First stage poster

Intended audience

Target audience is consumer that are interested in getting a new concept of "My Carefree Vegetable." They are curious about the quality of the vegetable they are eating everyday and how to they can get involve into the whole process in person.

Objective

Explain the loopholes in the FDA-sanctioned spinach processing system.

Key message

26 million servings of salad every week. In effect, we're washing the whole nation's salad in one big sink, which is offering the opportunities of contaminations. "Farmers can do pretty much as they please," Carol Tucker Foreman, Director of the Food Policy Institute at Consumer Federation of America, said recently, "as long as they don't make anyone sick."

Principles

Shannon-Weaver Model:
Reduce noice-Using a single picture and slogan to catch people's attention and raise their concerns
Addredundancy-Using different percentage of transparency to make the abstract contents and make the information speaksbut not louder than the main point of the poster, and also, it shows the different "Lead" message and the "Followed" message.

Channels

Carried the message and informations in a poster that can let people get the idea and start to think about it even they just took a glance, nomatter when they walking on the street or waiting for a bus.

Second Stage billboard

Intended audience

Target audience is consumer who never think of the crisis that spinach had brought, and they need to be "awaked" so that they could change their attitude toward this fact that might cause diseases.Using this as a trigger to make consumer want to know more about the concept of "carefree" vegetables. (Which the company that are going to offer.)

Objective

Bring up the self-conscious of consumer and make them start to thin about what they are eating in daily life that they think would make them healthier.

Key message

26 million servings of salad every week. In effect, we're washing the whole nation's salad in one big sink, which is offering the opportunities of contamimations. (Michael Pollan, New York Times Magazine, October 15, 2006)

Principles

Cognitive Dissonance

- Try to challenge the common sense of massive audience

- Using the illustration to tap self-persuasion

- By the contact method below the poster to indicate the there would be a new and better way to prevent from the diseaseand offer a new concept.

- Bring up the questions in order to make people think about the circumstancesthey are facing.

- Offer just enough "fear": the whole poster looks friendly (show performing),but still can attract the audience and make them start to think

Allergy is the exaggerated reaction by our immune system in response to bodily contact with certain foreign substances. It is exaggerated because these foreign substances which are usually seen by the body as harmless are now perceived to be dangerous. To understand allergy is essential because the exaggerated reaction of our bodies can sometimes not only make you uncomfortable, but could also be fatal.

In these series of communication design, I designed the booklet, poster and the a presentation file to show different stage of allergic reaction and how to prevent it from getting information of what kind of allergen you are allergic too and how to deal with it when you have allergic reaction.