OUGD601 - Project Statement

OUGD601 Project Statement

As the essay explored themes of masculinity, gender roles, symbolism and fitness, it was possible to find answers to some of the questions that were proposed prior to the investigation. The aim was to find out whether masculinity has a link to the fitness industry and whether the symbolic meaning of masculinity has changed as a result. After exploring different areas of research, it was found that the attitudes and meanings of masculinity were vastly different in the past in comparison to the present day. Before the 1970s, masculinity and gender studies were not considered valuable topics of discussion, whereas today it has become a widely debated topic. This means that the way in which people identify themselves has also become more accepted and respected in society, as a result.

As society adapts to these changes to attitudes, it became apparent that there were long-term effects of the traditional gender roles. Men were likely to experience struggles of conformity in modern society, as they perceived traditional values of hegemonic masculinity to be the most desirable. However, these changes also allow men today to be more open about their struggles and seek help for mental health issues. Therefore, it was proved that the shifting attitudes and signifiers of masculinity are becoming a more positive solution for today’s society.

In an attempt to replicate these changing attitudes, the practical response to the essay would explore packaging design with identity in mind. By first researching the gender specific design styles and approaches, it was possible to understand how certain identities are targeted by brands. The brands that were explored in particular were related to fitness in some way, as it was found in the essay that there was a divide in the genders that pursued fitness and sports. One particular example of this was the lack of homosexual men in public team sports. Therefore the approach to the practical was to be more inclusive of all genders and less gender specific, in an attempt to make fitness a more appealing activity while reaching different audiences.

In terms of the design of the practical, the idea of fluidity or neutrality was an important factor to communicate. This would allow the outcome to appeal to more than one target audience and avoid gender specific styles. As a result of this, the practical investigation looked into the interpretations of layout, colour application and appropriation of materials and processes. The final result of the practical response was a set of designs that showed a consistent identity throughout and communicated a neutral approach to packaging.

Overall, the module provided the opportunity to test different theories of design and understand how issues around gender could be resolved using appropriate means of communication. As a result of the module, several new transferable skills have been learnt, which will definitely prove beneficial for future practice as well as portfolios.