A lecture giving introduction to visual research, for CommDe Chula students (Bangkok) in January 2012. (Typeface not displaying correctly)

1. Hello.

2. A Very Brief Introduction to
VisualResearch
CommDe / Design 2 / Visual Research
Sarun Pinyarat / 09.01.2012
Typeface used Gotham

3. Key Points
1. What do you mean, Research?
2. Research is a Process.
3. The case of Visual Research.

4. What do
you mean,
Research?
1

5. Research can be defined as the search for
knowledge, or as any systematic investigation,
with an open mind, to establish novel facts, solve
new or existing problems, prove new ideas, or
develop new theories.
Wikipedia
Research is the systematic investigation into and
study of materials and sources in order to
establish facts and reach new conclusions
Oxford, American English Dictionary

6. Research can be defined as the search for
knowledge, or as any systematic investigation,
with an open mind, to establish novel facts, solve
new or existing problems, prove new ideas, or
develop new theories.
Wikipedia
Research is the systematic investigation into and
study of materials and sources in order to
establish facts and reach new conclusions
Oxford, American English Dictionary

7. Research
can
establish / disapprove
(new) facts
solve new or existing
problems
create ideas, theories,
conclusion, etc.

8. Existing research
as a tool
Entity
facts, ideas,
problems, theories,
etc.

9. Existing
Entity
facts, ideas,
problems, theories,
etc.
to prove

10. Existing
Entity
facts, ideas,
problems, theories,
etc. to
disprove

11. New to create,
establish,
Entity and solve.
facts, ideas,
solutions, theories,
etc.
Existing

12. Research is
a Process.
2

13. • Formulating
Questions
Research is a
process of:

14. • Formulating
Questions
• Collecting Data
Research is a
process of:

15. • Formulating
Questions
• Collecting Data
Research is a
process of:
• Organizing and
Analysis of Data

16. • Formulating
Questions
• Collecting Data
Research is a
process of:
• Organizing and
Analysis of Data
• Synthesizing
Solution/Conclusion

18. 1. Formulating
Main Question
Who is
the killer?

19. 1. Generate
Supporting
Questions
What time did the Killer’s
crime take place? motive?
Crime scene Who is
evidence?
the killer?
What is the
murder tool?
What is the
murder tool?

20. 2. Collecting Data

21. 3. Organization &
Analysis of Data

22. 3. Organization &
Analysis of Data

23. 4. Synthesizing
Solution/Conclusion

24. The Case of
Visual Research.
3

25. In general, there are two types of research:
1. Quantitative
2. Qualitative

26. “That was
delicious!”
Qualitative Quantitative

28. Visual Research, is almost always:
1. Quantitative
2. Qualitative

29. 1. Formulating
Main Question
This is extremely important, otherwise,
you are lost from the very beginning.
By finding the right question, to begin with,
you significantly eliminate the amount of
work needed into the research process.

30. 1. Formulating
Main Question
Instead of questions like:
“What is the best design solution to save
the environment?”

31. 1. Formulating
Main Question
It’s much better to narrow it down to:
“What is the best design solution to
warn people against using plastic bags?”

32. Case Study:
In professional life, many times, graphic
designers are asked to come up with
something unique. One of the most
common yet most difficult at the same time
is the LOGO.
The client might came up to you and say:
“Give me a unique logo for a brand new
coffee shop in Seattle, Washington.”

33. Case Study:
Some designers might pop up Adobe
software and start sketching right away...
and that’s not a very good idea.
Thing is, it’s good to do a research in order
to find something truly new. Otherwise,
you might end up with something you’ve
seen from memory, which will definitely
not be unique.
You might start with:
“How to create a logo that captures the
seafaring history of coffee and Seattle’s

34. Case Study:
Seattle seaport roots?
History of Coffee?
“How to create a logo that captures the
Competitor’s
logos? seafaring history of coffee and Seattle’s
strong seaport roots?”
Symbols of
sailing?
Symbols of
coffee?

35. 2. Data Collection
For each questions/topics, different
methods can be adopted for most
suitable of the data’s nature.
• Primary Data Observations, interview, statistic
collections, personal view points,
etc.
• Secondary Literature review, collected data,
written documents, academic
Data paper, newspaper, theories, etc.
• Tertiary Data Web-board discussions, Wikipedia,
social media, etc.

