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Cao, J 2021, '12 colours and the emotion they evoke', blog post, Creative Bloq, 26 January, viewed 3 April 2021, <https://www.creativebloq.com/web-design/12-colours-and-emotions-they-evoke-61515112>.

This article was useful in that it explained to me how specific colours are used to their full potential in evoking certain emotions from the audience. This was helpful for me as it gave me a deeper understanding of the topic as a whole.

Cherry, K 2020, 'Colour psychology: does it affect how you feel?', blog post, Very Welll Mind, 28 May, viewed on 3 April 2021, <https://www.verywellmind.com/color-psychology-2795824>.

This article was useful as it discussed the psychology and science behind colours and how they can affect your mood. It was helpful for me as it allowed me to really consider my target audience and think about how I want them to feel in response to my brand and promo video.

Fussell, G 2020, 'The psychology of fonts (fonts that evoke emotion)', blog post, envatotuts+, 16 May, viewed 3 April 2021, <https://design.tutsplus.com/articles/the-psychology-of-fonts--cms-34943>.

The article post was useful as it explained in detail the psychology behind particular font styles such as serif and sans serif, and how we as people emotionally respond to them. This was helpful for me in narrowing down my font choices and picking one to help promote my brand.

Idler, S 2012, '15 practical tips how to use typography for emotional design', blog post, Usabilla, 6 December, viewed 2 April 2021, <https://usabilla.com/blog/15-practical-tips-how-to-use-typography-for-emotional-web-design/>.

This article was useful in that it helped me to understand the various ways in which typography can be used to evoke certain feelings and emotions in people. This was helpful for me in learning more about the topic as a whole.

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The MindMap above showcases my brainstorming and the paths I took to explore and widen my perspective of the impacts of wellbeing and mental health on individuals. Key ideas such as 'Audience' and 'Challenges' stemming from poor wellbeing helped to broaden my understanding why some people want to meditate and practice mindfulness, and why others do not. The 'Work Engagement' idea, however, is the main topic I would like to focus on, particularly in my promo video, as it will allow my audience to relate to the message more and understand why it is important to look after yourselves.

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Benefits of Meditation and Mindfulness on Wellbeing MindMap

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Benefits of Meditation and Mindfulness on Wellbeing MindMap

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These are the colours I plan to use fro my brand and promo video. I chose these colours because they radiate a sense of calmness. The cool shades of blues fading into greens represent the ocean and soothing water, and the trees and grass - nature. The outdoors has a instant healing affect on people, so choosing to use these colours will allow our audience to trust us and feel safe in looking after their wellbeing with us.

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After researching various font styles and typography, I had ended up with three possible styles to use for my brand and promo video.

Font Choice #1 - Caviar Dreams

I chose this font because it is modern, simple and pleasing to look at. It conveys a kind and trustworthy tone, emitting a calm and relaxed feeling in the viewer.

Font Choice #2 - Bebas Kai

I chose this font because it was slightly bolder than the previous example, which gives the font a little more authority and demands action. It conveys a confident tone, producing a reassured emotion within the audience.

Font Choice #3 - Geo Sans Light

I chose this font because, it was similar to font choice number one, however the style was more predictable in a way - the letters were all on the same angle. It creates a calming and elegant tone and generates a peaceful emotion.

The font I have decided to use will be Geo Sans Light because it had the best use of letter hierarchy, and properly conveyed the message of trustworthiness, reassurance, and calmness I want my brand and promo video to reflect.

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I believe my target audience feels unaware of the resources available to them which are there to help them with looking after your mental health and wellbeing, by watching my video, they will understand how simple it is to take care of themselves.

I want my target audience to feel relaxed and at ease by the simple narrative and calming atmosphere the video produces with the inclusion of nature, after watching my promo video. I would like the audience to understand that all they have to do is download an app and they can begin learning about themselves and start their journey to improve their wellbeing.

The tone and emotions I will need to convey to convince my target audience of my promotional message will be to provide a calming and soothing atmosphere where the viewer can feel relaxed, comfortable and safe.

