LO3: Evaluate how the created materials meet the technical and aesthetic requirements of the client's brief

Technical and Aesthetic Requirements of the Client’s Brief:

Here are the technical and aesthetic requirements that Ktea, the client, have outlined in their brief:

Technical Requirements

1. Clarity and Legibility:

   • Text Readability: Ensure all text, including product names, descriptions, and branding, is clear and easily readable.
   • High-Resolution Graphics: Use high-resolution images and graphics to ensure clarity and professionalism.

2. Consistent Branding:

   • Logo Placement: The Ktea logo must be prominently displayed on all advertisements and loyalty cards.
   • Brand Colors: Use the brand’s specific colour palette consistently across all marketing materials.

3. Ease of Use and Understanding:

   • Intuitive Layout: Design layouts that guide the viewer’s eye naturally through the content, making it easy to understand at a glance.
   • Clear Calls to Action: Include clear and concise calls to action where necessary, such as instructions on how to use the loyalty card.

4. Target Audience Relevance:

   • Youth Appeal: Design elements should cater to the preferences and interests of teenagers and young adults.
   • Social Media Compatibility: Ensure designs are suitable for sharing on social media platforms.

Aesthetic Requirements

1. Visual Appeal:

   • Colour Palette: Utilize a soft, pastel colour palette that is inviting and aligns with Ktea’s brand identity.
   • Attractive Imagery: Incorporate visually appealing images of the products, such as fresh fruits and beautifully prepared bubble tea.

2. Modern and Trendy Design:

   • Minimalist Design: Opt for a clean and minimalist design to keep the focus on the products and the brand.
   • Artistic Elements: Include subtle artistic elements like marbled backgrounds to add visual interest without cluttering the design.

3. Brand Personality and Storytelling:

   • Natural Ingredients Emphasis: Highlight the use of fresh and natural ingredients visually engagingly.
   • Youthful and Energetic Tone: Use design elements that convey a sense of fun, energy, and freshness, resonating with a younger demographic.

4. Engagement and Interaction:

   • Dynamic Visuals for Videos: Ensure promotional videos are engaging, showing the process of making bubble tea and the enjoyment of the product.
   • Social Proof: Include images or clips of happy customers, particularly young people, enjoying Ktea products to build trust and relatability.

How the created adverts met the technical and aesthetic requirements 

Loyalty Card

1. Clarity and Legibility:
• Text: The Ktea logo and text are clear and legible, ensuring that the branding is easily recognizable and readable at a glance.
• Graphics: The images of various fruits and the bubble tea cup are distinct and well-defined, making it easy for customers to understand the visuals without confusion.
2. Consistent Branding:
• Logo Placement: The Ktea logo is prominently displays the design, reinforcing brand recognition. The consistent use of the logo across all materials maintains brand identity.
• Colour Scheme: The pastel colours align with Ktea’s overall brand aesthetic, ensuring a cohesive look that matches other marketing materials.
3. Ease of Use:
• Design Layout: The layout is simple and intuitive, making it easy for customers to understand how to use the loyalty card. The positioning of elements effectively guides the user's eye.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: Using soft, pastel colours creates an inviting and appealing look. These colours are aesthetically pleasing and align with current design trends.
• Fruit Imagery: Including various fruits enhances the visual appeal and emphasizes the natural ingredients used in Ktea’s products.
2. Modern and Trendy Design:
• Minimalist Approach: The clean, minimalist design is contemporary and aligns with modern aesthetic preferences. This simplicity ensures that the card looks sophisticated and stylish.
• Artistic Background: The marbled background adds a subtle, artistic touch that makes the card visually interesting without overwhelming the main elements.
3. Target Audience Appeal:
• Youth-Friendly: The playful yet elegant design elements cater to a younger demographic, a significant part of Ktea’s customer base. The trendy design is likely to appeal to teenagers and young adults.

Social Media Posts

1. Clarity and Legibility:
• Text: I made sure the text was clear and legible, using a large, readable font that stood out against the background. This ensures that the message is easily understood at a glance.
• Logo Visibility: I prominently displayed the Ktea logo at the top left and on the cup, making it easily recognizable and ensuring consistent branding across posts.
2. Image Quality:
• High Resolution: I used high-resolution images to ensure the posts look professional and attractive on all devices, maintaining sharpness and clarity.
• Product Focus: The focus on the drinks ensures that the product is the main highlight, with no distractions from the background or other elements.
3. Consistency Across Platforms:
• Brand Colours: I maintained Ktea’s brand colours, using pastel shades that align with the overall aesthetic, ensuring a cohesive look across all social media platforms.
• Design Elements: Consistent use of design elements like the heart-shaped lid stopper and fresh fruit/milk tie the posts to the Ktea brand identity.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: I chose backgrounds and text colours that complement the drinks 
• Composition: The composition places the product centrally, with accompanying fresh strawberries, enhancing the natural and fresh image of the drink.
2. Modern and Trendy Design:
• Minimalist Approach: I adopted a clean, minimalist design that is contemporary and aligns with modern aesthetic preferences. This simplicity ensures that the post looks sophisticated and stylish.
• Use of Space: The designs use negative space effectively, making the text and product stand out without clutter.
3. Target Audience Appeal:
• Youth-Friendly: The playful yet elegant designs cater to a younger demographic, a significant part of Ktea’s customer base. The trendy design and vibrant colours will likely appeal to teenagers and young adults.
• Engagement: The visual elements are designed to be "Instagrammable," encouraging social media engagement through likes, shares, and comments.

Promotional Video 

1. Clarity and Legibility:
• Text Overlays: I ensured that any text overlays in the video, such as the drinks he was making, were clear and legible. Using a large, readable font with high contrast against the background ensures that viewers can easily read the information.
• Logo Visibility: The Ktea logo is prominently displayed at key points in the video – at the beginning, during the preparation process, and at the end. This consistent branding reinforces brand recognition.
2. High-Quality Footage:
• Resolution: I used high-resolution video footage to ensure that the video looks professional and sharp on all devices, from mobile phones to large screens.
• Lighting and Angles: The video is well-lit, and I used appealing camera angles to showcase the preparation process and the final product. This enhances the visual quality and makes the content engaging.
3. Sound Quality:
• Clear Audio: I ensured that the background music was clear and of high quality. The audio levels were balanced so that the narration was easily heard without being overshadowed by background sounds.
• Music and Effects: The background music is upbeat and lively, aligning with the energetic vibe we want to convey, especially to our younger audience.

Aesthetic Requirements

1. Visual Appeal:
• Colour Palette: I used a colour palette that aligns with Ktea’s branding, including pastel and vibrant colours that make the video visually appealing. This consistent use of colours ties the video to the brand’s aesthetic.
• Fresh Ingredients: The video features close-up shots of fresh ingredients, such as freshly cut mangos, to emphasise the quality and freshness of the products.
2. Modern and Trendy Design:
• Editing Style: To keep the video engaging, I adopted a modern editing style with smooth transitions and dynamic shots. The pacing is quick enough to hold viewers’ attention but slow enough to clearly show each step of the preparation process.
• Graphics and Animation: Subtle graphics and animations are used to highlight key points and add a modern touch to the video. These elements make the video more engaging and visually attractive.
3. Target Audience Appeal:
• Youth-Friendly: The video features youngsters aged 15-18 enjoying the bubble tea, making it relatable to our target demographic. The scenes are lively and fun, reflecting the energy and lifestyle of our younger audience.
• Engagement: The video is designed to be engaging, with captivating visuals and relatable content, such as friends talking and enjoying the food and drinks. This is intended to encourage viewers to share the video on social media, increasing its reach and engagement.