After the final practical crit two idea where suggested to be taken forward and developed more, this was the YorkshireToATea filter campaign and the tea test campaign. Feedback was (if there is time) to develop both idea into print and physical version then to judge which to use as the final idea.
The crit agree that as the campaign have be built for digital design, social media platforms, the physical aspects may not be successful to exclude this the development of both will explore any potential issues . If one does not, the other idea should be taken forward.
DO THE IDEAS WORK AS PRINT/TV/BROADCASTING ADS?
CRIT FEEDBACK FOR THIS IDEA
-develop the design more
-make it apply to the different channels
-see how it can be distributed physically (could have issue)
-built it around the brand asthetic more
-make it have it's own design identity but similar to brand style
-make it less digital, doesn't fit with the background style of imagery
-make it more human, less digital
-the design needs work
-good concept
-very judging, my dad does it, annoys me a bit
-needs to look more profession
- try a different shape?
NEW SHAPE EXPERIMENTS
 |
| TAKES INSPIRTION FOR INSTAGRAM STICKERS SHAPE, STRESS LEVEL STICKER |
TYPE
Currently the design is very digital, there is no human type or human aspect to the design therefor hand drawn/created typed will be tested to see if this adds a more personal informal touch. This is a humorous idea, but current the design doesn't express this to the audience therefore this will be experimented.
hand drawn experiments
online typeface ideas
Test 1
FEEDBACK
-makes it more human
-the black box works best
-the red box blends in to much, the black and whit break the grid to drawn attention
-hand type is good, and this one fits
-i prefer the digital type
-maybe change the order of the colours? looks to much like a gradient than measuring scale
-i don't recognise it a yorkshire tea with the new type as much
Overall this design strays always too fare from the box and the companies design, the campaign need it's own identity but as it's being post on social media the size might be reduced. This was feedback by the crit, therefor this need to be changed.
As for the Instagram and snapchat stickers these have to work very small, the brands branding need to be recognisable from the image and at this smaller size. Currently the text represent the campaign branding rather than the brand style, it could cause mixed messages, research shows this need to be changed.
The sticker, even small needs to advertise the brand so when it's shared it raises awareness, this means the outcome need to look similar to the brands box and branding as to reflect this when shared.
MAKE IT SIMILAR TO THE BOX
APPLY CRIT IDEA
It was suggested in the early practical crit that the idea should be 'queen approved', or should link to the colours from the H.M British Tea Colour Chart. The group felt this idea would make the audience want to join in more, challenge the queen style of activity.
After studying the box image, it can be seen that the current box has approved by the Prince of Wales on the top. For the purpose of this idea this could be substituted with the Queen's seal and changed so the design fits with the idea suggested but also stick to represent the box image more clearly.
 |
| Colours have been moved as suggested in crit, breaks up the grid more, looks less formal/more playful |
The text combines the colour source as well as include the queen seal.
As the queen colours are now being used to fit with the 'Queen's Test' idea, the colour name will have to fit with this. The name need changing so they follow the H.M British Tea Colour Chart, as most of these are also humous name it fits with the first idea of the brief as well, THE FUNNIEST WILL BE SELECTED.
TYPE EXPERIMENTS
fits with brand 'TAYLORS' typeface, sticks to branding
Links to text on the cover of the box packaging, appears slightly too much like children book text/to immature for the target audience
 |
| NEW COLOUR IDEAS, THE FUNNIEST FROM THE H.M British Tea Colour Chart |
As the concept idea has changed the name now needs altering, as Tea Test doesn't link the idea to the Queen. The slogan needs to be applied to the box, but also follow the brands slogans and current promotional work. Brand research focused on the importance of a 'proper brew' being their selling aspects, this will form the basis for the campaign to portray the brand aims.
slogan ideas -
whats the current slogan? confusion due to mixed messages
Link is Proper, this needs to be included
stick to branding / hard to read
As this idea is approved by the queen, research into how to apply her style and brand to the box will be conducted.
add queens signature?/draw in her typeface
 |
| digital version of her signature |
unreadable/unclear who signature it is, needs to be more obvious for the audience
As the signature is illegible smaller, the typeface used to portray royalty in a different manner. The typeface need to link to the queen, and her stamp of approval whilst standing out against the brands style and design.
Classic British Typeface Test (Baskerville and Times)
Doesn't stand out, cannot be read from afar. Due to the simplicity of these typefaces at the smaller they do not stand out. The type need to grab the audience attention at the smaller size so it's noticed by the audience otherwise the concept is lost, whilst also being thicker as to be more readable in photos/over the site.
Historic Typeface Test
These typefaces do draw attention more as they contrast the simple over type styles. Whilst due to the historical references and representing bank note style type that reflect the queen aspect. But are they too decorative? Is there not too much going on?
TOO MANY TYPEFACES?
WILL IT BE READABLE THIS SMALL?
IS THE TYPE TO DECORITIVE?
FEEDBACK -
NOT TO MUCH AS IT THE BRANDS TYPEFACES REPEATED
TYPE FACE FITS WITH THEME
LOOKS BETTER NOW THE COLOUR ARE MESSED AROUND, LOOKS LESS FORMAL / PERFECT
SMALL TYPE LOOKS BETTER
HER MAJESTY IS TOO MUCH WHEN THE TYPE IS DOUBLED
THE TYPEFACE IS TOO MUCH, IT FITS THE THEME BUT IT'S NOT CLEAR OR READABLE
FIND A SIMILAR YET SIMPILER TYPE?
editing text to appear as logo. The logo is bebas neun with some corners slightly edited, this need to be applied to the other text.
NEED TO INCLUDE HASTAG
(needs to be in the same place on both sides)
still hard to see, needs to be obvious
FINAL DESIGN
PRINT TEST ONE
is it readable?
can the text be read when photographed?
is there any issues?
text can be read
logo and hashtag readable as well
FEEDBACK
'Colonel mustard colours might be too yellow for tea'
'Experiment more with the tea colours, as my tea isn't really any of these'
'looks good with the Majesty party'
'Represents the brand well overall, like it's obvious it's Yorkshire tea'
'maybe move the back image around abit, it's just a view of a wall on the left side and the sheep is cute'
'yeah play around with the back image'
'looks good overall, it's a good size compared to teat cups'
'when it's printed the colours change, they look unlike tea colours now'
MADE SO THE IMAGES INCLUDES THE SHEEP AND THE CRICKET GAME
 |
| USED A MORE ACCURATE VERSION OF THE CHARTED |
 |
| ISN'T AS FUNNY |
HOW DOES IT APPEAR PRINTED?
-MORE ACCURATE COLOUR SCHEME
No comments:
Post a Comment