Karla_Britton_GRA280_FinalProject

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Feb 20, 2024

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Process Book Karla Britton Professor Hardy GRA 280: Design Thinking for Graphic Designers 9/18/2022

Phase One: Empathize and Ideate Design empathy is essential because it involves putting oneself in the shoes of the users in order to seek and understand their thoughts, feelings, and motivations.Design thinking empathy is a practice of understanding and empathizing with the needs, emotions, perspectives, and experiences of the people for whom a design solution is being developed. The purpose of empathizing with users is so designers can ensure that their solutions are tailored to specific contexts, preferences, and behaviors of the targeted audience they are designed for. Role of human-centered design

Phase One: Empathize and Ideate Needs and Expectations of Target Audience The Millennial generation embraces technology and is known as a social generation. Millennials have a positive, community-oriented ‘’teamwork” mindset. Their dining preferences tend to be on the adventurous, exotic, or unforgettable experience side. Millennials expect to be treated as special and important. They rely heavily on social media apps to share content with their peers and the world. Gen Y is also very passionate about their values and the companies they do business with. Social media influences their purchasing decisions. Millenialls are difficult to please but are considered generous consumers.

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Phase One: Empathize and Ideate Attributes of Target Audience The attributes of millennials would be confidence, sheltered, value of teamwork and social interactions in the workplace, confidence with technology, free-thinking, and creativity, millennials are more focused on achievements than they are on just their own personal development, and they sometimes struggle with free time and time management skills. Millennials like to be in groups while dining and experiencing entertainment

Phase One: Empathize and Ideate Create a Mood Board to Generate Ideas Graffiti Wall, Erik Mclean, https://www.pexels.com/photo/house -facade - with -bright - graffiti -wall -in - town -4592249/, free to use Coffee Gathering, Helena Lopes, https://unsplash.com/photos/UZe 35tk5UoA, Free to use under the Unsplash License Green Sour Lemonade, Teguh Sugi, https://www.pex els.com/photo/gl ass -of -refreshing - green -sour - lemonade - 6174880/, free to use Lato Verdana Impact

Phase One: Empathize and Ideate Create a Mind Map to Generate Ideas Millennials Characteristics Images Font Audience Color Greys,pinks, and neutrals Muted vivid colors Contrasting Colors Non-Decorative Clean and easy to read Sans-serif group of friends Tasty drink Graffiti wall Young adults Tech-savy Groups

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Phase One: Empathize and Ideate Explain The mood board I created represents the targeted audience through the images chosen because it reflects the Gen Y technology preference, desire to try new tasty drinks, and a colorful, creative art mural. My mood board also represents the targeted audience’s preferences through color and font. Millennials are drawn more to Sans serif fonts, which express contemporary, fresh, adventurous, modern, and clean. Gen Y likes colors that are mindful and optimistic. They also find comfort in natural tones, but the saturated tech-driven hues appeal to and inspire the generation the most. The components of my mind map break down millennials’ characteristics and how the design components for the advertisement will reflect Generation Y

Phase Two: Ideate, Define and Mock-up Ideate Define A restaurant located in New York’s Soho District wants to rebrand its current advertisement in a way that will captivate more millennials into trying their restaurant. The problem I am trying to solve is what images, text, fonts, and colors will cater to Gen Y’s preferences, make the client satisfied, and bring in more business from the targeted audience. By being able to research what components millennials are interested in the success of the new advert will be successful. The current advertisement does not reach the target audience because of the following components listed here: The color choice for the background doesn’t appeal to Gen Y preferences, Millennials are tech-savvy, whereas the current ad is anti-tech, The images only show the types of food and don’t express how the restaurants environment is, and the serif fonts don’t represent the preferences of the targeted audience.

Mock-up 1 Phase Two: Ideate, Define and Mock-up Coffee Gathering, Helena Lopes, https://unsplash.com/photos/UZe 35tk5UoA, Free to use under the Unsplash License

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Mock-up 2 Phase Two: Ideate, Define and Mock-up Green Sour Lemonade, Teguh Sugi, https://www.pex els.com/photo/gl ass -of -refreshing - green -sour - lemonade - 6174880/, free to use

