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Formative Assessment

Moemena Hezwani


Final Major Project Proposal Shopping Executive Summary: ‘According to the Office for National Statistics (ONS), the volume of retail sales in November dropped by 0.4% when compared with October. Retail sales value fell by 0.1% over the same period.’ (fundweb. com, 2011) Shopping is simply an exploration of produce from retailers with the anticipation to purchase. Shopping is considered a leisure activity as well as economic one. The intent for this project is to investigate and analyze both the leisure and economic factors of shopping in today’s current pop culture. I shell be exploring if these two factors correlate into each other within a reciprocal relationship or if they counteract with each other. For instances, if the economy has downturned does this signify a decrease on the leisure of shopping; which would evidently downturn the economy further, visa-versa. The various ways I shell be investigating these two factors is though a personal examination on my relationship with shopping and the ways that shopping affects me. Plus how and if the current situation with the economy is affecting myself. Also, I shell examine a more factorial analysis of the subject matter. This will be achieved by primary and secondary research. Plus how these two factors relate and affect others.

factors is though a personal examination on the ways that shopping affects me, plus how and if the current situation with the economy is affecting myself. The most essential goal I will be achieving throughout the course of this project is gathering a large body of work and information. This will execute this though primarily Primary Research, this can be through several forms, including questionnaires, direct observation, experimentation and interviews, etc. Secondary Research will also be significant in creating a body of work, as journals, reports, newspapers and government statistics will give me a more contextual analyst. Creative Strategy: The intent for this project is to gather a collection of information though a personal and factorial documentation. Once I have gathered a body of work I shell represent my findings by creating a book or a series of books. Each book will embody three of the Multichannel Marketing factors; retail stores, online shopping and catalogues. The language used within each of these books has to communicate to the Target Audiences, sixteen to twenty five. The books have to speak in a language that they can relate to and understand to; entice, inform and enjoy. The creative mediums I shell be using throughout this project is; illustration, typography, layout, print and photography. These mediums will best represent both the appropriate language use and the collection of information found throughout the project.

Testing and experimenting will be a key factor within my Creative Target Audience: Strategy. This process will help me find the appropriate solution for this project. Plus it will help me separate the stronger ideas and techniques Previously when anyone referred to shopping they would relate it to from the weaker ones. Therefore, making informed judgment women. However, with the rise of ‘The New Man’ he was chopping into throughout this process will be essential. Knowing when an idea or traditional job roles and social acceptability’s within aspects of society. design needs further development or when to abandon it will assist, both One of the connotations of this is that we are starting to see men think time management and the design process. and shop just as much as women do. Therefore my target audiences will be open to both men and women. Conclusion: The age range that this project will be targeted at will vary. Nevertheless, the aim will be to target it at young adults from around the ages of sixteen to twenty five. There is a gab in the market that does not inform young adults about the economy in a language that encourages them to be interested and knowledgeable about the current situation. Some young adults around this age choose not to interact with what is happening with the economy because it may not affected them and/or they are generally not engrossed enough. News and News Papers, etc, does not speak to them in a language that they can relate to, to be interested in this subject matter and to want to know what is happening.

I have already been directed towards a few designers and books that relate to the investigation. The skills I had learnt throughout previous units will be useful with the research stage of this project; as I shell be able to incorporate it while making informed decisions in knowing what is appropriate for the brief. However, I will still strive to learn new techniques if it comes apparent. Plus testing different Print on Demand (POD) Companies, for instances; Lulu, Blurb, etc, to achieve the best ‘bookstore-quality’ printing and binding.

Project Goals:

o o o o o o o

‘Multichannel marketing enables firms to build lasting customer relationships by simultaneously offering their customers and prospects information, products, services, and support … through two or more synchronized channels.’ (, 2005) Multichannel marketing is a key factor that retailers use to encourage and allow their customers to reach and interact with their business in more that one channel. The most common channels retailer uses are retail stores, online and catalogue. Other relating channels can be direct mail transmits to email, text messages and letters. One goal for this project is to analyze and explore the effectiveness of each of these channels and which of these channels has trended more with today’s society relating to the current economic situation. As I explained within the ‘Executive Summary’ section; another goal I shell investigate into is both the leisure and economic factors of shopping in today’s current pop culture. An example of exploring these

Research Plan Conclusion: Looking at and research designers and artist who specialize within this area. Gather and document necessary and important information. Participating in appropriate workshops. Visiting lecture and exhibitions that relates to the concept. Visual learning from my surroundings. Looking and organizing though my collection of receipt; to create a personal documentation. Experimenting both design and POD process.

Bibliography: Jackson, Gary. (2011). UK retailers hit by November sales fall. Available: Rangaswamy, Arvind & H. Van Bruggen, Gerrit. (2005). Opportunities and challenges in multichannel marketing. Available: http://publishing.

Organize & sort through receipt collection

C reate & carr yout questionnaire

InfoGraphic s found fr om raw data

Illustrate quotes from the questionnaire

Daily illustration and/or P hotograph

Document updates from the economy daily

6th February Research designers, art icles & exhibit ions

Inf oGraphic s from data gat hered

19th March Design Book

Ref ine content: found & generated

Have content read over

26th March When wait ing for the book – designer a poster

Send book t o be printed (bot h Lulu & B lur b)

Examine first printed book

Fix any pr oblems

Send again with best quality P OD

20th April

P hotograph final book & addit ional support ing articles

C reate portfo lio

Have it read over

Hand In

9th April

Final touches

23rd April

4th May

To get me started on this project I carried out a questionnaire where I asked a hundred people how they felt about shopping, what the sorts of places they would shop, how much on average they would spend on a monthly shop and where and why they would buy a new product to purchases a new item. I asked almost an equal ratio of males to females and from the age range of 17 to 37. I did this so I can get a broad understanding of whom this project would relate to.

