My Work by Ram N

Second Semester Shreeram A.Nadkarni Graphic Design Communication (Professional)

second semester workbook

INDEX Brief 01 - pg 07 Brief 02 - pg 63 Brief 03 - pg 121

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Foreword Today we are in the 21st century era and we wish to see how Graphic Design evolves in the future. Thank you Shreeram A. Nadkarni

second semester workbook

Preface This book will give an overview of the three briefs that we have covered. The first brief is on Packaging the second is One story Two Tales and the third is Create and Innovate. This book will take you through various stages of what has been done why it has been done, who are the key influences and how Research and theory play a major role in the contemporary practices of graphic design. Thank you Shreeram A. Nadkarni Second Semester Graphic Design Communication (Professional)

second semester workbook

Packaging D&AD Body Shop

second semester workbook

The role of packaging

According to Stewart, Bill. (1995:1) marketers feel there is no one definition to packaging but packaging is a tool through which the organisation achieves short-term and long-term goals. The short and long term goals keep changing and hence the marketing executives and directors will have to keep using their expertise as an ongoing process. The book goes on to say that the packaging behaves as a soundless sales representative. What one could understand here is that earlier there were executives who had to do a sales manâ&#x20AC;&#x2122;s job of a door to door service or talk to convince the customer. Today, a salesman, exists in the product itself.

A designers job is to make the product speak for itself. Make the product and the visual Make the product and the visual merchandising speak and interact with the consumers. Therefore does that mean the role of being a sales executive does not exist the way it used to be in the past? If we see the image below, and ask ourselves, what are the key factors that make this packaging so very successful, one might answer that it is the use of bright colours, the style that is a mix of hand illustration as well as clean typography, the fact that it communicates itself as being a personality rather than just a product.

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fig 02: Innocent Packaging Design

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Brief 01 Design a contemporary range of packaging for The Body Shop that unites their brand values with the premium nature of the products. Proposition: The Body Shop – Ethically made natural beauty products Brand Values: The Body Shop has five core brand values: Against Animal Testing, Support Community FairTrade, Activate Self Esteem, Defend Human Rights and Protect the Planet. Target Audience: Solutions to the brief should reach out to discerning female consumers of high quality beauty products. The primary focus should be 18-35 year old women but the work must also appeal to a broader age range of 16-65. These are savvy shoppers. They buy into ethical and natural cosmetics and toiletries and support the Body Shop’s brand values but they also have high expectations and won’t compromise on the efficacy of the products that they buy. The quality of ingredients and packaging as well as overall retail experience are also key deciders for them in choosing the items that go into their personal care regime, regardless of how much they cost.

Background: During her travels, Dame Anita Roddick, the brand founder, was exposed to the body rituals of women from all around the world, which filled her with ideas. While in Tahiti, Anita noticed how cocoa butter made the native women’s skin as soft as silk. It was her continued world travels and further discoveries of local natural ingredients being used for skin and hair care that inspired her to open the first shop in Brighton, UK in 1976. Her radical and forward thinking approach to the beauty industry set the scene for the unparalleled growth achieved by The Body Shop. This element has carried through all The Body Shop’s communications to its customers, helping to make the brand as much about the PR it generates as about the products it sells. From confrontational posters to using delivery lorries for social messaging or even creating a ‘real woman’ doll that confronted stereotypes of beauty, The Body Shop has always challenged convention in building its brand, including its approach to marketing the product range which ultimately has kept the consumer returning for high quality, ethical beauty.

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fig 03: D&AD Pencil image

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PACKAGING: BRIEF 01

Body Shop

Joined

Team Asbee The day we got our brief Dan wanted to explore the opportunity of joining Flat 6 who had been winning 2 briefs. Once Dan took that decision i thought i too could explore joining a group. I thought of â&#x20AC;&#x2DC;The Big Spiceâ&#x20AC;&#x2122; but realised that The Big Spice are good presenters and i may not be too comfortable with them.Therefore i joined Asbee, since they are talented. I wanted to work in a group where i could work with women and explore opportunities and learn new insights.

By joining the group with Matthew the group would have a range of thinkers from various geographies - UK, Middle East, China and India. While on the other hand we had two tough competitors which were the Flat 6 and The Big Spice. Asila and Bella were quite open to the idea since they too wanted to learn and we decided that this could be a merger rather than Matthew and myself joining Asbee. I liked the way we were welcomed. This shows how flexible the Asbee group were.

fig 04: A photograph of Asila and Bella

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Why

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One could refer to David Aireyâ&#x20AC;&#x2122;s Logo Design Love: A Guide to Creating Iconic Brand Identities. This could be refered in terms of looking at some of the processes. One of the key processes is the mind map. David goes on to say that mind maps are usefull tools that help designers take different routes and which also widens the spectrum of thinking and using different approaches. Similarly, Tim Brown and David Kelly of IDEO talk about mind maps as an important tool so as Ken Ribinson. We were given three briefs. One was Diesel, the other was Westfield and the third was Body Shop. This gave us the opportunity to come up with a SWOT analysis that would help us decide on which brief to go forward with. After a SWOT and a PMI we put down points such as the Body Shop brief was challenging, we were Body Shop consumers, we thought this could be an opportunity in terms of packaging design and the brand is into organic and sustainable products.

PACKAGING: BRIEF 01

Body Shop

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fig 05: Mind map 1 fig 06: Mind map 2

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Why

timeplan

Our

Timeplan

Why is Time management important to us? In the commercial world of business time is an important factor. since the company that we would be working for will be paying us a salary for the time we spend.

â&#x20AC;&#x153;

One needs to be clear about the role and objectives of what role we are playing. We need to plan our time according to the work we do and also take into considerations that other work might crop up. A diary could be maintained so that it helps us keep records of what has been going on, what needs to be done for the present moment and future dates. The other important issue when working in teams is to communicate to the other members and to see if they are on the same page as us and that they are too aware of the schedules and deadlines.

Each unit of time costs money. (Roberts, 1998:2)

fig:07

While Asila and myself were working the SWOT and PMI for the Body shop brief, Matthew worked on the Timeplan. This roughly explains a day wise plan and a clear structure for the three weeks of the project.

fig 07:Week Plan

Detailed Time plan: This went on to a detailed timeplan. We structured the plan according to days and what work we would do accordingly. second semester workbook

Our

fig:08

We started planning out a day to day plan of what has to be done over the week. During our first meeting we looked at the D&AD awards 2003, 2007 and some annual reports. We read and understood the brief as to exactly what is required, what are the points we need to consider and the mandatory requirements.

PACKAGING: BRIEF 01

Timeplan

fig:09

We read through and realised that we could come up with various approaches to face this challenge. We could come up with designing four separate products or come up with gift packaging. Later we went and started constructing a time plan. We had our expert planner who was Matthew himself. He started planning the whole schedule till the 1st of March 2011

fig 08: Week schedule fig 09: Project Schedule

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Week 01

SWOT

presentation

There were positives as well as negatives that were discussed. This was a good opportunity for me to layout the presentation. When one does that one starts thinking of imagery and text. Asila and myself worked throughout the night to put down what we had done so far. We were told through the feedback that our presentation was good in terms of having a time plan and setting ourselves a goal. Usually artists and designers set themselves a goal and is a structured way of working on any project. After talking to Wally Olins i came to an understanding that designers usually do not have the choice of always selecting the right brief, which i felt was true. Speaking to Mr. Olins and what occurred is that what does the future hold and what would people want in the future. Two to five years from now. what will be the next colour of Sustainability. It would be good to see what we could get on Mintel and other knowledge management sites.

We were told to ask some fashion students that would help us open our mind into other areas. We have got a good team of people and that we must divide the work equally. We were expected to put more depth into our research. Get into the product, smell, use it and have more fun. We need to see what people do with the product, see how they use the product and so on. They expected more about the discussion we had with Wally Olins. We had to touch upon the fact that if we were looking at the previous D&AD winners we need to look at the date and whatâ&#x20AC;&#x2122;s going on in the present. What was that particular strategy that could have potentially won. We needed to put more information about the competition.

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fig10: Image of the Presentation day

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Week 01

SWOT

We brainstormed about the identity. The responses that came up were Olive branch, supporting hands, dolphins, bottle top and so on. How could the identity relate itself to ethics. We were asked to do a word pool. Mould on the walls was interesting. A PMI on the identity and make comparisons. At this level we need to have more depth into our findings rather than what we just looked at. The Big Spice: Weakness was they had not outlined a time plan for themselves and what possible roots they would be taking during this project.

PACKAGING: BRIEF 01

presentation

fig:11

What is cool about things. What is the next step to ethical responsibility. They did not show any research and reasoning behind the questionnaire and the feedback that they took from us. From this one comes to an understanding that even if we display some image or text in our presentation that we are not sure off we do get a feedback that help us reflect and learn. Flat 6: They started with a very dramatic introduction in introducing a new member in their team. He was none other than Dan himself. This shows how open they are to accept a new comer. They started with a PMI with all briefs and finally selected Bodyshop. They showed the audience all the approaches that they have gone through or that they would go through. The Primary Research, Secondary Research, Reflection and so on. Personally i got a feeling that they were replicating the research metheods in a certain way.

fig:11a

The Big Spice displayed the above image in their presentation and to this the feedback they got was that this image could dissuade the costumers rather than persuade them to buy.

fig 11: Body Shop advert / Body Shop logo

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Opportunities: They were asked to look at how Ethical branding used to be in the year 1985 and compare it with todayâ&#x20AC;&#x2122;s branding. Look at ethical coding in a global scenario. What are the new Ethical shifts that are taking place in the contemporary world and so on.

They showed us Primary Research: Observation, Interviews, Focus groups, Photo archives, Surveys. Secondary Research: Podcast, Mintel, Books, Websites, Videos. Reflection: Discussion, Analysis and concept maps. They came out with problems: Old, no fun, behind in the market scenario and have low customer engagement. Things they need to consider: Colour, Shape, materials, life-cycle, Gifts and experience the store. Themes: In your hands, Being more Ethical, Joy of Activism. 15

Visit

to the Body Shop Before going to Bodyshop in Epsom, we constructed a questionnaire and a plan. I said to Matthew that he is very good with people and he is best suited for interviewing consumers. Similarly i said to Asila that she can be with Matthew since consumers will feel comfortable. I assigned myself to be the camera man in terms of recording data and taking photographs. The questions were as follows: 1- Age group ? 2- What brands of cosmetics do you prefer ? 3- Any resons why you prefer those brands ? 4- What are the key qualities you would prefer while using cosmetics ? 5- What is your first impression of the product ? 6- What inspires you color ? Shape ? Photograph ? 7- Do you prefer easy handling packaging or large size product ? 8What is your impression about Body Shop Verses Other competitor mega brands ? 9- What is your idea about transparent packaging ?

The time we went was a bit towards the end of the day and therefore we did not get potential customers to speak to but we got some good time with the supervisors at the store. We were lucky that we got some information off the records. This relates to the feedback what was said to us of speaking to the managers. After listening to what they said we came to an understanding that there was one designer used to design both different brands but same product. The other understanding we got was that women like what is inside the product, which is the content rather than the packaging of the product. So we came to an understanding that as visuals and imagery the trend has gone towards transparent packaging. This quite evokes feelings and makes it look cool.

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fig 12: Image of our Body Shop visit

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Visit

With what the manager of Body Shop spoke, we came to an understanding that amongst the TeaTree brand, the most popular ones are the TeaTree are face wash and blemished skin. Most of the teenagers buy face wash since it is good. Amongst Foundations, the most popular ones that go out are moisturisers. We came to know that White Musk was more Retro and that the elder generation used to buy such products. Young people never wore it. White Musk is a good seller but not among teenagers they go more for other fragrances. We also realised that all their bodybutter are all fair traded.

While the group was quite satisfied with the information we got i started thinking whether we have asked the right people or not and whether the responses we received from them were appropriate or onesided. This came to my mind since we asked only the managers and not the consumers. In terms of taking responsibility in the group, it was me who sent a presentation from the Open University to the group which had regulations on how to develop questionnaires.

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fig 13: Body Shop visit fig 14: Body Shop Visit

second semester workbook

PACKAGING: BRIEF 01

to the Body Shop

Plan

for the next week Matthew and myself sat and discussed our group plan and of how we should restructure our questionnaire. The plan was : After visiting Bodyshop we had around 46 photographs and 15 minutes recording. Looking at the photographs we analyse and to a semiotic analysis on why competition is better. We analyse how one could be contemporary. We analyse our competitors themes, influences and refill. Ask questions why competition is doing well. How do we develop Bodyshop with the positive of others competitors. More importantly what do our customers say about these brands. Who are our customers and what is their age.

We had a lecture from Dr. Cameron on how experts get involved in the design process. Therefore, Matthew and myself made a list of how we could involve experts into our project. Therfore, we listed down experts who will influence our decisions. They were Fashion models, Fashion designers, Jewellery designers, Scientists, Magazines, blogs, ITV This Morning make over websites, Vedic Sciences, Health (NHS), Parlours, Researcher (Ethical Marketing), BASF, Dow Chemicals, Fashion Students. Survey online 4 countries. This provoked me to look at the chemicals that go into the product. I also looked at videos that said how chemicals that go into the cosmetics are harmful for the human body.

This takes us to Oxford Street, where we will get majority of the customers. We need to ask Who they are? What do they do? What do they think? What music they listen to ? Who and what are they inspired with? What do they see.

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fig 15: The story of cosmetics

Debate: Here was an interesting debate of how the chemicals and cosmetic industry operates. The above image shows how the chemicals that go into the cosmetics is harmful for the human body. This gave me an opportunity to make further enquiry on the subject. With the secondary research, i went into a Primary Research by asking the Human Resourses of Dow Chemicals that produce chemicals for the cosmetic industry on what are 18

their policies on chemicals that are launched for the cosmetic industry. Their response to this was that the company is supposed to pass several regulatory acts before including chemicals into the product as well as a cosmetic brand like Body Shop. Therefore, one comes to an understanding that videos can be crafted to bring down the competitors sales. I went on to enquire further with the CEO of BASF Chemicals about the same and he said that Body Shop is

quite particular of what chemicals go into their product and they do use organic ingredients to its maximum use. This gave me an understanding of how business to business industries operate.

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Deligate

fig:16

PACKAGING: BRIEF 01

work

Once i discussed all that i had to say, we came to a possible conclusion that we could work on the theme of â&#x20AC;&#x2DC;Inner Beautyâ&#x20AC;&#x2122;. I assured that i would contact the experts like the Chemical company and the top 15 Jewellery designers is the UK. This gave us an opportunity to deligate work to everyone. Since i had done the ground work, Matt said to me that i need not take too much work. Therefore we started dividing work. Bella could not make it for this day and hence we did not want to give her too much work. fig 16: Image while deligating work

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fig 17: Illustration of deligated work

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Product

PMI

analysis

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fig 18: Image of comparisons fig 19: Images of culture and origin

In the above image i have referred to Edward De Bonoâ&#x20AC;&#x2122;s Plus, Minus and Interesting points to analyse the products. I was asked to do a template and others would follow. second semester workbook

PMI

analysis

Here i did a comparison of colour, shape and image to understand the present Bodyshop along with its competitor brands. What i understood was that the Vaseline bodybutter has similarities and recognises itself more to the colour of the skin that could be brown, light brown, dark brown and so on. The shape of the bodybutter is circular but has physical tweaks that make it look female. The body has a glossy finish that evokes emotions and has a light chocolate finish. It gives a sensual feeling. Its as if a female body in shining.

Similarly, the velvet fabric plays an important role. Here i have taken the famous fashion designer Valentinoâ&#x20AC;&#x2122;s red dress. If we look at the shape of the body it has tweaks that signify a female persona in the product itself. There is clarity in terms of graphics and space management. The typeface in both Vaseline and Dove are contemporary. Once again Dove displays a women dressed in Red velvet or silk fabric. The final conclusions that one brings out after studying the comparisons are as follows:

On the other hand if we take Dove bodybutter, one might start thinking why the deep red. Later, when one does the analysis one makes similarities that women accessories are attached to the packaging. In the image analysis above one can see that to a certain extent the deep red might have been inspired by the Ruby gemstone that are used extensively in jewellery design. fig 20: Image that explains the analysis

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PACKAGING: BRIEF 01

Product

PMI

analysis

fig:21

fig:22

This above image has been done by one of our team members Bella. I was surprised that this step was not self initiated but i was told to first do the research and then she would follow.

fig 21: Image of comparisons fig 22: Images of culture and origin

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Product

SWOT

PACKAGING: BRIEF 01

analysis

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fig 23: Image of a SWOT analysis

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Product

fig:24

PMI

analysis

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This above images has been done by one of our team members Asila. These talk about the colour mood and one interesting part was that Musk is an odour and the extract comes out of a particular deer family.

fig 24: Image of creating a mood board fig 25: Image of other musk products

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fig:26

SWOT

analysis

PACKAGING: BRIEF 01

Product

Though we deligated work,there was no initiatitve taken by the fourth member towards the group and hence we did not get a structured SWOT or a PMI for the Tea Tree product. This gave us the opportunity to have a group discussion and sort out the SWOT and a PMI for all the four products. This encouraged us to make a short video on the four products. fig 26: Image that shows a SWOT analysis

second semester workbook

Do Signs convey multiple meanings?

According to Bignell, Jonathan. (1997:9) Saussure’s model to a certain extent brings structure into the whole system of language and its meaning. Hall, Stuart. (1997:34) critiques Saussure’s model of sign, signifier and signified and says Saussure’s model had a very structured way of looking at the system of language. Hall, Stuart. (1997:26) suggests some of the basic examples to understand signs are the traffic lights. He tries to explain that there are no specific meanings to a particular colour. For example colour red has several meanings. The colour red could mean stop, danger, emergency and so on. At the same time if a particular colour is put into a certain culture or system it will mean something very particular. What one understands from this discussion is that Saussure’s model of signs can surely be utilised but as Stuart Hall explains that the signs could be given multiple meanings and can be treated in various contexts.

If one observes the image below Fig.27 one can look at the colour red and other images that might give various meanings. The mood that has been created is quite open but goes towards a feminine culture. The signs have been constructed in such a manner that it makes one believe that it is for women. The signs such as the colour red put in a womens dress, The ruby gem would be worn by a woman and so would the necklace in the form of jewellery. The colour black in a women’s dress signifies a feminine culture,whereas the skin tone colours might also signify that it is for both men and women. Does that mean the product can be worn by both men and women? To a certain extent yes, since none of the products have the image of a specific gender. One weakness of this image could be that it has been deliberately constructed to target women. The other reason it has been constructed is because the brief wanted to target women in particular. Does the image also get into styreotypes?

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fig 27: Image of creating a mood board

second semester workbook

The

PACKAGING: BRIEF 01

next green

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As a part of my secondary research i went through articles that CEO of Saatchi and Saatchi Adam Werbach and John Rooks, President of the Soap Group have written. After reading their articles one comes to an understanding that the colour green has been over used, the colour is been used by organisations as a shortcut to emphasise on sustainability.

