Monday 25 April 2016

OUGD501 | FINAL ESSAY

Why is Apple so successful, and how does their branding compare to other technology brands?

Charlotte Walker

Apple is one of the dominant figures in the technology market. It is clear that Apple has the ability to convince consumers to purchase their products over other major technology brands through aesthetic and strong brand image.  By owning this brand we hope to emulate elegance and wealth. With other alternatives on the market - why do people still choose Apple? 

Apples advertising makes up a large part of their success. Simple and elegant design mimics that of their products, making their entire brand image pleasing to the eye. Apple has built up a good reputation over the years, and has a relationship of love and trust with its customers. When you go in-store to buy an Apple product it’s an experience. “We love brands because they make life more attractive and easier and because we define ourselves through them. We like their complex mix of function and emotion. We like the way they complement and manifest our personality. We like brands that help us say something about ourselves.” (Ollins, W, 2003, Page 249). Buying Apple means we can afford to buy Apple. It shows to other people where we are in life, we have financial security, we’re up-to-date with the latest technology, we have a good social status. We let our possessions speak for us. It’s deemed essential for people in today’s society to be able to show off their purchases and make others jealous. This will be addressed within Vance Packards 8 Hidden Needs further in the discussion. 

One of Apples more controversial campaigns ran from 2006 - 2009 comparing the core aspects of Mac and PC. This advert directly personified both types of computer (Fig 1). It’s apparent that the Mac is much cooler, more relaxed and seems much happier, whereas the PC looks uptight, boring and plain. The aim of this ad is to make people think that if they own a Mac, they will also become this cool, sophisticated person. Apple has a huge emphasis on customer experience within their marketing. They make it clear that you will have a unique experience, and can only do this with their products. (Fig 1) “Each ad aims to make one point, and one point only: one way in which Macs are better than PCs.” (Forbes, 2014).

A lot of PC experiences aren’t limited to one brand, as Windows can be used on a multitude of different types of computer. Apple uses this to it’s advantage, as OS X is made specifically for Apple hardware, whereas other brands don’t have this luxury. This means that Apples performance can be much better with a lower specification, because the software and hardware are compatible. It’s the same with iOS - the only smartphone you can run it on is the iPhone, whereas android runs on the majority of competitors. Apple has a broad range of products, ranging from iPhones, MacBooks and wearable tech all using software only available through purchasing them. This also means if the user has a problem, they know they can go directly to Apple to solve it, rather than being confused between whether its an Android, Samsung or Google problem. The exclusivity and seamlessness between products is very appealing to the general tech consumer. “Apple adds layers and layers to keep people in there; it used to be music, then apps, now it’s health apps, and most recently there’s [streaming service] Apple Music. We’re even seeing evidence that people who leave for Android tend to come back.” (Arthur, C, 2015) 

Samsung is recognised as Apples main competitor in the Smartphone industry. In recent years, Samsung has updated its approach and considered its relationship with their audience. This has resulted in them becoming a more dominant figure in the smartphone market. As you can see, their branding has taken a dramatic change (Fig 2 and 3). They’ve opted for a more minimal approach, choosing a lighter background and drawing attention to the phone. The dark blue which was once Samsung’s signature colour has taken a backseat, the new branding looks fresh and clean. Even after this change, Samsung still finds it’s sales and customer loyalty lagging behind Apple (Fig 4). “In terms of brand loyalty, RBC found that more than 83% of current iPhone owners polled planned to continue to patronize Apple when it comes time to buy a new smartphone. Meanwhile, about 64% of current Samsung smartphone owners planned to buy another Samsung phone.” - (Epstein, 2015). This shows that even with a similar approach to Apple, Samsung can’t replicate the relationship Apple has with it’s customers. Apple has built up a reputation for being innovative, aesthetically pleasing and offering a unique customer experience. It also shows that consumers don’t react to brands who aren’t innovative in their own sense. Consumers want something new and exciting, not a recreation of what they already know.

