Design for AdvertisingDeveloping, producing and evaluating

Could produce an energy drink aimed at young males

Could produce a non sparkling natural energy drink that contains fruit pulp and real fruit juice

Could produce a sports drink aimed at health conscious people e.g. better-ade

Could create an advertising campaign which targets the extreme sports niche

Could create an energy drink brand with exotic flavours; make use of bright colours etc.

Could create a brand with a name that suggests power, ability or motion e.gdash energy, power potion, ruthless rush, nitrous oxade, fountain of youth juice etc.

Could create a sports drink aimed at a specific sport

Could use an animal to connote speed/power e.g. eagle energy, raptor rush

Could produce a drink that contains natural sources of energy

Initial Ideas

Mind map(s)

Raptor rush

Exotic flavours

guava

Passion fruit

Blood orangepineapple

watermelon

Colourscheme

Lime green

Blood red

Vibrant colours

Target market

Extreme sport

Males

Target audience

Ages 16-30

Dance music

Logo

Festival endorsement

on a skateboard

Streaks to show speed

A raptor

running

mango

banana

Skateboarding

Natural energy drink

Target market

Colourscheme

Logo

flavours

Real fruit juice

Fruit pulp

Matte colouring/

texture

green

red

blue

orangeblack

Ages 16-35

Health conscious people

Predominantly male but female also

ingredients

Naturally sourced caffeine Agave nectar

Unrefined sugar

banana

Could be some sort of tree with roots to

represent nature

kiwistrawberry

apple lemon

blueberry

Mood board(s)

Copy/Script development

Product name ideas:

Raptor Rush©- Raptors are fast and energetic and the word raptor is quite

aggressive. Rush obviously carries connotations of speed and urgency.

Additionally both words begin with the letter ‘R’ which is alliteration, which

attracts the reader and is easy to pronounce and recognize.

Potential taglines:

Replenish your rave™- connotes energy and ties in with dance music

Heart palpitations in a can™- truthhh

Font/Colour Scheme development

Colour scheme:

I will make use of bright colours in order to catch the viewers eye. This

also suits my target audience of young males, as they are more likely to

like or be attracted by bright colours. The colour of the can will also

directly relate to the flavour of that particular variation, for example,

pineapple would be yellow, watermelon would be green/red, guava would

be pink etc.

Could use contrasting colour for the logo which could vary depending on

the flavour, instead of having a set colour. I would also have a set of

house colours which the logo would be featured in for things such as

advertising.

Product packaging development

Product packaging development

Product packaging development

Task 6: Advert Development

For my first magazine advert design I chose to have the logo and brand name as the main focal point. I did this so that the reader immediately identifies the brand, and even if they do not pay attention to the advert subconsciously they will have registered it in their mind and if they see the product or another advert it may make them choose this product over another. At the top of the page is the slogan which goes hand-in-hand with the brand name and leads on to it nicely. I also make use of alliteration which adds to the overall effectiveness of the advert.I then added social media and website URL’s so that people can find out more about the product if they wish to. I then added blank cans which I will replace with my can designs once they are complete. Furthermore I went onto the facebook brand website and downloaded a pack containing logos and got the ‘find us on facebook’ image. I did the same with twitter and got the blue twitter bird. The reason for doing this is to back up the website URL’s and encourage viewers to take a look at the websites which is done through the use of recognition of the social media logos.I also rearranged the text slightly in order to allow room for enlargement of the logo, as before there was a lot of empty space which is undesirable due to making the advert look less interesting. It is also important to make use of the space you have paid for when designing a magazine advert.Finally I got a reptile scale sort of texture from the internet and put that over the black background. I then reduced the opacity in order for the background to appear to have a ‘scaly’ texture. I did this because it directly links with the name of the product and also suits the target audience.There is minimal text on the advert due to the fact that the target audience (males ages 16-28) are likely to be pushed away by large amounts of text and may not pay as much attention to the advert. It is also due to the fact that people would most likely not look at it for long as they would be flicking through the magazine and large amounts of text would distract them from the more important information, reducing the overall effectiveness of the advert.In order to improve my advert I could experiment with different colours and fonts as well as experimenting with different approaches in terms of layout. I could also try to target a more specific target audience through the use of a common interest such as music.

Task 6: Final Advert

Task 6: Advert Evaluation

For the colour scheme I went with a dark background because it would suit the audience and is included in the house

colours. I also used green because it links with the raptor as you would generally assume they had green skin. For the text I

used a grey in order for it to still be easily legible without looking strange with the dark textured background and it is also

one of my products house colours.

