Past the halfway point and in Part 3 of this case study I plan to; further refine the ideas presented in Part 2, expand on the applications of learned theories in the development of my presentation and compare them to the promotional material for La La Land (2016).
In Part 2 the scope of the project was narrowed to the design of specific promotional material within the film industry. Further research into which industry association would be requesting this report highlighted the lack of a dedicated body for this particular request. The major industry associations in the area of specialisation is the Australian Academy of Cinema Television Arts (AACTA), a part of the Australian Film Institute, and the Motion Picture Distributors Association of Australia (MPDAA). While the AACTA is primarily a ceremonial body and the MPDAA operates in conjunction with major industry studios – such as Fox and Paramount. The ideal association making the request would be something similar to the UK’s Film Distributors Association – which appears to operate as the MPDAA does but seemingly offering more support to local and independent distributors – which may be something that the report could highlight while also suggesting appropriate solutions to ensure greater change in the design practices of members within the Australian industry.
Moving to the application of theory the screenshot from my presentation, captured above, shows a fairly simplistic approach to the design. Furthering the understanding from the last post, which focused on Readability and Accessibility, Haot’s How to Design For Everybody (2014) raises the point that successful design needs to identify the target users and recognise that users are unique – not only when engaging with your design as opposed to another but also when different users engage with the same design – and cater to any number of needs at the same time. This understanding can be applied to both my presentation – which has pinpointed its target audience and attempted to make itself as simple and easy to read and navigate as possible – and the embedded film trailer for La La Land (2016) which attempts to engage with its target audience both visually and most importantly, as it is a musical, musically. The framing of the trailer would be different if the subject was, for instance, a horror film – the use of dramatic effect, mise-en-scene and scary sounds would be out of place against the above mages of this romantic story – and would negatively influence the audience just as the use of unreadable fonts, over the top colour schemes and foreign languages would make my presentation harder to engage with.
Further to making the physical design appealing and easy to follow I have also attempted to take on board the strategies presented by Noursalehi in Everyone Deserves Great Design (n.d)
While constructing a presentation for an association chosen from a particular field may not be as life altering as something which can help a third world society develop by utilising the four principles of great design for everyone – coupled with the above approach – I feel I have a better understanding of how to approach a design that needs to be both professional, technically sound and yet still easily understandable. In a way the practical application of this approach can be seen in the trailer provided as it demonstrates how, when the four principles of great design for everyone are applied, and executed in a way that positively demonstrates the product will be a success. In this instance the trailer could even be considered the third stage – test the design – with the execution occurring at the point of the feature films release.
Australian Academy of Cinema Television Arts 2017, About AFI|AACTA, AACTA.org, viewed 8 January 2017, <http://www.aacta.org/about-us.aspx>
Film Distributors Association 2017, FDA Homepage, Launchingfilms.com, viewed 8 January 2017, <http://launchingfilms.com/>
Haot, R 2014, ‘Lessons learned in public digital design’, Medium, 11 December, viewed 8 January 2017, <https://medium.com/@rachelhaot/how-to-design-for-everybody-4b2870724c4>.
Movieclips Trailers 2016, La La Land Official Trailer – Dreamers (2016) – Ryan Gosling Movie, 25 November 2016, viewed 8 January 2017,<https://www.youtube.com/watch?v=lu4RHvouJH8>.
Motion Picture Distributors Association of Australia 2017, Background to the MPDAA, MPDAA.org.au, viewed 8 January 2017, <http://www.mpdaa.org.au/customers/mpdaa/mpdaa.nsf/Web_AboutUs?ReadForm>
Noursalehi, E n.d., Everyone deserves great design, viewed 8 January 2017, <http://www.everyonedeservesgreatdesign.com/#now>.