# data[].attributes.body
All Sounds 2014, Woman Screaming - Sound Effect, video, YouTube, 10 December, viewed 10 February 2019, <https://www.youtube.com/watch?v=H1YdQ18G7WQ>.

Audio Productions 2017, Heartbeat ~ Increasing inspeed ~ Fear Excitement SOUND AFFECT Fast Heartbeat, video, YouTube, 31 October, viewed 10 February 2019, <https://www.youtube.com/watch?v=Aiuio8lAOIg>.

Free Sound Effects 2014, Crowd Talking [Free Sound Effects], video, YouTube, 23 August, viewed 10 February 2019, <https://www.youtube.com/watch?v=mLld3JVwxew>.

Freeify Music 2014,  Voices Angry [SOUND EFFECT] 2014, video, YouTube, 20 September, viewed 10 February 2019, <https://www.youtube.com/watch?v=IqpTaMQ478Y>.

Pexel 2012, Black & white close up eyes face, Pexel, 6 March, viewed 10 February 2019, <https://www.pexels.com/photo/black-and-white-close-up-eyes-face-407035/>.

The Quiet Mind 2018, The Quiet Mind - 10 Minute Meditation Music, video, YouTube, 3 April, viewed 10 February 2019, <https://www.youtube.com/watch?v=w6wIqnK5GPE>.

justsoundfx 2013, aeroplane sound, video, YouTube, 1 April 2013, viewed 10 February 2019, <https://www.youtube.com/watch?v=CXUIvNi7hQ4>.

Your Questions Answered 2016, 1 Hour of crying baby, video, YouTube, 10 July, viewed 10 February 2019, <https://www.youtube.com/watch?v=oL2B-AAnsHo>.

# data[].attributes.body
10 February 2019
There are a myriad of issues wrong with it, but after 12 hours of study today, this is a very basic initial attempt, and my first time using Photoshop to make a video.

# data[].attributes.body
While pleasant enough, this advertisement is facts driven and lost the audience in this office fairly quickly (views 416).

Interco Trading Co 2016, E-Waste: the benefits of recycling computers and electronics, video, YouTube, 6 December, viewed 9 February 2019,
<https://www.youtube.com/watch?v=wmWh3MdQRXw>.

# data[].attributes.attachment_link.title
E-Waste: the Benefits of Recycling Computers and Electronics

# data[].attributes.attachment_link.title
All I Really Want (Official Video) - Alanis Morissette

# data[].attributes.body
Google 'angry 90's rock chick' and Alanis is right at the top. Her Jagged Little Pill album released nearly 25 years ago, hit so many cords with so many women (the writer included), and who's lyrics are still poignant for the video as women / mums hide their true feelings with Facebook posts of social outings, plates of food and cute pets.

"I don't like to dissect everything today, I don't mean to pick you apart you say, but I can't help it".

"What I really want is some patience..."

"You must wonder why I'm relentless and all strung out... I'm consumed by the chill of solitary"

"Why are you so petrified of silence?  ....... did you think about your bills, your ex, your deadline, or when you think you're gonna die, or did you long for the next distraction?"

"All I really want is some peace man... a place to find the common ground'.

Sanchez, F 2010, All I Really Want (Official Video) - Alanis Morissette, video, YouTube, 1 July, viewed 8 February 2019, <https://www.youtube.com/watch?v=TICq2VDXk8U>.

# data[].attributes.body
Idler, S 2012, '15 Practical tips how to use typography for emotional design', blog post, usabilla, 6 December, viewed 4 Fenruary 2019, <https://usabilla.com/blog/15-practical-tips-how-to-use-typography-for-emotional-web-design/>.

# data[].attributes.body
It's difficult to be sure if this is a mock up or something serious.... hopefully the former, but if the later it only sent chills down the spines of women in the office, but made the men laugh due to its sillyness (views 128).

bruceasorensen 2008, Computer recycling ad, video, YouTube, 28 November, viewed 9 February 2019, <https://www.youtube.com/watch?v=DB6YsTTh4zI>.

# data[].attributes.body
An engaging and entertaining advertisement encouraging people to bring old technology back for responsible recycling and disposal (views 2330).

Officeworks 2016, Recycle your old computers at officeworks with the 'Bring I.T. Back' program, Video, Youtube, 23 February, viewed 9 February 2019,
<https://www.youtube.com/watch?v=KjBVLE8uEZo>.

