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Unless I'm missing something (which is entirely possible), Dan says this isn't possible unless the page is hosted, or I upload my zipped files, which people can alter... while I have an excellent sense of humour, my trust levels suck. Here are the screen dumps.

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Saturday, 16 March 2019 and Sunday, 17 March 2019
As I begin to reflect on Introduction to Digital Media (IDM), Albert Einstein's quote, "The more I learn, the more I realise how much I don't know" comes to mind, and it aptly describes how I feel. While looking for the date he made that quote, I found so many other of his quotes that ring true; logic versus imagination, does a child understand your explanation, live your life akin to riding a bicycle, make lots of new mistakes, and one's success should be measured in value.

Measured in value... on the eve of finishing my fifth unit in this degree, and the value it has not only given me, but my family and our business, is absolutely tangible in our collective confidence, how we are not only thinking about expanding our business, but from the first study period (SP) named it; Dao Digital Media isn't just a 'someday' idea, it is already developing assets, building relationships and creating the life I've imagined for the better part of 15 years; be anywhere in the world and "still generating an income". The genesis of that life started with studying financial planning and teaching myself the fundamentals of investing and business management of small businesses.  Tick, but not my passion.  Bachelor of Digial Media... you're it!

In recent months, Dan's autoimmune illness has become worrying. We've had the better part of 4 years with little to no issues, but since Christmas, up to several times a week he'll tell me 'x' is aching. In the last few weeks he's been having sweats. My inner knowledge suggests there is time to get the degree finished and Dao Digital Media established, so we can both be breadwinners comfortably; but I need to keep going, I need to stay focused and I need to get back to two units a study period, no matter what. I practice drawing several times, during SPs I do Lynda tutorials, and to starve procrastination, I should aim to do something for other businesses. Using my current skills for Lissy and Sarah's (friend) businesses would be a good start.

Significant things I have learnt this study period and points of interest (that I can recall at the moment)

It is okay to say, 'I can't do this yet' and put a unit on hold while getting your non-existent skills up to speed.

Do not presume your skills are equal to or less than others; while I heard many people moan about it, I really enjoyed coding and want to spend the weeks between the study period watching Lynda tutorials and improving my skills.

There is still much to learn, but my Photoshop skills have improved significantly, reduced stress and increased confidence.

A first-time user of Premier Pro, I was pleasantly surprised how easy it was to use; albeit I did watch some extra tutorials.

I composed a simple piece of music using MuseScore. Something I've wanted to do since I was 10/11 and overheard my parents say what I had created wasn't any good.  I'm going to bring my flute back out, brush up my theory skills and write more.  When I'm ready, I'll do a song writing course a friend of mine is doing at the moment.

While my organisational skills are genetically encoded and I have 25 years administration and business experience, IDM allowed me to play around with how to organise files not only within the structure of saving and handling them, but importantly within Photoshop. This SP, 'grouping' clicked in for me and I found it so much easier to navigate around the myriad of images, texts and effects. Typical of my learning style, it can take six months for me to really get something... but once I have it, I can back years later and pick right back up; like I did the financial planning software packages.

How I take photos has also changed.  Majority of the time now I take them in landscape, although I did manipulate Heaven on Earth to be landscape in assessments, and I'm not so worried about the brightness and contrast; Abandonded Park was a great eye-opener of what I could do in Photoshop and spurred me to fix others.

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Sound Effects
14FValtrovaT 2018, Long-horn.wav, Freesound, 27 February, accessed 4 March 2019, <https://freesound.org/people/14FValtrovaT/sounds/419695/>.

