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MFA GRADUATE THESIS LI LI


Written and designed by Li Li Academy of Art University School of Graphic Design Instructors: Phil Hamlett Carolina de Bartolo Jeremy Stout Spring 2016

ALL RIGHT RESERVED © 2016 Li Li. All Rights Reserved. No part of this publication can be reproduced without express written permission from Li Li.


MFA GRADUATE THESIS LI LI


IN THE EARLY 1900’S, LOBSTER WAS CONSIDERED THE

“COCKROA OF THE OCEAN”


ACH DURING THAT TIME, LOBSTER WAS SYNONYMOUS WITH THE POOR—

Social influences on food intake refer to the impact that one or

OFTEN EATEN REGULARLY BY THE HOMELESS, PRISONERS AND

more persons have on the eating behavior of others, either direct

SLAVES. IT WASN’T UNTIL AFTER WORLD WAR II THAT LOBSTER

(buying food) or indirect (learn from peer’s behavior), either

BECAME CONSIDERED A DELICACY AND A FOOD ASSOCIATED WITH

conscious (transfer of beliefs) or subconscious. Even when eating

THE ARISTOCRATIC CLASSES.

alone, food choice is influenced by social factors because one’s attitudes and habits develop through the interaction with others.

Cultural influences lead to the difference in the habitual consumption

However, quantifying the social influences on food intake is

of certain foods and in traditions of preparation, and in certain cases

difficult because the influences that people have on the eating

can lead to restrictions such as the exclusion of meat and milk from

behavior of others are not limited to one type and people are not

the diet. Cultural influences are however amenable to change: when

necessarily aware of the social influences that are exerted on

moving to new country individuals often adopt particular food habits

their eating behavior.

of the local culture.


IF EDIBLE INVASIVE SPECIES ARE SO GOOD TO EAT, WHY

Second, eating habit. Sometimes a species became invasive in

AREN’T AMERICANS EATING THEM ALREADY? THERE ARE

a specific area because lack predators, which could be human.

SOME REASONS.

For example, the most significant invader in great lakes, Asian carp, wouldn’t be invasive in areas that people eat them as

First, misleading information. For example, Asian carps have

normal meal.

tasty flavor, tender flesh, and lacks a “fishy” taste. Although it has a clean taste, its image is bad. Fisherman calls it “trash

Asian carp have been a popular food fish in Asia for thousands

fish” just because the market doesn’t need it, but the public

of years. However, many people in North America associate

misunderstood and thought it is “dirty as trash”.

Asian carp with common carp, a bottom feeding, highly bony species which was introduced from Eurasia in the 1800s and is

Part of the Asian carp’s poor image stems from its name. It’s

not widely regarded as food.

often confused with the common carp, a bottom feeder with a flavor sometimes referred to as “muddy.”

The pearly white flesh is said to taste like cod or described as tasting like a cross between scallops and crab meat. They are

The Asian carp, in fact, is a clean fish that feeds on plankton

low in mercury because they do not eat other fish. To make

and algae in the upper water of rivers. It’s rich in protein and

the fish more appealing to American consumers, the fish have

low in mercury because it doesn’t eat other fish.

been renamed silverfin or Kentucky tuna. Volunteer efforts

The tender flesh lacks a “fishy” taste, so it easily absorbs the flavors of sauces, spices, and herbs cooked with it.

to increase the popularity further include making and selling carp-based dishes and using the entrails to make fertilizer.


NOW THINK AGAIN, WOULD YOU STILL CALL THESE FISH

TRASH?


MISPLACE DELICACY


ED


VEGAN FRIENDLY


FACTORY FARMING ANTIBIOTICS PESTICIDES ECOLOGICAL BURDEN CHEMICALS METHANE EMISSIONS


EDIBLE INVASIVE SPECIES


NATURAL PROTEIN REAL ORGANIC GOOD AMOUNT GOOD TO ECOSYSTEM NO ANTIBIOTICS GREAT TASTE


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EDIBLE C INVASIVE SPECIES introduction

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In the US, thousands of invasive species wreak havoc with our native ecosystems, our economy, and our livelihood, yet there are practical solutions! Many of invasive species are edible, and even traditional cuisine ingredients in elsewhere in the world. They are just misplaced delicacies.


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CONFRONT MFA THESIS MFA THESIS OF LI LI

introduction

Through two years research and study, I created Wild Table—a solution for people who have a passion for nature and like hands-on practice with adventurous food ingredients. Wild Table is a food company that will provide hands-on approaches to prepare and cook typical edible invasive species in different adventurous levels.

