ASSOCI8

We want to teach designers to make their design appealing to their target audience by using the right associations. That’s why we created Associ8: a game by designers, for designers. The game consists of an app and a box with eight different categories of items in it. Using these items players have to complete challenges in order to get the most votes from the other players and win the game. After each challenge players show each other their work and then decide if they agree with the associations the other players made. Based on that they do the voting per player, so everyone can win the round. The game is based on the concept of synesthesia, a phenomenon that causes people to associate the sensory impressions from one sense with another, for example sounds with tastes. Everyone experiences this is some way, when we talk we associate the sounds we produce with the meaning it has to us. In the same way we associate the look of an item with it’s purpose and it’s target audience, and we want to teach designers to get their target audience to make the right associations, to design effectively.