The goal for these design’s is to express areas of inequality in New Zealand. My aim was to portray the inequality caged hens experience vs. pasture raised hens in the NZ egg industry. In order to communicate this my concepts was to juxtapose text and image in a striking way that helped paint the full picture and made the viewer, egg consumer’s, question their choices. Through the use of futura my design has bold-clean, geometric sans-serif typeface. This appearance of efficiency and forwardness allowed my message to be clear and easily read. Colour was also important to my design, red is a very hot color often associated with violence which worked well in relation to depicting the suffering of caged eggs. While, yellow is often considered the brightest and most energizing of the warm colors. Yellow is also associated with hope, and allowed me to show the flip side of the egg industry, promoting pasture raised hens.
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