MFA Graphic Design Thesis Project Project Journey
F I N WA N G
MFA Graphic Design Thesis Project Project Journey
F I N WA N G
CONTENTS
1
2
INTRODUCTION
RESEARCH
B AC KG R O U N D
006–007
THE PROBLEM
008–009
DESIGN OPPORTUNITIES
010–011
Connection Map THE WORLD AROUND US IS INTERCONNECTED
014–015
Event F R O M O C E A N T O TA B L E — S U S TA I N A B L E S E A F O O D D I N N E R PA R T Y
018–035
Field trip T H E VA S T I N T E R C O N N E C T E D DIVERSITY OF OUR PLANET
Survey
036–041
042–049
SEAFOOD CONSUMER SURVEY
Sea foraging tour AN AFTERNOON WITH THE SEA WHISPERER—KIRK LOMBARD
2
050–053
FINFOLK F I N WA N G
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DEVELOPMENT
S T R AT E G I E S I N S I G H T S & P R E S E N TAT I O N S L I D E S
056–059
THE THREE KEY INSIGHTS & T H E S I S M AT E R I A L S
060–063
I L L U S T R AT I O N D E V E L O P M E N T : W H AT S U S TA I N A B L E S E A F O O D A R E YO U ?
066–077
WEBSITE DESIGN DEVELOPMENT
078–085
WEBSITE USER TESTING
086–089
[Round 01] WEBSITE USER TESTING
090–095
VIDEO DEVELOPMENT
096–103
MAGAZINE DEVELOPMENT
104–111
IDENTITY DEVELOPMENT
112–117
CONTENTS
[Round 02]
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M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
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6
WE ARE FINFOLKS
CONCLUSION
WEBSITE
120–127
MAGAZINE
128–135
TOUR APP
136–141
142
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4
P H O T O G R A P H B Y U G O M O N TA L D O
1
F I N WA N G
006–007 THE PROBLEM
008–009 DESIGN OPPORTUNITIES
010–011
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
B AC KG R O U N D
FINFOLK
INTRODUCTION
INTRODUCTION
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seafood awareness campaigns in the United States. The campaigns aim to affect the seafood demand and to lead to a sustainable seafood supply.
F I N WA N G
The response to this global environmental crisis includes many
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
The human appetite for seafood has intensified and so has overfishing which causes great damage to marine ecosystems.
FINFOLK
Background
INTRODUCTION
7
The problem
“I don’t go to the supermarket to save the world. I go there to get good products to feed myself. It’s okay to attach ethical value to a product—but I don’t think it will ever work to spell out the ethical value alone. No matter how ethical it is, if it isn’t delicious, people will not eat it.” —Barton Seaver, chef and sustainability advocate
Environmental organizations such as the Monterey Bay Aquarium and National Oceanic and Atmospheric Administration (NOAA) have created programs that advise consumers on which kinds of fish are being overfished; however, these approaches need that customers care enough about the issues to make use of them.
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
INTRODUCTION
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So I asked myself:
How can we get more consumers to demand and buy sustainable seafood in a time when marine resources are in sharp decline?
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demand and buy sustainable seafood. There are three approaches to achieve the goal.
F I N WA N G
Finfolk uses unexploited opportunities that can mobilize all consumers—not just the hardcore environmentalists—to
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Yes, there are countless seafood awareness campaigns, but there are also countless unexploited opportunities that could move consumers.
FINFOLK
Design opportunities
First, make it personal. Current ocean conservation organizations have focused on complex messaging that have emphasized benefits to the environment, as opposed to personal benefits. Finfolk is a brand that capitalizes on the to buy products that appeal to their sense of self and particular image and lifestyle. Second, use knowledge as power. Sustainable seafood is not seen as one of the eco-conscious foods, such as organic food,
INTRODUCTION
consumer’s’ tendency
because of the lack of specificity and imagery associated with the word sustainable. Finfolk is a big knowledgeable community which promotes the concept of seafood sustainability as a result of a visible food trend. Finally, expand people’s perspective. Danielle Nierenberg, founder and president of Food Tank: The Food Think Tank, pointed out, “We need to mobilize that foodie momentum on more global issues — not just the personalization of food, but food in a larger context.” Finfolk takes consumers behind the scenes of the global seafood industry to increase interest in the narrative of where seafood comes from.
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2
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FINFOLK
RESEARCH
014–015
Event F R O M O C E A N T O TA B L E — S U S TA I N A B L E S E A F O O D D I N N E R PA R T Y
018–035
Field trip T H E VA S T I N T E R C O N N E C T E D DIVERSITY OF OUR PLANET
Survey
036–041
042–049
SEAFOOD CONSUMER SURVEY
F I N WA N G
THE WORLD AROUND US IS INTERCONNECTED
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Connection Map
Sea foraging tour AN AFTERNOON WITH THE SEA WHISPERER—KIRK LOMBARD
050–053
RESEARCH
13
01
Connection Map
The world around us is interconnected Drawing this connection map is a crucial exercise to my project. The giant map helped me deal with issues of complexity, like overfishing, and see the interconnectedness of all things and thus impact of my work in the overall affairs of the world. Therefore, more design opportunities were opened to my project by discovering new elements such as keyman, places, ideas and current events.
