Investigation and analysis
Client Research-
Canon's values are to help people realise the power of imaging and information, and the things we can design to inspire and encourage people to confidently explore and embrace their vision.
Canon has a philosophy called Kyosei, a Japanese concept that means living and working together for the common good. It will bring life to our commitment to sustainability, how we work together and our desire to create an environment for everyone to thrive and grow.
Canon's focus is on driving advanced technologies and celebrating innovation as the world's leading imaging brand.
Subject Matter Research-
Witchcraft-
Chakra-
Chakra is various focal points that are used in a variety of ancient meditation practices. This type of practice is the inner tradition of Hinduism. Chakra arose in the early traditions of Hinduism. In chakra, there are different beliefs in the Indian religions and Hindu religions. In the Indian religions, they only mention there being five chakras and in Hindu religions they mention there being six or seven chakras.
The early Sanskrit texts say they are a combination of flowers and mantras as well as physical entities in the body.
In the modern Western chakra system, multiple sources are dating back to the 1880s that introduced the seven rainbow colours of the chakras.
Chakra History-
It was The Upanishads who first mentioned chakras. Around about 7-800 BCE the first known mention of chakras appeared in the early Upanishads. In Sanskrit, the word chakra means wheel or lotus and is related to energy centres in the body. Later on in the Upanishad's ear (around 200 BCE - 200 CE) they referred to tantric concepts, which included things like chakras and mantras. They also gave them locations and meaning. When it came to the 10th century, the Guru Gorakhnath gave information on the powers of awaking and meditating on the chakras. So, chakras were born in 7-800 BCE.
It has been suggested that the term chakra first appeared in the Hindu Vedas, though not necessarily in the sense of psychic energy centres, but rather as chakravartin, a king who "turns the wheel of his empire" in all directions from a centre, symbolising the power and influence he wields.
The different chakras-
Root Chakra-
Sacral Chakra-
The solar plexus chakra is located in the upper abdomen, and in the stomach area, this chakra is the colour yellow and the meaning of the solar plexus chakra is self-esteem and confidence. If your solar plexus chakra is blocked there are often experience digestive issues like ulcers, heartburn, eating disorders and indigestion. The solar plexus chakra is related to our personal power, in terms it is our self-esteem and self-confidence.
Heart Chakra-
This chakra is located in the centre of the chest, just above the heart the colour of this chakra is green and the meaning of the heart chakra is love and compassion. There are many ways in which blockages in our heart chakra can manifest in our physical health, such as heart problems, asthma and weight problems. It is often the actions of people that reveal blocks even more clearly than words on a page.
Throat Chakra-
Third Eye Chakra-
This chakra is located between the eyes on the forehead which is why it's also known as the brow chakra. The colour of this chakra is indigo and the meaning is intuition and imagination. Due to this chakra being located on the head, blockages can be manifested as headaches, issues with sight or concentration and hearing problems. Other issues of having a blockage in the third eye chakra are trouble listening to reality or those who are not in touch with their intuition. When this chakra is open it is known that people will follow their intuition and be able to see the big picture.
Crown Chakra-
Crystals-
It is safe to claim that we have had a connection to crystals and stone ever since the beginning of time as a species. Talismans and amulets have been utilized since the dawn of human civilization, yet we have no means of knowing how the first of these artefacts were perceived or employed. Early works frequently have an organic basis. Along with more recent beads composed of shell and fossil shark teeth, beads carved from mammoth ivory dating back 60,000 years have also been discovered in a cemetery in Sungir, Russia.
Quartz, agate, amethyst, or opal crystals are used in the pseudoscientific alternative medicine practice known as crystal therapy. There is no scientific evidence to support the claim made by practitioners that they have healing abilities. Crystal healers assert that their techniques may raise low energy, ward off negative energy, release congealed energy, and alter the aura of a person.
Origin-
The healing power of crystals is also described in Plato's narrative of Atlantis. Plato claimed that the Atlanteans could read minds and send thoughts through crystals. The Ancient Sumerians are responsible for the earliest accounts of crystals in human history. Crystals were a component of the Sumerian magic recipes.
