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MFA thesis Designer // Cecilia Wen

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d e s i g n e r [ Cecilia Wen ]


[ Contents ]

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Instructors Phil Hamlett, Bob Slote, Dave Gottwald, Carolina De Bartolo School Academy of Art University Year Spring 2016 Bindery Blurb.com Printing Blurb.com Typeface Brandon, Handcrafty Designed by Cecilia Wen

+1 (415) 8129816

www.ceciliawendesign.com wenrouaau@yahoo.com @ All rights reserved. No portion of this book may be used or reproduced in any manner without written consent of Cecilia Wen. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.


Encourage Creativity in American Children mfa thesis Design by Cecilia Wen


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[ About This Topic ]

Why I choose this topic?

Three years ago, I found an article on “Children’s

will have my baby. Through my research I found

Creativity” in the local newspaper. It mentioned

that creativity is important for the society. As a

how most children’s creativity has been in a

graphic designer, I would like to use the visual

steady decline over the past 50 years. After

language that I work with, to benefit the spark

reading this article, I developed a strong interest

children need to foster creativity. Utilizing

in this topic.

visual language to help children is the topic

I like children! I enjoy dealing with them and this sparked an interest in all articles about their education. Most of my friends have already had children. They really care about their children’s development and education. In the future, I

I have chosen for my thesis project. How can I use graphic design to help parents encourage their children to discover their creativity and stimulate children to think out of the box is what I want to do in this thesis project.

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[ Contents ]

Contents

01 05 04 05

Preface Background / Problem / Strategy and Goal P/ / 005 -017

Deliverables The Brand / Identity System / kit / Game Card / Website / Campaign P // 083 -125

02 05 05 05

Research Connections / Personas / Survey / Event / Insights / Related Articles P // 019 -057

03 05

Process Ideation / Competitors / Visual Exploration / Identity Development P // 059 -081

Deliverables Plan and Questions / Suggestions / Quotes P // 127 -137

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[ Preface ]

The lack of children’s creativity is a huge social concern for most parents and teachers. Finding data and research to understand the history and reasons that have caused this situation are meaningful to this study.

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[ Preface ]

01 // background

Creativity Is Now As Important As Literacy.” —Ken Robinson

Overall Creativity is The Most Important Quality we have, and it’s also the most important factors, leading to success. The creative environment can be established in children’s lives. The Child, who would like to think more, think uniquely, and think individually will have a big harvest on knowledge and skills in daily life. Creative thinking is also very good and important for children for their future lives. It will help them to perform better than others.

The issue However, after I did lots of research, I found that creativity is in steep decline. For 50 years, children’s creativity has seen a significant decrease, especially younger children from kindergarten through sixth grade. Often, children spending time with screens takes time away from the activities we know they need for optimal growth. Children today are playing less than kids played in the past. Kyung Hee Kim, a professor of educational psychology, spent the past decade studying creativity in over 300,000 students in the U.S. After she tested these students’ creative thinking in different aspects, she found that creativity scores have decreased since 1990. Our education system is not positioned to curb this trend. Due to the No Child Left Behind Act (NCLB) of 2001, many schools have eliminated courses for subject areas and activities not directly aligned to the NCLB’s accountability standards for Federal funding. More time is spent preparing for standardized exams, focused on specific core subjects, including Math, English, and Science, and less time supporting creative, child-driven learning.

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[ Preface ]

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Most Important Leadership Qualities over The Next Five Years

Global Thinking Openness Influence Dedication Creativity Humility

0%

10%

20%

30%

40%

50%

60%


[ Preface ]

Analysis of US Test Scores on Creative Thinking

2013

1990

2013

1990 Fluency score (Ability to produce ideas)

Originality score (Rarity/creativity of response)

2013

1990

1990 2013 Creative strengths score (Range of creativity)

Elaboration Score (Amount of detail in responses)

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02 // PROBLEM

Children lack hands-on experience, and their creative thinking is not encouraged. Children have no creative environment.

Children’s creative thinking is not encouraged.