For the background I decided to go for a textured reptile scale sort of effect in order to make the advert to appear more

interesting and to make blank aspects of the advert less plain. It also directly relates to the name of the product and the

logo, as well as appealing to the target audience of young males.

The main feature of my advert is the large logo. The reason for this is that realistically the application for this advert is

magazines and people will likely flick through it and only be exposed to the advert briefly. Due to this I need the important

information to stand out and be the thing that will register in peoples brains. It may even work in a subliminal way in the way

that they may not consciously register the advert in their mind but when looking in the store at the energy drinks it may make

the difference as to whether they buy my product or someone else's.

The logo itself features the name of the product in order to help brand recognition. The font which is used is very masculine

and fits in well with the target audience. The logo features tear marks which are insinuated as being made by a raptor. The

raptor claw tear is actually broken up to give a more interesting and effective appearance.

There are opportunities to develop my work further in the way that I could enhance the overall appearance of the advert

through further work and altering little parts of the advert. An example of something I could do would be to create the font for

the text part of the logo from scratch in order to produce a completely stylized logo which is more interesting and looks more

professional.

In terms of whether my final piece is fit for its purpose I would say it is. This is due to the fact it gets across key information

to the reader such as the brand name and logo, which adds to the whole aspect of brand recognition. It also provides

consumers with links to social media and websites in order to allow the reader find more out about the product.

There were certain aspects of the planning and development which worked well and some which I feel could have been

done better. I think in terms of the text and font development area I managed to handle that subject quite well. I sampled

many different fonts and colour schemes in order to get the desired outcome. Something I think that could have done with

more work is experimenting with more backgrounds as well as different colours and textures. My background is textured and

it just happened to work with my colours and fonts. I did not plan for this and it could have caused some problems if it where

not to work.

When talking about how or whether the development stages effected the final product I would say they definitely did. It was

through these development stages how I learned which aspects worked and which maybe needed altering to produce the

greatest effect. It also showed me in terms of positioning what parts should go where

Task 7: Product Development

In this design I decided to follow on from the magazine advert and use the textured reptile scale effect. The reason I did this is to make the overall appearance of the can seem more interesting, as well as fitting in with the product name and target audience. It also carries connotations of power and masculinity.

In order to achieve this effect I placed an image of a suitable sort of reptile scale and placed it over the background. I then reduced the opacity and added two black rectangles which represent the main and secondary panels and put them behind the transparent reptile scale layer.

Next I began adding different aspects such as the logo, which is the main feature of the can. As well as things such as the slogan, general information such as the flavour and the fact that it is an energy enhancement drink. I then added a banner along the top which features the price which appears in the green house colour.

I decided to flip the text in the logo sideways so that it goes down the length of the can because after experimentation and deliberation I decided it was superior in terms of its aesthetic appeal. And made the design look more balanced.

Task 7: Product Development

Next I copied the main panel to the secondary panel as they are identical. I then focused on the smaller ‘information’ panel. Firstly I added a black overlay so that the text would be easily legible. Then I added an ingredients list and barcode. I put a box around the ingredients list so as to make it appear more professional and to separate it from other information which may be located in close proximity to it. For the barcode I decided it would be most suitable for it to be featured at the bottom in order for it not to obstruct other potential pieces of information which may be more important to the consumer.

Next I added the ‘traffic light’ nutrition system which is in use in the UK and can be found on a huge number of products. It allows the consumer to easily see what the contents of the product is in terms of things like calories, sugar, salt, fat etc. and the colours indicate how healthy something is in comparison with the average GDA (guideline daily amount). It also states what percentage of something is in terms of their GDA. It is very useful as the consumer can see at a glance what sort of product it is in terms of health, and whether it will be suitable for their diet.

Furthermore I added a warning label advising people on who is safe to consume the product it says; ‘Caution: Not suitable for diabetics, pregnant people, children or people sensitive to caffeine. Ask your doctor for advice if you are taking medications. High caffeine content.’ the reason I did this is because when I conducted research into the energy drink sector of the market I saw that in the UK all of the energy drinks had warnings and when I looked further it appeared that it was the law that they must state any potential dangers.

Task 7: Product Development

In order to further develop my product I decided to produce a different flavoured version of it. I decided to go for blood orange as it was a flavour I had in mind from the beginning. This is due to the fact that it is interesting and not very common. It also fits in quite well with the product and the target audience because of the word blood.

