The
typeface of our brand is very important because it will appear above shops, on
shopping bags, labels and swing tags. It must be consistent to ensure that it
is instantly recognisable to shoppers. On photo editor we edited our font to
decide which one we want to use.
After
considering all of the choices, and talking to people from our target audience
we decided that we will use this one. The name of the shop is in dark green
with black writing bellow in a smaller font. However at the end of our advert
the name of the shop will appear in white writing because of the black
background the dark green didn't show up.
As we are creating a department store advertisements and advertising our products, we going to need a brand name and an affective brand logo which will be well recognised and stand out to our target audience. Below are a variety of fonts of our brand name 'Tyler Holmes'. We asked out target audience again what typeface of our brand new was supportable and also capture the attention of the audience and also to make our product memorable and a well known product due.
This font, we believe is sophisticated and formal which is what we are looking for when we are creating our brand name. As we are aiming to be a 'high end' brand selling a high end product, looking at per-existing fonts from high end companies, they usually use bold, form black font. The use of clear typeface is important so it stands out and easy to see by the potential customers . It is classy and will attract the target audience of middle class. This is the one that we have chosen for our branding.
Rejection
We did not use these fonts when talking to the target audience, they did
not see it as the ‘high end’ and more informal text, in contract to the product
we are aiming to sell which is a sophisticated and professional text. The rejected ones seemed childish and not suitable for our brand we are trying sell which is for everyone not only the young but parents and the elderly so we need our font to attract all ranges of people
therefore be neutral and that's why we chose the font we have.
We did a
video asking for the feedback on the fonts and which was suitable for our
product.
Emily and I have decided we want to use a green screen while shooting our sponsorship sequence and web-pop up as we want to recreate different settings. Therefore we decided to do some testing with a green screen to gather an understanding on how to use one, upload and make it work in a video. We firstly, dressed up mannequin in front of a green screen and took a video using different angles.
We secondly filmed the setting of a forest for our background. When we did our first take of filming the forest we realised that the filming was a bit shaky, so we decided to use a tripod to make the filming more steady. We moved the filming onto iMovie to put the two videos together and added in music to practise using every aspect of the software for when it comes to do it for our advertisement. From this we have realised that the focus on the main item in front of the green screen as when doing it the background of the room was visible so thats a problem when making our sponsorship sequence and web-pop.
Problems may occur due to have many people in a shot the green screen may not fit everyone init, so further testing will need to be done to see if the need of the green screen is needed.
The table below shows the names we have chosen to potential be our department stores name.
To help us decide our name for our store we used a online name generator and chose the best names from there. We chose our four top names and asked our 10 people from all different ages and genders from our target audience which they preferred. The most popular name was 'Tyler Holmes'. We believe this is the most suitable name for our department store as it is catchy and links to our store as 'Holmes' is also a play on words which sounds like homes and as this is a department store which sells home items, it is suitable for our store. The other two did not stand out like Tyler Holmes as the target audience said they were boring and wasn't 'as catchy'. We also realised from previous research on existing stores similar to our own the use of males name seemed to be a theme for example, John Lewis and Marks and Spencer.
Below shows the task that should be down by the 7 weeks of researching. As shown we did fall a bit little behind of the research slightly and we need to get our planning down on time to not fall back again.
Below are emails that I sent to existing well-known department M&S, Debenhams and TKmaxx, asking for samples of there winter samples for home and clothing.
Below there is a list of songs we have
researched and gained feedback from our target audience about was suitable for
our adverts and what we should use. One of the things within the advert that is going to help attract the target audience is the music used. I believe that we need to be very particular with this to ensure it fits all areas of the in a sense that it pairs well with the filming and it is popular and current within the target audience. We also think that it need to be something that is remembered and therefore needs to be catchy and to fit our storyline also and create emotion to our audience and we want the song to be memorable so when heard the audience will link it to our adverts. Another thing we need to take into consideration is that there is different type of connotations to music. We have a couple in one of our adverts to create and therefore a romantic song and in advert two we have a different ranges of people of different ages and gender and therefore a song that everyone will enjoy. after looking through lots of music of different genres, we selected a few and put them into a table to the ones we felt were suitable. The music in this table also has some of options for the sponsorship sequence which we felt should be similar to the fashion advert. This will make it easier for us to choose the song now that we know what our target audience prefer.
