intentional and well planned. The
use of images in minimalism is very intentional. Designers choose graphics for their
effectiveness and in minimalist design use them when the image is more effective than a written
message. Graphics should be used sparingly and strategically, and should be relevant to the
topic.
2.2.2 Digital Art in Graphic Design
Digital art is a general term for a range of artistic works and practices that use digital technology
as an essential part of the creative and/or presentation process. Since the 1970s, various names
have been used to describe the process including computer art and multimedia art, and digital art
is itself placed under the larger umbrella term new media art.
The impact of digital technology has transformed traditional activities such as painting, drawing
and sculpture, while new forms, such as net art, digital installation art, and virtual reality, have
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become recognized artistic practices. More generally the term digital artist is used to describe an
artist who makes use of digital technologies in the production of art. In an expanded sense,
"digital art" is a term applied to contemporary art that uses the methods of mass production or
digital media.
The techniques of digital art are used extensively by the mainstream media in advertisements,
and by film-makers to produce special effects. Digital art can be purely computer-generated
(such as fractals and algorithmic art) or taken from other sources, such as scanned photographs
or an image drawn using vector graphics software using a mouse or graphics tablet. Though
technically the term may be applied to art done using other media or processes and merely
scanned in, it is usually reserved for art that has been non-trivially modified by a computing
process (such as a computer program, microcontroller or any electronic system capable of
interpreting an input to create an output); digitized text data and raw audio and video recordings
are not usually considered digital art in themselves, but can be part of the larger project of
computer art and information art.
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Artworks are considered digital painting when created in similar fashion to non-digital paintings
but using software on a computer platform and digitally outputting the resulting image as painted
on canvas.
2.2.3 African digital art
Saki Mafundikwa (Zimbabwean graphic designer)
Saki Mafundikwa is a Zimbabwean graphic artist that has influenced typography and graphic
design all around the world. Educated with a Masters of Fine Art at Yale and a BA in
Telecommunications and Fine Arts at Indiana University, he left the United States to return to
Zimbabwe to found the first school of graphic design and new media.
Mafundikwa was moved to draw from an early age. Using a stick, he illustrated on every surface
he could find—on the ground, in the sand, even tattooing his thighs and arms. He loved drawing
letters in particular. Though he had not yet heard of printing and thought typeset words were
done by hand, his aim as a child was to make letterforms as good as those he saw in books.
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Afrikan Alphabets
Mafundikwa published the book Afrikan Alphabets, a history of African scripts and typography.
This book is an illuminating and rare look at indigenous African graphic art tracing all the way
back to ancient Egypt. This ‘Story of Writing in African’ is one that every African designer
should have on their bookshelf. It is a culmination of 20 years of research in to the collective
writing and graphical representation of African history.
Mistari (Line and Circle) designed by Martin Mirucah, Kenya
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Kukumbila Kunyata (Drinking is bad for you) designed by Pascoal Mbundi, Mozambique
2.3 African aesthetics
According to Godfrey Ozumba, African aesthetics is the African way of appreciating nature,
creating aesthetic objects, evaluating and improving on nature’s raw aesthetic materials for their
overall improvement of their well being hinged on man’s multi-layered relationship that is in
tune with God, nature, spirit and ancestors, plants and animals, the seen and the unseen.
In African art, aesthetics is a term used to sum up the characteristics and elements clearly present
in all arts objects. These elements include, for example, the resemblance of sculptures to human
beings, the luminosity or smoothness of an objects surface, the youthful appearance of
sculptures, and the way sculptures portray a reserved or composed demeanor. Similarly, in
Western art aesthetics is also the term used to sum up the search for beauty, balance, proportion
and conscientious use of materials, in order to achieve good craftsmanship in art objects.
(Bromer, Gerald F. Discovering Art History, 1981.)
African aesthetics generally has a moral basis, as indicated by the fact that in many African
languages the same word means "beautiful" and "good." It is consistent with the use and
meaning of African art that it should be both beautiful and good, because it is intended not only
to please the eye but to uphold moral values. The ethical and religious basis of African art may
explain why the principal subject is the human figure; African art often appears in ritual contexts
that deal with the vital moral and spiritual concerns of the human condition.
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Africa has more than two thousand languages, representing several thousand cultures, each with
its own system of logic. No single aesthetic philosophy characterizes the continent, and any
concept of a coherent "Africa" is arbitrary, given such extraordinary diversity. Furthermore, a
given culture may possess several aesthetic discourses, as may any artistic genre. Globalization
complicates matters even more, for one cannot discuss the aesthetics of contemporary African
artists without considering transnational paradigms and hybrid visions. African Aesthetics is a
local aspect in cooperated company that aims at improving the aesthetics value of your lives by
suggesting functional and aesthetically pleasing gift items , all with an African touch to it.
One can appreciate African art most by regarding it as generally intuitive and symbolic. People
created these works to secure a relationship between themselves and unknown forces. African art
springs from a thought process unfamiliar to the Western world
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2.4 Principles of typography
For most people, typography is simply about arranging a familiar set of shapes to make words,
sentences, and paragraphs. Having the ability to set type with only a few strokes on a keyboard
has allowed us to forget about the creative and artistic possibilities of this medium. (Jason
Beaird 2007 )
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2.4.2 Color theory
Color theory is a science in itself. Studying how colors affect different people, either individually
or as a group, is something some people build their careers on. Something as simple as changing
the exact hue or saturation of a color can evoke a completely different feeling. Cultural
differences mean that something that’s happy and uplifting in one country can be depressing in
another.
Color is a subjective experience; it is a mental sensation, a reaction of our brain. We say that an
orange is 'orange'. But is it really orange? How do we know? We cannot get outside of our eyes
or brain to find out, but we do know that when the sun or light disappears; color vanishes. We
take colors for granted. It's only when we are actually drawing or painting that we realize how
much value color brings to our daily life. To learn about color, you first need to understand the
structure of color. A color wheel shows us how color is structured. We start with the three
primary hues: yellow, red and blue. These are the basic building blocks of color. Next we have
the three secondary hues: orange, violet and green. Then follows the third generation or third
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level: yellow-orange, red-orange, red-violet, blue-violet, blue-green, and yellow-green.
Sometimes finding the right color combinations can be really hard, especially if you have to start
a project from scratch. If your client already has a logo, a house-style or branding guidelines, you
have a starting point. But if it’s your job to design that house-style, the first thing you should do
is decide which style the logo should reflect. And with style come typefaces and colors.
