Week 13: Culture, Context and Communication

We can design any object, virtual or physical, we can love our product or hate it, we can feel it is the easiest most practical thing to use or it takes a lot of skill. In all of that, we as designers cannot control the response and opinions of our audience. Although we can analyse our target audience to find out their needs and wants, their personal opinion of our design is not up to us. But we can influence it in our favour. We have been talking about context and culture of target audience a lot lately in class and I feel it is very important in the design research, user experience based designs. Two ways we can influence a positive perception of our design is through redundancy and Entropy.


‘Redundancy refers to any part of the message that is predictable of conventional, and includes the way texts build into their messages predictability.’


Redundancy in my plain language is things that are repeated, texts that are familiar to people, that they don’t have to learn. For example a chair, I know how to use a chair because chair have a particular shape that is familiar to me, although some colours or designs may be new or different I know a chair is a chair because of its familiar shape

In my design object I employed the use of redundancy through the icons on the flyer. Using redundant or familiar icons to children was to plant an idea of fun in their minds. When using redundant images it will connect a customers brain to previous texts that they are familiar with to shape their perception of the item. Therefore, I used icons (similar to the image below) that represented fun to children on the design in the hope their previous familiarity with the objects will create a positive opinion to the product.



‘Entropy can be thought of as the delivery of new or unpredictable information.’

This requires the customer to learn new things in order to use the product, for example the apple iPad, it had redundancy with the formatting and layout of icons and programs on the screen however now this small computer no longer needed a mouse, keyboard or hard drive but instead could be used any where, any time with the touch of only one or two buttons. The apple iPad had new aspects of an old design that require people to learn the new or unpredictable information.


In my design object I don’t believe I used too much entropy, new ideas or unpredictability. The only new things I would have introduced is that the design was aimed at primary aged students exclusively in the franklin district in contrast to other children’s conferences being aimed at older student of different areas.



My dream job would have to be event design; therefore my design object for the ‘Introduction to Story’ assignment is to create a marketing campaign for an event idea I have also personally designed. This promotional design will include a series of flyers and video’s to promote a children’s leadership conference for primary aged students in the Franklin district of Auckland, New Zealand.

I chose this design because I currently work as a life coach for primary aged student’s in the Elim Christian Centre Franklin branch, and I know how much my life was impacted by the camps and conferences I went to as a child including the National Young Leaders day held in Rotorua by the Halogen Foundation (Place, 2016).

My design will promote a leadership conference entitled ‘BRAVE’, teaching the children about courage, leadership and determination. My design object is the advertising material required to promote this event, including a flyer and a video clip advert to be promoted on both Facebook and Instagram.

Target Audience:

There are two separate yet closely related target audiences for my advertising design.

My first target audience is the demographic of primary aged students (aged 5-11) in the Franklin area, particularly those residing in Pukekohe. More specifically appealing to those students with leadership potential or who wish to be leaders and gain confidence. The psychographics will include: The Succeeder “who possesses self confidence, have a strong goal orientation; as a result they tend to occupy positions of leadership in society.” (Gagnon, 2014) and The Explorer “these people are driven by a need for discovery, challenge and new frontiers”. (Gagnon, 2014)

For these psychographic profiles I chose the overall theme BRAVE, therefore promoting an environment of exploring new opportunities and possibilities and also gaining leadership skills such as goal setting, determination and teamwork.

I believe this product will be very valuable to children aged 5-11 in Pukekohe as the demographic is largely middle to lower income families (Zealand, 2013) that need encouragement to break out of the mainstream, everyman archetype. The Franklin district has a huge percentage of children with statistical evidence that 5-14 year olds are the largest age group living in that area. ‘22.4 per cent of people are aged under 15 years in Franklin Local Board Area’ (Zealand, 2013)

The second target audience for my advertising design is the parents and caregivers of these children. This target audience will largely decide if they will allow their child to attend this event or not based on my design. Parents and guardians will look at cost, transport and the value that this product will provide to their child. Therefore this target audience is crucial and the information and presentation of my design needs to answer their queries in full and build confidence in the program.

