Practical Brief.

MODULE ASSESSMENT BRIEF	LEEDS COLLEGE OF ART
Programme Title: BA (Hons) Graphic Design	Level: 6
Module Title: Extended Practice	Module Code: OUGD603
Brief Title: COP3 Practical	Module Leader/Tutors: Amber Smith, Andy Lodge, Simon Harrison, Phil M
Module Credits: 60	Weighting of Brief within Module: 100%

Context

Vance Packard’s ‘Marketing Eight Hidden Needs’

The hidden techniques used by Marketers to persuade consumers to buy a product and how modern advertising attempts to control our thoughts and desires.

The eight needs include: emotional security, reassurance of worth, ego-gratification, creative outlets, love objects, sense of power, roots and immortality.

Brief or Tasks

Create a series of three packaging designs that put the marketing hidden needs into practise to demonstrate how they are used.

Each package will demonstrate 2 or 3 of the needs and show how they can be incorporated together to create a stronger persuasive pull.

Write a synthesis rationale to link the written and practical piece together, stating why certain choices have been made and the effect they would have.

Preparation/Research suggestions 

The written aspect of COP3 will be the main form of preparation as it is where I will gain the majority of knowledge involving Vance Packard’s theory.

A survey will also take place within my written element that will influence the type of products I produce and the needs that I group together to be used within them.

Current products will also need to be investigated to see how they have already targeted the area of persuasion.

Evidence – for this project students should submit

3 completed packaging designs

Synthesis Rationale

Briefing: Monday 30/09/2013

Deadline: Thursday 17/01/2014