Week Three: Fields of Practice

Updated: Dec 12, 2020

Lecture Reflection: 'How has Globalisation affected your business?'






Marshall McLuhan created the term, 'Global Village’ in the sixties when discussing how new media and technology would impact the world. It’s an oxymoron that perfectly describes the world we live in today. The world feels like such a smaller place, than say, from a hundred years ago. News and information spread instantly, travel has become inexpensive, and the ability to communicate with others from another time zone, has too, become a lot easier. These benefits come with an equal amount of problems from both an individual and a business point of view. One of the main advantages is the ability to reach a much bigger demographic, and, being influenced by a much bigger demographic. Within the lecture, Sarah Boris discusses the opportunity to travel and appear at cultural events, such as festivals. She also describes how these experiences can result in new thinking, new ideas and inspiration. The opportunities that come with being able to reach a global audience are vast. During the research for my week one reflection and challenge I came across Onion Design associates. Onion Design has been Grammy-nominated twice for their album cover work, this is from a relatively small design practise (of seven people), in a relatively small country. The album design nominated at the 62nd Grammy awards celebrates Taiwanese temples, which is a solid part of Taiwanese culture and history. Has this moment within the global spotlight and mainstream consciousness influenced others? Possibly. With this in mind, Taiwanese graphic design largely reflects European and western influences, and expectedly so. Taiwan is a country that, at different times, has been colonised by the powers of Spain, France, and America from as early as the 16th century, as western countries began exploring the world through navel navigation. Before then, Taiwan’s graphic design history started with the crafts of the Taiwanese indigenous people, to the influence of China’s Fujian province, and then to Japanese occupation, which brought industrialisation as well as art and design. All these influences within Taiwan’s graphic design history make it hard to distinguish Taiwan’s unique identity. Today, globalisation allows for Taiwanese students to study abroad at western institutions where they’re educated about western design and methods. They may continue to work in the west or bring that knowledge back to Taiwan and begin using it within their practice, thus the cycle continues and Taiwan’s culture and heritage are diluted furthermore. However, as mentioned earlier, with the likes of Onion, Taiwan’s heritage and culture are proving popular on the global stage. Another example of this can be seen with homeware and furniture outfit, KIMU. KIMU claim, “Tradition is our collective memory and root for the future.” They consist of three designers in total, two of which live in Helsinki with the other living in Taipei. Their Scandinavian/Eastern influence is visible in their logo design. The logo, in general, reflects Scandinavian minimalist whilst the font and illustration reflect eastern calligraphy and symbolic writing.

There are numerous pros and cons to Globalisation. Cultures around the world have influenced each for hundreds of years which is what connects us all, however, we must continue to welcome a diverse influence within mainstream thinking. Appreciate new ideas and old traditions and heritage and welcome them into our practice.

In lecture two, Harriet mentions how different symbols, gestures and words have different connotations in different cultures. For example, the colour red has connotations of danger in the west yet it signifies luck in many Asian countries. In 2002 HSBC branded itself as the worlds local bank and created a lot of memorable, comedic advertising campaigns on the back of this. They celebrated and connected different cultures by educating and entertaining its audience on how different beliefs and ideologies are expressed around the world. It showed how one belief in the west can mean something completely different in the east playfully. At this time, the tagline, “The Worlds Local Bank,” was described as, “One of the great success stories of modern marketing,” (marketing-interactive.com). Their adverts appeared in over 45 airports around the world and reflected local culture. Described as “Brilliant implementation of a “glocalized” strategy,” (columbia.edu), the term “glocalized” meaning to appeal and be present in multiple countries yet maintaining a local authenticity. As well as this, simplicity plays a big part in successful global branding. As Harriet also mentioned, part of the reason behind the successes of the likes of Apple and McDonalds is their simple branding, simplicity limits barriers when interacting with a global audience and simple logos are easily identified. The Coca-Cola logo hasn’t been updated in over 50 years and I think changing it now would be a PR disaster. As well as this, Coca-Cola has appeared in a huge array of well-loved, blockbusting, cult classic films and TV series from, ‘It’s a Wonderful Life,’ to ‘Stranger Things,’ cementing its iconic status globally. As mentioned, for Coca-Cola to change its logo design now would be catastrophic. With this in mind, there are so many cases where businesses have altered their logo with negative results. It’s important to keep branding fresh, to stay relative, reconnect with customers and build excitement, however, in doing so businesses risk being unrecognisable, causing confusion, losing emotional bonds as well as disrupting supply chains. In 2009 Tropicana had a complete rebrand of all their juice packaging, altering their logo design and colour pallet which lead to a disastrous drop of 20% in sales (Klint Marketing,2020) not only did this have obvious consequences for the business but for the farmers that farmed the oranges too, the chain of effects impacted relationships, not only with customers but with suppliers too as livelihoods rely on consistent sales. However, there are ways that businesses can remain fresh, relative, reconnect with customers and be exciting without altering their brand logo. As the world becomes smaller, information becomes more easily accessible and consumers are now a lot more conscious of their impact on the planet and the way people are treated along the supply chains, businesses need to be ethical and active and demonstrating this. Consumers hold the power for change within their spending and through the products we buy we reflect our attitudes, values, beliefs, ideologies and aspirations. According to The Vegan Society, there are 542,000 people now following a vegan diet in Great Britain, this is a significant rise from 150,000 ten years ago. According to a recent BBC article, the top three questions people are asking on Google about veganism are: what is it, it’s sustainability and its impact on climate change. This a clear indication on consumers thought processes which have led to big fast-food chains such as KFC, McDonald’s and Burger King releasing or announcing vegan options within their menus.

