[Student Project] GR620 Visual Thinking Process Book

GR620 Visual Thinking Process Book Wei Huang / 04499125

STOP EATING YOUR OWN CLOTHES!

STOP EATING YOUR OWN CLOTHES! GR620 Visual Thinking Process Book

Instructor / Sandra Isla Fall 2017 Wei Huang / 04499125

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Synthetic microfibers in our everyday clothing are ending up in our rivers, fields and sea... and in our food.

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Contents

01

Topic Development

6

02

Brand Research

10

Topic Selection

26

Background

12

Brainstorming

26

SWOTs

21

Final Topic

27

Personas

30

Stakeholders

31

Tone and Visual

32

Competitors

34

Keywords

34

Messages and Drivers

35

Moodboard

03

Brand Development

04

Deliverables

40

Naming

54

Initial Posters

43

Initial Visual Identity

58

Final Posters

49

Final Visual Identity

68

Online Shopping App

88

Trade Show

108

Exhibition

7

01

Topic Development Topic Selection Brainstorming Final Topic

Topic Selection

Study Weariness FACT

Every year, over 1.2 million students drop out of high school in the United States alone.

PROBLEM

American High School students are bored in school 70% of the time, and stressed 80% of the time.

WHAT YOU WANT TO ACHIEVE

I will investigate how to raise their passion and interest in studying and how to make then relax from big environment to small personal stuff.

Overweight FACT

50% of adults in San Francisco are overweight or obese.

PROBLEM

High pressure, unhealthy lifestyle and overeating could cause people fat.

WHAT YOU WANT TO ACHIEVE

I will investigate how to relax their mind, keep healthy lifestyle and reduce their appetite.

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VISUAL THINKING // PROCESS BOOK

Plastic Pollution FACT

A half-billion straws are used each day in the U.S. and many of them end up in the waterways. They are not biodegradable.

PROBLEM

People are too lazy to lift the bottle up and drink it.

WHAT YOU WANT TO ACHIEVE

I will investigate how to reuse waste plastic straws in another ways of life.

Drinking Water FACT

43% of adults drink less than four cups of water a day. (four 8-ounce cups is standard) PROBLEM

People are seduced by the commercial and the taste of coffee, tea and alcohol.

WHAT YOU WANT TO ACHIEVE

I will investigate how to raise people’s interest in drinking enough water.

High Heels FACT

The Washington Post contribute to the $3.5 billion spent annually in the U.S. for women’s foot surgeries.

PROBLEM

Women believe they can take a lot of advantages from wearing high heels: more attractive, more persuasive, more male attention, etc.

WHAT YOU WANT TO ACHIEVE

I will investigate how to make women feel fine in another ways.

Chewing Gum FACT

Almost all students in Ashland High School like to chew gum during class.

PROBLEM

Chewing gum linked to headaches in teens.

WHAT YOU WANT TO ACHIEVE

I will investigate the real reason they like chewing gums and how to reduce their desire of them.

T O P I C DE V E L O P M E NT

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Brainstorming

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VISUAL THINKING // PROCESS BOOK

T O P I C DE V E L O P M E NT

13

Brainstorming Wall

Brainstorming wall helps us to explore different ideas around the one big topic. The goal of this exercise was to unlock ideas beyond following a rote process. I took four detail shots of the most interesting areas.

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VISUAL THINKING // PROCESS BOOK

T O P I C DE V E L O P M E NT

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Lazy

Milk Tea Store

Nonbiodegradable

Marine Life

No Awareness

Unrecyclable

FOR T Unnecessary

Ocean Pollution

Plastic Straws

Starbucks

Waterways

Throw Away

Beach

Single Use

Duty Free

PLASTIC

FREE

16

Volunteers

Burned

Environmentally Friendly

No More Free

Landfill

Reshape The Cups

Responsibility

Revolution

Made Out Of Paper

Keep Life Simple

Say No

Non-Profit Organization

Plastic food

Motivation

Withhold Until Ask For

VISUAL THINKING // PROCESS BOOK

FOR TOM

Reusable

Variation

Less Than 5% Can Be Recycle

Money

Cleaner

Movie Theatre

Beverage

Commercial

Environmental Burden

Metal

Manufacture

For Medical Needs

Bamboo

Private Use

Only Few People Buy

ODAY

POLLUTION

ORROW

PAID

Eatable

Clean Water

Make People Thinking

Selfish

Awareness

Plastic Arts

Earth

No One Use

Products Made Of Wasted Plastics

Tax

Overuse

Health Issue

Policy

Museum

Careless Attitude

T O P I C DE V E L O P M E NT

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Four Ideas from One topic

IDEA 1

Plastic Free Life QUESTION

How can I raise people’s awareness and refusing the plastics from their daily life?

