Keuzestress. Searching for the ‘correct’ mascara.


‘Keuzestress’ is the Dutch word for choice stress, a phenomenon that artist Sonja Kuijpers experienced when attempting to choose the best mascara to use. So, to address this problem she created an amazing data visualization of 390 Dutch black mascaras based on their properties- volume, length, lash separation, curl, sensitivity, and waterproof qualities. I thought this data visualization was a creative solution for a commonly experienced problem for makeup-wearers.

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