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Questions and Answers
What is the opposite of branching out in terms of direction?
What is the opposite of branching out in terms of direction?
What type of change is described as a qualitative change in appearance or character?
What type of change is described as a qualitative change in appearance or character?
What is the result of convergence in terms of entities?
What is the result of convergence in terms of entities?
What is the term for moving away in different directions from a common point?
What is the term for moving away in different directions from a common point?
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What is the focus of the design approach used by Navyblue?
What is the focus of the design approach used by Navyblue?
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What is the result of Navyblue's design approach?
What is the result of Navyblue's design approach?
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What is the primary purpose of using diagrams in data analysis?
What is the primary purpose of using diagrams in data analysis?
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What type of relation is shown between the entire population of men and the entire population of humans?
What type of relation is shown between the entire population of men and the entire population of humans?
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What is the benefit of using scatter plots in design?
What is the benefit of using scatter plots in design?
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What is the purpose of using multiple diagrammatic methods?
What is the purpose of using multiple diagrammatic methods?
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What is the main advantage of using Venn diagrams?
What is the main advantage of using Venn diagrams?
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What type of information can be presented on a scatter plot?
What type of information can be presented on a scatter plot?
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What is the purpose of using diagrams in data analysis?
What is the purpose of using diagrams in data analysis?
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What is the main advantage of using diagrams in data analysis?
What is the main advantage of using diagrams in data analysis?
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What is the primary characteristic of divergence in design?
What is the primary characteristic of divergence in design?
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In which field is divergence most clearly seen?
In which field is divergence most clearly seen?
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What is the relationship between divergence and society?
What is the relationship between divergence and society?
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What is the primary characteristic of convergence in design?
What is the primary characteristic of convergence in design?
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In which area is convergence most prominent in design?
In which area is convergence most prominent in design?
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What is the overall trend in design?
What is the overall trend in design?
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What drives divergence in design?
What drives divergence in design?
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What is the relationship between divergence and convergence in design?
What is the relationship between divergence and convergence in design?
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What is the primary purpose of proofing in the design process?
What is the primary purpose of proofing in the design process?
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What is the final stage of the design process?
What is the final stage of the design process?
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What happens during the implement stage of the design process?
What happens during the implement stage of the design process?
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What is the purpose of the checklist in the design process?
What is the purpose of the checklist in the design process?
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What is the focus of the learn stage in the design process?
What is the focus of the learn stage in the design process?
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What is the outcome of the implement stage in the design process?
What is the outcome of the implement stage in the design process?
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What is the purpose of the design process?
What is the purpose of the design process?
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What is the final delivery in the design process?
What is the final delivery in the design process?
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What is the purpose of double-checking production specifications during the Implement stage?
What is the purpose of double-checking production specifications during the Implement stage?
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What might be involved during the Implement stage if a print job is involved?
What might be involved during the Implement stage if a print job is involved?
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What is the role of the design team during the Implement stage?
What is the role of the design team during the Implement stage?
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What is the outcome of not double-checking production specifications during the Implement stage?
What is the outcome of not double-checking production specifications during the Implement stage?
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Why is it important to confirm production specifications during the Implement stage?
Why is it important to confirm production specifications during the Implement stage?
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What is the purpose of the Implement stage in the design thinking process?
What is the purpose of the Implement stage in the design thinking process?
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What is the primary responsibility of the design team during the Implement stage?
What is the primary responsibility of the design team during the Implement stage?
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What might be affected if the production specifications are not double-checked during the Implement stage?
What might be affected if the production specifications are not double-checked during the Implement stage?
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What is the primary focus of the designer when creating prints, such as the ones shown in the Trafalgar Hotel rebrand?
What is the primary focus of the designer when creating prints, such as the ones shown in the Trafalgar Hotel rebrand?
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What is the purpose of using patterns in the Trafalgar Hotel rebrand?
What is the purpose of using patterns in the Trafalgar Hotel rebrand?
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What is the benefit of incorporating icons into the design, as seen in the Trafalgar Hotel rebrand?
What is the benefit of incorporating icons into the design, as seen in the Trafalgar Hotel rebrand?
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What is the role of the designer in creating effective prints, like the ones shown in the Trafalgar Hotel rebrand?
What is the role of the designer in creating effective prints, like the ones shown in the Trafalgar Hotel rebrand?
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What is the effect of incorporating patterns into the design, as seen in the Trafalgar Hotel rebrand?
What is the effect of incorporating patterns into the design, as seen in the Trafalgar Hotel rebrand?
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What is the purpose of using icons, such as a glass pattern for the drinks menu, in the Trafalgar Hotel rebrand?
What is the purpose of using icons, such as a glass pattern for the drinks menu, in the Trafalgar Hotel rebrand?
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What is the focus of the designer when creating prints, like the ones shown in the Trafalgar Hotel rebrand?
What is the focus of the designer when creating prints, like the ones shown in the Trafalgar Hotel rebrand?
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What is the effect of considering the context in which the print will be viewed, as seen in the Trafalgar Hotel rebrand?
What is the effect of considering the context in which the print will be viewed, as seen in the Trafalgar Hotel rebrand?
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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
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Description
Learn about branding approaches, including Navyblue's divergence from traditional methods, and understand the concepts of divergence and convergence in marketing and design.
