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Pentagram and new york city attempt to redesign pedestrian - Googly Eyes Stickers by he ni
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Pentagram and new york city attempt to redesign pedestrian - Googly Eyes Stickers by HE NI
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Article Posted: 04/02/2013 |
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Pentagram and new york city attempt to redesign pedestrian - Googly Eyes Stickers |
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Business,Business News,Business Opportunities
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New York City streets have changed a lot in the five years sinceJanette Sadik-Khan was appointed Transportation Commissioner. Wehave more bike lanes, more pedestrian zones, and more signage.Unfortunately, thanks to gruesome statistical logic, we also have more traffic deaths . Rather than blame pedestrians, drivers, or NYPD officers,Sadik-Khan s office is waging a quiet proxy war against a moreinsidious type of danger: distraction. Last week, Sadik-Khan and her federal counterpart, Ray LaHood, unrolled a design-savvy campaign that sends a simple message to New Yorkers: LOOK! Installed oncrosswalks all over the city and plastered to buses, the boldHelvetica slogan (complete with googly eyes) attempts grab theattention of smartphone-gazing, chicken-playing pedestrians.Sticker versions of the message will also be installed on theinside of all 13,000 New York City cabs, warning passengers tocheck if they re about to door a cyclist (similar stickers havebeen the standard in other cities for years). A print campaignshows snippets of eyes (DOT and Pentagram employees, actually)looking left and right. Mom was right. Look before you cross thestreet. How do you reach distracted pedestrians making hundreds ofdecisions every second? The ads were designed by a Pentagram team led by partner Michael Bierut, who spoke to Co.Design aboutthe challenging design problem of affecting deeply ingrainedbehaviors with only a split second to work with. It s one thing toadd a crosswalk to an intersection. It s quite another to getpedestrians to pay attention to it. We were impressed by the 2011Curbside Haiku project [the DOT] did with artist John Morse, Bierut says, referring to the funny poems the DOT installedstreetside last year. That seemed to point the way towards usingunexpected tactics to capture the attention of busy New Yorkers. We knew we needed a really simple solution, and that it wouldneed to be visible and memorable despite its ubiquity, heexplains. LOOK! really appealed to me because it seemed like asolution that a second grader could have come up with. Some of myfavorite designs are like that. Pentagram s concept was acceptedby the DOT almost on the spot. The exclamation point makes it alittle more assertive, he adds. And New York-y: Look here, buddy! " Bierut says he hopes LOOK! will end up as an iconic New Yorksymbol--a Mind the Gap for Manhattan.
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