GRAPHIC DESIGN CAPSTONE AIKA SAN DIEGO 2020
Process Book
Table of Contents
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Part 1: The Beginning
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Part 2: The Concept
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What is Design Research? Mindful Consumption
Initial Prototypes The Mindful Minimart
Part 3: The Plot Twist
New Possibilities AWAREHOUSE
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Part 4: The Execution
Brand Identity User Experience/Interface Web Content Final Capstone
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PART 1
The Beginning 5
What is Design Research? Design research is a process in which extensive investigation and analysis are conducted on a topic to create an impactful design. This is guided by a decisive “how might we” question. While conducting this research, it is also important to be aware of what will be the touchstones and takeaways. Touchstones are the aspects of research that can be experienced. Takeaways are what people will learn from it; it is what they will remember once they leave the experience.
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Mindful Consumption Mindful consumption is a practice, mindset, and attitude of being intentional when making a purchase. Mindful consumers are deliberate in how they shop and conscious of how these things would affect their lives. This decision-making process will vary based on a person’s respective needs and values. By practicing mindful consumption, one may notice a positive change in finances, clutter, relationships, and general satisfaction. This is because decisions are based upon what will grant the most fulfillment. It also combats the act of mindless consumption where these purchases are made without deliberation.
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Why I Chose Mindful Consumption Reflecting on my passions, interests, and past creative pursuits, I noticed how these various topics related to one another. In my passion list, the majority, and most significant to me, were regarding aspects of simple living. Some of these interests included minimalism, zero waste, productivity, and saving money. Additionally, a couple of my photography projects related to these passions. I produced a photo book titled Minimalism and the Intentional Individuals. This explored the wide range of “minimalist” lifestyles. By interviewing different people and photographing their spaces, I was able to share the various ways this practice can be implemented. The common value that each person practiced was intentionality. Another photo series I produced was titled Contemporary Consumerism. This analyzed society’s relationship with shopping and questioned the value of the items being purchased. Consumers are convinced that they need to buy all these things to be satisfied when in reality this is not necessarily true. Combining the ideas of consumerism, minimalism, and zero waste, I established the topic of mindful consumption. This term encompasses each of these ideas by promoting an awareness of how items play a role in one’s life and/or to the environment.
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RESP ONSES
ON A SCALE FROM 0 TO 100 “YOU OFTEN BUY THINGS YOU DO NOT NEED”
NUM BER ON THE SCALE
INSTAGRAM POLL 9
Research This video shares the effects of mindless consumption, the different ways people react to it, and hope for what could be accomplished with mindful consumption. https://youtu.be/6KcsBkFoZUs
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Capstone Proposal How might we inspire, encourage, promote, and inform others about mindful consumption? Inspire: to motivate a positive reaction Encourage: give confidence in taking action Promote: influence progress Inform: to enlighten and educate
KEY TERMS Sustainability: The ability of an item to be used for a long period of time without negative environmental effects Materialism: The importance of tangible possessions, specific to an individual’s perspective Conscious Consuming: Being aware of things that are bought and used, as well as the values and effects of these objects Consumer Culture: A society where people are influenced shop mindlessly Intentionality: A mindset focused on purpose, importance, and the end goal
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MESSAGE HIERARCHIES 1. Be aware and intentional of your consumption habits 2. Be aware of how these habits affect your life/the environment 3. The responsibility, accessibility, and benefits of being a mindful consumer
AUDIENCE • SU learning communities • Students and young, working adults • Online/social media audience
MOODS TO EVOKE • Fascination • Awareness • Hopefulness • Shock
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PART 2
The Concept 15
Initial Prototypes ESSENTIALS KIT A personalized box where you put in what is “essential” to you and it reveals the environmental effects of the items, plus some sustainable alternatives. 1. Collect your essentials Pick out the items that provide value to your life 2. See the waste Learn how these objects affects the environment 3. Discover alternatives Find new, sustainable ways for it to be used and consumed Tone and Impact • Reflective • Inspire • Call to action • Sustainability • Educational
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WHAT MOTIVATES YOU TO DO SOMETHING?
“My parents and my friends”
RESP ONSES RELATING TO THE THEME
“My future. I constantly push myself on what I believe would help me the most in the future. Also my family, they are my everything” “My perfectionism; Seeing someone else do/achieve in the way I want to” “Motivational speakers, mentors/teachers, and my WHY for doing something (internal)” “Jesus & my family, present, and future” “The rewards of doing it (money, experience, enjoyment)” “Encouragement” “God, family, friends”
THEM E
INSTAGRAM POLL 17
RESP ONSES
ON A SCALE FROM 0 TO 100 “YOU ARE CONS CIOUS OF HOW PRODUCTS AFFECT THE ENVIRONMENT/YOU PRACTICE SUSTAINABILITY”
NUM BER ON THE SCALE
18 INSTAGRAM POLL
G UIDED TOUR A mock Ikea showroom that displays the living space of a mindful consumer where participants can look at the “shopping tags” to learn more. Tone and Impact • Discovery • Exploration • Fascination • Informative • Sustainabiltiy • Lack of clutter
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The Mindful Minimart A familiar shopping experience except it encourages intentional purchases rather than impulsive purchases. Utilizing the connotations of a corner store, it would guide consumers to make a mindful purchase.
