Intercultural Design : Task 2_Field Study
26.2.2024 - 8.3.2024 （Week 4 - Week 5)
Ruthlene Chua Zhen Si 0365222
Bachelor of Design (Honours) in Creative Media - Intercultural Design GCD 61304
Task 2: Field Study
Task Jump link
- Lectures -Link to Task 1
- Instruction
- Task Requirement
- Field Trip
- Observation Study
- Interview
- Data Collection
- Feedback
- Reflection
Instruction
Task Requirement
We will engage in a process of gathering data related to culture pertinent to the theme and research objectives. It must gather visual, oral, textual, and tactile items to serve as research materials for Project 1 (proposal) ideation. All gathered items and materials must be documented, accompanied by relevant information including type, purpose, symbolism, cultural/historical background, and other pertinent details based on the nature of the item.
- Data Collection Method
- Observation study
- Interviews with relevant stakeholders
- Visual research (both physical and online sources)
Field Trip - Observation Study
Week 4 Osaka Study Trip
To have a successful research trip in Japan focusing on supernatural beliefs, we need to plan well. This means figuring out where we'll go to study these beliefs and making sure we gather all the information we need during our trip. We'll visit places like museums, temples, and street markets to learn about local supernatural beliefs and gather data for our assignment.
During the trip to japan, our mainly focus places are Osaka and Kyoto
Observation Study
Below are some packaging designs which we found during the trip, it was inspired by local yokai themes:
- The adorable toys depicted in the image are known as Daruma dolls. They are Japanese tumbler ornaments and toys designed to mimic the seated posture of Bodhidharma, the founder of Zen Buddhism. The Daruma, now a symbol beyond religion, represents luck and resilience with its round features. The packaging reflects this with vibrant colors and cheerful illustrations, connecting its cultural significance to the joy of play.
Figure 1.0
Packaging design incorporating Daruma dolls
- In Japanese culture, raccoons are known as "tanuki," symbolizing resourcefulness due to their playful and mischievous nature. While not traditionally classified as yokai, they are considered lucky in Japan and are part of Japanese folklore. The decision to incorporate raccoons into packaging is inspired by more than just their adorable appearance.
Figure 1.1
Ceramics featuring the appearance of tanuki
- The image below showcases a biscuit packaging design with a fox motif. In Japan, foxes are referred to as "Kitsune," and their cleverness and mystical attributes are highly valued in Japanese folklore. The packaging design reflects this by portraying supernatural creatures in an adorable manner, demonstrating a harmonious fusion of cultural heritage and creativity.
Figure 1.2
Packaging featuring a "Kitsune" design
Interview
In addition to researching packaging audits related to yokai, we conducted interviews with local individuals to enrich our understanding of yokai culture authentically during the trip. Gathering insights from them, we sought their opinions on yokai and solicited suggestions for yokai designs to ensure our future creations align more closely with public preferences.
For the greatest stroke of luck, we have team members (Rachel Yeo) with the special ability to speak Japanese fluently, greatly assisting us during our interviews with the public.
- First Interview - (Interviewer: Rachel Yeo; Interviewee: Nakmura Yuki)
- Questions:
- The three most classic yokai and the stories of it?
- When did you start to get in touch with the culture of yokai? How did you know about it?
- Where can we find a lot of yokai things in Osaka?
Figure 1.3
Group member photo with the interviewee-Ms. Nakamura Yuki
Link to the Interview Videos : Click here
- Second Interview - (Interviewer: Rachel Yeo; Interviewee: Nakamura, Mayumi Tokaido shiko, Yamaka Machiko)
- Questions:
- List the yokai that you know about it.
- When did you start to get in touch with the culture of yokai? How did you know about it?
- Would you be interested in packaging with Yokai theme?
Figure 1.4
Group member photo with the interviewees- Ms. Nakamura, Ms. Mayumi Tokaido shiko, Ms. Yamaka Machiko
Link to the Interview Videos : Click here
Week 4 Online Visual Research
In addition to drawing inspiration from real-life encounters, we also gathered packaging information about yokai through online visual research. There were a lot of visual images on the internet, but a few stood out to me because of how engaging they were. These included pictures of decorative pottery, bento boxes, snack packages, and other things.
