Metaphors and Concepts

Final Product for Cookbook

Cookbook Update

Analysis of Presentations

Getting ready on moving on to our next phase of the cookbook prototype, we are to present out ideas to a group of people. At this time, it is important to display the information at the best present the information.

The pace of her presentation was well kept. When she was talking about an area or subject that people weren't aware of (such as the county) she shows where it is, as well as familiar locations around it. Her presentation is not only a story but meets important bullet points along the speech/presentation.

READINGS

I Do Declare and Be Selfish

I Do Declare

Holy shit, finally! An article that notes that blemishes during a speech are human. They key is the design behind something. Basically from this article I gathered that a presentation should be precise. The viewers only know what you're telling and showing them. When you say something in a paragraph, that could be said in a sentence, that's waisting your time to present (assuming there is an allotted time slot to present) and the viewers time for questions and comments. Showing visuals is key and can be a lot quicker to keep the image or idea stuck in the viewers mind.

Here are the main points in the reading that should be the "golden rules" of presentations.

1. Show invisibles.

2. Design to your strengths.

3. Outwit.

4. Digress.

5. Edit.

6. Comic relief.

7. Literary devices work.

8. Advocate the audience.

9. Reading is chancy.

10. The end shouldn't be endured.

Be Selfish

Knowing your audience –

is very important; this is an important key communicating anything.

Hierarchy –

keeps key points in the audiences mind.

Visually engage your audience –

so they don't fall asleep or keep looking at their watches or texting on their iPhones.

Use your audience/capture feedback and reflect –

Let's all learn from one another by keeping the presentations precise and concentrated so there is time at the end for comments or questions for clarification.

Cookbook

LAYOUTS ITERATIONS

PREVIOUS SKETCHES

scans coming soon.

Schematic Proposal Presentation

By Brandon Lyon and I

Interpreting Communication Modes

Here are some graphs that I have made after reading and studying different communication mode graphs. I tried to highlight and emphasize the main points.

ANALOG SKETCHES

scans coming soon

DIGITAL SKETCHES

Communication Modes

LECTURE & VIDEO RESPONSE

Source; The beginning expellant of the message.

Transmitter; Transforms and encodes message.

Channel/Message; What needs to be communicated.

Noise; Noise is usually associated with things and properties that interfere with the source to the destination. Noise can be manipulated to change the way that the message reaches the viewer.

Receiver; In what way the recipient gets to the destination.

Destination; What or how the receiver interprets the message or channel.

Symbol; the abstraction of an idea.

First of all, that wasn't expected. Starting the video, it explained the means in which communication is established starting at the basics (as shown below). One thing that stood out to me is the means in which messages are translated due to culture or ones brain. Different symbols and meanings change within culture so in order to reach your destination the receiver and destination must be thoroughly examined.

As of right now, the noise that is distracting the source (the video) to the destination (my brain) is the sound of trick-or-treaters outside, giggling and screaming.

READING RESPONSE

Visual Communication from theory to practice.

Communication is a process. Technical, semantic, effectiveness. Media is the message: What channel is the best for audience? For for, taste. But it depends on the user, as well. Sometimes, you need a more personal approach; a blog has less trust than a newspaper. These things can tell you a love bout the receiver, too. In order to change the outcome of a message, sometimes things like noise, redundancy, and entropy can skew it.

THE BERLO MODEL OF COMMUNICATION

"A given source may have a high level of skill not shared by one receiver, but shared by another. We cannot predict the success of the source from her skill level alone."

Berlo (1960)

The stress on the source and the receiver is very important. They are the beginning and the end of the communication process and work back and fourth with one another. I believe that the most important way for each to communicate clearly, both the source and receiver need to be as alike as possible.

Source; communication skills, knowledge, social system, culture, and attitudes.

Communication skills - what we think about, how we think, whether we are thinking at all, knowing and applying the code's grammar, knowing and using a broad vocabulary, knowing and applying the conventions, adapting the use of your code to your audience.

Knowledge - His/her own attitudes, the ways in which s/he can produce or treat messages, the kinds of choices s/he can make about communication channels, the subject matter.

Social system and culture - word choice, the purposes they have for communicating, the meanings they attach to certain words, their choice or receivers, the channels they use for this or that kind of message.

