Hot Desk Feedback for First Drafts of Ancillary Products

Critical Evaluation of First Draft of Album Advert

 

This was the outcome of my first draft for my album advert. It clearly carries the same design of the burning clock from my digipak cover, as well as the bands logo and Haettenschweiler font. I wanted the clock to have the same impact as it had on the album cover, making it take up 2/3 of the page. Increasing the size of the bands logo also adds visibility to audiences to recognise who this page is advertising. However I didn't need to over size it as I wanted to make sure the image carry the same recognition as the bands logo, so audiences could instantly connect two and two together.

 

Having the ratings at the top were deliberately put there, to catch the audiences attention first. The way they crowd round the image is also deliberate, to make it appear as if the band is encircled in good reviews that will give more persuasion to the audience to listen to them. The emboss styling of the stars also makes them appear like a badge or stamp, as if they've been approved and awarded by reviewers, with a drop shadow that leaps them off the page. In red, they not only fit in with the colour scheme but reflect the danger, passion and love that this album relates to.

 

Writing at the bottom is organised, varying in sentence length and colour. Listing platforms in which to listen to it directly targets the indie target audience, widening availability for people fond of this genre of music, but also for those wanting to listen to something new. Mentioning the 'hit single Stay Awake' also makes connections with the music video I have also produced, promoting not only the album but the song and music video as well. Adding another emboss feature to the 'DEBUT ALBUM OUT NOW' balances the image and makes it also leap from the page. Having this final line in capitals creates more demand towards the audience, showing the album is out and it is now necessary to buy it.

 

Now I had created my first draft I would then show this to my focus group to gain feedback to make sure it targeted my indie audience the best way.

Constructing my Album Advert

Experimenting with Layer Styles

When making my advert one thing I wanted to experiment with was the 'banner' displaying the stars of a rating from a review at the top of the advert.  Although I could keep it flat on the page I wanted to take it further and develop my skills in styling the layer so it stood out in a page.

 

I started by looking at the different style icons next to the history bar on Photoshop. When hovering over each gave a brief description as to the effect of it. Pressing on the one circled below, it came up with making the layer have a drop shadow, gradient overlay,

bevel emboss and stroke.

 

 

I started by adjusting bevel and emboss. Changing size and depth gave a clearer outline for the shape appear to be printed on, whereas shading would then deepen the lines and have them come out the page more. Moving the angle marker would then vary the way in which the shape would stick out. For my version, I made it point downwards as if looking down on the rest of the words.

 

 

Secondly I readjusted the drop shadow. Much like the shadow levels of the emboss tool, I could rotate the angle of the shadow to fit my image. Also the distance could change how far away the shadow was from the shape. I thought I would readjust it so the shadow was the same distance the clock gave to the backdrop.

 

 

Changing the gradient was quite simple, giving a gradual change in colour across the stars. Also scale could adjust how strong it was over the image.

 

Finally creating a stroke was one of the simple but most effective buttons. Just moving the size marker could increase the width of the stroke around the object, with  preview to the right of the box. Looking at the preview display was useful in all different layer styles as it prevented having to keep going over the same style if you wanted to alter it.

 

 

This was my final outcome which showed a clear difference from my first design. The layer styles were successful in making it stand out from the page, as if hovering over the image itself. The emboss styles also gave a more texturized feel to the shapes, making them almost appear like medals been awarded to the band. Experimenting with these editing tools were very useful in the development of my product and my own skills, as now I've used and understand their purpose I can apply them to future projects and creations.

Adjusting my Music Video: Edit 4

Due to me designing my digipak and advert designs on a more traditional style clock, I needed to show my video to have the same consistency and still be relevant to both products. This meant going back and changing the existing clock present in my music video and replacing it. I did the same style footage with the new clock, displaying it in front of a bright backdrop that almost created a dreamy effect to it. Once in Premier Pro I then gave it the same attributes as the original footage, making sure it still showed as a time laps and went backward in time. Whilst editing I thought I would also include end credits displaying the bands name, the directors name (being me) and listing the actors involved. I used the same Haettenschweiler font to correspond with my brand identity of the band.

Critical Evaluation of First Draft of Digipak

This is the completed version of my first draft of my digipak. It demonstrates each section, with bines accurately marked and the position where the CD will go. I think this has come out really successfully to my original flat-plan and shows great connection between each panel. The choice of having each outer panel have the same de-saturated blue background works immensely well, creating a circle of shadow around each of the features that draws focus to the centre. I want my audience to deconstruct this digipak as the breakdown in love. We see on the front cover the burnt clock face representing the burning of time; the burning of the timescale in which this relationship has taken place, with the two figures place next to each other in the black void. Having it burning rather than just being smashed makes it appear even more dangerous, giving an insight into how dangerous love can be, in which the audience can witness through the music video, making clear connections between both products. Choosing to eventually use this clock and replace the clock within the video was a very good idea, as using the same clock may have not given the same authenticity or recognition to what object is being burnt. The logo ties in well with the whole idea of burning, with the white writing covered in speck of black as if covered by the ash of the clock. With the text also being contained in a black box, it also adds formality to the page, showing this logo will be one the band will use for future albums. Placing it between the legs of the clock rather than to one side adds balance to the image, and breaks conventions of usual digipak cover, making this album appear more individual and creative.

