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80 possibilities (what message do i want to send? what product do i want to promote?)

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80 possibilities (what message do i want to send? what product do i want to promote?)

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1.  Music:

2. ^my music

3. ^songwriting

4. ^recording

5. ^covers

6. ^promotion

7. ^music programme

8. ^music platform

9. ^piano

10. ^instruments (store)

11. Kpop:

12. ^groups

13. ^new album (music)

14. ^the community

15. ^fandoms

16. ^the industry

17. ^the media - (new show/content)

18. ^social media - global reach, connectivity,

19. ^fan events (cupsleeve)

20. ^industry through covid (how its survived, thrived, downfalled

21. ^dance/choreo

22. ^training

23. ^labels

24. ^public image/norms

25. ^idol expectations

26. ^trends

27. ^goods/merch

28. ^fashion

29. ^beauty (hair/makeup)

30. ^mvs/sets

31. ^music shows (inkigayo, the show, music bank etc.)

32. ^terminology/language (bias, maknae etc)

33. Dance:

34. ^clickcrew

35. ^dance lessons

36. ^kpop

37. Skincare:

38. ^products

39. ^rountine

40. ^tips

41. ^ingredients

42. ^stores

43. ^myths/false tips +promises

44. recommendation products and ingredients for certain skin types

45. Languages:

46. ^learning organisation (app, workbook, website, lessons)

47. ^benefits of learning a language

48. Travel

49. Nutrition

50. ^ make people believe and see the benefits and how their life will change for the better

51. ^scare them about the consequences when not living healthily

52. exercise - be active initiatives

53. Korean culture

54. ^korean restaurant/cafe

55. Korean music

56. globalisation

57. in adelaide

58. Social media:

59. ^as promotional platforms (insta, youtube + twitter) for my music/videos

60. connectivity

61. Nature

62. The environment:

63. ^protection programs

64. ^animals

65. ^rubbish systems

66. ^polution - how our everyday lives contribute

67. ^healthy environmental practices

68. environmentally friendly products (cardboard cutlery + straws, wax wraps, bamboo)

69. ^animals

70. awareness video - to place fear in peoples minds of what will happen if they do not act OR make them hopeful about the different ways they can help (feel inspired)

71. Fashion

72. ^trends

73. ^styles

74. ^brands

75. Beauty

76. ^makeup

77. ^hairstyling

78. ^perfume

79. ^lash extensions (shaylas business)

80. Nail Art:

81. the process of getting your nails done

82. ad for specific nail shop

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I have made videos in the last two years, in year 11 and 12, that will have prepared me for this assignment. However, only one was a promotional video so I am going to be exposed to new and unfamiliar working methods and skills this semester in terms of gaining access to film and disclose certain information, people or places.
This course is undeniably overwhelming right now and I don't have many ideas yet as to what i want to make my video about. However, I do know that i really want to do it on something that i really enjoy and am interested in.

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Expanding and bonding the k-pop community in Adelaide/Australia, as well as promoting and introducing this new culture to Adelaide.

Encouraging fans to come together and celebrate their interests as well as introduce new culture to locals.

Creating local kpop events and encouraging locals of all ages and genders to come along, enjoy and learn!

Aiming to eliminate stereotypes, discrimination, racism and judgement around k-pop - NORMALISING the genre/culture as part of the popular music scene in Australia

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All genders (however stereo typically, girls)

Adelaide locals

K-pop fans primarily

Music fans in general (introduce them to this new music/culture to perhaps spark an interest)

Primarily teenagers (+ slightly younger, slightly higher)

All nationalities

Professional status: No specific professional status, as music taste is not limited to that. However, it is more likely that people who will engage are teenagers and young adults and hence they could range from being unemployed, to working a part time/casual job - most likely at school or studying at university.

