Design for AdvertisingDeveloping, producing and evaluating

Music energy drink :The energy drink would be completely focused around music and giving the audience the energy they need to watch gigs and attend concerts and festivals and have a really similar audience to something like relentless. The packaging would use fairly dark colours with a white font for the text and the logo/brand name, the can itself would be black and then some colour would be used in areas of the can, the colour dependant on what flavour it is. The drink would sponsor a variety of different music festivals and concerts supporting both mainstream and alternative artists and bands offering it to a wider audience. It would be aimed at a younger audience starting at 18 up to around 30 as this is typically the kind of age range likely to go to music festivals and gigs. It would be very high in energy and caffeine in order to give the audience energy whilst going to the gigs and festivals in order for them to stay up later. The drink will be aimed at both males and females as the packaging is fairly gender neutral using a mix of colours, this will also work as being aimed at both genders due to the wide audience that festivals and concerts appeal to. Sports energy drink: This drink is solely focused on sport and giving the target audience the energy to work out and compete in different athletic events and sports games. The target audience will be aimed at just men and this will be made clear by using stereotypical male colours such as blue/green/black/reds, it will also be made clear by the advert and the people that represent the drink as the face of the brand will be a male sports player that it very well known in the industry which will help to focus the audience at men. There won’t actually be a specific age range in which to drink this drink as many people want to keep fit and use sport as a way to do so, so there really isn’t an age that should be cut off to use this to help you. The packaging will be a block colour of either blue, green or red and use a black font in a very block, bold font across the side of the bottle. Organic energy drink:This drink will be aimed at a largely female audience as keeping organic is something that is stereotypically linked more with women, the packaging will show the target audience as it will be white with a light pink font for the brand name. The packaging will state that the drink is extremely beneficial and will include lots of nutritious ingredients that is all natural and organic. The font will be in a calligraphy style font which is typically more feminine so this will match the target audience really well. The age is open to a really wide range as it isn’t specifically for a particular activity or reason it is just away to get energy naturally instead of using lots of artificial flavours and caffeine. Sports & organic energy drink: This will be a drink focused on sports and helping people gain energy when exercising and competing in sport events, however this will be different as it will also be organic and use all natural ingredients. The drink will be revolved around fruit and fitness featuring fresh fruit juices mixed with organic and natural ingredients aimed at giving you energy. The drink will be linked with many famous and well known athletes and also non famous people that enjoy sports and going to the gym and will be shown on the advert. The famous athletes will be drawn on each of the cans competing in their sport and the packaging will be white with the drawings in black with strips of colour running through them, the colour will be dependant on the flavour of the bottle.

Initial Ideas

Mind map(s)

Mood board(s)

I want to show famous athletes that can inspire people and have them drawn on the bottle doing their specialized sport as a way to show the kind of drink it is and who it is aimed at. These are people that aspiring athletes will look up to and also just people that enjoy working out and keeping fit as it can work as motivation.

I am going to use a handwritten style font for the first word of the brand name as this is revolved around the organic/healthy side of the drink so I think this should look a little softer and not as harsh.

For the word ‘fit’ I want it to be really bold and much different to the first word as this is symbolizing power and strength that the drink can give you. I liked this one as it’s a little different and shows pattern in the font meaning it won’t be too plain like many can be.

Mood board(s) The drink will be really well linked with the sports industry and there can be limited edition cans especially focused on sporting events happening at that time, e.g. Olympics or Tour De France. These cans will feature drawings of the actually events and symbols to represent them, like the Olympic rings.

There will be drawings that will be printed on to the cans of various athletes and sporting activities. There also may be drawings of fruit in a really small size around the can with the same effect of running some colour through the drawing. The actual drawings will be done in black or a dark grey to make them stand out a lot more against the white background of the packaging.

As the drink is also focused on being as organic and natural as possible for the audience as well as being used as a sports drink it will also have some text explaining that with every 10 cans sold they plant a tree in areas that have suffered de-forestation to show the things they do for the environment which relates to the organic side of the brand also.

Sponsorship with athletes and sporting events

Copy/Script developmentNames : • HarmonyFIT• VitalFIT• Vital Energy• PrimeFIT• ECO Energy– organic sports energy drink focused around fresh fruit juices combined with all natural ingredients with an extra kick of energy. It will be focused entirely around sport and trying to keep organic and use natural ingredients and everything including the advert and logo will involve these themes. The themes will be made very clear as I am going to put drawings on the packaging of sporting events and various famous athletes also. There can also be limited edition versions of the drink available featuring drawings of the latest sporting events that are going on, for example the Olympics and Tour de France. As the organic aspect of the drink is also a main focus I am going to ensure this is made clear by putting the beneficial ingredients on the packaging to make it stand out and also to appeal to the right target audience and also there may be small images of the fruit that is in each one around the bottle. Another key aspect is that for every certain amount of bottles sold, a tree will be planted which shows the organic side of the brand as it is helping the environment as well as the consumer with each purchase which is a selling point that people will take notice of as it also acts as a persuasive factor also. The target gender is definitely both as I am going to keep it very gender neutral with a mix of different colours and different fonts will also be used for the two different words in the drink name. I think that the sports side of the drink will stereotypically appeal more to the male audience and the organic side more to women as this is generally something that each gender will be more appealed to. The age of the audience won’t actually be specified or made really obvious in anything I do as I want it to be open to a wide audience, however typically you do find a younger audience actually competing in sport as they are more able to do so, meaning the drink could be aimed at a slightly younger audience.

