About
Tatum Shawver is a veteran of the U.S Navy, holds a bachelor's degree in Graphic Design from Full Sail University, and is currently pursuing her Master of Fine Arts in Media Design at Full Sail University. Tatum enjoy's spending time outdoors and traveling with her husband and son riding and attending dirtbike races along the way.
Intention Statement
In April 2024, I enrolled in the Media Design MFA Program at Full Sail University. As a recent Graphic Design graduate, I decided to pursue this program to help me with my professional goals of opening a graphic shop to gain a better understanding of clients’ needs buandy personal growth towards astery.As a professional, completing this program will provide me with a greater understanding of how psychology plays into our design choices and how to present that to my clients. As a professional, completing this program will provide me with a greater understanding of how psychology plays into our design choices and how to present that to my clients.
When I thought about my career goals and how I wish to open my shop I thought about how I would approach clients and understand their needs, I looked more into what I could do about that and found the MFA in Media Design Program.
In the past I have been primarily focused on all the design aspects that I could learn often overlooking the practicality of it or how well it’s going to translate to different platforms, I plan to deep dive into how and why certain designs don’t and work better on communication with clients.
Over the next 12 months, I look forward to learning about the psychology of Graphic Design, defining clients’ needs, and the organizational structures within the field. I am excited about this since it will help equip me with the necessary tools in my mastery journey which will help me in my entrepreneurship journey.
I am also excited about immersing myself in measuring the effectiveness of a design and how I can ensure that I produce the design that most aligns with the client’s needs while being clear and concise.
Inspiration in creativity (Post 1)
“Spirit that could not be broken. You do not yield."
-Sarah J Maas, Kingdom of Ash
This is something that I am reminded of when I feel like giving up, like I should give up. I swear I hear an old wise voice yell at me, "YOU DO NOT YIELD!" like a kick in the pants, reminding me what I'm fighting for. No matter how hard things may seem, the outcome will be far greater than anything that I can imagine.
Inspiration In Writing (Post 2)
We cannot become what we need to be my remaining what we are.
-Max de Pree
I remind myself that to grow and accomplish all that I set out to do, I must push myself. We cannot learn if we are stuck in our old ways of thinking or when we allow others to bully us into something we are actively against. I strive to find comfort in the uncomfortable.
Mastery Journey Timeline
MDM525 Week 1
Vision
My aspiration is to create impactful designs that deeply connect with people while staying true to myself.
I value the time and dedication put into something, as well as my family.
I am always finding creative solutions to problems others overlook, and I think critically about the design choices that I make.
When I reflect on my life, I hope to have lived with integrity and made choices that I can be proud of. I also hope to have inspired creativity in those around me and to have been considerate in both my personal and professional life.
Values
Dependability, Sincerity, Balance, Adventure, Intuition, Boldness
Mission Statement
My motivators are to demonstrate to my son that with determination, one can achieve their goals, regardless of any obstacles. I aspire to provide a comfortable life for my family.
By the time I am 35, I aim to have my own graphics shop, land,have established a comfortable life with my family in Oklahoma.
Pillars of Mission Statement:
- Financial Stability: I am striving to ensure a financially stable future for my family.
- Integrity: Uphold ethical standards of not only myself but others.
- Creativity: Harness my creativity throughout my career to propel me forward.
- Family: Ensure I stay true to myself by putting my family in my mind in all decisions.
Motivated not only by the financial well-being of my family but also the mental well-being of my loved ones, as well as my dream of owning a graphics shop and living on our farm in Oklahoma, I am committed to learning all the necessary skills and knowledge in the field of design psychology. My goal is to achieve this by the time I turn 35 while making a positive impact on those around me.
Weekly Design Challenge
MDM525 Week 2
How Design Research is Imperative to the Design Process.
Every artist aspires to captivate the masses and effect change through their artwork, regardless of its scale. Nonetheless, some artists fail to recognize the value of thorough design research. By investing time and effort into researching the subject of a project, artists can create more informed and influential work. Ideas that connect to people on a deeper level and as well as a deeper level of satisfaction. The importance of design research is often underestimated in the art world, artists can become so immersed in their creative process that they overlook the essential preparation needed before beginning a project. Neglecting to conduct thorough research can fail to meet the expectations of clients and audiences. Design Research is crucial to the design process because it effectively showcases the social, ethical, and cultural needs of your target audience/client while also ensuring the creation of the best possible user experience.
Many artists and designers often feel daunted when faced with the task of conducting research. The thought of engaging in systematic and repetitive tasks can be off-putting and uninspiring for those who are more creatively inclined. However, gaining an understanding of the intersection between design and research can help alleviate these overwhelming feelings. This intersection can be explored through three distinct approaches: research for design, research into design, and research through design. When engaging in research for design, the focus is on gathering information with the product in mind. This involves collecting the necessary data and insights to inform and guide the design process, ensuring that the final product meets the intended objectives and requirements. Noting that “Design is about building the right thing and building it right (Mehmet Aydın Baytaş, 2020).” In design research, the focus shifts to both the design itself and the designer. This involves examining the design process from an external perspective. On the other hand, research through design entails taking a non-design problem and applying design principles to solve it.
Design research involves gathering, analyzing, and interpreting data to inspire and provide context for designs (Stembridge, 2023). Understanding the difference between quantitative and qualitative research methods leads to well-informed decisions. Qualitative research involves collecting and analyzing data to gain a deeper understanding of the social realities of target audiences, while quantitative data is the process of collecting and analyzing numerical data. Qualitative data provides insights into design aesthetics, cultural trends, historical context, and a better understanding of complex human needs and patterns. A mini mock study conducted by Qualtrics on a furniture brand showed that when a brand takes the time to ask their consumers about their preferences in furniture functionalities, colors, and materials, they can take those results into account when creating new pieces. Once the furniture company understood their consumers' wants and needs, they noticed a boost in sales as well as attracting new customers (Stembridge, 2023). The company conducted qualitative research into its consumers’ aesthetics and cultural trends to bolster its design decisions. By using the gathered data, Qualtrics was able to understand the gaps in their audience's needs and preferences, mitigate some risks, and create better outcomes for their company.
The design research process is guided by four essential methods to ensure the right approach is used at the right time: Discovery, Explore, Test, and Listen (Stembridge,2023). During the Discovery phase, it is important to establish a clear direction for the design and review relevant literature. The Explore phase involves delving deeper into the design, shaping concepts, and conducting thorough reviews. Testing is crucial for evolving the design, including usability and benchmark testing to assess real-world interactions with the design. The final step involves gathering and listening to feedback obtained throughout the process.
Design research utilizes an ethnographic and immersive approach to deeply understand intricate human needs, behaviors, and perspectives. This approach allows for the development of effective solutions tailored to the identified needs of the consumer. With design research, you will discard all hunch-based decisions, instead opting for well-informed decisions that help you develop products that meet your users' needs (Lee, 2012). Design research is crucial for creating the best user experience (Esposito). It compels us to deeply understand the audience we are designing for, going beyond the surface level.
In an in-depth case study, researchers utilized design research methods to gain a comprehensive understanding of the needs, habits, and attitudes of consumers in Pakistan, particularly concerning emergency relief distribution. Their immersive approach allowed them to witness firsthand the genuine needs of the people and to identify cultural considerations that are often overlooked by companies. This level of insight has the potential to significantly improve the effectiveness of relief distribution efforts in the region.
The design process is essential to ensure that our work effectively connects with audiences and positively impacts people. Understanding the most effective tactics for a specific group provides a competitive edge, enhances design output, and ensures confident, well-informed decision-making every time. Design research helps you develop products that meet user needs with fact-driven support. When you take the time to understand your audience's social, ethical, and cultural needs, you are also ensuring the creation of the best possible user experience.
References:
Esposito, E. (n.d.). 4 types of research methods all designers should know | Inside Design Blog. https://www.invisionapp.com/inside-design/research-methods-designers/
Frayling, C. (1993). Research in art and design.
Lee, P. (2012, February 19). Reboot | Design Research: What is it and why do it? https://www.reboot.org/2012/02/19/design-research-what-is-it-and-why-do-it/
Mehmet Aydın Baytaş. (2020, August 23). 3 Kinds of Design Research: Research for / into / through Design [Video]. YouTube. https://www.youtube.com/watch?v=7niJ2a6HTBo
O’Grady, J. V., & O’Grady, K. V. (2017). A Designer’s Research Manual, 2nd Edition, updated and expanded: Succeed in Design by Knowing Your Clients and Understanding what They Really Need. Rockport.
Stembridge, G. (2023, October 12). What is design research methodology and why is it important? Qualtrics. https://www.qualtrics.com/blog/design-research/
Design Challenge
MDM525 Week 3
Defining Clients Needs Concerning the Overall Design Process
Analyzing the relationship between defining clients' needs, effective communication, and successfully meeting those needs is imperative for a successful design and client relationships. There is a significant distinction between knowing your client's needs and truly comprehending their needs and goals. This essay will thoroughly analyze the relationship between defining clients' needs, effective communication, and successfully meeting those needs. It will explore the importance of communication during and after the design process and common strategies for ensuring client satisfaction. This analysis draws on theories from case studies and articles to understand how critical it is to define clients' needs, communicate effectively, and successfully meet them. Defining clients’ needs, ensuring proper client communication, and meeting those needs are imperative to the design process because they help establish boundaries and guidelines as well as aid in the overall design process.
When it comes to defining clients' needs, it is more than just designing a product based on what your client initially presents to you it’s about diving deeper and truly understanding your client’s wants and needs. Before meeting a client, research the company, find its mission statement, and plan talking points (Reese, 2019) this step is important to the design process because it allows you to be able to direct the conversation in ways that will aid the overall design and effectively communicate their brand’s needs. During the initial contact phases with a client, it is important to identify your client’s goals and expectations (Elrick, 2024) to listen more than talk, this gives you the ability to know what your client expects from you and the design. Your initial meeting is crucial to the design process. Listening to how they talk about their concept and company will give you ideas on how to approach the process before you begin designing (Reese, 2019).
Margo Chase has identified six tools that are used to understand the reasons behind our design decisions. These tools include research, psychographic mapping, persona development, emotional targeting, visual brand stories, and design. By utilizing these tools, we can establish deeper connections with our clients and make a lasting impression on them (Chase, 2008). In their first tool of research, the goal is to gradually open the clients’ eyes to why something is needed, easing them into the design ideas, and where you understand your client, their challenges, and competition. The second tool that makes them unique is their psychographic map, a psychographic map is where the aspirations of the brand and the consumers meet to find their sweet spot in marketing and design. The next tools that Chase uses before they even get to designing are emotional targeting and visual brand stories, creating a persona from their target audience that gives them the ability to design truly for their audience instead of themselves.
Throughout research, the most noted and discussed aspect is the importance of effectively communicating with your client. Only through effective communication can you define your client's needs. Connick employs a Streamlined, Engaging, and Organized or E.S.O design method that heavily emphasizes client communication and feedback (Connick, 2024).
Within the SEO's, Connick utilizes a client hub where all communication with a client takes place. In this hub, a client can find all the necessary information regarding the project and provide feedback on evolving designs. Through this process, Connick has noticed an increase in client returns, communications, and design. Connick’s client design process supports the research that Koch and Liechty conducted on reducing the disconnect between clients and designers. They found that when a company did not take the time to learn about their clients, they missed making a connection and lost a potential return client (Koch, et al., 2004)
Establishing your scope and specifications is imperative, “Discussing the project scope and specifications upfront with the client has been crucial in setting clear expectations and avoiding scope creep (Wallayat et al., 2024).” Defining your scope and specifications on a project helps plan time, budget, and resources needed, this also gives the advantage of adjusting your design plan to better tailor your client’s needs. When you better understand your clients’ needs you are in a better position to follow the best design principles for your design, it allows for you not be “…afraid to try new things and push the envelope a bit as long as it still gits with the projects goals (Wallayat et al., 2024).”
Most of the work you will do on a project starts before you start sketching your first idea, you aim to listen more and talk less during your design meetings (Workerbee, 2018). You should never be afraid to ask questions. Asking questions doesn't make you look incompetent; it makes you more appealing as a designer. When you ask questions, you remove the guesswork from designing. If you have done enough research and asked enough questions, you will already have the answers about dimensions, colors, and styles."