Apples branding has been consistent over the years with emphasis on the product. In print, any colour on the ad will usually be produced from the product its self, whether this is on screen or the colour of the product (Fig 5). This builds up excitement around the product, giving a sense of mystery as to what it can do. Without showing anything, they promote simplicity, ease of use, organisation and most of all a lifestyle. “The products that will flourish in the future will be the ones presented not as ‘commodities’ but as concepts: the brand as experience, as lifestyle.” (Klein, N, 2000, Page 21). The strong desire for Apples products is due to the psychological effect on the consumer.  “Apple has a branding strategy that focuses on the emotions. The station point is how an Apple product experience makes you feel.” (Marketing Minds, 2015).  
Google is another main competitor for Apple, and Android is the main operating system for smartphones that aren’t iPhones. “Google’s android operating system is now in over 80% of all mobile phones globally.” (O’Connor, 2015). Android’s recent branding doesn’t have a specific target audience. It’s most recent tagline being “be together, not the same” (Fig 6) seems to be targeting Apple users by subtly advertising all of the different phones Android is capable of running on. Apples singular devices, operating systems and experiences appear limiting to Android users and they are using this to their advantage within their campaigns. Androids campaign features a wide range of people, representing their audience of everybody. They’ve injected some life into the brand, giving their audience something to connect to rather than using a robot - a figure people don’t bond with as much. 

In terms of technology, the Android campaign can seem quite childlike and patronising to the more advanced user. Apple offers a more professional, sleek campaign that doesn’t make the viewer feel like it’s being told to do anything. Compared with Android, Apple campaigns seem unfriendly and faceless, but often that’s what the consumer is drawn to, as Williamson states, “Obviously people invent and produce adverts, but apart from the fact that they are unknown and faceless, the ad in any case does not claim to speak from them, it is not their speech. Thus, there is a space, a gap left where the speaker should be; and one of the peculiar features of advertising is that we are drawn to fill that gap, so that we become both listener and speaker, subject and object.” -  (Williamson, J, 1978, Page 14). Apple creates the illusion that the viewer of the ad is both speaker and listener. They are able to convince themselves that they need this product, Apple simply has to deliver the visuals. This is why Apple’s simplistic campaigns are extremely successful. The consumer becoming speaker and listener enables them to tell themselves what they want to hear, selling the product to their self without realising.

Microsoft is another competitor for Apple in the technology industry with their operating system running on most other laptops and computers. They have also tried to combat Apples consistency with the Surface - a response to the iPad (Fig 9). The aesthetics of this advert are simple and text only - quite similar to a lot of Apple adverts. The line reads “One device for everything in your life”, seeming to target Apple with its large range of tech products. Since the surface is a Microsoft product, Windows will be integrated into the hardware and run faster - another worrying aspect for Apple since this is one of their main selling points. Tablets are a big consumer product and are also used in business too, so it’s important for Apple they maintain this area of the market. Apple’s main advantage here is that all of their adverts are consistent. It shows the consumer that their products are also consistent and part of a set.

In today’s society there’s a lot of pressure to own popular products. “We are made to feel that we can rise or fall in society through what we are able to buy” (Williamson, J, Page 13, 1978). Consumers are made to feel as though buying products improves their image. Owning the latest iPhone makes a statement to everyone who sees it. It represents financial security and perpetuates the idea of “fitting in” - the idea Android was trying to combat. Packard believes that brands are targeting the hidden needs of the consumer. “In searching for extra psychological values that they could add to products to give them a more potent appeal, the depth merchandisers came upon many gratifying clues by studying our subconscious needs, yearnings, and cravings” (Packard, V, 1957, Page 66). Apples branding strategy targets these hidden needs, and makes us subconsciously yearn for their latest product. 

