think-the-thesis.com
Viego yuge liu
Backgroud and Reserch MFA Thesis project process book 2020
Celebrating the Tattoo Culture in China MFA Thesis Project Process Book
普通 cover copy 的纹身者
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2020 MFA Thesis Project Process Book MFA Thesis By Viego Yuge Liu Copyright Š 2020 Viego Yuge Liu Designed by Viego Yuge Liu This is a student thesis project. All Right Reserved. No Portion of this book may be used or reproduced in any manner without the written consent of Viego Yuge Liu. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions. Project think-the-thesis.com Contact viegoyugeliu@gmail.com viego-yuge-liu.com
think-the-thesis.com
Viego yuge liu
MFA Thesis project process book 2020
Celebrating the Tattoo Culture in China MFA Thesis Project Process Book
普通 的纹身者
2020 MFA Thesis Project Process Book
Intro
�言
Intro
Celebrating the Tattoo Culture in China Tattoos have existed for thousands of years. In the past, the majority opinion about tattoos has been negative. However, the stigma of the tattoo is vanishing in Chinese young adults. More and more young people are getting tattoos to express their personality. For a long time, the general public has thought people who had tattoos were lower-class and uneducated. Still, now the younger generation in China is beginning to accept this form of self-expression. However, this phenomenon is just starting to take hold. Therefore, this thesis promotes and celebrates tattoos, and helps to foster the nascent tattoo culture in China. Hopefully, the stereotypes associated with tattoos in China will change over time.
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目录
Table of Content
2020 MFA Thesis Project Process Book
Table of Content
01 Background and Research..........................................008-049 Background ..............................................................010–011 The Reason For Having Stereotype.......................012–013 Competitor And Analogous Examples...........................014 Gaps And Opportunities..................................................015 Insights From Researches.......................................016–017 Asking Questions ....................................................018–023 Persona......................................................................024–027 Focus Group ............................................................028–033 The Interview And Survey.......................................034–043 The Video Proposal.................................................044–049
02 Stretagies and Development........................................050-097 Deliverables Strategy Chart....................................052–053 Material Matrix..........................................................054–055 Mind Map...................................................................056–057 Keywords...................................................................058–063 UI/US Development ................................................064–069 Insperation Review ..................................................070–071 General User Demographic ...................................062–073 UI/US Development ................................................064–069 Application User Case..............................................070-079 Task Listing................................................................080-081 Application Interview and Summary.......................082-083 Name and Identity Development ..........................084–089 Visual System ..........................................................090–095 Studio Photoshoots ................................................096–097
03 Process and Deliverable Design..................................098-233 D1 Media Exposure “ThINK Individual” Posters.......................................100–127 “ThINK Individual” Video...........................................128–135 “ThINK Individual” Social Media Account..............136–141 D2 Tattoo Exhibition “The Body is the New Canvas”...............................142–211 D3 Online Community “ThINK Together” Website.......................................212–233
Conclusion and the Future................................................234-235
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背景 与调查
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THIS PROJECT HAS GONE THROUGH SEVERAL SIGNIFICANT CHANGES IN THE DIRECTION OF FINAL ACHIEVEMENTS AND THE FOLLOWING STRATEGIES. THE GOAL HAS BEEN SWITCHED FROM CHANGING THE STEREOTYPES OF TATTOOS TO CELEBRATING THE TATTOO CULTURE TO GIVE THE PUBLIC MORE TIME TO ELIMINATE CHANGES. THIS BACKGROUND AND RESEARCH WERE FOCUSED ON THE PRIMARY SOURCE OF TATTOO STEREOTYPES, WHICH IS THE CRUCIAL KEY TO SOLVE THE CONFLICT OF OPINIONS REGARDING THE TATTOO.
Background and Researches 09
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Background
The art of tattoos will re-frame the image of tattoos in China, where it is currently misperceived as an obstacle to social acceptance and career success. In western countries, negative stereotypes of tattoos have been mainly replaced by appreciations for the long, rich history of this art form. However, in China, especially among older adults, this antiquated attitude persists and is a source of misunderstanding, prejudice, and generational conflict. Therefore, the art of the tattoo will utilize a range of graphic design strategies to celebrate the enlightened atmosphere concerning the aesthetics of this ancient art form.
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The Reason For Having Stereotype JAIL TATTOO “It was famous amongst people like sailors, travelers, prostitutes, miners, merchants, etc. Since it was a common phenomenon within the lower strata of the society and majorly criminals were inked, it became a famous notion that people who have criminal tendencies get inked.” — bodyart.iloveindia.com/tattoo-history/ modernday-tattooing.html Based on this article and so many other source, the modern tattoo is coming from the lower strata of the society and the criminal.
ASIAN GANG TATTOO “Many of these men had been to prison where they had been tattooed by authorities to mark them as criminals. Early yakuza members began to incorporate tattoo art into the customs and traditions of the group, adding to existing prison tattoos and creating new tattoos as a symbol of status within the organization. Tattoo art wasn’t widely practiced in the region at the time because of the association between tattoos and Japanese criminals.” — rattatattoo.com/yakuzatattoos-japanese-gang-members-wear-the-culture-of-crime/ At this point, stereotyped image of Eastern culture is very similar to western cultures. They both believe that tattoo stands for criminals or gangs.
FORBIDDEN BY RELIGION “Some Christians condemn all tattooing as immoral because God clearly forbids them in Leviticus 19:28. Since the word tattoo does appear in this verse in some popular English translations, this argument seems straightforward. For example, the NIV reads, ‘Do not cut your bodies for the dead or put tattoo marks on yourselves. I am the Lord.’ — crosswalk.com/family/singles/is-it-biblical-for-christians-to-get-tattoos.html In order to show the respect to God, Christian forbids tattoo because they believe that your body should remain natural and clean.
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IDENTIFICATION IN NAZI CAMPS “A practice was established to tattoo the inmate identification numbers. Initially, in Auschwitz, the camp numbers were sewn on the clothes. With the increased death rate it became difficult to identify corpses, since clothes were removed from corpses. Therefore, the medical personnel started to write the numbers on the corpses’ chests with indelible ink. Difficulties increased in 1941 when Soviet prisoners of war came in masses, and the first few thousand tattoos were applied to them. This was done with a special stamp with the numbers to be tattooed composed of needles. The tattoo was applied to the upper left part of the breast. In March 1942, the same method was used in Birkenau..”—en.wikipedia. org/wiki/Identification_in_Nazi_camps Number tattoos might give some people flash backs of Nazi camps, as well as some other tattoos might result in negative effects on certain group of people. This is also a reason that people has stereotyped image of tattoo.
ANCIENT CHINESE TORTURE There was an ancient Chinese criminal penalty which tattoos prisoners’ face. This was a shame in old times.
CONFUCIANISM “身体发肤，受之父母。”means “Your physical body with its hair and skin are received from your parents. Vigilance is not allowing anything to damage the integrity of your body. That’s where family reverence begins.” This theory was proposed by Confucius who established the Confucianism that has majority influence in Chinese culture. “Confucianism, also known as Ruism, is described as tradition, a philosophy, a religion, a humanistic or rationalistic religion, a way of governing, or simply a way of life.” — en.wikipedia.org/wiki/Confucianism
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Competitor And Analogous Examples HAIR STYLE People used to have a stereotyped image with men’s long hair and skinhead of women. Nowadays, the culture is more diverse with hairstyles in modern fashion without judgment.
