Enterprise & innovation - lecture three.

Value - what are you worth? 

What is the value of creativity? 
- Creativity is the process by which culture is changed. 
- Creativity is the act of seeing things that everyone else sees while making connections that no one else has made. 
- Creativity is the ability to make or bring into existence something new. 
- Create, communicate and deliver - the creativity is given some form of meaning through these steps. 
- We need insight into what makes people 'tick' to send our creativity in the right direction. 
- There is a definite link with nature as to how similar to animals we are. 


Maslow's hierarchy of need. 
- Physiological 
- Safety 
- Love/belonging
- Esteem
- Self-actualization


- Design is applied psychology. 
- Remind people why you are useful. 
- Be interesting. 
- "You can not be an original thinker if you allow 'them' to distract you" a quote which means that you can't be original if you let the things seen on television to influence and distract you. 


Where is the money? 
- Greatest human needs (greatest market potential) eg. food, housing and construction. 


Value proposition? 
- Crystal clear ideas.
- It's short.

- It has to be in the customers language. 
- The problem and how it can benefit them. 
- Get into a customers head and make notes on everything they say so you have a record of it. 


Its made up of; 
Objectives - how will you achieve your aims?
Specific aims - the difference to be made. 
Overall aim - mission. 


- You need to capture the client straight away. 
- Always begin with a value statement. 

Good is the ipod evolution - packaging task crit.

The above nets on cartridge paper were the ones I chose for my final idea and that I left out to crit. The comments I was given were...

Strengths

We like the stock.

We like the way the logo is wrapped around the bottle carrier. 

It's clean and simple. 

Areas for improvement

Could be double sided - something on the inside. 

Some information about what it is. 

Take the guides off when printing. 

The logo doesn't communicate apple/music. 

On one particular design the logo could be on the outside, as you can't see it when its folded. 

Additional comments

Consider the colour. 

Consider the position of the logo. 

Could make the logo into a repeated pattern. 

Could keep with the apple colours - white stock and then work with grey tints. 

Experiment with silver stock. 

Include ipod imagery - maybe headphones. 

I felt that this feedback is really useful because it gives me so many ways I could expand on my current set of nets and so many new ideas if I was to this further. It could be definitely something to look back on. Its also brought up issues that I hadn't really though about myself. 

Good is... the ipod evolution - logo task crit.

This was the logo the group felt worked best out of the ones I designed. They came up with very good supporting reasons for why this logo was best. They said that this logo related to all the points i'd made about why my good is good, its the most developed logo, its stylish, futuristic, representative of the ipod, looks like a music loop, revolutionary, looks digital where the other logos are illustrative, strips it back, relates the the transformers theme, could be used anywhere because of it being so simple, easily brand able and scalable. They also said that simple is effective. So this was the logo I would then take forward. 

Enterprise & innovation - lecture two.

Ideas and opportunities. 

- Ideas alone are not worth a lot and need to be backed up. 

- An idea that occurred at the wrong time;

Politicians 

Economics

Society

Technology

- Things don't last forever because the word is constantly changing.

- The PEST analysis allows us to spot an opportunity. 

- We need to be aware of PEST to scan the environment successfully. 

Where do opportunities come from? 

- Trends. 

- Technical developments.

- Political change. 

- Economic boom and slump. 

- Problems 

- Research

- The Nike 'waffle' sole came from a problem.

- Innocent smoothies came from research because two men experimented with their smoothie formula at festivals and people encouraged them to start a business. 

- Post it notes were an accident whilst creating a glue. 

Push & pull of the market. 

- Push; creating something new and pushing it out to the public. 

- Pull; being encouraged to do something. 

A designers skills. 

- Project management. 

- Know how to find the right people. 

- Know where to source things for projects. 

- Can work with a team. 

- Get along with all kinds of people. 

- Optimistic. 

- Communicate well. 

- If you spot an opportunity don't pass it by, work out where you can get those skills from through things such a collaboration with other design professionals.

- Before going ahead with an idea, see how many people are also doing it to see if its actually worth it or how much it can be improved upon. 

- Always assess competitors to see if you can do better. 

4 P's. 

- Product. 

- Price. 

- Place.

- Promotion. 

All things to consider when creating something. 

- Assessing quality; for me, for the customer, for the planet, for other stakeholders. Consider all possible audiences and possible collaborative members. 

- Also consider strengths, weaknesses, opportunities and threats when coming up with a concept. 

