OUGD505 Studio Brief 2 Design Boards

OUGD505 Studio Brief 1 Design Boards

OUGD505 Evaluation

This module has really shown another level of serious considerations when designing for target audiences, the limitations and considerations of target audiences which I enjoyed as it develops my knowledge and learning.

Within the first brief there were so many possible unique outcomes and I wish I had set a lot more time aside for experimenting with my different event ideas in different traditional print methods but through feedback it was suggested I focus on the carnival. Feedback for these modules are one of the most important aspects that keep time management tight but if I can in future I should try and have initial visual ideas to bring to crits and feedback sessions as I feel I would develop the ideas and get them across so much better.

I am proud of my final traditional print as I don’t usually go down the typography route meaning a new success for me and I enjoyed hand drawing the type and giving it the carnivals energy. Although screen print didn’t go perfectly again, the fact I had two visual options and did as many experiments as I could meant that I had two versions of my final piece which received surprisingly (to me) positive feedback. This shows again why feedback is so important as I feel like maybe we do see our work for too long sometimes and don’t recognize its impact anymore! I feel positive about this piece being displayed to the public and really want to gain some feedback. An idea is to send my second print copy to the organizers of the carnival themselves, possibly from help from my family friend who is involved within the carnival- getting first hand feedback from the event organizer would be amazing, however I am nervous about it being underwhelming therefore going to wait and get feedback from others outside university.

I was really disappointed and unfulfilled that I was left short of time to create the full campaign pack for brief 2 as I feel it really does have the potential to transfer to so many distribution pieces, although I still proposed them and hope the identity is strong enough to show the potential. As well as this, I would have put up the campaign in appropriate places such as backs of toilet doors in Leeds and collected any responses from this to test the effectiveness of the campaign. A limitation of this campaign was that unfortunately possibly those who do harass and catcall may not take the societal campaign seriously and enjoy making people feel that way but issues are always worth campaigning for and I would be glad to take part in designing for positive change in my future career. Using symbols within these designs gives the protest spirit in the seminars we had for brief 2 which I also really enjoyed as I enjoy learning histories (which is why I also find lectures really interesting too). 

On a whole within this module I have wanted to stay as true as possible to those at the centre of the event/issue which is important in designing to create a bespoke piece and i'd never be happy giving back work that hasn't been considered and just designed in an expected way, when the final product needs to allude informative elements.

Evaluation

Despite feeling like I could have dedicated more time to monoprint and linoprint experiments as first planned, I feel my traditional print encapsulates the carnival itself and has spirit of the diverse community and the ways to celebrate the carnival as well as marking the 50th anniversary.

It was important for me to design this in a way staying true to how those in the carnival represent themselves and show pride for their culture through their outfits and singing/dancing atmosphere which I really love about these kinds of carnivals myself.

Screen printing again was not planned but is what was required by the typographic route I went down which I didn’t expect from myself. The combinations of bright colour allowed me to enjoy experimenting in the print room however, which shows that as a designer if you pick a subject with elements you really enjoy it definetly is more enjoyable and I feel like this shows through my traditional print.

Designing for celebration was a really positive experience which I would not hesitate to do again, adding to a list of subjects I have realised I love designing for the most this year important to my development as a designer. One will be exhibited while the other will be sent to the carnival team to congratulate them on the 50th year.

Final campaign

After debating the collection and development, having a consistent campaign clear and appropriate for the government sponsor and the sensitive issue was most important and having 3 different design styles was too much.

I have now chosen to keep the design consistent, being able to be displayed in all distribution locations non gender targeting (although the pink/red mix main colour combines danger and female response a well as being bold enough to command attention) and get the message across clearly and legibly. 

They appear more as warning signs whilst still having a younger style appealing to the student demographic but being more subtle and clear to appeal to public audiences.

Web/social media GIFS

Totebags and fresher fair/student union merchandise to stay the same as it appeals to the demographic to be picked up and promoted, and used on nights out where harassment is one of the biggest problems.

fluorescent pinks and greens given as options for males being more comfortable with a colour suited to them incase they have issues with the pink, allowing them to still take and wear the tote sharing the message.

How badges and coasters could look

Bright coloured cup similar to one me and housemates received from Baa Bar would be picked up in huge numbers with the hashtag and context behind it being a reminder every day in the household and on nights out at pre drinks.

