Year 2 - All Project Documentation - Full by Hamzah Laher

Hamzah Laher - Brief documentations

BRIEFS The PDF DOcument contains all 3 documentations of the 窶連 Conversattion bref, the YCN (UCC COffee) bref and the collide brief.

Find ME: www.hamzahlaher.blogspot.co.uk www.vimeo.com/hamzahlaher

Project Synopsis

Conversatons that interest me

This module enables me to develop the integrated design methodologies required to work in a dynamic, professional, creative and commercial environment.

Social: - Scocial Media and it’s increasing effects on society. > Negative outcomes of social media > Cyber bullying and it’s influence > Abuse of Social Media and it’s effects > Positive outcomes of social media > Promotion for Business economics - Social media and it’s growing influence. > Who? - Society in general? - Governance? > Why? - New modern society?

Project Requirements The assignments will incorporate a range of stringent professional requirements, involving personal time management, detailed research, creativity and originality, as well as a high level of technical expertise.

Project Task Brief: A Conversation I will need to Take time to develop ideas and experiment with different media, materials and technologies. questions that will help to produce a concept: 1. What’s the most important conversation for today? 2. What’s the most important conversation for the future? 3. Who will you speak to? 4. What is the message? Summative Answers: 1. Conversations that overlook internatoionally / nationally / locally 2. improvements in social / economic / Political factors 3. Different blocks of the social standing ladder 4. The significant factor which led to the uprising of the conversation Specific Answers - in relation to the economic factor: 1. The economy in general (global) in relation to business. 2. Business economics - to improve the economy. 3. The business industry mainly, designers and the general public. 4. The importance / significance of design in business.

Political: - Should we stay in the EU? > Positive - Business? - Free Trade? > Negative -less useful ally if it was detached from Europe? - Expose the ‘forgotten countries’ > Bosnia > Syria > Somalia > Ghana > etc. Economical: - Global Economy - National economy - Local > Improve - macro economics- micro economics > business - starting up businesses

Factor to take forward : Economical The reason why I have chosen this factor rather than the other two factors is because, I have a personal interest in the world of economics and undersanding the situations evolved around economics globally and how these situations can be solved. Also I am passionate about design and would like to therefore create a correlation / link between design and economics.

Mind MAp Bosnia, Somalia etc.

BUSINESS

‘Forgotten countries’

IMPROVE

Promote

Political

Modern Culture?

Global Economy Show facts & figures Fit into modern culture

maintain Design effort

‘Conversation’

ECONOMICAL for example. Apple growing business Abuse of Social MEDIA

“Good design Design has great means good significance on business” business Business Firms (Primary) For who? People in general (Secondary) Designers (Primary)

Social

Social Media and it’s effects Influence

individuals

Negative

Positive

Cyber-bullying

Promotion

Why?

Who?

Business Prove design is important in design

How to show this?

I have created a mind map to visualise what my conversations could be about and how some factors interlace each other. the three main ‘conversations’ which stan out are: 1. Social Media and it’s effects. 2. Importance of design in business. 3. Design for politics. As it’s clear below (mind map) the economics side of conversations is very large and interesting. From this it can be stated that ‘Business and design’ will the topic / concept that will be pushed forwad in this brief.

Ideas : Social Media ON THE LEFT I HAVE CREATED A vertical diagram showing the narrowing of the concept - ‘Social Media and it’s effects’. The diagram shows how each time (one arow down) a new concept arises and gradually is narrowed down to the point where final ‘conversation’ is created where it is not too broad. Furthermore, during this ‘narrowing’ process - 3 main factors have shone through, creating the main messages in the concept of ‘how business is a driving a business revolution’. Ceo’s must evolve: There is a 2013 study (‘2013 CEO, Social Media and Leadership survey’ by BRANDfog) showed that more than 80 percent of those surveyed feel it is vital for CEO’s to interact on social media, there are still numerous CEO’s who decline to participate. Nearly 88% of BRANDfog survey respondents also said that social media use by CEO’s helps to raise a brand’s profile, and about 69% said that the use of social media by executives makes a brand seem more honest and trustworthy. Upstart Prevail: Some of the most successful businesses are small startups that have learned to use technology to gain an edge. these companies learned to generate buzz by creating viral content and encouraging shares and likes. Once a product or service becomes the one everyone is talking about, customers gravitate toward it, eager to learn more. Customer-driven change: Customers are now providing feedback for the company in social media and these companies need to address these issues in social media.

