Showing posts with label Responsive Brief 6 (Collaborative) - D&AD - WWF. Show all posts
Showing posts with label Responsive Brief 6 (Collaborative) - D&AD - WWF. Show all posts
Wednesday, 25 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Evaluation
General Comments
The WWF brief was really open ended. It may have seemed quite restrictive in the sense that it had to be aimed at 14-24 year olds and there had to be a digital element, but it's more the arguable that the best way to reach that audience is through a screen rather than print.
I initially came up with the idea we followed for this brief by myself before Christmas, but thought that given the potential for it to become distasteful, it'd need someone else working on it with me so that their were two judges of what was acceptable and what wasn't. Jamie was the perfect person for this as he and I tend to have very different approaches to design, so could see the project from two different points of view. He also is more comfortable with Illustrator and AfterEffects than I am, which will benefit the project greatly.
Successes
I'm really pleased with this project in general, and I've really enjoyed. It has been constantly evolving through conversations between Jamie and I about what we should be doing and how we can make it fit the brief.
We definitely managed to do the project tastefully, there's nothing too obvious about any of the innuendo and none of the imagery was needlessly phallic. When I at the final physical outcomes, they look like they belong to WWF even aside from the obvious use of their custom font and logo. Little details like placing text over images rather than above or below them, and having a fairly minimal layout which places emphasis on the images really help this. This shows a clear influence from our research, as we knew that novelty condoms really imitate the look of their subject, and we knew exactly what WWF's look was.
The strategy behind the promotion was well thought through. We knew a viral video would be appropriate because of the innuendo-based and unorthodox nature of the product, but targeting the younger end of the age range directly was difficult as most of them don't really have a need for condoms. Jamie and I both identified that when we were at secondary school condoms were given out free if you wanted some and were a key focus of sex education. Rather than giving out condoms to schools, the idea to give out vouchers for condoms was really good because it's a lot more commercially viable as vouchers are cheaper to produce than the condoms and packaging (and not many of the vouchers would actually get redeemed), whilst still providing information on the cause on the voucher.
Most importantly, it works. When Jamie and I were in the studio cutting out and folding the physical products, other people on the course, people of our age, the age of the target audience, picked them up to look at them because they take a different approach, which caused them to read the information on the back and interact with WWF.
Changes
Retrospectively, maybe we should have specified on the packaging that it was made from 100% recycled materials to help back up the ethical strength of the project, but given that we only had a small area to work with this would have come at the cost of some of the information about the Living Planet Report, which was clearly more important. This isn't a big issue though, as the recycled packaging is mentioned in the video.
Logistically speaking, I wish we'd booked two print slots rather than one, as this would've allowed me to print my design boards on the recycled stock, which would've been a nice touch to finish this project off with, although at this point this is still a possibility depending on the availability of the digital print resource tomorrow morning.
We found assembling the 6 pack boxes quite tricky because of how thin the tabs were in relation to the weight of the paper. This meant that using super glue proved difficult because it seeped all over the place and dried quickly, and double sided tape wasn't as strong as we wanted it to be. I'd re-think the structure of the box in future for this reason, although I suppose this is more of a prototyping issue, and wouldn't be as big a problem in industry because of the more efficient processes used.
Going Forward
I've found that, by co-incidence, some WWF feature in some part in my work for COP and Design Practice 2, so the confidence of knowing that with really concise research, a professional looking outcome can be realistically reached is great.
Working with Jamie has introduced me to a knew way of working and given me first hand experience of working alongside someone who works less logically and systematically than myself can only prove useful, especially given that most creative people tend to work in this sort of way.
The WWF brief was really open ended. It may have seemed quite restrictive in the sense that it had to be aimed at 14-24 year olds and there had to be a digital element, but it's more the arguable that the best way to reach that audience is through a screen rather than print.
I initially came up with the idea we followed for this brief by myself before Christmas, but thought that given the potential for it to become distasteful, it'd need someone else working on it with me so that their were two judges of what was acceptable and what wasn't. Jamie was the perfect person for this as he and I tend to have very different approaches to design, so could see the project from two different points of view. He also is more comfortable with Illustrator and AfterEffects than I am, which will benefit the project greatly.
Successes
I'm really pleased with this project in general, and I've really enjoyed. It has been constantly evolving through conversations between Jamie and I about what we should be doing and how we can make it fit the brief.
