OUGD601 Final Evaluation.

What skills have you developed through this module and how effectively do you think you have applied them?

Within this module there has been a great improvement to my written skills and I feel that I am now a lot more confident in writing academically. I feel that I have a lot more knowledge on how to structure my writing and also how to write more successfully. I have also gained improvement with finding necessary quotes and incorporating them into my own text, as at the start of this module it was still something I struggled with as I found it hard to pin point specific information within a book and use it to link to something I was focusing on. Within my practical work it has been good to explore further into packaging design, as it is something that I enjoy. I have also looked at it in a new light than I have done previously, as before it was more about the aesthetics rather than the message being conveyed. Whereas within this module incorporating the persuasive techniques has been something very necessary and integral to the project. I feel this is something that now I have a greater knowledge of I can pursue with future work.





What approaches to/methods of design production have you developed and how have they informed your design development process?


This year I have taken on a primary research study and used my research to create a questionnaire that links everything I have taken on. To start with I found it difficult to structure and find questions that would provide relevant answers. Although by using the chapters as I guide I could highlight specific areas I needed to gain information from. For example age and gender demographics, psychographic knowledge on interest of the participants, their Internet usage patterns and also the needs that appealed to them. The marketing needs question was the most challenging as it was hard to word it so people would understand and they would find it something they could relate to. However once this was done the results I gained were very beneficial and influenced my practical. For example, initially I was intending to include a product that had environmental values, however after gathering my feedback it was found that this was something that no demographic was really interested in. Therefore it influenced me to not include it, as it appeared to be irrelevant.

What strengths can you identify in your work and how have/will you capitalise on these?


I think a strength within this module has been the knowledge I have gained from research and writing. Before I started I had very little understanding of persuasive techniques and was only familiar with the basic ideas. However now I feel that I could explain confidently to someone Packard's theory of marketing’s eight hidden needs, market segmentation and the influence of the Internet on advertising as the study has really improved my knowledge on the subject. My practical also helped to cement this as I had to put what I had learnt into something physical that could help others to understand. How the persuasive techniques were applied also went well as I feel that they read realistically within the context and gave a clear message. The packaging also includes multiple techniques for different needs that I think work well together. I also think that the synthesis between my written and my practical is a strong aspect as I feel that the theory has been applied with success and it is clear to see it in action.

What weaknesses can you identify in your work and how will you address these in the future?

One weakness would be that I haven’t exactly followed my initial Project Proposal. I stated that I would evaluate after each stage and also write a schedule; these are things that I haven’t done that could have possibly helped to make my work run more smoothly. I also feel that with my practical work even though I believe it has synthesised well additional pieces could have been added to create a larger body of work. This could have also been helped if I had had a stronger idea of what I was going to create as my idea changed a great deal and initially I struggled to think of something suitable. 
A weakness would be that I feel my blogging could have been to a higher standard as I feel I usually have a lot more information included in it. Although this could because in previous years the lectures have included academic information about specific subjects that I didn't know a great deal about and would be hard to remember without the notes. In contrast to this year when the information was more practical and could be easily accessed elsewhere.


Identify five things that you will do differently next time and what do you expect to change from doing these?

1. Could have done some primary research into the products I made and take photos of current products on the market to look at how they have been displayed.

2. Photographed my products in an appropriate and relevant environment, to show how they would work within existing surroundings and point of sale.

3. Create a larger body of practical products extending to adverts and point of sale.

4. Do further primary research and interview people about what they would personally want from the products I created.

5. Resolved an idea for my practical at an earlier date so I could have had more time to extend it.


How would you grade yourself in the following areas (5 - excellent to 1 - poor):

•    Attendance: 5

•    Punctuality: 5

•    Motivation: 4

•    Commitment: 4

•    Quantity of work: 3

•    Quality of work: 4

•    Commitment to the group: 4

Photographs of Final Products.

Top Dog

Legacy

Prestige

Synthesis Rationale.

For the practical side of the CoP3 project the aim has been to synthesise the research and findings from the written study­ with a designed practical outcome. I have chosen to create a variety of packaging designs that cover a selection of products that will demonstrate how Vance Packard’s ‘Marketing’s Eight Hidden Needs’ can be applied. Each item covers a few of the needs, which also demonstrates how they can be combined together to create an even stronger persuasive pull.

