Conceived and built by creative agency Behaviour, the site allows provide people a new way to judge artists’ designs.
Creative agency Behaviour asks the tough questions. “Is your work better than kittens?” they want to know.
Its site Better Than Kittens pits creative designs — beautifully letterpressed business cards, handcrafted pillows, black and white photography — up against baby cats to test emotional (or internet) appeal.
Artists and creators may add their own work to the gallery themselves in exchange for a personal page allowing them to keep tabs on how they’re faring. Users of the site also have the option to visit each designer’s online portfolio.
Thus far, only a few works — such as Hand to Hand‘s owl above — have beaten out the kittens, yet, suspiciously, several of these just so happen to feature cats or other small, fuzzy animals. A statement on Behaviour’s website says the idea started out as a joke in the studio, but seems to overlap with the “psychological” creative agency’s philosophy that “people are not always rational in their decision-making.” A quote on its site reads as a sort of mantra:
Design without psychology can be a source of dangerously misapplied effort.— Rory Sutherland, Ogilvy & Mather
Are kittens the new gold standard of design? Decide for yourself!