I decided to follow the other can design and alter the colour scheme to suit the flavour of the product. This is because in reality when you see different flavoured versions of the same product it is generally the same layout with a different colour scheme and maybe different design aspects like images of the fruit which flavour it is.

The main colour which is featured on the product is red because that is the main colour associated with a blood orange. On a blood orange the outside is orange but the inside is red. I chose to present some of the text in orange rather than the grey house colour, to further reinforce the idea behind this product. Furthermore the banner at the top with the price has alternating red and orange text.

I also made a passion fruit flavoured version but instead of changing the background colours I changed the colour of the logo. I used purple and orange because that is the colour of the fruit. Like the other design I also changed the colour of the text so that it suited the flavour.

Task 7: Final Packaging

Task 7: Packaging Evaluation

For my final can design instead of using a block colour for the background I used the textured reptile scale pattern

which was also used in my magazine advert. I did this because I think it works really well in the way it makes the

overall design appear to be a lot more interesting and will catch your eye compared to a version with block colours.

I also think it is great in the way that it directly relates to the name of the product and the logo. It creates a flow

throughout the design meaning everything fits together in harmony and it is little things like this which may put your

product above another meaning you will gain more sales. It also makes the product feel of superior quality which is

a huge factor as to whether someone buys your product or the next. If you look at a lot of energy drinks on the

market they go for the more basic, minimalistic approach for their own reasons but when taking into account the

target audience for my product I believe my design is more suiting and appealing to them than a more basic

design.

Additionally the logo features tear marks, which are insinuated as being made by a raptor, appear to be cracked or

have veins in them. This just backs up the whole idea around the product by carrying connotations of power and

energy and goes with the whole intricate approach as opposed to a more simple approach.

At to top of the can is a banner which features the price of the product. This allows to consumer to easily identify

how much the product is in comparison to other products, allowing them to make an informed decision.

On the information section of the can there is a warning label which reads “Caution: Not suitable for diabetics,

pregnant people, children or people sensitive to caffeine. Ask your doctor for advice if you are taking any

medications. High caffeine content” the reason I added this is because when conducting research into existing

product I saw that the vast majority (if not all) of them had similar warning and when I looked further into this

aspect I found that legally you must state it has a high caffeine content. And in order to legally protect the product

and company I thought it would be best to add this bit of information so you will not be held liable for negligence or

for failing in your duty of care over the customer/consumer.

Also present on the information panel is the list of ingredients. Furthermore there is a ‘traffic light’ nutrition system

which is in use in the United Kingdom and is hugely useful in helping the consumer identify how healthy a product

is or how suitable it is in comparison with the recommended GDA (Guideline Daily Allowance). It makes use of the

colours Green, Amber and Red. With Green meaning it is not a large portion of your GDA and not too unhealthy if

consumed within reason, Amber meaning it is ok occasionally, and Red meaning it should not be consumed often

because it is a significant amount of your GDA. The system is split up into different section so you can see what

aspects are healthy and which might not be so healthy. This is important because something might not have many

calories but may contain a large portion of you GDA of salt. It is often split into energy/calories, salt, sugar, fat and

saturates.

Task 7: Packaging Evaluation

In terms of how I could further develop my product I could add a descriptive section which explains the benefits of

the drink and attempts to persuade the consumer about how it is a superior product. I found this to be quite

common for some of the energy drinks I looked at, as it breaks up the design a bit and makes the product more

interesting. Another thing I could do is to remove the banner saying only £1.00 at the top, because I am marketing

this product as a premium product and the price needs to reflect this. People may not choose this product

because they think that it is cheap. Another thing I could do with different flavours would be to add different

textures or maybe even different animal prints for the different flavours. This would help brand recognition and

make it easier to distinguish between different variations.

I would say that my final pieces are fit for their purpose. Its purpose is to attract a young male target audience and

I think it does this effectively through the use of the design itself as well as the product name, slogan, logo etc.

Also the different flavour variations will appeal to the target audience due to the fact they are quite exotic and not

‘traditional’ or common fruits. Recently their has been a lot more exotic fruit flavoured drinks appearing on the

market and I think it would be beneficial to take advantage of this and get in on the action so to say.

In terms of planning and development I would say that the areas that worked well would be the development of

the text. The reason I think this went well is due to the fact I found several suitable fonts and I tested them in

different sizes in order to see whether they would be suitable for different aspects of the design of the product and

advert. I also tested the fonts on different coloured backgrounds in order to see how legible they would be and I

then took this further by showing different coloured versions of the font on both black and white backgrounds to

distinguish which would be most effective for what sort of applications. I also think I produced a good mood board

which covered many different products as well a a huge range of different types. This allowed me to generate a lot

of potential ideas.

