FMP: Final updates

After having my final group presentation with David and my peers, I have decided to focus on my final major project updates ahead of summative deadline in 3 weeks while the feedback is still fresh in my brain. I started by making a to do list of what I need to. I find that this really helps me keep on track in terms of time management especially:

FMP to do list

Online web browser extension prototype:

I’ll start by refining my walkthrough outcome by adding in sound and a voiceover to make the video more engaging, and also to help explain how the software works in terms of user experience. I did some research regarding royalty free music and found the website Thematic. It has lots of royalty free music – all that’s needed is a credit in the caption if uploading to Youtube which is ideal. As for the voiceover, I will simply use the voice memos app on my iPhone and record myself in order to 1. save time, and 2. not to run into any ethics complications.

Walkthrough animation work in progress screenshot

I did this using after effects and this was a pretty simple process as I had already done the difficult part of creating the working prototype.

I then simply uploaded the video to my Youtube channel (unlisted) and added the music credit within the description:

Referencing music from Thematic on YouTube upload

You can find the finished video here:

GIFs & Stickers:

Next, I’ll move on to animating my stickers so that they are moving GIFs. I find that moving additions to branding such as GIFs really level up the professionalism and enthusiasm within a brand, so GIFs are a must in this project. I also find that they will help massively with community building via Instagram – users will be able to choose the GIFs from the GIPHY library and add them to their stories to share their experiences of money saving and steps towards female equality via the AntiPat software.

I will animate the stickers into GIFs using Photoshop. Although the process can be quite lengthy, it is quite a simple process overall. I learnt how to do this in 1st year in a tutorial with Matt when we were looking into Scanimation.

GIF creation using Photoshop

I simply exported PNG versions of this logo marque at different points so it looked like it was turning. I only used 6 frames as I wanted it to look simple and not quite seamless (because GIFs usually aren’t because of how low their size has to be). Overall I’m really pleased with this outcome and will create the rest of the GIFs in the same way:


After having created the full GIF package, I decided to upload them to GIPHY in order to get full effect from my project. Luckily, I already have a GIPHY creator account (this is a VERY lengthy application process), so I can upload them straight onto there. They take a few days to be approved, and then they will appear on GIPHY based on the tags that I will give them. Although this process seems a little unnecessary, I felt that it would be great to see the GIFs in real life and not just mocked up. I think it adds an extra level of professionalism to my project and although I’m aware that it’s a hypothetical project at this point, I think it has real potential to become a real life working project.

GIF uploaded to the GIPHY library

In-store AntiPat

Feedback highlighted in my final tutorial was that the user journey of in-store AntiPat. The user journey needed to be improved to be more realistic and legible in a real life situation. Currently, the in-store version of AntiPAt is a QR code which is scanned when you get to the checkout (similarly to how it works online). However, this just wouldn’t work in real life. You wouldn’t get to the checkout, scan everything, bag everything, and then go and return things to go and get cheaper items when there’s a massive queue behind you or you’re going to miss your train, etc. Instead, a “scan as you shop” method would work more efficiently. David mentioned that I could use a futuristic technology to achieve a better, more legible system for the in-store version of AntiPat. I decided to research futuristic technologies which could work.

The first thing I looked into was NFC (Near-field communication), which is a set of communication protocols for communication between two electronic devices over a distance of 4 cm or less. NFC offers a low-speed connection with simple setup that can be used to bootstrap more-capable wireless connections. For example, contactless cards, Apple Pay, etc. Although NFC could be a viable option for the in-store version of AntiPat, there would be cheaper alternatives that do just as good a job. For example, QR code stickers could be printed and stuck to each product, or each product price tag on the shelf. This could be scanned using a smartphone camera, which could open a webpage that could scan the shops inventory and search for cheaper alternative products. However, I think that QR codes are pretty “2015” and that I could think of a much more innovative and futuristic method for in-store AntiPat. I decided to talk to my brother who is very technologically minded and has lots of futuristic knowledge for subjects like this. I showed him my presentation and explained the challenge that I was facing in developing a software for in-store AntiPat to work through. He told me to look into microchipping and NFC, but also mentioned Amazon’s recent grocery store feature whereby the trolleys are “smart”. He explained that the trolley’s have barcode scanners 360-degrees around the trolley, so that when you put an item in the trolley, it automatically scans the barcode. Furthermore, it has a weighing scales which weighs the product when placed in, or taken out of the trolley. It also has a screen to help the user to believe that it’s really working. I thought that this was a perfect futuristic technology for AntiPat to be involved in. In my last meeting, David mentioned that if I was to use a futuristic technology such as this, that it should be justified (so for example, Amazon could sponsor or partner with AntiPat to show their support for women and the Pink Tax issue that they face).

