VisAd: Design Ignites Change page

Our project is on Design Ignites Change.

VisAd: Final Sign Layout and Icons

VisAd: Collaborative icons

all of the possible icon styles

Direction Two. ...This. Equals...

This! Direction Three. With and without eyebrows.

This is the fairly finalized set. No faces, new color scheme. Yay.

VisAd: Sign Layouts R01

The far right signs represent the back of the board. The squares inside of the band on the left will be interchangeable magnets with fruit/vegetable icons. The market vendors can change out the icons on a week by week basis so the people that see the signs will always know what's available that day. The arrow icon will also be a magnet that is rotate-able so the signs can be placed anywhere the market chooses.

The sign is going to stand at 5 feet tall. The sign-area itself will be 2' wide by 4' tall, and the material will be 2 metal sheets that are hinged together at the top (metal allows for the ease of the interchangeable magnets). When standing, and when you're viewing the sign from the side, it will form a triangle. The bottom of the triangle will collapse upwards, allowing the sign to lay flat in order for easy transportation.

VisAd: Sign Colors R01

this is the existing logo for the Rosedale Farmer's Market

The three colors on the right were directly taken from the logo.

I then added three supporting colors into the system in order to add variety as well as functionality (orange is a good choice for representing pumpkins, squash, bread, etc. and the grey is a possible stand in for stark black)

From there, I added a 10% black mix to each swatch in steady increments.

These are a few possible groupings that could be utilized on the signage.

VisAd: Storyboard turned poster

original story board idea

New icons/drawings

new "storyboard" in poster format for better exposure opportunities.

feedback: 

1- Knows where Rosedale is, unwilling to travel that far for such as mall turnout. 

2- Knows where Rosedale is, Overland Park the only farmer's market he vends at, he WOULD be willing to possibly vend at Rosedale after acquiring all of the information the poster had to offer.

3- Did not know where Rosedale was, sells pies (value added goods), interested in selling at Rosedale after acquiring all of the information the poster had to offer.

4- Did not know where Rosedale was, worked at the local bakery, didn't know if the bakery would be willing to vend or not, but after hearing all of the information she figured the bakery would be interested as long as they could find someone to run the booth. 

About a 75% success rate in terms of willingness to consider vending at Rosedale.

VisAd: Vendor guidelines for the market

Rosedale Farmers Market Guidelines

VisAd: Three directions/prototypes

 STORY BOARDS FOR VIDEOS/ANIMATIONS TO GET PEOPLE TO THE FARMERS MARKET

General "about the market" video

1. Footage of children running around
2. Voice over: These kids are healthy because they have been eating produce from the Rosedale farmer’s market.
3. What is the farmer’s market, you ask?
4. The farmer’s market is the local place where you can purchase fresh produce.
5. So what’s so special about it?
6. Well, the fact the it’s local supports the local economy and helps the city grow.
7. Also, fresh produce is much healthier than factory pre-packaged meals.
8. Creating meals with your kids can be a wholesome family activity, not to mention they will have more energy and more brain power to create great things.
9.Wow, that’s great!
10. Yep... Come down to the farmer’s market on Sunday, 12-3. There’s family activities and other cool stuff. Like food.
12. You can help make the Rosedale Farmer’s Market great.

Vender: awareness and bringing vendors in video

1. The Rosedale farmer’s market needs more vendors
2. If there are more vendors at the farmer’s market, more people would be willing to go. The more people go, the bigger the farmer’s market will grow. This would create a greater sense of community in Rosedale.
3. There is an untapped market in Rosedale that most vendors don’t realize, vendors already selling there have said that almost all their produce gets bought up.
4. You can be part of a community changing experience, not to mention other stuff.

___________________________________________________________________

ICONS TO BREAK THE LANGUAGE BARRIER: 

Notes: Color coding to denote purpose of the icon (food, action, time, etc.) could be useful. Order the icons appear on the page (particularly for recipes) would be important (time appears first, ingredients needed and tools appear second and third, etc.). 

