Clae Spratt BFA Communication Design Thesis Fall 2014
My Mother Told Me to Pick The Very Best One and I Decided Not To
Choice is overrated. Within contemporary American society it has been conflated with freedom and thus happiness, but an overabundance of choice is just as likely to induce a crushing sense of failure and inadequacy as it is to produce satisfaction. A burgeoning wealth of research is beginning to illuminate the myriad of ways in which this holds true. To counter the problematic nature of a societal insistence on individual choice, it is effective to confront the narrative our society has generated in regards to this abundance of choice and create a new one. Society tells us to choose the very best one, but instead we can insist on simply choosing one and making it the best.