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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