Digital Me – Finishing Touches

Our final deadline for the Digital Me project is on Tuesday so I am just adding the final finishing touches to all of my submissions before then.

I am feeling confident with the way I am heading and I have not got a lot to do before handing in my finished work for the deadline on Tuesday. I have completed my Research and Development PDF for Persuasion and am currently finishing off the one for Penguin. I have already got a Research and Development PDF for branding that I created last year after completing the Brandworld project, so I have just got to add and change this one accordingly to my further development since then and my newer final outcomes.

For the finishing touches of my CV, online portfolio, PDF portfolio, I have edited some details to add to the overall final look of the finished pieces. After a tutorial with Neil, we spoke about how underlining titles, historically, was not considered needed after ‘bold‘ was invented. Although I have decided against using the bold version of Playfair Display as I think it ruins the beauty of the contrast between the thick and thin lines in the lettering of the typeface, I have removed the underlines of the titles and the overall look of the CV is much cleaner without them. I have done the same thing on my PDF portfolio by removing the underlines of the titles. Removing these underlines have actually added to the consistency of my overall project, because I noticed that the website does not have underlined titles. There is enough definition between the title and the body text because they are different typefaces – the title is serif and the body text is sans serif, the title is in orange and the body text is black, and there is also a big size difference between the two.

To match the removal of all my title underlines, I have edited my ‘I’m Amber‘ logo slightly as well. I have removed the underline below the text, but kept the line above as the image of me is sat, resting on it. I have adjusted the weight of the upper line to make up for it’s staying though.

Research and Inspiration

Inspired by Cath’s talk that she gave us on persuasion techniques, I decided that my next step of the process was to do some research into some existing pieces.

After my meeting with my clients and understanding that the outcome that they desired was a series of short food-wellbeing videos, it made sense that I look into existing animations already out there. This helped me to see what worked and also what didn’t work so well. I began by looking at what ‘food safety’ videos were already out there, but then moved on to a wider research area.

What worked:

I really like the idea of using simple black and white illustrated drawings which lead me to looking into the technique of using stop-motion.  Some other animations that worked really well was the actual use of real food, and although my clients said that their market research showed that viewers weren’t keen on the idea of having food on-screen (as it could bring on feelings of nausea), if I used the food carefully and in the right way, it could work. I also discovered ‘Gulp‘, the largest stop-motion animation ever made, which although I am probably not capable of during this project, was pretty inspiring and amazing to watch and learn how it was created. Considering my clients have already got a booklet that is key to their campaign currently, which uses icons and small graphic pictograms, I believe that the illustrated stop-motion idea has the most potential.

What didn’t work:

Although I found loads of great animations and videos that are already out there, some videos did not work so well at all. When it came to actually ‘food safety’ videos, seeing the use of photographic film to film live food preparation, I can definitely see how this could perhaps bring on feelings of nausea so would not want to use this technique in my own videos. Also, the use of somebody standing and talking into the camera does not work, even if they are ‘doctors’ or ‘professionals’ – personal stories do not work.

After realising that I think I wanted to go down the stop-motion route, several animations shone out to me the most. One in particular was ‘Manipulation‘ by Daniel Greaves. Although this animation is rather old and was created in 1991, it is still a brilliant stop-motion animation which mixes both illustration and photographic image to create an incredible animated pieced all based around a stickman character who is drawn to life. This is one of my favourite animations and I think it would be a great opportunity to create a modern version of it in relation to my food safety brief.

Screen Shot 2017-04-03 at 00.21.44

Image Searching, Referencing and Copyright

Today we had a talk in the library with Martha Lee, the academic librarian for CSAD, who showed us the best way to find and use images correctly within our work.

The Cardiff Metropolitan University library subscribes to and pays for a huge amount and range of databases, including image databases – so we should make the most of using them, especially since it’s our tuition fees that are paying for them.

Image Searching

The image databases can be found on MetSearch under ‘Databases A-Z‘, which takes you to a page listing all of the databases in alphabetical order. From here you can sort the databases by subject, material type and also search for certain words. Martha recommended that rather than sorting it to just ‘Graphic Design‘ in subject, that we only sort it by ‘Multimedia‘ under material type, because this is the best way of gaining the best search results.

Screen Shot 2017-03-09 at 22.26.03.png

Useful image databases for graphic design:

  • Bridgeman Education
  • Berg Fashion Library
  • British Library Flickr Photostream
  • John Johnson Collection
  • National Gallery
  • New York Public Library Image Collections
  • Paperbacks Galore
  • World Images
  • Worth Global Style Network (WGSN)
  • VADS
  • V&A

We were taught how to use search terms. So for example, if you were doing research into Coco Chanel, some search terms to use could be: “French”, “Fashion Designer”, “Perfume”, “Little Black Dress”, “Chanel No’ 5”. A more complex example would be, if you were researching around a hypothesis, question or statement, such as your dissertation title. So for example, if your topic was to “outline and evaluate the origins and development of the Arts and Crafts movement”. The first thing you would need to do in order to create your search terms would be to highlight the key concepts.

