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MYLIEN NGUYEN

playtime

Graphic Design MFA Thesis


To my Little Matthew...

Forever my inspiration and hope. I love you.

©2019 MyLien Nguyen All rights reserved. No part of this publication may be

repro­duced, distributed, or transmitted in any form or by

any means, including photocopying, recording, or other

electronic or me­chanical methods,without the prior written permission of MyLien Nguyen, exept in the case of brief

quotations embod­ied in critical reviews and certain other noncommerical uses permitted by copyright law.

Published by MyLien Nguyen

for the Master’s of Fine Arts Graphic Design Program

Academy of Art University

San Francisco, California, USA Printed and bound by Blurb, San Francisco, California, USA


playtime

MYLIEN NGUYEN

Graphic Design MFA Thesis


RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

RETHINK PLAYTIME was inspired from a little boy’s desire to play with “girly” toys. Matthew, who is 6 years old, loves sparkles, glitters, pinks and purples, which are associated with “girly” toys. However, his family, more specifically his grandparents, aunts, and uncles are hesitant in allowing him to play with such toys.

project from conception, to the design stage of the logo, typography, visuals, and the graphic elements used for the overall branding. This book will also show all of the development and results of user experience and testing, and will conclude with the refinements made to complete the Thesis Project.

From the research that was found, there are parents and family members that do not encourage little boys to play with “girly” toys. It is through this thesis project that I hope to change little boys’ parents to change their minds about allowing free play, hence the name of this thesis topic. This Thesis Process Book will provide detailed information about the thesis

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RETHINK PLAYTIME •• MFA Thesis

TABLE OF CONTENTS

THESIS CONCEPT

8

BRANDING & VISUAL LANGUAGE

72

Keywords & Moodboards

#

Why? #

Logo Creation

#

Research #

Typography & Composition

#

Solutions #

Imagery & Artwork

#

Archetypes #

Voice #

The Problem

Project Summary

#

#

USER EXPERIENCE

5

Keywords & Moodboards

#

Logo Creation

#

Typography & Composition

#

Imagery & Artwork

#

Voice #

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RETHINK PLAYTIME •• MFA Thesis

PUTTING IT TOGETHER

5

Responsive Website

#

Direct Mail

#

Toys & Packaging

#

5

CLOSING THOUGHTS

Uniform # Swag # Branded Workshop Workbooks

#

APPENDIX

216

Deliverables Strategy Chart

218

Materials Matrix

220

Timeline 222

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RETHINK PLAYTIME •• MFA Thesis

THESIS CONCEPT

8


RETHINK PLAYTIME •• MFA Thesis

The concept of my Thesis Project began with a Topic for Investigation (TFI) to further research and find design solutions and deliverables to accompany it.

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RETHINK PLAYTIME •• MFA Thesis

TOPIC FOR INVESTIGATION For MidPoint Review, during GR 600 Visual Communications, it was my task to decide on a topic for investigation to present for my MFA Thesis project. After several potential topics, the chosen topic is:

Today’s society has made gender roles prominent and unwavering for many families. Our young children are expected and encouraged to play with toys that are gender-specific, which can have negative emotional and creative effects. I want to encourage parents to allow their children free expression and not force them into gender stereotypes.

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RETHINK PLAYTIME •• MFA Thesis

QUESTIONS & INSIGHTS 1. When does stereotyping begin? INSIGHT: Knowing when stereotypes begin can help parents be more aware. 2. Could children be exposed to gender stereotypes because of influential factors? INSIGHT: Everything is always influenced by something – thoughts, people, visuals, actions, behaviors, etc. 3. Are there any information on ways to prevent such stereotypes? INSIGHT: Finding ways to prevent gender stereotypes can help children be more open-minded.

4. What are mothers’ viewpoints on letting her son or daughter play with opposite gender toys? INSIGHT: Every mother has her own opinion. 5. When parents force their children into gender stereotypes, what are the consequences? INSIGHT: The effects of gender stereotypes can be negative or positive. 6. Does this question lead to other issues? If so, what? INSIGHT: The possibilities of new situations can develop problems in the future.

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RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

ALL THE CONNECTIONS 1. Environmental Impact

• NORMALIZE: In the classroom gender stereotypes exist because teach-

ing our children such standards is normal—it is what society expects and

understands.

• MANIPULATION: The never-ending trend of selfies on social media warrant how girls and boys should look.

• INNOVATIVE: Creativity cannot be measured, whether it is done by a woman or man.

2. Economic Impact

• PIONEER: The first step in showing the world a change is to create the change and be a pioneer.

• CHANGE: Change is for the better…even in the toy aisles. It shows that

even major retailers are recognizing the damage stereotypes are creating.

• OPPRESSION: The oppression of equal pay for women in the workplace will always be a burden. It is a challenge that still exists over the years and will probably continue.

3. Political Impact

• EMPOWER: It is not everyday that a male politician publicly empowers women a rightful place on Wall Street.

• FREEDOM: The shift in allowing individuals to serve America openly, despite sexual orientation, speaks volume for equality.

• FIGHT: The courage of a woman to dress up as a man to fight for what is right and honorable shows the loyalty of a woman’s heart and strength she possesses to overcome ridicule.

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RETHINK PLAYTIME •• MFA Thesis

4. Cultural Impact

• QUALITY: The quality and character of a woman should not be defined by what mistakes she has made, but what she can do for the present and future of the greater good. If she is qualified, she can be just as good as any man.

• INTIMIDATION: A man should not be have to feel threatened or intimidated by a female, or vice versa.

• CONFIDENT: A little girl seeing her father play with dolls helps to boost her confidence in anything she does because her father is confident enough to play with her toys.

5. Personal Impact

• ABILITY: A person’s strengths and weaknesses become a guide in

determining for what jobs or activities he/she can apply, which leads to gender roles and stereotypes.

• POSSIBILITIES: Experiences, opportunities, and possibilities are unlimited no matter the gender. They should be available to all.

• PERTURB: Women should be entitled to having something for themselves, as men are constantly getting the upper-hand in almost every aspect.

6. Health Impact

• ACCEPTANCE: It is important to be oneself and true to oneself, despite the temptation to fall in line with the rest of the world.

• STRENGTH: The physical strength of a man cannot define who he is, but can give a glimpse of his personality and behavior.

• EMOTIONS: Mottoes that “boost” a male’s ego is not always helpful, but in fact can be harmful to the way he expresses himself.

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RETHINK PLAYTIME •• MFA Thesis

ARCHETYPES SIMON THE MILLENNIAL The world is my oyster. I want to experience life to its fullest before settling down. Getting married and having a family is not a priority at the moment.

Children are a blessing to the world. Their presence is something parents should not take for granted. Love them dearly no matter what.

• He is focused on his career and life-

• She does not like to follow society’s

style. A recent graduate, he is looking for the perfect job to support the way he lives.

• An avid wine drinker, he likes to

have dinner parties with his friends. Food, wine and friends are his favorite pastime.

• He loves to travel to exotic places.

He likes to visit new places and see what the world has to offer.

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STACEY THE BABYSITTER

“norms.” Everyone is unique and different in each his own way.

• She desperately wants to be a mother. She is looking into adoption because of health issues.

• She is patient with kids. She runs an in-home daycare of four children or less at a time.


RETHINK PLAYTIME •• MFA Thesis

LILLIAN THE MILITARY WIFE

MIKEY THE GRANDPA

Kids need to be diverse; it will prepare them for the future. Moving has been beneficial for the kids in accepting diversity.

Whatever my babies want, they’ll get. Whatever they want to do, they’ll do. They are the apple of my eye.

• Married for 7 years to an active-duty

• He is traditional is his ways, but is

Marine. Her husband is deployed every other 6 months.

• She has 2 girls and 2 boys, all under

age 7. Raising 4 children with a military husband can be challenging and sometimes tiring.

• Household has a variety of toys and

activities for the children. Her kids have acquired many over the years.

slowly accepting change. He has a strong Vietnamese background, but living in America has opened his eyes to new things.

• He loves to see his grandkids happy. He will do anything and everything for them.

• He is a busy-body. He loves to use his

creativity to up-cycle and build things he finds useless to others.

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RETHINK PLAYTIME •• MFA Thesis

ARCHETYPES MYLIEN THE HELICOPTER MOM My son is my whole world. He is my joy. I live for his happiness and to see him succeed in everything he does.

• Divorced mother of a 5 year old son. Her life has always been focused on being a good mother, and now her focus will only be stronger.

• Loves to encourage art and creativity. She believes art is therapeutic and can release new wonders.

• She is an independent thinker, but can be indecisive when it comes to big decisions. She doesn’t want to make the wrong choice.

18

VINNIE THE UNCLE Parents need to stop spoiling their kids. Kids will not learn anything if they are babied. We need to teach kids how to be independent and do what they’re expected to.

• He loves to spend time with

kids. He is engaged and ready to start a family of his own.

• He thinks boys need to act

tough and not be “prissy.” He thinks his nephew is too dramatic and girly.

• He believes that girls are not

meant to do hard labor and “manly” stuff. He doesn’t think girls can handle a man’s work.


RETHINK PLAYTIME •• MFA Thesis

BROCK THE MACHO DAD Boys should be boys, and girls should be girls. Boys don’t need to dress up as a princess. It will show that he is weak.

• He is a big sports fan. He grew

up watching sports with his dad.

• He has the mentality that a

man is the head of the household. A strong man provides for his family.

• He has a 3 year old son, and

is expecting another child. He wants his son to have sibling

• He wants his son to be like him, like father like son.

TIFFANY THE SHOPAHOLIC Me, myself, and I. I live for me and no one else.

• She is self-involved. She is only

worried about her own surroundings and what is best for her.

• She is not wanting a family

of her own. She likes to come and go as she pleases with no restrictions.

• She can be spendy and irre-

sponsible with adult decisions. Her spending habits are not a concern for her.

• She doesn’t have patience with kids. Kids make her nervous.

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RETHINK PLAYTIME •• MFA Thesis

+ GENDER NE

ARCHE Simon 20

Stacey

Lillian

Mikey

M


RETHINK PLAYTIME •• MFA Thesis

EUTRAL PLAY –

ETYPES

MyLien

Vinnie

Brock

Tiffany 21


RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

DISTILLATION & DESIGN

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RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

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RETHINK PLAYTIME •• MFA Thesis

During Distillation and Design, I held my dinner event, documented my findings, distilled my insights, and created a relevant design solution to exhibit those findings. The dinner discussion was recorded so that I can review the video and audio after the dinner was held. Because I was the host and leading the discussion, I was unable to manually record any notes. With the video and audio recording, I was able to go back and distill information and insights that everyone presented. Out of all the information gathered, I had to distill the project down to three most compelling areas of interest and find some way to feature them. The design format I chose is a board game. I felt that a board game was the best relation to my topic and would house all my content appropriately.

I designed an instruction booklet and game pieces to go with the board. The path of the board game includes the required compelling areas and insights, but additional spaces are added to follow the vernacular of a pre-existing board game such as Chutes & Ladders.

TOP INSIGHTS • People do not know how to deal with the unknown, so they DICHOTOMIZE EVERYTHING.

• How children play is influenced

by their surroundings, company, and environment. If a little boy is constantly around a female figure, it is most likely the child will acquire some of those female characteristics.

• It is more socially a ccepted for

girls towant to be roughlike boys, but not f or boys to want to be feminine.

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RETHINK PLAYTIME •• MFA Thesis

The following is the last refinement and the final slides before MidPoint Thesis Proposal.

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RETHINK PLAYTIME •• MFA Thesis

Females

14%

MA R O N S ’ T I AT

UM BE R TOTAL N E E RS OF E N GIN LD R O IN T H E W

86%

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15

16 29


RETHINK PLAYTIME •• MFA Thesis

N E D DE SIG P RO P O S

TING S I X E N G REDE SI AGING K TOY PAC

S WILL

Desig n O

AGE E NC OU R TO N CHILDRE LY. EE PL AY FR 17

g w il l pack ag in ut ra l toy any toy. Gender-ne play w it h to n re ild ch e ir sp in

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22

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25

OUR C HAN G E WAY OF . G T H I N KI N 26

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RETHINK PLAYTIME •• MFA Thesis

E MOST B E C AU S A RE AG IN G S K C A P Y TO

M A LE E ITHE R E AL O R FE M . NT DOMINA Hot W Like Ner f,

heels, Bar

bie, and E

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E U TR AL N R E D GE N GNS I S E D L APPARE

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ty 2

more erns give es. hing patt ies and lik ut ra l clot er’s qualit nd ge Gender-ne th e bo ac br em options to

O ven

19

ppor tu ni

20

B E C AU S

IONAL T A M R O INF E WE B SIT

IS A E T H E RE

Desig n O

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sets, w comforter

indow cu

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d wal lpap

23

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at ion, s, in form sses storie pa rents. Encompa tips to aid d an s o’ -t how , ts uc od pr

er.

24

r, transgende Boy, girl, ue, black, bl , ry na non-bi hatever… yellow, w

B E C AU S

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ND… IN THE E

ALL W E A RE HUMAN . Brock

27

28

MidPoint Thesis Proposal was presented on Tuesday, December 12, 2017. Since MidPoint, my thesis project has changed drastically. The original art from Thesis 1 was revised during Thesis 2, which was then revised at the beginning of Thesis 3.