# data[].attributes.attachment_link.title
Recycle Your Old Computers at Officeworks with the ‘Bring I.T. Back’ Program

# data[].attributes.body
Aliotta, C 2013, 'Evoke emotion through typography', blog post, joogpot, n.d., viewed 4 February 2019, <http://joogpot.eu/knowledge/16-webdesign/57-evoke-emotion-through-typography>.

# data[].attributes.body
Design Palette for Video
9 August 2019
Colour
This design palette is based on a triad of colours and keeps as closely as possible to #EI's existing colour scheme. The original PIFing green, was somewhat darker, but was described as 'not quite right'. Although it will require some updating across existing marketing materials, #EI is happier with #57AA11 as the PIFing Green.

As there is monochromatic blue in their main logo, the blues offered on the triad wheel, for the purposes of a video, are fine but #EI was not so keen on the light scale of the design palette. This may change as production gets underway.

Font
#EI have a strong philosophy that less is always more, so were not keen on introducing different fonts, other than a variation in colour or size of Calibri.

Reflection on Video Typography
Together with the use of black and white, all colours in the design palette may ultimately be used throughout the video; a first-time experience for all involved, so it is anticipated a variety of attempts may be needed to create the best look and feel, based on the clients' philosophy of simplicity in typography, allowing the audience to focus more on the emotive aspects and their need for peace.

# data[].attributes.body
Reflection on Existing Colours & Typography
4 February 2019
While #EI had an existing green #049948 they wanted to focus colours around, the triad palette was too dark.  During research, the orange range around #FF8858 was discovered and #EI were comfortable with substituting in green #57AA11 into existing logo files. However, the colour wheel around #BF4413, was far too dark (see extreme right of above illustration). #EI preferred the original palette (illustrated in the centre of same palette) as the shades of blue are closer to what they already have in their logo (illustrated below).

# data[].attributes.body
Enriching designs through wise font choices

# data[].attributes.body
Typography must be equal in its presence

# data[].attributes.body
Clarity through animated design choices

# data[].attributes.body
Depth through realistic creativity

# data[].attributes.body
The cornerstore of #EverythingIT's philosophy

# data[].attributes.body
4 February 2019

15 PRACTICAL TIPS ON HOW TO USE TYPOGRAPHY FOR EMOTIONAL DESIGN ractical tips on how to use typography for emotional design.

Add Character to Your Site
01 be yourself:
02 be human:
03 be focussed:

Typography as Design Elements:
04 be creative:
05 be diverse:
06 be consistent:

Build Your Design on Typography:
07 be clear:
08 be different:
09 be fun:

Link Content & Design
10 be playful:
11 create unity:
12 offer content:

Create Feeling of Depth
13 create realism:
14 create excitement:
15 abstract typography:

# data[].attributes.body
I asked myself a few questions to help plan out my research process:

Who does this product involve or affect?  The environment, household finances and personal relationships; ultimately everyone in the community.

Who is my target audience? Primarily mums, but really all women.

How do these people feel and why is it a problem for them?  Women tend to worry more than men, and tend to be more sensitive to personal judgement. To hear 'YourePIFingAwesome' when you drop unwanted techology off, will hopefully make them feel good about themselves. Perhaps the saying cam become as well known as FIGJAM (f*** I'm good, just ask me)

Who do I need to consult with during my research?  I had discussions with #EI and their clients.

who does this product involve or affect (your target group). Primarily women, but anyone who has empathy and wants to do the right thing.

The really interesting aspect of my research, is I found exactly what I needed, to validate what I wanted to do. I'm either naturally in tune with effective marketing strategies for business, or finding research to justify your ideas isn't that difficult; makes you think about how some ideas make it to the light of day...

# data[].attributes.body
14 January 2019
What I find most interesting is the social contradiction.  The man is the 'head of the household', but it's up to his wife to make sure he's a responsible man?  Visualise it... the couple out, 'the blokes' getting another round and her leaning in discretely before saying, "please dear, you've had six drinks and we still need to drive home".  Because he's six drinks in, he frowns at her, she submissively removes her hand from his, and knows he's going to be mad with her later at home 'because she emasculated him in front of the boys'.

Then my grandmother's words of "I wasn't liberated, I was born liberated" echo in my mind, and I visualise the lady deciding to get her drivers' licence and in the future saying, "Last drink, I'm leaving in... 30 mins... 15 mins... now...".

