An Exploration of Chroma Key Technology Within Social Interaction S.A.M Van Alebeek C.D

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Designing for festivals and events: An exploration of Chroma Key technology within social interaction S.A.M van Alebeek C.D. Gonzalez Moreno M.M.P. Weerts Industrial Design Industrial Design Industrial Design Eindhoven, the Netherlands Eindhoven, the Netherlands Eindhoven, the Netherlands [email protected] c.d.gonzalez.moreno@student. [email protected] tue.nl

ABSTRACT interaction. The research question has been set together This research has been conducted to investigate the with hypotheses. influence of Chroma Key technology on social interaction at events and festivals. This will be done through a photo Main research question: booth and Chroma Key application. Different groups of “How does Chroma Key technology influence social people tested the pink screen function, on a booth or with interaction on events and festivals?” an application, together with artefacts. These subjects have been observed as well as interviewed. Next to this, material Sub questions: explorations have been done for the discovery of colors and ● Does Chroma Key technology appeal to investigation of embroidery. In the end the concept Festive festival/event visitors? has been defined as a product-service system with ● Do festival/event visitors feel engaged to interact personalised garments, optional embroidered patterns and a with the Chroma Key technology? Chroma Key application to invite for social interaction ● How can personalised garments add extra value to between event visitors. Findings show that there is potential event experiences? for Chroma Key technology in events and the improvement of social interaction. To acquire answers to these questions, a product-service system named Festive will be used. Festive offers people an Author Keywords app. However, in some studies the preliminary booth of Wearables, Technology, Personalised, Fashion, Social, Festive will be used. With this app or booth social Interaction, Events, Festivals, Embroidery, Green Screen, interaction is central and by interacting with others you can Chroma Key, Patterns, Augmented Reality. create unique and creative pictures. Festive offers an online platform to create your own personal, unique piece of INTRODUCTION clothing. These garments have been created with specific Mobile phone use has been increasing severely for years color palettes that can be detected by a filtering app. This and is still growing. [1] This often results in a decrease of app exchanges the colors for an image, a digital design, that the social interaction between people. “We lose our ability is related to a specific event or festival [3]. Difference in to have deeper, more spontaneous conversations with patterns can offer difference in interaction and difference in others” as said by MIT professor Sherry Turkle [2]. expression of digital designs. Embroidery will also be Especially on social events, that provide great opportunities tested to see whether embroidering a pattern on a garment for social interaction, this phone use can have a big might increase the value of the concept and alter visitors’ negative impact. However, this paper will try to use this experience during events or festivals. phone usage to do the opposite, namely letting event visitors seek contact with each other and having phones METHODOLOGY invite for bigger social interaction. Furthermore, there has MATERIAL EXPLORATIONS been a visible increase in the popularity of social media In this conducted research material properties, pattern filters that offer a feeling of augmented reality. For generation and applications have a big importance. example, Snapchat can map the contours of one’s face and Wearables are personal and close to the body. Used display an animated image on it. These two developments materials should be explored well before they will be turned are the basis of this paper and shaped this research. into garments for specific individuals. In this part of the research, material explorations will be done to investigate This paper will focus on the impact of a similar augmented colors and patterns that can be used for the application of reality technology, namely green screen technology. This Chroma Key on personalised garments. new technology will be investigated on events and festivals to see if the use increases and enriches the human-human

Colors During the test, participants can play around with the iPad Because parts of the users’ garments have to be transformed and pink attributes to explore how the app changed the into a digital design, colors used in the personalised color into a digital design. Insights and results were gained garments have a high significance. Since there is a limited through observations, an interview per group and a short number of colors that can be used for this transformation, survey (see Appendix II) that was filled in per individual extensive color research has to be done. Different colors are participant. printed out and tested with the Chroma Key Pro app [3] on Subjects three different levels, namely the use of the blue, pink and Participants were gathered on spot and came in groups of green filter. After this test, all possible colors will be friends. These participants were males and females between specified for further research development. the ages of 18 and 24 and all study Industrial Design at the After these color explorations, gained knowledge can be Technical University of Eindhoven. They were all students applied in two different ways. First of all, colors are that liked to go to events. A total of 21 participants were applicable for printing on textile and for the development of gathered for this study. The participants took photos with garments through this printing. Digital textile printing has a their own group of friends. wide range of available colors. Secondly, yarns that can be Materials used in the embroidery machine for the luxury garments For this study, a device is needed with the Chroma Key should be investigated. With using the app on the Studio Pro - Green, Blue & Pink screen [3] app. Attributes embroidery yarns in the wearable senses lab at the TU/e, are needed, so the participants can play around with the knowledge can be achieved about which colors can be used app. The attributes in this particular study are pink and for tests in this research and future prototypes. Finally, the consisted of a hat, an inflatable beach ball and some working colors will be tested in different densities (1,2,3,4 handcrafted sashes. A booth is necessary to hold up the and 5 stitches/mm) to find the perfect feel, look and effect device so participants can see themselves through the front in combination with the application for the concept. camera of the iPad. This booth was a low fidelity stand and Patterns was only used during user study 1. To provide the users with personalised garments, unique Study protocol patterns can be created on the website of Festive. These This study was developed to gain quantitative and patterns can either be printed on quality fabric or qualitative data and it consisted of two main phases: embroidered when chosen for the luxurious option. In this research, there will be a focus on the embroidery technique ● Phase 1: Observations in which participants and application of generated patterns through an explore the concept. embroidery machine. Different patterns will be ● Phase 2: Interviews in which participants were embroidered on different types of textiles, in order to asked about their experience. analyse the material behavior. The types of textile used for this part of the research are cotton, thin tricot and thick Phase 1: tricot. During these observations, the participants were first told about the concept and were asked to sign a consent form. FIELD STUDY The goal of the study is to see whether there is interest in For this research, three user studies have been developed, such a concept. Because this test has an exploratory each depending on the results of the previous study. The approach, the only explanation given was the context about approach was both qualitative and quantitative. The creating memories at an events. After explanation, the participants went through a hands on experience with the participants were free to play around with the attributes for design and were observed, interviewed and asked to fill in a as long as they liked. The participants indicated when they short survey (see Appendix II) afterwards. In the following wanted to take a picture. There were no limitations or text, details of the setup of the individual studies can be comments given by the researchers during this part, as the found. participants should be allowed to play around freely. This phase allowed for exploration and gave the participants User study 1 time to think about the concept. This study focused on the validation of the concept and finding out whether there was an interest in the product. It Phase 2: took place during one of the Lucid drinks at the faculty of During this phase, participants were interviewed per group. Industrial Design and the University of Technology in They were asked about the experience they had, about Eindhoven. Participants were invited to come over to a sharing their pictures online and about the interaction with photo booth (see Appendix VI) to take a picture with pink the booth. Besides this, a short survey (see Appendix II) attributes. The booth held an iPad with the Chroma Key Pro was held with the individual participants of a group. This app [3] where participants were able to see themselves survey consisted of two questions that participants rated on before the picture was taken. a scale from 1 to 5. How likely would it be for you to use our product during events? and On a scale from 1 to 10,

