Advert Design for Energy Drink BOLT

Design for
Advertising
Producing and evaluating

Task 6: Advert Development
At first, I thought that it was key to make the overall advert bright and
striking. All the adverts that I had viewed and were therefore the
adverts I was trying to try and emulate on this task. I tried to contrast
this background with a black text. The inner glow was also black to it
would make the speed+ font more striking and stand out on the
advert, which you want when the purpose of this product is to
advertise.
After deciding on the background and the font, I wanted to add a
shape that links with the adverts and adds to the effectiveness of the
colours within the avert. Due to the name of my product, a lightning
bolt would be the obvious choice for this advert. After locating one on
Photoshop, I added the shape and dragged it to the desired size that I
wanted. After it blocked out the text once it was added, I decided to
turn the opacity down on the bolt. This allowed the shape to go almost
see through and allowed the font to be seen again.
After researching and analysing even more existing adverts, I found
that the stereotypical advert involved a neutral background with
striking other elements or a picturesque background. Due to me been
unable to capture a picturesque background, I decided to change the
colour of my adverts background to a neutral colour, black. If I was
trying to invent or open another market of products, I would try and
re-invent this product and make it unconventional to other products
and would have probably stuck with the orange colouring. Instead, I’m
trying to fit into an existing market and therefore had to fit in with the
codes and conventions of this market, which I was now adapting my
advert to fit in with.

After changing the colour of the background and the colour of the font
to a more restrained colouring option, I wanted to try and ad the
lightning bolt shape from the previous page. I think that with the
correct opacity and the correct colour, this shape could be a
prominent and very effective feature of my advertisement. After
selecting a similar colour and opacity to the font, this feature was as
effective as I could get it. The only issue with this shape was that at
certain angles, the shape wasn’t visible to me. This was a big issue
because the opacity couldn’t have been turned up due to the font not
been visible if so. However, I believed that this shape was visible
enough to be seen by the mass majority of consumers, which is what I
want my product to be also.
With my shape, font and colour on this advert complete, I needed to
start to add other conventional advert features onto my own advert.
The next thing to add was an important feature to this print product,
the tag-line. It has the power to hook a consumer into buying a
product, this feature must be concise, not too wordy and most of all,
memorable. This tag-line was added with the same font and colour as
my product name. This looked effective on the Photoshop document,
however, it doesn’t look as effective when it’s been translated onto
the word document. This is maybe due to the print product been
copied and then pasted, or more plausibly, the advert has been shrunk
down to be put on this slide, which makes the text look ineffective.
The black font face with the orange inner glow is effective and
contrasts well with the lightning bolt shape, but the issue of
consumers potentially not seeing it is a major problem. Due to me
wanting my product to be for a mass market product, I don't want to
cut down the amount of people been enticed by the advert before I’ve
even put the advertisement out by a feature that can easily be altered.

After changing colours on my advert for the second time, I wanted to
make the font more prominent and effective. Changing the opacity
would be an obvious choice but I didn’t want to make it too bold and
take away attention from the extra information that I would be adding
later. For this reason, I altered the inner glow. Adding some size onto
the inner glow allowed the font to be more defined and bold without
compromising any effectiveness of the overall advert.
I thought when I changed the advert, the previous problem of the
lightning bolt shape not been visible would be non existent and the
feature would now be one of the most effective pieces on my print
product. However, I didn’t account for the colour of the shape
blending in with the font, due to the two been similar colour and
opacities. For this reason, had to ensure that the opacity of the
lightning bolt was turned up. From the middle image on the right, you
can see how much more visible this feature is now, as well as the fact
that it’s now more prominent and effective as a technique on my
advert.
Like on the previous slide, now the shape and the font are complete,
it’s time to add the tag-line. The only thing not to be changed on this
advert, the tag line is a short but memorable tag-line, therefore,
fulfilling the function of a motto. Learning from my previous mistake, I
made the font of the tag-line a little it lighter and turned the opacity
on the font up. The dilemma of where to put the font is now an issue.
If I put it to the left, there is some ‘white space’ on the right hand side
and vice versa. If I increase the size of the font, my extra information
won’t be able to fit in, as well ad the fact that some attention will be
taken away from my product name if the font on my tag-line was too
large. This is why I kept all proportions relevant to the size of the
advert frame.

Since this was a development task, I was now just concentrating my
attention on the design side, instead of the content. I decided that the
best thing was to add a coloured strip at the bottom. This was a way to
break up the elements of the advert, reduce ‘white space’ and ensure
the adverts corporate colours are now a familiar sight to the
consumer. The more about the company the consumer remembers,
the better and the more potential income. The small coloured strip
was a little darker than the text but it was still in keeping with the
house style of the company.
After adding the initial colour/branding strip, I wasn’t convinced tit
was fulfilling a purpose apart from reducing ‘white space’. I wanted to
try and experiment with other elements before I come back to this
idea. This reduction of features on my advert meant that I had to try
and reduce the ‘white space’ with the elements that I already had on
the canvas. Increasing the size of the lightning bolt so it now fit
diagonally across the screen was one thing I did. This reduced the
amount of ‘white space’ on the right hand side. This shift around
meant that my text was now covered by the bottom of the lightning
bolt and it looked ineffective. This meant that I now had to move my
text to the left hand side. This therefore meant that the majority of
‘white space’ was now covered and the colouring/branding strip was
now obsolete.
From the top image on the right, I didn’t dislike the branding strip and
would include it if there was any room. After experimenting with
various design options, I have decided that the branding strip has a
place on my advert. After moving the tag-line to the far left, the
lightning bolt up a bit so it doesn’t stretch the full page on a diagonal.
This made space at the bottom of the page for the colouring strip to
add a bit of extra colouring to my print product.

After concentrating on design techniques, I wanted to focus on developing those area and adding some content into it,
therefore, trying to make a rounded and well balanced advert.
After developing a product that featured a few fonts and a shape, I wanted to actually feature the product, which is the
function of this advert: to advertise the product. Showing the consumer the product will give them a visual and an extra
understanding on the product that BOLT is and therefore may entice them more into purchasing it.
Making a can of my own would have been time consuming and with a good design not guaranteed, a risk tactic. Instead, I
sourced an image of a can and rotoscoped round it using the polygonal lasso tool on Photoshop. After separating the can into
three sections (top, main can and bottom) I had created the can that will feature on my advert. Due to the grey colouring of the
bottom of the can and the stoke of the can looking similar, I wasn’t sure whether to just cut the bottom of the can and just have
a simple can, but decided it was more effective with the bottom of the can. I had to put a stroke on the can to ensure that the
back of the can wouldn’t just blend in with the black background.

Developed from my previous design attempt, the lightning bolt had been adapted to full opacity and has been shrunk down to fit
between the brand name and the can. This is not just a decorative item on the canvas, it also helps the consumer guide it’s way
through the advert using line. From the brand name, the shape/line leads to the main focus of the advert, which is the can. It also
helps the consumer get a visual of the brand name, due to people remembering logos rather than brand names so a visual of the
name is almost key to a successful advert., especially if the product/brand is new, it’s trying to get a familiarisation with the
consumer.
The next stage was to add my tag-line. Since my last design., I have tested different colours and themes but the wording of the tag-
line remains the same. This is due to a conventional tag-line been short and memorable, which this slogan is. This part may have to be
amended later though because it’s a bit small for the overall space and leaves a lot of white space either side of it. Something else
that might need analysing is the inner glow. The brand name that has an inner glow on it looks effective and striking, however, when
transferred onto the smaller text, it turns it a white colouring which doesn’t fit in with the rest of my advert.
Due to me focusing on content as well as design on this layout, I wanted to add some features that are stereotypically added to
energy drink adverts. After looking at various energy drink print adverts, I listed all the conventions that most commonly appear.
Amongst them were: websites, social media links and QR codes. The website address seemed the easies to add to the layout. After
deciding that I’ll add something on the right hand side, I wanted to add it to the left hands side. I didn’t add an inner glow to this text,
due to it not looking effective on text this small. I decided to make the text this size because I wanted it to be visible to the consumer
but it’s probably the least important element in the hierarchical order of this layout so was consigned to the bottom of the screen

Struggling to find features to put on my advert to cut down the white space, I started to brainstorm ideas about what
could be featured on the layout. Due to me wanting a clean and relatively text free design, I didn’t want to add too
much text and make the layout ineffective for the consumer. There was already some content at the bottom and top of
the page so the obvious place to add something was on the sides. Adapting the lightning bolt at the top of the page, I
rotated it and experimented with the positioning of them. After putting them at either side of the can, the layout
already looked better and a more finished product. It not only reduced the white space, it also added familiarisation of
the product name to the consumer through shape.
The next step was to make the tag-line stand out a bit more. Designed to be a technique that enticed consumers
through been memorable, this tag-line was memorable but didn’t really stand out from the advert. Increasing the size
would have been an obvious choice, but it would have drawn even more attention to the fact that there's some white
space in the bottom corner, as well as the fact that I was unsure on the look of the stroke on the took should it be
increased in size.
After looking at existing products and analysing what made them successful, I tried to emulate the social media link
aspect. Knowing that the Facebook and twitter logos couldn’t be that big because they weren’t a bit part of the advert
and therefore don’t have to be that noticeable. This is when I decided to determine the logos sizes by using the ruler to
level them up with the website address on the left hand side of the page. After experimenting with positioning, I
decided to put them in the place with most white space, the bottom right hand corner of the canvas.