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Activity 3 & 4: Research/Annotated Bibliography

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Activity 3 & 4: Research/Annotated Bibliography

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Vanham, P (2018)

‘Here’s what a Korean boy band can teach us about globalization’ World Economic Forum https://www.weforum.org/agenda/2018/12/here-s-what-a-korean-boy-band-can-teach-us-about-globalization/ (accessed 17/03/21)

This article goes into the history of globalisation and focuses on the immense impact kpop has had/is having  in globalising Korean culture + music. This helped me grasp a greater understanding of my video topic by putting the message I am promoting in context with its roots (globalisation). This will enable me to deliver a clearer, more persuasive message.
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Tellis, Gerard J 2003, Effective Advertising, SAGE Publications, Thousand Oaks. https://ebookcentral.proquest.com/lib/unisa/reader.action?docID=996546&ppg=14
Information from certain chapters of this book, specifically 1 & 10, have helped me to understand the impact of emotion in advertising; compared to logic and facts. This source highlights that by drawing on viewers' emotions you are able to distract them from any obvious intention to persuade them, and instead subconsciously persuade them through emotion. Emotion also requires less effort from the viewer and is proven to be more interesting. Hence, I aim to evoke emotion from my viewers through my promotional video.
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Lee, SoJung, Song, HakJun, Lee, Choong-Ki & Petrick, James F 2018, ‘An Integrated Model of Pop Culture Fans’ Travel Decision-Making Processes’, Journal of Travel Research, vol. 57, no. 5, pp. 687–701.
This source identifies that pop-culture fans are driven by their emotional connection with the music/idols/movies that they love etc. Meaning that people are more likely to take interest in music, artists, series etc, if they feel an emotional connection. It explains that emotion has a major influence on pop-culture fans' behaviours and decisions. This further solidifies my decisions to take an emotion focused approach for my video.
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Teixeira, T.S., 2014. From TV to Web: Content Strategies for Ads That Drive Online Sales. IESE Insight < https://www.hbs.edu/ris/Publication%20Files/Teixeira%20(2014),%20Strategies%20for%20TV%20ads%20to%20Drive%20Online%20Sales,%20IESE%20Insight_11f639d0-b73e-43a9-8e6d-255ff606ceba.pdf >
This report highlights the four main categories of advertising and explains that the most effective is the 'Action-focused' strategy (according to their research). This strategy emphasises the call to action and and generates the most website traffic and sales. Hence, I will implement this 'action-focused' strategy in my video, through text and dialogue, to encourage viewers to check out k-pop. This source also talks about the 'imagery-focused' advertising strategy, in which strong visuals and sound are used to promote the message; this is effective for brand building. Hence, I will also adopt this strategy when creating my video.
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SIMILAR VIDEOS (links separately in padlet):
INSPO VIDEO 1: My video will be heavily inspired by this video, in terms of topic (kpop), style/technique and tone. I want my video to communicate an extremely strong, exciting and enticing tone and emotion like this video. After seeing how effectively the strong and satisfying editing is in this video, paired with the hype, upbeat music, evokes excitement, I plan on definitely using these techniques.
INSPO VIDEO 2: This video is again obviously similar topic and content wise to what I envision my video will be like. However, I specifically liked the use of colour in this ad and the large bold text at the start saying 'LET'S KCON', which takes an action-focused approach, encouraging the viewers to join in. I want to convey this enthusiastic tone in my video.
INSPO VIDEO 3: This video is in a similar field but not exactly the same market, however I want to adopt the montage like editing style of this video. Also, I love the effect and impact of the editing moving perfectly in time with the music, I want to do this in my video to create an impressive and satisfying ad for the viewers, and as a result, leave them with a better impression of my message and topic.

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Globalization

Hallyu wave

Kpop in Australia (specifically Adelaide)

events (cup sleeve)

dance crews/covers

pop up stores

promoting and educating on the culture and fundamentals of kpop

Kpop party (club events)

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My video will be something very similar to this, style, editing, audio and content wise.

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Ha-Ja! 하자 K-Pop Party ft. Kevin Kim & Andy Trieu - Fri 23rd Nov 2018

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(ad starts properly at 8 seconds)

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Video Promo Spot KCON JAPAN 2019 Marketing & Promotions

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A clip I put together from my recent cup sleeve event I ran. Part of it will be used in promo video.

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My video will aim to promote k-pop music and the community in Adelaide. Hence, the message  is that k-pop is an amazing and interesting music genre with a fun and expanding community around the world.
My video will take a lively, exciting and enticing approach with a montage editing style, paired with upbeat music. However, I must still find new, intriguing and different ways to be creative as I go into the filming phase, so that my video stands out amongst those in the same market.

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How do you think your target audience feels about your product before they've seen your video?

