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L3 CMPT Y2 Evaluation Template (1) (1).pdf

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L3 CMPT Y2 Evaluation Template (1) (1).pdf

  1. 1. L3 Creative Media Production & Technology Year Two Evaluation Template
  2. 2. Project Overview
  3. 3. What was the theme of your project and what attracted you to it? The theme of my project was creating a campaign fixated on the cuisine in which York has to offer, more specifically to younger audiences, and channeling that through a magazine filled with a great deal of information regarding that topic. I feel familiar with the target audience which I had set for my product (18-24) and therefore I based my work around what I personally and my peers would look for in a magazine designed for them specifically. I am aware of the attraction to trendy and delicious brunch spots / cafes via social media and therefore, I knew that creating a magazine which features information on places of that description would not only reach my target audience but additionally benefit local businesses. My social media feed is often filled with trendy recipes/brunch spots/restaurants, and I witness those posts reach upwards of thousands of likes so I know that the market for finding ‘instagrammable’ brunchy locations is very prominent to younger social media users. Therefore, not only did I produce a magazine but also a taster of a social media page in which the brand I produced would likely have in order to reach out to its audience further.
  4. 4. What research did you undertake and how did it help develop your project? In terms of research for my project, I conducted a PowerPoint designated to cumulating information that will benefit me when moving into the production phase of the project. I begun my research by developing an understanding of my target audience (18-24) and what they might expect from a product of my description. I started by researching the percentage in which the likeliness that my age band is likely to visit York and ways in which I could boost the numbers. I did this by noting common interests of 18–24-year old's and expressing that York offers all their potential needs such as brunching spots, photography locations, shopping etc. Therefore, I incorporated all these elements and made them key factors of my magazine in order to branch out to my audience. Furthermore, I went on to describe my experience as an older teen and having peers that fit into the demographic for my product and explained how the growth of social media has influenced myself and others and the relevance that integrating trendy ‘instagrammable’ locations in my trial would be. In addition to highlighting the significance of using a social media platform as another product of my work, I went on to do further research on pre-existing products. I started with looking at the VisitYork campaign which is an information hub for tourists of York. I found myself inspired by the volume of information the VisitYork website gives, for example if you search for ‘tours in York’ through the website search bar, you are supplied with an array of different genres of tours which the city has to offer which led to me contemplating my options of design for my own work. The second element of my existing product research was on the @york.independentlife Instagram page. I found inspiration through the professionalism of the page and the way it is predominantly food based, which ultimately led to my decision to create a food tour as I noticed how big the market is in ‘raved about’ restaurants in the local area due to their large following (13.8k).
  5. 5. What research did you undertake and how did it help develop your project? The final aspect of my research for this project was a survey/questionnaire that I created personally so that I could reach out to the demographic in which I am reaching and gather their opinions/results and apply that knowledge in the production phase. I was given the opportunity to send my survey to university students at York St John University and therefore acquired the responses I needed from the exact audience I am targeting. I asked relevant questions such as “What is your favourite thing to do in York?”, “Where would you recommend to eat at in York?” and “What are your hobbies/ like to do in your spare time?”. These are all key to understanding what will stand out to my audience and I can therefore create a product based around their highest needs.
  6. 6. How did you develop and improve your ideas throughout the project? By grasping a greater understanding of the kind of product I could produce through my research, I laid out my main ideas for my project through a separate ‘Planning’ PowerPoint. This PowerPoint included key ideas through mind maps, mood boards, and brief potential concepts for my project. I developed my ideas by looking at potential approaches for my product such as different aesthetic concepts such as a high end/vogue-like magazine and potential tour topics such as a photography tour. However, I decided to not follow through with these ideas as I felt they did not reach the brief for the type of content that most of my target audience would want to participate in. Developing a concept board also allowed me to visualize the aesthetic of my magazine and potential photography techniques I could incorporate into my magazine. I took inspiration from the bright colours contrasting the dark black and white and a graffiti-like font and interpreted it into my own work as a result. Creating a PowerPoint which exhibited all my key ideas and plans for my project allowed me to produce my final concepts for the project, however I believe I could have gone into further detail by expanding the potential approaches for the tour and experimented more with photoshop so that I was completely prepared for the real thing.
  7. 7. Personal Response
  8. 8. How did you feel about the project before you started? At first, I was unsure of the type of content that a trial through York could be in a way that would attract young adults. This is because from my own experiences of witnessing tourists in York participating in trials, they are often predominantly aged 30+ or experiencing the trial as a family outing. Personally, I have not heard of many people my age/ slightly older voluntarily participating in a city tour as it does not appear very often that young adults/older teens visit a city for the haunted history (e.g. York Ghost Trial) or for something along those lines. Therefore, I knew if I had to produce something specific to young adults, I had to do so by advertising the city in a more youthful light. Once I had a key concept idea, I was prepared for the production and editing phase of the project as I already have a few past experiences in working on a magazine model and so I felt familiar with the photoshop software that I would be using. For example, back when I was doing my media GCSE in secondary school, I had produced a magazine front cover as a key project which graded distinction and again in my first year of college, when producing movie posters, I created a movie magazine front page. I had not yet worked on a double page spread but I was excited to try experimenting with print media concepts.