Alcappucino 2018, Hungary Meadow Morning Birds.wav, Freesound, 23 January, accessed 5 March 2019, <https://freesound.org/people/Alcappuccino/sounds/416205/>.
All Sounds 2014, Woman Screaming - Sound Effect, video, YouTube, 10 December, accessed 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, accessed 10 February 2019, <https://www.youtube.com/watch?v=Aiuio8lAOIg>.
Deleted_User_1390811 2009, I can't believe you did that.wav, Freesound, 24 December, accessed 5 March 2019, <https://freesound.org/people/deleted_user_1390811/sounds/86383/>.
Free Sound Effects 2014, Crowd Talking [Free Sound Effects], video, YouTube, 23 August, accessed 10 February 2019, <https://www.youtube.com/watch?v=mLld3JVwxew>.
FunWithSound 2016, Door Slam.mp3, Freesound, 30 September, accessed 5 March 2019, <https://freesound.org/people/FunWithSound/sounds/361167/>.
Journalanon, 2007, Kettle Boiling, video, YouTube, 17 June, accessed 28 February 2019, <https://www.youtube.com/watch?v=hFI1V5UNy2k>.
Osborne, AF 2019, DM Composition, author's collection, unpublished.
Osborne, AF 2019, Traffic Noise, author's collection, unpublished.
Osborne, AF 2019, Visually impaired street crossing audio, author's collection, unpublished.
Osborne, AF 2019, Voice Over, author's collection, unpublished.
SkyernAklea 2018, Storm, Freesound, 3 October, accessed 5 March 2019, <https://freesound.org/people/SkyernAklea/sounds/442125/>.
UltimateSoundEffects 2015, Presto [Apple Ringtone] [UltimateSoundEffects], video, YouTube, 20 September, accessed 28 February 2019, <https://www.youtube.com/watch?v=58x7PZkQkCw>.
Volonda 2018, Girl-Screams-Raw-File-mp3-v1.mp3, Freesound, 5 September, accessed 4 March 2019, <https://freesound.org/people/Volonda/sounds/439518/>.
Your Questions Answered 2016, 1 Hour of crying baby, video, YouTube, 10 July, accessed 10 February 2019, <https://www.youtube.com/watch?v=oL2B-AAnsHo>.

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Stage 2, Part 1
Unlike Stage 1, these images did not move across the screen, as I wanted to encourage the viewer to slow their mind, pause their body and think about what gives them a centre of strength. When I loved myself enough (Author's own, 2019, unpublished) is a quasi path through my healing journey as I wrote and dated personal entries over the years, knowing my children will one day see them. When, I loved myself enough, I moved away from the planted idea that I'm not as intelligent as others or 'an artist', and stepped into, My world of academia (Author's own, 2019, unpublished) and started a Bachelor of Digital Media surrounded by years of personal inspirations (it may be hard to see... my wall is covered with inspirational quotes [many I have written]), while Bed of Roses (Harry 2016,  Author's collection, unpublished) acknowledges Dan and I are a team and are each other's centre. Shining Through (Author's own, 2015, unpublished) with it's severe bottom-up angle to capture the tree canopy and magnificent rays, reminds us how small and interconnected we all are in the cycle of life.  And finally, my personal favourite, Heaven on Earth (Author's own, 1992, unpublished) perhaps encourages us to meditate, to ponder / believe in existence after death with certainty (how else can I explain saving the life of someone I didn't know, without Ben's help?), to clear one's mind and trust.

Call to Action
While the audio is slightly different to what is seen, in the interest of 'less is more' and creating the feeling of bringing everything in under control, I moved away from the horizontal rule of thirds used till this point, and made it a loose vertical rule of thirds.  That feeling of 'straight up and down' subliminally tells the audience #EverythingIT will give it to you straight.

The promotional video's evolution played a significant role in the final Call to Action image.  Versions 1.2 through to 1.5 are linked below:

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Images
Harry, J 2016, Image of Bed of Roses, author's collection, unpublished.
Osborne, AF 1992, Image of Heaven on Earth, author's collection, unpublished.
Osborne, AF 2004, Image of The Duffields, author's collection, unpublished.
Osborne, AF 2011, Image  of Squashed, author's collection, unpublished.
Osborne, AF 2014, Image  of Goodbye Grandad, author's collection, unpublished.
Osborne, AF 2014, Image  of Remembering Ben, author's collection, unpublished.
Osborne, AF 2015, Image  of Emily Melting, author's collection, unpublished.
Osborne, AF 2016, Image  of Closing In, author's collection, unpublished.
Osborne, AF 2016, Image  of Spider, author's collection, unpublished.
Osborne, AF 2018, Image  of Time for Me, author's collection, unpublished.
Osborne, AF 2019, Image  of Abandoned Park, author's collection, unpublished.
Osborne, AF 2019, Image  of Blue Screen of Death, author's collection, unpublished.
Osborne, AF 2019, Image of Carpark Full, author's collection, unpublished.
Osborne, AF 2019, Image of It started here, author's collection, unpublished.
Osborne, AF 2019, Image of My world of academia, author's collection, unpublished.
Osborne, AF 2019, Image of Power, author's collection, unpublished.
Osborne, AF 2019, Image of Return & Earn, author's collection, unpublished.
Osborne, AF 2019, Image of Shining Through, author's collection, unpublished.
Osborne, AF 2019, Image of When I Loved Myself Enough, author's collection, unpublished.
Osborne, AM 1984, Image of Amanda with Grandad, author's collection, unpublished.
Osborne, AM 2017, Image of Storm Aftermath, author's collection, unpublished.
Pexel 2012, Black & white close up eyes face, Pexel, 6 March, accessed 10 February 2019, <https://www.pexels.com/photo/black-and-white-close-up-eyes-face-407035/>.
Clipart Library n.d., 35mm Film Cliparts #2583773, Clipart Library, accessed 10 February 2019, <http://clipart-library.com/clipart/2105752.htm>.

Tutorials
Tutvid 2018, Movie Text End Credits Photoshop CC Tutorial, video, YouTube, 6 June, accessed 15 March 2019, <https://www.youtube.com/watch?v=Nn2VHPE6d0U>.
zFun Web Developements Ideas 2017, CSS - Show text over an image with blurred background, video, YouTube, 14 March, accessed 14 March 2019, <https://www.youtube.com/watch?v=W0ubfqwd4G4>.
zFunx n.d. On hover text with blurred bg, Coding text, Codepen, accessed 14 March 2019, <https://codepen.io/zFunx/pen/ZeJEzZ?editors=1111>.

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For every moment of doubt or unease, remember, you are not alone.

For every negative comment projected on you, remember, you are not the first.

For every step you take towards persevering and improving your life, you are one step closer to the life you deserve.

AFO 27.06.04

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Monday, 4 March 2019
My mind is thoroughly entrenched in putting the promotional video together, but from time to time it wanders away, up and over to CSS and HTML, and an overwhelming feeling of learning a 'new language' in time for submission catches my breath. While I found the initial working with HTML wasn't particularly hard, it was also only the basic building blocks.  I hear the moans of others who have done coding before, and I try not to let it etch into me; I purposely push my mind back to the task at hand; there's so much to learn here too, and if I don't keep my focus, I won't get the most out of this study period.

Wednesday, 13 March 2019
I've gone as far as I can with the promotional video for the moment; I need to let things flick around my mind.  So my focus has turned to the final assessment. It took me a bit to remember how to open things [rolling eyes] and till now I've been using Notepad, but after watching this week's tutorials and seeing there are programs that use colour, I've had a look around.  Sublime was fantastic for about 5 minutes until I asked me buy it for $80US.  Hmmm, no.  Looked further and found Light Table; it has been great.  The ability to see colours help.

Practically everything I've watched during this study period has been an opportunity to learn from others. Typical of every study period, I look for ways to be different from my peers; make things interesting for assessors, learn as much as I can, build my confidence. In that spirit, I'm wondering... I'm sure I'll find coding online to do it, but could I correctly input it to Advanced CSS, then HTML to create text boxes over the photo gallery?

This morning I successfully found how the code to change the colour of the side bar from black bar and grey background to #E96632 bar and, eyedropped the new background colour (#EBE6E5) from my Heaven on Earth image.  I did try #FFC0A7 first as it was in the original colour palette mix, but it was too bright and detracted from the page. In updating the navigation bar colours, even though the grey in the top-link hover was a light grey, I decided it would look better if it too was the #EBE6E5 colour. Took me a bit, but I found that too :D

Post script: Texting with Lissy today and she asked questions about studying online so she can juggle her small florist business, Ella, having a life with Min and finishing the study she started at Melbourne University. What made me laugh was her saying, "Study is fun, but it's exhausting". Yep... we are definitely sisters!  Both self employed, both with families and no matter how busy we get, there's an innate sense that keeps bringing us back to study. For me it's been ongoing for a decade.

