Creative Journal by

Journal Entry 1

runky002 — 2019-07-07 03:40:35 UTC

Right, so "they" say ...

^{Record your initial thoughts and feelings about the course and this task. Are you feeling eager? uncertain? overwhelmed? excited? Have you done this kind of thing before? Do you already have an idea you’d like to develop for this assignment?}

Initial thoughts?
Whoa! I am way too old, too green, too tired, too last decade, too not in this headspace or even this century, too ... too ... tooooooooooooooooooooooooooooooooooo! Yup! That!
Thoughts after sleep and coffee?
This is so excitiiiiinnnngggg!
Then: I am way too old, too green, too tired, too last decade, too not in this headspace or even this century, too ... too ...
My 6 year old daughter tells me a story about how her inner coach overcame her inner critic ...
Yeah yeah, ok, me too. Look, me too.
Gulp. I've got this.

This paldlet thingy
This is cool. I have spent many a $1 on a kid's scrap book from Kmart and filled it with scribbles and cut outs and images and sketches and all sorts. This feels like the digital version of that. Very nice.

Do I have any initial ideas?
I am more about message than product, I think. But maybe that's because I have never in my life thought about promoting a product so all my fear screechies rage free. Could be a good challenge? As for social impact messages, the anthropologist in me is going wild. But all too big and mammoth and thesis like for a first project ... ho hum
Ohhhhh I don't know, I keep thinking about coffee and the fact that I am sitting alone at my computer trying to self talk myself into a positive headspace for this ....
I have the little train rhythm going over and over: "I think I can, I think I can, I think I can, I think ...

80 Ideas Whaaaaat?

runky002 — 2019-07-07 04:05:57 UTC

Social Messages/People/Life

runky002 — 2019-07-07 05:04:02 UTC

Basic human need for connection
- People need people
Children need to play - benefits of play / power of play / play deprivation
Benefits of getting outdoors
We need to get dirty / back to the earth
Violence against women
Trauma - the impact/pervasiveness of, how it affects the brain, etc.
Trauma in young children
Benefits of group singing
Benefits of chiropractic adjustment
Yoga
The body-mind connection
Adults believe play is a child thing but it carries great power for adults too ... we need to get back in touch
Anti-bullying
Challenging yourself
This mindfulness craze - is there something in it?
Loneliness - prevalence, impact of; it's not just an old people thing
Motherhood and all its struggles
Sleep deprivation
Kindness
Altruism
Never too old to start something new
Invisible illness
You never truly know what is happening in another person's life/mind - aka. don't interact from assumptions
Karma
25 year anniversary of end of Apartheid
Refugees
Screen time for kids in schools - overuse? Affects?
Getting kids to eat healthily
Human trafficking - more prevalent than you think
Mental health stigma
The hyperactive child
Creative thinking
Flow (creative state)
Thinking outside of the box
It takes a village to raise a child - even in our modern society, we still need the village. Maybe we lack it too much?
The power of the sisterhood
Taking a risk
The vagus nerve
Getting involved in your community
Health benefits of coffee

Products/Places/Projects

runky002 — 2019-07-07 05:05:37 UTC

Coffee
Padlet
Ergonomic Chair
The local library
The local cafe - a community experience
Thermal coffee mug
Drawing tablet
Your local park
Local neighbourhood house
Sushi - its journey to you and all the people and places and experiences involved
Any food - the people and places and experiences involved
The produce market and the stories behind the people
Ipad - anti promote
Playmobil - children's toy
A (fictional) play centre that promotes creativity
Ortho shoes
A pen for arthritis sufferers
A pen that inspires great thinking
Adult colouring in books
Car seats
Comfy pyjamas
Planet friendly toilet paper
A women's centre/resource centre
Chocolate
A new piece of theatre
An artist
A specific not for profit organization
The local plumber
Recycled paper
Coconut oil and all its benefits
Oil cleansing
Art therapy organization/project
Marginalized youth performing arts project
A dance company
Applied theatre company
Weighted blankets
Heat wheat cuddle toys
Mum's bags
Fitness app
Salt lamps

runky002 — 2019-07-14 05:37:25 UTC

visually 2011, The Coffee Facts, visually, 25 November, viewed 7 July 2019,

runky002 — 2019-07-14 05:42:46 UTC

Matador network 2016, Infographic: 15 Surprising Health Benefits of Coffee, Matador, 16 June, viewed 7 July 2019,

runky002 — 2019-07-14 05:46:07 UTC

National Coffee Association 2014, 10 Health Benefits of Drinking Coffee, Facebook, 25 January 2014, viewed 7 July 2019,

runky002 — 2019-07-14 05:51:15 UTC

Lee, M 2017, Health Benefits of Coffee, Lee's Fitness Unlimited, 15 May 2017, viewed 7 July 2019,

runky002 — 2019-07-14 06:00:08 UTC

runky002 — 2019-07-14 06:01:29 UTC

Wilson, P 2004-2019, 20 Health Benefits of Coffee (And How to Get the Maximum Benefits of It), Lifehack, viewed 11 July 2019,