“Outline and evaluate the origins and development of the Arts and Crafts movement.”

After you have highlighted your key concepts from your sentence, a good way of expanding your search terms is by putting the words into a table. From your key concepts, you can stretch and create related keywords – there’s nothing wrong with using a thesaurus to help you do this.

Screen Shot 2017-03-09 at 22.45.16.png

Copyright

Copyright protects the creator or owner of an image, but allows the user to make use of an image via fair dealing. Fair dealing involves asking the owner’s permission or adhering to certain conditions (known as, creative commons). Copyright sets out to:

  • Acknowledge ownership of work and stop other people taking credit for it.
  • Ensure owners or authors are paid for their work.
  • Deter the copying of work for commercial gain or artist recognition.

It is important for designers to understand copyright. While fair dealing permits you to use a small part of other’s works of art without permission, you should still be careful and seek advice or permission if you are unsure.

What does fair dealing involve?

You can copy an image without permission for:

  • Non-commercial research.
  • Private study.
  • Educational or teaching use (i.e. instructional purposes rather than decorative reasons).
  • For criticism or review purposes.

You cannot:

  • Make multiple copies of an image.
  • Share images online – unless: you get permission; it explicitly allows you to; the copyright has expired; or via Creative Commons.
  • Use images for commercial gain or in employment.

Google Image Search

Google is a tricky one when it comes to copyright. The easiest and best way to avoid any problems is to use the Google advanced search – under ‘Tools‘, change the ‘Usage rights‘ drop down options to ‘Labeled for reuse‘.

Referencing

Acknowledge, acknowledge, acknowledge!

You need to cite and reference any and all images that you use in your dissertations. Whether you are using an image for private study or for business, you must always give credit to the owner or author.

Research Stage Tutorial

Today was our first tutorial during this project, to talk about our research so far.

Our group’s tutorial today was with Ian Weir. We showed the research that we had collected so far, including our creative briefs at the stage that they’re currently at. My research included what the food safety risks are for cancer patients and what some of the foods are that they should avoid. I also looked into who both, the Velindre Cancer Centre and ZERO2FIVE are, and what they do.

As a group, we made a list of questions that we had put together for the client – the questions covered what we found was missing from the brief that we believe would be useful to know. The questions included:

  • Ask for the booklet.
  • How long a video would you consider suitable?
  • Where will the videos be shown? – on your website? on social media? etc.
  • Is our target audience purely those who visit and are caregivers to patients at the Velindre Cancer Cancer, or is it a wider audience?
  • When should we expect to receive the nutrition and food safety messages for the video from the researchers at ZERO2FIVE?
  • How many videos do you want in the series?
  • Is there a brand? – for example, Cardiff Met or Velindre Cancer Centre?

After showing Ian the questions that we intended to email through to our clients, Ian suggested, why not meet them? – after all, they are located literally on the university campus. Ian also made clear that he personally felt that, the clients were possibly asking for and expecting a bit too much by asking for a series of videos – he suggested that just one single video would be more realistic considering the time constraints that we have. The clients, not being designers themselves, would most likely have very little, if any, knowledge of how to make a video and how long the video-making process takes. We will need to see if we can come to a compromise with the clients to create a more doable outcome for them.

From here, we plan to contact the clients in order to ask if we can meet up to introduce ourselves and talk over the brief with them.

 

Beginning the Creative Brief

The first part of the research stage of the persuasion project is to write a creative brief.

A good creative brief should cover what the aim of the project is, who you are doing it for, and why you are doing it. Having a creative brief makes your life so much easier when it comes to carrying out your client’s brief – it helps you make sense of the whole thing and to really understand what it is that they are asking for. Although our client had a brief for us, it helps to pick out the important information from that and recreate your own brief from it – it also helps to find what is missing from the client’s brief, so that when we go to see them, we can ask questions in order to fill in these gaps. A creative brief will help both myself, as the designer, and my clients – it will:

  • Provides background for the designer.
  • Clarify the goals and objectives.
  • Uncovers the facts and the most important parts.
  • Help to gain an insight into the brand.
  • Reveal the personality and values of the client.
  • Create a general agreement with the clients.
  • Provide the criteria which needs to be assessed.
  • Indicate exactly what is needed for success.

