Our second template tailored to demonstrate my research and planning practices to generate a proposal and brief that will outline the work I wish to make for the upcoming exhibition project. Research and planning should demonstrate any ideas, themes, context behind my proposed work.
View downloadable template here: Sophie Wilkin Template 2. Research & Planning
Underpinning Ideas, themes, ethos
Plastic waste in the ocean
How has the increase in plastic affected our environment; namely our oceans?
According to the Ocean Conservancy and Plastic Oceans websites, around 8 million metric tons of plastics enter our ocean every year, which is equivalent to dumping the contents of one garbage truck into the ocean every minute (Wearden, G. 2016)! This is on top of the estimated 150 million metric tons that currently circulate our marine environments.
Right now, over 150 million metric tons of plastics swim amid our oceans (Ruggery, A. 2017). Across an array of websites, experts have concluded that if the world’s plastic production and waste trends continue, by 2050 there will be more plastic than fish in our oceans by weight (Wearden, G. 2016).
Figure 16. An infographic about plastic pollution (Ocean Conservancy, 2018).
The literal weight of these facts is demonstrated through the environmental impacts that we are already seeing a lot more of. Plastic has been found in more than 60% of all seabirds and in 100% of sea turtle species (Ocean Conservancy, 2018) with one third of turtles found washed up on local New Zealand shores to have consumed plastic waste (Cann, G. 2017).
Plastic has made its way across all of the world’s oceans, gathering in gyres where the strong currents pull the rubbish into essentially large islands of waste (Weyler, R. 2017 and Hodgetts, R. 2017). “There are five major ocean gyres; two in the Atlantic, north and south, two in the Pacific, and one in the Indian Ocean, plus dozens of smaller gyres. The gyres accumulate plastic bags, plastic bottles, plastic containers, plastic drums, polystyrene packing, foam pieces, polypropylene fishing net, plastic rope, plastic traffic cones, disposable lighters, plastic toys, rubber tires, plastic toothbrushes, and other unidentifiable bits and pieces” (Weyler, R. 2017).
“The North Pacific gyre creates the largest garbage site in the world: 700,000 to a million square kilometres of floating plastic. The gyre contains six kilograms of plastic for every kilogram of plankton. In Hawaii, south of this gyre, a dead turtle was found with over a thousand pieces of plastic in its stomach” (Weyler, R. 2017).
Figure 17. Decomposed seabird found with ingested ocean plastic (Grelon P., 2016).
How has the increase in plastic affected our environment; namely our oceans?
Broken down microplastics, debris less than 5mm in length, and plastic waste in general accumulate algae which are then mistaken for food. This has been recognised to effect over 700 species in our oceans, from small plankton to large whales (Parker, L. 2017). Fish such as anchovies mistake microplastic for food, ingesting the toxic waste. In turn they are eaten by larger fish and the cycle goes on – ending up on our dinner tables and into our bodies too (Parker, L. n.d). Recent studies conducted at Auckland University have found that out of eight commonly consumed fish species in New Zealand, only one was found to have not consumed plastic (Cann, G. 2017).
Not only is our plastic pollution destroying the balance of our ecosystem, poisoning and declining our precious marine-life and posing a threat to our fish consumptions – plastic waste effects many tourism and recreation activities such as swimming, diving and fishing (Plastic Oceans, n.d). The threats of plastic waste in our ocean are detrimental to humanity in so many negative ways – it is more important than ever to change the way we create, consume and reuse plastic! Recently, world renowned environmentalist Sir David Attenborough voiced his concern for the health of our oceans, sea animals and overall environment in the latest Blue Planet II television series (BBC, 2017).
“Every piece of plastic ever produced still exists in some form. Single-use items that are functional for minutes are made from a material that lasts for lifetime upon lifetime without biodegrading. The things we discard without thought can go on polluting the planet for thousands of years (Parley, n.d.).”
