researching what's healthy and creating a health awareness campaign.

1. A Better You
health, nutrition and lifestyle.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

2. Less is More
online research.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

3. Eat Simple.
Products are increasingly adapting the concept of “less is more”.
Production is being achieved with less ingredients allowing
consumers to know what’s in their food and more importantly
what’s not such as artifcial ingredients and unnatural additives.
In effect, consumers are increasingly demanding “cleaner” food labels:
labels without MSG and chemical preservatives.
“If they can’t pronounce it, consumers don’t want it.” -Bruce, USA Today
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

4. Eat Fresh.
Fresh food with natural ingredients are the new “functional”.
Consumers are now demanding foods with all-natural ingredients that
are also produced naturally and organically. This “fresh” trend has knocked
nutrient-enhanced foods off the shelves and replaced them with foods
haturally enriched with vitamins and nutrients.
“The trend is being dubbed ‘inherently nutritious’ or ‘functionally
natural.’ The new ideal is fresh, less processed, real and
authentic.” -Bruce, USA Today
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

5. Eat Organic.
This new, popular trend encourages people to eat organically grown and produced foods.
“Organic” has recently become an extremely common term in
the market of food.This trend has become so popular that most companies
have now created organic food lines if not converting to the ideals completely.
“Grown without the use of pesticides, synthetic fertilizers, sewage sludge, genetically modi-
fied organisms, or ionizing radiation. Animals that produce meat, poultry, eggs, and dairy
products do not take antibiotics or growth hormones.” -Steendhal, The Menu Mom
Additionally to being a healthier, more natural option, organic food products have become
even more popular become of their “eco-friendly” characteristic.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

6. Eat Sustainable.
In support of our environment, food packaging is now becoming more sustainable.
The sustainable craze across the United States has led to not only
more “green” restaurants but eco-labeling on products as well as
bio-degradable packaging.
Large brands like Kashi Foods have introduced bio-degradeable
packaging for their frozen dinners. In addition, the usage of compostable
and bio-degradeable containers such as coffee cups and take-out
containers are becoming more predominant in restaurants, delis, and even
24-hour corner stores.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros
Vicki Sotiros

7. Eat Salt Free .
After becoming a health concern, foods are being manufactured with less and less sodium.
In light of the United States Department of Agriculture’s nutritional guidelines,
Americans are consuming well over the amount of suggested sodium intake
and in turn have seen a general increase in high blood pressure. Much of this
is in effect to the high sodium concent in packaged food sold in the U.S.
Consumers have now shown a newfound concern in the sodium on nutrition labels.
Additionally, manufacturers and brands have now altered their sodium usage and
introduced new “reduced sodium” and “salt free” products.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

8. Eat Clean.
A new eating trend that promotes a healthy and natural lifestyle.
“Eating Clean is treating your body right. It is eating the way
nature intended.” -Robert Kennedy Publishing, The Eat-Clean Diet
The new lifestyle trend of “Clean Eating” is one that encourages
people to eat foods that our bodies naturally work on; ones that help
us function. The guidelines include eating lean proteins, complex carbs,
and healthy fats. These allowed foods would include things such as
chicken, fruits, vegetables, and peanut butter.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros
Vicki Sotiros

9. Less is More
field research.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

10. How would you define “organic” food?
“It’s good for you and it helps the environment.”
“They don’t use fertilizers and everything is fresh.”
“Food that is not ‘genetically modified’; it is ‘au natural’.”
“It is less processed food; food that is not infested with pesticides and chemicals.”
“No preservatives, chemicals, and pesticides are used when things are being produced.”
Do you buy organic food?
“Yes, because it’s healthy. Trader Joe’s is my spot.”
“Some things. Organic fruits and vegetables.”
“No, I do not buy organic food.”
“Only if it is already an option. I will not go out of my way to find food that is specifically organic.”
“Sometimes, fruits and vegetables mainly.”
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

11. Are you aware of what is in what you’re eating?
“No, I never look at the labels.”
“No, not really. I never bother reading the ingredients.”
“Bad shit, like my favorite asperatame, but i’m still going to drink diet soda.”
“To a certain extent. I always check the sodium on every label to make sure there’s not too much.”
“Yes, I always read the labels. I like being aware of the ingredients.”
Have you heard of “Clean Eating”?
“No, I have no idea what that is. Is it just eating healthy?”
“I have heard of it, but I couldn’t tell you anything about it.”
“Is that vegan? No wait, yes. That’s eating organic food right?”
“No, I can’t say that I have. I have no idea.”
“No, I haven’t heard of ‘Clean Eating’.”
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

12. Do you find nutrition labels are difficult to read?
“No, not really, I just never feel like it.”
“A little. I just dont understand them.”
“No.”
“Not really, I’d say they’re pretty basic.”
“No I don’t, but then again i’m very health conscious and I’ve done my research.”
How could labels be more “user-friendly”?
“To be honest, I just wouldn’t read the labels either way.”
“List and name the ingredients in a way that people actually know what they are.”
“Make the font bigger!”
“Maybe a drawing of the portion size. I’m never sure what a portion would actually look like.”
“I already think they’re pretty ’user-friendly’. People just need to learn more about nutrition.”
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

13. 1 How would you define “organic” food?
2 Do you buy organic food?
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

14. 3 Are you aware of what is in what you’re eating?
4 Have you heard of “Clean Eating”?
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

15. 5 Do you find nutrition labels are difficult to read?
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

16. Less is More
competitive research.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

17. The Nutrition Facts.
The only competition.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

18. DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

19. In Simpler Terms.
A guide to “the food label”.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

20. 1 Start Here
2 Check Calories
3 Limit these Nutrients
4 Get Enough of these Nutrients
5 Quick Guide to % of DV
6 Footnote
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

21. Less is More.
assessing the problem.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

22. 1 GROCERY STORE
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

23. 2
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DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

24. 3
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DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

25. 4 GROCERY STORE
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DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

26. 5
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DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

27. The Solution.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

28. Our Mission.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

29. Nutrition Made Easy.
Promoting healthier lifestyles.
The “Less is More” campaign will cause people to question what in fact they
are eating on a daily basis. Through the utilization of strong photographs and
a clever tagline this campaign will evoke the curiousity of all to learn more.
Along with our print ads will come our webpage titled www.lessismore.com.
Through many tools including a meal analyzer, healthy shopping tips, and
recipes, “Less is More” will help America become more knowledgeable about
what’s going into their mouths one person at a time.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

30. Target Market.
Finding a way to appeal to all.
The “Less is More” campaign will utilize strong photographs that will entice
any and every age group evoking the curiosity to learn more. Along with
every photograph will be our cleverly placed tagline of “not everything is what
seems.” Teenagers, businessmen, moms, and even kids are able to enoy the
ads as well navigate our simple, yet useful web page.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

31. The Campaign.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

32. breakfast.
not everything is what it seems.
www.eatclean.com
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

33. lunch.
not everything is what it seems.
www.eatclean.com
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

34. snack.
not everything is what it seems.
www.eatclean.com
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

35. dinner.
not everything is what it seems.
www.eatclean.com
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

36. dessert.
not everything is what it seems.
www.eatclean.com
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

37. The Web Page.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

38. www.lessismore.com
Less Is More
everything is not what is seems.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

39. DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

40. www.lessismore.com
Less Is More
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

41. www.lessismore.com
Less Is More
About Clean Eating Shopping Tips Recipes
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

42. In Perspective.
DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

43. DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

44. DESIGN IIII: Visual Organization and Information Design Vicki Sotiros

45. DESIGN IIII: Visual Organization and Information Design Vicki Sotiros