SUMMARY

People take using plastic stuffs for granted, and never thought about the environmental thing. I hope to raise people’s awareness on everyone is responsible for our environment.

IDEA 2

Better Choice For Drinking QUESTION

Straw Free Restaurant QUESTION

How can I persuade the restauranteurs to not offer the plastic straws to the patrons or consumers, and how can I support them to achieve the goal?

SUMMARY

A lot of waiters in the restaurant habitually serve patrons a straw with drinks, sometimes even a cup of water. I want restauranteurs to realize that by stop serving plastic straws, many plastic pollution can be reduced.

IDEA 4

Reuse The Wasted Plastics QUESTION

In some cases, straw is necessary for

Since there are already existed large

certain type of drinks, like boba tea, etc. How can people live an straw less life settings and better their drinking experience?

amount of plastics pollution, how can I convert them into useful form for people’s daily life?

SUMMARY

Nowadays, people like to drink milk tea with boba than ever before, I want to promote an idea of changing people’s drinking style.

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IDEA 3

VISUAL THINKING // PROCESS BOOK

SUMMARY

Plastics pollution is a big issue since people use them a lot than ever before, and they are not recyclable and biodegrade. I hope to explore different ways to reuse those discarded plastics.

PLASTICS

MICROPLASTICS

MICROFIBERS

T O P I C DE V E L O P M E NT

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What is a microfiber? Think about all of your clothing made of synthetic fabrics, such as acrylic, nylon, and polyester. This includes fleece, shorts, pants, shirts, skirts, dresses, socks, and even your favorite yoga sets.

However, a majority of people do not know that every time they wash their synthetic clothing, these items release thousands of microfibers into our environment. These particles are then widely spread throughout the country, from national parks to agricultural lands, to the ocean and the fish we eat, from which we absorb toxins.

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VISUAL THINKING // PROCESS BOOK

Final Topic

How to get microfibers out of waterways METHOD 01

To get people to buy more non-synthetic clothing online and onsite.

METHOD 02

To educate them how to treat their clothing properly before they wash clothes.

T O P I C DE V E L O P M E NT

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VISUAL THINKING // PROCESS BOOK

There are an estimated 1.4 million trillion microfibers already corrupting our shared waters and the creatures that inhabit them.

T O P I C DE V E L O P M E NT

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02

Brand Research Background SWOTs Personas Stakeholders Tone Visual Competitors Keywords Messages and Drivers Moodboard

Background

Most of us wear synthetic fabrics like polyester every day, including our yoga pants, fleece jackets, acrylic sweater, and even underwears are all increasingly made of synthetic materials—plastic, in fact. However, when these clothes washed, they will release tiny plastic pieces—called microfibers—that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. They will poison not only our ocean but also our daily seafood as well. Thus, our mission is to persuade and educate people to buy as little synthetic clothing as possible to protect our environment.

SWOTs

STRENGTHS Since a lot of people are still not familiar with this issue by far, we can take this opportunity to educate them and push them to take actions to support our environment.

WEAKNESS People may think this is not a big deal; also, they would not be willing to spend more money on buying organic clothes.

OPPORTUNITIES A sizeable organic clothing market may open up. The farms that provide natural materials, like cotton, hemp, and wool may grow up.

THREAT Strong and sturdy advertisings by the fashion industry is a significant threat.

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VISUAL THINKING // PROCESS BOOK

Persona 01 Jack

GENDER

Male

OCCUPATION

Fashion Editor

AGE

28

INCOME

$6,000 / Monthly

HOW OFTEN IS SYNTHETIC CLOTHING BOUGHT

WHAT’S MORE...

Twice a Month

He likes to buy polyester jackets because he thinks they are stylish and cool.

He likes to try new clothes that are made out of unique fabrics because he wants to follow the trends.

He likes to link the fashion industry with environmental issues since he has noticed that fast fashions are polluting the environment in certain ways.

He likes underwater diving during the vacations because it he finds it really relaxing.

He likes to support benevolent causes because the company that he works for has connections with some charitable organizations.

He always gets inspiration from nature when he’s tasked with coming up with new ideas.

He chose to become a fashion editor not only because he likes the fashion industry, but also writing.

