design process book for genetically modified foods campaign

GM Foods Awareness Campaign_Process Book

Project 1

Process BookGRDS 726 OL - GD in Social Awareness

Professor Sarah AdamsSummer Quarter 2012

© Katherine Fisher Howell-Kiser, 2012

DEFINE OBJECTIVE:

Design a body of work that aims to create public dialog regarding a specific social issue of your choosing. Your final solutions can be in any format, provided it is appropriate to the subject matter: a series of posters, a magazine, a Web site, informational mailers, or any combination thereof. The rationale for choosing the construct should be validated by your choice of topic and target audience. The topic can be as general (domestic violence) or as specific (child abuse in rural areas) as you wish. You must determine your target audience and your tenor immediately. Will you use humor? Satire? Shock? An appeal to intellect? Only then can you determine what elements will be best fitted to the project. The objective is to communicate the desired message to the desired target audience in as effective a fashion as possible.Note: This project spans multiple units in the course. Refer to this unit’s assignments page for a description of specific project tasks to be completed during this unit.

Your topic must be thoroughly researched before you begin any serious design work. Subject matter that focuses on divisive issues must include research on the opposing viewpoint as well as the viewpoint to which you adhere. You must fully understand the scope of the issue before you can hope to address it in an informed fashion. Research should also include examples (in visual and written form) of past design work done for the same cause. Download visuals as you run across them, and save URLs in a file for future reference. This research should be compiled neatly in a project binder for your own reference.

Other areas of process include written brainstorming, thumbnail sketches, and computer developed roughs. Word association brainstorming with a pen and paper is an excellent way to discover unique solutions. Once you have completed your research, write down any key words from your research, and begin writing other words that are in any way associated. Such an exercise may help facilitate your creative explorations. Thumbnails should show evidence of extensive exploration.

Define | 5



Define | 7

THE ISSUE:

Genetically Modified (GM) Foods

**Specifically, the fact that consumers are almost completely uninformed about the possible consequences and side-effects of GM Foods. There is little to no testing, especially long-term, required of GM Foods before they can be placed on the market and they are not required to be clearly labeled as GM products. Consumers are taking a VERY large risk by buying, growing, or consuming untested, genetically modified food.**

HISTORYGenetically modified foods (GM foods, or biotech foods) are foods derived from genetically modified organisms. Genetically modified organisms have had specific changes introduced into their DNA by genetic engineering techniques.

Genetically modified foods were first put on the market in 1996. Typically, genetically modified foods are transgenic plant products: soybean, corn, canola, rice, and cotton seed oil. Animal products have also been developed, including: cows genetically engineered with human genes in order to produce breast milk; goats genetically engineered to produce milk with silk in it (used for clothing manufacturing); and, most unsettling, a type of pig that glows in the dark because of implanted jelly fish DNA.

The ideal goal of creating genetically modified food is to be able to engineer organisms that have added “beneficial” traits.

CONCERNSWhile the idea behind GM Foods might be a noble one, as can be expected, many people have objected to GM foods (also called “frankenfoods”) on several grounds, including safety issues, ecological concerns, and economic concerns.

Farmers around the world are growing GM crops without knowing the potential risks and countless people are consuming GM foods without knowing the many possible side-effects, some immediate and some long-term.



DEFINEDEFINE

Analyze | 9

ANALYZE RESEARCH:

• The genetic modification of food can cause the transfer of allergens. For example, a GM soybean that was placed on the market in 2006 was found to be allergic to those allergic to Brasil Nuts. A warning was eventually issued, but not before many reactions were reported (some life threatening).

• Pests resistent to chemicals or pesticides are likely to develop with GM agriculture. A large crop of potatoes in Idaho was destroyed in 2011 because of an aphid attack (of which they were supposedly protected from due to genetic modification).

• Genetic pollution is already affecting conventional and organic growers. In 2010, over a billion dollars of crops had to be destroyed due to contamination. The creation of new species is also a risk.

