LiU-ITN-TEK-G--16/055--SE
Det här är inte en porslinssvan
-Ett grafiskt kampanjkoncept
för second hand-butiker med
välgörenhetssyfte
Veronica S Eksmo
Karin Götestrand
LiU-ITN-TEK-G--16/055--SE
Det här är inte en porslinssvan
-Ett grafiskt kampanjkoncept
för second hand-butiker med
välgörenhetssyfte
Examensarbete utfört i Grafisk design och kommunikation
vid Tekniska högskolan vid
Linköpings universitet
Veronica S Eksmo
Karin Götestrand
Handledare Jonas Löwgren
Examinator Niklas Rönnberg
Upphovsrätt
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Sammanfattning
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Abstract
CcXgZVh^c¥ ldgaYl^YZ Xdchjbei^dc ]Vh aZY id V XdchZfjZci ^cXgZVhZ ^c lVhiZ* IcZ higViZ¥n id XdjciZgVXi ^ih ^beVXi dc i]Z Zck^gdcbZci ^h i]gdj¥] i]Z gZhZaa^c¥ d[ jhZY ¥ddYh Vi i]g^[i hidgZh* GVcn hZXdcY ]VcY gZiV^aZgh ]VkZ WZZc ZhiVWa^h]ZY Vh X]Vg^in dg¥Vc^oVi^dch* AddY bVg`Zi^c¥ VcY V higdc¥ WgVcY( [dg l]^X] i]Z hidgZ eaVnh Vc ^bedgiVci gdaZ( VgZ XgjX^Va [dg ZcXdjgV¥^c¥ ejgX]VhZh* @dg i]^h gZVhdc( i]Z egZhZci hijYn ZmeadgZh ]dl V ¥gVe]^X XVbeV^¥c bViZg^Va [dg jhZ ^c V X]Vg^i) VWaZ i]g^[i hidgZ XVc WZ YZh^¥cZY id ^cXgZVhZ i]Z l^aa^c¥cZhh id eVn*
LZhZVgX] i]gdj¥] YZh^¥c ]Vh WZZc Veea^ZY id VchlZg i]Z hX^Zci^ X fjZhi^dc* N]Z YZh^¥cldg` ^h WVhZY dc egZk^djh gZhZVgX] VcY V egZ)hijYn( [gdb l]^X] ild XdcXZeih XVaaZY Oväntad kombo VcY
På köpet ]VkZ WZZc YZkZadeZY* <di] XdcXZeih XdckZn i]Z djiXdbZ d[ i]Z bdcZn [gdb ejgX]VhZh(
Wji ]VkZ Y^[[ZgZci VeegdVX]Zh* N]Z XdcXZeih ]VkZ WZZc ZkVajViZY i]gdj¥] fjVa^iVi^kZ ^ciZgk^Zlh( l]^X] YZbdchigViZY i]Vi i]Z XdcXZei d[ Js `veZi lVh d[iZc b^h^ciZgegZiZY( l]^aZ IkrciVY `dbWd lVh eZgXZ^kZY Vh Zmea^X^i VcY gV^hZY edh^i^kZ Zbdi^dch* @jgi]ZgbdgZ( V fjVci^iVi^kZ Xdb) eVg^hdc lVh YdcZ VcY h]dlZY i]Vi IkrciVY `dbWd gZhjaih ^c V bZVhjgVWaZ ^cXgZVhZY l^aa^c¥cZhh id eVn( hjeedgi^c¥ i]Z gZXdbbZcYVi^dc i]Vi i]^h XdcXZei h]djaY WZ jhZY ^c hidgZh*
Innehållsförteckning
1. Inledning ... 1
1.1 Forskningsfråga... 1
2. Teoretisk referensram ... 2
2.1 Butiken som marknadsföringsinstrument ... 2
2.2 Second hand- och välgörenhetskunden ... 2
2.3 Varumärket för välgörenhetsorganisationer ... 2
2.4 Corporate storytelling ... 3
2.5 Marknadsföring genom storytelling ... 3
2.6 Bild och text i reklam ... 4
2.7 Designprinciper inom visuell kommunikation ... 5
3. Metod ... 6
3.1 Ansats ... 6 3.2 Förstudie ... 7 3.3 Designalternativ ... 7 3.4 Värdering ... 9 3.5 Forskningsetiska principer ... 94. Förstudie ... 10
4.1 Intervjuer med marknadschef och verksamhetsledare ... 10
4.2 Intervju med besökare och kunder ... 12
4.3 Enkätundersökning ... 13
4.4 Insikter ... 13
5. Designalternativ ... 15
5.1 Explorativ fas ... 15
5.2 Determinativ fas ... 16
5.3 Utformning av valda designalternativ ... 21
5.4 Färdiga koncept ... 23
6. Värdering ... 26
6.1 Kvalitativa intervjuer ... 26
6.2 Resultat – Oväntad kombo ... 28
6.4 Jämförelse ... 36 6.5 Insikter ... 38 6.6 Kvantitativ enkät ... 39
7. Slutsatser ... 42
7.1 Specifika slutsatser ... 42 7.2 Generella slutsatser ... 438. Diskussion ... 44
8.1 Resultatdiskussion ... 44 8.2 Metoddiskussion ... 458.3 Förslag på fortsatta studier ... 46
Referenser ... 48
Bilagor
Bilaga 1. Intervjuguider – Marknadschef och verksamhetsledare Bilaga 2. Intervjuguide – Kundintervjuer Bilaga 3. Intervjuguide värdering Bilaga 4. Enkät om kampanjmaterial för second handFigurförteckning
Figur 1. Teckensnitt och färger Stadsmissionernas grafiska profil ... 15Figur 2. Mindmap ... 15
Figur 4. Värderingsmatris Pugh-chart ... 16
Figur 3. Brainstorming med post-its ... 16
Figur 5. Skisser koncept Oväntad kombo ... 17
Figur 6. Skisser koncept För verkliga människor ... 18
Figur 7. Skisser koncept Värdefull ... 18
Figur 8. Skisser koncept På köpet ... 19
Figur 9. Skisser koncept Hipster & hjälte ... 20
Figur 10. Digitala skisser Oväntad kombo ... 21
Figur 11. Digitala skisser På köpet ... 21
Figur 12. Fotografering ... 22
Figur 13. Copy Oväntad kombo ... 23
Figur 14. Copy På köpet ... 23
Figur 15. Posterserie Oväntad kombo ... 24
Figur 16. Pil och etikett Oväntad kombo... 24
Figur 17. Posterserie På köpet ... 25
Figur 19. Utdrag ur Oväntad kombo för värdering ... 27
Figur 20. Utdrag ur På köpet för värdering... 28
Figur 21. Affinitetsdiagram Oväntad kombo ... 29
Figur 22. Affinitetsdiagram På köpet ... 33
Figur 23. Köns- och åldersfördelning online-enkät ... 40
Figur 24. Resultat online-enkät ... 40
Figur 25. Konceptet Oväntad komdo ... 42
Tabellförteckning
Tabell 1. Intervjuade kunder ... 12Tabell 2. Könsfördelning enkätundersökning ... 13
Tabell 3. Åldersfördelning enkätundersökning ... 13
1. Inledning
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1.1 Forskningsfråga
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2. Teoretisk referensram
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2.1 Butiken som marknadsföringsinstrument
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2.2 Second hand- och välgörenhetskunden
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2.3 Varumärket för välgörenhetsorganisationer
>Zi cch k^hhV ineZg Vk kVgjbrg`ZhZ¥Zch`VeZg hdb YZaVh Vk VaaV ^X`Z k^chiYg^kVcYZ dg¥Vc^hV) i^dcZg %MVg¥ZVci( @dgY dX] BjYhdc .,,4&* >ZhhV rg WaVcY VccVi Z¥Zch`VeZg hshdb ¥dY]Zi dX] ]_raehVb]Zi hVbi Vii bVc VgWZiVg [vg jikZX`a^c¥ dX] h`nYY* ;cYgV Z¥Zch`VeZg( hshdb `rchad) brhh^¥i Zc¥V¥ZbVc¥( idcVa^iZi dX] igVY^i^dc( `Vc i_rcV hdb Y^[[ZgZci^ZgVcYZ dX] VckrcYVh [vg Vii h`VeV Zii hiVg`VgZ kVgjbrg`Z hskra hdb hiVg`VgZ gZaVi^dcZg bZY YZhh ^cigZhhZciZg* Js hs hrii `Vc Zc kra¥vgZc]Zihdg¥Vc^hVi^dch kVgjbrg`ZheZghdca^¥]Zi Y^[[ZgZci^ZgV YZc [gsc VcYgV dg¥Vc^hVi^dcZg k^a`Zi ^ h^c ijg `Vc ^c\jZgV ¥^kVcYZ* %MVg¥ZVci( @dgY $ BjYhdc .,,4& pkZc MiZWW^ch dX] BVgi) bVch %.,-/& hijY^Zg k^hVg Vii YZi cch Zc Y^gZ`i gZaVi^dc bZaaVc ¥^kVgZh jee[Viic^c¥ Vk Zc kra¥v) gZc]Zihdg¥Vc^hVi^dch eZghdca^¥V kVgjbrg`Z dX] YZgVh ¥^kVcYZ i^aa dg¥Vc^hVi^dcZc*
2.4 Corporate storytelling
MidgniZaa^c¥ ]Vg Wa^k^i Zii k^`i^¥i `dbbjc^`Vi^dchbZYZa [vg [vgZiV¥ dX] dg¥Vc^hVi^dcZg [vg Vii cs ji bZY h^cV WjYh`Ve %<Zg¥higvb .,,5( >Zcc^hYdiiZg $ ;mZcWgVci .,,4( QddYh^YZ( MddY $ G^aaZg .,,4&* ?ca^¥i QddYh^YZ Zi* Va %.,,4& rg WZgriiZahZg Zc ZhhZci^Zaa YZa ^ ]jg brcc^h`Vc bdiiVg dX] WZ]saaZg ^c[dgbVi^dc* <ZgriiZahZg ¥ZcZgZgVg ^¥Zc`rcc^c¥ dX] [vghisZahZ k^a`Zi `Vc eskZg`V bdiiV¥VgZch `dbbVcYZ WZiZZcYZ dX] rg Yrg[vg Zii Z[[Z`i^ki hrii Vii jeebjcigV brcc^h`dg dX] [vg\niiV YZb [gsc eVhh^k^iZi i^aa ]VcYa^c¥* %QddYh^YZ Zi* Va .,,4&
