Kasumi MIYAKE // Graphic Communication

Sunday, 18 March 2012

Amazon gift card service

Amazon gift card designs

After viewing the existing card designs on Amazon, I have developed a few card designs to add to the range to give more choices to consumers. Some of the existing designs were focussed on selling Amazon as a brand which does not really capture the thought value.

After conducting a survey (thank-you to those who filled my questionnaire!) I have found that people do not buy gift cards because it lacks thought and so it doesn't have a special value in giving the present. If people were to buy them, they would buy it for birthday occasions and give it if they didn't have enough time or didn't know what to get for the person.

This has lead me to consider creating a 'Create your own card' generator on the gift card sections of Amazon's website and an app that could be downloaded for free to easily create your own customized design. Considering that some gift card buyers do not have enough time, the buyer can also have the choice to simply choose from the gift card designs available.

Applying gift card service on the homepage

Amazon's homepage has the gift card tab so it can be easily accessible. However, it is not very obvious, and could benefit from advertising to get people to know about the customized gift card service. In order to communicate this to the audience, I have created a pop up that will appear when a visitor enters the homepage.

The buttons allow direct navigation to the card choices available as well as the customise generator with the click of a button. The gift card designs will have a scroll feature so that the viewer can see the range of designs available immediately. I have decided to utilise a pop-up function to attract the viewer's attention. By adding the rainbow gradient to hide the main homepage website helps to make the pop up the main focus of attention so that viewers will have to read it before closing the button.

I will need to sort out how the page will look like once the viewer clicks on the design or customise option. I intend to make them comply with Amazon's current simple layout and create a card design generator with tools that are easy to identify.

Monday, 12 March 2012

Gift card questionnaire

Create your free online surveys with SurveyMonkey, the world's leading questionnaire tool.

Non-smoker guide to lung cancer- Awareness Campaign

As my lung cancer awareness project has shifted to aim non-smokers instead of smokers, I have brainstormed and have created my initial visualisations showing how I could deliver this campaign.

I have decided to create a text image of a lung to create a infographic based visual that informs the viewers the message that although the primary cause of lung cancer is smoking, lung cancer does not only affect smokers but also non-smokers. In order to highlight this, I have used my statistical findings to create a more convincing tone of voice. The pink and white hues help to capture the lungs but also helps to induce a softer tone of voice. I have tried to convey that the organisations are there to support people. I know that the typography isn't right at some places but I am just trying to create quick visualisations just to show my idea.

I thought that the QR code could slowly appear as if mimicking the sign of a lung cancer as you would see in an x-ray to highlight the importance of seeking early diagnosis in a more subtle manner. This could also attract more attention due to the interactive nature of the poster due to the movement. However, I am not sure if this is a bit too ambiguous.

Strategy:

I have decided an app would be the primary media tool to reach and interact with the audience because it can be downloaded instantly, easily and for free. The app can be downloaded and viewed privately by the audience so they do not have to feel hesitant about finding out information. They can view it at a time and place they feel comfortable.

The audience can simply snap a picture of poster and be directed to iTunes where they can download the app for free.

I have started considering the features the app would need and the basic layout. I think four main headings will help to categorise and organise the information needed for the audience. From these categories I will need to further develop what information needs to be included. I intend to use the same visual aesthetic of the poster to keep it cohesive.

Sunday, 11 March 2012

Cadbury Fill in form

Once the audience scans their QR code they will be automatically directed to a webpage where they can fill in their contact details to receive a free Cadbury Bubbly bar which will be sent to their doorstep. I have tried to keep with Cadbury's brand aesthetic by employing the purple hue and logo. I have also included social sharing tools (fb, twitter and Google talk) so that the audience can create buzz and get more people to know about the product and try the product. This could help to generate hype for the campaign.

Initial webpage visualisation (click on the images to see a bigger image version)

Simple and minimal.

Circle bubble vectors to anchor the product and QR code poster.

Bubble wrap popping game on the side. Perhaps this could appear while the page is loading so that the audience can interact with a game whilst waiting for the page to enter.

Poster sale for funding degree show

One-off posters are going to be sold to raise money at Orange tree (Fund Fest event) on the 13th of March to fund Loughborough Visual Communication's Degree Show.

Please show your support and buy a poster! And come to the FundFest event!

Saturday, 10 March 2012

Week 4 Review

The feedback I received from my tutorial has informed me to modify parts of my projects and has allowed me to see where I can develop my concepts to allow maximum potential to become successful campaigns.

In summary:

Cadbury
- can also be advertised at cinemas
- change the direct mail so that it can be shared via social media (have a QR code which will direct the audience to enter their details to receive a free bar- this will allow the company to receive information about their audience as well)
- visualise the pitch with an infographics aesthetic

Lungs
- instead of targeting the mainstream smoking audience, target a niche audience so that the campaign has a more specific message.
- the campaign could consists of a poster that enables the audience to download a free app and check their symptoms?

Gift card
- the international/transatlantic idea concept is good, perhaps amazon would be a good company to use for the gift card as it can send worldwide
- the idea of personalising the card via recordable voice message makes it more appealing and thoughtful

Cadbury 'Recieve a free bar'

This part of the campaign will consist of a poster/ flyer (some kind of print medium which has not been decided at this moment).

The viewer will snap the QR code from their phone and be directed to an online website where they enter their contact details to be delivered a free bubbly bar. The form will include a sharing tool so that people can spread the word to create hype.

I will also visualise the website and this could bring other media activities to be incorporated eg. online Cadbury games etc.

Print visualisation development

I have employed Cadbury's brand colours so that viewers can immediately recognise the print to Cadbury. To capture the product, I have utilised a soft rounded and three-dimensional form to the typography to make it appear like bubbles. The QR code helps to anchor the brand as well as making it more aesthetically interesting than monochrome QR codes.

Testing with the product image on.

Testing out with a light background to see if it works better with greater emphasis on the product through the contrast.

The darker purple hue is more aesthetically fitting to Cadbury's brand image. The product would not need to be placed if I can evoke the 'bubbliness' of the product via the visuals.

By refining the visuals with more three-dimensional looking bubbles that are in the colour of chocolate helps to convey the 'bubbliness' of the product. The Cadbury logo helps to amplify the brand's image. The glowing font effect helps to attract more attention and evoke the need to attract attention like a treasure which in this context would be the freebie. I intend to further develop and refine this latest development by refining the bubbles.

If I go along with this then this may mean that I do not execute the bubble wrap direct mail concept.
Or i could modify this design to fit into a direct mail.

Bubble wrap direct mail prototype
(note: this is just a quick prototype to explain how the direct mail concept works)

Thursday, 8 March 2012

Research publications

In order to find a more effective approach to target my audience, it is vital to understand what strategies have been utilised for current campaigns.

I ordered publications from MacMillan and Roy Castle Lung Cancer Foundation for my research so that I can look at the designs and information provided on the publication to see what key messages they voice out in their campaigns.

Supportive voice given for those who are experiencing Cancer.

Informational booklet with lots of information on lung cancer.

Early diagnosis posters with brief information on lung cancer (information provided in Welsh as well).

Bold colour usage. Key message: Early diagnosis. Call to action to get people to check up early.

Bright colour usage. Focus on the content than the visual in terms of imagery. Straight to the point message.