Magic Light Experiment

This experiment is based on a scene in my idea for the live brief project. In the speech from my brief Natalie says "I am saying that we have the power to support each other to live well" so I had the idea of a person passing a beam of magic light between three other people that represents the 'power' that people use to support each other.

Research and Reference

My style for the idea is similar to a video game render so I looked in to how spells are presented and used in video games. Skyrim is a RPG that was released in 2011 for the PS3 and XBOX 360 and I studied some of the many materials, lighting and textures they used for the spells from the players inventory.

I wanted a light blue colour for my magic beam but I wanted the reference to focus and represent a light source so I chose the spell 'Candle light' because I thought it best fit my idea visually so I used it as my reference.

Experimenting with Materials in Cinema 4D

I started in Cinema 4D with a floor and wall in the background and light hanging above this is so you can see the scene in the render. I then used a basic sphere so I had something to apply my material to, so I could see what it would look like. I chose a sphere because I needed to see my object as a ball of light to accurately calculate the glow and the distance of the glow.  In the materials manager I focused on the colour, the glow, the reflectance, the luminance and the transparency to get to the material I have below.

Making the animation

I started by adding 4 figures to my scene which will act like place holders for my characters during the experiment. Next I resized the ball of light and its position in front of the main figure and then moved its position slightly throughout the timeline, this will simulate that the magic power is building up before blasting towards the other figures. Next I applied the light material to the main figure to show that he is infected or contains the power. Then I created another three spheres, applied the material to each of them and then reshaped them to be long and thin enough to reach between the main figure and the other figures. Finally on the timeline at the right moment I hide the spheres until they need to appear and then I made them grow very quickly to simulate that the magic light is coming from the main figures to hit the other figures. Then after the figures were hit I also applied the material to them to show that they were now infected or contained the power.

   

Character Modelling (Studio Tutorial)

In this process and production session I attempted the modelling tutorial again on Cinema 4D but this time I did it with the guidance of my tutor in the studio.

Preparation

The first step in the tutorial is to import a 2D drawing of the character you want to create in 3D and the drawing must consist of 2 drawings a front view and a side view. When I attempted this on my own I struggled and couldn't understand what the tutorial wanted me to do. Instead of the tutorial however I was shown a more simpler way. The first thing to do is create a new material and then import the drawing as a reference image in the material settings so it becomes a texture within Cinema 4D. Next create a plain in the front view and position it vertical so it looks as though it is stood up. Now apply the material with the drawing to that plain object and the drawing should appear on the plain. I created two plains both with the same image on it, one in the front view and the other in the side view because the drawing consists of one front view drawing and a side view drawing. Next I needed to use the loop tool on both plains to separate the drawings that will allow me to delete one of them and the plan is to have the drawing of the side view of the character in the side view perspective and the front view drawing in the front view perspective. Now I have something like this.

Modelling The Shirt

The next step was to start modelling the shirt the character wears. This part of the tutorial on my personal attempt went as expected but this time around it looked slightly better because of my improved knowledge of cleaning up a model. I started with a normal cube and concentrated on the cube in the side and front view. I then made my cube editable so I could select the edges, points and faces of the cube to transform the object. First I edited my cube from the front view, using the drawing as a reference I pulled and stretched my object to get a similar shape to the characters shirt. I applied the same technique to the side view of my cube focusing on the side view of the drawn character. After that step I had a 3D object that was the rough shape of the characters body and then I had to clean up the shape and make it more accurate. Using the loop tool on my 3D object in the front view and the side view allowed me to create more points, edges and faces so I had more to work with and edit with more detail.

The next step after having a accurate shaped object to my reference was to create arms for the character. In the area of where the arm is going to be in the side view I used the inner extrude tool which duplicates the points around a face of an object and moves them to the middle of that face. With these extra points I attached them to the points of a spine of a hexagon so then the extra points are positioned in the shape of a hexagon. Next I extruded the face of the newly formed hexagon which allowed a long 3D shape to grow out of my characters shoulder. Now the 3D model has one arm on the right side of his body so I used the loop tool to cut the body down the middle and then used the mirror tool to copy the arm to the other side of the body. Finally I added the sub division feature to my shirt model to smooth it out.

Modelling The Trousers

I moved on to modelling the trousers of the character which basically uses the same technique as modelling the shirt and this was a good opportunity to practice the modelling technique I have just learnt with modelling the shirt.

