MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
1
M FA G ra p h i c D es i gn Th es i s Pe i hua (Zoe) L ee
Thre at s t o Pe r so nal P r i va c y in t he Dig i t a l E ra
2
LITTLE DO WE KNOW
01. THE ISSUE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
3
M FA G ra p h i c De s i g n Th e s i s Pe i hua ( Zo e ) Le e
Th re a t s t o Pe r so na l P r i va c y i n t he D ig i t a l E ra
4
LITTLE DO WE KNOW
01. THE ISSUE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
5
6
LITTLE DO WE KNOW
PREFACE
DATE: Fall 2015 COURSE: MFA Graduate Thesis PROJECT TITLE: Little Do We Know BRIEF: A thesis project is a final project in the graduate degree program. It is able to showcase a full stack of abilities to work with a complex project through a proposal, concept development, delivery strategy, user experience planning, conceptual solution, successful visual elements and messages.
01. THE ISSUE
PREFACE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
7
CONTENTS
01.
04.
THE ISSUE WHY THIS TOPIC PROBLEMS
12
13
DELIVERABLE DEVELOPMENT EXHIBITION: CRITICAL EYE WEBSITE
02.
USER TEST
RESEARCH & CONCEPT DEVELOPMENT RESEARCH SURVEY
05.
17 26
GROUP DISCUSSION KEY FINDING
30
38
03.
EXHIBITION: CRITICAL EYE 134
CERTIFICATE SYSTEM
MATERIAL MATRIX
42
TARGET AUDIENCE
44
NAMING & LOGO DEVELOPMENT 52
40
MARKETING CAMPAIGN USER RESPONSES
BRAND IDENTITY VISUAL SYSTEM
96
DELIVERABLES WEBSITE
INSIGHTS, STRATEGIES AND DELIVERABLES
48
70
88
168
144 146
102
8
LITTLE DO WE KNOW
01. THE ISSUE
Little Do We Know is a project that aims to communicate the need to establish proper boundaries between tracking technology and personal privacy by informing the public of the current commercial practices and developing a program for social action and reform.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
9
01
THE ISSUE WHY THIS TOPIC PROBLEMS
12
LITTLE DO WE KNOW
01. THE ISSUE
It all started from this quote:
PEOPLE HAVE A FUNDAMENTAL RIGHT TO PRIVACY. BUT REGULATION IS LAGGING BEHIND TECHNOLOGY—WHICH IS NOT DESIRABLE. —Senator Al Franken
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
13
14
LITTLE DO WE KNOW
01. THE ISSUE
BACKGROUND
WHY THIS TOPIC
BACKGROUND
We have become more aware about the government’s security surveillance yet we are often unaware of the many ways our personal information is being unwillingly shared online.
Twenty-five years ago, scientists
We have become more aware about
at CERN created the World Wide
the government’s security surveillance
Web. Since then, the Internet has
yet we are often unaware of the many
transformed the way we communicate,
ways our personal information is being
the way we do business, and even the
unwillingly shared online.
way we live. In many ways, the ideas that gave birth to Google, Facebook, Twitter, and so many others, have now really transformed our lives, and this has brought us many real benefits such as a more connected society. However, there are also some downsides to this. Today, the average person has an astounding amount of personal information online, and we add to this online information every single time we post on Facebook, each time we search on Google, and each time we send an email.
Through research, I have concluded that I am not the only one who notices that there is a gray zone between the value of personal privacy and its commercial utilizations. Therefore, the goal of my MFA thesis project is to communicate the need to establish proper boundaries between commercial surveillance technology and personal privacy, and to boost the awareness of personal privacy in the digital era.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
15
PROBLEMS
Tracking technology is more and more advance (i.e.: video surveillance, online tracking, facial recognition system, etc..), but not everyone are fully aware of the its advancement —which has an affect on their personal privacy.
1. The filter bubble The web tends to show us what we want to see but not what we need to see. Internet activist, Eli Pariser, call this the filter bubble. A filter bubble is a result of a personalized search in which a website algorithm selectively guesses what information a user would like to see based on information about the user (such as location, past click behavior and search history) and, as a result, users become separated from information that disagrees with their viewpoints, effectively isolating them in their own cultural or ideological bubbles. Prime examples are Google Personalized Search results and Facebook’s personalized news stream.
