Planning

The Logo

This is the final logo for "YourFood" which I designed myself in Photoshop:

Final logo

This (above) was a reworking of a previous logo I had made, but was unsatisfied with:

Logo prototype

I was unhappy with this logo as I feel it was too simplistic and not very eye catching. The colour scheme was good though and I kept this for the more developed logo. Though I kept the font as I feel it makes the company look friendly and personal as the font looks almost handwritten.
The tagline "your choice" was chosen since this gives more information to readers about what the company offers in a positive way.
The bright box logo was chosen because these types of logos are popular with young people because of clothing brands like "Supreme".
Yellow is considered one of the most powerful colours in regards of evoking hunger within advertising, the same goes for the red featured on the rice bowl. Blue is considered a cool colour within adverts which is why for my logo it is quite bright and bold, which for colour association makes the logo fun and engaging. The yellow borders and detailing make the overall logo look quite oriental, which is further inferred by the rice meal with chopsticks. This is because Chinese takeaway is the most popular within the UK for fast food consumption.

Slogan prototype

This (above) was an early idea for my company slogan, I made this in Photoshop with the idea of including it on the adverts with the logo, though I found the slogan to be too generic and cliche, so changed it somewhat to find "Your Choice".  Also, on the final logo the "your choice" text is in a white colour as opposed to the yellow for the main logo text and the "your way" text. This makes more contrast between the colour while white also makes it look more modern and sleek, also the text stands out more as there is difference in text colour and size.

Advert Sketches

Test 1

Test 2

These photos above are simply sketches for how I envisioned my adverts to look with the criteria in mind.

Advert One

 Test Advert 1

This above advert was a prototype mock up advert that used clip art food from the internet so I could decide how to structure and position the contents of the advert before I started my photo shoots. This is quite similar actually to one of my final products due to the positioning of the social media logos, the size of the YourFood logo is very similar though its position is more minimal.

Prototype advert 1

This advert above is different to submitted version of it, as at the top there is blue text box containing text regarding the food products shown, I decided not to keep this feature as it made the advert quite cluttered and made the presentation appear worse.

Prototype Advert 1 Version 2

Above is a further developed prototype of Advert One, this was not used for the final product after teacher feedback which suggested the design and layout was quite cluttered. The biggest changes I made were to the amount of text on the piece and the logo position.

Advert Two

For my green background advert I needed to make several versions of it, so that I could refine it until I got it exactly how I wanted it.

Prototype Advert 2

This version shown above does look very similar to the final submitted version, however there are several errors with it, which are amended,  this includes:

• The photograph of the fries product is overlapping the bottom text box.
• The bottom text is in a different font and has a different outline than the other advert submitted in the similar style.
• The logo is overlapped by the text at the top.

Prototype advert 2 Version 2

This above version fixed two out of three of the problems as I realised after completion that the font was still unlike the other adverts so I needed to change this, which I did for the final and submitted version.

Prototype Advert 2 Version 3

Much like Advert One's final version there were similar changes which successfully made the adverts more similar and fitting with each other. There is noticeably more text here than the final product, also the positioning of media such as the photograph, logo and text are changed and reworked.

Unused Plans for Advert One and Advert Two

Below are two plans for the format and background style of the first two adverts produced. They were designed after the fast food photo shoot was finished and edited in Photoshop to remove their backgrounds. The layout seen in these prototypes is very similar to the final products, the logo positioning, background concept, photograph used, and text positioning were all ideas that I decided to keep for the refined product. However the fonts used for the social media and telephone number are seemingly in an "Impact" font which my final products did not contain, I made this change as the impact font appeared too abrasive and impersonal for the company, and also for being too generic.

The most noteworthy features of these two plan adverts compared with the final releases is the background, by the point of producing these I had made similar plan adverts which actually used the colours seen for my final products. So I chose those two over the two below for several reasons. Firstly, the red and blue background seen behind "prototype advert 2" is rather ineffective at showcasing the food in a bold manner. Also the very white neutral section of the colours meeting makes the background quite boring. With "prototype advert 1" I found that with the social media links included, the Your Food logo  and the App Store detail the general colour palette was too dark for a rather informal and younger target audience aiming advert. With the food photograph I took being showcased above it made it appear too unnatural and clashing, which made the advert unappealing. 