RESEARCH: Amazon Fresh trolleys

I found the below video on YouTube which demonstrates the Amazon Fresh trolley in action. Although this technology is fairly advanced, aside from the cameras, it is essentially just a “self checkout” on wheels (apart from the clever cameras/barcode scanners). I think this justifies the use of a smart-trolley such as this for in-store AntiPat – and is a realistic solution for the near future.

So, how I would propose for AntiPat trolleys to work financially would be that Amazon will gift a certain number of trolleys to each participating store (in order to show their support towards the AntiPat movement). I think that this is realistic in terms of the other movements Amazon has previously partnered with, such as donating $10m to the BLM movement ( There is also a site called “Amazon Smile” ( which means that when you shop at Amazon donate to your favourite charitable organisation, at no cost to you. Charitable organisations available include (which is a feminism and equality advocist charity). I feel that this strongly supports my justification for Amazon jumping on-board with the AntiPat software.

My next steps will be to develop an AntiPat trolley prototype and/or mockup to illustrate clearly how the trolley would work. To do this I will create drafts and show it within my upcoming 1:1 tutorials, along with showing it to family and friends who are unfamiliar with my project. This will help determine whether or not my explanation and diagram/mockup/prototype is sufficient for a clear understanding of both the idea and the execution.

I started by searching for existing shopping trolley mockups but couldn’t find anything suitable for my needs. So I decided to create my own. I needed to create a screen which featured the UX and UI of the in-store version of the AntiPat software within the AntiPat trolley. This is the basis for the interface that I came up with:

Smart trolley design

This is very consistent with the online browser add-on version of the AntiPat software, which helps maintain cohesivity of the brand identity across the different outcomes. This also increases brand recognisability which is also a key factor in my project. The main addition to this piece of design is that it includes a map for the user to follow in order to guide them to the cheaper alternative product. This improves the user’s journey and experience of using the software, which is something that was previously picked up on in a group tutorial. I feel that I have dramatically improved the user’s overall experience of using the AntiPat software in-store, and this method is totally realistic and legible, as opposed to my previous idea of scanning a QR code at the checkout and having to change every item by going through the shop again.

1:1 With David – Thurs 29th April

In my tutorial with David today I asked him about my idea of the Amazon trolleys. He agreed that the idea would work but suggested that it be an addition to the solution rather than the main aspect, just because of accessibility (so for example if a store only had say 5 trolleys, then only 5 people could use the software). This was really useful feedback as I hadn’t thought about it from that perspective. We discussed other options, such as a voucher being awarded to shoppers who scan their AntiPat QR code at the checkout for the difference that they would save, or maybe the difference in what they would pay would go to a feminism charity to help fund AntiPat in the future. Another option would be to go back to the “scan as you shop” method by using standardised devices found in most supermarkets. Although I think the principle of this idea is there, it wouldn’t work across all shops – only the larger supermarkets. After thinking about all of these options in depth I have decided that the best option would be for the difference of the saving being awarded to the shopper via AntiPat. Although I think that a donation of the difference being made to a feminism lead charity would be most beneficial – the incentive just isn’t there for most people in reality. People need to save money themselves in order for this to work. So, how it will work will be back to the QR code method. Upon entering the shop, shoppers will have the chance to scan a QR code which leads them to AntiPat’s sign-up page where they can register. Once registered, they will have their own unique QR code to scan at the checkout. Once scanned, AntiPat will work out how much they could have saved if they bought male or unisex alternative products and will provide them with a voucher to spend next time they visit the store – PROVIDING that they share their experience on social media. This will give AntiPat the exposure that it needs in order to be noticed by more consumers and retailers and in turn help demolish the Pink Tax. The trolleys will still be available in selected stores but more as an addition to AntiPat rather than the focal point.

