Kara's Media Design MFA Mastery Journey @creativemasteryjourney-blog - Tumblr Blog

12.4.2 Week 4 Mastery

Course One Personal Development and Leadership helped me to dive into innovation. This course helped me establish good habits for researching topics. I used the knowledge gained in this course to create new ideas. This foundation in writing and research was instrumental to the development of my thesis.

Course Two In Defining Client Needs, I started my Reykjavik logo process. The first step was research. This course thought me the importance of taking notes as I read the material. I created multiple mind maps during the development process where I analyzed the data to form ideas for the initial sketches.

The direction for this project helped lead to the development of the dynamic vision board used in my thesis project.

Course Three Brand Development continued the brand development process for Reykjavik, adaptation. To overcome technical writing issues, additional research and reflection was necessary. Materials from the Full Sail Library were used to bolster previously weak peer reviews.

The peer reviews were also an excellent opportunity to grow and update the content. Learning to give and receive peer review was instrumental in updating my thesis project for the best possible outcome.

Course Four In Effective Copywriting, I started the development process for several ads. I first researched the client, their mission and programs. Next, I considered the buyer personas I developed for Acterra in my 4.2.2 project. I jotted a few notes on what type of ads may best communicate with Acterra’s target audience for their public service announcements, services, and donations.

The focus for these ads was to compel the viewer to take immediate action with copywriting and design that concentrated on the headline and calls to action. Each ad in the set will focus on an aspect of action a person can take including, volunteering, voting, living green, donating and protecting the environment. More time was spent considering the readability and tone of the body copy as well as its connection to the headlines and CTAs.

This course was instrument thought my thesis project. The effective copywriting techniques I learned were used throughout each project in my thesis presentation.

Course Five In Design Research, I learned to establish the lifestyle traits that will define the voice, tone, and design, the motivations of the visitor, the target audience by using the Filbert Method. The table uses a three pillars method to establish the core of the brand’s tone and voice through example writing.

This lead to the choice to focus on the message: EPIC - Epic Views / Epic Adventures as the common theme in wording the content. Further, this resulted in the use of more dramatic and personable language. This method was described in the Acquiring Competencies section of my thesis project.

Course Six In Organizational Structures, the experience of working independently on a motion project and working with a team to collaborate on a multi-week video project was very beneficial. Each experience offered unique benefits. The independent motion project allowed for constant exploration and adaption of ideas. The group project offered other benefits including many diverse ideas and the ability to delegate tasks to ease the overall burden.

The production of the motion graphic resulted in an increased understanding of working through a timeline and determining what type of motion and transition best fits the narrative based on Blazer’s principle of Movement Styles. Transitions are used to connect multiple assets and videos together to great a linear video project. According to Biteable, there are several types of standard transitions used to edit shots together.

Common Video Transition Styles: • Fade In/Out • Dissolves • Wipes • Zoom • Creative Transitions (Puzzles, etc.) (Bitable, n.d.)

One of the transition styles proposed in the motion graphic is an innovative adaptation of fading in. Instead of fading into the entire artboard the video fades into the word ‘epic.’ This gives the audience the ability to see and ‘epic view’ of an ‘epic landmark’ in the word ‘epic’ leading to an innovative new way for viewers to experience the fade-in. This innovation was detailed in my thesis project.

Course 7 In Design Strategies and Motivation During, a great competency was acquired by learning and practicing the development of empathy maps.

Empathy maps are most successful and beneficial when based on supporting data (Cao, 2018.) The empathy map created for the Little Mexico District is built on both primary and secondary research. The man-on-the-street interviews conducted in the Little Mexico District on Saturday, January 19, 2019 revealed that 100% of interviewees posses a high value on having a strong work ethic which is reflected foremost in the empathy map. Empathy maps can be used to provide insight into the user in a comprehensive way as opposed to providing a simple chronological or sequential view (Gibbons, 2018.) This comprehensive overview takes the information gained from the primary and the secondary research to generate a complete profile of the brand’s potential users in the Little Mexico District including lifestyle choices and personal values.

My thesis project highlighted creating an empathy map in the developmental stages of the brand will help set manageable goals for the brand that will speak into the greatest audience (Brown, 2018.) The empathy map developed for the Little Mexico District can now be used to gives focus to each aspect of the brand by offering comprehensive insight to the thoughts and behaviors of the primary user. Additionally, the empathy map highlights pressure points that need to be considered or combated such as job-security and the industrial style of the area.

Course 8 In Design Integration, it was discovered that although the area is known as “Little Mexico,“ it actually possesses an extremely diverse population of users from many Latin countries. The predominant group in the area is actually El Salvadorian (Reyes, 2012). Taking the ethnic demographic information in concert with the man-on-the-street interviews performed, a fully developed picture of the area and its values can be formed. The primary and secondary data indicated a community that is hard-working and generally well received by Bowling Green’s citizens at large (Reyes, 2012) despite the misconception that the Caucasian people dislike Latinos.

In my thesis project, all of the primary research combined with the secondary research to show the current image of the Little Mexico District. Further, the research helped in the development of the brand positioning and followed into the final brand identity (CEOs for Cities, 2006).

Course 9 In Multi-Platform Delivery, research conducted suggested that a relevant approach would be critical to the brand because it will identify and differentiates Little Mexico from other communities (Airey, 2014.) The illustration style used in the creation of the logo is hand-drawn to mimic Mexican artisan techniques found handcrafted forms in Latino art. The circle motif utilizes hand-drawn elements that draw on folk art of Mexican traditional still used in contemporary art (Whiley, n.d..) The circles also have a paint texture style that will continue the hand-drawn imperfection style that adds personality to the design. Decorative intricate details are a common motif in Latino design (Whiley, n.d.)

My thesis project detailed the use of organic typography in the logo and media assets to employ the hand-letting style that is known for adding personality to Mexican design (Whiley, n.d.) Additionally, the organic type style is distinct and will be easy to separate from the serif and san-serif type used in nearby communities and businesses (Airey, 2014.) Not only will this type style be recognizable, but it will also resonate with the users in the area because of hand-lettering’s friendly aspect appealing to the sense of family-friendliness in the community.

Course 10 The focus of Measuring Design Effectiveness was to assess the efficacy of the Little Mexico community logo. To evaluate the design, the wider context of the community must be understood (Best, 2006.) The inherent and unalterable problem the Little Mexico District faces is that the majority of its residents and business owners are not of Mexican descent. Large populations of Latinos who reside in Bowling Green are from more diverse backgrounds than many realize including El Salvadorian, Guatemalan, Honduran, Mexican, and other Central Americans (Reyes, 2010.) The logo must meet the community’s goals, including the popularly known name of the district, and refrain from alienating those not of Mexican descent.

