task 6

Social Action and Community media

Task 6 –Mood Board

Patrick Gouldsbrough

The inclusion of the social media posts in this mood board is because I want to try and entice a young demographic toward my products that I create for SAS. This is due to the fact that I think the education that the SAS give to consumers should start a young age so it’s then part of their ideologies later in life, which may then reduce the issue of sewage and waste on the beaches of Britain. By educating the young demographics, the problem in the future will look after itself, as long as the same level of intensity in terms of campaigning is kept up. By adding a social media section to my products (my campaign poster in particular) I will entice this young demographic and hopefully educate this age group to support the SAS because at the moment it’s very much an older demographic charity. Even if I decrease the mean age of the charities membership and consumers, this will be a success in it’s own right.

In terms of the colour scheme for my product range, I wanted bright colours which would entice my desired demographic, while allowing for an environmental and marine theme to be fulfilled at the same time. The blues and greens have connotations of both marine and a greener planet and if used together, could contrast well to make an effective piece or product range. While those two colours would be effective and could be the colours I use for my final piece, I want to experiment with further colours, like the other two I have put on this particular mood board. While the light blue colouration doesn’t directly link to marine life, it connotes cleanliness and water which is the aim of SAS in the grand scheme of things. As for the yellow colouring I have also added; I thought it could be an effective colour to use for a young demographic themed piece, despite it not directly linking to the environment or the ocean. The brightness and the sharpness of the yellow will appeal to the bright colours that conventionally entice younger consumers and will hopefully do the same, should it be used for the SAS products.

An important part of any product or promotional tool is the imagery used on it. The first thing I had to decide is whether I wanted to use positive or negative imagery for my product range. While this decision was tough, I finally concluded that I positive imagery would be the most effective way to go, due to the fact that most of SAS’s existing products use negative imagery already and the fact that I’m trying t rebrand the charity makes me think that an emulation of the imagery isn’t the best choice for this project.

Another key part of any product range is the fontal and textual features used in the layout. Like colour schemes, I have added a range of fonts so I can experiment with them further in future tasks. Like I have established throughout past projects, a combination of sans serif ad serif fonts are the obvious choices and can be effective when paired together. A range of thin and bold fonts are also included because I haven't decided what style of text I want yet, I just wanted to ensure that it was clear and easy to read, due to the fact that this is important when designing a product range, especially for a young demographic.

Surfers Against Sewage

Surfers Against SewageSurfers Against Sewage























If I were to appeal to a female demographic for my product range, there is one factor that needs considering over any other. Stereotypically, over the years, females have been turned into sexual objects in advertising and promotional tools, despite some adverts trying to appeal to this exact demographic. While I have considered trying to fit into the traditional marketing campaign, I want to try and subvert the stereotype and portray professional surfers that are at the top of the sport which may inspire women and therefore get them to hopefully back the campaign. As well as this SAS are looking for a professional look to their products, not an easy sale over cheap sales techniques through portrayal of women. For this reason, I have decided to include professional surfers to inspire the women who are either amateur surfers or people who want to get involved in what way they can. However, putting too many images of professional surfers can give the impression that surfing is for professionals only and it’s not good for beginners or amateur surfers to part-take in this sport. This is why I have also decided to add imagery which depicts amateur women surfers doing well on the waves, which could inspire woman and give them the push to take up surfing and join the SAS campaign (as well as the main focus which is selling the products I will later make for the SAS).

While I have decided to include many images of surfing in this mood board (due to me wanting to get across the message about what kind of charity SAS are) I have also included an image of a clean beach, which shows the effects of SAS’s work and efforts and may persuade more people to join the fight against waste on beaches, due to the initiative needing momentum to keep on top of the issue. While males may look more for an instant impact and want the issue resolved straight away, women realise this issue is a long-term campaign and can’t be solved with just one piece of legislation , they realise SAS must keep up their efforts to bring about change. This is why I have included the clean beach images; they not only depict the change SAS have already brought about, they show what the charities plans are in the future and their vision for the next few years and beyond.

