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Konsten att planera kreativitet: En kvalitativ studie om ett antal utvalda grafiska formgivares åsikter om strategiarbete i designprojekt samt om yrkesrollen grafisk formgivare.
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media.
Mid Sweden University, Faculty of Science, Technology and Media, Department of Information Technology and Media.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The study addresses the field of design as a profession and examines the views on strategic management in a design project among nine selected graphic designers. The graphic designers who participate in the study are permanently employed at design companies in Stockholm. The study has a qualitative approach and the method is based on face-to-face interviews. We have chosen to examine this subject due to the opinion among professionals that strategic management in the design industry has increased during the last decades. There is a belief that strategic management in some cases are used too extensively as a way for design companies to make more money. Further, the study also investigates the ambiguity of the profession due to its unclear definition and the fact that the tasks of a graphic designer can differ widely. The study indicates that there is a consistent opinion among the respondents that strategic management in a design project plays an important role, both for the internal process and the fact that a client is involved. The study also shows that the opinions about how they work strategically deviates from each other. The opinons of the selected graphic designers indicate that their working processes are individual and that they may differ depending on the nature of the project and the design company. However, the respondents consider that they in most cases first develop a strategy which further leads to an idea rather than the opposite. The respondents further consider that they in most cases first develop a strategy which then leads to an idea rather than the opposite. The most common opinion among the respondents is that the expectations of the graphic designers ability to work strategically are higher in projects with less people involved. In these projects the graphic designer needs to take the role as both a designer and strategist. The study also indicates that the respondents consider that the width of the working tasks makes the profession hard to define. 

Abstract [sv]

Denna studie behandlar yrkesrollen grafisk formgivare och undersöker nio utvalda grafiska formgivares åsikter om strategiarbete i designprojekt. De personer som ingår i studien är fast anställda på designbyråer i Stockholm. Studien har en kvalitativ ansats och bygger på samtalsintervjuer. Vi har valt att undersöka detta ämne då det finns en uppfattning i branschen om att strategiarbete inom grafisk formgivning har ökat under de senaste årtiondena. Det finns en tro bland yrkesutövare om att strategiarbetet i vissa fall upptar en för stor del av designprocessen och att det främst används som ett argument för att kunna ta bättre betalt av kunden. Vidare undersöks oklarheter kring att yrkesrollen grafisk formgivare upplevs som diffus då personer som går under samma titel ändå kan utföra olika arbetsuppgifter. Studien visar på att det finns en genomgående åsikt bland de tillfrågade respondenterna om att strategiarbete i ett designprojekt ger stöd för projektets genomförande, dels för det interna arbetet och dels för att en kund är involverad i processen. Studien visar på att det finns en genomgående åsikt om att alla formgivares strategiska arbetsprocess är individuell och ter sig olika beroende på projektet och designbyråns utformning. Respondenterna gemensamma åsikt är att de oftast först tar fram en strategi som sedan mynnar ut i en idé och att de sällan arbetar utifrån en idé som inte föregås av en instuderingsfas. Den mest förekommande åsikten hos respondenterna är att ju färre personer som arbetar i ett designprojekt desto större krav ställs det på att den grafiska formgivaren kan arbeta strategiskt. Studien visar dessutom att respondenterna har en liknande åsikt om att yrkets bredd gör innebörden av yrkesrollen grafisk formgivare svår att definiera. 

Place, publisher, year, edition, pages
2013. , 62 p.
Keyword [sv]
strategisk kommunikation, grafisk design, profession, yrkesroll, designprocess
National Category
Communication Studies
Identifiers
URN: urn:nbn:se:miun:diva-18410OAI: oai:DiVA.org:miun-18410DiVA: diva2:602284
Educational program
Graphic Design and Communication TGDKG 180 higher education credits
Presentation
2013-01-18, Sundsvall, 18:45 (Swedish)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2013-03-06 Created: 2013-01-31 Last updated: 2013-03-06Bibliographically approved

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Konsten att planera kreativitet(517 kB)848 downloads
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