Acquiring Competencies
Competency 01
Art vs. Design
The Rihanna sketch is an example of art. T
This sketch was crafted to further develop the Enforcers brand identity.
This sketch was crafted to further develop the Enforcers brand identity.
The Rihanna sketch is an example of art. T
This sketch of Rihanna weighed against the sketches completed for the brand identity system show similar items created for completely different purposes.
Throughout my learning journey, I discovered the most valuable competency of all - the difference between art and design. While I always had an artistic inclination, I learned that design is about making the best decisions for the client by removing personal bias and crafting a solution that best fits their needs. Design is based on logic, research, and critique from peers and professionals to ensure effectiveness.
To acquire this competency, I had to constantly remind myself that design is not about what I feel, want, or need. It's about removing myself as much as possible from the process and focusing on the client's requirements and needs. The critiques I received along the way were helpful and not personal, and I had to accept that I may not always make the right decision. Critiques help to ensure that the design is the best solution for the client.
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In contrast, an artist may be approached by a client to create a painting or illustration based on their unique style. The artist's decisions are usually more personal and may not be based on research or testing methods. Overall, I learned that art is about feeling and expressing while design is about crafting a solution that meets the client's needs. Above is a visual example illustrating the difference between the two.
Competency 02
Sonic Branding
This video showcases successful sonic logos created for Netflix, Microsoft, and more.
My second favorite competency is sonic branding. I did not know that such a thing existed until studying the concept at Full Sail University. I am happy that I came upon this competency because I think sound design may be a possible career choice for me. I love music and creating music. I thoroughly enjoyed crafting sounds for my Earth Day project. Learning about sound design was the most fun I had throughout the entire year of this mastery journey.
To fully understand sonic branding, it took focus. I was able to read through the materials on sonic branding several times. I was also able to find what seemed to be a limitless amount of examples of sonic branding very easily for further understanding.
Competency 03
The Three Categories of Sound
This video showcases the three categories of sound.
After being introduced to sound design, understanding that sound was further broken down into three categories was extremely valuable. Dialogue, music, and sound effects are all important facets of sound to understand. Now I can connect my knowledge with many possible applications. Animated videos, film, music videos, and whatever else I can imagine! To expand my knowledge of this competency, I continued creating sound designs that incorporated sounds from the three categories. In the video above I was able to attempt to compose a design that featured sounds from all three categories.
In the future, I plan to compose more sound designs and possibly even music. Acquiring this competency reminded me of a passion that I had long forgotten. I plan on using this to pursue more projects that allow me to compose sounds as well as visuals.
Competency 04
Audio Logo
This video showcases the XBOX audio logo.
Another competency that I was unaware of until this degree program. I had heard the sounds incorporated with brand logos in commercials, but I never understood that brands not only could have visual logos but audio logos as well. The first example of an audio logo that I can remember hearing is the McDonald's audio logo and the Xbox audio logo. To fully understand this competency didn’t take much effort.
Understanding the importance of it was most vital. Audio logos allow organizations to connect with customers on an intimate level by giving them a sound to connect with the brand. Sound can make us feel nostalgic and transport us to a specific place and time almost instantly. Understanding this was easy in that I always listen to songs specifically for the emotional connection and to be transported into a specific mental state.
Competency 05
Selective Attention
Hidden Mickey's at Walt Disney Theme Parks and Resorts.
Hidden Mickey's at Walt Disney Theme Parks and Resorts.
These pictures show how Disney incorporate Hidden Mickey in their design. An example of selective attention.
Selective attention is a way to get the audience to focus on one aspect of your design, while doing so other areas of the design may be neglected by the viewers because of it. Selective attention is mostly used in film, and I plan on creating animated shorts and films and imploring this competency in those creations. I feel this competency is important in that it will enable me to tell stories better through animation and design. This competency can be used in many facets of design. Utilizing selective attention in my work will hopefully encourage the audience to interact repeatedly with my work to either spot the things in the spot that may not have been visible the first time or interact with the design on multiple occasions. Perhaps one of the most successful examples of selective attention is the incorporation of Hidden Mickeys in
almost all aspects of Walt Disney films, theme parks, hotels, and cruises.Most if not all Disney designs include them. If you visit a park or hotel or view a movie produced by the Walt Disney Company, you will see hidden mickeys throughout the design. These Mickeys are usually only noticed by those who know to look for them.