Ideas : Economy ON THE LEFT I HAVE CREATED A vertical diagram showing the narrowing of the concept - ‘How to improve the economy’. The diagram shows how each time (one arow down) a new concept arises and gradually is narrowed down to the point where the final ‘conversation’ is created where it is not too broad. Furthermore, during this ‘narrowing’ process - 4 main factors have shone through, creating the main messages in the concept of ‘how business is a driving a business revolution’. Designing Business strategies: Many businesses are recently adopting design to make strategies more creative in return making their products and services more compelling. examples of these companies are: Lego, Steelcase, P&G etc. Design is more than just designing / crating products. Creative ingenuity can be used to expand business through design principles. Most businesses see strategies as an analytical excersice, but I BLIEVE IT SHOULD BE MORE OF A CREATIVE PROCESS. THE ANALYTICAL PROCESS IS A PREDICTION FOR THE FUTURE, WHEREAS USING CREATIVITY AND DESIGN THE FUTURE CAN BE CREATED. DESIGN MAKES THE FUTURE . STEVE JOBS - “Here is a future we can create” Maintenance of design efforts: I believe that maintaining strong design effort in business is crucial. For example, Apple. They have pushed design foward and maintained their design efforts - Sir Jonathan Ive, the chief design officer of Apple has made sur eof this - “Our reputation for world-class design differentiates Apple from every other company”. Branding: Branding is everything from a logo, a website, social media experiences and the way the phone is answered in business. A brand is the way customer perceives a company. Ultimately, branding covers a great area within business itself, therefore it can be said that branding has a great impact on business - in terms of customer service, promotion, product / company positioning and product / company life expectancy. Promotion and Advertising: There is a difference between promotion and Advertising. Advertising is a one-way communication with the purpose to inform potential customers about products and services and how to obtain them. Promotion involves disseminating information about a product, product line, brand, or company.

Rick Poyner Rick Poyner is a British writer on design, graphic design, typography, and visual culture. that preoccupies him the most is communication design. He describes it as a communicative surface, a connective tissue: the visible part of an object or experience that pulls in the viewer or reader. This gives me an insight into exposing how communcation within design is important and effective. He also further explains that he canâ&#x20AC;&#x2122;t begin to assess graphic communication without also taking an interest in the enterprises and subject matter that it bolsters and interprets. Therefore, this gives me advice in a way / gives me a reminder that I WILL NEED TO CARY OUT a substantial amount of research around my concept / idea before going ahead out to creating my final communication piece. He further explains how we are to expect to find items here about photography, film, art, illustration, collage, visual literature and popular culture, and unusual museums, as well as graphic design topics.

Johanna Drucker Johanna Drucker is the Breslauer Professor of Bibliographical Studies in the Department of Information Studies. She is internationally known for her work in the history of graphic design, typography, experimental poetry, fine art, and digital humanities. Johanna’s one notable book ‘Graphesis’ (ISBN: 9780674724938), provides a descriptive critical language for the analysis of graphical knowledge. The book shows how visually rendered knowledge has emerged and developed over time, growing familiar but also defining or reinforcing ways to apprehend information. From reading this book I can relate to the times of now; The world has changed, and information design has shifted significantly with it. In this text, Drucker should be applauded for taking a broad view of her subject, tackling little-studied imagery as well as visual systems of thinking. Ultimately, johanna opens my mind in the sense that visual language is powerful and effective, but should take into consideration of other factors which may have changed over time.

Moises Naim Moises Naim is an internationally syndicated columnist whose writings are published by leading papers worldwide. One of his most notable books; ‘The END OF POWER’ (ISBN: 9780465065684), MOISES EXPLAINS THAT Power is not merely shifting and dispersing, BUT It is also decaying. Those in power today are more constrained in what they can do with it and more at risk of losing it than ever before. In The End of Power, award-winning columnist and former Foreign Policy editor Moises Naim illuminates the struggle between once-dominant megaplayers and the new micropowers challenging them in every field of human endeavor. Drawing on provocative, original research, Naim shows how the antiestablishment drive of micropowers can topple tyrants, dislodge monopolies, and open remarkable new opportunities, but it can also lead to chaos and paralysis. Naim deftly covers the seismic changes underway in business, religion, education, within families, and in all matters of war and peace. Accessible and captivating, Naim offers a revolutionary look at the inevitable end of power – and how it will change your world. This gives me an impression into the notion of designing for politics and how design can give the ‘power to persuade’.

IAC - INTERNET ADVERTISING IAC/InterActiveCorp is an American media and Internet company, with over 150 brands across 100 countries, headquartered in New York City. They decided to create a new award program to recognise outstanding online advertising in all of its various forms. While many advertising award shows had a category for online, no program was dedicated to it. what the company expresses is that online represntations of businesses is such a big play in ‘business’. According to eMarketer spending on ad served to Internet connected devices – including desktops, mobile phones and tablets, will reach more than $137 billion. As spending increases, creative agencies need ways to objectively demonstrate to advertisers their ability to create outstanding online marketing materials. Winning awards is one excellent way to accomplish this.

Design Council Design council (www.designcouncil.org.uk) are a charity dedicated to improving peopleâ&#x20AC;&#x2122;s lives through the use of design. They help grow businesses, improve the built environment, and transform public services. They also offer paid-for design support, deliver partner-funded programmes, and campaign to raise awareness of the value of design. This really struck me as important as this is what I wanted to in terms of my concept in the brief â&#x20AC;&#x2DC;A Coversationâ&#x20AC;&#x2122;. How this organisation links inwith my concept is that I want to also express how design is important and majorly significant in business in terms of business growth and maintenance. One way design council help businesses is that they can help you to strengthen the commercial potential of your business and enhance your intellectual property in order to get to market quicker. Ultimately, Design can play a key role in developing a vision and strategy for your growing business as well as developing appealing propositions to attract onward investment and new customers for your products and services.