The survey utilized qualitative and qualitative data. Qualitative can help determine if the design could be improved to better conform to the location’s image or communicate more efficiently with the target audience (Best, 2006). Some of the qualitative responses were anticipated, such as the fact that over 50% of the respondents said that “cheerful” described the logo. As a designer, using bright orange color schemes would naturally lead to a cheerful aesthetic in this design’s context. However, some responses were unanticipated, such as one respondent described the logo as “boring.” Notwithstanding, while the data must be measured, a single observation that is outside of the overall pattern could be considered an outlier. The proof of the efficacy of the logo supported my thesis project in which I cover the logo development and final outcome.

Course 11 Critics can offer valuable insight or perspective that can be used immediately or interpreted to refine a project (Askedall, 2018). Throughout the thesis project, numerous opportunities for peer and professor feedback were offered and utilized. This lead to the improvement of some content areas and the complete reconstruct of other areas. By remaining objective to one’s own work, the project and be evaluated by its own merits and not the creator’s ego. For example, the critic revealed that the Innovative Thinking section was unclear and lacked persuasiveness. This feedback resulted in the exploration and use a new idea that was more definable and persuasive.

Course 12

The development of the Experience Map offered the opportunity to reflect on my experience in the MDMFA program at Full Sail University. The exercise resulted in a bird’s eye view of the program and the corresponding emotional journey to mastery.

References

Airey, D. (August 20, 2014) Logo Design Love, Annotated and Expanded Edition, Second Edition. Publisher: Peachpit Press. Retrieved from: https://ce.safaribooksonline.com/book/branding/9780133812589

Askedall, A. (January 18, 2018). 3 ways to turn a good design into a brilliant one. Retrieved from https://www.inc.com/andrew-askedall/3-ways-to-turn-a-good-design-into-a-brilliant-one.html

Best, K. (October 31, 2006) Design Management. Publisher: AVA Publishing. Retrieved from: https://ce.safaribooksonline.com/book/design/9782940439782/firstchapter#X2ludGVybmFsX1BGVmlldz94bWxpZD05NzgyOTQwNDM5NzgyJTJGMTcyJl9faW1hZ2VwYWdlcmVzb2x1dGlvbj0xMDAwJnF1ZXJ5PQ==

Bitable (n.d.) Video transitions effects & examples. Retrieved from https://biteable.com/blog/tips/video-transitions-effects-examples/

Cao, J. (June 15, 2018) The Practical Guide to Empathy Maps: 10-Minute User Personas. Retrieved from: https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy- maps-creating-a-10-minute-persona/

CEOs for Cities (March, 2006). Branding your city. Retrieved from http://www.milfordohio.org/Branding-Your-City.pdf

Reyes, C. (May, 2012) Hispanic Outreach in Bowling Green, KY: Defining the Needs of the Hispanic Community. Publisher: Western Kentucky University TopScholar. Retrieved from: https://digitalcommons.wku.edu/cgi viewcontent.cgi?referer=https://www.google.com/ &httpsredir=1&article=1371&context=stu_hon_these

Whiley, E. (n.d.) Graphic design from around the world: Mexican design. Retrieved from: https://www.canva.com/learn/mexican-design/

Mastery Reflection

Takeaway One - Concept Refinement - The Importance of Receiving Peer Review

“Take criticism seriously, but not personally.“ - Hillary Clinton

Critics can offer valuable insight or perspective that can be used immediately or interpreted to refine a project (Askedall, 2018). Throughout the Thesis Presentation project, numerous opportunities for peer and professor feedback were offered and utilized. This lead to the improvement of some content areas and the complete reconstruct of other areas. By remaining objective to one’s own work, the project and be evaluated by its own merits and not the creator’s ego. For example, the critic revealed that the Innovative Thinking section was unclear and lacked persuasiveness. This feedback resulted in the exploration and use a new idea that was more definable and persuasive (see fig.1). See the page here.

Fig.1 - Williams Glenn - 2019

Takeaway Two - The Importance of Offering Peer Review

When reviewing a peer’s work, it can be tempting to write a “good job” post where the focus remains solely on the positive aspects of the project. However, offering honest feedback about what is working and what is not working is critical to the improvement of the project (Cox, 2012). Peer review allows the artist to gain an outside objective view of the body of work. Once the review has been delivered, the artist can interpret the feedback and edit the work as they deem necessary.

Takeaway Three - Time Management

The thesis presentation project had a timeline of three and a half weeks. Each page required extensive reflection and research. To meet the needs of the project and to maximize the time allotted, great time management was required.

The basics of time management in project management are:

Plan schedule management

Define activities

Sequence activities

Estimate activity resources

Estimate activity durations

Develop schedule

Control schedule. (Harrin, 2018)

The scheduled plan and define activities for the project were defined by the due dates of the drafts. The sequence activities we self-assigned including the building of assets and updating the content to be more persuasive. Time was allocated to find the resources necessary to demonstrate mastery including finding and presenting images from previous projects. Daily site reviews were scheduled to define a time for site updating the site or preparing imagery in the more effective way to communicate the idea (see fig.2).

fig.2. - Williams Glenn - 2019

References

Askedall, A. (January 18, 2018). 3 ways to turn a good design into a brilliant one. Retrieved from https://www.inc.com/andrew-askedall/3-ways-to-turn-a-good-design-into-a-brilliant-one.html

Cox, P. (October 15, 2012). The unwritten rules of a great design critique. Retrieved from https://tympanus.net/codrops/2012/10/15/the-unwritten-rules-of-a-great-design-critique/

Harrin, E. (October 22, 2018). Project time management process plan. Retrieved from https://www.thebalancecareers.com/what-is-project-time-management-3879177

Mastery Journal Reflection

The focus of this course was to assess the efficacy of the Little Mexico community logo. To evaluate the design, the wider context of the community must be understood (Best, 2006.) The inherent and unalterable problem the Little Mexico District faces is that the majority of its residents and business owners are not of Mexican descent. Large populations of Latinos who reside in Bowling Green are from more diverse backgrounds than many realize including El Salvadorian, Guatemalan, Honduran, Mexican, and other Central Americans (Reyes, 2010.) The logo must meet the community’s goals, including the popularly known name of the district, and refrain from alienating those not of Mexican descent.

The survey utilized qualitative and qualitative data. Qualitative can help determine if the design could be improved to better conform to the location's image or communicate more efficiently with the target audience (Best, 2006). Some of the qualitative responses were anticipated, such as the fact that over 50% of the respondents said that "cheerful" described the logo. As a designer, using bright orange color schemes would naturally lead to a cheerful aesthetic in this design's context. However, some responses were unanticipated, such as one respondent describing the logo as "boring." Notwithstanding, while the data must be measured, a single observation that is outside of the overall pattern could be considered an outlier.