Starbucks Campaign

runky002 — 2019-07-14 06:07:57 UTC

Spary, S 2014, Starbucks celebrates 'real moments of human connection' in global campaign, Campaign 29 September 2014, viewed 7 July 2019,

Starbucks Campaign #2

runky002 — 2019-07-14 06:16:24 UTC

Starbucks Coffee 2014, Meet Me at Starbucks, video, YouTube, 30 September, viewed 7 July 2019,

Coffee

runky002 — 2019-07-14 06:18:54 UTC

Connection

runky002 — 2019-07-14 06:19:38 UTC

Health

runky002 — 2019-07-14 06:20:22 UTC

Physical and Mental

runky002 — 2019-07-14 06:21:44 UTC

There are people who will tell you coffee is the enemy. Coffee wreaks havoc with your system and will pretty much destroy your mind. Then, there are those of us who "know" that coffee is liquid gold ... for many many reasons ...

runky002 — 2019-07-14 06:25:20 UTC

The soul nurturing power of that first cup of coffee

runky002 — 2019-07-14 06:26:15 UTC

J.K Rowling wrote Harry Potter in a coffee shop

runky002 — 2019-07-14 06:27:58 UTC

Amazing ideas sketched out on a napkin in a coffee shop.
How often does that happen?
Famous Cases?

Mind Map

runky002 — 2019-07-14 06:39:11 UTC

Mind Map

runky002 — 2019-07-14 06:43:23 UTC

Mind Map Reflections

runky002 — 2019-07-14 07:13:01 UTC

I am a huge fan of ye olde spider diagram method (aka mind map) and use them all the time when I am approaching new creative work and at many other stages along the way.
This mind map helped me make the human connection and explore various themes and ideas that I could possibly explore/include. It also helped me to keep reflecting on coffee itself and all the avenues the bean and its production could open.
In this way, I found the mind map super useful for keeping all the major idea areas and themes in focus.
I feel like it is still quite incomplete. I'll keep adding to it as I go.

runky002 — 2019-07-22 00:06:38 UTC

Cook, G 2013, 'Why We Are Wired to Connect', Scientific American, 22 October, viewed 10 July 2019,

Journal Entry #2

runky002 — 2019-07-22 01:29:42 UTC

- People need people. People love coffee. Coffee involves and connects many many people.
- Simple enough but how not to be totally cheesy and "deja vu"?
- There's a self care / soul nurturing aspect to it also - the act of enjoying a nice cuppa as well as the social connection of sharing one
- We are wired to connect
- too much coffee can make us feel wired. LOL
- When I think of the beautiful lady who owns my favourite coffee business and our chats on the doorstep each time she brings me my order. How I know about her family, her woes and dreams, our shared motherhood and work experiences, etc.

In true theatre director style, I am starting to see scenes play out in my mind that would really capture the mood and what I am trying to say but I don't have the filming skillset or budget to create these scenes so I need to come up with an alternative way of visually expressing them. Photographs? Ok. Maybe. But they would need to be either awesome emotional/candid shots or very dynamic - or both, really. How do I do that?

What would be the pace of the film? Is it a slow, gentle, almost caressing feel? And, if I go with that, can I keep it engaging enough? How?
The quick, dynamic, commercial meets music video approach may be too overwhelming.
What are the alternatives?
How do I draw you in, make my message resonate with you, all the while making your mouth water for my coffee?
Hmmmm, is that what I am trying to do? What do I want? I want you to connect with me, acknowledge our shared human need to connect, long to connect with others in that moment or reflect on the beautiful connections in your life, think of your loved ones, etc and then associate all this with Infusi Coffee.
Warm the cockles - literally and metaphorically.

runky002 — 2019-07-25 23:55:16 UTC

Smilovitz, S 2018, 'Emotional Marketing Examples Scientifically Proven To Sway Buyers', Instapage, 18 September, viewed 20 July 2019,

runky002 — 2019-07-26 00:01:11 UTC

runky002 — 2019-07-26 00:03:57 UTC

Princeton psychologists learned that first impressions form in less than a second.

runky002 — 2019-07-26 00:10:03 UTC

McLeod, SA 2018, 'Maslow's Hierarchy of Needs', Simply Psychology, 21 May, viewed 26 July 2019,

runky002 — 2019-07-26 00:13:42 UTC

McLeod, SA 2018, 'Maslow's Hierarchy of Needs', Simply Psychology, 21 May, viewed 26 July 2019,

runky002 — 2019-07-26 00:15:11 UTC

Research on advertising shows that the emotional response to an ad influences consumers’ intention to buy much greater than the ad’s content itself.

