Case Study: How Design Students Tailor Their Crowdfunding Presentation to Different Audiences

摘要

Popular crowdfunding websites such as Kickstarter and IndieGogo have transformed the practice of Industrial Design and have had a significant impact on Industrial Design education as well. Students and professionals use these online platforms to communicate their ideas and to crowdfund their own projects. The goals are to launch new product campaigns and to test new ideas. Since most investors, project donors or backers want to understand the mission of a new project or campaign, Industrial Design students have to make sure that their crowdfunding video has a good level of engagement and is conveyed in a manner that is easy to understand by all audiences. How they choose to engage their target audience matters. Investors, donors and backers may have both similar and different expectations. This case study will present the different strategies used by Industrial Design students to engage their target audiences using video as their primary communication format.