Fierceblooms Floristry Blog Design – Part II – Aesthetics

In Fierce Influences by Fierceblooms0 Comments

WORDS: Ricky Bache PHOTOS: Ricky Bache
In a post last month, I described the technical features of the Fierceblooms floristry blog design. This post covers other aspects such as typography, how we achieved the look and feel we wanted including colour harmony and layout.

I am most often drawn to the warm side of the colour wheel.

As an water-colourist, I am most often drawn to the warm side of the colour wheel in my painting. I remain enthralled with the yellow ochres, burnt siennas, naples yellows and my very favourite, Daniel Smith’s quinacridone gold.

The site colour palette is centred around this lovely colour ( hue angle ca. 1 YR on the Munsell colour wheel).

The page background is Alabaster. Darks Bracken and Pewter are used for the body text. Dusty Orange features on buttons and tinted whites are used for text boxes. Together, this combination gives the site it’s ‘old-yet-new’ feel.

The archival neutral “Alabaster’ was selected as the site background colour – more characterful than plain white.

We utilised earthy, brooding darks for body text and highlights (‘Bracken’ (Pantone 19-1015) and ‘Pewter’ (Pantone 15-1322)) as well as colourful oranges ‘Dusty Coral'(Pantone 11-0617) and ‘Mock Orange'(Pantone 12-4304) for buttons and accents.

A set of analogous tints – ‘Old Lace’ (1Y), ‘Fantasy’ (1YR), ‘Vista’ (1.5YR), ‘Spring Wood’ (1GY) – are used to frame text and photo galleries on the blog posts.

This palette of colours gives an ‘old-yet-new feel’ – just what we are striving for with Fierceblooms. The style tsars WGSN, call this look ‘Past Modern’ and it is seen as a key trend for Spring-Summer 2016 (SS16).

Fonts speak louder than words.Anon

As lovers of typography, we are avid readers of Jeremiah Shoaf’s Typewolf blog. Jeremiah is amongst those making the very important point that, with today’s ‘Retina’ display devices, there is no longer any legibility compromise in using those classical serif typefaces. We therefore resolved to use our very favourite, Garamond (Adobe Garamond Pro), as body font for Fierceblooms floristry blog. With it’s fetching ligature on ‘fi’, we also considered it as a possible base for a logo design.

To complement Garamond, for menus and button text, we choose P-22 Underground, a sans-serif based on a font originally commissioned in 1913 for use in that iconic London Underground signage.

Finally, after much experimentation, for our floristry blog title font we choose the lovely Isabella – a clean copperplate calligraphy font from indie type designer Seniors Studio. With some custom work in Adobe Illustrator, we created the final vector title banner and shortened logo mark you can see adorning our site.

With beautiful colours, imagery and typography – we were looking for a magazine-style layout to showcase this in the main blog posts.

With beautiful colours, imagery and typography – we were looking for a magazine-style layout to showcase this in the main blog posts. We loved the site of the New York based illustrator Ayaka Ito. The Cereal travel and lifestyle magazine site also influenced our design layout thinking.

Using X short-codes incorporated in the Ethos theme – features like 2-column layouts, dropcaps, pull-quotes and content-banding – enabled us to achieve just the sort of look we were striving for.

In a few months, we intend to add video elements to the Fierceblooms floristry blog – FierceTV. We are working up lots of exciting ideas around this concept that we will share later.

Please Share If You Like My Work

Leave a Comment