1. RESEARCH QUESTION
Masculinity in packaging design.
2. RATIONALE (Why do you want to research this topic? What impact will this have on your practice?)
Packaging is my main area of interest within graphic design and I am also very interested in the idea of masculinity, what it means, what it's made of etc. In my previous COP essays I have looked at consumerism, the way things are branded and how packaging can influence our decisions. I think it would be beneficial to my practice to focus on masculinity within packaging design, and I feel it would help deepen my knowledge and understanding of packaging design from a different angle.
3. CONTEXTS (What are the immediate contexts in which your theoretical and practical research will be situated? Political? Social? Technological? Aesthetic? Cultural?)
Social - how masculine products are perceived by society.
Cultural - does this differ in different cultures?
Aesthetic - key factors in masculine design.
4. THEORETICAL APPROACH (Identify no more than two potential theories that will help structure your research – must be appropriate to the theme/question)
Masculine products are always designed in a certain way - is this true? Why is this? Gender ideals etc.
4. THEORETICAL APPROACH (Identify no more than two potential theories that will help structure your research – must be appropriate to the theme/question)
Masculine products are always designed in a certain way - is this true? Why is this? Gender ideals etc.
5. METHODS (Secondary: theorisation, semiotic analysis, textual analysis, content analysis, discourse analysis / Primary: surveys, interviews, focus groups, observations
Content analysis of men's material - magazines, websites etc.
Surveys on products attractive to men.
Observations of packaging and it's aesthetics.
6. PRACTICAL OUTCOME (what do you plan to produce/develop?)
Potentially challenging the norms in masculine design? Creating something different to the usual. OR creating the 'epitome' of masculine design - ideal masculine product.
7. RESOURCES (what resources will you need to access?)
Shops - access market, see products in flesh.
Library - reading on masculinity and masculine related theories.
Men! - get opinions from gender point of view.
8. SUMMER READING LIST (find 5 books that you will endeavour to read in preparation for CoP3 - related to either 3 or 4 above)
8. SUMMER READING LIST (find 5 books that you will endeavour to read in preparation for CoP3 - related to either 3 or 4 above)
The Descent of Man - Grayson Perry
Man Up - Jack Urwin
I Am Sorry to Think I Have Raised a Timid Son - Kent Russell
Men in The Mirror - Tim Edwards
Gender and Culture - Rosa Mayreder
9. TIME MANAGEMENT (Plan of actions from now until 14th Dec 2018)
Beginning of summer - properly refine research question
Summer holidays - reading, research, gathering resources
September - analyse research and start piecing together
October - essay writing and refining, practical planning
November - start practical
December - finalize and hand in
TITLE
Challenging masculine norms in packaging.
OUTLINE OF THE BRIEF
Create a mens product that is branded in a way that is opposite to the norms / or rebrand a manly packaging as more femine. Make a mans product appeal to a woman?
BACKGROUND
Men's product market - food or personal care
Trends in aesthetics
DELIVERABLES
1 or multiple products (range)
MANDATORY REQUIREMENTS
DELIVERABLES
1 or multiple products (range)
MANDATORY REQUIREMENTS
Printed outcomes
Design boards x 6
Evaluation
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