CO L L I DE | BRI E F
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B RE AK DO W N | B RI EF TH E MES Happi ne s s , T he I n tern et , New Dig ital A ge , Future S elf TASK Cre ate b o t h p hy s i cal an d d ig ital o utco mes i n response to the themes. BLOG S h oul d inc l u d e re s earch , meth o d o lo g ies , experi mentati on , prototy p ing , s y nop s is an d s trateg ies . E XHI BITI ON Cre ate a rt ifa c t s an d curate an exh ib itio n of work to launch the Col l i d e Eve nt . Ex hib itio n o utco mes fo r s creen based medi a as well as physi c a l ins ta l l at i o n p ieces . O U TCOM ES Posters , Ta b l e Ta lkers , Bo o k , Magazin e , E-Book , Mani festo , M ar keti ng S trate gy , A d vertis in g Camp aig n , Adverti sements , Ph oto g rap hy , S o cial Med ia (Faceb o o k, T witter, Instagram, You Tube, V i m e o, V ine , e tc . ) an d 3D A rtifacts . AI MS Un d e rta ke c re ative an d amb itio us res earch beyond the parameters of e ac h the m e . D evelo p a b rief th at tran s cends commerce and c om m o d i ty ac q uis itio n . Examin e th e co n ceptual and aestheti c pote ntial o f d i g i tal co n vergen ce an d th e future self. Innovate , ex pl ore a nd ex p an d tech n ical an d p ers o n al parameters. Create a c on tem p o rary p o rtfo lio p iece fo r p ers o n al promoti on and a curated ex h i bit io n. S how in gen uity , un iq uen es s and make i t memorable.
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REQ UIREMENTS A portfoli o of desi g n s i n vol v i n g a h i g h deg ree of c rea ti ve an d techni cal ski ll and ju sti fi c ati on , i n w h i c h th ere i s a c l ea r reasoned and person a l respon se to th e requ i rem en ts of t h e br i ef . Background researc h an d c on c ept devel opm en t w i l l c l ear l y suppor t the fi nal outcome.
MIND M AP | I D E AS
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SAGME I STER | S T E FA N TAL K Happi ne s s by D e s i g n Fi l m e d Fe b ruary 2 004 · 15:30 0 1: 5 4 “ H owe ve r, I d i d h ave a n umb er o f real mo ments of happi ness i n my l i fe - - o f, yo u k now, I th in k wh at th e co n ference brochure refers to as “ m o m e nts tha t take yo ur b reath away.” And si nce I’ m a bi g li st m ake r, I a c t ual l y lis ted th em all. (Laug h ter) Now, you don’ t have to go th ro u g h the tro ub le o f read in g th em an d I won’ t read them for you. I k now t hat it’s in cred ib ly b o rin g to hear about other people’ s h ap pine s s e s . (L a ug h ter) ” 02:33 “ Wh at I d i d d o, th o ug h is , I actually lo o ked at them from a desi gn s tan d p o i nt and j ust elimin ated all th e o n es that had nothi ng to do w i th d e s ig n. A nd , very s urp ris in g ly, over h alf of them had, actually, s om e t hing to d o with d es ig n . ” NO TE S ag m e i s te r is ex p lain in g h ow h ap p in es s can evoke desi gn and that de s i gn c o u l d b e l ed by h ap p in es s . Th is may be the case as happi ness c re ates a p l ac e o f co mfo rt an d mo tivatio n w here i t becomes a push to l e ad the final d e s ig n . A ls o, h e g ives a tip almost that you should li st al l th e ‘ thing s ’ tha t make yo u h ap py wh ich can ease the selecti on of th e de s ig n b ri e f in relatio n th e Co llid e P roj ect / Bri ef. 07:45 “ M uc h, m uc h m o re d ifficult is th is , wh ere the desi gns actually can e voke hap p i ne s s -- an d I’m go in g to jus t s how you three that actually
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di d thi s for me. Thi s i s a c am pai g n don e by a youn g a r ti st i n N ew York, w ho calls hi m sel f “ Tr ue. ” E ver y body w h o h as r i dden th e N ew York subway system w i l l be fa m i l i a r w i th th ese si g n s? Tr ue pr i n ted hi s ow n versi on of t h ese si g n s. M et ever y Wedn esday at a subway stop w i th 2 0 of hi s f r i en ds. Th ey di v i ded u p th e di fferen t subway l i n es and added thei r ow n ver si on . ( L a ug h ter ) So th i s i s on e. ( L aug h ter ) ” 08:37 “ Now, the way thi s wor ks i n t h e sy stem i s t h at n obody ever l ooks at these si gns. S o you’ re ( L au g h ter ) you ’ re real l y bored i n t h e subway, and you ki nd of stare at som et h i n g . An d i t takes you a w h i l e un t i l i t actually -- you reali z e th a t t h i s sa y s som et h i n g di fferen t th an w h at i t normally says. (L au g h ter ) I m ean , th a t’ s, at l east , h ow i t m ade m e happy. (Laughter) ” NO TE S agmei ster i s show i n g h ow a pi ec e of desi g n l ed by h a ppi n ess c an evoke further happi n ess w h i c h i n ret ur n m oti va tes an d u pl i f ts oth er s to do the same. 12:41 “ You know, one i s: just wor ki n g w i th out pressu re. Th en : wor ki n g concentrated, w i thout bei n g f raz z l ed. Or, as N a n cy sa i d before, l i ke really i mmerse onesel f i n to i t. Tr y n ot to get stuc k doi n g th e sam e thi ng -- or try not get stuc k beh i n d t h e c om pu ter a l l day. Th i s i s, you know, related to i t: gett i n g ou t of t h e st udi o. Th en , of c our se, t r y i n g to, you know, work on th i n g s w h ere t h e c on ten t i s ac tu al l y i m por tan t for me. And bei ng abl e to en joy th e en d resu l ts. ”
NOTE Sag m ei ster i s a l m ost rel a ti n g to th e P rojec t / Br i e f C o lli d e i n way a s h e ex pl ai n s th at use h appi n ess to l ead th e way o f d e s i gn , b e c re at i ve an d don ’ t ju st get stu c k beh i n d t h e sc reen ; c re ate ar ti fac ts e tc . Sag m ei ster u rges u s n ot to c on vey h appi n ess b ut to e vo ke h ap p i n e s s .