To define the colors for my project, I have to choose a set of colors that fits with my client's
logo. The overall use of too many colors could result in chaotic and unintended effects. It can get
your design totally out of balance. In other words, it will lose its style and personality.
Colors are an element of design that people react to on a visceral level. Often, people don't
realize they are reacting to it. For example, hospitals dress their nurses in light blues and pale
pinks. This is because these are calming, soothing colors, and upset patients relax a little in their
presence. (Kyrnin, 2011)
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The cultural basis for color symbolism can be very powerful, and it required that designers
understand what they're saying with their colors. This is a good basis for the determination of
colour schemes.
2.5 Negative design (negative space)
Whether it’s a logo, a magazine page, or a website, sometimes the things you don’t design are
more powerful than the things you do. This is often achieved by the use of negative space. In this
article, we’ll teach you what negative space is, how it works, and what benefits it can add to your
own designs along with some examples to help you along the way. When composing a piece of
artwork, we generally work with three elements: the frame, the positive space, and the negative
space (also called white space). The frame is the bounding size of the artwork, the positive space
is the subject, and the negative space is the empty space around the subject.
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Negative space helps define a subject, so subjectively speaking, negative space works when
there’s a balance between the positive and negative spaces. Negative space also works when it
draws the viewer’s eye into the subject at hand. If you work with negative spaces rather than on
the subject (positive space), you’ll often end up with a more accurate and aesthetically pleasing
design and balanced composition.
2.6 Sustainable Graphic Design
Sustainable design is the philosophy of designing physical objects to comply with the principles
of economic, social, and ecological sustainability. Its intention is to "eliminate negative
environmental impact completely through skillful, sensitive design". (McLennan, 2004)
Victor Papanek related the ecological awareness to the design process and urges radical design
solutions that are mindful of the environment.
According to Alice Rawsthorn (Objectified, 2009), sustainability looks at all aspects of a design
process from the source, manufacturing, sale of the product, consumer use and the afterlife of the
product
Sustainable graphic design considers the environmental impacts of graphic design (such as
printed materials, publications, etc.) throughout a life cycle that includes: raw material;
transformation; manufacturing; transportation; use; and disposal. Techniques for sustainable
graphic design include: reducing the amount of materials required for production; using paper
and materials made with recycled, post-consumer waste; printing with low-VOC inks; and using
production and distribution methods that require the least amount of transport..
Manifestations of sustainable design require no non-renewable resources, impact the
environment minimally, and relate people with the natural environment. Materials should come
from nearby (local), sustainably managed renewable sources that can be composted when their
usefulness has been exhausted.
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Producing messages that are sustainable (longer lasting), “always Coca-Cola” was a slogan that
was used in the seventies by the Coca-Cola company; this was sustainable in the sense that the
company did not have to reprint messages for promotion.
2.7 Corporate Identity
Corporate identity refers to the constant image created by a company‘s communication. This
image basically consists of consistent use of colours, typeface, graphics, layout and logo.
Therefore, the corporate identity is a sign, word, letter, symbol or logo that brands a company so
that the company is associated with these symbols.
A strong market presence is established by a strong brand, which turns companies into products
and services people cannot do without (Guitierrez, 2001)
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The main identity of a company is a logo. It usually consists of a name and unique logo mark.
Other elements of the corporate image are stationery; letterheads, business cards, invoices and
receipts.
Corporate identity works in favour of the company, as it is able to create a good brand, and
attract various stakeholders like shareholders, employers, government and even media (Balmer et
al, 1998)
2.7.1 Logo
A logo is an emblem, symbol or word used by a company as its identification symbol. It is a
graphic, illustrative or typographical representation of a company’s identity (Logo, 2011)
Logos are an integral part to communication. Logo design entails taking into account not only
visual but also having an understanding of what the company represents (Cote et al, 1998)
A logo is essentially at the heart of a corporate identity. It is the face and meaning of an
organization.
Logo is important: it simply acts as a badge to sign and seal. It affects all behavior of a company
and should be able to create impression, establish recognition, credibility and good reputation of
the company (Penford, 2006)
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There are various types of logos. These include: Iconic/Symbolic, Logotype/Wordmark,
Combination logos
Iconic/Symbolic logo
These are compelling yet complicated images that are representative of a particular company or
product. They use imagery that conveys a literal or abstract representation of an organization.
Due to their indirect nature, symbolic logos leave room for broader interpretation of what the
company represents. Such logos should be clear, simple, memorable, relevant and recognizable.
Logotype/Wordmark
These are logos that incorporate a brand name into a uniquely styled type font treatment. Type
fonts come in several possible variations, shapes, sizes and style.
Wordmarks convey different impressions on an audience. For example, script fonts show
classiness, hand written fonts come across as casualty. Thick fonts represent strength and power
while slanted fonts show movement and motion.
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Combination Logo
These are graphics with both text and symbol or icon that signifies the brand. Concise text can
complement an icon or symbol providing supplement clarity as to what the organization is all
about. There are integrated stand-alone combination marks such as Starbucks logo has integrated
graphic and text, whereas Adidas has the logo separate from text.
Logo design considerations
Logo design should be the strongest marketing tool that a company could adopt. It delivers the
message to the public about the company’s uniqueness, credibility and professionalism.
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Logos should be catchy and attract attention. This is due to the fact that that a logo should be
unique and different. Keeping in mind competitors and their identities is crucial. This is to avoid
stereotypic copy cat logos. Logos should be meaningful in order to accurately reflect a
company’s personality.
Versatility of the logo is important. . The logo should be able to be reproduced in either large
areas such as a billboard or small areas such as business cards. The higher the amount of detail in
a logo, the higher the reproduction costs. This means a logo should be able to communicate in
formats such as grayscale, when colour seems expensive.
2.7.2 Slogans
A slogan/tagline is a memorable catchphrase used in a political of commercial advertising
context as a repetitive expression of idea or purpose.
Slogans vary from the written and visual, to the chanted and vulgar. Their simple rhetoric nature
is not detailed and is perhaps more of social expression of unified purpose.
Slogans are direct, simple, and concise. It should be witty, catchy and very memorable. The
slogan carries its own distinct personality and gives a credible impression of a product.
2.7.3 Corporate identity for bars and restaurants
Logos, shapes, colours and slogans should be taken into consideration when creating a corporate
identity.
Colours taken into considerations are deep maroons, red wine, cream, gold, oranges, blacks and
browns.