The k-pop fan demographic of my target audience already have a strong fondness and love for my product/message. Whereas those that aren't kpop fans yet might either be curious about it and want to learn more about it or have no idea and perhaps have a stereotypical judgement in their heads.

How do you want them to feel after they’ve seen your video?

I want the k-pop fans to feel excited, happy and proud that kpop is gaining ground and awareness in their city. For the not-yet-kpop fans, I want them to feel impressed, intrigued and excited about this new music genre, community and culture, and be enthused to go listen to or watch it or come to an event.

What tone/s or emotion/s will you need to convey to convince your audience of your promotional message?

I will convey an exciting tone that energises, impresses and intrigues the audience - making them believe that if they are not yet into kpop, they should definitely check it out. And those that are already kpop fans, I will convey excitement to encourage them to come and support their community in Adelaide

Which colours best represent these emotions? Why?

- The colour orange conveys confidence and cheerfullness and hence i want to use a bright, aesthetically pleasing orange in my video for either text or backgrounds to attract the eye and arouse those emotions for my audience.
- I also want to use yellow as another bright and happy colour that promotes optimism.
- I really want to use light and bright purples and pinks as they are stimulative and trigger creativity and imagination, and are also aesthetically pleasing. HOWEVER, these colours are stereotypically known as feminine colours and hence this could limit my target audience as it may not appeal to some boys.
- White and black will also be used as statement colours to contrast and make text eye catching

Which fonts best represent these emotions? Why?

Bold, sharp and strong fonts best represent these emotions as they influence confidence, assertiveness and power. These qualities will all make the viewers believe the message and trust that the brand knows what they are doing, hence should be listened to.

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I want to adapt this montage editing style for my video

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The vibrant colour scheme as seen is this picture is what I aim to use for text, backgrounds and and graphics in my video

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-present tense
- identify call to action
- tone -emotion
- Break down the scenes - should be able to visualise the video from reading the treatment
- What you will see and hear in the video
My promotional video evokes strong emotions of excitement and enthusiasm from my target audience of existing and potential k-pop fans, making them feel impressed and intrigued by the music genre and culture. My 'call to action' is communicated through these emotions, as those who are not k-pop fans are excited to explore the music, community and culture, and the existing k-pop fans are enthused to come together to share and celebrate their passion to grow and promote the k-pop community in Adelaide.
My initial thinking is that the viewer's attention is captured in the beginning of my video with exciting and upbeat music, an impactful title/phrase and enticing clips of k-pop events. The strong and sharp editing of the video is also extremely impactful and satisfying; contributing to the impressive tone by hitting the beat of the music perfectly. These elements all together aim to make the viewers intrigued and excited to want to join/attend these events and this community. Clips of passionate dancers and excited and happy k-pop fans are seen throughout the entire video as the smiling and passionate faces will keep the viewers' attention, and form good connotations for them around k-pop (as according to research from this article https://www.thinkwithgoogle.com/marketing-strategies/video/2017-brand-video-marketing-strategies/ )
Additionally, k-pop fans are extremely passionate and love seeing their idols get the recognition they deserve in different places around the world. Hence, as mentioned above, k-pop fans have a strong desire to see k-pop being promoted and appreciate and love having events in their home towns, so my video definitely satisfies this desire.
The video also features social media accounts and hashtags to further encourage the call to action and enforce brand building.

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This is the colour scheme I expect to use, although, as I film and begin editing my video I may end up changing, adding or removing a colour or two to create the best aesthetic and influence on the viewer.

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SIMILAR PRODUCTS: Examples of promotional posters from kpop event promotion - vibrant colours

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This article on typography (provided in the seminar notes) helped me to realise exactly how much font influences the viewers' thoughts and feelings on your brand/video/website. Considering that I want to take an emotion focused approach to my video, and that font has a significant influence on the emotion evoked in the viewer, I must chose my font wisely. The article also explains how typography can create personality, and of the 3 personality styles mentioned, I aim to chose a font that communicates the 'personal & human' personality; this usually evokes emotions of friendliness, authenticity and exuberance.

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What's all this fuss about emotion?

We all know about emotions because we experience them every day. Emotions influence the way we make decisions, evaluate risks, solve problems and categorize information. In advertising and product design, emotions are a really well-known subject. In web design, emotional design has just recently made its way to usability. Design is still useful and usable but when we design for emotion we intentionally trigger emotional responses in our users, keeping them motivated and helping them perceive a personality.