My Creative Brief

Although I have written the majority of my creative brief, it is not yet finished. I will not be able to fully complete it until after I have met with and spoke to the clients in order to fill in any gaps that I have discovered. It is highly likely that there will be multiple changes made to my creative brief as the projects goes on.

My creative brief begins with my client’s names – Dr Ellen Evans and Dr Elizabeth Redmond – and their contact information, followed by the title that they have given this project. I then have my own name and contact details as the project designer. Next comes the background/overview, the objective, the target audience, important thing to say/show, and finally, the development phases.

Background / Overview:

The bigger picture of this project is that many cancer patients undergo chemotherapy treatment, and although they themselves are usually aware of the food safety issues that come alongside the treatment, many others, including people close to them, are not. The clients, being doctors themselves, have most likely personally witnessed the effects of not knowing or understanding the food-related issues that come as side effects of chemotherapy, and how they can affect their own patients – the clients realise and fully see how much simple awareness of the difficulties could prevent food-related infection from occurring. Their core value is the wellness and safety of the chemotherapy patients, but they will most likely also care about their family and friends too.

Objective – What is the goal of the campaign?

The primary aim and objective of the campaign is to raise our audience’s awareness of the food safety issues to cancer patients being treated by chemotherapy. We need to inform the audience of the facts and advise them from there what they can do. The friends and family will want to help their loved ones who are going through the difficult times and procedure of the treatment. For this reason, we need to convince and assure them that they are able to help if they just listen to the campaign – we will show them exactly what to be aware of and do, coaxing them into action. We want the audience to feel included in the process, as if they too are personally affected by the issues, because in a way, they are. The audience should practically be able to imagine themselves in the patient’s situation, making them think, “What if it was me in their position?”. We need to urge them to take immediate action.

Target audience – Who am I talking to?

Cancer patients undergoing chemotherapy will undoubtedly see our campaign, however, rather than the actual patients themselves, we are talking more to the people around them. The original client brief specifically says that we are trying to reach the family-caregivers of the cancer patients at Velindre Cancer Centre. Everyone from their friends and family, to their colleagues, their bosses, their teachers, and even a waitress serving them in a restaurant – the general public around them all need to know.

What is the most important thing to say or show?

The facts need to be presented firstly – the audience need to be shown and made to understand why this food safety is an issue that needs to be addressed. They need to be told that they can help to make a difference, simply by learning about it and being aware of its existence. What are the high risk foods that should be avoided by the chemotherapy patients? But not only the negative side, with what they can’t have, but the positive side, with what the alternatives for them that they can have are as well. It’s not just ‘eating the food’ that’s necessary to be included, we should include information on a wider variety such as shopping, storage, food preparation, cooking, and eating out.

Phases of creative development:

  • Do we have sufficient reference sources? – adverts, brochures, videos, websites?
  • Do we have contact info and links to people, research and resources that can supply us with help?
  • Is it clear from the client what must be in the communication? – client requirements?
  • Is it clear from the client what might be in the communication? – client preferences?
  • Do we represent the client’s issues, concerns and wishes?
  • Have we completely excluded everything that the client determined undesirable?

 

Food Safety Brief – Research

The brief that I have selected to work on is the Food Safety brief, which is to create a series of short videos on food well-being for chemotherapy patients, to be targeted at caregivers.

I have started by reading the brief several times over in order to really understand it, and as well as this, I have also done some background research into the food safety issues of chemotherapy myself so that I know what I am talking about when it comes to working on the project and talking to the clients.

Cancer treatments such as chemotherapy (also radiation therapy and stem/bone marrow transplantation), often weaken the immune system, leaving patients more at risk to illnesses, particularly those that are food-related. It is important for patients to know and understand how to safely handle, prepare and store food, and also for them to know which foods that they should avoid. There are a lot more foods that chemotherapy patients should avoid than I had originally thought – just a few of them include: unwashed fruit and vegetables; raw or undercooked meat; deli lunch meats; refrigerated pâté; smoked fish; sushi; unpasteurised beverages (e.g. fruit juices, milk, yogurt and cider); soft cheeses; undercooked eggs; and a range of other examples. Although some of these examples of foods to avoid seem pretty obvious, such as the raw meat or undercooked egg – sometimes it can be trickier to avoid. For example, raw egg can be less obvious when added to other things, such as homemade cookie dough or cake mixture, or homemade mayonnaise. On existing food safety websites, such as on cancer.net, patients are encouraged to undertake some simple steps, including: shopping smartly; preparing and cleaning up foods carefully; preventing cross-contamination; disposing of old food; and taking precautions when eating out. It can be hard to spot when a patient is actually suffering from a food-borne illness as some of the symptoms are vague and not always obvious that food is the cause. Symptoms include: diarrhea, stomach pain, nausea, vomiting, fever, headache, muscle pains. These symptoms can escalate quickly into something more serious for cancer patients than for a person who was not a patient.

