Visual Research: Why It's Necessary and How It's Done

Contents:

• What is visual research
• Who conducts visual research and why
• What is needed for visual research

Matvey Malkin, a student at the HSE School of Art and Design, and curator Evgeny Grigoriev share their recommendations for analyzing observed data. They explain how to properly structure the analysis process and offer helpful tips to improve observation skills and data interpretation. These methods can be useful for both students and professionals seeking to improve the quality of their work in design and analytics.

What is visual research

Visual research is based on a detailed analysis of the observable characteristics of phenomena or objects. It focuses on the study of visual aspects, which allows for a deeper understanding of the nature and characteristics of the subject under study. This approach helps identify key elements that may be important for further analysis and interpretation of the data.

The scientific method is the foundation of research in fields such as anthropology, sociology, and ethnography. In these disciplines, researchers closely observe everyday practices, artifacts, and cultural phenomena. They collect and analyze visual attributes and the effects these elements produce in cultural contexts. This approach allows for a deeper understanding of the interaction between culture and society and the patterns that shape people's daily lives. Using the scientific method in these fields promotes a more accurate and objective study of social phenomena.

Visual research is a method that allows for a deeper understanding and analysis of information through Visual tools. This approach helps uncover hidden patterns and connections that might be missed by traditional analysis methods. Visual data can facilitate the perception and interpretation of complex information, making visual research an indispensable tool in various fields, such as marketing, sociology, and science. Effective use of visual research improves decision-making and enhances the quality of conclusions. It is important to remember that successful visual research requires high-quality data and the right visualization tools.

• Observing and analyzing is not only, or primarily, about aesthetics.

Visual research emphasizes both the aesthetically unappealing and the familiar, the strange, the decorative, and the everyday. This allows for a deeper understanding of the diversity of visual objects and their impact on our perception. Studying these elements helps to reveal the multifaceted nature of visual culture and expand our understanding of the world around us.

Bachelor's student The HSE School of Design offers students unique knowledge and skills in design, opening the door to a successful career in this creative industry. Studying at one of Russia's leading educational institutions provides access to modern methods and technologies, as well as the opportunity to interact with experienced faculty and professionals. The bachelor's program covers subjects such as graphic design, web design, architectural design, and many others. Students actively participate in projects and competitions, allowing them to apply their acquired knowledge and develop their creative abilities. Studying at the HSE School of Design is a step toward a successful career in the world of design.

My favorite projects focus on the study of everyday and mundane objects that often remain out of sight. Such objects are rarely the subject of in-depth analysis or discussion, although they can contain important conclusions and ideas. Exploring these aspects allows us to discover new horizons and understand how the ordinary elements of our lives influence our perceptions and behavior.

Finding beauty in everyday life is an amazing and inspiring process. Every day, we encounter countless moments that may be perceived as mundane, but upon closer examination, reveal unique aspects and details. This ability to see beauty in ordinary things enriches our lives, helps develop creative thinking, and increases happiness. By discovering beauty in ordinary phenomena, we learn to appreciate the world around us and fill our days with positive emotions.

• It is always done for a meaningful purpose.

Recording the visual characteristics of objects, such as photographing interesting graffiti, is not enough for a full-fledged study. Every research project must clearly formulate a main question and a hypothesis that require confirmation or refutation. This ensures a structured approach and allows for the production of meaningful results.

Effective visual research requires a clear hypothesis that can be answered affirmatively or negatively. Without this hypothesis, the study risks turning into a lengthy narrative without scientific significance. In this case, it's simply a narrative about the evolution of a subject or practice, which doesn't meet the criteria of a full-fledged study. Formulating a proper hypothesis is key to focusing on specific aspects and drawing valuable conclusions from the study. Collecting visual information without a preliminary hypothesis isn't a sign of poor work; it represents a different approach that shouldn't be judged as visual research. This method can open up new perspectives and possibilities for analysis, allowing researchers to obtain valuable data and observations that might otherwise go unnoticed. It is important to understand that each approach has its own characteristics and goals, and these should be assessed in context.

• This is a comprehensive, systemic study of a specific topic.

The researcher must take into account many aspects and analyze the connections between visual elements and social, cultural, and behavioral practices. It is a comprehensive approach that allows for a deeper understanding of the impact of visual communications on society and culture. Such analysis can help identify patterns and trends, and assess how visual elements shape people's behavior and perceptions.

• Visual research is not the same as mood boards and refboards.