Even though I had filled the white space on the sides of the layout, I felt there was something missing
on the lightning bolts. They help give a visual aid to the name of the drinks brand but don’t look very
striking or eye-catching. Putting the stroke effect on the shape only made it turn white, instead of the
effective orange colour I had selected. This could not be altered, even when the stroke effect was
reduced to a 1PT stroke. After that, I thought making the lightning bolt like the text and putting an
inner glow on it would make it look effective. However, this wasn’t the case, due to too many things
on the page been inner glowed. I experimented with the lightning bolts been inner glowed and the
font been normal, but it didn’t look as effective as before.
At this point, I was wondering whether an effect would be the best thing for my product. Looking
through them all, I couldn’t think of an effect that would have made the lightning bolts stand out a bit
more. However, when I saw a Red Bull advert with a blurred out font type, I though emulating this
effect would solve the issue on my advert. Trying different blur options, I finally managed to select a
motion blur that would make the lightning bolt look like it was moving towards the can. Now that this
filter had been added, I decided that a gradient level could be added to the shape to make it look like
the lighting bolt was charged. A gradient level allowed me to carry this out. By selecting two shades of
orange, the filter and effects on the lighting bolt were complete.
Looking out of place on my layout, the social network links were the only elements of my advert that
didn't fit in with the colour scheme. I decided that rotoscoping the logos would be the best way to
carry out the task of colour alteration. After cutting out the different parts of the logos, I then had to
colour overlay them to fit in with my colour scheme (below). Even though it was a small feature of my
layout and it was relatively easy to do, it made a huge impact to the final product.
Even though I had added a line underneath the tag-line, I still felt like it wasn’t as effective as it could
be. Now I had added something to the bottom right hand corner, increasing the font size on the
slogan wouldn’t draw attention to the white space at that particular spot anymore. Also, seen as the
tag-line couldn’t have the inner glow added to it because of the discolouring issue, I decided to make
all the text the same and take the inner glow of the Bolt text. It now looked more of a complete
advert, compared to the advert that looked separated and tow different adverts like before.

From the previous design, I decided that I wanted to do an advert for a
range of products from BOLT. I was hoping the colour scheme would be the
same and this advert wouldn’t be separate from my previous design but a
follow up instead. Even though this wouldn’t be my final idea, it would still
give me an idea about my can design for later in the project and it would
help me try and find things that I had forgotten on my final image to add in
later.
Picking the colours for the various cans in this layout wasn’t just a matter
of getting some colours and then just organising the cans in order. On this
advert, the different products would have names. Some names fit better
with different colours, so this wasn’t as straightforward as first thought. I
finally decided on the colouring that would feature on the can, all of which
were in-keeping with the restrained background and the bright colour
contrast idea.
My previous design featured the motion blurred lightning bolt going from
the BOLT text to the can. This idea is one that I took onto this advert and
then adapted it to fit with the advert style. Reducing the size of the shape
was one thing I changed, as well as the colour. After further experimenting
with different shades of orange, I didn’t think the existing colours of the
lightning bolt were effective anymore, therefore new colours needed op be
selected. Due to me making the lightning bolt with a gradient level and
then duplicating them all, In thought it would be easier to create a new
lightning bolt and adjust the effects this way.
The can designs featured on the advert are just in place to show how the
can would look. However, when I complete the product packaging in the
next task, I will add the designs to this layout and the advert will then look
more complete and professional.

After adding the lightning bolt to one of the cans, I realised that this can now
stood out more than any other on the advert, which I didn’t want. Adding the
shape to all of the cans solved this issue, while also reducing the white space
on the advert at the same time. After adding the lightning bolts however, I’m
not sure if all the can designs look effective. The yellow colouring on the font
of the end can makes the white inner glow look invisible and therefore the
yellow can doesn’t fit in with the rest of the range. However, I did try
experimenting with the colours at the start of this particular advert and they
were either ineffective or too similar to my existing colours.
Now the design side of this advert was complete, it was time to add all the
content. I have kept the same colouring for my title fonts and the tag-line of
my first advert still remains. Inner glow on my font was tested but looked
ineffective, due to the tag-line going discoloured when the effect was added.
So far, the layout looks concise and clear and doesn’t need that much adding
to it. Something that needs altering is the centralisation of the text on the
advert. The BOLT brand name looks out of line with the tag-line and because of
this, it looks unprofessional. Using a ruler to align them back up will sort this
problem out and restore the layout to been effective again.
Due to me creating a product range and having different flavours, I knew that I
had to name my products so the consumer could be familiarised with the BOLT
product range. I first looked at the planning documentation on task 3, where I
had constructed potential names for my various BOLT products. After selecting
names that would fit with the colouring on the cans, I had to decide on the
positioning of the product names. I though the can would be a good place for
it, however, I liked how clean and brief my packaging design looked on Task 5
package development. Due to the lightning bolts been at the top, underneath
the can was the only option. The font was now added, however, I turned
down the opacity on the text and it doesn’t fit in with any other fonts on the
layout. This feature might need to be addressed for my final piece.

After the product names of all of the cans has been added, it’s now clearer
that the opacity needs changing. Some of the fonts aren’t visible, which isn’t a
good feature for an advert to have, been striking and viewed is the key
function of an advert. It also doesn’t fit because all the other fonts on the
page have the opacity turned to 100%, therefore the product names don’t fit
with the BOLT house style this far.
White space was becoming a problem, especially for the bottom of the
advert. Making various elements of the advert bigger would be an option for
reducing the white space. I did experiment with this idea, but after increasing
the size of the brand name , tag-line and products, it started to look
unprofessional, due to the cans now been cramped in the middle of the
screen. Another option for reducing white space was to add more content,
like I did on my previous design. After trying to find conventional features
that were found in energy drinks company adverts, I decided to stick with the
same two from my final design. Adding the website address shows that you’re
opening your product up to another platform. Advertising your e-media on a
print platform shows that you are trying to reach a mass market, and
therefore trying to increase you companies profile. The website address is
joined at the bottom of the page by social media links. Deciding not to go for
the colourings which would link with my corporate colours is a decision that I
might have to review before the final idea is created.
The final design features a few changes from the previous development
screenshots. Changing the opacity of the product names has made a huge
impact by changing very little. The same can be said for the social media link
colouring. Rotoscoping them using the magnetic lasso tool was easy to do and
I got effective results. Like my final piece, I had to add a stroke effect to the
edge of the Facebook and Twitter logos because the shape colouring blended
in with my background.

Task 6: Final Advert evaluation
Technical codes
The main technical feature on my advert is the main focus, the can. Using the
polygonal lasso tool on three separate bits, I was able to successfully rotoscope
the can. The only disadvantage of using the polygonal lasso tool is that it’s easy
to go wrong and go over an edge, however, it is very easy to correct this and it
takes little time to do. After layering the pieces via copy, I was able to position
them how I wanted them. This enabled the can to look so effective, even though
I had to further amend the main can. Due to it been coloured black, I had to put a
stroke effect on it to make it visible on the advert. Also rotoscoped on my advert
were the Facebook and twitter logos. Using the polygonal lasso tool I managed to
rotoscope the Facebook logo, due to there not been too many curvy lines on this
particular logo. The twitter logo however was somewhat more tricky using the
polygonal lasso tool, so I had to change to the magnetic lasso tool. Automatically
going round the curves and parts that are of fine margins, the magnetic lasso
tools sticks to the twitter logo and cuts out the corporate badge perfectly. As well
as a technical code, these two logos are also aesthetical features, which will be
mentioned on the next slide.
My other technical code which isn’t as prominent on my print product is the
blurred lightning bolt. This started off as a simple lightning bolt that I wanted to
stretch from the ‘BOLT’ text to the actual can, a subconscious technique to hook
the consumer using line. However, I realised that I needed to add another
element to my advert to optimise the effectiveness. I started by adding a motion
blur to allow the shape to look like it was moving towards the can. This effect
worked well but I couldn’t quite get the correct amount of blur on the shape. A
distance per pixel of 75 was too little motion, where as a distance per pixel of
150 was too great. I settled for 110DPP and decided this was the correct and
appropriate distortion I could use without it looking ineffective. After I had got
the blur correct, it was still missing something. Selecting a number of shades of
orange, I added the colours to my gradient layer option and decided to
experiment with various shades. After selecting two shades I was happy with, I
added the gradient level. At first it didn't quite look right because the lighter
shade of orange was at the top, with the darker one at the top. However, I
wanted it to look like the bolt was charging, therefore I reversed the colours and
got the look that I wanted.

