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Student: Name email address 1

Invisible SignsExploring a brand with all senses

BA Graphic Product Innovation London College of Communication | 2011

Invisible SignsExploring a brand with all senses

BA Graphic Product Innovation London College of Communication | 2011

BA Graphic Product Innovation 2011| LCC Invisible Signs

5Content

6 Course desciption7 Students/Profile Staff 8 Brief9 The Process Student Projects11 Yum Icecream Store 39 FOUR Gallery59 Echoes Music Store 77 Maternal Baby products 93 IRD Graphic design studio 101 Nivea Cream 119 Taste Buds Food delivery149 Q DJ167 Aquafresh Toothpaste 193 Jlaudesign Web designer 207 NANG! Magazine

227 Pictures of Preseantation


Graphic Product Innovation Course desciptionBA (Hons) Graphic Product Innovation at London College of Communication is an interdisciplinary course which allows students to focus on ideas and design principles that can be applied across and outside of traditional design disciplines. The aim is to understand how design thinking can be used to analyse existing situations, communicate with a user and solve problems. The course focuses on why we design and who we design for, how our designs are going to be seen and how they are going to be used. We look at using design as a tool to see and to influence the bigger picture. Most briefs focus on design methods and processes and are not prescriptive in terms of the medium or discipline for the final outcome. Innovation is defined in the Cox Review of Creativity in Business as the successful exploitation of new ideas and the process that carries them through to new products, new services this course will give students the tools necessary to become an innovator that understands the changes that have taken place within the design industry. Students are not constrained as a designer to any one medium or philosophy but may design a service or re-evaluate existing objects and situations in order to add value or change their audience or produce environmental design (for instance typography in the landscape or systems to improve communication or architecture, combining interaction, digital or sculptural components). Students are user centred and engage with sustainability. Students are offered experience of a broad range of media in both two and three dimensions and seek to challenge preconceptions of what constitutes graphic, and product and in doing so are encouraged to adopt an innovative approach to the development of ideas and concepts.

For more information on the course check the course website on www.bagpi.co.uk

7StudentsSecond year students on BA Graphic Product Innovation involved in this project:

Chiara Ambrosoli, Fabienne Ayton, Jasper Baruah, David Bushay,Cecil Campbell, Anabela Ferreira, Lauren Harewood, Kathryn Henderson,Alex Kemp, Roland Koves, Jeffrey Lau, Catherine MacDonagh, Andrew Nangpi, Jon Pickering, Christopher Sayers, Dami Soluade,Loiuse Steyaert and Freddie Villiers.

Profile Staff Hugh Huddy leads RNIB campaigns for Inclusive Society. He works with commercial and public sector companies, government and developers, to help them re-design the way they communicate, so people who primarily gain information through touch and hearing can participate fully in everyday life. Hugh is also active in hearing research, has recently started a new collaboration with architects on the acoustics of urban spaces, and audio blogs the sound of Hackney, amongst other things.

Silvia Grimaldi is a product and multidisciplinary designer and Course Director for BA Graphic Product Innovation at London College of Communication. Her interests lie in practice-based research in design focusing on the role of narrative in creating emotionally engaging objects.

Stephanie Jerey is a graphic designer who works from her London studio helping clients to communicate through multi-disciplinary projects involving identity, print, editorial, packaging, environmental graphics and exhibitions. She believes that the best solutions demonstrate versatility and curiosity, and the ability to emotionally engage people with a striking simplicity.


Invisible Identity The Brief1. Create a brand you can not see. How does it sound, smell, taste and feel?

2. What changes need to be made so that a blind person can experience the brand? Find a way to communicate the values of the brand in a non visual way.

Background:Branding is more than the visual identity and goes beyond the logo. It is an experience linked to environments, sounds, smells... It communicates via different media the values and attitudes of that enterprise.

Audience:Consider your audience. Include people with limited vision in the design process. The brand has to work for people with average vision and for people with limited vision.

Consider what it means to be visually impaired. How do people with limited vision experience the brand? Spend time with your focus group and understand who they are and what their unique needs are.

Aim:Engage with the user. Research and define issues. Explore design languages. Learn how to present/document ideas.

9The ProcessThe brief was written by Stephanie Jerey in collaboration with Hugh Huddy and Silvia Grimaldi. The idea was to take students out of the comfort zone of designing for sighted people and asking them to consider a blind and partially sighted audience. This was an exercise in semantics and how the visual signs can translate across other sensory experiences.

Students were initially asked to choose a brand. They were asked to define, analyse and design a logo for this brand as a short workshop, considering the visual elements they were using such as form, colour and type and how these affect the perception of the brand.

Hugh Huddy came to speak to the students and outlined who the RNIB is, what their aims are as well as gave the students an idea of life as a blind person. There were some very interesting questions and answers.

The students were then asked to put themselves in the shoes of a visually impaired person, don eyewear simulating different types of visual loss, and try to make their way around first the college and then the city in small groups. They were asked to document the ex-perience and any problems they encountered as well as any possi-bilities for design.

After this initial research phase the students designed several itera-tions of their brand ideas, testing them with similarly blindfolded audiences as well as in a crit with Hugh Huddy.

The final results and a selection of the design process is shown in this book.

BA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name Student: Name email address 2YUM Chiara Ambrosoli [email protected] BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

Chiara Ambrosoli [email protected] 11

A Brand for an icecream shop

BA Graphic Product Innovation 2011| LCC Invisible Signs YUM

YUMYUM is an idea for a possible branch of Italian icecream shops. Its aim is to create a fun, inviting and layed-back environment with no restrictions in terms of target audience.

Chiara Ambrosoli [email protected] 13


Visually impaired

Children

Teenagers

Parents

15Chiara Ambrosoli [email protected]

AudienceThere is no target audience at YUM. There is just one objective: to create a welcoming space where visually paired and impaired users of all ages can come and enjoy an italian icecream or a range of other products.

We pay particular attention to our visually impaired guests, making sure they are perfectly at ease with the location right from their very first visit.


Branding YUMYUMs branch of italian icecream shops is different in its kind. Gelaterie in Italy, are minute, ugly looking and badly branded shops, where you go in, grab your icecream, and leave.

YUM, instead, invites you to sit in its spatious and welcoming environment by offering tables and couches where to sit down and ejoy your icecream in good company.

Its logo is handrendered, to convey its home-made nature. It is overlayed with braille for the visually impaired. YUM is recognisable both for visually paired and impaired users already from the street for its vibrant look and braille signage.


Understanding my visually impaired audienceEating an icecream without being able to see it properly, or at all,can be difficult, nervewrecking and possibly embarassing.

