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MFA Thesis SP2016 Yueyi Chen


Instructors are Phillip Hamlett, Sandra Isla Dave Gottwald, Anthony Jagoda

MFA Graphic Design Thesis Designed and Written by Yueyi Chen Printed and Bound by Yueyi Chen Adobe Creative Suite CC

Academy of Art University 79 New Montgomery Street San Francisco, California

More South China tiger at meetsouthchinatiger.com More Yueyi Chen at chenyueyi.com


GOLDEN TOAD ( Extinct in 1989 )

The golden toad was a small true toad that was once abundant in a small, high-altitude region about 4 square kilometres (1.5 sq mi) in an area north of the city of Monteverde, Costa Rica. The last sighting of a single male golden toad was on 15 May 1989, and it has since been classified as extinct by the International Union for Conservation of Nature (IUCN).


PYRENEAN IBEX ( Extinct in 2000 )

The Pyrenean ibex (Spanish common name bucardo), was one of the four subspecies of the Spanish ibex or Iberian wild goat, a species endemic to the Iberian Peninsula. In January 2000, the Pyrenean ibex became extinct. Althought the scientists tried to bring it and other species back from extinction, the cloning specimens failed to survive.


WESTERN BLACK RHINOCEROS ( Extinct in 2011 )

The western black rhinoceros or West African black rhinoceros is a subspecies of the black rhinoceros, declared extinct by the IUCN in 2011. The western black rhinoceros was believed to have been genetically different from other rhino subspecies. It was once widespread in the savanna of sub-Saharan Africa, but its numbers declined due to poaching. The western black rhinoceros resided primarily in Cameroon, but surveys since 2006 have failed to locate any individuals.


LOTS OF BEAUTIFUL AND INCREDIBLE CREATURES DISAPPEARED ON THIS PLANET. WE CAN NOT LET IT CONTINUE TO HAPPEN UNTIL WE HAVE NOTHING LEFT.


TABLE OF CONTENTS TELL THE STORY

004 — 031

The motivation The tiger facts The tragic story Timeline

DO THE RESEARCH

034 — 061

What is the main problem The event The survey Insights Conclusion and strategies Competitors

SOLVE THE PROBLEM

064 — 081

Deliverables Exhibition exploration User testing

DESIGN THE VISUAL

084 — 099

The moodboard The sketches The logo The colors The typography Photographic style

HEAR ME ROAR The poster The exhibition The website

102 — 145


TELL THE STORY THE MOTIVATION THE TIGER FACTS THE TRAGIC STORY TIMELINE


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SOUTH CHINA TIGER IS CONSIDERED A RELICT POPULATION OF THE “STEM” TIGER, LIVING CLOSE TO THE POSSIBLE AREA OF ORIGIN. MORPHOLOGICALLY, IT IS THE MOST DISTINCTIVE OF ALL TIGER SUBSPECIES.


THE MOTIVATION

In the case of China, the tiger was the symbol of strength and power in ancient times. There are lots of idioms, fables and arts including or relating to tigers. The tiger has its place in Chinese culture, so to speak. Among all of the tiger subspecies, South China tiger is the one that influenced Chinese culture and became a part of it.

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The tiger originally had 9 subspecies. However, 3 of them were already extinct. Because of the conflicts between people and tigers, Javan tiger, Bali tiger, and Caspian tiger were all disappeared because of human actions.

Bali tiger

Javan tiger

Caspian tiger

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South China tiger

Sumatran tiger

Siberian tiger

Indo- Chinese tiger

Malayan tiger

Bengal tiger

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SOUTH CHINA TIGER

( Critically endangered )

South China tiger had been classified as critically endangered by IUCN since 1996 as it was extinct in the wild, making it the most threatened tiger subspecies. They need supports and help urgently, because they are in the worst situation, even worse than the giant panda.


Xinjiang

Xizang

THE TIGER FACTS

South China tiger (also known as Amoy tiger) is native to the southern part of China. They originated in China two million years ago, so the experts considered them as the oldest tiger subspecies. Unlike the other subspecies, South China tiger only exist in China, which makes this tiger very special. South China tiger is the typical mountain forest-dwelling animal. They lives in the tropical rain forest, evergreen broad-leaved forest in southern China, and haunt the ridge, elfin forest thickets, deciduous broad-leaved forest and needle hardwood mixed forest. Their preys usually are the herbivores like Wild boar, Deer, Roe deer, and Antelope. The male tiger sometimes would hunt carnivorous like Black bear.

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Wild boar

Deer

Antelope

Black bear

Hear Me Roar . Tell the Story

Roe deer


Ningxia Shanxi

Shandong

Qinghai

Gansu Henan

Shanxi

Jiangsu

Anhui

Hubei Sichuan

Zhejiang

Jiangxi

Hunan

Fujian

Guizhou

Taiwan

Yunnan Guangxi

Guangdong

Hainan

The map shows the range of the population at different times. The original habitat range of South China tiger before the 1950s. The habitat range of South China tiger today.

