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[tasticash]

A little comfort for the Beginners

Holy crap it's cool hearing Aaron Draplin say a lot of shit that's in my head out loud, and then say more shit that just makes you feel better about this whole scary starting in graphic design thing. Validation and reassurance is kind of relaxing... thought I'd share it in case you haven't given it a listen. Put it on while you putter around your place.

https://soundcloud.com/creativepeptalk/054-backstage-with-draplin

[tasticash]

It’s complicated.

Advertising is like a relationship status labeled it’s complicated. Sometimes I feel like I’m bipolar over the love and hate for it. On one side I’m over–the–moon in aw at how intelligent and amazing it is, and then sometimes you see these ads that make you face–palm and question your faith in humanity. Really, what it comes down to is that it’s a vehicle for communication and the outcome depends on who’s driving. Maybe as new designers enter the field, those face–palm ads will become less and less, and the mass media can start appreciating advertisements for their true magic. 

These two emotions depicted here pretty much sums up how I feel about advertising.

[tasticash]

False Ads... embarrassing.

Brands who misrepresent themselves discredit their image and insult the consumer. It's a lazy, desperate, garbage of a marketing solution.

[tasticash]

Ad-fidelity. It’s Worth It.

Let’s not beat around the bush. Sex sells. It’s risky and taboo, and whether you like to admit it or not, everyone loves the forbidden. It’s doing or getting what we shouldn’t do or can’t have. It makes things interesting and unique, and places them on this pedestal that sits above everything you already have and experienced.

Now, think of this in an advertisement setting. Like this one...

An ad like this puts Virgin America Airlines on a pedestal above all the other airlines you’ve used in the past because its fresh and modernly new—something you’ve never had before. But, here’s the cool part: seeing ads like these apparently peaks your curiosity and increases your brain’s dopamine levels in a special way. 

Dopamine is a chemical in your brain that increases as you chug along your path to a reward. So, when you’re presented with this new attractive airline ad, it creates the gap between what you know and don’t know—leaving you with an itch ya gotta scratch. That itch being that need to know. And, funny enough, apparently the longer you wait, the higher your dopamine levels get, leaving you wanting it even more as time goes on. 

Now just think, with a few choice words, advertising agencies can have an exponential effect on the consumer just by creating that irresistibly intriguing gap between the old and new. A gap that the consumer just has to close, leading them straight into the brand’s arms.

Brilliant. Freakin brilliant. 

Advertisers are indeed playing off of a natural human tendency. In using this tactic they are incredible brain ninjas, making us crave their product without us even consciously liking or trying it. Truly amazing and a perfect tactic for a new brand coming into a sea of old, trusted competition. 

I say bravo. Bravo.

[tasticash]

By Banned You Mean Creatively Challenged

Outdoor advertising and its perceived plague on the world is subject for major debate as to whether it should be banned or not. Personally, I have experienced living in an area where this was a reality... on the Sunshine Coast, British Columbia. There, the government outlawed billboards along the dangerous coastal highways, however the reserves had full range. So, you knew that you were passing over a reserve when the billboards would just scream and jump at you, sometimes 3 or 4 billboards high. Was it distracting? Absolutely. However, I believe it was more of the novelty of the influx of advertisements than the actually physical billboards themselves. Nonetheless, on slippery, curvy coastal highways, I would definitely argue it presents a problem. However, on the flip side, you have the major city, downtown core, with its flashing lights and ooos and aaas of the beautiful, ad–painted urban horizon. To me, seeing those huge advertisements everywhere in the city is partly what makes it uniquely a city. It makes it beautiful and interesting, giving it that hustle–and–bustle busyness, and maybe even helps to set a certain standard of culture, as well as what is happening or available in the city at that time.

