J card initial designs

The initial ideas for the J cards have been inspired by and incorporated from the flag initial ideas whilst also having new designs to experiment with. The 1st J card design features the previous design of a woman playing the piano. With the J card layout the design has been extreme cropped with the woman’s face shown on the back of the J card and the hands on the piano on the inside to highlight the change of the genre after the revolution of rock and roll. The dots have been overlaid to add more texture and interest to the image also. 

The second idea for the J card uses the previous design of the woman and the guitar and splits the design to show the face of the woman on the back and the rest of the image on the inside, of which features the overlaid shapes. The idea was chosen to develop because of the colour scheme worked well and the image of the woman used highlights the women dominance and the earlier style of the genre.

The third idea for the J card features a new design which has dancing women of which are overlaid using the pink, purple and blue colour scheme. The image of women dancing was chosen as it reflects the artists of which are primarily women of whom have backing dancers in their performances. The use of the crowns in the design is to represent the Melodifestivalen logo whilst also referencing the culture in which the most popular women in the genre are associated with being ‘diva’s’. The design features the repeated pattern on the inside whilst having a change of position for the back, experimenting with extreme cropping also. 

The 4th idea for the J cards features the previous design of the dancers but however doesn’t overlay the figures as close. The Dancers have been overlaid onto a black bit-mapped image of Stockholm for experimentation of texture and the difference of the colour onto a background. On the back of the J card crowns have been placed playfully to reference the Melodifestivalen logo of which highlights the context of the women dancing. It was decided that the black background did not complement the image well and dulled the colours, so wasn’t developed further. 

The 5th idea for the J cards uses the Swedish map explored in the flags, The design explores the use of negative space, with having the crowns overlaying the map and the use of experimental marks. The design represents the contest of Melodifestivalen because of the logo representation to the crown, with also highlighting the culture and female dominance in the genre that is linked to being a ‘diva’. The idea was abandoned because of the colour palette not representing the genre well and having the crowns be the focal point wasn’t as effective as using the images of the women.