  9. 9. What do you think about your project development and how did it help you to refine your idea? Throughout my production phase of this project, I did a lot of testing with different fonts and colours that I thought would fit the brief of the concept I had in mind. In my planning in noted how I am aware of how prominent y2k/90s aesthetic is in today’s younger culture and therefore I intended to interoperate indications of those aesthetics in my work. After taking my research into account, consequently, I incorporated a typewriter-like font (Nixie One) as the leading font throughout to ensure it obtained that nostalgic enhancement. Not only that, but I added the use of bright blocks of color through photo editing and as the masthead for each page and made each page, which I produced, have an individual colour to represent the different topics that are being covered. By colorizing images and adding grainy film effects, the magazine is set to have an editorial aroma and seem more engaging to the younger audience, whereas if I were producing content for women aged 50+, for example, I would’ve kept the aesthetic clean-cut by making the fonts plain and the images posed and clear.
  10. 10. How did you feel when the project was completed and why? I am proud of the outcome of my product as I enjoy producing magazines and testing with different editorial aesthetics. Though, I am aware that I could’ve made the trial concept slightly more interactive than words on paper despite the idea being social media based. The idea was for students to get involved with the many tastes in which the city has to offer and express their reviews through a social media page for the magazine. However, I did not actively get real responses, instead I produced a mockup of what the page should’ve looked like. I believe that had I been more active and operative in the production phase (e.g., building a real social media page over time and build a small following) I would’ve had more content to put towards my social media element of the project and my magazine overall. I have no regrets in terms of the work I have done as I am happy with the quality of work, it is simply just the quantity in which I suppose I could’ve improved.
  11. 11. Evaluating the project
  12. 12. What were the good points about the project/task and what did you learn from them? • I learnt about the importance of composing visual mood boards/ concept boards. This is because compiling a group of images together which fit the aesthetic requirements I have in mind give me the opportunity to ponder at potential approaches I could take in the production phase of the project that I may have not thought about before. For example, I had in mind that the magazine would have grungy undertones and after researching pre- exiting products that fit that description, I was exposed to elements such as bold, bright colours which I would have not usually associated with that description, but it evidently works well. • I believe that after this project, I have a deeper understanding of different ways to cater to a certain demographic. For instance, gathering in-depth research and studying the age group which I targeted meant that I was able to build my product around the needs and standards of my audience which I succeeded in doing. For example, I build every element of the magazine around the ideologies of a ‘trendy’ zine that will attract to a younger audience from the colours, font, text, images and image filters, and concept. • I have also learnt that an extremely efficient way of researching my audience on a personal level is by conducting surveys based upon the first ideas of the project and sending them to the target audience first-hand. The survey includes questions that will later help in the production phase so that I can create a product that will attract to my audience.
  13. 13. What challenges did you face and how did you respond to them? Try and think of at least 3... • A challenge I faced during this project was producing the concept of the tour. This is because I struggled to devise a tour that would interest a young audience and get as many people involved as possible due to the busy schedule of students. I responded to this challenge by creating a survey so that I could engage with my audience and get personal responses on the kind of things they enjoy doing in the city, which ultimately led to me doing a food tour as “visiting restaurants” was the most common answer. • Another challenge I faced was time. For example, due to the large amount of research for each individual restaurant/ café in York along with writing up content for the magazine, it meant that my work schedule was very research based. This led to me falling behind slightly however I have managed to catch up by working at home and in my study sessions so that I have no missing work. • The third challenge I faced was finding assistance with my practical element of my project due to the busy schedules of my peers. Therefore, this meant that I completed this project completely by myself and had to shoot a few photos included in the magazine with no help.
  14. 14. What were the negative points about the experience, and what could you have done to improve them? A negative point about the experience of this project was that I contributed a limited amount of my own photography to the zine. This is because I lacked people who were willing to model for me. Additionally, as my project was particularly food-based, I felt obliged to provide images of food from the locations featured throughout the magazine which includes going out and trying the food. This results in spending a large amount of money on food/meals out which was not in my budget despite the fact, I wish it was! However, I did manage to include a few images that I snapped during the production process as well as prior, into my magazine. In order to avoid this struggle in the future, I will ensure that my planning is finished within the schedule given and reach out to people, prior to production, who will be willing to act as subjects for my photography in time for when I reach the production phase.