The goal of this project is to build on the forage culture, create the demand for edible invasive species and accelerate the change of the current policy of edible invasive species.


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table of contents

EXECUTIVE SUMMARY IDEATION PROCESS DESIGN PROCESS BRAND GUIDELINE FINAL DELIVERABLES


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CHAP TER

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table of contents

01 02 03 04 05

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ORIGIN

024

THE ISSUE

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INSIGHTS

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ABSTRACTION LADDERING

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AUDIENCE AND STAKEHOLDER

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STRATEGY

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BRAND NAMING PROCESS

058

VISUAL RESEARCH

062

VISUAL DEVELOPMENT

080

STRATEGY DEVELOPMENT PHASE USER TEST

086

WEBSITE DESIGN USER TEST

098

TRADEMARK

104

COLOR PALETTE

106

TYPOGRAPHY

108

GRAPHIC STYLE

118

PHOTOGRAPHY STYLE

122

WEBSITE

130

MAGAZINES

140

PACKAGING

154

FOOD TRUCK

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EXECUTIVE SUMMARY CHAP TER

ORIGIN THE ISSUE INSIGHTS

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Y


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ORIGIN

I have always had a passion for plants and animals since I was little, so I was always drawing leaves, birds, and many other creatures that I saw, either in reality or in my fantasy. I grew up with a naive concern about the environment. Gradually, I intentionally connected my life with art and the environment. In 2012, I earned my Bachelor’s degree in Environmental Engineering with a minor in Digital Design from Beijing Forestry University in China. I acquired knowledge related to the environment and learned the power of design as a tool to communicate. After I graduated, I decided to pursue a career in visual communication. While I was in college, I was especially intrigued by environmental geology, and that was the first time I had ever heard about species invasion. Before I came to San Francisco to pursue a Master’s degree in Graphic Design at Academy of Art University, I took a trip to Nepal and India. The trip to Nepal made me notice that species invasion is a global crisis, and it’s not just an image as simple as what I saw in my environmental geology textbook. When I was boating on Phewa Lake in Pokhara, I saw many green plants f loating on the surface of the lake. Although it looked very mysterious and beautiful, after a closer look, I was aware that the plants there were an invasive species called the water hyacinth. People living near Phewa Lake showed me pictures of what Phewa Lake looked like a year ago and there was no green color at all. After I came to the US, I keep finding news about how severe the problems invasive species caused in the states. There are a couple of cookbooks about edible invasive species in the market, there are professionals and pioneer chefs who are promoting invasive fish, but the American policy is lagged. Therefore, I had some design projects on the topic of invasive species. As time goes on, I find myself immersed in this study. I believe one day, edible invasive species will become the trendy food sources. I plan to use my professional skills in both environmental and design fields to promote edible invasive species.

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EXECUTIVE SUMMARY

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THE ISSUE

What is an invasive species?

Invasive species WATER HYACINTH

Invasive species are species not native to a specific ecosystem and believed to cause damage to the environment such as the destruction of biodiversity, decline in forest productivity, disruption of ecological processes, and the extinction of native species. Once an invasive species establishes its habitat, gaining control over it is extremely difficult. To fight this problem, the challenge is to motivate the general public to tackle the serious issue of invasive species control. To reach this goal, I think there are many great opportunities for using Graphic Design to change the problematic situation.


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EXECUTIVE SUMMARY

So what?

What can i do about it?

Invasive species could harm natural resources in an ecosystem. Invasive species were capable of causing extinctions of native plants and animals, reducing biodiversity, competing with native organisms for limited resources, and altering habitats. Invasive species is not only threatening native plants, animals, and ecosystems but also impacting agricultural ecosystems and other human activity. The costs of control and environmental damages in America could add up to millions of dollars per year. Many Federal agencies and private organizations were working to prevent the introduction of invasive species, manage and contain those species, and educate the public about problem plants and animals. What I was trying to do was to find a better approach to communicating with non-professionals about species invasion.

After research and consideration, I decided to follow the idea of edible invasive Species. On one hand, I have a background in Environmental Engineering, which can help me to reach a professional level of research comparing to other topics. On the other hand, invasive species is one of the most significant global environmental issues in last decades. In the US, there are many edible ones, yet not many people are aware of it, let along adapt it as the daily meal. Many edible invasive species are actually famous dishes in another country. This situation creates a special opportunity that allows Graphic Design to make changes.

