Evaluation

1. Evaluation
Your name

2. Production Process Evaluation

3. Research
I did both primary and secondary research in preparation for this project. I looked at other
brands and company’s that had a similar image and product range of the company I was
trying to create. I also did primary research consisting of a survey and interviews. My
secondary research was fairly in depth and having a good knowledge of the brands and
their history already was advantageous as it led to being able to understand the brands
history a lot easier than if I had only just read about them. I felt I did well and got a lot of
information in my slides however the quality dropped after the 1st brand as I couldn't seem
to think about as much information, I believe a reason of this is that the three brands had a
lot of similarities so I often struggled to not repeat myself as the slides went on. I think one
of the main strengths of my research however was the fact that the areas of the businesses
I researched were directly related to the product I was aiming to produce, the areas of the
businesses I covered such as collaborations and web site design are two key parts I wished
the business to include. By making all three of my chosen businesses so related to the
product I aimed to make it allowed me to use the research as a constant reference during
production. An example of this would be the slider on the homepage being the same style
of the Stone island website, or the photoshoot being similar to the way Patta style some of
their Instagram shots. A weakness of my research would be the fact that despite me
knowing about the design of the products from these company’s I did not actually include
research about the products specifically in all three of my brands. As I designed my own
products having a slide of three different products in my research would have allowed me
to get better ideas during the design process at the start of production. By doing this my
products might have had better designs and been even more appealing to my target
market.

4. My primary research I felt was useful the questions I asked were relevant and
gave me an insight into what people think. Despite being relevant the
questions were still somewhat general if I wanted to redo the project I would
of used the survey to ask more specialised questions. This would of helped my
product to be more specific to the community and appeal more to customers.
My interviews I thought were more useful than the questionnaires as instead
of short answers the use of an interview allowed me to get detailed responses.
These responses were even more relevant as the two people were a part of
the streetwear community and had an active interest in clothing unlike the
survey which was a mix. By being a mix of people the research was not as
useful as the target market is quite in the know and specialised. The questions
I chose this time were relevant and helpful to my product. The answers
included design tips and how to market my company properly, the opinions on
style and clothing design were used when designing my product and helped
with what to and what not to do when designing. As I had never designed a
product before these were valuable opinions.

5. Planning
To start off planning I did several production experiments to see which
directions my product could potentially go. I practised logo design, product
design and image editing. I felt these were useful as they gave me a go at
using the same skills I would be using in production, being able to first have a
go at these tasks and make mistakes saved a lot of time when making my final
project. I felt I could of possibly tried more t-shirt designs as it still took me a
lot of time to make during actual production. Being the first time I had made
a design for a t shirt practise would of saved a lot of time and mistakes. I
found it extremely hard to visualize how the tees would look when worn in
comparison to the designs on a screen in Photoshop. The image editing
helped me in a similar way, the difference between the images on my website
and the my pre production images is very apparent.

6. The second part of my planning was my pre production. For this I created two
layouts, font sheet, colour wheel, a visual concept board and gave a brief
overview of my design plans. This PowerPoint was one that I ran out of time
slightly on and I think this is easy to see when looking through. My work is abit
too brief and lacks some quantity. I think I did a good job of looking through
my fonts and creating the wheel and layouts. Next time I would like to look at
creating more concepts and potential ideas within the pre production. I felt
that the colour wheel could have been improved with more colours this would
have been helpful during production as I would have been able to see
comparisons of more potential colours. I also think my layouts could of greatly
been improved I think by doing them again and drawing them instead of
attempting to mock them up on the computer. By doing this I could of made a
more accurate plan to follow, this would of saved me time during website
production as it would have been easier to follow.

7. Time Management
I feel as though I managed my time fairly well. I completed the majority of
sections on schedule or did the majority of them before moving on. Because
of this I could go back and finish this the last bits of the PowerPoints if I
finished the other ones ahead of schedule. I did have some issues with
finishing my pre production however apart from this I was fairly on schedule.
If I had more time to redo things there are some sections I definitely would of
gone more in depth on. Examples being pre production and editing some
areas of my initial plans to go further in to detail about what my idea was and
how I was going to make it happen. My pre production felt quite sparse and I
could of used more time to really go in to detail in to what I was aiming to do
and find more inspiration and ideas to include. During my project I didn't find
myself referring to this section a lot, this was one of the only sections I didn't
look at as much and as this was effectively the planning. It makes me think I
could of done more in that section, with more time I definitely would of
improved this.