I’m really pleased with the outcome of this tutorial because I now feel much more confident in my project outcome – specifically the user journey of the in-store version of the AntiPat software. My project feels much more refined and I’m really pleased with how I have applied my developments based on peer and tutor feedback.

Promotional Animation

I used After Effects to create my promotional animation for AntiPat. I wanted this animation to be easy to follow, engaging and also aesthetically pleasing. I created a storyboard to help plan out the animation. I learnt the storyboard technique back in my first year, during our Movement module. I regularly apply this technique in my work as I find it helps me keep on track with the animation itself, as I often get fixated on learning the animation techniques themselves that I forget the actual storyline of the animation. Here is my storyboard:

Animation storyboard

The illustrations in block 4 of my storyboard are taken as n idea from the Ax The Pink Tax campaign (axthepinktax.xom, 2019). I wanted to compare the two products and talk about the price differences so felt that this illustration was perfect for that. However, I wanted tp create my own illustrations to maintain brand consistency throughout the project so I did this using my iPad pro and Procreate. These were the results:

I’m happy with the illustrations and feel that they fit well with the aesthetic style of the project by using bold, vibrant colours mixed with harsh black outlines. I also think that the hand-type on the price tags gives the project a friendly atmosphere. Creating the animation was tough, and as I have mentioned previously, I often struggle to use the After Effects software effectively. However, after watching and learning via many YouTube tutorials, I can definitely feel that my software skills are improving in terms of speed, efficiency and overall software-knowledge. I’m learning the keyboard shortcuts which makes the process a lot more time-efficient. These skills that I’ve developed over the course of this project will help me massively in the future, as I intend to start creating motion-graphic work more regularly using Adobe After Effects for some of my freelance contracts in the near future.

Animation work in progress screenshot

Creating my design document

I created my design document as I made revisions and additions to my FMP, as I have found that in my previous projects, it’s much easier to update the design document as I go along, rather than leave it to the last minute and have to go back over all of my work. It’s just a much more efficient way of completing the work for me. Sometimes it can get a little overwhelming as I always have to have multiple windows open and remembering to update the design document can also be a challenge, but overall, it’s a much more efficient way of working for me personally. This is something that I’ve had to “trial and error” over the last three years of my course, and I feel a sense of success in my final project – like I’ve really nailed my project working method for my personal preference. This is definitely a skill I’ve developed massively over the last three years, and each project has helped me towards finding the best method that works for me.

1:1 Tutorial with David – Tuesday 4th May

Today I showed David my finished animation to gain feedback on certain elements. He was pleased with how my animation had progressed and the feedback was generally really positive. He noted that the music I’ve used is a little too “happy” and “calm” – he suggested I search for something a little more upbeat and enthusiastic. I totally agree with him here and think that it will help give the tone of voice of my project that extra bit of enthusiasm and motivation via sound. He noted that the static images near the end of the animation felt a little rough and unfinished compared to the rest so encouraged me to make them move if even slightly. He also suggested putting my roller banner mockup into context a bit more. I think I could do this by dropping it into an image of a shopfloor to make it more relatable and easy to understand for my viewers. In response to this feedback I sourced some royaly free stock videos of shopping centres using This gives the animation a much more professional look and feel, as well as adding context for the roller banner and QR code scan using the smartphone. However, there weren’t many options of videos to choose from – and most were really short. I had to replay the one video in order to make it long enough. Next time, if I had more time, I would have gone into a shopping centre and taken my own videos, making all the necessary ethics arrangements and agreements. However, I just didn’t have time to do that for this project unfortunately. This is something that I will bare in mind for my future work, and allow enough time for. Finally, he said that I should add my AntiPat branding to more aspects within the animation in order to celebrate the brand which will give it as much recognition as possible within the promotional video. After the revisions, here is the result:


About Amazon. 2021. Amazon donates $10 million to organizations supporting justice and equity. [online] Available at: <; [Accessed 28 April 2021].