YUM wants to make this easier. In order to understand my audience with low vision I decided to test and document a friend eating an icecream blindfolded.


What is it like to be blind?Eating an icecream without being able to see it


Improving the experience of my usersI prototyped funnel shaped paper aids to prevent the icecream from dripping all over your hands and clothes.


This product is useful both for visually impaired users, and children.


Testing my productThe melting icecream no longer dripped over the users hands and clothes, but remained drapt in the funnel shaped paper aid.

The visually impaired user was able to detect the presence of the icecream a couple of second before thanks to my product. This resulted in the user not getting her face dirty with icecream.

The user seemed more relaxed and in control. It also looked like she was enjoying the icecream more - which is what I was hoping to achieve.


Experiencing YUMI tried to focus on all the details in order to really make my Italian ice-cream shop work successfully for visually impaired. I thought of how to improve the moment in which you are at the counter choosing your ice-cream flavours.

My outcome was a colour coded braille menu on the glass counter.


I also thought of having braille walls with short stories talking about the origin of every flavour; where it comes from, how we treated it, and so on.


My final product


My finished prototype

I personalised my prototype by applying my brands visual and tactile logo, in order for it to be experienced both my the visually paired and the visually impaired users.

BA Graphic Product Innovation 2011| LCC Invisible Signs FOUR gallery

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A Brand for a gallery

[email protected]: Dami Soluade

BA Graphic Product Innovation 2011| LCC Invisible Signs FOUR galleryBA Graphic Product Innovation 2011| LCC Invisible Signs FOUR gallery

FOUR gallery


FOURWhen I first received this brief and Whilst thinking about visually impaired people and conducting some experiments, I realized that sight is one of the senses that we use sometimes more often than necessary. We can use this sense to cancel out the others therefore not being able to experience things to the fullest. An example of this being food, more often then not we will judge whether we like something by how it looks. With this in mind I have decided to create a brand called FOUR. Four is a gallery that will be accommodating exhibitions that explore one of the following four senses; sound, smell, taste and touch. The exhibitions will be constantly updating as in new artists will be featured every month. The galleries theme is going to be abstract and from this the exhibitions will also be created with this in mind. The reason I have an abstract theme because I dont want my gallery to have very much to do with sight; so aesthetically they will be more or less white and black. I have done this because I dont want the pieces to have any contact to what we see; an example of this would be the logo, its in geometric shapes and an abstract form because I want people to touch it and just enjoy the sensations of the levels, I dont want people to be touching it with what image is this in the back of their minds.


To try something new

Kids

To learn about themselves

Adults


AudienceAs the aim of my gallery is to allow people to explore their other four senses apart from sight my brand is aimed at everyone. All ages can experience my brand as you can never be too young or old to feel, taste, hear and smell. The beauty of the exhibitions will be because everyone have different levels of sense sensitivity every ones experience will be personal and unique to them. Another reason why people will have their own relationship with the exhibition is because of peoples memories. This will have an effect on how they smell, taste, touch or hear. Gender wise is the same both men and women will be able to enjoy my brand successfully. As the majority of people have at least one their sense apart from sight. The people that will be using the brand will be using it as its a interesting way to experience art and design, its an interactive way that gets everyone involved and excited.


HELVETICA

Colour

Material

Type

Images


Visuals of the brandOne would recognise the brand by the logo that I have create and put on business cards. This geometric logo will be the main imagery for the brand, the brands name FOUR will be the typographic identity of the brand. Colour wise the brands colours are white and black, as I am trying to get people to experience their other senses excluding sight I believe that colours shouldnt be used. FOUR gallery can be any material; there are no material restrictions as I dont believe the brand will benefit from material restrictions. The typography of the brand is helvetica; I decided to usethis because I wanted a font that didnt have too muchcharacter, one that isnt distracting. The logo name FOUR must always be in capital letters, and the senses must always be in bold.


Picture of me blind


What is it like not to seeHow does a person with low vision recognise your brand? The way that a person will low vision will recognise my brand is by the feel of the logo, the embossing allows people to feel the shape and layers of the logo. There are four different embossing height levels, this is to give the logo character. In order to understand my audience with low vision I conducted an experiment. What I did was try and do something that I do often but without using sight. So I decided to go and visit my friend as I was curious to see how mysocializing would be effected.



What is it like to be blind?Visiting a friend blind.

Accidently switching on recording fea-ture on my phone

Looking for crisps in my bag

Walking into friends house

Watching TV


Student: Dami Soluade email address: [email protected] 10

Looking for the hot chocolate after I had put it down

Closing the gate of my friends house

Watching TV from memory

Getting hot chocolate



Big exhibitions

Geometric shapes

Different textures

3D installations

What do you see?


Using all your sensesApart from me being blind for a while, another research method that I used was have the business cards tested by a visually impaired person. The feedback that I got back from him was very useful and helped me realize that my brand worked.The experiments that I did to text my brands were simply trial and error experiments to make sure the business cards worked for their purpose.



Curiosity

Textures

Rough Textures

Excitement

What do you feel?



Interactive sounds (Arduino)

Instrumental music

The card links you to a website that plays sound

Abstract sounds

What do you hear?



One of the business cards has a smell

PerfumesSmell able products

Scents

What do you smell?



Sweet tastes

This business card has flavoured ice in it

Bitter tastes

Fruity tastes

What do you taste?



All four of the business cards


ConclusionWhat was challenging for me with this project was having to think about how my brand effected all the senses. Especially as I was occasionally mixing the brand up with the gallery exhibitions when it came to all the other senses. In my research I found out that there are many things we take for granted when we use our sight, and putting myself in a blind persons position was a very interesting experiment and made me realize the difficulties they may have. Also the difficulties will change according to the persona and whether they had being blind from birth this might change a lot of things. I also realized that although visually impaired people may have a restriction this doesnt mean they cant enjoy everything it just means that they are enjoyingit in a different way. This is inspired me to do mydesign and think about all the other senses.

BA Graphic Product Innovation 2011| LCC Invisible Signs ECHOES

[email protected]: Roland Koves

A Brand for a record store


EchoesI decided that my brand was going to be based on a record store that sells a range of musical materials from old Lps to cds, but having the main focus on a LPs with a wide range of musical type. I also decided that the name of my brand would be ECHOES as the sound of and repercussion of young and dynamic people. Ive always been fond of minimalism, where the work is stripped down to its most fundamental and elemental features, and what it carries with in its values so through some illustrative permutations ive also come to the conclusion that borrowing the simple shape of the circle with the musical note inside slighlty tilted (expressing dynamism and movement) i could visually represent LPs shape and character whilst implying music with the white space depicted by the musical note.


