(to view image larger, please click on the upper right + icon)
In a shift toward globalization, it is important for us to understand and open our minds to the complexity of different cultures and their social norms.
This project evolved from a broader research of what Taboos mean to South Koreans into a more focused topic – the role of Beauty & Image in South Korea.
The outcome of this project is a research insight tool: a six sided accordion book open in Asian reading style, with one side illustrating the Young Urban South Korean Men and the other side Women.
Faculty Advisors: Lawrence Abrahamson, Deborah Alden
Approach: remote research: conducted Skype/Facetime interviews with 10 South Korea participants. Cultural immersion: online blogs/podcast/tv shows/movies, read upon reports, articles and visited Korean grocery stores, salons and neighborhoods in Chicago.
Several probe methods were used to gain rapport with participants and use as conversation starter.
From initial research findings, several topics were identified, such as aesthetic, work circle, social circle and family. For the purpose of the insight sharing toolkit, aesthetic was picked as the topic for further development.
When the book lays flat, cover falls on the left side, waterfall binding panels that contained 7 scenario stories are located at middle, and a mirror with quotes overlay is found on the right side. Quotes on the mirror correspond to each scenario story, a way to incite empathy and self-reflection from the reader, and also to tie meanings to the insights.
The book is designed and constructed to represent high fashion and beauty. Waterfall scenario panels with were printed on metallic paper, embellished with custom made Korean patterns on the reverse side, which were stenciled on with white ink.
Young Urban South Korean Women: Aesthetic surgery in South Korea plays a big role in achieving the ‘best face’ a woman seeks. Standards of beauty are influenced by complex factors like self-confidence, pressure to succeed, social conformity, and national identity.
Young Urban South Korean Men: Cosmetics in South Korea are important for achieving the physical appearance that is crucial for success. A man’s image is built on various layers of influence like job expectations, social norms, and the need for self-assurance.