Desig pro forma

Design for
Advertising
Developing, producing and evaluating

Initial Ideas
Sports drink: This focuses energy from organic sources and plants, so there is nothing artificial, everything is natural.
It will come in a bottle with a sports cap.
The target market are people who like to exercise. The age group who like to exercise. The age group will people in
their 30s-40s, people who want to keep fit, but feel excluded by other sport energy drinks on the market. This will be
aimed at middle class people.
Colours of the sports drink will be natural and organic, but it also must look sporty, but the main focus is energy that
comes from plants.
Simple name should appeal to older people.
Music drink: This focuses on the energy needed for going to music gigs and music festivals. The product will be like
relentless and be caffeine and taurine based. It will come in a can and be fizzy.
The target market would be aimed towards teens, people in their 16s- early 20s. The kind of people who are into
music and have time and money to go to music events.
The colour theme on the drink would be bright and colourful, almost garish, so concentrating that it gives out a lot
of energy. A short catchy, maybe musical based name.
Natural drink: This is a natural energy drink. It is vegan. Packaging is recyclable
and everything about this drink is natural and eco friendly.
Age target market would be focused on younger people, age 18-29. Because of
the fun packaging.
Focus on saving the environment. Be supported and approved by vegetarian
society, environmental organizations and animal organizations.
Fresh flavors mixed with water, so it is healthy.
This is for people who need an extra boost in the day. For focus and combat
tiredness.
This is focusing on younger people because there is actually no drinks in this
market that are healthy and give energy.
To endorse this pop-stars could advertise, this would have a big influence.

Protein drink: This energy drink focuses on people who want to build up muscle.
Focus on bodybuilders, weight trainers and people who go to the gym who want to
have energy as well as protein in a drink. Whilst not having as much calories.
The protein energy drink would be the same shape as a protein shake drinker. This
gives the drinker a clear idea of what this drink is about.
The shape is familiar and also will have connections to the protein shake.
These drinks would not be fizzy and fresh fruit based, but milk based, like a milk
shake consistency. Flavors would be like chocolate, vanilla, strawberry. Then there
could be limited edition flavors like oreo.
The idea is that this over-takes protein shakes, and energy drinks for this target
market. Could be sponsored by famous body builders and worlds strongest man.
Video game drink: This drink is going to be based around people who play video
games. The target market of this drink is going to be teenage boys, 18-26. These
drinks will not exclude girls and women.
I think that these drinks should be based on having extra energy for playing games
longer.
Different and new games appear on cans as limited editions of the versions of
drinks and for advertising campaigns.
The drinks company could have a focus on esports and gaming conventions.
Get famous esports players to be sponsored by the drink OR get famous game
makers to endorse the drink. Also use social media and youtubers to be sponsored
so they advertise the drink.

Copy/Script development
Use this space to document your variations of product names, tag lines
and any spoken elements of your advert.
The more development you have the better.
You can further develop your concept for the advertising campaign.

Font/Colour Scheme development
These tests are going to be a development on the
drink in the style of GTA. This is a popular third
person shooting game. This style on the font cover
is iconic and people will usually be aware of what
the style of font and colour means without seeing
the name of the game.
The colour and flare of this cover is mainly
very feminine, light colours, these colours
are including pastel pinks, pastel greens,
yellow, light blue, red. But then the colour of
these images is then contrasted, with a lot of
black. The images are cut into sections with
black lines. The colour of the images are also
contrasted with the subject matter. Each
picture is a action scene, that looks violent,
for example a car explosion, a man holding a
gun and a scary looking dog.
These colours are the ones that
represent grand theft auto.
These make the game look
classy but violent at the same
time, but not cheap. The
colours all compliment each
other and have matching
feelings with each other, all the
colours have a cool tone, so
that they look clean and bright.
Here you can see where I have tested
and experimented with colours, but it
wasn’t about which colour it was, as
this kind of theme is open to any
colour, but mainly, what kind of
colour. From my research I could see
GTA concentrated on using pastel
colours that were gentle and
appealing. So here I experimented to
see which colours would look better
and most appropriate for my design
on this theme.
For the text it is
always a white font,
with black outline.
This makes the font
stand out against
busy background.

