Skype Call with Ian Haughton
In order to help us with our digipak designs we spoke to Ian Haughton (a branding designer - Handsome designs) via Skype. Ian gave us very helpful tips about our digipak designs which helped me to construct my digipak idea.
In order to help us with our digipak designs we spoke to Ian Haughton (a branding designer - Handsome designs) via Skype. Ian gave us very helpful tips about our digipak designs which helped me to construct my digipak idea.
One thing Ian mentioned during the Skype interview is that branding is ''what someone says about you when you leave the room, its how you act, behave, say and your personality... you're building an emotional attachment to something".
In terms of the importance of typography, Ian said that it was very important because "the typeface is like your personality, selecting the right typeface is really important, if you choose the wrong one it may not sell as well as a product as it doesn't look aesthetically pleasing". This suggests that the typeface is one of the most important factor in terms of branding as it acts like a personality therefore try making your digipak or make a custom font to help distinguish it from others. It is also important that you use consistent typeface because if you don't it sends the audience mixed messages.
In terms of designing our digipaks, Ian said "Think first; don't just start designing by drawing, think about what you want to communicate and how you're going to communicate your design and write youre ideas down beforehand and sketch it out; don't just jump onto a computer", this suggests that before designing you should think about the message and the visuals; designing is time consuming and to be successful you should take a lot of time planning. Ian went on and said that if you plan it first it gives you a sense of where you want to take your final design.
To the question "How do you target your audience through your branding decisions" Ian responded with "You try to understand the kind of things they like and might buy and the kind of things they may have in their pockets if you turn them out and the kind of music they would buy". This ultimately suggests that understanding your audience is vital, if someone listens to heavy metal then ideally you don't want your digipak to consist of bright colours, instead you may want to associate it with dark colours. Ian further said "all these ideas can help you inform the way that you communicate", for a certain age group for example your language may differ because you may select different choice of words.
In terms of designing our digipaks, Ian said "Think first; don't just start designing by drawing, think about what you want to communicate and how you're going to communicate your design and write youre ideas down beforehand and sketch it out; don't just jump onto a computer", this suggests that before designing you should think about the message and the visuals; designing is time consuming and to be successful you should take a lot of time planning. Ian went on and said that if you plan it first it gives you a sense of where you want to take your final design.
To the question "How do you target your audience through your branding decisions" Ian responded with "You try to understand the kind of things they like and might buy and the kind of things they may have in their pockets if you turn them out and the kind of music they would buy". This ultimately suggests that understanding your audience is vital, if someone listens to heavy metal then ideally you don't want your digipak to consist of bright colours, instead you may want to associate it with dark colours. Ian further said "all these ideas can help you inform the way that you communicate", for a certain age group for example your language may differ because you may select different choice of words.
During the interview I asked Ian for feedback on the idea of my digipak. I asked him "my digipak idea consists of 4-5 colours, do you think you can almost overload a digipak with too many colours or do you think too many colours is a good thing?" Ian responded with "It depends on the concept of your idea, if there is a purpose for it and a reason for it why not choose multi-colours (a wide range of colours), it's how you want the brand to stand out".
Receiving this feedback (on my idea) reduced a lot of weight off my shoulders as it gave me a clear idea on my digipak; furthermore receiving feedback from a branding designer such as Ian who have worked with clients before and had years of skills and experience with designing meant that the feedback given was crucial indeed.
Receiving this feedback (on my idea) reduced a lot of weight off my shoulders as it gave me a clear idea on my digipak; furthermore receiving feedback from a branding designer such as Ian who have worked with clients before and had years of skills and experience with designing meant that the feedback given was crucial indeed.
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