As for the colour schemes, they are similar to the ones that I selected for the younger demographic, despite the fact that I have made them more pastel orientated and toned them down. The reason I chose these colours for my mood board was that instead of bright colours and restrained colours, which appeal to young and make demographics, women look for toned back colours that still have a bit of a striking elements to them. Another reason I selected them was for the correlation between the colours I selected and the colouration in the images I selected on my mood board. While the blues on the slide have an instant link to the colours in the images, the oranges, reds, greens and yellows are good contrast colours for the blues on the imagery (some primary contrast colours, some just work together well on a layout. However, experimentation is needed to determine this fact and the result will determine what colour I will select for my final products). Like the mood bard I created for a younger demographic, I have used a collection of simple serif and sans serif fontal choices, which will look effective if combined correctly on my product range. However, as for bold fonts, I have tried to stay away from the inclusion of such fonts, due to women stereotypically choosing products with more of a stylised, thin font. For this reason, most of the fonts I selected for this particular mood board are thin, stylised fonts that are easy to read (clear fonts are the most important factor when choosing fonts. No particular demographic are appealed to by clear font but if you are hoping to sell large quantities of products, you must ensure the textual features on your products are easy to read)

While I have so far included images of social media for the younger demographic and amateur women surfers that will appeal to a female demographic, this mood board for a male audience focuses on the idea of challenges and aspiring to be the best. In nature, male demographics are more competitive than any other and to appeal to them some brands try and get a competitive edge or some form of challenge to appeal to this demographic. The idea that I have tried to create for this mood board is no different; I want to try and challenge the male demographic to take up surfing and hopefully join the campaign as a result. While I have used similar functions to the female mood board, such as the mix of amateur and professional surfers that show that it can be competitive (something men are enticed by) while suggesting anyone can take up and part-take in this sport. As for the surf boards inclusion in the mood board; I wanted to attempt to find the part of a male that cares about aesthetics while playing sport and the desire to not just have any other surfboard but to have the best surfboards (Again, it’s challenging a male stereotype and it’s playing on the idea of a competitive side of the male demographic). The last piece of imagery used on this mood board is a picture depicting SAS’s trip to parliament to try and get legislations changed in favour of their campaign. While it seems like a strange addition; I stated on the female mood board analysis that they understand that this campaign against beach waste is a long process and it can’t be solved instantly. While this is still the case, males look for instant impact and the effect of the initiative, which I will include on the products, due to the fact that it shows SAS are actually making a monumental impact on the environment. For this reason, the charity may acquire more male demographics and make more sales on their products.

In terms of colour choices on this mood board, I have gone for restrained and darker colours, compared the selections I made for other demographics on previous slides. As a general stereotype, male demographics aren’t enticed by bright coloured layouts or products and they much rather prefer something that is restrained in colour (another idea could be a restrained colouration to the product with a bright coloured band as the secondary colour on the product). As you can see from the mood board, different shades and tones of blues have been selected as potential choices for my product range. The main reason for this selection is that I think the blues will link well and contrast effectively with the colouration of the images I have selected. As for the red, I think it will contrast the blue well, despite the fact that I believe two shades of blue will work well on my product range.

Fontal choices are something that is hard to select for a product range, due to them been key to a design and if chosen wrong they can make a product successful or unsuccessful, dependant on the choice made. While I selected very stylised and thin fonts on my female demographic mood board, I have gone for the opposite on the male audience one. With the selection of many bold fonts, I’m hoping to still try and select a bold serif font and pair it with a thin sans serif font, like I will whatever demographic I choose to produce for. While this is a very definite idea to have at the idea generation stage of a project, I have made the mistake in previous projects of choosing decorative or handwritten fonts that aren’t clear and let my overall product down by appearing hard to read and therefore failing as a concept. While I will experiment with lots of fonts, some easy to read and some handwritten, this idea of easily readable fonts is pretty definite and will add a lot of effectiveness to my final piece if applied successfully and to the correct degree.

task 6

Education

product range

range of fonts

sas products

young age

effective colour

effective piece

negative imagery

positive imagery