Criticality: Final Updates

I rewatched my Criticality feedback video from Theo and Carol in order to make some notes on any revisions that I needed to make. I knew that this was one of my stronger projects of the year and that the feedback was really positive, and only some minor revisions needed to made, which is why I have chosen to work on my other 5 projects before focusing on this one. In therms of the feedback itself, I found it really easy to follow and to understand this video format feedback and would love to have had this format of feedback more over the last three years. It’s really personal and easier to understand than written feedback for me personally.

Here is the link to my submission at formative stage in February:

The feedback

Overall, I was extremely pleased with the feedback for this project. Theo commended me on the simplicity and minimalism of my PDF submission which contained the link to my video outcome. The main points highlighted from Theo were as follows:

  • Every figure is £2500 – this seems unrealistic, and they should be more varied.
  • Why does the screen recording scroll all the way to the bottom and then scroll back up? It seems like a mistake in filming or an unnecessary scroll.
  • The screen seems to have a lot of wasted space around the phone. Maybe zoom in more on the phone to fill out the screen more. Also, it seems unbalanced with the full screen version squished at the right hand side of the screen.
  • There should be a call to action on the outro such as a website or social username.

I also showed the video outcome to my peers Abbie and Meg to get some more feedback from them. The feedback was generally really positive, but some of the points they gave were as follows:

  • The background looks a bit unprofessional – maybe try filming on a backdrop?
  • The blurred cover image of each commercial post is the same colour – maybe vary these to be more realistic
  • The voiceover pauses slightly at 0.57 and sounds a little unnatural
  • The username of the person who’s posted the commercial post changes when the blurred photo is revealed

I found it so useful to show my outcome to my peers to get their opinion on it, and I feel that the points they made were completely valid and I feel that it really helped me to reflect on my outcome. It will help me to make a much more developed and refined outcome for the summative submission next Friday.

The developments:

I started by remaking the feed elements on Adobe Illustrator and bringing them all together in Adobe XD to change the figures and blurred images:

I started by using the gradient tool to create the blurred image-conceal. I used the eyedropper tool to take colours from the concealed image to make the blurred colours more relevant to that image. I chose to do this over using the blur filter because I found that it didn’t blur the image enough and this was more realistic. I also changed the rates on each post at this time too to make a more varied price range. This makes the feed seem much more realistic and relatable overall. Changing these small details has made my outcome so much more refined, which really made me realise the importance of the development stages of a project, along with getting valuable feedback from a range of different audiences who will notice different details.

My next step was to re-record myself scrolling through the updated Instagram feed XD file. I chose to record myself scrolling along with screen recording (as opposed to just screen recording), as in a previous tutorial with Theo, we discussed the importance of adding personality and character into outcomes by using humans faces and limbs to make the outcomes more relatable. I think that showing my hand scrolling through the feed will really help emphasise the fact that this outcome can be used by anyone and that would definitely improve the reach of the overall video campaign if it were to be launched on social media or TV adverts.

Filming the scrolling

I then used iMovie to put these two videos together, and tweaked my voiceover to sound more professional and less script-like. Finally, I added my Instagram handle at the end of the outro which adds a call to action towards my Instagram page. Depending on which social media channels, this video would also include a link to both my Instagram page and my website portfolio, to increase traffic towards my work, and alo the project specifically.

Design Document

At formative stage, there was no need to submit a design document for the Criticality project, so I have created this from scratch. I looked back through my Learning Journals from last term which were essential for creating a detailed and in-depth design document. This really helped me realise the importance of documenting my work process and developments as I go along. I will definitely apply this method of working in my future freelance work because I find it gives such a thorough diary of amendments and finding what works and what doesn’t with different projects. In hindsight, for some aspects of the project, I would have liked to have created some more detailed Learning Journals to help me and my lecturers understand my process in more detail. This is something that I definitely improved for my Final Major Project, and will continue to work to improve on throughout my freelance work in the future.

I like my design documents to be enjoyable to read, rather than just plain, boring documents. I feel that being bright, interesting and interactive really helps them stand out from the crowd. For my previous outcomes, I always incorporate the brand identity throughout the design document – I feel that this maintains brand consistency and also helps to reinforce and showcase my branding skills subconsciously. My criticality project focuses heavily on the social media platform Instagram, and doesn’t necessarily have a brand identity because it’s a proposed built-in feature to Instagram. So, I have decided to use Instagram’s colour palette and gradients to help my lecturers subconsciously associate my project with Instagram while they’re reading the design document. I’ve also included collages of elements from the Instagram app like the Like, Comment, Share and Save icons, along with using the same typeface that Instagram uses within its interface design (Helvetica Nue) which also helps to reinforce the brand consistency.

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