Reading the chapter on perception and design reminded me of a shirt that I have. This shirt was printed by musician Alexander Spit, and features a picture of his iconic flag he brings to every live show. This flag is his cape, sweatband, scarf, but more importantly this flag expresses his American spirit. The conflict: it is the USA flag with “SPIT” spray-painted across it…
A couple years ago I wore this to a shopping mall. The first person I encountered in this store immediately commented on the shirt. She said something like, “Oh so you hate America or what?” I replied, “Oh no, I like this guy’s music.” She then said, “So you support people who disrespect their country?” I replied with, “This dude loves this flag, he owes his sound and style to America so that’s why he chose to use the flag. The least I could do to support his DIY development is buy his shirt.” The woman paused for a minute and eventually said, “It still offends me.”

Kostelnick suggests that visuals don’t just stimulate senses but thoughts. Furthermore, it is common for people to draw on past experiences to gather an image. The woman who saw my shirt drew on her past experience of seeing the American flag, usually positive feelings. Graffiti and the word “spit” usually bring negative feelings. Applying a visual that is typically negative onto a visual that is typically positive can dampen its desired effect.

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