Revisiting Gestalt

Similarity – the objects in the design are the same colour

Proximity – the objects in the design are placed close together to collectively form one image

Closure – the foreground objects collectively form an overall image in the mind – “U”.


Similarity – Proximity – Closure

Loose Juice

You are briefed to do an illustration for fruit juice packaging (orange and banana flavour). The name of the product is: Loose Juice.

Initial sketches:

Concept development:

I decided on a modern design to market the juice as a trendy drink for adults – fresh, clean and healthy. I chose the three arc design as it has a minimalist and modern feel to it. It is essentially an impression of the first sketch drawn on the first page – an arc of the leaf, orange and banana.

Building in Illustrator from sketch:

Initial build:

Even though the arcs are impressions of a leaf, orange and banana, because of the colour selected, the images resemble falling green leaves, which reinforces health and freshness.

The ‘orange & banana’ is only one flavour, and it is presumed that a whole line of flavours will be introduced to the market, so the design accomodates for that.

Playing with spacing & sizing:

Final draft:

Because the design is simple it can work for all sizes; also as a stencil, outline or in negative.

Rice Packaging

Design packaging for rice. The packaging has to be different from what is out there in the market. Apply each one of the SCAMPER techniques and do a write‑up on your findings. Then choose the option that you think would work best and do a sketch of what the packaging would look like.

Already on the market:

Web searches


Substitute – Rather than a rip or pull open lid, have a slider.

Combine – Put a measure window on the side of the box.

Adapt – Make the top of the box a measuring cup.

Modify – Have a circular hessian bag with draw string so it is formed by the rice and shape of environment.

Put to other use – The rice box is part of a box system of goods that slot into a bigger box form for tidy and compact shelving.

Eliminate – Take away the cardboard and make the packaging into triple layered paper.

Rearrange / reverse – Rather than providing packaging for 1kg, provide packaging that portions to the recommended daily amount of carbohydrates for weight loss.

New packaging:

Rice Bowel

Eco-friendly – recyclable materials, and reusable

Functional – holds product, has a clip lid for reuse, label is removable, washable, stackable


TASK: A teaspoon is the object. Apply each SCAMPER technique to create new products.

substitute something
Substituting the material of the spoon into wood for an organic and rustic feel.

Marketing: eco-friendly

Organic spoon

combine with something

Add a food pick as the handle of the spoon.

Marketing: two-in-one / convenience


adapt something to it

Flatten the spoon to change it into a mini egg-flip.

Marketing: for crafting horderves

Side view

magnify by adding

Adding an organic carry-case for travel and protection.

Marketing: travel utensils

Travel case

put to other uses

Native wood with the country’s cutout is a modern take on the traditional teaspoon souvenir.

Marketing: Native organics


eliminate something

Take away the middle of the spoon to produce a whisk for better mixing of drinks.

Marketing: efficiency

Drink whisk

rearrange / reverse

Create the handle of the spoon into a product – a spice spoon.

Marketing: back to basics

Spice spoon

Golden Arches Logo

Original Design concept:
In 1952, real golden arches were part of the restaurant design.

Web Search

In 1962, the golden arches were incorporated into the logo design. A V was suggested to represent the arches. It was turned into an M to represent the arches viewed from a certain angle. The current Golden Arches logo, introduced 1968, resembles an “M” for McDonald’s.

Web Search

Web Search

McDonald’s Logo vs SCAMPER

1. V to M – restaurant design

2. In Canada, all McDonald’s stores and commercials have a maple leaf in the middle of the Golden Arches.

3. In Sedona, Arizona, the arches were made turquoise to avoid contrasting with the State’s red rock.

4. Two McDonald’s restaurants, one in California and the other in Arizona, have black arches.

4. Two restaurants, one in Paris and the other in Bruges, have neon white arches.

5. Some McDonald’s signs only have one arch or part thereof.

6. In 2018 and 2019, the arch was turned upside down to represent a “W” for International Women’s Day.

  • Adapt
  • Combine
  • Adapt
  • Substitute
  • Substitute
  • Put to other uses
  • Put to other uses
  • Reverse Rearrange
Web Search
Web Search


Wikipedia 2019, Golden Arches, accessed 24 August 2019,

Inkbot Design 2018, History of the McDonald’s Design Logo, accessed 24 August 2019, <;

Journey to Noroff

Learning Activity – wk1

I’m Leanna Lunde. I’m an Australian who has been living in Norway for the past 15 years. I’ve mainly lived above the Arctic Circle – amazing place – and have just moved down to Oslo to transition into a design career.

I’ve been lucky enough to have had a diverse career in the Arts. I’m an educated Stage Manager with credits in playwriting and video production, and have worked in the Arts as a producer, dancer, choreographer and community artist.

Art and design has always been a part of my job, but now I want to make it official. I’m currently doing a design and marketing internship with a Norwegian company while studying Graphic Design at Noroff. I’m looking forward to honing my skills and reaching the next level.

I am also the manager and designer for a Trance duo based in Norway where I get to extend my skills in design with album artwork, posters and video. I’m excited to have working opportunities to put my design learning into context.

This blog is essentially a platform to document my learning adventure in becoming a Graphic Designer. As I’m at the beginning of my journey, I know I will likely make lots of mistakes and do a lot of work which I will feel embarrassed about in five years time, but… Bring it on!

Design Interests (ATM)

Motion graphics
Movement – I’ve always been drawn to the art of title sequences and motion logos – playing with timing and

Flow – Creating a journey of ideas though text and image that not only entertains but inspires the viewer to action, is both challenging and rewarding.

Design Art
Communication – expressing complex ideas by the simple and elegant juxtaposition of words and image is an exciting challenge, which can produce powerful outcomes.


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