Visual Language: Class Critique and Concept Directions

So, returning to SoyJoy. After my meeting with Raynoldo during our mini critique last friday, I've narrowed down to the 6 best directions to go to. (At least from the ones I've already created. Some new ones might reveal themselves as I work.) These 6 are obviously divided as 3 concepts for each of the two modes I'll be using, which were Pathos and Ethos. The bullet points following each concept are the ways Ray and I thought would work well graphically.






Pathos:
Photography or Illustration will appeal to the consumers emotions rather than vector lines and shapes. Perhaps even a combination of the two. Maybe the SoyJoy bar and the rest of the image are different rendering methods?)

1. The human figure, male or female, placed in a dramatic scene, but armed with a SoyJoy bar in their pocket, hand, somewhere on their person. (If rendered analog, charcoal might be nice, or some other rough tool. The lighting should be dramatic in terms of the dangerous aspect, but the Person with the SoyJoy bar should be even and calm.)

• Man standing before a destroyed city.
• Woman Staring down a tidal wave or storm.
• Kid staring down bullies.
• Kid on a bike looking at a huge hill.
• Cowboy with SoyJoy in place of gun.
• Boxer staring down another boxer.

2. SoyBeans or fruit in place of an important body part or organ. (The human body will be photographic to help relate to the consumer, but the Soybeans/ Fruit might be rendered with something simple. Pen and ink, colored pencil, and Watercolor all sound interesting. I might even try drawing with the fruit or soybeans themselves and see what I can do with them.)

• SoyBeans as 2 halves of the brain. (Think Healthy)
• SoyBeans as Lungs 
• Berries as Heart
• SoyBeans as muscles

3. Using the fruit in SoyJoy to represent certain things we all want; Happiness, Strength, Stability, Relaxation, Health, Simplicity, etc. (Photography or a medium with intense colors.)





Ethos:
For the SoyJoy brand, I think that an all photographic approach would establish more credibility with the consumer, and really get the point across of SoyJoy brand bars being a health supplement and betterment to someone's life, fit or not.

1. The SoyJoy bar finds itself in place of some fitness tool or aid.

• In place of Ipod for runner.
• In place of water battle holder on bicycle.
• SoyBean in place of Yoga ball
• In place of weights.
• In place of punching bag.
• In place of jumprope handles. 

2. SoyJoy bar partially buried in farm soil. (Grown on U.S. soil.)

McCoy Lecture

The McCoy lecture reviewed ways of creating and conception an idea, whether that be in writing ideas on post it notes, or working in an open collaborative space. It was very relative to all of our classes, but certainly visual language first and foremost. We were taught to create ideas in a quick and analog process, using paper, pencil, really whatever is around, and Mr. McCoy brought similar processes to light. Particularly those pertaining to prototyping, and creating simple "props" of our projects in order to simulate the experience, and perhaps better it for the final product. Cardboard and duck-tape were an excellent example, since you can cut and work with them anywhere in a quick and rough fashion. 

He also talked to us about going out and experiencing the project yourself. Now this was geared toward his role as an industrial designer for sure, but it could be said of any part of design. In his example, he was reinventing the shovel, and in order to gain more footing on the product he was redesigning, and what could be bettered about it, he would ideally go out an dig a hole, using the shovel. I recently did a presentation over Tronic studios. In one of their video pieces, they were recreating the surrounding environment for a 57 story tower. In order to make the video experience seamless with reality, Tronic set out to the rooftops to laser tape measure the distances between all the buildings and other elements of the surrounding area around the tower. This is a level of dedication and craft that I will certainly try to create in my work process. 

Visual Language: Benneton Reading

http://digitaljournalist.org/issue0106/voices_kalman.htm
http://press.benettongroup.com/ben_en/about/campaigns/history/

In these readings on Benneton, I found the transformation of the companies message to be an amazing thing. While it's true that their advertising has carried heavy messages, some too hard for people to swallow or accept, Benneton's decisiveness in what they stand for creates powerful imagery, imagery that someone will stop and look at, regardless if they like it or not. While some might hate this tactic to be used as advertising, I embrace the idea. Sure it's rough, but the effectiveness to which the company gets it's viewers attention is well worth it. The David Kerby ad really pushed the importance of aids close to home. In a world where advertising is everywhere, standing out is quite difficult, and the slap in the face sort of advertising they've created over the years has become it's own sort of entity in advertising. One that's not afraid to say "This is happening" and we don't care if you like it or not. I also believe that their strategy of release is brilliant. As they release the images, Benneton's work becomes stronger, and more accepted with those companies or areas that refuse to release their ads. Benneton really has become the epitome of a picture equals a thousand words.

Visual Language: SoyJoy

So I've chosen to design for the SoyJoy packaging. I'll be using Ethos and Pathos for my modes of appeal. I'm not certain as to my concepts yet, still sketching, but I'll upload some scans of my thumbnails later.

Some adjectives I've put together to sum up the SoyJoy experience:

• Wholesome
• Healthy
• Simple
• Moist
• Fruity
• Bold
• Succulent
• Complete
• Tempting
• Uncomplicated
• Sumptuous
• Baked
• Fresh
• Hearty
• Lean
• Organic
• Whole
• Luscious
• Light
• Natural

Hopefully using these adjectives will bring some ideas to the surface, or at least influence how I take any photos of fruit in the future. I personally like the idea of keeping the fruit to the minimal, but the fruit is a major selling point and attraction for the hungry consumer. So we'll just have to see.

Narrative: Project 5

This is my final file for the project 5 turn in (formerly refereed to as "the combination".)

Narrative: The combination from Brandon Lyon on Vimeo.

By printing out the text and recording it digitally, I was able to create transitions that give space between the elements of text and audio. I was originally afraid that both elements couldn't run at the same time, however, with these new little breaks created by the fades and focusing, I found that my brain at least, could take them both in at the video's pace. I originally had the text filmed straight on, but I enjoy the angled recording I did later. It makes it a little more dynamic, and it shows bits of the other slides. Since I wanted the printed text to relate to the linear strip of film, showing the other text brings simultaneity and foreshadowing of the next slide of text.