2. Inaccurate user profiling Analyzing inaccurate and incomplete individual data.
3. Abusing our personal data Without proper regulation, companies can use personal data to do whatever they want.
02
RESEARCH & CONCEPT DEVELOPMENTS RESEARCH SURVEY GROUP EVENT KEY FINDINGS INSIGHTS, STRATEGIES AND DELIVERABLES MATERIAL MATRIX TARGET AUDIENCE
18
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
RESEARCH “Our reality is more subtle and the techniques more sophisticated than George Orwell’s 1984 anticipated. And the strings are pulled by corporations rather than governments, we are ruled by an oppressive market, not an oppressive state.” —When corporations rule the world, David C. Korten
My thesis requires a lot of research in order to prove that the problems I list is not just an assumption. I dived deep into articles, videos and paper, looking for thoughts and quotes to present how people thought about my topic.
Reasearch Methods
Secondary research Surveys In-person interviews
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
19
FACT 1
In the United States, People rely on the internet quite heavily, especially those between the ages of 18-29.
97% of young adults ages (18-29) n ow use the internet in America. —Pew Research Center, The Web at 25 in the U.S., Feb 2014
LITTLE DO WE KNOW
20
02. RESEARCH & CONCEPT DEVELOPMENT
FACT 2
2014, DIGITAL ADS SPENDING
The business model of the internet today really isn’t compatible with personal privacy.
$137 BILLIONS In 2014, 137 billion dollars were
what we like, what we don’t like,
spent on digial advertising. To
and anything else they can get their
optimize the performance of online
hands on. In other words, the best
ads, companies have to know
way to get this information is to use
everything about us. They need to
tracking technology - which invade
know where we live, how old we are,
our right to personal privacy.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
21
AD REVENUE VS. TOTAL REVENUE (in Billions, 2013)
AD REVENUE
79%
$4.7B TOTAL REVENUE
AD REVENUE
89%
$7.9B TOTAL REVENUE
AD REVENUE
91%
$55.5B TOTAL REVENUE
LITTLE DO WE KNOW
22
02. RESEARCH & CONCEPT DEVELOPMENT
FACTS
We are living in a digitally connected
their personal privacy. The truth is,
world. Due to the development of
there is an entire industry devoted
advanced computer and internet
to c ollecting, analyzing and selling
systems, all of our behaviors and
information regarding our online
pivate infomation are getting recorded,
behaviors. The data broker industry
stored and analyzed.
generates at least $156 billion revenue
FACT 3
The data broker industry generates at least $156 billion revenue annually. —The Direct Marketing Assn.
However, most people don’t understand the affects of tracking technology on
annually. —The Direct Marketing Assn.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
23
FACT 4
Over 4,000 data broker companies worldwide. Online data tracking, collecting and analyzing is a big industry. Acxiom, one of the largest data broker, has: 23,000 servers collecting & analyzing consumer data
Data for 500 million consumers worldwide
1,500 data points per person
24
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
FACTS
FACT 5
Tracking technology is connecting the digital and physical world.
“Deepface”, Facebook’s facial
is combined with the enormous
verification technology can
database of facial images, it is
recognize a human face with up
then possible to use this data to
to 97% accuracy. An accuracy
analyze a face captured on any
comparable to that of a human
street camera to obtain information
being. When this technology
related to that individual.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
25
FACT 6
Smartphone owners are generally more active in managing their mobile data, but also experience greater exposure to privacy intrusions. —Pew Research Center, Privacy and Data Management on Mobile Devices, April 2012
60% accessed
52% sent or
the internet
received email
60%
21%
52%
50%
21% participated
50% downloaded
in a video call
applications
LITTLE DO WE KNOW
26
02. RESEARCH & CONCEPT DEVELOPMENT
FACT 5
People don’t make efforts to protect their privacy
60%
60% of U.S. adults don’t make any effort to protect their privacy Ponemon’s research shows that most U.S. adults—60 percent—claim they care about privacy but will barely lift a finger in an effort to preserve it. They don’t alter Facebook privacy settings, they don’t complain when supermarkets demand their phone numbers and they certainly don’t insist on encrypted e-mail. —Bob Sullivan, Technology correspondent, NBCnews.com
FACTS
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
27
FACT 6
People do have concerns about the usage of their personal information
54%
54% of app users have decided to not install a cell phone app when they discovered how much personal information they would need to share in order t o use it. —Pew Research Center, Privacy and Data Management on Mobile Devices, April 2012
28
02. RESEARCH & CONCEPT DEVELOPMENT
LITTLE DO WE KNOW
SURVEY RESULTS I surveyed 83 people - men and women between the ages of 16 and 40. This helped me determine the demographic target for my project and provided general thoughts about my topic. I was excited as the results came in and ready to get into the design stage of my thesis.
