Section 2 - Factors influencing product design

Question 1

What are the 5 purposes for a media product?

Answer 1

• Advertise/Promote
• Educate
• Inform
• Influence
• Entertain

Question 2

Advertise/Promote purpose of a media product

Answer 2

There a wide range of media products with this purpose including print adverts such as billboards, posters and leaflets, TV/radio advertising as well as online banner advertising on websites and social media.

Question 3

Educate purpose of a media product

Answer 3

Many media products aim to educate. Textbooks combine text, images and photos and are suited to independent study and revision. eLearning products are able to add interaction and video to the learning experience. Apps and games are able to teach through play.

Question 4

Inform purpose of a media product

Answer 4

Posters are often used to display information such as your location on a map in a theme park. Information leaflets on health or financial products also help to inform.

Question 5

Entertain purpose of a media product

Answer 5

Most people spend a large amount of time each day being entertained by media products including TV shows, films, radio broadcasts, books, apps and computer games. Remember, many broadcasters need to make their content as compelling as possible as they make their money from advertising between programs.

Question 6

Influence purpose of a media product

Answer 6

Media products often aim to influence behaviour. This may be used as part of advertising. It may also be used by governments or schools to promote healthy or safe behaviours.

Question 7

How is colour used in media products? (2)

Answer 7

• Colour choices may be used to create a mood or feeling from a media product.
• They might also be used to make certain objects stand out or draw attention to a particular element.

Question 8

Warm colours in media

Answer 8

Warm shades are associated with the sun, fire and heat. They work well in creating a warm and inviting feel. Reds may be used to attract the eye to key messages.

Question 9

Cool colours in media

Answer 9

These are associated with water and ice, and can be calming and peaceful. Shades of green are often used for products that are environmental, natural or related to money.

Question 10

How can you create mood in a media product?

Answer 10

Different combinations of colours are used to create a mood within a graphic product.

Question 11

Harmonious colours in media

Answer 11

Harmonious colours, also known as analogous colours, are found next to each other on the colour wheel, for example purple, purple-blue, blue. Together, these colours create a feeling of calm.

Question 12

Complementary colours in media

Answer 12

Complementary colours, also known as opposite colours, are found directly opposite each other on the colour wheel, for example blue and orange. Placing complementary colours next to each other gives a vivid, vibrant and exciting feel which adds drama to a product.

Question 13

You are designing a poster promoting a summer beach holiday club for children. Explain the colours you would use for the campaign. [2]

Answer 13

A use of complementary bright colours such as orange and blue [1] would be appealing to the children [1] (who would pester their parents to buy the holiday) and help to give the feeling of warm sun and sea. [1] Alternatively, harmonious colours, such as oranges and yellows, [1] would help to give a warm summery feeling. [1]

Question 14

Positioning of elements

Answer 14

Elements of media products need to be carefully positioned to achieve a pleasing composition.

Question 15

Conventions of genre

Answer 15

Different genres will use typical components and techniques. These are known as conventions.

Question 16

Style of audio representation

Answer 16

When presenting media using audio, the style of the product will change based on the purpose.

Question 17

Adaptation to purpose (billboards + flyers)

Answer 17

Different media products are adapted to meet different purposes. For example, billboard advertisements aim to build brand awareness of something. Drivers have little time to view a billboard, so very little text is used and the visual impact is key however with flyers, consumers have more time to read them so more information about the product is included.

Question 18

Formal and informal language

Answer 18

The language used in media products may be formal or informal. The purpose of the product will affect the type of language used. For instance, a textbook aims to educate, so will use more formal language, whereas a comic strip, used to entertain, may use shorter sentences. slang and informal language.

Question 19

Tone of language

Answer 19

It is important that the tone of language used in a media product matches the purpose of the product. A newspaper might use a serious, logical and balanced tone to give a feeling of trust. By contrast, an opinion column may make use of a critical or forceful tone to help persuade an audience towards a point of view or campaign the paper is running.

Question 20

A content creator is working for a local charity for homeless people and creating a blog post for their website. The post will discuss the difficulties of living on the streets whilst hoping to encourage people to donate to the charity. Explain two ways in which the content creator’s use of language may help in encouraging people to donate to the charity. [4]

Answer 20

The language used is likely to be formal [1] as this will help to build trust in the charity and their campaign. [1] When quoting homeless people, informal language may be used [1] so that the language appears authentic [1]

Question 21

What is the target audience?

Answer 21

The target audience is the set of people who are media product is aimed at

Question 22

What are the characteristics of the target audience known as?

