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PROCESS BOOK Soria Han


TABLE OF CONTENTS

.MANIFESTO .DESIGN x JUSTICE .DESIGN x PROCESS .VISUAL ESSAY .STATEMENT OF INTENT .FINAL OUTCOME AND PROCESS .MANIFESTO REDUX .CHARETTES


MANIFESTO final:

Looking back on this assignment, I feel like I could have designed this better. I did my research, but now I find that I could have been more clear and direct about my execution.

SORIA’S TIMELINE July 12th 1992: Born in Anyang, Seoul in S.Korea February, 1998: Family moved to Toronto, Canada March, 1998: Moved to Vancouver, BC April, 1998: Starts Grade 1 in LBP Elementary in Coquitlam, BC March 18, 2003: Younger sister born July 2006: Traveled to Great Britain in 2008 on a music tour without parents for the first time July 2008-2010: Moved to Shanghai, China for 2 years due to Father’s work Dormitory life for two years, learned about responsibility of living alone May 2010: Accepted into Queen’s University, U of T and Ryerson June 2010: Graduated from High School September 2010 - May 2012: Attended Queen’s University (Art History Major) February 01 2012: Applied to OCADU, Advertising. A life changing decision Feb - Mar 2012: Prepared portfolio while attending Queen’s University; Hardest I’ve worked March 15 2013: Recommended for Advanced Standing = admission confirmation on interview day August 28, 2013 - present: Moved into condo in downtown Toronto MANIFESTO

I WAS UNSURE

OF WHAT TO DO IN

QUEEN’S. I SPENT 1ST YEAR TRYING EVERYTHING... PSYCHOLOGY, ECONOMICS, ART HISTORY,

ANATOMY, BIOLOGY, ETC. IN SECOND YEAR, DECIDED TO GO INTO ART AND WHAT

ART CONSERVATION. HOWEVER, I ALWAYS HAD DREAM OF DESIGN AND

I STUDIED AT QUEEN’S WASN’T BAD, BUT I FELT LIFE COULD GET BETTER. I ALSO DID NOT WANT ANY REGRETS IN

.

THE FUTURE. IF I FAILED, THEN I FAILED. BUT BY NOT DOING ANYTHING I WOULD NEVER FIND OUT SINCE I WAS A LATE STARTER, OCADU WAS THE ONLY PLACE THAT I HAD THE OPTION TO PUT IN AN APPLICATION FOR, AND STARTED MY PORTFOLIO IN FEBRUARY AND WORKED VERY HARD, WHILE ALSO TACKLING ASSIGNMENTS FROM QUEEN’S. MY INTERVIEW WENT WELL, AND AFTER PERSUADING MY PARENTS,

ES

I GOT INTO OCADU TO START FRESH. WITH THIS EXPERIENCE I LEARNED THAT NOT ALL CHANGE IS GOOD, BUT SOME CHANG-

ARE NECESSARY, AND THEY ALL

HELP BUILD WHO YOU ARE.

RIGHT NOW IM IN A PHASE WHERE

I AM SETTLING INTO THE CHANGE

I MADE. FROM THIS EXPERIENCE, I’VE MATURED AND LEARNED: TRY HARD ENOUGH, AND YOU WILL GET REWARDED. YOU ARE THE ONE WHO CAN MAKE THE CHANGES HAPPEN. GOOD OR BAD. IT’S NEVER TOO LATE. BE SOMEONE YOU YOURSELF WILL BE PROUD OF.

NOTES - July 12th 1992 born in Anyang Seoul - Moved to Canada in 1998, February - Moved to Vancouver, BC in April - Sister born in 2003, March - traveled to Scotland and England in 2008 without parents for the first time - Moved to Shanghai, China for 2 years due to Father’s work - Attended grade 11~12 in Wujiang China - dormitory life for two years, learned about responsibility of living alone - Graduated and started attending Queen’s University in 2008~2012 - Applied to OCADU in 2012 February, got in to Advertising ~present - lived with best friend since September 2012-present - new roommates coming in next month, 2013 was unsure of what to do in Queen’s. Spent 1st year trying everything. Psychology, economics, art history, anatomy, biology, etc. decided to go into Art Conservation always had dream of design and art; and what I did in Queen’s wasn’t bad, but felt it could get better. Since I was a late starter, OCADU was the only place that I had the option to put in an application for, and started my portfolio in February Got in, and is happy with the decision Not all change is good, but some changes are necessary, and they all help build who you are. right now im in a phase where I am settling into the change I made. things I’ve learned in life: try hard enough, and you will get your reward you are the one who can make the changes happen. Good or bad. It’s never too late. Keep trying