>Zcc^hYdiiZg $ ;mZcWgVci %.,,4& VckrcYZg h^¥ Vk WZ¥gZeeZi XdgedgViZ hidgniZaa^c¥ hdb ^ccZWrg Vii Zii [vgZiV¥h WZgriiZahZg `Vc VckrcYVh [vg Vii [vgbZYaV [vgZiV¥Zih WjYh`Ve( ^ciZgci dX]+ZaaZg ZmiZgci* <ZgriiZahZg `Vc kVgV bZg ZaaZg b^cYgZ XZcigVaV ^ Zii [vgZiV¥ dX] `Vc ^ ZmiZgcV hVbbVc) ]Vc¥ VckrcYVh [vg Vii [vginYa^¥V dX] hirg`V [vgZiV¥Zih kVgjbrg`Z ¥Zcdb bVg`cVYh[vg^c¥ dX] YZi rg cs¥di hdb ¥sg Vii VckrcYV ^ VaaV WgVchX]Zg* P^Y ZmiZgc VckrcYc^c¥ `Vc WZgriiZahZc ¥Z bZgkrgYZ i^aa `jcYZc ¥Zcdb Vii ZmZbeZak^h iVaV i^aa YZccZh `rchadg dX] YZi rg Ys gZaZkVci Vii VckrcYV h^¥ Vk Zc hVcc WZgriiZahZ* P^Y VckrcYc^c¥ Vk hidgniZaa^c¥ rg YZi k^`i^¥i Vii WZgriiZahZc ^ciZ `gdX`Vg bZY i^Y^¥VgZ jee[Viic^c¥Vg hdb `jcYZc ]Vg db kVgjbrg`Zi dX] Vii YZc rg [vgVc`gVY ^ [vgZiV¥Zi* MidgniZaa^c¥ `Vc W^YgV i^aa Y^[[ZgZci^Zg^c¥ dX] ¥ZcZgZgV v`VY jeebrg`hVb]Zi hVbi `jcYcv_Y]Zi* %>Zcc^hYdiiZg $ ;mZcWgVci .,,4&
=dgedgViZ hidgniZaa^c¥ ¥gjcYVg h^¥ ^ [vgZiV¥Zih `rgckrgYZc dX] Zm^hiZgVcYZ WZgriiZahZg Wvg VceVh) hVh i^aa `dbbjc^`Vi^dcZc [vg Vii `jccV VckrcYVh es da^`V eaVii[dgbVg* >Zi rg k^`i^¥i Vii ]^iiV `rgcVc ^ WZgriiZahZc dX] Vii bdiiV¥VgZc h_rak [sg W^YgV ¥Zcdb Z¥Zc [vgZhiraac^c¥* <ZgriiZahZc Wvg kVgV `dc`gZi dX] `dbbjc^XZgV inYa^¥V bdi^k [vg Vii bdiiV¥VgZc h`V [vghis dX] VchZ Vii WZgriiZa) hZc rg gZaZkVci* %>Zcc^hYdiiZg $ ;mZcWgVci .,,4&
2.5 Marknadsföring genom storytelling
CYuWjgZc `dbbjc^`Vi^dc( k^a`Zc kra¥vgZc]Zihdg¥Vc^hVi^dcZg d[iV VckrcYZg h^¥ Vk( higrkVg Z[iZg Vii rcYgV ZaaZg h`VeV cnV WZiZZcYZc( hshdb Vii h`rc`V i^aa kra¥vgZc]Zi* ;ii h`VeV cnV WZiZZcYZc rg d[iV hksgi Ys YZi `Vc ccVh hskra ehn`dad¥^h`V( [nh^h`V( ^YZdad¥^h`V( hdX^VaV dX] `rchadbrhh^¥V ]^cYZg hdb WZ]vkZg vkZgWgn¥¥Vh [vg Vii [s cs¥dc Vii V¥ZgV [vg ZaaZg hivY_V YZi hdb `dbbjc^) `Vi^dcZc [vgbZYaVg* %Iahhdc .,--& ?ii Z[[Z`i^ki hrii Vii ViigV]ZgV YdcVi^dcZg [vg _jhi kra¥vgVcYZ rcYVbsa ]Vg k^hVi h^¥ kVgV hidgniZaa^c¥ %GZgX]Vci( @dgY $ MVg¥ZVci .,-,&* GZY ]_rae Vk hidgniZa) a^c¥ `Vc `rchadg hdb ZbeVi^ krX`Vh ]dh bdiiV¥VgZc dX] crg brcc^h`dg `rccZg ZbeVi^ rg YZi hivggZ X]Vch Vii YZ dh_rak^h`i ]_raeZg VcYgV* ?c WZgriiZahZ ^ccZ]saaVcYZ cs¥dc [dgb Vk egdWaZb `Vc h`VeV cZ¥Vi^kV `rchadg ]dh `dchjbZciZc k^a`V ^ h^c ijg `Vc krcYVh i^aa edh^i^kV ¥Zcdb Zc bv_a^¥]Zi Vii YdcZgV i^aa YZc ^YZci^ ZgVYZ dghV`Zc* %GZgX]Vci( @dgY $ MVg¥ZVci .,-,& Js hVbbV hrii bZcVg <ZccZii %.,-1& Vii bVg`cVYh)[vg^c¥ hdb h`VeVg YZccV [dgb Vk WaVcYVYZ `rchadg `Vc jcYZgariiV ¥^kVcYZ i^aa kra¥vgZc]Zi* >Zi rg YdX` cvYkrcY^¥i Vii es Zii higViZ¥^h`i kra_V k^a`V `rch) adg hdb vch`Vh krX`Vh* ?c edh^i^k WaVcYc^c¥ Vk `rchadg rg Z[[Z`i^kVgZ [vg Vii h`VeV Zc ¥ncchVb Vii^inY i^aa bVg`cVYh[vg^c¥Zc rc Zc cZ¥Vi^k hsYVc* >rg[vg `Vc dX] Wvg kra¥vgZc]Zihdg¥Vc^hVi^dcZg [dgbV h^c bVg`cVYh[vg^c¥ es hsYVci hrii Vii YZc [gVbWg^c¥Vg edh^i^kV( vch`krgYV `rchadg dX] jcYk^`Zg Vii [gVbWg^c¥V ^X`Z vch`krgYV `rchadg* %<ZccZii .,-1& @ZZYWVX` [gsc kra¥vgZc]Zihdg) ¥Vc^hVi^dcZc i^aa `dchjbZciZc ZaaZg YdcVidgc `Vc dX`hs ]V hidg WZinYZahZ [vg Vii `cniV hVbbVc WZgriiZahZc [vg `dchjbZciZc dX] v`V YZc edh^i^kV `rchaVc %GZgX]Vci( @dgY dX] MVg¥ZVci .,-,&*
?ca^¥i <Zg¥higvb %.,,5& cch YZi igZ da^`V WZgriiVgiZ`c^`Zg6 YZc YgVbVi^h`V( YZc ^X`Z)YgVbVi^h`V dX] YZc ^ciZgV`i^kV* >Zc YgVbVi^h`V WZgriiVgiZ`c^`Zc Wn¥¥Zg es Zc hiVg` ^YZci^ `Vi^dc [gsc ejW) a^`Zc( YZc rg ida`c^c¥hgZYjXZgVY dX] Wn¥¥Zg i^aa hidg YZa es `dc\^`iZc( Zc _rbk^`i hdb ]VbcVi ^ dWVaVch* >Zi YgVbVi^h`V WZgriiVcYZi [vgZ`dbbZg d[iV ^ k^hjZaa `dbbjc^`Vi^dc dX] ji¥sg [gsc Zc {YgVbVi^h` ig^Vc¥Za| WZhisZcYZ Vk [vg[va_VgZ( d[[Zg dX] ]_raiZ* QddYh^YZ Zi* Va %.,,4& bZcVg a^`hdb <Zg¥higvb %.,,5& Vii gdaaZgcV( ZmZbeZak^h egdiV¥dc^hi dX] VciV¥dc^hi( hdb [gZ`kZci WZh`g^kh ^ Zc cVggVi^dc rg Vk hidg WZinYZahZ [vg ]jg bdiiV¥VgZc jeeaZkZg dX] iVg WZgriiZahZc i^aa h^¥( dVkhZii kZb hdb rg VkhrcYVgZ* >Zc VcYgV WZgriiVgiZ`c^`Zc rg YZc ^X`Z)YgVbVi^h`V k^a`Zc rg veeZc( ida`c^c¥h¥ZcZgvh dX] Wn¥¥Zg es YZaV`i^¥]Zi [gsc ejWa^`Zc* C YZccV iZ`c^` Wa^g eZghdca^¥V gZ\Z`i^dcZg dX] krgYZg^c¥Vg Zc k^`i^¥ Wn¥¥hiZc* Majia^¥Zc WZh`g^kZg <Zg¥higvb %.,,5& YZi ^ciZg) V`i^kV WZgriiVcYZi k^a`Zi rg Zc WaVcYc^c¥ Vk YZ iks [vgZ¥sZcYZ dX] WZh`g^kh hdb WsYZ hajiZc dX] veeZc* >Zc bv_a^¥¥vg Zc Y_je ^ciZgV`i^dc dX] bZYV¥ZgVcYZ [gsc ejWa^`Zch h^YV* %<Zg¥higvb( .,,5&
2.6 Bild och text i reklam
LZ`aVb WZghisg d[iV Vk iZmi ^ `dbW^cVi^dc bZY Zc W^aY* <VaVchZc bZaaVc YZhhV rg k^`i^¥ z db hn[iZi rg Vii krX`V jeebrg`hVb]Zi rg YZi [vgYZaV`i^¥i bZY Zc hidg W^aY dX] db igdkrgY^¥]ZiZc rg k^`i^¥ `Vc YZi kVgV WriigZ Vii kra_V Zc b^cYgZ W^aY hdb ¥Zg iZmiZc hivggZ eaVih* <jYh`VeZi hdb [vgbZYaVh `Vc bZY [vgYZa kVgV egdWaZbVi^hZgVcYZ( an[iV [gVb WZ]dk ZaaZg k^hV es Zc avhc^c¥( k^a`Zi `VaaVh ^chigjbZciZaai WjYh`Ve* EdbW^cVi^dcZc bZaaVc iZmi dX] W^aY `Vc ji[dgbVh es da^`V hrii k^a`Zi aZYZg i^aa da^`V gZV`i^dcZg [gsc bdiiV¥VgZc* C Zii [vghv` Vii [sc¥V bdiiV¥VgZch jeebrg`) hVb]Zi VckrcYh d[iV [rg¥ dX] [dgb bZY ]v¥ `dcigVhi( bZc ^ k^hhV [Vaa `Vc Zii bdihVii jiignX` kVgV bZg Z[[Z`i^ki* %<Zg¥higvb .,,5& HZYVc WZh`g^kh bZg ^c¥sZcYZ da^`V hdgiZgh W^aYZg hdb `Vc VckrcYVh k^Y gZ`aVb hVbi iZmiZch WZinYZahZ ^ hVbheZaZi YZb ZbZaaVc*
2.6.1 Bilder i reklam
EdWaVcX` %.,,/& WZh`g^kZg W^aYZg hdb Zc ¥^kZc YZa ^ ¥gV h` [dgb¥^kc^c¥ dX] bZcVg Vii W^aY) hegs`Zih ^ccZWvgY bshiZ kVgV `rci Vk hrcYVgZc [vg Vii h`VeV dX] VckrcYV W^aYZg es Zii [gVb¥sc¥h) g^`i hrii* <^aYhegs`Zi ]Vg bvchiZg( cdgbZg dX] higj`ijgZg( egZX^h hdb YZi iVaVYZ dX] h`g^kcV hegs`Zih ¥gVbbVi^`* >Zi cch da^`V ineZg Vk W^aYZg Yrg gZ`aVbW^aY dX] YZWViiW^aY %rkZc `VaaVY ^YuW^aY& rg iks Vk YZb* EdWaVcX` %.,,/( h*-,-)-,/& bZcVg Vii {Zc gZ`aVbW^aY rg i^aa [vg Vii krX`V jeebrg`hVb]Zi( h`VeV ^cigZhhZ dX] [vg]deec^c¥hk^h aZYV i^aa ^c`ve ZaaZg cs¥dc VccVc ]VcYa^c¥ hdb VccdchvgZc VkhZii* >ZWVii) ZaaZg ^YuW^aYZc rg hs `dbedcZgVY Vii YZc }hiraaZg cs¥di es ]j) kjYZi~( W^aYavhc^c¥Zc( krgYZg^c¥VgcV dX] Vii^inYZgcV i^aa bdi^kZi Vkk^`Zg [gsc YZi kVca^¥V|* ?ca^¥i EdWaVcX` %.,,/& `Vc Zc W^aY WZhis Vk Zii [did¥gV ZaaZg Zc ^aajhigVi^dc* >Zc [did¥gV h`V gZ`aVb) W^aYZc rg k^`i^¥ Ys YZc h`VeVg Zc gZaVi^dc bZaaVc hrcYVgZ dX] bdiiV¥VgZ( ^ YZiiV [Vaa Zc hra_VgZ i^aa Zc ediZci^Zaa `jcY( dX] [vgbZYaVg krgYZg^c¥Vg* ?ii [did¥gV Yd`jbZciZgVg kZg`a^¥]ZiZc dX] ]Vg hivggZ bv_a^¥i Vii his [vg h^¥ h_rak( i^aa h`^aacVY [gsc Zc ^aajhigVi^dc kVgh hn[iZ rg Vii [vgZc`aV dX] W^cYV hVbbVc `dbbjc^`Vi^dcZc bZaaVc W^aY dX] iZmi hVbi VYYZgV cs¥di cnii dX] bshiZ Vaai^Y
ccVh i^aahVbbVch bZY Zc iZmi* %EdWaVcX` .,,/&
2.6.2 Text som verbal förankring
C `dbeaZmV W^aYVccdchZg Yrg VccdchZc ^ccZ]saaZg bZiV[dg^h`V W^aYZg WZ]vkh kZgWVa [vgVc`g^c¥* AZcdb Vii ¥Z Zc [vg`aVgVcYZ iZmi i^aa W^aYZc `Vc [vghisZahZ [vg bZiV[dgZc h`VeVh ]dh bdiiV¥VgZc
dX] WjYh`VeZi cs [gVb* MijY^Zg k^hVg Vii [vghisZahZc v`Vg ^ iV`i bZY Vii YZc kZgWVaV [vgVc`g^c¥Zc v`Vg dX] crg YZiiV h`Zg h`VeVh Zc edh^i^k ^chiraac^c¥ i^aa VccdchZc* LjWg^` dX] iZmi i^aa Zc W^aY `Vc ¥Z bdiiV¥VgZc Zc aZYigsY hdb ]_raeZg YZccZ Vii [vghis bZiV[dgZc k^a`Zi h`VeVg Zc edh^i^k gZV`) i^dc [gsc bdiiV¥VgZch h^YV* %J]^a^eh .,,,& pkZc <Zg¥higvb %.,,5& bZcVg Vii YZi rg WgV Vii asiV bdiiV¥VgZc YgV Z¥cV hajihVihZg Ys YZiiV h`VeVg YZaV`i^¥]Zi* J]^a^eh %.,,,& ]rkYVg YdX` Vii Zc Vaai [vg inYa^¥ kZgWVa [vgVc`g^c¥ `Vc b^ch`V cv_Zi [vg `dchjbZciZc Vii h_rak [s `dbbV es dX] [vghis VccdchZch bZc^c¥ k^a`Zi ¥Zg cZ¥Vi^k Z[[Z`i* >rg[vg Wvg YZc kZgWVaV [vgVc`g^c¥Zc jiignX`Vh bZY kVghVb]Zi* Mksg^¥]ZiZc a^¥¥Zg ^ Vii WZhirbbV kVY hdb rg cvYkrcY^¥i Vii Vkhav_V ^ iZmiZc( Ys [vg) Vc`g^c¥Zc bshiZ kVgV i^aagrX`a^¥ [vg Vii bdiiV¥VgZc h`V [vghis hVbi^Y^¥i hdb YZc ^ciZ Wvg Vkhav_V [vg bnX`Zi* %J]^a^eh .,,,&
