ACQUIRING COMPETENCIES
Introduction
There were many competencies that were covered in the Media Design MFA program at Full Sail University. I possessed many of them, but still learned something new about each.
TIt may have been a tool I had not had the opportunity to use before, or a different way to do something, each added value to my skill sets. Following are the ones that stand out.
soft skills
Time management - There were several soft skill that I was able to grasp and master. Time management has always been a struggle for me. Taking the time to utilize the production schedule and fine tune it to my specific needs enabled me to better manage my week. This was a skill that became more important through the dissertation project process as I have family responsibilities, a full time job, and need to get work done to a high standard. This will be especially beneficial in my next job as the objective is to work from home. Being able to manage my time will be critical.
Writing – Although I am a competent writer, my skills were not in synthesis and narrative writing. I used feedback from my instructors to fine tune and each writing assignment got better. Additionally, the change over from the 6th edition to the 7th edition APA manual caused some angst, but was able to correct my issues with in-text citation. This competency transfers to branding and telling the clients story through the branding and marketing designs being created.
Collaboration – while travelling the degree path at Full Sail University, and the fact that this is a virtual program, learning to collaborate through virtual platforms was a necessity. Due to the struggle getting others to participate I honed my skill at facilitation in order to get good content for the required design discussions. Additionally, I became adept at recording the meetings as well as using the Zoom application. This will most likely be one of the primary means of communication with co-workers when working remotely.
Brand proficiencies
Brand voice – developing brand voice through copywriting for marketing campaigns that meet the needs of the client. The ability to lend a voice to a brand that can be carried across multiple platforms is a valuable skill and can be utilized in many careers in the media design genre. I did not really understand it at the beginning. The process of developing the Lucky Dog copy started to clarify things. Everything clicked into place with the Enforcers project. Coordinating the vision board with the playbook Was the final piece of the puzzle. In future occupations there will be a need to either develop a brand voice, or follow an already established voice, in the designing of brand assets and marketing materials.
Understanding Target Markets – it is necessary to understand who a brand is being directed at. For example, the Lucky dog rescue demographic is different than the Enforcer hockey fan-base. Thus the voice of the brand comes across differently. I learned that developing a persona is a good way to make sure the marketing is being directed to the right person. The choice of models for the Enforcers swag is directly associated with the information gleaned from the brand profile to ensure it is appealing to the right consumers.
Brand differentiation – this competency revolves around comprehension of the client needs and an awareness of the industry and competition. I had not realized the importance of designing a brand to stand out, not only from rivals but also from the barrage of advertising that consumers are faced with every day. I gained mastery through researching other similar brands for each piece of work I did, starting with the Earth Day assignments and continuing through the dissertation design process. This impacts every type of future work I do in that success of the brand I work on will depend on the return on investment of that work. The more I differentiate positively, the better the return.
Sonic branding – The sound associated with a brand. I did not even know this was a thing. I was aware of certain sounds associated with a brand, but never gave it consideration, even though every time I did a restart on my Mac it made that sound. I developed a greater appreciation for this aspect when I did my motion-graphic for my thesis project.
I wanted a sound that was associated with the brand and came up with a compilation of a hockey stop sound with arena noise and the goal horn. It is just 5 seconds long, but memorable. I plan to use this in the future as it utilizes another sense to gain brand recognition expanding how to reach the target audiences.
Brand strategy – The long-term plan to achieve set outcomes that increase revenue through consumers recognizing, using, and becoming loyal to the brand. As I am not a strategic thinker, this was an important competency for me to learn. Essentially, the strategy revolves around the client and their mission and the outcome they want. For the thesis project, it was based on reviving a team that had been unsuccessful in the past but had the potential to thrive due to the success of the NHL team the city now hosts.
Having a strategy made the design decisions easier. If it didn’t fit within the plan, it was eliminated. Being able to plan is valuable no matter what I do.
Design Competencies
Design research – design research is something that I think will need to be done no matter which job I take. Yes, I realize there may be less depending on the position; however, if unfamiliar with the other similar products or services out there, how does someone design marketing materials that stand out? In the more involved posts, the need to dig deeper may be necessary to truly define the client’s needs. For example, the outcome a client wants is to increase revenue, but, they do not realize that the drop in revenue isn’t based on the actual advertising, but changes they made to lessen manufacturing costs, as was the case with the Pepperidge Farm™ Milano Cookies (Nix, n. d.).
Without the research, that would have been overlooked and the campaign created would not have worked. This skill became crucial to the dissertation project but was relevant for all design challenges and will continue to be important.
Ideation – The formation of concepts and ideas (Merriam-Webster Dictionary, 2022). This is a skill that I needed to hone. It is also one that is useful across multiple platforms as it is a highly sought-after soft skill, sometimes called problem solving. I utilized brainstorming and sketching throughout the program to complete the assignments, written and design. I had never really had to tackle a design project as large as the thesis, so I did not realize that I needed to work on this competency until I got started on the vision board. I hit a wall and that is reflected in the grade for that course.