Prototype Advert 1

Prototype Advert 2

Advert Three

For adverts three and four I wanted these to be stylistically different to the other two, based around  the change in target audience appeal. These adverts will be similar in approach to the McDonald's Big-Mac magazine advert I analysed for research, due to the darker colour palette , minimal content and logo placement. For my first attempt at creating Advert three that would then inspire Advert four somewhat. I started in Photoshop with the black background first and built up over it, from my "planning and development" sketches I wanted to to advance my drawing labelled "Test 2" as I found this to be the most effective and interesting idea I had produced.

Test Advert 3

This above was my plan I made that was adapted from the aforementioned "Test Advert 3" drawing, after working further on it to make it more complete and ideal I came up with the bellow advert. I like the dark colour scheme with the light fonts as I feel this makes the advert very stylish and linked well to my research in higher target audience appealing adverts. The use of blue and yellow colours from the logo work well for iconography and brand establishment with viewers so I will keep this for the final Advert three and four.

Prototype Advert 3

Prototype Advert 3 Version 2

Following feedback from my teacher regarding my adverts this above advert was not used for my final product as I made the changes proposed and suggested. There are some changes that can be seen between this above advert and the advert prior, the positioning of the App Store icon, the white border and the thickness of the coloured lines separating the contents of the advert.

Advert Four

Just like advert three I want four to be quite professional and sleek. The general layout will be exactly the same so that the two adverts feel like part of a set that goes together. The main difference I plan to include is a slightly altered text and use of different photographs.

Test Advert Four

Above is my basic idea for how I will pursue Advert Four, it is noticeably quite similar to the test Advert Three recieved, which is exactly what I wanted as they are supposed to go together as a series of adverts.

Prototype Advert Four

After working and developing the plan for Advert Four I came up with this, which contains a stock photograph of a food delivery bag I used as a placeholder before I decided how I wished to use this remaining space on the advert. The text bellow follows the same idea as Advert Three though it is slightly altered to give more insight into what the Your Food offers exactly to viewers.

Prototype Advert Four Version 2

After many potential ideas on how to provision the space around the top left where the food bag place-holds, I developed this further with the same stock photo using slight changes to the size and positioning, as well as the distance between text lines. 

Prototype Advert Four Version 3

This above version is seemingly very close to the final submitted advert, which it is, I consider this a prototype as there were slim changes for the final version from this version. When putting a border around the advert I made mistakes cropping the advert, which can be seen by the spacing around the yellow text, on the left there is considerable space between the text and the edge, whereas the right side was cut wrongly so is right up to the side.

The App Store logo is also too close to the side, both of these mistakes considered made the advert appear quite unprofessional and careless.

Planning: All Original Images

Original Images for Adverts One and Two:

These are my original photographs that I intended to use for my adverts. Majority of the photos below include more than one piece of food within the photograph, this was done as I wanted my adverts to showcase some kind of food bundle or box as in modern times they are an  extremely popular form of fast food consumption.

These are images bellow made from the food photo shoot I did using Photoshop to remove the background and surroundings. All of these were used for my final products, I feel they they are framed interestingly to show the food items in a presentable and stylish way. The lighting used during the photography makes the food look colourful, bright and warm. This suggests to viewers that the food is enjoyable and interesting.

Original Images for Adverts Three and Four:

These photos were taken for use within my Advert 3 and Advert 4, the criteria for these productions shown that I needed to include two people over my four adverts. These pictures were taken in a photoshoot room in college, because of this we were able to use studio lighting and a professional camera with a tripod. Due to the time it took to book the room and the equipment I took photographs with a classmate. I took photographs of Owen Leach which are seen on my Advert 3 and Advert 4. He took photos of me which he used for his adverts. There are photos of myself which were taken using a ten second timer on the camera. I used myself and Owen Leach for these productions as we appear to be in the age group of college and university which was the target audience for the company. There were several props in the room which we tied into the photographs such as knives, forks, plates and a potted plant which we took a few leaves off to put onto a fork for the photos.