2.7 Designprinciper inom visuell kommunikation
AgV h` YZh^¥c ^ccZ[ViiVg YZh^¥ceg^cX^eZg hdb `Vc VckrcYVh k^Y [gVbiV¥c^c¥ Vk k^hjZaa `dbbj) c^`Vi^dc %<Zg¥higvb .,,5& dX] Yrg[vg rg YZi gZaZkVci Vii WZanhV YZhhV eg^cX^eZg k^a`V [vgZa^¥¥VcYZ YZh^¥cVgWZiZ `dbbZg ¥gjcYVh es*
Kontraster rg Zc YZh^¥ceg^cX^e hdb VckrcYh [vg Vii h`VeV YncVb^` dX] rg VckrcYWVgV [vg Vii ¥Z
bdiiV¥VgZc Zc ^c¥sc¥ ^ Zii k^hjZaai hVbbVc]Vc¥* PVca^¥V `dcigVhi[dgbZg rg hidgaZ`h`dcigVhi( hing`Z`dcigVhi( [dgb`dcigVhi dX] [rg¥`dcigVhi* ?c VccVc YZh^¥ceg^cX^e rg balans k^a`Zi rg k^`i^¥i [vg Vii YZc k^hjZaaV `dbbjc^`Vi^dcZc h`V jeeaZkVh ]Vgbdc^h` dX] [vg Vii WZigV`iVgZc ^ciZ h`V [vgk^ggVh* <VaVch `Vc jeecsh ¥Zcdb Vii VgWZiV Vm^Vai dX] hnbbZig^h`i* Linjering ^ccZWrg Vii aVndjiZc ]Vg Zc higj`ijg Yrg ZmZbeZak^h gjWg^`Zg WZ ccZg h^¥ es hVbbV ]v_Y( bVg¥^cVaZg rg a^`V hidgV( W^aYZg ^c[d¥Vh Zca^¥i Zii k^hhi bvchiZg dX] iZmiZc [va_Zg ¥Zcdb¥sZcYZ hVbbV WVha^c_Z* >ZiiV W^YgVg dX`hs i^aa Vii h`VeV WVaVch dX] higj`ijg dX] `Vc ¥vgVh ¥Zcdb VckrcYc^c¥ Vk Zii ¥g^Y ZaaZg hivYgVhiZg hdb h`VeVg Zc bVaa Vii ji¥s [gsc* %<Zg¥higvb .,,5& Hierarkier gr`cVh ^ciZ hdb Zc YZh^¥ceg^cX^e bZc rg Zii k^`i^¥i kZg`in¥ [vg cVk^¥Vi^dc ^ k^hjZaa `dbbjc^`Vi^dc dX] `Vc jiignX`Vh WaVcY VccVi ¥Zcdb hidgaZ`( [rg¥ dX] `dcigVhi %Fjeidc $ J]^aa^eh .,,4&* Färg hdb VckrcYh es Zii hrii hdb [vgWriigVg [nh^h`V dX] `dbbjc^`Vi^kV [jc`i^dcZg Wgj`Vg `VaaVh [vg [jc`i^dcZaa [rg¥ %<Zg¥higvb .,,5&* @jc`i^dcZaa [rg¥ Wvg VckrcYVh [vg Vii ViigV]ZgV( h`VeV hirbc^c¥( ^c[dgbZgV( higj`ijgZgV dX] eZYV¥d¥^hZgV bZcVg hskra <Zg¥higvb %.,,5& hdb Fjeidc dX] J]^aa^eh %.,,4&*
3. Metod
C YZiiV `Ve^iZa egZhZciZgVh YZ bZidYZg hdb VkhZh VckrcYVh [vg Vii WZhkVgV [dgh`c^c¥h[gs¥Vc*
3.1 Ansats
@dgh`c^c¥ ¥Zcdb YZh^¥c VckrcYh crg hn[iZi rg Vii jigvcV ]jg cs¥di h`jaaZ `jccV kVgV( ^hiraaZi [vg Vii jikrgYZgV ]jg cs¥di rg ^YV¥ %Fvl¥gZc .,-1&* >s hijY^Zc VkhZg jcYZghv`V ]jg Zii ¥gV h`i `VbeVc_bViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` bZY kra¥vgZc]Zihhn[iZ `Vc kVgV ji[dg) bVi [vg Vii v`V WZiVac^c¥hk^a_Vc i^aarbeVh [dgh`c^c¥ ¥Zcdb YZh^¥c [vg Vii [gVbWg^c¥V cn `jch`Ve* >Zh^¥cZc `dbbZg Vii krgYZgVh bZY ]_rae Vk ^ciZgk_jZg dX] ida`Vh ^ Zc VcVanhegdXZhh( k^a`Zi `VgV`) irg^hZgVg Zc `kVa^iVi^k bZidY %=gZhlZaa .,-0&* ?c `kVa^iVi^k YViV^chVba^c¥h) dX] krgYZg^c¥hbZidY VckrcYh [vg Vii [s hkVg es [dgh`c^c¥h[gs¥Vc( bZc hn[iVg dX`hs i^aa Vii ¥Z Zc Y_jeVgZ [vghisZahZ [vg YZ hkVg hdb hVbaVh ^c* >Zc `kVa^iVi^kV bZidYZc `dbeaZiiZgVh bZY Zc `kVci^iVi^k jcYZghv`c^c¥ k^a`Zc hn[iVg i^aa Vii briV gZhjaiViZih Z[[Z`i*
3.1.1 Fallstudie Linköpings Stadsmission
@vg Vii jcYZghv`V ]jg ¥gV h`i `dbbjc^`Vi^dchbViZg^Va [vg VckrcYc^c¥ ^ Zc hZXdcY ]VcY)Wji^` bZY kra¥vgZc]Zihhn[iZ `Vc hZ ji [vg Vii v`V WZiVac^c¥hk^a_Vc ]Vg hijY^Zch [vg[ViiVgZ kVai Vii ¥vgV Zc [VaahijY^Z* ?c [VaahijY^Z rg Zc Y_je¥sZcYZ VcVanh es Zii Zch`^ai [Vaa dX] ¥vgh jcYZg Zc WZhirbY i^YheZg^dY %=gZhlZaa .,-0&* MZXdcY ]VcY)Wji^`Zg bZY kra¥vgZc]Zihhn[iZ ]Vg YZ hZcVhiZ sgZc Wa^k^i bZg bZYkZicV db h^ii kVgjbrg`Z dX] ZmZbeZa es YZiiV rg WsYZ ?g^`h]_raeZc dX] GngdgcV hdb [vgcnVi h^cV kVgjbrg`Zc dX] h`VeVi Zii bZg `dbbZgh^Zaai jiignX` %MiVWZg¥ .,-1( <da^c $ ?cZWd¥ .,-0&* @vg[ViiVgcV ]Vg kVai Vii ¥vgV [VaahijY^Zc es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)kZg`) hVb]Zi( Ys YZccV hV`cVg Zii ¥ZcdbVgWZiVi ¥gV h`i bViZg^Va [vg `dbbjc^`Vi^dc* MiVYhb^hh^dcZg
cch es h_j eaVihZg ^ MkZg^¥Z( kVgVk F^c`ve^c¥ rg Zc Vk YZhhV %L^`h[vgZc^c¥Zc MkZg^¥Zh MiVYhb^h) h^dcZg .,-2&* ?c {MiVYhb^hh^dc| YZ c^ZgVh Vk L^`h[vgZc^c¥Zc MkZg^¥Zh MiVYhb^hh^dcZg %.,-2& hdb Zii kVgjbrg`Z hdb h`V [vg`c^eeVh bZY Zc {ji]saa^¥( ]VcYa^c¥h`gV[i^¥ hdX^Va kZg`hVb]Zi|* F^c`ve^c¥h MiVYhb^hh^dc rg Zc ^YZZaa [vgZc^c¥ kVg hn[iZ rg Vii ji^[gsc Y^V`dcVa ¥gjcY egd[Zhh^d) cZaai ]_raeV brcc^h`dg ^ jihViiV a^khh^ijVi^dcZg %F^c`ve^c¥h MiVYhb^hh^dc .,-2V( .,-2W .,-2X&* Ig¥Vc^hVi^dc WZYg^kZg da^`V kZg`hVb]ZiZg hshdb gZhiVjgVc¥( XV[u( hZXdcY ]VcY( igZ WZ]VcYa^c¥h) ]Zb( kZg`hVb]Zi ^cdb \n`i^c¥]_rae hVbi hVbiVah) dX] hivYkZg`hVb]Zi %F^c`ve^c¥h MiVYhb^hh^dc .,-2Y&* N^aahVbbVch ]Vg YZ da^`V kZg`hVb]ZiZgcV ^YV¥ gjci /., VchiraaYV %[vgYZaVYZ es ]Zai^Y( i^aahk^YVgZ) dX] k^hhi^Y)( i^bVchiraaYV hVbi k^`Vg^Zg& dX] Ygn¥i .1, kdadcirgZg %F^c`ve^c¥h MiVYh) b^hh^dc .,-2V&* MiVYhb^hh^dcZc ^ F^c`ve^c¥ Yg^kZg iks hZXdcY ]VcYWji^`Zg( Zc ^ F^c`ve^c¥h X^in dX] Zc ^ `veXZciZgdbgsYZi NdgcWn* ;aai vkZgh`diiZi ¥sg i^aa YZc Z¥cV kZg`hVb]ZiZc %F^c`ve^c¥h MiVYhb^hh^dc .,-2Z&*
3.1.2 Studiens upplägg
?c ^caZYVcYZ [vghijY^Z `dbbZg ¥vgVh [vg Vii h`VeV Zc ¥gjcY [vg `dbbVcYZ YZh^¥cVgWZiZ* >rg) Z[iZg [va_Zg Zc YZh^¥c[Vh( k^a`Zc h`V ¥ZcZgZgV YZh^¥cVaiZgcVi^k hdb hZYVc krgYZgVh bZY ]_rae Vk `kVa^iVi^kV ^ciZgk_jZg* OivkZg YZiiV `dbbZg Zc `kVci^iVi^k jcYZghv`c^c¥ ¥Zcdb[vgVh [vg Vii ¥Z Zii briWVgi gZhjaiVi ^ Z[[Z`i [vg YZ [gVbiV¥cV `dcXZeiZc* Oi^[gsc krgYZg^c¥Zc `dbbZg hajihVihZg `jccV YgVh dX] Zii hkVg es [dgh`c^c¥h[gs¥Vc ¥Zh*
3.2 Förstudie
?c [vghijY^Z `dbbZg ¥Zcdb[vgVh bZY hn[iZ Vii ¥Z [vg[ViiVgcV Zc vkZgWa^X` vkZg gZaZkVciV VheZ`) iZg Vii krkV ^c ^ egdXZhhZc k^Y [gVbiV¥c^c¥ Vk YZh^¥cVaiZgcVi^k dX] [vg Vii `jccV heZX^ XZgV Zc bsa¥gjee*
3.2.1 Kvalitativa intervjuer
Jg^brgYViV `dbbZg Vii hVbaVh ^c ¥Zcdb `kVa^iVi^kV ^ciZgk_jZg bZY bVg`cVYhX]Z[ dX] kZg`hVb) ]ZihaZYVgZ hVbi `dgiVgZ ^ciZgk_jZg bZY `jcYZg* <gnbVc %.,,.& bZcVg Vii ^ `kVa^iVi^kV ^ciZgk_jZg rg YZi Z[iZghigrkVchkrgi Vii asiV ^ciZgk_jc kVgV \Zm^WZa dX] [va_V YZc g^`ic^c¥ ^ciZgk_jeZghdcZch hkVg ¥sg ^( Ys YZiiV ¥Zg WsYZ `jch`Ve `g^c¥ dX] [vghisZahZ [vg kVY ^ciZgk_jeZghdcZc VchZg kVgV k^`i^¥i* GsaZi bZY `kVa^iVi^kV ^ciZgk_jZg rg Vii [s [naa^¥V dX] YZiVa_ZgVYZ hkVg* ?c haV¥h `kVa^iVi^k ^ciZgk_j rg YZc hZb^)higj`ijgZgVYZ( k^Y YZccV ine Vk ^ciZgk_j ]Vg [dgh`VgZc Zc ^ciZgk_j¥j^YZ ^ccZ]saaVcYZ gZaVi^ki heZX^ `V iZbVc hdb VkhZh WZgvgVh jcYZg ^ciZgk_jc* CciZgk_j¥j^YZc WZ]vkZg ^ciZ [va_Vh hig^`i jiVc [jc¥ZgVg bZg hdb Zii hivY [vg YZc hdb ji[vg ^ciZgk_jc* %<gnbVc( .,,.&
P^Y ji[dgbc^c¥Zc Vk ^ciZgk_j¥j^YZgcV `dbbZg <gnbVch %.,,.& g^`ia^c_Zg VckrcYVh* >Zi k^`i^) ¥VhiZ ^ Zc ^ciZgk_j¥j^YZ rg Vii YZ [gs¥dg dX] iZbVc hdb [vgWZgZiih ¥Zg bv_a^¥]Zi Vii [s ^c[dgbV) i^dc db ]jg YZ ^ciZgk_jVYZ jeeaZkZg YZc h^ijVi^dc ZaaZg YZi [ZcdbZc hdb jcYZghv`h %<gnbVc .,,.&* CciZgk_jch jcYZghv`c^c¥h[d`jh Wvg kVgV inYa^¥i( bZc YZ [gs¥Zhiraac^c¥Vg hdb ¥j^YZc Wn¥¥Zg es Wvg ^ciZ kVgV hs hcrkV Vii YZ ]^cYgVg Vii cnV ^YuZg ZaaZg hnchrii `Vc `dbbV [gVb jcYZg hVbiVaZi* <gnbVc %.,,.& gsYZg Vii k^Y [dgbjaZgVcYZi Vk Zc ^ciZgk_j¥j^YZ irc`V es Vii h`VeV dgY) c^c¥ WaVcY YZ iZbVc hdb rg V`ijZaaV( Vii VckrcYV Zii WZ¥g^ea^¥i hegs`( Z_ hiraaV aZYVcYZ [gs¥dg( Vii [dgbjaZgV ^ciZgk_j[gs¥dg dX] iZbVc hdb jcYZgariiVg hkVg es jcYZghv`c^c¥Zch [gs¥Zhiraac^c¥Vg hVbi Vii ^ciZgk_jc ¥Zcdb[vgh ^ Zc arbea^¥ b^a_v hdb ^ciZ hivg kVg`Zc gZhedcYZci ZaaZg ^ciZgk_jVgZ* %<gnbVc .,,.&