See the survey results below:

The survey indicated that 85.71% of the respondents believe the logo personifies Latino culture. Over 50% of the respondents selected "family-friendly" as a descriptive word for the logo. 85.71% of the respondents agreed that the logo would help attract new business to the area. Further, when the respondents were asked if they would be comfortable with this logo representing their community, 85.71% of respondents entered a rating of 7-10 out of 10. These results indicate a general favorability of the logo.

Through the process of interpreting the data, many insights were gained including the community’s belief that the was vibrant and fresh. Should the chance to conduct an additional survey on this logo be presented, the audience could be asked to select a favorite for multiple options such as color scheme options.

The process results prove the logo reads as positive and family friendly. By conducting the survey, critical information on the efficacy of the logo was gained. The survey responses indicate a general favorability of the logo. Further, excellent experience on the process of collecting data and visualizing the results was gained.

References

Reyes, C. (May, 2012) Hispanic Outreach in Bowling Green, KY: Defining the Needs of the Hispanic Community. Publisher: Western Kentucky University TopScholar. Retrieved from: https://digitalcommons.wku.edu/cgi/viewcontent.cgi?referer=https://www.google.com/ &httpsredir=1&article=1371&context=stu_hon_these

#full sail university #mdmfa #mfa #logo #Branding

Connecting/Synthesizing/Transforming

Research conducted suggested that a relevant approach would be critical to the brand because it will identify and differentiates Little Mexico from other communities (Airey, 2014.) The illustration style used in the creation of the logo is hand-drawn to mimic Mexican artisan techniques found handcrafted forms in Latino art. The circle motif utilizes hand-drawn elements that draw on folk art of Mexican traditional still used in contemporary art (Whiley, n.d..) The circles also have a paint texture style that will continue the hand-drawn imperfection style that adds personality to the design. Decorative intricate details are a common motif in Latino design (Whiley, n.d.)

The use of organic typography in the logo and media assets employ the hand-letting style that is known for adding personality to Mexican design (Whiley, n.d.) Additionally, the organic type style is distinct and will be easy to separate from the serif and san-serif type used in nearby communities and businesses (Airey, 2014.) Not only will this type style be recognizable, but it will also resonate with the users in the area because of hand-lettering’s friendly aspect appealing to the sense of family-friendliness in the community.

Little Mexico Logo

Problem Solving

At the beginning of the process, it was discovered that although the area is known as “Little Mexico,“ it actually possesses an extremely diverse population of users from many Latin countries. The predominant group in the area is actually El Salvadorian followed closely by Guatemalan, Honduran, and Mexican (Reyes, 2012.) This knowledge led to the careful consideration of the use of imagery, colors, and adjectives. For example, this knowledge helped lead the brand away from the traditional green and red of common Mexican design to a more ethnically neutral color scheme of orange and teal.

Innovative Thinking

The conventional choice for the design would have included the red and green colors traditionally seen as Mexican. However, as mentioned previously, large populations of the Latinos who reside in Bowling Green are from more diverse backgrounds than many realize including El Salvador, Guatemala, Honduras, and Mexico.

To be more inclusive, an alternative color scheme was employed. The bright orange color theme is representative of both the bold color see in modern Latino design and is future positive and optimistic. The orange scheme is also cheerful which is an excellent choice for a family-friendly community.

Color Pallete

Acquiring Competencies

Research indicated that using social media is an excellent tactic because Latino spend 22.5% more time per month than the average United States Consumer (Nielsen.) The decision to use social media lead to acquiring competencies in targeting non-English speaker on Facebook and Instagram. It was discovered that 5,400 Spanish speakers in Bowling Green can be reached per month. This highly specific targeting would allow for add to be written in the consumers' native language.

Social Media Example

Reflection

This project allowed for the exploration of a culture different from my own. Extensive research was done to understand the design style and to confirm the design and writing was culturally sensitive. For example, many articles were read on the use of the word Hispanic vs. Latino before Latino was chosen.

Overall, the research and design process for the Little Mexico District has been a joy. The work has been added to my portfolio and I am considering contacting my local Chamber of Commerce to determine the possibility of implementing this brand to the area.

References

Airey, D. (August 20, 2014) Logo Design Love, Annotated and Expanded Edition, Second Edition. Publisher: Peachpit Press. Retrieved from: https://ce.safaribooksonline.com/book/branding/9780133812589

Nielsen (September 14, 2015) U.S. Hispanics Are Super Mobile, Super Consumers. Retrieved from: https://www.nielsen.com/us/en/insights/news/2015/us-hispanics-are-super-mobile-super-consumers.html

Reyes, C. (May, 2012) Hispanic Outreach in Bowling Green, KY: Defining the Needs of the Hispanic Community. Publisher: Western Kentucky University TopScholar. Retreivedfrom: https://digitalcommons.wku.edu/cgi/viewcontent.cgi?referer=https://www.google.com/ &httpsredir=1&article=1371&context=stu_hon_these

Whiley, E. (n.d.) Graphic design from around the world: Mexican design. Retrieved from: https://www.canva.com/learn/mexican-design/

#mfa #mdmfa #Branding #design

#full sail university #mdmfa #mfa #graphic design #Branding

The Little Mexico District is a prime location for positive urban development and holds great potential for accelerated economic opportunity. By relying on the Latino business presence currently established, the branding will capture the value of cultural economics (Aubitz, 2009.) Centrally located near downtown and walking distance from Western Kentucky University, the Little Mexico District hosts a unique and singular Latin American focus that will allow the area to capitalize on the intrinsic value that has been established although not currently celebrated nor advertised to the greater Bowling Green, KY area.

The Little Mexico District has an easy to define value proposition within the greater city of Bowling Green. Encompassed in several small city blocks, the Little Mexico District is home to several Mexican restaurants, Mexican grocery stores, and minority and locally owned small businesses.

Connecting/Synthesizing/Transforming

At the beginning of the process, it was discovered that although the area is known as “Little Mexico," it actually possesses an extremely diverse population of users from many Latin countries. The predominant group in the area is actually El Salvadorian (Reyes, 2012.) This knowledge leads and will continue to lead to careful consideration of the use of imagery, colors, and adjectives. For example, this knowledge helped lead the brand away from the traditional green and red of common Mexican design to a more ethnically neutral color scheme of orange and teal.