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RETHINK PLAYTIME •• MFA Thesis

PROJECT SUMMARY

32

BACKGROUND

Gender stereotyping among children can begin as early as their first year of infancy. With gender stereotypes becoming more apparent through society and media, as well as through traditional generations of parenting, today’s parents can easily become influenced and push damaging stereotypes onto their own children.

PROBLEM

Gender stereotypes can hinder a child’s developmental health and growth.

AUDIENCE

Parents of little boys between the ages of 3-6 years old.

OUTCOMES

Help parents to encourage gender-neutral play with their child(ren).


RETHINK PLAYTIME •• MFA Thesis

DESIGN OPPORTUNITY 1

REDESIGN EXISTING TOY PACKAGING Redesign an existing toy packaging that is gender-specific into a gender-neutral packaging. Create a new toy package design with an accompanying toy line to promote a genderneutral product. Gender-neutral toy packaging will inspire children to play with any toy.

DESIGN OPPORTUNITY 2

BRAND IDENTITY Create and design a brand for a potential organization complete with an accompanying website, printed collateral, and swag items such as coffee mugs, notepads, crayons, tumblers, backpack, etc. Branded workshops, workbooks, and toy packaging will enhance the branded organization as a whole.

DESIGN OPPORTUNITY 3

BRANDED WORKSHOPS & WORKBOOKS Design participant and proctor workbooks for the brand’s workshops. Workbooks will help encourage parents and other adults to take steps and suggestions on ways to play with their kids and allow their kids to play freely.

DESIGN OPPORTUNITY 4

RESPONSIVE WEBSITE Design a website that will encompass stories, information, products, how-to’s and tips to aide parents and other adults. This will be a great resource for encouraging gender-neutral play. The site will also provide hyperlinks to other websites that can give parents more ideas and strategies.

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RETHINK PLAYTIME •• MFA Thesis

SURVEYS AND QUESTIONNAIRES Surveys were created through SurveyMonkey.com.

34


RETHINK PLAYTIME •• MFA Thesis

QUESTION 2: Please enter the age and sex of each child in your life. Due to the nature of the question being an open-ended question, I had to manually record the results for better understanding and analyzation.

35


RETHINK PLAYTIME •• MFA Thesis

36


RETHINK PLAYTIME •• MFA Thesis

QUESTION 7: If you answered yes to Question 6, please define the relationship of that particular family member(s) that encourage gender-specific play. Due to the nature of the question being an open-ended question, I had to manually record the results for better understanding and analyzation.

37


RETHINK PLAYTIME •• MFA Thesis

QUESTION 8: Using only one word, please state your first emotion when you see the image below. Due to the nature of the question being an openended question, I had to manually record the results for better understanding and analyzation.

Negative thoughts 17%

38

Positive thoughts

60%

Neutral thoughts

23%


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not participant encourages children to play with opposite gender toys and

costume/dress-up. ANSWER: NO.

39


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not participant encourages children to play with opposite gender toys and

40

costume/dress-up. ANSWER: NO.


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not participant encourages children to play with opposite gender toys and

costume/dress-up. ANSWER: NO.

41


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not participant encourages children to play with opposite gender toys and

42

costume/dress-up. ANSWER: NO.


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not family members encourage genderspecific play/toys.

ANSWER: YES

43


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not family members encourage genderspecific play/toys.

44

ANSWER: YES


RETHINK PLAYTIME •• MFA Thesis

45


RETHINK PLAYTIME •• MFA Thesis

46

Based on QUESTION of whether or not family members encourage genderspecific play/toys.

ANSWER: YES

*Most, if not all, answered that either grandparents

Negative thoughts on image

29%

and parents (or both) are the ones who encourage gender-

Positive thoughts on image

57%

specific play.

Neutral thoughts on image

14%


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not it is okay for boys to dress up as girls. ANSWER: NO.

47


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not it is okay for boys to dress up as girls. ANSWER: NO.

48


RETHINK PLAYTIME •• MFA Thesis

49


RETHINK PLAYTIME •• MFA Thesis

Based on QUESTION of whether or not it is okay for boys to dress up as girls. ANSWER: NO.

Comparing mothers versus grandmothers.

Let Them Be Them Survey

SurveyMonkey

Q2 Please enter the age and sex of each child in your life. Answered: 21

Skipped: 0

PLEASE ENTER THE AGE AND SEX OF EACH CHILD IN YOUR LIFE. 100.00% 13

61.90% 13

Q1: Grandmother

100.00% 8

38.10% 8

Total Respondents

# 1

21

Q1: MOTHER F Male

21

DATE 2/22/2018 9:59 PM

2

almost 4 Male

2/22/2018 8:38 PM

3

3male 10 male 15 female

2/22/2018 5:39 PM

4

9, male; 10, male

2/22/2018 5:05 AM

5

3 yr old male twins

2/22/2018 12:18 AM

6

5 male

2/21/2018 10:47 PM

7

3 y/o boy and 6 y/o girl

2/21/2018 10:16 PM

8

5 female

2/21/2018 9:37 PM

9

6 Male

2/21/2018 9:30 PM

10

6 female

2/21/2018 9:28 PM

11

4,5,12,13

2/21/2018 4:40 PM

12

50

TOTAL

Q1: Mother

Male - 2 Male - 4

2/21/2018 4:13 PM

13

11 months Female

2/21/2018 4:08 PM

#

Q1: GRANDMOTHER

DATE

1

Girl-15, male-13, male-13, male-10, girl-6, girl 8 months

2/22/2018 8:58 AM

2

Male, 4 Female, 4

2/22/2018 5:58 AM 2/22/2018 5:56 AM

3

F age 6, F age 5, M age 2

4

16 male, 12 female, 9 male, 6, male, and a group of 6 3-5 year old male and female church nursery children.

5

13, 11, 9, 5

2/21/2018 9:42 PM

6

Girl, 1; Girl, 4; Boy, 5

2/21/2018 8:00 PM

2/21/2018 10:46 PM

7

2 years, granddaughter

2/21/2018 7:50 PM

8

8. 5, 5, 3, 2

2/21/2018 4:38 PM


RETHINK PLAYTIME •• MFA Thesis

Out of all the questions and answers taken from this survey, I found it incredible that even though parents believe in letting child(ren) play freely, they themselves don’t encourage their own child(ren) to play freely.

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RETHINK PLAYTIME •• MFA Thesis

Comparing mothers versus grandmothers.

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RETHINK PLAYTIME •• MFA Thesis

Let Them Be Them Survey

SurveyMonkey

Q7 If you answered yes to Question 6, please define the relationship of that particular family member(s) that encourage gender-specific play. Answered: 10

Skipped: 11

IF YOU ANSWERED YES TO QUESTION 6, PLEASE DEFINE THE RELATIONSHIP OF THAT PARTICULAR FAMILY MEMBER(S) THAT ENCOURAGE GENDER-SPECIFIC PLAY.

TOTAL

Q1: Mother

100.00% 5

50.00% 5

Q1: Grandmother

100.00% 5

50.00% 5

Total Respondents

10

10

#

Q1: MOTHER

DATE

1

Grandparents

2/22/2018 8:38 PM

2

Grandma

2/21/2018 10:47 PM

3

Grandparents

2/21/2018 9:37 PM

4

Father

2/21/2018 9:30 PM

5

all immediate family

2/21/2018 4:08 PM DATE

#

Q1: GRANDMOTHER

1

My daughter allows her children to choose and does not discourage their choice one way or another. Disturbing

2/22/2018 8:58 AM

2

Fathers and uncles of the children

2/22/2018 5:58 AM

3

My mother, brother, and brother in law disapprove of crossing gender norms.

2/21/2018 10:46 PM

4

All of us.

2/21/2018 9:42 PM

5

Parents

2/21/2018 8:00 PM

Let Them Be Them Survey

SurveyMonkey

Q8 Using only one word, please state your first emotion when you see the image below. Answered: 21

Skipped: 0

USING ONLY ONE WORD, PLEASE STATE YOUR FIRST EMOTION WHEN YOU SEE THE IMAGE BELOW.

TOTAL

Q1: Mother

100.00% 13

61.90% 13

Q1: Grandmother

100.00% 8

38.10% 8

Total Respondents

21

21

#

Q1: MOTHER

1

Positive Playing

DATE 2/22/2018 9:59 PM

2

Positive Pleased

2/22/2018 8:38 PM

3

Negative Oh no

2/22/2018 5:39 PM

4

Positive Reminiscent

2/22/2018 5:05 AM

5

Positive Acceptance

2/22/2018 12:18 AM

6

Positive Awesome

2/21/2018 10:47 PM

7

Positive Aww..

2/21/2018 10:16 PM

8

Positive Love

2/21/2018 9:37 PM

9

Neutral Indifferent

2/21/2018 9:30 PM

10

Positive Amused

11

Positive Play

12

Positive Fun

13

Positive friendship

2/21/2018 4:08 PM

2/21/2018 9:28 PM

1/1

2/21/2018 4:40 PM 2/21/2018 4:13 PM

#

Q1: GRANDMOTHER

DATE

1

Negative Disturbing

2/22/2018 8:58 AM

2

Positive Love

2/22/2018 5:58 AM

3

Positive Sweetness

2/22/2018 5:56 AM

4

Positive Fun

2/21/2018 10:46 PM

5

Negative Hmmmmm

2/21/2018 9:42 PM

6

Positive Cute!

2/21/2018 8:00 PM

7

Positive I think it is funny because my oldest daughter used to dress up my son! lol

2/21/2018 7:50 PM

8

Positive Magical

2/21/2018 4:38 PM

53


RETHINK PLAYTIME •• MFA Thesis

Comparing participants with male children and their reactions with the image

of a little boy playing dress up.

Let Them Be Them Survey

SurveyMonkey

Q2 Please enter the age and sex of each child in your life. Answered: 22

#

RESPONSES

1

Male F Male

DATE 2/22/2018 9:59 PM

2

Male I take care of a boy 3 years old and a boy 6 years old. #3, #4, and #5 below should have comments why or why not? Is this survey just a count? I see that you're doing this survey for your thesis. Let me add my comments, maybe it'll help. Between 3-6 years old, this is a crucial time for child development. The reason I don't encourage this is because kids at this age does not truly understand male vs female. If a boy chose to where dress and show up at school, this child will be a laughingstock. He will be ridicule by others around him and he himself will not understand what others are laughing at. One may be tempted to say well we don't care what other people's opinions are, but the emotion the child has is different from adult. Kids just know they're being laugh at and this can lead to depression. Between ages 3-6, most kid's toys and clothes are given to them by parents and families. The kid themselves does not understand what is for boy and what is for girl. The parent is responsible for guiding the kid. As a caregiver, I truly don't understand how parents allow their kids to be this target for bullying. I blame the parent!

2/22/2018 8:38 PM

3

Male almost 4 Male

2/22/2018 8:38 PM

4

Male 3male 10 male 15 female

2/22/2018 5:39 PM

5

Female Girl-15, male-13, male-13, male-10, girl-6, girl 8 months

2/22/2018 8:58 AM

6

Female 4 year old female and 8 year old female

2/22/2018 8:44 AM

7

Not in Range 9 - Female 17 - Female

2/22/2018 8:39 AM

8

Both Male, 4 Female, 4

2/22/2018 5:58 AM

9

Not in Range 9, male; 10, male

2/22/2018 5:05 AM

10

Male 3 yr old male twins

2/22/2018 12:18 AM

11

Male 5 male

2/21/2018 10:47 PM

12

Both 16 male, 12 female, 9 male, 6, male, and a group of 6 3-5 year old male and female church nursery children.

2/21/2018 10:46 PM

13

Female 5 female

2/21/2018 9:37 PM

14

Male 6 Male

2/21/2018 9:30 PM

15

Female 6 female

2/21/2018 9:28 PM

16

Male 3 year old male

2/21/2018 4:19 PM

17

Male Male - 2 Male - 4

2/21/2018 4:13 PM

18

Not in Range 2-male 11-male 9-female 2-male

2/21/2018 4:13 PM

19

Female Female - 6 years old

2/21/2018 4:09 PM

20

Not in Range 11 months Female

2/21/2018 4:08 PM

21

Male 6 - Male

2/21/2018 4:07 PM

22

Both 2 12yr old Female, 2 10yr olds Male & Female, 8 Female, 2 6yr olds, Male & Female, 4 yr old Female, 1 yr old Male, 8 month old Male

2/21/2018 4:05 PM

1/1

54

Skipped: 0


RETHINK PLAYTIME •• MFA Thesis

Comparing participants with male children and their reactions with the image

of a little boy playing dress up.