With this brief it was unfortunate I didn’t have solid factual research behind it but using experiences direct from victims themselves gave a strong platform on which to design and cater for. It was really unfortunate I decided the final campaign at a stage where creating extras wasn’t possible due to time.
My mockups are not at a perfected stage which doesn’t feel good but I feel the campaign definetley has a strong identity and promotes and voices how people actually feel about being catcalled and harassed.

Having the campaign look almost like warning signs as well as strong anti language make the message loud and clear and would be seen by those who are doing this and would stick in their minds as the visuals are quite stark.

This is the first time I have created gifs and applied a campaign to such a large target audience and I find it interesting how they can be marketed, such as applying the campaign to freshers freebies in which the message will be reminded multiple times.

Tackling the sensitive issue in the way I have I feel is appropriate as the words are from victims themselves and having the hashtag leaves an option to discuss the issue further which can only mean progress. While the feel of the campaign is a younger demographic, the clear and concise campaign is also strong enough to get the attention from the general public which is for issue oriented design.

Further design development

need to link to a company sponsor who's ethos would support this campaign. Gov.uk was suggested as it highlights how serious the issue is and can possibly provoke fear subconsciously in to not repeating harassing behaviours. Logo has a similar look to the Spotify logo which would be useful context for recall of logo and association from students as well as relating to the campaign name.

Tote Bags for distribution at freshers fairs (can work in conjunction with certain club promotions being a positive associate for the establishment) and student unions (educating and providing student support and awareness in response to survey findings)

Needs to be stylized to appeal to student audience. creating a shape will be useful for branding and give a design appeal to the student populations in freshers fairs and student unions using the same colours used in the campaign but in an attractive way.

reminds peers of raves which is suitable for the freshers audience, coinciding with the poster designs for clubs using these colours. this branding makes a statement whilst being visually pleasing needed for these to be picked up and worn to promote the campaign and hashtag. having varied colour options also gives more flexibility of choice for all students. These would be easy to screenprint and mass produce on to white and black totebags and being used by students after being given as freebies at freshers fairs and at student unions will make a statement and curiosity of the public to look in to the hashtag.

Posters

For social media and public awareness. Will be translated in to a GIF. as well as being eyecatching enough for public awareness, the colours stand as a feminine protest in honour of respondents of my survey and their words. Despite this, posters will be posted on both gendered toilets so the campaign doesn't deliberately target men.

Posters to be put up around nightlife areas and placed inside clubs to promote awareness

A range of posters with a more serious tone to approach the general public in a campaign set in general public spaces. This range of developments more adaptable,versatile for distribution and engage audiences more not being clinical)

My billboard designs received positive comments yet mixed about including line drawings. Although the red hand is effective in indicating one of the harassment issues, I decided speaking to my peers that the range above is enough and any more different designs would be too much and to keep the campaign consistent as possible if I were to create billboards, adapt the pink and red versions as it grabs attention and it is primarily a women's issue which also translates globally where it is worse on a huger scale. The campaign will be more consistent and get the message across. Narrowing it down also means focusing on the distribution to students as my findings and experiences are mostly from that group- beer mats, key rings, lighters and cups would also be distributed along the totebags to spread the awareness and having such items used at pre drinks and nights out are reminders.
Also, targeting the campaign at men isn't the right way to go about a campaign like this meant to educate, and for our generation and future generations, equality is really important therefore although effective language, I don't want the campaign to be one sided. Using pink in the first set is enough to get the message across without being too obvious,

Adding GOV was agreed to make the topic be taken more seriously and there is a page on the website regarding harassment. This elevates the campaign to such a large scale and having this linked means education and awareness of catcalling/harassment are embedded in this generation and future generations as not okay.

Earlier I had considered LUSH as the company to relate my campaign to as they promote raising issues not so obvious with the public and want to challenge them, as well as making stark and controversial protests. However, because of the way the design has progressed and developed using emotive language and experiences from the survey whilst being styled in more of a commercialised style, creating it for a government awareness campaign directing at the public yet targeting at student generations is more fitting. Within the survey it was expressed that older generations cannot be as moulded as ours and future generations so therefore focusing the campaign on students primarily also works hand in hand with the growing issues of harassment and catcalling in student hotspots such as accommodation areas and on nights out. This campaign where distributed can aim at both.

