After the meeting we all had with the clients, we then had a meeting with our mentor Maris to discuss the feedback we received from the client and to also present what we discussed with the client to Maris to get some help and feedback to how we could improve.
Maris helped me with thinking outside the box and developing my ideas further. With the Golden Hour, she mentioned to use the cracks within photography to tie in both the golden hour and the kintsugi technique, also discussed about using photography and using the colour gold and painting this onto the left or right side of a persons face, arms etc to tie in the stroke and the golden hour concept. I will further develop these ideas to see what idea will work best.
Today we had to present out ideas to the clients to see what concept they liked the best and to take forward to develop even further.
The feedback from the client was alright but they weren’t convinced with some of my concept but they did say that they liked the Golden Hour concept but they weren’t too keen on the brain imagery as they thought this was too literal and can be seen as gross as it is a brain being used for the imagery, so taking this feedback forward, I will further develop the Golden Hour concept to create some stronger ideas.
Having these meetings are quite useful as it gives myself practice presenting to client in a professional manner as this process is still new to me because of the current situation we cannot meet the clients in person, so video calling is the next best thing and its still a new learning curve for myself but again gives myself practice for the future.
Before we met with the client everyone in the group had to create an Indesign document showing our 3 concepts to the client in a professional manner. Even though we had to present our concepts over teams, this is still great practice for the future when presenting concepts to a client.
I presented my 3 concepts Time, Golden Hour and Childhood Stroke, with hand rendered ideas showing some possibilities of what each concept could potentially look like at the end of this project. These concepts will be presented to the clients in the next meeting to get feedback to then develop even further.
For the first milestone of this project, we were given the task to create a creative brief based around the Stroke Brief. We had to create a creative brief individually based on what we understood from the brief and then put these into sub categories.
These sub categories are:
Client Information
Project Description
Creative Brief prepared by……
Background/Overview
Objective
Target Audience
Information that will inform design
Key Message/Considerations
Milestones
Quick sketches of some creative brief layout ideas
Doing these creative briefs gives myself a chance to show the client that I understand the brief and what is being asked of me as a graphic designer and also gives me the freedom to show the client what my design aesthetic is through the creative brief and doing so in a professional manner which in this case scenario is very important as having high quality and professional looking work is to show the client you are professional and methodical when it comes to your working practice. Using only 3 colours – red, white and black gives contrast against each other and also creates the sense of urgency as the message of the Stroke brief is to act FAST!, so I feel like this shows that urgency.
In the first client meeting we wanted to ask questions about the brief and get a better idea of what they are expecting from us for this campaign. It was also a good start to get more information about strokes and what areas they wanted us to focus on which we all found very useful.
Abdul invited along Katie Chappell from Stroke Hub Wales to help answer any questions we had and answering more in depth about strokes. Also, Carys who was a previous student at Cardiff Met was there at this meeting who worked with Abdul before previously, so we are able to ask more design questions.
Some key aspects they wanted us to focus on was Act FAST especially those who are in rural Wales as it can take up to 45 minutes for an ambulance to turn up in a rural part of Wales. Also, another aspects was that people don’t always call 999 because of COVID as they are worried they will contract the virus, and using the phrase ‘I’ll see how I am in the morning’ and this can cause severe disabilities and even death.
This campaign highlights that strokes are a medical emergency and the public are urged to take the symptoms seriously and call 999 immediately if they notice any single one of them in themselves or others. Stroke is an medical emergency and people are urged to call 999 as soon as possible to prevent long term damage.
The FAST acronym has featured in the advertising for a number of years and is a simple test to help people identify stroke symptoms:
Face – has their face fallen on one side? Can they smile?
Arms – can they raise both arms and keep them there?
Speech – is their speech slurred?
Time to call 999 if you see any one of these signs
Other stroke symptoms people should be aware of include:
Sudden loss of vision or blurred vision in one or both eyes
Sudden weakness or numbness on one side of the body
Sudden memory loss or confusion
Sudden dizziness, unsteadiness or a sudden fall, especially with any of the other symptoms
What worked well in this campaign?
What I think worked well in this campaign is the use of imagery to showcase the symptoms of a stroke happening and having the FAST acronym associated with each visual image makes this very easy to understand for either a young or older target audience as it is easily laid out and very simple to follow. The use of shocking imagery I think works quite well as its the shock factor that attracts peoples attention to look and to remember this campaign. The acronym FAST is also very short and easy to remember across a variety of ages.
What could be improved?
I think the only think that could be improved is having a wider age target audience by using different visuals as these visuals primarily focus on an older demographic which singles out the younger population as young adults and children can also experience having strokes due to different problems, so I personally feel like this should be considered as it cuts out a large demographic.
