Studio Brief 2 - Information Design, Concepts/Ideas

remember 'The leaflet should be no larger than 35.3 cm by 25cm'

first ideas

CONCEPTS/IDEAS


ideas from research -
one/two sided none folded leaflet will work best
information on one side, title and simple design on the other
type needs to be san serif
capital letters are uses more
modern type faces with larger/different kerning 
simple layout
guide the reader via straight forward layout
use imagery but don't relay on it
text main focus

The leaflet design should include all these feature to appeal to the target audience as these are the positive collective features of the existing research give out to the target market, they make the leaflet direct, simple and fits the tone of voice this style needs to stick too. 

idea 1 - This idea is to make the leaflet seem like a game or like a scratch card, an idea/activity they can win and seem positive, making it seem like they will gain much needed money will appeal tot hem so they wont just ignore the leaflet but be interested at first glimpse. As they then study the leaflet more then will realise the the idea is 'they cannot win' its a trick game with just negative prizes, this will show them how much they can lose and make they aware of the risks when they avoid paying their tv licensing. The game theme implies an amount of risk but they audience will not want to lose therefore read the message more carefully as they will have notice what they could lose and  put the data in ways they can simply understand. This is to first engage with the audience in positive way, then contradict this idea by a negative hidden message as the look more in detail that informs them about the negative aspect of not paying the Tv licence.  Its informative as it include all the main data on the front but also shocking,  this change of emotion will help them into remember the infomation more whilst making it seem more negative.  

tone - 
modern contemporary design caused by use of sans serif modern typefaces and minimal discing
casual as its a game, its not a serious issues at first but then the issues arise to inform
personal touch, its personal as it interactive the audience can control the outcomes make it seem more like they have a way to win/be involved
informative, all the information and facts are involved
serious but with a twist to catch the eye, the issues is serious and the facts show this but the fun design at first grabs attention by seeming like a game they could win from
energetic, its bright and colour full whilst using different text types and bubble to seem positive because its all warm happy styles as they are associated with game shows a happy event.
slightly scary, the facts are very informative but will cause worry as they are the worse case issues that relate directly to the audience 
direct, it uses facts that are related to the audeince and aim a them, they relate directly to the audience

simplified - tv licensing evading is a game you cant win

idea 2- this design is based around using white space and a very simple infographic that shows the risk of how many students that are investigated about tv licensing are fine. By using simple understandable data in a way that makes it seem direct reflect the idea is a very straight forward idea. It uses data that directly relates to the target market to make it seem more personal and imply they are targeted more to make them feel vulnerable therefore pay the licence if they need to or research into it more incase. it uses the basic scary tactic seen in all the existing adverts and follow their style as this is an idea the government likes to use. The colour scheme uses is contrasting colours that work together to highlight the idea of danger and risk that will make the audience.  TV set are uses on the front side, this is so its seen as its about Tv licensing without having to say it, symbols show how easily it is to be fine and shows how at risk the are, the red Tv set has been fine therefore is in danger.

simplified- 1 in 5 students investigated are fine, don't let it be you

idea 3 - For this leaflet concept the idea is what could you buy with the money instead of the fine. This is so it directly explains in terms the audience understands what the money they will be fined could buy. The concept gives them an direct of the amount desirable objects they might want instead of the fine,  in terms for the fine so that they buy a licence to avoid the fine, they can compare which they'd rather have a fine or the other objects.As the target audience is students which are usually skint or have to be careful with money so don't buy that much this will appeal to them because it focuses on a issues they will be associated with. It allows the audience to perceive the fine in more relevant terms, its more is easily understandable as its a comparison involving they use/want everyday therefore more relatable and relevant. Rather than just scary the audience this concept uses thing them will be interested in to appeal to them, a thought provoking concept that will allow the target audience to understand a complicated matter in a simple way the can see the direct effect on their lives. Using a infinite powerful statement like ‘you chose’ also implies that they will definitely be fined with out doubt, this will scare the audience into looking into the rules more while also making them feel more endanger because it related directly to them, its showing that students are considered and cant just avoid the fines. This idea of personalisation and focusing the leaflet on the student target range is taken from the existing adverts that are edited for the different areas, they make people feel they are being targeted more because them use place names  a round that space to empty they are being focus more on. Turing this on the students and showing that they cant avoid fines because they are students but saying students are directly investigated will scary them into buying licence, most students feel they can avoid the fines therefore don't bother if them need a licence, this leaflet needs to reinforce that is they are watching a TV without permission they will defiantly be fined. This can be done by use strong bold font, with powerful direct language that doesn't give rooms for maybes or excuse, it needs to seem harsh so people are scared into buying a license. Applying the concept to objects that student use/need will give a strong direct association and will direct the leaflet at student will make them feel like they are more at risk, they will want the objects not the fine so therefore try to avoid the fine as much as possible. Target this market can be done by the design and also the distribution, giving out the leaflets at student fresher fairs, unis, accommodation will make sure they receive the leaflet at the vital points, when they first move out or when they need ect. The leaflet needs to be easily assessable to a digital version may make sure that all students can google it, this is a why they will research student tv licensing so it needs to be considered too.
Buy finding average prices and working out how much of each object goes into the fine allows the audience to see in terms they will relate to them more.

simplified - what you could by with the money from the licensing fine, what you could have instead

idea 4 - this is to directly show how much the license is in comparison to the fine as a pie chart, this will make students aware of how little they are paying in contrast to if they get caught. The uses of a infographic will simplify the data so everyone can understand it. Its a very simple idea but can work for any audience and will allow anyone who thinks they can get away with it see the direct risk, show they how much they could be paying if they don't pay the smaller amount. Showing the prices in relation also makes the licensing seem a lot less, some student might be put off by £145 but 10% of the fine will seem so much less.

simplified - the fine in comparison to the smaller licensing fee, pay the fee not the fine