Evaluation

THE CAN AND PACKAGAINGThe technical qualities of my work has a variety of elements, for the product design that I created I used the Rotoscoping tool, this helped me to produce paint that would run down the can, for me this gives it a arty effect that hasn’t been used on other drink products. I got my inspiration from the I-pod advert, I went on Goggle and went through product advertisements, when I came across the I-pod advert I found that the paint stood out massively and it had a strong colour effect across the page. Before rotoscoping I had to find images that would

fit the product, then I found an image of blue paint pouring, this looked great because it helped me to chose the final colour for the paint but also the shading on the paint image was so detail and effective for my product. By rotoscoping the paint it gave me the freedom to create the shading from the paint and the shapes that run down when the paint is being released, by doing this it started to create a theme throughout my work. Knowing that I was going to use a paint theme, I made sure that my font and objects would fit into that element. After this I used a ‘Motion blur’ effect, this made the shading and the paint marks (on the right and left on the can) blurring so it looked like it was moving down the can, I believed this method was used very well because it made the paint look like it was about to pour down the can, this makes it look urban and retro with the colour scheme and the way the motion blur has contributed to the can. I changed the paint on both side of the can to 81% opacity, this was because the paint looked to messy and didn’t have any contribution to the can, so by making it more invisible it means it looks much smoother and has a neater approach to it. I used a colour overlay tool for the paint, the orange background and the brown square. I did this by double

clicking on the layer; this helped me to choose a mixture of colours for the product. Once I found the right colours for the Irn-bru product then I made sure that it worked well with Irn-Bru’s past work so that it flowed and had a theme going throughout. I made sure I had a brown box behind the text, this was good because then it would help to make the words stands out, I use a opacity on the box so it didn’t stand out to much with the background. I also used the stroke tool on the main number so that it stands out and tells the audience that it’s a completely different product, the 32 needed to be the main object on the product so by making it large and different from the Irn-Bru meant it would take up the packaging and give another element to the product. I knew that what I technically did for the can worked really well when putting it across the packaging, the rotoscoping looks detailed and the fact that the streaks are thin makes it look more realistic. I feel that 90% of my can looks really good and professional for a mainstream audience, the only thing that could be improved would be the paint spray that is on either side of the big area of blue paint. They could be improved because they look more like spikes that paint splashes, to change this I should have warped them so that they were moving around and not having any control of what they are doing. They do also look like a bit of graffiti on the can, this isn’t a bad thing as the product is new and modern but I feel that it doesn’t work with the movement and artistic feel of the paint theme. I feel that the 90% of the product works well because of the main colour theme that is orange, blue and white, they fit perfectly with the Irn-Bru theme but they are also a brighter version of those colours which means they stand out to the eye and that they show a brand new energy drink. The ingredients section of the packaging looks very professional, the fact that it’s a different font type makes it look quirky

to fresh, I used the font ‘Apple Garment light’ because it was neat and was light so that it wasn’t overwhelming on the page. By using the ‘American Purpose’ on the main title and then the sub titles was a good idea as it fits well together and shows that each title is important throughout the product. When making the ingredients section look good I looked at other drinks in class and found that the ingredients, bar code. 500ml were the most important information on each bottle. I found that if I put a QR code in there then it would look like it’s up to date with technology, business and adverts us QR codes now to get there audience to there website, I thought by doing this it would fit with social networking and introducing a modern twist towards the product. By also showing the ‘recycle’ picture it shows that it is a proper product that wants people to be environmental friendly and also trying to make the planet better by having less waste. By involving that but using quirky sentences like ‘don’t forget to recycle’ will help the audience to feel more comfortable with the meaning of the picture and to not ignore because it’s to intimidating. I find that having a mixture of objects like links and recycle images will make the product look more interesting and exciting. By having a artistic theme to the product, it will help bring in the audience because it’s youthful and colour to look at, if a teenager was walking around with a brightly colour drink, you’d want to know what it is.