Easy & playful interior navigation

Image of my audience

Tactile media

A wide range of Lps and cds

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AudienceSince my brand is based on a record store that sells a wide variety of music catering for a wide audience it is really hard to narrow it down other than young, dynamic people who, in many cases, might either have low vision (meaning they can see some colours and type) or serious visual impairment (acute or blind). In my design i always endeavour to make my design inclusive to all as if i aim high it is more likely that my efforts will result in a wider solution range. It would be very unfair if i created a music store that only catered for a certain demographic. Music doesnt discriminate!



Colour

Material

Type

Images

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AudienceSince my brand is based on a record store that sells a wide variety of music catering for a wide audience it is really hard to narrow it down other than young, dynamic people who, in many cases, might either have low vision (meaning they can see some colours and type) or serious visual impairment (acute or blind). In my design i always endeavour to make my design inclusive to all as if i aim high it is more likely that my efforts will result in a wider solution range. It would be very unfair if i created a music store that only catered for a certain demographic. Music doesnt discriminate!



Picture of me blind

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Understanding your blind audienceApart from the fact that some of the business cards had Braille writing on them to cater for the totally blind, i wanted to create a varitey of feelings or touches to them. As ive found out from researching different tactile media application techniques, i came across a company that produced special textured embossing powders. As in music, the embossed logo on each business card had different touch to them, inevitably creating subtle mental associations relating to types of music such as rock (harsh, metallic surface), jazz (smooth, brushed surface), pop (popped, bubbly surface), electronic (abrasive, popped surface). I had many results depending on the kind of paper i embossed on as the powders had different absorbency. I applied the colour of the text harmoniously to each business card depending on the texture and colour of the embossing powders. To maintain consistency in the brand i chose different coloured paper to match with the different coloured and textured logos on the business cards. Traditional embossing method was used to create the pattern on the letterheads. The embossing can be easily felt under your hands and has a pleasant feel to it so it doesnt just cater for the blind, but for everyone else who is interested in the brand. i knew that different music had different rhythm and therefore different musical patterns appear.This could be translated into graphic shapes and patterns. My main inspiration for this came from the patterned grounds on the underground. With that link, which happens to coincide with rhythmical patterns in music, i started listening to different music and began identifying archetypes, tiny commonalities in types of music. Since music is very emotional it is also very personal, so what i may find in one music as a pattern someone else finds different. However, music has a universal language and i was sure that we can all identify somewhat similar patterns that could be used as archetypes.



What is it like to be blind?Using transportation blind

Another set of stairs

Stairs

On the tube

Bottom of stairs

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Before tube station

Escalator

On the train, along the platform

Along the underground platform



How do you experience your brand using all your senses?In similar technological fashion to the voice business card i had this idea about an envelope that contains nothing inside, but when it is opened it will talk to you. A similar thin and light sound module was assambled to fit inside the envelope with information installed on it regarding this service and what Echoes Music Store is about. I also wanted it to fit with current postal schemes that operate for the blind. The Royal Mail Articles for the blind scheme is a current running scheme and is available to organisations representing the blind and visually impaired. I believe that if the service was checked and certified (due to electronics inside a letter) by Royal Mail this could be a very good addition to methods of communication to the blind. Although, user research show that a good proportion of the blind society use electronic devices, services (smartphones, voice e-mails) to receive messages from organizations, not every visually impaired person is IT literate. In addition, the voice letter technology would allow receivers to record back onto the letter giving feedback or just react to its content. The internal navigation was fully inspired by the patterns found in the vicinity of the underground. Those patterns around the Tube are very successful architectural designs. On a similar basis, i thought that by exploring musical patterns described earlier in this booklet, i could design an internal navigaton system that not only would allow the visually impaired, but also seeing users to navigate around the store without using confusing signs as tools for mapping.

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Tactile Navigation on the floor

Tactile media/textured embossing

Accessible navigation to all

Innovative voice postal service

What do you see or hear?


Textured, haptic business cards Tactile, palpable media based on patterns inspired by music

What do you feel?


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Voice letter sent by free postal delivery Voice playing business card

What do you hear?


What do you feel?

Feedback on my design from Hugh Huggy, the representative The Royal National Institute of Blind People


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ConclusionThe most challanging part for me was to translate different sensory and perceptual inputs such as touch, hear, feel (emotions)... into my own ideas whilst being original and fresh. I was very concerned from the beggining with other successful design mediums and methods of communications that had already existed concerning the visully impaired. Through my primary and secondary research i came across many interesting and successful applications specifically designed for the blind.However what i found was that a lot of them used technology (without a working framework of service and its design) overwhelmingly with less attention to emotional side of the actual use or handle of objects. Hence, i wanted to create some communication mediums that both used traditional crafting methods (traditional embossing, textured embossing) and the latest technology to convey the values of the brand with emotional input. Ive learnt a variety of skills over this project as well as developed my attention to designing with the visually impaired in mind. Ive also developed affinity to designing for situations where visual outcomes are secondary (although still paying attention to visuals of course) and other (touch, hear, smell) sensory outputs are primary.


BA Graphic Product Innovation 2011| LCC Invisible Signs maternal

77

A Brand for baby products

Kathryn Henderson [email protected]

79Kathryn Henderson [email protected]

MaternalMaternal is a baby product brand, for sighted and partically sighted users. The value of the brand is softness. It is unique as it is made of tactile qualitys on the products and the brand itself. The brand is about embracement and feeling close with your child. By having a hightened element of touch through tactile soft materials the experience of the products are more interesting to touch.

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AudienceThe audience of my brand are famillies and mothers. Any-one who has children can use the brand therefore it is quite a broad target audience. They use maternal because it gives you more embracement with your child through the sense of touch. And all elements of the brand are soft so you feel like the brand really cares about your delicate baby, therefore I think the brand with untimatly appeal to mothers.


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Visuals of your brandThe brand is mainly recognised by its soft colours, soft material, and soft aesthetics. The brand has soft baby co-lours of blue and pink which works throughout the graph-ics of the branding on the clothing aswell as its tags. The brands typeface is soft and gentle which ties into the whole brands values.



The brand

Colours

Braille

Material detail

What do you see?

maternal

85

What do you feel?

Soft, good quality material Size and textures

Braille sizing Textured detail


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Understanding your blind audienceTo help me with my idea development for the brand Maternal I tried out caring for a baby blindfolded. And I understood how important the element of touch was. The babies skin, clothes, environment, toys. It was this that made me realise that the brand had to be soft and with an element of embracement so you felt close with your child eventhough you can not see them, it makes you feel closer.



