COP 3 - Research Proposal

Studio Brief 02 - Practical - Evaluation

Looking back at this brief I am happy with my design process as I feel that I have shown how good design can add value to a independent coffee shop which is what I highlighted I wanted to do after finishing my essay. The essay allowed me to figure out the key solutions to my question which then allowed me research investigation to take place. There is a strong link to the points that I have made in my essay and this investigation, I have been able to look at how brands use design to make the consumer feel part of a brand as well as looking at the positive effects it has on the business alone. My main focus of the essay was saying how coffee shops in Leeds are using design to attract the target audience they want but what my investigation has done is shown how one can take an existing brand and come up with a strategy to help improve the brand to further appeal to the target audience.

My research helped me to uncover the solution as I was unsure of what I could do to show the points I had made in the essay. Using my growing knowledge of design and my active engagement with the Leeds coffee culture I was able to figure out what sort of solutions would work the best for the target audience that I highlighted within my essay. I was able to explore a range of ideas because the research I conducted showed me the different sorts of ways thats others have previously used to design to add value to small businesses such as coffee shops. I found it useful that I was concentrating on coffee shops based in Leeds as this gave me a first hand view of how the businesses work and the sort of people that go there. 

I explored a range of possible outcomes, which I found very beneficial I was able to choose the one which I felt was the most effective and achievable. The response although it may have been fairly obvious it was the most effective for the type of business I thought this because I associate myself within then target audience so I felt it was easier to design products around my interests and the people that surround me, it was very useful being able to get feedback from design conscious people as this is the audience that I am appealing to; which helped me get to the best result possible. 

Creating merchandise for a coffee shop which has a creative target audience has show me how you can use design to attract people but it is not only about the design it is thinking about the consumer and what they want and you can use design to help attract them. It would be interesting to see what Laynes Espresso thought of the project and whether they would consider using any other products, I may propose this to them to see if the brief has really worked how I intended. 

Though out this brief I was conscious that it is a long brief and it requires a good amount of attention at all times. As it is very easy to loose track of what stage you are at. By creating self deadlines and using information provided I was able to complete the work in good time, however I feel that there are area I need to improve on but I know feel more confident going in context of practice 3. I have found this design process very enjoyable and I am happy with the outcome and its links to the essay as this is what I felt I let myself down on in Level 4. 

Studio Brief 02 - Practical - Reception

To test my final outcome I wanted to speak to the target audience to see if what I have created was appropriate. This was I would know how well the final outcome has worked, by speaking to be people which the products are aimed at I am able to see how well each product would do and I will also be able to get feedback and suggestions of how I could take this project further. 

Q: Why do these products appeal to you? 

A: The simple application of the branding makes it more wearable and not like a typical piece merchandise. 

Q: Do you feel that the design is relevant to the target audience?

A: In terms of the product range the products are usable in day to day life. Unlike other brands that use products that only have one purpose for example I could use the kitchen towel for more than one use like framing it as a piece of art. The materials used for the products are of a good quality, which adds value to the product making you want to invest more in the brand. 

Q: What are your thoughts on the products, which is your favourite? 

A:The limited edition tote bag. It helps to sum up what Laynes is about, as it is also informative as well as practical on a day to day basis. In the future consider other products use as cups that can help symbolise the brand to help reach new audiences. 

Q: Can you see how design has been used to target the audience and make them feel part of the brand? 

A: Yes, the design has been used help the customer understand more about what they are buying and about the brand itself. 

Q: Why do these products appeal to you? 

A: Coffee has become more than just a product and more of a culture, I associate these sorts of products with the sort of interests that I have. I also like the idea of being able to support a local brand that I visit regularly. 

Q: Do you feel that the design is relevant to the target audience (you)?

A: Not to everyone that visits but I feel that coffee enthusiast/regular customers will like this style of design. They products are also very functional and can be used regularly.   

Q: What are your thoughts on the products, which is your favourite? 

A: Limited edition tote bag, as it is specially to own a limited product. I also like the size and quality of the product. It is also nice to look at as well as teaching you a little about the brand. 

Q: Can you see how design has been used to target the audience and make them feel part of the brand? 

A: Yes I would agree. With the likes of an independent coffee shop it good to have limited products as it will make people feel part of the community as the target audience would prefer to have a product that many people can't get their hands on. 

It is clear that people have received the products in the way that I attended. It has shown me how you can use design to connect with the target audience and also show how important design is when it comes to independent brands like Laynes as they cab rely on products like these to help the business to grow. By creating a unique range of products I have been able to add value to the business and connect with the consumer differently to how they would by just selling coffee.