Task 4 mk3 from Lucasjwarren
Monday, 16 December 2013
Thursday, 5 December 2013
Task 2 - Limitations of idents
Limitations of
idents
The duration of idents limit the quantity of information that
can be shown at once. Idents will usually run for around 10 and 20 seconds and
have to sum up the whole channel’s values in this time. This means the
information shown is very restricted as the screen cannot be too congested or
confusing to make sure that the audience are able to receive all of the
information in the narrow amount of time given.
A large limitation in terms of the design of idents, is that
only text and graphics are used to communicate complex meanings in a simple
manner. This is challenging for designers as they have to convey the channels
brand/values to the target audience through the imagery they use without making
the screen too crowded.
Translating graphics and text to a television screen is another
difficult area, as not all fonts will decode correctly on every screen, causing
typography to appear broken up or pixelated. This can also be an issue for
particular colours which when translated onto televisions seem discoloured or
create noise. Bright reds for example are prone to noise, so should be avoided
in the design. Designers will have to experiment with idents and make changes
accordingly, which may change the entire design of the ident.
The design of the ident is vital for the channel, and badly
designed idents can have a very negative consequence on their reputation. If
the channel is branded mistakenly or towards the incorrect audience, people could
be put off and loyalty lowered.
Screen resolution and specifically moiré fringing, will also
have to be taken into consideration during the design on the TV ident. Moiré
fringing is when lines are placed too closely together which means they can not
be translated correctly on screen and appear to move on their own. This can
happen if people on screen where striped shirts, or if the graphic has lines
very closed together for example.
The aspect ratio of a TV screen has a large effect on the
overall design as the designer must create the ident for a specific shape. This
restricts the design itself as the usual aspect ratio of 4:3, which creates a
rectangular shape meaning that the design will also have to be rectangular and
landscape.
The aspect ratio will also affect idents in one more way.
Although the idents are generally designed for a 4:3 ratio, not everyone will
be watching TV in this format. There will be people watching TV on their computers
or on a wide screen HD television that will use a 16:9 aspect ratio. This means
that the design will translate very differently onto these different formats,
stretching the ident distorting or squashing it inwards and altering the appearance
of the ident. This also means that the ident may not be able to be shown in
some cases.
The use of typography will also need to be taken into account in
terms of access. An ident using text that is shown in the UK for example, will
not be able to be understood by all viewers who will read in a different
language or may not be literate. This means that the channel is limiting their
audience instantly, especially if their ident is text heavy. This also means
that the TV ident cannot be shown worldwide.
If the channel becomes popular in another country the ident will
have to be changed for that country. This adds extra cost and time and cannot
always aid the problem if the channel logo consists of text and numbers. The BBC
for example, broadcast in many countries internationally. They will as a result
have to translate their logos, idents and graphics so that they can be read and
understood in the country they are used.
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