Razor illustration. 2019. Ax the pink tax. [online] Available at: <> [Accessed 1 May 2021].

FMP: The final group tutorial

Today I presented some of the developments I’d made to my final major project over the last few weeks to my peers and David. I wanted to note that I’d been focusing on my previous projects (Design for Real Life & D&AD) over the Easter break so these developments are by no means the final developments. However, I found today’s tutorial really helpful and now have lots of great ideas for further developments based on my peers’ and David’s feedback today.

The main development that I’ve made is the AntiPat online software walkthrough to help my audience visualise how they could apply this software to their everyday lives. I chose to create this as I feel that it really increases the relatability of the Pink Tax and also shows people how they could apply it really simply.

Georgia thought that the walkthrough video was a great addition to the project and agreed with me that it helped visualise the application of the software in real life. She mentioned that it would be useful to include this in some form of advertisement (such as Snapchat or Instagram adverts) to help spread the word about AntiPat as a whole. I thought that this feedback was so helpful and will definitely be applying this to my further developments of the project. Anya agreed with Georgia and mentioned that I could even use demographic targeted adverts, and change the products at the checkout to suit similar things to that specific user’s common buys (using advertising targeting methods supplied by the Facebook group). I thought that this was a really clever idea and will increase the relatability even further by using popular products among certain people to show the saving AntiPat can create.

David said that the developments were all positive, and mentioned that he liked that I had changed the emoji’s dollar signs to pound signs, which again increases relatability in the target market. He thought that the walkthrough was a really positive addition, and mentioned that I should add a voiceover or sound to it to help increase the engagement with it even more. He added that I needed to focus more on the user journey of the in-store version of AntiPat and that the QR code scan at checkout just wouldn’t be legible in a real life situation. He mentioned creating an addition to Apple Wallet or even developing a new technology which would allow you to scan products through your phone or apple watch. I was worried about this previously as I felt that developing an App would be unrealistic because of how expensive it would be for a startup company. I mentioned this to David and he told me that although he was happy that I was thinking realistically about the logistics, that I shouldn’t to worry about the execution of it as long as it’s justified – so maybe advertisers will invest of shops will invest. As long as that’s mentioned somewhere then it will be fine. This gave me a lot of relief and I felt that I could now express my original idea of creating either an App or other feature to allow customers to scan items as they shop, and search for cheaper male or unisex alternatives before getting to the checkout.

Overall I am really pleased with today’s tutorial and feel confident going forward with my developments ahead of summative submission in 3 weeks time. My next steps will be to finish the animation/video and further develop my outcomes based on the above feedback.

FMP: M5 Formative Critique

Today I presented my project for formative feedback from David and my peers (presentation file & transcript file below):

The feedback which I received from both David and my peers was really helpful and informative. It’s given me a clear idea of my path forward in developing my project, and also given me a lot of confidence in the work that I’ve carried out so far. I also feel positive about the volume of work I need to do over the upcoming weeks and think that the workload I’ve planned is realistic within the timeframe.

The feedback I received from my peers was really positive. Luke said that he thought the overall aesthetic and style of the brand was really on-trend and “cool”, yet still had a serious and powerful feel to it which was what I was aiming for completely. He also mentioned that he got the message of how ridiculous the pink tax is, and admitted that although he’d heard of the pink tax before, he didn’t realise the extent of the seriousness of the problem, and that my project helped him to understand that even at this stage. Matt said that he noticed a great deal of development in my project since he last saw it, which was again really positive for me. He thought that the digital/online software was more developed than the in-store version and suggested I focus more on this to create an even balance between the two. He suggested I include videos of in-store within my video/animation to reiterate the fact that AntiPat can be applied both online AND in-store. This was really helpful as I hadn’t noticed that I was in fact neglecting the in-store version slightly, and this will definitely inform my developments following this formative stage.