References:
Abi Connick. (2024, February 19). My full client process for brand design projects! [Video]. YouTube. https://www.youtube.com/watch?v=uqTZQQ70mbs
Chase, M. (2008, September 4). Branding - Creative Inspirations: Margo Chase, graphic designer [Video]. LinkedIn. https://www.linkedin.com/learning/creative-inspirations-margo-chase-graphic-designer/branding?u=50813145
Koch, H. L., & Liechty, C. (2004). Reducing Disconnects in the Design Agency-Client Relationship: Is Process Management the Solution? Journal of Promotion Management, 11(1), 51–70. https://doi-org.oclc.fullsail.edu/10.1300/J057v11n01̱04
Elrick, L. (2024, January 13). Your One-Stop Shop for Communicating with Design Clients. Rasmussen University. https://www.rasmussen.edu/degrees/design/blog/communicating-with-design-clients/
Reese, M. (2019, October 18). How to run your first design meeting with a client. Medium. Retrieved May 22, 2024, from https://medium.com/quark-works/how-t
Wallayat, B., Jenkins, S., Hossain, M. (2024). How can you understand client design needs and preferences in layout design? LinkedIn. https://www.linkedin.com/advice/3/how-can-you-understand-client-design-needs-preferences-uzzkc
Workerbee, & Workerbee. (2018, January 24). 10 ways to improve client communication. 99designs. https://99designs.com/blog/tips/ways-to-improve-client-communication/
Design Challenge
MDM525 Week 4
Design Challenges
Week 1 Required:
Week 1 Optional
Week 2 Required Challenge
Week 2 Optional Challenge
Week 3 Required
MDM530 Week 1
Branding for attention
Brand attention is the degree to which people can identify, engage, and react to your brand, it shows how well you gain and hold customers’ attention. When brands utilize effective psychological communication methods within their brand, you better understand how the brand fits into the journey and decision-making process for the customer (Johnson, 2024). Adams (2021), states that brands started as simply a way to identify who the maker was, gaining trust and attention, nowadays it has grown complex, it tells the consumer more than just the basic who, what, where, and when’s of the mark. This is why it is important to take advantage of the attention when earned and convert it to memory, “In order to be remembered, we need to tap into some deeper social-emotional ideas about how to communicate a message (qtd. In Johnson, 2024).” One of the difficulties that brands tend to get caught up in the mindset of trying to stay on top of the latest trends, to keep their customer’s attention is that they sometimes do not think about how something will reflect their brand, when they do this there is a risk of losing touch with your audience.
Branding for attention
Branding started as a human-created behavior that gives meaning to things (Adams, 2021), so it makes sense how integral human connection is in branding. Branding for human connection is when a brand sets out with the intention of connecting with its audience, it is built into the DNA of that brand and is showcased in everything they do. Our brain has a psychological need for connection, this is noted in The Human Brain by Malone & Fiske, who emphasized that humans naturally judge and make judgments on things and shift our behavior respectively even brands (Malone & Fiske, 2013). The brain is intricate, and compound, we are just beginning to understand the organ in our heads in turn branding is the same thing. The case study done by Monotype and Lippincott proves that with a successfully curated brand that is curated towards human connection, they establish and maintain better trust and loyalty to their clients.
Projection of Brand Personality
Projection of Brand Personality is when you assign human qualities to a brand and allow your customers to relate to them. Brand personality grows more and more elaborate and engaging as it grows, evolving into something that people trust. During Southwest’s rebranding, the goal was to project the brand’s human values to its customers and in doing so create a distinct brand personality that enhanced the customer’s image of the company and their relationship. The Southwest Airlines case study done by Monotype and Lippincott (2014) demonstrated the brand’s unique characteristics of warmth and friendliness with logical typographical choice and a cheerful communication style this made the brand feel more approachable and engaging to their customers. There are many benefits and obstacles to having a distinct brand personality, having a reliable and strong customer base is notable but sometimes a brand can fall into the wrong stigma and have a hard time separating themselves from that perceived stigma.
Required Design Challenge
MDM530 Week 2
Determining Audience Needs
Determining audience needs is understanding how your audience takes the information you give them and turns it into action. There’s been a growth in social media and various other platforms that provide humans with so much information that instead of simplicity society has become ever more complex. As society grows in complexity it requires more attention and research into what resonates with audiences, looking into what persuaded people to buy because “Brands do not exist without the people who embrace them (Kratz, 2024)” Once we understand that a brand relationship begins with a purely human emotional connection we can ultimately choose which approach to take that will be best suited for the brand (Cohn & Cohn, 2016).
When Campbell bought Pepperidge Farms they made streamlined changes to their products, and when they noticed a dip in sales among many things they had to take a step back. Campbell failed to understand Pepperidge Farm’s appeal to their target audience tarnishing the brand people loved and remembered. Everything that a brand is and does must resonate within the hearts of its consumers. When a brand fails to understand what emotional connection its audiences have with the brand it risks losing valuable brand trust and loyalty.
Defining a Brand’s Core
A brand’s core values are the beliefs that dictate the way the brand operates. Brand values are critical in a brand’s identity and perception. A strong set of brand values can invite employees who will not only stay but are a cultural fit, help you make more aligned decisions, and build trust among your audience (Coleman, 2023). When a customer has constant interaction, it reinforces the association they have with a brand, making “Brands need to equally address their external and internal audiences (Kingsley, 2023)” increasingly important.
When a brand shares its brand values and beliefs with its audiences, people feel more connected to the brand. “There is a clear correlation between your values and your bottom line (Coleman, 2023)” When a company builds and shares its strong culture and values audiences feel more inclined to spend and interact with a brand. When a brand shares its values customers feel more empowered by their words and actions resulting in a better relationship with the brand.
Connecting to Audiences Meaningfully
For a brand to meaningfully connect to its audience it must show that they are an ideal member of a specific ‘tribe or culture’. Having a unique brand voice, and being honest, and authentic help distinguish one brand from another and build trust with a brand’s audience. Audiences respond well to a brand message when it is consistent in their actions (Pappas, 2023). To create a meaningful connection with audiences, brands must recognize the importance of building positive emotional bonds with their audiences.
In the case study done with Pepperidge Farm’s, Campbell didn’t acknowledge the special experience that Pepperidge Farm’s products gave their customers resulting in a loss. When brands can identify the strong emotional connection, their audiences have with the product a brand can use that emotional intelligence to make the brand be more appealing, and highly successful. This emotional intelligence requires a deeper understanding of the psychographics of your audience and executing that properly.
Design Challenge
MDM530 Week 3
The Role of Strategy in Branding
Strategy in the branding process is a highly collaborative and intense endeavor that necessitates analytical skills, learning, and an understanding of creative and human psychology. Brand strategy is the tools through which a brand pursues its objectives guided by its vision and direction. Merraro mentions that a successful brand strategy “helps outline the details of your business (Merraro, 2023).”
In the rebranding of Nix Check Cashing to Nix Financial Kinecta lost trust and credibility with their main consumers by failing to understand the psychographics of their target audience. Once Kinecta understood where the disconnect between its audience and brand they were able to adjust its brand strategy accordingly. They changed the name to Nix Neighborhood Lending to reflect their purpose, extended their secondary services to better appeal to their consumer’s needs, and educated audiences about financial and secondary services. With these adjustments, Nix was able to rebuild trust and loyalty with their customers.
When a brand can effectively use strategy in its branding it can provide long-term brand relevance, create consistent brand behaviors, give compelling messaging, and create a strong customer-centric culture (Kratz, 2024). The strategy enables a brand to be relevant, purposeful, and inspiring with its market, provides direction on business strategies, influences organizations’ operations, and provides and empowers meaningful brand building. The difficulties that come with this concept are that brand strategy requires persistence and determination branding is not easy and requires a strong marketing team to run it.
Collaboration in the Branding Process
Collaboration is the process of working with others a brand’s customers, community, employees, and suppliers. Collaboration is vital to the process of building a lasting and memorable brand. Remembering that it takes a village to build a brand, how it over time bands develops within the interactions of people. Collaboration with stakeholders assures brand values
With the Nix Check Cashing case study, the company didn’t understand core customer culture and image resulting in a decrease in sales. Only through research of their customer base, they were able to understand what they did wrong and how they could correct the errors that they made. This case study is a great example of how when a brand fails to understand not only its brand but its audiences it can build disconnect versus loyalty and understanding.
Collaboration in the branding process offers numerous benefits, such as creating a brand that is trustworthy and resonates with customers. However, one potential downside of collaboration is the possibility of confusion in media and mixed messaging throughout the brand.
Adjusting Strategy for Audiences
Adjusting Strategy for Audiences means moving your brand strategy from advertisements to the way employees interact with its customers to keep the brand relevant and trustworthy to its audience. Today’s marketing requires businesses to be more agile than they ever have before (Welsh, 2020).
Once Nix Check Cashing realized its mistake in rebranding to Nix Financial, they were able to adjust its brand strategy to not only rebuild the lost trust with its consumer base but also provide secondary services to its customers. Once they adjusted their brand strategy to better align with their consumer’s beliefs, they were able to understand where Kinecta went wrong. This oversight of their core audience shows the importance of market research.
In the case study involving Kinecta, they were able to understand their customers' needs by conducting market research. They started selling cell phone minutes and added a currency-sending program. This allowed them to free up their consumers' time and improve the brand's connection to the community.
Required Design Challenge
MDM530 Week 4
Required Design Challenge
Week 1 Redesign
Week 2 Redesign
Week 4 Mastery Journal
MDM555 Week 1
Required Design Challenge
Mastery Journal
Benefits versus Features
Features are the facts that describe the elements of a product, service, or brand. Benefits describe potential outcomes, impacts, and results, giving customers a reason to buy that product, service, or brand. There is a fine line in the difference between benefits and features and it can blur if you don’t truly understand what makes them different so you can effortlessly communicate the value of a product (Pink, 2022).
In a case study focused on Volkswagen, its features and benefits were notably different from the American cars of the 1950s. Volkswagen was equipped with an aerodynamic 4-cylinder rear engine that provided a more fuel-efficient alternative to the American vehicles known for their high fuel consumption (Rogalle, 2022). These features combine to create the benefits of a fuel-efficient, reliable, and affordable family car.
One of the downsides of focusing solely on features and benefits is that individuals often become so engrossed in the specifications and technical details that they fail to communicate the actual benefits of the product, service, or brand to the consumer (Henneke, 2021). It may be tempting to show all the shiny new bells and whistles associated with a product, but it can overwhelm the consumer and ultimately drive them away from the product, brand, or service.
Personas
A persona is a fabricated representation of a brand’s specific target audience. Each brand's target audience consists of different buyer types with unique desires and needs, making it difficult for advertising to follow a one-size-fits-all model. When a buyer’s persona is utilized, a brand can gain powerful insights into its audience to better leverage decisions (Deng, 2023).
In the 1950s, Volkswagen targeted new customers with low incomes, aiming to offer an affordable family car that provided a sense of ease (Rogalle, 2022). Conversely, Tesla primarily focuses on attracting a high-income, upper-middle-class audience (Tesla Segmentation, Targeting, and Positioning, n.d.). The VW Beetle was designed to offer simplicity and comfort to its target audience, while Tesla focuses on consumers who are interested in unique, exotic cars and who support the green movement (Tesla Segmentation, Targeting, and Positioning, n.d.).
By creating a well-crafted persona, a brand can gain a deeper understanding of the psychographics of its ideal customer. This allows the brand to customize its marketing strategy, guide development, and prioritize goals more effectively. However, a drawback of using a persona is that a brand may focus too much on demographic information that is not relevant to its brand, and thus may fail to accurately represent the needs of its users.
Writing Ad Copy that Sells
Creating ad copy that sells involves crafting text that captures the audience's attention with just a few words. This includes persuasive headlines, descriptive body copy, and a compelling call to action (West & West, 2023). When writing ad copy, it's important to keep the overall goal of the ad in mind.
The main purpose of a headline is to catch the attention of its readers by reimagining an AD from the 1960’s about Beetles being a ‘Lemon”. The body copy is where Volkswagens persuades and informs readers why their rebrand is important and that they have listened to the feedback they have received. Volkswagen’s CTA is about turning negative to positive- lemons into lemonade.
MDM555 Week 2
Annotated Bibliography
Brand voice: Definition, benefits, and tips to create one. (2024, February 7). Qualtrics. https://www.qualtrics.com/experience-management/brand/brand-voice/
Qualtrics points out that for a brand to go the distance, it will need a clear sense of purpose and personality, customers must get to know and fall in love with the company's personality. Qualtrics points out that understanding the difference between brand voice and tone and understanding the differences between the two can boost customer loyalty and satisfaction, then the author goes on to give tips for creating a strong brand voice with a big personality that appeals to the brand’s target audience. This is an objective source because Qualtrics gives multiple examples of how you can create a unique and distinct personality for your brand’s voice. Qualtrics is a credible source, specializing in experience management and building and distributing surveys, this is a current source because of the date published on the web. This relates to the other sources gathered because it expands my understanding of this week’s lesson and the topics presented. This information will be used to help define brand voice in my own words as well as compare/contrast the benefits and drawbacks of this concept.
Forrester, J. (2020, December 4). The importance of brand voice and tone. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2020/12/07/the-importance-of-brand-voice-and-tone/
Forrester’s describes the importance of knowing the difference between brand voice and tone while understanding how important they are individually. A brand’s tone reflects the personality of the brand, it helps staff understand the brand’s unique qualities and demonstrates the brand's core values and goals. Forrester works for the Forbes Agency Council, giving him credibility in his field, he is considered objective because he explains why this it is important and what it can do for a brand. This source has added to my understanding of the difference between brand voice and tone, and how they work together to make the brand better connect with audiences.
Ruoff, M. (2024, May 14). How to write a radio broadcasting script (With examples). Live365 Blog. https://live365.com/blog/how-to-write-a-script-for-your-live-radio-event/
Ruoff’s main idea is that planning a live radio script is the best way to ensure that you are in the best possible position to deliver outstanding content to your listeners., she then argues that a script can help give you direction, and keep you focused. Ruoff states that if you use good structure, write in the spoken word, paint pictures, and keep it concise you will write an effective radio script. Ruoff is considered an objective source, he gives multiple ways/tips to write an effective script and provides examples of effective brand voices. Ruoff is a marketing manager with social media and radio broadcasting giving her both reliability and credibility.
