Today we had a group tutorial with Anna Middleton, who is taking us for Contemporary visual Contexts. It was our second group tutorial.
I spoke about the working title I had come up with for my essay - 'How effective is traditional marketing in today's changing environment'. After explaining my reasoning’s behind this title and expressing how I wanted to link it closely with my professional project we came to the conclusion that I should be looking at - 'The exploitation of marketing mechanisms in promoting social, ethical and ideological practices'. Which I feel much more comfortable with.
I can use my professional project as a case study too. Anna is very helpful and her use of words and wide knowledge of contemporary visual culture really inspires me! So all in all I’m pleased with the outcome.
Monday 22 February 2010
IKEA: Facebook Showroom Campaign Strategy
Forsman & Bodenfors are known for some great creative work, and they recently devised a Facebook campaign for a new Ikea store in Malmo, Sweden.
This is a perferct example of what happens when you get viral marketing right!
Here's the video:
http://www.youtube.com/watch?v=0TYy_3786bo
This is a perferct example of what happens when you get viral marketing right!
Here's the video:
http://www.youtube.com/watch?v=0TYy_3786bo
Sunday 21 February 2010
How effective is traditional marketing in today’s changing environment?
Here are my ideas so far for my Contemporary Visual Contexts essay, I've chosen a subject i'm really interested in and that will be closely linked to my professtional project...
• Changing and expanding technology – makes certain traditional mediums obsolete
• Were moving away from traditional print based media to more interactive and more digital mediums
• Traditional marketing methods aren't so effetive today because of all the new ways of communicating through new media
• Changes in social attitudes; People are spending more time online, watching TV and social networking (Facebook, twitter etc)
• People play computer games - there are advertisements through this
• Word of mouth; Is the most effective form of marketing
• Word of mouse (online equivalent of word of mouth)
• Methods have changed, technologies have changed and people have changed because of this
‘One widely accepted marketing rule of thumb claims the average un-happy customer tells 8 other potential customers about his negative experience, such spreading of customer disproval turns the world of viral marketing, which depends on word of mouth from true believers, upside down.’(Dyche .J. 2002 )
• Changing and expanding technology – makes certain traditional mediums obsolete
• Were moving away from traditional print based media to more interactive and more digital mediums
• Traditional marketing methods aren't so effetive today because of all the new ways of communicating through new media
• Changes in social attitudes; People are spending more time online, watching TV and social networking (Facebook, twitter etc)
• People play computer games - there are advertisements through this
• Word of mouth; Is the most effective form of marketing
• Word of mouse (online equivalent of word of mouth)
• Methods have changed, technologies have changed and people have changed because of this
‘One widely accepted marketing rule of thumb claims the average un-happy customer tells 8 other potential customers about his negative experience, such spreading of customer disproval turns the world of viral marketing, which depends on word of mouth from true believers, upside down.’(Dyche .J. 2002 )
Friday 19 February 2010
Learning Agreement
Today we handed in learning agreements for our profesional project:
Synopsis of study
This proposal links closely with the planning and preparing of my professional project map which stated the area of design and communication I was mostly interested in: graphic design, animation and advertising. I would like to produce a viral advertising campaign based on a social issue I feel strongly about which is social behaviour, communication and interaction. If there is no communication or interaction within a family, it leads to future behaviour problems. This campaign will promote family values, encouraging the family to sit down and eat together, communicate and interact.
I plan to research into 1940-50’s advertising which tended to be very family orientated. During that era there did not seem to be an issue with family values, as most families would sit down and eat together, women were housewives and stayed at home looking after the family. Whereas, now both men and women go out to work, families are time starved and therefore there is a lack of family values.
This approach on the part of the parents as well as the children growing up without the healthy stability of a ‘good’ home, which is necessary for developing into a respectable member of the community, is leading to an increasing anti-social behaviour. I am not assuming that the 1940-50’s advertising was the cause of better family values, but as it worked to a certain point due to their increased sense of family and community being stronger than it is present day, I want to encourage these values so that they will be relevant again.
I want to bring the advertising style up to date into the 21st century; the advertising in this time was very illustrative and I would like to make it more graphic as the campaign would be aimed at a wide audience, which would have to include the youngest to the oldest members of each family. My campaign will try to encourage families to sit down and eat together, to communicate and interact and in turn this will improve future behavior, as I do not want to focus on the ‘housewife’ and ‘stay-at-home-mum’ part of the advertising campaign that went on in the 1940-50’s era.
