2. Download

A digital version of the magazine that can be purchased through apps such as the Amazon Kindle and iBooks. The magazine would be available to download to any device that this app is used on. Rather than being a subscriber to the magazine, having the magazine in this form would require each issue being purchased separately due to the functioning of the apps. Due to this being specific to work on a more limited amount of devices to the website, this would be a literal version of the physical magazine, with features such as being able to change the size of the text and to bookmark certain pages. 

This idea generated from a conversation had with a group of peers who were concerned about the requirement of needing internet connection to view the content. This provides an alternative that overcomes that issue as the audience would be able to download the magazine when they do have connection, and then read on the go. 

1. Website

An on screen version of the magazine that is available only for subscribers. The target audience would be able to interact with the content of the magazine on a range of different devices with the website being consistent across each size of screen. Features such as being able to manually turn the page as well as save imagery/articles from the magazine to a scrapbook are features that the magazine will withhold and enhance the experience of reading the magazine. Having it specifically for subscribers ensures that attraction is not taken away from the physical magazine as it will act as an extra for those select readers to enhance their experience of the content.

Sitemap and Wireframe:

Mood board:

The mood board demonstrates the colour schemes and features that could be transferred from print to screen. This provides a starting point of what could be included, which would then be tested against the target audience. 

Country Living - Reserch

This direction of research is influenced by wanting to gain an understanding of the company's identity so that the solution is not only appropriate to the audience but is fitting of the brand at current. This relates the consistancy that is present throughout their online profiles, website, apps and magazine. 

It is evident through looking through their social media and website that each of these platforms reflects the magazine issue in terms of the month/season that has been the most current release. So for example as it is winter and getting closer to Christmas, the design of their social media (more specifically Twitter) changes to fit with this through the use of a banner image. Their profile image is also of the most current issue. On Instagram, their profile remains consistent with their traditional colour palette olive green being used for the profile image. This is a colour that many readers typically associate with the magazine. 

Looking more specifically at the colours used, this image displays the Country Living title in a Royal Navy. This is another classic colour that is seen throughout certain elements of the magazine and their digital presence. This is further seen in different tonal variations on their calendar merchandise. This is all relating towards the understanding of the brand and the colours/typefaces that they use. 

Target Audience - The Design Process

Who

Will your interface appeal more to men or women?

- Through an initial analysis of the target audience and the content/design of the magazine and current website the interface the overall impression is that they are currently designed to appeal more to women than men. Through my own experience, men may be interested in certain articles however it is more likely through the suggestion of the female. 


Is your interface specific to a country?

- The brief states that the solution should revolve around Country Living UK. It should therefore be designed with this in mind however those in other countries would still be able to access and view the content. The culture is something that is important within this magazine. 


What

What are the most important features of what you are offering?

- The most important feature is transferring the experience of reading a physical magazine to on screen. This experience will involve features such as the movement of the page, the navigation of the page, as well as elements such as being able to save images/article for a later date or to store as inspiration. 
- Another feature is that the interface should enhance the experience of engaging with the content due the the positives and capabilities of an on screen media. For example being able to use motion video, hyperlinks, social media sharing and so on.


Why

Are the users looking for general information or do they need something to achieve a specific goal? 

- The TA are looking for general information as well as possibly having a motive to read the magazine. It could be seen as an area of inspiration as well as an informative platform.


Is spending time on the interface seen as essential or a luxury?

- This would depend on the specific individual. They may see reading the magazine as an essential due to the information that it holds. For example, they may be redecorating their home and therefore wish to gain knowledge of current styles and trends through reading the magazine. On the other hand, it could also be seen as a luxury as reading a magazine is seen as something you do for yourself and not because you have to. This experience should therefore be enjoyable and allow you to relax and take in the relevant information/enjoy the content. 



Are they already familiar with the service or product or do they need to be introduced to it?

- The TA are already familiar with the Country Living (UK) magazine however would not necessarily be aware of their screen presence. This is something that would need further research in. 



Are they looking for time sensitive information?

- In terms of news updates on a topic, this is not what the magazine provides. However, the content is specific to the season that the issue is being released in as well as the holiday events, garden activities, etc that are happening at that current time. 

