We took allergic people sarcastically and turned it into "allergic to abstract art".

Our user mapping was centered on this facebook page: Pleurt op met je ballen. A Facebook group made for trying to stop the placement of two huge abstract art pieces. Hundreds op people were member of this group.

We analyzed the facebook members and discovered there were creative themselves, active in politics and ofcourse very proud of their city.

We then analyzed the reaction under the posts and discovered there we're two main reasons why the users were allergic to it: It had no connection to Rotterdam and it had no visible meaning to it.

We devined our user group. Which turned more and more detailed after the weeks passed because we discovered how more detailed the content, how more people feel connected to it.

We chose to focus on the art of Art-Charlois. As it had many traditional art, which the user group likes and it had many abstract art. Which we wanted to introduce the user group to.

One of the artworks in Oud Charlois tells the story of how the material of the artwork represents the history and the shape represents the future. This is exactly what the users think abstract art pieces don't contain. Which makes it interesting content for inside the newspaper.

As a medium we chose a newspaper. As it is a traditional form which the user group is interested in. Therefore a newspaper is about something new giving a feeling of urgency. A newspaper is delivered at home, we hope the people then take the time to read it. Because the newspaper is creative we added some DIY elements in the newspaper so they can interact with it.

Our first prototype. Here we tested paper, paper size, folding, creative assignments, and typography sizes

Our first user testing consisted 3 user tests we found through family and/or Facebook message we send out on several Facebook groups. The main feedback we got from the users is that the prototype was to childish, that they dont want to read about abstract art and...

The judo technique, a technique used by therapists. When someone talks negative about a subject all the time. A solution might be to also talk negative about the subject. Triggering reversed psycholegy.

For our visual language we chose the colors of the Rotterdam flag. Proud Rotterdam green. As typography for the logo we chose the font used at central station. As it is a traditional type used before Rotterdam was bommed. The written language will be in Rotterdam accent and will talk rude in the headlines about abstract art.

Some design steps based on Kimmy's typography class. The first way to stiff, then trying to get more playfull.

For the high fidelity we tried different creative assignments, added an art route of the traditional art of Rotterdam en changed the postcards a bit. For the typography used on the cover we chose a traditional typeface the times for this newspaper feeling and a childish font as a joke and resemblance of the opinion of our used of the abstract art. That of: "My little niece can also make this!"

During our second user testing we discovered that we had to let go of the creative assignments. Our user was simply not interested in them. What they did like was the quick creativity, like the postcards or quick games.