Constraints Every project gives you opportunities to create but also constraints to work to.

Use this hand out to consider the constraints which will affect your project. Constraints What timescale have you got for this project? How could this impact your work? The timescale for this project is 3 out of a 7-day week over the course of 5 weeks. I think this is a suitable deadline for what has to be designed and produced, working to shorter deadlines doesnt necessarily apply pressure but gives more determination to work to a faster pace and produce good quality work over the course of the set time. There could be some minor issues with how I choose to schedule my time in college to produce these pieces, I may often have to tweak my schedule to fit how long each segment of the design process may take in order to reach the deadline. Having a longer deadline or no deadline at all can enough a lag in producing work, often resulting in incomplete or final rushed pieces when the deadline arrives. This isnt suitable and most importantly, not professional - for an up and coming designer and it is important to always be on target and meet the requirements of the company. Are there any resources you will need for this project that you will not be provided with? How could this affect your project? What can you do about this? Resources I will need for my project are a computer, Photoshop software, a sketchbook and pencils for any quick ideas and a SLR camera for my imagery. Most of these elements of equipment are available to me via college but often it can be difficult for me to book out a camera and models. This will be something I will have to do in my time outside of college with my own camera and be brought in at a later date to be uploaded to college Photoshop. This could be difficult in terms of finding models, a suitable location and organising a shoot To overcome this obstacle I will have to plan my time effectively at an early date so that I am thoroughly prepared and organized, leaving things till last minute will affect the amount of time I have set myself for Photoshop production. Overall I estimate it will take me at least one to two days with 3 models to get all the shots I need, I am sticking to the same composition and format roughly for each photograph so that my posters work as a group campaign. What constraints are in place regarding your approach to marketing? Do you think this will help of hinder your project and why? Constraints I am going to have to consider when producing my designs are the requirements of the company, IRN-BRU itself and their individual requirements on how they wish the campaign to be approached. Examples of which are provided by the brief are to promote the re launch of IRNBRU 32, this means I will have to someone incorporate the positives and be enthusiastic about the new product in a way that suits my initial ideas and my target demographic. This will involve me having to conduct research and in looks into what the meaning behind IRN-BRU 32 is and how I can advertise this to consumers. I must always keep on point with my campaign and make sure I do not stray away from what the initial purpose of the campaign is, I must be able to create designs that relate to the product and the company so that it can be recognized easily by the consumer for its trademark name, colour scheme etc. This could hinder my project as it will become more difficult to find relations to the purpose of the product, e.g. 32 I need to ensure the advert can be fully understood by all audiences, not just my demographic to broaden then possibility for a wider audience.

Another constraint I will have to consider is of course the timescale in which I have to complete my project. IRN-BRU have set a total of 5 weeks in which to complete the campaign ready for release, I must ensure that I follow these directions and plan my time accordingly so that I am ready for the closing deadline with a good summary of work. Working to a short deadline may prove difficult in terms of quantity and often I may have to create one piece and alter it to create several versions that could work as a collection. Creating products that are different in terms of theme and purpose from one another can cause a lack of time and concentration in producing good quality work. A single piece that has been well thought out, planned and executed will, in my opinion prove more successful to a company and could easily be replicated in different versions to create a full campaign. What restraints could be imposed by an organisation such as the Advertising Standards Authority (ASA)? How could this impact your project? Restraints I am going to have to consider are Section 4 Harm & Offence, part 4.2 Marketing communications must not cause fear or distress without justifiable reason; if it can be justified, the fear or distress should not be excessive. Marketers must not use a shocking claim or image merely to attract attention. I am using imagery that will be edited to show garish smiles, wide eyes and the illusion of being crazy. This could be seen as inappropriate for young audiences due to its horror nature and I must consider the extent of which I want to take the horror theme so that all audiences can be comfortable with the campaign. This may require a reconstruction of my initial ideas on how to edit my images, I will have to look over my original sketches and refine to fit the demographic. Another restraint imposed by the ASA I will need to consider is, again in Section 4 Harm & Offence part 4.5 Marketing communications, especially those addressed to or depicting a child, must not condone or encourage an unsafe practice. In my poster campaign for IRN-BRU I want to use the image of a syringe or needle full of the IRN-BRU liquid to depict it being injected and making people crazy. I think I will need to seriously consider and rethink this idea as it can be strongly related to drug use or causing physical harm and would no be deemed suitable for younger audiences. Other forms of demonstrating the formula of the product with have to be taken into consideration in order to avoid receiving controversial feedback on the final products. A final restraint that is fitted to my initial idea is Section 3 Misleading Advertising, part 3.11 Exaggeration. Marketing communications must not mislead consumers by exaggerating the capability or performance of a product. This will be related strongly to my tagline It will drive you crazy. I am in no way instigating that the product will indeed drive a person mad, it is merely a figure of speech but could be misinterpreted for meaning to drive someone psychologically crazy. A small disclaimer may need to be added in small print at the bottom of the poster to encourage that the product is an energy drink and perhaps what ingredients it includes to make sure a consumer is fully aware.