What Did I learn and Summary

Doing this task again under guidance was a big help because I already had a a go at the task on my own which meant that I had some understanding of what I was doing and then with the detailed explanation of the different steps filled the gaps for me. I was really happy to do the task again because it gave me the chance to improve and have a go at something other than a shirt to model.

Applying it to Studio

During the live brief project I modelled a mine cart for use in my animation. I used what I learnt from this process and production session to create my model in Cinema 4D. I sketched a side and front view of a mine cart I created and then used the drawing as reference within in Cinema 4D.

My Chosen Brief (Live Brief Project)

This studio project sees us choosing a brief to develop ideas for from the list of briefs on the YCN's student awards website and another list on the royal college of art (RCA) website.

After looking through both websites of briefs I have decided to go with the brief called 'Motion Picture' on the RCA website. The brief wants me to choose one speech between two and then make a animation to create a visualisation that goes with it. I have chosen the speech made for the NHS that is designed to make people think about the definition of 'health'. 


NHS's Speech

My first impression and initial ideas after reading the speech for the first time was I wanted to include a scene where people are gathering more people to create a community and show them helping each other, mainly because the points Nathalie make resolve heavily around people coming together to support each other.

Wales between 1920 - 1944

In the 1920s depression hit Wales resulting in wages being cut and mines closing. Before the NHS, health care was aimed at families who were wealthy and were living in the upper class of society and because of the wage cuts people in the lower class couldn't afford any health care. The majority of people in the lower class society worked in the mines a huge cause for illness and sickness for workers but now because of wage cuts they couldn't afford the medical attention they needed. In 1944 the minister of health Aneurin Bevan saw that something must be done as he also worked in the mines before being elected into parliament so he forced through legalisation to provide health care for people in citizenship instead of their class and wealth.  

This was one of the first signs of what the NHS stands for today and I would like to represent this as a mine cart in my final animation.

Character Modelling (Personal Attempt)

In this process and production I attempted the tutorial that can be found in the help section in Cinema 4D that explains how to model a 3D character. This session was especially helpful for me because 3D animation is what I am interested in and would like to specialise with.

Preparation

The first thing the tutorial teaches a user is how to import a drawing into Cinema 4D to use as a reference so I can have my idea in front of me to shape the 3D model accurately.

  
This is how it looks in a 3D plain after the 2D flat image has been positioned properly in Cinema 4D. This step for me in the tutorial I struggled with, I felt the tutorial doesn't go into much detail with specifics so I had to skip this step and model without a reference on screen. 

Instead I used my physical drawing next to me to reference from.


Modelling The Shirt

The next step was to start modelling the shirt the character wears. I started with a normal cube and concentrated on the cube in the side and front view. I then made my cube editable so I could select the edges, points and faces of the cube to transform the object. First I edited my cube from the front view, using my drawing as a reference I pulled and stretched my object to get a similar shape to my characters jacket. I applied the same technique to the side view of my cube focusing on the side view of my drawn character. After that step I had a 3D object that was the rough shape of my characters body and then I had to clean up the shape and make it more accurate. Using the loop tool on my 3D object in the front view and the side view allowed me to create more points, edges and faces so I had more to work with and edit with more detail.

The next step after having a accurate shaped object to my reference was to create arms for my character. In the area of where the arm is going to be in the side view I used the inner extrude tool which duplicates the points around a face of an object and moves them to the middle of that face. With these extra points I attached them to the points of a spine of a hexagon so then the extra points are positioned in the shape of a hexagon. Next I extruded the face of the newly formed hexagon which allowed a long 3D shape to grow out of my characters shoulder. I then used the mirror tool copy the arm to the other side of my character.

Modelling the Jacket

I finished modelling the shirt but knew that my character was wearing a jacket so I started to experiment with transforming the shirt I had made to make it form a jacket. From what I have already done I learnt that if I want to edit more in a object I need to use the loop tool to create more points and edges to edit so that is what I did. I created two edges going down the front of the shirt at either side and then deleted the new formed faces towards the middle which formed the separation where the jacket would zip up. The points after doing this were dotted all over the front so the line going down where the zip would go were all jagged. I solved this by moving the points so they lined up going vertically down so now the lines on either side were straight vertically. Next I edited the collar of the shirt again by moving the points, I wanted to disconnect the round collar of the shirt and instead make the front of the collar on both sides connect to the separations going down on the front of the jacket. Finally I moved on to the back of the shirt where I wanted to have a go at forming a hood that is found on the back of my characters jacket. I did this by using the inner extrude tool again which duplicates the points around a face and moves them towards the middle but this time I made those extra points sink in to the object which creates a similar shape to a bowl, this created the basics of the hood. The remainder of my goal was just to move the points into the right place to correctly position the hood.