CO UP L A ND | D O UG L AS Q &A D ou glas C o u p l and Mis s es H is P re-In tern et Brai n B y J oe B row n , S e p temb er 25 - 2014 , 5:00 AM I n t h e fo re wo rd, you s ay : “I th ou gh t that the Internet was a m et a ph o r fo r life; n ow I th in k l ife is a me taphor for the I n ter n e t .” “ I th i nk the ine v itab ility is th at th ey d o end up bei ng coequal. It’ s h or r i f y ing to thi nk o f fro m an o ld er p ers p ecti ve, but j ust fi ne from a youn g p e rs p e c ti ve. ” Also : “A l a r ge r m editation ... abou t what data and spe e d and o p t ica l w i r i n g a re doin g to u s as a s pecies — about what the I n ter n e t i s do i n g to u s .” Wh at is it doing to us? “ J oe , yo u k now th at can ’t b e an s wered in a few sentences! But at the ve r y l e as t , it’ s ne utrally h o mo gen izin g us as a speci es, w hi le maki ng us al l d ri nk fro m th e s ame waterh o le. ” Thi s i s n o t re a l l y a qu es tion , bu t I boug ht this T-shirt from yo u r mus e um gi ft s h op — “I m is s m y pre-Inte rne t brain.” E ver yo n e l i kes i t an d wan ts to tal k about it. “ B uy m o re . I re al ize th is p as t mo n th th at I don’ t really remember my pre - I n te rne t b rai n . I kn ow wh at I us ed to do and how I di d i t, but I can re m e m b e r how it felt. I th in k th is is b eco mi ng common. ” NO TE Coupl and is ex p l ain in g h ow we s h o uld alm ost j ust accept the new m od e rn d i g i tal world as its in ev itab le; th eres no reason / poi nt to ‘ com p l a i n’ . We s ho uld accep t th e n ew d ig i tal world and embrace i t i n a way. F u rt he rm o re, wh ere h e makes th e p oi nt i n the thi rd questi on,
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“ thi s i s becomi ng c om m on ” , h e i s su ggest i n g t h at ‘th i s’ n ew di g i tal world i s comi ng and c om i n g fast an d w h i c h c an n ot be avoi ded as such.
DE SI G N TH I NKI NG | & M E T HO D O L OG Y AR TI CL E An I n tro d uc t i o n to Des ig n T h in kin g P ro ces s Gui de B y Has s o P l at tne r, In s titute o f Des ig n o f Stanford E MPATH IS E “ E m p athy is t he cen terp iece o f a h uman -centered desi gn process. T h e E m p at hiz e m o d e is th e wo rk yo u d o to understand people, w i thi n th e c o ntex t o f yo ur d es ig n ch allen ge. It is your effort to understand th e way t hey d o t h in g s an d why, th eir p hysi cal and emoti onal needs, h ow t hey thi nk ab o ut wo rld , an d wh at is meani ngful to them. ” NO TE T h i s art i c l e fo c u s es o n h ow d es ig n ers th in k and how thei r processes i s i m p o rta nt. A l s o, H as s o is ultimately explai ni ng w hy generati ng an ‘ un de rs tand i ng ’ in th e p ro ces s o f ‘p ro b lem - solvi ng’ i s i mportant and s h ows how d e s ig ners are ‘b o rn ’ p ro b lem s olvers due to thei r thi nki ng proces s e s . H O W TO EM PATHIS E O BSER VE “ V i ew u s e rs a nd th eir b eh av io r in th e co n text of thei r li ves. As m uc h as p o s s i b l e d o o b s ervatio n s in relevant contexts i n addi ti on to i n te rv i ew s . S o me o f th e mo s t p owerful reali zati ons come from n oti ci ng a d i s c o nn ect b etween wh at s o meone says and w hat he does. O th e rs c o m e fro m a wo rk-aro un d s o meo n e has created w hi ch may be ve r y s urp ri s i ng to yo u as th e d es ig n er, b ut she may not even thi nk to m e n ti o n in c o nve rs atio n . ” E NG AG E “ S om e t im e s we c all th is tech n iq ue ‘in tervi ew i ng’ but i t should really
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feel more li ke a conver sati on . P repare som e quest i on s you ’ d l i ke to ask, but expect to l et th e c on ver sati on dev i a te f rom t h em . Keep t h e conversati on only lo osel y boun ded. E l i c i t stor i es f rom t h e peopl e you talk to, and alwa y s ask “ Why ? ” to un c over deeper m ean i n g . Engagement can com e t h roug h bot h sh or t ‘i n terc ept’ en c oun ter s an d longer scheduled co n ver sat i on s. ” WATCH AND LISTEN “ Certai nly you can, a n d sh oul d, c om bi n e obser va ti on an d engagement. Ask som eon e to sh ow you h ow th ey c om pl ete a task. Have them physi call y go t h roug h t h e steps, an d tal k you th rou g h w hy they are doi ng w h at th ey do. Ask t h em to voc a l i z e w h at ’ s goi n g through thei r mi nd as th ey per for m a task or i n tera c t w i th a n objec t. Have a conversati on i n th e c on tex t of som eon e’ s h om e or wor kpl ac e – so many stori es are em bodi ed i n ar t i fac t s. U se t h e en v i ron m en t to prompt deeper ques ti on s. ” NO TE Here Hasso i s explai n i n g h ow desi g n er s obser ve rel eva n t i ssu es regardi ng thei r part i c ul ar desi g n i ssu e an d i t s h i g h i m por tan c e. Furthermore, he i s ex pl ai n i n g h ow desi g n er s obser vati on ski l l s creates a general un der stan di n g of som e m a tter, w h i c h en abl es t h e desi gner to connect w i t h t h e task a h an d. Ha sso al so goes i n to th e topi c of engagement , w h i c h desi g n er s c on n ec t n ot on l y th roug h secondary research but al so pr i m ar y, w h ere you see desi g n er s come face to face w i th th e task a t h an d. Th i s ul ti m atel y i n c reases the know ledge of ‘ tasks’ , but al so gen erates a g rea t deal of understandi ng i n th e way ‘peopl e’ th i n k an d t h e val ues t h ey h ol d. DEFINE
“ Defi n i n g t h e probl em sh oul d prov i de foc u s an d f ra m i n g th e p ro b le m , In spi res your team , In for m s c r i ter i a for eva l uat i n g c o m p e ti n g i d e as , E m power s you r team to m ake dec i si on s i n de p e n d e n t ly i n p aralle l , C aptu res t h e h ear ts an d m i n ds of peopl e you me e t an d S ave s yo u f rom th e i m possi bl e ta sk of devel opi n g c on c e p ts th a t a re all th i n gs to a l l peopl e ( i . e. you r probl em statem en t sh o u ld b e d i s c re te , n o t broad. ) . NOTE U l ti m atel y, w h at t h e ‘defi n e’ c reates; i s c l ar ity a n d fo c u s to t h e desi g n spac e. It i s a respon si bi l i t y an d a c h anc e to d e fi n e t h e c h a l l en ge you are taki n g on , based on w h at yo u h ave le ar n e d ab o ut your user an d a bout t h e c on tex t. Th e goa l of th e ‘ d e fi n e ’ p ro c e s s i s to c rea te a m ean i n g f ul an d a c ti on abl e probl em s tate me n t – t h i s i s w h at we m i g h t c al l a poi n t - of - v i ew . Th i s sho u ld b e a gui d i n g statem en t t h at foc u ses on i n si g h ts an d n eeds o f a p ar ti c ular u s e r, o r c om posi te c h arac ter TE ST P u t you r desi g n i n t h e u ser ’ s ‘h a n ds’ – or you r u s e r wi th i n a n ex per i en c e, to test th ei r i n ter pretati on s an d i n te rac t i o n wh i c h b ui ld a st ron g eval ua ti on testi n g am on g st a var i ety o f ‘ p ro to ty p e s ’. NOTE Test i n g en abl es th e desi g n er to refi n e prototy p e s a n d s o luti o n s . Som eti m es i t does m ean goi n g bac k to t h e drawi n g b o ard .