Thursday, 14 March 2019
Before heading to bed last night I noticed there was a black bullet point outside the side bar.  I started to try and fix it, but I'd worked a solid 10 hours and my brain was fried.  I watched an episode of Newsroom with Dan and went to bed.  First thing this morning I sat down and gave it a half-hearted try; within a few minutes I'd found it!  Holy snapping duck waddles!  Great start to my day and fantastic boost to my confidence. Tinkered until Dan left with the kids, and came back determined to find coding I could use as a template for hovering text over images; and would you believe it? I found two YouTube videos that stepped through it, I tried one... it didn't take, but the second one did. I couldn't believe it. It took two or three attempts, and some tweaking to make it right. After every input, I'd refresh and check the website. Some made everything go completely haywire, so I'd 'Ctrl Z' until it was back to where I started, and try the next option. I'd have preferred the first coding as it looked 100% better, but at this stage of my CSS/HTML development I'll be satisfied with what I've achieved. I'm sure there will be more opportunities to develop my coding skills, and in the meantime I plan to watch some of the Lynda tutorial.

Friday, 15 March 2019
Back into it today, my confidence is still going well, but I hear my grandmother's sober words, "Don't get too far ahead of yourself".

Today I'm thinking about adding to the side bar on the 'Home' page. I'd like to square the page so it looks full and complete. Looking closer at the assignment requirements I realise the home page may not be quite right so I adjusted that too. I feel caught between it sounding like an assignment and a 'live page'; I settled on a 'live page'.   Completed this first, then figured I needed to input HTML coding for 'textWithBlurredBG'.  Brought the images across, updated the file names, saved the coding, then holding my breath and saying "please, please, please" out loud, refreshed the page.  Neighbours and passersby could have been forgiven for thinking I was having a "I'll have what she's having" moment as it worked!  To top it off, the colour of Kyle's I can't breath drawing, blended nicely enough.  Thank you Universe.

I worked through Simple and Advanced CSS with the intention of removing some coding that hadn't worked, but on reflection I think I'll keep it for posterity. The giggle I'll have when I come back years later and find it, smiling to myself of how far I've come.

Sunday, 17 March 2019
The banners were set to 800 x 200px, and images that were fine elsewhere, in this format were blurred. At first, I made sure I had my glasses on... then thinking perhaps I'd picked up the wrong logo, I redid Banner #1 once, with the same outcome. Dan was out and the only thing I could think of was increase the resolution. So I increased it from 72 ppi to 300 ppi, and presto.

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Assessment 2.1 - Project Assessment Website and viva presentation

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Assessment 2.1 - Project Assessment Website and viva presentation

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Stage 1, Part 1 - Every day issues...
This mum's mind is always racing with daily tasks, personal thoughts, feelings and emotions. I didn't have to look far to find photographs from my own life, that the research I completed validated my experiences. The overturned shopping trolley next to Menai Park aptly named, Abandoned Park (Author's Own, 2019, unpublished), illustrates rushing; of trying to squeeze everything in and simultaneously make everyone happy. The shot is at eye level to give the viewer an 'in the picture / this could be you' engagement. Carpark Full (Author's own, 2019, unpublished), leads your eye away and up (as it turns out, to Menai Park) emphasising the feeling of distance and, to me, a wave of cars lifting off the asphalt to crash over you. Renamed, Closing In, (Author's own, 2016, unpublished), this photograph was originally named, "This too shall pass" and intended as an inspirational photo. However, viewed by another it is equally easy to feel claustrophobic as stormy clouds engulf the sky.  Remembering Ben [my brother] (Author's own, 2014, unpublished) is just that and asking others, "Are you OK?".  The top-down effect of this image makes me feel Ben is watching over us.  And finally, Isabel's foot captured above a delicate soap bubble in Squashed (Author's own, 2011, unpublished) illustrates the fragility of existence, and relationships.  The situation with Isabel is crushing, a reflection of her father's hatred (akin to my grandmother's!) and having no ability to make things right again; to just have faith all will ultimately be well.

