Face Your Phobia Adrianna Moore 2023

PROJECT ABSTRACT

“Face Your Phobia” is an interactive and experiential exhibition that is centered around uncommon phobias. A phobia is defined as an extreme or irrational fear or aversion to something. I am inspired by the individual phobia definition and will explore personal trauma through secondary interpretations. This project is heavily influenced by surrealism and will incorporate unnatural and unsettling imagery. My focus is bringing design into three-dimensional space and conveying information through visual storytelling and environment. My goal is to incorporate sculpture, typography, and illustration, and to design an overarching brand for the exhibition.

I was inspired by surrealist illustration and sculpture. I wanted to explore the bizarre and uncomfortable imagery that could represent the horrors of the mind, including fear and trauma.

I have always been interested in environmental/experiential design because I have always wanted to design within a space. I found a passion for exhibition design when I took a 3D Graphic Design and Applications class because it combined my love for experiential design and education.

RESEARCH

I started research by gathering books about exhibition design and surrealist art/sculpture. My goal was to combine the medium and concept of surrealist art with graphic design applications and principles.

I utilized online resources to research uncommon phobias and associations. I used a mind map to organize my ideas and narrow down specific phobias. At this point, I decided to juxtapose related phobias and combine them in my surrealist representations.

BRANDING

I sketched out logo concepts for the exhibition branding. I experimented with different letters, eye placements, and pupil shapes.

translated my pencil sketches to vector using Adobe Illustrator. I furthered my experimentation with composition, shape, and typeface.

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I refined the logo sketches to finalize the main logo design. I continued to add logo variations and expand brand elements.

I experimented with different drawing mediums including markers, graphite, ink, and crayon. I drew different icons, words, and textures to use for the exhibitions.

I utilized the new icons in the alternate logos. I also made a short motion graphic/gif for advertisements.

SESQUIPEDALIOPHOBIA

fear of long words

Visual Moodboard

I wanted to focus on expressive and experimental typography. I chose six of the longest words in the English language. The obstacle was balancing legibility and the length of the word.

First, I wanted to experiment with the composition and execution of the concept. I originally planned on doing a poster series for each long word. I printed the digital composition and traced it using a light table. I continued to trace inside the letterforms and scanned them.

I experimented with the laser cutter to build three-dimensional type. Initially, I wanted to utilize the negative space around the type. However, I realized the counters and separate spaces would be lost. I decided a book would be a more appropriate vehicle of design due to the nature of this phobia. Sesquipedaliophobia often stems from a traumatic event in relation to having difficulty reading or pronouncing words. The book will intentionally push the boundaries of legibility and embrace visual confusion to convey this phobia.

I decided to forego the handwritten style and instead used narrow and clean typography.

This was my second attempt at using the laser cutter. As shown above, I had to continually refine the composition to make the cut-out more sturdy.

I used abstract typography to represent the definition of the long words. I used the scanner to further abstract the expressive typography.

I made a mock-up for the book using the laser-cut type and expressive typography. I decided to change the binding method from a score bind to an accordion bind. I also determined that I needed to make color more purposeful to the composition.

I changed the laser-cut type composition to accommodate the accordion bind by adding tabs. I also changed the font to match the overarching exhibition branding.

The third laser-cut attempt was more sturdy. It also helped the book stand on its own.

I experimented with purposely vibrating and low-contrast colors to further reference the discomfort people with this phobia feel while reading long words. It is meant to make the viewer uncomfortable.

I used the additional tabs to make the accordion book. I test-printed multiple pages to figure out how to put the vibrating expressive type behind the laser-cut type while having the definitions on the left.

Final Sesquipedalophobia Book

CHRONOMENTROPHOBIA

fear of clocks and watches

Visual Moodboard

I wanted to explore unfamiliar elements and incorporate sculpture into my exhibition. I was inspired by Salvador Dalí's The Persistence of Memory (1931) and Max Ernst's Cages Are Always Imaginary (1925).

Preliminary Sketches

I developed my woodshop skills by building the clock's shelf based on my designs. I used wood glue and nails to put it together and then I sanded it down.

I researched wood staining and attempted to stain the shelf. However, the wood stain was unsuccessful, and I ultimately decided to paint it.

I watered down acrylic paint and used it to stain the wood. I chose a vibrant orange to match the Sesquipedalophobia book and posters.

I designed clock faces that represented feeling stagnant while time continued to march forward.

I used hot glue to create the illusion that the clock was melting. I then painted the glue black to further the illusion. This references Salvador Dalí's iconic melting clocks from The Persistence of Memory (1931).

I stained the dowels with black acrylic paint and inserted them into the shelf using wood glue and hot glue.

BOTANOPHOBIA / NECROPHOBIA

fear of plants / fear of death or dead things

Visual Moodboard

My goal for this sculpture was to juxtapose life and death through a surrealist lens. I wanted to use mannequin and skeleton parts to reference corpses and famous surrealist sculptures.

Preliminary Sketches

I painted a mannequin head and hand to resemble corpses. I used acrylic paint, water, and napkins to create the texture of decomposition. I also cut holes to later insert dried flowers.

I painted the plastic skeleton parts to contrast the mannequin parts and flowers.

I inserted dried flowers into the mannequin parts. I also used cardboard to sculpt support for installation.

I found this bookshelf on the streets of Philadelphia. I sanded it down to be level when it stood up.

I installed the body parts into the shelf. I wanted the piece to feel disjointed yet cohesive. I used moss, cardboard, and hot glue to secure the pieces to the shelf. I inserted dried flowers into the body parts and moss.

On the day of the Senior Show, I added freshly cut flowers to the sculpture. These flowers contrasted with the dried flowers and would die over the course of the exhibition.

OMMETAPHOBIA

fear of eyes

Visual Moodboard

My intention for this representation of this phobia was to re-create the unease of being watched. I also wanted to experiment with video elements and projection.

Preliminary Sketches

I found copyright-free footage and digitally collaged it into one animation using After Effects. I added digital and glitch effects to add to the composition.

FINAL EXHIBITION DESIGN

Introduction to Exhibition

Sesquipedalophobia

Chronomentrophobia

Botanophobia + Necrophobia

Ommetaphobia

SENIOR SHOW EXHIBITION

2023, Levy Galleries at Moore College of Art and Design

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