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visual communication practice

Contradicting Compromises.


Description of idea

Describe your idea and concept of your work in relation to the festival outlines:

My vision for my work basically focused on the role of plant hormones and their harmful contributions to the environment as a whole. As soon as I narrowed down my concept, I got the idea to use the chemical formulas of these hormones in an artistic and visually appealing way. After putting a lot of thought into how to make this work, I began to look at what plant hormones do to the plants themselves, which essentially is that they kill them. This is when I was able to bring together the idea of the EKG heart beat monitor, which is a representation of life. I then wanted to transform this into a flatline, symbolizing death; however, at the same time, I wanted to incorporate a hormone's chemical structure. After searching the internet, I found that the hormone, Spermidine would work perfectly as an element in my piece. After drawing all the needed parts on Adobe Illustrator, I meddled around with the positioning and colors of the three components. Eventually, this process resulted in the final visual portrayal of my original concept.

What kind of communication approach do you use?

The kind of communication approach I used was a visual depiction of my idea. Visuals are the most effective ways to grab a viewer's attention and be able to send out a message or specific information. In this case, my objective was to educated people about what is actually happening with the plants that are consumed on a daily basis. I tried to make my message as clear as possible, so that it could be effectively transferred to anyone who sees my artwork.

What are in your opinion concrete benefits to the society because of your communication?

In my opinion, the concrete benefits to the society as a result of my communication, is having the ability to influence and educate others about what is really going on with plants as well as the environment all together. Change can only occur if people are educated to believe that change is correct, crucial and the only solution. Therefore, with my piece, I wished to convey what I thought would spark a person's attention to listen and try and learn from my underlying message, which is "Don't Compromise Nature."

What did you personally learn from creating your submitted work?

At first, I was completely unfamiliar with the term "Food Democracy", but after heavy research I understood more about what it was concerned with, and this is when the concept of plant hormones caught my attention. Personally, by creating my submitted work, I learned more about what actually goes on behind the curtains of food production. I was initially extremely shocked at all the information I stumbled upon during my research, but this motivated me to dig deeper and eventually it inspired the concept for my visual.

Why is your work, GOOD communication WORK?

My work is good communication work because it is a simple graphic representation of my idea that expresses a message that is not too complex for viewers to understand and connect with. The majority of people are familiar with the EKG heartbeat sign and that a flatline means that there is no indication or any sign of life. The complexity is shown only through the chemical formula used, but it was the best fit for the work because it is already structured to meet the needs of my idea.

Where and how do you intent do implement your work?

The United Arab Emirates (UAE) is beginning to transition into an era of sustaining an eco-friendly environment, which does not directly tie into "Food Democracy"; nevertheless plants are a part of the environment and they have to be kept safe as well. Because I am currently residing in the UAE, it would only make perfect sense to help contribute to this movement that the country is currently experiencing for a while now. I would implement my work by trying to educate people who are unaware about what actually goes on during food production about what is actually happening behind closed doors. Hopefully by doing this, people will create a domino effect and the message will continue to be passed on from one person to another until we reach the point where the message is being passed on from one generation to the next.

Did your intervention had an effect on other Media. If yes, describe the effect? (Has other media reported on it- how? Were you able to change other media with your work- how?)

As of now, I have not made any interventions yet.


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Entry details


Contradicting Compromises.


Don't Compromise Nature

Concept author(s)

Sarah Abdelrahman

Concept author year(s) of birth


Concept author(s) contribution

The work submitted was an originally concept executed by the author herself.


United Arab Emirates


Sarah Abdelrahman

Designer(s) year(s) of birth


Designer(s) contribution

The work submitted was an originally concept executed by the author herself.


United Arab Emirates

Competition category

visual communication practice

Competition subcategory


Competition field


Competition subfield


Subfield description

American University of Sharjah