BRAND RE S E ARC H

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Persona 02 Jessica

GENDER

Female

OCCUPATION

Freelance Writer

AGE

25

INCOME

5,500 / Monthly

HOW OFTEN IS SYNTHETIC CLOTHING BOUGHT

WHAT’S MORE...

Once a Week

She likes to buy bathing suits because she lives near the ocean and goes surfing with friends.

She often shops at fast fashion stores because they are cheap and stylish.

She often wears activewear that made out of nylon and spandex because they dry quickly after workouts.

She likes to buy nylon clothing since they are easy to wash.

She likes to buy synthetic clothing in general because they are wrinkle-resistant and color durable. she likes to buy cheap clothes because she does not care about the quality.

She likes to visit local public aquarium since the sea world attracts her.

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VISUAL THINKING // PROCESS BOOK

Persona 03 Jennifer

GENDER

Female

OCCUPATION

Marketing Assistant

AGE

30

INCOME

4,000 / Monthly

HOW OFTEN IS SYNTHETIC CLOTHING BOUGHT

WHAT’S MORE...

Twice a Month

She always buys acrylic sweaters for herself and her kids because they are comfortable as well as cheap.

She always visit an aquarium because she loves marine animals.

She rarely uses single-use plastics because she knows that such plastics cause significant pollution for the ocean.

She likes to buy clothing made from organza occasionally because she thinks the fabric is especially beautiful.

She likes underwater diving since she enjoys the feeling of being in the natural marine habitat.

She has been buying more chiffons and laces for her young daughter because she wants to be like a fairy.

She rarely considers microscopic marine life because her professional focus is on large aquatic animals.

BRAND RE S E ARC H

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Stakeholders

SEAFOOD RESTAURANT OWNERS They want to sell organic seafood to consumers, but the microfibers are poisoning our ocean and food supply.

Studies show that small marine lives, like mussels, clams, and oysters are more likely to absorb those tiny fibers.

COTTON-PLANTING FARMERS If people start to make a change to buy more natural clothing, there must be a massive demand for the cotton which is an essential material to produce clothing.

ORGANIC CLOTHING COMPANIES They can take advantage of this issue and sell their products. Since clothing made out of natural materials are more expensive than the synthetic one, people are not willing to pay extra for it unless there is a convincing reason behind it.

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VISUAL THINKING // PROCESS BOOK

Tone

Since our target audiences are mainly young adults, the overall tone of it is modern, playful and thoughtful. In the literal language, I am using questions as headings since people would unconsciously answer the questions when they read it. In the visual style, I am using condensed typeface and simple graphic elements to create a sense of stylish and using a colorful solid square to enhance the overall feeling.

Visual

Combining real clothing and actual seafood together in order to give people a sense of both playfulness and seriousness about the cause.

BRAND RE S E ARC H

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Competitors

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THE STORY OF STUFF PROJECT “Today I choose less stuff, and more joy.”Our San Francisco Bay Area-based team invites you to be inspired by and share our movies, participate in our study programs, and take part in campaigns on the environmental and social issues you care about.

SURFRIDER FOUNDATION The Surfrider Foundation is committed to the protection and enjoyment of the world’s oceans, waves, and beaches through a powerful activist network.

ADVENTURE SCIENTISTS Adventure Scientists is a nonprofit organization that equips partners with data collected from the outdoors that are crucial to unlocking solutions to the world’s environmental challenges.

PLASTIC SOUP FOUNDATION (Netherlands) “No plastic waste in our water” is the mission of the Plastic Soup Foundation. Get educated, be aware and find solutions!

UNITED STATES ENVIRONMENTAL PROTECTION AGENCY The mission of EPA is to protect human health and the environment.

SEA SEMESTER (U.K.) “Environmental studies in woods hole and art sea.” SEA is a global teaching, learning and research community dedicated to the exploration, understanding, and stewardship of marine and maritime environments.

VISUAL THINKING // PROCESS BOOK

ROZALIA PROJECT (France) Rozalia Project’s goals are a clean, protected and thriving marine ecosystem. We are focused on achieving all three of these goals along with our partners, interns, guest scientists, volunteers and hopefully you.

OCEAN CONSERVANCY Ocean Conservancy is working with you to protect the ocean from today’s greatest global challenges, and we create science-based solutions for a healthy ocean and the wildlife and communities that depend on it.

STOP! MICROWASTE (Germany) S! MW is committed to plastic pollution in rivers, lakes, and seas. It also provides information on the better handling of plastics and the microfiber problem.