Attitudes - Towards self, towards subject matter, and towards receiver.

Message; elements and structure, content, treatment, and code.

Code - which code? what elements of the code? what method of structuring the elements of the code we will select?

Content - The material to send the message, and structure.

Treatment - How to arrange the content and codes.

Channel; seeing, hearing, touching, smelling, and tasting (those of the 5 senses).

Media is limited by: what is available, how much money can be spent, what preferences are, which channels can be received by most people, which channels have the most impact.

Receiver; Communication skills, knowledge, social system, culture, attitudes.

*All charts found at http://f10vislang.blogspot.com/

Peace Tea | Final Statement

TWO SENTENCES

(1) My ethos and logos containers capture the same message of sharing. (2) Ethos promotes sharing your personal voice with a community and logos promotes the size of the can being large enough to share.

STATEMENT

Bitting down on the plastic ends of the pins as I'm hanging up my work for final critique, stepping back, and thinking, "Yeah, I did that." is such a pleasing feeling. Wrapping up weeks of work in a final statement enforses that. When I first started working on my packaging I wasn't sure what the outcome would look like. Through sketches and sketches and sketches and (digital) sketches, I finally have come to the end. Through my choice of products (1), my sketches throughout the process (2) (3), digital sketches and final direction choices (4) (5) (6) I have reached my final package designs (shown below).

INTENT

Logos is displayed by the concept and benefit of the can's size. Because the can is so large, it's perfect for sharing. This is where the double straws come in. Creating a heart, the straws emphasize the concept of sharing is caring. As simple as the message was, I decided vectored images was the best graphic approach for redesigning the package.

Ethos is displayed through the concept of sharing your voice with others using an online community. Creditability is gained as the online community grows. The hand-rendered type and drawing [of the girls] adds a sense of personal community as well as creativity.

Pathos (the original can) displays the eager action of peace to the consumer. An emotion of support and action become present. It uses bold imagery, color, and strong graphic drawings and colors to almost yell "this is really important!" Even when I first picked up the can, I couldn't tell if I was excited to spread peace or annoyed by the thought of "hippies".

LINEAR PROCESS

This is my linear process for my logos packaging.

FINAL DESIGNS

Test

LOGOS

Logos is logical or the means of persuading by the use of reasoning. You look at deductive and inductive reasoning to back up your claim. Giving reasons is the heart of the argument. My approach is displayed by the concept and benefit of the can's size. Because the can is so large, it's perfect for sharing. This is where the double straws come in. Creating a heart, the straws emphasize the concept of sharing is caring. As simple as the message was, I decided vectored images was the best graphic approach for redesigning the package.

ETHOS

This mode shows credibility or ethical appeal is convincing the character of the author. For packaging design, or anything really (applying to ethos) you need to respect and believe in the project, person or problem, in order to give attention to it. Throughout my ethos directions, I kept in mind that the consumer needs to have someone to look up to to drink my tea, or be interested in the package. My approach, for ethos, is displayed through the concept of sharing your voice with others using an online community. Creditability is gained as the online community grows. The hand-rendered type and drawing [of the girls] adds a sense of personal community as well as creativity.

PATHOS

This mode uses emotion or persuades by appealing to the reader's emotions. This is also used as a means of persuasion. Emotional appeal can effectively enhance an argument. The original can displays the eager action of peace to the consumer. An emotion of support and action become present. It uses bold imagery, color, and strong graphic drawings and colors to almost yell "This is really important!" Even when I first picked up the can, I couldn't tell if I was excited to spread peace or annoyed by the thought of "hippies".

All of these can be backed through sketches of previous documentation and blog posts of this assignment. Click the link below named "Modes of Appeal" to see the whole process, from beginning to end.

Reading Response

Tropicana Redesign | NYTIMES, MEDIA AND ADVERTISING

There are many ways to create the same concept and emotion. With Tropicana, being able to show the "fresh orange juice" can be evoked by the orange with the straw in it, as well as displaying a glass of orange juice (as done on the new package).

From the reviews and comments from consumers (which is very important to keep in mind) it has been voiced that the new packaging looks to generic. This caught my attention. The fact that most consumers were disappointed in the "generic" take on the new carton, was kind of flustering to me. Most of the design or packaging I enjoy to look at or to buy takes a very simple approach. When I create something that isn't rendered the style I prefer, I chose not to like my design as much as I thought I would (even if that rendering style is the most appropriate and just, well, makes sense).

