Monday, 19 February 2018
Tuesday, 6 February 2018
CK1 Evaluation
Research
From my research I saw that most of the CK1 adverts used both male and female models in order to show that this is a unisex product. They have also utilised body language in order to highlight the levels of power. They had both the male and the female in a stance of power so they were equals within the advert without too much objectification and sexualisation. The females in the campaign are normally stood in a pose that is not typically femaleSome of the adverts were filtered in black and white and also have quite a high contrast.
Design Layout
These are the original design layouts that I produced based on my background research on the CK1 Brand. I used the idea of a male and female model to advertise that this is a unisex product.
Logo Design
Using the original logo as a starting point, I created two different logo designs and then eventually decided which one I believed was the best for my campaign.
The first design I created was a simple black and white design with a large "1" and a small "CK" going through the 1. I decided against this design as it looked too simplistic and also the "CK" was too small and this was the main part of the logo.
My second logo design and the one I decided on using was also a simplistic design however I believed this design worked better with the audience and the overall feel of my advertising campaign. I chose a Sans Serif font (Microsoft Yi Baiti) as it is a lot more minimalistic and contemporary. This is also the same font i used for my tagline. I started with CK ONE in one colour and decided to put it in italic as I believe that adds a sense of prestige. I made the ONE bold as i wanted this to stand out in order for potential customers to be drawn into the product. I also made the ONE white so that it stood out further. The line through the logo is to add a sense of uncertainty as the crossing out is usually used to signify erasing/a mistake. This goes well with my campaign as I am aiming at a youth market of 15-35 and my message is to break rules.
Product
The product was photographed in a studio setting where I was able to get a clear shot of the product as well as a reflection (which I decided not to use in the final product). The lighting on the subject was set at f8 so that the product was lit up well enough to see its features. The background was set to f11 so that the background was pure white and also well lit.
Layout and Pictures
My camera settings were:
f8
ISO 200
Shutter Speed 1/125
My studio photographs of my models went with the original design layout I had in mind. The lighting on the subject was set at f8 so that the models was lit up well enough to see their features and the picture was a sharp product. The background was set to f11 so that the background was pure white and also well lit. I took multiple shots of the models in a neutral pose with different facial positions. and soon decided that I would go for a direct mode of address and have the models looking at the camera. The models were dressed to symbolise the youth by wearing caps and bomber jackets.
My location photographs varied slightly from the original design due to a change in location therefore I found a similar destination which was the same as my layout (but flipped so the building was on the other side. This also affected the placement of the logo, product and tagline in the final piece)
My campaign was centred around urban lifestyle and this influenced my layout. The body language of my models was always neutral, inspired by street wear and urban lifestyle models. I did not want my models touching but I wanted them close as i wanted to show individualism as well as intimacy. As they are in the same body language it shows power. I edited it both pictures to black and white as I thought this was best fitted for the theme. Also from my research I saw that many were also in black and white and I took this as inspiration.
Summary
What Went Well
Apart from the minor change to my location shot, my final products corresponded well to my initial designs and look professional. I went with the slogan "His. Hers. Everyone's" to highlight the fact that this is a unisex brand. My photo shoot went well as i produced the pictures as I planned and also the pictures were in focus and sharp.
Improvements
I think that my logo design could have been better if I had added some extra colour to it. I also could have made my location picture cleaner but removing unnecessary details like the lamppost and some of the imperfections on the floor.
From my research I saw that most of the CK1 adverts used both male and female models in order to show that this is a unisex product. They have also utilised body language in order to highlight the levels of power. They had both the male and the female in a stance of power so they were equals within the advert without too much objectification and sexualisation. The females in the campaign are normally stood in a pose that is not typically femaleSome of the adverts were filtered in black and white and also have quite a high contrast.
Design Layout
These are the original design layouts that I produced based on my background research on the CK1 Brand. I used the idea of a male and female model to advertise that this is a unisex product.
Logo Design
Using the original logo as a starting point, I created two different logo designs and then eventually decided which one I believed was the best for my campaign.The first design I created was a simple black and white design with a large "1" and a small "CK" going through the 1. I decided against this design as it looked too simplistic and also the "CK" was too small and this was the main part of the logo.
My second logo design and the one I decided on using was also a simplistic design however I believed this design worked better with the audience and the overall feel of my advertising campaign. I chose a Sans Serif font (Microsoft Yi Baiti) as it is a lot more minimalistic and contemporary. This is also the same font i used for my tagline. I started with CK ONE in one colour and decided to put it in italic as I believe that adds a sense of prestige. I made the ONE bold as i wanted this to stand out in order for potential customers to be drawn into the product. I also made the ONE white so that it stood out further. The line through the logo is to add a sense of uncertainty as the crossing out is usually used to signify erasing/a mistake. This goes well with my campaign as I am aiming at a youth market of 15-35 and my message is to break rules.
ProductThe product was photographed in a studio setting where I was able to get a clear shot of the product as well as a reflection (which I decided not to use in the final product). The lighting on the subject was set at f8 so that the product was lit up well enough to see its features. The background was set to f11 so that the background was pure white and also well lit.
Layout and Pictures
My camera settings were:
f8
ISO 200
Shutter Speed 1/125
My studio photographs of my models went with the original design layout I had in mind. The lighting on the subject was set at f8 so that the models was lit up well enough to see their features and the picture was a sharp product. The background was set to f11 so that the background was pure white and also well lit. I took multiple shots of the models in a neutral pose with different facial positions. and soon decided that I would go for a direct mode of address and have the models looking at the camera. The models were dressed to symbolise the youth by wearing caps and bomber jackets.
My campaign was centred around urban lifestyle and this influenced my layout. The body language of my models was always neutral, inspired by street wear and urban lifestyle models. I did not want my models touching but I wanted them close as i wanted to show individualism as well as intimacy. As they are in the same body language it shows power. I edited it both pictures to black and white as I thought this was best fitted for the theme. Also from my research I saw that many were also in black and white and I took this as inspiration.
Summary
What Went Well
Apart from the minor change to my location shot, my final products corresponded well to my initial designs and look professional. I went with the slogan "His. Hers. Everyone's" to highlight the fact that this is a unisex brand. My photo shoot went well as i produced the pictures as I planned and also the pictures were in focus and sharp.
Improvements
I think that my logo design could have been better if I had added some extra colour to it. I also could have made my location picture cleaner but removing unnecessary details like the lamppost and some of the imperfections on the floor.
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