Recent Research Advances in Arts and Social Studies Vol. 1

Abstract

This study delves into the nuanced concept of doodles as a form of self-expression, particularly among Malaysian youths, through a quantitative investigation of their perceptions. The research examines how doodling activities influence idea generation, foster self-confidence, and contribute to decision-making processes in the context of brand marketing. Contemporary visual researchers have critically scrutinised the intentionality and purpose behind doodles. In this chapter, we explore the multifaceted roles of doodles in visual communication and assess how their contextual utilisation impacts both individualistic expression and consumer decision-making regarding brand preferences. Furthermore, we investigate the capacity of doodles to serve as visual representations of complex information. The primary research in this study takes the form of a survey and quantitative analysis, focusing on the perceptions of young adults in Malaysia concerning doodling. Overall, the survey findings affirm that doodling is indeed perceived as a creative form of self-expression. However, the correlation between doodles and intentional art remains inconclusive. Among Malaysian youth, doodles are primarily regarded as symbolic expressions, playing a central role in self-identity construction and the projection of individualism. While doodling serves as a highly personal means of communication and reflection on personal experiences, the habitual practice of using doodles for idea development is not commonly encouraged. The survey results also cast doubt on the effectiveness of casual art styles, like doodles, in branding and marketing practices. Responses were mixed regarding the application of such styles for creative marketing approaches. These findings underscore the need for further investigation to comprehensively understand the potential of doodling to shape cultural information through self-expression and its influence on consumer decision-making in the realm of branding.