MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
unique formula all natural premium sugar free
antibacterial lite
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
unproven ingredients undefined meaningless other names for added sugar
toxic ingredients
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Information explosion
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
The problem come when marketers build their stories on a “rotten core.� // MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Advertising Revenue & Complaint and Inquiry Statistics from U.S. Better Business Bureaus 2005 - 2011
$12.5 billion
2005
MFA Thesis Final Presentation
$16.8 billion
2006
> $28.5 billion $28.5 billion $23.6 billion
$25.7 billion
$21.2 billion
2007
topic // DECODER CHANNEL
2008
2009
2010
Presenter // Hsuan coral yang
2011
date // MAY 12, 2011
Misleading marketing techniques and corresponding industries
Price based Marketing techniques
Hidden fees and surcharges
Psychological pricing
Undefined terms
Perpetual sales Oversize pack- Test terminology Membership ages and filters programs
Unites of sale and pricing
Selected items Buy x get y
Bait and switch Introductory offers
Going out of business
Rebates
Industries Beauty Health
Food Grocery
Home Products
Financial Investment
Internet websites
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Goals of Decoder Channel
01. Stopping advertising abuse 02. Bringing awareness to the public 03. Integrating trustworthy resources 04. Depositing information in one place
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Information integration
Scattered resources
MFA Thesis Final Presentation
Organized database
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Depth of information
Level 01 Product information Ingredients Violations
Level 02 News Related regulations Comparisons
Level 03 Extended reading Publications Products/brands follow-up
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Object Goals Strategies Measures
Stop advertising abuse and bring awareness to the public.//
Integrated useful and trustworthy information and put them in one place.//
Create Decoder Channel as a brand of anti-misleading advertising.//
An organization Brand book
Website Establish a database system.// Publications
Advertisements Bring awareness of misleading advertising.//
Create Decoder Channel as a brand of anti-misleading advertising.// Print materials
Make information accessible and portable.//
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
The online Community A smart phone application
date // MAY 12, 2011
The biggest value of Decoder Channel is all information in one place.// MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Brand identity
Logo
MFA Thesis Final Presentation
Logo with tagline combination
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Design inspirations
1. Colors: Inspired by traffic light
2. Graphic elements: Caution tape + barcode
3. “Offset� graphic style: What is said and what is done are two different things
Stop
Caution
Action
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Color palette
Stop Red C // 0 M // 100 Y // 80 K // 5
Caution Yellow C // 0 M // 25 Y // 95 K // 0
Action Blue C // 100 M // 10 Y // 0 K // 10
Black C // 0 M // 0 Y // 0 K // 100
Typography system
Oversize title: Akzidenz Grotesk Bold 45 / 50
Akzidenz Grotesk Light
Sentinel Book
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Akzidenz Grotesk Roman
Sentinel Book Italic
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Decoder Channel
Akzidenz Grotesk Bold
Sentinel Medium
Paragraphy text: Akzidenz Grotesk Roman 7.5 / 11
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Secondary text: Akzidenz Grotesk Roman 6 / 8
Akzidenz Grotesk Black
Sentinel Medium Italic
Decoder Channel
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Decoder Channel Big title: Akzidenz Grotesk Roman 30 / 35
Decoder Channel Paragraphy title: Akzidenz Grotesk Bold 14 / 19
Decoder Channel
Footnotes: Sentinel Book Italic 7 / 10
Decoder Channel
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Grid system Graphic style Photography
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Our mission is delivering guidance to you.//
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Deliverables
1. Publications: Self learning materials
2. Website: Online database, trustworthy resource, news update, blog and online community
Cautionary Tales
Cautionary Tales
Cautionary Tales
Vol.1
Vol.2
Vol.3
MFA Thesis Final Presentation
3. Promotional items: Accessible and portable
Promotional posters and advertisements
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
Pocket guides
iPhone app
date // MAY 12, 2011
Cautionary Tales Consumers can get these publications in stores or read them online.
“The surface”
MFA Thesis Final Presentation
The “formula“
topic // DECODER CHANNEL
The “core”
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Online community Easily navigation and helpful resources are two primary goals for our website.
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Online community Easily navigation and helpful resources are two primary goals for our website.
Feature story
Database
Discussion board
News update
Q&A
Blog
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Cautionary Tales website
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
iPhone application Access our resources and database while you are shopping.
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Pocket guides The pocket guide gives consumers a better idea about what ingredients to avoid or be cautious about.
Other names for “added sugars”
with lactic, glycolic, AHA, and BHA acids
Products to avoid 01 // Anti-aging creams
*Triclosan is an antibacterial chemical found in many consumer products
www.decoderchannel.org
05 // “PEG” and “-eth” Cause: toxic contaminants
Learn more about misleading marketing techniques, visit: www.decoderchannel.org
MFA Thesis Final Presentation
04 // Parabens or “-paraben” Cause: hormone effects
01 // Forgo antibacterial soap 02 // Watch for triclosan & triclocarban in personal care products 03 // Avoid “antibacterial” products
www.decoderchannel.org
smart consumers
03 // Methylchloroisothiazolinone and Methylisothiazolinone Cause: allergies, cancer, nervous system
02 // Hair dyes with ammonia, peroxide, p-phenylenediamine, diaminobenzene; all dark permanent hair dyes
“TRICLOSAN”
02 // Fragrance and dyes Cause: allergies, cancer, nervous system
03 // Liquid hand soaps with triclosan
How to avoid triclosan
01 // DMDM hydantoin and Imidazolidinyl urea Cause: toxic contaminants
04 // Nail polish and removers with formaldehyde
www.decoderchannel.org
05 // Skin lighteners with hydroquinone
“Sugar free”
corn syrup, high-fructose corn syrup, fruit juice concentrate, maltose, dextrose, sucrose, honey, and maple syrup.
06 // Sodium lauryl or laureth sulfate Cause: skin damage, toxic contaminants
Safe Cosmetics//
07 // Triclosan and triclocarban Cause: thyroid and environmental concerns 08 // Triethanolamine (TEA) Cause: allergies, toxic contaminants
Ingredients to avoid * The list directly take from EWG shopper’s guide to safe cosmetics
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Outdoor advertisements //
What we see everyday //
Directory of misleading advertising //
Being a smart consumer
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011
Thank you.//
MFA Thesis Final Presentation
topic // DECODER CHANNEL
Presenter // Hsuan coral yang
date // MAY 12, 2011