Samycia, Q. (2024, June 27). Brand Tone Guidelines — the Branded agency. The Branded Agency. https://www.brandedagency.com/blog/brand-tone-guidelines
Samycia’s main idea with brand tone is that trust and transparency are key to connecting brands to customers, a brand tone must convey the personality behind the brand and align with the brand’s core values and support this assertion with statistics. Samycia then goes on to give guidelines for building a distinct brand tone and voice this makes him an objective source. Samycia is a partner at The Branded Agency a branding and creative company for businesses, he knows a lot about marketing, marketing strategy, and advertising campaigns making him a reliable source. The information presented in this article has helped me not only understand the difference between voice and tone but why separately they are so vital to a brand.
Springer, J. (2022). Behind Kraft Singles’ rap battle marketing and other pop culture plays: Brand manager Kelsey Rice discusses finding a “brazen” voice. Ad Age, 93(18), 7.
Springer talks about the strategy behind Kraft singles’ rap battle marketing and how their brand voice adjusted to appeal to millennials and not the moms who pack their lunches. Kraft noticed that with the launch of this advertisement campaign, they noted the increase in views, people talking about Kraft Singles and ultimately engaging with the content- the overarching goal of all campaigns. This is an objective source; Springer interviews the brand manager behind the campaign and discusses how and why the team went about creating this advertisement. This author is a credible source because this source comes from Academic Search Complete in the Full Sail Library. This source relates to others because it gave me another brand voice to compare to VW’s brand voice in the 1960s, this will be used to help bolster how important a brand voice is to a company.
Yellowbrick. (2024, March 21). Mastering writing techniques for radio & TV journalism. Yellowbrick. https://www.yellowbrick.co/blog/journalism/mastering-writing-techniques-for-radio-tv-journalism
Yellowbrick’s main idea is that an effective radio script is a crucial part of having stories that captivate its audiences. Yellowbrick goes on to give techniques that will help you write an effective radio ad stating that by using an active voice, writing for the ear, using visual language, and practicing you can hone your radio script to reach and appeal to more audiences. Yellowbrick is a site to gain online certifications on things from entertainment, film & media, games, design, and more they partner with universities and brands to help unlock career paths for their students making them an objective, credible, and reliable source. This source has helped broaden my understanding of how to effectively write for radio and aided in defining the concept in my own words.
Graduate Research
Brand Voice
A brand voice is the unique and recognizable personality that a brand develops to communicate through all its media channels, portraying the way a brand is perceived by its customers. A brand voice is necessary to ensure that a brand goes the distance it needs “a distinct sense of purpose and loads of personality (Brand Voice: Definition, Benefits, and Tips to Create One, 2024)” with a clear brand voice a brand can build love and loyalty with their customers.
Bernbacchs strategy for the VW ad campaign revolved around straightforward pricing, honesty, and transparency (Rogalle 2022), with this plan, they created an ad campaign that was unlike any others of the time boosting the VW beetle sales and giving shock to the ad industry. Bernbacch used negative space and turned harsh criticisms into a compelling ad series, leading to a successful marketing campaign built on trust and honesty. In comparison, Springer’s article about Kraft Singles’ rap battle embracing pop culture shows that when a brand can tailor their voice to
Without a clear brand voice, a brand doesn’t feel consistent, and human nature relies on consistency. Without that consistency, a brand will become undisguisable from its competitors, once that happens what is separating you from other companies in the minds of consumers?
Writing for Radio
Writing for Radio means writing in the spoken word meaning the script must be written in a language we use to talk to each other, paint pictures with words, allow flexibility, and stay concise are all important concepts to keep in mind when writing for radio. Ruoff in How to Write a Radio Broadcasting Script says that radio scripts help maximize your listener engagement and trust and give you a fallback in case you stumble or struggle over what next to say. In radio, the speaker always wants to use an active voice and paint pictures with their words with a script you are in a better position to get your listener to retain and follow the information that you are presenting.
In the Volkswagen People Just Can’t Stop Themselves Stalker radio ad VW used a slightly uncomfortable tone and situation that humans can picture happening to themselves creating the feel you get when you notice that brakes are required. “Some people just can’t stop themselves that’s why...” they gave a catchy attention grabber followed by a feature on the new VW Golf 7. This tone of voice is something that stays in the brand, especially within the series.
This ad done by Dodge, starts with a tone that is almost inspirational and upbeat stating “You are different so why not drive something different” almost like a challenge to the listener which is a different tone and approach to the VW, both paint a picture and elicit emotion, making them effective radio copies.
Brand Tone
A brand tone focuses on the message and what it sounds like, it is an emotional response to your brand voice, and it’s about conveying your brand personality. Without a well-defined brand tone, you risk losing authentic connections with your audience “When customers feel that a brand’s communication is genuine and resonates with their values and expectations, it fosters loyalty and trust (Samycia, 2024).” A brand tone can be adjusted to fit the context and channel it is presented on, a brand doesn’t always have to use the same tone if it aligns with the existing brand personality.
VW’s tone of voice in the stalker ad is slightly rushed and urgent guiding the listener as if it was a situation that they had been in before, it then transitioned into the classic VW confident tone that consumers have come to recognize as VW. In the Dodge ad, the tone is consistent without showcasing the classic Dodge voice that consumers are used to hearing, edging, challenging, and confident.
The drawback to a brand tone is that it can get confused and lumped together with the brand voice when two distinct characteristics are needed to keep trust and loyalty with customers.
Design Challenge
MDM555 Week 3
Annotated Bibliography
Blaess, N. (2024, June 6). What is a tagline? 50+ brilliant tagline examples. Nine Blaess. https://www.nineblaess.de/blog/what-is-a-tagline/
Blaess’s main idea is that a tagline is not a slogan. They are two very different things and serve different purposes. While a slogan promotes a specific temporary offer, a tagline has a long-term role and represents the brand. A slogan may be forgettable over time, while a tagline becomes integral to the brand. Blaess gives many examples of slogans and taglines, supporting his claims about taglines being a memorable part of a brand identity, making him an objective and credible source. This content was posted within the last year, making it a current source. This information has helped me better understand the differences between a slogan and a tagline. It has also added to my understanding of how a well-crafted tagline can benefit a brand.
How to build brand trust | Mailchimp. (n.d.). Mailchimp. https://mailchimp.com/resources/what-is-brand-trust/
Mailchimp’s main idea is that building trust is vital to growing a brand, and how people feel about your brand can impact sales and growth. Mailchimp discusses how creative, positive experiences with your brand are crucial to building consumer trust. Mailchimp is a marketing platform that gives companies tools to engage with their customers, making it a reliable and current source. Mailchimp consistently produces articles that give businesses better tools to engage with their audiences, making them a current source. The information presented in this source has helped me understand how to build brand trust with consumers and the science of loyalty. This information will define brand trust in my own words and expand on this week’s VW case study.
Indeed Editorial Team. (2023, February 3). What Is a Public Service Announcement? (And How To Write It). indeed.com. https://www.indeed.com/career-advice/career-development/what-is-a-public-service-announcement
The Editorial Team's main idea is that a PSA is a message shared with the public to raise awareness about an issue with the goal of informing and inspiring change. They emphasize the importance of thorough research and understanding the intended audience to create a successful PSA. This source is objective, as it provides information on how to build a successful PSA and highlights its benefits. I will use this information to explain the concept in my own words. This source is related to others I have gathered because it describes the benefits of a PSA and defines it.
Oppong, P. P., Owusu, J., Ansah, W. O., & Mensah, J. (2023). Brand Image and Behavioral Intentions: Mediating Role of Brand Equity and Brand Trust in the Herbal Industry. African Journal of Business & Economic Research, 18(4), 191–212. https://doi.org/10.31920/1750-4562/2023/v18n4a9
In their study, Oppong et al. analyze the relationship between brand trust, brand equity, and brand image and their influence on consumer behavior. The authors emphasize that the interplay between brand equity and brand image significantly affects consumer behavioral intentions. The study is based on 265 surveys, and the authors' hypothesis confirms the pivotal role of brand trust and equity in shaping brand image and enhancing consumer behavioral intentions. This study has broadened my perspective on the importance of brand trust in influencing consumers and has highlighted the indispensable nature of trust in sustaining a brand. Additionally, it has deepened my knowledge of how brand equity enables a brand to understand consumer behavior dynamics better.
Robinson, R. (2020, February 5). 30 Companies with Famous Brand Slogans & Taglines. Adobe Express. https://www.adobe.com/express/learn/blog/30-companies-with-famous-brand-slogans-taglines
Robinson’s main idea is that a catchy slogan can positively impact driving consistent repeat business. He talks about a tagline's value when it targets a specific need in people’s lives. Robinson points out that to craft a memorable tagline, you must dig deep into the company’s values and overall mission. Robinson is an objective source because he gives examples of effective taglines and dissects what is successful about them. Robinson writes for Adobe Express Marketing, making him a credible and reliable source. This information has helped me understand what it takes to create a compelling tagline and why taglines are effective. This information will help me know what benefits a good tagline has for a company or brand.
Smith, A. (2024, May 2). Brand trust: What it is and why it matters. Sprout Social. https://sproutsocial.com/insights/brand-trust/
Smith’s main idea is that brand trust is a way to drive growth and efficiency; when a brand establishes trust with its audience, it can boost customer retention, reduce, agitate, and drive business growth. Smith points out that brand trust is easy to understand but much more complex to obtain and that building trust must be a well-thought-out effort that captures everything from brand operations to the social content strategy. Smith is an objective source; she presents why brand trust is essential, provides tips on creating trust, and showcases examples of brands that have established trust with their customers. Smith is a content strategist at Sprout Social- writing articles to help content creators and brands connect better with their audiences. Working at Sprout Social gives her credibility and reliability. This source relates to the others gathered because it helps me better understand the importance of building brand trust and defining the concept in my own words. The information shown in this source has expanded on the information presented in this week’s course lectures.
STAND Lesson 2: Understand the genre of public service announcements | Media Education Lab. (n.d.). https://mediaeducationlab.com/stand-lesson-2-understand-genre-public-service-announcements#:~:text=Q%3A%20What%20is%20a%20public,change%20attitudes%20about%20specific%20issues.
This source's main idea is that public service announcements (PSAs) are a kind of advertising sponsored by a non-profit to convey information to the public, reinforce, or change their attitudes about issues. Media Education explains that commercials aim to increase people's awareness of a brand where, whereas a PSA's goal is to change attitudes and behaviors. Media Education Lab is a public benefit corporation that advances media literacy education, making it a reliable and objective source. This information has helped me understand exactly what makes a PSA different from a commercial and define the concept in my own words. This information has aided in my understanding of the overarching goal of a PSA.
Research
Brand Trust
Brand trust is consumers' confidence in a brand’s product and service. It is built over time through consistent positive experiences by consumers. When consumers are loyal to a product, they repeat purchases and recommend that brand to others over one of lesser quality in their experiences. Mailchimp, n.d; says that when you build brand trust, you encourage customer loyalty, draw new customers in, and strengthen your brand’s reputation. Brand trust must be a well-choreographed strategy effort that showcases the brand from top to bottom, inside and out.
The case study done with Volkswagen and its attempts to regain customers’ trust after the 2015 emissions scandal shows how much trust can rock a company. Building trust over time is easy, but a scandal invites uncertainty and unpleasant scenarios into the consumers’ minds. It is harder to regain trust than it is to build it. After the emissions scandal, VW issued an apology, marking their first step in rectifying their mistakes and rebuilding trust with the community. Research done by Oppong et al. (2023) shows that brand trust plays a significant role in the behavior intentions of consumers.
A drawback to brand trust is that without it, there would be no customers—and without it, there would be no successful businesses. Trust can be hard to build if you don’t understand the psychodynamics of your consumer.
Taglines
A tagline is a phrase or short, memorable description that clearly communicates the brand's core values and mission. A well-crafted tagline permanently expresses a brand’s greater purpose and mission (Blaess, 2024). A tagline goes beyond individual products and temporary services; it represents your brand as a whole and becomes inseparable from the brand identity over time.
Kentucky Fried Chicken’s tagline is “Finger lickin’ good. (Robinson, 2020).” This plays on when how good food is that you lick your fingers clean to get the last goodness out of the meal designed to sell more chicken. This slogan has become a part of KFC’s brand; customers came to expect not only tasty and fresh quality fried chicken but also woven into their identity. In comparison, Dunkin Donuts’ tagline is “America Runs on Dunkin,” which was crafted to sell the idea that coffee is fuel, positioning itself away from Starbucks, which claims that coffee is a lifestyle. KFC and Dunkin taglines are crafted to sell more products and ultimately accomplish that.
When a company can craft a memorable tagline that communicates its clear benefits, it can elevate the brand in a better direction and accomplish its goals. This is an important benefit that creating a tagline does for a company.
Public Service Announcements
Public Service Announcements (PSAs) are a type of advertisement that aims to inform the public about an issue and inspire action and change. A non-profit sponsors them to convert pro-social information to their audiences, to reinforce or change attitudes on issues (STAND Lesson 2: Understand the Genre of Public Service Announcements | Media Education Lab, n.d.).
In the No Kid Hungry PSA with Jeff Bridges, the message reflects their mission by showing children holding up a sign resembling one of a panhandler and providing facts to support their message of ending childhood hunger. The call to action for this PSA was when Bridges came on screen with his own sign saying, “Take the Pledge to end childhood hunger in America.”