A good symbol, maybe a fish on a plate on top of the logo or relevant symbols such as the zebra
prints can be used to denote the corporate identity of the company.
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2.8 Marketing and Advertising
Marketing is the process of planning and executing the conception, pricing, distribution and
promotion of ideas. Goods and services to create exchanges that satisfy the perceived needs,
wants and objectives of individuals or organizations. Marketing is fundamental to any business
growth (Bennet, 1995)
Graphic design application has been used as an effective marketing tool. There is a delicate
balance between marketing and graphic design. Marketers engaged in branding seek to develop
expectations behind the brand experience, creating an impression that a brand associated with the
products and services has certain characteristics that make the brand unique. A brand is therefore
the most valuable element in advertising (Birkin, 1994)
Marketing increases our potential for satisfaction by developing goods and services we might
want, pricing them accordingly, distributing them to convenient locations and informing us about
them through various communication tools (Arens, 2004)
By providing information through advertising, people are made aware of the availability of
products and services.
2.9 Advertising
Advertising refers to any form of non personal communications through various media by
business firms, nonprofit organizations and individuals who are in the same way identified in the
advertising message and who hope to inform and/or persuade members of an audience.
Advertising is a general phrase used for the announcements made by sellers to promote the sales
of their products (Mathur, 2005)
Advertising refers to salesmanship in print as defined by Albert Lasker, the father of modern
advertising. This was well before the advent of television, radio and internet. It is also defined as
communication, public relations or persuasion process (McDonough, 1993)
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No communication tool can reach more people so effectively and at such a reasonable cost as
advertising. It is so flexible that it is important for the advertiser to identify conditions conducive
for successful advertising. Advertising greatly impinge on consumers’ awareness and have the
potential of greatly affecting their thoughts, attitudes, feelings and decisions. Advertising plays
an important role in our economy and society (Tellis 2004)
2.9.1 Objectives of Advertising
The biggest impact on the evolution of advertising has been economic. In the ancient times when
most people were not literate, marketers would use signs and symbols to advertise their products.
Today advertising has come a long way from simple signs and evolve into a crucial marketing
tool for products and services (Lynch, 1993)
Advertising aims to persuade consumers to buy products or services. This is done through
repetition of an image or a product name, a process called ‘branding’ which aims to keep these
images in the mind of consumers.
Repetition is the exposure of the advertisement to a subject two or more times in succession.
Repetition is a major factor in advertising today. It is studied extensively in the fields of
advertising and consumer behavior (Tellis, 2004)
Advertising carries several objectives. Some of the most prominent ones are:
Differentiating-Giving a product or service its unique quality and characteristic.
Reminding- Keeping the products or services in the minds of consumers.
Informing- Allowing customers to be constantly in the know about new additions, change or
offers of a product and services.
Persuading- Beckoning our consumers to try products or services.
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2.9.2 Advertising Media
Media is the means ‘by which advertisements are made public.’ There are several ways in which
an organization can advertise. Advertisements can be done through different media such as :
Outdoor Advertising
It is the earliest form of advertising since man’s civilization from the carved and painted walls of
the Greeks and Romans. The last few years has seen rapids improvements in the artistic and
quality of outdoor ads. The painted sign, the poster and the electric sign have all taken new
elements of attractiveness (Rowse et al, 2005)
Electric Signs and Spectaculars
The use of electricity has revolutionized advertising. The neon sign has turned advertising night
to day. Spectaculars have created wonderful colour effects and sometimes producing motions
that contribute to attracting attention.
Moving Posters
This is done by a man sandwiched between two posters and walking about town.
Streetcar advertising
These ads are placed in plain view of passengers, on buses, taxis, trains and company vehicles. It
is used to aid other media of advertisement.
Point-of-sale Advertising
Window displays works best for the retailer. This will depend on the location of the advertising,
the store and the number of people passing outside or frequenting the facility. This also applies
to store signs and display materials.
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Assembly Advertising
This form takes advantage of large gatherings especially for sports and entertainment.
Advertisers may take advantage of this to promote their products particularly if they sponsor one
of the teams.
Print Advertising
The invention of printing enabled the mechanical reproduction of pictures and designs
contributed to the emphasis of pictorial illustrations (Hiatt, 1976)
Newspapers Advertising
It remains an undisputed leader in the attraction of advertising revenue. It has its own followers
thus enabling it to compete with other media.
Magazines Advertising
This media is very competitive as they work as both mass and selective media of advertising.
This is because it can compete with television, direct mail and radio at the same time.
Broadcast and E-Media
Television Advertising
Being the most important equipment in peoples’ living rooms, it has made the television a useful
tool for advertising. Commercials with catching jingles are easily memorized this way.
Web Advertising
This media is very personal for it is the best method for online audience who frequently use
internet.
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2.9.3 People and Advertising
To understand the motivation, attitudes and perceptions behind consumers’ choices, advertisers
must first understand what research is available for their use. This is in terms of product, market,
consumer, advertising strategies and message research. Behavioral sciences have a strong
influence in this area.
2.10 Packaging
Packaging is the creation and designing of containment units for products to enhance
convenience and portability. Packaging serves the four major functions of: protection,
preservation, information and promotion. It informs potential buyers of content, feature and use
of a product.
An attractive package creates an immediate relationship with the consumer. Influences in store
shopping help set the product apart from competitors, and inform customers of the products
features and benefits (Kassaye et al, 1992)
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When it comes to contact with the consumer, a product package is expected to make an impact
(Arens, 2004)
Consumer appeal in a package is as a result of many factors: size, colour, materials and shape.
Certain colours have certain meanings to consumers. It is common for even a subtle change in
colour, could results in as much as 20% boost in sales (Trent, 1993)
Packaging is a vital tool in the marketing mix. Product branding on packaging also represents the
company distributing the product. Good packaging requires research of target markets, retail
environment and external environment including social change and technological developments.
Major packaging suppliers monitor consumer trends and technological advancements, aware that
packaging is a silent salesman (Sara, 1990)
2.10.1 Materials used
Plastic
This is the most common packaging material and at the same time, one of the most difficult to
dispose of. The factors common to all plastics are that they are light, strong and economical
when it comes to the remanufacturing process. It is for these reasons that they are employed so
much in packaging design as an alternative to other packaging materials such as cardboard, glass,
metal cans amongst others.