inspirations


DESIGN x JUSTICE ‘WHAT GOES AROUND COMES AROUND’ CMPN

LEE, JESKI jeski.org EXCERPTS FROM RESEARCH: Q) Who made the campaign "What goes around comes around"? 1) This Probono campaign was created by ONLY 4 of young advertising directors' "talent donation" in order to support the Global Coalition for Peace. (NOT even A PENNY was involved.) 2) Only 4 advertising directors participated in the essential ideation, art works and production process. Jeseok Yi (New York FCB at the time): Chief Creative Director, Artwor Frank Anselmo (New York BBDO at the time): Co-Creative director and Artwork Advisor William Tran (New York FCB at the time): Co-director, Copywriter Francisco Hui (Freelance at the time): Co-director, Copywriter 3) This probono PSA was never intended as a self promoting for some particular private ad agencies or corporations. Please insure that any personal or corporative PR/news articles with incorrect credits are fraud. *The above facts are true, and Jeski Social Campaign possesses any possible products, including study of works, in-process works, dialogues of participants, and documents shared with the clients.

OTHER SIMILAR WORK:

Left: to discourage smoking Top: pollution awareness


Top: homeless awareness

Bottom: ad for the Nature Conservancy

Top: disability awareness Bottom: Global warming awareness


DESIGN x PROCESS I still stay strong to Da Vinci’s methods. Some people say that we should try to step forward, but I think learning from the past is important as well, especially from someone this inspiring and innovative. Da Vinci was not just a painter; he was a designer.

LEONARDO DA VINCI https://weblion-pm.vmhost.psu.edu/?W1312 http://johnlatham.me/design-research-like-leonard o-da-vinci/ http://www.slideshare.net/thenciia/u-of-louisiana-l eonardo-da-vinci-and-the-design-process-open-20 11 http://www.linkedin.com/groups/Use-GenerativeDesign-Design-Like-2432125.S.223633088

EXCERPT FROM RESEARCH: Generating Ideas ... continued, delving further into DaVinci's guiding principles for generating ideas. From one of the most prolific sketchers in history, we can learn the following lessons about generating ideas: Strive for Quantity: Instead of generating a single idea with multiple variations (red horse, blue horse, yellow horse), strive for as many different ideas as possible. After you have generated a plurality of different concepts, connections will begin to emerge and generate even more ideas. Later on in the creative process you will have plenty of time to weed out the chaff and find the very best ideas. Defer Judgment (Positive & Negative): We all know that hearing "that's a dumb idea" or "that'll never work" are forms of negative judgment that can shut us down and leave us apprehensive to take the risks necessary to produce truly remarkable work. What's not as obvious however, is that positive judgment can do very much the same thing. Buying into an idea too early on can shut down the creative process by providing us with a false sense of accomplishment, and the temptation to follow a "good enough" solution. Seek New Combinations: Leonardo vigorously explored new combinations to generate ideas and further demonstrate the validity of his concepts. He often experimented with new combinations of existing parts, and in so doing created portable bridges, the first automobile, gliders, military craft, and many other inventions. Expanding or shrinking the scale of an element, re-arranging it, putting it in a different context or to a different use can help to generate ideas that can be further refined. Use Your Imagination: Seek out the unexpected. Using your imagination will require you to step outside of your comfort zone and into unknown territory. Some of the greatest inventions/designs/works of art started off as wild fantasies that were refined and contextualized later on. Just think of all the advancements in science and technology; many of them were inspired by science fiction. Being apprehensive about using your imagination, or judging a stream of ideas as "too irrational" can stifle creativity and produce only the most obvious solutions. This narrow band of unimaginative ideas is called the "common response zone"; avoid it. Striving for quantity will force you to use your imagination and stir up the unexpected. Deferring judgment will allow time for reflection and for ideas to incubate.

DA VINCI’S CRITICAL PROCESS: 1. ASK QUESTIONS (WHY? HOW? WHERE? WHO? WHEN? WHAT?) 2. OBSERVE 3. USE INFORMED DRAWINGS 4. TAKE CHANCES AND ALLOW MISTAKES 5. HUNGER FOR DISCOVERY


PROJECT: FASHION GROUP MEMBERS Ting Hsu Haneen Arshad Chimane Samuel Dong Wuk Kang Kudzai Reppoh Soria Han

Brainstorming SOCIAL GOOD We are interested in exploring the subject of representation of fashion in negative ways to young people. We are interested in this because of its influences. - body image - hyper-sexualization - disregard of beliefs 1. Fashion helps people make bad decisions about their body, sexuality and money. Fashion brands (which people look up to as role models) should be more good. 2. Is fashion something personal or commercial? Do trends matter? 3. Is fashion a form of personal expression 4. Promoting anorexia, violence, drugs and child pornography.

