Document 20 6 13 by Jasleen Kaur

The Sneaker Project a CLASSROOM PROJECT documentation JASLEEN KAUR S1101108 | PGDPD ‘11 | GRAPHIC DESIGN NATIONAL INSTITUTE OF DESIGN

The Sneaker Project PROJECT DOCUMENTATION www.thesneakerguide.wordpress.com

a project by JASLEEN KAUR S1101108 PGDPD ‘11 GRAPHIC DESIGN

Guided by TARUN DEEP GIRDHER FACULTY GRAPHIC DESIGN, HEAD OF PRINT LABS.

E: jasleen.k@nid.edu T: +91. 7874876027

E: tarundg@nid.edu

INTRODUCTION Project Theme Project Proposal

08 11

INFORMATION COLLECTION Readings and FIndings Field Visit Exisitng Product Study Interviews

14 16 19 20

ANALYSIS AND SYNTHESIS Sorting Data Persona Building Stakeholder Identification Information Segregation Case Studies REDESIGED BRIEF

24 28 30 33 36 38

CONCEPT GENERATION Approaches Sorting Data Plan of Action

40 42 44

DESIGN DEVELOPMENT Content Visual Language

46 47

EXECUTION Illustration Style Type Selection Heading Stylization New Explorations

50 54 55 56

FINAL DELIVERABLE Infographic Shoe Tags Concept Store Costing

58 60 61 64

CONCLUSION Future Scope Learnings Bibliography Acknowledgement

66 67 68 69

Index

Introduction

PROJECT THEME + PROJECT PROPOSAL

Introduction PROJECT THEME

My second semester at National Institute of Design, Ahmedabad, India began with briefing about our first studio project. At NID, we are encouraged to take up projects of our interest at various levels along with our course of study. Our Studio Project 1 was co-ordinated by Dr. Tridha Gajjar, faculty in Graphic Design discipline, who briefed us about the studio project and told us to select a theme from which every student picks up one area of

interest which had some shortcomings or problems. For these problems we had to develop a graphic design print solution. After a brief about the design process and guidelines, project guides and their interest areas were introduced. As a class, we came up with two themes - Travel and Environment.

This was followed by brainstorming sessions in groups and individually as well which would help us understand the theme, break it down and create interest areas and opportunities for us. Personally, I sat to list down words and build connections between my areas of interest. I listed down the potential topics I could work on.

Individual brainstorming done on both themes separately to try and understand what these themes meant to me.

Individual brainstorming followed by potential ideas for the project selection. I was mojorly looking at sneakers and encouraging travelling among kids for education.

Introduction PROJECT PROPOSAL

UNDERSTANDING SNEAKERS Sneakers were so called for their noiseless quality when they were first made in 1800s using rubber and elastic soles. From being typical gym shoes known as â&#x20AC;&#x2DC;plimsollsâ&#x20AC;&#x2122; to their rise of stardom amongst the world athletes and sports persons, they were glamorized with each successive year! Today, we find a variety of sneakers in the market; some with high supportive ankle, while some with leather uppers, some use velcro fasteners while the others with cushioned mid soles. NEED We blindly follow fashion and follow various brands religiously but we never pause and think if the shoe we are investing in is really the one which suits the type of the feet we have. Most of the lower back pains, knee flexion, sprains and other inflations that we suffer in the knee, ankle and the spine are a cause of ill fitting shoes. According to the American Academy of Physical Medicine and Rehabilitation journal PM&R, researchers were surprised to

learn that running with modernday running shoes caused a disproportionately large, 54% increase in internal hip rotation torque (twisting) when compared to running barefoot. OBJECTIVE My project intends to intervene and create an effective communication program about knowing the type of feet and what shoe to buy. A proper communication would help screening and planning the purchase before buying. There is a need to create awareness about the adverse effects of buying a shoe, particularly a sneaker because, there exists a belief that sneakers are good for the feet, but people do not realize that only a proper fit can benefit them. SCOPE The project aims to look at the problem and develop an effective communication program or even an awareness generation among people. The target is to instigate the concept of choosing a sneaker only after considering a few things so as to avoid health problems.

] ] ]

Execution

Concept Generation

PROJECT PHASE

Analysis and Synthesis

Information Collection

Writing Brief

Project Slection

Documentation

WEEK 1

WEEK 2

WEEK 3

WEEK 4

TIMELINE

WEEK 5

WEEK 6

PHASE 1

PHASE 2

PHASE 3

Information Collection

READINGS AND FINDINGS + FIELD VISIT + EXISITNG PRODUCT STUDY + INTERVIEWS

Information Collection READINGS AND FINDINGS

To start looking into the project and understand the problem, I first started reading about the evolution of shoes, the material and the human anatomy. A brief reading of the human foot anatomy helped me understand the different foot arches and why a person develops a certain type of arch and how. Also, what are the consequences to the posture and the body especially the lower back and the knees.

