Research Task 7.1: A Global Language

Working with designers and clients based around the globe should provide fresh perspectives and exposure to differing cultural viewpoints. Cross-cultural collaboration has the potential to enrich the design process, however this is not always the case. A design that appeals to one cultural perspective may be considered unacceptable from another perspective, and in an attempt to please everyone the design can become diluted and devoid of any real value.
Consider some of the international organisations you are familiar with. Is the company branding or the product packaging the same across the globe? How do they differentiate for different cultures or markets? Is there any company that is truly global โ€“ with the exact same brand image, same adverts, same product packaging โ€“ all around the globe?
Identify a range of brands that cater to an international market and compare and contrast how they customise their visual language to cater to different cultures and how they keep it the same.
Aim for at least three brands and collect a range or brand assets, adverts, packaging, website screenshots (if the company website auto-directs you to a specific domain based on your IP address consider using a Virtual Private Network (VPN) to access the domains for other countries), social media tags and candid photos of customers with the brand. As you compare the assets youโ€™ve gathered consider:
Typography and language (especially across different alphabets and writing systems)
Colours (and symbolic meaning of colours in different cultures)
Imagery (specifically the diversity and representation of different cultures)
Tone (eg. conservative, formal, playful, provocative?)

Include the visuals you collect and your observations in your learning log. Reflect how crossing cultural borders can add depth and richness to design or result in solutions that belong โ€˜everywhereโ€™.

Cross-Cultural Branding and Design Adaptation: A Comparative Study

In todayโ€™s globalised economy, brands must navigate diverse cultural landscapes, balancing consistency in brand identity with the need for local adaptation. While some companies attempt a universal branding approach, most tailor their visual and marketing strategies to align with cultural preferences, regulatory environments, and consumer expectations.

I chose three major international brands (McDonald’s, Coca-Cola, and Apple) to explore how they manage branding across different cultural contexts. The analysis focuses on typography, colour symbolism, imagery, and tone, highlighting both uniformity and localisation strategies.

1. McDonald’s: A Global Brand with Local Flavours

Consistency Across Markets:

  • The golden arches, red-and-yellow colour scheme, and the “I’m Lovinโ€™ It” slogan remain unchanged globally.
  • The McDonald’s logo is instantly recognisable across cultures.

Localisation Strategies:

  • Typography & Language: Menus and advertising copy are localised into native languages, adapting to different scripts such as Arabic, Chinese, and Hindi.
  • Colours & Symbolism: While red and yellow dominate branding, some countries, like France, use more subdued tones (e.g., green) to reflect an eco-friendly image.
  • Imagery & Representation: Advertisements depict diverse local lifestyles, reflecting cultural eating habits and traditions.
  • Product Adaptation: Menu items are customised for regional tastes (e.g., McAloo Tikki in India, Teriyaki Burger in Japan, McArabia in the Middle East). (Catalyst Agents, 2020)
YouTube, 2025

2. Coca-Cola: A Universally Recognised Beverage with Cultural Adaptations

Consistency Across Markets:

  • The iconic red-and-white logo and Spencerian script typography remain unchanged worldwide.
  • The signature glass bottle shape is globally recognised.

Localisation Strategies:

  • Typography & Language: Coca-Cola’s logo is transliterated into different scripts while maintaining its distinct visual style (e.g., ูƒูˆูƒุง ูƒูˆู„ุง in Arabic, ๅฏๅฃๅฏไน in Chinese).
  • Colours & Symbolism: Red is a powerful colour associated with energy and celebration in many cultures, but its meaning can shift. In China, red signifies prosperity, aligning well with Coca-Colaโ€™s festive marketing during Lunar New Year.
  • Imagery & Representation: Advertising campaigns vary significantly. In Latin America, ads emphasise family and community; in Western markets, campaigns often highlight individuality and personal happiness.
  • Tone & Messaging: In some conservative markets, ads avoid depictions of intimacy and opt for family-friendly themes. (Content Marketing Institute, n.d., RPA Journals, 2022)
YouTube, 2025

3. Apple: A Minimalist Global Brand with Limited Regional Variation

Consistency Across Markets:

  • Apple’s branding is heavily standardised, with its minimalist logo, packaging, and advertising style remaining nearly identical worldwide.
  • The Apple Store experience and website layout are universally consistent.

Limited Localisation Strategies:

  • Typography & Language: While the product UI supports multiple languages, packaging and marketing materials are largely English-centric, with minor adaptations.
  • Colours & Symbolism: Apple rarely alters its branding colours but adapts product names (e.g., iPhone model names) to suit linguistic preferences.
  • Imagery & Representation: Product photography remains uniform, often featuring sleek, aspirational visuals, though promotional content may include regionally relevant celebrities or influencers.
  • Tone & Messaging: Appleโ€™s tone is universally premium, modern, and aspirational, relying more on sleek design than cultural storytelling. (Global Marketing Professor, n.d., ThoughtLab, n.d.)
YouTube, 2025

Reflection

This research has shown that while global brands like McDonald’s, Coca-Cola, and Apple maintain a consistent identity, they also make smart adaptations to fit different cultural markets. Branding isn’t just about having the same logo everywhere, it’s about making people in different countries feel connected to the product.

One of the biggest takeaways is how visual elements change across cultures:

  • McDonald’s keeps its golden arches but changes its menu and advertising to suit local tastes (e.g., McAloo Tikki in India, Teriyaki Burger in Japan).
  • Coca-Cola stays red and white but adjusts its messaging, some ads focus on family, while others highlight youth and energy.
  • Apple, on the other hand, barely changes anything, it relies on a “one-size-fits-all” premium aesthetic that works almost everywhere.

Another interesting aspect is how colour, typography, and imagery vary. Red might mean luck in China but could signal danger elsewhere. Writing systems change, and brands must make sure their fonts and designs look good in Arabic, Japanese, or other scripts.

Finally, while crossing cultural borders can make branding richer, it can also create challenges. If a brand tries to please everyone, it risks losing uniqueness. The best global brands find the balance between consistency and flexibility, staying recognisable while adapting just enough to make local audiences feel at home.

