Design pro forma.pptx (latest)

Design for Advertising
Developing, Producing and Evaluating

Initial ideas
1) qWake Up-
Using the idea of both waking up and the natural disaster of an earthquake. (That being the theme of something bad happening if this is not purchased.
Include an image of a bike in the air, jumping over the cracks in the ground from the earthquake.
Have the ‘Up’ in the title raised to imply that the drink gives you that lift.
(The Natural disaster aspect of the Drink may cause offense or be harmful viewing so there may have to be adjustments to the design)
‘Breaking the bounds of Energy’ is an idea for a slogan as it can reflect both the bike’s parts (For the extreme sport aspect) and the cracks appearing in the ground.
The idea of using a bike in the promotion side would be to appeal to males who are into extreme sports and need that extra boost of energy to see them improve their level and try to
be at their best.
2) Improvise-
This second idea is based upon a healthier alternative to the energy drinks and is targeting the nutritious, health conscious audience.
The name is part of the idea that the drink is not the usual drink and it offers a slight alternative to what else is there in the market and is not pre planned that contains all the
unhealthy sugars and content that one ‘normal’ energy drink contains, Something that is made through natural produce.
The design of the can would be clean and slick with the colour Green featured to help enhance the natural aspect of the drink. The use of symbols on the can will also help bring this
idea forward, such as a leaf of sorts.
The name can help interact with the audience due it being fun, unordinary and peculiar. This therefore means that the demographic aimed towards would be females of a young age.
3) Limitless-
This idea is based upon the idea of an energy drink designed towards top athletes and those who take part in very hard sports.
The title can help bring the audience in from the start, the idea of consuming a product that gives you an endless supply of energy and your limits are whatever you want them to be.
Therefore you being in control, which the energy drinks, are designed to be. Giving you that feeling that you for some reason have an edge by drinking that particular can. The design
of the can will be bright and colourful to interact with the audience. The demographic will be those of both genders who aim to play sports to the best of their ability. This however
will be of a younger age group to Idea 1.
The promotion of this will be using people drinking the can and somehow it having a better affect than the other alternatives.
4) Limbo-
The idea of this name is that people who do not purchase it are to forever stay in the same place or not move on whereas people that drink the Can will then move to the afterlife or
to a better place.
This drink will be targeting the dark, hardcore music fans that are seen as aggressive and passionate towards their interests. It will be aimed more towards males but of a wide age
range.
Ages between 18 and 30 as the drink does not rule out certain generations.
The can will be designed in a black shade with silver text written in a custom manner.
5) Life Line
The idea behind this is that after consuming the product you are handed that extra boost you did not have and needed to perform your activity.
This is aimed towards the sports community and similar to that of Lucazade.
It will not be gender specific however will be in relation to a younger audience.
Having images of other athletes picking you up and offering you the beverage will promote the can.

Mind Maps
Here is a basic mind map on all the ideas surrounding the design
for my can. It includes Names, Theme’s, target audiences,
colours, the composition and aesthetical features on the designs
and the purpose for the energy drinks in the idea process.
This looks to merge many of the ideas together and bring forth
more inspiration to a final piece. Using this mind map can help
me understand what the theme is and more importantly who the
people it is aimed towards are and if they will purchase it.
Going into more depth
helps me further
understand the audience.
Linking two ideas together
of Natural disasters and
extreme sports can help
raise awareness and
provide energy
Here above is a more detailed mind map into just one of the ideas I had come up
with. This has many of the aspects in the more general mind map, however goes
into more depth to the target market and explores the theme of the name and
brand that has been designed.
After considering all the ideas and theme’s I felt that this particular name was the
one without any major flaws.
This was a unique idea that used both the idea of an earthquake and waking up.
The mind explores what extreme sports the audience view or take part in, to give
me an idea where I can advertise the product.