INITI A L I D EA S | BR E AK D O W N I DE A I m ad e a c o m b i na tio n o f b ein g s ucces s ful as 10 years dow n the li ne an d b e i ng s ucc e s s ful mean in g b eco min g ‘ri ch’ w hi ch can lead to h ap pine s s . A l s o s ocial med ia wo uld b e a tool w hi ch uses the i nternet to com m u nic ate t h e mes s age h ow to b eco m e successful w hi ch i n thi s c as e wo ul d b e e arn in g mo n ey.
O UTCO MES Infographi c.
CR E ATE A C a m pai g n push ed t h roug h stron g m ar ket i n g .
CO NCERNS The concept seems to be qui te l i m i ted w h ere I c a n n ot see i t ex pan d and therefore shoul d be sta ti on ed.
CR E AT E A Camp ai g n S trateg y.
IDEA I have combi ned the th em es ( t h e f ut ure, n ew di g i tal age, soc i al m edi a and happi ness) to gen erate an i dea / br i ef . I star ted off by w h a t I wanted be 10 years dow n th e l i n e an d I c om bi n ed h appi n ess w i t h i n thi s concept; came u p w i t h bei n g succ essf ul i n ter m s of gen erati n g i ncome, fortune and ea r n i n g respec t th roug h t h i s. In ter m s of di gi tal age, you cann ot exc l ude th e ‘i n ter n et ’ w h i c h I ex trac ted t h e i nformati on from th e Q & A w i th Dou g l as C oupl an d w h ere h e ex pl a i n s we should j ust acce pt t h e f ut ure / n ew di g i tal a ge w h ere t h e i n ter n et i s j ust ‘ there’ and we sh ou l d ju st em brac e i t an d use i t f ul fi l l our dai ly occurrences. A l so, soc i al m edi a i s n ow a ‘bi g th i n g ’ an d i s n ow trendi ng w here thi s i s th e m ai n pl at for m for c om m u n i c ati on . Th i s i nterli nks w i th the i dea a s t h e i n ter n et an d c om m un i c a ti on i s used to create the / my future to bec om e succ essf ul i n ter m s of for t un e a n d respect. What thi s l ed m e, i s th e n ew tren d of eC om m erc e ( On l i n e shoppi ng) - and thi s u l ti m a tel y c om bi n es a l l t h e key t h em es a n d my i deas behi nd them. Wi th my desi g n t h i n ki n g proc ess, I h ave dec i ded to generate i nformat i on w h i c h w i l l h el p / m oti va te / i n spi re ot h er s w ho may or may not h ave si m i l a r i deas, w h i c h w i l l c reate t h e ‘steps to success’ (w i thi n eC om m erc e)
OU TCOME S B eh av i ou ral m ar ket i n g , i n for m at i on al m a r ket i n g , E d uc a ti o n a l m ar ket i n g , soc i al c am pai g n , pay per c l i c k , We b b a n n e r s / i c o n / ro ll up , Tabl e Tal ker s , Poster s , M obi l e App , We b s i te , Bi llb o ard .
O U TCOM ES D i ffe re nt m arke tin g s ch emes an d als o in fo rmati onal pi eces. CO NCERNS ‘ S ucc e s s ’ has d i fferen t aven ues an d th erefore cannot be li mi ted to jus t earni ng a fo rtun e gen erally as th is would be i denti fi ed as false / brainwa s hi ng info rmatio n an d th erefo re would be neglected. Thi s m ake s t hi s id e a a ‘n o go ’ co n cep t. I DE A I star te d o ff w i t h o n e o f th e as p ects wh at may be 10 years dow n th e l i n e , w he re p i eces o f wo rk will in s p ire others and makes them h ap py Fo r ex am p l e, in th e wo rkp lace, walki ng up the stai rcase; a m oti vat io na l p i e c e o f artwo rk co uld p laced i n areas such as these ‘ d u l l ’ / ‘ b o ring ’ p laces to liven up th e area and help boost producti on, an d jus t the l ive l y atmo s p h ere. CR E AT E M oti vatio nal P i e c e
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CONCE R NS ‘Th e Idea To Ta ke For ward’ .
MIL L E R | TYR US PA P E R ‘ S i tuat ing I m age s ’ - P h o to g rap hy, writin g and ci nema i n th e wo rk o f G u y Deb o rd . W r i tte n by T y rus Miller, 2013 “M E D IATED BY IMAGE S ’ I star te d to anno ta te th e p iece o f text wh ere I sought to see ‘ key word s ’ w hic h e na bled me to ‘d ecip h er’ in a way to see w hat the text was re l at ing toward s in relatio n to th e themes for the ‘ Colli de’ br i e f . Key te rm s fro m wh ich I fo un d o f s o m e i nterest: ‘ S oci al’ , ‘ D e vel o p m e nts ’ , ‘ Pro p o s itio n ’, “Med iated by i mages” . From my an al ys at i o n o f t he text I can co n clud e up on the fact that soci al re l ati o ns is m e d i ated th ro ug h images . In o ur modern day soci ety, we c an s ay tha t the images o f to d ay o r als o know n as adverti sements / advert is i ng is al l aro un d us an d add in g to the effect of ‘ i magi nary tr uth ’ . NO TE Fur th e rm o re , fro m d etailed an alys is o f th e text, w hat Tyrus Mi ller ex pos e s , is tha t c o mp lex p o litical id eas can be represented j ust th roug h im age ry. We can als o s ay th at mo dern li fe i s goi ng to be m e di a te d by im a ges , fo r examp le, s o cial m edi a platforms such as Fac e b o o k , T w itte r, Sn ap ch at , etc. Co mmuni cati on through i mages an d th at how yo u med iate s o cial relatio n s , e. g. Facebook, Tw i tter, e tc. U l ti m ate l y, d es ig n ed images / v is ual c ommuni cati on w hen tack l i ng the ‘ C o l l id e’ b rief n eed s to b e clear and si mple, to ensure th at the c o rre c t mes s ages an d p lan n ed in terpretati ons come across e ffe ct ive l y.