Selling ego-gratification arises by the expense of a product. We feel better for spending large amounts of money on luxury items, showing off the fact that we can. We are constantly wanting to be praised for our possessions, and want to be the envy of others. “Thus, instead of being identified with what they produce, people are made to identify themselves with what they consume” - (Williamson, J, 1978, Page 13). Apple, renowned for being one of the most expensive technology brands instantly makes a statement. “And although average smartphone prices are dropping, Apple’s remain the most expensive.” - (Arthur, C, 2015)

Apple gives the customer a sense of power within its campaigns. It gives them a choice. They give the viewer a line or two about the product and then they’re left decide whether to purchase. Apple isn’t trying to convince people that their product is good, Apple are trying to convince the consumer that they need to purchase it. Giving the consumer the illusion that they are making their own choices is part of what makes Apple so successful, when in reality, Apple is making those choices for us. “Things are getting to the point where manufacturers are getting more and more to be psychologists” (Packard, V, 1957, Page 67). Apple are successfully selling us our own self worth. “Advertisements are selling us something else besides consumer goods: in providing us with a structure in which we, and those goods, are interchangeable, they are selling us ourselves.”  - (Williamson, J, 1978, Page 13).

Many designers and professional artists choose Apple for the creative outlets that the brand can provide for them. Apples ads offer creativity to the user, and this is an integral part of the product for the consumer. Apples ads are often creative in the way they are presented, and this further pushes the agenda of creativity within their product (Fig 8). The recent iPhone 6 campaign showcases to users what they can achieve with the iPhone 6. This ad was featured all cross the globe in many different locations such as airports and train stations, which have effectively been transformed into an art gallery by Apple. It shows us that if we have an iPhone 6, we also have a chance at creating beautiful art.

Emotional security comes from how we feel about ourselves. Apple uses this to its strength, putting user experience and happiness at the core of its marketing ethos. We want to purchase Apple because it appears everybody who owns an Apple product is happier. “Creatives try to answer the fears and anxieties of their target consumers in creative treatments: loneliness (answer: make friends and be popular) - (Brierly, S, 1995, Page 166). Tapping into buyers insecurities makes an effective campaign, as consumers see purchasing a product as an instant solution to their problems. 

Consumers need a reassurance of worth, which is connected to the product and also themselves. Buyers want to believe that what they’re buying is worth their money, but more so that what they’re buying will benefit themselves. This shiny new product will give their life more worth and meaning, and therefore they need to buy it to enhance their day to day experience. The consumer, as a result of Apples marketing, believes a new iPhone or Macbook will enable them a happier and thus the only solution is to consume. The reassurance of worth also comes from the idea that the consumer is making their own choices, as Apple is allowing them to give themselves their own worth. The consumer feels as though they’re in the driving seat, making the decision whether to purchase, but Apple have already made that choice for them without them realising. 

Our roots link us back to our heritage and create part of our identity. Linking the product to part of our culture and essentially who we are, the product is more important to us. We feel a sense of belonging when an advert connects with us. They show us that if you find family important, they find family important too. Klein argues when brands use this strategy, the product or the brand takes our love of heritage and twists it in their favour. “The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star” (Klein, N, 2000, Page 30).  Klein is suggesting here that the brands in question rely on culture to make connections to the audience, though it’s more useful for the brands to replace old culture with a new culture of brand relations. The minimal design given to us by Apple is open to interpretation. It doesn’t necessarily connect with any culture, thus Apple has essentially created its own culture that people now connect with and relate to. We are made to believe that certain brands are part of our heritage and identity.

Creating a sense of love and compassion within the advert and the product itself is part of the marketing strategy that Packard believes in. Connecting your new Macbook or iPhone to a memory, or part of your childhood will have an emotional impact on the buyer, and prompt them to purchase - as this is shown to be the only way to get back those feelings. Apple also shows that being with friends and family is the most important thing, yet with these products in the background you can enhance your experience with them.

The inevitability for all of us is death. Leaving nothing behind, and ceasing to exist is a fear for everyone, and adverts tap into this by trying to capture a feeling of immortality.  They do this by using young people in their adverts creating a sense of eternal youth, and also show spry older people enjoying life, giving a sense of age-defiance. Apple showcases this with their 2014 iPad advert. The ad shows many people from across the globe using the iPad, with a voice over from ‘Dead Poets Society’. The advert ends with asking the viewer “What will your verse be?”. You can see in (Fig 7) the print/web version of this advert.  It prompts the viewer to consume an iPad, thinking they will automatically be able to leave a legacy behind. 


