Google http://awards.ycnonline.com/briefs/view/google2011/
Parts written in red are challenges from the given brief
We want you to create an imaginary packaging range for Google’s family of products. You are free to interpret the idea of packaging, and approach format, in any fashion you like.
What is written above is really the only part I must do. The challenge is asking me to create packaging for Google's products and I am able to go about doing this in a way that suits me.
Explore ways to bundle the products as a family (i.e Adobe Creative Suite) but ensure each product is distinct and its purpose is obvious.
This part of the challenge is asking me to make the packaging for each individual product work well together as a bundle for example the Adobe Creative Suite. The Adobe Creative Suite work very well as a bundle together but are very clearly distinct from one and other for example, Photoshop is PS on a blue background, Illustrator is AI on an orange background. This allows them to work well together and compliment each other but are very easily told apart.
You do not need to be exhaustive - but please include at least three of our top products: Chrome, Google Plus, YouTube, Gmail, Maps... and of course Search!
Here the challenge asks me to include at least three of Google's products and that I do not need to do any more than the given amount.
The packaging should inform, inspire the imagination and clearly articulate the benefits of the products.
This challenge asks me to clearly make dominant the benefits of the products on my packaging. The packaging must inform, inspire the audience and make clear what the product is and the features it has.
In addition to your packaging ideas you are welcome to create additional material to bring your ideas to life - such as merchandise, Point of Sale or other retail concepts. This is optional.
This part of the challenge allows me to add additional material such as merchandise, point of sale and other retail concepts such as images, screenshots etc. This would help me in terms of information that will appear on the packaging. This makes things much easier when designing my packaging as it states that I can use other material not just what was given in the download pack.
Outputs
Feel free to demonstrate your ideas in any way you like - flat artwork, videos - it’s entirely up to you. (Although worth remembering that Google will want to share the best ideas online.)This allows me to present my work in my own given way but something I have to take into consideration is that if Google were to present my ideas it would be online, this means my final outcome has to be done so that it could be presented in a professional way online.
Audience
Primary: the mainstream user (you, your friend, your mum) who uses the internet but doesn’t use all of Google’s products.
Secondary: any internet users shopping for Christmas stocking fillers.
This is the audience I will be aiming my packaging at, this is very important as this will effect the overall whole design. Overcomplicating things for example would not be aimed at this sort of audience, it would need to be plain simple and to the point. Another thing to consider is that the packaging needs to be in the form that it could be given as a gift/present "Christmas stocking fillers"
This is the audience I will be aiming my packaging at, this is very important as this will effect the overall whole design. Overcomplicating things for example would not be aimed at this sort of audience, it would need to be plain simple and to the point. Another thing to consider is that the packaging needs to be in the form that it could be given as a gift/present "Christmas stocking fillers"
I think the google brief is more targeted around the advertising of the product rather than the visual communication. I think this because the brief asks that the product must be clear as to what is being sold so from an advertising perspective how the product is designed is going publish the product. The target audience in this case is wide as it is aimed at your general public that use internet and have some knowledge of google.
The Feel Good Drinks Company http://awards.ycnonline.com/briefs/view/the-feel-good-drinks-company/
Brief 1
Create a campaign that communicates 3 simple things: our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. And do all this in a way that is unique, memorable and makes people laugh.
This is one of the two given briefs. Brief 1 asks me to create a campaign that communicates to the audience 3 simple things which are : Our brand name, what our drinks look like and that our drinks are choc-full of natural, tasty, fruitiness. This can be done in anyway from something as simple as a poster to as something more complicated like a video.
Brief 2
We want you to come up with an idea that tells people the facts, so they can make an informed choice next time they’re at the chiller. Can you communicate this in a fun and feel good way?
This brief is quite similar to the first one but is to create a campaign which lets the audience know the facts that their products only contain healthy ingredients and no sugar like alot of other companies have. This company not like many others want us to advertise in a quirky fun way where as many other companies just want simple and to the point.
Creative Requirements
For this work, we’d like you to focus on our small bottle still and sparkling juice drinks. Images of these can be found in the brief’s project pack.