The Design:

Throughout the design process I spent considerable time researching the values of leadership, advertising and in particular how to advertise to children. I have been careful to include these findings in the design development.

A key consideration in my design was that a large majority of my target audience has minimal literacy competence due to their age. Therefore, I opted for the use of icons and pictures more than words. The use of icons mean that both child and adult can comprehend the meaning, it also benefits those who have English as a second language, or those who may have reading difficulties such as dyslexia. (Fleming, 2015)

Researching icons that relate to the theme of BRAVE included lions, warriors, and arrows. It is important that I present this in a way that tells a story supporting the theme within the attention span of the target audience, this would approximately be 5 seconds for the flyer and the video ’90- to 120-second range’.(Cantor, 2014)

The three following designs inspired me:

YMF poster campaign

(YMF Poster Campaign, 2014)

I favoured this flyer due to the bright colours and simple writing.

Having viewed this flyer I chose to adopt the deep pink colour into one of my design sets so as not to seem too gender specific. I accepted the type style of Helvetica which is a well-known simple font used internationally. (Hustwit, 2007) I also favoured the geometric patterns as they are very in fashion at the moment (known from my extensive research at Kmart).


This design personified my research of using icons and bright colours to interact with children. This image provided me with specifics on the use of icons appealling to what children consider fun.

I loved the concept of using many icons to tell a story to people without words.

This last impacting design was the ‘My Story’ series by Northern Easter Camp (Northern Easter Camp, 2016)

This website slideshow presented children of different backgrounds and talents giving a snapshot of their interests and why they liked attending the camp. The concept of personal testimonies from varying demographics appealing to the corresponding was both original and strategic.

The Northern Easter Camp supported our in class learning that its is more appealing to the consumer to advertise core values of a company rather than its product.

Description of Design:

My flyer includes a number of icons representing bravery such as American Indian styled feathers and arrows contained within the white outline of a geometric lion shape. Overlaying this is the word BRAVE in Helvetica bold and white in colour.

The flyer comes in four background colours, hot pink, duck egg blue, bright orange and apple green to appeal to both boys and girls and to provide choice resulting in a sense of personalisation.

On the reverse side will be information regarding dates, cost, address, and contact details. Whilst simple in design it contains vital information to satisfy the parent/caregivers interests.

The video follows an animated arrow flying through the screen across a child acting out their dreams and aspirations. This will also include animation overlay of geometric shapes and feathers flying (similar to Cody Simpson, Pretty Brown Eyes music video) (Simpson, 2014). This is to keep theme with the brochure.

The second part of the 90-second video is the child as an adult achieving in various arenas of their life, e.g. athletics, medicine, public speaking, parenting etc.

The time-lapse of the child becoming an adult will advertise the core belief of BRAVE that anyone can achieve his or her goals. In closing BRAVE will be written in white Helvetica typestyle. There will be a series of four videos of different child to adult transformations to appeal to different genders and interests.

The Next Step:

What do I want people to get out of the design?

Purpose statement: This marketing design is to be loud, upbeat, bold and colourful expressing the core values of the BRAVE conference in order to engage children, and for parents/caregivers to envision the core values personified in their child/ren.

Visually I would like the design to be loud and interactive, through the use of colour, icons, film content and the sound track that will prompt children to engage and desire to attend this event. The drive of the videos and flyers are to be a snapshot of the conference to come. This advertising design will look to change perceptions of conferences and leadership for children, a flyer that is upbeat and contemporary not boring or old fashion as some children may believe conferences or leadership to be.

The overall purpose of this design is for people to register for BRAVE conference.