Problem Solving

To determine the problem, the primary researched gained from man-on-the-street interviews conducted on Saturday, January 19, 2019, was combined with research gained from reviewing the Bowling Green Chamber of Commerce website and the Bowling Green Downtown District website. The man-on-the-street interviews indicated a large Latino population who takes pride in working hard and taking care of their families. An on-foot survey of the area showed many minority and locally owned businesses that employ many Latinos and many women. However, The Bowling Green Bowling Green Chamber of Commerce website and the Bowling Green Downtown District website do not promote nor mention the Little Mexico District. The lack of local participation in the Little Mexico District’s promotion and advocacy means the unique value proposition of minority-owned businesses and Latin culture aren’t promoted or celebrated internally or externally, leaving this area largely ignored.

To solve the problem, the brand, must focus on differentiation and address the community assets that distinguish the Little Mexico District from other communities (Brookes, 2016.) An example of utilizing the differentiation unique areas hold is the Slate Belt Region branding (see figure 1) for their four unique communities in an effort to unite them while maintaining the individuality of Bangor, Pen Argyl, Portland and Wind Gap (Imagevolution, n.d..) The design problem’s approach reflects the aspects of the community that already exists which will allow the branding for the Little Mexico District to harness the value of cultural economics while reflecting the current atmosphere in the area.

Innovative Thinking

In opposition to the traditional approach of red and green color schemes for Mexican or Latin design, the vision board takes a modern approach to brand the Little Mexico district. Because of its modernity, it will appeal to a broader audience while still capturing the Latin influence of the area. Further, the color scheme is more ethnically neutral color rather than specific to the Mexican flag.

Intricate details are reprehensive of Latin design and traditional artisan crafts or folk art that utilize hand drawn elements and add a personal touch (Whiley, n.d..) However, the use of artisan details with bright colors allows for a traditional meets modern approach.

Acquiring Competencies

Translating the static vision board into a dynamic vision board allow the cultural flavor of the brand to flourish. A new technique was tried which included bright family-friendly orange overlays mixed with moving Latin textile patterns allow the imagery to mix Latin tradition with modern family life. This mixes the area's traditional values with a family-friendly and future focus. Further, bright family-friendly colored overlays are paired with moving artisan textiles to communicate the brand’s future-forward and Latin folk-art features. The Dynamic Vision Board can be seen here: https://www.youtube.com/watch?v=tK4MCXqqssQ

Reflections

The project’s three strongest takeaways include:

Understand the Socioeconomic Situation: Taking the socioeconomic information in concert with the man-on-the-street interviews performed, a fully developed picture of the area and its values can be formed. The primary and secondary data indicated a community that is hard-working and generally well received by Bowling Green’s citizens at large despite the misconception that the Caucasian people dislike Latinos. However, the body language observed in the interviews revealed as suspension and distrust of being ”questioned” by a stranger.

Combine Tradition and Modernity Through Mixed-Visuals: Intricate details are reprehensive of Latin design and traditional artisan crafts or folk art that utilize hand drawn elements and add a personal touch (Whiley, n.d..) The use of artisan details with bright colors allows for a traditional meets modern approach for the brand.

Understand User Pains and Gains Before the Production of Visuals: Creating an empathy map in the developmental stages of the brand helped set manageable goals for the brand that will speak to the greatest audience (Brown, 2018.) The empathy map created for the Little Mexico District highlights pressure points that need to be considered or combated such as job-security and the industrial style of the area.

Overall, the research conducted over the last two months will allow for a highly targeted and goal oriented brand design. The data collection and synthesis process have offered incredible insight into the Little Mexico District and how to communicate with the target audience. Moving forward, marketing communications can be refined for maximum impact.

References Aubitz, C. (Febuary, 2009) Branding Your Borough. Retrieved from: https://icma.org/sites/ default/files/1873_.pdf

Brooks, R. (August 17, 2016) The 10 Commandments of Branding a Community. Published on LinkedIn. Retrieved from: https://www.linkedin.com/pulse/10-commandments- branding-community-roger-brooks/

Brown, J. (June 27, 2018) Empathy Mapping: A Guide to Getting Inside a User’s Head. Retrieved from: https://www.uxbooth.com/articles/empathy-mapping-a-guide-to- getting-inside-a-users-head/

Gibbons, S. (January 14, 2018) Empathy Mapping: The First Step in Design Thinking. Retrieved from: https://www.nngroup.com/articles/empathy-mapping/

Reyes, C. (May, 2012) Hispanic Outreach in Bowling Green, KY: Defining the Needs of the Hispanic Community. Publisher: Western Kentucky University TopScholar. Retrieved from: https://digitalcommons.wku.edu/cgi/viewcontent.cgi?referer=https://www.google.com/ &httpsredir=1&article=1371&context=stu_hon_these

#mdmfa #mfa #media design #branding

Translating the static vision board into a dynamic vision board allow the cultural flavor of the brand to flourish. Multiple cutaways allow a diverse mix of ...

Translating the static vision board into a dynamic vision board allow the cultural flavor of the brand to flourish. Multiple cutaways allow a diverse mix of expressive scenes to be viewed in a short time period. The footage has bright family-friendly orange overlays mixed with moving Latin textile patterns allow the imagery to mix Latin tradition with modern family life.

This mixes the area's traditional values with a family-friendly and future focus. The elements utilize an elastic drop effect to represent the strum of a gutter string's vibrations. The music uses Latin percussion including maracas, guiros, and triangles married with contemporary upbeat Latin music to further perpetuate mixing traditional with modern.

Diegetic sound is used to enhance to family feel including sounds of cooking, eating and celebrating. Bright family-friendly colored overlays are paired with moving artisan textiles to communicate the brand’s future-forward and Latin folk-art features.

Further, the use of folk-art sugar skull motifs is used to highlight the colors and how the colors can be mixed and matched. Overall, the aesthetic and music qualities perpetuate a Latin-inspired family and future-focused community.

Little Mexico District Video Pitch

The Little Mexico District is a prime location for positive urban development and holds great potential for accelerated economic opportunity.

#full sail university #mdmfa #mfa

Month 7 Mastery Journal

Connecting/Synthesizing/Transforming

Taking the socioeconomic information in concert with the man-on-the-street interviews performed, a fully developed picture of the area and its values can be formed. The primary and secondary data indicated a community that is hard-working and generally well received by Bowling Green’s citizens at large despite the misconception that the Caucasian people dislike Latinos. However, the body language observed in the interviews revealed as suspension and distrust of being ”questioned” by a stranger.

The state of the infrastructure noted by the interviewees and low property values found on Zillow was taken into consideration with the all local interviewee’s dedication to work and significant wage-gap (Reyes, 2012) suggests a low-income, low-wage, and low-occupational opportunity area with a current lack of community services or local government involvement.

