Concept Development | Interviews
It was really interesting this week hearing about the way the industry professionals develop their ideas and even sometimes radically change them because of new information. It really reminded me of the importance of being flexible and always open to new ideas and sometimes developing current ideas to the point that they are almost unrecognisable.
I found it particularly interesting when Torsten Posselt from FELD told the story of rebranding the Reebok reception area. He went on to say that he consulted with the team at Reebok then ran with his idea of deconstructing the logo and spreading it across the area before it comes back together at the end. He created visualisations and renders before being told when he presented to the CEO that this was not the solution he hoped. As someone who has been a designer for 6 years, I know how soul crushing this can be - when you are convinced your idea is the perfect fit then, someone swoops in and tells you they don't like it and you need to change it. However, Torsten goes on to say that he went back to the drawing board then came up with something even better.
This makes me think of the last couple of weeks of this course - I came up with an idea I thought was really good - to have an AR phone game encouraging people to visit the archive. However, I had a tutorial with Harriet who, (in a much nicer way) advised me to go back to the drawing board and think outside the box. The ideas I came up with after that I think were far better and less obvious. Between this lecture and the value of that tutorial, I have really been reminded how important it is in design to be flexible and take advice.
How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world
This was some really interesting reading [1]. I was really interested in Helmut Krone talking about logos - until now I had never even considered there was an opposing opinions to the need for logos. Krone sais "I've spent my whole life fighting logos. A logo says 'I am an ad, turn the page'. While I do fundamentally agree that when something looks too corporate, people are less likely to pay attention I do think logos can be an important part of a brands identity. I think from this section, I am definitely going to take away the fact that I should question things more and not just accept something because that is the way it has always been.
I also enjoyed reading about all of the different projects in this book, especially The Cathedral Church of St John the Devine in New York City. I thought the combination of classic gothic typeface with modern messages really makes it successful and eye catching. I think the infusion of humour into something usually so serious, religion, shocks people into taking notice. I love the way Pentagram capitalised on this and went totally against the grain with the marketing of a church. This made me think that I really need to think outside of the box with this science museum project and do something that is not expected.
Redefining Reality with Geoffrey Lillemon
I didn't find Geoffrey Lillemon a particularly engaging speaker and I don't think the graphics were really my taste. That being said, I did like the theories behind his work - adding a punk attitude to modern design. [2]
I also really liked the idea of using old school video games to show a speculative future - this ties into my research showing nostalgia is a strong trend at the minute as people want to feel comfort in something old. I find the idea of using something recognisable and comfortable to show something brand new and different really exciting. In design we are always looking for something new, a way to communicate that is different to how it's been done before. But there could be value in using old methods of communication to say something new - it has the recognition of something people are comfortable with but while saying something different.
Joel Beckerman: Designing With Sound
It was really interesting hearing what Joel Beckerman had to say about using sound as a starting point for design [3]. It is not something I had really thought about before but hearing his perspective opened my eyes to the possibility of sound in design. I had no idea that hearing is the quickest sense to react - I would have assumed it was sight. This is solid reasoning for the need for sound as an integral part of practice.
The part where Joel was talking about the sound in hospital was particularly interesting. Hospitals are scary places, if something like sound can make people feel more comfortable and less anxious, this can only be a good thing. By changing the constant beeping and technical noises to something equally as informative but less alarming, will surely encourage healing and be an effective way to utilise sound to have a positive impact on people's health.
This video taught me that I need to look outside my comfort zone, I go straight for drawing and a more illustrative approach. This could be the time to look into something I am less comfortable with and really push the boundaries of what I think I can do.
Marcello Google Creative Labs
This talk from Steve Vranakis at Google Creative Lab was really interesting. I love hearing about all of the big projects that google have coming up - especially the ones that sound speculative but are actually a reality like the driverless cars. [4]
If someone would have said 10 years ago that driverless cars were going to be a realistic possibility now, I never would have believed them. This is super exciting to me because that is what design is all about in my eyes. Pushing the boundaries of imagination and possibilities. This makes me think of the Space X promise to land on Mars by 2024 - it seemed almost impossible before Space X started launching the reusable boosters and making incredible steps towards this goal. It's amazing what can be achieved in such a short space of time, as both Space X and Google have proven.
