After the showing presenting our 3 strong concepts, I had positive feedback and some suggestion to take my project to the next level. With the feedback I decided to focus on the second concept which was aimed at home activities with the slogan Your home is your playground. I started to research more visuals which I thought that would be appropriate for the project. The mood board below is mixture of all the different styles of visual elements I liked which I think that will work with the aim of the project. The mood-board consists of visuals which are heavy typography and organic playful shapes. There are over lapping but also clean structured styles. I annotated each poster with the things I liked about it. These visuals are vibrant and energetic, they can capture parents mostly as it’s not so aimed at young children. It is contemporary style which will fit in with the rest of the campaigns already in the market. The colours are vibrant and bold, I think this project I want to use a wide set of colours as this is out of my comfort zone too. Usually I like clean limited colours which makes the branding so strong but as we are aiming at families, the language needs to be friendly and motivating we can achieve this with wide range of warm colours. The use of shapes and bold heavy text seems retro but it’s modern, it’s eye catchy and I can see this working with this type of project.

Climatology

Climatology is a brand that develops a small range of Day and Technical packs -but also looking to grow and expand into other categories such as jackets, tents and outdoor hardware. The visual identity is warm and playful, I think it captures the earthy feeling with abstract organic shapes. It is modern and classic but it communicates the brand very well. I think this was an example of you don’t need drawings, illustrations of literally to communicate the message. Colours, shapes if used effectively can also be a strong visual. They have used editorial style using photographs and combining the organic shapes to create a modern clean branding identity. This was a good inspiration and I want to carry on searching for the aesthetic I want to create for this project.

VISUAL ELEMENTS

I started off with the colour palette, mixing matching to get a palette that works well together. The final 6 colours is below, I really liked the way blue would look with light pink, the orange is also a pop off warmth and energy. The dark rich green would work with pinks and also greens. I’m really happy with the colours, I think it would make the audience feel positive. Then I decided on the the typeface, again I wanted something contemporary, clean, easy to read and simple. I liked Roc Grotesk as it’s simple but it has few details on each letter which makes it unique. The sans serif is a good font which has variety of different styles which is good for titles and also body copy. The next step is working on visual elements.

From the 3 concept review, Paul said those shapes reminded him off sports like grid was like tennis nets, the circles were balls etc. I was searching looking for things that would reflect children and parents. Earlier as I said, playground is like a fun place for children, I searched into kids play areas, one thing in common is the shapes in those play areas. They always have blocks of shapes which kids can play with. The visuals I want to use in this project is seen below. These are the shapes I want to use on the posters and other elements. However, it will not look this structured the main idea behind is these shapes will look like they’ve been thrown on to the page, layered on top in some cases to show movement and being active. I think this way I can capture the movement that is needed in the visuals and it would fit the purpose. The colours will change frequently between each shape depending on the outcome as there are many outcomes I want to create for this project.

The movement will be created like this, as seen below. The shapes are layering on top in some cases. It looks much better when it is not structured as it then fits the playground theme. In a playground nothing is static, it’s always been thrown objects balls. I also used solid colours and outlines as it can look too similar, having few different features can enhance the visuals. I’m gonna have several variations on each element but the branding will be consistent through out. I think the next step is to start designing the some posters and other elements for next week.

For this project I will be creating several outcomes: Print & Digital

Posters – English/ Welsh

Website

Fun Package- Planners, Tote bags, Stickers, Game Cards

Instagram – Posts and mock ups

Facebook – Mockups

Maybe an animation of moving logo if I have time.

What I need to do next:

Research some layout inspirations for my posters, slogans.

