DESIGN FOR PRODUCTION

SANGEETA JAIN

WHAT IS DESIGN?

•  Verb  –  To  conceive  in  the  mind  –  To  formulate  a  plan    –  To  plan  out  in  systema5c  –  To  create  or  contrive  for  a  par5cular  purpose    –  To  have  as  a  goal  or  purpose  –  To  create  or  execute  in  an  ar5s5c  or  highly  skilled  manner  –  To  make  or  execute  plans  –  To  have  a  goal  or  purpose  in  mind  

WHAT IS DESIGN?

•  Noun  –  A  drawing  or  sketch  –  A  graphic  representa5on  –  The  purposeful  or  inven5ve  arrangement  of  parts    –  A  plan    –  A  project  –  A  reasoned  purpose  or  intent  

WHAT IS DESIGN?

Design is the process and art of combining text and graphics and communicating a message

effectively through any type of visual communication.

THE PROCESS OF DESIGN

1.  Research and Analysis = defining the problem

2.  Planning = seeking insight

3.  Creation = choosing the best solution

4.  Prototyping = communicating the solution

5.  Production = implementing the solution

DESIGN FOR PRODUCTION

§  Research and Analysis = Lecture 1 Task 1

§  Planning = Lecture 2 Task 2

§  Creation = Lecture 3 Part 1 Task 3A

§  Prototyping = Lecture 3 Part 2 Task 3B

§  Production = Lecture 3 Part 3 Task 3C

LECTURE 1 TASK 1 – RESEARCH AND ANALYSIS

§  Ernst Keller (1891-1968) was a titan in the pantheon of great Swiss graphic designers. According to Keller, the solution to a design problem should emerge from its content. This is where research steps in…

§  Design Research: is systematic investigative process used to gather, increase or revise current knowledge, analyze and interpret data pertaining to the brand, the consumers and the competitors.

RESEARCH

§  Analysis: is a systematic examination and evaluation of data or information, by breaking it into its component parts to uncover their interrelationships.

§  An examination of data and facts to uncover and understand cause-effect relationships, thus providing basis for problem solving and decision making.

§  Analysis helps to set realistic targets and develop

effective design strategies.

ANALYSIS

WHAT TO RESEARCH/ANALYZE?

1.  Brand Research and Analysis

2.  Target Audience Research and Analysis

3.  Competitors Research and Analysis

4.  The Problem Statement

5.  USP

6.  Conclusion

1. BRAND RESEARCH & ANALYSIS

§  Brand: A brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A good brand communicates a clear message about what it stands for and how it differs from competitors. It also reinforces the same message consistently each time the customers’ experience it.

§  Brand Analysis: Brand Analysis is where you are. It pins down the current state of a brand. It not only helps to understand the brand but also the context surrounding it. This process may reveal a strong brand or it may shed light on missing areas.

1. BRAND RESEARCH & ANALYSIS

Points to consider for brand research & analysis: –  How/where/why did the brand start? –  Different aspects of the brand such as image of the

brand, tagline, service, features, packaging, pricing, advertising etc.

–  The tone of the brand –  The company culture –  Where is it going? –  The industry and the market for it –  How the consumers perceive the brand? –  Who you are to them?

1. BRAND RESEARCH & ANALYSIS

2. AUDIENCE RESEARCH & ANALYSIS

•  Target Audience: is a section of the population that is identified as likely to be most interested in buying or being associated with a product. It is the market segment at whom an advertising message or campaign is aimed.

•  The characteristics that identify a particular group are called Demographics. Demographics include age, education level, family size, household income, etc.

•  The Target Audience Analysis can help understand existing customers and also identify potential customers.

2. AUDIENCE RESEARCH & ANALYSIS

Points to consider for audience research & analysis: –  Age –  Gender –  Education –  Job function –  Skills –  Language –  Culture –  Background knowledge –  Needs and interests

2. AUDIENCE RESEARCH & ANALYSIS

3. COMPETITOR RESEARCH & ANALYSIS

•  Competitor: is the one who competes with another, as in sports or business; a rival. Any person or entity which is a rival against another. In business, a company in the same industry or a similar industry which offers a similar product or service.