Stage 1, Part 2 - Every day problems...
The Duffields (Author's own, 2004, unpublished) is a tribute to my biological father's family of always smiling and never talking about problems; it culminated in my grandmother taking her life (I was 9; she got 'me'), and setting me on an 18 year journey to try and understand why.  It is a catalyst of the relationship I have with my father.  Emily Melting (Author's own, 2015, unpublished) is the quintessential photo every parent dreads of being at a [40th birthday] party and their 6 year old is suddenly ready for bed!  Goodbye Grandad (Author's own, 2014, unpublished) is the bitter-sweet day you reflect together on a life well lived, a soul of immeasureable beauty and a gentle man, who was always a gentleman, while Power (Author's own, 2019, unpubished) and Return & Earn (Author's own, 2019, unpublished) square off between enjoying everyday conveniences while trying to do 'one's bit' to help the environment.  It seems almost laughable as societies ever growing need for electricity is overwhelming our environmental ability to do good when giving back.

Stage 1, Part 3 - Every day pressures
Seriously... few people like Spiders! (Author's own, 2016, unpublished), and while I'm kinder than most, if in doubt... on this occasion I did play God and it was smited. Please play with me (Author's own, 2018, unpublished) was actually a 'heart string' photo to get our landlord to let us have a cat, but viewed by another is easily interpreted as please play with me instead of working. A top-down angle of these images acknowledges the power we / adults have over spiders / children. The final photo, Storm Aftermath (Osborne, 2017, unpublished)  was taken after a serious storm on Mount Glorious in Queensland, by my mum. The unexpected strength of the storm and recovering from the damage it caused was still being felt a year later. It is also an image of luck, but simultaneously having to problem solve cleaning up after Mother Nature has her say.

The images were 'looped' to illustrate how life keeps rolling around; similar issues, problems and pressures... every day.

Stage 1, Part 4 - AARRRGGGGGHHH!
Known in the IT industry as the Blue Screen of Death (Author's own, 2019, unpublished), this image exacerbates emotions directly and proportionately to the day one has had. It was purposely left out of the 35mm film strip to illustrate an actual event rather than a thought going through her mind. The image was also taken with a bottom up angle to illicit stronger emotions of it being a big issue or problem, and maybe more than she can handle on her own [and having confidence that Dan can fix it].

I note the text for Part 2 and 3 outlined above, is not quite as it occurs in the video due to how the audio was put together.  However, for illustrative purposes of motivation and process, I felt it made more sense to adjust them and make new images.

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9 March 2019
I was completely deflated on the 7th and did nothing but lie on the couch and watch The Newsroom while letting everything flick around my mind. The impending first anniversary of Isabel being manipulated out of our care, Kyle's emotional regression, Dan overworking to provide for us, feeling conscious I should be doing more to provide for our family, hearing Dan's words of love and support... encouraging me to finish the degree, my grandmother, our family history, how much I miss Grandad, how much I'll be destroyed when Dad passes... heaven forbid if something happened to Dan, or us. Fear and grief overwhelmed me and I let myself lie 'on the mat' for the day. My motivation was a little better yet, but barely. Perhaps it was fear, perhaps it was Spirit, perhaps it was just me being lazy? But this morning... as soon as I opened Premier Pro and watched v1.4 it hit me, and all of my mental strength was back. Keep all of stage 1, cut the poem from Stage 2.  It's more important to promote #EverythingIT, than one campaign; we have a multiple of ongoing campaigns that can be promoted and ingrained over time, and as people need them.  I remembered we were encouraged to do a voice over, and need a sound track. Five / Ten minutes later I was happy with keeping the call out voice over with a snippet of the composition; v1.5 was immediately saved.

The feedback was important and, in fact, Dad's input was pivotal, as was Deb's; afterall, she is ultimately the market segmentation the promotional video is aimed at. But really, the deflation was Kay leaving the group. I can get over people not responding even though I know they have seen it, but Kay leaving was unexpected. I thought we had a close relationship. But then again, what have the Duffield's always taught me?  Abandonment.  I'll think over the next 3 to 6 months about having another Facebook 'Friends' cleanout.

Why is this relevant? It makes me seriously consider how I feel about criticism. Perhaps it's easier when you don't know people? When there's no emotional attachment, no vulnerability, and you can genuinely consider their perspective which is free from fear of your reaction. And, if I'm honest, from a narcissistic point of view, it would have been nice for anyone to say, something like, "...good first attempt..., here's what came to me...". But then, I don't like people telling me what to say. I don't know... but what I did learn is I shouldn't put people on the spot, even if it's a PM group, regardless of how close I think we are, I should still ask privately first if they mind being involved.