The Elton John Aids Foundation did a PSA called “Let you Inner Elton out,” encouraging you to “help provide health equity for all” in a series of photos of people being flamboyant. This reflects their messaging of providing health care for LGBTQ+ members, and their CTA is “Join us”
Design Challenge
MDM555 Week 4
Course Reflection
Required Design Challenge
I adjusted the headline to make it more inviting and changed the font to the required one. I also adjusted my CTA to say, "Learn how you can help write Milos ending at…” to encourage the reader to visit the website and help change the ending to another dog’s story.
I adjusted the script of this challenge by not listing everything that Lucky Dog Rescue did and gave the script a little more room to breathe, I also adjusted the popping noise that Tony mentioned at the 18-19 second mark
The first scene I used opened to black for too long, and the video I used was on the screen for far longer than any of the other clips of dogs, so I adjusted the time it’s on-screen and added more. I took out unleashing happiness and changed it with “We need help rewriting stories of abandoned dogs”
MDM565 Week 1
Mastery Journal
X-Height
X-height is the visual impact of the type size, affecting how typefaces appear smaller or larger based on their x-heights. Different x-heights can significantly influence the perceived size of a typeface. (How X-Height Affects Size. 1990). Typefaces with larger x-heights can be used at smaller sizes for better legibility or readability. The x-height, which is the distance between the baseline and the mean line in a font, is determined by the size of the lowercase letter "x." This term originates from the fact that "x" is the only letter in the alphabet whose top and bottom points touch both the baseline and the mean line.
The x-height refers to the height of the lowercase x character in a specific typeface, measured from the baseline. A typeface with a large x-height can facilitate reading, such as highway signs, where time is critical. It is essential to consider readability and legibility based on the specific context (Magalhães, 2018). Looking at the x-height when choosing a font can help define which fonts will better suit the design requirements.
This image shows how fonts with smaller x-heights reduce legibility at smaller point sizes, while fonts with larger x-heights improve legibility at smaller point sizes. The x-height does not affect point sizes, so two fonts that are the same size can look different because of their different x-heights (Goodwin, 2022). When a designer needs to fit much information into a small space, a large x-height font helps ensure that all the information is legible to the viewer.
Font Families
A font family is a collection of fonts that share design features within a specific style. There are two general types of font families: generic and specific. Generic font families have serifs or cursive strokes, while specific font families consist of individual fonts with different styles under one name, such as Arial and Times New Roman (MasterClass, 2021). A font family is a collection of fonts with similar design elements.
A font family is the character design; font style is the variation within that family, such as bold, italic, medium, etc. There are many different variations of fonts; serif fonts have lines that extend from the main stroke of the character and look like little feet, while sans serif fonts do not have little feet on the character (Snider, 2013). Pairing font styles within the same family is safe, but pairing a serif and sans serif font appeals more to the eyes.
The image above demonstrates how different font families have different font characteristics with different looks and feels. Courier New is significantly lighter in the eyes than Georgia or Verdana.
Expressive Typography
Expressive typography combines typography with visual communication. According to E (2024), expressive type embraces itself as highly visual and communicates the concepts of the word. It evokes emotions within the reader and emotionally impacts the viewer. Expressive type is a tool to help craft a visual narrative that fits a specific objective (E, D. 2024). McCormick, L. (n.d.) says we must manipulate the typography, so the form reflects the meaning behind the word. Understanding all the elements of type is important to how well your design’s visual impact will be.
Required Design Challenge
MDM565 Week 2
Mastery Journal
Art vs. Design
Art has different definitions, but it is made by one or more people who wish to express themselves through painting, sculpture, poetry, and more. Art evokes feelings and emotionally impacts the viewer (Senturk, 2023). Design is more than aesthetics; it is the plan and process of creating an object. Design can be used as a tool for solving problems and may give us a feeling the main purpose of design is to solve a problem and make things easier for the viewer (Senturk, 2023). The difference between art and design is that art only wishes to exist, whereas design requires functionality.
Art and design have different intentions behind them. Intentions in a design are often product-oriented, such as cars, advertisements, and inventions that artists create to evoke feelings (Dilworth, 2001). Arthur Danto’s idea on the difference between art and design was artwork and ‘mere real things’; design often resembles a mere real thing instead of the idea of feeling evoked.
Art and design share common tools and inspire each other. Once one understands the difference between art and design, one can produce work that accomplishes all one’s goals (GmbH, 2023). Art aims to raise questions and open debates and is an act of freedom. The design aims to solve problems, communicate, and act with empathy.
Design Decision
Design decisions are a thoughtful process that requires incorporating human needs and preferences into creating a practical and purposeful solution. The ultimate outcome of this process often exhibits an elegant and beautiful quality, enhancing the overall user experience (Saffer, 2021). Designing involves the transformation of existing situations into more favorable ones and does not always adhere to a specific design methodology.
Designers rely on a combination of experience, imitation, reference, and intuition to make decisions. Each decision they make about color palettes, typography, layout, media, and content is carefully considered and thoughtfully reasoned (UXPin & UXPin, 2023). Making good design decisions is a process that, when combined correctly, can ensure that your product meets the needs of a client and the target audience.
Types of Visual Hierarchy
Visual hierarchy involves arranging elements to indicate their importance and control how the object is viewed. It can be achieved through various elements such as size, contrast, alignment, color, repetition, whitespace, texture, style, and proximity (Source: "What Is Visual Hierarchy," 2024). Understanding visual hierarchy is crucial for effectively informing and impressing your viewers.
Visual hierarchy refers to the arrangement of graphics in a design to indicate their order of importance. The visual weight of an element determines its significance in the hierarchy (Bigman & Bigman, 2023). When a designer understands reading patterns, size, space/texture, typeface, and color, they can create a positive experience for the user.
Design Challenge
St. Patrick's Day
Dia Des Los Muertos
Valentines Day
MDM565 Week 3
Mastery Journal
Combining Text & Images
Lindblom's research suggests that human memory has a remarkable ability to hold onto images for long periods when they are complemented by text (Lindblom, 2024). The combination of textual information and visual imagery not only enhances the overall experience but also facilitates the encoding of information into the audience's long-term memory. In contrast, text alone tends to be processed by our short-term memory and lacks the capacity for long-term storage and retrieval. When text and imagery work together, they make the information memorable and readable for its viewers. Combining text with images is one of the most basic building blocks of graphic design (Kliever, 2024).
The Elements of Visual Design
The elements of visual design are essential building blocks that designers use to create impactful and engaging designs. These elements, which include shape, color, space, form, line, value, and texture (MasterClass, 2021), are skillfully employed to convey specific moods, direct the viewer's attention, and evoke powerful emotions. Visual design relies on fundamental elements as the cornerstone for effective communication through design.
The Principles of Design
Art, Design, and Visual Thinking, Jirousek expounds on the fundamental design principles that guide visual composition. According to Jirousek (1995), these principles include balance, proportion, rhythm, emphasis, and unity. A designer's grasp of how these principles is woven into a design is crucial for discerning the emotions and messages that the design communicates.
Design Challenge
Dia De Los Muertos
St Patricks Day
Valentines Day
MDM565 Week 4
Course Reflection Video
Revised Design Challenges
MDM 570 Week 1
Graduate Research
Sonic Branding
Sonic branding is an easily identifiable sound or musical phrase communicating information to your audience. Brands use sonic branding strategically to become part of their identity. A clear sonic brand can become as recognizable as a visual logo and be easily recalled.
Sonic branding combines commercial art business and design and can become a powerful tool for success and future brand-proofing (Beckerman, 2020). When a brand successfully applies sonic branding, it is better positioned to appeal to its emotional and functional relationship with employees, customers, and stakeholders. Sonic Branding is becoming increasingly important because brands need more opportunities to be easily recognizable. Successfully combining sonic branding, design, and identity fills a needed gap in today’s more experience-focused world (Beckerman, 2020).
In today's fiercely competitive and media-diverse landscape, building brand awareness and association is more challenging than ever. This is where sonic branding shines. It's a strategically designed sound that evokes specific emotions about a brand or experience (Taylor, 2023). Sonic branding boosts brand awareness and memorability, triggering emotions that foster positive brand associations in today's crowded and information-rich world. While a catchy song may generate short-term appeal, a unique sonic brand identity can embed itself in culture and become unforgettable.
According to Taylor and Beckerman, a distinct and compelling sonic branding identity can evoke emotions and enhance brand recognition. Sonic branding is crucial in ensuring that a brand attains greater visibility and memorability by associating specific sounds with it.
Three Categories of Sound
When creating a lifelike audience experience in a film, the three sound categories—human voice, music, and sound effects—are essential. Without these elements, the film can feel less authentic, as the sound needs to match the actions and emotions portrayed on screen perfectly.
Imamovic points out that mixing and balancing the human voice, music, and sound effects can create the necessary emphasis to achieve the desired effects. The human voice in a film is a powerful tool to establish a genuine connection with the audience, reinforcing the presence of a real person. Sound effects play a crucial role in enhancing the overall realism of a film, contributing to creating a convincing atmosphere that draws viewers into the story. Additionally, the music evokes emotions and builds a rhythmic cadence, enriching the film with a deeper layer of impact and resonance (Imamovic, 2019).
In filmmaking, using human voice, music, and sound effects is imperative to creating a realistic and engaging experience for the audience. These three sound categories are vital for evoking a sense of authenticity in films. Every sound must be perfectly synchronized with the actions on screen to maintain believability and captivate the viewer (Lafs, 2022). Correctly using the three sound categories can ensure that films are more successful because the scores make them more memorable. Because of their memorable scores, movies like Grease and Star Wars have cemented their place in American culture (Lafs, 2022).
Audio Logo
An audio logo is a short musical note that becomes a brand’s signature. Audio logos are short, catchy sounds that evoke emotional reactions. A compelling audio logo is crucial for conveying a powerful brand image.
An audio logo is a short, memorable sound or effect typically lasting about five seconds. It can be instrumental, spoken, or sung (Hub, 2024). Audio logos are a crucial component of a brand's sonic identity, allowing the brand to connect with the consumer deeper. A clear and identifiable audio logo gives brands an advantage in separating themselves from consumers.
Audio logos are becoming increasingly important in today’s attention-driven world. An audio logo is essential for projecting a strong brand image (Sharma, 2022). Audio logos allow a brand to communicate its unique quality in a short time. We live in a world with brand promotion around every digital corner. An audio logo is the most effective way for a brand to stand out from the hundreds of new brands emerging every day (Sharma, 2022). Not having a unique audio brand communicates a lack of professionalism and looks generic and unimpressive.
Design Challenge
MDM570 Week 2
Mastery Journal
Selective Attention
Selective attention is the cognitive process of concentrating on stimuli while ignoring others. This crucial mechanism allows individuals to prioritize information and filter out irrelevant details. Editors harness the concept of selective attention to guide the audience's focus toward specific elements within a piece of content, thereby shaping the overall viewer experience.
Selective attention is a critical process that helps limit the information processed at any moment. McLead points out that the human brain has a limited capacity for paying attention and brings Broadbent and Treisman’s attention models to help us understand how we process information (McLead, 2023). Sensory input goes through a filter resembling a bottleneck. The narrower the neck, the lower the flow rate. Through this filter, we ignore or temporarily store the unneeded information in short-term memory (McLead, 2023). Treisman’s attenuation model suggests that we don’t simply ignore unimportant stimuli; we can still process the meaning of attended and unattended messages (McLead, 2023).
We are constantly surrounded by stimuli that our ears process. Most of the time, we don’t pay attention to every sensory input, but we do pay attention to some aspects of our environment (Cherry, 2023). Selective Auditory Attention has four theories that have been applied to selective attention. Broadbent’s Filter Model suggests we have a bottleneck filter inside our brains that ignores that unimportant information. Treisman’s Attenuation Theory indicates that rather than ignoring all the unimportant stimuli, we turn down the volume of one source to attend to another source of information (Cherry, 2023). The memory selection model suggests we receive information based on the meaning and then pass it to short-term memory. The Ecological View of Attention says that we focus on an organism’s interactions with its environment rather than the limitations of the brain’s resources (Cherry, 2023).
Numerous theories posit that selective attention is a complex cognitive process. However, they all agree that the brain employs an internal filtering mechanism to discern the relevance of incoming stimuli based on the specific setting and context. Selective attention ignores or absorbs all the external stimuli depending on what our situation requires. Selective attention is in play when you find yourself tuning out the sound of a child playing as you focus on writing a paper for class.
Rhythm
Rhythm is the timing and pacing of a film's cuts, transitions, and other visual sequences. It refers to the pattern of either regular or irregular pulses in music or other sounds with strong and weak beats. Rhythm is a fundamental element in music and speaking; it influences how we perceive sounds. Rhythm is made on a series of beats, like in a musical, and cannot be identified in one or two cuts.
In music, rhythm is understood through beat and meter; beat is the unit of time, and meter organizes the beats in repeating patterns. The repeating patterns create a structure that listeners use to follow the flow of the music (Hargreaves & North, 2010).
In cognitive psychology, rhythm is analyzed to show how the brain processes patterns. Rhythm research suggests that internal neural mechanisms synchronize with external rhythms, making dancing easier (Schön et al., 2008). This synchronization process can be linked to the brain’s ability to predict rhymical patterns.
Music theory thoroughly examines the structural aspects of rhythm, while cognitive psychology unequivocally focuses on the brain's pivotal role in perceiving and predicting rhythmic patterns. Both perspectives understand that rhythm plays a significant part in structuring time and enhancing engagement. This suggests that rhythm serves both a structural function in music and a cognitive function in how people process and respond to patterns.