56-40 million years ago- During the Eocene era, ancient trees along the Baltic coast were oozing amber. It's estimated that the ancient forests produced more than 100,000 tons of stuff.
25,000 years BCE- There is evidence of amulets and talismans being worn during the Upper Paleolithic era. Made with Baltic amber, these discoveries suggest the gemstone was valued for its beauty as well as protective properties.
c. 14,000-10,500 BCE- The Native Americans revered crystals and used them for healing, ritualizations and as weapons. Crystals were seen as tools from the Earth and treated with the utmost respect, only to be used by those who knew how to work with them, such as healers and diviners. The turquoise stone was especially precious and meant "stone of the sky", it was believed to have been created by a combination of rainwater and tears of joy that had sunk into the Earth. Many tribes used turquoise in ceremonies and rituals for protection, to bring rain and even as a currency.
c. 4,500-2,000 BCE- During this time the ancient Sumerians recorded the use of crystals in healing potions. Incantations and ritualistic practices were performed to ward off evil spirits and they also used gemstones in their artwork.
c. 3,100-330 BCE- Ancient Egyptians favoured lapis lazuli, a deep blue stone, over gold and used carnelian, turquoise, clear quartz and emerald in their amulets and jewellery for health and protection. It is thought that Cleopatra and other ancient Egyptian royals would wear lapis lazuli to access ancient knowledge. Ancient murals and tomb paintings show that malachite was used as eye makeup.
c. 1,500-1,200 BCE- Over this time, four sacred Hindu texts were written. Collectively they were named the Vedas. The use of crystals to treat certain ailments, as well as their specific properties, are discussed in these texts. Ayurvedic medicine, which is rising in popularity today, is based on these texts.
800-600 BCE- In early- to mid-Archaic Greece crystals were used as talismans said to protect soldiers in battle. They would rub crushed hematite, a dark, iron-based crystal, on their bodies believing it would make them invisible. Most crystals today still take their names from the Greek language. The word crystal itself comes from the Greek krustallos meaning ice, the Greeks believed crystals to be permanently frozen water and thought clear quartz was eternal ice gifted from the heavens.
360 BCE- The Greek philosopher Plato wrote one of his most famous texts about the destruction of the ancient civilization of Atlantis, which was said to have existed around 9,000 years before Plato's time. He describes Atlanteans as highly advanced people who grew too powerful. He writes about their use of crystals in healing and technology, as well as using them to read minds and transmit thoughts. He also mentions advanced healing carried out with large crystal rods.
c. 300 BCE- Ancient Japanese people used crystals for many prophetic and psychic practices. They believed that gazing at crystals would enable you to foresee future events and receive psychic visions. Quartz spheres were known to be representative of the dragon's heart, signifying their power and wisdom. It was used to invite greater wisdom and knowledge.
27 BCE-476 CE- Though Romans enjoyed using crystals in sculptures and jewellery, only wealthier citizens were lucky enough to use them as talismans to provide protection in battle and attract health and good fortune. Jasper, lapis lazuli and onyx were just some of the commonly used stones, while carnelian and garnet were used as amulets. Crystals were also used in medical treatments.
c. 350- St Epiphanius, Bishop of Salamis in Cyprus, wrote a treatise titled De Duodecism Lapidibus (On the Twelve Stones). It speaks about the 12 stones mentioned in the Bible and assigns healing qualities to each one, while also denouncing their supposed magical powers.
335- Amulets were banned by the Christian church, although crystals continued to be popular.
c. 1,000- Chinese emperors were buried in jade armour, while jade masks were used in burials at around the same time in Mexico.
c. 1,067-81- Marbod, Bishop of Rennes, wrote his De Lapidibus (On Gemstones) in which he describes 60 gemstones and their magical properties. He claims that agate would make the wearer more agreeable, persuasive and in favour of God, but he was naturally slightly biased.
c. 12th century- Sapphire was the clergy's favourite gem for ecclesiastical rings.