Hands-on experiences are important

Moreover, children respond strongly to

Parents and teachers have little tolerance

to children. Nowadays, children spend

others’ prompting and feedback. If parents

for mess and noise. And they always give

an increasing amount of time each day,

can build a creative environment for their

children only one answer, instead of

interacting with electronic devices.

children, it will help them develop their

teaching problem solving. It is important

These screen symbols aren’t able to

unique thought processes. The creative

to encourage and support students when

provide as full an experience for kids as

environment can be established in children’s

a mistake happens to be sure they persist

the interactions they can have with real

lives. The child who would like to think more,

and encourage children to take risks

world people and things. As children are

think uniquely, and think individually will

when doing creative activities. To do this,

more and more glued to video screens,

have a big harvest on knowledge and skills

begin by taking an interest in what they

they have become less active, less alert,

in daily life. However, because of society’s

are doing. Let the child know there are no

less sociable, and far less educated than

decreased value of creativity and heavy

wrong ideas, and people make things no

previous generations.

workloads, parents don’t have the patience

one has ever made before.

or time to foster a creative environment for their children and interact with them.


[ Preface ]

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[ Preface ]

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03 // Strategy and goal

Hands on experience

The importance of creativity

The goal is to help parents to improve their children’s hands-on

Improving parent’s awareness that interacting with a screen is

experience and develop their sense of touch. Art and craft

not good for children and restricting children’s time spent

toy making is a wonderfully fun way for young children to tap

on interacting with screen. Many parents do not know the

into their imagination, deepen their creativity, and explore

importance of children’s creativity and do not pay attention to

new materials, while developing self-confidence. I want to

the harm brought by electronic products. I want to emphasize

prompt a concept to parents that a good toy can provide

this point vigorously; schools need to raise awareness among

rich, creative play opportunities.

parents in recognizing and understanding this issue. This will enable them to focus more on how to improve and incorporate children using their imaginations as part of their daily lives. This also, allows parents to use proper ways and means to educate their children.


[ Preface ]

To help parents and teachers rediscover their children’s creativity, I want use graphic design to encourage children to think outside the box, develop a creative environment for them, increase their hands-on experience, and increase the interaction between children and their parents.

Encourage creative thinking

Increase the interaction

For this point, the goal of my project is to encourage children

The goal is to increase interaction between parents and their

to take risks when doing creative activities. Children will never

children. Due to their heavy workload, parents often have

come up with anything original if they are not prepared to

little time to communicate with their children or provide

be wrong. Encourage and support students when a mistake

them an environment filled with creativity. Offering creative

happens to be sure they persist. Let the child know there are

activities to children and their parents is the problem I want

no wrong ideas and people make things no one has ever made

to solve in my project. I want them to create something

before, and encourage them to create some unique things.

together through the game, as well as increase the child’s interest in innovation.

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[ Research ]

Research is important because we can know the topic and audience better. Through doing research, I can gather enough information to make smart decisions and ideas. Doing research really helps me to improve my knowledge about the subject and find more interesting ideas.

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01 // What I did

To do this project, I met and connected with people involved in children’s education and talked with children and their parents.

For me, doing research is a good start for my project. I read lots of articles and books about children’s creativity. Through doing research, I have not only gained a lot of inspiration, but also met many people, including teachers, parents, and children. These people greatly helped me to find a good idea to develop my brand. Their feedback and suggestions helped me find interesting insights for my project. After I did the research, I put that insightful information into my design.


[ Research ]

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[ Research ]

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02 // Finding connections


[ Research ]

For finding new useful insights, I tried to find the connection within the world and explored the relevance of these areas, conceptually and visually. I made a list of these elements: people, places, things, ideas, etc. And tried to find the connections between them. Finding those connections helped me see interconnectedness of all things and the impact of my work in the overall affairs of the world. As a designer, I want to imagine new ways of doing things and create the connections other individuals cannot.

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03 // 18 Connections

Magic

CONCEPT

Books and videos about magic might expand children’s imagination and help them to think more creatively.

Teachers

rules

Research shows that teachers will not feel the need to suppress creative students when classroom dynamics do not require that all students follow all the rules all the time.

Draw

play

Many aspects of creative play promote learning and development in children. It is important for children to express themselves in many ways. Giving a child the freedom to draw or create something by themselves will liberate them and give them confidence.

