OUGD201 - Evaluation

What skills have you developed through this module and how effectively do you think you have applied them?  

Throughout this module, I have gained extensive insight into commercial printing. The ‘Top 10’ manual of things you need to know about print allowed me to explore aspects of commercial printing I had never come across. I learnt how to set up an artwork to print in the form of colour management, scale, resolution, preflight and so on.

We had a screen printing workshop in Blenheim and in Vernon street last year but I never put this into practice within my work. However, this project allowed me to explore print processes which I had never fully investigated therefore screen-printing seemed like the perfect choice to experiment with. As I eventually created a packaging consisting of a black substrate, I chose to screen print pearlescent, metallic silver ink. Despite the lengthy process for such a small amount of information, I believe this has been worthwhile and my knowledge in this aspect of print production has vastly improved.

What approaches to/methods of design production have you developed and how have they informed your design development process?  

The concept development phase of this module, in particular for the ‘Good is?’ brief allowed me to explore my concept in more depth in order to devise a story or background to which I would eventually base my project on. In past projects, I have usually delved straight into digital design as opposed to creating a thorough rationale and exploring my concept through all possible aspects – this usually produces a body of work that is not as thought out as it could have been.

The visit to Team Impression provided me with a huge insight into commercial printing. Although I had researched into print processes and production, I hadn’t fully understood the process, limitations and outcomes in which they can produce until this visit. Understanding the limitations of colour, stock and print processes allowed me to create an informed decision as to how I would print my products in industry.

What strengths can you identify in your work and how have/will you capitalise on these?  

Before beginning this course, my work was predominantly advertising and design for web. Through this module however, I have picked up an extortionate amount of new skills which I have adapted to my work. I believe my passion now lies within print due to the tactile nature of printed outcomes and the endless possibilities in which it can produce. I believe my strengths lie within brand identity and packaging as this was most prominent through the ‘Good is’ brief. I believe the simplicity and minimalistic aesthetic of my designs reflects the concept of nostalgia effectively.

What weaknesses can you identify in your work and how will you address these in the future?  

I believe my time management is lacking – I need to prioritise and organise my time effectively to avoid panic and frustration at module hand-in. Through the workshops given to us during the early stages of the design process, I was able to focus more so on concept development and research as opposed to digital design. However, I still did not have a focused concept towards the beginning of the physical design process that ultimately disrupted by design development due to the multiple changes I had to make. I hope to rectify this in future projects by outlining what I will create.  

Identify five things that you will do differently next time and what do you expect to gain from doing these?  

Define my concept early on – Despite the numerous revised rationales, it was nearer towards the end of the project where I had a definitive concept outlined including what I will produce, the story/background behind it and the context of the products.

Define my target audience in advance – Similarly to my concept development, I need to define who I am aiming my product/outcome towards as this may alter the design decisions dramatically. Although I had a fairly clear concept as this was a novelty gift, I originally intended to devise a nostalgia pack catered to everyone – obviously, this was near impossible as everyone has personalised and individual memories and in the progress crit, it was noted I could create a pack based on a particular decade which resulted in a more defined and focused target market (albeit a very diverse one).

When doing to-do lists, stick to them – Now and again, I create to-do lists which although help keep me focused, I rarely abide by them. I need to make sure I am following my progress constantly.

Explore all aspects of print – Although I had experimented with screen-printing and possible foil-blocking, I need to book an induction with letterpress, laser cutting etc as this may prove beneficial in future projects.

OUGD201 - Good is? - Group crit

Comment on the extend to which the research and development of the presented briefs demontrates a significant understanding of the chosen subject matter/problem.

1) Extensive research which has been demonstrated on the blog and a developed understanding of what nostalgia 'means' to people.

2) Large amount of relevant contextual study which is leading to a well crafted project.

Comment on the extent to which the work presented/proposed exploits the practical and conceptual potential of the brief.

1) The pack idea exploits design for print well

2) Lots of work, maybe investigate some colour

Comment on the proposed range of products/deliverables/media/formats to be produced in response to clearly identified problems/briefs

1) Consider promotion as an extension to Design for Print - Point f sales? Poster promoting the concept of nostalgia to make people think

2) Interesting idea, not sure at the moment what sort of environment the pack would be found in.


Additional comments

1) N/A

2) Realistically the project is coming along fine, there are no massively obvious adjustments that need making, keep going in this direction and it should be a good project. Start investigating stock, colour and print finishes.


Action plan

• Which stock, print finishes, colours?
• More visible potential resolutions - What exactly is going inside the box?
• For a bit of extra research, look at 'you nostalgia, you lose' thread on the internet (link provided)

Response

I need to clarify exactly I will create, what will be inside the nostalgia pack and and where the products can be found. In terms of nostalgic medicine, it is unable to be sold as a corporate product/range due to the fictional nature of nostalgia itself - this therefore needs to be a novelty gift with an aspect of humour whilst still promoting the idea that nostalgia can provide a break from reality.

I also need to look at stock considerations, print finishes and begin experimenting with colour. To expand my body of work, I will need to design and experiment more, not just using the computer.

Progress Tutorial

Really pleased with the tutorial with Lorenzo. I was initially worried about my PPD in terms of contacting studios, requesting placements/feedback etc but there will soon be a PPD session dedicated this. I also thought that perhaps my concept was too focused but it was noted that there are many subject matters within this concept that I could research in more depth such as:

• Childhood TV/Films/Music/Gadgets/Toys/Sweets
• Medicines/tablets/creams
• Existing medicinal packaging
• Emotions and how we process them
• The five senses

OUGD201 - Good is? - A different approach

One idea I had been focusing on since my idea generation and the research I collated was to package 'nostalgia' as a medicine using typical conventions of medicinal packaging such as dosage instructions, warnings and so on. Although this was received well in the packaging workshop (here), the group crit a couple of days ago changed my direction slightly.