What Did I Learn And Summary

I learnt a lot during this time modelling because this was my first attempt to model a character. I learnt the whole basics of modelling and the vital tools and techniques required to accurately model from a reference. Taking matters into my own hands and experimenting with modelling my shirt into a jacket enhanced my knowledge and confidence of the tools and techniques I just learnt, which overall allowed me to think of multiple ways to approach modelling other objects.

This process and production session I am incredibly happy with. I amazed myself with how far I got and the result I got by working independently. My creative process after this session has completely changed because I now know what I need to do with the ideas I come up with and I am more confident with my skill in 3D. 

     

Entrepreneurship

What is Entrepreneurship?

Entrepreneurship is the art of being in business which looks at the person's ability that makes them fit the gap with in a industry and valuable to companies. To fit the gap and be effective in a company people have to enjoy what they do for a living so they can engage with the subject effectively. There will always be competition, other people wanting the job but if they do take the job there will always be other opportunities if that person has a skill to offer that is invaluable.

What is the Aim?

Why are you working?

• Is it for money?
• Is it for praise and fulfilment? 
• Aiding Society and People?

How do you succeed?

• ‘Strike while the iron is hot’ meaning go for it, you know what you want just do it. Don’t sit back. You need a desire to make what you want happen.

• ‘Tenacity’ meaning there will be problems don’t give up.

• ‘Don’t be precious’ meaning have the courage to accept people’s feedback and change to your idea they think is for the best.

• ‘Ability to do’ meaning be practical and get something done. If something needs doing chase it up and get it done.

•  ‘What is the cost/return’ meaning if someone is going to help you, there will be a cost. Know what this is! Make sure the cost is reasonable.

• ‘It’s not what you know it’s who you know’ meaning getting to know someone who is involved with a company means they can put a good word in for you leading to a job. Knowing the knowledge is very good but may not be the final push for a company to see your capability.

People to get in contact with for connections to businesses

• Linkedin

• Trade Associations

• Business Leaders

• Key Supporters (to business) 

What Did I Learn And Summary

This lecture was about the nature of working in industry in the sense of what you need to be and what you need to do to succeed in the work place. During the lecture I learnt that as a person working in the industry you need a clear understanding of what you want and where you want to go so you have something to reach which enables you to progress further in your chosen subject. 

Firms

What is a firm?

A small company that someone starts and owns to be self employed. The individual will then be ready to trade goods or a skill if they have one to offer. The goods that the individual will trade will either be a physical product or a trained skill he will use for people in need of work.

Owning and managing one of these independent businesses means that there will need to be a very clear up to date record of trading the business does because this will be used by the government to sort out tax that is owed.

In the 1750s individuals who had their own small company needed more money to continue trading when the trading business grew, so trade companies came together to form a partnership.

Partnerships Between Firms

Forming a partnership with another firm was very easy to start just agree and go. The wealth that is made together splits between the partners equally (e.g. 2 people 50/50). This means trust is required because each person involved with the partnership is reliable for any problems the other person does or commits.

Partnership would use a thing called a sleeping partner where one person would hold all the money and did the trading while the other person just came often to take his share of the money.

In victorian times the government came up with ‘Limited Liability Firm’ (Ltd) because companies needed even more money to trade. which means people could invest in a company to receive a profit and share of the companies wealth while the company used the money they invest to keep the trade going. To avoid letting criminals and con artists make a fraud firm to trick people into investing there was a list of things people needed to do like the company had to publish what their firm was about, they had to publish how well the company was doing annually, they had to publish their profits and losses and they had to publish the names of the companies directors and where they lived.

Starting a Ltd firm

To own the rights for a Ltd firm and getting started is simple, people can go to their solicitors and buy one right off the bat. In the next 2 weeks the Ltd firm would be up and running and ready to trade, after completing a lot of paper work before. 

It is very difficult to stop a Ltd firm after it is started because in the law a Ltd firm is treated like a person it has rights like any other person and this is because the company owns assets that are needed to run the firm and are not owned by a person’s personal belongings, e.g. a restaurant will have tables and chairs. These tables and chairs don’t belong to anyone they belong to the firm. 