The primary research combined with the secondary research shows the current image of the Little Mexico District. Further, the research will aid in the development of the brand positioning (see figure 3) and will follow into the final brand identity (CEOs for Cities, 2006.) Each piece of data collected plays a role in determining the final outcome of the brand by defining the current state and planning for future goals based on the preferred life.

Fig.3 - CEOs for Cities - 2006

Problem Solving

The unique value proposition of minority-owned businesses and Latin culture aren’t promoted or celebrated internally or externally, leaving this area largely ignored.

In order to determine the problem noted in the statement above, a myriad of information including the 4 Ws listed below, buyer personas, and the socioeconomic data listed later in this paper must be reviewed and employed.

The 4 Ws

Where: The Little Mexico District

Who: Minority and Caucasian low and lower-middle income families account for the vast majority of people in the specific area.

What: Minority and locally owned businesses in a small community.

Why: While Bowling Green’s downtown has a marketing division, it does not extend into the Little Mexico District despite the proximity.

To determine the problem, the primary researched gained from man-on-the-street interviews conducted on Saturday, January 19, 2019 was combined with research gained from reviewing the Bowling Green Chamber of Commerce website and the Bowling Green Downtown District website. The man-on-the-street interviews indicated a large Latino population who takes pride in working hard and taking care of their families. An on-foot survey of the area showed many minority and locally owned businesses that employee many Latinos and many women. However, The Bowling Green Bowling Green Chamber of Commerce website and the Bowling Green Downtown District website do not promote nor mention the Little Mexico District. The lack of local participation in the Little Mexico District’s promotion and advocacy is the initial issue that leads to the final problem statement.

As the Little Mexico District is not currently branded under one uniform look and feel, the problem statement does not fit a current brand but instead informs the future branding that will unify the Latino and “live local" sentiment that will best fit the area. Further, the problem statement demonstrates points that need to be addressed in the design thinking stage including Latino representation. The problem statement, and therefore the brand, must focus on differentiation and address the community assets that distinguish the Little Mexico District from other communities (Brookes, 2016.) An example of utilizing the differentiation unique areas hold is the Slate Belt Region branding (see figure 1) for their four unique communities in an effort to unite them while maintaining the individuality of Bangor, Pen Argyl, Portland and Wind Gap (Imagevolution, n.d..) The final problem statement’s approach reflects the aspects of the community that already exists which will allow the branding for the Little Mexico District to harness the value of cultural economics while reflecting the current atmosphere in the area.

Innovative Thinking

As communities are not affected by direct competition in the same way that businesses are, the SWOT analysis created for the Little Mexico District must account for other types of issues specific to urban development such as the demographics of the residents, location, climate, and legislation (Shoenberger, 2018.) The incorporation of decades-old historical data is not a tactic usually found in a design brief. However, historical information revealed serious threats such as the possibility of eminent domain issues related to the Little Mexico District’s proximity to Western Kentucky University. Bowling Green, KY had a similarly small yet thriving African- American community called Jonesville that existed immediately south of the Little Mexico District from the 1860s to the 1950s (Patrick, n.d..) The once thriving ethnic community was reduced to a single maker to expand the university into the low-income area instead of the affluent downtown area. The possibility that the entire community could be destroyed must be addressed as a serious threat.

Acquiring Competencies

During this course, a great competency was acquired by learning and practicing the development of empathy maps.

Empathy map’s are most successful and beneficial when based on supporting data (Cao, 2018.) The empathy map created for the Little Mexico District is built on both primary and secondary research. The man-on-the-street interviews conducted in the Little Mexico District on Saturday, January 19, 2019 revealed that 100% of interviewees posses a high value on having a strong work ethic which is reflected foremost in the empathy map. Empathy maps can be used to provide insight into the user in a comprehensive way as opposed to providing a simple chronological or sequential view (Gibbons, 2018.) This comprehensive overview takes the information gained from the primary and the secondary research to generate a complete profile of the brand’s potential users in the Little Mexico District including lifestyle choices and personal values. Creating an empathy map in the developmental stages of the brand will help set manageable goals for the brand that will speak into the greatest audience (Brown, 2018.) The empathy map developed for the Little Mexico District can now be used to gives focus to each aspect of the brand by offering comprehensive insight to the thoughts and behaviors of the primary user. Additionally, the empathy map highlights pressure points that need to be considered or combated such as job-security and the industrial style of the area.

Reflection

This course focused on building a solid foundation for branding a community. The tools created through primary and secondary research such as empathy maps, SWOT analysis, and buyer persons will direct the design and lead to better design problem-solving. I look forward to implementing a strategy for my designs grounded in research.

References

Aubitz, C. (Febuary, 2009) Branding Your Borough. Retrieved from: https://icma.org/sites/ default/files/1873_.pdf

Brooks, R. (August 17, 2016) The 10 Commandments of Branding a Community. Published on LinkedIn. Retrieved from: https://www.linkedin.com/pulse/10-commandments- branding-community-roger-brooks/

Brown, J. (June 27, 2018) Empathy Mapping: A Guide to Getting Inside a User’s Head. Retrieved from: https://www.uxbooth.com/articles/empathy-mapping-a-guide-to- getting-inside-a-users-head/

Cao, J. (June 15, 2018) The Practical Guide to Empathy Maps: 10-Minute User Personas.

Retrieved from: https://www.uxpin.com/studio/blog/the-practical-guide-to-empathy- maps-creating-a-10-minute-persona/

Cetawayo, A. (March 12, 2006) Vida en Little Mexico. Publisher: Bowling Green Daily News. Retreved from: https://www.bgdailynews.com/news/vida-en-little-mexico/article_799ffdf1-4184-5e74-ae12-e639cb2029d7.html

CEOs for Cities (March, 2006) Branding Your City. Retrieved from: http://www.milfordohio.org/Branding-Your-City.pdf

Gibbons, S. (January 14, 2018) Empathy Mapping: The First Step in Design Thinking. Retrieved from: https://www.nngroup.com/articles/empathy-mapping/

Gordon, L. (March 23, 2012) Amsterdam SWOT Analysis. Retrieved from: https://blog.euromonitor.com/amsterdam-swot-analysis/ Imagevolution (n.d.) Slat Branding Project. Retrieved from https://imagevolution.com/slate-belt-branding- project/

Patrick, A. (n.d.) “Jonesville,” ExploreKYHistory. Retrieved from: https://explorekyhistory.ky.gov/items/show/819.