Also, my guide, Tarun Deep Girdher had shared some weblinks with me that explained why running barefoot was better than running with shoes. This helped me in developing an understanding of how certain sneakers cause a lot of damage to the muscles, bones and ligaments. The western doctors have started to realize the bad effects of wearing an ill-fitting pair of shoes but in India, this study has yet not been shared much with the masses.

MedlinePlus is the National Institutes of Healthâ&#x20AC;&#x2122;s Web site for patients and their families and friends. Produced by the National Library of Medicine, it brings you information about diseases, conditions, and wellness issues in language you can understand. MedlinePlus offers reliable, up-to-date health information, anytime, anywhere, for free.

The American Academy of Orthopaedic Surgeons is the preeminent provider of musculoskeletal education to orthopaedic surgeons and others in the world. Its continuing medical education activities include a worl renowned Annual Meeting, multiple continuing medical education courses, and various medical and scientific publications and multimedia materials.

Information Collection VISIT TO VARIOUS SHOE STORES

To validate, whether the problem I was focusing at was valid or not, I decided to first visit a couple of shoe stores. I visited Nike, Adidas and Reebok stores to check out the types of shoes they were selling. I was surprised by the varied shoe cushionings and comfort styles these brands had to offer to the customers. Being a basketball player, I was aware of the various sneakers available specially for various sports. Never did I pay attention to details to such an extent. The first thing that I figured out was that I was on the right track and there was scope for me to work and bring awareness among people about considering various things before buying a sneaker. The second thing was, even though these brands manufacture sneakers of varied comfort and cushioning, they do not communicate enough to the audience. The advertisements and communication material focuses mainly on fashion and style. Even the in store salespersons are not educated enough about making right choice about sneakers. Sneakers that are designed specially for various purposes are still easy to locate.

VISIT TO THE BATA STORE

I visited BATA store, where I met Mr. A.M.Belim, head sales person there. He was kind enough to spare some time and give me insights into footwear manufacturing, the types of foot wears BATA offers and the psyche of the customers. BATA is the only foot wear company which has 20 other in-house brands and has foot wears across all age groups and occasions. He explained me how the construction of a shoe and the way it is joined affects our feet. He also gave me some quick tips about shoe buying: • Always try shoes on both feet and not on single one. • The right time to buy foot wear is towards evening because by that time, the feet swell a bit.

•

If you shall wear a shoe with a pair of socks, try them with the socks. Always buy a footwear with at least 1/2 inch space between the toe and front inside of shoe so that it is not tightly fitting.

Mr.Belim also showed me the new insoles that are being manufactured by Hush Puppies in their foot wears. They are of two types- gel insoles and foam insoles. Hush Puppies is a brand that manufactures foot wears in soft leather. It mainly caters to people who are old and also office shoes for men and women both. He told me to refer to their website as it has a lot of information.

Information Collection VISIT TO ASHU REHAB CENTER

At the BATA store, Mr.Belim had given me the address of a rehab center for feet. I went to Mahalaxmi crossroad to Ashu Rehab Center. There I met orthotist-Prosthetist, Mr.C.Das. An orthotist-prosthetist is a person who fits artificial limbs and orthopedic devices for patients with body deformities and disorders. Prosthetists specialize in designing and making artificial limbs, while Orthotists specialize in designing and fitting orthopedic braces such as surgical supports and corrective shoes. Mr.Das asked me to explain him what I was working on and what aspects was I looking at in my project. He told me that to document all problems and diseases would be a long and tedious task. So, I explained that I was looking at informing people about the foot problems that can be caused due to wearing a wrong foot wear and also a foot wear must be chosen according to the type of foot shape. Mr. Das told me to look at the foot wears separately for men and women. He told me that most of the foot injuries and problems with women are due to longer hours of wearing high heels and that too very often. He told me how menopause and menstrual cycle too affect the body and how wearing a foot wear that puts immense pressure on the knee and the lower abdominal area affects the body. He also told me that they conduct foot scans and gait analysis (the style of walking) to understand the foot problems. Because I visited him in busy hours, Mr.Das recommended me to study the types of deformities in the foot and their symptoms. He also asked me to read about human anatomy which will help me better understand the causes of the deformities.