DRESSING STYLE A similar situation and development happened in dressing style in men’s wear.
LGBTQ RIGHTS The LGBTQ rights revolution is currently taking place. The analogous part is about changing the traditional thoughts and judgment of the LGBTQ group and the choice of human rights.
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Gaps And Opportunities
CHANGING THE SOCIAL NORM BY INFLUENCING THE MULTITUDE Tattoos are becoming more popular than the old days. However, the acceptance regarding tattoos is not catching up with these changes, which is a “gap.� Using graphic design to promote tattoo culture and encourage a tolerance vibe of tattoos can be the solution to fill up this gap.
ARTISTRY INSTEAD OF CRIMINAL SYMBOL There are more artistic tattoo designs in modern life, which have changed the stereotypes that tattoos are part of criminal symbols. The difference between body decoration and the mark of criminals is noticeable. Yet, in most countries, people are still judging tattooed groups, even in the United States, which is one of the most mind-open countries. Using graphic design could show the artistry of tattoos to decrease the stereotyped image of tattooing.
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Insights From Researches INSIGHTS IN READING “It’s possible that in years to come, more and more Japanese tattoo artists are going to begin exploring their own talents and creativity, breaking out of the rigid rules that currently exist and expressing themselves through this diverse art form. Though they may be outcasts within their own society, it’s likely that they will be welcomed with open arms by the international tattoo community because as with all art that springs from Japan- these guys will aim to knock our socks off and are likely to succeed.”— Japanese Tattoo Artists: Society’s Drop-outs or National Treasures? Some tattoos are very valuable to art. The existence of the transition from the traditional culture to modern tattoo form is traceable. Not only Japanese traditional tattoo has that character but also oldschool and other categories of tattoo style have it as well. “The most famous tattoo in Chinese history comes from the legend of the Chinese general Yueh Fei. Yueh Fei served the South Song Dynasty. During battle with northern enemies the Field Marshall under whom Yueh Fei served betrayed the South Song and went over to the enemy. In protest Yueh Fei resigned and returned home. His mother grew angry with him, telling him that his duty was first and foremost to his country, despite all else. To remind him of this fact she tattooed four characters on his back with her sewing needle. These characters, jin zhong bao guo, are difficult to translate but mean something like “Serve his country with ultimate loyalty.” — A history of Chinese tattoos and Chinese tattooing traditions There also exist the positive stories and representative tattoo related stories in Chinese traditional culture. How come the traditional opinion of tattoo are so negative?
INSIGHTS IN WATCHING Currently, in Japan, people who have large tattoo can not join the public hot spring with others. They should make an appointment of private hot spring room. The reason of this situation is because the usually, only members of Japanese gang have big tattoos. If there is a way to change this situation? Rube Rose is a publican celebrity in Australia. This kind of video will never be published in China because of the policy which does not allow tattoo to be shown in anyway on any kind of video/TV shows. What can I do to make the forbidden development to a more opening future?
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In this tattoo culture video, Wolfgang Herbert explores the influence of society on tattoo art in Japan.
Break Free MV -Ruby Rose This MV is about coming out, she also showed that she has lots of tattoo.
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Asking Questions AT THIS STAGE, INVESTIGATING WHY TATTOOS HAVE LOTS OF ADVERSE OPINIONS WORLDWIDE, ESPECIALLY CONSIDERING THE DIFFERENCES BETWEEN WESTERN AND EASTERN COUNTRIES, IS THE PRIMARY TASK. IF THERE ARE HISTORICAL REASONS, WHAT IS THE GRAPHIC DESIGN SOLUTION TO THIS STEREOTYPICAL IMAGE?
Personally, I have a lot of tattoos. The policy in China limited a lot of choices, which made the current job environment also unfriendly for me. How can I change this situation? Even more personal, my family does not exactly accept that I have lots of tattoos. The reason is they are worried about the future of my marriage and career. How can I make my family or more people change there opinion and judgment of tattoo? And make my life easier if I go back to my country in the future.
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HOW DOES A PERSON REACT WHEN MEETING A LAWYER/DOCTOR/TEACHER/ETC. THAT HAS A FULL-BODY TATTOO?
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LIST OF QUESTIONS Why people traditionally assuming tattooed people are not regular/formal? What leads them to believe in that?
Do people assume tattooed people unprofessional than others? Why?
Why western countries seem to be more tolerating about
Do big tattooed people are the particularly same
tattoo than eastern countries? How does that happen?
job or group?
What do people think about a lawyer/doctor/teacher/etc., having the full-body covered tattoo?
Is there are some particular position of body been tattooed that will lead people to disrespect?
If the public accepts that the president has a tattoo?
Is there any religious forbid tattoo?
If the public accepts that the president has the big/fullbody covered tattoo?
Is religion-related tattoo also lead others to disrespect?
What do people think if they see a full-body covered tattooed people on street walks to them?
Does the public aware which symbol of tattoo is criminally related meaning?
What will people think about if a person who has tattoo walks alone in a dangerous neighborhood? Does the tattoo make people feel safer? Do tattooed people seem aggressive? How do tattooed people think about their tattoo? Do they feel their tattoo makes them different? How? Physically/mentally? Do tattoos earn more respect? Do full-body-tattooed people make other terrifying? What changed in people’s life after getting the tattoo? Do others treat them differently? How? What do people think differently between people who have a more or large tattoo and less or small tattoo? Do big tattooed people been expected more on their job/career? Do they need to put more endeavors than others?
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2020 MFA Thesis Project Process Book Why generally, the law limit people to getting the tattoo should older than 18? Why that age limit similar to drinking and smoking?
Do people remove their tattoo because of been inconvenient?
Do people offend when they’ve been asked about the reason for getting the tattoo?
How many people changed their tattoo? Why?
How old when people get their first tattoo? What makes people want to get a tattoo? How people chose the position of the tattoo? Why? Do people worried if the teacher or HR cared if they have tattoos? Where did people get the tattoo? Do they choose tattoo artist if the tattooer having the tattoo? How about if they do not have a good quality tattoo? How do people think about elder groups than the younger groups? Why the Chinese government forbids tattooed people to join the army, but in America, that is allowed? How many parents angry after knowing their kids gets a tattoo? Do people trust their tattooists? Do people aware of medical safety is essential in tattooing stores and tattooing kits? Is the tattoo history affect people’s attitude about tattoo nowadays? Does media make the tattoo more acceptable in decades or in the opposite way? Is there any difference between tattooed people with non-tattooed people? How many other categories of body decoration happened in a similar situation with the tattoo? Did those situations develop positively? How? Do tattooed people care if people staring at their tattoo? How does it feel? If having body marks is why the Chinese government has forbidden people to get tattoos, in case of easily recognized by the enemy, why piercings are not limit stringently? Do people think through their tattoo? By giving the specific requirement of image and position to the tattoo artist?
How many people removed their tattoo? Why?
How many people think the tattoo is addictive? Do tattooed people care about the limitation of the job choosing as in Asia? How many tolerate less/anti-social meaning tattoo exist? What are their categories? Racism? Criminal? Are there some specific job categories that are less tolerant of a tattoo? Why? What could we think differently instead of think negative people who have a big tattoo? What is the general opinion of tattooing/tattooed people in different countries/areas? How many tattoos are acceptable global averagely? Does different country/area disrespect particularly some/one category tattoo? Why is that? How does that happen? What would make people changed their opinion of tattooed people? How?