Cardboard
It is appropriate for packaging materials wrapping, commonly referred to as ‘white cork’. Its use
may prove to be unnecessary when used for products which are packaged sufficiently. In all
cases, this packaging material is easy to recycle and reuse. It is used in the form of boxes of
sheets of corrugated cardboard.
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Paper
Paper is the best material to use when it comes to two dimension advertising of the bar and
restaurant both inside and outside the premises. It will also be used in making products like the
Menu of the place.
2.10.2 Packaging used in bars and restaurants
Most bar and restaurants indulge in a lot of packaging activities especially as take away menus
like on the take-away carrier bags, plastic forks and knives and also the plastic cup if it is a
beverage. Packaging methods such as carrier bags (cartons), plastic cups and labels may be
effective not only as packaging but also communication, advertising and promotion.
Packaging should be catchy and interesting and stimulate desires for consumers to buy products.
Important information should also be on the package of the product.
2.11 Photography
Photography is the process of creating still pictures through the recording of radiation on a
radiation sensitive medium through a timed exposure. This area deals with how visual objects are
created for the communication of specific messages.
2.11.1 Photography as communication tool
Photographs communicate a lot and are well suited for use in mass media. They can tell a story
on their own and this is essential in storyboarding. A single photograph without words can
communicate a lot and generate response from target audiences.
Photographs inform and educate. Photographs of tragedies such as Kenya Burning Exhibition
stirred a lot of emotion and reminded Kenyans of the consequences of political based violence.
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Photography captures and preserves moments of fleeting time. It is realistic, believable and
stimulates curiosity within its viewers.
Documentary photographer, Lewis Hine (1874-1940), used his camera as a tool for social
reform. His photographs were instrumental in changing the child labor laws in the United States.
It is beyond question that words and pictures are different. But each possess a language that
some can interpret better than others.
Photography is the only ‘language’ understood in all parts of the world, and bridging all nations
and cultures. On the other hand, photography supplies information without having a language of
their own. Photographs translate from reality (Berger, 2001)
Photography, which is used as a marketing and advertising tool has the purpose of selling
products and services. In areas of advertising, photography can be used in magazines, postcards,
posters and billboards. Photography will create awareness of a brand in the area of packaging.
Words and pictures are intricately linked in journalism, advertising and educational contexts.
Words printed under a photograph, the caption, signal the importance of the common sense
representations portrayed in the image. Words beside a picture in an advertisement explain a
product and its attributes clearly to a potential customer. Words and images work together for
most successful communications. Words and Pictures complement each other (Hicks, 1973)
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2.11.2 Photography as art
Pictures of beautiful imagery can be used to add aesthetic value to a place especially as wall
hangings or photo books
Moholy-Nagy saw photography as a new kind of writing: “The illiterate of the future will be the
person ignorant of the use of the camera as well as the pen.” (Moholy, 1947)
Moholy valued photography as an expansion of natural sight—a technique for penetrating
opaque bodies, recording the passage of time, or layering multiple images onto a single, unified
surface. For Moholy the “realism” of photography lay not in its ability to produce a traditional
perspective image, but rather in its status as a neutral, mechanical record of phenomena.
According to Moholy, the essence of photography is not the camera, but the chemical sensitivity
of film and paper, which documents the print of light (Moholy, 2007)
Moholy re-invented the camera less photograph- called it a photogram, a condensation of
“photograph” and “diagram” .The photogram understood as a diagrammatic record of the motion
of light translated into black and white and gray values can lead to a grasp of new types of spatial
relationships and spatial rendering. The receding and advancing values of the gradations, which
are projections of ‘light tracks,’ can be used for space—that is space-time articulation (Moholy,
1947)
Moholy noted numerous other artistic, technological, and natural “diagrams” including
photographs of fireworks, industrial time and motion studies, tire tracks in the snow, the pattern
made by peeling paint, the ridges inscribed by waves on a beach, and the text left by a skywriting
plane
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2.11.3 Black and white Photography
This can take the form of black-and-white film or digital conversion to grayscale, with optional
digital image editing manipulation to enhance the results. Since the advent of color, black-andwhite mass media often connotes something "nostalgic", historic, or misplaced in time. Black
and white presents eccentricity, and aesthetic preference.
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Black-and-white photography, has stark which contrasts enhance the subject matter. Some
formal photo portraits still use black-and-white. Many visual-art photographers use black-andwhite in their work.
Monochromatic colors are all the colors (tints, tones, and shades) of a single hue.
Monochromatic color schemes are derived from a single base hue, and extended using its shades,
tones and tints (that is, a hue modified by the addition of black, gray (black + white) and white.
As a result, the energy is more subtle and peaceful due to a lack of contrast of hue.
Monochromatic color schemes may be considered boring unless there is diversity within the
design. Black and White Photography exemplifies this.
2.11.4 Photography in the Bauhaus era
Theodore Lux Feininger (1910-2011)
T. Lux Feininger was born in Berlin and spent his early years in Germany. He studied art at the
Bauhaus, which had moved to Dessau. There he collaborated in Oskar Schlemmer’s
experimental theater, played in the Bauhaus jazz band, and studied painting with Josef Albers,
Paul Klee and Wassily Kandinsky.
Above all, he took photographs. The Bauhaus did not have a photographic studio until 1929, but
Mr. Feininger, who had begun taking photographs several years earlier with his grandmother’s
box camera before graduating to his own 9-by-12-centimeter plate camera, played the role of
artistic photojournalist.
Influenced by the New Vision principles articulated by the Bauhaus teacher Laszlo MoholyNagy, Mr. Feininger chronicled daily life at the Bauhaus in images that showed a playful,
spontaneous spirit and a keen sense of new formal developments in photography.
He relocated from Paris to New York in 1937, leaving behind the majority of his negatives,
which he never recovered. Feininger took up photography again in the 1940s, producing images
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of ships, ferries, trains, trucks and New York street scenes. He did not intend the photographs
for exhibition, and he abandoned photography entirely in the early 1950s.
After 1953 Feininger stopped making photographs altogether. He was the most influential
photographer of the Bauhaus.
T. Lux Feininger’s 1927 photo “Charleston on the Bauhaus Roof,” showing the artist Xanti
Schawinsky with Clemens Röseler on banjo.
Photography as art also serves a documentary purpose such as that contained in T. Lux
Feininger’s recording of happenings, moments and events during the age of Bauhaus.
Influenced by the New Vision principles articulated by the Bauhaus teacher Laszlo MoholyNagy, Mr. Feininger chronicled daily life at the Bauhaus in images that showed a playful,
spontaneous spirit and a keen sense of new formal developments in photography.