Joshua's Response: 17 January 2019
Hi Amanda,

These are some really great observations. I love the personal touch you have added to it also. It really is a mind boggling contradiction as you have pointed out.

Well done.
- Josh

Personal reflections: 25 January 2019

I'm very conscious of coming across as angry. I don't think I am, but I have grown up around strong women, strong emotions and a fair amount of toxicity. I think a lot about family stories of how Alice was remembered by her sister as 'being the softest', but my mum only knew a strict grandmother, who'd start the metronome as a way of telling her granddaughters they had to practice the piano. My brother was 'such a sweet little boy', and yet he grew into an angry man, who had a sharp and sarcastic tongue.  I wonder if in 20 - 30 years time my children / grandchildren will think of me as too tough or unforgiving.  I hope not; and perhaps that's why.  I got through divorce and am still nice... wait and see what menopause does to me!

# data[].attributes.body
Trailer
crash 2004 full movie 2018, Crash 2004 (Sandra Bullock), video, YouTube, 23 July, viewed 8 February 2019, <https://www.youtube.com/watch?v=ND5iLOutEZk>.

# data[].attributes.body
Change the Locks
kikasg 2010, Sandra Bullock - Crash Scene, video, YouTube, 13 February, viewed 8 February 2019, <https://www.youtube.com/watch?v=N-Umf_chNHw&list=PLjj1hroC5QJrw0RCSzdYVd2fk1hskExhH>.

# data[].attributes.body
You're my Best Friend
Xxlaura744xX 2009, Crash, sandra bullock clip 2, video, YouTube, 8 February, viewed 8 February 2019, <https://www.youtube.com/watch?v=qfV74PM7UVQ&index=3&list=PLjj1hroC5QJrw0RCSzdYVd2fk1hskExhH>.

# data[].attributes.body
Don't be fooled by busy and 'successful' people...
Ziegler, S 2017, Why moms are miserable, video, YouTube,  15 December, viewed 8 February 2019,
<https://www.youtube.com/watch?v=MwvctN3Uejg>.

# data[].attributes.attachment_link.title
Why Moms Are Miserable | Sheryl Ziegler | TEDxWilmingtonWomen

# data[].attributes.body
Crash Trailer
The movie Crash is a classic example of the stress in people's lives and how they react, may re-evaluate and try to improve and / or heal. There are a variety of key female roles, all of whom can be found in real everyday women throughout society.

# data[].attributes.body
The war machine
Allison, G 2018, Is war between China and the US inevitable?, video, YouTube, 20 November, viewed 8 February 2019,
<https://www.youtube.com/watch?v=XewnyUJgyA4&t=75s>.

# data[].attributes.attachment_link.title
Is war between China and the US inevitable? | Graham Allison

# data[].attributes.body
Beautifully ugly!
Hammer, C 2016, The business of beauty is very ugly, video, YouTube, 21 September, viewed 8 February 2019.
<https://www.youtube.com/watch?time_continue=4&v=j9vE4i017q4>.

# data[].attributes.attachment_link.title
The Business of Beauty is Very Ugly​ | Carrie Hammer | TEDxSantaBarbara

# data[].attributes.body
A daughter's worst nightmare
Sanghera, J 2013, Fighting forced marriages and honour based abuse, video, YouTube, 28 November, viewed 8 February 2019,
<https://www.youtube.com/watch?v=h_Xh5MXA7yY>.

# data[].attributes.attachment_link.title
Fighting forced marriages and honour based abuse | Jasvinder Sanghera | TEDxGöteborg

# data[].attributes.body
How 'fat' disappears
Meerman, R 2013, The mathematics of weight loss, video, YouTube, 10 October, viewed 8 February 2019,
<https://www.youtube.com/watch?v=vuIlsN32WaE>.

# data[].attributes.attachment_link.title
The mathematics of weight loss | Ruben Meerman | TEDxQUT (edited version)

# data[].attributes.body
Dealing with Judgement
Landsbergiene, A 2016, Responsible Parenting; creating memories not expectations, video, YouTube, 31 August, viewed 8 February 2019, <https://www.youtube.com/watch?v=A71OktxTPac>.

# data[].attributes.attachment_link.title
Responsible parenting: Create memories, not expectations | Austeja Landsbergiene | TEDxRiga

# data[].attributes.body
3 February 2019

A myriad of issues, and by no means all, that are faced by every woman the world over.  These videos are the professionals talking, but most women are bombarded with magazines, celebrity shows, news, and a myriad of online programs and YouTube channels across our globally connect world, and it affects different family members, friends and clients in different ways. #EI's video wants to convey the message of letting go of what you cannot change, fix what you can and simultaneously appreciate you are just one person in a world of 7 billion; it's not just up to you.