A LOOK AT EXISTING SNEAKERS

I went through the stores and their websites to lo very interesting mechanism for a range of shoes called 'Nike Air'. Air is a proprietary Nike cushioning technology. The Air-Sole unit that

runs underfoot contains a specific amount of pressurized air. Upon impact at the heel, the air disperses, cushioning the entire foot as it rolls through its gait. Nike Air cushioning comes in a variety of forms: fulllength, heel, forefoot, three-quarter length, dual-pressure, symmetrical and asymmetrical. These air units come in four varieties: Nike Air for standard-impact cushioning, Max Air with a fuller air volume for maximum cushioning, Zoom Air with a lower-profile air unit for quicker responsiveness, and Tuned Air units that incorporate mechanical elements into a maximum-volume Air-Sole unit.

Another Nike product that I looked at is Shox - a cushioning form. Originally released in running, basketball and training shoes in 2001, Shox technology is based on the concept of columns of springs that compress at footstrike and rebound and propel the athlete as the foot moves forward through its gait. Shox columns are made of durable rubber, and running shoes can feature four, five or six Shox columns. Shox shoes are intended for neutral runners, i.e. runners who have a normal foot arch. Reebok came up with a design called Reebok Zig. These sneakers have a unique sole that provides extra cushioning and more energy return. They are lightweight and comfortable for running. It gives a bounce to the players and puts lesser strain on the leg muscles.

Reebok developed three types of Zig outsoles to cater to the needs of different terrains. ZigTech – This outsole was engineered for everyday running and training. ZigNano – Built for racers for a lightweight ride, a Foam insert in the forefoot to improve cushioning at toe-off. ZigTrail – This outsole was geared for trail running and outdoor excursions. A carbon rubber outsole aids traction and durability. Good for stability on rough terrain. Apart from the mentioned, there are shoes that are priced low for first time or new runners or for the consumers who are non-professional runners.

Those, who want to jog, run or brisk walk to lose weight, to stay fit or set up a routine. Entry-level and low-mileage running shoes have a little bit of everything: a moderate level of cushioning, some support features for the heel and midfoot, and durable protection at the outsole and around the toe. Entry-level shoes feature little advanced technology, are not intended for high-mileage use and usually are introductory-priced shoes.

TALKING TO EXPERTS Prosthetic Orthotic Institute, Civil Hospital

I went to the Prosthetic-Orthotic Institute located inside the Civil Hospital where I met Mr. Dhiren Joshi, the Principal of the Institute. I am thankful to him for letting me gather all the needed information for my project. There I met a final year student Ms.Chandni who took me around and showed me the equipment. We sat in the lab, where she showed me the foot scanner. It has high quality digital pressure sensors to accurately measure the high pressure areas. Here is a picture of the scanner also showing the sensors. It is connected to the computer where the high pressure areas of foot are displayed on the screen. Following are a list of things that must be kept in mind before buying a footwear: • The centre line of the shoe must pass from between the first and the second toe of the foot. • Have both feet measured every time you purchase shoes. Your foot size increases as you get older. • Women should not wear a shoe with a heel higher than 2 1/4 inches. • The toe box must be stiff enough from outside to prevent injury to the forefoot. • Try on new shoes at the end of the day. Your feet normally swell after standing or sitting the whole day. • Shoes should be fitted carefully to your heel as well as your toes.

• Try shoes on both foot. • There should be 1/2 inch space between your longest toe to the end of the shoe. • Fit new shoes to your largest foot. Most people have one foot larger than the other. • Walk around in the shoes to make sure they fit well and feel comfortable. • Sizes vary among shoe brands and styles. Judge a shoe by how it fits on your foot not by the marked size. • When the shoe is on your foot, you should be able to freely wiggle all of your toes. • If the shoes feel too tight. don’t buy them. There is no such thing as a “break-in period.”

Foot Scanner

Most high heeled-shoes have a pointed. narrow toe box that crowds the toes and forces them into an unnatural triangular shape. As heel height increases, the pressure under the ball of the foot may double, placing greater pressure on the forefoot as it is forced into the pointed toe box. If you stand for extended periods of time, shoes with soft, pliable soles will protect your feet and help keep them comfortable. She told me that now a days the shoes that are manufactured have proper insoles and mid-soles in-built. BATA is one of the most comfortable and trustworthy brand in shoes. They manufacture shoes for all foot types and cater to a very large population. She told me to visit the store and see all the footwears available so as to classify them in different categories.