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RESEARCH
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RESEARCH
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02
Event
encouraging “seafoodies” to choose sustainable seafood, I created a sustainable seafood dinner party to get people together and discuss the topic. There are three major deliverables that I created for the event: invitation, event planning guide and a report which includes the documentation of the entire event and the distillation of this project. Ten people joined the dinner. They live in San Francisco, often cook at home, and buy fresh seafood product from food markets or fisherman’s market. Each person answered the short survey
F I N WA N G
To generate deeper insights into my thesis topic, which is
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
From ocean to table —sustainable seafood dinner party
on the back of their name tag; therefore, I acquired preliminary ideas of their value and experience of seafood consuming. The following are the important insights that were found
1.
People consider that seafood is “special” than other kinds of food.
2.
RESEARCH
in the event:
The exotic appearance of seafood and names on seafood labels might affect consumers’ seafood decision-making.
3.
Some “conspiracy theories” or “rumors” are holding consumers back from the certified seafood.
4.
The word “sustainable” is too vague and confusing to the seafood consumers.
5.
People who are knowledgeable about wildlife and environment might build empathy with my topic quickly than others.
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RESEARCH
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“Cooking seafood for me is not like cooking other food, you always have to know what kind of seafood are you going to cook then go grocery shopping.” —Jennifer 30 years old / designer
“Usually I buy seafood for special reasons, so I try to pay a lot more attention when I’m doing it.” —Casey 25 years old / bakery office manager
“When I was in Alaska to catch king salmon. We spent 10 hours to catch only one, because they are so rare in the river. They are powerful and beautiful.” —Sasha 37 years old / engineer 24
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
RESEARCH
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
RESEARCH
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RESEARCH
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
RESEARCH
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RESEARCH
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Field trip
The vast interconnected diversity of our planet To take potential photographs and collect information of Monterey Bay Aquarium’s Seafood Watch program, I went to Ocean Beach, Monterey Bay and Big Sur in the late December of 2014.
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
RESEARCH
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01
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FINFOLK F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y RESEARCH
02
01 Much of Ocean Beach is open to a variety of recreational activities but a portion of the beach has been designated as a Snowy Plover Protection Area, where specific rules are in place to protect Snowy Plovers and other shorebirds and their habitats. 02 A shadow fell on the cliff at Partington Cove, Big Sur
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FINFOLK F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y RESEARCH
“The sea has helped me to understand the vast interconnected diversity of our planet and inspired me to explore it.” — Mark Bitterman, author of Salted
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Survey
Seafood Consumer Survey The survey asked respondents their seafood eating habits and whether they have a preference for “sustainably caught� fish, which is the means of catching seafood that will still make fishing plentiful for future generations, and does not do harm to other animals in the sea.
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RESEARCH
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Survey data Date: 4 / 7 / 2014 – 4 / 14 / 2014 Total Responses: 36
Question 1
Question 5
Which category below includes your age?
Where do you purchase most fish or other seafood?
Under 16
0
0%
Costco
7
8%
16–25
16
44%
Farmers Market
18
20%
26–35
14
39%
Food Emporium
2
2%
36–45
5
14%
Kroger
0
0%
46 or older
1
3%
Question 2 What city and country do you currently live in?
1
1%
11
13%
Trader Joe’s
17
19%
Target
10
11%
Whole Foods Market
12
14%
City, Country
Amount
San Francisco, USA
25
Walmart
3
3%
Oakland, USA
2
Other
7
8%
Berkeley, USA
1
San Jose, USA
1
Burlingame, USA
1
Richmond, USA
5
Fresh
28
45%
Total
36
Frozen
24
39%
Precooked
1
2%
Canned
7
11%
Other
2
3%
Question 6 What kind of seafood products do you usually buy?
Question 3 What is the highest degree or level of school you have completed? No formal education
0
0%
Question 7
High school or less
4
11%
When deciding what seafood items to purchase from a
Bachelor’s degree
21
58%
Master’s degree
11
31%
Doctoral degree
0
0%
Food safety
21
20%
0%
Price
25
24%
Specific type of fish or seafood
16
15%
Health or nutrition
16
15%
Other
0
Question 4 On average, how many times per month would you say that you
Rarely or never
2
supermarket or other store, which of the following are important to you?
Environmental friendliness
13
12%
Country of origin area harvested
4
4%
6%
Specific use or recipe
9
8%
eat fish or some other seafood?
44
Raleys Safeway
Once per month
10
28%
Convenience
2
2%
Two to three times per month
13
36%
Other
0
0%
Four times or more per month
11
31%
FINFOLK
How much do you agree or disagree with the following
identify seafood as sustainable at the supermarket or other
statement: “Sustainably caught fish means that it will still be
type of store?
plentiful for future generations and that catching it did minimal
Yes
17
47%
No
8
22%
I’m not sure
11
31%
harm to other animals in the sea.” Strongly Disagree
1
0
0%
2
2
6%
Question 9
3
5
14%
When you shop for seafood, how likely are you to choose one
4
16
44%
5
13
36%
product instead of another because it has a label stating that is was sustainably caught?
F I N WA N G
Question 12
Do you recall seeing any type of labels or messages that
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Question 8
Strongly agree
1
3%
Not at all likely
7
19%
Somewhat likely
22
61%
Very likely
5
14%
Always
1
3%
Question 10 How much confidence do you have in a label that indicates seafood has been sustainably caught?