Regional Magazines

Regional magazines are available and released in nearly every part of the United Kingdom, from country life to city life. These magazines are filled with interesting features about the region in addition to its traditions, heritage, food and restaurants, events, and other social happenings. They are far more concise with their target audience and demographic unlike national magazines. 

Regional Magazines are bought by people from the area that the regional magazine is specifically focusing on.

Regional Magazines Available Within the UK

Regional Magazines: The Front Cover

These are some example of readily available regional magazines. We can see that they generally all include in their title a reference to their location. Such as the "Essex Life" or "Cheshire Life", the producers of the "Life" franchise of magazines typically sell their products for £3.99 as seen above, but several like the "Cheshire Life" and the "Devon Life" are more expensive at £4.50. Also, the front covers of these magazines above are typically all using  impressive photographs of nature. There is some changes to font for the title of the magazine but they are all typically stylish and formal fonts using a white colour, except the "EDP Norfolk" issue which holds a bold gold colour, which makes it stand out when shown simultaneously with other regional magazines, while maintaining a professional demeanor.  

Regional Magazines: Their Conventional Target Audience

Typically regional magazines aim at the working class/middle aged audience of readers. Due to the contents of regional magazines tending to include information of importance regarding the community, which can include updates on the region. This type of information and contents of a magazine is often more attractive to older people.

The content of regional magazines mostly includes information for the culture and society of the region. They typically include articles about: Property, Restaurants, getaways, events and reviews about parts of the area. This suggests that this is what the target audience wishes to read about within a regional magazine.

Regional Magazines such as Dorset Life, Essex Life and Northern Life typically include photography of the area such as landscapes, which could be appealing to pride in where you live which older generations tend to feel or want to feel. So this inclusion within the regional magazines is influencing that feeling to develop or remain.

Statistics and Data Regarding Takeaway Food

The BBC's Shared Data Unit analysed the latest released by the office for National statistics (ONS). Finding these statistics:

• The UK has seen a  significant 34% increase in fast food outlets between 2010-2018.

• During 2010, the average number of fast food outlets per 100,000 people was 47. It had risen up to 61 outlets per 100,000 people by 2018.

• In nearly every area (204 out of 215 areas) this rate of takeaways per 100,000 people was higher in 2018 than in 2010.

BBC 2016:

• The BBC Good Food Nation Survey found that most people ate fast food on average two days per week.
• But in the 16 to 20-year-old category, one in six ate fast food at least twice a day, with one in eight among 21 to 34-year-olds eating as frequently.
• The study of more than 5,000 people found that half of them thought "a meal isn't a meal without meat". This suggests that there is still a fair market for vegetarian or vegan fast food services.

BBC 2016 Social Media Influence: 

• The survey found that two in five people aged 21 to 34-year-olds had posted a photo of a meal they had cooked, on social networking sites such as Instagram.
• A third had posted a photo of a meal they had eaten in a restaurant.
• And almost one in three have been inspired to cook a meal after seeing a photo on social media.
• Also, 43% in that age group used the internet on their mobile phones to find a recipe while 26% will follow a video recipe on their phone.
• This tells me that if a fast food service can somehow link Social Media within their product or service this could boost their popularity and exposure, this could perhaps be achieved through hashtags or filters relating to their company.

2014:

• British people spend £29.4 Billion on takeaways each year.

• The average British person spends a third of their total food budget annually on fast food services.

• £1,304 is spent on 140 non home-cooked meals.

UK Top 10 Favourite Takeaways by consumption statistics:

1. Chinese Food
2. Indian Food
3. Fish and Chips
4. Pizza
5. Fried Chicken
6. Kebab
7. Thai Food
8. Burger
9. Sushi
10. Italian Food

• Men spend far more than women on takeaways, splurging £2,339 every year compared to the £1,355 spent by women. But men are savvier when it comes to making the most of leftovers, using any surplus food to make another meal 10 per cent more frequently than women. 
• Unsurprisingly, younger Brits are spending more on takeaways and eating out – with 25-34s forking out £2,112.14 on them each year, that’s twice as much as those aged 45-54 and almost double the national average.