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DOES THE HISTORY OF TATTOOS IN A PARTICULAR COUNTRY AFFECT ITS PEOPLE’S ATTITUDES TODAY?
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Persona TRADITIONAL MOM GENDER: Female AGE: 49 INCOME: None REGION: A 2nd level city, China. RELIGION: Buddhism OCCUPATION: Full-time housewife TATTOOED: No Quote / Thoughts “No, you are not allowed to get a tattoo! We are a decent family, and you are not some punks or losers. Your dad’s salary will not be used to pay you to do such a thing! If you get a tattoo, you will never expect me to allow you to step in this home again.”
LEGITIMISM FATHER GENDER: Male AGE: 53 INCOME: 600,000 yan/month REGION: Kobe City, Japan. RELIGION: Shinto OCCUPATION: Regional marketing minister of Matsuhana Shoji (Kao Corporation) TATTOOED: No Quote / Thoughts “Your boyfriend looks like a Yamaguchi-Gumi member. He even has tattoos on his hand! So no, I am not allowing you to marry him. Not till I die. That man walked into our home and damaged my reputation already. Don’t bring him home again. And go break up with him. You deserve a better man.”
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SELF DEFENDER GENDER: Female AGE: 31 INCOME: $4000/month REGION: San Fransisco, California. U.S. RELIGION: None OCCUPATION: Designer in Hirsch Bedner Associates TATTOOED: Yes Quote / Thoughts “Last Sunday night, you know, my car was broken. I was waiting for that repair-guy at the gas station. I have no idea which neighborhood I was, but nobody except a guy walked around that block. I freaked out, you know, I saw that guy has some big tattoo and looks so scary. I had to back to my car and locked my car. ”
BULLIES GENDER: Male AGE: 19 INCOME: None REGION: Accrington, England. RELIGION: None OCCUPATION: Student TATTOOED: No Quote / Thoughts “Look that weirdo, has tattoo and holes on her face. That girl I bet her has more disgusting secrets. What are you looking at! ”
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Persona CRITICAL BOSS GENDER: Female AGE: 38 INCOME: $12000/month REGION: Arlington, Texas, U.S. RELIGION: Christian OCCUPATION: HR TATTOOED: No Quote / Thoughts “Wait, he has tattoos. He can’t hide those from me. He probably is not that professional, as his resume says. What if the clients do not like him? This is a selling man position. You have to be friendly, but that tattoo is not friendly at all! No, next!”
MALE CHAUVINIST GENDER: Male AGE: 53 INCOME: 600,000 yan/month REGION: Kobe City, Japan. RELIGION: Shinto OCCUPATION: Regional marketing minister of Matsuhana Shoji (Kao Corporation) TATTOOED: No Quote / Thoughts “I hope my wife is a gentle, obedient, beautiful women in the future. She must have a pure body. However, you have a tattoo that can not be considered pure. Plus, I have a more successful life than you, a higher salary, and a decent apartment. You don’t deserve such a successful man like me. ”
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TATTOO CARRIER GENDER: Female AGE: 23 INCOME: None REGION: San Francisco, California, U.S. RELIGION: Animism OCCUPATION: Student, Graphic Designer TATTOOED: Yes Quote / Thoughts “Since the first time I got this tattoo, I’ve been judged for years. A lot of people do not respect me because of my tattoo. My mother worried about my future career and marriage because of it. Some of the peers whom I don’t expect them of disrespect and say something bad too, which is surprising me.”
TATTOO HIDER GENDER: Male AGE: 24 INCOME: $4000/month REGION: City of Chicago, Illinois, U.S. RELIGION: None OCCUPATION: Internship of financial counselor TATTOOED: Yes
Quote / Thoughts “I know having a tattoo is not a“I know having a tattoo is not bad, but I am afraid my boss doesn’t like it. Also, I think just some small and nice tattoo is enough for me. Sometimes I still feel offended that people count me as the same group of those gangster tattooers. ”
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Tattoo Stereotypes Focus Group AN EVENT CREATED FOR A FOCUS GROUP (10 PEOPLE) TO GATHER NEW INSIGHTS AND INFORMATION THAT MIGHT HAVE BEEN MISSED. PARTICIPANTS CAN SHARE OPINIONS ABOUT TATTOOS AND STEREOTYPES WITH OTHERS.
EVENT DETAILS The event is based on the big topic: stereotypes of tattoos. The big topic had been divided into more detailed discussions. Before the meeting begins, some questionnaires are handed to participants to fill up, which makes attendees think about the topic and organize some insights for analysis.
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The Body is the New Canvas 2020 MFA Thesis Project Process Book
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The Body is the New Canvas 2020 MFA Thesis Project Process Book
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The Interview And Survey AN ONLINE SURVEY HAS BEEN DESIGNED WITH QUESTIONS REGARDING THE FACTS AND OPINIONS OF TATTOOS AND SENT TO TWO TARGET AUDIENCE GROUPS: YOUNG ADULTS AND PARENTS.
QUESTION
12 CATEGORIES
Demographic/ General Opinion/ Opening Question
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RESPONDER
278 BROWSE
960 AVERAGE TIME
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Survey Out Come 01. YOUR GENDER? Answers and Percent Male.............................................................125 Female..........................................................152 Other.................................................................1
45.0% 54.7% 0.4%
02. YOUR AGE? Answers and Percent -18...................................................................10 18-29..............................................................97 30-40..............................................................51 41-50..............................................................93 51-60..............................................................26 60+...................................................................1
3.6% 34.9% 18.4% 33.5% 9.4% 0.4%
03. YOUR EDUCATION BACKGROUND? Answers and Percent Middle School ..............................................11 High School..................................................24 College.........................................................191 Masters’ and over........................................52
4.0% 8.6% 68.7% 18.7%
41-50: 33.5%
18-29: 34.9%
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04. DO YOU HAVE TATTOOS? Answers and Percent Yes.................................................................34 No...................................................................24
12.2% 87.8%
NO: 87.8%
05. YOUR OCCUPATION? Answers and Percent Student.......................................................33 Administrative staff......................................64 Marketing......................................................29 Doctor............................................................10 Teacher..........................................................46 Lawyer.............................................................1 Other.............................................................95
11.9% 23.0% 10.4% 3.6% 16.6% 0.4% 34.2%
06. DO YOU WANT TO GET A TATTOO? Answers and Percent Very ................................................................11 Maybe............................................................24 Never............................................................191 No Idea..........................................................52
11.9% 24.1% 42.1% 21.9%
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07. WHERE DID YOU LEARN ABOUT TATTOOS? (MULTIPLE CHOICE) Answers and Percent Television......................................................119 Magazine.......................................................78 Internet.........................................................133 Radio..............................................................15 Friends..........................................................151 Advertising....................................................39 Other...............................................................19
42.8% 28.1% 47.8% 5.4% 54.3% 14.0% 6.8%
08. IF YOU WANT A TATTOO, WHAT IS THE REASON? (MULTIPLE CHOICE) Answers and Percent Body Decorating..........................................52 Personality Expressing................................83 Showing Peculiarity......................................51 Memorable Memento.................................116 Don’t Want...................................................103 Other.................................................................6
18.7% 29.9% 18.4% 41.7% 37.1% 2.2% 0%
25%
50%
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09. IF YOU ARE GETTING A TATTOO, WILL YOUR FAMILY SUPPORT THIS DECISION?