One example of selective attention is “Hidden Mickeys.” Hidden Mickeys are incorporated throughout many Disney films, Parks, Hotels, and Cruises. While enjoying an adventure at any of the Disney establishments you have likely unconsciously passed by or even interacted with a hidden Mickey at some point. Those who are aware of them seek them out while those who aren’t experience the adventure likely without noticing the famed character integrated into the designs they see.
Competency 06
Rhythm
This video explains rhythm in film and how these creators incorporate rhythm in their films.
Rhythm in editing differs from pacing in that it is about the entire film and the patterns created by the combination of long and short scenes in succession. When speaking of rhythm I am referring specifically to the tempo of the film. Rhythm could also refer to a smaller segment of the film including a range of scenes in a sequence. When creating animated video and presentation videos rhythm is an important competency to apply. I plan on using this competency in my career to create intriguing videos and presentations for clients as part of their media assets.
Competency 07
Pacing
This video shows how pacing is used in film.
The term pacing refers to the length of the cuts in a scene in relation to the other cuts in the same sequence. Depending on the pacing of a scene the director as well as the editor of the film can drastically change the mood or feel of a scene by timing the cuts. Scenes with short quick cuts are usually an indication of action and scenes with long drawn-out cuts are usually associated with peaceful or serene scenes. In creating videos and advertisements for clients, utilizing this competency will be of great importance. It is my goal to create interesting, captivating designs for all of my projects. Using pacing in my videos will allow me to hold the attention of the viewer and retain their attention long enough to sell whatever product for the client.
Competency 08
Motion Graphics
This video shows examples of motion graphics.
Motion Graphics is the movement of graphics in a video, film, or digital media. Motion graphics are non-character elements in the composition that move such as text, shapes, lines, etc. The term is often confused with animation because of the movement of the elements in the design. Motion graphics can be used to add movement to logos, text, pictures, and other design elements to further engage the audience. Understanding how to incorporate motion graphics in marketing tools and branding identity systems has become a necessity for graphic designers. I plan on using motion graphics to communicate ideas to clients with video presentations. I love to tell stories and understanding this competency has given me another avenue to express complicated ideas in a way that is interesting and more compelling than narration alone. The video above breaks down what motion graphics are and how to incorporate them into design work.
Competency 09
The Psychology of Color
This image showcases a color wheel with the meanings of the colors shown.
Color is a complex competency that I continue to have a greater appreciation and understanding of. Before this program, I understood the basic things of color such as what a primary color is as well as what secondary and tertiary colors are. What I have learned this past year is that colors have meanings beyond my previous understanding and that colors can be utilized in design to express emotion and symbolism. I plan on utilizing color in my future projects to express emotions and to set the scene in future videos. I am now equipped with the knowledge to conduct research and understand the meanings that go along with the chosen color palette. This visual aid is one of many that has helped shape a better understanding of the meanings of colors and what they can mean when utilized in design.
Competency 10
Guerilla Marketing
Guerilla marketing examples from Axe, Dominos and mre.
Guerilla marketing examples from Axe, Dominos and mre.
The following are examples of Guerilla marketing.
Guerilla marketing is a way to get your product into the hands of the people directly by creating temporary environments for them to become acquainted with the product you are selling. Additionally, guerilla marketing allows for advertisers to reach their audience in a less traditional, more creative way. Guerilla marketing can be an interactive, and immersive experience for the audience. Throwing them into an environment where they can memorably experience the product. I plan on creating design experiences for my clients that allow them to showcase their products to their audience in this way. I would like to immerse the audience completely in their experience with the product. If it’s a car that the client is selling, creating a space cultivated to showcase the car in the best light possible would be my goal. Perhaps the vehicle is an electric vehicle also known for speed. Awesome! Presenting the vehicle to the audience on an enclosed race car track complete with race car drivers, and sounds that place the customer there may be an interesting and memorable experience.
Competency 11
Design Bias
The following illustrates what confirmation bias can look like.
Before my mastery journey began, I had no idea what design bias was or that such a thing existed. This competency is of the utmost importance, likely just as important as understanding the difference between art and design. When creating designs for clients it is important to be aware and avoid design bias which is designing solutions that are crafted for yourself and based on the things you like, not what solutions best fit the client's needs. There are several forms of design bias to be aware of:
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Confirmation bias – searching for reasons to validate preexisting beliefs
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Bandwagon bias – creating or crafting a solution based on what others have done.
