Task 7 EvaluationOli Walwyn

Are your finished pieces fit for their intended purpose?

• I think that my finished pieces are fit for the intended purpose I outlined in my planning documents. The ideas that I had have been developed into the final product which I think fits what they are designed to do.

• In my aims and consideration sheet, I outlined a number of logistical issues that I might come across in my research and production tasks such as financial issues and ethical and social considerations. These are the criteria of which my production needed to follow so that they fit their intended purpose and have the correct audience.

• I have selected all of my finished posters, logos and merchandise so that I can access and evaluate whether it fits the intended purpose for this project.

• The intended purpose for this campaign is to bring about national change, to change attitudes and to raise awareness of homelessness.

Fit for intended purpose- poster• Here is one of my finished posters. The intended purpose for this

poster is to bring about national change, to change attitudes and to raise awareness of homelessness. I feel that this poster effectively handles these purposes. It uses negativity to play on the audiences emotions and make them think about why homeless people is something that’s been accepted by society.

• I think that the blue highlighted font stands out against the dark grey background, and there is the same effect with the homeless man. This aesthetically emphasises and reinforces the intended purpose, which is also complimented by the ‘take action.’ and the fist in the bottom left corner of the poster.

Fit for intended purpose- poster• This is another one of my finished posters. I feel that it draws sympathy and

empathy from the audience as it makes them consider the situation and effects of homeless on regular people. It uses language and text to be emotive about how it feels to be homeless, which might make the audience consider or reconsider their attitudes towards homeless people.

• I think that the monochrome of the poster works well to reinforce and add to the emotions that the poster plays on. I have polarised the homeless man to make him stand out and make it so he doesn’t fit with the style of the image. I think that it also helps that you can’t see the man’s face as it makes his appearance depressed and recluse.

Poster comparisonI think that my poster fits with the conventions of similar styles of work. They all use a combination of image and text to appeal to the audiences sensitivity and sympathy. It could be to do with how the text is positioned (such as in the bottom right poster) or what is conveyed in the language (such as the middle right poster) – in my poster it’s both.These similar posters use black or white text as it’s more impactful and direct. In my poster I’ve used black and white text depending on the light available in the background. I think this stands out and makes people more likely to acknowledge itThe branding is an important feature in this type of poster. Brand recognition amongst an audience is a key selling feature, even when it comes to a charity campaign. The middle right poster uses ‘Simon On The Streets’ in a stylised font whereas my poster uses ‘Help The Homeless’ in the logo. I think this is an important part of legitimatising and finishing off a poster in this style.

Fit for intended purpose- poster• This is another one of my finished posters.

It uses a black and white image of someone sleeping rough on the streets. The text is wobbly and insecure which is metaphorical for the lifestyle a homeless person lives and I think fits the style. It feels messy and confused and might make people think about how it is living on the streets.

• Like the other posters, the purpose of this poster is to bring about national change, to change attitudes and to raise awareness of homelessness. I feel that it accomplishes these things and the message within it is clear. It doesn’t need clarification with a large title stating a fact as it’s clear what it’s trying to say with the imagery and emotive words that it uses.

Fit for intended purpose- logo• This is one of my finished logos. It needed to be relevant to the issue,

aesthetically pleasing and eye-catching. It also follows the conventions and patterns of similar logos such as Starbucks and various other brands. There is a visual element or design in the center of a circle and the text follows the path on the inside of the circle. This shows that the logo is fit for the intended purpose and is effective. It has the potential to do as well as other successful brands/companies.

Fit for intended purpose- logo

• Here is another logo that I made. This one combines the visual elements and text to make it a sort of hybrid logo. Below I have compared my logo to that of Adidas and Vans which are similar in that they are simple, and both use a combination of text and image. For example, in the Vans logo, the V is stylised with a line that spans the lengths of the text. I tried to imitate this technique and used a house silhouette as the letter H in house. This shows how my logo fits in with the conventions of popular logos.

Fit for intended purpose- logo• Here is the final logo that I made (the bottom right). I used a visual

element to define the idea of the charity which is similar to these to very famous and recognisible brands. They are in similar styles and use an oval shape as their template for the logo.

• The purpose of the logo is to help support the brand and be visually attractive and eye-catching. I think that it achieves all of these criterion. The black-on-yellow colour scheme makes it stand out and bright. The text and hand outline are easy to read and not over complicated.

Fit for intended purpose- merch• These are some of my favourite t-shirt designs for the merchandise

section of production. The purpose of designs is to raise awareness of the issue of homelessness while also being stylish and attractive. I think that I succeeded in doing so.

• The designs are relevant and look good – I would certainly wear it. I felt it was hard to find a good balance between relevance to homelessness and attractiveness. Homelessness is an inherently ugly and displeasing issue and so I had to use symbols and elements of homelessness and incorporate these into creative designs.

