D&AD and YCN

To get an understanding of D&AD and YCN, I looked at various annuals that are produced yearly showcasing the professional and student work for the briefs set. A summary of the feels, impressions and response to these annuals are listed and explained below.

D&AD:

- Corporate

- Clean  - the thick satin stock along with the crystal white of the page reflects the pristine appearance to the design of many of the annuals. This reflects the corporate and business like impression that is given off from the annuals

- Structured

- Celebrates commercial paid work - this is reflected through the large amount of content in the annuals that is produced by proffessionals. Although D&AD say that they 'aim to reach young creatives from as far and wide as possible to offer inspiration, learning and genuine breaks on the way into industry.' this is not reflected in their annuals as there is a minimum amount of page space reserved to showcase students work that has been produced in response to the briefs set. This commercial aspect is reflected in the briefs that are set. It feels as though there is a limit to the level of experimentation that you can take on with a brief as they are looking for an outcome that can be produced and would work in the commercial environment

- Intimidating - the expressiveness of the annuals give off the impression that D&AD think that they are the best that they can be 


YCN

- Inspiring

- Expressive

- Celebration of both professional and student work - although in this case students are given less page space to showcase their work, the attitude between both sections of the annual are consistent and equally motivating 

- Motivating tone of voice - although this tone of voice is motivating it is also kept to an equal level. Therefore the text does not make you feel little of big in your shoes. The content is clear and easy to understand for all levels of ability

- The briefs have more of a social purpose rather than commercial. This gives them more direction for experimentation. The most successful outcomes take this on as an advantage to their concept behind their idea and focus on informed social research behind their outcome. 


What makes a successful outcome:

- Campaign - a design that works digitally and printed. It is able to be successfully transferred to any appropriate media. An example of this is the Nike campaign 'Just Do It'. This has been used digitally for advertising as well as printed on Nike products such as t-shirts. This demonstrates the applicability of the slogan and how the design can work with a range of medias. 

- Nothing should be left to interpretation - The work itself should clearly demonstrate what you are trying to say. This should then be supported by a short description that clearly states the aims and reasons behind the design

- The overall presentation of the final outcome - This is what will be judged or seen by others therefore is highly important in reflecting the hard work that has been put into the outcome. If a highly finished outcome has been produced then it should be photographed and documented in the same way. This is something to remember when completing any piece of work whether it be for a degree brief or a competition. 

- Simplicity - This is a key element that was picked up on in the successful designs that were presented in the competition annuals. Those who have the most visually appealing, appropriate and informed responses to a brief have come from a very simple idea that has been demonstrated through the outcome. This is another element that is important.