During FOX INTERNATIONAL CHANNELS

Samsung Leaflet, The Box poster and Thai smile corporate identity.

Here is example of Samsung leaflet.

Here is example of The box poster

Thai smile Corporate Identity.

Major project : Critical Reflection

Critical reflection

           

Research

            The idea of this major project comes from my personal passion in the design industry. I want to build up a practical method that will develop the design industry of my country. I start up with the idea of creating website and services for Thai designers that will be used as an organization for them or anyone who is interested in. I have gathered information on Thai and the global designs till it comes to the conclusion that several factors related to the development of the design industry. The support from the government comes very first and also, funds are the must. Not only that, what artists and designers need is a space to present their works at. In most other countries, there are plenty of useful sources to support the artists’ ideas such as websites and exhibitions. Thailand, on the other hand, lacks of strong community to share, to show, and to discuss. Therefore, I will be the very first to build that place for them.

            For the stage of research, I have studied a lot on the global design industries. What is international design industry up to? What the 2012 design trend is? What will be the upcoming trend for the year 2013? How does the international design organization manage their companies? What are their plans? Who their target audience is? What Thai designer wants? And what the problem in the Thai design industry is? When I finally conclude those answers, I write them down on the mind map to analyze and put the ideas together. I then try to find out what will be the solution for the Thai designers in order to help them develop their works and enhance the value for Thai design. The answer finally comes out to be a website. Website can be such a great tool to access and encourage target audiences, also provide place for online communication. The design of the website comes at the very last step, and is the most tough as I have not had any experience designing a webpage. Of course there are varieties of ways to design. Website has no limit of size. You can make each page any size you want, just to manage the margin wisely.  This is the part I have to manage very carefully because it gives me direction to work for the entire process. If the height of each page were too much, users would not want to scroll down till the end and notice all the details I put in.

Planning

            I only have three months (July-September) to finish the project. For the first and half of the second month, I gave them to the research and gathering all the useful information. My only concern is put at the web design. Like I mentioned earlier, this is my first time creating website. I took this time to study how each webpage contains of, and what the elements have put each part together. After that, I got chance to speak with my senior who is a senior graphic designer at my previous workplace. We discussed a lot then he gave me advices and directions how should I go with the web design. For instance, he mentioned that what I should have concern on is the display screen, and also to use grid and colours to control mood and tone.

When the research period is done, I then put the rest of the time in the design concept, then develop it. In this step, There were so many problems that I barely not able to avoid. First of all, there were time that I could not think of anything, nor to design any works due to the exhaustion. The only thing I could do is to stop working immediately, and search for more inspirations. I also see the others works, from the bookstore to the well known website, locally, and internationally. These help a lot in inspiring and encouraging. Not only that, I keep myself going back to what I have researched at the previous stage. That is to remind me the concept, the work frame, and the directions of the project.

Design concept

            Moving to the stage of design development, I start by naming the organization. I have listed about ten names, and have my classmates and friends voted which one they like most. This is to ensure that the name I finally go with will have an impact on the audience once they see it. For me, name matters a lot in building image for the organization. Name also represents aim of the organization. Finally, the name has confirmed to be “TDT” (Thai Designers Talk). Consequently, I start producing a logo that I have created over ten different styles. I also combine symbol and type together to create uniqueness in which I ended up going for the combination between symbol and type. For the logotype process, all the elements I have put in are all related to the goal of this project. The colour portrays the unity of Thailand. They are the three colors of Thai flags that are blue, white, and red.  The speech bubbles is the symbol of talking. For the typeface, I go for “Helvetica Rounded” as it best represents the style of mine and the website as well. The website feature is also the considerate part. I aim to create a unique website, to make it stand out from the competitors. Similarly, the website content is very essential as well. I have divided them into six sections that are Home, Inspiration, Education, Talents, Awards, and Thai Talk. These categories are the very important parts that I have tried my best to get through each of them carefully and outstandingly. I always go back and forth to the stage of research to make sure that all the parts are put together perfectly. Once the direction and the overall image of the project are finalized, brand applications are simply made at last.