For a business to be successful globally they need to think locally, understand and celebrate the cultures in which they’re habiting. Keep branding unique yet simple, limiting confusion. They also need to be ethical, to think of the planet and show the consumer how they’re doing this.



Image: https://www.ebay.com/itm/Marshall-McLuhan-Toronto-1966-Media-Theorist-Global-Village-Photo-POSTCARD-/122921532175












Kimu logo

Image: https://www.kimushoptw.com


Global Village Book

Image: https://www.amazon.co.uk/Global-Village-Transformations-Century-Communication/dp/0195079108



HSBC 'The Worlds Local Bank'

Image: https://www.pinterest.co.uk/pin/89649848805101438/



Workshop Challenge One


Categories allow us to be more specific identify certain things more easily. If you want fruit, yet you ask for something sweet, and someone brings you chocolate, you may be a little upset, or not actually. However, categories are created to make aspects of life easier. With this in mind, when looking at the D&AD I was impressed and inspired by the numerous categories available. I don’t believe graphic design should follow a list of rules to be graphic design. A filmmaker needs to take graphic design into account when creating the titles for a film. They need to consider the opening and closing credits and how they will appear. How do the titles set the mood and feeling for that film? However, If the film is under the category of film, that’s going to influence how we interact with it and what our expectations will be. Expanding on this, If I take a photograph of a building because I’m drawn to colours, lighting and general mise-en-scene at the point that photograph is shot should I expect the viewer to comment on the architecture or the photograph? I guess it would be the photograph yet the architecture is a part of it and a part of the reason I took it. I guess I’m arguing two points here, one that we need categories to be more specific and the other is that all areas of design influence each other. I’m influenced by a variety of artefacts that affect my creative output, whatever that might be. As mentioned in my lecture reflection, globalisation allows us to travel and be inspired by numerous aspects of design and culture from around the world, from Temples to calligraphy, and even food and drink.

Graphic design falls under the umbrella of art and design, which is so broad. I think for a brand to be successful designers from different fields of expertise have to communicate their ideas and blend skills and knowledge. Take Apple, for example, their sleek logo design leaks through into every part of Apples being, the architecture, the packaging, the uniforms, and the television advertisements. These are all different categories of design yet they communicate with each other simultaneously with the results being a successful brand that’s admired and recognised the world over. Furthermore, in March 2015, just after Apple released the iPhone 6, Apple launched the campaign, ‘Shot On iPhone’ which invited iPhone users from around the world to share their best images, shot on iPhone, and share them on social media under the hashtag #shotoniPhone. Apple then selected different images from different demographics to be selected to be placed on 10,000 billboards globally. People that wouldn't have described themselves as photographers now have had their photographs displayed in cultural epicentres such as Paris, Milan, London, New York. As we evolve and technology evolves, we’re able to be more fluid, which is likewise for design.



Image: https://businessteacher.org/reports/apples-shot-on-iphone-campaign-report.php


Cinematic advertising is becoming more popular. Compelling, branded storytelling is now some of the most shared content on social media. It’s successful because it’s authentically engaging. These films aren’t hiding the fact that they’re advertisements. They aren’t pretending to be something else. They aren’t “going undercover” to trick the consumer into watching them. Instead, they present a story that genuinely demands to be shared. Take the John Lewis adverts, they're hugely anticipated every Christmas. The reason behind this is because they're beautifully shot and they present a narrative that connects deeply with audiences.



