design communication in da projects
TRANSCRIPT
Business Designer Marketing Specialist
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TINA Yapeng ZHONG
I Love Culture and Communication2 year of academic focus : Intercultural design communication (Automobile)
I do Good at Strategic thinkingBranding / Event marketing / Public Relations
Nissan motor/ Mercedes Benz / Ford motor / Ballantine's /
Yahoo! / DIsh TV (Taiwan)
Iʼm Passionate in Design and LiteratureDesign trend / Vintage cars
Contribute editor of online media about automobile culture, auto design, EU design trend and open innovation
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ABOUT ME
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Research methodology: Cultural imprintBusiness ideas : SENSO / Bridger.com
ACADEMIC FOCUS
Business Design / Domus Academy / Milan, Italy
Culture difference in automobile design communication
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RESEARCH METHODOLOGY CULTURAL IMPRINT
The Culture Code: An Ingenious Way to Understand Why People Around the World Live and Buy as They Do, BY Clotaire Rapallie, 2006
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Present product, design, and manufacture culture
Consumer Insights
The society collective
subconscious
The influence onindividuals’ behavior
at the time
Historical roleof object
Historical approach
CULTURAL IMPRINT CURRENT MARKET
Human-centered approach
CULTURAL IMPRINT-Historical subconscious
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敬德/ jìng dé
Confucianism focus on virtue of respect. It stands a attitude of respecting othersʼ appearance, behavior and the inner side of others even when the others are far away.Till now, the imposting grill represents the desire of “being respected” symbol.
CASE STUDY-CHINA: THE IMPOSING GRILL
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轎子/jiaoˋzi
Higher seats bring you the status in the public.In the ancient China, a covered litter, carried on the shoulders of two or four men used by the wealths and government officials formerly. Till now, SUV appears to bring the consumers the height in the subconscious.
CASE STUDY-CHINA:IN FAVOR OF SUV
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BUSINESS IDEAS SENSO / Bridger.com
PROBLEM SETTING
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In these years, Chinese brands have urgent needs for design but due to most of the owner have manufactures/engineering background. It leads them to do design in a “halfway” In addition, the current market is lack of good amount of native designers. Therefore copying is evident enough that the brands are Lack of experience in transforming cultural essences into products
Chinese Brands - short in design communication
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According the interviews, thereʼre a great amount of asymmetric identification between cultures. While the Chinese brands seeks for helps from EU, they usually come up with the brief containing the ideas of equate culture with country, such as “European style”, in addition, thereʼre always “dragon or great wall on the design briefs from each company, the consequences are no differentiation between brands and also for studios.More, reference given is not inspirational, not clear to most of automobile designers
Interviews with projects mangers and designers in I.DE.A & Italdesign Giugiaro
Foreign Designers - difficulty in cross-cultural dialogues
PROBLEM SETTING
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5-senses approach of brand design and design communicationSOLUTION: SENSO
BrandVision+Image
=Brand value
Non-spoken languageCross-cultureDe-personalReduce implicit cost
More involved
DesignDevelopment
More simulating
Story telling
12THE CONCEPT
Engine soundExhaust sound
ClosuresControls Form
SurfaceColor
Features
LeatherFragrance
Inspiration of cultural
communication
MaterialsComfortControls
13USER EXPERIENCE
BRIEF CULTURE AND
HISTORYRESEARCH
DESIGNSTUDIO
5-SENSESPARTNERS
5-SENSESSTRATEGY
5-SENSESREALIZATION
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RECHECK
14SCENARIO
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Online image bank of intercultural design inspiration and communication
SOLUTION:Bridger.com
Users search by region, industry, material and colors, provided from China users.Intercultural users-created dialogues about cultural insights and products. Install interactive games for cultural understanding in design communication 16
Bridger.com
17Users can retag the keywords to share and check the result according to cultures. The top 3 tags from other cultures shows the cultural perceptions for further inspirations use.
Retag of users perceptions
Retag Like Comment
China
Tag:
Story:
Top 3 retags:
China Italy US
Japan
Classic
LuxuryChina
HappinessChina
RETAG
Upload Tag Share culturalstories
Create dialogues
Trade
Create dialogues Retag SearchCollectionPayment
GameDesign dictionaryBest practice
Uploader Downloader
+S
DDSDB ?
S
18Uploader interact with downloader or other usersEXPERIENCE MAP
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Design thinking / BrandingACADEMIC WORKSHOPS FOR P&G / BARILLA S.P.A
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DESIGN THINKING Winning proposal in design thinking workshop, presented in Headquarter,
Geneva, SwisslandP & G 2016 Olympic THANK YOU MOM CAMPAIGN
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Why
the insightThroughout their whole life women are the most important person in the family, as they get older and children leave the nest, mothers become lonely and not being acknowledged, the No. 1 position changed
What
the idea To build a bridge between our target mothers and P&G through CSR. Via doing social causes together P&G reward them as No.1 to the world again, make their life meaningful
How
The idea is to make mothers protagonists of a marathon, the most iconic among the olympic disciplines. Encourage them to walk with a pedometer provided by P&G after collecting products. The project combines digital marketing and in-store shopping, increase sales and brand royalty at one time
When
May~Jue, 2012
Where
Milan, Italy Geneva, Swissland
PROBLEM SETTING & SOLUTION
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EMPATHY / DESIGN THINKINGI apply the consumer insights to the sale strategy, and helped the team to create communication strategy that fits P&G brand equity
BARILLA S.P.A Strategic planning
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BRANDING Winning proposal in branding workshop, presented in Barilla
Academia, Italy
How
Build up new sub-brand called Barilla Sera, which provides after-work healthy meals. Package design is transparent and premium look to attract targets. Channels : supermarket, vending machine and 24 hours delivery stores to cope TAʼs lifestyle
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Why
the insightSingle households increases 20~25% In these 10 years, urban life has given lots pressure to working society. People are usually lack of time, choices when they needs healthy food
What
the solution the ready-to-eat meals provided by Barilla, Innovative products of fresh Mediterranean diet
When
Feb, 2012
Where
Milan, Italy
PROBLEM SETTING & SOLUTION
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Trend analysis Products Distribution
TREND ANALYSIS / DESIGN COMMUNICATIONI lead the team to focus one specific TA by dedicated analysis the F&B industrial trend, including of distribution. In addition, I was highly involved with design communication with products design
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“HEAD, HEART, and HANDS,creative dialogues for value.”