Website: “Slavery Footprint” https://slaveryfootprint.org/
This website was created to call attention to “modern slavery” that many global brands use to create their products: forced labor. A survey determines the reader’s “slavery footprint”, tracing back the brands that you use regularly to potential or known forced labor, and how that labor profits off of you. This is done in a dynamic and non-threatening format: hands deliver new information to the screen and colorful cartoons are used to express abstract ideas. Justin Dillon, the developer of this website in partnership with the U.S. State Department, aims his content at a privileged audience, stating that “you have the power to change this.” He directs his message about modern slavery towards the wealthy consumers that ignorantly feed the unethical industry in the hope that awareness will lead to change. The non-threatening format informs while withholding blame. I hope to apply this non-threatening, engaging, and interactive format towards my own project that will also be aimed at those who can make a difference: marketing and sales professionals who have built an industry on gendering products. By seeking to inform rather than to blame, I hope to engage my audience with the message rather than put them on the defensive.
“Slavery Footprint” has a design that upholds its overall goal of engaging consumers with a survey that analyzes how each reader has played a part in this issue without inflicting blame. It is very easy to navigate through, as readers are directed through the website’s content with prompts and animation. However, the dynamic aspects of the website that allow a reader to flow easily from one concept to another also make it difficult to independently search for information on the site or go back to revisit. If I were to improve this website, I would like to strike a balance between the directed flow and a more open format that allows the reader to seek information freely. In addition, while the non-threatening tone, color palette, and animations are important to engaging privileged readers without defensive reactions, they fail to convey the gravity of the issue. Other documentations of forced labor are graphic and appalling; features which cannot be shown in a colorful cartoon. A website that highlights the grave consequences of forced labor may be more influential in recruiting readers towards change. Finally, some pages of the website were not compatible for all devices, which interrupted my viewing experience. It is highly important that my website be compatible and accessible through all devices in order to reach my intended audience: marketing professionals who take content design very seriously.
Despite its flaws in design formatting and its approach to the topic of forced labor, “Slavery Footprint” exemplifies many of Robin William’s principles of design. Elements of repetition and contrast were evident throughout the page. The same hands delivered new text as the reader scrolled, and the font remained constant throughout. However, the text alternated between two sizes and the larger, more important concepts alternated between two contrasting colors (blue and red). Each hand that delivered text brightened the screen with red, orange, blue, and green, conveying diversity within this global issue and adding contrast to the site’s appearance. To maintain alignment, all text is shown within one center column, directing the audience through a linear progression of the material. As the information is presented linearly rather than conceptually, the final principle (proximity of related items/text) is not drastically represented on this page. However, the space between lines of text that are meant to convey one thought have a smaller space between them than the space between the original and a new concept.
While this website and my project may be speaking to different societal problems, my project aims to change the mindsets of individuals who can make a difference on the issue, just as this project does. I hope to apply the engaging interactive elements, diverse color scheme, non-threatening tone, and animated format towards my own project of gendered toy marketing. I can also learn from the changes that I would implement on this site: making my content accessible and compatible for any device, allowing my readers to search independently on my site for information, and conveying the gravity of gendered marketing towards child development and learned gender stereotypes.
Pledged: MCM

