Tutor: Jane Smith
Submitted by:
Taylor del Pico (n00000000)
CCB102 S2 2022 A2: Project Artefacts
( Due by 11:59 pm AEST on Friday in Week 12 )
1A. COVER PAGE
(listing your name, student
number, and tutor)
COVER
PAGE
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Easy Eats – Project Artefacts This brief aims to utilise graphic design to reduce the extensive queueing times for food and drink currently detrimental to patrons’ experiences of AFL games at the Gabba. In the interest of keeping this solution manageable, the target audience are men and women aged 21-35 who are members with the Brisbane Lions’ AFL team and earn a salary upwards of 85k a year.
Effectively communicating this solution necessitated a suite of four omnichannel designs: an email, a flyer, an app and a poster. Of these, the email and the flyer are informative, with the email directly informing the AFL member mailing list of the service while the flyer informs attendees at the game. The app guides consumers through the ordering process and the poster directs consumers to their designated kiosk indicates their purpose to be instructional.
Certain elements of each design were manipulated to maintain consistency and mitigate differences across design mediums. The Easy Eats logo was placed across all designs to underpin the services’ branding, as was the contrasting blue and orange colour palette. Visual communications design often manipulates strong contrast to draw attention to elements and enhance the overall effectiveness of the design (O’Connor, 2015). Through the logo’s consistent placement on a white background, and competing shades of blue and orange, the level of differentiation created ensured the logo’s recognisability, even when not the focal point of the design. Further, while the typography across the suite of designs varied in accordance with what best-suited the relevant medium, using the same selection of fonts across all platforms secured design compatibility.
To keep the consistency with all visual communications on the designs, Paul Hekkert’s theory of ‘Design aesthetics: Principles of pleasure in design’ was applied (Hekkert, 2006). A focus was placed on sourcing the right icons for the design platforms, particularly for the app. due to constructing the easy-to-follow structure that can bring the effectiveness and pleasure of its intuitive visual layout. The fun, cartoon aspect of the icons is intended to attract the audience's attention. Through the communication of the simplistic imagery, such as an icon, is outlined as “a sign which refers to the object that it denotes merely by virtue of character of its own” (Kralemann & Lattmann, 2013). This is established in our design choices in order to display the icons own distinct characteristics.
These graphical presentations turn into ‘User Interfaces’ (Mackinlay, 1988). This is defined as active presentations that allow a user to manipulate interface presentations and affect the
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corresponding applications (Mackinlay, 1988). This relates to our design platforms of the poster; email; flyer and app due to our aim for our target audience to interact with our designs. Thoughtful considerations of our digital designs surmised that in order to be aesthetically pleasing, a focus on ensuring the content of the designs to be impactful and coherent, whilst enhancing the interactivity of pleasure was identified. Through this, we believe the designs are supported the theory of principles of pleasure in design by Hekkert due to all the design platforms informs to the ‘gratification of the senses of sensuous delight’ (Goldman in Hekket, 2006).
1B. CONTEXUALISING NARRATIVE (approximately 3-5
paragraphs [up to two pages] that provide justification and
rationale for your A2 design and channel decisions)
CONTEXUALISING
NARRATIVE
• Begin with a one-sentence
statement of problem/
issue, followed by a one-
sentence definition of target
audience and a one-sentence
statement of your design
concept
• Briefly respond to any A1
feedback your tutor provided
and how you’ve adapted your
approach accordingly
• Spend the bulk of this
narrative on providing
rationale and justification for
your visual communication
choices (referencing specific
visual literacy principles) and,
importantly, for the channels
you selected and why they’re
the most appropriate ones
for your audience and your
concept.
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• Ensure your submission is a
PDF and follows the general
structure above
• Multimedia content (eg,
content with motion
or interactivity) can be
uploaded as a separate file
but a screen shot of a pivotal
frame should be included in
the above structure with your
other designs
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1F. DESIGN OVERVIEW
(illustrating your suite of
artefacts all on one page)
DESIGN
OVERVIEW
• Consider the appropriateness
of the message to each
channel
• Consider how well each
design works together as a
suite of messages
• Include a reference page
after if you’ve used any third-
party assets (photos, icons,
etc.) in your designs
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Email communication is an effective means of communicating with a target audience of men and women aged 21-35 who regularly attend AFL games at the Gabba. Studies show that email marketing is up to 40% more effective than social media (Reis, 2019). Furthermore, email marketing is an effective form of communicating crucial messages and information to clients regarding the Easy Eats service and how the desired target audience can make use of the service and the benefits it can offer them. The multimedia design of the email was created in order to present information in a way that readers can easily understand and view on a screen in a variety of contexts such as on a computer or mobile phone in varying levels of lighting.
