Professional Documents
Culture Documents
Principles
Dharam Ullagaddi
MA Graphic Branding
+ Identity
Understand, assess and strategies to my work in a
evaluate my practice variety of occasion to arrive
through the application of at possible outcomes.
Unit 1 learnings: visual research methods.
In my Visual Summary, I
Duration of > Research/Visual Research demonstrate my ability to
the Unit eight weeks > Analysis Tools engage in critical reflection
> Visual Experimentation of my work considering the
principles; I exercised many
I applied these visual research of these tools in practice to
methods and analytical generate content of this unit.
Content:
Area of focus
‘Waterloo’
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Observation & Analyse :
>>>>>>>>>>>>>>>>>>>>>>> Research / Denotation/connotation
>>>>>>>>>>>>>>>>>>>>>>
Visual research Point of difference
>>>>>>>>>>>>>>>>>>>>>>> SWOT/TOWS
>>>>>>>>>>>>>>>>>>>>>>>
Categories 5Ws
>>>>>>>>>>>>>>>>>>>>>>> information
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Analyse:
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
Metaphor
>>>>>>>>>>>>>>>>>>>>>>> Rhetoric
>>>>>>>>>>>>>>>>>>>>>>> Icon/Symbol
>>>>>>>>>>>>>>>>>>>>>>> Meaning & Context
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Visual Experiment:
>>>>>>>>>>>>>>>>>>>>>>>
Idea generation
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Iterative
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
Research is
“
formalized curiosity.
It is poking & prying
with a purpose.
“
Cultural Influence
(Bramston, 2009 p 76)
The term ‘culture’is slightly
obscure and is frequently subject
to different interpretations; it
relates to objects, social interaction
and behaviour. It is important to
recognise that an accepted custom
in a particular culture. A better
understanding of different cultures
and practices will substantially
improve the creativity in design.
Searching for ideas is a This book has helped me to Another learning from with his/her environments and
process that involves many discover the ‘idea searching’ chapter observation; which do they make alterations to
ideation methodolgies. approach strategies followed is explaining the importance products that were intended
Idea searching Generaly it is understood by many of the leading design of ‘observation’ and how it to be used in a particular
brainstorming is often practitioners from various enable a designer to come way?’. No observation, no
Book Study:
considered as the initial fields from product/industry up with innovative solutions. stimulation, no imagination.
stage in ideation but mater designers to garment/fashion Moreover, the section specifies
of the fact ideation process designers, communication ‘not to watch but observe,
begins much earlier. designers to Architect. how do a person interacts
(Pikaland.com, 2008)
Keri Smith suggests, ‘observe and
document the world around you
as if you’ve never noticed it before’.
Take notes, gather stuff you find
on your travels, record findings.
Once you picked sufficient stuff,
spent time in notice patterns,
copy or trace. Focus on one
object or subject at a time and
record what you are attracted.
(Author obsessed, 2012)
My area
of Focuse
Waterloo Pigeons
problem.
Research methodologies bring disciplines that have a long for the design process at work. on the nature of the project
with them distinct terms that tradition of reflection and (Noble and Bestley, 2011, p.16) brief. However, all four research
are useful to the designer debate. Various methods methodologies have a definite
Theoretical learning of in describing what is taking borrowed from linguistics, Broadly four research purpose of their existence; they
place in the graphic design communication studies, methodologies such as pure/ will serve best if we understand
research methodologies: project. A notable portion of philosophy and social sciences. basic research, applied them and apply appropriately.
research methodology phrases These fields have given useful research, empirical research
brought from outside the field terms and definitions that and deductive research seeped
of graphic design. Principally designers have been able to into graphic design, All four
borrowed from associated use more descriptive language serve effectively depending
m on
m on
nc ion
Re tho
Re tho
Re tho
Re tho
M
M
ch
ar e
e
e)
e)
e)
co ti
co ti
se do
se do
se do
se do
se or
de t
ut lu
ut lu
vi lu
ar lo
ar lo
ar lo
ar lo
Re M
(o eso
(o eso
(e eso
Problem
ch gy
ch gy
ch gy
ch gy
Problem Idea
(brief)
R
(initial observation) (conclusive)
rc ve
outcomes Analysis stages reflection formulation
s t
rie en
C arg
Re
ea ti
h
de
g
on u
In elo
-s iga
ch
ar e
eo m
in
determined most appropriated
Re
fle
M ea
se or
v
qu pm
cl me
st
th ri
or rc
ta st
s
ct
Re M
+ pe
us n
Te
iry en
danve
research methodology
e h
io
Ex
iv t
n
I
could be ‘Applied Research.’