Make May PurpleCampaign
Make May Purple is our Stroke Association fundraising and awareness campaign that coincides with National Stroke Awareness month – May.
Get creative with arts and crafts? Why not make a photo frame for your loved one to let them you know you’re thinking of them? Create collages or get the kids to draw up their best masterpieces – remember you get bonus points for using as much purple as you can!
Make some tasty treats We’ve got some tasty and very purple recipes from celebrity chef Rachel Khoo and food writer Anna Jones Or why not make your own purple cupcakes and brownies?
Strike a pose Share a picture of yourself on social media wearing something purple and tell us why you’re supporting Make May Purple.
Whatever you do, don’t forget to tag us on social media using #MakeMayPurple and let us know what you’re up to!
At the end of May, we’ll create a collage of the different photos showing how you all helped to Make May Purple for stroke.
Please donate if you can
With donations and support from you and your community, we can rebuild even more lives, because we believe that everyone deserves to live the best life they can after stroke.
How your money helps
By getting involved and donating to us, you’ll be playing an invaluable role in supporting our services and helping more people to rebuild their life after stroke. As many of you know, feeling yourself again after a stroke can be a very long and difficult journey. There are enormous challenges, not only for stroke survivors, but for their loved ones too. But with the right support, stroke survivors can begin to rebuild their life, finding the new normal after stroke.
What worked well in this campaign?
This campaign is a great way to raise money for people who have had a stroke and who are recovering from having one. The colour theory works well as they are opposites on the colour wheel so there is contrast and adding the white gives depth.
What could be improved?
There are no first hand experiences/stories of people ho have had strokes and I feel like this would strengthen the campaign even further as it is more emotive but also more personalized as people can get a feel for the people who have suffered from strokes and this will get more people to donate to the cause.
Further Research on Strokes
I carried out even more research on strokes using the websites provided by the clients to get a better understanding of strokes and the statistics that I could possibly use in my work to inform the public.
Had a lecture today with Wendy discussing the importance about Nudge or Budge and applying behavioral insights into design. There are 6 different systems within this. These are:
System Thinking > Fast and Slow (How we react and process)
There are two systems (Information and decision making)
Automatic (System 1) – fast to process, unconscious, effortless, reactive
Reflective (System 2) – Slower to process, conscious, rational, more effort.
Behaviour change is understood as a consquence.
Information Design > Visual Language (Text and Language)
Visual appearance e.g. colour, visuals etc. —> Better designed for behavioural changes, including cues, guidelines, plans, checklists and decision aids.
Information Actions > Cues and Reminders
Cues can convey important information or trigger emotional affective reaction, this requires framing and planning to enhance reminder content.
Information Actions > Planning
Planning prompts to make actions simple –> to enhance actions.
Framing > Loses and Gains
Descriptive social norms (Pointing out what is commonly done)
Injunctive norms – a command or order (Poinitng out what is approved of)
Default systems are already in place, little action or planning is needed.
Salient – clear signs that limit choice and feedback.
Attributive gains and loses – statistics and data (Quantitative date)
Descriptive of the consequences of performing an action as a gain or loss.
From this we had to pick one of options and do further research into this using the links Wendy had provided for us on the slides. I chose to do information
Systems Thinking – Fast and Slow
Further Research
Thinking, Fast and Slow is a best-selling book published during 2011 by Nobel Memorial Prize in Economic Sciences laureate Daniel Kahneman. It was the 2012 winner of the National Academies Communication Award for best creative work that helps the public understanding of topics of behavioral science, engineering and medicine.
The book summarizes research that Kahneman performed during decades, often in collaboration with Amos Tversky. It covers all three phases of his career: his early work concerning cognitive biases, his work on prospect theory, and his later work on happiness.
The main thesis is that of a dichotomy between two modes of thought: “System 1″ is fast, instinctive and emotional; “System 2″ is slower, more deliberative, and more logical. The book delineates rational and non-rational motivations/triggers associated with each type of thinking process, and how they complement each other, starting with Kahneman’s own research on loss aversion. From framing choices to people’s tendency to replace a difficult question with one which is easy to answer, the book summarizes several decades of research to suggest that people have too much confidence in human judgement.
Automatic Thinking: The design could include the ‘FAST’ acronym which is an existing, very well known acronym that would trigger automatic thinking in the viewer. A person having a stroke could be shown with text such as ‘this is a stroke’ etc, showing clear information that is easily and quickly reacted to. Finally, using the colour red as a visual would trigger automatic thinking as it’s a colour easily related to blood (stroke is a blood clot in the brain), danger, and is also the stroke colour (red ribbon).