When researching a lot of drinks products I found that most of them were very masculine and dramatic e.g. Monster, they has a black background with the main logo on the front, even though it’s very simple, it’s quite mysterious and manly. You’d see a male buying it instead of a woman due to the dark colours and theme. By making my product fit to purpose I had to look at all the Irn-Bru products to see what their layouts were like and what font they wanted on their products. I feel that my product has fitted in with the purpose of the Irn-Bru theme, this is because on the ingredients section of my can I have used quirky sentences like ‘join us’ and ‘remember to recycle’ these are small funny sentences that are relaxed and smooth which is what Irn-Bru look like throughout there advertisements and products. I feel that my cans are quite explosive and extravagant to what Irn-Bru would normally use for their products, the use of blue plaint and a brightly coloured background has helped make the product different from the rest. By being so different it has helped to make the energy drink more unique, this is a good thing because I didn’t want the drink to link in completely with the fizzy drinks, I wanted it to be similar but to have a big edge towards it so that it’s fresh and new for the audience. The font that I used has fitted the purpose perfectly as it’s very similar to their original font but instead this one is very comical and youthful which would be perfect for teenagers and adults up to there 30’s. I think the fact that each element has it’s own job and meaning makes it more exciting and fun for the audience, I like that all of the quirky elements are also modern and new which can really fit in within a mainstream audience.

The planning and development side for making the product worked really well, I tried to make as many ideas as possible so that it fitted the theme but also made it brand new and fresh. To do this I kept going through different designs but always kept the orange and blue theme, this is because I wanted the product to stay in it’s orginial colours so that the audience would recongise the product straight away but then realise it was an energy drink. I planned more by looking through different can designs through Google and Bing, I found that products like Monster and Rockstar really made there design fit with there title and colour scheme. I followed on from this information by keeping the orange and blue but adding different elements like paint splats and lightening bolts, I thought by having this idea it would bring a strong object into it and then just have the font on top which would make the layout easy to look at and very creative. I feel that by going through my different designs and elements it has helped me to find a design that has made the can look professional and clean looking.What didn’t go well was the fact that I had to make sure that the shading was perfect on the product, I felt that I was letting the design down due to the fact that the shading looked fake and that it was ontop of the paint instead of merging with it. By making the development

better I made sure that I used different tools like the ‘opacity’ and ‘motion blur’ tool because I thought by making it invisable and blury it would help to merge in with the paint. Overall it does look much better than before. Even though looking through research and past products helped me with my design I did take a long time in trying to find a fun, different design that would fit the Irn-Bru theme but also finding a balanace with the energy element of it. This was diffficult, when trying out different shapes on Powerpoint I found that there was a mixture of shapes that I could use for the product, by trying different onces out like the lightening bolt I found that no other product has made an artistic can just like mine. This helped me to move forward with the theme of the advertisements and further packaging.

I think the development stages were really important for the final design for the can, I think without developing ideas or trying different shapes and fonts out, I wouldn’t of

been able to find a strong theme and look, instead I would have rushed and made a product that would not of been at the same standard. The effect it had on my final product was that I wasn’t sure what size can I would need to produce a new energy drink but when I looked on google I found that the measurements for a fizzy drink can would be 330ml, then once I looked at

Monster and Red Bull I saw that they used a 500ml can as there main product but then they use a 250ml can for when people just want a small boost. Even though this was a good idea I thought that the 500ml would be a perfect size as the space for design and holding the drink’s information would be enough to show of the drink to the customers. The development stages didn’t actually change some parts of the design, for the ‘32’ bit I used a ‘stroke’ tool and made it a brightly coloured orange that was from the can, then I made the stroke quite large so that the number would stand out more and would be easier to read. This worked really well and made the number 32 more important that the companies name, which I learnt through developing the number. When creating the background, paint and the font, I realised that you couldn’t read the text very well due to the brightly colour background, so by making a brown square it helped to push the font out and to merge into the orange background. This worked well in the development stages because everything looked clear and they all had different sections on the can.

