Pillow Talk // Part.2

After this weeks lecture in looking further into Marketing Tools our next task involving Pillow Talk was to come up with rough advertisement that would be used in a appropriate environment which would effectively promote the product. 


We decided our target market were at busy working couples who live long distances apart and aimed to place the Ad in mainly public transport areas and in magazines such as metro and aeroplane on-flight magazines. 


The next step was to come up with an answer to "Why would you buy Pillow Talk?". . . 


Using the tools we learnt in this weeks lecture we thought of the "What's and Why's (irrational&rational)" of Pillow Talk. . . . .  


What - A tech pillow product with a ring , speaker , sensor, lights and a smartphone app. 
Irrational - Makes you feel closer, desire to communicate with your loved one, appear open to try out new tecnoglogy , look like a loving person. 
Rational - Able to contact your partner in long distant circumstances. 


Answer - A mode of communication which means that you can have a long distance emotional and innovative relationship. So you can look like a caring and loving Partner. 


With our poster we wanted to reflect the idea of long distance and the way in which the product actually works, showing the thought provoking idea of Pillow Talk. The main idea of my take of the poster was portraying the feelings you receive when lying on the pillow, a pulsing heartbeat from a distant lover. . . 


Here is my quick idea for the poster. . . 

LITTLE RIOT!* - Pillow Talk

Last week our class met Jo Montgomery, an former Digital Interaction Student at DOJ. She came in to tell us bout her company "Little Riot" and her current project "Pillow Talk" which consisted of two pillows, a ring which isconnected through a smartphone APP that could detect your pulse beat and then each others heartbeat and play it through a speaker inside your bed pillow. The aim of her product was to connect long distance lovers in a more emotional and intimate way.

Personally, when i first heard the idea of the product i thought it had its limitations because at the end of the day all heartbeats sound the same and the its lack of customisation and individual personality meant maybe the products life cycle would be rather small. However, its target audience isn't aimed at people like me, a single student who lives only a 2 hour bus journey away from his mummy in Glasgow. So, i can't fully understand its point and connection with a partner. 

This opinion would be the basis of my next task given to me after hearing Jo talk about her product. 

The first task was to again use Marketing Tools to find the strengths, weaknesses, opportunities and market threats of her product. All of the groups pitched their ideas to Jo, most of them suggesting the different environments in which her products could be used and the different ways in which the product could be personalised to suit the relationship .                                           

I enjoyed this task as it put me in a real design situation that i could face in the future and hopefully as a class provided Jo with a few more ideas that will help her success. 

Week 1 - MARKETING TOOLS

The two main questions that you need to understand before learning the tools of marketing are: "What is a brand ?" and "What is advertising?". A brand consists of a mix between functional and emotional strengths that when combined provide an experience. However, advertising is the difference between you and someone else. It's subtle and isn't obvious, a good brand will advertise in such a way you will not realise and not noticing "plant a seed" that will change the way you buy.

"A brand is a promise & ads communicate that promise"

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This week i was given the task to develop a new proposal for one company out of the 3 choices ( DUSA, CATINA, V&A Dundee). In order to do this we had to use the recently learnt "marketing tools" which were: SWOT, Perception Maps&Positioning, "the 4 P's" (Price, Place, Product & Promotion) or "The Ansoff Matrix". 

My team decided to look at the DUSA. . . . .Our first step was to fire out initial individual thoughts through a brainstorm, using post stick notes. This was to gain a basic understanding of the general opinion of what we thought about the DUSA. After this  we sorted these opinions into a S.W.O.T (Strengths, Weakness, Opportunities & Threats) map. We found it hard to find many threats and weaknesses about the DUSA as it was already was obviously already well tailored to suit the needs of it's target audience, students. However, after acknowledging this we understood that students ages range from the young to mature. So, the next obvious step would be a Perception map. We made four of these maps ( Y axis - Young/Old , X axis - Femine/Mature) and did one for each of the 4 most important aspects of any student Union. 