I love the point that Steve makes about how creativity will always trump tech - tech may be the way things happen but we need creativity to have the vision to imagine these things in the first place - it all starts with creativity.
Workshop Challenge
This week you will select and develop one initial design concept and conduct relevant research to gain a fresh insight.
Review your initial ideas and reflect on the feedback and comments made by staff, peers and engagement with your target audience.
Select one initial design concept, which you think will successfully answer your chosen project brief. Announce your preferred concept on the Ideas Wall.
Research design thinking, potential formats (print, digital, environmental), traditional and new media, emerging technology and innovative production methods to gain a fresh insight into your project direction.
Add relevant company and project links to the Ideas Wall and upload a post onto your blog to evaluate how your research will help gain a fresh insight into your project plan and help reach your target audience.
Develop your design concept and post your innovative design thinking on your blog. Add a blog link onto the Ideas Wall, for peer discussion.
Feedback
Feedback was absolutely essential to me this week. I had a tutorial with Harriet after coming up with the idea above. I think previously I have had a habit of making the first idea work for me, it's quite rare I go completely back to the drawing board. However, speaking with Harriet made me realise that in this instance I was just going with the most obvious idea, a game. We talked it through and she really helped me see that I could do better than this idea.
This also reminded me that I want to do this project differently than previous projects. I want to take everything I haven learned so far and make this project the best one I have done so far, and being safe isn't going to do this. After my tutorial I realised I needed to push this further and really step outside of my comfort zone.
After my tutorial with Harriet and the feedback I received, I decided to do a crazy 8 sprint.
From my crazy 8 design sprint I decided to develop a couple of the ideas further - one of them being a subscription box with a model you have to search for on the archive before painting it and filling out the info card. I presented this idea in my week 8 crit and received really good feedback. Harriet said this was a far more innovative idea than my first and I had really pushed my ideas further since she last saw them. This has definitely given me the confidence I needed in this idea.
Other people in the crit commented that they had never seen something like this before and they thought people would really like something they could do as a family every month. One concern raised was not everyone who likes science might also enjoy painting, which I am going to think more about in the design development phases - maybe it doesn't have to be something you paint, it could be something you build or something you interact with in a different way. This is why these feedback sessions have been so important and useful at this stage of the project - they allow you to see things through potential consumers eyes which is invaluable.
Communications Team Workshop
I decided to get my team at work together and gather their feedback about this project. I thought they would be the ideal people to ask as they are aged between 21 and 37 and are all experts in different areas of communication, from social media, to PR and marketing. Here is what they said:
Are you interested in Science?
Yes!
Yeah and my son is too so I like doing science-y things with him too
Yes but not too complicated
Have you ever signed up to a subscription box?
Yes, Birch Box, although I cancelled it after 6 months
No but I would if it was something I was really interested in
Yes, I signed up to a kids activity one
Yes, mainly makeup ones but over the pandemic I had a crafty one that was a different craft every week which was cool.
If you cancelled it, why?
Because it was expensive
Because they started repeating the things they put in the beauty box
Because I had more products than I needed and it was just piling up
My free trial ended
I want to design a science subscription box for the science museum. It would have a model of something from the archive in and you would have to find it on the archive so see how to paint it. You would also get information about the item to open after you've found it. What do you think of this idea?
I like it, I think you would have to be sure there was a direct correlation between people who like painting and people who are interested in science as they don't necessarily go hand in hand, Is there something more generic you could do that wouldn't require the same levels of interest?
I agree but I think it is a really unique idea and such a great way of getting people onto the archives. I love the idea that you have to be a detective and find it before you can complete the task.
I love it! I think that would also be a great way of engaging people on social media - people could buy the year subscription for a present and know they had something to show at the end of it.
You need to think about how to give people the information - what's to say thy won't just open the info and not go on the archive? Maybe in the next box you get the info about the previous piece?
Does this mean people can't sign up midway through the year or would you then just start from the first box?
Way better than the app you told us about!
All of my feedback sessions were invaluable this week, I got some great insights into how people would think about the subscription box and also possible problems that I hadn't spotted yet. Both my crit and my interviews were overwhelmingly positive and this has given me confidence to take this project forward.