Note to Self

runky002 — 2019-07-26 00:16:12 UTC

How to tie the health benefits of coffee into the mental health benefits of coffee (so to speak) and human connection?

runky002 — 2019-07-26 00:18:02 UTC

Narratives and storytelling engage consumers’ subconscious and create an emotional connection with the brand and the story.

Interesting Approach

runky002 — 2019-07-26 00:38:47 UTC

They use only words and music - image of real time typing with music that carries a feeling of mounting excitement and "this is big"

Human Connection World 2017, Human Connection - a nonprofit social network for a better world, video, YouTube, 18 December 2017, viewed 20 July 2019,

Human Connectedness

runky002 — 2019-07-26 00:45:39 UTC

TV 2 Danmark 2019, All that we share - connected, video, YouTube, 29 March 2019, viewed 20 July 2019,

runky002 — 2019-07-26 00:48:53 UTC

The Liberators International 2015, World's Biggest Eye Contact Experiment (Global Video), video, YouTube, 5 November 2015, viewed 20 July 2019,

runky002 — 2019-07-26 00:58:52 UTC

McLeod, SA 2018, 'Maslow's Hierarchy of Needs', Simply Psychology, 21 May, viewed 26 July 2019,

Challenging Assumptions

runky002 — 2019-07-26 02:52:07 UTC

Journal Entry #3: Challenging Assumptions

runky002 — 2019-07-26 02:53:40 UTC

IdeaHow would you portray DISconnection? Could you "sell" the impact/power of disconnection and then somehow cleverly tell a story of steady decline until coffee and connection come onto the scene to ...?
Maybe this is how I solve my "too cliche" or "too cheesy" idea? You see an ad entitled "coffee connection" and you assume it's going to be all sweet and charming and pulling at the heartstrings. Beautiful music, beautiful images, happy people, connected people, yada yada yada.
What happens if you turn that on its head?
sad sounds, jarring sounds, sounds that don't make sense
disjointed images, empty images, stark images, images that don't make sense.

As much as we can all relate to our "wired" human need for connection, so, too, can we all relate to feelings of disconnection, isolation, loneliness, not belonging, etc
How to portray these emotions/states/etc without being boring and deja vu?
We don't want to see more images of people alone in a darkened room or huddled on a stormy beach or crying alone in a corner ...

BELONG - hmmmm, that's a powerful word
The coffee belongs in your kitchen
You belong in your "village" / community

What about a PUZZLE concept?
The quest for meaning in/of life is a puzzle for everyone. The perpetual, unsolved puzzle.
Use distorted or disjointed or "disconnected" images of their opposites (the original idea - human connection stuff)
can do the same with the body and physical health
mental health
as the "story" (or however you do it) Is played out, so the images com together or grow clearer or repair or whatever it is they need to do in order to create a clear, relatable, non jarring, relaxing/accepting/??? image of CONNECTEDNESS.

Do people want facts? If so, instead of the tired, overused wellbeing facts about health and happiness, etc, what about the hard facts about the flip side? The impact of isolation, disconnection, etc? And thereby, in a roundabout way, "sell" the power of connection?

The people who LIKE being isolated? The hermits? etc?
You could give them their place. They are alone and happy. But still drinking coffee.
That could be how you bring in the "humanity slash global" connection idea?
Idea - Maybe their coffee arrives in a parcel and opening that parcel connects them with the person who packed it?

Annotated Bibliography

runky002 — 2019-07-27 05:26:12 UTC

Fishbane, M 2007, ‘Wired to connect: Neuroscience, relationships, and therapy’, Family Process, vol. 46, no. 3, pp. 395-412.

