Intercultural Design - Proposal, Data Collection & Visual Design
05.02.2024 - 22.04.2024 / Week 1 - Week 7
Teo Mei Hui / 0358315
Intercultural Design / Bachelors of Design (Honors) in Creative Media / Taylor's University
Proposal, Data Collection & Visual Design
Lectures
Culture & Design
Visuals are...
- the most persuasive form of medium to provide most of our information
- everything that can be seen.
- everything produced or created by humans that can be seen
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| Figure 1.1 Design Significance |
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| Figure 1.2 Design System |
- Designers need to be aware of cultural nuances, symbolism and context to create designs that are inclusive and resonates with diverse audiences.
- Cultural sensitivity goes beyond aesthetics, it also encompasses functionality, usability and overall user experience.
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Symbolism and Imagery
- Certain symbols and images may carry different meaning in different culture. -
Typography and Language
- Choosing fonts and text styles that are culturally appropriate is important -
Color Considerations
- Colors can have cultural significance, and their meanings may vary across different societies
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Before writing the proposal
- Collecting data existing resources.
- Sketch out a proposed artwork based on research -
After producing the proposal
- On-site observation
- Interviews / Surveys -
During the creation of artwork
- Final design production of the artwork (processes/team contributions)
- Data collected through published and existing resources (instructions/safety®ulations)
Instructions
Task 1 - PROPOSAL
The general theme is 'Cultural Sensitivity'. We have to select a cultural phenomenon or particular subculture that is viewed as 'sensitive', and 'frame' our study within the theme. To convey our interpretation towards this cultural aspect without altering the actual facts, we are to propose 3 ideas for a visual design that raise awareness among viewers.
Week 1: Grouping
Group 50
Chayanit Choo (0366511)
Emily Goh Jin Yee (0357722)
Chan Suet Yee (0358427)
Seona Choi (03665522)
Sketch 3: Emily
Task 2 - DATA COLLECTION
Week 4 - Week 5
We are to conduct data collection about our chosen culture with relevance to the theme and research objectives. We are required to collect visual, oral, textile and tactile artefacts as part of our research material. All materials collected must be recorded and documented, accompanied by necessary information such as type of artefact, purpose, symbolism or cultural background. Data collection methods include observation study, interviews, and online or physical visual research.
Week 4: Data Collection
Online Research
We divided into three pairs to conduct research through on the following
topics:
History / Beliefs - Xiao Fang, Chayanit
Fashion
- Suet Yee, Seona
Stereotypes / Prejudice - Mei Hui, Emily
Online Interview
We reached out to 25+ Goths on social media (Instagram, Tiktok) and direct messaged them our interview questions. In the end, only 3 of them replied.
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| Figure 2.1 Interview Questions |
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| Figure 2.2 Interviewee Profiles |
Online Survey
We created a Google Form Questionnaire and shared in on our social medias to study the public's perception towards the Goth subculture. We managed to obtain 46 responses.
https://forms.gle/KSrtxXfkPeLMxYSL7
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| Figure 2.3 Online Survey Questions |
Field Study
Me, Emily and Suet Yee conducted field research, where we visited The Church of Holy Rosary, Kl and I-Socks in Berjaya Times Square in order to observe Gothic Victorian style architecture as well as explore the availability of Gothic clothing in Malaysia.
We also took pictures of any Gothic style clothings and accessories in usual fashion outlets in the mall. Meanwhile Seona, who was in Japan at the time also managed to find Gothic style accessories there.
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| Figure 2.4 Field Study at Church of Holy Rosary |
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| Figure 2.5 Field Study at Church of Holy Rosary |
Week 5: Data Compilation
We compiled the research materials and our analysis into the slides.
Key Discovery
If we had to describe the Goth subculture with 2 keywords, it would be:
Unorthodox and Misdefined
After the entire data collection process, we have concluded Goth subculture is
too often misjudged and mistreated due to the false negative stereotypes
surrounding them. Although they may adopt a lifestyle and possess interests
that are different and controversial, they are still normal harmless people to
their core who is just being their own unique self. They should not be defined
and labelled by the public’s misconception towards them. Furthermore, we have
learned to appreciate the unique and beautiful gothic aesthetic. Since it has
been observed that the Goth subculture is not popular in Malaysia, we wish to
promote it through our final design, and educate the public about the truth of
the Goth subculture.