how would you rate interacting with this product? (10 Phase 1: highest). During this introduction, the participants who were interested in Festive were introduced to the concept. They Both phases show the mixed approach used during this are informed about a booth that can change your clothing study, as both qualitative and quantitative data has been into an image through Chroma Key technology. Not much gathered. detail was given, in order for the participants to stay open USER STUDY 2 minded. However, enough information was given so The second study was developed to test the concept during participants could evaluate whether they would want to try a real event outside of the Industrial Design department of out the booth or not. the TU/e. It took place at the FeelGood Market in Phase 2: Eindhoven [4]. This market is all about having a good time. During this observation phase, the participants were The organisation gifted a free spot to set up the booth and allowed to play around with the attributes for as long as attributes. they wanted. The participants indicated when they wanted Participants came up to the stand when they were curious to take a picture. There were no limitations or comments enough or if they wanted to know more about the concept. given by the researchers during this part, as the participants If interested in taking a picture with the app and pink should be allowed to play around freely. This phase allowed garments, participants were invited to pose in front of the for exploration and gave the participants time to think about tablet and have fun with the app. This was done after the concept. Consent was asked beforehand (see Appendix consent forms were signed. Afterwards, the participants V). were interviewed to gain insights on how the concept would Phase 3: look like on existing events, whether they would rather During this phase, participants were interviewed per group. have an app or a booth and if they would like to share They were asked about the experience they had, the sharing pictures they made on social media. of their pictures online and the interaction with the booth. Subjects Furthermore, participants were asked about different Participants were gathered on spot and came in groups of possibilities Festive has to offer. Whether the concept friends or as a family. These participants were mixed in would work better as a booth or if it would work better as age, ranging from 5 years up to 65+ years. The participants an app. And whether introducing personalised garments varied in personality and interests, since the FeelGood would increase interest and value of the concept. Market attracts for a variety of people. Most were looking All phases show the qualitative approach used during this forward to a relaxing day at the market. A total of 20 study, as this study focused more on extracting user insights participants were gathered for this study. These 20 and experiences regarding Festive as a whole on an actual participants came towards the stand when they would be event. interested enough or nudged to come closer by the researchers. The participants came in groups, splitting the USER STUDY 3 20 participants into 11 groups. This last study had a deeper focus on expert users. This was

done by providing the Chroma Key app [3] for free, so Materials participants can explore events they visited. The first For this study, an iPhone or iPad is needed with the Chroma participant visited a concert of The Kooks at the 013 venue Key Pro app [3] installed. Attributes are needed, so the in Tilburg, the Netherlands on the 24th of May 2017. The participants can play around with the app. The attributes second participant visited Intents [5], an outdoor festival were pink in this study and consisted of hats, diverse photo held in Oisterwijk, the Netherlands at the 27th of May props, fake flowers and some paper pom poms. A booth is 2017. necessary to hold up the device so participants can see themselves through the selfie camera. This booth was of a After the participants went to the event and took pictures, higher fidelity and allowed the device to rest on top. This an interview was planned and held to see what their prototype was only used during study 2. experience was and what they thought about the concept of

Study protocol Festive and its services. This study was developed to gain qualitative data and it Subjects consisted of three main phases: Two participants were gathered for this study. One ● Phase 1: An introduction in which participants participant is a 21-year-old female. The other participant is would learn about Festive. male and is 24 years old. Both participants really enjoy ● Phase 2: Observation where participants explore going to festivals and events and have an intrinsic the concept. motivation to visit these throughout the year. Furthermore, ● Phase 3: Interviews in which participants were the participants were already planning to go to an events asked about their experience. before they were asked to join this study.

