OUGD503: Studio Brief 01 - YCN - Quorn - Submission - 30/01/17

Proof of submission to YCN - Quorn Brief:

Please explain why you chose this brief, and how your view of the brand has changed since you began working on it.

I chose this brief because it has a personal influence on me. As a vegetarian, I think it's important that people at least try to control how much meat they eat and not incorporate it in every meal which is even a start. I have influenced and helped other people to try vegetarian options so I found this a challenging but interesting brief to experiment with peoples opinions on becoming meat free for a day. It's so important people understand the effects eating meat causes on the environment and you can live a healthy lifestyle without it regardless of the connotations. 

My opinion on the brand personally is I wouldn't eat Quorn products but have tried fake meats. I don't personally see the appeal but it could help people that want to make the transition because they supposedly taste similar and sometimes better.  They are better for the environment and have some vegan options which I didn't know before. I like that the brand cares about environmental factors not just trying to replace meat. 

Please give a short description of your work, and the thinking behind it.

I wanted to produce a product that was as easily accessible as possible. Something that would work for absolutely anyone and everyone. It is something that is encouraging without preaching the concept of being "meat-free for a day." I was thinking about what I would like to see someone else produce and what other people would enjoy having. I had to consider both people that already don't eat meat to gage why they don't and how they began their vegetarian or vegan journey and how to influence people that do eat meat. I took into consideration how people felt about the subject on a emotional level, their thoughts and opinions were all shown through my campaign. I wanted it to be really friendly. This is because scaremongering tactics are inappropriate for children. The idea was to appeal to all target audiences and age groups.

OUGD503: Studio Brief 01 - YCN - Quorn Brief - Final Feedback

1. Would this press pack make you want to try be meat free for a day?
"The use of animals images would definitely be something that stood out to me and influence my decision to go meat free"
"Yes, it's so small and simple that anyone can have one and I think the art prints are best because then other people can see them too. And you can share with friends."
"the seeds and art prints would and probably the discount voucher but i don't like the images. they are not necessary"

2. Would this press pack influence you to try Quorn if you haven't before?
"theres definetly a sense of empathy in the work within the wording and imagery which would be effective to me, i think also the easy accessibility would be a big factor in trying the product which i think has been established with the discount and seed packet"
"it's very clear and simple. the design is easy for everyone to read."
"yeah the discount voucher"


3. Is the discount amount enough? If not what would you change?
"I think the discount is definitely, i think theres a good balance of not being too low or high, and as a whole I think it would be a big selling point as a campaign"
"You could have had multiple discount codes varying from 5% to 20% so it's not just a try once thing"
"yeah it's good"

4. Is there anything you would add to the box to influence other people to try Quorn?
"maybe a sticker of some sort? saying "i went meat free!" creating a way for the message to be shared apart from that I think theres just the right amount of content"
"maybe a card to say thank you and all the quorn social media links"
"maybe more vouchers for specific quorn products which correlate to the recipe book"

OUGD503: Studio Brief 01 - YCN - Quorn Brief - Quorn Mock Ups

Initial printing of the Quorn press pack items (minus the recipe book.) Just to get an idea of sizing. The final version should use a recycled envelope as part of the campaign for it to be environmentally friendly. The sizing is how the final design should be however, the art prints and high quality photographs might get confused so the photograph size will be adjusted before the final print. 

Feedback:

OUGD504: Studio Brief 02 - Design For Screen - Evaluation

The final resolution is successful in terms of resolving the initial issues within the restaurant experience. The majority of people within the feedback discussions had the same issues within restaurants such as not being able to gain the waiters attention and problems within payment at the end. This includes splitting the bill and using different payment methods. The Bill's payment interface design allows customers to use varying payment methods depending on what they want to pay with whether it be cash, card or Applepay. It allows customers and the waiter to see exactly what they ordered to avoid confusion with receiving the wrong food. The user can how much they are spending using the colour scheme. It allows them to see if they are spending a lot of money or a little on average of how much everyone else on the table is spending. This is for the purpose of people that have budgets to stick to. This is also useful for if they want to split the bill equally. If they are all within the same spending range it would be seen as fair to split the bill equally to avoid any hassles. The design allows each person to see their individual bill without having to get a calculator out on their phone or the waitress to go get a calculator. The customer can also request human interaction. This is incase something extra is needed, whether it’s to request more food or drinks or general support when paying the bill. Older target audiences or people that are not as clued up with technology can gain extra assistance just at the push of a button. It also gives the opportunity for a direct link to the manager when they are available so that an issue can be resolved without hassling another waiter and using their time. This can also act as a deterrent for complaints because often when waiters say they can go get the manager the customer says "never mind."   

The interface design reciprocates the aesthetic of Bill’s resturants. It uses a friendly and approachable design so that it is easily accessible for users of any age. The white space makes it look pristine and uncluttered. The design uses colours green, black and purple keeping to a dark theme against the white for easy readability and legibility. They are easy to view on screen. They are also the colours used on Bill's online menu's to maintain consistency even further. It uses buttons for simplicity and glides effortlessly on an iPad or tablet. 