Ideas At the end of brainstorming my thought about the topic that I would like to explore - Ultimately the economics factor has shone through and this can be seen visually in the initial brainstrom as well as the expolration of this factor. This exploration has led me to narrow down to the topic of ‘improving the economy’. Through narrowing down this topic further - it is set that my goal is to ‘improve the ‘local economy’ as this will help the national and th en the global economy. To improve the ‘local economy’, the local businesses are vital to improve the ‘local economy’ - therefore these local businesses need to undersatnd factors which can help maintain and flourish. One main factor which I am interested in and which has a great significance in busninss: is design. There many avaneues of design within business and one which stands out is web design. The reason for this due to the technological changes - bsuiness do need to keep up with the ‘times’ and one way is technology. There is a 2013 study (‘2013 CEO, Social Media and Leadership survey’ by BRANDfog) showed that more than 80 percent of those surveyed feel it is vital for CEO’s to interact on social media - this shows that most communication is based online, therefore companies need to create an online database which makes them more visible. In return, improving business communication and promotion - linking towards success. Ultimately business communication and visibility is of great importance and should be taken in to consideration. Idea 1: My first idea is about the effects of social media on businesses. Even though this does tie in with the importance of web design - social media is a topic which can be explored wholey itself. Idea2: Design for politics. Design can influence the governance - whether it be for uprising or general support. But this topic exposes the influence of design. Idea 3: The importance of web design in business and how it can influence business communication and success. This can ultimately influence the local economy, which is solely the main topic ‘to improve the economy’. IDEA CHOSEN: The importance of web design in business - exploring the role of online communication and how it can improve business communication and iprove ‘business’ in terms of succession.

What is web design Briefly, website design means planning, creation and updating of websites. Website design also involves information architecture, website structure, user interface, navigation ergonomics, website layout, colors, contrasts, fonts and imagery (photography) as well as icons design. Elements of web design: Layout: This is the way the graphics, ads and text are arranged. In the web world, a key goal is to help the view find the information they seek at a glance. This includes maintaining the balance, consistency, and integrity of the design. Colour: The choice of colours depends on the purpose and clientele; it could be simple black-and-white to multicoloured design, conveying the personality of a person or the brand of an organization, using web-safe colours. Graphics: Graphics can include logos, photos, clipart or icons, all of which enhance the web design. For user friendliness, these need to be placed appropriately, working with the colour and content of the web page, while not making it too congested or slow to load. Fonts: The use of various fonts can enhance a website design. Most web browsers can only read a select number of fonts, known as â&#x20AC;&#x153;web-safe fontsâ&#x20AC;?, so your designer will generally work within this widely accepted group. Content: Content and design can work together to enhance the message of the site through visuals and text. Written text should always be relevant and useful, so as not to confuse the reader and to give them what they want so they will remain on the site. Content should be optimized for search engines and be of a suitable length, incorporating relevant keywords.

Creating User-Friendly Web Design: Besides the basic elements of web design that make a site beautiful and visually compelling, a website must also always consider the end user. User-friendliness can be achieved by paying attention to the following factors. Navigation: Site architecture, menus and other navigation tools in the web design must be created with consideration of how users browse and search. The goal is to help the user to move around the site with ease, efficiently finding the information they require. Multimedia: Relevant video and audio stimuli in the design can help users to grasp the information, developing understanding in an easy and quick manner. This can encourage visitors to spend more time on the webpage. Compatibility: Design the webpage, to perform equally well on different browsers and operating systems, to increase its viewing. Technology: Advancements in technology give designers the freedom to add movement and innovation, allowing for web design that is always fresh, dynamic and professional. Interactive: Increase active user participation and involvement, by adding comment boxes and opinion polls in the design. Convert users from visitors to clients with email forms and newsletter sign-ups.

Ikea Companies such as Ikea have invested in ‘good’ web design:

Ikea Focused more on simplicity (modernsim) and site accessibility, search and filetering processes - Keeping up with the â&#x20AC;&#x2DC;timesâ&#x20AC;&#x2122;.

Hermes Paris Companies such as Hermes have invested in â&#x20AC;&#x2DC;goodâ&#x20AC;&#x2122; web design:

Hermes Paris Focused more on aesthetics (post - modernism) and some site accessibility - Keeping up with the â&#x20AC;&#x2DC;timesâ&#x20AC;&#x2122;.

WEB DEsigner: DAN Whilst researchng web designers, I came across a website designer; Dan. As i came acorss his website it did give some idea of his abilities in terms of design practice and styling. Also on his website he did state of what he does and what he thinks a web deisgner is and it importance. I have some screenshots from his website which gives an insight into what website designer in this case dan thinks about website creation / design.

www.alittlebitofsomething.co.uk

WEB DEsigner: DAN As you can see from the screenshots - `dan has made some bold statements about what he thinks. Dan most importantly advertises the fact that designing websites is not something that everyone know how to do and should left to the poeple who are ‘good’ at it. Furthermore, it also stated that web designers are knowledgable in the fact that they know how a style of design will benefit a business and what is ‘good’ / ‘bad’ design.

www.alittlebitofsomething.co.uk

Web Design: Research Findings A small selection of web design, usability, and accessibility related results of research, most of them derived from ‘Human Factors International’: “Design is a key determinant to building online trust with consumers. For motivated users of an information site, bad design (busy layout, small print, too much text) hurts more than good design helps.” - Sillence, Briggs, et al. (2004).