Resources

Assignment 6: Professional Bodies and Graphic Design Competitions

Brief

In this assignment you have the opportunity to demonstrate what you have learnt so far into an actual โ€˜liveโ€™ competition brief. Depending on when you arrive at this point, you may or may not be able enter the annual Penguin books student competition. But if it is the case that you are out of sync with the timeframe do not worry, you can enter for a later year. Regardless of this, a range of titles will be posted onto the unit Padlet Professional Practice Padlet, which you can design instead. Alternatively look at the competitions that you explored in the research task.  If you are unsure how to proceed with this, then please contact your tutor, who will provide further guidance.

Once you have completed this, write a brief reflection on your final piece and include it on your learning log.

  • Firstly, visit the Penguin Cover Design Award page; this link takes you to the current Penguin Student Awards home page. There you will find three titles that are changed annually. The categories are Adult Fiction, Adult Non Fiction and Childrenโ€™s Fiction
  • Review entries from previous years, and read the judges comments and advice. Often the titles will be accompanied by a short video outlining key considerations by art directors and designers. Highlight useful pointers and write up in your learning log.
  • Visit bookshops, large and small, new and secondhand; find effective and arresting examples from the three book categories. Document this in your learning log.
  • Choose one title which you would like to tackle. Sit back, enjoy and read your chosen book. Also read reviews of the book, from diverse sources, i.e newspapers, journals or Goodreads. 
  • Lastly, stick with your chosen book and fully exhaust a broad range of ideas and directions. Your previous exercise and research tasks should help with this. Annotate your iterations and work up a final outcome. Ensure you have fully understood the briefโ€™s requirements (highlight the mandatories and deliverables) and download the provided templates and official logotypes. 

Research and Preparation

Penguin, 2025
Linkedin learn, 2025
Linkedin learn, 2025

Previous winners

To begin this project, I visited the Penguin Cover Design Award website and reviewed the three selected book titles for this yearโ€™s competition. These titles fall under the categories of Adult Fiction, Adult Non-Fiction, and Childrenโ€™s Fiction. By examining past winning entries and reviewing the judgesโ€™ comments, I identified key design elements that contribute to an effective and striking book cover.

Bookshop Research

To further develop my understanding of effective book cover design, I visited a local bookshops in our area, focusing on visually compelling covers across the three categories.

  • The use of typography
  • Colour schemes and contrasts
  • Illustration and photographic styles
  • Branding and logo placement
  • Overall visual impact

Book Selection and Analysis

After reviewing the available titles:

  • A Farewell to Arms by Ernest Hemingway
  • The Mysterious Affair at Styles by Agatha Christie
  • Lady Chatterleyโ€™s Lover by DH Lawrence
  • Midnightโ€™s Children by Salman Rushdie
  • Beloved by Toni Morrison
  • Rachel’s Holiday by Marian Keyes
  • Killing Floor by Lee Child
  • Fifty Shades of Grey by EL James
  • Sapiens by Yuval Noah Harari
  • Tomorrow, and Tomorrow, and Tomorrow by Gabrielle Zevin

I chose one book to focus on for my cover design project. : Sapiens by Yuval Noah Harari

The central theme of Sapiens: A Brief History of Humankind by Yuval Noah Harari is the power of shared beliefs and collective imagination in shaping human history. Harari explores how Homo sapiens rose to dominance through cognitive, agricultural, and scientific revolutions, highlighting key themes such as:
The Cognitive Revolution โ€“ Around 70,000 years ago, humans developed the ability to create and believe in shared myths, such as gods, nations, and money, which allowed for large-scale cooperation.
The Agricultural Revolution โ€“ The shift from foraging to farming led to population growth, societal hierarchies, and economic structures but also increased human suffering due to hard labour and social inequalities.
The Unification of Humankind โ€“ Trade, empires, and religions helped unify disparate human groups, forming the foundations of modern civilisations.
The Scientific Revolution โ€“ Beginning around 500 years ago, the pursuit of knowledge, driven by capitalism and imperialism, accelerated technological and social changes that continue to shape the modern world.
The Role of Fiction โ€“ Harari argues that money, religion, human rights, and even corporations are shared fictions that exist only because people collectively believe in them. (James Clear, no date)

The current book covers of Sapiens

Google images, 2025

Design Development

Using insights from my research and book analysis, I began generating design concepts.

Sketches

Typography

Adobe fonts, 2025

Colour scheme

Adobe color, 2025

Based on the three themes (Classic, Modern & Bold, and Historical & Intellectual) I used Adobe Color to generate corresponding colour palettes. Here are the results:

Chosen colour palette

Adobe color, 2025

For my Colour palette for the Sapiens book cover, I wanted a strong and well-balanced choice, reinforcing the book’s themes of history, humanity, and intellectual depth. Here’s why:

1. Historical & Intellectual Depth

  • #BF9E60 (Warm Beige) & #8C600D (Golden Brown): These earthy tones evoke ancient manuscripts, aged parchment, and historical artifacts, connecting to the book’s exploration of human history. It provides a timeless feel.

2. Contrast & Readability

  • #E9ECF2 (Soft Off-White/Light Gray): A clean and neutral background that ensures readability while maintaining a modern, minimalist touch. It helps the text stand out clearly.

3. Power & Emotion

  • #D91604 (Bold Red): Red is a powerful, attention-grabbing colour associated with urgency, passion, and human struggle, perfect for emphasising key elements like the title or authorโ€™s name. It aligns with the original coverโ€™s use of red.

4. Depth & Strength

  • #732C02 (Deep Brown): A grounding, rich colour that reinforces the earthy, historical tone. It pairs well with the golden and beige tones while offering a strong base for elements like subtitles or key details. (Adobe, 2025)

Reference images

Freepik, 2025
Freepik, 2025
Freepik, 2025
Freepik, 2025

I made a DNA helix out of fuzzy chenille wire and wanted to include it in my design.