t
Hence I followed the cycle of
investigation methodologies,
testing, reflecting and outcome.
By definition, pure/basic Whereas applied research On the other hand, according However, deductive research
research is a systematic study behaves exactly opposite to pure to (Psychologyresearchhelp. (Research Methodology, 2016),
conducted towards creating research, it’s intention is to solve wiki.usfca.edu, 2016), empirical examines a known theory and
higher knowledge/understanding practical problems. Therefore, research is based on observed and tests if that theory is valid in
of the fundamental aspects applied research is a sort of well- measured phenomena, that propels a given situations. It has been
of phenomena. This study organized inquiry comprising the knowledge from actual experience remarked that “the deductive
does not seek to solve any practical application of science. rather than from theory or belief. approach follows the logic most
intended problems, but to closely. The reasoning begins
increase knowledge, add new with a theory and starts to a
insights to the given field. new hypothesis. This new theory
is put to the test; the results
eventually lead to a confirmation
or a rejection of the hypothesis.
Jacob Cass (JUST™ Creative, client and the designer. In design and the business goals they want to achieve before any useful tool. Such as what is
2008) writes, Whether you some sense, a design brief is of the project. It should not work commences on the design the nature of business? What
are a designer or a client, an essential to any design project; try to deal with the design project. In a nutshell, a good are the goals? why? Target
What is Design Brief and appropriate design brief is one it will supply the designer aesthetics; it is the designer design brief will assure a high- audience/market? What copy
of the most crucial factor in with all the data needed to responsibility to make sure quality design that meets all and pictures are needed?
its signification: guaranteeing that a project carry on the design task. highest standards of aesthetic. the needs, provided the project What are the specifications?
is successful. Further, his assigned to the right designer. What Is Your Budget? What
article tells how to write an A design brief should Furthermore, the design brief are the timelines/deadline?
effective design brief that fundamentally focus on the also enables designer/client to A brief should precisely answer
will be both useful to the results and outcomes of the concentrate on exactly what following questions to be a
Brief:
What is the nature of company?
- What is the nature of service?
Network Rail into rail services, to the addition to that the company operates and
maintains Waterloo station.
- What is history of the company?
In 2002 Network Rail took over as owner and operator of Britain’s railway
infrastructure.
01 02
03
Primary Research
findings:
What are the measures have been taken to address the pigeon issue?
By Benugo: by not keeping dustbin, the reason is such dustbin
could become a hub for pigeons to source their food. Table placard
with a piece of advise message saying NO TO FEED. And cleaning
table more often so that no food residual left in the premise
By Waterloo authority: Pest control measures are taken
to control pigeons such as ‘Hawk’ service.
Primary Research
findings:
What are the reasons for the pigeon exists inside this Waterloo premises?
Reasons: for shelter
Do you believe pigeon be the cause for health and hygiene issue?
Yes: I am sure because I read there are many diseases
which could easily spread from birds to human.
No:
_______
01 02
(londonpigeons.co.uk, 2013)
(SLATER, 2014)
03 04
(dailymail.co.uk, 2009)
and 10.30am, plus transport from
his Essex roost and the chicken
titbits used to keep him sweet -
cost almost £50,000 a year
(trekearth.com, 2016)
(SLATER, 2014)
pigeons’ opinions are quite close
to real views of what people were
thinking according to the artist.