Flavours:* Tropical mix,* Berry blast,* Apple ‘n’ Mango* LemonLime* Orange Punch Slogans: ‘Gives you energy, naturally’ ‘Keep prime. Drink PrimeFIT’‘Keeps you fit, naturally’‘Raise your game. Drink Vital Energy’

Copy/Script development

Colour scheme – packaging:Each bottle will be matte white with drawings of different sporting events and famous athletes done in black. Different colours (depending on the flavour) will run through the drawings. I want the colours to be really bright as the rest of the packaging will be really plain and neutral to the colour really needs to pop and catch the attention of the target audience. I may also include really mini drawings of the fruit that is in each of the bottles with the same idea of making it black with the colour running through it, as this is another way to introduce more colours in to the design of the packaging.  Tropical – yellow/orangeBerry – purple/pinkApple ‘n’ Mango – green/orangeLemonLime – yellow/greenOrange Punch - orange

Advert:I really want the advert to be something you actually want to watch instead of it just coming on and no one really paying any attention to it. To do this I am going to include music running through the entire advert by an artist or band that is well known by all music lovers. This can be classed as a form of star power as it involves using a celebrity as a way to advertise and promote the brand and the drink which will draw much more attention to it as it will become something people really want to buy as a result. I want to also have lots of athletes, not necessarily famous or well known drinking the drink and video clips of sporting events and people exercising also. I could then show some form of nature in really short clips mixed in with the others, this could be for example a tree growing in a sort of fast forward motion so you get to see what we will do for every sale of the drink which might work well. This is also something that shows the organic and environmentally friendly side of the brand which people will be attracted to. I also want to show each athlete drinking the drink and then one at the end saying one of the slogans I have created, possibly a famous athlete saying the slogan as this acts as star power and will mean that the target audience can see someone who has got a good career out of sport drinking the drink and advertising it to them. I would like the poster to be revolved around sport also as I want to design it with an image of a sporting event, use a white font and then strips of bold colour just like on the packaging as I think that this is much more interesting and will stand out a lot more also. Another thing I want on the poster is for it to sponsor different sports events and advertise them as well as the drink, to do this I would have images of the event or possibly a collage of images of different events in a Polaroid style and then the drink in the centre of the page to keep focus around the drink whilst advertising these events as then it can appeal to the right audience. There will also be a note somewhere on the page stating that the paper is recycled and that the brand plants more trees after a certain amount of bottles have been sold.

Font/Colour Scheme development : first word of brand name – handwritten style

I like this style of font for the first word as this is going to be about the organic side of the drink so I want it to be much softer and much less harsh like the font for the word ‘FIT’. The handwritten style of the font links with the format of having drawings of the athletes on the cans as it gives this style consistency whilst still showing the theme of sport.

I really like this one in particular as it looks like a handwritten style font which is something I had wanted and I also really wanted something that wasn’t too thin and still bold so it’s eye catching. This one seems to be a perfect mix of the two which works really well for a sports drink.

Font/Colour Scheme development – second name (bold)

For the word FIT I want the font to be really bold as it highlights the style of drink it is and links with sport and fitness really well. Having a bold font symbolizes power and strength which also links with sport and exercise. Some of the fonts I picked are slightly distorted which I really liked as it makes it much more interesting and eye catching for the target audience.

Font/Colour Scheme development

Tropical Mix Berry Blast Apple ‘n’ Mango Lemon' Lime Orange Punch

I really want to introduce some bright colours in to the packaging as I plan on having white packaging with some bright colour running through it, these are the kinds of colours I will be using…

I really like this style of colour scheme as it covers a really wide range of colours so it can appeal to a wide variety of people and also really helps to make it more gender neutral which is something I aimed to do for my drink. As the colours won’t be used across the whole bottles packaging and only used slightly through the drawings it won’t be too much which helps it link better with the audience and to both genders.

Font/Colour Scheme development – matching the fonts together…

I really liked the use of some of these fonts as some worked really well in my opinion with the matching of the genre of drink I am targeting at. I also really like the one above reading ‘prime fit’ as I think that this matches the genre of sport really well and also isn’t too bold so that it doesn’t suit the organic side so this is definitely a possibility for the final pick. This follows a sort of mix between handwritten and a bold font which is exactly what I was looking for.

I think that some, however did look a little like they were more suited to a gaming drink perhaps as there is one that looks as though it has a glitch which fits perfectly and then another that I think has the look of being really computerized making these two really well suited to a drink based around gaming.

Product packaging development

I had wanted to test out both a dark and a light background as I had initially planned on using a white packaging, however I did actually find this a little too plain and not as interesting or bold as the grey background. I feel that the grey also helps the colour be much more bold and stands out much more which I really wanted in my design.

I think I actually prefer the grey background as this seems to make the colours seem much brighter and bold. I really like the idea of having an athlete on the packaging also as this will help to target the audience more specifically. I will also be using the heading like the ‘berry blast’ example at the top as I like the paint effect that I added to it.

Task 6: Advert Development

I have used various images of athletes on my practice adverts which I had originally planned to do, I do really like this idea, however I could also possibly try out just using one of the images instead of having a variation of different athletes. The colour of each advert will change depending on what flavour the drink is, for example, the bottle I am using for this particular advert is lemon ‘n’ lime so the colours I will use on the advert are all linked with these flavours For the main heading I have decided on this style of using the font I had picked earlier on in this process and then using the paint tool to draw over it in a bright colour that links with whichever flavour of drink it is. This adds a dash of colour without it being too much and too over powering, I would change the colour with each different flavour on the poster. For the background colour I have decided on using a dark colour rather than white like I had practiced with on my packaging design as I feel white might look a little too plain and simple and the darker background also helps to bring out the brightness of the colour.

I think for my final advert I am definitely just going to use one athlete as it makes it much more of a focus and also leaves more space for the image of the product and any other text I may want to add. Adding colour to the images actually worked really well on some and then on others not so much so this is something I am going to have to try out and see what looks best and which I prefer. I want to make the fact that it’s organic much clearer as this is something I haven’t done yet and it’s a main aspect of my product so it needs to be main clearer.

Something like this would really help to develop the organic side of this product as it highlights the eco friendly aspect of the brand.

Task 6: Advert Development

I tried out using a darker colour for the background as I had wanted to see how much of a difference it would make and also if this is something I would want to do on my final advert. I think that I actually prefer the grey colour for the background as it doesn’t seem as harsh.

I used just one image of an athlete for this one as this is something I had wanted to experiment with on my advert development. I think that this could definitely work really well on the packaging of the product as it’s more focused on who the audience can look up to and who they may aspire to be like. I really like this idea of only using an image of one athlete as I think it will give more room for other things I may want to add to the advert and also gives more space for the image of the actual product which should definitely be a main focus.

