BRIEF RECAP & CUSTOMER PROFILE

It’s so easy to verge off from the initial brief, especially when the creative juices flow. However, throughout this brief, I have made sure to stop and take stock of what has been produced and make sure that the brief has been adhered to; for me, this has been an invaluable method to grow as a creative, designer, and a professional. Throughout the brief, I have always understood my client (John Lewis) and customer request, which got me thinking of one of the first sessions I had as a group with Sian and Helen.

We threw ‘buzz words’ around to delve into the world of the customer, and tried to create a profile:

CLIENT: JOHN LEWIS – ‘Create a coordinating collection of 6 patterns to be digitally printed for the female 25-40 age range for Spring/Summer ‘19

CHOSEN TREND: BUSY BLOOMS 

KEY FOCUS: FULL-BLOOM, COLOUR, FORM, TEXTURE, BOLD ALL-OVER DESIGN, MIXED TEXTURES, LUSH LARGE COROLLAS

DEMOGRAPHIC: 25-40 YEAR-OLD FEMALE

BUZZ WORDS (For My Collection): QUALITY, SOPHISTICATED, REFINED LIFESTYLE,  DESIGN-FOCUSED, COMMERCIALLY AWARE, PROFESSIONAL, HOUSE PROUD, CONTEMPORARY, CLASSIC, RICH YET SUBDUED, FRESH, CHIC

By revisiting the ideas and concepts at the early stages of the design process I am now able to create a few customer profiles:

CUSTOMER 1

GENDER: Female

AGE: 26

OCCUPATION: Retail Manager

DRIVES: No Car/ Employment within walking distance

LEVEL OF EDUCATION: College

RELATIONSHIP STATUS: Single

LIVES: Trendy Loft apartment within the city centre. A bustling area within the city. Great High Street. Plenty of Department Stores.

HOUSEHOLD COMPOSITION: No children. One Cat.

HOBBIES/INTERESTS: Drawing. Design Focused Magazine Subscription. Travel. Animals.

SHOPPING PREFERENCE: Oliver Bonas. Gap. Mango. Tesco

BUDGET: £50-£100

INDIVIDUAL STYLE: Trendy, Well groomed, Fashion Forward

 

CUSTOMER 2

GENDER: Female

AGE: 33

OCCUPATION: ASSOCIATE EDITOR

DRIVES: Mini Cooper S

LEVEL OF EDUCATION: Undergraduate/Degree

RELATIONSHIP STATUS: Engaged

LIVES: City suburb. A mix of independent and outlet village shops.

HOUSEHOLD COMPOSITION: Fiance. No children. 2 Dogs.

HOBBIES/INTERESTS: Fashion. Travel. History. Design. Food

SHOPPING PREFERENCE: Vivienne Westwood. Zara. John Lewis. Sainsbury’s

BUDGET: £150-£300

INDIVIDUAL STYLE: Sophisticated. Fashion-Forward. Classic. Fresh.

 

CUSTOMER 3

GENDER: Female

AGE: 40

OCCUPATION: HEADMISTRESS

DRIVES: Audi A5

LEVEL OF EDUCATION: Postgraduate/Degree

RELATIONSHIP STATUS: Married

LIVES: Country. An affluent area outside the city but close enough to commute. Plenty of Arts and Craft and independent stores. Beautifully landscaped gardens.

HOUSEHOLD COMPOSITION: Husband. Two children. 2 Dogs. 1 Cat

HOBBIES/INTERESTS: Travel. Reading. Food & Wine. Socialising at Dinner Parties.

SHOPPING PREFERENCE: Monsoon. Harvey Nichols. Dolce & Gabanna. Waitrose

BUDGET: £350-£500

INDIVIDUAL STYLE: Professional, Simple, Classic, Timeless

Looking back to look forward is my life mantra; it helps me amalgamate ideas, concepts and thoughts into one cohesive principle. The 3 customer profiles above have given me an even greater understanding of who my customer base would be, which will allow me to fine-tune my designs and collection even further. Not only that, I am able to use this market research to build a range of future collections for specific budgets etc.