Possible Icons:

4 seasons
- fall
- summer
-spring
-winter


Produce/food
-micro greens (mint, chives)
-beef
-chicken
-pork
-eggs
-butter
-water
-milk
-apples
-peaches
-green/red peppers
-watermelon
-corn
-pears
-pumpkin
-potatoes
-sweet potatoes
-squash
-turnip
-okra
-tomatoes
-lettuce
-beets
-cabbage
-cucumber
-strawberries
-blueberries
-raspberries
-cherries
-radishes
-onions



Actions
-boil
-chop
-drain
-eat
-mix/combine
-use a mixer
-blender
-saute
-bake
-rinse
-microwave
-sift
-stir
-whisk

-flip



Seasonings
-salt
-pepper
-general spice
-color?


-cold/hot dish
-mild/spicy
-slow/fast to make

-low medium high stove top heat


Temperature
Time

Tools-
-knife
-strainer
-blender
-spatula
-spoon
-cutting board
-pot holder
-rolling pin
-skillet
-cookie sheet
-bowl(s)
-whisk/fork

VisAd: Possible solutions

-Branding the existing farmer's market
-Branding the winter farmer's market
-Campaign to bring more vendors in
-Icon system/templates to facilitate speech (recipes, seasonal foods, etc.)
-Advertising winter market
-Pamphlets with multi purposes (seeds built into the paper?, plant your own garden, start vending?)
-System where there is more ease in buying produce, and knowing what to buy and for how much (boxes with recipes and prices)
-Ride the bus to farmer’s market campaign (side of buses)
-Campaign to change the location of the farmer’s market




The three chosen directions to pursue:
-Icon system/templates to facilitate communication (recipes, seasonal foods, etc.)
-Environmental system of signs that raise awareness of farmer’s market, and direct people there
-Campaign to start the winter farmer’s market

VisAd: research responses

How would you rate the general attendance of the farmer’s market?

I think the attendance has improved from the beginning of our market to where it has better matched the balance with the number of vendors.  Now as our vendors are reducing due to reduced amount of produce we see a decreasing number of customers.

Why do you think attendance is lower than it potentially could be?

Initially I think it was due to advertising and knowledge that the market even existed.  Located on the edge of Rosedale, it is difficult to stumble across the market on a sunday afternoon.  In Kansas City the most effective advertisement seems to be word of mouth.  As that spread we slowly increased our attendance.  

Does the farmer’s market have any existing symbols that people would recognize upon seeing?

The market does have a symbol connected with the Greens and Beans program.  I'll try to remember to attach it to the email.  Actually, check out this link for the image we use.  http://rosedalefarmersmarket.com/ 

Does the farmer’s market accept the snap card?

We do accept the SNAP card.  In fact the purpose of the market is to make healthy foods available to the inner city communities.  To do this we were able to partner with the Menorah Foundation to use their Greens and Beans program money to make SNAP cards double value. A person swipes their SNAP card at the information booth for whatever amount they choose, then they get twice that amount in wooden tokens that can be spent as cash at the vendors.  The Market manager then reimburses the vendors for the full amount of the tokens they collected. 

Average number of people that visit the market on a weekly basis? Monthly?

I believe our average numbers weekly are just short of 200.  During the peak we were higher than that, and during the later dates more around 150.  Not sure what our monthly numbers are.

 

Is email the only means for communication between the farmer’s market and the community? If no, how else do you communicate?

Email is the most common route of communication.  Each week after the market the Market Manager sends out a summary email.  However a lot of communication happens during the market face to face.  It helps to check in with the vendors, see how things are going and work out any issues that may have crept up.  There is also a friday afternoon email blast that goes out to interested people with updates as to what to expect at the market.  Often the information is gathered through phone calls to the vendors to see what they will have for the upcoming market day.

Do you know if the average visitor is a local? a renter? an outsider? or a parent?

I dont' know the demographics of the average visitor.  Our target audience is the residents of Rosedale and generally the low income people.  I am not sure if that is who we hit or if we are mainly hitting the post church crowd and those that drive in for church in the area.

 

Do many kids (aged around 5-10) come to the market? Are the kids that do come excited to be there?

