Jan 30, 2018
Mastery Journey Timeline: Final Project
This post does not include the Clubs & Organizations, Companies & Heros, & Full Sail Clubs & Organization Slides that were included in my presentation.
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Mastery Journey Timeline: Final Project
This post does not include the Clubs & Organizations, Companies & Heros, & Full Sail Clubs & Organization Slides that were included in my presentation.
Measuring Design Effectiveness: Reflection
The Measuring Design Effectiveness course has proved the importance of testing the success of design solutions. Prior to this course, I had never realized the option nor importance of conducting questionnaires and surveys.
This course provided the opportunity to receive insight in a way that was much different than the insight received in prior courses. In prior courses, the primary source of receiving insight for our design solutions consisted of a series of instructor and peer feedback and suggestions. This course, however, presented the opportunity for each media designer to actively create a means of testing design success in a fashion that might actually be utilized within the actual industry: through conducting a survey.
The design solutions that I chose to move forth with for this course were the advertisements created for Loggerhead Cove. By conducting the survey, it was revealed that although the colors, fonts, and copywriting were appealing, the overall effectiveness of the advertisements could be stronger and more convincing. This was proved by the number of responses that were received in relation to the call to action and the eagerness to attend the event.
The images above support the analysis results that suggest the call to action and overall effectiveness of the advertisements could be stronger and more convincing.
Connecting, Synthesizing, and Transforming:
This course relied on a number of resources that dissected various methods of testing design success. Utilizing these resources was a pivotal aspect of creating surveys that were not only user friendly, but also relevant when it came to extracting vital information about the effectiveness of the project. Both the creation of the questionnaire and the construction of the research paper presented a number of connections that were made in order to transform and elevate these advertisements to professional levels. During this course, I used a lot of research material from the resources that were used in prior courses. For example, a strong connection that aided in the synthesis and transformation of this project was last month’s research paper on inspiration and what it means to the designer. The idea of taking already created concepts and reinterpreting them or presenting them in new ways was the driving force behind creating the final design solutions for these advertisements.
Problem Solving:
In this course, many of my problem solving solutions came through writing the research paper. Intended to evaluate the questionnaire process, the research paper provided a detailed analysis of the responses that were received. The research paper also required that I address the areas in which my design solutions were less effective. For example, after receiving results that suggested that the call to action could be stronger, I provided a revised solution that would encourage more of the audience to be eager to participate. As highlighted in my research paper, creating a stronger call to action and making more people want to attend the event could be achieved by actually connecting the target audience members to the event and visually painting a picture of the effect that their participation would have on sea turtle relief efforts. Because the advertisement’s call to action connected the headlining bands to sea turtles (and the event overall), the advertisements did not tug on the emotional heartstrings of many of the target audience members. For this reason, less people felt convinced and inclined to participate.
Another means of problem solving came through creating the questionnaires. I truly took the advice received from the professor and stayed away from demographic questions. Demographic questions would prove nothing about the effectiveness of my project. Therefore, I solved the problem of extracting as much relevant feedback as possible by constructing questions that would force the respondent to address specific elements of the advertisements. In doing so, I also used the sources in order to construct a variation of questions. This actually introduces innovative thinking and acquiring competencies.
Innovative Thinking & Acquiring Competencies:
When it came to innovative thinking, I went out of my way to make my questionnaire innovative and effective. From “Creative Research,” I learned that different questions help solicit different types of responses. For example, while closed questions help solicit factual information, attitude questions solicit a respondents’ opinions towards particular situations (Collins, 2010). I studied these question variations and constructed similar questions when creating my own questionnaire. This not only presented an innovative questionnaire, but it also allowed for responses that were relevant and directly addressed the effectiveness of my design solutions. Additionally, my questionnaire was engaging and included all types of questions and option choices.
The advertisements that I created for Loggerhead Cove were innovative as well. They took a commonly known concept of “talking trash” and connected it to ocean pollution. These ads took the alternative style of indie-rock bands and related them to sea turtle relief efforts.
One of the major innovations and acquired competencies was creating advertisements that were actually representative of ads that would be placed in a magazine. This is because the initial creation of these ads looked too much like posters. Therefore, I had to research, revise, innovate, and elevate the advertisements in order to make them more indicative of the magazine advertisements that I intended them to be. I did so by including a description and a call to action.
This image was created as a mockup and is intended to display the final design solution digitally in action.