Country Living - Typefaces

To ensure that the solution to the brief is consistent with the Country Living brand I have analysed the typefaces and colour schemes that they use. Although not all the correct typefaces can be used due to accessibility, those that are similar will be chosen to give a clear representation of what the website would be like if produced. 

Typefaces that have been highlighted as similar to those on the website:

Serif - Alexandra OsF Regular

Sans Serif - Avenir

From looking at the current Country Living (UK) website, it is clear that there are two distinct typefaces used. The serif typeface is typically used for the subheadings and headings whereas the sans-serif is used for body copy. This is common with most websites to ensure that there is a distinction between the different text purposes. Ways in which this could be transferred to the solution is that the majority of the subheadings and headings will be in a serif typeface and where there are larger areas of text a sans serif typeface will be used. Although there is research to suggest that a sans serif typeface is difficult to read on screen, this change would create a large inconsistency from the magazine. However, as the solution is solving the issue of having a magazine on a screen based device, this may be something to experiment with. 

Collage Design Adjustments

After receiving the feedback it was clear what adjustments needed to be made to the design. Firstly, there were mixed responses to whether the typeface for the back cover content should be the same or different to the text on the front. 

Through viewing both variations of serif and sans-serif, it has been decided that using Baskerville for the front and back cover text brings the design together and relates to the classic value of the book itself. The collage wording has been made smaller so that the title of the book stands out more. This makes it more obvious to those who are unaware of the book title.  

To show variation for the quote, Baskerville Italics has been used to show the difference between the main blurb text. The size of the text on the spine of the cover is larger than the above which is a variation that requires the design to be printed to determine which is the most appropriate. 

David Carson - website

Looking into the different ways in which websites work, the David Carson’s website was suggested to me. The page moves from left to right in a continuous form rather than scrolling up and down. On a mac this is easily navigated with the trackpad and on a PC the same effect is completed through the use of a scroller that you can slick on with the mouse. This motion is something that relates to the movement of the turning of a page due to the direction and therefore could be something that could be applied to the solution for the brief . This would enhance the user experience and to transfer the experience of reading a magazine to screen.

The Target Audience

The target audience of the magazine is something that needs precise analysis so that the solution is appropriate and effective to the audience. 

To firstly gain an understanding of the number of individuals who interact with Country Living on a regular basis, I looked at Statista for a statistical background. Through personal knowledge of the magazine there is already a general understanding of the target audience in terms of age range and sex. 
As the age range of the audience for the Country Living magazine is varied, it is something that needs careful consideration when developing a resolution for the brief. This is something that will be researched in more depth as the project develops. 

Primary Research:

Above are graphs that have been sourced through Statista, an online statistics portal. The graphs demonstrate the popularity of the magazine as well as how the audience interact with Country Living. Although the numbers for the statistics have been taken in America, it is still interesting and useful to see how many users interact with the media through a screen. 

I am attending the Country Living Fair therefore this is an opportunity to gather more accurate research. Whilst at the fair I plan on filling out a survey, tallying the age range of the target audience. This paired with other more focused questions will ensure that there is a precise target audience to aim the resolution at. 

Feedback

After experimenting with 2 different designs in response to this brief, a feedback discussion was held to determine which was the most appropriate and intriguing design to continue with. The two designs were printed and present in the discussion so that my peers could see the physical and digital version which is important as this is how the design will be viewed. 

As expected, the ambiguous response was not understood by many of the individuals in the discussion. This results in the design being successful however when explained  it was said that the response was 'lacking in excitement' and didn't 'wow' the individuals. This shows that this design does not hold the qualities that Penguin are looking for in response to the brief.

On the other hand, the comments towards the collage design were more positive and the cover was described as being 'very fitting to the story' whether that be with the design explained or not explained. When viewing the designs side by side this was also the cover that was pointed out as being the most 'eye-catching' and 'intriguing' due to the bold colour choice and arrangement of the collage. This is therefore the design that I will continue to work with. 

Coding

Language:

HTML - Hyper Text Markup Language

CSS - Cascading Style Sheets

(govern what is visible on a website)

Java - Android Language 

Javascript - Advanced effects and added interactivity (used for advanced features on a website)

SQL - Database language

PHP - Server based language

iOS - Apple language

Ruby - Twitter

When designing for screen, you are typically designing for browsers (HTML). Webpages may look the same but they look different on each web browser. If producing a website for the resolution to the brief, it would be important to research which browser the target audience use the most. This would ensure that the website works to it's best ability on the browser that the majority of the target audience use. 

