INTERCULTURAL DESIGN TASK 2

22/02/2025 - 07/03/2025 (Week 4 - Week 5)

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

Project 2: Data Collection

LECTURES

There were no lectures during Data Collection week.

INSTRUCTIONS

TASK

Project 2: Data Collection

During these weeks, we were assigned to collect data and do further research and analyzation for our project that is relevant to our chosen theme.

Because we were told to create informational TikTok videos later on, we have decided to explore the basic knowledge of traffic signs in general and then plan out both a qualitative and a quantitative research regarding our topic. For the background research, we explored the history of traffic signs and how they are made.

A. BACKGROUND RESEARCH

Fig. 3.1, Text-based traffic signs

Traffic congestion isn’t just about bad driving, it’s also about how we interpret road signs.Sometimes they are not as effective as they should have been.

Historically, traffic signs have existed for centuries. In Ancient Rome, milestone markers were placed along roads to guide travelers. These were the earliest road signs. But the real transformation came with automobiles. As cars became more common, standardized traffic signs became a necessity. In 1949, the Geneva Convention helped create international road sign standards, prioritizing symbols over text for universal understanding.

Fig. 3.2, Ancient Rome's milestone markers

Studies show that 90% of information processed by the brain is visual, and visuals are recognized 60,000 times faster than text. Traffic signs are a vital part of road safety, but how is it instinctively understood regardless of language is due to the study of semiotics. Semiotics is the study of signs and symbols and how they create meaning. It plays a crucial role in design, advertising, and, most importantly, traffic sign communication.

Fig. 3.3, Human's visual recognition

Traffic signs are designed for instant recognition. Instead of relying on text, they use color, shape, and symbols to convey information efficiently.

However, text-based traffic signs can create challenges. For example, the Indonesian sign “Belok Kiri Jalan Terus” (Turn Left, Continue Straight) relies entirely on language, which can be problematic for:

1. Fast-moving drivers who have little time to read.
2. Foreign visitors unfamiliar with the language.
3. Cognitive overload, making processing slower.

Symbol-based designs are a more effective way to communicate towards drivers, such as:

1. Arrows replace text for immediate understanding.
2. Color coding removes ambiguity.
3. Minimal text improves visibility and processing speed.

Semiotics in traffic design isn’t just about efficiency, it’s about road safety. By refining traffic signs, we create a safer, more accessible driving experience for everyone. Which is why a visualization of the “Belok Kiri Jalan Terus” sign would be an improvement on our everyday life, as it is an everyday design.

For example, the STOP sign is an octagon—its unique shape demands attention. Combined with the color red, which signals urgency, it ensures an immediate reaction before the driver even reads the word 'STOP.'

Different shapes and colors have distinct meanings:

Fig. 3.4, The meaning to traffic sign colors

- Yellow = Warning

- Blue = Information
- Red = Mandatory Action

This system ensures that even in low visibility, drivers can recognize a sign’s meaning at a glance.

But despite these advancements, some traffic signs remain unclear or inconsistent, contributing to congestion and unsafe driving behaviors. The commonly used text signs such as “belok kiri jalan terus” continues to be confusing for many.

The improvement of road signs could involve more intuitive designs, better visibility, and even digital adaptability.

After going through the background research of this project, we proceed on to the next step, which is data collection from outside sources, which includes interviews and surveys. For the interview, we decided to ask several questions to a set of students regarding the topic of traffic. Moreover, we also interviewed an expert to give insight on this as well. The expert we interviewed is a driving instructor that is extremely knowledgeable on traffic signs which would help greatly for us to proceed with the project.

B. ONLINE SURVEY

Questions:

1. Which country are you from?
2. Are you a driver? Do you have a drivers license?
3. Do you have these signs in your country?
4. Can you effortlessly tell what these signs are saying if you read it from afar?
5. Do you think humans process images faster than text?
6. If pictogram signs were applied in exchange of text signs, will it be more recognizable and easier for you as a driver to recognize?

Fig. 3.5, Survey question and answer 1

Fig. 3.6, Survey question and answer 2

Fig. 3.7, Survey question and answer 3

Fig. 3.8, Survey question and answer 4

Fig. 3.9, Survey question and answer 5

Fig. 3.10, Survey question and answer 6

C. INTERVIEWS

Questions:

1. Who am I here with? And where do you come from?
2. Do you have road problems in your country?
3. Are you familiar with these signs?
4. Do you think these signs tend to cause problems at the roads?
5. Would you prefer these signs better? (Showing our pictogram-based design)

Key takeaways of the interview:

1. Most of the people that we have interviewed has a driving license, and most of them understood road conditions very well.
2. Major issues that causes a lot of accidents on roads tend to be traffic jams and bumpy concrete.
3. All of the people that we have interviewed view the text-based traffic sign that we showed as an issue.
4. All of the interviewees agreed that pictogram-based designs for traffic signage will be a better alternative.

Below is the PDF file of our Data Collection Powerpoint Slides:

Fig. 3.11, Data Collection Presentation Slides (PDF)

Presentation Video:

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SAMANTHA JIZAN AMRULLAH