            I must say that every part of this project is equally important. However, I personally put a bit more effort into the design process. This part is a showcase that communicates with the audiences as if I speak to the people who enter the website.

Concept testing

When the design element is all done, I showed them to the designer friends of mine, and asked for their opinions. Some of them agreed that it looks different from the other Thai sites, as well as they noticed its own characteristic. They also suggested that if I can really form the website, it would be useful to the designers even some might find it new to the Thai design market. It is amazing to achieve such strength that helps me continue my work cheerfully and energetically. I am positive that this concept is going to be an alternative for the target users. The research shows that Thailand still lacks of design online community that is actually practical in terms of serving useful knowledge, and provide place to share and discuss ideas at. Furthermore, young designers should have an opportunity to understand the principle of design in which I am positive that this site will serve their needs.

            However, feedback from the real users will also be a minor proof for the project’s success. The marketing plan will be even more important in the future, to improve the brands’ image. This is to bring more users and to develop the website at the same time.

Conclusion

First of all, it is very enjoyable having chance to complete this project because I am positive that “TDT” (Thai Designers Talk) can be executed for real. Whenever the site actually operates in World Wide Web, it is going to be successful, at least in Thailand. The image and the purpose of the site are clearly identified and presented, which will be a simple approach to interactive audience.

Secondly, I have learnt a lot of digital media. They could be beneficial for me in the future. My design skills also improved while working on the project yet I am glad that I got chance to learn new things. I have come to the conclusion that once you cannot continue the design, or lack of imagination on works, you should allow yourself a break so that you can come back with more energy and ideas.

Finally, I can totally say that all the steps in this project are the biggest challenge. There are so many circumstances I face that I have to make the decision by myself. Most importantly, this project guides me the career pathway I want to be in in the near future. I also plan to keep myself improving with the designing skills.

Major project: All pages in this site

Major project : Newsletter

Here are TDT newsletters in different background.

Major project : Design concept development

Here is example of feature content page. I used 16:10 Digital display dimensions (1440x900).

And here is 1st draft of my inspiration page. 

Major project : Interface

Here is 1st interface. I designed only top page. It looks like ordinary website. 

Here is 2nd interface that I designed. 

Here is 3rd interface.

I used speech bubble to be main design element in 2nd and 3rd interface. 

Major project : Final logo

Here is final draft of my logo design. I tried to put meaning into the logo and changed the typeface from Futura to be Helvetica Rounded.

These logos are designed before the final one.

Final logo

Next step, I'm going to create layout of website and thinking about how to promote the organisation. 

Major project : Logo design stage

Here is first sketch of my logo. I'm still working on TDT (Thai Designers Talk) logo. I'm trying to create a logo that relates with my design concept by using speech bubble and the colour.

And here is my first draft in digital format.

Here is second draft.

Here is third draft of my logo design.

Major project : Research

Research

What is happening internationally in design industry?

            There are several countries that are the leader in design industry including UK, US, and Australia. Each country has their unique style and trend. Firstly, UK design industry has become well known since 2005. We can see from the number of designers that has dramatically increased to 232,0001 designers. This is 29% higher than in 2005. Not only that, the domestic income has also increased by £3.4bn. The combined budget of in-house teams and fee income of freelancers and consultancies is £15bn.

 

Secondly, US design industry is the prediction of an increase in revenues for both graphic design agencies and freelancers by the end of the decade - with freelance designers, in particular, looking to benefit. The report predicts that freelancers gross revenues will increase from over $3.4 billion in 2004 to over $3.8 billion in 2009. Additionally, the number of graphic design freelancers is expected to grow from 74,000, to well over 86,000 by the end of the decade. Furthermore, there are few information about US design industry which are graphic design firms currently employ about 60,000 people, a level that is expected to reach nearly 68,000 employees by 2009,15% of the industry's graphic design firms are newly created each year and the 50 largest graphic design firms comprise less than 1% of the number of establishments, but account for over 16% ($1.3 billion) of the industry's total billings. Lastly, Australia design industry has grown by two designers to six designers with the average overall industrial design business weighing in at seven and a half staff. This reflects the buoyant times and the relatively high availability of consulting work. It also reflects low levels of new business formation in Industrial Design with the overall level remaining static for some years. So, in general, the available work is going to established businesses. Consequently, owners are making more out of their businesses. An industrial design business owner employing six designers is likely to be earning $100,000, up ten per cent from the December 2003 survey. And well above the average for all employer/self employed designers in Australia of $81,800.

