After reflection and design development from my first draft, I had edited and manipulated all the elements in a way that I believe had improved and enhanced the message that I was trying to communicate.
Overall, the final draft has a certain pace to the video. I believe this pace reflects the idea of how fast-paced the target audience's (womens) lives as, as they have so much to do. Also, I believe it works well because it reflects the content of the audio in a broader scale, by trying to show and put as much stuff and content into the video in just 1 minute.
The colour story, as well, I believe guides the viewer/audience in a subtle but interesting way, making them feel more and more uncomfortable and overwhelmed. The colour scheme starts with a feminine and pretty pink, which then darkens and become more redish as the video progresses. Almost half way through, pure red is introduced, and not long after that, a bright and screaming yellow. From thre on, yellow, red, black and white are the main colours used, and the combination of those creates very unappealing and irritating graphics. This successfully creates the chaotic and over-whelming emotions for the viewer/audience that I was aiming for.
The typefaces used throughout the video are the script 'Sexy Queen', the sans sarif 'Century Gothic' and the clock-like 'Alarm'. These three typefaces are the minimum amount of typefaces I needed to communicate the different sections of the video in an effective way. The script typeface created more personal and relatable content for the audience, the sans serif typeface stayed neutral and simply communicated information clearly, and the clock-like typeface allowed clear time-based communication and gadded towards the chaotic and over-whelmed emotions I was aiming for. Any more typefaces would have made the video feel as if it was too-much and over-done, however, the three typefaces I have all have a clear and distinct purpose and work cohesively, in unison to communicate what I aimed for.
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| The title starts of with a calm pink and pretty motion graphics. The viewer is yet unaware of what the video will progress to. |
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| I edited the 'Workshop' to zoom past vertically instead of horizontally, and got rid of the arrow. I did this so the frame did not feel cliché. I repeated the word 'workshop' three times in order to give the viewer more opportunity to read and understand the word. |
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| I edited how the '70 women' names appear on the screen,. Instead of zooming past, the names appear one by one. This gives the viewer/audience more opportunity to read and understand what is being communicated, as well as sets a more even pace for the video. |
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| Here the colour scheme shifts to a darker pink, slowly bringing the viewer/audience towards the chaos. The times zoom into the screen, and slot into the right chronological places. This abstractly represents a 'timetable' and creates some interesting visuals for the viewer. |
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| The 'To Do List' appears quite suddenly, and zooms vertically, quickly filling up. This quite obviously represents how women have so much to do, and subtly hints at what will happen later in the video, the chaos and discomfort that will be presented/communicated. |
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| The question is directed at the audience/viewer and is written out in a scrip typeface across the screen. This makes it feel more personal and relatable for the viewer, as it presents the idea that one of the '70 women' actually wrote this. It also makes the viewer/audience think for themselves, as a question is being asked them by someone like them, a woman. The colour scheme here shifts again, to a darker, more redish pink. |
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| The list of things appear one by one on the screen, at quite a fast pace, symbolising how not only women have so much to do, but also how quickly they must do it all. The screen fills up with tasks, this symbolises how women, if they could, would do almost everything they can on their ideal day. |
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| When the phrase 'every little thing' is said by Tiffany Dufu, this gets written out in script on the screen. This links back/reminds the viewer/audience that all the things currently on the screen is some woman's tasks/ideal day. The handwritten screen also brings emphasis to 'every little thing', suggesting that everything a woman does in her life is important. The colour red is introduced here. This is the place where more chaos and discomfort will start being introduced to the viewer/audience. |
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| The time taken for each task starts appearing next to each task. The time sit quite awkwardly and uncomfortably next to the tasks, but also on the frame itself. Adding the times brings the whole composition of the frame/video slightly of balance. This is effective and appropriate because it makes the viewer/audience feel uncomfortable, which would in turn make them think more about what they are seeing/hearing means. |