Copy/Script development- qWake UP
Possible Slogan or Sub-headings
Ground breaking content
Off Balance training methods
Time to fly
Need a lift?
Shaky footing
Mind the Gap
That perfectly timed boost!
Extra Energy for those Extreme Moments
A can a day keeps the boredom away
Bring on the excitement
Wake up properly with a drink to cure the slow
Energy when you just can’t see a way out
Can you imagine the consequences of not
drinking it?
We cure that Shattered feeling
You will definitely see the affects to it
Using a slogan that relates to the theme is a great
way to bring the point across.
Not over complicating the text underneath the name
is important as it could put the audience off.
Mentioning both the Energy you receive as well as
natural disaster that could or will happen if you
don’t purchase the drink is a great way of
promotion.
Making the Audience think that not drinking the
product will lead to something disturbing happening
almost makes them obliged to buy the drink.
The use of the word ‘Boredom’ is a good way of
reflecting the theme and imagery used on the
packaging. Also the way the slogans are used make
the earthquake theme exciting and this ultimately
has a positive impression on the drink itself.
Using the so called ‘natural disaster’ as a positive is
somewhat controversial, however for this audience
it is exactly what is needed to grab their attention.
These are young Males, who the majority are
rebellious and have a strong interest on dangerous
sports, these will feel that they can take on the
challenge of the drink and jump over the obstacles.
This will be represented by a bike hopping over the
cracks in the earth surface on the promotional
piece.

A person will be failing at sporting activity and on the floor catching their breath. Then an
alarm starts to ring, the camera starts to shake and a ‘qWake UP’ can falls from the sky.
They then take a drink and suddenly get a huge boost of energy which they then say
‘Perfect Timing’
With a voice over saying.. ‘qWake Up provides you with that extra boost of energy when
you need it most. Having a can a day will defiantly keep the boredom away.
The person then sprints past the camera man and shouts.. ‘Bring on the Excitement’
Another idea would be of someone falling off their bike, having a hard time then a person
giving them ‘life Line’ and they suddenly get back on the bike, starting going really fast
then later skipping to a clip of them winning a race which is when they say.. ‘Life Line! I
Needed that’
For ‘Limitless’ the script could involve a person climbing a building and then believing
that they do not have the will power to carry on. Until a Limitless can falls from a window
and they catch it. Which the voice over then says.. ‘Your Limits are the ones you set now’
Then the actor climbing has a extra feel of life and starts climbing right to the top.
The Actor will then get on top of the building and say.. ‘For Endless Energy doing those
Extreme stunts you love, why not try ‘Limitless’.

Ideas for possible product names could be of shortening it to qWake or using
the ‘q’ as a trademark or house style. It could even be used on advertising such
as ‘q up for the drink now’ or along them lines. Using it as a symbol can a great
way to get the brand across.
Names of drinks under the brand could be that of a set of natural disasters.
With ‘Volcano’ being a red styled can that uses strawberries for example. Or
Using a Tsunami to express that refreshing effect or relate it to the surfing
extreme sport activity.
For Life Line, they could have an alterative ‘Life Line Light’ which can be very
catchy if used in promotional stunts or Television ads.
This would be a less sugary type product that is an alterative for the less
extreme sport lovers.
For Limitless there could be a set of different names under each product with
still keeping the Limitless branding somewhere on the product. For example
having ‘Believer’ as one name of a product by the brand. Then this would
include a different flavour to others however still keeping the font and style
the same even if the colour is altered.

