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Overview One of the first steps in the design process is researching the market for design inspiration. Designers often create a mood board to capture various ideas about how they envision a design project’s final look and feel. The same holds true for multi-channel advertising campaigns. In this activity, you will research visual markets to create a mood board for the course project. Many—if not all—of the design elements you select in this activity will eventually be reflected in the design aesthetic for the course project. Therefore, ensure that you are aligning your research and mood board with the provided client’s design needs. Directions Conduct visual market research for 4–5 direct client competitors. Analyze their advertisement campaign designs to identify industry trends and overall design aesthetics. Then, using InDesign, create a mood board that aligns with your research findings and the client’s design needs. Refer to the design brief, brand style guide, and visual assets in the GRA 415 Project Client Files linked in the Supporting Materials section to inform your research and mood board elements. An optional InDesign mood board template has also been provided in the Supporting Materials section. However, you are free to design your own InDesign mood board layout. Specifically, you must address the following rubric criteria: Create a mood board that aligns with the client’s design needs and includes all of the following required elements: A set of 6–10 high-resolution images—each image should be at least 300 dpi and must follow the attribution guidelines of the source website. Also, ensure that the chosen images align with the guidelines set in the brand style guide, such as audience diversity and general posture (candid, staged, etc.) A color palette comprising no more than six colors—this should be a mix of primary and secondary colors from the brand style guide A stylized tagline using typography defined in the brand style guide—you may choose any one of the taglines provided in the design brief A collection of 2–3 shapes and patterns provided in the brand style guide A collection of 2–3 iconography or illustrations (vector graphics) provided in the brand style guide Note: Ensure that all elements of your mood board are contained within a single page Summarize how you considered your visual market research findings in the mood board. Include links to the websites or advertisement campaigns of the 4–5 competitors you researched. Consider the following questions to guide your research for your response: Which design elements were common in all or most of the competing advertisements? How did the competitors’ use of colors and typography influence your mood board? How have the competitors used colors and typography to highlight the call to action? How did the competitors’ choice of imagery influence your mood board? Did you find shapes, patterns, iconography, and illustrations in your competitors’ advertisements? How did they use these elements in their designs? How have you ensured that your mood board has some elements that stand out from the competition? If you were the target audience for the competing advertisements, would you be attracted to them? Why or why not? What aspects of your competitors’ campaign designs have you included or avoided in your own mood board? Save the file as PDF. Include attributions for each image included in the mood board. Notes This assignment is a great artifact to include in your portfolio. Once you receive instructor feedback, take time to revise your assignment. As a best practice, save the finalized copy as a RAW file in your OneDrive account so you can make edits in the future. Use any of the following websites for free high-resolution stock images: Freepik, Morguefile, Adobe Stock, Pixabay, Pexels, Unsplash, etc. Refer to the Openly Licensed Images area of your course if you need support in choosing images and graphics. What to Submit Submit the following two deliverables: The mood board created in Adobe InDesign, exported as a PDF file (*.pdf). The file should have a total of two pages—one for the mood board and one for the visual market research summary. If you reference any sources in your response, they should be cited according to MLA style. The completed GRA 415 Attribution Tracking Spreadsheet linked in the Supporting Materials section. The attributions for the vector graphics provided in the brand style guide have been pre-populated in the GRA 415 Attribution Tracking Spreadsheet, but you must include details for your chosen images. For this course, you will use a combination of public domain, openly licensed, and copyrighted images. You are responsible for avoiding copyright infringement by attributing these images according to established copyright guidelines. See the Openly Licensed Images area of your course for details. Supporting Materials The following resources support your work on the assignment: GRA 415 Project Client Files Download and unzip this folder to access the following files provided by the client: GRA 415 Project Design Brief GRA 415 Project Brand Style Guide GRA 415 Project Full Color Vector Logo GRA 415 Project Full Color Reversed Vector Logo GRA 415 Project Color Swatches GRA 415 Project Iconography GRA 415 Project Shapes GRA 415 Module One Mood Board Template Use this optional InDesign template as a starting point to complete your mood board. You are free to customize it per your own design needs. If you choose to create your own mood board, create a total of two pages in your InDesign file—one for the mood board and one for the visual market research summary. GRA 415 Attribution Tracking Spreadsheet Use this spreadsheet to record all the image attributions.
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