So, in sum, outdoor advertising has its pros and cons. My honest opinion to the question regarding whether governments should be restricting companies and how they advertise is... in the long run, it shouldn’t matter. I suppose it is a restriction on our right to freedom of speech. But an advertiser’s purpose for communication has such a heavier vendetta than your average freedom of speech advocate. I don’t think it’s right to cause a huge stink over something that looks to persuade people for someone else’s personal agenda. So, if the government were to turn around and ban outdoor advertising tomorrow, I think we advertisers have to just shrug it off and get back to the drawing board. Although print is awesome in all of its mediums (#printisnotdead), it is but a tiny grain of sand amongst an entire ocean of design possibilities. 

Think about it. We evolve, problem solve, and grow as a human race. New inventions develop, new ideas emerge, and new skills become essential to survival. The world of advertising is to follow trends, not make them. So, if outdoor advertising gets restricted, it is our job as advertisers to get the creative juices moving and find an alternative solution. People communicate in a multitude of different and fascinating ways, which in turn all serve as a potential avenue for reaching the public as an advertiser. So, if one door shuts, another will open... if we’re willing to creatively open our eyes enough to see it. 

We are designers, the core of our job is to problem solve and create. Some little ban shouldn’t get in our way when we have the world at our finger tips. 

[tasticash]

@sarahldowling for making me this meme that is a most accurate spin on my current, personal brand. I gotta get my learning fix. Otherwise, I get into trouble. This addiction has gotten me a teaching degree and a lifetime of student–life so far. So with that, and the enormous amount of school I have done to this point, this meme pretty much sums up my present journey. It took me a long time to find the right path... but I found it. Oh god, though I have been through so much student–life. Like, so much school. None of it a waste, because I get my fix for soaking up knowledge, but I’m done with the classroom... and the KD. Please god, let me be done after this.... (says me, as I look up master programs) #Neverstoplearning

[tasticash]

A Quotable

Hey there. Ready to get personal?

My parents divorced in my senior year of high school, and because I identified myself through my tight family relationships, I spiralled down. It was a catalyst to living out life decisions misguided by a disintegrated confidence and lost sense of self. I was trapped in a dark place for a long time, which was weird for me. Up to that point, I was oozing with confidence, sparkles and rainbows, and a famously clear head. So, experiencing darkness, sadness and anger was unfamiliar and I had no idea how to handle it. I look back on those years and it’s a fog. It’s a shame really, because I now remember very, very little from my high school and university years... so many years filled with firsts. But the cloud does eventually lift. There’s a reason why your gut responds in twists and turns, and your biological reaction to things happens without your control. My dad calls it spider senses, my mom calls it being smart.

Through all that fog, I came into the clearing. Sometimes you’re lucky enough to hit just enough speed bumps to get you to finally rethink things before shit really hits the fan. My fog lifted when I found graphic design. The best way to describe being out of that fog is... happy. I’m just pure, simple and amazingly happy. And, it’s the purest most confident and empowering feeling you’ll ever feel and cherish. 

Now, I’m not perfect. I’ll still get lost from time to time, because I’m human, and that’s ok. Stuff happens, and then you put all your energy into learning from it and move on. For me, it’s important to remember to keep things clear and simple since my head is constantly going a mile a minute. So, I made this quote. Maybe it’ll help someone some day. It reminds me that nothing is permanent, to check–in with myself and see how I’m doing from time–to–time, and that I have the control over how I experience my life.

[tasticash]

With Great Power, Comes Great Responsibility

An Argument for Humour in Advertising

As an aspiring graphic designer who will someday be neck deep in the advertising industry, I wish I could argue why humour isn’t effective... but I just can’t. 

The question is, should advertising use humour to sell despite the fact it can be damaging to the company’s image, it has a short shelf–life, and usually isn’t that effective in enticing consumers to do the ad’s bidding? My answer is yes, it should be used. I mean, I can see the value in the arguments against, but I think humour serves a more specific purpose of its own... depending on what it is you’re trying to sell.

Personally, I love it. Deep down, if I could design what I wanted and post it wherever I wanted, like an advertising graffiti vigilante, I’d be pushing the boundaries of what makes people comfortable, and slapping shock–funny stuff all over the place.

