"Ninety-five percent of the world's designers focus all of their efforts on developing products and services exclusively for the richest ten percent of the world's customers. Nothing less than a revolution in design is needed to reach the other ninety percent." - Paul Polak
Design For the Other 90% is an exhibition curated to present design solutions to address many of the world's most basic and pressing human problems. Often low-cost, simple, and created from available resources, the projects in the exhibition do not strive for aesthetic acceptance. The installation was staged outdoors in the Museum's garden. Tsang Seymour created a signage system that served the dual purpose of providing didactic information as well as a visual wayfinding path, marking edges, turns, and a sequence for the visitors.
The exhibition identity was inspired by the bold, utilitarian typography of [supermarket window signs and advertising fliers] and intended to signal a blunt, direct simplicity of message. The exhibition catalogue expanded the visual language with simply coded sections, easy to read keys, and a highly templated page grid as a system for displaying the projects and data. The design considered cost-effective printing and binding as part of its criteria as well as the desire to have a finished book that has the appearance and tactility of economy and usefulness.