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INSIGHTS 01

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Invasive Species is about the balance between native and non-native species, and as well as the balance between human and the environment.

EXECUTIVE SUMMARY

I did research mainly through extensive reading both from book and online. Besides reading, I also seek advice from professionals like university professors who is focusing on invasive species. After I decided to go for edible invasive species, I built a long-term connection with a national wellknown Chef, who is actively promoting edible invasive species for years. For all of the materials I read, there is one book inf luenced me the most­. Its title is Beyond the War on Invasive Species: A Permaculture Approach to Ecosystem Restoration. Beyond the War on Invasive Species is a very well written book that introduces an innovative idea about ecosystem restoration—manage invasive species based on a permaculture inspired approach, such as compost, animal feed, medicine, human consumption, and etc. This book opens a new vision to manage invasive species, discusses the ecosystem restoration thoroughly, and also gives examples of specific species. Beyond the War on Invasive Species has very intriguing discussion on permaculture approach to ecosystem restoration. In favor of the same point of view, I think invasive species is about the balance between native and non-native species, as well as the balance between human and the environment. Later on, I built my strategy around consuming edible invasive species to keep a balanced environment.

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INSIGHTS 02

Edible invasive species are plenty.

Dandelion Garlic mustard Himalayan blackberry Kudzu Asian carp Bullfrog Red swamp crayfish Nutria Wild boar ‌

There are plenty of edible invasive species. First, I want to justify invasive species. Maybe they sounds dangerous, and sometimes they truly are, but not necessarily bad to human health. They are just plants or animals that grow out of their original habitat, and more capable to survive than some native species. Invasive species lack natural predators, so why not do what we humans do best and reduce the populations of unwanted invaders? Historically, many invasive species were even introduced as food. This principle applies equally to plants, like Himalayan blackberry, crabgrass, and kudzu, and to animals, like garden snails, carp, and bullfrogs. Not only are these animals living the free-range life and eating clean food, but the ecosystem is actually better off without them. So, why not be adventurous? Meat doesn’t get greener than this!


MFA THESIS OF LI LI

INSIGHTS 03

It’s about eating habit.

Sometimes a species became invasive in a specific area because of lack predators, which could be human. For example, the most significant invader in great lakes, Asian carp, wouldn’t be invasive in areas that people eat them as the daily meals. Asian carp have been a popular food fish in Asia for thousands of years. However, many people in North America associate Asian carp with common carp, a bottom feeding, highly bony species which was introduced from Eurasia in the 1800s and is not widely regarded as food. The pearly white f lesh—complicated by a series of bones—is said to taste like cod or described as tasting like a cross between scallops and crab meat. They are low in mercury because they do not eat other fish. To make the fish more appealing to American consumers, the fish have been renamed silverfin or Kentucky tuna. Volunteer efforts to increase the popularity further include making and selling carp-based dishes and using the entrails to make fertilizer.

EXECUTIVE SUMMARY

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030

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INSIGHTS 04

INSIGHTS 05

There is a missing link.

Which audience group to focus on?

After I figured out the obstacles, the next question is how do I convey this information to the general public who may not care invasive species at all? The answer is to define the link between invasive species and individuals own good.

Any new ideas spreading through cultures need pioneers. Once the pioneer group established, other potential audiences tend to follow the trends, and then they will lead more people to join the new culture. Are there any pioneers try to eat invasive species? Yes, there are many innovative chefs, environmentalists, and news reporters keep tracking this issue.

Human are powerful enough to introduce invasive species but almost helpless to get rid of them. The real reason is: once an invasive species established its habitat, the control becomes extremely difficult. As a result, prevention, early detection, and rapid response are key strategies for the control. Implementing all the strategies needs an awareness of the general public. The challenge is to motivate the general public to approach invasive species control.

The technology adoption lifecycle is a sociological model that is an extension of an earlier model called the diffusion process. Diffusion of innovations is a theory that seeks to explain how, why, and at what rate new ideas and technology spread through cultures. The origins of the diffusion of innovations theory are varied and span multiple disciplines. Rogers proposes that four main elements inf luence the spread of a new idea: the innovation itself, communication channels, time, and a social system. This process relies heavily on human capital. The innovation must be widely adopted in order to self-sustain. Within the rate of adoption, there is a point at which an innovation reaches critical mass. The categories of adopters are innovators, early adopters, early majority, late majority, and laggards. Diffusion manifests itself in different ways in various cultures and fields and is highly subject to the type of adopters and innovation-decision process.


