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:

GIF 1

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 (https://www.aboutamazon.com/news/policy-news-views/amazon-donates-10-million-to-organizations-supporting-justice-and-equity). There is also a site called “Amazon Smile” (https://smile.amazon.co.uk/gp/chpf/homepage?orig=%2F) which means that when you shop at smile.amazon.co.uk Amazon donate to your favourite charitable organisation, at no cost to you. Charitable organisations available include http://www.forwomen.org (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 Pexels.com. 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:

References

About Amazon. 2021. Amazon donates $10 million to organizations supporting justice and equity. [online] Available at: <https://www.aboutamazon.com/news/policy-news-views/amazon-donates-10-million-to-organizations-supporting-justice-and-equity&gt; [Accessed 28 April 2021].

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

Design for Real Life: Final Updates

Outcome updates:

After re-listening to my formative feedback from Wendy, I have created a to do list of any revisions I need to make to my Design for Real Life project Behind Closed Doors. Below is my notes from the feedback voice recording and next is my to do list for the changes to make:

The first things I revised were my animations. Wendy had suggested that I altered the size of the text in order to leave more space to draw the audience in to reading the text clearly. Thankfully all of my After Effects links were intact and it was so much less stressful editing the compositions using my new computer, because my screen is bigger and also because the computer can handle the complexity of After Effects software.

Below is a snapshot of the text in the original animation:

Snapshot from original animation

And here is the updated, reduced text size which more room to breath and entice the viewers in:

Snapshot from updated animation with reduced text size

This revision may seem very simple and unimportant but I think it makes a huge difference to the outcome’s legibility and clarity. It looks so much more professional and is now much more easy to read. I also did the same with animation #2.

Before:

Snapshot from original animation

After:

Snapshot from updated animation with reduced text size

The second thing I altered was within the Design Document itself. Wendy mentioned that there was some repetition within the document which needed to be altered. I knew exactly what she was referring to straight away, as the particular slide being misunderstood as a repetition was a worry of mine when creating the document. These were the two slides in question:

In my head, page 5 showcased the brand’s visual identity in more detail (as I felt that page 4 didn’t showcase it clearly enough). However, because page 5 comes directly after page 4, it makes it seem like an unintended repetition. Because of this, I have decided to remove page 5 completely, and just add the title “Visual identity” into page 4, as it does clearly show and talk about the visual identity there:

I think that this looks much more compact and to the point, whereas before it was almost being dragged out. I’m really pleased with this revision.

The last revision which I made was an addition to my outcomes. In my formative feedback, Wendy mentioned that it would be nice to have some informative outcome which could help policymakers understand and most importantly – take action. I decided that a web page would be perfect for this, as it could hold lots of information on Frame’s website, and also provide an opportunity for policymakers, researchers and practitioners to take action on helping combat the problem of alcohol misuse. I designed the webpage cohesively with the rest of the project, maintaining the muted, pastel colours which convey a calming yet playful message. I also illustrated some megaphones to help show the fact that policymakers are needed to help create change within this demographic of people:

Blog updates:

In my formative feedback, Wendy praised me for regularly updating my blog throughout the project, but also noted that my blogs were mostly descriptive and that they needed to be a little more reflective on some of the wider elements of the project. I had inserted the updated blogs here so that it’s clear that these are revisions and weren’t in the original blog posts:

RELATIONSHIP WITH CLIENT:

I found that throughout the project, I really took the lead in the Teams meetings with the clients, Rosa and Ellie. I’m not naturally a very confident person, but felt a responsibility to make sure our clients could communicate with our group professionally and make them feel like they were working with a design team rather than a group of students. I have a bit of previous experience with client meetings from last year’s Persuasion project which really helped me with my confidence. I tried to introduce everyone from out group and prompted questions, rather than waiting for others to do so. I was really pleased with how I acted in the meetings and felt that it really helped my confidence and also helped other members of my group’s confidence.

Both Rosa and Ellie were such lovely clients to work with. They were open to lots of different ideas and didn’t limit my or any other members of the group’s ideas – they really wanted to see our potential. Rosa stood out as the more interactive person as Ellie couldn’t always attend meetings, so I felt I had formed a stronger bond with Rosa in terms of asking questions and understanding what she meant in her feedback. Throughout the project I felt that the clients were happy with my level of work and also my level of communication. I regularly emailed Rosa from our group and made sure that she and Ellie were never “left on read”. I feel that my relationship with the client was strong throughout the project, and following the project I have connected with Rosa on Instagram and LinkedIn, which could definitely lead to more work with Frame collective in the future, which is a really positive action in my opinion.

