2. Table of Contents
Title Page
Research 1
Summary Of Research 2
Mapping of the Places and its Rationale 3
Draft Photos and Layout Planning 4
Final Photos Selection and Packaging 5 - 6
Reference 7
3. Research
Literature Review
The theme I have chosen is food culture. Kopitiam presents itself as a traditional coffee
shop. Kopitiam extremely popular in Malaysia and Singapore and basically sell egg,
toast, coffee, tea and Milo. Unfortunately, now this type of kopitiam already become less
and “modern” kopitiams have sprung up.
Concepts
Message: My message is to remembrance memory of my audience. It would also
educate them the importance of preserving culture because it is an art passed down by
our ancestors.
Audience: My main audience would be people who love our country’s culture and
history.
Emotional connectors: The scenario in kopitiam will resonate with audience’s inner
memory.They will feel nostalgic about their past, remembering the times with their
friends and family.
Creative composition: The colours of these photo are more towards to sepia tone.
This is because to arise the audience nostalgic past through the graphical expressions
of the postcards.
Story telling: This postcard series will tell a story of a person back to his familiar place
to seek out those residual memories in his mind.
Themes
Food Culture
The theme I have chosen is food culture. The reason I have chosen this theme is
because I think the easier way to understand a place is from the food cultural. From
food cultural, we can understand custom and habits of that place.
4. Summary of Research
The 3 main components that I have learnt through this assignment is photography,
making of postcards and also culture of Malaysia, especially coffee culture.
The first thing I conduct research about is coffee culture in Malaysia, I found modern
coffee culture and also kopitiam culture. I decided to delve deeper into kopitiam culture
as my house in located in Batu Pahat, which is a slow paced village with many
kopitiams around. I ventured through the village and found the kopitiams nostalgic,
therefore I embalmed it into my concept.
For photography, I research how to take photographs from the internet and also from
my seniors with photography experience. This research had made me become more
understanding of skills in taking photographs.
Last but not least, I also learnt a lot about making postcards through research from the
internet and also reference with tourism postcard available.
5. Mapping of the Places and its Rationale
Brief Mapping of Batu Pahat.
The capital of the district Bandar Penggaram,Batu Pahat is located at 1°51′N 102°56′E.
It is 239km (150 miles) from Kuala Lumpur. The next nearest town is Muar which is
50km (30 miles) northwest of Batu Pahat. The town of Kluang is located about 52km (32
miles) to the northeast. Johor Baru is located about 70km to 100km (43 miles to 62
miles) to the southeast of the town.
The district itself borders the districts of Segamat and Ledang to the north, Kluang to the
east, Muar to the west and shares a border in the southeast with the district of Pontian.
The coast of the Straits of Melaka lies to the south.
Rationale
The reason I choose this place is because Batu Pahat is a slow development area
which has no bustling and dynamics of a city. It is more serene and therefore the coffee
shops around the area are more towards nostalgic feeling and that is the concept I want
to fill in my postcards.
6. Draft Photos and Layout Planning
These are the draft photos I have taken in Batu Pahat. After capturing the
photos I edit it with sepia colours to make it nostalgic.
7. Final Photos Selection and Packaging
These are the packaging templates and backside of the postcards. The
design are simple and elegant to represent the kopitiam concept of nostalgia.
8. Final Selection of
Photos
These 10 photos are the
final representation of
kopitiam postcard series.
Most of these photos are
edited with Adobe
Photoshop to increase
resonation with
audience’s memory.
Besides that, these
postcards are compilation
of photos of kopitiam from
open to close .It will give
my audience a sense of
everything must have an
end to let my audience
appreciate every moment
in life even that moment
is bad.
9. References
Postcard. (2014, June 6). Wikipedia. Retrieved June 13, 2014, from
http://en.wikipedia.org/wiki/Postcard
How to Photograph a Steaming Cup of Coffee - Digital Photography School.
(n.d.). Digital Photography School RSS. Retrieved June 13, 2014, from http://digital-
photography-school.com/how-to-photograph-a-steaming-cup-of-coffee/
Batu Pahat Restaurants. (n.d.). VirtualTourist.com. Retrieved June 13, 2014, from
http://www.virtualtourist.com/travel/Asia/Malaysia/Negeri_Johor/Batu_Pahat-
1280794/Restaurants-Batu_Pahat-TG-C-1.html
Quotes About Memory. (n.d.). (1199 quotes). Retrieved June 13, 2014, from
http://www.goodreads.com/quotes/tag/memory
