Moûsa · Comparison
For an audience that loves Haruki Murakami and LCD Soundsystem
With Qloo and Without Qloo: the same brief, the same frozen prediction and the same stages. Only the source of the taste differs.
0.63
heuristic distance between the two designs, from 0 (alike) to 1
0.48 Palette0.77 Type1.00 Sections0.31 CSS features
10 of 10With Qloo: design devices rest on what the model did not predict
9Without Qloo: design devices rest on the model's own prediction, with no Qloo data
Samefrozen prediction in both arms
1 · 0signatures of the look models default to, of 12: With Qloo · Without Qloo
Side by side
The last reviewed captures of each arm, paired by what they show.
phone
board · demo:flash
phone · demo:tab=wall:flash
phone · demo:tab=odd
board · demo:flash · full page
board
board · full page
phone · sample · full page
phone · sample-notebook
phone · sample-loop · full page
board · sample
Before any data: the model's own prediction
Frozen before Qloo was asked, so what Qloo adds can be told apart from what the model already assumed. An entry a measured name matches is marked; the match is liberal, so it only lowers what counts as new.
The design the model would make from it alone
A near-black night app with a single moon-yellow accent, typewriter-mono labels and a literary serif, where each run is a numbered 'chapter' in a paperback-style logbook, the next run is shown as a countdown with a pulsing BPM beat, and a well-and-moon motif marks the fountain.
#0d0f14#f2c94c#e8e4da#3a4a6b#d94f3dType: Literata and Courier Prime
#next-run#rsvp#run-log#routes#streak#playlist- two moons
- the fountain as a well
- run log as numbered chapters
- pulsing beat at 120 BPM
- late-night jazz bar
The audience it expected
Literate, slightly melancholy urban night-owls in their 30s-40s who treat running as solitary meditation (Murakami's 'What I Talk About When I Talk About Running') and love dance-punk built on long, repetitive, building grooves. They prize vinyl, paperbacks, cats, jazz bars and the quiet strangeness of a city after dark.
Pacing
slow, contemplative pacinglong takesrepetitive structures that builddreamlike drift
Surfaces
minimalist measuredneon at nightanalog and vinyl warmthlo-fi grain matched Lo Fi (pacing)urban nocturnal
Tone
melancholicwistfulsurreal matched Surrealism (meaning quality)quietly euphoriclonely
Shared qualities
solitude in the cityrepetition as ritualparallel worlds and doorsnostalgiadance as release
The works it expected them to love
Brands
MujiUniqloBandcampPatagoniaMoleskineCriterion Collection
TV
Twin PeaksAtlantaSeveranceBroad City measuredMidnight Diner
Films
Lost in Translation measuredIn the Mood for LoveBurningDrive My CarPatersonPerfect Days
Music
Talking HeadsRadioheadThe StrokesArcade Fire measuredHot ChipNew Order
Podcasts
This American Life measuredRadiolab measuredSong Exploder measured99% Invisible measured
Sealed at the freeze: SHA-256 7c125cab23726c125b257ccf80e4b559961ad0c77eea0ffcfb21f56b80b292f5. The prediction shown here still matches it.
What Qloo measured
What this audience loves, the qualities those works share and the tags ranked for it. New means the prediction did not contain it.
Look qualities
- Energetic newin The Flaming Lips, Pixies and Pavement · ×1.65 as often as across audiences
- Professional newin NPR, University of Illinois at Springfield and ShipStation · ×2.77 as often as across audiences
- Minimalist predictedin The Velvet Underground, Spoon and NPR · ×1.12 as often as across audiences
- Clean Typography newin MoMA, the Museum of Modern Art, NPR and Huffpost · ×1.97 as often as across audiences
- Atmospheric newin Synecdoche, New York, Adaptation. and Forever · ×1.08 as often as across audiences
Mood qualities
- Obsessive newin Being John Malkovich, The Devil and Daniel Johnston and City of God · ×3.01 as often as across audiences
- Psychological newin Lady Dynamite, The Path and The Devil and Daniel Johnston · ×2.58 as often as across audiences
- Character driven newin Lady Dynamite, Portlandia and Happyish · ×1.31 as often as across audiences
- Nonlinear newin Lady Dynamite and Enter the Void · ×2.44 as often as across audiences
- Psychedelic newin The Flaming Lips and Animal Collective · ×2.44 as often as across audiences
Meaning qualities
- Surrealism predictedin The Flaming Lips, Animal Collective and Beck · ×3.26 as often as across audiences
- Global Citizenship newin The New Yorker, MoMA, the Museum of Modern Art and Metropolitan Museum of Art · ×3.26 as often as across audiences
- Indie music newin Happyish and Almost Famous · ×2.44 as often as across audiences
- Obsession newin Search Party and Man in the Mirror · ×2.4 as often as across audiences
- Humor newin Pavement and Beck · ×2.44 as often as across audiences
Brands
- The New Yorker newMinimalist Typography · Signature Serif Font · Classic Illustration Style
- Vice newNews & Politics · Advertising Enabled · Television broadcasting companies of Canada
- MoMA, the Museum of Modern Art newMinimalist Architecture · Modernist Design · Clean Typography
- Getty Images newMass media companies established in 1995 · Photo agencies · Entertainment
Brands, lesser known
- LA Kings newBlack And Silver Palette · Minimalist Logo Design · Iconic Visual Branding
- Antonio Banderas newFashion
TV
- Black Mirror newBleak minimalism · Morally ambiguous · Self destructive
- Lady Dynamite newFlashback driven · Whimsical · Humorous
- Search Party newIdentity crisis · Obsession · Tbs
- Forever newAtmospheric · Episodic · Thought provoking
Cautions the measurement raised
- Professional is carried mostly by brands (NPR, University of Illinois at Springfield, ShipStation): it is the design this audience sees every day. Translate the genre of that design, such as broadcast graphics, packaging type or signage, never a brand's logo, mascot, exact colours or products.
