INSIGHTS
CRAFT COMMUNITY
Craft making is the only means of livelihood because it's a family practice and that's all they’re taught, exposed to, and pass on.
Craft making is part of the maker’s identity and living culture
Crafts are geographical and are made for local consumption and locally produced. They’re tailored for the local users.
Younger generation - not willing to learn / doesn't want to take it up as a profession
For the maker, crafts are a part of lifestyle, means of sustenance and an element of their identity
Craftspeople’s strength lies in their accurate skills, knowledge and dedication to craft making.
VALUES
Craft makers tend to have a great respect for the material, available resources and the environment VALUES
Craft making skills are Hand done, intuitive, offers a greater connection with the material VALUES
Crafts and craft makers have always been customisation friendly. Crafts address the primary need. VALUES
Materials used for crafts are mostly environmentally friendly and sustainable. VALUES
Most craft products are easy to customise, are one off pieces, unique and the makers are usually very experimental
The general idea of repair, a skill that was integral to the indian culture and society is becoming more and more relevant because of the awareness around sustainability and slow fashion.
Essential life skills can be taught using crafts as a medium.
PERCEPTIONS OF CRAFT
Crafts are seen as culturally/traditionally relevant and rich
Crafts are an identity of user & maker.
People tend to sympathise with craft makers.
People who have grown up with craft used around them, subconsciously continue using it.
Most craft products are perceived as only ornamental objects
Occasions are an important element for craft selling and buying.
People buy craft as a memory/souvenir of culture, a place, a person, time, etc.
Perception of craft as too niche, luxurious and costly.
PROBLEMS FACED BY CRAFTSPEOPLE
Raw material sourcing is becoming increasingly difficult for the makers in the current times.
Craft sellers are heavily dependent on marketing and advertising efforts. It's an essential skill craft makers lack.
Makers are also in need of funds and capital. Most crafts have a low demand. This leads to the craftsperson to migrate or switch jobs
Craftspeople find it difficult to multitask between sourcing material, making, selling, and maintaining other streams of revenue like attending fairs/exhibitions, teaching at workshops.
Workshop session: Too much of a hassle to carry all setup & material for workshops outside their workplace
CRAFT MAKING & PROCESS
Craft making process: Craftspeople also have a greater need for appreciation and recognition. The craft making effort is almost always unnoticed and left to be behind the scenes. PROCESS
Craft making process: users need to understand the effort that goes into craft making
Craft making: Can work closely with end users to understand their needs
The core value of craft which is the attributes of the material and the skills that are part of the craft making process are lesser known / behind the scenes.
CRAFT & THE CONSUMERS
In a fast fashion economy, users especially local buyers, don't value the effort of craft making - (they tend to bargain)
The end consumer is disconnected from the maker and views the craft as only a piece of commodity and not as human creation.
Consumers look for easily available, hassle-free and accessible products. Crafts aren’t always readily available.
People tend to “preserve” crafts and not “over-use” because they’re perceived as heritage, luxurious, high maintenance.
People opt for mass produced/cheap products because it can be used and thrown without much thought. It is also durable for a cheap product.
Authenticity of crafts is an important factor in buying, making and selling of crafts.
PROBLEMS & GAPS
Craftspeople don’t document/teach craft (an essential aspect for survival of craft) because of limited resources, knowledge/awareness, time, willingness, etc. PROB
There are plenty of crafts in India that are surviving and only being practiced by a very small number of families. Indian Crafts need more people to be part of the practice. From making to using.
Knock-offs of craft are made. While they spread awareness about a craft, they take away from the actual earnings/effort/skill of an authentic craft.
Some crafts are considered to be lowly/inferior in comparison to other crafts.
This maybe due to
I. Material hierarchy
II. Significance in current context
III. Function/purpose
Some crafts are considered to be lowly because of material hierarchy/community or caste practicing.
Crafts are dying due to irrelevance in current context of society
OPPORTUNITIES AND POTENTIAL DESIGN BRIEFS
Educate general public about the purpose/relevance of craft
1. Need more people to participate and be part of the craft community (Consumers & Artisans):
Design brief: To design a platform where more users can participate and be part of the craft practice
2. To combat the problem of bargaining:
Design brief: To design a craft based experience that enhances the value perception of craft in the consumer
3. To promote local production/consumption by making aware about benefits like:
Cultural significance, Sustainability, Independent sustenance:
Design brief: To design ways to communicate the relevance of craft products and their tangible use
Create awareness about the intangible values of various indian crafts
1. Need for people to understand the benefits of craft making/craft using
Design brief: To design ways to communicate to users about features and benefits of the craft
2. Need for people to understand functionality aspects of craft (as a lifestyle)
Design brief: To design an experience that helps users understand the usability of craft products
Encourage daily use of craft among users
1. To sensitize consumers towards crafts.
2. To educate people about craft making.
3. To educate people about history/significance of crafts
Design brief: To design an experience where the craft idea, purpose and relevance is communicated to the consumer
4. To encourage and enhance sustainable lifestyles through craft.
5. To make aware/educate people about the benefits of using crafts.
6. Need for people to understand functionality aspects of craft (as a lifestyle)
Design brief: To design a platform where consumers are encouraged to experience the craft, interact with the maker and be a part of the craft making process
Create awareness about the sustainable nature of crafts
1.To promote craft techniques as a means of repair/reuse/recycle/reduce.
2. To inculcate craft values (eg. sustainability) into the lifestyle of people.
Design brief: To position crafts in the urban markets as a sustainable solution to promote local production and consumption which empowers the local economy.
Reduce the maker and user gap
1.To bring users closer to maker
2.Bring consumers to artisans.
3.Make exhibitions/fairs/teaching take place at artisans workshops.
Design brief: To design a platform that encourages co-creation between the maker and the user directly
4. To ensure that craft is well documented and preserved for others willing to take it up.
5. To let craft become a practice open to people interested in pursuing it.
Design brief: To design a platform where users can experience and learn to practice these crafts
Innovate in the craft space
1.To incorporate technological interventions for newer materials, techniques, etc. to make craft practice easier w/o losing on craft values
Design brief: To design approaches that help diversify / perception crafts using newer techniques, materials or products and functions
Communicate the features and tangible benefits of the craft
1.To inculcate life skills & values using craft as a medium
2. To make people aware of craft values in terms of skills, effort, purpose, identity and culture
Design brief: To use craft as a medium, inculcate and enhance human values in potential users so as to improve perceptions of craft leading to upliftment of both consumers & artisans.
3. To promote crafts as values and not commodity
Design brief: To design a craft based experience that enhances the overall perception of craft in the consumer
4. To promote craftspeople through advertising strategies
5. Need to make craftspeople entrepreneurs
6. To sensitise people about efforts gone into crafts that are handmade.
Design brief: To design repositioning strategies that can help enhance the value of craft in the market