UntitledDepartment of Science and Technology Institutionen för teknik och naturvetenskap Linköping University Linköpings universitet
gnipökrroN 47 106 nedewS ,gnipökrroN 47 106-ES
LiU-ITN-TEK-G--16/055--SE
Det här är inte en porslinssvan - Ett grafiskt kampanjkoncept för second hand-butiker med
välgörenhetssyfte Veronica S Eksmo
2016-06-10
LiU-ITN-TEK-G--16/055--SE
Det här är inte en porslinssvan - Ett grafiskt kampanjkoncept för second hand-butiker med
välgörenhetssyfte Examensarbete utfört i Grafisk design och kommunikation
vid Tekniska högskolan vid Linköpings universitet
Veronica S Eksmo Karin Götestrand
Handledare Jonas Löwgren Examinator Niklas Rönnberg
Norrköping 2016-06-10
Upphovsrätt
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© Veronica S Eksmo, Karin Götestrand
Sammanfattning
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@vg Vii WZhkVgV [dgh`c^c¥h[gs¥Vc ]Vg [dgh`c^c¥ ¥Zcdb YZh^¥c Vckrcih* N^Y^¥VgZ [dgh`c^c¥ dX] Zc [vghijY^Z ]Vg aZ¥Vi i^aa ¥gjcY [vg YZh^¥cVgWZiZi ¥Zcdb k^a`Zi iks `dcXZei `VaaVYZ Oväntad kombo dX] På köpet ]Vg iV¥^ih [gVb* <sYV `dcXZeiZc [vgbZYaVg kVY eZc¥VgcV k^Y `ve ¥sg i^aa( bZc ]Vg da^`V Vc¥gZeehhrii* EdcXZeiZc krgYZgVYZh ¥Zcdb `kVa^iVi^kV ^ciZgk_jZg( k^a`V k^hVYZ Vii YZi [Vcch hidgV g^h`Zg Vii `dcXZeiZi Js `veZi b^hhjee[ViiVYZh( bZYVc IkrciVY `dbWd jeeaZkYZh hdb inY) a^¥i dX] krX`iZ edh^i^kV `rchadg* PrgYZg^c¥Zc gZhjaiZgVYZ ^ Vii `dcXZeiZi IkrciVY `dbWd gZ`db) bZcYZgVh [vg VckrcYc^c¥ ^ Wji^`* ?c `kVci^iVi^k _rb[vgZahZ k^hVYZ YZhhjidb Vii `dcXZeiZi aZYZg i^aa briWVg v`VY WZiVac^c¥hk^a_V*
Abstract CcXgZVh^c¥ ldgaYl^YZ Xdchjbei^dc ]Vh aZY id V XdchZfjZci ^cXgZVhZ ^c lVhiZ* IcZ higViZ¥n id XdjciZgVXi ^ih ^beVXi dc i]Z Zck^gdcbZci ^h i]gdj¥] i]Z gZhZaa^c¥ d[ jhZY ¥ddYh Vi i]g^[i hidgZh* GVcn hZXdcY ]VcY gZiV^aZgh ]VkZ WZZc ZhiVWa^h]ZY Vh X]Vg^in dg¥Vc^oVi^dch* AddY bVg`Zi^c¥ VcY V higdc¥ WgVcY( [dg l]^X] i]Z hidgZ eaVnh Vc ^bedgiVci gdaZ( VgZ XgjX^Va [dg ZcXdjgV¥^c¥ ejgX]VhZh* @dg i]^h gZVhdc( i]Z egZhZci hijYn ZmeadgZh ]dl V ¥gVe]^X XVbeV^¥c bViZg^Va [dg jhZ ^c V X]Vg^i) VWaZ i]g^[i hidgZ XVc WZ YZh^¥cZY id ^cXgZVhZ i]Z l^aa^c¥cZhh id eVn*
LZhZVgX] i]gdj¥] YZh^¥c ]Vh WZZc Veea^ZY id VchlZg i]Z hX^Zci^’X fjZhi^dc* N]Z YZh^¥cldg` ^h WVhZY dc egZk^djh gZhZVgX] VcY V egZ)hijYn( [gdb l]^X] ild XdcXZeih XVaaZY Oväntad kombo VcY På köpet ]VkZ WZZc YZkZadeZY* <di] XdcXZeih XdckZn i]Z djiXdbZ d[ i]Z bdcZn [gdb ejgX]VhZh( Wji ]VkZ Y^[[ZgZci VeegdVX]Zh* N]Z XdcXZeih ]VkZ WZZc ZkVajViZY i]gdj¥] fjVa^iVi^kZ ^ciZgk^Zlh( l]^X] YZbdchigViZY i]Vi i]Z XdcXZei d[ Js `veZi lVh d[iZc b^h^ciZgegZiZY( l]^aZ IkrciVY `dbWd lVh eZgXZ^kZY Vh Zmea^X^i VcY gV^hZY edh^i^kZ Zbdi^dch* @jgi]ZgbdgZ( V fjVci^iVi^kZ Xdb) eVg^hdc lVh YdcZ VcY h]dlZY i]Vi IkrciVY `dbWd gZhjaih ^c V bZVhjgVWaZ ^cXgZVhZY l^aa^c¥cZhh id eVn( hjeedgi^c¥ i]Z gZXdbbZcYVi^dc i]Vi i]^h XdcXZei h]djaY WZ jhZY ^c hidgZh*
Innehållsförteckning
2.2 Second hand- och välgörenhetskunden ............................................................ 2
2.3 Varumärket för välgörenhetsorganisationer ...................................................... 2
2.4 Corporate storytelling ............................................................................................. 3
2.6 Bild och text i reklam .............................................................................................. 4
2.7 Designprinciper inom visuell kommunikation .................................................. 5
3. Metod ........................................................................................ 6
3.1 Ansats ......................................................................................................................... 6
3.2 Förstudie ................................................................................................................... 7
3.3 Designalternativ ....................................................................................................... 7
3.4 Värdering ................................................................................................................... 9
4.3 Enkätundersökning ............................................................................................... 13
4.4 Insikter ..................................................................................................................... 13
5. Designalternativ ..................................................................... 15
5.4 Färdiga koncept ..................................................................................................... 23
6.4 Jämförelse .............................................................................................................. 36
6.5 Insikter ..................................................................................................................... 38
Referenser ................................................................................... 48
Bilaga 2. Intervjuguide – Kundintervjuer
Bilaga 3. Intervjuguide värdering
Bilaga 4. Enkät om kampanjmaterial för second hand
Figurförteckning Figur 1. Teckensnitt och färger Stadsmissionernas grafiska profil .............................. 15 Figur 2. Mindmap ................................................................................................................... 15 Figur 4. Värderingsmatris Pugh-chart ................................................................................ 16 Figur 3. Brainstorming med post-its ................................................................................... 16 Figur 5. Skisser koncept Oväntad kombo .......................................................................... 17 Figur 6. Skisser koncept För verkliga människor ............................................................. 18 Figur 7. Skisser koncept Värdefull ...................................................................................... 18 Figur 8. Skisser koncept På köpet ....................................................................................... 19 Figur 9. Skisser koncept Hipster & hjälte ........................................................................... 20 Figur 10. Digitala skisser Oväntad kombo ........................................................................ 21 Figur 11. Digitala skisser På köpet ...................................................................................... 21 Figur 12. Fotografering ......................................................................................................... 22 Figur 13. Copy Oväntad kombo .......................................................................................... 23 Figur 14. Copy På köpet ........................................................................................................ 23 Figur 15. Posterserie Oväntad kombo ................................................................................ 24 Figur 16. Pil och etikett Oväntad kombo............................................................................ 24 Figur 17. Posterserie På köpet .............................................................................................. 25 Figur 18. Etikett och övriga posters På köpet .................................................................... 25
Figur 19. Utdrag ur Oväntad kombo för värdering ........................................................... 27 Figur 20. Utdrag ur På köpet för värdering......................................................................... 28 Figur 21. A!initetsdiagram Oväntad kombo ..................................................................... 29 Figur 22. A!initetsdiagram På köpet ................................................................................... 33 Figur 23. Köns- och åldersfördelning online-enkät ......................................................... 40 Figur 24. Resultat online-enkät ............................................................................................ 40 Figur 25. Konceptet Oväntad komdo ................................................................................. 42
Tabellförteckning Tabell 1. Intervjuade kunder ................................................................................................ 12 Tabell 2. Könsfördelning enkätundersökning .................................................................. 13 Tabell 3. Åldersfördelning enkätundersökning ............................................................... 13 Tabell 4. Intervjupersoner kvalitativ värdering ................................................................. 26
1
1. Inledning >Zi ^caZYVcYZ `Ve^iaZi rbcVg ¥Z WV`¥gjcY i^aa hijY^Zc ¥Zcdb Zc `dgi dbkrgaYhWZh`g^kc^c¥ hdb aZYZg [gVb i^aa hijY^Zch [dgh`c^c¥h[gs¥V*
OcYZg .,-1 hViiZ krgaYhaZYVgcV jee -3 ¥adWVaV bsa [vg Zc ]saaWVg jikZX`a^c¥ k^a`V h`V kVgV jee[naaYV sg .,/,* GsaZc rg Vk hskra Z`dcdb^h` hdb hdX^Va dX] Z`dad¥^h` `VgV`irg dX] ]VcYaVg WaVcY VccVi db Vii {hr`ZghiraaV ]saaWVgV `dchjbi^dch) dX] egdYj`i^dchbvchiZg¦ dX] Vii {[grb_V `dci^cjZga^¥( ^c`ajYZgVcYZ dX] ]saaWVg Z`dcdb^h` i^aakrmi( [jaa dX] egdYj`i^k hnhhZahriic^c¥ dX] VchircY^¥i VgWZiZ [vg VaaV¦* %M^YV .,-1& >Z hidgV b^a_vegdWaZb krgaYZc hisg ^c[vg ]vg i^aa hidg YZa ^]de bZY `dchjbi^dc dX] egdYj`i^dc Vk kVgdg dX] i_rchiZg %HVijgksgYhkZg`Zi .,-2V&* Prhikrga) YZch `dchjbi^dc rg ^ciZ ]saaWVg( kVg`Zc jg Zii b^a_vbrhh^¥i ZaaZg hdX^Vai eZgheZ`i^k %M^YV .,-1&( dX] iZmi^a^cYjhig^c rg Zii Vk \ZgV ZmZbeZa es YZiiV* NZmi^a^cYjhig^c rg VgWZih`gV[i^ciZch^k k^a`Zi aZii i^aa Vii YZc ]Vg \niiVih i^aa arcYZg bZY W^aa^¥ VgWZih`gV[i Yrg kVg`Zc ]saaWVgV b^a_vgZ¥aZg ZaaZg hdX^VaV grii^¥]ZiZg [vg iZmi^aVgWZiVgcV jeegrii]saah %?c¥kVaa .,,3&* Jg^hZi [vg krhikrgaYZch W^aa^¥V `arY`dchjbi^dc WZiVaVh YrgbZY Vk jikZX`a^c¥harcYZgcV ^ [dgb Vk ¥gVkV b^a_vegdWaZb dX] Ysa^¥V VgWZih[vg]saaVcYZc %?c¥kVaa .,,3&*
