Initial Ideas - OUGD505, Studio Brief 02

The project is meant to convey a message to convince people to take a break from social media and understand the side effects of overuse or misuse. This had to be conveyed in a soft tone of voice and appeal to the target market using a public awareness campaign format. When applying to this university a task was set to use a symbol and create four pieces of design work from this symbol, the project I submitted was very similar to this project. It made sense to look back at the project and take the best aspects of it to turn it into a refreshed idea suitable for the campaign.

Unfortunately the fourth image cannot be found but it was to do with instagram saying that you wouldn't push food in people's face in real life. This kind of idea would work again for the current project and some slogans could be taken like the limiting yourself idea. The campaign or organisation in the bottom right was created on a similar basis to this project to get people to stop using technology and talk to one another. Taking these ideas and pushing them further could be strong grounds for a this project to start on and as it develops further there will still be similarities to this but the modern refreshed look will show through. 

Key points to consider:

Make the social media sites clear

Redesign the logo

Apply new skills to layout

Production methods and distribution

Project Report - OUGD503

Up Yer Sleeve, Evaluation - OUGD503

As I had already done a project similar to this in the past it wasn't the most difficult brief. I knew what key things to look out for and how I could develop the project to make it become a strong more well rounded Idea. It was created in a very short time frame but this meant that I didn't drag out designs or have too long before feedback sessions so everything was fresh in my mind and I could concentrate better. When first receiving the track I was a bit disheartened as there were other musicians I completely adore, I think this could have hindered the design as I would have been too involved with the project. Overall I am happy with the final, it has taught me not to disregard certain work just because I may not instantly see the potential.

Up Yer Sleeve, Submission and Final Design - OUGD503

I have submitted the final design to the competition awaiting judgement. The Final design was a mixture of both the loud bold graphics and the simple hat design. This paid homage to the musician whilst still leaving the trademark style he was known for. The colour of the hat had to change to be more in keeping with Onyeabor's own.

First Final - OUGD505, Studio Brief 01

This is the final print for the exhibition. The poster was printed using the quickest and cheapest methods but there were issues whilst printing. It may be that the print will have to be re done at some point before the hand in. Otherwise the print has come out pretty well reflecting a sort of rustic gig and music feel, it subtly changes the bands aesthetics and branding, modernising it a bit and very simply commemorates the occasion. 

Feedback - OUGD505, Studio Brief 01

I showed a range of final outcomes around to ask for the opinion on which should be put forward to the exhibition. As none of the prints came out completely to plan it had to be that one with a 'mistake' should be chosen. This didn't matter too much a people suggested it could look like a gig style with a bit of a rustic feel rather than a completely clean look. They also realised that it made sense to the research and development I had looked into that gigs would look for the cheapest and quickest methods to create posters for advertisements.

Process - OUGD505, Studio Brief 01

Looking into printing methods it made sense to use screen printing for this design. If the poster were to be made in the 1970s when this event took place it would have been screen printed as this would be the quickest and cheapest method to get a three colour print out to the world. The print would have to be printed in three different sections but would still be the best method for the time. Layering the colours would give a traditionally printed look that you no longer get with digital print, happy accidents occur less and less meaning that there isn't any surprise to the process, it is more efficient but screen printing can sometimes take a design to another place making it more desirable.

Production Considerations - OUGD505, Studio Brief 01

When starting this brief a lot of research went into design based on the style of the band and the event, like looking at 70s design, rock band covers, posters etc. The design should reflect this research, using simplistic styles, and bold writing to show relevant information. To produce these designs they would have to be made using a process relevant to the time the event was shown and using the cheapest and quickest methods as this is how music venues would usually produce their advertising. This will mean using the cheapest stock to hand and the cheapest printing method that allows three colour prints. Screen printing will allow this and would be the quickest method outside of digital printing to produce the cheapest prints using three colours. The issue is the stock choice, a white cartridge stock would be cheap to buy in bulk and would be heavy enough to hold the ink and then be hung or displayed. If a white stock is used the black will have to be printed on top of the red and blue circles whereas if a black stock is used then white ink could be used to print and then red and blue could be printed on top of this. This would be the quickest method but the stock may cost slightly more.

