Prime Shield was commissioned by the marketing agency VML for the Kalamazoo, Michigan office.
Like Prime Field, the concept for Prime Shield has its roots in “priming” research. Priming is an implicit memory effect in which exposure to a stimulus influences a response to a later stimulus. Extensive research has shown that exposure to a series of words has a significant effect on subsequent performance.
Words in the artwork were chosen specifically to “prime” people for the collaborative culture and creative work of VML. A microcontroller is used to light groups of words in a random sequence. LEDs are used for efficiency and longevity.