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An Investigation of How Design Managers in Organisations in Bahrain Manage and Evaluate Visual Communication Design for Strategic Advantage

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An Investigation of How Design Managers in Organisations in Bahrain Manage and Evaluate Visual Communication Design for Strategic Advantage An investigation of how design managers in organisations in Bahrain manage and evaluate visual communication design for strategic advantage Lilian Issa Anton Hallak, BA, MA A thesis submitted in partial fulfilment of the requirements for the degree of Doctor of Philosophy in the Faculty of Art, Design and Humanities, De Montfort University February 2015 Abstract The role of visual communication design continues to increase in importance around the world. In Bahrain, organisations are increasingly considering visual communication de- sign as a means of accomplishing organisational goals. The research aims to understand the process by which design managers in organisations in Bahrain manage and evaluate visual communication designs to gain strategic ad- vantage. Even though the management of visual communication design has not yet been recognised as a separate category of design management in Bahrain, its processes and approaches may differ from other management applications. This research opens with a contextual overview of the visual communication design management field, before presenting an understanding of how visual communication design can be utilised as an innovative approach to the strategic structuring organisa- tional thinking. Methods have been developed for investigating how Bahraini client de- sign managers manage visual communication design projects. Observational studies and interviews with client design managers and creative directors have been conducted to obtain an understanding of the visual communication design process, together with evaluation procedures in the Bahraini context. These empirical investigations have led to the development of a conceptual framework that describes the visual communication design management process and the evaluation procedure that is carried out by client design managers in Bahrain. The remainder of this thesis explains the outcomes of each phase of the research. The unique contributions of this study are embodied in a discussion of the findings together with reflections and recommendations for those involved and interested in design man- agement in Bahrain. i An investigation of how design managers in organisations in Bahrain manage and evaluate visual com- munication design for strategic advantage Declaration I declare that the work designated in this thesis was initially conducted by me through- out the phase of registration for the degree of Doctor of Philosophy at De Montfort Uni- versity in the United Kingdom, from October 2010 to September 2014. It is presented in partial fulfilment of the requirements for that degree, and is the only degree or award for which the current work is submitted in application. I declare that the current work is substantively my own, and that I have obtained the services of a third party proofreader to check the spelling, punctuation, grammar and formatting. Lilian Issa Anton Hallak September 2014 ii An investigation of how design managers in organisations in Bahrain manage and evaluate visual com- munication design for strategic advantage Acknowledgements ‘To the soul of my parents ‘Issa and Alice’’ – this thesis is dedicated to their memory. The present work could not have been completed without the support and assistance of many people. To begin with, I would like to thank my first supervisor Dr. Tina Barnes- Powell for her valuable advice, guidance, experienced supervision and encouragement throughout my studies. I am grateful to the staff members of the Faculty of Art and De- sign, to Dr. Michael Marsden, and especially to my second supervisor Dr. Richard Chipps and Mr. Nicholas Higgett for their constructive comments and recommenda- tions. I would also like to thank the Library team and the Graduate School Office for their professional support, and everybody who has in one way or another helped me to bring this work to a conclusion, and specifically Mr. Anselm Kersten. My special thanks go to all those who participated in the empirical research. In addition my thanks go to all my colleagues at De Montfort University for their sug- gestions, support and concern. Finally, I wish to express my thanks to my friends and family, specifically my brothers and sisters Mary, Anton, Henry and Helen, for all their encouragement and support over the years. iii An investigation of how design managers in organisations in Bahrain manage and evaluate visual com- munication design for strategic advantage Table of Contents Abstract ……………………………………………………………………………………………………… i Declaration ………………………………………………………………………………………………… ii Acknowledgements ……………………………………………………………………..………..