INTERCULTURAL DESIGN TASK 1 - PROPOSAL

 07/02/2025 - 21/02/2025 (Week 1 - Week 3)

Samantha Jizan Amrullah 0375606
Intercultural Design / Bachelors of Design (Honors) in Creative Media / Taylor's University

Project 1: Proposal

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LECTURES

Lecture 1: Culture & Design

Visuals are powerful persuasive medium that tell and provide information about the world. It is apparent that humans can process information faster through visuals and imagery rather than text and words. This is proven from the fact that 40% of people respond more to visuals than text. Also, 90% of information transmitted to the brain in the form of visuals and visuals are processed 60.000 times faster than text.

In a nutshell, visual is everything that can be seen by the human eye. This definition is wide, all-inclusive to nature. However, nature is not culture, except when there is meaning and representation attached by humans.

Fig 1.1, Visuals without and with meaning and representation

Awareness of cultural nuances, symbolisms and context are needed to create designs that can speak and resonate to audience from different interest and backgrounds. By understanding the importance of a graphic in its cultural studies, philosophies, sociology, and origin history, we can decide and tell the cultural & political sphere where the elements reside.

Fig 1.2, Design significance

Fig. 1.3, Design System

Project 1: Proposal

We were tasked with developing an idea proposal based on the general theme of everyday design, combined with elements from any country's culture. 

During the first week, Mr. Asrizal instructed us to form a team and begin working on a proposal aligned with this theme. 

Initially, we brainstormed two concepts: one was a calendar inspired by Malaysian culture, and the other focused on creating new, more recognizable symbols to enhance public signage in Indonesia. 

Fig. 3.1, left: Calendar; right: 'Belok Kiri Jalan Terus' traffic sign in Indonesia

 After further careful consideration, our team chose the latter. We decided to explore Indonesia's traffic and driving culture in depth, aiming to design new, intuitive signage that could be implemented on a national scale.  

Before proceeding with the development of our proposal, we agreed as a team that each member would contribute by creating at least two preliminary sketches of our own signs; illustrating possible designs for our signage concept. These sketches would serve as visual references to support our rationale, help explore different design possibilities, and provide a foundation for further discussion and refinement of our concept.

Here are my initial sketches:

Fig. 3.2, Initial individual pictogram sketches and rationale 

Below is our team's compiled ideas (initial sketches) as a whole:

Fig. 3.3, Whole group's initial pictogram sketches 

We were told to develop a 200-word rationale to refine our ideas before proceeding further.

Here is our 200-word rationale:

We chose the "Belok Kiri Jalan Terus" (Turn Left, Continue Straight) sign as the focus of our project, as it significantly contributes to traffic congestion and poor driving habits in densely populated areas like Indonesia. In these regions, traffic has evolved into a cultural phenomenon, where chaotic road conditions and a general disregard for signage have become everyday norms. Our project aims to address this issue by combining both qualitative and quantitative research to analyze the influence of road signage on driver behavior. Recognizing that driving habits have developed into a culture of their own, we examined how and why these behaviors have become embedded in daily life.

Through our research, we identified that text-based road signs are one of the main contributors to miscommunication on the road. As a result, we aim to reduce traffic congestion by implementing clearer, pictogram-based signs that communicate meaning through simplified shapes. These designs are inspired by existing traffic signs and lights but modified to enhance visibility, recognizability, and intuitive understanding from a distance. We made careful adjustments to ensure that the shapes are not overly foreign but still distinct enough to be immediately recognizable. Ultimately, our goal is to create safer and more efficient traffic flow nationwide.

In summary, our project focuses on redesigning the "Belok Kiri Jalan Terus" (Turn Left, Continue Straight) sign, which contributes to traffic congestion and poor driving behavior in Indonesia. By replacing text-based signs with clearer pictogram-based designs, our project aims to enhance visibility, improve driver comprehension, and promote safer, more efficient traffic flow across the country.

To make the information easier to present, we created a PowerPoint presentation for our final proposal, as instructed. It includes our initial ideas, background research, as well as key sections such as the introduction, objectives, and rationale to clearly communicate the purpose and direction of our project. 

Below is the PDF of our final proposal:

Fig. 3.4, Final Proposal (PDF) 

Click here to access the slides from Canva.

To help you further understand our proposal, we have created a presentation video; delivering our ideas and plans for this project thoughtfully. 

Here is our presentation video:

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REFLECTION