Aesthetic codes
The first aesthetical feature is evident as soon as you glance at the
advert. The contrasting colours are the key to making this print product
effective. Neutral colours along with bright fontal features make for an
eye-catching and striking design piece. Used in a lot of the energy drinks
companies adverts, I have tried to emulate it as a feature I will use also.
Using a mix of subtle and prominent orange features, I have been able to
create an advert for what I believe can be a mass market. This function is
one that is very rarely carried out by existing energy drinks (they are
usually trying to target a niche or focused market). Another feature that
helps to add to the contrasting colours are the Facebook and Twitter
logos on the bottom right hand corner of my product. The altered logos
to fit in with the house style of the rest of my advert is an effective
feature of my print product.
Shapes and object to try and further get across your message or catch
someone's attention are commonly used in advertisement. The advert
that I have created is no different. Using lightning bolts to point to the
can, I wanted to further the consumers understanding of what the
product and the product name is. I think if there was just one lightning
bolt, there would be too much white space on the canvas to make an
effective advert. However, three shapes reduced the white space and
ensured that the advert didn’t lose any of that key effectiveness. To
make sure I positioned the lightning bolts correctly, I used the ruler tool
on Photoshop and made sure that the bolts were equal and in the right
positions. Out of place of disproportionate shapes suggests
unprofessionalism from the producer and the consumer will therefore
lose interest and confidence in the product.

Are there opportunities to further develop my work?
Due to my advert been concise and relatively empty, the
white space could be developed on. I didn’t want to clutter
my advert and have loads of content and text on the page.
This, in my opinion, will make the consumer not want to
read or glance at my advert, which is not fulfilling the
purpose of the print product. Instead, I de-cluttered the
page and made sure that text was kept to a minimum.
However, especially in the right and left top portions of the
screen, there is too much white space. The reason I haven’t
filled the space yet is because I am unsure what to put in
the space. After adding the social media, digital link, tag-
line and decorative item, I had exhausted the things that
are relevant on an advert. Everything that is key to an
advert, I have got on the advert, so I might have to
experiment with different features and techniques to see if
I can solve this issue.
The size of the social media/QR code could be a little
larger. These were the last elements of my advert to be
added and complied with the size of the text on the left
hand corner of the screen. Matched up using the ruler tool,
the two things at the bottom of the screen are the smallest
because as the hierarchical status in layout states, the least
important information should be the smallest and the
lowest down on the screen, which it is.

Is your final piece fit for purpose?
I think my previous versions and developed designs were
slightly restrained and wouldn’t have caught the eye of the
consumer had they been produced. A few tweaks to the
colour, components and layout and I believe I have a print
product that is fit for purpose. When I started this task, the
purpose of the advert was like any other, to advertise and try
and persuade the consumer to buy the product on offer. I
think the restrained background colour with the bright and
striking contrasting orange fulfils the conventional striking
nature of advertisements.
Even though I believe this final layout is fit for purpose, I
would still like to experiment with other colours and try and
find two bright colours that contrasted and appealed to a
mass market. While I realise I won’t appeal to everyone, I want
to try and make bolt a product for the mainstream market,
instead of a niche one. I think this advert is relatively mass
market, but probably appeal to a young male demographic
more than any other, due to me emulating some conventions
from the monster campaign in terms of colour scheme.
Monster mainly appeals to a young audience with males
seeming to purchase that particular product more, therefore I
thought emulating it and then altering a few details might
bring it back towards a neutral demographic and therefore a
mass market.
Task 6: Advert Evaluation

What areas of planning and development worked well?
I think having extra time on the colour and text theme, as well
as effects, compared to other projects. While you did get some
time to develop layouts and colour schemes on previous
projects, this project allowed us to experiment a lot with layout
and technical aspects. This time allowed me to see what doesn’t
work before I could amend it and find something that I thought
would work and was fit for purpose.
Font choices and colour schemes were thought of in more
depth and the wording of the tag-line was planned on paper
before been transferred into a digital platform. This was useful
because I find planning my ideas in rough more beneficial in the
long run of projects. Even though this is the case, I have never
planned my ideas on paper before. This area of planning and
development has led me to have a reasonably effective product
and this method of recording ideas and plans might need to be
taken in future projects.
Looking at existing products in this market was very useful and
key in the planning of this project. After only seeing a handful of
energy drink adverts before, I was relatively uneducated in the
energy drink market. Looking at the actual physical product as
well as digital copies, I was able to get a better understanding of
what features these adverts had and what enticed the
consumer to buy products in this particular market. Looking for
existing products has been part of most of my past projects, but
I think in this project, it was key for me to look at some
previously made products before carrying out the tasks of the
project.

What areas of planning and development could have done with
more work?
While the text and the tag-line development was carried out well,
I think that the font planning and development could have been
carried out better. On my mood board, I had a range of texts
which I had specifically sourced the fonts with my particular
product in mind. After this stage, I then cut the fonts down and
then went into development wit my chosen font, which was done
in the space of a day. If I was to have spent more time on the font
development, I could have ended up with a more effective print
product. The amount of fonts I started with wasn’t the issue, but I
could have maybe experimented more with the fonts on different
colour schemes, however, the tag-line and the layout got more
time spent on them. On the other hand, since creating my final
piece, I have looked for more fonts and have experimented with
them to try and improve on this piece, but there aren’t any fonts
that I have found that are any more effective than the one I
currently have.
The shapes and technical elements of my product could have been
developed better. The lightning bolts that I now have on my
advert look effective, however, they didn’t always look like that.
Previous versions of the product had big lightning bolts which had
low opacity that looked ineffective. This wouldn’t have been an
issue if they would have been analysed and experimented on
earlier, but it took me a long time to realise that these elements
looked ineffective. If I would have seen this earlier by planning and
developing them better, I could have had the product I have now,
faster, or an even better product. An extra bit of planning and
development could have made this task simpler, however, I
completed the task in time and I wasn’t disadvantaged that much
by this issue.

What effect did you think your development stages had on the final
product?
I think I furthered the advert creatively and made my print product a
more well rounded and effective product. By developing the font,
colour schemes, effects and layouts, I was able to establish what did
and didn't work in the energy drink market. The bottom image shows
where I started on this task and the top image shows where I finished.
At first, I thought if the font filled the whole page, it would be more
effective and catch peoples attention, same with the orange
background colouring. However, through development, I found that a
smaller font type and a cleaner looking layout was the conventional
design. As previously mentioned, I wanted to go for a conventional
layout, due to me trying to fit into an existing market, not trying to
establish a new market, it needs fit into the market not be a very niche
product.
I was also concerned with my layout and design at first, I didn’t really
address the content side of the product, I just wanted to get the design
side sorted first. The development helped me to get the effective look
that I ended up with. Starting with just a simple design, I was able to
adapt the effects (inner glow, stroke), the colour scheme (bright to
restrained with bright elements placed on the page) and the font. Not
only this, with every development, I started to experiment with
different codes that you see in energy drink advertising (website
addresses, social media links, tag-lines). Some of these various
techniques worked, while others didn’t, but that’s what experimenting
is about: finding what works and what doesn’t. For example, the social
media links didn’t look right at the top of the page but look good at the
bottom of the page because they balance out the text on the left hand
side of the page. I also like the tag-line with a big and bold font because
it matches the font at the top, but before it was like that, it had a
stroke on that discoloured it. Therefore, the development stage for me
has been crucial in making my product and has allowed me to make an
effective advert.