MAGAZINE AND WEB BANNER

The tehnical qualities that I found was most important from my magazine ads and web banner is:- Filter Gallery > Poster Edges- Filter Gallery> Accented Edgesmage > Adjustments > Hue/Saturation- Image > Adjustments >Threshold- drop shadow tool

These technologic tools really stood out for me when I was producing the ads and the web banner, this is due to the fact that I rarely use them and they made a massive difference when I put them within the images. For the magazine (on the left) I went through different effects on the filter gallery, I chose the Poster edges effect because it looked retro and still showed a lot of detail in the image. The fact that it made it look like a poster image was really good because it brought out there facial expressions which is what I wanted for the slogan. I chose this image by going through Google images and typing ‘working in a office’ from this I found this image, from asking peers and tutor they thought that this was an image that Irn-Bru would work with and it fitted the theme quite well. The picture was perfect because you could use sarcasm so well as they

all had funny expression which you could work with. After putting the ‘poster edges’ filter on it, I straight away used the ‘threshold’ tool, this helped to bring out the darker parts of the image, I did this multiple times as the image did look to light or to dark, it was easy by sliding the arrow back and forth to see which shading was the best. Once I chose this I used the ‘hue/saturation’ tool, this brough out all the colour that was needed for the image, I loved this part because you could chose whether you wanted it to be over the top and bright or quite dull and boring. I chose to have the colour quite bright so that more orange and blue would come out of the image, this linked with the main product and colour theme, even though I used a white background, the image and product showed what colour scheme I was using. I was really pleased with how the second magazine layou went, the technical tool that stood out for me when making this advert was the fact that I used Filter Gallery>Accented Edges. This made the hand look wrinkly and soft which I didn’t plan for when making the hand, I knew that if I rotoscoped it then the hand wouldn’t have the detail to look good or realistic. By using this effect it has made the hand look 3D and completely real. Everything else on the poster was quite simple to do, I used the Hue/saturation tehnique on the ‘BARR’ logo because I wanted the colours to be the same as the colour scheme on the advert, so by making it orange it would fit with the font and can. My web banners were created so that they would fit with each magazine ad idea, I wanted my first web banner to be exaclty the same as the orginal add, so by cropping the characters from the orginal image into the web banner, meant that they worked together and you would recognise what company it was from. The technique that stood out for me was using the ‘drop shadow’ tool, this helped me produce a background shade so that it looked like the Irn-Bru can had moved forward, this gave another 3D affect. Before hand I just placed the can on the web banner, this looked really boring and had nothing to bring attention to that product, I improved it by adding this ‘drop shadow’ tool so that it had movement and that it would bring a lot more awareness to the drink. My second web banner was done for the same reason, it’s exactly the same as my secound magazine advertisement and the same objects and elements are involved within it. The only object that I did change was to make the ‘shout bubble’ into a purple/blue colour which would link with the colour scheme of the can, I wanted the slogan and can to work well together so that they are both giving of the same message to the audience. I have used the same font throughout all my magazine advertisements and my web banners, I feel that if the fonts are the same then you know that they are a similar campaign and both saying a strong message for the new product. The font ‘American Purpose’ has fitted perfectly with the product, web banners and magazines because it’s bold, easy to read and stands out for it’s youthfullness. This is perfect for the target audience and the advertisement.

I am pleased with the look of the web banners and magazine layouts. When I look at all of them I feel that they are all very modern and quirky which is what Irn-Bru would want, my first magazine layout is defifiently gender neautral for any age, this is because it looks like a instagram layout. Instagram is another way of social networking through images, I thought this was a perfect Idea as younger people love to try and post creative images and trying to be unique and themselves. By having an image that represents the advertisement helps the audience to read what’s going on and also people understand messages more when it’s through imagery. I also used this idea for the web banner also, by cropping two characters that had the most obscure facial expressions means the audience to pick that up and then read the slogan, this would show that it’s a comedy advertisement that a mainstream audience would enjoy and tell other people about it. The overall look of the magazine and web banner is that it looks technoloic, which is an issue that is always circulating around a society, technology is growing in popularity and being a normal day to day object so by introducing that into our advertising would help to bring the product into a mainsteram audience. I went into a different approach with my secound magazine layout and web banner, I actually made it up from scratch because I thought my other ideas weren’t to a good standard to what I wanted to do my advertisements. The magazine layout to

me looks very professional, it has a comic book theme that’s powerful and really grabs your attention when looking at the slogan and can, I like the fact that the can, hand and slogan all mean the same thing and has a clever twist to it so that people find it quirky but serious. I thought I should try a comedy advert and then a serious one to see which one would suit Irn-Bru more and I feel that they both suit the company because they are professional and has similar font to what the company would have used. To me what has let down my products is the ‘BARR’ logo, I feel that it’s not placed in the right area and if I was to change it, then I would either put the logo on the can or not on any of the Ads, this is because it looks lonely and doesn’t looked placed properly. I feel that my weekest advertisement would have to be the secound web banner, It looks like everything was plotted on there so that it was similar to the secound advertisement. Even though it is and that;s the goal, I think I should have thought of a better design so that it was similar but still unique in it’s own right.