Question 13 How much do you agree or disagree with the following statement: “Sustainably caught fish is of high quality.” Strongly Disagree
1
0
0%
2
2
6%
3
21
58%
4
12
33%
1
3%
Not at all confident
5
14%
5
Somewhat confident
28
78%
Strongly agree
Very confident
1
3%
Not sure
2
6%
RESEARCH
Never
Question 14 How much do you agree or disagree with the following statement: “Sustainably caught fish means that it not only
Question 11 How would you describe your knowledge of sustainable seafood production? Completely knowledgeable
0
0%
Knowledgeable
5
14%
Somewhat knowledgeable
19
53%
I know a little
10
28%
Don’t know at all
2
6%
protects our ocean ecosystems but also supports our local small-scale fisheries.” Strongly Disagree
1
0
0%
2
1
3%
3
6
17%
4
17
47%
5
12
33%
Strongly agree
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61% of respondents said they are somewhat likely to choose one product instead of another because it has a label stating that is was sustainably caught.
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
14% Very likely
RESEARCH
3% Always
3% Never
19% Not at all likely
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Survey results
1.
Female respondents are 58%, Male are 39% and 3%
13.
2.
caught fish means that it will still be plentiful for future
44% of respondents are in the age from 16 to 25, 39% are
generations and that catching it did minimal harm to other
in 26 to 35, 14% are in 36 to 45 and 3% are in 46 or older.
animals in the sea.” and 44% are on level 4.
3.
69% of respondents are currently live in San Francisco.
4.
58% of respondents have completed bachelor’s degree,
level 5—strongly agree with the statement “Sustainably
31% have master’s degree and 11% have high school or less
caught fish is of high quality.” and 58% are on level 3.
as their highest degree or level of school. 5.
6.
caught fish means that it not only protects our ocean
two to three times per month, 28% said once per month
ecosystems but also supports our local small-scale
and only 6% said rarely or never.
fisheries.” and 47% are on level 4.
20% of respondents said they purchase most fish or other
Market and 13% said they purchase most fish or other seafood from Safeway. 45% of respondent usually buy fresh seafood products; roughly one in four respondents (24%) said they usually buy frozen one and 11% said they buy canned seafood products. Four most important things that would affect people’s decision while purchasing seafood from a supermarket or other store are price (24%), food safety (20%), specific type of fish or seafood (15%) and health or nutrition (15%). 9.
Nearly half of the respondents (47%) have seen labels or message that identify seafood as sustainable at the supermarket or other type of store, 31% said they are not sure and 22% said they didn’t see any labels or message.
10. 61% of respondents said they are somewhat likely to choose one product instead of another because it has a label stating that is was sustainably caught, 19% said they are not at all likely and 14% said they are very likely. 11.
78% of respondents said they have somewhat confidence in a label that indicates seafood has been sustainably caught, while 14% said that they don’t have confidence in it.
12.
On scale 1 to 5, 33% of respondents said that they are on level 5—strongly agree with the statement “Sustainably
purchase most fish or other seafood from Whole Food
8.
15.
seafood four times or more per month, 36% said they eat
fish or other seafood from Trader Joe’s, 14% said they
7.
14. On scale 1 to 5, 3% of respondents said that they are on
31% of respondents said they eat fish or some other
seafood from farmers market, 19% said they purchase most
Over half of respondents (53%) said they are somewhat knowledgeable to sustainable seafood production, 28% said they know a little and 14% said they are knowledgeable.
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On scale 1 to 5, 36% of respondents said that they are on level 5—strongly agree with the statement “Sustainably
are other.
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Survey analysis
To obtain first-hand research, I conducted a survey to determine
of consumers who didn’t remember sustainable-seafood labels
consumer knowledge of, and attitudes toward, seafood
or messages at retail and are not sure about it.
sustainability. Are any messages concerning sustainability resonating with consumers? Are any of these messages influencing their purchases?
The survey also found that people not only support the idea of sustainable seafood—they are also willing to see the local small-scale fisheries, which are considered as “the best option
First, I learned that people’s seafood consumption habits vary
for sustainable use of fisheries” (Jacquet, J. & D. Pauly, 2008),
quite a bit. Only 6% said they rarely or never eat seafood. But
could thrive. On the scale of 1 to 5 (5 means strongly agree),
another 31% of respondents said they eat fish or some other
47% and 33% of respondents are on 4 and 5.
seafood four times or more per month. Usually, people buy seafood products from farmers’ market (20%), Trader Joe’s (19%) and Whole Foods Market (14%). It is worth noting that these three places often focus on health and the interest in where and how products are made. The last two place— Trader Joe’s and Whole Foods Market also focus on the ability to make customers feel better about themselves. In other words, raising, so that sustainable seafood may be in greater demand in the future. However, there are also have large price-oriented stores, like Safeway (13%) and Target (11%), are likely appeal to the wavering consumers. The dilemma between price and health still exists. This could be found in question 8 (When deciding what seafood items to purchase from a supermarket or other store, which of the following are important to you?), price is top-of-mind for consumers, whether they’re purchasing seafood at a supermarket or other store. Only 12% of seafood consumers said Environmental friendliness is the most important factor when purchasing seafood at a retail store and about one-fifth in food safety; about a quarter said price is most important.
perhaps consumer-oriented conversation strategies need to be reconsidered. In view of these survey, it is quite likely that consumers need a sustainable seafood market, which is not only ocean-friendly but also consumer-friendly, to build confidence on sustainable seafood products and trust between producers and consumers. Since the proliferation of label does not necessarily ensure that conservation goals will be met” (Jacquet, J. & D. Pauly, 2007), consumer awareness campaigns should consider shifting their conservation focus to
RESEARCH
I could assume that the awareness of food security are keep
“If the goal is to reduce pressure on wild stocks of fish, then
F I N WA N G
Overall, the awareness of sustainability certification and eco-labels is generally low and is dwarfed by the 22% and 31%
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
During the research, I have heard a lot of assumptions about what consumers do and don’t know about sustainable seafood.
other avenues.