Let Them Be Them Survey

SurveyMonkey

Q8 Using only one word, please state your first emotion when you see the image below. Answered: 22

Skipped: 0

#

RESPONSES

1

Positive Playing

DATE 2/22/2018 9:59 PM

2

Negative worry

2/22/2018 8:38 PM

3

Positive Pleased

2/22/2018 8:38 PM

4

Negative Oh no

2/22/2018 5:39 PM 2/22/2018 8:58 AM

5

Negative Disturbing

6

Positive Cute

2/22/2018 8:44 AM

7

Positive GENUINE

2/22/2018 8:39 AM

8

Positive Love

2/22/2018 5:58 AM

9

Positive Reminiscent

2/22/2018 5:05 AM

10

Positive Acceptance

2/22/2018 12:18 AM

11

Positive Awesome

2/21/2018 10:47 PM

12

Positive Fun

2/21/2018 10:46 PM

13

Positive Love

2/21/2018 9:37 PM

14

Neutral Indifferent

2/21/2018 9:30 PM

15

Positive Amused

2/21/2018 9:28 PM

16

Positive Happy

2/21/2018 4:19 PM

17

Positive Fun

2/21/2018 4:13 PM

18

Positive Playtime

2/21/2018 4:13 PM

19

Negative Curious

2/21/2018 4:09 PM

20

Positive friendship

2/21/2018 4:08 PM

21

Positive Happy

2/21/2018 4:07 PM

22

Positive Big sister playing dress up with younger brother

2/21/2018 4:05 PM

1/1 55


RETHINK PLAYTIME •• MFA Thesis

Using all the information gathered from the quantitative and qualitative surveys, I found that most parents do encourage free-play, though there is still a handful who are still very much against it, as it was expected. The data collected helped me further hone in on what I needed to target in terms of the problem, results and outcomes, design solutions, etc. The most important insight I was able to pull from the surveys is that although the majority of the participants believe it is okay for either boys or girls to dress up as the opposite gender, they themselves do not encourage gender-neutral play. There is a major disconnection between believing and encouraging gender-neutral play.

56

This was a tipping point for me because this particular information gave me the idea to focus more on encouragement of playing freely instead of trying to prevent gender stereotypes as the major topic for the thesis project.


RETHINK PLAYTIME •• MFA Thesis

THERE IS A MAJOR DISCONNECTION BETWEEN BELIEVING AND ENCOURAGING GENDER-NEUTRAL PLAY.

57


RETHINK PLAYTIME •• MFA Thesis

BRANDING & VISUAL LANGUAGE

58


RETHINK PLAYTIME •• MFA Thesis

Brand Guidelines for RETHINK PLAYTIME include specifications for the logo, typesetting, and visual aesthetics and style.

59


RETHINK PLAYTIME •• MFA Thesis

KEYWORDS & MOODBOARDS To begin, keywords were chosen to help determine the look and style of the brand identity. Chosen words: PLAYFUL BOLD ILLUSTRATIVE

60


RETHINK PLAYTIME •• MFA Thesis

61


RETHINK PLAYTIME •• MFA Thesis

KEYWORDS & MOODBOARDS To begin, keywords were chosen to help determine the look and style of the brand identity. Chosen words: PLAYFUL BOLD ILLUSTRATIVE

62


RETHINK PLAYTIME •• MFA Thesis

63


RETHINK PLAYTIME •• MFA Thesis

KEYWORDS & MOODBOARDS To begin, keywords were chosen to help determine the look and style of the brand identity. Chosen words: PLAYFUL BOLD ILLUSTRATIVE

64


RETHINK PLAYTIME •• MFA Thesis

65


RETHINK PLAYTIME •• MFA Thesis

CONCEPT OF LOGO To begin designing a new logo, I scoured through Pinterest for design inspiration using the following keywords: PLAYFUL ESCAPE OPPOSITE MASCULINE Some inspirations combined some of the keywords, and it helped expand the designs/concepts for the logo.

66


RETHINK PLAYTIME •• MFA Thesis

67


RETHINK PLAYTIME •• MFA Thesis

CONCEPT OF LOGO The final logo concept was inspired by the free spirit of a child’s handwriting, while pairing it with another typeface that would attract the target audience and keep a professional look. The first initial logo sketches helped to design the final logo.

The logo has gone through major revisions since the sketches on the previous page during Thesis 1. Due to critique and feedback, the logo created during Thesis 2 was revamped into the final logo shown on the opposite page.

68


RETHINK PLAYTIME •• MFA Thesis

playtime 69


RETHINK PLAYTIME •• MFA Thesis

ANATOMY OF LOGO The anatomy of the logo consists of the wordmark and tagline, which creates the signature.

Signature

70


RETHINK PLAYTIME •• MFA Thesis

Wordmark

Tagline

playtime 71


RETHINK PLAYTIME •• MFA Thesis

CONSTRUCTION OF LOGO The logo went through many iterations before arriving to the final. RETHINK is typeset in Rockwell Bold, and PLAYTIME, handwritten. The two typefaces create a unique playful style, but still has a professional look. The oversized PLAYTIME is intentional. The idea is to focus on that word more than anything in the logo. In addition, the tagline underneath TIME in PLAYTIME allows for the tagline to be seen without being obscured by the tails of the letters P and Y in PLAYTIME. The minimum clear vertical space around the logo will be defined by the x-height of Rockwell R in RETHINK, and will begin

72

at the very top of the logo. The bottom vertical clear space will be right directly under the tagline, and it will also be defined by the x-height of the Rockwell R in RETHINK. The horizontal clear space will be defined by the width of one R from RETHINK. The left spacing will begin at the vertical stroke of the letter P in PLAYTIME, and right spacing will begin to the right of letter E in PLAYTIME.


RETHINK PLAYTIME •• MFA Thesis

playtime 73


RETHINK PLAYTIME •• MFA Thesis

VARIATIONS OF LOGO Logo variations will be limited to the main primary color variation, black/white, and a white variation.

74


RETHINK PLAYTIME •• MFA Thesis

TAGLINE

playtime

playtime Full 4-Color Logo Stacked (Primary)

Black version on white background

White version on dark solid background

NO TAGLINE

MINIMUM HEIGHT

playtime

No less than 1.5” wide and .8” high

No less than 1.5” wide and .8” high 75


RETHINK PLAYTIME •• MFA Thesis

MISUSE OF LOGO Misuse of RETHINK PLAYTIME’s identity and brand is frowned upon. Defacing the organization’s identity ruins the brand’s reputation and integrity.

76


RETHINK PLAYTIME •• MFA Thesis

Do not change the color of the logo.

Do not change the logo’s typeface.

Do not change the color of the tagline.

playtime Do not rotate logo.

Do not misconstrue the logo. Scale to proportion.

77


RETHINK PLAYTIME •• MFA Thesis

COLOR PALETTE Colors were chosen to reflect the fun of childhood, while keeping them bright and vivid to grab the viewer’s attention.

78


RETHINK PLAYTIME •• MFA Thesis

PRIMARY COLORS

CMYK: 100, 0, 0, 0 RGB: 0, 174, 239 HEX: 00AEEF

CMYK: 48, 5, 92, 1 RGB: 145, 190, 74 HEX: 91BE4A

CMYK: 0, 0, 0, 85 RGB: 77, 77, 79 HEX: 4D4D4F

CMYK: 70, 100, 2, 0 RGB: 113, 44, 142 HEX: 712C8E

CMYK: 0, 0, 100, 0 RGB: 255, 242, 0 HEX: FFF200

SECONDARY COLORS

CMYK: 0, 100, 0, 0 RGB: 236, 0, 140 HEX: EC008C

Limited use due to visibility.

79


RETHINK PLAYTIME •• MFA Thesis

TYPOGRAPHY & HANDWRITING Typography for the brand aims to create an impact while providing a welcoming feeling. Rockwell Bold is chosen for the headers, Avenir Bold for the body copy and tagline.

Handwriting

80

The handwritten font and illustrations are created by hand in Adobe Illustrator Draw. They are then manipulated as needed to refine and change colors.

ab

ROCKWELL BOLD


RETHINK PLAYTIME •• MFA Thesis

bc abc Avenir Bold

81


RETHINK PLAYTIME •• MFA Thesis

TYPESETTING To establish a defined hierarchical system for the written content, basic specifications and rules for the chosen typefaces are set. Specifications for each category may be altered, but must be sized proportionately, to accommodate for larger or smaller designs on either medium.

All words in the handwritten style will be written in lowercase only. Handwriting will only be used for special titles and callouts. Handwriting Size: Maximum height of 1”; width to be proportional to height. Kerning: Optical •• Color: Multi-colored

82


RETHINK PLAYTIME •• MFA Thesis

HEADER 2

Header 2 will be used for all major titles throughout all collateral, printed and digital. Rockwell Bold Size: May vary depending on design Kerning: Optical •• Tracking: +40 •• Color: Cyan

HEADER 3

Rockwell Bold Size: 18 / 20 pt. •• Tracking +10 Kerning: Optical •• Color: Cyan

QUOTES

Rockwell Bold Italic Size: 18 / 20 pt. •• Tracking +10 Kerning: Optical •• Color: Cyan

HEADER 4

Rockwell Bold Size: 10 / 14 pt. •• Tracking +10 Kerning: Optical •• Color: Gray

Body Copy

Avenir Bold Size: 10 / 14 pt. •• Tracking: +10 – +20 Kerning: Optical •• Color: Gray Emphasis: Change color to green instead of bolding. Paragraph Spacing (Before): 7.5 pt

Captions & Notes

Avenir Bold Size: 7 / 11 pt. •• Tracking: +10 – +20 Kerning: Optical Paragraph Spacing (Before): 4 pt

83


RETHINK PLAYTIME •• MFA Thesis

GRID A hierarchical grid will be the main structure for all designs to exude a style of organized chaos. A hang line will be used to anchor all content. A 2-column grid is integrated for body copy. The first row will be used for any handwritten pull quotes, callouts and headers. Breaking the grids is permitted when the design calls for it.

84


RETHINK PLAYTIME •• MFA Thesis

The grid will be set with .5” margins on all sides. Gutter space between the two columns is 0.5385” wide. The grid will be reflected horizontally to accommodate for recto and verso pages. The spaces indicated by the light yellow are to

not be used for any written content. It is strictly for negative space and for overlapping art elements, pull quotes, or callouts.

85


RETHINK PLAYTIME •• MFA Thesis

ILLUSTRATION STYLE Illustrations are inspired by Matthew’s drawings and handwriting. The illustrations are all hand-drawn and imported into Adobe Illustrator to be edited for color, refinement, and sizing. Illustrations will be added to photographs to reflect the style of the brand identity, create character, and bring forth the child-like tone. Illustrations are restricted and to be used for certain images. The RAYS will only be used for photos that do not show any action, for example, a little boy playing with a toy or participating in an activity. The STARS will be used for images that show some kind of action or playing. In addition to the stars, simple illustrations, like a spoon or blocks, will be included to enhance the photo. The rays and stars illustrations will be drawn in the secondary colors, where as the actual added illustrations—spoon or blocks, etc.—will be drawn in the primary colors.

86


RETHINK PLAYTIME •• MFA Thesis

Colors will depend on the usage and composition of the design. 87


RETHINK PLAYTIME •• MFA Thesis

ICONS Icons are derivative of the illustration style. It includes icons that are used to inform users of certain features and functions.

Colors will depend on the usage and composition of the design.

88


RETHINK PLAYTIME •• MFA Thesis

89


RETHINK PLAYTIME •• MFA Thesis

PHOTOGRAPHY FRAMING: All images will focus on the subject matter, i.e. the model(s) in the photograph, leaving enough room around the model to include rays or stars illustrations. PERSPECTIVE: The models will be shot close, as if someone were standing right in front of it, about 2-3 ft away. POINT OF VIEW (POV): The images will be shot straight on. MOTION: Some photos will be still shots, whereas some photos will show some kind of action, such as running, playing, laughing etc. LIGHTING: All shots will be taken in natural lighting, which will give the items a softer look. TONE: Neutral and natural, with high contrast. COLORS: Images will be photographed in color, but will be Photoshopped to be converted to grayscale.

90

BACKGROUND & FOREGROUND CONTENT: Backgrounds will be blurred so that the foreground figures/models will be the main focal point. OTHER FINISHES/FILTERS: There will be no filters or finishes. PEOPLE: Depending on the content, people may or may not be included in the photo. However, majority of the photos will include people.


RETHINK PLAYTIME •• MFA Thesis

91


RETHINK PLAYTIME •• MFA Thesis

PHOTOGRAPHY STYLE All images will maintain the grayscale mode. Images will keep the integrity of the original photo and will not be cropped too tightly, so as to not lose the model, action, and/or still object. High contrast will be utilized for all the photos, and hand-drawn illustrations will be placed on top. Additional illustrations to enhance “action” photos will be relative to the picture and be strategically compositioned to keep an aesthetic appeal.

92


RETHINK PLAYTIME •• MFA Thesis


RETHINK PLAYTIME •• MFA Thesis

VOICE Imaginative and playful writing style that is still cognizant of adult purchasers. RETHINK PLAYTIME aims to encourage free play, especially with little boys. Exciting, comfortable phrases will be used to reflect the identity’s fun, freespirit. Copy will encourage parents to be imaginative and youthful as opposed to restricting their children to gender norms. The voice should have and inspire a playful freedom.

94


RETHINK PLAYTIME •• MFA Thesis

IT’S TEA PARTY TIME! MEET LITTLE MATTHEW! PLAY ON!

95


RETHINK PLAYTIME •• MFA Thesis

USER EXPERIENCE

96


RETHINK PLAYTIME •• MFA Thesis

User experience allowed for the development of the digital formats for RETHINK PLAYTIME. Through brainstorming functionality to the user-testings, a solid framework for a responsive website is created.

97


RETHINK PLAYTIME •• MFA Thesis

PRODUCT SPECS

98


RETHINK PLAYTIME •• MFA Thesis

Product specs include a 5-6 page website that will serve as a resource for parents of little boys ages 3-6 years old. It will also benefit stakeholders, such as family members, educational professionals, and child caregivers. The website will provide articles with tips and information to help parents encourage themselves and young boys to express and play freely. There will also be lists of upcoming events and

workshops available, as well as toys with neutral packaging for purchase. The website will also allow for visitors to donate. The website will also have a welcome video on the home page, a global shopping cart, social media links, and a newsletter sign-up button.