PROZALIA PROJECT is an international organization. but we are a local organization which is different from them, including different target audiences and visual style.

ONCEAN CONSERVANCY is an organization that cares about all ocean issues, but we are only focusing on microfiber problems.

STOP MICRO WASTE is an organization that pays attention to change people’s laundry habit, but we are focusing on consumers shopping habit.

BRAND RE S E ARC H

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Keywords

SUSTAINABLE To protect our earth, we all need to embrace sustainable, including fashion industry. Since people are relying on clothing to dress them up, they should sustainably change their shopping habit so that they can meet better environment.

TIMELESS Timeless can refer both positively and negatively. It can indicate the companies will produce clothing timelessly. However, the fashion trend is changing all the time, so it can also refer only eco-friendly fashion is eternal, and will never be out of date.

FREE Free can refer plastic-free in the fashion industry; it can also refer our plastic-free life. If a person wants to live in a plasticfree world, the only thing he can do is to buy plastic-free products, including daily clothes. What we choose from the world, the world will finally come back to you.

Messages and Drivers

MAIN Buy less synthetic clothing is a shopping habit change that can be sustainable and simple.

SUB 1 While people are like to buy cheap clothing, re-framing people's stereotypical perspectives of shopping can help them see that the change is for the better environment.

SUB 2 We can live in the plastic-free world only if we buy plastic-free products, including our clothes.

SUB 3 Timeless fashion is not only stylish but also friendly to the environment.

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VISUAL THINKING // PROCESS BOOK

Moodboard

BRAND RE S E ARC H

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VISUAL THINKING // PROCESS BOOK

Just how much will that new fleece jacket cost?‌ the true cost to the ocean is unimaginable. Its synthetic fibers never disintegrate.

BRAND RE S E ARC H

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03

Brand Development Naming Initial Visual Identity Final Visual Identity

FOUNDER

Naming

Marine Saver Huang Initiative WeiH Initiative

MAGIC SPELL

METAPHOR

Lessynthetic

Dead Sea

Marinelifree (marine+life+free)

Inseadious (sea+insidious)

One Last Fish

Seavage (sea+savage)

Monseatr (sea+monster)

Save Our Guts

Deoceanization (ocean+dehumanization)

DESCRIPTIVE

COMBINATIONS

ACRONYM

No More Microfibers

Sicfood (sick+seafood)

SFSF—San Francisco Synthetic Free

Stop Synthetic

Poorfish

ASCO(XCO)—Anti Synthetic Clothing

Synthetic Free

Fiberguts

Organization

Non-synthetic

Microfiberguts

AMA—Anti Microfiber Action

Synthetic Less

Fishkiller

AMO—Anti Microfibers Organization

Microfibers War

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FABRICATED

VISUAL THINKING // PROCESS BOOK

COGA—Clean Our Guts Action

BRAND DE V E L O P M E NT

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VISUAL THINKING // PROCESS BOOK

Initial Visual Identity

TYPOGRAPHIC

ICONOGRAPHIC

SOLUTIONS

SOLUTIONS

BRAND DE V E L O P M E NT

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Iterations

TYPOGRAPHIC

ICONOGRAPHIC

SOLUTIONS

SOLUTIONS

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VISUAL THINKING // PROCESS BOOK

BRAND DE V E L O P M E NT

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Font Choices

46

VISUAL THINKING // PROCESS BOOK

Combinations

BRAND DE V E L O P M E NT

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Inspirations

48

VISUAL THINKING // PROCESS BOOK

Final Visual Identity

BRAND DE V E L O P M E NT

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VISUAL THINKING // PROCESS BOOK

An alarming amount of microfiber is making its way from your washing machine to the ocean‌ and eventually to your plate.

BRAND DE V E L O P M E NT

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04

Deliverables Initial Posters Final Posters Online Shopping App Trade Show Exhibition

Initial Posters

FOR YOURSELF BUT FOR SAVING LIVES BUY LESS SYNTHETIC CLOTHING

“

NOT BUY “ DO CLOTHES

BUY LESS SYNTHETIC CLOTHING

BUY LESS SYNTHETIC CLOTHING

Each cycle of a washing machine could release more than 700,000 microscopic plastic fibres into the environment, according to a study.

Each cycle of a washing machine could release more than 700,000 microscopic plastic fibres into the environment, according to a study.