Lego Movie

limited

This educational movie release does not stifle a child’s creativity by trying to fit them in a box that fits what the world expects. That is a good example of using an interesting way to educate parents and change their wrong thoughts.

Manipulative

sense

Manipulative ability can develop children’s senses. Give them access to a wide range of materials to encourage their sense of touch. Finger painting can be messy, but it’s a great activity for sensory development.

Education

parents’ sight

The education system has the same hierarchy of subjects all over the world. So grad is important in parents’ sight.

Confidence

ARTS

Art making is a wonderfully fun way for young children to tap into their imagination, deepen their creativity, and explore new materials, while developing self-confidence.

Experience

SCREEN

What children see or interact with on the screen is only a representation of things in the real world. Screen symbols aren’t able to provide as full an experience for kids as the interactions they can have with real world people and things.

Health play

computer

What the child does with computer games is play according to someone’s rules and design. This is profoundly different from a child having an original idea to make or do something, and it is not good healthy play.


[ Research ]

Critical thinking

think

Critical thinking has become a really buzzword in education. Critical thinking elevates thinking beyond memorization into the realm of analysis and logic and is about knowing how to think, not what to think.

Device

motivate

If the electronic technology can be used properly and correctly, it is better to use more electronic products to help children to develop their thinking. The content is important.

Consumption

interest

Today’s consumption and advertising have made children’s interests became possession, rather than realistic.

Individuality

Parents

Parents with little tolerance for mess, noise, and ambiguity may demand kids speak, think, and act “correctly” —leaving little room for individuality.

Aesthetic

unique

In promoting aesthetic experience, a creative environment can be established in children’s lives. The child who would like to think more, think uniquely, and think individually will have a big harvest on knowledge and skills in daily life.

Leisure

consumers

Leisure activities, like TV and video games, can make kids passive consumers, rather than stimulating their innovative energies.

Wrong

lose capacity

Children will never come up with anything original if children are not prepared to be wrong. And by the time they get to be adults, most kids have lost creative capacity.

Join

guide

Parents can realize how to help their children to develop thinking and to guide their children correctly by letting parents join their children’s activities.

Models

Parents

The parent’s role in their children’s learning evolves as kids grow, but one thing remains constant: we are our children’s learning models. If parents support children’s thoughts and interests, their children can develop their interests in a very good harmonious environment.

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[ Research ]

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04 // pe rsonas

Who is my audience? My projects will mostly focus on the parents whose children are reading in kindergarten through third grade (age range: 5-8) and their children.

8 archetypes I identified the people I may run into for interviews about how they can help children to increase creative thinking skills. This helps me to anticipate the audience and to prepare for asking questions.

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[ Research ]

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[ Research ]

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[ Research ]

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[ Research ]

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[ Research ]

0 5 // event

In order to study this topic deeply and investigate how to increase children’s creativity, I held this conversation, called children’s creativity, to let invited people discuss this topic and feel creativity. Through doing this conversation, I got lots of new ideas and insights, and I distilled all of that visual and conceptual information into my final design.

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Tim and Place

NAME//TITTLE

Children’s creativity
How to encourage imagination in American children. SLOGAN

Come join in a discussion and activity to help children rediscover their creativity. PLACE

Arguello Blvd & Anza St, San Francisco, CA 94118, Inner Richmond DATE

Mar. 30, 2014/ 11:00 am


[ Research ]

Idea and Detail

STUFF Candies, water, cookies, invitation cards, watercolor pen, blank papers, buttons, small sheets cloth, glue, different shape of cards, colorful tapes, and so on.

PARTICIPATIONS My target audiences are preschool children and their parents. To have different opinions and ideas, I find the some parents and their children, a kindergartener who knows about children’s creativity, a game designer, and some students interested in this topic.

INTRODUCTION Do you know creativity is decreasing in American children? Have you ever thought about children’s creativity? Our children’s future success depends on creative education. I am a MFA student; Creativity in American children is my design thesis topic. Now, I am investigating why creativity is decreasing in American children, and how can we rediscover children’s creativity. To study this topic deeply, I held this conversation, called children’s creativity, to let invited people discuss this topic and feel creativity. In this party, parents and other adults will play with their child and make some creative things. I want to know different experiences and thoughts through this conversation to give me new ideas and insights.

