OUAN503 - Responsive - Individual Practice: Study Task 1: What's The Problem?

OUAN503 - What's The Problem?

Cath Kidston

1) What problems can you spot?

Well, Cath Kidston certainly seems to be a popular brand, so should be able to fork out for a swanky graphic designer or illustrator to do the job instead of asking the nation's students. Maybe they're not as well off as they seem...

2) What is the brief asking me to do?

The brief is asking for one new creative print in three different colourways. It is asking for a tiled version and a stepped out version, using no more than a maximum of twelve different colours. This doesn't seem a huge task, a fairly simple brief in fact.

3) What can I achieve? 

I can achieve a new understanding of the company and why it is so popular. I will also achieve knowledge of print-making, something which I feel is vital as I may need this skill in the future for other briefs/work. Achieving an understanding of how to cater for the target audience is also mandatory.

4) What message is the brief trying to convey?

Well, for one the brief is trying to persuade you to actually take part. They must be desperate if they're holding a student-directed competition. It is trying to convey simplicity by being fairly "to the point" by stating clearly what they're after. They start the brief by talking about nostalgia, what happened in the past and what they aim for in the future. This optimistic approach draws you in and makes you feel welcomed, Cath Kidston needs you!

They're also quite relaxed and colloquial in the way they talk. "Think a man in his underwear", "bits and bobs". This makes you feel more relaxed - they're professional, but not too uptight.

5) What is the target audience?

The target audience seems to be the metropolitan woman who wants modern-vintage designs to brighten up her day. She has the stress of looking after the kids, the house, the husband, and needs some cheerful patterns in her life to express the fun-loving woman she really is. She could also be the happy-go-lucky student who has a love for all things colourful and vintage-styled.

She loves making things, festivals, car boots, and vintage shopping. She watches reality TV, loves going out, and has the idea of moving to the countryside one day. She is the British woman.

(Aged roughly 18-30?)

6) How is the message delivered?

The message is delivered very much like I spoke about above: very down to Earth and cheerful. It isn't frightening or intimidating to read, and doesn't ask too much of you. It's fun and flighty, pretty representative of their designs really!

7) Who will benefit from this? Myself or the company? Both?

I'm betting that Cath Kidston will get more from this than myself as if you win, you are presumably awarded with a little bit of fame on the websites (YCN and Cath Kidston), a meal out at an event to celebrate your win, and that's it. However, they as a company get your designs, are allowed to brand them in their name and make money off them. Doesn't seem too fair now, does it?

8) Can I foresee any problems?

Yes. My lack of print-making is one problem, but this can be overcome with some research and practice as can any skill-based issue. I can see the problem of a possible mass of other competitors as so many students will see this brief and because of the popularity, it might be the obvious brief to go for. However, not many animators would go for this I presume, so I'm in with a chance of being the not-so-obvious choice, thought they are after a print and nothing else, so no animation for me I'm afraid...