Age range
36 - 40
15%
16 - 20
10%
31 - 35
21%
21 - 25
11%
26 - 30
43%
SURVEY RESULTS
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
29
1. How important is personal privacy to you? 71%
Exermely important
19%
Somewhat important
10%
Somewhat not important
0%
Not at all important
2. How would you like to learn how to protect your personal data?
53%
Online resources
31%
I don’t have the interest
16%
Word of mouth
3%
Printing materials
30
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
3.What would you like to learn about data tracking and online privacy? 14%
Why it happen?
11%
Where the data go?
31%
I don’t know what you mean.
9%
How it happen?
35%
How to protect ourselves?
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
31
4. Do you think the convinence of using online services like online shopping, online bank and free e-mail is more important than personal privacy?
33%
Yes!
41%
Hard to say.
26%
No.
5. Do you believe your personal data is being shared without your permission? 21%
I don’t know.
26%
No, I always
have control over it
53%
Yes
32
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
GROUP DISCUSSION Start the conversation For the group discussion, I started with designing invitation, planning the discussion flow and listing out questions to guide the conversation. I was surprised that people are generally either curious or passionate about the topic I chose. The conversation sparked lots of insights that could help me make better design decision.
GROUP DISCUSSION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
33
34
Invitation Card
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
GROUP DISCUSSION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
Discussion schedule
35
LITTLE DO WE KNOW
36
02. RESEARCH & CONCEPT DEVELOPMENT
QUOTES FROM GROUP DISCUSSION The people I spoke to had a wide range of ages, life styles and occupations. Everyone had a unique view. When I asked them what are their feeling or opinions about online tracking, here are their responses:
There is a lack of transparency, If government tells us why they are taking information from us and what they are using for, we might find it (scan and surveillance on individual) is easier to accept. Also if they have a limit on how they are going to use it, it wouldn’t be that bad.”
It’s important for security reason, but overdoing it feels like intervention on our personal life.” There should be deeper social implications, more purchasing suggestions are given us by big companies’ analysts, it actually decreases our options or cut off intimacy between seller and customer.”
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
37
I don’t think it is a surveillance when companies are collecting user data, because we provide it to them by ourselves to get services.”
The government and security guard even accuse people who are opposed to airport body scan, “why do you want to fight against us, are you hiding something?”
Collecting information is a kind of surveillance, and it is going to happen anyway and even more than now.” I keep changing and updating my Facebook privacy setting, because I don’t want people get my personal information easily.”
38
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
39
40
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
KEY FINDINGS 1. Data privacy matters to consumers, but privacy information is presented in an inscrutable manner.
2. People don’t have clear understanding of the consequence of relinquishing personal information.
3. The scope of information that private companies can collect from us has increased enormously, due to advanced technologies and loose regulations.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
5. People are only passively avoiding online tracking and data leakage problem. “These tracking devices and systems freak me out...it’s so creepy that other company can know so well about me.”
4. Platforms that motivate people to care about online tracking and invisible data sharing are not engaging and generic.
“I don’t think I can really do anything about protcting my personal data online, it seems too complex for me.”— Jon
41
42
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
INSIGHTS, STRATEGIES AND DELIVERABLES What I’m going to design After gathering insights and gaining valuable views into my topic. I address how I’m going to solve the problem by creating a strategy chart and pairing them with feasible design solutions.
