Learning Activity – Expressing Meaning

In this LA we were to do as follows:

Choose two words from the list below:

  • Compression
  • Transition
  • Contraction
  • Addition
  • Subtraction
  • Disruption
  • Repetition
  • Elimination
  • Migration
  • Expansion

Also, create a “new” word, which has no dictionary definition, and a meaning that only you know. For example, the word I came up with is “roleean”, it doesn’t appear in the dictionary, but it means, “round and leaning to the left”. You should decide on your own “word” with its own meaning. My typographic treatment of the word “roleean” might involve emphasising/dramatically enlarging the letter “o” within the word, and using italics to have that letter leaning to the side.

2.

Create three different compositions for your three words, one word per composition. In each, arrange each word to express its meaning, using either colour or black and white. Consider all and any means at your disposal: dramatic scale contrasts, cutting, repetition, letter spacing, etc.

Each composition should fit onto an A4 format. Vary the size, spacing, placement and orientation of letters. Be aware of how the word (or words) interacts with the entire format.

Consider the entire format as an important design element: use all available space; don’t simply centre the word – think of this as an opportunity to direct attention throughout the entire layout. Experiment. Play. Push to the edges of the page. Repeat elements if it helps to get the meaning across. Choose a very simple creative solution, if that’s most appropriate.

Use only one typeface for each composition, noting the appropriateness of the choice of typeface to the word explored; you can mix variants of one (light, bold, condensed, capitals, lowercase). You may repeat, omit, slice, block or overlap words or letters.

However, do not use drop shadows or horizontal/vertical scaling (distortion). Consider the entire space of the format as part of the design.

3.

You will have to supply all your preliminary sketches and ideas along with the final layouts – the process of drawing by hand is important.

You can start your project and explore ideas by tracing letters, cutting and pasting computer-generated words, photocopying, photographing or by any combination of these methods. Be inventive. Later, once your ideas are developed, you can use a program such as InDesign, Quark or Illustrator to rework and refine the design. Take time to consider the various options; don’t just do the first thing that pops into your mind. Explore all possibilities for enhancing ideas.

Here are my sketches for the chosen words migration, transition and my own word “photornity”, which is a mix of photography and eternity.

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Here are my final compositions:

 

 

 

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Learning activity – Creating a logo using Gestalt Principles

In this assignment we were to do as follows:

  1. Look at the following 7-eleven logos and consider their shape, form and simplicity of design. The way they communicate and are recognizable.
    7-eleven logo
  2. Identify. In your own words explain what you consider 7-Eleven’s individual Gestalt principle to be. Describe the logo and put it into its own category. 
  3. Pick any 3 gestalt principles and recreate 3 versions of the 7-Eleven logo according to your chosen principle. Be creative and innovative with how you do it. Sketch, plan, do it by hand before digitally creating your favourite in a vector format.
  4. You entire process including sketches and research need to be loaded on your blog as part of this learning activity. 

 

1: In the 7-eleven logo we can identify 4 colors – red, green, orange and white ( white used as a border in the first example of their logo). Their logo has become widely known and is easily recognisable.  The logo is simple, but impactful and striking. By sizing the number 7 bigger, even being in the background of “eleven”, makes your eyes drawn to it first, and making you read “7-eleven” as supposed to “eleven 7”. It is interesting how they chose to have only capital letters in the second logo, apart from the “n” at the end. The “r” symbolises it’s trademark and makes you take the logo more seriously. You can also look at the white border in logo number one and recognise the shape of a cup. This to symbolise that they serve both hot and cold beverages.

2: I can recognise a couple Gestalt principles in the 7-eleven logo:

Closure: The number 7 consists of two different shapes that we perceive as the number 7.

Continuity: The way the number 7 in the second logo arcs to the right leads the eye to “eleven”.

Similarity: The number 7 consists of two rectangles, one of them arched to the right.

3. Here are my 3 sketches:

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I chose to go for number one, symmetry as my vector logo:

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Learning Activitiy – Understanding Ideals

In this LA we were supposed to do the following:

Visit a popular store, like an Apple, Nike, Levi, H&M or an Ikea store. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:

  1. What brand identity element are they using in their logo (e.g. abstract mark or word mark)?
  2. What do you think their brand ideal is?
  3. How do they remain true to their brand ideal within their shops?
  4. Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)
  5. Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)

 

Since I live in a small town, my options were very limited when it came to finding a popular brand store. However, there is a small sports store where they sell popular outdoor brands, such as Fjellreven, which I chose to be my subject in this assignment.

A. Fjellreven’s logo is a fox together with a word mark:logo-fjellreven

It is very recognisable and it is easy to spot Fjellreven amongst the other brands displayed in the shop. On the outside of the clothes they simply use the fox as a logo. The fox represents the ability to endure extreme outdoor elements.

B. Fjellreven’s mission is “To offer outdoor equipment that allows you to spend more – and more enjoyable – time in nature.” They use eco friendly materials such as the “eco shell” and does have a higher price tag than their competitors, but they produce clothes and accessories that are highly durable and will last for years and years.

C. As mentioned, I didn’t get to see one of their actual stores in person, but I did take some photos inside the sports store where they sell Fjellreven. It was displayed neatly and orderly and easily stood out among the other brands.

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D. I can’t say I got much sense of their brand ideal as this was within a sports store and the display of Fjellreven was as most of the other brands. However, Fjellreven’s use of bright colors in their design, and their iconic backpacks stood out and there was easily understandable information about their products, and it was easy to navigate based upon the customers’ needs.

E. The way the products were displayed was as mentioned similar to the way other brands were displayed, however the use of dolls to display their outdoor trousers stood out, and the display of their colorful backpacks was eye catching.

 

 

Learning Activity – Understanding positioning

In this LA we were to do as follows:

    1. Look at the following logos and explain in your own words what you consider their positioning to be (do this for each one).

 

    1.  The Coca Cola Company has managed to establish itself as the leading soft drink manufacturer in the world. People can easily recognise the logo in red and white, and whilst The Coca Cola Company produces a variety of different soft drinks, I think the recipe for the original Coca Cola remains the most popular. They have managed to manifest themselves as a “go-to” drink at any kind of events and people of all ages have some kind of (nostalgic) relationship with the good ol’ “Coke”. The way they have marketed themselves throughout the years is remarkable as they have reached a wide audience with their commercials/ads.

 

The Visa card is something that is used all over the world and is one of the most preferred ways to pay for online merchandise. The logo is easily recognisable and it is probably the card that is preferred for first time users of credit cards. The card is safe and easy to use and is accepted in most places that accept credit cards as a payment method. There are of course other safe and effective credit cards out there, such as the Mastercard, but Visa still stands as one of the leading credit card companies in the world.

 

When I think of Volkswagen I think of sturdiness, reliability and familiarity. Volkswagen was founded in 1938 and was meant to appeal to the middle class. I mean, who hasn’t been in the backseat of a Volkswagen at some point growing up? In recent years Volkswagen has both gained and lost popularity. The fact that they were late to introduce SUV’s had a negative impact on their brand, but they are now focusing on becoming one of the largest e-mobile manufacturers in the world.

 

2: Lets work backwards! Look at the logo on the Apple iPhone and, by doing your own research, investigate the history of the product and the company that manufactures it. Give an outline, in your own words, of what you consider the following to be:

  • Describe its brand identity – exactly as you see it
  • What do you think its positioning is currently?
  • What do you think the strategy for this specific product was?
  • What research do you think was done on this by the company who made it?

 

I’ve personally owned an iPhone since 2008, and I would never switch to anything else. I love the iPhone and I love Apple in general. Apple, to me, represents simplicity and style. I think their phones are sleek and elegant without too much “mumbo jumbo”.  The interface is easy to use and navigate and Apple continuously work on bettering their designs.  The user friendliness and experience is something that Steve Jobs worked on from the early stages of Apple products, and it’s a legacy that the company continues to carry.

As a global household name, I think Apple’s positioning today is it’s extreme user friendly interface system teamed with elegant design. The fact that the iPhone interacts with other Apple units via the OS system is another thing that makes the iPhone stand out.

I think the strategy was to revolutionise the phone and combine it with new technology that enabled the user to connect with the world in a whole different way than ever before. They implemented the iPod, touch screen, email, a true web browser, maps and so much more into the iPhone; No one had ever experienced such a thing before. It was the first smartphone as we know it today, created 11 years ago by Steve Jobs.

Apple has always been keeping a close eye on their consumer base, and responding to consumer demands by evolving their technology even further to not only accommodate their customers, but also as a response to their competition. It was in the cards that Apple would take the popular iPod one step further and implement it into the new iPhone and further develop it’s features that allowed the phone to no longer be “just” a phone, but a communication tool far beyond dialling a number.

3: Now take the same product as in question 2 and explain, in your own words, how the visual element (in this case, the logo) fits in with the brand identity.

The Apple logo (an apple with a “bite) has been subject to various myths regarding it’s symbolism. However, the creator behind the logo, announced that the “bite” was just there for scale, so it wouldn’t look like a cherry. It wasn’t until later on that a colleague told him that “bytes” were the “foundation stones for computing.” It fit well. Along with the nice, crisp design of the apple, you can get a sense of serenity and nature, and the simple, clean approach to the technology and design of the Apple products.

Sources: 

https://edition.cnn.com/2011/10/06/opinion/apple-logo/index.html

https://www.phonearena.com/news/The-evolution-of-Apple-iPhone-a-visual-history_id98169

https://99designs.no/blog/tips/brand-identity/

https://teamwired.com.au/newsroom/2015/12/20/the-evolution-of-apples-brand-identity

LA week 3 – Sketching Techniques

 

This week’s learning activity was as follows:

You are briefed to do an illustration for fruit juice packaging (orange and banana flavour). The name of the product is: Loose Juice.

  • Draw at least 15 scamps (they can be A6 size each) of what the label will look like. Remember to include the fruit, the name of the flavour and the name of the product.
  • Choose one of your sketches and draw the label, using Adobe Illustrator. The artwork can be A6 (landscape or portrait).

 

As I was really sick with the flu last week and parts of this week, I was behind on my assignments. The most challenging thing about this learning activity was to learn Adobe Illustrator, which I have never used before. I followed an online tutorial on Lynda.com, but I still struggled to finish this LA in time. My design is not perfect, nor is it really the style of which I would convey, but it was the best I could do – for now. I’m definitely going to be using all of my spare time to really get to know Adobe Illustrator, as I’d like to develop my own style and really do what I’d like to do without the lack of technical knowledge getting in the way.

Here are my 15 scamps:

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I ended up with illustrating my first scamp, as I really liked the idea of a “globe”. The banana acts as the degree finder, and I thought it would be fun to incorporate the two fruit elements in this way. As you can see, it is far from perfect, but I am happy I was able to create something at least. Here is my final illustration:

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Thanks for reading!

Marie x

LA Week 2 – Q3

Here is our third learning activity for this week:

You are given a teaspoon as an object. Now apply each one of the SCAMPER techniques to it and give a brief explanation of what new product comes of this and how it can be marketed.

Scamper-method:

S – Substitute (Can I replace something?)
C – Combine (Which can I combine it with to make it better?)
A – Adapt (Can I adapt this to something else or can I copy something from other places?)
M – Magnify/modify/minimize (What can be changed/made bigger?)
P – Put to other use (Can I use it for something else?)
E – Eliminate (Can I remove something?)
R – Reverse/rearrange (Interchange components, put things in a different order?)

This was a fun task. As I took a teaspoon out of the drying stack it was still a bit wet (I had just done the dishes) and a small drop of water trickled down the shaft. This made me think of when I eat soup – often times the soup trickles down the shaft of the spoon and onto my fingers. What if I could prevent this from happening and how? My idea is to put a lid around the spoon, which is removable for easy cleaning. The whole shaft and spoon would be made of food grade silicone which has the following benefits:

  • Highly resistant to damage and degradation from extreme temperature
  • Doesn’t harden, crack, peel, crumble, dry out, rot or become brittle over time
  • Lightweight, saves space, easy to transport
  • Made from an abundant natural resource
  • Non-toxic and odorless – contains no bpa, latex, lead, phthalates,
  • May be 100% recycled at select locations; non-hazardous waste

Furthermore, the spoon shaft can be filled with water, and put in the freezer. This way you can use the spoon as you would an ice cube. The spoon shaft will come with a cork. Keep your drink chilled!

At home, we sometimes makes noodle soups with vegetables (ramen) and it’s hard to eat just with a spoon, as it is difficult to grip the noodles with a spoon. My idea is to combine both a fork and a spoon, adding the fork tips to the edge of the spoon (did I use the word spoon enough here?).

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How did I use the scamper method, you ask?

Substitute: The lid can be removed, and the spoon will come in different color combinations so you can customise your own spoon.

Combine: I have combined a fork and a spoon to make it easier to grab slippery contents in your soup, for example.

Adapt: The spoon head will be offered in both a regular spoon, fork and a fork/spoon combo. The customer can choose to buy just one or both. You can also choose the colors of the spoon head.

Modify: I’ve modified a regular spoon into a combination of a fork and a spoon.

Put to other use: You can also use the spoon as a cooler for your beverage, or stick it in your child’s lunch box to keep the food fresh.

Eliminate: You can choose to use the lid on for your spoon or not, as it can be removed. You can also replace the fork/spoon head with a regular spoon or fork head.

Rearrange: You can customize your own spoon/fork combo with different colors.

 

How can this be marketed? 

Well, as a mother of two children I see both the benefits and the fun in these spoons/forks. Not to mention the functionality. I could see my kids picking out their colors to make it their own! The fact that it is made entirely out of food grade silicone makes it completely safe to use and environmentally friendly. Both children and adults could have great use of this spoon, as it has many functions. You can easily bring these with you wherever you go, as they are lightweight and will surely bring attention!

 

Further, the second part of this assignment is as follows:

You have to design packaging for rice. The packaging has to be different from what is out there in the market. Apply each one of the SCAMPER techniques and do a write-up on your findings. Then choose the option that you think would work best and do a sketch of what the packaging would look like.

I brainstormed and came up with these key words:

  • Rice dispenser
  • Unprocessed rice in different varieties
  • Wheat bran containers
  • Rice processing
  • Bring your own container and get 10% discount

It took me a while to figure out how I can make a different design to an already saturated market with rice packaging. In this assignment I have chosen to focus on sustainability, the environment and the overall better health for the consumer. So I came up with the idea of a rice dispenser that would allow the consumer to fill their own sustainable container (in various sizes with a set price) made out of edible wheat bran, or choose to buy a biodegradable plastic container with a measurement device attached. If the consumer decides to buy the biodegradable plastic container and bring it back for refill, they will get a 10% discount. This to encourage the consumer to think about the environment as well as saving money. The rice will be unprocessed (better for the environment and also an healthier option) and come in a few different varieties, depending on what rice you want.

The nutritional aspect is important as plain white rice has far less Vitamin E, Thiamin, Riboflavin, Niacin, Vitamin B6, Folacin, Potassium, Magnesium, Iron and over dozen other nutrients.  Added to that, the dietary fiber contained in white rice is around a quarter of brown rice. Furthermore, the process of making white rice has a negative impact on the environment as you use more energy and also the process of adding back synthetic vitamins into the rice requires laboratory work and is produced in factories using chemicals that is dangerous for the environment.

The biodegradable plastic will be made out of components of rice waste, to furthermore increase the benefits of using rice, and it is a nice concept as the rice itself will be packed into it’s origins!

The wheat bran containers are, as mentioned above, completely edible and free of any harmful chemicals and are simultaneously bio-based, biodegradable within 30 days. Win-win!

Furthermore, the rice dispenser itself will also be made out of biodegradable plastic.

How I applied the Scamper-method: 

Substitute: What can I replace? Well, I could replace the dispenser with drawers where you would use a spoon to fill up your container. However, I think the rice dispenser is a more hygienic option.

Combine: I combined the option of having two different containers to choose from. Either the edible wheat bran container or the biodegradable plastic container which comes with a measurement device.

Adapt: The wheat bran container could be made into a yummy granola/cereal mixture!

Magnify/Modify: All the containers could be magnified/modified in different sizes, depending on the consumers’ needs.

Put to other use: The biodegradable plastic container with the measurement device could be used to store other kitchen essentials, such as flour, sugar, etc.

Eliminate: I could choose to eliminate either one of the different containers, but I feel like they are a good option combined. I could also choose to only have one option of unprocessed rice, however in this case I also feel like it is a good idea to have a few varieties.

Reverse/rearrange: I could choose to rearrange the rice dispenser from a simple “drop down” solution to a solution where the dispenser has a measurement cup right beneath the dispenser. Simply fill the dispenser until desired amount. I realise this could also fall under the modify-category.

Here is my sketch:

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Thank you for reading!

Marie x

 

 

 

 

 

 

 

 

LA week two – Q2

This week’s LA is as following:

Use the Internet to research the history of the fast food chain McDonald’s and explain which parts of the SCAMPER model are evident in its development onto its current success.

The scamper method is a tool creative professionals use in order to encourage creative thinking and idea development, implementing it into the creative process and using it to develop creative ways to further develop ideas and design in a number of areas.

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S – Substitute (Can I replace something?)
C – Combine (Which can I combine it with to make it better?)
A – Adapt (Can I adapt this to something else or can I copy something from other places?)
M – Magnify/modify/minimize (What can be changed/made bigger?)
P – Put to other use (Can I use it for something else?)
E – Eliminate (Can I remove something?)
R – Reverse/rearrange (Interchange components, put things in a different order?)

I will be implementing the Scamper Model into my assignment by highlighting the different elements of the model into the text.

The first McDonalds restaurant was opened in 1940, by the brothers Richard and Maurice McDonald. It was first named “McDonald’s Bar-B-Que” and had 25 menu items, mostly barbecue. In the earlier days of the restaurant, they had mostly been selling hotdogs, but they quickly discovered that hamburgers were the most selling item on the menu. They decided to close down their carhop drive in to establish a different and more simple concept containing mostly hamburgers, potato chips and apple pies. The menu was reduced to containing only 9 items (swapping out potato chips for french fries and apple pie for milkshake, for example). They had greatly (E)eliminated several items from their menu. The restaurant reopened in December, now with a new name; simply “McDonalds”. The kitchens had been (A)adapted and (R)rearranged to a more efficient assembly line. In this we can learn that the brothers used the element of (M)magnifying/modifying their restaurant in order to accommodate the market demands.

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In 1952 the brothers hired an architect named Stanley Clark Meston to redesign the exterior of their restaurant, as they wanted a more eye catching appearance. The famous “Golden Arch” was introduced as well as new tiling and new color schemes.            Further marketing techniques were implemented to change McDonald’s from a sit down restaurant to a fast food chain. They turned down the heating to prevent people from lingering to long inside, fixed and angled seating so the customer would sit over their food promoting them to eat faster and spreading the seats further apart to prevent people from socialising. Cone shaped cups forced the customers to hold their drink while eating, and in turn this would speed up the eating process. By (M)modifying to these changes the term fast-food was established as to what we know it is today.

In 1953 the brothers set out to find franchisees, and the second one of the franchisees is the still standing McDonalds restaurant in Downey, California.

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McDonalds in Downey, California

In 1954, Ray Kroc, a seller of Prince Castle brand Multimixer milkshake machinestook, took a great interest in the brothers’ company and eventually suggested he take the major responsibility of setting up new franchises throughout the country. The brothers were to receive one-half of one percent of gross sales. Kroc decided to repaint all the franchises with a color scheme and he chose yellow and white, with dark brown and red being secondary trim colors. By 1958, there were 34 restaurants. In 1959, the total was 102 locations. By (C)combining their company with a new partner the company was now quickly growing. Their company was (M)magnifying again.

Kroc had seen the impact advertising could have, and in 1960 he launched the “Look for the Golden Arches” campaign. Advertising had proven to be one of the key factors to McDonalds success through the years. In 1962 they introduced the Golden Arches logo, which still stands to this day. They also wanted something that would appeal to children, and they soon after launched the red hair clown called Ronald McDonald, who is still prevalent in McDonalds advertising program to this day. (C)Combined with these elements of their new approach to advertising, McDonalds experienced even higher sales boosts, in the following years, due to increased knowledge about marketing skills. They paid close attention to customer demand and (A)adapted to these demands accordingly.

After (E)eliminating some not so popular meals (such as the Hulaburger), in 1968, the classic Big Mac was (S)substituted and introduced to the market. This menu item is still popular today and has proved to be an iconic item for McDonalds.

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Fred L. Turner became the company’s president and chief administrative officer in 1968. Turner was responsible for determining “the maximum number of hamburger patties one could stack in a box without squashing them and pointing out that seconds could be saved if McDonald’s used buns that were presliced all the way through and were not stuck together in the package”.” By (M)modifying to these changes he has been a key to McDonalds world famous success.

In the late 60´s, McDonalds indoor seating was still limited, but in 1969 they decided they would accommodate their customers better and introduced a new design for their restaurants called the “Mansard roof“, with a natural brick and cedar shake look featuring indoor seating. Again, by (M)modifying their restaurants they were responding to both critics and market demands.

The EggMcMuffin was introduced in 1972 as a response to customers who were craving a breakfast menu. McDonald’s (A)adapted their menu and added a full breakfast line to its menus in 1975. In 1979, the “Happy Meal” for kids was added as well, featuring a toy. Braille menu was introduced in 1979, which was a really nice gesture towards their blind customers. Again, they hit the spot with their marketing strategies and creative thinking.

As a way of providing an even faster experience for their customers, McDonalds introduced their first drive through window in Arizona. By (M)modifying to these changes, they experienced huge success and improved their sales even more.

McDonalds continued to grow their empire in the 1980’s. By 1988 they had opened their 10 000th location! They continued to (A)adapt their menus to accommodate to their customers tastes, and did continual research into the consumer market. They (E)eliminated McChicken and (S)substituted it with Chicken McNuggets. In 1985 salads were introduced on the menu, catering to a more healthier option for their customers.

McDonalds wanted to take a more environmentally friendly approach to what they served their food in (paper instead of plastic) and what the interior was made of. They decided they would use recycled material to produce tables and chairs etc. In 1990 they launched McRecycle and “included a commitment to purchase at least $100 million worth of recycled products annually for use in construction, remodelling, and equipping restaurants.” By (M)modifying and (A)adapting to these changes they were now part of a new global awareness for the environment and has contributed to a reduction in the material waste stream.

By the mid 90’s, McDonalds had experienced some blunders when it came to new menu items, and there was increased competition in Burger King. They were forced to (E)eliminate several unpopular items from their menus. In response to these difficulties, McDonald’s drastically cut back on its U.S. expansion. However, by 1998 McDonalds was on the rise again, particularly by investing in other fast food chains, such as Chipotle Mexican Grill. The introduction of the “McFlurry” was added to their menu and turned out to be a customer favorite, along with other tastier sandwiches. They also decided to (R)rearrange how the structure of their menu was laid out. This system was dubbed “Made for you” and aimed to deliver to customers “fresher, hotter food”; enable patrons to receive special-order sandwiches and allow new menu items to be more easily introduced thanks to the system’s enhanced flexibility.” This allowed the kitchen to make hamburgers from orders instead of stockpiling. However, the “Made for You” system backfired. Although many franchisees believed that it succeeded in improving the quality of the food, it also increased service times and proved labor-intensive. The system was eventually (E)eliminated.

In the early 2000’s, McDonalds started to offer a low-calorie menu, as customers were filing lawsuits claiming McDonalds had contributed to obesity/overweight problems. (A)Adapting their menu was crucial at this point.

Since the 1960´s, “no loitering” had been McDonalds’ motto. He wanted people in and out of the restaurant quickly, and thus offered limited seating without much comfort. However, in 2006 they adopted their first new redesign since 1969, called “Forever Young”. This included three different zones, each to accommodate each customers needs and wants. Customers could now linger comfortably in one of the zones (this in an effort to make people spend more money), while if you were in a hurry there was also a zone for that. The menu was further tweaked to more healthier options. By (M)modifying, (R)rearranging and (A)adapting to these new marketing strategies and new design, McDonald’s continued to gain popularity.

In 2010, McDonalds decided they wanted a more user friendly and more appealing US website, changing it to a sleeker, HTML 5 friendly interface. The pictures of the food used in online commercials, TV commercials and all around advertising was now more up close and more eye catching. Here we can see how they (A)adapted and (R)rearranged their marketing strategies.

In response to declining profits in the previous years leading up to 2015, McDonald’s decided to offer their breakfast menu all day. By (M)modifying their menu to this option, the company’s fourth quarter earnings “easily topped analysts’ forecasts”.

In 2016 McDonald’s (E)eliminates the Step-It activity tracker, due to reports of skin irritation. This was a device that kids wore on their wrist, and was given away with Happy Meals in the US and Canada.

In 2018 McDonald’s has now banned/(E)eliminated plastic straws in their UK- and Ireland locations, in efforts to be even more environmentally friendly.

 

This was a short look into the history of McDonald’s and how we can see use of the Scamper-model in their marketing- and design ideas. I hope you liked it!

 

Sources: Wikipedia and McDonalds.com