Post-evaluation development – change of
audience
Due to me making the products before the advert, it made it
easier to identify what kind of theme my advert would be.
Making the product before the advert and web banner was
always going to be a priority, due to the fact that the
product would be featured in the advert so must be made
before.
The purpose of this particular development piece was to set
all the aesthetic elements on the page. This way, I could
experiment on it and rearrange the layout from there, as
oppose to working on individual features in a series of
designs.
I believe I fully captured the nature of the can designs,
however, I believe the background and the design features I
have gone for are a little formal for my young demographic
that I have chosen as the target for this product.
As well as this, I believe that the tag-line needs to be colour
filled to make it stand out more. However, if I do choose to
keep the font type like this, another font might be
something that I need to think about for future drafts of this
advert design.

audience
From my first draft, I knew I had to change the background
and make it more child friendly and more effective to
catching my target demographics attention. At first, I though
shape could somehow help me construct different elements
that are synonymous with the two different topics featured
on my products. However, after experimenting with shape, I
thought the design looked too simplistic, and while a young
demographic are enticed by simplistic features, I thought a
rotoscope approach to the task might be what this design
needs.
After successfully designing and placing the objects, I was
happy with how the space half of the advert was coming
along, but I didn’t have much to add to the underwater side.
After getting some tutor feedback, it was suggested that I
could use a paint brush to make stars and fish for my design.
This element gave some much needed design work to the
underwater half, while effectively adding to the space
portion also.
I still think the text could be colour blocked, especially now
the white text slightly clashes with the rotoscoped items. On
the other hand, this draft was constructed to sort out the
problem of the white space, instead of the textual features
of the layout.

audience After the success of the space half on the last draft, I decided that I would only
need to make minor adjustments, such as the addition of more stars to the
section.
However, it was the underwater section that needed more urgent work to
make it match the other in terms of effectiveness. The brush tool fish didn’t
look effective or professional and they didn’t particularly like fish. While
children may not know this, I wanted to try and correct this design flaw in my
product. This is why I decided to clear the brush tool fish and replace them
with rotoscoped ones, which blended in more with the overall design and
solved the problem of extensive white space at the same time.
As well as the addition of further rotoscoped elements, I started to work on
textual features for my layout. The decision to fill in the font with colour is one
that’s effective and matches with the rest of my design; the subtle red on the
pirate ship flag and spaceship add to the text to make all the many colours (a
feature that appeals to a young demographic) contrast together. This fill of
font was added to the product name, tag-line and website address, I thought if
it was only added to a few text features, it wouldn’t look like a balanced
advert.
From the first draft, I have also made a few more minor changes like the
colours of the social media logos. While these features won’t be massively
noticeable, they add to the overall designs effectiveness and makes it contrast
well with other elements on the layout.
The only monumental change I would make to this design is the fact that a
drop shadow has been added to the bottom of my underwater section, which I
don’t want. This occurred when I was adding the effect to my can to make it
stand out and it accidently got added to this portion of the page too. For the
final draft, I will make sure this feature is removed. This will be a minor change
but it will make a lot of impact on my final piece.

audience
The spaceship and pirate ship were added to this
draft because I felt as if there was a little too much
white space and adding these two aesthetical
features would help gain familiarity with the
audience, while also adding features that a young
demographic would enjoy to see on an advert
design.
The drop shadow needs to be removed from the
design still, it takes away the effectiveness from the
rotoscoped fish, due to it been a dark element
compared to the fish. For my final design, this
feature will have to be removed and will make the
overall design look more effective as a result.
For the underwater half of the advert, it is
ineffective to have a fish here if you can’t see half
of it, due to the pirate ship and the product name.
However, there is no room for it anywhere else and
if moved from this space, there might be too much
white space featured on the layout.

audience
What I like about the design
• I like the fact that there isn’t much white space on the overall layout.
This changed from past drafts, due to the addition of the pirate and
space ships.
• The filled in font is an effective feature, especially when it was first
thought that it would clash with the red elements already existent on
the advert design. At first, I wanted to keep the lettering the same as
the can for continuity purposes, but I not realise that filling in these
letters is an effective feature that adds aesthetical features to the
design.
What needs improving on the design
• I think while the filled in font element is a good one, I feel that a
different font could be used for the tag-line. Even though it might not
fit in with the rest of the design, the most key feature for a textual
element on a design is the readability of it and I believe that the font
that is evident at the moment isn’t particularly easy to read.
• To the right hand and left hand sides of the space ship portion of the
design, there is quite a big expanse of white space. This is where a
rotoscoped planet used to be but I removed it to make room for the
space ship to fit onto the layout, however, I think I can fit both in if I
overlay the spaceship over the shape, therefore, the white space will
be reduced considerably.

audience
After using my last advert design of my product as a guide, I
was able to determine what features I could use to entice a
young audience to but my product. As my last piece suggested,
a sourced image as the background was possibly a bit
ineffective in targeting the desired demographic, which is why
I decided to have a rotoscoped background with various other
aesthetic elements added.
As well as the star brush, which I then blurred, a rotoscoped
planet was then added to the design. Despite looking effective
and demographic appropriate, I still feel this design was not
busy enough for a young demographics liking.
As well as the design and technical features on the layout, the
aesthetic and textual features on my advert have the same
problem as my first draft of the product; the text isn’t clear
enough to be read by the appropriate demographic.
Changes to be made
•A clearer, more readable text
•More design features
•Website addresses and social media links

audience From the last draft, I had a few aesthetic and technical
features to change on my design, due to the fact that it fitted
in with a demographic, however, this demographic wasn’t the
one that I set out to target. While I could have changed the
target audience mid-way through the project and then stated
it in the evaluation, the product would have been targeting a
similar demographic that ‘BOLT’ targeted, which defeated the
objective of the post-evaluation tasks.
As I stated in the last draft, I was aiming to change the text,
the amount of elements there were on the design and the
addition of extra rotoscoped features. By duplicating the
rotoscoped planets, I was able to create 4 similar objects of
different shapes and sizes by adding various effects (drop
shadow, gradient layer etc.).
As well as the rotoscoped items, features that were found on
my ‘BOLT’ advert were added. The addition of a website, a QR
code and social media links reduced the white space of the
design which was a target of mine on the previous draft. The
only problem with the additions is that the product is targeting
an audience that might not be on the internet yet, which
would make these features virtually obsolete.
Textual features haven’t been changed yet, due to me
targeting the technical features on this draft. However, on the
next draft, this issue will be amended for my final piece.
Changes to be made
•Text needs to be more readable
•Another rotoscoped feature may need to be added (the
spaceship that appears on the product itself)

Post-evaluation development –
change of audience
•The addition of the spaceship makes the design look more effective
and reduces the white space at the same time. Due to the fact that
the spaceship appears in both products, it’s a continuation of design
features throughout the product range, which will add a subconscious
element to the consumer before purchasing the product.
•The social media links add to the design by standing out. The black
background contrasts with the main can and the turquoise colouring
of the links.
What needs improving on this design
•While the addition of the spaceship is an effective one, I think that a
rotoscoped planet needs taking out as a result. At first, in wanted a
busier design layout but it’s got to the point where it’s a bit busy
design wise.
•Throughout the project, I stated that the text needs amending to
make it more readable for the consumer, however, until now, I have
been unable to change it. This change however has only occurred to
the tag-line and not the title. To be even more effective, the brand
name might have to be in this font as well.

Post-evaluation
development –
change of audience
After completing a merged design and an individual deep
space design, it was time to create the deep sea design. After a
lot of deliberation on the design features (this design was the
toughest, due to the fact that there were few features I could
add to a sea theme)
On the previous design, I felt that the addition of the stars
were an effective feature and I wanted to convert the feature
to my sea theme advert. After experimenting with the bubble
paint brush to no avail, I thought green weeds at the better of
the ocean would be an easier design feature to achieve.
Due to the fact I had completed a similar design already, I put
the social media links and the website address from the start
this time. Despite these aesthetic features been added, I didn’t
add the easy readable text to this draft but I will do on future
drafts.
As for other design features, the fish that has been added to
the layout through rotoscoped is covered by the can and
doesn’t currently add anything to the design. A change in
position and possibly the addition of more fish might be the
right direction for my advert to take.
Changes to be made
•Easily readable text
•The addition of aesthetic/design elements

Post-evaluation
development –
change of audience
The addition of more rotoscoped fish has added to
the effectiveness of the design, while reducing the
white space considerably. To reduce it further, I may
have to add more rotoscoped fish, however, I might
not want to make the design too busy and end up
with the same issue as my deep space final design.
Due to the addition of more fish shapes, the issue of
the fish that was stuck behind the can hasn’t been
amended because it had nowhere to move to. On
the other hand, I may try and move a few other
elements around to make room for the rotoscoped
feature.
Like I stated on my previous draft, the amended
font would be evident on this version of the layout.
However, the same problem that I found on the
deep space layout was also evident on this one; the
font was only changed on the tag-line and not the
brand name.

Post-evaluation
development –
change of audience
After the previous draft, I decided to seek some
tutor feedback and try and make my design as
effective as possible. The main thing that I was
advised was the fact that on my deep space design,
there were stars for the background but on this
design, there was a plain background. From here, I
sourced an image from the internet, before adding
it to the design and turning the opacity down. This
feature gave the design a much needed aesthetic
lift.
After the addition of the bubble image, the fish had
faded behind the image layer and weren’t a part of
the design anymore. To restore them to been an
effective element on the draft, I merged them to
the bubble layer and they then became see-
through, which not only added to the effectiveness
but also brought the fish to been an element of the
advert again.