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SOUTH CHINA TIGER’S COAT IS LIGHTER,

BRIGHTER AND MORE ORANGISH AND THE

PAWS, FACE, AND STOMACH APPEAR MORE WHITE; THE STRIPES ARE NARROWER.


All of the tiger subspecies are pretty much alike to each other, so most of the people don’t know the differences between them and don’t really care about it. But actually, there are some features on their appearance that can help us to differentiate which is the South China tiger. In 1905, the German zoologist Max Hilzheimer first described the South China tiger as similar in height to the Bengal tiger but differing in skull and coat characteristics.

4 5

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3


The scale of the body is distinct between different tiger

The average range in total length of males from 230 –

subspecies. It is because of the different areas they live

260 cm (91–102 in) and weigh between 130 to 180 kg

in and other environmental reasons. The average scales

(290 to 400 lb), while females range from 220 –240 cm

are ranking as follow, and South China tiger is the sec-

(87–94 in) and 100 to 110 kg (220 to 240 lb).

ond smallest tiger.

SIBERIAN TIGER > BENGAL TIGER > INDOCHINESE TIGER >

MALAYAN TIGER > SOUTH CHINA TIGER > SUMANTRAN TIGER

South China Tiger special features:

2

1. The head is rounded. 2. The ears are rounded and short. 3. The stripes have wider gaps.

1

4. Their stripes are rhombus-like. 5. They have the longer tails.

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SOUTH CHINA TIGER HAS BEEN CLASSIFIED AS CRITICALLY ENDANGERED BY IUCN SINCE 1996 AS IT IS EXTINCT IN THE WILD, MAKING IT THE MOST THREATENED TIGER SUBSPECIES.

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THE TRAGIC STORY

BEFORE THE 1950s, SOUTH CHINA TIGER HAS A GREAT POPULATION OF OVER 4000; THIS NUMBER IS LARGER THAN THE AMOUNT OF OTHER TIGER SUBSPECIES. On 1 October 1949, Communist Party Chairman Mao

natural resources were taken and occupied by human.

Zedong proclaimed the establishment of the People’s

Therefore, South China tiger has less and less space for

Republic of China, which means China ended wars and

living. Their habitat was destroyed and taken, so that they

stepped in the peace age. Based on the population rate

had nowhere to live; their preys were hunted, so that they

report, the Chinese population rapidly grew during

had no food to eat. As a result, the tigers started to show

1949 to 1957. With the rapid growth of population and

up in human’s village and attack the livestocks and people.

thriving development of the society, more and more

24% 20% 16%

11%

1949

The natural population growth rate The mortality

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1957


The forest turned into farmland.

Lots of preys were hunted by human.

People digged the mountain for materials.

Lumbering abuse.

Because of the conflict between human and tiger, the Chinese government decided to eliminate this threat and protect the citizens. Started from the early 1950s, South China tiger was classified as one of the four major “pest�, and people were encouraged to kill them as many as possible.

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THAT WAS THE DARK AGE OF THE SOUTH CHINA

TIGER. THE SLAUGHTERING TURNED THE POPULATION OF THE SOUTH CHINA TIGER FROM THE MOST ONE TO THE LEAST ONE.

In that period of time, the people who killed tigers were honored as heroes. Besides that, the tiger skin and bone brought them great benefits. Therefore, more and more people were motivated to hunt the tigers uncontrollably. It was ridiculous that the Siberian tiger was classified as a protected animal like the giant panda while the South China tiger was still living in the dark age as a “pest” and killed like nothing. When the government realized that the South China tiger need protection and forbidden people to hunt them, it was late, because the South China tiger was almost extinct in the wild.

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The rapid decline population of South China tiger South China tiger The other tiger subspecies

4000

BEFORE 1950S

200

AFTER 1980


THE TIMELINE


SOUTH CHINA TIGER WOULD BE THE NEXT EXTINCT SUBSPECIES WITHIN 25 YEARS IF WE DON’T TAKE THIS PROBLEM SERIOUSLY.

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DO THE RESEARCH WHAT IS THE MAIN PROBLEM THE EVENT THE SURVEY INSIGHTS CONCLUSION AND STRATEGIES COMPETITORS


WHAT IS THE MAIN PROBLEM

Although the South China tigers are classified as the first class national protected animals and protected in the conservation area, they are still facing the problem of going to be extinct very soon. The question is “how can I help?” So, I did my researches and tried to find out some main threats to the South China tigers.