‘True sustainability does not need color. Cultural theorist Marshall McLuhan said that, “mud sometimes gives the illusion of depth.” Same goes for Green or Blue. They offer the illusion of sustainability, the spectacle of sustainability.’ (Rooks, 2009) He also goes on to say how Sustainability is transparent, clear, open and naked. Adam Werbach in his article says how colour green lacks expression of sustainability, while sustainability is much more than ecology. (Werbach, 2008)

fig 28: Adam Warbach - CEO - Saatchi &Saatchi

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fig:30

After speaking to him one can come to some possible conclusions that sustainability is all about being true. There are firms like British Petroleum that shouts out that they are green. Therefore, after listening to brand consultants, one can sum up that the colour green need not be a signifier of Sustainability. This made me think about how one could tackle the Body Shop brief and how and why to use a particular colour.

According to my Primary Research, i was fortunate to have a one to one telephonic interview with co - founder of Saffron Brand Consultants Wally Olins.

This discussion was very useful since all the brand values of Body Shop focus on issues that are directly related to sustainability.

fig 29: Wally Olins - Co founder - Saffron Brands

fig 30: John Rooks - President - SOAP Group

Tutorials Four of us met on Monday and discussed all that we had delegated. We discussed all the ideas and i discussed the bigger idea of how one could have a whole strategy behind this. The strategy was that there would be doctors in the stores who would be coming and giving customers a free check up and suggesting the suitable products for the customers. Bodyshop would even give health tips and other consultation and take care of the holistic body. After several discussions and thoughts we as a group came up with a questionnaire for customers. Would you like the Bodyshop to take a holistic approach for your health? This would offer you health check ups and prescribe products suitable for your body, which will enhance your overall health Would you like the Bodyshop to suggest health tips along with their products? They would prescribe appropriate diets, massages, yoga and exercises that would enhance your overall health and try to keep your mind and body in control. Eat healthy, Drink plenty of water, Exercise regularly, Minimise toxins, Reduce stress. â&#x20AC;&#x201C; Activate Self Esteem. If the product was ( Re usable ) will they be more interested in buying it ? Do the color and Shape play a big rule in picking the product ? ( So we can know what to focus more on Color or shape ) Do they prefer Re Cycling or Re using ? ( so we can know which path to use ) Will you be interested in having a Tag of Tips on the product ?

Matt then contacted Body Shop at Oxford Street and we got some good responses like they said that they would be launching a new product. We thought we had a good idea but then we had a tutorial with Inji and Damian. After what we shared they took us through another journey like asking what we liked the most. I said i like Indian Classical music and especially the Santoor. Since i get some peace on mind. It relaxes my mind and i can think clearly. They wanted us to build a story that could be remembered, that can be experienced and memorable. Damian said he likes Wine. He likes the vineyard, the grapes and the whole journey behind drinking the wine. The product has to smell, felt, touched and has to have a desire. Has to evoke emotions. We also need to look at ecological aspect. The one thing we really enjoy!!! I said i like the trees, rivers the silence. Asila likes the Caramel Chocolate. We need to look at peoples moods, desires habits. We were made to feel that we had to think and be more creative in terms of crafting out a story and capturing the audiences attention. Trying to bring in a personality to the brand and products. Inji said to us we need to see what the brand values are and what the product looks and feels like. Later we as a group were a bit disappointed and sat and brainstormed on what the big idea should be. Matt and myself started making up a story on where the product comes from which is Africa. Africa is famous for Safari, Gorillas native women. Matt is interested in Drumsâ&#x20AC;Śmay be the native drums could be a sound. I like Indian drums but also meditative music since i am an Aquarian. We then came to conclusions for that day and started delegating work.

second semester workbook

E-mail

We discussed our SWOT analysis and the basic research we did. We shared the idea of reuse and how the packaging would be able to use the pack in various forms instead of recycling. I shared my products weak and minus points which was body butter. We were asked to experience our own life. Our likes dislikes and try attach it to the product. We agreed on going back to the brief and come with themes and stories for each product. We agreed on looking at Die line packaging. We agreed on exploring materials. Paper Chase. We were asked to explore more on ‘Themes’ and ‘stories’ since we had not yet come out with something concrete. At this point of time we were behind schedule.

PACKAGING: BRIEF 01

Tutorials

fig:31

Hi guys, After doing some more research Looking at books, commercial advertisements on youtube, Body Shops channel on Youtube, packaging books from library and what Inji asked us to look at i have come up with some possible theme or a route which is ‘Secrets of Nature’, ‘Unfolding Nature’, ‘Unpacking Nature’, or ‘Bringing back Nature to your lives’. Here is the video i looked at for some inspiration. http:// www.youtubecomwatch?v=YBGXDIld9 DEhttp://www.youtube.com/watch?v=A xMzI8GrBtc&feature=related Bella says that we must go to Oxford Street and visit Selfridges http:// www.timeout.com/london/shopping/ event/215441/patternity -at-selfridges#details We need to document all this and present all our work on Tuesday! Please do let us know your thoughts and timings Thanks Shreeram

fig 31: Image of a calender

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Packaging

fig:32

fig 32: Image of a coffee brand : Espresso

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Going

First Phase: We need to see the current costs, Market data, Market Potential. Next comes. Defining of the Problem: - Creativity. Solutions and Opportunities. Analysis: Market Implications, Production Implications, Likely costs, Assessment of potential :

In this section the age, gender, personality, socio economic group, life-style, self admirers come through. Later comes the Purchase profile. Next comes the Brand properties, which is followed by advertising – Design Study.

Outlining the Proposal: Presentation Action Phase: Project Start up –

In the Design Study the Shape, materials, Colour, Texture, Graphics are discussed.

Packaging Brief: Liaison with inhouse / external agencies. I would not go into detail since that is lot of technical data and research. This books then takes us into the area of Packaging. As designers we need to understand several aspects. Starting with Demographics and Socioeconomic profile. Age group, gender, purchasing behaviour, lifestyle, personality and lastly brand awareness and brand loyalties. This brings us to the Design Phase.

Finally prototypes and then final product gets manufactured. After looking at this i went back to our brief and started understanding the Body Shop as a Brand, started looking at their advertisements and gave detailed attention as to what exactly the brand wants to communicate and what is the message given out. I discovered that their primary focus is towards Nature. They want their customers to be one with nature.

According to this book there are five variables that a designer can manipulate to bring their designs into line with a brief. This starts with material, shape, colour, texture and graphics.

Looking at emerging practices one could come to possible conclusions that packaging goes beyond just a product, by giving the customers an interactive experience. As Tim Brown and David Kelly use design as a tool to enhance the customer’s experience. This brings in additional value to the user. Giving something more than just a physical product.

Referring to some of the talks given by the CEO – President of IDEO Tim Brown, in Design Observer.com one comes to realise that a designer could go beyond the variables that are mentioned and can look at the overall language that the Brand speaks. For example - In terms of Body Shop they could re-think on the lines of re-structuring the interior spaces of how the products are placed, how the customers are to be welcomed, how the supervisors and assistants speak to the customers. In one off Tim Brown’s recordings he gives an example of how IDEO was asked to design the seats of a train and during the process how IDEO looked at the few steps before and after experience of the train and not only the seats. second semester workbook

The entire experience of Body Shop can be structured to enhance the relationship of the customer and the Brand. Later comes the Product data, Then there is a Consumer / User profile.

PACKAGING: BRIEF 01

beyond packaging

According to Stewart, Bill. (1995:12) there are various phases that come in before the design phase. Here i shall list the various phases. :

One of the examples in the contemporary world is Apple Technologies. They do not only sell music, mobile phnes and laptops but they give an added value of experience and therefore customers feel like going back to Apple. Apple might be using innovative and creative techniques to bring back its customers. Therefore, one could say Apple packages music, mobile phones and laptops differently that customers would buy into. Apple is one company that gives importance to detail. 31

PMI fig:33

We started brainstorming on themes. We used Edward De Bono’s method of Plus, Minus and Interesting to help us decide on one theme. The Plus points of Nature were that it is very much attached to the brand value, Nature is one off the key factors of the ingriends, The Minus were that this theme was used widely in Body Shop. The Interesting points were that the shapes pattern, and textures could be explored. Another interesting idea was that all four products joined together could form a whole natural 3 dimentional shape. According to Food as a theme, the Plus points were love for food and health as a food. one of the Brand Values which is Active Self Esteem.

The Minus points were that not all food is healthy. The Interesting points that came out were that food ingredients do go into the skin. Like cupcakes any food imprint could be used on the Body Shop By an analysis for Travel, we finalised ‘Travel’ and went ahead. This mostly came out of the product and where it comes from. Country stamps were an interesting idea. Along with that Historial ideas were interesting. Travel tickets were also interesting. Most of Body Shop products are sourced from around the world and therefore this theme stuck to us.

fig 33: Image of a Body Shop advert

second semester workbook

Questions

1. Age? 2. Married or single ? 3. What part of UK London do you live? 4. Favorite drinks you prefer? 5. Favorite food? 6. Do you go with the latest fashion trends or selected expensive brands? 7. Mostly do you cook or go out for meals? 8. Where do you go for Vacation? When deals can be done or package tours? 9. What hobbies and/or sports do you enjoy? 10. What types of entertainment do they like? (movies, theater, opera, etc.) 11. Do you like Environment / Natural ingredients into the products? 12. What determines your purchase â&#x20AC;&#x201C; Price or Quality? 13. What do you do to maintain your health? Aerobics14. Do you work ? What industry?15. What Music do you like?16. How regularly do you buy these products? 17. What benefits do those products provide for you?18. Do you look for the Brand when you buy the product? 19.Which of the following products do you buy regularly? Second draft Questionnaire: We need to understand and construct a Consumer / User profile Age? Married or single ? What part of UK London do you live? Favorite drinks you prefer? Favorite food? Mostly do you cook or go out for meals? Where do you go for Vacation? When deals can be done or package tours?

second semester workbook

What hobbies and/or sports do you enjoy? What types of entertainment do they like? (movies, theater, opera, etc.) Do you like Environment / Natural ingredients into the products? What determines your purchase â&#x20AC;&#x201C; Price or Quality? What do you do to maintain your health? Do you work ? What industry? What Music do you like? How regularly do you buy these products? What benefits do those products provide for you? Do you look for the Brand when you buy the product? Which of the following products do you buy regularly? Final draft: We need to understand and construct a Consumer / User profile Age? Gender? Married or single ? What part of UK London do you live? What flowers and colours do you like? Favorite drinks you prefer? Favorite food? Mostly do you cook or go out for meals? Where do you go for Vacation? When deals can be done or package tours? Favorite TV channels? What do you do to maintain your health? Do you work ? What industry? What Music do you like? We can have a discussion on the the present products on why what do they use.

PACKAGING: BRIEF 01

for customers

First Draft:

Oxford St. Body Shop

fig:34

It was quite hard to interview customers who were on the Oxford Street since it was too busy and people were not ready to give us time. We went the correct way of asking the Body Shop manager if we could ask some questions to the staff or consumers. The manager did not give us permission. This made us think and made us go to the other Body Shop. Here we tried a different technique. The technique here was that there was an area in the Body Shop that had a â&#x20AC;&#x2DC;Free skinâ&#x20AC;&#x2122; consultant. I suddenly develop ed an idea in my mind that one could enact being a customer, make up a story that our girl friend needs some product and then keep asking questions and once the person is comfortable then one could get into asking the questions.

She also gave us information that the summer collection that won a prize was a German and her inspiration was the cupcakes and the imprint using various bright colours.

One of the designs are as below:

We spent 20 minutes with one of their staff members and got a lot of information. Some which we needed and some that did not make much sense.

fig 34: Image of a Body Shop at Oxford Street

fig:35

fig 35: Image of the Body Shop product

second semester workbook

Patternity

Personally doing a Masters i asked myself would one go to Oxford Street for Body Shop also assuming the fact that there would be LUSH and the other competitors. On the other hand one had to plead the team members to come to some place since one wasnt keeping well, the other had music sessions and other team member had a dinner to attend. So Oxford street became more of a fascination rather than some serious study. Since we had a situation like this we did not want to take the risk of asking â&#x20AC;&#x2DC;Why Oxford Streetâ&#x20AC;&#x2122;. We attended the Patternity exhibition which was truly good and inspiring. Bella suggested us that we go there. Once we went there i was made the lead person to ask all about their work and inspiration. Matt could not come since he ran late. I asked the designers what were their inspirations and a little about their designs. We got a lot of inspirations http://www.patternity. co.uk/

fig 36: Image of the Patternity mood board fig 37: Image of the designer answering questions

second semester workbook

PACKAGING: BRIEF 01

exhibition

fig:36

Patternity is a design studio that makes garments. Their inspiration are the street shadows, graphics, and natural environments around the city.

fig:37

Tutorial

We were asked us to communicate the idea to non-graphic designers. If we have to show a tomato how would one communicate. how does it look. If we have gone to the pattern exhibition then who else does pattern design. How can we frame carrot soup with a carrot. He gave us an example of the brand OXO. We were asked to touch and feel the objects we designâ&#x20AC;Śengage with the product. How do we capture the audiences. We were given a print out of a whole plan of how to structure the presentation. We were asked us to think of innovation. New ideas, New methods, rethink of relationships. Change the name if possible as a part of our MA.

This shows how this design studio gets inspired by street shadows and naturally created patterns and implements then in their designs. This was quite interesting since we were into doing the Body Shop brief and they too talk about nature. So for us it was interesting. What we saw was the patternity ideology. we learnt how they are using the natural patterns into their designs. This takes us back to the Body Shop brief and one understands how one would be able to apply the textures and patterns into our designs. On the other hand Jonathan Barnbrook uses the similar style of design that have patterns. This encouraged us to use patterns in our project.

We were asked - What are we thinking off ? What do we learn from that and how do we apply it for our work.

Barnbrookâ&#x20AC;&#x2122;s texture

fig:38

fig 38:Image of a texture

second semester workbook

Week 03

The question that came up was why Oxford Street. We realised that usually people may not go to Oxford Street to shop. This was a surprise, but thats reality. So what comes up here is that there is no guess work to be done. Research is about knowing and not guessing. Being a good designer is understanding the problem. When we ask other designers about what they think then we could go in and deconstruct the idea of colour.

What colour, Why the specific colour How – who. Strategy for deconstruction colour theory. European Colour, Bauhaus Colour theory Asian Colour theory. The other area Damian touched was on Gender. On how does the female figure or a male figure attract and whom does it attract. Multi- ethnicity – race and so on. Do we show? Body Shop is Multi Racial Multi Ethnic company. (Hetrosexual, Bisexual, Metrosexual). I felt happy that it was my idea of having Desire as a theme is (A Great Theme) successful and could sell well, but what i added there was a women’s figure. There can be debates whether Women sell or not. Understand what Symbolism is. If i use a women, colour ask why and deconstruct it. Tree idea was mine and Damian liked it. There were good nuggets that could be developed. ‘Desire’, and may be for all…. Tree, Look at Mordernist ideas of Bottle shapes…Theory…

second semester workbook

PACKAGING: BRIEF 01

The issues that came out of the presentation were that we did not address what we were doing, why we were doing and how we would be doing the brief. Therefore, structure was missing. I myself believe in structure but it did not come out as a group concern. Damian touched upon the idea of story telling. What was Body Shop and what is it now. This can be reviewed through articles, journals and so on. He emphasised on the word ‘Care’. We did set questionnaires but it was not structured and planned the way it should have been. We were asked to look at Mintel. Questionnaire design.

Week 03 presentations

The Big Spice showcased a structured presentation. They had a structured framework in terms of identifying the problem, examining the brand values and had a good analysis of the products that had to be package=.

The strength that Big Spice has is that they work on the â&#x20AC;&#x2DC;big ideaâ&#x20AC;&#x2122; instead of just packaging the products. They do think of themes during each of their presentations. At this point of time their themes were not strong enough.

fig:39

fig 39: Image of a the Big Spice presentation

fig:40

fig 40: Image of the Mood Board

second semester workbook

Beyond There were several subjects discussed during our presentation. The one that stood out strongly was whether using a women’s figure is appropriate or not. This gave me an understanding that we are emphasising on stereotypes. Stereotypes could be defined as assumptions made by society either positive or negative on a particular gender, community, country or individual. In this case the stereotype is - about using a women in an advert and making assumptions that she could be used to sell the product in a successful manner. The other issue that came up was whether ethnicity, gender play a role in a company that sells products for a multi-cultural group of customers. This took me to Jonathan Bignell’s second edition of Media Semiotics, an introduction. Bignell, Jonathan. (1997: 46) discusses about how the Wonderbra adverts are read through the system of language.

Moving further into the discussion, Bignell also states that this advert could be read in two possible ways. One - that a women who reads the advert could envy the model and want to buy the product. The second manner of reading this advert could be that a women seeing this ad may not feel attracted to buy this bra, which means refusing to percieve the bra as desireable. The other subject was of ethnicity. If one particular ethnicity is shown then it may not address multi ethnic backgrounds. By reflecting upon the discussion, one can come up with possible conclusions while solving the Body Shop brief of how to look at common cultural signifiers that address multi-ethnicity, multi-gender, multi-racial and multi-cultural backgrounds. Similarly, some of the Wonderbra ads have come out of the stereotypes of using women as signs that may not directly signify women but have tried to touch upon the similar ideology.

“To buy the bra is to ‘buy into’ an ideological myth that women should present themselves as objects for men’s sexual gratification”. (Bignell, 1997:49)

second semester workbook

PACKAGING: BRIEF 01

stereotypes

Beyond stereotypes

fig: 41

fig:42

Here one can see how the imagery has been changing over time. The signs have kept changing although conveying the similar message. In fig. 42 Oranges and no other fruit has been used. This shows that Oranges could be the most possible fruit that goes quite close to what they want to communicate.

fig 41:Wonderbra advert 1994 fig 42:Wonderbra advert

fig:43

fig 43: Wonderbra advert 2005

second semester workbook

Story At this point i was a bit confused about our teams thinking of the big idea while solving the Body Shop brief. Therefore, i sent a message to Inji, one of our tutors. Dear Inji, This is Shreeram. It was great to have the tutorial with you. You mentioned that we do not have good themes or ‘the big idea’. Can you please give us some examples of companies with ‘big ideas’ and what were those big ideas based upon in terms of packaging. Your advise will truly help us Thank you Shreeram

PACKAGING: BRIEF 01

telling

This was truly helpful and made me look at various inspirations which was sent by Inji, our tutor.

fig: 44

Hello Shreeram, Well- in the beginning we mentioned a company called Pearl Fisher. They did a rebrand of Cadbury and the big idea was all about the essence of Cadbury : Milk Chocolatehttp://www. pearlfisher.com/CadburyDairyMilk. htm?viewallow=1 Have a look. Another fantastic idea was when Jamie Oliver approached Pearl fisher asking to brand his food store products. http://www.pearlfisher.com/JamieOliver. htm?viewallow=1 The big idea here was to have a bit of jamie all to yourself. Thus the successful Jme brand identity. Dr Stuart and Froosh are equally good examples. Hope that helps. Please look at the Die Line as well as previously mentioned. Very inspirational in terms of execution.Cheers Inji.

fig:45

fig 44:Nude Packaging - Pearl Fisher fig 45:Dairy Milk Packaging - Pearl Fisher

fig:46

fig 46: PORT - British Packaging

second semester workbook

Importance of story telling

“Mostly we rely on stories to put our ideas into context and give them meaning”. (Brown,2009:132)

fig: 47

Brown, Tim. (2009:133) suggests how storytelling plays an important role in solving problems. He also goes on to say how the smiley Mac icon told an interesting story rather than the blinking green cursor of the MS-DOS. If we look at fig. 47, which is the Nude packaging done by Pearl Fisher, they have in a way kept it quite simple and straight forward, as in matching the name and the colour tone of nude skin. The name, NUDE says it all.They have kept the typography towards a Bauhaus style and have made no bold claims such as promises for consumers to buy the product.

fig:48

experience should be authentic and the third is that the experience should be executed with sensitivity and precision.