David’s response to my project at this stage was also really positive. He said that the visual identity was clear, contemporary and serious. This was really positive as this was exactly the characteristics I’m aiming for from AntiPat. He mentioned the consistent use of the lightning bolt throughout the branding, which I explained was a symbol of power, change and “realisation” of the seriousness of the issue at hand. He suggested that I use the symbol as a symbol of realisation – showing “before and after” style media and use the lightning bolt symbol as “the change”. I loved this idea and think it could really level up my branding. I think this will take a while to implement and will need a lot of refining to get right but I will definitely apply this in my developments of AntiPat. David also suggested that I worked a bit more on the user interface of the online software. He said I should definitely add in a mockup to give more context to the software and also to help guide users to visualise how they could implement this into their daily lives. I think this is an essential piece of feedback as it will really help level up my project – I think I will create a working prototype in Adobe XD and create a moving mockup with voiceover or sound to help increase the relatability of my audience to my project. He said that from my animation storyboard, this outcome is going of be an essential part of the project. I totally agree with him here as I find animations the most engaging pieces of media when looking at others’ projects. He mentioned that I should create some product illustrations to help support the animation (such as razors, shampoo, bodywash, etc) and keep my brand identity consistent throughout all deliverables. This was really helpful and I will definitely apply this – I’ll use Procreate to illustrate some products before vectorising them using Adobe Illustrator and keep them simple to fit with the rest of my brand identity and help maintain that overall consistency to strengthen the brand.

FMP: 1:1 tutorial

This morning I had a 15-minute 1:1 tutorial with David about my final major project. I wanted to speak with David as he hadn’t yet seen my updated visual language (only Carol so far).

David said that the visual language had improved dramatically, and noted that it looked much more modern and current, which meant that it was suited much more for the target audience. Consistently with Carol’s comments at the start of the week, he said that my statistics should be in GBP as opposed to USD to make them more relatable to the target audience, which I totally agree with.

I explained that I wanted to create a promotional video/documentary to promote and explain the software and its uses. He agreed that this was a good idea and suggested looking at D&AD style explanation videos for inspiration – which is exactly the style of video I had envisioned. He said that it would be beneficial to include supporting articles and statistics to create a more fierce and almost disappointed/sympathetical approach to the introduction to the video. He said he was really happy with the content, ideas and visuals of the project – just that the tone of voice needed to be more confident and have more drive. He highlighted that it didn’t have to be so much a “protest” style tone of voice, but it did need to show the fact that this is a real problem – not just something we need to work around. This was really helpful to me, and I had kind of lost the overall message of my project while concentrating on the content and visuals.

He also noted that I shouldn’t rush the video, and that a storyboard would be sufficient for Tuesday’s formative feedback stage.

FMP: M4 The Final Outcome

Today I attended aq group tutorial lead by Carol where we discussed our final outcome initial ideas. I felt a lot more confident during this tutorial, as I had made some major developments since our last meeting. I also had some questions ready to ask Carol and my peers about my work which also made me feel more confident and organised.

Please see my presentation below:

Last time I had a tutorial with Carol, she noted that I should include more details and information about the overall project within my presentations. I took this feedback on board and on slide 2 included an informative text based slide to help explain my ideas and ensure viewers understood my visions clearly.


OVerall, both Carol and my peers both thought that the visual language of the project was much much stronger, more powerful and more impactful. They all agreed that the pink colour was more vibrant and therefore conveyed a more fierce and powerful message through the visual identity of the overall project. They also agreed that the combination of a strong, bold sans serif typefaces paired with a modern, script typeface contrasted really well. The tagline/hashtag is concise and catchy, and makes sense – which is really good. It also provides an area of connectivity and ability for people to share experiences via social media platforms like Instagram and Twitter, which opens the audience even further which is really positive. Carol praised me for including some statistics within the presentation, as she and my peers agreed that they didn’t appreciate the extent of the Pink Tax until seeing this shocking statistic. This made me think that I should definitely include this statistic in some of my final outcomes, maybe on social media mockups but also on posters for the in store version of AntiPat.

