Marketing/ Product Design

Product Design / Marketing Terms

Use the dictionary and or the Internet to define terms

 

1.     Market

2.     Market Segment

3.     Target Market

4.     Demographic

5.     Supply & Demand

6.     Slogan

7.     Strategy  (for marketing)

8.     Media

9.     Product Design

10. Package Design

11. Consumer

12. Competitor

13. Mission Statement

14.  Angle (for marketing)

15. Cost

16. Advertisement

 

 

Product Design Questions

Answer these questions based on the product you plan to design.

1.     What is your product? i.e.  a drink

2.     List 5 potential names

3.     Who is the target market?

4.     What are the demographics of your population?

5.     Where will your product be marketed / sold?

6.     What is your slogan and strategy?

7.     Write your mission statement.

8.     What is your angle for selling this product?

9.     Who are your competitors?

10. How will you advertise?

11. How much will you product cost Retail? Wholesale?

Graphic Arts Careers

Graphic Design, Graphic Communications and Printing Career Descriptions

A Digital Dreamer - Graphic Design Careers Advertising Animation and Graphic Animation Animator  Animator Animator  Animator/Game Developer Animators Animators and Multi-media Artists Archivists , Technicians and Curators Art and Design Career Options Art, Design and Media Careers Art, Design and Media Skills - O*NET Art, Technology and Design Careers  Art Careers Artists and Related Workers Arts and Humanities Careers Bindery Worker Binding/Finishing Technician Bookbinders and Bindery Workers Broadcast Animator Broadcast Media Careers Careers in the Arts Careers in Graphic Arts Careers in Pulp and Paper Cartoon Artist Cartoonist - Comic Strip Artist Cartoonist Commercial and Industrial Designers - O*NET Commercial Artist Computer Game Designer Computer Careers Computer Graphics Careers Computer Graphics Technology Computers and IT Careers Computing and ICT Careers Creative and Design Arts Creative Careers - PDF Desktop Publisher Desktop Publishers Entertainment Careers Graphic Artist Graphic Communications Careers Graphic Communications - Make Your Mark Graphic Designers Graphic Artists/Designer Careers Graphic Art Technicians Graphic Arts Job Profiles

Graphic Communication Careers Graphic Designer Graphic Designer - Job Profiles Graphic Designers Graphic Designers - Skills, Abilities, Tasks - O*NET Graphic Designers and Illustrators Graphic and Audio Visual Arts Graphics and Effects - Film Careers How to Be a Programmer How to Succeed in Animation Industrial Designers Interactive Media Careers Interior Designer Internet and New Media Careers Internet/Web Professional Media Industry Careers Medical Illustration Career Movie Theater Industry Careers Multimedia Artist Multimedia Developer Multimedia Specialist Offset Press Operator Page Layout Workers Paper Industry Careers Photographers Photographers Photographic Processor Photography and Film Careers  Prepress Workers Prepress Workers Print, Packaging and Visual Communication Printing and Graphic Arts Careers Printing and Publishing Careers  Printing Machine Operators Printing Machine Operators Public Relations Specialist Restoration - Photographic Set and Exhibit Designers Set Designers Studio Art Career Options Video Game Designers Video Game Development Careers Visual Artists Visual Artists and Designers Web Development Careers Webmaster Website Developer

Product Design Process

PRODUCT DESIGN PROCESS

After identification of a priority market and generation of a set of initial ideas, the next task is to “design” the product.  Consider design as the designation of the key benefits the product is to provide, the psychological positioning of these benefits versus competitive products, and the fulfillment of the product promises by physical features.

 

THE DESIGN PROCESS

 

The design process can be viewed as being made up of a managerial and consumer component.  The managerial sub-process represents a categorization of the types of managerial decisions made in new product development.  The consumer response sub-process represents a categorization of the steps’ analysts’ proceeds through as they study the market to help managers design new products.

 

 

 

 

Opportunity Identification

 

The managerial sub-process begins with opportunity identification through market definition as a proactive design strategy.  Management examines the opportunities, searches for new opportunities, and from these opportunities selects the market that has the great potential to achieve managerial tools.  As the product is developed based on the design process, this market definition is continually modified and refined until a final strategy is ready for formal testing.

 

Consumer Measurement

 

Early in the design process the emphasis should be on gaining an understanding of the consumer, thus the consumer response investigation begins with qualitative consumer measurement.  The qualitative measurement puts management in touch with market by providing insight on what motivates consumers, how consumers see the market, how consumer make their purchases, and so on.