'At the printers' seminar.

- Commercial print processes are practical, technical and economical. 

- Repographics - people check over work before it's sent to print.

- Rotary printing - lithography, gravure, flexo.

- Digital printing.

- Screen printing. 

- Pad printing. 

- Offset lithography - transfer ink to an offset rubber blanket roller and then to the print surface. Sheet fed or web fed. Leaflets, mail shots and posters.

Web offset machine uses 'rolls' of material as apposed to sheet fed. 

- Rotogravure - copper plates (with mirror image) transfer ink directly to the print surface usually on rolls. 

Plates are more durable. Newspapers and high run magazines. More expensive process. 

- Flexography - a positive, mirror image rubber polymer plate, on a cylinder, transfers 'sticky' ink directly to a print surface. Usually roll fed. Crisp packets, bottle labels, chocolate bars. Offset from underneath. The image is raised. 

- Relief.

- Intaglio. 

- Planographic.

Digital; 

- RIP - raster image processor. 

- Mechanical screen print process. 

- Rotary screen printing for printing on cylinders. 

- Durable inks benefit the screen print process. 

- Pad printing - can transfer a 2D image onto a 3D object. Calculators, golf balls, memory sticks. 

- Lithography - CMYK - 4 color process. 

- Linen tester; used to check print quality. 

Colour processes; 

- Subtractive - the more colour... darker. 

- Additive colour - less colour... lighter. 

- Duotone. 

- Spot colour.

- Monochrome.

- CMYK.

- RGB. 

- Greyscale. 

Enterprise & innovation - lecture one.

Marketing. 

'How to get yourself out there' 

- www.designcouncil.org

- www.artscouncil.org 

- Marketing is the process responsible for identifying, anticipating and satisfying customer requirements profitably. 

- Six marketing roles. 

- Keep a record of any testimonials; the things people say about you as it will put you in a positive light. 

- Be willing to negotiate. 

- Is what your being offered for a job actually worth it once you've worked out what you have to do and how much you will spend doing it. 

- 4 P's; product, price, place and promotion. 

- Sell something unique. 

- Promote, promote, promote! if you don't promote yourself than how will people know about you and what you do? 

- Showcase yourself; tell a brief story on how you got to where you are now and anything that helped you along the way. 

Enterprise & innovation; Who am I - Who are they?

Client groups that use graphic design; 
Retail - supermarkets/clothes/shoes 
Education
Confectionary
Publishing 
Charities
Music industry
Medical
Leasuire 
Art & design
Technology






Music industry...


What skills/interests do you have and how do they relate to the needs of your client group? 
I've always had a big interest in music and can't go anywhere without my ipod, its a bit like an extra limb. This relates to the music industry because obviously they are the client group that produce the music I listen to. In terms of skills I have the ability to produce most promotional material (eg. leaflets, posters and flyers) that the music industry use to promote the bands, singers and record labels. I also have an understanding of the image that links with the different genres of music and a knowledge of whats already out there which are both key things when creating the promotional material so there is direction and no chance of copying what has already been done. With young people being a massive consumer of the music industry I also have an understanding of what captures the audiences attention. 


What skills are needed and what skills do you want to develop?
Illustration is quite popular within the music industry in terms of album cover and poster design to create something unique that speaks to the audience. I'd like to develop my illustration skills because at the moment they aren't brilliant and this can be quite easily done with practice in any spare time I find I have.  
Photography skills are something that will be prove quite useful to this client group because bands and singers often want themselves on the front of their album cover. I have an AS level in photography but these are very basic skills so i'd like to develop these to a higher standard in which i'm able to do things like select suitable lenses, experiment with the lighting and edit photographs to a high standard. Other skills needed are an understanding of the relationship between type and image, layout, software and print. I have a developing understanding of all these things at the moment as I spend more time studying so these are going to improve over time. 


What are your professional /creative aims and how do they relate to the needs of the client group?
I aim to do something professionally that I enjoy doing, that will challenge me, that will lead me through new experiences wether it be travelling the world or something more simple and i'd like to create design work that can be enjoyed by other people. I have many interests throughout the graphic design world and i'm still unsure as to the exact path I want to take but I know that these interests are very likely to help me make a decision. Within the music industry everything that is created in terms of both promotional material and album covers is there to be enjoyed and to capture the attention of the audience so this links to the sort of designer I'd like to be.