OUGD503 Studio Brief 1 Penguin Design Awards - Production & Submission

OUGD503 Studio Brief 1 Penguin Design Awards - Production & Submission

This design concept is based on the list (as illustrated) which features in the book. This list holds a lot of tendencies and habits of women therefore is clearly relatable. The illustrations sets the scene of a woman checking her list while having a brew and a snack. This adds a humorous element as it is clearly ironic as the woman is eating the ginger nuts while reading her list which states she no longer does. Research of 'Chick Lit' was undertaken to inform this design as their target audience is women and they are always entertaining books. These two things are deliverables of the brief therefore it is extremely relevant research. The specification of clearly conveying the book as humorous and entertaining was what really drove the concept to inform the final design. 

Final Design

Submission - 

OUGD503 Studio Brief 1 Penguin Design Awards - Development

OUGD503 Studio Brief 1 Penguin Design Awards - Development

For my concept, as a lot of Chick Lit covers uses illustrative elements, I decided I wanted to use illustrations of a cup of tea, some ginger nuts and a hand holding the list. This sets the scene of a woman checking her list while having a brew and a snack and adds a element of humour as its ironic as the woman is eating the ginger nuts while reading her lists which states she no longer does. I feel this is successful as the humorous element and scene is very relatable to women making it 'pickupable' and the humorous element clearly shows that its an entertaining book. 

I asked my housemate (an Illustrator) to draw the three objects and had her permission to use them for my cover. As I knew her work, I knew her style would be fitting for the illustrations and am very happy with the final outcomes.

Illustrations - 

I wanted quite gender neutral colours to achieve my aim of a toned down Chick Lit cover. As the illustrations are quite gentle and uses warm colours, I tried a few different colours and felt beige worked best for the background. This enhances the scene within the illustration and emits a homely, warm, familiar feel to the audiences. The use of orange for the typography is also used to compliment the ginger nuts, but allows the cover to feed the eye around the cover for its viewers. Furthermore, different arrangements were tested for the cover as balance is very important along with also directing the eye around the cover.

From research I found that all of Cailtlin Moran's books use the same type and arrangement for the design of the authors name. Therefore I wanted to stick with this as it would be recognisable to the authors readers and adhere's to Moran's previous books. For the title itself, choosing the right typography was hard as I wanted it to be a script font to use similar conventions to Chick Lit covers but without being overly decorative. In the end I found 'Felt Tip Woman' on typekit which I believe works well, as it isn't overly decorative but still quite calligraphic and targets women. As the type looks hand rendered, it also adds a more raw, sincere quality to the cover which compliments the illustration, This together creates more of a genuine cover that will appeal to women.  

Final Outcome - 

OUGD503 Studio Brief 1 Penguin Design Awards - Book Cover Research

OUGD503 Studio Brief 1 Penguin Design Awards - Book Cover Research

As the book is targeted for woman and it is my intention and what it asked of the brief to make the book cover clearly an entertainment book - I felt that 'Chick Lit' would be a good area to research as the cover designs are quite feminine and also have the aim of being 'pickupable' and clearing showing to the readers that it is an entertaining and funny book. Chick Lit book covers are so recognisable and clearly indicate modern womanhood, humour and lightheartedness. They predominantly use feminine imagery, bright colours and decorative/script typography. This clearly indicates that these books are aimed at woman by being so obviously feminine and 'girly' that the covers don't necessary appeal to everyone's taste but it puts the book into a category so its readers can clearly understand the type of book.  
This way of marketing is clever and although I don't want to make the cover overly 'girly,' Chick Lit book covers use the same technique that I'm hoping to achieve of being aimed at woman and clearly an entertaining book. Therefore I want to follow some of the same conventions of these books but toned down as the book - is a feminist book, so it would be counteractive to give it a stereotypical 'woman's read' cover. 

OUGD503 Studio Brief 1 Penguin Design Awards - Initial Ideas

OUGD503 Studio Brief 1 Penguin Design Awards - Initial Ideas

My first initial ideas and after looking into the author and her other books, was to create quite a feminist book cover. I created really quick mock ups using elements of feminism such as Caitlan Moran's tattoo, the feminist symbol and an feminist image. I tried to add interest by distorting the image using a scanner but overall it quickly became apparent that these ideas didn't suggest entertainment and wouldn't work on the whole. 

