This is a similar topic to mine as my previous research saw markets being overwhelmed by the bullying supermarkets and big brands. Having already identified the vernacular style of the price tags, I am keen to explore how Proel translates these ideas into his typography.
Here, Ben sought to celebrate the unique voices of each shop, blending them together into a broader veneration. As an extension of the project, Proell created a typeface inspired by the vernacular type forms he discovered. He named the typeface SO-DALICIOUS:
Ben explains the font is populated by “bubbly, round, dauber type hand writing found on sandwich boards, windows, and butcher paper”which is evident in the inconsistent stroke width and typographic styles.
Erik Brandt's analysis of Proell's work has introduced me to new linguistics that can help to articulate my concepts and increase my knowledge.
Butcher paper
Originally sold to butchers for the purpose of wrapping meat and fish, butcher paper is now used for a wide variety of purposes. It is a cheap and sturdy paper that is sold in large rolls, making it cost effective and sustainable. Butcher paper is preferable over newspaper because the ink doesn't transfer onto the product. This can be used to inform the production/finish of the final outcome.
Key Language:
Vernacular Language:
'The language or dialect spoken by the ordinary people of a country or region.'
Vernacular language is used to reach a larger audience which I can pick up in order to raise awareness of market culture in the UK. Looking at the vernacular language trends found in markets can help to inform the visual content, whilst speaking to a wide audience in order to raise awareness. I need to be weary that the language picked up is representative of the UK, not just a specific market in order to draw a wider audience.
Erik Brandt's analysis of Proell's work has introduced me to new linguistics that can help to articulate my concepts and increase my knowledge.
Butcher paper
Originally sold to butchers for the purpose of wrapping meat and fish, butcher paper is now used for a wide variety of purposes. It is a cheap and sturdy paper that is sold in large rolls, making it cost effective and sustainable. Butcher paper is preferable over newspaper because the ink doesn't transfer onto the product. This can be used to inform the production/finish of the final outcome.
Key Language:
Vernacular Language:
'The language or dialect spoken by the ordinary people of a country or region.'
Vernacular language is used to reach a larger audience which I can pick up in order to raise awareness of market culture in the UK. Looking at the vernacular language trends found in markets can help to inform the visual content, whilst speaking to a wide audience in order to raise awareness. I need to be weary that the language picked up is representative of the UK, not just a specific market in order to draw a wider audience.
Revel
'Enjoy oneself in a lively and noisy way, especially with drinking and dancing.'
Markets are an eccentric and vibrant place to trade which makes it an appropriate lexis to describe the environment.
REVEL IN THE MARKET
Market revels
Sunday revels
Commerse
'The activity of buying and selling, especially on a large scale' or a more dated example 'social dealings between people: "the noise and warmth of human commerce"
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