Defining the brief The issue outlined is that of male dominance in the creative industries. This issue derives from the historical imbalance of sex within design, forcing women to be overlooked in the creative industries. Although this issue cannot be solved overnight, small steps must be made in order to create an equilibrium between genders. By developing a body of work in which focuses upon highlighting female designers to creative directors, more women may get employment opportunities, in turn promoting balance. In order for this to be successful female design must be effectively highlighted, and promoted as equal to male design. As within the written paper it suggests that female designers, such as Scher, often use postmodern trends to stand out from male designers, this may be included within the design. As the outcomes purpose is to promote female design work, it was decided that this should be supported by a female collective. More reasons as to why this is relevant have been noted in the OUGD501 blog. When outlining a target audience for this piece, it is evident that the only way in which to remove this imbalance is to directly target the employer. The main demographic for employers within the creative industry are, males aged between 35-55, of an ABC1 demographic profile.
Visual Research
Hierarchy is evident through the sizing of type, allowing important information to come across initially. Little
Clean and clear the large margins explore a fresh nature. As Vignelli previously stated that small margins create tension a larger margin would develop a fresh, innovative take on spread design.
typography is expressed, in turn allowing for a fast, less daunting read. The typography itself is legible, with a serif typeface being used when mass text is present, in turn further promoting legibility. In terms of navigation a top bar has been put in place so that no matter what page the user is on they can easily navigate to other pages. This is essential when thinking about click count. The general aesthetic of the piece appears clean and clear. It is evident that a grid system has been put in place in order to promote structure. White has been expressed throughout all background spreads to create impact between the images used.
This design explores a minimal approach. The effective nature of the lines intrigues the audience into why they have been crossed out and thus the consumer is much more likely to engage with the product. Three tone effects are highly impactful as they promote a strong concentrated palette..
Contextual Research Discrimination is illegal ‘Title VII of the Civil Rights Act of 1964 is a federal law that prohibits employers from discriminating against employees on the basis of sex, race, color, national origin, and religion. It generally applies to employers with 15 or more employees.Title VII also applies to private and public colleges and universities, employment agencies, and labor organizations.’
70% of young female creatives are working in a 75%
("Know Your Rights: Title VII Of The Civil Rights Act Of 1964". AAUW: Empowering Women Since 1881. N.p., 2017. Web. 19 Apr. 2017.)
(Seven Key Findings From The New Creative
Key statistics:
Ways Companies can reduce sexism in the workplace
‘37.2% of Creative Industry jobs were filled by women compared to 47.1% of the UK workforce. In 2008, just 3.6% of the world’s creative directors were female. Since then it has tripled to 11%; in London-which still leaves males being the other 89% of creative directors.
male-dominated department 70% of young female creatives says they have never worked with a female creative director or executive creative director’
Industry Statistics | Nesta". Nesta.org.uk.)
‘Lose the bro culture: stop hiring in your own ilk and instead seek to build a diverse team. Have zero tolerance for sexual harassment: don’t produce advertising that objectifies women, much less objectify women in the workplace.
Adopt flexible working arrangements: whether it’s caring for elderly parents or children, it falls mainly on women to take the time off work and suffer the penalties. Address the pay discrepancy issue: if women are paid less than their male counterparts, it pushes them to be the ones to who would stay home as caregivers. Address the paternity rights for fathers: if fathers are prevented by policy from being equal caregivers for their children, it will perpetuate women being forced to play that role.’ ("The Importance Of Elevating Women In Creative Industries | Ogilvy.Com". ogilvy.com. N.p., 2017. Web. 19 Apr. 2017.)
Research into the target audience
Primary research was undergone in order to formulate a profile for the target audience. This including design in which they believe to be effective, colour, and typography.
User interface and generation X
Personas
Generation X, or Gen X, is the demographic cohort following the baby boomers. There are no precise dates for when this cohort starts or ends; demographers and researchers typically use starting birth years ranging from the early-to-mid 1960s and ending birth years ranging from the late 1970s to early 1980s. Generation X is a relatively smaller demographic cohort sandwiched between two larger demographic cohorts, the baby boomers and the millennials.
