ATLAS
WATER OWNERSHIP A LOOK AT WATER AND BIG CORPORATIONS
ASHLEY MOORE 2013
PRINTED IN LINCOLN NEBRASKA ASHLEY MOORE 2013
FOREWORD BY STACY ASHER
Assistant Professor of Art Advanced Graphic Design Fall 2013 MAPPING FOR A NARRATIVE ATLAS During the Fall Semester 2013 at the University of NebraskaLincoln, students of “Advanced Graphic Design and Design Studio 421 / 426” authored a collection of maps, charts and diagrams that centered around the concept of “Water and System.” Each designed artifact addressed aspects of individual design research and illustrates various methods of investigation. Projects engaged students in the invention of unique graphic systems that visualize information about water. The designs represent quantitative and qualitative narratives and illustrate individual perspectives and interests. These visual displays of water and system were compiled into an atlas — a book of maps, charts, illustrations or diagrams united by the subject of water and system. The atlas represents a coordinated body of methods, a scheme or plan of procedure that was used to organize data from design research. Various production methods were considered and students were encouraged to explore a wide variety of media and design strategies. These methods were evaluated on their effectiveness as generators of visual information with respect to their project goals and intended meanings.
INTRODUCTION BY ASHLEY MOORE
Undergraduate Graphic Design Major Advanced Graphic Design Fall 2013 MAKING AN ATLAS This atlas is a collection of research, maps, charts, and graphs that I have created over the course of my Advanced Graphic Design class. The goal of the course was to focus on Water and System. We were allowed the choice of any topic that was of interest to us as long as it related back to the main idea. I am a cashier at Walmart. I see water being brought in, placed, and sold every day. I decided that water ownership was my main interest for the project. Completing this atlas opened my eyes to just how much water is packaged and sold. Just by taking a look at a local Walmart and University, I found the numbers to be quite fascinating. I hope that as you look through my atlas, you too will have a new look and understanding on water ownership.
TABLE OF CONTENTS IT’S A PROCESS IMAGE LIBRARY THE ZINE
PROJECT ONE MAPPING DESIGN RESULTS
PROJECT TWO RESEARCH DESIGN RESULTS
IT’S A PROCESS STEPS TO FINDING AN IDEA/CONCEPT FOR THE ATLAS
Step one to this project was collecting 200 images of water for inspiration. Looking at water around me made me realize that it is everywhere. I struggled, at first, choosing exactly what I wanted to focus on. I separated my images into categories: 1) Water as a PROBLEM 2) Water and MOBILITY 3) Water and WEALTH 4) Water as HABITAT 5) Water as NOURISHMENT This helped me focus onto a small amount of subjects. This chapter will focus on my concept building.
IMAGE LIBRARY As I said before, I collected 200 images of water. !00 of the images were ones that I took myself, the other 100 were found on the internet. I was lucky to go on a vacation in Arkansas during this span of the project, it helped me expand my image collection with different locations. I noticed that my work location, Walmart, fit into all of these categories. This begun project one.
THE ZINE A zine; (an abbreviation of fanzine, or magazine) is most commonly a small circulation self-published work of original or appropriated texts and images usually reproduced via photocopier. http://en.Wikipedia.Org/wiki/zine I used the zine to further explore my ideas of water in Walmart. I collected lots of material from around my store. I was even allowed access to the store’s original blueprints and sale records. However, I did not use the blueprint information. But it was interesting to say the least.
The final product is a collection of written notes, photographs, and maps collected at my Walmart in Lincoln, Nebraska. I noticed that my work location, Walmart, fit into all of these categories. This begun project one.
PROJECT ONE WALMART AND WATER
After locking down a subject to focus the design on, I began working on project one. The idea would be to look at water locations in Walmart. I first had to make a map of the store, because a current one did not exist. This required walking around, taking notes, and designing.
MAPPING For me, this was a huge part of project one. My entire idea was based off of these water locations. It took me several hours (and a few fifteen minute breaks while at work) to complete this process. I decided that I would only map the “literal� water locations, meaning that the tag specifically mentioned water in some way. I also mapped according to what a cashier would have access to. I could not get back into the bakery or meat department, but neither could a customer. So, I thought this was a good solution.
WALMART AND WATER
STORE #1943 SEPTEMBER 2013
DESIGN
PHOTO CENTER
STATIONARY FABRIC
The design for this project went through several iterations. There was no preexisting map of the store, so I hadPAPER to creGOODS CHEMICALS ate one on my own. Once that was completed, I could start marking the locations of water throughout the store.
