My parents used to live in Saint Paul, Minnesota. When I visited them we would go to the farmers’ market on Saturday mornings. During one of our trips, I noticed that they have multiple signs throughout the market that are different from each other. When entering from one end of the market you are greeted by a sign that reads “Saint Paul Farmers’ Market” in large red and black lettering. Then above that text, there is a graphic of a pickup truck with a variety of vegetables in the back. Creating a half-circle around the truck, there is more lettering that reads “Saint Paul Growers’ Association.” All of this content is surrounded by an off-white color. This is a successful introduction to the market as it is welcoming with its font, graphic, and colors. The Saint Paul Farmers’ Market would elevate their brand even further if they had consistency with their signs throughout the location.
As I walked through the market I came across many opportunities to create this consistency. For example, there are a few tables pushed together in the center of the market where they are selling merchandise and coins that are used as currency. Although, when I approached this table I was unsure what they were doing/selling. The logo that was seen as I entered is on most of the merchandise. I could see it on the cover of a coloring book, the stickers, hats, and bags. However, they had 7 different t-shirts available that were folded, therefore I wasn’t able to see what was on them. I could hardly see that it said “Saint Paul Farmers’ Market” in the same font as the logo, but there was no logo on the shirts. The coins that were also distributed at this table had “Saint Paul Farmers’ Market” written on them in a different font than the logo.
If I were to redesign this table, to begin, I would have a large sign hanging above the table with the logo of the market, and verbiage saying “Collect merchandise and coins here!” Along with that, I would have the merchandise on a better display where the customers can properly view the products. Lastly, I would keep the font consistent throughout the entire establishment, including the words on the coins.
The biggest issue I came across was the entrance on the other side of the farmers’ market. It had a completely different sign than the entrance I first visited. To their credit, the font is the same and the color red is consistent with the red in the logo. However, it was also significantly smaller, I honestly almost didn’t see it. It does not showcase the logo, it is only typography. I believe that it is important to have the same signage on both entrances of the market. When looking at the first entrance I feel welcomed and I am able to visualize what I can purchase with the symbols of the vegetables in the truck. On the other hand, the second entrance lacks familiarity with the first. There is a strong disconnect. This entrance does not feel welcoming and I am only given the words, no visuals.
Overall, I enjoyed investigating the marketing strategies used at the Saint Paul Farmers’ Market. With my changes, their market would be more cohesive and pleasant for the customers.