•  Competitor Analysis: helps to know enough about a competitor, to be able to think like that competitor so the brand or company's competitive strategy can be effectively formulated.

3. COMPETITOR RESEARCH & ANALYSIS

Points to consider for competitor research & analysis: – Who  are  the  compe5tors?    –  Features  and  pricing  of  their  brand(s)  –  Their  marke5ng  and  promo5onal  strategy  –  Their  strength(s)  and  weakness  –  The  threats  they  may  pose  to  your  brand  –  Rate  each  compe5tor  on  each  of  the  key  success  factors    –  Sum  up  overall  strength  of  each  compe5tor  rela5ve  to  each  other  and  to  your  brand  

–  Analyze  three  of  your  most  important  compe5tors  

3. COMPETITOR RESEARCH & ANALYSIS

The entrance of new competitors is likely when: –  There are high profit margins in the industry –  There is future growth potential –  Companies competing in a related product/market –  Companies using related technologies –  Companies already targeting your prime market

segment but with unrelated products –  Companies from other geographical areas and with

similar products –  Consider the new competitors in your analysis

3. COMPETITOR RESEARCH & ANALYSIS

A problem is nothing but the perceived gap between the existing

state and a desired state.

THE PROBLEM STATEMENT

§  The problem statement defines the problem, helps to clarify the current situation and its severity. It need not be seen as a hurdle but in fact it provides and opportunity for innovation. It helps to set the goal of the design project!

§  When problem statements are well written, people readily grasp and understand what you are trying to accomplish.

§  The problem is a paragraph or more in length. It describes the problem you are aiming to solve.

THE PROBLEM STATEMENT

EXAMPLES:

§  A company designing and manufacturing educational games have recently found that sales of its games have fallen.

§  A bank has been successful in reaching their targets for savings accounts and now want to extend their range of services to customers.

§  A local supermarket has recently been getting complaints about the packaging of shampoos.

UNIQUE SELLING POINT

•  USP (Unique Selling Point): Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands. USP is often a critical component of a promotional theme around which an advertising campaign is built.

•  USP is what sets you and your business apart from your competition. It can be an actual fact or a perceived difference or specialty. Every business needs one.

•  USP helps to focus on the key benefits that can sell your brand and to improve the effectiveness of your brand’s promotion and sales activities.

•  Domino's Pizza: "You get fresh, hot pizza delivered to your door in 30-minutes or less…or it's free.”

•  M&M's: "Melts in your mouth, not in your hand.”

•  Qantas: “You’re the reason we fly”.

EXAMPLES…

Points to help determine the USP of your brand: –  List  the  dis5nc5ve  features/benefits  of  the  brand  – Decide  the  emo5onal  need  meet  by  the  brand  –  Iden5fy  aspects  of  your  product  or  service  that  your  compe5tors  cannot  imitate.    

– Answer  your  customer's  primary  ques5on:  "What's  in  it  for  me?"    

–  Iden5fy  and  fix  problems  of  your  brand.    – Make  sure  you  communicate  your  USPs  clearly  to  customers.    

UNIQUE SELLING POINT

EXAMPLES…

hRp://brandtruth.com.au/2012/08/23/can-­‐the-­‐commonwealth-­‐banks-­‐can-­‐beat-­‐the-­‐other-­‐big-­‐four-­‐banks/    

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ASSESSMENT TASK 1

§  First select a product/service from mashable.com

§  Research the selected brand (product or service), the company, target audience, existing and potential competitors as discussed above. Analyze your findings and prepare a document that will record all your findings and analysis. Define the problem and determine the USP of the brand.

§  Conclude your document with a tentative/propose plan(s) and/or your approach to addressing the problem statement.

ASSESSMENT TASK 1

•  The assessment task will be submitted in the form of a visual pdf illustrated written paper.

•  A checklist of the assessment task is also uploaded on the forum. Please use it to make sure that you are not missing any important points. Use it as a guideline not rule. Feel free to modify it to suit your product and purpose.

§  Weight: 25%

§  Due Date: At the end of Week 3

ASSESSMENT TASK 1

NEXT…

§  Research and Analysis = defining the problem

§  Planning = seeking insight

§  Creation = choosing the best solution

§  Prototyping = communicating the solution

§  Production = implementing the solution