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Mastery Reflection: Measuring Design Effectiveness

After ten weeks of designing and developing the Reykjavik rebranding with a new logo, a video promo and a mobile travel app, Measuring Design Effectiveness was an opportunity to see how well the design of video was received by the target audience through the use of a questionnaire. The specific target audience that the Reykjavik project was aimed at was working professionals that are in a committed relationship that enjoys spending quality time with their significant others in the great outdoors. The following is the results of the questionnaire:

Respondents elaborate on Q02: - "I have seen clips leading up to it's final cut."

- "Reinforcement of thought."

- "Because I found it fun to watch"

Respondents elaborate on Q04: - "The videos show what the geographic looks like, it shows things you could see when visiting, and activities you could experience on your visit."

- "Maybe this needs to be a video clip to lead the viewer to a web site with more tourism info. it is a great video theres just not enough information to have it be a stand alone piece."

- "A little more time on each image would be better"

- "Great imagery, but not sure why they are relevant to communication here."

- "Saw that it was in Iceland, but not where"

Developing the questionnaire that focused specifically on the design aspects of the Reykjavik video proved challenging because of the limitations of using the free version of surveymonkey.com, which only allowed 10 questions. Being able to ask questions about the respondent’s demographic would have helped to know who was taking the questionnaire and would have provided more quantitative data. Additionally, having questionnaires done at the beginning and throughout the design process would have been more of a benefit as I would have received feedback beside from the professor and my peers. Having just the questionnaire at the end didn’t quite have the impact it should have, even though the learning process was invaluable. Many of the mistakes that was made throughout the process could have been avoided if questionnaires had been a part of the process during the ten weeks. Alas, I mill keep moving forward.

#full sail university #mdm640 #measuring design effectiveness #september2018 #questionnaires #reykjavik iceland

MDM640 Reflection

Examples from this course included in previous posts below.

10.2.1 | WK 1-2 | Exigent & EBF | Logo

We sally forth from the last course at full speed. Building upon the research and strategy we created... I begin to visually express the company and it’s brand. I really enjoyed exploring the fun and fantasy genre inspired concept directions. I always enjoy sketching and refining the ideas into a solid logo. I also elected to do a game logo as well. I figured what’s a gaming company without a game. So I created Epic Boss Fight. What a great time I had with this. We also used a survey system to strengthen, expand and focus in on which designs worked best for the project.

10.4.1 | WK 3-4 | Exigent & EBF | Assets

In the third and fourth weeks, we were to create the brand assets that best suited the rebrand and launch RFP. I worked on pushing the idea of brand differentiation by doing the unexpected ... I went with minimalism and white versus the chaos and black design that most game companies run with. It really stands out from the crowd here and the shapes created by the dragon are sharp, bold and invoke a sense of movement. Surveys played crucial to our work in these two weeks as well. Driving us to be better and on target.

Course Highlights

1. Blowing out the brand

Not only did I have a blast creating the logo for a gaming company but it just got better when I got to blow the brand out. From the CI (which was one of my favorite of my career) to the ads and storefront. The surveys focused and tuned me into the direction the advertising should go in. From the offline billboards to the ad placements on a trade website... the surveys told me these were the best vehicles for the marketplace.

2. Working on a game project

Woot... not only a game company but a game to boot. A tad more work but man ... it didn't feel like it. It was fun, inspiring and stretched my creative legs a bit more than usual. I really wanted to contrast my typical design style which is the one I used for Exigent by doing an all illustration heavy concept for EBF. I got so into EBF that I have been inspired to actually create the game ( my kids really drove the idea home when they saw the work). It will take a bit of work but it is worth it... working on the card game system mechanics at the moment.

3. Stay on target and go beyond using surveys

I always looked at focus groups and the like as a watering down of the designer’s concepts and a marketing person’s scapegoat. I was influenced by designers like Massimo Vignelli, who I got to see speak. He said “that people don’t know what they really want... we need to help them and believed focus groups were impediments to game changing design”. I have learned to be a bit more open to these concepts this course and continue to grow. Although I believe pushing design past the mundane truly delivers a job well done and a stronger brand.

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MDM640 | WK4 | Exigent | Brand Storefront

This is the storefront design concept for Exigent. Wanted to push the action a bit further with the idea of it is a spike, wing or is it fire... all good. The simplicity of the logo mark dragon playing out nicely.

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MDM640 | WK4 | Exigent | Billboard | Teaser

Here is another form of the launch advertising for Exigent. This is the teaser version of the billboard.

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MDM640 | WK4 | Exigent | Web Ad

Here is the reveal web ad on IGN for Exigent.

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MDM640 | WK4 | Exigent | CI

This is the CI for Exigent. The business cards are screen printed semi-translucent plastic to echo the scale of the dragon concept. The second side of the stationary has scales.

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