Module 1 Briefing > Strategy

WEEKS 2-4

Outline: Despite how creativity is often presented, good creative work requires careful planning. In this section, you’ll learn how to plan your creative work professionally. You can also learn to build your professional presentation skills.

Class 1A Vizualizing with Mood Boards

BEFORE CLASS

BUILD YOUR TECH SKILLS: Preparing images for web

WATCH these Lynda.com videos

"Drawing Vector Graphics"

Chapter 2.9: Using reference material

"Print Production Fundamentals"

Chapter 10.1 Understanding Illustrator

Chapter 11.1 InDesign layout basics

READ these readings

Preparing Images for the Web

Mood Board Learning

DURING CLASS

TECH

REVIEW questions & discussion

WATCH

Making of novum cover 10/13 from novum magazine on Vimeo.

The making of the Modus Learning cover from Sunday Publishing on Vimeo.

PROCESS

TOOLS Word / Illustrator, Photoshop, Camera / Camera phone

REVIEW 'Why does it work?'

INTRODUCE

1A Visualizing with Mood Boards

A mood board is something designers use to decide what kind of feeling they want a project to have.

Reflect on mood board images...

Why does it work?

Write one-two sentences on:

- typography

- color

- imagery (photography, illustration etc)

- layout

PRACTISE Visualizing with moodboards.

AFTER CLASS

PROCESS

FINISH your Visualizing with moodboards task.

SAVE your work in a safe place.

BACK UP your work in a second safe place.

CREATE a new post in your process journal. Name it '1A Visualizing with moodboards'.

UPLOAD Your work to your process journal.

Class 1B Audience Analysis

BEFORE CLASS

BUILD YOUR TECH SKILLS Keeping organized with file management

WATCH these Lynda.com videos

"Photoshop CS5 Essential Training" Chapter 21: Saving for Web

"Illustrator CS5 Essential Training" Chapter 19: Exporting Artwork for Use on the Web

READ these readings

Audience and Social Context from Basics: Graphic Design 02

DURING CLASS

TECH

REVIEW questions & discussion

PROCESS

TOOLS Word/Illustrator/pen and paper.

REVIEW Mood boards post.

INTRODUCE Audience analysis.

1B Audience Analysis

Form a complete profile of the people you want to see your work. Use these four ways to identify target markets

1. Geographics (where they live, play, holiday, originate)

2. Demographics (age, income, gender, spending habits, sexuality and/or race where relevant)

3. Psychographics (values, beliefs, faith)

4. Behaviors (at work, recreation, with family etc)

Based on these specifics, create a profile of your 'ideal reader' - include a photo of them, with descriptions of their life, values and interests.

PRACTISE Audience analysis.

AFTER CLASS

PROCESS

FINISH your Audience analysis task.

SAVE your work in a safe place.

BACK UP your work in a second safe place.

CREATE a new post in your process journal. Name it '1B Audience analysis'.

UPLOAD Your work to your process journal.

Class 1C Return Design Brief

BEFORE CLASS

BUILD YOUR TECH SKILLS Image file types for print and web

WATCH these Lynda.com videos

"Print Production Fundamentals"

Chapter 8.2: Understanding color space

Chapter 8.3: Examining image formats

READ these readings

RGB vs CMYK

Image File Formats for Print

DURING CLASS

TECH

REVIEW questions & discussion

PROCESS

TOOLS Word/Illustrator.

REVIEW Audience analysis post.

INTRODUCE Writing return design brief.

1C Return design brief

Your understanding of what is required. In your own words. the positioning of the design –

is it young and fresh? corporate? etc

- what specific needs the design must meet

- target audience the design is to communicate to

- quantity to be designed and/or manufactured

PRACTISE Writing return design brief.

AFTER CLASS

PROCESS

FINISH your Return design brief task.

SAVE your work in a safe place.

BACK UP your work in a second safe place.

CREATE a new post in your process journal. Name it '1C Return design brief'.

UPLOAD Your work to your process journal.

Class 1D Target Market vs Product Analysis

BEFORE CLASS

BUILD YOUR TECH SKILLS Image file types, raster vs vector

WATCH this Lynda.com video

"Print Production Fundamentals" Chapter 8.1: Comparing raster vs vector images

READ these readings

Bitmaps and Vectors

Image Types (from same book as Bitmaps and Vectors)

DURING CLASS

TECH

REVIEW questions & discussion

PROCESS

TOOLS Word / Illustrator / pen & sketchbook.

REVIEW return design brief post.

INTRODUCE Audience vs product analysis task.

1D Target market vs Product Analysis

> Does your audience need this information and why?

> Do the audience want this info? Do they not want it? Do they care?

> What does this audience already know about the area? What does it need to know?

> What single, unique, focused message should the audience walk away with after reading or seeing this piece?

> What has been communicated to your audience about this area previously?

> How do you expect your audience to respond to this communication? How will you in turn respond to your audience’s response?

Here is a fabulous example of a product that engages an audience of avid fans and keeps them engaged.

The Johnny Cash Project from Chris Milk on Vimeo.

PRACTISE Audience vs product analysis.

AFTER CLASS

PROCESS

FINISH your Audience vs product analysis task.

SAVE your work in a safe place.

BACK UP your work in a second safe place.

CREATE a new post in your process journal. Name it '1D Audience vs product analysis'.

UPLOAD Your work to your process journal.

Class 1E Competition Analysis

BEFORE CLASS

BUILD YOUR TECH SKILLS: Understanding dpi

WATCH this Lynda.com video

"Print Production Fundamentals"

Chapter 8.2: Looking at image resolution

READ these readings

Type Display on Screens

DURING CLASS

TECH

REVIEW questions & discussion

PROCESS

TOOLS Illustrator / pen & sketchbook

REVIEW Audience vs product analysis post.

INTRODUCE

1E Competition Analysis

1. Find two kinds of books/magazines:

- 10 Books/magazines aimed at your target market

- 10 Books/magazines in the same genre as your book

2. Post images of their covers

3. Describe their similarities and differences to your product

PRACTISE Competition analysis.

AFTER CLASS

PROCESS

FINISH your Competition analysis task.

SAVE your work in a safe place.

BACK UP your work in a second safe place.

CREATE a new post in your process journal. Name it '1E Competition analysis'.

UPLOAD Your work to your process journal.

Class 1F Brief > Strategy Presentations

BEFORE CLASS

BUILD YOUR TECH SKILLS Using Prezi

WATCH this Lynda.com video

"Up and Running with Prezi"

Chapter 1.1: What makes a good prezi?

Chapter 1.2: Planning your presentation

Chapter 1.3: Best practices

No readings this week.

DURING CLASS

TECH

TAKE Quiz 2 - Content

REVIEW quiz questions & discussion

PROCESS

TOOLS Prezi.

DUE Minor assignment 1 - Briefing > Strategy Presentations

REVIEW Competition analysis.

AFTER CLASS

PROCESS

NO PROCESS HOMEWORK THIS WEEK.