Topic To help people become more aware of the advancement of online tracking technology and the impact it has on their personal privacy
Outcome To establish more proper boundaries between commercial tracking technology and personal privacy
Audience Individuals between 20-35 years old who have access to the internet
INSIGHTS, STRATEGIES AND DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
INSIGHT 1
43
INSIGHT 2
INSIGHT 3
Data privacy matters to consumers,
People don’t have clear under-
Not everyone is actively paying
but privacy information is
standing of the consequence of
attentation with the unwilling
presented in an inscrutable manner
relinquishing personal information
personal data leakage
STRATEGY 1
STRATEGY 2
STRATEGY 3
Create a friendly and accessible
Help people understand the
Provide a simple way to avoid
information which is related
consequence of relinquishing
undesirable online tracking
to online tracking, mass data
personal information with a physical
collection and online privacy
experience
issue
DELIVERABLE 1
DELIVERABLE 2
DELIVERABLE 3
A website:
An exhibition:
A certificate system:
Gathering information and
present information in an
to identify that there’s no tracking
presenting information in an
in person environment
interactive and engaging way
44
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
MATERIAL MATRIX “Sometimes, you have to demo a threat to spark a solution.” —Barnaby Jack, hacker, programmer and computer security expert
Multiple materials can provide a good system to deliver the idea of LITTLE DO WE KNOW program to the public. The deliverables help to increase the awareness of the problems of online tracking. When the public is more aware of the privacy issue of online tracking and the tools available to help reduce their tracking risks, they will have more control over the matter. Little Do We Know ecosystem helps people become more aware of online tracking technology and the tools available to help reduce their tracking risks.
MATERIAL MATRIX
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
45
HYPOTHETICAL ORGANIZATION
ORGANIZATION WEBSITE
PROJECT VIDEO
Little Do We Know Organization
Use a website and an application
The propose of the video is to
aim to establish proper boundaries
t o create a communication
educate the public with online
between tracking technology and
platform to interact with target
tracking behavior by revealing
personal privacy by informing the
audience and provide updates of
how deep our lives are invaded
public of the current commercial
current surveillance technology
by tracking technology and
practices and developing a program
and news feed.
notifying what are the negative
for social action and reform.
consequences.
>Stationary System *The video is displayed on organization website.
HYPOTHETICAL EXHIBITION
INFOGRAPHICS
CERTIFICATE SYSTEM
Increase the awareness of personal
Through infographics I visualize
A badge (visual representation)
privacy and inform people on the
a series of data-collecting related
that communicates that
advancement of tracking technology.
statistics and facts that function
a wesbite and/or physical
as explanatory materials, help
environment is a track-free
audience understand the tendency
zone.
>Exhibition environment (present with a scale model)
of surveillance technology.
>Environmental graphic >Interactive attraction
*The infographics would be
>A poster
partially displayed on organization
>A brochures
website and fully presented in
>T-shirt
the exhibition.
>Outdoor and big format ads >Online ads >Print ads
46
LITTLE DO WE KNOW
02. RESEARCH & CONCEPT DEVELOPMENT
TARGET AUDIENCE
TARGET AUDIENCE
“ I use the internet to connect with my friends and do research for college work.”
Individuals that are 20-35 years old and live in urban hi-tech environments. According to Pew Research Center 97% of young adults ages (18-29) now use the internet. Also, people who live in urban areas tend to have more online behaviors. It’s important to target these people to increase their awarness and understanding of online tracking in the digital world.
Bill College Student 23 year old - Uses social media often. - Very mobile, always on the go. - Spend most of his time online. - Has multiple devices (ie: smart phone, a tablet, PC, etc…)
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
“I heard about data encryption but what does that mean?”
47
“Having a family makes me really think about what life style I want in the future.”
Gina
Max
28 year old
33 year old
Young Professional
Newly Comer
- Work hard, play hard.
- Mid-career level.
- Easily adapts to new technology.
- Use different devices for working.
- Look for products with discount online frequently.
tool and online shopping . - Learn investment tips online.
- Has multiple devices for work and personal life.
- Has business trips often.
- Make purchase decision based on online reviews.
- Has a plan to buy a house. - Read tech and finance magazines often.