While geared to therapists, this is a really interesting article about how neuroplasticity of the brain is related to social connectedness and experience. The author highlights how "human connections create neural connections" (Fishbane 2007, p.396). Social relationships have a powerful impact on the synaptic connections and circuits of our brains. In fact, as the author notes, the very structure and wiring of our brains requires the attunement and attentiveness of others. "The brain is an organ of adaptation that builds its structures through interactions with others" (Fishbane 2007, p.396). The evolutionary importance of connection in facilitating survival and neuroscience's discovery that the brain's very design makes it a social organ are a focus.
_{"we are wired to connect. Neuroscience has discovered that our brain's very design makes it sociable, inexorably drawn into an intimate brain-to-brain linkup whenever we engage with another person. That neural bridge lets us affect the brain-and the body-of everyone we interact with just as they do us" (Fishbane 2007, p.400)}I found this article not only fascinating but it provided backbone and "scholarly clout" to everything I had been reading and coming to understand about the power of human connection in the context of my message. Paragraph after paragraph, it provided me with "facts" that support my argument/cause. You can't ask for better than that.

Holt-Lunstad, J, Smith, TB, Baker, M, Harris, T, & Stephenson, D 2015, 'Loneliness and social isolation as risk factors for mortality: A meta-analytic review', Perspectives on Psychological Science, vol. 10, no. 2, pp. 227–237.

This article looks at the health impact of actual or perceived social isolation and how a lack of social connections has been linked to detrimental outcomes including increased risk for mortality. Not only are both loneliness and social isolation associated with negative health behaviours (eg. smoking, lack of exercise, poorer sleep), but there is also a strong impact on all the associated biological processes including blood pressure, C-reactive protein, lipid profiles and poorer immune functioning. These are also tied to a range of psychological factors (eg. depression, anxiety) which, in turn carry their own health risks. The findings? Higher survival rates among those who are more socially connected.

A useful article providing me with the health risks of social isolation and, so, the health benefits of social connection. Not only a good source of "fun facts" but, also, an excellent potential parallel tie in with the health benefits of coffee? A way of linking the two?

McLeod, SA 2018, 'Maslow's Hierarchy of Needs', Simply Psychology, 21 May, viewed 26 July 2019,

Maslow's hierarchy of needs is a theory by Abraham Maslow, which argues that people are motivated by five basic categories of needs: physiological, safety, love, esteem, and self-actualization. These needs are organised in a hierarchy ranging from more concrete to more abstract needs. As a lower need is met, so the next need on the hierarchy becomes our focus.

The first four levels are often referred to as deficiency needs. They arise due to deprivation and motivation to fulfil them grows increasingly intense the longer they are denied. Once they are more or less satisfied, the go away, making room for the next set of needs.

The top level is the growth level. These needs stem from our desire to grow as a person and perhaps even reach the highest level - self-actualisation.

Every person is capable of moving up the hierarchy and achieving self-actualisation but life experiences cause an individual to fluctuate between levels and may even cause movement back and forth between the different levels or types of needs.

The article also examines the expanded 7 stage and 8 stage models of the hierarchy which include cognitive needs, aesthetic needs and, finally, transcendence needs.

I'm wondering how I can draw on this theory to both sell my concept as well as guide me on how to sell my concept? Is there a way of touching on them all? In a few seconds? Hmmmm. Can I combine any? Can I appeal to the consumer's insatiable need to fulfil certain needs? Do I assume lower level needs are met? Or do I show how my coffee and human connection are meeting them? Ticking their boxes? Lots more thinking needs to happen here. This is not quite as "black and white" as the previous two articles regarding how I can use the idea. For this reason I have included the embedded graphics and a link to the article on my journal page as separate entries. (see above)

de Mejia, EG & Ramirez-Mares, MV 2014, ‘Impact of caffeine and coffee on our health’, Trends in Endocrinology and Metabolism, vol. 25, no. 10, pp. 489–492.

The article contains some interesting "marketing fun fact" statements like:

"coffee is the most frequently consumed caffeine-containing beverage" (de Mejia & Ramirez-Mares p.489)
"Coffee is now grown in 60 tropical and subtropical countries"(de Mejia & Ramirez-Mares p.490)
"The highest caffeine intake occurs in consumers aged 50-64 years" (de Mejia & Ramirez-Mares p.490)

The article gives me some science supported evidence for pro caffeine consumption marketing such as lower risks of Parkinson's and Altzheimer's disease, better liver function, aiding weight loss, decreased risk of developing some cancers and even a decreased risk of type 2 diabetes. These are all useful "selling" facts and can be linked to mental health or listed alongside mental health issues, thus giving them more validity.

The short history of coffee could also be useful. Time will tell.

O'Keefe, JH, DiNicolantonio, JJ & Lavie, CJ 2018, ‘Coffee for cardioprotection and longevity’, Progress in Cardiovascular Diseases, vol. 61, no. 1, pp. 38–42.