Merchandise Comparison

Above are some more t-shirt designs that I made for my homeless campaign. I think the designs represent my brand – the same as how the crisis ones do. They all have their logo on them so they are recognisible. They are all relatively simple designs and carry the message of the campaign – for example the crisis t-shirt below has the slogan ‘homelessness end here’ whereas one of my t-shirts has ‘help the homeless’.

These are all fundamentally the same. I think mine look authentic and could be sold as part of a campaign.

Fit for intended purpose- merch• Here are my designs for some mugs that will be a part of

my merchandise. I think that they are appealing designs, especially compared to other charity mugs like the cancer charity mugs on the right. I think my mug designs look the part and work for their purpose – to raise awareness. My ‘why is this acceptable?’ mug design also has ‘www.helpthehomeless.com’ on it to legitimatise it – it looks more professional like the pancreatic cancer mug with ‘pancreaticcanceraction.org’.

Fit for intended purpose- merch• Here are additional designs I have done

for my merchandise. I thought about what fits in with the theme of homelessness that people could buy and be relevant to the cause. I think that the wallet looks stylish and the design on the mug is quirky and appealing. The purpose of these are obviously to raise awareness and campaign for homelessness. They are both items that will be seen by other people and so self-advertise the cause. I am pleased with the out come of these items.

Do they communicate your message clearly?

• I would say that they convey the messages I intended for them clearly. The theme of my work represents the ideas that this campaign is about - support for people who are homeless.

• I used a variety of slogans and name ideas such as ‘help the homeless’, ‘why is this acceptable?’ and ‘take action’. This all reinforces the ideas of change and activeness and so communicates the message clearly.

• My products also use a variety of symbols and imagery to visually aid the audience. These feature recognisable hands which is effectively sign language and figures that are curled up inside a house. They act as visual stimulation which might be more impactful than the text in the product and so are important.

Are they appropriate for your target audience?

• The target audience for my social issue is very broad and extends to every adult that isn’t homeless. Because of this, I had to make my work as accessible and relatable as possible. If anything it was more of a challenge than having a niche audience as it meant that everything I did I was considering whether it was appropriate for the whole spectrum of my audience.

• I’ve avoided anything offensive or explicit. However, some of the posters I’ve made play on the emotions of the audience and are very negative so could be inappropriate for children in that respect.

• My work contains images of homeless people sleeping rough and so in an extreme censorship environment, this could also be deemed inappropriate for some audience. Generally speaking this work doesn’t exclude anyone from seeing it.

Compare and contrast your original intentions with the outcomes you have arrived at.• Here are some original mind maps for my ideas:

• At this stage of production I was mind-mapping ideas to see what would be most appropriate for topic of homelessness. I went into as much detail as was necessary until I had a range of ideas to choose from. The concepts in particular on the homeless poster ideas mind-map foreshadow the poster designs that I made during my product phase.

Compare and contrast your original intentions with the outcomes you have arrived at.

Here shows the original ideas in comparison to the finished posters. I have used these ideas in production which shows how the outcomes are similar to the original ideas.

• Here is a comparison to my original merchandise ideas to the final products.

• I’ve taken the most appropriate merchandise ideas and turned them into designs that work well with my topic and branding.

• Perhaps to make some improvements I could start mocking up some of the other ideas and turning them into actual designs.

Compare and contrast your original intentions with the outcomes you have arrived at.

What impact do you think your advertising campaign will have on the public? • I think that the work I have produced is

strong and impactful and will make people question their own views on homelessness. I think that the posters I have produced are particularly good at this. If I saw this in a public place like a railway station or in a town square it would certainly get to more and be more effective than the average brand poster or advertisement.

• Even the nature of my final logo design is very direct. It doesn’t use any euphemisms or symbols that try to mask the issue. It depicts exactly the issue that the campaign is about and is honest with the real facts and issues about surrounding modern homelessness.

How effective are the techniques you have used?• I like to think that the techniques I have used in my production have

been effective. I have followed the conventions and traditions of each medium of branding and campaigning – logos, posters and merchandise.

• The ways and styles I’ve used text and imagery in each different setting looks professional and authentic. For example, the way I’ve used text on the mug suits that type of product and looks appropriate. I’ve put a link to the website along the bottom curvature of the mug and branded it along the handle as I thought this would be most appropriate. Another example is the text around the outer ring of the help the homeless logo which is a common style among logos and looks legitimate.

Is the content effective? - Poster• I think that this content is effective.

They offer high contrast styles and direct imagery and use of language.

• These posters have an insubordinate tone to them and use title phrases like “Why is this acceptable?” and strong words such as ‘disturbed’ and ‘suffering’.

