The document provides feedback on a client project to create a lookbook for a vintage clothing store. Strengths included thorough research, effective planning, and consistency in aesthetic. Weaknesses were a lack of communication with the client, limited time spent on planning and research, and room for improvement in photo editing skills. Based on peer feedback, the creator would make changes like using a plain backdrop for photos and applying additional photo editing techniques to improve the lookbook's professionalism.

1. Evaluation Client Project
Daniel Thompson

2. Research
• Strengths:
The biggest strength of my research in this project was that I was able to actively work on
everything with the owner of the product and therefore I could cover more avenues and conduct
more important research. My strongest piece of research I did for this project is definitely the
survey from survey monkey. This was down to the survey allowing me to ask the questions I really
needed and get answers in any form that I choose be it a pie chart, multiple choice or even a
ranking system. It helped both me and my client work out who we were trying to connect to.
• Weaknesses:
The main weakness for this project's research was that I did not conduct as much of it in general
as I would benefitted from it greatly. Because of this, I had a really tough time tweaking my
product from an early stage which consequently took some time off of the production stage of
my project.
• Improvements:
To improve this section of my production, I would simply spend more time on it and keep in
better contact with my client throughout the project as our message meetings were few and far
between, effecting my sense of direction and motivation to get specific parts done in time.

3. Planning
Strengths:
The biggest strength of my planning for this project is that I was able to experiment with different
fonts, colour schemes and features that I could potentially feature in later versions of my product.
I was able to put them all together and see a mockup design of my product as it would look which
helped me shape the future designs I came up with for my final product. I was able to create a
layout plan for my product which pushed me in a direction for production helping me figure out
how to fit everything into my pages.
Weaknesses:
The main weakness of my planning is that I was mostly going off of my own instincts and research
of the audience for my client as we did not keep good contact with one another. This became
apparent later in my work when my client finally saw the bits I intended and wanted quite a bit
changing.
Another part of my planning which was not the best was the lack of potential fonts and variations
of colour schemes I had gathered together. Because I only used two schemes and two fonts for
each variation, I was a lot more restricted in the content and aesthetics I knew I could use and
depend on. This could maybe have been remedied by creating more potential designs or simply
gathering more fonts and colour pallets together.

4. Time Management
Overall, I feel like my time management was rather poor. I did create a schedule and
followed it perfectly to begin with but then began to slip behind which showed
ultimately in my production phase as I was having to catch up while also creating the
big product. This resulted in lower quality work than I would have desired and I know
that I would have been able to do a lot better had I given myself and each piece of
work the time when I got to the section. To improve my time management for future
reference, I will create more than one schedule. One for the PowerPoint Phase and
one for production so that it doesn't feel overwhelming. I will give myself realistic
amounts of time to complete certain tasks and will be sure to keep a contingency plan
should I begin to fail again. Also, I will be sure to use my tutors' help as much as
possible and as soon as I feel myself falling behind the schedule. This will ensure I
don't just let myself fall into old bad habits as I have done before. If I had more time to
improve my work, I would have focused on the planning PowerPoint a lot more –
adding more potential routes to go down in the manner of fonts, colour palettes,
themes and so on. This would have given me more creative freedom in the long run
and would have helped me to create the product I know I could have done. I would
also spend more time talking and discussing choices and possibilities with my client to
avoid miscommunication and lack of communication too. This was my biggest mistake
during this project and I have learnt from it for future reference.

5. Technical Qualities

6. Technical Qualities
The colour schemes in both products are purposefully simple to emphasize the outfits
shown. The example product’s colour scheme and style is a more slick, modern one while
my own is sticking to the theme of my client by using a more vintage, patterned design.
There are small descriptions next to the outfits to inform the reader of what the outfit/item
of clothing is. This helps the reader gain an understanding of what the pieces of clothing
actually is and in my design, the reader is told who’s jersey they are looking at and the team
they play for. As opposed to showing off different outfit variations on the same page, my
product shows off one jersey or jumper each page with a view of the front, back, and sides.
Not only does this further give off an idea of what the outfit will look like worn, but it also
directly shows the reader how the clothing fits (slim fit/baggy/etc). In the example
screenshot, you can see the models are acting in a professional manner and are clearly
experts in their field of work. In my product, I decided to make my models look more casual
in their photos as to appeal to the more casual audience. It shows off a more obtainable
style and entices the audience to go have a look at the shop’s clothing and see what it
would look like for themselves. There are a lot of blank spaces on the professional example
which are used to further the modern, clean art style they have achieved. In comparison,
my product has aimed to fill in most blank or white areas with wood textures and boxes
with colour in them.