Name:Richard Age:50 Job:Creative director Salary:45k-70k Children:3 Relationship status:Divorced Car:BMW Hobbies:Sci fi films, sailing
Generation X is accustomed to technology not working because it has been developed during their lifetime and they’re used to things not working well. This may cause them to overcomplicate technology. Gen-X exists between a tech-savvy generation and one that might not readily acclimate to changes in technology. Gen-X might adapt easily, but they try to learn the new technology while simultaneously teaching their predecessors. They become mediators, but they can only be good translators by understanding generational differences and thought processes.
Name:Tim Age:35 Job:Creative director Salary:45k-70k Children:0 Relationship status:single Car:Tesla Hobbies: socialising, football Name:Mike Age:55 Job:Creative director Salary:45k-70k Children:2 Relationship status:Married Car:Mercedes Hobbies: Fishing
Idea Generation
Mass ideas were originally outlined in which explore very different ways in which the problem may be resolved. Social media platforms were highlighted, alongside publication design and user interface design. When discussing the platform in which would be most suitable with peers they suggested that a publication would be an easy way in which to directly gain the consumer's attention, although a website could be used to further promote work.
Initial Ideas Logo As Scher was largely mentioned within the essay, elements of her style were expressed within the initial drawings. Her typographic style being a key influence. Bold san serifs were explored, promoting the collective as strong and impactful. The idea of taglines/shapes were explored as Scher frequently uses these design traits within her work.
Publication Cover A range of broad ideas were developed for the publications cover. Some designs explore that of the collectives logo, whereas others follow a quick, informative approach. Composition was widely explored, with an emphasis being upon a postmodern layout. In turn reflecting the essays key ideas. An A5 format was selected in order to make the publication cheap to manufacture, this being further embedded by the staple binding method.
Webpage Initial ideas were developed in which explore a range of layouts/compositions. The sketches focus upon the placement of text and image, alongside functions such as sidebars/burgers. The collective logo was generally expressed at the top of the page in order to embed the collective on each spread. When thinking about what layout would be most suitable, the target audience became a key consideration. Other considerations in which had to be made include that of exploring similar trends in which the publication expresses. As a result of this it was decided that a clean design should be promoted, in which explores some form of postmodern aesthetic. Sketches 1, 4, and 10 attempted to promote this further.
Prototype 1-Logo The logo would be developed for the (female) collective, which aims to promote female designers alongside creating strong design work.
In conjunction to the initial sketches, CAD mock ups were developed in which focused upon different forms of typography. The word female is broken down into both Fe and Male, this is in order to promote females as being independent, and separate beings as males. A further analysis of why this separation has occurred is outlined on the OUGD501 blog. When gaining feedback from this it was suggested that the italic approach worked well as it somewhat separated the words. It was also suggested that further manipulation should be made to the word ‘male’, for example, the word may be crossed out or underlined.
Prototype 2-Publication When referring back to the original problem, it is evident that a publication would be a strong solution in which would express female design to the intended demographic of employers.
Some simple stretches were developed surrounding the cover of the publication. The first design expressed follows that of the collectives logo. This in turn promoting the collective as well as the female design work inside. The second design follows a very minimal typographic variation in which is based around the number of designers present within the publication. No mention of female design is present in order to make the design ambiguous, and to effectively gain the consumer's attention.
When gaining feedback from peers they suggested that the designs should explore bold colours, as the design itself is very minimal and thus does not comply to the ‘postmodern trends’ in which were previously mentioned. They also stated that a strong typeface should be used, with multiple variations being explored using CAD.
Prototype 3-Website The website would be used as an aid to the publication, so that the consumer can gather more information surrounding the collective and female designers work. The website may also be open to secondary and tertiary audiences.
Initial drawings were developed for the website in which focused directly upon composition. Designs in which promoted a more postmodern layout, such as design 1, were highly commended by peers as they communicate the original, intended message.
Development-Logo Futura was selected as the primary typeface as it's strong, bold appearance promotes female independance.
The first approach explores the word ‘male’ being entirely crossed out. A red was used in order to promote impact.
As the first design was suggested to be aggressive towards males, opacity was explored with. This therefore allowing the word male to appear visible.
In order to remove the aggressive nature further a grey was used. The word ‘Fe’ was also placed in bold in order to express a further division between the two. Peers suggested that the outline now appeared dull and less effective. As a solution they suggested placing the line behind the text.
From this the line was placed behind the text, with a vibrant pink being expressed. Pik was selected as it often contains negative female connotations, and thus placing it in a positive situation will remove any previous stigmas.
Development-Website
Wireframes were developed in order to gather a greater understanding upon the layout. This also ensures that all web pages would effectively coincide with one another.
The first design idea explored a strong grid system. When discussing this with peers it was suggested that this lacked concept, as it was previously stated that postmodern trends would be explored.
From this a more ‘open’ design was explored with. The composition appeared much more playful, with a randomisation of images being used. A less restrictive grid system was also put into place. The colour pink was explored as a background in order to tackle negative gender stereotypes. This has been explained further on the OUFG501 blog. When discussing the design with peers they suggested that the coloured background makes the images appear less impactful. Futura was used as the main typeface in order to comply to the publications aesthetic, in turn making the outcomes appear as if part of a set.
As a result of the feedback given, the background was reverted back to white. This making the images more impactful.
Development-Spreads
The selected images were chosen in order to implement the idea that female design can be both modern and postmodern. A grid system was put into place in order to develop structure, although a larger grid system was used in order to express movement.
The above spreads show how design can sometimes be unintentionally offensive. The two pieces of design work express women from different cultures in the same spread. This may appear offensive to some as cultural beliefs differ.
When asking the tutor about the previous spread, he suggested that the design work appeared overly feminine and thus did not explore what female design truly is. As a result of this the above spread was developed.
Development-Cover
From the previous designs developed it was decided that the collectives logo appeared strongest as the front cover. Further text was applied to this in order to outline the publications subject matter, female design. Coloured backgrounds were explored with, although it was stated that the white background allowed the text to appear more impactful. This relating to a similar comment surrounding the websites design. The positioning of the typography was explored, although a centralised approach was said to instantly impact the consumer.
When exploring with the entirety of the cover, it became apparent that designs in which maintained a coloured backpage felt more effective, as this caused a juxtaposition between the white front cover. This also applies to Vignelli’s cannon whereby he suggested that an entirely white cover is a bad design decision. Line work was explored with, although peers suggested that the block colour approach was far more effective.
Outcomes/Evaluation When thinking specifically about the publication, it is evident that costings would need to be considered if taking this project further. A good way in which to get such funding maybe to hold exhibitions, and sell the designers work. This would provide money as well as promoting the female designers further. In design terms the aesthetic of the publication will firstly be discussed. The general layout is bold and impactive. Minimal in nature the designs do not appear crowded, and your eyes are drawn to the workings of each individual designer. Making the publication A5 has allowed this further, as less images can appear upon an individual page, in turn promoting only a couple of design pieces at a time. I believe this to be far more effective than listing numerous designers upon one page. The nature of the spreads attempts to capture postmodern trends, with less obvious layouts being taken. Although this concept is strong, I am unsure upon whether the design correctly captures postmodernism, and thus I believe a more abstract approach should have been taken.
When thinking specifically about the logo, it has appeared evident within critiques that many of the males I asked felt that it excludes men. As feminism is a movement of equality rather than female 'supremacy', I believe that this logo may not be that effective. Although its general design is so. As a result of this, I will attempt to take the principals of the original logo and apply them in a different manner, in collaboration with the rest of the collective. This operation will be undergone throughout the summer months, to allow a strong focus. Colour has been a key influence throughout the whole design. A three colour tonal approach was developed in order to express a clean, yet bold approach. The pink used highlights femininity in a positive manner, as the colour pink previously had 'negative female connotations'. The typography used was that of Futura, a strong san serif typeface. This typeface was selected as it mimics the work of Scher's, alongside other strong postmodern female designers.