(londonundercover.co.uk, 2016)
(londonist.com, 2015)
Soho Square neon pigeon As we know, pigeons had a According to (Gessato Blog, 2012) handled umbrella with designer
installation (Time Out Blog, 2015) obtained a bad reputation and writes, we usually think about Jeff Staple’s signature bird
Murphy’s bright, eye-catching regarded as pests. According the umbrella as that unfortunate printed all over the umbrella
birds were basically in the to Murphy, these colourful thing we have to use in those and its pigeon dropping on the
context of the Art Social ’14 pigeons aims to foster questions unpleasant rainy days. But with coloured top has the uniqueness.
festival, and now they’re installed encompassing the struggle Staple Design‘s street decided to
onto the lampposts of Soho. for acceptance, feelings of bring out elegance and (London
marginalisation and homelessness Underground‘s) remarkable
in city environments. craftsmanship products. The
Pigeon is a traditional a wood-
Legal notice receiver for feeding pigeons...
Content:
Area of focus
‘Waterloo’
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Observation & Analyse :
>>>>>>>>>>>>>>>>>>>>>>> Research / Denotation/connotation
>>>>>>>>>>>>>>>>>>>>>>
Visual research Point of difference
>>>>>>>>>>>>>>>>>>>>>>> SWOT/TOWS
>>>>>>>>>>>>>>>>>>>>>>>
Categories 5Ws
>>>>>>>>>>>>>>>>>>>>>>> information
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Analyse:
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
Metaphor
>>>>>>>>>>>>>>>>>>>>>>> Rhetoric
>>>>>>>>>>>>>>>>>>>>>>> Icon/Symbol
>>>>>>>>>>>>>>>>>>>>>>> Meaning & Context
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Visual Experiment:
>>>>>>>>>>>>>>>>>>>>>>>
Iterative
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Idea generation
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
Analytical and propositional It is important for a designer as obvious or common sense.
methods are a fundamental to have an understanding Connotation: surely more than
part of the visual research of analysis tools such as direct meaning or a surface
Analysis methodology- methodology. Further. Ian denotation-connotation, SWOT, definition, it is a getting into
and Russell (book) talks about TOWS, 5W to analyse the deeper meanings, generally
Denotation and the visual research which design objects and artefacts. such meanings are influenced
Connotation: involves deconstruction and by cultural, social and personal
interpretation of existing visual Denotation: stands for the reasons; hence they are very
works and the development of literal meaning of the object or different from denotation.
new design strategies/methods. subject, it could be described
- Pigeons are feeding in Benugo -Pigeons are war heroes; they had
Cafe at Waterloo station played an active role in World War One
and Two by carrying messages.
- Most of the time pigeons are looking
for leftover food in the Cafe. -Pigeons were a biological email system
- There is a constant flow of pigeons at any given - From centuries pigeons had been part of
point looking for food in the cafe premises. human society and friend of humanity, until
recently they have gained a status of pest
- Most of the pigeons look fit and fat; they
must be getting plenty of food easily. - Like any other birds pigeon desperately
search for food, it seems their aim
- Because of pigeons are birds could fly quickly in life is to look for food.
and reach leftover food on the table immediately
as soon the person vacate the table. - Pigeon’s unfearful attitude (in the Benugo
Cafe premises ) narrates a different story
- Benugo Cafe is more of a bird about them as aggressive birds than as we
century then a Cafe. were all known humble and shy bird.
- In lunch hour more pigeons are -Many people unaware of the fact that
attracted toward Benugo Cafe due to the pigeon’s proximity could pose a
more food availability on the premise. health risk, as former London mayor
famously said pigeons are “flying rats”.
- Some of the cafe customers annoyed by the
share presence of the birds in the premises - Giving rat association with pigeon mayor
able to convert friendly bird into a pest.
Denotation & Connotation of my ‘field of study’ subject;
Pigeons
Denotation: Connotation:
Strength: Opportunities:
-A placard displaying at each table is a good - This device could be more than just being
idea, it directly speaks to the customer a notice piece. It can be used for spreading
(audience), when it is most expected. awareness so that audiences are empowered
with information to act for a good cause.
- Benugo Cafe removed the dust bin from
the cafe premises to avoid pigeons nuisance.