Emoticons: what kind of personality you can perceive from this emoticon?

In another words, when people are emotionally involved, they tend to create a relationship with your site and they will visit it again and again. But most of all, they will share the experience with other people.

3 Reasons to go for emotional design

Research has demonstrated that people without the capacity for emotional response are unable to make simple cognitive decisions, like what dress to wear today or what to eat for lunch. So emotions are important in everyday life, but why in design? Here are 3 reasons why we should go for emotional design:

Emotion dominates decision making

We experience emotion every day and through emotion we actually screen the world around us while making decisions.

How do you decide which sweet to take?

Emotion increases motivation

Emotion, as we saw, commands attention and helps us to focus, it actually makes information memorable, resonant and eventually, actionable. If we trigger the right emotion, people are motivated and chances are high that they will perform the desired action or complete a task.

Does the sticker make you smile and the action is more fun to perform?

Emotion affects memories and creates personalities

We memorize things through association and emotion is the way we create negative/positive associations. Once we have defined the emotion, we give a personality to that product and we interact with it according to that personality.

Is Christmas still brought to you by Coca Cola?

Typography fundamentals and reader mood

Two researchers from Microsoft, Kevin Larson and Rosalind Picard, conducted a study called the Aesthetics of Reading, to demonstrate the benefits of good typograp hy. They found that good typography induces a good mood. In this study, participants were asked to read text with either good or poor typography. The participants who received the good typography performed better on relative subjective duration and on certain cognitive tasks. This should make us think that typography is a design element that needs our attention not only on the web, but in all design that employs the use of typefaces.

Before you start any project that includes the use of typography, there are some important typography fundamentals to take into consideration if you want to keep your reader motivated and browsing your site:

01. How typeface looks

If you are not able to recognize the difference between and , well, this is the time to learn it. There are different font classifications. The most well-known is the one by Maxilliam Vox which you can read a bit about in my blog. What it is important to keep in mind is that typefaces look different and their "design" communicates a different personality and feeling (don't forget to read my previous article, You only like me for my body).

02. Readability and legibility

Although, the two terms seem to define the same thing, in typography the difference in quite distinct.
Legibility is good when we are able to distinguish one character from the other. Readability is more about a block of text and how we can easily go through it. To improve legibility, you have to focus on . Kerning is the space between two specific words.

As you see in this example there is a critical kerning that must be adjusted between the A and the T to avoid misunderstanding.

Today CSS has a property called Optimize Legibility, but I think that Kern.js gives a better result. I suggest that you focus on kerning when you write big headlines.

You can improve readability using tracking.Tracking is the uniform space between letters. In CSS there is the property letter-spacing that does exactly this, spacing letters uniformly, but the plug-in, Lettering.js, also does this.

In the second sentence I gave positive tracking to improve the space between letters, especially between the L and the A.

On the web be sure to use both kerning and tracking for big text and headings, and in all the texts that drive user's attention.

03. High Contrast

Jakob Nielsen, one of the most authoritative voices in user interface, said that generally low contrast text causes eye strain and discomfort to readers. Gray text is sleek and elegant, but this is good on paper, where the result is almost certain not to hurt your eyes. On the screen, things are different because we rely on the brightness of the screen which is not the same for everybody!

Try to avoid making your user struggle to read

04. Scalability

Each time a discussion pops up about responsive design, the common terminology and concepts that get the maximum amount of attention include grids and images, and obviously the settings like "fluid" or "flexible". In 2006, Oliver Reichenstein, founder of Information Architects, wrote an article titled Website is 95% typography, where he pointed out something really important: treat typeface like interface. So always check the size, type and the line length and how these two elements look on different devices.

For example, a good size for screen body text is about 14 and 16px and a line length between 50/75 characters. You can divide text into columns to avoid long lines or give a maximum width based on percentage or ems. It takes a small amount of effort when you code, and gives great results.

05. Hierarchy

A clear understanding of hierarchy results in more beautiful, meaningful, and communicative designs that better serve yFfeour audience. Furthermore, as Steve Krog in his book, Don't Make Me Think, says, "people don't read, but they scan pages".

Can you see any hierarchy here?

