Assignment 2 (Improved)

Abstraction Process

As suggested, I did not invert the colors but abstracted further. I also kept the nose and made the ear longer and sharper (fifth abstraction). The fifth abstraction was chosen for the name card as I felt that the last one was too abstract. The muzzle reminds people of a dog, but it can also be any member of the canine family. I also have no idea on how to incorporate the last abstraction with the text on the name card.

On the other hand, the fifth abstraction is rather obvious: people can easily tell that it is a dog. (Like one of Julian’s feedback for Assignment 1, I think the abstraction looks a bit like Scooby Doo too.) Thus, I hope to make it more interesting with the name card’s design.

Name Card

Initially, I extended the line of the dog ear (left end) to form “DOGZ!” However, it was less legible as the line was continuous. Consequently, I cut the line to separate the letters.

I had the most problem with the layout, especially with the position of the dog. I tried to put it at the top right hand corner, but the white space at the bottom looked funny. On the other hand, I didn’t want to fill up the whole name card with design. Finally, I decided to place it near the bottom, with text to the left. After adding contact details, I have also extended the line of the dog’s neck, as this gives a sense of closure around the contact details.

I have added minimal color to the dog as I felt that the design looks more mature this way. Moreover, as I have written in the company abstract, my products and services are rather expensive (“affordable” is subjective ;) ). A mature design is more suitable for the target market, which probably consists of adults who can afford the products and services.

I chose a simple blue and white background as these colors go well with the dog’s colors. Blue also gives the impression of being cool and collected, and it conveys professionalism (I think I read this somewhere). I slanted the angle of the gradient as the dog has to be white. (A blue dog looks freaky…)

My dad said the “Z” in “DOGZ!” looks like “2,” and suggested that I color it, which is what I have done.

And yes, the abstract for a pet shop is much easier to write than that of a guard dog company :)) Here it is!


Company Abstract
My company is “DOGZ!” It is a pet shop that specializes in canine products and services.

Dog owners will find everything they need here:

Different kinds of dog food and treats sold at affordable prices. Apart from established brands, we also sell organic dog food for health-conscious owners and dogs.

For hygiene needs, we sell a variety of shampoos for dogs. These are catered to dogs with all kinds of coats. Medicated shampoos for flea and tick problems are also available. Other products include powder and toothpaste for dogs. All products are clinically tested.

Dog harness and leashes of all sizes and designs are available. We also sell dog T-shirts, dresses, footwear and other accessories, so owners can dress up their dogs for special occasions.

Dog owners can pamper their dogs with the wide variety of toys available.

We also offer grooming services. If owners feel that their dogs deserve extra, spa for dogs is available by appointment. Our professional groomers are experienced and will handle every dog with care.

We sell adorable puppies for owners-to-be. All puppies are certified pedigree breeds. Our friendly sales assistants will always be ready to help future owners with any queries they may have.

For more information, please visit our website at dogz.com.sg or email us at dogz@gmail.com.