Hence this communication piece serves
perfectly to tackles the garbage issue.
Weaknesses: Threat:
- Placard’s tone of voice is mild and doesn’t - Because of the low quality of the placard
communicate the seriousness of the problem. (interms of material used and printing
quality) it feels non-serious issue.
- Placard device looks flimsy hence
lack the serious attention - The tone of voice is seeking help from
the audience, which is significantly mild
- Poorly designed and produced could be and passive communication method
the another reason for consumers not for serious matter; therefore this might
considering it as a serious notice. not yield the anticipated results.
- The pigeon situation in the premises is grim, it - The communication device is not fixed to
needs active participation from the customer a place (like a poster on the wall or signage),
to tackle the issue, but this communication that means the member of the cafe staff
placard doesn’t motivate for action. arrange it daily on the each table. This method
of arranging on daily could pose a threat of
- This piece of communication lacks forgetting to set-up the placard someday; hence
to describe what are the benefits of the lack of permanency of the device is high.
making this place ‘pigeon proof.’
According to Eric (Zimmerman, process, new and unexpected process is expected to improve applying iterative methodology
2003), design is a way to ask results arise directly from the quality and functionality on my ‘field of study’
questions. Design research, the act of process. of a design outcome. In subject. This exercise helped
Iterative design when it happens through the iterative design practice, me to generate multiple
practice of design itself, is a The iterative design interaction with the intended visual compositions.
methodology: way to ask questions beyond methodology is a design outcome is used as a form
the limited scope of a specific process based on a cyclic of research for evolving a
design problem. When iterative process of creating, testing, project, as successive stories.
design research methodology is analysing, and refining. It is
integrated into the visual design a work in progress act. This As a designer, I practised
The 5Ws technique was question “Why?” (five is a good to ask the question more times cause of a defect or problem root causes of a problem and it
developed by Sakichi Toyoda rule of thumb), one can peel than five before they locate by restating the question is a simplest tools; easy to use
and was extensively used by away the layers of problem the issue causing a problem. “Why?” Each answer sets the without statistical analysis.
5 WHYs the Toyota Motor Corporation symptoms which can direct to basis of the next question.
during the evolution of the main cause of a problem. 5 Whys is an iterative
methodology: manufacturing methodologies Often the important reason questioning technique utilised Key benefits of the 5 Whys
processes. According to the for a problem will lead you to to explore the cause-and-effect are it helps to identify the
article ‘Determine the Root another question. Despite this issue of a particular situation. root cause of a problem.
Cause: 5 Whys’ (Isixsigma.com, technique is called “5 Whys,” The principal goal of the Helps us to understand the
2016), by frequently asking the one may find that he/she has method is to discover the root correlation between different
4W: Why the pigeon issue has serious implications on human health?
- Pigeons can carry a number of conceivable infectious diseases.
Area of focus
‘Waterloo’
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Observation & Analyse :
>>>>>>>>>>>>>>>>>>>>>>> Research / Denotation/connotation
>>>>>>>>>>>>>>>>>>>>>>
Visual research Point of difference
>>>>>>>>>>>>>>>>>>>>>>> SWOT/TOWS
>>>>>>>>>>>>>>>>>>>>>>>
Categories 5Ws
>>>>>>>>>>>>>>>>>>>>>>> information
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Analyse:
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
Metaphor
>>>>>>>>>>>>>>>>>>>>>>> Rhetoric
>>>>>>>>>>>>>>>>>>>>>>> Icon/Symbol
>>>>>>>>>>>>>>>>>>>>>>> Meaning & Context
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Visual Experiment:
>>>>>>>>>>>>>>>>>>>>>>>
Iterative
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Idea generation
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
When deciding upon a brand (on par with, ‘parity’) with the product’s positioning could the very first time. Secondly,
or a product positioning in the offerings in the category (POP), be perceived as a ‘me-too’ when it is launching a new
market, the company must but a brand or a product also product in the market. And too product in a current target
PODs &POPs ensure that end positioning needs to have a unique or little emphasis on POP could market. In either case, soul
has both points-of-parity differentiated attributes (POD). alienate the targeted audience. agenda of the company is to win
methodology: (POP) and points-of-difference market share from established
(POD). According to the article A right amount of balance is Normally, a company decides competitors. Therefore, the
(Segmentationstudyguide.com, required for market success. the positioning of a product on positioning of any new player
2012), a brand or a product to Too much dependence two occasions. Firstly, when must have many POPs, but it
be considered equal or similar on points-of-parity in the it is entering a new market for must have at least one PODs.
