flamingo project
DESCRIPTION
a research and development article about how i progessed on the flamingo project on beauty and health.TRANSCRIPT
Theme that we will cover is…
BRIEFTHE BRIEF FOR THIS PROJECT IS TO DEVELOP MY RESEARCH SKILLS AND TO GAIN A FULL UNDERSTANDING OF THE DIFFERENT RESEARCH STAGES. IN ORDER TO DO THIS THE PROJECT HAS BEEN DIVIDED INTO 3 STAGES, THESES ARE TO SEE HOW FLAMINGO WOULD GO ABOUT RESEARCHING IF THIS BRIEF WAS GIVEN TO THEM BY A CLIENT. FIRST THEY WOULD CONDUCT AN INVESTIGATION INTO A TARGET AUDIENCE OR FOCUS ON THE TOPIC OF THE QUESTION BY MANAGING INTERVIEWS, BLOGGERS AND VIDEO DAIRIES FROM THE RESPONDENT. DURING THIS FIRST STAGE I WILL BECOME THE RESPONDENT DOCUMENTING WHAT I DO MY ROUTINE, MY THOUGHTS AND UNDERSTANDING THIS IS A VITAL STAGE AS I WILL ONLY BE ABLE TO USE THE INFORMATION I PROVIDED WITHIN THIS PRIMARY STAGE TO PROGRESS FURTHER ALL THE WAY THROUGH TO THE DESIGN STAGE OF THIS PROJECT. THESES ARE THE SAME RESTRICTIONS THAT FLAMINGO WORK WITHIN WHEN PRESENTING
INFORMATION TO A CLIENT
BRIEF
27
We would like to take you on the whole research journey…
PART 01:Til the 8th April
PART 03:Until Hand in Date
PART 02:Until 2nd May
Three distinct stages – need to engage and participate with each stage in turn – don’t jump ahead
BE A RESPONDENTThis stage you are
not a designer – but need to represent
your life around the theme
Capture your everyday life around
a theme
BE A RESEARCHER
Work with us in analysis /
interpretation of key themes and ideas
Visual research brief – around the
category
BE A DESIGNER
We will become the client – set the brief, provide the content
You will become our designer – acting like a professional
would
FLAMINGO IS A RESEARCH, THINKING AND STRATEGY COMPANY.THEIR PHILOSOPHY ‘WE USE A WIDE AND VARYING RANGE OF APPROACHES AND TOOLS IN THE WORK WE DO, BUT WE ARE NOT GUIDED BY METHODOLOGIES. MORE THAN ANYTHING WE APPLY OUR OWN INTUITION AND EXPERIENCE TO ANY RESEARCH PROBLEM. RESEARCH SHOULD BE ENABLING, IT SHOULD INSPIRE. IT SHOULD NOT BE THOUGHT OF AS A CONSUMER ARBITRATION PROCESS.’WE BELIEVE QUALITATIVE RESEARCH SHOULD ALSO CONCERN ITSELF WITH FINDING OUT ABOUT THE PEOPLE - HOW INDIVIDUALS INTERACT WITH BRANDS IN THEIR OWN CULTURAL CONTEXTS. THE BRAND’S TRUTH IS NOT OBJECTIVE, RATHER IT EXISTS IN THE RELATIONSHIP THAT IT FORMS IN ITS INTERACTION WITH AN INDIVIDUAL.ETHNOGRAPHIC IS A KEY METHOD WHICH FLAMINGO USES TO HELP GIVE CORPORATIONS A BETTER UNDERSTANDING OF THEIR CONSUMERS. AS THE DESIGN INDUSTRY HAS SHIFTED FROM FIXED SCIENCE AND FEEDING THE PUBLIC WITH OUTCOMES THEY CAN’T RELATE TO. MORE COMPANIES LIKE FLAMINGO ARE USED TO BRIDGE THE GAP BETWEEN THE PUBLIC AND CORPORATIONS.
WHAT IS FLAMINGO?
WHAT IS FLAMINGO?
5
We are a qualitative market research agency…
Our job is to help brands understand how they fit into their customers’ lives, cultural contexts and behaviours
PEOPLE We talk to people
about what they do and how they live their lives
BRANDSWe understand brands and how to craft them within these contexts
CULTUREWe understand the cultural context in which people and
brands live – around the world
THROUGH USING ETHNOGRAPHIC RESEARCH THAT TAKES PLACE AT THE ACTUAL ‘SITE’ OF CONSUMER BEHAVIOUR AND DECISIONS – IN A BAR, IN A SHOP, IN A GYM, IN SOMEBODY’S HOME. IT PROVIDES A MORE HOLISTIC AND NUANCED VIEW OF WHAT IS ACTUALLY GOING ON.
RESPONDENTWHAT ADVERTISING DO YOU SEE ON BILLBOARDS? TV?
MAGAZINES? WHAT IS THE NEWEST THING ?WHAT IS YOUR DAILY BEAUTY
REGIME WHERE BEAUTY HAPPENS - THINK AT HOME, ON THE GO, THINK MAKE UP, HAIR,
PERSONAL GROOMINGWHAT IS YOUR IDEA OF BEAUTY?
RESPONDENTWHAT WOULD YOU LIKE TO DO
FOR A FITNESS REGIME?SHOW US YOUR REGIME ?GYM? DO YOU GO?
WHAT WOULD BE YOUR IDEAL GYM EXPERIENCE?
WHAT ARE THE BENEFITS OF FITNESS FOR YOU?
HOW DO YOU FEEL EMOTIONAL ABOUT IT ?
WHAT DOES IT MEAN FOR YOU TO BE FIT?
WHAT DOES IT MEAN TO BE HEALTHY ?
WHAT DOES IT MEAN TO FEEL WELL ?
SICKNESS? MEDICATION ?
WHAT PRODUCTS/ARTICLES/AD-VERTS APPEAL TO YOU ?
HOW DO YOU MAINTAIN WELL-NESS ?
HOW DO YOU PREVENT ILLNESS?
RESPONDENT
RESPONDENT
ONE THEME THAT BECOME A STRONG TOPIC OF DEBATE ON THE DAILYBOOTH BLOG SITE WAS THE QUESTION WHAT IS BEAUTY ? WHERE DO WE FIND IT AND WHEN DO WE FIND OURSELVES BEAUTIFUL .
WHAT PEOPLE THINK ISN’T A STRAIGHT YES OR NO ANSWER WE BELIEVE IN DIFFERENT FORMS OF BEAUTY FROM INNER BEAUTY TO NATURAL BEAUTY OR EVEN EXTERNAL BEAUTY. ONE THING THAT DID BECOME CLEAR IS THAT WITH CELEBRITIES BEING SHOWN AS BEAUTIFUL PEOPLE BEHIND THE CAMERA THEY CAN LOOK VERY DIFFERENT WITHOUT THE CREW OF PEOPLE EMPLOYED TO MAKE THEM LOOK GOOD, OR THE ADDED BENEFIT OF TECHNOLOGY A WITH AIR BRUSHING . MOST PEOPLE DESCRIBED THEMSELVES AS BEAUTIFUL WHEN FEELING THEIR BEST AND ENJOYING THEMSELVES NOT ALWAYS WHEN THEY ARE DOLLED UP.
ME AT MY BEST
THEMESBEAUTY MYTHS AFTER RESEARCHING INTO THE THEMES OF BEAUTY E KEY REFERENCE TO BEAUTY MYTHS BECOME A REOCCURRING THEME. LOOKING INTO HOW WOMEN FROM PREVIOUS GENERATIONS HAVE PASSED DOWN MYTHS AND FACTS ABOUT BEAUTY AND THE NATURAL PRODUCTS THAT CAN BE USED TO HELP PROMOTE BEAUTY. ANOTHER ELEMENT TO THIS MYTH REMEDIES ARE THE ONES WHICH COME FROM SOCIETY AND THINS WE HAVE DISCOVERED ON OUR OWN .“LEMONS ARE MY BEAUTY SECRET. I USED TO THINK THAT WHEN MY MUM AND GRANDMA USED TO TELL ME TO USE LEMONS THEY WERE BEING SILLY BUT I GAVE INTO THIS MYTH AND ITS NOW FACT. LEMONS ARE A GREAT BEAUTY SECRET, THEY HELP TO MINIMIZE BODY ODOUR, TONE SKIN SO IT IS EVEN, AND DEEPLY CLEANSES. JUST SQUEEZE LEMON JUICE ON COTTON WOOL AND WIPE IT OVER YOUR FACE, THEN LET IT DRY. ONCE ITS DRY AND A LITTLE STICKY RINSE WITH COLD WATER.”
THEMESBEAUTY IDOLS WITHIN THE BEAUTY INDUSTRY THERE ARE A WIDE VARIETY OF CELEBRITIES THAT WE ADMIRE BECAUSE OF HOW BEAUTIFUL THEY ARE. WE SEE THEM IN ADVERTS, ON TV AND IN MOVIES. WE OFTEN EVEN FIND OURSELVES COMPARING OURSELVES TO THESES IDOLS OF BEAUTY WHO ARE GROOMED TO PERFECTION BY A TEAM OF PEOPLE. PART OF THEIR JOB IS TO LOOK GOOD AND OFTEN WE FIND OURSELVES TRYING TO LIVE UP TO THEIR STANDARDS OF BEAUTY SOME OF WHICH ARE UNREALISTIC.“CHERYL COLE SEEMS TO BE THE DARLING OF THE BEAUTIFUL WORLD AT THE MOMENT. SHE IS AN EXAMPLE OF WHAT ‘BEAUTY’ IN THE WEST COMPRISES OF: SLIM FIGURE, GREAT HAIR, IMMACULATE MAKE-UP, ETC.” “SCARLETT JOHANSEN LOOKS LOVELY, SO MUCH BETTER LOOKING THAN THE GIRLS THAT ARE JUST SKIN AND BONES, AND WHY? BECAUSE SHE LOOKS HEALTHY AND HAPPY THE EPITOME OF NATURAL BEAUTY. I THINK MANY MORE PEOPLE COULD RELATE TO HER RATHER THAN THE SUPER SKINNY CATWALK MODELS.”
THIS DESIGN WAS INSPIRED BY A NATURAL BEAUTY PRODUCT COD LIVER OIL CAPSULE.INSIDE A BIGGER VERSION OF THE TABLET BOTTLE WOULD BE A VARIETY OF BEAUTY SECRETS AND REMEDIES THAT WILL BE FOLDED INTO A CONCERTINA FOLD THEN PLACED WITH IN CAPSULE CONTAINER. I DIDN’T CONTINUE WITH THIS INITIAL DESIGN AS I THOUGHT THE OVERALL CONCEPT APPEARED TO CLINICAL FOR THIS BRIEF, AND WANTED BEAUTY TO REPRESENT A MORE ORGANIC APPROACH.
INITIAL
THE CONCEPT BEHIND THIS IDEA WAS TO USE A FRUIT AS THE STRUCTURE OF A 3D LEAFLET THAT COULD STAY ON THE CLIENTS’ DESK AS A TACTILE PIECE OF DESIGN. THIS IS CASE I HAVE USED THE EXAMPLE OF HALF A LEMON THAT WILL BE SLICED INTO SEVERAL SECTIONS BUT EACH SECTION IS CONNECTED SO AS YOU PULL ONE SLICE THE REST FOLLOW. ON THIS PIECE OF FRUIT I COULD TELL THE STORY USING A COUPLE OF WORDS PER SLICE TO SLOWLY REVEAL THE MESSAGE TO THE CLIENT AND THEREFORE CONTROL THE INTERACTION THEY HAVE THIS THE STRUCTURE, I THOUGHT THIS STRUCTURE WOULD WORK WELL FOR THE BRIEF BUT I’M UNSURE OF HOW TO MAKE IT OR WHAT MATERIALS WOULD BE NEEDED.
IDEAS
INITIAL
WHEN CONSIDERING MY FOCUS ON THE MYTHS THEME I WANTED TO REFLECT THE NOSTALGIC QUALITY BEHIND A LOT OF THE RESPONDENTS STORIES OF THE PASSED DOWN MYTHS IN THEIR FAMILIES.IN THE IMAGE BELOW IS AN INITIAL DESIGN SKETCH OF A LEAFLET FOLD OUT THAT I HAVE REDE-SIGNED TO LOOK LIKE A KITCHEN CUPBOARD ON THE SHELF ARE SOME OF THE NATURAL FOODS ON THE MYTH LIST . I
IDEAS
THIS IDEA WAS INSPIRED MY A DRESSING TABLE WHERE MOST WOMAN FEEL THEY MAKE A TRANSFOR-MATION EVERY MORNING I WANTED TO CREATURE THE VOICE OF THE CONSUMER IN THE REFLECTION OF THE MIRROR AND USING THE 3D POP UP PROD-UCTS ON THE DRESSING TABLE THAT CAN PEELED OFF TO READ WHAT THE RESPONDENT THOUGHT BOUT THE PRODUCT IN THEIR ROUTINE
PROTOTYPES
IN ORDER TO PRODUCE A PIECE THAT WOULD BE VISUALLY ENGAGING AND ALSO GIVE SOME TACTILE RESPONSE I LOOKED INTO USED DIF-FERENT BINDING AND FOLDING METHODS FOR THE INFORMATION LEAFLET I WANT TO PRODUCETHE IMAGES ON THIS PAGE ARE OF A PROTOTYPE OF A FOLD OUT 3D LEAFLET WHICH IS MORE ENGAGING THAN A BASIC FOLD LEAFLET AS IT CHANGES THE DIRECTION OF INFORMATION WITH EACH SQUARE FOLD . THEREFORE EACH SQUARE COULD REPRESENT A
NEW VOICE OF THE RESPONDENT
THIS PROTOTYPE WAS MADE USING AN OLD CD TO GET ITS CIRCULAR SHAPE THEN DIVIDED INTO 3 AREAS AND USING FLEXIBLE BINDING TO HOLD IT TOGETHER AND TO GIVE IT DIFFERENT MOVEMENTS. I THINK THAT THIS PIECE COULD BE USED WELL TO HAVE 3 WAY CONVERSATIONS AS I NOTICED THAT THERE WERE OFTEN TWO DIFFERENT VIEWS ON ONE IMAGE WHEN THE RESPONDENTS WERE INTERACTING. SO ONE SIDE COULD BE AN IMAGE OF A CELEBRITY THE OTHER SIDE COULD BE THE FIRST RESPONDENT DESCRIBING HER AS BEAUTY AND ON THE THIRD SIDE THE SECOND RESPONDENT COULD BE DESCRIBING THE
SAME CELEBRITY AS BEING FAKE OR UNNATURAL
DEVELOPMENT
THESES ILLUSTRATIONS ON THIS PAGE ARE LINKED TO THE THEMES OUTLINED BY FLAMINGO. WITH THE RESTRICTION ON ONLY USING THE IMAGES THAT WERE SHOWN ON THE DAILY BOOTH SITE I DECIDED TO ILLUSTRATE FROM PEOPLE COMMENTS I FEEL THAT THIS WORKS BETTER THAN USING RANDOM IMAGES AS IT HAS THE SAME STYLE AND IS VISU-ALLY UNIFORMED. THE IMAGES WITH THE BLUE BORDER ARE MYTHS AND THE BLACK BORDER IS THE THEME IDOLS
My p
erce
ptio
n of
be
auty
has
a lo
t to
do w
ith ch
arism
a. It
’s le
ss a
bout
hav
ing
the
perfe
ct b
ody o
r fa
ce,
but m
ore
abou
t the
qu
irky l
ittle
det
ails
that
dist
ingu
ish yo
u fro
m so
meo
ne e
lse.
Being beautiful is a radiating glow from inside out. A charm that is contagious
& lifts the mood of others. Being beautiful equals being positive & attractive, inside
& out. It’s showing appreciation and
being appreciative.
I feel beautiful when
getting a tan. I love the w
hole experience of lying in the sun, and going out in
the evenings feeling healthy. The sun
changes my m
ood com
pletely and getting a tan m
akes m
e feel even better
Lots of celebrities are fam
ous for just being beautiful, but lets
face it they have more
time and m
uch more
money on their hands
and therefore can pay people to m
ake them
look more beautiful
I fee
l bea
utifu
l jus
t ha
ving
fun,
trav
ellin
g an
d ex
plor
ing
new
pl
aces
mak
es m
e fe
el
like
mor
e of
a w
ell
roun
ded
pers
on
The older I get the longer my nighttime beauty
regime gets; remove eye make-up, wash
face with gentle cleanser, apply eye
cream and night serum. In my twenties I barely even washed
my face at night. Youth = beauty!
Looking to my Indian heritage, there
seems to be a more honest de!nition
of beauty similar to how women in the 50s were viewed in the West. It is about enhancing natural
attributes rather than camou"aging or
changing.
A lot of the celebrities in the Philippines
(and parts of Asia) like to be “white”, which
is achieved either through make-up or bleaching. They
don’t understand why I choose to stay in
the sun when I’m on holiday there.
NATU
RAL
CHARISMA
YOUT
H
TAN
FAME FUN
POSITIVEWHITE
FINAL DESIGN
Penelope Cruz. Now, she is magnetic, sultry, !ery, and
extremely con!dent. Her personality
shines through and contributes to her
beauty. I want to be her friend and hang
out with her because her !re within seems
contagious
This picture of Dita
Von Teese to me is
beauty. The 40s look is sexy w
ithout trying too hard, just a touch
of red lipstick. Let’s celebrate pale skin!”
Cheryl Cole seems to
be the darling of the beautiful w
orld at the m
oment. She is
an example of w
hat ‘beauty’ in the W
est com
prises of: slim
!gure, great hair, im
maculate m
ake-up, etc.
This
dove
cam
paig
n us
es ‘r
eal’ w
omen
to
repr
esen
t the
ir br
and,
whi
ch I t
hink
w
orks
wel
l. All
the
adve
rtise
men
ts yo
u se
e no
rmal
ly ju
st u
se
airb
rush
ing
fake
hai
r, fa
ke ey
elas
hes,
and
all
that
jazz
. Som
etim
es
it’s r
efre
shin
g to
see
norm
al p
eopl
eI think it’s awful
how magazines can criticise celebrities
for pictures of them wearing no make-up.
It’s good; it makes them seem more like the rest of us. These types of magazines send the message to girls that it’s not
alright to go out
I thi
nk th
e m
ost
beau
tiful
girl
is
Jenn
ifer A
nist
on, s
he
is so
sim
ple
in h
er
styl
e, in
her
mov
ies
she
keep
s her
swee
t pe
rson
ality
. She
’s go
t an
am
azin
g sm
ile
and
an a
maz
ing
!gur
e th
anks
to
Pila
tes c
lass
My whole life I’ve had dark circles under my
eyes and even now, if I don’t use some concealer to cover them, I always get
people asking if I’m tired. It’s a shame
that there aren’t any products that I’ve
found marketed to guys like me.
Scarlett Johansen looks lovely, better
looking than the girls that are just
skin and bones, and why? Because she looks healthy and
happy the epitome of natural beauty.
REAL
SUL
TRY
HEAL
THY
DARLING
CRITICISE
PALE
SWEET
TIRE
D ?
When my mum and grandma
used to tell me to use lemons they were being silly
but I gave into this myth and its now fact. Lemons help to minimize body odour, tone skin so it is even, and deeply cleanses.
Avocado is packed with antioxidants,
not to mention potassium, vitamins
and good fats, avocados are your
best foodie weapon in the !ght against
wrinkles.”
Slice of cucumbers
on your eyes – I’ve heard that if you
su#er from under eye
bags cucumber is the
remedy... I just like
putting it on in general! It feels so refreshing
Grapefruit is not a com
mon fruit but
I like it. When I feel
some extra w
eight on m
y body I eat it. It’s often said that
grapefruit helps boost your m
etabolism
and encourages fat reduction
Many Parisian ladies, in the secrecy of their own
chambers, bind their faces with thin slices
of raw beef or veal. For several years a popular lady used this remedy
to feed the tissues of the face, with remarkable
results.
My favourite things are Jalapenos I put them on anything
and everything. There are so many health
bene!ts with them too, they help with weight
loss, headaches, congestion, high blood
pressure and they contain anti oxidants
just to name a few
I hav
e an
Alo
e ve
ra
plan
t. M
y boy
frien
d’s
Nan
gave
it to
us f
or o
ur
"at.
You
are
supp
osed
to
rip
som
e o#
and
ap-
ply i
t to
your
skin
if yo
u bu
rn yo
urse
lf. Lu
ckily
fo
r me
I hav
en’t
had
to
use
it ye
t!
My g
rand
mot
hers
us
ed to
say t
hat e
atin
g co
d!sh
skin
mak
es yo
ur
boob
s gro
w! I
t’s o
ne o
f th
ose
myt
hs th
at li
ve
insid
e co
mm
uniti
es
and
fam
ilies
and
that
st
uck
with
me
for s
ome
LEM
ON JA
LA
PENO
GRAPEFRUIT
CODFISH
VEAL
CUCUMBER
ALOE VERA
AVO
CADO
FOR MY FINAL PIECE I PRODUCED CHATTERBOXES I THOUGHT THIS WOULD BE A GOOD WAY TO COMMUNICATE THE RESPONDENT VOICE IN A PLAYFUL WAY WHERE YOU CAN GAIN THE MOST INFORMATION AND HAVE A VARIED OPINION ON ONE TOPIC . IT’S A PRATICAL PIECE OF DESIGN AS IT IS SMALL AND EASY TO CARRY AROUND FOR THE PROFESSIONAL IF THEY WANTED TO GIVE IT TO AN ADVERTISING TEAM TO SHOW THEM WHAT PEOPLE THINK ABOUT BEAUTY OR IT COULD BE SOMETHING THEY KEEP TO REMEMBER FLAMINGO FOR FUTURE PROJECTS AS ITS ABOUT THE SAME SIZE AS A BUSINESS CARD WHEN FOLDED FLAT . IF I WERE TO IMPROVE MY FINAL PIECE I WOULD USE A DIFFERENT PAPER MAYBE SOMETHING THAT LOOKS MORE ORGANIC SUCH AS HAND MADE PAPER .