Insynct Advertising Campaign
University Project
University Project
Inmy third year of my double bachelor degree (Information Technology/CreativeIndustries) at university, I studied a Visual Communication unit. As anassignment for this subject, I was required to create my own advertisingcampaign for a makeshift product. Using my wishful thinking, I decided on a digital art diary which could (almost) instantly sketch your visual thoughts and imagination on command; more information about the Insynct Audiovisual diary can be found below.
There were 4 elements which were essential tothis assignment: a logo, persuasive advertisement, packaging and instruction sheet. All of these visual elementshad to be designed and composed using Photoshop and Illustrator. In order toaid my design skills, I used my workshop time wisely by completing my tutor’s settutorials (for these software packages) on the in-lab Macintosh computers. Furthermore,I ensured that I received constant feedback from my tutor on my progress for myassignment and wasn’t afraid to ask them clarifying questions about thetutorials.
After finishing this assignment, I was quite happy to receive aCredit mark for all my efforts and now include this work in my professionalportfolio to showcase this experience. By completing this assignment, I havefound that it has fostered a new senseof creativity with my work and has made me eager to continue as a MultimediaDeveloper.
My Moodboard for Insync's Advertising Campaign
About the Insynct Audiovisual Diary
Target Audience
The Insynct Audio-Visual Diary is a devicethat enables a user to record creative imagery or audio directly from theirthoughts; through the use of headphones and brainwave technology. Many of itsfeatures include: direct recording, playback capability, an editing suite, filesharing, Wi-Fi and Bluetooth connectivity.
After completing some market research, itwas apparent that devices like the Insynct Audio-Visual Diary are non-existent. Various inspirations for this device weredrawn from Apple’s iPad, Drawing Tablets and my love for music. Additionally,it was based on a thought that a person’s mind thinks faster than their abilityto note anything down on paper.
Target Audience
University graduates (18-25 year olds) whohave undertaken a visual arts degree or a music degree are the main targetaudience for this device. By using this device, they would be able to gain ahead start into developing their career as creative practitioners. It wouldenable them to keep an up to date portfolio of their work which could be sharedeasily with prospective employers or customers.
Target Type
Target Type
Darius is a 21-year-old Arts student in hisfinal year of university and is constantly on the move because of his part timejob and his involvement in sports. He is passionate about arts, music, videogames, sport and technology in general. Besides studying, working and playingsport, Darius draws in his spare time and wants to open his own art gallerysomeday. In order to keep track of his personal sketches, he always keeps anart portfolio with him but finds it hard to share with others; usually,scanning and emailing is needed if someone wanted to see his work, which Dariusdidn’t have much time for. Furthermore, he sometimes finds it hard toaccurately capture high concept ideas on paper in short amounts of time.
Personality of the Brand, that is Insynct
Personality of the Brand, that is Insynct
In order to appeal to the target audience of , muchthought was given into the personality of this device. Since it would beclassified as a piece of technology, the identity of the product would have tosustain the constant changes which this industry presents. The three mainkeywords which I felt that would encompass Insynct’s purpose and functionalityinclude:
The Brand Logo
Logo influences
Design PrinciplesStyle (Bauhaus)
I decided to call my product Insynct because of it's characteristics; the ability to draw imagery from a user's mind.
Logo influences
Design PrinciplesStyle (Bauhaus)
Bauhaus – aesthetic which relied heavily on the use of shapes to providemeaning. Shapes in this style of work tended to be asymmetrical; the usuallyinvolved the use of circles and rectangles.
Shapes
Circle – rounded edges to represent comfortand protection
Square – represent stability andreliability
The ColourPurple – used to represent thedynamism of the product and give it a sense of sophistication.
Gestalt Theory and Principles
Shapes
Circle – rounded edges to represent comfortand protection
Square – represent stability andreliability
The ColourPurple – used to represent thedynamism of the product and give it a sense of sophistication.
Gestalt Theory and Principles
Figure Ground – The main purplerectangle and the white rectangle are two separate shapes. However, because oftheir composition, it appears as if the entire shape is a figure which a personis able to carry around with them.