• GM foods can adversely affect human health because the introduced DNA doesn’t always break down in the digestive system which can lead to the formation of gut bacteria and antibiotic resistence.

• Genetically modified organisms have already resulted in many deaths. GM cotton introduced to Indian farmers by the company Monsato is considered the leading cause of suicide by said farmers because the crops would not grow correctly in their soil, leaving farmers unable to provide for their families. According to the most recent figures (provided by the New York University School of Law), 17,638 Indian farmers committed suicide in 2009 — about one death every 30 minutes.

• It’s been found that the body can begin to absorb micro RNA from GM Food, which has been implicated as one of the causes of the increased rates of cancer, Alzheimer’s, and diabetes.

• Vegans/Vegetarians may unknowningly ingest animal genes injected into plants. GM products are not required to be labeled.

• The American Academy of Environmental Medicine has warned against GM Food because of risks associated with “accelerated aging, immune dysfunction, insulin disorder, organ damage, and reproductive

disruption.”

Currently, most people are not aware of the chance they take by growing, buying, or consuming untested GM products because extensive testing and labeling is not required. The public needs to be educated about the risks.

David Schubert, of the Salk Institute, said, “GM food is not a safe option given our lack of understanding of the consequences...we have become guinea pigs.”



ANALYZE

Analyze | 11

CAMPAIGN DEMOGRAPHICS + INFORMATION:

TARGET AUDIENCEThe primary target audience for this project are male and females adults, ages 18 and over. Young adults, parents, and senior citizens will be most affected and impacted by this issue and campaign.

GEOGRAPHIC SCOPEThe project will be national, hopefully global, in scope.

DESCRIPTION OF STRATEGYThe main focus of my campaign will be getting people to realize that the risks of growing or consuming GM food products are largely unknown at this point and that we are essentially being used as guinea pigs. This is a huge gamble for people to be taking with their health and with the environment.

DESIGN OBJECTIVESThe campaign will definitely consist of a poster and billboard series featuring strong imagery and a tagline to tie all of the pieces of the campaign together (as well as any other products that might be created).

Primary locations for signs to be displayed are:

• grocery stores/markets• outside hospitals/health centers• farming supply stores/gardening centers• in/near public transit locations

At the moment, additional campaign pieces may include:

• A website and/or app informing people about GM Foods• A reusable shopping bag used to educate people• A grocery cart seat that shows how to read store labels• Possibly a food truck promoting non-GM Foods and educating about the risks associated with GM Foods. But this may not really fit with the overall campaign...still trying to decide about this one...



Analyze | 13



PREVIOUS GM FOODS CAMPAIGNS:ANALYZE

Analyze | 15



ANALYZE PREVIOUS GM FOODS CAMPAIGNS:

Analyze | 17




Analyze | 19




Analyze | 21




Analyze | 23




Explore | 25

TAG LINES:



EXPLORE

Explore | 27

CONCEPTS:



EXPLORE

Explore | 29

CONCEPTS (ZOOMED):



EXPLORE

Explore | 31

CONCEPTS (ZOOMED):



EXPLORE

Explore | 33

CONCEPTS (ZOOMED):



EXPLORE

Explore | 35

NEW/REVISED CONCEPTS:



EXPLORE

Explore | 37

NEW/REVISED CONCEPTS:



EXPLORE

Test 1 | 39

PEER CRITIQUES:

LORI FIELDS

Katherine,

Your concepts are developing well. I still love the hazard idea. I can’t wait to see test pics that you plan to post. You have selected the perfect hazard symbols to utilize on p. 2 of your updated sketches page. I know you can pull it off. With the right lighting and perhaps white background they should pop off the page/posters. It would be neat to see your depiction of the hazard sym-bols created with the fruit and vegetables and then the smaller version of the true hazard symbol somewhere in the smaller text…perhaps showing the definition of the hazard signs. This may allow the viewer to compare the two.

