Research and Process Summary report

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Stage 7 learn-  (reflect)

Outline three primary references including their relevance (with at least one theoretical reference)

  1. Information Design -Kathryn Coates and Andy Ellison (2014)

Through “Information design” a design book written by Kathryn Coates and Andy Ellison (2014) prove to be a usual resources in regards to visualizing and communicating information through design artworks, providing hints and tips on the design process (Coates & Ellison, 2014,p.6). According to International Institute for Information Design (2014,p.10) they describe visual communication as the “planning and shaping of the contents of a message and the environments in which it is presented, with the intention to satisfy the information needs of the intended recipients” (cited by Coates & Ellison, 2014,p.10). Highlighting the importance of knowing who and what you are designing for, with the aim to making a clear and direct message (Coates & Ellison, 2014,p.18).

  1. Reading Pictures -David Crow (2003)

Reading Pictures’ (2003) a book by David Crow highlights the importance of a graphic designer to understand semiotics as an essential skill in designing. Highlighting the importance of designers finding “the right tone of voice or the right associations for a message”(Crow, 2003,p.56), playing with the concept of hidden set of meanings or messages signifying reality in a picture. The way we understand a message depends on how the language is being displayed, thus controlling how the viewer interprets the message and the tone of the language (Crow, 2003,p.56). Thus being an important factor in my design project, to create designs that clearly communicate the indented message through carefully selecting the right languages and images to use.

  1. Visual Thinking: For design -Colin Ware (2008)

Visual Thinking for Design demonstrates how design can be considered as tools for cognition. This book presents visual thinking as a complex process that can be supported in every stage using specific design techniques. This allowed me understand how visual thinking can impact your design, by thinking out of the square and not so straight forward, this primary research also helped in understanding the design process.

 

Describe 3 significant outcomes of your project: 

  1. Learning how to handle and produce large-scale design projects on a professional level.

This project has allowed me to acquire the right skills needed to produce and conduct a project on a large industrial scale. Allowing myself to produce the best quality of work I can, one that can be regarded as a professional standard. However working on a project of this scale, illustrated the importance of creating a project timeline. To ensure each design is met with the right amount of time to explore all options of the project, a technique that has been proved to be significant outcome of this design project.

  1. Designing for new platforms (Social media – SnapChat filters / Instagram feed)

This project allowed me to explore new options of design, allowing myself as a designer to think outside the box. By considering social media into this project gave myself access to create designs in a new way, a design that could be applied to modern technology through social media. Thus, impacting the way my project and visual communication message was applied to my design. Therefore becoming a significant outcome of the final major project.

  1. Learning new methods and strategies for an advertising campaign

Designing an advertising campaign proved to be a significant outcome of this design project. In order to have the right information and learn the right strategies and methods, I needed to conduct extensive research on what makes an advertising campaign so successful. By doing so, the research gathered allowed myself to learn the right tactics to use in order to make my project, an advertising campaign, a successful one. Allowing my project to reach a professional standard, something that wouldn’t happen without learning the right methods and strategies for an advertising campaign.

 

Describe how the design concept and final project is relevant to your career intention

The chosen design concept and the final outcome of my project is relevant to my career intention. After graduation, I wish to work in a design firm that specializes in advertising and marketing, particularly through creative design campaigning. My major project highlights my talent to work within this industry, showing to future employees that I can handle industrial scale projects, while maintaining a professional level of advertising and marketing designs. Choosing the topic of pill testing demonstrates that I can tackle challenging topics within our society, particularly on design, marketing and advertising, while also meeting project deadlines. Showing that I am capable of working under pressure and succeeding. By producing posters and social media campaigns based on fantasy characters demonstrates my ability to push my design thinking, in order to think out side of the box. Thus displaying my skills to design on a professional advertising level, a quality that is needed in the design-advertising world.

References found within  Research and Process Summary : 

 

Wk 14 – Implementing Social media designs

This week is all about fixing my chosen social media designs, now that my posters series  are finalised, meaning i can add my posters into Instagram. This enables the campaign to have a home page , a place full of information. It also allows the campaign target audience to comment , like or share . The more times this is done within social media the more the campaign is spread around the public and festival grounds , an objective in which this project is sought to achieve.