Materials where the value lies, apart from the garment being fully For this study, the participants require to have an Apple personalised and unique for each user. The garment can be handheld, since the Chroma Key Studio Pro app [3] only worn any other day and is suitable for being worn to all runs on iOS devices. The participants must also be going to events that support the app filters. This causes one garment an event because of their own motivation, not just for this to have hundreds of possibilities (see Figure 1). The users study. will also have the option to choose what type of garment they would like to personalize. Study protocol This study was developed to gain qualitative data and it consisted of two main phases: ● Phase 1: Explorations where participants used the app own their own. ● Phase 2: Interviews in which participants were asked about their experience. Phase 1: During these explorations, participants were instructed to go to their planned event and experiment with the app. There were no limitations or direct instructions given, as the participants were allowed to be free in what they wanted to explore with the app. The researchers were not present during this phase. Figure 1. Concept visualisation with insights from Phase 2: prof.dr.ir. L.M.G. (Loe) Feijs During this interview phase, participants were interviewed The idea is to offer users a way to experience their festivals individually. They were asked about the experience they and events in a different way, while focusing on social had with the concept of Festive. Questions were asked interaction. The app that was used to test out Chroma Key about their experiences, their thoughts on personalised technology was taken from the iOS AppStore and is called garments and their thoughts on a booth and an app. This Chroma Key Studio Pro - Green, Blue & Pink Screen [3]. was the longest interview of the three studies, allowing it to This app was used to change the personalised garments and be more in-depth. let the participants experience a portable variant of Chroma Both phases show the qualitative approach used during this Key technology. The final app, Festive App, would have study, as this study focused more on extracting user insights this functionality but uses location-based filters that are and experiences regarding Festive as a whole on an actual only available when the user is on the specific event. So the event, with the right target group in mind. user would have to go to these events in order to have an enhanced memory. However, the app would not only work DESIGN with clothing bought from the Festive website. It is not the To test the influences of green screen technology on social goal to create a sub-community of Festive users within the interaction, a concept had to be developed. This concept event community, this would counteract the goal of the consists of two main parts: a platform where users are able design. to design personalised clothing and a Chroma Key app [3] with location based photo filters. RESULTS The platform is a website under the name Festive, where MATERIAL EXPLORATIONS users can order personalised clothing which they can design Colors themselves. The clothing is offered in colors that work with While exploring the Chroma Key application [3] on the the Chroma Key technology. The user can choose their print-out colors, the following key findings were garment, the color palette and can create the pattern they discovered: want to have printed or embroidered on their garment. An - Bright colors offer great transformation quality, whereas embroidered garment is more luxurious due to an added dark colors do not work at all. Neon-like colors are the aesthetic value. When users order clothes from Festive, they perfect match with the application; receive a code to download the Festive app and to get - The separate filters can transform more colors than initially started. indicated. For example, the blue filter transforms purple and The clothing is used to create an event garment that will last the pink filter transforms red. as well longer than just one day. With one of the Festive With these findings printed garments were formed. The personalised garments, users can go to any event with the effect was tested on actual garments and results were same garment to get all kinds of visual memories. This is positive (see Figure 2).

Patterns To get general knowledge about the embroidery machine, a pattern had been generated, exported as .svg file and put into the embroidery machine. Together with prior knowledge of the designers in the lab the basics were formed. In the machine, the order had to be inserted in a smart way to avoid ‘cuts’ between every small line that had been embroidered. This can also be done in the formation of the patterns as well.

To achieve knowledge about the material behavior of embroidered fabrics different materials have been introduced to the machine with the same pattern. The Figure 2. Developed garments with 2 different Chroma outcomes varied a lot depending on the fabric used. Cotton, Key technology transformations a non-stretch static material, invites the yarns to stay in place and when the frame has been removed the image Next to this, the wearable senses lab offers a variety of stays the same. This fabric offers the embroidery to look colors in embroidery yarns that can be used for this research professional. However, thin stretch tricot made the and future prototyping. In line with the outcomes of the embroidery machine error often which caused frustration as paper explorations, bright colors work best. Dark colors well as time waste. When the fabric is not applied well on should be avoided or used on a bright fabric to block the the frame, under too little tension, the design will deform transformation on the garment. and look unprofessional and very DIY as well. When using thin and elastic tricot, be careful and precise. However, The embroidery samples, which have been done in 8 colors forms can move along with the body when stretched out and in densities 1 up to 5 stitches per millimeter, offer clear (see Figure 4). Finally, thick stretch tricot already solves a outcomes (see Figure 3). Exploring these samples with the lot of these deformations and errors. If stretch is required, Chroma Key app [3] revealed the following. take a thicker material to create a better basis for the embroidery machine. Keep in mind that many more fabrics Look and Feel exist and there are way more design possibilities with other When considering the look and feel of the samples, the materials. bigger the density the softer the material feels. Densities 4 and 5 were most pleasant, these ones invite for more comfortable clothing. While looking at the samples without digital design, for general use, density 3 and higher has been determined as acceptable to achieve a luxurious look on the embroidered garments.

Chroma Key effect The samples have been tested with the application to find what densities give most professional results. An interesting finding, is that the lower the density the more ‘materialized’ Figure 4. Explorations for material behavior of different the digital design looked. This fabric-look mostly occurred fabrics with similar embroidered patterns on density 1. Densities 4 and 5 gave the best results for a complete clear digital design. (see Figure 3). FIELD STUDY User study 1 Qualitative In all studies the qualitative results have been divided into different sub-categories.

Human Machine Interaction (HMI) “It is annoying that I cannot take the picture myself..” In this first user study, event visitors were not completely Figure 3. Material explorations with embroidery of 8 satisfied about the human-machine interaction. Users felt color tones with 5 different densities like the booth and their friends were too separated and did More detailed results can be found in the appendix (see not see a clear link, since they could not take a picture Appendix VI). themselves. However, observations showed that the HMI

between them and the screen, where they could see study generated a lot of insightful comments. The most themselves with the digital design, was good and invited valuable are listed below. people to look for the specific parts of the digital design. On the booth Social Interaction “Wow, how does that even work?” Observations showed that the social interaction was greatly “Oh this is interesting.” improved. People started interacting with attributes we gave “I like the idea, but I just can’t see the added value.” them. Some people even started to lift each other to get the “Is it free?” coolest picture. People were laughing, having fun and communicating with each other. On sharing the pictures on social media “I can’t wait to see my pictures come online.” Concept – booth “I’d rather not have these pictures on a public facebook The concept was very much liked by the crowd. Linked page.” with the social interaction, people were having fun and enjoyed their time spent with the Festive Booth. The usage App vs booth of pink colors, and not the green ones, surprised people. “The booth requires more effort, I’d have to go look for the booth on an event.” “Wow! How does this work?!” “I like that the app as it gives more freedom.” “I really like that you use pink attributes instead of green “The app might distract users from the event and increase ones.” negative phone usage.”