Shameless Collapse in Bangladesh no one talks about this anymore we still buy clothes from the same people look at broader economy Labour -

and production of fashion ethics physical thread between ourselves and another person globalization - these people made jobs… we are giving them jobs… but what made them poor in the first place? Dangerous work places Underpriviledged people Society built on fear

Prosthetics American-able (email prof) Wheel chairs Lighter skin “whiteness” “class” white person vs coloured person (so interesting vs why?) Fashion and Class accessibility


Religion -

cultural links indigenous corporations that are trendy Ke$ha video as indigenous princess - who is allowed to wear what --> RACISM, etc (Abercrombie and Fitch) - appropriation

Role of fashion in gender policing maleness femaleness gender binary what if you are transgender? Constricting Taking control ; fashion policing people Androgeny (asscociated with maleness) Stereotypes Getting people who doesn’t need photoshop Ecofashion longevity, toxins in products Growing, rise and trends of selfies and fashion blogs interesting phenomenon democratizing fashion media DYI movements in fashion Brainstorm about what we are hoping to achieve upload to charette 5 warren journal thread bare

Difficulty lied in this assignment was that this topic is enormous, and there were so many different options and issues that we could choose from. Also one issue would commonly closely related with three, four, ten other issues. but this assignment had me rethink about how beauty and self-representation is so important to who we are, how we act and what we do. I learned that fashion isn’t just what it seems it is, but something that deeply affects and can bring major change about to our culture, history and the people.


VISUAL ESSAY GENDER & FASHION Fashion: Sexual stereotypes // Notes Keywords: Feminine Masculine Androgynous Metrosexuals Gay Trans-genders Cross-dressers Homosexuals Lesbians Suits Skirts –Scottish people “Boyfriend look” Colors: pink = feminine, blue = masculine Short hair, long hair Ties, ribbons Disregarding religious beliefs, many say that there is freedom in fashion today. We are not restricted to wearing a certain uniform when going to certain places, and we have a more wide range of clothing options to choose from to express ourselves. However, we fail to realize that this is only an illusion and the “freedom of dress” that society has given us fall under a closed space, with strong stereotypes regarding gender. For example, men are frowned upon when they choose to wear “feminine” articles of clothing. Although the world is slowly beginning to change their views, men who decide to dress in more “feminine” colours, patterns or materials, their sexuality gets questioned and are regarded in a negative manner. Heterosexual men are supposed to be uninterested in fashion; and gay men are all fashionable: this is a stereotype, and it is WRONG. Women with short hair, and who wears ties and suits, or are uninterested in fashion are considered “tom boys” and are said to be “not feminine”. Definition of feminine: 1.pertaining to a woman or girl 2.having qualities traditionally ascribed to women, as sensitivity or gentleness. 3.effeminate; womanish: a man with a feminine walk. 4.belonging to the female sex; female In an article I have found: “…No longer masculinity is accepted strictly in terms of gender stereotypes and contradicting roles. In today's modern society, the masculine look is perceived as classic and chic, and suitable for both sexes ... It's all about the individuality. …” ^I feel this only applies to “fashionable/ fashion industry people”. Within regular groups of people, much of what this article talks about is still not accepted.


IMAGES 1. TRADITIONAL: Men and Women, in traditional gender-specific clothes (men – pants, suits, ties) (women – skirts, floral prints, ribbons, heels)

2. Women dressed in a “MASCULINE” style


3. Men dressed in “feminine style�


3. Children/ teenagers: traditional


4. Boys and Girls & Teens who dress in opposite boy-girl styles


5. Things supporting gender stereotypes

SOURCES: Enough with the fashionable gender stereotypes http://community.feministing.com/2011/09/15/enough-with-the-fashionable-gender-stereotypes/ ANDROGYNY IN FASHION http://www.fashionising.com/trends/b--androgyny-androgynous-fashion-22284.html What did men want women to wear in the 40’s? http://sydneysvintageclothing.com/blog/what-did-men-want-women-to-wear-in-the-40s/ SEX STEREOTYPES http://www.psychalive.org/sexual-stereotyping/

IMAGES

http://www.thesartorialist.com/ http://sweepingchic.blogspot.ca/2012/05/look-like-lady-think-like-man-masculine.html Women's Fashion: Characteristics Perceived About a Female Based on Her Choice of Clothing http://people.wcsu.edu/mccarneyh/acad/Zagaski.html MEN IN HEELS http://www.dailymail.co.uk/femail/article-2061430/High-heel-shoes-men-Would-let-man-wear-10cm-heels.html “Men that like Fashion are Gay” http://www.fashables.com/men-that-like-fashion-are-gay/ Who Says All Gay Men Are Stylish? http://www.details.com/style-advice/rules-of-style/200707/who-says-all-gay-men-are-stylish Man dresses http://missiepopular.blogspot.ca/2013/05/what-about-some-man-dresses-and-designs.html Stuff Gay People Like: Not Being “Stereotypical” http://outfrontonline.com/social/humor/stuff-gay-people-like/stuff-gay-people-like-not-being-stereotypical/