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PART 3
The Plot Twist 23
New Possibilities Due to the safety precautions implemented by COVID-19, the format of the 2020 Graphic Design Senior Capstone had to be revised. Initially, these projects would be experienced in person through an exhibition of installations. This has been changed to an online exhibition. So, the design deliverables are now all digital. I could no longer pursue the original minimart experience I had in mind. Though this was very unfortunate, this challenge allowed for more possibilities. Being digital, the unique 2020 Capstone could be shared with a wider audience, and it could be experienced in its same format in the future, versus an installation that’s only up for a limited amount of time.
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HOW HAVE YOUR SHOPPING HABITS CHANGED DUE TO COVID-19?
“I used to eat out a lot. Now I’ve been trying to spend to support local businesses! Def cut down tho”
RESP ONSES RELATING TO THE THEME
“Don’t spend much anymore except for subscriptions, bought (Nintendo) Switch games” “So far I’ve been really only buying groceries, shopping habits haven’t changed a ton yet. Too scared to buy online rn tbh” “I feel like I have become more mindful because of everything going on. For example I think more about how long something can last and if I even really NEED it”
“When I need things or want things for myself, I shop local, online if possible!” “I’m legit not spending money anymore because I’m not leaving the house” “I bought a Switch with the no money I have because I wanted to be a part of the club” “I think of how precious certain items are now when I didn’t treasure them before, like toilet paper hehe” “I keep looking at online shopping websites every day now”
“I am less likely to spend random money but I definitely still get the urge to buy something”
THEME
INSTAGRAM POLL 25
RESPONSES
CAPSTONE NAME CHANGE?
NAM E
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AWAREHOUSE AWAREHOUSE is an online resource that provides a guide to the mindful consumption mindset. It is full of information, tips, and instructions on how to be more aware when making purchases. The guide utilizes flowcharts with different products to break down the process into practical steps.
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PART 4
The Execution 29
Brand Identity
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MOODBOARD
LOGO SKETCHES
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LOGO SKETCHES
FINAL IDENTITY
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User Experience/Interface
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SITE INS PIRATION
WHAT MAKES SOMETHING ESSENTIAL? “You use it frequently” “It’s used in everyday life or has a deep personal meaning”
RESP ONSES RELATING TO THE THEME
“If it can honestly help me or bring easy in everyday activities” “Something I use on a weekly basis or even something that I look at that inspires” “Life couldn’t go on without it” “I literally cannot live without it or survive without it” “The necessity of it in order to live or make life easier” “Ratio of price to how much use it’ll get”
“When you can’t go a day without it” “Something that adds value, brings joy, or saves you time in a repeatable, consistent, manner” “To me, it’s a reliable piece that I can wear essentially anywhere and fit with anything” “I think that an essential is something you absolutely need to reach your end goal” “It allows you to function as yourself” “Purpose / a need for it” “You die if you don’t have it”
“Needing it to survive”
“You physically cannot live without it”
“Use it every day OR it has high emotional value”
“Other people’s/things’ dependency on it
“Brings value to your life”
If it’s need based- food, water, clothes, etc.
“You can’t live without”
THEME
INSTAGRAM POLL 35
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WIRE FRAMES
WIRE FRAMES
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RESP ONSES
ON A SCALE FROM 0 TO 100 “YOUR POSSESSIONS BRING JOY AND SATISFACTION TO YOUR LIFE”
NUM BER ON THE SCALE
38 INSTAGRAM POLL
Web Content
SITE MAP OF PRODUCTS
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#32898 F # 8BC 5C D # FFD1 67 # F 3B6 1 C # 414140
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STYLE GUIDE
RESP ONSES
ON A SCALE FROM 0 TO 100 “TRYING TO STAY MOTIVATED IS HARD”
NUM BER ON THE SCALE
INSTAGRAM POLL 41
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ILLUSTRATIONS
ILLUSTRATIONS
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Final Capstone
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References Christine Liu, interview with author, October 22, 2018 Todd McKay, interview with author, November 2, 2018 Terry Sapp, interview with author, November 6, 2018 “The Truth about Black Friday.” YouTube video, 9:37. “Matt D’Avella,” November 19, 2018. https://www. youtube.com/watch?v=_GvvJ5qmumI&t=504s “When minimalism goes too far....” YouTube video, 7:15. “Matt D’Avella,” July 23, 2019. https:// www.youtube.com/watch?v=ZEcniHAC9ys Watson, David C. “Materialism: Temporal Balance, Mindfulness and Savoring.” Personality and Individual Differences 146 (August 1, 2019): 93–98. doi:10.1016/j.paid.2019.03.034.