@vg Vii VcVanhZgV ^ciZgk_jZgcV `dbbZg Zc h`g^[ia^¥ hVbbVchiraac^c¥ Vk ^ciZgk_jZgcV bZY YZ VchiraaYV ¥vgVh hdb Zii hrii Vii `dc`gZi^hZgV YZ hkVg hdb ]Vg gZaZkVch [vg [vghijY^Zc* CciZgk_jZgcV bZY `jcYZg VcVanhZgVh ¥Zcdb Vii hkVgZc ¥gjeeZgVh Z[iZg [gs¥dgcV ^ da^`V iZbVc dX] hVbbVc) [ViiVh YrgZ[iZg*
3.2.2 Enkät
?c Zc`rijcYZghv`c^c¥ ¥_dgY dX] Y^hig^WjZgVY Vk Zc gZ`aVbWngs es jeeYgV¥ Vk F^c`ve^c¥h MiVYh) b^hh^dc `dbbZg Vii VckrcYVh hdb hZ`jcYrgYViV* OcYZghv`c^c¥Zc ¥Zcdb[vgYZh [vg Vii [s Zc v`VY [vghisZahZ [vg ]jg `dbbjcZch ^ckscVgZ jee[ViiVg F^c`ve^c¥h MiVYhb^hh^dc dX] YZ YZaVg Vk jcYZghv`c^c¥Zc hdb WZgvg hZXdcY ]VcY)kZg`hVb]ZiZc `dbbZg hijYZgVh dX] hVbbVc[ViiVh hdb YZa ^ [vghijY^Zc*
3.3 Designalternativ
Oi^[gsc YZi jcYZgaV¥ [vghijY^Zc ¥Zg `dbbZg Zc ZmeadgVi^k [Vh ¥Zcdb[vgVh hdb rg irc`i Vii gZhja) iZgV ^ Zc brc¥Y ^YuZg dX] `dcXZei* >Zc `dckZg¥ZciV [VhZc vkZg¥sg hZYVc i^aa Zc Y^kZg¥Zci [Vh Yrg YZ da^`V YZh^¥cVaiZgcVi^kZc `dbW^cZgVh dX] [vg cVh dX] es hs hrii gZYjXZgVh i^aa Zii VciVa bv_a^¥V avhc^c¥Vg* >Z YZh^¥cbZidYZg hdb VckrcYh ^ gZheZ`i^kZ [Vh egZhZciZgVh cZYVc ^ `gdcdad¥^h` dgY) c^c¥*
3.3.1 Explorativ fas
?c mindmap %iVc`Z`VgiV& rg Zii Z[[Z`i^ki kZg`in¥ k^Y ^Yu¥ZcZgZg^c¥* G^cYbVeZc ¥Zg vkZgh^`i hVbi higj`ijgZgVg iVc`Vg dX] ^YuZg i^aa h`^aacVY [gsc ZmZbeZak^h a^hidg hdb rg bZg WZ¥grchVcYZ* C Zc b^cYbVe h`g^kh ^YuZgcV jee es Zc [g^ niV dX] `deeaVh hVbbVc ¥Zcdb Vii YgV higZX` bZaaVc YZb* >ZiiV veecVg jee iVc`VgcV dX] ¥vg YZi bZg Z[[Z`i^ki Vii ¥ZcZgZgV cnV ^YuZg dX] hZ hVbWVcY bZaaVc YZb* %H^ZahZc .,,/&
P^Y [gVbiV¥VcYZ Vk YZh^¥cVaiZgcVi^k `dbbZg dX`hs brainstorming VckrcYVh* <gV^chidgb^c¥ rg Zc bZidY [vg Vii ¥ZcZgZgV bsc¥V ^YuZg dX] da^`V `dcXZei %;gkdaV .,-0&* PVc PVa^c %.,-0& WZh`g^kZg [Zb gZ¥aZg [vg Zc anX`VY WgV^chidgb^c¥* >Zc [vghiV gZ¥Zac rg Vii WZ]VcYaV VaaV ^YuZg hdb WgV ^YuZg dX] ^ciZ [vg`VhiV cs¥di* LZ¥Za cjbbZg iks rg Vii gZhedcYZgV cn `Zi dX] edh^i^ki es VaaV ^YuZg hdb ar¥¥h [gVb* LZ¥Za cjbbZg igZ rg Vii [vg kVg_Z ^Yu bVc [sg( hr¥V YZc dX] h`g^kV cZg YZc Ys YZi rg k^`i^¥i Vii VaaV ^YuZg jiignX`h dX] ]VbcVg {es WdgYZi|* >Zc [_rgYZ gZ¥Zac rg Vii `kVci^iZi rg `kVa^iZi* >Zc [vghiV ^Yuc rg hraaVc YZc WrhiV dX] YZi rg Yrg[vg k^`i^¥i Vii ]V Zii hs hidgi VciVa ^YuZg hdb bv_a^¥i Vii ji¥s [gsc dX] hZYVc kra_V ji YZ WrhiV* >Zc h^hiV gZ¥Zac rg hajia^¥Zc Vii Wn¥¥V es VcYgVh ^YuZg dX] `dbW^cZgV da^`V ^YuZg [vg Vii h`VeV cnV bv_a^¥]ZiZg* %PVc PVa^c .,-0& ?ii hrii Vii ¥ZcZgZgV ^YuZg Z[iZg Vii \vYZi ^ WgV^chidgb^c¥Zc hiVccVi rg Vii VckrcYV h^¥ Vk VcidcnbZg( bdihVihdgY* AZcdb Vii irc`V ^ ZmigZbZg [gsc YZi bVc k^aa jeecs `Vc cnV ^YuZg jeehis( hdb hZYVc `Vc [vg cVh %<Zg¥higvb .,,5( H^ZahZc .,,/&* ?ii VccVi rg Vii _rb[vgV YZc V`ijZaaV h^ijVi^dcZc bZY Zc VccVc dX] es hs hrii ]^iiV a^`cZahZg hdb `Vc aZYV [gVb i^aa cnV ^YuZg %H^ZahZc .,,/&*
3.3.2 Determinativ fas
P^Y krgYZg^c¥ Vk YZ da^`V `dcXZei^YuZgcV hdb ¥ZcZgZgVh ¥Zcdb WgV^chidgb^c¥ `dbbZg Zc
värderingsmatris( rkZc `VaaVY Jj¥])X]Vgi( VckrcYVh* ?c krgYZg^c¥hbVig^h rg Zca^¥i ;gkdaV %.,-0&
Zii kZg`in¥ [vg Vii krgYZgV `dcXZei ¥Zcdb Vii VckrcYV Zii Vk YZb hdb ji¥sc¥hejc`i dX] hZYVc _rb[vgV YZ VcYgV bZY YZiiV* Eg^iZg^Zg dX] bsa bZY `dbbjc^`Vi^dcZc heZX^ XZgVh dX] `dcXZe) iZc i^aaYZaVYZh YrgZ[iZg eajh( b^cjh ZaaZg cdaa WVhZgVi es YZhh hing`V ¥ZcZbdi YZi `dcXZei hdb VckrcYh hdb ji¥sc¥hejc`i* %;gkdaV .,-0& >Z da^`V `dcXZeiZc jikZX`aVh( [vg cVh dX] [vgWriigVh YrgZ[iZg ¥Zcdb Vii `dbW^cZgVh bZY kVgVcYgV*
?[iZg krgYZg^c¥ ^ bVig^hZc jikZX`aVh YZ Wrhi gVc`VYZ `dcXZeiZc bZY ]_rae Vk design!rationale* >Zi ^ccZWrg h`^hhZg^c¥ Vk YZh^¥cVaiZgcVi^kZc dX] YZhh da^`V bv_a^¥]ZiZg %;gkdaV .,-0&* M`^hhZgcV i^aaYZaVh [gs¥Z) dX] jigdehiZX`Zc( [vg Vii k^hV es egdWaZb gZheZ`i^kZ avhc^c¥Vg( jiv`VYZ VaiZgcVi^k Vc¥Zh hVbi eajh dX] b^cjh [vg hing`dg gZheZ`i^kZ hkV¥]ZiZg* >rgZ[iZg kr¥h [vgYZaVg bdi cVX`YZaVg ^ YZ da^`V h`^hhZgcV bdi kVgVcYgV ^ccVc YZ Wrhi arbeVYZ VaiZgcVi^kZc jihZh* >Zi rg k^`i^¥i Vii WsYZ bsa¥gjeeZc dX] hrcYVgZch eZgheZ`i^k iVh ^ WZV`ic^c¥ k^Y krgYZg^c¥Zc( hVbi Vii VaiZgcVi^kZi hdb krgYZgVh h`V kVgV ¥Zcdb[vgWVgi* %;gkdaV .,-0&
3.3.3 Utformning av designalternativ
Oi[dgbc^c¥Zc Vk YZh^¥cVaiZgcVi^kZc `dbbZg Vii esWvg_Vh ¥Zcdb Y^¥^iVa h`^hhZg^c¥ dX] ^chVba^c¥ Vk ^che^gVi^dc* >rgZ[iZg `dbbZg [gVbiV¥VcYZ Vk Xden( [did¥gV[Zg^c¥ hVbi Y^¥^iVa egdYjXZg^c¥ Vk jiYgV¥ jg `dcXZeiZc Vii h`Z*
3.4 Värdering
>Z [gVbiV¥cV YZh^¥cVaiZgcVi^kZc `dbbZg Vii krgYZgVh Zbe^g^h`i [vg Vii jcYZghv`V db YZ jee) [naaZg VkhZYYV hn[iZc dX] bsa* >ZiiV ¥vgh ¥Zcdb ^ciZgk_jZg Yrg YZh^¥cVaiZgcVi^kZc kr¥h bdi kVgVcYgV* ?[iZg ^ciZgk_jZgcV ¥Zcdb[vgh Zc Zc`rijcYZghv`c^c¥ dca^cZ Yrg `dcXZeiZc krgYZgVh `kVci^iVi^ki*
3.4.1 Intervjuer
F^`hdb k^Y ^ciZgk_jZgcV ^ [vghijY^Zc( `dbbZg Zc hZb^higj`ijgZgVY ^ciZgk_j¥j^YZ VckrcYVh k^Y ¥Zcdb[vgVcYZi Vk ^ciZgk_jZgcV ^ jikrgYZg^c¥Zc %hZ /*.*-& dX] YZ [dgh`c^c¥hZi^h`V eg^cX^eZgcV Z[) iZg[va_Vh %hZ /*1&* @vg Vii [s hskra WV`¥gjcY hdb hivggZ [vghisZahZ [vg YZ hkVg hdb ¥Zh `dbbZg ^c) iZgk_jZgcV ^caZYVh bZY YZbd¥gV h`V [gs¥dg hVbi [gs¥dg ¥raaVcYZ ^ciZgk_jeZghdcZgcVh ^chiraac^c¥ i^aa dX] kVcdg `g^c¥ hZXdcY ]VcY dX] kra¥vgZc]Zi* >rgZ[iZg vkZg¥sg ^ciZgk_jc ^ Zc ldg`h]de)YZa Yrg ^ciZgk_jeZghdcZgcV [sg iV YZa Vk `dcXZeiZc*
CciZgk_jZgcV `dbbZg Vii VcVanhZgVh bZY ]_rae Vk `kVa^iVi^k ^cYj`i^dc* >ZccV bZidY ^ccZWrg ^chVba^c¥ Vk ^c[dgbVi^dc ¥Zcdb ^ciZgk_jZg bZY veecV [gs¥dg dX] ¥gjcYa^¥ VcVanh Vk bViZg^VaZi [gsc ^ciZgk_jZgcV Yrg bViZg^VaZi Wgnih cZg ^ b^cYgZ WZhiscYhYZaVg dX] ¥gjeeZgVh( WaVcY VccVi bZY ]_rae Vk Zii V[ c^iZihY^V¥gVb* Js YZiiV hrii `Vc bvchiZg dX] iZbVc jgh`^a_Vh k^a`V `Vc ¥ZcZgZgV ¥ZcZgZaaV gZhjaiVi* %JViidc .,-1( =gZhlZaa .,-0& MajihVihZg `dbbZg Vii YgVh ji^[gsc ^YZci^ ZgVYZ bvchiZg dX] iZbVc dX] ¥Z hkVg es [dgh`c^c¥h[gs¥Vc* >ZhhV Wa^g hZYVc jcYZgaV¥ i^aa k^YVgZ Y^h`jh) h^dc( gZ`dbbZcYVi^dcZg hVbi [vghaV¥ es [dgihViiV hijY^Zg*
3.4.2 Enkät
@vg Vii [s Zii hiVi^hi^h`i briWVgi hkVg es ]jg `dcXZeiZc eskZg`Vg k^aa^¥]ZiZc Vii WZiVaV `dbbZg `kVci^iVi^k YViV hVbaVh ^c ¥Zcdb Zc Zc`rijcYZghv`c^c¥* LZhjaiViZc `dbbZg Vii VcVanhZgVh ¥Zcdb Zii N)iZhi ^ hiVi^hi^`egd¥gVbbZi C<G MJMM MiVi^hi^Xh ./ [vg Vii hr`ZghiraaV db YZi cch hiVi^hi^h`i h^¥c^ `VciV h`^aacVYZg ^ YViVc*
3.5 Forskningsetiska principer
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4. Förstudie
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4.1 Intervjuer med marknadschef och verksamhetsledare
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4.1.1 Intervju med marknadschef
