Strengths
Skateboarding - good idea for branding/printing (onto boards etc)
Strong logo.
Areas for improvement
More focus for ideas
Statement and product need to be linked and communicated more securely to the audience. (at the moment, needs to be explained)
Whats your specific audience?
Safety wise
Should you be advertising extreme sports to young people.
Additional comments
Think of alternatives to the product that you can promote - made up events etc...
opens up possibilities for different promotional material.
Look at extreme sports magazines
Look at the strong man competitions, spartan race etc.
Research printing onto boards and wheels etc but just mock it up/ focus on do-able range of deliverables.
10.19.2011
10.18.2011
Enterprise - lecture 2 - Ideas & opportunities
IDEA (could be confused with a plan)
- Occurs at any time
- To anybody
- Randomly
- Seldom materialise
{ have to be able to back up ideas
OPPORTUNITY
- Environmental factors merge
- The right conditions
- The right place , right time
Wrong time ... Leonardo Da Vinci
P - Politicians could not see any benefit.
E - Economics were fragmented
S - Society had no need
T - Technology was too primitive
Right time ... Concorde
Fibre optic cabling/the internet etc reduced the need for services like the concorde
It was superseded by the internet.
P - Helped cement Anglo - French relations after WW2
E - Economic development with USA
S - Social demand to travel more frequently > luxury travel > scarcity value
T - Very advanced - Engines from Vulcan bomber > carbon braking system > pressurised cabins
pest analysis (often know as Step > pestle > steep)
P - Political
E - Economic
S - Social
T - Technological
Nike - Developed by a runner whose university running track was resurfaced, meaning he had less grip, experimented with potential soles that would grip it better // Technological PUSH
Innocent - Starting as a stall at a music festival with only £500 worth of fruit... // Market PULL
Post it - Developed by a combination of two scientists. one that couldn't create glue sticky enough and the other having trouble making bookmarks do their job...
Good opportunity or not?
Look at competitors.
-How many are there?
-How well are they doing?
-What do they do well?
-What could you improve upon
- Occurs at any time
- To anybody
- Randomly
- Seldom materialise
{ have to be able to back up ideas
OPPORTUNITY
- Environmental factors merge
- The right conditions
- The right place , right time
1.You are aware of what
is going on around you and the time is right to take advantage of it
2. You are in an
enabling environment
3. You have the
resources to make it happen
Wrong time ... Leonardo Da Vinci
Leonardo da
Vinci had many ideas and inventions but they had no commercial application or
need that would enable them to succeed.
P - Politicians could not see any benefit.
E - Economics were fragmented
S - Society had no need
T - Technology was too primitive
Right time ... Concorde
Fibre optic cabling/the internet etc reduced the need for services like the concorde
It was superseded by the internet.
P - Helped cement Anglo - French relations after WW2
E - Economic development with USA
S - Social demand to travel more frequently > luxury travel > scarcity value
T - Very advanced - Engines from Vulcan bomber > carbon braking system > pressurised cabins
pest analysis (often know as Step > pestle > steep)
P - Political
E - Economic
S - Social
T - Technological
Economies were growing. More people were making more
trade between more countries and their need to travel more often was making
travel cheaper. This is known as economies of scale.
Where do opportunities come from?
•Trends
•Technical
developments
•Political
change
•Economic
boom and slump
•Human
need
•Problems
•Research
Sony Walkman - Developed as an experiment in which new technologies were combined with existing ones to create something entirely new.
Nike - Developed by a runner whose university running track was resurfaced, meaning he had less grip, experimented with potential soles that would grip it better // Technological PUSH
Innocent - Starting as a stall at a music festival with only £500 worth of fruit... // Market PULL
Post it - Developed by a combination of two scientists. one that couldn't create glue sticky enough and the other having trouble making bookmarks do their job...
-Technology PUSH means that new products that have
emerged through the development of new technology are presented to the market
without necessarily knowing how successful they may be
-Market PULL means that products are developed in respnse to market demand for
change
The creative come in...
•Project
management
•Know
how to find the right people
•Know
where to source stuff
•Can
work with a team
•Gets
along with all kinds of people
•Optimistic
•Communicates
well
After spotting an opportunity
Skills > technical > processes
Aptitudes > teamworking > Entrepreneurs don't work alone.