03
BRAND IDENTITY NAMING & LOGO DEVELOPMENT VISUAL SYSTEM
50
LITTLE DO WE KNOW
03. BRAND IDENTITY
NAMING & LOGO DEVELOPMENT The name need to convey the concept of the project in an abstract and emotional way. The advancement of tracking technology is a subject easily overlooked by most people. After many brainstorms and discussions with Dave Gottwald, we finally came up with the name “LITTLE DO WE KNOW”. Also, in order to differentiate the organization from the main deliverable— an exhibition, I name the exhibition “CRITICAL EYE”. Tag line Threats to Personal Privacy in the D igital Era Keywords Informative Accessible Transparent
NAMING & LOGO
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
51
52
LITTLE DO WE KNOW
03. BRAND IDENTITY
NAMING & LOGO
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
53
54
LITTLE DO WE KNOW
03. BRAND IDENTITY
VISUAL SYSTEM The goal of the logo and visual style is to draw people in at their first glance and convey appropriate message. The two logos, “LITTLE DO WE KNOW” and “CRITICAL EYE” have a same visual style
VISUAL SYSTEM
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
55
56
LITTLE DO WE KNOW
03. BRAND IDENTITY
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
57
LITTLE DO WE KNOW
58
03. BRAND IDENTITY
VISUAL SYSTEM
2x
2x
2x
2x
2x
2x
2x
x
2x
The concept
Logo application
Clear space
Using broken text and circuit
The Little Do We know logo should be
Clear space is the minimum “breathing
board graphic element to represent
presented in a standard and uniform
room” maintained around the logo. It
that our control and knowledge
fashion in order to be immediately
should be kept free of graphics, text
about technology is not as complete
recognizable as the symbol of Little
and other logos. It also defines the
as we think.
Do We know. Consistent presentation
minimum distance from the logo to the
not only maintains the Little Do We
edge of a print piece. The amount of
know logo as distinctive, but also
space of X is determined by the width of
makes the designer’s task easier. The
the type stroke in the logo.
guidelines below should be followed to ensure the Little Do We know logo is presented correctly.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
59
LITTLE DO WE KNOW
60
03. BRAND IDENTITY
VISUAL SYSTEM
2x
2x
2x
2x
2x
2x
2x
x
2x
The concept
Logo application
Clear space
The message I want to convey to my
The Critical Eye logo should be
Clear space is the minimum “breathing
target audience through the exhibition is
presented in a standard and uniform
room” maintained around the logo. It
about getting understood about how our
fashion in order to be immediately
should be kept free of graphics, text
lives have been invaded by surveillance
recognizable as the symbol of Little
and other logos. It also defines the
technologies. Therefore, I use a circle
Do We know. Consistent presentation
minimum distance from the logo to the
to symbolizes magnifier and circuit
not only maintains the Little Do We
edge of a print piece.
board graphic to represents advanced
know logo as distinctive, but also
technologies.
makes the designer’s task easier. The guidelines below should be followed to ensure the Critical Eye logo is presented correctly.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
1.
2.
1. Logo for usage on web and marketing collateral 2. Exhibition logo for display purposes only
61
62
LITTLE DO WE KNOW
Logo do’s and don’ts
03. BRAND IDENTITY
VISUAL SYSTEM
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
63
Sizing & styles
1.5 in.
To maintain legibility, the logo should never be reproduced smaller than three inches in width.
3 in.
Horizontal version To maintain legibility, the logo should never be reproduced smaller than three inches in width.
64
LITTLE DO WE KNOW
03. BRAND IDENTITY
VISUAL SYSTEM
Co-branding logo lock-up guide
x There will be times when you may want to place the Little Do We Know logo next to your logo—a logo
PARTNER LOGO
lock-up. In such instances, always separate the logos with a dividing line (black / 0.25 pt) . When creating a lock-up using the x
x
standard logo, space each logo so that they are one X-height apart, where “X” is equal to the text width of the letter “O”. When sizing the logos, make sure that they all have equal prominence. Because partner logos may vary in shape, the logos should appear
x
optically equal even if they are not
x
the exact same size.
PARTNER LOGO
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
65
Color
C: 25
R: 200
C: 100
R: 45
M: 30
G: 175
M: 100
G: 35
Y: 65
B: 155
Y: 15
B: 130
K: 0
K: 5
HEX: C6AD72
HEX: 2D2182
C: 0
R: 255
C: 0
R: 0
M: 0
G: 255
M: 0
G: 0
Y: 0
B: 255
Y: 0
B: 0
K: 0
K: 100
HEX: FFFFFF
HEX: 000000
66
LITTLE DO WE KNOW
Photography style Graphic elements
The images above are based on key pillars of the LITTLE DO WE KNOW brand, personality and style. The photographic style includes images that are modified with a digital screen filter. I want to express the intrusive nature of online tracking technology. Photo intensity should be high and gradient should be diagonal.