Font/Colour Scheme development
Created through Photoshop, using the style and adjustment tools I created the two colour merge affect.
I first grabbed the ‘T’ tool to make the text, I later changed the font to ‘Silom’ to reflect the theme of Extremeness.
This also relates to the targeted demographic of Young Males due to its bold nature.
The next stage of development was to use puppet warp and create my own custom font. This was so it would relate to
the target audience and be much more unique.
Having a more exciting font can reflect the theme and who it is trying to get it across to.
Having the ‘UP’ raised higher is implying that the drink brings you from the depths of despair and gives you that lift which
you desired.
Using a custom font can also help tie in with a slogan that both match the theme in hand of an extreme and aggressive
way of advertising to correspond with the audience who are believed to play in such dangerous sports or activities.
For all the high sporting energy drinks I will need to use a clear and bold approach for the font. This is so the audience
will understand what the drink is trying to get across, using a loud style helps interact with their interests, of extreme
sports and unusual types of music.
The colours used for the sports drinks will be of dark shades. Keeping the drink in relation to the audience is important.
As the target audience are Males, they are less interested in look and more into the content of the drink and what it can
do to their performance in sports.
The colour of the fonts will be having two colours merged to show some individuality in the brand. This as well as the
unique styled custom font that will be made will help entice the potential buyer.

Limitless
Limitless
Limitless
Limitless
This colour will be suitable to the
target audience as it is not too loud,
however will bring the title name out
more.
Having a pattern or mix of
colours on the branding of
the packaging can be a
great way to use a house
style without the need for
unnecessary shapes.
Using a custom font for
qWake UP will help get
the theme across to the
audience.
Having dark packaging
may prevent the
name from being seen
as clearly. With the
use of a flame or
something in relation
to danger it can help
bring the idea through
to the audience.
The 3rd Font here is the better
out of the set due to its relation
to the sporting theme and that of
runners. It has a much softer yet
polished look to it.

qWake (Silom)
qWake (Thonburi)
qWake (Impact)
qWake (Lithos pro regular)
Out of all the many fonts I experimented
with I found these four to be ones I will
consider using in the design process of
the unit.
They are all different, however share
many similarities such has who they can
be aimed towards.
I like the third font called impact as it
does exactly what it is called, and for a
target market of young males I believe
that could work well, as it is bold, in
your face and aggressive.
The first font has similar aspects from
impact, however it has a more polished
look to it and could make the name
stand out among some very large
imagery.
The last font explored here is all
in capital letters. This can be a
good way to express the drink as
it is loud, very clear and has a
dangerous feel to it.
However, this does not let me use
the ‘q’ which is considered as my
house style so it may not be the
right font to use.

Possible Imagery and colours
Images I will consider using are that of
natural disasters or those which are
related to danger so they relate to the
theme and target demographic of young
males from the age of 18 to 23.
Possible colours that could be used are
that of which are associated with danger.
Colours such as Red, Yellow or orange so
they can reflect the ideas that are
explored with in the imagery on he cover.
The use of a flame or some natural
disaster such as an earthquake can make
the buyer feel as if they are almost forced
to purchase the drink as they do not want
anything stopping them from fulfilling the
best of their ability in a sporting activity.
The font colour will have to match
the shade of the can so if I was to
choose a black and orange styled
design, the font would have to be
orange or red to suggest the same
theme and that of danger.
The idea of extreme sports can
relate a drink such as this.

Product packaging development
Here is the original idea concerning the design
of the can and more particularly the
compositional features of the name and
imagery used.
I have taken one of my initial ideas and
experimented by placing the name on a basic
can template.
However, I decided that the Name ‘qWake UP’
was too long for a can and may put customers
off. I found that the name could be shortened
and still keep the same identity.
Using the ‘q’ in such a large size can help
provide that idea of waking you up and also,
giving you a lift.

Here I have developed further on the can
design and decided to import a sourced
image.
The idea behind this was to try go back to the
idea of giving you a lift and this can imply
that it is fueling you up when you need it
most.
Due to the audience being that of a young
male demographic, this idea of danger and a
quick source of energy will relate to them and
they will be more likely to purchase it.
Having the Image warped helps enhance the
idea further. The top left of the image being
curved higher gives the impression of
something unusual and again, a lift. All
psychologically telling you that buying this
drink will make you feel energised.