Something that could have done more work could be initial product packaging development. In order to improve it

I could have drawn up some rough sketches of ideas I had in order to show different approaches and how they

developed as well as which ones I didn’t develop and why. Although I did produce a couple of mood boards

exploring different potential ideas I think that it would have been beneficial to produce a more detailed one of the

idea which I chose to take forward. This would allow me to present my different trains of thought and show

development of ideas.

Task 7: Packaging Evaluation

The development stages of the project had a huge impact on the final product. The final product was initially

created through the development stages and they ultimately shaped the product to be what it is. It is through the

development stages where you see what aspects work well and what do not work as well, which basically decide

how effective your product is going to be. It also gives insight into what you can do to make your product even

better. Without the development stages I would not have been able to choose a font which is as good as it is or

develop a logo which is as good. Without the development stages the final product would look very amateur and this would push away potential customers.

Task 8: Web Banner Development

For my web banner is chose to put the logo at the top

of the banner. I did this so that it was the first thing you

would see if you looked at it, so even if you didn’t pay

attention to it you would still register it in your head.

Directly below the logo is a image of the product itself.

It shows the can and this helps brand recognition as

they may see it in a store a recognize it because of

this web banner.

The next thing you see if the slogan “replenish your

rave” this helps attract the target audience and links in

with the dance music scene, which is a target market

for this product.

I decided to play around with different textures in the

background. They are all scales or reptile skin of some

sort. The reason I did this I due to the fact that the

product is called Raptor Rush and it directly links in to

this as well as making the web banner more

interesting than using block colours.

I then applied what is known as a vignette to make the

edges darker and improve the overall effectiveness in

terms of aesthetics. It adds a mysterious feel to the

web banner and makes it look a lot more professional.

Task 8: Web Banner Development

What I did next was to develop the banner into an

animated .gif. This means that aspects of the web

banner move or are animated. Doing this will draw

the readers attention to the banner as well as

making it look a lot more professional.

I decided to have it so that it appears that the tear

mark logo appears to be torn whilst you are looking

at it. The way I did this is by breaking up the logo

into segments using the layer via cut tool. I then hid

the appropriate segments so that it looks like the

claw marks are being torn from the top to the

bottom.

Additionally I decided that it would be desirable to

have it so that the text appears to be typed out as

you look at it. To do this I had to rasterize the text

and they turn each character into its own layer. The

way I did this is through the use of the ‘layer via cut’

tool. I then had to go through hiding the appropriate

layers in the right order so that the text looks like it is

being types out.

I also made it so that the can moves into the frame

from the left, so at first you cannot see the can but

then as the .gif goes on it becomes visible. I did this

by slightly adjusting the position of the can

throughout different frames, like a stop motion picture

Task 8: Final Web Banner

Task 8: Web Banner Evaluation

For my web banner I decided to follow my products house style of using the reptile skin texture as the

background. The reason I did this is because it is one of the main features of my product, this is due to the fact

that it ties in with the name of the product and makes it more appealing in general. Another reason is due to brand

recognition. Using the textures will make the product much more easy to identify and they will be hugely important

in the marketing campaign as it is on of the main aspects of the design. For my web banner I decided to make

use of a slightly different type of texture that was more uniform. The reason I did this is to make it more interesting

than using the same texture every time and the results were good. I experimented with several different textures

and managed to get two that I really liked.

In terms of colour I decided to go with a darker approach. I did this due to the nature of the product and the target

audience, as well as the house style which I have been following throughout the project. I also feel that it makes

the product appearance look more professional and less tacky and cheap.

I applied a vignette because I thought it would suit the web banner and it would back up the house style further. I

was really happy with how this turned out because it had a huge impact on the overall appearance. I feel that it

made it look a great deal more professional than the versions where it did not have a vignette applied, and with it I

can imagine it being on a website.

The animated bits of the banner are the slogan at the bottom, the can itself and the logo. The logo which is a claw

mark are meant to appear as though they have been torn into the banner as you are watching. The can moves in

from the left and its purpose is to try and catch the readers eye. And then there is the slogan at the bottom, which

appears as though it is getting typed out. All of these things are done to try and draw the reader attention to the

advert, even if it is only subconsciously.

