Colour
As memes are fun, striking and vibrant, a duller colour palette for designs seemed to be inappropriate to the response. Looking at colour in marketing, I identified that brands tend to use brighter colours when targeting younger audiences. Apple did so with their 5C range - adding bright colours to the backs of phones successfully attracted younger consumers.
As there are four main rounds to the card game, four bright colours were chosen to be used for the backs of them. Initially, I looked at using fluorescent card; however, white ink can not be printed onto coloured materials. As the 'Memerize' type on the lime green colour can barely be read due to such a low contrast, a shade of blue was chosen that improves legibility. The four main round colours settled on can be seen to the right. They are very bright to try and catch the consumer's attention when displayed on a shop shelf. These would be printed onto white card, as opposed to using coloured card. In terms of typography, black and white would be used for the best possible contrast and legibility. The final colour palette settled on can be seen below.
As there are four main rounds to the card game, four bright colours were chosen to be used for the backs of them. Initially, I looked at using fluorescent card; however, white ink can not be printed onto coloured materials. As the 'Memerize' type on the lime green colour can barely be read due to such a low contrast, a shade of blue was chosen that improves legibility. The four main round colours settled on can be seen to the right. They are very bright to try and catch the consumer's attention when displayed on a shop shelf. These would be printed onto white card, as opposed to using coloured card. In terms of typography, black and white would be used for the best possible contrast and legibility. The final colour palette settled on can be seen below.
Game Name
After gaining some great feedback in the previous crit regarding the name and how a single word should be used. At first I had a brainstorm for how the word 'meme' could be incorporated into a word. Considering that it is a guessing game in a sense, I came up with the name 'Memerize', which combines memes with memorizing the answers. I chose to use 'ize' as opposed to 'ise' because Hasbro is American, where they use 'z''s instead of 's''s.
Typography
As Cards Against Humanity was extremely successful and had a very clean aesthetic in terms of its plain use of Helvetica Bold, I wanted to incorporate this aspect into our game. However, as our game focuses on memes it was only appropriate to reference the type in them - all online memes are known for using Impact Bold. A few examples can be seen on the right. For this reason, I initially asked a small crit group to pick which typeface they associate with memes the most out of Impact Uppercase + Lowercase and Helvetica Uppercase + Lowercase. Everyone picked Impact Uppercase, purely because of that instant visual link to memes. To try and therefore find a middle-point typeface between Impact Bold and Helvetica Bold, both were compared in Photoshop. Impact has very thin tracking, whereas Helvetica is more widely tracked. Impact has a higher x-height and the letters are much thicker in width. By considering these characteristics a typeface was found that is almost a combination of different qualities - Din Pro Bold Uppercase. This was to be used in the production stage to visually hint at the qualities of Impact and Helvetica.
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