1. HABITAT WAS DESTROYED

2. POACHING

With the rapid growth of human population, more

Although the government is forbidding to poach, there

and more trees were cut down; more and more land

are some people still doing it for their own good. We can

was occupied and turned into farmland and villages;

still hear the news of poaching different kinds of animals,

more and more animals were hunted. Therefore, the

and even poaching the tigers now and then. Even though

South China tiger has nowhere to live and no food to

that was not the South China tiger, because they cannot

eat. And many villages are located on the tigers’ orig-

be found in the wild since 1990, if we release the South

inal territory, so that the tigers are hard to migrate.

China tiger from the conservation area, they will definitely

Therefore, even though we could put the South China

be hunted. Therefore, poaching is a big threat to the tigers

tiger back to the wild, they still cannot survive in the

when they are not under protected.

limited and isolated space.

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3. INBREEDING

4. LACK OF CARE

Because of the steady low population of the South China

The giant panda is world-wide known. They got all of

tiger, this subspecies is hard to survive. If a species wants

the love and care, because they are endangered, and

to survive in the world, they need to reproduce; and if a

they are cute. However, the South China tiger is much

species want to reproduce, they need a certain amount of

more endangered than the giant panda, and they need

population to keep their gene healthy. But now, the South

help urgently, not many people know them or care

China tiger’s population is lower than the regular popula-

about them.

tion for reproduction. The 120 tigers that all we got, most of them actually are unhealthy, and it is because of the inbreeding problem.

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TALK TO MORE PEOPLE IS A VERY IMPORTANT AND INSPIRATIONAL PROCESS OF FINDING ANSWERS AND INFORMATION.

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THE EVENT

It is very important to know what people think of the South China tiger and to understand what they want to know and what they want to see. So I hosted an event and invited some people, in order to communicate with them and try to find some inspirations.

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Questions in this event: 1.

Do you like tigers? What do you know about them?

2.

Do you know the South China tiger?

3.

What do you think after you read my intro-story?

4.

Do you want to know more about this tiger?

5.

What do you want to know?

6.

Do you think the subspecies matters?

7.

What do you know about extinction?

8.

Do you concern about the South China tigers?

9.

Would you help the South China tigers?

10. How can we help them?

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Inspired quotes from the guests:

IT SEEMS THAT THE EXTINCTION

I DIDN’T HEAR OF THE SOUTH

NO AFFECT ON US, BUT I THINK IT

WOULD LIKE TO KNOW MORE

OF THE SOUTH CHINA TIGER HAS WILL IN THE FUTURE.

CHINA TIGER BEFORE, BUT I ABOUT IT.

— Kail

— Minnie

I THINK THE STORY OF THIS TI-

I WOULD LIKE TO HELP THIS TIGER

YOU SHOULD TELL THIS STORY TO

THINK THE OTHER PEOPLE WOULD

GER IS VERY INTERESTING AND MORE PEOPLE. — Lisa

AFTER I LEARNED THEIR STORY. I DO THE SAME IF THEY KNOW

WHAT HAPPENED TO THE TIGERS. — Yu

ALL OF THE SPECIES SHOULD BE

PROTECTED, BECAUSE BALANCE IS IMPORTANT. — Toby

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THE SURVEY

In order to know more about how much does my target audience know about the South China tiger, and how would they think of this project, I made a little survey.

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Questions from the online survey Yes No

HAVE YOU EVER HEARD OF THE SOUTH CHINA TIGER BEFORE?

15%

85%

WOULD YOU LIKE TO MEET THE SOUTH CHINA TIGER?

9%

91%


WHICH TIGER SUBSPECIES DID YOU FAMILIAR WITH?

South China tiger Indo-chinese tiger Malayan tiger Bengal tiger Sumantran tiger Siberian tiger

DO YOU WANT TO KNOW MORE ABOUT THE SOUTH CHINA TIGER?

Yes, I want to know more it. I could know more about it. No, I don’t really care about it.

WOULD YOU DONATE TO THE SOUTH CHINA TIGER?

Yes, I will donate for them. I could donate for them. No, I don’t want to donate to them.

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PERSONAS

JING (26)

JOSH (32)

Software Engineer

UI/UX Designer

Tiger is being my favorite

The nature is amazing all

animal since I was a kid.

the time, and every life is

They are strong and beau-

unique and beautiful. I will

tiful, and always inspiring

do anything I can to protect

me to be strong and brave.

the mother nature and the

They are a strong spirit and

beautiful creatures, because

symbol in my Chinese cul-

they are so inspiring and

ture. Therefore, I will do my

they deserve to be good.

best to help them.


BRIAN (37)

SOPHIA (35)

Business Owner

Product Manager

I believe that everything in the

My daughter and I are big

nature should be in balance.

fans of the animals, and we

The extinction of South China

saw lots of them in the zoo.

tiger is off the balance, and

But I did not hear about

this should not happen. I will

South China tiger before. I

support the tigers, and I hope

would love to see them and

the nature could be balance

help them with my daughter.

and peace.