POD
Area of focus
‘Waterloo’
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Observation & Analyse :
>>>>>>>>>>>>>>>>>>>>>>> Research / Denotation/connotation
>>>>>>>>>>>>>>>>>>>>>>
Visual research Point of difference
>>>>>>>>>>>>>>>>>>>>>>> SWOT/TOWS
>>>>>>>>>>>>>>>>>>>>>>>
Categories 5Ws
>>>>>>>>>>>>>>>>>>>>>>> information
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Analyse:
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
Metaphor
>>>>>>>>>>>>>>>>>>>>>>> Rhetoric
>>>>>>>>>>>>>>>>>>>>>>> Icon/Symbol
>>>>>>>>>>>>>>>>>>>>>>> Meaning & Context
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Visual Experiment:
>>>>>>>>>>>>>>>>>>>>>>>
Idea generation
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Iterative
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
According to Ian and Russell this phase of the project together secondary and or image for another, we can famous saying from former
(Noble and Bestley, 2011, p.62), includes the collection of contextual research findings assign the characteristics of London Mayor “pigeons are
after finishing preliminary background material and with a series of experimental one object to another. Therfore flying rats” perfectly pushes
Analysis- Metaphor: research, sometimes it includes the important thoughts and and practical methods of it has been seen extensive pigeons into pest category.
primary and secondary purposes of the brief. visual production materials to use of metaphor is very
research, then a stage comes develop the final outcome. popular in advertisements.
in a graphic design project Synthesis stage begins once
which involves the collection a particular context and Metaphor: In my project, I used ‘Rat”
and examination of data content of the design brief is metaphor and done some
and the interpretation. In fixed; the designer can bring When we substitute one word visual experiments. The
The concept of the rhetoric is and hyperbole. To understand of ideas, the stylistic visual
commonly applied in literature rhetoric in simple term, it is treatment of an idea and the
and philosophy fields and use an art persuasive speaking way in which the subject matter
Analysis- Rhetoric: of language as a foundation for or writing, primarily the is presented. Some of them
a reasoned argument. The art use of figures of speech. could be compared directly to
of rhetoric comprises many graphic design methodologies
distinct phases such as figures However, rhetoric in visual such as concept, composition,
of speech, irony, antithesis, communication design could style and format.
metonymy, synecdoche, pun, be defined as the discovery
metaphor, personification of ideas, the arrangement
The author David Crow writes the idea of the thing they Symbol: there is no logical
in his book ‘visible signs’(Crow, represent by directly or association between the sign
2003), Peirce’s theories of imitating the recognisable and what it indicates. These
Analysis- Icon & symbol: semiotics stated that there character of the original object signs rely entirely on the
are three types of signs used or subject. For example, we reader’s having learned the
within visual, verbal or other can consider a photograph relationship between the sign
forms of communication: of someone could be and the meaning. For example,
icon, index and symbol. described as an iconic sign the red cross is a symbol that
in that it physically matches we understand to suggest aid.
Icons are those communicate the person it represents.