Eventually a Ltd became too small because of the rise of big scale investments so the government came up with Public Limited Company (Plc) Which means that shares are freely shared on the market so anyone can join in with the investments.

The issues with Debts in Firms

To understand the debt the owner really needs to understand the costs of the company and keep a very organised tight record of everything coming in and out of the company.

• Profits/loss - where is the company making a profit or a loss.

• Cash Flow - The overall knowing of what money is coming in and money going out.

• Balance Sheets - The list of people and companies money is owed to.

In a firm Cash Flow is what sends businesses out of business because they spend too much money and then all of a sudden a ton of bills come in that need paying for the work done that they just spent money on.

What Did I learn and Summary

This lecture was aimed at people who might like the idea of starting their own independent company or joining other students in a partnership. The lecture focused on the basics of starting a firm and explained the different types of firms that can be created. During the lecture I learnt that it is really easy to start a Ltd firm and it can be started by anyone, I also learnt that when a firm is started it develops its own personal rights through the assets it owns like a person who has rights to their personal belongings at home. Because of this I realised that if the company gets into any debts the name that is on the papers for people who come to take assets away is the company name not the people working there.    

What Style? (Live Brief Project)

Feedback: You need to start looking into different styles of animation you are interested in and decide on one you want to approach. During your projects you can tweak the details in the style to suit it to the brief. You can also use the research and chosen style to put into the development of the project. 

I am interested in a particular 3D style and I want to experiment with it in my projects to develop my own style similar to this one. 

The 3D style I am interested in is a part of the toon and sketches styles, A realistic style to some extent but can over exaggerate using bright colours. My chosen style falls in-between the line of realistic photograph animations and cartoony animations this is the style video games tend to use.

How Effective Are Animations Based On Real Life Events

Animated Documentary - Barefoot Gen

Barefoot Gen is a Japanese animated movie (anime) that aired in 1983 and was created by Keiji Nakazawa. The movie follows the struggle of a family during the near end of the 2nd world war when the Americans dropped the atom bomb on Hiroshima.

The animation touches on a very sensitive moment of Japanese history and it does a very good job of using different animation techniques to emotionally touch the audience by meeting the atmosphere that describes the total devastation of this disaster.

The beginning of the scene shows American pilots giving each other orders to accurately drop the bomb over the city from their plane and when they do the camera watches the bomb fall from a birds eye view all the way down until it hits the floor. The suspense and build up makes viewers feel uneasy because they know what is going to happen but that feeling is there for a long time however long the bomb falls. The next scene is also a very slow paced build up which Im guessing signifies the bombs energy moving out until the explosion happens to suck everything back in and it does this by slowly fading out the sound until silence and during that the colour fades out so it is black and white. All of a sudden without a beat its all fast paced the colour comes back but with warm colours, pink, orange, yellow and it shows people, citizens burn and decinerate with massive detail and close ups which is the climax to impact the audience especially because it equally shows the same thing happen to children and babies. From there it shows the other civilians who aren't close enough to the blast to be incinerated being crushed by falling buildings and hit by flying debris. 

This scene as an animation is enough to emotionally touch any person who watches it and it is because of the techniques used which are designed to exaggerate real life so I think this is just as effective than the disaster in real life. 

Recap On Cinema 4D

In this process and production session we looked at a basic overview of the software Cinema 4D to recap on its functions and features. We looked at the basic tools used to create and edit models and tools to animate those models.

The X, Z and Y Axis in a 3D Interface

Because Cinema 4D uses 3D and it is viewed on a 2D computer screen the software uses an axis so the camera can rotate around a 3D plain and the user can accurately place the object within the world. The green arrow represents the Y axis which allows the object to move up and down, the red arrow represents the X axis which moves the object left and right and finally the blue arrow represents the Z axis which moves the object back and forth.


Move Tool

After clicking on this symbol the user can drag and move the object/model on screen along the X, Z or Y axis.


Scale Tool

The scale tool allows the user to extrude the shape or object on either of the 3 axises. Clicking on the green arrow and dragging up will make the object longer going up and dragging down on the green arrow will make the object shorter.


Rotation Tool

The rotation tool allows the user to rotate the object around any of the 3 axises. The object will stay in the position it is at and depending on which axis is chosen the object can rotate in different directions.


Adding a Object

This tool simply adds objects to the scene, at the moment the cube object is selected but if the tool is clicked and held it will display other objects that can be added to the scene.


