Rapid Prototype One:

1.0

Observing Awareness

Mike Susol

Develop and deploy an engaging “exercise” related to consumer behaviorism which encourages self-reflection, self-awareness and dialogue.

Research objective:

Using a paper prototype, I asked people to randomlyselect logos from a bag andarrange them in a way that was “meaningful” to them.

Methodology:

intentional ambiguity

Rorschach psychodiagnosticsand Japanese Haiku poetry.

Inspiration(s):

haiku

The essence of haiku is "juxtoposition"

This is often represented by two images or

ideas with a kireji ("cutting word") between them,

a kind of verbal punctuation mark which signals

the moment of separation and colours the manner

in which the juxtaposed elements are related.

5-7-5

at the ancient ponda frog plunges intothe sound of water

The best-known Japanese haiku is Bashō's "old pond” (transliteration)

artist unknown

Age Group: 7-12 13-18 19-34 35-54 55+

Please select a minimum of seven national / international brands and create an arrangement that is meaningful to you. You can use a maximum of two “wild cards” to add a brand or logo as you see �t:

Gender: M F

Contact Info (optional):

Branding in�uences my behavior:

very littleFill in the corresponding dots: very much

Branding in�uences behavior of others:

Describe the meaning of your arrangement in the box below (use reverse side of paper if necessary):

Reflection and self-assessment

convergence, affective, embedded, manipulation, allegiance, juxtoposition,awareness, conversation

My observations:

Region, age group, make more conversational, makers vs. average consumer, politicalbranding, randomness vs. restrictions

Feedback and considerations:

Build a digital version thatallows for larger sample sets with space for socializationand debate and better datacollection.

Future iteration(s):

Age Group: 7-12 13-18 19-34 35-54 55+

Please select a minimum of seven national / international brands and create an arrangement that is meaningful to you. You can use a maximum of two “wild cards” to add a brand or logo as you see �t:

Gender: M F

Contact Info (optional):

Branding in�uences my behavior:

very littleFill in the corresponding dots: very much

Branding in�uences behavior of others:

Describe the meaning of your arrangement in the box below (use reverse side of paper if necessary):