I’m in love with creating an emotional reaction through a few choice words and a power image to push it. I think it’s incredible that humans have the ability to develop a strong emotional response to something as small as an ad in a newspaper, when all it is is ink and paper.

To me, humour can be positive, can put people in good spirits, can create an emotional connection, and can leave a lasting impression. I would argue that at its most successful level, humour can be one of the strongest emotional responses you can elicit without making someone cry. For example, pretty much all of the commercials I remember from tv are ones that make me laugh... like this one. 

Knowing how strong of an emotion humour can cause, and that we have this at our finger tips as advertisers, it’d be insane not to use it. But, it’s a strategy and a tool. It has to be used strategically and with purpose, as well as targeted appropriately at the audience in question. I think it’s when the designers miss the mark, with the audience and specific purpose, that their humourous ads get the tisk–tisk from consumers. It makes sense when you think about it. In creating these styles of ads, you’re trying to tap into a very narrow and specific type of humour that only the target audience would certainly find funny. And, because it’s so narrow, there’s always the risk of missing that mark and confirming the arguments against listed above. 

So, yes, I think humour can be very effective, if used the right way. But, remember...

So, be smart about it. Don’t ruin the use of humour in advertising for the rest of us. 

[tasticash]

Deep–Fried Challenges

How advertising makes it difficult to control weight gain

Oh man. That sweet smell of deep–fried goodness, smothered in cheese and then topped off with some delicious smelling GMO junk that I will probably eat until the day I die. It is this love for junk that makes me gain weight. As an avid foodie, most of the time I eat for the love of the taste and rarely as a means for survival. Often, I’ll see ads on tv or on the street, advertising the new concoction that McD’s has thrown together, or the new triple bacon, 5 cheese, donought bun burger that I HAVE to try, just to say I did. I mean, the last time I was in Newfoundland, I had a breakfast sandwich with two full toutons as the bun, a thick piece of fried bologna, a fried egg, cheese, and I smothered it with molasses. Mmmmmmm... I still think about it.

My point is that just simply knowing something delicious exists is enough for me to want to eat it. Ads help in letting me know what’s out there. And, it’s a conscious effort not to eat myself to death with all the deliciousness. I’m pretty extreme, but others are worse. 

So, the question is: Does advertising have a role in making people obese? In a way, yes. Obesity is caused by a number of factors—the bottom line is the inability to control weight gain. So, to say that ads cause obesity is a flaw in logic. But, to say that they present an avenue that increases the chances of you becoming obese, I think has some merit.

For example, my little story at the top. I am extremely fortunate to be able to monitor my behaviour enough to notice when it’s time to ease back on the junk. I can feel it in my mood, my energy level, and how tight my clothes get (and as a mature student, don’t no body got time to be buying new clothes for every change in weight). So, for financial and productivity reasons, I’m able to stop. Others aren’t so lucky.

We get bombarded with ads left, right and centre. So if you have a condition where food is constantly on your mind, and have a hard time saying no, seeing ads of cheesy, hot, gravy-soup, bacon poutine at every turn is going to make it next to impossible to not want to eat it. It’s that memory of how good all that stuff tastes, smells, and feels in your mouth that the ads trigger that get you to eating it. Ads plant a seed and create cravings that offer hugs and kisses, and warm fuzzy feelings of joy and satisfaction. And until that craving is satisfied, there will be a hole. A hole created by the ad, that will not be filled until you have what is in that ad, in your mouth. 

Now, imagine with this ad-power, and not being able to control your weight gain. It makes for a heavily arduous and dangerous combination.

[tasticash]

Models and Unicorns

Argument for Photoshopping Models in Advertisements

In the marketing and design world, it’s no secret that they retouch the models in their photos to look slimmer and more radiant. I will honestly say that a year ago, my opinion on that would have been negative. As a big–boned woman with a self–proclaimed shameless view on life, I could never understand why we need to keep feeding into an imaginary image of beauty. No one, and I mean no one, wakes up looking completely polished, glowing and every hair in place. It takes a long time to look like that. I mean, we’re human and are susceptible to err, even if our job is to literally look flawless. But, these models have a whole team of people whose jobs are to make them look good—all the time. Man, if only we all had that. 