I have researched into viral advertising by watching DVDs showing examples of different campaigns in the form of television commercials and short films or animations. I have looked at the work of ‘Fallon’ who are a renowned advertising agency. I found it interesting researching into the making of the Sony Bravia and BMW viral adverts. I was particularly inspired by the Sony Bravia (Fallon) concept of the multi coloured bouncing balls which resembled the colours of the world shown through their new TV. BMW did a sequence of short action packed films, all shot inside the BMW estate car; the interior was subconsciously recognizable and because of the subliminal snippets of part of the logo and wheels, it was clear it was BMW.
I intend to further my research into print based viral advertising and I have researched into other areas of social issues. I will also research into the statistics which show family interaction and the lack of it.
I would like to further develop my knowledge of advertising and marketing. I can already design having worked in the industry for some years but am aiming to further develop my organisational and time-management skills and knowledge as a designer allowing me to work in the industry as well as continuing to develop my own business. I wanted a challenge so I have chosen an issue that I feel strongly about which you don’t always have the time to do when working in the industry. This project also gives me a chance to explore other areas of design, and design styles.
For this assessment I will present a short viral advertising campaign which will encourage families to interact and communicate well together. This will either be in the form of interactive, print based or both.
Synopsis of study
This proposal links closely with the planning and preparing of my professional project map which stated the area of design and communication I was mostly interested in: graphic design, animation and advertising. I would like to produce a viral advertising campaign based on a social issue I feel strongly about which is social behaviour, communication and interaction. If there is no communication or interaction within a family, it leads to future behaviour problems. This campaign will promote family values, encouraging the family to sit down and eat together, communicate and interact.
I plan to research into 1940-50’s advertising which tended to be very family orientated. During that era there did not seem to be an issue with family values, as most families would sit down and eat together, women were housewives and stayed at home looking after the family. Whereas, now both men and women go out to work, families are time starved and therefore there is a lack of family values.
This approach on the part of the parents as well as the children growing up without the healthy stability of a ‘good’ home, which is necessary for developing into a respectable member of the community, is leading to an increasing anti-social behaviour. I am not assuming that the 1940-50’s advertising was the cause of better family values, but as it worked to a certain point due to their increased sense of family and community being stronger than it is present day, I want to encourage these values so that they will be relevant again.
I want to bring the advertising style up to date into the 21st century; the advertising in this time was very illustrative and I would like to make it more graphic as the campaign would be aimed at a wide audience, which would have to include the youngest to the oldest members of each family. My campaign will try to encourage families to sit down and eat together, to communicate and interact and in turn this will improve future behavior, as I do not want to focus on the ‘housewife’ and ‘stay-at-home-mum’ part of the advertising campaign that went on in the 1940-50’s era.
I have researched into viral advertising by watching DVDs showing examples of different campaigns in the form of television commercials and short films or animations. I have looked at the work of ‘Fallon’ who are a renowned advertising agency. I found it interesting researching into the making of the Sony Bravia and BMW viral adverts. I was particularly inspired by the Sony Bravia (Fallon) concept of the multi coloured bouncing balls which resembled the colours of the world shown through their new TV. BMW did a sequence of short action packed films, all shot inside the BMW estate car; the interior was subconsciously recognizable and because of the subliminal snippets of part of the logo and wheels, it was clear it was BMW.
I intend to further my research into print based viral advertising and I have researched into other areas of social issues. I will also research into the statistics which show family interaction and the lack of it.
I would like to further develop my knowledge of advertising and marketing. I can already design having worked in the industry for some years but am aiming to further develop my organisational and time-management skills and knowledge as a designer allowing me to work in the industry as well as continuing to develop my own business. I wanted a challenge so I have chosen an issue that I feel strongly about which you don’t always have the time to do when working in the industry. This project also gives me a chance to explore other areas of design, and design styles.
For this assessment I will present a short viral advertising campaign which will encourage families to interact and communicate well together. This will either be in the form of interactive, print based or both.
Thursday 18 February 2010
Emma from Aquent - Professional Practice Lecture
Today Emma from Aquent came in to give us a lecture - Aquent is the largest recruiter in the creative industry, they list the most skilled, specialized, highly motivated marketers and designers in the world.
Emma started off telling us a little bit about herself, she started her career in publishing and went on to specialise in design for print (as did I).
I found this lecture really inspiring, Aquent recruit for some of the largest creative companies such as - Apple, Sky, Disney, Imagination and many more
I have bullet pointed the most useful bits of information I got from Emma's lecture so that I can adapt these things into the way I choose to present myself as a graphic designer as well as keeping up to date with what's going on in my industry and how its moving forward.