Designs

Final design mock up

Self-reflection

This project was an opportunity to apply my research, design skills, and conceptual thinking to a real-world brief. By following this structured approach, I aimed to create a book cover that is both visually appealing also resonating with the chosen title.

By using of silhouettes showing human evolution walking up a DNA strand, I wanted to symbolise the bookโ€™s core theme, how Homo sapiens emerged and evolved. The gradual ascent visually reinforces the idea of progress and development.

The DNA helix made of red molecular connections is to show linking genetics, science, and human history. It suggests that our biological evolution is a foundation for our civilisation.

Feedbacks on my designs

The warm brownish-gold background gives a parchment-like, historical feel, which aligns well with the bookโ€™s narrative of human history. The red title is striking and attention-grabbing, just like the original cover. Red conveys urgency and importance, making the title stand out. The choice of brown for the author’s name complements the background and maintains a timeless, intellectual feel.

The serif typeface for โ€œSapiensโ€ reinforces the bookโ€™s historical and academic nature while maintaining a modern feel. The font choice feels authoritative and refined.

The subtitle in a classic serif and the authorโ€™s name in a clean sans-serif work well together. The hierarchy is clear, making it easy to read.

The authorโ€™s name could be slightly larger or bolder for more impact, ensuring it stands out against the background.

Reference

Exercise 6.1: The Front Cover – Reading Matters

Brief

Ahead of the assignment, this exercise asks you to break down key components that make up a bookโ€™s
front cover.

  1. Firstly select a title from a book of your own choosing – this can be from any genre, just make
    sure you are very familiar with the narrative. Alternatively choose a classic title from the list
    below:
    Margaret Atwood, The Handmaidโ€™s Tale (1985)
    Zadie Smith, White Teeth (2000)
    Herman Melville, Moby Dick (1851)
    Philip Pullman, The Golden Compass (1995)
    Mark Haddon, The Curious Incident of the Dog in the Night-Time (2003)
    Visit: LitCharts or Goodreads, both are excellent resources to get you started.
  2. Secondly, having chosen your title and researched into different cover editions, question whether there are key conceptual motifs being used over and over again within different cover treatments? Can you identify more expressive versions of the covers? Check the date of each version and try to speculate about the historical, political or social context for each one. (Donโ€™t spend long on this but itโ€™s important to realise that creative design doesnโ€™t happen in a vacuum.)
  3. Using one of the main motifs you have identified (such as the uniforms that feature in the
    Handmaidโ€™s Tale), the title of the book, authorโ€™s name, and no more than three colours (including black and white), generate as many different layouts of the cover design as you can.
    Think about how you can dynamically layer, organise, frame, clash, or balance these elements. Work quickly and come up with lots of different visual possibilities. Aim to generate quick design possibilities by arranging your typography, motif and colours in as many, and as varied, ways as possible.
  4. Lastly use thumbnail drawings or DTP layouts to achieve at least ten fundamentally different layouts. From this, select one that you think works best and write a brief rationale for your choice. This is a warm up exercise that will help you with your approach to designing a cover for assignment six.

1. Identifying Expressive Covers & Their Context: Handmaidโ€™s Taleโ€™s

1. Google images, 2025
2. Google images, 2025
3. Google images, 2025
  1. 1985 First Edition (McClelland & Stewart – Canada)
    • Design: Muted tones, featuring a cloaked woman walking along a high brick wall.
    • Context: Reflects the bookโ€™s dystopian world subtly rather than explicitly. The restrained design aligns with 1980s literary cover trends, which often avoided literal imagery.
  2. 1998 Vintage Classics Edition
    • Design: A bolder image of a woman in the iconic red cloak, facing away.
    • Context: The late โ€˜90s saw increasing feminist discourse and interest in dystopian fiction (The MatrixFight Club era). This cover highlights individual oppression.
  3. 2017 TV Tie-in Edition
    • Design: A photographic close-up of a handmaid, emphasizing red and white with stark contrast.
    • Context: Released during the rise of the #MeToo movement and political discussions about womenโ€™s rights, this cover was designed for maximum impact and recognition.

(Penguin shop, 2025)

2. Identifying Key Motifs & Colour Palette

Pinterest, 2025

Common motifs found across multiple covers:

  • Red Cloak & White Bonnet โ€“ Represents control, submission, and the stripping of identity.
  • The Eye Symbol โ€“ Tied to surveillance and the oppressive regime (“Under His Eye”).
  • Silhouetted or Faceless Women โ€“ Emphasises loss of identity and autonomy.

Chosen Colour Palette (3 Colors Total):
Red โ€“ Symbolising power, blood, oppression.
White โ€“ Purity, control, absence of identity.
Black โ€“ Darkness, restriction, dystopian oppression.

3. Generating Layouts

4. Selecting the Best Layout

  • Why this layout? It captures the bookโ€™s themes best.
  • How does the motif enhance the message?
  • Why do the colours work well?

This design features a simple white bonnet on a black and red background with no visible face. The lack of detail mirrors the stripping of identity in Gilead. The title placed at the top right, justified right in distressed white text, appears “caged in,” reinforcing the feeling of entrapment. The limited colour palette ensures the cover is visually striking while maintaining deep thematic significance.

Self – reflection

I found this task really enjoyable and a great way to prepare for Assignment 6. It highlights how simple elements can be transformed into more intricate and visually compelling designs, inspiring new ideas that can be developed further. Choosing a single motif or main motif is especially effective, as it helps create a unified design that ties together the front cover, spine, and back of the book cover seamlessly.

Resources

Research Task 6.2: Competition Briefs

Having read through the previous listed professional bodies and award schemes, you should have a better understanding of graphic design networks and communities. You would have noted that many of
them, though based in the UK, have expanded internationally. OCA is, of course, global, so explore and identify graphic design bodies and competitions that are based in your own country. The professional bodies listed are not exhaustive and there are many other organisations and competitions which may be of interest to you.
On the Professional Practice Padlet, locate the tab marked โ€˜Student Award Briefsโ€™ and read through the wide selection of briefs.
Choose one that you find interesting or best reflects your own practice. The briefs cover everything from branding, advertising, user experience, typography, packaging and Illustration.
Include a copy of the chosen brief and write the reasons behind your choice in your learning log.
Breakdown what the brief is asking you to do and research the aims and objectives. To aid you in this, please read through and refamiliarize yourself with the following guide.

