Requirements for practical Research:
WHAT IS PRACTICE-BASED RESEARCH?
Practice based research is a form of research methodology uses "practice", alongside other forms, as means of discovering or generating knowledge.
THEME/CONTENT
Techniques
content
communication
METHODS
Research/Analysis
Exploration/Evaluation Testing
Graphic design themes:
Colours
posters- print - design - product - what to add - professionalism
Branding strategies- poster - tv - radio - magazines - financial - time based
typography -
Print/Stock- financial -time - customers- limitations - potential
technology - adobe (photoshop - indesign - illustrator ...)
Future of graphic design - History (historical movement)
photography -
Book Binding - Techniques - Development - Process
Letter press -
Folds - book from graphic designers / different folds / how many / most useful / less useful
Commercials -
Logo design - how/what/aims...
Modern/ Post modernism
Techniques -
Adobe - hand drawn - colours - photography - packaging - stock - print -
Content
Aims - how - professionalism - what is branding? - strategies - why? - who? - deliverables - where/origin -
Communication
logo - message - photography -
Research
Print - stock - time - branding strategies - posters - badges - tv - radio - magazines - cd - web - financial/ cost - limitations - potential
Exploration/Evaluation testing
customers - crit feedback - outcomes
Essay question : What makes an effective international logo?
Essay question : What makes an effective international logo?
Introduction - 1 paragraph
Conclusion 300 words
bibliography 12 sources
4 academic sources (Books) "quotes"
What?
How?
Why?
Mapping an essay
signs of trouble
Conclusion 300 words
bibliography 12 sources
4 academic sources (Books) "quotes"
What?
How?
Why?
Mapping an essay
signs of trouble
http://writtingcenter.fas.harrard.edu/pages/essay - structure
http://smallbusiness.chron.com/advantages-global-branding-advertising-18190.html
Consistent
Creating a global branding and advertising program enables you to communicate consistent messages to customers in all your export markets. Consumers now receive marketing messages from a huge number of different sources, so delivering a consistent message is the most effective way to reach consumers, according to Bloomberg BusinessWeek.
Risk
You can reduce the risk in developing a global campaign by building on branding and advertising strategies that deliver successful results in your domestic market. Building an existing brand progressively, market by market, is the safest and most cost-effective way to create a global brand.
Leadership
You can build on the benefits of a global brand by utilizing an approach known as brand leadership. This means defining the important elements of your brand, but using a flexible approach and customizing communications for local markets. To ensure success, you need to monitor the success of the campaign in each market with the aim of establishing brand leadership across all key territories.
Media
The changing pattern of media makes it easier to develop affordable global campaigns, according to Bloomberg BusinessWeek. Global advertising campaigns of the early 2000s relied heavily on mainstream television and press advertising. The emergence of social media and the importance of Web search mean that you can now focus on placing your messages in media that consumers prefer. When consumers in different countries search the Web, they receive the same consistent branding message from your website wherever they are located.
About the Author
Based in the United Kingdom, Ian Linton has been a professional writer since 1990. His articles on marketing, technology and distance running have appeared in magazines such as “Marketing” and “Runner's World.” Linton has also authored more than 20 published books and is a copywriter for global companies. He holds a Bachelor of Arts in history and economics from Bristol University.
http://www.blurgroup.com/blogs/marketing/what-is-the-secret-to-mcdonalds-global-branding-success/
What is the Secret to McDonald’s Global Branding Success?
McDonald’s is currently ranked the 6th most important brand in the world and is one of the most visited restaurants, but how does it maintain its branding success internationally?
"The marketing strategy of McDonald’s is based on uniformity, no matter what McDonald’s you are in in the world, you will always have the most iconic items."
In the US, advertising normally targets children. Did you know that American kids see more than 250 McDonald’sadvertisements per year?
In Japan, the advertising campaigns are more varied when approaching the demographics, sometimes they focus on children but they also target adults. One advertisement used McDonald´s as a fetish object with sexy girls promoting the burgers, something you would never see in the US.
Testing
Experimentation is vital, and it is often carried out by adding or deleting food from menus according to latest consumer trends and local popularity.