“He captured what the student life was like there in a sophisticated, innovative way, even though
he was totally untrained, He merged photojournalism with the New Vision aesthetic of
exaggerated angles, extreme close-ups and cropping.” (Muir, 2011)
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T. Lux Feininger: Metalltanz, about 1928 - 1929.
Gelatin silver print, 4 1/4 x 5 5/8 in.
T. Lux Feininger: (Bauhaus Band performing), about 1928 - 1929. Gelatin silver print, 4 9/16 x 6 1/16 in.
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People have been very pleased to see the student images. Although they may have been made
with somewhat modest intentions – basically as snapshots of the student experience at art school
– these photographs have, over time and because of the legacy of this particular art school,
become important historical documents that convey so wonderfully the atmosphere of creativity,
inventiveness, and energy that permeated life at the Bauhaus (Heckhert, 2011)
Lyonel Feininger (1871-1956)
Lyonel Feininger took up the camera at the age of 58 in 1928. Despite his early skepticism about
this "mechanical" medium, the painter was inspired by the enthusiasm of his sons Andreas and
Theodore, as well as by the innovative work of Laszlo Moholy-Nagy, a fellow master at the
Bauhaus in Dessau, Germany.
Photography remained a private endeavor for Feininger. He never exhibited his prints, publishing
just a handful during his lifetime and sharing them only with family and a few friends.
Bauhaus, Lyonel Feininger, March 22, 1929.
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Although Feininger explored many of the experimental photographic techniques being practiced
at the Bauhaus, he remained isolated and out of step with the rest of the school. Working alone
and often at night, he created expressive, introspective, otherworldly images that have little in
common with the playful student photography more typically associated with the school.
He photographed the neighborhood around the masters' houses, the Bauhaus campus, and the
Dessau railway station, experimenting with night imagery, reversed tonalities, and severe
weather conditions.
Untitled (Unfinished Painting in Studio, Halle), Lyonel Feininger, 1930–31
.
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CHAPTER THREE
3.0 RESEARCH DESIGN AND METHODOLOGY
3.1 Introduction
Research design is the conceptual structure within which research would be conducted.
The function of research design is to provide for the collection of relevant information. The
preparation of research design, appropriate for a particular research problem, involves the
consideration of: objectives of the research study, method of data collection to be adopted,
source of information, tools for data collection and data analysis.
The research will use qualitative studies, ergonomics analysis and normative research, which are
all aspects when carrying out a case study research.
3.2 Research design
The project is a case study in nature because the problems handled are physically observed. The
researcher analyzes what was done before so as to illuminate relationships, patterns and links
between variables. It explains the research question of how and why focusing on contemporary
events.
The researcher uses this research concept to study intensively the background, current status and
environment of interactions of the given social unit, individual, group, institution and
community. Research is to carry out a diligent inquiry or a critical examination of a given
phenomenon. It also involves a critical analysis of existing conclusions regarding newly
discovered facts (Mugenda, 1999).
The design of the study is based on survey research, in which data was collected for the
objectives of the study, Survey studies are describe and report how the things are (Ogula, 1998).
This was characterized by systematic collection of data from members of a given population
through questionnaires and interviews.
3.3 Research Approach
Research can be categorized into two main distinct groups.
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•
Quantitative
•
Qualitative
Qualitative Research
This research includes design techniques and measures that do not produce discrete numerical
data. The qualitative method investigates the why and how of decision making, not just what,
where, when. Hence smaller, but focused samples are more often needed, rather than large
samples.
Quantitative Research
This research includes design techniques and measures that produce discrete numerical data or
quantified data. It can also refer to the systematic empirical investigation of quantitative
properties and phenomena and their relationships. The objective of quantitative research is to
develop and employ mathematical models, theories and/or hypotheses pertaining to phenomena.
3.4 Population and sample
A target population provides a solid foundation and the first step upon which to build population
validity of the study (Gall et al, 2003)
Scientific research targets a given population through which questionnaires are distributed so as
to get the required data for analysis (Barton, 2011)
The restaurant’s geographical location within the city center provides a good platform for
collection of a random and unbiased sample. The sample group involves the customers who visit
the cafe. Students from the University of Nairobi who regularly pass the area of study will also
make up the sample. The researcher will use them as a subset or representation of whole group or
population.
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The sample constitutes a homogeneous population. It is essential that the responses were
adequate for meaningful conclusions to be drawn from the study. At least 10% of the population
is taken to be a representative (Gay, 1996)
Random sampling will be implemented. The student and the customers in the population will be
divided into mutually exclusive groups such and the random samples are drawn from each group.
Convenience sampling will also be implemented. The researcher will select the easiest
population members from which to obtain information from. This will apply when taking
interviews, where the population will tend to vary from time to time. (Dawson, 2002)
3.5 Data collection
Photographs
The researcher uses photographs as a way of collecting data to aid in site analysis and as a tool of
information recalling. This mode of data collection is employed because it is not possible to bear
in mind all observed phenomena or to sketch. Photography is also a cheap means of data
collection compared to others.
Questionnaires
Researchers use questionnaires to collect data from key informants so to get a general idea of the
problems of the area of study. The questionnaire is structured in such a way as to address specific
objectives.
The questionnaires took into consideration several factors to ensure accuracy and credibility.
Avoidance of ambiguity was important. Therefore, the language used was formal English that
was clear, simple and correct. The layout of the questionnaire was also considered to prevent it
being too cumbersome. Errors in printing and common grammar mistakes were avoided.
The questionnaire also utilized open ended questions which allowed respondents to write their
own answers. The Yes/No approach and multiple choice questions allowed respondents to
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choose answers according to their preferences as laid out in the questionnaire. Ratings allowed
the respondents to rank a particular topical area.
Questionnaires were aimed to inform the researcher and help to gather background information
and the consumer behaviors. It also aimed to establish a demographic of the market. The
questionnaires were also meant to gauge willingness of staff and management to accept change
in matters of graphic design and assess the sentiments of staff and customers towards the current
graphic design.
Observation study
The researcher will also undertake an unstructured observation of the area of study. Data will be
gathered by the researchers own observation. The observations will be supplemented by an
unstructured survey by questions that seek to establish behavior and thinking trends. Field notes
will also be taken during the observation visits.
Mystery shopping involves the same assessment as observation, but with the hidden motive that
the respondents will not be aware of the proceedings. Mystery shopping is more effective in that
the environment is unsuspecting and acts naturally and conduct is a reflection of how the
environment really is.
