At our recent launch party at Lights of Soho, we conducted a social experiment to see whether people of similar “types” were more likely to appeal to each other, or find each other attractive. This was not, we’re happy to admit, in the tradition of rigorous science. The aim was to illustrate – metaphorically – how intuitive choices and other psychological forces guide our social decision-making, which is something we think about a great deal at 21Pictures.
With some creative licence, we classified the word-lovers as literal people who prefer rational explanations (more likely to read the instruction manual)
The experiment proved endlessly fascinating for our guests. It started with the invitation, which contained 21 images, from which guests had to choose one that intuitively spoke to them. Unbeknownst to them, those 21 images divided neatly into three categories, which in turn translated into three character types. Seven of them contained a word or a phrase; seven were dominated by an object or something undefinable; and the rest strongly featured perspective, where background was as important as foreground.
With some creative licence, we classified the word-lovers as literal people who prefer rational explanations (more likely to read the instruction manual); the object-lovers as creative, explorer types who are open to new experiences; and the perspective-lovers as having a “relational” outlook, more inclined to notice relationships between things and people than individual attributes (often found in people of Eastern as opposed to European origin).
When our guests arrived on the night they were given a coloured wristband that corresponded with their type – blue for Rationalists, green for Explorers, and red for Team Players, as we dubbed them. For the next hour they buzzed around wondering what distinguished the blues from the greens from the reds, until all was revealed in a little talk by our founder. The real action, however, took place at the bar. Our sponsors Babicka created three unique cocktails that matched the three character types. One flash of a wristband and guests were presented with their specially tailored drink:
RATIONALISTS: Babicka Collins, a take on a classic drink with gin. Vodka, lemon juice, simple syrup, sofa water, orange or pink grapefruit wedge, maraschino cherry.
EXPLORERS: Babiroska (vodka Capiroska). Vodka, 1/2 lime cut into wedges muddle with 2 tsp of raw sugar, crushed ice and lime wedge garnish.
TEAM PLAYERS: Babicka Passion. Vodka, passionfruit, fresh mint, lime juice, vanilla syrup (a dash no more) in a tall glass poured over crushed ice, garnish with fresh mint leaves.
As for the social experiment: we noticed a lot of guests with identical wristbands chatting animatedly, though they could have just been chatting animatedly about having identical wristbands. No engagements yet, but watch this space...