…… iii List of Figures …………………………………..……………………………….…………..……….… viii List of Tables …..…………………………………………………………………………….………….… xi THEPRETICAL FOUNDATION …………………………..……………………………………...…….… 1 Chapter 1: Visual communication design ………………………..………..……………...…… 1 1.1: Overview …..…………..……………………………………………………………………..………….… 1 1.1.1: Aims and objectives of the research study ……………………………………... 2 1.1.2: Research methodology …………………………………………………………………. 3 1.1.3: Scope of the research ……………………………………………………………………. 4 1.2: Research background ………………………………………………………………………………… 4 1.2.1: About Bahrain ……………………………………………………………………………… 5 1.2.2: Bahrain Vision 2030 …………………………………………………………………….. 5 1.2.3: The design industry in Bahrain …………………………………………………..… 7 1.3: Visual communication design structure ……………………………………………………. 11 1.3.1: Communication models ……………………………………………………………… 11 1. 3.2: Definition of visual communication design …………………………………. 13 1.3.3: Visual communication in culture …………………………………………………. 14 1.3.4: Visual communication design in business ……………………………………. 15 1.3.5: Visual communication design and the economy …………………………… 16 1.4: Cognitive theory of visual communication design ……………………………………… 18 1.4.1: Sensory visual communication theories: Gestalt principles ………..… 19 1.4.2: Perceptual theories of visual communication design ……………………. 21 1.5: Visual communication analysis ………………………………………………………………… 23 1.5.1: Visual communication design principles ……………………………………… 24 1.5.2: Visual communication design elements ……………………………………….. 26 1.6: The evaluation of visual communication design ………………………………………… 29 1.7: Chapter summary and findings ………………………………………………………………… 30 iv An investigation of how design managers in organisations in Bahrain manage and evaluate visual com- munication design for strategic advantage 1.7.1: Thesis structure …………………………………………………………………………. 30 CHAPTER 2: Design management ……………………………………...………………………… 33 2.1: Overview of the design field …………………………………………………………..…………. 33 2.1.1: The growth of the publishing industry ………………………………………… 36 2.1.2: Typographic development ………………………………………………………….. 37 2.1.3: Graphic design era ……………………………………………………………………… 39 2.1.4: Design movements and progress …………………………….……...…………… 40 2.1.5: Types of design ………………………………………………………………………..… 44 2.1.6: Design value ………………………………………………………………………………. 45 2.2: Definition of design management ……………………………………………………………... 46 2.3: Design management history …………………………………………………………………….. 48 2.4: Values in design management ………………………………………………………………….. 52 2.5: Strategy in design management ……………………………………………………………...… 53 2.6: Design management and economy ………………………………………………………….... 55 2.7: Managing the design process ……………………………………………………………………. 56 2.7.1: Managing the design brief ………………………………………………………...… 64 2.7.2: Design management and project success …………………………………….. 66 2.8: Evaluating the proposed designs …………………………………………………………….... 67 2.9: Chapter summary and conclusion …………………………………………………………….. 72 CHAPTER 3: Methodology of empirical study ………...…………...……………………… 73 3.1: Overview ………………………………………………………………………………………………… 73 3.2: The interpretive research approach …………………………………………………………. 73 3.3: Design research methodology ………………………………………………………………….. 75 3.3.1: Data collection methods ……………………………………………………………... 78 3.3.2: Observation studies methods ……………………………………………………… 79 3.3.3: Types of interview ……………………………………………………………………… 81 3.4: Scientific research reflection ……………………………………………………………………. 86 3.5: Ethical considerations ……………………………………………………………………………… 88 3.6: Summary of the research methodology ……………………………………...……………... 89 EMPIRICAL STUDY ……………………………...……………………………………………...…………. 91 v An investigation of how design managers in organisations in Bahrain manage and evaluate visual com- munication design for strategic advantage CHAPTER 4: Interviews ………………………………………………...………………….………….. 91 4.1: Overview ………………………………………………………………………………………………… 91 4.2: The research process …………………………………………………………..…………………… 91 4.2.1 Interview participants’ selection process …………………………………..…. 93 4.2.2: Formulating the interview questions …………………………………………... 99 4.3: Conducting the interviews …………………………………………………………………...… 102 4.4: Analysing the interviews ……………………………………………………………………….. 103 4.5: Interview findings ……………………………………………………………………………….… 105 4.5.1: Design manager interview outcomes ………………………………………… 105 4.5.2: Creative director interview outcomes …………………….…………………. 108 4.6: Chapter summary and findings ………………………………………………………………. 112 CHAPTER 5: Observation ………………………………………..………………………………… 113 5.1: Overview …………………………………………………………………………………………….… 113 5.1.1: Selecting the visual communication design projects for the observa- tional studies ……………………………………………..……………………………………… 114 5.1.2: Justification for the selection of these design projects ………………… 116 5.1.3: The process by which participants in observational studies were selected …………………………………………………..………………………………………… 116
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