Factors that undermine the creativity of Thai people

1.     Stress from financial problem and living cost 32.6%

2.     Thai society does not accept new or different ideas 23.5%

3.     The lack of public support or lack of political attention 14.7%

4.     A copy of lack of motivation for creation10.3%

5.     Family and education system do not teach people to be creative yet 7.9%

Reference: bangkokpoll.bu.ac.th

What are the trends?

The broadly positive picture for the design industry despite the recession
is reinforced by the reported demand for design services.61% of digital and multimedia design firms reported increased demand since 2005, followed by 41% of communications design businesses saying demand has increased.

Communications: Graphics, brand, print, information design, corporate identity

Digital and multimedia: Website, animation, film and television identity, digital design, interaction design

Interior and exhibition: Retail design, office planning/workplace design, lighting, display systems, exhibition design

Product and industrial: Consumer/household products, furniture, industrial design (including automotive design, engineering design, medical products)

Fashion and textiles: Fashion and textiles

Other: Those opting for the ‘other’ category were asked to specify what this covered.

Service design: Service design is an approach concerned with the design of services. Service design can be both tangible and intangible, and can involve communication, environment and behaviours.

Recently, online business or online marketing is becoming the most popular in the global business. Online marketing is trend of 2012. There are many investor that invest a huge money in online business which are a website and a social network. Additionally, an application for smart phone becomes more popular as well because increasing number of people who use smart phone. Smart phone’s application is alternative solution for people because it is easy to use and people always carry on with themselves.

Theory (media)

            “The advance of technology means that the range of media available. Particularly, digital-media continues to increase. New media present new possibilities and challenges for design thinking.”

            “The digital age sees steam of emerging media for designers and their clients to embrace, which goes beyond merely creating a web page. Facebook, Twitter, blogs and smart phone require designs to be presented in different ways. The functionally of different media provides the opportunity for designers to extend the functionality of their design beyond the traditional to include interactive relationships between a design and a user.”

DESIGN TH!NK, G.AMBROSE and P.HARRIS

Dan Formosa, co-founder, Smart Design

“Media used to be controlled by governments and corporations. Mass messaging came from the top down. Our messages now come from the bottom up. We all have potential to communicate, globally, in an instant.

It’s easy to say that technology prompted this, but really it is people’s innate desire to communicate that has driven the development of the technology. An underlying theme, I believe, is the ability to unite people who care, from Tunisia to Occupy Wall Street gatherings. People act differently in groups, and the fact that we can band together on virtually every topic under the sun will continue to have tremendous impact in 2012.

Our new, rapid pace of social communication also continues to affect how we shop, how we manage our personal health, our energy consumption, our cooking proficiency, and a zillion other things.

Design is synonymous with communication, and communication affects behaviour. The growing realization that design can have a powerful affect on global behaviour will drive many of our innovations in the coming year.” This article showed technology is becoming important in design industry.

Website trend

            “ When was the last time you held an actual newspaper or novel in your hand to read on the way to or from work? In just decade, the worldwide web has come dominate our lives. We now spend countless hours soaking up all sorts of information by mean of the web, as well as maintaining our social life through it.”

            “ Nearly everyone under the age of 40 appears to have their own website, personal blog, online shop, fans/friends page, motion and / or photo showcase, or to have set up a secret site for sharing private stuff with intimate friends. The Internet is thus becoming more personal and less corporate. But the basic rules still apply. Whether you are trying to sell something to a mass market or simply attract a small following, your website needs to be attractive enough to hold the attention of first time visitors and persuade them to return. Given the amount of data we are bombarded with daily, nobody has the time to bother with something that is difficult to navigate and poorly presented.”