Now, that I have grown older, have met more people, and have an insiders look into the world of design that not many have had a chance to experience, I can confidently say my opinion has changed. Instead of turning to these marketers and designers whose jobs are to literally attract and sell us things, and blame them for controlling us and poisoning our minds with these unnatural and unattainable images of beauty, I think we should be instead looking at ourselves. In the end, we made the decision to feel the way we do. No one is in our head, physically making the neurons fire, like puppets on a string. Instead we let the better of ourselves succumb to someone else’s imagination and stupidly think it’s real. I think of it as the same as when I was a little girl and watching a scary movie. My parents would tell me that none of it was real and that it was all make–believe. It may have taken a little reassuring, but eventually I wouldn’t be scared of the movie anymore. Why don’t we do this with advertisements? 

It is fact that we as humans find symmetry in someone’s features beautiful, not to mention that our eyes and brains find balance and symmetry, in pretty much anything, to be relaxing and enjoyable to look at. So, I ask, how else are we supposed to entertain with anything if we can’t use this extremely powerful aspect of human nature? I mean seriously. Let’s be realistic here. These ads aren’t going anywhere, they are the life force of pretty much everything we see and do. As someone who dibbles in Photoshop and Lightroom on a daily basis, it’s a form of digital art. Heck, I even paint cartoon cats purple, and no one complains that that will forever mess them up into thinking their cat should be purple now.

I realize people would argue that it’s different. These ads have real people, chosen to connect with the consumer, ultimately and subconsciously brainwashing them through the connection. But my honest opinion is that once they’re finished putting that person through Photoshop, that person is no longer them. It’s a digital art copy of what they look like, but not them. It’s a collection of shapes and colours working together so that it’s beautiful to look at, and is completely different from looking at someone who is not in the modelling business. These models get paid big bucks so that designers can make digital art copies of them that are manipulated and changed to all sorts of degrees, and it's ok. 

For instance, with regards to stuff like this, it would be a heavy nope to going to Forever21 and looking at those pants if the model was advertised with her uncomfortably stuffed into the legs and her muffin top hanging out (which is usually how I feel when I try on pants like that). Instead she looks confident and attractive, so ya I’m interested. I like shopping and buying new clothes. If they didn’t advertise how good the clothes look, whether real or not, I wouldn’t know where to go. But when I try on a pair of those pants, and I don’t look as good as the models in the store ads, I don’t blame the advertisers for making me feel like I could wear them, or that I should strive to look like the model in order to wear them. Instead, it’s a “these pants are not for me,” or “maybe I need a bigger size,” and nothing more. I’m able to do this because I know the visuals in the ad that brought me to the store are make–believe. 

We need to teach our sons and daughters that those models in the pictures are fake, they’re not real. Comparing yourself to that should be like comparing yourself to a unicorn. There’s no point.

[tasticash]

The Ugly and Beautiful Truth of Offensive Advertising

A comment on banned advertising

Offensive advertising is incredibly successful, especially since its outcome is futile to the level of publicity it creates. Regardless of whether it’s banned or not, the emotional response spreads like wildfire, fed by our natural human tendencies. Everyone loves to jump on a bandwagon. Being part of a collective group, that feeling of belonging, is what drives us to seek out social relationships, especially when it’s fuelled by a common hate. Take Kony 2012 for example. The mass of people jumping that warlord–hating bandwagon was so big, it actually crashed the campaign’s website. Anger and hate are so intensely primitive and emotional that it unifies masses of individuals with only one common element. It’s fascinating and predictable to the point that ads are purposely created in order to elicit anger and leave an impression that spreads and gains publicity. 

So, if you have ever felt offended by an ad, you’re being played. You’ve been guided into an intentional offensiveness, and they have you right where they want you. 