GAIL (28)

GRACE (42)

Yoga Instructor

Doctor

Balance, is a word that I

Every life should be equal,

keep saying everyday in

every life should be respected.

my class and my life. It is

These tigers were born for

important to keep your body

some reasons. As a human, I

in balance, as well as to keep

think everyone should care

the natural environment in

about life, not just human’s

balance.

but also the other animal’s.


BILL (40)

LEE (21)

Construction Worker

Gamer

This world never stops to de-

I like to play games. To be

velop, and lots of things were

a professional gamer is my

falling behind. I think that

goal. So, I don’t really have

just is how nature works. I

time to care about too many

constructed many things, and

things other than games.

I also deconstructed many

Extinction is just a process

things, so things come and go

of life evolution, so I don’t

in times.

think there is nothing we can do to stop it


INSIGHTS

Talking to the other people and collecting all kinds of answers from the questionnaries are very inspiring. These insights helped me to arrange all the information and answers, so that I can find the real entry point of saving the South China tiger.

INSIGHT 01 South China tiger has a very long history, and they had been involved in the Chinese culture and arts since thousands of years ago.

INSIGHT 02 South China tiger is native to China, and they are only found in China. They are as special and important as the Giant panda.

INSIGHT 03 Even in China, there are a few people really know what happened to the South China tiger, and most of the people just know their name.

INSIGHT 04 Tiger bones, organs and skins are popular in China, because those are valued medicine materials.

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INSIGHT 05

INSIGHT 09

Because of the rapid growth of pop-

These tigers used to live in the wide

ulation, large tracts of forest were

mountain forest, and they still need

destroyed and became farmland.

that today. Habitat is a very important condition for them to live healthily.

INSIGHT 06

INSIGHT 10

There is no South China tiger in any

Some people think that extinction is an

American zoos. You can only see the

unstoppable process, and it’s part of

real and alive South China tiger in

the nature evolution.

China.

INSIGHT 07

INSIGHT 11

Some experts bring up an idea of cross-

One of the reasons that make the

breeding the South China tigers with

Giant panda endangered is the habitat

the Indochinese tigers.

isolation. This could be one of the reasons for the tragic tigers.

INSIGHT 08

INSIGHT 12

Most of the Americans don’t know

Greedy people got great benefits from

about the South China tiger, not even

poaching, and it’s extremely hard to

heard about them.

stop them.

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CONCLUSION AND STRATEGIES

After a summary of the questionnaries and the insights,

INSIGHT

I found out that the premise of asking people for help and donation is they know about the South China tiger, because they need to know who they are helping and donating for. Therefore, introducing the South China tiger to the general public is the first step of saving the South China tiger. I selected 3 insights from those

Most of the people don’t know about South China tiger, not even heard about them.

inspiring insights which are most related to this conclusion and developed some possible strategies. There is no South China tiger in any American zoos. You can only see the real and alive South China tiger in China.

Although the South China tiger is as precious as the Giant panda, they did not receive the same attention and funds.

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STRATEGY

DELIVERABLES

Raising the reputation of the South

1. Exhibition

China tiger and educating people about

2. Book

the tiger.

3. Souvenir

Encouraging people to travel to China

1. Travel kit

and see the alive South China tiger.

2. Tour brochure 3. Postcard set

Raising the awareness of saving the

1. Website

South China tiger and collecting dona-

2. Posters

tions for the habitat recovering.

3. Social media

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COMPETITORS

Most of the conservation websites are general and contain all tiger subspecies, which means them are not focused enough. The only one that is focusing on the South China tiger called “ Save China’s tiger”, it’s an international organization, and they are doing a good job of breeding and rewilding the South China tiger.

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SAVE CHINA’S TIGER Save China’s Tigers is a group of charities, working with partners such as the National Wildlife Research

TO RESTORE AND PROTECT BIODIVERSITY FOR THE REINTRODUCTION OF A GENETICALLY VIABLE POPU-

and Development Center of the Chinese State Forest-

LATION OF FREE-RANGING SOUTH CHINA TIGERS IN

ry Administration, the Chinese Tiger South African

SUITABLE PROTECTED RESERVES IN THEIR FORMER

Trust, Laohu Valley Reserve and Conservation Finance

RANGE IN CHINA.

International to conserve the South China tiger and its habitat.

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WORLD WILDLIFE FUND The world’s leading conservation organization, WWF works in 100 countries and is supported by 1.2 million members in the United States and close to 5 million globally. WWF’s unique way of working combines global reach with a foundation in science, involves action at every level from local to global, and ensures the delivery of innovative solutions that meet the needs of both people and nature.

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FOR 50 YEARS, WWF HAS BEEN PROTECTING THE FUTURE OF NATURE.


