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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
thePROBLEM }thinking locally, acting globally{
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
thePROBLEM }thinking locally, acting globally{
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
thePROBLEM }thinking locally, acting globally{
If this picture offends you, we apologize. If it doesn’t, perhaps we should explain. Because, although this picture looks innocent enough, to the Asian market, it represents death.
InterTrend Communications, California
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
theMATRIX }breaking down elements, forming foundations{
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
}breaking down elements, forming foundations{theMATRIX
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thePRACTICE
Audience: United States
Client: Verizon Wireless
Image Attributes:• Individualistic• Masculine• Short-Term Orientation
AdAsia, New York/Los Angeles
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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Audience: China
Client: Verizon Wireless
Image Attributes:• Collectivistic• Masculine• Long-Term Orientation
}the matrix in use{
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}the matrix in use{
sym = symbol / clr = color / cb = consumer behavior / ic = image construction / ec = environmental context / dim = dimension / ind = individualistic / col = collectivistic / mas = masculine / fem = feminine / lpd = low power distance / hpd = high power distance / wua = weak uncertainty avoidance / sua = strong uncertainty avoidance / sto = short-term orientation / lto = long-term orientation
thePRACTICE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
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• Draw for assigned country
• Research: color, imagery, context, symbology, form
• Break apart preexisting visual messaging
• Create three posters that visually define assigned culture
• Present final information and matrices to class
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
thePROJECT }opening minds, broadening horizons{
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stepONE }research{
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
Cultural Integration | S. Cwalina and M. Lizarraga
6 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 7Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
4 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 5Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
16 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 17Process Material
24
Mexico’s color palette is a mix of
historical associations and the en-vironment’s deeply toned offerings.
Mexico
The flag’s centerpiece, the national emblem of Mexico, is drawn fromthe symbol of the Aztec capital, which translates to “cactus rock.”
The colors of the Mexican flagare long-lived. First used in1821, the colors are all symbolic:Green represents independenceor hope; white stands for purityand unity; and red stands for theblood of patriots and otherheroes. The colors also mirrorthose found in different areas ofthe Mexican landscape.
Mexico
25
Phot
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ourt
esy
of P
hoto
Dis
c, In
c.
Black was a sacred color for the Incas;it was the color used for sacrifices.The Zapotec Indians did not differenti-ate between black and purple.
In China, purple is worn byliterary and educated figures.Orange represents love.
Dark blue is a common color formourning clothes. For the Aztec, bluerepresented sacrifice.
In some areas, yellow is the color ofmourning. Yellow marigolds aregrown only in cemeteries. The Aztecsused yellow to represent food.
Purple is the color of death andfunerals in Mexico.
Where the sun is full, colors tend to be rich, deep and vivid.
Mexico’s color traditions certainly reflect its environment: the
deep blue sky, the yellow sun, the warm colors of the sand and
dirt, the greens of vegetation.
The Aztecs had very definite meanings for color: Green stood
for royalty, blue was for sacrifice, and yellow was for food.
Among the Aztecs, white meantdeath. Today, white is considered tobe pure and have the ability to curesickness and fight black magic. Whitealso has religious connotations.
Red is thought by some to have pro-tective capabilities. If a personpassed a house where someonewas very ill or had died, he or shewould cover his nose and mouthwith a red handkerchief. Red alsostands for unity.
The Mayans associate green withluck. The Aztecs regarded green asroyal. Today, green as a nationalcolor, stands for independence.
Today, colors are more centered on cultural conventions. Bright
reds and yellows signal a fiesta, while red and white have more
somber, religious connotations, symbolic of the passion of
Christ and purity. White alone is somewhat magical, imbued
with the power to fight black magic and prevent illness. Green
has come to stand for national independence.
In Mexico, red andwhite have religioussignificance, some-times representingthe Sacred Heart ofthe Catholic church.
INITIAL RESEARCHINITIAL RESEARCH INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
30 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 31Process Material
Aztlán by Gabriel Martínez Meave
El Chamuco by José Luiz Cóyotl Mixcóatl
Arcana by Gabriel Martínez Meave
Lagarto by Gabriel Martínez Meave
Lucheta Payol by Quique Ollervides
Espinosa by Cristóbal Henestrosa
Gonzalo García Barcka & José Luis Acosta
Proteo by Leonardo Vázquez
Darka by Gabriel Martínez Meave
Mexinbat Tiypo by various designers
Pólvora by Quique Ollervides
Galia by Nadia Méndez Garcia
INITIAL RESEARCHINITIAL RESEARCH
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}research{
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
Cultural Integration | S. Cwalina and M. Lizarraga
6 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 7Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
4 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 5Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
16 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 17Process Material
24
Mexico’s color palette is a mix of
historical associations and the en-vironment’s deeply toned offerings.
Mexico
The flag’s centerpiece, the national emblem of Mexico, is drawn fromthe symbol of the Aztec capital, which translates to “cactus rock.”
The colors of the Mexican flagare long-lived. First used in1821, the colors are all symbolic:Green represents independenceor hope; white stands for purityand unity; and red stands for theblood of patriots and otherheroes. The colors also mirrorthose found in different areas ofthe Mexican landscape.
Mexico
25
Phot
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ourt
esy
of P
hoto
Dis
c, In
c.
Black was a sacred color for the Incas;it was the color used for sacrifices.The Zapotec Indians did not differenti-ate between black and purple.
In China, purple is worn byliterary and educated figures.Orange represents love.
Dark blue is a common color formourning clothes. For the Aztec, bluerepresented sacrifice.
In some areas, yellow is the color ofmourning. Yellow marigolds aregrown only in cemeteries. The Aztecsused yellow to represent food.
Purple is the color of death andfunerals in Mexico.
Where the sun is full, colors tend to be rich, deep and vivid.
Mexico’s color traditions certainly reflect its environment: the
deep blue sky, the yellow sun, the warm colors of the sand and
dirt, the greens of vegetation.
The Aztecs had very definite meanings for color: Green stood
for royalty, blue was for sacrifice, and yellow was for food.
Among the Aztecs, white meantdeath. Today, white is considered tobe pure and have the ability to curesickness and fight black magic. Whitealso has religious connotations.
Red is thought by some to have pro-tective capabilities. If a personpassed a house where someonewas very ill or had died, he or shewould cover his nose and mouthwith a red handkerchief. Red alsostands for unity.
The Mayans associate green withluck. The Aztecs regarded green asroyal. Today, green as a nationalcolor, stands for independence.
Today, colors are more centered on cultural conventions. Bright
reds and yellows signal a fiesta, while red and white have more
somber, religious connotations, symbolic of the passion of
Christ and purity. White alone is somewhat magical, imbued
with the power to fight black magic and prevent illness. Green
has come to stand for national independence.
In Mexico, red andwhite have religioussignificance, some-times representingthe Sacred Heart ofthe Catholic church.
INITIAL RESEARCHINITIAL RESEARCH INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
30 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 31Process Material
Aztlán by Gabriel Martínez Meave
El Chamuco by José Luiz Cóyotl Mixcóatl
Arcana by Gabriel Martínez Meave
Lagarto by Gabriel Martínez Meave
Lucheta Payol by Quique Ollervides
Espinosa by Cristóbal Henestrosa
Gonzalo García Barcka & José Luis Acosta
Proteo by Leonardo Vázquez
Darka by Gabriel Martínez Meave
Mexinbat Tiypo by various designers
Pólvora by Quique Ollervides
Galia by Nadia Méndez Garcia
INITIAL RESEARCHINITIAL RESEARCH
stepONE
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}research{
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
Cultural Integration | S. Cwalina and M. Lizarraga
6 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 7Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
4 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 5Process Material
INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
16 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 17Process Material
24
Mexico’s color palette is a mix of
historical associations and the en-vironment’s deeply toned offerings.
Mexico
The flag’s centerpiece, the national emblem of Mexico, is drawn fromthe symbol of the Aztec capital, which translates to “cactus rock.”
The colors of the Mexican flagare long-lived. First used in1821, the colors are all symbolic:Green represents independenceor hope; white stands for purityand unity; and red stands for theblood of patriots and otherheroes. The colors also mirrorthose found in different areas ofthe Mexican landscape.
Mexico
25
Phot
os c
ourt
esy
of P
hoto
Dis
c, In
c.
Black was a sacred color for the Incas;it was the color used for sacrifices.The Zapotec Indians did not differenti-ate between black and purple.
In China, purple is worn byliterary and educated figures.Orange represents love.
Dark blue is a common color formourning clothes. For the Aztec, bluerepresented sacrifice.
In some areas, yellow is the color ofmourning. Yellow marigolds aregrown only in cemeteries. The Aztecsused yellow to represent food.