The researcher monitored the area whilst recording them down. The researcher was however
very careful not to create suspicion as a spy from competing restaurants.
Projective techniques
Projection techniques include word association, sentence completion tests, interpretation of
pictorial representations and other devices that have been developed as a means of inducing
people to project their feelings. These techniques have been most widely used for studies of
consumer products and services that are similar in quality, performance and price
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The aim was to capture the most spontaneous, hence sincere feelings and thoughts of the
respondents in relation to various topics concerning design. This gives a clearer picture of
individual needs, wants and opinions from interviewees. It will also help create an effective and
relevant promotional niche.
Internet
This method proved to be the most important of all the research methods.
It is a secondary source of data that entails searching through a pool of websites to obtain
information about bars and restaurants, graphic design and additional information that proved to
be essential for the research.
Published data and literature review
Data sources such as magazines and periodicals aided collection of research data. Publications
such as Restaurant profile Guide, a combined effort compiled by the Illinois Institute for Rural
Affairs and the Illinois Department of Commerce and Economic Opportunity. This helped the
researcher understand what encompasses a good bar and restaurant, advertising techniques and
corporate identities.
Books and magazines obtained from the internet gave further explanations into the world of
designing for bar and restaurants and how graphic design is a major boost in marketing of
products and services
Library Sources
Information with relevance to different bar and restaurants was difficult to obtain. Books that
were readily available talked about cuisine in general, advertising and graphic design.
Library sources helped in conceptualization of ideas and helped the researcher approach the
research in a tactful and informed manner.
Previous research done by students of the School of Art and Design proved to be insightful and
very informative. The contributions of research papers have wholly contributed to completion of
research as a reliable source of data.
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3.6 Data analysis
Photographs and drawings
The photographs are sorted and selected on the basis of the research objectives. The photographs
of the bar and restaurant will point out issues that appear to be causing the current problems and
compare them to possible solutions.
Sketches and drawings help the researcher to think of new ideas and providing key links within
areas. They also act as a reference for the analysis of the problem and also during development
of ideas.
Observation Notes
The researcher made notes as the mystery observation was being undertaken. These notes are
used as a comparison to the current problems and the information gathered in the literature
review. The notes aid in compilation of the narratives which is derived from them.
Regardless of data collection method, information has to be critically examined in order to
determine its reliability
3.7 Data presentation
Narrative
The researcher formulates a project paper report after completion of the research. This report will
include tables of the analyzed data, pie charts, and bar graphs (histograms).
Descriptive
The researcher will exhibit data in form of graphic elements. The areas of corporate identity,
advertising, packaging and photography will be applied to come up with an exhibition that will
give a clear picture of the problems identified and the proposed solutions to the area of study.
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3.8 Limitations
Resources to carry out an extensive sampling and data collection method limit the researcher.
The number of questionnaires handed out was limiting thus the data collected will be forced to
represent the views of the larger majority.
Due to the nature of the premises, customer numbers are minimal. Client traffic is not sufficient
enough to constitute a comprehensive sampling and research.
The informants, exhibited hostility and unwillingness to give information. Therefore, much of
the information gathered came from student population who were available for time of research.
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CHAPTER 4
4.0Analysis of Findings
The researcher used the findings from the data collected to justify the existing problems in the
area of study as observed. The researcher tabulates findings after carrying out research.
Data presentation will be in the form of notes, graphs, tables, charts and photography. The
researcher justifies the findings as evidence of the problems and eventually formulates possible
solutions to these problems. The researcher aims at determining the findings as the true
representation of the situation in the field of study. The researcher will look at a broad picture
within thematic areas of the research study and objectives.
4.1 Analysis and evaluation
The researcher will furnish evidence for each research question formed and any hypothesis
created. Data analysis primarily entails classifying things, persons and events and the properties
which characterize them
Analysis of data is a process of inspecting, cleaning, transforming and modeling data with the
goal of highlighting useful information, suggesting conclusions and support decision making.
4.2 Problem Analysis
Aquarium bar and restaurant is a small and steadily growing company. Due to lack of exposure
in the market, the business has been slow, but it has great potential to be a competing bar and
restaurant in Nairobi.
Strong points observed by the researcher that could work to the restaurant’s advantage included:
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Willingness to grow
Ken, who was previously the manager took over as the owner and purchased the place. The
restaurant was scheduled for a rebrand but this has not yet happened due to inadequate funds and
finding a good designer who could do a good job in advertising and marketing
Potential to make a grand market entrance
Currently, the bar and restaurant is an underdog with very few people actually aware of its
existence. This is an opportunity for a phenomenal market re-entry and will catapult its
popularity.
Convenient location
Aquarium bar and restaurant is alongside the Aquarium Guest House and together under the
name Aquarium Guest Resort in Westlands. It is conveniently located in a leafy suburb of
Nairobi's safe heavens, five minutes drive from the city centre along the Westlands Road and
sandwiched between CFC Bank and the Standard Bank headquarters in the neighborhood of
African union regional office.
It is therefore conveniently placed in a place of high human traffic and activity
African style
The restaurant colour scheme gives the restaurant an artistic African feel. This can be
complemented even more with the use of African patterns like the zebra stripes on the wall and
African motifs on the fabric cloths on tables and chairs and also on the staff attires. The wall
maintains an orange and brown colour combination. This can also be used in the development if
it’s corporate identity
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4.2.1 Corporate identity Problems
Aquarium bar and restaurant exhibits problems in areas of graphic design especially its corporate
identity. First of all the logo of the restaurant cannot be seen from the outside. It’s the logo of the
guest house that is displayed outside so one cannot tell if a restaurant is nearby.
Entrance to the Aquarium bar and restaurant
Another corporate identity problem is that the aquarium bar and restaurant has not applied their
corporate design effectively. Cutlery, take away bags, table cloths and napkins, mugs and plates
are plain without any form of branding. Promotional branding items such as staff uniform, key
holders, calendars, t-shirts and souvenirs could go a long way in promoting the café.
4.2.2 Advertising Problems
Advertising is the key method of business marketing and promotion. According to the area of
advertising, Aquarium bar and restaurant suffers adversely. The restaurant employs no
advertising strategy other than word of mouth or by stumbling upon it while walking on the
street.