Persuasive Ad
Design Principles/Considerations
Design Principles/Considerations
“ReptilianHot Button” – Gives the viewer the feeling offreedom and escape by using the words, “Think Paradise”. All they have to do isthink of something and they would be able to see it before them. Insynct’s advertisementputs emphasis on ease of use and the ability to do almost anything withcreative ideas. Of course, the device is able to draw more than just anindividual’s view of paradise.
GuttenbergDiagram – Use of this technique in Insynct’sadvertisement really helps with the visual dynamics of communicating its intendedmeaning. The user is given time to think about their version of paradise beforetheir eyes reached the representation given by the device.
The words, “Think Paradise” are placed inthe top left of the page which is known as the ‘Primary Optical Area’; this iswhere the viewer’s eye line normally begins when reading. From here, the eye isguided in a downward (diagonal) path which showcases the device’s functionalityand features. Insynct’s logo appears on the bottom right corner (i.e. the‘Terminal Area’) of the page which is where the viewer’s eye eventually rests. Byhaving a limited amount of text in this advertisement and placing the logo inits position, a level of interest is created.
Any Changes? – Reflection/Any Improvements
GuttenbergDiagram – Use of this technique in Insynct’sadvertisement really helps with the visual dynamics of communicating its intendedmeaning. The user is given time to think about their version of paradise beforetheir eyes reached the representation given by the device.
The words, “Think Paradise” are placed inthe top left of the page which is known as the ‘Primary Optical Area’; this iswhere the viewer’s eye line normally begins when reading. From here, the eye isguided in a downward (diagonal) path which showcases the device’s functionalityand features. Insynct’s logo appears on the bottom right corner (i.e. the‘Terminal Area’) of the page which is where the viewer’s eye eventually rests. Byhaving a limited amount of text in this advertisement and placing the logo inits position, a level of interest is created.
Any Changes? – Reflection/Any Improvements
Before creating the advertisement, it wasenvisioned that the earphones would be wireless. However after creating a roughdraft in Adobe Photoshop, the earphones looked unusual by themselves; if aviewer were to look at them, they probably wouldn’t have considered them to beearphones. Therefore, earphone leads (i.e. wires) were added in the finalversion.
PossibleChanges/Other ideas:
PossibleChanges/Other ideas:
Packaging
Influences
Design Principles/Considerations
Any Changes/Improvements?
Blackberry packaging
iPad Packaging
The idea of books and art diaries
Bags
iPad Packaging
The idea of books and art diaries
Bags
Design Principles/Considerations
Minimal text on packaging was used tocreate a sense of simplicity and sophistication. A majority of the packaging ismade up of colour gradients and glowing lines to represent the dynamic and intuitivepersonality of the product. Additionally, they were used to in conjunction withthe glowing lines to create a sense of movement and handle-ability. Whenconsumers pick up the product, the gradients would guide their eyes around thepackaging.
Any Changes/Improvements?
The packaging has enough content on tocommunicate the device’s personality and brand image.
Information Design
Design Principles/Considerations
Influences
User manuals of computer devices were themain form of influence in this section of the project. It was felt that theyhad a level of simplicity and straightforwardness.
Design Principles/Considerations
Insynct’s information design doesn’t useany chart junk. It assumed that the user has gained enough familiarity with userguides to recognize how to use one.
Representations of the device and its usageare kept to a minimum. Additionally, these representations follow a set ofsmall multiples; whereby, the subsequent image ‘builds’ on the previous image. Thisenabled the user to keep track of changes between instructional steps. Thestyle of Bauhaus was used to keep shapes and elements simple and sophisticated.Furthermore, colour played an important aspect in this design; it was used to highlightthe intuitiveness of the device, its functionality and the brand’s logo.
The Gestalt theory of Similarity andProximity were used in the form of a grid layout in order to make it easier forthe consumer to read.
Any Changes/Improvements?
Representations of the device and its usageare kept to a minimum. Additionally, these representations follow a set ofsmall multiples; whereby, the subsequent image ‘builds’ on the previous image. Thisenabled the user to keep track of changes between instructional steps. Thestyle of Bauhaus was used to keep shapes and elements simple and sophisticated.Furthermore, colour played an important aspect in this design; it was used to highlightthe intuitiveness of the device, its functionality and the brand’s logo.
The Gestalt theory of Similarity andProximity were used in the form of a grid layout in order to make it easier forthe consumer to read.
Any Changes/Improvements?
Create another page which describes thevarious controls and switches of the device.