                                   

                  

From reading the brief again after struggling for ideas, I found the main aspect of the brief that I found important was - 'making it clear to the reader that it is very entertaining and often very funny. The book should feel very accessible, immediately ‘pickupable’ and something that exists within the world of Popular Culture.' Therefore after mind mapping ideas and tutorials, I found this idea to be the best of using a list written within the book. This list can be seen as funny but mainly relatable to a lot of working women/mothers. From my tutorial, my feedback was to follow this idea as the concept was strong, in addition it was also noted that women like to make lists encouraging the idea. 
This is a rough mockup for the concept. I intend to make the book very friendly and use similar approaches to book covers for 'Chick Lit' as I believe this will appeal more for women and do what the brief asks to make it clear it is an entertaining book.

OUGD504 Design Production Evaluation

OUGD504 Design Production Evaluation

I have found this module to be really worthwhile as the most enjoyable part of the design process for me is the production stage. This has given me the opportunity to learn and take on more production methods which has really developed my work overall. It has allowed me to explore numerous methods such as print finishes and also commercial applications which has helped me evolve as a designer and given me a good understanding for more professional work.

This module has considerably expanded my knowledge on commercial considerations and professional skills. Workshops and study tasks have played a significant role in learning to prepare my work accordingly for the industry such as preparing for print. This has provided a good foundation for the rest of Level 5 and Level 6 which will allow me to produce more skillful work.

Through the process of production I have successfully managed to overcome design problems I faced, chiefly by using feedback and taking it pin myself to learn new things such as software. I believe I have become more confident in processes and techniques and understand the potential and limitations involved. I aim to expand this and use more of the resources available to me and continue on in using these technologies throughout my work.

Screen-printing in just one of these processes that I now feel so much more confident in undertaking. Studio brief one and three allowed me to explore this and other print finishes, which I thoroughly enjoyed. These print based briefs provided me with the freedom to delve into these that equipped me with a stronger development and production within my work. For this reason I intend to incorporate more production methods into my future work.

I feel that I should've taken this opportunity within studio brief two as I struggled with it. If I were to use a more hands on approach I feel that my outcome would of been much stronger and I wouldn't of struggled so much. However this has taught me that I can use these production methods and technologies within web-based design and not limit myself. Moreover, studio brief four has taught me that web design has something I have found I do enjoy a lot, unexpectedly; and has provided me with possible new future aspirations.

My independent study has improved although I feel I should take more advantage of feedback and speak to the tutors more - this must start my first learning to have confidence in my work. Improvements could be made with my time management. Although it is efficient and I have come up with my own effective strategies for time management, I feel that if I became completely on top of everything, I could have more time to experiment with production methods, which is what I would quite like to do. Experimenting further and developing higher skills in production in print and screen based design is a goal of mine to create a higher standard of work.

OUGD503 Penguin Design Awards - Idea Generation

OUGD503 Penguin Design Awards - Idea Generation

A lot of different ideas and concepts were conjured up for this brief. Some things  stereotypical of woman and some not, ideally the cover will not be typical of what you would think about women. It is quite hard in a way this brief, as there are endless things that relate to woman. Therefore in the end and after some initial ideas, it was felt best not to go down the route of attempting to represent a woman in the cover. Relating the cover to the content of the book is much more appropriate, and one idea following on from this was using a list within the book for the front cover. After a tutorial, this idea seemed suitable for the brief, therefore this idea will be developed further. 

These were very quite, rough mock ups for initial ideas following on from the thumbnails. After coming back to these, it was felt that these bar the first were not at all strong enough concepts for the cover. The first idea will be developed however as it gives suggestions to characteristics of women - making lists, trying to work harder, attempting to resist their indulgences etc. 

For this idea, typographic book cover research will be necessary, but it was also thought to incorporate a ginger nut into the cover for the list to be placed on, with ideally a really simple but appealing design. 

Typographic Book Covers Research - 

Most of book covers, if not all that are only typographical tend to add interest by using a lot of colour and really interesting typography. It almost has an illustrative style to it and all have interesting features which arrive from the concept making them successful book covers. Really setting stone the concept for the piece is clearly really important and drives the designs. 

