OUGD401 - Context of Practice, Task 2

As introduction into the critical analysis required for the Context of Practice module, we were asked - in groups - to analyse the overall design for the Leeds College of Art 2012/13 prospectus, foucusing on;. We were also ased in the seminar to provide a rationale of our opinions on what was successful / Unsuccessful.

Does not look like a prospectus for an art and design specialist collge.
I belive the prospectus, which is required to inspire a new generation of students, has no personality to it. Leeds College of Art is a art and design specialist college, which is one of the reasons it is chosen for higher education into an art or design subject, however, the prospectus has no creativity and could be for any university offering an art or design course.

No logic to the order of the pages.
The order of the pages inside the prospectus itself,  is confued.

Type used is not effective.
The typefaces used throughout the prospectus is Apercu and Heureka! Although the typeface, is an sans-serif, helvetica style which usually can look quite graphic I do not belive it is effective. The designer has used an 'bold' type weight which I think, is almost to 'heavy' for the page. The designer has also used the same point size for the body copy within the layout as the header for each chapter, therefore the title does attract the viewers attention.

Paper changes from 'Matte to 'Gloss'.
By flicking through the prospectus, I noticed that the typef paper used changes from 'Matte' to 'Gloss' which I belive for an art and design institution not only appear unperfessional, but also does not give the prospectus a sense of continuity.

No logic to the page layouts.
As a graphic designer, when designing page layouts, I often like to use a 'grid' system to align the different aspects of the design such as the title, image and body copy as I belive it maes the separate elements feel like one design and is more visually effective. However, the design for the page layouts in prospectus do not seem to use this system and as a result the layouts feel as if no thought has been given to them.