It asks that the main focus is to on the bottled product. Other that creating a poster which helps to make the audience more aware of the company it is more important to focus on the main product as the requirement asks.
Target Audience
16-34 year old adults who are happy to pay a little bit more for a healthy, tasty soft drink that isn’t full of junk. They are an up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games.
This is the target audience. This would be what I would be taking into consideration if I choose this brief. This brief is very focused on the type of people they feel that would buy this drink they give the age gap which is only 18 years but also the personality and perception of the people who may buy this drink, things like this will massively change the whole design perspective of the product and or poster.
Additional information
http://www.feelgooddrinks.co.uk/ any further information can be found at their website and also gives an insight to the type of design the company has.
I found this brief to be based around a target audience over advertising, the company already have designs and a set style so I feel the main basis of this brief is who the packaging for the bottle and who the posters would be aimed at, what are 16-34 year olds going to look for in a poster?
http://www.feelgooddrinks.co.uk/ any further information can be found at their website and also gives an insight to the type of design the company has.
I found this brief to be based around a target audience over advertising, the company already have designs and a set style so I feel the main basis of this brief is who the packaging for the bottle and who the posters would be aimed at, what are 16-34 year olds going to look for in a poster?
Swarovski http://awards.ycnonline.com/briefs/view/swarovski/
Parts written in red are challenges from the given brief
Brief
The aim of this brief is to take the repositioning of the brand to the next level, concentrating on attracting the next generation of Swarovski fans to our fashion collection.
This is the brief of Swarovski. The brief asks to take the brand to the next level and aim it at the given target audience .
We’d like you to creatively demonstrate how you think Swarovski can relevantly and powerfully engage their fashion range with younger UK consumers.
This asks that I show my ideas into how i can help develop and engage my ideas at the given target audience .
Target audience
Swarovski are interested in reaching a new younger audience (20 – 30 year olds) primarily targeting young urban UK females who love their jewellery, like to keep up with the latest trends and fashion, and want to express themselves through their jewellery.
This is the target audience that I would have to work within if I chose this brief. The audience is very narrow as the age gap is only 10 years but it also states the type of females its aimed at, "UK females who love their jewellery" "like to keep in with the latest trends and fashion" this helps with the design ideas and may differ the ideas into when constructing a poster leaflet etc.
This is the target audience that I would have to work within if I chose this brief. The audience is very narrow as the age gap is only 10 years but it also states the type of females its aimed at, "UK females who love their jewellery" "like to keep in with the latest trends and fashion" this helps with the design ideas and may differ the ideas into when constructing a poster leaflet etc.
Creative Requirements
Your work should fit within the Swarovski brand identity, and you can find this here. Should you wish to incorporate it into your work, the Swarovski logo can be found in brief’s project pack.
This requirement asks that my work should fit within the current brand identity that Swarovski have, for ideas visit their website http://www.brand.swarovski.com/Content.Node/home.en.html#/en/aboutus/familyvision
I think the Swarovski campaign is more aimed at the target audience as it asks that you remain inside the current Swarovski design and aim it at Uk women aged 20-30 so this brief will be heavily around the visual communication through advertising.
Marks and Spencer http://awards.ycnonline.com/briefs/view/ms2011/
Parts written in red are challenges from the given brief
Marks & Spencer is famous for innovation, convenience and the quality of its food, and is often the first place you think of when shopping for a special occasion like a party or picnic. Anyone attending a summer event like Wimbledon or an open air classical concert will be familiar with a sea of M&S cool bags brimming with picnic food.
Background
The background on M&S gives an insight as to what to expect from Marks and Spencer and how familiar they are. This is very important to someone if they did not know what M&S are.
BriefYour brief is to create the ultimate picnic pack. It could be themed around a type of picnic or event, or around the type of food included eg. a romantic first date or anniversary picnic, a Spanish picnic, a picnic for an open air classical concert, a foodie’s gastro picnic etc. You should include everything needed for the perfect picnic: food (sweet and savoury), drinks, cutlery, plates, napkins etc.
