Design Exploration / Project 2: Design Expansion
18.10.2023 - 29.11.2023 (Week 8 - Week 14)
Takuto Hozumi / 0354047 / Bachelor Of Design (Hons) In Creative Media
Design Exploration
Project 2: Design Expansion
LECTURE
Assignment Overview
Project Brief
Expand the design developed for the competition by emerging the context
with creative technology to express “playfulness” at the heart of the
experience.
Think of creating design and content that creates awareness, educates your
audience and triggers playful reactions.
Think of designs that reflect a playful experience for the audience to
encounter through your output/artwork/prototype.
Then, think of existing or emerging technologies that can connect to your
audience and create conversation from the playful experiences.
Start by researching an area of interest and identify your audience. What
are their wants, needs, expectations, capabilities? What playful design
approaches and concepts are most likely to engage their attention?
Related Disciplines
Product & Service Design, UX, UI & Digital Design, Entertainment
Design - mass media and games.
Project Outputs
- Research - How you arrived at your solution; key insights from your research; a convincing rationale for your focus and design decisions.
- Design and technical execution - The design output should be presented in a compelling form of communication platform to deliver the idea of the goal to the audience as effectively as it is interesting.
Things to consider
- Shared experience - By combining the chosen theme and the emerging/existing technology, think of opportunities to develop and enhance a new form of experience so the audience can feel being part of a wider network?
- Celebrate playful experience - Your artwork/prototype is to engage your target audience with a sense of playfulness. How would you go about designing this unique experience AND highlight the topic at the same time?
- Get personal - Avoid generic ideas. Best outputs engage the audience to feel connected and be part of something bigger. How can your artwork/prototype bring that touch of personalised playfulness to your audience?
- Things to avoid - Remember, while the intention is noble, you are not tasked to change the worldview on the selected topic. Expand existing ideas that fit the space with playful experience in mind. Think of creating a moment of clarity, fun, a break from the world, dynamic, immersive, colourful experience with your project.
The important stuff
Your design should touch on the multiple points of the brief’s objective -
the topic itself, the artwork/prototype design, the technical exploration
and the inclusivity of playful experiences.
Constant progression follow ups and exploration (hence the module’s name)
is important. Clearly explain the rationale of each development stage
based on the identified objectives. Think of how you use your research in
making decisions and solving problems for both design and technical
aspects, and why and how your project idea will create a sense of
playfulness with the audience.
INSTRUCTION
Design Expansion
This is a continuous project from Project 1: HONOR Talents Global Design Awards 2023.
1. Idea Exploration
First, below is the design I produced for Project 1. I will review the
design style and consider the best subject matter.
Fig.1: Foldable Wallpapers (Final ver. 6/10/2023)
Fig.2: Wallpaper Overall Design (Final ver. 6/10/2023)
Fig.23: Animation (Final ver. 6/10/2023)
Since the theme is "Renewal of Life" that I interpreted harmony with nature, listed keyword ideas.
Keyword Ideas: Nature, Natural, Organic, Animal, Botanical, Environment,
Ecosystem, Ecology, Plant, Forest, Earth
Since this assignment requires a customer perspective, I then tried to come
up with products and services associated with it.
Keywords: Product Design, Environmentally Friendly Brand Series, Lifestyle
products, food, Soap, Straw, Dish soap, Toothpaste, Recycled paper, Oil,
Beauty products, Face mask, Toner, Tea leaves, Coffee, Chocolate
2. Scrutiny of Idea & Research
From the list of keywords, I would go with the following ideas.
- Type of Work: Product Design, Series of Lifestyle Brand
- Design theme: Natural and Organic
- The final outcome includes: Brand concept, Key Visual, Logo Design, Package Design, Product Leaflets and Ads Design
From these, I selected the product lines that the brand actually handles.
Fig.1: Product Idea
The brand identity will be decided after this, so there is a possibility that
some ideas will be cancelled from within this.
Fig.2: Mood board (Graphic/Package Design)
Fig.3: Mood board (Web/Ads Design)
Next, I collected images for my Mood board. In fact, some of them are actually
a bit more saturated than my design, but I am trying to achieve this overall
impression of the style.
Fig.4: Mood board in Figma
The results of our studies to date are summarized on the Figma board.
3. Brand Concept
For example, there are many companies that produce products that are not
environmentally friendly, such as food loss issues for food products and
animal testing for cosmetics. However, the visual design concept requires that
this contradiction be resolved.
After consideration, I have determined the brand concept to be as follows.
Initial Idea
Brand Name: NaturalAura
Targeting:
Mainly women between the ages of 30-50, with men as a sub-target.
From the lecturer's feedback, the target changed to unisex, 20-50.