Scanned picture of feet. Red: Maximum pressure area, Yellow : Medium Pressure, Green and Blue : Least pressure areas

Information Collection TALKING TO EXPERTS

Mr. Das, Ashu Rehab Center

On my second visit to Ashu Rehab, with prior appointment, I met Mr. Das again. There I discussed my progress and whatever I had gathered from my research and study. Appreciating my efforts, he sat to explain to me the walking mechanism and how the varied arches balance the body weight and the causes of various health problems due to a misfitting shoe. We discussed gait, pronation and supination. Gait is a particular way or manner of moving on foot. There are gender differences in human gait: females walk with lesser step width and more pelvic movement. Gait analysis generally takes gender into consideration. The gait is determined by how the foot rolls and how it is placed (touches the ground) and then how the pressure is distributed. A number of factors can disrupt a person’s normal gait. The two most common reasons are muscle imbalance and wearing stiff, over-supported shoes. Sometimes, areas above the foot, such as the pelvis or spine, can abnormally influence foot function. For example, too little or too much hip rotation can cause the foot to land in an abnormal position. In addition, injury, pain, and other problems that affect blood flow, cause inflammation, or disturb muscle function in the foot can abnormally alter the gait. Most shoes change the gait by causing the stride length to become abnormally longer. This causes an abnormal heel strike- hitting the ground farther back on the heel. It’s especially a problem during running, as the longer stride places more shock through the foot and into the knee, and occurs despite shoe cushioning or what is commonly called a “heel crash pad.” Barefoot movement does not cause the same stress.

Analysis and Synthesis

SORTING DATA + PERSONA BUILDING + STAKEHOLDER IDENTIFICATION + INFORMATION SEGREGATION + CASE STUDIES

Analysis and Synthesis SORTING DATA With the considerate amount of data, which was totally scattered and unconnected, I thought it would be great to sort out the data which would help understand the problem better. Here, the information was put randomly together on a chart.

Analysis and Synthesis SORTING DATA Classification of the available information.

Analysis and Synthesis PERSONA BUILDING

To understand the problems in shoe wearing, buying, and health problems caused due to misfitting shoes, I set to create personas after a brief user study where I went around to interview and talk to people. It included married ladies, office going people and people who go to gym and gardens for physical exercise.

Accordingly, I created the personas. These are primary focal users of the product for whom the deliverable shall be optimized. While doing this exercise, I tried to gather and put down each and every detail which would be relevant including the background, physical appearance, routine activities, social activities and habit.

Mrs. Reshmaâ&#x20AC;&#x2DC;s sneakers. An Adidas loyalist

Mrs. Reshma A gynaecologist and a home maker who goes for evening walk daily.

Facing Page: Various Personas created to understand the users.

Analysis and Synthesis STAKEHOLDER IDENTIFICATION After looking around, collecting information, going for field study, it was time to look at the various stakeholders of sneakers. the process of identifying the individuals or groups that are likely to affect or be affected by a proposed action, and sorting them according to their impact on the action and the impact the action will have on them. This information is used to assess how the interests of those stakeholders should be addressed in a project plan, policy, program, or other action. The stakeholder mapping will help to identify not only the target group but also, how the design/decision will affect others in the scenario.

Analysis and Synthesis INFORMATION SEGREGATION After collecting information and understanding the various problems, symptoms, causes and the kind of shoes and the structure of the shoe, it was important to segregate the information according to the foot type. The information classification was done according to the foot type of a personhigh arched foot and flat foot. I did not classify data for the normal arched foot type because, these are the people who can wear any kind of footwear considering certain things and facts keeping in mind which I shall share in my later post once I have completed my data analysis.

Analysis and Synthesis

Once, the data was segregated, it became easier to understand what had to be communicated and how could it reach the audience. I made divisions on the basis of foot arches. It gave me clear demarcations as to what I wanted to convey to the audience. The facing page shows the connections made and my understanding of the anatomy of foot, the cause of a certain shape of the foot arch and the effect it has on the gait as well as the body. This synthesized data helped me to understand what had to be conveyed.

Analysis and Synthesis CASE STUDY

My design project is relatively new to Indian context and the audience as well. On my visits to various stores, I understood the fact that even the salespersons do not know much about shoes except the details about the sneaker suitable for various physical exercises.

I was unable to find case studies of information prevalent out in the open which is accessible to the audiences. But, while surfing the internet, I came across this website called footlocker. It is a very effective communication model which takes you through the process of shoe selection.

The interface processes from the list, the best shoes fit for your requirement. It filters the information input, taken in four steps and hence brings to you the best fits suitable for your foot type.