The colours which would best suit my message and promo video will consist mainly of cool colours such as shades of greens and blues, which will also help generate a sense of trust. Neutral colours such as greys and white I will also consider using as they generate a sense of professionalism, which will make the brand appear serious about their work.

The fonts which would best suit my message and promo video will need to be a sans serif font to make the brand appear modern and trustworthy. Also, the font will need to be something that is calming to look at in itself to further promote the brand's message.

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Attention: I will make sure that my audience is hooked by the start by showing them a video of a woman meditating, surrounded by a lush garden, in an effort to make the video not instantly fell like you are watching an ad. The picture will portray a sense of calmness to the viewer, allowing them to relax.

Interest: With the stress of busy lives, it can be difficult to take a moment to yourself to relax and wind-down at any point during the day. The target audience will be able to identify with this and understand that taking care of your wellbeing and mental health can take as little as two minutes a day.

Desire: The feeling of relaxation and calmness of the opening scene will instantly grab the target audience's attention as something that they long for in their hectic lives. Cross-cutting from the woman meditating outside, to the same woman at work in a busier environment. yet still looking relaxed, will convince the audience that they need this app.

Action:  After viewing my promo ad for my product, the audience will respond to the call of action by downloading the recommended app, which will be displayed at the end of the clip, telling the viewer where to download it from. They will have been convinced that the level of peace the protagonist in the ad felt in her work life, can be achieved in their own

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How will I Grab the Audience's Attention?

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How will I Grab the Audience's Attention?

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My promo video will be different from other, similar videos by allowing the audience to relate to and / or want to relate to the character on screen. The opening scene will not be like a regular ad's, which will further gain the trust of the audience as the rest of the video unfolds.

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0 - 10 seconds: The promo video will open with a low angle shot of trees against the sky. This will make the video appear more like a film than an ad. You will be able to hear birds chirping and the wind rustling through the leave and other various nature noises. The camera will then move downwards and slightly back to reveal a woman (young adult) meditating on a mat with her phone open to the app I am promoting. She is cross-legged and focusing on her breathing.
10 - 20 seconds: She goes to pick up her phone and stops the time, illustrating one of the many features of the apps. There is a reverse shot back to the women looking at the phone. As she looks up the scene cross-cuts to her at work, still smiling and still appearing relaxed. There are loud noises surrounding her, juxtaposing from the calm environment she was in earlier. She turns to walk away from the camera.
25 - 30 seconds: The scene dissolves to a screen with a message about the app and where you can download it from. This will be the call to action as the audience will be convinced that their life could be like the woman's from the video. Fade to black.

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Academic Resources / Annotated Bibliography

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Academic Resources / Annotated Bibliography

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Creswell JD,  2017, 'Mindfulness Interventions', Annual Review of Psychology, vol. 68, pp.491-516.

This research article examines the connection between mindfulness and work engagement, focusing in particular on attention, awareness, present focus and acceptance, and their impact on work engagement. This source was useful as it explained to me the evidence behind how mindfulness is positively related to, as well as improves, work engagement which really helps to support the message I am aiming to promote.

Forjan, DN, Tuckey MR & Li Y, 2020, 'Problem solving and affect as mechanisms linking daily mindfulness to task performance and job satisfaction', Stress and Health, vol. 36, no. 3, pp. 338-349.

This research article discusses what mindfulness interventions are and how they can generate greater attention to and awareness of present moment. This source was useful as it helped me to understand the opportunities and challenges that mindfulness interventions had to offer for various communities of people.

Gunasekara, A & Zheng, CS 2019, 'Examining the effect of different facets of mindfulness on work engagement', Employee Relations, vol. 41, no. 1, pp. 193-208.

This article studies the relationship between mindfulness and job satisfaction, including a focus on mindfulness and task performance, as well as problem solving confidence. This source was useful for me as it explained the effects of various activities used to improve mental health and how they positively impacted a variety of people, further helping to support the message I am promoting.