I then used the line of text with the athletes name as this just highlights who the athlete is and also adds to the star power of the advert as it shows a kind of sponsorship with the athlete and that they support the drink and recommend it.

This is something I am definitely going to be doing on my final advert design as this is something I included on my packaging also so it brings consistency to the product and also helps to show the athlete. This will be especially essential on any limited edition cans that could be produced as it would be a way to promote new comers to the Olympics for example.

Task 6: Final Advert

Task 6: Final Advert

Overall my final advert has matched up to many of my first intentions as I had wanted it to be very clear that it is was both organic and also for sports as these were the two main aspects of the product that would draw in the right target audience. I used Photoshop to create the advert and used the font and paint tool to create the main heading. I had chosen my font from dafont.com after doing my initial research and then used the paint tool in the colour that matched the lemon ‘n’ lime flavouring of this particular bottle and ran a small amount of colour through the letters giving it more of a handwritten style which is what I really wanted to do at the start of the project. I haven’t actually seen this kind of style on the market already which is why it is something I really wanted to include as it makes it stand out from the rest. This is the same with thetype of drink I had chosen as I hadn’t seen many sports energy drinks that also offered organic and natural ingredients apart from one which was the brand ‘powercoco’ which I had done a lot of research on. I took some of my inspiration from this brand as this is one of the only ones I had found that followed the same style as mine. I liked that they has an NBA player as their vice president as he acted as a face for the company and they also had many otherathletes that would be influential to their fans and draw a larger audience To the product. After only finding one other drink I decided that this styleOf mixing both organic and sports together I decided this would be my chosen drink. The use of font was really essential when creating the wholeproduct as I had wanted to but the name of the drink really big across the advert so I took time testing lots of different fonts and colours. I chose thisFont in particular as it has the hand written style I had originally wanted,However its not too feminine and remains unisex unlike many of the otherHandwritten style fonts I had seen. This seems to be really bold and standsOut across the front of the advert which is what I had been looking for.I think the overall look of the advert shows the type of energy drink and

Task 6: Advert Evaluation

also that it is really aimed at competitive sports as on each of the posters I have included a different image of an Olympic athlete as this is someone that people can look up to and a way to aim to get where they are. After testing out different styles for my advert I had decided on just using one image of an athlete as this draws more attention and focus to one particular sport and gives the opportunity to use lots of different athletes on each bottle which I find much more interesting. This also gives much more space for the other things on my advert as I needed space for the slogan, name of the drink and the actual image of the energy drink as this needed to be a main focus for my advert. So by cutting it down to just one image it really helps to develop on the rest of my advert and have much more on it. I could definitely further develop my final advert as I really want a way of incorporating some colour in to the image of the athlete to brighten it up as at the minute it is in black and white, meaning it doesn’t draw much attention even though it is a key aspect of my design. I do prefer the image of the athlete in black and white which is why I had left it as it is as I thought having it in colour was a little distracting and didn’t blend well with the other use of colour on the advert as I was trying to stick to using a colour scheme that matched each of the flavours. I could potentially use the paint tool, once again using the colour that matches the bottle on the image of the athlete as this would add a small amount of colour without being too much and it would also mean that it would link in with the colour scheme in use. I did actually try this out on some of the practice adverts I had done and actually found that it was quite hard to blend it so it didn’t look too out of place and messy. I also found that it worked really well on some of the images of the athletes and then not so well on others. I would also add some more detail regarding the fact that it’s organic as I really wanted it to be extremely clear and obvious. However on my advert I have kept it fairly simple and only included the name, the slogan and the name of the athlete on the advert so there really isn’t much other detail. I could also potentially continue the ‘organic’ and ‘energy’ text across the whole page as I only focused it on the top around the heading. This could help to make it clearer that it is an organic energy drink as well as for sport. This is something I saw on a lot of the organic and organic/sports energy drinks already on the market as they really advertised the fact that they were organic and one brand ‘white tiger’ even showed they were fair-trade

Task 6: Advert Evaluation

approved on the can and also on the adverts that I looked at. This can draw many more people in as it’s something that can make people feel it is a much better option that some of the other drinks on the market so it really helped to persuade. If I could develop my work further I would definitely incorporate some more facts about the nutritional benefits the drink brings as this is a key selling point for the drink and can help to show the organic side as well as the sports oriented aspect of the drink. I had first decided on using the same font across the whole advert as I wanted it to be really consistent and I also really liked the font that I had picked and thought it worked really well with the style of drink I have design. However whilst developing my advert and improving certain areas of itI then decided to test out some other fonts for any of the other parts of text on the page to see if it would work well. I actually really liked the final look when I had changed it to a really simple and basic font as itseemed to bring out the name of the drink much more and make this much more of a mainFocus which is what I had Wanted. I also kept the ‘prime fit’ name in the slogan in the same original font as I wanted this to also stand out from the rest of the text on the page. I have kept all the athletes namesin the same font also as it makesit much bolder along with the bright colour used, it also drawsmore attention to the image Which is a main focus of my design as it links with sport.After initially not having any

Task 6: Advert Evaluation

other text apart from the heading, athletes name and slogan I then added the small line of text at the bottomof the advert as I had found that I hadn’t made the fact that it was an organic drink very obvious and clear apart from the ‘organic Energy’ text at the top. As a result of this I decided to add this line of text as I had first planned to in the idea generation stage of production. This simply states that for every five drinks sold a tree will be planted, this just helps to get the organic aspect of the drink across and shows the environmentally friendly side to the brand, which is something many people will look out for. This issomething I had seen when researching other brands as I found several organic energy drink brands that made it really clear on their packaging, however didn’t make it as clear on the advert. This is something I wanted to avoid as I wanted it to be really clear what style of drink it is, it also is a key selling point as for a lot of people the brand being organic and environmentally friendly is something that will persuade andencourage them to actually buy a product. I would really like to continue to develop on my advert as I had originally planned on ensuring that lots of text relating to the beneficial qualities of the drink would be shown as I wanted the advert to be really eye catching as well as being informative about the type of drink it is and what the ingredients and calorie count it is. This is something I didn’t include in my advert as I thought it may look as though there’s a little too much writing and I didn’t want it to look overly formal with lots of text. I think an option in development could be to add really small bullet points of information in a way that still makes the advert look intriguing and of a high quality visually without looking really boring with too much text. This could be written in the colour that matches the flavour as this would just help it to stand out against the other text, or it could be put in some form of shape to make it a little more interesting. The shape could be put in the colour of the flavour or the text could have the same paint effect as the main brand name text. I had first planned on having the images of the athletes done in a sketched/drawn style and then had colour running through them as I though that this would link really well with the main heading at the top of the advert, I had tested this out

