“Choi! Touchshoot!” : exploring superstitious behavior of Singaporeans to develop commercially viable product.

• Main Author: Liew, Jie Ni.
• Other Authors: Jesvin Yeo Puay Hwa
• Format: Final Year Project
• Language: English
• Published: 2009
• Subjects: DRNTU::Visual arts and music::Drawing, design and illustration; DRNTU::Social sciences::Communication::Audience research
• Online Access: http://hdl.handle.net/10356/15490
• Institution: Nanyang Technological University

Superstitious myths and taboos in Chinese culture are preached from generation to another, and often passed off as part of the human fabric. These beliefs infiltrated many Chinese Singaporean’s lifestyle, influencing their behavior and their perspective towards life. The thesis hence aims to explore and express such superstitious behavior of Chinese Singaporeans, with reference to a new and experimental research technique called On‐Site Situational Experiment (OSSE). The paper also discusses the importance of the role of Graphic Designers in a market‐driven society; For instance, the roles of Graphic designers to translate information elicited from the research, and produce a commercially viable product. Last but not least, the essay touches on the concept of ‘thematisation’ in Chinatown, and how the final product aims to bring about a unique and genuine light of Chinatown to Tourists, through the interesting superstitious behaviour of Chinese Singaporeans.