On this design I decided to focus on the ‘q’ in
much more detail. Dropping it down was the
first idea to make it look as if the letter itself
was creating that hole, therefore implying it is
waking you up by using extreme ways.
Extreme advertising to reflect the extreme
sports the target market take part in.
The change in shape on the ‘q’ was created by
going through the Edit tool bar on the top of a
Photoshop document, going into transform and
warp.
I then chose the ‘Squeeze’ option on the
letter. This is so it creates the impression that
the drink is taking giving you every last drop of
energy.
I have also used the ‘Levels’ tool to help bring
the colour out of the image more. This is to
entice the audience as they are seeing more
shades and it looks more aseptically pleasing

In this design I wanted to try and portray a
more sporty can.
Using the wave type style of the image at
the top can help give the audience the
impression that it is indeed what they are
looking for.
The sporting aspect is shown in the name as
well with the use of the wave type tool
which is found under the warp and free
transform tools.
Having all the text and imagery moving gives
the audience and potential buyer the
impression that it could get them moving
and give them that energy needed for their
sporting activity.
Raising ‘Wake’ up higher is important so it
stays in line with the ‘q’ and is it vital the
audience reads the drink in one word to
gather the same understanding.
Having the image higher up helps
remove unwanted white space
that appeared before.

In this design I wanted to incorporate two
aspects of danger and what is associated
with the natural side of the world.
This can help relate to the audience due
to the fear factor which they face in the
sports they take part in.
The use of the fire not only helps fill in
the white space that was there, but it
also gives more detail to the can as well
as making the name stand out more.
In relation to the name, the colour code
has been changed to match its
surroundings. If this was to be part of a
final design the other cans that would be
made as part of the theme will change
and vary in colour, however the
positioning will remain the same as will
the font of ‘Silom’

Here I have started to explore different orientation.
I have attempted to use the name on a landscape
angle.
Using an unusual style text position can help relate
to the surreal themes.
I Have also experimented by moving the elements of
imagery. Swapping the Flame to the left and
covering the letter ‘q’ can be a good way to show
the shades together.
However, I believe that having a portrait can styled
text will work better due to the name being much
more clear and does not make the young audience
think too much about the energy drink.
I do feel that the angle adds something different to
the design, however I feel that there is too much
colour at one side of the design and there needs to
be an equal amount on each side, therefore the text
should be going from left to right.

*Not to Size*
The idea of this
basic flat plan is
to show what
exactly the can
will contain on
it.
The size will be
of a small
nature, similar
size to a regular
Coke can.
The collar and
rear of the can
will both be
black. This is to
keep in relation
to the dark
shades the
design already
has.
The front will contain the image that has a slight tilt to it,
rising higher at one side of the can.
The Nutritional Information aspect will have the required
numbers, however will try to keep it clear and concise to
keep it relating to the target audience. The back of the can
will be similar to the front, using the title and fonts in the
same position. A slogan will also be used. (In the same font)

I have decided to go for a more simplistic yet
more relevant to the theme I want to get across
to the audience.
Using a stylised can such as that can be very
visually pleasing to the buyer.
This was created by selecting an image,
importing it and then warping it over the
template of the can.
The warping tool was used again from the last
design, however using it all over the can rather
than a small section and the actual plain texture
rather than an image.
This look much more like an energy can you
could see as it keeps to one style.
The text to go the can will be of a similar colour
to it but still keeping the same font as what will
be in the advert.

On the previous slide I used a slogan that I came up with in the idea generation
stage for the script and text that could feature on the product.
I believe that due to its simplicity it will interact more with the target
audience, rather than something witty.
The ‘Lift’ aspect is a theme running throughout the design and unit. The ‘Lift’
of energy you will receive.
The previous slide is a flat plan of a possible design I could make during the
design process.
The use of the two colours, Orange and Black only go further to explain who the
drink is aimed at. The orange as well as the fire help enhance the idea of
danger, with the earthquake representing the name as well as implying that sort
of disaster will happen if you do not purchase the drink.
The slogan relate to this image and that of, if you consume the energy drink,
you will ‘qWake Up’ and be given a lift, out of the natural disaster and given
that extra sense of power and achievement ahead of others.