From my research i had few concepts and key areas I wanted to focus on. One of them was Family bonding, I thought rather than using sports and physical activity if I could use another word parents would be more dedicated. Under family bonding, they can do physical activities, mind games, talking, just getting involved with each other which was one of the things our client said the purpose of him starting this project. He wanted parents to be more connected with their family. Family bonding idea focused on changing parents behaviours towards their children, I thought about outcomes which focuses on parents to priotise their kids as a way to strengthen their relationship and a way to do this would be home activities. By strengthening the family bonds, this would have a positive effect on all individuals and it can effect their social relationships too. The outcomes will include slogans such as ‘Phone’s off, tea towel tag time!”, these kinds of phrases are trying to get them to do things, get out and gather all the family together. it is motivating without making the reader feel bad or aggressive. One of the main ideas is the family fun package, this is the fre package parents in low income households will get, the package will include a planner, stickers, game cards. The game cards will have instructions on how to play the games in short sentences. This concept focuses mainly on families who have no online access. I believe this was the main aim of the project, there are loads of other campaigns which have zoom lessons, youtube lives for people who have internet but what about the people who don’t have these means. The package they can sign up and it will be delivered to their door. I thought we could locate 4 deprived areas like they did with workshops and deliver them these goods. The potential deliverables would be packages, posters for supermarkets, schools as these are the locations parents visit the most. Maybe a booklet to give information about importance of physical health and other things they can do to stay active with list of games.

I quickly did a visual which could be potential but I don’t think this is the style I will be using. But it was good to think about different things, the visual I focused on was the time, and communicate it through clean block colours. It’s simple and bold with the colours.

This is the second concept solely focuses on home activities and quality time. The slogan is Your home is a playground. The idea behind this is as I mentioned earlier home is a safety net for many people especially if they have confidence issues or don’t have the money to go out instantly it will grip that target audience and then the playground is aimed at children all these games they will be playing at home turns the space into a playground. It’s like the play area but in their house. It’s an engaging bold slogan focuses on both home and being active. In addition, it focuses on home activities parents can do at home with the tools they have. Again, this focuses on lack of income, but the visual language is completely different. I want to highlight at they don’t need to spend loads of money on outdoor activities, they can easily have fun at home. Underlining the issue that doing small activities at home won’t cost much as if parents are worried about this and it’s a reason why they don’t do much my campaign can solve that issue. The target audience is families with lack of income and parents who lack confidence they don’t want to go to workshops outside their house. Potential outcomes would be engaging posters, booklets, website as well for families who do have online access as they might still not do much exercise.

These are the visuals I was thinking, very vibrant, bold capturing colours with shapes. Paul said the first visual with grid reminds him of tennis nets, then the circles like footballs and its energetic. I like these visuals they are playful, I can see the second visual of circles in animation moving around for instagram or facebook. I was playing with these shapes then the third visual I was layering the boxes like Jenga it looked organic and active. I think there is a potential in these visuals and the concept. I could expand and create a strong campaign.

This is an other idea which is a different visual concept, it captures everything from the other two concepts but the visual language is more illustrative and soft. I think I can see my second concept is the strongest and has the most potential to be expanded. The tutorial from Paul was very positive and he liked the slogan your home is a playground he said it’s more capturing and engaging then family fun. It would motivate the audience and children as well.

For the visuals, I was thinking about small illustrations of the games for the booklets and posters. The colours are much softer and more family friendly. It’s mainly aimed at the children but i think this is not my main focus I want to focus on parents as if there actions change they can change their kids life style as well. I want to have a contemporary clean aesthetic which both parents and children will engage with.

Mentor Feedback

Today we had a meeting with our mentor he gave some good advice and positive feedback. He also liked the slogan your home is a playground and he said I should merge all ideas together as they all seem to work together in some way. He suggested I could do animations to show movement. He also said I need a strong branding which is consistent through out. I feel positive and motivated at this point. I think the next stage is to create the visual process and development. I also need to do some research into existing campaings for some inspiration.

Today we had a lecture with Wendy about Nudge or Budge Theory. This theory tries to explain and understand how people think to make a decision or behave. Also, identifying and modifying existing unhelpful influences on people. I believe understanding this will be very useful for this project as our brief is focused on trying to change peoples life style choices so I was looking forward to this lecture. If we could understand how people think and how they make a decision we could relate it to parents and find solutions to get them to change their behaviour and thoughts on being active. There are 6 nudges:

System thinking – Fast & Slow

Behavioral insights show that people have two systems of thinking for processing information and decision making: automatic and reflective. The automatic system is typically fast to process, intuitive, unconscious, effortless and reactive. The reflective is slower to process, conscious, rational, more effortful, time consuming, responsive .

Behaviour change is best understood as a consequence of both systems.