Stand against: 24.8%
Answers and Percent Quite Approve...............................................1 Approve...........................................................8 Have No Objection......................................91 Disagree.......................................................109 Stand Against.............................................69
0.4% 2.9% 32.7% 39.2% 24.8%
Disagree: 39.2%
10. IF YOUR FAMILY DISAPPROVES OF THIS DECISION, WHAT COULD BE THE REASON? (MULTIPLE CHOICE) Answers and Percent Ancient Stigma..............................................17 Not Professional...........................................75 Bad Reputation...........................................137 Regret for Impulsion....................................64 Waste of Money............................................18 Bad for Skin Health....................................107 Gang Mark..................................................140 Other................................................................7
6.1% 27.0% 49.3% 23.0% 6.5% 38.5% 50.4% 2.5%
0%
25%
50%
75%
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11. YOUR PARENTS' AGE? Answers and Percent 30-40................................................................3 41-50..............................................................41 51-60.............................................................73 61-70..............................................................49 71-80..............................................................76 80+.................................................................36
1.1% 14.8% 26.3% 17.6% 27.3% 13.0%
12. IF SOMEONE HAS A TATTOO IN YOUR WORK ENVIRONMENT, WOULD YOU PREJUDGE HIM/HER? Answers and Percent Yes................................................................68 No.................................................................106 Depends on Circumstances...................104
24.5% 39.1% 37.4%
yes: 24.5% Depends: 37.4% no: 38.1%
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13. IF YES, OR DEPENDS, WHICH WAY WOULD YOU PREJUDGE THE PERSON WHO HAS A TATTOO?
Negative way: 37.4%
Not professional: 37.4%
Answers and Percent Positive Way..............................................12 Not Professional....................................81 Negative Way............................................151
4.9% 33.2% 61.9%
14. IF YOU MET A DOCTOR/ TEACHER/LAWYER/GOVERNMENT EMPLOYEE WITH NOTICEABLE TATTOOS, WOULD YOU DOUBT HIS/HER PROFESSIONALISM? Answers and Percent Absolutely......................................................45 Possibility......................................................95 Not Relevance.............................................115 I have other view..........................................20 Other................................................................3
16.2% 34.2% 41.4% 7.2% 1.1%
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15. IF YOU WERE THE INTERVIEWER, WOULD YOU HIRE A PERSON WITH AN NOTICEABLE TATTOO? Answers and Percent Yes................................................................102 No...................................................................73 Depends on Circumstances......................93 Other...............................................................10
36.7% 26.3% 33.5% 3.6%
16. DO YOU KNOW ANYONE THAT HAS BEEN FIRED BECAUSE OF TATTOOS? Answers and Percent Yes..................................................................37 No.................................................................241
13.3% 86.7%
17. OTHER THOUGHTS? 1. I have heard of soldiers being dismissed by the army because of tattoos. 2. I would not hire a person with tattoos under the first impression. 3. Tattoos bring negative impacts on appearance. 4. Having a tattooed person representing the company lowers its image. 5. Tattoos are not natural. 6. People with tattoos are different from others. 7. People with tattoos are unqualified for being an educator. 8. People who decided to get a tattoo suggest that they are not responsible, and are weird and immature. 9. People with tattoos indicate that they are not taking care of their health, which puts the company at risk. 10. It may differ under various circumstances, but I prefer being neutral. 11. I don’t feel comfortable when I see people with tattoos. 12. Having tattoos represents unique personalities, and it is a way to express oneself.
yes: 36.7%
Depends: 33.5%
No: 26.3%
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“PEOPLE WHO DECIDED TO GET A TATTOO SUGGEST THAT THEY ARE NOT RESPONSIBLE, AND ARE WEIRD AND IMMATURE.” —AN ANSWER FROM THE SURVEY
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The Video Proposal About Tattoo Stereotypes THIS VIDEO IS INTRODUCING BACKGROUND INFORMATION REGARDING STEREOTYPES OF TATTOOS. IT ALSO PRESENTS THREE DIRECTIONS FOR SOLUTIONS.
Background introducing
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01 limited knowledge
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02 employment bias
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03 limited interaction
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策略 与开发
02
Strategies and Development
AS MENTIONED BEFORE, THE DIRECTION OF THIS PROJECT’S ACHIEVEMENTS HAS BEEN CHANGED TO CELEBRATING THE TATTOO CULTURE, WHICH EMERGED IN THE DEVELOPMENT PROCESS. OTHER THAN THAT, THIS CHAPTER FOCUSES ON SHOWCASING THE DESIGN PROCESS, INCLUDING THE STRATEGY.
Stretagies and Development 051
2020 MFA Thesis Project Process Book Topic Area Celebrating and fostering tattoo culture in China Outcome More awareness and acceptance of tattoos in China Audience Primary Audience: Chinese Young adults (21–35)
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Secondary Audience: Chinese adults (36–60)
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3
DIFFERENT BUILDING MEDIA EXPOSURE STYLES COMMUAND NITY ARTISTRY Insights
Showing images of tattooed people are banned from Chinese television. This limits the general population from seeing every day people with tattoos, contributing to historical negative stereotypes.
Many Chinese older adults consider tattoos to be unprofessional and confined to the lower social/economic class. This exchanging message makes the social norm, which is stereotyped, about tattoo more impressive.
Community amongst tattoo artists and tattoo fans are limited in China. They are dispersed in many different social media platforms. There is no good resource for discussions around medical policy, age limitation, conversation with parents regarding tattoos.
Strategies
Use media, other than television to increase exposure to images of people with tattoos, In a positive way.
Hosting a tattoo art exhibition show casing the diversity of tattoo styles and additional historical information.
Building tattoo culture online to promote: community, discussion, engagement, pride, and safety.
Deliverables
Campaign -3pt
Exhibition -3pt
Online Community -2pt
-Serial Posters
-Environment
-Promotional Video
-Graphic Material
-Social Media Account
-Catalog
-Website
Strategies and Development
Deliverables Strategy Chart AFTER COMPILING THE RESULT OF RESEARCH AND GAINING VALUABLE FEEDBACK, THE STRATEGY CHART HAD BEEN CREATED TO ACT AS A SUMMARY AND A DEFINITION OF THE FORWARDING DESIGN.
The tattoo’s art will re-frame the image of the tattoo in China, where it is currently misperceived as an obstacle to social acceptance and career success. In western countries, the negative stereotype of tattoos has mostly been replaced by an appreciation for the long, rich history of this art form. However, in China, especially among older adults, this antiquated attitude persists and is a source of misunderstanding, prejudice, and generational conflict. Therefore, tattoo art will utilize a range of graphic design strategies to create a more open-minded atmosphere concerning the aesthetics of this ancient art form.
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Deliverables
1
2
3
Campaign -3pt
Exhibition -3pt
Website -2pt
-Serial Posters
-Environment
-Promotional Video
-Graphic Material
-Social Media Account
-Catalog
Campaign Poster 1pt
Ad Video 1pt
Social Media 1pt
Exhibition 3pt
Website
Strategies and Development
Material Matrix ONCE THE DELIVERABLE STRATEGY CHART WAS IN PLACE, A MORE CONCRETE PLAN OF DEVELOPING AND DESIGNING DELIVERABLES TO ADDRESS EACH STRATEGY WAS PRESENT IN MOTION THROUGH THE MATERIAL MATRIX.
