Composting Gets Visual

Zero-Waste Composting
Eureka! Recycling encourages Minnesota residents to "make dirt not waste."

Eureka! Recycling is a non-profit organization based in Minneapolis Minnesota.  According to their website, www.makedirtnotwaste.org, they have been providing curbside, education, and advocacy services in the Twin Cities area since 2001.  I found this poster on their website alongside the announcement of a Zero-Waste Composting Report which was released in May of 2013.  How might this poster look under rhetorical analysis?

This poster utilizes spatial distribution to communicate a three-part message.  The top third of the space is uncluttered and open.  The white cloud against the blue sky with a yellow kite floating by capitalize on the environmental ideals of clean air and open spaces.  The Eureka! Recycling logo appears in a prominent place in the upper-right corner on the diagonal as to be noticed but not overly dominant.  The white text on the royal background both look and serve as a branding tag. 

The portion occupying the center of the poster uses all caps text in a black hash-shaded bubble font giving the words an animated feel.  Creatively, the word “dirt” is used in quotation marks exploiting the idiom used to communicate the obtaining of information about something or someone.  The words “zero-waste composting” are the largest items on the entire poster, and were the first place I found myself looking.  They command attention because of their size and placement.  It is clear that this message is intended to be the main point.   

The bottom third of the poster uses simple sketch drawings as a foundation or fertile ground for the entire message.  The spring green color is reminiscent of growth.  The few garden tools illustrated communicate ease, thrift, and simplicity.  The shovel is placed in a large pile of dark colored soil, and the pitchfork is leaning against a compost bin indicating a partnership or relationship between the work required and the benefits obtained.  Most prominent in this section are the many plants in all stages of growth.  Unlike the top third of the poster, this section is cluttered and busy.  It is an indication of fertility and abundance. 

The blue and green color scheme appropriately mirror the colors of the Earth herself.  The images, text, and even the suggestion being made by the meaning of the words are all inviting without being overwhelming.  The message is communicated without uncomfortable pressure or judgement, but with casual persuasion. 

Through the use of creative design and word choice the audience is implicitly made aware of the desired outcomes of composting, which in this case are dirt and zero-waste.  Eureka! Recycling is successful in communicating these messages in an accessible, playful, visual format. 

"Zero-Waste Composting." Eureka! Recycling, 18 May 2013, http://makedirtnotwaste.org/why-compost/zero-waste-composting. Accessed 26 May 2018.