“Storyboards, improvisation, and scenarios are among the many narrative techniques that help us visualise an idea as it unfolds over time”. (Brown,2009:132) Therefore, by this discussion, one feels that narratives and story telling could be one of the key factor to enhance the consumers experience. After understanding what the big idea or the brand stories of Dairy Milk, Nude and other packaging were i got a rough idea of what we as a group need to achieve.

In terms of signs, they have not used any stereotype imagery of a nude women or a man to signify nudity or make the imagery a selling point. By using a restricted colour theme or skin tones they have put their message across. By telling stories products and brands are sharing experiences. These experiences are key for the customers to come back and buy the product. According to Brown, T. (2009) great experiences requires active consumer participation. The second idea is that the

fig 47: Nude Packaging - Pearl Fisher fig 48: Bauhaus Typeface

second semester workbook

Tutorial

PACKAGING: BRIEF 01

before the final week I discussed about how i researched about the national flower from the island of Tahiti. Damian helped me understand a structure behind what is a ‘Flower’ what has come out of that in terms of Sign, Signifier analogy and what gets signified by a flower.

fig:49

Therefore, the idea Bloom is a good analogy for the big idea. This took me back to what i had already researched and come up with - ‘Secrets of Nature’, Unfolding the secrets of Nature… Damian gave a twist to the same idea by putting in a structure to the idea of ‘flower’.

fig:50

fig: 51

fig 49: A Sketch during the tutorial fig 50: A Sketch during the tutorial fig 51: Image of a Tahiti flower

second semester workbook

The Big idea

flower

body Shop

fig:52

blossom

The above figure 52 explains how the idea of blossom got generated. According to Saussureâ&#x20AC;&#x2122;s model of Sign, Signifier and Signified - the art work in magenta and chrome is the sign. The signifier is the flower. What is signified from the flower are the describing words (adjectives) like blossom, flowering, bloom and so on.

This can be attached to the Body Shop brief in terms of blossoming, flowering or opening-up Body Shop. Once we finalised the travel and blossom idea we developed a mind map to go deeper and understand more about the subject in a textual as well as visual format.

fig 52: Image explaining sign, signifier and signified

second semester workbook

Mind Map

PACKAGING: BRIEF 01

for travel and blossom

fig:53

In fig. 53 one can see the mindmap for travel. There were several ideas that came up. The words and images that came up were - Historical monuments, maps, adventure, wildlife, country side, food, surfing and so on.

fig:54

In fig. 54 one can see that the word â&#x20AC;&#x2DC;Blossomâ&#x20AC;&#x2122; has been mapped. Several ideas came up from the map that helped us make decisions.

fig 53: Mind map of Travel fig 54: Mind map of Blossom

second semester workbook

Key words

very talented in making various artifacts and making a living out of that. Some artifacts were made of recycled glass.

fig:55

We started thinking of a family going out for an adventure. Therefore they will have bags, they would collect stamps, maps to guide them through the journey, diaries that they would fill in while travelling and so on. These were some of the routes we started thinking off.

This also gave me an idea of how Body Shop can make this as a business proposition and have a greater involvement of women into manufacturing the containers for Body Shop. This was shared with the group and we decided that we could align our containers towards traditional pottery, but give them a contemporary style. I further re searched on the traditional idea of butter and a bit into the history.

I started thinking of earthen pottery since i had research that the African artifacts are very famous and women in Africa are

fig 55: Image of glass artifacts

fig:56

fig 56: Image of African earthen pottery

second semester workbook

Recycled

fig: 57

PACKAGING: BRIEF 01

glass

fig:53

In fig.57 one can see glass beads which are little works of art. They were manufactured in Ghana, West Africa out of broken glass. Women, collect broken bottles from the village, crush them, melt them down in clay kilns, then pour the melted glass into molds to harden and â&#x20AC;&#x153;wah-lahâ&#x20AC;? a lovely little fish appears! These could be used as beads in a necklace or as a show piece sitting out in ones home.

On the other hand In fig.58 and 59 one can see some contemporary practices.

fig: 58

fig: 59

fig 57: Image of glass artifacts fig 58: Glass designs fig 59: Image of contemporary glass container.

second semester workbook

Designs

fig:60

In fig. 60 we can see some more contemporary designs

fig:61

In fig. 61 one can see that in a traditional epic they used to store butter in containers shown in fig. 61

fig 60: Image of some contemporary designs fig 61: Image of a traditional butter used in an epic

second semester workbook

Initial

fig: 62

PACKAGING: BRIEF 01

drafts

fig: 63

After the research i started developing pottery style designs for all the four products so that in terms of shape of the product, labels, tags we could achieve a consistency. This was communicated to the group. Later, it was decided by the group that each one does their own product. Therefore, i chose the body butter. There were special efforts taken to work separately.

fig: 64

fig 62: Sketches of the four products fig 63: Sketches of the first draft - body butter fig 64: Sketches of the second draft - body butter

second semester workbook

Sign

signifiers

fig:65

fig:66

In fig.65 one can see how the Zebra stripes have been used as a sign that could signify wildlife. As a sign it could to a certain extent signify a trace of lotion or cream.This reflects upon the Body Shop brand values - which is conserving wildlife. In fig. 66 i have explored the product packaging in terms of shape using the traditional shapes of butter containers, although giving it a slightly contemporary look. Contemporary look very much means clean and clear graphics. In fig. 67 i have explored in terms of transparency (see through) packaging. This idea came up after my primary and secondary research on the next green and also looking at some of the emerging practices in packaging design.

fig 65:Image of Zebra stripes in colour brown

fig:67

fig 66:Image of product shape fig 67: Image of product in transparent look

second semester workbook

Sign

In fig. 68 i have used the positive - negative (silhouette) idea. I was also inspired by Wilhelm Staehle who has developed a style in silhouette art.

fig: 68

PACKAGING: BRIEF 01

signifiers

fig: 69

cocoa

In fig. 69 i have used Gill Sans typeface since it has a very clean and contemporary look and feel.

body butter

In fig.70 one can see the whole image of the product with the silhouette cocoa seed, typeface and colour that is towards cocoa. In terms of improvisation one could look at exploring with typeface and look at modern style cosmetic product shapes. The cocoa seed could be explored in several ways like hand drawn, photographic and so on. Fig. 70 has been given less time for production and therefore does not have a professional approach. In fig.70 the transparent area is made out of recycled glass and the top is made out of both recycled glass as well as a plastic towards the rim. The transparent idea came from the discussion with Mr.Olins.

fig: 70

cocoa

body butter fig 68: Silhouette of the cocoa seed fig 69: Typeface exploration fig 70: Product exploration

second semester workbook

Sign

signifiers

fig: 71

Cocoa body butter

In fig. 71 one can see the top view of the body butter along with the logo, typeface and cocoa seed. One of the recommendations for the top area which is the transparent area is could be manufactured by recycled glass. Therefore, it is a combination of recycled glass and a very less percentage of plastic. In fig.72 i have explored in terms of tags for all the four products. I have tried to explore navigation, maps and wildlife graphics since our theme was about travelling.

fig 71:Image of product top view

fig:72

fig 72: Image of tags for the four products

second semester workbook

Deligate PACKAGING: BRIEF 01

work

fig: 73

During our final leap of the brief we deligated each one to work on their own product and on the other hand we asked each one to produce parts of designs for all four products.

fig 73: Explains how we deligated work

second semester workbook

Stamp designs

fig: 74

A RUL A

CO A

OWER L F

A RUL A

CO A O C

OWER L F

These designs were done by Bella. They were done, keeping in mind the stamp collection idea while travelling. By looking at the mark it takes one back to the old identity of Body Shop. But originally this design was done considering the fact that this is the new identity and personally i was not convinced by this approach by repeatedly communicating that this is the old identity. There were two members in the group who believed that this is the new identity.

These designs came up from the idea of opening up, Blossoming and so on. One might think twice if these are contemporary or emerging practices.

There was the identity that was given by the D&AD associates that could have been used to explore ideas.

fig 74: Stamp design

second semester workbook

White PACKAGING: BRIEF 01

musk

fig:75

This design has been constructed by Asila for the White Musk. This too has the old identity. The shape looks a bit uncertain from the base. There was no strong reason behind the type face selected. The image of the airplane acts completely in contrast to the brand value of the Body Shop. Therefore the image of the airplane may not be a successful idea. According to the shape one might just have to think twice on how one would ergonomically hold the bottle.

fig: 76

fig 75: White Musk Designs fig 76: White Musk Designs

second semester workbook

Foundation

fig: 77

designs

Looking at these products one would say there has been quite some work going into it in terms of giving it a three dimentional shape but one would wish that it should have been done my one of the members in the group instead of some one from outside the group. Here too the old identity has been used to promote the brand.

In the image below once again the image of air planes have been considered after repeated communication that it wouldâ&#x20AC;&#x2122;nt work at this point of time.

Not much work has gone into understanding layout and typefaces. The other stricking point is that the foundation has been named Marula, the fruit without consulting the group. fig: 78

fig 77: Foundation fig 78: Foundation

second semester workbook

Tea Tree PACKAGING: BRIEF 01

face wash

fig:79

If we see the packaging design of the Tea Tree on this page, there has been a lot of exploration done in terms of texture, pattern shape and typeface. There has been no restricted colour pallette used but some direct inspiration.

fig: 80

The look of the bottle goes towards handicrafts and garments that the African women wear. The design lacks the professional approach that it could have achieved if given some more time. Typeface could have been explored more. The design of the bottle might be an influence from the contemporary design master Alan Fletcher.

fig 79: Tea Tree product fig 80: Tea Tree product explained

second semester workbook

initiatives / reflection If i have to put down my initiatives towards the group i would say i was responsible for deconstructing and doing a SWOT on why we need to do the Body Shop brief. I was completely responsible for the SWOT and PMI of the product - mande a template for the group to follow.

On our visit to the Patternity exhibition i was made to speak to the designer and on the spot i had to come up with questions that would help us solve the brief.

I did have to lead the team and did that for one and a half weeks untill i got stressed.

Reflection: - Strengths : We were a talented and intelligent group. We were from various countries. There was a good amount of graphic skill in the group and well as people who knew to bring structure to the group.

Researching the product well in terms of chemicals that go in, doing a primary and secondary research on asking chemical companies that make chemicals was my initiative. Enquiring how sustainable Body Shop was my initiative. I initiated to book an appointment with Wally Olins to speak about the over use of colour green as a sign of sustainability. In terms of weekly presentations i developed two presentations. In terms of themes for the Body Shop brief i got the idea of ‘Nature’. ‘Secrets of Nature’, Opening up the secrets and so on. I initiated the group to have a brain storming session / mind map on the final theme and how we need to execute the project.I was responsible for the entire Body Butter design.

I played an important role in designing questionnaires for customers.

Weaknesses: Member’s commitment towards the group were very uncertain and therefore even of there was talent the group did not come up to a certain mark. Coming to a strong theme took a very long time and therefore did not have much time for production and making the product. Opportunities: Strengths were not converted to opportunities. Threats: Surely there were other teams like The Big Spice and Flat 6. In terms of improvement i think i need to understand the ways to tell a story. Think about the ‘Big Idea’ rather than just products.

second semester workbook

PACKAGING: BRIEF 01

second semester workbook

Reflection

fig: 77

In the image below once again the image of air planes have been considered after repeated communication that it wouldâ&#x20AC;&#x2122;nt work at this point of time.

Not much work has gone into understanding layout and typefaces. The other stricking point is that the foundation has been named Marula, the fruit without consulting the group.

fig 77:Foundation

second semester workbook

Reflection PACKAGING: BRIEF 01

fig:75

fig: 76

The look of the bottle goes towards handicrafts and garments that the African women wear. The design lacks the professional approach that it could have achieved if given some more time.

fig 73: Explains how we deligated work

second semester workbook

One Story Two Tales

second semester workbook

Brief 02 Creatives are to design, illustrate, photograph and layout two different tales from one story; Using a short and known story create two pieces of work that create 2 completety different readings.

Deconstruction of the brief: One Story 2 Tales, One Person 2 sides, Known Stories, Short Stories, Output Print / Interactive. Theme, Research Methodology and Time Plan.

Create your output using print and /or interactive channels Identify & explore a clear main theme for each tale Demonstrate depth to your research through a thorough research methodology Explore a theoritical perspective that underpins your project Build a clear time managed plan of work I took out the key factors that are important to look at.

fig: 90

fig 90: Batman poster that shows two sides

second semester workbook

Team

fig:91

One Story : 2 Tales BRIEF 02

In the beginning i was struggling to choose a group. Initially i asked the Big Spice but they were clear that they wanted to work as they are and not include anyone. The other option i had was Autumnâ&#x20AC;&#x2122;s group. It took couple of days for us to meet since we were deciding the group on e-mails. Later on Bryony asked us if she could join the group. Therefore we were six of us.

Finally, we were five of us. It took us a week to settledown as a group. My primary reason to work with the group was since we had Autumn, Kie, Setsuko and Ana. The other was that i could learn from Autumn from the graphics and learn fashion from Kie

Bryony might have realised that six might be tough to handle and therefore chose to work on her own.

fig: 92

fig. 91: Six of us in the team fig. 92: Five of us in one team

second semester workbook

Story Personally, i have not been reading stories like fairy tales, fiction and so on. As a group we started brain storming on some of the common stories. My friend Zaihirah introduced me to Dan Brown’s Da Vinci Code and others books. My initiative in the group were that i came up with some stories such as the Adventures of Alladin. Other than Alladin i also had a look at Dan Brown’s Da Vinci Code, Digital Fortress. R.K. Rowling’s Harry Potter.

The group felt the ‘Red Shoes’ were interesting because there were interesting facts like the colour ‘red’, the sign red shoes was interesting for us to work.

fig: 93

Setsuko came up with this story of the Red Shoes that none of us had heard about. If one has to critique this idea according to what the brief says, we were supposed to choose a ‘known’ story, but this was’nt quite known. Initially, there were confusions about the fairy tale by Hans Christian Andersen and there were several movies made in context to the fairy tale.

fig: 94

fig.93: Dan Browns’s Digital Fortress fig.94: The Red Shoes

second semester workbook

Week 01 presentation

fig:95

This was because we as a group got introduced on the day of the presentation. The tutors expressed their concern verbally. This made us all think of how we must specify roles and deligate the roles. We started working hard after the feedback.

After a SWOT analysis, we realised that our strengths were that we had graphic designers and fashion management students. Our weakness was that we were a new group trying to understand each others qualities. Opportunities were that we had Autumn in our group who is a very good illustrator and Kie whoâ&#x20AC;&#x2122;s good at fashion styling.

fig: 96

fig 95: Presentation day fig 96: Image after presentation

second semester workbook

One Story : 2 Tales BRIEF 02

We were told that it was a very thin presentation in terms of a MA presentation.

Why

time plan We as a group followed a basic time plan. We had theory and research, ideation, brain storming and tests, reviewing and finalising and for the final week it was production and execution. Though we followed this structure i was flexible in terms of bringing back theory into our practice. The importance of time plan is that it gives us a rough idea that one should not exceed timings and invest time on unwanted areas, but focus and complete the tasks within the given time frame. We followed the below time plan throughout the project and could finish well before the deadline.

fig: 97

fig.97: Time Plan

second semester workbook

Theory

fig:98

personality types we could add in our upcoming character and what sides could we add the good, bad or the ugly. We also understand if we have to get into the psyche or not. Shadows are interesting and shows us possibilities if we could use the opportunities of shadows.

Persona has come from the word personality. The multiple personality a person has within oneself. To the outside world we are different while to ourselves we are the true self. It is said that the shadow could be the dark side of the ego niether bad nor good. Architypes are about how various people have roles in society and could be the stereotypes as well. This gave me an understanding of what could be the possible

fig: 99

fig 98: Image of Masks fig 99: Image of Shadow

second semester workbook

One Story : 2 Tales BRIEF 02

In terms of theory i personally started looking at Sigmund Freud and Carl Jung. Carl Jung talks about Psyche, Persona, Architypes and Shadows. Psyche has two aspects. The Principles of Opposites and the Principles of Equivalence. According to the principles of opposites it states that to every idea there are two sides. One a good and the other the bad side. Principles of equivalence suggests that both ideas, personalities are equally balanced.

Theory Aristotleâ&#x20AC;&#x2122;s seven golden rules of Story Telling. by By Jan Janroy aka Jalal Jonroy Plot, Character, Idea, Speech, Music, Production and Effects. This gives us an idea of how one can write stories and what are the considerations required when one writes them. Some of them are how do we introduce a character. Does he come at the very beginning or before the interval.

Anagnorisis when a character makes a critical discovery, recognition, what the person stood for. The heroâ&#x20AC;&#x2122;s sudden awareness of the real situation. Aristotelian tragedy, Comedy, Mystery and Disguise. Reflecting upon the theory the descriptive analysis gives us an understanding of how to approach certain challenges while solving or constructing stories, storyboards and so on. (Jonroy, 2008)

fig: 100

fig.100: Image that displays Aristotle

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Theory Exposition: Where the drama is set. Characters, artists and setting are introduced and description and background are provided.

Falling Action: After the climax the viewer knows the end of the story. The falling action has to take care of the loose ends.

Rising Action: Where the drama, story gets created and gets exciting.

Denouement: This is usually the end of the story. If there are secrets, or remaining part it gets covered in the denouement part.

Climax: The moment of tension is created the exciting event that occurs could be called as Climax.

One Story : 2 Tales BRIEF 02

Climax

Ri sin

cti

Exposition

llin Fa

gA cti on

fig:101

Denouement

fig 101: Image of Freytagâ&#x20AC;&#x2122;s narrative structure

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Research methodology

Make fig: 102

Execute

Analyse

Learn & Unlearn

After looking at Gibb’s Model of Reflection 1988 i started thinking of how it could be moderated and used in terms of the projects we were doing. Gibb’s Model of Reflection states how one does something - Reviews it - learns from the reviews and then applies the idea into practice. What i have done is understood the theory to a certain extent and modified it to suit the project we were doing. I used it in every process.

This process has been used in terms of the art work we produced, fashion styling done and final output. The work was tested and analysed through certain tecniques such as a SWOT analysis, Edward De Bono’s Plus - Minus - Interesting and Ferdinand De Saussure’s Sign, Signifier and Signified. We learnt from these techniques, learnt and un-learnt and finally put it into our practical work.

fig.102: Modified Methodology

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Design practitioners

Looking at the theory of the psychiatrist, and great analytical thinker Carl Jung one can see how a well known sculpture artist - Anish Kapoor has used the idea of a mirror, a sign of reflection and depicted it in two completely different situations. The Day and the Night.