Idn magazine

The factor of good website design

“ Great visual, good rhythm, good user flow and great motion” Media Arc

“ Maintaining enough navigational conventions to help people use the site while being creative with everything else” Isobel Knowles

“ The idea and the execution “ Kinetic

What do Thai designers think about your proposition (do some interviews, photograph and document them)?

Target audience research

Top 20 lists for Thai university and faculty 2012 on www.cuas.or.th/ Association of University Presidents for Thailand website, shows that Art and design major has become popular due to the growth of global media these days.

Firstly, the faculty of art major in information and communications technology, Silpakorn University has reach its highest rank (4^th rank) since the faculty has been formed. This presents that young generation are interested in art and design despite they are not very extensive for the old generation but economic, finance, and medicine major.

Consequently, the faculty of journalism and communication, Thammasat University is also on the 6^th list. More people are courage to learn new things through media yet it has become part of their life. These are why all kinds of careers involved with the media are now getting more and more widespread. 

Admission 2012, candidates were 122,169 people to access education 90 institutions and 723 faculty / Department.

Thais with Internet

Innovation Center for Internet Thailand. The overall statistical behavior of the Thai people uses the Internet in 2011. They found the average of Internet user increase was about 6 million from a year earlier.

Mr. Piya Tuntavichain Chief Technical Officer of Innovation Center for Internet Thailand said that the overall statistics of visiting Internet Thailand in 2011. Internet users in Thailand increased around 26.77 percent compared with 2010. The average of Internet population growth was about 6 million people. In August 2011 was an online Internet population up to 25 million people in Thailand.

From the behavior of Internet users in Thailand found that the entertainment was the most popular section of the site, followed by the group's online diary blog, forum shopping, news media, the group's health and Thai organization sites were the lowest.

The search engine of the Thai people is the most commonly used by Google accounted for 99.06 percent.

In addition, the survey also found that the structure of the Internet population is 55 percent male, 45 percent female, mainly students.

Bangkok (capital city of Thailand) has the highest Internet population. The East has the lowest Internet population.

Thais with Social network

            There are 14,618,340 Facebook users in Thailand, which makes it #16 in the rank. Facebook penetration in Thailand is22.01% compared to the country's population and 83.60% in relation to number of Internet users. The total number of FB users in Thailand is reaching 14,618,340 and grew by more than 1,342,140 in the last 6 months. Comparing these nearest countries by penetration of Facebook users shows that Thailand has 0.11% higher FB penetration than Poland and 0.32% lower FB penetration than Belize.

            Thailand Facebook age, the largest group is currently 18-24 with 4,824,052 users, followed by users in age of 25-34.

How does Thailand fit in to the international design community?

Nowadays, Thai design industry is going to be better than the past. Evidently, The number of designer income is increasing and increasing number of Thai young generation approach to University about art and design. Additionally, there are many Thai designers who graduated from European country and US. International designer acknowledged many of Thai artworks. Furthermore, Most of Thai designer usually combine Thai distinct with international design basis. If Thailand have a space for Thai design to show their works. It is going to great solution and also present to the international design community.

Viral Marketing

Marketing techniques that use pre-existing social networks to self-propagate a marketing message. Viral marketing sees the target audience pass a communication to friends and family. Perhaps by email, Facebook or Twitter and typically gives the consumer something for free so that they market other products to create brand name awareness

Web

       Web advertising offers extraordinary opportunities for creating fuller brand experiences. The most effective come from combining the web with another medium or the product itself to drive views in a happy circle from web to store to product and back to web for follow-up that may include customer care or a better way to use the product.

Website reference
http://www.designcouncil.org.uk/our-work/insight/2012-design-forum/
http://www.socialbakers.com/
http://www.smartplanet.com/blog/design-architecture/four-experts-predict-2012s-innovation-and-design-trends/2944
http://www.smartplanet.com/blog/design-architecture/trends-in-us-design-services-social-responsibility/984
http://www.dandad.org/learning/talks/driving-digital-laura-jordan-bambach
http://thaigraphicdesigner.wordpress.com/
http://www.dia.org.au/index.cfm?id=247
http://australia.gov.au/about-australia/australian-story/austn-design
http://observatory.designobserver.com/entry.html?entry=2507