Octoriffic Pain Scale
Oct 2022
It is a campaign for the Ethical Treatment of Octopi. Rather than follow the traditional attention-grabbing style of environmental awareness media, I intergrated information design to encourage the viewer to stop and reflect. Interaction, instead of a quick nod of agreement, is what I was aiming for.
The posters series is consists of three parts:
a menu cover,
a Pain Level Coordinate,
and the Octo-riffic Pain Scale from level 0 to 10.
The sample of octopus tentacles were collected from YouTube videos capturing the slaughter of octopi at different fresh produce markets and restaurant kitchens—The QR codes in these posters can direct you to the source videos. Based on the movement of the tentacles during slaughter, I traced and then categorized the patterns according to the level of pain I perceived as a viewer.