Colours May Vary Shop

After looking into their website I decided to go into their Shop to see the prints.

After getting back home I emailed the studio I knew in Leeds about riso printing, they replied with an easy way to get the prints done:

Audience Research

Whilst I was in colours may vary I decided to ask about if they had any details about the shopping habits of millennial's. The shop assistant was unsure so I decided to email to inquire about it:



Response : 

there was none :(


In other research and studies I found that :

• Young art collectors comprise around a quarter of all collectors: a 2018 article from insurance company AXA estimated that 15-25% of collectors are young, while the 2018 S. Trust Insights on Wealth and Worthstudy found that 27% of its respondents were millennials.
• Young collectors remain primarily driven by a personal enjoyment of art, an appreciation for aesthetics, and a desire for self-expression. They often see their collections as a way to communicate their personalities and enhance their personal brands (Northern Trust).
• Millennials are, however, more likely than other generations to see art as a financial asset and as part of a comprehensive wealth-building strategy. 33% of millennial collectors agreed with the statement that art is “an asset that can be leveraged to build wealth” vs. only 16% of collectors overall (2018 S. Trust Insights on Wealth and Worth).
• Many young collectors inherit a love of art from their families and often expect to inherit art collections as well. 87% of established art collectors intend to pass their collection on to their heirs, and roughly one-third of these heirs say that they have become active art collectors themselves (2017 UBS Investor Watch).
• Millennials demonstrate a strong preference for contemporary art. Over 90% of young collectors are interested in contemporary pieces (2014 AXA Art Survey).

Evaluation

This submission was my experience of the Japanese culture, specifically ‘coming of age’. It was a concept that was new and exciting which was so interesting to learn about when I visited Japan. Being able to represent this amazing tradition in a modern and new light was something that was enjoyed greatly. 

This brief required full focus at all times in order to get the best outcome, as it was only a two-day brief. A lot was achieved in the time frame, with receiving peer feedback half way through meant that the strict schedule had to be stuck to. Due to the timeframe and it being a digital submission sustainability was no worry for this brief.

The target audience for this was NEST readers, having seen previous copies of NEST an idea had been formed prior to starting this brief of what was usually picked and showed in each issue. This gave me knowledge of what was expected coming into the brief. The audience for this brief also incorporated the subject of the image, Madeleine. She was elated with the design and wanted to show her Japanese family.

In relation to feedback saying to be careful about cultural appropriation in the early stages of the brief, using the celebratory aspects and making that clear was focused on. The overall design is celebratory whilst promoting an amazing ancient tradition, it is not copying any cultural elements but advocating it tradition.

Submission

The text I wrote to go alongside the submission said :

For this I looked at the ‘experiences of other people’s culture’ section of the brief. I chose to base my work from the experience of my friends coming of age photographs in Japan. Coming of Age Day is a Japanese holiday held annually on the second Monday of January. It is held in order to congratulate and encourage all those who have reached or will reach the age of majority that year. Madeleine believes it to be such an important rite of passage and she loves that my work celebrates her coming of age as it is a big part of her culture. 

Development

the devleopment came from the research phase of this brief using shapes and aspects from photographs that I took in Japan.

TO make the celebration an obvious factor it was put in english, however i did not want it to harm the design so it was decided to have it small.