Pacing
Pacing happens when an editor varies the length of the shots to help guide the viewer towards the goal. Pacing is an element within rhythm and is the speed at which information or events are presented. It helps influence how the audience experiences and translates the content. It affects how well the audience can follow, understand, and engage with the material, no matter the media.
Pacing is critical in narrative storytelling because it creates suspense and maintains engagement. It involves strategically varying the speed of the narrative to align with the demands of the plot, effectively building tension and resolution (Field, 2005). For instance, in a thriller, quick pacing is used during action scenes to intensify excitement, while slowing down during character development enhances depth.
Through editing, editors can use techniques like jump cuts or long takes to control the rhythm of a scene this helps them manage the pacing. Pacing influences the viewer’s perception of time and action rapid cuts create a sense of urgency, and longer takes provide a more immersive experience(Bordwell & Thompson, 2008).
These perspectives show that while narrative pacing focuses on the structure of storytelling, film editing emphasizes the technical execution of pacing through visual techniques. This suggests that both narrative and editing strategies must work in harmony to effectively manage a story's pacing, ensuring that the audience remains engaged and emotionally connected to the material.
Design Challenge
MDM570 Week 3
Understanding Motion Graphics
Motion Graphics
Motion Graphics are considered a subset of graphic design that uses design principles and filmmaking context to inform the viewer first and entertain it second. Motion graphics are graphics with movement, movement that enhances the relationship with the design elements to be easier understood.
In today’s ever-evolving digital landscape, brands use tools like motion graphics in branding and marketing to help distinguish themselves and capture consumer attention. Motion graphics help engage audiences and enhance brand recall by evoking an emotional response and helping brands stand out in competitive markets (Das, 2024). Motion graphics help make visual storytelling easier and increase audience engagement, which is used to help build engaging and memorable brand experiences that connect and propel the company to success (Das, 2024)
Motion Graphics are different from traditional animation as they focus on bringing design elements to life through movement in time and space (Silveira, 2023). Creating effective motion graphics involves vital concepts such as rhythm, reading time, and abstraction to capture viewers’ attention, engage them, and help them understand the motion graphic. Motion Graphics represent the powerful blend of design and communication that aids brands in creative marketing strategies that help brands differentiate themselves (Silveira, 2023).
Today, brands use motion graphics to leverage themselves in today’s digital marketplace to capture consumer attention. Motion graphics improve audience engagement and hold their attention by invoking emotional responses. Ultimately, motion graphics show the powerful tools of design and communication that help brands differentiate themselves.
Difference between Animation and Motion Graphics
Motion graphics and animation are housed within the digital media field but are separate. Animation is a technique of creating the illusion of movement through sequential images involving characters or storytelling. Motion graphics' primary purpose is to inform and entertain their audiences, whereas animation's purpose is to entertain rather than inform.
Animation is excellent at creating compelling experiences that allow storytelling to evoke emotions and connect with audiences on a deeper level. It utilizes tools like character design, scripted dialogue, and voice acting to build captivating plots (McCloud, 1993). This animation addresses complex themes such as personal growth in Toy Story and understanding our emotions in Inside Out 1 and 2.
Motion Graphics are rooted in graphic design and are an effective way to communicate information and capture your audience’s attention (Shelton, 2024). Combining typography, graphics, and movement with a call to action to create a clear, engaging visual message. Motion Graphics allow for a designer to take complex subjects and make them more accessible for a wider audience.
When you closely examine animation and motion graphics, you can see their fundamental differences. Animation aims to tell a story and entertain, while motion graphics focus on conveying information through visuals. Despite their differences, both animation and motion graphics enhance audience engagement through visual creativity.
Language of Motion Graphics
The language of motion graphics combines visual and auditory elements to convey messages through animated imagery. It uses design principles, movement, and typography to create compelling narratives that evoke emotional responses. Animation techniques enhance viewers' understanding and memory of the information, making motion graphics the bridge between visual art and storytelling.
Motion graphics communicate stories, simplify complex concepts, and narrate a brand's story engagingly and compellingly (Kay, 2023). Information presented with movement is more memorable than static text, which helps reinforce the brand’s message. Motion graphics' versatility enables their use across various applications and platforms to help connect and inform audiences.
The primary objectives of motion graphics are to communicate messages, attract attention, and improve the visual experience (Feelpixel Design Studio, 2023). It is crucial to be deliberate when creating motion graphics, as this allows for a user-centered approach where each animation serves a specific purpose to enhance the overall experience. Motion is not just an aesthetic choice but a powerful tool for enhancing communication in a digital space.
Both sources concur that an effective motion graphic can help a brand create more memorable content, connect with its audience on a deeper level, and allow for more versatility. The integration of type and image has revolutionized the language of graphic design, ushering in a new era that incorporates time-based elements in motion to create an innovative and dynamic field of design.
Design Challenge
MDM570 Week 4
Week Four Design Challenge
For each of the movements, I considered what movements would apply more to the holidays than the choices movements I chose last week. I adjusted the letters in the St Patrick's Day logo, as you mentioned, to give it a more refined look. In the Valentine's Day logo, I changed the motion so the arrow came into the screen and returned, making it look like it was notched & ready to fire, which is why I also had to add the bowstring in a relaxed form as well as in action.
MDM615 Week 1: Messaging
Step One: Thesis Application
Brand: A small wooden toy manufacturing company from Madison, WI, ready to go national.
The Core of the Message:
What benefit is being promised? Cognitive development and social and emotional skills in children through wooden toys that last longer than plastic.
To whom is it being promised? Parents of children (think Montessori & crunchy parents)
Why should they believe you? A wooden toy’s simple design encourages imaginative play. It is also more durable because wood lasts longer than plastic, and it is safer because it doesn’t have sharp edges and is not made from toxic materials.
A)
Audience psychographics: environmentally conscious parents. Montessori lifestyle. Potential feat. Include children’s cognitive ability, developmental, and imaginative play. Sensory Experiences, durability, and long-lasting
B) Needs:
a. Achievement- parents feel like they are helping aid their child’s developmental skills with toys that allow more imagination. They spend less on toys because they last longer and are non-toxic
b. Independence- wooden toys help foster independence in children
c. Nurturance: Parents are just trying to survive.
Step two: Design Rational
Parents are confronted with a myriad of decisions and choices concerning the best ways to enhance their child's cognitive abilities and ensure their safety. The need for effective tools that support cognitive development and social-emotional skills in children has become prominent among parents, particularly those who prioritize sustainable and educational play. Wooden toys offer a compelling solution, with their rustic and natural charm, ignite imaginative play, stimulate sensory development, and foster increased interaction and engagement among children. These Toys engage children in activities that can enhance their problem-solving skills and creativity, creating a holistic approach to early childhood learning.
This product resonates with environmentally conscious parents who embrace the Montessori lifestyle, providing a sense of independence for both parents and children. It fulfills the nurturing need of parents, who value toys that encourage cognitive exploration and imaginative play, while also reflecting their commitment to a healthy environment for their children. The desire to use safe, non-toxic materials reflects their commitment to creating a healthy environment for their children. By choosing wooden toys, these parents feel empowered. They believe they are making informed choices that contribute to their child’s long-term success and well-being.
The features of wooden toys, such as durability, safety, and capacity for imaginative play, directly address identified needs. The longevity of wooden toys means parents can invest in fewer products over time, reducing waste and providing a sense of achievement in supporting their child’s growth. Additionally, the tactile nature of wood enhances sensory experiences, fostering independence as children explore and learn on their own terms. This is in line with the parents' desire to nurture and foster independence in their children, as they strive to provide what they believe is best for their child's well-being. Parents can trust that their investment in wooden toys is a commitment to their child's future, ensuring safety, sustainability, and lasting engagement
MDM615 Week 2
Step One: Thesis Application
1. Name: Little Sprouts Toys
2. Core Message:
3. What benefit is being promised? Education
4. To whom is it being promised? Parents with children ≲0-6
5. Why should they believe you? Wooden toys allow children more freedom in their imagination. They also do not have as many harsh chemicals and materials as others on the market, making them a safer option for children.
6. Theme/Style: whimsical minimalism
7. Brand Personality is/is not:
Is: Is not:
Strong extravagant
Inspiring fake
Creative limiting
8. Potential Taglines:
• Sprout. Play. Grow.
• Sprouting knowledge
• Imagine Endlessly
9. Positioning Statement (Narrative):
Little Sprouts Toys is deeply committed to supporting children's growth and development by providing a wide range of engaging toys designed to spark imagination and foster cognitive development. Our collection of wooden toys stands out for their exceptional durability and sustainable qualities, offering a responsible and long-lasting alternative to conventional toys available in the market. At Little Sprouts Toys, we prioritize the safety and well-being of children by ensuring that our toys stimulate their minds and are eco-friendly. We invite you to join Little Sprouts in our mission to nurture creativity and happiness in the lives of children.
Step 2: Design Rational
Name:
"Little Sprouts Toys" embodies the essence of fostering growth and creativity in young children. The word "Little" evokes a feeling of gentleness and affection, emphasizing our commitment to parents of children aged 0-6. This demographic seeks products that ensure safety, provide education, and support their child's developmental needs. This term brings forth warmth and care, emphasizing our brand's pledge to create a secure space for play and education. It also reflects the nurturing traits parents look for when selecting products for their children. We forge an emotional bond transcending simple transactions by tapping into parents' instincts to safeguard and nurture.
“Sprouts” is a powerful metaphor for children's developmental journey. In child development, "sprouting" refers to physical growth and the flourishing of creativity and imagination, akin to how plants thrive and blossom in optimal conditions. Research on early childhood development shows that toys encouraging cognitive and imaginative play are crucial to a child's learning and growth (Ginsburg, 2007). Therefore, the name serves as a label and embodies our brand philosophy grounded in education and safety. By selecting a term that captures this transformative process, we enable toys to act as catalysts for exploration and discovery, like how children flourish when provided with the proper tools.
This aligns with our theme of whimsical minimalism, which emphasizes simplicity and design creativity, spotlighting children’s imaginations. This name beautifully reflects our mission, warmly inviting parents to discover the joy of educational play through delightful wooden toys for their little ones.
Tagline:
The possible taglines-“Sprout. Play. Grow.” and “Imagine Endlessly”- concisely reflect our brand message. In just a few words, "Sprout. Play. Grow." encapsulates the values of Little Sprout Toys; it conveys a development journey through childhood. The word sequence beautifully illustrates how interconnected our focus on education can be, showing that play is fun and a vital part of our development journey. It aligns with our mission to provide toys that serve as foundational tools for learning, encouraging exploration and engagement from infancy. Research from the American Academy of Pediatrics highlights that play is not just for fun but a crucial part of our cognitive and emotional growth. This reinforces our commitment to selecting educational and enjoyable toys for everyone—(Yogman et al., 2018).
The term "play" highlights that learning should be fun, as play is how children explore their world. Our toys are designed to support that experience. By focusing on play, we show parents that our products are not just for fun but are essential for their child's development. "Grow" completes the tagline, emphasizing ongoing growth through our toys and suggesting that their benefits go beyond playtime. The phrase "Sprout. Play. Grow." conveys a clear message of progress, motivating parents to support their child's growth with our toys. This tagline reflects our mission and embodies our personality—strong, inspiring, simple, and friendly.
“Imagine Endlessly” aligns with our whimsical minimalism theme, where design simplicity encourages more complex imaginative play. It speaks to the notion that toys are not just objects but gateways to adventures and creative explorations. It summarizes what we want for children: free creativity that helps them think differently. By connecting emotionally with parents, this tagline promotes the idea that play is powerful, making them view our toys as crucial for their children’s futures.
These taglines shape a straightforward brand story focusing on nurturing growth, inspiring creativity, and making learning fun. They ensure our message is easy to understand and memorable, staying true to our audience's values. In a market full of traditional toys, Little Sprouts Toys stands out by highlighting children's development and connecting with parents on an emotional level.
Narrative:
The positioning statement for Little Sprouts Toys paints a vivid narrative that strongly resonates with our fundamental message and overarching theme. It emphasizes our passionate commitment to nurturing children's growth and enhancing their cognitive development through engaging and innovative play experiences. By concentrating on each child's unique needs, we aim to design toys that spark curiosity, foster creativity, and instill a lifelong passion for learning. We encourage parents to see toys as instruments for education rather than just playthings. Our emphasis on wooden toys underscores sustainability—an increasing priority for eco-aware parents—while also establishing the brand as a safe and responsible option.
By expressing our "strong commitment to fostering children’s growth and development," we build trust and credibility in the educational toys. Our focus on “engaging toys designed to spark imagination” supports this commitment, articulating the brand’s purpose and value proposition. A blog on Little Tikes highlights that proper cognitive development is crucial for information processing. Furthermore, a child's environment significantly influences how they learn and focus.
The call to participate in our mission aligns with the values of our target audience, cultivating a sense of community and shared objectives. We aim to inspire parents to make informed decisions about their children's health and creativity, thereby strengthening the brand's credibility. The story integrates themes of education, safety, and imagination, making sure every element of our brand messaging resonates harmoniously.