It is appropriate for anyone to use, families, students, elderly people. The original aim was achieved by the consistency of the design being clean and efficient to use for the demographic.    

As feedback, a few people said the colour scheme “might make people feel bad about how much they are spending” or “may cause arguements if someone is paying more.” However, the purpose of it is to help the user see the general range they are spending incase they have budget limitations or someone suggests to split the bill equally. It is also fair for people to pay what they have if the difference is substantially bigger. This way everyone can see fairly what people have spent money on. 

The design could have been made more complex and added more options and buttons or selecting from various menus. This one is specific to the lunch and dinner time menu. There are also breakfast and afternoon tea specific menus so each menu could have a varient colour scheme in accordance to what the products are to expand the app.

OUGD504: Studio Brief 01 - Design For Print - Evaluation

The book was produced in both commercial standard and made by hand. This is to gain an understanding between the differences within industry standard print and producing a book on a student budget using university facilities. There are limitations within both. There are only certain adjustments you can tell a company to print and guidelines they must stick to to be able to produce the book for you. When printing on your own you must know exactly what you want to achieve from the book to make it yourself. Both methods helped to demonstrate which would be the more appropriate option depending on how many you are going to produce and how you are going to produce it. If it's a limited edition the option to make it by hand is more feasible and makes the product unique. If it needs to be mass produced to be sold it would be more cost effective to produce it in bulk.

The final book was manufactured by a professional printing company. It had 8 days turnover time. The conversation between the manufacturer gave a clear insight into what producing work to print professionally is like in industry. Personal deadlines needed to be made and deadlines for the manufacture were needed to meet my deadlines. The document set up had to be extremely precise down the last dimension and dpi set up. The organisation of the pages and artwork needed to be given specifically too and it was a lot of back and forth emails and phone calls. It is important that the main focus on colours in the book were in CMYK for the digital printing because it ensures the colour we work with will be accurately reproduced during the print process.

The final book meets the aims and objects set at the beginning. A colouring book aimed at 16-25 artsy individuals was made. However, in the final crit it was discussed that perhaps the illustrations should have been hand rendered by using fine line drawings instead of random shapes. The design being scattered and busy looking could be too complex for a colouring book because some people using it may be perfectionists and want to colour within the lines.

It was stated that this design could be better for different media such as water colour which is more free and harder to control. This means the stock choice would have needed to be reconsidered but if the book was produced again then the design could easily be modified to be suitable for that media. This would be done by adjusting the paper stock and the thickness so it would hold the liquid but it is agreed that the design would have been more appropriate for a paint instead of colouring pencil. 

The design is successful in terms of creating a mindfulness colouring book. The blue tones represent the sky and reference the original image. Blue has connotations of calm and serenity so instantly when you see a blue book amongst a shelf of quirky activity books it should release a sense of indifference and peace to the viewer. The concept of the design fits with the uniqueness of the books within fashion retailers. It has an alternative aesthetic to it rather than a standard fiction or non fiction book. This one is more interactive and for the user to experience something. The item has been purchased on my online shop so it is a marketable book.

I found this brief extremely challenging because of the stress of working to committed deadlines and having to organise my time efficiently to meet print deadlines in commercial standard print. However, it taught me a lot about the actual production and file set up considerations. 

OUGD503: Studio Brief 01 - Penguin Adult Fiction Cover Award - To Kill a Mocking Bird

Research

Synopsis

"Maycomb is suffering through the Great Depression, but Atticus is a prominent lawyer and the Finch family is reasonably well off in comparison to the rest of society. One summer, Jem and Scout befriend a boy named Dill, who has come to live in their neighbourhood for the summer, and the trip acts out stories together."


Concept one:

This version was inspired by the Clothbound Classics editions. I created an illustration of a Mocking bird which was repeated throughout the front cover in a thin and simple style similar to the clothbound designs.

Concept two:

This design is a more modern take on the classic. It uses helvetica and highlights the name of the title through the quote instead of having the name and title. It makes it ambiguous but gives the reader an idea of what is happening. 

Feedback:

"The first one looks a bit outdated. I get it's a classic but they wanna attract new readers, so you have to make it quite modern. The second one is more minimalistic which makes it more appealing to people now."

"I like that the second one gives you an insight to the book as soon as you look at the cover."

"The first one is cute because of the illustrations but because it's been done before it might not be good for this brief in terms of originality."

"I prefer the top one because in my opinion the bottom one is boring to look at. It's too plain and hurts to read."

"I like the first illustrated one because of the visuals on the front cover because it doesn't look like a dull front cover - it looks simple. The combination of the white font and the ash coloured background pair well together and the font style makes the design appear tidy."

"I prefer the first one as it looks pleasing on the eye but the second one is more vintage?"