- Google Chrome

- Safari 

- Firefox

- Opera 

- Internet Explorer


Devices:

- Laptops

- Tablet

- Mobile phones

- Televisions

A website needs to adapt (respond) to being on a different scale depending on the device that it is being used on. For example, a website viewed on a laptop is vertically viewed, however the same website viewed on a mobile phone is typically viewed horizontally.

The Amazon Kindle

One example of where the experience of reading a physical book has been transferred to a screen based piece of technology is the Amazon Kindle. Through the development of this device, Amazon have experimented and have been successful in enhancing a users experience and to ensure that the experience of reading a book is not lost. To do this they have adapted certain elements of a book to the Kindle. Some of these experiences are:

- The colour of the the screen. The off white colour of the Kindle screen reflects that of the paper used in books. This is not only something that reflects the printed version of the book but it also makes it easier to read the text due to the lower glare of the screen. This also benefits when using the device in sunlight as the screen has been made so that the light does not reflect off the screen. 

- To turn the page there are different effects that you can turn on or off to change the appearance of the screen when you move forward or back in the book. To turn the page, the user swipes from left to right or right to left or depending on the model, small buttons are used to navigate to each page. 

As well as the device, Amazon also have the Kindle application that is available on iOS and Android devices. This is where they have tried to replicate the experience of using the kindle to other devices. However, consideration in how the devices work has clearly been taken due to different devices functioning in different ways. For example, some of the models of Kindle require the click of a physical button to turn the page, whereas on a mobile device this movement is completed through swiping left or right on the screen. 

Living North

Living North is one of the competitors of Country Living (UK). As well as sharing similar characteristics in their magazine designs, there are also similarities between some of the content articles. However, their online profiles are distinctively different. 

Although there are consistencies with the magazine and the website, there are less than there are with Country Living. The website maintains a black and white colour scheme with subtle hints of colour for the different topic areas to the website. Looking more closely at the articles on the webpage, the long line length makes it difficult to read the text, especially when it is a lengthy article. However, in most cases, bold text separates the different areas to the article therefore if you are scim reading then you can find the appropriate text for you. 

In terms of the user interface experience, the website is clear to navigate and understand at first glance. The grid design allows for a large border to the left and right of the centre which can be seen as a positive as it means that the page is not overcrowded, however could also be seen as a negative as there is a lot to read and understand in a smaller amount of space. 

There are small elements of interaction to the website, such as clicking left or right to view more images however the other interactive elements are what you'd typically expect to see from a website. This therefore demonstrates that the experience of reading the magazine is not reflected in the reading of the website. There is one obvious reason for this and that is because one is print and the other screen. However, the reading experience is something that could be transferred to screen to enhance the user experience. 

The user experience of the magazine

Many predicted a number of years ago that print would now be dead. To contradict this, there is now a trend/fashion of reading magazines. However, with the movement of technology going the way that it is, there is an increase in demand for this platform to work with a screen. However to ensure that the experience is enhanced through the use of screen and to maximize the capabilities, it is important to analyse the user experience of reading a physical magazine. 



The Country Living (UK) magazine

The magazine is one that sits comfortably in a magazine rack as well as in your hands to read. The slightly larger than A4 magazine adjusts its content and design to the month that it is being released. For example, the November issues maintains an autumn colour scheme of oranges, red and brown as well as including content related to halloween. This theme is always clearly demonstrated through the front cover imagery and the colour of the masthead. 

The first page of the magazine is always an advertisement which is typically looked over by the reader. This then leads on to the Contents page and the Editors 'note'. This is a very personal and engaging piece of text that is present in each monthly issue. Each section of the magazine is separated under topic titles; 

As a reader of the magazine I am able to record my feelings towards the magazine as well as others:

User experience

- Gives you that feeling of home due to the content of the magazine as well as the homely images/products that are featured in the magazine

- Inspirational content - there is often creative pages giving instructions on how to produce certain objects such as christmas decorations, cushions, etc.

