"Alright everyone, welcome! Over the next two weeks, we're going to be diving deep into the world of target audience research and branding. This is absolutely crucial for anyone working in media, marketing, or entertainment – because if you don't know who you're creating for, you're creating for no one.

So, get ready to put on your researcher hats and your creative thinking caps! These first two weeks are all about laying the foundation for a successful 'Livewire' launch, and it all starts with understanding our audience."

Unlocking the Secrets of Your Target Audience: A "Livewire" Journey

Next Lets explore Individual Interests

Fuelling Livewire

Explore the areas and produce research information on the following, adding images where possible

Gaming

Music

Social Activism

Fashion and Style

At the end of your research you need to write how your research findings will help inform your ideas, for example;

My research into Gen Z's interests, hobbies, music, and social activism reveals a generation with diverse passions and an openness to varied ideas. This suggests I can confidently share my own perspectives with them. They are deeply engaged with digital culture, favoring online interaction and exhibiting a strong preference for curating personalized playlists of music, films, and TV shows, often enjoying repeated viewings and listenings. Therefore, the landing page must be designed to attract this diverse Gen Z audience. However, to maximize subscriptions, it's also crucial to consider and appeal to a secondary audience, ensuring broader reach and engagement beyond the core Gen Z demographic. 

In your groups, develop a short pitch for a piece of content they believe would be successful on "Livewire," explaining why it would appeal to their chosen target audience. 

Crafting a brand identity which resonates with your target audience

As I am not in today (mon) I have posted the tasks for you to complete within the presentation, please try and get through this today

your logo sketches are super important and will be required for submission of this project 

For this part of the research you need to 

• Write your definition of the livewire brand

• Give examples of why livewire is being created

• What is the history of the brand or is it a totally new concept

• How can you connect emotionally with your target audience

• Look at 3 existing streaming logos and identify their colour palette, typography and logo elements, where do these colours appear in their marketing and product

you can use canvas colour palette generator for your palettes

• Explain what you will do do achieve a consistant brand voice

• Create some logo sketches for livewire, or use a logo building website such as canva - moving forward you will each need to produce your own landing page so you can choose whether to stay with the colours and logos you have decided as a group or build your own . 

Lesson 2 

Decoding Visual Languages in Posters 

This presentation is for information only to help you, the work you need to complete for this part of the research is below under your task

Hierarchy & Hierarchy of Types

Hierarchy here refers to the arrangement and prioritization of visual elements to guide the viewer’s attention:

• Hierarchy of Visual Elements:
  Use size, color contrast, placement, and focus to establish priority. For example:

  • The movie title is typically the most prominent text, drawing immediate attention.

  • The main character(s) or central image is given visual dominance through positioning (center or foreground) and size.

  • Secondary text like actor credits, taglines, or release dates are smaller or placed towards the edges.

• Hierarchy of Types (Typography):
  Different font sizes, weights, and styles create textual hierarchy:

  • Bold, large fonts for the title.

  • Medium fonts for taglines.

  • Smaller fonts for credits or legal text.
    This structuring helps the viewer scan and understand the key information in a natural order.

Purpose: Hierarchy ensures viewers absorb essential information first and builds a visual flow.

Action Codes (Roland Barthes)

Action codes are signifiers that imply or depict actions or sequences related to the movie narrative:

• Use images or symbols that suggest key dynamic moments or tension points from the film (e.g., a character mid-motion, a weapon drawn, or an approaching threat).

• These codes hint at what will happen or the emotional tone, moving the narrative forward.

• In the poster, action codes create excitement and anticipation, inviting viewers to imagine the unfolding story.

Example: A superhero movie poster might show the hero flying or preparing to fight, indicating imminent action.

3. Enigma Codes (Roland Barthes)

Enigma codes introduce mystery or unanswered questions to engage viewer curiosity:

• Incorporate ambiguous or unresolved elements, such as:

  • A shadowy figure with an obscured face.

  • Partially hidden objects or cryptic symbols.

  • A tagline posing a question or hinting at secrets.

• The goal is to provoke questions in the audience’s mind (e.g., Who is this character? What will happen?), enticing them to seek answers by watching the movie.

Example: A thriller poster might show a mysterious locked door or a faint outline behind fog suggesting hidden truths.

Elements of a movie Poster

How do you take a photo for a poster?

List the considerations you need to make when taking your shot. 

In groups, create a poster using the codes and conventions you have learnt. 

Ensure you all have your own photo to edit into a poster. 

Practical Synthesis in Poster Design:

• Start with Hierarchy:
  Arrange your poster elements to prioritize the most important narrative hooks — the title, central image, tagline.

• Embed Action Codes:
  Use visuals that imply plot progress or dramatic events, giving the audience a sense of story energy and stakes.

• Layer Enigma Codes:
  Include a few enigmatic symbols or scenes that withhold complete information, creating suspense and encouraging engagement.

• Balance and Contrast:
  Use the hierarchy of types in typography to balance clarity and mystery; for example, a bold title paired with a cryptic tagline in smaller font.

Summary

Concept

Role in Movie Poster

Implementation Example

Hierarchy & Hierarchy of Types

Guides viewer focus, organizes info visually and textually

Title largest; main image central; tagline smaller, credits smallest

Action Codes

Suggests plot movement or emotional intensity

Character in action pose; weapon drawn; visual tension cues

Enigma Codes

Creates mystery and encourages curiosity

Shadowy figures; hidden details; provocative, questioning tagline

By integrating these concepts thoughtfully, you craft a visually engaging and narratively intriguing movie poster that communicates key story elements and draws viewers in.

Enhancing Composition in Movie Posters

Composition is the arrangement of all visual elements within the poster frame. How you compose the elements affects clarity, emotional impact, and overall aesthetic appeal. Consider these key points:

• Rule of Thirds: Divide the poster into a 3x3 grid to place your main elements along these lines or intersections, creating natural focal points and balance.

• Use Leading Lines: Visual elements such as arms, weapons, or architectural lines can guide the viewer’s eyes toward the focal point (usually the main character or title).

• Negative Space: Effective use of empty space around elements sharpens focus and prevents clutter, enhancing the hierarchy and clarity.

• Contrast & Color: Contrast in brightness, color saturation, or cool vs. warm tones can separate foreground from background and emphasize priority elements within the hierarchy of types and imagery.

Integrated Application of Codes and Composition

• Hierarchy & Types: Place the movie title prominently, usually near the top or center bottom, using bold fonts. The central image (main character or iconic symbol) should dominate the center or upper two-thirds of the layout. Less critical text (credits, tagline) fits neatly at the edges or bottom, respecting visual weight and flow.

• Action Codes: Position figures or objects in dynamic poses along diagonal axes rather than just horizontally or vertically. This introduces energy and tension in the composition. For example, a character leaning forward or a weapon held at an angle creates implied movement.

• Enigma Codes: Insert ambiguous or partially revealed figures, shadows, or symbols in secondary areas or background layers to entice curiosity without detracting from the main visuals. Through composition, these elements can subtly punctuate but never overwhelm the primary narrative cues.

Composition Tips

• Keep the visual flow intuitive—viewers should seamlessly move from the title to the main image to supporting info.

• Layer elements thoughtfully: foreground for key visuals with sharp detail, mid-ground for supporting action/enigma cues, and background to set tone or atmosphere.

• Balance the weight of images and text; too much heaviness on one side feels uneven, causing visual fatigue.

By thoughtfully combining these design principles—hierarchy, enigma and action codes, and strong composition—you create a movie poster that not only draws immediate attention but also sparks intrigue and emotional anticipation, effectively compelling viewers to want to know more about the film.