2. WHAT IS DESIGN?
• Verb
– To
conceive
in
the
mind
– To
formulate
a
plan
– To
plan
out
in
systema5c
– To
create
or
contrive
for
a
par5cular
purpose
– To
have
as
a
goal
or
purpose
– To
create
or
execute
in
an
ar5s5c
or
highly
skilled
manner
– To
make
or
execute
plans
– To
have
a
goal
or
purpose
in
mind
3. WHAT IS DESIGN?
• Noun
– A
drawing
or
sketch
– A
graphic
representa5on
– The
purposeful
or
inven5ve
arrangement
of
parts
– A
plan
– A
project
– A
reasoned
purpose
or
intent
4. WHAT IS DESIGN?
Design is the process and art of combining text
and graphics and communicating a message
effectively through any type of visual
communication.
5. THE PROCESS OF DESIGN
1. Research and Analysis = defining the problem
2. Planning = seeking insight
3. Creation = choosing the best solution
4. Prototyping = communicating the solution
5. Production = implementing the solution
6. DESIGN FOR PRODUCTION
§ Research and Analysis = Lecture 1 Task 1
§ Planning = Lecture 2 Task 2
§ Creation = Lecture 3 Part 1 Task 3A
§ Prototyping = Lecture 3 Part 2 Task 3B
§ Production = Lecture 3 Part 3 Task 3C
8. RESEARCH
§ Ernst Keller (1891-1968) was a titan in the pantheon of
great Swiss graphic designers. According to Keller, the
solution to a design problem should emerge from its
content. This is where research steps in…
§ Design Research: is systematic investigative process
used to gather, increase or revise current knowledge,
analyze and interpret data pertaining to the brand, the
consumers and the competitors.
9. ANALYSIS
§ Analysis: is a systematic examination and evaluation
of data or information, by breaking it into its
component parts to uncover their interrelationships.
§ An examination of data and facts to uncover and
understand cause-effect relationships, thus providing
basis for problem solving and decision making.
§ Analysis helps to set realistic targets and develop
effective design strategies.
10. WHAT TO RESEARCH/ANALYZE?
1. Brand Research and Analysis
2. Target Audience Research and Analysis
3. Competitors Research and Analysis
4. The Problem Statement
5. USP
6. Conclusion
12. 1. BRAND RESEARCH & ANALYSIS
§ Brand: A brand is a name, term, design, symbol, or any other
feature that identifies one seller's good or service as distinct
from those of other sellers. A good brand communicates a
clear message about what it stands for and how it differs from
competitors. It also reinforces the same message consistently
each time the customers’ experience it.
§ Brand Analysis: Brand Analysis is where you are. It pins down
the current state of a brand. It not only helps to understand
the brand but also the context surrounding it. This process
may reveal a strong brand or it may shed light on missing
areas.
13. 1. BRAND RESEARCH & ANALYSIS
Points to consider for brand research & analysis:
– How/where/why did the brand start?
– Different aspects of the brand such as image of the
brand, tagline, service, features, packaging, pricing,
advertising etc.
– The tone of the brand
– The company culture
– Where is it going?
– The industry and the market for it
– How the consumers perceive the brand?
– Who you are to them?
15. 2. AUDIENCE RESEARCH & ANALYSIS
• Target Audience: is a section of the population that is
identified as likely to be most interested in buying or being
associated with a product. It is the market segment at whom
an advertising message or campaign is aimed.
• The characteristics that identify a particular group are called
Demographics. Demographics include age, education level,
family size, household income, etc.
• The Target Audience Analysis can help understand existing
customers and also identify potential customers.
16. 2. AUDIENCE RESEARCH & ANALYSIS
Points to consider for audience research & analysis:
– Age
– Gender
– Education
– Job function
– Skills
– Language
– Culture
– Background knowledge
– Needs and interests
18. 3. COMPETITOR RESEARCH & ANALYSIS
• Competitor: is the one who competes with another,
as in sports or business; a rival. Any person or
entity which is a rival against another. In business,
a company in the same industry or a similar
industry which offers a similar product or service.
• Competitor Analysis: helps to know enough about
a competitor, to be able to think like that
competitor so the brand or company's competitive
strategy can be effectively formulated.
