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Project Report
Studio brief 01 individual
practice was the perfect way for a young creative to focus on work not just
only on a selective creative level but also a higher industry and commercial
level. Selecting your own briefs is a way for a designer to be introduced to a
real world setting, picking briefs based on their individual preferences and
skill sets challenging them to outsource what is best for them to boost their
creative confidence and produce a more informed higher quality outcome. It is
important for a designer to pick the design brief to ensure that the outcome is
not based on the design aesthetics but a representation of the businesses need
for a designer and a clear focus on the clients aims and objectives. The
designer can then decided whether the brief is suitable to them or not instead
of trying to fulfills a brief that isn’t. Where as if they were given a brief
that wasn’t suitable to them it can result in a poorly executed design, giving
them a bad reputation and compromising their career.
For the reasons stated above
I decided to pick the Feel Good Drinks brief, as I have a keen interest in the
drinks industry as well as advertisement campaigns I wanted to challenge myself
to gain new skills and work on a higher industry level.
The brief wanted to spread
feel good and positivity on the radar of young women but after looking further
into the business aims they stated that they actually wanted to increase sales
targets. I loved this brief as it was a chance for me to use my literacy skills
to a higher level of industry design through an advertising campaign, in order
to fulfill the aims of a business. I also have a keen interest in branding and
identity, I felt I could use my expertise in this area of creating visually
engaging design as well as challenging myself to use these skills on a more
business related commercial level for example, to fulfill sales targets (the
businesses aims). Therefore my response to this brief was based more around the
business aims than the actual attractiveness of the design. I researched
thoroughly into different ways to engage an audience through literate skills. I
researched into slogans, illation and metaphors to show that I am creative on
different levels of the industry, not just through how something looks. I
wanted to create a direct link quickly to the USP (Unique Selling Point) of the
product, of no added sugar or preservatives through the use of a short, snappy
and memorable slogan.
After deep consideration and
variations I came up with “Free the fruit, from the fruit, feel good.” To
ensure that the audience knew that it was all natural ingredients, I placed
this slogan on a poster advertising the cloudy lemon juice drink, the least
popular juice drink which I felt could be the most successful for the brand. I
wanted it to be the main drink in the brand as lemons give of connotations of
fresh and juiciness, words I wanted people to associate with my brand. I have
learnt that design is much more than just visual appearance and it is important
to use other skills to help execute a message to the target consumers. However
I felt that I could’ve managed my time abit more effectively on this brief as
most of my time was spent researching different ways to engage an audience
through English skills rather than more time producing the campaign. It took me
a while to come up with the slogan, where as this time could’ve been spend
making more variants of posters on the different products, although I do not
feel that this time was wasted as I think the slogan was the most important
aspect of my poster design and focusing on just the one least popular drink
could have had lead to a significant increase in sales of that product, rather
than advertising all the flavors.
Working on this brief has
also giving me an insight into how the advertising industry works and it has
given me an opportunity to head down a potentially different career path in
advertisement. I feel that this has evidently been presented in my work through
the use of a slogan and not just the appearance of the design.
For my smaller briefs such as
Penguin and Secret 7 I spend a little more time focusing on the design
aesthesis but also my ideas where based around concept. The penguin brief was a
chance for me to be introduced into book cover design. I also decided to pick
Caitlin Moran – How to be a woman as it was a personal topic to me as it was
focused around feminism. I decided to complete this brief mostly based around
the context of the publication rather than what title I thought I could make look
the most visually attractive. The books context discusses feminist ideologies
something which I have a keen interest in and which I am passionate about.
Being passionate about what you’re doing tends to be the main driving force
behind creativity, which tends to make you better. I hadn’t produced a book cover before so I
found it quite difficult at first but I soon overcame this problem when I
researched into it, teaching myself and improving my skill set and expertise,
something I otherwise would’ve avoided and therefore not learnt. I taught
myself that it is essential not to shy away from things you are uncertain of
yet challenge yourself in order to better yourself as a designer. Self-
teaching is the perfect way to become more successful in the design industry.
Despite this, I found that my
response had a very strong concept which used a pole dancer as an ironic
approach to the sexual gratification of women through the male gaze. A topic
discussed within the book. I felt that my solution was comical as well as
informative because of the deeper message being sent. I researched the topic in
depth so that I was extremely clear on the message that I wanted to send which
enabled me to fuel all potential ideas. I also focused on the target audience
to create motivation, incentive and emotion to give out visual metaphors which
convey the topic through the use of imagery, colour palate, typography and
layout. I learnt that research is a vital part of working on a commercial level
as researching the topic as well as the clients and their aims. It can make you
focus the design around the marketing and promotion of a product via a strong
concept, argument and message. In the future I would like to do some more editorial
design and improve my layout skills, however I don’t think I would want to work
on this side of design as although feminism is something I am passionate about,
not all books are written on this and some topics might not interest me as they
can be very varied. As editorial/ book cover design is a weak point I think it
is best to focus on my stronger skill sets.
The secret 7 brief was a way
for me to use my other hobbies and interested to my benefit. The brief wanted
us to create 7 x 7 inch album cover design based on one of the seven tracks
given. It was also a chance for me to create something based solely for no
other purpose than its visual appeal as winning entries to the competition were
exhibited and sold simply by the cover alone. The cover needed to be
representative of the track in order for the buyer to make a direct link to it
however, it wasn’t necessary for it to be completely obvious. Album cover
design is integral to the success of an album or track as it is what visually
symbolize the sound. For the production of my album cover I based it around
not only the lyrics of the song but around the genre, artist, tempo. Key,
pitch, melody and tone etc in order to clearly visualize the track in a design
context, converting sound into vision. Working on this brief helped me to focus
specifically on the design attractiveness rather than for a specific purpose as
it is easy to get caught up in the reason for design and making the visual
appearance lack in certain qualities as not everyone will think deeply into the
meaning as consumers aren’t all graphic designers they focus on how the design
looks rather than what message it is trying to portray. Good design tends to
give of a message instantly without the consumer analyzing it or even
realizing.
Studio Brief 02 collaborative
practice wanted us to outsource a collaborative partner who matched our
requirements of skills needed for a particular brief best suited to us. Good
designers rarely go about designing something in a industry setting without the
input of peer-designers. It gives the design a breath of fresh air in order to
create a new thinking perspective from someone other than yourself, which in
the long run improves the design. This was evident when I designed the logo for
Grand Café Coffee the first logo I designed was reflective of a hotel, however
I didn’t see this and I thought the design was sophisticated and luxurious the
concept that we were going for. However, after the discussion with my partner
it opened by eyes up to new opportunities for the design to steer away from it
looking like a logo for something it wasn’t. This improved the design
dramatically. Although I was still designing It on my own having this outside
view made my design more effective for a coffee brand.
Also our skill sets
complimented each other as I created the logo design she created the package
design something I lack skills in but wanted to learn about. My partner
therefore taught me skills I didn’t know which enabled me to learn as well as
grow as a designer. This proved that I had in fact picked the right partner. We
also were on the same course which meant time management was easy as we were
both free at the same time so we got the work done quicker and to a good
standard. I definitely want to collaborate more in the future as it is evident
in the presentation of my designs that working with someone else enabled us to
do things we couldn’t do on our own as well as better our design dramatically,
through the use of accessible useful feedback.
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