Intercultural Design - Proposal, Data Collection & Visual Design

09/02/24 - 29/03/24 (Week 1 - Week 8)
Andrea Choo Qin Hui (0366959)

Intercultural Design / Bachelor of Design (Hons) in Creative Media

Proposal, Data Collection & Visual Design

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INSTRUCTIONS

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Task 1

Proposal

             We are to address the cultural sensitivity in designs as cultural sensitivity in design goes

             beyond aesthetics; it also encompasses functionality, usability, and the overall user 

             experience. 

             

             Together with my teammates: Jayson, Zi Yue, Qian Wang, Tong En, Annisa, Melvin and

             finally myself, we aim to bring awareness to the Gaming Culture.  

             First and foremost, we figured out what was the 3 main market of the video game 

             industry: Japan, USA and China. My country was China, this was what I found out from

             my research: - One of the biggest gaming & E-Sports market. 

                                    - Sometimes referred to as the Gaming Capital of the World due to the fact that 

                                       China makes up around 25% of the gaming industry. 

                                    - World’s Strictest Ban: The Chinese Government imposed this ban in August 

                                       2021, where minors are banned from playing between 10pm to 8am and are 

                                       restricted to 90 minutes of game time on weekdays and 3 hours on weekends 

                                       and holidays. 

                                    - In 2024, revenue in the Video Games Market is projected to reach $94.49 

                                       billion USD.

             Let's move on to the second part of the proposal: Identifying the Problem Statements of

             Gaming Culture. 

             The Problem Statements: 

             - P2W (Pay-To-Win) Games 

             - Sexualised Characters 

             - Localisation

             I was tasked to find case studies on our 3 problem statements. 

Figure 1.1 P2W Games Pt.1

Figure 1.2 P2W Games Pt.2

Figure 1.3 Sexualised Character Pt.1

Figure 1.4 Sexualised Character Pt.2

Figure 1.5 Localisation Pt.1

Figure 1.6 Localisation Pt.2 

Figure 1.7 Localisation Pt.3

Final Project 1 : Proposal

Figure 1.8 Final Project 1 : Proposal

Task 2

Data Collection

             For our second project, we are to collect data in 4 ways: Field Study, Online Visual 

             Research, Interview and finally Google Form Survey. 

             My task in this project was the Google Form Survey. This Google Form Survey was 

             meant to conduct research on the public’s experience of gaming culture to further 

             strengthen the direction of our design of final work.

             A total of 34 people have responded to our survey. 

             General Information of Respondents: 

Figure 2.1 Survey Question 1

             In Question 1, (What is Your Age Range) - 97.1% (33 people) of respondents are 18-24

             years old whereas only 2.9% (1 person) are at the age of 45-55 years old. Thus, we 

             can deduce that almost all young adults took part in this survey. 

Figure 2.2 Survey Question 2

             Moving onto Question 2, (What is Your Gender) - out of the 34 respondents, half 

             (50%) were male and the other half (50%) were female. This data allows the survey

             to be fair and more accurate for different genders.

             Gamer or Not?: 

Figure 2.3 Survey Question 3

             For the 3rd question, most respondents consider themselves a gamer. 70.6% (24

             people) of respondents said Yes, 23.5% (8 people) for No and finally 5.9% ( 2 people)

             were not sure if they were considered gamers or not.

             This pie chart allows us to know that gaming culture is popular amongst young 

             adults.

             Preferences?: 

Figure 2.4 Survey Question 4.1

             Out of the 26 respondents who considered themselves gamers, most of them have not

             consumed caffeinated / energy snacks or drinks during their gaming sessions. 53.8%

             (14 people) voted No and the other 46.3% (12 people) voted Yes.

             Although the chart shows almost equal data, it's safe to say that not all gamers consume

             caffeinated / energy edibles when playing games.

Figure 2.5 Survey Question 4.2

Figure 2.6 Survey Question 4.3

             From the responses of 12 people, we have received 4 of which was Red Bull, 3 was 

             Monster, 1 was Instant Coffee, another 1 was Mr Potato and the rest can't

             remember the brand. 

