TOUCH SCREEN TECHNOLOGY RESEARCH

A Touch Screen is a screen or display which detects the location of touch within a specific area on the display. To coin a meaning for this term- 'Touch Screen' it is to say that it is a screen that reacts to touch, usually from a finger or a hand, however, they can react also with other objects, normally a stylus. A Touch Screen will on work with that of a solid object, that is to say it will not react to lasers or light pens. From early touch screens to touch screens of the present it was on visable that it would react to one point of contact and no more than that, restricting the use of the touchscreen. Changes have begun to take place since the 1980s, becoming increasingly elaborate in the present with multi-touch technology.

Multi-touch technology is a term used for a touchscreen that recognises multiple simultaneous touch points. The effect is achieved in many different ways which vary in different creations of the multi-touch screen. These factors include the reaction to heat, finger pressure, infrared light, electromagnetic induction, high capture rate cameras, optic capture, transducer microphones, shadow capture and laser rangefinders.

Moving back to the touchscreen, two main factors can be derived from its purpose:
1) it allows you to interact with the attributes on the screen in a direct manner, rather than using an indirect approach of using a mouse or a keyboard.
2) it allows you to continue working with the display without the requirement of anything materialistic to control it.

This is an image of a single touch screen:

Below is an example of a multitouch screen:

IDEA 1- THE FUTURE OF ADVERTISING

Idea 1- Advertising

· The majority of the television media is based on advertising.
· It is a factor that affects people even if it hasn’t been recognised.
· Most of the biggest well known companies in the world would not be as recognised if it wasn’t for the use of mainstream advertising on the television and in other mediums such as the internet and in print advertising.
· Advertising is creating a desire for a brand name or product.
· When people buy things, they go through many critical decisions about the need, cost and value of product.
· When people are deciding to buy something they often go through a series of decisions-
1. The decision that the consumer needs or desires something.
2. The consumer seeks information to satisfy this need or desire.
3. The consumer weighs out the positive and negatives in relation to their needs.
4. The consumer decides what it is they want to buy.
5. The consumer buys the product.
6. The decision as to whether the consumer bought the right thing on not then comes into question.
· Looking at past, present and possible future forms of advertising, successful advertising campaigns appeal to what is common and familiar amongst the public, running with the styles and techniques of the time.
· Many successful campaigns have connected themselves with one or more of the numbered factors above to try and suggest a fulfilment of people’s needs by providing an information service about how to gain the most satisfaction for their needs with the product they have to offer.

· In the 1950’s, when television sets became more common within the nations homes, advertising was allowed to move forward from its static and repetitive state of still image to a moving image with sound and familiarities to the behaviour of family lifestyle.

· Television advertisements became increasingly respected and influential as the interest in programmes grew, making space for more products to be aired on the television in between viewings of programmes.

· In 1965 when coloured television became more common, people could connect with what they were seeing on a more personal level becoming attracted to the vibrancy of products and the colourful reality of products that you would see in when purchasing in real life.

· In the past the purpose of the products were exaggerated in order to appeal to the target audience. In many adverts, the product was not necessarily part of the sequence and a sequence that is connected to many of the numbered choices or factors that the consumer usually decides is created.

· The idea moved from need to want. See – Want – Buy.


· As advertising progressed into the future and which is our present, more changes took place in order to pull wider audiences in.
· Advertising has become very big and very important within the media.
· TV advertising time is highly coveted and extremely expensive. Top rated shows get tremendous amounts of advertising cash.
· Advert styles have progressed in ways that they do not necessarily connect with the product but use entertainment to draw people’s attention into the advert before revealing what the product is. Products do not necessarily appeal to people’s needs but appeal to the desires of the consumer.
· Advertising has progressed from television and print to television, print and internet.
· Interactivity in advertisements on the internet appeal to consumers in the way that instead of just watching the sequence they can put virtual choices into the consumer’s hands, keeping their attention and appealing to their desires.
· As advertising becomes a bigger part of consumer society, they idea of seducing the audience with a more spectacular way in which to advertise has become something of major interest.

· The future of TV advertising will be using technology and style to enhance the power to sell.

