DT&G Magazine Editor's Column
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Master of Color & Texture

... Jon C. Lund does delightful Deco...

When we first received the Spring Travelsmith catalog it passed around the DTG studios, impressing everyone with rich colors, texture and the extraordinary style of the golden era of posters. We immediately got in touch with Travelsmith to invite Jon in.
      Jon has more than 20 years in illustration or design -- 14 years free-lance -- specializing in classic poster style for covers, POS, event posters, annual reports and advertising. He holds an Assoc. degree in commercial art from Akron U. and plied his talents with airbrush until the computer came along -- and that's when he became the self-taught wizard of Illustrator and Photoshp.

Ladies and gentlemen, it gives me great pleasure to welcome Jon C. Lund to DT&G today.

DT&G   Jon, we've been to your web site, and taken in a lavish array of visual delights -- It's a great pleasure to have you with us today...

Jon:   Hi, to any and everyone out there. Great to be here... always like to talk about art.

DT&G   Jon, two of the most compelling aspects of your art seem to be the wonderful drawing quality of the images, and the superb mixture of flat color areas and strategic texturing.
      But first let's talk about how you get started... do you trace to paper, scan -- do you start from scratch in computer? Work from Photos?

Jon:   Tom Fong at TravelSmith will tell me of the product, location and the basic selling point that they want to use to sell the item. Then in few days I'll get back to him with some rough layouts as to how to combine all the elements and add a little wit or humor and still get the item as large as possible on the cover. (See at right)

DT&G   Then you decide on actual reference items?

Jon:   Yes. Tom sends photo references for the item to be featured.
      Some parts I follow and some I don't. For other elements like famous locations, they usually fly me to so I can take my own photos. Italy is wonderful this time of year! Just kidding -- unfortunately I don't fly there -- I go to any one of the stock photo sites. For a guy who for years had to go to the library for the least little bit of reference, these sites are a godsend. I don't need to buy the photo or even trace it. I just need to see what the thing looks like. I'll make it up from there.
      On a job involving figures I usually work out the figure's position and dynamics for the rough client approval. But since my style is mostly defined by shapes, drawing with a pencil in line is becoming obsolete. Now I'm doing more drawing directly in Illustrator.
      I've tried using photos for reference but I've noticed you can get too dependent on the information in them. So now I just hack my way through without reference and I think the result is a more unique style for me.

DT&G   Then you begin the actual drawing phase. How do the images first start to build?

Jon:   I start in illustrator with guessing from the roughs what my layer structure will be. Then I usually bring in my sketch for rough positions and start putting in shapes for the clothing item. background objects like buildings can some times need elaborate perspective set ups.

DT&G   Once the coloring process begins, I see you build specific palettes. The 'Italian' cover moving toward the warm, pastel tans, and the 'jungle' theme moving toward lush greens.
      Do you set up custom palettes, or base colors on a specific reference?

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