D&AD, 2025

Why I Chose This Brief

I chose this brief because it merges brand repositioning with mental well-being, a topic I am passionate about. The challenge of making Extra Gum relevant and engaging for teens through creative strategy is both exciting and meaningful. Additionally, it provides an opportunity to explore digital content, social media marketing, and experiential design.

Breakdown of the Brief

Objective

Reposition Extra Gum as a tool for accessible wellness by showing how chewing can be a small but effective way to reduce stress.

Target Audience

  • Gen Z (14-17 years old)
  • Consumers who value authenticity
  • Engage with platforms like TikTok, Instagram, and YouTube
  • Prefer peer recommendations over traditional advertising

Key Considerations

  1. Tap into Proactive Wellbeing
    • Using popular Gen Z mental wellness trends
    • Positioning gum chewing as a โ€œmini-breakโ€ moment for stress relief.
  2. Unapologetic Realness
    • Keeping messaging authentic and relatable.
    • Avoiding over-promising gum as a magic cure.
  3. Word of Mouth & Social Media Power
    • Utilising influencer marketing and peer-driven content.
    • Encouraging organic engagement rather than traditional brand messaging.
  4. Stick to the Act of Chewing
    • Emphasising chewing as a simple but effective habit for well-being.
    • Identifying moments where chewing gum is most beneficial (exams, social anxiety, study sessions, etc.).

Next Steps

  • Research Gen Z wellness trends to align the campaign with their interests.
  • Develop a creative execution that could be a social media challenge, interactive experience, or influencer-led campaign.
  • Ensure brand alignment with Extraโ€™s existing โ€œChew You Goodโ€ campaign.
  • Consider global scalability by crafting a concept that works across different cultures and markets.

Reading Task 6.1: Professional Graphic Design Organisations

To answer these questions, read through the following and explore the website links in greater detail. Make brief notes in your learning log, identifying key information.

International Society of Typographic Designers (ISTD).

โ€œFounded in 1928 by Vincent Steer, ISTD has pioneering roots. From as early as 1911 Steer described himself as an โ€œadvertising typographerโ€ on his business card. His background in printing had given him the opportunity to observe the trade in America, and he astutely recognised the need and potential for the creative typographerโ€™s skills in a world where most โ€˜designโ€™ was carried out through compositorsโ€™ layouts. He was determined to develop the profession of typography in the UK and, to that end, brought together six other like-minded colleagues, Alfred Vernon, T. Wilson Philip, Stanley Haytor, Charles Hoath, Arnold Jones and Edward Burrett for the first meeting of the British Typographers Guild, held at an Italian restaurant in Holborn, London.โ€

Design and Art Direction (D&AD)

Formerly known as British Design and Art Direction, is a British educational organisation that was created in 1962 to promote excellence in design and advertising. Amongst the group are David Bailey, Terence Donovan and Alan Fletcher. Calling themselves British Design & Art Direction, the following year they organised their first Awards event. And they are picky. From 2,500 entries they select just 16 pieces of work to receive the soon-to-be coveted D&AD Yellow Pencil; the first of its kind. Today, British Design & Art Direction has grown mightily, but slimmed down its name. Now D&AD, its members represent the creative, design and advertising communities, not just in Britain, but worldwide.

The Royal Society for Arts (RSA)

The RSA has been at the forefront of significant social impact for over 260 years. Our proven change process, rigorous research, innovative ideas platforms and diverse global community of over 30,000 problem-solvers, deliver solutions for lasting change.

You Can Now (YCN)

โ€œEstablished in 2001, You Can Now is a training and development partner to growth-oriented organisations of all shapes and sizes. We provide teams like yours with modern, motivating approaches to building relevant new skills, working with our partners both directly and cross-organisationally. Everything we design and deliver is developed with brilliant subject experts, grounded in behavioural smarts and enlivened by the experiences of the learners we engage every day.โ€

Pentawards

Founded in 2007, Pentawards is committed to recognising excellence in design, providing a source of inspiration and connecting the global packaging community through our annual competition, international conferences, digital events, and more. The pentagon is the official symbol of Pentawards for five reasons. The pentagon is the shape of the historic city centre in Brussels – where the competition was founded, the pentagram is the ancient symbol of beauty, there are five fingers on the hand – an important design tool for humans, the Pentawards has five different award levels and humans have five main senses in which inspiration is taken from.

Itโ€™s Nice That

Itโ€™s Nice That believes passionately that creative inspiration is for everyone and by championing the most exciting creative work on our website and social channels, and through our events programme, we want to open up this world to the widest possible audience. Founded in 2007, Itโ€™s Nice That has grown across many platforms and now reaches over two million people each month. These platforms include the Itโ€™s Nice That website, our social channels, and our monthly talks series Nicer Tuesdays. Itโ€™s Nice That is part of the The Hudson Bec Group, an independently owned group of companies with the shared mission to enable creativity to thrive. The group also includes Anyways Creative, an agency that guides brands and organisations through the broad worlds of culture and communication; Creative Lives in Progress, a platform offering advice, insight and inspiration for the next generation of creatives; and If You Could, a creative jobs board providing a quick and easy way to browse hundreds of opportunities across the industry.โ€


International Society of Typographic Designers (ISTD)

  • Founded in 1928 by Vincent Steer.
  • Steer was an “advertising typographer” and recognised the need for creative typography.
  • Started as the British Typographers Guild with six other colleagues.
  • Aimed to develop typography as a profession in the UK.

Design and Art Direction (D&AD)

  • Established in 1962 to promote excellence in design and advertising.
  • Founding members include David Bailey, Terence Donovan, and Alan Fletcher.
  • Known for the D&AD Yellow Pencil Awards, which started in 1963.
  • Now operates globally, supporting creative, design, and advertising industries.