MFA THESIS OF LI LI

EXECUTIVE SUMMARY

pioneers early adopters

laggars routine users

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INSIGHTS 06

INSIGHTS 07

Isolated information.

Lack of a marketplace.

With so many innovators, the concept of edible invasive species should already be widely spread by now. But in my survey, not many people know it. Because many of the innovators have their blog or website, but they lack communication, and the general public doesn’t have access to their profound information.

There are markets for wild meat, most of them even included invasive species, but there is no platform specifically for invasive species meat. As a result, some environmentalist cannot find a marketplace to learn and buy edible invasive species, and meat-eaters have no idea that their meat choices are important.

Some self-motivated invasive species control activists also need a structured platform to promote invasive species control. When I doing my research, it’s hard to find authentic information with detailed description about edible invasive species. After three semesters, I start to reach some people has real experiences. If one didn’t specifically do research on edible invasive species, itwould be almost impossible to actually get any valuable information. There are websites that have instruction for edible invasive species recipes, but no one has discussion section and detailed prepare instruction.

The most common invasive species that I see on wild meat ordering websites is wild boar, and other available edible invasive species in wild meat category are tiger prawn, wild turkey.


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INSIGHTS 08

EXECUTIVE SUMMARY

ideation process Slow legislative process.

“We can identify 80 to 95 percent of species that will become harmful, but policies to prevent damage have lagged.” —David Lodge, a professor of biological studies at Notre Dame University and co-author of the study

033

The science of identifying what species are likely to prove harmful has gotten better and more accurate in recent years, but policies to prevent damage have lagged.


IDEATION PROCESS CHAP TER

02

ABSTRACTION LADDERING AUDIENCES AND STAKEHOLDERS TARGET AUDIENCES STRATEGY BRAND NAMING PROCESS VISUAL RESEARCH


038

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ideation process

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ABSTRACTION LADDERING

Abstraction Laddering is a way to help distil the topic. I asked myself why and how I could achieve each detailed goal regarding to edible invasive species, and list all of them, then I try to think all possible deliverables. The deliverables are not the final choice, and I will pick some with the thinking of how the user would access it. I started with three facts: 01. Current invasive species meat is always sold with other game meat without being listed as invasive species, let alone any detailed information. 02. Many edible invasive species haven’t been used as food source in America. 03. Food lovers, even people who are interested in foraging are not aware of invasive species.

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ideation process

Sharing / Connection

Inability

Blindness

There are pioneer chefs developing invasive species meat recipes, but no platform for them to share.

People who passionate about environmental protect do not always understand the reason of eliminating certain kinds of species, so they may reject to see that part of facts.

Very limited number of chefs know edible invasive species and they are not professional on branding themselves, conduct campaign and present their work.

why Food lovers, even people who are interested in foraging are not aware of invasive species. how Build a platform for pioneer chefs to communicate.

Use a mild way to communicate the relationship between invasive species and the environment, and attract environmentalists to discover the benefits of edible invasive species.

Organize a chefs’ league which focus on environmental protection, and call for more chefs’ actions.

Wild Food Blog, Video Tutorials

Annual Event, Honorary Award

Video Advertise, Digital Publication

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044

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Stubborn

Misleading

Illegal

Inconspicuous

Consumers in America show little interest in changing their consumption habits to diminish their environmental footprints.

There are misleading information about some edible invasive species.

The legislation process is slow.

There are few business people see the prospects in developing the edible invasive species.

why Many edible invasive species haven’t been used as food source in America. how Encourage consumers in America to try edible invasive species by showing the environmental inf luences.

Convey and clarify the accurate information about invasive species.

Show the advantage of eating edible invasive species to urge the legislation.

Spread the idea of edible invasive species to build a bridge to attracting investment.

Free Food Sample

Wild Walk Event, Monthly Publication

Legislation Campaign

Marketing Materials


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ideation process

045

Discomfort

Access

Motivation

Concerns

People are easy to be scared by the name of invasive species.

There are no entrances for general public to get to know the information about edible invasive species.

It’s hard to make people feel motivated about eating invasive species.

Some people have safety concern about edible invasive species.

Create another name for edible invasive species instead of calling them invasive species.

Build a customer-oriented platform to communicate the information.