  15. 15. How would you rate the final piece? What elements do you think are successful and why? I would rate the final product of my FutureYork food trial ‘good’. This is because I am very proud of the quality of the magazine as it is easy to read, and I used efficient editing techniques in order to capture the aesthetic I had in mind for my brand. I believe that it sells the concept of my tour well to my audience. My only fault is that I hoped to have produced more social media content and potentially been bolder with the layout of the pages to ensure it appeared more edgy and artistic. I know I am capable however I was time-conscious and needed to ensure that I produced enough magazine pages that would sell the tour well to my audience. I am pleased that I included factors such as deals in the city, study spots and nightlife articles. This is because since most of my audience are students, wanted to make the magazine student-based so that I could advertise the city well for people who would potentially like to study in York in order to increase the younger demographic. I believe that I was successful in creating a taster to what my magazine brand would be like as I included key aspects of a magazine such as quotes, facts and columns. In addition to this, I really like the use of incorporating bold colours on each page as it allows the magazine to stand out and I believe it is fitting for the target audience too.
  16. 16. How did your design appeal to your target audience? I appealed to my target audience by retaining a common theme throughout the magazine. In this instance, I was inspired by 90s typography along with bold colours in order to contrast the black and white text and images. My research shows that these characteristics appeal to teens and young adults in society today and therefore I incorporated hints on the 90s/y2k aesthetic throughout my work. Additionally, as previously mentioned, I conducted research by designing a questionnaire/survey so that I could receive feedback on the kind of content that students would expect from a product like I had planned. This led to results which revealed that a food-based tour would appeal most to my audiences and so that was the route I led with. The content within the magazine is easy to read by having incorporated youthful language (e.g., slang) in a trendy font so that the magazine remains consistently engaging to my audience.
  17. 17. Analysis
  18. 18. In what ways was the overall project a success? I believe that my project was a success as I produced a magazine that will appeal to the target audience of 18–24- year-olds. I succeeded in my work sustaining a consistent aesthetic by editing my images with a grainy filter and incorporating colourful elements throughout by then going on to apply the same/similar filters to each image that I included into the magazine as I went along. I ensured that the language was engaging to my audience and explained the overall purpose of food the tour well. The importance of appealing to the ages of students who are commonly looking for student-friendly locations and deals remained in my mind throughout the production of my work and therefore, I included deals throughout the magazine so that I could offer help along with the food tour information. As the overall aim of the tour was to increase number of young visitors to the City of York, I believe that my magazine acts as a good advertisement of the city so that older teens and young adults will view York as an attractive location which not only thrives with history but is now an up-and-coming trendy spot for young people.
  19. 19. What meaning and messages did you want to convey and were you successful? I wanted to convey the message that York is a student-friendly location and is uprising as a city of many cuisines that are rated highly my restaurant professionals as well as locals. I believe that I succeeded in doing so as I advertised the many popular restaurants/cafes within York through the food tour page and the rest of the zine. In addition to this, I incorporated nightlife and great study spots which I believe are key to student life. Not only that but I made sure that throughout the magazine that it was known that there are many deals on food and events within the city as money saving is crucial for students/ those with a part time job as most young adults do. I envision my magazine to be a digital resource for people who aren’t local to the city but are curious of the lifestyle of York and what it has to offer for tourists to read. Or perhaps, a magazine that could be placed within social areas/ common rooms at the two existing universities in York so that the freshers students feel welcomed and familiar with the city just by flipping through a few pages.
  20. 20. What feedback did you get from your peers and viewings? Feedback: “The magazine is very visually attractive, and the images complement the text well, It makes York look appealing and the amount of text in the restaurant reviews is perfect - bite-sized but informative. I really liked the clever way study spots were incorporated - this showed a good understanding of the potential audience as York is such a student-city. Students would really appreciate the discounts section you include. I also liked the use of First-person in your text - you could have used more of it i.e., one of MY favourites...I always like to...I found this place...When I visited the atmosphere was peaceful, but I know it can get really busy - so get here early! That sort of thing. It added to the open and honest friendly tone I think you were going for. We respond better to that personal touch. The written passages in the articles are, if anything, rather text-heavy. The text seems a little cramped - perhaps the volume of text could be reduced, or spread across a couple more pages, with sub-headings. That would allow me to leave it and come back to it, rather than feeling I had to read the entire text in one sitting. Certainly, line spacing needed increasing just a little. Subheadings would have given some idea of what the text was about, and allow me to skim read to the bits I was specifically interested in. The cramped text would potentially make those bits inaccessible for those with certain conditions - e.g. dyslexia. There’s one image that has text just overlapping it. I found that distracting and the different coloured background made it awkward to read.”