Outcomes/Evaluation Website The website itself is easy to navigate, clean and clear. Postmodern trends within the publication have been mimicked throughout the design, although similar to the publication I believe that these could have been pushed far further. The idea of a website would allow the consumer to further engage with the designers, discover more creatives, and gain information surrounding the collective. One idea in which was suggested to me by one member of the collective was to have a forum page added to the website, in turn promoting an open discussion between designers. This would be a great idea to engage with further creatives, and thus if the website goes live this will be an added feature. in order to promote continuity the website mimics the same typography/colour scheme as the publication. This in turn promoting the two together. When thinking about the general layout of the website, I believe some pages to not correctly explore postmodernism
and thus this would be an area in which I would suggest needed improvement. Target Audience When thinking about how the demographic will interact with the outcomes, it must be considered that legibility is a key factor. As within my previous feedback it states that some of the typography used is difficult to read due to sizing, this will be altered. As the primary audience is males, it must be considered whether the line through the word male is effective, or whether it does appear man hating. Other than this I would suggest that both outcomes are clear, easy to navigate and promote legibility. In turn effectively targeting the intended demographic.
Outcomes/Evaluation Comparisons As within the essay it is suggested that women have been previously labelled 'the weaker, less achieving sex.', this has attempted to be removed within my own design outcome. Futura, a strong sans serif has been used in order to embody the idea that women are strong and resilient. The usage of a sans serif was also selected as designers mentioned, such as Scher frequently use them within their work.
'suggests that this injustice is due to the structure of society and its placement of women. Although the reasoning is unknown, women of today must still strive for a neutral, same opportunity future.' When thinking about society placement of women, it should be noted that mass small actions will help promote equality within society, and the design industry. I hope that the collective, and my final outcomes may help assist with this.
Another quote in which has been visually represented within within the practical work is 'design in which was hidden from the public eye but rather the female designer.' This quote suggests that it has not been female design in which has been overlooked previously, but rather that acknowledgement of female designers. As a result of this the production of a female design catalogue allows female designers to be mentioned alongside their work. In turn promoting the idea that female designers deserve as much acknowledgment as males.
As within my research it was discovered that men still take up the majority of design jobs, I hope that my outcomes will help assist in promoting equality within the design industry.
Production, Distribution-Logo
Future? The logo would be displayed upon all relevant outcomes by the collective. This may include publications, interfaces, stickers and posters. Two variations of the logo have been developed one in RGB and the other in CMYK, this therefore allowing the logo to appear digitally and on printed media. From research gained by the intended demographic it was suggested that the logo appeared somewhat man hating and thus this must be altered before it appears on any platforms.
When thinking about the future of the outcomes/collective it is evident that there are a lot of issues in which must first be overcome. Funding is essentially one of the key areas in which must be firstly completed, with exhibitions etc being held in order to fund the publication. Secondly, as a collective we must develop a new logo in which does not appear to exclude males but holds the same ethos. The colour should also be altered in order to promote a more 'friendly' pink. Some areas of the publication, alongside the website must be altered in order to promote postmodern trends more effectively, as well as following a clean design.
Production, Distribution-Publication The production of the publication was relatively straightforward. A simple staple was used in order to bind the magazine together. This is in order to comply to that of magazine standards, as well as expressing a cheap manufacturing method. The stock used was recycled in order to promote environmental design. The stock used was matt, in order to create a juxtaposition between the normal 'glossy' magazines in which represent women so badly, heat being an example. A gsm of 200 was used for the cover, as within the mock up the cover felt very malleable, the paper also contained levels of transparency. An inner gsm of 160 was used in order to again combat the transparency issue as well as promoting a high standard publication. As the consumer was born before the digital age it is fair to suggest that they will have a bias towards printed media, hence why print has been used in this case. When thinking about how the design will be distributed, it is fair to suggest that cost will be an influencing factor. As a result of this research will be conducted into all male design studio initially, with design studios in which contain a gender imbalance being tackled once the correct funding has been maintained.
In order to gain a greater understanding upon whether this outcome is relevant to the demographic, research was undergone into the consumers interact with the piece. From this it is evident that some of the scaling needs to be altered, with some images, and all typography being increased.
Production, Distribution-Website
As coding is a very expensive method, it may be suggested that the website is initially set up using a online website generator, such as WIX. When thinking about the ways in which the intended audience will connect with the product, it is fair to suggest that they will not firstly come into contact with this outcome but rather the publication. A link is present within the back of the publication, and thus the consumer may follow this in order to gain access to the website. When visiting the website they will gain information about the collective as well as individual designers. When testing the website on the demographic, they suggested that the type and images needed to be increased. They also suggested that the individual designers pages should be easier to reach.