Tuesday, 29 November 2016

practical / primary research / booklets

To gain a better understanding of the way children decide on a product its essential to conduct primary research. The research is based around what colours and typefaces children prefer. Children will be presented with a choice of three booklets with different cover designs - the only variables on the cover will be the colours and typeface choices.



The neutral option is the yellow booklet. This book needs to still stand out to the children between the pink and blue, so it was created with a bright background. The blue booklet is stereotypically aimed at boys with a dark blue background and sturdy typeface. The pink booklet is stereotypically aimed at girls with a more delicate typeface and pastel colours. 

The research will determine which approach is most popular for children based on the cover of the booklets. 


Monday, 28 November 2016

practical / plan

The practical element of the project will aim to discover whether graphic design for children needs to be gendered to be successful. As discovered in the primary research conducted for the essay, pink and blue still dominate between boys and girls as their favourite colour in general.

A preliminary investigation will take place to generate further evidence of the popularity of pink and blue, though a third choice will be given to the children. This aims to see whether when presented with another option, children will still choose their gender-specific colours. The research will take place in observational form. The children will be given a choice of three small booklets and their reactions will be observed.

The variables in the preliminary booklet are the colour and typeface choices. The content of the booklet is the same for each.

The most popular approach will be noted and a final design will be produced taking techniques (colours, typeface) from either the gendered, or ungendered booklet. A new children's brand will be created featuring logo, brand guidelines and a range of products.

Sunday, 27 November 2016

primary research / results

The primary research undertaken was a sample of 29 girls and 41 boys. The results from the research are presented in the following graphs.

1. What is your favourite colour?


2. Do you prefer pink or blue?


3. Which typeface do you prefer?



5. Which picture do you like the best? 


6. Which picture do you like the best?




Conclusions:
  • Pink and blue dominate between boys and girls even when other colours are available.
  • Boys like blue and girls like pink.
  • There was a larger range of colours between the boys than the girls. 
  • Girls prefer brighter, lighter colours. Boys prefer darker colours. 
  • Impact was the most popular typeface between both boys and girls, though was the clear winner for the boys. Comic Sans and Apple chancery were joint 2nd for the girls, showing they can be more flexible on the typeface choice.
  • Children preferred the cartoon style image of their own gender. Very few chose the opposite gender. They associate with their own gender the most. 
  • Between the boys, the most popular magazine was Kick, but Okido came a close 2nd. This could be because of the use of blue. Kick could have been most popular due the busy layout and dynamic typography. 
  • Between the girls, Storytime was the clear winner. The delicate typeface and use of pink, nature and animals could have persuaded them. 

Friday, 25 November 2016

timeplan / week 8

Aims
Begin Chapter 2

Achieved 
Chapter 2 is well under way. This week I have been focussing on creating a booklet that will be taken into Casterton Primary school to conduct primary research. This will help with my essay and practical element to understand what children prefer when it comes to design (gendered or gender neutral).

Monday, 21 November 2016

primary research / booklet

As the audience is 3-5 year olds, the method of gathering information needs to be simple and effective. I decided on creating a booklet for the children to fill out that includes an easy to read typeface and simple vocabulary. This also means the children can fill out the booklet without me being there, so they won't be daunted by an unfamiliar presence and can be assisted by teachers if needed. The questions will help determine what aspects of graphic design are most effective for each gender.

The cover page just includes the simple information that is needed for the questionnaire.

The first question asks the children what their favourite colour is. This information is important as children like more than just pink or blue. It will be interesting to see if there is any correlation between whether children who choose pink in the next question, for example, have a similar favourite colour.

I would like to know why children would choose pink over blue, or blue over pink. As they are very young they may only give very simple answers, though these are usually truthful ones.


The next question gives the children a choice of typefaces. I have chosen 2 stereotypically 'girly', neutral and 'boyish' typefaces for them to choose from. Again, it will be interesting to see whether there is a correlation between their gender and the typeface they have chosen.

On the opposite page the children are asked to circle words that describe their chosen typeface. I would like to find out whether they are associating their chosen typeface with existing gender stereotypes. Words like 'pretty', 'girly', 'strong' and 'boyish' have been included specifically to understand this.

This question is to determine whether the children can relate to their own gender, and whether they prefer being presented as a 'real life' human or in an illustrated way.

The final page shows children a selection of magazine covers. This will determine what layout and presentation is most successful with children. There are two more neutral magazines, dot and okido, and then covers that would more likely appeal to girls, storytime, and boys, kick.

Saturday, 19 November 2016

practical / initial ideas

For the practical element of the module, the direction of the project points towards having an interactive practical that produces synthesis from the content of the research project.

Initial ideas and concerns for the practical include:
  • Target audience - children or parents?
  • Create a game for children where gender is irrelevant 
  • A gender neutral piece of design for children - make note of whether they want to still interact with the design.
These ideas will be discussed with Simon in the 3rd tutorial. 

