Sarah’s initial study was to look at stereotypes in character design, prying about the use of stereotyping to help the audience visually understand the character at a first glace. The dissertation poses the question of what happens when you remove stereotype from their design, whether a character would still be recognisable or not. Sarah decided to narrow it down and focus on a specific kind of stereotype, the popular witch. It was chosen because a “witch” is a stereotype that everyone has a general idea of what it looks like (wearing black, pointed hat, broom etc.), and this project was to create a witch character with the understanding of the limitations of design stereotypes.