2 min read High-Tension

High Tension - Episode 3

A Ballerina walking on a suspended cord above New York City
A Ballerina walking on a suspended cord above New York

Library Leaves

“Trash has given us an appetite for art.”
-Pauline Kael

Intro

Turn waste into wonder. Take a discarded wine bottle, cut it in half, and wrap it in a hand-crafted lid made from local wood in Central Africa. What was once trash is now a unique piece of functional art. A custom-designed container to store your teas.

But why does this design resonate so strongly? The answer lies in the Framing Effect, a principle of experience design that transforms perception through context and familiarity

Framing Effect

The principle that context, prior knowledge, and environment shape our perception. In experience design, this is crucial. A shiny, unique container may be beautiful and functional, but if it feels impersonal or industrial, it fails to connect emotionally with the user. This is where experiential blindness comes into play. When people encounter something unfamiliar, it creates a psychological barrier that prevents them from engaging fully. The solution? Frame the product differently. By emphasizing the handcrafted nature of this container and the artisan behind it, the context shifts. People don’t just see a functional object. They see a piece of art with a story. Suddenly, the value skyrockets. Context transforms perception, and in this case, the artisan’s hand is the bridge between beauty and emotional connection.

This project doesn’t just give new life to discarded bottles; it also provides economic empowerment. By sourcing labor locally, it supports financial independence in communities that rarely benefit from global markets. Library Leaves isn’t just about sustainable packaging; it’s about bridging art, purpose, and impact across borders.

Lesson

Design is about connection too. By framing a product as handcrafted and rooted in local culture, you close the gap between unfamiliarity and emotional resonance. Context transforms perception, turning functional objects into cherished experiences.

References

  1. EasyFairs. (n.d.). Pentawards The:Portal - The Winners. Pentawards.com. https://pentawards.com/directory/en/page/the-winners
  2. Wiedemann, J., Jean Jacques Evrard, & Evrard, B. (2010). The package design book Pentawards ; [from the winners of the pentawards package design prize]. [1]. Köln Taschen.

Sam Rad