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>Z jibVc^c¥Vg hZXdcY ]VcY)kZg`hVb]ZiZc WgdiiVh bZY ]VcYaVg db Vii [s brcc^h`dg hdb kVc) a^¥ik^h ^ciZ WZhv`Zg hZXdcY ]VcY)Wji^`Zg Vii `dbbV i^aa Wji^`ZgcV* >Zi WZh`g^kh hdb k^`i^¥i Ys YZi ¥Zg Zc X]Vch Vii [s brcc^h`dg Vii rcYgV h^c ^chiraac^c¥ dX] veecV h^ii WZiZZcYZ `g^c¥ hZXdcY ]VcY* MZXdcY ]VcY)kZg`hVb]ZiZc ]Vg bsc¥V edh^i^kV `dchZ`kZchZg z YZi rg b^a_vkrca^¥i( Z`dcd) b^h`i hVbi h`VeVg i^aa[raaZ [vg VgWZihigrc^c¥ z k^a`Zi `jcYZc `Vc Wa^ bZYkZiZc db crg YZc WZhv`Zg Wji^`ZgcV* AZcdb Vii brcc^h`dg WZhv`Zg Wji^`ZgcV `Vc YZ Wa^ jeebrg`hVbbVYZ es Vii YZ dX`hs `Vc W^YgV ¥Zcdb Vii h`rc`V `arYZg dX] egnaVg* ;ii [s brcc^h`dg Vii [vghis ]Za]ZiZc dX] Vii YZ `Vc ]_raeV i^aa rg Zc ¥gjcY [vg Zc¥V¥ZbVc¥ k^a`Zi ^ciZ VchZh `dbbjc^XZgVh ^YV¥*
MdX^VaV bZY^Zg rg Zc k^`i^¥ bVg`cVYh[vg^c¥h`VcVa hdb VckrcYh ^ hidg jihigrX`c^c¥* Hn]ZihWgZk h`^X`Vh rkZc ji i^aa da^`V ^cigZhhZciZg hdb Zii hrii Vii WZgriiV kVY bVc ¥vg ^ kZg`hVb]ZiZc dX] bZY
YZ bZYZa hdb `dbbZg ^c* ?kZci rg cs¥di bVc rg edh^i^k i^aa dX] ¥rgcV VcdgYcVg( bZc YZ `grkZg bnX`Zi gZhjghZg k^a`Zi ¥vg Vii hsYVcV ZcYVhi VggVc¥ZgVh ^ WZ¥grchVY h`VaV* Js ¥gjcY Vk `cVee WjY¥Zi VckrcYh ^ciZ cs¥gV VcYgV bVg`cVYh[vg^c¥h`VcVaZg [gZ`kZci*
>Zc bsa¥gjee bVc k^aa cs bZY hZXdcY ]VcY)kZg`hVb]ZiZc rg nc¥gZ brcc^h`dg z hijYZciZg dX] VcYgV jc¥V kjmcV* >Zi rg Zc bsa¥gjee hdb Wg^ccZg [vg bsc¥V Vk YZ [gs¥dg hiVYhb^hh^dcZc VgWZiVg bZY( YZ rg igZcY`rcha^¥V dX] hZh hdb Zc `vehiVg` bsa¥gjee hdb ]Vg hidg iZcYZch Vii siZgkrcYV Z[iZg Zii [vghiV WZhv`* Gsa¥gjeeZc WZh`g^kh dX`hs hdb k^`i^¥ ^ Zii arc¥gZ eZgheZ`i^k Ys Zc `dciV`i ¥Zcdb hZXdcY ]VcY)kZg`hVb]ZiZc ^ i^Y^¥ saYZg `Vc gZhjaiZgV ^ Vii igvh`Zac [vg Vii Wa^ bscVYh¥^kVgZ ZaaZg kdadcirg hZcVgZ ^ a^kZi hrc`h* >Zi rg Yrg[vg Zc bsa¥gjee F^c`ve^c¥h MiVYhb^h) h^dc bZYkZiZi g^`iVg h^¥ i^aa WsYZ ^ h^c Y^¥^iVaV dX] ignX`iV `dbbjc^`Vi^dc( WaVcY VccVi es hdX^VaV bZY^Zg dX] ¥Zcdb Vii VccdchZgV bZY \nZgh dX] V[ hX]Zg es F^c`ve^c¥h jc^kZgh^iZi* >Zc `db) bZgh^ZaaV kZg`hVb]ZiZc hZh hdb Zc WgV ^c¥sc¥ i^aa dg¥Vc^hVi^dcZc Ys YZc es Zii gZaVi^ki Zc`Zai hrii `Vc adX`V brcc^h`dg i^aa h^¥ dX] ig^¥¥Vg Zii `veWZiZZcYZ* ;ii [s brcc^h`dg Vii `veV cs¥di [vg Vii W^YgV i^aa kZg`hVb]ZiZc rg Zc`aVgZ rc Vii eskZg`V brcc^h`dg i^aa Vii ¥Z Vk h^c i^Y dX] h^cV eZc¥Vg( cs¥di hdb rg bZg igda^¥i Vii bVc ¥vg crg bVc [sii Zc gZaVi^dc i^aa dg¥Vc^hVi^dcZc dX] [vghisZahZ [vg YZhh VgWZiZ*
4.1.2 Intervju verksamhetsledare
PZg`hVb]ZihaZYVgZc WZh`g^kZg hn[iZi bZY kZg`hVb]ZiZc hdb ijYZaVi7 Wji^`Zc h`V [jc¥ZgV hdb Zc hZXdcY ]VcY)Wji^` bZc VckrcYh dX`hs [vg VgWZih^ciZ¥gVi^dc ¥Zcdb Vii Wji^`Zc rg Zc eaVih [vg VgWZihigrc^c¥* PZg`hVb]ZiZch [grbhiV hn[iZ rg YdX` Vii ]_raeV YZc Zch`^aYV eZghdcZc [vg Zii brch`a^¥VgZ hVb]raaZ* Gv_a^¥]ZiZc Vii ¥Z Zc eZghdc Zii Z¥ZckrgYZ dX] Z¥ZcbV`i vkZg h^ii a^k rg Yrg[vg YZi hdb ^ hivghi jihigrX`c^c¥ Yg^kZg kZg`hVb]ZiZc*
<ji^`ZgcVh `jcY`a^ZciZa rg bnX`Zi Y^[[ZgZci^ZgVi* ?c YZa `jcYZg rg ^cigZhhZgVYZ Vk siZgk^cc^c¥ dX] {gZbV`Z| bZYVc VcYgV ]Vg as¥ ^c`dbhi dX] k^aa ]VcYaV W^aa^¥i* P^hhV rg ^cigZhhZgVYZ Vk YZc 1,) dX] 2,)iVahhi^a es hskra `arYZg hdb egnaVg dX] bvWaZg hdb ¥sg Vii ]^iiV ^ Wji^`ZgcV dX] VcYgV Vk Vci^`k^iZiZg* ?c YZa Vk `jcY`a^ZciZaZi rg dX`hs brcc^h`dg [gsc F^c`ve^c¥h MiVYhb^hh^dch vkg^¥V kZg`hVb]Zi( ZmZbeZak^h brcc^h`dg bZY Ygd¥b^hhWgj` hdb [sg gZ`k^h^i^dcZg Vii ]VcYaV [vg ^ Wji^) `ZgcV* >Zc hiVg`VhiZ bsa¥gjeeZc rg YZ `jcYZg hdb ]VcYaVg hZXdcY ]VcY es ¥gjcY Vk Vii YZ ^ciZ ]Vg i^aagrX`a^¥i bZY eZc¥Vg [vg Vii ]VcYaV ^ kVca^¥V Wji^`Zg* >Zc `jcY¥gjee hdb jeeaZkh hV`cVh dX] hdb bVc h`jaaZ k^a_V VgWZiV ^ciZch^kVgZ bZY rg hijYZciZg* MijYZciZgcV rg Zc hidg `jcY¥gjee k^a`V `dbbZg cnV i^aa hiVYZc kVg_Z sg dX] h`V ^ bsc¥V [Vaa hriiV h^ii [vghiV Wd* >Z ]Vg YZhhjidb WsYZ Zii Z`dcdb^h`i irc` dX] Zii b^a_virc` k^a`Zi ¥sg kra ^]de bZY hZXdcY ]VcY)iVc`Zc* =^inWji^`Zc rg bZg `rcY rc YZc hdb a^¥¥Zg jiVc[vg XZcigjb( crgV Zii dbgsYZ bZY `veXZciZg* >Zc VcYgV Wji^`Zc a^¥¥Zg crgV VcYgV hZXdcY ]VcY)Wji^`Zg dX] YgVg i^aa h^¥ `jcYZg hdb rg es {hZXdcY ]VcY)gjcYV| bZYVc X^inWji^`Zc ^ hivggZ jihigrX`c^c¥ WZhv`h Vk `jcYZg hdb egdbZcZgVg [vgW^ Wji^`Zc es kr¥ i^aa VcYgV hiraaZc* =^inWji^`Zc ]Vg YdX` Zii hs `VaaVi <)ar¥Z dX] WZh`g^kh a^¥¥V a^iZ {d[[ | _rb[vgi bZY vkg^¥V Wji^`Zg ^ XZcigjb* ?c jibVc^c¥ rg Vii adX`V `jcYZg i^aa Wji^`Zc dX] Zc VccVc Vii `dckZgiZgV WZhv`VgZ i^aa `jcYZg*
MZXdcY ]VcY)Wji^`ZgcV bVg`cVYh[vgh i^aa hidg YZa ¥Zcdb F^c`ve^c¥h MiVYhb^hh^dch @VXZWdd`) h^YV dX] CchiV¥gVb)`dcid* ?c YZa ZkZci VcdgYcVh dX`hs ^ Wji^`Zc( ZmZbeZak^h bdYZk^hc^c¥Vg(
hdb Zii hrii Vii h`VeV jeebrg`hVb]Zi hskra hdb V`i^k^iZi gjci Wji^`ZgcV* PVY ¥raaZg vkg^¥ `db) bjc^`Vi^dc( ZmZbeZak^h ^ Wji^`( bZcVg kZg`hVb]ZihaZYVgZc Vii inYa^¥VgZ `dbbjc^`Vi^dc `g^c¥ kVY eZc¥VgcV ¥sg i^aa igda^¥ik^h h`jaaZ W^YgV i^aa v`VY k^a_V Vii W^YgV* GVc vch`Vg `jccV k^hjVa^hZgV es Zii inYa^¥i hrii ]jg bnX`Zi eZc¥Vg hdb `dbbZg ^c dX] kVY YZ VckrcYh i^aa* >ZiiV rg Zii hrii Vii `db) bjc^XZgV Vii ]VcYaV es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY rg Zii `dc`gZi hrii Vii ]_raeV i^aa dX] ¥vgV cs¥di si YZ ]deeavhV h^ijVi^dcZg k^ bViVh bZY kVg_Z YV¥ ¥Zcdb bZY^V* Majia^¥Zc bZcVg kZg`hVb]ZihaZYVgZc Vii cs¥di Vk YZi WrhiV bZY kZg`hVb]ZiZc dX] _dWWZi rg VaaV YZ [VciVhi^h`V WZgriiZahZg hdb bVc [sg kVgV bZY db( ]vgV db dX] YZaV bZY VcYgV*
4.2 Intervju med besökare och kunder
@vghijY^Zc ^c`ajYZgVYZ dX`hs Zii VciVa ^ciZgk_jZg bZY WZhv`VgZ dX] `jcYZg es eaVih ^ F^c`ve^c¥h MiVYhb^hh^dch X^inWji^`* CciZgk_jZgcV hn[iVYZ i^aa Vii jcYZghv`V kVg[vg bVc kra_Zg Vii ]VcYaV es hZXdcY ]VcY( kVg[vg _jhi es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY hVbi db `jch`Ve db kVY eZc¥VgcV ¥sg i^aa cch* .1 eZghdcZg YZaid¥ ^ `dgiVgZ ^ciZgk_jZg( .- `k^ccdg dX] [ngV brc* CciZg) k_jZgcV bZY `jcYZg dX] WZhv`VgZ WZhidY Vk `dgiVgZ [gs¥dg Yrg hkVgZc Yd`jbZciZgVYZh ¥Zcdb VciZX`c^c¥Vg ^ Zc [gVbiV¥Zc bVaa %hZ W^aV¥V .& [vg Vii jcYZgariiV hVbbVchiraac^c¥Zc* >ZaiV¥VgcV i^aa[gs¥VYZh es eaVih db Vii YZaiV ^ hijY^Zc* @vgYZac^c¥Zc vkZg YZaiV¥VgcV ^ `jcY^ciZgk_jZgcV egZ) hZciZgVh ^ iVWZaa -*
GZgeVgiZc Vk YZ ^ciZgk_jVYZ `jcYZgcV Vc¥Vk \ZgV h`ra i^aa Vii YZ WZhv`Zg dX] ]VcYaVg ^ hZXdcY ]VcY)Wji^`Zg* ?ca^¥i i^d eZghdcZg WZgdg YZi es Vii YZi rg W^aa^¥i Vii ]VcYaV hZXdcY ]VcY dX] Vii YZi ¥sg Vii [ncYV( YZi k^aa hr¥V `veV hV`Zg i^aa Zc W^aa^¥VgZ `dhicVY rc YZhh krgYZ* H^d eZghdcZg WZgri) iVYZ Vii b^a_vVheZ`iZc hshdb siZgVckrcYc^c¥ dX] b^ch`VY `dchjbi^dc rg VcaZYc^c¥Zc i^aa WZhv` dX] `ve( siiV eZghdcZg bZcVg Vii YZ WZhv`Zg hZXdcY ]VcY)Wji^`Zg [vg Vii YZ inX`Zg Vii YZi rg gda^¥i ZaaZg herccVcYZ dX] h_j eZghdcZg jee¥Vk Vii YZ ¥rgcV i^iiVg Z[iZg hV`Zg bZY Vci^`i krgYZ ZaaZg rg ^cigZhhZgVYZ Vk gZigd* Nks eZghdcZg Vc¥Vk kra¥vgZc]Zi hdb Zc VcaZYc^c¥ i^aa Vii ]VcYaV es hZXdcY ]VcY*
