222.454 Visual Communication Design Research Project Interim Presentation: August 13, 2010.
SUGAR & SPICE { AND ALL THAT’S NICE }
By Holly Smith / ID. 07042998
Summary of Research “Just because children are interested in something, doesn’t mean it is in their best interests to have it” - Aric Sigman, British psychologist (2010, as cited in Harvey) Evidence suggests television negatively impacts the development of creativity, psychological and social skills in children aged 5-10 years old. In Britain, the average 11-15 year old is able to spend up to and over 7 hours in front of a television or computer. “Exposing Children to too much ‘screen time’ is causing obesity, sleep disorders, and less brain activity” - Aric Sigman, British psychologist
Hypothesis Make their best interests, interesting. Parents to spend more time with and less money on their children. Identify an alternative form of entertainment to help limit the intake of television as a past time. Revise how to re-incorporate tangible form into the lives of children from the digital era. Design to be mildly educational and to help further develop relationships between child, peers, and parents. To stimulate creative thinking, while filling up spare time.
Inspiration Girl Guiding New Zealand:
Scouts New Zealand:
Girl Guides is for girls aged 9 to 13 years old
Scouts is for girls and boys aged 10-14 years old.
“We enable girls and young women to reach their full potential and make a difference in the world.”
“Encouraging young people to make their own decisions and to explore the world around them.”
Inspiration The Daring Book for Girls:
The Dangerous Book for Boys:
By Andrea J. Buchanan & Miriam Peskowitz
By Conn Iggulden & Hal Iggulden
“For every girl with an independent spirit and a nose for trouble, here is the no-boys-allowed guide to adventure.”
“Recapture Sunday afternoons and long summer days. The perfect book for every boy from eight to eighty.”
Target Audience • Tweens • Tweenies • Teeny Boppers • Girls aged between 10 - 12 years Children typically of Generation X Highly participative, and highly immersed in the digital era Girls in Intermediate level of school pre-high school and preadolescent Social, creative and highly influenced Achievement orientated
Concept & Structure • A packaged book Tangible: counteract the use of digital mediums Traditional: to excite tweens about reading Sentimental: a long-term possession Packaged: to add a novelty factor • Size to be between A4 & A5 Easy to carry and it will fit in school bags
• Between 60 & 100 spreads, or 120 - 200 pages Needs to hold the audiences attention Needs to have information that can be revisited, reused; giving the child a reason to keep it • Contain a range of activities and advice: Needs to be appropriate for the age of the audience - BUT communicated to ‘young adults’ 240mm Wide
185mm High
Packaging Concepts • To provide the book with accessories To add excitement to the suggested activities • To provide a novelty factor Rather than a traditional, boring, and bland book • To provide ongoing revenue With merchandising accessories
• To provide a ‘gift like’ quality To compliment the product launch and produce successful sales over competitors • To make the vernacular exciting To make a familiar object become unfamiliar, in an interesting way
Visual Inspiration
http://hyperactivitypography.com
Visual Inspiration
Simple Steps Towards a Healthier Earth Molly Smith
Visual Inspiration
20,000 Leagues Under the Sea Jules Verne
Visual Inspiration
Illustrations for Tween Apparel Sarah Lockrie
Proposed Product Launch • Advertisements To be featured on digital media & press
• Marketing Facebook & Twitter pages
• Launched in mid November - early December, Proposed year of 2010.
Website to be fully functioning Competitions in the press, television and radio
• To align with: Summer school holidays Beginning no later than 20th December
Features in the press, television and radio, as well as in online blogs
Christmas To encourage or be requested as a gift
Mall demonstrations activity workshops before and during school holidays
Summer travels Providing a form of entertainment during travel
Content; Book Structure Hard-cover binding; Sewn, rather than perfect bound Cover page, spine and blurb, with bookmark/placeholder Title Page, subtitle page Imprint, dedication and contents page Introduction - To express the ‘purpose’ of the book for the tween and to get the reader excited Chapter openers Content Glossary, index, references and acknowledgements
Content; Chapters • Be beautiful; be yourself • Health DIY Beauty Hair Care Inner Beauty • Be the best you can be; advice • First Aid Cyber safety Bullying Getting along with others • Be a best friend; fun things for friends • Slumber parties Birthday parties Secret stuff Silly stuff
Content; Chapters • Be a good cook; yummy recipes • Equipment Baking Beverages Snacks & Meals Desserts • Be creative; crafts • Sewing Art Homemade Gifts Gardening
Content; Accessories This may include some or all of the following; • For cooking • An apron & mixing spoon • For crafts • Seeds (sunflower and strawberry) & gardening gloves • For beauty • Manicure set & nail polish • For advice & friendship • Notebook (A5) with pen
Design Elements Typefaces; Serif
Minion Pro
Bodoni
Caslon
Design Elements Typefaces; Sans Serif
Futura
Univers
Akzidenz Grotesk
Time-line Week 1
Week 2
Week 3
Week 4
12th -18th July • Further research into Chosen hypothesis • Begin drafting ideas
19th - 25th July • Plan out project, & decide on a concept • Begin to research content, & visual inspiration
26th July - 8th August • Source & write content • Finalise concept structure • Visual research
2nd - 8th August • Continue to source & write content • Research into target audience & brand positioning
Week 5
Week 6
Week 7
Week 8
9th - 15th August • Begin to finalize content • Begin to draft visual aesthetic • Interim Presentation: Friday, 13th August; 9am.
16th - 22nd August • Have content finished & begin to proof read • Decide on typefaces, paper stock, size & binding options • Layout content to design.
23rd - 28th August • Draft packaging ideas and choose concept to develop, • Second proof read of content. • Begin to develop design • Gain professional feed-back
30th August - 5th September • Develop design • Gain target audience feedback • Test print on chosen paper
Week 9
Week 10
Week 11
Week 12, 13 & 14
6th - 12th September • Begin to refine design • First draft print to check colours and paper stock • Proof read
13th - 19th September • Check kerning & leading • Get draft printed & bound to check quality
20th - 26th September • Get outsiders to proof read • Test with target audience • Continue to refine design
27th September - 22nd October • Test print and refine until satisfied with entire project • Final proof read • Print 5+ copies for exhibition
References Behance Network. (2010). Retrieved from http://www.behance.net
Harvey, S. (2010, August 6). Learn to say ‘No’ to spoilt kids. Stuff. Retrieved from http://www.stuff.co.nz
Buchanan, A.J & Peskowitz, M. (2007). The Daring Book for Girls. New York: HarperCollins Publishers.
Hyper Activity Typography. (2010). Retrieved from http://www. hyperactivitypography.com
Chronicle Books. (2010). Retrieved from http://www.chroniclebooks.com
Iggulden C. & Iggulden, H. ( 2006). The Dangerous Book for Boys. London: HarperCollins Publishers.
FFFFound. (2010). Retrieved from http://www.ffffound.com
Scouts, NZ. (2010). Retrieved from http://www.scouts.org.nz/
Girl Guiding NZ. (2010). Retrieved from http://www.girlguidingnz.org.nz/
The Dieline. (2010). Retrieved from http://www.thedieline.com/
Harvey, S. (2010, August 6). Too much ‘screen time’ harming children. Stuff. Retrieved from http://www.stuff.