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Hindsight bias – Believing that you predicted the outcome of an event before it happened.
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Ambiguity effect – avoiding ambiguous options or ones that appear to lack a sufficient amount of information.
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Clustering illusion – The perception of patterns or clusters in random data.
Moving forward in my career as a designer, I will make sure to incorporate this competency in my work by completing evaluations of my work. Making sure that I consider all the research presented and that all of the information is considered. I also plan to seek critique from peers and conduct testing. These steps will allow me to make sure that I am not incorporating known bias in my designs.
Competency 12
Adobe Illustrator
This logo was created in Adobe Illustrator.
Though I am familiar with Adobe CC and have used Illustrator for many years. I feel very strongly that my knowledge of how to use the different tools in the software has been greatly expanded over the past year. Before this program I knew how to use Illustrator for the pen and various shape tools, but not much beyond that. I now have a better understanding of how to use the other tools provided by the software especially the flare tool and perspective tool.
I don’t feel quite that I have fully acquired this competency in that I still have so many tools to learn. Just as I have been doing throughout this past year, I plan to continue to do tutorials and practice using the tools of Illustrator in my designs and art. I feel very strongly that learning to create vectors will be a great asset for my career path even in sound design. I can use it to create graphics to be animated for the sound that I am designing.
Competency 13
Adobe Illustrator
This image was created using various tools in Adobe Photoshop.
Photoshop is a software that I avoided before this program. I do not enjoy painting on a screen and I felt very strongly that Photoshop was used mostly for digital art creation. I struggled with mastering this software for so many years and only now am I able to say that I not only understand the importance of the tool. I know now that I can confidently use it to convey ideas that may not be as easy to articulate in software programs such as Illustrator.
To begin gaining confidence with using Adobe Photoshop, I began practicing and doing tutorials throughout this year. I have not mastered this software, however, I am much more knowledgeable of its power and all that it has to offer. I plan on challenging myself to complete more tutorials for this software in hopes that I can edit pictures more effectively. I plan to learn to composite images more effectively so that when I create media assets the products can be showcased realistically.
I also plan on going back and editing the pictures included in the Enforcer's media assets so that the hockey players are shown wearing the jerseys designed for the brand identity. Above is an image edited in Photoshop and crafted to be used as a part of the Enforcers playbook. The players have been cut out of the ice rink they were playing in. Additionally, filters have been added to the photo to match the colors of the brand identity system and add texture.
Competency 14
Adobe After Effects
This video was created using Adobe After Effects.
Like Adobe Photoshop, I avoided Adobe After Effects at all costs before this program. I didn’t understand how to do much of anything with the software until this year. I now have a full understanding of how to animate text and shapes and am working to develop my understanding of the software to create more complex animated shorts and videos. I plan on using my understanding of this competency to tell interactive stories, as well as animate logos for clients. Above is an example of how Adobe After Effects was used to craft a video for the Enforcers.
References:
30+ jaw-dropping guerrilla marketing examples - wordstream. (n.d.). https://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples
Color psychology: How colors affect emotions and behaviors. Color Meanings. (2022, August 28). https://www.color-meanings.com/color-psychology-how-colors-affect-your-everyday-life/
Dvornechuck, A. (2023, January 13). 10 best sonic branding examples. YouTube. https://www.youtube.com/watch?v=2IHAWGxYLNM
Film Look, T. (2018, August 26). How to give your film visual rhythm | the film look. YouTube. https://www.youtube.com/watch?v=ovrmhaJ4Few
Home of Throwback, T. (2020, August 7). Xbox sound effect | logo animation 2020 (2). YouTube. https://www.youtube.com/watch?v=Vje3KAd86LY
Kendra Cherry, Mse. (2022, November 10). Why do we favor information that confirms our existing beliefs?. Verywell Mind. https://www.verywellmind.com/what-is-a-confirmation-bias-2795024
Klurman, M. (2023, January 18). How many hidden mickeys can you find in these disney world photos?. Reader’s Digest. https://www.rd.com/list/disney-hidden-mickeys/
Nations, M. (2021, June 14). What is motion graphics? - after effects basics tutorial series | motion graphics basics - part 1. YouTube. https://www.youtube.com/watch?v=Hksg2s3gF6s
Script Department, T. (2020, March 21). How to pace your screenplay | screenwriting 101. YouTube. https://www.youtube.com/watch?v=dBv5lncVw9g