Up Yer Sleeve, Feedback - OUGD503

After gaining feedback on the other designs people decided that they very much liked this style better than the previous designs and although this still uses elements of it it doesn't take too much. The hat colour changed after realising that Onyeabor's own hat is not brown but in fact a lighter white/cream colour. People said that this design incorporated a modern minimal design with the excitable bold style we see in Good Name's music video.

Social Media Research - OUGD505, Studio Brief 02

What is social media used for?

A survey was made to gain information for this project.

Often people used social media for communication or entertainment.

A lot of people would post to social media regularly but some people do not post often at all.

This was a very big question and could help the entire project. In the comments section many people agreed that social media is an easy alternative to staying in contact although it could be that people neglect the face to face communication because of it. People stated it keeps them in contact with friends and family who live far away but they admitted that they can also be lazy and ignorant to the people close to them because of the ease of access. 

Many people know that social media use has been linked to health concerns but they still use it regardless. The people asked may already be safe online and therefore have the relevant information but some people could be clueless and just know about the correlation and not the side effects. In the comments section people responded that they knew some of the illnesses that could occur but some people had no idea they just knew "it is bad for your mental health".

The response from this question was quite positive. As stated in the last, people would like to know more about the concerns and are open to learning. They stated that they know there are concerns but might not know how to deal with them or what they are. Someone suggested that this generation almost takes technology for granted and therefore neglect the problems that may occur. There were a few who stated they do not think a campaign like this is necessary and one person commented that they already know the concerns therefore the campaign is not needed. Maybe the question wasn't worded correctly it was asked if the campaign would intrigue the reader but instead should have asked if the public needed this campaign as it isn't for one individual but instead an entire community and would not single out or seek to offend any one person.

Feedback given at the end was helpful, some comments less so but again wording on my part could have been better to gain entirely appropriate responses. Many people left feedback and information to look into for the campaign. The aim is that anyone dissuaded by the idea of this campaign will see that it is not out to target anyone but instead inform and if that person already knows the consequences they will not have to waste their time. The soft friendly tone of voice will seek to relate to the viewers to intrigue anyone not in the know or who would like to learn more.

Production and Distribution Methods - OUGD505, Studio Brief 02

As the campaign is about the side effects online and with using social media the best way to spread the message would be through these means. The campaign is also about taking a break and getting people out into the real world so it would make sense to have the advertisements around cities in public spaces, hospitals, waiting rooms and other areas like universities to engage with the target audience. Most public awareness campaigns would be show solely around cities and not hit the online community whereas this campaign would be to hit that target audience and get them thinking through advertisements on newsfeeds, inbetween YouTube videos and on general pop up ads. The advertisements would have to be in the forefront of peoples newsfeeds not just pushed to the side where everyone is already aware of advertisements and therefore just ignores them. Everything must link together under an umbrella design style fitting a soft tone of voice.

Contacting Social Media Stars - OUGD505, Studio Brief 02

I would like to get in contact with YouTube stars and other online presences such as celebrities to campaign for this project. The only issue is that this is a university project and it may be hard to convince them let alone keep the campaign going. I do intend to make this campaign and would be fully on board it would just mean making sure the campaign is off to a strong start and stayed that way to convince them to help out.

Charlie McDonald would be a great contact as he is completely into this topic and would be very helpful in spreading the message with his soft tone of voice and playful nature. He has run his own charity events in the past and has managed to campaign and spread messages to a wide audience.

Casey Neistat is a huge YouTube sensation but always seems to have time to help out the little guys if he believes in the cause. Many charity events have been campaigned through him and have managed to raise money because of him. Again he has a playful nature and is a bit more nonchalant in the way he speaks rather than considering a softer tone he almost says it how it is but always in the best way possible. 

Public Awareness Adverts - OUGD505, Studio Brief 02

Below will discuss some public awareness campaigns looking at the effectiveness of the images and the design. Looking through it is quite clear that campaigns like these do not feature type heavily but and often leave the meaning of the poster to be figured out by the viewer. If you want to find out more about the campaign you have to go online to find further resources. This is quite often because people can't be told to do something, the image will either intrigue you or won't meaning that some people will not change their ways of thinking and therefore aren't going to look further even after seeing such hard hitting imagery. That being said campaigns should look to include everyone and entice people to look at information further to keep the talk alive.

