STATEMENT OF INTENT

RESEARCH QUESTION

How can communication design

increase college freshmen students’ awareness

of sustainability in order to change

their daily behavior?

· specific topic on sustainability be will defined after initial research on target group

· what are college freshmen students willing to change? what do they already do and   know about? what do they know and don’t do and why? what will they never change?

Communication Design

· not only graphic design, because it is very possible that college frehmen students are more open to digital design than to graphic design.

· not only visual communication design, but communication design, because this term also includes the way and how to talk to college freshmen students. best way to address them. how to communicate with them.

College Freshmen Students

· they come into a new environment and can integrate their new knowledge from the beginning on.

· after changing their awareness during their first year they can adapt what they learned to their new start when they move out of the dorms.

· how to reach them: in dorms, information or orientation events, required undergraduate course, social networking

Awareness of Sustainability

· change of awareness is change of thinking

· how did their thinking change. difference before communication design application and after

· did behavior over a longer period of time change? observation

Daily Behavior

· what can be changed in their daily life without any big infrastructural change?

· recycling needs an special infrastructure provided from the the state or university

· cosumerism i.e. food and transportation don’t need a big change in the infrastructure people can change this behavior on their own

KEYWORDS

Visual Communication Design

Sustainability

Environmental Awareness

Human Behavior (Change of ...)

Consumption

Design Ecology

HYPOTHESIS

By increasing college freshmen students’ awareness of sustainability they will be more likely to change their behavior.

EDUCATION

Humans are more likely to change their behavior when they receive personal benefit.

MOTIVATION

· initial research will specify if a lack of motivation, a lack of education or both leads   to the low awareness of sustainability in daily life

CONTEXTUAL RATIONAL

· not enough resources

· save money & protect own environment

–› better quality of life (future goal)

· more marketing research than design research on human behavior

· pressing and contemporary but unexplored topic

–› findings on target group can be adapted

· a sustainable way of living can improve quality of life immediately and in the future

AUDIENCE

Who is engaged?

college freshmen (c.f.) students

· open-minded flexible

· new environment and life

Who benefits besides college freshmen students?

· university

· all people in the environment

· everyone who’s interested in c.f. students’ behavior can use findings on target group

TOOLS

Literature Review (books, journals, internet,...)

Initial research on c.f. students about sustainablity

· survey (what do/don’t they know/do)

· personal interview (what do they do and how/why)

Behavioral change

· focus group (test vc design concept)

· contexual research (did awareness change cause behavioral change)