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[ Research ]

Process and Questions

Ask questions before the activity What you think about this stuff? 
 Do you think it’s a good toy? (Both children and adults) What kinds of toys does your child like?

The activity
 My target audiences are preschool children and their parents. To have different opinions and ideas, I find the same parents and their children, a kindergartener who knows about children’s creativity, a game designer, and some students interested in this topic.

Ask questions After the activity Do you know creativity is decreasing in American children? What do you think caused creativity decrease?
 What’s kind of activity do you think can raise children’s creativity? Have you ever accompanied children to play like that?
 Are you receptive and encouraging of creativity? Are you afraid your children will be wrong?
 Do you feel enhancing manipulative ability can improve children’s creativity?

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[ Research ]

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What They Said

I don’t think just the games themselves were decreasing children’s creativity, but I was thinking that it’s too large a portion of their time. ”

Outdoor activities are very important for children’s creativity. They can learn the skills to survive. ” —Ricky

—Jeremy

I don’t know what I’m drawing. It just looks cool. These are cool lines. ”

Not to draw whatever we want. Our teacher teaches us how to draw. ”

—Angela

—Angela

Now, I definitely try to keep them away from the computer. ” —Jason


[ Research ]

Well, I think it’s more important, like you said, about creativity and having fun. That is why I picked the art school. ”

—Bipin Patel

—Steven Clarke

Everybody in school every day makes them robots, cardboard. We don’t really buy any toys. We made a lot of stuff out of wood. ”

What is kind of interesting is that all the kids are in the same school, and they encourage the kids to solve their problems; that is good. ”

When they kick out an idea, even if it is gonna be a mess or something, just try to say yes. ” —Vicky Keston

—Steven Clarke

Using electronic devices right; it helps increase children’s creativity. ” —Vicky Keston

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Interesting Ideas from The Event

Children like to play with other children. They like group activities. Their parents also like to see them play together.

Children like to play with other children. They like group activities. Their parents also like to see them play together.

Nursery schools don’t have enough time for creativity training. Children can only have two art classes and a music class per week. And their parents also claimed their children have been led by their teachers when studying something. The teachers don’t let them create by themselves.

Many people thought that the effective ways of training children’s creativity are to let them have art and music classes.

Many parents believed that art schools are good places to enhance their children’s creativity, and they have transferred their responsibilities to the schools.

Many parents have no time to accompany their children. They believed they cannot solve the problem at home and admitted that they don’t have too much time or patience.

Most people don’t know American children’s creativity is decreasing. They believed this situation should be happening in poor region and countries.

Some parents don’t recommend their children use electronic devices, and they believe that electronic devices are harmful to children. Some other parents believe that the decreasing of children’s creativity are not caused by the electronic games.

Parents believed that the format of the games is significant. The free style games can train the children’s creativity.


[ Research ]

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06 // Insights

Children spend many hours each day interacting with bad format video games and television.

Media research firm, The Michael Cohen Group (MCG), released the results of its recent nationwide survey, which polled 350 parents about the play habits of their children age 12 and younger. Touchscreen devices got the most overall playtime, according to the poll, with over 69 percent of parents claiming their child uses a touchscreen “often” and roughly 38 percent claiming “very often.” Screen symbols aren’t able to provide as full an experience for kids as the interactions they can have with real world people and things. As children are more and more glued to video screens, they have become less active, less alert, less sociable.


[ Research ]

A good toy, a toy that nurtures creative play is ninety percent child and only ten percent toy.” — Susan Linn Author of The Case for Make Believe

Children are playing less with good toys that nurture creative play that is ninety percent children and only ten percent toy.

Toys that are open-ended—crayons, play dough, dress-up clothes, blocks and musical instruments —provide especially rich creative-play opportunities, because they encourage experimentation, can be used in many ways, and used differently every time. Play is useful, engaging, and exciting for children, when they drive the play, when they’re in charge of what’s going to happen in the play.

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Most parents don’t know how to foster a creative environment, and they spend less time interacting with their children.

