Task 6

Social Action and Community
media
Task 6 –Mood Board
Patrick Gouldsbrough

The inclusion of the social media posts in this mood board
is because I want to try and entice a young demographic
toward my products that I create for SAS. This is due to
the fact that I think the education that the SAS give to
consumers should start a young age so it’s then part of
their ideologies later in life, which may then reduce the
issue of sewage and waste on the beaches of Britain. By
educating the young demographics, the problem in the
future will look after itself, as long as the same level of
intensity in terms of campaigning is kept up. By adding a
social media section to my products (my campaign poster
in particular) I will entice this young demographic and
hopefully educate this age group to support the SAS
because at the moment it’s very much an older
demographic charity. Even if I decrease the mean age of
the charities membership and consumers, this will be a
success in it’s own right.
In terms of the colour scheme for my product range, I wanted
bright colours which would entice my desired demographic, while
allowing for an environmental and marine theme to be fulfilled at
the same time. The blues and greens have connotations of both
marine and a greener planet and if used together, could contrast
well to make an effective piece or product range. While those two
colours would be effective and could be the colours I use for my
final piece, I want to experiment with further colours, like the
other two I have put on this particular mood board. While the light
blue colouration doesn’t directly link to marine life, it connotes
cleanliness and water which is the aim of SAS in the grand scheme
of things. As for the yellow colouring I have also added; I thought it
could be an effective colour to use for a young demographic
themed piece, despite it not directly linking to the environment or
the ocean. The brightness and the sharpness of the yellow will
appeal to the bright colours that conventionally entice younger
consumers and will hopefully do the same, should it be used for
the SAS products.
An important part of any product or
promotional tool is the imagery used
on it. The first thing I had to decide is
whether I wanted to use positive or
negative imagery for my product
range. While this decision was tough,
I finally concluded that I positive
imagery would be the most effective
way to go, due to the fact that most
of SAS’s existing products use
negative imagery already and the fact
that I’m trying t rebrand the charity
makes me think that an emulation of
the imagery isn’t the best choice for
this project.
Another key part of any product range is
the fontal and textual features used in
the layout. Like colour schemes, I have
added a range of fonts so I can
experiment with them further in future
tasks. Like I have established throughout
past projects, a combination of sans serif
ad serif fonts are the obvious choices
and can be effective when paired
together. A range of thin and bold fonts
are also included because I haven't
decided what style of text I want yet, I
just wanted to ensure that it was clear
and easy to read, due to the fact that
this is important when designing a
product range, especially for a young
demographic.

Surfers Against Sewage
Surfers Against SewageSurfers Against Sewage
Surfers Against
Sewage

Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage

If I were to appeal to a female demographic for my product range, there is one factor
that needs considering over any other. Stereotypically, over the years, females have
been turned into sexual objects in advertising and promotional tools, despite some
adverts trying to appeal to this exact demographic. While I have considered trying to
fit into the traditional marketing campaign, I want to try and subvert the stereotype
and portray professional surfers that are at the top of the sport which may inspire
women and therefore get them to hopefully back the campaign. As well as this SAS
are looking for a professional look to their products, not an easy sale over cheap sales
techniques through portrayal of women. For this reason, I have decided to include
professional surfers to inspire the women who are either amateur surfers or people
who want to get involved in what way they can. However, putting too many images of
professional surfers can give the impression that surfing is for professionals only and
it’s not good for beginners or amateur surfers to part-take in this sport. This is why I
have also decided to add imagery which depicts amateur women surfers doing well on
the waves, which could inspire woman and give them the push to take up surfing and
join the SAS campaign (as well as the main focus which is selling the products I will
later make for the SAS).
While I have decided to include many
images of surfing in this mood board (due
to me wanting to get across the message
about what kind of charity SAS are) I have
also included an image of a clean beach,
which shows the effects of SAS’s work and
efforts and may persuade more people to
join the fight against waste on beaches,
due to the initiative needing momentum
to keep on top of the issue. While males
may look more for an instant impact and
want the issue resolved straight away,
women realise this issue is a long-term
campaign and can’t be solved with just
one piece of legislation , they realise SAS
must keep up their efforts to bring about
change. This is why I have included the
clean beach images; they not only depict
the change SAS have already brought
about, they show what the charities plans
are in the future and their vision for the
next few years and beyond.
As for the colour schemes, they are similar to the ones that I selected for the younger
demographic, despite the fact that I have made them more pastel orientated and toned
them down. The reason I chose these colours for my mood board was that instead of bright
colours and restrained colours, which appeal to young and make demographics, women look
for toned back colours that still have a bit of a striking elements to them. Another reason I
selected them was for the correlation between the colours I selected and the colouration in
the images I selected on my mood board. While the blues on the slide have an instant link to
the colours in the images, the oranges, reds, greens and yellows are good contrast colours
for the blues on the imagery (some primary contrast colours, some just work together well
on a layout. However, experimentation is needed to determine this fact and the result will
determine what colour I will select for my final products). Like the mood bard I created for a
younger demographic, I have used a collection of simple serif and sans serif fontal choices,
which will look effective if combined correctly on my product range. However, as for bold
fonts, I have tried to stay away from the inclusion of such fonts, due to women
stereotypically choosing products with more of a stylised, thin font. For this reason, most of
the fonts I selected for this particular mood board are thin, stylised fonts that are easy to
read (clear fonts are the most important factor when choosing fonts. No particular
demographic are appealed to by clear font but if you are hoping to sell large quantities of
products, you must ensure the textual features on your products are easy to read)

Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers
Against
Sewage
Surfers
Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage
Surfers Against
Sewage

While I have so far included images of social media for the younger demographic and
amateur women surfers that will appeal to a female demographic, this mood board for a
male audience focuses on the idea of challenges and aspiring to be the best. In nature,
male demographics are more competitive than any other and to appeal to them some
brands try and get a competitive edge or some form of challenge to appeal to this
demographic. The idea that I have tried to create for this mood board is no different; I
want to try and challenge the male demographic to take up surfing and hopefully join the
campaign as a result. While I have used similar functions to the female mood board, such
as the mix of amateur and professional surfers that show that it can be competitive
(something men are enticed by) while suggesting anyone can take up and part-take in this
sport. As for the surf boards inclusion in the mood board; I wanted to attempt to find the
part of a male that cares about aesthetics while playing sport and the desire to not just
have any other surfboard but to have the best surfboards (Again, it’s challenging a male
stereotype and it’s playing on the idea of a competitive side of the male demographic).
The last piece of imagery used on this mood board is a picture depicting SAS’s trip to
parliament to try and get legislations changed in favour of their campaign. While it seems
like a strange addition; I stated on the female mood board analysis that they understand
that this campaign against beach waste is a long process and it can’t be solved instantly.
While this is still the case, males look for instant impact and the effect of the initiative,
which I will include on the products, due to the fact that it shows SAS are actually making
a monumental impact on the environment. For this reason, the charity may acquire more
male demographics and make more sales on their products.
In terms of colour choices on this mood
board, I have gone for restrained and
darker colours, compared the selections
I made for other demographics on
previous slides. As a general stereotype,
male demographics aren’t enticed by
bright coloured layouts or products and
they much rather prefer something that
is restrained in colour (another idea
could be a restrained colouration to the
product with a bright coloured band as
the secondary colour on the product). As
you can see from the mood board,
different shades and tones of blues have
been selected as potential choices for
my product range. The main reason for
this selection is that I think the blues will
link well and contrast effectively with
the colouration of the images I have
selected. As for the red, I think it will
contrast the blue well, despite the fact
that I believe two shades of blue will
work well on my product range.
Fontal choices are something that is hard to select for a product range, due to them been
key to a design and if chosen wrong they can make a product successful or unsuccessful,
dependant on the choice made. While I selected very stylised and thin fonts on my female
demographic mood board, I have gone for the opposite on the male audience one. With
the selection of many bold fonts, I’m hoping to still try and select a bold serif font and pair
it with a thin sans serif font, like I will whatever demographic I choose to produce for.
While this is a very definite idea to have at the idea generation stage of a project, I have
made the mistake in previous projects of choosing decorative or handwritten fonts that
aren’t clear and let my overall product down by appearing hard to read and therefore
failing as a concept. While I will experiment with lots of fonts, some easy to read and
some handwritten, this idea of easily readable fonts is pretty definite and will add a lot of
effectiveness to my final piece if applied successfully and to the correct degree.

Task 6

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Task 6