As highlighted in “Design Management,” creating effective and innovative design solutions involves more than merely making something new; Instead, it requires the development of concepts and strategies that are better (Best, 2016). This course has fully allowed me to internalize this concept. Besides, this also supports the argument that I included in last month’s inspiration research paper: designers don’t always create new things, instead, they take previously created design solutions and find new ways to interpret and present them.
As I continue to move forward as a media designer, I plan to constantly revisit the concept of the questionnaire in order to test the effectiveness of my design solutions. I found the resources on measuring design success to be extremely beneficial and will often reference them throughout my career.
- References (below): -
Multi-Platform Delivery Reflection
During the Multi-Platform Delivery course, I set out to enhance the brand characteristics of my fictional sea turtle charity event, Loggerhead Cove. One of the first things that I wanted to do, was to create a series of advertisements. The idea for these advertisements was sparked from a desire to make a powerful statement through my use of copywriting. Because sea turtles are often negatively affected by the abundance of ocean pollution, I wanted to experiment with the topic of “talking trash.”
I chose three variations of advertisements for this project. “I Talk Trash...It Saves Lives,” “We Talk Trash...It Saves Lives,” and “Let’s Talk Trash...It Saves Lives.” This decision was multifaceted. On the one hand, the idea of “talking trash” is presented as a pun and references the importance of addressing the issue of ocean pollution. On the other, utilizing the different introductions (I/We/Let’s talk trash) was intended to be all inclusive. For the targeted audience, this choice was a representation of any and everyone associated with the event. It represented the headlining bands included, those behind the orchestration of the event, and anyone supportive of sea turtle relief efforts. It also aids in helping the viewer see themselves as a part of the change that is needed.
Initially, I felt as if the words were so strong, that they should stand alone. The following images are of my first revision.
In designing these advertisements, I chose to highlight various bands in order to not only symbolize the headlining bands performing, but to also contribute to the alternative vibe that I wanted to convey with the copywriting and font choices.
I utilized the color scheme of the brand by overlaying the images with an opaque color selected from my mood board color palette. The use of the “Rockout” font heavily contributes to the alternative mood that the copy is intended to convey as well.
Upon receiving feedback for this round of revisions, it was suggested that I incorporate some type of informational blurb that explained the subject matter of the event, the importance of helping sea turtles, and how this event (and headlining bands) are significant. I was told that these looked a bit too much like posters, and didn’t necessarily come off as the type of advertisements that I intended for them to be. It was also suggested that I adjust the position of the logo and add a call to action.
In order to solve these design problems, I set out to create advertisements that were more functional. So in my next revision, I included a section at the bottom of the image that explained the subject matter and the event relevance. It also includes a strong call to action by encouraging viewers to take the pledge at the website. Additionally, I placed the brand logo at the bottom of the advertisement. The following images are of the final revisions.
My next goal in enhancing the brand characteristics for Loggerhead Cove was to address the promotional video that I had initially created. When I first created a promotional video, I had little knowledge of using Adobe Premiere Pro. My first revision was also intended to be indicative of the original Sip and Paint event that I had created with this event. The brand, the message, and its characteristics were not cohesive. On a design level, the video also wasn’t an accurate depiction of professional skill. The text and information was a bit too fast, the message was unclear, and it lacked a call to action.
In order to solve this design problem, I set out to make the promotional video as representative of the brand as possible. At the same time, I wanted to highlight the headlining bands, but also illuminate the importance of the subject matter: sea turtles. I chose to utilize the relevant colors included in the mood board as backdrop images and the saturation choices. I also chose images and videos of bands and sea turtles that seemed relevant to the brand. I slowed the text down and eliminated the areas where the information was too wordy. I also added a few effects in order to enhance the quality and visual appearance of the video. With this revision, one of the most important things that elevated this promotional video to a professional level was the inclusion of the new, effective logo and a call to action. The final video is below.
Connecting, Synthesizing, & Transforming:
During this course, I utilized prior resource material provided in past courses. For example, one of research papers involved an in depth look at inspiration for the media designer. In the process of researching and gathering information for this project, two things were further reiterated: the often non-linear design process, and the notion that designers merely receive information already presented, and reinterpret and innovate it. For this paper, I used inspiration from Margo Chase’s Creative Inspirations interview on Lynda. Writing this paper helped set my plan for this course in motion. Through utilizing past resources, I was able to grasp a deeper understanding of the media designer and his or her duty to their clients. In doing so, I set out to transform my design solutions in order to elevate them to professional levels. One of the main ways I needed to achieve this was by revising my projects so that they could be more cohesive. I wanted to have my entire branding consistent and effective.