Another article packed with consumer swaying information regarding the health BENEFITS of coffee consumption. The list continues: lower risk for cardiovascular death, coronary heart disease, contestant heart failure and stroke. Alongside these findings, coffee is attributed to improving some cardiovascular risk factors such as type 2 diabetes, depression and obesity. Chronic coffee consumption is linked to improved asthma control, lower risk for liver diseases and some cancers, as well as protecting agains tome neurodegenerative diseases. The magic number? 3-4 cups of coffee per day! Wow.

There is some cross over with the previous article but, combined, I have enough to support the information I have found in a number of infographics online. Great marketing fodder.

runky002 — 2019-07-30 02:30:25 UTC

Smith, A 2014. 'The brew crew: Australia’s heaviest coffee drinkers', blog post, Ray Morgan, 6 March, viewed 30 July 2019,

runky002 — 2019-07-30 02:51:11 UTC

Australian Bureau of Statistics (ABS) 2014, Australian Health Survey: Nutrition First Results - Foods and Nutrients, 2011-12, cat. no. 4364.0.55.007, viewed 30 July 2019,

Coffee Health Benefits

runky002 — 2019-07-30 02:56:08 UTC

Interesting article further boosting the argument (more specific).

Tv Commercial: Coffee

runky002 — 2019-07-30 03:03:29 UTC

Almost touching, but let me sad, not warm and "connected" and rejuvenated, etc

NESCAFÉ UK & Ireland 2017, NESCAFE Gold - For the Moments That Matter, video, YouTube, 9 October, viewed 27 July 2019,

Target Audience

runky002 — 2019-07-30 03:08:14 UTC

Mothers aged 31 - 50 years old.

Australian Bureau of Statistics shows that the proportion of persons drinking coffee in the 31-50 years age group is around 63% - making it the second largest group (next to 51-70 yrs at 66%)
Among coffee drinkers, the largest consumers, according to the Ray Morgan findings, are people who work long hours and parents.

This makes me think mothers aged 31-50 years old are a significant target market.

This is also my demographic. I am a mother, aged 45 years. So, in addition to library, statistical and online research, I am in a unique position to be surrounded by my target market on a daily basis. Talk to the Mums in the school yard, interview various micro demographics in this group - younger Moms, older Moms, young kids, older kids, etc. Not scientific and very very subjective "research" of a very small population but it will certainly feed me with ideas and possibly trigger new things to consider or think about.

The woman who owns and operates Infusi Coffee fits into this demographic also which provides another solid tie in / marketing point.

Schoolyard Banter Input

runky002 — 2019-07-30 03:17:44 UTC

These mommas are:

tired / drained / exhausted
not wanting to waste time or money
barely get to enjoy their cuppa each day so want it to be sensational
juggling many many burdens and emotions each hour
don't get a lot of time to rest
very little "me" time
their daily coffee is both a much needed pep and a reminder that they are "worth it" (back to it has to count!)
socially isolated
missing connection. disconnected from workforce, old friends, the "before kids" life.
everything becomes an effort
loneliness
feeling judged and not accepted
stressed / anxious / both
at the end of their tether
relying heavily on the sisterhood (if they have it)
Can't always make it "out" (aka to a coffee shop) but that connection with a girlfriend over the kitchen table can be a lifesaver somedays

TV Commercial: Women supporting women

runky002 — 2019-07-30 23:33:09 UTC

Lush Cosmetics North America 2018, Women Supporting Women: Meet Genieve, video, YouTube, 4 May, viewed 30 July 2019,

Simple Emotional Marketing example

runky002 — 2019-07-30 23:37:01 UTC

BestVineVideos 2013, Can a Gum Commercial Make You Cry?, video, YouTube, 7 September, viewed 30 July 2019,

Technology / Equipment

runky002 — 2019-07-30 23:40:39 UTC

austinmcconnell 2019, Can You shoot A Feature Film On An iPhone?, video, YouTube, 16 February, viewed 30 July 2019,

runky002 — 2019-07-30 23:43:08 UTC

IF I figure out the skills and try filming content myself, at least I own an iPhone! phew.

runky002 — 2019-07-30 23:44:09 UTC

What would you need for sound and tripod/steady filming, etc?

The "Mom" Demographic: Australia

runky002 — 2019-07-30 23:55:58 UTC

Australian Bureau of Statistics (ABS) 2013, Media Release: Aussie mums by numbers, cat. no. 4215, viewed 30 July 2019,

Marketing to Moms

runky002 — 2019-07-30 23:58:32 UTC

United States but still relevant

Latham, M 2017, 'Marketing to the "Mom" Demographic', blog post, Recurly, 29 August, viewed 30 July 2019,

Capturing the attention of my audience

runky002 — 2019-07-31 00:03:09 UTC

I need to appeal to the emotional longing of these time poor and weary women and convince them that taking time out for social connection is as important as taking time out to eat. Nourishing the soul is as critical as nourishing the body.

