In a world where anxiety and other mental health issues are more and more common, the thing I kept wondering was 'is infinite choice REALLY what we need?' Sure, having choice is a luxury, and I'm sure very few people actually want the freedom of choice taken from them entirely. However, there must be a middle-ground where we can have enough choice to feel satisfied, and not yet enough to be overwhelming.

I took to psychology to find out if there was an optimum number of choices or any sort of guidance on how to narrow down a seemingly infinite amount of choice that is presented to us in contemporary culture. I didn't find a magic number, but I found some interesting theories on how we can prioritise and focus on what is important.

​

The scale and colouring of this publication were intentional to communicate the overwhelm of the supermarket environment - a metaphor for life. The book is silent, allowing for the imagery to be more immersive to the viewer, more personal and relatable.