             Red Bull Drink was the most popular brand consumed by our fellow gamers followed

             by Monster Energy Drink. Apparently there are no other supplements such as G 

             Fuel showing up in the data.

             Health Effects: 

Figure 2.7 Survey Question 5

             Question 6, out of the 26 responses who don't ingest those products, 50% voted Yes

             and the other 50% voted for No for the concerns about the effects of caffeinated / 

             products on your health for long term.

             Half of the gamers are aware and concerned about the negative effects of those 

             caffeinated products on your health for long term.

             Toxicity Amongst Gamers: 

Figure 2.8 Survey Question 6 Pt.1

             Deeper into the survey, we found that toxicity amongst gamers is quite common. Out of

             the 26 gamers that responded, 69.2% (18 people) of respondents have encountered or

             may have enforced toxicity when playing, whereas, 30.8% (8 people) of respondents 

             say the opposite. 

             This shows that toxicity (inappropriate actions such as cursing and negative emotions) 

             is quite a serious problem in the gaming community. 

Figure 2.9 Survey Question 7.1 Pt.2

Figure 2.10 Survey Question 7.2 Pt.2

Figure 2.11 Survey Question 7.3 Pt.3

             

             As a continuation from the previous question, we ask why respondents think of the 

             reasons of toxicity issue persists in gaming culture. Most of the respondents say that 

             toxicity happens when a player has an ego way too high or it's a way for them to 

            release stress, racism towards other players, anger issues, degeneracy and 

             might one even say that toxicity is part of gaming culture. 

Figure 2.12 Survey Question 8

             For the last questions, 85.3% (29 people) of the respondents believe that the most

             common visual elements when talking about gaming culture are the gaming culture are 

             the gaming accessories and equipments. While 64.7% (22 people) of respondents say 

             that it's the game characters and live streaming. 50% (17 people) of respondents think 

             it's Esports whereas 41.% (14 people) think it's the game environment. 

Final Project 2 : Data Collection

Figure 2.13 Final Project 2 : Data Collection

Task 3

Visual Design

             Our final product is a meticulously crafted combination of a 2D web platform mini-

             game that offers an engaging and interactive experience for our fellow gamers. The

             short but action-packed game is designed to captivate their interest and foster 

             community interaction. Accompanying this gaming experience is the visually appealing

             snack and drink packaging, featuring integrated QR codes that seamlessly connect

             consumers to the mini-game. This holistic approach not only enhances brand 

             engagement and drives product sales but also promotes a healthy gaming environment

             while effectively targeting the worldwide gamer market. 

             For Task 3, we have divided ourselves into 3 smaller groups: Game Department, Drinks

             & Packaging Department and finally the Final Task Powerpoint and E-Portfolio for all 

             the tasks. 

             The Subunits: 

             Game Department - Annisa, Zi Yue and Melvin

             Drinks Packaging Department - Jayson and Andrea (myself)

             Final Task Compilation  - Le Qian and Tong En 

             Jayson and myself divided parts to make it more time efficient for ourselves. I was in 

             charge of sketching ideas for the packaging and Jayson was in charge of finalising and

             making the mockup of all our products. 

Part 1 (Moodboard) 

Figure 3.1 Moodboard

             Before starting to sketch, I went on Google and Pinterest to find images that will

             resonate with the target audience in the Japanese Gaming Market. Drawing inspiration

             from the Japanese Culture and Gaming Aesthetics, we conceptualised designs that 

             blend functionality with Cultural Authenticity. 

Part 2 (Sketches) 

Figure 3.2 Sketch 1

Figure 3.3 Sketch 2

             Using the app Procreate, I decided to sketch out 2 designs for Jayson. One consisting of 

             designs from the Moodboard I created with Japanese elements. The second and last 

             design was created with our mini-game in mind, I included characters from our game 

             and tried to make it as similar to the aesthetics of the mini-game. 

Part 2 (Final Design) 

             After giving the sketches to Jayson, he combined both of the sketches into 1, making it

             into a masterpiece. 

Figure 3.4 Final Design by Jayson

Final Project 3 : Visual Design

Figure 3.5 Final Project 3 : Visual Design