Information design – Visual language

Text and language which is focused on typography and words to address to the audience.

Visual appearance is the colour, visual, images may all influence how engaging or persuasive information is. As a graphic designer this is the one we usually focus on the most. Visually the message should be communicated clearly so that it can have an impact on the audience. I’m staring to think about what kinds of visuals I want to do for my project already as they can be really important.

There could be numerous forms of information that might be designed for behaviour change, including cues, guidelines, plans, checklists and decision aids.

Information actions – Planning

Cues and reminders, cues can covey important information or trigger an emotional, affective reaction. Responses to cues conditioned by peoples relationship to the information.

Planning

Planning prompts that make actions simple, (ie tear off strip) can be effective to reduce procrastination and forgetfulness. They relate to organizational factors in actions, what are they logistical challenges that need to be planned and overcome?

Framing – Loses and gains

Social comparison – Descriptive social normals, injunctive norms, a command or order.

Choice and Incentive – Default systems are already in place, little action or planning needed. Salient clear signs that limit choice, feedback.

Gains and Loses – Attribution gains and loses: the chance of survival with cancer is 2/3 or the chance of mortality with cancer is 1/3. Descriptive of the consequences of performing an action as a gain or loss.

MINDSPACE

Messenger– we are heavily influenced by who communicates information

Incentives– Our responses to incentives are shaped by predictable mental shortcuts such as strongly avoiding losses.

Norms– Strongly influenced by what others do

Defaults– we “fo with the flow” of pre-set options.

Salience – our attention is drawn to what is novel and seems relevant to us.

Priming– our acts are often influenced by sub-conscious cues

Affect– our emotional associations can powerfully shape our actions

Commitments– we seek to be consistent with our public promises, and reciprocate acts.

Ego– we act ways that make us feel better about ourselves

The lecture was very beneficial and it gave me few key points to focus on how to change parents behaviors, I thought about using check lists and planners as a very good way to help parents make time for their children’s and family quality time. I could have planners for each week so they could tick off after playing games. I think this is an idea that I will go forward with and incorporate it into the deliverables. In addition, the client mentioned they give out goodie bags after workshops so I thought about making a fun package where they can have few items such as stickers, badges but also a planner for the family. This is an idea I will be showing clients to see their feedback on our next meeting. Small features in the campaign can benefit the target audience as posters leaflets do some have impact but the practical things which get the individuals’ to do things physical is more persuasive and engaging.

I created a mind map of all the key things I thought that was useful from the lecture. I just wanted to visualise and kind of circle aspects I thought I could use in my project and that i need to consider when designing. I know I wanted to focus on visual appearance and planning. These two if used effectively can make the parents want to change their life style and way of thinking.

Client meeting – 19/10/2020

These are my notes from the meeting on Teams:

Focus on the right families – not patronizing

Focus on online-zoom, facebook live

Outcomes / Physical – posters, flyers, leaflets, facebook ads – just advertising materials.

Accessibility is very important.

Bilingual – need welsh designs too

Design styles:

Focus on FUN, enjoying themselves, this is not a sport campaign this is for familiies ro spend quality time and have fun, relax. Fun is the main aim.

Try to be representative – demographic

Activity – movement on basic activities, not hard core sport routines or workouts.

Purpose:

Behaviour change -Physical change to get parents to be more involved with their kids. Parents can get angry with their kids when they have a lot of energy or they’re too loud, rather than them shouting at them or sending them to sleep. Parents should be doing activities so the kids can release the energy and also spend time with their parents.

Making parents feel comfortable, confidence.

ideation

I think this meeting was very beneficial from the things our client has said I think a few paths I could take this project. I know I want to focus on home activities, but I need 3 different concepts which focus on three different actions.

