Design ProcessEx: HUGO Boss Perfume Ad

1. Receive and Study the Creative Brief

Overview Specifications, Goals, Measurable Objectives, Deliverables Needed

Primary Audience - Primary target audience

Tone and Image - Funny and casual, or formal and buttoned-up, etc.?

Messaging - Major points

Budget and Schedule Budget? When is the project due? Outline project stages.

ProcessWho is the main contact person? When comps are due, etc.?

Anything else? Total Rounds of Revisions, etc.

2.Research your Target MarketChoose a typical audience member or two and profile including occupation, age range, gender, his or her interests, etc.

Ex: HUGO Man Perfume - Who is the consumer?

http://fragrances.hugoboss.com/uk/hugo-man-fresh-perfume-for-men#

Who Is Your Target Audience?

Men who wear HUGO are spontaneous and original in everythingthey do. That’s why they choose HUGO. It’s the scent that says itall.

Created to encapsulate the urbanlife and environment of the young, upbeat men wearing HUGOfragrances, the new designcelebrates a pure and irreverentdisplay of self expression.

3. Brainstorm Ideas

a) Research other designs that deal with the same subject matter, use similar medium,

format, are from the same time period, etc.

b) Write as many ideas down as come to mind

Main Tagline - Examples:1. Say It. Spray It.2. It’s Just a Fragrance. The Rest Is Up To You!3. Dare to Be Different!4. Anywhere In Your Element!5. Wherever You Go, Take Hugo!6. Your Fragrance. Your Rules.

3. Brainstorm IdeasA list of useful idioms, expressions dealing with music:http://www.usingenglish.com/reference/idioms/cat/23.html

Tagline Examples for the Current Project:Hugo Boss. Music to Your Ears! Hugo Boss. Play it by Ear!

3. Brainstorm Ideas

c) Sketch your ideas on paper. Createthumbnails, also known as “roughs”.

image

headline goes here

4. Start the Elimination Process

a) Getting rid of the bad ideas. Illuminate clichés.

b) Explain your concept to somebody else.

c) Simplify the idea.

d) How will you explain (“sell”) it to your client? Think what you will say to support your choice of images, text, etc.

5. Look for Source Images

a)Know what exactly you are looking for.Ex: A picture of a Man. What kind of man are youlooking for: young, hip, how old, happy or grumpy, indoors or outdoors, color or black & white, etc.?

b)Use royalty free image libraries such as www.indexstock.com, www.gettyimages.com

c)Get owner’s permission to use www.flickr.com photos for commercial purposes.

6. Start Working on a Computer

a)Decide on a layout

b)Decide on a color palette

c)Choose appropriate fonts

d)Establish hierarchy (Which text is more important and why. Which elements should be large, which should be small, etc.)

Emphasis & Hierarchy

Hierarchy - Definition

HIERARCHY - the process of ranking elements (graphics and text) in order of importance.

Hierarchy is the basis for every design decision. Ask yourself this question:

What Do I Want The Viewer to See 1st?

Using High Contrast

1. Set items apart throughthe use of high contrast.

2. Make “bold” designmoves - not subtle ones.

Slight variations willconfuse the viewer.

Key to Clear Hierarchy: Rank & Simplify

1. White space is your friend!

Key to Clear Hierarchy: Rank & Simplify

2. Don’t cram toomuch information,graphics on one page.Keep it simple!

Key to Clear Hierarchy: Rank & Simplify

3. Group relatedelements — bulletpoints, lists, names,etc… and isolatethem for emphasis.

It helps to brake upblocks of text andgraphics.

Adding Contrast with Text

1. Bold, italics, UPPERCASE, underlined…

2. Size text, but don’toverdo it. Don’t use more than 3 differenttext sizes in the same composition.

Adding Emphasis Through the Use of Color

1. Use color to separateelements or establisha clear focal point.

2. Use colors sparingly - not too many.

Adding Emphasis Through the Use of Color

3. Saddle differencesin color don’t work. Use good contrast,bold colors.