Similar promotional ads

s

# data[].attributes.body
Research Questions
15 January 2019

Gender dynamics in households

Household financial decision making

Women and financial decisions

6 February 2019

How many personality types are there in humans?

Colours used for marketing engagement

Stress in women

Marketing in general

Research Criteria

Peer reviewed journals

Full Text Online

Article

Publication date from 2010 to 2019

Subject: Filter not always used.

6 February 2019

In my previous research session I neglected to note my actual search words and how many results were available.

Search #1 'Marketing to Mums' (504 results)

Search #2 'Marketing to Women' (111,305  results)

Search #3 'Colour in Marketing' (51,830 results)

7 February 2019

Search #4 'Human personality types' (147,119 results)

Search #5 'Social media and consumers' (128,545 results)

Search #6 'Social touch and human development' (91,964)

Articles to Read

Unwrapping Colour

The Internet of Things

The Largest Market Segment is also Among the Most Overlooked

A cross-cultural analysis of the beahviour of women and men

Sexism in marketing

Parent and children in supermarkets

Marketing to Women

Exciting red and competent blue - the importance of colour

Demographic bases of word of mouth

A study on brand personality consumers perceptions of colours used in fashion brand logos

Individual values and household finances

Household bargaining, financial decision-making and risk toleranced

Sex Differences in Personality

Cognitive abilities and household financial decision making

Social touch and human development

Fear of missing out

Hugs and kisses

The role of gender dynamics in decisions on credit and debt in low income families

# data[].attributes.body
1. A study on brand personality: consumers' perceptions of colours used in fashion brand logos.
Ridgway, J & Myers, B 2014, 'A study on brand personality: consumers' perceptions of colours used in fashion brand logos', International Journal of Fashion Design, Technology and Education, vol. 7, no. 1, pp. 50-57.

Ridgeway and Myers' 2014 study into consumer perception of colours used in branding logos, illustrated how 'personalities' may be created in branding products or images to potential consumers.  This resource has some interesting research outcomes and it has offered a few new ideas for consideration, as well as validating #EI's ' existing branding philosophy and choice of colours, which everyone is happy to continue using.

2. Demographic bases of word of mouth.
East, R & Lomax, W 2010, 'Demographic Bases of Word of Mouth', Referred proceedings of the 2010 ANZMAC conference: Doing More with Less, Australia & New Zealand Marketing Academy, pp. 1-7.

East and Lomax's 2010 conference paper digests how gender and age demographics research can influence or affect 'word of mouth' (WOM) experiences of clients. It was particularly interesting in how they found that both genders are relatively equal in their positive WOM, but men were more aligned with technical and financial matters, while women focus on social or homebound issues.  Further, WOM was positively correlated with one's employment status rather than retirement, where social interaction can begin the wane.  The resource is reassuring to #EI as their preferred method of marketing is WOM, in particular, via their business FaceBook page, and 'Paying it Forward' to the community around them each week, where they plan on using the video about to be created.

3. Sexism in advertising and Marketing to women
Miller- Partner, M 2005, 'Sexism in advertising and marketing to women', International Journal of Advertising, vol. 24, no. 1, pp. 113-115.

Although written some 15 years ago, this journal article aptly describes the current feelings and motivations of women; mothers or otherwise, who are the everyday clients of #EI.   How advertising and marketing has shifted away from sexism to sexy, is of key importance when marketing to busy women; mothers or otherwise, making them feel empowered rather than useless, or as a tool for gratifying men, is essential.  #EI have strong values around treating women with equality and dignity, which they are keen to have reflected in the video.

4. Individual values and household finances
Gogolin, F, Dowling, M & Cummins, M 2017, 'Individual values and household finances', Applied Economics, vol. 49, no. 35, pp. 3560-3578.

This peer-reviewed article bases its research on how cultural values not only shape individual behaviour and attitutes towards financial decisions, but infact, defines them. As our society moves away from survival and traditional values, such as religion and marriage, and towards self-expression, that is increasingly open to accepting 'all walks of life', such a shift in social values impacts the decisions individuals / families make towards education and, higher paying jobs, and is a key determination in how households save and invest their money. #EI wants to educate the wider public that repairing where possible, instead of replacing at whim is not only financially responsible, but in a small way encourages people to embrace commitment, rather than ditching something they once loved, and mentally reinforcing a throw-away society.

