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enderaz-blog · 5 years ago

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Mastery Journal Design Integration

Connecting / Synthesizing / Transforming

One of the areas where I had made a connection was in respect to the two perspectives in design. In one resource by Norman et al., (2009), they discussed how designers must work with the constraints of many items such as medium and cost when creating a design. On the other hand, research from The Interactive Design Foundation (2020) spoke of how users emotional impacted by other design decisions. This came into play in my end design when creating a media plan and media matrix to understand what would best work for designer and user.

Problem Solving

One design problem that I ran into on the Box Park Sushi project was choosing an appropriate typography set that matched my voice and tone as well as the style of the project. For my heading I wanted something that was bold, eye-catching, and unique but still fit the Box Park theme.

One possible solution to this would be to play off of the Asian theme and use an Asian based font such as Nagomi (https://fonts.adobe.com/fonts/nagomi), but I felt that it was an idea that was over-used and not unique enough for the project. The second path I had was to use something that meshed well with the idea of a Box Park storage container. For this path I chose the use of the stencil font (https://fonts.adobe.com/fonts/stencil). In the end I went with the stencil font for several reasons. The first reason was that I didn’t want to go with the stereotypical Asian style font just because it is a sushi restaurant. Having worked near storage container in my career in the Air Force, one thing that had always stood out to me was they stencil writing that you would typically find on old storage containers. This offered a solution that was both unique that also played on the idea of the box park itself rather than just the food theme.

Innovative Thinking

For the first time in my journey to an MBA in media design I feel like I have made a product that feels polished and comparable to professional work. Knowing I had an upcoming trip planned, I scheduled a vacation day in order to dedicate time specifically to work on my creative brief and I feel like the extra time gave me the flexibility to go back and touch up, and re-do work as much as I wanted until I had a final product that I was happy with. I believe my work was innovative and feel like it’s the first piece of work that I’ve created in the program that allowed me to really put everything I’ve learned along the journey in to one visible create place which is my creative brief.

Acquiring Competencies

Adobie InSight: Occupational & technical

Voice: Academic/Occupational & Conceptual

Tone: Academic/Occupational & Conceptual

Emotional Design: Academic/Occupational & Conceptual/Technical

Translating Strategy to Design: Occupational & Conceptual

Static Vision Boards: Academic/Occupational & Technical

Dynamic Vision Boards: Academic/Occupational & Technical

Perspectives of Design: Academic/Occupational & Conceptual

Guerilla Marketing: Occupational & Technical/Conceptual

Reflection

I would argue that I have gained the most knowledge and technical skills so far in this program from this course as well as the course that preceded it. I found it very helpful that different instructors had worked together to create a learning plan that moved between classes creating a feeling of being able to learn core skills, implement those skills and then follow up increasing the complexity of those same skill sets in different manners.

I felt that each assignment provided a great deal of value in the overall program. Week one built upon the voice and tone skills learned in the preceding class helped reinforce those skills by giving the opportunity to continue using them while adding more to them. In the second week we created static vision boards allowing us to visualize the theories that we had learned previously and see how easy it is to fall off the path of your voice and tone. Week three once again built on to the skills of voice, tone and static vision boards and allowed us to add motion and sound an additional way to display all the elements we have learned along the way. Lastly and my favorite project so far has been the creative brief. This assignment is where I felt we put together and implemented many of the skills we have been taught even from day one of the media design program. The use of industry standard design tools helped keep our engagement and enjoyment high and end the class with a nice nearly finished product.

References

Felton, G. (n.d.). Advertising: Concept and Copy (Third Edition). VitalSource Bookshelf. https://bookshelf.vitalsource.com/#/books/9780393733921/cfi/8!/4/[email protected]:13.2

Lee, K. (2012, September 12). Voice And Tone: What’s The Difference? Forbes. https://www.forbes.com/sites/katelee/2012/09/12/voice-and-tone-whats-the-difference/#4198b13065e3

Kenny, J. (2020b, July 2). Know the Difference between Tone and Voice to Set Your Brand Apart. Mojo Marketing - Cloud, IT, & Telecom Marketing. https://gimmemojo.com/tone-voice-set-your-brand-apart/