03. BRAND IDENTITY
VISUAL SYSTEM
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
67
Typography
Display (quote & intro paragraph) AKZIDENZ-GROTESK CONDENSED MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Web Display (quote & intro paragraph) Roboto Mono Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Body text
Body text
ITC OFFICINA SANS
Roboto
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Caption ITC OFFICINA SERIF BOOK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
04
DELIVERABLE DEVELOPMENTS EXHIBITION: CRITICAL EYE WEBSITE MARKETING CAMPAIGN
70
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
71
72
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT Imagining a physical experience by developing a hypothetical exhibition CRITICAL EYE is held by Little Do We Know organization. It reveals a series of attraction and facts that show how our private territory have been invaded by tracking technologies in the digital world. The range of the research from informative and statistical analysis to introspective art works, presents an in-depth perspective of what results the digital era is going to bring us, or, have brought us. The Critical Eye exhibition, was decided to be the most proper tool for this demographic due to the facts that people can obtain a deeper impression by encountering an incident in the physical world. Also, a website can effectively reinforce the knowledge they derive from the exhibition and encourage they to have extended learning and know what can they do for protecting their privacy.
The space I use the existing space of 79 New Montgomery Gallery to layout Critical Eye Exhibition. Therefore I could have a clear understanding on designing a tangible physical space from each measurement to circulation route.
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
73
74
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
75
76
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
77
Visitor Jounery Emotions determine memory. When we recount a memory, we’re sharing the experience of the story we created, not the actual experience.
Entrance
First section
Second section
Third section
MARKET RESEARCH
POTENTIAL DANGER
ARTISTS’ CREA TION
Curious
Superised
Emotion level
Nervous
Paranoid
Introspected
Conslusion wall
Engaged
78
LITTLE DO WE KNOW
Measurement of 79 New Montgomery Gallery After I developed the basic floor plan and circulation route, I made a sketch model for the concept so I could show my project to people. Also, I could conduct conversations and get feedback easier and more efficiently.
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
79
80
LITTLE DO WE KNOW
Sketch Model: a tool for communicating the exhibition concept After I developed the basic floor plan and circulation route, I made a sketch model for the concept so I could show my project to people. Also, I could conduct conversations and get feedback easier and more efficiently.
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
Model scale: 1/8” = 1 foot
81
82
LITTLE DO WE KNOW
Field Research In order to get a deeper understanding of how to design an exhibition, I ask the experts! I thank Dave Gottwald for providing me the opportunity to present and discuss my thesis project to him and the staff at the Oakland Museum.
04. DELIVERABLE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
83
84
LITTLE DO WE KNOW
3D rendering The 3D rendering process helped me visualize and design the exhibition.
Software: Autodesk Revit
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
85
86
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
87
-
---
Scale
Checked By
Drawn By
Owner
EXHIBITION DEVELOPMENT
A101 3
Proje I
Unnamed
Project Nam
Project Number Date
04. DELIVERABLE DEVELOPMENT
---
---
Description
LITTLE DO WE KNOW
No.
Consultant Address Address Address Phone
Consultant Address Address Address Phone
Consultant Address Address Address Phone
Consultant Address Address Address Phone
Consultant Address Address Address Phone
www.autodesk.com/revit
88
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
Environmental graphic I used the circuit board graphic as a route indicator to help guide visitors throughout the exhibition.
89
90
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
WEBSITE DEVELOPMENT Layout the information structure of the website. The challenge I faced with designing this website is differentiating each piece of information that Little Do We Know organization like to provide. I use long page styles to include all information on the home page, so users can receive the most content without too much clicking. Design for this website took multiple week experiments, I wanted to explore different layouts and user flow to ensure the result is the most desirable. While I was developing the website, I was also learning how to code aside. Therefore, I applied the skill into the production process. It was not only a challenge but also a solid practice for me.
EXHIBITION DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
LANDING PAGE
HOME PAGE
SLIDES SHOW
ABOUT
QUOTES
I SSUES PROJECT VIDEO NEWS
91
ABOUT
ISSUES
WHY WHO WHAT
STATISTICS FACTS
EXHIBITION CONTACT SOCIAL LINK
EXHIBITION: CRITICAL EYE
RESOURCES
ABOUT CRITICAL EYE GALLERY
DESCRIPTION AND LINKS OF ANTI-TRACKING TOOLS
NEWS UPDATES
NEWS
92
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
93
94
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
WEBSITE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
95
96
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
WEBSITE DEVELOPMENT
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
97
98
04. DELIVERABLE DEVELOPMENT
LITTLE DO WE KNOW
USER TEST Getting insights by talking to people It was important to see how my target audience feels and react to the design pieces I developed in the middle of the process. User tests pointed out the blind spots I overlooked and allowed me to revise the design. Because I do not have sufficient experience with exhibition design so I talked frequently with people who is working in exhibition design and architecture field in order to get more understanding of developing and improving the Critical Eye exhibition.