?cWVgi ^ MkZg^¥Z harc¥h 3, ,,, idc iZmi^a^Zg kVg_Z sg k^a`Zi bdihkVgVg 4 `¥ eZg eZghdc %MG?> .,--&* ?ca^¥i ?O6h Vk[Vaah]^ZgVg`^ h`V Vk[Vaa VaagV ]Zahi [vgZWn¥¥Vh dX] ^ VcYgV ]VcY siZgVckrcYVh %HVijgksgYhkZg`Zi .,-2W&* ?ii ]saaWVgi hrii Vii `dchjbZgV rg _jhi siZgVckrcYc^c¥ k^a`Zi ZmZb) eZak^h h`Zg ¥Zcdb Vii ]VcYaV hZXdcY ]VcY* C iV`i bZY Vii `dchjbZciZg ^ MkZg^¥Z Wa^k^i Vaai bZg bZYkZicV db WZ]dkZi Vk Vii `dchjbZgV ]saaWVgi hnch dX`hs Zc v`VY igZcY ^cdb hZXdcY ]VcY %EdchjbZcikZg`Zi .,-0( MiVWZg¥ .,-1&* C MkZg^¥Z ’cch Ygn¥i 1,, ^YZZaai Yg^kcV hZXdcY ]VcY) Wji^`Zg bZY kra¥vgZc]Zihhn[iZ kVgh vch`Vc rg Vii [grb_V siZgVckrcYc^c¥ dX] hVbi^Y^¥i VckrcYV vkZgh`diiZi i^aa ]_raekZg`hVb]Zi dX] hdX^Vai VgWZiZ %CYZZaa MZXdcY BVcY .,-2&*
MZXdcY ]VcY)Wji^`Zg bZY kra¥vgZc]Zihhn[iZ ]Vg ^ MkZg^¥Z YZ hZcVhiZ sgZc Wa^k^i bZg bZYkZicV db h^ii kVgjbrg`Z %<da^c $ ?cZWd¥ .,-0&* <ji^`Zc rg Zc k^`i^¥ kVgjbrg`ZhWrgVgZ Z[iZghdb YZc ^ hidg jihigrX`c^c¥ gZegZhZciZgVg kVgjbrg`Zi [vg `jcYZc %MX]ZaWVX] .,-2&* @dgh`c^c¥ k^hVg rkZc Vii kVgjbrg`ZhWn¥¥VcYZ ]Vg `dbb^i Vii Wa^ Vaai k^`i^¥VgZ [vg kra¥vgZc]Zihdg¥Vc^hVi^dcZg [vg Vii YZ h`V jeeaZkVh egd[Zhh^dcZaaV dX] igdkrgY^¥V %@^h]Zg F^j .,-.( <ZccZii dX] MVkVc^ .,,0( HVeda^ .,,2&* OikZX`a^c¥ Vk hiVg`V kVgjbrg`Zc dX] ¥dY bVg`cVYh[vg^c¥ `Vc ]_raeV kra¥vgZc]Zihdg¥Vc^) hVi^dcZg Vii h`VeV hiVg`VgZ gZaVi^dcZg bZY Zm^hiZgVcYZ ¥^kVgZ( ViigV]ZgV cnV ¥^kVgZ hVbi [vgrcYgV YZc VaabrccV de^c^dcZc %HVeda^ .,,2( <ZccZii $ MVkVc^( .,,0&* >Zi rg Yrg[vg gZaZkVci Vii hZXdcY ]VcY)Wji^`Zg bZY kra¥vgZc]Zihhn[iZ ]Vg Zc hiVg` `dbbjc^`Vi^k bVg`cVYh[vg^c¥ hdb Wn¥¥Zg kVgjbrg`Zi( ViigV]ZgVg `jcYZg dX] ^ hajircYVc jeebjcigVg i^aa `ve dX] v`Vg WZiVac^c¥hk^a_Vc*
1.1 Forskningsfråga
GZY VcaZYc^c¥ Vk dkVchisZcYZ `dbbZg YZccV hijY^Z jcYZghv`V ]jg Zii ¥gV’h`i `VbeVc_bViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` bZY kra¥vgZc]Zihhn[iZ `Vc kVgV ji[dgbVi [vg Vii v`V WZiVac^c¥hk^a_Vc*
2
2. Teoretisk referensram C YZiiV `Ve^iZa egZhZciZgVh i^Y^¥VgZ [dgh`c^c¥ hVbi iZdg^Zg hdb rg gZaZkVciV [vg hijY^Zc*
2.1 Butiken som marknadsföringsinstrument
@dgh`c^c¥ k^hVg Vii bsc¥V Vk `jcYZch `veWZhaji ^ciZ rg eaVcZgVYZ ^ [vgkr¥ k^a`Zi ^ccZWrg Vii YZi ^ Wji^`hb^a_vc ’cch ¥dYV X]VchZg Vii eskZg`V `jcYZc( cs¥di hdb ¥vg Wji^`Zc i^aa Zii k^`i^¥i bVg`) cVYh[vg^c¥h^chigjbZci* EdchjbZciZg WZhv`Zg ^ciZ Wji^`Zg ZcWVgi [vg Vii i^aa[gZYhhiraaV `dbbZg) h^ZaaV WZ]dk( jiVc rkZc hdX^VaV hsYVcV hskra hdb [vg Vii [s ^che^gVi^dc dX] hi^bjaVch* >Z ^X`Z)`db) bZgh^ZaaV bdi^kZc [vg Vii hv`V h^¥ i^aa Zc Wji^` ¥vg Vii bVg`cVYh[vg^c¥ ^ Wji^` ]Vg Zc hrghiraac^c¥ ¥ZciZbdi VccVc bVg`cVYh[vg^c¥( Ys YZccV jeehv`h [g^k^aa^¥i es Zii VccVi hrii rc ZmZbeZak^h Zc NP)gZ`aVb* >ZiiV ¥vg dX`hs Vii `dchjbZciZch [vghkVg bdi [vghv` i^aa eskZg`Vc hrc`h dX] YZccZ ]Vg hksgVgZ Vii ^YZci^’ZgV YZi hdb bviZg ]Zc ^ Wji^`hb^a_vc hdb bVg`cVYh[vg^c¥* GVg`cVYh) [vg^c¥ ^ Wji^`hb^a_v ¥sg i^aa hidg YZa ji es Vii [vghv`V krX`V `rchadg ]dh WZhv`VgcV Ys YZhhV ^ h^c ijg eskZg`Vg WZhaji* %EdchjbZcikZg`Zi .,-0&
pkZc Zc Wji^`h Vibdh[rg `Vc h`VeV vkZgin¥ZahZg dX] bdi^k i^aa `ve %MX]adhhZg -554&* MX]adhhZg %-554& ]rkYVg Vii Zc `dchjbZcih [vghiV ^cignX` Vk Zc Wji^` WVhZgVh es kVY hdb hnch dX] ]vgh gZYVc jiVc[vg Wji^`Zc( i^aa ZmZbeZa ZmedcZg^c¥ dX] [rg¥hX]ZbV* Oi^[gsc YZhhV ^cignX` YgVg `dc) hjbZciZc hajihVihZg db Wji^`Zc k^a`V ^ h^c ijg Vk¥vg YZgVh `jcYhivY* Js Zc Vaai bZg `dc`jggZch) `gV[i^¥ bVg`cVY Wa^g Vchigrc¥c^c¥Zc [vg Vii [vgWriigV Wji^`Zch Vibdh[rg dX] ^bV¥Z Yrg[vg Zc cvYkrcY^¥]Zi hcVgVgZ rc Zii VaiZgcVi^k [vg YZiVa_]VcYaVgZ* %MX]adhhZg -554&
2.2 Second hand- och välgörenhetskunden
Grcc^h`dg hdb ]VcYaVg hZXdcY ]VcY bdi^kZgVh Vk Zc gVY da^`V [V`idgZg* >ZhhV `Vc kVgV griik^hi eg^h( Zi^` dX] b^a_vbrhh^¥V h`ra( bv_a^¥]ZiZc Vii ]^iiV jc^`V egdYj`iZg( cdhiVa¥^( gZ`gZVi^dcZaai cv_Z dX] bv_a^¥]Zi Vii egjiV %Aj^di $ Ldjm .,-,&* JgdZctV dX] JZgZ^gV %.,,4& bZcVg Vii YZi ’cch igZ ineZg Vk kra¥vgZc]Zih`dchjbZciZg7 YZ egdV`i^kV hdb V`i^ki hv`Zg jee dX] `veZg egdYj`iZg hdb es da^`V hrii hivY_Zg kra¥vgZc]Zihdg¥Vc^hVi^dcZg( YZ gZV`i^kV hdb ZcYVhi ]VcYaVg egdYj`iZg crg bv_a^¥]ZiZc jee`dbbZg dX] ^X`Z)`veVgcV hdb hraaVc `veZg egdYj`iZg ^ kra¥vgZc]Zihhn[iZ* MijY^Zg k^hVg dX`hs Vii dg¥Vc^hVi^dcZch igdkrgY^¥]Zi( ^c[dgbVi^dc db kVY eZc¥VgcV ¥sg i^aa dX] ¥vg [vg h`^aacVY hVbi `dchjbZciZch [vgkrciVc Vii W^YgV i^aa Vii avhV hdX^VaV egdWaZb ^c\jZgVg `ve) WZhaji Vk kra¥vgZc]ZihegdYj`iZg* %JgdZctV $ JZgZ^gV .,,4&
2.3 Varumärket för välgörenhetsorganisationer
>Zi ’cch k^hhV ineZg Vk kVgjbrg`ZhZ¥Zch`VeZg hdb YZaVh Vk VaaV ^X`Z k^chiYg^kVcYZ dg¥Vc^hV) i^dcZg %MVg¥ZVci( @dgY dX] BjYhdc .,,4&* >ZhhV rg WaVcY VccVi Z¥Zch`VeZg hshdb ¥dY]Zi dX] ]_raehVb]Zi hVbi Vii bVc VgWZiVg [vg jikZX`a^c¥ dX] h`nYY* ;cYgV Z¥Zch`VeZg( hshdb `rchad) brhh^¥i Zc¥V¥ZbVc¥( idcVa^iZi dX] igVY^i^dc( `Vc i_rcV hdb Y^[[ZgZci^ZgVcYZ dX] VckrcYVh [vg Vii h`VeV Zii hiVg`VgZ kVgjbrg`Z hskra hdb hiVg`VgZ gZaVi^dcZg bZY YZhh ^cigZhhZciZg* Js hs hrii `Vc Zc kra¥vgZc]Zihdg¥Vc^hVi^dch kVgjbrg`ZheZghdca^¥]Zi Y^[[ZgZci^ZgV YZc [gsc VcYgV dg¥Vc^hVi^dcZg k^a`Zi ^ h^c ijg `Vc ^c\jZgV ¥^kVcYZ* %MVg¥ZVci( @dgY $ BjYhdc .,,4& pkZc MiZWW^ch dX] BVgi) bVch %.,-/& hijY^Zg k^hVg Vii YZi ’cch Zc Y^gZ`i gZaVi^dc bZaaVc ¥^kVgZh jee[Viic^c¥ Vk Zc kra¥v) gZc]Zihdg¥Vc^hVi^dch eZghdca^¥V kVgjbrg`Z dX] YZgVh ¥^kVcYZ i^aa dg¥Vc^hVi^dcZc*
3
2.4 Corporate storytelling
MidgniZaa^c¥ ]Vg Wa^k^i Zii k^`i^¥i `dbbjc^`Vi^dchbZYZa [vg [vgZiV¥ dX] dg¥Vc^hVi^dcZg [vg Vii cs ji bZY h^cV WjYh`Ve %<Zg¥higvb .,,5( >Zcc^hYdiiZg $ ;mZcWgVci .,,4( QddYh^YZ( MddY $ G^aaZg .,,4&* ?ca^¥i QddYh^YZ Zi* Va %.,,4& rg WZgriiZahZg Zc ZhhZci^Zaa YZa ^ ]jg brcc^h`Vc bdiiVg dX] WZ]saaZg ^c[dgbVi^dc* <ZgriiZahZg ¥ZcZgZgVg ^¥Zc`rcc^c¥ dX] [vghisZahZ k^a`Zi `Vc eskZg`V bdiiV¥VgZch `dbbVcYZ WZiZZcYZ dX] rg Yrg[vg Zii Z[[Z`i^ki hrii Vii jeebjcigV brcc^h`dg dX] [vg\niiV YZb [gsc eVhh^k^iZi i^aa ]VcYa^c¥* %QddYh^YZ Zi* Va .,,4&
>Zcc^hYdiiZg $ ;mZcWgVci %.,,4& VckrcYZg h^¥ Vk WZ¥gZeeZi XdgedgViZ hidgniZaa^c¥ hdb ^ccZWrg Vii Zii [vgZiV¥h WZgriiZahZg `Vc VckrcYVh [vg Vii [vgbZYaV [vgZiV¥Zih WjYh`Ve( ^ciZgci dX]+ZaaZg ZmiZgci* <ZgriiZahZg `Vc kVgV bZg ZaaZg b^cYgZ XZcigVaV ^ Zii [vgZiV¥ dX] `Vc ^ ZmiZgcV hVbbVc) ]Vc¥ VckrcYVh [vg Vii [vginYa^¥V dX] hirg`V [vgZiV¥Zih kVgjbrg`Z ¥Zcdb bVg`cVYh[vg^c¥ dX] YZi rg cs¥di hdb ¥sg Vii VckrcYV ^ VaaV WgVchX]Zg* P^Y ZmiZgc VckrcYc^c¥ `Vc WZgriiZahZc ¥Z bZgkrgYZ i^aa `jcYZc ¥Zcdb Vii ZmZbeZak^h iVaV i^aa YZccZh `rchadg dX] YZi rg Ys gZaZkVci Vii VckrcYV h^¥ Vk Zc hVcc WZgriiZahZ* P^Y VckrcYc^c¥ Vk hidgniZaa^c¥ rg YZi k^`i^¥i Vii WZgriiZahZc ^ciZ `gdX`Vg bZY i^Y^¥VgZ jee[Viic^c¥Vg hdb `jcYZc ]Vg db kVgjbrg`Zi dX] Vii YZc rg [vgVc`gVY ^ [vgZiV¥Zi* MidgniZaa^c¥ `Vc W^YgV i^aa Y^[[ZgZci^Zg^c¥ dX] ¥ZcZgZgV v`VY jeebrg`hVb]Zi hVbi `jcYcv_Y]Zi* %>Zcc^hYdiiZg $ ;mZcWgVci .,,4&
=dgedgViZ hidgniZaa^c¥ ¥gjcYVg h^¥ ^ [vgZiV¥Zih `rgckrgYZc dX] Zm^hiZgVcYZ WZgriiZahZg Wvg VceVh) hVh i^aa `dbbjc^`Vi^dcZc [vg Vii `jccV VckrcYVh es da^`V eaVii[dgbVg* >Zi rg k^`i^¥i Vii ]^iiV `rgcVc ^ WZgriiZahZc dX] Vii bdiiV¥VgZc h_rak [sg W^YgV ¥Zcdb Z¥Zc [vgZhiraac^c¥* <ZgriiZahZc Wvg kVgV `dc`gZi dX] `dbbjc^XZgV inYa^¥V bdi^k [vg Vii bdiiV¥VgZc h`V [vghis dX] VchZ Vii WZgriiZa) hZc rg gZaZkVci* %>Zcc^hYdiiZg $ ;mZcWgVci .,,4&
2.5 Marknadsföring genom storytelling
CYuWjgZc `dbbjc^`Vi^dc( k^a`Zc kra¥vgZc]Zihdg¥Vc^hVi^dcZg d[iV VckrcYZg h^¥ Vk( higrkVg Z[iZg Vii rcYgV ZaaZg h`VeV cnV WZiZZcYZc( hshdb Vii h`rc`V i^aa kra¥vgZc]Zi* ;ii h`VeV cnV WZiZZcYZc rg d[iV hksgi Ys YZi `Vc ’ccVh hskra ehn`dad¥^h`V( [nh^h`V( ^YZdad¥^h`V( hdX^VaV dX] `rchadbrhh^¥V ]^cYZg hdb WZ]vkZg vkZgWgn¥¥Vh [vg Vii [s cs¥dc Vii V¥ZgV [vg ZaaZg hivY_V YZi hdb `dbbjc^) `Vi^dcZc [vgbZYaVg* %Iahhdc .,--& ?ii Z[[Z`i^ki hrii Vii ViigV]ZgV YdcVi^dcZg [vg _jhi kra¥vgVcYZ rcYVbsa ]Vg k^hVi h^¥ kVgV hidgniZaa^c¥ %GZgX]Vci( @dgY $ MVg¥ZVci .,-,&* GZY ]_rae Vk hidgniZa) a^c¥ `Vc `rchadg hdb ZbeVi^ krX`Vh ]dh bdiiV¥VgZc dX] crg brcc^h`dg `rccZg ZbeVi^ rg YZi hivggZ X]Vch Vii YZ dh_rak^h`i ]_raeZg VcYgV* ?c WZgriiZahZ ^ccZ]saaVcYZ cs¥dc [dgb Vk egdWaZb `Vc h`VeV cZ¥Vi^kV `rchadg ]dh `dchjbZciZc k^a`V ^ h^c ijg `Vc krcYVh i^aa edh^i^kV ¥Zcdb Zc bv_a^¥]Zi Vii YdcZgV i^aa YZc ^YZci^’ZgVYZ dghV`Zc* %GZgX]Vci( @dgY $ MVg¥ZVci .,-,& Js hVbbV hrii bZcVg <ZccZii %.,-1& Vii bVg`cVYh)[vg^c¥ hdb h`VeVg YZccV [dgb Vk WaVcYVYZ `rchadg `Vc jcYZgariiV ¥^kVcYZ i^aa kra¥vgZc]Zi* >Zi rg YdX` cvYkrcY^¥i Vii es Zii higViZ¥^h`i kra_V k^a`V `rch) adg hdb vch`Vh krX`Vh* ?c edh^i^k WaVcYc^c¥ Vk `rchadg rg Z[[Z`i^kVgZ [vg Vii h`VeV Zc ¥ncchVb Vii^inY i^aa bVg`cVYh[vg^c¥Zc rc Zc cZ¥Vi^k hsYVc* >rg[vg `Vc dX] Wvg kra¥vgZc]Zihdg¥Vc^hVi^dcZg [dgbV h^c bVg`cVYh[vg^c¥ es hsYVci hrii Vii YZc [gVbWg^c¥Vg edh^i^kV( vch`krgYV `rchadg dX] jcYk^`Zg Vii [gVbWg^c¥V ^X`Z vch`krgYV `rchadg* %<ZccZii .,-1& @ZZYWVX` [gsc kra¥vgZc]Zihdg) ¥Vc^hVi^dcZc i^aa `dchjbZciZc ZaaZg YdcVidgc `Vc dX`hs ]V hidg WZinYZahZ [vg Vii `cniV hVbbVc WZgriiZahZc [vg `dchjbZciZc dX] v`V YZc edh^i^kV `rchaVc %GZgX]Vci( @dgY dX] MVg¥ZVci .,-,&*
