Section 2 - Factors influencing product design Flashcards
What are the 5 purposes for a media product?
- Advertise/Promote
- Educate
- Inform
- Influence
- Entertain
Advertise/Promote purpose of a media product
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.
Educate purpose of a media product
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.
Inform purpose of a media product
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.
Entertain purpose of a media product
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.
Influence purpose of a media product
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.
How is colour used in media products? (2)
- 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.
Warm colours in media
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.
Cool colours in media
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.
How can you create mood in a media product?
Different combinations of colours are used to create a mood within a graphic product.
Harmonious colours in media
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.
Complementary colours in media
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.
You are designing a poster promoting a summer beach holiday club for children. Explain the colours you would use for the campaign. [2]
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]
Positioning of elements
Elements of media products need to be carefully positioned to achieve a pleasing composition.
Conventions of genre
Different genres will use typical components and techniques. These are known as conventions.
Style of audio representation
When presenting media using audio, the style of the product will change based on the purpose.
Adaptation to purpose (billboards + flyers)
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.
Formal and informal language
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.
Tone of language
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.
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]
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]
What is the target audience?
The target audience is the set of people who are media product is aimed at
What are the characteristics of the target audience known as?
The demographics
What will happen when the makers of a film know the demographics of the target audience?
They will then use this to choose which segment of the population the marketing campaign should be aimed at.
Audience demographics - Location
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.
Audience demographics - Ethnicity
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.
Audience demographics - Interests / lifestyle
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.
Audience demographics - Gender
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.
Audience demographics - Occupation / Income
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.
Audience demographics - Education
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.
Audience demographics - Age
Age groups may be clearly defined, such as 18 - 24, or use descriptive terms such as ‘teenagers’ or ‘retired people’.
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.
(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]
Before creating a media product, what is important for everyone involved to understand?
The client requirements. These requirements will be given in the client brief.
Client brief formats
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.
Project constraints
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.
Explain how a client brief would inform a graphic designer in the pre-production planning stage. [2]
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.
Audience demographics: (7)
- Location
- Ethnicity
- Interests/lifestyle
- Gender
- Occupation/Income
- Education
- Age
Client requirements: (7)
- Type of product
- Timescales
- Audience
- Purpose
- Client ethos
- Content
- Genre, style and theme
Client requirements - Type of product
The product that is being commissioned. For example, ‘print posters for bus shelters’.
Client requirements - Timescales
Key dates and deadlines for the project
Client requirements - Audience
This will show which segment of people are being targeted - for example, boys aged 13-16.
Client requirements - Purpose
The key objective for the media product, such as to advertise or influence.
Client requirements - Client ethos
The media product will need to align with the client’s values and beliefs.
Client requirements - Content
The components that need to be part of the media product, such as key information, images, video, sound or functionality.
Client requirements - Genre, style and theme
The look and feel of the product. This may include the ‘brand voice’, and any emotions that the product should generate in the audience.
Primary research methods
Primary research is data or research, that is collected directly from customers, surveys or focus groups.
Research methods
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.
Research data: (2)
- Quantitative information
- Qualitative information
Quantitative information
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.
Qualitative information
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.
Primary research methods (4)
- Focus groups
- Interviews
- Online surveys
- Quentionnaires
Primary research methods - Focus groups (+/-)
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
Primary research methods - Interviews (+/-)
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
Primary research methods - Online surveys (+/-)
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.
Secondary research methods (2+/2-)
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
Secondary research methods - Television (+/-)
+ Good for obtaining quotes and video footage of events.
- It takes time to go through footage to find the correct clip.
Secondary research methods - Books and journals (2+/2-)
+ 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.
Secondary research methods - Websites on the internet (2+/-)
+ Quick and easy to check
+ Many sites are free to use
- There is a wide variation of quality
Secondary research methods - Newspapers (+/-)
+ As with books, an editor will help to ensure quality.
- Many articles draw on secondary research and may be interpretations of the original findings.
Media codes
Media products may make use of media codes and conventions that help convey meaning, create impact and engage audiences.
Media codes (3)
- Symbolic codes
- Technical codes
- Written codes
Symbolic codes
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)
Technical codes
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.
Written codes
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.
Media codes - Colour
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.
Media codes - Graphics
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.
Media codes - Typography
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.
Media codes - Typography - Sans serif
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.
Media codes - Typography - Serif
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.
Media codes - Typography - Decorative
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.
Camera shots and angles
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.
Close-up shot
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.
Extreme close-up shot
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.
Medium shot
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.
Long shot
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.
Extreme long shot
An extreme long shot, or extreme wide, gives impressive views of the location. Ariel shots may sweep across mountains or to show entire cities.
Low angle shot
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.
High angle shot
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.
Aerial shot
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.
Over the shoulder shot
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.
Pan camera movement
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.
Tilt camera movement
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.
Zooming camera movement
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.
What is important to note about the tilting and panning camera movement?
A tripod should be used to give smooth tilting and panning.
Track and dolly camera movement (2)
- 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.
Transitions
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.
Cut transition
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.
Dissolve transition
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.
Fade transition
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.
Wipe transition
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.
Mise-en-scène
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.
Lighting
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.
High key lighting
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.
Low key lighting
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.
Intensity and levels
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.
Audio
Audio is a very important component of media products, be the radio broadcasts, television programmes, computer games or film.
Soundtracks
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.
Sound effects
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.
Music genre
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.
Dialogue
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.
Vocal intonation
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.
Interactivity
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.
Websites
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.
Apps
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.
Animation
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.