All the flyers and videos will have a call to action as suggested by (Youtube, 2016). The specific call to action for the flyer will be via a QR code and a typed link to a website that the interested consumer can find all information required to register. QR codes allow interested children to access this on their devices. ‘Parents report that their school-age children watch TV, movies or videos (90%) on any electronic device on a typical day’ (Kids are busy, and so are their parents, 2015)

From my personal experience working with children at holiday and after school care  programmes I have found children today prefer to find out information for themselves using digital technology. They are interested in what QR codes might hold, mirroring that of treasure finding. QR codes will result in the interested child being more interactive with flyer.

The video will be uploaded to YouTube and posted on both Facebook and Instagram containing a link in the captions to a website with more information and a form to register.

The reason I chose a website link as a call to action is because this is the main media tool utilised by parents/caregivers of children today (as Facebook has a recommended age of 13yrs).  The parental target audience prefers a medium that is fast and efficient as supported by a previous reference ‘kids are busy, and so are their parents, 2015’. This article suggests ‘If kids are busy, their parents are even busier. About three-in-ten (31%) parents say they always feel rushed, even to do the things they have to do, and an additional 53% say they sometimes feel rushed’.

In conclusion, the design of this flyer and video is to promote an event and to engage children and their parent/caregivers living in the Franklin district including Pukekohe. A colourful, icon heavy, and contemporary design to suit the demographic and psychographic of the target audiences calling for action to register. The extensive research I have put into this design means I have gained knowledge of my target audience, their needs and how they choose to offer their attention. I will be using this design in the future to promote the BRAVE event and have enjoyed the creative customer focused process.


Please find design development and research blog posts here: https://baileybooth.wordpress.com/category/ica-intro-to-story/



Cantor, D. (2014, January 2). 5 Tips for Making an Effective Video Ad. (INC, Producer) Retrieved April 19, 2016, from INC: http://www.inc.com/doug-cantor/5-tips-for-making-an-effective-video-ad.html

Fleming, S. (2015, December 28th). Tints: Dyslexia Friendly Reading. Retrieved April 14, 2016, from Best apps for kids: http://www.bestappsforkids.com/2015/tints-dyslexia-friendly-reading/

Gagnon, A. (2014, 1 31). Are You Marketing By Psychographics? Retrieved April 21, 2016, from Aweber: https://blog.aweber.com/email-marketing/are-you-marketing-by-psychographics.htm

Hustwit, G. (Producer), & Hustwit, G. (Director). (2007). Helvetica [Motion Picture].

Kids are busy, and so are their parents. (2015, December 17). Retrieved April 21, 2016, from Pew Research Centre, social and demographic trends: http://www.pewsocialtrends.org/2015/12/17/

Northern Easter Camp. (2016). (Husk, Producer) Retrieved April 14, 2016, from Northern Easter Camp: http://www.easter.camp/index

Place, T. P. (2016, 4 4). National young leaders days. (T. p. place, Producer) Retrieved April 21, 2016, from NYLD: NYLD.org

Simpson, C. (2014, June 27). Pretty Brown Eyes. Cody Simpson “Pretty Brown Eyes” [official video] . Crooked Engine.

YMF Poster Campaign. (2014, December 9). Retrieved April 19, 2016, from Behance: https://www.behance.net/gallery/21904803/YMF-Poster-Campaign

YouTube. (2016). Tips for optimizing your video campaign. (YouTube, Producer) Retrieved April 19, 2016, from YouTube: https://support.google.com/youtube/answer/3013684?hl=en&ref_topic=2996974

Zealand, S. N. (2013). Census Map QuickStats. Retrieved April 19, 2016, from Statistic New Zealand: http://www.stats.govt.nz/StatsMaps/Home/People%20and%20households/2013-census-quickstats-about-a-place-map.aspx



Week 6: Objects and Archetypes

Iphone 5C not Apple. You may ask why is that your title Bailey? and I will explain don’t worry.

I personally have the iPhone 5C, I think its wonderful, it works well, I can ring, text, take quality photos and videos and have many apps.


All in all the iPhone 5C has been a successful phone, however, not in comparison to the other apple iPhones.