STATEMENT OF INTENT Ver.1 Our major interest in this essay is to explore stereotypes and body images that exist in today’s fashion world; we want to remind and teach people, young and old, about the heavy impact it has on our daily lives. With our research and presentation, we aim to benefit people by helping them gain a new perspective on how they view the media, beauty, and most of all, themselves. The fashion industry greatly influences our society, and we have addressed its problems regarding culture, skin colour, gender and sex stereotypes, age, the able and the disabled, and the effect of media. Undoubtedly, culture plays a very important role in fashion. Disregarding religious beliefs, many say that there is freedom in fashion today. However, individualism is only accepted within certain boundaries; for example, a “plus-size model” would still be very pretty, and photo shopped into a more attractive looking, “perfect” “plus-sized” body. Furthermore, there are cases of skin bleaching, disregarding of disabled models, trans-genders, etc. Even advertisements promoting being different mostly hire beautiful and handsome models to make everything glamorous and unrealistic. People tend to identify others by judging them on how they dress before getting to know who they are. Some people are even considered as outsiders when they look a bit “different”. Ironically, fashion is like a poison to human society when it influences people to make unhealthy, or unnecessary changes to their bodies. People should love themselves and should not be stressed about their outfit and their appearance in other people’s eyes. All of this brings about a question–what do ‘perfect’ men or women look or dress like?

Ver.1: Revised by Chi (in red) Our major interest in this essay is to explore the issues surrounding body image and stereotypes (this should only really be part of what we discuss as all topics have stereotypes involved with them but its what we are trying to prove wrong… Diversity of/in fashion in probably more important and keeps it positive) that exist in today’s fashion world; we want to remind and teach people, young and old, about the heavy impact it has on our daily lives. With our research and presentation, we aim to benefit people by helping them gain a new perspective on how they view the media, beauty, and most of all, themselves. The fashion industry greatly influences our society, and we have addressed (we have not addressed anything yet ‘would like to present’ or ‘would like to address’) its problems regarding culture, skin colour, gender and sex stereotypes (more in-depth research would be needed for this one), age (and this one), the able(?) and the disabled, and the effect of media. Undoubtedly, culture plays a very important role in fashion. Disregarding religious beliefs (not needed as everyone holds different beliefs but this has nothing to do with the project), many say that there is freedom in fashion today. However, individualism is only accepted within certain boundaries; for example, a “plus-size model” would still be very pretty (in the eye of the beholder, but a better way of putting this would be stereotypically attractive), and photo


shopped into a more attractive looking, “perfect” “plus-sized” body. (is there proof/an actual visual example for this for this that shows the altering of a plus sized models curves? ..they also do this to regular sized models, no? are these examples to show up within the project?) Furthermore, there are the cases of skin bleaching, disregarding (more so the struggles) of disabled models, trans-genders (? What about trans gendered people? the research doesn’t touch on this issue it’s mostly on gender policing), etc. Even advertisements promoting being different mostly hire beautiful and handsome models (these are in the eye of the beholder is there an example of this you can make reference to here that would be part of the project as well?) to make everything glamorous and unrealistic. People tend to identify others by judging them on how they dress before getting to know who they are (does this have to do with branding stereotypes? And/or gender policing? …Overall body image in general, not only how a person dresses but how they look). Some people are even considered as outsiders when they look a bit “different”. Ironically (in comparison/effect to what?) Fashion is like (‘can be’ ..not ‘is like’ because poison only does one thing which is kill.. but it can be ‘like’ a drug) a poison to human society when it influences people to make unhealthy, or unnecessary changes to their bodies. People should love themselves and should not be stressed about their outfit and their appearance in other people’s eyes. All of this brings about a question–what do ‘perfect’ men or women look or dress like?

Ver.2 Our intent in this project is to remind and teach people, about the heavy impact (__stereotypes and the lack of diverse body images__) has on our daily lives. Our target audience is (__everyone? (is tis even possible we would have to choose a space in which we could reach everyone) males and females age 15-30? etc.__) Undoubtedly, culture plays a very important role in fashion. What we are exposed to growing up, or what our cultures tell us are fashionable can differ greatly from culture to culture, but can also remain perplexedly the same throughout time. Many say that there is freedom in fashion today. However, individualism is only accepted within certain boundaries; (___for example, a “plus-size model” would still be very pretty, and photo-shopped into a more attractive looking, “perfect” “plus-sized” body. Furthermore, there are the cases of skin bleaching (Figure2), not using models with physical and mental disabilities (figure 3,4), trans-genders etc. Even in the rare cases where “plus-size” models, models with disabilities or trans-gender models are used in main stream fashion, they are still prone to go under Photoshop, and hiring people who have a pretty face or a thin figure to make everything glamorous and unrealistic. ___) People tend to identify others by judging them on how they dress before getting to know who they are. In many places today people are considered “outsiders” when they dress differently from the cultural fashion norm. Ironically, fashion can be a harmful drug to human society when it influences people to make unhealthy, or unnecessary changes to their bodies. Through a compilation of media resources researched we, as a group, are hoping to develop a (_______) in which we will address the problems regarding how various cultures view and deal with the fashionable practices (and stereotypes) concerning (__skin colour, gender and sex, age, people with disabilities__), that the media perpetuates. we aim to benefit people by helping them gain a new perspective on how they view the media, beauty, and most of all, themselves. We are hoping to learn and understand how influentially connected our cultures are by the media fashion culture that connects us. The connections and networks are we aim to establish are in the fashion and media industries, and with regular everyday people. By making this ________ that we hope to have acquired a basic skill set and knowledge of __________,_____________,____________________ and ___________________. We are hoping that this ___________ will benefit people having trouble dealing with self-image issues in their lives. The Effect we would like to achieve with our project is a (__redeveloped awareness that people should love themselves and others for who they are and should not be stressed about their appearance in other people’s eyes. One should be able to express themselves freely with their fashion, and should not judge or be judged by stereotypes, and the outrageous and unrealistic standards of the fashion industry___).


