Study Task 8 - Outcomes

I believe that my series of multifunction designs that could either be printed as flyers or posters have been successful in meeting my desired brief. I wanted to give the already existing brand identity of the green party a much needed refreshed advertising campaign focused towards gaining notoriety amongst their target demographic. I believe my design is successful in this by being design conscious it is modern and something new, resembling both the new policies the green party would employ as well as showing a focus towards creating something which young people, who make up majority of their voters, would be interested in looking at. ‘advertising actions and their implementation, involves starting afresh and considering the recipient of the advertising message as the main axis of the analytical study.’ Pedro Alameda Abejón, 2006. This is something I wanted to take into consideration of my design, the design needed to be new and relevant in order to be relatable to their target audience. I believe my design also achieved the goals I set myself in the brief by making it environmentally friendly, creating the physical final outcomes themselves out of recycled paper, creating an item which in itself relays the beliefs of the Green Party. The typography I chose coincided with the existing branding for the party, and therefore allowed me to create a piece that could slot in with its current brand identity to gain them more awareness, ‘awareness represents the lowest end of a continuum of brand knowledge that ranges from simple recognition of the brand name to a highly developed cogitative structure based on detailed information.’ W. Hoyer, S. Brown, 1990. The idea that these posters reaffirm the existing brand identity acts as an enabler for the beginning of awareness, which will hopefully lead to trust and therefore votes. The particular green that is used floods the page and gives the audience this visual link between that type of green and the Green Party campaign, meaning as the posters and flyers were released more and more they would get this recognition; not just reminding them of the brand itself but also the what the brand represents, the policies on each of the posters. When placed in the areas that these issues are prominent the audience will gain an emotional attachment to wanting them to be resolved, this is when emotional branding comes in, the branding itself could evoke emotion and passion in a subject for the audience reminding them of the green party’s policies to resolves said relevant issues. As discussed by Craig J. Thompson, Aric Rindfleisch and Zeynep Arsel, In the Journal of Marketing, ‘From an emotional-branding standpoint, brand strategists should focus on telling a story that inspire and captivate consumers. These stories must demonstrate a genuine understanding of consumers’ lifestyles, dreams, and goals and compelling represent how the brand can enrich their lives’. This was important for me to include in my work cause if people understand how the policy changes could affect them through visual techniques it would therefore make my brief successful in creating a campaign of advertising that gives the Green Party greater notoriety.

Overall I am happy with my design, and the feedback I have received from my final physical object, although if I didn’t have a time constraint I would like to further visually explore my ideas. This would be through exploring the idea of the green speech bubble within different parts of their branding, and promotional material such as their website. I would also experiment with making my prints through screen printing, as it would technically be better for the environment and take the brands values in their promotion into greater depth.

1.     Brand notoriety and the communication media, Pedro Alameda Abejón, 2006, http://www.esic.edu/documentos/revistas/esicmk/070118_130317_I.pdf (p.66)

2.     Jstor.org. (2017). Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product on JSTOR. [online]

3.     Jstor.org. (2017). Emotional Branding and the Strategic Value of the Doppelgänger Brand Image on JSTOR. [online]