 

 

 

 

 

Models of Consumers

 

The models, focused around the awareness, perception, preference, segmentation, availability and choice factors described earlier, help management diagnose the market by providing a specific representation of each component in the consumer response process. 

 

They identify the design features and products characteristics that make the greatest compact on consumer response and direct the design process to the product or service strategy that is most likely to succeed in the marketplace.

 

Perception identifies the key dimensions that are most relevant to consumer.

Preference identifies how consumers use the perceived dimensions to evaluate product.

Segmentation determines whether the best strategy is to have one product for all consumers or whether to have a multiplicity of products, each directed at a specific group consumers.

 

Prediction of Market Behavior

 

Management selects the characteristics for a new product and establishes an advertising and promotional strategy.  The perception model predicts how the new product will be perceived by each consumer, how the new product will be compared to existing ones, and determine the probability that any given consumer will actually purchase the new product.

Emulsion Coating Technique

1. Pour the emulsion into the scoop coater.

2. Fill the scoop coater ¾ to the top.

3. Hold the scoop coater from the bottom centered, making sure that it is level so that the emulsion does not run out from the sides of each end!

4. Firmly push into the screen and angle the scoop flat against the screen, press against the screen and pull upward to the top and end your stroke by quickly angling the scoop coater back to the centered position.

5. Turn the screen to the inside (Where the ink goes) and repeat steps 3 through 4.

Tips for successful tips direct coating, use the thin side of the scoop coater. If you coat your screens too thick they may not wash out! This can be tricky because it mimics over exposure, in fact the emulsion is just too thick and is really under exposed, parts of the image may wash out and finer parts may not rinse out altogether.

Understanding Emulsion

The first and foremost important thing to remember with emulsions is that they react to ultraviolet light. This reaction causes it to “cure” or become hard. Normal ambient white light has enough UV to expose emulsions over longer periods of time. This is why emulsions are worked with under yellow or red safelight conditions.

 

That means your exposure source has to output a good amount of UV in order to expose your screens within a reasonable time. The less UV your light source outputs, the longer your exposure times will be.

 

Because emulsions can also react to excessive heat, prolonged exposure times to high intensity light sources with low UV output can be problematic. An example of such a light source would be the sun. Light sources like the sun can literally cook the emulsion with heat alone causing it to solidify.

 

Different emulsions vary in their photo sensitivity. Some will expose faster than others depending on light sources. This is why it is necessary to consider your light source when choosing an emulsion.

 

Today’s emulsions use only two types of photo sensitizers. Diazo, which has been around for some time and Styryl Basolium Quaternary photopolymers called SBQ photopolymers which are relatively newer. The sensitizers are added to a resin base of polyvinyl alcohol or polyvinyl acetate to make the emulsion.

 

This means that emulsions can be categorized into three groups based on the two photo sensitizers; diazo, photopolymer, and dual cure emulsions. Dual cure emulsions combine the best features of the other two. At the same time they compensate for some of their individual flaws.

 

The basic three types of direct emulsions: Diazo, Photopolymer, and Dual Cure.

 

Diazo emulsions are the least expensive and have the lowest light sensitivity of the three. If your light source is weak, a diazo emulsion can cause you difficulty. However, they also have the widest exposure latitude and can be forgiving. Diazo emulsions are not well suited for fine detail because they tend to make a thicker stencil. You will want a thinner stencil for the reproduction of fine details and halftones.

 

Another thing to note about diazo emulsions is that they come in either solvent-resistant or water-resistant types. That means if you use both solvent and water based inks, you would need to stock two types of diazo emulsions. They also have to be mixed with the sensitizer correctly to achieve optimum results. Once mixed, they have a shelf life of about two to three months depending on conditions.

 

Photopolymers or SBQ photopolymers are also called one-pot emulsions. These are the most light sensitive and therefore fastest emulsions. They also have excellent shelf lives in excess of one year but they tend to cost a lot more too. Because the sensitizer is mixed with the polyvinyl base by the manufacturer, SBQ photopolymer emulsions are excellent at the reproduction of fine detail.

 

Although SBQ photopolymer emulsions are faster, they tend to perform best with good light sources because their exposure latitude is small. If you work with water based inks, you can find some SBQ emulsions formulated to be specifically water resistant. They are also less affected by ambient humidity most of the time.