GLOBAL TIGER INITIATIVE The Global Tiger Initiative (GTI) is a global alliance of governments, international organizations, civil society,

WE ASPIRE TO A WORLD WHERE, BY 2022, WILD TIGERS ACROSS ASIA WILL NO LONGER FACE THE

the conservation and scientific community, and the

RISK OF EXTINCTION—AND WILL LIVE IN HEALTHY

private sector committed to working together toward a

POPULATIONS WITHIN HIGH CONSERVATION

common agenda to save wild tigers from extinction.

VALUE LANDSCAPES THAT ARE MANAGED SUSTAINABLY FOR PRESENT AND FUTURE GENERATIONS.

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FIND THE PATH DELIVERABLES EXHIBITION EXPLORATION USER TESTING


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WE ARE WORKING ON INTRODUCING THE SOUTH CHINA TIGER TO THE GENERAL PUBLIC, BECAUSE THIS IS THE FIRST STEP OF CONVINCING PEOPLE TO HELP THEM.

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DELIVERABLES

After my researches, I found out that if I want to inspire

TOURING EXHIBITION

and convince people to save the South China tiger and

This exhibition is a movable exhibition

help them to recover the habitat, the first step must be

that can travel from one city to another.

introducing the tiger to everyone. Because they need

It has the story about the South China

to know what they are helping for. Here are the three

tiger and some educational knowledge,

major deliverables for my project.

because to introduce the South China tiger to more and more people and to raise funds for them is the mission of this exhibition. ADVERTISEMENTS The advertisements are promoting the exhibition, in order to let more people know about this exhibition and provide the information for them to come.

NETWORKS The networks are not only promoting the exhibition, but also providing information about the South China tiger and raising funds online.

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01

02

03 04

05

12


EXHIBITION EXPLORATION

This is a touring exhibition, which means it will travel from one place to another. Therefore, this should be a movable and flexible exhibition. This exhibition is consist of some display boards, which could either stand on the ground or hang on the wall, so that this exhibition is able to place either outdoor or indoor. Here are the model and the actual size of the display board.

8’

8’

2.5’ 10’

2.5’ 10’

STANDING VERSION

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HANGING VERSION


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OUTDOOR EXHIBITION For the example of the outdoor exhibition, I chose the front space of the California Academy of Sciences. Because many of the subjects that the California Academy of Sciences hosted were about animals. This outdoor exhibition also can display in zoo area or other places.

Display boards Benches

Fountain pool

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INDOOR EXHIBITION For this indoor version, I didn’t use any real room as my model, I drew one on my own. Because of the flexibility of my exhibition, it doesn’t have any fixed setting, it should be fitted in any space. And I also made this model out for the user testing.

Display boards Experience boards Experience area of cage Donation desk Souvenir store

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THE BEST THING ABOUT THE USER TESTING IS THAT YOU CAN SEE AND LEARN NEW THINGS AND THOUGHTS FROM OTHERS.

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USER TESTING

In this user testing, I tested my exhibition model and some campaigns. I invited 7 people to experience my exhibition. Here is my user testing report.

Questions for the test: 1. Do you think this tour exhibition concept work? 2. How do you feel when you looking at the exhibition? 3. Do you think I’ve provided enough information in the exhibition? 4. Is there anything you are confusing when you experiencing the exhibition? 5. How do you think of the campaign? Is it catchy enough? 6. If you are the visitor, what do you expect to see in an exhibition? 7. What kind of information will attracts you if you don’t know this tiger? 8. Which kind of exhibition will you prefer? Indoor or outdoor? 9. Do you have any thoughts wanna share?

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Quotes from participants: I WOULD LIKE TO KNOW WHAT HAPPENED

I THINK YOU DON’T HAVE TO MAKE THE

TO THIS TIGER AT FIRST WHEN I WALKING

OUTDOOR VERSION JUST LIKE THE INDOOR

IN THE EXHIBITION, BECAUSE THAT IS THE

ONE EXACTLY, BECAUSE THE CONDITIONS

MOST IMPORTANT THING YOU WANT TO LET

ARE DIFFERENT.

PEOPLE KNOW, RIGHT? I LIKE THE EXPERIENCE AREA IN THE INDOOR VERSION, BECAUSE YOU CAN FEEL THE INTERACTION OF THIS EXHIBITION AND REALLY FEEL LIKE BEING WITH THIS TIGER. IF I AM THE VISITOR, I WILL EXPECT ATTRACTIVE STORIES. THE EXPERIENCE PARTS ARE VERY NICE, BECAUSE THEY CAN LET THE VISITORS MORE INVOLVED, AND MOTIVATE THEM TO DONATE

THE WATER COLOR COMBINES THE TIGER ACTUALLY KINDA BALANCE THE FIERCE OF THE TIGER, AND GIVES THE TIGER SOME PERSONALITY AND SOME HINTS OF WHERE IT COMES FROM. I PREFER THE OUTDOOR VERSION, BECAUSE I REALLY CURIOUS HOW WOULD IT LOOKS LIKE IN THE REAL WORLD, AND ALSO I THINK OUTDOOR IS MORE FITTED TO YOUR TIGER TOPIC, CAUSE THEY NEED TO BE FREE.

