CoP: Evaulation

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

In this module one of the skills I have developed is research. I have been able to use a wide range of sources for my dissertation and practical to get a greater understanding of Ikea's brand and also theories. The research I have found in the past hasn't always been relevant or focused whereas this year I was able to filter down sources to find direct things I was looking for. I used the advice given by the library in a lecture to do this. This included checking the index in books for key words, doing a detailed search on the database and going beyond our libraries sources. Due to a more focused approach I got more relevant research to my title and a wider range of different types of research which really helped expand my knowledge on the topic. Another skill that stemmed from this was evaluating and understanding my research. As I had a clear view on the subject and the theory that applied to what I was asking I could strategically critic in my written piece with a clear vision and aim of what I wanted to say. This skill was enhanced by weekly sessions with a dyslexic tutor and therefore I could apply it more effectively with the guidance. This again led to another new skill, it helped me gain synergy between theory and practice. As I had extensive focussed research and knowledge on the topic I was able to create an advertising campaign that was both appropriate commercially and theoretically. This is demonstrated in the practical element as on a front basis it works directly as an advertising campaign which works an extension to it's already existing one but also has consumerism and identity theory applied in which how it works to attract customers. The concept has used the tactics ikea use to sell the idea of home found in my essay through using a narrative, persona and swedish identity.

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

My approach of method in this module is completely different to how I have approached it in the past. After looking into advertising campaigns I found a very useful system in which to approach a concept. This led me to create a concept strategy table where I broke down the various ways in which I could promote Ikea through pinpointing different selling points. By thinking in this way I was able to really focus my concepts to say a particular thing, making it much stronger and direct. This has really informed my development process as it's given me a clear process to follow to narrow the direction of my concepts. The other approach that has developed is the art direction I have took to produce this campaign. Normally it would be a digitally created visual but this time I used initiative to go outside my comfort zone to use photography. This was appropriate to the brand as they always use photographic imagery in there advertising and printed material due to the nature of the products. It was important therefore to maintain this as the style so it worked for the brand. I conducted my own photo shoots which was a whole new experience and way of working which I enjoyed as it expanded my practice to new methods. This new approach had synergy with my future aspirations in my practice as I look to try lots of different media in creating imagery for my ideas and want to focus more on art direction. This has informed my design development process as I now no the things involved in planning out a shoot, how timing and organisation is key in getting the right shot whilst you have everything in place and positioning is key to clear communication of the message.

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

Due to the new skills and methods I have learnt through this module my main skill has been synergy between theory and practice. Due to my focussed research methods and application to conceptual designs through the use of photography my theory and practical elements compliment each other. My essay informs my decisions in the practical piece and in return the practical demonstrates the theories being discussed in the written element. This has meant I have been able to capitalise on this throughout the progress of the two different parts, as they have helped influence each other and caused development in discussion and design. Another strength is the approach to the ad campaign as it was a difficult brand to manufacture a concept for that was practically possible. The brands focus is usually on large narrative set ups showing big pieces of furniture. This wasn't a realistic approach for me to go down so I had to think of a way in which I could still show there consumer message and tactics and it still be appropriate to the brands campaign and company. I capitalised on the primary research I undertook and came up with an idea that worked. Now in the future I no that by going an experiencing the brand could help bring new idea generation. By using my research I can strengthen my concepts and come up with innovative ideas.


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

The weakness identified in this piece of work is the photography. As it was a new method of production I was trying I didn't have much experience in using a camera professionally or applying the correct settings for the type of lighting I had. This caused limitations in the appearance of my images and meant there was probably a lot more time spent than what would of been if I had more knowledge of what I was doing. Another weakness was then the editing of photos. I have very little knowledge of photoshop due to most of my other work using different software and not involving photos. This meant that my editing capabilities where then limited and issues with the photos from the lack of camera knowledge couldn't be reworked as much as they potentially could of. To address this in the future I will either ask for help from the tech team at the college for photography and software or I will collaborate with people who's skills lie in the different fields rather than attempting to do it all myself and concentrate on my skills, utilising there experience.


Identify 5 things that you will do differently next time and what do you expect to gain from these?
1. Organised to photograph at home before and then pre booked lighting equipment - this will mean my photographs will be a better quality
2. Test print my final boards before the professional print - I can see how the layout overlay each other and colours come out on the different stocks
3. Push the campaign further - stronger and more development applications
4. Ask advice on software and cameras - gain a better understanding of the equipments tools and options
5. I would plan out and organise my practical and written elements really thinking through the time it'll take to undertake different tasks - a schedule will mean that if things were to go wrong I would have more time to rectify the issues

Attendance - 5
Punctuality - 5
Motivation - 3
Commitment - 3
Quantity or work produced - 4
Quality of work produced - 3
Contribution to the group - 4

CoP: Practical Printing Problems

During the printing process I had issues. I printed on watercolour for the large scale pitch boards however these altered the colouring of the photographs. If I had the resources and funds to do this again I would chose a matt stock to give a better quality colouring. 

