You won’t believe your eyes
Misapplied Science’s technology is complex to explain and even more difficult to photograph. That is why they needed a website that relied heavily on visuals and concept rather than literal photos of their product. They call it Parallel Reality — a new screen technology that utilises multi-directional pixels that emit millions of different colors vs. the traditional RGB pixels that make up our current screens. Pixels having multi-directional capability means that multiple people can be standing in a room (or airport, sports stadium, etc.) and looking at the same screen, but see different content.
How do you illustrate an experience?
Aside from coming up with a captivating aesthetic for the website, which was inspired by “Tomorrowland” era illustrations from the 50’s and 60’s, our biggest challenge was communicating what this technology actually does. How do you illustrate a pixel that customizes itself for the viewer?
We came up with an illustration of five people (and a dog) experiencing different content on the same display. Our developers used animation to show the transitions while making sure the site was still optimized and ran smoothly. The result is home page that is both colorful and informative.
Color was crucial to the design because we wanted to draw inspiration from visions of the future people had in the 50’s and 60’s while accurately communicating that this technology truly is the future. Ultimately, we found a comfortable fusion between vintage earth tones and deep purples and teals to create the final color palette.
It wasn’t enough for the site to look good and function well in one context, so our developers worked to make sure that the illustrations could adapt to multiple screen sizes and platforms.