Ver.3 When we wake up in the morning, every individual has their own way of preparing for the day. In that preparation period one object will always be common through the population as we look at it everyday both men and women. The mirror forces one into making decisions in relation to who they want to represent thus creating an obsession with body image. We intend to raise awareness about the issues surrounding body image in the fashion industry. We want to help people know and understand that the depiction of beauty in media has become a worldwide epidemic, not only damages one externally, but also psychologically. Through documentary style film and a social media campaign/push we intend target towards a diverse groups men and women around the in the greater Toronto area aged between 16- 30. These men and women will share the influences in their decision to change a curtain aspect of their body, weather it was family oriented, personal, cultural, medical, or the media. Body image is one of the most talked about topics in today’s fashion industry, however, some topics such as body weight undermine other pressing matters such as skin bleaching/tanning. Even though people are urged to embrace their own beauty, the idea that lighter skin is more beautiful is widely accepted because it is already deeply rooted into our views. There has been a big spotlight on issues regarding body size and eating disorders because people can immediately notice the alarming health problem. The issue of skin lightening lacks awareness as it may not seem ‘unhealthy’, yet there are many products out there that claim to change your skin tone, which are harmful to your skin and body for the long term. However, this is a great problem in terms of beauty. Skin toning is a small example of the in the topic of body it cannot remain overlook and we hope to bring enlightenment to the all aspects of body image to the general population to teach future generations as well as be in control of their lives influence.

Ver.4 Our intent is to raise awareness about skin colour issues in the fashion industry. We want to help people know and understand that the depiction of skin tone in media and the epidemic of skin bleaching, not only damages one externally, but also psychologically. Our target audience is the diverse skin toned men and women around the world in the ages of 16- 30, who are under the impression that their skin pigmentation or race isn't good enough, especially in terms of status, power and what media portrays. Wrong Values people have in general: Lighter your skin, the more beautiful you are. Lighter skin is a symbol of success and wealth. Celebrities all lighten their skins, and they are supportive of doing it. Lighter skin represents a higher status/class in society. People with lighter skin gets a better life. Creation of hatred towards one's appearance and culture Women with lighter skin are more favored by men. The notion of skin associated with other cultures- Africa, Asia, India etc Body image is one of the most talked about topics in todays fashion industry, however, most fail to realise that skin bleaching is also a big issue. Even though people are urged to embrace their own beauty, the idea that lighter skin is more beautiful is still widely accepted because it is already deeply rooted into our views. There has been a big spotlight on issues regarding body size and eating disorders because people can immediately notice the alarming health problem. The issue of skin lightening lacks awareness as it may not seem ‘unhealthy’, yet there are many products out there that claim to change your skin tone, which are harmful to your skin and body for the long term. However, this is a great problem in terms of beauty. It is inter Different standards of beauty creates a big influence in our life based on different historical backgrounds. From Men to Women, Western to Asia, people tends to have stereotypes on skin colours. We think that people should accept their natural beauty, and understand the difference between different cultures. The value of beauty should be: confident Hypothesis - How mainstream media shares connection to the negative and positive influence in young adults


Ver.5 Intention: - To find out why people change their bodies, and whether its a good thing or a bad thing? - To find out the impact fashion has on regular people; the relation between mainstream fashion and the way we change our bodies? - Find out why people look the way they look? - Find out what drives people to dress the way they dress, and address the positive and negative issues in social media. - Main stream fashion -> effects it has on people (do they embrace it? do they ignore it? or are unawarely affected?) -> changing or not changing their bodies -> find out if this change is good or bad -> post results onto social media and raise awareness of our results

Ver. 6: Revised -Explore stereotypes and body images that exist in today’s fashion world; we want to remind and teach people, young and old, about the heavy impact it has on our daily lives. -We want everyones to realize the underlying fact that majority want lighter/ or darker skin tones, and that by having a particular skin tone you are “more beautiful” that others is not true. Everyone is beautiful for their own skin tone, and it should not affect someone’s opinion of themselves or others.