References:
Ginsburg, K. R. (2007). The Importance of Play in Promoting Healthy Child Development and Maintaining Strong Parent-Child Bonds. American Academy of Pediatrics, 119(1), 182–191. https://doi.org/10.1542/peds.2006-2697
Little Tikes. (n.d.). The Benefits of Play for Cognitive Development in Children. Little Tikes Commercial. https://littletikescommercial.com/blog/play-and-cognitive-development/
Yogman, M., Garner, A., Hutchinson, J., Hirsh-Pasek, K., Golinkoff, R. M., Baum, R., Gambon, T., Lavin, A., Mattson, G., Wissow, L., Hill, D. L., Ameenuddin, N., Chassiakos, Y. R., Cross, C., Boyd, R., Mendelson, R., Moreno, M. A., Radesky, J., Swanson, W. S., . . . Smith, J. (2018). The Power of Play: A pediatric role in enhancing development in young children. PEDIATRICS, 142(3). https://doi.org/10.1542/peds.2018-2058
MDM615 Week 3
Step One: Thesis Application
MDM615 Week 4
MDM620 Week 1: Logo Concepts
As I began sketching logos for Little Sprouts Toys, the primary design choices emphasized simplicity, a friendly approach, and an organic look that captured the brand’s commitment to nature-inspired, imaginative toys for young children. The designs shown, especially options #7, #25, and #27, reflect the ethos of “Little Sprouts Toys” through visual strategies appealing to eco-conscious parents. Research on logo design trends guided these selections, highlighting the move toward minimalist logos that boost brand recognizability and evoke positive emotions. With their clean lines and simple shapes, minimalist logos enhance brand versatility and memorability in digital and print media, which is crucial for building consumer associations (Jorgensen, 2021). By emphasizing similar visual elements, the logos can convey the brand’s commitment to nature, playfulness, and education.
MDM620: Week 2
Design Rational
Little Sprouts Toys is a wooden company based in Madison, Wisconsin, dedicated to high-quality educational toys for young children. Our brand strives to enhance cognitive abilities such as problem-solving, memory, and spatial awareness by offering engaging and developmentally suitable toys. The logos were crafted to resonate with parents interested in early cognitive development and learning through play.
MDM620 Week 4: Style Guide
MDM650 Week 1: Media Choices And Planning
Step 1
Step 2
The visual identity of Little Sprouts Toys emphasizes nurturing growth, inspiring imagination, and fostering joyful learning. The name "Little Sprouts" evokes images of growth and natural development, which is reflected throughout the brand's visual and textual elements. The depicted flowers and mushrooms add character and whimsy, aligning with the imaginative essence of childhood. These elements underscore the playful yet educational ethos of the brand. The logo and visual components are simple yet versatile, allowing for scalability across diverse applications, including print (billboards, letterheads, packaging) and digital platforms (social media, e-commerce, and interactive ads).
Referencing Nielsen (2018) insights on the differences between print and web design, the assets are tailored to suit the specific demands of each medium. Print designs, like billboards, focus on bold typography and high contrast for instant visibility, while digital assets, such as social media posts, utilize interactivity, dynamic animations, and adaptable resolutions to enhance online engagement.
The content strategy blends nature motifs with engaging visuals of children interacting with toys, reinforcing the brand’s mission. Bold call-to-action phrases such as "Plant the seeds of discovery," paired with imagery of children playing, highlight the brand's educational and growth-focused goals. Drawing from insights in Makers (2020), the brand leverages multiple channels to create cohesive storytelling. The use of radio ads (engaging auditory elements like playful jingles), social media (authentic posts featuring real-life use of toys), and print (billboards in family-oriented areas) ensures broad yet consistent outreach.
The structured timeline serves as a comprehensive reflection of a systematic approach to managing deliverables. This includes a variety of marketing materials such as billboards, engaging logo animations, and captivating radio ads that will effectively promote our goals. The framework is designed to carefully integrate your personal availability alongside your life commitments, notably your responsibilities as a mother to a young toddler and your thoughtful planning for his upcoming birthday celebration. By effectively balancing both personal and professional priorities, the schedule not only ensures the timely completion of tasks but also upholds a high standard of quality in all deliverables. This holistic approach supports your ability to navigate your various roles while maintaining focus and efficiency in achieving project milestones.
References:
Makers, M. (2020, September 28). 3 Rules for TV, Radio & Print Advertising. Churchhill. https://blog.churchillmortgage.com/agent-resources/media-advertising-tips
Nielsen, J. (2018, January 8). Differences between print design and web design. Nielsen Norman Group. https://www.nngroup.com/articles/differences-between-print-design-and-web-design/
MDM640 Week 1
Step 1: Research Component
Week 1
Measuring Return on Investment (ROI) in brand communications design is critical for demonstrating the value of marketing efforts and optimizing resources. ROI helps justify decisions by showcasing the worth of design efforts, validating design investments, aligning with overall business objectives, and enhancing decision-making. This, in turn, builds stakeholder confidence, helping them understand their contributions to business objectives (Nielsen Norman Group, n.d.). By identifying which strategies resonate most effectively with the target audience, organizations can allocate resources to high-performing campaigns. Moreover, measuring ROI guides future decisions by offering data-backed insights into past successes and challenges, promoting ongoing improvement.
Combining qualitative and quantitative methods before launching design prototypes allows for a thorough evaluation of the target audience. Qualitative research methods, such as focus groups, enable designers to gather detailed insights about user perceptions, preferences, and emotions. This covers the reasoning behind user behaviors and helps identify potential usability issues that might not be apparent through a numerical analysis (Nielsen Norman Group, n.d.). For instance, discussing color options or navigation paths in a group can uncover hidden user biases that influence their engagement with the design.
Quantitative techniques like A/B testing allow designers to evaluate measurable results by contrasting different design variations. Important performance indicators, including click-through rates, conversion rates, and task completion times, deliver actionable insights into the design's effectiveness. For instance, analyzing two landing page versions can show which layout engages users more effectively. This method reduces subjectivity and encourages decisions based on data (Graphics Zoo, n.d.).
Integrating qualitative and quantitative testing methods into decisions can help organizations create visually appealing designs that align with user needs and business goals.
References:
Budiu, R. (2024, January 24). Quantitative vs. Qualitative Usability Testing. Nielsen Norman Group. https://www.nngroup.com/articles/quant-vs-qual/
Graphic Design Subscription Services on demand | Graphics Zoo. (n.d.). Graphicszoo.com. https://www.graphicszoo.com/article/importance-of-a-b-testing-in-graphic-design
Step 2
MDM640 Week 2
Assessing the return on investment (ROI) in brand communication design is crucial for enhancing marketing performance and meeting organizational goals. Evaluating ROI offers tangible proof of the financial returns from marketing spending, assisting in the justification of investments and promoting accountability (Medium, n.d.). By pinpointing the most effective strategies, ROI analysis allows marketers to use resources optimally, focusing on high-impact efforts. Additionally, it guides future decisions by showcasing successful methods and identifying areas for enhancement, which supports long-term strategic planning alignment.
Before launching brand communication designs, ensuring they resonate with the intended audience is crucial. Hence, testing prototypes with the target audience becomes a vital step in the design process to guarantee their effectiveness in achieving communication goals. This testing phase involves utilizing qualitative research methods, such as focus groups and in-depth interviews. These approaches enable researchers to collect feedback on audience perceptions of design aspects. They can assess the design's aesthetics and interpret how audiences respond emotionally. This feedback process uncovers insights into user preferences, messaging ambiguities, and areas needing clarification enhancement. These insights guide designers in making iterative enhancements to their work, refining the prototypes to better align with audience expectations and preferences and ultimately leading to a more compelling brand communication strategy. Understanding the audience's perspective not only aids in improving the current designs but also informs future design projects, ensuring a more strategic approach to brand communication (Interaction Design Foundation).
Quantitative methods, such as A/B testing, enhance qualitative insights by delivering measurable data regarding prototype performance. A/B testing entails showing two design variations to separate audience segments and evaluating key metrics like engagement rates or conversions. This approach helps pinpoint the most effective version with statistical confidence, minimizing the chances of failure at launch n.d.).In conclusion, measuring ROI and combining qualitative and quantitative testing methods enhance the effectiveness of brand communications design. These practices optimize resource utilization, refine strategies, and ensure designs resonate with the target audience.
References
Interaction Design Foundation. (n.d.). The bias blind spot and unconscious bias in design. Retrieved from https://www.interaction-design.org/literature/article/the-bias-blind-spot-and-unconscious-bias-in-design
Medium. (n.d.). A stitch in time saves nine: How a couple of hours of design research can save you from failure. Retrieved from https://medium.com/insights-observations/a-stitch-in-time-saves-nine-how-a-couple-of-hours-of-design-research-can-save-you-from-failure-38057b83d058
MDM 640 Week 3
This week’s research explored two critical strategies in design optimization: A/B testing and the "Art of Frankensteining." Both approaches offer distinct methods for refining design elements and enhancing user experience experiences.
A/B testing is a quantitative research approach that compares two or more design variations by analyzing user responses to each. This method enables designers to make informed, data-driven choices, ensuring the implementation of the most effective design. By evaluating metrics such as conversion rates, click-through rates, and engagement levels, A/B testing reduces the risk of subjective bias and identifies designs that resonate best with target audiences (LinkedIn Learning, n.d.). For example, experimenting with various call-to-action buttons or layout options can yield statistically significant insights into user behavior preferences.
On the other hand, the "Art of Frankensteining" is a creative yet strategic process of combining design elements from multiple prototypes to create a cohesive final design. This approach enables designers to synthesize successful features from various iterations identified during A/B testing or user feedback. According to Gorrepati (2021), this method excels when tight deadlines or resource constraints require rapid decision-making. By leveraging tested components, Frankensteining balances innovation with practicality, resulting in a design that effectively aligns with user needs and expectations.
Both A/B testing and the Frankensteining technique are valuable tools for modern designers. While A/B testing offers evidence-based guidance, Frankensteining facilitates efficient synthesis of insights, fostering well-informed, high-impact design outcomes.
Demers, E. (2022, March 30). The Art of “Frankenstein-ing”: when and how to combine designs through rapid A/B testing. Medium. https://uxdesign.cc/the-art-of-frankenstein-ing-when-and-how-to-combine-designs-through-rapid-a-b-testing-7ac97cedad05
UX Foundations: Research Online Class | LinkedIn Learning, formerly Lynda.com. (2023, February 24). LinkedIn. https://www.linkedin.com/learning/ux-foundations-research/welcome-14217812?u=50813145
MDM640 Week 4
Step 1: Research Component
The Design Maturity Framework is a robust tool for assessing the effectiveness of a design solution. It measures how closely a design aligns with business goals and user requirements. This framework evaluates design success by analyzing key factors such as usability, user engagement, and effects on crucial performance metrics (Kaplan, 2024). It gathers qualitative and quantitative data via user feedback, usability tests, and performance monitoring. With these insights, designers can improve and optimize the user experience.
Data gathered through this framework is essential for enhancing design effectiveness. Usability testing reveals navigation challenges, enabling designers to optimize the interface for improved accessibility. Engagement metrics, including time on task and conversion rates, offer quantifiable insights into user behavior (Huang, 2021). This iterative method guarantees ongoing enhancement, resulting in a more user-centered final product.
Conversely, the case study employed a DesignOps Measurement Framework that emphasizes operational efficiency and the scalability of design processes. This approach assesses elements like design team productivity, workflow efficiency, and stakeholder collaboration (Kaplan, 2024). Although the DesignOps framework enhances team performance, it lacks the direct user experience insights offered by the Design Maturity Framework does.
This comparison is crucial for the brand's future evolution in the case study. Merging user-centered assessments with efficiency metrics allows brands to enhance usability while optimizing design processes. A hybrid strategy guarantees that user experience and business goals are effectively aligned.
Resources:
Huang, K. (2021, December 7). 10 frameworks to help you measure success in design. Medium. https://uxdesign.cc/how-to-measure-success-in-design-f63f96a0c541
Kaplan, K. (2024, August 2). Measuring DesignOps with the REACH Metrics Framework. Nielsen Norman Group. https://www.nngroup.com/articles/measuring-designops-reach/
Step 2: Thesis Reflection
Conducting weekly self-evaluations provides a structured approach to assessing the strengths and weaknesses of my brand development process. I made informed improvements by analyzing key elements such as voice, tone, appearance, feel, and consistency against established guidelines. The self-evaluations encouraged me to take an objective step back, refining my work for greater brand cohesion. In Week 1, I focused on establishing a consistent color scheme and typography that aligned with the brand’s cheerful identity. By Week 2, I refined the visual hierarchy, optimizing contrast, repetition, and whitespace to effectively guide viewer focus. In Week 3, my attention shifted to final refinements, ensuring precise alignment and layout adjustments for a polished result. These evaluations significantly shaped my Brand Playbook by enhancing brand consistency, refining the visual hierarchy, and allowing for iterative improvements. They also helped me pay close attention to detail, ensuring that every aspect of my playbook—from typography to spacing—was thoughtfully designed. Ultimately, the self-evaluations were crucial in creating a well-structured, visually appealing, and brand-consistent final product.
Brand Playbook:
MDM690 Week 1
Thinking:
While working on my thesis, I reviewed my previous work on the brand’s identity, analyzing past research that influenced my design decisions. My goal was to align my choices with the brand’s values, supported by solid reasoning. I emphasized this connection, showing how each decision was backed by data-driven insights. This approach strengthened my design’s integrity and highlighted the intentionality of every element in the project.
Feeling:
I felt both excitement and pressure; excitement arose from witnessing how all the puzzle pieces I have been assembling fit together cohesively, creating a visually appealing display that showcases my expertise in media communications. These emotions motivated me to take a more critical approach to my work, refining various elements to enhance the overall presentation.
