Project 3- Evaluation of Television Channel Identity

After completing my final motion graphics project it is important to evaluate the work I have created for my television channel identity. My idea was to update the existing QVC television channel and make it into a sophisticated and popular way to shop, whilst also focusing in on selling women’s shoes instead of hundreds of different products. I also wanted to include my logo in the programme to promote my shoe brand.

My first idea was a black a white image, using the original high-heel image from my Logo. I researched a variety of different fonts, and found the Cambria font; which was curly, feminine and classic. My feedback told me that this worked well with my project proposal; however the high-heel image was too obvious and un-interesting for a television channel. I was advised to remove the high-heel as if I wanted to expand the channel into other areas of women’s consumerism e.g. make-up, fashion or skin care, then the shoe image would be too simple. Although I disagreed with this point, as I wanted it to be just footwear, I decided to remove the shoe image and use the text ‘your fashion and footwear channel.’ My feedback told me that this worked well and the use of the word ‘you’ brought a personal touch to the channel.

At this point, I started experimenting with colour, as the black and white was too harsh and wasn’t complimenting the sophisticated look I wanted. I looked into colours that felt expensive and luxury and asked for feedback on the colour purple and maroon. They told me that the purple was feminine and enticing, and would look good on the television, but the maroon was too dark and uninspiring. I was happy with my colours and font but had to start thinking about animation and graphics that would sit well with my theme. I began experimenting with graphic effects to move the text, and found that they were all too comic and complicated for what I wanted. In class we were being taught how to make text ripple as part of a curtain effect and I thought that the whole concept of using a curtain would relate to the luxury, sexy theme I wanted, whilst also created a ‘revealing’ like effect for the new channel. My feedback agreed with this and I began creating the displacement maps and experimenting with pre-composed layers to make this effect ripple the text as well.

As this was my final project, I wanted to try and show how I had developed my skills by incorporating music into the channel, almost like a theme tune. I used a website called freesound.com and spent a long time playing the various tunes alongside my graphics to see which fitted. I also researched the audio used on existing channels and found that they were quite simple, with no lyrics (so the narrator can introduce the programme) but also were quite catchy and memorable. The audio I chose was called ‘too damn funky’ and was jazzy with an up-beat chat show type feel. I think this was flirty and sophisticated and brought the text and the graphics together well.

After I had added the music, my feedback told me that it was missing something, and needed an image or a different colour. I re-added the shoe image, but reduced the size considerably and changed the tagline to black and was told that this was a nice finishing touch to the channel. I applied a simple text movement to bring the tagline in from the left and was happy with my final adjustments.

Overall I think my final project shows a development in graphics ability and understanding throughout my course. Although short, I feel that it complies to the brief and shows and ability to take on feedback and criticism and use it constructively. I think a strength in my final project would be that it has a more professional appeal than my other projects, and that I have experimented with audio shows my progression. I think the flaws in my work is the lack of more complex graphics and effects, however I hope this would develop with more practice in Adobe After Effects. Overall I think I have created 3 successful projects and have enjoyed gaining knowledge and understanding in this motion graphics module.