GDE720 - Week 12

GDE720 – Week 12 : Research

This weeks lecture looks at design effectiveness and how evaluating a project is an essential stage of your process. Landor’s case study video really showed that by realising how the project turned out and it’s successes and failures, you can really evaluate the effectiveness of your work and take this forward. I LOVED their slogan at the end…

Good Design is…

• responsive
• collaborative
• effective
• a legacy

Globalisation was a huge topic this week and it’s clear that utilising the channels available to us, we can grow our work and our services drastically. Take Superunion, they’ve really tapped into an area of the market that was necessary – agencies have to meet the global trend by having the capabilities to offer the expertise of all of these channels. By offering this new collaboration of talent, they can combine to reach a bigger market and solve bigger problems. This broad offering takes into account the changing definition of ‘graphic design’ as well as globalisation.

Globalisation has seen the world becoming increasingly connected economically, culturally and socially with developments in technology playing a major role. At the same time, as we researched in module 1, globalisation brings with it the threat of homogenisation.

As with the question this week, not only do we need to consider globalisation in our case studies, but we also need to understand humanisation, we need to acknowledge that, yes, we want to be known far and wide, but we mustn’t loose the “human touch”.

This is definitely seen in Dumb Ways to Die. They tap into a relatability which is enhanced by the simplicity of the characters used, they are very basic and this prevents people from feeling shut out. However, as fun as the song was, they understood that it wasn’t encouraging people to change their behaviour. By introducing a game, posters, and a interaction with the characters increased awareness.

I felt that Grant Hunter ended the lecture with a really valuable note: “It’s making sure we don’t get too caught up with our own bubble, our own sphere of influence, and just do stuff which is just for ad land and for our industry … I like the way different nationalities and different people just bring a different perspective,so I think that’s the other thing we’re trying to encourage.”

I think sometimes I get so wrapped up in my own mind and spend too long considering my locality in this project that I fail to see the bigger picture. Over the past 3 weeks I’ve been so consumed by looking at YORK and just York, that I failed to acknowledge how this project would be translated elsewhere.

As James said in Week 10, my project could do with some “retail zhoosh”, and I shut this down stating that York is very close minded and restrictive in terms of shop fronts and it’s heritage. This is all true, and the planning hoops you have to jump through just to put a sticker in your window is madness, but it must be considered all the same for a project like this.

HOWEVER, had I stepped back and thought about how this project could be utilised UK wide, I would have created something MUCH more colourful, exciting and vibrant. I now wish I’d spent the past three weeks creating this project for a completely different city and not been so bogged down by the locality specifics.

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