joshajohnstone

[joshajohnstone]

Design Research Course Reflection

Course Material Overview

As the course title suggests, this month involved a large amount of research and exploration. The place branding exercise required a reexamination of what I prioritize when “selling” a product or idea. It forced me to stop looking purely looking at all the functional benefits of the product and showed the advantage of looking holistically at multiple facets including the emotional benefits and how, in the case of place branding in particular, the residents, what they represent and the feelings conjured up and associated with the area all combine to provide insight into how to best position the brand (IDEO, 2015).

Brand equity was another concept presented this month that immediately clicked in my mind and has proven invaluable in both better understanding the current positioning and value of my chosen location, but I have also been able to use it to better inform the work I do at my job. I was recently able to uncover valuable insights into the best target audience choices for a rebranded product by taking a deep dive into that brand’s current equity, differentiators and customer base which resulted in an effective pitch and happy clients. 

The effective combination of primary, secondary and tertiary sources, has also proven a useful tool in furthering the effectiveness of my work and I will take many of the methods, both new and tweaked forward into my degree and career beyond. Interviews have always been something I have shied away from and so I fear I got caught up trying to plan them perfectly, however, one insight I did uncover, which proved especially effective, was pre-tailoring many of my questions to an array of demographics I thought would provide a fair spread of opinion and unique information (Briggs, 1986). Having differentiated question sets meant I went in more confident and was able to adapt more easily, putting the interviewee at ease and allowing me to explore deeper questions that might have otherwise been possible (Weiss, 1994).

Caption: Map of selected location for this month, different areas are highlighted to show make up and diversity, as well as provide a foundation to compare similar and competitive locations to.

 References

Briggs, C. L. (1986). Learning how to ask: A sociolinguistic appraisal of the role of the interview in social science research. Cambridge, UK: Cambridge University Press.

Collier, David. (1993). The Comparative Method.

Creswell, J. W. (1997). Qualitative inquiry and research design: Choosing among five traditions. Thousand Oaks, CA: Sage.

Emerson, R. M., Fretz, R. I., & Shaw, L. L. (1995). Writing Ethnographic Fieldnotes. Chicago: University of Chicago Press.

Fernandez-Cavia, J., Kavaratzis, M., & Morgan, N. (2018). Place branding: A communication perspective. Communication & Society, 31(4), 1-7. https://doi-org.oclc.fullsail.edu/10.15581/003.31.4.1-7

Green, S. (2005). Defining West London A case study of the initial stages of a strategic place branding exercise. CoDesign, 1(4), 277û287. https://doi-org.oclc.fullsail.edu/10.1080/15710880500478486

Homadovski, A. (2010). Place Branding in the Culture of Design. Prostor, 18(1), 190û203. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu:81/login.aspx?direct=true&db=a9h&AN=53431794&site=ehost-live

Holston, D. (2011). The Strategic Designer: Tools & Techniques for Managing the Design Process. New York, NY: Simon & Schuster.

IDEO.org. (2015). Field Guide to Human-Centered Design.

Koskinen, I., Zimmerman, J., Binder, T., Redstrom, J., & Wensveen, S. (2011). Design Research Through Practice: From the Lab, Field, and Showroom. Amsterdam, Netherlands: Elsevier.

Litteljohn, David. (2019). Destination Branding: Differentiation and Synchronisation.

Laurel, B. (2003). Design Research: Methods and Perspectives. Cambridge, MA: MIT Press.

Maxwell, J. (2008). Designing a Qualitative Study. Qualitative Research. 10.4135/9781483348858.n7.

Maxwell, J. A. (1992). Understanding and validity in qualitative research. Harvard Educational Review, 62, 279–300. 

Melymbrose, J. (2016). How to Define Your Core Brand Values (And Why You Should). Retrieved from https://business.tutsplus.com/tutorials/how-to-define-your-core-brand-values-and-why-you-should--cms-26301

O’Grady, J. V., & O’Grady, K. (2009). A Designerís Research Manual: Succeed in Design by Knowing Your Clients and What They Really Need. Rockport Publishers

Patton, M. Q. (2000). Qualitative evaluation and research methods (3rd ed.). Thousand Oaks, CA: Sage.

Pfautz, S. (2016). The Basic Principles of Branding. Retrieved from https://www.push10.com/basic-branding-principles/ 

Ragin, C. (2014). The Comparative Method: Moving Beyond Qualitative and Quantitative Strategies. Berkeley: University of California Press. 

Stubbs, J. (2016). Three elements of great place branding. Retrieved from https://www.upthereeverywhere.com/blog/three-elements-of-great-place-branding

Weiss, R. S. (1994). Learning from strangers: The art and method of qualitative interviewing. New York: Free Press. 