What is it like to be blind?I also tried out being blind in my normal environment walking along Londons South Bank to the Tate Modern

Dissorienating noises such as bikes going past

Justifying around obstacals

Trying to feel if it was still raining

Going around people

maternal

89

Using the wall as a guidance

Being careful of uneven surfaces

Using the handle and a guidance

Judging steps carefully


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Conclusion

The most challenging thing was getting the final aesthet-ics right and that all of the elements worked well together. Through my reserach I found out how important the ele-ment of touch is to a particially sighted person and so I made sure this element was what I concentrated on. As touch is so important with your own child.


BA Graphic Product Innovation 2011| LCC Invisible Signs IRD

[email protected] Ferreira

A Brand for a graphic design studio


IRD Interventionist and Radical DesignThis is a graphic design studio dedicated to humanitarian, environmental and political causes.The aim is to create design with meaning having in consideration ethics, human rights, and My brand is not for blind, but to help the blind in a visual world by:

- Raise awareness

- Create better solutions in:

- Aid technologies for the blind - Support for better social integration -Createselfsuficiency - Create support

- Contribute for a better world

IRD


Understanding your blind audienceThis brand is made to help to improve visually impared peoples lives.

The brand will act on other brands, removing all, all images and visual communication of other brands, as part of the the World Sight day 2011 campaign.

The aim is to raise awareness and create the feeling of how to be blind amonghst the visually able people and not being able to have non visual options., suh as audio menus and GPS to guide visually impaired.

The choice of places are related with mass consuption and public transports, so the message can be spread easily.

Another reason is that renown Corporates are more capable financiallyandopentoofinvestementincausesforhumanitarianand social campaigns in order to improve their image, encouraging other companies to follow.


McDonalds

TFL

Starbucks

IRD


ConclusionWhatwaschallangingforyou?Whatdidyoufindoutinyourresearch?How did you translate this into your design?

Visually impared people depend on visual people all the time, either to make choices, get orientation or to be informed.

Found that there are few options/help for visually impared, and dont work, such as:

TFL:-Information/helppointsatTFLareattheticketoffice,wherearealwaysbig queues or at the survaillance point, where there is mainly only one person, that should be there at all times.- Tube maps are only visual- In order to get information about the tube station plan, visually impared depend on someone that can guide them.

SOLUTIONS:- Audio check point, always at the same spot (entrance left or right), where all the information about the trains availability and changes are updated.- Portable GPS with audio guidance to help guidance and aknowlege of station plan- Braille maps

IRD

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MacDonalds:

Universal Audio check point (always at the same spot at the entrance)

- Audio menus with all options and prices- Remote control to choose options/menu- Direct the order to the till in order to reduce waiting time

Starbucks:

Universal Audio check point (always at the same spot at the entrance)

- Audio menus with all options and prices- Remote control to choose options/menu- Direct the order to the till in order to reduce waiting time

Newspapers:

- Every station point, should have 5 or 10 braille newspapers, it takes only a braille machine to perfurate paper, its easy and low cost.


BA Graphic Product Innovation 2011| LCC Invisible Signs Nivea

101

Rebranding NIVEA

[email protected] Bushay


SPACE FOR IMAGES

If you think that you need to show more images use more spreads

R

Nivea

103

NiveaNivea is a large global skin- and body-care brand, owned by German company Beiersdorf. The company began in 1911 when Beiersdorf developed a water-in-oilemulsifierasaskincreamwithEucerit,thefirststable emulsion of its kind. The companys owner, Oskar Troplowitz, named it Nivea, from the Latin word niveus/nivea/niveum.

During the 1930s, Beiersdorf began producing products such as suntan lotions, shaving creams, shampoo and facial toners. The trademark Nivea was expropriated in many countries following WWII. Beiersdorfcompletedbuyingbacktheconfiscatedtrademark rights in 1997. Internationalisation during the 1980s propelled the Nivea brand to a wider global market.



Anson

Apple Chancery

AW Conqueror Didot

AW Conqueror Sans

Brie Light

Lobster 1.4

Futura LT Book


Visuals of your brandI experimented with colour, by surveying people an option of what colour product they would prefer offeringaselectionofdifferentcolours.Theresultsshowed that most people prefer the original blue and white packaging, as it was easily recognisable and distinctly relating to Nivea.

The tin is blue, as blue as the sea and sky. Blue is a color that represents eternal values such as strength and reliability, tradition, satisfaction, timelessness, fulfillmentandplenitude.Thecrmeinsidetheblue tinreflectspreciselythesevalues.Itworks.Itispurchased and appreciated by consumers all over the world. It has been on the market for 100 years. People trust it. They always have and always will trust it. It keeps its skin care promise. Its rich. People who see the blue color of this tin immediately know that its NIVEA.

Niveas existing typographic logo I think was there main problem as I felt it doesnt represent Niveas brand values convincingly. There current logo is very rigid, stern and static and doesnt rely the values of a brand that is about skin care. So I decided to change the type and try and convey a more smooth, curvy and user friendly feel to the logo.


Understanding your blind audienceIn order for me to understand my audience with low vision I needed to get blind. I did several experiments testing, exploring and documenting how I would interact, function and identify my brand as my audience would, blind.


What is it like to be blind?Putting on shoes & jacket


How do you experience your brand using all your senses?To truly understand and identify the brand problems and solve them I have to understand how people with low vision experience the brand.InparticularIdecidedtogoforNiveacrmeasmyproductto focus on as they have many products and it was too broad as a task, so had to narrow it down. Blindfolded I looked into how a blindpersonwouldinteractwithaNiveacrmeproductwiththefivesenses.FromthisIwillexplorewaysintohowIwillrepresentthis brands values through the senses.


Experiment one, was to explore how the audience would see this product. Being on that the target audience is visually impaired or blind, it would be difficultforthemtoseetheproduct,butratherexperiencetheproductthrough their senses.

What do you see?


The only major problem I found with the feeling and touch of this product was tryingtoopenit.Founditdifficultbeingblind-foldedtoknowwhichwaytoturntheproductforittoopen.Whenopenedthecrmereleasesadistinctscentthatlingersontheskinwhenthecrmeisapplied.

What do you feel?


There were two sounds I heard while testing this Nivea product. One was the sound of the turning of the lid, the other of the foil being peeled to reveal the content.

What do you hear?


Thedistinctfragrancefillsyournostrilsthesecondyouopenthetin.Itlingersontheskinwhenthecrmehasbeenapplied.Bergamot,lavender, orange and lemon, these are all precious ingredients that are also used to make luxury perfumes. Thats why the Nivea fragrance is a classic fragrance.