7. Aesthetic Qualities
• Personally, I think my product is very aesthetic. I really liked the original colour scheme
my client used and therefore stuck with that for my own product. It gives a nice vintage
style to the lookbook and furthers the fashion of the clothing featured. I like the quality
of the photos and feel that they show off the outfits to the reader nicely however I also
feel that there is a lot more I could have done with them such as editing in Photoshop. I
could also have taken the photos in a better area (not just in the store but in a proper
studio such as the one offered to us in college) as this would have made the photos
look a lot more professional. I like the wooden background I have used as it feeds into
the theme nicely and also gives the pages some life instead of looking bare and empty.
Instead it is more warm and welcoming which is what customers and viewers would
want from the business. I used the same font as my client used for his store front as it
also sticks to the vintage/retro theme that my client wanted me to achieve. It also links
the store and product together nicely giving them a distinctive style that would be
familiar to people who shopped there before my product was created. If I had more
time, I would most definitely have taken some higher quality photos and edited them to
a much higher standard. I would also have changed the beige coloured background
either to another colour or even getting rid of it in the first place as I feel at first glance
it can appear rather tacky. Finally, I would also change the cover of my product to
something more professional looking. I was not happy with how the final cover design
looked and feel that a lot more could have been done to it to really sell the retro
aesthetic.

8. Audience Appeal
Looking at the end product, I feel that my product did fit the agreed target
audience and did meet the needs agreed upon with my client. However, I still
feel that a lot more could have been done both in the respect of content and
also design. I made sure from the beginning that my product would use
simple, easy to read fonts and less distracting colours surrounding the texts as
to make it easier for my audience to use the product effectively. I also, as
agreed with my client, made sure I used welcoming, warm textures and
colours in my product such as the wooden background giving the aesthetic of
a warm, wooden country house and the colours being used being the same as
the business making it all look more familiar. If I had more time I would have
added more of a description that helps the reader in identifying and choosing
what they want or what they like about a product. I would also have added
more pages to show off more work to the audience which would have given
them more of an idea about what to expect from my client's business. A
contents page splitting the products up into sportswear, vintage, shirts, etc
would also have helped the accessibility of the product.

9. Peer Feedback
• What did you like about the product?
• Good fashion photography; models appear enthusiastic and motivated, clothing styles
are consistant and well-matched. However, the location could be better, as it looks
haphazard and low-budget.
• No part of the product comes off as mismatched on contradictory, all design elements
are of complimentary colours and shades, and the font choice is not imposing or
otherwise aggressive in any way. Furthermore, the shadows offset the brightness of the
images, as well as creating a natural look.
• What improvements could have been made to the product?
• There is no information given as to where the clothes can be purchased, who makes
them, the size range they possess or if they have any variants. Overall, the product
could benefit greatly if more information on the products themselves is provided.
• The product's background comes off as a little shoddy, the wood panelling combined
with it's grey colour coming off as a little dull, looking like the product was made in a
shed. Also, the alignment of the images could use work, in order to make the product
seem less cluttered.

10. Peer Feedback
• What did you like about the product?
• I like how you have stuck to the style of how models are seen
such as how the photos that are taken, this makes your
product seem more professional and realistic. x
• What improvements could have been made to the product?
• Improvements that I would say maybe a change up of the
location of where the images were taken etc and maybe a few
more different models for the variety. x

11. Peer Feedback
• What did you like about the product?
– I like the consistency between the pages, it sets a clear theme and I
think this works well with all the images used and makes everything go
well together.
– I like the style of images and the way they have been used, kind of an
old school look and all of this works well.
– I think the background of each photo being the same makes it easy to
compare what is going on in each photo and compare all the clothing
they are wearing for each different team.
• What improvements could have been made to the product?
– Certain images could have been edited better with the cut outs, for
example on the front cover where some parts overlap, apart from this
though everything works well and loos good.

12. Peer Feedback
• What did you like about the product?
– The continuity between the pieces is very good as you can clearly tell
they are all from the same piece
– I like how the poses of the models are the same throughout the
photoshoot. It shows all the angles well
– The font is very fitting wth the theme of American Football
What improvements could have been made to the product?
– Despite saying how I like the continuity I feel another few designs with
a different style would be nice to see as it splits up the piece and
creates variation
– Some more editing to some of the pictures would be nice so you can
showcase your Photoshop skills more

13. Peer Feedback Summary
• What do you agree with from your peer feedback?
I agree that the backdrop could be a bit better looking as it looks rather low
budget but there were no other places nearby we could have gone at the
time as the client would not allow me to take the clothes away.
I also agree that the colour scheme fits well with the product giving the
vintage style it holds.
I agree that my images used could have been edited more to show off my
Photoshop skills however, again my client wanted the images looking natural
for how he would use the finished product.
• What do you disagree with from your peer feedback?
I disagree that I needed more models for the photoshoot as the product is
more about the clothing than the people wearing them.
I also disagree that the product needed more information on the clothes as
the product is simply a lookbook to show off the style that the shop sells. My
client also told me he will be sending the product abroad to act as an example
as to what he wants his co-workers to scout for.

14. Peer Feedback Summary
• What changes would you make to your product based upon your
peer feedback and why?
I would have either brought a plain backdrop to use in the photoshoot
instead of settling for some patterned curtains which would have
allowed me to edit the background into the product more seamlessly
to create a more professional aesthetic. Alternatively, I could have also
used a plain background, left it blank and started to follow a more
modern, slick looking look book like the example shown earlier in this
PowerPoint. This could however break the vintage style I was trying to
achieve.
I would also edit the photos themselves using various editing
techniques I have learnt over my time in this course. This could make
the clothing look more appealing to customers as they would see it in
the best possible situations. It would also have helped me develop my
skills in this line of work too because I could have followed online
tutorials to learn and apply new skills in Photoshop which can be used
as much as needed in my near future.