Products: Lifestyle items and beauty products
Characteristics: Health-oriented, Environment-friendly
Signature Products: Environmentally friendly soaps, and dishwashing
detergents, Skin care items with as little animal testing as possible,
Fragrance aroma oil
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Brand Identity
Our brand, "NaturalAura", is dedicated to providing high-quality lifestyle
and food products to health-conscious individuals. We understand that life
is a delicate balance between personal well-being and the well-being of the
planet we call home. Our brand identity reflects this understanding and
resonates with our primary target audience, women aged 30 to 50, while also
appealing to men who share our values.
NaturalAura is committed to health and sustainability. We source and offer
eco-friendly soaps and dishwashing detergents that are gentle on the
environment. Additionally, our skincare line is designed to minimize the use
of animal testing, reflecting our concern for animal welfare and our
consumers' values. We prioritize naturally derived ingredients and minimal
environmental impact in all our products.
Catchphrase
"Harmony for You, Harmony for Earth"
Our catchphrase embodies our brand's essence. At NaturalAura, we believe
that living a healthy, eco-conscious life should be a harmonious experience.
Our products are carefully crafted to promote well-being for our customers
and respect for the environment. We're committed to making the world a
better place, one sustainable choice at a time.
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While this information may not directly affect the design, it is unavoidable
due to the nature of my project to design a brand. They will be included in
the final deliverables in the documentation.
4. Brand Identity & Visual Design
From the brand concept I had determined so far, I decided to start with a logo
design.
Fig.5: Logo Design Drafts
First, six types were created to determine the direction of the design. After
consulting with our lecturer, we decided to use the deer logo in the upper
left corner in terms of originality.
However, I simplified the shapes a bit because this logo could look too
complex and crushed when displayed small.
Fig.6: Concept Board
The board was created with an improved logo and a brand concept. This will be
included in the Brand Proposal, which is the final documentation I am aiming
for.
Fig.7: Key Visuals
Similarly, a key visual was also created. Since the impression of this project
had already been clearly defined at the Project 1 stage and also at the
beginning of Project 2, during the research and mood board creation stages, I
gathered images from stock photos and other sources to create a visual that
would match.
5. Product Design
For this project, the brand was identified as a natural cosmetics brand, which
requires a specific product image. Furthermore, one product was not enough; I
determined that perhaps five or more samples would be desirable.
Fig.8: A Bundle of Skincare Items
Fig.9: Box Design for Product Fig.8
I wanted to provide samples of series products as well as single product
sales, so I created the above Figs 8 & 9. The packaging design was also
created based on the artwork created in Project 1. It is assumed that recycled
paper is used for this.
Fig.10: Product Sample 1
Fig.11: Product Sample 2
Fig.12: Product Sample 3
I created the actual product images while deciding on the product concept and
name. The above examples are just some of them.
Fig.13: Showcase Example
The design produced must be more than just a photograph. Therefore, I will
include the name of the product and a brief description of that product in the
final design, which will be shown within the final document. The image above
is an example.
Now that the product details have been finalized, I proceed to graphic design
work to further flesh out the project.
Fig.14: Designing Product Leaflet Design
From the images produced and the product concept, I extracted the
catchphrases and text as appropriate, and designed the product. These tasks
were performed by illustrator.
For example, the main note of this essential oil is set to be lavender,
which is represented by the lavender illustration (white line art).
Fig.15: Completed A4 leaflet design 1
Fig.16: Completed A4 leaflet design 2
5. Summarize & Documentation
Finally, I summarize all my walk-throughs in a single document.
Fig.17: Documentation Process
This document is defined as a brand proposal. The scenario takes the form of
a proposal in terms of design, after market and customer research and
profitability have been considered. Therefore, it does not include data like
a business proposal. Only the design and aesthetic aspects are presented.
FINAL OUTCOME
Final Outcome Folder
Project Rationale
(350 words)
Inherent in nature are elements of playfulness, such as vibrant colors,
diverse textures, and an overall sense of freedom. By incorporating
these elements into the design of this beauty brand, I am establishing a
connection to the playfulness found in nature. Playfulness is often
associated with positive emotions and experiences. By designing a brand
that not only offers beauty products but also promotes a joyful
lifestyle, the aim is to establish an emotional connection with the
audience.
"NaturalAura" is dedicated to providing beauty products for high-quality
lifestyles to environmentally-conscious individuals. Life is a delicate
balance between personal well-being and the well-being of the planet we
call home. The brand identity reflects this understanding and resonates
with our primary target audience.