[joshajohnstone]

4.4.1 Mastery Learning Project: Project Reflection

The Target Audience Profiles were an excellent exercise serving as an introduction to consumer research and focusing in on a client’s specific design needs. Creating the ideal customer allowed me to think as though I were speaking directly to another person. One of the most informative statements written by Felton (2013) was, the fact that a successful brand always has a “consciousness, and people’s response to this frequently invisible but everywhere apparent speaker becomes central to the success of the message and the brand behind it” (p. 93). This allowed for a slightly different perception of the “brand voice” which made more sense to me. I found it easier to write, keeping in mind that the consistent voice must be heard or read by the audience. Additionally, directly related to the “voice” speaking, Felton (2013) describes that “consumers are never just buying a product; they’re buying an ethos, too” (p. 93). This further personifies the brand implying that it stands for something and further aides in maintaining a consistent message. The profiles created remained helpful throughout the remainder of the course as something to reference and keep me on track when deciding on color, typography and content because I had already developed a keen understanding of the kind of things my ideal customer likes, thinks about, feels and strives for. The most enlightening part of writing the target profiles themselves was trying to think step-by-step through their daily routines, this opened up my imagination in a way that specifically helped to better understand how I would articulate a thought to that person.

I spent a significant amount of time considering the various spokespersons as I wanted to be sure that each one spoke to the cause and challenges faced by Wildlands Network. I was drawn immediately to the “plain folks” spokesperson, I agreed and was able to connect with Felton’s (2013) assertion that, “people trust other people more than they do corporations” (p. 246). I chose to tap into people’s attachment to their children for this one as they are more likely to consider previously unexplored thoughts if they felt as though their children may in some way be harmed if they were to ignore it. 

I initially did not think that I would use the celebrity testimonial  because it seemed a bit cheesy and out of place given my chosen non-profit, but as soon as I stumbled across the idea, while considering mountainous scenes with stars above, that Neil deGrasse Tyson may be interested in endorsing the campaign because Wildlands Network bases much of their process on solid scientific process and reasoning and he being a reasonable and caring man of science would be an excellent spokesperson. This was given weight by Felton’s (2013) statement that, “with testimonials, people’s interest or belief in the spokesperson rubs off on the product” (p. 241). deGrasse Tyson is an incredibly well respected figure and would lend great momentum in garnering attention for the brand as a whole.

I chose the three concepts I did because I felt as though they had the best chance of visually appealing to my target profiles and were most likely to connect with them emotionally. Additionally, I thought that the “Goldilocks” concept may have been a little too gruesome, not subtle enough to pique interest and not offend audience sensibilities. The “businessmen in the backcountry” concept was interesting but I feel as though it would make a much better video piece than it would a print ad, I feel as though too much information would be lost in the details and it may have fallen flat.

I when thinking about headlines and body copy, there was one particular sentiment made by Felton (2013). He argues “that if you've got an interesting fact about your client’s product, use it. Nothing cuts through the crap and clutter of advertising better than a real, true fact about the product. Nothing is more persuasive” (pg. 210-211). I tend to think of myself as a “cut through the crap” kind of person and I had already decided that at least one of my target profiles felt similarly about fussing around the point. Each of my headlines, though tailored to the spokesperson, gets straight to the point. The situation faced by wildlife in North America is dire and I feel as though many people, including my target profiles are willing to help out, they just need some direction as to where to go and whom to talk to. My body copy is also filled with straight shooting information and facts. I decided that people willing to help, especially those of a younger, digital generation would want easy to comprehend, succinct copy that is actionable as well as thought provoking.

I thoroughly enjoyed the process of revising my chosen comps. I was initially inspired by the subtle illustration I made for the “Sad Child” concept. I created that comp with a mix of realistic and illustrated imagery as a nod to the creative and complex mind of an imaginative child. This was in stark contrast to her reality which, though exaggerated and presumed, has surprising basis in truth. 

I decided instead, to illustrate the entire piece and change the fonts for the effect this gives when the ads are viewed together or in sequence. This makes for a more cohesively branded campaign where a similar style can be maintained well beyond these initial comps. I chose not to update the copy, headings or call to actions because I felt that they are still effective and poignant to the altered imagery. I believe that the choice to use illustration makes  the  somewhat  darker  undertones  of  each  message  more  accessible  and  thus  appealing  to  a  wider  audience. 

Most notably, I feel as though the concept that each successful brand must have and maintain a unique and personable “voice”. It is best to personify the voice and give it substance by assigning an “ego” and “consciousness” (Felton, 2013). This will remain an important part of my design thinking and I believe is set to significantly improve my overall process.

I have also discovered much more effective processes for communicating captivating concepts. Through the tag line and target profile creation assignments, in particular, creating someone’s day-to-day patterns, I found new ways to think about original content and techniques which eased much of the creative block I occasionally face.