The other concepts are good, but I think the Hazard one is the strongest and visually I think you can rock it. :)

I love the iPhone and especially the scanner. Are you familiar with Fitness Pal. Well, it’s a app that you can track food intake. The coolest feature that I love is its ability to scan items rather than searching entering them. This is a big time saver.

I see that you are trying to create a brand for the cam-paign as well. The “Beaware” logo/icon will be something needed to create an identity. I looked at the typeface samples that you had in the other PDF and I am torn. I love the icon in the samples on p. 5, but something about the boldness and presence of the all type solutions on p. 7. But I LOVE what you have so far. I would def. go for the green and black/grey.

Very exciting work so far.

PROFESSOR ADAMS

Katherine, it is great that you are playing with various ideas and sketches. I have often discovered that one idea will often bleed into another. One interesting idea that you are playing with is the use of eaten melons.



TEST 1

Test 1 | 41

PEER CRITIQUES:

PROFESSOR ADAMS (cont.)

However, it will need to be strongly read as melons as the meaning might be skewed as is. The idea would be strong on setting a signature color in order to carry the point across. The icons are what are standing out to me the most, some are causing me to make a double take. Which I believe is your intention. The simplicity of the mark will be key as well as readability. IF you flip to page 3 of your PDF’s, I would try and combine the two ideas to see if they work. For example, place the triangle around the icon with Be[A]ware underneath it. Then, below the triangle pace “Looks can be deceiving” along with contact information below it. That way you have a filtering system so to speak, an element which calls one’s attention to itself which in turn allows the reader to move further into the piece to learn more about the campaign you are promoting. For the icons, I would con-sider using flat colors, very reminiscent of the icons used for these hazard elements. I do also like the pear mark, however, instead of the bones, I would try and replace this with string beans or another elongated element. Continue to think about foods and the shapes that they make, also, Be[A]ware can be your logo for the overall campaign, the one element to pull all of the pieces to-gether, and underneath each icon, use the words which are associated with the marks, such as Biohazard or Toxic Hazard. That way the icon and what they stand for become stronger in the mindset of the viewer.

As for the marks themselves, I would not repeat the tri-angle, if you are considering using the same shape within your campaign pieces. Instead, the mark considerations on page 7 are nice. The strong sans serif is an easy read, however, be careful with the line underneath Be[A]ware as this will be really hard to read when decreased in size. Consider having the logo, but also ensure that the line underneath is easy to read as well. You can even treat it as a tag or combine it with the message. For example you can place it under “Looks can be Deceiving: Consider the risks of genetically modified foods.” Short and to the point.



TEST 1

Test 1 | 43

PEER CRITIQUES:

MARISKA KALMEIJER

Katherine, I visually enjoy the direction you are pursu-ing. The colors are definitely a hit to your story. Person-ally I enjoyed your Be[A]ware logo the most, but after what the professor said about downsizing, I must agree. As for your design, I like the “possible side effects,” with strong photography this can be a head turner! I can just imagine seeing a beautiful photograph, and than re-ality kicks in when you read the message. The key will be to then get the viewer the actually read the message! I know today was your day off, have you found any addi-tional solutions?

KATHERINE HOWELL (me)

Yes, it was supposed to be my day off but I got called in again! Only for a couple hours this afternoon/evening, but it caused me to almost miss the Connect Session. Luckily I caught Professor Adams right before she logged out so I was able to ask for clarification on some things. I was able to execute poster roughs for the “Possible Side Effects” concept as well as the “Risk-Taking Sport” con-cept, but still need to do the Hazard Symbols concept. I’ll try to get more things posted soon!