Figure 1.5
Online visual research - Yokai elements decorative pottery, bento boxes, snack packages
Week 5 Data Collection
We conducted a survey focused on the Design System, asking targeted questions to gather valuable insights( Basic Assumption ) & ( Norm and Values)
Survey Form:
Information in demographic form- respond of google form
The responses from the Google Form reveal a keen interest in packaging design inspired by yokai culture. Participants express preferences for designs reflecting Japanese folklore, with an emphasis on cultural symbolism and themes.
They value aesthetic appeal, favoring cute, detailed, and visually appealing designs. Additionally, there's a desire for limited edition or exclusive packaging, along with symbolism or meaning incorporated into the design.
Overall, the feedback highlights the importance of cultural resonance, aesthetic appeal, and exclusivity in packaging design to effectively engage consumers.
According to the survey results, the bento box infused with yokai creatures emerged as the most preferred product for purchase. In conclusion, we have decided to design a cute bento box incorporating various yokai elements while integrating Japanese bento culture.
Bento Box Design Sketches
After gathering information from the specific demographic form, our team collectively decided to create sketches based on the insights gathered. We then voted on the best sketches, which we will further refine and improve upon. Ms, Noranis highlighted its popularity in Japan, especially for picnics, underscoring its significance and alignment with our project goals.
Figure 1.6
Sketches of Bento Box
Following feedback from Ms. Noranis, we have devised a solution to blend the outer design of sketch 3 with the inner design of sketch 5. Additionally, we plan to incorporate a hexagonal shape into the bento box to create a more engaging and intriguing design. We presented a design to Ms. Noranis that integrated "kawaii Yokai" motifs and employed demon shapes as dividers for the food compartments.
Colors of Yo Bento:
Figure 1.7
Front Cover
Figure 1.8
Inside the Cover
Figure 1.9
Bento Box Final Sketch
Online Consultation- Data Collection Presentation (ppt):
Feedbacks
Week 3
Ms. Noranis assigned us the suggestion of touring Osaka's museums or temples in order to get ideas for our research on the creative presentation of yokai snack pleasures inside the food packaging concept. She encourages us to think of creative ways to include aspects of traditional Japanese culture in our food presentation.
Week 4
Ms. Noranis was amazed by one of the group memebers, Rachel's interviewing style with local Japanese people during the online consultation, especially the way she emphasized the need of having discussions in Japanese. She encouraged us to advance our exploration into the realm of bento boxes. She also asked that we further develop and broaden our ideas further by adding more sketches for a more thorough conception.
Week 5
Ms. Noranis given our bento box sketches great feedback, praising our creative use of hexagonal forms and demon heads as separators. We were encouraged to proceed with mock-up by her suggestion to create more visual representations of our design thoughts, which increased our confidence in the project's direction.
Reflections
Experience
This task required us to gather information either through travel across Japan or do online research. I chose the former option, ensuring to meticulously plan our routes to obtain diverse and comprehensive information. This involved exploring museums and temples, among other locations. The field trip to Osaka was particularly impactful, providing firsthand exposure to the intricate and captivating yokai-inspired packaging designs.
Engaging in real-world experiences was invaluable to me as it allowed for a deeper understanding and a lasting impression. Experiencing and discovering things firsthand facilitated the application and mastery of research skills. Each interaction with local individuals during interviews offered a unique learning opportunity. Their reactions and insights enriched our understanding, providing a deeper cultural perspective compared to information found solely online. This human touch added an element of fun and authenticity to our research endeavors.
Observation
We were able to figure out the complex interaction between tradition and modernity that is deeply rooted in Japanese society via diligent observation and investigation. Important market insights were obtained via our poll on design preferences, which included characteristics like minimalism and kawaii. The bento box was the most popular product among the several possibilities, drawing in responders with its appealing appearance and cultural significance. This finding demonstrated the longevity of traditional Japanese cooking techniques in the face of shifting customer preferences.
Findings
The chance to go on a research trip to Osaka and Kyoto was the most insightful experience I had while performing this assignment. When I got back, research was much simpler and more insightful than it had been using internet resources. From a personal standpoint, I think that seeing a foreign culture personally stimulates more creative thinking and evokes deeper emotions than boring internet study.
Every step of the process requires careful analysis and correct information gathering since it directly affects the finished product and the artistic process. Our study emphasizes the value of cultural sensitivity and authenticity in product design, highlighting the ways in which cultural objects may transcend national boundaries and foster understanding across cultural divides.
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