Research;
• Design week - more of a commercial magazine - once a year they list the top 100 design agencies which can change from year to year
Some of the top design agencies at the moment;
• GBH (Gregory Bonner Hale) multi award winning design and advertising agency based in London
• Fitch - A global design consultancy
• The Brand Union - A world-class global brand agency
• Landor - Strategic brand consulting and design agency
• Future Brand - Leading brand consultancy
• Imagination - A global integrated, independent Communications Company
Emma asked us;
• Which area of design would we most like to specialise in?
• What our favourite brand was? and who designed it?
Emma's favourite brand is Orange, because of its bold and simple style;
I started to think about which brand I really liked and I chose the Italian brand Diesel - because of it's bold, contemporary and simplistic style...
Here are some examples of how the brand has been used in some memorable advertising campaigns -
Notes on how to create a successful CV;
• Use strong and clear font
• Strong and clean layout
• Only talk about relevant work
• Taylor to your audience
• Keep simple
• No more than 2 pages
Notes on how to create a successful portfolio;
• Key - How work is presented!
• Think outside the box - How will you capture someone's attention?
• show design in different ways - instead of flat graphics
• Keep simple
• Choose key pieces
• Taylor to your audience
• The work should be the star - Flashy boarders and backgrounds will only distract
• Include self-initiating projects - personal, outside of work/uni
• Re-design things you don't like
• Enter competitions - The Arts Council set commercial briefs - something to look into
• Attention to detail and spelling is essential!
• Online portfolio - should be easy to navigate
• Show your thinking (development) client doesn't always choose your nicest looking design
• Design your portfolio
• Each peace of design work in your portfolio has a story
- What did the client want?
- What did you convince them to have?
- How did you implement it?
• Open with the strongest, middle - something you love, finish - with something memorable
• Presentation is the key
• Present to non-designer for practice - with pace and tone of what you're saying
• NO work over 5 years old - it will look dated
• NO more than 3 peaces of photography and illustration - unless you wish to specialise in these areas
• logo's - Show variations of logo's, different ideas you came up with, not necessarily the chosen one - Show it being used
• Maybe my portfolio could be broken up into sections, each with a visual relating to the following project(s)
• join linked in - A commercial networking site
When looking for a job;
• Research into creative directors as they may have studied in the same place as you
• Demonstrate you are a really creative thinker
Emma started off telling us a little bit about herself, she started her career in publishing and went on to specialise in design for print (as did I).
I found this lecture really inspiring, Aquent recruit for some of the largest creative companies such as - Apple, Sky, Disney, Imagination and many more
I have bullet pointed the most useful bits of information I got from Emma's lecture so that I can adapt these things into the way I choose to present myself as a graphic designer as well as keeping up to date with what's going on in my industry and how its moving forward.
Research;
• Design week - more of a commercial magazine - once a year they list the top 100 design agencies which can change from year to year
Some of the top design agencies at the moment;
• GBH (Gregory Bonner Hale) multi award winning design and advertising agency based in London
• Fitch - A global design consultancy
• The Brand Union - A world-class global brand agency
• Landor - Strategic brand consulting and design agency
• Future Brand - Leading brand consultancy
• Imagination - A global integrated, independent Communications Company
Emma asked us;
• Which area of design would we most like to specialise in?
• What our favourite brand was? and who designed it?
Emma's favourite brand is Orange, because of its bold and simple style;
I started to think about which brand I really liked and I chose the Italian brand Diesel - because of it's bold, contemporary and simplistic style...
Here are some examples of how the brand has been used in some memorable advertising campaigns -
Notes on how to create a successful CV;
• Use strong and clear font
• Strong and clean layout
• Only talk about relevant work
• Taylor to your audience
• Keep simple
• No more than 2 pages
Notes on how to create a successful portfolio;
• Key - How work is presented!
• Think outside the box - How will you capture someone's attention?
• show design in different ways - instead of flat graphics
• Keep simple
• Choose key pieces
• Taylor to your audience
• The work should be the star - Flashy boarders and backgrounds will only distract
• Include self-initiating projects - personal, outside of work/uni
• Re-design things you don't like
• Enter competitions - The Arts Council set commercial briefs - something to look into
• Attention to detail and spelling is essential!
• Online portfolio - should be easy to navigate
• Show your thinking (development) client doesn't always choose your nicest looking design
• Design your portfolio
• Each peace of design work in your portfolio has a story
- What did the client want?
- What did you convince them to have?
- How did you implement it?