This mind map I focused on how to change parents behaviours and i think this was my big ideation process. As I was struggling with ideation, as next week we have a 3 strong concept tutorial. So I started to think about what is the purpose of this project, what is is my concept what am i aiming at the end of this project. How can I get parents to realise they need to do physical activities with their children. In addition, the brief has few things as a group we were feeling confused about. As the workshops, focus on low income families who live in deprived areas, this would mean parents who have no access to internet but they also want online presence. So we would need to think about both print and digital. I was thinking about why aren’t parents already doing these activities, if I could find answers to this question then i could think about solutions, create a campaign which will solve the problems or issues they are having. An example, in the brief it is said that lack of income is a reason why parents don’t do much exercise which results the family to be inactive too. So to solve this problem I can create posters that show that these home activities are so easy and simple to do at home. If I highlight this visually this could change their attitude to doing these activities as they will think I won’t need to spend much money. I can also highlight home activities you can use the tools you have at home which is the main focus of this project. They want parents to do home games as due to Covid-19 they can’t do face to face activities. Also, I thought about confidence as a big issue which is also highlighted in the brief, home activities would be so beneficial and good people who are struggling socially as home is safety, it’s our safety zone where we are isolated from the outside world. It has several meanings to many people but mostly it’s safety, comfort, love, togetherness, belonging and family. Parents who deal with lack of self confidence they might feel at ease if they’re at home then once things go back to normal they might build their confidence and actually want to join in to face to face workshops. For the visuals, I was thinking about slogans, catch phrases which will be engaging such as ‘phones off, it’s game time‘, a way to gets parent drop whatever that they are doing and focus on quality time. This slogan encouraging, it’s short and simple straight to the point of what parents should be doing. I also want to research on importance of quality time, include some facts and scientific outcomes to how beneficial quality time is for children. As we need to include some science in this brief, but it would also help communicate the message and support the purpose of the project. I think I have few paths and concepts I could show next week. I’m starting to feel more connected to the project. My next step is to refine all my ideas and create small visuals as ideas for next week.

Some key words that will help me with the concepts:

Confidence

Lack of income

Lack of time

Accessible

The next step was to create a creative brief for our clients to show the approach we will take and things we will consider as the designers. I believe creative briefs are helpful especially to designers as the client briefs sometimes can be full of information like the Sport Cardiff brief which was full of facts on statistics about families living in poor locations then health facts and a diagram to show how many people do exercise, smoke, eat healthy etc. All these informations are very useful for the 6 frames workshop we did with Wendy. The creative brief refines the purpose, the target audience and what is expected from us. So, in the project the step was create a brief to send it to our clients.

I designed the brief is a simple modern approach, focused on the important information which the client will understand my point of view. There are 6 elements which I focused on. The background gives an overview of the brief of what Family Fun aims to do and my perception of their purpose. I also used my knowledge from the Infographic workshop. The objective is what I am aiming for this brief and my goals. I want the project to focus on the trying to get parents to engage in these activities that lack of income shouldn’t be a reason for them to not do activities together. I highlighted that I will be focusing on both parents who have access to internet but also target the families living in deprived area who don’t have access to youtube or social media. The target audience I mentioned the the parents living in deprived areas which is my main focus. However, I do know clients also want social media presence. I will have few things I need to consider I think I need to make sure my language should be motivating and friendly. Rather than making the user feel bad about the lack of exercise they’re doing as one of the aims of the project is also focus on motivation and confidence. Lack of confidence is a barrier for many people, it can stop them from going to workshops or joining events. I also used important information in the brief to show I have read the brief and I picked out information and statistics which will help me shape the project. I believe this creative brief kind of shows the client a little about the path I want to take.

This was the images I added on to the brief for some inspiration, the kind of style I am thinking for the visuals. The mood board consists of both visuals using photographs but also abstract shapes focused on typography. There is a strong consistency of bold vibrant colour palette which is what I want to have in the project. The vibrant colours will be good for motivation and welcoming purpose.

Today we had a great lecture on Information design, we were taught about the history of Information design and the ket things we need to consider when designing. Information design is the skill and practice of preparing information so people can use it with an efficiency and effectiveness. One of the first uses was in London Graphic Design Consultancy Pentagram and then it was used within the industry since then. However, it was used before Pentagram one of the example is London Underground Map in 1931 by Harry Beck. The iconic design is gives us a clear information design on how to use the tube in London. The aims of Information design is to have clarity, understanding and effectiveness. The final deliverable should provide the greatest possible degree of understand. It was must be open to any and every discipline of field of throughout.

Information design must also encourage and participate in research that it creates our understanding of information and the effect that it has on the audience.

