OUGD401 - Brief Practical Response

After some research on different advertisements and noticing how brands and products are presented in such a way, how the image can be distorted and changed to best suit the consumerists eye, working alongside colour and presentation.

For my practical response, I will take a brand which has been advertised in the most simplistic, not so appealing manor, an advert which presents the brand/product for exactly what it is. I will take the branded product and re create the advertisement to make the product seem much more appealing than what it would be in reality. After creating the advertisement I will present it to family and friends and ask them of their opinion, then finally ask 'would you buy this?' and 'do you think you would enjoy the product?'

I will then have a good evaluation for my response.

For my first practical piece, the brand I have decided to re create is 'ASDA Smart Price', branded products.

 

I am choosing this brand because the design of the logo seems to be the design of all products and packaging. In the sense that there is not much going on as an advertisement product for the brand. The brand is really expressing exactly what the consumer is going to get. Also meaning that there is not real subconscious connection with the consumer when it comes to this brand, which links to my essay when talking about how the brand connects subconsciously and consciously with the consumer. ASDA samrt price branded products obviouslt make the consumer consciously aware of what they are going to get.

For my re design I plan to take and ASDA smart price product image and then redesign the logo which will then follow on to the redesign of the image. At the same time taking what i learnt from my research, by enhancing the imagery on the product packaging to seem more attractive and changing the typeface and font and arrangement of text. I hope to achieve something a little more appealing as a branded product.

Below is the product i have chosen to work with:

First I began working on the product, The original product came across exactly how it was, quite simplistic and inexpensive looking. 

Below is my redesign:

I wanted to keep the design similar to the original product to keep some truth about the reality of the actual product. When redesigning I started with the logo, using ASDA's original name design but then changing the phrase 'smart price' to 'your price', just to give a more personalized looking product that the consumer can relate to, which will attract instantly. Changing the typeface from the modernistic style to 'MV Boli', which is a much more illustrative font with a lot more personality then to finish I applied an attractive old style border around the logo elements to enhance it's image and importance.

The product redesign then came easy, i continued with the same typeface but rearranged as i went along to give a more persoanlized structure to the product. Then to finish I replaced the simplistic boring image of chocolate in the original design and used something much more apprapriate to the product type. Chocolate in the shape of a heart instantly makes the product more appealing than the original.

When I had finished the redesign, i showed it to different people and asked them what they thought and if they would buy the product. The response was all positive, Everyone recognised the brand of chocolate but then gave me positive comments about the design of the 'low price chocolate'. It was easy to see how the new design was instantly subconsciously connecting with their eyes. to them it was an attractive product that they would consider buying

The product definitely gained more positive feedback than the original. Which proved by making small changes to a design, the overall image can be significantly enhanced.

Below is the finished advert for my redesign.

For my second practical piece, I used the idea of the first and decided to redesign a product which originally is costly and comes across as a high quality product based on how the product is imaged and advertised.

I planned to break down the image to something simplistic and dull but keep the name of the brand, then by taking the re design and seeing what feedback I received just to see how simplifying the image of a high quality brand does effect the connection between the product and the consumer.

I will decided to work with lindlt original swiss chocolate bar image. The product comes across as high quality chocolate and is definitely more costly than the product in my first practical piece.

Below is my redesign for the product

 When redesigning the product it was difficult to keep in mind that the re image had to be of less quality than the original as it is quite easy to enhance an image but not as easy to degrade one.

I first started with removing the elements of the packaging which made the product seem high quality, the sections of the image which connected best with the consumer eye. So the gold colour and the italic style text had to go, which i then replaced with a less personalized typeface 'LAO UI', which for this type of product is not the most attractive font to use, however does have some importance/formality. Then I moved on to minimalise the branding of the packaging by removing all of the 'lindlt' brand apart from one piece. 

Finally by taking away borders which gave quite a royal theme to the packaging and replacing it with the royal blue colour which I kept on the image.

I then took my redesign to a few friends and asked them what they thought and if they would buy the product. The response was not as good as it was for the original packaging. Most commented on how the redesign now looks more like a 'cheap alternative' rather than something high quality.

It was easy to see how their reactions instantly rejected the redesign to some degree, because of the degrading work, the product now has a lower quality image than the quality of the actual product.

Below is my the advertisement redesign:

I looked my first and second final redesigns, as advertisements I reviewed what exactly element had the most effect when it came to creating the connection between the brand and the consumer. What part of the design on an ad made the most impact when involved with consumers. Personally imagery is most important, then text and then colour, then following on would be the shape, size, mass of the product. 

So for my final practical piece I decided to take the same idea and alter an the advertising packaging of a product to see the effect it has on the connection with a consumer. However for my final piece I wanted to connect with a different section which is in my essay, where the brand organizes and uses the correct imagery and advertising to connect with a certain type of audience/consumer.

I had the idea of re designing another popular product but advertising it in a way that attracts more of a certain type of consumer.

Below is the product I worked with:

For my third piece I wanted to take attention away from the product and create advertising/imagery and text that would gain more attention. This way I can see how exactly certain elements in advertising can connect subconsciously and attract a certain type of consumer.

For this product I am going to degrade the amount of text on the packaging to put more emphasis on the imagery, then by taking the product and arranging it in such a way along side a playful/appropriate background I can create an advertisement which I can then share with friends and family of different ages to see what response the add gets.

Below is my finished ad:

I sent copies of the image to some of my family, and got back their opinions

Older members did not seem too keen on the product after they had looked at the advertisement, they said that it looked 'too sweet' or 'wouldn't really eat it', however younger members liked the advertisement because of it's more playful setting and theme, and incised them to want the product.

So the advertisement seemed to make more of a connection with a younger generation rather than that of older people. 

From my work and ability to share it with other people I have learnt more about the connection that branding and advertisement has between a consumer. What exactly is forming either conscious or subconscious bonds.