PlayLab: Part 1

What are all the Research Methods that I can think of?

The workshop kicked off with everyone compiling a comprehensive list of both primary and secondary research methods, all in one place. This resulted in an extensive repository containing various techniques we have utilised or could use in the future.

This was followed by filtering out the visual research methods.

The starting point was the circle, my assigned shape, and the London Underground logo, which my shape buddy, Mira, and I chose to serve as our compositional reference. Using the tools of photography and AI, we used Adobe Firefly to generate a series of designs, incorporating circles found in our immediate environment as style references. To spice things up, I used circular objects made from various materials, resulting in a diverse collection of visually interesting compositions.

Seeing the unexpectedly good compositions, inspired by different materials made me realise that they could serve as the starting point for a brand’s visual identity. For example, these metallic circles, with their sleek and modern aesthetic would be well-suited for a watch brand.

What are the creative ways of representing a circle?

We then hit the library to explore books from various fields to find all the instances where a circle can be spotted. I got to analyse the themes and patterns they represented and derive a unique fact about the circle.

How can I design my own Primary Research Methods?

This process started with framing and defining the research question: “How can I develop innovative research methods to convey a meaning beyond the circle?“

This involved conducting a series of experiments using our research methods to discover something unique about our shape. We dived into shapes and sensory associations, keeping as our prime focus.

Method 1: Shapes & Colour Associations 

This experiment was about finding out whether people associate shapes with certain colours – for ex: Triangles with the colour green and so on. This was a visual survey research method that involved the participants matching the three main shapes- circle, triangle and square with the colours of the rainbow. It was conducted on 10 students from LCC.
I hoped it could give us insights specific to the thinking of design students as well. Although the results were ambiguous, I gained an insight into how people connect shapes with colours.

When prompted to explain their reason behind choosing certain colours for a specific shape, they mentioned that –

A Circle makes me think of movement, and movement makes me think of the colour Red”

It was fascinating to observe how people linked specific emotions and actions with a shape, and then connected these with the emotions that a colour invokes, all based on their past experiences with the shape and colour. So, while I could state that “Many people associate a circle with the sensation of completeness and perceive it as something serene, and therefore connect it with the colour green,” it’s also important to note that this is a highly personal experience for each individual.

Method 2: Shapes & Sound Associations

This was a fun research method that involved asking the participants to listen to different types of sounds – the sound of a dog, a bird, a frog, a whale and insects.

I had assumed that people would choose a circle to represent sounds like that of a dog, especially if they liked dogs since it evokes a positive feeling. However, I noticed that people chose shapes based not only on the feeling but also on the pitch of the sounds. For example, a high-pitched barking sound from a puppy was not seen as cute, but rather as a troubled sound. As a result, some people chose a triangle because of its sharp angles. I got to understand the thought process that goes into associating shapes and sounds and how this information can be leveraged in branding.

Method 3: Shapes & Visual Weight

In this research, participants were shown two sets of shape patterns for only 5 seconds and asked to identify the most recurring shape in each pattern. For the first pattern, many participants said circle, while some also said triangles. However, for the second pattern, almost everyone said square, likely because the size of the square was the same as the other shapes.

As designers, we understand the concept of visual weight, similar to adjusting the size of certain letters in typography to prevent them from dominating the text. These research findings highlight the importance of considering visual weight when designing with shapes. If all shapes are intended to have equal emphasis, it may be necessary to make slight adjustments to their size or placement to prevent any bias in perception.

How to Make a Map?

For this exercise, we were asked to recreate the map of the area in and around LCC, but with a twist- not on paper, but within the classroom as a whole. As someone who has trouble with directions and maps in general, I was not sure how I would go about doing this. But, it turned out to be one of the best activities till now!

We were divided into teams like – The Road team, LCC team, Elephant & Castle and Elephant Park, which happened to be my team. At first, there was confusion and chaos, but once I interacted with the other teams and started to look at things relatively, the process was smooth and fun. 

After that, we were asked to use colour-coded sticky notes (Pink – Fail; Yellow – Pass; Green – Good) to mark where we conducted our research. This allowed us to reflect on the outcomes of the day. Although many experiments didn’t yield conclusive results, they helped me break free from the conventional thought process of conducting experiments and opened up new possibilities in my mind.