Content:
Area of focus
‘Waterloo’
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Observation & Analyse :
>>>>>>>>>>>>>>>>>>>>>>> Research / Denotation/connotation
>>>>>>>>>>>>>>>>>>>>>>
Visual research Point of difference
>>>>>>>>>>>>>>>>>>>>>>> SWOT/TOWS
>>>>>>>>>>>>>>>>>>>>>>>
Categories 5Ws
>>>>>>>>>>>>>>>>>>>>>>> information
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Analyse:
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
Metaphor
>>>>>>>>>>>>>>>>>>>>>>> Rhetoric
>>>>>>>>>>>>>>>>>>>>>>> Icon/Symbol
>>>>>>>>>>>>>>>>>>>>>>> Meaning & Context
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Visual Experiment:
>>>>>>>>>>>>>>>>>>>>>>>
Idea generation
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>> Iterative
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>>>>>>>>>>>
>>>>>>>>>>>>>
Prototyping allows us to prototypes provide proof and at the right time. enables you to analyse the
give the closest functional of concept but expose any different type of approaches
experience of the produce; flaws in communication and In the creativeblog.com, the to your designs. However,
Prototyping: a mockup shows the feel, usability of the object. blogger writes (The importance the feasibility prototype
texture and colour of the of prototyping your designs, is not fundamentally an
design. Sometimes a design The prototyping could be 2014) about two type of extension of conceptual
solution could look fantastic segregated into different prototypes, one conceptual and prototyping; it could gain from
on the computer screen, but groups. The magic is to use another Feasibility prototype. conceptual prototyping.
you won’t know if it works the right type of prototyping
in the realy world. Not only for the right kind of work Conceptual Prototyping
Just creating an outcome which in a way allows us to finally, I created a prototype
without considering the in- evaluate all of needs, problems, to test the feasibility test.
depth research could give and opportunities in a well-
Outcome: aesthetically pleasing solutions organized manner so that all
but most likely will not meet the aspects are addressed.
the expectation of the actual
need. The article (Landscape On my Unit-One field of study
Design Validation, 2010) project, I had conducted initial
suggests to following the research study, followed by
process forms the framework analysis and synthesis, and
It is believed that testing of highest potential. testing keeps development assesses new products and product feasibility testing and
products and concepts are resources focused on new product prototypes. Only marketing test to determine
done properly, They could According to (mmrstrategy. the winning concept. in-market testing evaluates the intended message
Testing with Audience: dramatically improve the com, 2016) strategists, The new products/services in is reach to the targeted
chances of a successful aim of concept and product Concept testing assesses new markets, where they are for audience and its impact.
launch of a new product/ testing with targeted audience concepts before the product is sale to targeted consumers to
service. Testing presents is a simple one: to decide which developed. In general, concept measure customer response.
benchmarks and diagnostics concepts and products can tests suggest ideas for new
to focus development create enough interest among products/services. On the My testing included all
on the opportunities of consumers. In other words, other hand product testing three, conceptual testing,
amazon.com, (n.d.). [image] Available at: http://astore.amazon. Isixsigma.com. (2016). Determine The Root Cause: 5 Whys. [online]
com/coolinfog-20/detail/3836528797 [Accessed 3 Dec. 2016]. Available at: https://www.isixsigma.com/tools-templates/cause-
effect/determine-root-cause-5-whys/ [Accessed 22 Nov. 2016].
References: Author obsessed. (2012). [image] Available at: http://
shellyandzach.blogspot.co.uk/2012/08/author- Jerolmack, C. (n.d.). The Cultural-Spatial Logic of Problem
obsessed.html [Accessed 21 Nov. 2016]. Animals. [online] environment.as.nyu.edu. Available at:
http://www.environment.as.nyu.edu/docs/IO/8744/
Bramston, D. (2009). Idea Searching. 1st socialproblems.pdf [Accessed 14 Dec. 2016].
ed. AVA Publishing, pp.14-140.
JUST™ Creative. (2008). How To Write An Effective Design
Control, (2017). Diseases Spread by Pigeons. [online] Panther Brief and Get The Design You Want! | JUST™ Creative. [online]
Pest Control. Available at: http://www.pantherpestcontrol.co.uk/ Available at: http://justcreative.com/2008/09/26/how-to-
news/diseases-spread-by-pigeons/ [Accessed 4 Dec. 2016]. write-an-effective-design-brief/ [Accessed 7 Dec. 2016].
Crow, D. (2003). Visible signs. 1st ed. Crans-pres- Klement, A. (2015). Design for progress, not outcomes.
