Brief & Problem analysis for Penguin Design Award - Freakonomics

Brief & Problem analysis for Penguin Design Award - Freakonomics

I will be giving myself a week for this brief, so as not to over think ideas and generate ideas that end up too wide afield away from the genre and style of the book. Intense and swift development allows me to try out numerous ideas quickly allowing me to move on and develop ideas straight away while keeping an informed focus on the target audience, and how to reflect my concepts and visuals too them with informed influence from the book.

What is economics & how it relates to the Freakonomic's Book
Without going too deep into the theorys of economics it was important to gain a basic understanding of the term and how It relates with the contemporary views of Steven. D. Levitts & Stephen. J. Dubner, learning about the basic common perception of economics will teach me how to use my research and idea generation in a way that portrays economics in a more contemporary light through influence form the books content and focus on targeting at contemporary audiences. 

The difference between this book and the term economics is that the content explores more of the everyday issues of daily life that can be related to a wider audience rather than corporate and high level financial information. By using "information about the world around us to get to the heart of whats really happening under the surface of daily life" this in itself suggests that the book is targeted at a wider audience rather than specific focus on certain topics. The tone of voice used is much more informal to other economic and financial books. 

Submission guidlines & Outline of book

Submission is simple, no need for design boards for entry just a digital submission in PDF format, 300dpi resolution, CMYK colour mode, 5mm Bleed, ISO Coated 39 or Iso Uncoated 29 color management, include crop marks. Include this content within the template provided:

Front cover

Freakonomics
A Rogue Economist Explores the Hidden Side of Everything
Steven D. Levitt & Stephen J. Dubner
‘A phenomenon’ Observer
‘Brilliant’ Sunday Telegraph
‘Non-stop fun’ Evening Standard
[Penguin logo – as positioned on the PDF template]

Spine
Freakonomics
Steven D. Levitt & Stephen J. Dubner

[Penguin logo – as positioned on the PDF template]

Back cover
‘Prepare to be dazzled’ Malcolm Gladwell 
What do estate agents and the Ku Klux Klan have in common?
Why do drug dealers live with their mothers?
The answer: Freakonomics. It’s at the heart of everything we do and the things that affect us daily from sex to crime, parenting to politics, fat to cheating, fear to traffic jams. And it’s all about using information about the world around us to get to the heart of what’s really happening under the surface of everyday life.
Now updated with the authors’ New York Times columns and blog entries, this cult bestseller will show you how, by unravelling your life’s secret codes, you can discover a new way of seeing the world.
‘A sensation . . . you’ll be stimulated, provoked and entertained. Of how many books can that be said?’ Sunday Telegraph
‘The mot du jour’ Guardian
‘Total controversy . . . Levitt has shocked the world’ Sunday Express
‘Dazzling . . . a delight’ Economist
‘Made me laugh out loud’ Scotland on Sunday
‘If Indiana Jones were an economist he’d be Steven Levitt . . . Freakonomics reads like a detective novel . . . has you chuckling one minute and gasping in amazement the next’ Wall Street Journal 
ASSUME NOTHING, QUESTION EVERYTHING

[Barcode box inc. price etc, as positioned on the PDF template]

Design Template to follow

What the problem is, What I need and why?
I need to portray economics and the subjects of the book in a contemporary way that sways away from common covers seen on business, economic, sociology and physiology books. 

Look into the target audience and understand what makes them tick and revolve ideas around this connection with the end user in a contemporary and refreshing light on economics. 

I need to do this to avoid the connotations with these books been seen as bland and boring, change the way people see economics and similar subjects covered in the book.

Important considerations, thoughts & problem analysis
Considered use of typography relevant to a well defined concept to reflect economics in a "fresh, witty and illuminating" manner.

Emulate aspects, themes and topics of the book through the cover design. 
Be high impact to stand out. 

Emulate freakonomics in a way that relates to everyday life routines and events. 
Be provocative and questioning. 

Question human emotions, there motivations and aims in life.
Look into contemporary living. 

Use the cover as a method of changing peoples views on the world today. 
Imaginative concepts. 

Appeal to contemporary readers for the target markets. 

Analysis the target audience and figure out ways to connect with people interested in economics, finance and psychology subjects but avoid replicating existing covers that address these subjects. Create something original.  

Address economics, financial issues and social and psychological issues in a more contemporary and humorous light that resonates well with the style of the book as highlighted by one of the topics discussed "Why do drug dealers live with there mothers"?

Look at economic books, business books, finance books, sociology and psychology books and analyze what to avoid. Avoid dull aesthetics & corporate ideas through the concepts and visuals. 

Think of ways of causing provoking reactions, playing around with different emotions in reaction to the front cover may work well in creating a memorable cover that gives off a different first impression on economics rather than been boring and bland. 

Resonate every day life and activities into the concept some how, relate these every day activities and aspects into a concept that reflects Freakonomics in a humorous and contemporary way. 

Use the strapline "A hidden side to everything" to influence conceptual development, conceal and reveal as one way of tackling it.