- The pages cleanly rip out which makes them easy to store as inspiration rather than keeping the whole magazine

- The quirky design of each page sets it aside from other more grid like magazines

Each of these experiences are ones that need to be successfully transferred to the experience of using the magazine through a screen based device. Although this is not to draw attention away from the magazine, it should be used to enhance the experience of reading the magazine and explore the different ways in which the content can be recieve. 

Country Living

The Country Living (UK) magazine is published by Hearst UK. This company runs on an international scale with 19 magazine in the UK and over 21 U.S titles with 300 international additions.  Looking more closely at Country Living UK itself, the content is available on a range of different platforms; Magazine (print), Website, Apps as well as social media profiles. The initial magazine therefore has a vast presence in the print and digital world. Although there are connections between the content printed in the magazine and those on the website, they are displayed in different forms. 

For example, the articles that are posted on the website have hyperlinks to materials, artists or other relevant content to the article. This is something that can only be done on a digital interface and is not possible with print. However, this is an advantage of having the articles on both reading platforms. As a reader of the magazine, being able to access this extra information through the website articles is highly beneficial and enhances the reader's experience. 

Analysis of the Country Living (UK) website:

- Consistent theme throughout the website and with the other collateral (Colour palette, typefaces, tone of voice)

- The off white of the website background colour enhances the reader's experience as there is less glare from the screen - this could be further improved

- The top banner of the screen moves as you scroll down the page which allows for the articles to sit in a banner of white space. This gives each page a focus and removes the other more bold designs so that your eyes aren't diverted away from the main focus. 

- Hyperlinks are present throughout the articles to take you to relevant areas such as purchasing the materials for the demonstrated crafts

- Content links between the website and magazine; some of the articles posted on the website are repeated on the website however contain more of a detailed accompanying article

The Skinny - Online

From Studio Brief 01, I became aware of magazine websites that had a digital version of their physical print. An example of this is The Skinny. 

The overall appearance of the first page reflects the front cover of the physical magazine however involves digital elements such as the page turning arrows. This is used to navigate the magazine.  

Although the above screenshots are of the enlarged image, the text is still difficult to read due to the white of the 'paper' and the overall size of the copy display. There are a range of viewing options at the bottom right of the screen; zooming out, viewing a singular or double page and an overview of the double pages. The readability of the digital magazine could be improved by adjusting the colour of the pages to an off white to reduce the glare from a screen. 

However, there are positives of this user interface. There are arrows to the left and right of the double pages which when clicked move to the next or previous page. Rather than the pages simply reloading, they reflect the movement of turning a physical magazine page. This can also be controlled by the arrows on the keypad which further enhances the user experience.

Peer Discussion

Having a small discussion group for this brief has so far been very beneficial. This is due to the group being more open about suggestions in the discussion as well as giving more of a personal opinion. From this I was given a number of different websites to look at for inspiration and to analyse the processes that they use to enhance the user experience. This is important as having an understanding of the user experiences that are already accessible will enhance my understanding of a successful user interface and therefore informing the resolution for the brief.

Idea generation

The next stage of completing this brief is the idea generation of the resolution that is going to be produced in response to the brief. Taking into consideration the details of the brief as well as the responses received in the questionnaire, I have chosen to develop ideas around the British moment, afternoon tea. Further on from this, there are a number of different avenues that this could be communicated through a piece of creative. However, on discussion the occasion of afternoon tea, it is an event that is prepared for by others. For example. Betty's is a traditional and well known location where you would go for afternoon tea. In summary, it is not something that you typically do for yourself/friends in a home environment. This is something that can be taken as a positive or negative. Will this mean the creative will not be of interest to those who are buying the gin? Or, will it open up an opportunity to them? If so, then this is something that needs to be communicated through the design.

1. A poster campaign. The posters would advertise to their existing and new audience the occasion of afternoon tea, promoted by Greenall's. The concept behind this is to give the audience the idea of throwing their own afternoon tea event.

2. A Tag - The tag would be sold with the gin bottle in supermarkets and other locations where the gin is sold. On the tag there would be promotional wording to encourage the audience to hold their own afternoon tea event where they would make the recipe that is given on the reverse side of the tag. 