5. On-Demand media give women flexibility and control; savvy marketers adapt by using multiple touchpoints.
Anonymous 2005, 'On-Demand Media Give Women Flexibility And Control; Savvy Marketers Adapt By Using Multiple Touchpoints', Marketing to Women, vol. 18, no. 10, pp. 5-7.

Exploring how to win the attention of busy multi-tasking women in a positive and memorable way, this article suggests that while women are open to marketing, they can be quickly turned off by it if their needs are not being met. Marketers have also established that when people fast forward through ads in a recording, they are in fact paying more attention to commercials, than someone who sits through it. This article spurred the concept of bombarding information mish mashing through a 'typical' day vying for a woman's attention, with the use of daily sounds of life that create stress as part of a 'movie reel', and is one way #EI's video may effectively gain the audience's attention.

6.  Social touch and human development
Cascio, CJ, Moore, D, & Mcglone, F 2019, 'Social Touch and Human Development', Developmental Cognitive Neuroscience, vol. 35, pp. 5-11.

Touch is a key component to how humans develop mentally and behaviourally. Its use is not only dynamic and intergrative, but the cornerstone of our emotional 'rewards' system. Positive touch invokes emotions of satisfaction, comfort and security, as well as defining how we bond socially, and is paramount to how people interact in relationships, learning and cultural connectivity. #EI's home-based office and understanding of those with special needs garners an empathetic, safe and inclusive environment for their clients to feel free from judgment. This is an imperative aspect of their core values, which they wish to emphasis gently within the video.

7. Parent and children in supermarkets: incidence and influence
Page, B, Sharp, A, Lockshin, L & Sorensen, H 2018, 'Parents and children in supermarkets: Incidence and influence', Journal of Retailing and Consumer Services, vol. 40, pp 31-39.

Research indicates that one-fifth of decisions for household purchases may be due to the influence of children. While this research report is based on grocery shopping, as children become more tech savvy than their parents, and school homework increasingly shifts online, parents are likely to consider their child's input during the decision making process in purchasing devices and peripherals.  Mums (including grandparents and aunties) want the best for their children, to help them get ahead in life, have the best opportunities possible... these days, that very much includes keeping up to date with the latest technology; but that's not to say, it has to be brand new.

# data[].attributes.body
16 January 2019

Child butterfly enters room where parents are hovering around...

CB: "I think there is something wrong with my antenna", presents his parents with a limp Antenna.
P#1 inspects the child and says, "Hmmm... that doesn't look good," with a worried look on their face and motions to P#2 to come and look at it too.
P#2 scowling and murmurs: "Replacing an antenna is quite an operation.  Are we sure there isn't someone who can look at it first and maybe repair it?"
P#1: "I don't think so. Can that be done?"
CB pipes up and says, "I saw something on FlutterBook that said they can".
P#1: "Maybe quicker and cheaper to just get a new one".
P#2: "Would a new antenna work with the original? Or would both have to be done?", looking stressed.

An iPad/Tablet materialises from CB, with a FlutterBook background and #EverythingIT logo in shot, "This is them", parents hover over child to look.

Pan to Owl, with Dan's voice who explains, it's always best to check first...

Advised we cannot use animation in the video.  Need to rethink what to do...

# data[].attributes.body
Triad design palette based on FF8858
http://paletton.com/#uid=30f0u0kkYw0b6OEg-EPpdtisMo0

Monochromatic
Orange FF8848 - http://paletton.com/#uid=10f0u0kkYw0b6OEg-EPpdtisMo0
Green 92E34E - http://paletton.com/#uid=12A0u0kl0v+b9O-gCELphtisOnZ
Blue 4078A4 - http://paletton.com/#uid=13x0u0kkSv+b0OHguERp6tfsHo0

Existing #YourePIFingAwesome / #EverythingIT Logo

# data[].attributes.body
5 February 2019
Attention
The video's emotion will focus on longing; for a simpler life, removing stress and kerfuffles of daily life.

Interest
#EI's experience of their clients is one of hustle, bustle and limited 'me / family time'. An easily recognisable way to take time out is to go to the movies. The idea of life with its ups and down running through your mind like a movie, seeing it right before your eyes, is a subliminal visual to make positive changes in your life.

Everyday life (Author's own 2019, unpublished).