For the back panel I consistently used the Haettenschweiler font that created brand identity as it would be used in all their products. Keeping all text throughout the digipak to simple black and white kept to the simplicity of the genre I was trying to portray, as well as working with the minimal imagery top create a clear indie album that reflected the simple but meaningful sounds of the band. For the layout of the back I kept with conventions, aligning text central and keeping legal information and barcode to each side of the bottom third.

Using the reoccurring motif of the people within the opening panel worked effectively in creating harmony and relevance between each of the panels. I liked this one especially as what the audience would think would work out as a perfect relationship contrasts to show a broken heart, with the shards scattered beneath it. This continuous break down of components is like a visual representation of the breakdown in the couples relationship, showing how hazardous love can truly be.

In terms of the inside designs carrying through the burnt effect worked well. In  way it shows the progression of a breakdown, the smoke covering the lies and deception on what should be a white pure canvas of trust. The middle section showing another burnt circle but still having white behind it shows the slow revealing of layers of lies and hidden truths, with the quote taken from the song "she didn't say you were the first, she didn't say you were the last one tonight", suggesting the secrets the girl is hiding. Finally the right inner panel is just left with a burnt corner revealing the same void as the cover, which the audience should depict as the final revelation of the relationship not working.

Overall I think my digipak shows clear relevance to my music video and the song it includes. Its minimalist imagery gives a dramatic visual collection of what the song talks about. This relates to the genre this album includes as it shows lots of meaning behind the simple design, which audiences can recognise and relate to. However to make sure this is suitable for my genre I must show it to a study group to gain feedback on its appearance and relevance to the other products and genre in general.

Constrution of Digipak

Photoshoot for my designs

Once I had decided on designs it came to the photo shoot to create the images for my digipak and advert. To do this and create the burn effect I wanted, I burnt numerous pieces of paper in a circle shape, which I would then edit together and place on the clock face. These photos would then provide the basis for both products that I would then go onto edit in Photoshop.

 

Final Advert Design



Exploring Advert Designs

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Magazine Advert Analysis

Final Flatplan for Digipak

 

 

 

This is my final flat plan design. the top image shows the way it would appear when printed on one image, and the second showing the breakdown arrangement of my design. I decided to have the front cover displaying the clock with the two figures centred in the black darkness of the burn. Choosing this design for the cover displays the burning of time, burning the timescale this relationship  consists on, and therefore reveals the void behind in which the male and female stand together but not holding hands. As the clock and concept of time going in reverse is significant to the music video I have made, displaying the clock would only make sense. However the clock featuring in my video at the moment is not in the shape of the old traditional alarm clock I have featured on the cover. If I used the existing one the signs and codes telling the audience the object is a clock wouldn't be so clear, as the burn would remove most of the clock face and give the appearance of perhaps a magnifying glass. Therefore to keep this design for my digipak to still relate to my video, I have decided to go back and change clock within my video so it films a time laps of a clock similar to this design.

 

I have chosen to include the love equation on the middle opening panel. It consistently uses the same figures as the cover in a simple design relating to the breakdown of love. The colouring of the figures not only show the stereotypical colours relating to gender, but relate to the people they signify. The girl in red should convey passion and love, yet also demonstrate that she is the danger in the relationship, with her being the one causing the breakup in the video. The guy on the other hand conveys the blue emotion, feeling depressed and alone because of the girl.  This representation is also stereotypical of a heterosexual relationship, relating to the video and a selection of listeners.

 

For the insides I have included a burn circle where the CD will be placed, including a quote from the song chosen for my video. Again this relates to the male and female figures on the previous sides. It also appears to be the burn is revealing the downfall in the relationship, saying "she didn't say you were the first, she didn't say you were the last one tonight", referencing the destruction the girl gives the relationship.

 

For the rest I have followed conventions of digipak designs and related it to my genre. The back clearly displays song titles with logos and barcode placed at the bottom so the music is till the main attention. A clear title of the self-titled album is placed along the spine as well, making it visible what album it is at all angles. Overall my minimalist design will demonstrate the music of my indie band, having motifs that relate to the music video its trying to promote. Also the choice to have a sans serif font throughout the digipak and for the band logo will add to this simplicity. I think my research into indie album covers influenced me greatly for designing, choosing to go with something simple but effective that will still sell the band. 

Exploring Digipak Designs

Once I chose an idea from my first designs I decided to experiment with the way of presenting my favoured idea. I chose the clock face with the burnt face, yet still wasn't sure the ways in which to display it. On the image below I experimented with space, band logo position, and what would fill the black centre of the clock. One thing I wanted to particularly use was a small male and female figures within the image, referencing the couple present in my music video yet could also relate to any listener buying this album. With the bottom left design, I thought the repeated motive of the people became too busy as a front cover but could possibly work inside the digipak. The bottom right design was also interesting, as I thought I could influence another one of my first designs of the record with the paper chain figures to be visible through the burnt clock, as if the different flaps of the digipak could be viewed through the front cover.  However this seemed a little over complicated to what wanted. I finally decided on the bottom middle design, providing a simple but symbolic cover relating to my music video.

I then thought about different images I could place within my digipak; simple images that reflected key concepts and themes of the music video. Here were a few ideas and there relevance to the video:

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As I had all these ideas and still wasn't sure on which particular one to use, I thought I would experiment designing the whole digipak, influencing each design into each.

 

I finally created these four designs, each with different layouts inside and outside the digipak. I also added a basic colour scheme to the designs, giving a basic idea as to the simplicity of colours and design. I experimented with the previous images on each design, seeing which worked best against the rest of the cover:

 

I finally chose design 1, that would then become the basis of my flat plan.