I need to appeal to their intelligence and not just "sell" them coffee as a linear/simple product. Why coffee over tea? Or hot chocolate? Or a glass of iced water? Promote the health benefits of coffee: "hey exhausted Mom, you need to take care of you! Did you know coffee can do that? Here, drink coffee!"

Why Infusi coffee over any other? At its heart is another Mom trying to carve her path along the road also - just like you.

Feeling alone and semi isolated or disconnected or living in the "mummy bubble" and lamenting modern society's lack of "the village" is an all too common Mom conversation. At one point I considered coming at it from the opposite stand point and looking at the ill effects of loneliness, etc but these women already know this. They have felt it. Give them images and sights and scenes that tantalise them: being supported, belonging, being part of a sisterhood, connecting, not being alone - just plain and simple relief.

Message draft #1

runky002 — 2019-07-31 00:10:32 UTC

Connection: critical to mental health - looking after yourself/your mind

Coffee: so many physical health benefits - looking after your body/ honouring the vessel that carries you

The Sisterhood: women supporting women. It takes a village ... and we will create it!

Colour & Emotion

runky002 — 2019-07-31 00:29:47 UTC

graf1x 2019, 'Color Meaning and Psychology', blog post, GRAF1X, viewed 30 July 2019,

Colour Psych Poster

runky002 — 2019-07-31 00:32:40 UTC

graf1x 2019, 'Color Meaning and Psychology', blog post, GRAF1X, viewed 30 July 2019,

Colour and Tone Reflections

runky002 — 2019-07-31 00:39:04 UTC

Assumption of emotion before seeing my video:

refer to "schoolyard banter" post above

How do they feel about coffee?

it's just another drink; OR
it's my "fix", my "pick me up", my "drug" to survive
it's not good for me but I can't live without it

How do I want them to feel after they have seen my video?

relieved, relaxed, inspired, invigorated, loved, connected, refuelled

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

it's safe, healthy, nurturing, "good for you", part of "self care"
encouragement to participate, connect, nurture, feel "not alone"
social, connected, belonging
there's hope; optimism
warmth and inviting

Colours:

Yellow: optimism, clarity, warmth; uplifting and illuminating; associated with confidence and success; enthusiasm, happiness, spontaneity, positivity
Orange: friendly, cheerful, confidence; encouragement; social and inviting; excitement, warmth and enthusiasm
Blue: trust, dependable, strength; calm, tranquility, serenity, peace; loyalty, integrity, responsibility
Green: peaceful, growth, health; renewal and life; refreshing and peaceful; abundance and plentiful; restful, harmony, balance

Which one would lead?

orange
green would be a close second
blue drives the message home, solidifies it, makes it trustworthy

And is there a way of pulling them together?

fiddle with triad schemes - a tricky way to go but not impossible.
The colours do not need to be equally weighted. Play up the orange. Blue becomes a natural complement. Green completes the triad

If I had to lose one, which would it be?

Yellow. Orange is a combination of yellow and red and so some of the properties of yellow (the ones I am looking for) could be argued as already being subtly present? Or is this wishful thinking?

Saturation: less saturated perhaps? Not quite pastel but very much gentle and harmonious. I'm not wanting a pale or washed out effect but not a bright and bold, in your face effect either.
Is it possible to have an overall low saturation tone with the odd stand out colour?

Brightness: daylight and "sunny"

Message draft #2

runky002 — 2019-07-31 00:47:13 UTC

Coffee and Connection:

You can't have one without the other
We should not be living without either

The Coffee Connection: it's obvious, isn't it?

Font Psychology

runky002 — 2019-08-11 02:19:40 UTC

Kolenda, N 2019, 'Font psychology', blog post, Nick Kolenda Psychology and Marketing, viewed 7 August 2019,

Font Psychology

runky002 — 2019-08-11 02:27:53 UTC

Aliotta, C 2016, Evoke emotion through typography, joogpot, viewed 7 August 2019,

Commercial Example

runky002 — 2019-08-11 02:32:53 UTC

The Official Pandora 2015, The unique connection, video, YouTube, 13 April, viewed 8 August 2019,

Typography

runky002 — 2019-08-11 02:38:22 UTC

It's for web so I'm looking for a sans serif font
My audience is time poor - it needs to be easy to read and highly legible
I want it to convey comfort and gentle invitation so it needs to be rounded
I want it to be very personal and human. In this case, I should consider a handwritten font. Handwriting fonts also evoke a feeling of close and connected which is exactly my message (50% anyway)
Lower case - compassion and innovation
Connected letters - unity and collectivism

That's a lot to consider. Which fonts would tick many/most/all of these boxes?