Both ideas work with the inclusion of illustrations which is one of the personal aims for completing this brief. 

Obvious Response

The obvious response to this brief would be to produce something involving Holocomb Kansas, a footprint or blood related features. These are aspects that previous covers have explored as well as being the response of some of my peers work. For this direction to work it would have to stand alone against the other designs which is where the other responses that have been experimented with come in mind. Therefore, producing an obvious response to this brief is something that as a designer I do not agree with doing. 

The Old Marketing Print Co.

The Old Marketing Print C are a bespoke screen printing stationery brand. I have analysed their design work as it specifically relates to my illustrative practise that I have aimed to include in responding to this brief. Their designs are ones that I use for inspiration to my own personal practise.  

One method that the company use to highlight important information on their designs or to centralise the text is by producing the illustrations around the written content. These designs are typically floral and therefore mainly aimed at the more feminine target audience. This relates to the feminine target audience of gin in general however is less relatable to mixed gender of Greenall's.

Concept

An alternative way of answering a brief that I have been working on for another module is creating a problem that the response to the brief will solve. Through reading through the Greenall's Gin brief, a problem has been devised to ensure that the creative is appropriate in answering what is required. 

Greenall's Gin is known as and owned by Quintessential Brands. This is an aspect that they would like to be transferred through a piece of creative, promoting a quintessential British moment in a contemporary way, that has Greenall's at the heart. 

In other words, the problem is that there is currently no supporting creative that demonstrates this relationship of quintessential British moments and Greenall's Gin. This link therefore demonstrates the initial concept in responding to the brief. 

Illustrations - Gin related

The below images are those that of collateral that is focused around gin with the inclusion of an illustrative style. Including my own illustrative style in responding to this brief is the main aim that was set at the beginning of responding to the brief. These examples demonstrate how the subject and illustration style can be brought together to produce a piece of creative. It also demonstrates how including the ingredients involved in the drink can add detail to the design as well as being more informative to the audience. These are aspects to consider when producing ideas and a resolution. 

The Brief - Identification of Problem

The brief set is to create an immersive and engaging screen based user experience for a media of your choice. To ensure answering the brief has a direction, a devised problem has been developed through the responses made to the editorial problem survey.

Problem - In a digital world the tactile experience of reading an editorial is lost through the use of screen due to the physical experience not being successfully transferred.


Question - How can the experience of reading a physical be transferred to a screen


Focused Question - How can the experience of reading the Country Living magazine be transferred to screen


Objectives/Aims

Reading a magazine is an experience that many of us are involved in in day to day life. The experience of turning the page, ripping out articles to save and reading those extra details are all part of the experience of reading a physical magazine. However, this is something that has currently not been successfully transferred to an online platform. As well as the positives of a magazine experience, there can sometimes be challenges that the reader faces such as not having access to the physical copies of every magazine you are interested in and if you do, it may be in your magazine rack at home whilst you ride the train to work. The objective of this brief is to produce a piece of creative for Country Living (UK) that will overcome the issues of physical editorials and allow for a positive experience with engaging with the magazine content through screen. The aim is not to draw the readers away from the magazine but to enhance their experience with the company and to transfer the experience of reading a physical magazine to a screen.


Target Audience

The target audience will primarily be the readers of the physical magazine. This is typically women who have an interest in interiors, craft and the outdoor living style. As the target audience is quite varied in age, the resolution must be easy to navigate and easily understood for all members of the audience. 

Deliverables

The resolution for this brief should be answering the question to it's full advantage. Careful consideration is needed in deciding the platform of which is going to be used to resolve the brief as well as the target audience that will be the primary users. 

Session with Only, Design Studio

Something that stood out from the talk by Only was the process that they go through with every brief that they are working on. This involves:

1. Research 

- Audience

- Market

- Profiles of members of the audience (these can be used to reference back to for every decision that is made)

2. Wireframing (invision)

- Product production

- Product testing

- This process demonstrates that not everything is obvious to the audience. Testing the product ensures that the audience can navigate the design as well as highlighting any areas that need improving. This is important when dealing with the user experience of screen based design. 

3. Design

- Putting the templates together

- Further testing with the target audience

4. Front End

- Exploring the vision of the design

- This is where after effects begins to be appropriate for this brief. As the brief is to design a screen based experience, after effects is an important way of demonstrating how this will work if created. 