Apple does not owe its success to one aspect in particular. It’s clever, minimal branding attracts a large audience and doesn’t spoon-feed the consumer - letting them believe they are making their own choices. Their adverts are sleek, refined and professional - Android falls down here with its playful yet patronising campaign. Other brands have tried to combat Apples strategy within their own campaigns, but this has proven to be unsuccessful. Apple doesn’t retaliate because they are aware they they don’t need to. Apple are confident in their products, which allows the consumer to trust in them too. The main selling point of Apple products is that they sell a particular lifestyle. A life that consumers believe they can also have if they own an iPhone. Overall, Apples reputation and identity is renown and respected. “Some brands are successful because people love them and and can’t get enough of them; nobody forces anyone to buy a baseball cap with the Nike logo on it.” (Ollins, W, 2003, Page 15). 




















Fig 9 -  http://www.windowscentral.com/sites/wpcentral.com/files/styles/large/public/field/image/2013/09/microsoft_surface_2_advert.jpg?itok=Oa7Qs6Wb

Bibliography

ARTHUR, C. (2015), Why is Apple customers' appetite for its products insatiable?, [Internet] Available from: http://www.theguardian.com/technology/2015/sep/04/apple-customers-appetite-products-insatiable, [Accessed 31/03/2016]

BRIERLY, S. (1995), The Advertising Handbook. Routledge.

EPSTEIN, Z. (2015), Apple Continues to Crush Samsung Where It Matters Most, [Internet] Available from: http://bgr.com/2015/06/29/apple-vs-samsung-brand-loyalty-survey-rbc/ [Accessed: 29/03/2016]

FORBES, (2014), Heres The Simple Secret To Apples Marketing Success, [Internet] Available from: http://www.forbes.com/sites/jaysondemers/2014/07/08/heres-the-simple-secret-to-apples-marketing-success/ [Accessed: 05/01/2016]

KLEIN, N. JHALLY, S., ALPER, L., GARNER, K., MONAHAN, T., & KLEIN, N. (2003). No logo brands, globalization, resistance. [Northampton, Mass.], Media Education Foundation.

MARKETING MINDS, (2015), Apples Branding Strategy, [Internet], Available from: http://www.marketingminds.com.au/apple_branding_strategy.html, [Accessed: 20/12/2015]

O’CONNOR, J. (2015), When Your Target Audience Is Everybody, [Internet], Available from: http://www.marketing-mixtape.com/brand-strategy/when-your-target-audience-is-everybody/#more-686, [Accessed: 30/03/2016]

OLINS, W. (2003). Wally Olins on brand. London, Thames & Hudson.

PACKARD, V. (1957). The Hidden Persuaders. New York, D. McKay Co.

WILLIAMSON, J. (1978). Decoding advertisements: ideology and meaning in advertising. London, Marion Boyars.


Saturday 23 April 2016

OUGD501 | EVALUATION

This module has been extremely useful in improving my academic skills and motivation. Throughout the module my interest in the subject I have chosen has dwindled, making it quite difficult to stay focussed. Level 5 has shown me what my interests as a designer are, and CoP has helped me realise my likes and dislikes within the academic side of graphic design. 

I found researching and writing the essay quite unenjoyable as I wasn’t very interested in my chosen question. My interests changed throughout the year, so I feel I could have produced a better, more critical analysis if I had chosen something else. Taking this into account, I did enjoy researching consumer habits and the psychological effects that brands can have on the consumer. Looking into the 8 hidden needs of the consumer was a topic that also interested me, and how brands play on the insecurities of the buyer. 

Creating the practical work was particularly difficult for this module, with limited access to the product. As I chose technology to focus on, it became clear to me that I would not be able to create something truly unique, and I would have to use images from elsewhere as I was unable to use the product first hand. Overall I feel my response to the practical side was appropriate and I’ve created designs that fit the brief. I enjoyed creating the designs once I had a clear vision and product in mind, as it took me a while to decide on a direction for the campaign. 

I feel I could have improved on my time management, though Level 5 has been a significant improvement on Level 4. I completed all work in time for the deadline and met the briefs mandatory requirements. I also feel I could have improved on my essay writing abilities, and not make assumptions without having first conducted proper research - this cost me some time through making large improvements to my essay. 