“It is quite likely that consumers need a sustainable seafood market, which is not only ocean-friendly but also consumer-friendly.”
In general, the current sustainable seafood campaigns or ecolabeling programs have certain effectiveness. Nearly half of the respondents have seen labels or messages that identify
— Jacquet, J. & D. Pauly, The rise of consumer awareness campaigns in an era of collapsing fisheries.
seafood as sustainable at the retail store, and a comparatively good amount of people are willing to pay for a seafood product (61%) with a label that suggests about the seafood is sustainable and are confident to believe in it (78%), but the number of people who are not at all likely buy sustainable seafood (19%) or don’t have confidence with ecolabeling (14%) are still high. If this shows that there is something holding consumers back, that might be price as above and consumers lack in related knowledge (28% said they know a little of sustainable seafood production and 6% said they don’t know at all.)
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05
Sea foraging tour
An afternoon with the sea whisperer—Kirk Lombard Kirk Lombard runs a small intertidal sea foraging tour business in the San Francisco Bay Area. He is a commercial fisherman and writer, who is deeply passionate about our California marine resources. This class was a lot of fun and very informative. I learned how to catch crabs, collect shellfish without getting sick, poke poles, identify nori and other edible seaweeds, and throw a Hawaiian fishing net. Kirk also balanced this, with the information on how to forage responsibly, which is crucial to keeping these resources around for generations to come. He also shared information about some of the legal aspects of fishing so that you don’t get into trouble when it comes time to trying out what you have learned in the class. I asked Kirk how he usually gets people interested in sustainable seafood or ocean conservation since he had been interviewed by media and given speeches on TEDx Talks, “Share the story with them. The terrifying story that happened to the ocean,” Kirk said.
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3
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S T R AT E G I E S
060–063
F I N WA N G
056–059
THE THREE KEY INSIGHTS & T H E S I S M AT E R I A L S
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
I N S I G H T S & P R E S E N TAT I O N S L I D E S
S T R AT E G I E S
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FINFOLK
01
Insights & presentation slides
language for the design of presentation slides, and I used quotes, images or infographic to reinforce each idea. 1. 2.
Branding does not exist in sustainable seafood. We’ve asked scientists to do a marketer’s job; consumers are not motivated by scientists’ call to care about fish.
3.
Consumers want a portfolio of ecoconscious foods, but sustainable fish is not seen as one of them.
4.
F I N WA N G
present these ideas in the class, I developed a cohesive visual
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Here are the important insights that I have found from my reading, as well as interviews, conversations, and journals. To
Consumers often hear about the negative environmental impact of their actions. But people don’t want to hear what they’re doing wrong. In some consumers’ minds, local foods are synonymous with small farms that are committed to the local community through social and economic relationships.
6.
Seafood consumers are skeptical about sustainable
S T R AT E G I E S
5.
seafood, but few have the time or resources to figure it out on their own. 7.
Even motivated shoppers cannot get critical information about sustainability when they need it most: at the point of purchase.
8.
We are putting too much emphasis on consumers and causing consumers to experience fatigue.
9.
Differentiating sustainable seafood only by its ocean-friendliness is not persuasive enough for most consumers.
10. Creating the simplest route from ocean to table can circumvent several barriers to engaging consumers. 11.
Consumer messaging around sustainable seafood works best when it is simplified to obvious, clear-cut and compelling criteria.
12.
Consumers are often detached from their food; they don’t know what’s in it, where it comes from, or how it got there.
13. To a consumer, fresh seafood is plentiful in the supermarket, so they don’t see the crisis in the ocean. 14.
Few people anthropomorphize fish or have a strong emotional tie to marine life.
15. The wild fish industry has become more industrialized, which has led several species dominating the big seafood market. 57
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F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
S T R AT E G I E S
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02
The three key insights & thesis materials
INSIGHT 01
INSIGHT 02
INSIGHT 03
Consumers aren’t motivated by conservationists’ call to care about the environment.
Sustainable seafood is not seen as one of the eco-conscious foods because of the lack of specificity and imagery associated with the word sustainable.
People who have more contact with aquatic realm often have empathy for marine species.
S T R AT E G Y 0 1
S T R AT E G Y 0 2
S T R AT E G Y 0 3
Make it personal
Use knowledge as power
Create a brand that capitalizes on the
Create a big knowledgeable community
Expand people’s perspective
consumer’s’ tendency to buy products
which promotes the concept of seafood
that appeal to their sense of self and
sustainability as a result of a visible
Take consumers behind the scenes of the
particular image and lifestyle.
food trend.
global seafood industry to increase interest in the narrative of where seafood comes from.
