Topic 2 - Design

Created by

jessica moran

Cards (98)

5 different purposes
To promote
To educate
To entertain
To Inform
To influence
To promote
To persuade audience to purchase or share a particular product
Attractive colours will be used to catch the attention of audiences
Should give audiences specific information like price
Examples of promotion products
Posters, flyers and online advertisements
Radio and television advertisements
Online videos and animations
To educate
To provide knowledge to the people who are interested in a specific topic or want to learn new skills
Design needs to hold viewers attention without distracting them from the content
Humour can make content more accessible
Multimedia elements like images sound video and animation may be used
Examples of education products
Printed and electronic textbooks
Educational websites, video tutorials and podcasts
To entertain
To provide an enjoyable story for the audience
Style and content depend on the genre of the product
Bright, attractive colours are normally linked to comedies or blockbusters
Darker more muted colours are often linked to dramas and scary content
Example entertainment products
Film, fictional or non-fictional television
Game shows
Video game
Books and comics (printed and digital)
Music
To inform
To teach the user about a specific topic
Information must be clear and easy to read
News content is usually presented formally and with a limited selection of colours
Examples of information products
Newspapers, magazines and books (printed and electronic)
Documentaries or specialist podcasts
Websites and news apps
To influence
To persuade the audience to like a particular lifestyle or opinion rather than a product
Design, messages and colours are used to hold the attention of the audience
Videos communicate messages quickly using words and images
Example of influential products
Social media videos on platforms like TikTok
News channels and newspapers with a focused political agenda
Genre 
Style or category of a product. Each genre has its own conventions.
Tone 
Overall feeling or mood created by words used, humorous or sombre?
Affected by if informal or formal language is used
Formal language
Spoken carefully and not personal
Informal language
More like everyday speech and uses slang and shortened words
Visual representation
Images are used to communicate product's message
Example of layout conventions
On a movie poster the main character is often shown larger than the villain
On a shampoo bottle the ingredients are shown on the back and are much smaller than the logo
Tone of voice AKA
Intonation, emotion and emphasis we put on words as we speak. Volume speed and intonation can all change the audience's experience
Audience segmentation
Breaking the audience into categories which include :
Age
Gender
Occupation
Income
Education
Location
Interests
Lifestyle
Age (effect on design features)
Products for younger audiences use bright colours and simple text
Products for adult audiences follow current design trends
Products for senior audiences may feature simple colour schemes and large text
Gender (effect on design features)
Products targeted at men often feature high contrasts, darker tones and angular shapes
Products targeted at women often feature pastel colours and natural shapes
Products targeted at all genders are more likely to use neutral colours like yellow, green or white
Occupation (effect on design features)
Designs may incorporate elements and visuals associated with the occupation of the audience
For example a product for nurses may feature medical symbols
Income (effect on design features)
Products aimed at people with low incomes might stress 'value' or 'everyday' elements
Products aimed at high incomes might stress 'luxury' or 'quality'
Education (effect on design features)
Wording used will vary beased on audiences level of education
This may effect amount of words on a page or the difficulty of the words that are used
Location (effect on design features)
Product may feature local landmarks, culture, history or language
Interests (effect on design features)
Designs may use graphical elements associated with particular hobbies like a camera for example for someone interested in photography
Lifestyle (effect on design features)
Designs aimed at environmentalists mau feature recycling and natural materials
Designs aimed at health-conscious individuals may look clean and simple
What requirements might be in the client requirements
Product type and purpose
Target audience and genre
Branding and ethos
Content
Style and theme
Timescales
Product type and purpose
Client is likely to have already identified the type of product they need and what it is for
For example
Client wants an online game (product) to educate young people about online safety (purpose)
Target audience and genre
Successful product will have target audience and genre clearly defined
Clients will normally use audience segmentation to identify a target audience
Clients may specify a genre e.g. science fiction
Branding and Ethos
Final product will carry the clients name, not the designers so it must align with the client organisation's branding and ethos
Organisation's ethos is the values and things it cares about. For example an organisation may be commited to environmental or social issues which should be reflected in the final product
Content
Client may provide existing media content or may ask for it to be created as part of the brief
Content includes any media elements including:
Text (like a slogan)
Images and graphics (logos and characters)
Film clips, sounds or animation
Style and theme
Clients may provide written and visual styles to follow (House style). A house style is the organisations rules around logos, colours, fonts and images. It makes the product consistant
Theme is the main idea that all parts of the product must link to e.g.: health
Timescales
Clients will have a deadline that needs to be met based off product's release date
Detailed time plan will need to be put into place to ensure there is enough time for each part of the project, from planning to final testing to minimise risk of overruns
Commission
When a professional like a designer is given a brief and paid to create a product
A client may ask multiple designers to pitch an idea before deciding who to commission, the person has a budget and some creative freedom
What is a client requirement
A brief with information to outline requirements which the product must meet
This helps the creative team to understand aims and expectations of the product
Technical requirements - size of poster, print or digital etc.
Creative constraints - e.g. young bright femenine
Briefs can be...
Formal or informal
Formal briefs
Reduces need for additional discussion
Can be given to designer even if they don't have an existing relationship with the client
Brief may include requirements and deadlines and will set out expectations for the final product and whether existing content can be reused
Client may invite 1 or more designers to discuss a project brief. This means initial queries can be resolved and brief can be finalised
Meetings like these must be recorded carefully and argreements should be documented to prevent misunderstandings
Informal briefs
May not have clear description or deadline or even be written down
Might just be an idea agreed during and informal conversation, text or email
May lead to problems later on as no agreed written documents
As a result disagreements may occur which means that lots of extra meetings are required. This is awkward so informal briefs are normally created between designers who have previously worked with eachother and know eachother well
Designer should make own notes to confirm details of brief with client
Negotiated briefs
Client will outline initial brief to designer who will then respond with thoughts on key elements and be able to negotiate any changes. This makes design process easier without upsetting the client
Long negotiations may delay the product's start date and client may have to compromise on some of their initial ideas
Negotiations may include :
Scope of product including purpose and target audience
Costs and timescales
Amound of existing content which can be reused