RELATIONSHIP WITH AND INFLUENCE OF MENTOR:

Melin Edomwonyi was my mentor throughout the Design for Real Life project. Melin was extremely helpful and I learnt such a lot from her in this short space of time. I know Melin from Creative Mornings which I used to attend before the pandemic so it was lovely to have someone who I was familiar with as my mentor. I felt very comfortable around Melin during our meetings and felt that I asked her lots of questions (maybe too many!) but she always answered in detail and offered to call me separately to the group call in order to explain things further. Melin is so kind and I feel very lucky to have worked with her as my mentor. I have also connected with Melin on Instagram, along with her business ME Design Instagram which will again definitely open opportunities in the future.

KEY FINDINGS DURING DESIGN FOR REAL LIFE:

During this project I have learnt so much around the topic of Alcoholism and how severe parental alcohol misuse is. I was so shocked to find out how common this issue arises, and it really gave me a different outlook on children who suffer. Through my research surrounding the project, I found out some really shocking first hand stories about parental alcohol misuse, which I have highlighted in a previous blog post. This project has definitely opened my eyes to the issues regarding this topic and has made me think more sensitively about it for sure. I will apply this more soft thinking in future when taking on sensitive topics such as parental alcohol misuse, and consider how serious the issues are by carrying out in depth research on the specific topics.

APPLYING SKILLS IN THE FUTURE

I think that the most valuable skill which I’ve developed throughout this project is definitely my communication and leadership skills. My confidence has grown significantly after having lead most meetings by encouraging questions and prompting my group members. This is such an essential skill for people in most industries, but especially in the design industry. Graphic design is all about communication so being confident and communicating clearly is a key skill to have as a graphic designer. I will definitely be applying this skill set in the future – such as in meetings, team/group projects, and even in everyday life.

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.

FEEDBACK:

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.

Dissertation design: developments

After having my group tutorial with David and my peers, I decided to start making some changes to my work straight away so that the feedback was fresh in my head, and still made sense from my notes.

I started with spread 2. The general feedback for this page was that the page needed to be more expressive and needed to provoke the essence of persuasion through overwhelm and bombardment.

Before revisions

I added in extra “dots” vertically in the background of the piece. I think that this really helps show a feeling of overwhelm and manipulativeness through the typography.

After revisions

Next, I decided to add a bit more depth to the large, bold white type on this spread

Before revisions

Here, I added a very subtle dark pink outer glow to the white type. I think that it’s almost unnoticeable if you don’t compare the two different versions, but when you compare them, it does add that extra bit of depth to the spread as a whole. In addition, I have altered the size of the pull out statistic on the right side of the spread, as the word “approximately” looked out of place.

After revisions

These are the changes that I’ve made so far, but I intend to refine the piece of editorial in more depth next week when I have more time.

Dissertation design: group tutorial

Today I had a group tutorial with my peers and David to showcase our pieces of editorial design so far. We were asked to present a PDF of our dissertation design so far, including 1 page of editorial inspiration. This is what I presented:

The overall feedback from David and my peers was positive. Luke and Matt both thought that the pink colour worked well within the context and that it added another dimension to the overall piece of design.

Some points David raised were that I needed to highlight the fact the importance of persuasion and manipulation through my typography – I will do this by repeating certain words or letterforms to provoke a sense of overwhelm and bombardment. He also mentioned that I could be more expressive with my typography in that I could add depth to certain elements. He also noted that the use of imagery could work well within the context. Another thing we discussed was layers and dimensions of each spread. He noted that I have only around 3 elements per spread, and sometimes that wasn’t enough. I will add more elements like imagery, headings and pull out quotations in order to create a stronger sense of hierarchy and layering. David also noted that my typesetting was generally positive but that I should pay close attention to detail when it comes to things like orphans and rag. I will need to tidy up my typesetting a lot and make some minor changes to correct these issues.

Dissertation design: development

RESEARCH

I decided to research some existing editorial design pieces that I’d like to take inspiration from for my dissertation design.

Typografie Standard, by Tony Ziebetzki

I really love the use of big, bold type running through the background of this piece. I also love the detailing of that bold type, like the curves on the “R” letterform! I think this is really expressive and could work really well applied in a similar way in my dissertation design.

Kyle Rice Design

I love the playfulness of “reveal and conceal” in this double page spread designed by Kyle Rice. I talk a lot about both concealing and revealing within my dissertation with regards to disclosure of paid partnerships between influencers and brands. I think this idea of playfulness could be a great addition to think about when designing my dissertation.

