Evaluation

The main idea I set out to communicate with my series of Kew Gardens posters is
conveying information in a way that is visually appealing yet successfully passes
information to the viewer.
I came up with this after the influence of the shapes, forms and texture seen at
Kew Gardens as well at the posters seen around the gardens and other areas of
London. Attractions like Kew Gardens can often have a negative stereotype of
being boring, therefore I set out to create posters in a modern and on trend
way. This way it encourages the younger generations to go and enjoy the beauty
of nature that Kew tries to pursue.
One of the artists I researched to achieve my final piece is Quim Marin to form
the initial poster idea. After seeing posters in and around Kew Gardens for
different events, I thought of creating my own to appeal more to a younger eye.
His use of modern and minimalist design influenced me to develop posters,
which work alongside these ideas. I did this by using simple, geometric shapes
which fit together to form patterns and larger compositions with the textures
informed by what I had seen at the gardens. Textural artists I looked at were
Gerhard Richter and Tssia Bianchini, both with similar work yet create different
feeling to their work. They influenced my own by trying to indicate the individual
textures from Kew in which I communicated through using different techniques.
With the Gerhard Richter inspired pieces, I used rougher, more textured strokes
to show the uneven surfaces of tree bark found all around the gardens. In
contrast for the Tssia Bianchini inspired paintings I used smoother, more
gestural strokes to convey the natural forms found like the shapes of the trees
and how the plants are composed, overlapping and entwining with one another.
Using the two of these artists together means I can combine multiple abstract
painting yet send a different message across in each one.
My idea had not changed that much since starting the piece, as I wanted to be
able to merge different paintings and prints to form a modern and minimalist
poster which expresses the event of a winter art exhibition taking place at Kew
with work displayed inspired by the gardens itself. I used the cold colours of
blues and silver in the paint to reflect the temperature and weather at that time
of year. This will coincide with other displays that would be seen around the
season so the posters fit in their surroundings, creating a more aesthetically
pleasing look.
I think the most successful element in the posters is the mixed combination of
textures I have created using paint, ink, photos from the gardens and
collagraphs. This generates a range of tones and textures that hold and
represent different shapes and forms including line and structure to create
interest and draw attention to the poster.
The idea of basing my work on modern and minimalist designs allows for the text
to be clearly read and seen from afar or at a glance. Because there is still a lot of
white areas, it reduces the chance of the space becoming overcrowded and busy,
emphasising the information and not overpowering it.
Overall, I think my final series of posters communicates the idea I was trying to
get across as it passes the information on to the viewer in an aesthetically

pleasing way and displays the artwork inspired by the gardens, which the posters
are promoting. Although they are all similar and variations of each other where
the colour scheme and design theme match, there is still a lot of unused space.
Therefore to improve I would develop them by testing out different combinations
of paintings and prints used to see how effective it would be to use the space
more evenly.