The red coloured mirror has been depicted as the Sun and the mirror on its own in silver depicts the moon. We can clearly see how this art clearly depicts two situations - Day and Night of the same piece of art. This is what i understand by my secondary research.

fig:103

One Story : 2 Tales BRIEF 02

fig 103: Anish Kapoorâ&#x20AC;&#x2122;s artwork - SR

fig:104

fig 104: Anish Kapoorâ&#x20AC;&#x2122;s artwork - SR

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Design practitioners

Accoring to my Primary Research what i photographed is what is in fig. 105. If i look at the fig. 103 and reflect on the theory of Saussure’s Sign, Signifier and Signified the sculpture may not completely communicate as the ‘Sun’. In contrast to that in fig. 104, through sign, signifier and signified it does to a certain extent signify a Moon. fig:105

Persona

fig:106

According to my secondary research, looking at this image from the movie ‘Black Swan’ one realises that the constructed women in the image has two faces. The crack as a sign, signifies that there is an outer persona and an inner persona. The two sided personality in one.

fig.105: Anish Kapoor’s artwork - PR fig.106: Image of the Black Swan

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Red Shoes imagery / signs

We looked at films that were inspired by the original story of the â&#x20AC;&#x2DC;Red Shoesâ&#x20AC;&#x2122;. Here we understood the various signs that tell the story of what exactly is fear and what is happiness.

fig:107

One Story : 2 Tales BRIEF 02

fig.107: Scenes captured from Red Shoes films

fig:108

fig 108: Films inspired from the original story

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Design practitioners

Here we looked at an illustration of the Red Shoes done by Monica Fernandez. Through signs this image does depict that the girl is happy. This comes out through colours in the foreground as well as in the background.

fig:109

fig:110

Mind maps initial sketches

My responsibility was mainly to bring structure into the ideas. Mainly, i deconstructed the colour system, location and so on. I started sketching out a mindmap of what and why

we need to do certain things like colours, locations and so on. For example we started understanding the importance of red and brainstormed upon them.

fig:111

fig 109:Illustration by Monica Fernandez fig 110:Illustration by Monica Fernandez fig 111: Mind map

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Mind maps initial sketches

fig:112

Here are the various mind maps layed out that shows brainstorming of colour red, happiness, death and so on.

fig:113

One Story : 2 Tales BRIEF 02

fig:114

fig 112: Mind map fig 113: Mind map fig 114: Mind map

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Mind maps on colour red

fig:115

fig:116

fig 115:Finalised Mind maps fig 116: Finalised Mind maps

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Mind maps story telling

fig:117

One Story : 2 Tales BRIEF 02

fig:118

Autumn was very helpful in constructing the final mind maps after the initial mind maps were made.

fig 117: Mind map fig 118: Mind map

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Mind map on colour red

fig:119

fig:120

fig 119: Mind maps on Location and Happiness fig 120: Mind maps on Location

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Discussion and tests

One Story : 2 Tales BRIEF 02

fig:121

The above image show cases how we had discussions and tests. fig 121: Image us as a team during discussion

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Test shoots day / night

After a basic understanding of Persona, Psyche, Shadow, Reflection and what they meant in terms of sign, signifier and signified and later brainstorming on ideas about colour, location

and mood i started clicking photographs at locations such as Hydepark for the happy girl and tested Canary Wharf and Bricklane for the sad girl. This helped us understand colour,

moodsettings, time of the day and night. Bricklane was interesting since there were graffiti work as well as locations under the bridge that gave us appropriate lighting conditions.

fig:122

fig 122: Some images of the test shoot (Day - Night)

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Colour

and imagery as signs

In the fig.123 one can see that colour red, green and black are strongly standing out. The image has been taken at a day time around 12:00 noon when there is a good amount of sunlight.

The green grass, the way the legs are positioned signify that the girl is in a happy mood. In fig.124 one can notice that the yellow flowers signify spring which is a happy time of the year.

In fig.124, the colour of the sky, green grass to a certain extent do signify a happy mood. These tests were reviewed, certain things were learnt and applied in the process.

fig:124

fig 123: Test image for colour pallette fig 124: Test image for colour pallette

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One Story : 2 Tales BRIEF 02

fig:123

Colour

and imagery as signs

fig:125

After understanding a bit on Carl Jungâ&#x20AC;&#x2122;s theory on Shadow i got to test that to see if the character fits into the idea of having a reflection on a glass surrounded by dry trees during late evening.

According to the theory Shadows are niether good nor bad. This image to a certain extent depicts only a reflection with dry trees without leaves during late evening.

This also depicts silence. In fig.126 one can notice that colour red, black and dark brown are standing out.

fig:126

fig 125: Photograph of a reflection fig 126: Photograph in Bricklane

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Colour theory

I was sick and could not go to the Royal College of Art but i asked Autumn to share her notes with me. This helped me a lot. HISTORY In 1940 the library decamped to the Lake District. It was founded by Don Pavey, a painter, who was obsessed with colour. His collection was moved to the Yugoslavian embassy at Kensington in the 70’s.

4. Mary Garthe was a published colour theorist who disguised her editions as guides to good flower painting. She studied colours in relation to showing temperature.

His work attracted students after WW2, such as Bauhaus students, who wanted to oppose colour theories that had gone before. Armfield was quite imaginative in lectures, without needing any particular result. At this time, colour blindness was also being investigated. MODERN COLOURS: Botanical artists and industry pioneered exact colour matching. Colour manuals began to appear, drawn from reallife objects like stockings, flower petals, and metal. There were also books about all the different shades of black and white! Nowadays colour research is used principally for the purpose of selling – colours which stimulate desires, hunger and other emotions on packaging particularly childrens’ products. The most popular colours in the world are blue and red.

5. Chevreul was a master dyer who examined how contrasting colours against each other changed their appearance.Commercial artists were quick to adopt his teachings.

fig:127

fig 127: Image of the RCA college entrance.

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One Story : 2 Tales BRIEF 02

THEORY: 1. Isaac Newton wrote about the colour ‘spectrum’ when he saw a crystal prism split light into a rainbow. 2. Goethe opposed Newton but examined possible psychology and colours. 3. Moses Harris studied subtractive colour for mixing paint (different from additive colour, which is in light). He invented ‘primary’ colours (red, yellow and blue) and ‘secondary’ colours (purple, orange and green).

6. Finally, Maxwell Armfield was a travel illustrator and mystic who applied colours to systems, such as alchemy symbols. He was non-scientific, instead drawing all his inspiration from Indian and other eastern beliefs.

Colour

art-science-symbolism According to Gage, John. (1999:110) Colour red has various cultural signs that signify various things. He goes on to say how colour red has been derived from the Sanskrit word â&#x20AC;&#x2DC;rudhiraâ&#x20AC;&#x2122;, which means blood. He also says that in there is a special word in Spanish which is termed as blood.

Initial

colour palette

This gave me an understanding that colour red has a historical meaning and which is extensively used as a cultural sign for blood, celebrations and various connotations.

fig:128

fig 128: Initial Colour palette

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Week

SWOT

presentation Tim Ellis explained to us about Robert Chrumbs who talks about before and after concepts. Charles Addams. Single frames telling a story. David Shrigley, Simone Lia, Tom Gauld, Tony Carralls, Tin Tin, Charles Schulz, Writing Psyche, Jordon Crane, Lynd Ward, Shaun Tan – Pictureless stories. What is the story, Why are the characters coming in, What are the signs, signifiers and what gets signified.

The Big Spice: They spoke about Rene Decor’s idea of Duality, Food Design, Communal Table by – Anthony Broudain. Their complete theme was about food.

Bryony started with her presentation. She selected Aesop’s Fables. She started breaking up the story. S -She selected themes of Pop – ups. She looked at Single Image Story. W- She did not deconstruct why she is selecting the frog.

Flat 6: S- They Chose a theme on ‘Time’. Photographic way of telling a story. Vincent Price: Victorian Era. Metamorphosis was another idea.

Asbee: W: No references, Join the theory to practice. They had only two test shots…In terms of layout, Typefaces they were not too good.

They linked theory well to practice. W- Through the feedback we realised that asking the audience to narrate the story is quite confusing. This took me back to our 3to1 idea of telling a story. We as a group in the first semester tried the similar technique of telling a story. They did not have tests even though it was the 2nd week.

R. Crumb fig:129 fig:130

fig 129: Image of Matt and group presenting fig 130: Image of an illustration by R.Crumb

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One Story : 2 Tales BRIEF 02

Pooja Radhika Priyanka and Matt: S: Well Structured, W: Too much theory into Colour, T – Other groups.

There were more positive feedbacks rather than critics. This makes one think. W – Their stories in terms of presentation were too long. They did not have tests even though it was the 2nd week.

Week

SWOT

presentation I was quite responsible for the Presentation. This made me get deep into theory. I went into showing Carl Jung and his idea of Psyche, Persona and Shadow. The reason i showed this was because the brief expected us to have One story 2 tales. The theorists that explain this two way personalities were Sigmund Freud, Carl Jung and Alfred Adler. The reason i selected Carl Jung out of the three was because ‘The Big Spice’ had already spoken about Freud.

S- Good girl going bad, Test shots, Feedback – Use camera angles to tell a story in different aspects or to construct the story. Mystery of hiding the face. (Theory). Different walks tell us a different story. Sin City – Frank Miller. O-Join the theory to practice. Personally, i felt this time the presentation was satisfactory since all of us had put equal amount of work and we were enjoying what we were doing. This was a challenge and we tried to put our best.

fig 131: Cosmopolitan drink that inspired us.

fig:131

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Story

The shoes take over; she cannot control them and they are stuck to her feet. The shoes continue to dance, through fields and meadows, rain or shine, night and day, and through brambles and briars that tear at Karen’s limbs. She can’t even attend her adoptive mother’s funeral. An angel appears to her, carrying a menacing sword, and condemns her to dance even after she dies, as a warning to vain children everywhere. Karen begs for mercy but the red shoes take her away before she hears the angel’s reply.

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Karen finds an executioner and asks him to chop off her feet. He does so but the shoes continue to dance, now with Karen’s amputated feet inside them, and disappear into the forest. The executioner gives her a pair of wooden feet and crutches, and teaches her the criminals’ psalm. Thinking that she has suffered enough for the red shoes, Karen decides to go to church in order for the people to see her, but her amputated feet, still in the red shoes, dance before her, barring the way. The following Sunday she tries again, thinking of herself at least as good as the others in church, but again the dancing red shoes bar the way. Karen gets a job as a maid in the parsonage, but when Sunday comes she dares not go to church. Instead she sits alone at home and prays to God for help. The angel reappears, carrying roses instead of the sword, and gives Karen the mercy she asked for; it is as though the church comes home to her and her heart becomes so filled with sunshine, peace, and joy that it bursts. Her soul flies on sunshine to Heaven, and no one there mentions the red shoes.

One Story : 2 Tales BRIEF 02

The Red Shoes A peasant girl named Karen is adopted by a rich old lady after her mother’s death. She grows up vain. Before her adoption Karen had a rough pair of red shoes, and now she tricks her adoptive mother into buying her a pair of red shoes fit for a princess. Karen repeatedly wears them to church, without paying attention to the service, and thinks only of her red shoes. She does not heed the anger of her adopted mother or disapproving stares that even the holy images seem to express at her wearing red shoes in church. Her adoptive mother becomes ill, but Karen deserts her, preferring to attend a party in her red shoes. A mysterious soldier appears and makes strange remarks about what beautiful dancing shoes Karen has. Soon after, Karen begins to dance and she can’t stop.

Why

storyboards Tumminello, Wendy. (2005:2) explains the various storyboards in terms of animation, movies and gaming. He goes on to explain that storyboards in movies allows the viewer to be a passive viewer whereas gaming gives the viewer an opportunity to interact and take active part in the visual and audio story telling. For example the viewer is playing a car race, the viewer is an active viewer who has to be a part of the story and the car race.

I reflected upon the theory and therefore thought of keeping the viewer in a passive mode and making a printed story board. Simon, Mark. (2007:3) explains how and why storyboards are important. He says that storyboards are important for the producer or director to visualise the final frame. He also gives an example of how an architect first draws on paper of how the building will look in reality. With this i understood that we need a rough storyboard or else as an illustrator or a photographer i wont be able to visualise the final frame.

fig:132

fig 132: Image of our storyboard

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Drawing inspiration

My initiatives here were that i do all the twelve background frames for the story book.The happy as well as the sad side of the girl. Here i started with understanding perspectives. I looked at a well known Swiss

architect, designer of the Modernist era Le Corbusier. Later started tracing out from references. The storyboards were not constructed and therefore i started visualising and drawing them.

The reason i had to look at perspectives is since one of the frames were that the girl goes shopping for her Red Shoes.

fig:133

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fig:134

fig 133: Architectural sketch by Le Corbusier

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fig:135

fig 134: Image from the Selfridges exterior.

fig 135:Myself sketching out the frame

Drawing inspiration

fig:136

At a young age i had started watercolour painting. This gave me an opportunity to explore my art in this specific project. As inspiration i started looking at Katsushika Hokusai a Japanese painter. This reminds that the artwork in fig. 136 could be of the Art Nouveau peroid. Here, the painting depicts the external appearances of natural forms. The second painting which is fig. 137 done by Samuel Palmer a famous British artist showcases depth of trees with slightly darker colours.

fig:137

The third and final painting by John Canstable which is oil on canvas once again shows the detail in trees and the use of lighter colours.

fig 136:Artwork by Katsushika Hokusai fig 137:Artwork by Samuel Palmer

fig:138

fig 138: Artwork by John Constable

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Executing ideas

fig:139

One Story : 2 Tales BRIEF 02

fig:140

Reflecting upon the colour scheme and artists discussed i started to construct the day time happy girl that had been constructed and looking at some of the artists i came up with some watercolour backgrounds. While constructing the frames, certain considerations were made such as the rule of thirds and the golden rule.

fig 139: Shreeram’s watercolour art fig 140: Shreeram’s watercolour art

fig:141

fig 141: Shreeram’s watercolour art

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Vintage photography

fig:142

fig:143

I looked at some Vintage photographs online - on art.co.uk and wanted to adopt some of the style. Therefore, i took some online references which is in fig. 143 and converted it to black and white. Later, using Martin O Neillâ&#x20AC;&#x2122;s idea of cutouts i cut the sky as well as the road as one can see in fig.144 and looked at how i could implement them into the project.

fig 142: Artwork by Katsushika Hokusai fig 143: Artwork by Samuel Palmer

fig:144

fig 144: Artwork by John Constable

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Tutorials I had a separate tutorial with Tim Ellis and we started discussing about our presentation and i was told how i need to link research to practice. I got a feeling that i did show some visuals of research and contemporary practice but did not talk enough to convince the viewer. We had a discussion on how art or hand drawn illustrations to a certain extent give a feel of having a low-budget feel relating to Indie movies.

There were slight confusions about what 2 tales exactly means. Does it mean 2 mediums or 2 aspects. After Tim showed me some references the idea got much clear. He showed me Alan Moore comic art of how in one single frame he tries to tell two stories.

The tutorial with Inji gave me some more insights at how i should look at the frames in terms of creating the mood.

Looking at them he demonstrated and explained how one could work on Photoshop, working on a high resolution file and using filters to give various effects that relates to the story. This helped me and the group decide on which medium to go with and also which might suit best to the story. He said more experiments were required.

After the presentation we got some important feedback.

After the tutorials, my understanding of what i should do became much clear. This made me decide that i need to work more on the bad girl backgrounds and have more of the photographic approach, which goes towards dark colours and gives a strong contrast with the colour red. While Autumn decided that she would use my watercolour frames and retouch them for the bad girl.

The experimentation of water colour, cut outs with Vintage style and tracing backgrounds were quite liked by the tutors and suggested that we get more involved with the girls persona. Try and decide on the style that might suit the girls personality.We were asked to think if the girl is a bitchy girl or a prostitute, or any other dark persona. I quite liked the Vintage style. We were asked to look at 101 Dalmatians, Sleeping Beauty to craft out a persona of the girl. We agreed to look at some movies to get some inspiration. Look at a good girls walk and a bad girls walk. Therefore, i went around the place where i live and also had some images that i had clicked in London that helped me craft out the backgrounds.

fig:145

fig 145: Tim Ellis guiding me

fig:146

fig 146: Experimental image

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One Story : 2 Tales BRIEF 02

Also handwriting verses typeset. We looked at Juno credits. This gave me an understanding that if hand art is rendered in a style that takes the artwork towards photography, then it might give a slightly higher budget appeal. One such example is the poster of Indiana Jones.

Tim saw some of my art works, which consisted of watercolour, tracing art, vintage style artwork and using the technique of cut outs.

During tutorials

Here are some images that were discussed during the tutorial. Fig. 147 shows how Alan Moore tries to tell two stories in one frame. In fig.148 we can see how the Juno credits have been framed. A mix of photography and illustrations. Finally in fig. 149 we can see how Drew Struzan, has brought his illustration more towards photography to give a high budget appeal.

fig:148

fig:149

fig:147

fig 147: Alan Moore artwork fig 148: Juno Credits fig 149: Indiana Jones poster by Drew Struzan

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What do

professionals say I read an article in one of the magazines called VAROOM. In this article the there were art directors who were talking about the relationship between art directors and illustrators. According to Andy Martin the relationship between an art director and illustrator is almost like “Twin headed”. What i understand by this is that both need to always be on the same page, which means similar thinking while doing the project.

He goes on to say that the most important aspect between a art director and an illustrator should be “communication and clarity”. The illustrator has to be informed from the begining what is required. All the team members have to be in communication with each other for the project to run smoothly.

fig 150: Record collection of Mark Ronson

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According to Kevin, a good art director is one who “moulds the publication’s visual identity”. What i understand by the moulding idea is that the whole publication should speak one language. This could be determined by the attention to detail in terms of text, colour schemes, and imagery. This could also be achieved by a particular theme and style of crafting out the visual appeal. In the discussion there was a debate about the digital verses the manual. In that what came out was that print surely restricts the use of imagery, while the digital-like the ipad can have multiple options.

What Nicolas Blechman of New York Times Book Review thinks is that illustrators should come out of their role of just making illustrations for content. What he excatcly means by this is that illustrators should not only be aware of new mediums and techniques in the electronic world but develop new apps for drawings. His advise to illustrators is to have a journalistic approach like start to write content, tell stories in different approaches and not just act like a clip art source to content and editors. Well, what i think about the change of roles is that yes, illustrators need to come out of their roles but surely it will take time and this might to a certain extent overlap on to content writers and this could break the stereotype roles of an illustrator. Roles are defined so that work gets equally distributed this helps in efficiency of the projects.

fig:150

One Story : 2 Tales BRIEF 02

Craig Mackie who is the art editor of New Scientist magazine says that its a challenge to bring out a visual solution to content if we look at photography or illustration on its own.

According to Kevin Wilson, head of Design at Financial Times thinks that the role of illustrators has not become less, but the only difference between the past and now is that today it is more of distractions in the visual media and more competition.

Finalising frames

fig:151

As mentioned earlier, the watercolour that i had done is now retouched by Autumn in a style that combines digital imagery. This came up after the Primary Research - tutorial with Tim Ellis a professional artist /designer cum tutor, on how illustrations if treated and taken towards photography gives a high-budget appeal and what Craig Mackie, art editor of New Scientist magazine says on the combination of various media.

fig:152

One can see in fig. 151, 152, 153 the process involved in developing the artwork.

fig 151: Autumn Robson’s artwork fig 152: Autumn Robson’s artwork

fig:153

fig 153: Autumn Robson’s artwork

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Final frames

Here are the final frames done by Autumn Robson, where illustration has been merged with digital imagery.