- Minimalist is carried mostly by brands (NPR, Huffpost, Breather): it is the design this audience sees every day. Translate the genre of that design, such as broadcast graphics, packaging type or signage, never a brand's logo, mascot, exact colours or products.
- Clean Typography is carried mostly by brands (MoMA, the Museum of Modern Art, NPR, Huffpost): it is the design this audience sees every day. Translate the genre of that design, such as broadcast graphics, packaging type or signage, never a brand's logo, mascot, exact colours or products.
- Clean is carried mostly by brands (Evolve Vacation Rental, Breather, ShipStation): it is the design this audience sees every day. Translate the genre of that design, such as broadcast graphics, packaging type or signage, never a brand's logo, mascot, exact colours or products.
- The audience "runners" matched no Qloo audience segment, so it did not contribute.
Layer by layer
Each arm's devices for the same layer of the design.
palette
With Qloo
Two-ink riso night: fluorescent pink and mint overprinted on riso blue
#2234a8#ff3fa4#3ce0a0#eef1f4#101544Without Qloo
Sodium streetlight on teal-blue shadow, with one cool neon and one plain paper
#12304a#0a1d30#ff8a3d#5fe3c0#e9eef2#16293btypography
With Qloo
Museum wall-label grotesque for every fact
Museum wall-label grotesque for every fact
Familjen Grotesk
Flyer headline in a heavy poster grotesque
Flyer headline in a heavy poster grotesque
Archivo Black
Without Qloo
A heavy record-sleeve word over a paperback page, with the notebook in handwriting
A heavy record-sleeve word over a paperback page, with the notebook in handwriting
Archivo Black
A heavy record-sleeve word over a paperback page, with the notebook in handwriting
EB Garamond
A heavy record-sleeve word over a paperback page, with the notebook in handwriting
Caveat
imagery
With Qloo
Two-ink fountain print
#fountain-figuresvg#fountain-printWithout Qloo
A night skyline whose lit windows are the member's runs, over the park fountain
#tonight-herosvg#night-citymotion
With Qloo
Misregistration kick: the pink layer jumps out of register on each action
@keyframes misregisterWithout Qloo
Slow drifting windows and a beat you can set
@keyframes window-drift@keyframes beat-pulsevoice
With Qloo
Curious rundown voice: facts first, one question after
Saw something odd on the run? File it before it turns ordinary.
Nothing on the wall yet. It starts with your first Thursday.
Pull an old Thursday out of order.
Without Qloo
Short, wistful lines that state the fact and then step back
Thursday, 20:00. The old fountain, in the park.
Same loop. A different night.
Where did your mind go tonight?
layout
With Qloo
No device in this layer.
Without Qloo
The notebook: a ruled page with a margin line, each run a numbered chapter
#notebook#log-formstructure
With Qloo
The Thursday wall: every Thursday of the season as a card in a grid
#thursday-wallThe oddity file: one strange thing seen per run, archived
#odditiesWithout Qloo
Sixteen Thursdays: a step-sequencer that lights one square per run
#loop-grid#loop-screen#loop-streakinteraction
With Qloo
Flashback: an old run cuts back in with a dated title card
#flashbackPace rundown: plan a finish time like a radio show rundown
#pace-plannerWithout Qloo
The door: saying you are coming opens a drawn door onto light
#door-rsvpsvg#door-artPlan the run: route, target time, splits and a cadence pulse
#planner#metronome#split-listEach arm's own review
The agent of each arm judged its own captures against its own plan.
With Qloo
Round 2: 4 met, 0 partly, 0 missed.
Both round-1 repairs landed: the pink ink prints in the fountain, the stock tab bar became a dashed tear-off strip and the accent-word headings became whole misregistered headings. The full board capture shows every feature working with data: RSVP, rundown, wall, flashback card, log with bests, and the numbered oddity file.
Check: 1.00, 10 of 10 devices in the files.
The look models default to: 1 of 12 signatures (one neutral sans for headings and text).
Without Qloo
Round 2: 5 met, 0 partly, 0 missed.
All five criteria are met on round 2 captures, and the feature test (r2-board-full) passed 37 of 37 with no script errors. The route choices are now drawn loops and the totals a track list; the tab band moved to the top so it never covers content.
Check: 1.00, 9 of 9 devices in the files.
The look models default to: 0 of 12 signatures.
Limits
- One pair is one sample. Model variance alone makes two designs differ, so one distance does not isolate what Qloo changed; repeat the pair before calling a difference the data's effect.
- The distance is a heuristic over palettes, type classes, landmark sections and CSS features. It does not measure quality or what people prefer.
- The headline counts devices anchored to what the prediction did not contain. It shows that the data changed the specification, not that the result is better.