Parents want to their children be creative, but because of society’s decreased value of creativity and heavy workloads, parents spend less time communicating with their children. Also, they don’t have the patience and time to foster a creative environment for their children; they also don’t know the correct way to encourage their children’s creativity. After doing my survey, I found that the parents care about the education of children’s creativity. Sometimes, they did not help their children to increase their creativity, because they don’t know how to do that. I sent 40 questionnaires to parents, 61.53% people think the major reason they created no creative environment for their children is they spend less time to do creative activities with their children.


[ Research ]

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07 // Related articles

Sitting young children in front of a television for hours also prevents that child from having hours of other developmental experiences. Children need real-time social interactions; technology such as television can prevent that from happening. Children have to have an integrated and well-balanced set of experiences to help them grow into capable adults that can handle social-emotional interactions as well as develop their intellectual abilities. There are going to be computer programs and sites on the Internet and television shows that have content that may be appropriate for an 18-year-old, but very inappropriate for a child younger than eight years. Bruce D. Perry Using technology in early childhood classroom

What’s Wrong with Computers? Physical hazards include wrist and neck injury, eyestrain, obesity, and the possibility of toxic emissions and radiation. Emotional and social hazards include social isolation, weakened bonds with teachers, lack of self-discipline and self-motivation, emotional detachment from community. Intellectual hazards include lack of creativity, stunted imagination, poor language and literacy skills, attention deficit, too little patience, plagiarism, and distraction from meaning. In early childhood and at least through elementary school, concentrate on developing the child’s own inner powers, not exploiting external machine powers. Brian Harvey The Alliance for Childhood Report


[ Research ]

The elementary-age child fine-tunes these motor skills, as his senses, organs, muscles, and bones continue to mature. His thinking skills, of course, are also advancing. But his whole being is naturally tuned to learn through the window of feelings, as he makes correspondingly dramatic gains in emotional and social development. This is a time for storytelling, music, creative movement, song, drama, making things with the hands, practical and fine arts of every kind--in short, every educational technology that touches children’s hearts. They capture children’s imagination, waken their interest in learning, and serve their ever-expanding sense of the world around them. Only around puberty does the child’s dominant mode for learning finally shift toward the conscious intellect, as abstract considerations of logic and cause-and-effect reasoning gradually begin to hold sway in his mind. Miller, Edward, Ed. Fool’s Gold: A Critical Look at Computers in Childhood

What children see or interact with on the screen is only a representation of things in the real world. The screen symbols aren’t able to provide as full an experience for kids as the interactions they can have with real world people and things. And while playing games with apps and computers could be considered more active than TV viewing, it is still limited to what happens between the child and a device — it doesn’t involve the whole child’s body, brain, and senses. Valerie Strauss Is technology sapping children’s creativity?

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[ Process ]

Process and exploration are really important of how to approach design. The Design Process can help others better understand the thought process and figure out their source of inspiration. Design exploration allows designers to continuously enhance and improve their ideas, perfecting their creations. Researching any photos and texts on this topic can be a good source for finding inspiration.

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01 // Ideation

Why a kit and a game? An excellent toy should be open-ended, and

to let children use different materials to create

improve the child’s creativity. For a child, a

their own fantastic world.

handcrafted kit is a great toy; it can not only improve the child’s hands on experiences, but also enhance their creative skills and sensory experiences. Sensory experiences provide open-ended opportunities, where the process is more important than the product; how children use materials is much more important than what they make with them. The most obvious cognitive skills, sharpened by sensory play, are problem-solving and decision-making. So that is why I chose to design a handcraft kit

This game allows children to communicate better and interact with others, so they produce enthusiasm towards creativity. There is a lack of exchange and communication between children and their parents. It seems parents don’t know how to improve children’s creativity, and this card game can hopefully solve this problem. Parents and children can play with this card game while encouraging their children to think out of the box and be creative.


[ Process ]

An excellent toy should be open-ended, and improve the child’s creativity.

The concept of the Story Stage kit In dealing with children, I have found that they love watching cartoons and listening to stories. My first thought was to let them create their own cartoon characters and their own story. Figuring out an effective method to show and share their characters and stories is very important. So, I came up with this idea: build a stage for them, so they can use its to show their characters and stories. When I told some parents and children about this idea, I received great encouragement and affirmation. Story Stage is a handcrafted toy kit, and it not only offers different craft materials to kids so they can create their own characters, but I also designed a stage for them to play on, allowing them to show their stories and neat ideas.