One Story : 2 Tales BRIEF 02

fig:154

fig 154: Autumnâ&#x20AC;&#x2122;s work first frame

fig:155

fig 155: Autumnâ&#x20AC;&#x2122;s work second frame

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Final frames

Here are the final frames done by Autumn Robson, where illustration has been merged with digital imagery.

fig:156

fig 156: Autumnâ&#x20AC;&#x2122;s work third frame

fig:157

fig 157:Autumnâ&#x20AC;&#x2122;s work fourth frame

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Final frames

Here are the final frames done by Autumn Robson, where illustration has been merged with digital imagery.

One Story : 2 Tales BRIEF 02

fig:158

fig 158: Autumnâ&#x20AC;&#x2122;s work fifth frame

fig:159

fig 159: Autumnâ&#x20AC;&#x2122;s work sixth frame

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Finalising frames / colours

The tutorial with Inji gave me some more insights at how i should look at the frames in terms of creating the mood. After the presentation we got some important feedback. The experimentation of water colour, cut outs with Vintage style and tracing backgrounds were quite liked by the tutors and suggested that we get more involved with the girls persona. Try and decide on the style that might suit the girls personality.We were asked to think if the girl is a bitchy girl or a prostitute, or any other dark persona. I quite liked the Vintage style. We were asked to look at 101 Dalmatians, Sleeping Beauty to craft out a persona of the girl. We agreed to look at some movies to get some inspiration. Look at a good girls walk and a bad girls walk. Therefore, i went around the place where i live and also had some images that i had clicked in London that helped me craft out the backgrounds. As one can see these are some of the processes of how the frames were finalised.

figures: Shreeramâ&#x20AC;&#x2122;s artwork

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Final frames

Here are the final frames done by myself, in relevance to the dark side or the sad girl.

One Story : 2 Tales BRIEF 02

fig:169

fig 169: Shreeramâ&#x20AC;&#x2122;s art work - first frame

fig:170

fig 170: Shreeramâ&#x20AC;&#x2122;s artwork - second frame

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Final frames

Here are the final frames done by myself, in relevance to the dark side or the sad girl.

fig:171

fig 171: Shreeramâ&#x20AC;&#x2122;s artwork - third frame

fig:172

fig 172: Shreeramâ&#x20AC;&#x2122;s artwork - fourth frame

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Final frames

Here are the final frames done by myself, in relevance to the dark side or the sad girl.

One Story : 2 Tales BRIEF 02

fig:173

fig 173: Shreeramâ&#x20AC;&#x2122;s art work - fifth frame

fig:174

fig 174: Shreeramâ&#x20AC;&#x2122;s artwork - sixth frame

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105

Drawing inspiration

figures: Inspiration for the happy girl / sad girl

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Test shoot

During the test shoot we tried to restrict our colour palette to what is displayed in the page. As a critique this test shoot might be a bit towards an amatuer approach. It should have been a bit more towards high fashion

One Story : 2 Tales BRIEF 02

fig:183

fig:184

fig 183: Test Shoot for happy girl fig 184: Test Shoot for sad girl

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Final

model shoot

There were references in terms of colour, image and mood collected through Primary and Secondary research. The same has been used to construct the image for the story. Here i am getting in a reference of the Gibbâ&#x20AC;&#x2122;s Model of Reflection 1988.

Make

Execute

Analyse

Learn & Unlearn figures: Images of the final model shoot

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Final

model shoot

One Story : 2 Tales BRIEF 02

Draw inspiration / Make

SWOT Execute

Analyse PMI

Learn & Unlearn figures: Final Model Shoot

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Final frames

This is the final cover page of the book. The type face was not openenly discussed with the entire group. I personally do not think that is appropriate. The cover could have been worked on more. The model that has been selected for happy girl might not have been the most appropriate.

The look in the girls face may not seem happy but has a harsh look that may not suit the happy theme.

fig:193

fig 193: Cover page

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Final frames

In the frames the textboxes are to a certain extent overshadowing the image therefore interest might get lost. fig:194

One Story : 2 Tales BRIEF 02

fig:195

fig 194: Final frame - page one fig 195: Final frame - page two

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111

Final frames

The colour green has been treated with darker shades and hence goes away from the mood of being happy. fig:196

fig:197

fig 196: Final frame - page three fig 197: Final frame - page four

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Final frames

In the frames the textboxes are to a certain extent overshadowing the image therefore interest might get lost fig:198

One Story : 2 Tales BRIEF 02

fig:199

fig 198: final frame - page five fig 199: final frame - page six

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Final

cover design Specifically the typeface could be worked on more. Similar typeface has been maintained for the happy girl as well as the sad girl.

fig:200

fig 200: Cover page for sad girl

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Final frames

In the frames the textboxes are to a certain extent overshadowing the image therefore, interest might get lost. fig:201

One Story : 2 Tales BRIEF 02

fig:202

fig 201: final frame - page one fig 202: final frame - page two

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Final frames

Specifically the typeface could be worked on more. Similar typeface has been maintained for the happy girl as well as the sad girl. fig:203

fig:200

fig:204

fig 203: Final frame - page three fig 204: Final frame - page four

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Final frames

In the frames the textboxes are to a certain extent overshadowing the image therefore, interest might get lost. fig:205

One Story : 2 Tales BRIEF 02

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fig 205: final frame - page five fig 206: final frame - page six

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Sign

signifiers According to Hall, Stuart. (1997:37) it has been explained how clothes could be read as sign, signifier, and signified. Therefore in fig.207 the model is wearing a kind of party dress which is sleeveless. The colours depicted are red, pink and white. Therefore what could be signified is romance, happiness and therefore might suit the theme of a happy girl. In fig. 208 the girl is wearing black. What black signifies is a debate at various times. Black could signify a sexual appeal. It could also be worn for parties. Dark colours do signify sadness at times relating to various situations.

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fig 207: Final cover design - happy girl fig 208: Final cover design - sad girl

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initiatives / reflection If i have to put down my initiatives as a team member, i took responsibility to link research and theory to practice. I self initiated to put in structure to what we were doing, why we were doing and how that goes into practice. This came out in terms of a restricted colour palette, time plan and the various locations that we needed to go and shoot the backgrounds and the model.

In terms of a graphic designer i was quite responsible for developing the backgrounds. I started with the day, happy themes but then those ideas were taken over by Autumn which she retouched. All the sad, night backgrounds were done by myself in terms of photography and retouching them in a software application called Photoshop.

Though we had Kie, my initiatve was to guide Kie to position the model appropriately so that we could place the model in the appropriate background. In terms of managing my time and self i faired quite well, except for being slightly delayed in getting the right mood for the background. I was being too analytical and wanted to get it right. I think i should improve my time in taking decisions.

project. Members had other jobs to attend while on project duration, this brought in less commitment towards the group. Language was a barrier and therefore could not understand certain things. One person in the group went a bit towards producing a comic book without the group’s consent. There were five of us in the group and who lived far away from each other and therefore always took time to make decisions. Reflecting upon what Kevin Wilson says about a visual identity, our book did not speak one language. The model photography did not match the graphic background. Typeface could have been explored more. O - Strengths were not converted to opportunities. Improved fashion photography knowledge. Ideas were good. T - Other design teams were a big threat for us.

Reflection: S - Worked well as a group. Had fun while working with fashion students. Worked with watercolour and photography. W - Had no ‘Big Idea’ while working on the

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fig 209: Myself - helping Kie to position the model

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One Story : 2 Tales BRIEF 02

Out of the four weekly screen presentations i was responsible for three of them. All the three were crucial. The first, second and the final.

All the test photoshoot was done by myself at Hydepark, which was for the day - happy girl, while the photoshoot for sad night scenes were done at Piccadilly Circus and parts in Bricklane and Canary Wharf. The typeface american typewriter for the sad girl was selected by myself.

Create & Innovate

Brief 03 Create and Innovate: Project Brief As part of a multi disciplined design team you are being asked to develop a new consumer product and associated brand identity that is a response to an every day problem, issue or irritant that you have experienced. The first part of this process is to reflect and brainstorm as a group on issues and problems that you personally encounter on a daily or regular basis. These can be in any context you like but must be something that you all have experienced or at least can relate to. Create lists, storyboards and anything else that will help you explain, explore and articulate the problems you are describing. Be as creative and humorous as you like but do not lose sight of you objectives. Once you have exhausted this trawl you are then required, through process of creative discussion, sketch modelling and sieving, to identify three product possibilities that solve three different problems as well as their related markets, highlighting customer characteristics, related brands they buy and their lifestyle aspirations in both visual a text terms. Through a process of further exploration, prototyping and refinement you will agree

on one pathway and fully develop your concept in a visual form both as a functional and aesthetic object as well as a commercial brand. It is therefore key that you create a clear, distinctive brand personality before you start the detailed design process as you must be guided by the personification of the brand. Do not choose a product that is beyond your technical capabilities. Your final presentation must include: 1. A clear rationale and explanation of the product, the value proposition it offers, who it is aimed at as well as a compelling argument highlighting how the brand will effectively compete. This must work must also explain the methodologies you went through in order to better understand the problems faced by your customers and how your tested your ideas. 2. A clear brand identity and personality that links with a well thought out and articulated ideology. 3. 3D visuals (you may also use models) of the product that explain what it is, how it works and the value/benefits it offers. 4. Packaging design for the product

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Brief 03 5. A detailed marketing strategy and supporting promotional design that and makes use of at least three different promotional/communication channels such as: point of sale, visual merchandising, poster/literature campaigns, internet campaigns, viral marketing, gorilla advertising, direct marketing, samples/giveaways but the choice is yours. Be as creative as you like but make sure anything you do clearly relates to the brand personality. Once you have completed this task you will be asked to present your product and related competitive strategy to the Clients.

throughout the project and evidence your work via such mediums as blogs, scrapbooks, video diaries and any other means you feel are valuable. Later we were divided into groups of four. In my group we were Chrissy and Lennie from Brand and Innovation Management and from Graphics Broyoni and myself. We met together and we decided to have an official meeting on the 31st of January 2011â&#x20AC;Ś On the day we met i sent a text message to my group members that we all could list down the products and document what we use from morning to night and then go through its problems.

You will be marked through a process of continuous assessment via 3 interim stage presentations plus your final presentation as such it is key that you maintain strong momentum

CREATE AND INNOVATE: BRIEF 03

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fig 210: Dr. Cameron explaining us the brief

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Brainstorm on problems

My idea behind brainstorming of problems were that i look at day to day activities that i do myself and try and identify problems. From the time i get up to thr time i sleep. I started looking at mobile alarms that wake us up, brushing of teeth, having bath, breakfast, while having coffee the paper mug holder could topple the coffee, plugs when plugging ones laptop is not mobileand one might have to move towards the plug, headphones while listening to music, handling keys might be a problem and can get lost and so on. fig: 211

fig 211: My mind map fig 212: My mind map

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Mind map One could refer to David Aireyâ&#x20AC;&#x2122;s Logo Design Love: A Guide to Creating Iconic Brand Identities. This could be refered in terms of looking at some of the processes. One of the key processes is the mind map. David goes on to say that mind maps are usefull tools that help designers take different routes and which also widens the spectrum of thinking and using different approaches.

Here as one can see these were various mind maps that were sketched out to identify various approaches.

fig 213:Mind map

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fig 214: Mind map

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Brainstorm on problems

On this day we listed out all the problems we had talked about. and did a short PMI and self selected the ones that we felt is do-able and that is i nteresting to us. Therefore we brought it down to the Game kit which had maximum points, the other was the Manâ&#x20AC;&#x2122;s gift and the next product we decided was on the Reading companion. In the list above most of the ideas were Chrissyâ&#x20AC;&#x2122;s and Lennie. I had one item which came out of my research which was the mobile plug.

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fig 215: A list of our 10 ideas

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Brainstorm on problems

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fig 216:Thumbnail of our brain storm mind maps.

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Brainstorm on problems

All four of us did various mind maps that we felt were problems, concerns and challenges during our routine work. My approach of the mind map was a simple approach. I started off from my daily routine of getting up in the morning and understanding problem areas. I started from my alarm in the mobile phone, brushing my teeth, here i realised that the bristols get worn off after some time period. Some bristols are kept in open air and is exposed to air, therefore there are possibilities to catch infections.The saliva drops while brushing ones teeth, so the person has to stand at one place while brushing teeth. While having a bath there are issues that one goes through like the various temperatures, balancing the warm and cold water to suit your body temperature. We use soap bars that are open and these are health issues. There are issues that i realised about the microwave. The microwave makes too much noise and can be disturbing to the other members of the family. Other issues i realised was about the bad odour that comes out from the refrigerators especially onions. One there are too many plastics, we do not understand the food that are expired unless we remember the dates. So when one comes out of the house one realises that there are problems handling keys. They might get lost, One can get locked in the house and vica â&#x20AC;&#x201C; versa. Later, if one goes out to have coffee he realises that the paper mug that comes as a take away is not strong enough especially the top bit, which at times could topple over and the coffee might get wasted. I used to carry cloth bags and realised that cloth bags could get wet in the monsoons. Later if one goes to uni he has to search for static plugs. I usually sit in the libraryâ&#x20AC;Ś and sometimes one needs to bend down to search for a plugs.

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fig 217: Images of products in my daily life

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Brainstorm on problems

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fig 218:Images that i use in my daily life.

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Tutorial

with dr.Cameron We discussed our problems with Cameron. We had 10 things on our list but thought of discussing the preferred three that we had selected as a group. We started discussing about the problem that Chrissy came up with which was, what are the gifts that a man would want. The issue here is that when we have to give a gift to a women, what comes up is flowers, but when it is a man’s gift we have to think a lot and we are confused about what exactly to give. Cameron asked us to look at cultural complexities and social problems surrounding that area and try to find problems rather than solutions. The other issue we discussed is that we have looked at problems and looked at solutions. To this he said that the solutions are the ways how other people might have solved it. We need to look at better ways to solve the problem. Cameron mention that our Masters is a platform, where it allows us to think. We need to think where is the core problem. Only then one can solve them. One comes to an understanding that one needs to drill down to the problem and try to think where and what is the problem. Chrissy discussed one more issue that was organising glasses, the issue there was organising glasses. One could look at organising the glasses in an artistic manner. When Cameron asked us what the problem is, i managed to answer that the problem is ‘people are disorganised.’ Once again here was a solution that we as a group addressed. we were asked to look at demographics. Restaurants, homes, pubs and so on. We were asked us to look at truly what irritates us. There might have been problems that have been solved but they may not have dug into looking at the real problem. 130

“Einstein is quoted as having said that if he had one hour to save the world he would spend fifty-five minutes defining the problem and only five minutes finding the solution”. (Luciano Passuelloon, 2008) Albert Einstein: He used to spend more time with the problem rather than to solve it. This comes out quite clearly in one of his quotes. Bringing back Albert Einstein into the context is because it comes to an understanding that a person like him used to spend more time understanding the problem rather than solving it. As MA students we are supposed to understand what exactly the problem is and submerge ourselves into understanding the core problem. Lennie went on to ask what are the ways and methods of finalising the product that we could work on. To this Cameron said that they would help us narrow down to what could be suitable and the one that we feel good about, the one that we truly enjoy doing. Looking at various elements we could come to a conclusion and look at what truly draws us into the most. The closest emotional connect. Dr.Cameron said that we as a group need to go deeper into the problem instead of closing down on ideas by finding solutions.

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Finalising

on three broad areas

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fig 219:Image that explains how we came to 3 areas

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Finalising

on three broad areas Here all of us are finalising the three broad areas that we felt would be ideal to take it forward. The male member in the Business and Brand Management team was always pushing his ideas even though the group did not completely agree. One of the broad areas were the â&#x20AC;&#x2DC;Reading Engagementâ&#x20AC;&#x2122;. I personally, along with another group member expressed my concern that reading is a very individualistic approach. Posture and environments are an issue. After expressing issues it was still taken ahead which restricted other ideas to be explored.

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fig 219: Images displaying our sessions fig 220:Images displaying our sessions

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Problem 01 storage / organising

PMI

We did a basic brain storming session as to why we need to consider these areas. One personally feels that the technique we used was Edward De Bonoâ&#x20AC;&#x2122;s Plus, Minus and Interesting points. We did not go deeper and therefore we stuck to the three broad areas. The three broad areas were storage and organising home care, Personal Care and Reading engagement.

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fig 221:Mind map fig 222: Image of a disorganised kitchen

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Problem 02 personal care

Personal care has been elaborated in three different catogogies. Ear care, Nail care and Eye care. We were looking at how we could have all in one as a kit and make it fun towards onse personal care.

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fig 223:Image of our mind map and personal care.

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Problem 03

reading engagement I selected to speak on this area even though i knew that it was an area that has been explored. Some of the issues i realised was about individuals and personal problems. This further went into health issues like eye problems, colour blindness physically challenged, mentally challenged, visually challenged, dyslexia and so on. Our idea here was about ‘Reading Engagement.’ We wanted to enhance the user’s experience while reading. We thought about When one reads one could use the light, one could take notes during reading, listen to music and so on. The other idea the person wanted to bring out was about the nostalgia reading, which i thought depends on the individual and in the 21st century one must also look at society how and what they would require. We also wanted to emphasis on multitasking, which again i thought has been explored by i-Pad, Kindle and so on.

According to Lister, Martin (2003:11) the idea behind the word new media refers to some thing in the recent times. He goes on to say that ‘new’ refers to something which is improvised or better than the previous. New media also refers to a collective form of glamourous and exciting meanings. He also refers new media as the cutting edge technology. According to LIster, Martin (2003:12) New Media provides us with various additional features. Due to the emergence of television and newspapers and most importantly computers and internet, there have been new possibilities of new textual experiences. Textual form, entertainment, computer games and so on. There is an extensive use of cinema and special effects. Further to this there have been changes in the use of reception of image and communication media. Therefore, i felt that reading enhancements have been given priority by some companies like SONY and Apple Technologies. CREATE AND INNOVATE: BRIEF 03

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fig 224 : Image of a person reading a book fig 225: Image of an i-pad

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Problem 03

reading engagement

fig: 226

fig 226: Image of the mind map for reading.

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Feedback on first stage

Finally, we concluded by saying that these are the three broad areas we researched upon. We received a feedback from Steve Heron and Dr. Cameron about our presentation. With all their experiences, they said to us that personal care may not have a potential market. Looking at the Reading issues they went in deeper and asked me what are the problems. I went on to say that Reading could be a personal problem in various situations. Reading outside a swimming pool, reading while sleeping, reading in an aircraft are problems about posture. Therefore posture is a problem.

Looking at the ipad one tries to think that they have solved the problem. Therefore, there may not be too much of a market in that area. Then we went on to the laundry display and care. They asked us to experience the whole idea of laundry. Go into the whole process of laundry do it ourselves and try understanding what best one could do in improving the quality when one does laundry. Therefore Steve and Cameron asked us to look into that area and do further research.

