Project 5 Evaluation

In the project, i have learnt that good signage can lead a business towards success. It should be understandable and should act as an effective communication medium. I learnt that digital signage is a much more effective way of advertising rather than traditional signage with its many benefits.

I enjoyed this project as i thought it was very useful, and has helped me to understand and think about different ways of communicating with an audience effectively and in the right way for my client. I have thought about tactics to improve on customer interaction with the brand, in order to gain loyalty and more custom.

I have improved my photoshop and indesign skills quite a lot throughout using these programs in my project, which will help me in my future projects when i have to use these programs in the future.

Boards

Here are some boards that i produced on indesign.

Board One
This is my research board.
I gathered together a collection of images that represented digital signage.
The images were both indoor and outdoor digital signage, in locations such as shopping centres, shop windows, cinemas, city centres and the high street. This board also communicates some ideas such as interactive touch screens in order for the public to interact with the promotion, as this may make the promotion more effective.
I also wrotye a brief description on what digital signage is, and places where you may find it.

Board Two
This is my storyboard.
I gathered together some images that i wanted to use to produce my final three concepts of the New Look promotions and transforming them into digital signage.
I gathered the images of the locations such as the phone box, billboard and shopping centre.
I pasted images that i want to use to promote New Look such as celebrity endorsements like Alexa Chung and Taylor Momsen, alsong with regular New Look models.
I gave a brief description of my chosen location, and some reseach on my client and what type of advertising they like to use.

Board Three
This is my final board; presenting my final concepts.
These are my photoshopped images of my promotions as digital signage.
This board individually evaluates each one of my concepts , stating the type of digital signage, the location, digital functions and target audience.

Photoshop: Interactive screen

My third concept of digital signage for my client New Look is an

interactive screen.

My first initial thought where to place the interactive screen was inside a New Look store. But, i thought that this way it was only attracting existing new look customers, and not bringing in anynew customers, so then i decided to change my idea in order to get more people involved and possibly become new look's future customers, maybe attracting people who havent shopped at new look before, or people that used to be past customers, and using the interactive screen as a way of drawing them back in.
My interactive screen will be located indoors in a shopping centre, near by New Look, maybe even just outside, so passers by will interact with the screen and maybe be persuaded to enter the shop.

I chose to use these images, as existing models and clothing of New Look.

I placed the images in a photoshop file.

I couldnt find any images of a location of where i want to place my signage.

So, i tried to create my own location using photoshop.
I used filters in order to create a tiled floor, and a grey background.

The reason why i chose to use neutral colours such as a grey background instead of a bright eye-catching colour such as pink was so that it would attract more than one type of person and age group. Also, i think neutral colours such as grey is simple and still effective.
Also, the new look clothes against the grey background makes the clothing stand out.

Because the spring summer range is quite toned down with neutral colours, a bright colour to use as a background such as green yellow or pink would have diverted the attention away from the clothes, and the clothes are what new look is trying to sell.

I added in the new look logo, and beneath i inserted
"INTERACTIVE SPRING/SUMMER WARDROBE
TOUCH AN OUTFIT TO START"

Although i liked my signage design, i was unable to show the location in which i wanted it, being a shopping centre.

But, i finally found an image that i could use as a background.

I pasted in my sign,

editing the writing to

"INTERACTIVE SPRING/SUMMER WARDROBE
TOUCH THE SCREEN AND SELECT AN OUTFIT TO START"

i did actually play around with transforming the image, into different angles and on a slant to follow the angle of the photograph. However, i felt that it didn't look right, and as i am only using the background as a way of indicating my location, i thought it look fine as it was.

On photoshop, i selected selective colour and took out some of the yellow of the image to make the background more neutral toned.

Then, i created a frame around my interactive screen.

FUNCTIONS:

what my interactive touch screen does...

my interactive screen enables the public to select outfits and particular garments that they like and want to find more about.

By doing this through touching the screen, information about price, sizing and available sizes in the nearest store will be listed.

Signage: Interactive Screen
Location: Indoors, Shopping centre (outside a New Look store)
Digital Functions:
Interactive touch screen that people can interact with by selecting
various New Look
outfits and garments. Information about the outfit or garment will be listed once selcted, indicating price,
available sizing and
colour in the nearest New Look store.

Target: Shoppers.

i really like my idea, and i think it will work well, attracting new and existing customers to the store, and increasing brand identity and attention.

Coming up with my idea

Combining the idea of the h&m scan advertising and a digital indoor screen,
i have finally come up with my last idea.
An indoor interactive screen where you can select clothing from New Look's product range.

H&M marketing campaign

I thought this H&M advertising campaign was a very clever way of digital advertising.
The advertisements have semacode embedded in them so mobile phones can scan them and pick up the code, where it can be purchased then and there.

