This was the project I produced to attain my Bachelor of Technology (Visual Comm. Design). This practical component was submitted along with a full academic report.
Below are two excerpts from my report.
"Abstract
This study explored the communicative and informative functions of graphic design, as well as its role in creating awareness, within the Durban community, about the harmful effects of industrial meat farming on the environment. There is a large body of literature about the Greenhouse gas emissions associated with concentrated livestock rearing and the findings broadly conclude that livestock products are Greenhouse gas intensive, when compared with other food groups. Due to these findings, scientists have suggested reduced meat production and consumption as a measure of climate change mitigation. Over and above this, factory-farming livestock for human consumption also contributes to deforestation, biodiversity loss, pollution and various other environmental issues. Through qualitative primary research, including interviews and surveys, as well as secondary research such as journal articles and published reports, key topics were established and then explored. These key topics include meat and the environment, visual communication design, design activism and ethical consumption. The visual design strategy was informed by research, case studies and data analysis. The practical application served to promote ethical consumption and enlighten consumers, thereby adding to the existing body of visual communication design focused on improving the relationship between humankind and the Earth."
This explains the visual design strategy:
"...In summary, the design strategy involved seducing the viewer by using familiar food
imagery, presented in a manner that mimicked fine food photography and
trendy cookbook layout. On the viewer’s closer inspection, subtle and lesssubtle
image manipulation was intended to ambush the viewer and hook their
attention, challenging their initial preconceptions about the intention of the
image, similar to the technique used in culture-jamming. Finally, titles and
copy revealed and further explained the true intention of the image and as a
result, the viewer should have received a layered yet poignant message as
well as informative content."
(Addresses the hard truth regarding food and global warming)
(Explains why cheapely produced fast food is damaging the environment)
(Explains what "factory farming" is.)
(Addresses meat farming and deforestation.)
(Addresses meat farming and biodiversity loss.)
(Addresses water pollution caused by factory farming.)
(Addresses Green House Gas emmissions related to the meat production industry.)
(Addresses waste management on factory farms - particularly manure pools.)
(Addresses over-fishing, netting, oceanic biodiversity loss.)
(Questions of blame, fault are raised andthe reader is challenged to examine their own diet choices.)
