LO3: (D2) Meeting the required properties of the campaign.

Technical properties

Print

My poster for Juno Books will be shown in public using Clear Channel's 'Adshel', therefore I will have to meet their specifications. Firstly, I will ensure that the creative dimensions of my poster are the same as theirs (300mm x 450mm), alongside the safe copy area (285mm x 428mm) and the bleed (2mm). This will ensure my product is printed correctly in terms of the size. I also will need to make sure my poster is exported in the file type CMYK, with the file format being a high resolution PDF, to ensure it's the correct quality and format that companies such as Clear Channel require for my product to be shown in public places. Finally, the text format will be outlined vectors for upscaling, with the printed size being 1,200mm x 1,800mm. Ensuring I follow and fit to all these specifications, this will allow me to advertise the print aspects of my campaign in the public domain, using a reliable advertising company. 

Web banner

Most web banners are either in file type JPEG or PNG. To ensure I fit the standards of most advertising agencies, I will make sure my web banners are in these formats. For my chosen web banner, I must also ensure it fits the specified size of usual web banners. My vertical web banner is known as a 'wide skyscraper' 160 x 600; and my horizontal web banner is a 'pop-under banner', 720 x 300. Ensuring my web banners fit these sizes and format specifics, then they will correctly follow the required technical properties of my campaign.

Audio Visual product

My AV product will need to have the correct screen size and resolution, brightness and also things like viewing angles, in order for it to be shown in many places online. I will therefore ensure my product will fit these requirements and conventional standards for advertising audio visual products online, so that it can actually be shown correctly online.

Aesthetic properties

I decided to make a poster for my client, highlighting a key part of conventional book stores and a key selling point for bookstores, which is the bestsellers of a certain time period. This would be interesting and engaging for an audience due to actually engaging an audience, and giving them guidance and information on what other readers are enjoying in different seasons, and years. This poster was made entirely with my client's pre-established colour scheme, consisting mainly of yellow and purple, and combined with their font too. The entire campaign i developed for my client, Juno Books, was made with this in mind, so that it matches their brand and overall branding of their store and website. Before I finalized my design, I got client feedback for my original poster. They had mentioned that it felt 'too messy' with the bestsellers being the background, and a qr code on top. Based on their feedback, I separated them and made it very simple and contemporary, to try adjust my original vision to what they desired. This will appeal to my target audience as it utilizes fun and quirky colours that those demographics are stereotypically drawn towards, as well as the genres and best sellers they are too. My client wanted me to celebrate their business, whilst still keeping all the attention and focus on their actual business, e.g. their bestsellers or even their book clubs. These are features that they strive themselves on, celebrating their audience and customers, by making them feel seen, welcomed and celebrated in a safe space that was specifically made with them in mind. The aesthetic properties of my campaign reflect this. This is mostly effective through their house style which they carefully curated with their values in mind, as well as the stars that are evident through their entire branding, giving the brand a sense of magic for audiences. I also made the web banners that match their house style and keep the campaign consistent throughout, matching the posters. These web banners had very positive feedback, as my client mentioned that they liked that this could be multi purpose, and possibly used as a book mark for customers too. I also made a horizontal web banner as this was more stereotypical and conventional for a book store, and by adding in visual elements such as their location, more book covers, their socials and their logo, this ensures that users who see this online are immediately interested in the business because it's very visual heavy instead of lots of text that doesn't immediately pique audience's interest. I also wanted to reinforce the idea of a safe space throughout the web banners too, and I did this by including their different book clubs (e.g. Horror and Queer literature) as this enables the people who enjoy these genres feel seen, represented, and welcomed. Finally, for my audio visual product I also kept the same house style to ensure my campaign was fully established and reinforced, using synergy across my campaign. However, i added a darker feel due to the background of the video which enabled it to feel more cozy and comfortable for an audience, by matching visually the rest of my campaign. Additionally, the pages I made on photoshop that are placed in between each of the front covers reinforce my house style too, by making their logo apparent which ensures the campaign and video in particular is visually cohesive. Overall, these aesthetical properties ensures that my client's brand identity is fully established throughout the different media types of the campaign, and that audiences can thus easily recognize the brand - despite the difference in media products.