Image: https://medium.com/branded-for/the-evolution-of-the-john-lewis-christmas-commercial-1784e203114b



However, as an individual, focusing on one area of design that interests you makes complete sense. In an interview with The Design Kids (2007), when asked about giving advice to her 16 year old self, crafter Annie Atkins answered, "Don't waste your time trying to get ahead in areas of design that don't interest you, and don't be afraid to specialise. Just because a certain area of design is "niche" doesn't mean that you can't be the one to excel in that area." I completely agree with her response. As I mentioned earlier, to me it was inspiring to see so many categories on the D&AD website, it showed how many different areas of graphic design there are to specialise in and hone in on.



Image: https://thedesignkids.org/interviews/annie-atkins/



Workshop Challenge Two


  1. Editorial

  2. Web

  3. Typography

  4. Logo

  5. Branding

  6. Game

  7. Motion

  8. Signage

  9. Illustration

  10. Book

Play


Link to advertisement:

https://www.dandad.org/awards/professional/2020/231991/play/

‘Play’ is an advertisement for a product that promotes a healthy balance between screen and playtime. The product itself is a rugby shaped ball that logs the amount of time it's been played with through movement which can then be converted into screen time. Playtime = screen time.

The advertisement begins cinematically, the cinematic style reminds me of the John Lewis advertisements as previously mentioned, with a young boy explaining to a CGI robot why they can’t play with each other anymore. We’re then issued with plenty of information about the product, that isn’t overwhelming, through animation, home footage, a news clip, as well as talking heads. The home footage reminded me of the ‘Shot on iPhone’ as mentioned earlier in that the consumers own footage is used within the advertisement.





Editorial


As the advertisement I researched begins cinematically, I wanted to incorporate this into my editorial. I also mentioned Annie Atkins previously within my blog post who has worked with the likes of Wes Anderson so thought it would be fitting to create something that tied together these film references. I began looking at film reviews online, taken from film review publications to gather inspiration on layout and design. I feel that my first draft was a nod in the right direction although didn’t encompass the traditional conventions of a film review layout, mostly due to my little understanding of InDesign and the tools available. I then came up with a second term which was 'Social Inclusion' as, like the Shot On iPhone campaign, this advertisement includes home footage and relies on its audiences social engagement, which can be seen in my second draft. However, I finally decided to set on the term 'Cineign' but incorporated some information about the audience's own footage being used within the advertising in my final editorial. With a little more research on InDesign and time to familiarise myself with the software, I created my final draft which I feel is more in keeping with the examples of film reviews I had researched.



Image: https://aloepictures.wixsite.com/exposure-short-film/analysis-of-magazine-reviews



Image: https://aloepictures.wixsite.com/exposure-short-film/analysis-of-magazine-reviews




Editorial-First Draft

Editorial-First Draft
.pdf
Download PDF • 135KB


Editorial-Second Draft


Editorial-Final Draft

Editorial-Final Draft
.pdf
Download PDF • 171KB




Reflection


The boundaries between creative disciplines are becoming more fluid and audiences expect more as there is so much more information around us. Audiences have almost become desensitised to the "normal" ways of advertising. With so much information surrounding us at all times, advertisers have to be able to grab our attention and keep it for the message intended to be communicated, is done so successfully.


In regards to my editorial, I'm happy with the final outcome. I think I overcomplicated things by looking at two different areas such as the home footage being used and the adverts cinematic style. There were so many different areas of design included in this one advert which made me realise just how quickly advertising is evolving.


References


WEN, Dr. Huei Chou. Researching Taiwanese Design History InThe Context of World Design History. Online. Asia University.


All Answers Ltd. November 2018. Apple's . [online]. Available from: https://businessteacher.org/reports/apples-shot-on-iphone-campaign-report.php?vref=1 [Accessed 23 November 2020].


Renteria, M. (n.d.). Executing a Global Strategy, Locally: Lessons from The World’s Local Bank. [online] Ideas & Insights. Available at: https://www8.gsb.columbia.edu/articles/brand-talk/executing-global-strategy-locally-lessons-world-s-local-bank-0 [Accessed 23 Nov. 2020].


The Design Kids. (2017). Annie Atkins. [online] Available at: https://thedesignkids.org/interviews/annie-atkins/ [Accessed 7 Dec. 2020].


www.kimushoptw.com. (n.d.). KIMU Shop.tw. [online] Available at: https://www.kimushoptw.com/pages/ [Accessed 7 Dec. 2020].


MACLYN | Do What Works. (2018). MACLYN: The Enemy of Average. [online] Available at: https://maclyngroup.com/2018/01/09/cinematic-advertising-is-reshaping-the-consumer-battleground/ [Accessed 7 Dec. 2020].


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