Casting, Props and Costume

I did not use any props, however my location was specifically selected in order to cater to the audience. The naturalistic background for most of the posters is aesthetically pleasing and appeals to the explorer audience type due to the idea of the outdoors. The summer feel in some of the posters also boosts a positive mood and therefore creates similar connotations towards the product. Therefore certain elements such as the brick wall, bench, and flowers are arguably acting as props in my shoot.

In terms of costume, I did not direct my models too much as it is more representative of the target audience if they wear clothes that they like. However it was quite an important feature to me that there were blue items of clothing, such as jeans, so that the blue could be accented in photoshop as part of colour psychology. Blue holds associative meaning with the product name 'wave' and also has connotations of peace, often described as tranquil, secure, and orderly. This appeals to my target audience who are aged 16-25, both male and female, fitting into the explorer and mainstream models according to Young and Rubicam. Jeans are a popular item of clothing therefore people will be able to identify with the models, fulfilling their personal identity needs.



My models were Katy Norgate and Ismail Callegari. I cast a male and female in order to present the unisex nature of the product who were within the age range of 16-25. Including 2 models from different social groups advertises the product as universal and therefore it appeals to the mainstream audience type, according to Young and Rubicam.

Location Reports

Location Images:


My location is on the Harlow College campus as this is a fairly photogenic spot which creates a positive connotation for my product. One example is a bench on a grass area surrounded by colourful flower bushes and scenery such as rocks. In the same place, an arch is present which can also be used within my photography. Other than this, I also plan to use a plain brick wall as this is a simple background like what I planned during my mock layout designs. It will draw attention to the models and the product, therefore making the advertising successful.

Risk Assessment - 

Possible Risks and Solutions

Slips, trip and falls Wear appropriate shoes such as trainers, and avoid the rocks.
Weather Wear warm clothing besides shoot in case of rain.
Injuries, sickness First aid staff and adults on college site.
Falling off the bench Be cautious, particularly in wet weather.
Banging head on arch Be serious while on set, no messing around. Be cautious

There were fairly limited risks due to this being a safe area made for use.

Final Images and Edits

First poster:

Layer Adjustment, Photo Filter, Grey, High Density


Hue/Saturation, Blues, +40 Saturation













Curves, Increased Brightness through darkening blacks and lightening whites.

Second Poster:

Use of Hue and Saturation to bolden the colour blue.

I also cleaned up the brick wall in the background using photoshop.

Third Poster:

In the saturated version, you can see that the wall has been cleaned up, and specific important features have been added. The brightness increase has made the image brighter which therefore creates positive connotations.

Fourth Poster:

Layer Adjustment, Photo Filter, Grey, 75%

Typography and Logo Design

Typography

The main heading was created with the typography 'Myanmar MN Bold' at a large font size of 156.29 pt. I made the font 'strong' so that it would stand out as the product name and catch the attention of the audience. I used sanserif font because this is more modern and therefore will appeal to young audiences aged 16-25, the target audience for the wave product. I warped the text slightly as the subtle, unconventional appearance

Tagline
The tagline was created to look fairly simple, with the Myriad Pro Condensed font, at 36 pt. It is also strong in order to stand out, however it does not draw attention away from the rest of the poster.

For one of my posters, the text wasn't very visible due to the colourful background. Due to this, I used the font 'Myriad Pro Bold', and made it a bright saturated colour of green, which also is associated with 'eco friendly'. I also put the text over a rectangle background with minimal opacity so that the background is still visible.











Logo

I created two logos. The first is a blue 'w' shape which begins to imitate the shape of a wave, creating anchorage between the product and headline. My other logo consisted of simple blue wavy lines which created the image of waves within the sea, which was simple yet effective. However I did not like how this appeared once edited onto the label, therefore I decided to use the first logo instead as a label. I used the paintbrush tool for both of these within photoshop.

Audience Research

Survey used to calculate audience reaction to skeleton layouts -

https://www.surveymonkey.co.uk/r/VXZTKHR

Qualitative Answers:

Summary

Through my first two questions, I discovered that the sample of people who took my survey were mainly the target age - 16 to 25. Seventeen were in this age bracket while 1 was younger. I am excluding the results from one respondent who did not take the survey seriously and left inappropriate or offensive answers. One of these responses has been removed from the screenshots completely. 4 respondents were male while 14 were female.
The majority of the respondents preferred the second image, overall rating the first skeleton layout 3 stars and the second skeleton layout 4 stars.
In both edits, the colour was well received by the audience. While 7 respondents favoured the bright poster, 6 favoured the dark saturated poster. Despite this, 5 respondents liked both. Therefore it is clear that this colour psychology is successful with audiences aged 16-25.
52.63% of the respondents felt like the posters were suitable for the target audience, while the remaining 8 respondents felt either only one or neither were suitable. This means I will have to improve this in my real poster, by using younger models or a fun slogan which appeals to the younger generation.
In general, the feedback for the first poster was to include a male model in order to display that the product is unisex. As well as this, others felt like there should be more colours. An editing mistake was also pointed out, in which I should not have placed the headline over the model's forehead. One participant stated this was frustrating, and therefore not well-received.
The second poster had less complaints, however some respondents felt that the colour scheme was slightly too saturated. One mentioned that it seemed too masculine, however most liked the poster and described it as 'pretty' or 'professional'.