Reyes, C. (May, 2012) Hispanic Outreach in Bowling Green, KY: Defining the Needs of the Hispanic Community. Publisher: Western Kentucky University

TopScholar. Retreivedfrom: https://digitalcommons.wku.edu/cgi/viewcontent.cgi?referer=https://www.google.com/ &httpsredir=1&article=1371&context=stu_hon_these

United States Census Bureau (2010) Hispanic or Latino by Type: 2010 Census Summary File 1.Retrieved from:https://factfinder.census.gov/faces/tableservices/jsf/pages/ productview.xhtml?src=CF

United States Census Bureau (2013) 2013-2017 American Community Survey 5-Year Estimates. Retrieved from: https://factfinder.census.gov/faces/tableservices/jsf/ pages/productview.xhtml?src=CF

Unsplash (n.d.) No Attribution Photography. Retrieved from: https://unsplash.com/

Useful Community Development (n.d.) Retrieved from: https://www.useful-community- development.org/SWOT-analysis.html

Zillow (December, 2018) Bowling Green Home Prices & Values. Retrieved from: https://www.zillow.com/bowling-green-ky/home-values/

Mastery Journal Process and Reflection

Included: • Message & Motion • Connecting, Synthesizing, & Transforming • Problem Solving • Innovative Thinking • Acquiring Competencies • Reflection

Reykjavik, Iceland is a city of extremes with epic adventures, amazing natural phenomenon, and an eclectic modern culture. Creating an animated environment will give the audience a superior visual and audio perspective of the magnificence found through exploring the natural wonders of Reykjavik (Blazer, 2015.) Using motion will also allow for addition scenery experiences including audio to further communicate the tone of the board and highlight specific visuals with sound effects.

During this course, the proposed motion graphics focus on the incredible natural beauty that attracts 79.7% of visitors to Iceland (Óladóttir, 2012.) With natural beauty attracting more visitors than any other category, the need to focus on natural beauty is critical as 94% of visitors to Iceland choose to stay in Reykjavik for some or all of their stay (Óladóttir, 2012.) Taking these statics into consideration with the culture of the city and the target (audience address in later sections of this article) sets the focus for the motion graphic.

Message & Motion Connecting, Synthesizing, & Transforming

Through the development of the static vision board in month three and five, the target audience was defined and could be utilized in the development of motion media. The Icelandic Tourism Board’s Summer and Winter surveys showed that swimming/ warm spring baths, museums/ exhibition, sightseeing tours, and whale-watching tours were the most popular activities among international visitors (Óladóttir, 2012.) To translate the static voice, tone, and design, Blazer’s ‘Visual Laws’ principle was combined with the data from Óladóttir’s study to define all visual aspects of the motion graphic. Each graphic, motion style, and text usage has been styled to enhance the epic and extreme narrative that represents Reykjavik.

The goal of the Reykjavik motion graphics is to express through motion the epic scenic views and epic adventures communicated in the Reykjavik vision board. Using motion will allow the vision board to better demonstrate the action and magnificence found through exploring the natural wonders of Reykjavik. Translating the vision board to video will also allow for addition scenery experiences including audio to further communicate the tone of the board and highlight specific visuals with sound effects.

Problem Solving

Blazer warns that using too many colors can distract viewers when using motion graphics because the viewer has a limited amount of time to absorb the visual information. The alleviate this burden, Blazer suggests using a limited color palette.

The originally approved color palette from month 5:

The approved color palette included several varieties of blue and a vibrant orange. Using the full range of colors in such a short and precise motion graphic could create the visual confusion Blazer warn against resulting the need for a reduced color palette.

To achieve the limited palette, a color script was developed using the on the storyboard of the motion graphic to determine when and where color was needed. The primary color selected for use was blue in ordered to connect with the 71.7% of Icelandic visitors that select to visit Iceland because of the typically icy nature, scenery, and landscape. Additionally, swimming/ warm spring baths, sightseeing tours, and whale-watching tours were the most popular activities among international visitors (Óladóttir, 2012.)

The proposed reduced color palette:

In the proposed color script with the reduced palette, color was only used when it aesthetically enhanced the visuals. All superfluous use of color was eliminated. Further, using white as the primary background color during most animation effects also helps ease the burden. Additionally, the video footage also uses an emphasis on blues. Using the principle allows for a greater focus on each section of the motion graphic using color to grab and hold attention.

Innovative Thinking

Transitions are used to connect multiple assets and videos together to great a linear video project. According to Biteable, there are several types of standard transitions used to edit shots together.

Common Video Transition Styles: • Fade In/Out • Dissolves • Wipes • Zoom • Creative Transitions (Puzzles, etc.) (Bitable, n.d.)

Further, the Affluent Adventurer is looking for an exciting distinctive experience is the central reason for utilizing the extreme visual hierarchy was utilized to create emphases. The word ‘epic’ dominates the white artboard and cannot be ignored by the viewer creating an intense experience that mirrors the intense tone.

Example from the motion graphic:

Acquiring Competencies

Reflection

The experience of working independently on a motion project and working with a team to collaborate on a multi-week video project was very beneficial. Each experience offered unique benefits. The independent motion project allowed for constant exploration and adaption of ideas. The group project offered other benefits including many diverse ideas and the ability to delegate tasks to ease the overall burden.

Looking forward, the knowledge gained from research this month indicates that video and motion must be utilized to enhance viewership and captivate an online audience. In future campaign plans, motion and video will be a central proposal to promote locations, products, and serves online.

References

Bitable (n.d.) Video transitions effects & examples. Retrieved from https://biteable.com/blog/tips/video-transitions-effects-examples/

Blazer, L. (November 19, 2015) Animated Storytelling: Simple Steps For Creating Animation and Motion Graphics. Publisher: Peachpit Press. Retrieved from https://ce.safaribooksonline.com/9780134133812/ ch05lev1sec1_html#X2ludGVybmFsX0h0bWxWaWV3P3htbGlkPTk3ODAxMzQxMzM4MTIlMkZja DA2X2h0bWwmcXVlcnk9

Bondarev, N. (March 31, 2017) Iceland from above with Dji Mavic pro. Retrieved from https://www.youtube.com/watch?v=aaRRun-8O2U

Drew, A. (September 13, 2018) Iceland Cinematic Film | Canon M50. Retrieved from https://www.youtube.com/watch?v=r-9xPQrSZVE

Epperson, J. (October 17, 2013) Design and Innovation: Everything You Need to Know: Brand & Experience. Retrieved from https://www.prophet.com/2013/10/innovation-is-design-and-design-is-innovation/

Hospers, G. (January, 2011) City Branding and the Tourist Gaze. Retrieved from https://www.researchgate.net/publication/304638924_City_Branding_and_the_Tourist_Gaze

Jetson, A. (September 13, 2018) Internet Friends. Retrieved from http://freemusicarchive.org/music/Andre_Jetson/~/Andre_Jetson_-_Internet_Friends

Madera Outdoor Co. (March 9, 2018) Ice Climbing Hyalite Canyon Drone Footy. Retrieved from https://www.youtube.com/watch?v=80ekh8El0nw

Pollokoff, A. (December 7, 2017) Motion Graphics and the Art of the Abstract. Retrieved from https://killerinfographics.com/blog/motion-graphics-art-abstract.html

Háskólinn í Reykjavík - Reykjavik University (December 12, 2017) Study at Reykjavik University. Retrieved From https://www.youtube.com/watch?v=iZ1No...

