Creative Work Manuscript
PR Materials Design and Exhibition Design for “Jai – Doo – Hoo – Fung: The King in Our Heart” Audio Described Exhibition
Theethavat Janevatchararuk
Depermtnat of Public Relations Albert Laurence School of Communication Arts, Assumption University
Background or Significant of the Project
Since 2012, Thailand’s Institute of the Blind for Research and Development had set up the road map for making awareness about Audio Description (AD) service in Thailand. Audio Description is the additive service to all media for visually – impaired audiences to have the right accessing to all the data and information as same as sighted audiences. By rendering all the visual images; photos, paintings, sculptures, or motion pictures, to be the verbal description, AD can enhance the imaginative images of the real objects into the visually – impaired audiences’ minds. Audio Description service in Thailand is now in the process of experiment, many public organizations such as television stations, foundations, or museums start concerning more on the right of people with disability. Many public events have been set up recently to open the opportunities for those people in joining the social atmosphere. Thailand’s Institute of the Blind for Research and Development have set the aim about the awareness of Audio Description and the participation of visually – impaired audiences in many aspects. Ad movies, TV series drama, live performances have been created and designed for the audiences for many years, and yet received a good feedback from both the audiences and the media. In December 2017, the instituted with cooperation of Museum Siam and NTBC, had put another effort for the awareness making of AD. The audio described exhibition, “Jai – Doo – Hoo – Fung: The King in Our Heart”, had been designed and installed to provide the great opportunities for visually – impaired audiences to vision the photographs and sculptures of His Majesty the King Rama 9, by Audio Description providing. This exhibition was aimed to open for both sighted people and visually – impaired, also the volunteers were recruited by online and offline announcements. Since the event needed to be publicized, and needed to be designed to meet the use and the meaning of the concept of King Rama 9, all PR materials and exhibition design needed to be done as the following objectives.
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The Project Objectives
4.1 All PR materials need to be communicative the concept of visually – impaired audiences, and also the King Rama 9. 4.2 The exhibition design need to be matched with the requirements for the visually – impaired users, and also sighted users. 4.3 The exhibition design need to present the concept of eternal King Rama 9. 4.4 All PR materials and exhibition designs need to get along in the same theme.
The Concept of Design “Jai – Doo – Hoo – Fung: The King in Our Heart” was the given name of the project. Thus, the meaning showed that the focal point of the exhibition was about how to perceive “The King” by using the “Heart” instead of the eyes. All PR materials design will represent the concept of “Blind People who have never seen their beloved King Rama 9, but the image of the King shined brightly inside their hearts”. The exhibition showed the journey, past to present of the kingdom under the King Rama 9’s patronages.
Processes of Art or Design Work
6.1 PR Materials 1) Designer determined and declared all types of PR materials according to the brief from the organization which were; (1) to publicize the event, (2) to make the souvenirs for the participants, (3) to call for the sighted volunteers during the event period, (4) to make the press invitation for the press conference, and (5) to create the landmark for photography. 2) According to the brief, designer declared PR materials as follow; (1) The A3 poster for publicizing the event which can be on both online and printed platform (2) Black T-Shirt and the screened blindfold to be the souvenirs to be the symbolic of “Blindness” (3) The A4 call – for – volun-
teer poster which could be posted online and offline, and the 4 x 6 in. name tag for the volunteers (4) The A5 press invitation which could be printed out for the press (5) The 2.4 x 3.6 sq.m. backdrop for photography 3) Designer chose the color scheme as monochromic, Yellow, White and Black to represent the meaning of The King Rama 9, the true brightness which can only appear in imagination of the blind, and the true darkness which appears for them all their lives. Audio Description would be the connection between the white and black in this design. 4) Designer chose the contrast techniques; Accuracy – Distortion by presenting the shape of the person in the design as the bold, clear cut black line (accuracy) and the yellow freeform brush stroke (distortion) painted cross at the eye level as the symbol of the person who could not see, the visually – impaired people. 5) Down to the chest level, the figure used the right hand held the gold relief of King Rama 9 attached to the chest, representing the meaning of “Blind People who have never seen their beloved King Rama 9, but the image of the King shined brightly inside their hearts”. 6) Designer applied all the materials with the same components, yet different composition to create the Consistency - Variation contrast, consistent in components and elements in design but variated in composition which could still be perceived as the same theme and concept. 7) Designer sent all the designs to be approved and printed to achieve all objectives received from the brief of organization.