Desire
Whether viewers are visual, audio or a combination, male or female, they will easily empathise with the character, whether it's them, their partner, sister, mum, other loved one.

Action
Viewers can choose to embrace positive aspects of the world around them and make it their life; when they do, they'll be reminded #YourePIFingAwesome.

# data[].attributes.body
5 February 2019 and adjusted on 10 February 2019
Silhouette of a woman's head, with film negative running through it with images of everyday life, home, work, children, love, death, storms, sunshine, life-moment location scenes and these images play over and over to symbolise life is circle of good and bad days, life's ironies, pleasures and pains.

Simultaneously, audio of angry muffled sounds, crying, heart beat racing, speeding car, screeching brakes, plane engines etc, and it all crescendos into a woman screaming before 1.5 seconds of silence... time enough for the audience to think there is something wrong, pause and turn, while they listen for what's missing... then relaxation music beings to play, images of homemade food, nature vistas, happy times, little frogs and people playing now roll through on the movie before ending on #EI's PIF page telling them, #YourePIFingAwesome.

11 February 2019 - Reflection
Late last night I thought it might be better to have the same images rolling through on film, but the relaxation music and ambient noises (children laughing, frogs croaking etc) to play in the background, suggesting no matter what's happening in your life... it's easier if you can stay calm.

NB: All the images will be my own and by the time the video is due, I hope to have more of my own sound effects as well.

# data[].attributes.body
What was I trying to achieve?

Assignment 1 has been an attempt to not only indentify, profile and research my target audience, but brainstorm initial creative ideas for a video that will capture the attention of and appeal to the audience.  I have researched and considered a number of #EI's products from a variety of perspectives (not all have been outlined above), and I was curious if I would find other videos on recycling computers / laptops / mobiles.  From my search, there were many where people explaining what to recycle, and some on how to recycle responsibly, but there were few actual 'commercials' promoting it.  We know there are groups out there, such as mobile muster, that encourage technology be returned, and some fix to resell, but we're not so sure about giving back for nothing to needy people in the community like we do. Of the three 'commercial's I did find, two were professional - one of them fun and the other filled with facts, while the third was either someone playing around, or a hill-billy drumming up business.  Either way, that commercial was a spectacular example of what not to do if you want to engage with women without making their skin crawl. These commercials were promoted to everyone, based anywhere.

I have attempted to think creatively about how to promote #EI's #YourePIFingAwesome campaign through the eyes of women, but hopefully empathetic members of the community will also appreciate it. I can't definitively say there aren't others who are doing the same kind of work, but as far as I can find, it's just #EI in the context of giving back to the community and not just the environment. My researech has been based on an excess of 15 journal articles, and I have annotated seven that were particularly useful, in the UniSA Harvard referencing style, together with online research on typopography, emotions and colour wheels.

What were my initial thoughts about promoting the product?
Initially, I had hoped to incorporate a little of the unit, 'Animation Design' within the video; but not to be, so thoughts moved to using Emily and Kyle, then green screening in an owl, to recreating a stop motion animation I did a few years ago with me spinning around and throughing my arms into the air, but that won't work in our current office set up.  Then... I think I watched an exemplar that only used images, and that did it for me.  I've gone through my Facebook photos and pulled out over a hundred images, that I can look through and work with as the video is produced.

Did I achieve it?
I believe I have achieved an excellent platform from which to spend the next four weeks learning as much as I can about Photoshop and creating this video, but if not, I look forward to receiving constructive feedback.

What could be done differently next time?
As I'm still very new to digital design, so I'm not sure what I could do differently next time. Perhaps have a list of everything that needs to be in the creative journal, because I had done the exercises, days / weeks later forgotten, or second guessed myself and ended up writing something similar again.  In a work environment this is not likely to happen because I create tick and flick forms that help me keep notes of where I'm up to, or others can come behind me and know exactly where I am. Forms like that take experience to develop; hopefully by the time I finish this degree, it will be well on the way.

What did I do well?
I hope by the end of this study period, I'll have a strong understanding of how to use basic coding, a stronger understanding and greater confidence in using Photoshop, and a lovely campaign video we can share across our Facebook social media pages. In the meantime, I feel I've created a solid platfrom from which to spring; together with this assessment feedback.

