OUGD401 Design Context: Prospectus Evaluation

In our seminar groups we had to look at the new Leeds College of Art prospectus. We looked and evaluated it from a artistic point of view. Baring in mind that we were the target audience of the previous prospectus a few months ago, we were effectively able to analyse and evaluate it and provide critical and credible feedback. 

These are the things we noticed

• Front layout is badly designed and looks like a powerpoint template
• Bad layout of text
• Poor use of images
• Overwhelming use of text
• Subheading type works well
• The paper isn't high quality, the expensive finish with the text doesn't work
• Needs to be a better balance of image and type
• No mention of Leeds College of Art, or logo on the front of the 
• The logo is on the back but isn't centrally aligned, the designer didn't take into consideration the width of the spine when designing.
• The sudden change of black paper with white text half way through doesn't work
• The change of paper colour (black/white) throughout is unnecessary
• Should be more image based
• Not visual enough for an arts college
• Text placed over some images is hard to read as it is in the same colour
• Images are poor quality, some look 'stock image' sourced     

We were then asked to construct a small amount of constructive criticism based on our earlier findings.

The first major negative criticism of the prospectus is some elements of the front cover. Firstly the colours do  not work well together. The embossing technique used to print the main red title on to the cover is ineffective, the red colour is to transparent and is drowned out by the blue creating a dull colour. The cover would work better in a more simple, stylish black and white colour scheme. Secondly a major flaw of the prospectus is the non alignment of the college logo on the back cover. This mistake connotes unprofessionalism and a lack of attention to detail. 

Another fault of the prospectus is a lack of navigation and direction throughout it. There is no real sense to the structure and order, and it is hard to extract relevant information from. Overall it looks like a prototype or unfinished product. I think there are certain elements that work, such as the titles and subtitles. However this prospectus is not an accurate, effective representation of the talent and creativeness that the university has to offer. The lack of attention to detail doesn't connote the professionalism and high standard of Leeds College of Art.