Initial Design Concept
The concept I am going with is for a science subscription box. Each week the person will receive a box with an all white model and blank info cards. They will then have to find the item on the archive to see how they need to paint their model. There is also a scratch off clue sheet included for people who need help finding it. I have added it to the ideas wall and I am awaiting feedback.
Research
Subscription Boxes
The Curiosity Box
"Want a box brimming full of science and engineering experiments, linked to the primary science curriculum, delivered every month? Order the Curiosity box for the inquisitive 4-6 year old in your life! They’ll be having too much fun to notice that they’re getting a head start in science! See below examples of themes you would receive.
You’ll receive an adventure poster in your first box and collectable stickers to add with each new box. Fill your poster and receive a professor of Curiosity badge!" [5]
The Curiosity Box brings STEM to families and classrooms. I couldn't find any science subscription boxes for adults just for kids so I definitely think there is a gap in the market. I really need to think about what I will put in this box as others seem to have a lot of different things in.
I have researched subscription boxes in all different categories and found out:
27.4% of Brits were signed up for a subscription box in February 2019.
UK residents spend an average of £2 billion on subscription box services every year.
The average spend on a subscription box in Great Britain ranges from £7.5 to £30.
Food is the most popular subscription box category in Britain.
Netflix is the leader among entertainment subscription services.
British women are more likely to sign up for subscription boxes than men are.
Londoners account for the highest percentage of subscriptions.
47.2% of Brits bought a subscription box based on a recommendation.
The biggest problem for UK subscription businesses is “churn”.
The UK subscription market is expected to grow 72% by 2022 across all categories. [16]
Example subscription boxes
Packaging Processes
[7] [8] [9] I found it really interesting looking into all the different production methods for a box like the Science Museum one I am designing! I have come to the conclusion that it needs to be sustainable. This is really important not only because of the current state of the world but also because the Science Museum Group have an extensive sustainability policy so it would align with their values nicely. In their sustainability plan, they state
Our programme on climate change and sustainability will focus on how science and engineering has led in the past and is driving current technological solutions to tackle climate change.
If I could carry this through to the subscription box I am designing I think it will fit in as a product from the science museum group and have a positive impact on the environment.
[10] [11] [12]
[13] I chose to research mushroom packaging, kraft paper, reusable boxes and biodegradable packaging further. It was really interesting to look into the processes and learning scientifically how they are made.
I think my favoured process at the minute is mushroom packaging because it is a brand new, innovative technique for essentially growing your own packaging. I think this fits in well with the science museum ethos.
The Model
Biodegradable Plastic
Simply put, bioplastic is a type of plastic made out of renewable, plant-based material or from another biological source which isn’t petroleum-based. Bioplastic can also be a plastic that is biodegradable, meaning it can be broken down by water, carbon dioxide or microorganisms when composted, with this process happening in a matter of weeks rather than months.
They’re used in a wide range of items from single-use products like packaging, bags, bottles, straws, containers and cutlery to non-disposable items like phone casings, medical implants, car insulation and plastic piping. [14]
I could make the model out of biodegradable plastics as they can be painted with biodegradable paint. This would be a great way of keeping the entire box biodegradable and better for the environment. This would also be a great selling point and if people are interested in science to the point they are ordering the box, there is a fair chance they will be interested in climate change and positive environmental action. I will use further audience research to see the correlation.
Lego
After talking to my target audience, I realised that there could be a way to open the subscription box up to more people - so they don't have to have an interest in painting as well as science. Lego could be a great solution to this - a lot of people like making lego and no specialist skills are required. In my research I found the following:
The LEGO Group today unveiled a prototype LEGO® brick made from recycled plastic, the latest step in its journey to make LEGO products from sustainable materials. The new prototype, which uses PET plastic from discarded bottles, is the first brick made from a recycled material to meet the company’s strict quality and safety requirements. [15]
This really makes me think Lego may be the best way to go with this project - it would be recycled and easier to build. I could have the instructions on the archive for people to find before they build. They could also then fill out the information on the info sheets to keep with each piece. This would also mean there is a possibility to attach them all together at the end.
