Since researching David Carson during the Editorial module, I have come to realise the importance that sociology plays in Graphic Design, especially in relation to Branding and Advertising, my favourite areas of study. David Carson's education was not actually in design, but rather he studied Sociology at degree level and chose to redirect his career after attending a two week Graphic Design workshop. His flair for emotive typography was likely driven by a deep understanding of his audience.
Sociology is the study of groups and societies, and how they interact. It studies cultures and how they form, as well as why people identify with one another, or concepts.
There are said to be 7 areas of sociology:
1) Social Organisation - This is the study of how people identify and the groups they fit into. In design we can use this information in order to narrow down our target market, understand their habits and adjust our message to speak directly to them.
2) Social Psychology - This refers to the attitudes and beliefs of social organisations. This area can be used in design to gauge how a demographic may react to a piece of design, or to make it more relatable. It will also aid us in narrowing down our target market, by allowing us to see who may need it because of lived experiences and attitudes. ie, targeting caffeine products at tired Mums speaks directly to their experience and emotion.
3) Social Change - This refers to changes in the physical environment, this year has been a fantastic example of this, in how COVID changed our buying habits and how we as designers had to take that into account. There is also the emotional aspect to consider in design, as changes often affect how the consumer will feel. Technology is also a consideration to be made, especially as advancements change how we interact with one another, thus creating more platforms and creative ways of conveying our message.
4) Human Ecology - This is how a group interacts with their environment, with studies showing the increase of social issues in urban areas. Although not fully relevant in design, it could help us to consider placement of campaigns, in order to reach the correct demographic.
5) Population and Demographics - This area of study is concerned with the study of population number, composition, change, and quality and how these factors influence the larger economic, social, and political systems. In design, this is closely linked with social organisation.
6) Applied Sociology - This is using sociology in order to solve problems that we see in society. We can use this in design by remaining moral and ethical in our work, for example, addressing stereotypes in advertising that could be harmful when adopted by society. This is my favourite area of sociology, as it addresses the influence over society we have as designers.
7) Sociological Methods & Research - This is the theory behind people's actions and behaviours. This is incredibly useful to us as designers when we are preparing a campaign or brand identity, as it allows an insight into our target market. Ways in which we can do this are by undertaking market research, assessing competitors and public reaction to those, and developing our skills so that we can appeal directly to them.