What do you smell?


ThetasteofNiveacrmewasntverypleasant.

What do you taste?


ConclusionIn response to the problems I discovered in my blindfold experiment and through various other primary andsecondaryresearchIundertookIaimedtoreflectthevaluesofNiveacrmethroughthesenses.

I tried to appeal to the visually impaired and assist them into how to interact with this product and also give them indication as to what the product is for and about.

I did three prototypes including the new logo design andiconforNiveacrme.OnemainproblemIcameacrosswasdifficultytryingtoopentheproduct.Inresponse to this I added braille that gives the user an indication as to what the product is and how to use it.

InadditionitwasnotedthatNiveacrmehasadistinctfragrance that is recognizable to many. So for one prototype I explored texture and scent and tried to replicate this recognizable scent to add an extra dimension to this invisible identity.

OverallithinkfromtheproblemsiidentifiedIresolvedthis problem the visually impaired would face in using this particular product and relayed Niveas brands values quite successfully.

BA Graphic Product Innovation 2011| LCC Invisible Signs TasteBuds

119Lauren Harewood ([email protected]), Louise Steyaert ([email protected]), Freddie Villiers ([email protected])

A Brand for a service


The shopping list with a twist

TasteBuds

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TasteBudTasteBudThis is a service aimed specifically towards blind and visually im-paired people but can also appeal to the rest of the public. It is de-signed to encourage culinary exploration when supermarket shop-ping by delievering varied menus with new oppotunites to broaden your taste buds.

Taste Buds will delievery a weekly promo containing a hand picked 3 course meal specific to the tastes of the recipitant. In addi-tion to the recipe and ingrediants the leaflet will feature money off vouchers and discounts relevant to the products on the recipe.

The process of Taste Buds will be as follows: In order to create awareness we will send an intial promo

through the post to all blind peoples address, introducing them to the brand and service.

This promo will contain a 3 course meal as well as information on how to apply online and set up a profile selecting preferences e.g. allergies, likes, vegetarian, local supermarket...

Once your profile is complete, we post you our menus according to your taste, containing exciting and varied menus from around the world.

take to the shops, with your new recipe with ingrediatents as well as money off vouchers.

Cook and eat following our simple step by step guide Log into your online profile and tell us what you think, blogging

community talking about favourite recipe and menu of the week, keep menu card for future references.

Lauren Harewood ([email protected]), Louise Steyaert ([email protected]), Freddie Villiers ([email protected])

123

Our service has a wide audience but targets the blind and visually impaired community in particular. After research into how the blind prepare and carry out supermarket trips, we discovered they can not be spontaneous when choosing products and must always have a shopping list prior to going shopping. Hence always sticking to the same shopping list, meaning always eating the same foods.

Our aim for Taste buds is to encourage the blind to experiment with new recipes and menus. However as our brand evolved, we realised that we could target a much wider audience: students, parents, singles, families. Anyone who enjoys a surprise in the mail and is eager to expand their culinary lifestyle.

We envision our brand to be fun, easy, encouraging, fresh, social and practical.

Our service will provide an oppotunity for the blind community as well as any individual of all ages, cultural backrounds, gender, demographics and social status to be inspired by new and varied menu ideas for their daily lives. It will not only introduce novel ingredients to each individuals food range but encourge curiosity and the will to try something different.

HELLO



Try something new today...

TasteBuds

125

ITALIANSPANISH

CHINESE

MEDITERRENEANINDIAN

MOROCCAN

THAI

MEXICAN

CARIBBEAN

Explore exciting culinary cultures...



TasteBudTasteBud

SPICY ORANGEDEEP RED

PALE GREEN

BLUEYELLOW

TEAL

TasteBuds

127

VISUALS



FuturaABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

FuturaABCDEFGHIJKLMNOPQRSTUVWXYZ

TYPE

TasteBuds

129

PenneABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

PeneABCDEFGHIJKLMNOPQRSTUVWXYZ



How does a person with low vision recognise your brand?

- Embossed logo, easy to recognize- Simple layout- Clear large font- Contrasting colours- Braille

How does a person with normalvision recognise your brand?

- TasteBud logo- Colour Palette- Signature visuals (mustache, speech bubbles ect)- Presence of Braille

TasteBuds

131

MEET THE TEAM

YO Im Lauren

BonjourIm Louise

Hullo old chap! Im Freddie



What is it like to be blind?

The bus ride felt so long and I couldnt listen to music be-cause I had to listen out for my stop. - Lauren

I had to ask for help to get off the bus because I couldnt gage the width of the gap. - Lauren

I had to ask for help to get of My senses were much more acute and I felt the bumpy pavement for the first time. - Louise

The trickiest part was paying for my ticket: All my cards felt the same and so did the cash. In the end I had to ask the vendor for assistance. - Louise

TasteBuds

133Lauren Harewood ([email protected]), Louise Steyaert ([email protected]), Freddie Villiers ([email protected])

135

I tried to pour myself a cup of tea but the mug overflowed and i burned my finger. - Freddie

It was so frustrating, I couldnt tell if my hair looked reem.- Freddie

It was really unnerving even just to walk in the streets because I didnt know what was in front of me.- Louise

I noticed sounds and smells Id never noticed before. - Lauren



Colourful bold graphics

Clean simple interface

Double sided:braille & print

Beautifully photographed food

WHAT DO

YOU SEE

TasteBuds

137

WHAT DO

YOU SEE

Diffrent Textures

Tactile Stickers

Embossed/debossed logo

WHAT DO

YOU FEEL



WHAT DO YOU TASTE

Because imagery is the strongest sense to sighted beings, there is a photograph of the delicious meal in question on the front of our leaflet. For the non-blind user, this image is the stimulant which makes them want to cook the recipe. Our mouth start to water when we see it and it triggers a de-sire for that particular food.

However for the blind user, we had to think of another way to stimulate their appetite. Instead of showing the food, we describe the food (in braille and on the podcasts) with great detail, with emphasis on tasty, succulent, mouth-watering adjetives.

WHAT DO

YOU SMELL

TasteBuds

139

MELTING BUTTER

SIZZLING ONION

SMOKEY BACON

JUICY PINEAPPLE

OOZING CHOCOLATE

CRISPY PORK

TENDER MOZARELLA



WHAT DO

YOU HEARSIZZZZZLE

CRACKPOP

SIMMER

BUBBLEFRIZZLE

SPUTTERMMMMM

TasteBuds

141

The sound of the envelope c

om-

ing through the letterbox pr

ovokes

excitement and curiosity

Tastebud would be advertised on the radio, including on the RNIB channel and other frequencies with a wider audience .

