SB2 Crit

FEEDBACK

• Could you base a publication on human error
• Deliberately showing errors in publications like crop marks 
• Digital supporting platform to spot the errors 
• Look at practical errors in publication e.g. binding, crop marks
• The idea of errors rectified on digital platform - website 
• Use the publication to convince audience with inevitable future
• Recognise surgery is not just a game of operation its changing with a rise of technology 
• Publication should de bunk why people are against surgical robots
• Make a digital publication, e-book or e-publication

DEVELOPMENTS 

E-publication with errors FOR Robotic Surgery 
Attached online platform with errors resolved

Audience: People against robotic surgery

Problems associated with e-publications/e-books
- Scaling to fit all devices - scale 
- Legibility
- Spelling mistake 
- Colour off 
- A Typeface doesn't fit 
- Error 404 page cannot be reached 

SB2 Initial Ideas

Initial Ideas I created visuals including illustrations and GIFs that could be used in a moving image campaign or publication. Initially I was just trying to visualise the topic to see which approach would be most suitable however the topic is based on technology making digital perhaps the most suitable method of distribution. 

Digital Illustrations 

GIF's

Effective Visual Communication

Why are these examples effective?

- Unique layout 

- Image composition 

- Type placement 

- Simplicity 

- Incorporating everyday objects into highlighting an issue

- Image symbolism easy to understand, high impact

Online Campaigns

Awareness Raising - Worldwide Breast Cancer

Labelled #KnowYourLemons, this campaign was designed to promote awareness of the various signs of breast cancer on Facebook. Using lemons bearing various breast cancer symptoms, the advert reminded women that lumps are not the only symptom. By using an everyday object to depict 12 different signs, the image cleverly gets around censoring rules and aims to help women overcome fears about checking their breasts, through friendly humour.

Multichannel & VR – Ted Baker

Ted Baker used a highly original, multichannel approach to refresh the brand and create a new interest among its followers. It achieved this by developing a comedy sitcom named ‘Keeping up with the Bakers’, that played episodically on Instagram Stories over an eight-day period.

 The Instagram campaign ultimately led to a 360-degree movie in which the items owned by the characters could be purchased. The sitcom tells the story of the Baker family who appear to be the picture of suburban utopia, yet beneath the airs and graces the family aren't quite what they seem. Hooking the audience with a narrative, the Bakers’ takeover on social also encouraged followers to get involved, invent their own endings and win prizes. 

With 55% of 18 to 29 year-olds in the US using Instagram, and the next largest group at 30 to 49 years (28%), the brand used Instagram Stories to attract the younger audience to great success. The movie’s trailer was watched 1.9m times with 19,000 likes on its social campaign.

The shoppable film, complete with VR element allowed viewers to be completely immersed into the Bakers’ world. When done well, original and hi-tech marketing campaigns can really pay off, with Google Analytics showing that 360-degree video typically results in a higher click-through rate, as well as increased engagement through social shares.

What we can learn from these campaigns is that knowing your audience and keeping on top of trends can provide huge opportunities for brands as it can make campaigns relevant and shareable. In addition, more often than not, these campaigns leave customers with overwhelmingly positive emotions - humor, empowerment and human connection which touches the hearts and minds of their audience and encourages them to engage, share and take action.

Timely - Airbnb

Airbnb used video to show their full support for acceptance of people from different places and backgrounds. Without directly expressing the link, the timing of this campaign indicated that Airbnb was voicing their opinions on recent political policy. The ad was aired on TV during the Superbowl, just days after President Trump’s travel ban. In this way they cemented their position as a world-renowned brand with a focus on acceptance.

Although political statements in marketing can be hit-or-miss, Airbnb successfully capitalised on this trending topic to take a stance on an important issue while re-enforcing positive consumer perceptions about their brand. The advert racked up almost 5 million views within its first month on YouTube and 100,000 views on Instagram. 

The hashtag started gaining traction on social media from celebrities and politicians including American Football legend Joe Montana, former Labour foreign secretary David Miliband, as well as former US secretary of state John Kerry.

OUGD505 SB2 : Research

Issues considered:
- Stalking 
- Abduction
- Shootings 
- Robots replacing doctors
- Brexit
- Women in combat 
- Body positivity
- Dark web
- Fake news

Research Methods 
Survey 
Talking to people 
Visual research 
Videos 
Discussion of findings Articles 
Books 

SB2 Research Presentation Crit

Feedback received confirmed in depth research presented an informative topic in the presentation. Perhaps further developments could involve narrowing the subject down fore example specifically to robots in surgery. Feedback also encouraged thought into a practical approaches such as methods of recording or video and photography and how i could present the practical project using these methods. Other considerations can . include would it be good to experiment with limitations, such as how much control they have.

Research further including the following methods: 

Video research

Book research

Visual research (images) 

Personal view

Possible practical approaches: 

Robots in surgery and everyday

Human/robotic error campaign
Opinion of a doctor vs a patient

OUGD505 SB1 : Initial Ideas

Idea: Finding Alexandra 
Map Route : Alexandra Home to Alexandra Road 

Visual References:
Shopping centre maps 
Uber map 

Using shapes

$

Underground Map

Uber Map

›

Mapping the route

Way-finding the route

Initial Ideas

Initial ideas were inspired by visual references of existing maps such as Google, Uber and shape maps. The use of shapes to map a route is different and created a more abstract aesthetic. The use of shapes can also be used to create imagery or pattern making the mapped route perhaps more interesting, initial ideas experiment with this and repetition as an aesthetic. The colours experimented with aim to visualise contrast and personality the tonal shades work well to visualise a map more effectively over solid colour. 

The two typefaces aim to represent a generic map combined with the more personal route and design style of the map. The placement of type could be further challenged but initially placement aims to be similar the actual map or original visual references and even though the style is slightly more abstract still provide an audience with a rough idea of the surroundings and navigation of the route.

OUGD505 SB1 Crit

What are you mapping?

A personal route, Alexandra Rd to Alexandra Home 

How?

Using a shape aesthetic inspired by existing visual references of shopping centre maps

Why?

Maps a personal route using a personal aesthetic style 

Feedback 
What's working/what could be improved  
The pink works well to visualise the personal concept, the varied shades works well however the contrast between black and pink works very well. The map could be improved after taking the route and incorporate the findings somehow. How can you make a map more personal, perhaps use objects. 

Could think about...referring to different shades to an aspect of the route 
Could look at... researching thermal maps 

Further Development
Research thermal maps 
Take the route and gather findings/primary research
Use personal objects (shoes) to map route