 

Dual cure emulsions have a combination of the qualities of both diazo and SBQ emulsions. As a result their exposure times fall in the middle range of diazo and SBQ emulsions. The exposure latitude is wider than diazo and they can reproduce fine detail better as well. Dual cure emulsions are less expensive than SBQ photopolymers and work well in high humidity. The shelf life of a dual cure is less than that of a SBQ photopolymer emulsion.

Live Work Projects

Several students worked on the cross country t-shirt design. Graphic arts class printed about 30 cross country shirt.  Former and current graphic design students helped to create the Law and Justice design. We will be printing those shirts on next week. The newly reinstated Pebblebrook foundation invitations were also printed by graphic design students. 

Corporate Identity

In marketing, a corporate identity is the "persona" of a corporation which is designed to accord with and facilitate the attainment of business objectives. It is usually visibly manifested by way of branding and the use of trademarks.[1]
Corporate identity comes into being when there is a common ownership of an organisational philosophy that is manifest in a distinct corporate culture — the corporate personality. At its most profound, the public feel that they have ownership of the philosophy.[2]
In general, this amounts to a corporate title, logo (logotype and/or logogram), and supporting devices commonly assembled within a set of guidelines.

How to make a Button

Click the following link to see an animation movie on how to make a button.

Click Here

What is creativity?

Creativity is a mental and social process involving the generation of new ideas or concepts, or new associations of the creative mind between existing ideas or concepts. Creativity is fueled by the process of either conscious or unconscious insight. An alternative conception of creativeness is that it is simply the act of making something new.

From a scientific point of view, the products of creative thought (sometimes referred to as divergent thought) are usually considered to have both originality and appropriateness.

Although intuitively a simple phenomenon, it is in fact quite complex. It has been studied from the perspectives of behavioural psychology, social psychology, psychometrics, cognitive science, artificial intelligence, philosophy, history, economics, design research, business, and management, among others. The studies have covered everyday creativity, exceptional creativity and even artificial creativity. Unlike many phenomena in science, there is no single, authoritative perspective or definition of creativity. And unlike many phenomena in psychology, there is no standardized measurement technique.

Sample Business Logo

See This logo sample.

Design a Letterhead

Letterhead is one of the key elements to your corporate identity. It is ground zero from a design standpoint. The layout, typestyles, and colors you establish here dictate the design of all the pieces that follow — from your business cards and envelopes to your website brochure. 

Why the letterhead? Because it is typically used to present the most important one-on-one personal communications — introductions, proposals, requests, personal messages, and such — the written greetings that require you to look your best. 

Creating a striking design will create a favorable impression for your organization. 

Here are a few helpful hints for designing a great letterhead: 

1. Choose a smooth paper for your letterhead. It will print more evenly in your office’s laser printers. 
   
2. A strong logo, placed in a prominent position, creates a focal point for your letterhead. 
   
3. Using a bleed in your letterhead design looks wonderful, but will add to the cost of the completed project, because it must be printed on oversize paper, and then trimmed to 8¹/2x11. 
   
4. When choosing a paper for your letterhead, it is often a good idea to check with us to see if matching envelopes are available. You might also want to check the folding characteristics of the paper, since most letterhead are folded and inserted into a #10 envelope.

Art History Crtiique

Use the form to critique your own art history project or to critique someone else's work.

Art History Critique

 

Name_____________________________________________________

1. What person’s composite did you critique? ___________________________________________

2. What evidence is there that the student met the requirements of the project?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

3. What elements in the composite are successful?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

4. What suggestions would you make for improvement?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

5. On a scale of 1 to 5, with 5 being the highest, what would you rate the composite you selected? _______________________

 

6. How are the selections? Are they well done? Explain your answer.

_______________________________________________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

_______________________________________________________________________________________________

7. Do the pieces look “convincing?” why or why not?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

8. If you had to describe this work to someone how would you describe it?

_______________________________________________________________________________________________

_______________________________________________________________________________________________

Vector Graphics and Raster Graphics Difference

Raster
Vector

Vector Graphics typically are generated using drawing or illustration programs (e.g., Adobe Illustrator) and are composed of mathematically-defined geometric shapes—lines, objects and fills. Since vectors entail both magnitude and direction, vector elements thus are comprised of line segments whose length represents magnitude and whose orientation in space represents direction.

Vector graphics usually are easily modified within the creating application and generally are not affected detrimentally by scaling (enlarging or reducing their size). Because vector elements are mathematically-defined, scaling simply requires modification of their mathematical locations. However, vector files do not support photographic imagery well and often can be problematic for cross-platform exchange. Vector graphics typically are saved as EPS format.

