Preliminary report on doodling’s cultural role as intentional art: A study of youth perceptions of aesthetic self-expression and idea helper in branding

The concept of doodles as a self-expression art-form is discussed through a quantitative study on the perceptions of youths towards doodling activity to produce ideas, to develop self-confidence, and in decision making for brands. The intentionality and purposes for doodling have been much critiqued by contemporary visual researchers. This paper considers the function of doodles in visual communication, and how contextual utilisation of doodles as a communication medium impacts individualistic expression as well as influencing consumer decision-making in brand preferences. Research also highlights doodling’s capacity as visual representation of complex information. Primary research in the form of a survey and quantitative analysis of young adults’ perceptions about doodling is analysed. Overall, the survey acknowledges doodle as creative self-expression. The use of visualisation in branding was found to be correlated, however, views about doodle as intentional art were not conclusively proven. Youths perceive doodle’s role symbolically, chiefly in creating self-identity and projecting individualism. Doodling is a highly personal style to communicate or reflect on personal experiences, but the self-confidence to explore doodling in developing ideas is not a habitual practice that is encouraged among youths. Based on the survey, the effectiveness of doodles in branding or marketing practice is questioned as responses were mixed on the application of casual art styles for creative marketing approaches. Findings suggest further observation would enable consumer researchers to better understand doodling’s effectiveness to shape cultural information based on self-expression, and to explore its influence on brand decision making. To conclude, creative industry, design educators, brand owners and industry stakeholders could collaborate to optimise creative solutions to improve perceptions towards doodles and doodling as a visual thinking, information processing and decision-making tool.