Using the power of design to evoke conversations and change a narrative that has been perpetuated by historic images, media and tainted perceptions.
W H A T W E D I D
Research & Strategy. Data visualisation. Editorial Design.
The primary aim of the initial research which was conducted attempted to explore the patterns within human behaviour, but more specifically how stereotypes are formed on a broad scale. In a society which is so focused on making everything politically correct and promoting equality to all, we still find ourselves discriminating on various levels. Research proved that such behavioural tendencies were a consequence of our genetic and psychological make up which urges us to simplify and categorise everything instinctively.
“The attempt to see all things freshly and in detail, rather than as types and generalities is exhausting”
Findings suggested not only are there a number of contributors which influence our perceptions of unique and differing social groups, but also man kind is fighting an uphill battle due to living in a time where we are exposed to biased broadcasted images which often fail to tell the full story. So much so, it has become a regular occurrence for those in the media to reproduce tainted images of black people, such as images of poverty and corruption in Africa, to images of inner city youths committing criminal offenses.
“At the core of the big idea is the notion that sometimes you cannot always see the full picture, instead we need to search for those intricate details to grasp a real understanding.”
Design & Data
When arriving at the creative solution various approaches were developed, from presenting insights deriving from social interviews through editorial and typography to showcasing responses artistically with the help of visual iconography and imagery. In the quest to be original and create intellectual art that is compelling, the inclusion of abstract patterns were incorporated as a tool to visually complement the essence of this project.
“Stereotypes may not be untrue, but many are incomplete.”