Royal Society for Arts (RSA)

  • Over 260 years old, focusing on social impact.
  • Engages in research, innovation, and community-driven problem-solving.
  • Has a global network of over 30,000 members.

You Can Now (YCN)

  • Founded in 2001 as a training and development organisation.
  • Helps businesses build new skills using expert-led and behavior-driven approaches.
  • Works with diverse organisations to enhance learning experiences.

Pentawards

  • Established in 2007 to recognise packaging design excellence.
  • Hosts annual competitions, conferences, and digital events.
  • The pentagon symbol represents:
    • Brussels’ city shape (where it was founded).
    • The pentagram (symbol of beauty).
    • Five fingers (essential for designers).
    • Five award levels.
    • Five human senses (sources of inspiration).

Itโ€™s Nice That

Itโ€™s Nice That was founded in 2007 to make creative inspiration accessible to everyone. It showcases exciting creative work through its website, social media, and events like Nicer Tuesdays. The platform reaches over two million people monthly. It is part of The Hudson Bec Group, which also includes:

  • Anyways Creative โ€“ a branding and communication agency.
  • Creative Lives in Progress โ€“ a platform supporting emerging creatives.
  • If You Could โ€“ a creative jobs board.

Resources

Assignment 5

Brief

For this assignment you will design (or redesign) a game. You can select a board game, card game, app or a video game. First you will research existing games, board games, card games, puzzles, apps and video games.

Select one that interests you and find out about the history, the gameplay, the iterations, and if applicable the different versions and themes or re-designs throughout time. For example, a classic game like Monopoly has been designed and redesigned numerous times. 

Analyse and deconstruct the design. For example:

  • How do all the pieces/screens fit together? What are the game dynamics that need to be taken into account?
  • What is the underlying structure of the layout? How are the elements organised? Is there a grid?
  • How are symbols used? What do the symbols represent? For example,  icons, pawns, point indicators or progress through the game?
  • Check out The Board Game Design Lab articles about game design theory

Draft your own interpretation of the game. You can decide if you want to keep the rules and gameplay the same or if you wish to re-invent the rules of the game. 

Define your target audience. The game could be suited to any target audience. Include the demographic and psychographic characteristics of the people you think would purchase the game. In other words, identify who you are designing for.

Build a prototype to refine your ideas. For a board game or card game this means making the actual physical pieces at the actual scale. For an app or video game you need to mock-up multiple screens to show the user interface and the different states. Where possible use the appropriate software, for example Figma or AdobeXD, to prototype the interaction and show how users progress through the game.

Refine, refine, refine. Apply all the techniques you have learned to improve upon the early design. Take a step back and practice self-critique, ask for feedback from your peers or the wider community, test your design whenever possible. Try using questionnaires, surveys, interviews or focus groups. (Refer back to the information on questionnaires earlier in the project). At a minimum you should aim for three refinement cycles.

Design the final working prototype in preparation to pitch to a manufacturer. Since the game will need to be manufactured, you need to consider what manufacturer would be best suited for the game you are designing

Prepare a pitch presentation directed to a manufacturer appropriate for your game. Manufacturers of games, much like book publishers, will have a niche they cater to. Global manufacturers like Parker Brothers and Ubisoft will manufacture mass-market games like Monopoly and Just Dance, while a specialised manufacturer might focus exclusively on childrenโ€™s games, for example Orchard Toys, or they may find a niche like โ€˜German-style board gamesโ€™  (e.g. Days of Wonder) or virtual reality and augmented reality (e.g. The NineHertz) to cater to. 

Research

YouTube, 2025
YouTube, 2025

Classic Board Games

Pinterest, 2025

Card Games

Pinterest, 2025

Mobile & Video Games

Pinterest, 2025

Puzzle & Strategy Games

Pinterest, 2025

Analysis of Dobble

1. History & Evolution

Dobble, known as Spot It! in some regions, was designed by French mathematician Denis Blanchot and later published by Asmodee. The game is based on set theory and a mathematical principle where every pair of cards shares exactly one common symbol. It has been adapted into multiple themed editions (Harry Potter DobbleMarvel Dobble) and digital versions.

2. Gameplay & Design Elements

  • Objective: Identify the matching symbol between two cards before your opponents.
  • Components:
    • 55 circular cards, each containing 8 symbols.
    • Symbols vary in size and orientation to increase difficulty.
    • Simple icon-based design for accessibility.
  • Turn Structure:
    1. Two cards are compared at a time.
    2. Players race to find the matching symbol.
    3. The first player to call out the match wins the round.
    4. The game continues until a win condition is met (e.g., most cards collected).

3. Game Dynamics & Structure

  • Core Mechanic: Pattern recognition and reaction speed.
  • Player Interaction: Fast-paced, competitive play with minimal downtime.
  • Scalability: Works with 2-8 players, making it versatile.
  • Win Condition: Depends on the game mode, but generally, the player with the most correct matches wins.

4. Game Mechanics & Visual Design

  • Circular Cards: Unique format avoids traditional card orientations and increases challenge.
  • Symbol Design:
    • Bright, colourful, and high-contrast icons for visibility.
    • Randomised placement ensures varied gameplay.
  • Mathematical Structure: Each pair of cards always shares exactly one symbol, thanks to combinatorial design principles.

Dobble card game demographics

The Dobble (Spot It!) card game has a broad demographic appeal due to its simplicity, fast-paced nature, and adaptability. Hereโ€™s a breakdown of its key demographics:

1. Age Group

  • Primary Audience: 6+ years old (officially recommended for ages 6 and up)
  • Younger Players: Some versions cater to kids as young as 3 years old (e.g., Dobble Kids).
  • Older Players & Adults: The gameโ€™s speed and pattern recognition challenges make it fun for teens and adults, often played in party or casual settings.

2. Target Market

  • Families: Ideal for family game nights due to its easy-to-learn rules and quick playtime.
  • Casual Gamers: Great for non-gamers who enjoy light, social games.
  • Educational Use: Used in classrooms to enhance cognitive skills, attention, and reflexes.
  • Party & Social Settings: Popular in bar games, icebreakers, and group gatherings.

