13.08.16
I've researched a lot into motivations and attitudes towards both getting and not getting tattoos. After speaking with several people who have tattoos and several who don't I took notes on reasons and justifications each person had in regard to their decisions around getting inked. I've created empathy maps in relation to tattoos for: people who don't have tattoos, people who have a tattoo/tattoos, and tattoo artists.
From here I plan to create a journey map for a client who wants to get a tattoo and identify the touch points throughout it. This will help me to get into the headspace of my target market and identify the key moments of decision making when getting a tattoo, and in turn improve my project and the overall brand experience that I'm designing.
Someone without any tattoos
Pain
- Intimidated by tattooists/going into parlours
- Fear of judgement
- Might regret it later
- Physical pain
- Fear the commitment/permanence of a tattoo
- Might not turn out as expected
- The portrayal of tattoos in media
- Finding the right tattoo design
- Wants to express themselves
- Overcome fears
- Excitement/ A new experience
- Curious about the process
- To be unique/original/an individual
- Promoting identity
- Use artistic freedom
- Rebel
- Be impulsive
Person with a tattoo/tattoos
Pain
- Deciding on the next one
- Unsure about chosen design/artist
- Money
- Finding the best/better artists
- More may detract from current tattoos
- Hearing others opinions on it
- Regret
Gain
- Feeling of control
- Adrenaline
- Conversation piece
- Means something to them
- Aesthetics
- Serves as a reminder
- Gets attention
Tattoo artist
Pain
- Attitudes towards tattooing
- Stereotypes
- Making money vs. making art
- Being commissioned to do bad designs
- Conflicts with client wants
Gain
- Trying new techniques
- Returning clients - rapport
- Creating something the client is proud of
- Extensive portfolio
- Meeting new people
- Challenges in the job
- Tattoos becoming mainstream
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