TOMS

One aspect of the creative that has been discussed is including a link to a charitable organisation. One company that helps those in needs is TOMS. TOMS is known as the 'One for One' retailer. For every pair of shoes purchased they give a child in need a pair of shoes. As well as this, every pair of eyewear purchased, they will 'help give sight to a person in need'. This is an example of how an individual can purchase a product and give back to charity at the same time. It is also an example of how a company can donate some of their proceeds to charity. This links to Greenall's as they brand themselves as being at 'the heart of every social scene'. This demonstrates that they value each member of their audience and therefore see them with more value than just a consumer of their product. Adding this charitable aspect to the creative as well as presenting the idea that for every bottle of Greenall's Gin bought, a chosen percentage is donated to charity, will possibly set m competition aside from others. This adds a unique element to the designs and shows deeper consideration to the impact that the company could have on their target audience. 

Editorial Problems

The of my personal aims for this brief is to work on a topic area of my interest and that will relate to my practise. One of these subject areas is Editorial. To identify a range of problems with reading an editorial, the following questions were asked to a group of peers. This process led to the final identification of the problem. 

What problems do you have when reading an editorial of your choice?

- To save pages I have to rip them out of the magazine. This can ruin the experience of reading for other members of my family - sometimes the publication is too nice to do this

- The pages often get creased through transporting the magazine from place to place (shop to home, home to a friends house). This ruins the aesthetic of the design

- Coffee/food staining the magazine or book, this ruins the look and makes me want to put it away rather than display it

- I often lose track of what issue I last purchased and therefore sometimes miss the next issue

- Forget what page i'm on

Each of these comments is valuable to the making of a problem in which a solution through a screen based design could be produced. In particular, it was interesting to hear that many of the comments were focused around not being able to read the desired publication when not at home. Although this could be solved through carrying the publication with you, it can become an inconvenience and then the pages could become damaged.

Where do you typically read an editorial? (at home, on the go, coffee shop, etc)

- At home

- On the train

- Public transport

- Coffee Shop


Although many more comments were received, the above three are the most common that were mentioned.  3 out of 4 of the locations were away from the individuals homes, highlighting that the transport ability of an editorial is important. This may be through the size of the publication and/or the durability of the paper.


Would you consider using a screen based device to overcome the issues you mentioned? Why?

- Yes, would have to be able to use on a range of devices though

- No, like the hand held feel of an editorial

- Depending on the content yes. If it were a editorial that I buy because of the appearance and aesthetic then I would not like to read it through screen. Otherwise, a standard magazine would be great

- Yes, I would be able to manage my issues more efficiently and keep track of those that I have already read

Initial Ideas - Problem to Outcome

After working through the experience of a number of different screen based interfaces, the initial idea generation began, focusing around the problems that individuals experience in everyday life. Various discussions were had with peers to gather these problems and discuss how they could be overcome through the use of a screen.

Cooking Problems:

- Recipe books get dirty, especially when baking. This is the same issue that occurs when following a recipe on a screen based device.

- When following a recipe on a screen device the following problems arise: screen dirty from touching, continuously having to unlock phone, device can get in the way, having to have multiple apps open (timer, web browser, music)

- Having a variety of ingredients but not knowing what to make with them 

Ideas to resolve these problems:

- An outcome that would involve being able to search for recipes and save them to  a personal recipe book. When the device that you are using locks you would be able to speak to the device (much like siri) to repeat steps to you, convert measurements, etc. This would solve the issue of having to touch the device with dirty hands and therefore make the process of using a recipe from a screen device much easier.

- An outcome that would solve the problem of not knowing what to make with the ingredients that you have is a meal generator. You would be able to input your ingredients into the programme which would then generate recipes for you to browse through and choose. As this could bring up a range of options, it would be appropriate to include the option of 'specifications' for the recipes. 

Working through the discussion with peers in this way has helped to identify the differences of identifying a problem and thinking of ideas. The problem must come first and then the ideas are appropriate solutions to the problem, informed by research and the target audience that it would be most appropriate for. 