The first piece of packaging is for ‘Top Dog’ a fictitious high-end dog food brand. The aim for the design of this product was to attract consumers through the use persuasive techniques relating to the needs: love object, roots and reassurance of worth. Initially was the need for love objects which as stated within my study relates to the feeling of wanting to love and be loved, playing on the fact that parents often replace the item to care for from child to pet. This packaging relates to this as it insinuates how the dog is a valuable part of the domestic group, saying ‘Your dog is part of the family.’ It implies that it needs the same level of care and love and that the product can provide this. The statement ‘provide them with meals that make them feel as loved as they do you’ links back to the need of the individual wanting to be loved themselves and also tells them that they can pass on this feeling to their object of care. The name ‘Top Dog’ also gives a level of competitiveness that some parents apply to their actual children, wanting them to be successful. The name suggests that by giving their dog ‘Top Dog’ they will in fact be ‘better’.

The product also attaches itself with the selling of ‘roots’, connecting the audience to a sense of their identity that they feel pride in supporting. The front of the can initially highlights that it is ‘100% British Beef’ which would attract consumers who feel close to this particular need. Within the detailed type it is also states that the cows have ‘been reared by British farmers,’ making the consumer feel that they are doing something positive for their country and that buying this product is demonstrating their love and patriotism.

Finally, it connects with ‘reassurance of worth’, where individuals need to feel valued for the job they do and in addition a product that will make them better at a specific job or role. The packaging for Top Dog does this by stating that the beef has ‘ultimate taste’ making them feel that they are giving something to their pet that they will enjoy and appreciate. Health benefits are also focused on ‘taste and nutrients are vital for a healthy and happy dog’, which suggests to the audience that by using this dog food they are giving them something that will be beneficial physically and emotionally, providing an avenue for them to succeed as an animal carer.

The next packaging design to be created was for a fictional jewellery line by the name of ‘Legacy’. This title was chosen as it symbolises leaving behind something of meaning, which is the main essence of what was trying to be conveyed. The need for immortality is more associated with an older era that has been backed up by my primary research. The aim was to create something that persuaded consumers to purchase, by convincing them that this product was in fact something that could give them a legacy to their future generations similar to that of an heirloom. The logo plays on this idea with the use of ellipses, suggesting that there is something further to come. These ideas have been enhanced by the text used, for example ‘our jewellery is made to last’ implying that their legacy will continue, similar to  ‘enjoy for generations’, which proposes that their heritage will be thought of with positive feelings.

The second need to be approached with Legacy is ego-gratification, which revolves around impressing others with belongings rather than personal attributes. So this type of audience have been approached by suggesting how others would react, ‘be prepared to impress’ stating that their peers will be overwhelmed by this new possession in a way that the consumer hasn’t experienced before. In addition, it adds how easy this positive comparison against others will be seen, ‘quality and style stand out from the crowds.’ which would clearly attract someone who is seeking this type of recognition.

Lastly, is the packaging designed for the illusory Samia Prestige a top of the range mobile phone. The need for power was focused on greatly which is why the name ‘Prestige’ was chosen as it has connotations with wide spread respect and admiration and would catch the attention of someone who is aiming to attain this. ‘Take the step up’ was highlighted within the type hierarchy to entice an audience who strive to be superior to others and believe that this can be achieved by buying possessions to make you a better individual. Furthermore with features like the ‘highest specification camera phone on the market’ would incline this type of customer to buy, as they would feel that having this new technology would make others look up to and respect them.

Persuasion for another need this packaging features is for emotional security where marketers target how people want to have a sentiment of well being and safety within their day to day lives. In order to feel this consumers buy products that promise or represent physical safety. The Samia Prestige boasts a 96-hour battery life, so the customer is ensured that it won’t run out in times of need. The text also states an insurance programme where ‘a new phone will be delivered the next day if there is any loss or damage,’ this would ease the audiences mind as it is an area of worry that would no longer be relevant.