1,250- Albertus Magnus, also known as Saint Albert the Great, wrote De Mineralibus (On Minerals), a book on minerals which is a treatise that took a scientific view on stones and their healing properties.
c. 1,300- Jade pendants representing the ancestor spirits were worn by the Maoris in New Zealand. The necklaces were passed down from generation to generation through the male line. The belief that green stones are lucky is still prevalent in parts of New Zealand today.
1,300-1,600- Minerals were highly regarded during the Renaissance period. They were collected and displayed for their external qualities rather than used for their healing properties. The origins of these minerals were a complete mystery, they were unlike plants and animals in that they didn't reproduce, yet science didn't exist to study them. Royal courts would hire physicians to find new medicines, crushed pearls were mixed into wine and turquoise was warm to treat eyesight.
1,345-1521- Aztecs honoured their gods by making jewellery from turquoise, jade, opal and amethyst. They developed drills to make holes in the stones as well as methods to grind and polish gemstones. Their jewellery often honoured animals with religious significance, such as snakes and jaguars. Turquoise mosaics, masks and statues were made in honour of Xiuhtecuhtli, the Aztec god of fire, who is also known as the Turquoise Lord.
1546- Georg Bauer wrote De Natura Fossilium, the first scientific text on mineralogy, describing the physical characteristics of stones.
1659- Thomas Nicols published Gemmarius Fidelius (The Faithful Lapidary). In it, he argues that gems do not possess special healing properties. As a result, the use of precious stones for healing and protection fell out of favour in Europe.
c. 19th century- Advances in science and medicine as well as investigations into mediums, crystals and faith healers began to increase scepticism around crystal healing as people converted to new medicines. However, in 1880, the Curie brothers discovered piezoelectricity the process of using crystals to convert mechanical energy into electrical energy.
1970s- Sidelined for some time against growing scepticism, the advent of New Age culture brought a revival of crystals for healing practices. Books started to re-popularize the use of crystals for spiritual well-being. Much of the information was derived from old traditions, experimentation and channelling.
21st century- Crystal therapy is now accepted as a mainstream and complementary therapy, crossing the boundaries of religious and spiritual beliefs.
Different Crystals-
There are several different types of crystals in the world, some of these crystals if not all fall into different crystals class, these are self-care, healing, prosperity, meditation, stress, sleep, life and birthstones.
Rose Quartz- This crystal is the number one for self-care, it is the stone of unconditional love. It will reveal the true essence of love, open your heart to all levels and heal heartache. If you are single this is the stone for you as it attracts love and relationships and for those who have partners this stone will promote unconditional love and restore trust and harmony. In terms of self-care, this stone soothes and reassures situations of trauma, crisis or grief. It will support self-forgiveness and invites you to trust and value yourself. 
Aventurine- This stone is excellent for compassion and perseverance and will help with neutralizing negative situations and dissipating anger and irritation. This stone is commonly known to be in the colour green and is known as the heart healer. It will soothe well-being and emotion calm through its colour. This stone will guard the heart against psychic vampirism, assist it to heal and help bring harmony between the mind and the heart. Green aventurine teaches us to trust our intuition, connect with our inner joy and synchronize ourselves with nature.
Diamond- It symbolizes purity, love and commitment, it will bring strength and clarity into the life of the wearer and attract abundance. Diamond also amplifies energy, and with its searing light it can highlight anything that requires transformation, it will bring new beginnings. This crystal can allow the light of your soul to shine and will also make the diamond your best friend.
Tarot-
Introduction-
One of the most cherished objects among mystics, psychics and intuitive is the tarot. In actuality, it is the divination tool that we observe being used the most. It has surpassed the likes of scrying, tea leaf reading, crystal ball gazing and palmistry. Tarot cards are said to tell a story- a story about ourselves. Our greatest assets and our darkest secret are revealed by the stator. It exposes our flaws and our deepest aspirations. The tarot functions as a mirror to our soul, reflecting back to us just what we need to keep evolving into our finest selves. Just by comprehending the tarot's narratives, we can obtain divine wisdom about ourselves and our life.