Mum texted today asking how the assignment went, so I PM'd an updated link to FB. Perhaps the three thumbs up / love it comments it received fairly quickly were being kind? My internal chatter reprimands me that I strive to empower and inspire others, but I'm so hard on myself; always have been, and from a young age. I know I do it because it's safer than listening to steady streem of judgment engrained in my family.  "No one is harder on me, than me"; which for study purposes is a blessing and a curse.

Credits and referencing
I'll spend tomorrow working on this one. I've looked at the 'D' example several times of the last few weeks, but the credits look messy and it's been pointed out they are not using the UniSA Harvard style. Much of the material I've used is mine, and I figure I need to credit it somehow, but the referencing guide says no to listing in a reference list, only use it in-text referencing. I'm not sure what to do on the video itself.  You don't see them on commercials.

On a side note, when helping Emily do her Bounce Back homework this week, I included a better than basic, but not 100% correct reference in it.  She may only be in year 5, but there's no better time to start.  Perhaps I put in-text references in the Written Transcript?

Wrap Up
I know we have until Friday, but I'd like this finished as much as possible by the original due date of 12pm on Monday. This way I can truly twist and turn, tweak and OCD for the balance of the week causing myself all kinds of stress in finalising the last assessment.  Nothing like a bit of pressure to force succinct workmanship.

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Tuesday, 5 March 2019

Hi Amanda
How are things going? It is week 8 and we are moving towards the submission of your video. Are there any specific points I can help with? Happy to chat on the phone or email or live message. Let me know.  Katrina (11:46 AM)

Hi Katrina. I think things are going pretty well. I'm somewhat happy with what I've produced so far. I spent a couple of weeks after CA 1.1 results came back really thinking about what to do and how to do it. Feeling I was going around in circles, one night I did a personal mud map in my mind and broke everything down; it then hit me and I've been plodding along nicely since. I'm using an inspiration I wrote for someone 14 years ago (and post often to FB), most of the pictures are mine, nearly half of the audio is mine, and I actually composed the music (that one I couldn't believe! All those years of piano, flute and theory!!!) and my confidence in using Photoshop, Premier and MuseScore grow daily. In fact, I'm saving it this very minute to share with a few friends and to ask for the constructive comments.

I read last week that we need to get in touch this week, but I can't remember what exactly. I'll re-read that once the video has been PM'd to friends. Thanks for getting in touch. A (4:29 PM)

OMGosh it is deflating showing people your work. There's one thing I'm not sure about... I speak through Stage #2 and I'm talking slower because some people read slower, and I'm trying to cater to people with hearing impairment). Should I speak normally? I don't really have a 'radio' voice so it's making me cringe. Dan on the other hand loves it. I appreciate you can't make everyone happy; I learnt that when I was 16, but for getting the most impact and being as inclusive as possible...? I think what I've put together is a good mix. BTW... I'm happy we have the creative journal. It certainly helps give you clarity. I've been making notes and will upload next week. (6:55 PM)

It also seems that people don't quite get #tags, or they aren't as inquisitive as I am. If I engaged with a commercial, I'd go and look it up.

I think I will re record the inspiration quote in Stage #2. Hearing impaired people probably read at 120 wpm which (last I was told) is how fast newsreaders read. I'd rather sound upbeat and inspirational than slow and boring.

But right now it's Dan's shout for a glass or two of wine, and time to watch something while letting things flick around that racing mind of mine. (7:03 PM)

Wednesday, 6 March 2019
Hi Amanda - thanks for your messages!! It is always entertaining and enlightening to "be inside your head" as I read your cool conversational messages :) You sound in a good place and like you are going through the very normal creative process. It is tricky because as creative people we are wholly invested in our work – we are passionate about it. But there will always be clients or business partners who want us to do something different or just think about things differently. The best thing to do is express this – as you have done – discuss options and then move forward and create a great piece of work. I am more than happy to personally support you through the rest of this project – we can chat daily if you like 😊.

