Dallas Farmers Market — veggies instead of fries ad analysis

The image that I will be analyzing is an image from the Dallas Farmers Market in an effort to “change the perception that good, healthy food is more expensive than grab-and-go junk. Our campaign of posters and transit hit lower-income neighborhoods around the Farmers Market, and set out to change their thinking in an unusual and visually-arresting way.” This ad campaign is beautifully done, with several other posters which you can see at the link below.



The main contrast in this ad (though there are a few) is the bright red versus the yellow background. We know that yellow and red are primary colors, and they do contrast well with each other. Yellow is much brighter and happier, while red is darker and can have various feelings and emotions attached to it. Here we see the difference between the two because they are pressed right against each other. Another set of contrast that I didn’t highlight in this image are the different vegetables inside of the fries container. Though the contrast is much less than the red on yellow, there is still a contrast in size and color. Along with that, the contrast in the text on the bottom line is another thing to note. All of the type is the same until the very end of the line, which makes it stand out and causes your eye to look longer.


This ad features many different aspects of alignment, the most obvious of which is the center alignment of all of the objects, including the fries container with the vegetables and all of the text. Though center alignment is not typically ideal in the design world (as it is seen as too safe and default), it seems to work well with this ad. The purpose of the ad is front and center, and the text — though just far enough beneath the fries container to obviously be a separate object — is center aligned to match the vegetables.





This ad mostly has repetition inside of the fries container. The different vegetables are lined up evenly, and are repeated along the different lines that they’ve created until you reach a new vegetable. Though they are not perfectly centered (which fries never are), you can see the repetition within them because the carrots, peppers, and wax beans are all done on separate lines, rather than mixed in together. Along with that, the text on the bottom line is all the same: there are two words in the same font face with the same spacing and the same bullet points. This gives a feeling of completeness to the image itself.


Proximity in this ad is shown in the text, in the vegetables being close together, and the text on the fries container being close to each other. Though all of these objects are different, they all hold elements of proximity. The vegetables are tightly packed within the fries container. The text on the fries container is all in close proximity to each other. The text at the bottom of the ad, though separate from the image itself, holds proximity with itself. The Farmers Market logo is in close proximity to the ad tagline at the very bottom.




This ad holds a lot of color, though the main contrast in the color is in the red on yellow. The background, though similar in color to many of the objects in this ad, pulls all of the colors together (as opposed to what a white background would look like). The orange, yellow, and yellow-green of the vegetables (especially in comparison to the red fry container) all add to the color scheme. The yellow text on the red fry container shows a lot of contrast, though it is similar to the background. Along with that, the green tips of the vegetables adds another layer of color in this ad, though it is a small layer that one may not initially think of when looking at this image.


Final Thoughts

Though this ad is very simple, and at first may seem hard to dissect (as it did to me), it clearly holds all of the design principles that have been covered in COMM 130, thus far. In my opinion, this is a good advertisement, and is one that would draw the attention of someone reading a magazine or passing it on the subway. The “shock” of the vegetables in place of the fries can really make one think, and the aspects of alignment, contrast, repetition, color, and proximity only increase the the appeal to this image.


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