99


RETHINK PLAYTIME •• MFA Thesis

USER FLOW BASED ON STACEY, THE BABYSITTER

100


RETHINK PLAYTIME •• MFA Thesis

USER FLOW

BASED ON MOM, THE INDECISIVE MOTHER

101


RETHINK PLAYTIME •• MFA Thesis

JOURNEY MAP Stacey is watching the

STACEY THE BABYSITTER

Stacey logs onto website.

She c

TOY P

boys play with toys in the toy chest.

1.

SCENARIO:

Boys are pulling

5.

toys out.

Stacey is a at-home babysitter who is against social norms and believes that children should explore and play openly as they please. She cares for 3 little boys. One boy is into feminine stuff, but the other 2 boys are not. She wants to help the boys be open-minded about playing with any toys, even if it’s “girly.”

2.

Boy A pulls out girl toys. Boys B & C take

Boy A wants Boys B & C to play with him.

4.

She

tea

and articles that boys

set

toys too. 6.

7.

come video, pictures can play with girly

out boy toys. 3.

She shows boys wel-

The boy are still hesitant about it.

8.

She

9.

Boy

wh

stil

Stacey tries to persuade the 2 boys to play openly, but they refuse.

GOALS & EXPECTATIONS:

1. Get boys to play openly. 2. Find a resource that will

help her persuade the boys.

“They should be okay with

3. Purchase an item that encourages free-play.

“That was a nice video. Hm...Let’s see if there’s some-

had som

There’s got to be something

thing that can get

actual lit

that can help me help them.”

their attention.”

these to

OPPORTUNITY:

OPPORT

Add a photo gallery of

Include v

boys playing freely with

with tea

“girly” toys.

EMOTIONAL JOURNEY

+

0

-

102

“Hm... It

playing with girly toys.


RETHINK PLAYTIME •• MFA Thesis

licks on

Stacey clicks video of boys

Page.

playing with tea set.

e shows boys the

a set and baking

t on the site.

e is hopeful.

10. Every one becomes excited. 11. Boys want to purchase

Stacey clicks on tea set toy

Stacey checks out and opts

to purchase.

to sign up for newsletter.

12. Stacey fills in her

13. Everyone can’t wait for

payment information

the toy tea set to come

to purchase.

in, especially the boys!

tea set to play.

14. Stacey is happy that she has encouraged the

y A is excited,

boys to play freely.

hile Boys B & C are

ll hesitant.

would be nice if they

mething that shows

ttle boys playing with

“YAY! Now we’re getting somewhere!”

“I like how easy this purchase

“Yes! Goal accomplished!”

form is. Super user-friendly.”

oys.”

TUNITY:

video of boys playing

a set.

OPPORTUNITY: Include cart and shopping functions.

103


RETHINK PLAYTIME •• MFA Thesis

JOURNEY MAP Mom hesitates to

MOM THE INDECISIVE MOTHER

buy cooking set.

1.

SCENARIO: Matthew and his mom are shopping, and he comes across a girl’s toy cooking set. He pleads to his mom to purchase it. However, his mom hesitates, thinking that the toy is meant for girls, and persuades him to wait. They go on with their shopping, but Mom continues to have an internal debate with herself on the purchase of a “girly” toy for her young son.

Mom has an internal

Mom returns home

Mom

from the store and

RESO

logs onto website.

2.

She watches the

4.

M

debate on the pros

welcome video on

a

and cons of buying a

the home page.

t

“girly” cooking toy set for her son.

3.

She is still hesitant.

5.

S

e

r

p

GOALS & EXPECTATIONS:

1. Mom needs to make a final decision about buying a “girly” toy for Matthew.

2. Find resources that will help

“Mom! Can I have that cooking set?” “Mmmm.. Let’s wait.”

“Hmm. I’m still not sure. I don’t want people to talk

“Hm...

ents a

about him playing with “girly” toys.

“Aw, mannn...”

Mom make that decision.

OPPO

Includ

about

girl to

EMOTIONAL JOURNEY

+

0

-

104


RETHINK PLAYTIME •• MFA Thesis

m clicks on

Mom clicks on

Mom clicks on cooking set

OURCE page.

TOY page.

and adds to shopping cart.

Mom reads articles

6.

She is surprised to see a

about allowing boys

cooking set available for

to play freely.

purchase on the site.

She becomes a little

encouraged after

7.

She decides to buy it for

8.

Mom fills in her payment

Mom confirms order.

10. Prints confirmation.

information to purchase. 9.

Mom completes her purchase.

her son.

reading articles and

parent testimonials.

I wonder if other par-

are thinking like me.”

“Oh! What a coincidence!

“Matthew is going to love

Matthew wanted a cooking

this! Maybe it won’t be so

set, and here one is!”

bad after all.”

ORTUNITY:

OPPORTUNITY:

de parent testimonials

Include PayPal feature.

“Can’t wait for it to come in!”

t boys playing with

oys.

105


RETHINK PLAYTIME •• MFA Thesis

BRAINSTORMING FUNCTIONALITY

106


RETHINK PLAYTIME •• MFA Thesis

This user functionality process was based off Stacey, The Babysitter, and her journey through the website.

My friend Stacey was able to help me with the user-testing of the brainstorming functionality exercise. With Stacey’s help, I was able to gain some insight that was not found on the journey map. Stacey is not very savvy with technology, so her main concern is for everything to be user-friendly, and to have little clicks-through as possible. She mentioned that whenever she is on a website, she dislikes when she has to keep clicking the BACK button on the browser to get back to where she was or wanted to be. Her insight made me realize my own dislike for such a task. Hence the opportunity for any outside link to be open on a new tab or a new window entirely. This way it would allow for the user to remain on the last page he/she was initially on before clicking on a third-party link. Another insight that was gathered during the process was to include the PayPal feature for purchasing items from the site. Since PayPal has become a go-to method of paying, it is smart and will be easy for users to simply click a button to complete their purchase, instead of having to manually input their billing and method of payment information. Ease of use and efficiency are the main gathering points from Stacey’s point of view—which I aim to accomplish with this website.

107


RETHINK PLAYTIME •• MFA Thesis

INFORMATION ARCHITECTURE

CARD SORTING

108


RETHINK PLAYTIME •• MFA Thesis

After extensive discussion and rethinking, it was concluded that the website’s global navigation and pages should be reconfigured to remove the Workshop Page since it was too similar to the Events page. Also, to replace the Workshop page, an About Page was added to allow for users to read on the history of the organization, as well as provide contact information. With the new pages, everything was resorted to accommodate for the new global navigation, as well as the secondary and tertiary pages that follow.

109


RETHINK PLAYTIME •• MFA Thesis

INFORMATION ARCHITECTURE

HOM

ABOUT

EVENTS

RESOURCES

History Contact Info & Email

CALENDAR

Location/Map Contact Form EVENT PAGE

SHOPPING CART

HOME LEVEL 1 LEVEL 2 LEVEL 3 CART

110

ARTICLES

NEWSLETTER

TESTIMO


ME

ONIES

RETHINK PLAYTIME •• MFA Thesis

Social Media Links

Newsletter Sign-up

Shopping Cart

TOYS

TEA SET

BABY DOLL

ADD TO CART

DONATE

COOK SET

BUY NOW

SWAG ITEMS

HAIR SET

ADD TO CART

DONATE NOW

SHOPPING CART

SHOPPING CART

The information architecture presented above is a guide as to how the website should be structured. However, due to limitations of a Squarespace website template, which was the chosen webserver/host Rethink Playtime’s website is slightly different to accommodate the template, while making certain that the required information is available for the viewer, and of course, the project.

111


RETHINK PLAYTIME •• MFA Thesis

USER TASK FLOWS SAMPLE 1 REGISTER FOR EVENT

112


RETHINK PLAYTIME •• MFA Thesis

USER TASK FLOWS SAMPLE 2 TOY PURCHASE

113


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES USER TESTING CONCEPTS & RESULTS

NOTES: Shown on this page are 3 different concepts for the website. Each concept has a HOME, EVENT, and TOY page. Before going to digital designs, I chose to user-test these 3 concepts with 3 people. I asked each person to choose which concept she likes best and why. The responses varied, but the overall theme of the responses was organization and ease of use. To begin designing, I chose the concept that had the most likes, Concept #3.

USER 1 USER 2 USER 3

114


RETHINK PLAYTIME •• MFA Thesis

115


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES

LOGO

L

Newsletter Sign Up

News

LOGO

LOGO

Newsletter Sign Up

Newsletter Sign Up

TOY IMAGE 1

TOY IMAGE 2

ABOUT

EVENTS

RESOURCES

TOYS

$$

DONATE

TOY

TOY Add to Cart

Add to Cart

SHOPPING CART

REGISTER

REGISTER

REGISTER

SHOPPING CART

REGISTER

REGISTER

REGISTER

Please confirm your purchases. 

Please fill out your   personal information.

Please fill out your   personal information.

Please fill out your   personal information.

REMOVE QTY

Name

Name

John Doe

REMOVE

Name

John Doe

John Doe

Email

Email

Email

Date of Birth

Date of Birth

Date of Birth

09/09/1987

09/09/1987

09/09/1987

QTY

SUBTOTAL

$$$$

johndoe@mail.com

Name of Child(ren)

Name of Child(ren)

Name of Child(ren)

PROCEED TO CHECKOUT SUBMIT

116

SUBMIT

SUBMIT


RETHINK PLAYTIME •• MFA Thesis

LOGO

LOGO

LOGO

Newsletter Sign Up

Newsletter Sign Up

Newsletter Sign Up

NOVEMBER

TOY IMAGE 3

NOVEMBER

1

2

3

1

2

3

4

5

6

7

8

9

10

4

5

6

7

8

9

10

11

12

13

14

15

16

17

11

12

13

14

15

16

17

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Item has been   added to your cart!

TOY

EVENT

EVENT

Add to Cart

REGISTER

SHIPPING

REGISTER Please fill out your   personal information.

Add to Cart

Add to Cart

SHIPPING

SHIPPING Check if Billing Address is same as Shipping

Name

SHIPPING

SHIPPING Check if Billing Address is same as Shipping

Name

SHIPPING Check if Billing Address is same as Shipping

Name

Name

John Doe

John Doe

Address

Address

Address

Email

123 Circle Drive

johndoe@mail.com

City

State

Zip Code

City

State

Date of Birth

Zip Code

City Playtime

09/09/1987 September 16, 1987

Phone Number

Phone Number

State MS

Zip Code 56789

Phone Number

Name of Child(ren)

124.587.3908

Janie Doe, James Doe

SUBMIT

NEXT

NEXT

NEXT

117


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES

SHIPPING

PAYMENT

BILLING

SHIPPING Check if Billing Address is same as Shipping

BILLING Check if Billing Address is same as Shipping

Name

CARD NUMBER

Name

John Doe

CARD NUMBER

1234     5678     3456     2456

John Doe

Address

Address

123 Circle Drive

EXPIRE DATE

CVV

123 Circle Drive

City

State

Zip Code

City

MS

56789

State

Playtime

Phone Number

Phone Number

124.587.3908

124.587.3908

EXPIRE DATE

05   /   21

CVV

123

Zip Code BILLING ZIP CODE

Playtime

PAYMENT

MS

BILLING ZIP CODE

56789

12345 CARDHOLDER NAME

CARDHOLDER NAME

John Doe NEXT

NEXT PAY SECURE

PAYMENT

CARD NUMBER

1234     5678     3456     2456 CONFIRM YOUR PURCHASES EXPIRE DATE

05   /   21

CVV

123

BILLING ZIP CODE

12345 CARDHOLDER NAME

John Doe

PAY SECURE

118

To proceed,  

THANK YOU FOR YOUR PURCHASE! An email confirmation will be sent to the 

please submit your order below.

email address you provided.

SUBMIT ORDER

PRINT RECEIPT

PAY SECURE


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES USER-TESTING RESULTS LOGO

VIDEO On the home screen, her first instinct was to touch

Newsletter Sign Up

the play button to start the video. Because of the lo-fi prototype, the video was unable to start. She said it is a natural reaction for her to start a video when there is one available to view.

USER 1 RESULTS: RACHEL LANDRY Rachel Landry requested to not be photographed for this portion of user-testing. An audio recording of her user-testing is available.

SCROLLING

LOGO

As a natural instinct,

LOGO

Rachel wanted to scroll down to see if there were

Newsletter Sign Up

more toys available.

TOY IMAGE 1

SHOPPING CART After adding the toy to the cart, Rachel wanted to view

Newsletter Sign Up

it in the shopping cart. INSIGHT

INSIGHT

Need to create a shopping

Need to be certain that

cart screen and make cart

scrolling feature is func-

icon click-ready and linked.

tional when website is

When creating the lo-fi

pushed live.

prototypes, I neglected to include a shopping cart screen for user-testing.

TOY Add to Cart

119


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES USER-TESTING RESULTS VIDEO

LOGO

Like Rachel, Courtney wanted to view the video. She pushed the play but-

Newsletter Sign Up

ton expecting for a video to start playing. INSIGHT Need to make sure video is accessible for live website / mobile app.

