Reverse Engineering Brand: Sony

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I chose Sony because they create a lot of things. Sony makes televisions, music players, cameras, headphones, movies, video game consoles and software, smartphones, and much more. I was curious to see how the Sony social media team handled all the products Sony produces as a whole and how they may compare to a more specific Sony brand, such as the PlayStation or Sony Pictures.

What are the brand design strengths?

Sony’s logo is very simple. I looked at their Facebook page, their Twitter page, their Instagram page, and their YouTube channel and noticed that they all use the same black background with white text logo. I like the simplicity of the logo and I think they can get away with it because everyone knows what Sony is.

From what I could tell, they use a lot of the same images all across Facebook, Twitter, and Instagram. I personally prefer looking through their Instagram profile since it is easier to find the images they’ve shared. I think they do a great job of displaying contrast between the background and the product they’re sharing in that particular image. They do a great job of having the product in a real-life scenario, such as having speakers inside a room or a television hanging on a wall or a DSLR or video camera outside. The images help you see where you should use their product. Obviously we want to use a television inside our homes, but it makes you wonder how that particular television will look in your living room hanging on the wall. I think they do a great job of capturing that.

What are the brand design weaknesses?

Because Sony sells so many things, their social channels can appear very cluttered. One minute they’re talking about a recent movie released by Sony Pictures, the next they’re showcasing their televisions, and then there’s something about the latest PlayStation. It’s a little all over the place, but they also have specific channels for that specific brand. I think that’s helpful because not everyone is going to be interested in everything Sony.

What is the brand trying to accomplish with its design?

I already mentioned this in the paragraph regarding the brand’s strengths, but I think what they’re trying to do with their design is get people to think how it would be to have a Sony product in their home, whether it be a camera or a television. The pictures they upload are beautifully taken and it helps Sony’s products have that “premium” look and feel.

How has the design used: Composition, Fundamentals, Contrast, Lines, Layout, Golden Section, Rule of Thirds, Not Half, Swiss Grid, or Custom Grids?

I believe they use the Rule of Thirds principle quite a bit in all their channels. The product they’re photographing is front and center. Sometimes it takes the entire size of the photograph. They also do a great job with contrast, as it helps their product stick out with the contrasting background.

What metrics (likes, shares, retweets, etc.) will be used to determine if the brand is successful?

Facebook: The metrics used to determine success is by the number of followers, the number of likes, the number of comments, and the number of shares.

Twitter: Followers, retweets, likes.

Instagram: Followers, likes, comments.

YouTube: Subscribers, likes, and comments.

Sony’s Facebook, Twitter, and Instagram channels have well over 4 million followers, with Facebook having the largest number of likes and followers. I think their most successful on Instagram just because they don’t share as much video content and the pictures look absolutely beautiful. Why wouldn’t you want to like what they share on Instagram?

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Slide Design Ad Campaign

by Trevor Albrethsen

For our final project of the semester, we were required to look for an ad and make an ad that fit the same style and design. We were also supposed to make a slide presentation that describes our findings through reverse engineering and then explain how our ad is consistent with the one we found via the Internet.

“WE ARE ALL WITNESSES.” Nike Ad Campaign

The ad I chose to reverse engineer was the “WE ARE ALL WITNESSES.” ad campaign by Nike. It features LeBron James, an iconic and prolific basketball in the NBA. Love him or hate him, millions upon millions of people know who he is and what he’s done in the NBA.

My new ad

The first thing I’d like to talk about is design. The ad’s design consists of a black background an a grayscale photograph of the athlete. The grayscale photo adds a dynamic feel and look to the ad. It really stands out more than it would if it were in color. The black background helps you focus in on the photograph of LeBron James as well.

It might be a little hard to read it in this image, but there are two lines of text in this ad. One says, “WE ARE ALL WITNESSES.” The other is a website to go to. You can see it better in the first image I posted on this post. Although both are serif font, they don’t clash due to the size differences between the two.

This slide focuses more on the colors found in this image or lack thereof. Honestly, I think Nike made the right choice by using a black background and a grayscale photograph because it helps LeBron James stand out even more. It’s an awesome looking photo and the choice to use these colors, or lack thereof, was a great design decision in my opinion.