Through my research, I have briefly looked at how we process senses into emotions (nostalga) found here. The following is a quote from an article I found:

"The olfactory system, the apparatus responsible for our sense of smell, has a pathway in the brain closely associated with the limbic system. The limbic system contains the amygdala and the hippocampus parts of the brain which are closely associated with emotion and memory respectively."

In the group crit, it was brought up that certain smells evoke certain nostalgic memories which is in reference to the quote above. This gave me the idea of creating various test strips (much like perfume test strips) of certain smells. When discussing this idea with Steph, she suggested looking at all of the other senses, too, which focused my idea onto a 'nostalgia pack'.

I therefore want to again, brand 'nostalgia' into an identity which I could apply to a range of promotional materials but focusing moreso on a 'nostalgia pack' containing various items relating to each sense which would stimulate nostalgia in different ways. This could be sold a novelty gift either independently online or as Kirsty suggested in the group crit, a shop such as Urban Outfitters as these tend to sell unusual gifts.

OUGD201 - Good is? - Revised Rationale

Good is...

Nostalgia

Why? 

• Childhood memories represent times when we were free from the responsibilities and anxieties of adulthood
• It is proven to improve mood, self esteem and strengthen social bonds
• It is accessible anywhere
• Provides comfort and familiarity
• It is see as a natural anti-depressant

I intend to

Inform

... a group of

workaholics who have little time to relax

...that

nostalgia provides a break from day-to-day life, can be incited by all our senses and simply makes us happy.

In order to achieve this I will produce...

Product - What is your product?

A nostalgia pack consisting of 5 sections each catered to one our 5 senses

Range - What range of deliverables will you produce/propose

• Brand identity
• Nostalgia pack with 5 individual segments
• Nostalgia medicine
• Flyers/information booklets

Context - define the context in which your products will exist/be viewed

• Independent shops/online as a novelty gift
• Flyers handed out in busy commuter areas such as train stations

OUGD201 - Good is? - Presentation feedback

In groups of six, we presented our concept boards to the others. It was interesting to see how those who had not heard of our chosen good responded to our concepts. Fortunately, the feedback I received was generally positive and directed me well. I began by introducing my concept (good is... the psychological benefits of nostalgia) and showed how I wanted to package and brand nostalgia in an innovative and lighthearted way, despite it not being a physical object.

We pitched out boards in a group and then separated into pairs to crit another persons work in more depth, providing feedback on all stages of concept development and possible actions to take.


Peer feedback

Strengths

New, no competition
- Original
Novelty, personal, individual
Lighthearted

Areas for improvement

Focus on a specific concept idea
- Package nostalgia?
- Novelty gifts?
How to package something fictional?

Additional comments

Look at companies such as Moonpig who provide personal greetings gards. This concept could be adapted to the idea of nostalgia where people can send personalised gifts to their friends/family.
- Specialised, personal
- Individual

Perfume
- Smells
- Fragrance test strips

Urban outfitters
- Novelty gifts
- Quirky and unique


Peer feedback [2]

Comment on the extent to which the initial research and development of the concept demonstrates a significant understanding of the chosen subject matter.

Clear, indepth research shows a strong interest in the chosen subject matter. Lots of strong ideas that can be developed

Very good

Comment on the extent to which the concept proposal exploits the practical and conceptual investigation and application of Design for Print

Packaging nostalgia - the idea allows significant space to investigate packaging and print

Very good

Comment on the proposed range of products to be produced in response to a clearly identified problem

Endless possibilities
Expand your mind

Very good

Additional comments

- Awesome concept
- Identified a gap in the market, because it is direct and specific in what it does and is honest. It is also personal to the buyer, if you were to take the direction discusses in the crit
- Make it work and it will be brilliant

Team Impression Print Visit

OUGD201 - Good is? - Rationale

Good is...

The psychological benefits of nostalgia

Why?

• Childhood memories represent times when we were free from the responsibilities and anxieties of adulthood.
• Improves mood, self esteem and strengthens social bonds
• It is accessible anywhere
• Provides comfort and familiarity
• It simply makes you happy, it is seen as a natural 'anti-depressant'

I intend to...

Inform

... a group of

workaholics who have little time to relax

... that

nostalgia provides a break from reality and instantly lifts our spirits

In order to achieve this I will produce...

Product - What is your product?

Nostalgia itself as a packaged brand applied to a range of products/materials

Range

• Brand identity
• Medicinal packaging

Context

Independent shops/online as a novelty gift

OUGD201 - Good is? - Packaging Feedback

I'm relatively pleased with one of the designs (upright bottle) due to the stock choice and basis behind the concept (packaging optimism/nostalgia as a medicine). The others however, had to be printed on basic 80gsm copy paper in the mac suite as my printer rejected the stock I wanted. The concepts were also not as clear as I hoped.

Im happy with the feedback I received as it was generally positive but as expected, the stock choices were mentioned. They also noted the designs may be too minimalistic which I agree with.

Strengths

Good craftmanship
Good consideration of stock (I think in terms of bottle packaging)
Good text on bottle
Simple and effective use of colour

Areas for improvement

Consistent stocks
Perhaps too minimalist

Additional comments

Really great concept +