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Looking into the societal impacts that advertising and its designs has

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Trend Forecasting

This talk highlighted to me how important it is to adapt as designers into the new and emerging digital age. The digital age continues to progress at a rapid rate and this talk emphasised that progression using facts and figures from studies into the changes of consumers behaviours from analogue to digital materials.

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Although many of the statistics shown in this talk demonstrated how widely popular digital formats are in the modern age, it also revealed how it is not yet time to dismiss old practices. For example, it was revealed that more than half of consumers were more satisfied with how the COVID-19 pandemic was reported in physical printed newspapers as apposed to online sources.

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Despite the odd example of this, it was clear in this talk that digital formatting far exceeds the success of its analogue predecessor.

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The talk further amplified how significant these digital practices are changing the design industry, as statistics from the lecture showed a dramatic change in how many consumers were switching to digital from print in recent years.

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This talk helped give me a crucial understanding in what to expect as an advertiser going into the design/media industry and how adapting to digital formatting is essential.

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THE FUTURE LABORATORY

This talk demonstrated to me how vital it is as advertisers that we adapt our designs based on changes to consumers behaviour and attitudes. Adapting designs / communication based on these changes is how we stay connected to consumers and create relevant, meaningful impacts on communities and consumerism.

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In addition to this, the talk also gave me insight into efficient strategies that The Future Laboratory use to observe change such as STEEP factor analysis.

Using this method, we can also predict future changes to consumers attitudes and behaviours.

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POETICS / POLITICS of REPRESENTATION IN DESIGN

This talk helped me understand my impacts as an advertising and brand student on how perceptions of meanings can be altered from my designs. Our thoughts are shaped on the semantics behind designs - a significant example of this would be symbols and signs. We know when to stop at a traffic light as we associate red with danger and green with safety.

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Furthermore, the talk also helped me understand how visual communication changes our way of thinking. Adding onto the idea of signs / symbols - we are able to recognise meanings and entire concepts without verbal language involved. We are able to fully communicate through visual design.

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These lessons are significant for my role as an advertising and brand student and my future in the media industry. It's helped me realise the impact that my work will have on shaping consumers thoughts and perceptions.

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Medium / Long range stats and data to oversee trends

- Published research reports
- Sector reports
- Sociological and cultural publications
- National reports
- Research reports
- Government statistics
- National and regional newspapers
- Trade and cultural magazines
- Blogs
- Social Networks

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OBSERVATION: (Bottom up) desk / visual research to see how the topic evolves. It helps us understand how audiences are reacting

INTERROGATION: (Top down) testing hypotheses by looking into both experts in the field + the audience

INTERGRATION: Identifying insights + anomalies to see if there might be a wider shift in change. This is done to progress our way of thinking

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IDENTITY

We explore ourselves through gender, sexual orientation, ethnicity, age etc in order to personally grow and develop our lives

Gender, sexuality, demographic, age, ethnicity, self image

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PURPOSE

Striving to better ourselves for a brighter future. We create goals for ourselves to aim towards in order to improve our lives and give ourselves meaning

Work, skills, hobbies, learning, career

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SECURITY

Protecting ours and our family's lives from physical, emotional and economic threats - natural instinct

Fear, nostalgia, anger, courage, selflessness, finance, change

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ATTAINMENT

The natural requirement to survive, especially in as high a quality of life as possible. We also strive to show off our success.

Technology, engagement, sharing, mediation, communication

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CURIOSITY

A strong urge to find the next big interest / what is new. We desire to progress and be innovative

Exploration, education, innovation

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BELONGING

We are social creatures that need to fit into communities. Who can we trust? Who can't we?

Nationalism, community, roots, history, culture

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FULFILMENT

Searching for new ways to improve our lives (mind/body)

Health, wellness, beauty, travel, sustainability, dreaming

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**CREATED BY PROFESSOR FRANCIS AGUILAR**

Identifies and maps out how environmental changes impacts the future of consumers attitudes and behaviours.

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The Future Laboratory uses methods to improve their strategic thinking when it comes to design. They do this by looking deeply into global trends in order to predict human 'needs'. They believe there are seven core human needs which affect consumers attitudes and behaviours.

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POETICS / POLITICS of representation in design

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POETICS / POLITICS of representation in design

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• Pity is not something we naturally feel, but is rather something forged from society for us to feel

• Seeing suffering in media encourages us to act fast in order to demonstrate our own good nature

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"Relations of power, not relations of meaning"

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"Knowledge linked to power not only assumes the authority of 'the truth' but has the power to make itself true"

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The format of the sign (its word or image) is the signifier

The concept linked with the format is the signified

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SEMIOTIC = POETIC // DISCURSIVE = POLITICAL

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SEMIOTIC = POETIC // DISCURSIVE = POLITICAL

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SEMIOTIC approach - How representations and languages create meanings

DISCURSIVE approach - Consequences of representation in terms of power and subjectivities

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We've learnt to associate this road sign with avoiding the area due to construction works taking place. The design of this sign works so that it can function and communicate to audiences on it's own without verbal communication.

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We have learnt to associate the colour red with danger and so as a result know to stop when we see red on a traffic light. The same goes for how we associate safety with the colour green, and so know this is an indication to cross / pass at a traffic light.

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It is our job as advertisers to represent reality as best as we can in our design.

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Despite Facebook being a relatively new platform, these statistics highlight how quickly the digital age is evolving amongst newer generations

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"I WOULD PREFER TO PAY MORE TO STREAM NEW FILM RELEASES ONLINE THAN PAY LESS TO SEE THEM AT THE CINEMA"

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"I WOULD PREFER TO PAY MORE TO STREAM NEW FILM RELEASES ONLINE THAN PAY LESS TO SEE THEM AT THE CINEMA"

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This shows that despite other statistics, some old practices are preferred amongst consumers - perhaps due to nostalgia or simplicity of its function

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As we've seen a decline in the sales of printed magazines and newspapers, there has been an increase in the amount of subscriptions for online copies.

This shows that public interest in magazines and newspapers remain, but we as advertisers must evolve to newer formats.

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Over time, audiences are consuming less printed media as we progress further and further into the digital age. Although this graph shows the last 3/4 years, it's clear theres a significant decline in the purchases of printed magazines and newspapers.

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SATISFACTION WITH COVID-19 REPORTING IN NATIONAL NEWSPAPERS

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SATISFACTION WITH COVID-19 REPORTING IN NATIONAL NEWSPAPERS

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A study that interviewed 1,397 internet users over the age of 16 found that more than half were satisfied with the way the pandemic was reported in printed newspapers. This goes to show that despite the decline in printed sales, consumers still hold trust in physical reports.