# data[].attributes.body
Looking at #EI's FaceBook reviews, Dan and Amanda are described as 'friendly', 'courteous', 'highly professional', 'genuine', 'polite' and 'very honest', while their service is ''absolutely fantastic', 'great after care', 'went above and beyond and promptly solved our problem', 'excellent', 'reasonably priced' and 'amazing'.
EverythingIT 2019, Reviews, EverythingIT, viewed 7 February, 2019, <https://www.facebook.com/pg/EverythingIT.tech/reviews/?ref=page_internal>.

However, a conversation with clients, makes it clear the community doesn't understand what #EI's services include; ironic considering their name is #Everything IT, however, in the last three months the Facebook 'Panania Community Page' has allowed their business to skyrocket and their word of mouth advertising prefence is gaining serious momentum. Their weekly Paying it Forward on Friday between 4 and 7pm is another source of soft advertising and also educates the general public about not throwing out old devices.  It's certainly the slower approach to building a business, but #EI believe it's the best way to build strong ties as clients physically meet them and are handed marketing materials such as this pamphlet...

# data[].attributes.body
Quicksprout n.d., 'The complete guide to understanding consumer psychology: The psychology of colour', blog post, Quicksprout, n.d., viewed 4 February 2019, <https://www.quicksprout.com/the-complete-guide-to-understand-customer-psychology-chapter-4/>.

# data[].attributes.body
THE COMPLETE GUIDE TO UNDERSTANDING CONSUMER PSYCHOLOGY

How the appeal of colour may be used to engage with consumers, make them feel interested, at ease and connecting with a business and / or their with an immediacy expected in the social whirl-wind that has become the standard expectation in our global society.

The chapter works through:

what Pures (hues), tints, shades and tones are.

understanding how colours invoke feelings in different cultures and individual emotions.

the effectiveness of keeping design simple; less is always more.

statistical data that validates their commentary.

the 'art of colour coordination', which introduces the colour wheel.

gender-based colour preferences including how colours are categorised.

the importance of viewer accessibility including brightness, colour difference, rules of thumb and examples of website inspirations.

how all of this is relevant to product sales by positively capturing consumer attention.

the impact elements have on a website such as text links, navigation, buttons, headings and listed items.

branding a product / business personality.

understanding your business niche.

.

.

# data[].attributes.body
EVOKE EMOTION THROUGH TYPOGRAPHY

Emotions are an intential, useful and useable measure of consumer personality, playing a significant role in how consumers evaluate risk, solve problems, categorize information and influence decisions and relationships built on the buy-in process, made up of three emotional designs including domination of decision making, increased motivation and affecting memories that create individual personalities.  Their fundamentals are:

How Typeface Looks
The difference between Sans Serif (fonts best for screen) and Serif (fonts for print).

Reading & Legibility
Kerning - the spacing between specific words.
Tracking - improving space between letters such as L & A.

High Contrast
Contrast is important to ease viewer reading when dealing with screen brightness.

Scalability
How size, type and line length affect the fluidity and flexibility of grid and images.

Hierarchy
Create beautiful, communicative and meaningful designs via thoughtful and visually pleasing layouts requiring less thought from viewers.

Tone of Voice
Helping users define and understand the personality of two dimensional communication.

.

..

.

.

# data[].attributes.body
4 February 2019

Option 2
Considered a stop-motion of me experiencing technology difficulties and throwing my arms in the air with a segway to getting help from #DanGassmanOsborne @ #EverythingIT, but I don't want to be on film, my desk is in Dan's workspace, so it won't work very well.   I then reflected on what I'm passionate about:

Breaking down cultural divides by having Mums from a variety of cultures and professional backgrounds, come together and their children play.

Educating women and all children.

Living an uncluttered and happy life, free from kerfuffles and angst both emotionally, physically and in mind, body and soul, but most importantly, within our homes, workspaces and social environments.

Inspiring people to be everything they can and want to be no matter the challenges they face... perceived or real.

Option 3: Summarised in a sentence
The video will be aimed at mum's (regardless of age and profession, who are constantly on the go, with little headspace for themselves. We want to inspire women they are 'awesome', no matter what is happening there is still good around them, and remember to 'Pay it Forward' (PIF) with superceded tech, because YourePIFingAwesome.  I do not believe there are any other videos promoting device recycling in this manner.

Tone - Feeling states

Worn out, exhausted, loud, rushing, no time to stop, think and reflect.

Life feels easier, less loud and calmer, with 'me time' when you are inspired.

EXISTING COLOURS & FONTS
Colours

Blue, White & Black (#EverythingIT colour).

Green (#YourPIFingAwesome colour).