Answer 22

The demographics

Question 23

What will happen when the makers of a film know the demographics of the target audience?

Answer 23

They will then use this to choose which segment of the population the marketing campaign should be aimed at.

Question 24

Audience demographics - Location

Answer 24

If a local cake shop is only able to deliver cakes up to 10 miles away, the target audience’s location would be people who live within 10 miles of the shop. Products may have a target audience that is local, national or international.

Question 25

Audience demographics - Ethnicity

Answer 25

Ethnic groups are defines as a group of people who have a common culture, country, religion or language. Media products may focus on a particular ethnicity. It is important not to offend or alienate anyone within the content of a media product.

Question 26

Audience demographics - Interests / lifestyle

Answer 26

By understanding the hobbies and interests of an audience, media producers can identify what engages them. For instance, an outdoor adventure company has established that most of their customers enjoy horse riding. If a designer of a leaflet knows this, they may focus on the interest of horse riding more than other facilities.

Question 27

Audience demographics - Gender

Answer 27

Media products may be aimed more towards one gender than another. It is important that advertising and designs do not stereotype gender roles even if the target audience for a product is more likely to be one gender.

Question 28

Audience demographics - Occupation / Income

Answer 28

An occupation is the type of job that an audience does. When segmenting by occupation and audience, the category may be broad, for instance, middle income earners who work in an office.

Question 29

Audience demographics - Education

Answer 29

Audiences are often segmented by the highest level of education they have achieved such as GCSEs, A Levels or degrees. Some publications may specifically aim at an audience with specialist knowledge in an area.

Question 30

Audience demographics - Age

Answer 30

Age groups may be clearly defined, such as 18 - 24, or use descriptive terms such as ‘teenagers’ or ‘retired people’.

Question 31

You are designing a poster advertising a new feature film about camping and fishing. The film is aimed at 7-10 year olds. One category of audience segmentation would be by age. [2]
(a) Identify one other category of audience segmentation.
(b) Explain one way that the identified age group will affect the poster design.

Answer 31

(a) Interests / lifestyle [1], whether they like camping/fishing [1]
(b) Simple language [1] will be used so that they can understand it easily. [1] Use of bright colours [1] should be considered as this will appeal to the age group. [1]

Question 32

Before creating a media product, what is important for everyone involved to understand?

Answer 32

The client requirements. These requirements will be given in the client brief.

Question 33

Client brief formats

Answer 33

The client brief is usually a written document that gives the key requirements of a project. Key people involved in the project, such as a campaign manager, production manager, and creative director will have meetings or discussions to develop the final client requirements. It is important that the creative team have asked sufficient questions so that they understand the purpose of the project they are working on. Meetings may be formal or informal. The budget for any project will often need to be negotiated. Briefs may be communicated as paper documents, attachments to email or via other electronic documents.

Question 34

Project constraints

Answer 34

A client brief often contains mandatory requirements that the product must meet. These may be technical, such as a three-fold leaflet, or creative constrains, such as the need to use a bright colour scheme. Client briefs can constrain the possible options that are available in the planning and production of media products.

Question 35

Explain how a client brief would inform a graphic designer in the pre-production planning stage. [2]

Answer 35

The client requirements contained in the brief [1] will give guidance on/constrain what can be used when generating ideas [1] during the pre-production planning.

Question 36

Audience demographics: (7)

Answer 36

• Location
• Ethnicity
• Interests/lifestyle
• Gender
• Occupation/Income
• Education
• Age

Question 37

Client requirements: (7)

Answer 37

• Type of product
• Timescales
• Audience
• Purpose
• Client ethos
• Content
• Genre, style and theme

Question 38

Client requirements - Type of product

Answer 38

The product that is being commissioned. For example, ‘print posters for bus shelters’.

Question 39

Client requirements - Timescales

Answer 39

Key dates and deadlines for the project

Question 40

Client requirements - Audience

Answer 40

This will show which segment of people are being targeted - for example, boys aged 13-16.

Question 41

Client requirements - Purpose

Answer 41

The key objective for the media product, such as to advertise or influence.

Question 42

Client requirements - Client ethos

Answer 42

The media product will need to align with the client’s values and beliefs.

Question 43

Client requirements - Content

Answer 43

The components that need to be part of the media product, such as key information, images, video, sound or functionality.

Question 44

Client requirements - Genre, style and theme

Answer 44

The look and feel of the product. This may include the ‘brand voice’, and any emotions that the product should generate in the audience.

Question 45

Primary research methods

Answer 45

Primary research is data or research, that is collected directly from customers, surveys or focus groups.

