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VisualSummary_Dharam.pdf
1. Unit 1 learnings:
Understand, assess and
evaluate my practice
through the application of
visual research methods.
> Research/Visual Research
> Analysis Tools
> Visual Experimentation
I applied these visual research
methods and analytical
strategies to my work in a
variety of occasion to arrive
at possible outcomes.
In my Visual Summary, I
demonstrate my ability to
engage in critical reflection
of my work considering the
principles; I exercised many
of these tools in practice to
generate content of this unit.
Duration of
the Unit eight weeks
4. Visual Research
Book Study:
According to (dictionary.com,
2017) dictionary definition,
research is ‘persistent
and methodical inquiry or
investigation into a subject
in order to discover or revise
facts, theories, applications’.
In general soul purpose of
the research is all about
engaging with the searching
methodologies to finding find
new knowledge. Whereas Visual
Research is more related to
design, according to (Noble and
Bestley, 2011) visual research
authors ‘ visual reseach is
a practice based not on the
search for answers but on the
quality and manner of how the
questions are asked. Therefore
visual research is more than
just a working process but an
outcome in its own right.
Further, in the book Ian and
Russell clarify that how the
field of visual research fitted
within the practice of graphic
design and in their teaching
experience over the last
decade how they practically
tested many of the visual
research methodologies.
Study of this book had given the
understanding of the various
aspects of the visual research,
and the case studies share in
this book were the testimony
for the effectiveness of the
methodologies. Furthermore,
the book has provided me
with the understanding of
research methodologies, a
wide range of practical and
theoretical applications, an
introduction to field research
methodology which is, in fact,
an analytical and a practical
tool for graphic designers.
CASE STUDY 02:
Emotionally Vague
In this study participants were
asked to record visually, how and
where they felt certain emotions.
In this research, participents were
invited to choose a pen and mark
onto the image where and how
they experience specific emotions.
In this research data collection
also recorded personal information
on the participants, further
the visual information sorted
and arranged by age, gender
and nationality. Finally, visual
information was assembled
to identify the location on
participant’s bodies where
they felt those emotions, and
colour and direction that they
associated with the each feeling.
5. Idea Searching
Book Study:
In the book (Bramston, 2009)
‘Idea Searching’ author tells
us, idea searching requires
all of the senses and ideation
should not be a specifi activity.
The idea generation is a
continual process of observing,
listening and recording. In
some sense, inspiration is
everywhere, all the time and
everything could be a source
of inspiration. What we need
is eyes to see, ears listen and
contemplate on the subject.
In the initial stages of ideation,
it is important to explore all the
possible ideas and suggestions.
It is necessary to identify
the potential in thoughts and
ideas, push their bondarise.
Individuals who lack the
courage to take the risk with
their ideas will continuously
to follow the mediocre path.
However, Idea search is
obiviously a continual
process of forming possible
solutions and refining the
outcomes. An individual should
always be on the lookout
for a thought catalyst.
This book has helped me
to understand different
pathways for ideating and
how to observe and record.
Another important thing I
learned about idea bagage,
Cultural Influence
(Bramston, 2009 p 76)
The term ‘culture’is slightly
obscure and is frequently subject
to different interpretations; it
relates to objects, social interaction
and behaviour. It is important to
recognise that an accepted custom
in a particular culture. A better
understanding of different cultures
and practices will substantially
improve the creativity in design.
such as preconceived notion,
can become a mental hurdle.
Having an open mind helps
thoughts to emerge naturally.
6. Brainstorming
(Bramston, 2009 p 14)
An idea can strike you anytime,
but it can also be brought into by
doing some exercises. It is always
thought that the development of
an idea starts with a brainstorming
session. In general, people believe
that the brainstorming exercise
quickly leads to the concept
or idea generation, but on the
other hand, such practices rely
on individuals who are having
experiences in related subject of
the brainstorm session. Only those
with the previous understanding
of the subject knowledge could
contribute much better direct or
indirect manner to the overall
session. The development of
an idea could start much early;
It can take its fulfilment stage
once there is a suitable verbal
or visual catalyst. It could be
useful to consider brainstorming
session as a platform to releasing
experiences and stimulating
the imagination for ideas and
further concept direction.
Inspiration: rubble
(Bramston, 2009 p 28)
A building reclaim yard can
serve valuable inspiration for
unconventional approaches to
design. It is important to think
about objects with an open
mind and study how they may
influence an idea or concept
rather than just considering
it as construction rubble.
Taking objects out of context and
exploring their inherent conceptual
power of the wreckage objects can
lead to exciting developments that
break away from the ordinary and
routine ideas. Sometimes irregular
examination of items within the
reclaim yard can provide a useful
stimulus for conceptual ideation.
It is critical not just exploring
distinct teams, but keenly look at
the relationships of the items in the
manner these rejected artefacts
are set out. It’s reasonable
that everything is noted, both
physically and mentally.
Play
(Bramston, 2009 p 140)
Play within the design is an
important aspect, through play
that social barrier can be taken
down, the process becomes much
more engaging, the participant
would understand and develop
without inhibitions. The nature of
the play, suggests that things are
kept simple, and complications
are mitigated. If a complication
arises, play questions and looks
for alternative rule or approaches
so that progress can be achieved
and the process can be enjoyed.
Solving ideas through play
means things aren’t too serious
and thoughts can be thrown
away easily or investigated from
different viewpoints. Play exercises
allow things to be taken apart,
reassembled and taken apart again
so that ideas can be examined.