“In 2001, Bernard found that prior user experience with websites dictated where they expected common web page elements to appear on a page. The same still holds true today: Users have clear expectations about where to find the things they want (search and back-to-home links) as well as the things they want to avoid (advertising).” Shaihk and Lenz (2006).

“Layout on a web page (whitespace and advanced layout of headers, identation, and figures) may not measurably influence performance, but it does influence satisfaction.” - Chaperro, Shaikh, and Baker (2005).

“When assessing web accessibility under four conditions (expert review, screenreader using JAWS, automated testing via “Bobby,” and remote testing by blind users) those using screenreaders find the most issues, while automated testing finds the least number of accessibility issues.” - Mankoff, Fait, and Tran (2005).

“Experience matters: Blue links are easier to click than black ones, even though black ones have higher visual contrast and are easier to see.” - Van Schaik and Ling (2003).

From this research, we have gathered a personal insight what web designers think a ‘good’ website design is and the importance of website design.

“It’s important to consider the users when you have a choice of icons, links, or both. Initial performance is best with the link alone. Frequent users can use either equally effectively. Icons are not faster, relative to text links alone.” - Wiedenbeck (1999). “Rules of thumb for icons: Make them as large as feasible, place frequently used icons in a persistent task bar, and arrange them either in a square (first choice) or in a horizontal layout.” - Grobelny, Karwowski, and Drury (2005). “The acceptance and impact of animation is enhanced when users are warned to expect it and allowed to start it when they want.” - Weiss, Knowlton, and Morrison (2002). “Use of whitespace between paragraphs and in the left and right margins increases comprehension by almost 20%.” - Lin (2004). “A format of 95 characters per line is read significantly faster than shorter line lengths; however, there are no significant differences in comprehension, preference, or overall satisfaction, regardless of line length.” - Shaikh (2005). “Applications vs. websites: In general, visual layout guidelines for GUIs also apply to the web, but there are differences to be aware of. For example, dense pages with lots of links take longer to scan for both GUI and web; however, alignment may not be as critical for web pages as previously thought.” - Parush, Shwarts, et al. (2005). “Narrative presentation enhances comprehension and memory. Narrative advertisements produce more positive attitude about the brand and a higher incidence of intent to purchase.” - Escalas (2004). “On sites with clear labels and prominent navigation options, users tend to browse rather than search. Searching is no faster than browsing in this context.” - Katz and Byrne (2003). “Users will wait longer for better content. Users will wait between 8-10 seconds for information on the web, depending on the quality of the information.” - Ryan and Valverde (2003). “Consumer purchase behavior is driven by perceived security, privacy, quality of content and design, in that order.” Ranganathan and Ganapathy (2002).

From this research I have found 10 essentials for website design to be successful. 1. Purpose 2. Communication 3. Typefaces 4. Colours 5. Images 6. Navigation 7. Grid based Layouts 8. ‘F’ pattern design 9. Load Time 10. Mobile Friendly

Case Study: Buzz Mobile Doncaster To know exactly how a website would look like if it needed improving to boost its economics I went out looked for companies in the locally from which I can analyse and pcik out what can be improved - in return improve website function, â&#x20AC;&#x2DC;ease of useâ&#x20AC;&#x2122; and aesthetcis.Furthermore, I will show the business my analysis and show how they can improve their website and also show designers how this can be carred out. Therefore, I will need to communicate in a way whcih my message can come accross in the bsuiness sector and designers. Business to lok at: Buzz Mobile Doncaster

Case Study: Buzz Mobile Doncaster As its clear from the screenshots from the website of Buzz MObile doncaster - It can be stated that website is too clustered and there is ultimately no clarity. Furthermore, the website does need to be updated in terms of products and services.

Case Study: Buzz Mobile Doncaster After analysing the ‘Buzz Mobile Doncaster’ website, I have communicated with the business and got in touch regarding the website and we have come to a conclusion on the basis on improving the website. Below are the mian pointers that will improve the website functionality substantionally: Layout: The goal is to improve the view find the information they seek at a glance. Therefore, there should be a consistency of the design. Colour: The main colours are black, green and white and this should be implented in the design and should be sonsistent. The reasons for the colours is due to the brand of the company. Graphics: The logos and ‘good’ quality photos will need to be taken into consideration. all of which enhance the web design. For user friendliness, these need to be placed appropriately, working with the colour and content of the web page, while not making it too congested or slow to load. Fonts: There will only be one font family as various others fonts will make the overall design incosistent and unclear. Content: Written text should always be relevant and useful, so as not to confuse the reader and to give them what they want so they will remain on the site. Furthermore, outdated information should be removed to save on self from discontinued content and information. Also the website Content should be optimized for search engines and be of a suitable length, incorporating relevant keywords. Social Media: In addition, social media platforms such as facebook, twitter and instagram should be promoted to increase business publicity.