For this style I think that I need to keep my font
as a white one with a black, thick outline around
the font. This will keep the feeling of GTA and
also stand out really well on a can and other
advertising. The font will have to be big and the
main feature on my drink to keep the theme and
style going.
Here is an example of how the
font looks better in white rather
than any other colour, as this
looks too messy and confusing, it
also doesn’t look clear and easy to
read.
Over-all, I think that for this colour theme the pastel colours work the best
because these link so well to the GTA game. I think that bright colours
would look more infantile, looking like it directed to a younger audience,
and I also think that it would not be clear on what game theme I was trying
to re-create. I think that the pastel colours have been successful because of
the link to GTA and how well known and popular it is. I also think that on a
drinks can the colours would appeal to female whilst the hard text and
harsh outline makes the style also masculine. So even though the game
GTA is directed to a male audience, I think an energy drink designed in this
way would be very gender neutral and appeal to all genders.

For this theme I have now gone with
a different style and a different
colour pallet. The game I am basing
the colours off is Call of Duty, which
is a war themed first person
shooting game. The main colours in
this game are very dark and
dramatic. The main colours in this
game is green, black and browns. In
the colour pallet this shows the most
popular colours used in these
specific pictures, which really gives
an outlook on what kind of colours
will be used in the game.
Here is a colour wheel
including all the darker
colours of greens, blues
and reds that would be
used in this kind of theme,
to keep the feeling of the
war and violence ongoing
throughout the game.
Here I have clustered together
colours that were in the CoD
colour palette. This is to see
how well the colours work
together and what feeling it
gives off when used, to see if
this would be suitable for a
drinks can.
I think that this theme will have a similar feel to MONSTER,
because of the colours. The colour palette has matching colours to
the colours in CoD, with the blacks and greens. I think they are very
similar in their logo, the style and colour. The style is ragged and
masculine, made to look violent because of the nature of what the
product is about. The colour is nearly the same, neon green that
stands out against the dark background, the green also is styled so
it looks like it is glowing off the screen, made to look like a real
light. These colours give off similar feelings, so the drink looks like
it is targeted towards teen males, which is true. The thing that I
don’t like about this theme is that it isn't inclusive of the female
market, it seems to exclude women and come off too violent.

The font I think that would be something most suited
to the theme of a war type game theme for a drink is
something that is similar to CoD’s font for their
games. Their games are very popular and people
would get the idea that this is a drink for gaming
because of the theme and the font and how it has
been designed. The kind of fonts that I am choosing
are ones that are very bold, large and violent. The
font all have the ragged feeling about them, as if
they are old, distressed and been used. This gives
also a war feeling, that this kind of font has been
dirty and distressed, so it is representing the drink in
this way to link to that kind of gaming theme.
I also think that having two fonts would be effective
on my drink, to break up the logo and the energy
side of the name. For example WIRE would be in the
bold, large and distressed font, where as energy
would be underneath it in a thinner none distressed
font. I wouldn’t want this smaller font distressed
because it might be too hard to read.
I think that the colour choices all work
together really well. I think that the most
unsuccessful colours used on each other
for this theme would be the beige and
light blue, I think these colours do not
portray the kind of feelings I want to give
out. These colours seem calm and
almost feminine, which I don’t want. I
think that the most successful colours
are the dark green background with the
white and neon green text. These are
very similar to the CoD logo and
continues to keep up with a theme of
gaming and that this drink is for gamers.
The only thing I am aware of is that this
could turn out look very similar to
MONSTER energy drink.