USER 2 RESULTS: COURTNEY NGUYEN An audio recording of her user-testing is available. I failed to take more pictures as she was using the site.

SHOPPING CART

LOGO

L

Like Rachel, Courtney

highlighted menu confused

wanted to view her shopping cart after adding

Newsletter Sign Up

News

an item to it.

show the option selected

EVENTS

Need to create screens for

will be highlighted.

RESOURCES

shopping cart.

INSIGHT

TOYS

TOY IMAGE 1 $$

Remove the highlighted

DONATE

L News ABOUT

EVENTS

TOY

RESOURCES

TOYS

120

Courtney. I had 2 separate screens of the menu to

ABOUT

INSIGHT

Add to Cart

HIGHLIGHTED MENU The extra screens of the

$$

DONATE

screens as they are not needed and will only cause more confusion.


RETHINK PLAYTIME •• MFA Thesis

SCROLLING

LOGO

Again like Rachel, Courtney wanted to scroll to view more.

Newsletter Sign Up

INSIGHT Need to make sure that scrolling feature is functional when website is pushed live.

TOY IMAGE 1

TOY Add to Cart

KEYBOARD

go HOME to continue

She was also looking for a

shopping and perusing the

button that would allow

site. She kept touching

for her to remove the key-

the MENU icon, but it did

board from the screen.

Address

State

Hello

Zip Code

Hellos

QW E R T Y U O I P A S D F G H J K L Z X C V B N M Phone Number

space

NEXT

Courtney was looking to

Newsletter Sign Up

“typing” her information.

Name

123

other than Home Page,

wanting to scroll to finish

Check if Billing Address is same as Shipping

“Helli”

When on a different page

board, Courtney kept

SHIPPING

City

MENU BUTTON

LOGO

On pages with the key-

SHIPPING

not take her home.

TOY IMAGE 2

INSIGHT

INSIGHT

Keyboard needs to have a

Need to be sure to have all

DONE button so that users

Global Navigation accessi-

can return to the screen to

ble on every page.

submit. DONE button can go where the suggested words are now.

TOY Add to Cart

return

121


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES USER-TESTING RESULTS

LOGO

VIDEO Like Rachel and Courtney, Vanessa was expecting to

Newsletter Sign Up

have a video play when she pushed the play button on the Home Page. INSIGHT Need to make sure video is accessible for live website / mobile app.

USER 2 RESULTS: VANESSA TRAN An audio recording of her user-testing is available. I failed to take more pictures as she was using the site.

BUTTONS Vanessa did not like the YES and NO buttons. She said they confused her because she is used to seeing the words to confirm her actions. She suggested to either change it to specifically state YES/NO or add the Are you sure you want to   add TOY to your cart?

words next to the icons. INSIGHT Need to simplify confirmation buttons/icons.

122


RETHINK PLAYTIME •• MFA Thesis

SCROLLING

LOGO

SHOPPING CART

LOGO

Like the first two users,

Again like Rachel and

Vanessa wanted to scroll

Courtney, Vanessa wanted

to view more products.

Newsletter Sign Up

to see her shopping cart.

Newsletter Sign Up

I expected for her to

I expected for this action,

scroll, but the function

as it was apparent with the

was not working.

first two users.

INSIGHT

TOY IMAGE 1

INSIGHT

TOY IMAGE 1

Need to make sure that

Need to create screens for

scrolling feature is func-

shopping cart.

tional when website is pushed live. TOY

TOY Add to Cart

Add to Cart

L

HIGHLIGHTED MENU Like Courtney, the extra highlighted menu screens

News

confused Vanessa. She didn’t understand why

ABOUT

there were two screens

EVENTS

just to make a choice. RESOURCES

INSIGHT

TOYS

$$

Remove the highlighted

DONATE

L News ABOUT

screens as they are not needed and will only cause more confusion.

EVENTS

RESOURCES

TOYS

$$

DONATE

123


RETHINK PLAYTIME •• MFA Thesis

WIREFRAMES

LO-FI DIGITAL PROTOTYPES USER-TESTING RESULTS

LOGO Newsletter Sign Up

Are you sure you want to   add TOY to your cart?

USER 2 RESULTS: VANESSA TRAN Continued…

L

LOGO

News

Newsletter Sign Up

ABOUT

NOVEMBER EVENTS

$$

1

2

3

RESOURCES

4

5

6

7

8

9

10

TOYS

11

12

13

14

15

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17

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20

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22

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28

29

30

DONATE

EVENT Add to Cart

124


RETHINK PLAYTIME •• MFA Thesis

SWITCHING TASKS After purchasing a toy, I asked her to “purchase” an event. When she realized her next task, she did not like how she had to go back to the home page to go through the steps to purchase an event. She likes when a site “reminds” or “suggests” some things that she may be interested in, such as another toy or an upcoming event. INSIGHT Possibly have suggestions for more shopping options once item is added to cart.

125


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES MOBILE

ABOUT

EVENTS

RESOURCES

TOYS

DONATE

Gender stereotyping of children can begin as early as their first year of infancy. Unhelpful gender stereotypes are pushed onto parents and children through society, media, and even from members of their own family. Little girls have become more accepted to play with “boy” toys, but there is still hesitation and pressure for little boys to not play with “girl”

TEA SET $9.95 Lemon in your tea? This fun tea set will surely bring warmth and smiles to your day!

Add to Cart Buy Now

126


RETHINK PLAYTIME •• MFA Thesis

NOVEMBER

COOK SET $8.95

BABY DOLL $12.95

Let’s get cooking! Stir up a hearty meal with this cook set, complete with a spatula, lid, and 2 skillets.

Daddy to the rescue! Soothe baby’s hunger with all the items you need: bottle, bib and bowl.

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

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18

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29

30

DRESS UP $29.99ea

Explore a trunkful of adventures and new friends!

Add to Cart

Add to Cart

Add to Cart

Buy Now

Buy Now

Buy Now

127


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES MOBILE

3

3

3

SHOPPING CART

REGISTER

REGISTER

Please review and confirm your order.

Please fill out your personal information.

Please fill out your personal information.

Name

Name

Email

Email

Date of Birth

Date of Birth

TEA TIME $9.95

DRESS UP $59.98

REMOVE QTY: 1

REMOVE QTY: 2

DISCOUNT CODES:

Name of Child(ren) APPLY

Age

Name of Child(ren)

Age

-

SUBTOTAL: $69.93 Proceed to Checkout

128

SUBMIT

SUBMIT


RETHINK PLAYTIME •• MFA Thesis

3

3

REGISTER

REGISTER

Please fill out your personal information.

Please fill out your personal information.

Name

Name

3

SHIPPING Check if Billing Address is same as Shipping Name

John Doe

John Doe

Email

Email

Email

johndoe@gmail.com

johndoe@gmail.com

Address

Date of Birth

Date of Birth

September 16, 1987

September 16, 1987 Name of Child(ren)

Age

Name of Child(ren)

Age

Josh Doe

3

Janie Doe

5

City

State

Zip Code

Phone Number

SUBMIT

SUBMIT

SUBMIT

129


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES MOBILE

3

SHIPPING

3

SHIPPING

Check if Billing Address is same as Shipping Name

Check if Billing Address is same as Shipping

John Doe

John Doe Email

Address

Address

Email johndoe@gmail.com

johndoe@gmail.com

Address 15153 Forest Court

15153 Forest Court

City

State

Zip Code

City

SHIPPING Check if Billing Address is same as Shipping Name

Name

Email

3

State

Zip Code

City Playtime

Phone Number

Phone Number

Phone Number

123-456-7890

SUBMIT

130

SUBMIT

SUBMIT

State

Zip Code

MS

12345


RETHINK PLAYTIME •• MFA Thesis

3

BILLING Check if Billing Address is same as Shipping Name John Doe

3

3

PAYMENT

PAYMENT CREDIT CARD

CREDIT CARD

Card Number

Card Number

Email Expire Date

johndoe@gmail.com

CVV

Expire Date

CVV

Address 15153 Forest Court

City Playtime

State

Zip Code

MS

12345

Billing Zip Code

Billing Zip Code

Cardholder Name

Cardholder Name

SUBMIT

SUBMIT

Phone Number 123-456-7890

SUBMIT

131


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES MOBILE

3

PAYMENT

1234 5678 9012 3456 CVV 123

1234 5678 9012 3456 Expire Date 07 / 23

Billing Zip Code

Billing Zip Code

Cardholder Name

Cardholder Name

67890

John Doe

SUBMIT

132

SUBMIT

3

PAYMENT CREDIT CARD

Card Number

Card Number

07 / 23

PAYMENT CREDIT CARD

CREDIT CARD

Expire Date

3

CVV 123


RETHINK PLAYTIME •• MFA Thesis

3

REVIEW ORDER SHIPPING ADDRESS John Doe 15153 Forest Court Playtime, MS 12345

BILLING INFO

Card Ending in 3456 BILLING ADDRESS Same as Shipping Address

TEA TIME $9.95

DRESS UP $59.98

Remove Qty: 1

THANK YOU FOR YOUR PURCHASE!

Remove Qty: 2 -

Shipping & Handling: Total before tax: Tax:

$0.00 $69.93 $4.83

A copy of your receipt will be sent to the email address you provided.

-

TOTAL: $74.83 Print Receipt Place Order

133


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES MOBILE

SEARCH What can we help you find?

PAGE NOT FOUND Sorry for the incovenience! -

All hi-fi prototypes are not 100% exact compared to the final responsive website that is created through Squarespace.com. Due to the template that is chosen for the website, there were restrictions that limited the full design of the hi-fi prototypes.

134

-


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES DESKTOP

ABOUT

EVENTS

RESOURCES

TOYS

DONATE

Gender stereotyping of children can begin as early as their first year of infancy. Unhelpful gender stereotypes are pushed onto parents and children through society, media, and even from members of their own family. Little girls have become more accepted to play with “boy” toys, but there is still hesitation and pressure for little boys to not play with “girl” toys. Playing is important to learning, and pressure to conform means parents can unknowingly push damaging stereotypes onto their children when they play. This project

135


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES IPAD

ABOUT

EVENTS

RESOURCES

TOYS

DONATE

Gender stereotyping of children can begin as early as their first year of infancy. Unhelpful gender stereotypes are pushed onto parents and children through society, media, and even from members of their own family. Little girls have become more accepted to play with “boy” toys, but there is still

136


RETHINK PLAYTIME •• MFA Thesis

TEA SET $9.95 Lemon in your tea? This fun tea set will surely bring warmth and smiles to your day! Add to Cart

Buy Now

137


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES

USER-TESTING RESULTS

SWITCHING TO NEXT TASK After purchasing her toy, Rachel skipped purchasing an event and went straight to the shopping cart to checkout. After she realized she needed to add an event, she decided to go back to the menu to go through the steps of purchasing an event. Rachel’s initial reaction of going ADDED TO CART! Your purchase has been added to your shopping cart. Continue shopping?

USER 1 RESULTS: RACHEL LANDRY Rachel Landry volunteered to once again

YES

participate in the user-testing of the hi-fi prototypes. She asked to only take pictures of her testing, but none of her face. An audio recording of her user-testing is available.

ABOUT

EVENTS

RESOURCES

TOYS

DONATE

138

NO

straight to the cart after buying the toy allowed me to see if the flow of my screens worked — and it did.


RETHINK PLAYTIME •• MFA Thesis

SHOPPING CART BUTTON During the lo-fi user-testing, Rachel wanted to view her shopping cart immediately after adding a toy to her cart. However, during the hi-fi prototype user-testing, she did not. When asked why, she didn’t know. INSIGHT One of two reasons can be why she didn’t touch the shopping cart button: 1. The screen that confirms the item was added to the cart is effective. 2. Rachel already knew her task from the lo-fi user-testing, so maybe

TEA SET Firtua rebunte pator in vivir habus acipio, non viderae llaberr

$$

it would have been useful to get a user who has not seen the website at all.

Add to Cart

Buy Now

139


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES

USER-TESTING RESULTS

MENU ICON Kathy had a hard time figuring out where to go to begin her tasks. I had to subtly tell her where to go. Her first instinct was to watch the video as it was the first thing she saw on the screen. When she saw the menu icon, she told me that if the menu were more uniform, it would have registered for her. INSIGHT Need to make the menu icon have lines of the same width and more space in between each one.

USER 2 RESULTS: KATHY WALL Kathy Wall is a new user-tester. An audio recording of her user-testing is available.

140

Gender stereotyping of children can begin as early as their first year of infancy. Unhelpful gender stereotypes are pushed onto parents and children through society, media, and even from members of their own family. Little girls have become more accepted to play with “boy” toys, but there is still hesitation and pressure for little boys


RETHINK PLAYTIME •• MFA Thesis

TOY PAGES When Kathy clicked on the Toy Page from the menu, she expected to see a page where it shows thumbnails of available toys for purchase. She says that landing on a toy immediately makes her feel as if she has already selected the toy to purchase it. To see more options for purchase, she expects to scroll left to right; and toy info, up and down. INSIGHT Need to create a screen that shows thumbnails of toys and rethink scrolling feature.

TEA SET Firtua rebunte pator in vivir habus acipio, non viderae llaberr

$$

Add to Cart

Buy Now

141


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES

USER-TESTING RESULTS

BILLING PAGE Kathy wanted to input information for Billing, but there was one extra Shipping screen. Kathy mentioned how she would check the box that chooses the shipping address to be the same as the billing address.

