COP 3 Design Process

The design process was hugely informed by theoretical research findings and visual analysis of existing 'femvertising' campaigns. This knowledge was essential to understand how as a designer to visualise commodity feminism. Therefore, an important analysis of existing campaigns and brands that have done it, recognised as 'femvertising' was an essential part of the design process. The aim of the practical was to make this difficult in a sense by picking a gender neutral non-feminine product. In doing so, the idea or message of visualising commodity feminism had to be recognisable within the design through employing advertising or 'femvertising' techniques. 

Peer, tutor and supervisor feedback also formed an essential part of the design process. In order to understand if the message was translated clearly enough visually, which in the initial stages of the Pedigree concept idea was not. Feedback highlighted controversy surrounding the topic and outcome as feedback was mixed. There was too much association with a female dog known as a 'bitch' and trying to link this product to women and feminism did create some backlash. Although this 'parody' approach created controversy most ads do. However, receiving this feedback highlighted a possible development approach to the idea by employing the same idea to another non-feminine product, Colgate toothpaste. 

By using a non-feminine gender-neutral product this made the techniques and visualisation of commodity feminism important as the product itself is not specifically 'feminine'. With the inclusion of women imagery as content this instantly created a more recognisable message and visually translates commodity feminism. Further exploration of the design process involved employing other 'femvertising' techniques such as celebrity endorsement or influencer as the campaign is sponsored by celebrity singer Jenna Kramer. Brand colours was also used throughout the video to visualise to commodity feature and association with the brand Colgate. Whilst storytelling also helped to promote and visualise the commodity element by evoking a need for the product through a story of active things women can relate to and do throughout the day such as speaking and smiling. 

Overall the design process was well informed through theoretical exploration and practical exploration. Both have worked to produce a practical project that is informed and a development based on the knowledge attained and gathered through this project. Visual analysis and referring to theoretical research throughout was helpful and informed the basis of the design process. Time was also managed effectively balancing working on the essay and practical alongside each other.