FINAL BRAINSTORMING

3/18 class feedback notes: - how racism is in with the mannequin - ‘undoing; things - do it in an accessible way -personal de colonising - markers on the maniqauins- creating one tone - horse racing with different colour- how fast they are, slow they are (stupid idea)/ how rediculas it is - have parent introduce something different -sent out messeges to agencies- understand why they use these coloured people - power of language - nayani* PIC: Body Image-Shadeism, Skin tone X Fashion demo, animation, side-by-side, celeb endorsement, need for a product, dramatize, insights, slice of life, bigger than life, analogy Print, radio, TV, direct Mail, Billboards, instore-retail P.R., mobile/ tablet, viral, social media, web/banners, guerilla/ambient, consumer generated, apps


"We intend to raise awareness and challenge people's perceptions of the issues surrounding skin colour that the fashion industry perpetuates into our cultural subconscious. We want to help people know and understand that the depiction of skin by fashionable/fashion media has become a worldwide epidemic, not only damages one externally, but also psychologically." we want people to take away self-esteem and the message that Our natural skin colour is beautiful, and we shouldn’t use products to change it. how do we as a group in our project show/bring to light how fashion externally and psychologically damages or perception of skin? while giving people the self-esteem to not want to change their natural skin colour? We are hoping to get a better understanding of people and how deep skin perception goes and And we gain a better perspective on ourselves a glimpse into understanding others? What’s the point of bleaching your skin when doing it is based on false ideals, coming back to the lighter you are the more successful in life you will be. Which skills and capacities are you hoping to gain? More sensitivity to others Changing the way we think Research skills Which connections and networks are you aiming to establish? None that we can think of. Our message (to all ages): Our natural skin colour is beautiful, and we shouldn’t use products to change it. -Self-esteem PROJECT: -Fashion line -Film -Ad campaign (Comparison, symbols..) -Story -Kid’s value on skin colour -make up -tanning -Olympics logo -Natural Beauty (nature X skin colour ex: brown person lies in soil) yellow-sun / brown-soil / white-cloud / black-night/ -Red roses --> beautiful (blue, white….)

Diversity is beauty. Embrace your natural beauty. Free your skin from restrictions. Is your perception of beauty true?


how do we as a group in our project show/bring to light how fashion externally and psychologically damages or perception of skin? what kind of project would do this? Natural Beauty (nature X skin colour ex: brown person lies in soil) yellow-sun / brown-soil / white-cloud / black-night/ -Red roses --> beautiful (blue, white….) fruits (skins, flesh) (ex. grapes, apples, pear, papaya, flowers (ex. roses, tulips, chrysanthemums) Foods/Drinks (beer, coffee, coke, hot chocolate, milk tea, ice tea… ) leaves, sun, sky -skin tone post it notes on mannequins (on one manne a person puts the sticky note of their true colour on another their prefered tone.) - mannequin photo shoot with “food”/ melting into skin toned foods

All skin colours are beautiful. Beauty is Diversity.

colorISM

Media and society today promote certain skin colors that are percieved to be ‘beautiful’. Please help us understand the idea of colorism and elimiante the notion of labeling the status of men and women in terms of their skin color . This project involves the OCADU demographic-student/ faculty to connect their own skin tone to the one they perceive. There are diffrent coloured makers which representing different decents, you can choose appropriately to which you originated from. EX.

QESTION1 QESTION2

1. what shade are you?

2. which shade have you ever prefered to be EUROPEAN DESCENT MULTI- DESCENT SOUTH ASIAN DESCENT MIDDLE EASTERN DESCENT ABORIGINAL AFRICAN DESCENT EAST ASIAN DESCENT

RESOURCES: -http://www.moorizzlasays.com/?p=586 (Slavery legacy…) http://vimeo.com/16210769 -Perceptions of and Preferences for Skin Color, Black Racial Identity, and Self-Esteem Among African Americans http://www.uncg.edu/hdf/facultystaff/Coard/Publications/Perceptions%20and%20Preferences%20for%20Skin%20Color.pdf


FINAL OUTCOME First week

Second week


TOP: ORIGINAL BOTTOM: SKIN TONE WANTED

FIRST WEEK: Data collected showed a preference towards lighter skin from their original skin tone.

SECOND WEEK: People started to joke around and vandalize posters, but interstingly they tended to choose the darker skin tones more, as if “rebelling�

This assignment made me wonder: when will somthing like this truly dissappear? I also learned that the longer you expose something to research, the more chaotic or inaccurate they become.