Carol said that I should define the functionality of the software in more detail and try to explain it in a more clear and concise way. She also encouraged me to include popular, key leading products as examples as opposed to other, less popular items. Carol said that showing a deodorant was a bit inappropriate because women wouldn’t want to smell like men just to save a few pence. I see where she’s coming from, but this is the point that I’m trying to prove. Maybe I should use an example of a razor or something else that’s unscented to avoid confusion like this. She also noted that my statistics were american and so weren’t as relatable as they would be if they were in GBP. She suggested I looked on MetSearch for some more relatable UK statistics to replace the US ones. In terms of visuals, Carol said that the introduction of the colour yellow was a great move and was also a powerful and vibrant colour which contrasted well with the pink. She suggested I changed my * symbols to lightning bolt symbols in order to create a more consistent brand identity. She also suggested that I changed the $ sign in the emoji to a £ sign – but I don’t think I will do this, as my whole idea of using the emoji was for it to be relatable to young women, and altering the emoji could make it look a little less authentic and maybe risk making it look younger if that makes sense? Carol also suggested that the women’s silhouette was too different from my other icons. I agree that they are different, but my idea was for the icons to support the face silhouette, and the face silhouette would be the main marque. She said that the user interface needed a little work in order to be really clean and simple and just more cohesive overall.

Overall, I was really pleased with today’s tutorial. I felt like the feedback was really positive, and I had a clear vision of what I needed to do to make the project stronger visually and in terms of content.

FMP: Visual language developments

After my tutorial with David and my peers on Monday, and carrying out some more in depth research surrounding my project, I have decided to develop the visual language.

Current visual language:

This visual language is too soft, caring, feminine and motherly. David and my peers suggested that I made some changes to the colour pink used within the visual language to be a more powerful, harsher pink. I also decided to alter the character “Anti Pat” to be less personalised, and more ambiguous. Finally, I altered the script style typeface to be less soft and rounded, and more professional and strong. Overall, the branding needed to look more powerful and less caring. This is the result:

I also introduced a bright, contrasting yellow colour which I think works really well. The yellow colour is a lightning bolt shape which symbolises power, strength and destruction – which is exactly the message I am trying to convey. I have decided that the style of my project is not a stereotypical feminist “we are women, we are strong” protest, but more of a “straight to the point” problem solving mechanism.

I need to think of a tagline for the brand which conveys the message of “equalising unnecessary female expenditure”, but needs to be a bit more snappy and memorable – as it’s a bit of a tongue twister at the moment!!!

FMP: Research – why do women buy female targeted products?

Marketing towards females:

In most aspects of life, men and women act and react differently to different situations. This suggests that their responses and buying decisions regarding advertising and marketing will also differ. According to Richard Johnson (writing for Optimonk) When selling to females, brands tend to use descriptive words, include disclaimers, use soft, calm words and most importantly – the message must end in a way where it gives the feeling that the brand understands them, and will support them. In contrast, when targeting men, brands messages are generally concise, clear and straight to the point. They use “power words”, and back up what they claim with facts and figures. They also tend to provide solutions to problems, via the products they are selling. In general, women take in more information from an advertisement than men, but they require far more exposure to the advertising to be convinced by it.

Although there is not much evidence of physiological differences in male and female brains in terms of decision making, but this does not mean they do not exist. When you think about how your father or brother or any male you know, compared to how you think (or vice versa if you are a male), you instantly think of the differences and that men generally think differently to women.

Why do brands feel the need to target women and men separately?