Please find below the selected  / implemented Instagram designs

wk 12- final touches / discussion

Today during class it was my chance to continue producing social media advertising for my project . With the main objective to make my campaign likeable and sharable among the target audience . To do this, my project is taking advantage of the resources Snapchat and Instagram to spread and access the desired audience for this project.However , this week in class i am working on creating snap chat filters, that are designed to be featured at the festivals grounds during the summer seasons. As a way for the average person to be apart of the campaign , in which they might stand for , advocate or even just advertise pill testing, in which they make the idea more known and comfortable within the public. Though what i have found while designing the filters , it soon became apparent to work within the right dimension of snapchat screen filters. It also became a critical incident when trying to locate the right photos to use for the mock up of the Snapchat filter. It became hard to locate photos that where of 300dpi ,  and didn’t have a water mark crossed across them. To progress further i will need to find the right  dimension of the Snapchat screen , in order to show the design for hand in week 15 and for the Gradshow.

I also have to keep in mind the closing due date that is fast approaching . I need to analyse if i may be taking too much on bored ,particularly when designing too many social media creations.So far i have also focused my attention down to six poster for submission in week 15 .

Critical incident = Not having the right dimension needed for Snapchat filters or finding the right photos for the background image. Changing from the hash tag to taking away the hash tag , in the main tag line. Thirdly , adding the second tag line to the filter .

Please find below the first prototypes of my  SnapChat filters. 

By creating these snapchat filters allows the audience to feel connected and involved , giving them the opportunity to chose a team to participate within , using these filters when taking a photo at the festival grounds , to show their supper  , or even jus to use these design because they like the characters or teams. Either way the message behind to spread around the festival grounds and the general public.

During class i created the idea of using a pop up ad in the actual Pokemon game ,to feature the campaign communication message of pill testing. This gives the project a connection between the game and the campaign, which in return enables the project to reach a wide variety of audiences into the campaign.I ran with the same idea of using the pokemon teams to highlight the qualities of pill testing , as they do share the same notion .This also captures the attention of the audience in which they might relate too as well. The pop up ad incorporates , the the campaign tag line and the team logos.

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Instagram was also created , though it was proven to be difficult to make a mock up with the poster already made , this will take more time , something i will have to continue during this week and the next , in order to get it right with the best quality possible for printing.

Grad-show Thoughts 

I want to display my poster design , particularly my team designs and character design , i just need to figure out what social media designs should i display and how many ? when i currently have 20 snapchat filters created  , this will require further thinking , particularly cost and materials , at this moment I’m thinking of using a magnetic system !

Week 9 – The creation of the Characters

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During the weekend i spent some time creating these characters for my poster campaign. I wanted to use Pokemon characters that where highly recognisable , within the chosen target audience. After some research and from playing the game myself i knew these characters where the most known and sought after characters of the game. The bonus of these characters is that they all belong to different teams within the game of Pokemon. However my first idea was to use their colour as a way to represent different drugs found within music festivals. Particularly , focusing on the drugs of Ecastay , weed, ice, and LCD. After creating these characters i felt best going with the characters of Pikachu , Squirtle and Charmander , i believe these characters will gain the most attention as they have a more distinctive outline and vibrant colours that i could use to be incorporated into a poster series.

Critical incident = Choosing to eliminate bulbasaur from the poster series , and stick to three characters  based on their status and recognition.  Secondly, deciding to use a black outline around the illustration of the characters

Week 5 – Ideate stage

This week i came up with three concepts for my design major all focusing around the issue of pill testing in Australians music festivals . The first concept was designed on the Type and illustration , testing out if type and illustration would be the best option . Here i chose to focus on a poster , using the idea of creating a poster that was factual , creating a vibrant , memorable and attractive poster in order to capture the audience attention. Placing the designs of the poster into a mock up in order to test out if this design technique would work the best. screen-shot-2016-11-04-at-10-38-06-pm

Concept Two focused on the technique of using typography as the main design element.Testing out if this would be the better option to follow , in order to create a design that is visual , bold , modern and fun . Focusing on these qualities in order to attract an audience.

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Concept Three : focused on using paraody as the main design element , testing out to see if this theory will work within my major work , this technique looks at making the project visual , attractive , illusion and a fantasy . Focusing on how fantasy isn’t reality , making reference to how in life things can go wrong , particularly  when you decided to take a risk with your life by taking drugs .Hoping to emphases just because you think it isn’t going to happen to you , thats a fantasy , in real life a risk could end horrible highlighting that in real life their are consequences.