CREATE AND INNOVATE: BRIEF 03

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fig 227: Image of our final three problem areas

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Stage 02 personal log

During our second stage of presentations we looked at personal logs, as in doing the laundry ourselves getting more involved or asking our flat mates to do their laundry and document the process while they do the laundry. This came out through the feedback that we had in our first stage. We also came up with a forums like Facebook and mums forum that helped us understand some real problems and situations during the process of Laundry. We looked at some Cultural practices that happen around the world and see problem issues and some interesting ways of solving problems. We visited dry cleaners in Epsom and the UCA dry cleaning area to see how students get involved in the process and if they face any problems. My initiative: It was my initiative to get into the process and documenting my mates way of laundry. This process was in my mind since i had listened and shared with the M.A. class an audio recording of CEO - President of IDEO, Tim Brown that was casted in the Design Observer.com website.

He explains in the particular talk how when they were asked to design the seats of Amtrak trains in America they first went through every experience of the passenger till they comes to the seat and after they leave the seat. Later, in the semester, Dr. Cameron gave us a lecture and showed us on how a tems of Designers, Doctors, Marketing directors, manufacturers worked on redesigning of the Swiss Air passenger seats. One off their foremost priorities were asking passengers about the problems they faced. This was done through the whole experience of being with the passengers. Therefore i thought of going for this process Below in fig. 246 one can see thumbnails like a movie strip of how my mate Pinkesh Tailor is washing his clothes. Here one can observe that he does not use a laundry bag and directly puts the clothes to wash. He might be using his cupboard to keep his clothes. Later, as usual he uses the detergents and starts the wash. The machines runs throughout and next morning Pinkesh puts his clothes for dry so he has to come in a separate room to do so.

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fig 228: My personal log

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Stage 02 forums

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fig: 229

fig 229: Image of our Facebook forum

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Stage 02 forums

The online or social interaction or networking to a certain extent surely helps but in theory one could imagine that the online presence could also at times not give the right answer and mislead to a certain extent. Any electronic sources cannot be fully believed unless one knows the person who is writing and is in the appropriate context. Some of the issues that came up on Facebook were: separating colors, fabrics and how you hang the clothes to dry them.. There is a hole of a parallel world in the machine where you always lose a sock.. No need to wash, just spray with fabreze. I seldom have to do laundry but I hate it when u have to separate colors and wait to wash them in batches. And some clothes need to be hand washed. And clothes with accessories on it that ruined other clothes if u don’t put them

Stage 02 forums

So all of a sudden my towels come out of the dryer stinking like a nasty, musty towel. I don’t get it. I do laundry almost everyday so they don’t sit there very long. I use Tide detergent (cuz I am allergic/sensitive to other brands) and I use a liquid softener. Anybody know the problem? They are not wet or damp when I fold them. They don’t smell when I put them away but for some reason when I grab one after a shower, it stinks and I end up stinking with it. Think maybe it’s a dryer problem?? I’ve noticed my towels smell when there in the washer for too long and in the summer thats not long at all. If this happens I wash them again with a little bit of baking soda with my detergent or wash my whites with bleach and then wash them again. It seems to happen in the washer for me not the dryer.

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u don’t put them in a bag? I hate it when after I have put the clothes into multiple bags and into the washing machine then the sky started to be overcast. ESP it’s like a week load of clothes. They should simplify the buttons on the machine. oohh is this for ur dibm project? i have a suggestion… a machine which washes clothes, folds them, irons them and piles them up! yeh i like your idea Radhika. how about in summer it is solar powered and puts them out on the line to really add that summer breeze smell! i hate the mess created by the the forgotten tissue in one of your pockets that ruin your whole batch of dark clothes! I’ve noticed that water will sit in the seal of my front loading washer, and that mold can & will quickly grow in there. Mine has a ‘clean washer with bleach only’ cycle that I should use more. Even keeping my washer clean, my towels get funky, so every few washes, I add bleach to the cycle and that takes care of it and I only use about half the recommended amount so I haven’t noticed any discoloration at all. Here we came across various issues during the process of laundry. There were few nuggets of issues and problem situations but had to do further research.

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Stage 02 visits

My Initiative: I suggested the group that we go - try and understand from the dry cleaners as to what are thier various processes of dry cleaning. I took this up since i knew one of the dry cleaners from the four we visited. Initially, the group was stuck with questions since we were not prepared, but i took lead to asking them their whole process rather than specific questions. From the process questions automatically started coming up.

fig: 230

The entire documentation during the project in terms of photography was done by myself. This always helped me to recollect and understand why and how we are doing certain things in a particular manner. Here once again i should bring in Tim Brownâ&#x20AC;&#x2122;s idea of going through the consumers experience to understand the core problem.

fig 230: Image of our visits to Dry Cleaners in Epsom

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Stage 02 stage / visits

My Initiative: When we went to our first laundry shop it was closed since six months. So i suggested the group to go to the UCA dry cleaning area instead of wasting time. There we realised that students have to pay four pounds for a set. Some were machine issues and so on. We learnt some techniques and new methods of how the dry cleaners of today manage and organise their customers clothes. As one can see in the image below in fig 231. fig: 231

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Certain materials are used to keep the clothes in shape and the concept of tags are used to maintain the numbering of customers. There was a lot of information gathered but we were still confused about what exactly could come up with.

fig 231: Image of our visits to Dry Cleaners in Epsom

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Stage 02

stage / cultural issues My Initiative: I was quite responsible to collect and understand issues in some of the countries in Asia. In Mumbai, there is a place called Dhobi Ghat which is an open area laundry which is quite interesting as a case study. Usually, in Asia the Sun stays for longer hours almost throughout the year and therefore the clothes are dried outdoors. Usually, the clothes are dried on ropes along with pegs. This information helped us in terms of research but not any solution. fig: 232

fig 232: Asian Laundry systems fig 233: Asian Laundry systems

fig: 233

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Existing solutions

My Initiative: I was quite responsible to collect and understand the existing drying solutions. We had to look at these solutions to be aware and that we dont repeat doing certain things.

fig: 235

fig 234: Image of some present home solutions fig 235: Image of some present home solutions fig 236: Image of some present home solutions

fig: 236

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Tutorial stage two

fig 237: Image of the photographic mind map

fig: 232

We started off with this presentation. My group gave me the opportunity to speak up and i felt quite happy sharing my thoughts about the whole process of what research we were doing. We had a few field visits, UCA wash room visit, some multi-cultural issues regarding laundry and some of our personal experiences regarding doing laundry. We made a mind map and started discussing problems. We also showed some solutions that were done by various other people but they may not have solved a problem.

fig 232: Asian Laundry systems

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fig: 237

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Tutorial We also showed our Facebook community where students had expressed various problems. Cameron and Damian asked us to show where we were exactly going with the research. Well at this point we were not prepared to say more since we had only researched problems. Cameron said to us that we had done enough research and we could pick out something that is interesting

that could solve a small problem rather than solve the whole laundry problem. He also gave us a feeling that if we see this idea not going anywhere we could re-think of some other problem. This truly put us down. But i was not surprised since i had indicated to the group that we need not consider or fall in love with this…and if possible re-think of problems.

fig 238: Image of our photographic mind map

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Routes

easy and fast / pegs We started sketching out ideas. The first idea that came out was on pegs. Pegs are used to dry clothes. We started looking at products that are available but came with mobile or peg free drying. I was not too happy about this idea since in the UK there is seven and a half months of winter weather and clothes are dryed inside.I could not imagine why pegs would help when there are radiators at home. This was still taken ahead even if some concerns were expressed.

fig 239: Interesting Peg ideas.

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fig: 239

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Sketches fig 240:Sketches of Peg ideas

fig: 240

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My Route Here are some of my ideas that i have sketched. This sketch has come out of the problems that we faced in the present system. There were various problems like. The detergents were at a place, the dryer at another place and the washing machine in a different place. Therefore this sketch recommends to address the issues by bringing everything to one place. My inspirations came from the website designwoo.com and a Water Well. The website gave me the opportunity to look at several product designs and concepts on washing machine but all of them somehow did not address that problem of drying clothes. Therefore, i tried to bring in that concept.

According to Walliman, Nicholas. (2001:240) reffering to Research Process by Newman, 1989, p 28) if one looks at the Jakuzzi way of having water coming in a pressured form â&#x20AC;&#x201C; this, i thought could be a technique of washing clothes in a quick method. The other inspiration i got was from the dish washer. There are various techniques in which vessels are washed. This has a particular pressure. in the machine. Why cant we use the dish washer technology into the washing of clothes and the clothes come out washed, dried with air pressure and comes out in the form that ne already dries them. Here the human effort of drying clothes is minimised. Finally, i could conclude by saying that various problems like human effort, energy and time is minimised in this compact washing technology to a certain extent. Apart from this it gives the user the additional value add of using the product in various other purposes. CREATE AND INNOVATE: BRIEF 03

Society has the assumption that a washing machine has a heavy mechanism and has to have a particular place. Its also very heavy to move around. The ideas that i have sketched out tries, to a certain extent challenge the fact that the washing machine has to be kept in a particular place. In most houses the top part of the washing machine is never used. Questions come up at this point. Could the washing machineâ&#x20AC;&#x2122; s top be used for a different purpose?

Therefore my sketch recommends that a dryer could get transformed once the washing of the clothes are done.

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fig 241: Myself doing Laundry

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Involvement Here i am getting involved with washing my own clothes and identifying the problem areas.

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fig 242: Doing my washing, to understand problems

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My Route fig 243: My sketch showing the process

fig: 243

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Concept sketches

According to Walliman, Nicholas. (2001:240) referring to Research Process by Newman, 1989, p 28) I thought of a concept, after looking at a range of other products. As one can see that the well idea has been taken and developed into a mini-washing machine or a hand wash technology that uses less water, and washes clothes faster. After wash the top part opens up as a dryer for clothes. In this context there is no human effort required for washing and drying. Here i used the idea of understanding the concept of a dish washer and applied it to clothes wash. This comes under mobile furniture. I had also taken the idea of Jakuzzi or force of water to help wash clothes better. The group thought its a brilliant idea but decided not to take this ahead in my absence. This brought my morale down since the the other ideas that were not liked as much by the group were still taken ahead.

fig: 244

fig 244: My concept drawings

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Influences while sketching

While i was sketching concepts, i was referring to one of the well known German Industrial Designer Dieter Rams ways of using basic shapes. After looking at Dieter Rams way of working it took me towards understanding more about his way of depicting some Moderenist ideas, Bauhaus influence and the way of how the Japanese used basic shapes. Since this project was about bringing in innovation, Brand Personality i was interested in how Dieter Rams brought in a personality to an organisation called Braun.

fig: 245

fig: 246

Similarly, this attracted me to see how Jonathan Ives a well known British Industrial Designer brings in a culture to Apple Technologies. After re-searching some more i realised that There is a co-relation between what Dieter Rams brings in to Braun and what Jonathan Ive brings into Apple Incorporations. Therefore, one can see that some of my sketches are the influence of basic shapes like the circle and squares. CREATE AND INNOVATE: BRIEF 03

The idea in fig. 245 shows how the inbuilt furniture opens up into a dryer cum ironing stand. In fig. 246 one can see the top of a washing machine opens up into additional dryers for clothes. The drawing in fig.247 shows how a mini washing machine after washing clothes opens up into a dryer.

fig: 247

fig 245:Conceptual Sketch

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fig 246: Conceptual Sketch

fig 247:Conceptual Sketch

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Concept sketches

These are some of my sketches that display basic shapes like circle and triangle. These are product sketches for radiators.

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fig: 249

fig 248: Concept Sketches for radiators fig 249: Concept Sketches for radiators

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Concept sketches

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fig: 250

fig 250: Concepts for a Nano washing technology

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Routes

catogorising laundry bags

fig: 251

fig 251: Images and concept sketches for routes

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Routes

multipurpose objects

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fig: 252

fig 252: Images and Concept sketches for routes

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Feedback for stage two

What came out of the feedback was that there is another type of radiator that we would be introducing. In terms of drying the washed clothes its another way of drying clothes but the interesting part here was about putting the clothes in a bag and directly putting the bag into the washing machine, separating clothes and putting the same bag in the washing machine. There we are solving a problem. Space n different ways. We were given an example of an ice cream maker in America. This shows us how quickly things are done. The idea was to add a fun element to a daily chore or a daily routine. This took me to my initial idea of the compact – portable – washing machine cum drier. This idea was not taken up by the group even though they thought it was a fabulous idea. The reason my idea was not taken was because they got constraints about manufacturing the idea into a product. I strongly recommended this through my own personal journey of challenges while doing handwash, that we can surely manufacture something as an idea and then take help to manufacture it. Inji said something very similar to what i had initially thought on the 10th of March which was as simple as putting detergent, water and just grind. The idea was all about using less energy, less water and so on. Inji suggested a term of Kinetic Energy and also asked us to look at the sustainable issues in the future years to come.

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To what Lennie tried to defend it and sounded like he wanted to once again promote his idea but to that what came out off the feedback was that the idea feels we are still designers and not looking at a problem or a chore. Later the idea came into the separating bag becoming a ball and that could go into the washing machine…what happens if he ball itself is a washing machine. We need to do something better, faster in this economic world, sustainable world and so on. Once again this took me to my initial idea of the portable washing machine that also dries your clothes automatically. During the group discussion i looked at the ‘pegs problem’ with a particular perspective. I put myself in the situation and started calculating that if we have to consider looking at the UK market, the winter months are almost seven and a half months while the others are summer which is very less for one to actually invest in something like the pegs for drying. This did not encourage me to sketch out anything on paper but this only encouraged me to think about the problem. After what Cameron said in one of his lecture on how we need not manage creativity i stopped thinking as a designer and took a place of a common man and started thinking of problems.

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Some

influences

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fig: 253

fig 253: Influences from designwoo.com

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Stage 03

material research

fig: 253

Since the idea straight to wash was selected we started looking at materials for the laundry bag that will give the extra friction and wash the clothes faster. We as a group went to Wilkinson and other shopping centers to do a material research. Apart from the group i had gone personally to some laundry shopping centers.

fig: 254

fig: 255

fig 253: Myself understanding the friction in material fig 254: Looking at materials that create friction fig 255: Myself looking at drier balls.

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Stage 03 survey

The questionnaire: Clothes Washing and Separation Questions Male / Female How many people do you do clothes washing for? Do you use a laundry basket? Do you separate your washing? If yes how do you separate it? How often do you do clothes washing in the week? How long do you leave dirty clothes before you wash them? Where in your home is your laundry basket kept? Can your laundry basket be seen I interviewed around 10 people and these are the thoughts. Gita: Female, She does washing for 3 adults, No – Open plastic tub, Yes – in the tub and hand wash colour clothes, Wash clothes everyday, Plastic tub – in the bath room, Yes – Bathroom.

Lakshmi: Female, she does washing for none, No – Open plastic tub, Yes – in the tub and hand wash colour clothes, Wash clothes 3 times in a week, Plastic tub – in the bath room, Yes – Bathroom. Anant: Male, he does washing for only himself, Yes – Cloth laundry bag, Yes – in the Cloth bag and hand wash colour clothes, Wash clothes 1 a week, Cloth bag – in a room, No one can see. INDIA

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Pinkesh: Male, he does washing for himself, No – Dumps in his cupboard, Mostly Washing machine, Wash clothes 1 a week, No bag – in his room, No one can see. Kejal: Male, he does washing for himself, No – Dumps in his cupboard, Mostly Washing machine, Wash clothes 1 a week, No bag – in his room, No one can see. Friends in UK Autumn: Female, She does not do her washing – Mom does it, Yes – Laundry basket, Separation is well organised – but not known. Wash twice in a week. Basket is kept in a room people could see it. Setsuko: Female, She does washing on her own, ‘Cold Water’…, washing 4 times a week. 1 story 2 tales Geeta: Female, She washes for everyone (3), Yes- She does use a Laundry Basket, Machine wash – Hand wash separation, 4 to 5 times a week wash, Two laundry bags – Top floor, ground floor – in the Kitchen near the washing machine… suggestions: Cloth – netted basket, Nylon and Cotton go together… Family in UK. This was who all i had interviewed as a part of our survey. The questionnnaire was a groups effort but initiated by one of the Brand Innovation management students.

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Prem Anand: Male, he does washing for none, No directly in the washing machine, Yes – in the tub and hand wash colour clothes, Wash clothes everyday, Plastic tub – in the bath room, Yes – Bathroom.

Kanaiya Tailor: Male, he does washing for himself- sometimes others, No – Dumps in his room, Mostly Washing machine, Wash clothes 1 a week, No bag – in his room, Everyone can see.

Stage 03 technology

What came out of the survey was that people do use laundry bags but do not show or display sice they have dirty clothes in them. Usually, they keep the laundry bags in their rooms, below the bed, in the kitchen, close to the washing machine and so on. According to Walliman, Nicholas (2001:240) - The research process (Newman, 1989, p 28)I looked at various energy systems like potential kinetic energy.

fig: 256

fig 256: VEOS Concept

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creating the brief Project Brief: Additional Features • POROUS TO ALLOW WATER DRAINAGE • ALERTS/VISUAL CUE WHEN BAG IS FULL • ADAPTABLE TO DIFFERENT HOUSEHOLD • IMPROVE QUALITY OF WASHING KEY FUNCTIONS • BAG STRAIGHT TO WASHING MACHINE • IMPROVE / SPEED UP WASHING PROCESS • OPTION OF CLOTHES SEPARATION This was cleverly done by the Brand Management students.

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Stage 03

influences / concept bag 01 In some of the previous pages i did mention about how there is a similarity between Dieter Rams and Jonathan Ive’s design. Here are some images that showcase that. According to my secondary research at designwoo.com “Pablo Picasso once said “Good Artists Copy Great Artists Steal” then Steve Jobs mention that in one interview long ago. We all know that Apple products are the best out there, there’s no doubt about it, and the main reason about that is because they have the best design. Jonhathan Ive, the chief industrial designer at Apple is a fantastic designer but it’s always good to know what and who inspired him to come up with the Apple product designs. We might thing that they are pretty unique and new but when we look at Dieter Rams the Pablo Picasso’s quote makes even more sense.” (Design WOO, 2009)

One comes to understand that Ron Arad plays more with forms and shapes that are more inspired by nature or organic forms. The below concepts were developed according to the brief set. Once i got inspired by Ron Arad one of the Brand and Innovation students got inspired and developed a concept for the laundry bag.

fig 260: Concept by Lennie inspired by Ron Arad

fig: 260

Apart from this i was also inspired by Ron Arad who is a product cum architect designer who designs lifestyle products. His style projects certain aspects of the modernist ideas but also goes beyond the modernist ideas. Beyond modernist is basically playing a bit more with the basic shapes.

fig: 257

fig 257: The similarity between Apple and Braun fig 258: Ron Arad Architecture designs

fig: 258

fig: 259

fig 259: Ron Arad Architecture designs

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Stage 03

concept bags 02 These are some of my concept drawings and prototyping inspired from the Indian Drums. According to Brown, Tim. (2009:87) Build to Think: Power of Prototyping: Tim Brown in his book ‘Change by Design‘ tries to explain how when he was young built a flashlight for his mother which helped while there were blackouts in the year 1970. In the book he mentions about how Friedrich Froebel’s kindergarten blocks in the 1830’s helped children to understand the principles of Geometry. He goes on to say Charles and Eames, one of the greatest prototyping teams explored prototyping which resulted in a twentieth century furniture.