Task 6: Advert Evaluation

and really liked the effect it had given on the image, this is something I would really like to try out on my final advert. I think this gives it more detail and makes it look much more unique than some designs that are already on the market, the only thing that could be a disadvantage of this style would be that it would be much harder to tell who the person is as you loose some of the detail in a drawing. I think that my final advert is fit for it’s purpose overall as I have ensured that it clearly shows the product and the brand name which are two of the main things that needed to be seen on the advert. I also ensured that the target audience was made as clear as possible as I wanted it to be really obvious that it was a sports energy drink, I did this by the use of the actual brand name as the word ‘fit’ does give connotations of sport and also the organic side of the drink as it gives connotations of things such as healthy living. The brand name was made really big across the top of the advert and then the words ‘organic energy’ were repeated across the top also which links in with the style of the drink and appeals to the right target audience. I then used the image of the athletes on each advert to show the sport side of the drink and to act as motivation and someone to look up to as my drink is focused around competitive sports and athletics. The small line of text at the bottom of the advert then links again to the organic factor of the drink as it states that for every 5 drinks sold a tree will be planted so it means that both the organic and the sports side of the drink are met. This gives a clear target audience and makes it obvious as to what type of energy drink this is, this is something I really wanted to be made clear and apart from some adjustments that I would want to make in further development I think that I have fit the advert to it’s purpose regarding the target audience. I made room for the image of the product so that it could be much bigger a little more eye catching as before in my first few drafts I hadn’t considered the layout as well and didn’t leave that much room for it, however I then changed and adjusted certain areas which I think now makes it fit much better for it’s purpose as the whole point is to attract the target audience and encourage and persuade them to want to buy the product. Actually being able to see the product definitely helps as in many advertisements already on the market now don’t show you which I found when researching, this actually puts people off in my opinion as they are only seeing the brand name and not really given any indication as to what it looks like. I think that the slogan also helps to persuade as I went for ‘Raise your game. Drink prime fit’ which links in with the sports aspect of the product as sports are often referred to as ‘games’ especially when considering the Olympic games for example. In the production stage we weren’t able to produce a flat plan which is something that can

Task 6: Advert Evaluation

sometimes help when organising the layout and choosing what looks best and where to place everything. However even though we missed this step in production, I didn’t feel that it effected my work in a negative way at all and I felt that I still was able to organise and plan really well with practice and testing out different variations of the layout, colour and text. I think that there are definitely some areas that could be in need of some further development as I would have really liked to have made it clearer what benefits and nutritional facts there are with this product as this is something that could draw more people to the energy drink as they can see why they should buy it. This would also be a factor of persuasion so I think it could have worked really well, especially if I had designed it so that it fit with the colour scheme and style of the rest of the packaging and the advert.

Task 6: Advert Evaluation

Task 7: Product Development

I first had the intentions of using really drawn looking images of athletes as I like the look of it being sketched rather than I proper image. I felt that this matched the style of the name of the brand really well as this is in a handwritten style font with the paint tool used across it also. I then decided to add some colour using the same paint tool method on the images of the athletes which worked on some, however didn’t look as good on others. For example I preferred the look of the image below rather than the yellow one in the top corner. I also chose to try this out on images of fruit as I had first planned on including small images of fruit on the packaging.

However, after testing this method out on the images I found that it wouldn’t work on all the images I had chosen and it became quite time consuming. I also decided that I didn’t think the drawn sketches of the athletes were working as well as I had wanted and they also weren’t in very high quality meaning it brought the overall quality of the can down also. I felt that this style was going to be too hard for the target audience to actually know who it is in comparison to using images which would be much easier as there is much more detail.

Task 7: Product Development

After my decision to not use sketches of the athletes I then had to test out using proper images and I actually found that these seemed to work a lot better, I also tried some more detailed drawings like the one below instead of the really sketched ones that didn’t really show any detail as to who the athlete is. I put the image in black and white and on this one I didn’t add any colour as I found it contrasted quite well with the brightness of the other colours on the page.

Here I had been using a white background as this is something I had planned to do form my first ideas and planning stage of the project. However I did find it quite boring and maybe a little too simplistic as it needed to make people look at it instead of blending in. I then went on to try a grey background which I really preferred as I felt this made the colours stand out a lot more than they had on the white. As you can see above I had used a really dark grey and this is something that I stuck with as I developed further.

Task 7: Product Development I had initially stuck with the same font across the whole packaging as I really liked the handwritten style I had found as it worked so well with the brand name. However I did also want to try out something different as this is all I had seen, I wanted a font that wasn’t particularly different or exciting as I wanted it to be really readable, especially for the smaller parts of text.

I changed all of the fonts apart from brand name, nutritional info section and the name of the athlete as these were key areas of the packaging that I wanted to draw attention too.

I changed the nutritional information from the template I had been using previously, it is now suited to my actual drink.

I also added a recycle logo and also the fair-trade logo to show the organic side of the drink.

I really liked this font in particular on my design as I think it makes it much more interesting as if I were to use the same font on this also it may come across as slightly boring.