For this drink theme colour palette I have decided to go with
the game ‘Fez’ as inspiration for my colours. This game is a
platform game, so it is less serious and more novelty. The
colour theme is very concentrated on simple, vibrant colours,
but the shades of the colours are infantile and child like, to give
the game a harmonious feeling, and that’s what these colours
will reflect on to my drink. Fez uses pixel art, so all the colour
are blocked together rather than colours running in to each
other. Another example of pixel art is the game Minecraft, but
these colours are not as vibrant and fun.
These colours are very simple but
specific. I have taken a typical shot
where the most popular colours
appear, then dissected the colours
down into their own square, so I can
use these colours and make them work
together.
Here I have made a quick scene as an example
of how the colours would be placed. The
colours are all bright and in this instance
because of the subject matter, that this is
meant to look like a scene from a game, then
the colours will match because of things in the
scene, it is appropriate to use these colours
because these are like colours are used in real
life. These colours, are very simple and the blue
and red compliment each other because they
are primary colours, so they also stand out.
These colours would also make the brand very
recognisable against other energy drinks,
because they are not typically put together for
an energy drink.

For the font, I want this to be in keeping with the theme of
pixel art and pixilated games, so that everything matches
and people get the idea it is themed after this genre of
games. I made sure it was in a similar style to Fez but I
found out that if I had made the text in a 3D style it would
become difficult to read and not clear for the consumer. So
I found a version of text was similar to the Fez one, but not
in 3D, in 2D. This was a lot easier to read and gives the style
of pixels still, but in a different way. I found that the fonts
that were see-through on the inside took up too much
space on the background, as there is quite a lot of detail on
this, so little space needs to be taken up whilst still being
clear and bold.
I think over-all the colours and font work really well
together. Because of their brightness they stand out, but
do not clash with each other. What I think also helps
each part of the picture stand out is the different shades
of colour on each subject in the picture, for example the
purple block, the different shading gives it more texture
and helps it stand out. I think the fonts work really well
together because ‘WIRE’ is in its own place, in its own
style of font, but the energy is blending in with the
picture as if it’s a part of the video game scene, for
example it looks like a level-up bar.

Storyboard development
Use this space to document your storyboard development.
There should be lots of variety here. The more options you look at now,
the better your final piece of work.

Task 6: Advert Development
Here I took the the approach of experimenting with a different kind of style that I am
used to. For this advert I wanted to make it look dramatic yet simple, but detailed at the
same time.
I stuck to the black background because of how this worked against the colours, but also
during my research I found out that energy drinks that focus on males and video games
tend to have a darker background, look look more masculine, focusing on darker colours
to contrast against the bright neon greens that other drinks have used for example
monster energy drink and relentles, even though they focus more on extreme sports. .
I wanted this advert to be simple and show what the energy drink does
without being cheesy or over the top. I think the simple idea with the spots
being the energy drink illustrates what the drink entails and how it works.
The dots I have made come out of the boys head represent wires and energy,
like bubbles in the energy drink, giving it that kind of feel.
I feel that this idea of the advert if a good one, but I think that I have not executed it as
well as I would have liked to. The reason I think this is because of the rotoscoped boy. I
think that this element has made the advert not as good as it could have been, but this is
because of time and facilities that I am lacking in, for example I would need a male model
and a real can of my made up project, which would be impossible to get. But in real life a
photo of a teenage boy drinking the energy drink would have been a lot more effective
and dramatic instead of looking like a cartoon.
From that poster I went on a learnt I needed to develop the poster better, in
the poster would not contain any elements that would need models or
humans. So I decided to make the poster more obvious it is advertising an
energy drink that is targeted at video gamers rather than using a stereotype
gamer to represent this drink, so I have just got the outline of a games
controller to represent it instead.
This advert is my favourite so far because of the professional and minimal look of it. I think that
the poster looks minimal but not plain, and think this is really important, so it grabs the readers
attention and doesn’t bore them. I think that it doesn’t appear boring because of all the small
details, like the background, the word energy has been repeated many times across the whole
poster, and the font has been put into an opacity of 16% so it blends into the black and
becomes the background, rather than being a separate part and sticking out. But then one part
of the background is sticking out on purpose and this is the tag line of the drink, ‘get wired’ and
even though this is in line with the energy background it still sticks out because it doesn’t have
any opacity on it and it is also a bright green that has got a glowing effect of it, so this works
well in getting the tagline to stand out and be noticed. Another thing that I like about this is
that is keeps consistent design with a previous can design I had already made.
The only real
concern I have
with this poster is
the actual brand
name of the
drink and if it
doesn’t stand out
enough or is not
big enough. But I
think that
because of the
bright
contrasting
colours they
stand out enough
to be modest but
catch the viewers
attention.