;caZYc^c¥VgcV i^aa Vii YZ ^ciZgk_jVYZ eZghdcZgcV WZhv`iZ _jhi F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` WZh`gZkh hdb Vii YZc a^¥¥Zg crgV ]Zb( _dWW ZaaZg h`daV %-- eZghdcZg&( Vii eZghd) cZc VchZg h^¥ kVgV hiVb`jcY %1 eZghdcZg& ZaaZg Vii YZi cch Zc Vc`cnic^c¥ i^aa kZg`hVb]ZiZc %- eZghdc&* AZbZchVbi [vg \ZgV eZghdcZg kVg Vii YZi ^ciZ [Vcch cs¥dc heZX^ ` VccVc VcaZYc^c¥ i^aa WZhv`Zi es _jhi MiVYhb^hh^dcZch hZXdcY ]VcY %4 eZghdcZg&*
?akV eZghdcZg ]VYZ `jch`Ve db Vii eZc¥VgcV hdb ¥ZcZgZgVh ¥Zcdb kZg`hVb]ZiZc ¥sg Y^gZ`i i^aa YZc ad`VaV kZg`hVb]Zi hdb F^c`ve^c¥h MiVYhb^hh^dc WZYg^kZg* ?c eZghdc hVYZ h^¥ kZiV Vii bZYaZc ¥sg i^aa ^cg^`Zh ]_raekZg`hVb]Zi dX] iks eZghdcZg jee¥Vk Vii `ve W^YgVg i^aa LvYV `dghZih kZg`hVb]Zi* @ngV eZghdcZg Vchs¥ h^¥ ^ciZ kZiV kVY eZc¥VgcV ¥sg i^aa dX] h_j jee¥Vk Vii YZ ]deeVh Vii eZc¥VgcV ¥sg i^aa cs¥di WgV hshdb ]_raekZg`hVb]Zi*
?c eZghdc jee¥Vk heZX^ `i Vii Zc VcaZYc^c¥ i^aa Vii YZccZ ]VcYaVg rg Vii eZc¥VgcV ¥sg i^aa kra) ¥vgZc]Zi dX] Zc VccVc hV Vii dgYc^c¥Zc ^ Wji^`Zc %hshdb eaVXZg^c¥( h`naiVg dX] VkYZac^c¥Vg& eskZg`Vg db YZccZ ]VcYaVg ZaaZg ^ciZ*
4.3 Enkätundersökning
HZYVc egZhZciZgVh gZhjaiViZc [gsc Zc`rijcYZghv`c^c¥Zc hdb [vg[ViiVgcV iV¥^i YZa Vk* >ZaVg hdb WZgvg hZXdcY ]VcY)kZg`hVb]ZiZc ]Vg kVaih ji* C jcYZghv`c^c¥Zc YZaid¥ --1 eZghdcZg* C iVWZaa . dX] / egZhZciZgVh gZhedcYZciZgcVh `vch) dX] saYZgh[vgYZac^c¥*
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4.4 Insikter
Cch^`iZgcV [gsc [vghijY^Zc ]Vg W^YgV¥^i i^aa heZX^ XZg^c¥ Vk bv_a^¥V kr¥Vg [vg YZh^¥cVaiZgcVi^k hVbi aZii [gVb i^aa Zc eg^brg bsa¥gjee [vg `VbeVc_bViZg^VaZi*
4.4.1 Möjliga öppningar för designalternativ
CciZgk_jZgcV bZY WZhv`VgZ dX] `jcYZg %hZ 0*.& k^hVg Vii bsc¥V ^ciZ kZi Vii eZc¥VgcV hdb hZXdcY ]VcY)Wji^`ZgcV ¥ZcZgVg ¥sg i^aa F^c`ve^c¥h MiVYhb^hh^dch ad`VaV kZg`hVb]Zi* >rg[vg rg YZi gZaZ) kVci Vii `dbbjc^`Vi^dcZc [vgbZYaVg YZiiV* <sYZ bVg`cVYhX]Z[ dX] kZg`hVb]ZihaZYVgZ jee¥Zg Vii YZc ad`VaV Vc`cnic^c¥Zc rg k^`i^¥ %hZ 0*-*- $ 0*-*.&* Bra[iZc Vk YZ hkVgVcYZ [gsc Zc`rijcYZg) hv`c^c¥Zc Vc¥Zg Vii YZc ad`VaV Vc`cnic^c¥Zc rg Zc k^`i^¥ dghV` i^aa Vii k^a_V W^YgV i^aa Zc ]_raedg¥V) c^hVi^dc %hZ 0*/&* PZih`VeZc db kVY `jcYZc W^YgVg i^aa ¥vg Vii YZccZ `Vc `rccV h^¥ bZg WZcr¥Zc
Tabell 2. Könsfördelning enkätundersökning
Vii ]VcYaV %hZ .*. dX] 0*-*.&* CciZgk_jZgcV bZY `jcYZg dX] WZhv`VgZ k^hVg dX`hs Vii \ZgV Vk YZb ^ciZ ar¥¥Zg hidg k^`i k^Y k^a`Zc hZXdcY ]VcY)Wji^` bVc WZhv`Zg* Gsc¥V jee¥Zg Vii YZ ]deeVh Vii eZc¥VgcV ¥sg i^aa {cs¥di WgV| %hZ 0*.&* >Zc ad`VaV Vc`cnic^c¥Zc rg YZi hdb hrgh`^a_Zg F^c`ve^c¥ MiVYhb^hh^dch hZXdcY ]VcY ¥ZciZbdi vkg^¥V hZXdcY ]VcY)Wji^`Zg ^ hiVYZc* @d`jh es hrgh`^a_VcYZ Z¥Zch`VeZg ]dh Zc dg¥Vc^hVi^dc rg k^`i^¥i Ys YZi `Vc ^c\jZgV `ve %hZ .*/&*
PZg`hVb]ZihaZYVgZc WZgriiVg db [VciVhi^h`V WZgriiZahZg YZccZ [sii iV YZa Vk ¥Zcdb kZg`hVb]ZiZc %hZ 0*-*.&* >ZhhV `Vc [vgbZYaVh ¥Zcdb hidgniZaa^c¥ dX] `Vc es hs hrii krX`V `rchadg hdb eskZg`Vg WZcr¥Zc]ZiZc Vii k^a_V ]VcYaV %hZ .*0 $ .*1&* @vghijY^Zc k^hVg Vii k^`i^¥V VcaZYc^c¥Vg i^aa WZhv` dX] `ve es Zc hZXdcY ]VcY)Wji^` rg Vii YZi rg W^aa^¥i dX] b^a_vkrca^¥i es ¥gjcY Vk siZgVckrcYc^c¥* Gsc¥V WZhv`Zg dX`hs hZXdcY ]VcY)Wji^`Zg [vg Vii ]^iiV gZigdegnaVg( Vci^`V ZaaZg jc^`V hV`Zg k^a`V ^ciZ `Vc ]^iiVh ^ kVca^¥V Wji^`Zg* %hZ .*.( 0*-*. $ 0*.& >ZhhV VcaZYc^c¥Vg rg Yrg[vg gZaZkVciV Vii VcheZaV es [vg Vii `dbbjc^`Vi^dcZc h`V cs [gVb i^aa `jcYZgcV*
@vghijY^Zc dX] iZdg^c k^hVg Vii YZi cch \ZgV h`ra i^aa Vii ]VcYaV ^ hZXdcY ]VcY)Wji^`Zg( kVgVk b^a_v) dX] eg^hbrhh^¥V VcaZYc^c¥Vg rg YZ iks kVca^¥VhiZ i^aahVbbVch bZY bv_a^¥]ZiZc Vii ]^iiV Zc jc^` egdYj`i* >ZhhV h`ra rg YrgbZY gZaZkVciV Vii h`VeV VhhdX^Vi^dcZg i^aa ^ `dbbjc^`Vi^dcZc* OivkZg YZiiV rg YZi YZc ad`VaV Vc`cnic^c¥Zc hdb rg YZi hrgh`^a_VcYZ [vg F^c`ve^c¥h MiVYhb^h) h^dch hZXdcY ]VcY)Wji^`Zg dX] YZc rg Yrg[vg k^`i^¥ Vii an[iV [gVb* >ZhhV [ngV7 b^a_vkrca^¥i( W^aa^¥i( jc^`V egdYj`iZg dX] ad`Va Vc`cnic^c¥( hZh Yrg[vg hdb XZcigVaV YZaVg ^ YZi hdb `dbbjc^`Vi^dcZc h`V [vgbZYaV*
4.4.2 Målgrupp
Oi^[gsc [vghijY^Zch da^`V YZaVg ]Vg bsa¥gjeeZc -4)/, sg heZX^ XZgVih hdb YZc eg^brgV* PZg`) hVb]ZihaZYVgZc ]rkYVg Vii YZi cch Zc VkhV`cVY Vk hijYZciZg ^ Wji^`ZgcV( k^a`V h`jaaZ `jccV kVgV Zc hidg `jcY¥gjee %hZ 0*-*.&* >Zhhjidb jee¥Zg WsYZ bVg`cVYhX]Z[ dX] kZg`hVb]ZihaZYVgZ Vii F^c`ve^c¥h MiVYhb^hh^dc vch`Vg higrX`V h^¥ bZg bdi jc¥V brcc^h`dg dX] Vii YZi rg Z[iZghigrkVch) krgi heZX^ `i [vg hZXdcY ]VcY)kZg`hVb]ZiZc %hZ 0*-*- $ 0*-*.&* GVg`cVYhX]Z[Zc bZcVg Vii YZccV bsa¥gjee dX`hs rg ediZci^ZaaV [gVbi^YV bscVYh¥^kVgZ dX] Vii Zii i^Y^¥i [vgigdZcYZ ]dh YZb `Vc gZhjaiZgV ^ igd¥cV `jcYZg %hZ 0*-*-&* >Zhhjidb ]Vg YZ d[iV Zii b^a_virc` dX] WZ¥grchVY Z`dcdb^( k^a`Zi bVg`cVYhX]Z[ hskra hdb kZg`hVb]ZihaZYVgZc ]rkYVg( dX] rg Yrg[vg arbea^¥V `jcYZg* MiVYh) b^hh^dcZc VgWZiVg [vg Vii cs YZccV bsa¥gjee ¥Zcdb hdX^VaV bZY^Zg dX] ignX`i `dbbjc^`Vi^dch) bViZg^Va %hZ 0*-*-&* >Z ^ciZgk_jZg hdb ¥Zcdb[vgYZh bZY `jcYZg dX] WZhv`VgZ hV`cVYZ ^ eg^cX^e ]Zai gZhedcYZciZg [gsc Zc jc¥ bsa¥gjee %hZ 0*.&* OivkZg YZiiV k^hVg rkZc Zc`rijcYZghv`c^c¥Zc Vii Zc hidg VcYZa Vk YZ nc¥gZ gZhedcYZciZgcV `Vc irc`V h^¥ Vii W^YgV i^aa kZg`hVb]ZiZc dX] Yrg) bZY rg gZaZkVciV Vii krcYV h^¥ i^aa %hZ 0*/&* BVg Zc jc¥ `jcY kra `dbb^i i^aa Wji^`Zc rg X]VchZc hidg Vii YZccZ siZg`dbbZg( bZcVg bVg`cVYhX]Z[Zc dX] YZi rg ^ YZi hVbbVc]Vc¥Zi hdb `db) bjc^`Vi^dcZc `Vc ¥vgV h`^aacVY %hZ 0*-*-&* ?c jibVc^c¥ WZh`g^kh hajia^¥Zc kVgV Vii `dckZgiZgV \Zg WZhv`VgZ i^aa `jcYZg %hZ 0*-*.&( YZi k^aa hr¥V Vii ¥vgV ^X`Z)`veVgcV dX] YZ gZV`i^kV i^aa egdV`i^kV `jcYZg %hZ .*.&*
5. Designalternativ
>Zh^¥cegdXZhhZc ^caZYYZh bZY Vii [vg[ViiVgcV hijYZgVYZ F^c`ve^c¥h MiVYhb^hh^dch ¥gV h`V bVcjVa Yrg dg¥Vc^hVi^dcZch vch`VYZ idcVa^iZi cch WZh`g^kZc* F^c`ve^c¥h MiVYb^hh^dch kVgj) brg`Z dX] idcVa^iZi vch`Vh jee[ViiVh hdb kVgb( kra`dbcVcYZ( veeZc( eZghdca^¥( ]dee[jaa dX] [vgigdZcYZ^c¥^kVcYZ( k^a`Zi dX`hs h`V heZ¥aVh ^ kVgjbrg`Zih hegs`* @vg YZi ¥gV h`V jiignX`Zi kVg ¥gjcYZc i^aa YZc ¥gV h`V bVcjVaZc [vg VaaV hkZch`V hiVYhb^hh^dcZgh hZXdcY ]VcY)Wji^`Zg ji¥sc¥h) ejc`i* >Z igZ egd a[rg¥ZgcV dX] iZX`Zchc^iiZc [gsc YZc ¥gV h`V bVcjVaZc [vg hZXdcY ]VcY)Wji^) `ZgcV k^hVh ^ ¥jg -*
5.1 Explorativ fas
Mdb Zii [vghiV hiZ¥ ^ YZh^¥cegdXZhhZc dX] Zii hrii Vii hVbaV iVc`Vg dX] ^ch^`iZg [gsc [vghijY^Zc ¥_dgYZh Zc b^cYbVe Yrg VaaV irc`WVgV ^c¥sc¥Vg( veec^c¥Vg dX] eZgheZ`i^k ^c`ajYZgVh %hZ ¥jg .&* pkZc cnX`ZadgY hdb Vchs¥h k^`i^¥V [vg `dbbjc^`Vi^dcZc hVbbVchiraaYZh* >ZhhV kVg WsYZ YZ dgY [vg idcVa^iZiZc hdb WZh`gZkh ^ YZc ¥gV h`V bVcjVaZc( bZc dX`hs hsYVcV [vg[ViiVgcV ji^[gsc [vghijY^Zch ^ch^`iZg Vchs¥ k^`i^¥V [vg `dbbjc^`Vi^dcZc* IgYZc [gsc bVcjVaZc kVg kVgb( kra`db) cVcYZ( veeZc( eZghdca^¥( ]dee[jaa( [vgigdZcYZ^c¥^kVcYZ dX] [vg[ViiVgcVh i^aar¥¥ kVg ¥aVY( ariihVb( ^ch^`ih[jaa( ad`Vai( krgYZ[jaa( jc^`( [ncY^¥ dX] i^aahVbbVch+¥ZbZch`Ve*