Step 1 : Select GENDER

Step 2 : Select RUNNING SURFACE

Step 3 : Select PRONATION

Step 3 : Select SHOE TYPE. Then it processes through the options. One can also select the brand and price range as well.

Analysis and Synthesis REDESIGNED BRIEF

To develop a set of printed materials that will inform and educate the prospective sneaker buyers about first knowing the foot type they have, analyzing their gait and therefore considering these factors before buying a shoe for running, walking and jogging. The design intervention shall be a systems design where the information shall be dispensed at various levels through a concept retail store with tie-ups with the gym and the doctors. This material shall help to inculcate the mentioned information in the decision making of the buyers to decrease the risk of developing health problems.

Concept Generation

APPROACHES + SORTING DATA + PLAN OF ACTION

Concept Generation APPROACH ONE AN ONLINE PLATFORM The information collection and analysis brought to light that people are not aware of how to make a rigt choice for the footwear. Most of the people, especially ladies who wear heels for long hours suffer from ankle pains and back problems. While, those who go for running and jogging to stay fit are in turn harming their feet even more by putting on the wrong fit. It does not cause any immediate impact but causes long term effects. So, one approach was to educate the audience by setting up an online platform where a lot of people make purchases. The interface would be such that it would take the person through a step wise procedure and finally filter the options available for him/her.

HOW WOULD IT HELP? The platform shall educate people of the problems of a misfitting sneaker. It would not be a tedious procedure but a simple four-five step flowchart to make decision making easy. It would not focus on one brand but bring in all brands together. So, one can surf through various brands and range of sneakers. It would also act as a promotion. So, when people come to that website, they shall be educated about choosing footwear. DRAWBACKS As the project is targeted at the Indian audience, building an online platform might not be the best solution. Still, not many people have placed their faith in online shopping. Whereas I want to cover a larger audience. Though the website can be a part of a larger system.

APPROACH TWO A SMART PHONE APP As I was trying to look at a deliverable which provides an instant and quick access and something where decision making is not tedious. A mobile phone application fit into the requirement quite aptly.

HOW WOULD IT HELP? Easy and quick access to the information. Can be used anywhere without being bound by the fact that one has to go to the information. The information is with the audience instead. Easy circulation among the audiences as most of the population has a smart phone now a days.

DRAWBACKS As a part of my research, when I looked back, I realised that actual decision making happens at the retail store. Again, a mobile app limits the audience. And not many people may like to put such an app on their phones.

Concept Generation SORTING DATA

•

After segregating the levels of information, I started looking at how to dispense the information to the • users/customers and in what ways. I discussed it with Akshan Ish, my • friend and classmate. He helped me to build upon the scenario and then, we came up with the idea of a CONCEPT • STORE for an existing brand. We thought it would be ideal to create a concept store, which will be like a retail store concept model which can be later taken up and implemented by any of the brands for their retail store. I thought this idea was feasible because:

just making an information chart or a poster for any store will not help unless they have the equipment to gauge various dimensions about the foot. people tend to ignore information that is just put up. for such a system to work it is essential to have employees who are trained about it. an entire system is needed where the store can have tie up with a podiatrist and may be gym instructors who will also be the source to dispense information and educate people.

Here is a scenario that will help understand the concept store in a better way.

The idea is to have a retail store where the customer chooses the right footwear best for his feet. It shall have equipment to analyze the foot type, and also understand the gait pattern of the person and hence make the right selection.

Concept Generation PLAN OF ACTION

Now, after looking at the information, mapping scenarios, and studying the retail space, it was time to decide on the whole system of working. The information to be dispensed should not be just a poster or a piece of information that is placed at just a place. So, I mapped my points of focus studying and observing how a customer would enter the store and where all can the information be dispensed and made visible. As the customer enters the store, he looks around and sees the available shoes. An infographic educating about the selection process of a shoe is present, placed near the shoe display. The person then goes through the process of foot analysis and refers back to the poster where he can conclude the foot type. He then selects the shoes, where either the shoes can be arranged section wise, according to the foot type, otherwise tags can be put up which are in co-ordination with the colours of the poster. This infographic can be put up in the gyms and at clinics and hospitals about KNOW YOUR FEET. Also a poster informing a set of guidelines for buying a shoe would help make better decisions.

Design Development

CONTENT + VISUAL LANGUAGE

Design Development Content

To start executing the infographic, it was needed to build upon the content and the hierarchy. Looking at the information segregation and the mapping of how the content would reach the audiences, I fixed on the following content: Height of the arch of foot Arch type Pronation Best fit Sneaker Once I looked at the content, I tried to figure out why each of them was necessary and could anything be eliminated. But, I realized that it was like a flowchart and one led to another. Therefore, this content and hierarchy was set.