Concept Development
Summary
I found the content this week on the whole interesting, the reading especially gave a great insight into different projects and how people develop their concepts. I love hearing about other designers methods and figuring out what I can learn from them. The Cathedral Church of St John the Devine in New York City was my favourite of the projects and there is definitely something to be learned from the whimsical nature of the project and taking a chance with a client you think may not go for it.
I found the research I did this week very informative and interesting - looking at environmentally friendly solutions is something that is becoming more and more necessary and having a product that doesn't harm the environment is essential to be successful in the modern climate. I also feel like this week of concept development helped me evolve my ideas, especially after holding a workshop with the communications team from Catch22. It helped me to think in a different way and see that painting a model may not be the end goal of this - lego could possibly be a better fit as it means no extra skills are necessary.
Overall I think I had a successful week and learned a lot from engaging with stakeholders - something which in the past I have definitely taken for granted. I'm looking forward to developing this idea further because I feel like I have a strong foundation to make a successful project.
References
[1] Beirut, M. (2015) How to use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world, London, Thames & Hudson
[2] AWWWARDS, (2018) Redefining Reality with Geoffrey Lillemon, Creative Director of W+K's Department of New Realities. Available at: https://www.youtube.com/watch?v=AUuTjsbNvpk&feature=youtu.be
[3] 99U, (2019) Joel Beckerman: Designing With Sound. Available at: https://vimeo.com/343057666
[4] Glug, (2019) Marcello Google Creative Labs. Available at: https://youtu.be/LdCBnqbCtm8
[5] Curiosity Box. (2021). Subscription Boxes. Available: https://curiosity-box.com/. Last accessed 17/11/21.
[6] Thillinc. (2021). SUBSCRIPTION BOX PRICING: EVERYTHING YOU SHOULD KNOW. Available: https://thillinc.com/blog/subscription-box-pricing/. Last accessed 17/11/21.
[7] Panasonic. (2021). Sustainable Manufacturing. Available: https://www.panasonic.com/uk/corporate/sustainability/sustainable-manufacturing.html?utm_source=google&utm_medium=banner&utm_campaign=sustainable_manufacturing&utm_id=558682132286. Last accessed 21/11/21.
[8] Jerelyn, A. (2021). 7 Sustainable Packaging Trends for 2021. Available: https://www.packagingdigest.com/sustainability/7-sustainable-packaging-trends-2021. Last accessed 21/11/21.
[9] Weavabel. (2020). 6 Sustainable Packaging Trends To Watch Out for in 2021. Available: https://blog.weavabel.com/sustainable-packaging-trends-to-watch-out-for-in-2021. Last accessed 21/11/21.
[10] Magical Mushroom. (2021). BioProcess. Available: https://www.magicalmushroom.com/manufacturing. Last accessed 21/11/21.
[11] King Home Packaging. (2020). Sustainability – For The Products. Available: https://kh-pack.com/sustainability-for-the-products/. Last accessed 21/11/21.
[12] Ecovative Design. (2021). MycoComposite. Available: https://ecovativedesign.com/mycocomposite. Last accessed 21/11/21.
[13] Greenfield Paper. (2021). Our Paper. Available: https://www.greenfieldpaper.com/our-paper.asp. Last accessed 21/11/21.
[14] We Do Act. (2020). All You Need to Know About Bioplastic. Available: https://www.wedoact.com/en-gb/weblog/ecoblog/all-you-need-to-know-about-bioplastic/?cid=uk_search_google_what_is_bioplastic_exact_wedo_uk_google_generic_extend_ecoblog_exact&gclid=CjwKCAiAnO2MBhApEiwA. Last accessed 22/11/21.
[15] Lego. (2021). The LEGO Group reveals first prototype LEGO® brick made from recycled plastic. Available: https://www.lego.com/en-us/aboutus/news/2021/june/prototype-lego-brick-recycled-plastic/. Last accessed 22/11/21.
[16] Atanasovska, B. (2021). UK Subscription Service Statistics for 2021. Available: https://dontdisappoint.me.uk/resources/lifestyle/subscription-box-statistics-uk/. Last accessed 8/12/21.
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