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F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y S T R AT E G I E S
—Danielle Nierenberg, founder and president of Food Tank: The Food Think Tank
FINFOLK
“We need to mobilize that foodie momentum on more global issues — not just the personalization of food, but food in a larger context.”
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M AT E R I A L 0 1
M AT E R I A L 0 2
Website 4 points
Magazine 4 points: 1 complete magazine (60 pages)
News
Section 1: Science & People Culture Events Food Technology Opinion People World
World: Jutland Denmark—Mussel Men Seafood Profile: In a Half Shell Technology: Big Data Helping the Fight Against Overfishing and More Story: The Ugly Fish People: Code Blue—SavingOur Oceans Section 2: Food, Culture & Life Style
Video
Restaurants: San Francisco— Hillside Supper
Recipes Healthy Family Meals Holidays Quick and Easy
Club: Supper, Snail & Sustainability Infographic: Hot Ten at San Francisco Recipes: Summertime Seafood Finfolk Tour: Unalaska—Catch of the Day
Finfolks' picks Seasons
M AT E R I A L 0 3
Latest recipes
Seafood Tour App
What’s in season Our partners Single recipe
Travel tips History Aquatic life
Chef
Restaurants
Seafood
Share experiences
Ingredients Preparation Rate this recipe Share it Home Promotional video Short introduction (who we are) Fish Profile Search by name Search by region Trending searches Single profile Name + Scientific drawing images Video BG (in habitat) Recipe image (on the table) Sustainability + Icon Summary Availability / Source / Taste / Texture / Color / Health benefits Nutrition facts Seafood Tour Upcoming tour Pick a city Tour calendar Booking Download field guides
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M AT E R I A L 0 4
Promotional video
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
S T R AT E G I E S
G O T R AV E L L I N G E AT H E A LT H Y
FINFOLK
LEARN NEW THINGS
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4
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DEVELOPMENT
WEBSITE DESIGN DEVELOPMENT
078–085
WEBSITE USER TESTING
[Round 01] WEBSITE USER TESTING
[Round 02]
086–089
090–095
VIDEO DEVELOPMENT
096–103
MAGAZINE DEVELOPMENT
104–111
IDENTITY DEVELOPMENT
112–117
F I N WA N G
066–077
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
I L L U S T R AT I O N D E V E L O P M E N T : W H AT S U S TA I N A B L E S E A F O O D A R E YO U ?
D E V E LO P M E N T
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01
Illustration development: What sustainable seafood are you? The illustration of Finfolk was inspired by the personality test, which has taken over many people’s Facebook feed. We are often curious about the question, “Who am I?” and desire to compare ourselves, with others, in a social media-obsessed society. But, what if there was a test that asks, “What sustainable seafood are you?” A person might be interested in the seafood that he or she got from the result. This idea of “connecting people to one kind of seafood” led to the mermaid illustration.
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D E V E LO P M E N T
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EXPERIMENT 01
Fishman Anthropomorphic marine creatures with hand-drawn outline and photographs
Maybe this is way too “Spongebob”! It does not target my audience.
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FINFOLK
EXPERIMENT 02
Mermaid Hand-drawn line, photographs and scientific drawing of fish
F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
People were interested in this concept, but it could be improved by adding more distinctive personalities.
D E V E LO P M E N T
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EXPERIMENT 03
The lumpy men Photographs of sea in the shape of simplified human figure or figure illustration that uses characterful
Eating sustainable seafood makes you fat? Probably not; and where are the women? They all look like men. Let me try again.
F I N WA N G
imprecise edges
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
slightly childish blocks of bold color with
D E V E LO P M E N T
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EXPERIMENT 04
Finfolk This style is close to the final illustration which has blocks of bold color with real photo cutouts and using pencil lines for details.
The pencil lines and color combinations need some tweaks. It’s getting closer!
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D E V E LO P M E N T
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F I N A L I L L U S T R AT I O N
We are Finfolks! The style of Finfolk brand illustration uses characterful slightly childish blocks of bold color with imprecise edges as if
human and friendly with hand drawn pencil line in details.
It’s Playful, characterful, and friendly.
F I N WA N G
cut out with blunt scissors. It is playful,
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
the illustration had been put together from pieces of colored paper and photos
D E V E LO P M E N T
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02
Website design development
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D E V E LO P M E N T
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EXPERIMENT 01
The map The initial concept of Finfolk website is to design a “sustainable seafood map”, consumers can use a filter to find events, restaurants or food market that’s close to them. However, theses information may not be updated frequently to attract users.
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EXPERIMENT 02
Adopting illustration In this stage, I started to adopt different styles of illustration into the web design and to see which one convey and reflect
F I N WA N G
gradually structured from here.
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
individual consumer’s lifestyle better. The website information structure was
D E V E LO P M E N T
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EXPERIMENT 03
The hand binoculars Finfolk visual and illustration style was settled as well as the five main landing pages at this stage. The key art “hand binoculars� had evolved, and so had the Finfolk illustration.
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EXPERIMENT 04
Sea levels The final web design uses “sea levels” to divide website sections. When users scroll up and down, the different levels of
—Brian Skerry, underwater photojournalist
F I N WA N G
“I want people to see what’s happening underwater, both the horror and themagic.”
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
background will smoothly transit.
D E V E LO P M E N T
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D E V E LO P M E N T
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03
Website user testing 01 Overview The goal of this research effort was to assess to the overall usability of the Finfolk website while it is still in development. Specifically, I was interested in learning whether users could gain a solid understanding of this new sustainable seafood program as well as easily performs common tasks. This usability study was conducted of the “Experiment 04� website design.