The number of kids seems to be low.  Even though there are the family activities I am not sure how much they get used.  My guess is the number is around less than 10 kids in the 3 hrs.  Kids that I see tend to be excited to be there, often running around saying hi to the animals.  There is much more of a community feel at this market and as the kids get to know the vendors they will often walk around saying hi to them also. 

Who do you suggest we contact that would be able to offer further insight?

For some of the statistics, like numbers of kids, customers during the week/month I would suggest talking with Heidi Holiday.  She has many of those numbers recorded.  The other person would be the Market Manager Joe Heidi.  If you need his email address feel free to ask, I'm guessing you already have it. 

Do costs of products fluctuate at all? If so, why?

Prices with fluctuate even during the same day at the same vendor.  The reason is that the vendors would prefer to sell their produce instead of taking it home, and reducing the cost helps that happen.  It then becomes an issue of supply and demand, tomatoes early are worth more than tomatoes in the high of production.  There is also a learning curve for some that are not familiar with what an acceptable price is.  Things are constantly balance to meet production costs and keep good level of sales.

Hope all of this helped!

Dr. Alliman 

VisAd: Research

River Market Vendor
    - vends at briar cliff/downtown kc city hall
    - rivermarket - bigger
    - tourists and locals
    - kids - family oriented
    - year round - pasta, not local

River Market Vendor
    - accepts SNAP
    - zora rosa - tuesdays nights
    - rivermarket - bigger
    - all year- winter grower - green houses
    - fluctuating prices - more expensive in the winter

River Market Vendor
    - veggies - SNAP grower
    - overland park area, “all over Missouri”
    - seasonal - spring and summer - done around october

Attendee RM
    - newly local
    - lots of vendors and cheap
    - local is better
    - lives on mission road
    - buys a little of everything
    - “everything is available year round”
    - attends about 2 times a month
    - attends the RM out of habit
    - kids have stuff to do

Attendee RM
    - freshness- fairly cheap - family thing
    - attends every weekend, sometimes twice
    - by zona rosa
    - grew up coming to the RM
    - always find whats here - seasonally aware

Attendee Rosedale
    - local - good, 1st time at the Market
    - find out from the sign on wednesday on the street
    - buys tomatoes, onions, all fruits
    - lives by Ku med Center - drove her car
    - not aware of seasonal food
    - produce - most important thing

Joe Hiede
    - exceeded expectations
        - as high as 270
        - ave = 150 - good for start up market
    - summer = families
        - not a lot of families, singles and older couples
    - signs (public), sat. = email blast (about 200 names), handing out flyers, door hangers
    - english and spanish flyers
    - need more vendors
        - 11 = max
        - 4-5 now
        - nothing to bring
        - that would bring more - value added?

VisAd: Notes to self and SCHEDULE

3 most valid approaches (each should be different from each other) diagram of how a system works (mock up new logo on pamphlets/aprons/signs)




Branding the existing farmer's market
Branding the winter farmer's market
campaign to bring more vendors in
icon system/templates to facilitate speech (recipes, seasonal foods, etc.)
Advertising winter market

pamphlets with multi purposes (seeds built into the paper?, plant your own garden, start vending?)





10-1
This Friday- have lots of ideas, narrow it down to 3 ideas

10-8
Next Friday- have further flushed out as prototypes to show Tyler

10-15
have user feedback/prototype testing (prototype all three plans)
in class- pick singular direction- start defining all content

10-22
have all content flushed out and finalized

10-29
start having visual elements (3.5 weeks to have all visual elements)

Wednesday November 17
case study and application for the website due

VisAd: Compairitive Research

Dmitri and I went down to the River Market Farmer's Market and asked some of the vendors/patrons a series of questions. The top two photos are from that market. The rest of the photos are from the Rosedale Farmer's Market, which is where we stopped next. I'll get our responses typed up in the next day or two and post them here as well.

VisAd: Brainstorm/Questionaires 9-24

9-24 email to Mr Alliman/Heide,

We are students at the Kansas City Art Institute, working on a project with our Visual Advocacy class that involves the the Healthy Kids Initiative. Our particular project involves the farmer’s market. We were put in contact with you by Joshua Hoffman. We have generated a list of questions about the farmer’s market, and we were wondering if you would have time to meet with us or have a phone discussion with us in order to help us answer said questions. If communicating via email is easier for you, that also works for us. Thank you so much for your time.