After receiving feedback, after filming we will take the two/three best songs and see what suit the footage the best. This way we will be sure to have picked the right song.
Below there are already existing store logos. I am looking at a range of brand logos to help me create my own by seeing the type of typeface and colours department stores such as mine go for.
To help us create our create brand as it is important as we have to think of the features of creating advertisements for our department store. we look at the brands that existing department store typeface. Brands like M&S and Harrods are unique and bold typefaces which we need to aim to achieve also. These font are very formal and sophisticated due to the 'high end' and the target audience they are targeting. The models used are idealistic pretty, slim models, even including the middle aged are posh, middle class and usually white models, therefore we will break the conventions and use a mix of gender, ethnicities, sizes when creating our brand. We want our brand to promote family products strictly of Christmas. We will draft some typeface ideas and see what is the best for my product. When look at these typefaces from pre-existing companies, I felt that typefaces such as John Lewis and Marks & Spencer which use formal and bold font is the type I want for my brand.
COLOUR- I aim to use reds, green and whites mainly and maybe some blues as they relate to winter/Christmas colours. I think these ideas of presenting just from the colours I use to is to be obvious to the audience what season and time of year we are aiming to promote. I want bright but yet warm colours as that is how we want our audience to feel when they see our product LOCATION- The locations that I aim to use are Christmas decorated homes to link in with the target audience who are family and are the main base of many peoples Christmas and also promotes put winter/Christmas collection also. A forests will be ideal to show the winter weather which is ideal to promote winter essentials such as coats, hats, scarfs etc. A Christmas decorate streets will be essential for my advert as we want a shopping scene showing the buzz of Christmas and buying of presents as that is what we want to capture in our advert. MODELS - We want a range of ages and sexs. As our target audience is family, we aiming at the young to the old so our models will be a range of them wearing and promoting our product as this will show diversity and to show clearly who we aim to target. CLOTHING - As my advert is representing winter fashion collection so therefore We are going to research the latest winter clothing/home collection and feature them in our advert.
This mood board will help and inspire me to how to dress my models and were to set my advert/ sponsor sequence and web pop up. This board will help me still with my theme and how to plan when I am doing my advertisements.
Web pop-ups are small window that 'pop up' over the top of web pages in your internet browser. Advertiser use them as a way to grab your attention and sell a product to you. They are usually connected to what you search or what websites you tend to go online. The size of a web pop-up is usually small, as they are ideal to only fill a small section of the screen, but big enough to capture the attention of the potential customer. Usually pop-up come when you are on sites such as social medias and can also be sent within emails. They are recently on side bars, showing items you might of searched for earlier, which can just seem convenient. However they can be as annoying and a bother which can lead to blocking softwares to remove them and avoid them coming onto your computers. However can be also very helpful, and brings a lot of revenue in for companies as it is an instant thing can the audience can automatically click on and shop unlike tv adverts and sponsorship sequences are not instant, therefore doesnt bring as much revenue such as web-pop ups. Web-pop ups for companies brought in average of 1.2 Billion pounds last year.
As for example, this web-pop ups are A5 size, suitable to be easily visible but not to cover the whole screen. The use of the gif of the changes of shoes or the flashing 'final clearance' is used to catch the audience eye, to become interested in the product being sold as they see things moving, which causes a level of interaction between the pop-up and the audience. Bright colours are usually used to be eye catching and to stand out on the screen. On related pop-ups would appear, if you searched for certain shoes online, it is likely a pop-up selling shoes or giving discount of shoes would appear as the search engines and these companies make deals to make this happen. The use of '70%..' and 'Final Clearance' are trigger words used to really sale and persuade the target audience to come and look at the site, to be apart of the deals and to save but buy the up to date fashions.