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?c VccVc bZidY hdb VckrcYZh [vg Vii [s cnV ^YuZg dX] iVc`Vg kVg _rb[vgZahZg( Yrg Zc kVca^¥ Wji^` _rb[vgYZh bZY Zc hZXdcY ]VcY)Wji^` hdb Zii hrii Vii jeebrg`hVbbV h`^aacVYZgcV bZaaVc YZhhV %hZ /*/*-&*
5.2 Determinativ fas
>Z ^YuZg hdb h`VeVYZh ¥Zcdb WgV^chidgb^c¥ hViiZh hVbbVc ^ bZg gZcdYaVYZ `dcXZei^YuZg k^a`V krgYZgVYZh ^ Zc krgYZg^c¥hbVig^h %hZ /*/*. dX] ¥jg 0&* EdcXZei^YuZgcV i^aaYZaVYZh VgWZihcVbc dX] idiVai krgYZgVYZh -4 ^YuZg ji^[gsc Zii VciVa `g^iZg^Zg hdb Vchs¥h k^`i^¥V [vg `dbbjc^`Vi^dcZc( ZmZbeZak^h `jcY[d`jh dX] ad`Va Vc`cni^c¥* >ZiiV ¥_dgYZh ¥Zcdb Vii hiraaV ^YuZgcV bdi YZc ^Yu hdb jeeaZkYZh kVgV Zc Vk YZ hiVg`VgZ dX] ji^[gsc YZccV ¥Z YZ vkg^¥V eajh( b^cjh ZaaZg cdaa*
Hs¥gV ^YuZg an[iZ YZ ^cY^k^YZg hdb ]_raeh Vk kZg`hVb]ZiZc %JZghdca^¥ eg^haVee( PrgYZ[jaa( Drb[v) gZahZ( LZaVi^dc dX] PZg`a^¥V brcc^h`dg& dX] VcYgV ^YuZg ]VYZ Z[[Z`iZc Vk `veZi hdb ¥gjcYiVc`Z %IkrciVY `dbWd dX] J^eVc&* ?c YZa ]VYZ Zii bZg inYa^¥i `jcY[d`jh %EVgV`irgZg dX] M]deeV hX]nhhi& kVgVk Zii eVg Vk YZhhV ]VYZ Zii bZg `dbbZgh^Zaai jiignX` bZY `aVhh^h`V hra_WjYh`Ve %Js
Figur 3. Brainstorming med post-its
`veZi dX] . [vg -&( bZYVc VcYgV ^YuZg %MeZa( EZY_Vc( ;ci^`gjcYVc( MVa^¥ WaVcYc^c¥ dX] LZhVc& ]VYZ Zii egdYj`i[d`jh* Majia^¥Zc WVhZgVYZh cs¥gV ^YuZg es Zii heZX^ `i bZY^jb( ZmZbeZak^h e^a) [dgbVYZ h`naiVg dX] eg^hZi^`ZiiZg %J^aZc dX] Jg^haVeeZc&*
PrgYZg^c¥hbVig^hZc ¥Vk ^ch^`iZg db YZ da^`V ^YuZgcVh hing`dg dX] hkV¥]ZiZg* P^hhV ^YuZg Vchs¥h hkV¥V ^ h^¥ h_rakV bZc `jcYZ `dbW^cZgVh [vg Vii h`VeV Zii hiVg`VgZ `dcXZei* ?[iZg krgYZg^c¥ ^ krgYZg^c¥hbVig^hZc hViiZh ^YuZgcV ^]de i^aa [Zb `dcXZei hdb Vchs¥h arbea^¥V Vii h`^hhV k^YVgZ es* ?[iZg h`^hhZg^c¥Zc i^aarbeVYZh >Zh^¥c gVi^dcVaZ Yrg [vg) dX] cVX`YZaVg hVbi egdWaZb dX] YZh^¥c) kVa brg`iZh ji %hZ /*/*.&* EdcXZeiZc egZhZciZgVh cZYVc i^aahVbbVch bZY jiYgV¥ [gsc h`^hhZg^c¥Zc* >Zi [vghiV `dcXZeiZi X` cVbcZi Oväntad kombo dX] WZhidY Vk Zc `dbW^cVi^dc Vk ^YuZgcV IkrciVY `dbWd( J^eVc( J^aZc dX] Jg^haVeeZc* GZY ji¥sc¥hejc`i ^ <Zg¥higvb %.,,5& dX] Jgd) ZctV dX] JZgZ^gVh %.,,4& iZdg^Zg ¥gjcYVg h^¥ `dcXZeiZi es dkrciVYZ `dbW^cVi^dcZg bZaaVc egd) Yj`iZg dX] iZmi [vg Vii krX`V ^cigZhhZ dX] ^ckdakZgV `jcYZc( k^a`Zi^ h^¥ `Vc v`V `vek^a_Vc %hZ .*. $ .*1&* <jYh`VeZi [vgbZYaVg kVY YZc edh^i^kV `dchZ`kZchZc Wa^g db bVc ]VcYaVg Zc egdYj`i ^ Wji^) `Zc( Ys `dcXZeiZi [vgbZYaVg Zii egdWaZb hdb `jcYZc `Vc ]_raeV i^aa Vii avhV ¥Zcdb Vii ]VcYaV* Js hs hrii h`VeVh Zc WZgriiZahZ hdb krX`Zg cn `Zc]Zi ¥Zcdb Vii WsYZ k^hV Zii egdWaZb bZc dX`hs Zc k^chi crg bVc W^YgVg i^aa Vii avhV egdWaZbZi( cs¥di hdb GZgX]Vci( @dgY dX] MVg¥ZVci %.,-,& hVbi <ZccZii %.,-1& bZcVg `Vc v`V k^a_Vc Vii ¥Z %hZ .*1&* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi `jcYZ an[iV WsYZ egdYj`iZg dX] kZg`hVb]Zi es Zii `dc`gZi hrii dX] Vii YZi kVg ^cigZhhZkrX`VcYZ* ?c hkV¥]Zi Vchs¥h kVgV Vii k^hhV ^YuZg `jcYZ kVgV hksgV Vii ¥Zcdb[vgV %hZ ¥jg 1&*
>Zi VcYgV `dcXZeiZi X` cVbcZi För verkliga människor dX] `db Vii Wa^ Zc `dbW^cVi^dc Vk YZ igZ ^YuZgcV @vg kZg`a^¥V brcc^h`dg( LZaVi^dc dX] JZghdca^¥ eg^haVee* @vg kZg`a^¥V brcc^h`dg
Wn¥¥Zg es Vii [vgbZYaV Zc kZg`a^¥ eZghdch WZgriiZahZ dX] es hs hrii Wn¥¥V igdkrgY^¥]Zi dX] Zc gZaVi^dc i^aa bdiiV¥VgZc k^a`Zi Zca^¥i JgdZctV dX] JZgZ^gV %.,,4& dX] >Zcc^hYdiiZg dX] ;mZcWgVci %.,,4& `Vc eskZg`V `veWZhajiZi %hZ .*. $ .*0&* NVc`Zc bZY `dcXZeiZi kVg Vii YZi h`jaaZ jeeanhV db Vii YZ F^c`ve^c¥h MiVYhb^hh^dc VgWZiVg [vg rg kVca^¥V( kZg`a^¥V brcc^h`dg* >ZccV ine Vk hidgniZaa^c¥ h`jaaZ h`VeV ^¥Zc`rcc^c¥( ZbeVi^ dX] Zc `rchaV Vk hVb]vg^¥]Zi ]dh bdiiV¥VgZc %hZ .*1& dX] [vgbZYaV Vii Zii `ve es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` `Vc kVgV Zii hrii Vii [vgkZg`a^¥V brcc^h`dg* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi ]Vg hiVg` ad`Va Vc`cnic^c¥ hVbi Vii YZi rg gZaVi^dchh`VeVcYZ* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi ^ciZ ]Vg inYa^¥V VhhdX^Vi^dcZg i^aa hZXdcY ]VcY hVbi Vii YZi `grkZg bnX`Zi iZmi dX] Yrg[vg `Vch`Z ^ciZ arbeVg h^¥ dei^bVai [vg Zc hZXdcY ]VcY)Wji^` %hZ ¥jg 2&*
>Zi igZY_Z `dcXZeiZi `VaaVYZh Värdefull dX] kVg Zc `dbW^cVi^dc Vk ^YuZgcV PrgYZ[jaa( JZghdca^¥ eg^haVee dX] Drb[vgZahZ* EdcXZeiZi an[iZ iVc`Zc Vii hV`Zg `Vc ]V da^`V krgYZ [vg da^`V brcc^h`dg WZgdZcYZ es k^a`Zc h^ijVi^dc bVc WZ ccZg h^¥ ^ hVbi Vii krgYZi ^ciZ Vaai^Y a^¥¥Zg ^ YZc egdYj`i bVc `veZg jiVc ^ kVY `veZi `Vc [s WZinYV [vg Zc VccVc brcc^h`V* <jYh`VeZi h`V jeebjcigV `jcYZc Vii ]VcYaV dX] ¥Z ^ch^`i db Vii YZi cch Zii bZgkrgYZ ^ `veZi dX] k^`iZc a^¥¥Zg k^Y Vii iVaV i^aa `jcYZch `rchadg dX] h`VeV ZbeVi^* ?c inYa^¥ WZgriiZahZ db kZg`hVb]ZiZc hdb [vgbZY) aVg `rchadg rg k^`i^¥i bZcVg >Zcc^hYdiiZg dX] ;mZcWgVci %.,,4&( GZgX]Vci( @dgY dX] MVg¥ZVci %.,-,&( <Zg¥higvb %.,,5& hVbi EdchjbZcikZg`Zi %.,-0&* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi rg a^iZ ^ciZihr¥VcYZ dX] igs`^¥i* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi ]Vg Zc ad`Va Vc`cnic^c¥ dX] k^hVYZ es Zii inYa^¥i hrii Vii `jcYZch `ve rg bZc^c¥h[jaai %hZ ¥jg 3&*
Figur 7. Skisser koncept Värdefull
>Zi [_rgYZ `dcXZeiZi ¥gjcYVYZ h^¥ es `dbbZgh^ZaaV hra_WjYh`Ve dX] X` cVbcZi På köpet* C YZiiV `dcXZei `dbW^cZgVYZh ^YuZgcV Js `veZi( . [vg - dX] Jg^haVeeZc* EdcXZeiZi VckrcYZg kVca^¥i [vgZ`dbbVcYZ hra_WjYh`Ve ^ k^chiYg^kVcYZ Wji^`Zg hdb Zii hrii Vii krX`V jeebrg`hVb]Zi* <jYh`V) eZi [vgbZYaVg Zc WZgriiZahZ hdb ¥Zg `jcYZc bdi^k [vg Vii k^a_V ]VcYaV Ys YZi [sg Zc edh^i^k Z[[Z`i [vg `jcYZc dX] [vg VcYgV* @vg eZghdcZc hdb W^YgVg rg YZi Vk hidg WZinYZahZ Vii bdi^k [gVb¥sg [vg Vii h`VeV Zc edh^i^k ^chiraac^c¥ i^aa dg¥Vc^hVi^dcZc dX] k^aa^¥]ZiZc Vii ¥Z %hZ .*0 $ .*1&* EdcXZeiZi [vgbZYaVg Vii eZc¥VgcV bVc WZiVaVg ¥sg i^aa kZg`hVb]ZiZc dX] egdYj`iZc bVc [sg bZY ]Zb Wa^g Zc Wdcjh* ;ii `dcXZeiZi Wn¥¥Zg es `dbbZgh^ZaaV hra_WjYh`Ve `Vc jeeaZkVh WsYZ edh^i^ki dX] cZ¥Vi^ki* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii YZi `Vc jeeaZkVh [vgk^ggVcYZ ^ hVbbVc]Vc¥Zi* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi kVg gda^¥i( ^cigZhhZkrX`VcYZ dX] ]Vg egdYj`i[d`jh %hZ ¥jg 4&*
>Zi h^hiV `dcXZeiZi X` cVbcZi Hipster & hjälte dX] WaZk gZhjaiViZi Vk `dbW^cVi^dcZc Vk ^YuZgcV EVgV`irgZg( J^aZc dX] Jg^haVeeZc* EdcXZeiZi [d`jhZgVYZ es `jcYZc hdb ]VcYaVg es F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY* >Zi Wn¥¥Zg k^YVgZ es Zii `dcXZei hdb F^c`ve^c¥h hiVYh) b^hh^dc YZak^h gZYVc VckrcYZg h^¥ Vk( Vii k^ VaaV `Vc kVgV ]_raiVg jivkZg Vii kVgV YZc bVc rg( i^aa ZmZbeZa eZch^dcrg( ]^ehiZg ZaaZg idcsg^c¥* EdcXZeiZi [vgbZYaVg Vii `jcYZc `Vc Wa^ Zc ]_raiZ dX] avhV hdX^VaV egdWaZb ¥Zcdb Vii ]VcYaV dX] es hs hrii YdcZgV i^aa kZg`hVb]ZiZc* >ZiiV rg cs¥di hdb ]Vg ^ckZg`Vc es `vek^a_Vc ]dh Zc `jcY %hZ .*. $ .*1& EjcYZc [sg WZ`gr[iZahZ ¥Zcdb Vii Wa^ jihZYY i^aa ]_raiZ db YZccZ ]VcYaVg k^a`Zi rg k^`i^¥i [vg Vii v`V YZc edh^i^kV `rchaVc dX] k^a_Vc Vii ¥Z %hZ .*1&* EdcXZeiZih hing`dg Vchs¥h kVgV Vii YZi an[iZg `jcY hskra hdb egdYj`i dX] ]Vg ¥a^biZc ^ v¥Vi* EdcXZeiZih hkV¥]ZiZg Vchs¥h kVgV Vii {]_raiZ)`dcXZeiZi| `Vc jeeaZkVh Vckrci dX] ha^iZi hVbi Vii YZi [Vcch g^h` Vii YZaVg Vk `dcXZeiZi kVg dinYa^¥V %hZ ¥jg 5&*