TEST 1

Iterate | 45

INITIAL BRAND TESTS:



ITERATE

Iterate | 47

INITIAL BRAND TESTS:



ITERATE

*POSSIBLE SIDE EFFECTS OF GM FOODS INCLUDE: Headaches; Dizziness; Signs of an allergic reaction, including an unexplained rash, hives, itching, unexplained swelling, wheezing, or di�culty breathing or swallowing; Sore throat; Runny nose; Abdominal pain; Blood pressure changes; MicroRNA gene attachment; and Increased risk for various types of cancer, diabetes, and Alzheimer’s Disease. Please contact your physician before consuming.

Iterate | 49

CONCEPT 1: MEDICINE-LIKE SIDE EFFECTS



*POSSIBLE SIDE EFFECTS OF GM FOODS INCLUDE: Headaches; Dizziness; Signs of an allergic reaction, including an unexplained rash, hives, itching, unexplained swelling, wheezing, or di�culty breathing or swallowing; Sore throat; Runny nose; Abdominal pain; Blood pressure changes; MicroRNA gene attachment; and Increased risk for various types of cancer, diabetes, and Alzheimer’s Disease. Please contact your physician before consuming.

ITERATE

MOUNTAIN BIKING

SKYDIVINGROCK CLIMBING

EATING

HAVE YOU HEARD ABOUT THE NEWEST RISK-TAKING SPORT?

Iterate | 51

CONCEPT 2: EATING AS RISK-TAKING SPORT



MOUNTAIN BIKING

SKYDIVINGROCK CLIMBING

EATING

HAVE YOU HEARD ABOUT THE NEWEST RISK-TAKING SPORT?

ITERATE

visit www. BEAWARE .com for more details

DOWNLOADTHE APP

DON’T RISK IT.

BIO-HAZARDLOOKS CAN BE DECEIVING.

CONSIDER THE RISKSOF GENETICALLY MODIFIED FOODS.

Iterate | 53

CONCEPT 3: HAZARD SYMBOLS



DOWNLOADTHE APP

DON’T RISK IT.



ITERATE

DOWNLOADTHE APP

DON’T RISK IT.



Iterate | 55




visit www. BEAWARE .com for more details

DOWNLOADTHE APP

DON’T RISK IT.



ITERATE

DOWNLOADTHE APP

DON’T RISK IT.



Iterate | 57




ITERATE

DOWNLOADTHE APP

DON’T RISK IT.

LOOKS CAN BE DECEIVING.


Iterate | 59




DOWNLOADTHE APP

DON’T RISK IT.



BE[A]WARE

ITERATE

DOWNLOADTHE APP

DON’T RISK IT.



BIO-HAZARD

Iterate | 61




DOWNLOADTHE APP

DON’T RISK IT.



BIO-HAZARD

ITERATE

Test 2 | 63

PEER CRITIQUES:

RYAN OVERALL

I like where you are headed for your chosen concept. This is a little difficult because a lot of the ideas I would have liked to have seen you incorporate in your design concepts have already been done (I noticed this after re-looking at your design brief). So, this likely impacted the direction that you chose.

It appears to me that you are leaning more towards the bio-hazard concept, which is fine and works well. However, if you go with this choice consider changing “bio-hazard” to “food-hazard” that way the viewer will definitely associate the piece with food. Most people are familiar with the bio-hazard logo, and will get it. At this moment I am leaning more towards your first hazard symbol on page 5. I like the grunge back-ground, and kind of would like you to incorporate at the grunge look in the rest of the design (type, im-age). I also like the “risks” design concept, but would change it from “the newest risk-taking sports” to “the newest risks”. Eating for me is not really a sport.

The treatment for “BEAWARE” also works well. If you choose to include body text like you have in your first three designs, make sure to be aware of the color contrasts and any leading/tracking issues. Nice start, I look forward to seeing the final design.

DEVON GIBBS

Wow, you sure have completed a lot so far. I like the visual impact of concept 1, it makes me think every-thing is wonderful until I make it to the copy and learn of the risks. Maybe you could have keep “Enjoy” large and put “at your own risk” small below it. I’m not really liking concept 2 as much, too much going on I think. Your 3rd concept is good, the bio-hazard is very recognizable. Out of those concepts I would have to say page 6 second treatment is my favorite. It would also be interesting to see the it on a refrigo-rator door, to really get across as the food we buy. Great progress.