Starting Points
(Bramston, 2009 p 138)
I was at a local bar with a friend,
brainstorming on some ideas
using napkins. By the time we
were getting ready to leave we
had a whole stack next to use and
wondered: “Wouldn’t it be great
if there was a way to keep them
somehow together?” That thought
never left my mind and a few
weeks later the Napkinsketchbook
was born.” - Fridolin T. Beisert
An idea is simply a starting point,
a point that may be the beginning
of a proposal, but it will need
to be examined, scrutinised and
challenged at every juncture before
it is considered as a solution. If the
initial idea survives the scrutiny
of the evaluation process, then it
could evolve into a final solution.
Often a primary idea is confused
with a final solution. It is simply
an indicator or a glimpse of what
might be the final solution.
Scrapbook
(Bramston, 2009 p 46)
A scrapbook is an important
but most of the time ignored its
importance in idea generation
process. The scrapbook should be
developed continually with visual
representations, collected items
and other artefacts of interest.
there is a only rules that collect
anything and everything that
strikes a creative chord. The aim
of the scrapbook is to catalogue
memories and experiences
so to catalogue memories.
the scrapbook requires continual
care and maintenance to ensure
that sourced information does not
get damaged and that emerging
areas of interest are represented.
Idea searching
Book Study:
Searching for ideas is a
process that involves many
ideation methodolgies.
Generaly it is understood
brainstorming is often
considered as the initial
stage in ideation but mater
of the fact ideation process
begins much earlier.
This book has helped me to
discover the ‘idea searching’
approach strategies followed
by many of the leading design
practitioners from various
fields from product/industry
designers to garment/fashion
designers, communication
designers to Architect.
Another learning from
chapter observation; which
is explaining the importance
of ‘observation’ and how it
enable a designer to come
up with innovative solutions.
Moreover, the section specifies
‘not to watch but observe,
how do a person interacts
with his/her environments and
do they make alterations to
products that were intended
to be used in a particular
way?’. No observation, no
stimulation, no imagination.
7. (Pikaland.com,
2008)
(Author
obsessed,
2012)
How to be an Explorer
Book Study:
According to (wired.com,
2008) article, the role of an
explorer, to witness and record
the world. It is the act of the
documenting method that we
learn thereby why things are
the way they are. The explorer
attitude is important because
it helps us to define what
attract us, what drives us, what
make us passionate about life,
in which new directions we
might want to go. Either you
approach it from an artistic or
scientific viewpoint, there is
much to explore and examine.
Artists and scientists
investigate the world around
them in similar ways, by
inspecting, gathering,
recording, analyzing, and
correlating. In her captivating
book (Smith, 2011) author,
encourages readers to partake
in exploring their world,
My learning from the book,
after understanding few
methodologies suggested, I
started collecting items and
thoughts mostly acquired
from investigating my
surroundings, which led into
an entirely new world.
When we were kids, we all
had this explorer tendency;
but lost when we grew up.
The book rekindles the lost
explorer in me; it is a highly
thought-provoking book.
There are several exploration
methods, all of them could
contribute to enhancing my
sensibility towards objects
and subjects perception.
Keri Smith suggests, ‘observe and
document the world around you
as if you’ve never noticed it before’.
Take notes, gather stuff you find
on your travels, record findings.
Once you picked sufficient stuff,
spent time in notice patterns,
copy or trace. Focus on one
object or subject at a time and
record what you are attracted.
10. PURE
RESEARCH
Research because:
research
R
e
s
e
a
r
c
h
M
e
t
h
o
d
o
l
o
g
y
Interim
outcomes
M
o
r
e
R
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s
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a
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M
o
r
e
R
e
s
e
a
r
c
h
M
o
r
e
R
e
s
e
a
r
c
h
APPLIED
RESEARCH
I have a problem, I need
to solve it.
Problem
(brief)
R
e
s
e
a
r
c
h
M
e
t
h
o
d
o
l
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g
y
Iterative
Analysis stages
T
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s
t
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f
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R
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o
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(
o
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o
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)
EMPIRICLE
RESEARCH
I have observed
something, I wish to
study it.
Problem
(initial observation)
R
e
s
e
a
r
c
h
M
e
t
h
o
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x
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q
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(
o
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)
Evidence-based
reflection
DEDUCTIVE
RESEARCH
I have a conclusion, so I
need to support it hence
I want to conduct
research.
Idea
(conclusive)
R
e
s
e
a
r
c
h
M
e
t
h
o
d
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Data-Gathering+
formulation
I
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a
t
a
-
s
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C
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R
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o
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(
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v
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)
Theoretical learning of
research methodologies:
Research methodologies bring
with them distinct terms that
are useful to the designer
in describing what is taking
place in the graphic design
project. A notable portion of
research methodology phrases
brought from outside the field
of graphic design. Principally
borrowed from associated
disciplines that have a long
tradition of reflection and
debate. Various methods
borrowed from linguistics,
communication studies,
philosophy and social sciences.
These fields have given useful
terms and definitions that
designers have been able to
use more descriptive language
for the design process at work.
(Noble and Bestley, 2011, p.16)
Broadly four research
methodologies such as pure/
basic research, applied
research, empirical research
and deductive research seeped
into graphic design, All four
serve effectively depending
on the nature of the project
brief. However, all four research
methodologies have a definite
purpose of their existence; they
will serve best if we understand
them and apply appropriately.