Exhibition Design
1) Designer started exploring and determining the size of the exhibition rooms. The exhibition took place at temporary exhibition rooms, 1st floor Museum Siam, Tha Tien, Pra Na Korn, Bangkok. 2) The exhibition was held in 2 rooms; one 10 x 10 sq.m. and 7 x 10 sq.m. next to each other. There was one door connecting
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those room together. 3) Designer determined all the objects for installation. All the objects were displayed in both touchable objects and in Audio Description form. There were 23 objects which were 17 A2 photos, 2 sculptures, 3 bass reliefs, and 2 3Ds printed objects. 4) Designers chose to use “warning blocks” and places them in front of all objects in case of being the warning signal for visually – impaired participants, and designer chose the warning blocks to be in yellow color, in order to dominate the significance of visually – impaired people, while designer chose the carpet to be black for making the contrast to the yellow warning blocks in exhibition and make them more dominant, yet to get along with the design theme in PR materials. 5) Designer chose the boards for all photographs in grey color, and the table for the rest objects covered in black, in order to dominate the warning block. 6) Designer designed the circulation loop in the exhibition by choosing the concept of “infinity” to represent the eternity of the King Rama 9 in all Thai people’s hearts. The circulation would lead the participants from the entrance to the first stop which was the bust sculpture of His Majesty the King Rama 9. Then, the circulation would lead the attenders to all the photographs and objects one by one at a time. Yet, designer designed the circulation loop to be in one – way – walking where the attenders would not be interrupted by each other. 7) Designer designed the circulation to lead the attenders to the audio described movie room, the movie room was arranged into the form of temporary theatre with 25 seats. Before entering the seats, the designed circulation would lead attenders to the “Feedback Expression” spot, provided as the round table with the blank notebook for the attenders to express their opinion and feedback. Designer designed this spot lit in the spotlight angle to emphasize. 8) All the exhibitions were designed according to the same monochromic color scheme as the PR materials for consistency. 9) Designer sent all the exhibition designs for approval and installed. 5
Materials of Art and Design Works PR Materials 1) Printed PR materials were printed on the 180 grams art paper. 2)Photo backdrop was printed on 2.4 x 3.6 sq.m. vinyl and installed on plywood structure. 3) Digital PR materials were posted and shared online via website and facebook.
Exhibition 1) The dotted – warning – blocks were made of the rubber in the size of 30 x 30 sq.cm., yellow color. 2) The carpet was designed to be 2 mm. thick, black color. 3) All the lightings were designed to be in Day – Light color to match with the mood and tone of all design.
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The Pictures of Art or Design Works.
(Above) The logo of the event, designed by using the contrast between the Accuracy (sharp black rectangular shape) VS Distortion (free – form yellow brush stroke)
(Above) The A3 Poster Design
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(Above) The A3 call – for – volunteer poster design
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(Above) The A5 Media Invitation Card
(Above) Exhibition Design
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Knowledge after finished producing art and design works.
1. The consistency in design worked effectively for the awareness of the event existence. Many people recognized different PR materials in different places could still link to to the same event because of the consistency. 2. Text on backdrop design should be above people’s height. When people stand in front of the backdrop to take photo, the name or the text on backdrop still can be seen in the taken photograph. 3. The monochromic color design could provide the strong sense of all design works. 4. The carpet for circulation in exhibition can be cut and installed at workplace manually without printing the drawing in 1 : 1 scale for preparation. 5. One – way circulation worked well for the small scale exhibition. The attenders and the volunteers were less interrupted during moving around the exhibition.
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