• Open with the strongest, middle - something you love, finish - with something memorable
• Presentation is the key
• Present to non-designer for practice - with pace and tone of what you're saying
• NO work over 5 years old - it will look dated
• NO more than 3 peaces of photography and illustration - unless you wish to specialise in these areas
• logo's - Show variations of logo's, different ideas you came up with, not necessarily the chosen one - Show it being used
• Maybe my portfolio could be broken up into sections, each with a visual relating to the following project(s)
• join linked in - A commercial networking site
When looking for a job;
• Research into creative directors as they may have studied in the same place as you
• Demonstrate you are a really creative thinker
Wednesday 17 February 2010
Anna Steinberg - Illustrator - Professional Practice Lecture
Today we had a Professional Practice Lecture with Anna Steinberg an Illustrator from London, with a background in graphic design.
Anna spoke about her experience as a freelance illustrator, which I was able to relate to having been a freelance graphic designer. It was interesting hearing another perspective on somebody working from home and the ways in which they choose to deal with their clients in the best and most professional way possible.
I bullet pointed quite a few useful points from Annas lecture so that I could try to adapt them into the way I continue to work as a freelancer:
• Send out promotional material to attract an art director
• Keep a record of design companies and contacts
• Keep emails personal - i.e Dear John
• 1 good hit (client) led to 22 illustrations (in my case - design projects) - that would be nice :)
When you receive a call or email asking you to do a job, be sure to;
• Ask what they would like you to do
• Know who you are talking to - full name - contact details etc
• What is the job about
• What will it be used for
• Do they have a budget
• Deadline
• Where did you hear about me - see my work (this helps with your promotional work)
Trade Association;
• Anna is a member of AOI (Association of Illustrators) www.theaoi.com
Being a member of AOI helps many illustrators with copyright laws, documentation needed when taking on new projects as well as ensuring you get paid for your work etc
• I researched into what associations there were for designers - Charters Society of Designers and the Design Council - These organisations would give me advice on pricing & contracts etc
Notes;
• When pricing a new job - keep in mind the lowest rate of pay you are willing to accept, don't go below this otherwise you will loose your credibility
• Documentation such as an Acceptance of Commission/Job form should be attached to an email for a new client. Anna showed us an example email she had written to a client with this form attached - Attached is an Acceptance of Commission form, it should be openable as I have exciting new software, but give me a shout if there's a problem.
• You can get a samle of the Acceptance of Commission form from AOI
• Copyright - The more they want to use it - the more they should pay
• Don't part with copyright on logo's etc
• Good to send a copy of your terms and conditions to every client - these should also mention clause and cancellation terms so that the client still pays for work so far - shared responsibility
When working on a new job/project;
• Start with brainstorming ideas in your sketchbook
• Manage your time well
• Show the development of your ideas
• Keep sales and purchase records up to date
• It's good to be organised
Anna spoke about her experience as a freelance illustrator, which I was able to relate to having been a freelance graphic designer. It was interesting hearing another perspective on somebody working from home and the ways in which they choose to deal with their clients in the best and most professional way possible.
I bullet pointed quite a few useful points from Annas lecture so that I could try to adapt them into the way I continue to work as a freelancer:
• Send out promotional material to attract an art director
• Keep a record of design companies and contacts
• Keep emails personal - i.e Dear John
• 1 good hit (client) led to 22 illustrations (in my case - design projects) - that would be nice :)
When you receive a call or email asking you to do a job, be sure to;
• Ask what they would like you to do
• Know who you are talking to - full name - contact details etc
• What is the job about
• What will it be used for
• Do they have a budget
• Deadline
• Where did you hear about me - see my work (this helps with your promotional work)
Trade Association;
• Anna is a member of AOI (Association of Illustrators) www.theaoi.com
Being a member of AOI helps many illustrators with copyright laws, documentation needed when taking on new projects as well as ensuring you get paid for your work etc
• I researched into what associations there were for designers - Charters Society of Designers and the Design Council - These organisations would give me advice on pricing & contracts etc
Notes;
• When pricing a new job - keep in mind the lowest rate of pay you are willing to accept, don't go below this otherwise you will loose your credibility
• Documentation such as an Acceptance of Commission/Job form should be attached to an email for a new client. Anna showed us an example email she had written to a client with this form attached - Attached is an Acceptance of Commission form, it should be openable as I have exciting new software, but give me a shout if there's a problem.
• You can get a samle of the Acceptance of Commission form from AOI
• Copyright - The more they want to use it - the more they should pay
• Don't part with copyright on logo's etc
• Good to send a copy of your terms and conditions to every client - these should also mention clause and cancellation terms so that the client still pays for work so far - shared responsibility
When working on a new job/project;
• Start with brainstorming ideas in your sketchbook
• Manage your time well
• Show the development of your ideas
• Keep sales and purchase records up to date
• It's good to be organised
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