Pin up that kleenex appeal

The initial idea of producing a pin up woman on the side of the machine was to cater to the fact the machine's soul purpose is to be advertised to men. Using super-realism I produced a starting point for a pin up woman which would later on develop to one out come that could be displayed onto the kleenex machines graphics section.


To begin with I drew out a simple linear format which then could later be developed with more detail if need be. I thought that this was an interesting concept as I would in all have about 5 different stages of development on my pin up woman, which would then give me a few examples to choose from.

After I had drew out the model I figured that I needed to increase the detail, but I wanted to build up to colour so it was then time to use a fine liner.

I carefully mapped around the image, alering certain sections to make the peice flow better.

After a good half hour of being worried sick about making a little mistake the boy was complete but the face wasn't which was were the major detail had to go, One mistake on the face and you have an ugly pin up woman.

I then started adding tone to body to give it some depth and a figure, which was an interesting proess as again I was crapping myself about making a little mistake.

Then I had finished the body and oversized packaging.

There were just a few areas in which I had to take photographs of in deeper development and areas I forgot to shade in, i.e. fingers, toes, shaded areas.

Then that was stage 3 complete, to recap stage one was the pencil stage two was the pen stage 3 is the tone, I had to then deicde wether to apply paint or pen to the piece for colour, not trusting myself or how the fine liners ink would react I chose pen.

The tone was interesing but I was not fully impressed with the outcome.

Ot at least I didn't think it was worthy of going on the product alone, perhaps a more detailed and tonned product?

Did I also mention I messed her nose up something rotten, which is one thing that put me of about it. But no worries as now I can take it on to illustrator and trace around the image to see how a CAD version of the pin up looks and to see how much detail and colour I can include to really make the image POP!

Overall I am pleased with the outcome in development so far.

Illustration template

As I don't want my tissue dispencer to be to plain I decided that the strip on the right would be perfect for some form of illustration, the silver pannel is going to be where the goin slot is going to be and everything behind that is free. I have just collected a few images from a book for diffrent approach ideas. I think I will be screen printing this on as well which I am very excited about even though I havent even designed it yet.


I did experiment with a few bold colours just to see how it looks, but I'm not the biggest fan of one bold pantone when I could do so much more with it.

Realistic

After the crit I had a full understanding of what I needed to do, which is persuade young men to buy tissues via giving Kleenex a male sense of humor by making a kleenex machine with a sharp quote.

In order for this to work I need to be realistic and work out how many tissues is going to be held in the machine, which would then give a firm understanding of the size the machine has to be, also I need to work out what componants are needed.

As I am going to be makng the machine and photographing it in context I don't actualy need the machine to function or even store tissues so the inside of it will be hollow. The layout is vital in order to get a machine that makes sence.

So size wise, I measured up the size of kleenex tissues and then worked out how big the machine would have to be to store the packets lay on top of each other on their fronts which soon would build a tower.

The fist meaurements were estimates as I didn't actualy have a packet of tissues but I got one after so I could calculate how tall the machine had to be if it was to hold an estimate of 50 tissues in three chambers.

The main areas of the machine would be the buttons, the coin slot, the display photos and the area you would collect the tissues. from the MDF -medium density fibre-board I would have to cut a hole through the center bottom to make the actual slot as well as the coin slot for that matter.

I had thought about technical ways of doing things such as making a curved like draw that slotted in to the bottom, but then I thought against it, and thought about the fact that I didn't need to over complicate the design as it was just going to be a mock up.

I worked out that there were going to be around 50 packets in the machine, which then calculated to seventeen per three shelves which made a round number of 51 which therefore menat that my machine had to be at least a certain height.


These little squares are the tissues stacked up to scale which infact made easy maths as 3x17 high is? again 51. winner. Of course you will not be able to see the tissues so it isn't relevant, but basically that is what the layout of the inside should be like.

Of course the machine needed more than just tissues for it to work. it needed room for features such as the collection slot, coin slot, advertising, quotes and buttons. Which soon makes the piece a lot bigger when taking all these elements into consideration.

I then drew a neater mock up of the box which helped me navigate the size and layout of were componants should go and their size.

As design goes I then realised that the machine was bigger than it needed to be, so I then took the white space areas and erased the length by 12cm. that then made the measurements 65x41cm

This then allowed everything to look a lot more presentable and not lost.

So as I then drew the machine out again to half scale, and stated each cm square is worth 2cm to save the trees...of course I was an idiot and messed up the location of the coin slot so I had to colour that out

I also found out the location of the Kleene logo was a bit low down so I raised it up around 3cm to centralise the machine so it looked lovely.

