Design for Print // Study Task 1

Identify a minimum of 5 examples of the effective/creative use of print in the following areas of design:

• Branding and Identity
• Packaging and Promotion
• Publishing & Editorial
• Information & Wayfinding

Branding and Identity

'The visible elements of a brand (such as colours, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.'

An example of an easily recognisable brand is coca cola, their trademark is one of the most famous worldwide.  The red colour is copyrighted and other brands of coca cola are not allowed to use the exact same colour.

Packaging and Promotion

A campaign to try and sell more Lee jeans, perhaps not the most ergonomic of designs but it is definitely eye catching and will get people talking about the brand which will boost sales.

Publishing and Editorial

Andrej Pejic | Tiago Molinos | Follow Magazine 5 Editorial

Futuristic editorial - Vice Germany magazine

VicRoads-AnnualReport2010

Information and Wayfinding

http://www.coolinfographics.com

http://calm-the-ham.tumblr.com

Lecture 9 // Identity

Theories of Identity

• ESSENTIALISM (traditional approach)
• Our biological make up makes us who we are.
• We all have an inner essence that makes us who we are.
• POST MODERN THEORISTS DISAGREE
• Post-Modern theorists are ANTI- ESSENTIALIST 

The more your nose veers from the vertical the less intelligent you are.

Anglo- teutonic people are "racially superior" to negros and irish iberian, kind of like the arian race.

Hieronymous Bosch - a flemish painter, in his painting Christ carrying the cross, the only ordinary looking people is Christ and the white people.  Chris Ofili is a black artist who painted the Virgin Mary black.  

Historical phases of Identity Douglas Kellner – Media Culture: Cultural Studies, Identity and
Politics between the Modern and the Postmodern, 1992
pre modern identity – personal identity is stable – defined
by long standing roles
Modern identity – modern societies begin to offer a wider range of social roles. Possibility to start ‘choosing’ your identity, rather than simply being born into it. People start to ‘worry’ about who they are

Post-modern identity – accepts a ‘fragmented ‘self’. Identity is constructed  

Conspicuous consumption of valuable goods is a means of reputability to the gentleman of leisure.  E.g in a modern day world people showing off their i phones and other expensive goods.  Also they do this through the use of Fashion.  The upper class will always look to wear something new to keep the distinction between their class and the lower classes.

Georg Simmel

‘The feeling of isolation
is rarely as decisive and intense when one actually finds oneself physically alone, as when one is a stranger without relations, among many physically close persons, at a party, on the train, or in the traffic of a large city’

Simmel suggests that:
because of the speed and mutability of modernity, individuals withdraw into themselves to find peace
He describes this as

‘the separation of the subjective from the objective life’ 

‘Discourse Analysis’
• Identity is constructed out of the discourses culturally available to us.
What is a discourse ?
• ‘... a set of recurring statements that define a particular cultural ‘object’ (e.g., madness, criminality, sexuality) and provide concepts and terms through which such an object can be studied and discussed.’ Cavallaro, (2001)

Possible Discourses
• Age
• Class
• Gender
• Nationality
• Race/ethnicity
• Sexual orientation
• Education
• Income

Discourses to be considered

• Class
• Nationality
• Race/ethnicity
 • Gender and sexuality 

Class

Mass Observation, a group of posh upper class people going to see how the other half live.

Slightly mocking photograph of middle class people at the beach in brighton.

Race/ Ethnicity

To be a black artist how do you portray your ethnicity.  'No woman, no cry' links with Bob Marley song and also he has used the rasta colours here.

Gender and Sexuality

‘Edmund Bergler, an American psychoanalyst

writing in the 1950s, went much further, both in

condemning the ugliness of fashion and in relating

it to sex. He recognised that the fashion industry

is the work not of women, but of men. Its

monstrosities, he argued, were a “gigantic

unconscious hoax” perpetrated on women by the

arch villains of the Cold War –male homosexuals

(for he made the vulgar assumption that all dress

designers are “queers”). Having first, in the 1920s,

tried to turn women into boys, they had latterly

expressed their secret hatred of women by forcing

them into exaggerated, ridiculous, hideous clothes’ 

Group Project // Inkspire

1.The nature of your business

Business name

Inkspire

Business activity

Illustration 
-Prints
-Clothing
-Stationery

Mission statement

Business objectives
What are you plans to achieve your sales target in the first 12 months?
What new products or services will you introduce in the following two years to grow your business?
What is your long term / 5 year goal?

The people in the business
How many people are employed?
What are their roles?

6. What is the structure of your business?

Describe the organisation – draw a diagram if appropriate

7. What is the legal status of your business?

Is it Limited Company or partnership, social enterprise, cooperative or are you a sole trader?
Why have you chosen this status – what are the advantages

________________________________________________________________________________
2. Resources

1. Products or services

Describe the range of goods/services you are selling 

Say what percent of turnover each will provide ( e.g. boutique – 20% clothing, 60% jewellery, 20% hats)

2. What resources do you require?

What equipment do you need (e.g. office equipment and furniture, display and lighting for a shop, studio equipment, company car / van)
How much will these cost ? ( to the nearest £3,000 )

3. How much stock do you need any stock to start your business?

 (e.g.  clothes for a boutique, food for a café, books for a book shop)

How much will your sales stock cost ?  (to the nearest £3,000)

_________________________________________________________________________________
3. Prices

1. How have you worked out your prices?

State what your pricing strategy is

2. How do your prices compare with your competitors?

Name 3 competitors and give evidence of their prices

4. Customers

1. What evidence do you have that anyone will buy your product / service? 

Is it a popular product / service currently provided by lots of others
Is your idea completely new?
Is there increasing demand for your product / service?

2. Who are these people?

Use segmentation to describe your typical consumer

If yours is B2B – describe the market sector (e.g. retail, food, leisure, SMEs, local bands, entertainment industry)

3. Where are they?

It may help to include diagrams or maps

4. How many are there of them?

This must be described in numbers form.  (e.g. population, tourist visitor numbers, number of local bands, number of retail outlets)

5. Why would they buy from you rather than anyone else?

Provide a SWOT analysis to show that you have analysed your strengths and weaknesses in comparison to your potential competitors 

6. How much will the average customer spend with you?

How often will they spend that amount with you?

Will your sales fluctuate due to external forces ( e.g. seasons or cultural / sporting events)

_________________________________________________________________________
5. How will you promote your business?

How will you advertise your products / services?

(advertising is not compulsory)

What other marketing methods would be effective for you? 

Personal Selling

Promotions

Public relations

Direct Marketing (Targeted marketing)

Internet

__________________________________________________________________________
6. Total set up costs 

Legal costs 

What legal costs might you incur in setting up your business, on protecting your intellectual property, registering with Companies House ( if appropriate) or using a solicitor to look at your contracts?

2. Resources

How much Capital expenditure in the first year?

How much will you spend on materials and goods for sale for the first 6 months ( Direct Costs)

How much will be spent on bills and overheads for the first 6 months (Indirect costs)

3. Marketing

Cost of promoting your business for the first year

4. How will you finance the business start up?