2. How have I used visual & design features to symbiotically link the 3 parts of
my promotional package?
We used synergy with all 3 products of the promotional package to an extent but it was very apparent
between our promotional poster and digipak. We used the same original design for our poster as our
digipak because in a real situation in the industry it is important to keep a theme and something that
people will recognise every time they see the design. This is quite an important thing to include because it
will increase publicity and keep the theme very focussed.
Our video also links to this theme as it follows the black, white and red colour schemes. We wanted to keep
a constant throughout the video so we used a black and white filter and occasionally used the Pleasantville
effect to bring out the red, which are all the colours used on our digipak and promotional poster. This is an
example of where we used cross media convergence to link all of our products together which makes for
an effective selling method.
3. How effectively have we used Logos in our promotional package?
The band name logo for our product was quite an important decision to make as it would be the
thing that people recognise the name of. For this reason we wanted something that stounded
out well and was easy to read and large enough to catch people’s eyes. We took inspiration from
the original royal blood logo when choosing ours and decided to go for a font that would
resemble the original but be a bit clearer. We ended up going with a font called “Castellar”
which stands out (I think mainly due to the fact that it is all capitalised) but the main thing being
that it is pretty thick due to empty space in the letters which makes it more prominent and has a
distinct, professional style. It is also reasonably unique and so the band would be defined by this
logo.
4. How effectively have we used branding in our promotional package?
Branding is another very important aspect when it comes to creating a promotional package because like
the logo it is viewed and remembered, acting as the face of the promotional package. The American
Marketing Association defines a brand as something which entails “names, terms, signs, symbols or
designs, or a combination of them intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of other sellers.” When creating our own sort of brand we took
most of these into account. We included a logo of the band/self titled album name and an original design
and colour scheme which we used across all of the parts of our package to keep a theme going. Our brand
delivers a kind of message with the original artwork and design of it, as it looks quite raw and grungy which
are qualities that the band possess, which also I think makes it appeal to that kind of audience. We realised
from our research that branding is absolutely vital to selling a product across all of the different aspects of
the package and keeping that theme present is crucial to a good marketing strategy.
5. Analysis of logo
The band name in
white is layered in
front and move
slightly down and to
the right of the black
to give a kind of 3D
effect (still using the
Castellar font). The
white is more
prominent than the
black and so stands
out more, ultimately
making it more eye
catching.
The band/ album title
logo in black is set
behind the more
prominent white
version of the logo
which could be seen
as a kind of shadow to
the white one, not
only making it look 3D,
but making it stand
out more than if it was
just plain white, and it
is essential to make it
as noticeable as
possible.
What I have done here is take the logo from the front of
the album cover and cut out the artwork in between so it
looks like 1 flowing logo. The red matches up well still and
there is still a vignette around the side so it keeps the same
colour scheme and grungy feel.
The logo for the promotional poster is very similar
to the album cover, but as it is a poster we made
the text a brighter white to make it stand out to
passers by. The words are also stacked rather than
next to each other which fit the design of the
poster better (but keeping the same font and
theme).
6. Analysis of Central Image
For the artwork that runs
throughout our package, we
decided on a design which would
show the concept of death hence
the skull of a deer. We also used the
colour red to emphasise blood as it
is a theme that runs in both the
band name and the song and we
have really tried with the design
and in the video to make that
theme stand out. The skull is meant
to be in the same sort of style as
the original artwork and looks quite
grungy but it mainly follows John
Fiske’s theory that themed visuals
can sometimes be more effective
than the meaning behind it.
We took a more minimalist approach for
the back cover but still following the
theme of blood. It is quite a simple design
but it again follows a similar kind of design
as the original album and is all symmetrical
which is visually appealing.Use of logo again, drumming the logo into people’s heads.
7. Summary
So over the course of producing our promotional package I have learnt a lot about the things
that they need to include to sell well and to appeal to a certain target audience. Here are some
of the key things that we considered when creating our package:
•Synergy
•Commodification
•Branding
•Themes and ideologies
I believe that all the sections of our promotional package work well together and would work
effectively in a real world situation.