Predisposition > risk/caution > evolution/revolution > manager/opportunist
Good opportunity or not?
Look at competitors.
-How many are there?
-How well are they doing?
-What do they do well?
-What could you improve upon
How many customers
are there – are there enough. How many competitors are there. This known as
Supply and Demand.
Where are you
customers and who are your competitors. Can you choose a location that would
give
you a competitive edge in relation to a target market.
Is anybody else doing
this thing differently from you and if so, is their way better or worse than
yours?
Assessing competitors
SWOT analysis
S - Strengths
W - Weaknesses
O - Opportunities
T - Threats
10.17.2011
Enterprise - Lecture 1 - How to get yourself 'out there'
The design council carries out a lot research into the industry and provides reports on issues that affect it. Actively show how design helps the economy through demonstrations and research.
Large agencies - very expensive (to run)
87% of creatives are employed at agencies with 10 employees or less...
11% are at a medium agencies with 50 - 100 employees...
only 2% are at large agencies.
The design council also reduced funding to the arts by 26%
MARKETING
"The process responsible for identifying, anticipating and satisfying customer requirements profitably"
ROLES
1. Customer needs for developing new products
2. Pricing strategies
3. Product promotion - specialising
4. Identify distribution networks - where?
5. Give customers more than they expect everytime
6. Product performance - competition etc.
VALUE PROPOSITION
has to be...
short - specific - in the customers language - pass the gut feeling test
JEFF BEZOS - creator of amazon
- decided to sell books online because he could provide a larger selection without having to pay for expensive retail space.
- Monitoring peoples purchases allowed him to spot buying patterms and to recommend other books to customers
- Allowing reviews and ratings meant that customers were more informed on what they wanted to buy.
- Offering discount for buying three or more books also moved him away from other retailers on the high street.
- He developed the technology for customers to quickly skim over books so they could get an overview on what to buy.
-Extended the range of books by collaborating with other sellers so he can now offer second hand, rare and antique books.
-He now offers just about everything else.
from peoples skepticism on the benefits of selling online as opposed to in a shop, he was able to counter their argument by providing new technology or additional services.
THE FOUR P's - BASIC PRINCIPLES OF MARKETING
PRODUCT - services // work // input
PRICE - pricing level // daily rate // royalty // free
PLACE - location // sales environment // services
PROMOTION - marketing methods // branding // value propsition
You need a point of differentiation...
Something unique
thats puts you apart from other doing the same thing.
PROMOTE!
Large agencies - very expensive (to run)
87% of creatives are employed at agencies with 10 employees or less...
11% are at a medium agencies with 50 - 100 employees...
only 2% are at large agencies.
The design council also reduced funding to the arts by 26%
MARKETING
"The process responsible for identifying, anticipating and satisfying customer requirements profitably"
ROLES
1. Customer needs for developing new products
2. Pricing strategies
3. Product promotion - specialising
4. Identify distribution networks - where?
5. Give customers more than they expect everytime
6. Product performance - competition etc.
VALUE PROPOSITION
has to be...
short - specific - in the customers language - pass the gut feeling test
JEFF BEZOS - creator of amazon
- decided to sell books online because he could provide a larger selection without having to pay for expensive retail space.
- Monitoring peoples purchases allowed him to spot buying patterms and to recommend other books to customers
- Allowing reviews and ratings meant that customers were more informed on what they wanted to buy.
- Offering discount for buying three or more books also moved him away from other retailers on the high street.
- He developed the technology for customers to quickly skim over books so they could get an overview on what to buy.
-Extended the range of books by collaborating with other sellers so he can now offer second hand, rare and antique books.
-He now offers just about everything else.
from peoples skepticism on the benefits of selling online as opposed to in a shop, he was able to counter their argument by providing new technology or additional services.
THE FOUR P's - BASIC PRINCIPLES OF MARKETING
PRODUCT - services // work // input
PRICE - pricing level // daily rate // royalty // free
PLACE - location // sales environment // services
PROMOTION - marketing methods // branding // value propsition
You need a point of differentiation...
Something unique
thats puts you apart from other doing the same thing.
