OUGD505 - SB2 - Evaluation

When beginning the project, there were different options to pursue in terms of social debates that are currently being discussed. This social debate that was chosen was the debate over cannabis' legality and whether the stigma attached to medical and recreation use of the drug could be shifted. The aim of the project was to use design in a way that would target a specific audience that were against the legalisation, in an attempt to change opinions about the issue. The plan to do this involved looking at what the specific audience would typically shop for and what their interests were. From this it would then be possible to establish a place in the market among the competitors that target the same audience.

The plan of action involved creating a cosmetic brand campaign that would target people aged 65 and over, as this was found to be the age demographic that were most against the legalisation. The idea of a cosmetic brand came about through research of what this age demographic consumed most through online shopping. From this, the brand could be explored through inspiration of other cosmetic brands, the origins of cannabis and the ways that it is perceived by others.

As a result, the project explored a range of research sources that would verify the claim for the use of cannabis legally. It would also allow the campaign to explore the traditional uses of the drug as inspiration, as a way to avoid the stereotypical connotations attached to the drug. This meant looking at the spiritual interpretation of cannabis in Indian culture, particularly in Hinduism. Exploring a range of patterns and colours involved in the cultural practice, allowed the campaign to create an aesthetic that would not only show the brand to be ethical in its approach but also competitive within the high end market that it would be placed.

Once the aesthetic of the brand had been established, the campaign began looking at methods of communication to the specific audience. This included the designs created for certain packaging, as well as the web page and business cards that would make the brand look official. Throughout the process of the brand campaign, there were times when consulting with peers would prove useful in gathering new ways to explore the debate and different alternative approaches that could have been taken.

Had these alternative options been explored further, there may have been different directions in which  to take the project. One suggestion that was not fully explored was the medical approach to cannabis, including its communicative approach and the packaging involved in medical cannabis. If this had been the option that was pursued, then there may have been a different audience in mind with different approaches to the design aspect of the project.

Overall, studio brief 2 has provided the opportunity to explore ways to approach real life social issues and through the use of design, provide audience with an understanding of these issues. Having created a campaign that took a certain stance on an issue, it was possible to use design as a way to engage the opposition of the debate with a different point of view.