However some privacy issues occurred. Intentionally, a Observations public Facebook group would have been used to share their Participants seemed curious about Festive, but held back pictures. Not everyone was happy with this, so it became a suspecting it was a paid service. Participants also seemed to private Facebook group. doubt the fact that they could not take the pictures themselves. Some participants would take a picture and “I am not really keen on having my pictures on a public then say that they would not like to have their images Facebook page.” posted on the Facebook page [7]. Finally, the people who visited the market did not fit the target group. Some Quantitative participants were honestly interested in the concept, while A graph about the quantitative data considering likeliness of others would just do it for a fun picture. using the concept at future events and festivals has been made. The majority of the participants were likely or very likely to use Festive with its booth at future events (see Figure 5). Other data visualisations can be found in the appendix (see Appendix II).

Figure 6. Subjects of user study 2: having fun and interacting on the Feel Good Market

Figure 5. Data visualisation: likeliness of using the concept at future events and festivals User study 3 In the third user study, only qualitative data has been gained User study 2 among the two participants. The data was collected through In the second user study, only qualitative data was gathered. an interview, one with each participant. The complete The data was collected through the short interviews held interviews can be found in the appendix (see Appendix IV). after participants took a photo (see Appendix III). This The most interesting quotes from the participants are listed resulted in a total of eleven groups being interviewed. This below.

DISCUSSION On the application: The Chroma Key app [3] works best in well-lit “The application was easy to use, but unfortunately it environments. During outside events, this is no problem. didn’t work well because it was very dark inside at the However, concerts in dark venues and festivals that last concert.” until deep in the night might be troublesome. If the Chroma “The app worked fine with the blue jeans that I wore.” Key app [3] does not work well enough, the experience will “I liked playing with the app and discovering which objects not be improved but deteriorated. Users will not be able to changed and which didn’t.” explore the filters in the way they would if the lighting was “I was interested in how colors can change into patterns right. A better chroma keying application is needed to and how it looked on everyday objects.” ensure users can use the app in every condition during their events. On wearing the garments: “I would certainly wear bright colors to festivals.” Due to a lack of time and participants during the third user “It is nice to have a garment that you like to wear, and that study, the effect of having garments was not tested as works with the app.” extensively as initially planned. Although the participants “For people who wear bright colors in daily life, it might who did join the study gave valuable and insightful data, be less interesting to buy such a garment.” the testing of added value of clothing did not receive “I wouldn’t wear bright coloured clothes just so I can use enough attention. This might influence the final verdict on the app.” the personalisation aspects of Festive, as only two participants were deeply involved within this part of the On embroidery: concept. The participants were asked about their opinion on “That might make people more willing to buy a garment personalised garments, but didn’t actually wore and test and use the app” them in combination with the Chroma Key app [3]. Also “I don’t have a lot of affinity with designing clothing and did one of the two participants not have any affiliation with creating patterns.” fashion, which may cause for a biased opinion. In a future On social interaction: study, more focus has to be on the personalisation aspect of “Since Festive is an application, people will be on their Festive. This can be achieved through designing clothes phones, which might reduce social interaction (if the phone with a participant before sending them to a Festival with the is used for other things then Festive).” Chroma Key app [3]. “Yes I think it would [improve the social interaction]!” “It would be an icebreaker.” Finally, the research was conducted by means of three user studies. All these studies had different participants and in On sharing pictures on social media: each study, the participants experienced Festive for the first “That way you can share your experience with other time ever. This novelty effect can influence the opinion of people, with the added effect of ‘wearing’ a logo the participants [6]. Furthermore, once this novelty fades representing that experience.” out, people may feel frustration or disillusionment towards “I think it would be cool to share the pictures when the Festive. Over time, the users would either accept Festive product is more well-known.” into their everyday lives or abandon it. To counteract the novelty effect, in a future study participants could be tested On the experience: for a longer period of time. This way, the novelty effect “I don’t think that my experience has been improved, since could fade away, resulting in different results and insights. the app didn’t work well.” However, in Angela Mackey’s paper [6], she mentions that “The app was a nice extra, but I wouldn’t have missed it if I by carefully designing the concept, digital designs and the didn’t have it.” product as a whole, this novelty effect can be countered. Festive already offers unique filters that only unlock when App vs photo booth: the user is at an event. Also, the personalisation can offer “I think pictures taken in a photo booth wouldn’t represent self-made patterns and garments for the user to wear. So the experience as well as pictures taken in the middle of an Festive offers users ways to remain satisfied. experience: this really captures the atmosphere with all the people around you.” CONCLUSION “Having your own app makes it more fun to play with and MATERIAL EXPLORATIONS discover new functions.” Colors “Having a photo booth makes it more of an experience and When choosing the colors that can be used for the special moment.” personalised pattern development, every season’s trend “A photo booth has a certain threshold.” . forecast will be taken into consideration. The collection of Festive is therefore always up to date. However, the color palette only exists of the colors that work with the Chroma

Key app [3]. make the pictures, which influenced their experience. It The option of the green color filter gives a big ‘green took away the spontaneous aspect of making memorable screen’ feel to the products and this has to be avoided. pictures at the event. This was backed by the results of the Therefore, the green filter will be neglected in further survey and observations made during the study. One of the development of the concept. participants expressed this as follows: “It is annoying that I For this research, limited colors are used from the Wearable cannot take the picture myself.”. However, the overall HMI Senses lab. Advised is to use bright colors, since they offer was rated good, as 42.9% of the participants gave an 8 and the best transformations, and avoid dark colors since they 28.6% a 7. do not work at all. There are many other color options next to the investigated ones. The social interaction between participants did improve while taking pictures. When they noticed that the pink Festive wants to achieve a soft feel, professional look and attributes turned into the logo on particular parts of the the best Chroma Key effect. All the outcomes combined screen, the participants were motivated to get a picture with conclude that densities 4 and 5 are both suitable. In the end the logo on it. They began to lift each other up and use the 4 will be used for the concept since it saves up yarns and pink attributes as well as their bodies to find and capture it. time in comparison with density 5. While doing the material explorations with colors and densities, a fabric-look occurred on density 1 and offers design opportunities for User study 2 other designers who want the effect to be more absent and This study focussed on the implementation of Festive on an for example use the green screen effect as a wardrobe actual event outside of the TU/e. This allowed the study to changer: the look of the garments varies with other effects explore the interaction between participants and the booth, in a subtle way. opinions about the booth versus the app, sharing pictures