As plastic waste circulates the oceans, it is broken down and transformed into tiny microplastics. These are eaten by fish and smaller animals such as krill, therefore entering into the food chain as larger animals consume the smaller. Plastic consumption has been proven occur in humans too; with a study from the University of Exeter showing that 86% of teenagers have BPA in their bodies (Parley, n.d.). BPA was placed into plastics to keep them durable and flexible at the same time but evidence is showing that this harmful chemical leaks from plastic into our water and food.
How is New Zealand currently trying to change our contributions to plastic waste?
With China having recently banned an importation on particular types of plastic and waste, we need to come up with more local solutions as well as to consciously consume less single use plastic (Newshub, 2018). We need to implement other types of biodegradable or sustainable materials into our daily lives. We should seriously be considering the use of stainless steel reusable bottles and straws, biodegradable packaging and containers and reusable shopping bags.
Supermarket shopping chain Countdown is currently in the motion of phasing out all single use plastic bags by the end of this year, setting an example for other supermarkets to follow. Managing director Dave Chambers says that around 350 million plastic bags will therefore no longer have the potential to litter our environment. The phase is set to affect all of their stores nationwide. SuperValue and FreshChoice are said to hop on the bandwagon, although a clear date as to when has not been claimed (Clayton, 2017). Reusable bags supplied by Countdown have reduced their price to $1 each as an encouragement to buy bags that will last more than one shop. Some other stores are trailing a paper bag alternative, however, a report released from the Scottish government depicts that the process to make paper bags uses more water and releases more greenhouse gas emissions (Clayton, 2017).
Figure 20. Countdown’s reusable bag option (Countdown, 2018).
In more recent news, the government are considering phasing out single-use plastic bags from all businesses after a 65,000-signed signature was handed over to parliament. Associate Environment Minister Eugenie Sage responded: “This Government cares about the environment and knows how much New Zealanders understand that single-use plastic bags are produced using oil, create waste, and can end up in the ocean, choking marine life.”
Social responsibility
What is social responsibility?
“Social responsibility is an ethical theory, in which individuals are accountable for fulfilling their civic duty; the actions of an individual must benefit the whole of society” (Social Responsibility, 2018)
Social responsibility can be applied in the singular and plural. When an individual or group of people are aware of what is right and wrong within their environment, society or community, they can then implement steps toward evoking significant changes for the better. This could be from something as small as consumer choice; having the power to decide what one uses and does in their daily lives to demonstrate they’re socially responsible (Social Responsibility, 2018). When someone is socially aware, they are taking a personal stance towards keeping their community and environment safe.
My target audience are millennials, who are also known to demonstrate social conscientiousness, being aware of their spending habits and holding an interest in the environment and healthy living (Gordon, 2017). A recent Nielsen Global Online Survey revealed that millennials are the most willing generation to pay extra for sustainable products (Nielsen, 2015) thus reinforcing their awareness for maintaining social responsibility.
How can I implement social responsibility into my brand identity?
- Using any sustainable, recyclable materials that I can get my hands on to make my packaging designs
- Using type and illustration to tell the story around the implications of ocean plastic
- Hopefully using low-cost or eco-friendly making processes
Figure 21. Packaging using environmentally friendly plastics and card (Wallner-Haas, 2017).
Sustainable practice
What is a sustainable design practice?
The area of sustainable practice is vast and expansive and refers to the maintenance of social, economic and environmental welfare (Tasneem, n.d.). Also known as environmental design, environmentally sustainable design, green design etc., sustainable practices are on the increase as consumers realise our current global issues surrounding pollution, landfill/littered waste and global warming. People are discovering new ways to develop recyclable, reusable, biodegradable, compostable products from plant materials and biodegradable plastics such as bagasse, PLA, CPLA, RCPLA, sustainably-sourced paper and card, NatureFlex and palm leaf (Vegware, 2016) to reinforce the very ethos of sustainable design practice: to make objects and/or use technologies, tools and materials that comply with the principles of social, economic, and ecological sustainability (Saunders, 2015).