Task 6: Advert Development
Here I have taken a sourced image, I imported it
into Photoshop through the Place tool found in
‘File’.
I have used this image as it best explains what I
want to get across to the audience and how I want
the energy drink to be portrayed.
Here I have taken a small screen Shot of the adding
text process.
I used the ‘T’ to first get the tool on the image.
I then started typing the slogan I came up with in
the pre production process, and then later changed
the font to the same house style as the can (Silom)
Later I then decided where to position it. After the
text was chosen I wanted to incorporate the can
itself. Using it underneath the the man jumping
implies that this can is here to give you that extra
push should you need it in order to reach your goal

Here I have taken further screen shots of
the post production techniques I am doing
during this part of the unit.
I used both the Levels and Saturation
adjustment tools in order to manipulate the
colour and shade of the image.
After importing the image, it was not
bringing the best colour out of the piece and
in specific parts as well.
For example, the added artificial light
located near the can is important as it is
drawing attention to it.
Even though it has been altered to a low
opacity, it is still a main part of the advert.
The Levels are controlled by pressing The
shift key and ‘L’ whereas the Saturation can
be accessed by the shift key and ‘U’

Here I have used the Warp tool to change the size of the image. This tool is
created by selecting the main layer (Shift and T) then using the first tool on the
left where the arrow is.
This helped me enhance the energy drink underneath.
Moving the cliff downwards gives more room for the drink
to be seen.
After the Warping has finished and you have stopped
dragging the corners then you select the ‘Tick’ tool
just to the right of the warp one.
The purpose of
the effect on this
piece is that it
helps give the
impression that
the person is now
getting the
required speed to
make the jump
over.
This as well as the
Slogan helps make
the point clear.

I feel this design is thinking too much of he theme for the design of the
background and after ding more research I feel having a more simplistic
background image can bring the energy drink out better.
I feel that having an image of a person jumping and the slogan as well suggesting
the same it may be very forceful to the audience and ultimately out them off.
I liked the idea of warping the images to make them more surreal and unique,
however finding an image that is in more relation to the theme can be better,
something that is associated with both Earthquakes and giving you a lift but in a
more subtle manner so it is psychologically inserted to the viewer.
I feel as the target audience prefer a much darker shade, the colours used may
not have been appropriate to who the product as aimed at.
Looking though many Extreme sport adverts, I found out that all the drinks
focused on the colour rather than the content itself.
Having a simplistic font and background may be seen as a boring and less
exciting but perhaps the target audience is more interested in what it can give
them.

Another idea for the Advert is that of
using a background which relates to the
theme and audience who is is aimed
towards.
As it is the first idea of the
development stage it does not have the
full content such as web links or social
media sites.
The font is the same on the packaging,
however it has been made slightly
lighter to blend in with the low opacity
on the can template.
I prefer this background as there is less
happening and makes the can stand out
more due to its sheer size and
positioning.
To bring the colour out of the can I wanted
to use some natural aspect to relate to the
brand name.
Also, instead of having a slogan that suggests
the lift you receive I feel having the
background image in outer space can provide
that in a more subtle way.
The use of the new slogan is to suggest that
the drink gives you a feeling that you can
jump as high as you want and there is no
limit to how far you set yourself.

To create the extra brightness
on the can I used the contrast
tool found on the right hand
side of the Photoshop
document.
This was found just above the
layer sections. The idea behind
this was to just enhance the
product even more.
As it this is just a first draft it
is just the imagery and slogan I
wanted to focuses on and later
developing upon it.
I like how the background of
the advert shares the same
theme as the product and that
of an extreme style.
The target audience will be enticed by this
due to the loud manner, this is an exciting
advert that makes you want to buy the drink.
To develop this advert rather than the other
design I would add some text to the bottom
right including both Twitter and Facebook due
to the age range targeted being of that
demographic.

