I chose this image because it clearly and simply depicts the intended message, women are not restrained by stereotypes. “Manicure” also fits into the Salomon’s established brand and still makes an impact.
This image was designed as an advertisement and women's campaign. “Manicure” can be found on Salomon’s social media sites, Instagram and Facebook. It has also been printed in various locations, Salomon product magazines, posters, and more. This image is a part of a series promoting feminism. Other designs in the series were acquired through a contest released to the audience of Salomon. The contest encouraged followers to break cliques by sharing images on social media with the hashtag “SalomonWMN”
The communication objective of the design is social awareness. “Manicure” is effective because it clearly speaks to the intended audience, women who enjoy spending time in the outdoors. The audience was targeted through the use of strong imagery, depicting a woman in the outdoors, getting a little dirty, juxtaposed with a stereotype.
The designer likely followed a outline, as follows,
1. Brainstorm the message. Brainstorming can be achieved in many different ways, for example, lists and mind maps. This is an important part of the process because through brainstorming you can come up with a large range of ideas, of which you can choose the best idea(s) to move forward with.
2. Sketching. The best idea(s) are taken and moved into thumbnail sketches. Thumbnails are small drawings that explore positioning, content, illustration, etc. This step can help you rapidly knock out multiple possibilities.
3. Build the design. The best thumbnail sketch(es) are taken and digitized.
4. Iterations. Once the design is built out its best to push out a multiple variations. These iterations can include variation in scale, placement, color, hierarchy, etc.
5. Present and refine. Present the design to the client and receive feedback. Take the feedback and make the changes that are necessary. This step is important because it increases client satisfaction.
6. Production. Once the design is finalized send off the final deliverables to the client.