According to Red Evolution, in general, females are the primary buying deciders within households, especially during festive periods, such as Christmas. Most female partners will be able to relate – they are the ones left to organise every Christmas gift (and everything in between) for the family, his family and everyone in between. This is because females are thought to be more organised and thoughtful when it comes to gift buying, but in reality, it’s mostly that gift purchasing is just hassle the men don’t want to deal with. This trait can be seen even day to day when it comes to advertising for the likes of household products such as washing powder, fabric conditioner and even your grocery shopping – for example Iceland’s slogan ‘That’s why Mums Go To Iceland’. Although these facts may not be politically correct when written down like this, they are true in most areas within the UK. Brands’ advertising agencies know that typically, the females of the households will be the ones making the major buying decisions, and therefore they are the ones who should be primarily targeted, in addition specific female products should be more expensive than male’s – which brings me back to the Pink Tax.

Female targeted packaging design

According to Intermac processing and packing, almost 60% of all consumers in Germany decide on buying a product on the based on its packaging. Even children know that shower gel in a dark bottle is for men, and lighter coloured, slim bottles are supposed to appeal more to women. These features are exploited by brands and the packaging industry, as well as in the price. Recently, the UK brand Boots, was criticised, and was forced to review its pricing structure. Until then, women had paid £2.50 more for eye cream than the male equivalent, and over 50p more for a pack of 10 identical disposable shavers. In France there is currently a public debate about a ban on such practice, and in California and New York it has already been banned. Following a comparative study of 800 products, US financial experts are currently paying €1.15 more for similar products at the Big Apple than men. Only one seventh of all packaging did not carry higher price tags.


Richard Johnson. (2021). Gender Differences in Advertising Between Men and Women. [online] Available at:

Red Evolution. (2015). Why Do Marketers Target Females? [online] Available at:

Intermac processing and packing. (2015). GENDER MARKETING – PRICES AND PACKAGING. [online] Available at:

FMP: M3 – the Visual Language

Today I had a group tutorial with Carol and some of my other peers that were completing a project similar to mine (a piece of “service” design). It was really refreshing to see some new ideas and reconnect with my peers.

Please see below for the presentation that I showed:

The aims for the visual language for equality money software AntiPat are to portray a soft, feminine vibe but also a strong and independent message to communicate the unfair problem we face as females. I have incorporated illustrations of character Auntie Pat” and also developed an illustrative, vector style brand pattern which could be used across different areas within the project. In addition, I have created a mockup of how the software would work via a web browser extension and how it would display the potential savings a women could make by buying male or unisex alternatives to products already in their shopping basket. I have also noted my next steps at the end of the presentation to show my vision for the project going forward.

Feedback: Overall, I was quite disheartened by my feedback from Carol today. This was the first time she’d seen my project in the 3 weeks that I’ve been working on it. She didn’t seem to like or understand any aspect of what I’d shown, and questioned the overall point of my project because she couldn’t see the need for a service like this, so that made me feel quite unmotivated and disheartened at the time.

  • Why? Carol said that I needed to find out the motivation and reasoning for women to buy female targeted products over male or unisex products – which I thought was a simple “because females are told to buy female items since birth” but I have realised that there are more deep reasonings so I will definitely carry out some more in depth research as to why females want to buy female products.
  • Character: Carol thought that the character “Auntie Pat” is far too motherly and caring and needs to be rethinked. She also said that I shouldn’t portray the character as a woman or a man and that gender should be left out of the equation all together to avoid any controversy. She noted that she thought my illustrations were strong but just the idea wasn’t really appropriate. She noted that the character should be more angry and strong and protest-ish.

Going forward I think that I need to take a step back and ask myself what is the message that I want to communicate through this project. I need to determine this and carry out some more in depth research. After thinking about everything this afternoon I have decided to take most of Carol’s feedback on board, but I will also be going against some of it as otherwise I would have to completely rethink and recreate every aspect of my visual language so far. I will develop some questions to ask David and Carol next week to make myself feel more confident and motivated to get stuck into the project again.

M2: Three strong approaches & group tutorial

Yesterday was M2 (Three Strong Approaches) in the Final Major Project. It was really beneficial to talk about and see everyone else’s work so far, especially considering we are working remotely, so we haven’t really seen much of each other’s work as we usually would under normal circumstances.