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?ca^¥i <Zg¥higvb %.,,5& ’cch YZi igZ da^`V WZgriiVgiZ`c^`Zg6 YZc YgVbVi^h`V( YZc ^X`Z)YgVbVi^h`V dX] YZc ^ciZgV`i^kV* >Zc YgVbVi^h`V WZgriiVgiZ`c^`Zc Wn¥¥Zg es Zc hiVg` ^YZci^’`Vi^dc [gsc ejW) a^`Zc( YZc rg ida`c^c¥hgZYjXZgVY dX] Wn¥¥Zg i^aa hidg YZa es `dc\^`iZc( Zc _rbk^`i hdb ]VbcVi ^ dWVaVch* >Zi YgVbVi^h`V WZgriiVcYZi [vgZ`dbbZg d[iV ^ k^hjZaa `dbbjc^`Vi^dc dX] ji¥sg [gsc Zc {YgVbVi^h` ig^Vc¥Za¦ WZhisZcYZ Vk [vg[va_VgZ( d[[Zg dX] ]_raiZ* QddYh^YZ Zi* Va %.,,4& bZcVg a^`hdb <Zg¥higvb %.,,5& Vii gdaaZgcV( ZmZbeZak^h egdiV¥dc^hi dX] VciV¥dc^hi( hdb [gZ`kZci WZh`g^kh ^ Zc cVggVi^dc rg Vk hidg WZinYZahZ [vg ]jg bdiiV¥VgZc jeeaZkZg dX] iVg WZgriiZahZc i^aa h^¥( dVkhZii kZb hdb rg VkhrcYVgZ* >Zc VcYgV WZgriiVgiZ`c^`Zc rg YZc ^X`Z)YgVbVi^h`V k^a`Zc rg veeZc( ida`c^c¥h¥ZcZgvh dX] Wn¥¥Zg es YZaV`i^¥]Zi [gsc ejWa^`Zc* C YZccV iZ`c^` Wa^g eZghdca^¥V gZ\Z`i^dcZg dX] krgYZg^c¥Vg Zc k^`i^¥ Wn¥¥hiZc* Majia^¥Zc WZh`g^kZg <Zg¥higvb %.,,5& YZi ^ciZg) V`i^kV WZgriiVcYZi k^a`Zi rg Zc WaVcYc^c¥ Vk YZ iks [vgZ¥sZcYZ dX] WZh`g^kh hdb WsYZ hajiZc dX] veeZc* >Zc bv_a^¥¥vg Zc Y_je ^ciZgV`i^dc dX] bZYV¥ZgVcYZ [gsc ejWa^`Zch h^YV* %<Zg¥higvb( .,,5&
2.6 Bild och text i reklam
LZ`aVb WZghisg d[iV Vk iZmi ^ `dbW^cVi^dc bZY Zc W^aY* <VaVchZc bZaaVc YZhhV rg k^`i^¥ z db hn[iZi rg Vii krX`V jeebrg`hVb]Zi rg YZi [vgYZaV`i^¥i bZY Zc hidg W^aY dX] db igdkrgY^¥]ZiZc rg k^`i^¥ `Vc YZi kVgV WriigZ Vii kra_V Zc b^cYgZ W^aY hdb ¥Zg iZmiZc hivggZ eaVih* <jYh`VeZi hdb [vgbZYaVh `Vc bZY [vgYZa kVgV egdWaZbVi^hZgVcYZ( an[iV [gVb WZ]dk ZaaZg k^hV es Zc avhc^c¥( k^a`Zi `VaaVh ^chigjbZciZaai WjYh`Ve* EdbW^cVi^dcZc bZaaVc iZmi dX] W^aY `Vc ji[dgbVh es da^`V hrii k^a`Zi aZYZg i^aa da^`V gZV`i^dcZg [gsc bdiiV¥VgZc* C Zii [vghv` Vii [sc¥V bdiiV¥VgZch jeebrg`) hVb]Zi VckrcYh d[iV [rg¥ dX] [dgb bZY ]v¥ `dcigVhi( bZc ^ k^hhV [Vaa `Vc Zii bdihVii jiignX` kVgV bZg Z[[Z`i^ki* %<Zg¥higvb .,,5& HZYVc WZh`g^kh bZg ^c¥sZcYZ da^`V hdgiZgh W^aYZg hdb `Vc VckrcYVh k^Y gZ`aVb hVbi iZmiZch WZinYZahZ ^ hVbheZaZi YZb ZbZaaVc*
2.6.1 Bilder i reklam
EdWaVcX` %.,,/& WZh`g^kZg W^aYZg hdb Zc ¥^kZc YZa ^ ¥gV’h` [dgb¥^kc^c¥ dX] bZcVg Vii W^aY) hegs`Zih ^ccZWvgY bshiZ kVgV `rci Vk hrcYVgZc [vg Vii h`VeV dX] VckrcYV W^aYZg es Zii [gVb¥sc¥h) g^`i hrii* <^aYhegs`Zi ]Vg bvchiZg( cdgbZg dX] higj`ijgZg( egZX^h hdb YZi iVaVYZ dX] h`g^kcV hegs`Zih ¥gVbbVi^`* >Zi ’cch da^`V ineZg Vk W^aYZg Yrg gZ`aVbW^aY dX] YZWViiW^aY %rkZc `VaaVY ^YuW^aY& rg iks Vk YZb* EdWaVcX` %.,,/( h*-,-)-,/& bZcVg Vii {Zc gZ`aVbW^aY rg i^aa [vg Vii krX`V jeebrg`hVb]Zi( h`VeV ^cigZhhZ dX] [vg]deec^c¥hk^h aZYV i^aa ^c`ve ZaaZg cs¥dc VccVc ]VcYa^c¥ hdb VccdchvgZc VkhZii* >ZWVii) ZaaZg ^YuW^aYZc rg hs `dbedcZgVY Vii YZc }hiraaZg cs¥di es ]j) kjYZi( W^aYavhc^c¥Zc( krgYZg^c¥VgcV dX] Vii^inYZgcV i^aa bdi^kZi Vkk^`Zg [gsc YZi kVca^¥V¦* ?ca^¥i EdWaVcX` %.,,/& `Vc Zc W^aY WZhis Vk Zii [did¥gV’ ZaaZg Zc ^aajhigVi^dc* >Zc [did¥gV’h`V gZ`aVb) W^aYZc rg k^`i^¥ Ys YZc h`VeVg Zc gZaVi^dc bZaaVc hrcYVgZ dX] bdiiV¥VgZ( ^ YZiiV [Vaa Zc hra_VgZ i^aa Zc ediZci^Zaa `jcY( dX] [vgbZYaVg krgYZg^c¥Vg* ?ii [did¥gV’ Yd`jbZciZgVg kZg`a^¥]ZiZc dX] ]Vg hivggZ bv_a^¥i Vii his [vg h^¥ h_rak( i^aa h`^aacVY [gsc Zc ^aajhigVi^dc kVgh hn[iZ rg Vii [vgZc`aV dX] W^cYV hVbbVc `dbbjc^`Vi^dcZc bZaaVc W^aY dX] iZmi hVbi VYYZgV cs¥di cnii dX] bshiZ Vaai^Y ’ccVh i^aahVbbVch bZY Zc iZmi* %EdWaVcX` .,,/&
2.6.2 Text som verbal förankring
C `dbeaZmV W^aYVccdchZg Yrg VccdchZc ^ccZ]saaZg bZiV[dg^h`V W^aYZg WZ]vkh kZgWVa [vgVc`g^c¥* AZcdb Vii ¥Z Zc [vg`aVgVcYZ iZmi i^aa W^aYZc `Vc [vghisZahZ [vg bZiV[dgZc h`VeVh ]dh bdiiV¥VgZc
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dX] WjYh`VeZi cs [gVb* MijY^Zg k^hVg Vii [vghisZahZc v`Vg ^ iV`i bZY Vii YZc kZgWVaV [vgVc`g^c¥Zc v`Vg dX] crg YZiiV h`Zg h`VeVh Zc edh^i^k ^chiraac^c¥ i^aa VccdchZc* LjWg^` dX] iZmi i^aa Zc W^aY `Vc ¥Z bdiiV¥VgZc Zc aZYigsY hdb ]_raeZg YZccZ Vii [vghis bZiV[dgZc k^a`Zi h`VeVg Zc edh^i^k gZV`) i^dc [gsc bdiiV¥VgZch h^YV* %J]^a^eh .,,,& pkZc <Zg¥higvb %.,,5& bZcVg Vii YZi rg WgV Vii asiV bdiiV¥VgZc YgV Z¥cV hajihVihZg Ys YZiiV h`VeVg YZaV`i^¥]Zi* J]^a^eh %.,,,& ]rkYVg YdX` Vii Zc Vaai [vg inYa^¥ kZgWVa [vgVc`g^c¥ `Vc b^ch`V cv_Zi [vg `dchjbZciZc Vii h_rak [s `dbbV es dX] [vghis VccdchZch bZc^c¥ k^a`Zi ¥Zg cZ¥Vi^k Z[[Z`i* >rg[vg Wvg YZc kZgWVaV [vgVc`g^c¥Zc jiignX`Vh bZY kVghVb]Zi* Mksg^¥]ZiZc a^¥¥Zg ^ Vii WZhirbbV kVY hdb rg cvYkrcY^¥i Vii Vkhav_V ^ iZmiZc( Ys [vg) Vc`g^c¥Zc bshiZ kVgV i^aagrX`a^¥ [vg Vii bdiiV¥VgZc h`V [vghis hVbi^Y^¥i hdb YZc ^ciZ Wvg Vkhav_V [vg bnX`Zi* %J]^a^eh .,,,&
2.7 Designprinciper inom visuell kommunikation
AgV’h` YZh^¥c ^ccZ[ViiVg YZh^¥ceg^cX^eZg hdb `Vc VckrcYVh k^Y [gVbiV¥c^c¥ Vk k^hjZaa `dbbj) c^`Vi^dc %<Zg¥higvb .,,5& dX] Yrg[vg rg YZi gZaZkVci Vii WZanhV YZhhV eg^cX^eZg k^a`V [vgZa^¥¥VcYZ YZh^¥cVgWZiZ `dbbZg ¥gjcYVh es*
Kontraster rg Zc YZh^¥ceg^cX^e hdb VckrcYh [vg Vii h`VeV YncVb^` dX] rg VckrcYWVgV [vg Vii ¥Z bdiiV¥VgZc Zc ^c¥sc¥ ^ Zii k^hjZaai hVbbVc]Vc¥* PVca^¥V `dcigVhi[dgbZg rg hidgaZ`h`dcigVhi( hing`Z`dcigVhi( [dgb`dcigVhi dX] [rg¥`dcigVhi* ?c VccVc YZh^¥ceg^cX^e rg balans k^a`Zi rg k^`i^¥i [vg Vii YZc k^hjZaaV `dbbjc^`Vi^dcZc h`V jeeaZkVh ]Vgbdc^h` dX] [vg Vii WZigV`iVgZc ^ciZ h`V [vgk^ggVh* <VaVch `Vc jeecsh ¥Zcdb Vii VgWZiV Vm^Vai dX] hnbbZig^h`i* Linjering ^ccZWrg Vii aVndjiZc ]Vg Zc higj`ijg Yrg ZmZbeZak^h gjWg^`Zg WZ’ccZg h^¥ es hVbbV ]v_Y( bVg¥^cVaZg rg a^`V hidgV( W^aYZg ^c[d¥Vh Zca^¥i Zii k^hhi bvchiZg dX] iZmiZc [va_Zg ¥Zcdb¥sZcYZ hVbbV WVha^c_Z* >ZiiV W^YgVg dX`hs i^aa Vii h`VeV WVaVch dX] higj`ijg dX] `Vc ¥vgVh ¥Zcdb VckrcYc^c¥ Vk Zii ¥g^Y ZaaZg hivYgVhiZg hdb h`VeVg Zc bVaa Vii ji¥s [gsc* %<Zg¥higvb .,,5& Hierarkier gr`cVh ^ciZ hdb Zc YZh^¥ceg^cX^e bZc rg Zii k^`i^¥i kZg`in¥ [vg cVk^¥Vi^dc ^ k^hjZaa `dbbjc^`Vi^dc dX] `Vc jiignX`Vh WaVcY VccVi ¥Zcdb hidgaZ`( [rg¥ dX] `dcigVhi %Fjeidc $ J]^aa^eh .,,4&* Färg hdb VckrcYh es Zii hrii hdb [vgWriigVg [nh^h`V dX] `dbbjc^`Vi^kV [jc`i^dcZg Wgj`Vg `VaaVh [vg [jc`i^dcZaa [rg¥ %<Zg¥higvb .,,5&* @jc`i^dcZaa [rg¥ Wvg VckrcYVh [vg Vii ViigV]ZgV( h`VeV hirbc^c¥( ^c[dgbZgV( higj`ijgZgV dX] eZYV¥d¥^hZgV bZcVg hskra <Zg¥higvb %.,,5& hdb Fjeidc dX] J]^aa^eh %.,,4&*
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3. Metod C YZiiV `Ve^iZa egZhZciZgVh YZ bZidYZg hdb VkhZh VckrcYVh [vg Vii WZhkVgV [dgh`c^c¥h[gs¥Vc*
3.1 Ansats
@dgh`c^c¥ ¥Zcdb YZh^¥c VckrcYh crg hn[iZi rg Vii jigvcV ]jg cs¥di h`jaaZ `jccV kVgV( ^hiraaZi [vg Vii jikrgYZgV ]jg cs¥di rg ^YV¥ %Fvl¥gZc .,-1&* >s hijY^Zc VkhZg jcYZghv`V ]jg Zii ¥gV’h`i `VbeVc_bViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` bZY kra¥vgZc]Zihhn[iZ `Vc kVgV ji[dg) bVi [vg Vii v`V WZiVac^c¥hk^a_Vc i^aarbeVh [dgh`c^c¥ ¥Zcdb YZh^¥c [vg Vii [gVbWg^c¥V cn `jch`Ve* >Zh^¥cZc `dbbZg Vii krgYZgVh bZY ]_rae Vk ^ciZgk_jZg dX] ida`Vh ^ Zc VcVanhegdXZhh( k^a`Zi `VgV`) irg^hZgVg Zc `kVa^iVi^k bZidY %=gZhlZaa .,-0&* ?c `kVa^iVi^k YViV^chVba^c¥h) dX] krgYZg^c¥hbZidY VckrcYh [vg Vii [s hkVg es [dgh`c^c¥h[gs¥Vc( bZc hn[iVg dX`hs i^aa Vii ¥Z Zc Y_jeVgZ [vghisZahZ [vg YZ hkVg hdb hVbaVh ^c* >Zc `kVa^iVi^kV bZidYZc `dbeaZiiZgVh bZY Zc `kVci^iVi^k jcYZghv`c^c¥ k^a`Zc hn[iVg i^aa Vii briV gZhjaiViZih Z[[Z`i*
3.1.1 Fallstudie Linköpings Stadsmission
@vg Vii jcYZghv`V ]jg ¥gV’h`i `dbbjc^`Vi^dchbViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` bZY kra¥vgZc]Zihhn[iZ `Vc hZ ji [vg Vii v`V WZiVac^c¥hk^a_Vc ]Vg hijY^Zch [vg[ViiVgZ kVai Vii ¥vgV Zc [VaahijY^Z* ?c [VaahijY^Z rg Zc Y_je¥sZcYZ VcVanh es Zii Zch`^ai [Vaa dX] ¥vgh jcYZg Zc WZhirbY i^YheZg^dY %=gZhlZaa .,-0&* MZXdcY ]VcY)Wji^`Zg bZY kra¥vgZc]Zihhn[iZ ]Vg YZ hZcVhiZ sgZc Wa^k^i bZg bZYkZicV db h^ii kVgjbrg`Z dX] ZmZbeZa es YZiiV rg WsYZ ?g^`h]_raeZc dX] GngdgcV hdb [vgcnVi h^cV kVgjbrg`Zc dX] h`VeVi Zii bZg `dbbZgh^Zaai jiignX` %MiVWZg¥ .,-1( <da^c $ ?cZWd¥ .,-0&* @vg[ViiVgcV ]Vg kVai Vii ¥vgV [VaahijY^Zc es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)kZg`) hVb]Zi( Ys YZccV hV`cVg Zii ¥ZcdbVgWZiVi ¥gV’h`i bViZg^Va [vg `dbbjc^`Vi^dc* MiVYhb^hh^dcZg ’cch es h_j eaVihZg ^ MkZg^¥Z( kVgVk F^c`ve^c¥ rg Zc Vk YZhhV %L^`h[vgZc^c¥Zc MkZg^¥Zh MiVYhb^h) h^dcZg .,-2&* ?c {MiVYhb^hh^dc¦ YZ’c^ZgVh Vk L^`h[vgZc^c¥Zc MkZg^¥Zh MiVYhb^hh^dcZg %.,-2& hdb Zii kVgjbrg`Z hdb h`V [vg`c^eeVh bZY Zc {ji]saa^¥( ]VcYa^c¥h`gV[i^¥ hdX^Va kZg`hVb]Zi¦* F^c`ve^c¥h MiVYhb^hh^dc rg Zc ^YZZaa [vgZc^c¥ kVg hn[iZ rg Vii ji^[gsc Y^V`dcVa ¥gjcY egd[Zhh^d) cZaai ]_raeV brcc^h`dg ^ jihViiV a^khh^ijVi^dcZg %F^c`ve^c¥h MiVYhb^hh^dc .,-2V( .,-2W .,-2X&* Ig¥Vc^hVi^dc WZYg^kZg da^`V kZg`hVb]ZiZg hshdb gZhiVjgVc¥( XV[u( hZXdcY ]VcY( igZ WZ]VcYa^c¥h) ]Zb( kZg`hVb]Zi ^cdb \n`i^c¥]_rae hVbi hVbiVah) dX] hivYkZg`hVb]Zi %F^c`ve^c¥h MiVYhb^hh^dc .,-2Y&* N^aahVbbVch ]Vg YZ da^`V kZg`hVb]ZiZgcV ^YV¥ gjci /., VchiraaYV %[vgYZaVYZ es ]Zai^Y( i^aahk^YVgZ) dX] k^hhi^Y)( i^bVchiraaYV hVbi k^`Vg^Zg& dX] Ygn¥i .1, kdadcirgZg %F^c`ve^c¥h MiVYh) b^hh^dc .,-2V&* MiVYhb^hh^dcZc ^ F^c`ve^c¥ Yg^kZg iks hZXdcY ]VcYWji^`Zg( Zc ^ F^c`ve^c¥h X^in dX] Zc ^ `veXZciZgdbgsYZi NdgcWn* ;aai vkZgh`diiZi ¥sg i^aa YZc Z¥cV kZg`hVb]ZiZc %F^c`ve^c¥h MiVYhb^hh^dc .,-2Z&*
3.1.2 Studiens upplägg