FOR THE TIGER.

Summary of the test: All of my participants are interested in the South China tiger, and they all want to go to the exhibition. 4 of them like the indoor version, and the other 3 prefer the outdoor one. The indoor exhibition is more interactive and they can have a different experience in this version. The outdoor one sometimes really depends on the environment, but that also is an advantage, because it will always be new like the first time, and it also could be more flexible on the settings. They had a little concern that how does these two version working as one. Overall, they feel good about my exhibition.

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DESIGN THE VISUAL THE MOODBOARD THE SKETCHES THE LOGO THE COLORS THE TYPOGRAPHY PHOTOGRAPHIC STYLE


THE MOODBOARD

The style that I’m looking for is clean, bold and using simple shapes. I don’t want to put too many complicated elements to cover the beauty of the tiger itself. The image of tigers and the nature is good enough, so I just need some simple shape and bold types to deliver my messages and contents.

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THE SKETCHES

THE LOGO MARK The logo mark is inspired by the tiger. I tried different ways to capture the form of the tiger, but I eventually chose the simple and clear one. The profile of a roaring tiger is more legible and easy to recognize. The circle shape makes it more easy to apply, and it also shows the goodwill of let the tigers live long in the circle of life.

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THE LOGOTYPE The logotype is made base on the Warnock Pro, because this typeface has some features of sharpness that related to tiger claws. And I made some adjustments on this typeface, in order to enhance the sharpness and make the shape more simple and modern.

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THE LOGO

Here are the final logo and the logo grid.

X

3X 3X

THE MINIMUM SIZE The minimum size of the final logo is 1.5 inches. If the logo smaller than the minimum size, it could be illegible for people to recognize.

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1.5�


LOGO IN COLORS

LOGO WITH COLOR BACKGROUND

INCORRECT USE

Don’t squeeze the logo.

Don’t place the logo mark after the logotype.

Don’t reverse the logo mark.

Don’t use more than 1 color on the logo.

Don’t rotate the logotype.

Don’t fill the logo mark with another color.

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THE COLORS

The color palette is inspired by the South China tiger

MAJOR COLORS

and the nature. The major colors are used in most of the design. They represent the South China tiger and the forest. The secondary colors are used in wherever or whenever the design needs some color supplement.

CMYK 0 50 100 0 RGB 247 148 30

CMYK 0 50 100 0 RGB 8 49 46

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SECONDARY COLORS

CMYK 40 0 0 0 RGB 142 216 248

CMYK 0 0 40 0 RGB 255 249 174

CMYK 0 40 15 0 RGB 247 172 180

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TYPOGRAPHIC

AVENIR NEXT

Bold 24pt

A B C D E F G H I J K V L M N O P Q R S T U V W X Y Z Bold 18pt

A B C D E F G H I J K V L M N O P Q R S T U V W X Y Z Bold 14pt

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PHOTOGRAPHIC STYLE

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HEAR ME ROAR THE POSTER THE EXHIBITION THE WEBSITE


THE POSTER

The poster is the advertising for the exhibition. It will appear on the street or subway billboards. People can find the website on the poster, so that they can learn more about the South China tiger and the exhibition.

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THE EXHIBITION

The exhibition is introducing the South China tiger to the public and telling their story to the world. This is a very flexible exhibition. It can display indoor and outdoor, and it also very easy to transport.

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. COM

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6’


8’

SOUTH CHINA TIGER WAS CLASSIFIED AS CRITICALLY ENDANGERED SINCE 1996.

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STEPS TOWARDS EXTINCTION FROM KILLED FOR LIVE

WHEN THEY ARE GONE, WHEN EVERY LAST LIFE IS STOLEN, HOW WILL YOU REMEMBER THEM? EXTINCTION IS FOREVER.

TO KILLED FOR SPORT

In the early 1950s, the South China tiger was reported to number more than 4,000 individuals in the wild when it became the target of large-scale government ‘anti-pest’ campaigns promulgated by the Chinese Government. It’s because of the rapid growth of human population, tigers and humans got connicts on territory. Therefore, the Goverment called on all of the people to kill tigers , the people who killed tigers was called “hero”. This is why all of the people were so encouraged to kill tigers.

The tiger hunting team of the armed police of Yiyang County.

— MANGALA DILIP People were so proud of

The tools that used to

being a tiger hunter.

hunt tigers.