Post-evaluation
development –
change of audience
•The bubble background is an effective feature and instead of a bit of
white space been evident, it now makes the design look like it has no
whiter space, while looking relatively empty at the same time
•The rotoscoped fish and the paint brush greenery are elements which
I’m glad I experimented with. Before I started this design, I had no
ideas about the layout or aesthetic features of the design but the fish
and the brush tool really helped me to create a design which I think
would appeal tot the target demographic, should it be put on the
market.
What needs improving on this design
•Like the deep space draft, the amended text is added to the tag-line
but not to the brand name, therefore, it doesn’t match and it isn’t as
effective as it could be, which is not a feature I have employed on this
project or on previous projects. This feature might need
experimenting with and another version could possibly be added. On
the other hand, this wasn’t my final product, this was an additional
task I set myself on the project so another design might not be
required.

Task 7: Product Development
The product packaging development in task 5 showed that cans with
little titles and a lot of content were the least effective and the ones
that didn’t grab the consumers attention. However, the ones that
featured a bold title, not necessarily all the way round, but were bold
enough to grab the consumers attention, were the most effective and
most successful. This is why I started this task with a bold font choice
that filled the whole of the screen.
Adding layer upon layer of the same font, I was able to create a 3D
looking brand name on the packaging design. This seemed like a good
feature at the time, but it didn’t really fulfil the clean and concise
layout that I wanted when I started this project. Perhaps taking off
some of the layers would be the best option for the final first design of
my packaging. This would allow the font to remain 3D but also look
clearer and more readable. Sometimes the design that’s the brightest
or the boldest are ineffective because they are trying to hard to be
seen by the consumer, the ones that succeed are the ones that feature
most neutral colours and have a number of subtle bight coloured
elements dotted around the product.
The nutritional information font face, that is in keeping with the
corporate colours is then added. When developing the font and layout
on Task 5, I finally got to a stage where the font looked effective
against the brand name. However, when it was added on this
particular design, the orange coloured text blended in with the ‘BOLT’
lettering. This issue can be resolved by either turning the opacity down
on the brand name or changing the font colour on the orange font
parts. I think the latter will be easier to do, due to the amount of layers
I would have to alter to turn down the opacity of the overall brand
name would be time consuming, compared to the alteration of the
font colour.

Some of the layers have been cut down from the previous layout
design and it looks a lot more effective for it. The 3D effect still
remains but the crowded font face didn’t pose a problem anymore.
However, the problem of the font colouring blending in with the brand
name issue is still evident and hasn't been developed since the last
version of this design. This feature will soon be altered and the
problem will be resolved for the next version of this particular design.
The ellipse shapes that hold the nutritional information also overlays
and blocks sections of the ‘BOLT’ brand name. This can be amended
using a simple change in the opacity on the ellipse shapes.
The text has now been changed on my design, which I believed would
make the layout clearer and more effective. However, the black
colouration that I selected for the font type also blends in with the
brand name, due to the ingredients font spanning into the black
spaces between the letters. The problem that I previously had
therefore still remains. Changing the font again to the white colouring
of the rest of the font would be the best thing to do. Without testing
or experimenting with the font colour, I know that this colour won’t
blend into the brand name, due to the existing white coloured text on
the layout not doing so.
Changing the font to a white colouring has proved to be the correct
way to develop this design. Not blending into the brand name
anymore, the nutritional information text is now readable and
contrasts well with the black and orange colouring on the rest of the
design. To develop this design, the brand name could perhaps be
moved down so it’s centralised on the layout. This would reduce the
white space at the bottom of the screen. A collar design could also be
a effective feature to add on this particular design, but may make the
can look cramped should the ‘BOLT’ brand name stretch all the way
around the collar, like It does on the can.

Moving back to the more traditional and preferred method of laying
out the packaging is an indication that I may decide to use this sort of
layout for my final design. Adding the brand name in the middle of the
layout and adding a lightning bolt above gives the impression that
there will be more content added below the brand name. However, at
this stage, I haven’t decided what this section will feature, I just knew
that I wanted to experiment with a centralised brand name. The collar
design of the can is another feature that has been restored to my
layout. I think without this feature, the can has too much white space
featured on it.
Sticking to the corporate colours, the ingredients and flavourings
information is added to the design. Staying centralised with the text
layout, I feel as if because the brand name is centralised, I don’t want
to end up with a boringly constructed product that looks professional,
but isn’t striking and doesn’t entice the consumer. At this stage, I’m
still thinking about what could fill the white space at the bottom of the
screen. A design similar to that of my avert could be a good way to
make an effective product, while keep the consistency with the design
elements, therefore creating a familiarisation with the consumer
through corporate colours and the company logo.
Adding the nutritional information next was the feature that I was
least sure about on this design. Adapted from the table design., I had
to decided to set the information out in a column system. Even though
it’s not as effective as the ellipse shapes on the previous design, I
wanted to further experiment on this feature and try and get another
original idea, just in case my ellipse tool idea goes wrong or doesn’t
look how I expected to on my final design.

After adding the barcode and other little pieces of content, including:
the recycling logo, the barcode and the website address, my packaging
design was now starting to take shape. The only major problem still
involved having a large gap of white space at the bottom of the layout.
However, I knew that this feature would be amended before the final
version of this draft. Making the lightning bolt bigger and moving the
brand name to the bottom of the screen was a possible solution to this
problem.
Another solution to the white space issue was the one that I decided
to take on this design. On my advert, I had added lightning bolts so
they were pointing to the brand name at 3 points. Trying to emulate
this feature, I added 4 lightning bolts to the layout, which reduced the
white space and made the overall design look effective. Even if this
was not the direction I wanted to go with my design, it works as a
concept and fulfils the purpose of looking striking to the consumer.
After the addition of the 4 lightning bolts, there was still too much
white space on the bottom of the layout. With the top of the can
having the collar design, the bottom of the can didn’t have anything on
it and I feel like the addition of something could help further the cans
effectiveness and give the consumer some extra information about the
product. Due to the barcode and recycling logo been stereotypically
found on the back of the can, I couldn’t transfer them to also be
included on the front of the can. However, the website address could
be used. As a subtle reminder, I added it on both the front, back and
side of the can, which would make the consumer aware of the
website, while creating a familiarity of the brand.

Like the previous can, I continued with the corporate colours that I had
established back in Task 5 and used throughout this development task.
However, instead of positioning the brand name in the middle of the
design like my previous design, I positioned it at the bottom because I
wanted to use all the space available on this particular design. This
may lead to it been less clear and concise than I wanted but it would
be full of content and striking to the consumer.
Adding the collar design from the previous layout, the design was now
framed and just needed the content I wanted to make up the rest of
the design, while trying to come up with how my logo can be
displayed. In the end, I use the same colouring on the logo, but I just
increased the size of the shape. However, when I increased the size of
the bolt, the motion blur faded off the shape and it just had the
gradient overlay on. Re-applying the motion blur on a 111PT blur
helped to restore the lighting bolt to it’s previous blur level. After
adding my brand name at the bottom of the screen and having my
collar design added, I wanted to make the lightning bolt stretch all the
way from the bottom of the collar to the ‘L’ of my brand name, giving
it the visual appearance that it’s striking the lettering.
Next, the addition of the nutritional information. Continuing with the
preferred style of setting this information out, this was fit onto the
design. All the other content was included as normal and all that was
missing was the ingredients and flavourings information. Like I have
stated throughout the development stage, I could experiment with
changing the colouring of the recycling logo to fit in with my corporate
colours. My design on the nutritional information has remained
consistent throughout the project, but I didn’t want to change it
because I believed this was the most effective design I had. Despite
trying an experimenting in this task, I haven’t yet found a more
effective way of laying out the nutritional information.

This design might be one of the most effective designs I have created
in this project so far, but I believe it needs something adding to it to
make it look more effective. I decided that altering the colour of the
background was he way to experiment with different striking features.
Been kept consistent throughout the project, the restrained black
colouring might be the reason why this packaging can’t be as enticing
as it could be. I therefore decided that flipping the colours of the
current design and having the background as orange and other
elements as black would be the best way to alter the design.
After changing the colours of the background and the gradient level on
the lightning bolt, it was clear to see that this feature wasn't going to
work with this particular layout. The lightning bolt shape didn’t look as
effective, the brand name blends in with the background, as does the
ingredients list. This bold and risky technique hasn’t paid ff on this
occasion and restoring the colours to the restrained black with a few
subtle bright features might be the way to carry on my design.
Even though this design might not be the most striking or colourful
can, it certainly has plenty of features to catch the consumers eye. The
contrasting colours, the motion blur lighting bolt and the bold font
choice on the brand name are just a few features that make this can a
successful and effective packaging design. The white on the stroke of
the ellipse tool, which I worried about at the start of the task, now fits
in with the rest of my layout colouring, due to the font of the
ingredients been of the same colour, as is the website address of the
company.