36. Case Study:
• Primary Data

37. Case Study:
• Primary Data

38. Case Study:
• Secondary Data
It was a courageous band of populists in the early 1900s who realized Seattle’s natural deep-water port
was an asset and resource that should belong to the people. In March, 1911, the Washington State Legislature enacted
laws allowing establishment of port districts, and by September, King County voters approved creation of the Port of
Seattle, the state’s first public port.
Today, the Port of Seattle's scope is unique, from its vital cargo and passenger seaport and airport, to
the home for the North Pacific fishing fleet, to first-class public marinas and conference facilities, to a necklace of parks
around Elliot Bay. The Port of Seattle plays a key role in bringing international trade, transportation and travel to the
Pacific Northwest, and is also a key builder of road and rail infrastructure, partnering with other agencies to improve
freight traffic from Tacoma to Everett.
The Port owns and operates Seattle-Tacoma International Airport – the nation’s 17th busiest – handling more than 31.5
million passengers in 2010. The Port’s passenger cruise terminals at Pier 66 and Smith Cove Terminal will handle 195
ship calls and an estimated 800,000 passengers during the 2011 season.
State-of-the-art cargo handling facilities helped rank Seattle as the nation’s 6th busiest U.S. seaport in 2010, serving 22
international steamship lines moving more than 2.1 million TEUs (20-foot equivalent unit containers). The Port also
operates four public marinas, and manages a number of real estate assets for financial return and broad economic
advantage.
The Port’s vision is to be the nation's leading green and energy-efficient port. Our tagline, “Where a sustainable world is
headed” to communicate that goal. The Puget Sound region is already in attainment of federal air quality standards, and
the Port’s many environmental programs are designed for real benefits to the community and a competitive edge for our
customers.

39. Case Study:
• Tertiary Data

40. 3. Organization &
Analysis of Data
• Patterns
• Connections
• Relevance

41. 4. Synthesizing
Solution/Conclusion
The process from data analysis to synthesis
can sometimes be seamless, as designers
may find something striking, and an idea
might come up from the moment.
Following are a few (of many) check lists
to see if your idea works:
• Use of semiotics

42. Quick words on
Semiotics:
Semiotics, or semiology, is the study of
signs, symbols, and signification. It is
the study of how meaning is created,
not what it is.

43. Quick words on
Semiotics:
The counter clock swastika to evoke The Administrative Office of The swastika was the official emblem of
'shakti' in the decorative Hindu form. Woljeongsa in South Korea. the Nazi Party, and is often used by
modern Neo-Nazis.

44. 4. Synthesizing
Solution/Conclusion
The process from data analysis to synthesis
can sometimes be seamless, as designers
may find something striking, and an idea
might come up from the moment.
Following are a few (of many) check lists
to see if your idea works:
• Use of semiotics
• The marriage between content,
form and media.
• Budget and time limitation.

45. Case Study:
“...Suddenly, there she was: a 16th century
Norse woodcut of a twin-tailed mermaid,
or Siren. There was something about her –
a seductive mystery mixed with a nautical
theme that was exactly what the founders
were looking for. A logo was designed
around her, and our long relationship with
the Siren began...”

46. Case Study:

47. Case Study:

48. Some lessons, beware of
what people might see:

49. Some lessons, beware of
what people might see:
It is said that behind every famous logo, there is a famous
logo designer. However, the infamous London 2012
Olympic logo shows that even famous designers can be
responsible of creating bad logos. London 2012 Olympic
Logo, that turned out to be a laughing stock in the UK
community was originally designed by a renowned brand
consultancy, Wolff Olins. Although, the event is yet to be
taken place, its branding and identity development efforts
were completed back in 2006.
Thus far, the logo has come across three different logo design
controversies, the latest one being the resemblance to the Nazi
Symbol. Considering that the price of this famous logo was
£400,000, it hasn’t received a favorable response from the UK
market. To begin with, let me run through all the previous
issues surrounding this UK based identity.

50. Some lessons, beware of
what people might see:

51. Some lessons, beware of
what people might see:

52. Final words,
Research question
is very important!

53. Thank you.