Overall I feel this module has highly benefitted my practice and shown me what aspects of design I’m interested in. I’m looking forward to CoP 3 and looking into a subject that is relevant to what I’d like to pursue in the future. 

Friday 22 April 2016

OUGD501 | PRACTICAL | DESIGN BOARDS








OUGD501 | PRACTICAL | FINAL RESOLUTION

Below are my printed Impact boards. The final resolution is simplistic, emulating the campaign and the techniques Apple use in the boards themselves. The print quality of the boards is good and the vibrant colours are extremely eye-catching.



Thursday 21 April 2016

OUGD501 | PRACTICAL | IMPROVEMENTS

After analysing the feedback, it was obvious that some changes needed to take place in order to create successful Impact Boards. The amount of text on each page was cut down to key points and created a simplistic layout, giving the image full attention. This mimics the style of the campaign, and gives enough information to keep the client satisfied but still intrigued.

The impact boards achieve what the campaign also sets out to do - let the viewer become speaker and listener (Williamson, J. 1978). The extreme ambiguity of the campaign means it can be whatever the client wants it to be, while still remaining relevant to the target audience.

Other comments on the feedback stated there needed to be a more family aspect to the campaign, so two new images were added to make a total of 6. The new images include a family-friendly game viewed through the Oculus Rift, and a female participant viewed from behind. These images also retain a sense of mystery, because the full effect of the Oculus Rift is only available to those who purchase.

Each of the mockups have been edited to have a warm, friendly feeling to them. This was done by enhancing the pink tones in the image. They have quite an intense look also, which correlates
to the emerging technology aspect, but overall they are approachable and look appropriate in their setting. Each mockup now has it's own page on the Impact Boards to really let the client absorb the image and let it take centre stage.








Tuesday 19 April 2016

OUGD501 | PRACTICAL | FEEDBACK

Practical Feedback Questionnaire:



Is there too much text on the impact boards? 

  • Potentially, on the target audience board, yes, I think these should have to the point information on them. 
  • It looks a little busy but for how simple the rest of the board is, I would say it's fine. 
  • Target audience and deliverables could be slimmed down by a paragraph. 
  • Yes slim down the amount of text.
  • Yes, too much text.
  • Little but more bullet pointed - like Apple only have 1 line. 
  • Yes it is a little over-facing when you first look at the pages. 
Are the mockups suitable? 
  • Yes, mockups are suitable however I'm not clear on what the product advertisement looked before therefore it's hard to judge on.
  • Yes they are very well done but they are a little vague unless you are aware of the product. 
  • The mockups work well as they don't give too much away and encourage further research.
  • The mockups are simple but really effective.
  • Yes, the settings are good. 
Any improvements? 
  • Need some text on the mockups - not sure what they're watching? 
  • If you are aiming this at families then maybe you should do a variation of posters e.g. some for kids/more child friendly, and your current designs for young adults. 
Other comments: 
  • Definitely an Apple style - looks super sleek and an up-market product. Favourite is the type one - clever wording! Not very family appealing ads - young people, yes. 
  • Very professional looking - I like! 
  • "Seeing is believing" is a great tagline! 
  • Is in the style of Apple, but could be slightly better with text. 

Analysis

Overall the developed ideas were met with a positive response. A few tweaks need to be made to the level of text on the Impact Boards, and a few more slides with a single line of text or an image could be added to create a more lasting impression. 

The mockups had a great response, though some people thought that they were more appropriate for younger people rather than families or the home. Improvements can be made to the campaign, and some more designs need to be created to really appeal to young families. 

OUGD501 | PRACTICAL | DEVELOPMENT

After receiving feedback on my initial ideas, it was clear that the designs needed to be refined and focussed down. Looking on the Oculus website, they have a few images of people wearing the headset. I felt that this was a good place to start, as showing the headset on a person will connect the viewer to the product.



