INTERCULTURAL DESIGN
5/2/2023-22/4/2023 (Week 01-07)
Chan Suet Yee 0358427
Bachelor of Design (Honours) in Creative Media
Intercultural Design | GCD61304 | Group 50
Proposal | Data Collection | Visual Design
LIST
TABLE OF CONTENTS:
LECTURES
[ CULTURE & DESIGN ]
WHAT ARE VISUAL ?
- Powerful persuasive medium to :
- Provide most of the information about the world
- Everything that can be seen
- all inclusive, including nature
- Everything produced/ created by human that can be seen
Fig 1.0 Percentage of audiences
DESIGN SENSITIVITY
For inclusive design, designers must consider :
- Culture nuances
- Symbolism
- Context
Cultural sensitivity is design extend beyond aesthetics to include :
- Functionality
- Usability
- Overall user experience
Cultural sensitivity awareness :
- Symbolism & imagery
- Have varying interpretations across cultures
- Designers must be cautious of cultural meanings to prevent unintentional offence
- Typography & languages
- Select culturally appropriate fonts and text styles
- Ensure accurate translations and consider language variations to reach diverse audiences
- Colour considerations
- Recognise that colours hold cultural significance
- Understand how meanings of colours vary across societies
- Use the knowledge to make appropriate colour choices in design
Addressing cultural sensitivity :
- Inclusive Design
- Ensure products and experiences are accessible to all individuals, regardless of cultural background or abilities
- Localisation
- Enhance the acceptance and relevance of a product or service
- User Research
- Including ethnographic studies and user testing across diverse groups
- Gain insights into cultural preferences and behaviours
- Cultural Awareness Training
- Develop a deeper understanding of diverse perspective and sensitivities
Fig 1.1 Example of design significance
Fig 1.2 Example of design system
RESEARCH PROCESS
Before writing the proposal :
- Data collected through existing and published resources
- Wikipedia
- Youtube, etc..
- Sketches of proposed artwork based on the research
After Producing the proposal :
- Data collected by all team member
- On-site observations
- Surveys
- Interviews
During the creation of work :
- Final design production of artwork
- Processes
- Team contributions
- Data collected through published and existing resources
- How to instructions
- Safety regulations
INSTRUCTIONS
TASK 1| PROPOSAL
[ WEEK 01 - 03 ]
INSTRUCTIONS
This task is to develop a final design on the theme "Cultural Sensitivity in Design", focusing on a culturally sensitive phenomenon or subculture. This involves studying and framing the chosen cultural aspect within the theme to raise awareness without altering the facts. Preliminary ideas for visual expressions through design language are required, supported by rationale and visual research to aid idea generation.
SUBMISSIONS
- 200 words write-up defining and interpreting the theme in relation to the chosen elements
- Citation is necessary as evidence to the research
- A minimum of 3 preliminary ideas in detailed sketches, each with individual rationale
- Visual References (Visual that inspired/ influence those ideas)
- Reference List
- Picture credits
PROCESS
Week 01 | Grouping
During our first lecture, our lecturers introduced us the rule of grouping. Each student received a coloured sticker representing our course and semester. With a maximum group size of six, and a limit of 3 students per colour, diversity was encouraged. We were particularly urged to reach out to international students, fostering cross-cultural collaboration and enhancing our collective learning experience.
My group | Group 50
Teo Mei Hui (0358315)
Chayanit Choo (0366511)
Emily Goh Jin Yee (0357722)
Chan Suet Yee (0358427)
Seona Choi (03665522)
Chayanit Choo (0366511)
Emily Goh Jin Yee (0357722)
Chan Suet Yee (0358427)
Seona Choi (03665522)
Cui Xiao Fang (0351930)
Week 02 | Topic Selection
Initially, our group planned to focus on Buddhism temples, intending to explore cultural nuances across Chinese, Thai and Japanese Temple. Our aim was to create sketches illustrating the unique customs and rules observed within each temple, particularly emphasising the importance of cultural sensitivity to avoid unintentionally disrespect. However, we couldn't shake a sense of uncertain about the appropriateness of our approach.
Subsequently, we pivoted our topic to the Goth Subculture, following advice to select a subject typically viewed as sensitive. Our research delved into the background, defining characteristics, prevalent stereotypes associated with this subculture. We then developed one rationale and 3 sketches, seeking to accurately capture the essence of the goth community while respecting its diversity and complexity.
Week 03 | Proposal
We divided tasks among our group to ensure fairness. I'm responsible for creating the first sketch and also did some research for our proposal. This way, we are all contributing equally to the project.