Handwriting Fonts:

Indie Flower - casual but possibly a little too "weak"? It looks like a grocery list or quick note to self font which could appeal to my target audience (very familiar and attuned / personal).
Kalam - easy to read and a good flow but there's something "not human enough" about it.
Amatic SC - I like this one. It's warm and personal. Is the uppercase too direct and powerful or is it a nice combination of authority and warmth?
Permanent Marker - I thought the familiar would be a nice touch but it's too ordinary and boringly familiar
Just Because - I really like this one. I love it's femininity, it's signature slash greeting card feel. It evokes friendship and intimacy. BUT it is way too much for a full site.
Miss Issippi - nice, clear, but kind of bland
PW Double Script - Another one I really like. Good for headings and quick lines but not necessarily full body? The draft like feel makes it very authentic and relatable. Could be a really nice one for any text on video.
Lancaste Script - This is an awesome alternative to 'just because font'.
Luna - this one seems to tick all the boxes

Rounded Fonts:

Myriad Pro - Another favourite. Simple, clean and gentle. It has a calming and trustworthy feel.
Sukhamvit Set - similar to myriad pro but gentler feeling
Avenir Next - spaced and clear; very very clean
Source Sans Variable - softer, almost has a hand jotted feel; very personal and human feeling

Other Fonts:

Brush Script - nice, clean, ticks many boxes. Too "ordinary"?

I really like the handwritten fonts most for my message but I think they would be very tiring as a body text on a website. The would be great as headings and "pull outs".
Top 3: Amatic SC, PW Double Script, Luna and Lancaste
Amatic Sc or PW Double Script would work very well for the video (if I decide to go with different fonts)

The rounded fonts feel like a better choice for a website. My favourite among them for this project being Source Sans Variable

Source Sans Variable looks really good teamed up with Luna. They are both rounded and both have that warm, comfortable, at ease feel

Avenir Next looks really good teamed up with Amatic SC. They contrast each other really effectively. OR maybe there is too much contrast?

Journal Entry #4: Colours and Fonts

runky002 — 2019-08-11 04:41:47 UTC

Colours:
Trying to find interesting tones and combinations of Orange, Green & Blue. It would also be nice to bring in a brown - representing the earth and coffee.
_{Brown - stability and solid foundation, natural and simple, reliable and wholesome, safety and quiet confidence, warmth and reassurance.}I will use colourschemedesigner.com and color.adobe.com to help me choose.

The more think about it and fiddle, the more I like orange and brown tones with a touch of green and blue to highlight or add some "punch".
Fonts:
I'm going in circles a little with fonts and their appropriate combinations. I love the idea of the handwriting fonts for all the reasons listed to the left BUT I am worried about overuse or saturation. A good combination of handwriting and a sans serif font would be ideal. I have written text in the various fonts on a page in photoshop and I keep moving them around and situating them beside each other, etc. I am slowly narrowing it down.
I love the Lancaste script as a signature but am worried it is too great a clash? Or is that a handy tool I can use to drive the message home?

I'm also really liking Amatic SC as a heading and PW Double Script as a body. Is that overkill? Can I add Source Sans Variable for long bodies of text?
Looking at the G'nosh website that was used as an example in the above article Evoke emotion through typography, they very effectively use 3 different fonts. Hmmmmm, so let me fiddle and think this through.

Font Testing

runky002 — 2019-08-11 05:03:10 UTC

My fiddling in photoshop

Design Palette

runky002 — 2019-08-11 06:38:02 UTC

runky002 — 2019-08-11 06:39:55 UTC

runky002 — 2019-08-11 06:40:17 UTC

runky002 — 2019-08-11 06:40:36 UTC

runky002 — 2019-08-11 19:31:42 UTC

ATTENTION
Thinking back to the ideas I generated when challenging assumptions as well as the information I gathered from interviewing my target audience, I will grab their attention with very relatable "opposite" scenes and images. Exhausted women, lonely women, isolated women, emotional women, end of tether women, and so on. Almost like an "is this you?" survey. As she watches the opening scenes, so my 31-50 yr old momma should be screaming "yes!". She should be feeling heard and understood and connected to all those other women in similar, very familiar situations. A sense of shared experience will draw her in.
I'd like to use a mixture of humour and "authenticity".

