A Class Critque- Making the Decision

Are discussion with the tutor we decided to move forward with our workforce audience rather than the university audience. The criticism was that the university it a bit distance from fair trade. We had tired to bring it further away from the arcade style by only using the aesthetic and not the imagery but the design still looked polar opposite to the fair trade ideals. The words we were were using for the audience was 'movement' and 'mechanic'. These were very difficult to portray combining them with fair trade. We could describe the physical movement easily but it was harder to visually show a movement as a whole. This would have been confusing to the viewer wondering what we were actually referring too. The aesthetic also made it difficult to add in references to fair trade in a arcade retro feel and all we could come up with was coffee cups referencing drinking coffee or any other drink but not fair trade.

Our workforce audience words were 'sophisticated' and 'knowledge'. Is we choose as we knew that the workforce needed to be informed about fair trade, if they were informed we feel it wouldn't be a big step to buying fair trade as the workforce doesn't think as much about the price of the coffee. This we hit perfectly in the posters as we attacked the information in several different ways; first the inforgrpahic for the visual people. Second the large text and statistic for fast info and third was for people that wanted to look deeper into the story by reading the body text and following the link to back up the information if they wanted to. We also wanted to make fair trade and the idea of it look professional and sophisticated instead of the usual youthful/ colourful/ handmade style which is less attractive to the workforce as they are used to looking at pages of text and information opposed to pictures of coffee that say nothing. This we hit by using a simplistic colour scheme and easy to read font type. There was white space to break up the image and make it easy and simple to follow. We also realised that we needed to make the text itself sophisticated by wording everything carefully. A point our tutor made was to add another work being 'empathy' which was lacking. This was because the workers have now been informed about the information but they need to be given a reason to care. This we can do through information and real facts about the working conditions by showing the workforce the conditions they work in and making comparisons. We thought some good comparisons to make could be comparing their workforce to the workforce that is the farmers or comparing both of the workforce and farmers children and their lives and family life style.