Problem Solving:
Aside from taking inspiration and innovating it, the problem solving needed in this course was in relation to my fictional charity event, Loggerhead Cove. In my prior course, I had changed the name and event type. I made this decision in order to make it easier to have a cohesive and effective brand. Before, the idea of a sip and paint was not only translating well through my design solutions, but it also took away from the bands and subject matter. Therefore, in eliminating this aspect, I was able to focus solely on the sea turtles, and how this event intends to benefit them.
While in this course, I solved the problems of coherency, clarity, effectiveness, including a strong call to action, illuminating the cause, and having a fluid brand. Not only were my design solutions indicative of my mood board, but they also effectively representing the Loggerhead Cove brand overall.
I solved problems with my advertisements and took them from mere posters to effective functional ads. I also solved problems within my promotional video and took it from being inconsistent to a strong representation of my event and brand overall.
Innovative Thinking:
The research paper sparked my desire to further my innovative thinking. During this course, I wanted to take this innovative thinking to another level. In prior courses, I had chosen to create strong branding characteristics through my use of copywriting within my advertisements. Specifically, I exhibited innovation by taking the idea of “talking trash,” relating it to my brand characteristic of the “alternative style,” and using it to promote the idea of eliminating ocean pollution.
Acquiring Competencies:
This course has been one of the strongest for me. Although it was a course in which I wasn’t given any new assignments, the process is one that I will carry with me throughout my entire design career. I have acquired competencies through maintaining the diligence and passion to get to know the software. At times, I had to put in hours outside of the classroom in order to teach myself how to bring the visions I had to life. I also learned not to be afraid to fail. Most importantly, I learned the value of reiterating my work. This is one of the things I initially feared when starting this program. In life, at times, I may have been too sensitive and taken feedback personally. In this course, and this program overall, I have amazed myself at my abilities to receive and incorporate feedback. This is one quality that all designers must possess. Being that I will be creating solutions for clients, I have to be able to absorb feedback at all times. Not only that, but I must also be able to apply it.
This course has taught me the value of continuously reiterating my work. I have truly learned that the design process is often nonlinear. As I receive feedback and new inspirations, it is always possible to revisit design solutions and try out new things. This is particularly important to realize as Media designers who aspire to work within the professional media and design industry. This course has given me a first-hand look at what it might be like to work one on one with potential clients. It’s also given me the courage to not be afraid to fail, to see successes as failures, and to constantly search for new answers.
As I continue on my journey as a media designer, I will continue to be brave in my pursuits. I plan to increase my knowledge of the software and tools that have been presented, but I also plan to constantly revisit some of my design solutions in times where I may have been re-inspired.
I see the value in designers like Margo Chase and her Chase Design Group. I appreciate their insight, their design process, and their diligence to pass the torch and keep the exciting world in which right and wrong answers cease to exist alive.
References:
Chase, M. (2008, September 04). Creative Inspirations: Margo Chase, Graphic Designer. Retrieved from https://www.lynda.com/Typography-tutorials/margochasegraphicdesigner/685-2.html
Design Integration Reflection
The Design Integration course has definitely been a treat. For the first time throughout my mastery journey, I have been able to focus solely on elevating my work to professional levels.
At the beginning of the course, I mapped out the exact projects that I would revisit and revise. During this course, I chose to revise the charitable sea turtle event that I had created. I chose this because this is the last project that I had completed, and it was still fresh in my mind. I still had a grasp on exactly the vision I had for this project, and had grown an emotional attachment to it. I also truly saw the potential of this project being a part of my professional portfolio, and worthy of client presentation.
While revising the elements of my charitable sea turtle event, I conducted resources on a number of sources. One of the first sources was that of prior courses (Branding, Defining Client Needs, Organizational Structures, Design Research, Copywriting). Revisiting these courses allowed me to draw on past skills and knowledge that I had attained. For example, I drew inspiration from the characteristics in creating a brand that I learned from the branding course. Here, I made important decisions that would enhance the effect of my brand (like changing the event name, creating fluid colors, relevant texts, and incorporating elements that were reflected in the mood board). I also utilized some of the copywriting skills that I have learned in order to create ads, and work on the branding for the website and logo.