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Promo Video #2 - Headspace Ad

This Headspace promo video is effective in that it discusses the global pandemic crisis and how stressful it has been, which the audience can relate to. It also mentions how their app will be free to use for those who are unemployed, ultimately drawing the audience in further. My ad will be different to this video as I will not be mentioning the pandemic crisis, nor will I have much narration or voice-over at all, to make my work seem less like an ad and more like a short film.

Headspace 2020, The Headspace Promise, video, YouTube, 15 May, viewed 11 March 2021, <https://www.youtube.com/watch?v=Dwf_n4H1-z0>.

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Promo Video #3 - Smiling Mind Ad

This ad is effective as the calm and creative animations draw the audience in to pay attention as the narrator simply explains what mindfulness is and how you can benefit from it. My promo video will be different as it will be live-action, rather than animation, allowing the viewer to relate to the character better. Instead of describing to the audience how you can benefit, I will be showing the audience how it will benefit you.

Smiling Mind 2018, What is mindfulness?, video, YouTube, 8 November, viewed 12 March 2021, <https://www.youtube.com/watch?v=OaRDbLWeSXE>.

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Promo Video #1 - The Calm App

This Calm promo video is effective in capturing the audience's attention at the beginning as the video does not feel like an ad, however towards the end, we seen to lose interest due to the lack of activity. My video will be different in the sense that it will show how my app will improve your life after you use it, rather than just showing examples of different people exploring the app.

Calm 2018, The Calm App, video, YouTube, 27 March, viewed 11 March 2021, <https://www.youtube.com/watch?v=fTQ9CRl_XPM>.

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Why do people choose to look after their wellbeing?

Why do people tend to look past the negative impacts a poor wellbeing can have on you?

Are there social or stereotypical challenges that lead to people avoiding taking care of their wellbeing?

Do victims of poor wellbeing and mental health wish to improve their wellbeing state at all?

How do various families and/or friends behave when someone they care about becomes a victim to a negative wellbeing?

How could this wellbeing app improve the lives of people who wish to be helped?

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My primary target audience for my product will be women aged between 16 to 35 years. My secondary, more broad target audience will include all people who wish to improve their wellbeing and benefit from mindfulness guides and activities.

I plan to capture their attention by focusing on a woman meditating, sitting outside and enjoying the nature, the shot will then fade into her at work enjoying herself and breathing easier with a calm mind. This transition will hopefully show the audience how beneficial looking after your wellbeing and mental health can be for you.

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Summarise the Message you wish to Promote

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Summarise the Message you wish to Promote

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An app that promotes and educates adults and adolescents on the benefits of meditation and mindfulness on your wellbeing with guides you can follow.

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What do I need to show or say in the promo video that will persuade my audience to take action?

What do my target audience already know, think or feel about my message?