- Rationale : Xiao Fang
- Research & Slides : Chayanit, Seona
- Sketch 01 : Suet Yee
- Sketch 02 : Mei Hui
- Sketch 03 : Emily
Sketch 01
The sketch draws inspiration from poker cards, specifically the powerful imagery associated with the queen. In this renditions, the queen of spades and hearts are merged with the elements of goth culture. The intention is to challenge stereotypes surrounding goth by juxtaposing misconception with the reality of the goth subculture. By showcasing the true essence of goth identity, the design aims to debunk common misconceptions.
Fig 1.3 Presentation slide for sketch 01
Fig 1.4 Presentation slide for the visual references of sketch 01
We scheduled 2 meetings on February 23,2024, Friday to prepare and record our presentation. The first meeting took place before our lecture class, during which we collaborated to compile our research findings and integrate our sketches into the slides. After our lecture, we convened for a second meeting to deliver our presentation and record it for submission.
Fig 1.5 Group photo during our meeting, (23/2/24)
(From left to right : Emily, Suet Yee, Mei Hui, Xiao Fang, Seona, Chayanit Choo)
Fig 1.6 Preparing for our presentation
FINAL SUBMISSION
Proposal
Fig 1.7 Presentation slide of Task 1
Presentation Video
Fig 1.8 Presentation recording video
TASK 2 | DATA COLLECTION
[ WEEK 04 - 05 ]
INSTRUCTIONS
In this task, we are required to gather visual, oral, textual and tactile artefacts for our research in Task 1. This artefacts must be meticulously recorded, documented and accompanied by relevant information such as type purpose, symbolism, cultural/historical background and more. Data collection methods include observations studies, interviews with relevant skate holders, and online and physical visual research of the selected culture encompassing aspects such as peoples, arts, symbols, architecture, text, calligraphy, etc...
SUBMISSIONS
- In relevant ways that protect and preserve the collected artefacts and materials
- Accompanying descriptions that properly and clearly informs about important information of each artefact and materials
PROCESS
Week 04 | Secondary Research Topics
Following an online discussion, we outlined our secondary research objectives and assigned tasks accordingly. We agreed upon the following topics to include in our research:
- What is goth ?
- History of goth
- Goth Fashion
- Stereotypes of goth
I am tasked with researching goth fashion for our project. Narrow down my focus within goth fashion. I've identified 3 key subtopics to explore :
- Characteristics of goth
- Evolution of goth outfits
- Types of goth
Fig 1.9 Presentation slide of goth fashion
Week 05 | Primary Research
For our primary research, we've outlined a multifaceted approach:
- Online surveys via Google Forms
- Online interviews
- Field Study
Discussion On The Questions For Online Survey & Online Interview
All group members were brainstorming questions and inputting them into a Google Docs document. Subsequently, we have another online meeting to review and discuss on the questions. During this meeting, we evaluated each question's suitability for both online survey and online interview, aiming to select the most relevant and effective one.
Fig 2.0 Questions selected for online survey
Fig 2.1 Questions selected for online interview
Online Surveys Via Google Forms
Mei Hui and Emily took the initiative to create Google Forms survey. They provided us with the link, which we can share with our networks to collect responses.
I shared the survey link with my friends via WhatsApp group and also on my instagram account.
Fig 2.2 A Screenshot of the survey link is shared to a WhatsApp group
Fig 2.3 Screenshot of the survey link is shared on my Instagram story
Siien (Chayanit Choo) and I were tasked with sending interview questions to various goth's instagram accounts. Despite our collective efforts in finding accounts, we only received one response out of the 20 messages sent.
While continuing my search, I stumbled upon the reels video featuring a Malay mother dressed as goth with her child at a MRT station. This surprising discovery led me to reach out to her, expressing my interest in conducting an online interview, initially there was no response to my instagram messages, so I decided to reach out to her through her TikTok account as well. Fortunately, she eventually responded, and patiently answered all the interview questions.
In the end, we received a total of three responses to our online interview questions. One response came from instagram, while the other 2 came from TikTok. This diverge range of responses provides valuable insights into goth culture from different perspective.
Fig 2.4 The goth mother with her son at a MRT station
Fig 2.5 Part of the conversations with one of the interviewee
Field Study
We attempted to visit gothic stores or cafes in Malaysia for our research, but they were difficult to locate. Since Sona was in Japan and Korea, we requested her assistance in finding shops with gothic elements that could contribute to our research but unfortunately none were found. However, she did find stores offering gothic accessories. As an alternative approach, we explored shops such as I-SOCKS and Lovisa to spot accessories and clothing items commonly worn by goths.