INTEREST
The daily reach for that life giving cuppa is already familiar and another shared experience attention grabber.
Add the element of human connection / social connectedness and being part of a community along with friendship, being heard and understood and, most importantly, belonging and I will be appealing to a very basic and pervasive need.

DESIRE
I want to make my audience feel they are heard and understood; that they have a place and they belong; comforted, nurtured and inspired but the power of the shared sisterhood.
Coffee becomes a tool to make this happen.

ACTION
Ultimately, I want them to buy Infusi Coffee.
Why Infusi Coffee over and above other brands? Because this brand "gets you".

Message Draft #3

runky002 — 2019-08-11 19:47:17 UTC

At Infusi Coffee, we get coffee, we get connection, we get you.
Infusi Coffee - we've got your back.

Coffee and Connection: we've got your back!
Infusi. We just get it

Journal Entry #5: The Treatment

runky002 — 2019-08-11 19:57:49 UTC

I did some research around making still images dynamic and also about filming with an iPhone (see above). At first I was not sure which would be more accessible to me and I figured that would guide my choice. I've never filmed before and so I was hoping to be able to create something interesting and dynamic with still images. BUT the theatre director in me is winning over and the video I see is very much one with "live scenes" and not single images. I tried pushing myself creatively to see how I could adapt what I have in mind to a montage of dynamic photographs but it just doesn't grab my audience. My over tired, "desperately seeking something" mommas don't want another waiting room magazine experience, they want heartfelt storytelling. They want and need the dopamine! The want to identify. The want the neural coupling, the mirroring, the cortex activity! Pull all this together and they will want my coffee. They will need my coffee.

So filming on an iPhone 7 plus it is. I've found a number of tutorials that are pretty straightforward. Coming from a theatre background where I've been manipulating light, sound and scenes/images/visuals for many years, it is not a totally insane jump. This assignment will be a fantastic learning experience for me. A giant leap into something I have been dying to do for a very long time and an opportunity to start building a skillset I am going to need for this course anyway. If I bomb out, oh well ... I learn :)

At this stage my ideas are still a little too unformed and very very "draft like". I have multiple scenes in mind and so pulling them together to create a story will be a task. For the treatment at this stage, Carolyn does say it can be very much still a draft and not much longer than a paragraph - phew! In that case, I will write up option 1, so to speak - a preliminary version that I can develop and refine in the coming week or so. If I end up throwing everything out and starting again, that's ok too. That's not unlike the playwriting and directing process - I'm not afraid to hit a wall and start looking for windows. Not much time left but I won't lock myself in just yet.

Treatment

runky002 — 2019-08-11 20:14:51 UTC

We hear the happy sounds of children playing as gorgeous magazine style images of beautiful women and their babies and children dance across the screen. Gentle music is playing softly in the background.

The sound of a baby crying starts softly and mounts until it dominates. During this time the flow of images has grown increasingly chaotic.

The screen goes abruptly black. Our point of view switches to that of eyes opening. Blink. Blurry at first. Blink. And then it hits us [jarring sound effect]. We are on a living room floor scattered in toys and baby food, cereal and laundry.

Our point of view changes to that of observer. We see an exhausted woman struggling to pull herself up amid the mess and crawl over to her screaming baby. As she scrambles up, she accidentally steps into a half finished bowl of cereal. She wails at a level that matches the baby.

Freeze frame.

A beat kicks in and an accompanying poem/rap begins.

We see scenes of exhausted mothers, unwashed mothers, stressed mothers, lonely mothers, crying mothers, mothers stepping on lego, mothers desperately trying to get personal toilet time, or using personal toilet time to do something for themselves (like eat), mothers dropping and spilling, mothers unable to calm their child, mothers being mothers.

A common theme is reaching for a coffee that never gets finished or, worse still, gets knocked over.

One mother at her wits end and then there's a knock at the door and her coffee is delivered.

The poem/rap urges mothers to not go it alone. Coaches mothers to reach out and connect. Each chorus features increasing numbers of women "speaking out" and validating mothers and appealing to them to not "go it alone".

Coffee is suggested as a tool for connection.

Slowly the scenes become about togetherness, another person cleaning up the coffee spill and making her another which she drinks and savours while her child is cared for; a mother at the end of her tether arriving on her friend's doorstep, she is led into the kitchen where her friend has laid out every possible Infusi coffee option on the counter for her to choose from; scenes of mothers helping mothers; mothers finding comfort and support from mothers.

Ends with voiceover and text on screen driving home the message, followed by a call to action.