The Flesh is Weak

A web based interactive infographic about the production and consumption of animal-based products.

Interaction and Information Design  —  2016


ESDI  —  Escola Superior de Desenho Industrial


Prof. Mauro Pinheiro


Lucas Marques Lima


This project proposes an interactive infographic website that explains to the general public, in a clear and friendly way, all the main reasons why reducing our daily consumption of animal-based products would greatly increase our chances of living together peacefully in this planet.

Introduction and context

According to official reports from the UN and other international institutions, the production and consumption of animal-based products are directly related to many social and environmental impacts, such as: chronic diseases, global warming, deforestation, water contamination and, as a major outcome, massive immigration crisis. Despite the relevance of these documents, due to their complexity, they hardly get to the final consumers.

Research and documentation

Research played a great roll in this project. During this phase, I collected and studied several documents and books, watched numerous documentaries and movies on the topic and conducted several investigations and explorations on the theme, including trips to the field, questionnaires and interviews with producers and consumers.

The result of this immersive research was organized in a final publication containing all the steps of the project from the beginning of the investigations to the development of the final prototype.


Four Reasons to change

To better organize and illustrate this huge amount of data, the infographic was divided on four ‘collections’, each one containing multiple infographic cards about a ‘reason to change’: For the Planet, For the Others, For the Animals and For Yourself. Each infographic card presents specific and interactive information about the animal industry. They are fully responsive and were built using only vector images, so all the content can be easily updated and other new cards can be added to the infographic.


A glance at the real thing

By clicking on the eye icon on the top right side of each card, the users can see a photograph directly related to the information contained on that same card. This feature helps breaking the barrier between the functional nature of the infographic cards and the reality they expose.


Collective Wall

In the end of each collection of infographic cards, the users can find a last card containing a quote, issued by a famous person. This ‘quote card’ works as a point of intersection between the infographic and the users and helps create an immediate relation of proximity with that subject.

After this last quote card, the users can either choose to continue to navigate on the other collections or explore the Collective Wall, which is a social news aggregation, where they can find and add complementary information such as documentaries, films, articles, books, etc.


Beyond Digital

In order to reach the largest number of people, the cards were designed to be exposed both digitally and physically.


To accomplish that, all the infographic cards were designed using only vector images, a limited number of solid colors and a basic grid structure. This design approach aimed to enhance and homogenize the user experience on different digital platforms and printing supports such as posters, exhibitions, postcards, flyers, banners, street posters, etc.


Lucas Marques Lima

Product Designer


@ 2020 — Stealing is bad karma.