HEALTH AND BEAUTY
WATER LOCATIONS
HARDWARE
ELECTRONICS
PETS
WELLNESS/NOURISHMENT
TIRE LUBE EXPRESS
GROCERY CANDY
BABY
After knocking out the technical details, I could begin making design decisions. To give a sense of scale and GROCERY depth, I leaned the map back. This lets thePHARMACY viewer know the size of the store that they are looking at.
RESTROOMS
GIRLS
ENTERTAINMENT/WEALTH
OUTDOOR SPORTING GOODS MENS
HABITAT
BOYS HOME DECOR LIVING
SHOES
SYSTEM
INTIMATES
MOBILITY TOYS
COSMETICS
LADIES WEAR
JEWELRY
PRODUCE
BAKERY/DELI
CHECKOUT
SELF CHECKOUT
SEASONAL AND CELEBRATIONS
Photo Center STATIONARY FABRIC
MCDONALD’S
PAPER GOODS PETS CHEMICALS
STATIONARY
ELECTRONICS
WALMARTFABRIC SERVICES
GROCERY/CANDY
BABY
GROCERY
MENS
PHARMACY
COST CUTTERS
VISION CENTER
HARDWARE
RESTROOMS
LAWN AND GARDEN PAPER GOODS PETS CHEMICALS
TIRE LUBE EXPRESS
GIRLS
SHOES
PRODUCE
BAKERY/DELI
MCDONALD’S
SELF CHECKOUT
106 WALMART SERVICES
391
232
AVERAGE WEEKLY SALES LADIES WEAR BOTTLED WATER - AUGUST CHECKOUT
SEASONAL AND CELEBRATIONS
SAM’S PURIFIED 24 PACK RESTROOMS
VISION CENTER
GROCERY CANDY
INTIMATES
COST CUTTERS
GREAT VALUE 35 PACK
NESTLE PURE LIFE 24 PACK
TOYS
AVERAGE ANNUAL REVENUE
COSMETICS JEWLERY
ELECTRONICS
HARDWARE
OUTDOOR SPORTING GOODS
BOYS HOME DECOR LIVING
HEALTH AND BEAUTY
Restrooms
BABY
4700 NORTH 27TH STREET GROCERY PHARMACY 8700 ANDERMATT DRIVE
HEAL TH AND 3400 NORTH 85TH STREET BEAUTY
LAWN AND GARDEN
0
50
MENS
BOYS
SHOES
SP
INTIMATES
LADIES WEAR
JEWLERY
150
HUSKER GAMEDAY
HOME DECOR LIVING
COSMETICS 2501 GRAINGER PARKWAY PRODUCE 100
GIRLS
AVERAGE DAY
50,000
200
80,000
MILLION DOLLARS BAKERY/DELI
MCDONALD’S
= 2,000 CUSTOMERS SELF CHECKOUT
CHECKOUT
SEASONAL AND CELEB
Walmart Water
& Paper GoodsPets Stationary Fabric Chemicals Grocery/Candy GROCERY
Pharmacy
Shoes
PRODUCE BAKERY/DELI
Tire Lube Express Outdoor Sporting Goods
Boys Intimates
Home Decor Living Toys
Cosmetics Jewlery
Self Checkout
Hardware
Girls
Baby Mens
Health and Beauty
Electronics
Ladies Wear
Checkout
Seasonal and Celebrations
McDonalds Walmart Services
Restrooms
Vision Center
Cost Cutters
Lawn and Garden
This is one of the first versions of my map. To start, I just went into Adobe Illustrator and made a quick and simple map of the store. I would use it to mark locations of water while I walked around the store.
DESIGN Walmart has a lot of it’s own branding regulations. We all know the famous Walmart blue and yellow. I did not want to be super obvious with my design choices. I did not want it to scream Walmart, but I wanted the viewer to make a visual connection to the brand. TYPEFACE CHOICE: SANSUMI
SANSUMI • SANSUMI DEMIBOLD • SANSUMI ULTRALIGHT I chose Sansumi because it looks similar to Walmart’s typeface without being too obvious. Also, there are a lot of variations available.