Friday, 18 November 2016

timeplan / week 7

Aims
Attend tutorial 3 and organise primary research

Achieved
This week I have made a lot of progress with planning my primary research. I have chosen a methodology and planned what questions I want to ask the children. My tutorial was positive and has helped me link the research and practical together.

Thursday, 17 November 2016

primary research / planning

Ahead of the 3rd tutorial I've began planning my primary research.  The research will be conducted at Casterton Primary School where the head teacher has agreed to let me send in a questionnaire for the younger students to take part. As my target age range is 3-5 year olds, the questions need to be suitable enough for them to understand yet not be leading.

I spoke to teaching assistant Annette Buxton to get a better idea of how to phrase the questions. She said to say things such as: 'which one do you like the best?' and instead of saying 'typeface', the question could say ‘writing'.

Potential Questions
I would need to firstly find out the age and gender of the child. This could be on the first page of the booklet. This is to easily make correlations between the results and see how boys and girls differ in their responses. 

  • What is your favourite colour?
  • Which layout do you like the best? (provided examples)
  • Which typeface do you like the best? (provided examples) 
  • Do you prefer pink or blue? why?



What I hope to gain from this primary research is an understanding of how children react to certain colours, typefaces and graphical styles/layouts within products in regards to gender. For example, I will show them a range of typefaces varying in style and ask them to choose their favourite. Then, I will ask the children to describe the typeface they have chosen. E.g. Impact is strong, bold and sturdy, where as Edwardian Script is delicate, dainty and girly. Hopefully this will give me an insight into what children think today about gender and how boys and girls differ within their mindset.

tutorial 3

In preparation to the 3rd tutorial, I sent Simon a copy of the progress I have made in Chapter 2. This chapter starts to explore the attitudes towards colour and the general view that pink is for girls and blue is for boys, and begins to discuss specific brands that are aimed at children.

The feedback from this was largely positive and that the essay focus is in the right direction. The only issues were with style of writing in some paragraphs, and referencing.



I also discussed primary research ideas, which so far consist of:



The results of the primary research will also be discussed in chapter two, looking at what design styles children like the best regarding their gender. The feedback on these questions were positive, and only to include more typeface choices and a question asking whether children can identify with their own gender.

The practical feedback was also very useful. The idea of creating a gender neutral design was interesting, but it also needed substance. I suggested to design a preliminary experiment to the practical to see which approach would be the most successful. 3 small booklets would be produced, a pink "girly" one, a blue "boyish" one, and a gender neutral one, and would be presented to a selection of children. Their reactions to the booklets would be observed, and they will be told that they are allowed to choose one booklet to keep.

The results of the experiment will determine the rest of the practical design; if the children favour the neutral booklet I will continue this design process forward and create a neutral brand for children, and if they favour the gendered booklets, I will create a gendered brand for children.

Wednesday, 16 November 2016

primary research / choosing a methodology

Types of research:
It is essential to choose the correct methodology when carrying out primary research. There is a range of approaches I could take, though not all would be appropriate for the project or my target audience.

Questionnaire
A questionnaire is an effective way of getting large amounts of data in a short amount of time. They are also effective as they are anonymous and the children won't feel pressured under the influence of a stranger. The questionnaire can take place in class in a familliar setting with the assistance of a teacher. The negatives to the questionnnaire are that I will not be present to give assistance or answer any questions. I will not be able to decide the ways in which the questionnaire is completed, e.g. individually or in a group. This may cause children to copy eachothers answers if they are allowed to discuss with their friends.

Interviews
Interviewing children will require me to get a DBS check and permission from the school and parents. This could be a lengthy process, though it could be beneficial. Interviewing children will allow me to see their responses and note their tone of voice, which cannot be achieved by a questionnaire. The children could become shy talking to a stranger and this may hinder the authenticity of their answers.

Observations
Observing children in a natural setting in their responses to design could give interesting results, though this may prove difficult within the school. Children may act differently when they know they're being watched, and there are a lot of different variables to an observation.

I have decided to do a questionnaire as it is quick, easy to gather large amounts of data and given my audience it could be difficult to get proper access to the children to conduct an interview. They might even become shy around strangers and this could affect their answers.

An ethics form must also be completed to ensure the study is within the guidelines. Evidence of completion is shown below:


Friday, 11 November 2016

timeplan / week 6

Aims
To begin planning the practical element

Achieve 
Unfortunately this week I haven't been able to stick with the time plan. I have made more progress with my essay (Chapter 2) which I will be taking to the next tutorial.

Friday, 4 November 2016

timeplan / week 5

Aims
Attend tutorial 2 and get feedback on chapter 1

Achieved 
This week I have attended my 2nd tutorial and gained some good feedback on my project. I am on track so far, and the next stage is to begin planning the practical element and primary research.