· One way is using various "product placement" techniques during the airing of program content. Rather than spending money for "spot" advertisements, some companies choose to embed their products or logos during the program.

· In the future, people believe that interactivity will take hold of the advertising world. Interactive television has the ability to monitor and track what individual viewers watch and purchase. Interactive TV firms will then keep demographic databases full of information for potential advertisers and corporations and be able to specifically target ads to individual viewers. The interactive TV will then change and react to a viewers habits and purchases to maximize profit for the advertiser.

1. What would be a successful style in which to produce an advertisement of the future?
2. How would the advert be broadcasted or portrayed? (Television, internet, print , hologram or other means?)
3. What will advertising of the future become?
The design of future advertisements will need to bring in technology of the time, appeal to fashions and styles that prove successful to the target audience and become obvious within the consumer surroundings. Some suggestions into research for the future could extend into how the future was perceived in past SCI-FI films and comics, though not reality, a vision of how we may have seen the future. Although objects and products are similar to what was around at the time, they are adapted to how we saw technology evolving.

Areas of Research:

· Sci Fi Films
· Sci fi comics
· Communication
· Interactivity
· Internet
· Web 2.0
· Technological development
· Reactrix
· Subliminal Messaging

DESIGN FUTURES BRIEF

Brief:

This brief is concerned with the development of a concept that addresses the future and use of new technologies or technological services. That is to say, how technology might manifest itself in years to come and what direct impact it would have on our everyday lives. The basis of this project is to develop a ‘bluesky’ concept working on the principle of ‘what if’. The concept per-say could be derived from a product in as much as tool or for that matter a service. The concept should clearly have a defined rationale behind it and should be generated through a clear consideration of existing technologies and or related services, A clearly defined audience / user group should help to shape the conditions of the language used concerning the sonic, visual and physical elements along with the technical parameters, modes of delivery etc. Considering the time allocated for this project, students will have the opportunity to create a screen based presentation of the concept a ‘look and feel’



Your concept has to include an element of reality and be informed by any emerging or current technology. It must be based on a sound and reasoned set of principles. This is an extremely good opportunity to network your ideas and research into a single concept whilst thinking ‘outside the box’ and to create an imaginative, dynamic and above all original concept. There are no barriers to any considerations given. The concept might refer but not be exclusive to mobile technology, 3D TV, on-line commerce, gaming, interactive clothing, product design, social networking, web 2.0 etc.

Your concept should be delivered through a screen / interactive / motion graphics based presentation. This mechanism of delivery should be seen as part of a presentation technique developed to ‘pitch’ the concept to a company such as a venture capital organisation who would front the research and development process. Your method of explanation concerning the concept, its user, the socio/political context and the impact of the concept should be clear in its communication using a variety of means by which to successfully accomplish this.

The time constraints of this project are limited and subsequently will require students to think conceptually, think on their feet and above all work in a focused and directed manner.

Your workbook in addition should be able to clearly show the sources / influences that have informed both the direction of your thinking and the outcomes derived from the research.




My Thoughts.....

When we first received this brief, I was really confused as to what it was I was supposed to be producing. I have already completed the foundation course connected with this course and the briefs always seemed to be very precise. In some ways this was good because it meant that the product that was being asked to be made could be done exactly to the requirements within the brief, even if it did seem very restricted at the time. This brief, however, seems very open. This just made me think that there's a possibility I could go really wrong and the different ideas and possibilities for the brief confused me when it became time to research the concepts. After analysing the brief, I found a series of questions that may help me narrow down exactly which concept I might want to go with:

• What technologies are around today?
• What are the main priorities of a consumer when considering purchasing a) a necessity, b) a desired product?
• How have people perceived the development of technology in the past?
• Have any past ideals become a reality in present technology?
• What technologies at present are successful and deem a progressive future? (eg, Robotics, communication and stimulation, interactivity.)
• What might benefit the consumer in the future? (Research into target audiences.)

Keeping these questions in mind throughout my research, I decided to think of the things I find interesting now and perhaps what careers I may look into. I enjoy digital illustration, designing and advertising. This brought me to my first research point, the future of advertising......