?c ^caZYVcYZ [vghijY^Z `dbbZg ¥vgVh [vg Vii h`VeV Zc ¥gjcY [vg `dbbVcYZ YZh^¥cVgWZiZ* >rg) Z[iZg [va_Zg Zc YZh^¥c[Vh( k^a`Zc h`V ¥ZcZgZgV YZh^¥cVaiZgcVi^k hdb hZYVc krgYZgVh bZY ]_rae Vk `kVa^iVi^kV ^ciZgk_jZg* OivkZg YZiiV `dbbZg Zc `kVci^iVi^k jcYZghv`c^c¥ ¥Zcdb[vgVh [vg Vii ¥Z Zii briWVgi gZhjaiVi ^ Z[[Z`i [vg YZ [gVbiV¥cV `dcXZeiZc* Oi^[gsc krgYZg^c¥Zc `dbbZg hajihVihZg `jccV YgVh dX] Zii hkVg es [dgh`c^c¥h[gs¥Vc ¥Zh*
7
3.2 Förstudie
?c [vghijY^Z `dbbZg ¥Zcdb[vgVh bZY hn[iZ Vii ¥Z [vg[ViiVgcV Zc vkZgWa^X` vkZg gZaZkVciV VheZ`) iZg Vii krkV ^c ^ egdXZhhZc k^Y [gVbiV¥c^c¥ Vk YZh^¥cVaiZgcVi^k dX] [vg Vii `jccV heZX^’XZgV Zc bsa¥gjee*
3.2.1 Kvalitativa intervjuer
Jg^brgYViV `dbbZg Vii hVbaVh ^c ¥Zcdb `kVa^iVi^kV ^ciZgk_jZg bZY bVg`cVYhX]Z[ dX] kZg`hVb) ]ZihaZYVgZ hVbi `dgiVgZ ^ciZgk_jZg bZY `jcYZg* <gnbVc %.,,.& bZcVg Vii ^ `kVa^iVi^kV ^ciZgk_jZg rg YZi Z[iZghigrkVchkrgi Vii asiV ^ciZgk_jc kVgV \Zm^WZa dX] [va_V YZc g^`ic^c¥ ^ciZgk_jeZghdcZch hkVg ¥sg ^( Ys YZiiV ¥Zg WsYZ `jch`Ve `g^c¥ dX] [vghisZahZ [vg kVY ^ciZgk_jeZghdcZc VchZg kVgV k^`i^¥i* GsaZi bZY `kVa^iVi^kV ^ciZgk_jZg rg Vii [s [naa^¥V dX] YZiVa_ZgVYZ hkVg* ?c haV¥h `kVa^iVi^k ^ciZgk_j rg YZc hZb^)higj`ijgZgVYZ( k^Y YZccV ine Vk ^ciZgk_j ]Vg [dgh`VgZc Zc ^ciZgk_j¥j^YZ ^ccZ]saaVcYZ gZaVi^ki heZX^’`V iZbVc hdb VkhZh WZgvgVh jcYZg ^ciZgk_jc* CciZgk_j¥j^YZc WZ]vkZg ^ciZ [va_Vh hig^`i jiVc [jc¥ZgVg bZg hdb Zii hivY [vg YZc hdb ji[vg ^ciZgk_jc* %<gnbVc( .,,.&
P^Y ji[dgbc^c¥Zc Vk ^ciZgk_j¥j^YZgcV `dbbZg <gnbVch %.,,.& g^`ia^c_Zg VckrcYVh* >Zi k^`i^) ¥VhiZ ^ Zc ^ciZgk_j¥j^YZ rg Vii YZ [gs¥dg dX] iZbVc hdb [vgWZgZiih ¥Zg bv_a^¥]Zi Vii [s ^c[dgbV) i^dc db ]jg YZ ^ciZgk_jVYZ jeeaZkZg YZc h^ijVi^dc ZaaZg YZi [ZcdbZc hdb jcYZghv`h %<gnbVc .,,.&* CciZgk_jch jcYZghv`c^c¥h[d`jh Wvg kVgV inYa^¥i( bZc YZ [gs¥Zhiraac^c¥Vg hdb ¥j^YZc Wn¥¥Zg es Wvg ^ciZ kVgV hs hcrkV Vii YZ ]^cYgVg Vii cnV ^YuZg ZaaZg hnchrii `Vc `dbbV [gVb jcYZg hVbiVaZi* <gnbVc %.,,.& gsYZg Vii k^Y [dgbjaZgVcYZi Vk Zc ^ciZgk_j¥j^YZ irc`V es Vii h`VeV dgY) c^c¥ WaVcY YZ iZbVc hdb rg V`ijZaaV( Vii VckrcYV Zii WZ¥g^ea^¥i hegs`( Z_ hiraaV aZYVcYZ [gs¥dg( Vii [dgbjaZgV ^ciZgk_j[gs¥dg dX] iZbVc hdb jcYZgariiVg hkVg es jcYZghv`c^c¥Zch [gs¥Zhiraac^c¥Vg hVbi Vii ^ciZgk_jc ¥Zcdb[vgh ^ Zc arbea^¥ b^a_v hdb ^ciZ hivg kVg`Zc gZhedcYZci ZaaZg ^ciZgk_jVgZ* %<gnbVc .,,.&
@vg Vii VcVanhZgV ^ciZgk_jZgcV `dbbZg Zc h`g^[ia^¥ hVbbVchiraac^c¥ Vk ^ciZgk_jZgcV bZY YZ VchiraaYV ¥vgVh hdb Zii hrii Vii `dc`gZi^hZgV YZ hkVg hdb ]Vg gZaZkVch [vg [vghijY^Zc* CciZgk_jZgcV bZY `jcYZg VcVanhZgVh ¥Zcdb Vii hkVgZc ¥gjeeZgVh Z[iZg [gs¥dgcV ^ da^`V iZbVc dX] hVbbVc) [ViiVh YrgZ[iZg*
3.2.2 Enkät
?c Zc`rijcYZghv`c^c¥ ¥_dgY dX] Y^hig^WjZgVY Vk Zc gZ`aVbWngs es jeeYgV¥ Vk F^c`ve^c¥h MiVYh) b^hh^dc `dbbZg Vii VckrcYVh hdb hZ`jcYrgYViV* OcYZghv`c^c¥Zc ¥Zcdb[vgYZh [vg Vii [s Zc v`VY [vghisZahZ [vg ]jg `dbbjcZch ^ckscVgZ jee[ViiVg F^c`ve^c¥h MiVYhb^hh^dc dX] YZ YZaVg Vk jcYZghv`c^c¥Zc hdb WZgvg hZXdcY ]VcY)kZg`hVb]ZiZc `dbbZg hijYZgVh dX] hVbbVc[ViiVh hdb YZa ^ [vghijY^Zc*
3.3 Designalternativ
Oi^[gsc YZi jcYZgaV¥ [vghijY^Zc ¥Zg `dbbZg Zc ZmeadgVi^k [Vh ¥Zcdb[vgVh hdb rg irc`i Vii gZhja) iZgV ^ Zc brc¥Y ^YuZg dX] `dcXZei* >Zc `dckZg¥ZciV [VhZc vkZg¥sg hZYVc i^aa Zc Y^kZg¥Zci [Vh Yrg YZ da^`V YZh^¥cVaiZgcVi^kZc `dbW^cZgVh dX] [vg’cVh dX] es hs hrii gZYjXZgVh i^aa Zii VciVa bv_a^¥V avhc^c¥Vg* >Z YZh^¥cbZidYZg hdb VckrcYh ^ gZheZ`i^kZ [Vh egZhZciZgVh cZYVc ^ `gdcdad¥^h` dgY) c^c¥*
8
3.3.1 Explorativ fas
?c mindmap %iVc`Z`VgiV& rg Zii Z[[Z`i^ki kZg`in¥ k^Y ^Yu¥ZcZgZg^c¥* G^cYbVeZc ¥Zg vkZgh^`i hVbi higj`ijgZgVg iVc`Vg dX] ^YuZg i^aa h`^aacVY [gsc ZmZbeZak^h a^hidg hdb rg bZg WZ¥grchVcYZ* C Zc b^cYbVe h`g^kh ^YuZgcV jee es Zc [g^ niV dX] `deeaVh hVbbVc ¥Zcdb Vii YgV higZX` bZaaVc YZb* >ZiiV veecVg jee iVc`VgcV dX] ¥vg YZi bZg Z[[Z`i^ki Vii ¥ZcZgZgV cnV ^YuZg dX] hZ hVbWVcY bZaaVc YZb* %H^ZahZc .,,/&
P^Y [gVbiV¥VcYZ Vk YZh^¥cVaiZgcVi^k `dbbZg dX`hs brainstorming VckrcYVh* <gV^chidgb^c¥ rg Zc bZidY [vg Vii ¥ZcZgZgV bsc¥V ^YuZg dX] da^`V `dcXZei %;gkdaV .,-0&* PVc PVa^c %.,-0& WZh`g^kZg [Zb gZ¥aZg [vg Zc anX`VY WgV^chidgb^c¥* >Zc [vghiV gZ¥Zac rg Vii WZ]VcYaV VaaV ^YuZg hdb WgV ^YuZg dX] ^ciZ [vg`VhiV cs¥di* LZ¥Za cjbbZg iks rg Vii gZhedcYZgV cn’`Zi dX] edh^i^ki es VaaV ^YuZg hdb ar¥¥h [gVb* LZ¥Za cjbbZg igZ rg Vii [vg kVg_Z ^Yu bVc [sg( hr¥V YZc dX] h`g^kV cZg YZc Ys YZi rg k^`i^¥i Vii VaaV ^YuZg jiignX`h dX] ]VbcVg {es WdgYZi¦* >Zc [_rgYZ gZ¥Zac rg Vii `kVci^iZi rg `kVa^iZi* >Zc [vghiV ^Yuc rg hraaVc YZc WrhiV dX] YZi rg Yrg[vg k^`i^¥i Vii ]V Zii hs hidgi VciVa ^YuZg hdb bv_a^¥i Vii ji¥s [gsc dX] hZYVc kra_V ji YZ WrhiV* >Zc h^hiV gZ¥Zac rg hajia^¥Zc Vii Wn¥¥V es VcYgVh ^YuZg dX] `dbW^cZgV da^`V ^YuZg [vg Vii h`VeV cnV bv_a^¥]ZiZg* %PVc PVa^c .,-0& ?ii hrii Vii ¥ZcZgZgV ^YuZg Z[iZg Vii \vYZi ^ WgV^chidgb^c¥Zc hiVccVi rg Vii VckrcYV h^¥ Vk VcidcnbZg( bdihVihdgY* AZcdb Vii irc`V ^ ZmigZbZg [gsc YZi bVc k^aa jeecs `Vc cnV ^YuZg jeehis( hdb hZYVc `Vc [vg’cVh %<Zg¥higvb .,,5( H^ZahZc .,,/&* ?ii VccVi rg Vii _rb[vgV YZc V`ijZaaV h^ijVi^dcZc bZY Zc VccVc dX] es hs hrii ]^iiV a^`cZahZg hdb `Vc aZYV [gVb i^aa cnV ^YuZg %H^ZahZc .,,/&*
3.3.2 Determinativ fas
P^Y krgYZg^c¥ Vk YZ da^`V `dcXZei^YuZgcV hdb ¥ZcZgZgVh ¥Zcdb WgV^chidgb^c¥ `dbbZg Zc värderingsmatris( rkZc `VaaVY Jj¥])X]Vgi( VckrcYVh* ?c krgYZg^c¥hbVig^h rg Zca^¥i ;gkdaV %.,-0& Zii kZg`in¥ [vg Vii krgYZgV `dcXZei ¥Zcdb Vii VckrcYV Zii Vk YZb hdb ji¥sc¥hejc`i dX] hZYVc _rb[vgV YZ VcYgV bZY YZiiV* Eg^iZg^Zg dX] bsa bZY `dbbjc^`Vi^dcZc heZX^’XZgVh dX] `dcXZe) iZc i^aaYZaVYZh YrgZ[iZg eajh( b^cjh ZaaZg cdaa WVhZgVi es YZhh hing`V ¥ZcZbdi YZi `dcXZei hdb VckrcYh hdb ji¥sc¥hejc`i* %;gkdaV .,-0& >Z da^`V `dcXZeiZc jikZX`aVh( [vg’cVh dX] [vgWriigVh YrgZ[iZg ¥Zcdb Vii `dbW^cZgVh bZY kVgVcYgV*
?[iZg krgYZg^c¥ ^ bVig^hZc jikZX`aVh YZ Wrhi gVc`VYZ `dcXZeiZc bZY ]_rae Vk design!rationale* >Zi ^ccZWrg h`^hhZg^c¥ Vk YZh^¥cVaiZgcVi^kZc dX] YZhh da^`V bv_a^¥]ZiZg %;gkdaV .,-0&* M`^hhZgcV i^aaYZaVh [gs¥Z) dX] jigdehiZX`Zc( [vg Vii k^hV es egdWaZb gZheZ`i^kZ avhc^c¥Vg( jiv`VYZ VaiZgcVi^k Vc¥Zh hVbi eajh dX] b^cjh [vg hing`dg gZheZ`i^kZ hkV¥]ZiZg* >rgZ[iZg kr¥h [vgYZaVg bdi cVX`YZaVg ^ YZ da^`V h`^hhZgcV bdi kVgVcYgV ^ccVc YZ Wrhi arbeVYZ VaiZgcVi^kZc jihZh* >Zi rg k^`i^¥i Vii WsYZ bsa¥gjeeZc dX] hrcYVgZch eZgheZ`i^k iVh ^ WZV`ic^c¥ k^Y krgYZg^c¥Zc( hVbi Vii VaiZgcVi^kZi hdb krgYZgVh h`V kVgV ¥Zcdb[vgWVgi* %;gkdaV .,-0&
3.3.3 Utformning av designalternativ
Oi[dgbc^c¥Zc Vk YZh^¥cVaiZgcVi^kZc `dbbZg Vii esWvg_Vh ¥Zcdb Y^¥^iVa h`^hhZg^c¥ dX] ^chVba^c¥ Vk ^che^gVi^dc* >rgZ[iZg `dbbZg [gVbiV¥VcYZ Vk Xden( [did¥gV[Zg^c¥ hVbi Y^¥^iVa egdYjXZg^c¥ Vk jiYgV¥ jg `dcXZeiZc Vii h`Z*
9
3.4 Värdering
>Z [gVbiV¥cV YZh^¥cVaiZgcVi^kZc `dbbZg Vii krgYZgVh Zbe^g^h`i [vg Vii jcYZghv`V db YZ jee) [naaZg VkhZYYV hn[iZc dX] bsa* >ZiiV ¥vgh ¥Zcdb ^ciZgk_jZg Yrg YZh^¥cVaiZgcVi^kZc kr¥h bdi kVgVcYgV* ?[iZg ^ciZgk_jZgcV ¥Zcdb[vgh Zc Zc`rijcYZghv`c^c¥ dca^cZ Yrg `dcXZeiZc krgYZgVh `kVci^iVi^ki*
3.4.1 Intervjuer
F^`hdb k^Y ^ciZgk_jZgcV ^ [vghijY^Zc( `dbbZg Zc hZb^higj`ijgZgVY ^ciZgk_j¥j^YZ VckrcYVh k^Y ¥Zcdb[vgVcYZi Vk ^ciZgk_jZgcV ^ jikrgYZg^c¥Zc %hZ /*.*-& dX] YZ [dgh`c^c¥hZi^h`V eg^cX^eZgcV Z[) iZg[va_Vh %hZ /*1&* @vg Vii [s hskra WV`¥gjcY hdb hivggZ [vghisZahZ [vg YZ hkVg hdb ¥Zh `dbbZg ^c) iZgk_jZgcV ^caZYVh bZY YZbd¥gV’h`V [gs¥dg hVbi [gs¥dg ¥raaVcYZ ^ciZgk_jeZghdcZgcVh ^chiraac^c¥ i^aa dX] kVcdg `g^c¥ hZXdcY ]VcY dX] kra¥vgZc]Zi* >rgZ[iZg vkZg¥sg ^ciZgk_jc ^ Zc ldg`h]de)YZa Yrg ^ciZgk_jeZghdcZgcV [sg iV YZa Vk `dcXZeiZc*
CciZgk_jZgcV `dbbZg Vii VcVanhZgVh bZY ]_rae Vk `kVa^iVi^k ^cYj`i^dc* >ZccV bZidY ^ccZWrg ^chVba^c¥ Vk ^c[dgbVi^dc ¥Zcdb ^ciZgk_jZg bZY veecV [gs¥dg dX] ¥gjcYa^¥ VcVanh Vk bViZg^VaZi [gsc ^ciZgk_jZgcV Yrg bViZg^VaZi Wgnih cZg ^ b^cYgZ WZhiscYhYZaVg dX] ¥gjeeZgVh( WaVcY VccVi bZY ]_rae Vk Zii V[’c^iZihY^V¥gVb* Js YZiiV hrii `Vc bvchiZg dX] iZbVc jgh`^a_Vh k^a`V `Vc ¥ZcZgZgV ¥ZcZgZaaV gZhjaiVi* %JViidc .,-1( =gZhlZaa .,-0& MajihVihZg `dbbZg Vii YgVh ji^[gsc ^YZci^’ZgVYZ bvchiZg dX] iZbVc dX] ¥Z hkVg es [dgh`c^c¥h[gs¥Vc* >ZhhV Wa^g hZYVc jcYZgaV¥ i^aa k^YVgZ Y^h`jh) h^dc( gZ`dbbZcYVi^dcZg hVbi [vghaV¥ es [dgihViiV hijY^Zg*
3.4.2 Enkät
@vg Vii [s Zii hiVi^hi^h`i briWVgi hkVg es ]jg `dcXZeiZc eskZg`Vg k^aa^¥]ZiZc Vii WZiVaV `dbbZg `kVci^iVi^k YViV hVbaVh ^c ¥Zcdb Zc Zc`rijcYZghv`c^c¥* LZhjaiViZc `dbbZg Vii VcVanhZgVh ¥Zcdb Zii N)iZhi ^ hiVi^hi^`egd¥gVbbZi C<G MJMM MiVi^hi^Xh ./ [vg Vii hr`ZghiraaV db YZi ’cch hiVi^hi^h`i h^¥c^’`VciV h`^aacVYZg ^ YViVc*
3.5 Forskningsetiska principer
OcYZg ^ciZgk_jegdXZhhZc `dbbZg PZiZch`VehgsYZih %.,-1& Zi^h`V g^`ia^c_Zg [va_Vh* >ZhhV rg hVb) bVchiraaYV ^ [ngV [dgh`c^c¥hZi^h`V eg^cX^eZg dX] ji¥vg Zc ZhhZci^Zaa YZa k^Y kZiZch`Vea^¥ [dgh`c^c¥ Yrg ^ciZgk_j VckrcYh hdb bZidY* PZiZch`VehgsYZih %.,-1& ^c[dgbh) dX] hVbinX`Zh`gVk ^ccZWrg Vii eZghdcZc h`V [s ^c[dgbVi^dc db hijY^Zch jeear¥¥ dX] hn[iZ hVbi hn[iZi bZY h_rakV ^ciZg) k_jc* >Zc ^ciZgk_jVYZ eZghdcZc h`V rkZc Wa^ ^c[dgbZgVY db Vii YZaiV¥VcYZi rg [g^k^aa^¥i dX] Vii ^ciZgk_jc `Vc VkhajiVh crg hs vch`Vh* Edc’YZci^Va^iZih`gVkZi ¥raaZg ^chVbaVYZ jee¥^[iZg db YZc ^ciZgk_jVYZ eZghdcZc( k^a`V h`V ]VciZgVh kVghVbi* ;cdcnb^iZi Wvg rkZc VckrcYVh ^ hivghiV bv_a^¥V bsc dX] Vaa ejWa^XZgVY ^c[dgbVi^dc db eZghdcZc h`V ¥dY`rccVh* Hnii_VcYZ`gVkZi ^ccZWrg Vii YZc ^c[dgbVi^dc hdb hVbaVih ^c ZcYVhi [sg VckrcYVh i^aa YZc V`ijZaaV [dgh`c^c¥ hdb ^ciZgk_jc ^c¥sg ^* %PZiZch`VehgsYZi .,-1&
