Concept
My final Proof of Concept became an interactive site that displays food waste in the Netherlands. But instead of using big numbers or line graphs, the food waste figures were made very small. The number of kilos of food thrown away goes up every second. By making people more aware of how quickly the number of kilos goes up in the Netherlands I have made the data more tangible, in this way I give people a sense of urgency and responsibility.
There are already many food waste visualizations on the market. But many of them are posters, numbers or just charts with huge figures. What was missing on the market was a concept that gave an intuitive feel to the numbers. What does it really mean, 2 billion kilos of discarded food. So how fast does that figure add up?
After a period of staring at the page, the counts may begin to become abstract. They are just numbers that get bigger and bigger, rather than food that is actually being thrown away. But to counteract this feeling and ensure that the visitor does not become desensitized to the food waste, I created the animation of the food falling down. This animation is a constant deluge of food. Instead of making you numb, this animation can make you realize the numbers. With this I have created an experience that inspires change.
After the user is given an urgency of responsibility, they can read various tips on the website of how they can reduce their own food waste. There is also an option to download the campaign posters and start distributing them yourself to create even more awareness. There is also a summary of why it is important to reduce food waste.
This project was created by Ruben de Bruin. All copyright go to their respective owners.
