Rationale

Though our poster, flyer, website and coffee sleeve we demostraighted the Koha
principles of branding and promoting a Fair Trade coffee event. This event was based
around a coffee 'work break' targetting a business workforce audience for they are
prime examples of regular coffee drinkers. We focused on parent to parent sympathy
within this audeince, getting the workforce to feel guilt for the child working in fair trade.
This was accomplished using stastics and information within the text and imagery,
something the audience is already familar with and responds to. We used visual retorics
such as a block colour pallet that invloved coffee and business associated colours such
as browns and blues. Imagery was always minimalistic and flat to simplfy down our
designs to make them easy to follow. We took advatage of griding to create negative
space and structured designs so the viewer could read the message fast and easily.
The business workforce is a massive and powerful industry that has a lot of influence in
other demographics. This industry is very social and full of connections making it a
perfect audience for getting the word out about why drinking fair trade is important. We
thought this would be a great target audience for our Koha assignment for it can expand
to a larger target audience and effect even more people, giving more back to the
community.