To have a more clear and concise idea on how to direct the thesis in terms of the deliverables, a deliverable strategy chart was drawn up to present the three main observation made given the context of the problem along with possible strategies to address each of the insights. For my topic, the strategies were broken down into current tattoo culture, proving the professionalism of the tattooed group and increasing the interaction of the primary target audience with tattooed group. Therefore, the strategies and deliverables were based around these three main insights.
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Mindmap
THIS MINDMAP HAD BEEN PRODUCED WITH SIX DIRECTIONS TO EXPLORE THE KEYWORDS FOR THE PROJECT. The six direction includes environmental, economic, politics, cultural, educational, and personal interests.
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Keywords SEVENTEEN KEYWORDS HAD BEEN SELECTED ACCORDING TO THE MINDMAP.
Some parents hold double standards on tattoo: they don’t have a stubborn view of the tattoo, but they won’t allow their kids to have a tattoo. Also, people prejudge women with tattoos more critically than men.
DOUBLE STANDARD AMBIGUITY Currently, tattoo art has a very ambiguous status in the art form. The mainstream culture disagrees about its position. However, it does have an amount of mass bass—there are a lot of people working related to this art form.
Strategies and Development
DISCRIMINATE
Discrimination is the final shape of the action of stereotype. In terms of the tattoo, people could be discriminate against tattooed people.
APPEARANCE The stereotype of tattoos is a form of judging people by their appearance. Also, Tattoos are not only for decorating the skin. People usually do tattoo meaningfully.
FORBIDDEN In China, many laws and policies forbid people who have tattoos to sit on some particular positions, such as the teacher, doctor, and government staff. The society is not ready to accept tattooed people as a serious job, such as the lawyer, the judge, and the president.
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THE RIGHT In China, people infringe tattooed people’s rights very often. Worse, tattooed people are too tired to be offended(usually they need to do more than others to prove themselves).
UNQUALIFIED There is a lot of tattoo artists who are learning a tattoo without a quality professional training process. Some of the tattoo studios have instructions, but they focus on commercial beneficial more than teaching with responsibility.
PERMANENT The tattoo is permanent, making people worried about future changes in their lives if they are thinking about a tattoo.
Strategies and Development
UNDERGROUND Tattoo culture belongs to underground culture, that means the tattoo share some judgment related to other underground culture, like informal.
OVERTURN Changing stereotypes and current situation of the limited tolerance of tattoos means the stubborn view, the outdated policy needs to be overturned.
CONSERVATIVE The conservative opinion exists not only in the older generation’s mind but also in part of the younger generations. That makes tattooed people faced with the same generation’s misunderstanding too.
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LOW STATUS One of the stereotypes is assuming that tattooed people have lower social status than the average, which are not well educated or without a fixed salary. It is a bad situation in the older generation’s view.
INFLUENCE Funny fact: The teacher does not allow to have/show tattoo in front of children due to avoid bad influence. That suggesting tattoo is a bad thing.
NORM The stereotype is one of the negative results of believing in social norms. The social standard is related to a significant population base. It also represents the majority opinion, even it is unfair.
Strategies and Development
COVERED People covered their tattoo to avoid been defined as breaking specific rules.
DISTINGUISH To improve the tolerance atmosphere of tattoo requires people to distinguish negative meaning tattoos instead of banning tattoo arbitrarily.
PROFESSIONAL People evaluate the professional of people who also wear a tattoo harsher than the same level people who don’t have.
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UI/UX Development Inspiration
quora Quora is a question-and-answer site where questions are asked, answered, edited, and organized by its community of users.
THE APPLICATION IS USED TO BUILD THE THIRD DELIVERABLE: THE TATTOO GROUPS COMMUNITY. TO BUILD THE TASK FLOW WHICH SERVES THE USER, STUDYING SELECTED SIMILAR FUNCTION EXIST APPS TASK FLOW IS A NECESSARY AND EFFICIENT PROCESS.
Strategies and Development Reddit is an American social news aggregation, web content rating, and discussion website. Registered members submit content to the site, such as links, text posts, and images, which are then voted up or down. The function of rating and discussion has been included in ThInk application. Zhihu is a Chinese question-and-answer website where questions are created, answered, edited, and organized by its users’ community. That function of invite expert to answering a posted question that I think is efficient and convictive to use in ThInk. Douban is a Chinese social networking service website allowing registered users to record information and create content related to film, books, music, recent events, and activities in Chinese cities. That function of sharing an opinion based on movies or books or music (necessary one particular one thing) is exciting.
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UI/UX Development Inspiration Screen-shot
Strategies and Development
STUDYING THE TASK FLOW: HIGHLIGHTING THE PRACTICAL AND VALID UI/UX.
The selected topic shows on the home page could be efficient for the user to browse the exciting content.
This is the search result page. The highlight of the crosswords of searching gives a chance for user brows quickly, and the brief of the question could explain more of the problem. However, visually, this heavy text content could make users lose patience while browsing.
The question page. There is a profile of users, makes user consider the reliability of their answers. Some icons are too small for older generation users.
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UI/UX Development Inspiration Screen-shot
The quick guide gives user tips in terms of being userfriendly. However, an icon could help to make the guide visually more attractive. “Add Anonymously” makes users have more privacy to asking questions.
After type in the question, the system automatically comes up with the topic, and the user could select the expert under the topic to invite them to answer this question.
If the topic that didn’t automatically include, users could type in the topic and add them to the question posting page.
Strategies and Development
STUDYING THE TASK FLOW: HIGHLIGHTING THE PRACTICAL AND VALID UI/UX.
After select all the filters, the question been posted without a noticeable notification, either could not find on the user page.
When the user reviews the posted question, users could also invite more experts to answer the question. Minimal visual is showing which page that users are looking at.
The content to review on the user page is too small, and the posted questions are not included yet.
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Inspiration Review THE REVIEWS PRESENT THAT PEOPLE ARE PAY IN TENSION WITH THE DETAILS OF THE ANSWER.
APPLICATION The reviews shows that people are pay in tension with the details of the answer.
WEBSITE Upvote/Downvote Users can rank answers based on how relevant or helpful they found the answers to be. Report Answer Users can report plagiarism, harassment, spam, factually incorrect articles, etc.
Suggest Edits Users make suggestions to improve an article by proposing changes to it.
Strategies and Development
Application
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General User Demographic The number of users increased dramatically in the recent few months, which shows that more people are willing to find more expert opinions and answers for particular questions. Overall, the users’ ages are within a wide range, which is a sign of the usability that is suitable for every range of age, which also an opportunity for my app. Also, the location is more at home and work, suggesting that users are parenting age which means the function and user flow hit my target audience’s preference.
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Application User Case 1
APP ACTIVITY Asking questions about getting a tattoo, conducting researches regarding health concerns. Checking if having a tattoo would hurt a career or marriage. Researching how many young people are carrying a tattoo, thinking about current employee police should change for border hiring range.
PAIN POINT Heavy text sometimes makes me lose interest to read. one line followed by another line, the leading is too narrow. that I think I would enjoy some break-up.
BACKGROUND Mrs.Huang is a Human Resources management of a cross board company that works with people from multiple cultures. Her daughter got a tattoo and she is not 100% support this due because of concern about her daughter’s future.
