46 Questions
What is the opposite of branching out in terms of direction?
Convergence
What type of change is described as a qualitative change in appearance or character?
Transformation
What is the result of convergence in terms of entities?
Entities coming together towards a central point
What is the term for moving away in different directions from a common point?
Divergence
What is the focus of the design approach used by Navyblue?
Inherent qualities and flavors
What is the result of Navyblue's design approach?
A young and energetic image
What is the primary purpose of using diagrams in data analysis?
To aid comprehension and understanding of data
What type of relation is shown between the entire population of men and the entire population of humans?
Subset
What is the benefit of using scatter plots in design?
To articulate a client's product or service in relation to others
What is the purpose of using multiple diagrammatic methods?
To construct a comprehensive model of the subject being analyzed
What is the main advantage of using Venn diagrams?
To show the relationship between multiple sets
What type of information can be presented on a scatter plot?
Any two or more criteria
What is the purpose of using diagrams in data analysis?
To aid comprehension and understanding of data
What is the main advantage of using diagrams in data analysis?
To present detailed information in a readily accessible, visual way
What is the primary characteristic of divergence in design?
Expansion or spreading out from a central point
In which field is divergence most clearly seen?
Market segmentation
What is the relationship between divergence and society?
Divergence is a response to societal changes
What is the primary characteristic of convergence in design?
Contraction towards a central, more generalised point
In which area is convergence most prominent in design?
Generic branding
What is the overall trend in design?
Towards divergence
What drives divergence in design?
Changing demographics and market segments
What is the relationship between divergence and convergence in design?
They are complementary approaches
What is the primary purpose of proofing in the design process?
To test the functionality and visual appearance of the design
What is the final stage of the design process?
Learn
What happens during the implement stage of the design process?
The design is put into production
What is the purpose of the checklist in the design process?
To ensure all stages of the design process are complete
What is the focus of the learn stage in the design process?
Obtaining feedback from the target audience
What is the outcome of the implement stage in the design process?
The design is put into production
What is the purpose of the design process?
To ensure the design is delivered to the client
What is the final delivery in the design process?
The finished job
What is the purpose of double-checking production specifications during the Implement stage?
To confirm the level of expectation and client expectations
What might be involved during the Implement stage if a print job is involved?
Proofing
What is the role of the design team during the Implement stage?
To provide project management
What is the outcome of not double-checking production specifications during the Implement stage?
Misunderstandings and unclear expectations
Why is it important to confirm production specifications during the Implement stage?
To clarify expectations and avoid misunderstandings
What is the purpose of the Implement stage in the design thinking process?
To deliver the solution to the design brief
What is the primary responsibility of the design team during the Implement stage?
To provide project management
What might be affected if the production specifications are not double-checked during the Implement stage?
The quality of the final product
What is the primary focus of the designer when creating prints, such as the ones shown in the Trafalgar Hotel rebrand?
Considering the context in which the print will be viewed
What is the purpose of using patterns in the Trafalgar Hotel rebrand?
To soften the dining experience and create a unique atmosphere
What is the benefit of incorporating icons into the design, as seen in the Trafalgar Hotel rebrand?
It represents different aspects of the hotel's service
What is the role of the designer in creating effective prints, like the ones shown in the Trafalgar Hotel rebrand?
To consider the context in which the print will be viewed
What is the effect of incorporating patterns into the design, as seen in the Trafalgar Hotel rebrand?
It softens the dining experience and creates a unique atmosphere
What is the purpose of using icons, such as a glass pattern for the drinks menu, in the Trafalgar Hotel rebrand?
To represent different aspects of the hotel's service
What is the focus of the designer when creating prints, like the ones shown in the Trafalgar Hotel rebrand?
Considering the context in which the print will be viewed
What is the effect of considering the context in which the print will be viewed, as seen in the Trafalgar Hotel rebrand?
It results in a more effective print
Study Notes
Branding Approach
• Navyblue branding approach diverges from traditional historical and traditional approach, focusing on the inherent qualities and flavors of Scotch whisky.
Divergence
• Divergence is the expansion or spreading out of something from a central point or theme. • Examples of divergence can be seen in market segmentation and typography. • Divergence occurs as a response to changing demographics and diverse market segmentations.
Convergence
• Convergence is the contraction of something towards a central, more generalized point. • Convergence can be found in areas such as generic branding. • In design, convergence is less prominent compared to divergence.
Diagrams
• Diagrams represent the entire population of each set as a circle, showing relationships between sets and their populations. • Diagrams can display various relationships between two finite groups, such as subset relationships. • Diagrams are used to present quantitative or qualitative information in a visually accessible way to aid comprehension.
Scatter Plots
• Scatter plots can display the relationship between two or more criteria. • Scatter plots help the reader draw meaning from the relationship between variables. • In design, scatter plots are used to articulate a client's product or service in relation to others.
The Design Process
- The design process involves seven stages: Define, Research, Ideate, Prototype, Select, Implement, and Learn
- The Implement stage sees the design put into production
The Implement Stage
- The designer passes the design artwork and format specifications to the supplier of the final product
- This stage involves confirming production specifications, such as print quantity and expected results
- The design team provides project management to ensure the end results meet design expectations and are on budget and on time
- Proofing may be necessary during implementation if a print job is involved
Proofing
- Proofing ensures that the final product is an accurate reflection of the artwork supplied
- For websites and other electronic media, proofing involves testing functionality as well as visual appearance
- A checklist is used to ensure that the client has signed off on the designs, production professionals have been booked, and the artwork has been delivered to production professionals
The Learn Stage
- The final stage of the design process involves learning from what has happened throughout the design process
- This stage involves obtaining feedback from the client and target audience on the product's reception and effectiveness
Design Thinking
- Design thinking involves a feedback stage during which the client and design agency identify what worked well and where there is room for improvement
- The select stage allows only possible designs to be fully developed
Learn about branding approaches, including Navyblue's divergence from traditional methods, and understand the concepts of divergence and convergence in marketing and design.
Make Your Own Quizzes and Flashcards
Convert your notes into interactive study material.
Get started for free