I also produced a small scale version in A4 for the client to keep and go through with the person presenting, getting a closer look at the images.

I wanted to print this on white card but unfortunately it was to thick to print on and led to the end jamming in the rollers as well as the ink fading.

To correct this I tried cartridge paper but this printed the image blotchy.

To get the best quality print I then resorted to using inkjet paper for the A4 print booklet. This gave the correct colouring of the photographs giving a better representation of the campaign.

CoP: Practical Piece

Final Practical Piece

For my practical piece I have presented my ad campaign as pitch boards. This is an appropriate format for my piece as ad campaigns would be pitched to the client by the advertising company. As Ikea's advertising has recently been taken over by Mother this could be them pitching the expansion of there already strong advertising campaign. They would suggest to Ikea to expand there campaign to market different aspects of the product range than the large furniture to the smaller products in the Market-hall. This would show there audience that they can buy practically anything for the home at Ikea as well as style there home. This campaign is a new direction for Ikea's advertising with an entirely different focus than usual.

The presentation would more than likely be given digitally in the current day but it is good practice to always have a back up in a hard copy. Therefore I have the digital version above and a printed version below. I chose to alternate the boards with trace and paper overlaying the information on the images. This gives key titles to each section of the presentation before revealing the image much like a powerpoint would use slides to break things up.

The pitch boards would be placed on a display board as used in presentations.

The sheets would act as flip charts, going through the break down of the campaign section by section explaining how it works.

CoP: Practical in Context

For the hand in of my practical piece I wanted to show the campaign in it's context therefore I applied the images to the appropriate media. This shows how the ad campaign would be used realistically in the environment as well how it can work across different advertising platforms. 

CoP: Practical Development

During the photoshoots I tried comparing the two images next to each other as the images will follow each other. You can see from these in contrast to the chosen images how they didn't work well due to the different factors such as tone, layout, items etc.

After much time photographing numerous variations I selected my final images for the ad campaign. I edited them slightly to make the two images have the same tone and lighting.

Once I had prepared the images I could apply text and branding to make them into a campaign.

On the first image the copy consists of the name of the persona/s and items are surrounded by a dotted line. The second image contains the product name, description and price displayed next to the product like Ikea's usual branding and is surrounded by a dotted outline. This draws the connection between the initial chaotic items and the condensed organised items with the Ikea product being used.  The second image also contains the tag line that runs throughout the whole campaign tying them all together.

Due to the structure of the female personas image it was more relevant to be applied to the context of the catalogue. This extends the campaign to different formats and media.

I wanted the two images to follow on from each rather than appear on the same double page spread. Therefore I mocked up an example page of the catalogue using my own imagery that acts as an experience set up. I mimicked Ikea's catalogue styling to make it as authentic as possible.

I tried both colour and black and white imagery.

For the first image I thought of adding an image of the persona as Ikea often use images of actual people for there campaigns. This can be seen from the images of the designers in store and the people who appear in there photographs.

It was hard to find the right image but I experimented with a few to see which fitted best.

I first tried the title page which features in there latest catalogue with the image cropped like a short profile on my first image.

I decided atheistically this didn't look as good as I had hoped as it made the page crowded and lost  the focus therefore I split the two. The double page spread now consisted the image of the persona taking up a whole page and taking on the atheistic of the title pages they have running throughout. I did a dotted line around the person to tie it in with the concept and style of the campaign as well as making it clear that it's referring to the person. I also used the name details and age to adapt the usual product name, description and price into a persona.

This follows Ikea's brand identity as well as showing the theory of peoples identity being made up of there belongings. By using the product styling of copy for the information of the personas profile it shows how people are objectified by consumerism and the brands that they buy are a reflection to others of there identity. 

CoP: Practical Development

In order to fulfil this brief I art directed and photographed the shoot at home where I had access to the correct surfaces and resources. Although this did also create limitations and problems.

The Family

I started out with the family narrative of baking. I collected baking ingredients for cupcakes and appropriate instruments used in the making and decorating of the cakes. I then laid these out in a grid like format on kitchen side tiles as this background reinforce the kitchen baking experience.

It was difficult to get the correct lighting across the whole image due to the lack of resources outside of a photographic studio. I also tried editing (see first image) to see if I could improve on the tones and atheistic of the image.

As this wasn't working, I attempted to rearrange the objects to create a more solid grid layout.

