Bibliography
MDMFA Thesis
Video Synopsis
Synopsis Summary
Extensive research was conducted to develop the Mandy Madison Southern Soul Tour. References were gathered from various sources, such as the Full Sail Online Database and Google scholar that aided in the design process. Focus was placed on the demographic and psychographics of intended audience, and the need for diversion.
References
Adams, S. (n.d.). Branding for designers. LinkedIn Learning. Retrieved from https://www.linkedin.com/learning/branding-for-designers
Adams discusses the history and evolution of branding, including the strategies and elements involved in creating a brand identity. His video teaches how companies’ brand for attention and have been since the 1950s. Adams sits on the Graphic Design chair at ArtCenter, making his information credible and reliable for the content shared from a designer’s perspective. While the video was released in 2015, it is still relevant. The information that Adams shares helped determine the need to develop a unique brand that uses a signature color palette and logo. Adams' information is insightful and helpful in the branding process.
Anand, P., Haugtvedt, C. R., Wedel, M., Alba, J. W., Alexander, M. W., Bargh, J. A., Bauer, R., Belk, R. W., Bettman, J. R., Bruner, J. S., Cacioppo, J. T., Celsi, R. L., Dickson, P. R., Duncan, C. P., Greenwald, A. G., & Haley, R. I. (1998, June 11). Benefit salience and consumers’ selective attention to product features. International Journal of Research in Marketing. https://www.sciencedirect.com/science/article/abs/pii/S0167811697000074
Anand et al. (1998) conducted research focused on benefit salience, which is the benefits in the mind of customers versus the features of a product based on its category. In the study, it was discovered that even when the features of products were made apparent, consumers still preferred the benefits of what the product offered them. Even the benefit of great customer service was a more important factor. The information gathered to conduct the study is found in a scholarly journal about marketing. While the study is outdated, published in 1998, it is still relevant to modern marketing strategies. Understanding the needs of a business can strengthen a brand image. This research was used as a guide to develop the persona of the targeted audience and the brand's identity.
Case, A., & Day, A. (2018, November). Designing with Sound. O’Reilly Online Learning https://learning.oreilly.com/library/view/designing-with- sound/9781491961094/ch01.html#opportunities_in_sound_design
Design with Sound is about how sound design can significantly impact the effectiveness of a brand. Sound can be informative, emotional, a differentiator, impact productivity, and ease cognitive burdens (Case & Day, 2018). Case and Day provide detailed accounts of how to create a successful brand sound can be utand identity through audio. Case studies the connection between people and technology, and how it can influence the way people think. With over 20 years of experience as an engineer and sound designer, Day has worked with high-profile corporations. Sound design is as important as visual design, and they both can influence the way an audience reacts to a product or service. Country music was selected and added to the animated logo to create an emotional connection to the intended audience.
Cross, N. (2023, June 15). Design thinking: Understanding how designers think and work; Bloomsbury Publishing. https://www.google.com/books/edition/Design_Thinking/Yr-3EAAAQBAJ? hl=en&gbpv=1&dq=how+do+designers+think&pg=PR1&printsec=frontcover
Cross describes design thinking as the foundation for a designer’s creative process. Design Thinking… gives insight and a detailed description about how designers think when they work on a successful design. As a British academic and designer, Cross has published books about design research and has taught as a design teacher. Cross is currently an Emeritus Professor of Design Studies from the Open University, located in the UK. Cross’s book provides case studies focused on experienced designers. Design thinking made the design process easier with the development of mock-ups and a Brand Vision Board that kept a consistent and focused style. By using analytical and cognitive thinking, the development of the designs is purposeful and recognizable.
Fathi, M., Shir, D., & Asadollahi, M. (2014). The role of motion graphics in visual communication. Indian J.Sci.Res, 7(1), 820–824. https://citeseerx.ist.psu.edu/document? repid=rep1&type=pdf&doi=d171dd8a6f91c7d907097a0123c019d9c15ae571
Fathi and Asadollahi write about the aesthetic effectiveness of motion graphics in visual communication through the eyes of an intended audience. The history, various methods, and techniques used to create motion graphics are explored in the scholarly review that describes the role and extension of graphic design into the world of communications. Asadollahi was an Iranian graphic designer and painter who graduated from the University of Tehran and was the head of the Educational Committee for the Iranian Graphic Designer Society (IGDS). Fathi has 79 scholarly publications. The animated logo for the Mandy Madison Tour adds to the brand's communication with the intended audience’s needs. The rhythm and sound of the logo invite the viewer into the idea of a fun and exciting outdoor event.
Full Sail Online (2024). 1.3 Research: Typography – Ina Saltz [Video]. In Text. Full Sail University. Retrieved October 6, 2024, from https://online.fullsail.edu/class_sections/194598/modules/771578/activities/4441780
Saltz gives detailed and valuable information about some of the different methods a designer can use to choose the appropriate fonts and combine the best typefaces for a project. Saltz shares websites where designers can obtain fonts to use for projects, such as myfonts.com and typography.com. As a professor, art director, and writer, Saltz shares this knowledge on LinkedIn Learning to further educate aspiring designers using typography as an art form. Like paint and brushes for an artist, typography is filled with options for designers to choose from to create unique designs that express a message or an idea. The signature and sans-serif typography that is used for the brand embodies the personality of the music artist and event.