Fonts

#EI currently uses Calibri, including italics, for its simple lines, decluttered feel and ease for reader vision. It also reflects their personal and professional philosophy of 'Keeping it Simple', and 'Less is always more'; the colours work well, and they feel the use of font size and colour range will crease emphasis.

# data[].attributes.body
4 February 2019

MESSAGE & TARGET AUDIENCE
"Advertising that works is creative, different, funny and stand out because there are no cliche's"

What is my message?  Take a moment for yourself, declutter your life and #ThrowItToUs because #YourePIFingAwesome.

Who is my audience?  All women, but particularly mums.

MODE, TONE & COLOUR

What is the emotion or mood of the video?  From high levels of noise and stress that rattle the brain, to calm tones allow clarity and peace.

How do they feel after seeing the video? Hopefully they will feel encouraged to relax, motivated to PIF unused devices and empowered about themselves.

What tone / emotions will you need to convey to convince your audience of your message? Authenticity, support, encouragement, calm.

Which colours best represent these emotions?  Blue (trust, dependable and strength), green (peaceful, growth and health), and [pastel] orange (friendly, cheerful and confident).  Hopefully clients will see these qualities in #EI too.

Which fonts best represent these emotions?  Why? I'm not entirely sure yet, perhaps I missed the notes, but I found this great website and will research. Digitial Synopsis 2018, What different types of fonts mean and how to use them, Digital Synopsis, viewed 4 February 2019, <https://digitalsynopsis.com/design/font-psychology-emotions/>.

TYPOGRAPHY

Font legibility Serif (print) or Sans serif (screen) and reader ease via kerning, leading and tracking.

Check out http://webaim.org/resources/constrastchecker/ down the track.

Design unity: one font is preferred, two at most.

Remember fonts convey textual meaning and emotion.

# data[].attributes.headline
Initial Reflections: 14 - 15 January 2019

# data[].attributes.subject
Initial Reflections: 14 - 15 January 2019

# data[].attributes.body
As this study period gets underway, I'm filled with excitement, the beginning to practical application for the degree and a topic the whole family can take an interest in.  I shared an idea with Kyle, and as usual, he interrupted with his own ideas before I'd finished the thought. It's a great opportunity and exercise to help him listen with intent and not simply waiting his turn to go back to what he was talking about before; making him 'focus' on others, instead of himself and engaging in group discussion, rather than running his one-man beginning to end movie productions. Emily is just keen to learn how to be creative and developing her skills. ShopFront is fantastic foundation for her and she's so completely excited to be starting again the second week back at school. By the time this 9 year old finishes school, I won't be surprised if she's running her own creative projects. I wonder if she'll like working with us, or just produce her own with people who work with / for her.

The best learning style for me is active and reflective participation, so I won't be surprised if I come up with a few different ideas and vascillate a bit. I'll outline (almost) everything so I can see my progression and share this with the Kyle and Emily so they may appreciate things don't have to be 'perfect' the first time.  Like anything, creativity is journey.

Since my motivation for completing this degree is to set up Dao Digital Media with Dan and involve Kyle in projects with us, for the remainder of this study period, I'll be interchanging between personal perspective and to that of 'my client', especially as #EverythingIT (#EI) will be using the video in the business moving forward, just as the final assessment pamphlet from GRAP 1027 is currently used. Obviously, I make up half of 'the client', however, I still need to step into the shoes of both entities; I just hope I don't confuse myself!

To fully appreciate what kind of commercial would be best for #EI, I need to first have a complete picture of #EI's values, philosophies and vision, and strip each aspect of the business and its operations down to fundamentals.

Other students have tended to use a more singular colour system, and while I reflected on this option, my visual style of working means I found it easier to use different colours in each area of the business to help compartmentalise the different personal, professional and social priorities of #EI.

There are huge differences between the low socio-economic coastal town of Maryborough, and higher disposable income in Sydney and how technology is maintained. In a nutshell, Maryborough residents repair, repair, repair, while many in Sydney throw out perfectly good technology and replace with something new and shiny.  First thoughts centre around educating the public to check if a device can be repaired before replacing it with something new. Specifically, to come from three perspectives, Parent #1 (P#1) who opts to just replace it, Parent #2 (P#2) who is worried about finances, and how this interaction teaches their child values around finances and environmental responsibility.

# data[].attributes.headline
100 Ideas for #EverythingIT's Commercial

# data[].attributes.subject
100 Ideas for #EverythingIT's Commercial