A big part of our service would be our website. This includes podcasts and videos of how to prepare and cook the recipes. They would be very clear and extremely detailed to suit a blind persons needs,



Hello Felix.

Our website is clean and simple

4 easy steps for everyone:

1. Create your TasteBud account by choosing a username and password. We also need your email address and home ad-dress.

2. Give us a bit of info about you. What do you usually eat? What do you love and what do you hate? Are you vegan? Allergic to something?

3. Browse our selection of delicious recipes and tick those which intrigue your senses. This gives us an idea about your tastes so we can tailor meals just for you.

TasteBuds

143

Your New Podcasts are ready.

4. Surprise! Your FREE TasteBud leaflet arrives through the post. Includes: shopping list, recipe and coupons for great deals relating to that very recipe!

6. Loved it? Hated it? Tell us what you think by going back onto your TasteBud page and modifying your preferences. Well make sure you get somehing innovative and delicious every time.

5. Go shopping according to the list and cook your tasty new meal with help from our online podcasts and videos.



Your suprise shopping list, recipe and coupons delived to your door!

Everything is personalised and tailored to your tastes

Hello Felix,

4 pork chops2 red onions2 tbsp molasses sugar1 tsp tamarind paste2cm root ginger1 red chilli3 garlic cloves1 lime50ml orange juicesalt and black pepper400g pineapple

Now follow this easy recipe

1. Put the chops into a shallow ceramic or glass dish.

2. Mix all the remaining ingredients together, except the pineapple, and pour over the chops, turning them in the marinade to make sure they are well covered.

3. Cover and leave to marinate in the fridge for about an hour. 4. Preheat the oven to 170C (fan)/190C/gas mark 5

5. Arrange the chops and their marinade in a shallow ovenproof dish, with the pineapple and onion wedges tucked in around them. Mix everything together with your hands.

6. Bake for 3540 minutes.

7. Check to make sure that the pork is cooked through it should be white rather than pink in the middle.

8. Serve the chops straight from the baking dish with all the lovely cooking juices from the chops.

Felixs shopping list

serves

4mins

60level

1

Big Deal!Tear-away these

coupons to get the best deal for this meal.



HALF PRICEPORK CHOPS

Sainsburys BasicsBritish Pork Chops

1PINEAPPLES

Sainsburys Basics

Orange Juice2 for 1

TasteBud collaborates with Sainsburys to

bring yout the best bargains and make your shopping experience that

much more exciting.

Pork chops with pineapple, molasses & tamarind

We have a new recipe

for you!

www.tastebud.com Delicious Carribean flavours customised just for you.

TasteBuds

145

Your suprise shopping list, recipe and coupons delived to your door!

Everything is personalised and tailored to your tastes

Hello Felix,

4 pork chops2 red onions2 tbsp molasses sugar1 tsp tamarind paste2cm root ginger1 red chilli3 garlic cloves1 lime50ml orange juicesalt and black pepper400g pineapple

Now follow this easy recipe

1. Put the chops into a shallow ceramic or glass dish.

2. Mix all the remaining ingredients together, except the pineapple, and pour over the chops, turning them in the marinade to make sure they are well covered.

3. Cover and leave to marinate in the fridge for about an hour. 4. Preheat the oven to 170C (fan)/190C/gas mark 5

5. Arrange the chops and their marinade in a shallow ovenproof dish, with the pineapple and onion wedges tucked in around them. Mix everything together with your hands.

6. Bake for 3540 minutes.

7. Check to make sure that the pork is cooked through it should be white rather than pink in the middle.

8. Serve the chops straight from the baking dish with all the lovely cooking juices from the chops.

Felixs shopping list

serves

4mins

60level

1





HALF PRICEPORK CHOPS

Sainsburys BasicsBritish Pork Chops

1PINEAPPLES

Sainsburys Basics

Orange Juice2 for 1

TasteBud collaborates with Sainsburys to

bring yout the best bargains and make your shopping experience that

much more exciting.

Pork chops with pineapple, molasses & tamarind

We have a new recipe

for you!

www.tastebud.com Delicious Carribean flavours customised just for you.



Weve even got a

Super simple iphone application

TasteBuds

147

In conclusion, this project was probably the most challenging of the year. As graphic designers we rely on our - and our audiences - sense of sight. Everything we make is essentially visual, so to take that vital factor away from us was extremely difficult.

However, a challenging brief is a constructive one. I feel that I have learned a great deal these past few months, from researching the blind and visually impaired, to feeling and behaving like them: I walked to the cinema blind-folded and tried to pay for my ticket, I tried to make myself a sandwich with my eyes closed, and even the easiest task like putting my shoes on became a frustrating task. So my awareness towards the blind and visually impared community had considerbaly increased.

For the first few weeks I had so much trouble coming up with great solutions to the brief, but when I sat down to discuss it with Lauren and Freddie, dozens of ideas came to us and we decided to work as a group. I feel we worked really well together, firstly because we get along, but mostly because we each have our area of ex-pertise in the design process so the different tasks are distributed very smoothly.

Once we had our concept, we all really enjoyed creating the Taste-Bud brand. This is our first real branding brief and the fact that it was also live (set by Hugh from the RNIB) made us all the more eager to work hard. The part I enjoyed the most was designing our brands identity - choosing the colours, fonts, images, style, visuals ect - which I must admit was also our weak point because in the end we didnt focus as much on the blind user. We have plenty of great ideas to include both blind and fully sighted individuals into our brand but the lack of time and rushed deadline didnt allow us to properly present our non-visual ideas.


BA Graphic Product Innovation 2011| LCC Invisible Signs Q

[email protected] Campbell

A Brand for a DJ


BA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name

Q

151Student: Name email address 2

Name of your brandDJ Impac

What is it for?

This is a personal branding for me as a DJ.

Why were you interested in this brand?

Ive approach this task as a great opportunity to start developing an identity for my brand. I also have an interest in identity design where Im currently researching the disciplines of logo design and branding. My favourite contemporary designers are David Airey and Jason Cass, I am also inspired by the works of Paul Rands work and the Pentagram studio.




Q


Audience

Who is using your brand?

The brand will be solely used by me. The DJ.

Why are they using this brand?

I going to use the visual identity for recognition so my audience can have a logo to recognize my service.

Think about age, gender...

16-40. No specific gender.




Colour

Material

Type

Images

Q


Visuals of your brand

How does one recognise the brand.

The brand can be recognise visually on websites, the back of my laptop and other mediums such as cds, t-shirts, etc. This is the normal branding method for non-visually impaired audience - associating my service with an image or symbol, however I have developed a unique sound to enhance my idenity to my visually-impaired audience.