Task 7: Final Packaging

Task 7: Final Packaging

Overall I am really happy with the final packaging for my energy drink, the technical qualities when producing it include how I actually made it so for my main brand name across the front for example was made from the font I had picked from dafont.com and then I used the paint tool over the text to give it a handwritten look as this style of writing is something I had planned on including right from the start in my initial ideas. I also used this same idea on the smaller text for the ‘nutritional info’ heading on the side of the can and then on the advert too as this just adds consistency to the brand which makes it stand out a lot more as it becomes something the brand is known for. The packaging took a lot of developing as I swapped things around and made constant changes throughout production to achieve the final look I wanted and I also still think I could develop it further making small changes to certain areas. I wanted to include an image of an athlete, however I had originally wanted a sketched drawing but after thinking about whether this was going to be easy to tell who it is I opted for a proper image. All I did was cut the image out using the lasso tool on Photoshop and I then changed it to black and white and darkened it up a little using the curve tool as I wanted it to be really defined. For the top border I felt my design was lacking detail and also colour so I used the rectangle shape tool to create these really small square shapes and duplicated these across the top of the can design, I then used the colour overlay option to choose the colours that matched the flavour of the can I was using for this particular design. The technical aspects of my design also includes the actual process of putting my design on to the can and seeing if it was going to work as it could have showed a lot of faults and mistakes in my design that would make it unrealistic if it were actually produced. To do this I first saved my design on Photoshop as a JPEG file to lock in all the different layers together, I then used the rectangular marquee tool to select the area I wanted to paste on to the can image. I then copy and pasted it on to the can image and used the lasso tool to cut out the areas that wentoff the sides of the can after I had resized it to fit the can. Lastly I used the multiply tool to blend the can image and the section of my can together to give the final look of the can. I think I did this quite well as I wanted it to look as realistic as possible, to help achieve this I then used the warp tool to bend the corners of the image round the can to give the impression of the design curving round the can. However it was quite hard to get the

Task 7: Packaging Evaluation

design in the exact position without cutting a lot of it off so some details are missed out like some of the letters which couldn’t fit in to the can. I wanted my design to look as realistic as possible so I felt that adding the small details like the barcodes, fair-trade logo and the recycle logo was essential. To do this I found the image I was looking for on the internet and then used the lasso tool to cut round it and the magic wand tool on some of them and fit it to the size I wanted. This also increases the quality of the aesthetic qualities of the can as it makes it look a little more realistic and also adds some more detail to an area of the can that would have been lacking before. I really like the final look as I think that it matches it’s purpose, however I do think some slight changes could be made to make it a little better and also to show the target audience in a more specific way than it has been shown currently. I like the final fonts that I have chosen as this is something that I changed and adjusted fairly late in to production as it wasn’t something I initially thought of changing. I firsthad all the font apart from the text that shows the flavour the same as I wanted itto be really consistent throughout the design. I really wanted to test another font out just to see what I thought about it and to see if it’s something that I would keep, but I did want something really plain and readable as this was something that the previous font I had wasn’t. With the previous font it became quite hard to read, especially if the font size was much smaller which I needed to do for theingredients and the slogan. The contrast in font now makes the brand name standout a lot more as it I something a bit different from the rest of the design. I also wanted an image to be a main focus on my can design as the whole drink is based on sports so I felt that including some form of image of an athlete could work really well and help to show the type of energy drink and who the target audience is much easier. I think that the overall appearance of my design on the can did turn out well as I was slightly concerned that the image was going to appear stretched or not stand out enough, although I do think it could be a little bolder with some added colour it doesn’t completely blend in as I had used the curve tool in Photoshop and darkened it slightly to add some more

Task 7: Packaging Evaluation

definition. I would definitely like to further develop my work as I think there are some little improvements and adjustments that could be made. I would like to possibly add some colour to the image of the athlete as this is something I had originally planned to do in my initial ideas as I had wanted to show quite a lot of colour in my design to draw the customers eye. This is something I could try out to see if it’s something I would do for my design and if it’s something that’s actually going to look appealing as when I was first planning and testing out different designs I had found that it worked on some of the images, however not so well on others. I would also like to raise the slogan slightly as when I actually put it on the image of the can it seemed to look a little too low down which also meant it was harder to see as it was so close to the bottom of the can. The slogan is something that I really wanted to stand out on my design as it’s a factor of persuasion for the target audience which can attract many more people to the product. I would just adjust the positioning of it as I want it to be slightly higher just to catch a little more attention. I do think that overall my final packaging design is fit for purpose as it seems to blend well and gives a clear impression of what my can would look like. Some of the aspects of the design that I thought may cause some problems and may need changing actually haven’t such as the image of the athletes and the design also shows the target audience as it has a clear image of an athlete showing that it supports competitive sports or exercise, however I do think that the organic side of the drink could have been made a little clearer as I didn’t include some of the things I had first intended on doing. For example I planned to include images of fruit which shows the fresh, organic and healthy side of the drink, I had also wanted to include some factual information about the drink on the drink in small bullet points possibly in a circle shape on the can that show the organic facts. This would have been persuasive for the target audience as it gives reasons as to why they should buy it. The only areas that show the organic side is the bit of text under the brand name ‘organic energy’ as this makes it very clear what the drink actually is, however I would have wanted some more facts on it. As I was developing my packaging design fairly late in the process I added small details to show the organic aspect of the drink, for example I included the fair-trade logo, recycle logo and some bullet points above the ingredients explaining that it is organic and that there is no taurine in the drink

Task 7: Packaging Evaluation

which is something that is included in a lot of other non organic energy drinks and would help to appeal health conscious people and athletes. For this project I made sure that I really planned and researched a lot when making my own design as I didn’t want to run over my deadline or not have a thought out and well planned design. I first researched already existing products on the market as the energy drink market is huge and offers many different styles of drinks that are suited to different people and are for a range of different purposes. From doing this I got an idea of what had already been done which enabled me to create a fresh, new idea that is well suited to my target audience. I also found that there weren’t that many energy drinks that were designed for both sports and organic purposes which opened the market for my product and gave me the chance to show my interpretation of this style of product without many others to compare it too. I wanted to take little things from each of the designs I liked best and design it in my own way, for example I took the bright colours from the music and gaming drinks and the quite simplistic designs that the organic drinks used and blended the two together with my own ideas. I think that I still could have had a better idea of what the product was actually going to look like as I stuck to developing my idea instead so I clear understanding of what I wanted my energy drink to be like and who I was going to be aiming it at rather than planning what it was going to look like and how I was going to make the visual aspects work. I really liked having the time at the start of the project to plan in lots of detail as time management was something I have previously struggled with due to not having enough time to actual come up with the idea and then develop on it. So for this project I wanted to ensure that I put lots of effort in to planning, to do this I experimented a lot with different fonts and names, and then also changing the colours of the fonts to see what I preferred so this extra planning time was really important and essential for me with this project. Drawing up a flat plan wasn’t essential for this stage in production for me as I found that just going straight in to the designing process helped with time management as well as meaning that I could immediately see anything that wasn’t going to work as with a flat plan there definitely isn’t as much detail and you don’t really get an impression of what it would look like. So overall I do like my final packaging design and apart from the small changes and adjustments I have mentioned that I would make to my design I do think that it fits the target audience and fits the brief.