MANIFESTO : REDUX why here, why now, why you? what your for, again, and why? is change necessary, and why? - Why NOT here? Why NOT now? - EVERYTHING i do and can do depends on WILL POWER and BELIEVING in my abilities. - Why live life with regrets? - You live only once. TRY and don’t be afraid of FAILURES. Failing builds character - IF you are not happy with something in your life, take action and try to CHANGE it. Live happy. or learn to live with it. what is your criteria for design: what are your demands, rules, guiding principles and condemnations - simplicity - function - aesthetic - THERE ARE NO RULES for design. What you learn in school is GUIDANCE, not LAW. - try to be different, or do something the same and do it BETTER. - inspiration is key - be OPEN MINDED, you set your own boundaries. how will the world change as a result of your ideas being implemented? what is your call to action? - everyone being open minded, creative and positive - maybe a lot of people will quit jobs. search for their passion.


AS A DESIGNER... 1. BE DARING 2. BE OPEN-MINDED 3. WORK WITH INSPIRATION 4. BE ELEGANTLY SIMPLE OR BEAUTIFULLY COMPLICATED 5. BE DIFFERENT OR DO SOMETHING BETTER 5. HAVE FUN

SET FOR LIFE BE HAPPY DON’T LEAVE REGRETS FIND WILL POWER D0N’T BE AFRAID OF FAILURES YOU LIVE ONLY ONCE MAKE CHANGES THAT YOU WANT TAKE CONTROL OF YOUR LIFE LOVE I was unsure of what to do in Queen’s. I spent 1st year trying everything... psychology, economics, art history, anatomy, biology, etc. In second year, decided to go into Art Conservation. However, I always had dream of design and art and what I studied at Queen’s wasn’t bad, but I felt life could get better. I also did not want any regrets in the future. If i failed, then I failed. But by not doing anything i would never find out. Since I was a late starter, OCADU was the only place that I had the option to put in an application for, and started my portfolio in February and worked very hard, while also tackling assignments from queen’s. My interview went well, and after persuading my parents, I got into OCADU to start fresh. with this experience I learned that not all change is good, but some changes are necessary, and they all help build who you are. right now im in a phase where I am settling into the change I made. From this experience, I’ve matured and learned: try hard enough, and you will get rewarded. You are the one who can make the changes happen. Good or bad. it’s never too late. Be someone you yourself will be proud of. leave no regrets.


CHARETTES CHARETTE 1 1. Designing a package to look bigger on the shelf. • Factors to consider/key discussion points: - Bigger = easily seen -> more interest -> likely to sell more - Bigger= less products on display - Bigger = makes it seem like the consumer is buying more than paying - May cost more to make package •

Yes

No

Can’t agree

2. Designing an ad for a slow, boring film to make it seem like a lighthearted comedy. • Factors to consider/key discussion points: - lying = negative image = not good to consumer - may initially attract a large audience, but later very likely will decrease substantially

Yes

No

Can’t agree

3. Designing a crest for a new vineyard to suggest that it has been in business for a long time. • Factors to consider/key discussion points: - may have negative reaction -> tricking consumers - gives trust to consumers - can go both ways, as some consumers may prefer old vineyards and some may prefer new ones - may look more expensive and sophisticated - combining new and old may spark interest in consumers • Yes No Can’t agree


4. Designing a jacket for a book whose sexual content you find personally repellent. • Factors to consider/key discussion points: - depends on how people think -> my personal preference should not matter - different perspectives by range of ages, especially elderly people think immorally - it could be a conceptual jacket -> work out with art director - it’s the job, need to keep it professional, not personal • Yes No Can’t agree

5. Designing a medal using steel from the World Trade Center to be sold as a profit-making souvenir of September 11. • Factors to consider/key discussion points: - could be positive -> raising awareness, showing respect by saying we remember - could be negative -> poking fun at the incident - profits can go to help people who lost loved ones during WTC bought through donations, etc - recycling material •

Yes

No

Can’t agree

6. Designing an advertising campaign for a company with a history of known discrimination in minority hiring. • Factors to consider/key discussion points: - IF consumer finds out, may have negative reaction towards product, and also the advertising company -> youtube videos, blogs, etc. bashing the company and ad agency - company as well as ad agency reputation hurt - as designers who work under a big firm, we have no real choice if it comes to an ultimatum - but if owning own company or freelancing, will not do so.