Full Sail Online (2024). 2.5 Case Study: Pepperidge Farm and Ralph Lauren. In Brand Development. Full Sail University. Retrieved April 17, 2024, from https://online.fullsail.edu/class_sections/163176/modules/663757/activities/3840329
This case study is about creating a brand persona to develop a meaningful emotional connection with a desired targeted audience. Both companies used the foundation of their company to tell the story of their brand. It is stated that creating a customer persona allowed the companies to connect with their customers through ‘aspirational lifestyle branding’ and campaigns. It is also drafted that research is a key component when attempting to build a brand, just as Pepperidge Farms did with their Milano cookies when they developed a brand model focused on customer experience. This information is retrieved from an educational database. The case studies are relevant because the benefit of emotional branding is described, which is the modern appeal to today’s societal success. By understanding the targeted audience and their need, the brand can build a connection and gain long-term loyalty by offering merchandise and other products that are designed specifically for the concert.
Kingsley, M. (2023). Universal principles of branding. O’Reilly Online Learning. https://learning.oreilly.com/library/view/universal-principles-of/9780760378212/xhtml/012_Chapter007.xhtml
Kingsley writes about companies using authenticity when building a brand and various steps they can take to create a cohesive brand identity. When brands understand who they are creating an image and product for, they can build a strong relationship with the consumer. Kingsley says that this type of mindset helps the brand look at their audience as more than just a profit. Kingsley is a creative director and holds the Melbert B. Cary Professorship in Graphic Arts. The information in his book was published in 2023, making the information current. This information relates to the other sources I have used for this assignment because it discusses using branding to understand a target audience and develop a relationship with them. Lines, imagery, and typography remained consistent across all media platforms to build a connection and gain the loyalty of the intended audience.
Poels, K., Dewitte, S. (2019). The Role of Emotions in Advertising: A Call to Action. Journal of Advertising, 48(1), 81– 90. https://doi.org/10.1080/00913367.2019.1579688
In this article, Poels and Dewitte analyze the aspects of advertising that are built on emotion. It is stated that two emotions affect a person’s decision-making regarding an advertisement: incidental and integral. Incidental emotions are those onsets by natural and relevant incidents, and integral emotions are manipulated by the advertisers to create emotions. Poels has a PhD in social science and is currently an assistant professor at the University of Antwerp. Dewitte is a researcher who holds a PhD in psychology. Both authors have over 100 scholarly publications between them. Emotions play a key role in advertising, and it has been documented by many scholars that a successful ad copy should maintain a clear message by evoking the emotions of consumers. Psychology has been a recurring factor in the branding process that has led to a successful and cohesive brand identity.
Poulin, R. (2011). The Language of Graphic Design. O’Reilly Online Learning; RockPort Publishers. https://learning.oreilly.com/library/view/the-language-of/9781592536764/chapter-01.html
Poulin describes design as a new language that designers need to learn, that are made up of elements and principles. When elements are combined effectively by applying the principles of design, a form of visual communication is developed. Poulin is cofounder, design director, and principal of Poulin and Morris Inc. (Poulin, 2011). Poulin includes illustrations and dictionary illustrations to define each principle and element of design. Typography is a form of visual expression that can become abstract and decorative imagery. An image is a form of visual communication that tells a story without the inclusion of text. When both elements are combined, a narrative is developed that creates a successful and effective design. The layout of each element was carefully placed to create hierarchy and memorable designs.
Smith, R., & Miller, K. (2012). Shoot to sell. O’Reilly Online Learning.
https://learning.oreilly.com/library/view/shoot-to-sell/9780240823768/xhtml/ch0031.xhtml#sec0239
Shoot to Sell is a publication about the video industry. As with all businesses, Smith and Miller discuss the marketing process and the benefits of copywriting. Smith is a media producer and public speaker. Miller is a videographer, photographer, script writer, video editor, and DVD author. With years of experience, both authors share their perspectives about achieving goals through strategy and dedication. Specific words were chosen for the tagline and call to action to capture the appeal of the intended audience. The words were chosen that create the energy and feel of the concert and the brand's identity.
Walmart (2023, April 4). Walmart outlines growth strategy, Unveils next generation supply chain at 2023 Investment Community meeting. Walmart Corporate. https://corporate.walmart.com/news/2023/04/04/walmart-outlines-growth-strategy-unveils-next-generation-supply-chain-at-2023-investment-community-meeting
With the proper development in branding through strategy, a company can build a solid foundation that leads to growth for a business and its consumers. Through a case study from Walmart, they explain their brand strategy of allowing their customers' and associates' voices and opinions to shape the way they run their business. By listening to their community of supporters, they understand the consumers' needs and can operate in a way that will benefit them through various services. The information can be found on Walmart’s website and offers links to the information provided throughout the article. The article was written in 2023 and shares their projected growth for the next 3-5 years. By seeking advice from family and utilizing the feedback from peer critiques, the final design is true to the brand's identity and appeals to others and not just the designer. With frequent editing of the designs, friends, and the outcome is effective and speaks to the needs of the audience.