Crucial business promotional tools such as press ads, posters, billboards, radio and television
adverts have been ignored by the restaurant. Fliers and brochures are lacking. The walls have
58
little indication of advertising or photography on them. Even as a fish which is part of the logo,
such illustrative advertising is yet to be seen.
n
Poster adverts at the wine bar
African style is seen on the walls by the “zebra stripes” illustrations
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4.2.3 Packaging Problems
Aquarium bar and restaurant has not taken full advantage of packaging as a way of business
promotion. Packaging adds delight and increases visual communication. The restaurant has not
thought of packaging such as the African cuisine it offers.
4.2.4 Photography Problems
Aquarium bar and restaurant exhibits little photography in its premises. The only visible
photograph is for the entrance only. Meaningful photographs of types of cuisine offered and bar
activities associated with it and related themes and imagery should be displayed on its blank
walls. Attractive imagery should also be seen in its advertising also.
entrance of the guest house which is only seen in their brochures
4.3 Response Patterns and Findings
The questionnaires proved to be very useful in collection of information about Aquarium bar and
restaurant. Twelve questionnaires were issued out to the stratified population sample.
Respondents were selected randomly in each strata.
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Demographic Information
Number interviewed
6
6
Male
Female
61
40
35
Average Age
30
25
students
20
staff
15
customers
10
5
0
male
Gender
female
Occupation
7
6
5
4
3
2
1
0
staff
management
customers
62
Corporate Identity
"changes" Responses
Restaurant typeface
customers
Restaurant colour
staff
management
Restaurant logo
0
1
2
3
4
5
63
Advertising
4
3.5
3
2.5
2
management
1.5
staff
1
customers
0.5
0
Café logo
Café logo
colours
Café
typography
12
10
8
customers
6
staff
4
management
2
0
Current advertising of the restaurant Advertising is good for marketing
is enough
the restaurant
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Color combination
Maroons and Reds
Brown
baige
Red wine
Black
gold
Grey
65
Photography preference
Black and White photography
Colour photography
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4.4 Analysis and Evaluation
Questionnaires
Research from the questionnaires revealed that:
Advertising is under developed as a means of visual communication, with advertising for the bar
and restaurant done by word of mouth. However, no one was informed about it through
advertising media such as, magazines, billboards, newspaper ads, fliers, brochure etc. Both
management and customers agree that the company has slacked in advertising.
Customers and students agreed that the place had potential for a market breakthrough if
advertised effectively. However, they felt it lacked in areas like typography, African aesthetics
and brand development.
Packaging of the place has also been overlooked. This was the customers’ and students feeling
towards this area of graphic design. Respondents also found that they had no problem with black
and white photography but preferred colored ones as it exuberates the mood of the place.
Few of the customers’ wish was that advertising could be applied to the bar and restaurant
interior and graphic design applications.
Random sampling
Research from the questionnaires revealed that:
Aquarium bar and restaurant do not have any package carrier bags for customers who would like
to carry away unfinished meals. They also are lacking in general packaging and facilities. They
also lack in variety since they do not have a menu of take away..
Corporate identity clashing was evident. Logos on the outdoor signage and the ones on the menu
are different. There is very little branding on their products and merchandising such as cutlery,
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cups, saucers, aprons, napkins etc. Advertising and self promotion in the café is also poor.
Photography has also been underestimated as a tool of effective visual communication.
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CHAPTER FIVE
5.0 Recommendations and Conclusion
The researcher drew conclusions that in order for Aquarium bar and restaurant to be able to
prosper in today’s business environment, several elements have to be taken into consideration:
A new corporate identity
This will include a new logo and branding its interior and also on merchandise such as t-shirts,
stationery and cutlery. Great brands have stories that resonate with their consumers, such as
culture or history. Aquarium bar and restaurant should consider this while building its brand. The
Colour schemes can vary from the existing color scheme, orange and brown to colour shades like
gold, wine red and white(grey) since the colours resonates well with staff and general public.
Branding of staff uniforms will act as a way of self promotion for the company. Web design,
window graphics and vehicle signage will push the brand further.
New and improved packaging
The Aquarium bar and restaurant should create an avenue for exploration of packaging. The
effective visual communication of the company’s ideals and goals should be carried on to its
packaging design of carrier bags. The use of sustainable packaging such as recycled bags or bags
made out of cloth could catapult the status of Aquarium bar and restaurant as an eco friendly
venue
Attractive photography
Both black and white photography and colour photography will be applied in the rebranding
strategy of the Aquarium bar and restaurant. Photography will have an emphasis on quality of
services and products. Images representing the menu of the different African cuisine offered and
also services offered at the bar section.
The interior of the restaurant will also be taken photos to be advertised in magazines and website
blogs to propagate a good company image and help push the brand
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Minimalistic photography with a strong emphasis on the item being promoted is important. This
creates a strong impression and understanding of visual hierarchy.
Photography will be applied In brochures and fliers, web design, posters, billboards and
publications. Simple storyboards for television will be next in achieving success for the newly re
branded restaurant Photography is considered as both and communication in brand building for
the restaurant.
Aggressive Advertising
Guerilla methods of advertising will be need to push the restaurant rebrand into public light.
Advertising such as calendars, in house publications, fliers, posters and billboards will be
necessary. The adverts will aim to push graphic style elements of digital photo manipulation and
illustrative art deco styling. Elements of minimalism and Swiss International type styling will be
considered. This is purely because illustration is well placed to communicate visual language.
The use of Art deco is because of it classiness, timelessness and decorative nature.
Conclusion and Implications
The researcher undertook this research as part of fulfillment of the degree course at the School of
the Arts and Design. A lot has been learnt about the importance of graphic design in business
promotion. A lot has also been explained on the relations between graphic design, African style
and art. Photography has come out as a very important tool for visual communication by virtue
that it is understood by all. However it is complemented by words, especially when advertising is
involved.
Each chapter played a vital part in the understanding of this research. Chapter one introduces the
study, reports the problem, state objectives and gave a clear overview of the study. Chapters two
discussed literature related to the research. Information concerning minimalism and previous
graphic art styles and culture were reviewed. Information pertaining to the four areas of graphic
design: Corporate Identity, Advertising, Packaging and photography were also reviewed.
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Chapter three presented the research design and process of the collection of data. The analysis
and findings from the data collected is presented in chapter four. Chapter five was the conclusion
and recommendations as presented by the researcher.