Question 46

Research methods

Answer 46

Before a client brief is created, or during the planning phase, it often important to research the target audience and what will appeal to them. Research may also be carried out during the production phase.

Question 47

Research data: (2)

Answer 47

• Quantitative information
• Qualitative information

Question 48

Quantitative information

Answer 48

This makes use of data which can be measured numerically - think ‘quantity’. For instance, if a survey showed that 63% of people preferred a colour scheme to be blue this would be quantitative information.

Question 49

Qualitative information

Answer 49

This gives fuller descriptions from research - think ‘quality’. For instance, an open question on the layout of a page may determine that is is cluttered, confused and contains too much information - this is a ‘quality’ of the design.

Question 50

Primary research methods (4)

Answer 50

• Focus groups
• Interviews
• Online surveys
• Quentionnaires

Question 51

Primary research methods - Focus groups (+/-)

Answer 51

These consist of a group of people chosen to represent the target audience to discuss and give opinions about a product
+ Used to share sample material with the group and hold a discussion
- Only a small sample that might not be representative of the entire target audience

Question 52

Primary research methods - Interviews (+/-)

Answer 52

These take place with individuals or small groups of people. Researchers have conversations on a topic either face to face, online or via telephone.
+ Used to get detailed answers to questions and can ask for clarification
- Time consuming way to collect data

Question 53

Primary research methods - Online surveys (+/-)

Answer 53

Electronic forms are used to gather data from a large sample of individuals. There could be a mixture of open and closed questions.
+ Large data sets may be collected quickly then automatically analysed by a computer.
- Participants need an Internet connection and the technical ability to be able to complete the survey.

Question 54

Secondary research methods (2+/2-)

Answer 54

Secondary research is the use of data and information that already exists. For instance, when making a documentary, books, archive material, recordings and footage may be used.
+ Typically cheaper as the more costly data gathering has already been completed by someone else.
+ May be combined with primary research methods
- Not always in a suitable format or an adequate answer to specific questions
- Researchers must check how trustworthy and reliable the source is

Question 55

Secondary research methods - Television (+/-)

Answer 55

+ Good for obtaining quotes and video footage of events.
- It takes time to go through footage to find the correct clip.

Question 56

Secondary research methods - Books and journals (2+/2-)

Answer 56

+ Publishers employ editors to check facts, so these are normally reliable sources.
+ Academic and scientific journals will use peer review where other experts check the content.
- Books and journals are expensive to buy.
- It takes time to find the relevant information.

Question 57

Secondary research methods - Websites on the internet (2+/-)

Answer 57

+ Quick and easy to check
+ Many sites are free to use
- There is a wide variation of quality

Question 58

Secondary research methods - Newspapers (+/-)

Answer 58

+ As with books, an editor will help to ensure quality.
- Many articles draw on secondary research and may be interpretations of the original findings.

Question 59

Media codes

Answer 59

Media products may make use of media codes and conventions that help convey meaning, create impact and engage audiences.

Question 60

Media codes (3)

Answer 60

• Symbolic codes
• Technical codes
• Written codes

Question 61

Symbolic codes

Answer 61

Symbolic codes are not part of the media product itself, but part of our experience within society. For example, a man kneeling down and giving a woman a ring would be a symbolic code for asking to get married. Symbolic codes are created by acting, colour and mise-en-scène (arrangement of the set, props, costume and actors)

Question 62

Technical codes

Answer 62

Technical codes are specific to the type of media product being created. For example, a film could use very fast plans and cuts during a car chase. This would be a technical code to suggest speed and urgency. However, this technical code could not be used on a poster. Technical codes are created by camera techniques, transitions, movement, lighting and audio.

Question 63

Written codes

Answer 63

Written codes are specific to the printed language and spoken language (dialogue) used in media products. For example, a poster for a period drama may use a traditional font and formal language to help users understand that the film is set in the past. Written codes are created by style of language, dialogue and typography.

Question 64

Media codes - Colour

Answer 64

Colour helps to give media products mood and feeling. For example, black and dark colours may be used to suggest secrecy and suspense whilst warm harmonious colours are symbolic codes from a lamp are symbolic codes that help to convey positivity.

Question 65

Media codes - Graphics

Answer 65

Graphics can be used differently to influence or advertise and reach the audience in different ways. For instance, traditional graphics and clean lines will give a sophisticated and stylish feel whilst vibrant colours and flowing font will help to give a refreshing feel.