Visual Language

The content laid down was very medical therefore a need to explain it easily through the visuals and and easy to understand language was required. As my target audience was youth and adults both, the visuals should be fun and yet easy to decipher. IMAGES My project is a very new dimension in the Indian context. Nothing like this exists. Therefore, initially I was very confused about the style and visuals of the infographic. Another problem was that as the whole infographic dealth with medical terms and visuals, how to bring in a little off-medical character to the style. Therefore, whatever imagery is worked upon it must cater to a diverse audience. TYPEFACE The type could be decorative for the headings as this infographic would be put up in gyms and retail stores. But a non decorative and clear forms facilitating reading. I chose The Sans of Thesis type family for the body text. The letters have a diagonal stress and a forward flow that facilitates reading. While for the headings, I chose Meta Pro which is wonderful as a display/title typeface. It is very clear, stark and vertical sans serif that worked well for my needs. COLOUR SELECTION Having visited a lot of shoe stores and a few gyms, I had an idea of what colours to employ. Also, there needed to be a colour coding throughout the infographic. In discussion with my guide Tarun Deep Girdher, I narrowed down to three major colours that would remain constant throughout. They are:

C : 10 M : 15 Y : 100 K:0

C:0 M : 100 Y : 100 K:0

C : 100 M:0 Y:0 K:0

Design Development Visual Language

GRID AND LAYOUT I wanted the grid to be very simple so that connections can be easily established between each layer of information. I chose a vertical layout to be printed on an A2 size. The size was not a fixed size. It could be changed according to each store/ location. I did not want to be very stubborn with the size. As I had visited these stores, I realized that availability of space is also different. Therefore, a print could be taken depending on whatever area is available.

Execution

ILLUSTRATION STYLE + TYPE SELECTION + HEADING STYLIZATION + NEW EXPLORATIONS

Execution llustration Style

As mentioned earlier, the terms being very medical, for the audience to understand the illustrations had to be simple and easy to understand. Also, as I had to show human legs and a certain anatomy, I made pencil sketches first in simple line drawing. I did not want to indulge in painted illustrations. Therefore, I took my sketches to computer and started working on them digitally. Here are the initial explorations:

foot type and gait (way of walking) pattern. Knowing your foot type and the use of correct shoes for walking,

CHOOSE

jogging, running plays an important part towards the enjoyment of your activities, minimising any long and

SNEAKERS KNOW YOUR FEET AND GAIT FOOT TYPE

FLAT ARCH

short term injury.

The height of your arch can affect the direction your ankles roll (pronation). a gait analysis helps you to know your way of walking. We have different walking styles according to our foot type. The act of placing the foot on the ground when your body weight gets distributed and the way your ankle is placed is called pronation.Pronation affects the sideways movement of the foot as it propels.

In the initial explorations, the illustration looked too childish. But it gave me a considerable idea of what information would be placed and how a visual hierarchy had to be maintained. HIGH NEUTRAL ARCH So, I started to explore on the illustrations once again,ARCH studying the human Your ankles ankles anatomy, observing people, their gait,Your and postures. It helped me a lotYour in ankles probably probably probably over-pronate pronate under-pronate. building on the illustrations. from mild to severe.

normally or may over-pronate mildly.

GAIT PATTERN

Back view

Body weight equally distributed.

Body weight on inner side of the foot.

Front view (right foot) Body weight on inner side of the foot.

shoe arch

Stability Shoe Flexible Shoeto my seniors I showed these illustrations and batchmates, they told mesturdy that outer the sole not curved visuals still looked too clinical. I was very confused as to how to break away from the current style. Another thing mentioned by my senior, Rakesh Baidya pointed MOTION CONTROL STABILITY NEUTRAL CUSHIONING that I must make illustrations that are unisex. The legs here looked more like a girl’s. This was an interesting and important point made by him. Another thing mentioned by him was that I must build a context and try to build a narrative in my infographic. Considering the feedback, I set to work again.

No support under the arch

In order to show various activities for which one must do a proper sneaker selection, I made an illustration of people engaged in various physical exercises.

Now things started to come to place. I tried various illustration styles for the pronation as well. Here are the illustrations done after a better anatomical understanding.

Another set of illustrations that had to be worked upon were the sneaker styles. The bottom set of visuals depicted the sneaker type fit for the kind of feet one has. The earlier illustrations did not have a common element to them They did not look as if belonging to the same family. Therefore, I started to explore on them as well.

