AIGA Design Census 2017
Extracting new meanings from data — bridging the gap between the designers and the public
Our group used AIGA Design Census 2017 data to spark a conversation about the design community, specifically around stereotypes associated with design as a career opportunity. We utilized website as a platform to provide a holistic view of the profession and approached the print piece with a more personal lens.
My Role —
I was in charge of the high-level concept of the data visualization through letters and the the visual concept for the print piece.
Website Prototype —
The print explores the census data with a more personal approach. Print piece highlights the individuality of each designers by coupling data such as favorite songs, cups of coffee designers drink a day, etc. The spreads are 6 by 8 inches that unfolds into a 16 by 24 inch poster on the back.
Poster Prototype —
Initial Research —
The 2017 AIGA Census survey was collected by more than 13,000 designers around the United States. In order to clearly understand the data, we played around the numbers on Google Sheets and Excel.
Our group wanted to use the census data to communicate to non-designers about the design industry.
We were able to draw relatable incidents from our lives as everyone in our team had at least one awkward encounter at a dinner table or during family gathering about having to explain and support Design as a valid profession.
Concept Development —
Combining our research and our the playful tone targeting our audience, we further delved into different ways of categorizing the data such as determining which data could spark initial interest and which one should be included on either print or web.
Once the order was set, we played around with the data trying to make sense of the each information relatively to another. This was an important process of the project because we did not want to overgeneralize the census.
Serina started writing out the narrative, weaving in the humor here and there to create an motivation for someone who may not have previous knowledge in design to be able to read through the whole story. Serina created narratives for web and print so that, in the end, each narratives complements each other.
Visual System —
Similar to our narrative, we wanted the visual system to be bold and casual.
We thought it would be interesting to adopt the letterforms of the AIGA to visualize data. We experimented with different methods of using the letterforms to convey information such as stroke weight, weight, color, and depth.
Website ideation —
Robert and I worked together to build a basic frame for the web piece. I looked at UI elements that had to be included on the web and Robert focused on laying out the interactions and user flow.
Print Ideation —
We used Google’s autofill search section as a primary concept of the print piece. We thought the search bar validates our overall concept of the project — that people were curious about design. We visualized the casual tone of the project through fun typography and scribbles.
Working in a team of four, we each had different strengths. This project was an opportunity to speak up and contribute to the team my strong points or the area I was passionate about, which were concept development and visual storytelling. The team setting also allowed me to learn from others and what they were good at. Being able to learn from team members is always the greatest takeaway.