Other than that, we considered visiting church, recognising their potential relevance to the historical context of gothic culture. We opted to visit the Church of The Holy Rosary due to its victorian style architecture which aligns with the gothic aesthetic we were exploring.
Fig 2.6 Field trip to the Church of The Holy Rosary
(left to right : Mei Hui, Emily, Suet Yee)
Fig 2.7 Interior of the Church of The Holy Rosary
Fig 2.8 I-SOCKS, Berjaya Times Square
Unfortunately, We were unable to capture many pictures at the I-Socks store as we discovered upon arrival that photography or videography was not permitted on the premises. Despite our attempt to request permission from the staff to take a few pictures of the gothic clothing for our assignment, we were informed that photography was not allowed. As a result, we have limited documentation from this location for our research.
Conclusion [ Key Discoveries ]
If we had to describe the goth subculture in two keywords, it would be:
UNOTHORDOX & MISDEFINED
After conducting data collection, we have concluded 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 to their core who are just being their own unique selves. They should not be defined and labeled 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 SUBMISSION
Data Collection
TASK 03 | VISUAL DESIGN
[ WEEK 05 - 07 ]
INSTRUCTIONS
Based on the data collected from our research trip, we are tasked with creating visual design outcomes that embody our interpretation and definition of 'framing'. We must carefully consider cultural and aesthetic aspects while balancing our design knowledge. We have the freedom to explore various directions and approaches, including experimental design of art, employ manual, digital or combined media techniques. This allows for diverse and innovative expressions that integrate cultural sensitivity and design aesthetics.
SUBMISSIONS
Depends on our proposed medium.
PROCESS
Week 06 | Finalising The Design
After consulting with Dr. Charles, we made the decisions to dress up as goth for our design. Initially, Dr. Charles suggested all the group member to dress up as goth and walk in public areas to observe the public's reactions, but some of our group member expressed discomfort about this idea.
As a compromise, we agreed to conduct a photoshoot featuring two member dressed as goth and two members as either their counterparts or friends. The plan was to create a concept photo album and develop narratives behind the photos.
For our shooting location, we've considered going to a Christian cemetery for the photoshoot, but safety concerns led us to change our plans. Instead, We opted for Perdana Botanical Garden and the Church of The Holy Rosary as the location for our photoshoot. Unfortunately, we encountered a setback when we discovered that Perdana Botanical Garden was closed upon our arrival. In response, we quickly adjusted our plan and decided to relocate to a cafe at Pasar Seni called YYY KL for our photoshoot.
Week 07 | Conducting Photoshoot
- Goths : Mei Hui, Seona
- Friends : Suet Yee, Emily
- Makeup & Photoshoot : Chayanit Choo, Xiao Fang
We began our preparations at Seona's dorm, where we gathered to get ready for the photoshoot. Together, we discussed and decided on the outfits for both the goth and their friends. Once dressed, Xiao Fang started applied Mei Hui's makeup while Siien (Chayanit Choo) assisted Seona with her makeup. Emily and I opted to do our makeup by ourselves.
Once everyone was ready, we hailed a Grab and traveled together to Pasar Seni. From there, we walked to the Church of The Holy Rosary to commence our photoshoot. After completing the photoshoot at the church, we relocated to YYY KL cafe for another session. We were also having dinner together at the cafe.
Fig 2.9 Xiao Fang doing Mei Hui's makeup
Fig 3.0 Walking to the church
Fig 3.1 Preparing for the photoshoot at the church
Fig 3.2 Photoshoot at YYY KL
Fig 3.3 Having dinner together at YYY KL
Week 08 | Finalising The Album Design
During an online discussions, we carefully reviewed over 200 pictures from our photoshoot to determine which ones were suitable for our final design. After extensive deliberation, we selected one 20 pictures to proceed to the next steps.
Following this, Chayanit, Mei Hui and I each created a layout options for the final design. After a voting process, we made a decisions to proceed with Chayanit's layout for our final design. Lastly, we thought of the narratives for the pictures so that it aligns with our research and purpose.
Fig 3.4 Layout done by me
Visual Design - Photo Album
Final Project Presentation
FEEDBACK
Specific Feedback
Week 1
No feedback were given
Week 2
After consulting with Mr. Asrizal regarding out topic on buddhism temple, he inquired about the sensitive aspect of our research. We clarified that our focus was on the rule within the temples. However, we did not receive any feedback following this discussion.
Week 3
No feedback were given
Week 4
During an update to Dr. Charles regarding our data collection progress, he inquired about our key discoveries thus far. However, we did not respond to his query as the data collection process was still on going and no conclusive findings had been made at that time.
