With a clear direction and large amounts of research behind me, I feel that I can create an effective creative brief that will help to plant my research and condense everythin i have done so far into a neat page that can be reffered back to on a consistent basis in order to ensure that I am indeed solving the problem and ensuring I am not adding to it.
My creative brief ensures a immediate understanding of light pollution and its effects on both peoples health and the sky that exists above. I think this is good practice, having this structure of getting the audience to understand the issue first, then the effects and then how to solve it will prove useful in my inital outcomes. Statistics seem a good way to get this across as the numbers here are quite easily interpreted by genreal audiences, the longer, heavily scientific facts are far less useful then something like “3bn a year” and “70% wasted” this allows the audience to place these numbers in contexts that they understand, materialising the issue and making beginging to create a sense of urgency by placing the numbers at the forefront of my content, something that other campaigns did not seem to be doing.
My target audience is at the heart of the problem, permenant city dwellers, I think that identifying an audience that is most effected by the issue at hand, but simultaeuosly are the least aware of the effects is perfect, this way my outcomes will be hitting the optimum population and allow for the most effective and wide stretching change throughout cities across the entire world.
I do think that my current message is positive, asking something simple and acheiveable, a simply short pause and look up will stop people in their tracks as well as allow for my audience to pause and consider not only my designs, but also their health, this is particularly pertinent within my own audience due to the fact that many of then would not have even considered the health effects of light pollution previously, this short period of thought will help to get them on board with my campaign, if exectuted well.
My deliverables could exist in any context, but it must be accessible quckly and allow for a wide range of content to be displayed, as urgency is to sit at the heart of my campaign, slow burning outcomes will be lost in the now huge pool of unsuccessful light pollution campaigns.
visuals
I have included a range of cliche visuals as well as more successful matierals, I have always thought it is improtant to engage and consider unsuccessful outcomes and they will teach you what to avoid, while the successful outcomes merely teach you what has worked well in the past, but I still must make my campaign unqiue and so must be different in message, so therefore the unsuccessful outcomes are often more useful to me and my creative process that the more successful examples. something that I have included that blurs the line between theoretical and conceptual research is light pollution maps, they are simply data visualisations, but I do seem to keep coming back to them, the exciting mix of visual language, interactiviety and being built on a massive amount of statistical analysis makes them extremly interesting to me, they are also very personal at the same time as being massively general, you can see what light polltions levels are on your own street, but you can also zoom out and see entire continent as a whole, this interests me greatly and I would like to incorperate these ideas into my own designs at some point.
On a whole, I belive my creative brief has helped to set a solid foundation on which to move forward, I have a document that contains many failures and successes on the topic of light pollution that should be considere at every opportunity. My creative brief also contains a wide range of condensed theoretical research, such as statistics and statements that help to translate the issue of light pollution in short snappy sentences understandable by all.
Moving forward I should now begin to create my own content, with all the pitfalls and dangers in mind I think I should be in a place whereby the issue of light pollution can now begin to be solved.
Aidan's Graphics Blog 