A co-design approach to enable dance theatre companies in South Africa to communicate with diverse audiences

Contemporary dance theatre companies often lack the in-house knowledge to design effective marketing materials and visual communication design materials. This research asks the question: In what ways can dance theatre companies in South Africa be assisted in developing effective marketing and visual communication design materials?The research methodology is qualitative and informed by design thinking and co-design, providing an understanding of the real-world nature of the problem. Throughout the data gathering and analysis phases and moving towards finding possible solutions, the design thinking approach engaged the researcher and stakeholders in a problem-solving and innovation mindset. Co-design fostered a collaborative approach to the research, empowering stakeholders to participate actively in an iterative design process.The findings confirmed the challenges facing dance theatre companies in South Africa and the lack of in-house knowledge to design effective marketing materials. Co-design was used to develop a prototype digital app. This human-centred design intervention is designed to simplify the complex task of designing marketing materials for dance theatre companies.

当代舞蹈剧场企业普遍缺乏自主设计高效营销物料与视觉传达设计物料的内部专业知识储备。本研究提出核心研究问题：可通过何种路径助力南非舞蹈剧场企业开发出高效的营销与视觉传达设计物料？本研究采用定性研究方法，以设计思维（design thinking）与协同设计（co-design）为方法论支撑，以深入理解该问题的现实本质。在数据收集、分析直至探寻可行解决方案的全流程中，设计思维方法引导研究者与利益相关方（stakeholders）以问题解决与创新导向的思维模式开展研究工作。协同设计则为研究构建了协作式研究路径，赋予利益相关方在迭代设计流程中积极参与的能力。研究结果证实了南非舞蹈剧场企业所面临的上述困境，以及其在设计高效营销物料方面内部专业知识储备的匮乏。本研究通过协同设计开发了一款数字化应用原型。该以人为中心的设计（human-centred design）干预方案，旨在简化舞蹈剧场企业设计营销物料这一复杂任务。