Originally this project was going to be based around my own personal relationship with shopping. However, having this collection of primary research helped create a larger foundation and concept for this project, it inspired me to generate a more informational graphics undertake. Using everyone’s answers and comments relating to the question, gave me a notion that maybe this project should narrate to others prospective of what shopping is to them and how it effects them. Nonetheless, still including and/or integrating my own personal experiences.

While I was gathering the information from the questionnaires, I started pulling out interesting quotes individuals were saying. Then creating these illustrative type images. I did this, as it was a method that was successful from last term project and I felt it maybe interesting to bring it back. It helped me experiment with type settings and colour and proportions. I was asking myself questions, for example; what words or phases are more important than others? Will certain colours portray if a male or female said this? Is it important to the viewer if a male or female said this comment?

Asking myself these questions and creating these illustrations gave me this idea that what these individuals are saying are extremely important. As it starts to contextualises and develop this acknowledgement of what peoples experiences and opinions are about shopping, for instances, how it affects them? What it does to them? What it does to people around them? etc.

One of the questions I had asked was; where do you usually take inspiration for new purchases? The second highest percentage of answer was ‘Styles in Store’. My initial idea was to head to oxford street and take as many pictures as I could of in store styles and to see how each individual store styles and decorates their interior to attract and persuade their customers to buy items.

After doing the illustrative type images, I decided to step away from creating something I am use to and to take a slightly different approach. I had decided to create digital type settings with the images I had taken from the in store styles. I had gained some experiences with placing type in a unique and quirky way with my illustrations and I wanted to use this experience in a more digital concept. I wanted to learn how to places type, in an unconventional way, with an image and in the same time not loosing what the image is and for the type to still be legible.

I decided to go toward a digital process, as it was easier to play around with the fonts and to places them in a way where I could create an image with the text and to fit them around the photograph. It is an enjoyable process as I am learning that some type settings and some fonts work better than others. It is a trial and error method, however I am achieving an interesting approach to how the project could start looking.

Within this spread it represents my experimentations with editing some of the photos I had taken to make them slightly more interesting. The content of the photos are very important because it represents how a store displays their products and what their products are. Therefore, I try not to loose that information when I am editing the photos. I had done this as I wanted to see how this process would effect the image, if would make them stand out or if it diminishes the photo.

From the question, where do you usually take inspiration for new purchases? The highest percentage of people said ‘people around them’. From this I decided to go out and take as many pictures that I could from a various selection of people on street. Gathering a large selection of (significant) photos is extremely accentual for this project as the more photos I have the easier I will be able to communicate my idea and concept.

I had gathered a large selection of information, from my questionnaire, from shoppers. I wanted to take a different approach and do a few interviews with sellers. At this time I have only interviewed a few individuals with online stores. I would like to branch out and so a few more interviews with retail owners. I had done these interviews because I wanted to see how it is like from the other side, what a seller has to do to keep up with profit, how they attract new customers and to keep their existing customers and what the sorts of methods to keep their business.

These illustrations represent a daily task I set myself from when I gathered all the information from the questionnaire. It was a simple task which would not take too much of my time throughout each day. The task was based on the question ‘what was the last article of clothing or accessory you purchased?’ each day I would illustrate a simple illustration of each persons answer in a ‘fashion-type-way’. I decided not to include too much of their faces as I felt that the clothes that the person brought could be enough to represented who they are. There is a (terrible) theory that you can judge someone by the clothes that they wear.

Here I have started to experiment with layout, baselines, grids, type, image and text setting, leading, kerning, word space and ligature. Also experimenting with type shapes and faces. I had done this so the look of the final book is as professional as possible. I have taken the images I had edited and the illustrations I had created and included information that I had gathered from my questionnaire. Note: the order of this mini booklet is not defined or if these are final designs, it is to show you my experimentation and learning of typography.

Mid-point Evaluation At this stage of project I know that I still have a lot more I need to research, more photographs and more primary and secondary information. That is my main goal to achieve as soon as possible. This project is starting to head towards a concept of celebrating shopping, which is rather interesting and I want to expand on this slightly more. Find out more on retail therapy and how it helps a person feel better once they have brought a new product. Although I would also like to investigate more into the darker side of shopping and how it becomes, making an individuals feel better after purchasing new products into an addiction, know as shopaholics. It would be interesting if I could find a recovering shopaholic and how the addiction affected them and people around them. I want my final book to have a contextual understanding, to see the concept from both sides. Barbra Kruger, an American conceptual artist created the slogan “I shop therefore I am”. Kruger took Rene Descartes statement “I think therefore I am” and then created a materialistic concept that a person is defined not by what they think, but what they own (by shopping). An interesting book that was edited by April Bensons; I Shop Therefore I Am: Compulsive Buying and the Search for Self. Explains that an understanding of compulsive shopping and how the problem is effecting more people. I plan to look into this slightly more.

Other than doing more research, I want to carry on with the layout designs for the book, I need to start defining my layouts and create a more cohesive structure and importantly I need to create many more. I am starting to give myself tasks to create three to four layouts (and spreads) a day. This is so; I can send a test book to the printers to see what the quality of print is like with each print on demand company (lulu and blurb, etc) also if I have worked out the correct baseline, bleed and grid. A lot of trial and error practise will be consistent with this process and with the time constrictions I need to manage my time slightly better. Another point I need to research into is book vs magazines, after a tutorial with Vaughan Oliver; he suggested that my layouts and type settings are quiet ‘magazine like’. This got me thinking that maybe I should look into the differences and similar with a book and a magazine. My final outcome could end up as a magazine book? However I need to research into this concept slightly more.

Formative Assessment  

Formative Assessment

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