researching graphic design problems
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TRANSCRIPT
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GRAPHICDESIGN Research ing a
Prob l em
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HOW TOIDENTIFY THE PROBLEM ...
ClientTe l l s You
Your ownResearch
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THEBRIEF
THE 4 W’SCreative Brief & Design Brief
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WHO?
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WHAT?
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WHEN?
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WHERE?
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WHY?
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AUDIANCE
JOHN
BLUE COLLAR WORKER 9 -5
WORKS 40 HRS
MIDDLE CLASS
MASCULIN, LIKES KEEPING ACTIVE, ENJOYS WATCHING AND PLAYING FOOTBALL
ENJOYS WEEKEND FREE TIME WITH FRIENDS & FAMILY
FATHER OF 2 GIRLS
CREATE A PROFILE, & MAKE IT PERSONAL
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RESEARCH ONLINE & OFFLINE
Observational Resaerch & Focus Groups
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FRAMINGMASLOW’S HEIARCHY OF NEEDS
What are we appealing to?
http ://c i t e l i gh t e r - ca rds . s3 .amazonaws . com/p17j1fp5oc j2 l1f0v1pq7oi102k0_25697. jpg
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USP UNIVERSAL SELLING PROPOSITION
THE SELLING POINT
LAUNDRY DETERGENT
BRAND 1StrongerEliminates Stains
BRAND 2SmellsGood
BRAND 3Enviormentally Friendly
1 Product • 3 BrandsWhat Makes Them Diffrent?
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VISUALIZING & SORTING THE RESEARCH
http://outofmonotone.files.wordpress.com/2011/02/com14.jpg
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CONCEPTING & MAKING THE TOUGH DECISIONS.
MOOD BOARDS
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Research • Collect • Absorb
Catagorize • Visualize • Edit
Rest • Incubation • Let it soak!
Review • Analyze • Ideas will start to bubble/boil
Concept
RESEARCH PROCESS SUMMERIZED ...
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ASSIGNMENTChoose campaign , deconstruct, analyze & write their creative brief.
ANSWERING THE FOLLOWING :
Who ? Name the client give background info. their history, competitors, price range, what they sell or offer...etc.
What? What makes their product or service unique? What was the USP for your choosen campaign?
When? When did the campaign run? Did this make a diffrence in success of the campaign?
Where did the campaign run? What media did they use? Why do you think they ran the campaign through choosen media.
Why are they advertising? What was the problem tha they were trying to solve?
Their audiance? Give a specific/ personal profile. Age, occupation, hobbies, gender...etc.
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