Thursday, 3 November 2016

tutorial 2

Before the second tutorial I sent over what I had written so far for Chapter 1. It is still rough and needs fleshing out but it is a good place to get some feedback.

Chapter One
Gender is a key aspect to our identity and it influences heavily on how we perceive others. Before we notice anything else about a person, their gender is something we always want to be aware of (Golombock, Fivush 1990). When we are unsure of a persons gender, or a person strays from the social norms associated with gender, this can make us uncomfortable. ‘The rules of social order are in our heads and we find it difficult to stray from them, and people can be shocked when seemingly minor social expectations are not adhered to. In the case of gender - a schoolboy goes to school wearing eyeliner and a dash of lipstick, the shockwaves - communicated through the conventions of punishment and teasing - can be powerful.’ (Gauntlett 2008). 

Stereotypes of gender are ingrained into children from very early development. At around the age of 2-years-old, children can identify themselves and others as male or female, and begin to associate particular behaviours and traits with either gender. Between the ages of 3 and 6, the stereotypes that surround children and gender are extremely rigid, even more-so than the stereotypes surrounding adults. These children not only know their assigned-gender stereotypes, but believe them to be true. (Golombock, Fuvish 1990). Children apply much more strict stereotypes to those of a similar age range than to adults. From this experiment, it is clear that children have a more uncompromising attitude towards gender; ‘‘When pictures of adults were used, children at all ages were more likely to say that both males and females could engage in that behaviour when pictures of children were used.’ (Golombock, Fivush 1990). Woodward points out that this is because children have a more naïve attitude towards gender which is very inflexible. ‘Children develop such rigid gender categories in their search for certainty about gender. These categories are essentialist, having a simple in-group and out-group distinction that children use for understanding masculinity and femininity, and for defining their own gender identity.’ (Woodward, 2004). 

It is difficult to know whether parents stereotype their children due to pre-existing stereotypes of gender, or whether they are reacting to actual differences between boys and girls. The ‘Baby X’ study, first conducted by Seavey, Katz and Zalk (1975).  The experiment took place to see how adults react to a young infant in neutral coloured clothing when being told information about their gender. One third were told the infant was male, one third was told the infant was female and one third was given no information regarding the gender of the infant. A selection of toys were available in this particular experiment: a small rubber football (male gender-type toy), a Raggedy Ann doll (female gender-type toy) and a plastic ring (gender-neutral toy). The groups were asked to comment on the behaviour of the infant and the results were particularly interesting. When the baby was labelled female, the adults were more likely to give the infant the doll to play with. When the baby was labelled male, the subjects tended to use the gender-neutral toy more than the football or the doll. The subjects in the no-gender group were asked whether the child was male or female and made quite spontaneous assumptions based upon physical attributes. E.g. The child is a boy because of his strong grip and lack of hair, or the infant is a girl because of her softness and fragility. (Golombock, Fivush 1990). This was the same child, hence no difference between very young infants is noticeable. The results from this experiment show how the ingrained stereotypes between boys and girls cause an assumption on types behaviour even when that behaviour isn’t any different.

Through social learning theory, we believe that behaviour is obtained through modelling and reinforcement. Reinforcement is based on the idea that behaviour can be altered through consequence. If a child believes what they are doing will grant them a positive response, it is more likely to be repeated. This is the same for no or negative responses as the behaviour is less likely to be repeated. ‘The consequences for children of various behaviours depend on their sex; girls for example will generally receive a much more favourable response than boys for playing with dolls, and boys more often than girls play with cars and trucks.’ (Golomock, Fivush 1990). 

Modelling is where children gain an understanding of the male and female sex role behaviour through observational learning. Children are more likely to imitate models of the same sex as themselves, as this is expected to yield more favourable consequences. Children realise that specific behaviour is considered appropriate for their gender. This can be found within something as simple as choosing a favourite colour; girls are more likely to pick traditionally feminine colours such as pink or purple where as boys are more likely to pick a more masculine, dark colour such as blue or green. ‘For example, Fagot (1978) studied children aged 20-24 months in American homes. She found that girls were encouraged by their parents to dance, dress up, follow them around and play with dolls, but were discouraged from jumping and climbing; boys, however, were encouraged to play with blocks and trucks but discouraged from playing with dolls or seeking help.’ (Smith, Cowie, Blades 2011).

Feedback
The feedback was largely positive with just minor tweaks to the referencing to attend to. The content is heading in the right direction and laying suitable foundations of knowledge for later chapters. It was also advised to look into the idea of gender as a construct to be explored within further chapters. For the next tutorial I need to mostly finish Chapter 1 and start looking into my primary research and what I'm going to ask the children.