Marks and
Spencer’s Christmas 2014 advert follows the journey of two fairies as they
sprinkle magic over unsuspecting people below for example, …the use of two
fairies literally spreading magic, reinforces the marks and spencer Christmas
magic. The sense of magic and fairies also allows the advert to appeal to a
wider audience of both young and older people.
The marks and
Spencer advert follows several typical conventions such as the key feature of
music, the music used is Julie London’s version of “fly me to the moon”, this
similarly emphasising the magical theme running throughout the advert. When
researching Christmas adverts I found that despite the adverts being for the
Christmas period and promoting Christmas products they do not usually use
festive songs, this is evident in both the 2013 and 2014 marks and spencer
Christmas adverts. Other conventions of TV adverts that are met in the
adverts include the timing as TV adverts are conventionally, .. and this advert
is …,also adverts usually clearly show the brand name, and this has been done
in both the 2013 and 2014 adverts with the brand name Mark and Spencer being
the final shot. (This is shown in the table above). However there are also
several features that marks and Spencer fail to include in the 2014 advert, as
they do not have celebrity endorsement.
Due to the theme
of the advert orientating around magic and the fairy characters promoting the
festive spirit, the advert appeals to a wide audience of both young and old
members. As the adverts appeals to young members of the audience through the
fun and magical spirit with the main characters being fairies, it also appeals
to older members of the audience, overall the adverts aims to target such a
wide audience due to the products being sold appealing to people of all ages,
similarly people of different ages are shown in the advert with children being
gifted with snow whilst another women is gifted with her lost cat.
Throughout the
duration of the advert he colour theme is primarily dark colours with the items
being advertised prominent, for example the images show the washing line
featured in the advert before the magic, with dull clothing and then the magic
transforms the clothes. The advert is set in a dark town setting the festive
scene, however the houses are shown as lighting up after the fairies have
spread the magic, this also shows the collection on offer at Marks and Spencer
as the houses that are bright and the scene is lit up, as they are furnished
with the marks and Spencer collection. This breaks the convention of usual storyline M&S but this can bring more interest and still does the same thing in advertising the product successfully.
The use of wording in big bright font and lightening really is dramatic and doesn't need for a voice over but clearly shows that they are talking about and also helps the running theme of 'the art of..' running through the advert clearly projects their theme of their advert. All this creative fluorescent lighting likes in with the 'art' theme. As M&S are a big company they can afford a big budget advert and having to compete with other companies they have to make it more exaggerated and big, for example the use of fireworks.
The use of over sized props really brings a sense of fun and excitement and does along with again with the art theme which is successfully used throughout the advert. The big props give this almost alice in wonderland feel. The use of over sized props, for example the handbag will clearly shows the product as it is the biggest thing on the scene, which is the a good way to promote products clearly and effective.
The use of zoom and panning through the table, as M&S always does not sell food but also food, this clearly shows the product, scanning through the table showing the audience the available product and the appealing layout will make the audience want to buy. the different ranges of angles and shots will make the whole advert interesting and exciting, from people's facial expression or bird's eye to show clearly the product is important to grab the audience attention.
The use of extreme close-up on the face to show facial expression and mood. Here it was used an effective when the women gasped really emphasised her emotion. It makes it quite personal when using extreme close-up.The use of bird’s eye view on the
plate clearly shows the food presented out nicely and aesthetically pleasingly,
promoting the food that they are clearly trying to sell.
Above is a mind map with the ideas we have come up with to create the Web Pop-Up. I will be taking lead on the shoot, animating and coding is something I am stronger at. However Emily will be assisting me with the shooting and helping with the decision making. The idea is simply getting a range people of different ages, gender, ethnicities and different movements and angles and will have the models facing forwards, backwards and on.