Screen Based Experiences

In a group of four we discussed current interfaces and screen based media to start the idea generation for this brief. As well as outlining various interface experiences we also discussed the user experience. It then became evident that as we use these interfaces on a daily basis, we can easily see what makes a good/bad user experience. 

Amazon Prime 
- Frustrating to use due to the poor organisation of each page
- Getting to the program that you want is a long process due to the design of the website
- Although the main page may have similar qualities to its competitors, the design does not give the audience that excitement feeling that they get from other streaming websites such as Netflix

This is a demonstration of a poor user interface. The audience is of key importance when designing for screen and it is evident that the design has not been tested on the audience before being produced sufficiently. This is something that is of importance to consider when designing for a particular audience. Although you may think a design will work, the only way that this can be fully determined is by testing it on the audience. 

Ambiguous response

A fact that is unknown to the reader until the first few pages of the book is that there are some family members that were not involved in the murders. The Clutter family consists of Mr and Mrs Clutter and their four children, Eve Anna, Beverly, Nancy and Kenyon. This response is something that demonstrates the number of individuals in the family and demonstrating how many were lost in the tragic shootings. The cover also adds an element of mystery as it does not instantly become clear as to what the book is about. This is something that was described as being 'bold' and 'slightly shocking' which are words that are used in the brief. 

The three colour colour scheme relates to other crime genres and therefore may not stand out against others in a bookshop environment or when being viewed on the internet. However, the ambiguous use of the numbers to represent the family members is something that sets this design apart from others of its genre. 

Direction Focus / Survey

Although there are many directions in which the brief could be taken, having a focus will allow for detailed research to be conducted and therefore producing a well a informed piece of design. In a discussion with peers, the favoured 'British moment' was the afternoon tea. This is something that was mentioned in the brief therefore there is a higher chance of other submissions being focused on this area. To produce something that is different for the competition brief, it would be more beneficial to select something that I have discovered through research or to take this moment in an alternative direction. To go for a less obvious quintessential moment would be a risk as it may not be recognised by Greenall's therefore they would be less likely to have an interest in the creative produced. On the other hand this could work to an advantage as it shows that I have produced something that they would have not previously considered.
Each of these directions have their pros and cons therefore further research is needed to inform the direction.

To reach out to the target audience that the creative will be designed for, I set up a survey to help with the direction process. The survey is aimed at those who drink gin which was made clear in the description to ensure that it was not answered by those who did not have an interest in the subject.

Questions & Responses:

Are you male or female?

Male - 6

Female - 15


How old are you?

18 - 24 - 2

25 - 35 - 0 

36 - 42 - 8

43 - 50 - 10

51 - 60 - 0

60 & over - 0



On what occasions do you drink gin?

Socialising with friends (at home) - 8

Socialising with friends (at a bar) - 8

Socialising (in general) - 9

Other (please specify) - 6
- At Christmas when we make our own slo gin
- It's an occasional drink


What would you say is the most recognised quintessential British moment?

Afternoon Tea - 18

Picnic - 2

Horse/Dog racing - 0

Country Shows - 1

Other - 0


Have you ever been involved in any of these occassions?

Yes - 21

No - 0


When buying gin from the shop, would you be attracted to a gin that came with 'something extra' over your usual choice? (e.g a recipe tag or limited edition packaging)

I don't buy gin - 6

Yes - 10

No - 5


If you answered yes to the last question, please specify what would attract you the most.

I answered no - 9

Limited edition packaging - 1

A recipe involving gin - 4

A coaster - 1

A gift - 2

Other (please specify) - 2
- Sold along with a good quality tonic water
- Exciting flavours to try


Although when advertising this survey to be answered, it was specified that it was aimed at those who drink or have an interest in gin, there were still responses from those who did not fit this criteria. However, this is beneficial for those questions where gin was not necessarily relevant. Using this method of research has also highlighted that a range of responses can be received as you are reaching out to a larger target audience than perhaps your peers. The responses have also helped in guiding the direction that the brief will be taken in. Although Afternoon Tea may be the most obvious choice for the creative resolution to the brief, it is the most recognised by the target audience which is an important aspect of the requirements set by Greenall's. The survey has also highlighted that the gin audience is more female than male. This is an aspect that will inform the design decisions made, as well as the overall appearance of the designs.