Learning to write effective headlines has been and excellent takeaway. In addition to finding new and more effective ways to snag your audience’s attention. Pausing to figure out the perfect headline helps to solidify one’s overall concept and has the potential to enlighten you to new ways of thinking about a stuck or stagnant idea.

References 

Felton, G. (2013). Advertising: Concept and Copy (3rd ed.). New York, NY: W. W. Norton & Company.

[joshajohnstone]

3.4.3 SWOT Analysis

My strengths stem from a strong belief in my own skills and intuition where those skills may be lacking. I am fortunate to be able to look at things both from a critical and analytical perspective as well as with a creative eye, using the two in tandem when needed. I read people well and am attune to the subtleties and impacts of they say and how best to respond. I always look on the bright side of life and try to find the humour in everything. I am patient with people as well as when designing, happy to carve out a result even if it seems tedious.

I do however occasionally put things off until I have time to think through all the details and complete them in one sitting, rather than organizing my time and completing realistic, portions. I’m also quite easily distracted and can spend far too much time wandering along an unrelated path. My Adobe Illustrator skills are sorely lacking, and I need to set some time aside to address that. Stubbornness has often gotten in my way and often manifests itself in the form of procrastination.

I do see opportunity for those with the ability to use both sides of their brain effectively, both in improving the quality of my work and in the workforce itself. Were I to improve my time-management skills, I would find much more time to dedicate to improving individual works and carve out time to take care of myself. In completing this master’s program, I am also giving myself a leg up in the design world as not many creators hold an advanced degree and it will begin to open doors. I also see a chance to discover new software that will improve my marketability as well as a chance to build my formal portfolio.

Currently, my biggest threat is more designers. I didn’t jump right into a design role out of undergrad and so lost a few years of specific working experience. A weakness that has posed itself as a threat is my allowing small details to get in the way of results. I often get caught up trying to work out minutia that are better left to a later iteration. Time in the day is currently a threat. Trying to balance school, a job, family and the seemingly unending search for a new job has proven taxing.

[joshajohnstone]

2.4.3 Mastery Learning Project: Task 3

My process closely resembles the second model. Though I certainly did do a significant amount of research before beginning the concept development and prototyping of these logo projects, I constantly went back to try and find new sources of information and inspiration that could add to and influence my exploration. In my process, I find that I am more effective when I am open to continual improvement and reworking.

After conducting my initial research phase, I began my mind mapping word exercise. I continued to research whilst adding still to my mind maps and potential inspirations. Next, I went back to some of my research sources and began to collect a folder of potential inspirational imagery. I then began to sketch broad ideas in each of the three logo categories.

The sketching phase was the most fulfilling. As I continued to explore any and all ideas in each category that related to my mind-mapping, research and collected imagery, I attempted to simplify my sketches to better suit the potentiality of it eventually becoming a logo as well as to try and get as many different ideas down on the page. I also continued to find new inspirations as my sketches brought up more questions that I delved further into, which led to previously unconsidered paths. Below are the progressions of each logo categories.

Throughout this class I have been provided with feedback that has helped to further my concepts and improve my method. I was told that the multitude of sketches is a benefit to concept creation, the renderings were good for quick sketches and accurately represented the 3 facets of Kyoto’s make up that we are exploring. Some effective notes were to work on the scalability of my designs and try to simplify, which might help with that. I was told that as the sketches progress, however, the increasing simplicity is noted and effective.

I will be sure to keep in mind the important need for simplicity in logo design and shall factor it into future progressions of my process by breaking down the essential shapes I am working with and creatively restructuring them to further improve design without losing the impact and meaning of the imagery.

[joshajohnstone]

I found this site whilst getting distracted doing my assignment for this week. It’s great! There is a plethora of useful resources from a voice that makes the content more relatable and easy to follow.

[joshajohnstone]

I've chosen to post this video this week because I think that Rory Sutherland discusses a timeless topic that we in the creative industry may do well to ponder. He praises the power of “intangible value”, something that gains value more by one’s perception of it, than its physical value. He says, and I agree, that “many problems can be solved by tinkering with perception”. As problem solvers, we would do well to keep that thought in our problem-solving toolbox and use it intelligently. Another great line from the talk is, “persuasion is often better than compulsion”, meaning that someone may be more likely to embrace something new if they are perhaps made to think it is good for them rather than being forced to do it. Finally, he implores us to try and look at things in new light, try and see how it might be used differently before totally scrapping it and trying something new. This thought translates well into our trying to work a topic and approach it from different angles in order to find its core message.