What are the technical qualities of your work?
One technical code I have included in my design is the little ellipse shapes
on the nutritional information side of my can. This was done using the
simple shape tool in Photoshop, and transformed to the desired size.
However, I wanted 5 of these shapes and wanted to get them of the same
proportions, so duplicated them instead of doing each one individual.
After I had completed the ellipse shapes, they were black in colouring,
which would evidently blend in with my background of the same colour. I
looked at my effects I had to choose from and decided that a stroke
would be the best technique to add to the ellipse shapes, It gave them
enough definition to stand out on that side of the can but didn’t detract
too much attention away from the key content on there either.
Another technical quality I experimented with on my packaging was trying
to make the lightning bolt stand out more than it already did. Inner glow,
outer glow, stroke and drop shadow were a few of the effects I tried to
use on the shape. However, they all gave the lightning bolt the look I
didn’t want. What I wanted was to have the lightning bolt look like it was
in motion. I then decided that maybe a filter might be the correct effect
for me to use. Blur was the most relevant to what I wanted and after
experimenting with tilt-shift and Gaussian blur, I knew that motion blur
was the correct filter for my product. Giving the correct amount of blur
without making it impossible to tell what the shape is, motion blur gives
the impression that the lightning bolt is in motion, moving towards the
bolt text. After this, a gradient level was added to the shape to make the
lightning bolt in motion look like it was charging and about to strike. This
was done by selecting different shades of orange and adding it to the
gradient level options to choose. However, unlike my advert, I didn’t need
to experiment with colours, due to me already getting the correct colours
for my adverts lightning bolt.
Task 7: Packaging Evaluation

What are the aesthetic qualities of your work?
The Orange and black colouring of my design compliment each
other well by contrasting, which makes the packaging design look
striking and effective. When first thinking about my can design, I
wanted to make it as bright and vibrant as possible, which led to
me colouring the design orange. However, on finding that my
target audience will be turned from a mass market to a younger
demographic, I changed the colouring to a neutral colouring.
Also contrasting on my design is the text on my nutritional
information. Picked to match the colours of the font and the fonts
inner glow, the text on the nutritional information doesn't stick out
and add another colour to the design, but instead, matches the
colours already on the layout.
I experimented with the size and colours of the lightning bolt
throughout the development process of this task. Making the
shape too small led to there been too much white space on the
canvas and therefore the overall design was deemed ineffective
After this, I decided to see what a full page lighting bolt with the
text fitted around would look like. The overall design looked good
but the shape took too much away from the product name, which,
in can design, can’t be done. Ideally, a producer wants the imagery
and logos to link with the product name on the page and try and
create some familiarisation with the consumer through house style.

Are there opportunities for further development of your work?
Due to me deciding on a clean and clear layout for my packaging design,
there are very few pieces of information or design elements featured on
my layout. This is an effective way to carry out can design and a
conventional drinks company technique. Many consumers of the product
buy it because of the advert or the packaging, but very few, if any, buy it
for the information on the can. If I were to repeat this task, I would
experiment with different content and try positioning it in different areas
around the layout to see if I can try and make the most of my space on
the can.
The nutritional information angle of my can looks too simple and clean
to be striking and enticing to my target demographic. The use of the
restrained beige colour for some of the font type doesn’t fit in with the
rest of my can design, while this colour choice doesn’t show a
continuation of house style throughout my products (advert and
packaging). Another colour could be selected for the font type, but I think
the same thing can be said for those colours: they don’t feature
anywhere else on my design. I think either changing the colouring to
white or having it all in the shade of orange are the options that I have,
which I would experiment with further should I revisit this task. The same
central positioning of the content on the back doesn’t help to make the
can more aesthetically pleasing either. On the other hand, most
conventional energy drinks cans use this way of display on their
nutritional information and as I have stated on other tasks, I am trying to
fit in with an existing market, not try and create a new market, so must fit
in with product design and existing codes and conventions.

Are your final pieces fit for purpose?
A packaging function is to look striking and eye-catching to the potential
customer of your product. With the contrasting colour scheme and the
bold lightning bolt shape, I believe my product is fit for purpose. Previous
versions of this design have been badly constructed and focused more on
layout than content, which led to an unprofessional quality to the
product.
However, with the addition of formal elements such as shape and line, I
was able to make a product that would be marketable, had this project
required me to. The back of the can features most of the text ton the
overall product and is the side of the can which looks the most
professional, due to it looking effective and, surprisingly, not crowded,
despite the amount of text. When I add my packaging to my advert in task
6, this will be the real test of whether it is fit for purpose, but as far as just
the packaging is concerned, I think it fulfils it’s purpose and is effective at
doing so.
If I were to make any changes and make it more fit for purpose, I would
make the beige text on the nutritional information, orange like the rest of
it. I believe beige is a restrained colour and isn’t striking, which the overall
packaging design should be. However, if I changed the font colour, there
would be no change in colours on my layout and therefore there would
be no contrast through the fontal style. If I were to repeat this task again,
I might have to experiment with various colours to contrast the orange
colouring.

What areas of planning and development worked well?
Like all development tasks, this one helped me decide what works
and doesn’t work on my packaging design. The areas of my can
design that were developed on throughout the process and how
this helped me make a better product:
•The separate lightning bolt shape and brand name was one
aspect of the can I wanted to develop. Previously in task 7, I
created a design which incorporated the letters of my brand name
spanning round the whole of the can. Due to the white space and
lack of collar design, I decided that the two should be separate.
•My corporate colours have been experimented with and changed
at many pints in this task. Starting as Black and orange as my two
primary colours on the design, I developed it to also include white
colouring within the layout. This is therefore following on from my
advert design and showing continuity on my house style. If this
product was to be made, it’s important to get the consumer
familiar with your corporate colours, so continuity through
different mediums is a good way to do this.
•Layout regarding nutritional values was a big aspect of my
development on this task. Starting as a table, I soon developed
this design to feature the information in ellipse shapes. This was
due to drinks companies not laying out their nutritional
information in table in the UK, but instead, list them. However, I
wanted to emulate a design from an existing product I had found
that is relatively unconventional in the energy drinks market.

What areas of planning and development could have done with more
work?
•The centralisation of my text on the nutritional information section is
restrained and dull. This feature could have been developed more and
experimenting on this aspect may have led to a better final product.
However, when I previously addressed this issue on previous versions of
this can, it didn’t look any more effective as the current design. As well
as this, existing energy drinks companies use this kind of layout and I
wanted to try and fit in with the market.
•The ellipse shapes that hold the products nutritional information is an
effective way of displaying this information. However, the final design
features these shapes with a matte black colouring, compared to the
reduced opacity and metallic look of the rest of the product. This makes
it stand out, compared to the other elements on the can. Nutritional
information is a key feature, but is less important than the brand name
or company logo. A simple opacity change will resolve this issue and
restore the product to look effective again.
•If I would have left the can design that included the letters spanning
round the can back in the packaging development task, instead of
developing it on Task 7, I would have had more time to develop good
designs like the one I have now. On the other hand, I thought I could
develop it and make a good product with the big lettering layout.

What effect did you think your development stages had on the final
product?
Looking at the last two slides and seeing how my development and
planning stages have benefited and disadvantaged me, I would say this
stage didn’t help that much. However, I had a set amount of time to
develop and plan he product, I had to work on the areas that were top
priority and would give the product optimum effectiveness.
If I wouldn’t have had the development stage, certain features wouldn’t
have been noticed and amended and my product wouldn’t have been as
effective, so I would say, overall, the development stage had a huge impact
on the construction of my final product.
If I wouldn’t have had the development stage, these elements of the
packaging wouldn’t have been changed:
•The brand name and logo would still be spanning the whole can, with the
nutritional font blending in with the brand name text. The development
stage enabled me to amend this feature and have a clean and clear looking
can design.
•The nutritional information side of the can would still feature a table on.
This, of course, would have led to the can been effective in the UK energy
drinks market, due to the table been a US design feature instead. By
developing the can and planning the design features, I discovered this
feature flaw and immediately developed it to the design that is now
featured on my final design.
It can therefore be said that my product wouldn’t have been half as
effective, had I not had the planning and development stage and the
impact of these stages were monumental in the construction of a
successful can.

Different flavours
Things I like about the design
• The way in which the names of the products fit the colours that I have added. I did this by
selecting which names I wanted out of the list I had compiled in Task 5 and then paired it with
the colour I believed would best suit this name.
• I like how every can transfers perfectly well, regardless of the colour. Even though some cans
look mores striking and effective than others, as an overall product range, they are all effective.
Things I dislike about the design
• Some of the aesthetical features on the design are not centralised and look out of line. This can
easily be changed by selecting the ruler tool and put all the content on the same line. If it’s for
textual elements, you can do this by pressing central on the paragraph layout, but design
elements will have to be placed manually.
• The inner glow that is evident on the orange ‘BOLT’ text isn’t visible on any other colour in the
product range. You can see a slight hint on the red can but not as much as I would like. As for the
others, it’s non existent. This is another feature that can be changed easily. By selecting inner
glow and increasing the size, the inner glow will then be visible on the designs.
What I would change if I repeated this process
• The positioning of the product name may look like it’s on the can, but the black overlay is hiding
the fact that this would be the traditional metal bottom part of the packaging. This would
therefore mean that if the product name was placed here it wouldn’t be visible. Finding another
place for the can will be an easy task, due to all the white space available on the design layout.