TEST 2

Test 2 | 65

PEER CRITIQUES:

PROFESSOR ADAMS

Katherine, I like the way you have pushed yourself to the next level. Your progression is really coming along, and I must say I have a few favorites, but now that this is still a work on progress. Jumping down to page 6, this is one of my favorite looks. The poster on the left is clean and easy to read plus the bottom area is not as congested like what we saw on the previ-ous poster. However, with that poster I would still add .com after the logo on the bottom left. The QR is a nice inclusion as well. The texture bkg is good as well as it provides a sense of depth to the piece, when compared to the previous posters. Make sure though that Looks can be Deceiving is not to thin that read-ability becomes an issue. In regards to the bio-hazard, I would actually keep this. If you look at the definis-tion of the word, it is, “pose a threat to the health of living organisms, primarily that of humans.” Which you are educating the viewer about the dangers of modi-fied foods and what it could possibly do to someone’s body. The poster on the right side is also nice as I get the sense of corrosive material eating away at the sign. A sense of distress has been made visually, but again, ensure that you watch the readability of the looks can be deceiving area. Make sure that you watch your contrast for your logo with the white on yel-low is hard to read. I like the lockup of the app area, that is a nice execution. The posters here are quick to read and you get the point across quickly. This is really coming along visually. The first concept also has potential, but with that piece comes a lot a time for the reader to understand what is going on. If you could work with the typography there and adjust the contrast so that the side effect phrase is strong, then you can keep the description smaller, like you have it. I would also still include the web address as well as the QR code so that you have a call to action for the user to download the code or visit the site to learn more about GM foods.



TEST 2

Test 2 | 67

PEER CRITIQUES:

KALEENA TUCKER

My favorite is the very last iteration of concept 3. I think the yellow works nicely, and the typography is well done. The gray, grainy texture of the background works well against the smooth lettering. Nice job!

JENNIFER DEANGELIS

You’ve really done some great tests here!It seems that you’re not set on any one look and are hoping for some comments from your peers to help you. I like the 3rd option with the watermelon pieces. The message is clear to me here. I like that you are combining photography with concept. You have put the watermelon in the shape of the hazard sign, it’s sim-ple, noticeable and the watermelon color works nicely with your palette! Bonus!

KATHERINE HOWELL (ME)

Thanks everyone! Based on feedback, I’ve decided to pursue Concept 3: Hazard Symbols for my campaign.



TEST 2

.comwww. DOWNLOADTHE APP

DON’T RISK IT.

IRRITANTLOOKS CAN BE DECEIVING.


Refine | 69

HAZARD SYMBOLS (flat version):




DON’T RISK IT.



REFINE


DON’T RISK IT.

WARNINGLOOKS CAN BE DECEIVING.


Refine | 71

HAZARD SYMBOLS (flat version):




DON’T RISK IT.

TOXIC WASTELOOKS CAN BE DECEIVING.


REFINE

Refine | 73

HAZARD SYMBOLS (distressed version):



REFINE

Refine | 75

HAZARD SYMBOLS (distressed version):



REFINE

Billboards:



BIO-HAZARD

.comwww.

BIO-HAZARD

LOOKS CAN BE DECEIVING. CONSIDER THE RISKS OF GENETICALLY MODIFIED FOODS.

IRRITANT

.comwww.

TOXIC WASTE WARNING

Mobile App Icon:

beAware beAware

BIO-HAZARD

beAware beAware

WARNING

.comwww. .comwww.

BIO-HAZARD

Refine | 77

HAZARD SYMBOLS (ephemera):

Produce Sticker:

Bumper Stickers/Magnets:



.comwww.



.comwww.

BIO-HAZARD.comwww.