Needless to say, the four areas of graphic design: Corporate Identity, Advertising, Packaging and
Photography need to be taken into consideration whenever creating or promoting of a product or
service. Any business that embraces these areas can enjoy longevity
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BIBLIOGRAPHY
BOOKS
Brockmann Josef (2009) Grid Systems in Graphic Design Fairford: Antique Collectors Club
Creswell John 2009) Research design Qualitative and Quantitative Approaches (3rd .ed) London,
New Delhi: Sage Publications
Dawson Catherine (2002) Practical Research Methods New Delhi: UBS Publishers
George Marcus (2002) What is Design Today? New York: N. Abrams Publishers
Guadagni, Walter (2004) Pop Art UK: British Pop Art 1956-1972 London: Silvano
Henri Mouron (1986) A. M. Cassandre: affiches, arts graph, théâtre. - München:
Schirmer/Mosel, 1985 published in English as Cassandre: Posters, Typography, Stage Designs
London: Thames and Hudson
Hicks Wilson (1973) Words and Pictures: An introduction to Photojournalism New York:
Harper & Brothers
Hillier Bevis (1968) Art Deco: of the 20s and 30s. London: Studio Vista
Kepes Gyorgy (1995) Language of Vision New York: Courier Dover Publications
Kumar Ranjit (2005) Research Methodology-A Step-by-Step Guide for Beginners (2nd.ed)
Singapore: Pearson Education
Lipton Ronnie (2002), Designing across Cultures Ohio: HOW Design Books
Laurel Brenda, Lunenfeld Peter (2003) Design Research: Methods and Perspectives
Massachusetts: MIT Press
Robert K. Brown (1979): The poster art of A. M. Cassandre New York: Dutton
Yin Robert (2003) Case Study Research: Design and Method (3rd..ed) California: Sage
Publications
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William Arens (2004) Contemporary Advertising (9th .ed) New York: McGraw-Hill Irwin
Ellen Lupton “Writing Lessons: Modern Design Theory,” unpublished essay by, written for
graduate seminar taught by Rosemary Bletter, City University of New York Graduate Center,
1988.
ONLINE SOURCES
Arthistoryarchive.com “The Prince of Pop Art “Retrieved on May 21, 2012 6.25 pm from
http://www.arthistoryarchive.com/arthistory/popart/Andy-Warhol.html.
David Ruth (2011). Rice U. research shows Starbucks logo redesign could prove beneficial to
company. Retrieved February 1, 2012, from http://www.eurekalert.org/pub_releases/2011-01/rurur010711.php
Hornor Tara (2011). An Examination of Minimalist Design. Retrieved February 1, 2012, from
http://www.justcreativedesign.com/2011/05/04/minimalist-design/
Kyrnin
Jenifer
(2012).
Color
symbolism.
Retrieved
February
1,
2012,
from
http://www.webdesign.about.com/od/color/a/bl_colorculture.html
Miur Laura (2011) Notable: T. Lux Feininger, Photographer and Painter, Dies at 101 Retrieved
on May 23, 2012 at 7.39.pm from http://bwgallerist.com/tag/bauhaus/BAUHAUS,and
http://www.nytimes.com/07/14/2011-Arts/FEINENGER2_obit.html
Swallow Deborah (2010). Meaning of Colours Across Culture. Retrieved February 2, 2012, from
http://www.deborahswallow.com/2010/02/20/meaning-of-colours-across-cultures/
The Graphic Design Forum has many links to graphic design, codes of ethics, inspirations and
the information about the design profession
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(http://www.graphicdesignforum.com/forum/showthread.php)
Visual ArtsCork.com History of Pop Art Retrieved may 19, 2012 01.00am from
http://www.visual-arts-cork.com/history-of-art/pop-art.html
Zax David (2012). Big in Japan? The New Starbucks Logo Could Assist Company’s Asian
Expansion. Retrieved February 1, 2012, from http://www.fastcocreate.com/ big-in-japan-thenew-starbucks-logo-could-assist-companys-asian-expansion.html
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APPENDICES
APPENDIX I: QUESTIONNAIRES
QUESTIONNAIRE TO THE CUSTOMER
Thank you for taking time to fill in this questionnaire. The information given will be used solely
for academic purposes by a design student at the University of Nairobi.
1. How often do you come to this restaurant? (Tick where appropriate)
I)
Daily
II) Weekly
III) monthly
2. How did u come to know of Aquarium bar and restaurant
I)
A friend
II) word of mouth
III) Advertisement
3. What fascinates you the most about this place? If there’s no reason state why?
4. What African cuisine or bar services do you prefer? Give reason why?
5. If u were asked for your own opinion about the place how would you describe it?
6. What changes and improvements would you suggest or recommend to the management. If
there are state them?
7. Do you like the type of advertising and marketing that has been used to promote the place
against its competitors?
8. On a scale of 1-10 how do you rate the services you are offered? (10 for distinction and 1
for poor)
9) On a scale of 1-10 how do you rate the design of this place? (10 for distinction and 1 for
poor)
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QUESTIONNAIRE TO THE SUPPORT STAFF
Thank you for taking time to fill in this questionnaire. The information given will be used solely for
academic purposes by a design student at the University of Nairobi.
1. What is the general behavior of your visitors?
2. What food and drinks are available at your bar and restaurant?
3. What do they mostly enjoy?
4. How many visitors do you receive on an average day?
5. Do you receive any complaints from your customers about anything? If yes state some of
them?
6. You as a staff member, would you like to see any changes or recommendations done on the
restaurant in terms of design layout or colour change?
7. Do you sell souvenirs to your customers? If yes why? If no, why not?
8. If you were a customer to this place, would you be impressed with the current situation that it
is in or you would improve some aspects? And if so, which ones?
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QUESTIONNAIRE TO THE MANAGEMENT
Thank you for taking time to fill in this questionnaire. The information given will be used solely for
academic purposes by a design student at the University of Nairobi.
1. What type of people do you mainly get as customers to your place?
2. Do you target a particular group of visitors? If so why?
3. Why open a bar and restaurant in the first place and what is your target market?
4. Are there any complains you might have received from your customers? If so kindly state them
5. what technique have you employed so far that is eye- catchy to new customers who have
recently heard about your place of food and drinks?
6. Are there any offers you give to your customers who occasionally come there to dine or wine?
If so kindly state them and on what days of the week do you offer them?
7. Dou you think your restaurant has maximized on areas like advertising, design compositions
and marketing its brand and services?
8. What are your current advertising and marketing efforts?
9. Are there any improvements you would like to do to the place to give the satisfaction a
customer wants while he or she is there?
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