The sound incorporates my name DJ Impac keeping it simple for it can be easy idenitfied and able for further research by the audience - interest more of my service.

Think about colour, typography images and material.

At first, the selected colour was navy-blue. But in context and in the environ-ments the service will provided the identity will fade very easily. So I selected the colour red as the main colour as its effective with both the visually im-paired and non-visually impaired audience audience.

The chosen typeface is Avenir LT Std -Black. Avenir was chosen because of it legibility. All the characters of DJ Impac were written in bold with an Italic ef-fective for movement.

There were no specific material as the image will be printed on various surfac-es. The sound branding will be embedded into the music compilation mixes.




Picture of you blind

Q

157


Picture of you blind


Understanding your blind audience

How does a person with low vision recognise your brand?

Mainly through sound because thats the fundamental sense my service is aim at. The sounds will incorporate my name DJ Impac for instant familiarity.

In order to understand your audience with low vision you need to get blind .

I experienced being blind ordering a coffee at a local cafe. I have walked pass the cafe many times but never enter its premises.

The experience was carried out wearing a 3D glasses (the ones from the cin-ema) which I black out with normally paper and coloured it with a black sharpie pen. I also had some directional help from a friend who also helped recorded the experience.

The experience of being blind or visually impaired wasnt good feeling. I learnt how brave the visually impaired are, because not knowing what things and places looks like is scary.

One important observation (non-visual) was the enhancement of my hearing. It seems to be the number sense especially in an environment as London. Be-cause I have previous knowledge of what things are my hearing was used to identity them.

After that it was touch or feeling.




What is it like to be blind?Ordering a drink/Going to an exhibition/Using transportation blind

Senors on the road. Picture taken blind. Guessing where the person is.

Q

159


My hearing was used as my observational tool. Some pictures came out blurry this is the perfect summary of my sight (vision).




How do you experience your brand using all your senses?

What kind of research did you do to understand how people with low vision will experience your brand?

I became visually-impaired for 30 minutes.

I have also done some research on the information available on being visually-impaired. Some of my findings were;

text or type has to be legible - this can be achieved through the spacing of letters colours should constrast each other for the text or symbol to be effective in very low visual circumstances.

What experiments did you do?

I experimented with sound. I have created a unique to identity my service to my audience.

Q

161


Word mark - Avenir black with a Italic effective.

Symbol - which was made from an I and the given shape a circle.

What do you see?




Excitement.

What do you feel?

Q

163


Dance Music.

What do you hear?




Caption

Q

165


Conclusion

What was challanging for you?

The biggest challenge I had in this project was branding the service to the vi-sually-impaired audience. Ideally this service does affect the visually-impaired because it deals with sound earing. However whilst developing the visual iden-tity, the visual-impaired audience was instrumental in decision of its final visual outcome.

I decided to choose from the many, a design which is simple and works very well in monotone so that its emphacist is on its shape rather than tone or any clever negative spaces.

What did you find out in your research?

In the research stage of the project I discovered some of the elements which will help the design and the branding of my service. The elements spand from colours to text to legibility which will make the design much easier to be identity and to be associated with.

How did you translate this into your design?

In the design these findings where used to steer the outcome of the visual identity and also the development of the sound design to implement familiarity amongst similar services.


BA Graphic Product Innovation 2011| LCC Invisible Signs Q

[email protected]

Rebrand Toothpaste

Alex Kemp


BA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name Student: Name email address 2

Brand: Aquafresh

Aquafresh is a leading brand of toothpaste and toothbrushes. I have used it fort many years and I like the logo. The red, white and blue shape instantly conveys what the toothpaste is like in terms of colour and texture.

Graphic Product InnovationName:Alex KempEmail: [email protected]

Aquafresh

169BA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name Student: Name email address 2

Brand: Aquafresh

Aquafresh is a leading brand of toothpaste and toothbrushes. I have used it fort many years and I like the logo. The red, white and blue shape instantly conveys what the toothpaste is like in terms of colour and texture.

Graphic Product InnovationName:Alex KempEmail: [email protected]

[email protected] Kemp

BA Graphic Product Innovation 2011| LCC Invisible Signs Aquafresh


Audience

Toothpaste and toothbrushes are sold in supermarkets and chemists. Anyone can use the brand. Everyone cleans their teeth so it is a big competitive market. Adults are the purchasers, but their children may also be end users. People respond to advertising and once they have tried it and like the taste of the toothpaste and feel of the brushes they tend to stick to the same brand.

Reason why they use the brand

Audience



[email protected] KempBA Graphic Product Innovation 2011| LCC Invisible Signs Brand Name Student: Name email address 4

Audience

Toothpaste and toothbrushes are sold in supermarkets and chemists. Anyone can use the brand. Everyone cleans their teeth so it is a big competitive market. Adults are the purchasers, but their children may also be end users. People respond to advertising and once they have tried it and like the taste of the toothpaste and feel of the brushes they tend to stick to the same brand.


Audience






The colours and shape of the swirl and the Sans Serif typography of the name are very distinctive and are instantly recognisable as Aquafresh. The white surrounding the letters creates a clean impression and the lines coming from this imply sparkling.

Product - toothpaste

Product - toothbrush

Type

Logo




When one sense is impaired you rely more on the others, so with poor eyesight people use the other senses to compensate as best they can. For a blind person these senses would be touch, taste, smell and hearing.

I plan to change the 2D Aquafresh logo to 3D which will enable a blind person to recognise the logo by its shape, and to complement this by adding the peppermint smell of the toothpaste and the feel of the bristles of the toothbrushes.

Simulating blindness




Identifying flowers by smelling the scent

Smelling food. Fish is an intense smell!

Feeling the texture Feet and hands control balance and feel the way

Using touch to telltexture and temperature

Taste identifies food type

Measuring the quantity of liquid by touch

Touch to feel texture of the finish of the paint




I visited RNIB to find out more about blindness and what helps the blind to identify the things around them.

Blind people use Braille to read, but they can also use 3D letters that they can feel. Sans Serif typeface is easier to identify and if colours are to be used they must be strong contrasts.

I did a lot of sketches to help me see what would be appropriate and experimented with smell, taste and textures. It was not enough to use the swirl alone. I needed a combination of the swirl, the 3D letters, the smell and the bristles. The colours have meaning: red for healthy gums, white for strong teeth and blue for fresh breath and I added extra definition to these by making red damp, the white a hard shiny surface and the blue a fresh peppermint smell.

Bristles

Shape

Toothpaste

Colour

What do you see?



Sharp bristles

Sticky

Smooth and shiny

Dampness

What do you feel?