Mood boards are creative collections of visual information that help convey mood, demonstrate examples, and outline the desired image. Visual studies have a deeper approach: they include specific objects and precise descriptions of facts, and are created not only to form a visual series but also to gain new understanding of visual aspects in culture. Mood boards and visual studies are important tools in the fields of design, art, and marketing, allowing professionals and enthusiasts to explore and develop their ideas.

Reading is an important aspect of our lives. It promotes thinking, broadens horizons, and improves literacy. Books, articles, and various resources provide unique opportunities to gain new knowledge and skills. It's important to choose quality sources of information to make the most of your time. Modern technology makes it easy to find and read materials on any topic, opening the door to self-education and professional growth. Maintain an interest in reading and regularly update your knowledge to stay competitive in a rapidly changing world.

Mood board for designers and clients: how to create one correctly

Creating a mood board is an important stage in the work of a designer and client, helping to visualize the ideas and concepts of a project. A properly created mood board facilitates a better understanding of goals and expectations and facilitates communication between the parties.

The first step in creating a mood board is defining the theme and goals of the project. You need to clearly articulate what exactly you want to convey through visual materials. This could be a specific style, color palette, textures, or emotions that should be reflected in the final product.

The second step is finding inspiration. Use a variety of sources: magazines, the internet, social media, and design platforms. Collect images, fonts, color schemes, and other elements that align with your concept. It is important that all collected materials are interconnected and support the overall idea.

The third step is organizing the materials. Create a collage or digital board on which you can display all the collected elements. Make sure the mood board is not overloaded with information. It should be clear and easy to perceive. Use the space effectively to highlight key elements.

The fourth step is discussing the mood board with the client. Present the created materials and discuss how well they meet the expectations and objectives of the project. Be open to criticism and be prepared to make changes based on the feedback you receive.

A good mood board is more than just a collection of images; it's a powerful tool for visualizing ideas and creating a successful design. By following these guidelines, you can create a mood board that will help you and your client achieve the best results for the project.

The HSE School of Design's undergraduate program is part of an educational program that trains design specialists. The program encompasses various disciplines, such as graphic design, industrial design, and web design. Students have the opportunity to develop creative skills, master modern technologies, and work on real-world projects. The HSE School of Design offers unique opportunities for practical work and collaboration with industry professionals, allowing graduates to successfully integrate into the labor market.

My favorite projects focus on exploring everyday things that often go unnoticed. These everyday aspects of life rarely become the subject of in-depth analysis or conclusions. However, it is precisely in such topics that we can find rich potential for understanding the world around us and generating new ideas.

Finding beauty in everyday life is an amazing art. Every day we encounter countless little things that can bring joy and inspiration. It is important to be able to notice these moments that make our lives brighter and richer. Ordinary things, such as morning light, the sound of rain, or the aroma of freshly brewed coffee, can become a source of inspiration and happiness. By discovering beauty in the ordinary, we learn to appreciate the moments and find harmony in the world around us.

Proper visual research should be based on a clear hypothesis that can be answered affirmatively or negatively. The absence of such a hypothesis makes the research merely a lengthy narrative rather than a full-fledged analysis. In this case, it becomes merely a story about how an object or practice developed and loses its scientific value. For visual research to be effective, it is necessary to formulate a clear question that will guide the entire process of data analysis and interpretation.

Collecting visual information without a preliminary hypothesis is not a sign of poor quality work. Rather, it represents a different approach that should not be assessed as visual research. This method can be useful in a variety of contexts, allowing for the collection of data and observations that can be interpreted and analyzed later. It is important to understand that different genres of visual analysis have their own goals and methods and should not be confused.

Who and Why Conducts Visual Research

Visual research represents both stand-alone projects and effective tools within larger studies. It plays a key role in analyzing the relationship between visual elements and social, economic, and political practices. The use of visual research allows for a deeper understanding of how visual formats influence the perception and interpretation of information in various contexts. This makes visual research indispensable in the study of contemporary culture and society. The use of these elements is crucial in various fields. They are essential for optimizing processes, increasing efficiency, and improving the quality of results. It's important to consider their role in today's world, where competition is intensifying and demands on products and services are becoming increasingly stringent. These elements help not only solve current problems but also inform long-term development strategies. Their use can achieve significant benefits, such as improving user experience, increasing sales, and strengthening market positions. Therefore, their implementation and competent application are important steps for achieving success.

• Contemporary artists study practices, objects and values, interpret them in a new way, create new works and statements.

• Architects need to adequately fit buildings into the landscape, social and cultural context of the area.

• For professionals from the film industry - make-up artists, costume designers, scriptwriters - to correctly or, conversely, unexpectedly convey the mood of time, place and characters in the shooting.