Methodology One user was invited to my place in San Francisco to participate in a usability study of the Finfolk website. The user was given a brief orientation of the website and the project before they were asked to perform several tasks on the website. User’s errors, comments were voice recorded during the study and recorded by answering a questionnaire. The test session lasted 1 hours.
User profile The user is in the age range of 26 to 35, and buy fresh seafood items from supermarkets, grocery stores, farmers markets, fish markets, fishermen or online retailers.
Tung / 26 International student
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D E V E LO P M E N T
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Questionnaire data
Question 1
Question 9
Which category below includes your age? Please circle
Was anything too obtrusive?
your answer.
The shrimp picture is getting in my face! It’s too big.
Under 16 / 16–25 / 26–35 / 36–45 / 46 or older
Question 10 Question 2
Was anything too well hidden?
Do you purchase fresh seafood items from supermarket,
No
grocery store, farmers market, fish market, fishermen or online retailer?
Question 11 Yes
Problems or kudos on the color scheme? (Too flashy? Too bland? Just right?)
Question 3
The color scheme gIves me the feeling of the ocean, and
What do you think the purpose of this site is? (i.e., selling,
it’s friendly.
informing, entertainment, etc) Educating people about sustainable seafood in a way that
Question 12
close to seafood consumers’ life style.
Easy to read (both font style and size)?
02
Yes
Question 4 Who do you think the intended audience is?
Question 13 For people who like seafood and being healthy.
How did you find the layout of the site? It was very organized and set out as expected.
Question 5 Could you find what you were looking for?
Question 14 Yes
What would encourage you to return to this site in the future?
Question 6
The Recipes section.
Was it easy to navigate between pages/sections? Yes, you can just easily go back to the homepage by clicking
Question 15
on the logo.
Name your three favorite things about the site, and your three least favorite
Question 7 Was there something missing you were expecting to see? I was expecting there will have some cooking video in the Recipes section. I think that’ll motivate people to cook.
Question 8
Like
Dislike
Illustration
The photos of cities are not iconic.
01
The fish profiles
Social media connections
Interactive seasonal fish chart
Some link names are misleading
Could you tell what each section was about? Overall, yes, but for the Logbook, I have to open the page to know what does it mean.
03
04
Question 16 If you could change one thing on the site, whether it is major or minor, what would be at the top of the to do list? The background color in the video section. It should be darker.
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expressed uncertainty regarding information contained in these links. SOLUTIONS
Make links more descriptive and specific. Separate and clearly distinguish graduate and undergraduate information.
2.
The user experienced inconsistent appearance, layout, color and information presentation when linking between the home page and interior pages.
F I N WA N G
Some links did not match user’s expectations; the user
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
1.
FINFOLK
Top findings & solutions
SOLUTIONS
Add illustration on top of each landing pages Apply same grid system and more color backgrounds on each interior pages
3.
Possible marketing opportunities are missed because a lake of social aspects.
D E V E LO P M E N T
01
SOLUTIONS
02
Add “share” icons on each recipe and the tour page
03
04
“I’ll try to find where I was before…I experience most of my success by surfing, clicking around trying to find information.” —Tung
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Website user testing 02
think of my final design, rather than seeking their input to help me make my thesis materials. Users’ errors, comments were recorded during the study and recorded by answering a questionnaire which was used for the first usability test to check out if some of the usability errors happened again. Each test session lasted 1 hours.
Methodology Two usability tests of the Finfolk website were conducted separately. Users participated in a usability study of Finfolk website at their workplace. The users were given a brief
F I N WA N G
This usability test was designed to on finding out what the user
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Overview
orientation of the website and the project before they were asked to perform several tasks on the website. Users’ errors, comments were voice recorded during the study and recorded by answering a questionnaire. Each test session lasted 1 hours.
Users are in the age range of 26 to 35, and buy fresh seafood items from supermarkets, grocery stores, farmers markets, fish
D E V E LO P M E N T
User profile
markets, fishermen or online retailers. They both have never seen my project before.
Emily Full-time school faculty
Hilaire Full-time school faculty
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Questionnaire data Emily
Question 1
Question 9
Which category below includes your age? Please circle
Was anything too obtrusive?
your answer.
No
Under 16 / 16–25 / 26–35 / 36–45 / 46 or older
Question 10 Question 2 Do you purchase fresh seafood items from supermarket, grocery store, farmers market, fish market, fishermen or
Was anything too well hidden? No
online retailer?
Question 11 Yes
Problems or kudos on the color scheme? (Too flashy? Too bland? Just right?)
Question 3 What do you think the purpose of this site is? (i.e., selling,
No
informing, entertainment, etc)
Question 12 informing & entertainment
Question 4
Easy to read (both font style and size)? Yes
Who do you think the intended audience is?
Question 13 adults (older than mid 20s up) & foodies
Question 5
How did you find the layout of the site? liked the vertical layout / make scroll bar clearer
Could you find what you were looking for?
Question 14 Yes
What would encourage you to return to this site in the future?
