A letter to Stefan G. Bucher

Dear Mr. Stefan Bucher,

After watching a video of your Make/Think speech at the 2009 AIGA Design Conference I am even more enthused and optimistic about my prospective career as a graphic designer. I am currently in my second year of study at Humber College, and have been doubting my place in this business. I come from a fine arts background and have always been interested in having a career that involves my creativity. When I originally chose the field of graphic design because I thought it would be the best, fastest way to get my art to general public. However, after studying advertising and graphic design for two semesters, I realized that graphic design is a business tool, not an artistic channel. I did, and still do, enjoy the problem solving involved in design and the prospect of doing something different at work everyday. 

Recently, though, I have been feeling like I'm not the right type of person for this job. I'm not a perfectionist, I tend to procrastinate, and I definitely don't want to "go to work before the sun rises, and leave after the sun sets" like I've been hearing from some teachers at school. I have also been nervous about working for an organization where there is lots of money involved and having people depend on my performance. Therefore, I was thrilled to hear from you, someone fun, unique, working on a variety projects, all while retaining your own unique artistic style. I love that you were able to find a way of being successful and financially stable, yet also truly enjoying your work. This is an accomplishment I wish to reach in my life as a graphic designer.

Yours truly,

Kristie Anderson

Culture & Design

OLD SPICE - THE MAN YOUR MAN COULD SMELL LIKE CAMPAIGN

Credits

Agency: Wieden+Kennedy
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Jason Bagley/Eric Baldwin
Copywriter: Craig Allen/Eric Kallman
Agency Producer: Erin Goodsell/Ben Grylewicz
Planner: Britton Taylor
Account Supervisor: Diana Gonzalez/Jess Monsey
Production Company: MJZ Los Angeles, USA
Director: Tom Kuntz
Producer: Jeff Scruton
Editor: Carlos Arias, Final Cut
Sound Design/Arrangement: Lime Studios
Art Director: Craig Allen/Eric Kallman
Post Production: Saima Awan

Target Market

men and women ages 20 - 35, middle-class income, with post-secondary education, living in urban and suburban regions, in a relationship or married of various races.

Key Message

Using Old Spice body wash will turn an ordinary man into the man of a woman's dreams

Cultural Influences

As a general trend, there is an increasing presence of women in the workforce and household roles of men and women are changing more than ever. Women make less money than men, but are responsible for 80% of buying decisions. Furthermore, 90% of women have sole or joint responsiblity for household finances. Smart marketers, such as those at Wieden + Kennedy, know it is important to recognize this trend and position products with this in mind.

Although this product is for men, they are clearly including women in the target group. The content itself, the things the actor says, are aimed directly at women, while the humour and art direction are aimed to please men. This campaign is an excellent example of successful unisex marketing. 

Facts from Canadian Advertising In Action by Keith J. Tuckwell (2009)

My Personal Media Use Over a Seven Day Period

My Personal Design Process

As a fine artist, I have innate drawing skills that allow me to visualize and communicate my ideas through drawings. However, with any project I receive, at school or freelance work, I always start by taking extensive notes during the brief. I even scribble down drawings of any first thoughts that pop in my head as I am being told about the project.

Next, I let it stew in my brain for a day or two, while gathering research such as information on the company/product, finding reference images, and proportions of whatever the final piece will be executed in.

Initial concepts are always executed with pen and paper. I never go to the computer first because, as anyone who has Adobe programs knows, you can spend hours in front of the screen playing around getting nothing done.

After I believe I have a couple good ideas, I share then with other people to get their feedback. Talking to others nearly always sparks new ideas for me.

Next, I go straight back to my layout pad and continue drawing thumbnails. After I have improved previous concepts and thought up new ones, I share my ideas with other people, again, to get feedback and make sure I am communicating my ideas as clearly as possible.

After I am satisfied with a concept, I draw detailed layouts in proportion, usually in colour.

Once I have the layout, I start to digitze my design. I always use the Process Colour Manual to pick out colours for my design. NEVER TRUST YOUR SCREEN, it's lying! This book is one of my best investments ever. I suggest it to anyone who's used the "well it looked better on the screen" excuse before.

After I have recreated my hand drawn layout on the computer, I show it to people and ask if there is anything that sticks out, or needs to be clarified. If they say yes, which 99% of the time there's something that can be improved, I do so.

After I, and the others who's input I have been receiving, are satisfied with the design I send it to print. If there print turns out well, I am done. If there is something that looks off once printed, or not enough contrast has been achieved, I edit the digital and reprint until I am satisfied.

But what happens when I can't think of anything else?


Well, when I hit a mental block, I usually find it best to walk away and clear my head. Then, usually when I return with a new mindset, I can think of ideas.

The "walk away from it" technique doesn't always work though, sometimes I have to do more. I often look for inspiration from new and old designs whether online, in a book, or within world around me.

Now, if I am sitting there drawing all the ideas I can think of and find that it's just not enough, I find it can't hurt to get a little buzz going. Have a beer or two and see what you think of then! Some of my favourite design ideas have some from this method.

So that's it, how a fine-artist-turned-graphic-designer's mind works when it comes to the design process.

Thank you for your time and attention,

until the next time,

K T Anderson

Design Is...

To define a word seems like a simple task, but everytime I've tried to define design, I have gotten too specific and ended up defining graphic design. So, in an attempt to include all forms of design, I have come up with the following rough definition:

Design is a system of creation based on a problem that needs to be solved within limitations to satisfy a specific need.

To provide examples of how this definition applies to various branches of design, I have filled in specifics within the sentence.

[Graphic] Design is a system of creation based on a problem (client's need to grow company) that needs to be solved within limitations (budget, media) to satisfy a specific need (to generate sales).

[Architectural] Design is a system of creation based on a problem (such as the need get across a river) that needs to be solved within limitations (materials available, or laws of gravity) to satisfy a specific need (transport people and products across land masses).

So there you have it! I know this definition is not perfect, but I believe it is a strong starting point.

Thank you for you time and attention,

until the next time,

K T Anderson

An Introduction

Welcome!

My name is Kristie Anderson and I am a graphic design student at Humber College. Currently in my fourth semester of study, I am investigating the meaning design. It is important to note that the term "design" refers to all its forms, from bridges to advertising.

An initial attempt at defining design was derived through group conversations with other graphic design students and resulted in the following conclusion:

Design is an ever-changing structure of problem solving using communication and creativity.

After a larger class discussion, it was agreed that design is definitely not art; art is created from personal motivation whereas design is created for a purpose (client), speaks to a targeted audience, and is created within limitations (media).

As well as studying graphic design, I am a fine artist, [film] photography enthusiast, and skilled hobby guitarist. I enjoy relaxing in warm weather with a cool glass of iced tea, listening to some tunes by the pool.

Thank you for your time and attention,

until the next time,

K T Anderson