• Couturiers, historians and theorists of fashion, to find connections between the political and economic context and clothing, makeup, hairstyles and meaningfully work with archives and trends.

• Graphic designers to develop personal creative projects and deeply explore ideas, materials, methods, and mediums for commercial work.

Designers mainly focus on visual research, which serves not only for professional activities, but also for study, self-education, and creative inspiration. Their work is aimed at creating unique solutions that meet the needs of clients and society as a whole. Visual research helps designers develop skills, expand their horizons, and find new sources of inspiration for their projects.

• Analysis of materials helps us understand how images, letters, and visual communication techniques create meaning in visual communications and what reactions they can evoke.

• Visual research helps visualize complex images and explain the context in which they exist.

It is important to consider cultural differences between the designer and the client, as this can significantly impact the work process and the final result. Understanding these differences helps avoid misunderstandings and facilitates more effective collaboration. By taking cultural considerations into account, the designer can create a more relevant and engaging product that will meet the client's expectations.

• And, like any deep research that needs to be analyzed and its findings presented to others, this work develops skills in writing, critical thinking, experimentation, presentation of information and discussion about ideas.

Curator of the specialization "Font. Book. Typography" and teacher of special technologies at the HSE School of Design in St. Petersburg. The specialization covers key aspects of typography, book design, and font design, allowing students to gain a deeper understanding of the importance of these elements in visual communication. The educational process includes theoretical and practical classes aimed at developing skills in typography and publishing projects.

During pre-project visual research, which often goes unnoticed, many interesting discoveries can be made, sometimes even surpassing the final result. These studies are a method for exploring and testing a specific working hypothesis. It is important to note that in such studies, the author should not express their personal opinion; the main focus should be on the evidence and justification supporting the hypothesis. This allows for a deeper understanding of the subject and improves the quality of the final product.

Visual Studies are an independent creative process that involves working with various archives, artifacts, photographs, and found objects. This approach is applied to art historical and artistic projects, such as the creation of books, exhibitions, and websites. Researching visual materials allows for a deeper understanding of cultural contexts and artistic practices, and also contributes to the formation of new interpretations and ideas in contemporary art. By using a variety of sources, Visual Studies opens new horizons for the analysis of visual culture and its impact on society.

Curator of the specialization "Font. Book. Typography" and teacher of special technologies at the HSE School of Design in St. Petersburg. An experienced specialist in typography and design, he teaches students contemporary approaches to typeface creation and book layout, emphasizing the importance of typographic solutions in the visual communication process.

Pre-design visual studies represent an important stage in the development process, although their results often remain unnoticed. These studies are a way to explore and test a working hypothesis. It is important to note that in such studies, the author should not express personal opinions, but rather emphasize evidence and facts. This allows for well-founded conclusions and improves the quality of the final product, based on the obtained data and analytical results.

Visual Studies are an independent creative process that involves working with various archives, artifacts, photographs, and found objects. This approach is applied to art historical and artistic projects, such as the creation of books, exhibitions, and websites. The importance of visual studies lies in their ability to uncover new aspects of art historical analysis and artistic expression, bringing fresh ideas and interpretations to a variety of projects.

What is needed for visual research

For each visual study, the author is required to prepare a thorough description of the research goals and objectives, as well as justify the choice of methods and tools. It is important to detail the data collection process, indicating sources and methods of analysis. The author must consider the audience of the study to ensure the clarity and accessibility of the presented results. It is also necessary to consider the relevance of the research topic and its connection to existing scholarly and practical aspects. Finally, it is important to provide recommendations on the further use of the obtained data and their significance for the development of the relevant field of knowledge.

• define the topic, hypothesis, and plan;
• define the method;
• collect relevant facts;
• analyze and present the collected data according to the plan and method;
• draw a conclusion.

There is no strict and mandatory list of sources for collecting information as part of research. However, several key areas can be identified that are recommended to be consulted. These can include scientific articles, specialized journals, books, official reports, as well as resources of universities and scientific institutions. In addition, online databases and archives containing primary sources can be useful. Referring to verified and authoritative sources will help ensure the reliability and relevance of the collected information, which is critical to the successful completion of any research.

Archives and museum libraries provide the opportunity to study a variety of photographs, videos, maps, infographics, and graphics. These resources are valuable sources of information for researchers, students, and anyone interested in history and culture. Museums offer unique collections that can help provide a deeper understanding of various aspects of human activity and social development. Access to such materials contributes not only to scientific research, but also to the popularization of cultural heritage.

In the digital sphere, we recommend paying attention to the following areas:

• Tate Museum Portal.
• Rhizome Artbase.
• Visual Archive of the Library of Congress of the United States.