We definitely managed to do the project tastefully, there's nothing too obvious about any of the innuendo and none of the imagery was needlessly phallic. When I at the final physical outcomes, they look like they belong to WWF even aside from the obvious use of their custom font and logo. Little details like placing text over images rather than above or below them, and having a fairly minimal layout which places emphasis on the images really help this. This shows a clear influence from our research, as we knew that novelty condoms really imitate the look of their subject, and we knew exactly what WWF's look was.
The strategy behind the promotion was well thought through. We knew a viral video would be appropriate because of the innuendo-based and unorthodox nature of the product, but targeting the younger end of the age range directly was difficult as most of them don't really have a need for condoms. Jamie and I both identified that when we were at secondary school condoms were given out free if you wanted some and were a key focus of sex education. Rather than giving out condoms to schools, the idea to give out vouchers for condoms was really good because it's a lot more commercially viable as vouchers are cheaper to produce than the condoms and packaging (and not many of the vouchers would actually get redeemed), whilst still providing information on the cause on the voucher.
Most importantly, it works. When Jamie and I were in the studio cutting out and folding the physical products, other people on the course, people of our age, the age of the target audience, picked them up to look at them because they take a different approach, which caused them to read the information on the back and interact with WWF.
Changes
Retrospectively, maybe we should have specified on the packaging that it was made from 100% recycled materials to help back up the ethical strength of the project, but given that we only had a small area to work with this would have come at the cost of some of the information about the Living Planet Report, which was clearly more important. This isn't a big issue though, as the recycled packaging is mentioned in the video.
Logistically speaking, I wish we'd booked two print slots rather than one, as this would've allowed me to print my design boards on the recycled stock, which would've been a nice touch to finish this project off with, although at this point this is still a possibility depending on the availability of the digital print resource tomorrow morning.
We found assembling the 6 pack boxes quite tricky because of how thin the tabs were in relation to the weight of the paper. This meant that using super glue proved difficult because it seeped all over the place and dried quickly, and double sided tape wasn't as strong as we wanted it to be. I'd re-think the structure of the box in future for this reason, although I suppose this is more of a prototyping issue, and wouldn't be as big a problem in industry because of the more efficient processes used.
Going Forward
I've found that, by co-incidence, some WWF feature in some part in my work for COP and Design Practice 2, so the confidence of knowing that with really concise research, a professional looking outcome can be realistically reached is great.
Working with Jamie has introduced me to a knew way of working and given me first hand experience of working alongside someone who works less logically and systematically than myself can only prove useful, especially given that most creative people tend to work in this sort of way.
Tuesday, 24 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Video Production
Jamie made some vectors for the video, as well as organising the voice-over. We'd discussed what angle the video was going to take on the product and decided that doing it from Durex's perspective makes it more likely to be spread virally than if it was done from WWF's perspective.
When writing the script, I made sure that the Living Planet Report was brought up before any mention of condoms or innuendo to set a serious undertone for the video.
Jamie's vectors were made to look like mobile phone icons and emoticons so that they were immediately recognisable by the audience, as the 14-24 age group tends to be very familiar with technology.
When writing the script, I made sure that the Living Planet Report was brought up before any mention of condoms or innuendo to set a serious undertone for the video.
Jamie's vectors were made to look like mobile phone icons and emoticons so that they were immediately recognisable by the audience, as the 14-24 age group tends to be very familiar with technology.
Thursday, 19 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Voucher Book
Given that most school classes have about 25 students in them, a book of 32 would ensure that there are plenty for any one class. Printing 32 at a time would also make sense from a logistical standpoint as after a border is left round the page, you can split the page into 4 rows and 8 columns where each is 5cm x 7cm, which is a would fit in a pocket or wallet.
Such a small size means that text will have to be small, but this shouldn't be an issue as the target audience is young and will generally have good eyesight.
I started off with a 5mm border around the edge which gives some room for error when the page is printed on the other side.
The logos were placed at the bottom so they were the same height with a 5mm gap between them, left a 5mm border above that.
The "Tear Here" text was placed slightly above the border with a small gap between that and the dotted line and left another 5mm gap below it. This gives plenty of room for the voucher book to be bound together.
The remaining space was used for the condom and the text. The redeem text is 8pt Open Sans so that it sits comfortably over two lines, the main text is 14pt as that fits the grid well. The image of the condom is sized and position where it draws your eye from the top text down across the page to the bottom.
The back of the voucher has the logos in the same place for consistency in the grid.
Text is 6pt in order for it all to fit on. This isn't an issue though as it's still readable for those with good eyesight, which a young audience generally will have.