SHIPPING 

Check if Billing Address is same as Shipping

Name

which resulted in confusion.

Email johndoe@gmail.com Address 15153 Forest Court

Continued…

City Playtime

State

Zip Code

MS

12345

Phone Number 123-456-7890

SUBMIT

142

I had failed to change the title of the extra Shipping page to Billing,

John Doe

USER 2 RESULTS: KATHY WALL

INSIGHT


RETHINK PLAYTIME •• MFA Thesis

REGISTER

SHIPPING Check if Billing Address is same as Shipping

Please fill out your personal information.

BILLING 

Check if Billing Address is same as Shipping

Name

Name

Email

Email

Email

Date of Birth

Address

Address

Name John Doe

johndoe@gmail.com

15153 Forest Court Name of Child(ren)

Age

City

State

Zip Code

City Playtime

Phone Number

State

Zip Code

MS

12345

Phone Number 123-456-7890

SUBMIT

SUBMIT

SUBMIT

ORDER OF PAGES As Kathy was going through the checkout process, she asked if the order of Registration, Shipping and Billing Pages was correct. She mentioned that most companies will want to be paid first. INSIGHT Need to look at other companies to see how the order goes so that it can be consistent with other companies and be easy for users to understand and navigate.

143


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES

USER-TESTING RESULTS

CONFIRMATION NUMBER After purchasing and completing check-out, Kathy wanted to see a confirmation number. INSIGHT Add a confirmation number under the header.

THANK YOU FOR YOUR PURCHASE!

USER 2 RESULTS: KATHY WALL

A copy of your receipt will be sent to the email address you provided.

Continued…

PRINT RECEIPT

144

-


RETHINK PLAYTIME •• MFA Thesis

REGISTER Please fill out your personal information. Name

ADDITIONAL PARTICIPANTS

INSIGHT

When registering for an event, Kathy

The one thing that Kathy mentioned

questioned whether or not she could

during her user-testing is that I need

add more people. When I pointed

to think about the “Amazon age.”

out that she could add children, she

Because everyone is using Amazon

questioned if she would be able to

now, it would be beneficial to mimic

add more adults to attend an event.

how Amazon designs their sites.

INSIGHT Add a button that allows for more participants to be added.

John Doe Email johndoe@gmail.com Date of Birth September 16, 1987 Name of Child(ren)

Age

Josh Doe

3

Janie Doe

5

SUBMIT

145


RETHINK PLAYTIME •• MFA Thesis

HI-FI PROTOTYPES

USER-TESTING RESULTS

REGISTER Please fill out your personal information. Name

Email

Date of Birth

USER 3 RESULTS: VANESSA TRAN

Name of Child(ren)

Age

Vanessa volunteered to be a user-tester again. An audio recording is available. She requested not to be photographed during this session of user-testing. SUBMIT

146


RETHINK PLAYTIME •• MFA Thesis

ORDER OF PAGES Like Kathy, Vanessa expected to see the pages in a different order. The only difference between Kathy and Vanessa is that Vanessa was expecting to see a screen where the user can input personal information

SHIPPING Check if Billing Address is same as Shipping Name

before the shipping address and

BILLING 

Check if Billing Address is same as Shipping

INSIGHT

Name

Need to determine if another

John Doe Email

screen that allows user to input per-

Email

sonal information is necessary…?

johndoe@gmail.com Address

billing information.

Address 15153 Forest Court

City

State

Zip Code

City Playtime

Phone Number

State

Zip Code

MS

12345

Phone Number 123-456-7890

SUBMIT

SUBMIT

All hi-fi prototypes were updated to the new visual language refined in Thesis 3. The photographs of the users testing the card sorting prototypes are from the old visual language developed during Thesis 2.

147


RETHINK PLAYTIME •• MFA Thesis

FINAL USER-TESTING

VISUAL LANGUAGE A/B METHOD

The visual language for Rethink Playtime went through a major overhaul during all three Thesis classes. Visual Language A was developed during Thesis 2, which had to be redefined and tweaked during Thesis 3 to relate back to my target audience. I also had to user-test the design to determine if this was still a strong one to be used for the brand and all of its collateral and design components. Visual Language B is the newly revised deisgn system for the project. Due to instructor feedback in Thesis 3, it was recommended to rethink the design from Thesis 2.

Though my three users found certain things about Visual Language A they liked, such as the crayon effect and the childish style it has, each person’s overall design choice was Visual Language B. I was able to break down their thoughts by asking questions of their likes and dislikes of the two designs. I had to remind my users that the kids would not be the ones to buy the toys, rather they themselves would be the main purchasers. Though Visual A was fun and “appealed more to their kids,” Visual B “felt cleaner” and “more put together.”

USER 1 USER 2 USER 3

148


VISUAL LANGUAGE A

VISUAL LANGUAGE B

149


RETHINK PLAYTIME •• MFA Thesis

FINAL USER-TESTING PACKAGING

User-testing for the toy packaging was done using the old packaging box with the old visuals from Thesis 2. Because the new boxes were with the vendor for sizing and pre-press, I did not have the new boxes for the users to test.

USER 1: OANH TRAN

150

However, during the testing, I made it clear for the users to just look at the package itself and the practicality of the box. The users were able to give me their thoughts on the box itself, and they each agreed that the box was a


RETHINK PLAYTIME •• MFA Thesis

good size, sturdy, easy handling, and most of all reusable. They each felt that the packaging was much easier to get into than most existing toy packagings.

USER 2: RACHEL LANDRY

Towards the end of the packaging user-testing, I did show the new visual language (Visual B) to my users and asked them to compare it to the old one (Visual A) to see which one was better. When the visuals were side-by-side, they each pointed to Visual B, confirming that a new visual language was necessary at the beginning of Thesis 3.

USER 3: LACEY HUGEE

151


RETHINK PLAYTIME •• MFA Thesis

FINAL USER-TESTING

MAGAZINE - DIGITAL VERSION, ISSUU.COM

USER 1 RESULTS: RACHEL LANDRY Rachel Landry requested to not have her face be photographed for this portion of user-testing. An audio recording of her user-testing is available.

Issue No. 1 October 2019

When I asked for Rachel to user-test the digital magazine for the overall general feel and design of the entire project, her response to the magazine cover: “It made me giggle.” INSIGHT Having a welcoming and smiling model on the front cover will create an emotional tie with the viewer and grab attention.

“IT MADE ME GIGGLE.” 152


RETHINK PLAYTIME •• MFA Thesis

I asked Rachel to compare the digital magazine’s design to the new package design. She confirmed that the visual language is consistent throughout and the design is clean and polished, moreso than Visual Language A. When I asked her if this would be a magazine she would pick up, she affirmed and said that the colors and imagery grab her attention.

“…IT FLOWS GOOD — I LIKE IT. I LIKE THE VISUALS, COLORS. I REALLY LIKE THE BLACK AND WHITE [PHOTOS] WITH THE POPS OF COLOR.” During her user-testing, Rachel took her time to read over some of the articles. She came across the “Ten Reasons Why Boys Should Dance, Too…” After she read it, she made the comment that when she was younger, boys would dance all the time. However, the trend has died off and boys are no longer dancing like they used to.

While viewing the articles in the magazine, she stopped and noticed the email address for contacting the brand. She asked if it was on the website. INSIGHT Need to add brand’s email address on the Contact page of the website.

153


RETHINK PLAYTIME •• MFA Thesis

FINAL USER-TESTING

MAGAZINE - DIGITAL VERSION, ISSUU.COM

USER 2 RESULTS: LACEY HUGEE Lacey Hugee volunteered to user-test for all deliverables. This is her first time user-testing for this project. An audio recording of her user-testing is available.

“…THEY’RE GOING TO BE TAKING CARE OF BABIES, NOT ACTION FIGURES…”

Before user-testing, I gave Lacey a quick synopsis of the project and its concept. As she was user-testing the magazine, she began to understand the need for the topic and the accompanying deliverables. When asked if the magazine would be something she would want to read, she affirmed, saying that the Mattel article caught her attention because it was something that she hasn’t ever seen before (referring to the Creatable World™ dolls recently launched by the toymaker). When she came across the article “Meet Little Matthew,” her thoughts were right on target with what I was trying to achieve for parents to understand. She agreed that it is important for little kids, especially boys, to play with dolls. The strongest insight I received from Lacey is that kids need to learn how to take care of other people because when they get older, they will be taking care of babies if [and when] they become fathers, not action figures.

154


RETHINK PLAYTIME •• MFA Thesis

USER 3 RESULTS: OANH TRAN Oanh Tran volunteered to be a user-tester. This is her first time user-testing for this project. An audio recording of her user-testing is available.

For the magazine, Oanh affirmed that everything flowed. She liked the articles that were presented, bu the only complaint she had about the magazine was the Creatable World™ was too long for her liking. She stated that she is more of a visual person, but that someone else may feel differently. She did mention that she would prefer the articles to be rearranged so that it goes in the following order: Meet Little Matthew, Creatable World™, and then Tea Party. She commented that the articles in this order helps to introduce the topic’s inspiration first.

During the design process for the magazine, the article for Creatable World™ had already been shortened to keep the design intact with the rest of the visual system, and without it being too long for the purpose of the project. The articles’ order did not matter for the magazine, as the intention is for parents to already know about the brand and its mission.

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FINAL USER-TESTING

WORKBOOKS

The two workbooks for the workshops were user-tested with Rachel Landry, Oanh Tran, and Lacey Hugee. The original cover photo was of a crown and princess shoes. All three users agreed that the front cover should show a gender-neutral photo, instead of strictly a photo that targets little girls. With this insight, I changed the front cover to include a parent and a little boy who is dressed up in costume.

LET’S PLAY DRESS-UP! WORKSHOP PROCTOR WORKBOOK

LET’S PLAY DRESS-UP! WORKSHOP PROCTOR WORKBOOK

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USER 1: RACHEL LANDRY Rachel requested not to be photographed during her user-testing session.

Rachel approved of the Reflection page as she believes it will help parents understand the kids’ responses to the activity.

“…PARENTS CAN HEAR WHAT THEIR KIDS THINK ABOUT THEIR PLAYING WITH THEM, SINCE SOME PARENTS DON’T HAVE TIME TO PLAY WITH THEIR KIDS...”


RETHINK PLAYTIME •• MFA Thesis

USER 2: OANH TRAN

USER 3: LACEY HUGEE

Like Rachel, both Users Oanh Tran and Lacey Hugee agreed the visual system was consistent throughout the rest of the deliverables for the project. When viewing the two workbooks, Oanh liked the extra tips for the proctor to give to the participants. She also loved that there were “starter suggestions” for the parents to begin the activity. Lacey believed the workshop concept is a strong idea. She, like Rachel, thinks that having the one-on-one time to play with kids is necessary and a staple that is missing in most families. On the Tips page, she strongly supported the “Be Brave” tip. She believes that if kids were to see how parents are brave about playing dress up, then their kids can be brave about anything.

TIPS

RE

SUGGESTIONS & ADVICE

QUES THE P

We know there are times when it may be a struggle to not fall into the genderstereotype traps. Here are some tips and suggestions that you can give to the parents to further encourage their children to play freely:

At the end activity, re engage in a questions t the activity to get the d

Be brave. Show kids that it’s a brave thing to do something that is out of the norm. This will help build confidence as they grow older.

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How di about

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Try resisting from segmenting toys and activities. Instead of saying that certain things are “only for girls” or “only for boys,” make the activities all-inclusive. This can teach children teamwork.

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Encourage for boys and girls to play together. Kids should be comfortable playing with one another, no matter who it is or what they’re playing. This will help them with their future relationships in school, at work, and in their personal lives.

Duration: 15 min

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FINAL USER-TESTING RESPONSIVE WEBSITE

When Rachel began checking out from the shopping cart page, I only had the beginning stages of the checkout feature available through Squarespace. Before she can move on after entering her email, a notification appeared informing her that the checkout features were not yet active. She had to stop her user-testing at this point as there was nothing else she can do.

USER 1: RACHEL LANDRY Rachel requested not to be photographed during her user-testing session.

Due to the business processes that are required to have the Shopping Cart and Checkout Page fully working, this part of the website was approved by the director to forego.

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USER 2: OANH TRAN

USER 3: LACEY HUGEE

For Oanh’s user-testing, she provided positive feedback. What stood out to her were the welcome video on the home page and the Resources page. She loved the video’s quick explanation of the brand’s mission She liked the different categories listed on the Resources page, which she said “it helps me look for what I need, whether it be activities or articles that help me get opinions.”

Like Oanh, Lacey also appreciated the Resources Page. She liked how the external links takes her to other sites that promote the similar mission of gender-neutrality. When she clicked on one of the external links, it took her to a website called A Boy Can Too. She never heard of the site, and “if it were not for Rethink Playtime, [she] wouldn’t have known about it.” 159


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PUTTING IT ALL TOGETHER

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From photography to color to the handwriting, the visual language, when put together, reflects the identity of RETHINK PLAYTIME.

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DIRECT MAIL

GREETING CARD DIGITAL COMP

rethinkplaytime.org

playtime

Outside

FROM ALL OF US AT RETHINK PLAYTIME

WE WISH YOU A VERY NATHAN! MAY ALL OF YOUR WONDERFUL BIRTHDAY WISHES COME TRUE!