Since ancient times, tarot cards have been used to help individuals navigate their lives and comprehend the emotional concerns affecting them. Tarot cards can be used to add clarity and knowledge to both private and professional settings. Regular Tarot use can help you become more conscious of life changes and exploits possibilities for the better. It is possible to foretell the future or make predictions using Tarot. The proper word for this is divination.
Tarot History-
The history of tarot is quite enthralling. With tarot, there are many different perspectives about their origins of them. It is thought that the earliest deck of cards that resemble the number cards found in the tarot is the Mamluk deck, which dates back to the third century of the common era in Egypt. There is no doubt that the Mamluk deck was inspired by paper card games from China. Early Mamluk decks contained four types of cards, Polo sticks, swords, cups and coins which had a lot of similarities to the wands, cups, swords and pentacles of today's modern tarot decks. Unlike the trump cards of Major Arcana, You don't see the detailed stories in the early cards as you do in the trump cards of the Major Arcana. The earliest origins of tarot cards appeared in the North of Italy in the earliest fifteenth century, these cards only had 21 trump cards in them. The earliest versions of the tarot cards were initially created as nothing more than a game. The mystical history of the tarot takes a lot of twists and turns. Court de Gebelin, Eteila, Eliphas Levi, the Hermetic Order of the Golden Dawn, Arthur Edward Waite and Pamela Coleman are big players in the development of the mystical and divinatory version of the tarot. These people started to draw a connection between the story of the tarot cards and all sorts of deeper meaning, occult symbolism and ancient wisdom.
Some of the Major Arcana-
0) The Fool- Means good friends, happiness and that you need to take a great leap forward.
1) The Magician- Mean an element of surprise and something good or bad.
2) The High Priestess- This is the highest card in the tarot deck. Means very powerful and that good or bad secrets will be revealed.
3) The Empress- This means that there will be delays in your life these can be good or bad delays.
4) The Emperor- This Means stability or stabilizing influence coming into your life.
5) The Hierophant- This means that there could be marriage coming into your life. If you could do well in a government or public company, you will have a better body corporate.
6)The Lovers- Love affairs. The romance builds again within marriage. Relationship. Relatives. The loving relationship you could share with a friend.
7) The Chariot- Movement of residence. Journey. Victory over a situation or problem. Balancing opposite polarities.
8) Strength- Inner strength. Confrontation with yourself or other people.
9) The Hermit- Loneliness. Unattached. Soul0searching time needed or time alone.
10) Wheel of Fortune- Elevation of money. Overseas trip. Completion phases.
11) Justice- Legal situation or document. Police. Finding out the truth in the matter affects the balance.
12) The Hanged Man- Getting stronger in oneself after a lot of deliberating and delaying in your life.
13) Death- Death of situation or ending. New beginning.
Research References-
Existing Campaigns-
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Audience Research
The two PowerPoints below shows the questions and answers from the audience questionnaire and the focus group. With these forms, I could get a better understanding of who my audience is and what they are into, this help me better plan how I would move forward in my project. In terms of how I would structure my magazine front cover and print advert and helped me decide what kind of topics I could do as part of the journey theme. After looking at and analyzing the responses I received, I could choose the topic I would do as part of the journey theme, my topic would be witchcraft. I was also able to decide that I will have more images than writing as it seems that people like more images to look at than writing to read.
Audience questionnaires-
Focus Groups-
Audience Profile-
Female: 33.3%
Male: 66.7%
Average Age: 16-20
Target Audience: 15-25-year-olds
Profession: Students/Workers
Social Grade: E
Psychographics: Mainstreamers, Aspirers and Explorers
My target audience ranges from 15 to 25-year-olds. A lot of people around these ages begin to start gaining an interest in photography and cinematography, this may either be because they have studied it at college or university or they just like to take photos or content making.
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