After deliberation and lots of development I decided there were two things wrong with this initial concept.
1. The surface behind was to distracting and made it hard to see the individual elements. Also as it had a grid itself it was hard to apply a separate grid on top.
2. There was miss of styles and colours which also made the objects not work so well together

 In order to fix this I changed the background to wood which is another typical surface for baking and slightly altered the items to fall under a neutral colour scheme of browns, creams and red.

 I also tried rearrangements of this. I took out the branding of the initial image (shown in the flour) and used an alternative unknown brand so the products remain blank.

I struggled with the scales in this arrangement. When something was placed on the scales because it being at a much higher level then the rest of the items it appeared at a much larger scale and effected the grid. I tried various different bowls, items on the scales and rearranging it's placement but none where working in particular for me. Therefore I made the decision to remove the scales as the levelling ruined the grid layout.

For the second image I baked cupcakes myself using the Ikea product. I then originally around these on a tray on the original surface.

 Again this didn't work for me due to its busy grid nature so I changed the surface to a white table cloth. I was trying to display the cupcakes as if they were being laid out to eat once baked.

 I tried various camera settings to try and improve on the lighting problems I was having. I decided that using the flash on the camera, although focusing the image, was to stark and it wasn't as ambient as the regular lighting.

 I decided to go with my original idea and lay the cupcakes out in a grid and on the same background as the first image of the advert. This instantly helped create a unity between the two images and helped show the transformation of the products from one image to the next.

 The ambient lighting helped demonstrate the warm atmosphere of the family narrative.

For the final second image I decided to space out the cupcakes further so it appeared more simplified and less compact demonstrating how Ikea make life more simple and spacious.

The Couple

I experimented with various surfaces for the couples images. I tried to think of the most relevant area in which people would leave these items in a hallway. Most items of furniture would be a chair or a table side.

 The chair was way to limiting to create any kind of layout which made it extremely different to the appearance of the rest of the campaign.

 I wanted to try and keep different surfaces for each persona. The dark wood I felt would work better for the single male so I tried an alternative wood surface which was more battered and marked much like a more used item of furniture. I tried to choose items that were both male and female, showing the two different people in the narrative. I also chose items that normally get chucked down and don't really have a place to demonstrate the useful purpose of the product.

 I then applied these items more organised to the Ikea product adding an addition product in the plant which Ikea also sell. By using two products for each it shows how the male and female have been joined together. The message from washing up has also transferred to a more kind message of meeting for dinner. This represents how the relationship has now improved from the purchasing of Ikea items.

 I also tried different lighting for this shoot. It was hard as the locations for the before and after where in different places and so the natural and artificial light varied.

I was unhappy with the first image surface and items so I decided to try and improve on this. I added more products to show the contrast in the male and female personas.

 Again I felt the female seemed very young in the items and the male seemed older. When together in contrast it showed a massive age gap.

I reworked the items to seem more sophisticated and mature such as lip balm turning into lipstick and the magazine turning into lookbook for home interior and swatches (relevant to the narrative of moving in together). I also added in items such as discount post flyers for a pet (another common thing for couples living together), post it notes and business cards.

 This worked a lot better and best represented the right personas for the narrative.

Due to the change I then rephotographed the second image with the new items. I also added wine to the shopping list, defiantly appropriate to the age range.

The Female

To imitate a bathroom I used tiling for the background. I organised the items into the squares by use such as nail varnishes in one, lipsticks in another.

 I then gridded these items outside of the Ikea product.

 This wasn't working again so I changed the background to wood hoping it would give a more plain surface as there's a lot to focus on. Changing the surface from a bathroom to a dressing table.

 I tried using an alternative wood so all the campaigns didn't have the same surface. I also changed the products inside to make it appear more full.

 For the first image I only selected a few of the products to lay out as the original image was very busy and hard to focus. This I felt worked very well especially as I formed a square grid like the storage tray.

 However I realised that it didn't work because the idea was that the persona needs to be organised by the Ikea product and it seemed more organised before. This led me to creating a more unstructured grid of items and adding more items to make it more busy.

After much deliberation I decided that the initial image worked best and in order to make this work I needed to photograph the second image with only those items so it didn't transfer to an unorganised persona with a more complicated life. This second image now shows how each product has a place for it through the product.

The Male

For the male I used the mahogany wood to show the more business aspect of the narrative. I lay out all the gadget items and wrapped the wires.

 This then was transferred to them being hidden in the cable tidy box.

 However although both images looked good it didn't really show how the cable tidy was that much of an advantage.

 Therefore I redid the shoot adding more items and having the wires out and exposed. Certain additional items, such as the lamp, also help show the office side to the persona rather than just a general desk. I kept the cultures natural again using browns, white and greys to create a unity in the items.

This then made much more a difference when transferred into the cable tidy.