Bee Better Certified: A Farmer’s Guide
A stretch assignment to create an engaging and accessible print document for an aging, rural target audience.
DESIGN CONSIDERATIONS
Farmers are the United States’ oldest workforce, with a median age of 58. And rural communities typically have less access to healthcare than urban populations (Braun 2023).
This information is undoubtedly important for our society, but what does it mean for the design of a small pamphlet?
Many of The Xerces Society’s publications are digital only, but older demographics tend to prefer hard copies of documents—so we chose to print it. The fact that this document was to be read by people who may be navigating vision changes and may not have access to eye care led me to select larger font sizes.
Although accessibility for people with visual impairments is always a top priority in my work, I paid particular attention to visual contrast while creating this document. I made a point to select crisp photos with clear separation between the foreground and background and used a color contrast analyzer to select a suitable color palette. Another color consideration was context—namely, the fact that this pamphlet would be distributed by colleagues tabling at crowded events. I created a bright design that would stand out in such an environment. And, of course, it was built to reflect the Bee Better Certified brand standards.
Ultimately, this project was deemed a success by our target audience! We received positive feedback from farmers and partner organizations at a number of events, citing its visual appeal and readability.
Interior spread; click to enlarge.
SUCCESSFUL COLLABORATION
Although I’m the one with the byline, this project was a collaborative effort from concept to completion. The Bee Better Certified team started us out on the right foot by sharing their desired target audiences and their intended uses of the pamphlet. I solicited the BBC team’s feedback upon the completion of each draft and otherwise maintained open lines of communication.
Overseeing this process was my colleague Krystal Eldridge, then the Publications Coordinator at Xerces. She shared her extensive knowledge of print media and accessibility, which I gladly accepted. So, this project also illustrates my ability to collaborate across teams, embrace feedback, and excel in stretch assignments.
And, happily, Krystal and I have had the opportunity to collaborate beyond our time at Xerces. Check out the Welcome Home Kit Marketing Plan we created.
Exterior spread, with back cover (left) and front cover (right). Click to enlarge.