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PROPOSED FINAL OUTCOME : 

  • 4x a2 posters campaigns displayed on the wall hanging 1.5 below the ceiling using bull dog clips
  • A3 Info- graphic poster also showcased on the wall mounted on foam core board using command hooks.
  • Social media advertising showcased in a portfolio showing mockups
  • 3x a3 Mockups of the poster at the location splendor and the grass , mounted on foam core using command hooks

Critical Incident : After creation of three concepts it deemed appropriate to use concept three of parody for my major project , as it gained the most attraction from viewers and got the most responses.

Key research facts – Week 4

Main Research Focus : The primary focus for this major project is too use illustration and typography as a way to investigate if fantasy illustration and parody can be used to influence behavior as a message for harm prevention. The project topic is based around the affects of drugs on the youth particularly the drug usage found at popular music festivals such as Splendor in the grass located in Byron Bay NSW.

key points : 

  • Ecstasy-related deaths are a growing problem at Australian music festivals. They can be attributed to attendees’ nonchalance towards the dangers of this drug, plus the fact that the pills they purchase are not quite what they expect. From a call for increased awareness to on-site pill analysis, learn what can be done to protect yourself (The Cabin, 2016)
  • Tragic drug-related deaths have become a growing problem for young Australians, with six deaths last year at music festivals alone.(The Cabin, 2016)
  • The 2014 United Nations World Drug Report found Australians had the world’s highest rate of ecstasy consumption. (The Cabin, 2016)
  • Earlier this year, a series of deaths and a spike in hospital admissions related to ecstasy prompted a renewed push by some doctors and drug law reform groups for a trial of drug testing at festivals (The Cabin, 2016)
  • According to the Sydney Morning Herald (2015)  Australia is the worst leaders for drug use , “More than 40 per cent of us have used drugs illicitly and we have one of the highest rates of illegal use per capita despite also having some of the most expensive prices”(Ting , 2015).
  • In 2015, the Australian Institute of Health and Welfare’s National Drug Strategy Household Survey reported 27 percent of Australians aged 20-29 had used illicit drugs in the preceding 12 months, with eight percent having used ecstasy in that period (The Cabin, 2016)
  • Splendour In The Grass festival netted 323 people in possession of illicit substances including cannabis, ice, MDMA and cocaine (Ting, 2015).

    Inspiration 

    screen-shot-2016-11-04-at-10-00-23-pmscreen-shot-2016-11-04-at-10-00-31-pmscreen-shot-2016-11-04-at-10-00-39-pmDisney competitive set screen-shot-2016-11-04-at-10-00-47-pmCompetitive sets : screen-shot-2016-11-04-at-10-01-00-pmscreen-shot-2016-11-04-at-10-01-09-pmSecondly i studied and took inspiration from previous designers work who have worked with the idea of parody and fantasy to be used in a campaign about health , particularly drug use at festivals. These were the designer of:

  • Chris Van Rooyen , who designed a drug awareness campaign , by creating an sos booklet about everything to know about drugs at music festivals , creating a guide / safety booklet. screen-shot-2016-11-04-at-10-01-18-pm
  • Secondly i researched the designer , Marine Vancampenhourt who created a awareness campaign on the use of excessive drinking, called Once Upon A drink. Using disney and parody  as her main form. screen-shot-2016-11-04-at-10-01-26-pm 

    RESEARCH ABOUT POPULAR FANSTSY CHARACTERS : 

    In order to create a parody campaign in pill testing i needed to research different characters that are most recognisable among my generation, Gen y and Gen x . these answer came from class discussion and the website : http://www.filmsite.org/100characters1.html

  •  Olaf– Frozen (2013)
  •  Sherk- Sherl (2001)
  • The Genie – Aladdin (1992)
  • Harry Potter
  • Hermione Granger 
  •  Willy Wonka 
  •  Mickey / Minnie Mouse
  •  Alice – Alice In Wonderland
  • Goofy
  • Tinkerbell – Peterpan
  • Nemo 
  • Buzz Lightyear 
  • Dory 
  • Woody

     

    After extensive research it became obvious that the target audience for this project lied around the age bracket of 17-27 years old. through articles and survey it was deemed that this age was the most influenced to use party drugs at music festivals , they also are the right age that would appreciate the fantasy characters above.

