OUGD503 - Responsive - Identifying Student Design Award Traits

Exploration of the design, structure, format and tone of voice of both the D&AD and YCN annuals enables the evaluation of each award scheme respectively - allowing for ethical decisions to be made regarding brief selection and participation considering appropriation in terms of one's own design practice and the moral principles it entails.

Student design award schemes often find themselves' at the centre of controversy, as many appear exploitative of students - inviting them to produce work for free, or even requiring a fee for the pleasure of submitting work. In addition to this, it is also some peoples' view that it is wrong for these associations to dictate who they deem to be the 'finest' of designers due to the repercussions experienced by young designers who aren't awarded.

Below are explorations into the two biggest and most renowned student design award schemes.

D&AD Annual

'Celebrating the finest creative work in the world. Explore our different awards and enter your work.' - D&AD

• Corporate.
• Clean.
• Structured.
• Systematic.
• Dense.
• Visual.
• Commercial, paid work - professional focus.
• Intimidating.
• Loud Embellishment.

YCN

'The YCN Student Awards exist to stimulate, elevate and celebrate the freshest creative thinking around the world.' - YCN

• Inspiring.
• Playful.
• Creative.
• Tactile.
• Expressive.
• Vibrant .
• Social Influence.
• No Over embellishment / Understated.
• Student Focus.

On the surface it would appear that D&AD is an altogether more corporate scheme awarding work that has more commercial bearings and 'professional' requirements, whereas YCN seems more embracing of creativity and expression. In addition to this, D&AD request a fee is paid in order to submit work, while students can submit responses to YCN briefs for free.

Award-Winning Submissions

Nothing is open to interpretation, everything is placed in context. D&AD more seemed like real commercial responses whereas YCN seemed more hypothetical. There are design campaigns that informs everything about a company/brand which works for their whole image - idea and concept driven. Impeccable presentation so photography, design decision, layout must look really good. The idea should be simple and clear so it doesn't come across as complicated to the audience. Make the audience feel like they're intelligent as it makes them like it more as they understand the design. The design should be innovative so that it stands out from other designs.