8. Technical Qualities

9. To compare my work I have put my website and look book on the left side of the page
and the stone island site and palace look book on the right. The first similarity between
the two home pages is the use of a slider box. My design takes up the span of the page
whereas stone islands slider box is placed central with the site options above it. I think
both of these look good. My design has the site options packed away in to a click on
menu on the right and so is more hidden. This works well as the first thing you see is
purely the advert for the new collection. Stone islands is also effective as the site has a
lot more content and areas than my own. This means that for my starter business
attention is drawn to the product. I therefore think both styles suit the purpose of the
individual sites. I think for the two look books I do actually prefer the style of the Palace
look book I think it gives off a cleaner look in comparison to my own the space on the
page is better used. My look book on the other hand is good but the title is too in your
face and looks slightly basic. I do however prefer my use of the gallery for the lookbook
as I think its better to be able to slightly preview the images. If you do click on the
photos my images become a slideshow similar to palaces to begin with. I therefore
prefer this design and think it shows off the products better, but would use the style of
the palace site.

10. Aesthetic Qualities

11. I think the design of my website is done well for what I was aiming to achieve. Every
part of the site is focused on the product and presenting the new collection and all
parts of the site eventually link back to the product. I think visually the site looks good
and the photos are well taken. I do think however that the background colours might
look better reversed, white background with grey boxes. Having a white background
was a theme with the websites and following this may have made my overall design
cleaner. I included a lot of interactive features on the site such as hover box's, buttons
and links. These I think look good however the selections where very simple from wix’s
design area, this makes the site not as professional looking. Next time I would like to
find better ways to follow links as it would make the site more fluid and visually
appealing. I like my images I have used for the main photos across my site, when
shooting I did have some camera issues initially and as the location was far away
everything had to be done in a time limit. For images this was fine however was a real
issue for having enough footage to use to make a small video. I managed to make
something out of the video however I believe it could have been made to look a lot
better with better footage. If I had shot a full advert I would of made this center of
attention and would have been great to properly show of the products but as it was
short I left it as a smaller video. This would of greatly improved the look of the site and
shown off my camera skills properly.

12. Audience Appeal
I feel that both my products and website has appealed to my target audience. I have made
my site as clean looking as I could and presented a clear image and promotion of the
products I designed. The clothing designs I made have been simple but still somewhat
unique. By doing this I have stuck with my interviewees opinions in my primary research and
stayed true to what the audience wanted. The look book fits in with the style of images of
the brands, edgy and showing off the products this appeals to the audience through the
type of image. Similar to the other companies images that I researched. The video has
appealed to the edgy theme and shows the products off, it appeals to the target audience, it
compares to the recent Diadora advert with the whole friends day out theme.

13. Peer
Feedback

14. Feedback 1: Harry Clapham
• What did you like about the product?
– I like the layout and style of the website
– Photos are nice
– Shopping page works and looks proper
• What improvements could have been made to
the product?
• Sometimes the website has different fonts
• Background colour is dull

15. Feedback 2: Joe manship
• What did you like about the product?
• The photos look good and the site is easy to use
the name is cool and the designs on the products
all look professional
• What improvements could have been made to
the product?
• I think that certain bits of the site could match a
bit better and a logo image could have been used
at certain points as there is no clear company
logo.

16. Feedback 3: Alex Bortman
• What did you like about the product?
– The products are very well designed
– The website works and is easy to use
– Different interactive features make the website
smoother
– The video runs well and looks good
• What improvements could have been made to
the product?
• The website could have some more content and
the video could have been slightly longer.

17. Peer Feedback Summary
• What do you agree with from your peer
feedback?
– the website could have more content and images
– The video could be longer
– The fonts should all match
• What do you disagree with from your peer
feedback?
– That there is no clear logo
– The website colour is dull

18. Peer Feedback Summary
I think that the majority of this feedback is fair. The website runs smoothly and
has many interactive features and well shot photos. I agree with the fact the
video is abit short. This is something I would change next time as using a distant
location makes it hard to re take images, if I was to do it again a closer location
would of allowed me to re take and get more footage and create a much longer
ad. I do not agree with comment of the website looking dull, I think a simple
background colour is needed to make the different images and areas stand out.
By having a simple background colour the images of the people and products
pop out at the customer. I think overall the general response to my work is
good. Aside from video length I see the rest of the criticisms as somewhat
minor in comparison to what could have been said. I think I could of aimed to
put more content on the site but again that is directly related to the amount of
images and footage I could actually get in the shooting time I had. There is more
positive than negative notes in the feedback and although there are somethings
that need fixing the work itself is good.