Communication For this brief I would liike to improve business ecoonomics by using design. And one of the most influential part of the design process is web design. Therefore, I would like to point out what makes a ‘good’ web design which in trun will help business and business economics. As my main audience will be in the bsuiness sector as they should know if their websites are ‘good’ enough - I will therefore need to find a way to coomunicate with this audience on the most effective and ‘best’ way, Effective visual Communcation in the workplace: - Electronic : Slide Presentations : Slide presentations offer a visual element to meetings that can help employees better understand the subject matter of a meeting and keep minds from wandering. However, this is short-lived as Power-POint is not universallyloved as criticisms include; It elevates format over content, Presentations can be boring and full of bullet points, makes communication presentation-orientated not audience-orientated. - Electronic : Videos : Videos can be effective as a way to introduce new products to an entire company. Some even find it time-consuming and disruptive to their work day. Unlike written media, you can’t quite skim through a video. There are no organised headers or bullet points to guide one to the area they’d like to know more about. It isn’t something you can just print out for later. - Written : Displays Overall, written communication is dominates in this region. Individuals may choose to use written communication if they need to reach multiple individuals at different locations with a similar message. This communication time may also help senders conveyed technical messages that have several instructional steps individuals must follow or diagrams and charts needing to be reviewed for receivers to understand the message. - Verbal : Meetings : Verbal communication is a common way individuals transfer their message to other individuals and businesses. Verbal communication methods may include meetings, in-person interviews, telephones and video conferencing. Verbal communication may be the best communication method because it allows people to assess the verbal or nonverbal inferences by individuals giving a message. It may also create a more comfortable environment for receivers to ask questions and get feedback from individuals giving the message.

Visual Communication Visual communication is a from of communcation that needs to be recognosed as great importance in terms of business communication. Thsi may be affected by our new culture, social changes within society e.g. Technology, Social Media, ONline, WEBSITES, MOBILES ETC.

HP.COM/LARGE/PG/ASSETS/BUS-SOLTIONS/POWER-OF-VISUAL-COMMUNICATION.PDF

From the visual it can be stated that ‘visual’ communication is important and it should include important messages which are concluded and simplified for ease of ‘getting a point across’. Furthermore, it also shows that only 10% of people remember what they hear. Reading doesn’t help the cause much, with only 20% of people remembering what they read. But 80% of people remember what they see and do. And it’s more than just that. They also learned that visuals are processed 60,000X faster than text and that 93% of communication is non-verbal. One way of communicating visually and most effectively as possible is by using infographics in business.

Infographics An infographic is a way to present information, data, and knowledge in a visual manner. It is an optimised way communicating highly informative. This is a great advantage, because Consumers do not want to read a lot of information and it is a fact that the majority of people absorb information better if it is presented in a visual manner. Businesses are using infographics as a way to engage their target market and drive traffic to their website. When an infographic is done correctly with the right content, design, and layout it can provide the serious return on investment that every business owner desires. A successful infographic needs to have some qualities: UNIQUE: There are many infographics that look the same and consumers will not engage with an infographic if it has the same look as the others that they have seen. There are a lot of infographic template programs out there that allow the user to input information into a template and it spits out an infographic. These are easy to spot and they lack the special element that draws consumers to them. NEVER use a template because your customer base can easily pick them out. the goal of the infographic is to get consumer interaction as well as other websites to share it. SIMPLE: The trick to creating a good infographic is to make it visually appealing while keeping it simple at the same time. If there is too much going on many people will lose focus and they will not get the “message” you are trying to get across. This is visual marketing at its finest and a great opportunity to attract a whole different customer base. CREATIVity: This is where the design comes into play and it needs to punch the reader in the face when they look at it - “Check this out!”. This has everything to do with the content and message as much as it does with the actual design. The combination of these elements results in the success or failure of the creativity. MINIMAL TEXT & HIGH IMPACT: The point of an infographic is to use a visual medium to capture an audience and create a buzz. You want the reader to take a glance and immediately be interested in learning more. If there is too much text to digest it will push a lot of potential views and readers away before they even have a chance to find out what your message is about.

General Posters Here is just a general search on infographics, looking upon two different sides of design styling infographics. 1. Very clustered, filled with content. 2. The other is very simple, use of negative space and minimalistic.

David McCandless DAvid McCandless is an author, data-journalist and information designer, working across print, advertising, TV and web. One of his most notable pieces of work has been infographics/ information design. His information design work has appeared in over forty publications internationally including The Guardian, Wired and Die Zeit. What makes david a designer worth researching (his work) is because of his style of work; of whcih is very simple, whcih makes the design process very complex and the content is very complex itself, but the design of the infographic makes it look so simple and easy to understand. Furthermore, from analysing his work his work is very simple, focusing on functionality as a message needs to be brought accross but also having an interest in aesthetics.

