ECA Project: MTD359 Visual Effects Design - Night Safari Masthead

This project presents the design and development of a YouTube masthead for the Night Safari park in Singapore. The assignment explores the brand identity, target audience (children aged 7-14), and the message to be conveyed. It details the conceptual process, including the creation of multiple masthead variations, and analyzes the design elements and principles applied, such as color usage, geometry, and proportions. The project aims to capture the attention of YouTube viewers, introducing them to the Night Safari and its attractions. The solution includes main and expanded masthead designs, along with a discussion of the visual effects and design choices made to create an engaging and informative masthead. It also includes a bibliography with references to the sources used.

MTD359 VISUAL EFFECTS DESIGN.
ECA.
YOUTUBE (SG) MASTHEAD FOR NIGHT SAFARI, SINGAPORE.
LIANG SHUHUI. Q1510639
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Table of Contents
...........................................................................................................................................1
Introduction.......................................................................................................................3
Background.......................................................................................................................3
The Brand..................................................................................................................................3
The Target Audience.................................................................................................................4
The Message..............................................................................................................................4
Tone of voice..............................................................................................................................5
QUESTION 3.3 – Conceptual Process.......................................................................................5
QUESTION 4 – The Design.............................................................................................11
QUESTION 4.1 – Design.........................................................................................................11
QUESTION 4.2.1 – Elements & Principle of Design..................................................................12
Use of Colors...............................................................................................................................12
QUESTION 4.2.3 – Aspect of geometry.....................................................................................13
Proportions and ratios..................................................................................................................13
Bibliography......................................................................................................................14
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Introduction
The Night Safari is a park in Singapore that is among the biggest and most visited parks in the
world. Night Safari recently hit 10 million visitors mark, and that means visitors enjoy
visiting the park (Wildlife Press, 2015). To keep the visitors entertained, it would be nice to
use YouTube which is a technology that has almost all people interested in traveling as they
view best sites to visit. A YouTube (SG) masthead will be useful to capture the attention of
the YouTube viewers. The masthead will present images from the park containing the best
caption. With a nice masthead, viewers will be interested to know what Night Safari is and
what places they may visit with Night Safari.
The masthead targets children of age7-14 who may be interested in wildlife and related views.
Our target audience will also be more entertained smart coloured images of animals that may
not be common in the regular residential sections. Animals that may not be found on all parks
might too be a priority among them. Designing a good masthead will determine whether the
child will get interested in open the extended masthead for the clearer and better view.
Background
The Brand
Night safari is the global leading nocturnal modern zoo in Singapore. It stands on 35 hectares.
It was inaugurated on May 1994 in the rain forests adjacent to the Upper Seletar Reservoir
and the Singapore Zoo (Matt, n.d.).
The park is home to more than 1000 animals in their natural habitats. The number represents
more than 150 species inclusive of the endangered species. The zoo is perfectly managed by
the wildlife reserves of Singapore and records more than 1 million visitors yearly. An
excellent way of exploring the Night Safari Park is by use of a guided tram ride which takes
you across six different geographical zones in the globe.
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The Nepalese River Valley is the chosen geographical zone. Here, you will encounter with the
diverse life forms of the wet marshlands and low-lying terrain (wildlife Reserves Singapore
Group, 2015).
The Target Audience
The masthead under design targets children with ages between seven and fourteen. It will,
therefore, be recreational enough to attract a child who may be playing to see its content. The
children in that age bracket often like playing; therefore, playful animals can be used in the
masthead to capture their attention. Most children play with domesticated animals such as cats
and dogs. The masthead, therefore, should capture images with animals that the child may
enjoy playing with.
It is hard to get to the habitats of many wild animals especially those that are a threat to
human life. Some animals hide deep in the forest. It would, therefore, be possible to capture
the attention of the targeted audience if the masthead carries images of animals only seen in
videos and pictures which they would now expect to meet at Night Safari. Some wild animals
also do not appear easily in the forests due to fear of human beings. The animals flee in case
they sense or see people around. Capturing these types of wild animals and displaying them in
the masthead attracts the attention of the child if it captures some of the animals the child
could not have expected to meet anywhere (Pass, 2010).
The Message
The message of the masthead will be to introduce night creatures in Nepalese River Valley
like greater Asian rhinoceros, Indian wolf, Asian deer. It will also be about the animals
available in the over 1000 species in Night Safari Park that are rare to find in any other zoo. It
will also capture the locations that the child expects to travel with the guided tram ride, and
the vision they expect to have of the environs they will visit will also be captured by the
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message. The message will also review the different locations that will be visited among the
several spanned by the park during the ride.
Tone of voice
The tone used in the masthead must be an overwhelming one such that a viewer who starts
viewing the main masthead will have to open the full extended masthead and see its contents.
The main masthead should have the most exceptional exploring tone to increase the zeal for
the viewer to open the extended it. Some people don't like viewing images of animals they
fear in avoidance of nightmares. Animals that may have wild looks cannot be used since the
picture should be calm though exciting. The image can, however, be displayed if the caption
is admirable and the image captures other visitors enjoying the calmness of the animal in a
good place.
QUESTION 3.3 – Conceptual Process
Figure 1. Main Masthead 1
The two mastheads will have a similar message. The main masthead will contain the message
and will be surrounded by related videos. Figure 1 below shows the structure of the thumbnail
of the main masthead. It shows several animals trolling around the Night Safari.
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Figure 2. Main Masthead 2
I try to play around with the banner and adding more trees.
Figure 3. Main Masthead 3
In the end, I added a tram passing by the rhinoceros and add the banner on top of the
rhinoceros. But it doesn’t show the main focus point which is the rhinoceros as the tram,
banner and rhinoceros is about equivalent size.
Figure 4. Main Masthead 4
Therefore, I draw the rhinoceros bigger.
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Figure 5. Expanded Masthead 1
Initially, I was thinking of showing 3 animals then let the target audience click on either one
and will go into a next expanded masthead for more details. But there is no continuous from
the main masthead.
Figure 6. Expanded Masthead 2
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Figure 7. Expanded Masthead 3
I have decided to remove the banner from figure 6 and draw more animals. As most of the
animals go by pack rather than individual.
Figure 8. Expanded Masthead 4
I have added a tram for a continuous on Figure 4.
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Figure 9. Expanded Masthead 5
This expanded masthead is to let people know more about the animal that they have clicked.
Figure 10. Main Masthead - rough cut
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Figure 11. Expanded Masthead 1 - rough cut
Figure 12. Expanded Masthead 2 - rough cut
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QUESTION 4 – The Design
QUESTION 4.1 – Design
Figure 13. Main Masthead 1 - Final
Figure 14. Expanded Masthead 1 – Final
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Figure 15. Expanded Masthead 2 - Final
QUESTION 4.2.1 – Elements & Principle of Design
Main Masthead:
The main masthead follows a design which structures and conveys a visual message. It brings
out an aesthetic appeal and order in the visual design. The size, texture, color and direction are
well maintained.
Expanded Masthead 1:
The hue, tint and shading brings about a vibrant looking image.
Expanded Masthead 2:
The artistic creations of the animal images have a clearly defined boundary. The differences
in value and texture defines a bigger dimensional area.
Use of Colors
Main Masthead:
The colors used in the whole design are related and overwhelming. Viewers will want to see
more when the images look similar and attractive. The images are beautiful, and therefore
they will capture the attention of the viewers and keep then entertained to the end.
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