[joshajohnstone]

Defining Client Needs: 2.1.4 – Action Plan

My overarching goal for this program is to gain knowledge and further my path to mastery as tuned to the creative and graphic design industry. I expect, coming out the other side, to be expertly prepared to further my career and take steps to elevate my position and responsibilities. In order to achieve this, I will remain entirely committed to maintaining high grades throughout by fully investing my available time in immersing myself in my projects and learning. I will approach every task with an open mind and welcome constructive criticism and guidance. I would one day like to rise to a creative director position, perhaps owning my own agency at some point or becoming involved in the running of an influential one. For now, I aim to continue building my foundational knowledge, adjusting my path where need be and forming good habits that will stand me in good stead for the rest of my career.

[joshajohnstone]

Defining Client Needs: 2.1.4 – Review

My major takeaways in reviewing the video archives from this week came in succinct packets and phrases. The main theme that I noticed was the importance of providing rationale based on research, we are encouraged to take risks and trust our instincts provided we are able to explain why we chose that action and what is it based upon. I feel as though this lays an excellent foundation for creative ideation and will play a role in making all our future design choices more efficient and effective.

Perhaps my favourite phrase of the session was Professor Kratz’s “put your stank on it”, I sincerely hope I’m quoting that correctly. But it does make an excellent point, as another key takeaway was to ensure an independence of thought in our work, showing initiative and enterprise. This too is something that I feel the earlier we are able to engrain into our every choice, the sooner our creations will have life given to them by us rather than a prompt or instruction.

My only real concerns stem from a fear that because some of our creative ideas will span over several courses, I am afraid that my initial idea may not be good enough or hold enough potential or depth to carry over effectively. I hope, as I am rationally sure is the case, that our professors will guide us through this process and I will gain confidence in my choices as I work more and trust my instincts because they have basis in real practice. Secondly, I know that I want to rise in this industry and want to become and art director and creative director in time, perhaps, even grander heights. My concern is that I don’t gain enough knowledge in those veins here, that I come out not having enough experience in managing or leading teams, though again, rationally, I am certain we will at some point be addressing those issues.

[joshajohnstone]

I chose to post this link today because as someone relatively new to the field I sometimes feel as though I don’t know where to start a project or how to move an idea forward. Being able to browse these artists and see what is being done in the industry and what I have to aim for, is a great jumping off place. The quality of creativity alone is inspiring enough to marvel at.

[joshajohnstone]

Mastery Journey Presentation

Presentation

[joshajohnstone]

This week I discovered this great website that has a daily inspiration post which is a great asset to keep me continually thinking about design and the path ahead of me. It keeps me up to date and gives relevant insight into what is happening in the world I am becoming a part of.

[joshajohnstone]

My personal logo design

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My Linkedin page

link: https://www.linkedin.com/in/joshuajohnstone/

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My Papaly page

https://papaly.com/#board_id=e2e3234b819b4a6f8ee78f69de606a0f

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My Feedly page

link: https://feedly.com/i/category/Mastery

[joshajohnstone]

I posted this video of Paul Bennett talking about design because I believe he is hitting on a point that many struggle with today and I hold of utmost importance when I am approaching a project. He says that we should focus on the individual using a product, get down to the essence of why it is being designed and work from there rather than compiling a bunch of information that plays no part in your eventual process.

[joshajohnstone]

The Next 12 Months - My Mastery Journal

I can honestly say that the first two weeks of this program have already had a massive impact on the way I look at my present and future career and if this is any indication of the twelve months that I have ahead of me, I am ecstatic about the opportunity I have to absorb, learn and grow on my path to better understanding my life’s task.

I intend to throw a fully open mind at each class and assignment and make every effort to listen deeper, ponder longer and maintain the childlike curiosity needed to bolster the intensity of my learning.

Throughout my courses I hope to gain a more in-depth understanding of the processes involved in the creation and implementation of effective design and strategy for today’s rapidly-evolving advertising world. I aim to build a solid base of understanding and practice in what history and research suggests makes memorable content. I’d like to be able to use that knowledge to advance my career and propel me towards my goal of one day owning my own agency or becoming chief creative officer of an influential company. I know it will require an intense amount of dedication and sacrifice but I am passionate about creating and deciphering what appeals to all kinds different people and am ready to take risks and commit to improving every day.

Additionally, I hope to continue to learn more about myself, my strengths, my weaknesses and my talents. To lessen my weaknesses, condition my strengths and broaden my talents. I hope to reveal new and memorable facets of the coursework I study and bring out the best of those I work with, and they, me.

It goes without saying, then, that I aim to maintain a high standard of academic excellence, one that I can be proud of at the end of this program. By August of next year, I would like to be a more informed and disciplined man and shall remain committed to the perpetual pursuit of my life’s task.

References

Greene, R. (20121113). Mastery. [Bookshelf Online]. 

Retrieved from https://bookshelf.vitalsource.com/#/books/9781101601020/