Information is Beautiful ‘Information is beautiful’ is a book written by DAvid McCandless. The book contains visually stunning displays of information. ISBN: 9780007294664.

Paul Butt â&#x20AC;&#x2DC;Split Secondâ&#x20AC;&#x2122; - A poster visualising every person who has ever run 100m in under 10 seconds, the number of times theyâ&#x20AC;&#x2122;ve done it and the conditions in which they did so. - Very simple, minimalism, modern, negative space.

Typography Serif: serif fonts are easier to read in print. The reason for this is because, the serif makes the individual letters more distinctive and easier for our brains to recognise quickly. Without the serif, the brain has to spend longer indentifying the letter, because the shape is less distinctive. Sans Serif: Sans serif fonts are better on the web. The reason for this because, due to the minimal and bold style makes it asier to read on the web as printed works generally have a resolution of at least 1â&#x20AC;&#x2122;000 dots per inch; whereas, computer monitors are typically around 100 dots per inch. Summary: Even though there is a distinctive difference between the two types of typefaces. However, with introduction to new technology such as tablets, laptops etc. There is a compromise between the two distinctions - Print and screen. AS my work will be both printed and on screen for others to view I will can / have a mixture of both types. However, as my style of work is minimalism - keeping as simple as possible - There should be a consistency of typefaces. There should be only one set of a typeface. Therefore, I will use a sans serif typeface as this will be the best out of the two as this would be the best in correlation to express an important message and strong communication.

Aa Serif

Aa Sans - Serif

Typography

A 180 pt

360 pt

720 pt

Typography

tracking Leading kerning

Banner Research Here i have taken shots of banners, whcih I can produce my work across as alongside leaflets. Each page of the layout can be chnaged vertically can easily produce a layout for a banner.

Banner Research

Na Ree Lee - Colours Colour visions power: Colour has been employed as an effective communication tool in advertising. It has very clever and persuasive influence: â&#x20AC;&#x153;because colour exerts its effects on a subconscious level (not in all cases but in many cases), people do not realise that they transfer its effects onto the contents of a package (or a product) or onto an advertising messageâ&#x20AC;?. - Colour as a tool for e-branding, NA Ree LEE What this article shows me is that colour is important in design as explained above; colour plays a part in how a message is coommunicated effectively or not.

Colours - Pastel The use of pastel colors in web design is more than a recent trend, it is a technique designers have used for years to create impactful visuals. When you hear “pastel”, pale pinks, blues and yellows might come to mind, but there is so much more to this type of color palette. These hues can be quite bold when paired with other elements in the proper way. Much of what we are seeing with today’s pastel color trend was born out of flat design. Many of the bright pastels designers favor are scaled back versions of some of the super-bright hues that were popular at the start of flat design’s emergence. What’s nice about using pastels in flat design projects is that the colors still have the same feel and overall look, but don’t quite scream at the user for attention in the same way. A pastel and flat color outline makes it a little easier to use color to direct users to certain parts of the screen or highlight important text elements.

Colours Here I am laying out the colours that I will be incoporating into my work - Im thinking about the light and dark shades that will be used in my illustrations and infographic.

Flat Design Then came a shift toward skeuomorphic design, which attempted to bring real life to the screen, with artificialrealistic textures, drop shadows and real object characteristics. That has given way to the flat design trend, which opposes all of these â&#x20AC;&#x2DC;artificialâ&#x20AC;&#x2122; design techniques, in favour of a more simplified, classically digital aesthetic. Flat design is a minimalistic design approach that emphasises usability. It features clean, open space, crisp edges, bright colours and two-dimensional/flat illustrations.

Darko Vujic Darko is a graphic designer from Serbia. Here he has created a Thin line flat design of Green energy, Save the planet, Online treatment and Health care. Modern vector illustration concept. Simple, Clear, minimal, clear messages.

Jing Zhang Jing is an illustrator based in the united kingdom. Here she has created An illustrative calendar project for TOTAL Russia, with Design Bureau in Moscow. Simple, clear, eye catching.

Jing Zhang

Outcome For this proect I really want to express and show how to create/ design an effective website (online representation). To achieve this goal I would like to outline the main factors with a effective web design, so therefore I came up with the idea of creating a game - gameboard. I took inspirayion from th gameboard - monopoly. The goal in this game is to become the most successful financially and I thatis why I took tis concept, because in the same way I want people to play my game (gameboard) and undersatnd how to be successful online representationally more specifically website design. As you can see in the scan of my sketches there will be â&#x20AC;&#x2DC;chance cardsâ&#x20AC;&#x2122; whcih you can aquire from landing on certain areas on the gameboard. These chances will act as the responses from clients/ customers/ people in general which could be positive or either negative. Even though this form of outcome is unique, however, I think the main message might be lost within the game and that it will not be the best way to comunicate within a business/ business industry.

Outcome This is my second idea for my from of outcome. What this idea consists of is - a poster which includes a tower, which shows how you would get to get to the top/ effective web design. As you can see from the scan there are different levels/ stages to an effective web design. Even though the different factors to an effective web design is clear - this form of outcome will not be detailed and will therefore leave out important details whcih elaborate the different factors.