“

“

FOR YOURSELF BUT FOR SAVING LIVES

“ DO NOT BUY

CLOTHES FOR YOURSELF BUT FOR SAVING LIVES

Each cycle of a washing machine could release more than 700,000 microscopic plastic fibres into the environment, according to a study.

VISUAL THINKING // PROCESS BOOK

54

NOT BUY “ DO CLOTHES

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

BUY IT ONLY IF YOU WANT TO EAT IT.

Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

BUY IT ONLY IF YOU WANT TO EAT IT.

BUY IT ONLY IF YOU WANT TO EAT IT. Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

#ANTImicrofibers @ANTImicrofibersaction w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

#ANTImicrofibers

#ANTImicrofibers

@ANTImicrofibersaction

@ANTImicrofibersaction

w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

DE L I V E RABL E S

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Most of us wear synthetic fabrics like polyester

Most of us wear synthetic fabrics like polyester

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

every day. Our dress shirts, yoga pants, fleeces,

every day. Our dress shirts, yoga pants, fleeces,

and even underwear are all increasingly made of

and even underwear are all increasingly made of

synthetic materials — plastic, in fact. But these

synthetic materials — plastic, in fact. But these

artificial fabrics, from which 60% of all clothing on

artificial fabrics, from which 60% of all clothing on

earth is made, have a significant hidden problem:

earth is made, have a significant hidden problem:

when they’re washed, they release tiny plastic

when they’re washed, they release tiny plastic

bits — called microfibers — that flow down our

bits — called microfibers — that flow down our

drains, through water treatment plants, and

drains, through water treatment plants, and

out into our rivers, lakes, and oceans by the

out into our rivers, lakes, and oceans by the

billions. Even worse, some small marine lives

billions. Even worse, some small marine lives

would feed on these microfibers, and perhaps

would feed on these microfibers, and perhaps

to the human who relies on these species as

to the human who relies on these species as

a source of food.

a source of food.

ARE YOU EATING THE REAL FISH?

ARE YOU EATING THE REAL SHRIMP?

ARE YOU EATING THE REAL OYSTER? Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

Most of us wear synthetic fabrics like polyester

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

#ANTImicrofibers

#ANTImicrofibers

@ANTImicrofibersaction

@ANTImicrofibersaction

@ANTImicrofibersaction

w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

w w w. a n t i m i c r o f i b e r s a c t i o n . c o m

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VISUAL THINKING // PROCESS BOOK

#ANTImicrofibers

Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of

ARE

ARE

synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

YOU

EATING

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

#ANTImicrofibers @ANTImicrofibersaction w w w. a n t i m i c ro f i b e r s a c t i o n . c o m

YOU

Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces,

ARE

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

Most of us wear synthetic fabrics like polyester every day. Our dress shirts, yoga pants, fleeces, and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains,

Synthetic fibers from our daily synthetic clothing could be ending up in rivers, fields and our diet.

through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even worse, some small marine lives would feed on

YOU

EATING

EATING

YOUR

YOUR

these microfibers, and perhaps to the human who relies on these species as a source of food.

and even underwear are all increasingly made of synthetic materials — plastic, in fact. But these artificial fabrics, from which 60% of all clothing on earth is made, have a significant hidden problem: when they’re washed, they release tiny plastic bits — called microfibers — that flow down our drains, through water treatment plants, and out into our rivers, lakes, and oceans by the billions. Even

YOUR

OWN

worse, some small marine lives would feed on these microfibers, and perhaps to the human who relies on these species as a source of food.

OWN

OWN #ANTImicrofibers

#ANTImicrofibers

@ANTImicrofibersaction

@ANTImicrofibersaction

w w w. a n t i m i c ro f i b e r s a c t i o n . c o m

w w w. a n t i m i c ro f i b e r s a c t i o n . c o m

SHIRT?

LEGGING?

JACKET?

DE L I V E RABL E S

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Final Posters

58

VISUAL THINKING // PROCESS BOOK

DE L I V E RABL E S

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60

VISUAL THINKING // PROCESS BOOK

DE L I V E RABL E S

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62

VISUAL THINKING // PROCESS BOOK

DE L I V E RABL E S

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Posters in the Environment

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VISUAL THINKING // PROCESS BOOK

Posters inside a shopping mall

DE L I V E RABL E S

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A poster on the bus shelter in an urban shopping district

A poster outside the San Francisco Westfield shopping center

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VISUAL THINKING // PROCESS BOOK

A poster on the bus shelter in an urban shopping district

DE L I V E RABL E S

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VISUAL THINKING // PROCESS BOOK

Online Shopping APP

OVERALL VERVE The overall verve of this deliverable is to persuade people to buy as little synthetic clothing as possible, and provide my target audiences a right choice instead of a cheap choice.

