DECA Final Project

Our campaign project was to revamp the Dixie State University's DECA website, Facebook page, and advertisements. Our goal was to focus in on what type of students DECA is looking to recruit and to bring a more unified identity to DSU's DECA chapter.

STYLE GUIDE created by Emily Fisher.

FACEBOOK ADS: created by Emily Fisher
Link to Facebook page: https://www.facebook.com/DixieStateDECA/

POSTERS: created by Grace (Yangfangfei) Gao

Link to website: https://3mde3ign.wixsite.com/deca 
created by McKenzie Miller

DECA

Objectives

-Reach out to more students who will help strengthen DECA leadership

-Position DECA as an exclusive club, including an interview process that will make deca be looked at as more prestigious and desirable organization to join.

-Position DECA as the finest academic club at Dixie State, one that local businesses would want to help support financially.

Personas

John is a 45 year old who owns a screen printing business in St. George. He has lived in Southern Utah most of his life and loves to support the community. He graduated from Dixie State and enjoys coming back to campus for concerts and community events. He is looking to recruit quality employees and is looking for an easy way to find them.

Mark is a Sophomore at Dixie State with an undecided major. He is looking for ways to get more involved on campus and wants to get a head start on his career. He wants to have a fun, productive sophomore year and thinks it would be fun to have the chance to travel for school. He has a big social circle and is very active on social media.

Elizabeth is a Junior at Dixie State pursuing a bachelors in business management. She was a member of his high school DECA chapter. She is wanting to take more initiative in getting more real life experience with the business world during college. She learns best not in a classroom, but going out and learning by experience. She has good leadership qualities and is looking to add a leadership position on her resume.

Facebook.com/dixiestatedeca

Compose Your Frame

I took this photo on a drive north to eastern Idaho during sunrise. I see vector lines prominently in this picture because of the clouds leading into the sun. It draws the eye to a point, which then leads to seeing the mountains on the horizon. The slight sun rays coming outward draw the eye to that same focal point too. The repetitive rippling effect of the clouds adds to the direction they are traveling. I don't think the same affect would have been achieved if there was only one mass cloud covering the sky.
The sun is also placed in the left bottom third of the frame, as well as the horizon sitting just below the bottom third. This practices follow the Rules of Thirds. For me, this picture has a great amount of movement because of the diagonal lines the clouds create. It gives me a sense of vast space and speed.

Design Evaluation

Pure Leaf tea VS Argo Tea

Being a customer and consumer of both these products I've experienced first hand the good and bad design that comes from these two different ways of packaging. First, I believe Pure Leaf to be bad design and Argo Tea to be good execution of design. The first thing that I notice is the bottle shape. With choosing a green tea it's not contextually desirable to have a bottle that's shaped like a soda bottle. That's what I see when I look at Pure Leaf packaging. It doesn't set itself apart being a tea rather than soda. On the other hand, Argo Tea has a nice sleek unique bottle shape that it noticeably different than your typical soda bottle shape. The bottle cap on Pure Leaf is your typical ridged edge screw top. Argo's bottle cap is bigger than average making it easy to screw open and it comes with a nice, clean matte finish.

With Pure Leaf's logo and label design, it feels very muddy with too much black and it's relying on imagery that can take away from their logo. There are many separated boxes that add too much contrast resulting in the label not being quick and easy to read. Pure Leaf is relying on an actual picture of the leaf and water, when Argo plays on the idea of closure with their logo and simplicity with the small outline of a leaf. With Argo's label you can clearly see the logo and the ingredients that are in this specific drink. The design is light, with simplistic color that does not distract from being able to read each individual part of the design using only 1-2 colors.

Pure Leaf's logo lack's interest for me. The font seems generic and when actually shopping through the drink isle, it get's lost among other drinks. Argo's logo has good contrast with the thick, bright white text, and simple pictures of the main ingredients in the drink. Argo's bottle is glass, contrary to Pure Leaf's being plastic. It adds a sense of quality even though both of these drinks are within cents of each other's price range.

Contrast, Balance, and Harmony

This picture was taken by @ownthelight, who is a photographer that I follow and admire. The first thing that strikes me when I see this picture is the contrast of the bridge interrupting the forest of really compacted trees. The fact that the picture is cropped to have the bridge right in the center acts at a very symmetrical divider of the picture adding good balance.

I especially love the colors. The overall tone really appeals to me because you can set yourself in the environment and almost feel what the weather would be like, crisp and cold. The dark browns and oranges of the dirt contrast well with the light blue of the river water and green of the pine trees. For me, the color of the bridge slightly mimics the color of the river acting like a second "man-made" river structure in the picture.

In addition, something about the river underneath the bridge, the trees, and the bridge itself all bring a sense of harmony because when you first glance at the image it appears abstract. Then you gradually pick out those individual pieces that are making up the picture. That is my favorite part. You realize that the line down the center is a bridge and the curvy line through the forest is a river and then it all makes sense.

Visceral Response

This image is a painting by Caspar David Friedrich from the Romantic movement in the early 19th century titled Monk by the Sea. From the moment I saw this painting it struck me, and the more I learned and studied it, the more I fell in love with it. Friedrich also has grown to be one of my favorite artists because of his use of negative space and scale. At first glance I am intrigued by the tiny person looking off into an unknown abyss. The painting was made with the intention to put yourself in this person's position. Because he made the figure so small in size, the rest of the sea and mostly sky seems so grand. Also, the contrast of the light, sandy rock in the foreground compared to the dark, ominous sea in the background is very striking to me. I love the color scheme because he masters a blending technique that creates very muted but realistic colors. Overall this painting hits me with a sense of peace but underlining mystery that always keeps me going back to look at it.