By definition, pure/basic
research is a systematic study
conducted towards creating
higher knowledge/understanding
of the fundamental aspects
of phenomena. This study
does not seek to solve any
intended problems, but to
increase knowledge, add new
insights to the given field.
Whereas applied research
behaves exactly opposite to pure
research, it’s intention is to solve
practical problems. Therefore,
applied research is a sort of well-
organized inquiry comprising the
practical application of science.
On the other hand, according
to (Psychologyresearchhelp.
wiki.usfca.edu, 2016), empirical
research is based on observed and
measured phenomena, that propels
knowledge from actual experience
rather than from theory or belief.
However, deductive research
(Research Methodology, 2016),
examines a known theory and
tests if that theory is valid in
a given situations. It has been
remarked that “the deductive
approach follows the logic most
closely. The reasoning begins
with a theory and starts to a
new hypothesis. This new theory
is put to the test; the results
eventually lead to a confirmation
or a rejection of the hypothesis.
Looking at the nature of
my Waterloo project brief I
determined most appropriated
research methodology
could be ‘Applied Research.’
Hence I followed the cycle of
investigation methodologies,
testing, reflecting and outcome.
11. What is Design Brief and
its signification:
Jacob Cass (JUST™ Creative,
2008) writes, Whether you
are a designer or a client, an
appropriate design brief is one
of the most crucial factor in
guaranteeing that a project
is successful. Further, his
article tells how to write an
effective design brief that
will be both useful to the
client and the designer. In
some sense, a design brief is
essential to any design project;
it will supply the designer
with all the data needed to
carry on the design task.
A design brief should
fundamentally focus on the
results and outcomes of the
design and the business goals
of the project. It should not
try to deal with the design
aesthetics; it is the designer
responsibility to make sure
highest standards of aesthetic.
Furthermore, the design brief
also enables designer/client to
concentrate on exactly what
they want to achieve before any
work commences on the design
project. In a nutshell, a good
design brief will assure a high-
quality design that meets all
the needs, provided the project
assigned to the right designer.
A brief should precisely answer
following questions to be a
useful tool. Such as what is
the nature of business? What
are the goals? why? Target
audience/market? What copy
and pictures are needed?
What are the specifications?
What Is Your Budget? What
are the timelines/deadline?
The currently used communication
(table tent card) device, which
hasn’t been effective in influencing
customer and asking them to
change their behaviour towards
pigeons in the premises.
Brief:
What is the nature of company?
- What is the nature of service?
Network Rail into rail services, to the addition to that the company operates and
maintains Waterloo station.
- What is history of the company?
In 2002 Network Rail took over as owner and operator of Britain’s railway
infrastructure.
What is the goals?
- what is the purpose of the new design project?
This project is mainly concentrated on maintains issue of the Waterloo Station,
specifically related to the pigeons. The primary objective is to build awareness for
the ‘Benugo’ restaurant customers, not to feed the pigeon.
What are you trying to communicate and why?
- The objective is to build awareness?
Building awareness among the customers ‘what risks pigeon could pose to human
health.’ Hence not to feed birds in the premises.
-Total reinvent the proposition or only updating and make it more efficient?
The current Placard (table tent card) design is not communicating the ‘Health risk’
proposition. Therefore new device has to be created with delivering the new position.
Target audience/customer?
- Target audience?
All ‘Benugo Cafe’ customers
What copy and pictures are needed?
- What copy requirements in the design?
Text must communicate health risks posed by pigeons proximity to human; All the
four diseases such as Histoplasmosis (signs of the illness include flu-like symptoms
with chest pains, fever and fatigue among them). Cryptococcosis (a lung infection).
Psittacosis (symptoms from mild flu-like illness to pneumonia) and Toxoplasmosis
(reveals itself in the form of skin problems like roseola) are most common illness
could spread if pigeons aren’t kept in control.
- What pictures/images to be used?
Do not feed pigeons logo, Network Rail logos and images of the four diseases.
What are the specifications?
- What size?
Print area shouldn’t exceed A3 paper size
What Is Your Budget?
45% more will be spent compare current placard (table tent card)
12. Primary Research
findings:
Primary research is all about
sourcing raw materials that a
designer directly works with
in relation to research for the
given project. Primary research
approaches might include
marketing strategies, such as
audience surveys or interviews,
or the direct testing of
potential visual solutions with a
real audience in the real world.
My field of study subject is
‘pigeon in Benugo premises
and possible human health
risk.’ Therefore I conducted
three interviews, one with the
Benugo attendant, another
with Benugo customer third
one is the pest controller who
is a hawk handler, serves twice
a week at Waterloo station.
Primary research majorly
involves the collection of
first-hand data by interviewing
with stakeholders. It is often
undertaken to gain the
insight into an issue by asking
questions and by interviewing.
Hence questionnaire method
of data collection becomes
powerful tool to obtain
information about the subject,
as well as questionnaire helps
in focusing the respondent’s
attention on all the major
issues of the subject. However,
this survey method has
many advantages, but there
are few disadvantages also.
One such disadvantage
can be questionnaire itself,
which does allow to tap
the intuitive responses.
01
03
02
01. Interview with the Benugo
restaurant staff member
02. Interview of the Benugo
restaurant customer
03. Interview of the Waterloo
pest controller (Hawk handler)
13. Primary Research
findings:
What is your job responsibilities in ‘Benugo’ and how
long have you been serving here in this shop?
- Responsibility: Taking care of this shop with my four more colleagues.
