The role of spokes characters in contemporary website design : using illustration and personality to humanise a service industry web interface : a thesis for fulfilment of a Master of Design, College of Design, Fine Arts and Music, Massey University, Wellington
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Date
2005
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Massey University
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Abstract
According to recent literature, character identities employed within advertising have played
powerful roles in the creation of many a brands personality. In doing so they have established
themselves as a graphic representative for the product/service they symbolise. With the advent of
digital technologies the ‘spokes character’ has been increasing in popularity. Particularly with
control now being given to the user through interaction.
The web, with consumer accessibility now close to one billion (eMarketer. 2005), still only offers
limited download speeds for the user seeking greater infotainment based content, even with the
implementation of broadband technology. This presents an ideal platform for the drawn character as
compared to digital video due to the smaller file sizes. Additionally, the drawn character has the
ability to visually align with a service or products core function, along with the capability to
present information through the medium of storytelling.
This research hypothesises that an animated spokes character within the online interface would help
humanise the web experience for the consumer. Not only would a character evoke greater pleasure (by
aligning story and ease of use), it would be preferable to a targeted user in comparison to a
non-character site delivering the same information.
In testing this hypothesis the Chiropractic industry was chosen as the trial vehicle due to limited
consumer awareness on the subject. Two semi-functional sites (character and non-character) were
designed based on feedback from a CIT (Communication and Information Technology) professional and
presented to seven consumer participants within a group interview situation.
Two methodologies employing a divergence/convergence approach were adopted within this study:
exploratory research in terms of an investigation into literature and business uncovered key
qualities of the spokes character from likeability and gender issues to nostalgia and brand. The
purpose was to establish design criteria in the creation of a communications tool and the
convergence process. This was achieved by action-based research through design where the character
was realised within an industry aligned application (prototype).
Consumer predilection of the semi-functional prototype revealed three benefits of the
spokes character site over the same non-character site: a more enjoyable user experience; shorter learning time involved in assimilating the material offered from the site; and a higher level of trust.
However a group interview of the size used can provide only an indicative result. This thesis
advocates character potential within web design; not just as a humanising feature, but also as an integral part of the storytelling process.
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Keywords
Advertising characters, Graphic arts -- Data processing, Web sites -- Design, Human-computer interaction