• Out of the final production, I would saythat the posters are some of the most effective and stronger works. The images are saddening and overwhelming negative to have a sharp affect on the audience.

Is the content effective? - Merchandise• I think that the purpose of this content

is to appeal to the audience. I think that as far a homeless charities go, this merchandise is very effective at promoting the issue of homelessness and appealing as attractive to the audience.

• These wears and accessories promote the ‘help the homeless’ brand. They all use similar imagery and so would be effective if they were released as a collective. The designs are also similar to some of the elements used on my logos and on my posters. This consistency adds to the effectiveness and professionalism of my work.

Is the content effective? - Logo• I think that my final logos are effective. They

each offer a different style/theme/brand to my work and the idea of homelessness.

• The first logo uses the brand name ‘Safe House’ with the H stylised to the image of a house. This promotes the idea of the charity being a safe place for homeless people to go.

• The second logo uses the bright and colourful idea of a hand offering to help someone: ‘Helping Hands’.

• The third logo idea uses a actual imagery of a homeless man who looks sad and depressed in a house – it highlights accurately what the issue is about.

• All of these ideas are simple and have been used effectively to make a visually pleasing logo that fits my social issue of homelessness appropriately.

What are the technical aesthetic qualities of your work? - Poster• There are a range of technical qualities that I have incorporated into

my work. • In this poster, I wanted the inside of the title text – “Why is this

acceptable?” to match the same texture and style as the grey brick in the background. I did this by duplicating and sandwiching the layers of the text and background. I think this has worked well. I then used a blue drop shadow in the blending options of the text to make the text stand out more.

• Another aesthetic quality in this piece is the dark background in contrast to homeless man. This is done by using the ellipse marquee tool around the homeless man, select inverse and changing the brightness and exposure in Image > Adjustments. This gives contrast and makes the homeless man stand out against the background.

What are the technical aesthetic qualities of your work? - Poster• In these two posters I’ve used similar technical

aesthetic qualities. In the poster to the right, I’ve used Edit > Transform to change the shape and arrangement of the text, making it look weary and bent. This adds to the style of the poster and compliments the imagery and message that the poster contains.

• In the bottom right poster, I’ve used the transform tool to put the text on an angle to make it look like its part of the back wall and the ground respectively. This works well as it looks like it’s more a part of the scene rather than just random.

• I’ve used the ellipse marquee section tool again to select the homeless man and used Image > Adjustments > Polarize to make him in great contrast to the background and to match it fit in with the style of the black and white text.

What are the technical aesthetic qualities of your work? - Merchandise• The technical qualities of the merchandise section is

slightly different to posters and logos. It was more about how to fit and adapt the existing elements of my work onto different merchandise items.

• On the white-grey t-shirt, I’ve used the same image as in my poster but I’ve adapted the title to make use of the space available on the t-shirt. I’ve changed the colour of the drop shadow in Blending Options > Drop Shadow to make it match the colour of the t-shirt.

• On the blue t-shirt, I used a stroke on the fist to make it stand out against the blue background. I did this by using Blending Options > Stroke. On the crimson t-shirt, I used another stroke, this time white, on the homeless emblem to make it have more contrast and stand out.

What are the technical aesthetic qualities of your work? - Merchandise• Again, I had to adapt the existing elements

onto my merchandise. This meant changing the positioning, the style and the colour schemes of my elements, logos and brands.

• For example on the mug in the top right, I’ve completed changed the positioning, colour and style of the title text. I’ve used a number of blending options such as stroke and drop shadow to make the mug aesthetically pleasing but also not too complex as to not put people off.

• These are also noticeable my wallet and travel mug. I’ve made effective use of stroke and drop shadow to look good on the black and white backgrounds.

What are the technical aesthetic qualities of your work? - Logo

• Experimenting with the technical aesthetic qualities of my logos was an important part of the development stage. They all use a range of shape tools to make them possible.

• On this text-based logo, I spent a good amount of time changing the positioning of the text and character options such as spacing and size in order to look clean and professional. I had to space it right as the house element which is an image wasn’t part of the text and so was on a separate layer.

• The black box around the text was created using the rectangle tool and layering it behind the existing white box. This added some security to the words and made it feel traditionally more like a logo.

What are the technical aesthetic qualities of your work? - Logo

• These logos make use of similar ellipse shape tools. On the bottom right one, I held shift while I was creating the shape to make it a perfect circle whereas in the top right I freehanded the shape and made it an oval shape to fit the hand element.

• The most difficult technical quality of these two logos was getting the text to sit on the inside of the ellipses. I had to use a tutorial to show me how to use the ellipse tool to create a path and how to inverse where the text sits on that path. I had to go into the path section and use the direct selection to position the text. I think that this exercise was rewarding as the logos look professional and I am happy with how they look.