Different flavours
• The new positioning of my product name is now clearer and more noticeable to the consumer. This a
good feature when starting to promote a new product range, due to the producer wanting to get the
consumer familiar with the products, the corporate colours and the company logo, which this design
does.
• Even though I liked the lightning bolt shape been incorporated on my products and as my company
logo, I wanted to experiment with a sourced image as my packaging background. This therefore ranked
my bolt shape obsolete for this particular can design and the lightning on the sourced image was
enough to allow the consumer to make the link between the image and the product name to make an
instant recognition, even when the original lightning bolt is on the front.
• I don’t like that three cans differ in design, compared to the other three. The sourced image is the
only difference on the cans, however, it has a huge impact, due to one of the images been a lot darker
than the other, this leads to the cans looking like they're part of a different collection. On the other
hand, these are alternative designs and experimental designs should be the function of these designs.
• The product name on my can design is much improved in the positioning, but the size of the text
needs increasing to be more striking on the layout. However, my product name and logo is the primary
piece of information, where as the product name is a secondary piece of information and should be
smaller than the product name text. Therefore, the size of the font on the product name could be a
little bigger, as long as it doesn’t overtake the company name on the hierarchical order of layout.
• Due to my product trying to be for the mass market, I might need to change the opacity on the
sourced image. A younger demographic would not struggle to see the sourced image that has the
opacity turned down on it, however, an older audience may struggle with the image. Therefore,. I think
this feature should be changed so the target audience of this product is restored to a mass market one.

Different flavours
• I like that the sourced image remains a prominent feature on my design, despite having a lightning bolt
added on top. Despite it looking effective, I may still have to change the opacity of the sourced image
because it is been somewhat blocked out by the lightning bolt shape. Another way of resolving this issue
would be to turn the opacity of the lightning bolt down to make the sourced image more visible.
• Since I mentioned that I would have improved the inner glow on some of the designs had I repeated the
designs, I took that onboard and changed it for this design instead. The inner glow is now evident on all
six of the cans and helps the key text on the layout stand out from the less important information.
• The addition of the lightning bolt makes the layout of the can look crowded and busy, one function that
I didn’t want for my design. I think the packaging only requires either the lightning bolt or the sourced
image, not both. However, if they are both added together, the opacity of the shape needs turning down
to blend into the sourced image.
• The shapes and fonts that are evident on the layout are not aligned, just like on the previous layout. Due
to there been the sourced image, which has a line that runs from the top to the bottom of the screen, it
can be a lot more easily seen on this particular design.
• I would remove the lightning bolt shape and remain with the sourced image. You can only have one of
these aesthetical features on the layout at once or it looks ineffective. However, the sourced image on it’s
own would have been a replica of the previous design, so further experimenting on it was the only way to
go with it.
• I would pick a darker colour to contrast the lighter one on my gradient layers. Without the motion blur,
you wouldn’t be able to tell that these lightning bolts were charging and ready to strike the company
name. Selecting a darker colour will show how the bolt goes from dark to light on the gradient layer ad
will therefore gives the visual suggestion that the bolt is just about to strike.

Different flavours
• How I could just take one portion of the sourced image and transfer it onto the can, giving the distinct
impression that this shape ahs now replaced my motion blur lightning bolt as the logo on this particular
packaging design. This feature travels from the top to the bottom of the design, and because it’s not as
wide as the bolt shape, it doesn’t cut out any of the text at the bottom of the layout.
• This is the clearest layout on any of my designs yet, but because it has a shape flowing down the whole
can, it doesn’t look as empty or full of white space as some of my previous versions. The bolt helps to
split up the white space and makes it look like there is hardly any white space, when in actuality, there’s
plenty.
• While the bolt from the stock image is effective and striking, it needs moving slightly over toward the
left hand side of the can. This doesn’t affect the middle of the can because it’s full of white space, but
nearer the top of the can, it blocks a bit of the ‘BOLT’ company name out and makes it a bit more
difficult to read. Moving the can over a a few places won’t be time consuming, however, it will make a
major impact on the success of this product range.
• I move the company and product name up towards the middle of the layout, due to there been a mass
of white space around the middle of the design. However, I don’t want this layout to look like my second
draft on my development section when I first started and have a lot of white space at the bottom of the
screen and have nothing to fill it with.

Different flavours
• The addition of a secondary lightning bolt means that there is even less white space than in the
previous layout. However, a lot of white space still exists on the edges of the layout, but I have to choose
between having a clean and concise layout or having white space dotted around my design.
• This layout is the most striking design I have constructed so far in this project. The bright colours and
the bold shapes help it to look enticing to the consumer. On the other hand, the busy aesthetical look of
the product detracts some effectiveness from the design.
• The primary lightning bolt in the design doesn’t look like it has the gradient layer added to it. On
previous designs, it’s been clear to see how the shape goes from dark to light, however, on this set of
products, it’s not as clear. Selecting a darker secondary colour might need to be undertaken to restore
the lightning bolt to it’s gradient layer colour.
• I would remove one of the lightning bolts. Like I said on one of my previous product ranges, only one of
them on the same design works, two doesn’t. However, an alternative to removing one of the shapes is
to turn the opacity down on the front lightning bolt so the one at the back is more visible.

Side Back Front
Post-evaluation development

Post-evaluation development – Changing the
audience
My final product was a very mass marketable product that, despite a few features that could be linked to a few
demographics, was a mass market product that would fit in with the existing energy drinks market. This is why for my
change of audience task, I decided to make my product very niche and focused on one certain demographic. In my
planning task (Task 3) I had another idea for developing an energy drink for a young demographic, due to the products in
the market at the moment targeting a teenage audience. Obviously, ethical and legal constraints will have to be assessed
for whether the sugar and energy content in the can is suitable for such a demographic, bit I’m focused on a more design
idea right now. I have made the product specifically for a very young male demographic, hence the colouring of the blue
on the can. I have further added topic such as space and the sea to try and entice this audience with aesthetic features.
Finally, the font used on these cans aren’t relevant to the topics but it is proven that young demographics are easily
swayed by visuals and by having the product name in the font it is, it makes the young demographic think about video
games, due to that font been used on retro video games. It is tapping in to a subconscious element of the consumer.
without them even knowing it, therefore selling more products.

Task 8: Web Banner Development
I thought due to the e-media platform been more accessible to a
younger demographic, I would design my web banner to include
features that would most suit a younger target audience. This
therefore prompted me to choose a bright colour that would contrast
with a darker colour. Unlike my previous colouring of dark background
and bright font and content, I flipped the colours to have a bright
orange background with black font and other aesthetic features. This
was a good idea for this particular design, due to a younger
demographic trying to be reached, however, the inner glow on the
BOLT brand name could have been changed because it’s barely visible
on the orange background behind.
This product was the third in the range so far so I was hoping that if
these products were put out to the public, consumers would be
familiarised with the brand by now. For this reason, I decided to drop
the tag-line for Task 8, but instead, rely on the brand name and brand
logo. This was a big risk: if the consumer was familiar with the brand
and products, it would pay off, however, if not, the product won’t be a
successful one.
The same content on either side was decided on because it fills in
white space and makes the advert clear and to the point, while
informing and advertising the product. The motion blur lightning bolts
stand out on the layout but not as much as when the black background
and orange bolt were used on my designs, this may need to be
reviewed later in the task but for now I’m just experimenting with
different elements of design.
Finally, I added the social media links to my layout, which would
hopefully appeal to the younger audience that view this web banner,
while potentially prompting the older demographic to discovering the
product through a new medium that they may or may not be familiar
with.

After I had produced my first design, I did some further research on web
banners, as well as the research that I had done before starting Task 8. I found
that the web banners that I had viewed and made assumptions about the
audience been younger were tailor made to a younger demographic, but more
importantly, I found that web banners can be for a wide range of audience
types. Deciding that a web banner aimed at younger demographic wouldn’t
appeal to my desired mass market target audience, I changed the design and
colour for my design.
Going back to the traditional BOLT house style that I have used on all my other
products in this project, I knew this layout would target a mass market,
compared to my previous design. Adding exactly the same elements as my
advert, the BOLT brand name was the most predominant feature on the layout,
with the tag-line been absent once again. I wanted to rely on brand familiarity,
rather than a memorable tag-line.
Adding the motion blur lightning bolt with the gradient overlay gave the design
some bright elements to the layout, which it need s to be effective. Adding the
secondary brand name was added because there was some white space at the
top of the screen, while the lightning bolt that replaces the ‘L’ lettering furthers
the brand logo and hopefully furthers the consumers familiarity with the
product, which will therefore prompt them to subconsciously buy it. However,
the inner glow has not been increased on the top brand name and doesn’t fit in
with the main brand name on the layout. Adjusting this element will be quick to
do but will make a huge impact on the success of this particular product.
Lack of room on the design meant that I couldn’t fit the website address on the
layout tat fist. Realising that this certain content piece is key to the product, I
transformed the font and rotated it 90 degrees to enable it to fit on the left
hand side of the screen. The same could be said for my social media links, they
wouldn’t fit horizontally on the page like normal. Instead, I had to arrange the
logos so that they were vertically arranged and therefore could fit on the
design.

