Third and Fourth Draft Advertisement

Third and Fourth Draft Advertisement:

Third Draft:

Whilst taking photographs for our ancillary digipak I decided to simultaneously capture shots that would be suitable for the advertisement. In contradiction from the digipak photos, I knew the advertisement photos needed to be taken at a portrait angle (compared to landscape) in order to ensure that it could be easily placed into an A4 magazine, which would have this page orientation. 

I decided to initially just take photos of the underpass set itself without the light-box, as my partner and I concurred that it would be effective to superimpose text over a location evidenced in the music video to create synergy. We also particularly liked the layout and alignment of the text on the first draft of our advertisement and decided to mimic this in the 'third draft' of our advertisement. We copied the elements from our original photoshop file and superimposed them onto the adapted design, however, my partner decided to change the image of the stars to a hand-written, scribbled set of stars that appeared more 'indie'. 

Audience Feedback:

After showing the idea to our focus group we received some more critical feedback which encouraged us to create a new, more successful design. We were also told by one of our teachers that "the yellow isn't coherent with the indie genre" and therefore it would be best to adapt our colour palette to darker monochromatic colours.

"There is quite a lot of negative un-used space in this design which makes it not particularly interesting to look at. I like the text though."



Similarly, referring back to our RMA, I felt that the sole use of a background wasn't enticing enough to our target audience, as many of the artist's I researched made use of successful, yet simple, iconographic motifs which have since created a brand identity for their music and the indie genre. 

The band Catfish and the Bottlemen are a prime example of how an iconographic logo can be incredibly lucrative in creating an individual and recognisable identity. Their album cover has featured on the entirety of their promotional material and merchandise, it is unique, quirky and ultimately the humourous element to it makes it easily recognisable; this is something I wanted to recreate within our product, in order to make it stand out within the genre. 

This feedback prompted my partner and I to create a new design, utilising a different picture that I had taken in the underpass that contained the light box, which filled the 'empty vacuous space' in the frame. It also included the band's logo that had been generated earlier in the post-production phase. However, despite including the text 'debut album' the typeface and colours chosen for the text meant they were difficult to read and not highlighted enough, despite them being the incentive for our audience to purchase the album. 

Fourth Draft:

ABDULLAH: "I like the design, but I feel that the logo isn't aligned in the opening of the underpass as well as it could have been, which reduces it's aesthetic slightly. Also, you can't read the reviews because the text clashes with the background."

CHLOE: "This looks very indie and the colour scheme works a lot better than your original design. I also really like the way the lighting appears in this picture as if it's illuminating 'The Heydaze' logo."

ZACH: "The light-box is very memorable and makes the design much more aesthetically eye-catching. However, maybe you could brighten the light of the LED box to make it stand out more as you don't want it blending into the background because its  the main feature!"

REBECCA: "I really like the design and love the logo, but I agree with Abdullah, the text isn't really that visible."


Teacher Feedback: "There is a lot of negative space in the design at the top, but overall it looks good. I like where you have placed 'The Heydaze' logo."

Final Draft:

Whilst on the photoshoot, I had also taken some photos in the underpass of someone holding the light-box in front of their face, thus concealing it, as I believed this appeared highly rebellious and mirrored the scenes from old-fashioned films whereby criminals have their mug-shots taken. I believed that through using this image, people would connote these humorous and rebellious themes, therefore, remembering our product and associating it with the music. I felt that whilst the 'fourth draft' was highly successful, without adhering to the same colour scheme as the digipak, the two products appeared slightly disconnected. Therefore, I decided to trial using the 'mug shot' image to create a tester design. After creating it, I received the feedback that it was highly successful and "looked as if it was professionally made". 

               

The creation process of the design: