Searching for Creative StudiesDesign Theory

2011 Nicole Metivier

Story ProgressionMission 04 Importance of the T-shirt 06 The College for Creative Studies 08 What is Missing?

Survey / Method 1 10 Surveybuilder.com / Questions 12 Question 1 breakdown / analysis 14 Question 2 breakdown / analysis 16 Question 3 breakdown / analysis 18 Question 4 breakdown / analysis

Design Theory

Data Analysis 20 Survey Results

Observation / Method 2 22 Observing Nick 24 Breakdown / Analysis of the Observation

Interpretation 26 How Might We.. Statements 28 Brainstorming The Solution

Solution 30 Solution Breakdown 32 Solution Application

Special Thanks 36 Cool People who Helped

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MissionWhy are T-shirts so important and what the problem is with the College for Creative Studies T-shirts?

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The Spirit of Detroit wears different shirts in celebration of special occasions in Detroit, Michigan.

“Since the late 1980s and especially the 1990s, T-shirts with prominent designer-name logos have become popular, especially with teenagers and young adults. These garments allow consumers to flaunt their taste for designer brands in an inexpensive way, in addition to being decorative.”

- http://en.wikipedia.org/wiki/T-shirt

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College for Creative Studies

Students don’t make the connection between school pride and wearing CCS T-shirts But Why?

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Ask the ClientsTo get a better idea of the task of enhancing the disconnect between the students and school theme shirts, data collection is needed to gather first-hand information to be used to solve for the disengaged students.

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Survey / Method 1Asking students anonymously about CCS shirts and interpreting the collected information to gain a better understanding of the problem.

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23 Interviews Were ConductedQ1 How do you feel about the clothes that are on sale at the CCS bookstore?

Q2 When are you most likely to purchase clothing from the CCS bookstore?

Q3 Can you describe your favorite existing CCS shirt?

Q4 Can you describe your idea of the best CCS T-shirt design?

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Take theSurveyYourself

Price (Too expensive)

Design (decent and unsatisfactory)

Indifference (standard, okay, and nice)

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Question 1How do you feel about the clothes that are on sale at the CCS bookstore?

“Most of them are nice. Too many are too big and not enough of the hoodies are pull overs rather than zip-up. They are a tad pricey too.”

- Response 527653

The common thread amongst the results state that the overall quality of the shirts do not match up with the bookstore’s asking price. This includes the design of the shirt, material, and variety. An overwhelming amount of surveyors also took little interest in the subject.

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Question 2When are you most likely to purchase clothing from the CCS bookstore?

Price (Too expensive)

Design (decent and unsatisfactory)

Indifference (standard, okay, and nice)

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“There’s something classic about the CCS Football one. However my favorite sweatshirt is actually for guys. It’s cardinal red with a silver and white CCS logo on it and its a pull over collar zip up. I love that shirt and it goes great with my white and silver CCS vest.”

- Response 528647

The humor of the CCS football shirt is both widely known as well as successful. Stronger selling shirts in the future could incorporate light-hearted messages because they appeal to the clients.

Can you describe your favorite existing CCS shirt?

Question 3CCS FootballN/A (no favorite, indifference)

Other Existing (old designs, current)

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“There’s something classic about the CCS Football one. However my favorite sweatshirt is actually for guys. It’s cardinal red with a silver and white CCS logo on it and its a pull over collar zip up. I love that shirt and it goes great with my white and silver CCS vest.”

- Response 528647

The humor of the CCS football shirt is both widely known as well as successful. Stronger selling shirts in the future could incorporate light-hearted messages because they appeal to the clients.

Better Design (no favorite, indifference)

Descriptive Answer (old designs, current)

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Can you describe your idea of the best CCS T-shirt design?

Question 4

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“Minimalist design, focused on line art, calling back to design aesthetics of illustrative techniques circa the schools creation (e.g. art nouveau)”

- Response 533407

A lot of surveys showed a passion for the design of the bookstore shirts. More specifically, there was a desire to see fun patterns that better represent the majors at the College for Creative Studies.