OVERALL GOAL The overall goal of this deliverable is to offer young people an easy way to shop for natural fiber clothing.

DESCRIPTION This app will offer people a brand new way to shop for non-synthetic clothing. It categorizes items by different fabrics, different clothing types and fashion brands. Young adults can browse most all fashion brands in this app. Once they choose the items they like, the app will automatically pick the most similar items with the same style, and affordable price, but made from different fabrics. This function pushes people to make a better choice and allows them to buy it in the screen.

DE L I V E RABL E S

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STOP EATING YOUR

STOP

OWN

STOP

SWEATERS!

STOP

MEN

EATING

ACRYLIC

YOUR

EATING

EATING

YOUR

YOUR

OWN

OWN

YOGA

FLEECE

PANTS!

OWN

WOMEN

CLOTHING!

SIGN IN

JACKETS!

CREATE AN ACCOUNT

Get Started HOME

CATEGORY

Get Started

FAVORITE

CONTINUE AS A GUEST

Get Started

ME

HOME

CATEGORY

FAVORITE

HOME

ME

CATEGORY

FAVORITE

ME

SHOPPING FOR THE HEALTH OF OUR OCEANS

Shopping Non-Synthetic Clothing

POPULAR BRANDS

HOME

Fabrics

Category

Fabrics

Brands

Category

Brands

Fabrics

Category

CATEGORY

FAVORITE

ME

Brands

COTTON

WOOL

SILK

HOME

CATEGORY

Wool

Silk

ME

HOME

CATEGORY

FAVORITE

ME

HOME

CATEGORY

FABRICS

FABRICS Cotton

FAVORITE

Hemp

80% COTTON

Linen

Rami

FAVORITE

ME

FOREVER 21

BRANDS

Ribbed Contrast Turtleneck Top

Recommend 100% Organic to Non-Synthetic COTTON

80% COTTON

100% COTTON

Organic

Organic

Coats

Coats

Coats

Non-Synthetic to Organic Price Low to High

Jackets

100% Cotton

Price High to Low

Jackets

$ 35.00

ADD

ADD

$ 55.00

Jackets

$ 35.00

ADD

ADD

$ 55.00

Dresses

$ 23.00

$ 25.00

100% Rayon

Dresses

60% COTTON

Rompers

Rompers

Sweaters

Sweaters

Shirts Tops

$ 49.00

100% COTTON

ADD

ADD

$ 39.00

Tops

90% COTTON

Pants Skirts

FAVORITE

ME

HOME

Rompers

100% COTTON

Sweaters Shirts

$ 49.00

100% COTTON

Skirts

CATEGORY

60% COTTON

Shirts

Pants

HOME

70

Dresses

100% COTTON

ADD

ADD

$ 39.00

Tops

$ 19.00

$ 29.00

Pants

90% COTTON

Skirts $ 30.00

CATEGORY

FAVORITE

ME

VISUAL THINKING // PROCESS BOOK

HOME

CATEGORY

FAVORITE

ME

HOME

$ 39.00

CATEGORY

FAVORITE

ME

Wireframe

MEN

WOMEN

Search

Fabrics

Category

ORGANIC You May Love

NON-SYNTHETIC

Cotton

Cotton Shirt

Wool Sweater

Silk

Coats

Wool

Cotton Dress

Silk Top

Jackets Dresses Rompers Scan the product barcode or QR

Sweaters Shirts POPULAR BRA

Tops Pants Skirts HOME

COTTON

COTTON

1

Ruffle Striped Sweater

Ruffle Striped Sweater

100% Cotton

100% Cotton

BAG (1)

1

Similar Items

100% COTTON

Ruffle Striped Sweater Style

Color Color: Black Size: M Price: $39.00

Similar Items

$ 39.00

ME

$ 39.00 –

1

+

“ Thanks for saving 1.7 GRAMS (2 CLIPS WEIGHT) MICROFIBERS for my home”

3/ 6 Buy 3 more items to get 30% 0ff!

Your Order 100% COTTON

Ruffle Striped Sweater Color: Black Size: M Price: $39.00

3/ 6 Buy 3 more items to get 30% 0ff!