Pattern online and personalisation of the garments. Analysing the When applying a pattern with the embroidery machine, all data from this study resulted in interesting findings. fabric decisions should be well grounded. The less stretch, the better the pattern will look. The thicker the material, the First of all, the concept was enjoyed by almost every better the machine will work. However, the machine has a participant. The groups all seemed happy to take a picture limit of thickness. To determine the fabrics Festive offers and had fun with each other when taking one. The main on their webshop, trend forecasts will be used yearly to difference is the degree in which the participants thought determine their annual collection possibilities. Overall, embroidery is a precise and relatively easy way to that the concept had value. Some participants only saw work with to apply patterns to a fabric and making the Festive as a nice concept that could enhance pictures, while value of a garment go up. It offers for a luxurious and on the other hand, some participants were enthusiastic professional product that feels more special through the about the whole concept. This suggests that there is a added dimension and weight. Next to that, explorations specific target group, which the majority of the visitors of created big awareness of the time it takes to work with the the FeelGood Market did not fitted in. embroidery machine. This is an important thing to consider while designing the concept and for further developments. Secondly, the participants were asked about the booth FIELD STUDY versus the app. Pro-booth participants believed the booth User study 1 could provide a special moment and argued that an app This study was focussed on the validation of the concept of would distract the user even more. Pro-app participants Chroma Key technology within an event environment. The believed that the freedom sparked exploration and would qualitative results as well as the quantitative results love to have it mobile. Also, the booth would require more obtained during this first study show that there definitely is an interest in Chroma Key technology at events and effort, as one would have to find the Festive booth at an festivals. 81% of the participants expressed enthusiasm in event before taking a picture. future use of the product. The lo-fi prototype that was used during the first user study, a cardboard booth with an iPad, Finally, the participants discussed the social aspects of scored a 6.9 on average on the interaction. This mostly is Festive. Some would rather not have their pictures taken due to two factors: the element of surprise and the photo and published online. Others were fine with sharing booth itself. The participants did not expect that the pink pictures and were interacting with their fellow group items transformed into the Festive logo, which was welcomed with great enthusiasm. On the other hand, the members. The overall opinion was that the participants interaction between the booth and the participants was not believed it had potential to influence social interaction at optimal. The participants had to rely on the researchers to events/festivals. Though the interaction between group

members was seen, interaction between strangers was not Research question tested during this study. In order for the research question to be answered, the following hypotheses were composed: ● Does Chroma Key technology appeal to This second user study revealed that there is a specific festival/event visitors? target group needed in order for Festive to reach its goals. ● Do festival/event visitors feel engaged to interact Furthermore, the app was valued better than the booth. This with the Chroma Key technology? shaped the third user study and helped to get even more ● How can personalised garments add extra value to detailed data from that user study. event experiences?

User study 3 With the conclusions from the user studies, these sub The analyses of the interview showed that both participants questions can be answered. Combining these provides the were excited about the Festive concept. They for example answer to our central research question: “How does liked to play with the app and discover what everyday Chroma Key technology influence the social interaction objects around them changed into. The playfulness that the on events and festivals?” participants expressed with the app, brought new insights in how the concept can be applied. Festive mainly focusses on Does Chroma Key technology appeal to festival/event personalised garments and the filters add extra value to visitors? pictures made a festivals and events. One of the participants Visitors from the Lucid drink and FeelGood Market were did not focus on himself while making pictures, but on his definitely interested in using the photo booth. People came surroundings. He actually was not fond of the logos that out of curiousness and almost of them took a picture when appear on clothing as he takes pictures of himself: “I don’t they heard of the concept. To answer the hypothesis: yes, it think that I want to be in pictures taken with the app, appeals to festival/event visitors. However, it has to be the because it makes me feel like a promoter or a walking right target group. People between the age of 18 and 30 advertisement.” Nevertheless, he enjoyed taking pictures of were the most interested and enthusiastic about the booth as his surroundings and discovering possibilities of the app. well as the overall concept.

The other participant did not think she got the full Do festival/event visitors feel engaged to interact with the experience out of Festive, due to a lack of the right lighting Chroma Key technology? that the app requires. However, she is interested in buying Especially in the first two studies the interaction between personalised garments in order to use the app: “It is nice to visitors was improved, as they worked together to capture have a garment that you like to wear, and that works with the logo. They also interact with each other in order to the app.” make a fun picture. The study conducted by two individuals at the festivals also made clear that Festive improves the Overall do both participants believe in the concept of interaction between people at festivals. So yes, Festive, but they do not think that it has an added value to festival/event visitors feel more likely to engage with one the festival or event experience. Opinions are divided when another due to the use of Festive. However, some it comes to the personalised clothing. One participant thinks participants argue if the social interaction will be enhanced it has an added value, while the other does not believe that. by the use of a mobile phone to improve social interaction. Note to that is that he does not have a lot of affinity with fashion and does not think he has the right eye to ‘design’ How can personalised garments add extra value to event his own clothing. experiences? This was mainly asked during the third study, where the On the booth versus app topic are both participants opinions were split 50/50. One participant who has affinity unanimously: an app brings more options and freedom. with fashion believes in an added value of special Also does an app capture a memory right at the place where personalised garments to enhance the experience of the app it happens, while it happens. A booth has a certain threshold as well as the festival or event itself. While the other and does not hold any space for spontaneous pictures. participant with little to no affinity with fashion has the opposite opinion. Further research with more participants Social interaction is another topic where the participants do has to be done to draw a convincing conclusion, but for not share the same opinion. One is convinced that Festive now is the conclusion it is highly dependent of the target has a positive effect on the social interaction. The other group whether personalised garments have an added value participant worries that Festive does not reach it goal in at all. improving social interaction: “Since Festive is an application, people will be on their phones, which might All in all, festival and events definitely have room for an reduce social interaction (if the phone is used for other added experience as well as enhanced memory system as things then Festive).” Festive. Though, it is highly dependent on the target group:

age and affinity with fashion play a big role. People aged can offer great new design possibilities. Festive, with its between 18 and 30 are more willing to try this new concept insights and explorations in both societal context as well as and see an added value in using it at festivals and events. material context, can offer help to other designers in the People who do not like to or think they can design their process of applying filters and digital designs on garments own clothes have a bigger threshold in actually using the service as it is envisioned. through green, pink and blue screen effects. Festive, including its Chroma Key technology and personalised garments, enhances the social interaction REFERENCES between event and festival visitors who are in the right 1. TelecomNieuwsNet. Mobiel-App Gebruik is target group. Wereldwijd Flink Toegenomen. (January 8, 2016). Retrieved June 14, 2017 from FUTURE WORK https://telecomnieuwsnet.wordpress.com/2016/01/ Festive is not a new community, it is a design that includes 08/mobiel-app-gebruik-is-wereldwijd-flink- everyone. However, to get the application and perfectly toegenomen/ working garments that are personalised and unique, people 2. Jill Suttie. How Smartphones Are Killing have to be subscribed to Festive. Conversation. (December 7, 2015). Retrieved June For future design of personalised fabric and the 14 , 2017 from development of embroidery to upvalue garments, more http://greatergood.berkeley.edu/article/item/how_s colors and patterns have to be investigated. There are many martphones_are_killing_conversation more design opportunities still undiscovered. For example, 3. iDevMobile Tec. (2016). Chroma Key Studio Pro - in one embroidered garment more tones of the same color Green, Blue & Pink Screen (Version 3.4) [Mobile can be used to transform into one digital design. This offers application software]. Retrieved from great opportunities in new designs that have more bold https://itunes.apple.com/nl/app/chroma-key-studio- patterns and become a calmer whole when the digital pro-green-blue-pink-screen/id952792265?mt=8 design displays through the application. 4. FeelGood Market Eindhoven. 2017. Retrieved June 15, 2017 from http://feelgoodmarket.nl/ Next to that, the more colors we can offer each season, the 5. Intents Festival. 2017. Retrieved June 15, 2017 more personalised and unique peoples garments will be. It from https://www.intentsfestival.nl/ offers for more pattern explorations and color 6. Mackey, A., Wakkary, R., Wensveen, S., Tomico, combinations. However, Festive should take into account O., & Hengeveld, B. (2017). Day-•to-•Day that too much choices for the user can cause problems as Speculation: Designing and Wearing Dynamic well. Considering the look and feel of the garments, Fabric. Presented at the Research Through Design 2017 (RTD 2017), Edinburgh. Retrieved April 25, layering pieces of embroidery can be discovered to raise the 2017 from https://figshare.com/articles/Day-_to- value to an even more professional and luxurious level. _Day_Speculation_Designing_and_Wearing_Dyn Ideally, in further developments of the material amic_Fabric/4747018 explorations, a set of design rules should frame future used 7. Festive. (2017) Retrieved June 15, 2017 from colors. https://www.facebook.com/FestiveYourMemories

Furthermore, to create more brand-awareness for Festive, the brand should be advertised through social media and ACKNOWLEDGEMENTS A big appreciation and thanks to the Feel Good Market, and influencers on social media. Social media and those contact persons Priya van Breugel and Advait Bryers, for influencers have the power to reach out to Festives target providing this research with a free place at the market to group and trigger those future users to buy their own conduct user study 2. personalised garment. Next to this, Festive will also reach Special thanks to Angella Mackey, Ron Wakkary, Stephan out to festivals and events to cooperate and advertise Wensveen, Oscar Tomico and Bart Hengeveld for through as well as with these brands and companies. providing such interesting insights in their research paper: Day-to-Day Speculation: Designing and Wearing Dynamic

Fabric. Finally, Festive’s effects offer more design opportunities next to the social interaction on festivals and events as well. Art, fashion and theater are examples in which this Chroma Key technology in combination with fabrics and garments

APPENDICES APPENDIX I: REFLECTIONS

Reflection Sira van Alebeek The squad Ultra-personalised textile services really suits me and my vision. I enjoy working on personalisation of garments, fashion technology and smart wearables. COLLABORATION The collaboration within this project was very good. The atmosphere was comfortable, everyone was free to talk. Conversations and discussions would always result in new interesting insights. We could build upon the skills from others and grow both individually and as a group. E.g. my knowledge of the machines in the lab could improve others’ skills on machinery and their program skills could improve my digital skills. These different skills all resulted in an innovative environment where everyone learned and kept exploring. CONTRIBUTION Deliverables For the demo day I developed professional garments in order to create understanding within the project and the concept. I made two tops, a skirt and a long trousers. (see attachment) Furthermore I worked on the posters for the demo day.