With the limited amount of images available to me to create the campaign, I created some minimal designs incorporating the logo. Its essential to the campaign that a text-only poster is included, and it's crucial to have a punchy, attention grabbing tagline to mimic the techniques Apple uses. "Seeing is believing" is featured on the text-only poster as a way to entice the viewer they need to experience the Oculus Rift. The minimal composition of the poster leaves an ambiguity that lets the viewer become the speaker and the listener - as Williamson suggests “Obviously people invent and produce adverts, but apart from the fact that they are unknown and faceless, the ad in any case does not claim to speak from them, it is not their speech. Thus, there is a space, a gap left where the speaker should be; and one of the peculiar features of advertising is that we are drawn to fill that gap, so that we become both listener and speaker, subject and object.” -  (Williamson, J, 1978, Page 14). 





It's important for the images to be mocked up in a professional, appropriate, real-life setting as they are being presented as Impact Boards. The boards explain the concept, target audience, deliverables and mockups. 






Sunday 17 April 2016

OUGD501 | PRACTICAL | INITIAL IDEAS

My initial ideas were to incorporate scenes of nature within the oculus logo, to show the viewer the extensive possibilities of virtual reality.








After receiving feedback on these designs, it was clear that the scenes were not appropriate and looked "too sci-fi" for the aim of my project. 

Incorporating Apples techniques into the campaign is the main concept, so using images that don't represent the product is not appropriate. 

OUGD501 | STUDY TASK 9 | COP 3 PROPOSAL

https://issuu.com/charlottewalker6/docs/cop_3_proposal_61f3c4d308abb3

Saturday 16 April 2016

OUGD501 | PRACTICAL | RESEARCH

Apple have a very ambiguous approach with their advertising. They don't appeal to one specific target audience which makes them extremely popular. They allow people to make their own decisions about the product as they're so confident in themselves. “Apple adds layers and layers to keep people in there; it used to be music, then apps, now it’s health apps, and most recently there’s [streaming service] Apple Music. We’re even seeing evidence that people who leave for Android tend to come back.” (Arthur, C, 2015). Apple don't retaliate to other adverts, and only really focus on themselves. 

They also present themselves as a lifestyle brand, perpetuating the insecurities of the consumer.  “The products that will flourish in the future will be the ones presented not as ‘commodities’ but as concepts: the brand as experience, as lifestyle.” (Klein, N, 2000, Page 21). Having the latest technology is more than a statement now, it opens up opportunities and experiences for the user - and often people feel excluded when they aren't able to experience these things. 

The experience isn't limited to the products Apple has to offer, going into the Apple shop is an experience in itself. Apple are very customer focussed, and make the customer feel like their most important priority. “Apple has a branding strategy that focuses on the emotions. The station point is how an Apple product experience makes you feel.” (Marketing Minds, 2015).  

The simplistic design of their campaigns allow for a large amount of interpretation. “Obviously people invent and produce adverts, but apart from the fact that they are unknown and faceless, the ad in any case does not claim to speak from them, it is not their speech. Thus, there is a space, a gap left where the speaker should be; and one of the peculiar features of advertising is that we are drawn to fill that gap, so that we become both listener and speaker, subject and object.” -  (Williamson, J, 1978, Page 14). Allowing the audience to create their own message from the campaign gives them a sense of independence and choice. The consumer feels like they are making their own choice as the campaign doesn't specifically tell them what to do, but as they become the speaker and listener, the advertisement makes the choices for us.

Apple uses a plethora of techniques to appeal to a wide audience. Their metropolitan, urban public image attracts people with disposable income and insecurities by advertising a lifestyle. They make it appear integral to the consumer that they need to experience what the product has to offer. Apple plays on peoples insecurities and make them feel inadequate if they don't have the latest gadget. The consumer is also party to blame, as the highly ambiguous adverts allow the viewer to become both speaker and listener and construct their own message. 

Techniques that are taken from this research are: 
  • Simplicity
  • Advertise a lifestyle 
  • Play on insecurities
  • Allow the viewer to construct their own message

Wednesday 23 March 2016

OUGD501 | PRACTICAL | PROPOSAL

For the practical aspect of this module, I would like to take my question "Why is Apple so successful, and how does their branding compare to other technology brands?" and apply what I have learned to another technology brand.