This makes vector graphics ideal for logo design. Creating a vector logo is more difficult but the effort pays for itself when the vector logo file is sent to printers or sign makers etc. The vector logo can be scaled up or down with out losing quality and would enable smooth transition between various media.

Raster Graphic Images are produced by digital image capture devices: digital scanners or digital cameras, or by pixel editing programs (e.g., Adobe Photoshop). Raster images are composed of a matrix (grid) or bitmap of digital picture elements (pixels). Pixels are squares or rectangles described as black, white, gray or color. Raster images typically are saved as TIFF format, but can be saved as EPS as well.

Whereas conversion from vector to raster is easily accomplished, raster conversion to vector is much more difficult (and often is not possible). Raster images typically are easily shared across various platforms, but can be more difficult than vector graphics to modify. As well, raster graphics are impacted by scaling.

Creating a raster logo design using Adobe Photoshop might be ideal for web only usage but if you are serious about branding, then the resulting raster PSD logo file will be of limited use. When sent to a printer or sign maker and when they try to scale the raster logo, the quality deteriorates and pixellation occurs. Yes, agreed, creating the raster logo design in Photoshop would enable a designer to pile on stunning effects (such as drop shadows, beveling, blurring etc). But the final deliverable will have limited uses.

Business Card Design Project Walkthrough

The following is a link to a blog showing a walkthrough of a business card design using Adobe Illustrator. View the process to inform your own designs. Click on link bellow:

http://www.webdesign.org/web/vector-graphics/adobe-illustrator/business-card-design-project-walkthrough.17098.html

Typography

Good typography is just as important on a Web page as it is in any other medium. The fact that it appears on a computer screen and not on a piece of paper is immaterial; it should still be pleasing to look at and easy to read.

In every situation where type is used — in publishing, signage, packaging, television, etc. — designers have to adapt their techniques to suit the medium.

A headline style that works just fine in a magazine spread would not necessarily work on a poster. A magazine is always viewed straight-on at arms length, so letter spacing can be as tight as you like and the words will still be readable. A poster is, more often than not, viewed obliquely, which distorts the type to some extent. Here, a little extra letter spacing helps identification of the individual characters, and hence the words.

What did I learn by doing the CD Project?

Take some time and think about what we learned in doing the Compact Disc design project. Write a  paragraph summary of your experience. Remember this will be read by people all over the world. so avoid slang and abbreviations. Include your last name only and block /period.

Digital Composite using Photoshop

The ability to create photographic images has increased dramatically with the aid of desktop publishing software andtechnology. Photographs are manipulated and composited as standard procedure by many photographers, graphic artists and other technicians with commonly used software, for example, with Adobe Photoshop.RTM..

Typically, objects or models are photographed on a white background for ease of outlining and then they are "cut-out" and placed into a different background. This process results in photographic prints or images having a wide range of qualitylevels, from amateur to professional. The "cut-out" is accomplished by use of digital imaging software. Such software is readily available in many varieties, and costs from just a few dollars to several hundred dollars. The typical "cut-out" procedureconsists of manipulating the digital image files and picking and choosing the particular objects or images that have been captured. Typical procedures, however, have many limitations, especially when viewed by higher-end professionals and clientele.

The Printing Industry

Who is the bigger employer in the United States, the printing or the automotive industry? If you guessed printing, take a bow—an $83+ billion bow. Yes, believe it or not, in the US, printing isn't just big business, it's the biggest. Printers employ nearly 1 million people across the country, placing the meager 780,000 in the auto industry a distant second. Sounds pretty outrageous until you stop to think about it. In a society that's constantly in search of access to information and literally obsessed with record-keeping, it stands to reason that printing is ubiquitous. From new car manuals to tabloid newspapers to t-shirts to those little tags on mattresses, nearly every product calls on the printing industry somewhere along the line. Put in that light, the numbers don't seem quite so farfetched. So the big question is, if it's such a big industry, how come we've never noticed?

The relative invisibility of the industry is due primarily to the nature of the business and the way it has evolved. To understand how the industry works and how to effectively target printing facilities for pollution prevention programs, we need to understand who they are, what they do, and perhaps most importantly, where is everybody?

According to the 6th Annual Report to Congress by the Printing Industry of America (PIA), printers are defined as: "Those firms engaged primarily in commercial printing, business forms, book printing, prepress services, quick printing and blank books and binders." This definition does not include firms mainly involved in publishing.