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S&D - SubCulture (Visual Management)


Visual Culture

Focus Group

? A social science tool used prevalently to conduct market research; organized discussions with a limited number of participants, led by a moderator. ? A qualitative exercise because they allow researcher to understand the opinions and attitudes of the respondents.

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Observational Research

? The systematic process of viewing and recording human behaviour and cultural phenomena without questioning, communicating with, or interacting with the group being studied.

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Demographics
? Demographics are collections of statistical data that describe a group of people or a market segment. ? It generally include information on a variety of quantifiable cultural, economic, and social characteristics. ? By grouping people into segments based on demographic variables, researchers can use the collected data to create hypothetical profiles. ? Common demographic variables include: age, gender, sexual orientation, household size, personal income and family income, education, race and religion.

? Researchers study demographic data to clarify their understanding of the needs and motivations of individual market segments.

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Psychographics

? Psychographics is a quantitative tactic used to measure subjective beliefs, opinions, and interests. ? It can help researcher gain valuable insight into the opinions and preferences of the groups being studied. ? Psychographics can be used for problem identification or problem solving; best used in the early phases of the design process in conjunction with demographic research, ethnographic research, and personas. ? Example: opinions, religious beliefs, colour preference, movie tastes, musical tastes, personality traits, lifestyle choices.

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Web Analytics

? Sometimes referred to as Web statistics or technographic research; a form of quantitative analysis that uses concrete metrics to track user behaviour online.

? Web analytics can provide designer with a lot of information about users’ viewing habits; where they come from, which pages being visited the most, how long users are staying on those pages, how long they stay at the site as whole, which times of day people are looking, and the bandwidths they are using to connect.
? These info may help designer when thinking about where and when to run ads, based on whether the site is most commonly viewed at work (highspeed connection) or at home (possible dial-up modem).

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Colour Theory / Predictions
? Colour psychology studies the effects that colours have on human behaviour. ? Colour perceptions are frequently based on shared experience and cultural association. ? Designers should be sensitive to the cultural perceptions of their target audience; for example, in many Western countries black is evocative of death, whereas in many non-western countries death is represented by white. ? By studying basic colour psychology and researching colour trends, designers can use colour to help support their concept. ? Designers can choose the most appropriate colour palette for a project based on preliminary research findings that illuminate the target market and colour trends.

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ALL RIGHTS RESERVED No part of this document may be reproduced without written approval from Limkokwing University of Creative Technology

Personas

? Personas are fabricated archetypes, or models, of end users; it identifies user motivations, expectations, and goals. ? Although personas are fictitious, they represent the needs of real users and are developed through traditional research processes.

? Personas are created using several sources of information, including ethnographic research, focus groups, and demographic data.
? A brief description is then created to flesh out individual attitudes, behaviours, environmental conditions, goals, personal details, and skill sets.

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Visualization

? Visualization is a rapid prototyping tool that designers use to make concepts easily understood. ? Visualization techniques help designers examine form, concepts, or even usability. ? Visualization can help the designer/researcher avoid potential misconceptions with both clients and members of the design team. ? Using visualization as a part of an iterative design process allows for earlier testing and reduces the risk of going to market with a product that does not resonate in the market or meet the needs of the end user.

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Sub-Culture Concept

? A social-cultural formation that exists as a sort of island within the larger society ? Meaning; systems, modes of expression, lifestyles ? Developed by groups in subordinate structural positions in response to dominant or larger systems ? Reflect the group’s attempt to solve contradictions rising from the wider society

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Significance of Sub-Culture

? Extension to larger culture ? Opposition to larger culture ? Solution to structural dislocations ? Offering symbolic elements to construct identity ? Majority of youth pass through life without significant involvement in deviant subcultures

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Elements of Sub-Culture

? Relatively unique values and norms ? A special slang not shared with society ? Separate channels of communication ? Unique styles and fads ? Hierarchy of social patterns ? Receptivity to charisma of leaders

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Youth Sub-Culture Features

? Features include style/fashion, language, music, rebellious symbols, identity
? Class/family and youth subcultures ? Working class -- more of gang activity, more emphasis on fashion

? Middle to upper class – more of special interest such as sports, computers, smart cars, sound system
? Music and youth subcultures ? Groups can be identified with specific music genre: hip hop, hippies, black metal

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Sub-Culture Provides…

? They offer a culture, from which can be selected certain cultural elements such as style, values, ideologies and life style.

? These can be used to develop an achieved identity outside the ascribed identity offered by work, home or school.

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? ? ? ? ?

Male, 30 Videographer Lives in France Enjoys cycling Has over 1,000+ true friends on Facebook

? ? ? ? ?

Female, 19 College Freshman Lives in the US Enjoys poetry Youtube herself every now and then ? Has two cats; Scratch and Spin

? Male, 26 ? Stylist for a youth culture magazine ? Lives in Japan ? Enjoys E-bay hunting ? Designs his own T shirts

Journal Assignment

? Pick a sub-culture ? Include overview/background story

? Create 2 personas; male and female
? Include 1 page filled with visual representations ? Compile in an A4 journal

? To be submitted next week!

? Do NOT bind; staple them together!

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Referencing

? Referencing is a standardised method of acknowledging sources of information and ideas that you have used in your assignment in a way that uniquely identifies their source. ? Direct quotations, facts and figures, as well as ideas and theories, from both published and unpublished works must be referenced. ? Referencing is necessary to avoid plagiarism, to verify quotations, and to enable readers to follow-up and read more fully the cited author’s arguments.

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