As of February 2016 only 5% of apple customers were using the iPhone 5c, compared to 35% of customers using the version 6 model and even relating the 5C to its brother Mr version 5s which 20% of users prefer, the 5C was a bit of a let down to the family. Why? Well heres what I think.

Apple prizes itself on being known fortis creativity, its innovation, if Apple the company was a character archetype it would play the role of the Magician, the explorer of the creator because of it life applications and innovation of iPads and selection of Smart phones, typically used by designers, or people who wish to be seen as stylish.

When the iPhone 5c was released it had an archetype contradictory to its family, it was portrayed as the everyman, it was cheaper to buy, made from cheaper materials, has a childish look to it because of the use of plastic, rounded edges and multi coloured back cases. The iPhone 5c selling point was that it was cheaper, and therefore everyone could have one, however, this is not why people buy apple products. Apples customer base is looking for high standard, sleek, modern devices so that the can stand out from the rest as being higher end, more sophisticated. iPhone 5C was designed part of the apple family but was distinctively the black sheep.

Here is the iPhone 5C and 5S compared. One looking childish and the other sleek.


Heres the thing. I am all for buying cheap look alike branded shoes from china so I can wear them and pretend I have a lot of money. But why would a sophiasticated, designer, higher end, trendy iPhone users buy an item that everyone knows is cheap? 

Well to answer that, they didn’t. Because iPhone 5C (everyman) doesn’t fit into Apples archetype of Creator, Magician, Explorer.

Screen Shot 2016-05-31 at 10.08.12 PM

Week 5: Specific Character Types

Katniss Everdeen ‘the Girl on fire.’

Katniss Everdeen played by Jennifer Lawrence is the face of one of the most popular book/movie franchises presented to us in the last 5 year. The Hunger game trilogies went beyond childhood fantasy and creates a dictatorship dystopian society set post a nuclear war with a country that struggles with huge economic inequality. Hmm doesn’t actually sound too dystopian to me.

Katniss Everdeen as known in her film as the girl on fire is our main Protagonist in this trilogy, the novels and films travel with her through her journey from poor, reserved girl, to becoming a catalyst and mascot for civil uprising standing against equality of the economic classes of which they were so divided.

I personally love the Hunger games trilogies and love protagonist Katniss, Katniss identifies as the archetype outlaw and caregiver as her to main aims are freedom and social. This is because all Katniss wishes to do is protect her sister Prim (Before Katniss goes to the Capitol with her squad, Katniss says her final goodbye to her family. Prim says, “Next time we see each other, we’ll be free.”) and for herself and others to no longer be forced into social injustice by the government run by main antagonist President Snow.


“Taking the kids from our districts, forcing them to kill one another while we watch – this is the Capitol’s way of reminding us how totally we are at their mercy.” -Katniss

Katniss functions as the hero, for her sister and mother, district, Peeta, and eventually all of Panem.
She is a very dynamic character, we see her change dramatically over her journey. Katniss begins with just protecting herself and sister but eventually learns to trust some people but also picks up a lot of post trauma emotional baggage after her time in the games.
We identify with Katniss as a war hero as she truely represented the aftermath of veterans. Previously we have seen the gladiator come back from war exalted, perfect and victorious. However, Katniss reveals to us the true effects of war on people emotionally.
The Hunger games story follows Katniss for around 5 years, through this time we find out a lot about her, her thoughts ect, but the author and director let us in on her past so that we can better understand her reactions to particular situations. For example the audience discovers that Katniss’ father died in a mining accident when she was young, this gives us insight as to why she hunts and feels so protective over her sister prim, because she has taken upon herself her fathers role and provider and protector of her house, sister and depressed mother. For this reason I believe Katniss is a rounded character, we know a lot about her and begin to understand her complexity as a character through her Hunger Games journey.
Important Minor Characters:
– Primrose Everdeen (Katniss’ sister, innocent, the prize )
– Peeta Mellark (Katniss partner, lover, the helper)
– Haymitch (Wise old mentor)