For example, this campaign was in association with the Australian government and is effective in lending support and creating awareness of sexual harassment. Couldn't find anything like this our government has produced especially with my target audience- as this is a successful and strong campaign mine can be justified as a new approach be our government to tackle the issue inspired by the success of this campaign. These are lending support whereas mine is direct in promoting the feelings of the victims when they are too scared to answer back which is powerful enough to get the message across and make people think twice.

I actually realized it is the same typeface after designing which backs up my use of a softer but strong bold typeface for the extracts of the victims to soften them only slightly as it is likely a sensitive issue to those who contributed, whilst I wanted their message to come across bold and effectively.

GIFS for social media banners

Striking RGB colours attract eyes of internet user immediately with bombardment of emotive words to grab attention and make impact.  Emphasis is on the words at first before campaign tagline and logo come in to make viewer interested in why these words are appearing. GOV.UK is added toward the end for a remindful effect of the seriousness of the issue. The words appear quick to keep attention on the banner and timed for effect of focusing the eyes on the campaign and message after the words.

These can be placed on social media sites/sites for universities & associated companies/youtube/spotify

Design Development and crit feedback

Statistics aren't definite enough to use as it is hard to gather exact percentages on this issue, therefore I want to extract the information from my collected data from the survey (young females predominantly students).

Using the word educate in all the campaigns will coincide with the majority of education being what respondents saw as the best way to tackle the issue.

Creating a leaflet will not be necessary as those who do this would not be ones to pick up and read the leaflet, so making this campaign for public spaces and giving it an online presence to educate younger generations also (as a lot of time is spent on their phones on social media) this covers the targets guilty of catcalling and harassing.

Public awareness campaign that uses the experiences gathered in my survey giving the respondents and young women in Leeds a voice. Pink is used as majority targeted are women, and red is used along with danger symbols to highlight the threat and seriousness of the issue.

A campaign designed with clubs in mind- eyecatching nauseous colour designs made to be in your face and unappealing colour clashed like the unwanted advances people face on nights out

Using the black and white meaning through the colours, as well as red there to alert the danger and anger, this is an example that has a more serious tone to it which can be used in both clubs, publicly campaigned and online.

#NOTATURNON
#NOBLURREDLINES

These can also be converted in to gifs when decided and possibly mockup design for a tote bag suiting the correspondent audiences and feedback from one of them, as it is message already given without being too direct. Totebags are a very popular and effective way of advertising in this area, so this would work brilliantly in getting the message to those in places that catcalling occurs.

FEEDBACK

-cmyk colours can be useful and effective also applying to younger club audience to use if not happy with 'acid house' style colours. although i dislike this poster, everyone from feedback thinks it works well and reminds them of rave posters/acid house posters that will catch eyes of drunk people in places like call lane/pryzym etc
-consider distribution plan of tote bags. freshers fairs/student unions all over the country
-for tagline for totebags, to be non provoking, use hashtag noblurredlines in reference to the song, and design can be lines going downward blurring-from this create a logo perhaps

-can be applied to toilet doors,urinals,buses-distribute many places as possible as a collection
-works for clubs as visual imagery will often be ignored by intoxicated people, the large bold words will catch their eye more like a warning sign

First visual developments and feedback

using a typeface without any fancy flairs and that allows the poster to contain all the letters in a clear and direct way maximises impact and importance of the emotive language. having all capitals also expresses the unrest and anger of those harassed and gives them a voice.
the words were taken from the survey I conducted which by asking certain questions this gave so many descriptive words of how it made the victims feel being harassed.I chose to use the word harassed instead of catcalled as it is taken more seriously and is understood to be more than just shouted at.
written in a list implies the words meant to make people squirm, like a never ending list and make the public as well realise that it isn't an issue to be ignored and to be taken seriously as this is how people feel from it.

on the example billboard, still using these emotive words along with relation to loved ones as a combination is used to make possible harassers think twice about how they interact with the public. using simple line art to express different situations makes the information being taken in more digestible and not as harrowing as using different visuals.
within the tagline I was sure to use the word 'educate' as from the survey this is what was suggested was needed more. the tag itself is in reference to the blurred lines song that caused a lot of controversy, and within the demographic of twitter being those on social media who are more likely to be aware of that controversy the hashtag can be used to raise awareness fitting the right target audience.