As I have not done any type investigation as of yet I simply worked out that I need to fit he type into a 14x21cm box with 10 characters on top and and 14 on the bottom. Knowing the scale available is vital information for choosing the correct type face which best compliments the machine.

There is a stip down the right of the machine which I want to play with, as of yet I am not sure what I can do to it but I have contemplated bold colours, patterns and things along those lines. I am yet to work out how deep the machine needs to be, but I will be looking at that very soon and calculating everything. I hope to have that done by the end of today and I hope for the production to be taking place and finished for next Thursday allowing a few gitches in production to happen of course.

crit 2

During the crit it was brought to my attention that I needed to determen wether or not I am:
- Marketing to men or
- Encouraging men to buy them

One of the problems is that I had more than one brief on the go which all came underthe heading of this brief, I was after making the product, packaging and how the product was delivered which in the amount of time given was not realistic, so I decided to focus on one design which was the delverable side of the design.

I have decided to go forward with making the Kleenex machine but my new investigation is going to be in the context the machine is placed. where is it going to be popular for a young man on a night out, where do they go, what do they do wha time do they do it?
-clubs
-banks
-toilets
etc

Packaging

Taking the packaging of the tissue into consideration I believe that I need to make something that is both apealing to men and works. I am toying with the idea of producing a pocket pouch that can hang off a belt loop or/and belt. This would stop the worry of embarassent from carrying the pocket sized tissues around, instead tissues could then be put in the pouch and carried around freely.

As regards design, I made a quick mock up of what a pouch would look like so I had some visuals to work with. I thought about having a two sided peice so it had a diffrent design on each side, one just jetted out and another with some kind of vector aniation to disguise that the pouch is for tissues. As a mock up I used a cold grey in the darker pantone section so that the pouch does not attract direct attention. I then made a quick design of wha an interesting layout concept could be for a young man. I drew out a skull and thunder bolts instead of cross bone, just to keep it masculine.

I think that this is a great starting approach to where I want the products packaging to be going, I have yet to carry out a number of different designs in order for one to be selected. There is a possability I may produce three diffrent types to go in with the machine. similar to the durex how you can get 3 diffrent types of condoms, you can get 3 diffrent types of tissue holders.

Digital distribution

As I think back on a lot of my design I haven't produced a lot of digital design which doesn't make a lot of sence seeing as it is one of the best ways of communictiong with an audince and best of all, one of the cheapest. I thought a bout it and one of the main domains that young men do spend a lot of time on is the one and only social network: facebook, which has lots of lovely afvertisments wether it's for 'graphic designers?' or people who want to get a 'hot free date in Leeds tonight?' haha but any how everyone reads them for the humor side, which is why I think that my product would fit in the sites specification very well, here is a mock up:

I zoomed in and well, hello pixelation but it gets the idea across of the advertisment for the kleenex project, overall I think it is a successful area of design and communication and does tie in with my t.a. very well.

Digital concept

To get a better feel for my idea I made a digital mock up to see how it would look and experiment with layout of the machine, This is my first layout idea, but I do not necesserly have to use the standard shape. Thinking along the lines of budgetand the fact that machines fit nicely into toilets like this is a key element in it's success.

The machine will be displayed in a toilet where there are condom machines in order for the quotes punn to work. I think that it is vital in its relience to work, also it is relevant as when you buy condoms, it is a private matter in the safety of the toilets, so should be the same for this.


Hopefully it doesn't inspire the young men to crack a soldier boy out in the toilets cubicals as that would be a mixed message I would not like to promote.

Rationale

RATIONALE – The underlying principles or beliefs that shape and defines an individuals creative practice and how it relates to the world.

My intentions are to promote kleenex tissues to a younger audience of men by using humor as a primary factor to indulge them.

I want to promote it to a younger male audience because:

1. The packaging is to female related
2. Men tend to use their sleeve and that is a gross habbit
3. Kleenex don't have a direct promotion that is for a target audience age of 18 - 24
4. The context of the advertisments are in the wrong locatons
5. Men don't want to buy tissues

I intend to persuade and promote a group of young men (18-24) to buy tissues to avoid making a child like mess. I plan to use these advertisments in male located areas such as student pubs in built up city centre areas in Leeds and ad shells on public transport stops within the city centre. My current idea is to promote kleenex along side with durex with the quote 'going home alone tonight?' which will be displayed in the male toilets as a machine dispencer. I am considering de-facing existing durex machines with corporate sticket over the top to tell a jacose lie which will then stick in the back of the mans mind so when he next sees the product he has a bit of respect for it. In order to achieve this I will produce a successful mock up of the dispencer in context. This will be produced using sticker paper digitaly printed in the digital dungeon. As regards online delivery I was thinking about usin an ad campaign seen on facebook in the ads section on the far right.

