Made You Look, an artist book, explores the natural phenomenon of pareidolia and how the human mind finds meaning in the unseen.
More Than Face Value
AIGA Flux Award Finalist
Challenge
The human brain is wired to search for meaning and familiarity, even when none exists. This instinct often leads us to see faces, figures, and patterns in everyday objects, moments that are fleeting, strange, and easy to overlook. These small perceptual quirks, known as pareidolia, reveal how our minds actively shape the way we interpret the world around us.
Solution
Made You Look, the newest release from The Phenomenologist Collective, explores and celebrates this wonderfully weird phenomenon. Diving into the world of pareidolia, the book captures those delightful double-take moments when ordinary objects seem to come alive, an outlet cover that looks like it’s gasping for air, a potato chip shaped like a celebrity, or a dragon stretching across the afternoon clouds. By highlighting these surprising visual coincidences, Made You Look transforms the mundane into the magical and invites readers to see the hidden personality in the everyday.
Scope
BrandingCopywritingStrategyAdvertisingResearchLayout DesignImage SourcingPublication DesignPrinting and Binding