Outcome Leaflet:

Set of posters:

- Informative - Visual - Simple - Clear

- flowing infographic; from left to right - Informative - Visal - Aesthetics

Outcome Alongside the leaflet I could create a benner as this could be placed on many platforms rather than just only a leaflet. Furthermore, the long banner can be printed a large scaled banner hung up in the workplace to show/ express/ create a reminder of what an effective web design is. Banner and Leaflet: OUtcome.

Sketches I have decided to use infographics/ visual communication to express the factors involved in producing an effective website design. There are two of which i can place these infographics/ visual - either as leaflet 6 sided (double sided) or as a long banner/ poster. Below is the sketches of the visual involved in this outcome.

Sketches

Layout - Experiment

Leaflet Layout - FINAL Information Side - First Side

TITLE TITLE

DESIGN

60% text text KING

TITLE TITLE

text

TITLE

Focal point - visual - flat design - second side

TITLE TITLE

Layout - Optimise - COntent 1. 67% of users purchase using smartphones. 2. 67% of users are more likely to make a purchase with a smartphone on a mobile friendly site than on a nonmobile optimised site. 3. 90% of people use multiple device screen sequentially. 4. Since 66% of smartphones and tablet users are fustrated with page load times, responsive design must be executed elegantly to ensure fast and fluid load times. 5. Good web design -> More Visitors -> More Sales

Colour - Flat Colours - COntent 1. Flat is very simple in terms of form, and that helps one to focus on the usability of site/app. 2. flat makes it a lot easier to make sites responsive, as one does not need to scale images, effects and so on. 3. It helps user focus more on the content. 4. Flat makes leading the user through site easier. 5. Design is now very clean so the only emphasis one needs to use are fonts, colors and shapes.

Typography - COntent 1. Sans Serif 2. Sans serif fonts are better on the web. The reason for this because, due to the minimal and bold style makes it asier to read on the web as printed works generally have a resolution of at least 1â&#x20AC;&#x2122;000 dots per inch; whereas, computer monitors are typically around 100 dots per inch.

Social Media - COntent 1. Increase traffic to web 2. INcrease organisation awareness 3. Able to monitor organisation activity 4. Able to develop targeted marketingactivity 5. Able to get a better understanding of customer perceptions.

Graphics - content - COntent 1. 94% of usersâ&#x20AC;&#x2122; first impression are design-related. 2. 85% of customers search the web before making a purchase decision.

Campaign Strategy Aim:

S.w.o.t Tactics:

Primary: Educate about and improve online business representation.

- Inflict campaign message on companies

Secondary: Gain the interest of businesss to take strategy further in improving their ‘business’using effective web design.

- Publicising Issues - Promote social media activities

The Situation: Methods: As in the current economy with low investment in business, I would like to promote change in this matter. The route that I will take to pursue this issue, will be tackling micro economics such as local businesses, which in return will positively affect micro and macro economics. With new technological advancements and social embracement of the online world, businesses need to keep up with the ‘times’ and take into consideration their online representations and how to effectively take advantage. ‘2013 Ceo, social media & leadership Survey’ by Branfog - Showed that more than 80% of those surveyed felt it is vital for Ceo’s to interect on social media, there are still numerous Ceo’s who decline to participate. This shows that there are companies out there who are neglecting the significance of their online representations and its effect on them as a business. Many companies think that graphic design is expensive and that it is something that can be ‘brushed under the carpet’ and that it can be ‘shrugged off’; this should not be the case for online design.

- Collaboration - Online activism: email actions, social media and and blogging - Awareness raising: Face-To-Face conversations, exhibitions, public meetings, event stalls and word of mouth - Lobbying: Engaging with public enquiries and consultations Communications:

S.M.A.R.T Objectives:

- Campaign NAme

- Build up clientele

- Counter Arguments

- Build allies

- Websites & social media

- Generate an undersatnding of effective web design

- Visuals

- Let the campaign snowball itself using effective political tactics such as socal media

Monitor and evaluate:

Summary: Create effective communication methods, whcih will enable a snowballing effect on the campaign.

Activities:

Stakeholders:

- Social Media - messages and ‘most shared’

- Local Politics: Mayor, Councillor, local council, committees and cabinet

- Web Analytics - ‘WHAT PEOPLE ARE READING THE MOST’

- Business: Local businesses & employers and local corporations

- Stakeholder engagement - following, up, organise meetings

- Communities: Community leaders, commuinty groups and school governers

External Environment:

- Prominent Influencers: High profile individuals, academics and companies

- Media Coverage, policy/ political/ campaigning environment (other campaign opportunities/ threats)

sketches - Back PAge

digital Development

DEVELOPMENT - BACK PAGE CHANGE: I have decided to chaneg the initial illustration of what was going to be position on the back page of the leaflet. WHY: The simple reaosn why I had changed the design was due to the fact that the design was thats its message was not strong enough in showing that a mixtrue of factors should be considered when designing a website. NEW: The new design will include a set of a kitchen workstop, where it will display numorous items whcih will represent the different factors that should be considered. A blender will also be present to show that the factors should be mixed with each other to maximise design efforts. Furthermore, the kitchen setup allows a person to intepret the idea that designing a website is like n art like in cooking. Designing a website is a mixture of different factors that need to be considered.