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DIRECT MAIL

RECIPE CARD GREETING CARD INSERT DIGITAL COMP

playtime MAKE YOUR OWN SIMPLE VANILLA BIRTHDAY CUPCAKES! READY IN: 40mins • SERVES: 12 • YIELD: 20-25 cupcakes

INGREDIENTS

DIRECTIONS

• 2 cups flour

Preheat oven to 375°F or 190°F; line muffin cups with papers.

Cream butter and sugar till light and fluffy (make sure the butter is at room temperature so the mixture doesn’t clump). Beat in eggs one at a time.

Add flour (mixed with baking powder and salt) alternating with milk beat well; stir in vanilla.

Divide evenly among pans and bake for 18 minutes. Let cool in pans and enjoy!

• 1⁄2 teaspoon salt • 2 teaspoons baking powder • 1⁄2 cup butter, softened • 3⁄4 cup sugar • 2 eggs • 1 cup milk • 1 teaspoon vanilla essence Front

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DIRECT MAIL POSTCARDS DIGITAL COMP

playtime

IT’S A PARTY! Front

P.O. Box 123 Playtime, MS 12345 rethinkplaytime.org

playtime

A SUMMER BLOCK PARTY! SATURDAY, JUNE 1, 2019 AND YOU’RE INVITED!

Rachel Landry 3073 Swanson Road Playtime, MS 12345

Come join us! 11am–3pm • Hiller Park Face Painting • Food & Refreshments • Giveaways Activities to include: Bath Bomb Making • Perfume Lab • Jewelry Creations ENJOY SOME SCIENCE FUN AND REINFORCE FINE MOTOR SKILLS! RSVP at RethinkPlaytime.org

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INTRODUCING A NEW TOY!

HAIR SET PLAY! LEARN! EXPLORE! AND BECOME THE NEXT FAMOUS HAIRSTYLIST OF THE FUTURE!

Front

playtime

P.O. Box 123 Playtime, MS 12345 rethinkplaytime.org

playtime

AND HERE’S A GREAT OFFER!

GET 20% OFF THE NEW HAIR SET!

Rachel Landry 3073 Swanson Road Playtime, MS 12345

Visit RethinkPlaytime.org and use discount code HAIR19 at checkout.

Offer expires December 31, 2019. While supplies last. Qualifying discount applies to new hair dryer toy set only. Not valid for cash or cash equivalent. Rethink Playtime is not responsible for lost or stolen discount offers.

Back

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DIRECT MAIL POSTCARDS DIGITAL COMP

LET’S PLAY DRESS-UP! WORKSHOP

playtime

Front

P.O. Box 123 Playtime, MS 12345 rethinkplaytime.org

playtime

SIGN UP FOR THE DRESS-UP WORKSHOP ON NOVEMBER 9, 2019

GET 20% OFF EACH PARTICIPANT

Rachel Landry 3073 Swanson Road Playtime, MS 12345

Visit RethinkPlaytime.org and use discount code DRESS at checkout.

Offer expires November 9, 2019 and may only be used for the Dress-Up Workshop only. Valid for up to 4 participants. Discount must be applied at time of registration. Not valid for cash or cash equivalent. Rethink Playtime is not responsible for lost or stolen discount offers.

Back 166


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EBLAST

playtime

IT’S A SUMMER BLOCK PARTY! SATURDAY, JUNE 1, 2019 AND YOU’RE INVITED! Come join us! 11am–3pm • Hiller Park Face Painting • Food & Refreshments • Giveaways Activities to include: Bath Bomb Making • Perfume Lab • Jewelry Creations ENJOY SOME SCIENCE FUN AND REINFORCE FINE MOTOR SKILLS!

RSVP NOW

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DIRECT MAIL POSTCARDS FINAL MOCK-UP

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DIRECT MAIL

GREETING CARD FINAL MOCK-UP

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TOYS

AS SEEN ON WEBSITE

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TOYS

AS SEEN ON WEBSITE

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TOYS

AS SEEN ON WEBSITE

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PACKAGE DESIGN

After careful consideration, discussion and thinking, it has been concluded that previous concepts will not work with the toy items that will be available to the target audience. The chosen concept design was found from a site called Template Maker (www.templatemaker.nl). The chosen packaging will be a tray and sleeve box, also known as a Match Box. The thought process is to have a complete box that will be about the size of the circled pink one to the right, but bigger so that it can house all the potential toys being offered.

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LEMON IN YOUR TEA? This fun tea set will surely bring smiles and warmth to your day! Perfect for children of all ages, this TEA TIME tea set is BPA free, easy to clean and suitable for serving food and drinks! Strengthen a child’s fine motor skills and learn to pour a great cup of tea for Grandma!

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Side B View What’s in the box? 1 Teapot 1 Sugar Holder 1 Plate 2 Tea Cups

WARNING! CHOKING HAZARD - SMALL PARTS. Not for children under 3 years. Recommended for ages 3+.

before and after use. Created using templatemaker.nlWash Licensed under CC BY-SA 4.0. https://creativecommons.org/licenses/by-sa/4.0/

Side A View

TEA SET SLEEVE, DIGITAL COMP

TEA SET

PACKAGE DESIGN RETHINK PLAYTIME •• MFA Thesis


RETHINK PLAYTIME •• MFA Thesis

PACKAGE DESIGN SLEEVE

Match Box 203.2 x 152.4 x 114.3 (inch): sleeeve

FLAP TO GLUE

Created using templatemaker.nl Licensed under CC BY-SA 4.0. https://creativecommons.org/licenses/by-sa/4.0/

TEA SET Top View

LEMON IN YOUR TEA? This fun tea set will surely bring smiles and warmth to your day! Perfect for children of all ages, this TEA TIME tea set is BPA free, easy to clean and suitable for serving food and drinks! Strengthen a child’s fine motor skills and learn to pour a great cup of tea for Grandma!

What’s in the box? 1 Teapot 1 Sugar Holder 1 Plate 2 Tea Cups

TEA SET WARNING! CHOKING HAZARD - SMALL PARTS. Not for children under 3 years. Recommended for ages 3+. Wash before and after use.

WARNING! CHOKING HAZARD - SMALL PARTS. Not for children under 3 years. Recommended for ages 3+. Wash before and after use.

Bottom View 181

set is BPA free, easy to clean and suitable for serving food and drinks! Strengthen a child’s fine motor skills and learn to pour a great cup of tea for Grandma!

TEA SET 2 Tea Cups


ita A ag da ri Str ble free, es, t y! Pe ng sm h f r e o f i e i and ngthe r serv asy t s TEA ect fo les o r i n t e a l e a r n a c h n g f o c l e a nT I M E for to p ild’s od a an tea G o fi n d r a ndmur a g ne m d drin a! rea otor ks! t c up skills of

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Wh at’s i n the 1T box e ? 1 apo S u t 1 P gar H la o 2 te lder T ea Cup s

Digital Comp not actual size.

Tray will be green on the outside with a white logo and white on the inside. WA R N CH ING O K ! No ING tf HA Wa or chil ZAR D sh b e d r e n - SM f o r e a u n d e A LL nd r 3 PAR a f t ye a T S . er u r s. s e. R e c o

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PT OG LU E


RETHINK PLAYTIME •• MFA Thesis

PACKAGE DESIGN FINAL MOCKUP

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PACKAGE DESIGN FINAL MOCKUP

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PACKAGE DESIGN FINAL MOCKUP

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WORKSHOP

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WORKSHOP

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WORKSHOP

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RETHINK PLAYTIME •• MFA Thesis

UNIFORM

Uniforms will be a green overall to match the green in the visual system. A cyancolored shirt will be worn with the overall with white sneakers/tennis shoes. A white logo will be printed on the front of the overall on the bib pocket.

MATT PALACE QUEEN

Name badge will have a logo without the tagline, and the staff member’s name will be in set in Header 2 with the title set in Header 3, cyan. Name badge will be roughly 3.5 inches wide by 2 inches high.

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SWAG

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RETHINK PLAYTIME •• MFA Thesis

SWAG

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RETHINK PLAYTIME •• MFA Thesis

CLOSING THOUGHTS

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Reflecting back on the thesis journey, thoughts will focus on the entire process leading up to the outcome of the project. Credits and citations will also be included.

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REFLECTIONS AND THOUGHTS As I look back on my journey for my thesis project of Rethink Playtime, there were many times of discouragement — thinking that the topic was much more difficult to investigate due to the natural controversy surrounding it. However, as the progression of the project continued, I found that most parents were quite accepting of the topic of choice. Though some parents were still set in their ways, they were still cooperative in adding their opinions and insights. The work leading up to the final visual language was extremely tough. The visual language system for Rethink Playtime went through many iterations before reaching what it is now. Another moment of discouragement happened during Thesis 3 Refinement when the visual language from Thesis 2 Development was suggested, and recommended, to be reworked. This led to the project being put behind schedule. As a result, I had to work even harder to complete the project as required for Final Presentation.

202

Though the journey for the visual language was not what I wanted, it was through user-testing during Thesis 3 that confirmed my need to refine the Thesis 2 visual language. User-testing throughout the thesis process went smoothly. Participants were cooperative, answered all questions as necessary, and some provided more insight than I was expecting. Usertestings results were tremendously helpful in reaching all goals for the project’s outcome. Overall, I am pleased with the final results and products of Rethink Playtime. Everything came together seamlessly during Thesis 3 (with the change in visual system), and as a whole, the entire project reflects what I had imagined it to be: a genderless, fun, and accepting brand with cohesive collateral that reaches out to parents to encourage their little boys to play as they please.


RETHINK PLAYTIME •• MFA Thesis

WHAT IT COULD BE The future of Rethink Playtime is one that I had imagined during the conception of the project. I believe that it is possible for Rethink Playtime to become an actual non-profit entity and strategically partner with local educational programs and/or organizations to bring the workshops and mission to life. Doing so will allow for Rethink Playtime and the local groups to engage the community in bringing back the true meaning of playtime: learning, exploring, and creating children’s futures.

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CREDITS TOY PACKAGING PRINTING: Hederman Brothers, Inc. Madison, MS MAGAZINE PRINTING: Knight Abbey Printing Company Biloxi, MS MAGAZINE DIGITAL: Issuu.com OTHER PRINTED COLLATERAL: Knight Abbey Printing Company Biloxi, MS THESIS BOOK PRINTING: Blurb.com San Francisco, CA WORKSHOP LOCATION: Lynn Meadows Discovery Center Gulfport, MS

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PHOTOGRAPHY: Self Katherine Sowers shutterstock.com istock.com unsplash.com pixabay.com Google Images VIDEO ANIMATION: Self VIDEO MUSIC: HookSounds ILLUSTRATIONS/ICONS: Self Freepik from Flaticon.com


RETHINK PLAYTIME •• MFA Thesis

CITED WORKS • “Aboycantoo.” Aboycantoo, https://aboycantoo.wordpress.com/. • “Ages & Stages: ‘I’m a Boy & You’re a Girl!”.” Scholastic, https://www.scholastic.com/ teachers/articles/teaching-content/ages-stages-im-boy-youre-girl/.

• Aubrey, Jennifer Stevens, and Kristen Harrison. “The Gender-Role Content of Childrens

Favorite Television Programs and Its Links to Their Gender-Related Perceptions.” Media Psychology, vol. 6, no. 2, 2004, pp. 111–146., doi:10.1207/s1532785xmep0602_1.

Bosse, Jennifer. “How ‘Man Up’ And Other Stereotypical Sayings Hurt Boys.” HuffPost, HuffPost, 22 June 2017, https://www.huffpost.com/entry/how-man-up-and-otherstereotypical-sayings-hurt-boys_b_594ac2b4e4b092ed90588b28.

• “Boys Like, Girls Like, Kids Like.” Institute for Humane Education, 1 Sept. 2013, https://humaneeducation.org/resources/2013/boys-like-girls-like-kids/.

Brown, Christia Spears. Parenting beyond Pink & Blue: How to Raise Your Kids Free of Gender Stereotypes. Ten Speed Press, 2014.

• “By Age 6, Gender Stereotypes Can Affect Girls’ Choices.” NSF, https://www.nsf.gov/ news/news_summ.jsp?cntn_id=190924.

Chandra-Mouli, Venkatraman, et al. “Implications of the Global Early Adolescent Studys Formative Research Findings for Action and for Research.” Journal of Adolescent Health, vol. 61, no. 4, 2017, doi:10.1016/j.jadohealth.2017.07.012.

Chartschlaa, Sarah A. “External Influences of Children’s Socialization to Gender Roles.” 2004. Liberty University. http://digitalcommons.liberty.edu/cgi/viewcontent. cgi?article=1205&context=honors

Chittenden, Chrissy. 10 Ways to Avoid Gender Stereotyping in Children. 4 Oct. 2014, https://www.huffingtonpost.co.uk/chrissy-chittenden/10-ways-to-avoid-genderstereotyping-in-children_b_5123203.html.

CurrieJackie, Jackie. “Pretend Play Perfume Factory for Kids.” Happy Hooligans, 7 June 2019, https://happyhooligans.ca/pretend-play-perfume-factory-activity/. 205


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Curtis, Polly. “Pink v Blue - Are Children Born with Gender Preferences?” The Guardian, Guardian News and Media, 13 Dec. 2011, https://www.theguardian.com/politics/realitycheck-with-polly-curtis/2011/dec/13/women-children.

Dastagir, Alia E. “Gender Stereotypes Are Destroying Girls, and They’re Killing Boys.” USA Today, Gannett Satellite Information Network, 22 Sept. 2017, https://www. usatoday.com/story/news/2017/09/21/gender-stereotypes-destroying-girls-and-theyrekilling-boys/688317001/.

Dockterman, Eliana, et al. “Why Mattel Is Releasing the First Gender-Neutral Doll.” Time, Time, 25 Sept. 2019, https://time.com/5684822/mattel-gender-neutral-doll/.

Eliot, Lise. Pink Brain, Blue Brain: How Small Differences Grow Into Troublesome Gaps -- And What We Can Do About It. HMH Books, 2009.

• “Circleofmoms.com.” Circleofmoms.com, https://www.circleofmoms.com/question/ encourage-discourage-your-children-from-playing-opposite-gender-toys-1701581.

• “FACT SHEET: Breaking Down Gender Stereotypes in Media and Toys so That Our

Children Can Explore, Learn, and Dream Without Limits.” National Archives and Records Administration, National Archives and Records Administration, https:// obamawhitehouse.archives.gov/the-press-office/2016/04/06/factsheet-breaking-downgender-stereotypes-media-and-toys-so-our.

Fitzpatrick, Hayley. “Megan Fox on Respecting 6-Year-Old Son’s Decision to Wear Dresses.” ABC News, ABC News Network, 20 Sept. 2019, https://abcnews. go.com/GMA/Culture/megan-fox-respecting-year-sons-decision-wear-dresses/ story?fbclid=IwAR2xflJ_n8Z2QqcH7RtaZ5kBoo6e4YqfDTaUzdYlVRZMU3zslyB_ Pi1tPXk&id=65743793.

France, Paul Emerich. “What ‘Inside Out’ May Be Saying About Gender.” HuffPost, HuffPost, 23 July 2016, https://www.huffpost.com/entry/what-inside-out-may-besa_b_7852342.

• “Gender Diverse Parenting: Creating Space For Kids.” Psychology Today, Sussex

Publishers, https://www.psychologytoday.com/us/blog/gender-and-schooling/201210/ gender-diverse-parenting-creating-space-kids.

• “Gender: Early Socialization: Parents’ Socialization of Gender in Children.” Encyclopedia on Early Childhood Development, http://www.child-encyclopedia.com/gender-earlysocialization/according-experts/parents-socialization-gender-children.

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Gilliland, Nikki. “How Brands Are Fighting against Gender Stereotypes.” Econsultancy, 27 July 2017, https://econsultancy.com/how-brands-are-fighting-againstgender-stereotypes/.


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Ginsburg, Kenneth R. “The Importance of Play in Promoting Healthy Child Development and Maintaining Strong Parent-Child Bonds.” American Academy of Pediatrics, American Academy of Pediatrics, 1 Jan. 2007, https://pediatrics.aappublications.org/ content/119/1/182.

Gleeson, Louise. “Boys Can Be Dancers, and There’s Nothing Wrong with That.” Today’s Parent, 14 Dec. 2017, https://www.todaysparent.com/family/activities/boys-can-bedancers-and-threes-nothing-wrong-with-that/.

• “GoldieBlox: Official Site.” GoldieBlox, https://www.goldieblox.com/about/. •

Grinberg, Emanuella. “This Is What Happens When Gender Roles Are Forced on Kids.” CNN, Cable News Network, 3 Oct. 2018, https://www.cnn.com/2017/09/20/health/ geas-gender-stereotypes-study/index.html.

• “How Gender-Specific Toys Can Negatively Impact a Child’s Development.” How

Gender-Specific Toys Can Negatively Impact a Child’s Development – Women in the World, https://womenintheworld.com/2015/08/12/how-gender-specific-toys-cannegatively-impact-a-childs-development/?mcubz=3.

• “I’m a Boy Mom Who Lets Her Kids Wear Dresses & It’s No Big Deal.” CafeMom, https://

thestir.cafemom.com/toddlers_preschoolers/209948/my-sons-wear-dresses?ct=slider_1.

• “I’m Raising a ‘Gender Neutral’ Kid & It Doesn’t Mean What People Think It Means.” CafeMom, https://thestir.cafemom.com/big_kid/208422/raising_gender_neutral_ child?ct=slider_2.

Klass, Perri. “Breaking Gender Stereotypes in the Toy Box.” The New York Times, The New York Times, 5 Feb. 2018, https://www.nytimes.com/2018/02/05/well/family/ gender-stereotypes-children-toys.html.

Knorr, Caroline, and Common Sense Media. “Gender Stereotypes Can Have Lasting Effects on Kids, Report Says.” CNN, Cable News Network, 29 June 2017, https://www. cnn.com/2017/06/29/health/gender-stereotypes-media-children-partner/index.html.

LaFrance, Adrienne. “Pink Is For Girls and Boys.” The Atlantic, Atlantic Media Company, 30 July 2016, https://www.theatlantic.com/business/archive/2016/05/pink-is-for-boystoo/481659/.

Lovefood. “Simple Vanilla Cupcakes.” Simple Vanilla Cupcakes Recipe - Food.com, Food. com, 19 July 2006, https://www.food.com/recipe/simple-vanilla-cupcakes-178370.

• “Why Pretend Play Is So Important 24 Practical Pretend Play Ideas.” Hands On As We Grow®, 12 Feb. 2019, https://handsonaswegrow.com/pretend-play-ideas/.

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• “Men Are Doctors and Women Are Nurses. Right? Of Course Not, but Is This What

Primary School Kids Really Think?” NHS Choices, NHS, https://www.healthcareers. nhs.uk/news/men-are-doctors-and-women-are-nurses-right-course-not-what-primaryschool-kids-really-think.

Miller, Claire Cain. “Many Ways to Be a Girl, but One Way to Be a Boy: The New Gender Rules.” The New York Times, The New York Times, 14 Sept. 2018, https:// www.nytimes.com/2018/09/14/upshot/gender-stereotypes-survey-girls-boys. html?nytapp=true&smid=nytcore-ios-share.

Moritz, Heather. “25 Summer Activities for Girls.” Moritz Fine Designs, 4 Sept. 2018, https://www.moritzfinedesigns.com/25-summer-activities-for-girls/.

Muffinchanel.com, and Muffinchanel.com. “Make Your Own: Bath Bombs *LUSH Inspired*.” MuffinChanel, 6 Mar. 2017, https://www.muffinchanel.com/2016/03/makeyour-own-bath-bombs-lush-inspired/.

• “No More Boys And Girls: Can Our Kids Go Gender Free?: Episode 1.” ABC Iview,

https://iview.abc.net.au/show/no-more-boys-and-girls-can-our-kids-go-gender-free/ series/0/video/ZW1384A001S00.

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Oksman, Olga. “Are Gendered Toys Harming Childhood Development?” The Guardian, Guardian News and Media, 28 May 2016, https://www.theguardian.com/ lifeandstyle/2016/may/28/toys-kids-girls-boys-childhood-development-gender-research.

Pemberton, Becky. “BOY, Five, Loves Dresses so Much He Wears One to School Every Day and His Proud Mum Couldn’t Be Happier.” The Sun, The Sun, 2 June 2017, https:// www.thesun.co.uk/living/3708739/boy-five-loves-dresses-so-much-he-wears-one-toschool-every-day-and-his-proud-mum-couldnt-be-happier/.

Rivers, Caryl, and Rosalind C. Barnett. The Truth about Girls and Boys: Challenging Toxic Stereotypes about Our Children. Columbia University Press, 2013.

Saewyc, Elizabeth. “A Global Perspective on Gender Roles and Identity.” Journal of Adolescent Health, vol. 61, no. 4, 2017, doi:10.1016/j.jadohealth.2017.07.010.

Schwaba, Jamie. “Top 10 Reasons Boys Should Dance Too.” Minnesota Conservatory for the Arts, https://mca.smumn.edu/2015/09/11/top-10-reasons-boys-should-dance-too/.

Solomon, Barbara, and Barbara Solomon. “Avoiding Gender Stereotypes.” Parents, https://www.parents.com/toddlers-preschoolers/development/behavioral/avoidinggender-stereotypes/.


RETHINK PLAYTIME •• MFA Thesis

Sweet, Elizabeth. “Toys Are More Divided by Gender Now Than They Were 50 Years Ago.” The Atlantic, Atlantic Media Company, 9 Dec. 2014, https://www.theatlantic.com/ business/archive/2014/12/toys-are-more-divided-by-gender-now-than-they-were-50years-ago/383556/.

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RETHINK PLAYTIME •• MFA Thesis

APPENDIX

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RETHINK PLAYTIME •• MFA Thesis

The Appendix presents the materials required for the thesis project throughout the thesis journey, as well as the timeline that helped guide the process along.

211


RETHINK PLAYTIME •• MFA Thesis

playtime

INSIGHTS & INFORMATION

STRATEGIES

MATERIALS & DESCRIPTION

TOPIC

OUT

Encouraging gender-neutral play among children

Help par gender-n

Parents and grandparents are the major influencers of gender-specific play.

There is encourag

Provide a resource that will help parents and grandparents learn the benefits of genderless play.

Educate gender-n

BRAND IDENTITY

BRAND

Organization that provides workshops and tools to be a resource for parents and grandparents.

Worksho engage i take-hom

• Website (resources links, stories, contact, e-newsletters)

• Swag

• Collateral (postcards, eblasts, etc.) • Uniforms for staff • Magazine

212

• Workbo


TCOMES

RETHINK PLAYTIME •• MFA Thesis

DELIVERABLES STRATEGY CHART

AUDIENCE

rents to encourage neutral play

Parents with children between the ages of 3-6 years old. Stakeholders include grandparents and family members.

a disconnect between believing and ging gender-neutral play.

Children’s toy preferences are strongly influenced by adults dictating which toys are “appropriate.”

parents on ways to actively encourage neutral play.

Create a line of gender-neutral toys that will cater to both genders and appeal to parents’ choices of unbiased purchases.

DED WORKSHOPS

TOY LINE

ops that allow both parents and children to in gender-neutral activities together. Include me activities for additional family fun.

A new line of toys that will cater to neutrality for children to play with.

ooks

• Neutral packaging design • Tea Set • Cook Set • Baby Doll • Hair Set 213


RETHINK PLAYTIME •• MFA Thesis

playtime BRAND

WEBSITE

3 POINTS

2 POINTS

The primary resource to provide information, external resources, events, etc.

The website will act as a supporting resource for the non-profit organization.

BRANDING IDENTITY

WEBSITE (1 PT) Home (30 second video – 1 pt) About Events Resources Toys Donate

STAFF UNIFORMS Overall / T-Shirt Name Badges COLLATERAL Postcards (3) Greeting Card with Insert (1) E-Blast (1) PRINT & DIGITAL MAGAZINE 24 pages (including cover)

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RETHINK PLAYTIME •• MFA Thesis

MATERIALS MATRIX

TOYS & PACKAGING

BRANDED WORKSHOPS

3 POINTS

3 POINTS

Gender-neutral design toy line. 1 package design, 4 SKUs.

Educational workshops will serve as a learning & play session for families.

PACKAGE DESIGN (1 pt)

WORKBOOKS (2 pts) 8 pages (including cover) 1 Instructor workbook 1 Participant workbook

TEA SET (.5 pt) COOK SET (.5 pt) BABY DOLL SET (.5 pt) HAIR SET (.5 pt)

SWAG (1 pt) Backpack Lanyard Crayons Notepad Tumbler

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RETHINK PLAYTIME •• MFA Thesis

playtime DELIVERABLES

830 THESIS 2: E

810 THESIS 1: CONCEPTS

SPRING ‘18

Visual System/Brand

SUMMER ‘18 BREAK

Present, sketch and refine visual system and identity

FALL ‘18

Finalize visual sys

Gather content

Digital roughs a Rough website c

Website

Sketch, create a toys and packag

Toy Products & Package Design Research/gather content and sources; Plan flatplan

Workshop Workbooks

Magazine (Print & Digital) Collateral

Staff Uniforms Postcards Collateral Swag

Research/gather content and sources; Plan flatplan

Sketch, rough an Complete and p

Final Video

Thesis HQ & Process Book 216

Gather content update website and timeline for


RETHINK PLAYTIME •• MFA Thesis

TIMELINE

EXPLORATIONS

SPRING ‘19 ELECTIVES SUMMER ‘19 BREAK

850 THESIS 3: REFINEMENTS

FALL ‘19

stem brand identity

and refinements of website complete Finalize and push LIVE User-testing of website prototype by MOD 12

and refine designs, digital roughs and mock-ups of ge design. Complete and produce package design.

Work on digital roughs to present at beginning of Fall ‘19

Final refinements and design to mock-up; User-testing of workbook prototype Complete and send to printer for production by end of MOD 12

Work on digital roughs to present at beginning of Fall ‘19

Mock-up and finalize design Send magazine to printer by MOD 12 Upload digital version by MOD 13

nd finalize designs produce all products

throughout past semesters; sketch flatplan; according to refinements; research printer r production of book

Draft script Pull photos

Sketch, rough comp and finalize video Final rendering by end of Module 14

Finalize Thesis HQ. Send process book to printer for production by end of MOD 12

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Rethink Playtime Thesis Process Book  

MFA Graphic Design Thesis Process Book

Rethink Playtime Thesis Process Book  

MFA Graphic Design Thesis Process Book