Design study, Maritime
Dockside Fish Market
A self-initiated design study: Grow Saturday foot traffic at the dockside market and help local fishing families sell straight to buyers.
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
- Maritime
- Audience
- Home cooks and families who want fresh local seafood and a closer tie to the fishing fleet.
- Objective
- Grow Saturday foot traffic at the dockside market and help local fishing families sell straight to buyers.
- When and where
- Saturdays | 8 am to 1 pm, The Fish Pier
Concept A: Meet Your Fisher 12
Puts a face on the catch, so buying seafood feels like a handshake with a neighbor, not a grocery errand. Type style.
Concept B: Freshness First 12
Leads with freshness and timing, the two things seafood shoppers care about most, in plain dockside language. Scene style.
Concept C: Chef's Secret Spot 12
Lets shoppers in on where good cooks buy their fish, with a knowing wink that rewards early risers. Grid style.
Spanish adaptation of Meet Your Fisher 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 6.59 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 | 6.59 to 1 |
| Flyer, letter | 11 | 13.5 | 6.59 to 1 |
| Social story, vertical | 13 | 13.0 | 6.59 to 1 |
| Retractable banner | 10 | 10.0 | 6.59 to 1 |
| Display ad, 160 by 600 | 10 | 10.0 | 6.59 to 1 |
| Social post, square | 13 | 13.2 | 6.59 to 1 |
| Display ad, 300 by 250 | 10 | 10.0 | 6.59 to 1 |
| Postcard, 6 by 4 inches | 13 | 13.2 | 6.59 to 1 |
| Event cover | 12 | 12.0 | 6.59 to 1 |
| Billboard | 12 | 12.0 | 6.59 to 1 |
| Email header | 11 | 11.0 | 6.59 to 1 |
| Display ad, 728 by 90 | 10 | 10.0 | 6.59 to 1 |