Design study, Experiences
Bayfront Farmers Market
A self-initiated design study: Grow weekly market visits and make sure families know the market accepts food assistance benefits.
These are self-initiated studies, not client work. Each is a fictional campaign; none was commissioned by, produced for, or approved by any agency or organization.
The brief
- Line of business
- Experiences
- Audience
- Neighbors, including families who use food assistance benefits, who want fresh local produce.
- Objective
- Grow weekly market visits and make sure families know the market accepts food assistance benefits.
- When and where
- Wednesdays | 3 to 7 pm, Bayfront Plaza
Concept A: Meet the Grower 12
Connects shoppers to the farmers who grow their food just inland, with portraits and first names. Type style.
Concept B: Benefits Welcome 12
Removes a quiet barrier by stating plainly that food assistance benefits work here, at every stall. Scene style.
Concept C: Midweek Reset 12
Frames a Wednesday market trip as a small reward in the middle of the week, a reset before the weekend. Grid style.
Spanish adaptation of Meet the Grower 12
The first direction adapted rather than translated: the headline, supporting line, and call to action rewritten in Spanish, with the layout reflowed for the longer text. Type style.
What was checked
Every one of the 48 pieces was checked as it was composed. The lowest text contrast measured anywhere in this study is 5.16 to 1, against a minimum of 4.5 to 1. Type sizes are in the units of each format: pixels for digital formats, and for print, units of the drawing at the sizes shown.
| Format | Minimum type size | Smallest set | Lowest contrast |
|---|---|---|---|
| Poster, 18 by 24 inches | 11 | 13.2 | 5.16 to 1 |
| Flyer, letter | 11 | 13.5 | 5.16 to 1 |
| Social story, vertical | 13 | 13.0 | 5.16 to 1 |
| Retractable banner | 10 | 10.0 | 5.16 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 5.16 to 1 |
| Social post, square | 13 | 13.2 | 5.16 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 5.16 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 5.16 to 1 |
| Event cover | 12 | 12.0 | 5.16 to 1 |
| Billboard | 12 | 12.0 | 5.16 to 1 |
| Email header | 11 | 11.0 | 5.16 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 5.16 to 1 |