OUGD501 - Module Evaluation

I have enjoyed the more academic structure of the Context of Practice module as it has given me opportunity to revisit the critical thinking and academic writing in new contexts. I have found the COP2 module significantly more rewarding than the first year COP1 module as choosing my own research focus has made the process and response to the module far more informed and engaging. This has extended my knowledge of consumer psychology which I have notice has begun to inform my practice taking some of the theories and research conducted as part of the COP module and applying it within other briefs to ensure the resolutions are informed and appropriate to their respective audiences. 

My research essay builds on an area of specific interest that I started to develop towards the end of level 4 and into level 5, I have become interesting in branding and identity which I have started to develop as a specialism within my practice. Having a solid engagement with the area, I wanted to develop my critical understanding of branding and brand theories to apply to my work making it more contextually informed. I felt COP would be the best way to develop this academic understanding as it would allow me to holistically understand this aspect of the industry. With a focus established I refined this further to the concept of the self and what effect this has on a consumer brand relationship, as I am interested in psychology having studied this at A-level and felt it would create an informed and engaging research essay that would be implemented into other elements of my practice. I developed a strong essay based on a good range of substantiated research that allowed me to gain a refined understanding of key theorists and brand theories which developed my critical understanding of the industry and can be used to inform future briefs. 

Taking this research essay and articulating this as a practical body of Graphic Design was initially confusing however establishing a appropriate market sector such as water was a strong start as this allowed me to identify that the branding and packing of the product significantly attributes to its success due to its limited physical alterations that can improve its quality. From this I then developed a strong brand identity that incorporated custom logotype helped to create a unique and relevant identity for the brand that builds on my hypothesis that identifying desirable consumer traits will ensure the products success. Loading the brand identity with emotive connotations of luxury and exclusivity will appeal to the status-oriented target audience, thus appealing to the users individual sense of self by allowing them to be associated with this luxury lifestyle, attributing the qualities to their own sense of self worth. 

A physical Prototype was an important aspect of my practical project as utilising luxury materials and finishes such as glass and aluminium would establish the brand as high end  and synonymous with luxury. The aesthetic of the physical product is minimal to allow the individual to place their own interpretations onto the brand. Wrapping the logo around the full circumference of the bottle allows the brand to be constantly visualised and the user easily attributed to the brand, taking inspiration from a Belk's theory presented within my research essay that 'we are what we have' establishing the notion we present ourselves to the world based upon what we purchase and consume. Extending my practical beyond a physical resolution I considered the marketing aspects to extend this perception of luxury and further engage the target audience, this also provides further synthesis between the theory and context of my Context of Practice exploration. Limiting the products availability to luxury hotels and rebound department stores generates  a sense of exclusivity that appeals to a status-oriented target audience. This is further extended through the use of brand ambassadors and Sponsorship opportunities that reference Argyles theory of self esteem as discussed within my research essay, which are used to sell the lifestyle of luxury and exclusivity as opposed to bottled water transcending the products physical value and creating an emotive connection between the consumer and the brand in order to attribute to the success of the product. 

I have found the COP module particularly rewarding as it has allowed me to establish new links between the theory and practice of my work. Developing a research topic I am engaged with has resulted in a contextually relevant research essay that has then been extended with relevant synthesis into a body of contemporary practical work. The resolutions created for this module have been of a considerable high quality in terms of production, which has allowed me to engage with new processes and a more critical understanding of design treatments to ensure it is effective to the purpose of the product and fits the ethos of the brand. I feel this topic could be extended into a strong dissertation proposal as I still find myself engaged with the subject matter and feel this introduction into consumer psychology and brand theory can be used as a good pathway into my dissertation.