NEED STATEMENT As a parent of a tattooed girl and a mixed culture company HR, I want to know about this new culture. I want to know if society accepts tattooed women see how the social norm influences my daughter. Also, I want to know if other companies are hiring tattooed people so that I won’t lose the potential employee.
USER CASE In the family group chat, Mrs.Huang finds out her daughter shared an article link. The titles of that article show the content is related to some interesting facts of the tattoo. She clicked into that article finds out there are other parents who have a similar concern for their kids with getting tattoos. She decides to open the app ThInk which she downloads before under the recommendation from the staff in her company. Then she finds out the section of the app shows a ”Q&A” from other users. Such as other parents posted questions related to career concerns of tattoos, and she read lots of other content...
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Mrs. Huang User Case Information Age...........................................................51 Occupation...................HR Management Status........................Married / No Tattoo Income...........................................60k / Yr
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Alice Lee User Case Information Age..........................................................24 Occupation.............................Art Student Status.........................Single / 03 Tattoos Income............................................15k / Yr
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Application User Case 2 APP ACTIVITY
USER CASE
Sharing other user’s answers about the tattoo to alleviate her parents’ concern.
Alice is planning to get the next tattoo, meanwhile, she is really worried about how to discuss this situation with her parents. She googled it to see if there are any other young people have to deal with the same situation. She finds the app ThInk and downloads it. In this app, she founds out that there is a same question she has which already posted and answered by other users, the top answer has shown the parents major concern and a pretty good solution was provided with psychological acknowledge. She decided to discover more in ThInk.
Finding elder user’s opinions and share with her parents, try to convince them with other people’s opinions who are at a similar age with them. Having conversations with other younger users.
PAIN POINT It is hard to convince parents as their kids. I think my parents will be more respectful to another person’s opinions, maybe similar ages?
BACKGROUND Alice Lee is an international art student, she has 3 tattoos since she was 22. She is trying to convince her parents who think having a tattoo is a bad thing, which also not fit the social norm. She also wants to reach out to other young people who are dealing with a similar situation.
NEED STATEMENT As a tattooed person, I need to convince my parents it is no big deal so we can end this endless fight. I want to know if there are any elder people holds the open mind about tattoo, maybe their words will be more powerful than mine. I also want to know if there are any other people have better solutions.
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Application User Case 3
BACKGROUND Fay Lei is the owner of A tattoo store in Hangzhou. He has been a professional tattoo artist for over 10 years now, and focused on many different styles of custom tattoos.
APP ACTIVITY Answering the question related with tattoo posted by users professionally. Sharing the tattoo knowledge to advertise himself.
PAIN POINT Sometimes my parents hears negative feedback from their friend about me. A lot of my customer are asking similar questions about tattoo, I hope there are some place to let me answer those question professionally once for all.
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Fay Lei User Case Information Age..........................................................36 Occupation............................Tattoo Artist Status............Married / Heavily Tattooed Income...........................................45k / Yr
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Task Listing LISTING THE MAJOR TASK OF THE APPLICATION IS IMPORTANT TO DEVELOP THE COMPLICIT APPLICATION
TASK 1. Post the question “how will having a tattoo could influence the future career choice. ” And invite your experts to answer the question.
Strategies and Development
TASK 2. Search question: “How do I communicate with my parents about I want to have a tattoo?” and save in collection.
TASK 3. Find the saved answer of “How will having a tattoo influence the further career choice?” in user page and share it.
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Application Interview and Summary AFTER CREATING THE WIRE-FRAME OF THE APPLICATION, I INTERVIEWED THREE POTENTIAL USERS WHO HAVE QUESTIONS REGARDING THE FUNCTION OF THE APPLICATION AND THE PURPOSE OF INCREASING THE UNDERSTANDING BETWEEN THE OLDER GENERATION AND THE TATTOOED GROUP.
interview questions
1. Do you have tattoos? What do you think about having a tattoo? 2. Does your kid have tattoos? What do you think about them having a tattoo? 3. What do you know about the tattoo? 4. What kind of people do you think might have a tattoo? 5. What are you concerned about having a tattoo? (or what should others to concern?) 6. How you find out any other people’s opinions about something? / Did you hear any comments from other people regarding having a tattoo? 7. Did you having conversation with tattooed people? About what? / Why not? / What stops you from having a conversation if there are the reasons? 8. Do you think some particular occupation(teacher/doctor/lawyer/mayor) is acceptable for having tattoos? Why? 9. Thinking about my design goals, what problems do you see? What suggestions do you have to make better goals? What specific improvements do you think should be made?
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a.
Interviewee Information Name.......................................Michell Ma Age..........................................................25 Occupation....................Graphic Student Location............San Francisco, CA, USA Interview Date........................07/09/2018
1. Limited communication with her father about getting a tattoo and not planning talk directly with him about this situation. 2. Willing to share article links to her father. However, she doesn’t think he will download the app. 3. She shared a story of her friend’s situation, which the person who got a tattoo on the finger, and her parents are upset about it. 4. Her mother thinks her tattoo position is hidden well, so it does not affect her future career. 5. She thinks tattoos are acceptable with any occupation because that tattoo should have valuable meaning to that person.
b.
Interviewee Information Name................................Chiachi Huang Age.........................................................26 Occupation.................Graphic Designer Location...........San Francisco, CA, USA Interview Date........................07/09/2018
1. A tag would be beneficial for social media discovery instead of talking with other people directly. 2. Pictures will be helpful to attract attention to break out dense text. 3. The published content from the official account will be a base as a convincer to build more conversation. 4. A promoter could show some contrary truth, but a positive attitude or solution will be more convenient, such as adding other meanings.
c.
Interviewee Information Name..........................................Ying Liu Age.........................................................46 Occupation..............................Housewife Location.........Kunming, Yunnan, China Interview Date.........................07/11/2018
1. Generally, she doesn’t mind her daughter having a tattoo, but she will be upset if her daughter doesn’t discuss her before(currently, her daughter doesn’t have any). 2. She is willing to read articles in links, but even if she were aware that more information is inside the app, she still would not download it. 3. She thinks the tattoo is a happening new culture, but for the older generation in China, she can imagine why lots of them couldn’t accept that. In terms of the concern with the policy in China limits the occupation choices if people have tattoos. Also, she mentioned that one of the concerns is health, and there are no specific health or medical policies to supervise the tattoo process.
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Name and Identity Development CHOOSING A NAME FOR THE PROJECT IS AN ESSENTIAL PROCESS. THE BRAND NAME NEEDS TO EXPRESS THAT THERE ARE THOUGHTS AND EMOTIONS INVOLVED WITH TATTOO CULTURE.
The process of naming started by listing them. One of the names is InkMagination. It is the first name. Then the name changed to ThINK. “Think” represents the wish of people to think before judging, and “Ink” represents tattoos.
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Think+INK=ThINK This logo has two versions for different usage. Regularly use the first version, use the other version to meet the circumstances when the size of the logo should be small enough. The small version has bigger kerning to make the logo legible.
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Visual System Developing Process
The visual developing process had been extremely struggling since the strategy has changed. After several rounds of exploration, the concept finally settled. The atmosphere of the entire visual system is targeted to attract young adults. Thus, the entire visual system set to surround the underground visual feature. Using typography to dominate the visual, supported by pictures of tattoos to highlight the tattoo culture’s theme.