Figure 22. Sustainable packaging from NZ, using environmentally friendly plastics and biomaterials (Ecoware, n.d.).
How can sustainable practice be applied to packaging design?
Sustainable practices do not revolve solely around the materials of a given product; it branches out into the making and shipping processes, tools and technologies applied as well. If a company wants to be as sustainable and environmentally friendly as possible, they would need to consider the multifaceted nature behind sustainability. However, packaging design is primarily about the materials as this will influence the product’s functionalities, look, feel and communicated message (Boylston, 2009). According to the Sustainable Packaging Coalition, some criteria for packaging is that it’s beneficial, safe and healthy for individuals and communities throughout its lifecycle, is sourced, manufactured, transported and recycled using renewable energy, is manufactured using clean production technologies and best practices and maximises the use of renewable or recycled source materials (Boylston, 2009).
Figure 23. Sustainable packaging from NZ, using environmentally friendly plastics and biomaterials (Ecoware, n.d.).
A great local example leading the way in sustainable packaging is a company called Ecoware, which manufactures packaging made from plant materials as opposed to oil. They are New Zealand’s first ‘carboNZero certified packaging’ company. “We provide a full range of sustainable food packaging that is made from annually renewable resources such as corn-starch and bamboo fibre. Explore our range to find solutions towards more sustainable business practice” (Ecoware, n.d.). Using non-toxic soy and water-based inks, paper from managed plantations and using renewable, compostable and recyclable sources, the company aims to “provide sustainable food packaging that is superior in quality at an affordable price” (Ecoware, n.d.).
Influential practitioners
Parley (for the Oceans)
About the artist
Parley is a wide-spread collaboration between creatives, thinkers and leaders with one shared goal: raise awareness for the “beauty and fragility of our oceans and collaborate on projects that can end their destruction” (Watson, n.d.).
From artists, musicians, actors and filmmakers, to fashion designers, journalists, architects, product inventors and scientists; Parley harnesses the power of many talented, creative minds to determine have how to “develop alternative business models and ecologically sensible products to give us earthlings an alternative choice, an everyday option to change something. To succeed, we need to find ways to synchronize the economic system of humankind with the ecosystem of nature. And make environmental protection fiscally lucrative for pacesetting major companies” (Watson, n.d.).
How does their work inform my own project?
Parley helped me back in my studio project as they were the first group of creatives and thinkers I stumbled upon who band together with companies, brands and much more in the effort to raise awareness towards the detrimental effects of ocean plastic pollution. I discovered that a lot of projects have happened and are currently underway which utilise the recycling of ocean plastic. The fundamental aspects that help inform my project are Parley’s:
- Ethos on environmental awareness on ocean plastic
- Ethos on creating social conscientiousness
- Use of recyclable materials to make sustainable products
Wanqi Yeo
About the artist
Wanqi is an art director and designer from Singapore. She has done many projects using multiple tools and media to produce her work including illustration, calligraphy, branding, special design and animation. The content and style behind Wanqi’s work is inspired from quiet nature, radiant cultures and her wanderlust adventures (Wanqiyeo, n.d.).
How does her work inform my own project?
Wanqi’s mooncake packaging has helped to inform my work by inspiring me to explore these particular qualities:
- The handmade qualities of the work
- Using type and illustration to story tell and design patterns
- The idea of the interior surprising and engaging the target audience
Figure 26. Handmade and hand illustrated packaging that tells the story of the food, (Yeo, 2014).
Natasha Frolova, Jessica Sjöstetd, and Louise Olofsson
About the artist
The Swedish students, Natasha Frolova, Jessica Sjöstetd, and Louise Olofsson chose to collaborate on a packaging, branding and design project regarding introducing the popular Japanese ice cream, Mochi, to a Swedish market. The students focused on taking elements of Japanese influence and creating a brand identity that would resound with a Swedish target audience. The abstract patterns are representational of mountainous landscapes against the sky, while the colours are representative of the Mochi flavours (Johnston, 2015).