Sincerely,

Abby Gallagher & Dmitri Kozlov

____________________________________________________________________________

Questions for Chris Alliman and Joe Heide:

How would you rate the general attendance of the farmer’s market?

Why do you think attendance is lower than it could be?

Does the farmer’s market have any existing symbols that people would recognize upon seeing?

Does the farmer’s market accept the snap card?

Average number of people that visit the market on a weekly basis? Monthly?

Is email the only means for communication between the farmer’s market and the community? If no, how else do you communicate?

Do you know if the average visitor is a local? a renter? an outsider? or a parent?

Do many kids come to the market? Are the kids that do come excited to be there?

Who else can I speak with that would be able to offer further insight?

Do costs of products fluctuate at all? If so, why?

VENDORS:

How would you rate the general attendance of the farmer’s market?

Why do you think attendance is lower than it could be?

Average number of people that visit the market on a weekly basis? Monthly?

Do you know if the average visitor is a local? a renter? an outsider? or a parent?

Do many kids come to the market? Are the kids that do come excited to be there?

Does the farmer’s market have any existing symbols that people would recognize upon seeing?

How often do you vend here?

Do you vend anywhere else?

If so, would you say that location is more successful? Why or why not?

Do costs of your products fluctuate at all? If so, why?

PEOPLE THAT GO:

Why do you go?

What type of produce do you buy?

How do you get to the farmer’s market?

Do most of the people that you know attend the farmer’s market?

If no, why or why not?

Do you always find the foods that you’re looking for?
Are you aware of the produce that is seasonally available?

Are you aware that the farmer’s market accepts SNAP?

Do you use SNAP?

How often do you attend the market?

What would make you attend more often?

PEOPLE THAT GO TO THE RIVER MARKET FARMER’S MARKET:

Why do you attend this farmer’s market?

Do you chose this farmer’s market over others?

What type of produce do you buy?

How do you get to the farmer’s market?

Do most of the people that you know attend the farmer’s market?

Why or why not?

Do you always find the foods that you’re looking for?
Are you aware of the produce that is seasonally available?

Do you use SNAP?

How often do you attend the market?

What would make you attend more often?

PEOPLE THAT VEND AT THE RIVER MARKET FARMER’S MARKET:

Would you consider this farmer’s market successful?

How would you rate the general attendance of the farmer’s market?

Average number of people that visit the market on a weekly basis?

Do many kids come to the market? Are the kids that do come excited to be here?

Does the farmer’s market have any existing symbols that people would recognize upon seeing?

How often do you vend here?

Do you vend anywhere else?

If so, would you say that location is more successful? Why or why not?

Does the cost of your product fluctuate at all? If so, why?

____________________________________________________________________________

Incentives to go to the corner store over the farmer’s market: AKA THINGS TO THINK ABOUT

time frame

convenience/ease

-location (transportation and closeness), -meals, -cost perception, -open more often

SNAP? (don’t know they can use SNAP at farmer’s market)

cook-free/fast meals (how can we prove cooking is easy and fast, not to mention better for ya)

____________________________________________________________________________

POSSIBLE SOLUTIONS:

-Rebranding

    -recognizable symbol within the community

    -creating a unified system

-Template system (signs, pamphlets, letterhead, etc.)

-Spreading information about the market- possible Information booklet to be passed out to         general members in the community (with information of what’s available at the market, -seasonal foods, snap information, etc.) or mailer

-incentive solution (recipe cards, kid-friendly events/activity book/etc., etc.)

-recipe cards that denote SNAP/Cost (This meal, costs 7 SNAP points and takes ten minutes,         etc)

-system for the food at the farmer’s market that makes it easier to know what to buy for certain         meals. (putting the same ingredients from a recipe in one box)

-”cook free” meals/food ideas (microwave baked potato) (also considered easy prep)

-"value added" -> recipes for vendors

-breaking the language barrier (icon system, etc.)

-incorporating processed foods and market foods into recipes