For my ad, I found a photograph of Marcus Mariota. He is now in the NFL, but this photograph was taken while he was at the University of Oregon. This photograph shows him escaping from the UCLA tackler. What it doesn’t show is the awesome touchdown he scored. Anyway, I chose this photo because it was honestly the only one I could find. That being said, I really like it and I think it does a good job of following the “WE ARE ALL WITNESSES.” ad campaign started by Nike. It’s also a grayscale photograph and has a black background to help the audience focus specifically on the action being done by the athlete.

After making my own ad, I have realized how much the ad focuses in on the athlete. Everything is blacked out so you don’t have to block out what’s going on around the athlete. I really liked this ad campaign even though it was a little cumbersome trying to make everything but the two football players blacked out.

My new ad
LINKS TO IMAGES USED:

“WE ARE ALL WITNESSES.” Ad: https://www.pinterest.com/pin/566327721869704882

Original Marcus Mariota Image: https://www.shutterstock.com/image-photo/pasadena-ca-oct-11-oregon-qb-255992764?src=YtegycL35ddgz4b4ekIkEQ-1-0

Nike Logo: www.pngall.com/nike-logo-png

A Creative Take on a Linksys Ad

by Trevor Albrethsen

This week’s project required us to create an ad using Adobe Photoshop. I’ve used Photoshop in the past, but I’ve never created my own content before. This project was a lot of fun and I like how my ad turned out.

For my creative ad, I made a Linksys ad. All of us had to use a generator that determined what product we would be advertising. The product I received was a wireless router. For the brand, I chose Linksys because they’re well known for making wireless routers. The generator also determined who would my audience would be. My audience consisted of males between the ages of 25-34 that are single, earned a Bachelors degree, have an income of $15,000 to $39,000, and consume media via television and social media.

My ad consists of free images found on Unsplash and Pixabay. I used four to make my ad. I used a picture that is of the Earth and the Moon from space, an astronaut floating in space, an iPhone 7, and a hand holding an iPhone. I’ll be sure to include the links and in this post.

The colors I wanted to focus most on in this image are white, black, and blue. The Earth is mostly blue due to the ocean. Space is relatively black, and there’s a good amount of white in this picture because of the font color, the astronaut, and the clouds.

The ad above is supposed to be a TV ad, with full resolution of 1920×1080. I created a television ad because that is one of the forms of media my audience consumes. I feel it is relatable because young adults are always wanting to be on Wi-Fi through their electronic devices. In the ad above, there are two iPhones, one of which belongs to the astronaut. He is floating after his lost iPhone 7.

This next image is my social media ad. It is a smaller version, as social media ads are smaller in size. The resolution for this image is 400×209. It would be used on a social media website such as Facebook. I did my best to keep the text the same in both versions of the ad, as I felt the text played an important role in the ad itself. I made sure to keep the logo of the brand and the astronaut chasing after his phone since the whole purpose of this ad is to give the impression that this particular router can be used anywhere—even in space.

For the font, I chose a serif font for the words “Stay Connected” and a sans-serif font for the text below it. It provides a good amount of contrast despite both bodies of text being white. I chose white because it was easier to see that color with the black background.

I really enjoyed making these two ads for my project. It was very difficult at first because I had no idea where to go. After much thought, I decided it would be best to take this ad to space. I was aiming for an ad that was “out of this world” and I hope I achieved that.

Image Attribution:

Earth photo by qimono — https://pixabay.com/en/earth-globe-moon-world-planet-1365995/

Astronaut photo by NASA — https://unsplash.com/photos/Yj1M5riCKk4

iPhone 7 photo by Alex Holyoake — https://unsplash.com/photos/zaJSTp1Nb88

iPhone in Hand photo by Oliur Rahman — https://unsplash.com/photos/_8S9nEmCZK0

Using InDesign to Create a Magazine Spread

This is the first time I have used InDesign this extensively. Although new and challenging at times, it was fun being able to create a magazine spread using the new skills I learned.

Some of the requirements for this project were to use InDesign, have 3 pages in total and 1 spread, use a 2+ column layout, break up the article with headings, have a pull quote, use 2 relevant images, have a word wrap, have consistent headings and body copy, and have contrasting typography.

