Intercultural Design - Proposal, Data Collection & Visual Design

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5/2/2024 - 19/2/2024  (Week 1 - Week 7 )

Lim Yu Xuen / 0359676

Intercultural Design / Bachelors of Design (Hons) in Creative Media / Taylor's University

Project: Proposal, Data Collection and Visual Outcomes

TABLE OF CONTENTS

✿ Lectures

✿ Project 1: Proposal
✿ Feedback


INSTRUCTIONS

Project 1: Proposal (30%)

A proposal to concretise ideas, supported by research, for a final design revolving a given theme that reflects students' understanding and interpretation of global issues and design aesthetics.

The general theme is "Cultural Sensitivity in Design". We are required to study a cultural phenomenon, or a particular subculture that is perceived as 'sensitive', and "frame" the study within the chosen theme. We are assigned to convey this cultural aspect without altering the actual facts but within a presentable interpretation and adaptation that raises awareness from the viewers. Produce some preliminary ideas on how to visually express our interpretation using design language. Each idea is to be supported by a short rationale. Conduct visual research to help expand idea generation.
  • Powerpoint presentation (in one PDF file) to upload in TIMeS
  • 200-word write up defining and interpreting the theme in relation to the chosen cultural elements
  • Citation is necessary as evidence to the research
  • A minimum of 3 preliminary ideas in detailed sketches, each with individual rationale
  • Visual references (visuals that inspire/ influence those ideas)
  • Reference list
  • Picture credits
Marking Criteria:
  • 15% — Research & visual references (resourcefulness, scope)
  • 10% — Written communication (clarity & completeness)
  • 5% — Presentation of proposal
Learning Goals:
  • To demonstrate the ability to conduct research pertinent to the design process
  • To employ effective communication skills
  • To engage in critical thinking in solving problems
  • To incorporate team spirit in learning
Timeframe: 2 Weeks (Week 1 - Week 3)

Deadline: Week 3

Find out other information about this module below
Figure 1.1 Module Information


LECTURES

Week 1: Module Outline
Mr Asrizal and Ms Annis gave us a short brief on the module information. They discussed about the module outline and the projects we will have to complete. The first project that we will start with is "Cultural Sensitivity in Design". It will be a group project  (group members will be randomly selected). We were tasked to study about subcultures or phenomenons that are related to the given theme. 

Week 1: Culture & Design
The first lecture was about theme cultural sensitivity, where we learnt that visuals are powerful persuasive mediums to provide most of our information about the world.

Visuals are:
  • Everything that can be seen
Definition: wide, all-inclusive including nature (Nature is not culture), unless there's meaning and representation attached to it.
  • Everything produced or created by humans that can be seen
Definition: This proposes that the visual is everything that can be seen and which is produced or created by humans for the purpose of visual representations that has functions, content and communicative purpose.


!  Designers need to be aware of cultural nuances, symbolism, and context to create designs that are inclusive and resonate with diverse audiences.


Design significance:

We are able to identify the social, cultural, and political sphere where the design elements reside. This can be identifiable by understanding the significance of graphics in cultural studies, philosophy, sociology and origin history. We will be learning about the design system  which is divided into 3 parts.

Design system:

  • Purpose: Cultural Functions
  • Aesthetics: Design language
  • Use: Implementations
Cultural sensitivity in design goes beyond aesthetics, it encompasses functionality, usability, and overall user experience. There are two parts in cultural sensitivity: Cultural sensitivity awareness & Addressing cultural sensitivity.

Cultural Sensitivity:
  • Cultural Sensitivity Awareness
— Symbolism and Imagery
Certain symbols and images may carry different meanings in different cultures
  • Addressing Cultural Sensitivity

LECTURE SUMMARY

Week 1: Task 1 briefing. Do research and come up with ideas on cultural sensitive in designs.

Week 2: Divide ourselves into groups and discuss on our topic and proposal.

Week 3: Continue with proposal powerpoint and proposal video.

Week 4: Data collection week (no class).

Week 5: Show lecturers our progress on data collection.

Week 6: Have discussions with our assigned lecturers on data collection and final task directions.


PROJECT 1: PROPOSAL

1. Group Introduction

On week 2, we were split into groups according to the lecturers instruction.

Here are our group members (Group 29):
0365721  Lew Guo Ying 
0359676  Lim Yu Xuen 
0364898  Lai Jia Xuan 
0355022  Celine Lee Shin Yee 
0356570  Chow Chen Yi 
0367629  Song Jun Tao
Our chosen topic is on skulls as they are often associated with death and are seen as a sensitive topic and a taboo.

Before we decided on this topic we had a few other ideas which are:
  • The number 4 (死)
In Chinese cultures, the number 4 is seen as unlucky and bad as it has the same pronunciation as death in mandarin (死). Many building use Level3A as an alternative to Level4.
  • Pinching hand gesture
In south Korea, the pinching hand gesture in considered controversial as the Men Rights Activists in Korea claimed that the hand gesture is "Anti-Male" and promoting misandry, making fun of the size of male genitals.
  • Friday the 13th
In some cultures that practices Christianity, there is a saying that one will have bad luck on Friday the 13th. This was likely because that Judas ( a person who is said to have betrayed Jesus) was the 13th guest at the Lat Supper.
    • Writing names in red ink
    In some East Asian countries such as China and South Korea, it is said that writing one's name in red ink is considered rude because they believe that it brings bad luck and even death.
    • Rainbow flag/color
    In some countries where LGBTQ+ is seen as a sensitive topic or even illegal, promoting events and products related to LGBTQ+ is considered offensive. For instance, Malaysians that own the Swatch watch that celebrated the LGBTQ+ would be jailed for three years.
    • Kuman Thong 
    Kuman Thong is a figurine said to be a trapped spirit of an unborn child that have died prematurely that originated from Thai literacy. The figure is said to bring good luck and fortune to both home and business affairs to the owner and can help the owner from danger and bad things.
    • Skulls
    In most cultures, skulls are commonly associated with death or danger and is seen as a sensitive topic.