Running water

Bristles brushing against the teeth

Exhaling

Squishy sound

What do you hear?



Dampness and faint peppermint

Peppermint flavouring

Water

The actual toothpaste

What do you smell?

Peppermint flavour

Toothpaste

What do you taste?



Toothpaste on the bristles

Bristles

Toothbrush surrounded by toothpaste

Toothpaste being squeezed out of tubes

Work Process: Sketches

Toothpaste

Carpet

Metal pan scourer

Artificial spiky leaves

Work Process: Experimental Materials



Mint sauce

Book of different smells

Toothpaste

Mint leaves

Work Process: Scents

Range of experimental materials

Caption

Experimenting with dampness for gums

Work Process: healthy gums, fresh breath and strong teeth

Experimenting with strong shiny material for teeth

Experimenting with concept forfresh breath



Choice of final material for teeth

Rough sketch of final idea

Choice of final scent

Choice of final material for gums

Work Process: Finalising Final Outcome

Bringing the components together



Conclusion

This was a challenging task because it was aimed at blind people and I am not blind. Being deaf myself and relying heavily on my vision it was particularly hard to lose that sense. Finding a logo that could be presented in a way other than visual was challenging. Finding suitable materials to represent gums, teeth and breath for colour, texture and smell was difficult. I experimented with a lot of materials before I was satisfied.

I discovered what would be important to help a blind person identify a product. Simple clear shapes with meaning work best. Too much detail would be difficult for a blind person to manage. When one sense is lost you must direct information to the other senses to compensate.

I wanted to make the Aquafresh logo into 3D so that a blind person would be able to feel it. I discovered Newplast clay which was the perfect material for this as it did not crumble away when it set as other materials in my experiments had done. I paid a lot of attention to getting the right materials so that the feel of them would represent the components of the products. I chose simple strong Sans Serif lettering made from thin wood so that a blind person could feel the letters. I tried several essences to get the right smell which would be closest to toothpaste and was strong enough not to wear off.

It was an interesting project and I am happy with the outcome.

[email protected] Alex Kemp


Conclusion

This was a challenging task because it was aimed at blind people and I am not blind. Being deaf myself and relying heavily on my vision it was particularly hard to lose that sense. Finding a logo that could be presented in a way other than visual was challenging. Finding suitable materials to represent gums, teeth and breath for colour, texture and smell was difficult. I experimented with a lot of materials before I was satisfied.

I discovered what would be important to help a blind person identify a product. Simple clear shapes with meaning work best. Too much detail would be difficult for a blind person to manage. When one sense is lost you must direct information to the other senses to compensate.

I wanted to make the Aquafresh logo into 3D so that a blind person would be able to feel it. I discovered Newplast clay which was the perfect material for this as it did not crumble away when it set as other materials in my experiments had done. I paid a lot of attention to getting the right materials so that the feel of them would represent the components of the products. I chose simple strong Sans Serif lettering made from thin wood so that a blind person could feel the letters. I tried several essences to get the right smell which would be closest to toothpaste and was strong enough not to wear off.

It was an interesting project and I am happy with the outcome.

BA Graphic Product Innovation 2011| LCC Invisible Signs jlaudesign

[email protected]

A Brand for a Web Designer

195

Student: Jeff Lau [email protected] 2

jlaudesign

My brand is myself as a Web Designer. I was interested in designing a brand for myself, because I have recently taken up freelancing, but as yet, havent branded myself. It would be for almost anyone that needs a website, but aimed at companies who What is it for? Why were you interested in this brand?

[email protected]:JeffLau



Image of your audience

jlaudesign

197


Audience

I would imagine that the people using my brand will be young, tech savvy entrepreneurs that have started small businesses. They will see the need to expand their busi-ness to the web and hiring a young, trendy web designer will be beneficial to their business.

I also imagine that another possible customer would be other designers that need their own portfolio website creat-ed. They will look for similar-aged, like-minded designer to help them design and develop their own brand on the web.

The age group that both these would fall into is a region between 16-35 years old. In this region, it is not only im-portant to show technical competence, but also that you understand the present and are designing for the future.

[email protected]:JeffLau



Colour

jlaudesign

199



My brand can be recognised by the distinctive naked cir-cuitboard that can seen through a hole in the business card. This also can be pushed to the right and reveals a USB that can be plugged into any computer and reveal my portfolio.

The front has my contact details and various job titles that describe what I do and what Im about. I imagine that my business card would stand out amongst other business cards and they will remember the distinctive thickness and circuitboard. This will help me be remembered more easily.

[email protected]



jlaudesign

201



My brand is based on creating a business card for myself and therefore will only be given to those Ive already met. This will mean they will know who and I am and what I am about before they even have my business card. Therefore for a blind user, I have revealed the tactile nature of the circuit board as point of reference for when they are looking over the business cards they have ac-quired.

[email protected]

[email protected]


How do you experience your brand using all your senses?The research I did involved studying how people recognise a brand. In a visual brand this would involve visual reminders and cues that would invoke a memory in the brain.

The same is also true for blind people, however with one sense down, you need to tackle the branding problem from one of the other angles. This I took from a tactile angle and had people that had their eyes closed to see if they could identify which object I gave them was my business card out of several similar objects.

I tried this first with cutouts, but with more complicated patterns, in became harder for them to differentiate between each cutout. Ther-fore i concluded that whatever kind of tactile material I used, it would have to be simple to give more chance of the user remembering it.

JeffLau



Caption

jlaudesign

205


Conclusion

I felt the overall concept of my final piece fit well with the brief I gave myself. I felt the idea of a USB-based busi-ness card depicts an up to date and tech-savvy designer. Having my portfolio with my business card, although prob-ably many times more costly than a normal business card, could allow me attain more business. And with such a dif-ferent kind of business card, they will certainly remember me.

What i found difficult in this project was how to communi-cate my brand to blind people. I took my brand from the angle that people with sight would be my primary audience and therefore the visuals for my brand must work before I even think about the blind. This helped me establish my idea, and the tactile nature of the circuit board doubled up as an important reminder to both audiences.

[email protected]

BA Graphic Product Innovation 2011| LCC Invisible Signs NANG

[email protected]: Andrew Nangpi

A Brand for a Magazine

BA Graphic Product Innovation 2011| LCC Invisible Signs NANG


Nang! Magazine Nang! is a glossy lifestyle magazine written by young peo-ple for young people. Its packed with brilliant articles on music, fashion, politics, film, real-life issues, careers and sport.The magazine is distributed free to schools, sixth forms, colleges, universities, libraries and youth centres across London.

It was a funny story how I came about choosing this