Task 6: Advert Development
This poster I decided to take a different approach to my previous ideas for the
poster. This one has a dark green background to keep the idea of of the COD
army theme still alive, but still taking a different feel with the lighter, fun
colours being introduced. The colours of yellow, red, green and blue being
made more relevant and larger on this poster, in fact being made the most
important thing on the poster. The colours represent the buttons on an xbox
controller, but I feel as if on this poster that is not clear and it doesn’t come
across like that, instead it just looks like different colours from the logo being
repeated. I also think that these colours become over-bearing and too much
to look at when used so much in a small area or space.
The fonts in this poster have been kept the same as in the previous posters I had made,
so this aspect of the posters have been kept consistent, because these fonts are the most
suitable to my product and translate to the target market audience that I want to entice
to buy my drink. But the WIRE that I have put in the different colours I feel has lost its
feeling of video gaming to a certain extent, especially when placed on the green
background rather than being placed in front of the circle of colour it matches with. But I
think the white font works really well and effectively in this instance. It stands out against
the strong colours and brings the poster down and makes it look less infantile.
If I was to develop this further I would think
more carefully about my colours and sizes and a
background or motif to break up the hard khaki
green. I feel this is my least favourite because I
am finding it difficult to be able to improve this
poster as I can’t see how this idea could be
improved This design I created with the one off design I made of the can because it wasn’t good to start with.
previously. This design was a one off and it was something I wanted to
try to break up the dark, masculine designs and vary that a different
design can still be relevant. This design for the poster looks more
friendly and feminine, which is the background, but then the font and
the colours contrast with this. I like this because this contrasts and is
different to similar kinds of drinks like this on the market, so it will stand
out to the others. I feel like the poster with the darker background looks
the best and is the most suitable for this energy drink.
The colours in this design are very organized and matching, and
also minimal. The main colour is grey, which then contrasts with
a white of the ‘get’ and ‘wire’. But then the colour green has
been introduced in the outer glow of of the WIRE which is white
mainly. I thought that with just the the text and the square
background the poster would be too minimal and almost boring
and it also would not be clear what it was advertising. So I
decided to add a game controller motif, to make it clear that this
is a drink for gamers. But then I realised that there is nothing on
this poster telling the reader that this is a energy drink. SO then I
decided to put a picture of a can design to make sure it is clear
and not ambiguous.
I think that this poster and
design look like it is more
marketed towards a
different target market, that
is older and more aged,
because of the more
sophisticated take on the
simple advertising
comparing to the advert
above which is much more
directed at a younger
audience.