BIO-HAZARD BIO-HAZARD

www.BEAWARE.com

DON’T RISK IT.

BIO-HAZARD

www.BEAWARE .com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE .com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE.com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE.com

CONS

IDER THE RISKS.

BIO-HAZARD

.comwww.



.comwww.

BIO-HAZARD.comwww.

BIO-HAZARD BIO-HAZARD

www.BEAWARE.com

DON’T RISK IT.

BIO-HAZARD

www.BEAWARE .com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE .com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE.com

CONS

IDER THE RISKS.

BIO-HAZARD

www.BEAWARE.com

CONS

IDER THE RISKS.

BIO-HAZARD

.comwww.



BIO-HAZARD

DOWNLOADTHE APP

DON’T RISK IT.

.comwww.



.comwww.CONSIDER THE RISKS OF GENETICALLY MODIFIED FOODS.

.comwww.

.comwww.

BIO-HAZARD.comwww.

REFINE



BIO-HAZARD

.comwww.

DOWNLOADTHE APP

DON’T RISK IT..comwww.DOWNLOADTHE APP

DON’T RISK IT.



.comwww.DOWNLOADTHE APP

DON’T RISK IT.

.comwww.

BIO-HAZARD


TOXIC WASTE IRRITANT WARNING

BIO-HAZARD



.comwww.

BIO-HAZARD




DON’T RISK IT.

BIO-HAZARD


TOXIC WASTE IRRITANT


DON’T RISK IT.

BIO-HAZARD


IRRITANT WARNING

.comwww.

Refine | 79

HAZARD SYMBOLS (ephemera):

Grocery Cart Ad:





BIO-HAZARD

.comwww.

DOWNLOADTHE APP

DON’T RISK IT..comwww.DOWNLOADTHE APP

DON’T RISK IT.




DON’T RISK IT.

.comwww.

BIO-HAZARD



REFINE

Test 3 | 81

PEER CRITIQUES:

LORI FIELDS

Oh my gosh! You have been on it. :) Love it...you are making great progress.

Lori

CONNECT SESSION + EMAIL EXCHANGE

While I didn’t get many comments on the board during Unit 4, the weekly connect session and an email ex-change with Professor Adams helped me decide to use the distressed posters but without the concrete back-ground. Rather, the signs should become the posters. The distressed textures should be more incorporated into the other pieces of ephemera.

Also, it was recommended that I shorten the website to “BEAWARE.com” to allow for more space in be-tween the footer elements and to change to QR code to something that directs users to a GM-related food site.

The final feedback I received was to add some leaves to the top of the carrot to make the icon more obvi-ous and to try out some different food options for the “Toxic” poster. After trial and error with the “Toxic” icon, I decided to eliminate that poster due to lack of legibility and have a series of 3 instead.



TEST 3

Actualize | 83

POSTER SERIES:



ACTUALIZE

STICKERS (bumper + produce):

BILLBOARD:

Actualize | 85

POSTER SERIES:



ACTUALIZE

STICKERS (bumper + produce):

BILLBOARD:

Actualize | 87

GROCERY CART AD:



MOBILE APP ICON:

ACTUALIZE

MOBILE APP:

Actualize | 89

SCENES:



ACTUALIZE

SCENES:

Actualize | 91

SCENES:



ACTUALIZE

SCENES:

Actualize | 93

SCENES:



ACTUALIZE

Reflect | 95

MY THOUGHTS:

Overall, I am happy with the way this project turned out. I think the campaign delivers the message clearly and the elements appear unified. The color scheme alerts the viewer to a danger and the icons reference already known symbols. If I were to change anything, I would probably add a few more elements like a social media account, web banners, and a website that the QR code could direct viewers to.



REFLECT

design process book for genetically modified foods campaign

Documents

modified gm foods

sideeffects of gm foods

areas of process

specific social issue

process bookproject

process bookgrds

process bookdefine objective

role of graphic design