2020
Let's embrace Indian Sign Language (ISL)
Design for awareness
Graphic design
Awareness campaign
PROJECT CONTEXT
Duration -
Role -
Module -
Mentors -
1.5 months (6 weeks)
Student, M.Des. Graphic Design
NID Design Project 1
Dr. Tridha Gajjar (NID)
Dr. Nanki Nath (former NID)
ROLES & RESPONSIBILITIES
Scope of work
Design research, Branding, Awareness campaign merchandise kit design, Publication design
BACKGROUND
Indian Sign Language (ISL) is the primary mode of communication for the Deaf community in India, Pakistan, and Bangladesh. Despite the global recognition of sign languages like ASL, BSL, and Auslan, ISL still struggles to gain similar recognition and societal inclusion in the country with the largest Deaf population in the world. This project aims to raise awareness about ISL, Deaf culture, and the Deaf community through design interventions that are formulated by an extensive design process.
BACKGROUND
Financial Literacy is the understanding of finance-related concepts that enhance an individual's ability to make informed decisions about personal financial goals. In India, a significant portion of the young population lacks this knowledge. When looked into it from a gender perspective, Financial Literacy rates were even lower among women, highlighting a gender-based financial gap in society.
This project identifies Financial Behavior as a crucial life skill that requires awareness and adaptation among women, to help bridge the existing disparity. It considers system-level design interventions, using investigative research methods.
PROJECT CONTEXT
Duration - 1.5 months (6 weeks)
Role - Student, M.Des. Graphic Design
Intent - NID Design Project 1
Guide - Dr. Tridha Gajjar (NID), Dr. Nanki Nath (former NID)
ROLES & RESPONSIBILITIES
Scope of work - Design thinking, Investigative research, User interviews, IDEO's design kit, System design, Gigamap
DESIGN APPROACH
The project's premise was established following an initial round of research. Going forward, the project adhered to a Design Thinking methodology, encompassing the 5 iterative stages of Empathize, Define, Ideate, Prototype, and Test.
EMPATHIZE
Engage with the Deaf community and comprehend the public's perspective of Indian Sign Language (ISL) and Deaf culture.
DEFINE
Based on the findings, selecting a prominent target group to validate the project's direction for an effective design intervention.
IDEATE
The ideations for the project deliverables, done by diverging and then converging process.
PROTOTYPE
Converting the finalised designs to real-time prototypes to analyse the desings for improvement at 1:1 scale.
TEST
Gathering feedback and refining the designs to enhance the designs further with users' inputs.
Let's embrace Indian Sign Language (ISL)
2020
Design for awareness
Graphic design
Awareness campaign
RESEARCH SUMMARY
The comprehensive primary and secondary research provided 2 sets of essential insights on:
1. ISL and Deaf community,
2. ISL and its perception among the hearing community.
Interviews
Online surveys
Empathy mapping
Market research
Learning about ISLRTC
Perceptions mapping
Some of the key findings were:
ISL and the Deaf community
- The Deaf community took pride in using ISL as a language tool.
- They strongly averted practice of lip-reading.
- They encountered communication challenges in public spaces such as hospitals and banks.
ISL and the hearing community
- The majority of the hearing community was unaware of ISL.
- They had many misconceptions about the Deaf community.
- They expressed difficulty and hesitation in connecting with Deaf individuals.
HOW MIGHT WE...
1.
Dilute the communication gap between the Deaf and hearing communities through design intervention
2.
Generate an interest about ISL and encourage learning ISL among the hearing community
3.
Foster system-level change in society by sensitizing the hearing community about the Deaf community's experiences & needs
DESIGN APPROACH
The project's premise was established following an initial round of research. Going forward, the project adhered to a Design Thinking methodology, encompassing the 5 iterative stages of Empathize, Define, Ideate, Prototype, and Test.
EMPATHIZE
Engage with the Deaf community and comprehend the public's perspective of Indian Sign Language (ISL) and Deaf culture.
DEFINE
Based on the findings, selecting a prominent target group to validate the project's direction for an effective design intervention.
IDEATE
The ideations for the project deliverables, done by diverging and then converging process.