The bold text is placed on the right rather than the left as the regular text needed the larger column in order for it to all fit on. Despite it making no sense in terms of a logical hierarchy, the fact that their is more of it than the bold text balances this out visually.
As discussed previously they fit well on a 8x4 grid on A3 paper. They'll be printed on the same recycled paper that we ordered for the packaging.
Text is 6pt in order for it all to fit on. This isn't an issue though as it's still readable for those with good eyesight, which a young audience generally will have.
The bold text is placed on the right rather than the left as the regular text needed the larger column in order for it to all fit on. Despite it making no sense in terms of a logical hierarchy, the fact that their is more of it than the bold text balances this out visually.
As discussed previously they fit well on a 8x4 grid on A3 paper. They'll be printed on the same recycled paper that we ordered for the packaging.
Tuesday, 17 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Durex and WWF Campaigns
With the packaging complete I looked at how Durex and WWF advertise, and found that both use billboards and viral advertising quite prominently. Whilst viral advertising is suitable for a target market of 14-24 year olds, billboards aren't very targeted, and we decided that a voucher that could be used for a free WWF condom in big supermarkets would be much better, as they could be given out at schools during sex education at aged 14-16.
Viral Campaigns
Durex
Due to the nature of the internet, campaigns that are intended to go viral can be a bit closer to the knuckle and more suggestive because the audience tends to be of an age that understand about sex, albeit mainly due to the internet itself. This is the sort of age range that the brief wants to target.
WWF
The below WWF viral campaign highlights innovation and shows how good ideas can spread across the internet, and not all viral adverts, videos and campaigns have to be done through sexual references.
Conclusion
Jamie is going to produce a viral advertising video similar to this PornHub one we found on the Lad Bible, a popular viral website.
I'm going to produce a voucher booklet using the same sort of design that's been used in the packaging. It makes sense doing it this way round as Jamie is much more comfortable with motion graphics than I am, and I've been leading the print design to this point, so there is little reason to change this.
Billboards
Durex
Whilst still using sexual references in their billboards, they're not explicit at all because of how large scale and public they are, and it could potentially damage the company to get in trouble about their advertising. In order to avoid using overly sexual images, the sexual implications are done through text which finds it's context through the images.
WWF
WWF billboards have a tendency to be a bit different from just a regular flat billboard and tend to have some sort of extra element to them such as changing their appearance throughout the day or being environmentally friendly themselves. This extra dimension they have helps them draw attention to themselves.
Viral Campaigns
Durex
Due to the nature of the internet, campaigns that are intended to go viral can be a bit closer to the knuckle and more suggestive because the audience tends to be of an age that understand about sex, albeit mainly due to the internet itself. This is the sort of age range that the brief wants to target.
WWF
The below WWF viral campaign highlights innovation and shows how good ideas can spread across the internet, and not all viral adverts, videos and campaigns have to be done through sexual references.
Conclusion
Jamie is going to produce a viral advertising video similar to this PornHub one we found on the Lad Bible, a popular viral website.
I'm going to produce a voucher booklet using the same sort of design that's been used in the packaging. It makes sense doing it this way round as Jamie is much more comfortable with motion graphics than I am, and I've been leading the print design to this point, so there is little reason to change this.
OUGD503 (Collaborative) - D&AD - WWF - Packet Packaging Development
Based on the style of the 6 pack box and the visual identity of WWF's website, I developed the individual packets for the 6 pack box. The size of the text is taken forward from the box, and the text on top of the images is white with a black border round it like on the website. The border is the only way the text can be somewhat readable whilst on top of the vectors because of the variety of colours across them. The black box on the inside shows where the condom packet would fit, showing that the images would clearly fit on the condom packets.
I then realised then realised that the packets that go on individual sale would need a bar code on, which the current layout doesn't have room for. I had to make the logos smaller to make room for this, as shown below.
They layout is much better without the bar code because it isn't as crowded, but necessity dictates that individual packets would need a bar code. In the same way the ones that go in the box now say "not for individual re-sale" on the spine.
It then dawned on me that the way the packets were currently going to work would mean that they're thinner at the bottom than at the top, which gives them room to move, meaning that the images might not necessarily sit in the window of the box. There are potentially 2 ways round this.
The first would be to alter the packaging to put the staple at the top so the flat side is at the bottom, making it more stable. The other way would be to make the packet more like a small box itself.
The nets for the first option would look like this.
The second option would look like this.