The students have looked into using environmentally friendly packaging, by using recyclable card materials. They have considered modular ways of stacking containers and how they would be carried when taken away and have extended their branding into a shop and its contents, like a website and business cards too.
How does their work inform my own project?
The Mochiice project has helped to inform my work as I want to consider:
- Environmentally friendly/sustainable packaging design practice
- Carrying a brand across a range of products
- Understanding how to enhance the functionalities of packaging: i.e. carrying, how it opens etc.
Nathalie du Pasquier
About the artist
Nathalie Du Pasquier was born in France but moved to live in Italy’s Milano in 1979. One of the notorious Memphis design’s founders, Pasquier made a number of decorative designs for objects such as carpet, plastic laminates, textiles and a few pieces of furniture. After the movement subsided, she took up painting as her main creative outlet (Pasquier. (n.d.). Recently Pasquier teamed up with American clothing line ‘American Apparel’ to design a series of Memphis-inspired outfits, targeted at young adults (Horowitz, 2015).
How does her work inform my own project?
Nathalie Du Pasquier has helped to inform my work as she is one of the founders of the 1980’s Memphis design movement and I am interested in exploring some of their techniques in my work:
- Kitsch colours, geometric shapes and patterning
- Applying these techniques to an array of objects
Yoko Honda
About the artist
Yoko Honda is a Japanese visual artist and designer working with all things kitsch; bright, bold colour palettes, playful geometric shapes and an onslaught of popular culture to revive the nostalgic 80’s Memphis movement with a contemporary Neo-Memphis taste. Her work is a visual transportation back in time and nothing short of ‘retro’ (Savage, 2014). Honda has a fairly large following on Instagram, where she posts the majority of her work. It looks as though she is currently developing a webpage too.
How does her work inform my own project?
I am really interested in Yoko Honda’s Neo-Memphis work as she has a lot of talent in working with this particular art style. Not only does she make beautiful digital art, she uses her illustration techniques to make patterns and work that is applied to textiles, brands and objects like enamel pins, album covers, drinks, gaming machines and more. She style is inspiring me through her:
- Use of Memphis design in a contemporary Neo-Memphis style
- Bright, bold kitsch colours, patterns and geometric shapes
- Digital drawing, pattern making
- Colour palette is bright and bold yet soft
- Applies work to an array of objects, including packaging and apparel
Figure 31. Bright and fun flamingo pattern, (Yokopium, 2018).Figure 32. Retro shop interior wallpaper, (Yokopium, 2018).Figure 33. Collection of patches and an enamel pin, (Yokopium, 2016).Figure 34. Neo-Memphis shirt design, (Yokopium, 2017).
Pete Cromer
About the artist
Pete Cromer is an artist and designer hailing from Australia (Pete Cromer, 2018). He prefers to create work that depicts a child-like, playful outlook on life. Using paint, stencils and spongers, Cromer paints various geometric and organic shapes; then cuts them out to collage unique colourful, compositions of flora and fauna (Endemicworld, 2014). “I think it’s just the way I see the world. That’s just the shit in my mind and so that’s what I need to get out. I just see things as more simplified blobby forms rather than detailed work… I just see the world a lot more simply than I think a lot of other people do and I just find that more fun” (Hunting for George, n.d.). Cromer extends his practice into the three-dimensional through sculpture and cute enamel pins.
How does his work inform my own project?
Cromer has helped me to broaden my work as he was one of my few initial influences back in my studio project, when I experimented with collage. The naivety of his animal compositions was also an inspiration for me when making my marine creatures. Cromer will further inform my new body of work because of his:
- Contemporary use of bold, somewhat ‘kitsch’ colour palette in reference to Popular art and Memphis
- Contemporary use of striking organic and geometric shapes in reference to Memphis
- His naïve illustrative style that heralds a playful, imaginative qualityI am interested in applying these elements into further development of my marine characters.
Sophie Stichbury 