Task 7: Packaging Evaluation

Task 8: Web Banner Development

I first started off with very basic and simplistic designs for my web banner as I knew that I wanted to gradually experiment with different things and styles for the banner. I wanted to try out this quite small size that would go horizontally across the page and use the idea that I had previously used on my poster with the text in a really dark grey font that almost blends in to the background reading ‘organic energy’, this just highlights the type of drink it is and also helps to advertise the organic side slightly more as it isn’t made clear by anything else on the web banner. Firstly I tried out a really simplistic style with just the brand name and the slogan as the text and then the images of the five different flavours of the drinks. I felt it was important to include the images of all the drinks as this is a way for the target audience to see all the options available instead of using one and then having a fewer number of people being drawn to the product as a result of this. Next I kept the same background, the image of the cans and the text, however I then added another image to the web banner just because I wanted to make it slightly more interesting as it was very plain before hand and also not very eye catching for the audience. I just added an image of an athlete running and then put it in black and white, this just highlights the theme of athletics and sports for the drink. This could be something that could be potentially turned in to a gif, however this may have to be at a slightly more advanced stage to make it look like it’s actually moving.

Task 8: Web Banner DevelopmentI then started to develop slightly further with my web banner and experimented with different sized banners and added a little more detail and imagery as the first attempts I had were very plain and simple which wouldn’t really draw too much attention to them. I wanted to use more imagery and experiment with this style on my web banners at this stage as I wanted to try an image as a background and just bigger imagery than on the first banners as I had much more room to fill. I had always wanted to keep the images of the cans on the banner as I think that it makes it clear what the web banner is advertising rather than making people assume what it is. I first tried making the image as a background, however some showed the images bad quality, this also meant that it was quite hard to read some of the text which is why I had to add the paint effect to the brand name. I then developed it further as I used the same kind of background as my first two attempts and then used just one image across the page but not too big. I also added some more text as this just says more about the drink and informs the audience of more reasons as to why they should buy it. I also added the twitter and instagram logos in the corner as this just makes it slightly more interactive for the target audience.

Task 8: Web Banner DevelopmentI then moved on to trying out some gifs which isn’t something I had initially planned on doing for my final web banner however I actually really liked the results of one of my ideas. For my first experiment I used an image as the background and I knew it wouldn’t be possible to make this move so I tested out making a gif out of the text. I then moved on to something slightly more advanced as I wanted to make an image move instead as I thought this could look really interesting. I knew that when I was creating my web banner I wanted the athlete to have some sort of give effect. This did happen to cause some problems when creating it though as it was much harder than I had initially thought. To actually create movement of the athlete would mean to have several different images of the athlete moving to create a realistic interpretation of the athlete moving instead of it looking really bumpy and skipping steps. I had first planned on having a gif of an athlete running, however after looking for several images of the same athlete running, I found that this wouldn’t be possible as I wasn’t able to find a large selection of images to make it work well and look as though the athlete is actually running. There was another method of creating this type of gif however it would be very time consuming which isn’t suitable for this project.

Task 8: Final Web Banner

Overall my web banner shows quite a lot of technical qualities due to the gif aspect of it, I had first experimented with just still images as I really liked the idea of having an athlete on the web banner in order to match this theme as I have done the same on the packaging and also on the poster. I did however experiment with some gifs as I wanted to see if it was something I would choose for my final piece and see if it would work well. To actually create this gif I had to find three images of Nicola Adams which is the athlete that I had chosen to use and try to get as many action shots that would work for my web banner. To actually find the images did take quite a lot of time due to some of them being too blurred and some showing another person and other objects meaning that I couldn’t use it. This did make this quite time consuming however I was able to find three images that roughly look as though they follow after one another. I then cut them out so the backgrounds were no longer there on Photoshop using the lasso tool and I then used the timeline selection at the bottom of the page which enabled me to actually create the gif. I first turned the opacity down on the first image and made the other two images not visible, I then kept slightly adjusting the opacity and bringing it up more and more each time until it was clear to see. I repeated this with the other two images also to create the effect of the boxer in action instead of just each of them popping up on screen, the gradual effect gives it a look of her moving a little more. To create the background of the web banner I used the same effect as I had on the poster and just used a really dark grey font and repeated the words organic energy across the page. This is something I wanted to do on the web banner as I think it shows consistency and also doesn’t look as plain as if I were to just to a grey background. I do like the final aesthetic qualities of the web banner as I think that it does show the style of drink that I am advertising which is something I did want to make as clear as I could as I felt that on my poster and also my packaging it wasn’t quite clear enough and I had to develop it quite a lot to ensure it was made much clearer to the target audience. I added slightly more text to this web banner style as on the others I hadn’t used much and only included the brand name and the slogan which although are two of the main things I still didn’t feel it was enough and I wanted more detail and more information on the drink. This can act as a persuasive aspect of the advertisement as there isn’t much space on the web banner meaning there isn’t much content however this will be something people will read and this can be really persuasive for people that are wanting to be really organic and healthy. I also like that there is an image of