From an idealistic standpoint it would seem that the second option is better because it will make the box of 6 sturdier when they're inside, but it would be very fiddly to glue such small flaps. I got hold of some stock of a similar weight to our paper to test these nets.
I found that the box-like net was a bit bulky, and because of the thickness of the paper, the folds didn't align perfectly, which compromised the quality of the production.
The stapled packets worked much better and were much more elegant. Having two behind one another would stop them from moving inside the box, so this is the net we're going to go with.
I then realised then realised that the packets that go on individual sale would need a bar code on, which the current layout doesn't have room for. I had to make the logos smaller to make room for this, as shown below.
They layout is much better without the bar code because it isn't as crowded, but necessity dictates that individual packets would need a bar code. In the same way the ones that go in the box now say "not for individual re-sale" on the spine.
It then dawned on me that the way the packets were currently going to work would mean that they're thinner at the bottom than at the top, which gives them room to move, meaning that the images might not necessarily sit in the window of the box. There are potentially 2 ways round this.
The first would be to alter the packaging to put the staple at the top so the flat side is at the bottom, making it more stable. The other way would be to make the packet more like a small box itself.
The nets for the first option would look like this.
The second option would look like this.
From an idealistic standpoint it would seem that the second option is better because it will make the box of 6 sturdier when they're inside, but it would be very fiddly to glue such small flaps. I got hold of some stock of a similar weight to our paper to test these nets.
I found that the box-like net was a bit bulky, and because of the thickness of the paper, the folds didn't align perfectly, which compromised the quality of the production.
Saturday, 14 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Box Packaging Development
I used Fount to identify what fonts were used on the WWF website as I thought they worked well together. The headings and subheading are in WWF's own font called WWFRegular and the other text was in Open Sans Bold and Open Sans Regular. I downloaded and used these fonts to make sure the packaging was consistent with WWF's identity.
The text that relates to the Living Planet report was put on the back of the box as there wasn't room on the front. Having the windows on the front meant that the box initially lent itself to a 3 column grid for the text. In order to fit all the internet links on I had to make the right column of text 8pt whereas the other columns were 9pt, which looked awkward.
Getting rid of the specific links and replacing it with the WWF website tidied it up a lot which is important because WWF have a tidy identity. To help this further I altered the paragraph spacing in the middle column to fit the grid fully.
The Durex logo fits better on the left because of how the text in the left column is in bold and the Durex logo is quite heavily black. I put it in black rather than it's original blue to match the WWF logo and keep printing costs down. I balanced this out by placing the WWF logo on the right. The vertical logo was used over the horizontal one because it allows the continued left alignment of the columns which keeps it looking tidy.
On the front for the main text is at 54pt as that fits the height of the row. The 6 Pack text is at 36pt, which aligns it with the x-height of the main text which makes them work well together in a hierarchy. The Durex logo was used at the same height which means that for the WWF logo to fit in the remaining space it needs to be a bit taller. This isn't an issue visually though due to how much less black-heavy it is than the Durex logo. I also indicated where the barcode could go on the back.
On the inside of the box text will be printed so that it is shown through the windows after the individual boxes have been removed. This text will be 24pt and just a stroke so that it doesn't draw too much attention away from any other individual condoms still left in the box, whilst still fitting in with WWF's identity.
The final product will look like this.
I did a test print which came out like this. We found that the front was a bit flimsy because of the big holes in the front of the packaging. When we use the heavier paper this might not be the case, but if it is we'd have to alter the net so that the front and back are held together between the windows as well, which shouldn't be too difficult.
The text that relates to the Living Planet report was put on the back of the box as there wasn't room on the front. Having the windows on the front meant that the box initially lent itself to a 3 column grid for the text. In order to fit all the internet links on I had to make the right column of text 8pt whereas the other columns were 9pt, which looked awkward.
Getting rid of the specific links and replacing it with the WWF website tidied it up a lot which is important because WWF have a tidy identity. To help this further I altered the paragraph spacing in the middle column to fit the grid fully.
The Durex logo fits better on the left because of how the text in the left column is in bold and the Durex logo is quite heavily black. I put it in black rather than it's original blue to match the WWF logo and keep printing costs down. I balanced this out by placing the WWF logo on the right. The vertical logo was used over the horizontal one because it allows the continued left alignment of the columns which keeps it looking tidy.
