INTERCULTURAL DESIGN GCD61304
07/02/2025 - 21/03/2025 (Week 1 - Week 7)
Aveline Kristie / 0372310
Intercultural Design / Bachelor of Design (Honours) in Creative Media / School of Design
Task 1 - 3
TABLE OF CONTENT
Lecture 1 - Week 1:
We live in a visual culture where images are more prevalent than ever before. Visuals play a crucial role in shaping our understanding of the world, serving as a powerful and persuasive source of information.
1. The Connection Between Design and Culture
- Design and culture are always connected.
- Cultural meaning and representation are attached to objects and symbols created by humans.
- Nature is not culture, however, when nature is given symbolic meaning (such as a tree symbolizing life or wisdom), it becomes part of culture.
- Visual perception is stronger than text-based signs. Humans tend to process visual information faster than text. It explains that people react faster to colour and symbols than written instructions.
- Visual symbols interact with people’s perceptions, making communication more effective. Yet, every visual element has cultural meanings and nuances that must be considered in design.
Fig 1.3 Japanese Tattoos
- Japanese Tattoos can symbolize personal journeys and identity.
- Traditionally indicated social status, protection, and devotion.
- Artifacts (Use/Implementation): The first thing people see (logos, colours, symbols).
- Norms & Values (Aesthetic/Design Language): The basic purpose of the design that people understand in the brain.
- Basic Assumptions (Purpose/Cultural Function): Assumptions that attached to the design after the observation phase.
- Ladybug: Represents good luck in Western cultures but is seen as bad luck in Japan.
- Angpao (Red Packet):
- Red symbolizes prosperity and happiness in Chinese culture.
- Using black and white colours in designing angpao is inappropriate as those colours are associated with death and mourning.
- Symbolism: Symbols/images have different meanings across cultures. Designers must avoid misunderstandings.
- Typography: Fonts and translations should be culturally appropriate. Accurate translations and language considerations are essential for effective communication.
- Colour: Colours hold cultural significance, meanings vary by society.
Addressing cultural awareness:
- Inclusive Design: Ensure accessibility for diverse cultural backgrounds and abilities.
- User Research: Study cultural preferences through research and testing.
- Localization: Adapt designs to fit specific cultural contexts.
- Cultural Awareness: Train design teams to understand diverse perspectives.
- Conduct surveys and research to ensure that audiences perceive designs as intended.
- Different cultures interpret designs differently, so testing is crucial for effective communication.
Lecture 2 - Week 2:
(Everyday Design) Kuala Lumpur Design Festival 2024
1. Design in Everyday Life
Everything that we can find in everyday life is considered as design. It’s in the things we use, such as chairs or signs, and in the spaces we move through, like streets and buildings. Design affects how we experience the world.
Guest speakers:
- Kukubesi (Visual Communication)
- Eddin Khoo Zaihani Zain (Fashion critique)
- Nelissa Hilman (Shoemaker, Business in Everyday Design)
These experts explore how everyday objects and elements, from fashion to shoes, contribute to the broader field of design.
2. The Importance of Authenticity
The internet and social media make it easy to copy designs, but the real challenge is creating original work that reflects authentic culture and innovation. Designers should focus on developing unique ideas instead of just reproducing what already exists online.
3. Research & Development in Furniture
In the context of the furniture industry, Research and Development (R&D) is essential in the furniture industry to innovate and improve products.
Furniture design is not static, it requires constant research into materials, functionality, and cultural influences to create products that are both practical and aesthetically pleasing.
4. The Role of AI in Design
AI is becoming increasingly integrated into the design process. However, designers must maintain a balance and ensure that AI complements, rather than replaces, the creative process. AI can be used to evaluate whether a design is good or bad, providing insights and helping refine results.
5. Colour as Cultural Identity
- Every city has its own colour. An idea that reflects how urban spaces develop a unique visual identity. Colours in cities are influenced by the architecture, cultural heritage, and even street art.
- A notable example is Abadi MT, a typeface created by a Malaysian designer. The typeface embodies the essence of Malaysia’s vibrant cultural diversity and identity.
- Another concept discussed was CMYK*L, standing for “See My KL”, which combines the classic CMYK colour model with the specific colours found in Kuala Lumpur, representing local identity. For example, the colours seen around Petaling Street are an essential part of this identity.
- Every city also has its iconic elements that contribute to its design language. Kuala Lumpur’s Twin Towers are the perfect example of this, standing as a representation of modernity and urban progress.
Task 1 - Project Proposal
We were tasked to explore "Everyday Design" by developing preliminary design ideas that reflect any culture, behavior, and identity. Each idea must be supported by a rationale and visual research to enhance concept development.
Fig 3.1 Project Proposal PDF
Task 2 - Data Collection
We were tasked to gather visual, oral, textual, or tactile artefacts related to our selected culture. Methods include observation, interviews, and visual research. All artefacts must be documented with details on their type, purpose, and cultural background while ensuring proper preservation.
Fig 3.3 Data Collection PDF
Interview video link:
https://drive.google.com/file/d/1mWaSPIJ251qQrce2U1xzd1m_4N67X-3b/view?usp=drive_link
Final Project
We were tasked to document and present our research on everyday design through a TikTok page. This serves as a cultural journal to creatively share our observations, reflections, and insights using short-form videos, aiming to engage a broader audience and foster appreciation of everyday design.
Fig 3.5 Final Presentation Deck PDF
Fig 3.6 Final Presentation Video
TikTok account link:
https://www.tiktok.com/@traditiontwist?_t=ZS-8utpWAWrQw5&_r=1
Behind-the-scene TikTok videos:
Week 3: Dr. Charles said that our PPT is already good. However, he suggested that we add more variety to the raincoat designs, such as incorporating different colours and patterns in the idea sketch of the Kebaya Janggan-inspired raincoat. He also recommended making the PPT more visual-looking and reduce the amount of the text. Additionally, Dr. Charles suggested presenting some parts of the PPT in Indonesian language to make it unique, as our project is based on Indonesian culture.
Week 5: For the data collection, Dr. Charles mentioned that our presentation deck is already good and contains all the necessary information. He suggested that we make the TikTok page videos engaging and fun to attract viewers, and he said that our ideas are already good and creative.
Working on this project from Task 1 to the final has been a new exciting experience for me. Combining everyday design with my own culture in a unique way has been a great opportunity to promote my country’s culture to a wider audience. Throughout the process, I’ve gained a deeper understanding of the history of the Kebaya (a traditional attire from Indonesia). I’ve also improved my teamwork skills, as I am the leader of the group. Even though there were many miscommunications, lack of responsibilities, and failure to contribute to our collective goals from most of my team members, I was able to manage them all and complete this task to the best of my ability, as both a leader and a student.
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