Ad/Graph Thesis – Diagrams and Plans

Last week, I explained that I wanted to put solidify what my execution would look like. The class gave me a few great suggestions, and I've since reached a few conclusions:

• 24 examples of human experiences are enough to get people thinking, but not so numerous that it becomes overwhelming.

• Creating alcoves in the exhibit instead of removable boxes means that eliminate several unpredictable variables.

• Making the exhibit in removable sections is great for transporting it, but I'll need to really nail down how it won't fall apart during the show.

With all of these elements in mind, I've put together some detailed schematics as to what this project will look like. Some of the measurements are subject to change, but on the whole, this should be about the right size and height for most prospective visitors. Here's what I've done:

I'm also done refining my list of the items and experiences I want to have in each door. The timing couldn't be better, given the fact that on Thursday, I'll share my idea with other seniors and hopefully get some help sourcing items!

Lastly, I've scheduled a time to Skype with my mentor on Saturday. Hopefully, he'll have some solid feedback to give me on this project.

That's all for now. There's still some work to be done, but we'll see where everything goes!

Big Brand Project – Research and Observations

Last week, I explained that after doing some initial logo exploration, I'd conduct more research in the form of focus groups and surveys.

I'm thrilled to say that I've conducted 3 focus groups totaling 10 individuals, as well as a 10-question survey with almost 50 responses. I think everything went very well.

The focus groups I conducted were primarily comprised of discussions of different candies, but the real knowledge came from a projection technique that we used to help personify these brands. Here's a small compilation of their thoughts on Swedish Fish in particular:

I've also found images of individuals that closely represent these various candies, based on the descriptions my focus groups gave me:

I then proceeded to create a 10-question survey that brought in almost 50 responses. In looking through the results, I learned quite a few things. For example, people are heavily influenced from their childhoods, their tastes can vary dramatically, and candy can be a means of making them feel more youthful. Here are a few slides that illustrate some of my findings:

Originally, I wanted to target a younger, 20-35 year old demographic by using nostalgia as a key factor in my strategy. However, upon further discussion with the class, I think I'll be taking a slightly different approach, which would tap into a quirky, more exotic personality.

Within this next week, I'll continue to explore my logo concepts, possibly conduct more research, and craft a solid strategy that can inform the directions of my deliverables.