Virtual Reality is an emerging technology with little influence on the advertising world. Oculus Rift has been in development for many years and is almost ready to be released for consumer purchase. They have little to no advertising and this product is predominantly aimed at the gaming community. I would like to propose a campaign that uses Apples techniques to introduce this new technology into the home of families and young people.

VR is a very singular experience, and bringing it into the home with family and friends will hopefully bring people together in a way they've never been exposed to before. This will open up the market for VR and make Oculus Rift the main, trusted brand for virtual reality.

Utilising Apples techniques I will create a proposal for a campaign, consisting of impact boards. These boards will target issues such as the concept, target market, deliverables and mock-ups of the final designs.

Apples main strategy is to be socially and culturally ambiguous. They don't appeal to anyone in-particular which gives them the widest audience possible. They focus on showing the product in their print ad's, and use quick lines of copy to reel the viewer in. Using Oculus Rifts current branding and images I have available to me, I will intertwine these techniques and create a successful campaign proposal to appeal to a more mass-market audience.

Thursday 10 March 2016

OUGD501 | STUDY TASK 8 | EVALUATING COP PRACTICAL WORK

What were your initial aims?
The initial aims of the practical were to apply Apples techniques to another emerging technology brand that doesn't have a specific target audience.

What processes / strategies have you used and why?
Taking influence from The Hidden Persuaders I've used certain strategies to target the hidden needs of the consumer, e.g. ego-gratification and emotional security.

What literature have you read that informs this work?
The Hidden Persuaders - Vance Packard

Decoding advertisements: ideology and meaning in advertising - Judith Williamson
The Advertising Handbook - Sean Brierley

Is the work effective (in terms of your aims)? In what ways? How do you know it is effective (testing)?
So far the response is effective. It's minimal, simple and doesn't appeal to everyone in the same way. It sparks a different response in anyone who looks at it. I know this via peer feedback.

Does it communicate what it should do (in what ways)?
Yes - It makes the Oculus Rift appear unique, exciting and bold. This is because it isn't concerned with any other VR technology on the market. The campaign aims to specify a target market that hasn't been looked at before - young people and families. Virtual Reality is a very singular experience, so to bring in a family/group activity aspect will make the product more desirable.

What are the successful elements and why?
The product successfully emulates Apples branding and focusses on the product.

What areas need improving or developing further and why?
The amount of text needs condensing on the impact boards as it's quite lengthy, and there could be more emphasis on families. 

Tuesday 8 March 2016

OUGD501 | PRACTICAL | SYNTHESIS

Essay Conclusion:


Apple does not owe its success to one aspect in particular. It’s clever, minimal branding attracts a large audience and doesn’t spoon-feed the consumer - letting them believe they are making their own choices. Their adverts are sleek, refined and professional - Android falls down here with its playful yet patronising campaign. Other brands have tried to combat Apples strategy within their own campaigns, but this has proven to be unsuccessful. Apple doesn’t retaliate because they are aware they they don’t need to. Apple are confident in their products, which allows the consumer to trust in them too. The main selling point of Apple products is that they sell a particular lifestyle. A life that consumers believe they can also have if they own an iPhone. Overall, Apples reputation and identity is renown and respected. “Some brands are successful because people love them and and can’t get enough of them; nobody forces anyone to buy a baseball cap with the Nike logo on it.” (Ollins, W, 2003, Page 15). 

Aims for practical:

- To take the techniques used by Apple and apply to another tech brand
- See if the advertising is still successful
- Can the success of Apple be replicated in an emerging tech company? 

Rationale

The ideas behind the practical work are to take the qualities that deem Apple successful and apply this to another technology brand, preferably an emerging brand with a small/not recognised following. This will be done by creating a campaign proposal for an emerging tech company, to explain the concept behind the designs. The designs will be mocked up and presented professionally to the client. The main deliverables will be Impact Boards, coupled with the designs for the campaign. 

Saturday 20 February 2016

OUGD501 | STUDY TASK 7 | HARVARD REFERENCING/TRIANGULATION

A paragraph that shows the ability to triangulate between the four texts.