Create incentives to encourage people go for edible invasive species.

Establish authority to reassure people.

“Wild Food”

Recipe Website And App

Wild Food Coupons, Unified Logs, Gift Sets

Cooking Contest, Cooking Talk, Publications, Authorized Catalogs


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Illegal

Awareness

Incomprehension

Accuracy

The publicly trade haven’t been approved by the law.

Most hunters or game meat sellers don’t know their contribution to the environment by eliminating invasive species.

Customers don’t know the significance behind eating invasive species.

Game meat sellers are not able to post accurate information about invasive species without being educated.

why Current invasive species meat is always sold with other game meat without being listed as invasive species, let alone any detailed information. how Organize activities to urge the legislation.

Show the positive side of conversation hunting and make them be proud of them contribution.

Build an edible invasive species trade website with detailed information.

Educate hunters and game meat sellers about invasive species and encourage them to advertise themselves as environmental protector.

Protest Materials

Conservation Hunt Promotion

Wild Food Retail Product Packaging

Invasive Species Talk


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ideation process

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AUDIENCES AND STAKEHOLDERS

To figure out the relationship between all the stakeholders and use it to analyze how my service will work as a closely-related whole, I listed all the affected individuals, and made this map.

Potential Consumer

The Experimental Foodie

promote

exchange experience

The Pioneer Chef

exchange experience buy

exchange experience

The Environmental Pragmatist call to action

promote wild food

Environmental Organizations

Event Host

collaborate

co-work

Media

promote


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ideation process

customer

Government

USDA

Potential Vendor legislates

alliance

Regular Restaurant Owner Game Meat Restaurant Owner

authorize

Game Meat Supplier Wild Food Retailer supply

buy

Business

Process Factory invest

Outdoors dealer

sell equipment

fundraise supply

Businessman

Hunters Outdoors Sport Store buy

sell food

Recreational Camper

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TARGET AUDIENCES

Wild Table targets on people who have passion on the nature and like hands-on practice with adventurous food ingredients.

Primary audience: the environmental pragmatists

The environmental pragmatists are open-minded people who listen to all the green suggestions in order to do every little effort in their daily life to make the planet a better place. They enjoy a green lifestyle, and read green labels to choose their daily consumption. They care about the ecosystem with their research-based understanding instead of extreme nature-worship.

Secondary audience: the experimental food lovers

The experimental food lovers are people who crave for the fresh ingredients, love to try all regional cuisine, and fusion ingredients to create their adventurous dished. They would be excited to try all trendy food, such as fermented food and even edible insects. They care about the quality of ingredients and like to learn from the authentic resources.


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ideation process

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STRATEGY

1 Food Truck Insights

Americans do not familiar with edible invasive specie, and only few people have access to have invasive speices as food source.

Strategies

Create a welcoming image of edible invasive species, and provide authorized information.

Deliverables

The decoration of food truck and some promotional materials

Food Truck Design


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ideation process

2 Online Retail

3 publication

Currently, invasive species product is always sold with other game meat without being listed as invasive species, let alone any detailed information.

There are no authorized infomation for Americans to learn about invasive species. Some pioneer chefs developed invasive species recipes, but no platform for them to share.

Provide detailed information of invasive species and a purchasing system.

Connect professionals and rookies to spread the concept of wild food.

A service system that has detailed information of invasive species food, seasonal meat suggestion, buying guide, and ordering system.

A quarterly publication with authorized information and easily understood instruction.

Website Shipping Packaging

Magazine

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> Encourage participants will go for wild food < Adopted customers will follow the events

1 Food Truck A food truck that send out food samples to give people chance to try edible invasive species product, and promote the concept of edible invasive species.

Food truck The decoration of a food truck and environmental design

promotional materials

food sample Environmental friendly food box


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ideation process

055

> Participants will find their community < Events will be posted on the website > Customers will find their community < Advertise will show on the website

2 Online Retail

3 publication

A service system that has detailed information of invasive species product, seasonal ingredients suggestion, buying guide, and ordering system.

A platform that would build a community of eating invasive species product with authorized information and easily understood instruction.

Packaging

Publication

Use environmental friendly materials combining with a welcoming design image to intrigue customers.

Quarterly magazines will be published to fully motivate customers regarding wild food. Show a friendly atmosphere as a community that gathers pioneers in wild food and Connect professionals and rookies.

Website The service of wild table will be informative and friendly. Customers will feel confident by viewing detailed information and using simple ordering system.

