Experience design | Brand Strategy
Eyedeology is a pop-up "eye exam" hosted on the day of the 2016 US presidential election, designed to challenge ideological assumptions.
Bernice Wong, Oscar Pipson, Michael Kenney, Kuan Xu, and Sebastian Harmsen
Research and Strategy Lead, Ideation, Copy
The tension surrounding political affiliation and beliefs prevent deeper discussion of critical issues.
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.
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.
We wanted to do the same for political ideologies.
Eyedeology is an ideological "eye exam" challenging the assumptions we all have about our own idealogical beliefs.
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
Based on their answers, participants received a custom prescription.
Participants then received a new pair of glasses with a cryptic phrase, intended to spark conversation over judgement.
Political ideologies were selected from the political spectrum, ranged from Anarchy to Fascism. Each image represented a different position on the spectrum.
We chose 5 ideologies to explore that covered both the extremes and included common affiliations.
Ideologies: Anarchism, Socialism, Liberalism, Conservatism, and Fascism.