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Elphinstone, Brad, and Richard Whitehead. “The Benefits of Being Less Fixated on Self and Stuff: Nonattachment, Reduced Insecurity, and Reduced Materialism.” Personality and Individual Differences 149 (October 15, 2019): 302–8. doi:10.1016/j.paid.2019.06.019. Mcleod, Saul. “Maslow’s Hierarchy of Needs.” Simply Psychology. Simply Psychology, May 21, 2018. https://www.simplypsychology.org/maslow.html. Bridges, Frances. “The 3 Steps Of Essentialism: How To Achieve More By Doing Less, According To Author Greg McKeown.” Forbes. Forbes Magazine, November 30, 2018. https://www.forbes.com/ sites/francesbridges/2018/11/29/the-3-stepsof-essentialism-achieving-more-by-doing-lessaccording-to-greg-mckeown/#6bd1434b1b9b.
“3 Operating Systems for Life” YouTube video, 10:39. “Nathaniel Drew,” August 10, 2019. https:// www.youtube.com/watch?v=S8EpdquI6PA “HISTORY: CONSUMERISM” YouTube video, 10:42. “The School of Life,” October 7, 2016. https://www. youtube.com/watch?v=Y-Unq3R--M0&t=306s “Are we too Materialistic?” YouTube video, 4:46. “The School of Life,” January 25, 2017. https:// www.youtube.com/watch?v=24L7r7SoK_Y “Why Maslow’s Hierarchy Of Needs Matters” YouTube video, 6:28. “The School of Life,” April 10, 2019. https://www.youtube.com/ watch?time_continue=96&v=L0PKWTta7lU The Story of Stuff. Story of Stuff. Story of Stuff Project, 2007.
“Claes Oldenburg Sculptures, Bio, Ideas.” The Art Story. The Art Story Foundation. Accessed December 11, 2019. https://www. theartstory.org/artist/oldenburg-claes/. Fry, Tony. Design Futuring Sustainability, Ethics and New Practice. Oxford, England: Berg, 2009. Hadhazy, Adam. “Here’s the Truth about the ‘Planned Obsolescence’ of Tech.” BBC Future. BBC, June 12, 2016. Yahrling, Keith. 2007-2011. “American Consumerism.” Keith Yahrling. Accessed December 11, 2019. http:// www.keithyahrling.com/American-Consumerism Rhone, Patrick. “Minimal Privilege.” Becoming Minimalist, January 27, 2017. https://www. becomingminimalist.com/minimal-privilege/. Rucker, Michael. “Is Minimalism Pageantry for the Privileged? • Mike Rucker, Ph.D.” Mike Rucker, Ph.D., February 27, 2018. https://michaelrucker.com/ having-fun/minimalism-pageantry-privileged/.
San Diego, Aika. 2018. “MINIMALISM and the intentional individuals.” San Diego, Aika. 2019. “Contemporary Consumerism.” “Minimalism – Art Term.” Tate. Tate. Accessed December 11, 2019. https://www.tate.org. uk/art/art-terms/m/minimalism. Ofei, Maša. “The Curse of The Minimalist Aesthetic.” The Minimalist Vegan, November 30, 2019. https://theminimalistvegan. com/curse-minimalist-aesthetic/. Ofei, Michael. “Mindful Consumption: A 6-Step Guide To Consuming Better.” The Minimalist Vegan, October 22, 2019. https:// theminimalistvegan.com/mindful-consumption/. Allen, Jane A, Donna Vallone, Ellen Vargyas, and Cheryl G Healton. “The Truth® Campaign: Using Countermarketing to Reduce Youth Smoking.” In The New World of Health Promotion. New Program Development, Implementation and Evaluation, 195–215. Sudbury, MA: Jones and Bartlett, 2009.
Taub, Amanda. Interview by Michael Barbaro. Capitalism on Trial in Chile. The Daily. November 15, 2019. https://www.nytimes. com/2019/11/15/podcasts/the-daily/chileprotests.html?showTranscript=1 Momoh, Osikhotsali. “Capitalism vs. Socialism: What Is the Difference?” Investopedia. Investopedia, July 30, 2019. https://www.investopedia.com/ ask/answers/020915/what-are-differencesbetween-capitalism-and-socialism.asp. Pettinger, Tejvan. “Pros and Cons of Capitalism.” Economics Help, October 20, 2019. https:// www.economicshelp.org/blog/5002/ economics/pros-and-cons-of-capitalism/. “Conscious consumerism - time to shop & live - our values | Diane Ridgway-Cross | TEDxMontrealWomen” YouTube video, 16:17. “TEDx Talks,” July 22, 2015. https://www.youtube.com/ watch?time_continue=96&v=L0PKWTta7lU
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