Celigny, Switzerland: AVA Pub. SA, pp.29 - 50. [online] Jobs to be Done. Available at: https://
jtbd.info/design-for-progress-not-outcomes-
dailymail.co.uk, (2009). [image] Available at: http://www. 3c9f1c1f16f1#.rt89xzhrj [Accessed 11 Dec. 2016]
dailymail.co.uk/news/article-1218603/The-60-000-kiiller-
loose-Trafalgar-Squar.html [Accessed 15 Dec. 2016]. Landscape Design Validation. (2010). Design Outcome
versus Design Process. [online] Available at: https://
dailymail.co.uk, (2013). Attack of the angry birds: Guerrilla street ldvalidate.wordpress.com/2010/03/30/design-outcome-
artists cover walls with giant animal murals. [image] Available versus-design-process/ [Accessed 15 Dec. 2016].
at: http://www.dailymail.co.uk/news/article-2354486/Its-
wild-London-Street-artists-brighten-capital-huge-works-art- London Birds, (2015). Bugwoman on Location – Waterloo
featuring-pigeons-foxes-squirrels.html [Accessed 26 Dec. 2016]. Station. [image] Available at: https://bugwomanlondon.
com/2015/03/21/bugwoman-on-location-waterloo-
Designshack.net. (2016). How & Why Prototypes Are Mandatory station/comment-page-1/ [Accessed 31 Nov. 2016]
for Good Design | Design Shack. [online] Available at: https://
designshack.net/articles/graphics/how-why-prototypes- londonist.com, (2015). [image] Available at: http://
are-mandatory-for-good-design/ [Accessed 19 Dec. 2016]. londonist.com/2015/03/haveyouheardthebirdistheword
[Accessed 14 Dec. 2016].
Dictionary, d. (2017). design brief Definition in the Cambridge
English Dictionary. [online] Dictionary.cambridge. londonpigeons.co.uk, (2013). [image] Available at: http://
org. Available at: http://dictionary.cambridge.org/us/ www.londonpigeons.co.uk/ [Accessed 3 Dec. 2016].
dictionary/english/design-brief [Accessed 7 Dec. 2016].
londonundercover.co.uk, (2016). [image] Available at:
dictionary.com. (2017). In: dictionary.com, 1st ed. https://londonundercover.co.uk/product/grey_pigeon_
[online] Available at: http://www.dictionary.com/ monogram_umbrella/ [Accessed 9 Dec. 2016].
browse/research [Accessed 5 Dec. 2016].
McSmith, A. (2010). The pigeons have gone, but visitors
etsy.com, (2016). Top categories for “pigeon”. [image] Available at: are flocking to Trafalgar Square. [online] The Independent.
https://www.etsy.com/search?q=pigeon [Accessed 4 Dec. 2016]. Available at: http://www.independent.co.uk/news/uk/this-
britain/the-pigeons-have-gone-but-visitors-are-flocking-to-
Gessato Blog. (2012). Pigeon Umbrella, by London Undercover trafalgar-square-2041675.html [Accessed 20 Dec. 2016].
X Staple - Gessato Blog. [online] Available at: http://blog.
gessato.com/2012/06/15/pigeon-umbrella-by-london- mmrstrategy.com. (2016). 10 Best Practices to Improve Your
undercover-x-staple/ [Accessed 14 Dec. 2016]. Concept and Product Tests. [online] Available at: http://www.
mmrstrategy.com/wp-content/uploads/2015/02/Concept-
and-Product-Testing-5-25-121.pdf [Accessed 27 Dec. 2016]. maps/points-of-difference-pod/ [Accessed 30 Nov. 2016].
MOUNT, H. (2009). HARRY MOUNT: The £60,000 killer SLATER, T. (2014). [image] Available at: http://www.spiked-online.
loose in Trafalgar Square...but don’t worry, it’s just a com/newsite/article/banksy-the-artist-in-residence-of-the-new-
friendly hawk. [online] Mail Online. Available at: http://www. snobby-elite/15979#.WG2cgraLQ-c [Accessed 14 Dec. 2016].
dailymail.co.uk/news/article-1218603/The-60-000-kiiller-
loose-Trafalgar-Squar.html [Accessed 16 Dec. 2016]. Smith, K. (2011). How to be an Explorer of the World by
Keri Smith. [online] Penguin.co.uk. Available at: https://
Noble, I. and Bestley, R. (2011). Visual research. www.penguin.co.uk/books/181050/how-to-be-an-
2nd ed. Lausanne: AVA, p.9. explorer-of-the-world/ [Accessed 13 Dec. 2016].