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4. Förstudie ?c [vghijY^Z ¥Zcdb[vgYZh [vg Vii h`VeV Zc ¥gjcY i^aa [dgihVii VgWZiZ dX] [gVbiV¥VcYZ Vk YZh^¥c) VaiZgcVi^k* @vghijY^Zc WZhidY Vk igZ YZaVg6 `kVa^iVi^kV ^ciZgk_jZg bZY bVg`cVYhX]Z[ dX] kZg`hVb) ]ZihaZYVgZ( `dgiV ^ciZgk_jZg bZY `jcYZg hVbi gZaZkVciV YZaVg jg gZhjaiViZi Vk Zc Zc`rijcYZghv`) c^c¥ ji[vgY Vk ZmiZgc eVgi* EVe^iaZi VkhajiVh bZY YZ ^ch^`iZg [vghijY^Zc gZhjaiZgVYZ ^*
4.1 Intervjuer med marknadschef och verksamhetsledare
EkVa^iVi^kV ^ciZgk_jZg bZY F^c`ve^c¥h hiVYhb^hh^dch bVg`cVYhX]Z[ dX] bZY kZg`hVb]ZihaZYVgZc [vg hZXdcY ]VcY)Wji^`ZgcV ¥Zcdb[vgYZh hdb YZa Vk [vghijY^Zc* >ZhhV ¥_dgYZh ^ hn[iZ Vii [s hivggZ `jch`Ve dX] [vghisZahZ `g^c¥ dg¥Vc^hVi^dcZch kZg`hVb]Zi dX] `dbbjc^`Vi^dc hVbi bZg heZX^’`i db hZXdcY ]VcY)kZg`hVb]ZiZc* CciZgk_jZgcV ji¥^X` [gsc iks da^`V ^ciZgk_j¥j^YZg %hZ W^aV¥V -&( ¥Zcdb[vgYZh ^ dhivgY b^a_v dX] ]vaa h^¥ ^cdb jihVii i^YhgVb es /, b^cjiZg* OcYZg ^ciZgk_jZgcV [vgYZh VciZX`c^c¥Vg es YVidg dX] a_jYjeeiV¥c^c¥ es bdW^a ¥_dgYZh* >Zc hVbaVYZ W^aYZc Vk YZ iks ^ciZgk_jZgcV egZhZciZgVh cZYVc*
4.1.1 Intervju med marknadschef
Mn[iZi bZY hiVYhb^hh^dcZch VgWZiZ rg Vii h`VeV Zii brch`a^¥VgZ hVb]raaZ dX] ’ccVh i^aa [vg VaaV* F^c`ve^c¥h MiVYhb^hh^dc k^aa kVgV Zc hdX^Va V`ivg hdb ’cch es eaVih dX] `Vc eskZg`V WZhajih[Vi) iVgZ dX] brcc^h`dg hVbi an[iV hdX^VaV egdWaZb hdb ’cch ^ hVb]raaZi* >Zi [V`ijb Vii hiVYhb^hh^d) cZc rg Zc ad`Va [vgZc^c¥ hZh WsYZ hdb Zc [vg) dX] cVX`YZa* Ming`Vc a^¥¥Zg ^ Vii bVc `Vc h^c gZ¥^dc dX] `rccZg i^aa [vgjihriic^c¥VgcV ^ YZc( bVc kZi k^a`V hdb hing dX] k^a`V jibVc^c¥Vg hdb ’cch* MVbi^Y^¥i WZh`g^kh YZi hdb Zc cVX`YZa Vii bVc rg a^iZc dX] ad`Va dX] ^ \ZgV [Vaa hV`cVg Zc vkZg¥g^) eVcYZ dg¥Vc^hVi^dc dX] Zc hVbkZg`Vc hdb ^ccZWrg hrc`iV `dhicVYZg [vg YZc ad`VaV [vgZc^c¥Zc*
?ca^¥i bVg`cVYhX]Z[Zc rg hZXdcY ]VcY)kZg`hVb]ZiZc Zc k^`i^¥ hnbWda [vg F^c`ve^c¥h MiVYhb^h) h^dc hskra hdb [vg aVcYZih vkg^¥V hiVYhb^hh^dcZg* >ZiiV WZgdg es Vii hZXdcY ]VcY)Wji^`Zg d[iV rg YZc kZg`hVb]Zi hdb hiVgiVi [vghi dX] YrgbZY hZh hdb cs¥di Zc hiVYhb^hh^dc {h`V ]V¦* MZXdcY ]VcY)Wji^`ZgcV hisg [vg VgWZihigrc^c¥ [vg brcc^h`dg bZY egdWaZb Vk da^`V haV¥ hdb ]^cYgVg YZb [gsc Vii [s Zii g^`i^¥i _dWW( bZc rg dX`hs Zc hnbWda [vg siZgk^cc^c¥ dX] siZgWgj`* Mn[iZi bZY YZ hdX^VaV [vgZiV¥Zc rg YjWWZai( YZah Vii i_rcV eZc¥Vg hdb `Vc siZg^ckZhiZgVh ^ kZg`hVb]ZiZc bZc [gVb[vgVaai Vii ¥Z brcc^h`dg X]Vch Vii VgWZihigrcV*
>Z jibVc^c¥Vg hZXdcY ]VcY)kZg`hVb]ZiZc WgdiiVh bZY ]VcYaVg db Vii [s brcc^h`dg hdb kVc) a^¥ik^h ^ciZ WZhv`Zg hZXdcY ]VcY)Wji^`Zg Vii `dbbV i^aa Wji^`ZgcV* >Zi WZh`g^kh hdb k^`i^¥i Ys YZi ¥Zg Zc X]Vch Vii [s brcc^h`dg Vii rcYgV h^c ^chiraac^c¥ dX] veecV h^ii WZiZZcYZ `g^c¥ hZXdcY ]VcY* MZXdcY ]VcY)kZg`hVb]ZiZc ]Vg bsc¥V edh^i^kV `dchZ`kZchZg z YZi rg b^a_vkrca^¥i( Z`dcd) b^h`i hVbi h`VeVg i^aa[raaZ [vg VgWZihigrc^c¥ z k^a`Zi `jcYZc `Vc Wa^ bZYkZiZc db crg YZc WZhv`Zg Wji^`ZgcV* AZcdb Vii brcc^h`dg WZhv`Zg Wji^`ZgcV `Vc YZ Wa^ jeebrg`hVbbVYZ es Vii YZ dX`hs `Vc W^YgV ¥Zcdb Vii h`rc`V `arYZg dX] egnaVg* ;ii [s brcc^h`dg Vii [vghis ]Za]ZiZc dX] Vii YZ `Vc ]_raeV i^aa rg Zc ¥gjcY [vg Zc¥V¥ZbVc¥ k^a`Zi ^ciZ VchZh `dbbjc^XZgVh ^YV¥*
MdX^VaV bZY^Zg rg Zc k^`i^¥ bVg`cVYh[vg^c¥h`VcVa hdb VckrcYh ^ hidg jihigrX`c^c¥* Hn]ZihWgZk h`^X`Vh rkZc ji i^aa da^`V ^cigZhhZciZg hdb Zii hrii Vii WZgriiV kVY bVc ¥vg ^ kZg`hVb]ZiZc dX] bZY
11
YZ bZYZa hdb `dbbZg ^c* ?kZci rg cs¥di bVc rg edh^i^k i^aa dX] ¥rgcV VcdgYcVg( bZc YZ `grkZg bnX`Zi gZhjghZg k^a`Zi ¥vg Vii hsYVcV ZcYVhi VggVc¥ZgVh ^ WZ¥grchVY h`VaV* Js ¥gjcY Vk `cVee WjY¥Zi VckrcYh ^ciZ cs¥gV VcYgV bVg`cVYh[vg^c¥h`VcVaZg [gZ`kZci*
>Zc bsa¥gjee bVc k^aa cs bZY hZXdcY ]VcY)kZg`hVb]ZiZc rg nc¥gZ brcc^h`dg z hijYZciZg dX] VcYgV jc¥V kjmcV* >Zi rg Zc bsa¥gjee hdb Wg^ccZg [vg bsc¥V Vk YZ [gs¥dg hiVYhb^hh^dcZc VgWZiVg bZY( YZ rg igZcY`rcha^¥V dX] hZh hdb Zc `vehiVg` bsa¥gjee hdb ]Vg hidg iZcYZch Vii siZgkrcYV Z[iZg Zii [vghiV WZhv`* Gsa¥gjeeZc WZh`g^kh dX`hs hdb k^`i^¥ ^ Zii arc¥gZ eZgheZ`i^k Ys Zc `dciV`i ¥Zcdb hZXdcY ]VcY)kZg`hVb]ZiZc ^ i^Y^¥ saYZg `Vc gZhjaiZgV ^ Vii igvh`Zac [vg Vii Wa^ bscVYh¥^kVgZ ZaaZg kdadcirg hZcVgZ ^ a^kZi hrc`h* >Zi rg Yrg[vg Zc bsa¥gjee F^c`ve^c¥h MiVYhb^h) h^dc bZYkZiZi g^`iVg h^¥ i^aa WsYZ ^ h^c Y^¥^iVaV dX] ignX`iV `dbbjc^`Vi^dc( WaVcY VccVi es hdX^VaV bZY^Zg dX] ¥Zcdb Vii VccdchZgV bZY \nZgh dX] V[’hX]Zg es F^c`ve^c¥h jc^kZgh^iZi* >Zc `db) bZgh^ZaaV kZg`hVb]ZiZc hZh hdb Zc WgV ^c¥sc¥ i^aa dg¥Vc^hVi^dcZc Ys YZc es Zii gZaVi^ki Zc`Zai hrii `Vc adX`V brcc^h`dg i^aa h^¥ dX] ig^¥¥Vg Zii `veWZiZZcYZ* ;ii [s brcc^h`dg Vii `veV cs¥di [vg Vii W^YgV i^aa kZg`hVb]ZiZc rg Zc`aVgZ rc Vii eskZg`V brcc^h`dg i^aa Vii ¥Z Vk h^c i^Y dX] h^cV eZc¥Vg( cs¥di hdb rg bZg igda^¥i Vii bVc ¥vg crg bVc [sii Zc gZaVi^dc i^aa dg¥Vc^hVi^dcZc dX] [vghisZahZ [vg YZhh VgWZiZ*
4.1.2 Intervju verksamhetsledare
PZg`hVb]ZihaZYVgZc WZh`g^kZg hn[iZi bZY kZg`hVb]ZiZc hdb ijYZaVi7 Wji^`Zc h`V [jc¥ZgV hdb Zc hZXdcY ]VcY)Wji^` bZc VckrcYh dX`hs [vg VgWZih^ciZ¥gVi^dc ¥Zcdb Vii Wji^`Zc rg Zc eaVih [vg VgWZihigrc^c¥* PZg`hVb]ZiZch [grbhiV hn[iZ rg YdX` Vii ]_raeV YZc Zch`^aYV eZghdcZc [vg Zii brch`a^¥VgZ hVb]raaZ* Gv_a^¥]ZiZc Vii ¥Z Zc eZghdc Zii Z¥ZckrgYZ dX] Z¥ZcbV`i vkZg h^ii a^k rg Yrg[vg YZi hdb ^ hivghi jihigrX`c^c¥ Yg^kZg kZg`hVb]ZiZc*
<ji^`ZgcVh `jcY`a^ZciZa rg bnX`Zi Y^[[ZgZci^ZgVi* ?c YZa `jcYZg rg ^cigZhhZgVYZ Vk siZgk^cc^c¥ dX] {gZbV`Z¦ bZYVc VcYgV ]Vg as¥ ^c`dbhi dX] k^aa ]VcYaV W^aa^¥i* P^hhV rg ^cigZhhZgVYZ Vk YZc 1,) dX] 2,)iVahhi^a es hskra `arYZg hdb egnaVg dX] bvWaZg hdb ¥sg Vii ]^iiV ^ Wji^`ZgcV dX] VcYgV Vk Vci^`k^iZiZg* ?c YZa Vk `jcY`a^ZciZaZi rg dX`hs brcc^h`dg [gsc F^c`ve^c¥h MiVYhb^hh^dch vkg^¥V kZg`hVb]Zi( ZmZbeZak^h brcc^h`dg bZY Ygd¥b^hhWgj` hdb [sg gZ`k^h^i^dcZg Vii ]VcYaV [vg ^ Wji^) `ZgcV* >Zc hiVg`VhiZ bsa¥gjeeZc rg YZ `jcYZg hdb ]VcYaVg hZXdcY ]VcY es ¥gjcY Vk Vii YZ ^ciZ ]Vg i^aagrX`a^¥i bZY eZc¥Vg [vg Vii ]VcYaV ^ kVca^¥V Wji^`Zg* >Zc `jcY¥gjee hdb jeeaZkh hV`cVh dX] hdb bVc h`jaaZ k^a_V VgWZiV ^ciZch^kVgZ bZY rg hijYZciZg* MijYZciZgcV rg Zc hidg `jcY¥gjee k^a`V `dbbZg cnV i^aa hiVYZc kVg_Z sg dX] h`V ^ bsc¥V [Vaa hriiV h^ii [vghiV Wd* >Z ]Vg YZhhjidb WsYZ Zii Z`dcdb^h`i irc` dX] Zii b^a_virc` k^a`Zi ¥sg kra ^]de bZY hZXdcY ]VcY)iVc`Zc*
=^inWji^`Zc rg bZg `rcY rc YZc hdb a^¥¥Zg jiVc[vg XZcigjb( crgV Zii dbgsYZ bZY `veXZciZg* >Zc VcYgV Wji^`Zc a^¥¥Zg crgV VcYgV hZXdcY ]VcY)Wji^`Zg dX] YgVg i^aa h^¥ `jcYZg hdb rg es {hZXdcY ]VcY)gjcYV¦ bZYVc X^inWji^`Zc ^ hivggZ jihigrX`c^c¥ WZhv`h Vk `jcYZg hdb egdbZcZgVg [vgW^ Wji^`Zc es kr¥ i^aa VcYgV hiraaZc* =^inWji^`Zc ]Vg YdX` Zii hs `VaaVi <)ar¥Z dX] WZh`g^kh a^¥¥V a^iZ {d[[ ¦ _rb[vgi bZY vkg^¥V Wji^`Zg ^ XZcigjb* ?c jibVc^c¥ rg Vii adX`V `jcYZg i^aa Wji^`Zc dX] Zc VccVc Vii `dckZgiZgV WZhv`VgZ i^aa `jcYZg*
MZXdcY ]VcY)Wji^`ZgcV bVg`cVYh[vgh i^aa hidg YZa ¥Zcdb F^c`ve^c¥h MiVYhb^hh^dch @VXZWdd`) h^YV dX] CchiV¥gVb)`dcid* ?c YZa ZkZci VcdgYcVh dX`hs ^ Wji^`Zc( ZmZbeZak^h bdYZk^hc^c¥Vg(
12
hdb Zii hrii Vii h`VeV jeebrg`hVb]Zi hskra hdb V`i^k^iZi gjci Wji^`ZgcV* PVY ¥raaZg vkg^¥ `db) bjc^`Vi^dc( ZmZbeZak^h ^ Wji^`( bZcVg kZg`hVb]ZihaZYVgZc Vii inYa^¥VgZ `dbbjc^`Vi^dc `g^c¥ kVY eZc¥VgcV ¥sg i^aa igda^¥ik^h h`jaaZ W^YgV i^aa v`VY k^a_V Vii W^YgV* GVc vch`Vg `jccV k^hjVa^hZgV es Zii inYa^¥i hrii ]jg bnX`Zi eZc¥Vg hdb `dbbZg ^c dX] kVY YZ VckrcYh i^aa* >ZiiV rg Zii hrii Vii `db) bjc^XZgV Vii ]VcYaV es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY rg Zii `dc`gZi hrii Vii ]_raeV i^aa dX] ¥vgV cs¥di si YZ ]deeavhV h^ijVi^dcZg k^ bViVh bZY kVg_Z YV¥ ¥Zcdb bZY^V* Majia^¥Zc bZcVg kZg`hVb]ZihaZYVgZc Vii cs¥di Vk YZi WrhiV bZY kZg`hVb]ZiZc dX] _dWWZi rg VaaV YZ [VciVhi^h`V WZgriiZahZg hdb bVc [sg kVgV bZY db( ]vgV db dX] YZaV bZY VcYgV*
4.2 Intervju med besökare och kunder
@vghijY^Zc ^c`ajYZgVYZ dX`hs Zii VciVa ^ciZgk_jZg bZY WZhv`VgZ dX] `jcYZg es eaVih ^ F^c`ve^c¥h MiVYhb^hh^dch X^inWji^`* CciZgk_jZgcV hn[iVYZ i^aa Vii jcYZghv`V kVg[vg bVc kra_Zg Vii ]VcYaV es hZXdcY ]VcY( kVg[vg _jhi es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY hVbi db `jch`Ve db kVY eZc¥VgcV ¥sg i^aa ’cch* .1 eZghdcZg YZaid¥ ^ `dgiVgZ ^ciZgk_jZg( .- `k^ccdg dX] [ngV brc* CciZg) k_jZgcV bZY `jcYZg dX] WZhv`VgZ WZhidY Vk `dgiVgZ [gs¥dg Yrg hkVgZc Yd`jbZciZgVYZh ¥Zcdb VciZX`c^c¥Vg ^ Zc [gVbiV¥Zc bVaa %hZ W^aV¥V .& [vg Vii jcYZgariiV hVbbVchiraac^c¥Zc* >ZaiV¥VgcV i^aa[gs¥VYZh es eaVih db Vii YZaiV ^ hijY^Zc* @vgYZac^c¥Zc vkZg YZaiV¥VgcV ^ `jcY^ciZgk_jZgcV egZ) hZciZgVh ^ iVWZaa -*
GZgeVgiZc Vk YZ ^ciZgk_jVYZ `jcYZgcV Vc¥Vk \ZgV h`ra i^aa Vii YZ WZhv`Zg dX] ]VcYaVg ^ hZXdcY ]VcY)Wji^`Zg* ?ca^¥i i^d eZghdcZg WZgdg YZi es Vii YZi rg W^aa^¥i Vii ]VcYaV hZXdcY ]VcY dX] Vii YZi ¥sg Vii [ncYV( YZi k^aa hr¥V `veV hV`Zg i^aa Zc W^aa^¥VgZ `dhicVY rc YZhh krgYZ* H^d eZghdcZg WZgri) iVYZ Vii b^a_vVheZ`iZc hshdb siZgVckrcYc^c¥ dX] b^ch`VY `dchjbi^dc rg VcaZYc^c¥Zc i^aa WZhv` dX] `ve( siiV eZghdcZg bZcVg Vii YZ WZhv`Zg hZXdcY ]VcY)Wji^`Zg [vg Vii YZ inX`Zg Vii YZi rg gda^¥i ZaaZg herccVcYZ dX] h_j eZghdcZg jee¥Vk Vii YZ ¥rgcV i^iiVg Z[iZg hV`Zg bZY Vci^`i krgYZ ZaaZg rg ^cigZhhZgVYZ Vk gZigd* Nks eZghdcZg Vc¥Vk kra¥vgZc]Zi hdb Zc VcaZYc^c¥ i^aa Vii ]VcYaV es hZXdcY ]VcY*
