The target audience of my phone is teenagers and young adults who use social networking applications and websites regularly. They need phones which are easy to type on and fast. Young people like touchscreen phones with QWERTY keyboard layouts which allows them to easily contact people and have the ability to watch and listen to video and music or view other content.
The first logo design was a round logo consisting of a round emblem containing the letters L and S captioned by the company name LIFESYNC. This was typeset in Georgia a Serif Font (The ones with the flicks on the end of the letters) which looked a bit old and boring. The capitals also reduced the impact of the logo as capital letters take longer to be recognised by the human brain than the more humanist fonts and lowercase letters most commonly employed by modern logos and branding. The logo would not have attracted the attention of the intended target audience as well as it would look out of date and would be more attractable to the elderly and frail. The back of the emblem would have been red (#ff3333) with the text over the top in white and in Georgia. The red emblem would slightly overlap the text (as shown on the design). Overall the look was too dated for the target audience.
The second logo design was much more closely linked to the target audience as it is much simpler in style as it moved to a Sans Serif humanist font called Myriad Pro (Sans Serif fonts have no serifs on the end of the letters) The new logo consists of a red square (#ff3333) with arrows directing into the centre of the logo which signifies the social aspect of the brand and links much better with the target audience than the previous logo which included two initials of the brand. The new emblem is captioned by the brand name in Myriad Pro reading LifeSync. This removes many of the visual outdating of the previous font and by reducing the number of characters in capitals, make the brand much more recognisable much more quickly. The text has been changed to the same red as the Logo. The logo could be rendered in other colours depending on the background in use.
Thee first phone design was based loosely around the Apple iPhone 5 which is a very popular and easy to use phone. The phone has a touchscreen and can display a full QWERTY keyboard at a size usable by all thumbs. The 4” display is in an aspect ratio of 16:9 which allows the users to watch videos from sources without getting black bands around the picture which are sometimes necessary. The phone uses a large display which is popular with young people as they want to see as much of their content as they possibly can fit in their pocket the front featured three buttons – One for the home screen and two customisable ones for whatever function the user wanted. The phone then had volume buttons and a Silent Switch on the side with a lock button on the top. The back was designed as a flat back; a camera and LED flash with a microphone were the only working features. The back then had the LifeSync logo and legal print at the centre and bottom respectively. The back was of a matt black colour but with no constant shade throughout. On the front of the device, the two buttons either side of the home button were both a back button and an options button. These were of similar design to those found on the front of an Android device. These would only have allowed two functions and their designs I thought, were quite uninspiring – hence their replacement on the redesign.
A paper net of the LifeSync phone
The second phone design was more simplified than the original. Feedback of the speaker placement was made by people. Placing it in the bottom centre of the rear of the phone was said by those who provided feedback to look more aesthetically pleasing. They said the target audience would find it better for what matters to them. Combined with the speakers on the bottom of the device, the target audience would ‘be able to enjoy their music more’. The feedback also suggested that the buttons either side of the home screen were made to be user customisable. These aren’t visible on this printed version of the phone net (Due to the size) but those who provided feedback said that adding this feature would allow the target audience to make it more of their own phone which means they can make it more suitable to themselves. Teenagers and young adults want to be able to things quickly so will find this a very useful feature. The front of the device is entirely made of Gorilla Glass as it is extremely strong something which the target audience will find important as in daily use, mobile phones can often be dropped or scratched. They often don’t have the financial ability to get it repaired so will find a strong phone necessary. This strength allows the glass on the display to be edge-to-edge on the front of the phone. The side buttons have been refined and are now simpler and all on one side along the GSM SIM Card tray. This keeps as much of the right hand side as possible clear of visual objects. Less buttons in places means that the phone design is much more simple for the end user.
The poster was designed in Adobe Photoshop and consists of Vector and Bitmap graphics. The initial design for a poster included an image of the front of the phone, a ‘New’ strapline in the top right corner and a bar along the bottom which is part of a standard design on all LifeSync posters. Standardising promotional designs, makes brands much more recognisable as people see the same style building brand awareness. If this was a real company, this bar would feature prominently on advertising. The bar contains the LifeSync Logo and the lifesync.com web address. The Posters display of the phone shows its revolutionary social capabilities with widgets showing the latest and popular from both Facebook® and Twitter®. This is one of the major features of the phone and will attract buyers of the target audience’s age as Teenagers and Young adults are very social people and always want to be up to date. They never want to buy a phone which does not connect to the internet or run applications such as Facebook or Twitter. The image of the phone also displays some of the other applications from the phone – Google Chrome and Spotify. Both are very popular products with young people and will encourage them to purchase the phone. To the side of the phone, there is text to provide some explanation of the phone. This is required as unlike a device like the iPhone, a new phone called the LifeSync 720, would be rather unknown by the market so this helps to attract the correct target audience to purchase the phone. If I had more time, I would try and find much better colours for the posters background and the bar at the bottom – I think this would help further to attract buyers from the target audience.
The original LifeSync poster
Initial feedback was that the original poster was a bit boring so for the final version, I have revised the colours and added a picture background. The picture shows everything in the earth being on one single island. This ties in with the phones new slogan which has been created as there was feedback that the slogan was not as good as it could have been so the new one is ‘The phone that brings the world to you!’. The island also shows the entire world together in one place, a similar idea of what the phone does with its social features and internet connectivity. One person who provided feedback also suggested that adding mobile network operators logo along with ‘Exclusive to’ would make the potential audience aware of somewhere they could get the phone either on a contract or a pay as you go basis. This sort of feature would be essential in the real world to get people to the right place to buy the product.
The final LifeSync poster, with a picture background