Recipe cards All the products will be served with an instruction which will be easily to understand, and ease usersâ&#x20AC;&#x2122; concerns about eating invasive species product.


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NAMING PROCESS

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ideation process

Howling Bowl Wild Fork Roar Meat Extremeat Beeat Tooth To Tooth Wild Table Addventure Gusty Guy Bold Meat Bold Tooth The Meadow Table Enemeat Raw Up Medium Wild

I made a word map to help sort out words that can be used as title, and finally I choose Wild Table as my brand name.

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VISUAL RESEARCH

For exploring new ideas and finding new associations, I defined three key worlds that can describe what my project should be look like:

Balance Wild constraint

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ideation process

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DESIGN PROCESS CHAP TER

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VISUAL DEVELOPMENT STRATEGY DEVELOPMENT PHASE USER TEST WEBSITE DESIGN USER TEST


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VISUAL DEVELOPMENT

Design Brief

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design process

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Poster Design

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design process

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Poster Design

This set of posters are from the thesis proposal. In this project, I had already collected most basic information about invasive species, and itâ&#x20AC;&#x2122;s time to express my own voice. I considered the fact that people are unaware of the negative side of certain animals being invasive, so I start to phrase statements that communicate the roles humans play in the invasive species pathway. After I came up with several statements, I started to use them to create three posters. The most challenge part is that animal images are always too pretty to show the dark side of their impacts on the environment. After a couple times of failure, I finally chose using illustration to manipulate their looking to show the threatening effect.


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design process

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Research Book

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design process

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Web Site First Draft

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Food Truck Development

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design process

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Packaging Development

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design process

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Packaging Development

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design process

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Magazine Development

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design process

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STRATEGY DEVELOPMENT PHASE USER TESTING

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design process

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I conducted a game event to gather people who love animals or care environments, and through the game to break the ice to let participants discuss invasive species. With participantsâ&#x20AC;&#x2122; help, I found some new insights and designed an interactive app to track the process and result of the event.

Pandoraâ&#x20AC;&#x2122;s box is a speed action game in which players watch for invasive animals. The deck contains 22 playing cards showing two kinds of animals in groups of invasive animal and native animal. I designed this game for breaking the ice. Through the game participants can know each other and get a sense of what the topic is about. Furthermore, the card set can be gift for participants. It not only can be used at the party, but also spread the idea of invasive species through participants.


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design process

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Insights

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EDIBLE INVASIVE SPECIES

Americans don’t eat Asian Carp not just because it is boney. one another reason that Americans don’t give it a chance as food is that people keep calling it “trash fish”. This name will make people associate Asian Carp with germ and disease, which is not true.

ADULT EDUCATION

People’s affection for animals is developed in early childhood, and adults have very distinct knowledge levels for animals.

CONSERVATION HUNTING

In my two conversations, most people have positive attitude towards conservation hunting, which is beyond my expectation.

L ACK OF RESONATION

For the public, it’s hard to resonate with the issue of invasive species because people don’t see the direct inf luence to their life.

AFFECTION VS. ACTION

For most people, the affection to animals doesn’t necessary means they will take action.

ILLEGAL PETS

People who raise illegal pets mostly know the law.

DISTINGUISHING

Distinguish a specific animal is hard to non-professionals.

MISUNDERSTANDING

A common misunderstanding: invasive species is less frequently to be seen than native species, although the incredible amount of Asian carps is kind of well known. For example, almost all participants think they’ve seen red ear slider before, and half of them can say it’s name, but no one knows it’s invasive.

LIFE VS. INVASION

Some people would choose to save an invasive animal’s life other than consider it as a pest.

REWARD

Report a witness of poacher and polluter is encouraged by California Department of Fish and Wildlife, and there is a good amount of money reward. After research, I found out transporting and introducing non-native into California’s lakes and rivers also count as polluting activities.

MARKET

If eating invasive species is successfully promoted, it will create a market, which could potentially lead a new problem—keep the products sustainable means we can never get rid of invasive species.


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Ideas

design process

TARGET ANIMAL EDUCATION TO ADULTS

Animal recognition eduction is mostly targeted to children. In fact, knowledge levels of animal vary from person to person, and there is not a positive correlation between animal knowledge and age. If invasive species education has a successful aesthetic towards adults, there may be a huge market. Nevertheless, Adults has better understanding and capacity to cope with invasive species.