Interviewees who have expertise:
Fadi - Concept Designer
Jay - Environmental Designer
USER TEST
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
99
100
LITTLE DO WE KNOW
04. DELIVERABLE DEVELOPMENT
USER TEST REPORT
USER TEST REPORT TEST PROCEDURE
QUESTIONS FOR GENERAL USERS
Brief introduction of the project -> Presentation
1. Simple profile (Age, gender, occupation)
of the exhibition content -> Discussion
2. When you go to exhibition or galley, would you read the text on tutorial wall, tag, or any other text
T E S T I N G M AT E R I A L S B R A N D V I S U A L G U I D E L I N E , W E B S I T E F L AT PA G E S AND EXHIBITION (Sketch model, environmental graphic, display graphics, elevations, sketch of e l e v a t i o n d e s i g n a n d i n q u i r y. )
description? 3. What is your browsing pattern when you got to exhibition or gallery? _Find out what each section about and go to the section directly. _Browse every section quickly, but linger at the object you feel interested. _Browse each item carefully _Compare with the exhibition, you care more like to interact with others.
METHODOLOGY FOCUS GROUPS: groups of 7 participants are lead through a discussion about a set of topics, giving verbal and written feedback through discussion and exercises.
4. What would be the motivation which makes you want to go an exhibition? (Topic, location, connections with organizations or people) 5. What information you’re expecting to see in an exhibition is related to online privacy and commercial
INTERVIEWS: a researcher meets with participants oneon-one to discuss in depth what the participant thinks
surveillance? 6. Does the visual styles tells the story?
about the topic in question. QUESTIONS FOR PEOPLE WHO HAVE EXPERTISE I held one Focus Group Discussion and two Interviews with the people who have expertise of space design.
1. Dose the circulation route work for the overall displaying subject? 2. How can I make visitors receive information in the order with my story line? 3. Dose the environment setting helps navigate visitors? 4. What features should I add or remove to create integrated exhibition experience? 5. What should I do with lighting?
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
“Even the information is the same, if they are presented in interesting ways, people are usually will to take a look again.”
“I’d like to see more fun interactive experience, cause the topic itself is serious enough.”
101
“The size of each section should relate to the importance of subjects.” “It might be good idea to put environmental graphic as the primary element, in order to present the project in graphic design manner.” “People won’t follow the it is a story line base exhibition, tell the story with different manners
“The object you need people pay attention, create a expressing path like: Teaser -> interaction/ atmosphere-> more complex or deeper info”
• Too much information on tutorial wall, the three columns description can be separated into the wall aside, not necessary to be put together.
• Only make people think about technology not necessary to be surveillance. • The red is too luxurious, especially combines with gold.
• Create social media platform to interact with the audience beside news page. • Add animation transition of web components to engage the viewers.
(eg. image, audio, feeling and interactive components)”
05
DELIVERABLES EXHIBITION: CRITICAL EYE WEBSITE CERTIFICATE SYSTEM USER RESPONSES
104
LITTLE DO WE KNOW
EXHIBITION: CRITICAL EYE
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
105
106
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
107
108
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
109
110
LITTLE DO WE KNOW
Model scale: 1/4” = 1 foot
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
111
112
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
113
114
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
115
116
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
9’
6’
117
118
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
119
120
LITTLE DO WE KNOW
Ag e
33 [+/-5 ]
Gender
Male
Angr y
05. DELIVERABLES
We found you on facebook! Is this you ?
Scott
Happ y Sa d
Alan
Surprise d Gigi
Be n
Dave
Vaness a
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
121
Ag e
33 [+/-5 ]
Gender
Male
Angr y
We found you on facebook! Is this you ?