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JOSHUA | DAV I S PA P E R ‘ T h e Powe r o f C o nfus io n ’ - F las h to th e co re: An i nteracti ve s ke tch b o o k . W r i tte n by, J o s hu a Dav is , 2003 “I T I S M ORE REWAR D ING TO E XPLOR E THAN TO REACH CO NCL U S I ON; M O R E S ATIS FYING TO WONDER THAN TO KNO W AND MOR E EX CITING TO S E AR CH TH AN TO STAY PUT” T h i s p as s a ge g i ve s th e in d icatio n o r relation to technology and how i t m ay re s t ri c t us fro m ‘fin d in g ’ o urs elves . Thi s i s almost a mi ssi on s tate m e nt . U l ti m ately, in th e ‘p ap er’, Jo s h ua i s relati ng to ‘ Adobe Fl as h ’ how thi s new tech n o lo g y can create complexi ty and thi s i s re fe r ri ng to o ur future; to d ay. NO TE T h i s p ie c e o f tex t h elp s me to un d ers tan d w hat the future may be c ome o r w hat it actually is an d th is me to further deci de upon the key the m e ; the fu ture an d s o cial en v iro n ment; the ‘ paper’ helps me to u n d e rs tand t hat th e future tech n o lo g y does not help i n creati ng c om p l ex it y, b u t als o creatin g res trictio n s for ourselves. Furthermore, th e pap e r a l s o s u gges ts th at my d es ig n in thi s bri ef needs to be s i m p l e and c o m m un icatio n wis e effective.
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STRATE G Y | D RAF T P R O BL EM L i st o f p ro b l e m s ; co uld b e p o litical, s o ical or / and economi cal and th i s c o ul d have a lo n g / s h o rt term affect on onli ne busi nesses and anyone o r a ny t hi n g as co iated with it (eCo mmerce). G OA L D e fi n e a p ro b l e m wh ere it n eed s res o lv in g . Identi fy, the wehereabout of th e p ro b l e m and th e b es t to tackle it. SI TUATION Fac tors V U L NER A B I L I TY Con cerns , Ethi c s , A ud ien ce , Po litical , Soci al envi ronment , L e ve rage ? , I nte ntio n , SU P P OR TER S S am e id e o l o g ie s PA R TICIPATI ONS He l p o f d i ffe re nt marketin g tech n iq ues .
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‘PROBL E M ’ | STR AT E G Y WHAT W i th eC o m m e rc e , th ere ‘s eems ’ to b e a ma j or play of poli ti cs, as e Com m e rc e is no t a p latfo rm fo r jus t lo cal, but i ncludes uni versal us e r s a nd the re fo re, in creas es eth ical is s ues. Thi s leads to the one m ai n p ro b l e m s , w hich is trus t an d many interpretati ons of eCommerce i s s u c h t hat t he re is a trus t is s ue. Th is v iew of eCommerce i s strong an d on the inc re a se. Th is is o n e o f th e main problem w hi ch can be re c og ni s e d . H er b Ko l l a , U S A “ e B ay ap p re c iate s th e fact th at yo u ch o s e to li st your aucti on w i th us . Unfo rt una te l y yo ur auctio n was in v io lati on of one or more of our l i sti n g p o l i c ie s . T herefo re, we h ave en d ed thi s aucti on and all fees h ave b e e n c re d i te d to yo ur acco un t. Items from embargoed countri es, s u c h a s C u b a , a re n o t allowed to b e lis ted on eBay. We reali z e that you m ay no t have b een aware o f th is p o licy, so we are taki ng thi s op por tu nit y to inform yo u. ” “ e B ay au c t i o n s i te b an s all s ales o f articles produced i n Cuba. Pol i ti c s as us ua l - o n lin e! ” ( B B C N EW S : E-c o mmerce: Will it ch an ge your li fe? - Wednesday, 2 3 Fe br uary, 2 000, 14 :30 G MT )
e-commerce i s getti n g th e stu ff del i vered. Th e c om pan i es a l l seem to use couri ers w ho del i ver du r i n g th e day, w h en m ost peopl e are out at work. I seem to e n d up t rekki n g out to an i n dustr i al estate on th e other si de of tow n to c ol l ec t th i n g s. ” (BBC NEWS : E-comm erc e: Wi l l i t c h an ge your l i fe? - Wedn esday, 23 February, 2 000, 14:30 G MT) PO SITIVE Alan Farrar, In Rus s i a “ I li ve i n Russi a. I fou n d Am a z on a few m on t h s ago - i t h as c h an ged my li fe! I can now b uy books an d h ave th em del i vered i n a few weeks (shortest ti me, 7 da y s) . Th e books I bu y are on es I c ou l dn ’ t fi n d on the shelves of large good booksh ops i n E n g l an d. I h ave been abl e to research areas I have wan ted to researc h for year s. It h as i m proved my work performanc e a n d th e en joy m en t I get f rom l i fe. I h ave been able to send flowers an d c h oc ol ates ( i n c l udi n g a l ate C h r i stm as present) to relati ons i n th e U K a n d books to f r i en ds al l over th e world. ” “ Long li ve e-comm erc e! ” (BBC NEWS : E-comm erc e: Wi l l i t c h an ge your l i fe? - Wedn esday, 23 February, 2 000, 14:30 G MT)
H enk de Jo n g, Ne w Zeal an d “ We are try i ng to s ell o ur kiln s o n th e n et but so far people are not re al l y go i ng fo r it . T h e lo cal agen t is much more safer, I guess. ” ( B B C N EW S : E-c o mmerce: Will it ch an ge your li fe? - Wednesday, 2 3 Fe br uary, 2 000, 14 :30 G MT )
Er mias, USA “ There i s no doubt i n my m i n d t h at e- c om m erc e w i l l be t h e wave of the future. It’ s easy ( my g ran dm a c oul d do i t ) , getti n g c h eaper an d most of all i t saves th e h a ssl e of dr i v i n g to th e m al l . ” (BBC NEWS : E-comm erc e: Wi l l i t c h an ge your l i fe? - Wedn esday, 23 February, 2 000, 14:30 G MT)
Kevi n , En gl a n d “ T h i s m ay s o u nd a b it mun d an e, b ut I fin d a bi g problem w i th
NO TE From the above rese arc h h el d l ooki n g n ot on l y i n t h e U K bu t
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un i ver sal , w h i c h m akes i t m ore rel evan t an d als o m ake s i t valu ab le . Al so, f rom my fi n di n g s, i t c an be sai d th a t u l t i m ate ly t h e re i s a ‘ t r us t i ssue’ w i th eC om m erc e , bu t h owever w i th some o n li n e s h o p s th e re h as been a posi ti ve ou tl ook as f rom th e ben efi ts o f e C o m me rc e h as been f ul l y ex posed. On e of th e m a i n sol uti on to tac k li n g t h e i s s ue , i s by l ooki n g a t t h e i n i t i a l fou n dat i on of th e o n li n e s h o p s - lo o k i n g at t h e Desi g n - w h i c h w i l l en abl e to seek out wh at t h e o n li n e s h o p s ’ prom ote a n d be seen as.