COLOR SCHEME: Blue to reference Walmart and also water. A soft gradient for the background
WALMART AND WATER STORE #1943 SEPTEMBER 2013
PHOTO CENTER
STATIONARY FABRIC
PAPER GOODS CHEMICALS
RESTROOMS
ELECTRONICS
PETS
WATER LOCATIONS
HARDWARE
WELLNESS/NOURISHMENT
TIRE LUBE EXPRESS
GROCERY CANDY
BABY
GIRLS
ENTERTAINMENT/WEALTH
OUTDOOR SPORTING GOODS
GROCERY
PHARMACY
MENS
HABITAT
BOYS HOME DECOR LIVING
HEALTH AND BEAUTY
SHOES
SYSTEM
INTIMATES
MOBILITY TOYS
COSMETICS
LADIES WEAR
JEWELRY
PRODUCE
BAKERY/DELI
SELF CHECKOUT
CHECKOUT
SEASONAL AND CELEBRATIONS
MCDONALD’S
WALMART SERVICES
RESTROOMS
106
391
232
SAM’S PURIFIED 24 PACK
GREAT VALUE 35 PACK
NESTLE PURE LIFE 24 PACK
LAWN AND GARDEN
AVERAGE ANNUAL REVENUE
AVERAGE WEEKLY SALES BOTTLED WATER - AUGUST
COST CUTTERS
VISION CENTER
4700 NORTH 27TH STREET
AVERAGE DAY
HUSKER GAMEDAY
50,000
80,000
8700 ANDERMATT DRIVE
3400 NORTH 85TH STREET
2501 GRAINGER PARKWAY 0
50
100
150
MILLION DOLLARS
200 = 2,000 CUSTOMERS
HOME DECOR LIVING HEALTH AND BEAUTY
COSMETICS
RESULTS PRODUCE
HEALTH AND SHOES BEAUTY
BAKERY/DELI BAKERY/DELI INFOGRAPHICS AND STORESELF MAP
MCDONALD’S
BAKERY/DELI SELF CHECKOUT CHECKOUT
MCDONALD’S
SHOES INTIMATES
COSMETICS LADIES WEAR LADIES WEAR JEWELRY JEWELRY
CHECKOUT
CHECKOUT SELF CHECKOUT
SYSTEM
TOYS
MOBILITY
MOBILITY
MOBILITY
TOYS
CHECKOUT SEASONAL AND CELEBRATIONS SEASONAL AND CELEBRATIONS SEASONAL AND CELEBRATIONS
COST CUTTERS COST CUTTERS WALMART VISION CENTER SERVICES VISION CENTER VISION CENTER RESTROOMS RESTROOMS
232
50
HUSKER GAMEDAY
3400 NORTH 85TH STREET 3400 NORTH 85TH STREET 3400 NORTH 85TH STREET
2501 GRAINGER PARKWAY 2501 GRAINGER PARKWAY2501 GRAINGER PARKWAY
NESTLE PURE LIFE NESTLE 24 PACK PURE LIFE 24 PACK NESTLE PURE LIFE 24 PACK 0
AVERAGE HUSKER DAY GAMEDAY HUSKER AVERAGE GAMEDAY DAY
8700 ANDERMATT DRIVE 8700 ANDERMATT DRIVE8700 ANDERMATT DRIVE
GREAT VALUE 35GREAT PACK VALUE 35 PACKGREAT VALUE 35 PACK 391
AVERAGE DAY
LAWN AND GARDEN
4700 NORTH 27TH STREET 4700 NORTH 27TH STREET 4700 NORTH 27TH STREET
24 PACK PURIFIED 24 PACK SAM’S PURIFIED 24 PACK 106 SAM’S PURIFIEDSAM’S 106
232
COST CUTTERS LAWN AND GARDEN LAWN AND GARDEN
AVERAGE ANNUAL REVENUE
AVERAGE ANNUAL REVENUE
AVERAGE ANNUAL REVENUE
232 391
SYSTEM
LADIES WEAR
AVERAGE WEEKL AVERAGE Y SALES WEEKLY SALES AVERAGE WEEKLY SALES BOTTLED WATER BOTTLED - AUGUST WATER - AUGUST BOTTLED WATER - AUGUST
391
SYSTEM
INTIMATES
MCDONALD’S
WALMART SERVICES WALMART SERVICES RESTROOMS
106
HOME DECOR LIVING
TOYS
COSMETICS
JEWELRY PRODUCE
PRODUCE
HEALTH AND SHOES INTIMATES BEAUTY
HOME DECOR LIVING
0100
50 150
100 200 0 150
MILLION DOLLARS MILLION DOLLARS
50,000
50200
100
150
MILLION DOLLARS
50,000 80,000
80,000 50,000
80,000
200 = 2,000 CUSTOMERS = 2,000 CUSTOMERS
= 2,000 CUSTOMERS
WATER BOTTLE SALES
STORE REVENUE
AVERAGE CUSTOMER COUNT
This is the first of three infographics included into my final map. This graph explains the average amount of water bottles sold at this particular Walmart.
To build off of the first graph, I decided to show the annual revenue for all four Walmarts located in Lincoln Nebraska. The North 27th location is the one that I focused on for my final map (since I work there). It brings in a whopping 180 million dollars a year on average.