In terms of whether I could further develop my work, I believe I could. I think that, given more time, I could

improve the animation featured in the advert. I would make it so that the claw tear mark appears more smooth

and quickly, so that it look more professional and less glitchy. Furthermore I would like to make the can transition

to be more smooth and maybe have a bit of rotation on it as it comes into view. I would do this by adding many

more frames with less difference between each one.

Another way I could develop my work would be to include different flavours. I could have it so that after the initial

animation it changes colour to showcase other flavours. The different colours may also draw people to look at the advert who may not have noticed the original animation.

Task 8: Web Banner Evaluation

I would say that my final pieces are fit for their purpose. Their purpose is to draw peoples attention to the banner

so that they might recognize the product when they are at the shop and are presented with the option of buying

my product or another, in the hope that they will choose mine. The animation is designed to catch your eye so that

this happens.

When talking about what worked well in the planning and development stages I would say that the thing I think

worked the best was the trial and error period of experimenting with different textures for the background. In doing

this I found what would work well and what would not work as well, and this allowed me to create a better overall

design for the web banner. I also am really happy with the fact that I decided to apply a vignette, because I think

this had a huge impact on the final design appearance.

On the other hand I think that I could have experimented more when I came to the actual layout of the banner. I

could have tried different positioning and played about with what the first thing is that someone would see. For

example I could experimented with having certain bits stand out more through the use of positioning or colour.

The development stages had a huge effect on what my final web banner looked like. This is due to the fact that

everything was thought of in the development stages and the actual production aspect was more just putting the

pieces together and sorting out which bits would be animated, how they would be animated, and then actually making it so they did what they were meant to.

Task 9: Storyboard Development

Task 9: Storyboard Evaluation

My TV advert plan focuses on an extreme sports niche which is skateboarding. The reason I did this is due to the nature of the product (an energy drink) and the nature of the target audience (young males) who are more likely to be interested and be able to relate to an extreme sport such as skateboarding over something else such as running.

Essentially the storyboard consists of a skateboarder who is attempting to perform a grind down a stair set handrail. In the first part of the advert he attempts to do the trick and ends up bailing and falling on the floor.

He then gets up off the floor and gathers himself, and as this is happening a bolt of lightning strikes the ground in front of him, revealing a can of raptor rush. This makes the product appear to be supernatural and powerful.

The next frame shows a close up of the product with rays of light radiating from it in order to suggest its brilliance and power.

The skateboarder then picks up the can of Raptor Rush and drinks it. This gives them the energy boost that he needed and they get back up the stairs and prepares to attempt the trick again.

The skateboarder then attempts the trick again and manages to land it and is obviously happy.

It then cuts to show the magazine advert which I created earlier so that people recognize the brand and know what it is. It also helps subliminally. By this is mean that someone who is not fully paying attention to the advert may see it and subconsciously register it in their brain, which in turn may lead to them choosing this product over another when at the shop buying something

The advert essentially suggests that if you drink this product you will be able to accomplish things which you were previously not able to. It does this by showing the skateboarder unable to do a trick until he is presented with the product. The product is also depicted in an almost supernatural manner in the way that it appears ‘magically’ with a bolt of lightning. The fact that it was a bolt of lightning suggests power and also directly links to the product because lightning is energy

Task 9: Storyboard Evaluation

I think that there are opportunities to further develop my work. By this I mean that I think there is

things I could do to improve the TV advert plan, in order to give the people a better understanding

of how the advert would look on TV. Something I would do is to increase the overall detail of the

advert, things such as details of the environment which the advert would occur and things such as

how the subjects in the advert look, such as clothing. Additionally I could add colour to the advert

to allow people to get a better understanding of the emotion which is involved.

In terms of whether my final piece is fit for its purpose I would say that it is. It is meant to give

someone an idea of what will happen in the TV advert and I would say it does this quite

effectively. It does this through the use of pictures showing the actual content of the advert, which

is accompanied by text to further reiterate what is happening in which parts.

There were some areas of planning and development which could have been done better. I think

that I would have benefited from more consideration into the TV advert plan as I only had a basic

idea which I then developed as I went as through trial and error I chose what was good and what

wasn’t, but I basically made it up as I went, going off an initial idea that I wanted to target an

extreme sports niche due to the nature of the product and the target audience.

When talking about what effect I think the development stages had on my final product I would

say they definitely had a positive effect, this is due to the fact it gave me an initial starting position.

However due to the lack of detail in the development stages this positive effect was not a defining

point in the success of the TV advert plan, it was just a positive factor which helped me get started in the first stages of production.