                         

In addition to this idea, looking at different women's bodies was also thought of and taking more of an illustrative route. For this negative space would be interesting to look at. The concept would be more towards representing different women's body shapes using negative space, suggesting that these are the blank canvas' of the ever different bodies of women and the book will go on to how to be a woman.

                     

OUGD503 Studio Brief 1 Penguin Design Awards - Research

OUGD503 - Penguin Design Awards: Research

Author Research 

Caitlin Moran is an English journalist, author, and broadcaster at The Times, where she writes three columns a week: one for the Saturday Magazine, a TV review column, and the satirical Friday column "Celebrity Watch". Moran is British Press Awards (BPA) Columnist of the Year for 2010, and both BPA Critic of the Year 2011 and Interviewer of the Year 2011. In 2012, she was named Columnist of the Year by the London Press Club, and Culture Commentator at the Comment Awards in 2013.

The winner of many awards in 2011:

• Galaxy Book of the Year 2011
• Galaxy Popular Non-Fiction Award
• Irish Book Award (RTE Listeners Choice)
• British Society of Newspapers – Columnist of the Year
• Cosmo Ultimate Writer of the Year

Other Books - 

                            

Synopsis

1913 – Suffragette throws herself under the King’s horse.
1969 – Feminists storm Miss World.
NOW – Caitlin Moran rewrites The Female Eunuch from a bar stool and demands to know why pants are getting smaller.

There’s never been a better time to be a woman: we have the vote and the Pill, and we haven’t been burnt as witches since 1727. However, a few nagging questions do remain…
Why are we supposed to get Brazilians? Should you get Botox? Do men secretly hate us? What should you call your vagina? Why does your bra hurt? And why does everyone ask you when you’re going to have a baby?

Part memoir, part rant, Caitlin Moran answers these questions and more in How To Be A Woman – following her from her terrible 13th birthday (‘I am 13 stone, have no friends, and boys throw gravel at me when they see me’) through adolescence, the workplace, strip-clubs, love, fat, abortion, TopShop, motherhood and beyond.

Current Design -

The current design fits well within the style of women's chick literature and has a very friendly, funny approach to the design. This works as it is appropriate with the content of the book as it makes it clear that it is an entertaining book. This is important as the title is ambiguous and could also suggest a serious piece of writing on feminism. Therefore creating a cover that clearly indicates that this is an entertaining book is of the up most importance. The use of typography is interesting as it uses flourishes and a decorative approach, perhaps to appeal more to women and create a friendly vibe to the book. In addition it adds to the gothic feel to the piece, this could be the case due to the image of Caitlin Moran on the cover and seems to relate to style of Caitlin Moran herself. 

OUGD504 Studio Brief 4 - Evaluation

OUGD504 Studio Brief 4 - Evaluation

This brief for me was definitely the most enjoyable and one where I am happy with the final outcome. This is because I took the opportunity to learn a new skill and enjoyed the process of creating this campaign. 

Along with the campaign, I decided to create a website to go with it. Although this is not necessary, I took it upon myself to expand my knowledge and learn the production. I have done something similar in first year, but this time I took it upon myself to build the website (using Adobe Muse) rather than just using an online website builder. This has given me a new set of skills where I have learnt (not even to the full extent) of what it takes to build a website. This has conjured thoughts of whether or not I am suited to web based design as a designer. 

While in the design stage, it was really interesting to have specific feedback from professionals and it was clear how much they knew. At points, I did find the design stage tedious as there were a lot of things I did not know how to achieve. However, I overcame these design problems by continuing on and learning myself how to achieve certain features. The whole process has encouraged me to learn more, as the more you know, the more naturally it will come to you which is something that I strive for. 

  

I feel that my time management could improve as once the critique was done, I left this brief for a while and had to come back to it and rethink over everything, For future briefs it is so much better to get things done and out the way and perhaps revisited later with a fresh mind to edit a few things. In addition I have noticed a spelling mistake on one of my final designs, so its clearly evident I need to proof read. 

On the whole the production has been really enjoyable and I feel I have taken full opportunity of this brief. It also has made me consider web based design for future aspirations.  

OUGD504 Studio Brief 4 - Production Considerations

OUGD504 Studio Brief 4 - Production Considerations

The concept behind the campaign for Jamie xx - In Colour is '24 Days In Colour.' This is an online competition which will take place 24 days before the release date and drip feed information while giving the audience the chance to win prizes all relating to the new album. This promotes key activation points which aims to increase sales of the album and ensure chart success.