This is the brief that Marks and Spencer have given. The brief asks to design the ultimate picnic pack, the brief helps as it gives scenarios in which this pack might be used for such as an anniversary or romantic first date but it also states that is must contain everything inside the bundle. This gives the designer much more to think about also what I may be designing for, another thing to take into consideration will the package sizes.
Target audience
We have a wide customer base so you can aim this product at anyone from young, affluent singles or couples, families, older people whose children have left home etc. Consider who your target audience will be and tailor the picnic to that group.
The target audience is very wide as this picnic package can be aimed at anyone you choose. This is an advantage as most briefs have a given set audience but this allows you to aim your design at anyone you choose making things slightly easier for myself.
Considerations The target audience is very wide as this picnic package can be aimed at anyone you choose. This is an advantage as most briefs have a given set audience but this allows you to aim your design at anyone you choose making things slightly easier for myself.
Consider print process and number of colours – all packaging should be printed from a maximum of six colours per item. Consider whether you will use four colour process (plus two specials if needed) or all specials. Bear in mind that M&S is a brand which is known for Quality, Value and Trust and we have a strong eco policy (refer to the Plan A website), so all designs should be true to the brand.
These are all things to take into consideration if I were to choose this brief. These considerations will help to evaluate if the design scheme I have done is to Marks and Spencer style and is to the specific audience chosen. I could also refer to the website for their typical styles.
The Marks and Spencer brief enables me to choose my target audience rather than being given one this comes as an advantage and I could choose an audience that best suits me so I would know what I was looking for in design. Things to take into consideration and in terms of visual communication would be colour as I would have to use the required font that M&S already use. Colour helps to communicate to different audiences and also the occasion, for example red signifies love so the colour red would most likely appear on an anniversary picnic pack.
ESPN http://awards.ycnonline.com/briefs/view/espn/
Brief
Create a campaign that can effectively reach out to the target audience. Suggest the right media to suit the message in order to make an impact. You can consider all of the following; Poster, Print, Radio, Pre-roll, Online Display, Social, Direct, possibly TV inc. fixtures and Direct Response element. Ideas should work within low budgets.The brief asks me to create a campaign that reaches out to the given audience. I must choose the right media in order to give the greatest impact and give the biggest messege. What I need to consider is that I must work within low budgets.
Target Audience
We call this target group ‘Young, Loyal and Connected’. These are men aged under 35 who can’t get enough sport. Mainly they love football but they are also passionate about F1, Tennis, Cricket, Rugby, Snooker, Boxing and Golf. Of all of our target groups, these are most likely to be students and access ESPN through a shared subscription (most likely on Virgin). Young audiences are actively excited by sport. They engage with it and like all sports fans interact with friends around it. Even if they no longer play sports at uni, college or clubs, gaming allows them to vicariously enjoy the thrills of sport and to play along with the football and F1 seasons. If they don’t have access to a subscription, TV coverage is found through pubs, parents and their mates’ houses. Plus now the crucial bits can be found online or on Apps without the subscription. Stats: 88% of them visit sports websites regularly and 44% visit sports apps/sites on their mobile phones. Media choices: E4, Sky3, twitter, guardian.co.uk, myspace.com, facebook, YouTube.This is the target audience for the ESPN campaign. Here it gives the new age in which they which the campaign to be aimed at and the sports in which they may enjoy. The target audience also gives so vital stats and facts to help with the design process and is also something to take into consideration.The ESPN campaign will be highly about the visual communication as it states in the target audience given above. Some of the issues within the advertising is that there will be a strict style as i would have to stay within the current ESPN style without having to rebrand it.
In conclusion to my analysis of 5 briefs I have chosen to go with the Google packaging campaign. The reason for choosing this campaign is simply because it stood out to me the most and I felt that I would do very well in this brief. I wanted to pick a brief that complimented my strengths in order for me to get the best outcomes, I have some experience in packaging design and it was also something that I thoroughly enjoyed. I also like Googles style, I find their current style to be very simple and to the point and they also like the idea of having space.
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