PROTOTYPE
Converting the finalised designs to real-time prototypes to analyse the desings for improvement at 1:1 scale.
TEST
Gathering feedback and refining the designs to enhance the designs further with users' inputs.
RESEARCH SUMMARY
The comprehensive primary and secondary research provided 2 sets of essential insights on:
1. ISL and Deaf community,
2. ISL and its perception among the hearing community.
Interviews
Empathy mapping
Online surveys
Perceptions mapping
Market research
Learning about ISLRTC
ISL and the Deaf community
- The Deaf community took pride in using ISL as a language tool.
- They strongly averted practice of lip-reading.
- They encountered communication challenges in public spaces such as hospitals and banks.
ISL and the hearing community
- The majority of the hearing community was unaware of ISL.
- They had many misconceptions about the Deaf community.
- They expressed difficulty and hesitation in connecting with Deaf individuals.
1.
Dilute the communication gap between the Deaf and hearing communities through design intervention
2.
Generate an interest about ISL and encourage learning ISL among the hearing community
3.
Foster system-level change in society by sensitizing the hearing community about the Deaf community's experiences & needs
HOW MIGHT WE..
KEY FINDINGS
DESIGN BRIEF FORMULATED
To design an ISL awareness kit with an absorbing brand identity. The kit will consist of research-validated articles to cultivate awareness, interest, and empathy.
DESIGN INTERVENTIONS
The ISL awareness kit is conceptualized with articles aimed at promoting awareness, enhancing interest, and motivating hands-on practice of ISL within the target audience.
Deliverables :
- Branding design for the awareness kit
- Merchandise design with creative goodies, T-shirt, stickers, tote bag, postcards, an infographic on Deaf culture
- A graphic publication on learning how to sign common phrases and conversation starters
BRANDING DESIGN
The design goal was to communicate the message of Sign Language inclusion. The design approach highlighted key concepts like visual appeal, element familiarity, emotional connection, and a distinct yet inclusive identity.
TAGLINE
The tagline should convey an urgent, positive call to action to raise awareness about ISL. When initiating an activity in a group or persuading others to join us, the phrase often begins with "Let's ____."
LETS
Learn . Embrace . Teach . Sign
#263A7A
BLUE
The color of communication, stability, integrity and responsibility
TYPEFACE
Novel Display Semi bold
The design method adopted was, merging the two elements to form a unified identity while preserving their characteristics.
Wordmark
Object-letter integration
Embracing
Easy to relate
Wordmark
Object-letter integration
Embracing
Easy to relate
PRINT MERCHANDISE DESIGNS
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PRINT MERCHANDISE DESIGNS
GRAPHIC PUBLICATION ON HOW TO SIGN
This publication is purposefully crafted to educate individuals about Deaf culture and provide them with basic sign language for everyday words and phrases. The plan is to expand this series into multiple editions, starting with this inaugural volume zero.
GRAPHIC PUBLICATION ON HOW TO SIGN
This publication is purposefully crafted to educate individuals about Deaf culture and provide them with basic sign language for everyday words and phrases. The plan is to expand this series into multiple editions, starting with this inaugural volume zero.
TAKEAWAYS
- Learning about the Deaf culture, the Deaf community, and Indian Sign Language unlocking a new perspective.
- Gaining insights into society's perspectives, misconceptions, and biases regarding the Deaf community.
- An unwavering dedication to prioritizing target user needs, that led to the development of effective solutions.
- Effectively managing uncertainties of remote work and applying the concept of resilience.
TAKEAWAYS
- Efficiently absorbing and managing business requirements and expectations.
- Exhibiting active collaboration and effective communication with cross-functional teams, to achieve project milestones.
- Planning and executing design sprints following agile methodology.
- The pinnacle of this project experience is achieving a balance between user-focused designs and the business's vision.
- Learning about the Deaf culture, the Deaf community, and Indian Sign Language unlocking a new perspective.
- Gaining insights into society's perspectives, misconceptions, and biases regarding the Deaf community.
- An unwavering dedication to prioritizing target user needs, that led to the development of effective solutions.
- Effectively managing uncertainties of remote work and applying the concept of resilience.