The last infographic shows how many people go through the North 27th Walmart location on a single day.
I looked at three different brands of water: Sam’s Choice, Great Value, and Nestle Pure Life. I chose these brands because they are the most popular at the store. This is just a weekly average for the month of August. Imagine if you were to count for the whole year. That’s a lot of water!
If you think about the first graph, you can see how much water is sold in the city of Lincoln. That is only one city in the whole United States.
You can see that on game days for the Cornhuskers, the store will see around 30,000 more customers.
WALMART AND WATER STORE #1943 SEPTEMBER 2013
PHOTO CENTER
STATIONARY FABRIC
PAPER GOODS CHEMICALS
RESTROOMS
ELECTRONICS
PETS
WATER LOCATIONS
HARDWARE
TIRE LUBE EXPRESS
GROCERY CANDY
BABY
GIRLS
ENTERTAINMENT/WEALTH
OUTDOOR SPORTING GOODS
GROCERY
PHARMACY
MENS
HABITAT
BOYS HOME DECOR LIVING
HEALTH AND BEAUTY
SHOES
WELLNESS/NOURISHMENT
SYSTEM
INTIMATES
MOBILITY TOYS
COSMETICS
LADIES WEAR
JEWELRY
PRODUCE
BAKERY/DELI
SELF CHECKOUT
CHECKOUT
SEASONAL AND CELEBRATIONS
MCDONALD’S
WALMART SERVICES
RESTROOMS
106
391
232
SAM’S PURIFIED 24 PACK
GREAT VALUE 35 PACK
NESTLE PURE LIFE 24 PACK
LAWN AND GARDEN
4700 NORTH 27TH STREET This
AVERAGE ANNUAL REVENUE
AVERAGE WEEKLY SALES BOTTLED WATER - AUGUST
COST CUTTERS
VISION CENTER
8700 ANDERMATT DRIVE
HUSKER is a closerAVERAGE look atDAY just the mapGAMEDAY section of the final stage of my map. This project was done during the month of September. This map would look differently depending on what month you were getting your information from.
3400 NORTH 85TH STREET
2501 GRAINGER PARKWAY 0
50
100
150
MILLION DOLLARS
200
For example, Entertainment and Wealth are only found in one location, this is actually the clearance aisle of the store. 80,000 Customers do50,000 not need pool toys during the month of September. If you were to look at this even a month before, = 2,000 CUSTOMERS there would be many more stars on the map.
PROJECT TWO THE BIG TEN CONFERENCE AND WATER
As I was doing some more research for my previous map, I had a conversation with one of my zone supervisors. I noticed that we had several Pepsi machines in the building, in fact, there were more Pepsi machines than any other brand. The reason that we have so many Pepsi machines is because Nebraska is a Pepsi state. Pepsi Cola sponsors the Cornhuskers, and us Nebraskans love our Huskers. This made me wonder about the rest of the Big 10 Conference. Are they also dominated by a certain beverage company?
Aquafina is the water produced by Pepsi. Dasani is the water produced by Coca Cola. By only completing a small amount of research, I found that the Big Ten conference is only sponsored by either Pepsi or Coca Cola. Going from here I began the rest of my research for the project.
RESEARCH Some Universities were not as easy to find information on as others. For example, Northwestern University did not have an accurate answer on their website stating who sponsored them. I had to think of a new way to get the information I needed. I remembered that a friend of a friend attended Northwestern. I sent her this facebook post.
Facebook actually became an important asset to my research for this project. I was able to search through athletic photos to find out who exactly sponsored their teams. Seeing photographic evidence assured me that I was going to put out accurate information on my inforgraphic.
DESIGN The design for this project was simple. Follow a grid to create a long infographic. I made sure to use only the colors that the large corporations use in my design. This put a lot of restrictions on my process, but in the end I think it was a successful way to achieve a look that refelected all three of the brands that I was including in my design. TYPEFACE CHOICE: ITC Avant Garde Gothic Std
Avant Garde Gothic • Avant Garde Gothic • Avant Garde Gothic • Avant Garde Gothic This typeface is clean, simple, and easy-to-read. I thought that it complimented all of the brands that I was trying to incorporate into my infographic. The san-serif is professional and modern. Also, there are many weights and variations available in this typeface. This helped set up hierarchy.
p i h s r e n w O r e t Wa =
=
COLOR SCHEME: Just as the big corporations control the water sales at universities, they also controlled the color choices of my design. From left to right: Coca Cola red Pepsi blue Big 10 Conference blue Accent colors: Black and light blue
RESULTS The final product for this project is a long infographic. Using the informaton that I found out about the sponsors for all of the univerities in the Big 10, I focused on the amount of possible waste that could be prodced of plastic. On the next few pages, there will be a break down of all the different sections of the infographic.