On the front for the main text is at 54pt as that fits the height of the row. The 6 Pack text is at 36pt, which aligns it with the x-height of the main text which makes them work well together in a hierarchy. The Durex logo was used at the same height which means that for the WWF logo to fit in the remaining space it needs to be a bit taller. This isn't an issue visually though due to how much less black-heavy it is than the Durex logo. I also indicated where the barcode could go on the back.
On the inside of the box text will be printed so that it is shown through the windows after the individual boxes have been removed. This text will be 24pt and just a stroke so that it doesn't draw too much attention away from any other individual condoms still left in the box, whilst still fitting in with WWF's identity.
The final product will look like this.
I did a test print which came out like this. We found that the front was a bit flimsy because of the big holes in the front of the packaging. When we use the heavier paper this might not be the case, but if it is we'd have to alter the net so that the front and back are held together between the windows as well, which shouldn't be too difficult.
Thursday, 12 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Condom Packet Artwork
Jamie and I discussed what animals we could use to represent our condoms, and what innuendo we could use alongside them. We agreed that they all had to be powerful animals to make them more appealing as a product. We decided on the following:
- Rhino - Protect Your Horn
- Tiger - Keep Your Skin On
- Shark - Beware Of The Teeth
Based on this, Jamie created some vector images of a Rhino without a horn, a Tiger without Stripes, and a Shark without it's two front teeth. I'd seen these images on Behance by an illustrator called Paul Artopoulos and thought that this sort of style would be more appropriate than using photographs because they're less serious.
Clearly the animals look a lot more majestic with their features than without them, which backs up the Living Planet Reports message that wild animals need to be protected.
Clearly the animals look a lot more majestic with their features than without them, which backs up the Living Planet Reports message that wild animals need to be protected.
We decided that the shark should only be missing it's front teeth rather than the full set because it's more noticeable that they're not there if all the others are. The gap in the teeth also has somewhat of a resemblance to the Rimmel adverts with "Get the London look" as the strap line.
Monday, 9 March 2015
OUGD503 (Collaborative) - D&AD - WWF - Packaging Decisions and Thought Process
Format
Individual ones could be bought by people as jokes to give to their friends, which generally appeals to the younger and more immature end of the 14-24 year old target market, whereas a box with a number of them could be bought for genuine use or as an ironic gift by the older end of the market.
Individual Packets
To minimise our workload we decided that the packing for the individual condoms would sit inside a box that would contain a few of them to sell them as a group. Because having a box containing numerous other boxes containing a plastic wrapper is quite a lot of packaging, we identified the fact the card we use for the packaging should be 100% recycled so as to fit within the message of WWF. We had a couple of goes at experimenting how we could fold paper into a little packet like the example below.
We decided that this could potentially present us with problems lining up artwork on the front because of the way it folds, a problem I had in the first brief this year. To avoid this we decided to go with a small fold that would use a staple to hold it together, a common feature on condom packets. We'll leave a 1cm border around the edges of the packet so the fold and staple won't intrude on the artwork. The whole packet will be 7cm x 7cm, so there'll still be plenty of room for the artwork.
Stock
I looked at paper manufacturers online that we could buy recycled stock from. We ideally wanted it to be between 250 and 300gsm so it was somewhat sturdy, and slightly off-white so it didn't look perfect as we wanted it to look slightly recycled. I found a website called eco-craft, which has a relatively large range of recycled stock. We decided to go for the mushroom colour, as this it's dark enough to look rough and recycled whilst still being light enough to use as a background colour.
Box
Given that the individual packets will be 7cm x 7cm, having 3 of them side by side in a box would make 21cm, which lends itself well to a net made on A size-paper having 2 rows of them would make the box thick enough to be somewhat sturdy. On top of this having 6 in a box offers more scope for a reduced price than having 3 in a box.
The front of the box would have windows in them so you can see the artwork on the condom packets. Then when the individual boxes have been removed you'll be able to see some text through the window behind where the condom packets were. Initially we wanted to stick a sheet of acetate across the inside of the front of the box, but then that detracts from the packagings green credentials so we've decided against it. Having borders around the windows will stop the individual packets falling out the front.
Having to fit the net on to an A3 sheet meant that the box couldn't be more than 9.5cm high, but that still gives plenty of room below the windows to display the WWF and Durex logos as well as some text. Our experiments showed that each packet would be about 0.5cm thick, so the box would only need to be 1cm deep. In the bottom 2.5cm of the box we'll put a cardboard insert for the individual packets to sit on top of so they don't fall to the bottom and the artwork is visible through the window.
Subscribe to:
Posts (Atom)