The lower section of the article seemed to go off on a tangent about people ranting about ranting. If anything knows about ranting, it's me. I voice my opinions, say what I want (with appropriation) and love to know why other people think the opposite. When it all boils down to it [with design] you need to be able to back up your decisions and explain, in your own (educated) voice, why you think what you do. Not all design should be based off of personal aesthetic tastes, but also linked close with concepts, too.

I feel as if this reading came at the most appropriate time. Personally, feeling frustration with the direction one of my package designs is easier to dismiss now. I can look at the package with a new eye of common sense, design taste, practicality, and ties to the brand.

Peace Tea | Tweaks For Final

ETHOS
LOGOS

Thoughts on the David Kerby Ad

Reading response to two statements by Mira Kalman and Benetton.

KALMAN

The initial shock of the image is very strong. I was totally blown away when the color was then shown in color. By just adding color, it brings the image to life (even more haunting than before).

It is also very interesting how imagery can strike a ten year old in just the same manner as it does for someone in their forties. This can help strike the mode of pathos and be able to communicate what your intended motive to people of all ages.

BENETTON

The first thing that struck me while reading this selection was how Benetton emphasized value on the individual versus the consumer. Not only the individual but the individuals morals. This can be done in logos. Being able to sway or effect someone by imagery or text is very powerful, especially when you target what a person feels strongly about.

Peace Tea: Share

SYNCING UP MODES

For my final concepts, both of my can directions match. When I say match, I don't mean like a series but I mean in content (kind of). Let me explain. Both modes I am using have to do with the same theme of sharing. For my ethos direction, my concept is "Share Your Voice". I am trying to bring the voice of the consumer out and in public. By doing this, Peace Tea drinkers can upload poems, stories, videos, drawings, and photographs of themselves sharing their piece tea with other people (since the can is so damn big and it's only 99 cents). For my logos direction, my concept is "Sharing is Caring". One of the many benefits to Peace Tea is sharing the can. It's a large can which can be split any way you'd like. Grab some straws, take a sip, take a gulp, and pass it on. Share the can. Share the love.

COLOUR AND "SHELF APPEAL"

As I am creating and choosing colors, I am keeping in mind what I like to call "shelf awareness". When this can is on the shelf, along with hundreds of other beverages, what's the appeal behind wanting to pick it up and drink it? Bright. Bold. Big. It usually works. As I also keep in mind my audience, I am going for a hand rendered, personal feel.

LOGOSETHOS

Peace Tea Labels for Ethos

Peace Tea Labels for Logos

Collecting Concepts and Directions

PEACE TEA

Mode; Ethos

Concept directions:

1. "Turning bad guys into good guys"

2. "Share Your Voice"

3. "Quotes from all generations"

Mode; Logos

Concept directions;

1. "Taste better in your mouth than. . ."

2. "Open a can on war" (Replace weapons with Peace Tea)

3. "Sharing is caring"

MISSION STATEMENT

Q: What's tall, supports peace and community, is all natural, and doesn't wreak of pachouli?

A: Peace Tea.

Peace Tea isn't just about peace, it's about getting rid of the things that don't make you feel good. Ever push someone over on the playground? I bet you felt bad. Ever hand someone an ice cold Peace Tea? I bet you and the other person felt good. That's what we're about at Peace Tea. Making the sun shine brighter, your body feel better, and turning the bad guys into good guys.

If you've ever felt like you're not part of a community or felt your opinion doesn't matter, Peace Tea is here to listen, watch, and help bring people together. The only thing that sounds better than laughter is the noise of someone cracking open a can of Peace Tea. Going against the grain and being apart of a revolution never tasted so good.

POSSIBLE MEANS OF RENDERING | with Karen Villalba

Logos; vector shapes; computer typography, hand rendered typography; photography, simple colors and images, adding cut outs to see the packaging,

Ethos; photography, illustration, scanning, a strong logo, metallic colors (metals), engraving, recycled packaging or labeling, gold leafing,

Pathos; water color, painting, photo collage, illustration, photography, screen printing, super bright and bold colors, sewn pattern/container, pattern making (hand or computer),

Modes of Appeal Round II