Design Studies 2: Culture and Consumerism- Assignment 2
26 April, 2018 - 5 July, 2018 (Week 5 - Week 14)
Jesslyn Fabryando (0332213)
Design Studies 2: Culture and Consumerism
Lecture 5: Culture and Communication
26 April, 2018 (Week 5)
On the fifth week of class, Ms. Anis given a lecture about 'Culture and Communication'. Then Ms. Anis mentioned about the Sapir-Whorf Hypothesis which relies heavily on the fact that you have to understand a certain language first before understanding the culture itself. Different languages may affect people's thinking, perceiving and behaving toward the world differently because of the different culture.
In classic communication theory, communication in broad sense includes all the procedures which one's mind may affect another. As a model of communication there is a loop.
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| Fig. 1. Communication feedback loop diagram |
Ms. Anis then told us that for us to be more effective in designing, we have to consider the view of our audience. As we design, we need to consider the audience's cultural knowledge because cultural knowledge provides the basis for interaction. We were advised to ask people from different course to learn more about what they think, perceive, and understand with what we design as a result to make some improvement of our work through their feedback. There are 4 elements that we need to consider overtime we are designing things.
Four elements of visualization style that vary by culture are:
- Appeal (motives of visual and values presented)
- Communication Style (e.g. explicit, implicit, direct, indirect)
- Basic Visual Form (e.g. testimonial, entertainment, drama)
- Execution (design form of the visuals)
After the lecture conducted by Ms. Anis, she showed us commercial from Watson that was released during 2017's Hari Raya and gave us a group activity where we were asked to identify the four elements of visualization style and explain what went right and what went wrong from the commercial based on our own perspective.
Lecture 6: Advertisement power on consumer
3 May, 2018 (Week 6)
On the sixth week of class, Ms. Anis given a lecture about ''Advertisement power on consumer". Advertising is a symbolic artifact constructed from the conventions of a particular culture. Every advertisement that is created should be executed well where people will remember the advertisement as well as the receivers of the message should understand and have the cultural knowledge to be able to make a response.
As we create an advertisement, the power of advertisement should be revealed where the advertisement will make people marginally dissatisfied with their life. And upon purchasing the object of envious it will somehow transform the people and give them the love of themselves.
Advertising design refers to the creation and organization of visual artwork used in advertisements (ads) for products and services. Businesses use advertising to accomplish varied goals, and companies place those ads in diverse media.
There are 5 types of advertisement:
- Product introduction
- Product sales events
- Product differentiation
- Product breakthroughs
- Institutional advertising
Lecture 7: No class
10 May, 2018 (Week 7)
There was no class on the seventh week because online quiz was conducted.
Lecture 8: Culture Ownership, Style, and Identity
17 May, 2018 (Week 8)
On the eighth week of class, we presented our group activity in class about Institutional advertising. Afterwards we proceed on our lecture about culture ownership, style, and Identity. Ms Anis explained one by one the definition. Also, she mentioned that nowadays the ownership of culture is different before is because of globalization.
Culture: It is complex whole which includes capabilities and habits acquired by a member of that particular community.
Style: It is the way something is expressed.
Cultural Identity: It is the identity or feeling of belonging to a group.
Identity: It is the state of having unique identifying characteristic, identifying oneself.
Ownership: It is the state of owning something.
Lecture 9: No class
24 May, 2018 (Week 9)
INSTRUCTION:
Assignment 2: Culture and Consumerism: Festive Collateral Designs
WORK PROCESSES:
On the first class of week 5, Ms. Anis explained about our second assignment which will be a group assignment. We were asked to choose a festivity in Malaysia and design 5 collaterals for it. As for my group we decided to go with Christmas celebration because our group members are familiar with this celebrations even though we came from different countries we still celebrate this celebrations. As for the collaterals, we decided to design wrapping papers, greeting cards, filled ornament, paper bag and food packaging. As for our art style, we decided to use vector art.
Seeing that we are six people in a group, the other friend of us will do the illustration that will be used in the 5 collaterals so that the design will be consistent. At first we draw some of the Taylor's animals.
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| Fig. 2. Sketches of Taylor's animal |
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| Fig. 3. First attempt of the vector art style of Taylor's animal |
In this Vector art style, we find it a bit stiff and not children like theme. Supposedly it should be a bit rounder and cuter however, it didn't turn out well. Th color is also not friendly. This is one of my friends task. Since that, I took in charge for the illustration.