New sketches

digital development - back page

sketches - FRONT pageS

digital development - FRONT pageS

Banner - Print

Banner - Final Photos

..... G rand CafĂ&#x2030; .Relaunch .....

H a mz ah L A h e r . U 1 4 526 24

BRIEF Aim. Creatively re-launch Grand Café coffee to improve engagement with current and new customers. Brand. Ethically aware business. Grand Café promotes the social and economic benefits of certified coffee. Four variants of coffee, fully certified. The certifications are Rainforest Alliance, Soil Association and Fairtrade. Consumers. Customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers. Overall. Make it an iconic visual brand. To bear in mind. The certification logos cannot be changed and would need to be displayed on any packaging design. Product Range. Grand Café Rainforest. Tasting notes: Chocolately, sweet, with a hint of its slow roast, gives this blend real character. Bright and balanced with citrus hints and a clean and balanced aftertaste. The source: Colombia, Honduras, Brazil Logo: RFA Grand Café Fairtrade. Tasting notes: Deep, intense coffee with a full body and lasting taste. The source: Colombia, Vietnam, Peru Logo: FT

Grand Café Triple Certified. Tasting notes: Rich, balanced coffee with red fruit top notes and a sweet creamy finish. The source: Peru, Guatemala, Sumatra Logos: RFA, Fairtrade, SA Grand Café Fairtrade Decaf. Tasting notes: A clean mouth feel with a hint of sweet watermelon. All the flavour but without the caffeine. The source: Peru Logo: FT

My PLan Plan. Aim. Strengthen messaging around certifications, using visually appealing designs which intervene with the brand dna and make it an iconic visual brand Outcomes. Grand cafe logo Packaging designs for the grande cafe variety Application of brand on items Method. Sketch Digital development Apply brand to different applications Considerations. Brand message Promote certifications Details. Logo Colours Typography Certifications Appeal Packaging (grande cafe variety x4) Application of brand identity Customers. Customers are aware of the impact of their buying choices, but are looking for an offering that promotes sustainability in the industry. Overall. Bring brand back to life and and make it iconic

Log o. Plan Needs to be. Bold. Fresh. New. Captures the eye. Audience. “Core current customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers”. Brand will be able to move beyond current customers, with new visual branding. Colours. Orange. Connotes: strong visual, eye catching, exciting, new. Brown. Connotes: coffee, coffee beans (brings back sense of coffee), strong.

PACKAGING. Plan Needs to be. Bold. Fresh. New. Captures the eye. Audience. “Core current customers are non-branded coffee shops, cafés, pubs, quick service restaurants and contract caterers”. Brand will be able to move beyond current customers, with new visual branding. Colours. Orange. Connotes: strong visual, eye catching, exciting, new. Brown. Connotes: coffee, coffee beans (brings back sense of coffee), strong. The colours associated with each of the coffee bean packaging (x4), will be placed within the designs of the individual packaging. This prommotes the iconic image. Icons. There will be icons placed as a pattern on all 4 coffee bean packaging designs whcih will visually give a strong message in relation to the positive affects of purchasing certified coffee beans - more specifiacally; brought from UCC Coffee. This further promotes an iconic image. Content. Logo. Description of coffee beans. Certification logo(s). Icons. Brand Colours. Weight. Asssociated Countries. Visual Brand Identity.

Logo

Description Countries

Icons

Certification Weight

500g

Intial Sketches.

Sketches to get an idea of the outcomes / designs that I will be creating / incorparation / taking into consideration.

Log o. Development

Sketches to digitalisation

Log o. Development

Logo size and visual exploration

grand café

Packag ing. devel opment

Net layout

Sketches and layout design

Packag ing. devel opment

Illustration design stages

Packag ing. front

Packag ing. Side 1. Development

Illustration design stages

Packag ing. Side 1

t | +44(0)1908 275 520 w | www.ucc-coffee.co.uk

GuatemalaS

umatra

Peru

t | +44(0)1908 275 520 w | www.ucc-coffee.co.uk

Peru

Packag ing. Side 2. Development

Illustration design stages

Packag ing. Side 2

Packag ing. F inal

ICONS. Development

Illustration design stages

ICONS. F inal

grand cafĂŠ

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.

â&#x20AC;&#x2DC;S TR ATE G Yâ&#x20AC;&#x2122; | 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 â&#x20AC;&#x2DC;L on don â&#x20AC;&#x2122; 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 tâ&#x20AC;&#x2122; 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 nâ&#x20AC;&#x2122; 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 â&#x20AC;&#x2DC; gapâ&#x20AC;&#x2122; 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 â&#x20AC;&#x2DC; naturalâ&#x20AC;&#x2122; 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 â&#x20AC;&#x2DC; flow â&#x20AC;&#x2122; .

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