Survey ResultsThe truth as seen by the community who occupies the College for Creative Studies campus.

More than just pricing, students showed an interest in the creative breadth of the content on the shirt, taking the most interest in: Humorous Content Art Related Subject Matter Cooler Themes

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Observation / Method 2The second method of observation shows a specific example of a potential client and what they look for when shopping for shirts.

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Observation MethodAsking the specific questions based on the results of the survey to get a deeper insight for the solution

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Nick was intrigued when he walked over to the shirt booth.

He felt cool when he got the jokes and knew the brands / subjects displayed in the shirts.

Nick wanted to share the things he saw as important, making his shopping more of group event.

He felt intelligent when he taught his peers about some of the references that he knew.

Nick was closer to his friends when they worked together to figure out what to buy.

Think

Say Do

Feel

Walked around and touched the interesting apparel.

Carefully inspected pieces that caught his attention.

Laughed a little at the amusing catch phrases or subject matter on some shirts.

Nick flipped through the rest of each stack of shirts when he saw a cool design on top to see what else may be hidden from passers-by.

He exclaimed loudly whenever something caught his eye and everyone looked over and joined in conversation about it.

What size is this shirt? How much does this cost?

How much money did I bring with me?

OMG! My favorite movie! I love that scene where he is just Boss!

This would go perfectly with my dark jeans and cardigan.

..And it’s in my favorite color! Yesssssssss.

I wonder if my brother would appreciate this shirt if I got it for him as a Christmas present?

“Oh, this shirt looks really cool!”

Nick asked for his friends opinions, showing them things that he liked and sharing the experience.

He responded most to flashy graphics and colors over materials.

He read the jokes and slogans out loud when he was excited.

A while after looking at the shirts, Nick mentioned the shirts he thought were memorable.

Analyzing NickWatching Nick shop for T-shirts brought a realistic context of the expectations and aspirations of the clients who purchase CCS apparel.

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InterpretationHow does all of this research apply to the problem of T-shirt disinterest at the College for Creative Studies? “How might we..” statements help to discover potential solutions.

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Organizing Results“How Might We..”How might we.. decrease the students’ sticker shock when they shop for CCS shirts?

How might we.. increase the hype amongst the clients during higher shopping seasons (Christmas, summer, etc.)?

How might we.. incorporate exciting designs and words to the CCS shirts?

How might we.. use compelling design to get a more intense emotional response?

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How might we.. shift the shirt buying experience towards becoming more of a group activity?

How might we.. amuse and entertain potential clients who shop for CCS shirts?

How might we.. better identify the T-shirt designs to the spirit of the students at CCS?

How might we.. make the College for Creative Studies shirt shopping experience more interesting?

How might we.. better identify the T-shirt designs to the spirit of the students at CCS?

Mapping out possible outcomes for the solution

Using the ‘how might we’ statements to think of design related outcomes. The simple core values of the clients gain depth and complexity while new ideas are explored.

Brainstorming

SolutionThe results of the research and interpretations form a design opportunity for the College for Creative Studies.

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Artwork source: http://fyeahartstudentowl.tumblr.com/

Humorous subject matter

Art school related

CCS school colors

Current internet trend

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Positive ImpactInternet advertising and popular culture “art” icons appeal to the customers in a funny, current, and relatable way.

Image source: http://www.buzzfeed.com/jpmoore/this-is-how-you-advertise-for-an-art-school

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Searching for Creative StudiesDesign Theory

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Help and GuidanceAmerican Apparel T-shirt Model / Source

Bailey Knudsen Observation Method / Passive Shopper

CCS Bookstore CCS Shirt Retail Venue

CCS Student Life CCS T-shirt Distributor

Thank you.

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Detroit 2011 Jazz Festival Observation Method / Location

Ginny Martin Observation Method / Passive Shopper

Nick Dauphin Observation Method Shopper

Steve Schock Professor / Mentor

Surveybuilder.com Free Survey Hosting Website

Survey Participants Anonymous CCS Students

Yeahartstudentowl.com/tumblr T-shirt Art / Website