26.2.2024 - 4.3.2024 / Week 03 - Week 05
Tan Zhao Yi / 0363285
Intercultural Design / Bachelor of Design (Honours) in Creative Media
Project 2 / Field
Study
LIST
Project 2: Field Study
We are going to Osaka, Japan for data collection this week. We are
required to collect visual, oral, textual and tactile artefacts that
would be part of our research materials. Our main aims in this trip
is to find some good examples of Yokai packaging for our ideation in
Project 1.
Fig 1.1. Itinerary
A. Observation Study
We visited Nishiki Market, Shinsaibashi, Shinsekai, and
Fushimi Inari Taisha Shrine to delve into local culinary
delights, packaging, and explore Yokai influences. These are the few examples of Snack Packaging with Yokai
Elements:
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Fig 2.1. Daruma
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Daruma (Japanese: だるま) is a Japanese tumbler ornament
and toy that imitates the sitting posture of Bodhidharma, the
founder of Zen Buddhism. It is now an abomination that transcends
religion and sect. The round and distinctive features of the
Daruma, symbolizing luck and perseverance.The packaging reflects
this spirit with vibrant colors and cheerful illustrations,
connecting the cultural significance of Daruma to the joy of
play.
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| Fig 2.2. Tanuki |
Raccoons, known as "tanuki," have become popular mascots
featured in packaging design. These clever creatures are beloved
for their playful and mischievous qualities, symbolizing
resourcefulness. The inspiration for using raccoons in packaging
goes beyond their cute appearance to include their role in
Japanese folklore, particularly yokai tales where they are
depicted as shape-shifters and tricksters.
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| Fig 2.3. Kitsune |
In Japan, foxes, called "kitsune," inspire biscuit
packaging and design. Valued for their cleverness and mystical
qualities in Japanese folklore, foxes bring charm to biscuit
packaging.The use of fox motifs not only makes the packaging
visually appealing but also reflects a harmonious blend of
cultural heritage and creativity.
B. Interview
Fortunately, one of our teammates, Rachel Yeo Ring Qin ,who is very proficiency at speak Japanese conducted
interviews with locals using their familiar language to seems
more amiably to gather more valuable insights.
1st Interview:
Interviewer : Rachel Yeo
Interviewee: Nakamura Yuki
Questions:
1. The three most classic yokai and the stories of
it?
2. When did you start to get in touch with the culture of
yokai? How did you know about it?
3. Where can we find a lot of yokai things in Osaka?
2nd Interview:
Interviewer : Rachel Yeo
Interviewee: Nakamura, Mayumi Tokaido shiko, Yamanaka Machiko
Questions:
1. List the yokai that you know about it.
2. When did you start to get in touch with the culture
of yokai? How did you know about it?
3. Would you be interested in packaging with Yokai
theme?
Visual Research:
During our online search, we stumbled upon some fascinating
Yokai theme packaging designs that immediately caught our
attention. What struck us the most was the scary Yokai with the
creative packaging like teabags, candy jar and biscuit carton
box.
Each crafted in an irresistible creative but yet intimidating
style. We were impressed by how they managed to maintain the
essence of each Yokai while giving them a captivating
makeover.
C. Data Collection
We have conducted survey asking questions based on the Design
System ( Basic Assumption ) & ( Norm and Values).
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Fig 4.1. Design System
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Fig 4.2. Response of Survey Form
In the realm of snack preferences, our findings underscore that
appealing packaging and cultural interest hold greater
significance. The survey indicates a clear trend where consumers
prioritize snacks not only for their visual appeal but also for
their cultural resonance, emphasizing on kawaii and minimalist
themed.
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Fig 4.3. Preferences and Design Elements
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Based on the survey findings, the product fused with yokai
creatures that garnered the highest preference for purchase is
the bento box, with a notable 25.4% of consumers expressing
interest. On the other hand, the candy jar received the
least preference, with only 13.6% indicating a desire to
purchase.
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Fig 4.4. Feedback and Suggestions
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Meeting the demand of target market, we decide to design a
Kawaii Bento Box with made with minimalist and Kawaii “Kappa”
Yokai Design.
Final Presentation Slides
Data Collection Methods:
1. Observation studies
2. Interview of relevant stakeholder
3. Online and actual physical material* visual research of the
selected culture
Fig 4.5. Data Collection - PDF
After presenting our proposal and findings to Ms. Noranis, we
were pleased with her approval of our interview sessions
conducted in Japanese. We suggested incorporating both bento box
culture and the kawaii theme into our survey methodology, which
she found intriguing. This blend of traditional and contemporary
Japanese aesthetics is poised to offer rich insights into
Japanese cultural nuances. With Ms. Noranis' support, we're
excited to advance our research, confident that our approach
will yield valuable understanding of cultural sensitivity in
Japan, particularly within the realms of food culture and
aesthetic appreciation.
D. Ideation Sketch
Following our consultation with Ms. Noranis, she advised us to
generate additional sketches and to prioritise the development
of the bento box concept. She emphasized its popularity in
Japan, particularly for picnics, indicating its relevance and
potential resonance with our project objectives.
#Sketch 1
Fig 5.1. Sketch #1
Sketch #2
Fig 5.2. Sketch #2
Sketch #3
Fig 5.3. Sketch #3
Sketch #4
Fig 5.4. Sketch #4
Final Sketches
Drawing upon our team member ideas, we engaged in a
voting process to select our preferred sketch, ultimately
favoring Sketch 1 while also appreciating the interior design
of Sketch 3. Combining elements from both sketches, we crafted
a unique hexagonal shape that we believed would enhance visual
appeal. This design, which incorporated "kawaii Yokai" motifs
and utilized demon shapes as dividers for the food
compartments, was presented to Ms. Noranis.
The rationale behind our choice stemmed from the hexagon's
distinctiveness and its ability to encompass both aesthetic
and functional considerations within the context of Japanese
culture.
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Fig 5.5. Final Sketch of Yo Bento
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Fig 5.6. Yo Bento - After Colouring
Week 3
Ms. Noranis tasked us with exploring museums or temples in Osaka, aiming
to draw inspiration for our project on how yokai snack delights could be
creatively presented within the food packaging concept. she prompting us
to envision innovative ways to incorporate traditional Japanese cultural
elements into our culinary presentation.
Week 4
During online consultation, ms. Noranis was amazed by one of teammates
Rachel's interview approach with local Japanese individuals, particularly
emphasizing the value of conducting conversations in Japanese. She
encouraged us to advance our exploration into the realm of bento boxes.
Additionally, she requested further development of our ideas through
additional sketches for more detailed conceptualization and refinement.
Week 5
Ms. Noranis provided positive feedback on our bento box sketches, noting
the creativity in incorporating demon heads as dividers and utilizing
hexagonal shapes. She suggested moving forward with creating mock-ups to
further visualize and refine our design concepts which boosted our
confidence in the direction of our project, motivating us to proceed with
mock-up.
Experience
This is my very first study trip in my lifetime, proved to be immersing us directly into the heart of Japanese culture and traditions. Roaming through museums, iconic landmarks, and serene temples, we delved into a captivating journey through the realm of yokai and Japanese folklore-themed culinary delights. The dynamic exhibitions and meticulously crafted artifacts not only captivated our senses but also sparked a surge of inspiration, nurturing our creativity and deepening our fascination. Furthermore, engaging in conversations with locals in fluent Japanese provided us with invaluable insights into renowned Japanese folklore and hidden gems within Japanese society, further enhancing our understanding and appreciation of the culture.
Observations
By carefully observing and analyzing, we noticed how Japanese culture blends tradition with modernity. Our study on design preferences, like kawaii and minimalism, was vital for understanding the market. Among many choices, the bento box stood out as the favorite, capturing people's interest with its beauty and cultural importance. This finding highlights the lasting appeal of traditional Japanese food customs, even as consumer tastes change over time.
Findings
Our research combined hands-on learning, interviews, observations, and surveys. We discovered that snacks featuring yokai and Japanese folklore themes, especially in a bento box, are very appealing to consumers. This mix of cultural elements is popular not only in Japan but also globally, showing a rising interest in Japanese traditions and style.
Moreover, our findings stress how crucial it is for product designs to be culturally sensitive and authentic. This emphasises how cultural symbols can bridge gaps between different cultures and promote mutual understanding.
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