The Pen Tool

The pen tool draws 2D lines and allows the drawing of 2D objects which then can be converted into a 3D object. If the tool is clicked and held it will display some 2D shapes that can be chosen as a preset.


The Floor Tool

The floor tool adds useful objects to the scene, at the moment the tool is set to floor but if it is clicked and held it brings up other useful objects. The floor tool is used for putting a surface underneath an object which will either be used to set a scene or/and be used to interact with the object as a collision effect. The other tools include backgrounds and foregrounds which allow to put in walls or simply have a coloured background behind the object and sky and environmental skies which allow to put in a coloured ceiling or even a realistic sky effect.


The Camera Tool

The camera tool inserts cameras within the scene which is what the final video will see after the render. There are different cameras with different jobs, the ordinary camera will show the scene wherever it is a put, the target camera will follow a object it is assigned to and the motion capture which will move on a created path.


The Light Tool

The light tool simply adds light to a scene. If the scene is rendered without any light source the video will be completely black and nothing will be seen. There is a basic light which will project a light as bright as a light bulb, there is a target light which is a light source that will follow an object, there is a sun light which is a light source that is much brighter than any of the other lights and there is is a spot light which projects a circle of light.


Animating Using the Timeline

The numbers on the timeline are the number of frames during the time of the video. The green square shows which frame is displayed on the window above the timeline. To animate an object it first needs to be selected and then the attributes that are going to be changed need to be locked in by clicking the button next to each attribute. For example if the size of the object is changed a place on the timeline will be selected and then the attribute for the size of the object will clicked to be locked which will create a little blue box on the timeline to show this. Then another point on the timeline preferably a frame higher than the previous frame will be selected where the change in size will happen, the attribute that was locked in the other frame will now have to be changed either a higher number to increase the size or a lower number to decrease the size, then the button next to the attribute number will need to be clicked again to lock the attribute number in the frame. Now when the timeline is played, when the little green box hits the first frame where the attribute was locked in, the object will begin to change size until it reaches the second frame where the attribute number was changed there the object will reach the final size. 

What Did I Learn?

I already knew each tool and had a basic understanding of Cinema 4D but it was a helpful and refreshing reminder of the software. The session is was really useful to me because I want to start using Cinema 4D more. 

Presentation Assessment Feedback

In this seminar session I received feedback on my presentation about my chosen subject (motion capture in the video game industry) that I am interested in and would like to research.

My presentation itself went very well I had a lot to talk about because I understand the subject I am looking into and I am very interested in the content. I also think I did a good job with picking out the best key points to talk about that summarise my background research so far which lead to my presentation being presented in good time.

Feedback: 'Your presentation was presented very well, you went into a lot of detail with each point you made which tells me you understand the subject you are looking into. The approach you have taken so far is a very good start because you have given a basic overview of the history of motion capture and the video games that used motion capture and what changed throughout this history. Now you need to look into what made these changes? And why these changes happened?'

Feedback: 'Your images are too close to the edge, if your presentation is presented on a projector the projection could cut off the edges which include your images'

Feedback: 'Make your presentation more visually engaging instead of a standard black on white basic presentation design.'

Feedback: 'Referencing is important. A reference list is when you directly use information from a source and that source is displayed at the end of your presentation. A bibliography list is a list of sources that you looked into but didn't use any information. So you can't have a bibliography without a reference list.'

From the feedback given I will go back and change my presentation and apply this feedback to my essays and presentations I do in the future.

The Economy in Business

Lower the price for a product higher the demand from the public.

Higher the price for a product means higher demand for stores to supply it.

Government try to make the public happy by managing the economy all the time. The government use taxes to raise money to spend it on the benefit of the country.

The taxes pay for police, NHS, Armed forces, Education etc. Tax is also used to affect the public in the way they spend money.

Tax increase leads to people having less income in their job. This starts a chain reaction of the persons purchasing habit and changes their demands for specific products. E.g. expensive products get forgot about and cheaper brands become more popular.

People will demand a pay increase from their firm and if the company accept it means they may have to get rid of other people because they can’t afford all the people they have employed. This then increases the cost for benefits because more people become unemployed.

Interest rate are also important to the management of an economy. Interest rates is the cost of borrowing money e.g. students loan. In a company the idea is they borrow money from another company to then make the money back and then make a profit because of this basically every company is in debt somewhere.

Finances 

About the control of money and flows of money. Definitions companies need to know.

