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Edible Ampersand Personal Project by Ashley Anastasia Howell |
Home > Winners > Design #68953 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
AH: The idea behind the Edible Ampersand is to learn more about food, layout, photography and typography, as it is an experimental ongoing project.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
AH: The main goal is to gain knowledge of photography, as well as working with food as a subject.
FS: What are your future plans for this award winning design?
AH: I continue to work on this project as long as I can. The project was intended to be an ongoing experimental piece that I could contribute to every week.
FS: How long did it take you to design this particular concept?
AH: Every layout takes between 3-5 hours each. There have been some that exceeded five hours. To date there have been 40 ampersands produced.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AH: This was a project that was derived from an individual social post and it grew into a full ongoing project.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
AH: No. All work is made solely by Ashley Howell. No intent to sell any of the pieces.
FS: What made you design this particular type of work?
AH: Inspiration and want to learn.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
AH: No.
FS: Who is the target customer for his design?
AH: My audience is primarily people with an eye for design, an appreciation for photography and ampersands along with having a Do It Yourself mentality.
FS: What sets this design apart from other similar or resembling concepts?
AH: Many people have produced Social sites that feature food and food art or typography and hand lettering but I believe my concept is original with the focus on food made ampersands.
FS: How did you come up with the name for this design? What does it mean?
AH: It was catchy and felt it would stick. I also did not want anything too long and boring. I feel it is self explanatory making it an easy concept to understand.
FS: Which design tools did you use when you were working on this project?
AH: To produce the actual ampersands there was various materials used including coloured paper, glue, knives, tweezers, string along with other various photography tactics. The photos were taken with a Cannon in a studio with various photo tools and lighting. Then the photos are edited in Adobe programs including Illustrator Photoshop and Premiere Pro.
FS: What is the most unique aspect of your design?
AH: The concept I believe combines various elements that have been explored but I bring in a unique combination of typography, food and photography into the project.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AH: My husband has helped me with some of the video elements but otherwise this is a personal project of mine.
FS: What is the role of technology in this particular design?
AH: I think the technical aspect can be seen in the photo edits along with touching on editing features seen in photoshop.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
AH: This is mainly a project about research in general and exploring both typography and food.
FS: What are some of the challenges you faced during the design/realization of your concept?
AH: Some foods just don't like to be photographed while others need help with looking pretty. Greasing up cheese can sound pretty gross although it looks amazing when photographed.
FS: How did you decide to submit your design to an international design competition?
AH: I felt I had a unique project that would be enjoyed by others.
FS: What did you learn or how did you improve yourself during the designing of this work?
AH: The project is about self improvement and so it is a constant learning experience. I also feel every project brings on new obstacles which helps achieve new challenges every week.
FS: Any other things you would like to cover that have not been covered in these questions?
AH: Nope, thank you!
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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