- Area of service: Mainly coffee and snack food served to eat in
Do you see ‘pigeon’ in the Benugo premises as a problem?
Yes/No factual reasons: Yes, they eat food, create
a mess, they might spread diseases too.
Yes/No emotional reasons: People scared of
they snatching food from their hand
Does customer complain about the pigeon in the shop premises?
Yes, No and Not bothered: Very few complained, many don’t
complain in general thinking its Waterloo station authorities
issue, and some don’t mind it pigeons being around them.
Give me some example the nature of problems faced by
your customers due to the pigeon in the premises?
How often: maybe weekly once or twice
Kind of trouble: Some customer finding it difficult to see pigeon approaching
for their food, flying over their head and fear of poo on the table, etc
How you typically deal with such situations when customer
complaints about the pigeon snatching their food?
When customer’s food is snatched: we replace their
order, considering its shop’s responsibility.
Angry/disturbed customer: request not to be away from the
food. Otherwise, the pigeon will snatch the edible items.
What are the main reasons for the existence of the
pigeon problem in this coffee shop premises?
Pigeon existence in the Waterloo station: reason could be shelter
Pigeon existence in the Benugo: main reason is for food they come.
What are the measures have been taken to address the pigeon issue?
By Benugo: by not keeping dustbin, the reason is such dustbin
could become a hub for pigeons to source their food. Table placard
with a piece of advise message saying NO TO FEED. And cleaning
table more often so that no food residual left in the premise
By Waterloo authority: Pest control measures are taken
to control pigeons such as ‘Hawk’ service.
Benugo Coffee shop staff interview:
14. Primary Research
findings:
How often do you visit this coffee shop
- how many times in a month: mostly three to four times
- Which time you visit(morning, afternoon or evening):
mostly afternoon some time in the morning.
Your primary purpose of visiting Benugo?
- coffee: sometime if I am visiting in the morning or evening
-food: when I visit afternoon I take food and coffee
-other reasons: In a case of I need to wait for a train
for a longer time I hang out in Benugo.
Do you see pigeon presence in the Benugo presence as a problematic?
Yes: Ya,I think it is a problem, i don’t like pigeon on my table or near
by while i am eating, they could effect our health indirectly.
No: If I am having coffee from my take away cup in general I
don’t feel disturbed or worried by pigeon presence
Have you noticed any insident of customer worried
about the pigeon in the premises?
Yes: Somedays ago a person was sitting on next table eating his sandwich and
waiting for his coffee. The moment he heard his coffee call he left his sandwich
on the table to fetch his coffee, by the time he returned to his table his sandwich
was stolen by the pigeons and the food spread all over the table and floor.
No:
What are the reasons for the pigeon exists inside this Waterloo premises?
Reasons: for shelter
Do you believe pigeon be the cause for health and hygiene issue?
Yes: I am sure because I read there are many diseases
which could easily spread from birds to human.
No:
How to fix the pigeon problem?
Benugo’s responsibility: Maybe making sure no food residual left on the
table by constantly clearing and cleaning the tables. Instructing their
customers not to feed or entertain pigeons in the premises.
Waterloo Authority Responsibility: They must follow stringent pest control regime
Interview with Benugo customer:
15. Primary Research
findings:
Hom many time in a week Hawk service is provided in Waterloo station?
-Number of times: 2 times in a week
-How many hours: 2 hours
Why do you believe this is the best solution to pigeon problem?
-because less costly: yes in away
-because less harmful: we can say so
-because the natural solution: definitely using the natural cure
How effective is this solution? How to improve? What would be that?
-Yes: many be more often using this service
-No:
-why: maybe it help to fix this pigeon problem totally
_______
Interaction with Network Rail staff.
Pest control steps taken?
-Some measures: One of the major pest problem faced by Waterloo
station is the pigeon, to control birds we have contracted pest
control company. The company handles the issue by hawk patrols,
laying out bird spikes and by installing Hawk decoys.
What problem pigeon bring to the station premises
and their travellers and worker?
-Problems for the station: pigeon poo in one of the reasons for metal beams
erosion and another reason is it pose a threat to the cleanliness of the station.
-Problems for the passenger: fear of pigeon poo on the passenger.
-Problems for station staff: due large number of pigeon presence in the
premises, there is a constant need of cleaning the floor is required.
Hawk Handler Interview:
20. (seattles
travels,
2011)
(Control,
2017)
(londonpigeons.co.uk,
2013)
01. Unhealthy effects of
pigeon on human health
02. Trafalgar Square Pigeon
problem solved, case study
03. All about London’s Pigeon
04.Pigeons, a part of
popular culture.
01
04
02
03
(SLATER,
2014)
Secondary & Tertiary
Research findings:
Secondary research could
begin once we decided our
‘field of study’ by looking at
existing research already
undertaken in the area and
used to support the designer’s
research. Secondary research
might include already published
surveys and interviews with
similar audience groups,
and the investigation of a
series of successful visual
communication strategies
which falls under an
approximate subject area.
Further, we can conduct
tertiary research, which
is fundamentally based
on secondary sources
and what others have
undertaken. A review of
the existing knowledge and
trusted methodologies.
Ian and Russell (Noble and
Bestley, 2011, p. 20) writes,
design experimentation and
investigation and applied
design thinking is increased-
allowing ideas effectiveness
and usefulness to inform.