3. Cognitive & Learning Appeal

  • Children: Helps with visual perception, quick thinking, and memory.
  • Seniors: Used in cognitive exercises for hand-eye coordination and brain training.

4. Global Popularity

  • Available in multiple languages and localised editions (e.g., Dobble Harry Potter, Dobble Disney).
  • Universally appealing due to simple symbols, no complex reading required.

Redesign Ideas

Thumbnails

Typeface

Design process

Final design

Mock up

Printed cards

Game in action

Potential manufacturers

Hayman creative, 2025
Cartamundi, 2025

Presentation – Slideshow

Self-reflection

This assignment challenged me to critically analyse and redesign a game while considering its history, mechanics, and user experience. Through this process, I gained valuable insights into game design principles, user engagement strategies, and the importance of iterative refinement.

I started by researching different types of games, eventually selecting dobble it is one of my sonโ€™s favourite games and I played it a lot. Learning about its history, gameplay mechanics, and past redesigns helped me understand how games evolve over time. Analysing its structure, from layout and symbols to game dynamics, allowed me to see what elements worked well and what could be improved.

My redesign aimed to challenge the game also include maths. I carefully considered the target audience, focusing on primary school children, ensuring that my changes aligned with their preferences and expectations.

I conducted multiple feedback sessions, gathering insights from my son and her friends also my daughter and my husband, who are older but still enjoyed playing the game.

Developing a final prototype ready for manufacturing required considering materials, production costs, or digital development tools. I also researched potential manufacturers, as a suitable partner due to their focus on producing card games in the UK.

Creating the pitch presentation was another learning experience, as I had to articulate my vision persuasively while considering marketability. This process enhanced my ability to present ideas professionally and strategically.

Overall, this assignment deepened my appreciation for game design and provided me with valuable skills in research, design thinking, and user experience testing.

References

Exercise 5.1: Spin the Bottle

Brief

Start with primary research exploring existing labels. Pick up and hold a variety of beverage containers in your hand. Compare what it feels like to read the information on a milk bottle, which will often have a handle and be more square versus a wine bottle that is round, but the label will often be on one side of the bottle versus picking up a round squash or juice bottle that has a label wrapped all around. To fully understand the subtle difference you need to pick up and hold each of these bottles in your hands. Looking at flat two-dimensional photos doesn’t allow you the full experience. Jot down your observations in your learning log. For each bottle you picked up:
How did you hold the bottle?
What information from the label did you see first?
What did it take to find the name of the beverage? The ingredients? The nutritional information?
The safety warnings (e.g alcohol consumption limits), if any?
Compare the usability of the bottles โ€“ which one made it easiest to access the relevant information? Which one best promoted the product? Which one gave the best tactile experience?


Design a label for a beverage of your choice.

You can select an existing product, for example the iconic Coca Cola bottle or you can make up your own product. In both cases, clearly define the target audience and explain how your design satisfies the needs of this audience:
Who is the beverage for? E.g. is it for children with tiny hands and parents concerned about sugar content or for rare wine enthusiasts?
Where and how do they drink the beverage? E.g. do they drink directly from the bottle with a sport-top or is the beverage poured into a vessel?
What information does the label need to include? E.g. is there legal or regulatory information, the price and UPC code, does the label include text and imagery?

Primary Research and Observations on Beverage Containers

1. Milk Bottle (Handle, Square Shape):

  • How I Held the Bottle: By the handle, using one hand to grip securely.
  • Information Seen First: The product name and brand were prominent near the top, with nutritional information in a smaller font on the side.
  • Ease of Finding Information: The name was instantly visible, while the ingredients and nutritional details required turning the bottle to the side.
  • Usability: The handle made it easy to hold, but accessing complete information required rotating the bottle.

2. Wine Bottle (Round Shape, Label on One Side):

  • How I Held the Bottle: Grasped the neck with one hand or cradled the body for a better look.
  • Information Seen First: The brand name and type of wine were centered and prominent on the front label.
  • Ease of Finding Information: The alcohol content and warnings were located at the back, requiring a flip of the bottle.
  • Usability: The single-sided label prioritized aesthetics over usability but effectively communicated the premium nature of the product.

3. Juice Bottle (Round, Wrap-Around Label):

  • How I Held the Bottle: Held by the body, with a full grip for stability.
  • Information Seen First: The bright imagery and product name stood out due to the wrap-around design.
  • Ease of Finding Information: The ingredients and nutritional facts were located to the side, necessitating a rotation of the bottle.
  • Usability: The wrap-around label maximized space for information but required effort to locate specific details.

Comparative Usability and Design Features

  • Easiest to Access Information: The milk bottle, due to its handle and clear organisation.
  • Best Promotion of the Product: The wine bottle, with its minimalistic design and focus on branding.
  • Best Tactile Experience: The juice bottle, as the rounded shape and full wrap-around label created a vibrant, engaging feel.

Different types of beverages

Beverage labels

Behance, 2025

Label Design for a New Beverage

Beverage: “Evian sparkling Water”
Target Audience: Young professionals and health-conscious individuals aged 20โ€“40, seeking a refreshing, low-calorie beverage.

Drinking Habits:

Often consumed directly from the bottle during busy commutes or casual social settings.

Label Design Objectives:

Visual Impact:

  • Bright, gradient hues of blue and green to evoke freshness and vitality.
  • A bold, modern logo placed prominently at the center.

Information:

  • Front: Product name, key benefits (e.g., “Zero Calories, Natural Flavour”), and a small callout for eco-friendly packaging.
  • Side: Ingredients, nutritional facts, and legal information (e.g., recycling instructions).

Tactile Features:

  • Slightly textured label for better grip.
  • Embossed logo to enhance premium feel.

Functionality:

For this assignment

  • UPC code and legal information aligned neatly on the back.
  • Easy-to-read font size for accessibility.

Audienceโ€™s Needs:

Health-Conscious Messaging: The inclusion of calorie-free and natural claims.

Convenience: Information is strategically placed for quick reading during a busy lifestyle.