;caZYc^c¥VgcV i^aa Vii YZ ^ciZgk_jVYZ eZghdcZgcV WZhv`iZ _jhi F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` WZh`gZkh hdb Vii YZc a^¥¥Zg crgV ]Zb( _dWW ZaaZg h`daV %-- eZghdcZg&( Vii eZghd) cZc VchZg h^¥ kVgV hiVb`jcY %1 eZghdcZg& ZaaZg Vii YZi ’cch Zc Vc`cnic^c¥ i^aa kZg`hVb]ZiZc %- eZghdc&* AZbZchVbi [vg \ZgV eZghdcZg kVg Vii YZi ^ciZ [Vcch cs¥dc heZX^’` VccVc VcaZYc^c¥ i^aa WZhv`Zi es _jhi MiVYhb^hh^dcZch hZXdcY ]VcY %4 eZghdcZg&*
?akV eZghdcZg ]VYZ `jch`Ve db Vii eZc¥VgcV hdb ¥ZcZgZgVh ¥Zcdb kZg`hVb]ZiZc ¥sg Y^gZ`i i^aa YZc ad`VaV kZg`hVb]Zi hdb F^c`ve^c¥h MiVYhb^hh^dc WZYg^kZg* ?c eZghdc hVYZ h^¥ kZiV Vii bZYaZc ¥sg i^aa ^cg^`Zh ]_raekZg`hVb]Zi dX] iks eZghdcZg jee¥Vk Vii `ve W^YgVg i^aa LvYV `dghZih kZg`hVb]Zi* @ngV eZghdcZg Vchs¥ h^¥ ^ciZ kZiV kVY eZc¥VgcV ¥sg i^aa dX] h_j jee¥Vk Vii YZ ]deeVh Vii eZc¥VgcV ¥sg i^aa cs¥di WgV hshdb ]_raekZg`hVb]Zi*
Tabell 1. Intervjuade kunder
13
?c eZghdc jee¥Vk heZX^’`i Vii Zc VcaZYc^c¥ i^aa Vii YZccZ ]VcYaVg rg Vii eZc¥VgcV ¥sg i^aa kra) ¥vgZc]Zi dX] Zc VccVc hV Vii dgYc^c¥Zc ^ Wji^`Zc %hshdb eaVXZg^c¥( h`naiVg dX] VkYZac^c¥Vg& eskZg`Vg db YZccZ ]VcYaVg ZaaZg ^ciZ*
4.3 Enkätundersökning
HZYVc egZhZciZgVh gZhjaiViZc [gsc Zc`rijcYZghv`c^c¥Zc hdb [vg[ViiVgcV iV¥^i YZa Vk* >ZaVg hdb WZgvg hZXdcY ]VcY)kZg`hVb]ZiZc ]Vg kVaih ji* C jcYZghv`c^c¥Zc YZaid¥ --1 eZghdcZg* C iVWZaa . dX] / egZhZciZgVh gZhedcYZciZgcVh `vch) dX] saYZgh[vgYZac^c¥*
qkZg 5,# Vk gZhedcYZciZgcV `rcYZ i^aa F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^`Zg( k^a`Zi ¥vg hZXdcY ]VcY)kZg`hVb]ZiZc i^aa YZgVh bZhi kra`rcYV kZg`hVb]Zi* 31# Vk YZ hkVgVcYZ ]Vg Vc¥Zii Vii YZ VchZg hiVYhb^hh^dcZch kZg`hVb]Zi kVgV bnX`Zi k^`i^¥i dX] 2,# ]Vg jee¥Zii Vii F^c`ve^c¥h MiVYhb^hh^dc ]Vg ]v¥ igdkrgY^¥]Zi* GZgeVgiZc Vk YZ hkVgVcYZ %3-#& ]Vg cs¥dc ¥sc¥ W^YgV¥^i i^aa kZg`hVb]ZiZc dX] Ys [grbhi ¥Zcdb Vii arbcV hV`Zg dX] `arYZg i^aa hZXdcY ]VcY) kZg`hVb]ZiZc* >Z hdb ^ciZ W^YgV¥^i bZc `Vc irc`V h^¥ Vii ¥vgV YZiiV ^ [gVbi^YZc rg i^aa hivghiV YZa hkVgVcYZc jcYZg 0, sg dX] YZ [vgZYgVg Ys Vii h`rc`V hV`Zg i^aa hZXdcY ]VcY)kZg`hVb]ZiZc [gVb[vg Zii gZci Z`dcdb^h`i W^YgV¥* 04(1# Vc¥Zg Vii YZc ad`VaV Vc`cnic^c¥Zc rg k^`i^¥ [vg Vii k^a_V W^YgV i^aa Zc ]_raedg¥Vc^hVi^dc*
4.4 Insikter
Cch^`iZgcV [gsc [vghijY^Zc ]Vg W^YgV¥^i i^aa heZX^’XZg^c¥ Vk bv_a^¥V kr¥Vg [vg YZh^¥cVaiZgcVi^k hVbi aZii [gVb i^aa Zc eg^brg bsa¥gjee [vg `VbeVc_bViZg^VaZi*
4.4.1 Möjliga öppningar för designalternativ
CciZgk_jZgcV bZY WZhv`VgZ dX] `jcYZg %hZ 0*.& k^hVg Vii bsc¥V ^ciZ kZi Vii eZc¥VgcV hdb hZXdcY ]VcY)Wji^`ZgcV ¥ZcZgVg ¥sg i^aa F^c`ve^c¥h MiVYhb^hh^dch ad`VaV kZg`hVb]Zi* >rg[vg rg YZi gZaZ) kVci Vii `dbbjc^`Vi^dcZc [vgbZYaVg YZiiV* <sYZ bVg`cVYhX]Z[ dX] kZg`hVb]ZihaZYVgZ jee¥Zg Vii YZc ad`VaV Vc`cnic^c¥Zc rg k^`i^¥ %hZ 0*-*- $ 0*-*.&* Bra[iZc Vk YZ hkVgVcYZ [gsc Zc`rijcYZg) hv`c^c¥Zc Vc¥Zg Vii YZc ad`VaV Vc`cnic^c¥Zc rg Zc k^`i^¥ dghV` i^aa Vii k^a_V W^YgV i^aa Zc ]_raedg¥V) c^hVi^dc %hZ 0*/&* PZih`VeZc db kVY `jcYZc W^YgVg i^aa ¥vg Vii YZccZ `Vc `rccV h^¥ bZg WZcr¥Zc
Tabell 2. Könsfördelning enkätundersökning
Tabell 3. Åldersfördelning enkätundersökning
14
Vii ]VcYaV %hZ .*. dX] 0*-*.&* CciZgk_jZgcV bZY `jcYZg dX] WZhv`VgZ k^hVg dX`hs Vii \ZgV Vk YZb ^ciZ ar¥¥Zg hidg k^`i k^Y k^a`Zc hZXdcY ]VcY)Wji^` bVc WZhv`Zg* Gsc¥V jee¥Zg Vii YZ ]deeVh Vii eZc¥VgcV ¥sg i^aa {cs¥di WgV¦ %hZ 0*.&* >Zc ad`VaV Vc`cnic^c¥Zc rg YZi hdb hrgh`^a_Zg F^c`ve^c¥ MiVYhb^hh^dch hZXdcY ]VcY ¥ZciZbdi vkg^¥V hZXdcY ]VcY)Wji^`Zg ^ hiVYZc* @d`jh es hrgh`^a_VcYZ Z¥Zch`VeZg ]dh Zc dg¥Vc^hVi^dc rg k^`i^¥i Ys YZi `Vc ^c\jZgV `ve %hZ .*/&*
PZg`hVb]ZihaZYVgZc WZgriiVg db [VciVhi^h`V WZgriiZahZg YZccZ [sii iV YZa Vk ¥Zcdb kZg`hVb]ZiZc %hZ 0*-*.&* >ZhhV `Vc [vgbZYaVh ¥Zcdb hidgniZaa^c¥ dX] `Vc es hs hrii krX`V `rchadg hdb eskZg`Vg WZcr¥Zc]ZiZc Vii k^a_V ]VcYaV %hZ .*0 $ .*1&* @vghijY^Zc k^hVg Vii k^`i^¥V VcaZYc^c¥Vg i^aa WZhv` dX] `ve es Zc hZXdcY ]VcY)Wji^` rg Vii YZi rg W^aa^¥i dX] b^a_vkrca^¥i es ¥gjcY Vk siZgVckrcYc^c¥* Gsc¥V WZhv`Zg dX`hs hZXdcY ]VcY)Wji^`Zg [vg Vii ]^iiV gZigdegnaVg( Vci^`V ZaaZg jc^`V hV`Zg k^a`V ^ciZ `Vc ]^iiVh ^ kVca^¥V Wji^`Zg* %hZ .*.( 0*-*. $ 0*.& >ZhhV VcaZYc^c¥Vg rg Yrg[vg gZaZkVciV Vii VcheZaV es [vg Vii `dbbjc^`Vi^dcZc h`V cs [gVb i^aa `jcYZgcV*
@vghijY^Zc dX] iZdg^c k^hVg Vii YZi ’cch \ZgV h`ra i^aa Vii ]VcYaV ^ hZXdcY ]VcY)Wji^`Zg( kVgVk b^a_v) dX] eg^hbrhh^¥V VcaZYc^c¥Vg rg YZ iks kVca^¥VhiZ i^aahVbbVch bZY bv_a^¥]ZiZc Vii ]^iiV Zc jc^` egdYj`i* >ZhhV h`ra rg YrgbZY gZaZkVciV Vii h`VeV VhhdX^Vi^dcZg i^aa ^ `dbbjc^`Vi^dcZc* OivkZg YZiiV rg YZi YZc ad`VaV Vc`cnic^c¥Zc hdb rg YZi hrgh`^a_VcYZ [vg F^c`ve^c¥h MiVYhb^h) h^dch hZXdcY ]VcY)Wji^`Zg dX] YZc rg Yrg[vg k^`i^¥ Vii an[iV [gVb* >ZhhV [ngV7 b^a_vkrca^¥i( W^aa^¥i( jc^`V egdYj`iZg dX] ad`Va Vc`cnic^c¥( hZh Yrg[vg hdb XZcigVaV YZaVg ^ YZi hdb `dbbjc^`Vi^dcZc h`V [vgbZYaV*
4.4.2 Målgrupp
Oi^[gsc [vghijY^Zch da^`V YZaVg ]Vg bsa¥gjeeZc -4)/, sg heZX^’XZgVih hdb YZc eg^brgV* PZg`) hVb]ZihaZYVgZc ]rkYVg Vii YZi ’cch Zc VkhV`cVY Vk hijYZciZg ^ Wji^`ZgcV( k^a`V h`jaaZ `jccV kVgV Zc hidg `jcY¥gjee %hZ 0*-*.&* >Zhhjidb jee¥Zg WsYZ bVg`cVYhX]Z[ dX] kZg`hVb]ZihaZYVgZ Vii F^c`ve^c¥h MiVYhb^hh^dc vch`Vg higrX`V h^¥ bZg bdi jc¥V brcc^h`dg dX] Vii YZi rg Z[iZghigrkVch) krgi heZX^’`i [vg hZXdcY ]VcY)kZg`hVb]ZiZc %hZ 0*-*- $ 0*-*.&* GVg`cVYhX]Z[Zc bZcVg Vii YZccV bsa¥gjee dX`hs rg ediZci^ZaaV [gVbi^YV bscVYh¥^kVgZ dX] Vii Zii i^Y^¥i [vgigdZcYZ ]dh YZb `Vc gZhjaiZgV ^ igd¥cV `jcYZg %hZ 0*-*-&* >Zhhjidb ]Vg YZ d[iV Zii b^a_virc` dX] WZ¥grchVY Z`dcdb^( k^a`Zi bVg`cVYhX]Z[ hskra hdb kZg`hVb]ZihaZYVgZc ]rkYVg( dX] rg Yrg[vg arbea^¥V `jcYZg* MiVYh) b^hh^dcZc VgWZiVg [vg Vii cs YZccV bsa¥gjee ¥Zcdb hdX^VaV bZY^Zg dX] ignX`i `dbbjc^`Vi^dch) bViZg^Va %hZ 0*-*-&* >Z ^ciZgk_jZg hdb ¥Zcdb[vgYZh bZY `jcYZg dX] WZhv`VgZ hV`cVYZ ^ eg^cX^e ]Zai gZhedcYZciZg [gsc Zc jc¥ bsa¥gjee %hZ 0*.&* OivkZg YZiiV k^hVg rkZc Zc`rijcYZghv`c^c¥Zc Vii Zc hidg VcYZa Vk YZ nc¥gZ gZhedcYZciZgcV `Vc irc`V h^¥ Vii W^YgV i^aa kZg`hVb]ZiZc dX] Yrg) bZY rg gZaZkVciV Vii krcYV h^¥ i^aa %hZ 0*/&* BVg Zc jc¥ `jcY kra `dbb^i i^aa Wji^`Zc rg X]VchZc hidg Vii YZccZ siZg`dbbZg( bZcVg bVg`cVYhX]Z[Zc dX] YZi rg ^ YZi hVbbVc]Vc¥Zi hdb `db) bjc^`Vi^dcZc `Vc ¥vgV h`^aacVY %hZ 0*-*-&* ?c jibVc^c¥ WZh`g^kh hajia^¥Zc kVgV Vii `dckZgiZgV \Zg WZhv`VgZ i^aa `jcYZg %hZ 0*-*.&( YZi k^aa hr¥V Vii ¥vgV ^X`Z)`veVgcV dX] YZ gZV`i^kV i^aa egdV`i^kV `jcYZg %hZ .*.&*
15
5. Designalternativ >Zh^¥cegdXZhhZc ^caZYYZh bZY Vii [vg[ViiVgcV hijYZgVYZ F^c`ve^c¥h MiVYhb^hh^dch ¥gV’h`V bVcjVa Yrg dg¥Vc^hVi^dcZch vch`VYZ idcVa^iZi ’cch WZh`g^kZc* F^c`ve^c¥h MiVYb^hh^dch kVgj) brg`Z dX] idcVa^iZi vch`Vh jee[ViiVh hdb kVgb( kra`dbcVcYZ( veeZc( eZghdca^¥( ]dee[jaa dX] [vgigdZcYZ^c¥^kVcYZ( k^a`Zi dX`hs h`V heZ¥aVh ^ kVgjbrg`Zih hegs`* @vg YZi ¥gV’h`V jiignX`Zi kVg ¥gjcYZc i^aa YZc ¥gV’h`V bVcjVaZc [vg VaaV hkZch`V hiVYhb^hh^dcZgh hZXdcY ]VcY)Wji^`Zg ji¥sc¥h) ejc`i* >Z igZ egd’a[rg¥ZgcV dX] iZX`Zchc^iiZc [gsc YZc ¥gV’h`V bVcjVaZc [vg hZXdcY ]VcY)Wji^) `ZgcV k^hVh ^ ’¥jg -*
5.1 Explorativ fas
Mdb Zii [vghiV hiZ¥ ^ YZh^¥cegdXZhhZc dX] Zii hrii Vii hVbaV iVc`Vg dX] ^ch^`iZg [gsc [vghijY^Zc ¥_dgYZh Zc b^cYbVe Yrg VaaV irc`WVgV ^c¥sc¥Vg( veec^c¥Vg dX] eZgheZ`i^k ^c`ajYZgVh %hZ ’¥jg .&* pkZc cnX`ZadgY hdb Vchs¥h k^`i^¥V [vg `dbbjc^`Vi^dcZc hVbbVchiraaYZh* >ZhhV kVg WsYZ YZ dgY [vg idcVa^iZiZc hdb WZh`gZkh ^ YZc ¥gV’h`V bVcjVaZc( bZc dX`hs hsYVcV [vg[ViiVgcV ji^[gsc [vghijY^Zch ^ch^`iZg Vchs¥ k^`i^¥V [vg `dbbjc^`Vi^dcZc* IgYZc [gsc bVcjVaZc kVg kVgb( kra`db) cVcYZ( veeZc( eZghdca^¥( ]dee[jaa( [vgigdZcYZ^c¥^kVcYZ dX] [vg[ViiVgcVh i^aar¥¥ kVg ¥aVY( ariihVb( ^ch^`ih[jaa( ad`Vai( krgYZ[jaa( jc^`( [ncY^¥ dX] i^aahVbbVch+¥ZbZch`Ve*
%20<9 "! ).,3.6:62;; 7,1 />90.9 (;*-:52::276.96*: 09*B:3* 897B4
Figur 2. Mindmap
16
>Zi ¥Zcdb[vgYZh hZYVc Zc WgV^chidgb^c¥ Yrg PVc PVa^ch %.,-0& gZ¥aZg [vg Zc anX`VY WgV^c) hidgb^c¥ [va_YZh %hZ /*/*-&* ;aaV iVc`Vg dX] ^YuZg VXXZeiZgVYZh dX] h`gZkh cZg es edhi)^i) aVeeVg %hZ ’¥jg /&* P^hhV edhi)^ih ^ccZ]vaa inY) a^¥V ^YuZg bZYVc VcYgV ZcWVgi ^ccZ]vaa Zii dgY ZaaZg Zc iVc`Z* >ZhhV \niiVYZh( ¥gjeeZgVYZh dX] `dbW^cZgVYZh hZYVc bZY kVgVcYgV hdb Zii hrii Vii jikZX`aV WZ’cia^¥V ^YuZg hVbi ¥ZcZgZgV cnV* Hrg Z[[Z`i^k^iZiZc ^ ^Yu¥ZcZgZgVcYZi ¥^X` cZY VckrcYZh da^`V bZidYZg [vg Vii `dbbV k^YVgZ* ?c Vk YZhhV kVg Vii VckrcYV h^¥ Vk bdihVihZg( Vii ^hiraaZi [vg Vii [jcYZgV es ]jg bVc `Vc jee) bjcigV i^aa `ve( [jcYZgV `g^c¥ ]jg bVc h`jaaZ ¥vgV [vg Vii ^ciZ jeebjcigV i^aa `ve %hZ /*/*-&* ?c VccVc bZidY hdb VckrcYZh [vg Vii [s cnV ^YuZg dX] iVc`Vg kVg _rb[vgZahZg( Yrg Zc kVca^¥ Wji^` _rb[vgYZh bZY Zc hZXdcY ]VcY)Wji^` hdb Zii hrii Vii jeebrg`hVbbV h`^aacVYZgcV bZaaVc YZhhV %hZ /*/*-&*
5.2 Determinativ fas
>Z ^YuZg hdb h`VeVYZh ¥Zcdb WgV^chidgb^c¥ hViiZh hVbbVc ^ bZg gZcdYaVYZ `dcXZei^YuZg k^a`V krgYZgVYZh ^ Zc krgYZg^c¥hbVig^h %hZ /*/*. dX] ’¥jg 0&* EdcXZei^YuZgcV i^aaYZaVYZh VgWZihcVbc dX] idiVai krgYZgVYZh -4 ^YuZg ji^[gsc Zii VciVa `g^iZg^Zg hdb Vchs¥h k^`i^¥V [vg `dbbjc^`Vi^dcZc( ZmZbeZak^h `jcY[d`jh dX] ad`Va Vc`cni^c¥* >ZiiV ¥_dgYZh ¥Zcdb Vii hiraaV ^YuZgcV bdi YZc ^Yu hdb jeeaZkYZh kVgV Zc Vk YZ hiVg`VgZ dX] ji^[gsc YZccV ¥Z YZ vkg^¥V eajh( b^cjh ZaaZg cdaa*
Hs¥gV ^YuZg an[iZ YZ ^cY^k^YZg hdb ]_raeh Vk kZg`hVb]ZiZc %JZghdca^¥ eg^haVee( PrgYZ[jaa( Drb[v) gZahZ( LZaVi^dc dX] PZg`a^¥V brcc^h`dg& dX] VcYgV ^YuZg ]VYZ Z[[Z`iZc Vk `veZi hdb ¥gjcYiVc`Z %IkrciVY `dbWd dX] J^eVc&* ?c YZa ]VYZ Zii bZg inYa^¥i `jcY[d`jh %EVgV`irgZg dX] M]deeV hX]nhhi& kVgVk Zii eVg Vk YZhhV ]VYZ Zii bZg `dbbZgh^Zaai jiignX` bZY `aVhh^h`V hra_WjYh`Ve %Js
Figur 3. Brainstorming med post-its
Figur 4. Värderingsmatris Pugh-chart