With this project, I also had to determine who my target audience was and what message I would deliver that audience. The audience for this particular project were men and women between the ages of 18 to 24 attending Brigham Young University-Idaho. I determined that the message I wanted to communicate with them was the importance of temple attendance while you are in your youth. It is a great habit to develop while in our youth, especially during our college years while we are living on our own.

The next thing I had to do was sketch my design. Having the sketches at hand made it easier for me to know how I wanted my final design to turn out.

Photo by Trevor Albrethsen (Personally Taken Photograph)

For typography, I chose two two contrasting typefaces. Having contrast between fonts makes it easier to read what is on a page. It also leads the eyes of the audience. They will know where to go without really needing to think about it. For the title of the article, I chose a Serif font named Adobe Garamond Pro Bold. For the body of the article, I used a Sans-Serif font named Avenir Light. Because the two fonts are from different typeface categories, the fonts provide a contrast that is pleasing to the eye, but distinguishable enough to not conflict with one another.

Each section is dividing by font that is bigger to help the audience know what will be talked about in the ensuing paragraphs. I also used a pull quote that reminds the audience what the article is about. I feel it does a good job of providing hope.

Photo by Trevor Albrethsen (Personally Taken Photograph)

Lastly, I chose a greenish-blue color and a darker gold color because the colors contrast one another quite well. I wanted colors that more or less matched the colors found in the photographs of the article. I feel they compliment the photographs. On the second page (shown above), the pull quote is inside the dark gold box.

The photographs are relevant to the article. They were taken at an LDS temple and display the beauty and peace that can be found at an LDS temple.

Typography and photography go hand-in-hand in design. They can be used to create beautiful designs that are informative and pleasing to the eye. It was a little hard making sure I implemented each element of designed I aforementioned, but I think it turned out quite well.

Original article can be found here: https://www.lds.org/general-conference/2016/04/see-yourself-in-the-temple?lang=eng

The Power of Rule of Thirds, Leaning Lines, and Depth of Field in Photography

by Trevor Albrethsen

For today’s post, I will be discussing three very important fundamentals regarding photography. Those fundamentals are Rule of Thirds, Leaning Lines, and Depth of Field. I will explain each fundamental using photographs taken by other photographers and photographs I took personally.

Rule of Thirds

Photo by Keith Johnston — https://pixabay.com/en/football-game-ball-competition-2163704/

In this photograph by Keith Johnston, he uses rule of thirds by not having either football player centered. On the right, the football player in the red uniform is where a person’s eyes are immediately drawn to. He is placed in the upper-righthand intersection of the rule of thirds.

Photo by Trevor Albrethsen (Personally Taken Photograph)

In this photo that was personally taken by me, the Toyota in the photo is the focal point of the image as it is in two intersecting points in the rule of thirds. In the back is the Rexburg Temple, which is also inside an intersecting point of the rule of thirds.

Leaning Lines

Photo by Victor Clark — https://pixabay.com/en/leading-lines-2116264/

This photograph is a great example of leading lines. The train itself leads our eyes down the station. The walls also lead our eyes down the same path.

Photo by Trevor Albrethsen (Personally Taken Photograph)

In this picture, I utilized leading lines with the ends of the boat walkway and the fenced portion of the boat. The lines naturally lead our eyes to the end of the boat were a group of people looking around this part of Pearl Harbor.

Depth of Field

Photo by user Pexels — https://pixabay.com/en/beach-boots-depth-of-field-footwear-1868332/

This picture is very cool and is one of the examples I found online for depth of field. The person’s left foot (from their perspective, not ours) is in focus, as well as part of the rock they’re standing on. The beach in the background and the person’s other foot are out of focused. I’m really impressed by how they took the picture. You can see that the beach itself is more out of focused, but the fact that they were able to get part of the person’s body out of focused as well looks pretty cool to me. I suppose I’m easily impressed.

Photo by Trevor Albrethsen (Personally Taken Photograph)

My last example of depth of field is a photograph I personally took while at the Oregon Coast. In this photograph, the focus point is the rock that is immediately in front of us. The rest of the photo above the red lines are out of focus because they are the furthest objects from us.

Conclusion

Rule of thirds, leading lines, and depth of field add a lot to a photograph. They help us see what the photographer wants us to focus on. Sometimes these rules are unintentionally used, but even then they can produce awesome looking pictures.