• Money means the cash you own. (Short term)

• Money means the cash you have plus the cash you can get. (Long term)

• Money means the cash you have plus the cash you can get and the loan credit you can get. (Long term)

• A cost is something you have to give to get something you want.

• A price is what an item is actually sold for.

• A profit is when there is a positive difference between cost and price (price is greater than cost)

• Income is money coming in if its cash or credit.

• Expenditure is the amount of money going out (spending)

• Debt is how much money is owed to you or how much money you owe to someone else. (often seen as the negative)

• Credit is how much is available to you beyond what you have. (Often seen as a positive element)

Two types of costs for a company: 

a direct cost meaning costs that are directly attributable to its use.

A indirect cost is a cost towards a attribute that is harder to justify because of the way it is used e.g. heating a workplace because it applies to everyone that works there.  

Personal costs

Cost of running the business, costs that can’t be directed to a client like the heating, lighting, building repairs, management costs etc.

Costs of undertaking projects, costs that can be directed to clients like the production costs and the design costs. So companies have to charge a little more than what the project costs which is payment for the time the job takes so the bills back at the company can be paid and then a profit can be made.

Summary and What Did I Learn?

This lecture was about how a company can fit in with the UK's economy and how finance works within the country. This information prepares me to understand how a company works financially and how I get paid by the company is affected by taxes etc. Overall I learnt that what ever the government do to the economy if it is increasing the taxes or reducing how much money people and companies can borrow affects everything and everyone financially over a matter of time, and it happens as a chain reaction. E.g. taxes increase, people get paid less, People ask for a raise, the company have to let people go because they have increased other people's wages, more people become jobless, thus the benefits cost increases.  

Buyer Behaviour

Buyer Behaviour Process

Businesses have a structure that encourage people to have an interest in their products using the way people think when they are looking to buy.

1. Need Recognition - A commercial or something to grab the buyers attention.
2. Search - The buyer will now search websites and stores for the product 
3. Pre-Purchase Evaluation - They also look up reviews for the product.
4. Purchase - If the buyer likes what they see they will buy the product.
5. Consumption - This is the time when the buyer will use the item.
6. Post-Purchase Evaluation - The buyer will decide what they think of the item (good, ok, buy again, bad, vile).

The market make commercials to interest people and if that person is interested they will remember the product which affects their buyer behaviour process.

80:20 Rule or Pareto

20% of people want to make the choices and be in charge.

80% of people are happy with a steady income and living life at home.

How Do People Decide Which Product They Want?

• Memory - People go to their memories to remember previous commercials that stand out to them and then they review the good and the bad with the product.

• Aesthetics - People like to find a product that matches their personalities and says something about who they are.

• Emotion - People buy a product because it makes them happy and excited.

• Genetics - The gender of the person can decide which product they get, depending on what it is used for and what it looks like. 

• Logic - The intelligence of a person can determine which product they buy because of how technical it could be to use or it could be a product that is used in a specific profession.

• Range of Choice - Having a lot of choice in design and style of a product improves the range of people who will buy.

• Attitude to risk - Some people will get a product or not get a product depending on what other people will think of them.

• Nature of problem - If a product is really technical or is hard to use it will put the buyer off the purchase.

• Religion/Belief -People might not buy a product because it could against their beliefs depending on their religion.

• Legal Issues - Products can be available in some countries but illegal in others depending on the laws within a country.

• Views of loved ones - The views of friends and family can encourage a buyer to purchase a product or put them off.

• Financial  Issues - Some people can't buy a product because they simply don't have the money.

Business 

There has to be a 2 way flow between business and design within a company to effectively deliver the work. Design need to consider that the business side have market issues like who the product should be targeted at and will the product offend anyone. Research then goes underway looking to solve the market issues, macro environment issues and ethical/social issues. Designers can use the research to use targeted marketing to create a product that makes everyone happy.

Summary and What Did I learn?

This lecture was about understanding how people as consumers think when they want to buy a product and how a company can use this knowledge to make advertisements swing their way. I have learnt that companies actually have a lot more to think about than the standard I have a idea that needs to be on the shelves statement. When a company is coming up with a idea for a product the people working on it really think about every aspect on what could be when the product is released, they ask themselves a million questions: Who is it targeted at? Would it offend anyone? How would it stack up against this companies product? If I was a buyer for this product what would I think? All these questions are researched to find a answer to make the launch of the product do the best it can.