Phase Two: Ideate, Define and Mock-up Mockup 3 <Using Adobe Illustrator, create at least 3 mock-ups that meet design needs. You must include at least one image or graphic per mock-up from the Image and Graphic Bank. If you’d like to provide more than 3 mock- ups, simply duplicate a blank mock-up page for each and insert it after Mock-up 3. Place the mock-ups (File > Place) in the image box below, scale to fit. Ad size is 28” in width by 12” in height. The image must be placed in the image box below. Select the box and go to Image > Place, then go to Window > Properties, go to Frame Fitting, and select Fit Content Proportionally.> Graffiti Wall, Erik Mclean, https://www.pexels.com/photo/house -facade - with -bright - graffiti -wall -in - town -4592249/, free to use Green Sour Lemonade, Teguh Sugi, https://www.pex els.com/photo/gl ass -of -refreshing - green -sour - lemonade - 6174880/, free to use

Phase Two: Ideate, Define and Mock-up Explain: Mock-ups The first mock-up solves the problem statement by using saturated bold colors like grey and red, which are the targeted audience’s preferences. The san serif font chosen is clean, modern, and approachable. The text is simple, readable, and straight to the point. Eat. Tech. Enjoy. are words that describe the experience at the restaurant; millennials and their friends can eat some great affordable food and bring their technology devices to check emails, play games on the laptop, work assignments, etc, and enjoy their time at the restaurant. Mock- up number two solves the problem statement by having vivid saturated colors of blue to bring the viewer’s attention. San serif font to make the text simple, clean, and readable. The imagery chosen for this ad is a yummy green sour lemonade which is the restaurant’s signature drink. The final mock-up solves the problem statement by having bold saturated colors stand out. The targeted audience’s preference for technology is used in the ad by having them take a selfie with the colorful mural to get a free drink. San serif font was adventurous, simple, and clean. The images were vibrant and adventurous.

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Phase Three: Test and Iterate Iteration 1 Coffee Gathering, Helena Lopes, https://unsplash.com/photos/UZe 35tk5UoA, Free to use under the Unsplash License

Phase Three: Test and Iterate Iteration 2 Friends on Vacation, RODNAE Productions, https://www.pex els.com/photo/group-of-friends-enjoying- vacation-on-beach-12169350/ , free to use Green Sour Lemonade, Teguh Sugi, https://www.pex els.com/photo/gl ass -of -refreshing - green -sour - lemonade - 6174880/, free to use

Phase Three: Test and Iterate Iteration 3 Green Sour Lemonade, Teguh Sugi, https://www.pex els.com/photo/gl ass -of -refreshing - green -sour - lemonade - 6174880/, free to use Graffiti Wall, Erik Mclean, https://www.pexels.com/photo/house -facade - with -bright - graffiti -wall -in - town -4592249/, free to use Male hand holding phone and taking selfie, Flamingo Images,https://stock.adobe.com/images/male-hand- holding-phone-and-taking-selfie/127701715?prev_url=detail, free to use

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Phase Three: Test and Iterate Iterations After receiving feedback, I have made a few changes to each mock-up I created. In the first mock-up, I enhanced the size of the image and logo, so they were more visible. I made sure Eat, Tech, and Enjoy were evenly spaced using Adobe Illustrator guidelines. I added social media icons to appeal to the targeted audience’s preferences. In the second mock-up, I added an image of friends to the advert. I also added a drop shadow to the text and logo to enhance the visibility. In the third mock-up, I added a third image to the ad: friends taking selfies. Social media logos were added to the ad. Enhanced visibility on the logo and words by adding a drop shadow to them. By receiving feedback, I was able to create better advertisements that fit the targeted audience and have a better understanding of how to create human-centered designs.

Justify Design Decisions After creating these mock-ups, each design element plays a role in catering to the targeted audience’s preferences which are millennials. Millennials are team-oriented, and to bring that to life in the advertisement, I chose images of friends hanging out together and chose to create text that appealed to friend groups like taking a selfie by a mural to get a free lemonade or expressing that the audience should grab their friends and go have their favorite drink. The font choices chosen for the ad were all San serif fonts that express fresh, adventurous, modern, and clean. The color palette for each advert is a solution to the design’s needs by being saturated with tech-driven hues such as red, blue, and grey, which appeal to millennials by inspiring them. One of the mock-ups inspires achieving a goal of getting a free drink by taking a picture of a mural that will appeal to the targeted audience’s preferences. Social media icons were placed in the advertisements to cater to the millennials who are tech-savvy. reach the design elements in the mockups created to meet the needs of the targeted audience by expressing collaborative characteristics as well as confidence and highlighting adventurous authentic fun with a group of friends while going to enjoy refreshing drinks at their favorite place Focus 5. Phase Three: Test and Iterate

Karla_Britton_GRA280_FinalProject

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