hip
ners Water Ow =
=
Penn State Nebraska Illinios Iowa Michigan
Purdue Indiana Ohio State Wisconsin Minnesota Northwestern Michigan State
Top Largest Stadiums Seat Capacity
109,901
107,282
Big H
ouse
109,901
Penn State
107,282
Ohio State
102,329
Nebraska
87,091
Wisconsin
80,321
102,329 87,091
The
Michigan
Beav er Sta
dium
The
Hors
Mem
esho
e
orial
80,321
Cam
Stad
ium
p Ra
ndall
Stad
ium
304,274
If 25% of these fans bought a bottled water at a single game
Michigan
27,475
Penn State
26,821
Ohio State
25,582
Nebraska
21,773
Wisconsin
20,080
3,407
Imagine if all
of those fans bought a bottled water at a single game... How much waste would be produced?
Total pounds of plastic waste would be produced of
1,278
and
2,129
*average empty plastic water bottle is measured at 12.7 grams
6.o8n1 s t
fa Are you a
n?
=
=
Penn State Nebraska Illinios Iowa Michigan
Purdue Indiana Ohio State Wisconsin Minnesota Northwestern Michigan State
The first map is simple, it marks the location of each university as they would be found in their state. They are also color-cordinated to the company that they are sponsored by. Pepsi is shown and blue and Coca Cola is displayed as red.
Top Largest Stadiums Seat Capacity
Michigan
109,901
Penn State
107,282
Northwestern Michigan State
Top Largest Stadiums Seat Capacity
109,901
107,282
Big H
ouse
109,901
Penn State
107,282
Ohio State
102,329
Nebraska
87,091
Wisconsin
80,321
102,329 87,091
The
Michigan
Beav er St adiu
The m
Hors
esho
Mem e
orial
80,321
Stad
Cam ium
p Ra
ndal
l Sta
dium
304,274
For the next section of the infographic, the seat capacity of the top five stadiums in the Big 10. These include Michigan (The Big House), Penn State (Beaver Stadium), Ohio State (The Horseshoe), Nebraska (Memorial Stadium) and Wisconsin, (Camp Randall Stadium).
If 25% of these fans bought a bottled water at a single game
Like the first section, they are color-coordinated to reflect if they are Pepsi or Coca Cola sponsored.
Michigan
3,407
27,475
The total at the bottom displays the amount of Pepsi seats that are available at the top 5 stadiums.
Penn State
26,821
Ohio State
25,582
1,278
Total pounds of plastic waste would be produced of
Hous
e
tadiu
m
esho
e
l Sta
dium
anda
ll Sta
dium
304,274
If 25% of these fans bought a bottled water at a single game
Michigan
27,475
Penn State
26,821
Ohio State
25,582
Nebraska
21,773
Wisconsin
20,080
3,407
1,278
If 25% of the fans in the top five stadiums bought a bottled water at a single game, 1,278 pounds of Dasani plastic would be produced and 2,129 pounds of Aquafina plastic would also possibly be produced.
Imagine if all
of those fans bought a bottled water at a single game...
That means 3,407 total pounds of plastic of JUST Pepsi and Coca Cola water bottles would be produced at a single game of these five universities.
How much waste would be produced?
Total pounds of plastic waste would be produced of and
2,129
*average empty plastic water bottle is measured at 12.7 grams
1 8 . 6 s ton
Are you
? n a af
Wisconsin
20,080
Imagine if all
of those fans bought a bottled water at a single game... How much waste would be produced?
If 25% of the fans in the top five stadiums bought a bottled water at a single game, 1,278 pounds of Dasani plastic would be produced and 2,129 pounds of Aquafina plastic would also possibly be produced. That means 3,407 total pounds of plastic of JUST Pepsi and Coca Cola water bottles would be produced at a single game of these five universities.
*average empty plastic water bottle is measured at 12.7 grams
1 8 . 6 s ton
Are you
? n a af
COLOPHON This book was completed in Adobe InDesign. The font used for this publication is ITC Avant Garde Gothic Std designed by Ed Benguiat, Herb Lubalin, and Tom Carnase. Printed and produced at the University of Nebraska-Lincoln.
ASHLEY MOORE 2013
This atlas is a collection of two projects completed by Ashley Moore, a Graphic Design student at the University of Nebraska-Lincoln. Walmart and the Big Ten Football Conference are the two main subject matters focused on in this publication. Questions of sales, sponsorship and waste are discussed.
WATER OWNERSHIP A LOOK AT WATER AND BIG CORPORATIONS