Often public awareness ads are hard hitting and feature some kind of hidden message. The one above is quite brutal but it is showing that every second counts. The campaign features quite a strong message, the colours are toned down and are dramatic and the image is left to speak for itself. This is common for public awareness campaigns to tug at heart strings of the viewers and almost make them feel guilty to make them act.

Not all campaigns are are hard hitting some play on pop culture and humour to entice the audience and make them look further into the meaning. This particular image is to show that censorship used wrongly can result in miscommunication. Colours again are not too out there and the framing of the image is perfect to lead the eye.

This campaign uses quite a beautiful image to attract its audience whilst still conveying a serious message about desertification. The issue would be that the image may just be looked at for its beauty and the main point be overlooked. Then again the point could be to show the beauty that is being destroyed to hit the audience and again make them feel guilt.

Another campaign from WWF, a bit different to the one above. Rather than showing beauty the picture conveys a message similar to the first image, without showing any injured animals it still introduces a shock factor. The bright red blood stands out from the rest of the image leading the eye meaning you can't really look away and have to engage.

Similar to the campaign above the blood leads your eye to the image but the message in this piece is conveyed so well. It doesn't have to show the victim or any injured person but instead it shows a different side to the story. Instead of hitting drivers that use their phones it is showing the consequences of the bystander that called them. This would really hit hard and make people think twice.

This campaign takes a completely different approach to any of the others using illustrations rather photography. The image is hard hitting again but takes a unique approach to show that even superheroes check for signs of cancer. This may be aiming a more specific target audiences rather than the public in general but it definitely plays on pop culture.

Some campaigns don't feel the need to be hard hitting or make the audience feel guilty but instead make the ads uplifting to convince them to join in and take action. Showing that it is possible to create a softer campaign.

Up Yer Sleeve, Development and Research - OUGD503

Below are the developed designs, as the feedback stated the designs may not be the most suitable or best to look at I decided to look into more for what the artist is known for. Onyeabor is often pictured wearing this Ten Gallon style hat so I decided to incorporate this in with the Nigerian flag as this is the country from which he hails and with the previous designs. The hat stood out on it's own so I decided to centre this and make it the main focus of each design. Some of the bright garish colours were too much to go with the simplistic hat and therefore I had to decided which design would be most appropriate to take forward.

Up Yer Sleeve, Feedback - OUGD503

On the initial designs the feedback was very constructive. As the aesthetic is not an on trend design it was hard to get the idea across. After showing the music video people understood the theme but still were not on board with the designs. They didn't like the original designs and even though it could be said to be showing homage to the original the designs could definitely be improved. I was told to look more into the design of funk albums and research a bit further into Onyeabor's other music and style.

Campaign Research - OUGD505, Studio Brief 02

To make sure the public awareness campaign would be successful research had to be made into what makes a successful campaign. A presentation given by Liz Wainger, President of the Wainger Group gives key facts on how to establish this.

Objectives:

• Influence policy-makers 
• Increase support and knowledge from allies and unlikely allies 
• Get your message out 
• Defy negative perceptions 
• Reframe the conversation

Distribution methods:

• Press releases 
• Brochures 
• Ad campaigns 
• Events
• News conferences 
• Direct mail

The Four C's:

• Careful Planning 
• Compelling Messaging 
• Campaign Tool Chest 
• Coordinated Grassroots Engagement and Advocacy 

The presentation goes on to talk about getting your message out there and target audience. It speaks about the importance of creating good visuals and communicating your message. This is an obvious point but is key to creating a strong campaign. Taking this information forward is the next step, following these rules should give a basis to the campaign and tied with the information collected about the topic should stand the project in good stead to becoming strong and well rounded.

Up Yer Sleeve, Initial Designs - OUGD503

Originally the designs were going to mimic some of the artwork from the music video and heavily take inspiration from that alone. The designs are very basic and impactful, any Onyeabor fan would know the design and associate it with him.

The designs still have some development to do but as far as an aesthetic is concerned I think that the designs below are what should be used.