Question 66

Media codes - Typography

Answer 66

Typography refers to the style and size of the lettering used in a design. Designers will spend a long time choosing or designing a font style that conveys a certain meaning or creates an impact. Emphasis is created using specific font types along with bold and italic variations.

Question 67

Media codes - Typography - Sans serif

Answer 67

Sans-serif typefaces are often used with modern designs. especially where they are appealing to a more youthful audience. Sans-serif fonts are often easier to read on smartphones and computer displays.

Question 68

Media codes - Typography - Serif

Answer 68

A serif typeface has small additional lines or strokes on the beginning and end of each letter. These help to create a traditional look. They are commonly used in books, newspapers and magazines as they make large quantities of text easier to read.

Question 69

Media codes - Typography - Decorative

Answer 69

Decorative typefaces allow the designer to give additional meaning or impact to words. They are often harder to read so only used occasionally, such as for a title or logo.

Question 70

Camera shots and angles

Answer 70

A camera shot refers to what is seen in the frame - what can be seen through the camera. They are useful in establishing the setting and characters in a scene. The camera angle refers to the position of the camera in relation to the subject or object. They are used to help the viewer understand the scene, for example, the relationships between two characters. A scene might be filmed using multiple camera shots and angles, combined in post - production.

Question 71

Close-up shot

Answer 71

A close-up shot is taken at close range to the subject. A close-up allows the viewer to see detail such as expressions or emotions. It can also highlight a pattern or detail on an object.

Question 72

Extreme close-up shot

Answer 72

An extreme close-up shot focuses on a small part of the subject such as the eyes or mouth. This shot tells the viewer exactly where to look and can effectively communicate the emotional state of the subject. It can also focus on a specific part of an object, highlighting a small, but important, detail that might otherwise be missed.

Question 73

Medium shot

Answer 73

A medium shot or mid shot shows an actor or group of actors from the waist up. It is used to capture conversations whilst giving some information about the setting and the body language of the subjects. It is the standard shot used for interviews for dialogue.

Question 74

Long shot

Answer 74

A long shot, also known as a wide shot, shows the characters and objects in their surroundings. It helps immerse the audience into the film and is often used in establishing shots. It’s also used for action scenes to give the viewer a broad view of the action.

Question 75

Extreme long shot

Answer 75

An extreme long shot, or extreme wide, gives impressive views of the location. Ariel shots may sweep across mountains or to show entire cities.

Question 76

Low angle shot

Answer 76

A low angle shot is achieved by pointing the camera up from a low height at the subject or object. This has the effect of making the subject look larger and more important. It can be combined with a high angle shot to show the difference in power between two characters.

Question 77

High angle shot

Answer 77

A high angle shot positions the camera higher than the subject, pointing down at them. This can make the character seem weak or vulnerable. It can also give a sense of isolation and make the viewer fearful for their fate.

Question 78

Aerial shot

Answer 78

An aerial shot is taken when the camera position is high up, usually filmed from a helicopter, crane, or drone. It may show a vast expanse of landscape or a bird’s eye view of a city. These shots are often used as establishing shots at the start of films to set a key location, create impact and engage audiences.

Question 79

Over the shoulder shot

Answer 79

An over the shoulder shot is used during a conversation and puts the viewer in the character’s shoes. It also allows the viewer to see how a character responds to the conversation and helps create intimacy between two characters. Scenes will often alternate between characters so that the viewer can see how each of them respond in the conversation.

Question 80

Pan camera movement

Answer 80

Panning moves the camera left and right horizontally. This may be used to follow characters as they walk or to follow a car as it drives past.

Question 81

Tilt camera movement

Answer 81

Tilting pivots the camera up and down vertically. This might be used to take in a scene, for example, conveying the height of skyscrapers in a city.

Question 82

Zooming camera movement

Answer 82

The lens of a camera can be zoomed in or out to make the subject appear closer or further away. The camera itself does not move, but the focal point changes. Zooming into a subject may help to draw the viewer towards a specific detail, whilst zooming out will help to reveal the wider context of a scene.

Question 83

What is important to note about the tilting and panning camera movement?

Answer 83

A tripod should be used to give smooth tilting and panning.

Question 84

Track and dolly camera movement (2)

Answer 84

• A tracking shot is used when the camera follows one or more subjects, immersing the viewer in the scene. The camera might be mounted on a dolly (a platform on wheels on which the camera is mounted) and placed on a track in order to achieve smooth movement.
• Tracking shots can also be made with a handheld camera, for example, following the subject when they are running, which results in an unsteady and jerky shot. Handheld shots can increase the intensity of a shot, creating a sense of panic or to highlight intimacy and emotion.