Acrolinx Team. (2020, February 21). What Is Tone of Voice and Why Does It Matter? Acrolinx. https://www.acrolinx.com/blog/what-is-tone-of-voice/

The Futur. (2014, October 21). How to Translate Strategy to Design [Video]. YouTube. https://www.youtube.com/watch?v=TpcaCW85eI0

Goikoetxea, N., Sierra, E., Larrakoetxea, I., & Gorozika, J. (2010). GOOD PRACTICES TO TRANSLATE CORPORATE STRATEGY INTO DESIGN STRATEGY. Design 2010, 1094. https://pdfs.semanticscholar.org/7179/bc30ae87eca07bd7d60f7180c6da5f28250d.pdf

Felton, G. (n.d.). Advertising: Concept and Copy (Third Edition). VitalSource Bookshelf. https://bookshelf.vitalsource.com/#/books/9780393733921/cfi/8!/4/[email protected]:13.2

Huffington Post, & Hughes, B. (2017, December 6). The Importance of Ethically Sourced Products. Huffington Post. https://www.huffpost.com/entry/the-importance-of-ethical_1_b_10895816

Özçifçi, V. (2017). Determining the impact of brand equity on consumer purchase intention. International Journal of Social Sciences and Education Research, 3(4), 1164–1177. https://doi.org/10.24289/ijsser.319844

Desmet, P., & Hekkert, P. (2009). Special Issue Editorial: Design & Emotion. International Journal of Design, 3(2), 1–6. http://index.ijdesign.org/index.php/IJDesign/article/view/626/255

Saraswat, P. (2019, August 14). The design of emotions and emotional intelligence - UX Collective. UX Collective. https://uxdesign.cc/the-design-of-emotions-and-emotional-intelligence-ba00855107d3

Interaction Design Foundation. (n.d.). What is Emotional Design? The Interaction Design Foundation. https://www.interaction-design.org/literature/topics/emotional-design

Baker, J. (2019, January 28). The Art of Emotion — Norman’s 3 Levels of Emotional Design. Medium. https://medium.muz.li/the-art-of-emotion-normans-3-levels-of-emotional-design-88a1fb495b1d

Norman, D., Northwestern University, Nielson Norman Group, & Ortony, A. (2004). DESIGNERS AND USERS: TWO PERSPECTIVES ON EMOTION AND DESIGN. http://projectsfinal.interactionivrea.org/2004-2005/SYMPOSIUM%202005/communication%20material/DESIGNERS%20AND%20USERS_Norman.pdf

The Interactive Design Foundation. (2020, July 10). The Reflective Level of Emotional Design. https://www.interaction-design.org/literature/article/the-reflective-level-of-emotional-desig

Morris, J. D. (1998, August 23). The Effects of Music on Emotional Response, Brand Attitude, and Purchase Intent in an Emotional Advertising Condition | ACR. The Association for Consumer Research. https://www.acrwebsite.org/volumes/8207/volumes/v25/NA-25

Lasquite, M. (n.d.). Color Psychology in Marketing and Brand Identity. Visme. https://visme.co/blog/color-psychology-in-marketing-and-brand-identity-part-2/

Laubheimer, P. (2020, January 12). The Role of Animation and Motion in UX. Nielsen Norman Group. https://www.nngroup.com/articles/animation-purpose-ux/

Marrs, M. (2020, July 21). Jaw-Dropping Guerrilla Marketing Examples. Wordstream. https://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples

Mertes, M. (2020, June 17). 13 of the Most Creative Promotional Products of All Time | QLP. Promotional Products Blog. https://www.qualitylogoproducts.com/blog/13-most-creative-promotional-products

Long, J. (2017, April 2). 6 Must-Do’s for Effective Social Media Marketing. Entrepreneur. https://www.entrepreneur.com/article/292169

Reynolds, C. (2020, May 6). The Advantages Of Bus Stop Advertising. The Startup Magazine. http://thestartupmag.com/advantages-bus-stop-advertising/

Pavesic, D. (n.d.). Restaurant Resource Group: The Psychology of Menu Design: Reinvent Your “Silent Salesperson” to Increase Check Averages. Restaurant Resource Group. https://www.rrgconsulting.com/the-psychology-of-menu-design-reinvent-your-silent-salesperson-to-increase-check-averages-and-guest-loyalty.html

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