Reflective Thinking: Showing the symptoms/prevention of a stroke through infographics and arrows, meaning the reader is taken on a journey and will have to sit and digest the information bit by bit. The design could also be focussed on strokes in children, which is not a well-known common idea, therefore meaning the viewer would have to rationally go through and learn this fact first, taking time to understand. Finally, if the design was focussed on statistics and facts, this would trigger reflective thinking as they take more time to consume the figures, read and understand.
Information Design – Visual Language
Case Study – The Role of psychology and behavioural economics in menu engineering
In consumer psychology one of the main principles to shift choice is to make sure that the food items that are being targeted will be initially targeted. Habits and prior food choices will mean that the majority of people will skim read the menu in search of something that they are familiar with disregarding any of the other possibly healthier options that might be available to them. In order to push the more healthier options the attention must be focused on them for example; consider the use of colour, font, font size, picture, icons or illustrations where appropriate.
Stroke/Act Fast as a campaign uses a lot of visualizations of the statistics as well as of each of the points of the FAST actions/symptoms. The overarching theme of the campaign is to show people how to notice and act during a stroke. However, there is a lack of visual language that would show people what to do to be able to prevent getting a stroke. This is where psychology and behavioural economics really play a key role in influencing the public. Having the ability to draw the attention of the viewer to a certain part of a poster or campaign can play on their emotions and the thought processes.
Information Actions – Cues & reminders
Nudging is a major form of intervention in the domains of sustainable, financial behaviour etc
Gained popularity as an inexpensive means to make choices that are beneficial for the customer or society
E.g. nudging healthy foods, drawing people’s attention to it -> increasing the chance they will actually buy into it, banning junk foods -> directly interferes with an individual choice
Key characteristic – Individuals are more or less subtly encouraged to behave in a particular way.
Effects of nudging are often not conscious and not the deliberate choice of an individual
Overpowered by ethical issues and whether or not it is paternalistic and manipulative
Hansen (2016b) -> “a nudge is any part of choice architecture that should not affect behaviour in principle, but does so in practice
Liberty preserving
Environmental influence behaviour especially by cues – may accidentally influence what people’s attention is focused on
Sub goals are possible
Goal Nudging – overarching goals: 1. Normative Goal – to behave appropriately, conform to social norms (i.e. eating healthy foods) 2. Gain Goal – maintain or improve one’s resources (i.e. making money etc) 3. Hedonic Goal – maintain or improve the way one feels right now
The change in salience of an overarching goal is called a “Normative shift” or a “Gain shift”
Behavioural Nudging – result that attracts visual attention
Cues can increase the salience of the hedonic goal are likely to indirectly weaken the salience of the normative goal
Nudging is an intervention based on shifting silence effect
This can be used by showing specific statistics ad facts about strokes to get people aware of the effects and also to guide then on what they need to do when a stroke is happening by giving specific cues such as what number to ring and what to do in the situation to ensure the quickest recovery times. Also what the public can do to reduce the risks of having a stroke by ensuring a normative goal by using visuals and cues on how this could be avoided.
Information Actions – Planning
Further Research
The Behaviour Change Wheel ( Michie. S and West. R, 2011)
The Behaviour change Wheel: A New method for characterising and designing behaviour change interventions:
Improving design and implantation of evidence based practice depends on successful behaviour change interventions
Linking interventions to analysis of targeted behaviour.
The behaviour change wheel was developed from 19 frameworks of behaviour change, it has three layers
The hub – identifies the sources of the behaviour that could prove targets for intervention
COM-B – The essential conditions – this forms the hub of behaviour change wheel, recognises behaviour is a part of an interacting system
Nine intervention functions– based on the COM-B analysis – identify deficits in the conditions
Outer layer – seven policy categories supporting the delivery of these intervention functions, policies than enable the deficits to occur.
It provides a systematic way of identifying relevant intervention functions and policy categories based on what is understood about target behaviour.
For example the use of restrictions was prohibiting sales of solvents to people under 18 to reduce use for intoxication. Changing behaviour via a restriction.
Other examples :
Persuasion= using imagery to motivate increases in physical activity.
Environmental reconstructing = prompting GPs to ask about smoking behaviour
Planning prompts that make actions simple:
Having a booklet or leaflet with tear out pages that people can tear out according to the information they most need, this may be a contacts page for example having key websites and number on a page you can tear out so they can easily be referred back to and to provide further information
Having a hashtag on twitter as part of the campaign that can be repeated and a constant reminder of the subject area, this also means that the concept is planned to be shared over a large audience.
Hand out sheets that contain imagery and key information that people can put on a fridge or notice board for constant reminder and referral.