Final Project - VISUAL DESIGN
Week 5 - Week 7
Utilising the collected data, we are to produce a visual design outcome that reflects our interpretation towards the culture, and definition of 'framing', while considering the cultural aspects, balanced with our design knowledge. We can explore various approaches, such as experimental art with the use of manual and/or digital media.
Week 6: Finalizing the Design
After consultation with Dr. Charles, we have decided to dress up as Goths. Dr. Charles initial advice was for the entire group to dress up and walk in public areas, then filming other people's reaction, but some members were not comfortable with the idea.
Thus, we compromised and decided to do a photoshoot of 2 members dressed as Goths and 2 members as either their counterparts or friends. Then, we will create a concept photo album and develop the narratives behind the photos.
We almost decided on going to a Christian cemetery for the photoshoot, but it was too unsafe so we changed our mind to Perdana Botanical Garden instead.
Week 7: Conducting Photoshoot
Friends - Emily, Suet Yee
Photography & makeup - Chayanit, Xiao Fang
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| Figure 3.1 Me and Seona getting Goth makeup done |
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| Figure 3.2 Arrived at first photoshoot location, Church of Holy Rosary |
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| Figure 3.3 Our photographers, Xiao Fang and Chayanit |
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| Figure 3.4 Group 50 photo |
Feedback
Week 2:
Asked Mr. Asrizal about whether or not our topic on Buddhism temple works, he asked us what was the sensitive part. We replied that it was about the rules in the temples. No feedback was given after that. Miss Noranis suggested we do our research based on the design system. (in Teams)
Week 4:
Updated Dr. Charles about our data collection progress in Teams, he asked what were our key discoveries. We didn't answer as the data collection was not completed yet.
Week 5:
Had face-to-face consultation with Dr. Charles, he says our data collection looks good so far, but we should try to include more visuals and less words. As for the final design sketch, he likes the goth bearbrick idea, but he suggested us explore more such as using a Barbie doll instead, because Barbie is known as a successful and idolized personality, in order to show the unexpected and break the rules. Later on, he suggested an even more interesting idea, that is the whole group dress up as Goths in public areas, and film the people's reaction, like a social experiment. He wanted us to stop playing it safe within the frames.
Week 6:
We consulted Dr. Charles face-to-face and told him that we will be having photoshoot of a few team members as Goths. Then we asked his opinion on how the final design should be presented, as we were torn between a few ideas (GIF animation photocard, photoshoot of Goth and counterpart hugging). He said both ideas work, the most important thing to think about first is our purpose, and whether the design aligns with that. He also suggested going to the cemetery (he would give us an immediate A), but make sure it's within our means.
Reflection
Experience
During the start of this module, we were quite confused on what to do as we couldn't really grasp the theme of cultural sensitivity and it's relation to design. The topic that we initially decided on (Buddhism temples) felt wrong. Fortunately, a new member, Xiao Fang joined our group, and her advise for us to choose a subculture that was already seen as sensitive helped set our group in the right direction and move forward.
For the final project, I was tasked with dressing up as a Goth, along with Seona. It was truly an unforgettable experience. Special thanks to Xiao Fang for the amazing makeup, as well as Seona and Chayanit for the clothes and accessories. I was able to experience the stares and judgement an actual Goth goes through on a daily basis. When we arrived at the cafe for a photoshoot, the owner acted skeptical towards us. However, I still had a lot of fun and it felt quite meaningful.
I found out that working on a design as a group can prove to be quite difficult. There were instances when we had different thoughts and ideas, thankfully we were able to sort it out after further discussion and voting. This is a good learning experience that prepares us for the working field in the future, where we will always be working in a team with other people.
Observation
Throughout this assignment, I was able to observe that there are many architecture in Malaysia that resembles the Gothic Victorian style, due to the history of being colonized by British people in the past. Besides, there are many clothing and accessories sold in usual fashion stores in the mall that can be incorporated into a gothic outfit.
However, it is evident that many people in Malaysia do not understand or accept people in the Goth community, and believe in false stereotypes about them. For instance, I experienced weird stares and people attempting to take photos of me dressed as Goth without me knowing. Hopefully our final design can help, even if just a bit, in raising awareness about the truth.
Findings
After spending the entire semester researching and experiencing the Goth subculture, I realized that the Goth subculture is too often misjudged and mistreated due to the false negative stereotypes surrounding them. Although they may adopt a lifestyle and possess interests that are different and controversial, they are still normal harmless people in their core who is just being their own unique self. They should not be defined and labelled by the public’s misconception towards them. Furthermore, I have learned to appreciate and admire the beauty of the Gothic aesthetic..jpeg)
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