Effective Communication Design

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Above is an example of effective communication design. It is a pocket-sized grocery shopping “cheat sheet” that can be found on the Environmental Working Group’s (EWG) website. The EWG is an American environmental non-profit organization that “uses the power of public information to protect public health and the environment”. This particular “cheat sheet” can be used by consumers so that they can determine what organic produce they should purchase (Dirty Dozen) and what produce is not necessary to buy organic (Clean Fifteen), in case they were trying to save a dollar or two or three…  Through the use of different colors and shades, the two categories, the “Dirty Dozen” and the “Clean Fifteen”, are clearly defined. The inclusion and placement of the word “Worst”, beside the numbers listed in the “Dirty Dozen” category, stresses the importance of consumers purchasing items organic at the start of the list before those that fall near the end. Similarly, the inclusion and the placement of the word “Best”, beside the beginning of the list of “Clean Fifteen” produce, tells consumers that items at the start of the list are safest to buy non-organic since they are likely to be low in pesticides. The inclusion of the subtitles, “Buy These Organic” and “Lowest in Pesticides”, which can be differentiated from each primary category, “Dirty Dozen” and “Clean Fifteen”, by their smaller, italicized font and placement underneath each, allows for this kind of information to be extracted.


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