‘S TR ATE G Y’ | PRO B L EM HOW DE SI GN
( ww w . e m arke te e r.co m) L oad i n g tim e s a re b eco min g s lower s o in order to deli ver a great fi rst i m p re s s i o n o n b o th d es kto p an d mo b ile ver si ons of your websi te, foc u s o n p rov i d i ng a fas t us er exp erien ce. A websi te vi si tor w i ll us ual l y d e c i d e w heth er to s tay o n yo ur websi te or leave w i thi n the fi r s t 1 5 s e c o nd s . Th is mean s h av in g g reat vi suals, great content, l i n k s t hat ac t ual l y wo rk an d reas o n ab le lo a di ng ti mes between pages. Fur th e rm o re , k nowin g th at us ers will make up thei r mi nd i n around 15 s e c on d s , the we b s ite n eed s to s h ow its trustworthi ness.
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TARG E TS / G OA L | S T RAT EG Y ADDR ES S Re as s u re t rus t , P ro fes s io n alis m , ‘Well Desi gned’ , Qui ck Load Ti me NE E D N e e d to c re ate artwo rk to s h ow effective process of a successful e Com m e rc e b us i nes s . T h is artwo rk will p romote reassurance w i th any i n te r p re ta ti o ns that h ave b een fo un d ed in the ‘ research’ . P R O FES S I ONA L IS M Custo m e rs are go in g to b e co n cern ed ab o ut the legi ti macy of your bus i n e s s , if yo u r s ite d es ig n lo o ks ug ly an d unprofessi onal, you’ re l i ke l y to l o s e a l a rge p ercen tage o f us ers and experi ence a hi gh boun c e ra te . H owever, if yo ur s ite lo o ks p rofessi onal, w i th hi ghde fi n i t io n g rap hi c s an d us er-frien d ly n av igati on, vi si tors w i ll sti ck arou n d to ex p l o re th e s ite furth er. W h i l e firs t im p re s s io n s are imp o rtan t in any type of busi ness, they are e ve n m o re im p o rtan t fo r o n lin e s to res . That’ s w hy i t’ s cruci al to take t he t im e to create a co mp ellin g an d aestheti cally pleasi ng de s i gn - it ’ s b e s t to h ire a p ro fes s io n al Web desi gner. B R A ND I D ENTI T Y O n c e p ro s p e c ti ve cus to mers h ave a certain level of i nterest i n your p ro d u c ts o r s erv ices , many will wan t to know more about your b us i ne s s a nd co mp any culture. T h e s i te needs to promote i ts u niq u e ne s s - n eed to co n s id er th e in d ustry context. People do bus i n e s s w i th tho se th ey like, kn ow, an d tr ust. It’ s much easi er to l i ke , know, and trus t a p ers o n b eh in d th e brand, rather than a brand i tse l f .
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PRIVACY Need to prove and prom ote th at c ustom er s’ pr i vate data w i l l rem ai n secure w hen they do bu si n ess w i t h you. P r i vacy pol i c i es prov i de a bri ef statement say i n g th at you won ’ t sh are any pr i vate i n for m a ti on li ke customer name, address, fi n an c i a l rec ords, c redi t i n for m ati on , etc. SO CIAL W i th si gni fi cant foll ow i n g on soc i a l m edi a c a n h el p g reat l y - Si n c e many people assess t h e c redi bi l i t y of a bu si n ess based on i ts populari ty on soci al m edi a n et wor ks, th i s c an be a h u ge a dvan tage for bui ldi ng trust - N eed to use ea sy l i n ks to your key soc i al m edi a accounts, and share button s t h at m a ke i t si m pl e for v i si tor s to sh are your content. Thi s i s a l so an ot h er wa y to h el p bu i l d c redi bi l i t y an d trust. SECURE There should be hi g h l evel of sec ur i ty of th e tran sa c ti on en sur i n g t h at the payment i s reli abl e an d rem ai n s c ur ren t on th e l atest sec ur i t y technology i s extrem el y i m por tan t . Pa y Pal an d Str i pe are rec og n i z ed brands that most cu stom er s w i l l feel c om for tabl e w i th . NO TE Bui ldi ng trust w i th poten ti al c ustom er s i s an i m por tan t step for ever y onli ne retai ler to ta ke. E ven i f you don ’ t h ave a bra n d th at stan ds on i ts ow n yet, employ i n g si m pl e si g n al s c a n h el p prove to your f ut ure and customers that your busi n ess i s t r u stwor thy an d l eg i t i m ate.
V ULNE R A B I L I TY | S T R AT EG Y DE F I NE Vul n erab i l it y is a weakn es s wh ich allow s an attacker to reduce a s yste m ’ s info rm atio n as s uran ce. Vuln erab i li ty i s the i ntersecti on of th re e e l e m e nt s : a s ys tem s us cep tib ility or flaw, attacker access to th e fl aw, and attacker cap ab ility to exp loi t the flaw . To exploi t a vu l n erab il ity, an attacker mus t h ave at lea st one appli cable tool or te ch ni q ue that c a n co n n ect to a s ys tem weakness. V U L NER A B I L I TY T h e i n te rne t is a p latfo rm wh ere th ere is a hi gher chance of ‘ attacks’ , an d th e m o re int rus ive an attack is , th e more li kely i t i s that any attack w i l l have s i g n ifican t co n s eq uen ces for the fi nanci al health of th at firm . E THI CS E th i cs is b as e d o n p ers o n al b eliefs , mo rals, and appropri ate behavi or ( Ch affey, 2 009 , p. 209 ). T rus t an d co mmuni cati on are essenti al i n e s tab l i s hing a p e r s o n al o r p ro fes s io n al relati onshi p. Consumers trust th at the e l e c tro ni c in fo rmatio n o n retailers’ websi tes i s accurate about p ro d u c t s / s erv ices an d cred it card n umbers are protected i n on l i n e p urc has e t ran s actio n s (Des ai & Embse, 2 008; Ki m & Tadi si na, 20 0 7 ) . A s s ta te d by Peters an d Brad b ard (2010), “The Center for D is e as e C o ntro l id en tifies fo ur typ es o f di sabi li ti es (vi sual, au di to ry, c o g nit ive, an d mo to r) th at are es peci ally relevant to web acce s s i b i l it y ” (p. 207). AU DIENC E D ur i ng t he ini t ial s tages o f b uild in g an eCommerce si te, you want to foc us o n b uil d i n g a taxo n o my to catego ri se your expandi ng c on tr i b u tio ns . T his is will h elp d eliver a b etter user experi ence.
