Intercultural Design

Week 1 - Week 7 (10/02/25 - 21/03/25)
Felice Jolin (0373636)
Design Principle / Bachelor of Design (Hons) in Creative Media


TABLE OF CONTENT

Instruction 

Lectures

Project 1 - Proposal

Project 2 - Data Collection

Final Assessment – Final Project 

Feedback

Reflection

Documentations 


INSTRUCTION

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LECTURES

Lecture 1 / Week 1

Week 1 the lecturer briefed us about the module and project one. Then a short lecture of introduction to intercultural design.  

- Visual is a medium that has a persuasive way to provide us with information around the world.

- Informative visual design help better understanding.

- Human process visual faster than words as word is less attractive than image. Appealing design interest people more. 

- Visal culture is beyond textual meaning and the purpose is to interact with people. E.g. Toilet symbol (casual icon that interpret easy meaning)

- Visual are everything that can be seen. However, we cannot say nature is a culture, except it's given name and representation. E.g. A tree is just a tree until it gets a significant culture for it. (Bodhi Tree, it's given name because Buddha is said to have attained enlightenment under that tree. (source)

- Visuals that are created by human has function and content to communicate purpose. 

- How we perceived visuals can be different. 


Fig 1.1 Visual

Some of us gave our opinion during class. There were ones wwho said it "It is not a tree", "It is a tree, the hands looked like leaf and branches". 

- Visuals that effectively convey message as below. 


Fig 1.2 Visual
I could tell that the origin of this logo is a beauty product brand where the tree represent organic.

- Tatto is to express and symbolize many meanings such as recognition, mark of victory, ranking, record of journey, etc. 

- Designers need to be aware of cultural, symbolism and context differences to create a design that can be accepted by diverse audience. This is to lessen misinterpretation for audience. 

- Design Significance 


Fig 1.3 Design Significance

Artefact is the first thing we see.
Norms and value are when our brain try to associate the meaning and its purpose. 
Next, we make basic assumptions.
Below is the example appllied.


Fig 1.4 Design System

- Tool is any visual seen. Technology could be anything we see online. We can either see the artefact first or the meaning first. 

- It is also discussed during class what is the problem for the design below.


Fig 1.4 Angpao Design

Artefact: Angpao
Problem: No red color that symbolize luck

Next, we are to form group and lecturer divide us into 1.5sem design student, 2.5 sem design student and student from other courses. He told us to work together with people from different background in order to better explore and work as a team. 

Lecture 2 / Week 2

KL design festival 2024  (Everyday Design).

  • How design influences your lifestyles? Do you collect things that are designed to your liking (e.e. shoes/phone case). 
  • Everyday design include signage, zebra crossing that have function but not used well.
  • Designer should be more flexible, but with good research and fundamental.
  • Authenticity,we seem to reproduce what is alreaddy in the internet. 
  • Everyday design in bussiness, e.g. kian for furniture. 
  • AI can be used but understanding deeper design instead of just copying.
  • Bungkus made bags, pouch from plastic bags.
  • Abadi MT (1987) a typeface designed by Malaysian.

KL design festival 2025  (Everyday Design).

  • They introduce CMYK*L which means see my KL, it's the combination of cmyk and KL colours. (e.g. petaling street)
  • Every city has its own identity through colours. The icon of KL (the twin towers).

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PROJECT 1 - PROPOSAL

Everyday design involves observing and analyzing design elements that is closely integrated with our daily life. While these designs may not be extravagant or iconic, they significantly influence both cultural and functional aspects of society. Make 3 preliminary ideas with individual rationales on how to express your interpretation using design language.

 
 Fig 1.5 Proposal PDF
 
 

 Fig 1.6 Proposal Video
 

PROJECT 2 / DATA COLLECTION
 
We are required to collect visual, oral, textual and tactile artefacts that would be part of the research materials for the ideation in Project 1. Data collection could be in any form, observation study, interview, 
online or physical l research  on material with relevance to the theme and our research objectives.
 
 
 
Fig 1.7 Data Collection PDF
 

FINAL ASSESSMENT / FINAL PROJECT

Document and present our research and experiences of this project through Tiktok Page. Using this platform to record, reflect on, and creatively showcase our interactions, observations, and insights into everyday design. The goal is to connect with a broader audience by creatively presenting cultural topics and everyday design through short-form videos.
 

  Fig 1.8 Final Presentation PDF 

   Fig 1.9 Final Presentation Video
 

FEEDBACK 
 
Week 3
It is important to how does the packaging used as a vehicle of cultural awareness. The rationale is about logo/package design becomes a messenger as cultural awareness. Then outcome can be anything, reimagine this item or this logo or typeface from other culture, or just a documentary how this apply in other culture, in Asian or Western culture, also depends on how you document it. 

Week 5
Put the picture that has written information in the slides with larger size. If the output is video documentary, make sure it is within 30-40 seconds, 1 brand can per part or more, and you need to know what to put in the video.
 

REFLECTION

Throughout this module, I have come to appreciate the importance of culture in daily life. Doing research and exploring culture together with my teamates, we have realized that everything around us reflects cultural influences each brand has their own cultural aspects and history.  

From the data collection that our team conducted, I also notice that designs plays a very big role on how to attract customers. From the product and packaging to the store design, every detail matters and help build customer's loyalty. 

During the process we have some difficultly of some teamates didn't cooperate well, however, we were able to manage it and give our best to the final work. Second challenge is when we inititalluy wanted to interview all the brands we reseached but couldn't, we were just able to interview 5 out of the 8 brands, so we should think of other alternative to do with the 3 brands which we do further research, thankfully my teamates agree on it and we can continue smoothly.

Overall, now I have a deeper appreciation of how designs are in everyday things, it is not just simply an art, it always has a meaning to convey and through a long process of research and ideation, a creative work is produced and seen by audience. Now I could be more aware and observant of the cultures that I could see in my daily life.

 
 

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