  21. 21. What feedback did you get from your peers and viewings? Feedback response: I agree that I successfully created a student-friendly magazine by including deals and ‘study spots’ as my main goal was to allow my product to be a safe resort for students to feel included in the lifestyle/nature of York. In addition to this, I agree that allowing the context of my text to be more predominantly first-person will allow the content to seem more relatable for the reader, especially for a younger audience. In addition to this, I agree that the pages of the zine are rather “text-heavy” and could therefore appear quite overwhelming for the reader. This is a trait. That I will try to avoid in future projects of mine, and I will include other elements onto the page instead of larger amounts of text and large images. I believe that the simplicity of the large text does not stand out as an exciting, fun-to-read quality which is what I want to endure for my audience.
  22. 22. What would you do differently in the future and why? In the future, I would ensure that my planning is more thorough. For example, I would ensure that I include more developed ideas and concepts into my planning as I believe that this is an area in which I lacked. This would’ve allowed me to test which design concepts would work best for my brand, I admit that by not doing this to the full capacity that I could have, I leapt into production without considering pre-existing design concepts that I envisioned my product to replicate. Another thing that I would choose to do differently is work in time with my schedule which I had planned. I am aware that I could’ve made my schedule more detailed so that I had a deeper understanding of my timeframe for research, to planning, to production. I worked outside of my schedule slightly and therefore fell behind which led to additional pressure to meet the project deadline.
  23. 23. What knowledge have you gained that would help you in the future to improve your project? Also, what knowledge from academic literature and professionals has helped and why? I have gained knowledge that will help me in future projects such as the significance of thoroughly researching my target audience. This is especially key when producing magazines as I am therefore able to cater the topics of the print work to my audience so that they feel engaged and feel the need to read on. An example of this in my own work is after carrying research on my audience through a survey, I applied the results of the interests of the younger demographic into my writing and surrounded my magazine with elements that were featured through my researching. Another key part of knowledge that I have gained is the format in which the typography in magazines is laid out on the pages. For example, I had to go back and alter the layout of the text a few times as I believed that it did not appear as I envisioned a typical magazine page should look. I did this by separating the text into columns and editing the paragraphs to fit into the text box shape, typically how magazine text does. However, on the Nightlife page for example, the text takes up a large majority of the page due to the fact that I did a lot of writing since I gathered a lot of information on the matter and therefore, I had to leave it as it was.
  24. 24. Action Plan This section will identify what you would do differently in the future and identify ways you could develop.
  25. 25. If you were making a similar project in the future, what would you do differently? If I were making a similar project in the future, I would research more digital and graphic effects which I am able to apply on Photoshop so that the quality of my work is increased. Additionally, I would ensure that the quality of work is equal throughout all the magazine pages to guarantee that there is a professional flow overall. This is because I found myself prioritizing certain pages whilst producing the zine and therefore some lacked in creativity and design whilst others succeeded. I would research by taking a closer look at double page spreads of pre- existing magazines or potentially fanzines as I often find that they are more artistic and have a scrappier, urban vibe which I admire. Not only that, but I would also investigate YouTube tutorials which offer support for those wanting to develop skills in media design so that I can become more familiar with the Photoshop software so that I can be more prepared to produce professional-looking content. Then, I would apply techniques that I had noted from my research to my work, and I believe then I would have more credit to give for my thought process behind the overall design.
  26. 26. How could you develop your skills for future projects? Please identify the appropriate resources and courses. For example, webpages, tutorials, books, short courses and qualifications. In order to develop my skills for future projects, I will research skills in digital design so that I am able to produce more professional materials that will overall contribute to my portfolio in order to allow me to potentially work professionally in media in the future. I also intend on looking into studying PR and advertising so that I can develop skills in social media management and media representation and so I believe focusing on creating content of that context in future projects again so that I can prepare myself. I can take my own independent time at home as an opportunity to study the many editing elements in which applications like Photoshop and PremierPro have to offer that I have not yet discovered or had the opportunity to apply to my work. I will do this my looking at YouTube video tutorials by media professionals or blogs which offer the same support. A few notable courses that I have applied for at university that will progress my media skills further are Design for Digital Media, Promotional Media: PR, Advertising and Branding, Digital Media Culture and Technology, Contemporary Media Cultures and Graphic and Media Design. As it appears, most of the courses are of the same nature e.g., they are focused on the design of the media industry and as an artistic person, I am excited to produce work that allows me to express my artistic talent.
  27. 27. What personal attributes could you develop to ensure you are working at a professional level? I believe that in order to ensure I am working at a professional I could study magazines/journalism in more depth and create my own brand through testing editing techniques that become recognizable. I will expand my knowledge on editing magazines so that I can gain experience for future projects that may apply. As I personally appreciate the 90s aesthetic, I intend on doing further research on the topic so that I can produce professional content inspired by that aesthetic. I will do this by studying media products from that time and applying the aesthetic qualities into my own work correctly. Additionally, I will expand my research and planning skills so that the outcome of my overall project design is much improved.

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