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Brown, further goes on to explain how prototyping is not to create a working model but to understand the strengths and weaknesses. He also says that the early prototypes should be done without spending too much money and time on it. According to Brown, Tim (2009:102) HBO invests on the need to think with their hands even when they are working at the level of a business plan.

“McDonald’s has built a sofisticated prototyping facility at its headquaters outside Chicago where project teams can configure every type of cooking equipment, point-of-sale technology and restaurant layout to test new ideas.” (Brown, 2009:107) Therefore as a reflective analysis i understand what value prototyping giv and how important it is for the project we are doing.

fig: 261

fig 261: Sketches, prototyping, screengrabs of my concept

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Stage 03 concept bag 02

These bags have been designed in such a way that there would be for family therefore there would be multiple bags. The shape is circular in shape so that the bag technically fits into the washing machine and rotates.

fig: 262 fig: 259

fig 262: My drum concept - Ron Arad inspiration

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Stage 03

concept bags 03 These are some of my concept drawings inspired from fish textures. This is done by Lennie

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fig: 263

fig 263: Concept bag by Lennie

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Stage 03 concept bag 03

Bryony came up with this idea after she was inspired by the triangular Tea bag. These are stackable triangular bags.

fig: 264

fig 264: Bryonyâ&#x20AC;&#x2122;s idea

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Stage 03 feedback

What came out of the feedback was that the triangular shaped bag is much more appropriate than any of the circular forms. They said that the triangular shape is more value driven than the circular bags. We had no strong reasons as to why the triangular shaped bag works, therefore there was a confusion in my mind. The confusion in my mind started since i saw some existing drum shaped bags sold online.

fig: 265

fig 265: Existing washable laundry bags

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Final Stage naming the brand

We started brainstorming about the name of the brand. I had to get some designs done and therefore suggested the group that they brainstorm on the name. I did play a role in naming the brand but not to a great extent. Initially, we started coming out with names that were product specific. But later we started becoming ‘parent brand’ concious. According to Davis, Melissa (2005:90), naming a brand is an emotional part of the brand creation process. He goes on to say how brand names need to work in a multicultural environment. When the naming is done, one needs to see how the name is pronounced. One should also see what are the various trends when it comes to naming a brand. Reflecting upon what has been said by Davis, Melissa. what comes to one’s mind is that strong brands like Mc Donalds and Nike work well in a multi-cultural environment. Their pronounciation is quite easy and has a strong recall. The trend of naming ‘Nike’ was making use of Greek literature. According to my secondary research the word Nike, comes from the Greek Goddess of Victory. According to Aaker, Davis (1996:11) A strong brand depends on a strong recall.

“Research in psychology has shown that recognition alone can result in more positive feelings towards nearly anything, whether it be music, people or brands.”(Aaker 1996:10)

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According to the basic research that has been mentioned our group has failed to a certain extent during the process of naming the brand. We as a group have failed in several criterias. Those criterias are that we did not have a story behind our brand. There was no strong purpose behind the brand. The name ‘Fluxx’ that came up could be pronounced in two ways. Floox or Flux. To a certain extent the name ‘Flux’ culturally or historically could relate to a particular desease. This came out from our final presentation feedback. According to my secondary research ‘Flux’ could mean a particular liquid being discharged from a body cavity. Flux could also suggest fluctuation, which means irregularity. According to Davis, Melissa (2005:56) Graphic designers should be absolutely clear about the existance of the brand, its positioning, story, personality and message to the audience. In our group, brand management students wanted freedom to create the brand personality, positioning, experience and story. According to Aaker, Davis (1996:141) brand personality can be defined as a compilation of human characteristics connected with the given brand. He goes on to say that a brand has gender, age, and socioeconomic class. A brand also has personality traits such as warmth and so on. One comes to understand that ‘Fluxx’ that we came up with had no personality. Therefore, while creating the identity the graphic designers had difficulties in creating a visual identity.

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Final Stage symbol

fig 266: Initial Fluxx identities

According to Aaker, Davis (1996:148) Symbols could be a powerful influence on the brand. He goes on to say that Apple’s technologies bitten Apple, the Marlboro cowboy, the Michelin man and the Maytag repairman create the personality for their brands. Understanding the above theory our group did not come out with a strong identity. This can be said since we did not have the foundation set up for a successful identity. Before starting my Fluxx identity i started looking whether the name already exists in any other forms. I hav used an arrow as a signifier to signify moving forward and bringing change.

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fig 267: Various ways in which ‘Fluxx’ has been used

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Final Stage symbol / typeface

This was my attempt of coming up with an identity that had no foundation. The reason i used the the cursive font is because i wanted to give it a signature look. The Brand Innovation students wanted the identity to have a look of ever changing as well as premium. But they did not define what kind of premiumness or high quality they required. Therefore, i failed to develop a successful identity. I tried to show the text in a forward movement without using an arrow. This was highly critiqued to a such an extent that it went personal and i thought we are not working as one group but discouraging the team members.

fig: 268

fig 268: Fluxx identity concepts

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Final Stage symbol / typeface

Bryony came up with some identites that might have given a slightly different meaning. What i understood was that this went into a feel of showing speed. What comes to my mind is that her identities might have got influenced by the arrow concept that had been done by me. Since the arrow has been used, what gets signified is speed and accuracy. Some of the identities have a downward movement that might suggest a negative or passive attitude rather than a optimistic attitude. Some of them also do not show stability.

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fig: 269

fig 269: Bryonyâ&#x20AC;&#x2122;s Fluxx identity concepts

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Final Stage symbol / typeface

This identity in fig. 270 has been done by Lennie since the graphic designers were not able to bring out a successful identity.

fig: 270

Once this identity was developed the two women in the group felt this reminded them of a toothpaste or a deodarant. But later Lennie applied a golden colour gradient since he wanted to bring in ‘premium’ quality as a signifier to signify Premium-upper class. Which gives a premium quality. What comes to ones mind is that the ‘gold’ is only fabricated from outside and does not fit into the experience. The slant and upward movement has been gives to signify change, but one can relate this to speed or movement.

fig: 271

During our feedback session we were told that it gives a Retro and Vintage look but is moving far from an experience. After the feedback the identity was changed to what one sees in fig. 271. There was no relevance of why the pink and violet was used. This comes to ones understanding that the identity was more product or product-theme driven. If the identity had to be combined with other themes it could be slightly difficult for one to visualise how the pink would go with the barn animals, forest and so on.

fig 268: Fluxx identity concepts

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Final Stage brand experience

fig: 272

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Reflection: What could have been the solution? I later looked at some of our competitors and understood how and what were their ideas on Brand and style. If one looks at Nordic House, home accessories one come to understand that they have a distinct style. The style is more nostalgic with candles and decorative art. Therefore, their products also tell us the same story of a nostalgic feeling. So here the big story was giving the audience a nostalgic feeling and their products act as the characters in their story delivering the experience of the brand. The colours, the objects - signifies a clear story of what they want to communicate.

fig 272: Image of the Nordic House web site

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Final Stage brand experience

As one can see how the brand SETGO has defined the brand experience by defining colour, type face, symbols and urban style. Therefore, their products also showcase the similar style. Similar to Nordic House, the products at SETGO also play a role in delivering the brand experience. fig 273: SETGO Experience

fig: 273

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Final Stage imagery

“User imagery is defined as the set of human characteristics associated with the typical user of the brand.” (Aaker, 1996:170)

According to Aaker, D. (1996) on imagery one would think that the imagery our group came up with may not be appropriate since the imagery does not, to a certain extent associate themselves with the brand personality.

“For example, the Levi’s brand personality is driven largely by the firm’s heritage of providing clothes for miners and by the brand attributes (tough, durable, simple) and the use contexts (Western / cowboy).“ (Aaker, 1996:170)

If the imagery could have been more with the product it could have solved the problem.

fig 274: Fluxx imagery on brand personality

fig: 274

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Final Stage brand positioning

“Brand positioning is the part of the brand identity and value proposition that is to be actively communicated to the target audience and that demonstrates an advantage over competing brands.” (Aaker, 1996:176)

fig: 275

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As one can see how we have positioned the brand Fluxx amongst our competitors. Fluxx has been positioned just above Be Concept and below IKEA. We wanted to position Fluxx above Nordic House, Heal’s, Be Concept, Setgo and others.

fig 275: Fluxx - Brand positioning

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Final Stage laundry bag

After we got our feedback we decided on what kind of material, bag and shape we should go for. We decided on the triangular shape since we were guided that it would work better in the washing machine and created value in terms of laundry bags and separation.

The below diagram has been influenced by Gibbâ&#x20AC;&#x2122;s 1988 Model of Reflection and modified according to the product we came up with.

Look at theory and customer research - Make

Execute according to customer needs

Analyse through theory and research like PMI and SWOT

Learn & Unlearn through user testing fig: 276

fig 276: Mesh bag / Laundry bag / Shape

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Final Stage prototyping with materials

fig 277: Prototyping with Pipe cleaners / cardboard

fig: 277

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Final Stage experimenting

After making a rough mock-up of the triangular shape with cardboard we started trying it in the washing machine to see if it fits in. We realised that the triangular shape does change the shape once clothes are in and into the washing machine.

fig 278: Trying the prototype in the washing machine

fig: 276

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Final Stage prototyping with materials stage 2

fig: 279

Here we were building up the prototype for the final model. The material we used for the structure was foam while to cover the pyramid the material was cross-stitch which was porous for efficient drainage of water and detergent. fig 279: Images of the prototype

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Final Stage themes

fig: 280

After making the rough mock-up of the triangular shape we started conceptualising on themes. I started on waves as a theme. This art work in fig.280 was done by myself during the Nursery Crimes. to depict water. I also used kuler to develop a mood for the wave theme.

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fig 280: Image of my art work / kuler colour mood

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Final Stage themes

fig: 281

Here one can see how the wave theme has been developed. The wave theme has developed into sea life. fig 281: Images of the theme i came up with.

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Final Stage themes

fig: 282

The wave theme was liked and i was asked to refine them so that they fit into a theme. While i was refining the theme i made a mistake. I used ready made illustrations to help me do the job. What happened due to that was the theme went towards a childrens theme. In fig. 282 One of the Brand Innovation students criticised the design so much, used negative words and went very personal that it was very demoralising. I think when we are working in a team and have to achieve a single goal we must be friendly and with respect convince the team member. This brings the members interest down and one can loose interest in the project. I do agree that the symbols, imagery goes towards childrens theme. fig: 283

My next theme that i worked on was on forest. I used the same art work that i did for Nursery Crimes and digitalised the same and developed it into theme. fig 283: Image being digitalised in Adobe Illustrator

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While creating themes i referred to Gibbâ&#x20AC;&#x2122;s model of Reflection 1988. There was always some thing to do, reflect, unlearn, execute and relate that to theory.

Make

Execute

Analyse

Learn & Unlearn

fig 282: Image of my art work

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Final Stage themes

fig 283: Images of the theme i came up with.

Lennie helped refine the theme i came up with. One comes to understand that the forest designs could be an inspiration from Art Nouveau.

fig: 283

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Final Stage themes

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fig: 284

Here are some barn animal themes that Lennie came up with.

fig 284: Image of Lennieâ&#x20AC;&#x2122;s art

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Final Stage themes

Some of the designs here are hand drawn illustrations but converted to digital format.

fig: 285

fig 285: Idea - Bryony, developed by Lennie

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Final Stage packaging templates

fig: 286

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I got the opportunity to design the initial packaging template. Later the dimensions changed according to the design. fig 286: Image of the initial packaging template

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Final Stage

laundry bag mock-ups

fig: 286

I got the opportunity to design the templates for the mini model mock-ups for the laundry bags

fig 286: Mini laundry bags mock-ups

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Final Stage

laundry bag mock-ups

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fig: 287

It was a group effort to stick all the sides.

fig 287: Image of the mock-up models

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Final Stage

packaging - influences fig: 288

The above packaging design is done by Nicepond.

fig 288: Packaging Design

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Final Stage packaging

If one looks at this packaging, one come to understand that it has been influenced by the theme which is the fruit theme. If one looks at the identity there is close connection between the theme and the identity. If the identity had to be combined with other themes it could be slightly difficult for one to visualise how the pink would go with the barn animals, forest and so on.

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fig: 289

Some of our packaging ideas. fig 289: Some of our packaging ideas.

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Final Stage

direct mailer influences

fig: 290

Before creating the direct mailer i had a look at some existing mailers that were online. fig 290: some online references on packaging

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Final Stage direct mailer process

fig: 291

Before i started designing the direct mailer i started with a rough mock-up. We wanted to have a triangular shaped design since all our products and promotions has the same look and feel. I first drew out a sketch of how it would look with the identity, images and themes. There were several confusions in my mind since i had to do a double-side print. Initially the dimensions were judged incorrectly and the output was in a form of a rectangle.

fig: 292

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Therefore in fig. 293 one can see the two circled areas have come away from where it should have joined.

fig: 293

fig 291: Image of my sketch fig 292: Screen grab while in progress fig 293: Image of my incorrect design

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Final Stage direct mailer

fig: 294

As one can see in fig. 294 i have changed the dimensions to perfect square so that we could get the perfect folds. I was quite happy to get it right.

Make

For this i had to set the dimensions to perfect square and align the design for a double-side print.

Execute

Analyse

Learn & Unlearn

I do not think that the design is perfect because when i tried giving it to test it on users they wouldâ&#x20AC;&#x2122;nt open and look at the thematic side, only some would do. This was the weakness of the design. Here, i referred to Gibbâ&#x20AC;&#x2122;s Model of Reflection 1988. There was always an opportunity to design, analyse through a SWOT, learn and unlearn from the analysis and execute what is appropriate.

fig 294: Image of my final direct mailer.

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Final Stage direct mailer

fig 295: Final direct mailer design layout fig: 295

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Final Stage sticker

fig: 296

Here are some promotional stickers done by Bryony for promoting our product .

fig 296: Promotional Stickers done by Bryony

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Final Stage

visual merchandising

fig: 297

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These are images for our Visual Merchandising done by Lennie. We wanted to show how Fluxx as a brand displays products creatively, imaginatively on the lines of the brand value.

fig 297: Visual Merchandising

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Final Stage outdoor promotions

fig 298: Outdoor promotion using Google Earth

This idea of the Google map was brought about by one one the brand and innovation students and the group felt there is no relevance and meaning of having this as one of the promotions. Even though the group felt the idea had no relevance it was still promoted.

fig: 298

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Final Stage web intro

fig: 299

This was our Fluxx web intro which was created by on of the brand innovation students and did not have enough relevance during the presentation feedback.

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fig 299: Web flash intro for Fluxx.

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Research

People

methods

Products

Prototype

Ask

Perform

Observe

During the project we used multiple models of which an important model was referred. This was from Laurel, B. (2003). This was structured like People, Prototype and Products. Ask, Perform and observe. For asking people we used Facebook group, did Personal laundry logs Questionnaire with end users Visited laundrettes & dry cleaners Visited student laundry room Cultural approaches to laundry had focus groups with mums & students.

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In terms of Prototypes, we did Initial prototype with pipe cleaners & cardboard, Actual size prototype with mesh and foam then Designed themes prototype For products we did Market Research at supermarkets, home & lifestyle retailers Existing laundry products by competitors. This idea of prototyping has been discussed extensively by Laurel, B and Tim Brown.

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Timeplan

As one can see in fig. 300 there is a screen grab of my time management and how i managed my project throughout the duration.

I managed my time according to every presentation. Every presentation gave me the time to reflect upon what i was doing why i was doing and how i did it.

I attended all meetings except one since i fell sick. The challenge was about how to manage two groups and be productive at the same time. None of the other members had to manage any other group so it was a bit hard on me. I tried my best.

We as a group timed ourselves well and therefore we were always on time and ready for our presentations.

fig 300: Web flash intro for Fluxx.

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fig: 300

Reflection Reflection: S - We were a talented group, has good brand innovation students as well as graphic designers. The project was interesting and had never done this before.

There were weaknesses at each level in terms of decision making. Certain strong ideas that could have been taken were not utilised enough.

W - One of the team members kept on critiquing about other members work and that backfired into loosing interest and commitment therefore the groupâ&#x20AC;&#x2122;s energy level kept on decreasing.

According to what Dr. Cameron Watt talked on organisational culture, our groupâ&#x20AC;&#x2122;s culture was quite rigid and did not leave enough room for a friendly atmosphere.

Each member fell in love with their ideas and wanted to prove they were right and may not have looked into the problem. Each one thought as a designer in terms of aesthetics and not as a problem solver.

O - The project was challenging and the strengths were not converted to opportunities. If the culture would have been friendly there would have been greater amount of group involvement and ideas and structures would have blossomed.

Even if the group thought that a particular idea had no relevance they still took it forward.

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T - Time was a measure threat. Completing multiple tasks at the same time was a getting hard. Managing time was an issue.

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Bibliography Books: Aakar, D. (1996) Building Strong Brands UK:Simon & Schuster UK ltd.

Nava, M. (1997) Buy This Book:Studies in advertising and consumption London:Routledge.

Airey, D. (2010) Logo Design Love:A Guide to Creating Iconic Brand Identities USA:New Riders

Noble, I. (2005) Visual Research Switzerland:AVA Publishing SA

Bignell, J. (1997) Media Semiotics:An Introduction UK:Manchester University Press Brown, T. (2009) Change by Design:How Design Thinking Transforms Organizations and Inspires Innovation New York:Harper Collins

Roberts, L. (2010) Design Diaries:Creative Process in Graphic Design London:Laurence King Publishing Limited Roberts, J. (1998) Time Management:Your Questions and Answers GreatBritain:Trotman and Company Limited.

Davis,M. (2005) More Than a Name:An Introduction to Branding Switzerland:AVA Publishing SA

Simon, M. (2007) Storyboards:Motion in Art USA:Elsevier Inc.

Fishel,C. (2003) Design Secrets:Packaging Massachusetts:Rockport Publishers Inc.

Stuart, B. (1995) Packaging as an effective marketing tool UK:Pira International

Fletcher, A. (1996) Beware Wet Paint London:Phaidon Press Ltd.

Tumminello, W. (2005) Exploring Storyboards:An In Depth Guide to the Art and Techniques of Contemporary Storyboarding Canada:Thomson Delmar Learning

Gage, J. (1999) Colour and Meaning:Art, Science and Symbolism Singapore:CS Graphics.

Wilk, C. (2006) Modernism:Designing a New World London:V&A Publications BIBLIOGRAPHY

Hall, S. (1997) Representation:Cultural Representations and Signifying Practices London:SAGE Publications Ltd. Knight, C. (2010) The Graphic Design Exercise Book:Creative Briefs to Enhance Your Skills and Develop Your Portfolio Switzerland:RotoVision Laurel, B. (2003) Design Research: Methods and Perspectives Massachusetts: MIT Press Lister, M. (2003) New Media: A Critical Introduction London:Routledge Meggs, P. (2006) Meggsâ&#x20AC;&#x2122;History of Graphic Design New Jersey:John Wiley & Sons, Inc. fig 299: Web flash intro for Fluxx.