PROMOTE!
10.16.2011
Wrap it up crit feedback
Strengths
- Good creating quality.
- Carton is well composed, the idea of reversing the orientation really is a different take.
- Logo image is very strong.
- Upside down type is a good idea for helping contextualize the logo.
Areas for improvement
- MacDonald's colour scheme needs readressing slightly.
- Look at the inside of the packaging, how can that be changed?
- Type on carton would work better if it only went across three panels.
- Font is like Macdonalds...
Really useful feedback that helped me to pick out some issues that definitely need addressing.
- Good creating quality.
- Carton is well composed, the idea of reversing the orientation really is a different take.
- Logo image is very strong.
- Upside down type is a good idea for helping contextualize the logo.
Areas for improvement
- MacDonald's colour scheme needs readressing slightly.
- Look at the inside of the packaging, how can that be changed?
- Type on carton would work better if it only went across three panels.
- Font is like Macdonalds...
Really useful feedback that helped me to pick out some issues that definitely need addressing.
Good is rationale
Good is the feeling that nothing is impossible.
Why?
1.Can go into anything without fear
2.Gives determination & motivation to achieve
3.Without it, masses of information would be undiscovered
4.It's a natural high
5.Gives people faith
I intend to promote to a group of skateboarders between the ages of 15 & 45 that nothing is impossible. In order to achieve this I will produce...
Product
Branding & promotion for a skateboarding hardware company
Range
Packaging // decks // product aesthetic // logo // posters // editorial adverts // t-shirts etc
Context
Skateshops - skate magazines - on products.
Why?
1.Can go into anything without fear
2.Gives determination & motivation to achieve
3.Without it, masses of information would be undiscovered
4.It's a natural high
5.Gives people faith
I intend to promote to a group of skateboarders between the ages of 15 & 45 that nothing is impossible. In order to achieve this I will produce...
Product
Branding & promotion for a skateboarding hardware company
Range
Packaging // decks // product aesthetic // logo // posters // editorial adverts // t-shirts etc
Context
Skateshops - skate magazines - on products.
10.09.2011
Why am I here? - What do I want to learn?
5 reasons I chose to study on the program.
- From open days I was able to see the colleges brilliant facilities, much better than other, larger universities I had been to see.
- I was aware of the courses reputation from my own previous course which had students go onto this program.
- The courses strong links to industry which would allow much greater knowledge of industry and chance of gaining employment.
- The knowledge and experience in the course team which can only improve the quality of the education.
- The heavy workload and amount of tutor time which would help me to develop in my abilities and work ethic.
5 things I want to learn during my time on the program
- Gain a much improved and broader knowledge of type and it's uses in design.
- Learn about the numerous print and finishing processes post design, that I can apply to give my work a much more professional finish.
- Learn how to effectively use colour in my design and how it translates from screen to print.
- How to communicate effectively with design firms in order to gain industry links, hopefully leading to placements and experience in industry.
- How to stop my hair from looking like either Kevin Keegan or a mushroom cloud.
5 skills that I think are my strength
- I think my knowledge of type and ability to apply it in my design are very useful, but these can always be improved on in such a vast subject.
- My ability to work under pressure however it would be useful to have the same rate of production when not under pressure.
- Knowledge of software used on the program gained from workshops and the amount I have used it.
- I think I have a constantly improving ability to draw and visualise things, despite not doing it as much as before, it is changing due to various and changing contextual sources.
- Ever improving knowledge of colour and it's application in print - pantone etc - again, always can be improved on.
5 things I want to improve on
- Communication skills for giving feedback, gaining industry links and communicating ideas etc
- Ability to visualise ideas and effectively create design from this.
- My determination to produce work, and ability to produce work at the same rate when not under pressure as when I am.
- My ability to produce concepts that I am happy with and become more concept driven in general.
- My knowledge in Graphic Design as subject, It's history, uses, symbolism etc. I think CTS will be very useful in this area.
5 ways that I will evaluate my progress
- Frequent evaluation of projects, looking at how they are going, what I can improve on, where my strengths and weaknesses lie etc.
- Make sure to ask tutors advice and keep informed between crits and sessions so I am always on top of my progress.