I also looked into who the Velindre Cancer Centre was and what they do, because this is who our clients have asked us to create the videos for. Velindre Cancer Centre provides specialist cancer services to over 1.5 million people in South East Wales and beyond. They are one of the largest cancer centres in the UK. Each year over 5,000 new referrals and around 50,000 new outpatient appointments are seen by us. They employ over 670 staff with an annual budget of over £49 million.

Another area that I looked into was ZERO2FIVE, as the brief informed us that this would be who was supplying us with the information for our campaign videos. I discovered that ZERO2FIVE are actually a team of food and drink technologists based at Cardiff Met. On the website, they claim that their mission is: “To support Welsh-based food businesses in both a technical and operational capacity, enabling them to compete more effectively in the global market place by providing the knowledge, facilities and resources to help companies push their boundaries, achieve their goals and drive their businesses forward.” We assume that our clients will be part of this team.

 

Persuasion – The Brief

As part of our project, ‘Persuasion’, there will be three main areas to work through: research, then ideation and finally application.

For this project, we have the choice to pick between a range of live client briefs. The client brief will have an overarching aim, and objectives that will help them achieve their aim.

The client brief titles to choose from include:

  • Dementia Friends
  • Fair Trade Wales
  • Flood Awareness
  • Food Safety
  • Global Steps
  • Glofa Navigation
  • Radio Glamorgan
  • Size of Wales
  • Twice the Size of Wales

The two briefs that I am most interested in are Dementia Friends and Food Safety. These being my two favourite and the ones that I hope to when we pick tomorrow. It is necessary for me to have a second choice as the ‘picking’ process is on a first come first serve basis – there can only be 6 students per brief. To prepare myself for the project, I have done a small amount of research into both of these briefs and the clients behind them.

Dementia Friends

The project title of this brief is, Becoming a Dementia Friend: Raising Awareness and Changing Perceptions. First things first, I had to find out what a dementia friend was. From my research, I learnt that a dementia friend is somebody who learns a little bit more about what it’s like to live with dementia and then turns that understanding into action. Anybody at all can become a dementia friend so of course, so that I am able to prove that I am committed and know exactly what I am talking about, I signed up and became one.

The clients, the Alzheimer’s Society’s Dementia Friends programme, want help in encouraging their residents to join them in becoming a dementia friendly organisation. They have already had all of their staff take part in a session and next they want to roll out the sessions to as many residents as possible too.

Food Safety

The aim of this brief’s project is to develop a series of short ‘food wellbeing’ interactive videos for the family caregivers of chemotherapy patients to ensure food safety and nutrition during treatment.

Before seeing this brief, personally, I didn’t even know that there was need for food safety awareness among cancer patients – this is why I found this brief particularly interesting as it was something new to me, even though cancer is such a serious issue. From my research, I found that cancer patients having chemotherapy are at more risk of getting ill as they are unable to fight infection – illnesses that we would not consider particularly serious are amplified, such as coughs, colds, the flu and food poisoning. Although most chemotherapy patients tend to be aware of the dangers, many people are not. For this reason, the clients, the Food Industry Centre, want to increase the awareness, in particular of the family-caregivers at who will be spending time with the chemotherapy patients. They want to supply the carers at Velindre Cancer Centre with a health focused resource in order to potentially reduce the risk of foodborne infection among the patients there.


The Stages

Research

  1. Creative brief and persuasive communication – it is down to us to get in touch with the client and find out about their existing campaigns, marketing, branding, etc.
  2. Stimulate the imagination – we will be given an issue (e.g. poverty, racism, war, etc) to curate a collection of related media examples and then present these to out client.

Ideation

  1. We are required to present three concepts in response to the brief. The concepts should demonstrate ability to develop ideas using a variety of media.

Application

  1. In this stage, we synthesise our concepts – focusing, selecting and combining ideas to form a direction for our work, so we can then decide on graphic detail. For example, I could make a prototype to consider the design and user experience.

Make a Creative Brief

  • Write down your initial problem as you see it.
  • Re-write the initial problem as a question – How do…? How might…? In what ways might…?
  • Identify with the client – Who are they? Where are they? What do they do?
  • Identify with the audience – Create a map of everyone you might be communicating with, both direct and associated. (E.g. the direct target audience may be cancer patients and then associated is their friends and family, etc)
  • Think of all the possible persuasive actions and all the interpretations of these actions – Donate, attend, demonstrate, etc.
  • Generate a series of action statements that bring these elements together.