Task 6: Advert Evaluation
The technical qualities in my work have all been created digitally on photoshop. These technical qualities are mainly focused on fonts, text, rotoscoping,
texture and pattern building. Throughout this piece of work I had to do a few different technical challenges. The first one I encountered was dealing with
how I would present my fonts, working with the colour scheme, the different effects and the perspective to give it. The main product name, ‘WIRE’ I
decided from doing research and development I know I wanted to present it in a way that have never been done before, and that also gave a reference
to videogames, so that this was obvious to the viewer looking a the poster. I went about making sure the xbox theme was clear, so I put the name of the
drink ‘WIRE’ in that style, putting each separate letter in a circle which would represent the xbox button on the controller. I think this looked effective
because I beveled and embossed the circles to make them look like 3D buttons rather than 2D circles, I also think it is effective because of how easily
recognisable it is, and that those colours are iconic in its own way. The next technical aspect of my poster is the second most important thing on the
page. This is the outline of the games controller that is making up some of the background. This breaks up the background text and the title so that the
title is not lost in the background, but the opacity lets the background through so its not lost and cut up, so the advert doesn’t flow. Another thing that
breaks up the background and makes the controller stand out is the texture I have put on the design. This makes the advert appear more masculine and
gritty, making the target market more obvious. I created this gritty texture by first doing a colour over-lay on the games controller, which I chose a dark,
masculine green. Then I made the opacity higher so it became translucent so you could see the background through it slightly. Then to separate and
break the background and the controller up I applied a texture affect on the controller and made it as a half way intensity, so it was too over-bearing. I
then applied a border around the controller to make it stand out and make it its own. I created the controller by rotoscoping around a picture of a real
controller, essentially using it as a template. To compare this to other energy drinks I feel that the texture is the most similar to monster energy drink,
because monster have the M logo which has been given a texture to emulate as if the can had been ripped by a claw. The aesthetical qualities are first of
all very masculine and looks like it is appealing to the male gender. The colour scheme is a really big contributor to this, the colours are mainly dark, for
example, black, grey and green. But then there is a contrast in these colours, that uses small parts of the advert as a light neon colour, in my advert I
have shown it is green, and this is done to make it look as if the can holds a large amount of energy, this neon green against the black gives a radioactive
feel to the product inside of the can. Making it seem as if the product inside is as plutonium, or something along the lines of that. The other colours that
also contrast to the dark background is the main feature of the can, which is the name/logo of the product. These colours are very important in the
showing of who the drink is aimed at, the colours represent the gaming community, these colours being very familiar to them as they are the xbox
controller colours of the buttons. In other products I find it hard to compare this element of my can because I have not seen any other product relate to
their audience in that sort of way. But I can compare my drink in the way it uses its colours to appeal to a certain target audience, so the drinks that are
dark in colour are seen as masculine, so they are typically male drinks, for example relentless and monster. I feel that there are plenty of opportunities to
be able to develop my work so that it will be better and more improved. The main aspect that I would develop on is the fact that on the poster there is
no obvious way of telling that this poster is advertising a drink, it could be advertising any product in the gaming and male genre. I feel that I could
develop it by adding in some elements that gave away more information that the poster is advertising a energy drink that is specifically made for the
gaming community, top make this more obvious I could add pictures of the actual can on the poster layout, putting it in the gap in the middle. To also
improve this poster to make it more relevant to the modern day teen the poster could have twitter, instagram, facebook and tumblr links on the bottom
of the page.
Are there opportunities for further development of your work?
Are your final pieces are fit for purpose?
What areas of planning and development worked well?
What areas of planning and development could have done with more work?
What effect did you think your development stages had on the final product?
You should present your evaluation using a mixture of text and images.
You should use images of existing products for comparison.

Task 7: Product Development
Use this to record the variation and
progress of your product packaging.
Take lots of screen shots.
Use this space to comment on your work or
fill it with images with short annotations.

Task 7: Packaging Evaluation
You should evaluate your final piece.
What are the technical qualities of your work?
What are the aesthetic qualities of your work?
What effect did you think your development stages had on the final
product?

Task 8: Web Banner Development
progress of your web banner.

Task 8: Web Banner Evaluation
What are the technical qualities of your work?
What are the aesthetic qualities of your work?
product?

Task 9: Storyboard Development
progress of your web banner.

Task 9: Storyboard Evaluation
product?

Desig pro forma

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