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| The huge task list and times all zoom up, and a sum in hand-written in scrip underneath. This emphasises what Tiffany Dufu is stating in the audio, how women have more to do than time in the day. The use of hand-written script, and how the first calculation is wrong and crossed out, makes the frame/event feel more human, personal and relatable to the viewer/audience. |
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| Here a bright yellow is introduced into the video. This is because here is where the shocking and most nerve-racking information is beginning to be stated by Tiffany Dufu in her audio. She speaks how not a single woman got less than 24 hours total in the task list. The yellow represents the frustration of this. The overlapping of the times over the women names, also shows this frustration, as well as symbolises the idea that how tasks do not fit in a day, the text does not fit on the screen |
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| When Tiffany Dufu mentions 'half' of the women, and the idea of sleep, a black colour is introduced into the frame, which dras half of the '70 women' names away with it. This very simply visualises the idea of half the woman and the idea of night time. |
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| As it is mentioned that half the women forgot to put 'sleep' on their list, the word is hand-written in script onto the screen. This was done again to personalise and make the ideas behind the audio more relevant and relatable to the viewer/listener. The colour scheme of black,red and white here is also very striking. The video speaks of sleep, something that is usually calm, and then displays it within this very uncomfortable and irritating setting. This creates and overall tension in the viewer/audience, which is what I was aiming for. |
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| Nearing the end of the video, Tiffany Dufu speaks more generally about women expectations and their feelings. This was the right moment I thought to sum everything up and make a very impactful and memorable frame/clip. I brought together several different elements from throughout the clip, and overlapped them together. This created a chaotic and crazy overwhelming atmosphere. The use of again yellow, red and black, makes an almost 'danger' and 'caution' type of feel, which is effective as it makes the viewer feel uncomfortable. |
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| To end the video, the whole chaotic mess from the previous frame shatters, and zooms in the last two words that Tiffany Dufu says. The shatter of the chaos represents a sort of breaking point and an exhaustion, something that a lot of women probably experience. The shatter can also by some be viewed as a sight of relief, a sort of release of all their tasks and responsibilities. In this way, the video effects different members of the target audience in different ways, in the way that they most likely need. The video either teaches awareness about over-working yourself, or encourages and empowers release and breaking free from all those constrictions from responsibilities. |
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| The two words 'Humanly Impossible' are left to linger as those are the last two words Tiffany Dufu says. But also, because I believe they hold the most meaning. As a last thought, these the perfect words to leave the viewer/audience with to think over. They are also quite heavy and therefore memorable. For those women that the video teaches awareness, these words are left to linger as a warning, that they too have a breaking point and they should not push themselves past what is possible. For those women that the video encourages and empowers release and breaking free, these words are left to linger as a reminder than they are no super-human and that they should also not push themselves beyond what is possible. |
Feedback:
- I like how the text overlaps, it gives it a hectic feel and goes well with your idea.
- I like the colours.
- I think it's a really good pace, fits well with the audio clip.
- Good contrast of black, red and white.
- I like how it overlaps.
- It's fluid/flows smoothly.
- The colours are much better and more effective than before.
- It finished to abruptly, you should have left the last bit run for longer.
- Does it need some form of a statement at the end? Instead of just the two words.
- Maybe you could have had the title sequence at the end also, so the video loops round, symbolises the idea of daily lives/ 24 hours in a day and so much has happened.
- Extending from that idea, maybe at the start of the idea there could be more of an eye-open/wake up feel, a start to the day.
- The yellow colour also reminds me off post it notes or notepads, maybe you could have used those kind of textures.
- I think it should be more anonymous, have the title page at the end, and at the start just go straight into it. That would capture the viewer's attention more quickly.
- For the day/24 hour idea, maybe have an alarm clock sound at the start? Would make the viewer feel more alert and also grab their attention this way.
- I think you should exaggerate the gradual change/the gradient of colour throughout your video even more, as it is too subtle at the moment, but the idea is very strong and effective.
- Messy lives so it should be a messy video, you should exaggerate the ideas even more.
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