Project Rationale (Canon)

 Canon Pitch Presentation

This is a pitch for my Canon project based around the concept of a “journey” which includes a poster, magazine cover and editorial promoting Canon products. My target demographic for this project are people between the ages of 16 and 26 who have used Canon products previously and defines a “Journey” as a adventure or trip to another place. With my audience in mind I have designed a poster concept and a magazine cover promoting Canon products.

Canon

Canon.inc is a Japanese company located Ota, Tokyo, they specialize in optical technology such as cameras, medical devices and printers. The company was founded in 1933 by Takeshi Mitarai, Goro Yoshida, Saburo Uchida and Takeo Maeda under the name “Precision Optical Instruments Laboratory”.

 In 1936 the “Kwanon” (Japan's first 35mm focal-plane-shutter camera) camera prototype was developed which they would continue to innovate on over the next 20 years. Shortly after the Kwanon’s development, the company would be renamed to Canon. Canon became a symbol of Japanese technology during the 60’s which perpetuated the idea of Japan being more technologically advanced than other parts of the world.

Concept

This is my concept poster for my Canon project, I took inspiration from previous Canon posters with the placement of the camera and the effect on the lens. The “journey” elements are shown in the new York image in the lens. The close up on the camera was chosen in order to put focus on the camera, as it is the product being sold. The deep focus was chosen to make times square more detailed and feel more active. I created this poster in Photopea and utilized it’s tools to add text, change the opacity and add the camera lens effect. I believe my client would use this poster as it is similar to other Canon promotional products and looks professional.
This is my experimentation with my Canon poster, I changed the destination in the camera lens to Mount Fuji in Japan (which is the country Canon is from). I changed the color and font of my text from the previous poster as well as the Canon logo, the background is a light blue as it contrasts with the pink text and cherry blossoms of the image


This is my Magazine concept for my Canon project, it stays within the New York theme of the poster in order to create cohesion between the two products. I tried to create headlines and taglines seen in real camera magazine covers in order to make the cover feel more realistic, it also fills places on the cover where there is blank space. I created this image in photoshop after experiencing difficulties using Photopea. The medium long shot was used to capture the main features of the statue of liberty without including the rest of Liberty island, shallow focus keeps the statue in focus and blurs the surroundings which emphasizes the primary focus of the image. I once again utilized the opacity and text tool in Photoshop in order to create the taglines and titles of the magazine. I believe my audience would enjoy my magazine cover as it is bright and depicts a landmark most people are familiar with, it also illustrates the quality of Canon cameras and what an image taken by one would look like.

The main criticism for my posters and magazines where related to the text, primarily that the text on the magazine cover was cut off near the edge of the image. Another point I saw in the responses was that the color of the text on the second poster and magazine cover made it harder to read against the background. I can fix the issues my audience has by moving the text away from the edge of the image, as well as changing the text’s color to make it darker. 

edited versions of my products in response to feedback



Concept images from my pitch presentation are above





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