Prior to this competition, the campaign will promote this competition predominately by the use of social media as the target audience for the campaign is generally 18-35 year olds who are high users of social network. This will certify the engagement of a wide variety audience. This is also established by the fact that this campaign will be global. 

The website design uses RGB mode and uses a combination of image, audio and video. The website has been structured using wireframes for the layout and sized according to desktop, mobile and tablet. This campaign could be applied to other upcoming artists but the designs would need to be reevaluated to link with their album.

In terms of commercial considerations, if this website was to be produced the budget for the campaign would be quite high due to all the different elements, In addition a large time scale would be needed before the release of the campaign as there would be an extensive amount of planning involved, especially for '24 Days In Colour.' As Jamie xx himself is already an established artist form The xx and it is his first solo album, marketers would be more likely to invest in this campaign as first solo albums tend to naturally create a lot of hype, and Jamie xx would already ensure chart success.

OUGD504 Studio Brief 4 - Final Designs

OUGD504 Studio Brief 4 - Final Designs

 - Website once album has been released

http://jamiexx.businesscatalyst.com/index.html

OUGD504 Studio Brief 4 - Critique

OUGD504 Studio Brief 4 - Critique

From the critique with Only Design Studio, it was great to have really specific feedback from a professional. My feedback and others for future reference 

was - 

• As people tend to hold their phones quite close to them, a smaller font is necessary whereas you can use a larger font on a desktop as you are further away. 
• You can create target groups - see where they go and how they might navigate the website before hand so you get a feel of it and how to arrange it. 
• 14-16 pt for mobile
• Incorporate social media to your websites
• 'Drip feed' information to build a hype

OUGD504 Studio Brief 4 - Development

OUGD504 Studio Brief 4 - Development

These designs replicate how the competition will work. The campaign will launch six weeks prior to the album release in Germany, UK, USA, France and Australia while the website will countdown until the competition is live (24 days before the release date). Social media will also be used to create hype for this competition, drip feed information and announce the prizes so more people are inclined to join. 

(Created using Simitator.com)

These are examples of the first and eighth days 'In Colour' and convey that each new day will have a different prize. Each day a new colour will be added and audiences will see the new prize all relating back to the album. Simply by entering your email you will be added to the draw. It was thought that this would appeal to more people as entering your email is extremely quick and easy, therefore more people would enter. The winner would be a sent an email then either confirming the win or being unsuccessful. If unsuccessful however you still gain access to pre order the album. 

To create the campaign, Adobe Muse was used to create a combination of image, audio and video. This website however would be for the campaign after the album had been released, continuing for four weeks afterwards. Abode Muse was interesting to use as it gave the opportunity to explore different features for the website. This gives a much more professional element to the website. Once the album is released, the website would then changed and the competition would end, but the website still contains features to attract audiences. These are - launching the video for the first chance to see Jamie xx's first song via the website homepage; also the option to have access to the presale for the tour by registering to the website.  

(Video for 'I Know There's Gonna Be Good Times' on the homepage)

The designs for the background are a play on the single EP's for the album. This drip teases information and once audiences see the single EP's artwork, they will instantly be able to associate this to the website. As the album concept is Jamie xx coming into colour opposed to the black and white association of his band the 'The xx;' the website complements this concept by the use of vivid colours, and playfulness. This allows audiences to see Jamie xx's own rebrand which allow them to determine his as an individual and separate these associations which is what he ultimately wants. 
The design for mobile uses the same features of the website, just in a different layout to suit the needs of the smartphone. 

OUGD504 Studio Brief 4 - Wireframes

OUGD504 Studio Brief 4 - Wireframes

It was felt that a lot of colour and playfulness should be applied to the design, therefore it is best to keep the design simple. People tend to navigate in such a way that they select what is centred and the the obvious, therefore the the design is very centrally structured. The background of the website will be overlaid by the navigation bar and information. Websites tend to be a lot interesting when there is interest to the background instead of a white blank background. Using a video for the homepage is an interesting feature, this will only be used once the album has been released and will be the first chance to see the first video of the album 'In Colour.' This will keep the campaign ongoing when the album is released as it must be live for four weeks after the release date. The mobile/tablet version of the design will be in keeping with the desktop design but will be user friendly for the device. 

Wireframes -