It’s genius because they know the buttons to push. It’s simple really — as long as it shakes the foundations of our societal norms and values, you have a winner at offensive advertising. They are meant to attack what you know as right and wrong, which in turn is an attack on who you are as a person. The most recent example is the Beach Body Ready campaign that angered the public because of how it objectifies women. To argue for this campaign means you disrespect and degrade every woman you know in your life; and to argue against it, labels you that dreaded feminist word. These ads attack and threaten your personal values and present a segue into discussions you probably wouldn’t have had otherwise. In turn, this forces you to portray your personal opinions to the judge–y public, who may or may not accept your personal values. These ads shake everything and back you into a corner, forcing you to choose sides. And, like a threatened animal, you get emotional and personal in these situations — and next thing you know, it’s all you talk about. 

So much emotion, so much angst, and just from one ad campaign. It’s freakin’ genius.

And, despite all this, I still feel they should forever be created and pushed to the public. The challenge these ads offer to societal norms pushes society to evolve and grow as a more progressive and collective whole. They push conversations that could eventually assimilate what was once offensive to eventually be acceptable.

But here’s to hoping that offensive ads follow in the words of uncle Ben, “With great power, comes great responsibility,” and aim to do more for the overall greater good. 

[tasticash]

Design Rules, Teaching Drools

I pushed the giant restart–life button

To date, I have an undergrad in psychology and linguistics, followed by a bachelors in education. And, despite the countless hours of stress, studying and all–nighters, I find myself back in a post–secondary classroom for a third time. I admit it, I have a strange, child–like enjoyment and curiosity of the world, so I am quite comfortable in a classroom... hence the initial path to teacher–dom. But the final decision to press the giant restart–life button happened once I got a real taste of the world of an elementary school teacher. I found myself forcing to fit my life in a cookie–cutter, knee–deep in a philosophical fight against societal norms and the demands of standardization in the elementary school board. I became depressed as I watched my love for enjoying and connecting with kids bleed out.

I am a do-er, an avid problem-solver. Sometimes annoyingly so. I get anxiety, and all panicky and sweaty. I can't relax until the problem is dealt with, or there's at least a plan in place to fix it. I also believe things happen for a reason, and I hit enough speed bumps through teacher's college to get me to stop and realize something was amuck and needed a solution. My whole life people never failed to remind me how good I was with children. However, despite my diverse experience with kids, high marks, and long list of child–development courses, I was accepted in the teacher's program as an after–thought and missed crucial orientation meetings and first classes. But, despite this rough start, I did well —teacher's college is a breeze after an undergrad. I then got specially hand–picked to join an elite practicum placement at the children's hospital —only to catch a severe case of mono my very first day. The school sent me home and said I couldn't be back unless I was completely healthy, since it would put the kids at risk. I was bed–ridden for exactly 3 weeks, the exact duration of the practicum placement. Funny, isn't it? This ripple in my plan resulted in a late–graduation and missing the opportunity to get on the school board's supply list, which they failed to fully open the following two years. Like I said, I believe things happen for a reason.

Sometimes you get going on a path and you're so determined to follow it that you become completely oblivious to the signs telling you to turn back, or take an alternate route. Well, once I actually gave myself the time to stop and really think about how I saw myself in five years from now, I knew the teaching thing was not going to fly long–term. I knew I needed a fruitful job market that involves people but also allows me to sink into my own times of flow. This meant finding a job doing something I love. I love kids, I love playing the Irish fiddle, and I love detail. I would spend hours setting the type on my university papers, even if they had to follow strict APA formatting rules. As a kid, I would rewrite my homework by hand just because it didn't look nice. In fact, ever since I've been little, visual presentation and perfection have been my thing. Add a love for drawing and I pretty much slapped myself for having come to this conclusion so late. In the words of C.S. Lewis, "You are never too old to set another goal or to dream a new dream." So, after some research and reflection, here I am, back at school, working for another fancy and expensive paper to add to my wall. Only this time, though I miss spending my days playing with kids, I've hit more smooth paths than speed bumps, and everyday since this reset button was pushed, I feel at peace with an enormous grin from ear to ear.