In Japan, apart from the traditional menu you can find seasonal and limited-time items such as “The Teri Tama Burger”, served during spring or “The Tsukimi Burger”, served during Tsukimi season (in the autumn). In the US there are the popular “McRibs”, just available for a short time each year.
This is a good example of adapting to customers’ tastes, vital when talking about marketing.
Experimentation is vital, and it is often carried out by adding or deleting food from menus according to latest consumer trends and local popularity.
Global Product Marketing
When we look at the strategic differences between US McDonald’s and the Japanese version, we can appreciate the localized marketing strategies.
For example, the name of the restaurant is adjusted for the katakana, the appropriate Japanese script for foreign words. In Japan, they call it ‘Makudonarudo’, (マクドナルド), a more appropriate and attractive sound in Japanese.
Drink sizes and fries are much smaller than the ones in the US, and burgers are a bit smaller too, to suit eating habits. McDonald’s ensures the correct sizes before exporting for international target markets.
Although McDonald’s offers its products everywhere in the world, being the most popular restaurant on the planet, the brand keeps recognizable with its original meaning and identity whilst catering to local tastes.
What makes a good logo?
An effective logo is (in no particular order):
- Simple
- Memorable
- Timeless
- Versatile
- Appropriate
1. Simple
A simple logo design allows for easy recognition and allows the logo to be versatile & memorable. Good logos feature something unique without being overdrawn.
While in college in the mid-70′s an instructor introduced me to the K.I.S.S. Principle of design; which translates to: Keep It Simple, Stupid. It does convey a very important design consideration. Simple logos are often easily recognized, incredibly memorable and the most effective in conveying the requirements of the client. A refined and distilled identity will also catch the attention of a viewer zipping by signage at 70 miles per hour, on packaging on the crowded shelves of a store, or in any other vehicle used for advertising, marketing and promotion. Remember, the basis of the hugely effective international branding for the world’s largest shoe manufacturer is a very simple graphic swoosh.
2. Memorable
You may be interested to see some examples of bad logo designs.
Surprising to many, the subject matter of a logo is of relatively little importance, and even appropriateness of content does not always play a significant role.This does not imply that appropriateness is undesirable. It merely indicates that a one-to-one relationship between a symbol and what it symbolized is very often impossible to achieve and, under certain conditions, objectionable.Ultimately, the only mandate in the design of logos, it seems, is that they be distinctive, memorable, and clear.3. Timeless
An effective logo should be timeless – that is, it will endure the ages. Will the logo still be effective in 10, 20, 50 years?
Probably the best example of a timeless logo is the Coca-Cola logo… if you compare it to the Pepsi logo below, you can see just how effective creating a timeless logo can be. Notice how the Coca Cola logo has barely changed since 1885? That is timeless designLeave trends to the fashion industry – Trends come and go, and when you’re talking about changing a pair of jeans, or buying a new dress, that’s fine, but where your brand identity is concerned, longevity is key. Don’t follow the pack. Stand out.
4. Versatile
An effective logo should be able to work across a variety of mediums and applications. The logo should be functional. For this reason a logo should be designed in vector format, to ensure that it can be scaled to any size. The logo should be able to work both in horizontal and vertical formats.
I like to work first in black and white to ensure that the logo will look good in its simplest form. Color is very subjective and emotional. This can distract from the overall design – say if you saw your logo in all red, that color may be the first thing that you respond to and not the composition of the design elements. I will not even consider submitting color suggestions to a client for review until they have signed off on a final black and white logo.
Ask yourself; is a logo still effective if:
- Printed in one colour?
- Printed on the something the size of a postage stamp?
- Printed on something as large as a billboard?
- Printed in reverse (ie. light logo on dark background)
One way around creating a versatile logo is to begin designing in black and white only. This allows one to focus on the concept and shape, rather than the subjective nature of colour. One must also remember printing costs – the more colors used, the more expensive it will be for the business over the long term.
One should also familiarise themself with the commercial printing process so as not to come into printing problems further down the track. Learn to know the difference between the CMYK, Pantone and RGB color systems. When designing logos, the Pantone colour system is recommended.
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