Further, they point out about
Ronal Barnett’s book ‘Higher
Education: A Criticle Business
(1997)’ which discusses the
essential idea in this tradition
in the western university is
that it is possible to critique
action so that we can produce
more enlightened or more
efficient forms of action.
22. Pigeon Effecting
Human Health:
Pigeons are everywhere in the
Waterloo station and known
by a lot of people as ‘rats with
wings’. Some people might find
it a harsh word for this lovely
bird. However, pigeons are
considered as pests and can
transmit some deadly diseases.
Bird control measures are
regularly taken by authorities
to try and control the rapid
increase in numbers. Pigeon
are descended from rock doves
the feral pigeon family has
adapted well to living in the
cities, adjacent to humans. The
problems for disease happen
when density levels of birds are
very high with droppings and
feathers collecting at roosting
sites. These toxic piles contain
a few well-known diseases that
can affect the human health.
On my secondary research,
I try to look for those very
common diseases which could
quickly spread and causes
health issues. The revelation
of this research led me to
believe pigeons are serious pest
issue; it has to be dealt with
caution. According to (Control,
2017) article, four diseases
such as Histoplasmosis (signs
of the illness include flu-like
symptoms with chest pains,
fever and fatigue among
them). Cryptococcosis (a
lung infection). Psittacosis
(symptoms from mild flu-like
illness to pneumonia) and
Toxoplasmosis (reveals itself
in the form of skin problems
like roseola) are most common
willness could spread if pigeons
aren’t kept in control.
24. (trekearth.com,
2016)
(visitlondon.com,
2016)
(dailymail.co.uk,
2009)
Trafalgar Square
Case Study:
As Andy writes (McSmith, 2010)
in his article, Ten years ago,
no one spends time around in
Trafalgar Square unless they
had a tolerance of pigeons.
That time the Square was
known for Nelson’s Column,
four metal lions, and a flock
of pigeons so dense that a
child could get lost in crowd.
According to the video:
Amazing West End say, ‘Ken
Livingstone was elected as
London’s first Mayor, in 2000,
he was prepared to invest
£25m in making the capital’s
most famous square a more
attractive place to assemble’.
There have been several
methods followed to address
the issue, most effective
one was the introduction of
hawks to scare pigeons off.
However, some believe that it
was a costly affair. According
to (Rowley, 2017) article, Mike
Tuffrey, leader of the Liberal
Democrat said: “A hawk that
costs the taxpayer more than
£50,000 a year was a huge
amount. Alternative ways must
be found, such as nesting
prevention and chemical
contraception in the feed.
Harry Mount (Mount, 2009)
mention in his article that
‘The purpose introduction of
the hawk was not to kill the
pigeons, but to disperse the
bird’s flock, and that’s what
hawks do very efficiently.
This reseach had given me
understandings of problems
related pigeon can be solved
by following certain preventive
methods and involving the
public to support the case.
The Harris Hawk (dailymail.co.uk,
2009) , native to the southern
states of the U.S. and it was the
perfect bird for this type of work.
But he doesn’t come cheap. Last
week, it emerged that his services -
four hours a day, between 6.30am
and 10.30am, plus transport from
his Essex roost and the chicken
titbits used to keep him sweet -
cost almost £50,000 a year
The hawks were introduced
in 2003
Hawks works for 4 hours a day
Works between 6.30am &
10.30am
Costs almost £50,000 a year
The number of pigeons
decreased from 4000 to 120
25. Pigeons can see
millions of different
hues and have
better colour vision
than most animals
on the earth.
26. A Ten Years Study
About Pigeon:
According to (Taylor, 2013),
Pigeons have equipped to
evolve and outsmart many
other species; they have
successfully immigrated
various parts of the world and
settled become part of those
places - wherever people
can be spotted pigeons can
be found. However, many
people see these adorable
creatures as rats with wings.
Pigeons also demonstrate some
capacity for object recognition
ability. The experiments show,
once the food is shown to a
pigeon and then sneaked under
a small cardboard carton, have
revealed that many times they
remember where the food kept!
Another survey finding
confirms that pigeons exhibit
an inclination for foods which
have high saturated fats,
such fats are rarely found
in their natural intake of
seeds. Hence they are more
attracted towards junk food.
Pigeons are highly adaptable
and are usually happy to eat
almost anything. One of the
trends observed in the last 25
years is that the food of pigeons
in London has become more
diverse; particular pigeons now
eat a wider array of food items.
This research had provided
me ample amount of factual
information about pigeon
in London. There diet to
behaviours and a favourite
food item to the cognitive
ability of the pigeon.
Research shows
that pigeons are one
of only 6 species to
be able to recognise
themselves in a
mirror...
(Taylor,
2013)
An average day in a pigeon life...
28. Pigeons are a part
of the popular culture:
According to (Penne, 2015)
article, Pigeons had played
a significant role in the war
one and two. Due to their
homing ability, they were
oftentimes used as military
messengers. The pigeon’s job
was unsafe. The enemy soldiers
frequently tried to shoot down
pigeons, understanding that
discharged birds were carrying
important information.
According to (Jerolmack,
n.d.) ‘How Pigeons Became
Rats from hero’s statuse:
The Cultural-Spatial Logic of
Problem Animals’ writes that
pigeons are a problem in cities
throughout the world. In UK,
Europe and USA, businesses
thrive by contracting with
local governments to control
this “pest.” Numerous cities
have illegalised pigeon feeding
to control their numbers
and the problems linked
to them from diseases to
the property damage.