Getting lucky or home alone

The concept of this proposal is based around the sex appeal section of man hood, my audience for this will be young men going out to the pub trying to pull young women between the ages of 18 and 30. Every man is aware of the classic condom box in which durex sells a lot of their merchandise. My idea was to use this and also incorporate a humorous production method.

It would have to work along with durex to be successful, perhaps as one machine rather than two? In my opinion this is good for both companies, it shows a new side to Kleenex which gives them a good reputation towards the young men. The Durex campaign title is Getting lucky tonight? which means rubber up with our product and have safe consented sex.

Were as the Kleenex title is simply 'Going home alone tonight?' Which implies that the young man will be going home alone or Pink once put it in a song, 'it's just you and your hand tonight' which is kind of self explanatory.

I think this is an interesting approach to the brief and would work in a only male context which attacks one of the problems of the brief. lets face it what man does not go to the toilet at least once on a night out?

I think that this is a good idea and all men I have asked like it... the women are not as big a fan.

Role model - grow up

Super-heros run an important part in a lot of boys/ adults life, if it wasn't for them then they wouldn't nessecerely be who they are today which therefore gives them a lot of respect. Childhood heroes always remain in the hearts of everyone, wether it be spider-man, the 'nerd' that couldn't attract half the girls he does alone. Or Iron man, writting wrongs he caused and saving the world as best he can with his intelligence.

At the end of the day everyone wishes they were a super-hero and that is what this ad campagn is about, but with some humor attached, you may say 'What has a superhero got to do with kleenex?' and my reply to this is quite visually simple when related with what men use to whipe their nose with, admitedly I only realised that both are quite dirty if seen in the wrong light for example:



Both campains are about men using their hand to wipe their nose instead of a tissue and the idea of this is to proote a sense of reality that as an adult you realise you are not a super hero that was in some chemical explosion giving you the power to be invisible but you are a normal man and you should grow up and come to realise that with growing up you let a few things go i.e. santa, toys, eating grass. and you move onto other things such as using tissues, smoking alcohol, women... not the best way to promote being a young male adult, but in a nutshell


So as I mentioned this is to promote a realisation that you are only human and you should stop using child like habbits. The humor in this is that it's about people flicking snot all about the show.. although as I also mentioned earlier some of these things will already of been related to the male imagination which replaces the waste from the nose and mouth with a reproductive fluid. That was the only snag on the stitching for this, but I feel as though this is not what my audience wants to hear and I would like to take some further investigations into what I can do to be much more apealing to my target adults.

Concept one - Even hard men blow

The idea around this is based on role models and showing well know characters in famous movie poses but replacing objects with tissues.
These particular men are people an everyday man woud respect because of how 'hard' they are which basically means their strength.

I first thought of using Mr.T although I believe that I will have scrap off that idea due to it being far to much like the 'Snickers' campaign, now at this point in the game of design I still have a lot of options, even though these ideas are digitaly drawn does not mean I am married to the idea just yet.

I still think there is a lot more that could be and experimented with with the statistics I gathered and a way I can make it even more acuratley targeted to men without using a celebrity role model.







In essence I do not think I will be taking this project of development any further but I wanted to draw it out on illustrator just to experiment and see how it would look. Unfortunatley I do not think it works and it is a lost cause of design,

don't polish a turd.

traced logo

I traced the logo to better understand the feel for kleenex, it is drawin in a soft gentle way which is what it states the tissues are, not rough and tough as that would not appeal to someone wanting to use something to wipe their nose. I have considered a more manly re-brand but the amount of history the kleenex logo has behind it is not to be messed with in my opinion as they are a successful company with the only flaw which is not their fault nor the genders. It's just blokes are discusting. Now what can be done in my opinion is a switch around of colours to make the product much more manly/ apealing


Perhaps it is the colour that is the problem? maybe a darker black is all it needs or a change of colour to make it more interesting/ masculine!

I have tried a few colour combinations below which are based around black n decker and manly tools, reds, blacks, dark colours! Raw power!




After looking at these colours I decided to narrow them down to more of my favoroite colours which best represented men.


I think it is just a question of reversing the colours and using the bottom left idea for men, high contrast, thick look. the rest seam as though it was a certain context they would be used i.e. purple - living room, green out doors, red - hospital.

I believe that it is between hese colours to change the logo, without changing the identity, the black one on white seems to open and the white on black sees to closed, however I think that the black is more manly and interesting

results #2

The second set of results proved to be a big inspiration for the character of my ideal man:

After asking a group of 30 men 10 simple questions which women had stated were means worst habits these were the results.

