The student conducted in-depth research on their client Canon, including researching the company's history, values, branding, campaigns, and existing products. They also did surveys and a focus group to understand Canon's target audience for their project. The student created several drafts and experiments to test different design elements, which helped them better understand the tools and how to achieve the desired tone. In their final products, the student ensured they closely followed the brief while adding their own creativity, and linked their choices back to their research on Canon and the target audience.

1. I researched my client deeply, I used their past posters and front cover to have an idea on how they usually present their
product and brand, I looked into their website to find out their values and what the brand stands in and what campaigns
they support. I researched into Canons history and how it was founded, this allows me to have more of an understanding
of what Canon is as a company and how it differs from the other digital media businesses. From researching Canons
history, I find that Canon has a philosophy that roots back to their history. From looking at Canons past campaign, I know
that Canon wants to connect with their buyers and supporters, this lets me know that Canon has a reoccurring aim of
wanting to connect with their audience, this lets me think of ways id want to differ this project from others. I analysed
Canons existing products of their adverts to get an idea of how they promote their products and how I should make my
project fit the themes that Canon seems to keep while keeping mine different and making mine target the audience that
Canon wants. As I said in my Better Health project, I wanted to get more primary research on the client rather than
Secondary research and I think I done that, I asked my peers on a survey on if they knew Canon etc and everyone seems to
know what and who Canon is. I did a survey with the audience to understand what they know and what they want as an
audience.
Research – Clients, existing products, audience,
how and why and screenshots

2. Audience (Target
audience, research)
With the target audience, I already know that the age range for this
project is 15-20. I gathered the research for the audience by doing
surveys, on the surveys I was asking questions like what is their
gender, and linking it back to the brief asking them what they think
of when they think of Journeys. I did the audience profiling, I stated
things like social grade, psychographics, hobbies, gender and age,
this allows me to get a better idea on who my target audience is
before I started my final pieces. I did my focus group, which was
followed along after my survey, this allows me to go into specifics
with my questions and to gain more primary research, my focus
group was recorded and shows that I am able to question and
interview others efficiently. When it comes to my audience research
I would prefer more qualitive research rather than quanitive, this is
better because I get more long and specific answers to that person
rather than lots of short replies saying the same thing, having
qualitive answers allows me to get more of a diverse audience and
gets more of a diverse opinion, it helps me understand the bigger
picture of the target audience.

3. Drafts and
experimentation of
work
With the drafts and the experimentation, I did lots of
experimentation with the pieces of work that I did. It
was good to have drafts as I was able to experiment and
play around with things that I haven’t thought of using
before on software's like photoshop. Me having drafts
allowed me to experiment with colours and 3D, this
allowed me to have more of an understanding of what I
could do on my final pieces and lets me have more ideas
come to mind when I find out how to use the tools on
the software. The more I was experimenting, I was using
different fonts and colours, this allowed me to know
what I could do to achieve the tone that I wanted in my
project final pieces. Some of my drafts and
experimentations didn’t work out because it wasn’t the
tone I wanted, and it didn’t fit the brief, so I had to make
a new one for the official final pieces, but with the
knowledge and the experimentation I had a better
understanding on how the colour and the style etc. has
different affects on the audience and it depends on
what tone you want to give off.

4. Final Products
For the final products, I analysed my final pieces, this was helpful as it gave me a better idea on what I
will have to improve on my next project and things that I am good at. It shows me my progress and
helps me with self-criticism and being able to be aware of things that I might not be good at so I can
get better in the future. When making my final products, I made sure that I had everything planned
like my drafts and the logistics (contracts etc.) When analysing my work, I regularly linked it back to
the brief and the audience while using technical terms. When making and analysing my final pieces, I
thought about the target audience and how certain choices of my final pieces would attract and
influence the target audience, negative or positive. With me thinking of my target audience, this was
useful as it let me have more ideas and think more deeply about the text and design choices of my
final piece. Personally, I like my final pieces because I heavily stuck with the brief while keeping its
originality and making it similar but different when being compared to the past projects of Canon. I
also did experiments and drafts for my final, this was helpful as it gave me a baseline guide to follow
and for me think even more about the lay out etc. of my advertorial and why I made the choices I
made, it even made me think about things that would be better and that would fit the brief more. The
improvements I could make on my final pieces and the process of making them is to show more
experimentations and drafts to show my improvements and what I have learnt by experimenting. The
skills that I have developed doing this project is my editing skills, with the experimentation etc. I was
able to become more advanced in my editing skills to achieve the final pieces that I want, I also
improved on my research skills on Canon and their camera. With my last project with the Better
Health and the NHS I wasn’t very good at researching, and it was mainly secondary and quanitive
answers rather than answers with quality this time around, I find it easier to find key details and to
find key main points when researching online for the target audience or researching on the client