CONSERVATION THROUGH GASTRONOMY

No matter how acceptable eating invasive species is, people are all interested to talk about eating invasive species. For species we don’t familiar, we don’t have a reference to determine if it’s edible. Some invasive species is not a problem in another region because it can be food recourse. Americans don’t eat them because of misleading, unfamiliar or lack of cooking instruction. If there’s no nature predator for invasive species, why can’t human be their predator?

THE CONNECTION BETWEEN INVASIVE SPECIES AND PEOPLE’S OWN PROFIT

For the public, it’s hard to resonate with the issue of invasive species because people don’t see the direct inf luence to their life..

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WEBSITE DESIGN USER TEST

First round

I conducted the website user testing with three people. They are Hattie, Yan and Amal. I had two perfect interviewees in advance, but unfortunately the cheif happened to be out of the state for business, the tree hugger friend is back to home for thanksgiving. But I still can interview them after I improve my website based on the comments I had this week. I have a video with Hattie, and two screenshots of Yan and Amalâ&#x20AC;&#x2122;s online comments in Invision:


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design process

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I sort out the result like this and fix all problems!

03 01

02

04

05

06 07


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design process

THINGS ARE NICE

01

04

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SOLUTIONS

02

I put logo in the middle intentionally, because I’m creating a rough and kink of hipster looking systen.

THINGS ARE WRONG

03

Since this is your homepage, and your not just another food delivery brand, you have a very specific mission. Therefore make it clear on the first page.

It is a magnifer as in “search”, when the mouse move over the icon, there will be a frame that you can input.

04

I should put a space holder for a video.

05

When user scroll the page, four section will spread out, and then user will see more information which includes call to action and sign up buttom.

Nice icons! I like them very much!

OTHER IDEAS

02

All the way on the left works better?

06

03

I am not sure what this icon represents. It’s too vague. But I like the rest!

I will test white color for numbers and choose the best.

07

05

Where is the call to action? What’s next? Where do they sign up? What does the signing up experience look like?

I will consider put “Learn” before “sign up” because user can actrully use learn section before they sign up. But it will also depend on if my context still make sense.

06

I’m not sure but maybe white color for these numbers?

07

Maybe “Learn” should come before than “Sign up”.


090

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Second round

OVERVIEW

PROCESS

At this stage, the Wild Table project already established a distinguished design system. Before every deliverable is settled, I conducted user testing for the Web site to get feedbacks so that I can enhance design system, spot f laws and continue on other deliverables.

This user testing report includes a remote user testing and two in person user testing.

In this user testing I received many positive feedbacks about the visual system and some improve suggestions on details. Compare to last user testing, participants need less explanations and impressed by the complexity of this project.

I conducted the user tests with two people who saw this project very first time, and also one contact from the user group that I built at the beginning of this project. Since the distance, I prepared a remote user testing plan besides the regular one.

IN PERSON USER TESTING:

01

Introducing wild table

02

Browsing the Web site

03

Discussion

REMOTE USER TESTING:

01

Update the new progress of Wild Table

02

Browsing the Web site

03

Answer Questionnaire


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design process

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092

IN PERSON USER TESTING:

Betsy Zhang Betsy Zhang is an elementary school teacher at San Francisco Schoolhouse. She is passionate about the environment conservation and considers environmental impact seriously when she choose products.

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MFA THESIS OF LI LI

“I like all the details and your drawing!”

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094

REMOTE USER TESTING:

Philippe Parola Chef Philippe Parola is a self-motivated pioneer focusing on the edible invasive species. He is actively promoting edible invasive species in the public. He has many interviews and features in many well-known press and TV shows. Chef Philippe made a series of videos to teach preparing and cooking many types of edible invasive species. He also found Silverfin Promotions, a company dedicated to finding and implementing the true solution to the Asian Carp problem in Americaâ&#x20AC;&#x2122;s waterways.

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design process

â&#x20AC;&#x153;I would like to collaborate with you in writing a book on invasive species in the US, primarily the notorious Asian carp.â&#x20AC;?