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NO TE Ulti mately, we can see th at t h e v ul n erabi l i ti es i n eC om m erc e al l l i es i n the actual desi gn an d t h i n ki n g proc ess of t h e i n i t i al set up of t h e onli ne shoppi ng exp er i en c e.
SUPP O R TE R S | S T RAT E G Y I DE O LOG I ES L I Q UID L I G H T T h i s i s we b d e s ig n agen cy wh o h ave a very si mi lar i deology as myself; to e n s u re and p ro mo te th at th e actual th inki ng and desi gni ng process be fore t he s tart up o f an eCo mmerce is cruci al.
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IDEO LO GIES WEB HEADS Thi s i s web desi gn agen cy based i n L on don a n d h ave a m ore ex ten si ve i dea on how to make ‘L on don ’ even bu si er w i t h t h e effec t i ve desi g n of eCommerce.
I D E OL OG I E S R AW NE T Th i s i s an agen cy w h o spec i al i se i n prom oti n g c o mmu n i c ati o n wi t h i n th e di g i ta l wor l d; sh a pi n g an d ex pa n di n g th e i n d us t r y. R awn e t , a ls o su ggest s t h e i dea of c rea ti n g a t ren d; bu i l di ng a U S P.
PARTI CI PATION | S T RAT EG Y AI M T h e ai m is to ge t p eo p le p articip atin g in s mall easy steps / bui ld s om e s o rt o f inte res t - th at b uild s ‘s ucces s’ and confi dence and ke e ps p e o p l e in mo tio n . HOW M AR K ETI NG AF F I LIATE Affi l i a te m arke ti ng tactics are us ed mo s t f requently by onli ne re tai l e rs . T hey (b us in es s es ) us e mo s tly th e Internet as a platform w h i c h a l l ow s b us i n es s es mo re o p p o rtun ities to connect w i th a h i g h vari e t y o f c o n s umers . U n fo rtun ately, the Internet i s also an ex tre m e l y “ no i s y ” en v iro n men t, wh ere co n sumers are bombarded w i th adve r t is e m e nts fro m a variety o f d irectio n s from untrusted sources. Hop i n g to c ut t hroug h s o me o f th is n o is e, many busi nesses enter i nto affi l i a te p art ne rs hip s , wh ere a web s ite ad verti ses the busi ness for c om m is s io n. T he s e tactics allow b us in es s es to enter i nto partnershi ps w i th t ru s te d s o u rces wh o market th e b us iness. Instead of payi ng a se t p ri c e fo r a c ertain ad p erio d , co mp ani es pay by performance for affil ia te c am p aig n s , g iv in g many n ewer busi nesses a cheaper al te r n ative to trad itio n al marketin g ro utes . B E HAVI OU R A L To f urthe r p us h th e marketin g s ch eme b eh avi oural marketi ng te ch ni q ue s c an b e us ed alo n g s id e affiliative marketi ng as the i nternet i s a ‘ no is y ’ e nv iro n men t - a b us in es s can be further ‘ heard’ through be h av i o ural targe t in g . It is wh ere th e b eh avi or of onli ne users i s used to d e te rm i ne w hich ad s th o s e us ers will s ee next and therefore allow s th e bus i ne s s to reach a mo re recep tive audi ence.
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CO NTEXTUAL It i s an onli ne marketi n g tool t h at prov i des targeted adver t i si n g based upon user i nformati on , su c h as t h e searc h ter m s th ey ’ re usi n g or recent web-brow si ng ac ti v i t y. Th e goal i s to presen t ads to c ustom er s representi ng produc t s an d ser v i c es t h ey are al ready i n terested i n . INFO RMATIO NAL The mai n obj ecti ve of a n i n for m at i on al m a r ket i n g st ra teg y i s to c a tc h the attenti on of those w h o are ei th er al ready i n terested i n w h a t t h e product / servi ce has to offer, or m ay bec om e i n terested on c e th ey learn ‘ these’ new fa c t s. Th e In ter n et i s dom i n ated by i n for m ati on al marketi ng, but i t’ s n ot th e on l y pl ac e to fi n d i t . E ver y th i n g f rom brochures to bi llboards c a n sh ow i n for m at i on a l m ar ket i n g as a tac ti c to catch an audi enc e’ s atten ti on . Th e prac t i c e i s m ore c om m on on the Internet because of h ow easy i t i s to searc h for i n for m ati on abou t speci fi c topi cs onlin e. PAY PER CLICK Pay-per-cli ck (PPC) i s a m et h od of pu rc h a si n g targeted adver t i si n g space on Internet pl at for m s t h at takes advan tage of pr i m e searc h terms. Adverti sers pa y th e ow n er s of a web spac e, suc h as a sea rc h engi ne results page or a spec i fi c webpa ge, a c er tai n am oun t of m on ey each ti me an Internet u ser c l i c ks on t h ei r spec i fi c ad. B usi n ess ow ners are attracte d to pa y - per - c l i c k m ar ket i n g bec a use i t c an be hi ghly effecti ve at a l ow c ost. P P C al l ow s a busi n ess to reac h peopl e w ho are li kely to al ready be i n terested i n w h at th e busi n ess sel l s, because many PPC adver ti sem en t s on l y a ppear on websi tes an d search engi ne resul t s pages t h at are rel ated to th e produc t / ser v i c e.