My 3 main ideas were:

  1. PAT (pink Added Tax) – a campaign with a mascot (pat)

Pink added tax = PAT, like value added tax = VAT. This abbreviation was a great opportunity to bring a mascot or character into my project – meet Pat! Pat is a unisex name so could work well within this project without causing controversy. Maybe Pat is angrily added tax onto all of the female products, or maybe Pat is angrily taking the tax away from all of the female products… it could go either way depending on what route I take.

FEEDBACK: Characters or mascots help a campaign with recognisability so that’s positive. Maybe people will hate the character if they’re adding tax though? How about having an “Aunty Pat (or Anti Pat) where aunty Pat is fighting to abolish the Pink Tax by looking out for fellow females?

2. Documentary raising pink tax awareness

This would be posted on social media platforms and include interviews, surveys and experiments. the main goal of this documentary would be to educate people and to raise awareness of the Pink Tax.

FEEDBACK: How is this different to anything that’s already out there? It will be challenging to make it different. This is a lot of work and also difficult during the current lockdown restrictions.

3. Money saving (equality) software

This software would work in a similar way to “Honey” whereby it’s an add on to a browser (such as Google Chrome) and can be activated at checkouts of e-commerce sites. For example, I might be buying shampoo on Superdrug’s online store, and at the end, when I activate the software, it will automatically search for male or unisex alternatives of the same shampoo which are cheaper, and ask me whether I’d like to substitute them out in order to save £X amount of money. This idea would also be applied in participating stores whereby a card or app would be scanned at the checkout. This would be directly linked to that store’s inventory and would search for cheaper male or unisex alternatives.

FEEDBACK: This is the strongest, more innovative idea. Maybe a combination of this and idea 1 would be really strong (or even just help to develop an initial name for the software). This is functional and there is a motivation for your audience to use/download it.

Before today, I felt really lost and almost disheartened by my ideas as I couldn’t picture any of them being a “Final Major Project”. However, I found the tutorial extremely helpful and felt so much clearer in which direction to take my project in now. My next steps are to apply David and my peers’ feedback to my money saving software idea and start to develop a visual language for the software, informed by my recent visual research.

FMP: Research – The Pink Tax

The pink tax

Unfortunately, women are still at an economic disadvantage compared to men (even in this day and age). Women are generally paid less than men, for the same job roles and workload. In 2019, the figure was that women earned around $0.80 for every $1 that men earned (which equates to a 20% gender pay gap!). In addition, women are frequently charged a higher interest rate for mortgage loans, have higher insurance prices, despite their generally higher credit score ratings.

So, what exactly is the pink tax?

The pink tax is the additional amount of money that women/females pay for general lifestyle products (such as razors, shampoo, clothes, dry cleaning, and more). This hypothetical “tax” which is added to certain products, from girls toys and school uniforms to canes, braces, and adult diapers. The prices on individual products may not seem that different — say, $3.79 vs $3.99 for deodorant — but over time, these little increases can add up. In fact, according to, the pink tax has cost a 30-year-old woman more than $40,000. A woman in her 60s will cough up nearly $82,000 in unfair added fees that men don’t have to pay. Currently no federal law prohibits companies from charging different prices for identical items based on gender. Social media hashtags such as #genderpricing#pinktax, and #AxThePinkTax have brought attention to the issue of gender-based pricing.

Real life example of the pink tax

In 2015, a study of gender based pricing in New York found the below examples. Retailers often take pains to keep similar products with different prices separated so it’s not easy to notice the difference!

On average, the study found that women’s products cost 7% more than similar products for men, including 13% more for personal care products, 8% more for adult clothing, and 8 percent more for senior/home health care products.

How long has the pink tax existed?

Since at least the early 1990s — that’s when California began to study the problem. A 1996 report from the state’s Assembly Office of Research found that 64% of the stores in five major California cities charged a higher price to wash and dry clean a woman’s blouse compared to a man’s button-up shirt.


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