Key rings, book marks or pens – things that people can keep to promote the message further.
Imagery or type that is intriguing and memorable – maybe key phrases or slogans that are catchy and not distracting
Framing – Losses and Gains
Social Comparison
Descriptive Social Norms: FAST acronym has already been commonly done with a large campaign launched twice surrounding the idea.
Injunctive Norms: ‘Call 999’, ‘still visit A&E for stroke despite the pandemic’
Voice and Incentive
Default System: Client wants us to reiterate the ‘FAST’ concept as a norm as it needs little to no action planning.
Salient: Sticking to one purpose i.e prevention, recognising symptoms etc. Limiting lifestyle choice in terms of prevention?
Gains and Losses
Attributive: Statistics and facts based around Stroke, how many people are affected etc. Can also talk about the survey me and Emily did and our finding in our primary research.
Descriptive: Interview and quotes with stroke survivors talking about their experiences and consequences they had due to stroke. Talking about the life-long disability that is faced after Stroke. Acting upon preventing strokes in order to decrease or lose the risk of having one.
MINDSPACE
Messenger – We are influenced by our client and what they wish to communicate ad well as survivors and those affected.
Incentives – are to prevent stroke and inform on the symptoms and what to do, specifically in rural areas and during a pandemic.
Norms – inspired by previous campaigns such as FAST.
Defaults – follow the brief guidelines and criteria
Salience – FAST concept/ call 999
Priming – Colour red could signal warnings, danger and importance
Affect – If people have connection to stroke and listening to people with first hand experience i.e stroke survivors.
Commitments – Consistent brand/campaign across different media or contexts to push the message.
Ego – Prevention, lifestyle changes, healthier lifestyle etc. Knowing the FAST acronym will make them feel good as they know how to act during the stroke situation.
Today we had a Teams meeting with Maris, a former student helping us by being our mentor for this project as she previously has also completed this project previously. In the Teams meeting we discussed about what we all have done up until now such as reading and dissecting the brief, picking out key information that we could use in our outcomes and also discussing what types of outcomes we want to produce in the future.
She also discussed about what kind of information we should put in our creative briefs, how specific we should be for the clients to understand where we all want to go with this project as all of us will be creating individual outcomes for this project. She also sent an email about what we discussed together and also helping us understand this brief even further which we are all grateful for.
Having a previous student as a mentor such as Maris is a giant advantage as she is able to help and guide us through this project and also give advice to what ideas will work and what ideas will not work. Maris always works in the graphic design industry so she has first hand experience working with high profile clients and also what standard is needed to be met.
We were given a brief at random and our group received Stroke can strike anyone, anywhere & at any time, so act FAST! “Approximately 7500 people will have a stroke, TIA or stroke mimic in Wales and there are almost 70, 000 stroke survivors living in Wales. The Royal College of Physicians estimated that up to 70% of all strokes could be avoided if the risk factors were treated and people adopted healthier lifestyles. People need to make every possible effort to avoid stroke as, despite improvements in stroke services, there will always be some strokes which are too severe to treat, resulting in lives being shortened or a long-term severe disability.”
We did something like this last year by using the 6 frames to dissect our briefs into the 6 categories making sure we understood our briefs. So, using the briefs we answered each of the frames’ questions and came up with a possible idea for each of them. Showing the obvious and stereotypical ideas we all had.
Having this workshop has made a difference with myself and others understanding the brief more specifically through the 6 values. I can always use this in the future to break down brief into sections to get a better understanding of each value and also the brief itself and eliminating the obvious ideas.
So for this years summer project, I was given the brief of making and designing a postcard based on one of the five senses – Touch, Taste, Smell, Sight and Hearing based on one of my days out. There are a few requirements that were given that I needed to follow such as the size format, what materials could be used and how it is rendered.
Firstly, I did some research on Dear Data, The Work of Edward Tufte, Studio Joost Grootens and Otto and Mane Neurath. Researching into these has given me more of an in depth understanding of various codes and what they could represent to different people.
From the research I collected, I created a mind map to help me organise my thoughts and vital information but also to record my idea process and possible outcomes I could generate from this. The three main sense I focused on were Touch, Sight and Hearing and recorded all the ideas down I had for each of the senses. Jotting down as many ideas as I could, relating to different textures, my interpretation of touch i.e bark, trees etc.
I created some sketches of possible outcomes based on the senses I chose. Using a variety of colours to show the possible coding system I created based on one of my days out. Experimenting with composition and layering of textures. I decided to go with a mixture of senses such as Sight and Touch and show the distance and texture of trees through my point of view, different colours mean the distance of how far away they are from me.
my learning journal 