I did not want that to happen again, so I got better at idea generation. This is obviously a skill that will be used in the future.
Critiquing – both self and for others. This is one of the skills that I owned but had to relearn. I came from schooling that had brutal critiques. I had to learn how to give solid feedback without the scathing and hurtful language that was taught to me during my undergraduate degree. Additionally, eliminating phrases such as “I like…” and “I don’t like…” and replacing them with specific wording like “the line quality…” or “They typography is not cohesive…” makes it about the work and not the person (Cheng, 2022). Obviously, the ability to give feedback in any setting is valuable but being able to do it in a non-hurtful, constructive way is priceless.
Hierarchy – showing order of importance through the way things are arranged. Although I was already good with hierarchy, there were aspects that I did not understand, and now do. For example, using color, contrast, grouping, and using size, as well as keeping the rule-of-thirds in mind. Hierarchy is not just about importance, but also visual interest, keeping the viewers eye on the information for as long as possible. This is something that is valuable in across the board, no matter what job I hold. I have already started teaching my co-workers, now I need to break their clipart habit and all will be good.
Gestalt – The whole is worth more than the sum if it’s parts. I had heard this but never really know what it meant with the exception of teamwork. Playing a team sport, I realized that a player might not be the best, but put on a line with the right teammates, and they could do amazing things. I never applied it to design until I started digging into the Thesis project. Once I saw each piece come together, whether it was the billboard or the whole play book, it started to make sense. Each individual part was good but put together it created a strong visual message. The ability to recognize what does and doesn’t work, will ensure everything I do is top shelf.
Prägnanz - Part of gestalt theory, the perception of forms in the simplest way that is the most stable and meaningful. This was something of which I had never heard. It played a huge role in my redesign of my logo, though. Reducing things to their simplest form made it easier to read and more versatile. This is something that I will be using forever, not just in my role as a designer but in everyday life as well.
Semiotics – the study of symbols/signs and their meaning and use. I did not know this was an actual path of study, but realize how important it is, especially across cultures. The star is very symbolic across a multitude of cultures, and religions. It has been used a lot, but, because of its meaning and the iconography associated with Las Vegas, it worked. Now that I understand what it is, I will be doing more research into the symbolism of shapes when designing logos, which is something I want to do in my future endeavors.
Shape Psychology – The meaning of shapes. I did not know that there was meaning behind shapes when I started this degree path. Once I found that out, I started looking at the meaning behind shapes, and realized the value of understanding that. Knowing the star signifies luck, and that triangles are aggressive and sharp, it was the perfect addition to a hockey logo. I now feel that I can use shape in better ways to send a message without using words. I also know that I can make better typographic choices due to this understanding, as the letter shapes themselves say something about the message.
Typography – understanding typography and how to use it. There are several components to competency in typography. I am putting it together because they work together. I like typography but made quite a few mistakes in the beginning. I have since learned how to do several things that make my designs better. First, take time at the beginning of a project to find several fonts families with a wide variety of variations that will work. Do not rush this step. Second, find one significant complementary font that can be used for creating visual interest and stands out. Third, don’t go overboard, stick to three fonts.
And finally, it is acceptable to modify a font to meet a need, for example, in a logo. I grasp this much better now and will use this competency immediately.
Motion graphics – Animating a design with text as the main component. To be honest I was terrified of motion graphics when I first realized that it would be part of this program. I appreciated the early course that had us animate the Alexander Girard signature as it
gave me a simple way to learn Adobe™ After Effects. Of all the programs I used, this is the one that I needed to learn and become competent in, which I did. I definitely can learn more, but feel that I can utilize it in future projects.
Conclusion
Conclusion – compiling the other things. I want to mention that I became much better at the things that I was already competent at. For example, I learned new ways to use Illustrator and Zoom, became more proficient at InDesign, Photoshop, Premier Pro, and Audition. Although I doubt that I will be writing copy, learning what a tagline, call to action, and a persona is will figure into the work I will be doing. The proficiencies that revolve around film, such as pacing, and editing will probably be used as well as I do not really know what my ideal job is. Color theory is something that I am very familiar with and I know to look at the meaning before going ahead with a project. Overall, I learned something about every competency, whether I was already proficient or not and will take that knowledge into whatever career I choose.
References
Cheng, K. (2022). How to survive a critique: A guide to giving and receiving feedback. Retrieved from AIGA the professional association for design: https://www.aiga.org/resources/how-to-survive-a-critique-a-guide-to-giving-and-receiving-feedback
Lakovlev, Y. (2022). Shape psychology in graphic design. Retrieved from Zeka Design: https://www.zekagraphic.com/shape-psychology-in-graphic-design/
Merriam-Webster Dictionary. (2022). Ideation Definition. Retrieved from Merriam-Webster: https://www.merriam-webster.com/dictionary/ideation
Nix, B. (n. d.). Brand Strategy.
P
ruitt, A. (2019). How to remove plosives in your audio with adobe audition. Retrieved from You Tube: https://www.youtube.com/watch?v=q0igT4GWdcw