A phrase commonly used
to represent the popular
dislike for pigeons is “rats
with wings.” While pigeons
have been a part of city life
for thousands of years (Levi
1963), this problematic framing
is a recent phenomenon.
Today it is inreference to
pigeons that newspapers
declared, “Rat of the sky is
now public enemy No. 1”.
This research helped me
to understand the cultural
impact on the perception,
once pigeon was considered
as a messenger but now it is
a rat of the sky, they become
part of the problem.
Soho Square neon pigeon
installation (Time Out Blog, 2015)
Murphy’s bright, eye-catching
birds were basically in the
context of the Art Social ’14
festival, and now they’re installed
onto the lampposts of Soho.
As we know, pigeons had a
obtained a bad reputation and
regarded as pests. According
to Murphy, these colourful
pigeons aims to foster questions
encompassing the struggle
for acceptance, feelings of
marginalisation and homelessness
in city environments.
(SLATER,
2014)
Banksy is an England-based graffiti
artist, (SLATER, 2014) renowned for
political activist art, his stencilled
figures, which have sprung up on
the city walls, depicting dull grey
pigeons carrying up anti-immigrant
handheld banner –‘Migrants not
Welcome’ ‘Go back to Africa’, in the
direction of a green sparrow. ‘The
pigeons’ opinions are quite close
to real views of what people were
thinking according to the artist.
According to (Gessato Blog, 2012)
writes, we usually think about
the umbrella as that unfortunate
thing we have to use in those
unpleasant rainy days. But with
Staple Design‘s street decided to
bring out elegance and (London
Underground‘s) remarkable
craftsmanship products. The
Pigeon is a traditional a wood-
(londonundercover.co.uk,
2016)
(londonist.com,
2015)
handled umbrella with designer
Jeff Staple’s signature bird
printed all over the umbrella
and its pigeon dropping on the
coloured top has the uniqueness.
33. Analysis methodology-
Denotation and
Connotation:
Analytical and propositional
methods are a fundamental
part of the visual research
methodology. Further. Ian
and Russell (book) talks about
the visual research which
involves deconstruction and
interpretation of existing visual
works and the development of
new design strategies/methods.
It is important for a designer
to have an understanding
of analysis tools such as
denotation-connotation, SWOT,
TOWS, 5W to analyse the
design objects and artefacts.
Denotation: stands for the
literal meaning of the object or
subject, it could be described
as obvious or common sense.
Connotation: surely more than
direct meaning or a surface
definition, it is a getting into
deeper meanings, generally
such meanings are influenced
by cultural, social and personal
reasons; hence they are very
different from denotation.
Denotation:
- Pigeons are feeding in Benugo
Cafe at Waterloo station
- Most of the time pigeons are looking
for leftover food in the Cafe.
- There is a constant flow of pigeons at any given
point looking for food in the cafe premises.
- Most of the pigeons look fit and fat; they
must be getting plenty of food easily.
- Because of pigeons are birds could fly quickly
and reach leftover food on the table immediately
as soon the person vacate the table.
- Benugo Cafe is more of a bird
century then a Cafe.
- In lunch hour more pigeons are
attracted toward Benugo Cafe due to
more food availability on the premise.
- Some of the cafe customers annoyed by the
share presence of the birds in the premises
Denotation & Connotation of my ‘field of study’ subject;
Pigeons
Connotation:
-Pigeons are war heroes; they had
played an active role in World War One
and Two by carrying messages.
-Pigeons were a biological email system
- From centuries pigeons had been part of
human society and friend of humanity, until
recently they have gained a status of pest
- Like any other birds pigeon desperately
search for food, it seems their aim
in life is to look for food.
- Pigeon’s unfearful attitude (in the Benugo
Cafe premises ) narrates a different story
about them as aggressive birds than as we
were all known humble and shy bird.
-Many people unaware of the fact that
the pigeon’s proximity could pose a
health risk, as former London mayor
famously said pigeons are “flying rats”.
- Giving rat association with pigeon mayor
able to convert friendly bird into a pest.
34. Denotation:
- A straightforward public awareness
communication item used in the Benugo Cafe.
- The tone of voice of the communication is
an attempted to seek customers support
for keeping the cafe premise ‘pigeon free’.
- It is a passive communication approach,
tone of the text has a requesting tonality.
- It is an average communication material,
doesn’t forces you to act upon, hence lacks
the ability to be an awareness campaign.
- It is a cost effective communication piece.
- It has been observed customers hardly
respond to the message the table tent-
card. Hence it cannot be considered an
adequate piece of communication material.
- In the text, it is mentioned to bring ‘rubbish
to the counter.’ Because the don’t keep the
bins to avoid pigeon being attracted.
Denotation & Connotation of my ‘field of study’ subject;
Pigeons
Connotation:
- The statement ‘Help us to pigeon proof’
on the placard has a neutral tone and
lacks the punch-seeking action. Hence
it has qualities of a weak leader!
- To change the behaviour of the customer is
very tough, but it is a sure path to success,
hence this notice-card set on changing
the behaviour to modify the situation.
- It is a usual rhetoric; often placards tell
you ‘Don’t do this’, ‘Don’t do that’, they are
ordering you and demanding from you to obey
what they are saying. In some instance, they
clearly write, in the case of not obeying the
rules, you will be subjected to punishment.
- Ever since pigeons got this new social
status as ‘flying rats’ our perception
has changed from considering them as
a lovely messenger birds to a pest.