Question 85

Transitions

Answer 85

Transitions describe how an editor moves from one shot to another. They are added after filming, during post-production and help a story to flow.

Question 86

Cut transition

Answer 86

A cut goes immediately from one shot to another. The term comes from when an editor would physically cut film and then add the next shot. This can be used to good effect when moving between two characters talking or when using footage taken from multiple angles.

Question 87

Dissolve transition

Answer 87

Dissolves are used to fade from one shot to another. This transition has the effect of showing time passing. It may also give a dream like quality to the scene.

Question 88

Fade transition

Answer 88

A fade in or out is one of the most used transitions. The shot fades in or out from black. This is usually used at the start and end of a film. It may also be used to separate significant chapters in a film.

Question 89

Wipe transition

Answer 89

A wipe is when one shot replaces another by moving from one side of the frame to another. It may be used to show that the story is jumping to a different plot line or location.

Question 90

Mise-en-scène

Answer 90

Mise-en-scène means the placement of actors and objects for a scene. It refers to anything that is seen through the lens of the camera including the costumes, lighting, props, set design, location, actor positions and moving (blocking) and make-up. The mise-en-scène is how all these elements work together to create the mood and feeling of the final shot.

Question 91

Lighting

Answer 91

The lighting of a shot, whether filming on location or in a studio environment is important in creating an atmosphere. It helps to convey character emotions and highlight certain props. In a studio environment this can be carefully controlled. When filming on location, the director will have to carefully consider the time of day, position of the sun and weather to create the right shot. If artificial light is required, the positioning needs to appear natural.

Question 92

High key lighting

Answer 92

High key lighting is bright with very few shadows in the frame. This style is commonly seen in musicals, classic Hollywood films and reality TV.

Question 93

Low key lighting

Answer 93

Low key lighting has dark shadows in stark contrast to the lighter parts of the frame. This creates a serious and dramatic atmosphere commonly used in thriller, horror and crime drama.

Question 94

Intensity and levels

Answer 94

Light intensity and levels help to create mood. High intensity lighting creates a light bright scene with soft shadows and may be used in many different scenes. Low light levels will help to build curiosity or suspense.

Question 95

Audio

Answer 95

Audio is a very important component of media products, be the radio broadcasts, television programmes, computer games or film.

Question 96

Soundtracks

Answer 96

Soundtracks are used to add emotional depth to TV programmes and films. For instance, low strings may suggest suspense and tension, whilst loud brass instruments, and percussion will add excitement and power to an action scene.

Question 97

Sound effects

Answer 97

Many sounds such as a creaking door, walking on snow or a dog barking won’t be recorded on a set. Instead, these sounds will be recorded separately by a Foley artist and mixed by the sound editor. Sound effects help to bring props and movement to life. Sometimes, silence will be used to add tension to a scene. Sound effects are particularly important in computer games as they react to the movements of a player and help to create an immersive experience.

Question 98

Music genre

Answer 98

The genre of music will make a big difference to the mood of a media product. For instance, a dramatic film score may be used to create suspense in a war film.

Question 99

Dialogue

Answer 99

An audio technician will need to make sure that what actors say is clearly recorded. Dialogue is usually recorded using audio recording equipment and microphones separate from any film or video cameras.

Question 100

Vocal intonation

Answer 100

In radio broadcasts and podcasts, people will make use of vocal intonation to make the recording sound interesting. This is especially true of voice over artists which may be used in products including advertising and documentaries.

Question 101

Interactivity

Answer 101

Interactivity is a two-way interaction between the users and the media product. Interactivity can be found in a wide range of digital products including computer games, apps, websites, and social media platforms. If the end user is actively involved in the product, it will be more engaging and is likely to be used for a longer period of time.

Question 102

Websites

Answer 102

Websites are all interactive products. They contain features such as buttons, hotspots, rollovers and hyperlinks. They can also include audio and video content that a user can stream via an embedded media player.

Question 103

Apps

Answer 103

Apps have a huge range of interactive features. For example, an app could include augmented reality so you can ‘try before you buy’ for products such as furniture. A navigation app makes use of a user’s location to indicate their position on a map.

Question 104

Animation

Answer 104

Animation is the combination of a series of still images to create a moving image. Computer animation is used in a variety of media products including advertising, websites, apps, gaming, education, television, and film. Animation makes a product more engaging for the audience and also entertains. The design of the animation will differ depending on the target audience and the purpose of the product. For younger children, animations are simple in their design and may use predominantly primary colours. Older audiences might expect animations to be more realistic, especially within gaming.