TV Graphic Overlay – QVC

TV Graphic Overlay – QVC

For an exercise in creating a graphic overlay for TV, such as those seen in News and Sports broadcasts, I decided to focus on the QVC Shopping Channel.

While I am not very familiar with the show, and have never watched it myself, I thought the style of live product pitching would be an interesting one to look at, as there is much on-screen information that requires attention arranged in a precise hierarchy.

qvc-belle-gray1Before I began to try and design my own graphic overlays for a shopping channel, I found screenshots from QVC as a guide for the kind of information that need to be presented.

I collected images of both the styles used in the past, and the current way that QVC is presented, to see if there is any changes that I like. I was surprised with how the show has kept a modern feel, despite it’s rather trashy reputation.

While looking over the new ‘this morning’ style graphics, I considered using more 3D and shiny lettering, as a representation luxury. However I found that this is exactly what was attempted in the old design. While the purple and gold originally stood for royal luxury and high-end goods, the wide availability of cheap gold ‘costume jewelry’ – and changing modern tastes – means this look is now very dated, appearing cheap and tacky.

In contrast, the re-designed graphics have a far more Apple-inspired appearance – rounded edges and crisp white tiles for the information. Block colours are used for instant category recognition, though they are used in small areas to keep the screen clean and uncluttered.

Programming itself has also changed with increased interactivity and the smartphone market. In response QVC split into categories, such as Style, Travel, Fashion and Food, with each one being colour-coded. This added information is even given priority over the QVC logo in the overlay designs, possibly because the brand is already well-known.

MODE designed the QVC identity to act as a primary component in the network’s newly developed on-air package, produced by Imaginary Forces. The primary goal of the rebrand was to broaden and refocus QVC’s target audience. The identity needed to be refreshing and contemporary and work in a number of applications, most importantly on-air. The concept of gift giving acted as the basis for the mark, with the “Q” letterform abstractly representing ribbon used in giftwrapping, aiming to highlight the experience and excitement of unwrapping a package.

Another change that I was interested in is the changing role of QVC presenters, which have gone from simple faces to minor celebrities in their own right. With hundreds of presenters coming and going (often presenting their own inventions), these faces are familiar and trusted.

I used a cookery presenter in my design, simply a an example of how these sub-headings would be presented


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