Design process & role in the team With my enthusiasm for this squad I could help making decisions and I explored a lot with the Chroma Key application we downloaded. Furthermore I have been busy doing a lot of material explorations and bringing understanding in de group about material behavior, sewing and especially embroidery

. DESIGN RESEARCH PROCESSES We started off with an exploratory field study. After the results were achieved, new user studies could be formed specified to the outcomes. This approach taught me that it is better to start with an exploratory study to avoid any limitations at the start, and then build upon all the feedback and findings you acquire. I definitely see great value in doing different iterations that get more specific along the way. I am going to use this approach in future projects and my FBP. EXPERTISE AREAS User & Society Although I did not set a goal here, I developed myself in this competency a lot. Throughout the research project I retrieved knowledge about conducting interviews and user studies. I found that qualitative information offers for better argued, but personal, results. Quantitative information offers more clarity in results and conclusions. In future projects I can decide which approach I choose depending on the required outcomes. Technology & Realization Beforehand I have set a goal to develop a 3D model online and have this 3D printed. At the start of this project we made explorations with the 3D printer. However, due to focus on the research and changes in the concept, I did not reach my goal. But I did achieved valuable basic knowledge about 3D printing.

Business & Entrepreneurship In this competency I planned to make a business plan. Unfortunately, due to the focus on the research, I have not achieved this goal. In my B3.1 I will take a business elective to gain more knowledge in this field and achieve my goal in my FBP. PROFESSIONAL SKILLS I have decided to not focus on my professional skills for this semester. However, teamwork & communication has developed (see ‘collaboration’).

Reflection Carlos Gonzalez Moreno

This project was a lot different compared to the previous one. To go into the structure of the project, it provided more freedom and room for exploration than I have previously experienced during projects or courses. The project also tapped into a new topic for me, as I have never been busy with textile services. The reason I chose this project, was the high possibility for personalization, as this can be coupled to my vision and my most valued competencies. This topic was explored in our project and I enjoyed how it was a central theme throughout the whole project. I have learned a lot this semester. I was able to find focal points to explore my most valued competencies. The project offered a lot of room for exploration, user studies and personalisation. This fit really well within my goal to focus on my User & Society competency, as this requires to train user testing methods and gain experience within this. I was present at all studies where we had direct contact with participants. I liked to interact with the participants that came along and I enjoyed the iterative approach to the user studies. This reflects back to research through design, which is a very handy tool to explore multiple possibilities and come in contact with the users and clients. For future projects, I will tackle projects in a more hands-on way as experienced during this project. I believe this allows for a better communication with the user and it creates more detail in the final result. Another competency that received a noticeable boost, is my Technology & Realization competency. At first I would be slightly afraid to use the textile machines to create garments, 3D-printing-textile hybrids and embroidered samples. Now, after this project, I have gained the required confidence and knowledge to create simple textile garment, 3D-print on textiles and embroider a pattern correctly. This extra skill can come in handy when making prototypes for future projects, as I would know how to create these textile-based prototypes. Looking back at the whole project, these competency improvements are seen in the work I did in the group. We were all equally busy with the project, but we did have certain specializations. But I was more of an all-round handyman, as I helped wherever I could. I did focus more on the user tests, preparing them, exploring the DECIDE-framework to make a better fit user test and interacting with participants during the first two user studies. In conclusion, this project helped to broaden my horizon by giving me a new perspective on how to tackle a project and taking the time to explore and create samples to refine the project. I have learned a new way to tackle design research processes through exploration and iteration of user studies. This will certainly come handy, in keeping my B3.2 options open for research or project. Overall a very insightful twist to what I have done before.

Reflection Milou Weerts

EXPERTISE AREAS Stepping into an unknown area at the beginning of this semester, I had some difficulties adjusting. In my previous projects I solely worked with solid and hard materials, while this squad focusses on soft and personal materials. The world of fashion and fabrics was totally new for me and I wanted to explore it.

Technology & Realization and Creativity & Aesthetics I set specific goals: use the embroidery machine, laser cutter and 3D printer and create a garment with one or multiple of the machines incorporated in the design. I tried laser cutting several fabrics, but that didn’t turned out to be how I envisioned: the fabric looked torn and uninviting. Same for 3D printing, it was really interesting to do but it did not add the wanted softness to garments. I found embroidering patterns on clothes the most aesthetically pleasing, as well as still comfortable and accessible for people to wear. At the end of the semester I combined the embroidering and sewing skills that I developed during and I designed and created a T-shirt (see Figure 1). Experts helped me in assembling the t-shirt, which is why I find that I didn’t reach my goal 100%. However, making garments is something I underestimated and I need to take my skillset to a next level before I will be able to create a piece of clothing entirely myself.

User & Society As this was a research project, the user testing was extremely important. I value the User & Society competence highly and I liked doing the diverse studies. To work with participants from all ages at different locations definitely helped me developing more skills in how to interact with them and how to get the most out of a user study.

Figure 1: T-shirt I created and assembled.

PROFESSIONAL SKILLS Collaboration It was interesting to work with different kind of experts within the squad. It gave me a new perspective on what Industrial Design can be translated into and I developed an interest in personalised products. The collaboration with the experts went smoothly, as I was eager to learn new insights in fashion, 3D printing and how wearables are incorporated in the design world. Their knowledge broadened my perspective and inspired me to learn more about how wearables can be integrated in people’s everyday lives.

CONTRIBUTION The team functioned as a whole throughout the whole project. The division of tasks came mostly towards the end, where everyone used their strengths to enhance the project. I have quite a lot of experience in making visuals as movies, posters, booklets and photography, which is what I did throughout the whole project (see Figure 2). I am further responsible for the digital designs that were used in the Festive app, pattern generator and making the T-shirt.

Figure 2: Top left: Get started poster; Top right: pattern generator; Bottom left: context picture; Bottom right: logo.

DESIGN PROCESS The parallel approach of doing research is something that I enjoyed doing. During user studies, you can keep evolving (future) prototypes and gain new insights in how textiles can uplift your product, as well as immediately test it and discuss it with your participants. This approach is something I will definitely will be doing in future projects.

APPENDIX II: USER STUDY 1 Survey

Data visualisations

Booth photo’s

APPENDIX III: USER STUDY 2 Facebook page

Booth photo’s

APPENDIX IV: USER STUDY 3 Interviews Participant 1 1. Did you enjoy using our product/application? Yes! I liked playing with the app and discovering which objects changed and which didn’t.