Doing:
In the course of my project, I conducted thorough research to gather relevant information that would support my work. I took great care in selecting the sources that would contribute effectively to my arguments and ideas. Additionally, I engaged in multiple rounds of revisions to enhance the clarity of my writing. My aim was not only to improve the verbal content but also to create a cohesive visual presentation. This required careful consideration of how each visual element harmonized with the text, ensuring that they worked together effectively to convey my message.
Step 1
This thesis project researched the impact of design choices on target audiences, involving a streamlined ideation and execution process showcasing media communications expertise. Naming the brand began by identifying its promise: cognitive development and emotional skills in children through wooden toys for caregivers. Little Sprouts Toys reflects fostering growth and creativity in young children; “Little" suggests gentleness, while “Sprouts" symbolizes their developmental journey, paralleling how plants thrive in optimal conditions. Research indicates that toys promoting cognitive and imaginative play are crucial for children’s learning and growth (Ginsburg, 2007)
The name reflects our brand philosophy of education and safety. It embodies a transformative process, allowing toys to be catalysts for exploration and discovery, helping children thrive with the right tools, including “Toys," which communicates the product category, enabling customers to quickly understand our offerings. By merging growth and play, we commit to delivering premium educational toys that inspire and engage children.
Colors tell stories, stir emotions, and shape environments. Cherry notes that colors influence mood; warm hues evoke comfort, while greens suggest tranquility (Cherry, 2024). This palette conveys warmth and harmony, with hues chosen for timeless beauty. The golden glow of light orange and sunshine yellow evokes sunlit afternoons, bringing comfort and joy. These shades are vibrant, reminiscent of vintage photographs and autumn foliage.
Conversely, mint introduces a touch of freshness—akin to a gentle breeze wafting through a lush garden—linking warmth to calming greens. At the center of the palette, forest green embodies strength and growth. This deep, earthy tone mirrors vibrant nature, peaceful woods, and sprawling landscapes, symbolizing balance and rejuvenation. Green signifies growth, harmony, and equilibrium, rendering it a perfect grounding component for the color scheme. (Mike, 2023). To soften the overall look, blush pink introduces a gentle warmth akin to the soft hues in the evening sky, fostering tenderness and unity. Psychological studies suggest that pink tones can evoke feelings of calm and nurturing, contributing to the palette’s inviting and harmonious presence (Cherry, 2024). Together, these colors weave a tale of warmth, nature, and nostalgia—anchored in organic beauty while exuding a timeless, inviting essence. More than just a collection of colors, this palette embodies a sense of place, memory, and sentiment.
The logo for Little Sprouts Toys is carefully designed to reflect the brand’s core values and connect with its intended audience. A sprouting leaf takes center stage in the design, representing the growth and nurturing of young minds. This natural element reflects the brand’s commitment to the cognitive development of young minds and aligns with the principles of biophilia, which emphasizes the human affinity for nature. Incorporating such elements can enhance mental function and well-being, as exposure to natural forms has improved focus and creativity in educational settings (Spaces, 2024). The typography enhances brand identity by incorporating a playful, hand-drawn font that evokes whimsy, capturing children’s imaginations.
In contrast, the clean, sans-serif typeface provides clarity and professionalism, fostering trust with parents. This blend illustrates the brand’s commitment to cognitive development through play. The color palette—including warm orange and green—symbolizes creativity and growth, effectively representing the brand’s educational yet playful essence. Little Sprouts Toys' logo merges natural imagery with deliberate color choices and thoughtful typography, forming a unified visual identity. These components work together to express the brand’s mission of nurturing through engaging learning experiences.
Copywriting for Little Sprouts Toys captures childhood magic in every message. The brand’s voice blends whimsy and warmth, evoking the laughter of children at play. Each communication sparks imagination for kids and the parents guiding them. The tone stays friendly and encouraging, empowering parents while igniting curiosity in young minds. Balancing trust with playfulness is key, aligning with the core principles of compelling brand voice: personality, consistency, and connection (Copywriting, 2021). The language engages and educates, presenting insights as invitations rather than directives. Every word emphasizes thoughtful toy design, shares the brand's story, or celebrates exploration. The informative tone builds trust and makes learning effortless. The aim is to inspire creativity and nurture growth, ensuring interactions with Little Sprouts Toys feel like a blend of learning and play. The brand maintains a memorable message through consistent tone and character, enhancing family connections and amplifying the joy Little Sprouts Toys brings to every experience moment.
Little Sprouts Toys features visual imagery that embodies the brand's fundamental values. Photographs capture children happily engaging with toys in warm, natural environments, employing soft lighting and earthy hues to foster an inviting and nurturing setting. This technique emphasizes the quality and craftsmanship of the toys and showcases imagination and creativity in action. Soft lighting is essential in children's photography, creating a serene ambiance that enhances image appeal. Using large modifiers like soft boxes or umbrellas evenly disperses light, creating a flattering effect. For example, a soft box reduces shadows and lights the child's face beautifully. (Nick Stubbs, 2022). Bouncing flashes off walls or ceilings diffuse light, creating a subtle, natural look. These techniques enhance children's photography by fostering a nurturing atmosphere that highlights innocence and charm.
The Little Sprouts Toys letterhead package reflects the brand's professionalism and eco-friendly commitment through its thoughtful design. Featuring earthy tones and pastel highlights, the stationery embodies a nurturing aesthetic that promotes sustainability and creativity. The letterhead showcases organic motifs symbolizing growth, complemented by business cards and envelopes that create a friendly yet polished appearance. These design choices help establish brand identity, as a professional letterhead visually represents a business, enhancing recognition and professionalism (The Importance of Professional Letterheads | PrintWiki | PrintSafari.com, n.d.). By integrating these elements, the stationery suite effectively communicates Little Sprouts Toys' core principles of promoting creativity, quality, and sustainability in all engagements.
In communication design, integrating logo design, typography, color schemes, imagery, and a consistent brand voice is crucial for creating a cohesive brand identity. This unification ensures that across various media—print, digital, or physical—the brand offers an engaging experience. Consistency enhances brand recognition and fosters trust, distinguishing it from competitors. C&I Studios notes, "Brand cohesion is maintaining a unified brand image across all platforms. (Cisupport, 2025)" Through thoughtful execution, communication design turns a brand's identity into experiences that reinforce its values, leaving a memorable impression.
In media applications, successfully integrating elements like logo design, typography, color schemes, imagery, and a uniform brand voice is crucial for developing a cohesive and recognizable brand identity. This intentional integration ensures that, across diverse media platforms—whether in print, digital, or physical environments—the brand delivers a seamless and engaging experience to its audience. Such consistency boosts brand recognition and builds trust and emotional connections with consumers, clearly setting the brand apart from its competitors. As TREW Marketing emphasizes, "Creating a cohesive brand is essential for building recognition and trust (Holliday, 2024).” Thoughtful execution and consistency turn a brand's abstract identity into meaningful experiences that reinforce its mission and values, creating a lasting impression audience.
Little Sprouts Toys' promotional products embody the brand's playful and educational essence. This collection features a T-shirt, mug, and tote bag with vibrant designs reflecting growth and imaginative learning. The T-shirt displays "Growing Bright Minds" with playful icons like rainbows and tractors, appealing to children and parents. The mug offers the same design as a daily reminder of the brand's commitment to growth and creativity. The tote bag combines the slogan with nature-inspired illustrations, emphasizing sustainability while being practical and trendy accessory.
This unified visual style across promotional products enhances brand awareness, fosters trust, and strengthens emotional ties with consumers. As stated by Logical Media Group, "A cohesive brand identity increases awareness, trust, and recognition for your brand, creating growth opportunities and boosting revenue (Johnson, 2023)." Through careful execution and consistent design, Little Sprouts Toys translates its abstract brand identity into concrete experiences. This approach strengthens its mission and values, creating a lasting impact on its audience.
References
Cherry, K. (2024, February 20). Color psychology: Does it affect how you feel? Verywell Mind. https://www.verywellmind.com/color-psychology-2795824 Cisupport. (2025, February 5). Consistency is Key: Maintaining Brand Cohesion. C&I Studios. https://c-istudios.com/consistency-is-key-maintaining-brand-cohesion-across-platforms/ Copywriting, R. (2021, July 28). Copywriting tone, voice, and style. Radiant Copywriting. https://radiantcopywriting.com/2019/07/11/copywriting-tone-voice-and-style/ Ginsburg, K. R., Shifrin, D. L., Broughton, D. D., Dreyer, B. P., Milteer, R. M., Mulligan, D. A., Nelson, K. G., Altmann, T. R., Brody, M., Shuffett, M. L., Wilcox, B., Kolbaba, C., Noland, V. L., Tharp, M., Coleman, W. L., Earls, M. F., Goldson, E., Hausman, C. L., Siegel, B. S., . . . Smith, K. (2007). The importance of play in promoting healthy child development and maintaining strong Parent-Child bonds. PEDIATRICS, 119(1), 182–191. https://doi.org/10.1542/peds.2006-2697 Holliday, J. (2024, January 20). 4 Elements of a Cohesive Visual Brand Identity. Trew Marketing. https://www.trewmarketing.com/blog/how-to-create-a-cohesive-brand-identity Johnson, M. (2023, November 27). The importance of cohesive branding across marketing streams. Logical Media Group. https://logicalmediagroup.com/blog/importance-cohesive-branding-marketing-streams/ Mike. (2023, September 28). The Meaning of Colors: Exploring the spectrum of Emotions - Princeton Creative Communications. Princeton Creative Communications -. https://www.princetoncreative.com/2023/09/28/the-meaning-of-colors/ Nick Stubbs. (2022, November 26). Child Photography lighting: Which option to choose? Photo, Video, Drones and Business. https://www.all-things-photography.com/tip-8-lighting/ Spaces, C. (2024, January 4). Beyond Four Walls: A Guide to Nature-Infused Classrooms. CDI Spaces. https://cdispaces.ca/insights/beyond-four-walls-a-guide-to-nature-infused-classrooms?utm_source=chatgpt.com The importance of professional letterheads | PrintWiki | PrintSafari.com. (n.d.). https://www.printsafari.com/pages/printwiki/importance-of-letterheads/
MDM690 Week 2
When faced with the challenge of enhancing brand visibility and market presence to drive revenue growth and establish a strong national footprint—while showcasing the benefits of cognitive development for those invested in children's educational success—the first step was to determine the brand name and story. This involved considering how the name could symbolize the product and evoke emotion in the viewer. "Little Sprouts Toys" was chosen to represent children and nature. According to Registry Australia, a business name associated with positive attributes, such as quality, reliability, or innovation, is more likely to be perceived positively by consumers (Australia Registry, 2024). The sprout symbolizes growth in nature and refers to children's development, associating the brand with nature and growth. The name helps serve as a label and embodies Little Sprouts’ brand philosophy grounded in education and development. After establishing the brand name, the next step was to develop a clear and compelling positioning statement to solidify Little Sprouts Toys' market intentions. A well-crafted positioning statement is a foundation for branding efforts, guiding messaging, and ensuring consistency across all channels (Mailchimp, n.d). Little Sprouts Toys is deeply committed to providing toys that spark imagination and foster cognitive development while prioritizing safety. This positioning highlights the brand's dedication to offering unique value to its target audience, setting it apart from competitors.
The brand’s look and feel were determined by research into color theory, typefaces, and imagery. This began by clarifying the brand’s core values and mission to ensure the visuals aligned with its purpose, knowing the psychological aspects of typefaces and color help build an identity suitable for the company and its target audience (Parsons, 2024). Typography and color pallets shape perception with reliability, while colors like green represent growth and nature. Once these elements are selected, they are arranged to tell a compelling and cohesive visual story. The look and feel initially featured a wood grain background to enhance the product. After research and revision, the wood grain was removed, and a rough paper texture was implemented for all the brand media to reinforce the brand with a subtle nod to nature. A well-crafted vision board helps establish a strong, cohesive brand identity that resonates with the target audience and reinforces its values of encouraging the flourishing cognitive development of little ones.
The logo for Little started with many sketches of different possibilities for the message the logo communicates. Primary design choices emphasized simplicity, a friendly approach, and an organic look that helped capture the brand’s mission. The first drafts included a lot of hand-drawn brand characters that resembled a little whimsical sprout to connect children further. Forbes magazine mentions that the charisma of a character is what transforms a brand into an icon (Ellevate, 2013); this was attempted in renderings like whimsical mushroom characters and leaf sprouts. This idea led to sketches for logos that were heavily inspired by wooden toy elements; however, this direction was dismissed upon considering the brand's desire to focus specifically on wooden toys, which would limit the potential product range for the future. Further research into logo design trends highlights a move towards minimalist logos because they are recognizable and adaptable and communicate the brand’s essence without unnecessary distractions (Reis, 2024). By emphasizing similar visual elements, the logo sketches convey the brand’s commitment to nature, playfulness, and education. Eventually, a wordmark logo was chosen for the brand to help stick in the minds of potential customers (Fleck, 2019).
The logo animation process illustrated the brand’s dedication to nature and growth, highlighting its playful aspects. This began with sketches featuring hand-drawn characters integral to the brand, effectively strengthening its identity. The collateral process began with sketches exploring different options, including hand-drawn characters designed to enhance the brand’s message to its audience. All SWAG items featured the slogan “growing bright minds," reinforcing the brand's commitment to promoting cognitive development in children while maintaining the whimsical, hand-drawn aesthetic. The whimsical themes effectively engage potential customers by fostering creativity and self-expression, grounding the brand's mission in the theme, and reinforcing the brand’s commitment to cognitive development and nature (Ned,2018).