The storytelling serifs specimen, Fontsmith

This piece of editorial design showcases typefaces designed by Fontsmith, and I’m completely obsessed! I think that the use of weight, size, colour and layout are so clever and showcase the fonts beautifully. I plan to experiment with orientation, weight, kerning, tracking and size of the typography within my dissertation, taking a lot of inspiration from this piece in particular. I also love the use of pink, black and off white. I think these colours are so striking and stand out so well.

WORK IN PROGRESS

Deciding on the 5 pages to design:

The title of my dissertation is Can Instagram influencer brand partnerships succeed both ethically & financially for both the brand and the influencer? The dissertation investigates both the ethical and financial success of the extremely modern, current and on-trend advertising method of Instagram influencer marketing. It focuses on both the influencers, and the brands which choose to work with them in this popular advertising method. In addition, it includes research and discussion regarding persuasion, as this is a significant topic within graphic communication. It also investigates to what extent the marketing strategy increases product and/or service sales for companies, including examples and statistics. In addition, it compares the current, previous and potential future rules and regulations for paid partnership and sponsored content disclosure by influencers. This is shown by researching and reviewing a sufficient amount of relevant, current, academic literature regarding the Instagram influencer marketing advertising method, influencers, social media users, and companies who use this strategy. I also include research of examples and statistics to justify my critical opinion and position, and discuss both the positive and negative aspects of the examples. I also conducted a qualitative and quantitative survey where participants completed a survey in order for me to determine their views and opinions on the subject of Instagram influencers, and to interpret my findings with the statistics I have gathered. I feel that this topic is very important and relevant, as it is very current, modern and applies to an extremely wide audience.

I have chosen to design 5 double page spreads from chapter 1 which is titled Why and how influencer marketing is so successfully persuasive. I feel that this is appropriate as this chapter relates the most to graphic communication.

This is what I came up with as a starting point:

I’ve used a 6 column grid with 8mm margins, and 6mm gutters. I really wanted to include this soft, calming pink tone throughout my piece of editorial as I feel that it’s really inviting and almost highlights the manipulativeness that I talk about within this chapter of my dissertation.

DfRL: 1st Client Meeting

Today my group and I met virtually with our clients, Rosa & Ellie. We used the meeting to get to know our clients, ask questions, and get their opinions on some of our initial ideas. Before the meeting, we sent them an email which included some of the things we wanted to discuss within the meeting. We thought that this would be helpful as then they know what to expect within the meeting itself:

During the meeting, we told the clients a little about ourselves as individuals, including our hobbies, where we’re from, and our background as Graphic Designers. They also gave us some background on themselves too.

I’ve listed some of the questions we asked, and the clients’ answers below:

Q: What are the main deliverables you’d like from us?

A: Social media campaign, literature/informative design for statistics. Want to prioritise digital, but also want the designs to be adaptable to be able to be printed also.

Q: Do you have any existing brand identity that you’d like us to incorporate? Logos, colour palettes, etc.

A: Already have a “logo” (but not any vector files 😔) which they’d like to incorporate which can be found on their website. Creative freedom when it comes to colour palettes as the existing branding is monochrome. Want something bright and vibrant rather than dark and gloomy. We want to display enthusiasm and “we can do this” attitude, as opposed to doom and gloom and “everything is terrible”.

Q: Who are the primary target audience, and who are the secondary?

A: Primary = Policymakers, Secondary = Those affected (children, young adults & adults who have been or are being affected).

Q: What’s your opinion on “scary” concepts, such as the NSPCC child abuse advert?

A: It’s important not to stereotype this project to young children only. It is a completely separate issue to child abuse. It is also important to show that this is a hidden problem, and can be hidden so easily by both the parents and children. It’s very common, among lots of different families – different countries, different ethnicities, different sizes – there are lots of variables so it’s important not to stereotype.

Q: What is your desired style of information design?

A: The information must be visually impactful, and convey the attitude of enthusiasm and brighter futures for those affected. The designs should be clean, contemporary and bold.

As a group, we found this meeting extremely helpful, and all found that we had a much better idea of the clients’ desires after having spoken to them. As a group, we all also noted how hard we found virtual meetings with new people that we’d never met before (such as the clients), when it’s impossible to read anyone’s body language such as making eye contact, it’s hard to completely understand people. However, everything went well and we are all slowly getting used to it!

We will each now develop 3 strong concepts to present to the group and David on Thursday afternoon, before sending the concepts to the clients as soon as possible in order to give them the most time possible to digest all of the visuals.