THE DATALOGUE

at DESIGNxNYC 2018

Exhibition at WantedDesign of NYCxDesign 2018 exposing the data mining process.
The exhibition was completely designed and constructed by a team of 20, led by Sinclair Smith.
Class of 2019
MFA Products of Design
School of Visual Arts
About the Exhibition
The Datalogue is a four-part stationary machine.
The machine emulates the systems while unmasking the consequences behind for the general public.
Design Research
Kosinki et al detail the significance of “liking” specific Facebook pages and correlation with an individual’s personality traits.
After weeks of primary, secondary research and conversations, the report from the PNAS scientific paper led to the fundamental concept and physical structure design of the Datalogue exhibition.
Example Data Points
Assessment of personalities based on the report turned out to be surprisingly accurate.
Data points were selected and used in the exhibition carefully to translate the “arbitrary” responses.
Higher IQ
The Godfather
Mozart
Thunderstorms
The Colbert Report
Morgan Freemans Voice
The Daily Show
Lord Of The Rings
To Kill A Mockingbird
Science
Curly Fries
Lower IQ
Jason Aldean
Tyler Perry
Sephora
Chiq
Bret Michaels
Clark Griswold
Bebe
I Love Being A Mom
Harley Davidson
Lady Antebellum
Liberal & Artistic
Oscar Wilde
Charles Bukowski
Sylvia Plath
Leonardo Da Vinci
Bauhaus
Dmt The Spirit Molecule
American Gods
John Waters
Plato
Leonard Cohen
Conservative
NASCAR
Austin Collie
Monster-In-Law
I don’t read
Justin Moore
ESPN2
Farmlandia
The Bachelor
Oklahoma State
University Teen Mom 2
In a Relationship
I Love My Husband
Kids
Circle Of Moms
Parents Magazine
Tacori
Weight Watchers
Scrapbooking
Huggies
Box Tops For Education
Babies R Us
Being Single
J.Cole
Hunger Games
Ign.com
Kassem G
Sonny With A Chance
Usain Bolt
2ne1
Mangastream
Sportsnation
Maria Sharapova
The Datalogue Brand
A brand was developed from scratch in order to better communicate with the visitors.
Brand Voice
The Datalogue is:
Engaging.
Audacious.
Playful.
Enlightening.
Challenging.
Germane.
The Datalogue is NOT:
Restrained.
Hesitate.
Naive.
Monotonous.
Fearful.
Extraneous.
Brand Color
Contrast created by the color choices adds a touch of playfulness and grabbed more attention at the show.
Cold Data Blue
HEX 002D72
CMYK 100 / 061 / 000 / 055
Pantone 288 C
Platfoam Blue
HEX B1E4E3
CMYK 023 / 000 / 010 / 000
Pantone 317 C
Machine Red
HEX E4002B
CMYK 000 / 093 / 079 / 000
Pantone 185 C
Pixel Yellow
HEX F1C400
CMYK 000 / 020 / 100 / 002
Pantone 7406 C
Cranbyte Red
HEX 7C2529
CMYK 023 / 000 / 010 / 000
Pantone 1815 C
Meta Teal
HEX 00968F
CMYK 016 / 097 / 086 / 054
Pantone 7716 C
The Dalalogue Logo
The logo was designed to assert a sense of technology with a twist of fun.
Typography
Roboto, used in the Datalogue, is a common typography that is clean for heavy text display.
It contains a wide variety of family, which allows to display a clear hierarchy within a rich content.
Header
Roboto Condensed
Bold | 50pt
WITH BIG DATA COMES BIG TITLES OF COURSE
2nd Header
Roboto
Medium | 14pt
CONSCIENTIOUSNESS:
Which of these individuals would you want to interview?

EXTRAVERSION:
Your job is now fully automated. Choose another career.

RELATIONSHIP STATUS:
Which of those 4 would be found in your search history?
Body Text
Roboto
Light | 10pt
We recorded more than 9 million unique objects liked by users, a great majority of which were associated with one or very few users only. So for the purpose of building a predictive model, Likes associated with fewer than 20 users, as well as users with fewer than two Likes, were removed from the sample. The remaining 58466 users and 55814 unique liked objects were arranged in a sparse matrix (user–Like matrix), and so the columns of which represent Likes and the rows of which represent users. The entries were set to one if there existed an association between a user and a Like and 0 otherwise. The matrix contained roughly 10 million associations between users and Likes. To further facilitate the predictive analysis, the dimensionality of the user–Like matrix was then reduced using singular-value decomposition (6) such that each user is represented by a vector of k component scores.
Print Design
Different media.
Different Materials.
Same look.
Print materials, from tickets to cards, were designed carefully to communicate the same graphic language in order to achieve an extremely consistent visual presence.
Interaction and Experience Design
The machines were designed to encourage decision making in an engaging and fun way.
Both the interactions and the associated experience of the 4 machineries were crafted and tested repeatedly for the audience of different ages, professional backgrounds and knowledge levels.
1 The Wheel
Visually enticing and engaging, the hamster wheel entices guests into the exhibition. Once a visitor steps in, they are prompted with the question “Whom do you admire?” and given four choices: Indiana Jones, Mother Teresa, Marie Curie or Steve Jobs.
2 The Claw
At the next station, then visitors are asked with the question, “Which of the following individuals would you want to interview?” Again, they are given four choices with the claw: Police Commissioner, Emergency Physician, Serial Killer, and Wes Anderson.
3 The Crank
Participants make a choice about a new career, once their jobs are fully automated by robots. The moving multi-gear form of this interaction is inspired by a similar question that was top of mind during the First and Second Industrial Revolutions.
4 The Selector
In the final interaction, guests are asked about the contents of their website search history by ringing the bell, which signifies the completion of their “personality test.”. Their final response illuminates whether the relationship status of the participant.
5 The Reveal
Unbeknown to all the participants, each of their responses contributes to the development of an intimate psychographic profile on themselves. In their final station, guests are given a summary of their profile that includes specific personality traits, along with a product selection.
The Opening Night
Documentation of the opening night was a task, impossible to be completed, completed.
The show opens on the night of May 18th, 2018 at the Terminal Stores located in Manhattan, New York City and incredibly almost 1,000 visitors participated in the exhibitions within the next three days.
Data Mining in 3D: Making the Invisible Visible
May 19, 2018 | New York, NY
With big data comes big responsibility; this is the core message that the students at SVA’s MFA in Products of Design came together to expose at Wanted Design this year. The timely exhibition questions the use...
Third-party trademarks mentioned on this website are the property of their respective owners. The Datalogue show team includes Eugenia Ramos Alonso, Ben Barlett, Rhea Bhandari, John Boran, Zihan Chen, Evie Cheung, Allan Chochinov, Gustav Dyrhauge, Tzu Ching Lin, Micah Lynn, Sophie Miranda Carillo, Phuong Anh Nguyen, Andre Orta, Ellen Rose, Hannah Rudin, Carly Simmons, Sinclair Smith, Oomung Varma, Antya Waegemann, Xuan Wang, Wei Runshi, Yangying Ye. Access to Vimeo is required to view part of the works. Visit the blog of the Datalogue under the Products of Design Department of the School of Visual Arts for more information. © 2018 Zihan Chen.