The target audience, comprising individuals aged 20 to 40 of unisex, is
in a phase of life where the pressures of daily responsibilities and
environmental concerns are significant. This age group is seeking
products that not only address their beauty needs but also resonate with
their values. The brand's emphasis on promoting joy and pleasure in
daily life, coupled with the use of natural ingredients, contributes to
an overall message of well-being. Beauty routines, often seen as a
chore, are transformed into moments of self-care and enjoyment. This
approach aligns with the audience's desire for holistic well-being and
stress reduction.
I know that not a small number of customers are heartbroken by the
environmental destruction that has occurred in recent years. It is true
that beauty products have similarly affected the environment through
animal testing and chemical specifications. As another value to
customers, my brand was designed to have as little negative impact on
them as possible. The brand's focus on natural beauty aligns with the
growing concerns about the environment. By choosing eco-friendly
packaging, sustainable sourcing of ingredients, and adopting
environmentally conscious practices, the brand communicates a commitment
to addressing broader issues. For these reasons, I believe this beauty
brand is appropriate for this assignment.
Final Documentation
Fig.18: Project 2 Final Documentation, Brand Proposal (1/12/2023)
Design Work
1. Brand Concept, Key Visuals
Fig.19: Brand Concept Board (1/12/2023)
Fig.20: Key Visuals (1/12/2023)
2. Logo & Brand Design Regulation
Fig.20: Logo & Brand Design Regulation (1/12/2023)
3. Product Design
Fig.21: Botanical Bliss Hand Wash (1/12/2023)
Fig.22: Pure Harmony Botanical Blend Essential Oil (1/12/2023)
Fig.23: Radiant Skincare Essentials Set (1/12/2023)
Fig.24: Rose Quartz Trio (1/12/2023)
Fig.25: Sakura Blossom Radiance Shampoo & Nourishing Leave-In
Treatment (1/12/2023)
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Fig.26: Graphic Design 1 (A4 Leaflet) (1/12/2023)
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Fig.27: Graphic Design 2 (A4 Leaflet) (1/12/2023)
.jpg)
Fig.28: Online Ads 1 (SNS use) (1/12/2023)
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Fig.29: Online Ads 2 (SNS use) (1/12/2023)
REFLECTIONS
Experiences
We were required to further develop the artwork determined in Project
1, and to keep the project in line with the theme. This was an
interesting assignment that forced us to make independent choices
because of the variety of options, including interactive and
non-interactive options, and the high degree of freedom.
Observation
Although I myself was not very interested in the environment, I
actually painstakingly researched it when determining the brand
concept and Rationale, and I believe it was beneficial as a
comprehensive learning time that was not limited to design work.
Findings
In Project 1, I completed the artwork according to the competition
theme, so my theme tended to be pulled by that in this Project 2 as
well. However, the relatively free path to the final deliverables, and
the fact that I spent a lot of time thinking about it, gave me a lot
of information that is not superficially reflected in the final
deliverables. I found this personally interesting, not as an
assignment.
FINAL REFLECTION
I learned two main things through this module. The first is
technical and the second is the way of thinking.
As a technical matter, first of all, the flow of package design,
printing, assembly, photo-shooting, and documentation in such a
short period of time was impossible, and as a result, it was created
using photoshop editing and computer graphics. I learned about
techniques for making logos, packages, etc., created in illustrator
align perfectly with the objects in the photo. I also thought that
the idea generation part was the key to this assignment. Therefore,
I spent a lot of time researching and thinking about how what I
wanted to create could coexist with the design direction already
determined in Project 1 and the given theme of "playfulness". In
actual business situations, it is very important to know how to
clear and convince the client of the specified conditions. In this
assignment, I still don't think I was able to come up with a 100%
satisfactory outcome, I am aware that there are areas where the
evidence is weak or feels contrived, partly. Even so, given the
subject matter, I think rationalization is a very useful technique.
Next, about mindset, this is not about mine, but about people's mindset in the course of the survey. To be honest, I am still skeptical of vegans and overzealous environmentalists. In light of the given theme and the design style of Project 1, my answer was to propose such a brand, but upon closer examination of the brands that are actually made with the environment in mind, it appears that many of them had no scientific basis. Some young people these days are too passionate and radical on topics such as environmentalism, feminism, LGBT, veganism, and discrimination issue. I believe that this may be due to a psychological need to belong to some greater righteousness. Of course, there is also the negative influence of liberals and leftist activists who promote it for the financial benefits. But for unstable people who feel themselves to be disadvantaged, I think this is a natural thing. It is a neo-religion, so to speak. Interesting, but I have no desire to join in, so I myself will be watching calmly from the outside.
I even mentioned a somewhat unrelated topic, but it was a lot of fun to
advance the design based on a set concept, as if advancing a game. So I felt
playfulness myself, could this be another rationale? Anyway, I will keep in
mind that design is not only about visuals, and continue to work hard.
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