Inspiration for this poster came from the 100-year anniversary of the De Stijl movement. I chose to complete the event poster for the retrospective exhibition titled Mondrian to Dutch Design held at the Gemeente Museum in the Netherlands. The event opens on Saturday, February 11th, 2017 to Sunday May 21st, 2017.
At first glance you may wonder why the poster is in English. According to the EU language report from 2012, nine in ten Dutch people speak English as a second language (EU language report).
According to the Netherlands Museum Association, museum attendance is comprised of 80.00% working age population and in 2015 — 61.5% of those who visited museums were of an upper socio-economic group (Recreational and cultural activities by income bracket, 2008). According to the Centraal Bureau highly educated people are more likely to attend cultural and museum events. One in three people visited a museum in the Netherlands in 2003 and it was more frequent for those living in the city to attend a museum exhibition than those in rural areas.
Most importantly, the Centraal Bureau states that: “They also receive a large share of the available subsidies and the growing number of foreign tourist.” As such, I chose to complete the assignment with the educated, upper-middle class and foreign tourists as my target audience. Upon researching into gender targets there was no clear correlation between gender and museum attendance. The same was true with age between 18 and 75 years. After 75 years of age museum attendance drops significantly (Centraal Bureau).
The poster outline is based on Composition with lines and color: III, 1937 by Piet Mondrian. The layout is structured around a 10 by 12 modular grid. This grid was successful in structuring a rough representation of Composition with lines and color: III and allowed me to section the information into various rectangles.
The most important information on the poster roughly starts or ends based on the rule of thirds.
There are no added images with the acceptation of the logos, sponsors, QR code and the reference of Composition with lines and color: III.
I chose braggadocio and hiragino kaku gothic creating a contrast typographical relationship. Braggadocio, though difficult to read, has an interesting structure. The clean, geometrical shape of the letters with strong stroke weight and filled bowl stylistically (visually) compliment the minimalist style indicative of the De Stijl movement with strong vertical and horizontal strong and varying line weight.
The color pallet consists of primary colors, specifically referenced from Composition with lines and color: III, 1937 to make a clear visual association between this even poster and the painting.
I sought to establish a clear visual hierarchy with Composition with lines and color: III reference as the most notable element. The entire poster is structured around this painting. Composition with lines and color: III is cannon for the De Stijl movement and would be easily recognize by the target audience. Immediately, it is known that this event is related specifically Mondrian or more broadly the De Stijl movement.
The header, stating the title of the exhibit is rendered using reverse lettering making it notably different from other graphic elements in the poster. The reverse lettering and size of the braggadocio text, makes it visually and structurally different from the other element in the poster.
The next element is the event dates, written in hiragino kaku gothic. The size of the text is larger than that of the body text information and it is written in capitals to distinguish it from the rest of the poster. The smaller size and regular weighted font also distinguish it from the title of the exhibition.
The address, directions, hours, contact information and price to enter is written using hiragino kaku gothic with a title in braggadocio. The information is aliened-left to ease in readability and convey a sense of formality.