28/30 - 96.2% of men leave empty containers around the house
Lazy

17/30 - 60% of men leave shaving hair in the sink
Un-hygienic

16/30 - 56% of men use more cups instead of one
Messy

26/30 - 90.3% of men have selective hearing
Ignorant

20/30 - 69.5% of men never pick up dirty laundry
Smelly

23/30 - 81.3% of men avoid doing housework
Inconsiderate

15/30 - 50% of men are helpless when sick
Moans

28/30 - 96.2% of men admit to burp and farting
Rude

21/30 - 73.5% of men wear the same clothes over and over
Gross

22/30 - 66% of men channel surf
Annoying

Out of all the results not one hit under average, so I believe this builds up quite an accurate character to bass my audience on, and as a woman’s point of view this person will be:

A lazy, ignorant, un-hygienic, annoying, rude, messy, smelly, gross, inconsiderate moaner.

To us this is
Someone who isn't too bothered about hygiene
Is a little sexist and
Isn’t afraid of saying something to someone

i.e. - Danny Dyer = sexist, he treats women like objects which is not what I want to promote... but in a way is exactly what I need to promote without causing to much offence to women

results #2

After asking a group of 30 men 10 simple questions which women had stated were mens worst habbits these were the results.

28/30 - 96.2% of men leave empty containers around the house

Lazy

17/30 - 60% of men leave shaving hair in the sink

Un-hygenic

16/30 - 56% of men use more cups instead of one

Messy

26/30 - 90.3% of men have selective hearng

Ignorant

20/30 - 69.5% of men never pick up dirty laundry

Smelly

23/30 - 81.3% of men avoid doing housework

Inconsiderate

15/30 - 50% of men are helpless when sick

Milking it

28/30 - 96.2% of men admit to burp and farting

Rude

21/30 - 73.5% of men wear the same clothes over and over

Gross

22/30 - 66% of men channel surf

Annoying

Out of all the results not one hit under average, so I believe this builds up quite an accurate character to bass my audience on, and as a womans point of view this person will be:

A lazy, un-hygenic, annoying

The uses

results #1

After I correlated all the results I broke them down into statistical facts based upon my questions and he answers given

2/100 use someone else
3/100 use a scarf
3/100 use a glove
3/100 use their t-shirt
7/100 use a hanky
10/100 use their hand
10/100 use a napkin
12/100 blow it out of their nostril without wiping
15/100 use a tissue
35/100 use their sleeve

• This means that 35/100 males use their sleeves to wipe their nose than anything else
• 15/100 use a tissue already
• 85/100 males think that tissues are un-cool although only 43/100 think that Kleenex tissues are un-cool
• ¼, Males shops alone, ¾ times a woman does the shopping/ is accompanied by a woman.

These statistics prove that:

- The man is not the main shopper
- Tissues are not seen as a priority
- Men would in-fact rather use a sleeve rather than a tissue
- Tissues are un-cool but Kleenex is alright
- The packaging is not masculine enough

This means that the above bullet points point out the problems and create a new brief for me:

The tissues need to now been seen as a priority advertised in an out of super-market context and the packaging needs to be more masculine.

I personally am thinking of context:
Male toilets - tussue dispencer - GETTING LUCKY? GOING HOME ALONE
I am going to draw that up NOW cause I just fell in love with the idea

Results

I had made these questionnaires based on a certain audience. The audience whom were male, between the age of 18 and 24 and were in a relationship/ married as opose to the single men as they would do a lot of the asked questions them selves. To get an accurate responce I made 100 questionnaires and correlated all the answers together to get some hard facts I could later rely on with my design work.


As can be seen the questions were simple:
1 - what do you use to wipe your nose?
This was to find out how many men used tissues and wether or not the brief was relevent
2 - Do you think kleenex tissues are un-cool?
This was to discover wether it was a branding problem/ something kleenex has done which puts men off purchasing it
3 - Do you do the shopping or does your partner?
This was to determen wether a man actualy has a say in the matter/ wether the advertising in the supermarket is enough?
4 - Would you purchase Kleenex tissues if they were more manly?
This is to do with the ackaging and to decifer if I should consider a re-branded packaging for the young adults so it is something for JUST them.


Out of all the questionnairs I had to tally up the results and find out what the statistical information was and wether or not the earlier comments I made in my blog were true.


Below is the also filled out form inwhich was completed to find out how well men related with the description of the stereotypical man from a womans point of view.



These results were out of 30 and cut down into percentages for a fast statistical average.

The results will be documented into facts in a later post