Eco-Friendliness: Appeals to the growing environmental awareness in this demographic.

Water bottles

Evian existing logo

Google images, 2025

Thumbnails

Bottle size

Blue label, 2025

Colour palette

Color Adobe, 2025

Typeface

Font.adobe, 2025

Design process

Freepik, 2025

Final designs

Mock ups

Self-reflection

Engaging in this hands-on research made me realise how much of an impact packaging design has on usability and consumer interaction. Initially, I thought labels were mostly about branding, but through physically handling different bottles, I recognised how label placement, bottle shape, and tactile experience all contribute to how easily information is accessed.

One of the key takeaways from this exercise was how instinctively I held each bottle and how that influenced what I noticed first. With the milk bottle, my hand naturally went to the handle, meaning I saw the front label first, but had to rotate the bottle to find details like ingredients. In contrast, the wine bottle, with its sleek, round shape, was more about elegance, but not as practical when searching for specific information. The juice bottle, with its wrap-around label, had everything in one place, but required more effort to locate specific details.

I also became more aware of how bottle design affects the overall experience. A bottleโ€™s shape determines how easily someone can grip it, which in turn influences how effortlessly they can read the label. The wine bottle, for example, felt premium and sophisticated, but it wasnโ€™t as user-friendly as the milk bottle, which was designed for practicality. The juice bottle was visually appealing but somewhat frustrating when I had to rotate it multiple times to find key information.

This exercise also made me reflect on my own assumptions about design. Before this, I hadnโ€™t considered how small changes, like a textured label for grip or a strategic label placement, could enhance user experience. I realized that good design isnโ€™t just about aesthetics; itโ€™s about functionality and how people interact with a product in real life.

For my design, I aimed to create a beverage bottle label that is both visually appealing and functional. Choosing Evian as my brand, I ensured that the visual elements aligned with its identity. My colour palette focused on natural and refreshing tones to reflect the brandโ€™s essence. To add a personal, unique, and casual touch, I incorporated a handwritten typeface for the logo. I also included essential details such as a barcode, nutritional information, the product name, and a slogan. Throughout the design process, I kept the target audience in mind, ensuring the label would resonate with them.

Through this process, Iโ€™ve gained a deeper appreciation for the relationship between form and function. Going forward, Iโ€™ll be more mindful of how usability plays a role in design choices, ensuring that labels are not only visually effective but also practical for consumers in different contexts.

resources

Research Task 5.2: Give and Take

For this research task you will offer and receive constructive criticism for the assignment you completed at the end of Project 3 of this unit. Your assignment should already be on the GD2.1 Professional Practice Projects Padlet. Other students will have also posted their work to the Padlet.
To complete the first part of this task you will need to select at least one other studentโ€™s assignment and provide constructive criticism. Try to select work that is still awaiting comments. You will comment directly on the Padlet in response to the post you select. Be constructive and thoughtful โ€“ your feedback is valued.
Use the sentence stems introduced above. Complete each sentence with your own rationale:
It works becauseโ€ฆโ€
โ€œIt doesnโ€™t work becauseโ€ฆโ€
Aim to provide between 3-5 complete statements. Following the rationale you can provide examples or resources that might help the other person. This might include the name, website, or social profile of an artist, designer, or agency that would be of interest.
Check for constructive criticism in response to your post. When reading feedback from other students, practice empathy to better understand where the feedback is coming from and try to identify the disconnect.
Reflect on the feedback you received and write a short entry in your learning log to capture what you learned through the process of giving and receiving constructive feedback and how you will continue developing these skills going forward
.


Constructive Criticism on Greg T’s Assignment

Strengths:

The detailed analysis of other wildlife parksโ€™ branding strategies demonstrates a solid understanding of the field. Researching colour palettes, typography, and conservation themes adds depth to the project.

The design aligns with the brief’s requirements for family-friendly and conservation-focused branding, showcasing thoughtful consideration of the target audience.

The logoโ€™s versatility across media (e.g., signage, merchandise, and digital platforms) is well-conceived, addressing real-world application needs.

Improvement Areas:

While the research is robust, the visual identity could benefit from a more distinct and memorable concept tied directly to the unique features of the wildlife park. For instance, incorporating specific animals, landmarks, or environmental elements unique to the park would add character.

The development process seems constrained. Exploring broader creative variations in logo styles, such as abstract forms, hand-drawn elements, or alternative layouts, could result in a more dynamic and eye-catching final product.

The design could emphasise the park’s conservation goals more explicitly, such as integrating sustainability symbols or messaging into the branding.

Suggestions for Development:

  • Experiment with incorporating organic shapes or textures that echo nature, enhancing the park’s identity.
  • Consider resources like “Logo Design Love” by David Airey for refining branding concepts and UnderConsideration’s Brand New for insights into innovative logo trends.

With these refinements, the project would more effectively merge creativity, originality, and function.

Resources

Greg graphic design. Available at: https://www.greggraphicdesign.com/level-2/graphic-design-21-professional-practice-project-3-understanding-visual-identity-assignment-3. (Accessed: 28 January 2025)

Research Task: The Ethics of Gathering Feedback

Ethical considerations are an important element of research, creative practice, or any external aspects to your projects, including how you gather feedback from other people.
Access the Ethics section of the Enterprise Hub, and read through the material. If you are planning to use surveys, interviews, or focus groups as part of this project, follow the ethics process to identify any risks, and develop plans to put measures in place to remedy them.


Summary of the Ethics section of the Enterprise Hub

Ethical considerations are crucial in research and creative practice to ensure activities are conducted safely, honestly, and with care. The ethics process involves identifying and managing risks, adhering to professional codes of conduct, and maintaining dialogue with academic staff and peers. This process helps make projects more robust and aligns them with sector-wide ethical practices.