The final proposal, was to make the DUSA more welcoming to mature students and generally more of a comfortable place to be during the day. We found the services during the day put a lot of mature students off due to the noise and a lack promotion towards a comfortable environment to relax and eat. Our solution was to simply make the entrance more obvious with outside menus or Ads around the campus with more information on what food they serve rather than how cheap the booze is. Perhaps, even having another smaller union built on another part of the campus which focused more on a calm environment with even themed nights and a more pub / restaurant feel to it. 

Assignment 5 - Planning for the Future

Before a designer can complete a clients project they have a variety of jobs to do before the final outcome. It is a big misconception to think a designers only role is to create the look of the project. This year I gained various design tools that can be used individually or as a team, through connecting with people and resources to come up with more valuable information.

In Semester 1 we were to expand from an initial topic derived from a chapter in the book “The Tipping Point” by Malcolm Gladwell. I decided to use “Chapter 4: The Power of Context : Bernie Goetz and the Rise and Fall of New York” which Gladwell discussed how a few small but influential changes in the environment of New York city allowed a major reduction in crime. He cites the fact that a number of New York City agencies began to make decisions based on the “Broken Windows theory”, meaning to stop un-attending to things that need changed which are right in front of you such as graffiti and drug abuse. Next, through various techniques such as brainstorms, mind maps and reading secondary information it led to the discussion of Americas large number of varied cultures ( mainly blacks and white) and divides. Also their laws on accessing a firearm and the roots behind Americas organised crime. This would be the basis of my final assignment of Semester 1.

Now for this assignment I have to develop Semester 1s work into a research proposal using one or more of the four methods I have used in completing this Semesters assignments. It could either be through an interview, analysis of images and what they mean, using the concept of Ethnography by experiencing environments which are designed for others or the analysis of someone’s personal environment such as their bedroom.

The problem for me trying to include a brief reference to the research from Semester 1 would be the difficulty in gaining access to valid first-hand information from a relevant person or environment. Also, the nature of the topics I researched could be rather dangerous to use when approaching someone of relevance. For example, interviewing an ex-gang member who has previously been involved in organised crime. Thus, I believe the main method in my case would be using relevant found images and showing why you should not judge something by the way it looks and discarding the story behind the image. However, I believe there is a way around most of the methods in proposing an expansion on my research, some being more appropriate than others. In this case, looking at my research in a broader scale, not just looking at America but Britain too. This will mean first-hand information will be easier to access and adding a depth into my investigation, looking at the relationship between American and British crime cultures.

My proposal is using a combination of the “what images mean” and “interview” methods. Firstly I would show, to a neutral candidate, images that relate to the varied cultures of America and Britain. The images will portray subtlety the crime and violence in these cultures. Throughout the procedure I will record their thoughts and feelings . The reason I chose to use this as my main method is because it builds a good initial starting point before the interview. I believe this because I found from my “What Images Mean” assignment in Semester 2 that usually an image can create instant emotions and feelings towards the subject without usually knowing the story behind it which is a major problem when discussing crime and culture. For example, a lot of Hip Hop album covers subtlety suggest the cultures inside a black society and shows the crime within it. Also, movie advertisements can be used for the same purpose. Obviously hiding any texts or connotations that help the viewer.

I think this part of the proposal would be more of a general learning experience to gain an understanding of common views of the society. Also, it will be difficult to find images that are truthful of what actually goes on and not just how they are wanting to be perceived.

The next stage would be to find a suitable candidate to interview who relates back in some way to your chosen image. You would use the information gained from your first candidates reactions compared to the real stories of whoever you are interviewing. Creating a mind map based on the main question and idea your first candidate built from the images, expanding into more in-depth personal questions. For example, the person you are interviewing could be a black person who has experienced racism, a police officer who has dealt with scenes of cultural violence or if you have links to someone in America or Britain who has experienced areas that are effected by problems such as gun crime. Organising an interview through an online tool such as “Skype” could be used if the candidate lives at an un-reachable distance.

However, I feel due to the fact that I could be interviewing someone who may be reluctant to give out information regarding criminal activities that I should approach the whole procedure carefully. I found from previous assignments, a slow build up of questions is needed before asking anything too personal, using key words to trigger the right kind of answers. Most importantly, gaining trust from my candidate.