19. 3. COMPETITOR RESEARCH & ANALYSIS
Points to consider for competitor research & analysis:
– Who
are
the
compe5tors?
– Features
and
pricing
of
their
brand(s)
– Their
marke5ng
and
promo5onal
strategy
– Their
strength(s)
and
weakness
– The
threats
they
may
pose
to
your
brand
– Rate
each
compe5tor
on
each
of
the
key
success
factors
– Sum
up
overall
strength
of
each
compe5tor
rela5ve
to
each
other
and
to
your
brand
– Analyze
three
of
your
most
important
compe5tors
20. 3. COMPETITOR RESEARCH & ANALYSIS
The entrance of new competitors is likely when:
– There are high profit margins in the industry
– There is future growth potential
– Companies competing in a related product/market
– Companies using related technologies
– Companies already targeting your prime market
segment but with unrelated products
– Companies from other geographical areas and with
similar products
– Consider the new competitors in your analysis
21. THE PROBLEM STATEMENT
A problem is nothing but the
perceived gap between the existing
state and a desired state.
22. THE PROBLEM STATEMENT
§ The problem statement defines the problem, helps to
clarify the current situation and its severity. It need not be
seen as a hurdle but in fact it provides and opportunity
for innovation. It helps to set the goal of the design
project!
§ When problem statements are well written, people
readily grasp and understand what you are trying to
accomplish.
§ The problem is a paragraph or more in length. It
describes the problem you are aiming to solve.
23. EXAMPLES:
§ A company designing and manufacturing educational
games have recently found that sales of its games have
fallen.
§ A bank has been successful in reaching their targets for
savings accounts and now want to extend their range of
services to customers.
§ A local supermarket has recently been getting complaints
about the packaging of shampoos.
24.
25. UNIQUE SELLING POINT
• USP (Unique Selling Point): Real or perceived benefit of a good
or service that differentiates it from the competing brands and
gives its buyer a logical reason to prefer it over other brands.
USP is often a critical component of a promotional theme around
which an advertising campaign is built.
• USP is what sets you and your business apart from your
competition. It can be an actual fact or a perceived difference or
specialty. Every business needs one.
• USP helps to focus on the key benefits that can sell your brand
and to improve the effectiveness of your brand’s promotion and
sales activities.
26. EXAMPLES…
• Domino's Pizza: "You get fresh, hot pizza
delivered to your door in 30-minutes or
less…or it's free.”
• M&M's: "Melts in your mouth, not in your
hand.”
• Qantas: “You’re the reason we fly”.
27. UNIQUE SELLING POINT
Points to help determine the USP of your brand:
– List
the
dis5nc5ve
features/benefits
of
the
brand
– Decide
the
emo5onal
need
meet
by
the
brand
– Iden5fy
aspects
of
your
product
or
service
that
your
compe5tors
cannot
imitate.
– Answer
your
customer's
primary
ques5on:
"What's
in
it
for
me?"
– Iden5fy
and
fix
problems
of
your
brand.
– Make
sure
you
communicate
your
USPs
clearly
to
customers.
28. EXAMPLES…
READ MORE
hRp://brandtruth.com.au/2012/08/23/can-‐the-‐
commonwealth-‐banks-‐can-‐beat-‐the-‐other-‐big-‐four-‐banks/
30. ASSESSMENT TASK 1
§ First select a product/service from mashable.com
§ Research the selected brand (product or service), the
company, target audience, existing and potential competitors
as discussed above. Analyze your findings and prepare a
document that will record all your findings and analysis.
Define the problem and determine the USP of the brand.
§ Conclude your document with a tentative/propose plan(s) and/
or your approach to addressing the problem statement.
31. ASSESSMENT TASK 1
• The assessment task will be submitted in the form of a visual
pdf illustrated written paper.
• A checklist of the assessment task is also uploaded on the
forum. Please use it to make sure that you are not missing
any important points. Use it as a guideline not rule. Feel free
to modify it to suit your product and purpose.
§ Weight: 25%
§ Due Date: At the end of Week 3
32. NEXT…
§ Research and Analysis = defining the problem
§ Planning = seeking insight
§ Creation = choosing the best solution
§ Prototyping = communicating the solution
§ Production = implementing the solution