THE STEP AFTER THE NAMING IS HONING THE OTHER VISUAL ELEMENTS OF THE BRAND, SUCH AS THE COLORS, VISUALS, AND TYPOGRAPHY.
Strategies and Development
stage1 exploration
stage2 development
stage3 refine
stage4 remake
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ordinary (inked) individual
Helvetica Neue (T1) 46 Light Italic
ordinary (inked) individual
Helvetica Neue (T1) 55 Roman
ordinary (inked) individual
Helvetica Neue (T1) 65 Medium
ordinary (inked) individual
Helvetica Neue (T1) 83 Heavy Extended
ordinary (inked) individual
Block Berthold Extra Condensed Italic
ordinary (inked) individual
jinqiao jian laosong
普通人而已
Orator Std Medium
ordinary (inked) individual
Strategies and Development
Visual System Font and Typography
Building blocks of the visual system began with the typography associated with this brand. This was one of the most crucial stages because the project is showing a strong underground atmosphere associated with certain typography. A bold typeface combined with a thin font from the same font family creates a strong and modern style. This style is assisting in expressing a fashion-like visual to attract the target audience. After the typography, the area that is as important is color. The color needs to fit in the mood of the underground culture. Thus, black and white have been chosen as the primary colors. After settling the dominant colors, a magenta pink can act as a highlight to pop information out. The visual system’s final accompanying pieces were secondary colors, typefaces, the wordmark, photo style, and graphic element style.
THE MOST IMPORTANT PART OF THE BRAND WAS TO GET THE VISUAL SYSTEM IN PLACE. BY SETTING THE VISUAL SYSTEM, INCLUDING TYPOGRAPHY, COLOR, AND ICONS, THE AESTHETIC ATTRACTS PEOPLE TO HAVE THE URGE TO LOOK DEEPER INTO THE TOPIC. 093
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Visual System Color Palette
#e50055
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#ffffff Color Value
Color Value
C.........................0 R.....................229 M....................100 G.........................0 Y........................45 B.......................85 K.........................0
Color Value C.......................13 R.....................228 M......................38 G.....................177 Y........................20 B.....................183 K.........................0
Color Value
C.........................0 R.....................255 M........................0 G....................255 Y..........................0 B....................255 K.........................0
#e4b1b7
#000000
C.........................0 R........................0 M.......................0 G.........................0 Y..........................0 B.........................0 K.....................100
#e6e3d4 Color Value C.......................12 R.....................230 M......................10 G.....................217 Y........................18 B.....................222 K.........................0
#383737 Color Value C.......................78 R.......................56 M......................73 G.......................55 Y........................70 B.......................55 K.......................41
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Studio Photoshoots
Every section of the studio shooting had invited different models. Some of them are friends. Some were recruited by posted campus ads. Besides the photographs, personal tattoo stories had also been collected during the process.
TO SHOWCASE THE REAL PERSON AS CASES OF “PROUDLY TATTOOED,” SEVERAL STUDIO PHOTOSHOOTS WERE SCHEDULED AND PROCESSED.
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设计 与展示
03
Deliverables and Mockup Showcasing
AFTER PUTTING EFFORTS INTO THE DESIGN PROCESS, THE PROJECT HAD FINISHED. IN THIS CHAPTER, ALL THE DELIVERABLES WILL BE PRESENTED WITH THE EXPLANTATION AND PROCESS OF SELECTED DETAILS.
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D1 Media Exposure “ThINK Individual” Posters THE CAMPAIGN POSTERS ARE SERIAL POSTERS SHOWCASING INKED INDIVIDUALS WITH THEIR INTERESTS. ONE THING IN COMMON OF THESE PEOPLE IS THAT THEY ARE PROUD OF THEIR TATTOOS FROM A SPECIFIC PERSPECTIVE. THIS POSTER IS TRYING TO SHARE THIS IDEOLOGY THAT ENCOURAGES PEOPLE TO DISCOVER THEIR CHARMS WHILE CELEBRATING THAT THEY WERE PROUDLY TATTOOED. THE POSTERS ARE ALSO TRYING TO ATTRACT AUDIENCES TO JOIN THE COMMUNITY.
The title of the posters is “Ordinary Inked People.” Based on a previous research discovery, the public is having communication gaps with the tattooed group, and the reason for that is there is a certain “vibe” existing in the community. Using the words “Ordinary” can fill this gap and create common grounds for the audience. The detailed interest chart has been designed to imitate the product component label to enhance the message that tattoos are not the only focal point of people’s entire life. Yet, Tattoos have become a symbol of expressing their personality to the outside world. Thus, this poster also includes their thoughts regarding tattoo, which has been condensed in a refined sentence. The small text content on the left side of the poster using a typewriter font, which is trying to show that the poster is based on a real person’s story. All the information is designed to attract the audience into the stories and desire exploration. Additionally, the website link is also added on the poster for leading the audience to have the following actions on this project.
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D1 Media Exposure “ThINK Individual” Video THE ADVERTISING VIDEO IS SHOWING THE REVERSE SIDE OF A PERSON. THIS VIDEO IS AN EXTENSION OF THE MESSAGE SENT BY THE POSTER AND USES HUMOR TO GATHER THE AUDIENCE’S ATTENTION. THE WEBSITE LINK AND THE BRAND LOGO “THINK” ARE ALSO INCLUDED AT THE END OF THE VIDEO TO ENCOURAGE THE AUDIENCE TO TAKE FURTHER ACTION—CHECK OUT THE TATTOO EXHIBITION EVENT OR JOIN THE THINK TATTOOED GROUP COMMUNITY.
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think individual
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Tough enough to be scary
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Adorable enough to make you smile
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“ Nailed it anyway. ”
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ordinary (inked) individual visit think-the-thesis.com for dope events & people.
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D1 Media Exposure “ThINK Individual” Social Media Account “THINK INDIVIDUAL” IS A CAMPAIGN PROGRAM OF THINK. IT FOCUSES ON SPREADING AND SHARING THE ORDINARY TATTOOED PEOPLE’S STORIES. THE CAMPAIGN USES REAL PERSONAL STORIES TO ATTRACT THE TARGET GROUP GETTING INVOLVED IN EVENTS OR JOINING THE ONLINE COMMUNITY IN OTHER THINK PROGRAMS. The posted pictures’ design maintains a cohesive visual style with the poster design that could provide a united vibe to the audience. Every content in the posts is based on a real person and real stories that had been collected during the design process. These tattoo stories were collected for a different form of deliverables, which has been deleted in the following process.