17
`veZi dX] . [vg -&( bZYVc VcYgV ^YuZg %MeZa( EZY_Vc( ;ci^`gjcYVc( MVa^¥ WaVcYc^c¥ dX] LZhVc& ]VYZ Zii egdYj`i[d`jh* Majia^¥Zc WVhZgVYZh cs¥gV ^YuZg es Zii heZX^’`i bZY^jb( ZmZbeZak^h e^a) [dgbVYZ h`naiVg dX] eg^hZi^`ZiiZg %J^aZc dX] Jg^haVeeZc&*
PrgYZg^c¥hbVig^hZc ¥Vk ^ch^`iZg db YZ da^`V ^YuZgcVh hing`dg dX] hkV¥]ZiZg* P^hhV ^YuZg Vchs¥h hkV¥V ^ h^¥ h_rakV bZc `jcYZ `dbW^cZgVh [vg Vii h`VeV Zii hiVg`VgZ `dcXZei* ?[iZg krgYZg^c¥ ^ krgYZg^c¥hbVig^hZc hViiZh ^YuZgcV ^]de i^aa [Zb `dcXZei hdb Vchs¥h arbea^¥V Vii h`^hhV k^YVgZ es* ?[iZg h`^hhZg^c¥Zc i^aarbeVYZh >Zh^¥c gVi^dcVaZ Yrg [vg) dX] cVX`YZaVg hVbi egdWaZb dX] YZh^¥c) kVa brg`iZh ji %hZ /*/*.&* EdcXZeiZc egZhZciZgVh cZYVc i^aahVbbVch bZY jiYgV¥ [gsc h`^hhZg^c¥Zc*
>Zi [vghiV `dcXZeiZi ’X` cVbcZi Oväntad kombo dX] WZhidY Vk Zc `dbW^cVi^dc Vk ^YuZgcV IkrciVY `dbWd( J^eVc( J^aZc dX] Jg^haVeeZc* GZY ji¥sc¥hejc`i ^ <Zg¥higvb %.,,5& dX] Jgd) ZctV dX] JZgZ^gVh %.,,4& iZdg^Zg ¥gjcYVg h^¥ `dcXZeiZi es dkrciVYZ `dbW^cVi^dcZg bZaaVc egd) Yj`iZg dX] iZmi [vg Vii krX`V ^cigZhhZ dX] ^ckdakZgV `jcYZc( k^a`Zi^ h^¥ `Vc v`V `vek^a_Vc %hZ .*. $ .*1&* <jYh`VeZi [vgbZYaVg kVY YZc edh^i^kV `dchZ`kZchZc Wa^g db bVc ]VcYaVg Zc egdYj`i ^ Wji^) `Zc( Ys `dcXZeiZi [vgbZYaVg Zii egdWaZb hdb `jcYZc `Vc ]_raeV i^aa Vii avhV ¥Zcdb Vii ]VcYaV* Js hs hrii h`VeVh Zc WZgriiZahZ hdb krX`Zg cn’`Zc]Zi ¥Zcdb Vii WsYZ k^hV Zii egdWaZb bZc dX`hs Zc k^chi crg bVc W^YgVg i^aa Vii avhV egdWaZbZi( cs¥di hdb GZgX]Vci( @dgY dX] MVg¥ZVci %.,-,& hVbi <ZccZii %.,-1& bZcVg `Vc v`V k^a_Vc Vii ¥Z %hZ .*1&* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi `jcYZ an[iV WsYZ egdYj`iZg dX] kZg`hVb]Zi es Zii `dc`gZi hrii dX] Vii YZi kVg ^cigZhhZkrX`VcYZ* ?c hkV¥]Zi Vchs¥h kVgV Vii k^hhV ^YuZg `jcYZ kVgV hksgV Vii ¥Zcdb[vgV %hZ ’¥jg 1&*
>Zi VcYgV `dcXZeiZi ’X` cVbcZi För verkliga människor dX] `db Vii Wa^ Zc `dbW^cVi^dc Vk YZ igZ ^YuZgcV @vg kZg`a^¥V brcc^h`dg( LZaVi^dc dX] JZghdca^¥ eg^haVee* @vg kZg`a^¥V brcc^h`dg
Figur 5. Skisser koncept Oväntad kombo
18
Wn¥¥Zg es Vii [vgbZYaV Zc kZg`a^¥ eZghdch WZgriiZahZ dX] es hs hrii Wn¥¥V igdkrgY^¥]Zi dX] Zc gZaVi^dc i^aa bdiiV¥VgZc k^a`Zi Zca^¥i JgdZctV dX] JZgZ^gV %.,,4& dX] >Zcc^hYdiiZg dX] ;mZcWgVci %.,,4& `Vc eskZg`V `veWZhajiZi %hZ .*. $ .*0&* NVc`Zc bZY `dcXZeiZi kVg Vii YZi h`jaaZ jeeanhV db Vii YZ F^c`ve^c¥h MiVYhb^hh^dc VgWZiVg [vg rg kVca^¥V( kZg`a^¥V brcc^h`dg* >ZccV ine Vk hidgniZaa^c¥ h`jaaZ h`VeV ^¥Zc`rcc^c¥( ZbeVi^ dX] Zc `rchaV Vk hVb]vg^¥]Zi ]dh bdiiV¥VgZc %hZ .*1& dX] [vgbZYaV Vii Zii `ve es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` `Vc kVgV Zii hrii Vii [vgkZg`a^¥V brcc^h`dg* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi ]Vg hiVg` ad`Va Vc`cnic^c¥ hVbi Vii YZi rg gZaVi^dchh`VeVcYZ* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi ^ciZ ]Vg inYa^¥V VhhdX^Vi^dcZg i^aa hZXdcY ]VcY hVbi Vii YZi `grkZg bnX`Zi iZmi dX] Yrg[vg `Vch`Z ^ciZ arbeVg h^¥ dei^bVai [vg Zc hZXdcY ]VcY)Wji^` %hZ ’¥jg 2&*
>Zi igZY_Z `dcXZeiZi `VaaVYZh Värdefull dX] kVg Zc `dbW^cVi^dc Vk ^YuZgcV PrgYZ[jaa( JZghdca^¥ eg^haVee dX] Drb[vgZahZ* EdcXZeiZi an[iZ iVc`Zc Vii hV`Zg `Vc ]V da^`V krgYZ [vg da^`V brcc^h`dg WZgdZcYZ es k^a`Zc h^ijVi^dc bVc WZ’ccZg h^¥ ^ hVbi Vii krgYZi ^ciZ Vaai^Y a^¥¥Zg ^ YZc egdYj`i bVc `veZg jiVc ^ kVY `veZi `Vc [s WZinYV [vg Zc VccVc brcc^h`V* <jYh`VeZi h`V jeebjcigV `jcYZc Vii ]VcYaV dX] ¥Z ^ch^`i db Vii YZi ’cch Zii bZgkrgYZ ^ `veZi dX] k^`iZc a^¥¥Zg k^Y Vii iVaV i^aa `jcYZch `rchadg dX] h`VeV ZbeVi^* ?c inYa^¥ WZgriiZahZ db kZg`hVb]ZiZc hdb [vgbZY) aVg `rchadg rg k^`i^¥i bZcVg >Zcc^hYdiiZg dX] ;mZcWgVci %.,,4&( GZgX]Vci( @dgY dX] MVg¥ZVci %.,-,&( <Zg¥higvb %.,,5& hVbi EdchjbZcikZg`Zi %.,-0&* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi rg a^iZ ^ciZihr¥VcYZ dX] igs`^¥i* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi ]Vg Zc ad`Va Vc`cnic^c¥ dX] k^hVYZ es Zii inYa^¥i hrii Vii `jcYZch `ve rg bZc^c¥h[jaai %hZ ’¥jg 3&*
Figur 7. Skisser koncept Värdefull
Figur 6. Skisser koncept För verkliga människor
19
>Zi [_rgYZ `dcXZeiZi ¥gjcYVYZ h^¥ es `dbbZgh^ZaaV hra_WjYh`Ve dX] ’X` cVbcZi På köpet* C YZiiV `dcXZei `dbW^cZgVYZh ^YuZgcV Js `veZi( . [vg - dX] Jg^haVeeZc* EdcXZeiZi VckrcYZg kVca^¥i [vgZ`dbbVcYZ hra_WjYh`Ve ^ k^chiYg^kVcYZ Wji^`Zg hdb Zii hrii Vii krX`V jeebrg`hVb]Zi* <jYh`V) eZi [vgbZYaVg Zc WZgriiZahZ hdb ¥Zg `jcYZc bdi^k [vg Vii k^a_V ]VcYaV Ys YZi [sg Zc edh^i^k Z[[Z`i [vg `jcYZc dX] [vg VcYgV* @vg eZghdcZc hdb W^YgVg rg YZi Vk hidg WZinYZahZ Vii bdi^k [gVb¥sg [vg Vii h`VeV Zc edh^i^k ^chiraac^c¥ i^aa dg¥Vc^hVi^dcZc dX] k^aa^¥]ZiZc Vii ¥Z %hZ .*0 $ .*1&* EdcXZeiZi [vgbZYaVg Vii eZc¥VgcV bVc WZiVaVg ¥sg i^aa kZg`hVb]ZiZc dX] egdYj`iZc bVc [sg bZY ]Zb Wa^g Zc Wdcjh* ;ii `dcXZeiZi Wn¥¥Zg es `dbbZgh^ZaaV hra_WjYh`Ve `Vc jeeaZkVh WsYZ edh^i^ki dX] cZ¥Vi^ki* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi `Vc jeeaZkVh [vgk^ggVcYZ ^ hVbbVc]Vc¥Zi* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi kVg gda^¥i( ^cigZhhZkrX`VcYZ dX] ]Vg egdYj`i[d`jh %hZ ’¥jg 4&*
>Zi h^hiV `dcXZeiZi ’X` cVbcZi Hipster & hjälte dX] WaZk gZhjaiViZi Vk `dbW^cVi^dcZc Vk ^YuZgcV EVgV`irgZg( J^aZc dX] Jg^haVeeZc* EdcXZeiZi [d`jhZgVYZ es `jcYZc hdb ]VcYaVg es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY* >Zi Wn¥¥Zg k^YVgZ es Zii `dcXZei hdb F^c`ve^c¥h hiVYh) b^hh^dc YZak^h gZYVc VckrcYZg h^¥ Vk( Vii k^ VaaV `Vc kVgV ]_raiVg jivkZg Vii kVgV YZc bVc rg( i^aa ZmZbeZa eZch^dcrg( ]^ehiZg ZaaZg idcsg^c¥* EdcXZeiZi [vgbZYaVg Vii `jcYZc `Vc Wa^ Zc ]_raiZ dX] avhV hdX^VaV egdWaZb ¥Zcdb Vii ]VcYaV dX] es hs hrii YdcZgV i^aa kZg`hVb]ZiZc* >ZiiV rg cs¥di hdb ]Vg ^ckZg`Vc es `vek^a_Vc ]dh Zc `jcY %hZ .*. $ .*1& EjcYZc [sg WZ`gr[iZahZ ¥Zcdb Vii Wa^ jihZYY i^aa ]_raiZ db YZccZ ]VcYaVg k^a`Zi rg k^`i^¥i [vg Vii v`V YZc edh^i^kV `rchaVc dX] k^a_Vc Vii ¥Z %hZ .*1&* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi an[iZg `jcY hskra hdb egdYj`i dX] ]Vg ¥a^biZc ^ v¥Vi* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii {]_raiZ)`dcXZeiZi¦ `Vc jeeaZkVh Vckrci dX] ha^iZi hVbi Vii YZi [Vcch g^h` Vii YZaVg Vk `dcXZeiZi kVg dinYa^¥V %hZ ’¥jg 5&*
Figur 8. Skisser koncept På köpet
20
5.2.1 Valda koncept
Oi^[gsc h`^hhZgcV dX] YZh^¥c gVi^dcVaZ kVaYZh hajia^¥Zc YZ iks `dcXZeiZc bZY VgWZihcVbcZc Js `veZi dX] IkrciVY `dbWd* >ZhhV Vchs¥h ]V hivghi ediZci^Va [vg Vii [jc¥ZgV ^ MiVYhb^hh^dcZch hZXdcY ]VcY)Wji^`Zg( Ys YZ bViX]VYZ `jcYZgcVh WZh`g^kc^c¥ db bdi^k i^aa Vii WZhv`V dX] ]VcYaV es hZXdcY ]VcY %hZ 0*1& dX] a^c_ZgVYZ bZY \ZgV Vk YZ vch`VYZ `kVa^iZiZgcV hVbi idcVa^iZiZc %hZ 1 dX] 1*-&* >Zhhjidb jeeaZkYZh `dcXZeiZc ]V ediZci^Va Vii jiv`Vh dX] [vgcnVh*
EdcXZeiZi Oväntad kombo rg ji[dgbVi [vg Vii krX`V cn’`Zc]Zi ¥Zcdb Zc dkrciVY `dbW^cV) i^dc Vk iZmi dX] W^aY* <^aYZc( hdb [vgZhiraaZg Zc egdYj`i( dX] iZmiZc ]Vg ^c¥Zi ¥ZbZchVbi dX] rg irc`i Vii [vgbZYaV Vii cs¥di `Vc kVgV bZg rc kVY YZi [vghi kZg`Vg kVgV* ?c [vg`aVgVcYZ iZmi WZh`g^kZg `deea^c¥Zc bZaaVc egdYj`i dX] iZmi dX] inYa^¥¥vg Vii eZc¥VgcV hdb `jcYZc WZiVaVg crg YZccZ ]VcYaVg ¥sg i^aa F^c`ve^c¥h MiVYhb^hh^dch kZg`hVb]Zi* C YZiiV `dcXZei a^¥¥Zg ji¥sc¥hejc`) iZc ^ YZc dkrciVYZ `deea^c¥Zc bZaaVc gjWg^` dX] egdYj`i Yrg [d`jh ^ciZ rg es `veZi ^ h^¥( jiVc es `dchZ`kZchZc Vk `veZi* PVY eZc¥VgcV ¥sg i^aa [vgbZYaVh ¥Zcdb YZc ’chi^aiV iZmiZc* RiiZga^¥VgZ Zc YZa ^ `dcXZeiZi rg Zii WjYh`Ve ^che^gZgVi [gsc LZcu GV¥g^iiZh `dchikZg` {>ZiiV rg ^c¥Zc e^eV¦ hdb [vgbZYaVg Vii hV`Zg dX] i^c¥ `Vc kVgV cs¥di bZg rc kVY YZi [vghi ji¥Zg h^¥ [vg Vii kVgV* C `dcXZeiZi VckrcYh YZiiV [vg Vii krX`V cn’`Zc]Zi dX] [vgbZYaV Vii Zc egdYj`i Wa^g i^aa ]_rae [vg Zc VccVc brcc^h`V crg `jcYZc `veZg YZc*
>Zi VcYgV `dcXZeiZi( På köpet( VcheZaVg es igVY^i^dcZaaV hra_WjYh`Ve ^ Wji^`Zg dX] ]Vg( hdb i^Y^¥VgZ WZh`g^kZi( Zii `dbbZgh^Zaai ¥gZee* BjkjYWjYh`VeZi hr¥Zg Vii `jcYZc [sg Zc egdYj`i es `veZi crg YZccZ ]VcYaVg* C YZi ’chi^aiV [vgbZYaVh hZYVc Vii `jcYZc ^ciZ [sg Zc ZmigV egdYj`i es `veZi( k^a`Zi rg YZc kVca^¥V ^ccZWvgYZc* >Zi hdb [V`i^h`i ]rcYZg rg ^hiraaZi Vii eZc¥VgcV `jcYZc WZiVaVg Wa^g Zc ¥skV i^aa F^c`ve^c¥h MiVYhb^hh^dch kZg`hVb]Zi dX] hdb iVX` [sg `jcYZc YZc kVaYV egdYj`iZc es `veZi* >Zi `Vc hZh hdb Vii `jcYZc ¥Zg Zii Z`dcdb^h`i W^YgV¥ i^aa kZg`hVb]ZiZc dX] [sg Zc egna bZY h^¥ ]Zb hdb Wdcjh* OivkZg YZiiV WjYh`Ve VckrcYh YZi igVY^i^dcZaaV {Eve .( WZiVaV [vg -¦ [Vhi ^ dbkrcY dgYc^c¥( YZi k^aa hr¥V Eve -( WZiVaV [vg .* EjcYZc `veZg Zc egna bZc eZc¥VgcV ¥sg ^ciZ WVgV i^aa WZiVac^c¥ [vg egnaZc jiVc rkZc ZmZbeZak^h [vg Zii kVgbi bsa bVi [vg Zc ]Zbavh* JgdYj`iZc dX] `jcYZc rg ji¥sc¥hejc`iZc ^ `dcXZeiZi bZc [d`jh \niiVh [gsc `ve Vk egdYj`i i^aa ¥^kVcYZ ¥Zcdb [vginYa^¥VcYZi ^ YZc ’chi^aiV iZmiZc*
Figur 9. Skisser koncept Hipster & hjälte
21
5.3 Utformning av valda designalternativ
Oi[dgbc^c¥Zc Vk YZ iks kVaYV YZh^¥cVaiZgcVi^kZc ^ccZWVg Y^¥^iVa h`^hhZg^c¥( ^chVba^c¥ Vk ^che^) gVi^dc dX] gZ[ZgZchbViZg^Va( [gVbiV¥VcYZ Vk Xden( [did¥gV[Zg^c¥ hVbi Y^¥^iVa egdYjXZg^c¥ Vk `dcXZeiZc*
5.3.1 Digital skissering
Mdb Zii [vghiV hiZ¥ ^ ji[dgbc^c¥Zc Vk YZh^¥cVaiZgcVi^kZc ¥_dgYZh Y^¥^iVaV h`^hhZg Vk YZ WsYV `dc) XZeiZc [vg Vii iZhiV da^`V ^YuZg dX] h`VeV Zc `rchaV [vg ]jg hajigZhjaiViZi h`jaaZ `jccV `dbbV Vii hZ ji* >Z iZmiZg hdb VckrcYZh k^Y h`^hhZg^c¥Zc rg ZmZbeZa [gsc ^Yu¥ZcZgZg^c¥Zc dX] YZc VcVad¥V h`^hhZg^c¥Zc* JgdXZhhW^aYZg [vg YZ WsYV `dcXZeiZc hnch ^ ’¥jg -, dX] --*
5.3.2 Inspiration