Here I have developed further
to the idea, I have decided on
the background now, however I
felt that alterations were
needed for both the slogan and
how it was portrayed.
I wanted to include the name in
the advert but through the
slogan rather than take up more
space on A3 promotional sheet.
Incorporating it into the slogan
now gives the reader the name
of the brand as well as what it
can offer you.
Using the ‘twist’ tool after
selecting the text was a good
way to show the slogan off
more than what is was doing.
The advert was trying to get an exciting and
vibrant brand across and plain orderly text was
not showing that off enough, so tilting the text
makes the drink look very intriguing now.
The audience is that of young males who play
extreme sports and I feel that this ad does
target those, if not by the slogan then the
imagery used.

The use of the social networking sites
being added to the bottom right now
starts to put the advert in place and is
shaping into a good way of promoting
the energy drink.
The image itself was chosen well
because the light is spread out in one
section of the piece so I was able to
place place the energy drink and name
of the can under the bright shade.
Using the name in the title helps me
place it over the product so it can be
easily acknowledged.
The can will be developed upon for
later designs. I feel that the
composition of the can was good due
to being large enough to notice as well
as not taking the attention away from
the slogan.
The use of the opacity tool helps bring
the light through the can better and will
be considered when the final product is
placed in at a later time.
The font colour was chosen to stay along
the lines of the theme and shades chosen
on the can itself.
Having lighter tones again helps keep the
piece together with the colour overlay
supporting it to make sure it is still
readable.

I have changed to font to Comic Sans MS. This
is because I felt that it suits the tone of the
piece better and blends in well.
I also kept a slight tilt to the text but decided
to alter it slightly as it needs to be read still.
I also imported the image again to make it
better without any poor resolution.
I then help the shift key whilst enlarging to
retain the correct proportions.

Here I have been adding the
finishing touches to the
design, that of using the ruler
lines provided which can be
found at the top and side of a
Photoshop document.
This helps me adjust the text
so that it is of a professional
standard.
In relation to adjusting, I split
the slogan up into two
sections.
This as so it can be easier to
identify the product, having
it in a different font and size.
And also so it helps fill the
white space on the right hand
side of the image.
Using similar colours for all the text but having
a hierarchy in the size can help the viewer
understand which parts are the main and most
important and which are less so.

Inspiration
This swerve at the bottom from Coke is what inspired me to add something a
little more creative to the advert, especially working with darker backgrounds.
I also liked the minimal text and the idea that less is more applies here. The
required content is included but the lack of any additional text is what I want to
reflect in the product and hopefully the target audience will relate to.
The buyer wants a drink that will give them the required energy to see them
complete a sporting activity at a high standard.
Having just enough energy in the drink can be
seen with having just enough text in the
advert, or just enough in the product itself.
They are designed to let the audience know
that no added preservatives are included.
The use of the orange text on the dark
background was something I felt worked to
help show the product.

Task 6: Advert Evaluation (Monday)
You should evaluate your final piece.
What are the technical qualities of your work?
What are the aesthetic qualities of your work?
Are there opportunities for further development of your work?
Are your final pieces are fit for purpose?
What areas of planning and development worked well?
What areas of planning and development could have done with more work?
What effect did you think your development stages had on the final
product?
You should present your evaluation using a mixture of text and images.
You should use images of existing products for comparison.

Task 7: Product Development
Use this to record the variation and
progress of your product packaging.
Take lots of screen shots.
Use this space to comment on your work or
fill it with images with short annotations.

Task 7: Packaging Evaluation
product?

Task 8: Web Banner Development
progress of your web banner.

Task 8: Web Banner Evaluation
product?

Storyboard development
Use this space to document your storyboard development.
There should be lots of variety here. The more options you look at now,
the better your final piece of work.

Task 9: Storyboard Development
progress of your web banner.

Task 9: Storyboard Evaluation
product?

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