Feedback 

-Busy arrangement of words is hard on the eyes but works if it is justified as being in your face like the harassers. if not maybe split the words up to make more posters.

-typeface is bold and in your face

-the words capture attention and having the final point in red is effective and represents danger they are in

-experiment more with line drawings/symbols used. minimal approach is appropriate, but try more such as exclamation marks using the words in the first posters to alert the viewer and emphasise the problem.
-it is good to use the words from the survey
-use quotes from the survey within the campaign to make it even more hard hitting and provoke empathy from the public
-consider the audience of feedback received in the survey and make the campaign on social media also as it is an issue amongst younger people who are being harassed and catcalled. this also will educate prolonging the message hopefully eradicating the issue present to future generations.
-promote the campaign through well known student clubs in Leeds such as Pryzm which has had issues of harassment and assault recently. Doing this alongside the public campaign means awareness can be raised to potential harassers and those not perhaps educated or knowing their advances aren't appreciated, as well as raising awareness and a voice for students/young people from my survey.
-using neon colours for a younger audience would make the campaign hard to ignore

Within this it was also raised that creating the campaign for social media would be more useful than a leaflet which is easy to ignore- with this I could try and create a GIF going through all of the words as there are so many for that opportunity and the bombardment of them will represent how those catcalled feel.

Existing anti-catcalling/harssment design

'GIRLS AGAINST CAT CALLING started as my own personal response to street harassment. Inspired by such movements as "YES ALL WOMEN" and slutwalk. my aim is to teach young girls (and everyone else for that matter) through science, design and philosophy that catcalling and other street harassment is unproductive and offensive. Originally titled as project "WOLVES DON'T COME WHEN CALLED" I back up my designs with credible evidence to make my argument against cat calling solid. 'http://cargocollective.com/foie/Girls-Against-Cat-Calling

'Last year, a 10-minute video of a woman taking a casual walk through New York only to receive tons of catcalls and passes from random men went viral and set off a storm of dialogue and debate. The visual project was inspired largely by the work of artist and street activist Tatyana Fazlalizadeh’s “Stop Telling Women to Smile” campaign, which has been used to combat the culture of street harassment of women.'This street artist took to the streets of a city in Mexico with her street art. with the aim to challenge people to see something that’s often brushed off as an everyday occurrence as a problem that needs to be resolved. Placing visual language like this, in the direct and strong style is a way for the issue to not be ignored by passers by and empathise with each character used which is a very powerful method in a place with such troubles. For my design decisions to be appropriate for cities like Leeds, listening to survey feedback and knowing the locations and situations females face catcalling harassment is essential in knowing wether it will can be street art to education. The style of these are very powerful and inspiring and leave no but's for the public, however with my designs need to have more context added as unfortunately the issue of catcalling is easily ignored.The design is appropriate for Mexico city with the enormity of street gropings and the rape epidemic making reltable females of the city and being in public spaces hard to ignore in the type of landscape they are in in Mexico city. If using characters, they have to be relatable to the area and reach in to the emotional conscience of those who are causing the problems.
http://oogeewoogee.com/tatyana-fazlalizadeh-sets-out-to-combat-cat-calling-in-mexico/

https://bitchmedia.org/post/sometimes-street-harassment-isnt-just-annoying%E2%80%94its-illegal

The video mentioned previously is a viral video of harassment on NYC streets to give an honest and quite shocking account of the amount of comments a woman minding her own business receives to open eyes to those who do not see it as an issue. Although this seems very extreme in my experience, it shows the importance of the issue, and starting in the UK and educating people can have a snowball effect and can add on to awareness being created all over the world on the issue where there are more extremities. Through my research I can be non bias and understand the feelings and concerns of those who get cat called locally (posted on two Leeds student group pages, as well as own facebook which is a combination of Leeds/Manchester/other student cities)

Done in a non offensive, charming style supporting the cause to end catcalling. Although I would personally wear this kind of style, the audience it targets is limiting.

These impactful minimal poster campaigns are perfect in showing where the line actually is between normal and derogatory language focusing on. The black and white can also be in reference to how simple it is to understand where not to draw the line and the contrast makes the message more dramatic.

This is straight to the point and the symbolism of the hand pushing it away really emphasises the message, meaning I need to consider what I can add to the campaign as well as just words.