- Using to-do lists I should be able to track my progress easily, in turn, I should then be able to evaluate how well I am working towards my goals.
- Keeping up to date with blogger I think should be a very simple and effective way to track and evaluate my progress. I can see all my work in one place quickly and ,hopefully (if I'm doing it right) easy to evaluate.
- Peer feedback on my work has proved invaluable during crits however I need to make a habit of doing this more frequently as I think it's very important to have a range of views to allow you to evaluate it yourself.
5 questions that I want to find the answer to
- Where I want to take my design practice and how I want to further develop it leading up to my final year of study? I think this will be the year I really work out where I want to go, third year will focus it.
- Whether I want to go into freelance work or into an agency, a more collaborative process or individual.
- How best to promote myself in order to 'get myself out there' and in turn gain employment. Whether this be through contact with industry or self branding etc.
- Where do I want to end up? is Leeds a good place to stay to uphold a design career or do I need to look further afield in order to gain the best jobs in the field.
- How much does the average graphic designer earn? and how much can I expect to be able to charge after graduation in order to earn myself some kind of living?
- From open days I was able to see the colleges brilliant facilities, much better than other, larger universities I had been to see.
- I was aware of the courses reputation from my own previous course which had students go onto this program.
- The courses strong links to industry which would allow much greater knowledge of industry and chance of gaining employment.
- The knowledge and experience in the course team which can only improve the quality of the education.
- The heavy workload and amount of tutor time which would help me to develop in my abilities and work ethic.
5 things I want to learn during my time on the program
- Gain a much improved and broader knowledge of type and it's uses in design.
- Learn about the numerous print and finishing processes post design, that I can apply to give my work a much more professional finish.
- Learn how to effectively use colour in my design and how it translates from screen to print.
- How to communicate effectively with design firms in order to gain industry links, hopefully leading to placements and experience in industry.
- How to stop my hair from looking like either Kevin Keegan or a mushroom cloud.
5 skills that I think are my strength
- I think my knowledge of type and ability to apply it in my design are very useful, but these can always be improved on in such a vast subject.
- My ability to work under pressure however it would be useful to have the same rate of production when not under pressure.
- Knowledge of software used on the program gained from workshops and the amount I have used it.
- I think I have a constantly improving ability to draw and visualise things, despite not doing it as much as before, it is changing due to various and changing contextual sources.
- Ever improving knowledge of colour and it's application in print - pantone etc - again, always can be improved on.
5 things I want to improve on
- Communication skills for giving feedback, gaining industry links and communicating ideas etc
- Ability to visualise ideas and effectively create design from this.
- My determination to produce work, and ability to produce work at the same rate when not under pressure as when I am.
- My ability to produce concepts that I am happy with and become more concept driven in general.
- My knowledge in Graphic Design as subject, It's history, uses, symbolism etc. I think CTS will be very useful in this area.
5 ways that I will evaluate my progress
- Frequent evaluation of projects, looking at how they are going, what I can improve on, where my strengths and weaknesses lie etc.
- Make sure to ask tutors advice and keep informed between crits and sessions so I am always on top of my progress.
- Using to-do lists I should be able to track my progress easily, in turn, I should then be able to evaluate how well I am working towards my goals.
- Keeping up to date with blogger I think should be a very simple and effective way to track and evaluate my progress. I can see all my work in one place quickly and ,hopefully (if I'm doing it right) easy to evaluate.
- Peer feedback on my work has proved invaluable during crits however I need to make a habit of doing this more frequently as I think it's very important to have a range of views to allow you to evaluate it yourself.
5 questions that I want to find the answer to
- Where I want to take my design practice and how I want to further develop it leading up to my final year of study? I think this will be the year I really work out where I want to go, third year will focus it.
- Whether I want to go into freelance work or into an agency, a more collaborative process or individual.
- How best to promote myself in order to 'get myself out there' and in turn gain employment. Whether this be through contact with industry or self branding etc.
- Where do I want to end up? is Leeds a good place to stay to uphold a design career or do I need to look further afield in order to gain the best jobs in the field.
- How much does the average graphic designer earn? and how much can I expect to be able to charge after graduation in order to earn myself some kind of living?
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