Sturdy outer sole

NEUTRAL CUSHIONING

Minimal Arch Support

STABILITY

Minimal Arch Support

No Support Under The Arch

MOTION CONTROL

Sturdy Outer Sole

Execution Type Selection

META PRO / BOLD

Heading

HOW TO CHOOSE

SNEAKERS Introduction. Supporting the heading.

THE SANS / REGULAR

Before choosing a shoe, take a minute and analyse your foot type and gait (way of walking) pattern. Knowing your foot type and the use of

correct shoes for walking, jogging, running plays an important part towards the enjoyment of your activities, minimising any long and short term injury.

Body text

META PRO / BOLD

THE SANS / REGULAR

KNOW YOUR FOOT PRONATION

Header Stylization

As mentioned earlier, the colours for the arches were defined which would remain constant in each layer of information. Also, in discussion with Tarun Deep Girdher, it was pointed out that the audience will comprise of colour blind people as well. So a need to distinguish through shape, type or any sort of visual was necessary that the colour blind people can identify. Therefore, we decided on using a triangle, a circle and a square along the arch illustrations.

HIGH ARCH

ARCH

HIGH ARCH

NORMAL ARCH

FLAT ARCH

ARCH

NORMAL ARCH

FLAT ARCH

Execution New Explorations

I spent a lot of time fixing on an illustration style, layout and colour use. I was not satisfied with what I had made earlier. The process of relooking and then understanding and executing various ways to illustrate was constant. I kept looking at parallel infographics which were now starting to influence my style. In one of my explorations, I tried to break away and had the concept of x-ray in my mind. I used black for the human legs illustration, with white bones. I went a little off track while doing this one, but I liked it as it broke away from my initial concepts.

Final Deliverable

INFOGRAPHIC + SHOE TAGS + CONCEPT STORE + COSTING

Final Prototype Infographic

After taking prints, correcting and tweeking illustrations, proof reading the body copy, achieving the correct colours and checking the sizes I took the final print of the infographic. The infographic is printed on an A2 size sheet. Below is a closer look at the infographic while the facing page shows the printed copy.

HOW TO CHOOSE

Before choosing a shoe, take a minute and analyse your foot

SNEAKERS KNOW YOUR FOOT ARCH

type and gait (way of walking) pattern. Knowing your foot type and the use of correct shoes for walking, jogging,

running plays an important part towards the enjoyment of your activities, minimising any long and short term injury.

DETERMINING HEIGHT OF THE ARCH

the path of our feet and ankle direction. High Arch. More than 1 inches high from the ground.

HIGH ARCH

Normal Arch. Approximately 0.5 to 1 inches high from the ground.

Flat Arch. Touches ground.

FLAT ARCH

NORMAL ARCH

KNOW YOUR FOOT PRONATION

We place our feet

our foot type. The act of placing the foot on the ground while our body weight gets distributed is called pronation.

SELECTING THE SNEAKER

UNDER-PRONATION Body weight on inner side of the foot.

NORMAL PRONATION Body weight equally distributed.

MILD OVER-PRONATION Body weight slightly more on inner side of the foot.

SEVERE OVER-PRONATION Body weight entirely on inner side of the foot.

Depending on the foot arch and pronation, we should select the right kind of sneaker.

Minimal Arch Support

Sturdy Outer Sole

Execution Supporting Shoe Tags

To establish a context and to help categorisation of the shoes, I planned to make shoe tags which would carry the same visual language as the infographic. So, it would have the foot arch icon, indicating the foot type the sneaker is best suited for.

Shoe tags. Front and back side.

Shoe tag for a shoe that is fit for a person with flat feet.

Shoe tag for a shoe that is fit for people with either flat or normal arched feet.

Shoe tag for a shoe that is fit for a people with either high or normal arched feet.

Concept Store

I thought it would be better to give a hint at how I would want the retail store to be branded using the symbols for the arches. So, I made a 3D model of a retail shoe store showing the infographic displayed. For the store, I have shown categorisation of the shoes according to the arch of the feet. It gives an idea of how the system shall work and how a customer will be guided by the display of the information in the store. The information can go up in the store according to the available space which is why the size of the infographic has not been defined sternly but can be printed and displayed accordingly. The main aim of this communication model is to sensitize the audience and infuse this aspect into their decision making.

Final Deliverable Costing The final deliverable included an infographic and shoe tags. I did not wanted to have a fixed size for the infographic but it to go on any available area inside a retail shoe store. The purpose of my deliverable is not to guide a space but to guide the audience. As it is a very new concept, the first motive is to spread it as much as possible. Therefore, I decided to have a scalable size in terms of the Golden Grid.