Additionally, I used a number of texts that we had previously studied. I often referred to David Airey’s “Logo Design Love” in order to make sure that I always incorporated his seven elements of iconic logos. I used his knowledge (as well as the instructor’s) in order to propel the elevation of my logo. Here, I ultimately made the decision to get rid of the sea turtle graphic, and stuck with a logo type. The logo type was representative of a strong logo that was simple, memorable, focused on one thing, and distinct.
Being that this project included my web design comps, I also used “The Principles of Beautiful Web Design.” I pulled information from this text in order to create web design comps that were more effective and user friendly. For example, I utilized suggestions like making elements visually appealing and not making things too wordy. This is because web viewers and consumers respond to things that are easy to navigate and provide quick solutions to their questions.
For this project, I was solving the problem of fluidity and coherence. My previous charitable sea turtle event included elements that did not necessarily fit well together. For example, the event was a sip and paint entitled “The Painted Hatchling.” Elements in my mood board and logo did not accurately display the element of painting and sipping. Therefore, there was a disconnect between the brand and brand elements. The logo I had created did not convey this aspect of the event either. Additionally, the logo also posed some design constraints. The logo type and logo mark did not fit well together. Without the logo type, the logo mark risked appearing too much like clip art. Yet, together, they did not provide the most effective solution because the logo type was confined into the tiny space of the logo mark. This problem made it difficult to read the logo type across multiple media platforms.
In order to solve these problems, I changed the name of the event and completely rebranded. I removed the element of the sip and paint, which allowed me to focus more on the bands and sea turtles. I also changed the logo by removing the logo mark and sticking to a logo type only. According to the industry, these revisions portrayed a stronger branding solution. For example, the revised mood board now included a font called “rock out” and this was indicative of the “alternative” characteristic and type of bands headlining the event. To continue, the logo type also accurately portrayed this element. The web comps also included elements of the “aquatic” characteristic by incorporating blue and green colors and utilizing a background image of an ocean.
My work is innovative because the subject matter is an oxymoron. On the one hand, sea turtle relief efforts are usually not considered very alternative or hard core. Therefore, adding the element of alternative indie-rock bands makes this event that much more appealing and inclusive. I also created ads for the event. The ads state “Let’s talk trash. It saves lives.” This provides a uniquely interesting call to action that stands apart from previously done charity design projects in the industry. This is because it takes a subject that is sentimental and puts an edge on it by adding the alternative elements and indie rock bands.
These advertisements will be what the first phase of revisions for the following course.
Throughout this process, I learned the importance of a fluid brand. I learned how to create a mood board that accurately portrays all elements included throughout the brand material. For example, each element that I went on to design displayed the key characteristics that not only the mood board portrayed, but also the brand in its entirety. I learned how important it is for consumers to be able to easily identify the brand and brand elements.
I also enhanced my skills with Adobe illustrator. I learned how to better navigate across the program, and manipulate problems in order to achieve ideal solutions. As I progress, I plan to continue working on elevating this project in order to be able to put it in my graduate professional portfolio. Although I did not get to in this course, I plan on creating a better motion graphic and promotional video. I also plan on creating more digital advertisements.
This course has helped reiterate how nonlinear the design process can be. It has also shown me the value in diligently revising my work and constantly striving for the most effective solutions. I will carry these tools into my professional career.
References (below):
Design Strategies & Motivation Reflection
The Design Strategies & Motivation course is put into place in order for Masters of Media Design to reevaluate past projects, and elevate them to new, professional levels.
The first part of my project is to revise the charitable sea turtle event. During this course, I’ve started the process by changing the event name, and recreating the logo. The process included multiple revisions and peer/instructor feedback.
Connecting/Synthesizing/Transforming - The research that I utilized was peer and instructor feedback, Lynda and Youtube tutorials, feedback from friends, and incorporating a second round of research when it came to navigating across Adobe Illustrator, and creating a strong logo. I used all of these tools to create various revisions. The feedback received helped push each solution forward.
Problem Solving - For the logo of my charitable sea turtle event, I was solving the problem of inexperience. For example, I felt as if my logo was not an accurate representation of my skill and creativity. I felt as if my logo represented that I did not have much knowledge or experience with creating logo and using Adobe programs. For this reason, the logo that I had initially created did not accurately represent the brand, nor was it the most legible and effective solution. Therefore, I wanted to create a stronger design solution that was more professional and worthy of client presentation.
Innovative Thinking - I feel as if my work does not really compare to others in the industry. This is because I am growing to be unafraid of challenging boundaries. For example, this revision phase included a ton of feedback on the placement and legible ability of my typography choices. However, I used the characteristic of “unity” in order to defend those choices. My work is innovative because I think outside of the box, and use elements that are questionable, which leaves room for more interpretation. My work is innovative because it doesn’t include the basic characteristics that many designers often live by and operate within.