Importance of ethical considerations in research and creative practice โ€‹
Ensures activities are safe, honest, and conducted with care โ€‹
Helps develop professional expectations

Ethics Process

  • Consider ethics early in the project
  • Discuss intentions with academic staff and peers
  • Document ethical considerations in project proposals and learning logs
  • Identify and assess potential risks using Risk Exposure Rating
  • Submit Ethics Report Form for high or extreme risks
  • Receive feedback and implement additional measures if needed
  • Continuously evaluate and learn from the ethical approach

Defining Risks

  • Risks can impact health, well-being, finances, property, or reputation
  • Ethical considerations focus on negative implications of risks
  • Examples include physical harm, psychological harm, working with vulnerable groups, environmental harm, and legal issues

Case Studies

  • Moral panics: Media attention can cause stress; ethical considerations help build a rationale for creative risks
  • Film shooting: Importance of discussing plans with tutors and following protocols to avoid dangerous situations
  • Trainspotter spotting: Ethical considerations can shape project direction and ensure respectful portrayal of subjects

Assessing Your Risks

  • Use established risk management methodology
  • Likelihood and consequences are measured to determine Risk Exposure Rating
  • Prioritise worst-case scenarios to plan for all eventualities
  • Stress testing helps identify breaking points of plans
  • SWOT analysis identifies strengths, weaknesses, opportunities, and threats

Managing Risks

  • Consider ethics at the earliest stage of project development
  • Put measures in place to mitigate risks
  • Use existing legislation, protocols, and good practices
  • Health and safety guidance, informed consent forms, and public liability insurance are essential tools

Sustainability

  • Manage long-term risks and challenges associated with materials, equipment, and processes
  • Minimise environmental impact and carbon footprint

Equality, Diversity, and Inclusion

  • Ensure equal opportunity and respect for all individuals
  • Consider diversity in images, language, and operations
  • Inclusion involves meaningful consultation and participation
  • Intersectionality recognises multiple factors shaping identities and experiences

To Recap

  • Ethics process helps make projects more robust and professional
  • Follow the ethics process, identify and manage risks, and seek feedback
  • OCA Ethics Committee offers additional advice for high or extreme risk projects

Resources

Learn OCA. (2025). Enterprise Hub, Ethics. Available at: https://learn.oca.ac.uk/course/view.php?id=245#section-7. (Accessed: 27 January 2025)

Research Task 5.1: Product Testing

Brief

Have you ever been invited to test a product and provide feedback? Some companies will test new ideas by distributing early versions of a product to a limited number of people, often in exchange for feedback, reviews, or shares on social media (obviously the latter serving as word-of-mouth promotion for the product). For example, a manufacturer of baby formula might give free samples of a new product to parents, at this point the safety and effectiveness of the product would have already been tested in a laboratory. The purpose of this testing would be about the customer perceptions and willingness to try the new product. Testing might even include variations in the packaging design to test what effect the package might have on customer perceptions of the product. Find further examples of the kinds of testing a research or marketing team might conduct. You can include examples from your own personal experience or resources you find online. Reflect on your findings. How might the research inform your work as a designer? Include your findings and reflection in your learning log.

My respond

I have participated in product testing and provided feedback before through User Testing company. It has given me insights into the processes companies use to refine their offerings through product testing, which is an invaluable phase in the lifecycle of product development, offering insights not just into functionality but also customer perceptions, preferences, and behavioral responses.

What is Mark Research

YouTube, 2025
YouTube, 2025

Examples of Testing Conducted by Research or Marketing Teams

  1. User Experience (UX) Testing
    Companies often conduct usability testing for digital products like apps, websites, or software. In this process, participants interact with prototypes or beta versions while researchers observe. The goal is to identify pain points, gauge ease of use, and determine how well the product meets user needs.
    • Example: Testing a new banking app to see if users can intuitively navigate between pages, find critical functions like transferring money, and complete tasks without confusion.
  2. A/B Testing
    A/B testing involves presenting two or more variations of a product, website, or advertisement to a sample audience to determine which performs better. This is particularly popular in digital marketing.
    • Example: Comparing two versions of a productโ€™s packagingโ€”one with a minimalist design and another with vibrant visualsโ€”to see which appeals more to the target audience.
  3. Focus Groups
    Companies frequently use focus groups to test concepts, prototypes, or marketing messages. The moderator encourages participants to discuss their opinions, preferences, and perceptions in depth.
    • Example: A car manufacturer inviting a group to discuss their reactions to features of a concept vehicle or assess a new advertising campaign.
  4. Field Testing
    Field testing involves distributing products in real-world scenarios to see how they perform under typical conditions.
    • Example: A sportswear company giving athletes free samples of a new running shoe to evaluate its comfort, durability, and performance during training sessions.
  5. Sensory Testing
    Particularly relevant for food and beverage companies, sensory testing evaluates taste, texture, aroma, and appearance.
    • Example: A coffee brand testing a new blend among coffee enthusiasts to understand preferences for bitterness, acidity, and aroma.
  6. Surveys and Feedback Forms
    Surveys are widely used for gathering quantitative and qualitative data about customer preferences and satisfaction.
    • Example: A tech company sending a feedback form to beta testers of a new gadget to gather insights into its usability and suggested improvements.
  7. Cultural Testing
    This ensures that a product, design, or marketing campaign aligns with the cultural expectations and values of different target markets.
    • Example: Testing the colour scheme and symbols on packaging to avoid unintentional offense in international markets.

Reflection on Findings and Impact on Design Work

As a designer, understanding how research informs product development emphasises the iterative nature of design. Feedback loops from testing allow designers to make data-driven adjustments, ensuring the product resonates with its intended audience. This process cultivates empathy for the end-user and sharpens problem-solving skills.

Key Takeaways for Design Practice:

  • User-Centered Design: Testing uncovers insights about user needs and pain points, which are vital for creating intuitive and effective designs.
  • Iterative Improvement: Incorporating feedback and being open to critique during testing fosters continual refinement.
  • Context Awareness: Observing users in real-world scenarios or considering cultural factors ensures the product is relevant and inclusive.
  • Collaboration: Working closely with researchers, marketers, and customers strengthens the alignment between design intent and user expectations.

Incorporating these practices into my design workflow will help me produce thoughtful, user-friendly solutions while staying adaptable and responsive to feedback.

Resources

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