Yes

No

Can’t agree

7. Designing a package aimed at children for a cereal whose contents you know are low in nutritional value and high in sugar. • Factors to consider/key discussion points:


-

children love these kind of food so not very morally challenged; if nutritional aspects are clearly shown in package, they may not eat it

- the package design will not be making the cereal seem more nutritious than it really is. Whether it is bought or not is up to the consumer. •

Yes

No

Can’t agree

8. Designing a line of T-shirts for a manufacturer that employs child labor. • Factors to consider/key discussion points: - this is not a matter of personal preference; child labor is just wrong, and to help promote the manufacturer would be morally wrong. - I guess money is money

Yes

No

Can’t agree

9. Designing a promotion for a diet product that you know doesn’t work. • Factors to consider/key discussion points: - most diet products already don’t work; so doesn’t really bother me; would do it - however, if product is seriously harmful, wont do it • Yes No Can’t agree 10. Designing an ad for a political candidate whose policies you believe would be harmful to the general public. • Factors to consider/key discussion points: - money is money; job is a job; no personal preference - however my interest in politics would also greatly affect if I would do this or not - ad campaign might even help people realize the policy is harmful - how harmful? Educational system? False hope? War? The severity of the harm would determine my motivation • Yes No Can’t agree

11. Designing a brochure for an SUV that flips over frequently in emergency conditions and is known to have killed 150 people. • Factors to consider/key discussion points: - does this brochure not inform people about these hazards? If so, I would -> up to consumer


-

If they hide the fact and try to sell more, would be wrong -> lying and dangerous

Yes

No

Can’t agree

12. Designing an ad for a product whose frequent use could result in the user’s death. • Factors to consider/key discussion points: - can go both ways; ad could warn consumers about the danger of the product, not promote it - if ad is designed, must have mention of the death hazard (like cigarettes)

Yes

No

Can’t agree

Main discussions were about personal morals vs. money. Realistically, personally think everything is circumstantial, but ideally I would choose morals over money.


CHARETTE 2

Charrette 2: Soria Han Part 1: What is “Good Design”? There are 2 types of good design, one that makes a strong impact on the viewer (good or negative response) and one that follows the rule “Less is More”.

What defines a “good designer”? A good designer addresses a problem to be solved and solves it using appealing elements Part 2: Design a want- ad for a “good designer” - definition - skill sets and expertise - job description and expectations and responsibilities A designer who will understand the client and target’s needs and successfully create something that is appealing for us to sell. Skills: Knowledge of basic design programs such as Adobe InDesign, Illustrator, Photoshop, etc. Ability to produce an effective strategy to reach a successful conclusion Problem-solving skills Clear communication skills Using a Mac Ability to provide many ideas from different perspectives Multi-tasking Team player/ Communicating with others, sharing ideas Time management ** Being prepared for any unexpected situations Long-hours


DESIGNERS WANTED CHECK THE BOXES THAT APPLY TO YOU! I CAN UNDERSTAND THE CLIENT’S AND TARGET MARKET’S NEEDS. KNOWLEDGE OF BASIC DESIGN PROGRAMS SUCH AS ADOBE INDESIGN, ILLUSTRATOR, AND PHOTOSHOP. ABILITY TO PRODUCE AN EFFECTIVE STRATEGY PROBLEM-SOLVING SKILLS CLEAR COMMUNICATION SKILLS ABILITY TO PROVIDE MANY IDEAS FROM DIFFERENT PERSPECTIVES MULTI-TASKING TEAM PLAYER/ COMMUNICATING WITH OTH ERS, SHARING IDEAS BEING PREPARED FOR ANY UNEXPECTED SITUATIONS TIME MANAGEMENT WORKING LONG-HOURS WHEN NEEDED

If all of the above applies to you, and you are interested in getting a job, contact: K_JOBS@OCADU.CA


CHARETTE 6 Group members: Soria Han, Ting Hsu, Haneen Arshad, Dong Wuk Kang, Chimane Samuel, Kudzai Reppoh Were there subject areas or considerations missing from your research? - The message of the plus size model sent(slightly overweight or obese) - Men size vs women size - Historical references (what led to these issues regarding stereotypes and body images) - Influence of culture has on skin colour Were there any additional connections between concepts that your classmates were able to point out? - Health (average body size, food..) and it's connection to culture and skin ( person that's overweight is brown, person that's on wheel chair and bleaching) - Tanning in Canada vs bleaching in asian countries - Hair

Class feedback to your statement of intent (areas of improvement, feasibility, etc.). - More discussion about skin tone - ”Overweight” vs. “Obese” - Cultural influences on what is “overweight”, “obese”, “skinny”, “healthy”, “beauty” - The notion of skin associated with other cultures- asian, India etc - Skin colour associated with class Considerations for revisions. -Change of perception and body representation based on colonialism (different social class) - Example: a model who is coloured, disabled, transgender… etc an “all in one” - To discover more on “clothing”, different value system, and how people “label” themselves as well as clothing lines - Individualism and how it is portrayed in fashion and media vs reality - The effect of media, and celebrities - appropriation; (ex. rihanna, gwen stefani, lady gaga -religious appropriation) - Shadism, Skin tone

As a group, we were still having trouble about one area to pick and execute our ideas. We had more than we can chew.


CHARETTE 1 : REDUX

During discussion, I found that all of my views from Charette 1 were unchanged. I still choose morals and my values over money, and still believe that if it comes to a life or death situation, I will most likely choose money in that case. My new group memebers (initial charette 1 members not in the class anymore) shared similar views as I did.


END


Think Tank Process Book