The concept of the game card Children create their own stories and show them to others is a great way to spark children’s imagination and enjoy a fun activity. So the initial concept design was a card game to create stories, which increases interesting and participatory experiences with the product. Parents can help and guide their children to create their own stories, improve their communication skills, as well as support and encourage their children’s creations by playing the game with them. Children can not only expand their creative thoughts by playing this card game, but also increase their interests to create new things.

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[ Process ]

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Advertising

Improving parent’s awareness that interacting with a screen is not good for children. Tell the parents the importance of hands-on experience and promote my brand and my product.

Game card

I would like to make parents encourage their children’s creative thinking and increase interaction between parents and children and have fun.


[ Process ]

Handcraft Kit

I would like to use this kit to prompt a concept to parents that a good toy can provide rich creative play opportunities. This kit could also help parents to improve their children’s hands-on experience and develop their sense of touch.

Website

Improving parent’s awareness of the importance of creativity. Promote our brand and sell our products on this website.

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02 // competitors

Green kid crafts They provide handcraft kits with different themes. For example: Outer Space, Kitchen Science, Nocturnal Animals, Backyard Science, Ocean, and Mad Scientist. Children can choose any themes they like.

CREATIVITY CAN Their product is a small container of simple, colorful materials, like pipe cleaners, googly eyes, and yarn, encouraging people of all ages to imagine and invent, while engaging in a brain-activating, hands-on activity.

KIWI CRATE Their product is a subscription box for children ages 3-8. It arrives every month with all the materials and instructions needed to complete. Monthly deliveries help kids to get hands-on experience with art, science, crafts, imaginative play, and more.


[ Process ]

My opportunity

The main concept is to provide craft materials and creative themes for children, so they can make handmade products according to the instructions. I am aware that there are similar products in the market. The concept of a handcrafted product is completely different from others. My idea is to develop children’s ideas in a better way, not just copy a cartoon image that already exists. The biggest difference between my brand and other similar competing companies is that not only do I want to improve children’s hands-on experiments through a variety of materials incorporating manual work, but I also aim to incorporate new ideas, which increase mental stimulants by creating their own stories and characters. My product advocates communication. While developing this kit, I conducted research on children’s learning abilities. I discovered a lack of encouragement from parents and teachers towards children’s creative thinking. Many parents want to improve their children’s learning abilities but are not sure how to achieve this. This is where the idea for the stage comes from. I came up with building a small stage for them to showcase their characters and stories to their parents, teachers, and friends. This way, they can gain more confidence and provide better exchange and communication with parents and friends. I also developed a card game that makes this product more interesting and participatory.

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03 // Visual exploration


[ Process ]

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d e s i g n e r [ Cecilia Wen ]


[ Process ]

Visual Design is an important part of my work, including which style is acceptable and liked most by children. To find a better visual style for my product, I found relevant pictures and themes as references. After asking parents and the children for their opinions, I wound up choosing a handdrawn line drawing styles and carefully drew out every pattern for the whole kit.

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

04 // Identity development


[ Process ]

To make my brand more appealing, I have looked through many interesting ideas and designed a number of logos suitable for representing my brand. I went through different patterns and word combinations, eventually choosing the one with best visual effect. To make my brand more unique and personalized, I designed a set of fonts. I scanned them for modifications after I hand-drawn each letter.

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Process ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

05 // packaging development


[ Process ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Process ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Process ]

The small stage design was a great challenge for me. To build it, I drew countless sketches to analyze the structure of the stage. Every angle and the thickness of the board have been carefully measured and calculated. I modified the style and structure of the stage more than 20 times, so it allows children to create a small stage correctly with minimum direction. To make each kit free of errors, I handcrafted then revised and improved it constantly.

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M fa t h e s i s [ Handcrafty ]

04 05

d e s i g n e r [ Cecilia Wen ]


[ User Test ]

User test is a good way to get useful feedback and critique, and doing the test is a good chance to promote my brand. I did this user test when I took Thesis 2 class. I communicated with children, teachers, and parents. In this test, I got a lot of new inspiration and suggestions, and I made lots of changes to my idea and kit.

