Responsive - Food In The Loop: Evaluation

The aim of the brief was to create a poster that raised awareness about sustainablility for one aspect in the food cycle. I create three posters in a set as a response. I chose to focus on the production of food, the disposal of food and the high cosmetic standards of fruit and veg. These three areas covered a range of issues in the food cycle and together have formed a strong visual campaign.

I really enjoyed every aspect of the brief from researching to creating the outcomes. The challenge was to create an outcome that would accurately send the right message to the audience. The posters needed to be kept as simple as possible and get straight to the point. The past entries have all had strong visual concept which not only is aesthetically pleasing but its message is clear.

The style throughout the three posters has remained the same. Working on a white background for all three has kept them clear with the attention being focused on the illustrations. The typeface used is Hussar as it provides a bold powerful message whilst retaining a friendly quality which means the message is received better. Orange has been chosen for the type as it is a natural earthy colour, it also helps to make the poster look visually more approachable in comparison to a harsh black which you would not naturally link to the earth. The orange type has remained consistent throughout all three designs, this has strengthened the overall appearance and made the visual connections between the three posters a lot stronger. Two of the posters have included an explanatory paragraph. The first most shocking statistic has been put in bold so that the viewers eye is drawn to that first and then naturally continue to read the rest of the paragraph.

All the illustrations were derived from images of the items so that they would retain a likeness. A range of compostable objects were chosen not just fruit and veg. The teabag and eggshell were included to show the range of household waste that can be composted. The carrot design has been kept in the same style so that the posters designs work as a set. The colours chosen have kept the design’s appearance up-beat whilst accurately reflecting the items they help to create. The colour works in sync with the illustrative design.

The project as a whole has been slightly more rushed than I would have liked. I really enjoyed it and wish in hindsight that I begun it earlier. This would have allowed me to explore more creative options and perhaps create a larger range of posters that could have covered every aspect of the food cycle. However considering the time restrictions I have had the work that has been produced accurately answers and goes beyond the brief requirements.

I would have really liked to print the final posters on recycled paper, however the university supply does not allow for this so the final designs have been printed on white matt. This would have really strengthened the posters concept visually as well as adding a natural texture to the design. However the submission to Posterheroes is digital anyway so this will not affect my submission, but I will print them on recycled paper in my free time after the brief for my own portfolio.

If I had more time I would really like to extend the project and create a range of informational books that would go into more detail covering the issues raised in the posters. This would strengthen the the posters by providing a book of information for the viewer to read. The book could have four chapters covering the four main areas in the food cycle. Production, Transformation, Distribution and Disposal. By following the full cycle of the fruit and veg people may begin to realise there is so much more going on that we do not know about. The would also be able to see what they could do to help and how it benefits them.