LO1 - Analysing existing graphic design work (Natural History Museum)

a) purpose

The purpose of this campaign is to advertise the museum and attract the right audience that might want to go to the museum. The imagery reflects the purpose of the museum, and what sort of museum it is.

b) format

The logo itself can be seen on any form of graphics used in the campaign. The graphics themselves can be found anywhere such as on billboards, tickets, merchandise, leaflets, flyers and more.

c) content

In this campaign the graphics have a generous amount of white space, adding to the professional appearance of the graphics. They all depict the fact that the museum is a Natural History museum with images of animals and insects and other things to do with nature. Each piece from the campaign looks quite different, each with their own house style. The dinosaur poster has a very ironically modern appearance, which connotes how the museum is exciting as well as educating about natural history.
Most of the text in these graphics has quite a large kerning, and this makes the text more spaced out, and adds more white space. This adds to the professional appearance of the graphics. There is also a large leading (space between lines) to break the text up into more simplistic chunks. This also creates more white space, spacing out the piece of graphics and making the graphics look overall more professional.

d) style

The style of these graphics are interesting, as they appear modern and old-fashioned at the same time. This is to highlight the idea of the museum being a Natural History museum, which is a topic usually seen as boring and dull - but these graphics put a modern spin on it; especially the bright, pop art-like dinosaurs poster and the "Treasures" poster, with three different images put together creatively.

e) layout

These graphics are all very different, however the one thing used an all but one is the logo. The map is probably part of a leaflet, being the reason the logo isn't on there. In each piece, the logo is relatively near to the top left. This is because a viewer tends to look at the top left first, as this is where text usually begins to be read.

f) target audience

The target audience for this campaign is people who are interested in natural history, schools and parents who might want to go for a trip there. The most likely socio-economic category of people who would be interested in natural history would be ABC1, because these are stereotypically the sorts of people who might be interested in educational topics such as natural history.

g) regulatory bodies

All the graphics in this campaign have to either be created by the museum, or the museum has to have been given permission for them to use.
None of the content of the graphics should be unsuitable for children, as the ASA states that any advertising that is displayed in public, or out of watershed, should not bring harm to children.