 

 

 

 

IS DIGITAL​ TECHNOLOGY MY KRYPTONITE?

Although I have really tried my best to learn the core structure of Photoshop, I have hit a brick wall. The anxiety at not having created any Collection Moodboards is creating a type of fog that I am finding nigh on impossible to break through. Seeing all of my classmates produce board after board of progressive collections has almost made me retreat inside myself; feelings of failure and inadequacy are now commonplace throughout my day. Is Digital Technology my Kryptonite?

I have decided to go back to some of the SKILLSHARE tutorials and try to learn from the ground up again. The first tutorial I am undertaking is ‘DIGITIZE YOUR WATERCOLOURS: Getting Started With Photoshop’ by Anne Butera.

Anne recommends the DPI to be set to 720, not 300. By scanning at a higher resolution the image can be scaled up without losing any of its integrity.

I also discovered the benefit of using the MARQUEE TOOL to crop the chosen scanned image. Previously I have had issues removing more than one type of background when manipulating the image in Photoshop but can now see the advantage of cropping down the design.

The LASSO Tool is also an invaluable tool in a Designers’ arsenal; its a great way to ‘cut out’ individual areas of a design/image.

The MAGIC WAND Tool is also a fantastic way to remove unwanted areas and keep specific elements of design. The ERASER TOOL can then be employed to remove all the small little discrepancies that the MAGIC WAND Tool had failed to remove. A fantastic way to make sure that there are no discrepancies left is to create a NEW FILL LAYER with SOLID COLOUR, ideally choosing Black. This new layer needs to go behind the design/motif to expose any marks etc that have been left. I then used the ERASER TOOL in Black to remove these elements. The NEW FILL LAYER can then be deleted!!!

Firstly I worked my way through Anne’s ‘How to Create A Repeat Pattern’, which simplified the process of creating a ‘perfect’ repeat tile. This tile could then be duplicated to create a perfect repeat. Yes, my repeat is rather simple, but I now understand the core ingredients of this wondrous technique.

 

RepeatPracticeTile

PracticeTile

I then followed Annes’s instructions to scan other designs/motifs through the scanner @ 720dpi, used the MOVE TOOL to arrange in my desired location, and the FREE TRANSFORM TOOL to alter and set the scale.

roserepeat

This was the result of incorporating some of my favourite elements from different designs and amalgamating them together. I am so proud of this design!!! I absolutely love the contrast of the B+W against the subtle yellow, orange, gold and green. Does it need a colour in the background? I did try to add a colour background, but unfortunately, there are gaps in the lines of the larger rose, meaning the background fill leaks into the rose. Going forward, I will endeavour to use the pen/brush tool to link up these open lines.

Thanks to the additional tutorial by Anne I was able to spend the day both learning and practising on Photoshop simultaneously. I won’t lie, the time it takes to properly edit and manipulate the images to my standard took hours!!! However, through trial and error, I was able to edit all my designs/motifs and create one document layered with each individual element.

ChosenDesignMotifs_May18

This was my first attempt at a preliminary idea for my HERY Design, albeit not quite finished, and I will admit I am rather proud of it. I will add many other motifs and design elements to this idea but first wanted to see if I actually could create a digital design.

ChosenDesignMotifs_May18(2)

Next, I applied a little colour, which I think has brought the design to life!! This design has been completed on an A3 Print Document in Photoshop and will allow a perfect repeat as a tile. The results of my Market Research Survey have played a massive role in my design process, staying true to what my demographic wanted. The colours are specific to what my client base wants and the DESIGN and COLOUR have been purposefully chosen to create a SIMPLISTIC and GENDER NEUTRAL design.

ChosenDesignMotifs_May18(3)

A half-drop pattern was added to the design, and I absolutely love it. I also have made a note of the colour of the background, specifically the numerical value. Making a note of the colour is extremely important, not only will it allow me to remember the specific colour, but will also allow me to create a colour bank for future projects. Watch this space to find out how the design progresses………