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Electronic Resources: Fig.02. Innocent Drinks (c.2009) [Packaging] At http://www.pearlfisher.com/ Innocent.htm?viewallow=1 (Accessed 7 February 2011) Fig.03. D&AD (c.2008) [Award] At http://www.cpluv.com/generic/ mainitem/18896 (Accessed 7 February 2011) Fig.11. Body Shop label (c.1976) [logo] At http://ozgeozva301.files.wordpress. com/2010/11/bodyshop_logo.jpg (Accessed 8 February 2011) Fig.11a. Body Shop (c.2009) [Advert] At http://2.bp.blogspot.com/_useH1dGMzh0/TUnljsfoETI/AAAAAAAAABc/ xvPuayKiFOI/s1600/bodyshop-01.jpg (Accessed 8 February 2011) Fig.15. The Story of Cosmetics (c.2009) [Video] At http://www.youtube.com/ watch?v=pfq000AF1i8 (Accessed 11 February 2011) Fig.28. Adam Werbach (c.2008) [CEO Saatchi and Saatchi] At http://www. environmentalleader.com/2008/12/04/ sustainability-and-color-moving-beyondgreen/ (Accessed 11 February 2011) Fig.29. Wally Olins (c.2010) [Founder Saffron Brand Consultancy] At http:// www.exchange4media.com/e4m/images1/WallyOlins.jpg (Accessed 11 February 2011) Fig.30. John Rooks (c.2009) [Founder SOAP Group] At http://www.environmentalleader.com/2009/02/20/more-onthe-color-of-sustainability/ (Accessed 11 February 2011) Fig.32 Nescafe Coffee (c.2009) [Packaging] At http://www.ocado.com/catalog/ images-hires/11991011_H.jpg?identifier =adea092c5f44d3f2cc5c7f60364dec24 (Accessed 18 February 2011)

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Fig.33. Body Shop (c.2008) [Product] At http://www.businessfengshui.co.uk/ images/body%20shop.jpg (Accessed 20 February 2011) Fig.34. Body Shop (c.2008) [Oxford Street] At http://www.businessfengshui. co.uk/images/body%20shop.jpg (Accessed 20 February 2011) Fig.35. Body Shop (c.2011) [Product] At http://www.nirachan.net/blog/wpcontent/uploads/2011/02/SAM_0747.jpg (Accessed 20 February 2011) Fig.38. Barnbrook (c.2008) [Texture] At http://www.barnbrook.net/archive/ (Accessed 20 February 2011) Fig.41. Body Shop (c.2008) [advert] At http://docs.google.com/viewer?a=v&q =cache:2JPXxjqvskcJ:citeseerx.ist.psu. edu/viewdoc/download?doi%3D10.1. 1.113.1123%26rep%3Drep1%26type% 3Dpdf+wonderbra+terrible+thing+en vy&hl=en&gl=uk&pid=bl&srcid=ADG EESiH8zrs-1b-u0WjWuCeVwfnnanGXMDK_WHDyjZiWxfUMvKaoRxB5aWRWk10brhgB-mAIZpO3XsqvgZfYppsO6kTfN5n4wbXt6Y9ptX81 TAJIVeMhsqiass3sxuzAXXRdVNpOJh9& sig=AHIEtbTLWB3Wgn7lfuKMZ1YZpM L9TYqJdA&pli=1 (Accessed 20 February 2011) Fig.42. Wonderbra (c.2005) [Advert] At http://www.braincrumbtrail.com/wpcontent/uploads/2011/04/Wonderbra. jpg (Accessed 20 February 2011) Fig.43. Wonderbra (c.2005) [Advert] At http://roberts-playground.typepad.com/ photos/uncategorized/wonderbra1.jpg (Accessed 20 February 2011) Fig.44 Nude (c.2010) [Packaging] At http://www.pearlfisher.com/NudeSkincare.htm?viewallow=1 (Accessed 20 February 2011)

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Fig.45. Cadbury Chocolate (c.2010) [Packaging] At http://www. peafisher.com/CadburyDairyMilk. htm?viewallow=1 (Accessed 20 February 2011) Fig.48. Bauhaus (c.2008) [Typeface] At http://www.toffsworld.com/images/stories/art/bahaus_font.jpg (Accessed 20 February 2011) Fig.51.Tahita Flower (c.2008) [Image] At http://www.tahitiguide.com/content/ Photos/iles-jpg/australes-archip/album/ LS-201-tubuai-frangipa.jpg (Accessed 24 February 2011) Fig.55. Glass Beads (c.2008) [Artifacts] At http://ny-image1.etsy.com/il_fullxfull.84524501.jpg (Accessed 26 February 2011) Fig.56. African (c.2008) [Pottery] At http://2.bp.blogspot.com/-aS87tOBnpfQ/TVQBB3rB4rI/AAAAAAAAABM/ NcKast5Mc-M/s1600/ghana+020.jpg (Accessed 26 February 2011) Fig.58. Glass (c.2008) [Design] At http:// www.accessmyhomes.com/tag/roughcut/ (Accessed 26 February 2011)

Mud pot (c.2008) [Container] At http://4.bp.blogspot.com/_STjZ5AcpHlk/ S9gP1c5cTPI/AAAAAAAACeA/jzCAQL8UGBs/s16 (Accessed 26 February 2011) MINI stamp (c.2008) [Stamp Design] At http://www.juststudio.com/page2/page6/ files/gallery-stamps-new-stamps-008. jpg(Accessed 26 February 2011) Beware Wet Paint (c.2008) [Stamp Design] At http://www.phaidon.com/ resource/four/bs-9780714833545. jpg(Accessed 26 February 2011) Fig.90. Batman Movie (c.2008) [Poster] At http://static.inentertainment.co.uk/ wp-content/uploads/2008/04/newbatman-dark-knight-trailer-and-harveydent-seen-in-posters.jpg (Accessed 26 February 2011) Fig.93. Dan Brownâ&#x20AC;&#x2122;s book image (c.2008) [Book] At http://www. bartsbookshelf.co.uk/wp-content/ uploads/2008/08/digital-fortress. jpg(Accessed 26 February 2011) Fig.94. Red Shoes (c.1948) [Book] At http://astrodreamer.squarespace.com/ storage/the-red-shoes-i.jpg(Accessed 21 March 2011)

Fig.60. Glass Design (c.2008) [Design] At http://greenupgrader.com/ files/2008/05/image77.jpg (Accessed 26 February 2011)

Fig.98. Masks (c.2000) [Persona] At http://www.masks-wigs-and-costumes. com/Masks/images/paper_mache_plain_ masks.JPG (Accessed 21 March 2011)

Fig.61. Lord Krishna (c.2008) [Design] At http://www.dollsofindia.com/dollsofindiaimages/krishna-pictures/bal-gopalaPY11_l.jpg(Accessed 26 February 2011)

Fig.99. Shadow (c.2000) [Ego] At http://www.salem-news.com/stimg/ march032008/woman_shadow315.jpg (Accessed 21 March 2011) Fig.100. Aristotle (c.2000) [Story Telling] At http://www.stenudd.com/myth/greek/ aristotle/images/Aristotle-bustofHomerRembrandt1653.jpg (Accessed 21 March 2011)

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BIBLIOGRAPHY

Fig.59. Glass design (c.2008) [Design] At http://4.bp.blogspot.com/_-qGZ7JqpD1A/Sx33jiDefXI/AAAAAAAABj0/ srlxZGF2YTY/s400/Glass+Designs++Cool.jpg (Accessed 26 February 2011)

Firkins (c.2008) [Container] At http://www.webexhibits.org/butter/ history-firkins.html (Accessed 26 February 2011)

Bibliography

Fig.106.Black Swan (c.2010) [Movie Poster] At http://cdn.screenrant.com/ wp-content/uploads/Black-Swan-movieposter.jpg (Accessed 21 March 2011) Fig.109. Red Shoes (c.2010) [Illustration] At http://farm4.static.flickr. com/3070/2730978920_f980fb881c.jpg (Accessed 21 March 2011) Fig.110. Red Shoes (c.2010) [Illustration] At http://www.flickr.com/photos/ monigato/2730978168/in/photostream/ (Accessed 22 March 2011) Fig.130. R.Crumb (c.2010) [Illustration] At http://www.crumbproducts.com/ (Accessed 22 March 2011) Fig.131. Cosmo Wine (c.2010) [Illustration] At http://www.tokyoterrace.com/ wp-content/themes/thesis_16/custom/ rotator/Currant%20Cosmopolitan.jpg (Accessed 22 March 2011) Fig.134. Selfridges Window (c.2010) [Illustration] At http://2.bp.blogspot. com/_zaczfqp4Bts/TOlEBTkNauI/ AAAAAAAACac/89flcMmGR7o/s1600/ Selfridges%2BShop%2BWindow%2Bsha dows%2Badded.jpg (Accessed 22 March 2011) Fig.137. Samuel Palmer (c.2010) [Painting] At http://2.bp.blogspot. com/-dtabz-9NG1I/TXgtvXWCRrI/ AAAAAAAABTE/R98thTIEODA/ s1600/samuel_palmer_the_gleaning_ field_c__1833.jpg (Accessed 23 March 2011) Fig.138. John Constable (c.2010) [Painting] At http://img.artknowledgenews. com/files/JohnConstableTheWhiteHorse.jpg (Accessed 23 March 2011) Fig.142. Vintage: (c.2010) [Photograph] At http://cache2.artprintimages.com/p/ LRG/8/891/1JUJ000Z/art-print/battersea-power-station-post-war.jpg (Accessed 24 March 2011)

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Fig.143. Inspiration image (c.2010) [Vintage Style photograph] At http:// www.mybrightonandhove.org.uk/images/ uploaded/scaled/new_england_street.jpg (Accessed 24 March 2011) Art image (c.2010) [Illustration] At http://www.cutitout.co.uk/ (Accessed 24 March 2011) Fig.147. Alan Moore (c.2008) [Comic] At http://forbiddenplanet.co.uk/blog/ wp-content/uploads/2010/01/Lost-GirlsAlan-Moore-Melinda-Gebbie-comicserotica-Top-Shelf.jpg (Accessed 2 April 2011) Fig.148. Juno Credits (c.2007) [Movie] At http://artofthetitle.com/media/ film/2007/juno_contact.jpg (Accessed 2 April 2011) Fig.149. Indiana Jones (c.2008) [Movie] At http://www.shockya.com/news/wpcontent/uploads/indiana_jones_poster_10_harrison_ford.jpg (Accessed 2 April 2011) Fig.150. Mark Robson (c.2008) [Music Album] At http://4.bp.blogspot. com/_9RiLhRs26f8/TKH59NJMIBI/ AAAAAAAAAYI/07NaGsOAIPs/s1600/ Mark-Ronson.jpg (Accessed 2 April 2011) Girl (c.2010) [In Pink Umbrella] At http://4.bp.blogspot. com/_9RiLhRs26f8/TKH59NJMIBI/ AAAAAAAAAYI/07NaGsOAIPs/s1600/ Mark-Ronson.jpg (Accessed 2 April 2011) Chameli (c.2003) [Movie] At http:// www.imdb.com/title/tt0383975/ (Accessed 2 April 2011) 101dalmatians(c.1996) [Movie] At http://www.imdb.com/title/tt0115433/ (Accessed 2 April 2011)

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Fig.222. Messy Kitchen (c.2009) [Image] At http://americanfridge.org/wp-content/uploads/2011/04/messy-kitchen-11. jpg (Accessed 2 April 2011) Ear bud (c.2009) [Image] At http://i.telegraph.co.uk/multimedia/archive/00797/ cotton-bud_797609c.jpg (Accessed 2 April 2011) Reading in the Air craft (c.2008) [Image] At http://www.worldhum.com/travelblog/item/what-makes-a-great-airplaneread-20090827/ (Accessed 2 April 2011) Nail Cutting (c.2008) [Image] At http://i. ehow.com/images/a04/a2/61/cut-nails200X200.jpg (Accessed 2 April 2011) I-pad (c.2010) [Image] At http://www. ipadaccessoriesonlinestore.com/wpcontent/uploads/2010/04/what-doesthe-ipad-do.jpg (Accessed 2 April 2011) Drying Solutions (c.2010) [Design] At http://www.furniturefashion. com/2008/10/29/combination_bathroom_radiator_and_clothes_drying_ rack.html (Accessed 2 April 2011) Drying Solutions (c.2008) [Design] At http://s7.sears.com/is/image/ Sears/00899637000(Accessed 2 April 2011)

Fig.233. Cultural Drying Clothes (c.2008) [Local Mumbai] At http:// img3.allvoices.com/thumbs/ event/598/486/66793445-laundrywoman-retrieves.jpg (Accessed 2 April 2011)

second semester workbook

Fig.256 Kinetic energy (c.2010) [Washing balls] At http://dornob.com/kineticgreen-gadgets-generate-eco-friendlyenergy/ (Accessed 7 April 2011) Fig. 257 Product (c.2010) [Similarities] At http://www.designwoo.com/2010/12/ design-history-diert-rams-less-but-better/ (Accessed 10 April 2011) Fig. 258 Ron Arad (c.2009) [Architecture Design] At http://www.designbuildnetwork.com/features/feature_images/ feature2172/3-holon-design-museum. jpg(Accessed 10 April 2011) Tabla (c.2008) [Instrument] At http:// www.sitarsencat.com/imatges/tabla2e. jpg (Accessed 10 April 2011) Fig.265. Washable bags (c.2010) [Product] At http://www.bedbathandbeyond.com/product. asp?sku=11818536&(Accessed 10 April 2011) Fig.267. Fluxx Game (c.2000) [Game] At http://static-l3.blogcritics. org/11/01/17/151705/PirateFluxx-contents.jpg(Accessed 1 May 2011) Fluxx Graphic Design (c.2000) [Studios] At http://www.fluxx.com.au/ (Accessed 1 May 2011) Fig.272. Nordic House (c.2010) [Website] At http://www.nordichouse.co.uk/ index.php (Accessed 1 May 2011) Fig.273. SETGO (c.2010) [Website] At http://www.setgogear.com/ (Accessed 1 May 2011)

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BIBLIOGRAPHY

Fig.232. Cultural Drying Clothes (c.2008) [Local Mumbai] At http:// www.ctbuh.org/Portals/0/events/Conferences/Mumbai10/Tour/C-Ward/CWard_22_600x400.jpg (Accessed 2 April 2011)

Fig.253. Washing Machine(c.2010) [Concepts] At http://www.designwoo. com/2010/04/10-concept-washingmachines-that-will-make-your-laundryroom-green/ (Accessed 7 April 2011)

Bibliography

Fig.276.Laundry bag (c.2010) [Product] At http://www.flaxandfinch.com/catalog/ images/LaundryBagMain.jpg (Accessed 10 May 2011) Laundry bag (c.2010) [Product] At http://2.bp.blogspot.com/_AmlzVCxXDKs/TGJYOV-o51I/ AAAAAAAAASI/cyV53ccSFUc/s1600/ mesh.jpg (Accessed 10 May 2011) Fig.288. Triangular (c.2010) [Packaging] At http://beachpackagingdesign.typepad. com/.a/6a00e54f0014bd88340120a5 8cbb15970b-800wi(Accessed 10 May 2011) Fig.290. Triangular (c.2010) [Direct Mailer] At http://www.popupmailers. co.uk/products/big/pyramid.jpg (Accessed 10 May 2011)

Wilhelm Staehle (c.2009) [Packaging] At http://wilhelmstaehle.com/ (Accessed 21 February 2011) Design Woo (c.2009) [Product Design] http://www.designwoo.com/ (Accessed 2 April 2011) Vector Graphics (c.2009) [Vector Graphics] http://www.shapes4free.com/ vector-photoshop-patterns/sea-oceanfish-vector-pattern/(Accessed 2 May 2011) Design Observer (c.2009) [Design Matters] At http://observermedia.designobserver.com/audio/tim-brown/11317/ (Accessed 3 May 2011) All the below images were view in February 2011

Triangular (c.2010) [Direct Mailer] At http://www.cardmasters.co.uk/newsite/ wp-content/uploads/triangle-DM385x256.jpg (Accessed 10 May 2011)

Girl eating chocolate image (c.2009) [product analysis] At http://javaura. com/wp-content/uploads/2010/11/ lady-eating-chocolate.jpg (Accessed 10 February 2011)

Online Articles: Rooks, J (2009). More on the Color of Sustainability. At http://www.environmentalleader.com/2008/12/04/sustainability-and-color-moving-beyond-green/ (Accessed 2 February 2011)

Red dress (c.2009) [product analysis] At http://1.bp.blogspot.com/_kQKSH7T2mv0/THycNevM4yI/AAAAAAAAGSc/ xjSKQDKT05E/s640/valentino_ red+dresses.jpg (Accessed 10 February 2011)

Fenn, N. About Carl Jung. At http:// www.bemyastrologer.com/aboutjung. html#top (Accessed 21 March 2011) Werbach, A. (2008). Sustainability And Color: Moving Beyond Green. At http://www.environmentalleader. com/2008/12/04/sustainability-andcolor-moving-beyond-green/ (Accessed 21 February 2010) Websites: PearlFisher (c.2010) [Packaging] At http://www.pearlfisher.com/intro.php (Accessed 20 February 2011)

Cocoa seeds (c.2009) [product analysis] At http://media.agriculturesource.com/ product/imgage/Agriculture/201007 3016/77d6255cb1a921008af12d956 41c6341.jpg (Accessed 10 February 2011) Ruby Gem (c.2009) [product analysis] At http://www.gemaffair.com/images/ RUBY_FANCY_SQUARE.jpg (Accessed 10 February 2011)

The Dieline (c.2010) [Packaging] At http://www.thedieline.com/ (Accessed 20 February 2011)

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Velvet Cloth (c.2009) [product analysis] At http://www.cloth4less.net/c4l/images/ VelvetMainBottoms600x375.jpg (Accessed 10 February 2011) Cocoa Body Butter (c.2009) [product analysis] At http://www.marieclaire.co.uk/imageBank/cache/c/ cocoa-butter-Body-Butter.jpg_e_ b531446b815d841fa57ff7ac29559923. jpg (Accessed 10 February 2011) Vaseline Body Butter (c.2009) [product analysis] At http://www.chocolatemintsinajar.com/blog/wp-content/uploads/2009/07/cocoabutter.preview.jpg (Accessed 10 February 2011) Super Drug Body Butter (c.2009) [product analysis] At http://www.osoyou.com/ thumb.ashx/media/images/items/datafe eds/126/2010/12/21/100899338-126. jpg/215x0-7-75-1-a0.jpg (Accessed 10 February 2011) Vaseline Body Butter (c.2009) [product analysis] At http://images. letsbuyit.co.uk/original/21/31/vaselinecocoa-butter-smoothing-body-butter250ml-10363121.jpeg (Accessed 10 February 2011)

BIBLIOGRAPHY

Dove Body Butter (c.2009) [product analysis] At http://3.bp.blogspot. com/_DbYGS2gU9qI/Sw6fIT4ZfOI/ AAAAAAAAGCs/Irh3esF812A/s400/ Dove+ProAge+Rich+Body+Butter+1. JPG (Accessed 10 February 2011) Anish Kapoor (c.2009) [Mirror Sculpture] At http://www.bbc.co.uk/news/ entertainment-arts-11427428 (Accessed 10 February 2011)

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