Question 6 Was it easy to navigate between pages/sections? Yes, but need some “go back” buttons
when I’m at a store or restaurant / or for travel
Question 15 Name your three favorite things about the site, and your
Question 7 Was there something missing you were expecting to see? No
three least favorite Like
Dislike
concept of the layout, color,
n/a
themes)
Question 8 Could you tell what each section was about?
video (very clear
n/a n/a
Yes
Question 16 If you could change one thing on the site, whether it is major or minor, what would be at the top of the to do list? Make vertical navigation clean)
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Questionnaire data Hilaire
Was anything too obtrusive?
your answer.
F I N WA N G
Question 9
Which category below includes your age? Please circle
No
Under 16 / 16–25 / 26–35 / 36–45 / 46 or older
Question 10 Question 2 Do you purchase fresh seafood items from supermarket, grocery store, farmers market, fish market, fishermen or
Was anything too well hidden? “in seasonal” section
online retailer?
Question 11 Yes
Problems or kudos on the color scheme? (Too flashy? Too bland? Just right?)
Question 3 What do you think the purpose of this site is? (i.e., selling,
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Question 1
pleasing, harmonious, not urgent feeling
informing, entertainment, etc)
Question 12 informing (resource)
Yes, everything is very clear
Who do you think the intended audience is?
Question 13 curious people who already care about sustainable seafood +
How did you find the layout of the site?
D E V E LO P M E N T
Question 4
Easy to read (both font style and size)?
want to know more Pretty easy to navigate, I kept going to back to the
Question 5
homepage navigate button
Could you find what you were looking for?
Question 14 Yes
What would encourage you to return to this site in the future?
Question 6 Was it easy to navigate between pages/sections?
more fish info, recipes, updates...
Yes, but maybe include links to go back over descriptions
Question 15
when you mouse over a button
Name your three favorite things about the site, and your three least favorite
Question 7 Was there something missing you were expecting to see? social aspect
Like
Dislike
fun, dynamic
Big block of text
recipes
sometimes I’m not clear which buttons link to
Question 8 Could you tell what each section was about?
other pages fish info / in seasonal
n/a
Yes
Question 16 If you could change one thing on the site, whether it is major or minor, what would be at the top of the to do list? navigation
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Favorable findings
1.
Quotes
Users commented on the thoroughness and the clearness of the information contained on the Seafood Profile and the Recipe Web pages.
2.
Users continually commented on how exciting and cool the visual design was.
3.
The promotional video was a great start to introduce new users to Finfolk and to help them build an accurate mental model. Users expressed that they clearly understood what Finfolk is, after watched the video, and the video was fun and engaging.
01
02
“This is so beautiful, the way you design the sea levels.” “This is great because this is something that I will use. I want to know what’s in season and what I should avoid buying because it probably comes from the half way around the world.”
Problem & solutions 03
“That’s so cool! In that way you know if you want to buy something local. You don’t buy something that you can only find it in names”
The most noticeable problem is the navigation between sections or pages. However, this problem may be caused by the limitation of the prototype used. SOLUTIONS
Add icons or title besides the navigation dots on each landing pages Align section buttons on menu vertically to mirror the layout of the landing pages Add “back” buttons when it’s necessary
04
your topic.”
Adding a navigation bar on the top of the landing pages
“The design seems really dynamic, it really fits
05
“Interesting, I like everything is really clean even though there is a lot of information there, is very organized.”
06
“I like this format a lot, cuz I feel like recipe websites get really messy nowadays.”
07
“Oh, I like that, that’s helpful, I like this because is simple and quick.”
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F I N WA N G
04
02
D E V E LO P M E N T
03
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
01
07
05
06
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Video development
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D E V E LO P M E N T
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EXPERIMENT 01
Transforming circles The initial concept of Finfolk promotional video is using a transforming circle to tell the story. The circle represents the Earth, eye, and future generations.
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EXPERIMENT 02
Old book illustrations Before the final visual system was fully developed, I have adopted this “old book illustration� style into the video.
F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y D E V E LO P M E N T
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FINAL VIDEO
Style frames The final video started with free-hand sketches of storyboards. Once I had a clearer structure and visual style, the
F I N WA N G
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
storyboards were developed into a series of style frames.
D E V E LO P M E N T
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FINAL VIDEO
Storyboards
Seafood is one of our healthier protein options,
We want to know which species are harvested
And when it comes to so many seafood
or farmed sustainably.
choices, knowledge is power.
They pay attention to how seafood is produced and the impact on our environment.
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but overfishing is desperately harming our oceans.
They pay attention to how seafood is produced and the impact on our environment.
FINFOLK F I N WA N G
But buying sustainable seafood can help make
marine species in less than 50 years.
sure that your favorite seafood will be available and affordable in the future.
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
We are facing the collapse of all types of
D E V E LO P M E N T
This is where the Finfolks come in.
Finfolks are environment lovers and conscious seafoodies.
it’s even more rewarding to fight for a promising future for our oceans at the same time.
It’s rewarding to find the best tuna filet;
That’s what we Finfolks do.
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06
Magazine development
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D E V E LO P M E N T
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01
Chapter opener It is important to state that the each feature should be visibly different than the other one. Choice of colors plays a
example, blue as a dominant color.
F I N WA N G
one by the other designed with, for
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
big role here. Revisions were made to make sure that I didn’t have two features
D E V E LO P M E N T
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02
Cover design I started with sketches and after that, the layout modifies gradually but not in a dramatic way. The main goals of cover design are differentiating from others at the point of purchase and giving the reader as much information as possible about the contents of the magazine.