06. Tone of voice

When you write for the web, tone of voice is an important tool that helps users understand and define the personality of your site.This is why tone of voice should be consistent and depend on the context and the way typeface looks (see point 01.Look).

A few tips to evoke emotion through typography

There are different and creative ways to use typography on websites to engage your audience. In the following examples, you will learn how typeface can be a powerful tool to express personality, grab attention and create memories.

Draw attention

When you use typography to draw attention, you really have to:

1. Reduce distractions, organizing all the information really well (hierarchy),

2. Check that size and amount of white space are consistent on all devices.

Snowbird

Because people scan pages, you have to organize information for their memory in such a way that there is a sense of control and the task can be completed. Usually the emotions we want to evoke are confidence, trust, consistency and the typefaces used are simple, clear and classical typefaces like: serif, sans serif and also, slab serif.

Snowbird is a site that promotes a resort where the main attraction is the snow and the opportunity to ski and snowboard. Of course, if you are planning a weekend to go snowboarding, you want to be sure that there is snow. In fact, as soon as you load the page, one of the most prominent pieces of information is the weather forecast. A big bold sans serif font is used to indicate the temperature and on the lower part of the site you can see three other different blocks of information, highlight by bold and capital sans serif titles. Font consistency is also on the inside pages where a clear hierarchy helps the reader to easily spot different elements of the site (ie- news, holiday packages...).

Another element you can add to typography to draw attention is of course color. This is Impero, a British creative agency based in London and Sydney. On their website, there is the use of big contrast in colors, yellow and black. Contrast (intended here as different font families and sizes) is also created by the use of three different typefaces: a big, bold and capital sans serif font to indicate where the user is, a second level web font, in slab serif, that describes the page, and finally a simple and plain sans serif font, used for a more descriptive part (like the work descriptions). Typography, along with color, is the only design element used in the whole site, of course transitions between pages also create a dynamic and engaging user experience. The general result is a really straightforward and clear website.

Add character and personality

As human beings, we are able to perceive personality in things and to form relationships based on that personality. You can use typography to communicate personality but when you do so, you should pay attention to:

1. How the font looks, choosing the main typeface carefully, so it will give personality to your website.

2. Giving just one personality and defining the tone of voice.

3. Fitting in with the context.

Only in this way can you easily interact consistently with your audience and forge a strong relationship.

Personality #1: Personal and human

In this case, the feelings you want to evoke are spontaneity, friendliness and authenticity. Fonts used for this purpose are script or handwritten typefaces.

G'NOSH is a British company and on their site, they advertise their healthy food and fresh products. They care about the quality and tradition. The feeling you get when looking at their site is not so different from that which you get when looking at blackboard in a bar. The feeling you get is comfort from knowing that experts' hands have put together a fresh and authentic variety of productsfor you. Big handwritten headings decorate this site, giving information about the brand. Some of them are also links. The main body text is written in a clear slab serif font.
The Fountain of Youth
The site of this French designer and illustrator is really characteristic and creative in the use of different handwriting and script typefaces. He uses a really personal and consistent style throughout the site.The font is creative and unique, as is the way he presents himself and his skills.

When you use script typefaces it is also important not to exaggerate. In this site, the Fountain of Youth, this script is use all over the site. Instead of giving consistency, it just compromises the legibility and the readability of the text. Remember that script fonts are nice if you use them in the right size and context.

Personality #2: Fun and informal

When we go for this approach, the range of typefaces can be really wide. But again, they should fit the context. The feelings we want to evoke are usually happiness, humor, joy and exuberance.
Engage Interactive
This website is gathering money for cancer research, but their tone of voice is fun and humorous. In fact, they are aware that people in a positive mood are able to perform the desired task, in this case, making a donation, better and more easily. So fonts here are all different and this gives movement and color to the page, empowering the sense of humor. Every element in the design is unique and contributes to creating a homogenous look and feel.

Engage is a creative agency in Leeds, UK. The general feeling of this site is humorous. The funny side of this site is the use of an irregular sans serif font that highlights specific sections of the site, like the slideshow or the testimonials. On most parts of the site, like news and work, the font they choose is a slanted, smooth sans serif font, still friendly but able to maximize legibility and create a sense of consistency.