Acquiring Competencies - Throughout this process, I learned more about Adobe Illustrator. I learned how to better place typography elements, and how to create more effective solutions that are accurately cohesive, and representative of why brand.
I also learned the ability to accept constant critiques and continuously work towards new solutions.
Below, you will find various images from this process.
The Painted Hatchling
My final mood board for a fictional sea turtle charity event :)
Initial mood board designs for charitable sea turtle concert.
Effective Copywriting: Reflections
I have truly appreciated George Felton’s “Advertising: Concept and Copy.” In “How to Be Creative,” I related a lot to the process of free association. Throughout this course, I strived to take my creativity to another level. Rather than plan everything out first-hand, I wanted to give my creative thoughts the chance to flow freely. As suggested, Free association is “the process of letting one idea suggest another, one word imply the next, one image beget two.” This is the first takeaway that I would like to exercise throughout the rest of my Mastery journey and career as a designer.
In many ways, I strived to find more than one solution to my advertisement problems. This is the second takeaway that I would like to continue applying. I often played around with the typography elements, the colors, and the placement of text. Although I started off with three strong images, I wanted the elements to work cohesively in order to strengthen the message and provide maximum effectiveness. Therefore, I made sure that each element complimented the images rather than took away from them.
My third takeaway is one of the greatest assets that I appreciate in this course: the ability to consider more than one point of view. George Felton’s text highlighted the myriad of ways that advertisements can “speak” to a brand’s target audience. This allowed me to put myself into the shoes of multiple people (and things), and in turn, gave me the freedom to test out many different viewpoints when creating my ads. I knew that I wanted to speak from the viewpoint of the hunger victim, but I also wanted to speak from the viewpoint of Bread for the World. One concept that was incredibly important to me was displaying the positive effects of contributing to the organization. I was able to do so by speaking from the voice of a hunger survivor, and providing supporting text from Bread for the World’s organization. Effective Copywriting has been my favorite course so far, and I truly look forward to the number of copywriting possibilities that await as a media designer.
I have enjoyed creating an advertising campaign for Bread for the World.
Also, here is my Behance account.
Bread for the World | Testimonial Advertisements:
This image depicts a working woman. Because women are often the farmers and providers of food in underdeveloped countries, I felt that it was important to portray world hunger from the prospective of the provider. I believe that this ad choice utilizes Felton's Power of Fact, as does the other three similar ads. When dissecting Felton's types of voices that can be used to for ads, this particular choice is multifaceted. It can represent the perspective of an expert (because she is not only an expert on her craft & its threats, but also because she is someone who suffers from world hunger and its effects firsthand).
This advertisement utilizes factual information, numbers, and analysis. As Felton and Smallish suggest, the copywriting is specific, yet not too vague. I chose this ad option in order to highlight the fact that sometimes it isn't the lack of food, but rather, the quality of it. This ad choice raises awareness by providing a different perspective and more information on the topic of world hunger and malnourishment.
I feel as if this is one of my stronger ads. Here, the intended audience is giving an up close and personal interaction with a hunger victim. However, rather than portraying the effects of world hunger, I wanted to portray the effects of contributing to Bread for the World. I felt as if it was important to show the positive results that come with contributing. This not only increases believability, but it also encourages more participation.
As I continue my mastery journey, I will revisit these advertisements and make them as meaningful and professional as this one. This ad depicts a heart superimposed on a bowl of food. The food is nutritious to represent the accessibility to quality, nutrient-dense food to those that suffer from hunger and malnutrition. I chose this ad because I wanted to promote equality. The copywriting suggests that we are all the same. It slightly suggests a hierarchy, and forces the viewer to put themselves in the shoes of hunger victims. For this ad, I felt as if I utilized Smallish's the concepts of "Designing a Print Ad" the best by effectively incorporating the image, the copywriting text, and making sure they work cohesively.
Here is my Behance account.
References:
Bread for the World. (n.d.). Retrieved April 16, 2018, from http://www.bread.org/
Felton, G. (2013). Advertising: Concept and Copy. New York: Norton & Company.
Smallish, C. (2014, May 27). Designing a Print Ad. Retrieved April 22, 2018, from https://www.lynda.com/Design-Page-Layout-tutorials/Designing-Print-Ad/155264-2.html