OU TD OOR Ou tdoor m ar keti n g , qu i te si m pl y, i s m ar keti n g c o n d uc te d o utd o o r s . B i l l boards— w h eth er pr i n t or di g i tal . E ven t h ough b i llb o ard s c o mp r i s e n ear l y two- t h i rds of al l outdoor adver t i si n g , th e fi e ld ( o r wa ll, or ben c h ) i s w i de open . E spec i al l y i n ur ban are a s , p u b li c - t ra n s i t c om m u ter s a re pr i m e target s for outdoor m ar ke t i n g c amp a i gn s ; m ar keter s f requ en tl y adver t i se produc t s or se r vi c e s o n b us e s , b us stops, trai n , t rai n stati on s, tax i s, etc . NOTE U l ti m atel y, t h e m ai n ty pe of m a r keti n g i s t h e we b, f ro m lo o k i n g at th e researc h c on duc ted. My ar twor k n eeds to b e d e s i gn e d fo r all ty pes of pl a tfor m s, w h eth er i t m ay be for outd o o r o r o n t h e we b as my m ar ket i n g strateg y w i l l be c om bi n at i on of both . Fo r we b mar ke ti n g, th e use of ban n er ads a n d oth er g raph i c al adve r ti s e m e n t s to mar ke t produ c t s on l i n e w i l l be used al on g si de soc i al m e d i a ma r ke ti n g; U s i n g si tes l i ke Fac ebook an d Tw i tter to c on n ec t w it h c u s to m e r s an d p us h affi l i a te m ar ket i n g , w h ere wor ki n g w i th oth er b us i n e s s e s , to make i t easi er for c on sum er s to sh op for produc ts on l i n e ( e . g. p a y p e r c li c k , etc . ) . In ter m s of outdoor m ar ket i n g , ar twor k( s ) p ro d uc e d i n th e ‘c ol l i de’ br i ef w i l l be a bl e to si t i n bi l l boards, p o s te r s . F ur t h e r mo re , to c reate a ‘bu z z ’ , soc i al m ar ket i n g m ust be e s tab li s h e d an d p u s h e d . To a c h i eve th i s, som e sor t of desi g n / a r twor k wi ll n e e d to b e produ c ed to tren d i n t h e soc i al en v i ron m en t .
JUSTI N TR A N | RE S E AR C H STY L E T h e s t ye l o f d e s ig n is very d etailed , yet s imple i n terms of the te ch ni c a l p ro c e s s . Th e us e o f co lo ur is s uch w here i t i s eye catchi ng, but als o s i m p l e . Th e d es ig n als o in terlin ks w i th flat desi gn.
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STUAR T H OL M ES | RE S EA R C H STY L E T h e f lat ve c to r s t y le o f d es ig n is d efin ietly taki ng note of as the work i s re al l y e nhanc e d us in g textures us ed withi n the flat colours to gi ve th e wo rk s o m e d e pth .
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L INE I L L US T R ATION | R ES EA R C H L I NE I L L U S T RATION J us t a s i ng l e s tro ke weig h t can b e us ed to create i ntri cate patterns an d rec o g nis ab l e d rawin g s with b as ic geo metri c shapes. The s i m p l i c it y o f the d es ig n en h an ces th e th e strength of the message. T h e f lat d e s ig n / lin e illus tratio n s tyle o f desi gn w i ll be benefi ci al w h e n c re ating t he fin al artwo rk. Th e s imp li cty of the desi gn w i ll c om m u nic a te t he mes s ages clear an d effecti ve.
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E DUCATI O NA L | M ARK E T I N G WHAT E d u c at i o nal - b as ed marketin g is a p owerful marketi ng strategy that e s tab l i s he s trus t an d cred ib ility us in g ed ucati onal messages. WHY Cl i e n ts that s e e k to d evelo p a relatio n s h ip of trust by deli veri ng a n on - t hre ate ni ng ed ucatio n al mes s age will posi ti on themselves as th e i r p ro s p e c t’ s fi rs t ch o ice fro m wh ich to buy your product / servi ce.
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E DUCATI O NA L | M ARK E T I N G WHO LE F OOD S W h ol e Fo o d s has th e up p er h an d s imp ly b ecause of the nature of i ts prod u c t , a nd t he in teres ts o f its s h o p p ers , but the healthy organi c food i t o ffe rs is n’ t en o ug h to make Wh o le Foods uni que. They share de l i ci o u s re c ip e s alo n g with s tun n in g p h o tos of i ngredi ents, ti ps to ke e p yo ur k id s he althy, an d s p o tlig h ts o n new local vendors. To take th e e d u c atio nal value o n e s tep furth er, Whole Foods puts posters arou n d the i r s to res exp lain in g th in g s like updated sustai nable s e afoo d s afe ty l is ts , an d th e s o urce an d taste of the di fferent types of m us hro o m s they o ffer.
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PL AYI NG CA R D S | ED UCATI O N A L WHAT I wi l l b e u s ing t he ed ucatio n al marketin g strategy as I need to change th e pe rs p e c t i ve o f us ers ab o ut eco mmerce. The most effefti ve way of d oi ng thi s is t h ro ug h ed ucatio n al mes s ages regardi ng ecommerce, w h ci h he l p s us e rs un d erats n d th e p ro ces s es w i thi n ecommerce from th e de s ig ne rs s i d e an d th e clien ts s id e. T h i s helps to reduce the ‘ gap’ re gard i ng c o m m u nicatio n b etween th e d es i gner and cli ent. P L AY ING CA R D S I wi l l b e c re ating p layin g card s (52 card s ) w hci h w i ll w i ll ahve i n tota l 5 2 fac t s / mus t kn ow / tip s ab o ut creati ng a successful e c om m e rc e . T he p layin g card s act as a s o ci al catalyst, w hch not al s o w id e ns t he aud ien ce o f th e mes s age but also strengthens th e m e s s a ge . T he p layin g s card s can b e p laced i n educati onal i n s i ti t ut i o ns s uc h as h ig h s ch o o ls , co lleges, uni versi rti es, li brari es, but als o m e e ting s . T h is s tren g th en s th e commui ncati on between a d e s i g ne r and c l ien t by creatin g un d ers tandi ng of ecommerce k n owl e d ge .
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SK E TCHE S | I N I T I AL
I h ave c reated a few sketc h es i n rel a ti on to t h e i n fo r m ati o n ab o ut eC om m erc e t h at I w i l l open up abou t. Th ese s ke tc h e s h e lp m e to v i su al i se th e i n for m a ti on as wel l as pi c k o u t wh at th e b e s t v i su al i sati on for eac h pl ay i n g c ard ( w i th i t s own i n fo r mat i o n ab o ut eC om m erc e) . F u r th er m ore, I h ave out l i n ed t h e s i z e d i m e n s i o n s fo r th e poker c ards an d a l so m ade a n i n terest i n c reat i n g a b ox ( p ac k agi n g) for th e box al so.