The planning and development side didn’t work very well when it came to producing my magazine advertisements. When I first started I had a three main ideas, when trying to produce them on Photoshop it was difficult because only one idea worked. The first idea was having one person in the middle of the layout that would have an distinctive outfit on and then the slogan for it would be ‘drink up, not the tea, Irn Bru’ this would link with what that person and the fact that a cup of tea was a very typical English thing to do in society. This idea didn’t work because I thought it was way to simple and didn’t really fit in properly with the Irn-Bru theme. My second idea was about creating a cartoon UFO that would come down and shine on the drink product, when I first thought about it I wanted the surrounding background to be rotoscoped and then the product would look realistic in the centre of the page. Instead I realised that my can was rotoscoped so all of the background and can would come together which wouldn’t be a bad thing but I didn’t want it to all be cartoon because that’s taking the theme completely away from what Irn-Bru would have done. This picture shows the background and how the products look, I think if there was opportunities to develop more work I would have probably added a creepy alian theme to the adverts so that it was different and unique for the audience to see. I would have done this without the UFO because by looking at this image the background would look good on it’s own. When I knew that those didn’t work I tried to produce the office scene, this worked really well because I could put a simple tool on it (filter gallery > Poster Edges, on Photoshop) that would make it ‘poster like’ instead of rotoscoping which was a much better method in the end. I think following on from the office scene I didn’t really know what I wanted to do with the image and then I got inspired when I went on Instagram, on the website the images were centre of attention and allowed to tell and message and story. This worked very well for what I was doing, I put the picture in the centre with a black frame so that it had a border which would look like a picture frame. Some instagrammers would use this to make there images look smarter and more sophsticated, I took this on board and tried out different colours and I found that black would be the best because it goes well with the natural white background. This gave the outline to the Instagram look, then by putting in the product and text it look very techno and modern which is what I wanted in the end.The next magazine was a completely new idea that I found when researching product advertising, when looking through I found a lynx advert, this advert really stood out for me because the shape and strongness of the hand look quite powerful and it made the product look worthy and strong. That’s what I wanted to encorperate within my advert, so by going on google images I found a hand that was perfect for grabbing a large can, this look perfect. I did this by putting the can onto of the hand, then by putting the can layer behind the hand layer, meant that the can moved behind the hand, this gave a relistic image that the can was being grasps by the hand. This helped to give a good slogan of ‘Feel the energy’ which meant that you can feel the can but taste the energy. I wanted the ‘shout bubble’ so that it would direct the human eye towards the product, you would naturally read the text and then it would guid you towards the product which I thought would be a effective.

I think my final pieces fit the mark of what Irn-Bru would want, it has a variety of emotion, style and flar that has made the new energy drink more exciting and defifiently a good contender to other energy drinks. The style that has come across in there ads is all about being modern and youthful, throughout making these products I found that asking my peers was very important because 17-20 years old would defifiently buy an energy drink or fizzy drinks so to ask a strong target market really helped me to produce my advertisements. There main comment for when looking at these was that they liked the fact that the objects were sticking out and bold which caught there attention, the can was a good size so people knew straight away what the advert was about and the slogan really fitted with the images provided. This helped me a lot and by always thinking of designs I made sure that there was always a strong colour theme and story between both adverts and the web banner. This could either be done through showing of certain characters or having a large hand that would feel the product, to me the ads are simple and say the message very well for the audience to see. By putting all my products together I think my favourite piece is my secound magazine advert, this is because it’s so out there and unique to what Irn-Bru have done in the past. It’s quite powerful in saying ‘here’s a new energy drink, try it’ because of the size of the shout bubble. I found it on Google images and I used the colour overlay tool so that it was bright white, white and black work really together, as I learnt from working on the first magazine layout. I am very pleased with the work that I have produced and I feel that it will fit Irn-Bru’s target audience and the fact that it would fit within a mainstream audience as well.