Showcase

A farmers‘ language

Pia Marktl

A farmers‘ language — Graphic Communication Design as a catalyst for ongoing knowledge transfer. 

This project highlights the visual identity of small-scale farmers in Tyrol (Austria), addressing their under-representation and undervaluation in society, using the language of vernacular graphics collected through personal field research in Tyrol. The centrepiece, an embroidered linen tablecloth, uses its medium as the message. It occupies a central position at the table where people come together, engage in conversations and share meals. While highlighting the tradition and rich heritage of the farmers through the choice of medium it serves as a catalyst for ongoing contemplation and a lasting influence, even on an unconscious level.

Final work

A Farmers’ Language: Graphic communication design as a catalyst for ongoing knowledge transfer

A Farmers’ Language

  • The tablecloth in details – Visual Language, Text, Image.
  • The tablecloth in details – Visual Language, Text, Image.
  • The tablecloth in details – Visual Language, Text, Image.
  • Packaging
  • Packaging
  • Unfolding – Exploring
  • Unfolding – Exploring
  • Unfolding – Exploring

Research and process

Context

In recent years, the decline of small farmers has become a pressing issue in agricultural communities around the world. In the Tyrol region of Austria, smallholders play a crucial role in food production, the preservation of rural culture and landscape conservation. Hardly any other European Country has more small-scale farming structures than Austria. 

However, economic factors and the perceived unattractiveness of the profession have led to a sharp decline in their numbers. Having grown up in the countryside myself, I am familiar with the quality of food produced by such farmers and the important work they do daily. Nonetheless, through exchanges with many international people here in London and elsewhere, I have realised that this knowledge about the procurement of food, the closeness and love for animals and nature is not self-evident. In my country, too, I have noticed an increasing alienation between consumers and the food production process, as many are unable to distinguish between mass-produced and sustainably produced products. 

Small-scale farmers are an important part of Austria‘s identity and I have endeavoured to offer them an appropriate stage through my projects. I found ways of communication and visualisation that summarise their role and significance by encouraging discussion and knowledge transfer. To delve into the concept of identity and its definition, I initiated an inquiry into this subject matter.

Research

A crucial aspect of my design process involved immersive field research in my home region of Tyrol, Austria, where I conducted interviews with small-scale farmers and observed their perspectives and insights. It had a significant impact on my work, as it confirmed it in terms of the developed formal language I created, which I documented with photographs as part of my process.

Share this project

A farmers‘ language

A farmers‘ language — Graphic Communication Design as a catalyst for ongoing knowledge transfer. This project highlights the visual identity of small-scale farmers in Tyrol (Austria), addressing their under-representation and undervaluation in society, using t...

A link to this page has been added to your clipboard