Visually Analysing the Creative Community

Visually Analysing the Creative Community
(with an Analogue Tool)

Superdot was invited to present work at the Grafik16, the biggest platform for graphic design and visual communication in Switzerland, an annual exhibition in Zürich attracting thousands.

We wanted to share our philosophy on design and data in such a way that would stimulate debate and involve visitors directly. We developed a playful experience to profile the audience of Grafik16.
Based on analogue tools developed and proven in our previous projects, we devised a cartesian system collecting data about divisive everyday themes in the creative community, juxtaposed in apparently unrelated pairs. Dimensions ranged from sans-serif versus serif to cat versus dog. Visitors recorded their preferences by sticking coloured corresponding to their role dots on the diagram.

We analysed distribution, filtered the data and structured it visually to establish intriguing and amusing findings such as the industry preference for cats and the late-night workflow of students.