Changing visual culture
It is said that the fish is the last creature on earth that discovers water even though it is always completely surrounded by it. Our visual perception behaves in a similar way. We live in a world in which visual attractions seem to dominate and overpower us on a daily basis.
However, most of us can’t see for looking: the ability of observing, of looking closely and of understanding that which so obviously lies before our eyes. Seeing is so natural for us, but in a way it is not! If we want to understand our everyday culture then we have to change our visual culture and consequently a more aware perception culture and a very precise communication culture is necessary.
As a designer and teacher of visual communication I see it as my duty to educate culture of perception, to train the sense of seeing and therefore change our daily visual culture.