• Documentary footage section on Getty Images.

Examples of everyday, daily, and mundane content from real and digital environments. These examples cover various aspects of our lives, including interactions with the surrounding world and the use of digital technologies. Importantly, such samples can include both physical objects and virtual elements reflecting current trends and habits. By analyzing these samples, we can better understand how they influence our behavior and perceptions.

It is useful to study the information on the following websites:

• Scrnshts gallery,
• archive of all internet pages.

I conducted a visual study of subtitles in video games to understand why some are perceived as high-quality and others as low-quality, despite the fact that in both cases we are talking about functional texts. The source material for the analysis was video games for which I took screenshots of subtitles. This study highlights the importance of the design and adaptation of subtitles to game content, which in turn affects the overall perception of the game by users.

The research conducted as part of the training module was able to collect unique material on this topic. Despite the presence of only a few posts on Pikabu and Reddit, which contain only images from games, an in-depth analysis and comparison of information was not presented. This creates the opportunity for more detailed study and discussion, making our material a valuable contribution to the field.

Visual content often requires experimentation to understand how research works. For designers, this process is a new genre, and there are currently no clear methodological guidelines. However, my experience creating longform pieces on pop culture, music, and fashion has given me a deeper understanding of how to structure analytical research. This approach allows you to more effectively build meaningful and informative materials, which is especially important in today's digital space.

Finding a quality source of information on a specific topic is not an easy task, since each project may have its own unique A resource that will become the primary one. For example, in a study about road signs, my key source of images was Wikimedia Commons. It was there that I was able to find a 5K photo of a damaged road sign from Bangladesh, which significantly improved the quality of my project.

An effective way to discover additional important sources of information is to carefully examine the source citations in the materials you have already found. For example, the references section of Wikipedia can contain many valuable primary sources. By delving deeper into the content, you can discover new perspectives and enrich your knowledge.

All resources have their value, but they can be divided into "deep" and "shallow." Both types can be useful in research, but preference should be given to high-quality sources. Google Scholar is one of the best tools for finding such valuable materials. It is a unique platform that provides access to research articles, dissertations, and other academic publications, making it an indispensable resource for researchers and students.

Matvey Malkin is a famous name in the world of hockey. He is an outstanding forward who has achieved significant success throughout his career with both his clubs and the national team. Malkin has demonstrated exceptional skill and high scoring performance in his performances, making him one of the most valuable players in the league. His athletic achievements include numerous awards and titles, as well as recognition among fans and experts. Matvei continues to inspire a new generation of hockey players, demonstrating that perseverance and hard work can lead to outstanding results on the ice. There are several high-quality and in-depth visual studies in Russian that deserve attention. These studies offer unique approaches to analyzing visual data and help better understand its meaning in various contexts. They cover a wide range of topics and provide valuable insights for researchers and practitioners in the field of visual communications.

• "The Politics of Gesture" by Ekaterina Mordvinkina.
• "The Development of Cyrillic Antiqua and Its Features in Hand-Drawn Fonts" by Antonina Samokhina.

• "Infographics in the Hands of a Social Worker, Journalist, Artist, and Politician" by E Ren Che.
• "Human Perception by Machines and AI" by Arina Semenenko.

• "Vinyl Record Label Design" by Sofia Syrovatskaia.
• "Visual Study of USSR Wristwatches" by Valentina Badal'iants.

• Image of the naked female body in Soviet cinema by Daria Kraskina.

Curator of the specialization "Font. Book. Typography" and teacher of special technologies at the HSE School of Design in St. Petersburg. In my work, I focus on teaching students the basics of typography and book design, providing a deep understanding of font solutions and their application in various projects. My goal is to develop students' skills in creating high-quality and aesthetically pleasing print and digital content.

For examples of high-quality visual research, I highly recommend checking out the following resources:

• Bilderatlas Mnemosyne,
• Batia Suter,
• Blind Finch Books.

Matvey Malkin is an outstanding athlete and famous hockey player, known for his achievements in the National Hockey League (NHL). Born in Russia, he began his hockey career at an early age, quickly demonstrating his talents. Malkin became a key player for the Pittsburgh Penguins, with whom he won the Stanley Cup multiple times. His prowess on the ice, ability to read the game, and outstanding technique make him one of the most valuable players in the hockey world.

Throughout his career, Matvey Malkin has not only earned individual awards like the Hart Trophy but also become a symbol of the team, inspiring young athletes around the world. His contribution to hockey is invaluable, and he continues to be a significant figure in the sport.