Infographics– Infographics guides the audience to the conclusions with the information it gives to the audience.

Data Visualisation – Data visualisation allows the audience to draw their own conclusion.

Infographics– The visual representation of facts, numbers and events that reflect patterns and align to a story. It is best for letting a premeditated story and offer a subjectivity. It is also great got guiding the audience to a conclusion and point out a relationship. It is also created manually by one set a data.

Data Visualisation – A visual representation of data abstracted into a schematic form so that the audience can more easily process the information and get a clear idea about the data at glance. It is best for allowing the audience make their won conclusion about the information. It’s also for some people more interesting to look at as they are using imagery symbols to create the information. Visuals are really important as it should represent the fact or the data.

I think the lecture allowed me to understand the importance of information and how you visualise is also very important. Especially in example David gave us in the lecture about voting ballots, because the design of the papers was very poorly people were voting for the wrong person. This changed the result of the voting which can have very serious implications and also shows how important the design systems for users.

The next step is to create a infographics myself for the 6 frame workshop using the Family Fun brief. The first step I will be doing it analysing the brief, highlighting areas which the brief is answering the questions on purpose. Once I have the facts I will be designing it into a infographics.

Analysing the brief

As my job in the team was to focus on Purpose frame I went through the brief to look for the answers. I created a key which I highlighted parts of the brief I thought that was answering the key questions. The brief was full of information that will be useful to us to understand what are we trying to communicate and who are we doing it for. I think through out the brief it is very useful to understand the how much less people living in poor areas so less exercise, there are some shocking facts such as majority of the adults who do lowest activity levels are living in poverty. Some households have as little as £2.55 to spend on recreational activities. Only 15% of population in Cardiff meet all four healthy behaviours. Those figures are really low and especially for people living in poverty which don’t have extra money to spend on gym memberships or other activities are doing less activity. I think understanding the information is very important to connect to the brief and understanding the reason for this campaign. As if you connect, you will be able to answer the brief and create outcomes which will fit and be useful to the people. The second question I highlighted was why do we need this information.

In the brief, it tells us clearly that there are few reasons why some people can’t exercise as much as other people in society. The reasons could be the very obvious lack of income but also maybe social isolation, maybe they don’t feel comfortable to exercise at a gym or lack confidence. In addition, mental health is also a key factor when it comes to doing things and being productive can also be very challenging. In the brief, it says physically active parents have physically active children. I believe this is very true, the main focus of the brief should be focusing on parents to try and encourage them to do some exercise which then they will bring their kids along and do these activities with them. The other question was what information do people need?. I answered this question as what information do we need as a designer reading the brief. I believe one of the way the brief lacks the perspective of people they are targeting at. We don’t have information from people living in poverty or people who do less exercise what kind of things they would want to do or what do they think would help their community. There are a lot of information about them but it was very vague and kind of only focuses on lack of income. We also don’t have much personal information of people we are targeting.

Infographic

To create the infographic I wanted to keep it simple and easy to understand. I used a heart warming colour scheme to keep it light and bright. I didn’t want to have so much information on the page as it would be very crowded. The brief was full of information regarding many key things however I didn’t want to add everything on it to so in some designs too much information is just confusing. I think I found it hard to visualise the diagram including the general health behaviors in the brief. As it is very early in the brief I believe this is an area I should research more and develop my skills. I still gave it a go and tried to design something which people can understand easily. As I was struggling I used typography to create hierarchy and statistics to the eye catchy. I used three questions in the frame and used key information as possible. As some information is repeated few times. I think this workshop helped me more than I thought as to understand the brief anf why they are doing this campaign.

The feedback

Today we had to go into the studio to present our work. We realised we were all suppose to do 6 frames each but we all focused on one frame.However, David was happy with our outcomes and it was all positive feedback. He also gave me few ideas on things we should consider when answering this brief. He suggested we should also consider social and political side of these issues as well and have a language which doesn’t blame these individuals but encourage and motivate. The language should be friendly and welcoming. David suggested we should look more at community in the brief and research agencies which work on social issues in society such as Think Public in London. Participatory campaigns are also something he said we should research on which will give us ideas for the next stage in the project.