Personality #3: Fun and informal
Chrysler: test of ownership
When the feelings you want to evoke are seriousness, professionalism and credibility, you are not going to use more than two typefaces on your page, and usually these are the classic ones, like serif and sans serif. Also use of color is reduced to the minimum and is used mostly to highlight specific aspects of the website.
With Art Philadelphia
Chrysler's website talks about users and the experience with their cars. The site is really clear. Hierarchy is sturdy and bold. Throughout the site, the font used is a sans serif. Headings are capitalized to command attention and authority (lettering is also applied to improve readability). The experience of driving Chrysler's cars is extended to the way you navigate the website: you perceive a sense of control and precision in the movement. Colors are really limited and images are predominant to enhance user experience.

On the site, With Art Philadelphia, the feelings they want to instill are trust and reliability. The audience of this website can be different in age and interests, so they "play it safe", using a plain, young sans serif font for headings and call to action buttons, and a more traditional serif for body text, breadcrumbs and small links. The use of color is really limited to cyan, white and dark gray, while text and images follow a rigid and clear hierarchy.

Create memories
The Production Kitchen
Typography can tell a story. Aristotle, the Greek philosopher, said that people can easily memorize stories if they recognize a start, a main plot and a conclusion. So, if you want to enhance memories and create a unique experience, you need a sophisticated font that reminds the reader of something else through association. The feelings you want to evoke are engagement, desirability and interaction. The fonts used can range from scripts to a simple sans serif.
Ride for the brand
The Production Kitchen is a great website to explore. The color palette is based on pastel colors. The fonts used are different kinds of handwriting, hand-designed sans serif and serif fonts and design elements, along with pictures. The large choice of different typefaces gives the site a unique feeling which perfectly fits the purpose of this company, which produces handmade cupcakes to order. The overall look is cute, but also catchy and exciting.

The Ride creative agency is instead telling you a completely different story. Black and white flourishes, ink drawings and old style pictures decorate the entire website. But what really brings you back to the Old West is the use of different chiseled and hand tooled typefaces. If you haven't realized it, The Ride is an agency from Texas. I think the association is clear throughout the website. The design is decorative, but also extremely fun and inviting.

Conclusions
Note: This article is created based on the talk I gave at the Joomla Day Netherlands conference, that took place in Zeist on 19- 21 April 2013. The slides of the presentation are available on Slideshare. Comments, corrections and improvements are always appreciated.
Typography is the real, almost invisible protagonist of any website. When we work with typography, we inevitably have to consider different fundamental aspects that can influence a reader's mood. In the end, if we want our users' experience to be engaging and exciting, we should definitely consider adding emotion to our website. When we do so, we have to keep in mind that emotion, personality and tone of voice are consistent throughout the site and communicate the brand's values in a correct way. Only if we have given emotion and typography the right consideration, will we be able to communicate in a way that appeals to and amuses our audience.

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We all know about emotions because we experience them every day. Emotions influence the way we make decisions, evaluate risks, solve problems and categorize information. In advertising and product design, emotions are a really well-known subject. In web design, emotional design has just recently made its way to usability.

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Interest: The existing k-pop fans that are part of my target audience are extremely excited about any form of kpop events/promotion in Adelaide, hence they are instantly excited, proud and happy when seeing this ad. However, those who aren't yet kpop fans may have an interest in dance, music, culture, live events and will hopefully see the content as intriguing.
Action: The call to action that my video will promote is to encourage people who are not kpop fans to explore the music, community and  culture. As well as calling kpop fans in Adelaide to come together to share and celebrate their passion to grow and promote the kpop community in our city.

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SIMILAR PRODUCTS: example of colours from kcon website - gradient between pinks-blues-purples-greens

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Brand name ideas:

K-lifestyle

ToTheWorld

K-Australia

K-Adealide

Lifestyle K-pop

K Create

K2U

Tag line ideas:

Your home, your k-pop

K-pop is our lifestyle

Bringing K-pop to you

Get that k-pop lifestyle

Bring your passion to your city

Find your flare

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Font: Documenta by Woodcutter (Dafont)
This font is bold and has a 3D effect which makes it extremely eye catching to the audience. I want to use this for subtext throughout my video, not main titles or logos/slogans.

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Font: Movie Letters by Bou Fonts
This font could potentially be used for a tag line/slogan.

ROBOTO FONT USED INSTEAD OF THIS