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D E V E LO P M E N T
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D E V E LO P M E N T
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08
Identity development
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F I N WA N G D E V E LO P M E N T
03
04
05
06
07
08
09
10
11
12
13
14
15
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18
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02
FINFOLK
01
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41/2X
01
Logo conceptualising The Finfolk logo is a modified Gotham with a perfect circle “o.� The perfect circle represents the things that we
ability to see what is happening to our ocean.
F I N WA N G
environment, food and culture and the
2X X
2X
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
care the most: future generations,
D E V E LO P M E N T
2X P L AT E
11/4X
Food & culture
THE EARTH
Environment & ecosystem
11/2X ROE
Future
11/2X
generations
PORTHOLE
Ability to see what is happening to our ocean 115
02
Color palette
PRIMARY COLOR
CMYK: 100/90/10/0
CMYK: 45/0/0/0
CMYK: 25/0/5/0
RGB: 18/56/150
RGB: 121/213/253
RGB: 190/224/235
CMYK: 0/70/100/0
CMYK: 0/20/20/0
CMYK: 5/0/95/0
RGB: 242/113/33
RGB: 253/206/193
RGB: 255/255/33
CMYK: 0/0/0/90
CMYK: 0/0/0/50
CMYK: 0/0/0/10
RGB: 25/25/25
RGB: 127/127/127
RGB: 229/229/229
CMYK: 30/30/100/5
CMYK: 0/0/0/50
RGB: 197/172/0
RGB: 127/127/127
S E CO N DA RY CO LO R
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03
Typography
Designer: Tobias Frere-Jones
Designer: Tobias Frere-Jones
Foundry: Hoefler & Co.
Foundry: Hoefler & Co.
Gotham is a family of widely used
Surveyor is a Didone serif typeface that
geometric sans-serif digital typefaces
recalls type found on engraved maps
designed by American type designer
and charts. It has a vertical axis and a
Tobias Frere-Jones in 2000. Gotham’s
high contrast of stroke weight similar to
letterforms are inspired by a form of
Bodoni or Didot but a less strident,
architectural signage that achieved
more organic, structure recalling early
popularity in the mid-twentieth century,
nineteenth century faces like Bell, Scotch
and are especially popular throughout
Roman, and Thorowgood. The italics have a slightly more extreme forward
broad design with a reasonably high
slant than is common and curved strokes
x-height and wide apertures.
often terminate in a ball.
Almost everything is in Gotham,
But something is in Surveyor too.
D E V E LO P M E N T
New York City. Gotham has a relatively
F I N WA N G
Surveyor Text
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
Gotham
Aa Aa 117
5
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FINFOLK
WE ARE FINFOLKS !
F I N WA N G
120–127 MAGAZINE
128–135 TOUR APP
136–141
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WEBSITE
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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136
FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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FINFOLK
F I N WA N G M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
WE ARE
FINFOLKS !
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6
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F I N WA N G
I find it very rewarding to learn and help educate others about the natural world and how we can care for it at the same time.
M FA T H E S I S P R O J E C T / P R O J E C T J O U R N E Y
The future
FINFOLK
CONCLUSION
Overfishing is a complex global issue. We need consumers all over the world to support the sustainable seafood movement. Finfolk is not just my student project; this process book doesn’t represent the end of the Finfolk neither. My hope is to bring the experiences to countries around the world, and use general ideas but also the passion and the curiosity for nature and our society.
CONCLUSION
my design skills to communicate not only knowledge and
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Acknowledgements
Thank you, to the myriad of incredible contributors who have dedicated their thoughts and help to my projects. Thank you, to the instructors at the Academy of Art University, Phil Hamlett, Mary Scott, Hunter Wimmer, Michael Kilgore, Shel Perkins, Jeremy Stout, Carolina De Bartolo, John Nettleton, Andrew Loesel, David Hake, Bob Slote, Christopher Morlan, Sandra Isla, Scott Rankin, Anne Kitzmiller, Stan Zienka, Anna Glaze, Alexandra Rollo; thank you, to the support Instructors, Scot Crisp, Michael Shehane, Jill Ballard, Rebecca Williams, Stacy Hernandez, Yoko Ichikawa, Susan Pasley, Sheila Hancock, Monica Berini, Margaret Wooliever, Romalyn Schmaltz. Through your guidance, passion and example, I have learned skills, techniques and a deeper way of thinking that have led me to the most important thing—belief that I have the potential to make the world a better place. Thank you, to all of my family and friends who have provided support and encouragement in all that I’ve worked towards. To Mom, for and her loving support, so that I can set my heart on pursuing my passion. To Dad, for wearing those old trousers while putting me through college. To my sister, Yi-Hsin, and brother, Yi-He, for always cheering me up in those late night video calls from Taiwan. To my friends and classmates for inspiring me and giving me all your hearty laughter.
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SCHOOL
Academy of Art University School of Graphic Design
INSTRUCTORS
Phil Hamlett Jeremy Stout Carolina de Bartolo
FINAL REVIEW
May 5, 2016
WRITTEN AND DESIGNED
Fin Wang / Student ID: 03227542 finwang13@gmail.com
ALL RIGHT RESERVED
Copyright © 2016 Fin Wang
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All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic, mechanical, including photocopy or any storage and retrieval system, without prior written permission. Respect copyrights, encourage creativity!