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

01 // Plan and questions

PLACE

Presidio Knolls School WHO I INVITE?

Ten children, Three teachers, Two Parents CRAFT/ TOY KIT

Invite parents, teachers, and children and let them sit together and try to use my product.

Parents and teachers Do you like this kit? If yes why? If not, why?
 If you go to the toy store, would you buy this kit for your kids? 
 What do you like about this kit? 
 What don’t you like about this kit? How can I improve it? 
 Have you bought other kits for your children? How is this kit different than the other kits? 
 If I create other interesting themes, would you buy it? What do you think of the logo, color, and materials? How much do you think is a reasonable price for this kit?

Children
 Do you like this kit? If yes why? If not, why? 
 If you want your own kit, what theme do you want? 
 Do you think this kit is interesting? 
 What do you like about this kit? 
 What don’t you like about this kit? 
 What other materials do you want when you create your cartoon characters?


[ User Test ]

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M fa t h esis [ Handcrafty ]

designer [ Cecilia Wen ]


[ User Test ]

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M fa t h esis [ Handcrafty ]

designer [ Cecilia Wen ]


[ User Test ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

02 // Their Quotes

“ “

I want more colorful and sparkling paper.”

This toy helps children’s imagination, then you can sell that to schools and make it teaching supplies. We have a story course, which is in need of such toy.”

“ “

There should be instructions on the box to inform how many kids can play with this. It’s a little small for too many kids sharing one kit.”

This stage is a great idea; it enables interaction among kids.”


[ User Test ]

“ “

You can provide some semi-finished products, instead of blank cards to be drawn by kids ”

For children age six to eight, it is difficult for them to make up stories and create cartoon characters at the same time.”

You can tie a thread on the cartoon character, just like a puppet.”

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

03 // suggestions

During my user test, I found kids love stuff with bright colors. I can add color to my stickers and provide more color paper with different shapes.

During the user test, I invited ten kids, but one kit is not enough for ten children to play. I think my kit’s packaging should indicate two-three children can play together for one kit.

After discussion with parents and teachers, we thought it would be better if the kit provided pop up things, and children can add them to the background. One idea is I can have a spring on the back of the sticker.

I should provide small wood sticks or threads to let children glue them on the back of cartoon characters, in a way to make it easy for children to show their cartoon characters on the stage.

During the user test, I found I should provide children some basic cartoon shapes and let them add things based on those basic shapes.

For this suggestion, I think I can provide a storybook, so children can follow the plot to create their own characters, or they can create their own story.


[ User Test ]

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M fa t h e s i s [ Handcrafty ]

05 05

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

After organizing my ideas, the next step was establishing a brand. Figuring out the brand image is very important. An excellent brand not only has a good visual design, but product design is also essential. A good product should be easy to use.

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

01 // Building the brand

Handcrafty Handcrafty is a company that uses a playful way to help parents to encourage their children to think outside the box and increase their hands-on experience. Handcrafty nurtures creativity and imagination. From game cards to creative crafts and stage, Handcrafty inspires exploration and enriches children’s lives in a way that’s as engaging as playtime itself! My product is built around having children create their characters and showcasing them to others in order to enhance their creativity and imagination.


[ Deliverables ]

Our company encourages children to rediscover their creativity and let children learn creative thinking and problem solving skills!

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

02 // Identity system

Logo Design

The main body design of this

this chest, inspires unlimited

logo is a half opened treasure

imagination when children

chest, ejecting colorful patterns

open it. The Logo used five main

from inside. This logo design

colors from the brand: blue,

represents the overall philosophy

yellow, orange, pink, and green,

of Handcrafted: we will bring

thus instigating a feel of cheer

unexpected fun surprises to

and comfort.

children. Our company, just like


[ Deliverables ]

18 x

2x

14x 2x

2x

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

Color Variations

White logo

Black logo

If the logo must appear on a colored background, the logo should be used in white.

If the logo must appear on a background that has pattern , the logo should be used in black.

The logo color should change with different background colors. To better and more clearly exhibit this signature on different background colors, we offer several different solutions: the overall color is white, and the overall color is black. In the use of color, users can choose a logo color more suitable to the background color according to standard.