Finished Products

Advert One

Advert Two

Advert Three

Advert Four

Statement of intent

Media Industry:

Firstly, regarding the rules surrounding advertising prints, my advertising pieces will be conforming to the Advertising Standards Authorities code of rules. Having read the rules with a general idea of how I want my final adverts to come out I will not have to make any drastic changes towards my products. For example, my piece will not contain any explicit or inappropriate language or content.

Media Representation:

In regard to media representation within my advertisements, companies rely on advertisements positioning their content within a positive light, which includes many areas such as their products, target audience and employees. To create positive media representation myself I will apply positive imagery within my product, such as the photographs used. Since these adverts are for a food company, the food used will be visually appealing and engaging for audiences which is what companies need from their advertising team. The setting that the food is within could show a large set around it or very little, so the food is the full attention, in either case the set will look visually appealing to viewers and will contain colours, furniture and props etc. that the target audience for the food company could identify with and be appealed by.

Media Language:

When constructing the advertisements great thought will be applied to the areas such as layout, images, colour scheme, fonts and taglines. These will each be extensively researched by analysing similar advertisements and through connotations such as colour suggestions so that the final product can be most appealing towards the target audience.

Media Audience:

The target audience for this company’s food product is best suited to people of the 16-25-year-old demographic, this has been researched by myself in order to identify a large profile for this group so that advertisement can be of most effectiveness. People within this age range are mostly still going to education which can either be college education, university or an apprentice. Those within this age range typically have little cooking ability or knowledge so generally rely on fast food companies, this food service I will be designing adverts for needs to cater better to this target audience than rivalling companies, so the adverts need to express why this is seemingly the better option for them to choose.

Existing Fast Food Adverts

McDonald's Magazine Advert

The font used for this first advert is quite professional and mature looking, the usage of white text upon a black background makes the text rather eye catching and bold to viewers. This layout is quite unusual as the burger is taking up such a small amount of the advertisement- Most of the advert is the background which is a solid black colour, this accentuates the burger even more. The burger is taking up the lower half of the page and is directly in the centre of the width. The McDonald's logo and term "Big Mac" act as iconography within the advert as they are such a large and established brand. The colour scheme is playing with opposites greatly as the white and black are heavily contrasting and impacting, the lighting on the photo of the burger makes it look warm which should cause a positive reaction of interest from viewers. This advert is unlike most advertisements done by McDonald's because they typically are much brighter and have more detail in the background which is often showing their other various food products upon a napkin. For this advert to be very different to their many others it makes the advertisement appear more stylish and professional as it differs greatly from their typical style.

Burger King Magazine Advert

The target audience for this advertisement appears to be more directed at adults due to the mature and simplistic style of the advert. Anyone who has been to a McDonald's establishment and had a positive experience will be interested in their new product, the "Big Mac" as they like their other food products.
This second advert by Burger King is quite different to the previous McDonald's advert. Firstly, this piece is presented in a landscape format, which is generally unusual as portrait is the most used layout for a food magazine advertisement. The shiny grey background and table that the food items reflect onto make this advert appear modern and sleek. This font used is black and very bold which makes it stand out very easily and catch readers attention, the text is also capitalised unlike the McDonald's piece which makes it impacting. The food items within this advert are far brighter than the McDonald's which makes the food appear more appealing and tasty looking to younger audiences. This makes me feel that this advert is targeted at a younger audience of teenagers and young adults.

Clyde's Advert

This third fast food advert is by Clyde's advertising specifically their burger product. The photograph of the food item is much different to the other two as it is more artistic and abstract which would make this advertisement stand out to readers. As seen in the photo the burger is shown being opened up to reveal all of the ingredients clearly to show readers exactly what the product includes, which is uncommon within adverts. This would definitely seperate the company from their competitors to an older audience as the ingredients shown within the picture appear a higher quality than what is expected from a McDonald's burger etc. The format and layout of this piece is somewhat similar to the earlier McDonald's advert as it is in a portrait format upon a black background with white text above.
A text box is seen stemming off from the beef of the burger describing the product to readers which is not very conventional of fast food advertisements which furthermore makes this appeal to older audiences. I feel the target audience for this advertised product would be adults due to the very sophisticated and professional appearance of the food and use of text. The actual font itself is still in capitals like the previous two but the font is more soft and rounded around the edges which makes it appear more friendly.