These two techniques will be of main use to my research. However, the other method I have also previously tested might be used in a later stage. Using the method of Ethnography could be used as a further expansion. For example, my hometown of Glasgow suffers from a great deal of sectarianism between the two football clubs “Rangers” and “Celtic”. Each team having their own unique society and culture. Visiting either of these two teams stadiums during a match would give insight into what its like to be part of the team and how they work. Possibly witnessing some of violence connected to these two teams. This would act as a good comparison to the sort crime America experiences, as they rarely have this problem within sport.

I plan to carry out my proposal within two months after finalizing the questions that will be asked. Adding to this, I think my main difficulty will be finding the people I would talk to and how I would contact them, with a further month to review the information, finding balanced links between American and British cultural crime. I believe most of this project would be done alone due to the seriousness of the topics. Over crowding the research could cause problems when gaining relations with the people I will interact with.

Assignment 4 - Interviews

For Assignment 4 we were asked to construct an interview with a person who doesn't know you based around a chosen question that related to one of this semesters previous assignments. The question i decided to use was "What is most valuable to you?". The whole point of this was not to prove anything but how to access meaningful  in-depth data which can then be used through a design process.

I sketched up a mind map of how i would expand on my question and most effectively receive the best answer from my volunteer. I ended up with 9 basic questions, some having variable options depending on what is initially most valuable to them. . . 

I used my flatmates friend from class "Gavin" who i had only met twice before. . . 

The first stage of my interview was to choose an environment which would help Gavin feel comfortable and relaxed in answering my questions. I decided to carry out the interview in his own flat, accompanied by my flatmate, as this would ease any feeling of any awkwardness / shyness. At first i decided to play along with the kind of question i  was about to ask, telling him "its a difficult question but everyone has something . It could be from a family member to a physical object". Next, i asked the first question : What is most valuable to you? After slight hesitation and with a slight smirk on his face he answered "My Car". From this i began asking simple questions like "When and where did you get it?". Once i reached question 4 "What makes it yours?" i began to gather a sense of what Gavin's current life is like and perhaps how being a student has effected the way he treats his possessions. As he answered "my personal registration plate and not having to share it with anyone" suggested that it means a lot to him to have something with your own mark on it that can only be used by yourself and having to share e.g with your student flatmates.  I noticed after this question he seemed more relaxed in the interview, giving more in-depth answers, adding extra bits of information. Thus showing that easing slowly into personal information takes time and carefully planned previous stages. 

Gavins answer to question 6 "Do you like it as much now from when you first bought it?" surprised me as he portrayed he wasn't fully happy with his valuable possession. I was expecting a different answer. The final two questions ended well.  I received a deeper insight into why his car his most valuable to him. The fact that his Dad bought it for him and that he would only trust his family with it shows that he believes they simply have the right to. It also shows how Gavin perceived the word "value", meaning he chose his most expensive possession but shows personal insight because he would only let his family the right to use his most expensive object, not his friends.

Overall, i believe my interview technique worked fairly well. I learned that there is always a key word in the main question that will play a major roll in what you have learned at the end. Also, that different people will have a different understanding of how they perceive this word. In my case, the word "value" was important as i can understand now that its difficult to describe a personal feeling towards something which the interviewer may not feel the same about. Also, that it takes time to understand someones personal feelings and that you have to explore it at all angles. 

Assignment 3 - Casino

From this assignment my aim was to understand the concept of Ethnography , an idea that helps in designing enviroments for others. In order of doing so, i visited the local Gala Casino with a group of friends because this was an unfamiliar enviroment to me, making me feel awkard and more observant of the way a people behave inside a  Casino.

 I reluctantly decided not to drink alchohal before entering the Casino, as this would of probably affected my observation skills. This was my first ever visit to a Casino. Beforehand, all i knew was  from what i had seen in one of my favourite movies, "Casino",  starring Robert De Niro and Joe Pesci. The film shows an indepth understanding of how a Casino works, alongside the usual Martin Scorsese themes of Greed, deception, money, power, and murder  between two mobster best friends and a trophy wife.