Reeder, K. (April, 2005) Using Storyboarding Techniques to Identify Design Opportunities. Retrieved from: http://web.a.ebscohost.com.oclc.fullsail.edu:81/ehost/pdfviewer/pdfviewer?vid=1&sid=3b306237-2357-4d8c-b285-6b86ccb2a6ff%40sessionmgr4007

Sebastian. (January 22, 2011) Click2 Sound, Retrieved From http://soundbible.com/1705-Click2.html

Sojern (July 26, 2018) Global Travel Insights. Retrieved from: https://www.sojern.com/press-release/sojern-data-shows-desktop-travel-search-remains-dominant/

The Boston Consulting Group (2013). Northern Sights: The future of tourism in Iceland. Retrieved from: http://www.icelandictourism.is/servlet/file/store36/item699669/version1/report%20from%20bcg%20on%20the%20future%20of%20tourism%20in%20iceland.pdf

This is a GIF I created to practice making cinemagraphs.

#fullsail #cinemagraph

This is a GIF I created to practice making cinemagraphs. This is a GIF I created to practice the medium.

This is a GIF I created to further practice the medium. It was pretty straightforward with two fox layers and two snow layers.

#fullsail

Design agency Pentagram has used a simple grid of squares to create the new visual identity for the Massachusetts Institute of Technology (MIT)'s research centre. Pentagram…

Inspiration Post

As I move into the development of my motion graphic, Pentagram’s MIT Lab logo video is a huge inspiration on bringing a logo to life.

References

417 Marketing (November 25, 2013) Simple Web Design: Why It Works. Retrieved from: https://www.417marketing.com/simple-web-design-why-it-works/

Labay, B. (August 31, 2016) - Last updated: July 6, 2018) Which Visual Cues Work Best To Drive Attention? [Original Research]. Retrieved from: https://conversionxl.com/research-study/visual-cue-study/

Lim, W. (June 18, 2012) A Beginner’s Guide to Wireframing. Retrieved from: https://webdesign.tutsplus.com/articles/a-beginners-guide-to-wireframing--webdesign-7399

Sherwin, K. (April 27, 2014) Beware Horizontal Scrolling and Mimicking Swipe on Desktop. Retrieved from: https://www.nngroup.com/articles/horizontal-scrolling/

Sojern (July 26, 2018) Global Travel Insights. Retrieved from: https://www.sojern.com/press-release/sojern-data-shows-desktop-travel-search-remains-dominant/

Tran, M. (n.d.) Free vector Macbook, Ipad, and Iphone SVG Resource. Retrieved from: https://www.sketchappsources.com/svg-resource/711-free-vector-macbook-ipad-iphone-svg-freebie.html

Tuch, A., Presslaber, E., St¨ocklin, M., Opwis, K., Bargas-Avila, J. (2012) The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments. Retrieved from: https://storage.googleapis.com/pub-tools-public-publication-data/pdf/38315.pdf

#fullsailuniversity #fullsail #media design #graphic design #web design #branding #mdmfa #mfa

5.4.1 Week 4 Mastery Reflection

By: Kara Williams Glenn

For the world’s smallest capital, Reykjavik, Iceland is a city of extremes with epic adventures, amazing natural phenomenon, and an eclectic modern culture. The current tourism branding focuses on the swans that live near the Visitor’s Bureau. The proposed rebrand in the project focuses on the incredible natural beauty that attracts 79.7% of visitors to Iceland (Óladóttir, 2012.) With natural beauty attracting more visitors than any other category, the need to focus on natural beauty is critical as 94% of visitors to Iceland choose to stay in Reykjavik for some or all of their stay (Óladóttir, 2012.) Taking these statics into consideration with the culture of the city and the target (audience address in later sections of this article) sets the focus for the brand.

With the high concentration on natural beauty, the Tourist Gaze theory has been utilized. The tourist Gaze theory was developed by sociologist, John Urry (Dinnie, 2013.) Urry contends that visitors travel to have a visual experience they cannot achieve normally. These visual could be man-made or natural.

Project goals:

• Attract new visitors

• Increase visitor’s length of stay

• Increase visitor’s spending during stay

• Increase location memorability after stay to improve repeat visitors

To meet the project goals, the target audience must be defined and their motivations must be understood. Reykjavik is an attractive location for Affluent Adventurers seeking distinctive experiences (The Boston Group, 2013.) According to The Boston Consulting Group’s 2013 report: Northern Sights: The future of tourism in Iceland, Affluent Adventurers are seeking adventure, are 18-59, middle class or above, and are from mature markets in North America or Europe. Affluent Adventurers can afford to travel to Iceland, enjoy the existing expensive activities and typically spend around 40% more than mass tourists (The Boston Consulting Group, 2013.) The Affluent Adventurer is looking for an exciting distinctive experience and is willing to pay extra to have what they perceive is added value. Focusing on psychographic information will allow Reykjavik to draw this target audience through coordinating voice, tone, and design to the target's lifestyle.

To establish the lifestyle traits that will define the voice, tone, and design, the motivations of the visitor must be understood. The Icelandic Tourism Board's Summer and Winter surveys showed that swimming/ warm spring baths, museums/ exhibition, sightseeing tours, and whale-watching tours were the most popular activities among international visitors (Óladóttir, 2012.)

To bring the voice and tone of the brand into fruition, the Filbert Table method was utilized. Gilbert suggests using a three pillars method to establishing the core of the brand's tone and voice through example writing.

Reykjavik sample using Gilbert's principles and table:

As the copy was written, the culture of current residents was taken into consideration. The city branding must reflect what visitors want to experience and the culture they will encounter. Dinnie warns that if current residents feel disenchanted, it could foster negative results and resentment towards visitors.

Problem Solving in the Development of the Brand’s Website

Desktop presentation remains vitally important to tourism for planning travel activities, yet mobile presentation possesses a significant number of growing users. Currently, 72% of North Americans use desktop presentation for travel planning, however, 53% of Europeans are currently planning travel on mobile devices (Sojern, 2018.) A fully responsive site will meet each user’s needs no matter the presentation.

