Seafood Map

for project

* Design an interactive map that depicts uncommon or unfamiliar information about a space. That is, information about a space that is not readily represented on most maps of the same space.

* The map must visually represent the space and visually display at least 3 object types within that space.

* Include a macro view of the space (e.g. zoom level) and a detail view (e.g. pop-up) of at least 1 of the object types.

for learning

* Develop skills in the selection, organization, and use of spatial information.

* Apply skills in typography and image selection and construction.

* Develop and apply a solid understanding of the interactive capabilities of Flash.

Being in the midst of a personal journey through sustainable eating, I wanted to create an awareness project that could inspire others to consider their own food choices. One tangible example of my decision aids is a wallet insert (image on right) that highlights the most common fish available and makes recommendations based on sustainability and health. Its accompanying web site, seafoodwatch.org, extrapolates on a big variety of fish and the the decision making behind each recommendation. It reviews major sustainability issues regarding seafood including overfishing and aquaculture on a global scale. I felt that by bringing this wealth of knowledge to a more local level, such as grocery store, visitors could gain awareness and feel empowered in their daily decision making. For instance, simply choosing one type of fish over another for their sunday dinner can save sea floors many miles away. The Dekalb Farmer’s Market seemed like an ideal location for this exploration, seeing that it is local and contains an extraordinary variety of seafood.

After making several sketches of the store layout, I chose a schematic over a to-scale representation. I would use the Seafood Watch existing color scheme to indicate the recommendation level. The size of each item would passively indicate the variety of fish cuts available. The use of size and color within the schematic could be compared to the well-known Market Map (image on left). The symbolic representation of the key elements in the Seafood and (financial) Market Map allow for an at-a-glance impression of the current state of the market. A Seafood Map observer can gain an understanding of the vastness (or lack thereof) of sustainable seafood choices being sold and where to go to find them. A Market Map observer can quickly gain an understanding of the state of the Financial Market and which areas are doing best. In both cases, seeing a lot of red is an indicator of a poor market - one full of unsustainable seafood or a downward financial state.

The right image can exude significant power over her observer, as Mitchell argues in his essay, “What Do Pictures Really Want?” Keeping this in mind, I wanted to balance the power at my disposal by choosing a set of images that could speak, rather than shout, their message. I considered images of fish fillets and fried oysters, but this appeared too subtle for my purposes - a fish fillet no longer resembles the aquatic life that it once inhabited. I considered images of trapped animals in fish nets and devastated seas, but this seemed too loud for the intended audience - I did not want to frighten them. I finally chose a set of photo-realistic representations directly from the Seafood Watch website. They brought a compromise of realism and abstraction, capable of bringing awareness without aversion to the dinner table.

I was inspired by the reading of “The designer as author” by Michael Rock. Prior to reading the essay, I never considered a designer as anything but an author - an author who uses his artistic talents to deliver a message or a story. That is precisely what I strove to do in this project. I wanted to tell my visitors a story of sustainable living brought to them from around the world and empower them to affect change one step at a time, starting with their personal seafood choices. Rock suggested that it is rare for a designer to work on their own and execute a message as intended. I took this to heart and executed my message as I intended it. As a young designer, I am still seeking to find “a consistency of vision and interior meaning.” At the same time, as a young environmentalist, I feel that this project is a good step in that direction.

As an advocate of sustainable living, I wanted explore ideas that would encourage others to consider sustainable choices on a local level. I began with my home neighborhood of Little 5 Points and the local grocery coop located there. Eventually, I found the perfect fit in the Dekalb Farmers Market.

Since photography is not allowed at the Farmer’s Market, I wrote down over 150 seafood names and cuts on a notepad alongside a layout of the store. I then searched each of the names on the Seafoodwatch web site and took down the corresponding information.

I transferred the pencil sketch into an Omnigraffle drawing. This concept had too much white space and was later changed into a more abstract but efficent schematic layout.

I considered several feature sets. Ultimately, I chose a simplicity that focused strictly on issues relating to sustainability.

My first iteration of the flash prototype contained most of the final features sets albeit with limited functionality. Some of the aesthetic began to take shape here.

The landing page provides an overview of the market and the site’s own sustainability mission.

launch interactive map