Due to this part of the design been the development stage of the task
and therefore experimenting with the design and aesthetical qualities
was key to the success of the web banner. After establishing that web
banners can be made for a range of target audiences, not just a
younger demographic, I wasn’t going to change the colour that would
appeal more to a mass market. Instead, I decided to change the web
banner size so that I would have to change the positioning and the
layout of my web banner to fit the change in size.
Going for a more rectangular design, it was important that I stack the
fontal features of the design on top of one another, instead of
spreading them out across the screen. Centralising both the website
address and the brand name, it made the web banner look
professional, instead of looking poorly made had I not constructed the
layout or formal elements properly. Again, the secondary piece of text
on the screen doesn’t have an inner glow added to it, however, if you
were to add this effect to the website address, it would discolour and
look more ineffective than it does without the inner glow.
After looking through my designs for previous task, I came across the
different flavour section of my packaging development. Within this
section, I found a feature that would fit perfectly with a web banner.
The lightning bolt that I had emulated from a sourced image would
further the effectiveness of the web banner should it be added
correctly. Putting the shape through the text made the design look
striking , while allowing the text to be readable still. The absence of an
inner glow on this shape made the website address fit in a bit more
with the overall l colour scheme of the layout.
White space in the right hand corner of the screen was my biggest
issue on this design. After looking for other content that could fit in
that space, I decided to remain consistent and go with the social media
links that I had used in my previous designs.

The previous design was good to experiment with and develop but I
knew after constructing them that I wasn’t going to take them forward
to my final design. For this reason, I went back to t eh full banner size
for this design.
Carrying on with a bit of continuation in regards to the colour scheme,
I wanted to further experiment with the aesthetic features of the
previous layout. The lightning bolt shape worked well on the last
design, but because it was a rectangular web banner, it had to be
shrunk down, which made it look poorly constructed and ineffective. I
wanted to use this feature because it meant that I didn’t have to use
the motion blur lightning bolt which has been overused in y previous
tasks, while the lightning bolt also ensures that white space is cut
down.
In terms of font on this design, I had to reduce the size of it because I
knew I would add other elements to the design, which I wouldn’t have
been able to accommodate, had I kept the size of the text the same.
The reduction in font size meant hat the inner glow added a
discoloration to the font. Removing the inner glow was a clear choice
because of this reason, but also because it now fitted in with the
other non inner glow features on the design.
Like other designs, the web address was then added to the product.
After adding the web address, a large portion of white space was
evident on the right hand side. Looking through my previous designs, it
was clear which feature I would add to this particular design. The
social media links were added and increased in size, due to me
matching the size of the links with the text on the right using the ruler
tool on Photoshop.

Further development on my second and third drafts

Further development on my final design

What are the technical qualities of your work?
For my web banner, I knew that I wanted to try and emulate some content and design features of my advert, some of which can
be seen on the web banner. However, a few features that I added to my web banner are features that weren’t included on my
final advert or packaging designs, but were on the different flavours section of the packaging development.
The lightning bolts were made by selecting a certain section of a sourced image using the magic wand and then transferring it
onto the desired design. After going through this process, I still had to change the colour of the shape. Colour overlay was the
obvious choice, but just in case I wanted to add a clipping mask later on, like on a few of my development versions, I needed to
add an inner shadow. The inner shadow added the colour I need for now, while leaving the option to add the lightning strike,
metallic colour in later.
Another technical feature that is included on my layout are the social media logos. Included on my advert, this is a feature that I
wanted to try and transfer onto my web banner. Due to the risk of the logos getting pixelated if you transferred them over
Photoshop documents and resized them, so I had to repeat the rotoscoping process that I had to originally undertake in Task 6.
Rotoscoping the logos are relatively easy and quick to do, but they can easily go wrong and you have to start the process again.
Starting out with the polygonal lasso tool, I managed to rotoscope the Facebook logo, but it missed out a few pieces, due to this
sort of tool been designed for straight line rotoscope work. This is when I decide to swap the polygonal lasso tool for the
magnetic lasso tool. Going round the edges and doing what it suggests, sticking to shapes, I managed to perfectly rotoscope the
logo. Repeating this process on the Twitter logo gave me two effective logos for my web banner. Even though the background is
not black anymore, I kept the stroke on the edge of the box to signify the logo even more.
Task 8: Web Banner Evaluation

What are the aesthetic qualities of your work?
Like all of my products I have made this far, the contrast on the web banner is the main feature of this product. Even though
the orange doesn’t contrast as effectively as it does with the black on the advert and packaging designs, the white of the
lightning bolts, along with the orange text contrasts well with the dark background of the sourced image I have added. If I were
to repeat the process though, I would turn the opacity up on the sourced image to allow it to stand out more and further
contrast with the more vibrant colours on the design. Doing this would take little time, but would make a huge impact on the
effectiveness of the web banner.
The sourced image is a feature that I used on the product packaging development for my different flavours and
discovered that it looked effective when teamed with bright colours. Amending the image to fit onto the web banner was my
first task. Realising that it would be easy to make the image pixelated by stretching it too much, I made sure that I held down
the shift key so the image would transform in equal proportions and wouldn’t pixelate as much as if it was free transformed.
Initially, after I realised that the image would have to be stretched, I tried to look for other images. After experimenting with
other sourced images, I decided that the best image was the one that I had added initially to the layout.
On my previous design, I had relied on my tag-line and my brand name to try and advertise my product. However, due to me
picking the full banner, I didn’t have much height on my piece to fit my brand name on top of the tag-line, so had to choose
between the two. I decided to use the tag-line, due to my brand name been incorporated into the tag-line and the tag-line been
more memorable and relatable than the brand name on it’s own.

Are there opportunities for further development of your work?
After completing the web banner for this task, I looked at a few existing web banners that were trying to advertise and sell their
products online. While they had a similar layout to mine, due to them also having issues with the available room that they have
to work with to get all the relevant content on, they also had an animation element to their web banners. Whether it was just a
change of colours or moving text or products, they had something changing on their web banner that made it stand out more
than just a normal, still image banner. If I added an animation to my banner, it would makes sense that I try and add it to the
text or the bolt on my page. Making it look like my lightning bolt is striking would be a feature that would be effective and
wouldn't take too much attention away from the other content on the web banner.
Throughout this project, white space on my products has been a major problem for me. Even though I have wanted a clear and
concise layout on all my designs, there has been a bit too much white space for my liking on the designs. This web banner is no
exception this rule, there is too much white space featured on the product. The left and right hand corners on the web banners
could feature some form of information that will inform the consumers about the product. However, if it’s too busy on the
layout, it’s already been said that a busy layout is ineffective for trying to grab the consumers attention, so this type of layout
might be better if the purpose of the products to try and inform or advertise a certain product.
Even though I have chosen this design to be my final one, I think I still need to experiment with the positioning of the lightning
bolts. On my previous design, the lightning bolts curved towards toward the right and left corners of the screen at the end, but
on this one, the bolts cross and finish in the middle of the screen. This isn’t an effective feature, but the previous design helped
to reduce the white space, while ensuring an easier method of animating the bolts should I go forward with this technique (You
may struggle to see movement t the ends of the bolts if the shapes are crossed at the ends).

Are your final pieces fit for purpose?
The purpose of a web banner is to advertise and to grab the attention of the consumer. Through features such as the
colouration of the shapes and fonts and the sourced image, I believe that my product fulfils the purpose it set out to achieve. If
features like the animations and the sourced image opacity increase were amended then this product would be a lot more
effective and therefore further the enticing nature it has towards the consumer of this web banner.
A continuation of the house style from previous products is another reason why this final piece is fit for purpose. The dark
background with the bright coloured fonts and shapes have been features that I have used throughout my products and tasks.
Making this a feature in the web banner mean that consumers would identify the product as a BOLT one without reading
whether it is or nor, they will subconsciously know the house style of the company in their products. As well as this, on the web
banner I was able to change my background and my bolt shape because the tag-line and the colouration of the product meant
that consumers would still identify this product as in the BOLT product range, despite having different design and layout
elements featured within it, therefore making this product fit for purpose.

Advert Design for Energy Drink BOLT

Advert Design for Energy Drink BOLT

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