5.2.1 Valda koncept
Oi^[gsc h`^hhZgcV dX] YZh^¥c gVi^dcVaZ kVaYZh hajia^¥Zc YZ iks `dcXZeiZc bZY VgWZihcVbcZc Js `veZi dX] IkrciVY `dbWd* >ZhhV Vchs¥h ]V hivghi ediZci^Va [vg Vii [jc¥ZgV ^ MiVYhb^hh^dcZch hZXdcY ]VcY)Wji^`Zg( Ys YZ bViX]VYZ `jcYZgcVh WZh`g^kc^c¥ db bdi^k i^aa Vii WZhv`V dX] ]VcYaV es hZXdcY ]VcY %hZ 0*1& dX] a^c_ZgVYZ bZY \ZgV Vk YZ vch`VYZ `kVa^iZiZgcV hVbi idcVa^iZiZc %hZ 1 dX] 1*-&* >Zhhjidb jeeaZkYZh `dcXZeiZc ]V ediZci^Va Vii jiv`Vh dX] [vgcnVh*
EdcXZeiZi Oväntad kombo rg ji[dgbVi [vg Vii krX`V cn `Zc]Zi ¥Zcdb Zc dkrciVY `dbW^cV) i^dc Vk iZmi dX] W^aY* <^aYZc( hdb [vgZhiraaZg Zc egdYj`i( dX] iZmiZc ]Vg ^c¥Zi ¥ZbZchVbi dX] rg irc`i Vii [vgbZYaV Vii cs¥di `Vc kVgV bZg rc kVY YZi [vghi kZg`Vg kVgV* ?c [vg`aVgVcYZ iZmi WZh`g^kZg `deea^c¥Zc bZaaVc egdYj`i dX] iZmi dX] inYa^¥¥vg Vii eZc¥VgcV hdb `jcYZc WZiVaVg crg YZccZ ]VcYaVg ¥sg i^aa F^c`ve^c¥h MiVYhb^hh^dch kZg`hVb]Zi* C YZiiV `dcXZei a^¥¥Zg ji¥sc¥hejc`) iZc ^ YZc dkrciVYZ `deea^c¥Zc bZaaVc gjWg^` dX] egdYj`i Yrg [d`jh ^ciZ rg es `veZi ^ h^¥( jiVc es `dchZ`kZchZc Vk `veZi* PVY eZc¥VgcV ¥sg i^aa [vgbZYaVh ¥Zcdb YZc chi^aiV iZmiZc* RiiZga^¥VgZ Zc YZa ^ `dcXZeiZi rg Zii WjYh`Ve ^che^gZgVi [gsc LZcu GV¥g^iiZh `dchikZg` {>ZiiV rg ^c¥Zc e^eV| hdb [vgbZYaVg Vii hV`Zg dX] i^c¥ `Vc kVgV cs¥di bZg rc kVY YZi [vghi ji¥Zg h^¥ [vg Vii kVgV* C `dcXZeiZi VckrcYh YZiiV [vg Vii krX`V cn `Zc]Zi dX] [vgbZYaV Vii Zc egdYj`i Wa^g i^aa ]_rae [vg Zc VccVc brcc^h`V crg `jcYZc `veZg YZc*
>Zi VcYgV `dcXZeiZi( På köpet( VcheZaVg es igVY^i^dcZaaV hra_WjYh`Ve ^ Wji^`Zg dX] ]Vg( hdb i^Y^¥VgZ WZh`g^kZi( Zii `dbbZgh^Zaai ¥gZee* BjkjYWjYh`VeZi hr¥Zg Vii `jcYZc [sg Zc egdYj`i es `veZi crg YZccZ ]VcYaVg* C YZi chi^aiV [vgbZYaVh hZYVc Vii `jcYZc ^ciZ [sg Zc ZmigV egdYj`i es `veZi( k^a`Zi rg YZc kVca^¥V ^ccZWvgYZc* >Zi hdb [V`i^h`i ]rcYZg rg ^hiraaZi Vii eZc¥VgcV `jcYZc WZiVaVg Wa^g Zc ¥skV i^aa F^c`ve^c¥h MiVYhb^hh^dch kZg`hVb]Zi dX] hdb iVX` [sg `jcYZc YZc kVaYV egdYj`iZc es `veZi* >Zi `Vc hZh hdb Vii `jcYZc ¥Zg Zii Z`dcdb^h`i W^YgV¥ i^aa kZg`hVb]ZiZc dX] [sg Zc egna bZY h^¥ ]Zb hdb Wdcjh* OivkZg YZiiV WjYh`Ve VckrcYh YZi igVY^i^dcZaaV {Eve .( WZiVaV [vg -| [Vhi ^ dbkrcY dgYc^c¥( YZi k^aa hr¥V Eve -( WZiVaV [vg .* EjcYZc `veZg Zc egna bZc eZc¥VgcV ¥sg ^ciZ WVgV i^aa WZiVac^c¥ [vg egnaZc jiVc rkZc ZmZbeZak^h [vg Zii kVgbi bsa bVi [vg Zc ]Zbavh* JgdYj`iZc dX] `jcYZc rg ji¥sc¥hejc`iZc ^ `dcXZeiZi bZc [d`jh \niiVh [gsc `ve Vk
5.3 Utformning av valda designalternativ
Oi[dgbc^c¥Zc Vk YZ iks kVaYV YZh^¥cVaiZgcVi^kZc ^ccZWVg Y^¥^iVa h`^hhZg^c¥( ^chVba^c¥ Vk ^che^) gVi^dc dX] gZ[ZgZchbViZg^Va( [gVbiV¥VcYZ Vk Xden( [did¥gV[Zg^c¥ hVbi Y^¥^iVa egdYjXZg^c¥ Vk `dcXZeiZc*
5.3.1 Digital skissering
Mdb Zii [vghiV hiZ¥ ^ ji[dgbc^c¥Zc Vk YZh^¥cVaiZgcVi^kZc ¥_dgYZh Y^¥^iVaV h`^hhZg Vk YZ WsYV `dc) XZeiZc [vg Vii iZhiV da^`V ^YuZg dX] h`VeV Zc `rchaV [vg ]jg hajigZhjaiViZi h`jaaZ `jccV `dbbV Vii hZ ji* >Z iZmiZg hdb VckrcYZh k^Y h`^hhZg^c¥Zc rg ZmZbeZa [gsc ^Yu¥ZcZgZg^c¥Zc dX] YZc VcVad¥V h`^hhZg^c¥Zc* JgdXZhhW^aYZg [vg YZ WsYV `dcXZeiZc hnch ^ ¥jg -, dX] --*
5.3.2 Inspiration
JVgVaaZaai bZY YZc Y^¥^iVaV h`^hhZg^c¥Zc ¥_dgYZh hv`c^c¥Vg Z[iZg ^che^gZgVcYZ W^aYZg dX] YZh^¥c [vg Vii es hs hrii ji[dgh`V bv_a^¥V ¥gV h`V avhc^c¥Vg [vg WjYh`VeZc* @vg YZiiV VckrcYZh WaVcY VccVi W^aY`ViVad¥)kZg`in¥Zi J^ciZgZhi* @vg `dcXZeiZi IkrciVY `dbWd Z[iZghigrkVYZh Zc bdYZgc gZigd) `rchaV [vg Vii [s `dcXZeiZi Vii eVhhV kra ^c ^ Zc hZXdcY ]VcY)Wji^` dX] hVbi^Y^¥i jeeaZkVh cnii dX] herccVcYZ* pkZc bv_a^¥]ZiZg Vii an[iV Zc Zch`^aY egdYj`i es Zii hbV`[jaai hrii jcYZghv`iZh* Cche^gVi^dc ]rbiVYZh [gsc edaVgd^YW^aYZg( JgZhhWngsch ¥aVhhd¥gVb dX] ¥VbaV egdYj`i`ViVad¥Zg [gsc <gVjc* @vg `dcXZeZi Js `veZi vch`VYZh Zc kVgYV¥a^¥( eZghdca^¥ dX] a^iZ bZg aZ`[jaa `rchaV*
Figur 10. Digitala skisser Oväntad kombo
<^aYZgcV h`jaaZ ^che^gZgV i^aa `ve ¥Zcdb Vii ]V Zii ^cgZYc^c¥h[d`jh dX] [vgbZYaV Vii Zc egdYj`i [gsc hZXdcY ]VcY `Vc eVhhV ^c ^ `jcYZch ]Zb* N^aa YZiiV ]rbiVYZh ^che^gVi^dchW^aYZg [gsc CchiV) ¥gVb dX] ^cgZYc^c¥hgZedgiV¥Z ^ bV¥Vh^c*
5.3.3 Fotografering
C WsYV `dcXZeiZc ]Vg W^aYZg ^ [dgb Vk [did¥gV Zg Zc XZcigVa gdaa( Ys [did¥gV Zg gZaViZgVg i^aa kZg`a^¥]Z) iZc dX] Zc`aVgZ Wn¥¥Zg Zc gZaVi^dc i^aa WZigV`iVgZc %hZ .*2*-&* N^aa [did¥gV[Zg^c¥Zc ascVYZh \ZgV da^`V egdYj`iZg [gsc F^c`ve^c¥h MiVYhb^hh^dch hZXdcY ]VcY)Wji^` [vg Vii `dcXZeiZc h`jaaZ kVgV ¥Zcj^cV* >ZhhV [did¥gV[ZgVh ^ ]Zbb^a_v %hZ ¥jg -.&* @vghi id¥h egdYj`iW^aYZg i^aa `dcXZeiZi {IkrciVY `dbWd| hdb hZYVc h`jaaZ eaVXZgVh es Zc cZjigVa WV`¥gjcY* N^aahVbbVch bZY gjWg^`Zc WaZk YZ Zc haV¥h YZWVii) W^aY hdb krX`Zg [gs¥dg %hZ .*2*-&* >rgZ[iZg [did¥gV) [ZgVYZh b^a_vW^aYZg i^aa `dcXZeiZi {Js `veZi|* >ZhhV kVg irc`iV Vii ¥Z Zc bZg kVgYV¥a^¥ `rchaV dX] ^che^) gZgV WZigV`iVgZc dX] h`VeV Zii ^cigZhhZ [vg Vii k^a_V ]V egnaVg [gsc Zc hZXdcY ]VcY ^ h^ii ]Zb( dX] kVg es hs hrii Zc bZg gZcdYaVY gZ`aVbW^aY %hZ .*2*-&*
5.3.4 Copy
AZcdb WgV^chidgb^c¥ ji^[gsc YZ da^`V `dcXZeiZch ¥gjcY^YuZg id¥h gjWg^`Zg dX] WgvYiZmi [gVb %hZ ¥jg -/ $ -0& [vg Vii [vgbZYaV WjYh`VeZc* >Zc Vc¥^kcV idcVa^iZiZc ^ YZc ¥gV h`V egd aZc [vg F^c`ve^c¥h MiVYhb^hh^dc VckrcYZh hdb ji¥sc¥hejc`i* @aZgV iZmiVaiZgcVi^k [vg `dcXZeiZch da^`V YZaVg id¥h [gVb dX] `jcYZ hZYVc _rb[vgVh dX] `dbW^cZgVh [vg Vii jikZX`aVh* P^Y [gVbiV¥VcYZi Vk gjWg^` i^aa `dcXZeiZi IkrciVY `dbWd iZhiVYZh dgY dX] bZc^c¥Vg hdb {Mrc¥ [vg cViiZc| dX] {?c kVgb hrc¥| ^ccVc {?c ¥dY cViih hvbc| kVaYZh* N^aa Js `veZi iZhiVYZh \ZgV da^`V iV¥a^cZh( cs¥gV Vk YZhhV kVg {>Zi rg b^a_vkrca^¥i dX] cs¥di VaaV i_rcVg es|( {@vg Vii k^ ¥^aaVg siZgVckrcYc^c¥| dX] {;aaV i_rcVg es YZi* >j( b^a_vc dX] Y^c ¥gVccZ+Y^c crhiV+Zc bZYbrcc^h`V+ksgi hVb]raaZ+ ksg hiVY*| MVbbVciV¥Zi Vchs¥h YZi k^`i^¥i Vii iZmiZgcV h`jaaZ k^hV es Zc edh^i^k [vgrcYg^c¥( kVgV ^c`ajYZgVcYZ( jeebjcigV i^aa `ve dX] ^cW_jYV i^aa ]VcYa^c¥ dX] Vii YZiiV inYa^¥i [vgbZYaVYZh ^ YZc kZgWVaV [vgVc`g^c¥Zc*
@vg WsYV `dcXZeiZc Vchs¥h YZc kZgWVaV [vgVc`g^c¥Zc kVgV Vk¥vgVcYZ %hZ .*2*.&* LjWg^`ZgcV kVaYZh [vg Vii h`VeV jeebrg`hVb]Zi bZc dX`hs ¥Z bdiiV¥VgZc Zc aZYigsY db WjYh`VeZih `rgcV* C Ikrc) iVY `dbWd [sg bdiiV¥VgZc bv_a^¥]Zi Vii [vghi YgV Z¥cV hajihVihZg `g^c¥ kVY gjWg^` dX] egdYj`i es edhiZgc ]Vg ¥ZbZchVbi dX] YrgZ[iZg [s [vg`aVg^c¥Zc ^ WgvYiZmiZc* LjWg^`ZgcV ^ `dbW^cVi^dc bZY YZ [did¥gV[ZgVYZ egdYj`iZgcV h`jaaZ ^ciZ ]V cs¥dc h_rak`aVg `deea^c¥( _jhi [vg Vii cn `Zc]ZiZc Vii k^a_V arhV k^YVgZ h`jaaZ v`V* C Js `veZi VckrcYZh Zii kZYZgiV¥Zi `dbbZgh^Zaai WjYh`Ve ^ gjWg^`ZgcV hdb ^ hVbbVc]Vc¥Zi kVg irc`i Vii krX`V jeebrg`hVb]Zi* >Zc kZgWVaV [vgVc`g^c¥Zc ^ WgvYiZmiZc kVg Yrg[vg ZmigV k^`i^¥ [vg Vii `jcYZc h`jaaZ [vghis WjYh`VeZi ^ Js `veZi*
