Experience design | Brand Strategy

Eyedeology

 

Eyedeology is a pop-up "eye exam" hosted on the day of the 2016 US presidential election, designed to challenge ideological assumptions.

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TeamMATES

Bernice Wong, Oscar Pipson, Michael Kenney, Kuan Xu, and Sebastian Harmsen

 

Project Role

Research and Strategy Lead, Ideation, Copy


 
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The Problem

The tension surrounding political affiliation and beliefs prevent deeper discussion of critical issues.

 
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The US is a two-party political system, with Democrats and Republicans in a constant dispute for influence and power. In a heated political debate, the conversation often goes down the path of insults, rather than critical aspects of policies. Neuroscientists have found people become more stubborn when faced with contradictory evidence, giving clues as to why that may be the case.

But politics isn't as binary as the media portrays. While it may often get reduced to "the left" or "the right", the political spectrum is more nuanced.

 
 
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The Insight

 
Political beliefs are like religious beliefs in the respect that both are part of who you are and important for the social circle to which you belong.
— Jonas Kaplan, Brain and Creativity Institute at USC
 
 
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The Inspiration

When you go to the eye doctor, they check to see if you are seeing properly, and a new prescription can alter the way you see the world. 

 
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We wanted to do the same for political ideologies.

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The Solution

Eyedeology is an ideological "eye exam" challenging the assumptions we all have about our own idealogical beliefs.

 
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We made custom reels for a Viewmaster, where each reel represented a public policy conundrum. 

Topics Included: Censorship in Media, Gender Roles, Income Tax Spending, and Minimum Wage Laws 

 
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Based on their answers, participants received a custom prescription.

 
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Participants then received a new pair of glasses with a cryptic phrase, intended to spark conversation over judgement.

 
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Project Details

 

Political ideologies were selected from the political spectrum, ranged from Anarchy to Fascism. Each image represented a different position on the spectrum.

 
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We chose 5 ideologies to explore that covered both the extremes and included common affiliations. 

Ideologies: Anarchism, Socialism, Liberalism, Conservatism, and Fascism.

 
 
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