Purple is the color of death andfunerals in Mexico.
Where the sun is full, colors tend to be rich, deep and vivid.
Mexico’s color traditions certainly reflect its environment: the
deep blue sky, the yellow sun, the warm colors of the sand and
dirt, the greens of vegetation.
The Aztecs had very definite meanings for color: Green stood
for royalty, blue was for sacrifice, and yellow was for food.
Among the Aztecs, white meantdeath. Today, white is considered tobe pure and have the ability to curesickness and fight black magic. Whitealso has religious connotations.
Red is thought by some to have pro-tective capabilities. If a personpassed a house where someonewas very ill or had died, he or shewould cover his nose and mouthwith a red handkerchief. Red alsostands for unity.
The Mayans associate green withluck. The Aztecs regarded green asroyal. Today, green as a nationalcolor, stands for independence.
Today, colors are more centered on cultural conventions. Bright
reds and yellows signal a fiesta, while red and white have more
somber, religious connotations, symbolic of the passion of
Christ and purity. White alone is somewhat magical, imbued
with the power to fight black magic and prevent illness. Green
has come to stand for national independence.
In Mexico, red andwhite have religioussignificance, some-times representingthe Sacred Heart ofthe Catholic church.
INITIAL RESEARCHINITIAL RESEARCH INITIAL RESEARCHINITIAL RESEARCH
Cultural Integration | S. Cwalina and M. Lizarraga
30 | Process Material
Cultural Integration | S. Cwalina and M. Lizarraga
| 31Process Material
4/6/12 12:19 PMATypI’09 Preview | Mexico, Forging The Character | The FontFeed
Page 2 of 19http://fontfeed.com/archives/atypi09-preview-mexico-forging-the-character/
Aztlán by Gabriel Martínez Meave
El Chamuco by José Luiz Cóyotl Mixcóatl
Arcana by Gabriel Martínez Meave
4/6/12 12:19 PMATypI’09 Preview | Mexico, Forging The Character | The FontFeed
Page 3 of 19http://fontfeed.com/archives/atypi09-preview-mexico-forging-the-character/
Lagarto by Gabriel Martínez Meave
Lucheta Payol by Quique Ollervides
Espinosa by Cristóbal Henestrosa
4/6/12 12:19 PMATypI’09 Preview | Mexico, Forging The Character | The FontFeed
Page 4 of 19http://fontfeed.com/archives/atypi09-preview-mexico-forging-the-character/
Gonzalo García Barcka & José Luis Acosta
Proteo by Leonardo Vázquez
Darka by Gabriel Martínez Meave
4/6/12 12:19 PMATypI’09 Preview | Mexico, Forging The Character | The FontFeed
Page 5 of 19http://fontfeed.com/archives/atypi09-preview-mexico-forging-the-character/
Mexinbat Tiypo by various designers
Pólvora by Quique Ollervides
Galia by Nadia Méndez Garcia
INITIAL RESEARCHINITIAL RESEARCH
stepONE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
Symbolism: Skull
Dimensions:• Collectivistic• Weak Uncertainty Avoidance• Long-Term Orientation
Uncoded Message: • Longevity of the Product• Celebration (Day of the Dead)
stepTWO }break apart preexisting visual messaging{
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
You may end up being the luckiest person alive if you ever manage to catch a Leprechaun.
It is said that every Leprechaun has a pot of gold, hidden deep in the Irish countryside. To protect the leprechaun’s pot of gold the Irish
fairies gave them magical powers to use if ever captured by a human or an animal.
!"#$"%&'()
%&')*"!+)*A human that has been stolen to live in the faerie realm.
You can recognize a Changeling by its appearance and manner as it will be ill-tempered and wizened and will have very dark eyes.
Most at risk are midwives, mothers, babies, and young children.
#,,-'Most feared faerie in Ireland.
Only appears at night and enjoys creating havoc and mischief.
A Pooka is a shape-shifter and can take any form it chooses but traditionally is seen as a dark, sleek horse with a long flowing mane and limunes-cent golden eyes.
}create{stepTHREE
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BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected] SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
}create{stepTHREE
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Information for matrix construction developed by Dr. Geert Hofstede (Cultures and Organizations: Software of the Mind), and Dr. Richard Nisbett (The Geography of Thought: How Asians and Westerners Think Differently, and Why)
BROOKE SCHERER I THE UNIVERSITY OF TAMPA I [email protected]
THANK YOU