Dimensions: It is important that
we know the accurate dimensions of the pop-up as because we will need to use
these to make my product accessible on all different technologies. Also when we edit
the pop up and put it together we will need to be able to put in the correct
canvas size to look accurate and professional.
Pop-up ads and pop-ups are often
forms of online advertising on the internet intended to attract web traffic or
capture attention. Pop-ups are generally new web browsers windows to display
advertisements. We are also going to do a web-pop up for our own product, as we
believe that web-pops are an easy way to catch the attention of our customers
while they are online and direct them to our store. I know that there are lot
of different versions of web pop-ups, some are still images and some offering
the audience to sign up to something and a minority are animated gif. Our web-pop
will need to be eye catching and to the point about what is being sold. Below there
are examples still and gif web-pop up advertisements from existing companies. The
below web pop-ups are promoting similar to what we aim to do. They give the
audience an incentive to visit and possibly purchase a product from the
website, meaning that is it successful. Including a television advert/sponsorship
sequence will make the audience aware of the brand, however it doesn’t not
allow the easy access of directing them straight to the website as web pop ups
do. They offer seems to take up most of the pop-up, as it is the main selling
point. It usually comes across in a bold font, larger than any other writing. For
example the ‘30% OFF..’ is usually written in a modern, clear, eye catching font
leading the audience through a hopeful purchase. The colour schemes used seem
to reflect how established the company is and who the target audience is. ASOS
for example do use a lot of colour to attract their young audience, who will be
attracted to it, but for example M&S use a limited amount of colour amount
of colour. The fact that their brand is well known and household name, this
reflects the fact that they don’t need to colour to draw in an audience as they
already have one. Therefore the less colour the more ‘high end’ the brand
looks. On the other hand, the colour on the other examples helps to draw in the
audience and it make the pop-up look slightly more appealing. We are aiming for
a ‘high end’ product, therefore we are going to go down the M&S root of ‘less
is more’ when creating our web-pop’.
(press on
image to view gif:)
This is an ASOS web-pop is similar to what we plan to do for our own web-pop.They give the audience an incentive to visit and purchase from the website, meaning the meaning of the web-pop is successful. Although a tv advert and/or a sponsorship sequence may be more successful at making the brand more well know, it doesn't allow that personal, easy access directly to the website. The offer stands out and a good promoting tool. Being written in a bold red box and the words 'sale' being in the biggest font really shouts to the audience. The colour scheme is fun and eye catching,the use of reds and blues are bold colours are made to stand out and be bold which links in with the bold and quirky clothing that is sold by ASOS. The party popper, confetti background seems like there is a celebration and fun which will straight away capture the attention of the audience.
This advert really identifies what time of year/season/holiday it is. The season being promoted is Easter. The easter egg being used to reveal the sell is smart way to promote the sell. It is also fun and creative which will capture the attention of the audience. The use of the bold green background and the colour scheme of blues, whites and the yellow at the front which is an Easter colour, really stands out is vibrate which matches the spring season. The '25% of' at the centre makes it the first thing the audience will as a sell it is important. The use of the word 'exclusive' makes this seem like a 'one time deal' which will attract the audience to visit the site more because they will want whatever is special they offer.
This web-pop up is very simple when it comes to the colour scheme. As M&S are a high end department store the use of a variety of bold colours, such as ASOS has , is not necessary as it is already well known brand and also their target audience is of an older group and simple white and red will appeal to them. The use of 'sale' in a bold red font, is easy to see and stand out but without being over powering. Sale being the largest font is so that when the pop up, pops up it is the first thing the audience see and straight away know what it is about. All the other info about '60% off' in small font is the extra detail that they are likely to read after seeing the sale text.\
All the pops ups above are promoting a sale or an advantage to the customer such a discount or the audience they are targeting. Bright colours and cool designs and moving images that are eye catching and this way to make the audience these products.