JVgVaaZaai bZY YZc Y^¥^iVaV h`^hhZg^c¥Zc ¥_dgYZh hv`c^c¥Vg Z[iZg ^che^gZgVcYZ W^aYZg dX] YZh^¥c [vg Vii es hs hrii ji[dgh`V bv_a^¥V ¥gV’h`V avhc^c¥Vg [vg WjYh`VeZc* @vg YZiiV VckrcYZh WaVcY VccVi W^aY`ViVad¥)kZg`in¥Zi J^ciZgZhi* @vg `dcXZeiZi IkrciVY `dbWd Z[iZghigrkVYZh Zc bdYZgc gZigd) `rchaV [vg Vii [s `dcXZeiZi Vii eVhhV kra ^c ^ Zc hZXdcY ]VcY)Wji^` dX] hVbi^Y^¥i jeeaZkVh cnii dX] herccVcYZ* pkZc bv_a^¥]ZiZg Vii an[iV Zc Zch`^aY egdYj`i es Zii hbV`[jaai hrii jcYZghv`iZh* Cche^gVi^dc ]rbiVYZh [gsc edaVgd^YW^aYZg( JgZhhWngsch ¥aVhhd¥gVb dX] ¥VbaV egdYj`i`ViVad¥Zg [gsc <gVjc* @vg `dcXZeZi Js `veZi vch`VYZh Zc kVgYV¥a^¥( eZghdca^¥ dX] a^iZ bZg aZ`[jaa `rchaV*
Figur 10. Digitala skisser Oväntad kombo
Figur 11. Digitala skisser På köpet
22
<^aYZgcV h`jaaZ ^che^gZgV i^aa `ve ¥Zcdb Vii ]V Zii ^cgZYc^c¥h[d`jh dX] [vgbZYaV Vii Zc egdYj`i [gsc hZXdcY ]VcY `Vc eVhhV ^c ^ `jcYZch ]Zb* N^aa YZiiV ]rbiVYZh ^che^gVi^dchW^aYZg [gsc CchiV) ¥gVb dX] ^cgZYc^c¥hgZedgiV¥Z ^ bV¥Vh^c*
5.3.3 Fotografering
C WsYV `dcXZeiZc ]Vg W^aYZg ^ [dgb Vk [did¥gV’Zg Zc XZcigVa gdaa( Ys [did¥gV’Zg gZaViZgVg i^aa kZg`a^¥]Z) iZc dX] Zc`aVgZ Wn¥¥Zg Zc gZaVi^dc i^aa WZigV`iVgZc %hZ .*2*-&* N^aa [did¥gV[Zg^c¥Zc ascVYZh \ZgV da^`V egdYj`iZg [gsc F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` [vg Vii `dcXZeiZc h`jaaZ kVgV ¥Zcj^cV* >ZhhV [did¥gV[ZgVh ^ ]Zbb^a_v %hZ ’¥jg -.&* @vghi id¥h egdYj`iW^aYZg i^aa `dcXZeiZi {IkrciVY `dbWd¦ hdb hZYVc h`jaaZ eaVXZgVh es Zc cZjigVa WV`¥gjcY* N^aahVbbVch bZY gjWg^`Zc WaZk YZ Zc haV¥h YZWVii) W^aY hdb krX`Zg [gs¥dg %hZ .*2*-&* >rgZ[iZg [did¥gV) [ZgVYZh b^a_vW^aYZg i^aa `dcXZeiZi {Js `veZi¦* >ZhhV kVg irc`iV Vii ¥Z Zc bZg kVgYV¥a^¥ `rchaV dX] ^che^) gZgV WZigV`iVgZc dX] h`VeV Zii ^cigZhhZ [vg Vii k^a_V ]V egnaVg [gsc Zc hZXdcY ]VcY ^ h^ii ]Zb( dX] kVg es hs hrii Zc bZg gZcdYaVY gZ`aVbW^aY %hZ .*2*-&*
5.3.4 Copy
AZcdb WgV^chidgb^c¥ ji^[gsc YZ da^`V `dcXZeiZch ¥gjcY^YuZg id¥h gjWg^`Zg dX] WgvYiZmi [gVb %hZ ’¥jg -/ $ -0& [vg Vii [vgbZYaV WjYh`VeZc* >Zc Vc¥^kcV idcVa^iZiZc ^ YZc ¥gV’h`V egd’aZc [vg F^c`ve^c¥h MiVYhb^hh^dc VckrcYZh hdb ji¥sc¥hejc`i* @aZgV iZmiVaiZgcVi^k [vg `dcXZeiZch da^`V YZaVg id¥h [gVb dX] `jcYZ hZYVc _rb[vgVh dX] `dbW^cZgVh [vg Vii jikZX`aVh* P^Y [gVbiV¥VcYZi Vk gjWg^` i^aa `dcXZeiZi IkrciVY `dbWd iZhiVYZh dgY dX] bZc^c¥Vg hdb {Mrc¥ [vg cViiZc¦ dX] {?c kVgb hrc¥¦ ^ccVc {?c ¥dY cViih hvbc¦ kVaYZh* N^aa Js `veZi iZhiVYZh \ZgV da^`V iV¥a^cZh( cs¥gV Vk YZhhV kVg {>Zi rg b^a_vkrca^¥i dX] cs¥di VaaV i_rcVg es¦( {@vg Vii k^ ¥^aaVg siZgVckrcYc^c¥¦ dX] {;aaV i_rcVg es YZi* >j( b^a_vc dX] Y^c ¥gVccZ+Y^c crhiV+Zc bZYbrcc^h`V+ksgi hVb]raaZ+ ksg hiVY*¦ MVbbVciV¥Zi Vchs¥h YZi k^`i^¥i Vii iZmiZgcV h`jaaZ k^hV es Zc edh^i^k [vgrcYg^c¥( kVgV ^c`ajYZgVcYZ( jeebjcigV i^aa `ve dX] ^cW_jYV i^aa ]VcYa^c¥ dX] Vii YZiiV inYa^¥i [vgbZYaVYZh ^ YZc kZgWVaV [vgVc`g^c¥Zc*
@vg WsYV `dcXZeiZc Vchs¥h YZc kZgWVaV [vgVc`g^c¥Zc kVgV Vk¥vgVcYZ %hZ .*2*.&* LjWg^`ZgcV kVaYZh [vg Vii h`VeV jeebrg`hVb]Zi bZc dX`hs ¥Z bdiiV¥VgZc Zc aZYigsY db WjYh`VeZih `rgcV* C Ikrc) iVY `dbWd [sg bdiiV¥VgZc bv_a^¥]Zi Vii [vghi YgV Z¥cV hajihVihZg `g^c¥ kVY gjWg^` dX] egdYj`i es edhiZgc ]Vg ¥ZbZchVbi dX] YrgZ[iZg [s [vg`aVg^c¥Zc ^ WgvYiZmiZc* LjWg^`ZgcV ^ `dbW^cVi^dc bZY YZ [did¥gV[ZgVYZ egdYj`iZgcV h`jaaZ ^ciZ ]V cs¥dc h_rak`aVg `deea^c¥( _jhi [vg Vii cn’`Zc]ZiZc Vii k^a_V arhV k^YVgZ h`jaaZ v`V* C Js `veZi VckrcYZh Zii kZYZgiV¥Zi `dbbZgh^Zaai WjYh`Ve ^ gjWg^`ZgcV hdb ^ hVbbVc]Vc¥Zi kVg irc`i Vii krX`V jeebrg`hVb]Zi* >Zc kZgWVaV [vgVc`g^c¥Zc ^ WgvYiZmiZc kVg Yrg[vg ZmigV k^`i^¥ [vg Vii `jcYZc h`jaaZ [vghis WjYh`VeZi ^ Js `veZi*
Figur 12. Fotografering
23
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!"#$%&' B%=#2=+,+B%=#2=+7*+=?7%$ -3&+45+62/412&+6"#+"##+.%&+45+5$#2$$2+03//8#="&+8+;*&+#$24+/)$$+6"77<+E12/4+2//2$+.%/"0+F&"##&"24#<+;*&$+2&E%$%+0%4+DGH08.&2/H $%&@+J%##5$"0+9*&+45+%/+#>6)##$+7&)1+7*+=?7%$@+D/+2993&+#"0+2112+$:3/2&+7*@+J5<+081:?/+">6+;*&+#$24@
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<sYV WjYh`VeZc rg ^chigjbZciZaaV Ys YZ k^hVg es Vii `jcYZc `Vc kVgV bZY dX] avhV Zii egdWaZb %hZ .*2&* >ZiiV [vg`aVgVh ^ YZc hZ`jcYrgV Xdenc( WgvYiZmiZc* IkrciVY `dbWd rg YdX` inYa^¥VgZ bZY Vii an[iV [gVb Zii WZ]dk gZYVc ^ gjW^`Zc* @vg WsYV `dcXZeiZc VckrcYZh WgvYiZmiZc [vg Vii ¥Z bdiiV¥VgZc [vghisZahZ k^a`Zi h`jaaZ h`VeV Zc edh^i^k gZV`i^dc dX] jeebjcigV i^aa Vii ]VcYaV*
5.3.5 Digital prototyp
Majia^¥Zc `dbW^cZgVYZh [did¥gV’ dX] iZmi ^ Y^¥^iVaV egdidneZg* MiVYhb^hh^dcZgcVh ¥gV’h`V egd’a [vg hZXdcY ]VcY)kZg`hVb]ZiZc Veea^XZgVYZh es avhc^c¥VgcV( dX] YZhhjidb VckrcYZh Zii( Vk [vg[ViiVgcV kVai( `dbeaZiiZgVcYZ iZX`Zchc^ii bZY Zc ]VcYh`g^kZc `rchaV ^ `dcXZeiZi Js `veZi* Ig^¥^cVaZc ¥_dgYZh ^ ;YdWZ Cc>Zh^¥c Z[iZg W^aYgZY^¥Zg^c¥ ^ ;YdWZ J]didh]de dX] bZY WV`¥gjc) YZg ¥_dgYV ^ ;YdWZ CaajhigVidg*
5.4 Färdiga koncept
Js crhi`dbbVcYZ h^Ydg egZhZciZgVh YZ iks haji¥^ai^¥V `dcXZeiZc* >Zh^¥ceg^cX^eZgcV ]Vg iV¥^ih ^ WZV`ic^c¥ dX] VckrcYh ^ avhc^c¥VgcV %hZ .*3&*
Figur 13. Copy Oväntad kombo
Figur 14. Copy På köpet
24
5.4.1 Oväntad kombo
IkrciVY `dbWd %hZ ’¥jg -1 $ -2& ’X` Zii hi^aahVbi jiignX` Yrg gjWg^`Zc ’X` hidgi jignbbZ( k^a`Zi `Vc kVgV Z[[Z`i^ki [vg Vii krX`V jeebrg`hVb]Zi ^ Zc gvg^¥ b^a_v dX] [vg Vii h`VeV ]v¥gZ igdkrgY^¥]Zi bZcVg <Zg¥higvb %.,,5& %hZ .*2&* LjWg^` dX] egdYj`i ]Vg i^aahVbbVch ]v¥ ]^ZgVg`^ dX] [rg¥ZgcV rg kVaYV [vg Vii v`V gZigd)`rchaVc dX] [vgbZYaV aj¥c dX] WVaVch* J^aVgcV ^ `dcXZeiZi rg irc`iV Vii krX`V jeebrg`hVb]Zi dX] ^cigZhhZ dX] a^`Vhs YZc gvYV [rg¥Zc es Zi^`ZiiZc*
Figur 15. Posterserie Oväntad kombo
Figur 16. Pil och etikett Oväntad kombo
25
5.4.2 På köpet
N^aa Js `veZi %hZ ’¥jg -3 $ -4& kVaYZh hidgV W^aYZg bZY bnX`Zi [rg¥ dX] [dgb( cs¥di hdb Zca^¥i <Zg¥higvb %.,,5& krX`Zg jeebrg`hVb]Zi %hZ .*2&* Fvhc^c¥VgcV ]Vg Zc Vm^Va jeeWn¥¥cVY dX] rg [rg¥aVYV [vg Vii ViigV]ZgV bdiiV¥VgZc* Mdb `dbeaZbZci i^aa YZ [did¥gV’h`V W^aYZgcV ]Vg Zc`aVgZ( ]Zai ined¥gV’h`V edhiZgh dX] Zi^`ZiiZg ¥_dgih* pkZc jiVc [did¥gV’ rg WjYh`VeZi irc`i Vii ViigV]ZgV `jcYZc dX] iZX`Zchc^iiZi rg irc`i Vii h`VeV Zc eZghdca^¥ `rchaV*
Figur 17. Posterserie På köpet
Figur 18. Etikett och övriga posters På köpet
26
6. Värdering @vg Vii [s WsYZ `kVa^iVi^kV dX] `kVci^iVi^kV gZhjaiVi ]Vg WsYZ `kVa^iVi^kV ^ciZgk_jZg dX] Zc `kVci^) iVi^k Zc`ri Vckrcih k^Y krgYZg^c¥Zc* ?[iZghdb [dgh`c^c¥h[gs¥Vc h`V jcYZghv`V ]jg Zii `VbeVc_) bViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` `Vc hZ ji [vg Vii v`V WZiVac^c¥hk^a_Vc ^ccZWVg krgYZg^c¥Zc Vii jcYZghv`V ]jg eZghdcZg jeeaZkYZ YZ iks [gVbiV¥cV `dcXZeiZc6 ]jg WjYh`VeZc ida`VYZh( k^a`V `rchadg `dcXZeiZc [gVb)`VaaVYZ dX] ]jg YZ eskZg`VYZ eZghdcZgcV*
6.1 Kvalitativa intervjuer
>Zh^¥cVaiZgcVi^kZc jikrgYZgVYZh ¥Zcdb ^ciZgk_jZg bZY idak eZghdcZg hdb VaaV kVg ediZci^ZaaV `jcYZg ^ hZXdcY ]VcY)Wji^`Zc* PVaZi Vk eZghdcZg Vii ^ciZgk_jV i^aa krgYZg^c¥Zc ¥_dgYZh ¥Zcdb Zii WZ`krba^¥]ZihjgkVa* @vg[ViiVgcV [vghv`iZ igdih YZi h`VeV Zc ^ciZ Vaai[vg ]dbd¥Zc ¥gjee( jiVc ^ciZgk_jV eZghdcZg bZY da^`V hnhhZahriic^c¥ dX] Zg[VgZc]Zi Vk hZXdcY ]VcY* N^d Vk ^ciZgk_jeZghd) cZgcV ^c¥^X` ^ YZc saYZghWZhirbYV bsa¥gjeeZc( bZYVc iks Vk YZb as¥ cs¥di vkZg* HZYVc egZhZc) iZgVh YZbd¥gV’h`V eVgVbZigVg ]dh ^ciZgk_jeZghdcZgcV hVbi ^chiraac^c¥ i^aa hZXdcY ]VcY dX] kVcV Vk ¥^kVcYZ i^aa kra¥vgZc]Zi %hZ iVWZaa 0&*
Tabell 4. Intervjupersoner kvalitativ värdering
27
N^aa YZc `kVa^iVi^kV krgYZg^c¥Zc VckrcYZh Zc edhiZg dX] Zc Zi^`Zii [gsc kVgYZgV `dcXZei %hZ ’¥jg -5 $ .,&* ;aaV ^ciZgk_jZg ¥Zcdb[vgYZh es hVbbV hrii( Zc Vk [vg[ViiVgcV hiraaYZ [gs¥dg ji^[gsc Zc ^ciZgk_j¥j^YZ %hZ W^aV¥V /& dX] YZc VcYgV dWhZgkZgVYZ dX] Yd`jbZciZgVYZ hVbiVaZi ¥Zcdb cd¥) ¥gVci aveVcYZ VciZX`c^c¥Vg* Js hs hrii `jcYZ cnX`ZadgY jeeirX`Vh dX] bZg ¥gjcYa^¥ siZg¥^kc^c¥( Vk ZmZbeZak^h X^iVi( ¥vgVh* CciZgk_jZgcV ¥Zcdb[vgYZh ^ aj¥c b^a_v( i^d Vk idak ^ciZgk_jZg es Zc cZjigVa eaVih dX] YZ gZhiZgVcYZ iks ^ ^ciZgk_jeZghdcZgcVh ]Zb* CciZgk_jZgcV id¥ bZaaVc /, dX] 01 b^cjiZg*
MVbia^¥V ^ciZgk_jZg ^caZYYZh bZY YZbd¥gV’h`V [gs¥dg dX] [gs¥dg ¥raaVcYZ eZghdcZgcVh krgYZ) g^c¥Vg( hshdb [vg]saaVcYZ i^aa hZXdcY ]VcY dX] kra¥vgZc]Zi* CciZgk_jc vkZg¥^X` hZYVc ^ Zc ldg`) h]de)YZa( k^a`Zc Wvg_VYZ bZY Vii eZghdcZgcV ’X` [vgZhiraaV h^¥ Vii YZ WZ[Vcc h^¥ ^ Zc hZXdcY ]VcY) Wji^`* ?c `V[[Z`dee egZhZciZgVYZh [vg YZb dX] YZ ’X` jeebVc^c¥Zc Vii krgYZgV YZc ¥Zcdb Vii hriiV Zii( Zca^¥i YZb( g^ba^¥i eg^h [vg egdYj`iZc* >rgZ[iZg ’X` YZ [vgZhiraaV h^¥ hVbbV hXZcVg^d( bZc hZ `V[[Z`deeZc i^aahVbbVch bZY Zc edhiZg [gsc Zii Vk `dcXZeiZc dX] rccj Zc ¥sc¥ krgYZgV `deeZc* >Zi `dcXZei hdb egZhZciZgVYZh [vghi [vg YZc ^ciZgk_jVYZ eZghdcZc VaiZgcZgVYZh bZaaVc YZaiV¥VgcV [vg Vii [s Zc griik^h W^aY Vk YZb( Ys crhi`dbbVcYZ `dcXZei `Vc `dbbV Vii eskZg`Vh Vk YZi [vghiV* JZghdcZc ’X` WZh`g^kV ]jg YZccZ ida`VYZ WjYh`VeZi hVbi YZ `rchadg hdb `db) bjc^`Vi^dcZc ¥Vk jee]dk i^aa* ?[iZg YZiiV egZhZciZgVYZh Zc egdYj`i bZY Zc Zi^`Zii es i^aa]vgVcYZ hVbbV `dcXZei( dX] hVbiVa [vgYZh rkZc `g^c¥ YZccV*
Figur 19. Utdrag ur Oväntad kombo för värdering
28
JZghdcZc ’X` YrgZ[iZg YZi VcYgV `dcXZeiZi egZhZciZgVi [vg h^¥( [vghi es Zc edhiZg dX] YrgZ[iZg Zc Zi^`Zii* MVbbV [gs¥dg ¥raaVcYZ ida`c^c¥ dX] `rchadg `g^c¥ WjYh`VeZi hiraaYZh* >Z da^`V `dcXZeiZc kr¥YZh hZYVc bdi kVgVcYgV dX] Zii hVbiVa `g^c¥ YZ WsYV [vgYZh ¥raaVcYZ WjYh`Ve( [dgbhegs` dX] jikZX`a^c¥hediZci^Va*
C `dbbVcYZ Vkhc^ii egZhZciZgVh gZhjaiViZi Vk YZ `kVa^iVi^kV ^ciZgk_jZgcV* LZhjaiViZi egZhZciZgVh ^ \ZgV