- The symbol of NO (red circle with a cross
line) sign is a most recognisable icon in the
world; it has broken language barriers and
became an omnipresent symbol for NO.
35. Strength:
- The clarity of the communication
is perfect; it clearly states what is
expected from the audience.
- Cost efficient and easy to produce
communication device.
- This piece of communication efficiently tackles
the issue of keeping Cafe premises clean.
-A placard displaying at each table is a good
idea, it directly speaks to the customer
(audience), when it is most expected.
- Benugo Cafe removed the dust bin from
the cafe premises to avoid pigeons nuisance.
Hence this communication piece serves
perfectly to tackles the garbage issue.
Weaknesses:
- Placard’s tone of voice is mild and doesn’t
communicate the seriousness of the problem.
- Placard device looks flimsy hence
lack the serious attention
- Poorly designed and produced could be
the another reason for consumers not
considering it as a serious notice.
- The pigeon situation in the premises is grim, it
needs active participation from the customer
to tackle the issue, but this communication
placard doesn’t motivate for action.
- This piece of communication lacks
to describe what are the benefits of
making this place ‘pigeon proof.’
Opportunities:
- A placard is most cost effect
communication piece to produce.
- This device helps us to speak to the audience
without disturbing their privacy directly.
- On these devices (placard) one can apply
action oriented tone of voice, asking readers
to partake to fix the issue/problem.
- This device could be more than just being
a notice piece. It can be used for spreading
awareness so that audiences are empowered
with information to act for a good cause.
Threat:
- Because of the low quality of the placard
(interms of material used and printing
quality) it feels non-serious issue.
- The tone of voice is seeking help from
the audience, which is significantly mild
and passive communication method
for serious matter; therefore this might
not yield the anticipated results.
- The communication device is not fixed to
a place (like a poster on the wall or signage),
that means the member of the cafe staff
arrange it daily on the each table. This method
of arranging on daily could pose a threat of
forgetting to set-up the placard someday; hence
the lack of permanency of the device is high.
A SWOT analysis is a
conventional approach in
the fields of marketing and
advertising, in some cases have
a similar significance to design
methodologies. Some of the
analyses from SWOT could
create the basis for the final
stages of the research that will
transform this information into
an outcome or final solution.
According to Ian and Russell
((Noble and Bestley, 2011, p. 190)
terms received from market
research and economics, SWOT
is acronyms for two systems of
analysis which are associated
with the development of
strategies and expected
outcomes. SWOT analysis
describes an examination of the
internal Strengths, Weakness
and external Opportunities
and Threats which are
affecting an organisation or
a design proposal. Typically
the report seeks to answer
two usual questions, what
is the current status of the
proposed problem or question?
And what is the intention
or goal of the proposal?
SWOT analysis
methodology:
36. According to Eric (Zimmerman,
2003), design is a way to ask
questions. Design research,
when it happens through the
practice of design itself, is a
way to ask questions beyond
the limited scope of a specific
design problem. When iterative
design research methodology is
integrated into the visual design
process, new and unexpected
results arise directly from
the act of process.
The iterative design
methodology is a design
process based on a cyclic
process of creating, testing,
analysing, and refining. It is
a work in progress act. This
process is expected to improve
the quality and functionality
of a design outcome. In
iterative design practice,
interaction with the intended
outcome is used as a form
of research for evolving a
project, as successive stories.
As a designer, I practised
applying iterative methodology
on my ‘field of study’
subject. This exercise helped
me to generate multiple
visual compositions.
Iterative design
methodology:
37. The 5Ws technique was
developed by Sakichi Toyoda
and was extensively used by
the Toyota Motor Corporation
during the evolution of
manufacturing methodologies
processes. According to the
article ‘Determine the Root
Cause: 5 Whys’ (Isixsigma.com,
2016), by frequently asking the
question “Why?” (five is a good
rule of thumb), one can peel
away the layers of problem
symptoms which can direct to
the main cause of a problem.
Often the important reason
for a problem will lead you to
another question. Despite this
technique is called “5 Whys,”
one may find that he/she has
to ask the question more times
than five before they locate
the issue causing a problem.
5 Whys is an iterative
questioning technique utilised
to explore the cause-and-effect
issue of a particular situation.
The principal goal of the
method is to discover the root
cause of a defect or problem
by restating the question
“Why?” Each answer sets the
basis of the next question.
Key benefits of the 5 Whys
are it helps to identify the
root cause of a problem.
Helps us to understand the
correlation between different
root causes of a problem and it
is a simplest tools; easy to use
without statistical analysis.
5 WHYs
methodology:
1W: Why this placard (help us to pigeon proof) is not working?
- The messaging (tone of voice) is not appropriate.
2W: Why the messaging (tone of voice) is not appropriate?
- It is a mild tone of voice for a serious pigeon issue.
3W: why is it a mild tone of voice for a serious pigeon issue?
- The pigeon issue has serious consequences on human health.
4W: Why the pigeon issue has serious implications on human health?
- Pigeons can carry a number of conceivable infectious diseases.
5W: Why infectious diseases are harmful?
- Because they can cause respiratory ailments, like pigeon fancier’s
lung and allergic skin reaction and four other diseases such as
Cryptococcal Meningitis, Salmonella and Listeria, Viral Encephalitis
and E-Coli.
39. Pigeon is posing a serious
human health hazard and how
individual can help to mitigate
the risk by not feeding the
pigeon in the Benugo cafe
premises.