Finally, there is the need for creativity, as Packard found that people needed a way to express it, as with machines taking control of many things it was making individuals feel out-dated. On the front of the box it emphasised that this new phone comes with a free case of the consumers choice, this gives them something where they can have their own input ‘choose a free case from a wide selection’ and also make it unique and personal to them ‘make your Samia Prestige your own.

Prestige Design Development.

Initially for this phone packaging I started with the logo. SAMIA is the phones manufacturer and Prestige is the model name. The first two options I made I felt looked too retro and didn't fit with the idea of modern technology that I was trying to convey. This is when I moved to the more rounded type and the dotted underline as I felt it looked a lot more clean this way. Once this was decided I added the name in light version of the same typeface to create hierarchy.

I then started with the grid for the box, creating a generic pattern that is common on this products packaging. Although it could stand for the slope the consumer tries to climb in the pursuit of power. When adding colour I used tones that matched the logo to create a consistent look and brand image. The free cover was also highlighted on the front to attract the audiences attention.

After the main design was decided the more detailed information was applied to the net. This is where the persuasive techniques come mostly into play, highlighting different aspects that relate to the needs to entice the consumer. The lid really links to the need for power stating, 'open to unleash a new part of you' that suggests how buying this item can lead to self improvement and becoming a better, new individual.

Legacy Design Development.

The first part to be designed for the Legacy jewellery brand was the logo. I chose a serif typeface as I felt it showed the idea of heritage and something classic most clearly. I also wanted to add another aspect that could be incorporated to make the logo stronger and more unique. This is why I included the ellipses as it insinuated progression and something continuing which is the essence of the brand.

I then looked at colours and selected a few possible options. Initially I liked the light blue and and it carried on into a few of my developments.

Initially I was struggling with what to put on the side of the box as it needed to be very concise yet still convey the persuasion for the needs. I wrote a few lines of possible things I could use and then placed it into the net to see how it could be placed.

I then decided that it would be a lot better to include a bag that could come with a label. This would allow more space for text and meant that the box didn't need to include any, as from my research I found that this was quite unusual anyway. One thing I did do was add a catchphrase within the logo itself that conveyed the message of the brand. The persuasive text was then added to the label and although it is concise it is still clear what is trying to be persuaded. The colour also changed to purple as it has connotations with wealth.

Top Dog Design Development.

I started this design by drawing out some doodles that I could incorporate into the design somehow. I took these into Illustrator and drew over them to create a digital image. I then placed them within a composition to create a pattern.

Type was the next to be explored and I looked at a small variety of fonts. I chose one that I felt had a clean and sophisticated look that the audience would take seriously. I then moved onto experiment with how the type could be placed within the composition. Although in the end I felt it would probably look most successful on a block colour.

Next I started thinking of the design more as a label and arranged the elements suitably onto it. I felt that the pattern worked really well as a repeat design and the bold block colour at the bottom really helped in highlighting the title. After this was decided I then started adding additional elements to accentuate the design. The rosette works as a visual cue that would attract the audiences attention and the persuasive type would engage in what they could gain from buying the project.

I then moved on to adding the supporting information, initially I added a grey box but I felt that this looked way to bulky which is why I decided to just block out the pattern with the same colour red and use the colour of the type to create hierarchy on what was most important to read. I am really happy with the end result as I feel it incorporates the need for love objects, roots and reassurance of worth clearly and the design of the packaging highlights this information.

Mobile Phone Visual Research.

This advert appeals to the need of emotional security as by stating that the phone works everywhere, people feel comfortable in the fact that they know they'll never be caught with a phone that doesn't work in another country. The style of advertisement is very creative but I don't think this style is relevant for what I am trying to communicate.

This is a clever way of attracting the audiences attention as with the use of the tree the audience automatically knows that is something to do with environmental issues and being green. Also with it being placed in a hand it conveys that this is something the consumer can have a part with themselves, appealing to reassurance of worth and that they are doing something positive for the environment.

I really like this structure of packaging and I think it something I will replicate for my own design. As the product can be viewed easily and there is a lot of space for content.

Celebrity endorsement is also visible within this advertising scheme. As stated previously by using celebrities it leads the audience to believe that by owning this product they will be more like them.