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MICHELLE MA IS A GRAPHIC DESIGNER BASED IN SHANGHAI. SHE GOT HER FIRST TATTOO IN 2019 AFTER SHE ACHIEVED A MASTER’S DEGREE IN SAN FRANCISCO. SHE CHOSE THE MAY FLOWER AS HER FIRST TATTOO SINCE SHE WAS BORN IN MAY. HER TATTOO ARTIST WAS DAVID ROBBINSON, WHO FOCUSES ON JAPANESE STYLE LINE-WORK AND FLOWER TOPICS. #thinkthethesis #thinkindividual #tattooedgirls #tattooed #tattoo #tattoolifestyle #tattoolife #flowertattoo #graphicdesign #graphicdesigner #tattoogirls #tattoogirl #socialmediamarketing
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SUN IS A TATTOO ARTIST BASED IN KUNMING. HE HAD SEVERAL TATTOOS EVEN BEFORE HE BECAME A TATTOO ARTIST. HIS ENTHUSIASM PUSHED HIM TO PARTICIPATE IN THIS CULTURE DEEPER THAN BEING AN OBSERVER. WHILE HE DECIDED TO PRACTICE TATTOO ART, HE ALSO HAD AN IN-DEPTH CONVERSATION WITH THE FAMILY REGARDING THIS LIFESTYLE. EVENTUALLY, HIS CAREER STATUS PROVED TO HIS FAMILY THAT HE IS CAPABLE OF TAKING CARE OF HIS LIFE AS A TATTOO ARTIST. #thinkthethesis #thinkindividual #graphicdesign #tattooist #tattoolife #tattoolifestyle #tattooartist #tattooedguy #tattooed #fullbodytattoo #tattooart #tattoo #tattooes #socialmediamarketing #advertising
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NING @NSIYI_041 IS WORKING IN A PROFIT BILINGUAL YOUTH ART EDUCATION COMPANY AS AN ART TEACHER. HER STUDENTS ARE MAJORLY PRIMARY SCHOOL STUDENTS, AND SHE ENJOYS THIS JOB. HER FIRST TATTOO IS THE NAME OF HER PREVIOUS STARTUP BUSINESS, WHICH SHE LEARNED A LOT DURING THAT HARD TIME. A MEANINGFUL TATTOO FOR HER IS THE GERMAN WORD “OCTOPUS,” WHICH IS A MEMORABLE TATTOO FOR A PAST SERIOUS RELATIONSHIP. #thinkthethesis #thinkidividual #tattoolife #tattoolifestyle #tattooedgirl #tattooed #tattooart #tattoo #tattooes #socialmediamarketing #advertising #graphicdesign
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YU: “I HAVE ONE TATTOO ON MY LEFT ARM. THE TATTOO IS FROM SHOULDER TO WRIST. THIS IS MY FIRST TATTOO. I GOT IT TO CELEBRATE MY 36TH BIRTHDAY. I TOLD MY DAUGHTER THAT I WOULD GET A TATTOO. SHE ASKED ME TO ONLY MAKE A SMALL ONE. WHEN SHE SAW MY NEW TATTOO THE FIRST TIME, SHE TOLD ME THAT IT IS TOO BIG. BUT I TOLD HER THAT SHE CAN NOW RECOGNIZE ME FROM FAR AWAY BECAUSE OF MY TATTOO. IN GENERAL, PEOPLE LIKE MY TATTOO AND THE TATTOO ART STYLE. ” #thinkthethesis #thinkindividual #tattooedgirls #tattooed #tattoo #tattoolifestyle #tattoolife #flowertattoo #graphicdesign #graphicdesigner #tattoogirls #tattoogirl #socialmediamarketing 141
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D2 Tattoo Exhibition “The Body is the New Canvas� THIS EVENT IS A TATTOO ART EXHIBITION. THE GOAL IS TO ENCOURAGE THE GENERAL PUBLIC TO EXPLORE THE ART OF THE TATTOO.
There are two parts of this exhibition: traditional tattoo styles and new tattoo styles. The traditional part showcases three major tattoo styles: Chinese Traditional, Japanese Traditional, and New School. These three are the modern version of the original traditional tattoo styles. The new styles presented are the three most popular ones: Dot Work, Line Work, and Watercolor. The material designed for the events includes tickets, exhibition catalogs, advertising posters/banners, and the environment of the event.
Previous Process The design of the event combines a speech section given by celebrities with tattoos and the exhibition. According to that, the advertising poster used to attract people to the event by promoting these four successful individuals. These people are famous in their professional field: a doctor, an athlete, a lawyer, and a hero who saved four people in peril. All these people have at least one tattoo. They all made a well-known accomplishment instead of the unsuccessful image in the stereotyped image. Since the focal point had switched to celebrating the tattoo culture, this exhibition has been changed and now concentrates on showcasing the art of tattoos. That is also the reason why providing a professional art exhibition environment for the audience is essential. Based on this fundamental, the exhibition is designed to be modern and clean.
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D3 Online Community BUILD THE TATTOO CULTURE ONLINE TO PROMOTE: COMMUNITY, DISCUSSION, ENGAGEMENT, PRIDE, AND SAFETY.
Process There are two stages of the designing process of this deliverable. At the first stage, the online community is a QnA application. It is a bridge to link the older generation and the younger tattooed group together by asking and answering the questions on the app. The questions could be related to getting a tattoo, for instance, the influence of getting one; or even asking about the communication skills with family members regarding the tattoo. Not only an ordinary user could respond to the posted questions, but the user who posts this question could also invite experts in the tattoo industry or communication field to answer the problems as well. The other solution to encourage the communication between two groups is through sharing content in the application to other social media, which the older generation is more familiar with. After finishing the design of the application, functionality became extremely heavy and complicated. It is no longer a good platform for online communication. The communication includes both online forums and offline events (the official event is the exhibition and other events held by the community) with the real person. Therefore, the online community eventually settled as a website. The major function is still the forum under topics, for example, medical safety, age limitation, family community, which is a similar function of the QnA application. Also, a website is easier to reach for the audience.
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DEMO A. Content Component Type.........................................Application Major Function.....................Tatttoo Q&A Target Audience...........................Parents Date.........................................07/09/2018
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DEMO B. Content Component Type...............................................Website Major Function...................Tatttoo Forum Target Audience..................Young Adults Date.........................................08/09/2019
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LANDING PAGE
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FORUM
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EVENT
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ABOUT
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TATTOOS ARE NOT TABOO ANYMORE BECAUSE PEOPLE’S IDEAS WITH IT ARE CHANGING. CELEBRATING THE TATTOO CULTURE COULD HELP THE CHINESE PUBLIC TO HAVE A MORE OPEN-MINDED ATTITUDE ABOUT IT. THIS THESIS PROJECT HAS BEEN THROUGH A COMPLICATED AND STRUGGLING PROCESS. THAT IS BECAUSE THE CONCEPT BEHIND THIS PROJECT HAD SWITCHED TO DIFFERENT PERSPECTIVES SEVERAL TIMES. THE BIGGEST MISTAKE THAT WAS MADE IN THE PAST PROCESS WAS FORCING AN IDEA TO THE MINDS THAT ARE NOT OPEN TO IT. THE RIGHT WAY TO CHANGE PEOPLE’S MINDS SHOULD BE PERSUASIVE AND GENTLE, OR EVEN TRICKY: ENCOURAGEMENT IS A BETTER SOLUTION TO CHANGING MINDS RATHER THAN “CORRECTING” PEOPLE. THE EXPERIENCE OF WORKING ON THIS PROJECT WILL BE BENEFICIAL IN MY FUTURE CAREER: SENDING THE RIGHT MESSAGE IN THE RIGHT WAY.
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总结 与影响
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COLOPHON PHOTOGRAPHY Viego Yuge Liu PRODUCTION Blurb.com, Printing and Binding MATERIAL Image Wrap Matte Finish, Cover; Proline Uncoated #100, Text SOFTWARE Adobe Creative Cloud SCHOOL Academy Of Art University CONTACT Viego Yug Liu +1.415.606.6850 viegoyugeliu@gmail.com viego-yuge-liu.co
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普通人 而已 MFA Thesis project process book 2020
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