Green City Market

Raising awareness of local food resources is a community responsibility. In Chicago, Green City Market assists this effort through a friendly communications strategy—linking farmers to chefs to the public through programs and online. Although their graphics are simple and basic, they are fun, easy, and engaging—presenting a range of attractions.

Five Criteria for Graphics that Work:
Evaluating Green City Market

spiral bullet Use of logo: An organization’s logo has a story to tell—encapsulating the personality, philosophy, and tone of an entire organization.
Though thin and light, the balloon images represent the positive and upbeat personality of Green City Market. Simple and flexible, the tag line integrates well with the symbol, but the name overpowers. Though the three elements function as a compositional unit, the stylistic blend could be more creative.

spiral bullet Theme: The visual first impression is dominated by the total gestalt—look, feel, purpose, and benefit. Further contact is consistent and supports personality and philosophy.
Although Green City Market’s theme of balloons, begun by the logo, is not expanded upon, the typefaces, colors, and burlap textures set up a friendly environment.

spiral bullet Content composition: Building from a recognizable theme, the presentation is easy to grasp, clear, and engaging.
From the pictures of farmers to the recipes of Chicago’s best chefs, the Green City Market website is fun and educational while it supports an environmental cause. The site is a good introduction, but could be enhanced with more highlights, features, and interaction.

spiral bullet Consistent style: A series presents a visual language and an ambient atmosphere, promoting a positive experience and relationship with the audience.
Throughout their website, Green City Market’s template is static. The typeface, though strong, is not enough to push towards a visual potential. The organization’s goals are to create an “inviting ambience and sense of community.” Though the pages have engaging content, they don’t change often. And their blog indicates a “post and ghost” problem with old entries and few comments. They demonstrate a pattern that affects many organizations: excitement with new opportunities but difficulty in sustaining the communicative projects once begun.

spiral bullet Distinctive: The most successful presentations have a memorable twist—something extra that is unique.
Few causes affect more people that sustainable food sources. Throughout Green City Market’s materials, their dedication to promoting local produce oozes from their pages. With perhaps the greatest potential of any organization covered in te Sebastian Study, a graphic foundation could sustain communications as their mission can sustain food production.

Viewers want more than a one-way presentation. This organization offers a platform to showcase members by offers chefs’ signature recipes—leading the viewer through key information.

See the Overview of the best Midwest organizations to present strong and compelling graphics.

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