Ultimately, the brand playbook was initiated to provide the company with guidelines that help the brand resonate with the target audience memorably while adhering to the brand's standards. This process began by collecting and organizing all the media created into pages. Initially, it was a twenty-five-page document, but it was soon condensed to seventeen pages that guide the viewer through the brand story, media applications, communications, and social media assets, providing the brand a roadmap to impactful experiences (Brand Playbook - Evolve Systems, 2024). Understanding the brand down to the smallest details ensures that you are unleashing the full potential of a brand to drive meaningful results and connections.
Reference:
Australia, R. (2024, November 3). The psychology of business names: choosing a name for your target audience. Registry Australia. https://registry.com.au/news/38/the-psychology-of-business-names-choosing-a-name-that-resonates-with-your-target-audience#:~:text=Make%20sure%20the%20name%20is,quality%2C%20reliability%2C%20or%20innovation.
Brand Playbook - Evolve Systems. (2024, November 14). Evolve Systems. https://evolve-systems.com/branding/brand-playbook/#:~:text=A%20Brand%20Playbook%20serves%20as,that%20leave%20a%20lasting%20impact.
Ellevate. (2013, April 8). Why Character is a Branding Essential. Forbes. https://www.forbes.com/sites/85broads/2013/04/08/why-character-is-a-branding-essential/
Fleck, R. (2019, October 1). Wordmark logos 101: Why and when to use them. Dribbble. https://dribbble.com/stories/2019/10/01/wordmark-logos-101-why-and-when-to-use-them
Mailchimp. (n.d.). Craft Winning Positioning Statements: Examples & Tips | Mailchimp. https://mailchimp.com/resources/positioning-statement-examples/
Parsons, E. (2025, January 17). The role of Typography and Color Theory in Effective Branding | Top notch Dezigns. https://www.topnotchdezigns.com/the-role-of-typography-and-color-theory-in-effective-branding/
Reis, L. (2024, September 12). Minimalist logos: the key to timeless and modern branding. PORTLAND LOGO DESIGN. https://www.kickass-designs.com/blog/minimalist-logos-the-key-to-timeless-and-modern-branding
Thinking: This week, while I was focused on tackling several challenges related to PLO, I noticed that once I could push past how overwhelming this felt, I had already completed a substantial portion of my work without fully recognizing it. Upon reflecting on my efforts in my mastery journal, I took the time to review what I had previously documented about my approach to these challenges. This exercise allowed me to articulate my thought process more clearly. I could detail the strategies I employed in addressing the client's problem and the steps I took to resolve. It became apparent that through this reflection, I could explain my methods and gain deeper insights into my problem-solving techniques.
Feeling: I experienced significant self-doubt regarding my abilities and work performance this week. However, as I reviewed my efforts, I began to view them differently. Initially, these feelings caused me to procrastinate for a day, but then I motivated myself to confront the issue directly. I believe that if I hadn’t addressed the problem sooner, I wouldn’t have completed the project on time.
Doing: This week, I dedicated some time to reviewing the feedback I received on my work thoroughly. After analyzing the comments and suggestions, I crafted a detailed game plan based on that feedback. By setting clear rules and specific goals, I could navigate the project more effectively. This structured approach helped me complete the project successfully and reinforced my understanding of the areas where I can improve in the future.
MDM690 wk 3
Thinking: This week has brought a noticeable shift in my mindset and productivity. Unlike the previous weeks, where I often felt trapped in a mental fog and struggled to fully grasp certain concepts, this week has felt much more positive and clear-headed. I’ve regained a sense of focus and direction, enabling me to create a more effective plan of action for re-submitting some of my work. I now have a clearer understanding of what needs to be done and feel more motivated to tackle these tasks head-on.
Feeling: In the past year, I transformed my perspective on collaboration during the program. Initially, I saw it as an obligation to fulfill. However, I gradually began to view it as an opportunity to showcase my hard work and celebrate my dedication. This change inspired me to approach collaboration with enthusiasm and pride, motivating me to highlight my contributions and their value to the program. Consequently, my experience became more fulfilling and meaningful. Now, I eagerly anticipate sharing my journey and insights as a testament to my efforts over the past year.
Doing:
MDM690 Week 4
Thinking: As I worked through this week, I began reviewing the notes I had meticulously taken from each piece of feedback I received. It was a reflective process that involved organizing my pages and synthesizing that feedback into something cohesive and meaningful. I found myself reordering and assembling the various elements of my work, striving to create a coherent narrative that genuinely represented my efforts. Throughout this process, I couldn't help but reflect on how close I am to the finish line and the immense amount of effort that goes into crafting each aspect of my project. This contemplation provided me with a newfound appreciation for my determination and resilience in overcoming the various challenges I faced along the way. Each feedback piece shaped my work and reinforced my commitment and passion, inspiring me to push forward even more fervently.
Feeling: This week, the emotion I felt most strongly was being overwhelmed as graduation neared, and with so much left to do, it felt almost crippling. I overcame this by reflecting on how far I've come and realizing I only have a little more to go. I continually reminded myself that achieving anything worthwhile requires effort, and with just a bit more hard work, I will earn my master's degree.
Doing: This week required significantly more time management than the previous ones. To stay organized, I kept detailed notes on all feedback I received throughout the month, ensuring I had a clear roadmap for revisions. I created a structured plan, outlining each necessary update and prioritizing tasks to refine my work efficiently. Revisiting everything I had learned throughout the program was an eye-opening experience, as it highlighted the depth of knowledge and skills I had gained. Each concept, from research to execution, has proven invaluable, reinforcing how these competencies will directly contribute to my success in the design industry.
MDM691 Week 1
Personal Statement
As a veteran, designer, and mother, I infuse resilience, creativity, and purpose into every project I pursue. Armed with an MFA and a profound respect for intentional design, I harmonize strategy with artistry to craft meaningful experiences. My journey—characterized by discipline, adaptability, and an unwavering commitment to excellence—inspires me to design with impact, intention, and innovation. Whether shaping visual narratives or addressing complex design challenges, I am dedicated to realizing vision with purpose and passion.
MDM691 Week 2
Step 2: Ethical conduct and moral reasoning are crucial in media design. Unethical practices can result in public backlash, legal issues, and long-term harm to a brand's reputation. In his article "Making the Case for Enhanced Advertising Ethics," Wally Snyder highlights that ethical advertising builds trust and maintains consumer relationships. In contrast, unethical behavior damages credibility and opens the door to further repercussions and scrutiny.
Unethical media design practices can lead to significant consequences. For example, shock advertising uses provocative images to grab attention, but it can have negative effects. Benetton's campaigns, directed by photographer Oliviero Toscani, included controversial pictures like a priest and nun kissing and a Black woman nursing a White baby. Although these ads aimed to highlight social issues, they were often viewed as exploitative, sparking public backlash and discussions over the ethics of advertising
Another example is how photographs are altered in advertising. Overzealous retouching to produce unrealistic body images is criticized for fostering unattainable ideals, which exacerbates body image concerns among consumers. In reaction, some brands, such as Dove with its "Campaign for Real Beauty," are now opting for unretouched photos to advocate for authenticity and ethical practices in advertising.
The rise of influencer marketing has introduced ethical challenges, particularly concerning authenticity. Some influencer couples portray idealized relationships to attract followers and monetize their content. However, investigations have revealed that these portrayals are often staged, misleading audiences about the authenticity of the subjects ' lifestyles. This deceptive practice raises ethical concerns about honesty and transparency in social media marketing.
Ethical practices in media design are crucial for shaping brand development and sustainability. AIGA's "Business Design & Ethics" details how ethical design practices establish credibility and enhance consumer loyalty. Brands that focus on ethical considerations are more adept at handling challenges and preserving a favorable public image. In contrast, unethical practices can result in consumer distrust, legal complications, and financial setbacks. Consequently, incorporating ethical principles into media design is vital for a brand's enduring success and resilience.
Stephanie L. Moore, in "Ethics by Design: Strategic Thinking and Planning for Exemplary Performance, Responsible Results, and Societal Accountability," emphasizes that ethical considerations should be integrated into the strategic planning process. This integration ensures that organizations achieve their goals and contribute positively to society, thereby enhancing their reputation and sustainability.
Engaging in ethical reasoning and practices within the media design field is essential to avoid the negative repercussions of unethical actions. Instances of shocking advertisements and altered images highlight how ignoring ethical guidelines can result in public outrage and possible regulatory actions. By committing to ethical standards, businesses not only comply with regulations but also enhance their brand image and build consumer trust- crucial elements for lasting success in the competitive media industry.
Resoucres:
AIGA American Institute of Graphic Arts. (n.d.). DESIGN BUSINESS + ETHICS. 164 Fifth Avenue New York, NY 10010 212 807 1990, www.aiga.org.
D, S. L. M. P., & Moore, S. L. (2010). Ethics by design: Strategic Thinking and Planning for Exemplary Performance, Responsible Results, and Societal Accountability. Human Resource Development.
Snyder, W. (2016). Ethics in advertising: Making the Case for Doing the Right Thing.
Times. (2025, January 13). Oliviero Toscani obituary: photographer behind Benetton’s controversial ads. The Times. https://www.thetimes.com/uk/obituaries/article/oliviero-toscani-obituary-photographer-behind-benettons-controversial-ads-lqpk7thq2?utm_source=chatgpt.com®ion=global
MDM691 Week 3
Reflection:
Every project in my portfolio showcases my growth as a designer and a design thinker. It demonstrates my varied skill set and dedication to making a meaningful impact through storytelling. The Little Sprouts Toys Brand Identity showcases my ability to develop a cohesive brand identity from the ground up. By integrating playful typography and vibrant colors, I aimed to capture the essence of whimsical childhood wonder, ensuring the brand resonates with children and parents. This project highlights my ability to align design elements with brand values to create a memorable identity.
In my exploration of Typographic Expressions: Visual Voices, I investigated expressive typography and how the selection and arrangement of fonts can express emotions and stories that extend beyond the literal interpretation of words. This project highlights my comprehension of typography’s influence on design and my skill in utilizing type to enrich visual storytelling.
Festive Fusion challenged me to encapsulate the essence of Día de los Muertos, St. Patrick's Day, and Valentine's Day through distinct logos and animations. Blending cultural symbols with dynamic motion design, I aimed to celebrate each holiday’s unique spirit. This work helps to reflect my versatility in adapting design techniques to diverse cultural themes and my proficiency in animation to bring static designs to life.
For the Lucky Dog Rescue project, I integrated captivating copywriting with dynamic video production to share the story of Lucky Dog Rescue. This initiative showcases my ability to create narratives that connect with audiences, using both visual and written components to boost engagement and support for the cause. Together, these projects showcase my comprehensive design approach, integrating strategic thought, cultural awareness, and storytelling to deliver impactful visual communications.
Research Essay:
Media designers face potential legal issues when incorporating images into their work, primarily concerning copyright infringement. Using images without authorization can lead to legal disputes and financial penalties. To avoid such problems, designers should ensure they have the right to use any image, whether created by themselves or sourced externally. This requires securing explicit permissions or licenses from original creators or utilizing images with clear usage rights, including those governed by Creative Commons licenses. Furthermore, designers must exercise caution when incorporating AI-generated content, as a recent ruling by a U.S. appeals court established that works produced entirely by AI without human involvement do not receive copyright protection (Brittain, 2025). Therefore, incorporating a human element in the creation process is essential to establish copyright ownership. Designers can mitigate legal risks associated with unauthorized image use by diligently verifying image rights and incorporating human creativity.
Media professionals must protect their creations from unauthorized use by clients or fellow designers. The first step is registering their work with the U.S. Copyright Office and establishing legal grounds for pursuing infringement cases (US Copyright Office, 2025). Secondly, well-defined contracts are crucial; they must outline usage rights, ownership, and limitations regarding the work. Including clauses for portfolio rights allows designers to present their work without issues. Furthermore, adding confidentiality agreements can stop clients from sharing or modifying the work without permission. By implementing these strategies, designers can effectively protect their intellectual property and maintain control over how their work is used (Second Wind Ltd., 2015).
When responding to a Request for Proposal (RFP), media designers must remain vigilant regarding copyright considerations. Submitting designs or concepts that violate existing copyrights can result in legal issues. It is essential to ensure that all submitted materials are either original or properly licensed. Designers should include warranties in their proposals, confirming that the work is free from copyright or trademark infringements and is their original creation. (Second Wind Ltd., 2015).
Furthermore, it is essential to comprehend the client's expectations about intellectual property rights. Some clients might anticipate ownership of all materials submitted to them immediately, while others may only require usage rights upon finishing the project. Clearly defining these terms in the RFP response can help avoid misunderstandings and safeguard the designer's rights. By proactively tackling these copyright matters, designers can more confidently traverse the RFP process and uphold the integrity of their work.
References:
Brittain, B. (2025, March 18). US appeals court rejects copyrights for AI-generated art lacking “human” creator. reuters.com. https://www.reuters.com/world/us/us-appeals-court-rejects-copyrights-ai-generated-art-lacking-human-creator-2025-03-18/
Second Wind Ltd. (2015). Agencies, Clients and Copyright Issues: The New Era of Artwork Ownership. secondwindonline.com.