    After a few discussions, we decided to settle for skulls as our topic.

    Figure 1.1 Mind map of our idea


    2. Proposal 

    For Project 1, we were instructed to submit a proposal to concretise our ideas, supported by research, for a final design revolving the chosen topic on the given theme which is cultural sensitive in design.

    Proposal presentation (PDF)
    Speech order for proposal video:
    1-2 Guo Ying 
    3-4 Noelle 
    5-11 Celine 
    12-26 Guo Ying 
    27-31 Cyrus 
    32-37 Celine 
    38-48 Jia Xuan 
    49-56 Noelle
    57-61 Jia Xuan
    62-69 Song 
    70-73 Cyrus 
    Proposal Video


    3. Data collection

    For the continuous assessment (Project 2), we conducted a field study to collect data on our chosen topic.

    We paid a visit to the national museum to look at the human skulls remains and also found products with skull designs while we were at the mall.

    We made a google form survey and asked our friends and family to fill the form to collect more data about the different thoughts on skulls.

    A summary on a documentary about skulls that we found on Youtube is also added to our data collection.

    Data collection presentation (PDF)


    4. Visual outcome
    Final Visual Outcome (PPT)



    Final Visual Outcome Presentation video

    Here are all our ideas before deciding on the skull pots:

    1. Merchandise with skull designs
    - Keychains, bracelet, necklaces, cups etc.

    2. Poster for exhibition
    - Design a poster for an event (exhibition) for skull designs.

    3. Skull face makeup
    -  Put together a skull face make-up inspired by Mexico's day of the dead.

    The idea that we went for:
    Skull plant pot kit
    - Design a skull plant pot and box for the pot. The kit includes seeds and a pot alongside a few cards with facts about skulls and what they represent in different cultures.
    - Aim to change stereotypical views on skulls, show that skulls doesn't only mean death or other negative things but skulls can be a symbolism of life and a motif to express one's mentality and personality.

    Overall plan:
    Fig.1.2 Overall plan sketch

    We opted to search for a pot shaped like a skull, where we could paint our unique design over it. Afterward, we planned to plant some greenery in it and also create a custom packaging for our product which is a self planting kit. For the product packaging/ box, we plan to have an illustration of a skeleton and a plant as our packaging logo and some descriptions on the side of the packaging to clarify the details of our product. Inside the box would be the skull pot, plant seeds as well as some cards with facts about skulls and insights into the significance of skulls across various cultures.

    Fig.1.3 Sketch of the pot's design


    Fig.1.4 Skull pot before painted design


    Fig.1.5 Skull pot and seeds


    Fig.1.6 Plant growth process

    Fig.1.7 Pot with design painted


    Here is a snippet of the painting process of the pot.


    Fig.1.8 Final look of the skull pot with plants




    Fig.1.9 Details of product packaging logo

    For the packaging design, we utilized our Adobe Illustrator skills, which we acquired through our studies in BDCM. We came up with a cartoon skeleton with a sprout on its head as our product aims to challenge conventional perceptions of skulls and demonstrate how skulls can be a symbol of life.

    to effectively communicate product information and details

    Fig.1.10 Final packaging logo

    Behind the logo is the product's name — "Cranium Charm". "Cranium" refers to the skull, which intuitively expresses the shape of our product and "Charm" represents attractiveness, inviting others to understand the charm of life and death, to learn about it, and to respect it, but of course not to underestimate it.


    Fig.1.11 Product details and information on the side of the packaging

    On the side of the packaging, we included a few pictures of what our product would look like with the plant grown inside.
    Fig.1.12 Product details and information on the side of the packaging
    We also included more details on our product and also a QR code that leads to our groups' (Group 29) google drive with all of our progress and work.
    Fig.1.13 Product details and information on the side of the packaging

    On the other side of the packaging are some descriptions oof our product details such as why are our pots skull-shaped etcetera and what it has to do with what we are trying to achieve. At the bottom are some "Did you know ?" facts about skulls and it's symbolic significance in different cultures.

    Fig.1.14 Overview of the product packaging

    We placed our design onto a box template as a preview of the packaging.



    Fig.1.15 Final product packaging
    Here is a clearer view of the product packaging


    Fig.1.16 Plant care guide card


    We also included a plant care guide card in our product as part of the packaging


        
    Fig 1.17 Final Outcome of skull pot with packaging

    This is the final outcome of our skull pot next to the packaging we designed alongside the seeds, some fertilizer as well as a plant care guide card.

    FEEDBACK

    Week 5
    Specific Feedback: We need to focus more on the rationale and the message we want to convey through our final outcome. Add in the skull symbolism that we mentioned to Mr. Asrizal to Project 2 slides. 

    Week 6
    Specific Feedback: Showed our final idea and progress on our final outcome to Mr. Asrizal, everything is good, we can proceed.

    REFLECTION

    Personally, I gained valuable experience through learning and creating physical and online exploration. I learned many new things about Skull Culture, and gained an interest and understanding in the culture. It was a topic that was new to me and group mates, so many research had to be done. The overall journey has enhanced my communication and problem solving skills. At the same time, I worked together with my fellow teammates to complete this assignment. I am grateful that everyone communicated well with one another, and was able to join group discussions despite having their personal life schedules. Throughout, our work was organised and structured in a clear direction, while being guided by our group leader and dedicated teammates. Without a doubt, I gained new knowledge and was able to improve my skills in different aspects.


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