OUGD401 - Practice-Based Research

In this session we learned about practice based research which is a form of research methodology that uses practice alongside other forms, as a means of discovering or generating knowledge. While the emphasis is still very much on establishing a critical understanding of the issue, practice-based research acknowledges the role of “making” in establishing this understanding.

We had to decide what our topic included based on 3 pointers - Technique, Content and Communication. So I decided to generalise branding as this was the main focus of my essay and the essay question as well.

Technique (What techniques does branding use) -

• Emotional responses - customers view of morality (right/wrong)
• Persuasive language - makes you think you need something rather than just want it
• Taglines - made to be memorable
• Naming - brand names are often created through word association
• Rhetoric Questions - to connect with the consumer
• Promotional Materials - Brands often give out freebies or discounts to encourage more purchases.

Content (What content does branding use) -

• Logotypes - Almost every brand has a logo that is used with everything - it gives the brand a face.
• Illustrations - Illustrations could be used within packaging, advertising or even the brand itself.
• Imagery - Images of the product and or happy people with the brand to make it seem reliable/trustworthy.
• Colours - based on a target audience
• Typography - Once again choices are based on the target audience and the image that the brand wants to create of itself.
• Packaging - To encapsulate a product and link it back to the brand

Communication (How do brands communicate with customers?) -

• Subliminal messages - Sometimes subliminal messages are used to lure in customers
• Shops - Creating staff to customer contact
• Offers/Sales - to boost business at quiet times in the year
• Letters/Leaflets - To advertise the brand/promote its services
• Email  - Brands often use emails in a similar way to letters and leaflets
• Advertising - Advertisements can be anywhere - online, on the TV, on billboards and posters.
• Social Media - In this age social media is used by brands to advertise themselves

Next we had to look at how to engage with different aspects of practice based research that was split into 3 different areas.

Research/Analysis - I plan to research some contemporary branding techniques and try to decide which will be the most effective through analysis. I will also research class systems to see the price of value for each class. So I will look into brand communication and how brands communicate to the different classes of customers.

Exploration/Evaluation - I will look at what messages I have learnt from my essay and use them to communicate a specific message. Additionally I will explore branding methods in modern day society and perhaps how it has changed over the past decade. While doing this I will constantly evaluate each brand I explore and ask why is it successful, particularly looking at the tone of voice used, the logo and marketing.

Testing - I will try to get some primary research here by asking random people to describe my outcome or even to analyse how effective it is.