Panther Pest Control. (2015). Diseases Spread by Pigeons. Taylor, L. (2013). London pigeons. [online]
[online] Available at: http://www.pantherpestcontrol.co.uk/ Londonpigeons.co.uk. Available at: http://www.
news/diseases-spread-by-pigeons/ [Accessed 18 Dec. 2016]. londonpigeons.co.uk/ [Accessed 18 Dec. 2016].
Penne, H. (2015). Fighter Pigeons…..Medals Won In WWII… The importance of prototyping your designs. (2014).
Really |. [online] Quadcitiesdaily.com. Available at: http:// [Blog] Creative Bloq Staff. Available at: http://www.
quadcitiesdaily.com/?p=280647 [Accessed 11 Dec. 2016]. creativebloq.com/netmag/importance-prototyping-
your-designs-81412694 [Accessed 18 Dec. 2016].
Pikaland.com, (2008). Review. [image] Available at: http://
www.pikaland.com/2008/10/28/review-how-to-be-an- Time Out Blog. (2015). Flock of neon pigeons lands on
explorer-of-the-world/ [Accessed 25 Oct. 2016]. the lampposts of Soho – Now. Here. This. – Time Out
London. [online] Available at: http://now-here-this.
Psychologyresearchhelp.wiki.usfca.edu. (2016). Psychology timeout.com/2015/02/03/flock-of-neon-pigeons-land-
Research Help - Empirical Research. [online] Available on-the-lamposts-of-soho/ [Accessed 17 Dec. 2016].
at: http://psychologyresearchhelp.wiki.usfca.edu/
Empirical+Research [Accessed 6 Dec. 2016]. trekearth.com, (2016). [image] Available at: http://www.trekearth.
com/gallery/Europe/United_Kingdom/England/London/
Research Methodology. (2016). Deductive Approach (Deductive Trafalgar_Square/photo635082.htm [Accessed 4 Dec. 2016].
Reasoning) - Research Methodology. [online] Available at: http://
research-methodology.net/research-methodology/research- visitlondon.com, (2016). Trafalgar Square. [image]
approach/deductive-approach-2/ [Accessed 8 Dec. 2016]. Available at: http://www.visitlondon.com/things-to-do/
place/283774-trafalgar-square [Accessed 4 Dec. 2016].
Rowley, E. (2017). Soaring cost of hawks to scare pigeons
from Trafalgar Square. [online] Evening Standard. wikimedia.org, (2015). [image] Available at: https://upload.wikimedia.
Available at: http://www.standard.co.uk/news/soaring- org/wikipedia/commons/0/0e/Histoplasma_capsulatum_
cost-of-hawks-to-scare-pigeons-from-trafalgar- var._duboisii._PHIL_4221_lores.jpg [Accessed 5 Dec. 2016].
square-6701405.html [Accessed 14 Dec. 2016].
Yale, R. (2010). Cryptococcosis - Mucicarmine stain. [image]
seattles travels, (2011). Feeding Pigeons in Trafalgar Square. Available at: https://www.flickr.com/photos/pulmonary_
[image] Available at: http://seattlestravels.com/feeding- pathology/5280759612 [Accessed 10 Dec. 2016].
pigeons-in-trafalgar-square/ [Accessed 4 Dec. 2016].
Zimmerman, E. (2003). Iterative Design. [online] Ericzimmerman.
Segmentationstudyguide.com. (2012). Points-of- com. Available at: http://ericzimmerman.com/files/
difference (POD). [online] Available at: http://www. texts/Iterative_Design.htm [Accessed 14 Dec. 2016].
segmentationstudyguide.com/understanding-perceptual-