Ideas put forward by Tibor Kalman in Fuck Committees also correlate with mindsets of other graphic designers. He states that graphic design is being swallowed up by corporations, and true creativity is being lost in the process. “By now, virtually all media, architecture, product and graphic design have been freed from ideas, individual passion, and have been relegated to a role of corporate servitude, carrying out corporate strategies and increasing stock prices.” (Kalman, T). Ad busters, in their manifesto; First Things First 2000 agree with Kalman, stating the skills of graphic designers are being lost on commercial projects that do not benefit society. “The profession’s time and energy is used up manufacturing demand for things that are inessential at best.” (Ad Busters). 


Ken Garland is in agreement with the aforementioned manifesto’s, stating that the consumer has been saturated with low-quality advertising, just to sell a product. “In common with an increasing number of the general public, we have reached a saturation opine at which the high pitched scream of consumer selling is no more than sheer noise.” (Garland, K). A similar view is also proposed by Experimental Jetset. Their manifesto, Disrepresentation Now! explains that the designer has lost their true role, and has been forced into creating work that doesn’t represent the practice. “Other representative tendencies in graphic design include the fact that nowadays more and more designers refer to their profession in (immaterial) terms such as ‘visual communication’, ‘information architecture’, etc. These particular notions painfully show the shift in graphic design towards the denial and neglect of its own physical dimensions.” (Experimental Jetset). 

A paragraph that shows close analysis of an image which relates to one of the texts.
Tibor Kalman - Fuck Committees 


This image is advertising a new Burger King sandwich. It represents what society responds to, and what they need to persuade them to purchase something. Kalman feels this type of graphic design is unacceptable, “Creative people are now working for the bottom line.”.

Creating work for face-less corporations and churning out the same deliverables, portraying the same message is something Kalman tries to combat. “All cars look the same. Architectural decisions are made by accountants. Ads are stupid. Theater is dead.” He states that the solution to this is to find cracks in the wall, and find a rich person who actually wants to make a change in the world. “There are a very few lunatic entrepreneurs who will understand that culture and design are not about fatter wallets, but about creating a future.”

A paragraph that shows evaluation of one of the texts.
Ad Busters - First Things First 2000

This text is representing the struggles that face graphic design from the view of the designer. Ad Busters state that designers in the industry are being forced into creating dull, unimportant work as a means to put food on the table. “Commercial work has always paid the bills, but many graphic designers have now let it become, in large measure, what graphic designers do. This, in turn, is how the world perceives design.” Ad Busters believe that design is much more than creating to sell a product, and that we should turn our attention to other, more worthy causes. “There are pursuits more worthy of our problem-solving skills.” Designers need to challenge consumerism, and create something more worthwhile and essential to societies development. “We propose a reversal of priorities in favor of more useful, lasting and democratic forms of communication – a mindshift away from product marketing and toward the exploration and production of a new kind of meaning.” 

A paragraph that shows your ability to paraphrase, summarise, or produce a ‘prĂ©cis’ of one of the texts.
Ken Garland - First Things First 

Ken Garland proposes that the most time designers put into work is for trivial purposes that will not contribute to our society. He proposes that we need to change our attitude towards design, and focus on other projects as we as a society have become saturated with the sheer noise of modern day advertising. Garland hopes that society will tire of gimmicks and techniques used in many ads today and in the past, and would propose a reversal of priorities for designers. 

Thursday 14 January 2016

OUGD501 | STUDY TASK 6 | PRIMARY RESEARCH

"Why is Apple so successful, and how does their branding compare to other technology brands?"

My essay question concerns consumer technology and their branding. Apple is a very well known brand, and to conduct primary research into this may be useful. Types of primary research include observations, market research, questionnaires and interviews.

The types of primary research that would be most useful to me would be polls and questionnaires. This would allow me to get a broad view of what the general consumer prefers. It would be useful for me to find out which brand people generally prefer and why. Here I have conducted a short Twitter poll - as this gives me the widest audience.



It's clear from these results that Apple is extremely popular with the voters. The main reason people are drawn to Apple is because of their clean, minimal aesthetic closely followed by the products. Some disagreed and much preferred other tech brands: 



Though many people praised Apple when compared to other tech brands: