Bichard would think that during the break we all thought about Mary Kay every day and looked up a bunch of research about our ideas. She would think that maybe we thought a bit more about our concept and design.
Okay, let’s be honest. That would have been really nice, but I think we all just enjoyed our winter break like every other student. The problem with this is that other students do not have to crank out a full-blown campaign for a competition in April.
The first meeting back was the day before school began. It was very interesting, based upon what I said above. Luckily, Bichard pushed back the quiz over the case study to the next meeting. We began the meeting by going over the syllabus. Bichard went over the “class” expectations and grading procedures. Afterwards, everyone wrote a peer evaluation based upon the groups they were in last semester.
Our first order of business was discussing the three concepts we had decided on last semester. The creative directors explained each concept to have them fresh on our minds before we decided which one we wanted to move forward with. The team really enjoyed the idea of meshing two of our concepts into one and moving forward.
At this point, we are ready to concept test!
Concept testing allows us to get feedback from our target audience, but we are more testing tones from one concept. Our designers have the task of mocking up several different tones and looks for our concept. Then, we will show them to our friends to see if they feel like the idea speaks to them.
About Olivia Utley