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| Fig. 3.1. Revised animal character and Christmas ornaments Vector illustration |
In figure 3.1. is the final illustration to be used is the five collaterals so that the art style will be consistent. As I did the illustration in Adobe Illustrator, my group and I find it more lively and cuter suitable with the concept which is a children like feel.
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| Fig. 4. Reference of making a wrapping gift |
Since our task is divided equally I decided to make the wrapping gifts. Before designing the wrapping gift, I look for some references and also watch some tutorials to make a pattern in Adobe Illustrator.
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| Fig. 5. First attempt of wrapping gift design |
Fig 5 is my first attempt, I was thinking how about making the background gradient with the color combination of Christmas which are white red and green. Upon doing it, I asked for my group member's opinion. However, they told me it is better to make it just 1 color.
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| Fig. 5.1. Second attempt of wrapping gift design |
This is my second attempt by changing all the background color to just stay in one color. Upon asking their feedback again, they suggested to stay with pastel color because it will be friendlier since our concept is children feel.
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| Fig. 5. Third attempt of wrapping gift design |
This is my third attempt, after receiving my second feedback from my members. From this four pastel color, we all decided to stay with 2 colors which are the green and pink pastel color that suits the Christmas theme.
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| Fig. 6. Final Outcome for gift wrap to be printed out (1st Collaterals) |
My first thought of making these collaterals were easy to design and will not take a lot of time, however, I was wrong. It took some time to designed things especially when you are working in a group, we need to agree things as a team. Aside from that, all the design that we did we always ask for feedback and suggestion to improve our design, in this case we really help each other out and we want to make sure that everyone is involve in this project so that we can learn the mistake and gain the knowledge and ideas together and at the end we can rise together.
During my time designing my wrapping gift, it took me some time even though it may look the easiest thing to design however, it’s not true. I am very indecisive, I can’t choose the correct color that will look appealing to the eyes. Since it is a group work, I was really being helped by my members in every aspect of it.
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| Fig. 7. Tote bag design |
At first we wanted to make a tote bag but because time is our enemy, we decided to change into paper bag to be used in a store. Such that if people purchase Taylor's item we can make use of paper bag.
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| Fig. 7.1. Sample of paper bag design 1 |
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| Fig. 7.2. Sample of paper bag design 2 |
Upon finishing my wrapping gifts, I also helped designing
the paper bag (fig.7.1 & fig. 7.2) with the use of pastel color as well as coming up a quotation to be placed inside the greeting
cards.
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| Fig. 7.3. Sample of paper bag design 3 |
In this figure 7.3. we decided to go for red background, We designed different placement of the greetings as well as the logo.
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| Fig. 7.4. Final Outcome for paper bag to be printed out (2nd Collaterals) |
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| Fig. 7.5. Printed and folded paper bag - Final Outcome |
For out third collaterals which is filled ornaments. We bought the Christmas ball and we decorated it with cotton, glitters and for the fillings, we decided to have it laser cut such as the Taylor's logo, Christmas tree and the goose that serve as Taylor's trademark animal. We use acrylic and do some hatching.
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| Fig. 8. Final Outcome for filled ornaments (3rd Collaterals) |
For our forth collaterals which is greeting cards, we did several designs to be printed out. We decided to make it simple and pop up Taylor's animals as well and the logo. This animals serve as Taylor' mascot.
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| Fig. 9. First Attempt of designing the Greeting cards |
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| Fig. 9.1. Final Outcome for greeting cards (4th Collaterals) |
For the greeting cards, we decided we will have several designs, so printed 3 designs.
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| Fig. 10. Final Outcome for food packaging (4th Collaterals) |
For our fifth collaterals which is food packaging, we decided to make it look like a book wherein our concept is like a fairy tale theme.
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| Fig. 11. The 5 collaterals for Christmas festiv |
In figure 11 is our final outcome for the 5 collaterals we chose. From this group project that serve as our final assignment throughout the eight weeks was a challenging task to do. In this group assignment I feel that, we are helping each
other out even though we were not dividing the time properly. It was a tiring
group project however it was fun doing it. Overall, Ms. Anis's feedback is pleasing. The only thing that she is concern with is about the timing because our food packaging could be used a bit of polishing to make it better.
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