FROM LIVE ANYWHERE TO LIVE NOWHERE

LOOK AT THE

The forest was turned into farmland,

TIGERS MIGHTY AND STRONG,

South China tigers inhabit extremely frag-

However, the habitat destruction is a big

mented ranges of land, typically montane

threat to South China TIger. The rapid

evergreen forests, thick, damp tropical

growth of Chinese populatiion cause the

forests and rocky mountains. Throughout

problem of the connict between humans

history, these tigers also frequently took

and tigers. The humans needed more living

up residence in caves of coastal regions.

space and food, so they took occupied

South China tigers need habitats with

some of the forests and hunted the herbi-

ample vegetation and abundant prey. pre It is

vores. They used the nature excessively, and vores

also very important for them to always be

destroyed the habitat of the tigers.

near reliable sources of water. Logging is one of the reasons that forest destroyed.

KILLING THEM FOR

THEIR SKIN IS VERY

The lack of preys is also a big threat to the tigers.

WRONG.

— MANGALA DILIP

ABOUT THE TIGER THIS WAS THEIR HOME, AND THEY WERE THE KING OF THE FOREST.

HOW TO RECOGNIZE THE SOUTH CHINA TIGER It is the second-smallest subspecies. The South China tiger is considered to be the most ancient of the tiger subspecies. Compare to the other subspecies, they have these features: The head is rounded.

The ears are rounded and short.

The skull of a South China tiger is relatively larger as compared to its slim body and tender waist. The ratio of the skull to the body is more than in any of the other tiger species.

The stripes have wider gaps.

Their stripes are rhombus-like. They have the longer tails.


200 (AFTER 1950s)

Before 1950s, the population of South China Tiger is more than 4,000. This number is larger than any other tiger subspecies, and it is almost as the same number as the total population of other subspecies. But after 1980s, the population of South China Tiger declined to less than 200, and this number is smaller than any other subspecies. The tiger bone medicines

The tiger was capture by a trap.

4000 SOUTH CHINA TIGER

FROM KILLED FOR ORDER TO KILLED FOR MONEY

2500 BENGAL TIGERS

(BEFORE 1950s)

500 MALAYAN TIGERS

In 1973, South China tigers were classiied

beneets from tigers, so they did not stop

bone, which means, the poachers still can

as protected by controlled hunting of the

hunting tigers. Poaching became a big

earn proot by hunting tigers.

Government. In 1977, they were classiied

issue of tiger protecting.

as protected, and hunting them was pro-

Even today, the tiger product is not com-

hibited. However, in the times of hunting

pletely prohibit. The Chinese law banned

tigers, people earned proot and

the tiger skin trade, but not the tiger

Two dead baby tigers were found in a freezer in the poacher’s house.

500 SUMANTRAN TIGERS

400 SIBERIAN TIGERS 400 INDOCHINESE TIGERS

THE TIME PATH 1990-1992 The National Forestry Sector was sreaching the wild South China Tiger with the Internation-

1976 After the offcial tiger

al Wildlife Organization, but

2015

found nothing.

We are still working on

hunting, the number of

save the South China

the tigers drop down to

Tigers, and recover their

less than 200.

BEFORE 1950s

habitat.

The South China tiger

1980s

population was estimated

The population of

at more than 4,000

South China Tiger was conservative estimated

1996

as about 60-80.

1977

The South China Tiger

The Chinese Govern-

1983

ment offcially banned

The last wild South

tiger hunting.

China Tiger was

“Reintroducing in the

found in Hubei.

Wild” Project was built

was classiied as probably extincted in the wild.

2000

by Save China’s Tiger.

XINJIANG NINGXIA SHANXI

SHANDONG

QINGHAI GANSU JIANGSU

HENAN

SHANXI

XIZANG

ANHUI

HUBEI SICHUAN

ZHEJIANG

TIGER’S HABITAT JIANGXI

South China tiger was native to the provinces of Fujian,

HUNAN

Guangdong, Hunan, Jiangxi in southern China. Their preys

FUJIAN

GUIZHOU

including: 1. wild boar 2. antelope 3. deer 4. roe deer The habitat before 1950s. The habitat after 1980s.

TAIWAN

YUNNAN GUANGXI

1

2

3

4 Hainan

GUANGDONG


CHINESE TIGER CULTURES TIGER TIGER BURNING BRIGHT, WILL NOT LET YOU FADE OUT OF SIGHT, THAT IS MY PROMISE AND FOR YOU WE WILL FIGHT.

CURRENT SITUATION

PROBLEMS OF CAPATIVITY Although we are trying to provide a good place for tigers to live in, we still have some problems that could not avoid. For instance, inbreeding problem, space limited in zoo and conservation fee, etc.

Tigers are solitaries, and they need a wide environment to live and act induvidually. However, they are dividing into groups and caging in a small cages.

Hear Me Roar . Hear Me Roar

inspired by the South China Tiger. She shows the power and bravery of the tiger.

Did you know that there is a kungfu style called “Tiger Fist”? This kungfu style is mimicked the tiger hunting and ghting, which shows the power and erce of tiger. The long routine Taming the Tiger trains the student in the basic techniques of Hung Ga while building endurance.