Task 8: Web Banner Evaluation

The can as I really like the idea of the target audience being able to see what they are actually buying. Also without the image of the drink it isn’t immediately obvious as to what they are buying and what the web banner is trying to advertise as it would just be the athlete and the brand name and the slogan which is clearly about sports however it isn’t that obvious that it’s an energy drink. Including the image just means that people don’t have to guess and assume what the product is which makes it much more persuasive and also eye catching because you don’t have to be looking at it for a really long time in order to understand what it is. However I would also say that this is also something I dislike about the look of the web banner as I really wanted all the flavours in the web banner to really show what the brand offers as different flavours will appeal to different people, so if someone sees that it is a berry flavour and this doesn’t appeal to them it can turn them away from the drink as they don’t know what else there is on offer. I think that this is definitely something that I would develop on as the web banner is very small so you don’t have a lot of room to fit in everything that you maybe wanted to which can cause problems. I would have to do some further planning for the web banner as I didn’t plan for this aspect of the project and just went straight in to experimenting with different ideas that could work. I could just ensure that enough room would be made for these images of the drinks as this is something I really want to include, to do this I may just need to make some of the fonts a little smaller and possibly move the images of the athlete over a bit as they do take up quite a large area of the web banner. Another thing to develop on my web banner would be to add some more smaller details on to it as I did add the logos for both twitter and instagram, however I didn’t put any that could relate to the organic side of the drink such as a fair-trade logo or the recycling sign. This just shows more about the environmentally friendly side of the brand and also maybe adding something about planting a tree for every five cans sold as this kind of agreement and promise can attract many more people to the product. I think a major thing to develop on this web banner would definitely be the gif as this isn’t originally something I planned on doing as I first really liked the idea of just a still image like the poster and the packaging I had designed. However I do like the idea of having a gif now that I have been able to try it and experiment with it, although I would actually like the develop this much more as I want it to flow much more instead of how it is now as it’s currently three different images that just happen to look like they all go together and go in an order. I had originally planned on having a gif of one of the athletes

Task 8: Web Banner Evaluation

Running as this seemed like it wouldn’t take too much trouble, however after learning how to create the gif and looking at ways I could do this it became far too hard to do so it wasn’t possible to create. The way to do it would have been to get several images of the same athlete running and then make a gif out of that to act like it was running on the spot. This was really hard to find lots of images of the same athlete running that also didn’t change too much as they all were either blurry or had someone else in them or skipped massive steps of movement which meant it wouldn’t work. Another possibility for this idea would have been to get images of each different part of the athletes legs and make it look like they were moving myself, this would be extremely time consuming and may not even necessarily work that well in the end so I chose not to do this idea. I think that my final web banner is fit for purpose due to it stating exactly what it is and what style of drink it is which shows the target audience straight away, however there are some changes I would make to make it fit slightly better. For example I do like the idea of it being organic and sports related however the sports side is far more obvious due to the image of the athlete and even the brand name makes it clear, however the organic aspect isn’t as obvious so I would like to improve this in a way that it becomes far more clear to the target audience. I think that I would really like to develop more on the gif in particular as this is the area of the web banner that is lacking most for me, however it does give the impression that I was intending for. I would also like to do something a little different with the facts about the drink as at the minute they are very plain and just in a simple font, however I could potentially develop on this and maybe put some sort of shape behind the text just to make it stand out more from the background as there is also text on the background too. I think that one area I do like is the idea of keeping all of my work really consistent yet they all do have little changes and adjustments as I have continued with the idea of putting ‘organic energy’ text on the background. I also did this across the entire page as on my advert I only did it on a small section of the page and in my evaluation I had said I should have put it on the whole page so I did try it on my web banner. I didn’t get much preparation for the web banner as with the packaging and the initial ideas we had time to really test and experiment with different things and also research a lot of the already existing product, but with this the timescale to complete the design was slightly shorter which meant we couldn’t. Overall I do actually still like it as I think that I still managed to experiment as much as I could before hand.

Task 8: Web Banner Evaluation

Storyboard development

I have started producing a rough draft of my storyboard and I know the direction that I would like my storyboard to go. I really want the advert to be eye catching and something that the target audience actually want to watch, I can do this through use of music and also a different and interesting way of filming. I have started this example advert as a famous tennis player preparing for his match and drinking prime fit before they start. All the adverts will have a different athlete in them and also the flavours will change as this will make it much more interesting for the audience and make it something they want to try and learn more about. Having different athletes in different adverts shows more people support the drink and can also be a way to attract many more people to the product. I want to make the filming of the advert much more interesting than just showing clips of the tennis player in the match as I want it to zoom in on the player when they hit the ball and also the sound of the crowd and the music to blur out and completely focus on the hitting of the ball, the sound will then return with the sound of the bat hitting the ball.

Music will play a huge part in this advert as I always think that music is the thing you first hear and it draws attention, especially if it is an artist or band that is really popular as it makes people look to see what their music is playing on. It can also be another form of star power as along with the athletes the music shows a kind of support the musician has of the brand as they have their song playing on it. This can also be a way to attract many more people to the product. I want to improve and develop on this by testing out some more athletes and see what can work. I would also like to show the drink at the end just to show what it actually looks like in closer detail.

Storyboard development

I have developed and adjusted some aspects of my advert as I felt it needed to show the actual drink a little more and this is also an example of another sport being shown in the advert. I also wanted to show more factual information on the advert as in my first draft their wasn’t any text at all apart from on the last slide as this just showed the slogan and brand name. I have now included a small amount of text stating the beneficial elements of the drink as this can also be a factor of persuasion, I have included the facts that it is all organic and that it has only fresh and natural fruit juices. This draws to the organic conscious side of my target audience as this will really appeal to some people and this could also be something that people usually look for. This text will slide in from the side, I don’t want too much text on the advert however as this can be distracting and also slightly boring which

definitely isn’t something I want for my advert as I want it to be an interesting watch for my target audience. To improve on this advert I want to show all the flavours of the energy drink on the last slide of the advert as this can appeal to a much wider range of people. I could also possible include a voice over of an athlete, but possible talk about how every 5 drinks sold a tree is planted.

Storyboard development

After developing on my last idea for my advert I have made some slight adjustments to improve it. I have kept the text on the first slide as this is something I think can improve my design as it gives more factual information and can help when persuading the target audience to purchase the energy drink. However I have developed on this idea as I have added a voice over of the famous athlete that is on the advert. The athlete will read the factual information that is in three short bullet points on the first clip of the advert, they will then read out the slogan at the end of the advert. This can act as a form of star power as the target audience will hear this recognizable voice and want to know what brand they are supporting. I also added the whole selection of flavours of the drink on the last clip of the advert as I don’t want just one flavour as this can limit the amount of people that are interested in the drink if I use a

Mix

of

clip

s of

dif

fere

nt a

thle

tes.

flavour that a lot of people happen to dislike. I have also added more clips of athletes doing their sport and doing the same sort of effect with a zoom in of the athlete and the blurring of the music on some of them.

