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DESIGN INVESTIGATION

RASHMEETH SURI


BECOMING APART OF THE INDUSTRY

What area of the creative industries/ creative practise are you interested in? I am interested in 3 specif ic parts of the graphic design industry. These vary from Product design to photography. The main aspects which i would like to join to become apart of product design and photography are branding and advertising.

ADVERTISING “Advertising is any paid-for communication overtly intended to inform and/or influence one or more people.” Jeremy Bullmore, Director, WPP

What do you already know? Most of the aspects of the idustry which I wish to join are all to do with visual communication and perspectives from the audience/ consumers. Therefor iknowing that communication of the product or brand which I will be working with will be published or communicated within everyday media such as magazines, newspapers and websites etc.

“Advertising says to people, ‘Here’s what we’ve got. Here’s what it will do for you. Here’s how to get it.” Leo Burnett

“I do not regard advertising as entertainment or an art form, but as a medium of information.” David Ogilvy

Example of Advertising ( Swedish Beer) What do you need to find out? I need to find out what makes designs sell, and what companies look for within their designs. I would also like to find out from a desingers point of view what it is like to work for a small or big design company, and to see how much freedom they get within thei work and designs.

How are you going to do that? I will contact design or magazine companies that i admire or have looked upon, and I will hopeully ask designers within their compnaies a small group of questions about design.

Advertising helps companies in manby different ways, by advertising a company builds up a reputation fo rthe consumers to recognise and therefore to choose wethere they respect it or not. It is intirely upto the customer wether they feel that they should asccept the offers and to judge upon the products.

Advertisements make it possible for consumers to see what is on the market and what type of goods and services are being offered. Without advertisments we would rely heavily on trial and error, word of mouth and visual clues in order to see products in use before a purchase. Ads also provide us with more services and goods, for instance, we can read our favorite magazines at a very competitive price because of the ads in the text. Many publications are offered free of charge because of companies ads. Advertising can actually improve the quality of a product in that it brings national attention to it and companies more likely spend more time improving a product before it is unleashed.


Hi Rashmeeth,

Thank you for your enquiry. First off, just so you know we at Suck UK do not bequeath any funds towards advertising, which means that none of our company budget is set aside for marketing or advertising purposes. We rely on the confidence we have in our range to ‘sell themselves’ as it were and this has proved quite successful. We would rather use our resources to do what we do best, innovative product design! Moreover, in my opinion it is only really worth putting aside a percentage of your budget for something if you have an intricate appreciation of how it works – hence probably why advertising companies exist! So my understanding of advertising is that (like most things in life) there is no doubt a science and art to it. How a ltd company can benefit from advertising is probably open to debate, but I assume if you have a grasp on the ‘rules’ of marketing then rewards could be great. We have a Suck UK flagship store based in the OXO Tower on London’s Southbank. This in itself acts as our advert. Of course we make sure that we attend to the basics principles of good customer service, being easy to contact, maintaining customer satisfaction, credible sales and design departments, product eblasts, free catalogues etc all of which combined generates a positive message and a positive brand image. Advertising alone does not sell a product. It is a luxury boost I guess. Not entirely sure what you mean by the promotion of a product defining a company, but operating as a product design company we are not specifically in the realm of having to base our products on consumer demands. We are in the game of creating fun new things from scratch as well as new approaches to items. The best way to advertise? I don’t know! In this day and age I would say television and attach a celebrity to your product! I’m sure there is a far more educated answer like ‘analyze and filter your market’ or something. I’m sure more advertising would generate more interest of course, but whether or not it is worth the payfor-return I wouldn’t really know. As I say, advertising is definitely a boost but of course a business has to have a sound and worthwhile structure in the first place. The bottom line for us is to keep producing creative and original products. That’s what people want. I would be happy to have a stab at any other questions you might have, but I hope that helps! Thanks,

TUCKERSSOLICITORS

CONTACT REPORT

The text on your poster should be (in black typeface):

KNOW YOUR RIGHTS WHEN: 1) STOPPED & SEARCHED 2) ARRESTED 3) DETAINED AT THE POLICE STATION 4) BROUGHT TO COURT

You are invited to attend our: ‘KNOW YOUR RIGHTS WORKSHOP’

Date:

Time:

Venue: Tuckers Solicitors, Youth Cases Department 601 High Road, Leyton, E10 6RF

Landline Telephone: 0208 539 0299


FIRSTDESIGN

This This is the first design idea created for tuckers solicitors poster, it is very simple as it uses the colours of the website and the given information.

This is the final design, i am not happy with the final outcome as it did not allow me to use any creativity within the design, and the yellow does not fit well on the page but was liked by the client.