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SK E TCHE S | STAG E 2
N ex t , I h ave fi n al i sed t h e i l l ust ra ti on desi g n s fo r e ac h p lay i n g c ard . F ur t h er m ore, I h ave dec i ded w h ere th e di ffere n t i llus trat i o n s wi ll b e posi t i oed on w h i c h pl a y i n g c ard.
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SK E TCHE S | STAG E 3
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES For all the il l u s tratio n s th at will b e p ut o n to the playi ng cards, the typ i cal s ta ge s , was firs tly s can th e s ketch es and then use adobe i l l ustrato r to d i g i talis e th e d es ig n s us in g the mostly the pen tool.
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES To create t he d i g i tal artwo rk, I us ed th e p en tool i n adobe i llustartor as b e fo re , b u t w hils t als o us in g th e p en tool aIso used the reflect tool al ow to ke e p all wo rk in p ro p o rtio n .
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES To create t he d i g i tal artwo rk, I us ed th e p en tool i n adobe i llustartor as b e fo re , howe ve r, I als o s tarted to us e the shape bui lder tool as al ot o f o ut l i ne s hap es are us ed . T h is en s ures correct proporti ons.
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES To create t he d i g i tal artwo rk, I us ed ad o b e i llustrator as usual, but al s o e ns ure d t hat a certain s tyle was co n s i stent throughout the de s i gn s . T he c o ns is ten t s tyle was d etailed li ne i llustrati on.
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES To create t he d i g i tal artwo rk, I us ed ad o b e i llustrator as usual, but als o e ns ure d th at all as p es cts o f th e desi gns were taken i nto c on s i d e rat io n, s uch as s h ad ows an d th e effects i t has on colours.
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES To create t he l o go, I s tarted o ff with s ketc hes and then sketched out w h at t he l o go wo uld like an d th e s urro un d i ng i lllustrati on to create th e vi s ua l fo r the b ack s id e o f th e p layin g cards.
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IllUSTR ATIONS | DE V E L O P M EN T STAG ES T h e l o go was go in g to b e p laced o n th e b ac k of the playi ng cards, th e re fo re fu rt he r illus tratio n s were n eed to create a detai led i l l ustrate d d e s ig n fo r th e b ack o f th e p layi ngs cards.
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PL AYI NG CA R D S | PRI N T I N G SE TUP I p u t t he 4 s u it s o f th e p layin g card s as s eperate 4 i llustrator fi les al on g s i d e t he b ac k d es ig n s o f th e card s . Thi s allow s double si ded pr i n ti ng .
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PL AYI NG CA R D S | PRI N T I N G P R I NT To te s t t he p l ay ing card s fo r q uality an d any fi nal checks i s best ex pos e d w he n p ri n ted o ut.
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CARD PACKAG ING | D E V E L O P M EN T STAG ES To go the ‘ ex tra mile’ I wan ted to d es ig n the packagi ng for the c ards to c re a te th e wh o le ‘p ackage’. T h e packagi ng w i ll also i nclude de tai le d il l us t ratio n s , wh ere ad o b e illus trator w i ll be used.
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CARD PACKAG ING | PRINTING
FRONT
P R I NT S ETU P To e n s u re t hat the p ackag in g d es ig n matched the i ni ti al i llustrati ons an d th at is was th e b es t o f q uality an d p rinted the packagi ng.
TOP
LEFT
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PL AYI NG CA R D S | P HOT O SH OOT P HO TOS Af te r t he p l ay ing card s an d th e p ackag in g was pri nted out and put toge the r. I t wa s l eft fo r a p h o to s h o o t, to document the vi sual pi eces of th e b ri e f o utc o me.
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DIGITA L O U TC OM E | PLAN ANI M ATI ON T h e be s t p l an o f actio n in creatin g a d ig ital outcome would be to c re ate a s m al l ani matio n as th is relates to my research regardi ng di ffe re nt ty p e s o f marketin g - s p ecifically soci al marketi ng. SO CI A L M A R KETI NG T h e anim a tio n that I will create will h ave a short durati on as the an i m a tio n c a n then b e p laced o n d ifferen t soci al platforms, such as you tub e , ins tg ra m, s n ap ch at etc. STY L E T h e s t y l e o f the a n imatio n , will h ave a co nsi stent style of the pl ayi ng c ard s . T his will h elp an d aid to s trengthen the message as c on s i s te ncy c re ates a memo ry an d creates a bi g i mpact i n terms of g i vvi ng o u t a m e s sage. CO NTEX T T h e anim a tio n w i l l in clud e th e v is uals o f the packagi ng of the playi ng c ards and c a rd s th ems elves . TH E M ES S AG E T h e anim a tio n w i l l s p eak o ut h ow eas y it is to learn about ecommerce an d w ha t fac to rs to lo o k in to. - P ro mo tin g the emcommerce playi ng c ards and the id e a o f ed ucatin g p eo p le ab out the factors i nvolved w i th i n e c o m m e rc e.
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CARD S A NIM ATION | D E V EL O P M EN T ANI M ATI ON To start p l a nni ng th e n aimtio n , I s tarted to sketch out the storyboard to create a s to ry to th e an imatio n wh cih makes i n memorable and eye c atch ing and s e nd a s tro n ger mes s age.
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CARD S A NIM ATION | D E V EL O P M EN T AF TE R EF F ECTS To ap p l y the e ffe c ts to th e o b ject th at are i ncluded i n the ani mati on, a si m p l e trans fo rm atio n was us ed - s cale, posi ti on, opaci ty and rotati o n.
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CARD S A NIM ATION | D E V EL O P M EN T AF TE R EF F ECTS To p ro d uc e t he e ffects n eed ed in relatio n to the storyboards - the rotati o n o f the p l ayin g card s - I h ad to us e more complex techni ques to create t he d e s ired effects . T h e main techni que that I used was c re ati ng m as ke d p ath wh ere an o b ject wo uld follow i t along.
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CARD S A NIM ATION | D E V EL O P M EN T AF TE R EF F ECTS To f urthe r e nhanc e th e an imatio n in terms of i ts ‘ natural’ flow and i ts profe s s i o nal l o o k an d fin is h , I us ed th e g raph edi tor w hi ch may sound twe aking m inu te s eco n d s , b ut by d o in g th is throughout the ani mati on i t m ake s huge im p act o n th e overall p erfo r mance.
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CARD S A NIM ATION | S O ME S C EN ES AF TE R EF F ECTS Fi n al l y to ge t a n overall lo o k o n th e fin al pi ece of ani mati on, I re n d e re d t he ani matio n an d h ad a fin al ch eck over the flow and c on tent a nd o nc e th is was ap p roved , I h ad the background musi c adde d , w hc ih wo u ld p lay to fit in with th e moti ons and ‘ flow ’ .
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