References over the research period : 

 

Research – week three- choosing Pill testing as my design topic

Research about pill testing :

The primary focuses for this major project is too use illustration and typography as a way to investigate if fantasy illustration can be used to influence behavior as a message for harm prevention. The project topic is based around the affects of drugs on the youth particularly the drug usage found at popular music festivals in Australia, such as Splendor in The Grass, Field day and Falls , located in NSW. According to The Cabin (2016) tragic drug related death is a growing problem for young Australians, recording that six deaths took place last year during the music festival season (The Cabin, 2016). This is due to the rise of synthetic drugs and Ecstasy usage within the youth culture scene such as pubs, club and music festival. Researchers are stating that this may be due to the individual not knowing what ingredients are in the drug, As stated by Dr Burns, “What is concerning about synthetic drugs is that there is great variability in the content of these substances, and often, very little is known about what they actually contain”(Downey, 2012). In 2015, (The Cabin, 2016) the Australian Institute of Health and Welfare’s National Drug Strategy Survey highlighted that “27 percent of Australians aged 20-29 years old had used illicit drugs in the preceding 12 months, with eight percent having used ecstasy during that period” (The Cabin, 2016), meaning that Australians had the world’s highest rate of ecstasy consumption even though Australian have the most expensive prices (Ting, 2015). With the rise of drug related tragedies, the government has tried to find ways in which they can limit drug harm at music festivals, particularly after the death of a woman in 2015 that took MDMA at a music festival in Sydney (Mckeith, 2016). Frustrated advocates are now demanding for a solution to this problem in order to bring awareness to the issue (Harris, 2016). This has seen advocates such as doctors and drug reform groups pushing for a trail of drug testing at music festivals as a way to control harm prevention (Metherell, 2016). Though there still remains member of the public and government who aren’t sold on the idea of pill testing, claiming that this will encourage users, to take drugs.

stoner

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As a response this saw the push of a new drug campaign strategy from the NSW government, with the Stoner Sloth campaign. This ad features a stoned sloth aimed at discouraging teenagers from consuming cannabis, using the tag line “ your worse on weed”(Veness, 2015). The campaign was designed to be appealing and sharable among the youth, who may be frequent users of the drug (Veness, 2015). The campaigns went viral, with more then 4 million hits on YouTube and Facebook (Arlington, 2016). I chose this case study as my main research; to analyses what went wrong and to make a decision as a designer if I could improve upon their strategy within a music festival environment, as a way to examine if the idea of parody works within the target market. As a result, the spokeswoman for the NSW greens drugs and harm Dr.Mehreen Faruqi described the campaign as ridiculous (Arlington, 2016). Questioning the effectiveness of the Stoner Sloth many of whom believed it missed it marked. Claiming that associating a sloth with people being intoxicated may convey a positive appeal to the people being intoxicated rather than the indented negative message as stated by Professor Jan Copeland (Arlington, 2016). Saatchi & Saatchi (Cited in Arlington, 2016) defended the video theme of using parody and humor as a way to spread a message, stating it was made specifically for teens as their main target audience, an ad that isn’t targeted at adults. Arlington (2016) mentions the success of this ad has caused teenagers to talk about the issue of cannabis, though advocates are claiming that the campaign isn’t working among the youth as teenagers are learning the wrong message from viewing the video. Suggesting that the Stoner Sloth “is to cartoony and wired” (Arlington, 2016) that teenagers are just taking the campaign as on big joke (Arlington, 2016), with endless twitter jokes and parody videos. Highlighting that there is a fine line between just the right amounts of parody versus too much, a problem I need to be careful within this project.

scare

Another government campaign, took the approach of using scare tactics of illustrations and photographs to scare drug users in participating in drug use. Using graphic television advertisements such as showing crystal methamphetamine users being raped and threatening to kill their parents. Though researchers found this solution didn’t work, medical reporter Kate Benson (2008) stated teenagers who viewed these advertisements where “four times more likely to approve of using the drug regularly rather then scaring them into avoiding it” (Benson, 2008). Proving that scary illustration don’t work, an approach that will be avoided in this project   as it has been proven not to work for the indented target market within this project.

partyparty2

Another competitor set seen in the United Kingdom took a different approach to their drug related problem, they created a campaign called “Talk to Frank” encouraging their youth to reach out and contact someone when you are at risk (Frank, 2016). However in the USA, their campaign “Above the influence” took the tactic of showing what the youth can do without taking drugs. Their aim was to understand what teenagers who don’t take drugs do in their spare time and advertise those activities, instead of highlighting the use of drugs as there main focus (Above The Influence, 2016).

hereopunder

The artist, Luke Choice and Neil Stevens two graphic designers both use illustration and Typography as a way to visually communicate to their audience through their advertisements and individual projects. Their bright colours and Quirkiness within their designs, makes their success of their work memorable and attractive. An element in which this proposed project needs. These two designers prove that visual illustration and typography can grab an audience attention, a strategy that can effectively communicate an indented message.