When deciding upon a brand
or a product positioning in the
market, the company must
ensure that end positioning
has both points-of-parity
(POP) and points-of-difference
(POD). According to the article
(Segmentationstudyguide.com,
2012), a brand or a product to
be considered equal or similar
(on par with, ‘parity’) with the
offerings in the category (POP),
but a brand or a product also
needs to have a unique or
differentiated attributes (POD).
A right amount of balance is
required for market success.
Too much dependence
on points-of-parity in the
product’s positioning could
be perceived as a ‘me-too’
product in the market. And too
little emphasis on POP could
alienate the targeted audience.
Normally, a company decides
the positioning of a product on
two occasions. Firstly, when
it is entering a new market for
the very first time. Secondly,
when it is launching a new
product in a current target
market. In either case, soul
agenda of the company is to win
market share from established
competitors. Therefore, the
positioning of any new player
must have many POPs, but it
must have at least one PODs.
PODs &POPs
methodology:
POD
41. According to Ian and Russell
(Noble and Bestley, 2011, p.62),
after finishing preliminary
research, sometimes it includes
primary and secondary
research, then a stage comes
in a graphic design project
which involves the collection
and examination of data
and the interpretation. In
this phase of the project
includes the collection of
background material and
the important thoughts and
purposes of the brief.
Synthesis stage begins once
a particular context and
content of the design brief is
fixed; the designer can bring
together secondary and
contextual research findings
with a series of experimental
and practical methods of
visual production materials to
develop the final outcome.
Metaphor:
When we substitute one word
or image for another, we can
assign the characteristics of
one object to another. Therfore
it has been seen extensive
use of metaphor is very
popular in advertisements.
In my project, I used ‘Rat”
metaphor and done some
visual experiments. The
Analysis- Metaphor:
famous saying from former
London Mayor “pigeons are
flying rats” perfectly pushes
pigeons into pest category.
42.
43. The concept of the rhetoric is
commonly applied in literature
and philosophy fields and use
of language as a foundation for
a reasoned argument. The art
of rhetoric comprises many
distinct phases such as figures
of speech, irony, antithesis,
metonymy, synecdoche, pun,
metaphor, personification
and hyperbole. To understand
rhetoric in simple term, it is
an art persuasive speaking
or writing, primarily the
use of figures of speech.
However, rhetoric in visual
communication design could
be defined as the discovery
of ideas, the arrangement
of ideas, the stylistic visual
treatment of an idea and the
way in which the subject matter
is presented. Some of them
could be compared directly to
graphic design methodologies
such as concept, composition,
style and format.
Analysis- Rhetoric:
44.
45.
46. The author David Crow writes
in his book ‘visible signs’(Crow,
2003), Peirce’s theories of
semiotics stated that there
are three types of signs used
within visual, verbal or other
forms of communication:
icon, index and symbol.
Icons are those communicate
the idea of the thing they
represent by directly or
imitating the recognisable
character of the original object
or subject. For example, we
can consider a photograph
of someone could be
described as an iconic sign
in that it physically matches
the person it represents.
Symbol: there is no logical
association between the sign
and what it indicates. These
signs rely entirely on the
reader’s having learned the
relationship between the sign
and the meaning. For example,
the red cross is a symbol that
we understand to suggest aid.
Analysis- Icon & symbol:
51. Prototyping allows us to
give the closest functional
experience of the produce;
a mockup shows the feel,
texture and colour of the
design. Sometimes a design
solution could look fantastic
on the computer screen, but
you won’t know if it works
in the realy world. Not only
prototypes provide proof
of concept but expose any
flaws in communication and
usability of the object.
The prototyping could be
segregated into different
groups. The magic is to use
the right type of prototyping
for the right kind of work
and at the right time.
In the creativeblog.com, the
blogger writes (The importance
of prototyping your designs,
2014) about two type of
prototypes, one conceptual and
another Feasibility prototype.
Conceptual Prototyping
Prototyping:
enables you to analyse the
different type of approaches
to your designs. However,
the feasibility prototype
is not fundamentally an
extension of conceptual
prototyping; it could gain from
conceptual prototyping.
52.
53. Just creating an outcome
without considering the in-
depth research could give
aesthetically pleasing solutions
but most likely will not meet
the expectation of the actual
need. The article (Landscape
Design Validation, 2010)
suggests to following the
process forms the framework
which in a way allows us to
evaluate all of needs, problems,
and opportunities in a well-
organized manner so that all
the aspects are addressed.
On my Unit-One field of study
project, I had conducted initial
research study, followed by
analysis and synthesis, and
finally, I created a prototype
to test the feasibility test.
Outcome:
54. It is believed that testing of
products and concepts are
done properly, They could
dramatically improve the
chances of a successful
launch of a new product/
service. Testing presents
benchmarks and diagnostics
to focus development
on the opportunities of
highest potential.
According to (mmrstrategy.
com, 2016) strategists, The
aim of concept and product
testing with targeted audience
is a simple one: to decide which
concepts and products can
create enough interest among
consumers. In other words,
testing keeps development
resources focused on
the winning concept.
Concept testing assesses new
concepts before the product is
developed. In general, concept
tests suggest ideas for new
products/services. On the
other hand product testing
Testing with Audience:
assesses new products and
new product prototypes. Only
in-market testing evaluates
new products/services in
markets, where they are for
sale to targeted consumers to
measure customer response.
My testing included all
three, conceptual testing,
product feasibility testing and
marketing test to determine
the intended message
is reach to the targeted
audience and its impact.
55.
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