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1. A new brand of chocolate.
2. Dog rescue / dog shelters and awareness.
3. A new, fictional television show for kids.
4. A new, fictional book series.
5. A new fitness app that journals your health plan and goals.
6. A hair mask to help de-frizz curly hair.
7. A drone package and mail delivery service.
8. Awareness surrounding neurological illnesses such as dementia and Alzheimer's.
9. An app which creates recipes based off ingredients you already have in your fridge / pantry.
10. A museum with a new historic exhibition in need of promoting.
11. A website with a step-to-step on how to draw anything you like.
12. A smart-mirror with a built in A.I.
13. A fashion brand made from 100% recycled clothes.
14. A fictional fashion show showcasing popular outfits from various decades.
15. An event planning website allowing you to organise every detail for an upcoming party etc.
16. A virtual reality simulator that connects to various places around the world, allowing you to explore cities from your own home.
17. A bandaid that adjusts colour when applied, depending on your skin tone.
18. A florist website that arranges bouquets based on your personality, after taking a quiz.
19. A streaming service purely for old and classic film and tv shows.
20. A device that records conversation in another language and replays back in your ear in your spoken language.
21. A fictional music concert promoting Australian bands and singers.
22. A fictional bakery in need of promotion.
23. A website where people can connect with others who are interested in the same tv shows.
24. A VR system which allows you to visit your favourite fictional world from a film or tv show.
25. Eyeliner guides which make applying eyeliner simpler and easier.
26. A program which allow you to transfer DVDs you own to your laptop etc. with ease.
27. An ice-cream shop where you can create your own flavours.
28. A cinema which screens only old movies so younger generations can experience them on the big screen.
29. A device that monitors a certain plant when placed in close soil, and connects to an app so you can track the plant's growth.
30. Glow-in-the-dark earrings.
31. An app which lets you know how many people are in a certain place at a time.
32. A bird-watching app where you take a photo of a particular bird and the app will tell what it is.
33. A fictional clothing hire brand.
34. A fictional sports / energy bar.
35. A website that keeps up to date and streams local sports teams near you.
36. A fictional doggy play-date event.
37. Online dance workshops for adults.
38. Glow-in-the-dark wands that can re-charge.
39. Awareness of the dangers of bad gambling habits.
40. Promoting a fictional cruise line.
41. A website where tutors for various school subjects can be found.
42. Awareness for mental health in teenagers and young adults.
43. A website where you can design and create the scent for your own candles.
44. A website where you can donate pre-loved toys to children in poverty.
45. Awareness for children living in poverty and those who are homeless.
46. Promoting wildlife conservations and sanctuaries for endangered and threatened species.
47. An interactive calendar app where you can set reminders and create to-do lists and receive notifications.
48. An online streaming service for books which you can pay a subscription for and read online.
49. An app where you can receive notifications about local events happening near you, based on where you live, what you like / dislike.
50. An online program which can teach you languages specifically involving pictographs.
51. An online game where you can play as your favourite characters from any book world / fantasy.
52. A device which can measure and record how old a particular tree is if the age was unknown before.
53. A search engine programmed to search the internet for any resources regarding the movie title that is entered.
54. A new school snack for kids' lunches that meets the nutritional requirements a child needs.
55. Fictional goggles that connect to an app, and once worn the user can see their world through the eyes of other animals (e.g. blind / vision impaired / colour perception etc.).
56. A cooking app where you can personalise your own recipe book by adding recipes from various chefs / bakers into one folder.
57. An app where, using your phone camera, will scan any colour it sees and tell you specifically what colour it is based off the Pantone colour system.
58. Deforestation awareness.
59. The benefits of recycling for the environment.
60. A website which suggests clothing brands and outfits based on your zodiac sign /s.
61. A website which allows your to design your own pattern which you can then specially print to use as wrapping paper.
62. An app which scans your drawings and displays them as how they would look in reality.
63. An app which listens to real-time animal noises and lets you know what type of animal it is, whether female or male, and describes why they are making the particular sound, e.g. mating call etc.
64. A fictional, independent baking business which needs promoting.
65. A wellbeing app helping people with meditation and mindfulness actives.
66. Fictional, local author promoting her next book by doing a book-signing event.
67. A fictional, stage costume-design business in need of promoting.
68. A website where dog breeders can announce arrivals of new litters and where people can ask to adopt / buy dogs.
69. A fictional news and current affairs tv show designed specifically for kids to understand.
70. A fictional gardening club in need of promoting.
71. An app for children which helps teach them how to take care of their pet /s, in a game form.
72. Awareness for the excessive use of electricity and how it is destroying the environment.
73. A fictional photographer in need of promoting help to boost their business and sell photos online.
74. A website where you can design / draw your own earrings and get them professionally made for you.
75. A fictional doll for children to play with that promotes body positivity.
76. A new, fictional pizza bar in need of promoting.
77. Online sewing workshops helping to develop new and existing skills, requiring a subscription.
78. The benefits of exercising on mental health.
79. Awareness of the effects of climate change.
80. A fictional crisp brand promoting a new flavour.

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My initial thoughts regarding this task include feelings of excitement, but at the same time I am feeling slightly overwhelmed. I have done little of this kind of thing before so I am feeling a bit uncertain about beginning the task. I don't have an idea I would like to develop for this assignment yet, but I am confident that after brainstorming, I will have a few solid ideas.