The infographic is printed on the plotter which charges prints per square feet. 1 sq. ft. = Rs.40 Hence an A2 size

=1.375 x 1.9 feet =2.68 sq ft.

Cost of an A2 print

=2.68 x 40 =Rs 107.25

Paper used for printing tags is Natural Evolution 210 gsm. As I wanted a higher gsm paper to print in offset, I printed the tag’s front and back on individual sheets and then pasted them together. The size of one tag is 2.14”x3.75”. Cost of one sheet is Rs 18.5. On a 12”x18” sheet, 20 one side artworks are printed. It means 10 tags can be printed on one sheet. Cost of one sheet and printing on it = Rs (40+18.5) = Rs 58.5 Hence Cost of one tag = Rs 5.85 + rivet cost + thread cost

Conclusion

FUTURE SCOPE + LEARNINGS + BIBLIOGRAPHY + ACKNOWLEDGEMENTS

Conclusion Future of the project This project is an attempt to create awareness among people who indulge in physical exercise of walking, jogging and running in their routine to find a right fit for their feet in order to negate the long term harm to their body. By designing such a system for sneaker selection, I have tried to set a tone of communication and a visual language so as to encourage the target group to build this system as a part of their decision making while choosing a sneaker. The infographic can be displayed in retail stores, at various hospitals and clinics as well as gyms so that a larger audience can be covered. As this activity shall build into their decision making, only the tags can remain there. It is a conscious attempt to inject this system of their unconscious decision making. The project is mainly a system design and the visual language and the illustrations can be customized according to the place where thy shall be displayed. The main aim of the project is to consciously educate people about the harm of wearing an ill fitting sneaker for their workout.

Learning This project helped me a lot to understand and structure a brief. It was also the first time I set up a blog. The learning was tremendous. I got a chance to actually do a field research. I had always been scared to go out and strike conversations. I also learnt to step into the world ALONE. It was a sort of learning to understand how to handle a project and then shape it according to your best understanding. I really struggled at illustrating the infographic and that is something I would want to work upon. It made me realize that I must start working on building my strengths. The project helped in building and shaping me as a designer. I started to question my decisions which helped in doing better. There were stages of conflict with self and what the guide said. Therefore, striking the right balance and bringing out the best in you is the best learning of all.

Conclusion Bibliography BOOKS • • • • • •

Shoes. Fashion and Fantasy. McDowells, Colin Feet and footwear : a cultural encyclopedia, Demello, Margo The Jaipur Ankle Foot Prosthesis A Manual of Fabrication and Testing Kabra, Gopal Human body /by Steve Parker. Parker, Steve, 1952 Human body : a visual guide, McMillan, Beverly. Visual Language for Designers, Connie Malamed

WEBSITES • • • • • • •

http://health.nytimes.com/health/guides/symptoms/walkingabnormalities/overview.html http://www.britishpathe.com/video/the-problems-of-badfootwear/query/shoes http://allaboutshoes-toeslayer.blogspot.in/2009/10/anatomy-ofshoe-according-to-mcphoil.html http://www.footlocker.com/striperpedia http://www.welovesneaker.com/ http://www.roadrunnersports.com/ http://www.asics.ie/running/knowledge/understanding-pronation/

Acknowledgements Tarun Deep Girdher, my guide, for guiding, inspiring, critiquing, constant feedback and support throughout the project. Rupesh Vyas and Tridha Gajjar, faculty of Graphic Design for the feedback and support. Immanuel Suresh, faculty of Graphic Design for the quick catching up and evening discussions. Mr. Bharat Suthar, Mr. Bharat Patel, Sachin and all staff at NID Print Labs for the ever ready help. Prabir Mukhopadhyay for sharing the reading list and references. Mr. Belim, head manager of BATA store at Ashram Road.

Mummy and Daddy, the reason why Iâ&#x20AC;&#x2122;m at NID and for the constant motivation and support. Risham And Harnoor for cheering me up in sadness and lonely times and being the best siblings. Akash for helping me make a 3D model of the store on Sketchup. Navneet and Rakesh for critiquing and giving constant feedback. Siddharth Dasari and Deepti Ahuja for taking photographs of the mock ups and final deliverable. Rahul for always preaching and cheering me up whenever I needed a friend.

Staff and Students of Prosthetic Orthotic Lalu for the endless cups of tea. Institute. Mr. Das of Ashu Rehab for giving his time and helping understand anatomy.

All my batch mates for the being my companions in all times.