Reading #5: Directed storytelling

In the Directed storytelling article, I think that author is true about that a design should add meaning rather than bragging about the product or even telling how to use. An effective ad, not only communicates the message but is also retained in audiences mind. They are able to touch the soft point and simultaneously add another level of meaning to the product/ service.

The above poster resonates viewer's mind, because the message and the image is so powerful that it communicates the effects of Climate Change and the urgency to take actions.

Another point that the author well made was the understanding the audience by trying to adopt it or be part of it. There are always hidden cues in every demographic or culture, knowing them well is very important for its effectiveness. Following are the ads for Simyo mobile company, all aimed at the gay community in Spain-

I dropped my mobile…will you pick it up for me?” (Referring to the phone’s portability.)

“No ties. Today with you, tomorrow we’ll see.” (Because the company doesn’t require a contract.)

“I want my number to end in 5.” (According to Miguel, this “comes from a vulgar

Spanish saying that connects the sound of ‘cinco’ [five] to anal sex”; the phrase

refers to the chance to pick your own phone number.)

The above process of data collection is very time consuming as well as costly, hence for a small scale designer, it would be more easy to gather data directly from asking his target audience. This process is called "Directed storytelling", where the leader asks few questions to encourage the speaker to talk about his/her experiences and then data collected is analyzed to generate ideas and concepts for the design. 

I am going to incorporate this kind of research for making my thesis project, the where my audience- Indian origin parents living abroad- are going to asked questions like;

- What websites they visit for teaching their kids Indian literature?

- What do they like in them and why?

- What don't they like in them and why?

- What information they would like it to have?

- What are the activities they do with their children, relating to art & craft?

- How do they teach about Indian literature/culture to their kid/s?

- What kind of activities kids enjoy the most?

The research for my project is going to be in a very informal setting, so that the participants are relaxed are able to narrate their personal experiences. Till now I've been able to interview only 5 Indian mothers in America, and I'm able to some similar picture, but I'll wait for the whole process to be complete and then analyze and incorporate those concepts to the project.