Overall I definitely think there is room for improvements and development of my final storyboard as I would like to make small adjustments to areas of it to ensure it is open to a wide target audience. If I could develop further on my storyboard I would show the other athletes and develop a lot further with this idea as I want to try different things and see what would work best for an advert. In my storyboard development process I added a mix of more athletes as I think that this makes the advert much more interesting than just one person, however I would want to have the different clips of the athletes fairly quick going from one to another to match with the upbeat music that would be played with it. I could also potentially show a really quick view of lots of clips in a really high speed right before the first clip I had originally planned of the athlete drinking prime fit so that it stops on this clip and shows them drinking it. Then after this the clips would still be quick, however slow enough so that you can see what they are doing and who the athletes are, going in slow motion and zooming in on some of the athletes in the clips but not all. I think this could definitely be developed on my storyboard as this isn’t really made very clear as adding more clips of different athletes was a late development that was added on to my original plan so I didn’t go in to much detail and just explained what would be placed there. I think that developing this would make it much clearer as to what the advert would potentially look like and give an impression of if it would work and look good as an advert. I would also really like to develop on the graphics of the advert to make it more realistic as to what the advert would look like as they are currently cartoon characters that don’t really give much detail and insight in to what it would look like. I would also like to add in my final can as this would show exactly how I want the last clip in particular to look like as here I want to show images of all of the different flavours available. I would also like to improve on the organic aspect of the storyboard design as I think I could potentially make it clearer much like on the web banner as it also wasn’t very clear on that either. I want it to look very professional and to also show what the drink is about and why people should buy it, when I was researching existing energy drinks in my planning stage of the project I found the brand ‘powercoco’ which had a good advert as you could immediately tell who they were aiming their drink at and also there was only small developments I would have made to it. They were also showing the organic ingredients that are in their drinks and they made this really obvious and they also did this on their print advert also which is something I would focus on including more in my storyboard as this is one aspect that

Task 9: Storyboard Evaluation

I really liked in their advert. One being to add music as I think that although it was a sports themed energy drink music can draw a customer in to the product as they want to watch and listen to the advert. I think that overall my storyboard could be adjusted slightly to make it more fit for purpose as I want it to be really clear and obvious as to who it is aimed at and I want it to be something people want to actually sit and watch and be persuaded to buy the energy drink. I think that my storyboard is fit for purpose due to it showing the product clearly which is something I really wanted to do as without actually seeing the product the audience could be confused as to what the advert is selling and they also need to know what to look for which you can do by seeing the product. I also think that it is really obvious as to who is it for regarding the sports aspect of the drink as any speech will be made by an athlete that is featured in the advert so this makes it really recognizable for fans of sports and athletics, the whole advert also includes athletes playing sport or competing in athletics. I didn’t have too much time to prepare and plan my storyboard as the storyboard is a type of planning in itself as I developed on it throughout the creation of it as I kept adjusting little parts of it and improving areas to get it to the level I wanted. I think that one area that did work well was the creation of the athletes as I wanted to show the athletes in a way that showed clearly what kind of sports the can advertises on the cans, for example I wanted them to drink the energy drink and then go on to play their sport. Another area I like is the idea of the athlete speaking over the advert as I think this just adds another factor of persuasion as the voice will be recognisable to fans of sport so it will appeal to the right target audience. Having the voice of a well known athlete along with several others actually competing in their sport on the advert will immediately draw attention from sports players and fans of sports and then explaining the idea of planting a tree for every five cans sold shows the brands environmentally friendly aspect and can appeal to those that like to keep organic and environmentally friendly also. I do think I developed on my storyboard as best as I could as we didn’t have much time and we also didn’t have planning time before hand so I am happy with the detail and development I made on my storyboard. I do however think there is definitely areas for improvement and development if I had any additional time on my storyboard. I would like to put more detail in to the appearance of the storyboard as it was very rushed instead of doing something more time consuming like rotoscoping to improve the overall look of the storyboard. I would also like to make it clearer as to what will be in the background and

What areas of planning and development could have done with more work? What effect did you think your development stages had on the final product?

You should present your evaluation using a mixture of text and images. You should use images of existing products for comparison.

Task 9: Storyboard Evaluation

where the setting of each clip will be as I didn’t much that much detail in to it on my storyboard. To improve and develop on this I would put much more detail in to the storyboard and add people to act as the crowd I have mentioned that are going to be in the advert, each video clip on the advert of the athletes will be wherever the athlete competes, for example a runner will be on a track. I could also add some clips of the athletes winning but in the same slow motion effect and zoom in of the athletes, this would show the benefits of the drink and encourage people to buy it. I also would have liked to put in my own drink to make it look a little more realistic and show what it would look like on the actual advert, I also would have liked to show the font that I would use on my advert as on the storyboard I just used the font that was available to use, however this is definitely something I would like to improve on as I want to see what it would look like with the font I have used in other areas of design such as the print advert, the packaging and the web banner. I think that although there wasn’t much time to create the storyboard, I have included everything I wanted to for my advert, however the only thing that is lacking is the detail. I wasn’t able to add a lot of detail due to time constraints so it isn’t clear what is in the background and the setting of each of the clips for the advert and this is definitely something I would improve and develop with more time. I think the time to actually create this storyboard for my advert was really helpful as it gave me the chance to see what my advert would realistically look like and also helped to develop on my own creativity skills as it was an opportunity to create an advert that needed to meet a lot of targets. Without this time to develop I don’t think the final product would be as good as I think it would definitely lack much more detail and possibly wouldn’t be as obvious as to who the product is for. With the development stages throughout the whole project is really helped to change little things and improve constantly throughout as I would see small faults or ways to change it to fit the target audience more.

Task 9: Storyboard Evaluation