The Reykjavik wireframe needed to be designed to be easily collapsible for a fully responsive outcome. Smashing Magazine recommends designing the site to respond to the user’s behavior and environment. Using this concept, the Reykjavik wireframes were designed in fluid grids and columns that could be easily collapsed or expanded depending on the screen size and orientation of the user’s device. This method will increase scroll length but will protect the readability of the content.

Synthesizing the Research for Enhanced User Experience and Usability

The wireframes have been designed using the prototypical design method including top navigation, vertical scroll and easy to understand vertically stacked information with clear headers. 417 Marketing noted that Prototypical Design allows users to “instinctively know what you’re looking at, how to navigate your way through it, and what you can expect as you start clicking, you have a positive reaction.” Additionally, a research study conducted by Tuch, A., Presslaber, E., St¨ocklin, M., Opwis, K., Bargas-Avila, J. revealed that complexly designed websites are perceived as less beautiful than websites with a simpler design, reflecting that websites with high Prototypicality are perceived as being more beautiful than websites of low Prototypicality. Further, author Steve Krug asserts that websites should be instantly understandable. The understandability of a website is paramount in functionality and copywriting.

Merging prototypical design with Krug’s Principle will enhance user experience to the website as a utility. The merger will increase the ability to create easy to use responsive designs that can maintain the aesthetic and visual hierarchy while reaching the target audience on desktop or mobile platforms. For example, top navigation paired with easy to understand page title was utilized to increase user understandability.

Innovative Thinking in Site Development

As seen in image A.2, typical contemporary homepage development above the fold in the ‘hero section’ is rectilinear. To break from common practice, a dramatic visual cue was created that helped users experience the page and reflected the core of the brand. The wireframe’s banner section of each page utilizes an arrow as a cue to look down at the content and help the user expect to scroll vertically. This use is supported by Ben Labay’s research study on visual cues. His research noted “Designers and conversion optimization people use visual cues to attempt to guide users in particular direction on a web page. Maybe you want a user to continue scroll, or to look at a value proposition, so you add a visual cue to subtly guide them there.” Additionally, the extreme point is indicative of the extremes utilized in the branding that appeals to Affluent Adventurers.

Image A.2

Acquiring Competencies

The project has provided a plethora of new insights. Three concepts have enhanced the impact of the design and generated long-term competencies:

ONE Concept: Prototypicality Result: Scroll Direction Choice in Web Development

After reading and attempting to understand the principle of Prototypicality, the wireframes were optimized for primarily vertical scrolling while taking into consideration the potential frustrations of over scrolling. Expand to see more functionality was added to allow the user to scroll past sections or opt to view more detail. While horizontal scrolling adds visual interest, the decision to refrain from horizontal scrolling was made to help users navigate the site in an expected way and avoid missed cues for horizontal scrolling option (Sherwin, 2014.)

Combine the knowledge gains from Synthesizing the principles of Prototypicality with Krug’s Principle to make understandability paramount has led to a more thoughtful understanding of web usability that can be utilized in later projects.

TWO Concept: Subtraction Result: Highly Refined Vision Board

The vision board for the project has been revised multiple times over several months. Nik Mahon’s book, Basics Advertising 02: Art Direction, inspired the use of subtraction utilized in the final vision board. Mahon suggested looking at what can be omitted in visuals or content to reduce busyness and attract attention to the important elements of the image.

THREE Concept: Don't Make Me Think Result: Better Copywriting for Buttons

The buttons featured in the wireframes have been used to highlight several clickable calls-ot-action. Krug recommended avoiding cute or clever button CTAs and focus on understandability. This resulted in buttons with CTA’s such as ‘Book Now’ and ‘Expand to See More.’ This principle was combined with author, Nick Babich’s recommendation to “Make buttons look like buttons: When it comes to interacting with the user interface, users need to know instantly what is ‘clickable’ and what’s not.” The combination resulted in optimal user experience that can be utilized in many web projects in the future.

References

417 Marketing (November 25, 2013) Simple Web Design: Why It Works. Retrieved from: https://www.417marketing.com/simple-web-design-why-it-works/

Babich, N. (2018) 7 Basic Rules for Button Design. Retrieved from: https://uxplanet.org/7-basic-rules-for-button-design-63dcdf5676b4

Dinnie, K. (May 13, 2011) City Branding. Retrieved from: https://epdf.tips/city-branding-theory-and-cases.html

Gilbert, K. (n.d.) A simple tool to guide tone of voice. Retrieved from: https://gathercontent.com/blog/a-simple-tool-to-guide-tone-of-voice

Labay, B. (August 31, 2016 - Last updated: July 6, 2018) Which Visual Cues Work Best To Drive Attention? [Original Research]. Retrieved from: https://conversionxl.com/research-study/visual-cue-study/

Mahon, N. (June 1, 2010) Basics Advertising 02: Art Direction. Publisher: AVA Publishing. Retrieved from:

https://ce.safaribooksonline.com/book/graphic-design/9782940439447

Óladóttir, O. (2012) tourism in Iceland in figures. Retrieved from: https://www.ferdamalastofa.is/static/files/upload/files/

Sherwin, K. (April 27, 2014) Beware Horizontal Scrolling and Mimicking Swipe on Desktop. Retrieved from: https://www.nngroup.com/articles/horizontal-scrolling/

Sojern (July 26, 2018) Global Travel Insights. Retrieved from: https://www.sojern.com/press-release/sojern-data-shows-desktop-travel-search-remains-dominant/

Tran, M. (n.d.) Free vector Macbook, Ipad, and Iphone SVG Resource. Retrieved from: https://www.sketchappsources.com/svg-resource/711-free-vector-macbook-ipad-iphone-svg-freebie.html

Website Builder Expert (July 17, 2018) 5 Awesome Home Page Design Layouts You Can Copy Today. Retrieved from: https://www.websitebuilderexpert.com/designing-websites/awesome-home-page-design-layouts/

#full sail university #media design #mfa #mdmfa

Research Rabbithole

Keith Dinnie’s book, City Branding, has offered excellent information that has been extremely relevant to my course project work this month. I highly suggest reading the section on the Tourist Gaze theory.

Check it out: https://epdf.tips/city-branding-theory-and-cases.html

Photo credit: me!

Research Rabbithole

During my course research this month, I stumbled over a journal called The role of visual complexity and prototypicality regarding first impression of websites: Working towards understanding aesthetic judgments. It has been extremely insightful and has encouraged me to consider how I develop for the web.

Check it out here: https://storage.googleapis.com/pub-tools-public-publication-data/pdf/38315.pdf

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