I thought this was an effective way of creative advertising, and so it got me thinking about similar ideas that i could corporate into my new look digital signage advertisements.

H&M incorporates semacode to their advertisements. The reader has the option to purchase goods with their mobile phone by scaning the semacode bar. Then the reader is directed to a menu where size and color can be picked. The item will be charged to the user’s cell phone bill.

Research into Creative Advertising

For my third idea, i wanted to make my idea a bit more creative. So, i looked into creative advertising and guerilla marketing.

Firstly, i looked on youtube to get me started, and to understand a bit more about creative advertising. This first video is a series of interviews conducted around Hampton Roads Advertising/Marketing community during the production of the "Advertising Epidemic" campaign - for the 2009 ADDY® Awards.

I found the video interesting, having people explain what they think what makes a good, creative advertising campaign.

"WHAT IS CREATIVE ADVERTISING?"

What about guerilla marketing?

Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination.
Guerrilla marketing campaigns are unexpected and unconventional; potentially interactive and consumers are targeted in unexpected places.

The objective
The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources.

After watching the video, i wanted to find out more about examples of creative advertising and guerilla marketing, so i searched for some more videos on youtube.

Photoshop: Digital Telephone Box

My second concept of digital signage is a

digital telephone box.

I am going to use this image and edit it on photoshop in order to paste on my advertisement of digital signage for New Look.

Uusing the polygonal lasso tool, i cut around the inside of the phone box and deleted it. I was left with a checkered background, so i filled the background in white. This will be the canvas for my New Look advertisement.

I chose an image i wanted to use for my digital advertisement of Taylor Momsem.

I then pasted it onto the white background of the telephone box. However, the image looked a bit pixelated and wasnt as crisp as i wanted it so i decided to change my image.

This is the new image of Taylor Momsen that i chose.

I pasted it onto my white background.

Then I added the new look logo.

I played around with the image moving it around on different levels in order to see which position worked best.

I like the positioning best with the image at the bottom of the space. Even though it leaves a lot of white space, i like the levels and the balance as it isnt quite equally balanced but it is aesthetically pleasing to the eye.

I made the new look logo bigger and centeralised it.

In order to fill some of the white space and to add something more to the display, I added the text 'GET THE GOSSIP GIRL LOOK' then below in a font that represented stylistic handwriting, it says 'TAYLOR MOMSEM'. it almost looks like a signature, and adds a more personal touch to the campaign instead of just her photograph.

Signage: Digital Telephone Box
Location: Outdoors, Highstreet
Digital Functions: Digital screen that changes to various images of New Look’s product range. The screen is double-sided; has the same function inside the phone box as well as the outside.
Target: Passers-by, phone-box users.

Photoshop: Digital Billboard

My first concept of digital signage for my client New Look is a digital billboard.

I am going to use this image and edit it on photoshop in order to change the image on the billboard into my advertisement of digital signage for New Look.

Firstly, using the polygonal lasso tool, i cut around the inside of the billboard and deleted it. I was left with a checkered background, so i filled the background in white. This will be the canvas for my New Look advertisement.

Looking at advertisement campaigns for New Look, i selected a model that my client had used in their campaigns, as a form of CELEBRITY ENDORSEMENT as a way of promotion and to get people to buy into their products. In this case it was Taylor Momsem. I selected three images of her to incorporate into my New Look digital billboard in order to promote my client.

On photoshop, i resized the images so that they would fit onto the billboard, and opened them into the window. I did this for all the images.

I then incorporated the New Look logo to show a clear recognition of the brand identity.

I thought that my digital billboard looked a bit plain as the full length body shots left a lot of space and white area around the model. So, i decided to change the images, and use some closer cropped shots so i could make them bigger and fill the white space up a bit so there wouldnt be a lot of plain space around the images. The model i chose was Alexa Chung, as she has also been used to model for New Look campaigns for celebrity endorsemnent.

Applying the same process to these images as i did to the images of Taylor Momsem, i applied the closer cropped images of Alexa onto the billboard.

I applied the New Look sign, rotating it a bit to fit with the billboard as it is on an angle.

However, i still felt like there was a lot of white space around the model making the billboard look plain.

I tried moving the new look logo into the middle, still looking a bit plain and simple.

In order to maintain the simplicity but to fill in the space a bit, i added 'ALEXA CHUNG FOR' just above the new look logo. I changed the font to a type of stylistic hangwriting to give it a bit more character, as if Alexa had wrote it herself.

Signage: Digital Billboard
Location: Outdoors, Roadside
Digital Functions: Digital screen that changes to
various images of Alexa Chung modelling different
clothes from New Look’s product range.
Target: Passers-by, drivers

I think it is simple yet effective, and i like the idea of the digital billboard.