OUGD503 - D&AD - Monotype - Street Market

Background info:

The term, 'market' comes from the Latin 'mercatus' (market place). The earliest recorded use of the term, 'market' in English is in the Anglo-Saxon Chronicle of 963;  the exact phrase was “Ic wille þæt markete beo in þe selue tun,” which roughly translates as “I want to be at that market in the good town.”

Top markets in the UK:

St Nicholas market, Bristol

The main market trades six days a week and is the largest collection of independent retailers in the city. Every Wednesday it’s joined by a farmers’ market, at which you can buy local produce, from honey and cheese to fruit and vegetables, direct from the producers. Then, on Fridays and Saturdays, the Nails market adds arts and crafts to the mix.

Catterick market, North Yorkshire

Located on the town race course creates a festival vibe. Moreover, you don’t have to lug your purchases far as there are three free on-site car parks. Live music, standup comedy, circus acts, beer festivals and other entertainments provide all-day respite in the resident big top. 

Bury market, Lancashire

It is clear that markets attract a diverse range of cultures which is celebrated around the world. Markets provide immigrants with the opportunity to sell their produce to other cultures bringing more diversity which is reflected in the typography.

Kirkgate Market, Leeds

To broaden my knowledge on street market culture, I organised a site visit to Kirkgate market where I could photograph the environment as well as the diverse typography:

Findings:

• Vibrant
• Crowded
• Prices are much lower than supermarket
• Plethora of stalls
• Fresh produce
• Predominantly local produce
• Street food 
• Hand written signage
• Juxtaposition of shopping experience and culture 
• Exaggerated serif typeface was a consistent theme in the written price signs
• Inconsistent typesetting/kerning made for characterful typography
• M&S was founded here selling fresh produce
• No pre-packed food

Based on my experience in Kirkgate market I identified a range of cultures but it was the basic DIY handwritten price tags and signage that evoked a raw consumer experience. Selling local produce helps support independent stores and cultures which provides a personal shopping experience, building communities and unites cultures. All of the fresh produce is displayed out of packaging which makes it honest and promotes an engagement with the customer.

I identified a range of cultures based on the produce they were selling:

• Indian
• Butcher
• Turkish
• Fruit and Veg
• Flowers
• Vietnamese
• Asian 

I am interested to know how the market feels about the multimillion shopping centre recently opened on the markets doorstep. This could be a potential concept to raise awareness of the potential and array of cultures that street markets provide. 

I compare my findings to those found in supermarkets so that I can raise awareness of markets and unite cultures to use them.The price of the produce, particularly meat, was a lot cheaper than buying in supermarkets. Considering the food is fresh local produce it is likely to be better quality than those found in supermarkets which surprised me as consumers have become more reliant on supermarkets and big brands instead of supporting local, independent retailers and produce.

Markets allow the consumer to interact with the butcher (staff) in order to get a specific amount of produce. For example, buying food in weights and measurements is a lot easier as the consumer can be very specific.

Secondary Research

Art from 19th-20th Century fine artists illustrate the vibrant and busy atmosphere of markets. The format of a market has barely changed. Looking into fine art examples will let me see how other cultures interpret markets. This is more reliable as a photograph doesn't capture the individuals perspective as well as an expression through the artists brush.

Kirkgate Market, 1931
Elspie Langdon-Down 

Langdon-Down has managed to capture the traditional serif typographic styles and displays that are still in use today. Markets are the traditional retailers.

Fécamp Market, France
Frank Cook (b.1940)

Hand written signage is made the focal point of the composition as it is surrounded by vibrant colours from the fruit and veg. The produce is displayed in a similar way to Kirkgate allowing the consumer to see/feel the produce and choose specific items based on their interest. The lack of order and packaging stimulates consumer exploration which is hard to find in supermarkets as the produce is often pre-packed. Perhaps this lack of order can be fed into my typographic solution. Cook has captured the vibrant colour schemes from the produce to the stalls umbrella. 

Street Market, Lascala
Marjorie Arnfield (1930–2001)

Arnfield has once again captured the vibrant atmosphere due to the bright complimentary colour scheme. The bodies have been abstracted to suggest movement - the hustle and bustle of a market environment. 

Newcastle Market, 1972
J. W. Griffiths

Griffiths painting has included the typographic detailing and vibrant colour scheme from the stalls covers. The covers protect the produce in outdoor markets, as well as providing a consistent aesthetic associated with markets. 

Christmas Market at Cirencester, Gloucestershire
Nelson Rooke

Rooke captures the primary coloured, stripy market stall covers which are associated with markets and stalls. The pattern is also transferred onto paper bags.

Ripon Market
unknown artist, Mid 20th Century

Chose this painting because it illustrates the community spirit that markets bring to town/cities. 

Local produce and reliability

Robert Street
P. O'Leary

O'Leary's naive illustrative style creates inconsistencies which is appropriate for the context of a market. Again, the market stall and produce makes the composition recognisable as a market. 

Rothwell Market Square, Northamptonshire
Sue Crawford

Fresh local produce sold on street market - Hand written signage and pricing

This wouldn't be accepted in large commercial stores 

Charming

Preparing the Stall for Market, San Remo, 1959
John Bowen

Bowen's collage style creates an engaging composition due to its flat perspective and vibrant colour scheme. The juxtaposition of texture and colour however help to produce a figure/ground. Perhaps experimenting with collage will help to evoke the DIY/sustainable ethics of markets. 

Market Scene, Northern Town, 1939

Laurence Stephen Lowry

The context evokes the traditional and societal values associated with markets. The sense of perspective created by the overlapping market stalls can be transferred into my typographic solution to evoke the array of produce. 

Environmental Consideration

From my primary and secondary research, I have identified that markets have a positive consideration for the environment, which is a current issue in supermarkets as they are currently wasting a lot of food and packaging. 

Recycled and sustainable materials:

Wooden Crates to display and store produce

Paper bags can be recycled

Lack of waste

Limited packaging

Creates a sense of DIY which is charming and immerses the consumer. As well as being aesthetically pleasing it also shows how resourceful markets can be which can encourage consumers to move away from the big brands and support local produce for a better price. Win win.  

The campaign will need to stand out against current supermarkets and retailers in order to encourage people to consider markets and experience the cultures it attracts from around the world.