Scott
Happ y Sa d
Alan
Surprise d Gigi
Be n
Dave
Vaness a
122
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
123
124
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE ELEVATION_C
125
126
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
127
128
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
129
130
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
131
132
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
133
134
LITTLE DO WE KNOW
05. DELIVERABLES
EXHIBITION
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
135
136
LITTLE DO WE KNOW
05. DELIVERABLES
WEBSITE littledoweknow.org is design to act as a resource for people to gain information about the advancement of tracking technology and online privacy in a more interactive way. It’s also a platform for people to start the conversation with Little Do We Know organization, if they would like to learn more about how online privacy is important for individual and what can they can do to protect themselves. The event page of the site provides the Critical Eye exhibition info for users who want to visit the exhibition.
WEBSITE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
Landing page
137
138
Home page
LITTLE DO WE KNOW
05. DELIVERABLES
WEBSITE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
139
140
LITTLE DO WE KNOW
05. DELIVERABLES
WEBSITE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
141
142
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
143
144
LITTLE DO WE KNOW
05. DELIVERABLES
WEBSITE
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
145
146
LITTLE DO WE KNOW
05. DELIVERABLES
CERTIFICATE SYSTEM A badge that communicates that a wesbite environment is a track-free zone.
CERTIFICATE SYSTEM
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
A pop-up window shows the certificated information and provides a link to Little Do We Know website for more info.
147
148
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN A poster, advertisements and collaterals that announces the upcoming event: Critical Eye exhibition. For the online advertisements, considering that Critical Eye is a local event, it is proper to display the ads on local event website, such as SF Gate and FUNCHEAP SF.
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
149
150
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
151
152
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
153
154
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
155
156
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
157
158
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
159
160
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
161
162
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
163
164
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
165
166
SOCIAL MEDIA
LITTLE DO WE KNOW
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
167
168
LITTLE DO WE KNOW
TUMBLR BLOG I posted updates on Little Do We Know blog for my users and myself to track my development. I also used it to store my research online, the matters like videos and articles. little-do-weknow.tumblr.com
05. DELIVERABLES
MARKETING CAMPAIGN
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
169
170
LITTLE DO WE KNOW
05. DELIVERABLES
USER RESPONSES
USER RESPONSES “Wow! Awesome website! What else can I do to protect my online privacy?” —Howard Other thoughts from Howard: - Website is good but it doesn’t display as nicely on mobile. - I would like to learn more about credit card system hacking. - The exhitbition should have even more interactive displays.
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
171
172
LITTLE DO WE KNOW
05. DELIVERABLES
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
“I wish the exhibition was real, so I could actually experience the atmosphere of the space.” —Tavi
“Online tracking is a serious issue! Everyone should understand how online tracking works and how it affects their personal privacy.” — Mike
“I know Little Do We Know is a fictious organization but is there a real one that does the same thing?” — Vargas
173
174
LITTLE DO WE KNOW
05. DELIVERABLES
THANK YOU
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
THANK YOU I am truly grateful for everyone I’ve talked to and met during my thesis making process. It was a difficult process but an awarding one. A special thanks to my family for all their support through out the years. Without their support, I couldn’t have made it this far. To all my instructors, thank you for your guidance, encouragements, knowledge and teachings. A special thanks to Phil Hamlett, Dave Gottwald and Anthony Jagoda. And finally to my classmates who are now all my friends. Thank you for the shared experience. This journey wouldn’t have been the same without you. I will cherish the many memories we shared together. Thank you!!
175
176
LITTLE DO WE KNOW
A Graduate Graphic Design Thesis Written and Design by Peihua Lee hello@leepeihua.com
Academy of Art University: Graduate School of Graphic Design 79 New Montgomery Street San Francisco, CA, USA Thesis Advisor: Phil Hamlett, Dave Gottwald and Anthony Jagoda Bookbindery: Blurb Paper Stock: Proline Uncoated 100# Typeface: Akzidenz-Grotesk, ITC officina For more about the Little Do We Know project: littledoweknow.org To view Peihua Lee’s Portfolio: leepeihua.com Contact: hello@leepeihua.com ALL RIGHTS RESERVED. Copyright©2015 Peihua Lee No portion of this book may be used or reproduced in any manner prior written concent of Peihua Lee.
01. THE ISSUE
COLOPHON
MFA GRAPHIC DESIGN THESIS BY PEIHUA (ZOE) LEE
177
178
LITTLE DO WE KNOW
01. THE ISSUE