EMAIL
1C. DESIGN DETAIL I
(ensure that your designs span
both physical & digital channels)
DESIGN
DETAIL
1
• Dedicate a single page to
each of your (at least three)
designs
• Label the design with the
specific channel you’ve
selected (eg, ‘Instagram post’
or ‘Instagram story’). It’s not
specific enough to just say
‘social media post’.
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A flyer was created to present patrons with service information whilst offering a discount off their first order. This mode of communication was chosen because research has demonstrated that print advertising can be more effective than online advertising, with 77% of those aged 18-34 experiencing deeper stimuli when presented with paper advertisements (Snap, 2017). Furthermore, discount offers have been shown to convert potential consumers whilst increasing brand loyalty and sales (Sharma, 2019). Flyer
1D. DESIGN DETAIL II
(ensure that your designs span
both physical & digital channels)
DESIGN
DETAIL
1
• Dedicate a single page to
each of your (at least three)
designs
• Label the design with the
specific channel you’ve
selected (eg, ‘Instagram post’
or ‘Instagram story’). It’s not
specific enough to just say
‘social media post’.
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The creation of an app allows consumers to use the services offered by the platform instantaneously. The design of the app provides consumers with an easy to navigate platform that is both nimble and can be adapted to different orientations. The application facilitates the actions that consumers need to accomplish through such a platform, such as browsing the available food and beverages on offer, placing an order, securing payment and information regarding food collection and location. Mobile App
1E. DESIGN DETAIL III
(ensure that your designs span
both physical & digital channels)
DESIGN
DETAIL
1
• Dedicate a single page to
each of your (at least three)
designs
• Label the design with the
specific channel you’ve
selected (eg, ‘Instagram post’
or ‘Instagram story’). It’s not
specific enough to just say
‘social media post’.
4
Email communication is an effective means of communicating with a target audience of men and women aged 21-35 who regularly attend AFL games at the Gabba. Studies show that email marketing is up to 40% more effective than social media (Reis, 2019). Furthermore, email marketing is an effective form of communicating crucial messages and information to clients regarding the Easy Eats service and how the desired target audience can make use of the service and the benefits it can offer them. The multimedia design of the email was created in order to present information in a way that readers can easily understand and view on a screen in a variety of contexts such as on a computer or mobile phone in varying levels of lighting.
EMAIL
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A flyer was created to present patrons with service information whilst offering a discount off their first order. This mode of communication was chosen because research has demonstrated that print advertising can be more effective than online advertising, with 77% of those aged 18-34 experiencing deeper stimuli when presented with paper advertisements (Snap, 2017). Furthermore, discount offers have been shown to convert potential consumers whilst increasing brand loyalty and sales (Sharma, 2019). Flyer
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The creation of an app allows consumers to use the services offered by the platform instantaneously. The design of the app provides consumers with an easy to navigate platform that is both nimble and can be adapted to different orientations. The application facilitates the actions that consumers need to accomplish through such a platform, such as browsing the available food and beverages on offer, placing an order, securing payment and information regarding food collection and location. Mobile App
NOTE: This resource has been designed to offer a visual overview and indicative summary of the structure of the second piece of assessment in CCB102. It does NOT replace the task sheet and should be examined in consultation with it.
3. MULTIMEDIA FILE(S)
(only include for any interactive
or motion-based designs)
MULTIMEDIA FILE(S)
(IF RELEVANT)
• Include multimedia files,
if relevant, such as .mov
or .mp4 video files, .xd
wireframes, and other
designs that use interactivity
or motion
• Remember to upload the files
themselves to Blackboard to
be marked. Content uploaded
to third-party sites (YouTube,
etc) will not be marked.
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2. ADOBE SOURCE FILES
(showing your behind-the-scenes
work on the final designs)
ADOBE
SOURCE FILES
• If using InDesign and/or
Illustrator, use the File >
Package … command to
collate all the underlying
elements (linked graphics,
fonts, source files [.indd/.
idml/.ai], etc) into a single
folder.
• If using Photoshop, include
the .psd file. If using Premiere,
include the .prproj file.
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102 S2 20 3 A2: Project artefacts