—--- MANGALA DILIP

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The Tigeress in the Kungfu Panda is also

TIGER FIST


TRADITIONAL BELIEF Hats and shoes for children in China are embellished with embroidered symbols to promote the health and longevity of their offspring. Originally hats for children were designed primarily for physical protection. Auspicious symbols were used to decorate the hats and shoes for children in an attempt to ward off high mortality rates. rates This pairing of

Hufu (虎符), the symbol of power and authority in the Chinese

physical and spiritual protection provides us

History. This is the thing that control the army.

with visual delight that articulates aspects of

BUT NOW THEY ARE THE MOST ENDANGERED

Chinese cosmology.

Throughout Chinese history, the tiger has incited a sense of both awe and admiration: its prowess, its ferocity, its beauty, and the harmony of the opposites. The tiger is full of life and embodies the spirit and drive to achieve and

TIGER SUBSPECIES

make progress.

OUR EFFORTS SOUTH CHINA TIGER CONSERVATION ORGANIZATIONS

“REINTRODUCING IN THE WILD” “Reintroducing in the wild” Project was built by Save China’s Tiger in 2000. The goal of this project

SAVE CHINA’S TIGERS Save China's Tigers is a small but dynamic conservation organization. The South China Tiger

When the charity was established, few if any South China tigers still

Conservation and reproduction Center

existed in the wild and there were around 50 living in captivity. It was

Today, there are 6 South China Tiger Conservation

established in UK, October 2000.

and reproduction Centers in China, and they are In the South China Tiger

working very hard on protecting the tigers and rais-

Conservation and repro-

far for rewilding those tigers and increasing the population.

5 TIGERS

20

TIGERS

Tiger Village, 2004

Tiger Village, 2015

duction Center.

ing the population. All though there are still a lot of problems remain, we never give up.

is reintroducing the South China Tiger back into the wild and helping them rewilding. 5 tigers were brought from Chinese zoo to the Tiger Village in South Africa in 2004. This project is quite success so

Today, there are 6 South China Tiger Conservation and reproduction Centers in China, and they are working very hard on protecting the tigers and raising the population. All though there are still a lot of problems remain, we never give up.

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The amount of all South China Tigers in today’s world.

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THE INDOOR MOCKUPS

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THE OUTDOOR MOCKUPS

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RELATED PRODUCTS These related products will be sold in the exhibition. All of the money is for supporting the exhibition and donating to the South China tiger habitat recovering.

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TIGER TIGER BURNING BRIGHT, WILL NOT

LET YOU FADE OUT OF SIGHT, THAT IS MY PROMISE AND FOR YOU WE WILL FIGHT.

LOOK AT THE TIGERS MIGHTY AND STRONG, KILLING

THEM FOR THEIR SKIN IS VERY WRONG

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BROCHURE

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THE WEBSITE

The website contains all of the information of Hear Me Roar and the exhibition plans. People can also find the stories of the South China tiger, so that they can keep learning about the South China tiger outside of the exhibition. They also can donate for the tigers in this website. All of the donation will go straight to the conservation center for habitat recovering.

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XINJIANG NINGXIA SHANXI

SHANDONG

QINGHAI GANSU JIANGSU

HENAN

SHANXI

XIZANG

ANHUI

HUBEI SICHUAN

ZHEJIANG

JIANGXI HUNAN FUJIAN

GUIZHOU

The habitat before 1950s. The habitat after 1980s.

TAIWAN

YUNNAN

GUANGDONG

GUANGXI

Hainan

TIGER TIGER BURNING BRIGHT, WILL NOT LET YOU FADE OUT OF SIGHT, THAT IS MY PROMISE AND FOR YOU WE WILL FIGHT. HOW TO RECOGNIZE THE SOUTH CHINA TIGER

HOME

ABOUT

PROJECTS

EVENT

JOIN US

STEPS TOWARDS EXTINCTION FROM KILLED FOR LIVE TO KILLED FOR SPORT In the early 1950s, the South China tiger was reported to number more than 4,000 individuals in the wild when it became the target of large-scale government ‘anti-pest’ campaigns promulgated by the Chinese Government. It’s because of the rapid growth of human population, tigers and humans got connicts on territory. Therefore, the Goverment called on all of the people to kill tigers , the people who killed tigers was called “hero”. This is why all of the people were so encouraged to kill tigers.

WHEN THEY ARE GONE, WHEN EVERY LAST LIFE IS STOLEN, HOW WILL YOU REMEMBER THEM? EXTINCTION IS FOREVER. FROM KILLED FOR ORDER TO KILLED FOR MONEY

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@ All rights reserved. No portion of this book may be used or reproduced in any manner without written consent of Yueyi Chen. All respective work shown has been appropriately identified and credited. Any missions found will be noted and corrected in subsequet editions.


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