The connecting with us is booking a time for your week 10 website coding feedback and discussion session. I will put the scheduler up today and then ask you guys to pick a time in week 10 for 10 mins that suits you to do a zoom. But no stress - do it when you can. Ok - let me know is there is anything I can do. Katrina (9:55 AM)

OMGosh...! I'm 16 again and trying to make everyone happy; I realise with furvour why I'm a very happy fringe-dweller!

However, the very person I'm trying to connect with (a 50 something-woman who fosters 4 children with autism), doesn't get what I'm 'trying to convey, but perhaps she's dumb'. I tell her, 'you're not dumb, I'm not communicating effectively'. Beautifully, she comes back and says, 'love your openness to feedback' and gives me suggestions, that quite honestly is obvious, but not what I'm trying to say'. I don't want to a sound bite. I don't want to be like others and beat the same reliable tune; I beat my own path... I want people to think. I want people to explore themselves and expect more from life. Perhaps I'm too complicated. Perhaps I expect too much. Perhaps I'm too much of a thinker? And then I just keep telling myself this is a first year unit. But, I'm clear that I can't use this promotional video for #EverythingIT at the moment and thank heaven there's a second and third year ;) A (9:22 PM)

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Continued Assignment 1.2 - Ongoing Reflections 

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Continued Assignment 1.2 - Ongoing Reflections 

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Morning alarm bell sounds, the kind that jolts you out of sleep and sends your heart racing. Chirping birds can be heard, as traffic noise nearby becomes apparent with its hum and impatient, or perhaps warning, honks, before pedestrians are safe to cross the road, pepper in. The kettle for her coffee or tea comes to a boil just as her baby cries for attention. Her frustration is audible as she 'can't believe you did that', and a door slams before thunder is heard, followed by down pouring rain... and then, to top it off... her computer has the 'blue screen of death'... AARRRRGGGGHHH!

All the while her mind races with what's on her mind; going to the park, getting the shopping done, loss of family members, feeling squashed, weighing up family needs and trying to do the right thing environmentally... spiders OMGosh! spiders, finding time to play with her children and coping with the unexpected.

Just stop!! Find a moment to clear your mind for what makes you happy and centred, listen to relaxing music and take a deep breath. Everything else may be stressful, but working with #EverythingIT isn't.

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19 February 2019
Referencing seems to be an ongoing issue. It's frustrating because I check every reference against my Resources folder. Will go back when my mind is clearer and recheck them.  If I can't figure it out, I'll have to contact Katrina and ask her to give me a specific example.  I don't want to keep making the same mistakes.  I need a few days off to clear my mind of other issues, but while this is happening the video will play over in my mind.

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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>.

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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.

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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>.

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E-Waste: the Benefits of Recycling Computers and Electronics

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All I Really Want (Official Video) - Alanis Morissette

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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>.

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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/>.

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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>.

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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>.

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Recycle Your Old Computers at Officeworks with the ‘Bring I.T. Back’ Program

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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>.

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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.

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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 to 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).

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Enriching designs through wise font choices

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Typography must be equal in its presence

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Clarity through animated design choices

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Depth through realistic creativity

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The cornerstore of #EverythingIT's philosophy

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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:

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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...

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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!

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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>.

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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>.

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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>.

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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>.

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Why Moms Are Miserable | Sheryl Ziegler | TEDxWilmingtonWomen

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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.

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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>.

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Is war between China and the US inevitable? | Graham Allison

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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>.

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The Business of Beauty is Very Ugly​ | Carrie Hammer | TEDxSantaBarbara

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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>.

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Fighting forced marriages and honour based abuse | Jasvinder Sanghera | TEDxGöteborg

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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>.

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The mathematics of weight loss | Ruben Meerman | TEDxQUT (edited version)

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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>.

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Responsible parenting: Create memories, not expectations | Austeja Landsbergiene | TEDxRiga

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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 plethora 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

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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

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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.

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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...

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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

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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.

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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.

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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.

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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...

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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/>.

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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.

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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.

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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.

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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.

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Initial Reflections: 14 - 15 January 2019

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Initial Reflections: 14 - 15 January 2019

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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 a 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 incomes 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.

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100 Ideas for #EverythingIT's Commercial

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100 Ideas for #EverythingIT's Commercial