I decided at the cash machine outside the Casino , since this was my first time and to experiance this in full  that myself should try my hand at a small £10 limit gamble (which i would soon loose a quick 30minutes later). Before entering the main gambling rooms of the Casino, i was comfronted by a 20stone Bouncer at the entrance who demanded for my I.D . This was all done without a smile or any form of pleasentness. Straight away this made me feel uncomfortable and rather intimidated. At this point, i started to think if this was all an act of the Bouncers roll in the Casino so from the second you enter , it was made clear that the rules of the Casino will not be broken.

My next stage was to become a member of the Casino which meant filling out a small form and once again showing proof of identity. This idea of "Members Only" and physically having a members card with my name on it made me feel more at ease. Thus more confident in spending my money gambling.

Entering the main hall of gambling i was hit with buzz of noise and flashing lights. It was hard to stay focused on anything because of what was happening around me. I walked around for around 30seconds before making my first bet on the Roulette table (loosing my first £5) , the only game i was familiar with. I felt that i had to sit down as there was little movement around the gambling areas. The colour Blue seemed to be everywhere, a tactic used by the Casino because Blue has a relaxing effect on the mind and body making you more confident and calm. After my first loss , i decided to sit out of the way and observe.

There was a lot going on to keep your head on track making you feel sick and dizzy. However, I noticed there was no windows in the main hall, making it all seem very personal which led onto observing the type of people inside the Casino. Apart from the common group of drunk students who were simply grabbed in by the bright lights and chance at doubling their student loan , there was a much deeper side. There was alot of Asians gambling at high stakes. I believe this is due partly to the Asian culture being very big on the concept of "Luck" and "Fate" . Two major factors which were being shown all around the Casino. However, the Asians did seem most happy out of all groups which shows that they may just accept a loss as its just the way it was meant to be.

Most gamblers looked as if they were kidding themselves on, certain they were always going to win. Mainly,  the older male which dominated most of the Casino. In a way, it was a sad sight . I eventually gathered the feeling some of them were gambling their families away by the look of it . In one case, a middle age man sat with his head down talking to himself fiddling with his small stack of poker chips.

It was eay to tell who was winning. I found whoever was standing seemed to be the happiest looking and most animated. The seating arrangements around the machines and tables were backless stools , not designed for comfort. This portraying the quick snappy decisions the Casino want its customers to make. Oppositely, the bar and restraunt area is simply a gimic to the customer , making them feel comfortable before entering the mind-controlling gambling arena. 

Ethnography allows us to understand beyond what we just simply see infront of us. It gives us an insight into how the world is designed for different purposes , showing varying patterns and behaviours that we can understand both immediately and reflectively.

Assignment 2 - What images mean

In this assignment i was asked to show 3 advertisements with all typography removed from the image so there was no obvious sign of what product was  being advertised.  I cropped these 3 images and presented them to a group of 3 people, asking each what the image made them feel like and think about :

Joshua : Uncomfortable, Amused , Practical Jokes and Drag Queens.

Jaime : Confused , Interested , Funny , Sleep and Tiredness.
Ben : Clean , Creeped , Homosexuals and Woman.

Joshua : Dispair , Shame , Athletes and Steroids.

Jaime : Dark , Evil , Unhappy , Hairloss and Exercise.
Ben : Anger , Cold , Manly , Brutality and Warriors.

Joshua : Lust , Attractive , Good Health and Hair Products.

Jaime : Sexy, Beuty , Lesbians , Purity , Clothes and Angels.
Ben : Clean , Happy , Closeness , Elegant , Hair Products and Angels.

Overall, i believe this experiment went pretty well. As a Graphic Designer it opened my eyes further to the power of typography and the difference it can make . Most importantly how a smartly chosen image can speak for more than words. Especially, in the final image when "Ben" mentioned the word "clean" as it portrays the tounge and cheek  style the advert is using when selling Virgin Olive Oil . In other cases , for example the second image , the phrase "natural extracts" and the product itself were needed alongside the image of the male as it alone suggested different ideas. The first image was a good example of creating postive emotions towards the product , making its audience feel amused and most importantly , interested. Also , i found out most of the time people read images by what they only see in the subject and not the story behind it or who else may be involved in whats happening.