2. What made you make the picture? Situation/colours/interaction/us etc. I was interested in how colours can change into patterns and how it looked on everyday objects.

3. Did you or would you wear bright colors to festivals? I didn’t wear a bright coloured t-shirt to the festival, because it was 36 degrees, but I would wear them. Although I wouldn’t wear bright coloured clothes just so I can use the app. I enjoyed looking at my surroundings with the app and discover what changes. I for example made pictures of the sky, the floor and other people. However, I don’t think that I want to be in pictures taken with the app, because it makes me feel like a promoter or a walking advertisement.

4. What do you think about sharing those kind of pictures on social media? Yes! I think it would be cool to share pictures when the product is more well known.

5. Do you feel like your experience has been improved through the use of this app? Not really actually. I was trying out the app quite often, but that didn’t add anything to my experience of the festival. The app was a nice extra, but I wouldn’t have missed it if I didn’t have it.

6. Do you feel like your interaction has been improved through the use of this app? Yes, I think it would! Not in my case, because I already talk to everyone whether I know them or not. But I think other people would benefit from it in social interaction, as it would be an icebreaker.

7. Would you be interested in a personalized garment? No, I don’t have a lot of affinity with designing clothing and creating patterns.

8. Do you think others would be likely to purchase their own garment? Yes, I think that it has potential.

9. Do you think personalized embroidery would add value to your garment? Hmm, I don’t know.

10. Do you think social interaction could be improved on events through Festive? See number 6.

11. Do you think a photobooth would work better than using an application? (consider positive aspects like professional (polaroid) pictures, and negative aspects, like buying your own garment and only being able to use this at festivals/events and their booths.) Having your own app makes it more fun to play with and to discover new functions. You think of all new crazy ideas that you immediately want to try. However, having a photobooth makes it more of an experience and special moment. But I still prefer the app, because a photobooth has a certain threshold. People may be less interested in using your product when they have to put in more effort (with the photobooth)

12. What is your general opinion about.. a. FESTIVE WITH THEIR GARMENTS & APP Good idea! It’s still in its starting phase, but the app was fine. b. FESTIVE WITH THEIR GARMENTS & BOOTH Booth without the app is a good idea, because it makes the whole experience more exclusive and makes the app worthless. c. FESTIVE WITH ONLY A BOOTH AND ATTRIBUTES. Can be fun, but the threshold is higher. The fun part is that people or things already have the right clothes and colors.

EXTRA

● It is a bit harder if only one person in a group of friends has the app, because the rest has to ‘rely’ on him/her.

Participant photos

Participant 2 1. Did you enjoy using our product/application? Yes I did, the application was easy to use, but unfortunately it didn’t work well because it was very dark inside at the concert. There was too little light for the camera to recognize the colors well. 2. What made you make the picture? Situation/colors/interaction/us etc. It was both for interaction with the people around me as for you, since you asked me to try the app at the concert. 3. Did you or would you wear bright colors to festivals? I didn’t wear very bright colors to the concert, but the app worked fine with the blue jeans that I wore (when I tested the app outside before the concert). I would certainly wear bright colors to festivals. 4. What do you think about sharing those kind of pictures on social media? I think that that’s good. That way you can share your experience with other people, with the added effect of ‘wearing’ a logo representing that experience. It might also inspire other people to get the app, so it’s good advertisement for you, as well J 5. Do you feel like your experience has been improved through the use of this app? In my case I don’t think that my experience has been improved, since the app didn’t work well. 6. Do you feel like your interaction has been improved through the use of this app? Yes, even though the app didn’t work well I got to interact with the people around me to take a picture of us at the concert. 7. Would you be interested in a personalized garment? Yes, I would. It is nice to have a garment that you like to wear, and that works with the app (not everyone might want to wear a plain, very bright green, blue or pink garment normally). 8. Do you think others would be likely to purchase their own garment? Yes, I think so. It is nice to have a personalized garment that no one else has, and at the same time it is a memory to the experiences on which you wore the garment. However, for people who wear very bright colors in daily life, it might be less interesting to buy such a garment. 9. Do you think personalized embroidery would add value to your garment? I think it wouldn’t necessarily add emotional value, but embroidery does look nice on garments, so it could improve the look of the garment. That might make people more willing to buy a garment and use the app. 10. Do you think social interaction could be improved on events through Festive? If people wear the right garments and the app works well, I think social interaction would be improved through taking pictures with others with Festive. But: since Festive is an application, people will be on their phones, which might reduce social interaction (if the phone is used for other things then Festive). 11. Do you think a photobooth would work better than using an application? (consider positive aspects like professional (polaroid) pictures, and negative aspects, like buying your own garment and only being able to use this at festivals/events and their booths.) I think it would not work better, since people would have to go to these photobooths to get a picture instead of taking one themselves during a performance/act. People would forget to do that or maybe not feel like going there when they are at a festival or event. I also think the pictures taken in a photobooth wouldn’t represent the experience as well as pictures taken in the middle of an experience: this really captures the atmosphere with all the people around you. 12. What is your general opinion about: a. FESTIVE WITH THEIR GARMENTS & APP I think this could really work well on festivals/events, I like this combination a lot. b. FESTIVE WITH THEIR GARMENTS & BOOTH Nice idea, but I think this would not work as well as the app.

c. FESTIVE WITH ONLY A BOOTH AND ATTRIBUTES This already exists, it is not something new at all. The idea of projecting something on your garments is what makes Festive so nice, I think. It is very contemporary, since everyone has a phone and takes pictures everywhere, but just a booth with attributes is nothing special.

Participant photos:

APPENDIX V: CONSENT FORMS Consent form

APPENDIX VI: DEMONSTRATORS Branding

Garments

Explorations

Mock-up website

Movie