Week 5
During a face-to-face consultation with Dr.Charles, he provided feedback on our progress thus far. He acknowledged that our data collection were promising but suggested to incorporate more visuals and minimising text in our presentation.
Regarding the final design sketch, Dr Charles expressed appreciation for the goth bearbrick concept but encouraged us to explore alternative ideas. One suggestion he proposed was using a barbie doll instead, as barbie is widely recognise and admired. This unexpected choice would symbolise breaking the rules and challenge expectations.
In a later discussions, Dr. Charles proposed an even more unconventional idea which is the entire group dressing as goths and filming people's reactions in public areas, akin to a social experiment. He urged us to push boundaries and avoid playing safe, encouraging innovation and boldness in our approach.
Week 06
We told our plan to Dr. Charles about conducting a photoshoot to feature team member dressed as goth. We then sought his opinion on how the final design should be presented as we were torn between a few ideas, a gif animation photo card or a photoshoot of goths and their counterparts.
Dr. Charles advised that both ideas could work effectively, but emphasised the importance of aligning the chosen design with our project's purpose. Additionally, he suggested considering the feasibility of each option and ensuring it aligns with our resources and capabilities.
Furthermore, Dr. Charles humorously mentioned that the idea of going to the cemetery for photoshoot, expressing that he would immediately grant us an A if we did so. However, he emphasised the need to ensure that any location chosen is within our means and practical for our project.
REFLECTION
Experience
At the beginning of the module, I remember that all of us were so confused with the topic given, which is cultural sensitivity design. We were stuck on our initial idea, which were the buddhist temple, as we didn't know how to brings out the sensitive part of it. We were afraid that it might be disrespectful if we wanted to show the sensitive part within the rules of Buddhism temple. However, thanks to Xiao Fang, she provided us with some useful information that led us in the right direction. And then we changed our topic from the buddhist temple to the goth subculture.
I never expected that our tutor that our tutor would recommend us to dress up as goths and go to public areas to observe people's reactions. Initially, I was hesitant to dress as a goth, but considering the potential for fun memories with my group mates, I started to change my mind. Unfortunately, we didn't proceed with this idea as some of my group mates were uncomfortable dressing up as goths and appearing in public. Furthermore, after we changed our approach to a photoshoot instead of conducting a social experiments, we almost decided to go to a Christian cemetery for out photoshoot. I became extremely worried about our safety when my others group mates began planning which cemetery to visit, even suggesting the photoshoot at night, which would have been more dangerous. Thankfully, Mei Hui's parents did not allow her to participate in this plan, so we ended up changing our shooting location to a safer place.
During the day of our photoshoot, it was the most memorable moment throughout the whole journey of this module. It marked the first time that all the group members could go out together. Everyone actively participated in the photoshoot, helping each other with the makeup and dressing up. Seeing Mei Hui and Seona dressing up as goths influenced me, I thought they looked so good in those gothic outfits that I wanted to try dressing the same one day. Despite facing some minor issues throughout the photoshoot process, such a drain on that day, no one complained, instead, everyone was supportive, and we could always solve all the problems together in the end. We had dinner together that night, and the food was good. We had a lot of fun together. The photoshoot went great, and I really like the outcomes.
Observation
During this module, I observed that communication is the key in group assignments. There were many instances where some some of us realised there was a problem in our work, but sometimes we chose not to speak out to avoid troubles or perhaps we didn't feel confident enough to express our thoughts. I found that misunderstandings can easily arise on certain issues if we don't point out the problems and instead remains quiet. I observed that in order to produce a good outcome and work smoothly throughout a group projects, each member needs to actively participate in every meeting and be able to provide their own ideas. Additionally, working well as a team is essential.
Findings
Throughout this tasks, I realised that I don't have much knowledge regarding the goth subculture. Initially, when I started t do some research about goths, I was a btt confused by their appearance, to be honest. I didn't really like the gothic styles. However, as I delved deeper into each task, I began to accept the goth subculture, and I even started to think they were all actually cool people. I admit that before I undertook these projects, I held stereotypes about goths, such as them always being depressed and hating everyone, etc... However, my opinion completely changed after I had an online interview with a TikToker who is passionate about the goth subculture. She had a very friendly and kind personality, unlike the stereotypes that I used to think. Moreover, I found out that the goth subculture is not solely about their appearance, After studying and researching its history, I discovered that goths music is the key elements of this culture. Additionally, I initially thought that acceptance in goths subculture would be limited to a very small number of people. However, after reviewing our online survey, I realised that goth culture is quite common now and most of us know how to respects their culture.
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