FINALDESIGN


these are some of the quotes which i used within my design, the quotes have been found upon the internet, and are quoted from famous people such as albert eins no freedom creativity is zero with most companies and clients continuous changes Problems cannot be solved by the same level of thinking that created them. No great thing is created suddenly. The secret to creativity is knowing how to hide your sources Art gives voice to that which has not been spoken. If you have ideas and imagery, technique will follow. The creative ‘act’ is a process, not a moment I am always doing that which I cannot do, in order that I may learn how to do it A man may die, nations may rise and fall, but an idea ] lives on You can tell the ideals of a nation by its advertising.

DESIGNIDEAS

This is what i am aiming for my final artefact to look like, but the text inside will be about creativity or words and qoutations that relate to creativity.

EXPERIMENTATION


10

8 Steve Jobs is the CEO of Apple, which he co-founded in 1976. The first apple advert was written by Steve Hayeden ( copywriter), Lee CLow ( creative director) and Brent Thomas (art Director). The short film (advert) was directed by Ridley Scott. 6

The Apple logo The first Apple logo was designed by Ron Wayne, co-founder of Apple Computer. It was rather a picture than a logo. It showed Sir Isaac Newton sitting beneath the famous Apple tree thinking about gravity. It was only used for the Apple I. Steve Jobs felt that it was too intellectual and it was almost impossible to put on computers as one could only recognize the details of the drawing when it was large enough. Therefore, in 1977 Jobs asked the art designer Rob Janoff to design the new Apple logo. The new logo had a simple shape of an Apple, bitten into, with the colors of the rainbow in the wrong order. The bite symbolized knowlegde (in the bible the apple was the fruit of the tree of knowledge) and the bite could also be pronounced “byte”, a reference to computer technology. When Jean Louis Gassée was asked about his thoughts to the Apple logo he answered: “One of the deep mysteries to me is our logo, the symbol of lust and knowledge, bitten into, all crossed with the colors of the rainbow in the wrong order. You couldn’t dream of a more appropriate logo: lust, knowledge, hope, and anarchy.” In 1997, Steve Jobs decided to drop the multi-colored Apple logo and replace it by a solid-colored logo. The first Apple computers to feature the new logo were the new PowerBook G3s in 1998 (although they still featured both types of logos).

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Mac VS Windows

Apple

Before continuing with the idea of an animation for Apple advertisements, i decided to do a survey. The survey consisted of asking 10 designers within graphics, journalism, music and movie designers and people within the normal businesses who deal with softwares which aren’t on a mac, which they would prefer to use, Mac or Windows. 8/10 people said that would prefer to use Mac as it is more suited for people within the creative industry, whereas the other 2 people prefer windows as it is easier for them to use as they are in the non-creative industry.


DESIGN IDEA

Whilst researching, I had disovered that Apple’s first advert was in 1984, advertising for the macintosh. Apple was the first company to use and created a graphical user interface. The reason i decided to look at Apple was becasue they are a company which is very familiar to Graphic Design, which is useful to people within the advertising factor of design. Therefore an idea which I am going to carry forward is to create a poster but trying to use something along the lines of IBM, so instead of using works i will try and convey this message ‘ Apple a designers Best Friend ‘ using images.

This is the IBM logo which was created from images, it is a smart way to help people recognise a company. The original logo is seen below.

‘Apple a designers Best Friend’

For this design Idea I had planned out the different possible ways to represent the words. I found prsenting some words hard, Once i had produced this, I asked friends and family to look at the design and what they think it might say. the respone wasnt what i wanted as majority of them said ‘Apple art makes you happy’ ... Therefore if this is what people were thinking, then i knew that it would not work as it was not conveying the right message.

Apple First ADVERT Apples frst advert was aired during the third break of the american superbowl. Its strange and different idea concept caght million of viewers.

The ad opens on a gray network of futuristic tubes connecting blank, ominous buildings. Inside the tubes, we see cowed subjects marching towards a cavernous auditorium, where they bow before a Big Brother figure pontificating from a giant TV screen. But one lone woman remains unbroken. Chased by storm troopers, she runs up to the screen, hurls a hammer with a heroic grunt, and shatters the TV image. As the screen explodes, bathing the stunned audience in the light of freedom, a voice-over announces, “On January 24th, Apple Computer will introduce the Macintosh. And you’ll see why 1984 won’t be like “1984.”


Final Artefact

For the Final Artefact, I have decided to create a merged video of apples adverts combined with a small animation. The reason I have decided to choose this is because I wish to represent that Mac’s are better suited for people within the creative arts industry i.e advertisers/ advertising. This is good as it shows the part of the industry which I have researched. From the video’s, we will be able to see the progression of technology within apple, and their different methods of advertising the apply products.

Storyboards

Final Artefact

Design Idea

These are a few screen shots of the animation from the storyboard and the final artefact. The animation was produced using Adobe After Effects and the videos were merged together using Premier pro.

1984 Advert

2010 Advert

1995 Advert

2010/ 2011 Advert

Design Investigation Folio Sheets Final  

DESIGN INVESTIGATION - ADVERTISING

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