BA (Hons.) GRAPHIC DESIGN LEVEL
5
Module Code
OUGD203
Outcomes
Module Title
DESIGN PRACTICE 2
Doc. Code OUGD203soi
Name Charlotte Riley
Date 26 / 04 / 10
PRODUCT – RANGE - DISTRIBUTION Statement of Intent Rationale (200 words) I want to produce work that both interests and engages me; I want to feel motivated to do a brief and not just be doing it for the sake of it. My intention is to produce work that reaches a broad audience such as retail graphics, interactive packaging design, apparel design in terms of the artwork that gets printed onto t-shirts etc. and music orientated graphics like album and merchandise artwork. I want to work more with illustration and type; more specifically, hand-rendered, illustrative type and see how I can make this work across a range of products in terms of material, shape and size; also how this can then translate to digital media. I don’t intend to develop a set style from this but I hope it will give my portfolio a clearer design direction. Statement of Intent (200 words) I aim to design a range of packaging and promotional material for Kleenex tissues. I will produce of range of packaging solutions; similar to what Kleenex already does, to work across they handy size tissue packs and the larger, household boxes of tissues. Along side the packaging there will a promotional campaign that works across print and screen; I intend to explore untraditional ways of promoting such products to make it stand out more to the target audience. I plan to physically produce around 4 examples of the packaging and most of the promotional material will potentially be mock ups of how it could look in the environment. In terms of digital I aim to produce 2 web banners and propose a viral ad campaign as I don’t have particularly strong video skills but I hope to present a strong idea. 2
BRIEF (200 words)
I feel this will fulfil my intention, as it gives me the oppurtunity to work with packaging design and retail/promotional graphics; I can then tailor this towards my personal design practice in terms of type and image with the specific design decisions I make. As I aim to put this work in portfolio, I don’t just want to produce a generic set of posters, flyers and plastic tissue packaging; I will explore more creative and innovative promotional and packaging methods to make the range stand out in my portfolio.
3
RESEARCH
In terms of primary research into my audience and their humour, I don’t think a survey asking men what they find funny etc. would be particularly necessary as there are already existing successful products aimed at young, British men which will have already done the research; much more in depth than I could do. For this reason, I will look at secondary sources such as; Nuts and Zoo magazine, Daily Sport newspaper and sport orientated sources such as Soccer AM and Match of the day as they have a large audience and they mainly target males. This research will then give me background information on the audience aswell as a visual approach that is used to target British males. In addition to this, I will look at other packaging design and possibly sports illustrations; I don’t intend to copy the visual approach that these sources have but hopefully it will give me a design direction suitable for the audience. 4
PRACTICAL DEVELOPMENT
As I intend to print on to different materials, I hope to use screen printing at some point within the brief; to do this, I will need to manage my time better than before as it is generally a considerably longer process in terms of time than digital printing. Once I have transferred my off-screen designs to digital, I will use photoshop and illustrator to develop the images and alter the designs. As I have expressed that I want to produce a web banner for the promotional side of the brief, I will be working with After effects and possibly Flash; I have worked with After Effects before so I feel a lot more comfortable with this but I may experiment with Flash, depending on how complex my print design turns out to be. 5
RECORDING, DOCUMENTATION & EVALUATION
My design practice blog will the leading method of recording the development of my work; I will scan my worksheets and photograph printed work. My design context blog will the source of all contextual work I am looking at in response to the brief, for visual inspiration. I will continuously evaluate my work against this document (statement of intent), the brief that I have written, the assessable outcomes and the design context which I have been looking at, to determine whether it I am taking the write direction. In terms of feedback from others, the main source of this will be from crits throughout the brief. BIBLIOGRAPHY ARTICLES & SOURCES - Kleenex brand through the years; http://www.kleenex.co.uk/UK/About/ThroughThe-Decades.aspx - Kleenex ‘Let it out’ campaign; http://www.kleenex.co.uk/Let-It-Out/Default.aspx - ‘Control your emotions’; http://www.askmen.com/dating/ curtsmith_200/222_dating_advice.html - Nuts magazine / www.nuts.co.uk - Daily Sport newspaper. - Special Packaging (2004) The Pepin Press/Agile Rabbits editions. - More packaging prototypes (2006) Rotovision. TUTOR’S Signature STUDENT’S Signature
BA (Hons.) GRAPHIC DESIGN LEVEL
5
Module Code
OUGD203
Outcomes
Module Title
DESIGN PRACTICE 2
Doc. Code OUGD203blank
BRIEF TITLE The Brief
Background
Produce a range of packaging for Kleenex is the No. 1 brand of facial tissue in Kleenex tissues and promote them with the world; it has become and a genuine the intention to persuade more young global icon. men to use them. The brand has recently embarked on a journey focused on making the brand more emotionally connected, uplifting and modern. Thehighly successful ‘Let it out’ campaign aimed to encourage people to let go of their inhibitions and emote more freely. Concept/Proposition The packaging and promotional material needs to appeal to a a mass audience Kleenex tends to be used largely by families of British young men; reflect upon the and bought primarily by woman of all ages. Men have been identified as an area to general sense of humour within this explore as they currently represnt an target market. underpenetrated catergory within the market. Considerations Mandatory Requirements Men are unlikely to have tissues on Use the Kleenex logo across the range. them or to buy them for the househould; traditional promotional methods are not effective in targeting them. Target Audience British males aged 15 - 29.
Tone of Voice Optimistic, humourous and nonjudgemental.
Deliverables 3 - 5 A2 boards showing the research, development and resolution of the brief.