In order to develop and refine the adverts further feedback was gained from Lydia's tutors to help identify how the if the illustrations complimented the copy or if the typographic experiments should be developed further.
Feedback
- Use of illustrations works well more effective as compliments and aids understanding of the copy.
- The use of paracetamol box, pizza and cheap vodka is too focused on act of drinking rather than cleaning, needs to represent the act of being hungover rather than what causes a hangover
- The candle doesn't resemble couple enough could try toothbrush or wine glasses as suggested in initial ideas
- Text message response is most successful however bright blue clashes with other more pastel adverts, doesn't work with other adverts
- try muting the blue more so it works with other ads
- Typeface used for text message design works best, could be implemented across all adverts.
Response:
Based on the feedback given both Lydia and I discusses how to develop the responses further. Editing the message outcome was straight forward as we decided to make the blue lighter and the text box white which allowed the copy to stand out and be more legible at a glance (see figure 1). The additional text was also removed for the final design as Lydia felt it wasn't necessary and distracted from the copy (see figure 2). We decided to experiment with the use of two toothbrushes for "setting the tone" (see figure 3-4) as this reflects a relationship more than wine glasses but also relates to the cleanliness aspect of the product. Initially black and white was used however this made the advert too flat (see figure 3-4) therefore pink tones where reintroduced to add some definition (see figure 4-5) however the use of a background colour didn't have much effect therefore we changed to colour of the toothbrush holder, adding a gradient to make the illustration more life-like (see figure 6). Personally I thought the gradient was unnecessary as by changing the colour alone, making the rim of the pot white added enough definition (see figure 7) however tutor feedback preferred the gradient. The main issues faced when responding to the feedback was finding imagery that fit 'sober self' as initially Lydia suggested a hand half on the side of the add so it looked someone passed out. However it was difficult to make the arm look life-like as initial experiments looked too stiff (see figures 8-9), not fitting the copy. Therefore we decided to add in a bed (see figure 10) to give more context to the idea that the hand represents someone passed out after a night out. This allows the arm to look less rigid whilst adding context, allowing the illustration to make sense in relation to the copy (see figure 11). The addition of a colourful 'club stamp' on the hand further reinforces the concept behind the illustration.
In relation to the colours used pastel shades where used to give the impression of a fresh, clean environment within each design, also allowing the adverts to look as if they are part of the same campaign. Furthermore Helvetica Neue has been implemented across all adverts as tutor feedback said it was more appropriate as it was easier to read at a glance. Personally I feel this typeface lacks impact however it is a very legible typeface making it appropriate for adverts seen in a short space of time such as on busses or billboards. Shake n' Vac has also been included as well as product imagery as just featuring the product didn't showcase the brand enough as it wasn't quite clear what the advert was for.
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| Figure 1 |
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| Figure 2 |
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| Figure 3 |
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| Figure 4 |
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| Figure 5 |
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| Figure 6 |
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| Figure 7 |
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| Figure 8 |
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| Figure 9 |
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| Figure 10 |
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| Figure 11 |
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