The more time you devote to visual research, the better the result. Regardless of the chosen topic, the subject of research will reveal new aspects that you will want to explore and illuminate. If you don't have enough time, you will have to forego a significant amount of material, which can cause discomfort and a feeling of insufficient professionalism. Properly planning your research time allows you to gain a deeper understanding of the topic and present higher-quality, more well-developed content.

In a real-world setting, where deadlines are essential, the minimum time for a full visual research cycle is one and a half months. This period includes all stages of the work, from the initial analysis to the final design. Adherence to timelines is critical to the successful completion of projects and the achievement of set goals.

The full cycle includes all stages of the process, from initial planning and development to final implementation and analysis of results. It covers design, production, testing, implementation and subsequent maintenance. This approach helps ensure the high quality of the final product and its compliance with user requirements. The full cycle helps optimize resources and time, which in turn increases team efficiency and customer satisfaction. When considering the full cycle, it is important to consider each stage to achieve the best results and ensure sustainable business growth.

• searching for sources;
• categorization;
• constructing a research narrative;
• "packaging" in the form chosen for presenting the project: this could be a book, a longread, a special project website, etc.

Of course, research that took an entire year to complete has greater depth and sophistication compared to one that was devoted to just a month. However, if the topic is sufficiently narrow and the researcher already has the necessary knowledge in this field, it is entirely possible to create a high-quality longread. This can later serve as the basis for new projects. However, if you ask the average Higher School of Economics student about the time they spent on their latest visual research, the most common answer will be 2-3 days without sleep. My personal best is 14 hours, and I'm not proud of it.

The more time you spend thinking about a project, the easier its implementation will be. Once the concept is clearly formed in your head, transferring it to the screen takes only a couple of days. However, if the image is not clearly defined, the process can drag on. Igor Gurovich noted in one of his lectures: "I teach students to spend as much time as possible thinking about projects so that they can then quickly implement them." This approach helps avoid unnecessary mistakes and improves the end result.

I don't believe there is a specific time when you shouldn't start a project. If you have the desire and inspiration, there is no need to limit yourself. Without the inner drive, starting a project is pointless. If you're passionate about researching the protest practices of fast-fashion workers, go for it! Even if you don't complete the project or are dissatisfied with the result, it's a great opportunity to set a reminder in your calendar and return to it in a few months with new ideas and perspectives. Get started, and you can gain new knowledge and experience on this important topic.

I conducted a visual study of subtitles in video games to understand why they are perceived positively in some games and negatively in others, despite the fact that they are utilitarian texts in both cases. My study was based on screenshots from various video games, illustrating different approaches to the design and presentation of subtitles.

As part of the training module, in-depth research was conducted, which allowed me to collect unique materials on this topic. There are only a few posts online on platforms like Pikabu and Reddit, mostly containing images from games. However, research and detailed analysis of the context are virtually nonexistent. This underscores the value of the collected information and the need for further research.

When working with visual content, you often have to rely on your own intuitive skills and experience to understand how to conduct research. This is a new approach for designers, and there are currently no clear methodological guidelines. However, my experience creating longreads about pop culture, music, and fashion has provided the foundation for a deeper understanding of analytical work. This allows me to build more structured and meaningful research that can be useful for both professionals and a general audience.

Finding a quality source of information is a task that depends on the specific research topic. For every field, you can find a resource that will be key to your project. For example, in my research on road signs, I found Wikimedia Commons to be my primary source of images. It was there that I found a high-resolution 5K photo of a damaged road sign from Bangladesh.

An effective method for finding additional valuable sources is to analyze the references in existing materials. For example, the references section of Wikipedia can contain many useful primary sources. Pay attention not only to the titles but also to the content to discover useful information and expand your knowledge.

In the world of information, there is no division between "important" and "unimportant" resources—there is only a distinction between "deep" and "shallow" sources. Both types can be useful in the research process, but high-quality, deep sources should be preferred. Google Scholar is a unique platform that allows you to find high-quality scholarly articles and research. The use of such resources significantly increases the reliability and validity of the collected information.

Curator of the specialization "Font. Book. Typography" and teacher of special technologies at the HSE School of Design in St. Petersburg. Possessing deep knowledge of typography and design, I strive to convey to students the importance of font and books as key elements of visual communication. My goal is to help future professionals develop the skills necessary to create harmonious and functional designs based on typographic principles.

For examples of qualitative visual research, I highly recommend visiting the following resources. These platforms offer a variety of examples that will help you better understand data visualization methods and approaches.

• Bilderatlas Mnemosyne,
• Batia Suter,
• Blind Finch Books.

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