MY ACCOUNT

Add to Bag

Add to Bag

CONTINUE SHOPPING

US$ 39.00 HOME

CATEGORY

FAVORITE

ME

HOME

CATEGORY

FAVORITE

Checkout HOME

ME

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FAVORITE

ME

71

Welcoming Screens 01

Welcoming Screens 02

STOP EATING YOUR OWN ACRYLIC SWEATERS!

STOP EATING YOUR OWN FLEECE JACKETS!

Get Started HOME

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FAVORITE

VISUAL THINKING // PROCESS BOOK

Get Started ME

Welcoming Screens 03

STOP EATING YOUR OWN YOGA PANTS!

Get Started HOME

CATEGORY

FAVORITE

ME

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Sign In Screen 01

Sign In Screen 02

STOP

MEN

EATING YOUR OWN

WOMEN

CLOTHING!

SIGN IN

CREATE AN ACCOUNT CONTINUE AS A GUEST

HOME

74

CATEGORY

FAVORITE

VISUAL THINKING // PROCESS BOOK

ME

Home Screen

SHOPPING FOR THE HEALTH OF OUR OCEANS

Shopping Non-Synthetic Clothing

POPULAR BRANDS

HOME

CATEGORY

FAVORITE

ME

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Fly Menu

MEN

WOMEN

ORGANIC NON-SYNTHETIC Coats Jackets Dresses Rompers Sweaters Shirts POPULAR BRA

Tops Pants Skirts HOME

76

VISUAL THINKING // PROCESS BOOK

Search Screen

Scan Function

Search

Fabrics

Category

You May Love Cotton Silk

Wool

Cotton Shirt

Wool Sweater

Cotton Dress

Silk Top

Scan the product barcode or QR

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Category Page 01: Fabrics

Fabrics

Category

Brands

COTTON

WOOL

SILK

HOME

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VISUAL THINKING // PROCESS BOOK

CATEGORY

FAVORITE

ME

Cotton

Fabrics Screen

Dropdown Menu

FABRICS

FABRICS

Wool

Silk

Hemp

80% COTTON

Linen

Rami

Recommend

100% COTTON

100% Organic to Non-Synthetic COTTON

80% COTTON

Organic

Organic

Coats

Coats

Jackets

Jackets

Non-Synthetic to Organic Price Low to High Price High to Low

Dresses

$ 35.00

ADD

60% COTTON

ADD

$ 55.00

Dresses

100% COTTON

Rompers

Rompers

Sweaters

Sweaters

Shirts Tops

$ 49.00

100% COTTON

ADD

ADD

$ 39.00

Pants

Skirts

Skirts

HOME

CATEGORY

FAVORITE

ME

HOME

$ 55.00

ADD

$ 39.00

ADD

100% COTTON

$ 49.00

100% COTTON

Pants

ADD

60% COTTON

Shirts Tops

90% COTTON

$ 35.00

CATEGORY

ADD

90% COTTON

FAVORITE

ME

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Category Page 02: Clothing Types

Fabrics

HOME

80

VISUAL THINKING // PROCESS BOOK

Category

CATEGORY

Brands

FAVORITE

ME

Category Page 03: Brands

Brands Screen

BRANDS Fabrics

Category

Brands

Coats Jackets Dresses

$ 23.00

$ 25.00

$ 19.00

$ 29.00

Rompers Sweaters Shirts Tops Pants Skirts

HOME

CATEGORY

FAVORITE

ME

HOME

CATEGORY

FAVORITE

ME

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Comparison Screen

FOREVER 21

Ribbed Contrast Turtleneck Top

100% Cotton

100% Rayon

$ 30.00

HOME

82

VISUAL THINKING // PROCESS BOOK

$ 39.00

CATEGORY

FAVORITE

ME

Product Screen

Product Option Screen

COTTON

COTTON

1

Ruffle Striped Sweater

Ruffle Striped Sweater

100% Cotton

100% Cotton

1

Similar Items Style

Similar Items

$ 39.00

CATEGORY

FAVORITE

$ 39.00

Add to Bag

Add to Bag

HOME

Color

ME

HOME

CATEGORY

FAVORITE

ME

DE L I V E RABL E S

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Checkout Screen

BAG (1)

100% COTTON

Ruffle Striped Sweater Color: Black Size: M Price: $39.00

–

US$ 39.00

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VISUAL THINKING // PROCESS BOOK

1

+

Checkout

Order Confirmation Screen

My Account

ME

“ Thanks for saving 1.7 GRAMS (2 CLIPS WEIGHT) MICROFIBERS for my home”

3/ 6 Buy 3 more items to get 30% 0ff!

