RP-Department of Art and Design

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Browsing RP-Department of Art and Design by Author "Vikiru, George"

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    Design Thinking as a Consumer-Centric Approach in a Segmented Market
    (Africa Design Review Journal, 2023) Owano, Elizabeth; Vikiru, George; Baya, Chai
    According to Peppers and Rogers (1993), the evolution in the art of marketing over time is glaring. Today, marketing focuses on the consumer, as they tend to buy the experience of a product more than what the product (or service) offers. This is possible as the market is not generalized but is segmented enabling consumer cohorts to think about and expect different results from a single product. It is therefore imperative that to sell, producers must understand the needs and expectations of their target consumers. This approach is called consumer-centrism. It is similar to Design Thinking, a process that demands re thinking the creative process to incorporate co-creation and end-user engagement. Some brands, however, are ignorant of this process, which eventually has a negative impact on their market success and the brand loyalty of their target consumers (Shute & Becker, 2010). The objective of this paper is therefore to demonstrate a methodological presen tation of the Visual design thinking process, a type of consumer-centric approach in a seg mented market. A case study design was used in the study, which employed qualitative research methods. The study was carried out in the Department of Fine Art, Kenyatta University, Nairobi, Kenya. The subjects of the study are two segmented groups: mil lennials (born 1979-1995) and centennials (born 1996-2010). The results were presented in four phases of the Design Thinking process, which were applied to re-designing the publicity materials of the Kenya National Library Service, a State department of the Ken ya government, based on the needs of the target consumers. With a thorough application of design thinking in marketing, it is expected that the brand equity and loyalty of the redesigned publicity materials will enable the millennials and centennials to be more responsive to the institution and the services it offers.
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    Efficacies of 2-D Animation in Health and Security Communication
    (Chemchemi International Journal of Humanities and Social Sciences, 2015) Vikiru, George
    Health is categorized as a security issue as its lack causes individuals to fall ill, be disabled or die. Being deficient of health can therefore disrupt entire populations, economies, and governments. The Copenhagen School proposed the Securitization Theory that could be applied in the identification and response to given health threats. Part of the theory’s strategy is the use of effective communication in mobilizing groups that would combat identified health threats. Other studies have reported the use of 2-D Animation, a type of ICT-based solution, as gaining currency in situations where it is important to get the message through to communities and have it correctly internalized. This paper puts a case for the utilization of 2-D Animation for effective communication in society for health and security. It reports a study that sought to establish whether 2-D Animation was effective in communicating good hygiene practice messages to children in Githurai Location, Kiambu County, Kenya. The study first identified how good hygiene practice messages were being communicated in the area. An experimental target group was then treated with a 2-D animation developed for study before psychometrics were applied to determine its efficacy in effectively communicating the messages. Data obtained was analyzed using independent t-tests and a one-way Analysis of Variance (ANOVA) of the Statistical Package for Social Sciences (SPSS). The findings showed a significant difference between the experimental group and the control group that had not been treated with the animation (t (292) =5.031, p ˂ 0.001). The findings further indicated a significant difference in all the thinking skills of the Bloom’s Taxonomy of Educational Objectives of the Cognitive Domain except evaluation. The results therefore put a case for 2-D Animation’s consideration as an ICT mitigator for effective communication in society for health and security.
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