[ Deliverables ]

Incorrect Use

02

01

C HIL D REN

HAND CRAFTY 04

03

01 Do not change the logotype in the signature

C HIL D REN

02 Do not add any other phrases to the signature 03 Do not wrap type closely around the symbol

05

06

04 Do not use the different colors in the symbol 05 Do not change the orientation of the symbol 06 Do not distort, stretch or vary the proportions of the symbol

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

Color Design

As a children’s brand, in terms of color application, our company selects: yellow, blue, green, pink, and orange

CMYK 0 32 99 0 RGB 155 182 18

CMYK 0 70 100 0 RGB 255 182 18

CMYK 1 47 0 0 RGB 255 158 213

CMYK 74 20 0 0 RGB 0 161 222

as the theme colors. These five colors are a very popular modern color, favored by the children. These colors convey a happy, cute, and modern feeling. Besides the theme aqua color, we also use light gray as the secondary color for the brand.

CMYK 58 4 100 0 RGB 190 214 0


[ Deliverables ]

PLUS 20% BLACK

80% COLOR

60% COLOR

30% COLOR

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

Typography

aa

Aa

Light

abcdefghicklmnopqrstuvwxyz abcdefghicklmnopqrstvwxyz0123456789

aa

Regular

abcdefghicklmnopqrstuvwxyz abcdefghicklmnopqrstvwxyz0123456789

aa

brandon

Brandon Text is the companion of the

famous Brandon Grotesque type family. It has a higher x-height than the Grotesque

version and is optimized for long texts, small sizes and screens. This sans serif type family of six weights plus matching italics was

designed by Hannes von Dรถhren in 2012.

Medium

abcdefghicklmnopqrstuvwxyz abcdefghicklmnopqrstvwxyz0123456789

aa

Bold

abcdefghicklmnopqrstuvwxyz abcdefghicklmnopqrstvwxyz0123456789


[ Deliverables ]

Handwritten Font

Handcrafted font was created and hand-drawn by myself. To keep my brand image more consistent with children’s preferences, I have designed this very cute style font and applied it to the kit design. The font style is unified with my overall hand-drawn style brand.

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M fa t h e s i s [ Handcrafty ]

03 // kit

Make your children create their own fantastic stories and show them to others! Take risks, break rules, and have fun!

Like previously stated, the kit contains a small stage, a Story Card and a wide range of materials and tools to build characters and backgrounds. Children can easily build their small stage according to their own designs without the help of parents. After children have created their own stories with Story Cards, they can use the material from the kit to create their own characters. The kit also provides props for the characters, including sticks and cords that help them stand up. This way, the children can attach them to the back of the characters, allowing them to control their characters’ during performances.

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]

What Can Children Do with The Story Stage Kit?

01 // Build their own little stage.

03 // Use dif ferent materials to design their characters.


[ Deliverables ]

02 // Play with your story card to create their own story.

04 // Share and show their fantastic story to others.

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

04 // Game card

Letting children create their own story might expand children’s imagination and help them to think more creatively.

“A story has five basic but important elements. These five components are: the characters, the setting, the plot, the conflict, and the resolution.� from the article The Five Essential Elements Of A Story. To develop better interest in this product, I have developed a card game inside the kit. The cards are divided into five colors, each color represents different properties. These properties include Transportation, Tools, Creature, and Settings. Children randomly selected a card from different color and use the image on the back of the card as the basic element of the story to create their stories.

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

05 // Advertising

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h esis [ Handcrafty ]

designer [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

06 // website

In this website, users can purchase our products online, and find out background information about the brand and corporate culture. Through this website, users can read and understand the importance of creativity for children, and how to properly improve their children’s creative thinking skills.

d e s i g n e r [ Cecilia Wen ]


[ Deliverables ]

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M fa t h e s i s [ Handcrafty ]

rou ( Cecilia ) Wen

+1 (415) 8129816

www.ceciliawendesign.com wenrouaau@yahoo.com @ All rights reserved. No portion of this book may be used or reproduced in any manner without written consent of Cecilia Wen. All respective work shown has been appropriately identified and credited. Any omissions found will be noted and corrected in subsequent editions.

d e s i g n e r [ Cecilia Wen ]


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www.handcrafty.net

Profile for Cecilia Wenwenwen

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