095


BRAND GUIDELINE CHAP TER

04

TRADEMARK COLOR PALETTE TYPOGRAPHY GRAPHIC STYLE PHOTOGRAPHY STYLE


098

TRADEMARK

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COLOR PALETTE

Primary Color

NAV Y

FOREGROUND

BACKGROUND

GOLD

FOREGROUND

BACKGROUND


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brand guideline

Secondary Color

WATER

FOREGROUND

BACKGROUND

L AND

FOREGROUND

BACKGROUND

GREEN

FOREGROUND

BACKGROUND

BAL ANCE

FOREGROUND

BACKGROUND

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106

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TYPOGRAPHY

BRANDON GROTESQUE BOLD

BRANDON GROTESQUE LIGHT

Gotham Narrow Light

Sentinel Bold Italic

Big Noodle Titling


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Title

Textured typeface is used as tagline or to emphysis.

Sub Title

Brandon Grotesque Light is used for secondery info.

SUSTAINABLY CAUGHT

Copy

Gotham Narrow is used for body copy.

Invasive species are species not native to a specific ecosystem, and believed to cause damage to the environment such as the destruction of biodiversity, decline in forest productivity, disruption of ecological processes, and the extinction of native species. Once an invasive species establishes its habitat, gaining control.

Number

Sentinel Bold italic is used for numeral text and notes.

01

Label

Big Noodle Titling is used in labeling system.

Wild Boar bacon


108

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GRAPHIC STYLE

Illustration [primary]

Primary illustration should be used when species plays a main role in a composition. Mostly primary illustration should be in wild gold. If it is combined with typography, illustration can be mild khaki. Primary illustration can also used as background pattern or packaging material pattern. Secondary illustration is informational, and it should be used to indicate the species in a composition.


MFA THESIS OF LI LI

Illustration [secondary]

brand guideline

Icons

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110

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Other Elements

Frame and lines are used to show the constraint to invasive species

Patterns are used as background when speciesâ&#x20AC;&#x2122; habitats need to be shown.


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brand guideline

Examples

111

SUSTAINABLY CAUGHT


112

KEY ART

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PHOTOGRAPHY

Dish Dish photo should be shot from the top to show the maximum part of the food. The background should be simple and with dark color. Background texture is acceptable, but sould has the rough quality.

Product The ingredient photo should be simple ingredient on one texture background. Utensils could be shown but cannot take dominate part. Background texture is acceptable, but sould has the rough quality.


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brand guideline

119

Species The invasive or native species should be the dominate. The background should be simple. Do not show the baby animals.


DELIVERABLES CHAP TER

WEBSITE MAGAZINES PACKAGING FOOD TRUCK

05


122

WEBSITE

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deliverables

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deliverables

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deliverables

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MAGAZINE

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deliverables

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deliverables

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PACKAGING

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deliverables

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FOOD TRUCK

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acknowledgment

When I was in college, my mentor once told me, “The acknowledgment section is the only place in an academic article where you can put personal emotions.” Obviously, I don’t have to follow that rule in a design thesis, but I do have many thanks to express. I’d like to thank my college mentor Jie Jiang who I just mentioned. Without her, I wouldn’t have solid research skills and logical storytelling skills. I acquired most of my design skills at Academy of Art University, and I met many great instructors there. Jeremy Scott is a wise and open-minded instructor, who welcomes any concept and visual language, and always analysis subjects with students instead of show what to do. Even the weirdest idea would come out nice and function well. Phil has a great vision and gives charismatic lectures. His lectures allow me to see the possibilities a thesis can make for the world being a better place. Anne Kitzmiller is an experienced ui /ux designer. Through her lectures, I learned efficient strategy process. Carolina de Bartolo has taught me many fruitful research methods that will benefit me for my design career. I’d like to thank John Nettleton, Andrew Loesel, and Kathrin Blatter for introducing me into the rigorous yet fun world of typography. Not only the instructors, many peers of mine made me never feel helpless. Adriana Toledo, Alberto Carvajal, Fin Wang, Hugo Ugaz, Joanna Zhou, Kailin Wang, Vincent Tam, Yanfat Yeung, Yu Rong, I love you guys. We care each other, generously share ideas, and decompress from stressful semesters.

感谢爸爸妈妈对我一直以来的支持,你们永远是我 最牵挂的人和最坚强的后盾。感谢所有的亲戚家人在 我远离家乡时照顾我的父母。谢谢和我一起成长的 姐姐,也祝贺顺顺来到这个世界。谢谢其美在我最需 要时的陪伴。谢谢沈黎明,谈文坚,赵静,有了你们, 我永远是十几岁的自己。谢谢赵瑞,有你我才能心无 旁骛的坚持。

Thank you, everybody I know. Thank you, all the successes and setbacks I had in my life. I will never stop exploring!



Wild Table