Your Order 100% COTTON

Ruffle Striped Sweater Color: Black Size: M Price: $39.00

3/ 6 Buy 3 more items to get 30% 0ff!

MY ACCOUNT CONTINUE SHOPPING

HOME

CATEGORY

FAVORITE

ME

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App in the Real Situation

A woman using this app shopping while waiting for an appointment

A woman using this app shopping at home

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VISUAL THINKING // PROCESS BOOK

A woman using the scan function while shopping in a store

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Signage: Entrance

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VISUAL THINKING // PROCESS BOOK

Trade Show

OVERALL VERVE The overall verve of this deliverable is to persuade people to buy more non-synthetic clothing, and offer them an opportunity to do so.

OVERALL GOAL The overall goal of this deliverable is to provide a platform to educate people while they shop for clothing.

DESCRIPTION This trade show will invite and assemble many clothing brands that sell natural fiber clothing, and will be free to the public. This event will educate people while they shop. Some basic facts about the ocean pollution will be integrated in many diverse areas from the large posters to small clothing labels. People will find this kind of information in many locations in the trade show, and reiterating the responsibility of buying natural fiber clothing.

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Invitation letters for event vendors

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Tickets

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Map

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Signage: Main Hall

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Signage: Integrated Environment Signs (Top) Signage: Floor of the Entrance (Bottom)

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Signage: Different Fabrics

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Signage: Inside the Booths (Left) Stickers to identify customers for clothes and bag (Right)

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Environment design: Fitting Room

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Environment design: Discount Area (Top)

102

Environment design: Cashier Desk (Bottom)

VISUAL THINKING // PROCESS BOOK

Paper Shopping Bag

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Clothing Tags

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Giveaway: Canvas Tote Bag

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Exhibition

OVERALL VERVE The overall verve of this deliverable is to educate visitors some basic facts on microfibers pollution, and how to protect ocean in their daily lives.

OVERALL GOAL The overall goal of this deliverable is to educate people about best practices when they do their laundry.

DESCRIPTION This special exhibition will be hold by the Monterey Bay Aquarium in a small area inside. Visitors may have more sympathy for this issue after they visit the ocean pollution display rooms. This exhibition will inform people more about this issue by different steps: First, the touching area for synthetic fabrics; second, the interactive machine to give people a sense of feeling about the dangerous of the pollution; last, It will tell people what practices to do at home.

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Signage: Directory

110

Signage: Wayfinding Signs

VISUAL THINKING // PROCESS BOOK

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Signage: Event Promotion Posters

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Environment 01 First step: Fabrics touching area displays give an opportunity to distinguish different fabrics by touch

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Environment 02 Second step: An interactive experience to help people learn more about this issue

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Video presentation still shots

A MICROFIBER’S ENDLESS JOURNEY

YOU’VE TRANSFORMED INTO

MICROFIBER

Start!

<

> START YOUR JOURNEY NOW! A POLYESTER FIBER

YOU ARE GOING DOWN THE DRAIN! WASH IT!

TIME TO CLEAN!

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YOU ARE ENTERING THE SEWAGE TREATMENT PLANT

YOU ARE ENTERING THE OCEAN

YOU ARE COLLECTING POWERS FROM OTHER OCEAN TOXINS!

YOU’VE BECOME PART OF SOMEONE’S DINNER

ARE YOU EATING YOUR OWN FLEECE JACKET?

OOPS!

YOU ARE IN THE FISH GUT!

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Environment 03 Third step: An educational exhibit to tell people how to do their laundry at home

Take-home Sticker Set

Visitors can peel off the stickers and apply them to their own washing machines

HOW YOU CAN HELP AT HOME NO MORE SYNTHETIC OCEANS!

Fill up your washing machine

Use a liquid laundry soap

Use a colder wash setting

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“A lot of times people are overwhelmed by the bigness of the problem and often give up. We need something achievable for everyday humans.”

—Adrian Grenier

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Book design by Wei Huang Email: stacyvv94@gmail.com Printing and binding by Wei Huang in Fall 2017 Paper: Red River Paper 50lb. Premium Matte C2S Printer: Epson Stylus Pro 3880 Typeface: FrutigerŽfont family Designed by the Swiss type designer Adrian Frutiger Š 2017 Wei Huang All right reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without permission of the copyright holder.

GR620 Visual Thinking Process Book Wei Huang / 04499125

STOP EATING YOUR OWN CLOTHES!