After looking at this graphic, I imagine most viewers come away thinking that fast food is more expensive than cooking at home, which was the intention of the accompanying opinion piece by Mark Bittman. The graphic succeeds in conveying visually just exactly the point that the article made using words.
The photographs are vibrant and catchy, bordering on food porn.
The sidebars feature the calorie counts for these meals in addition to the large price tags. The nutritional information graphs are useful for Bittman’s response to existing critics of the ‘cooking at home is better’ movement who have tried to argue that though fast food may be more expensive on a per meal basis, it is actually cheaper on a per calorie basis because fast food is so calorie dense (if a bit too heavily reliant on nutritionally vacuous fats and sugars). Bittman uses the nutritional information graphs to refute this claim and I applaud the graphic designer for including the rebuff of the critics in the graphic. It would have been easy enough to simply run the photos of the meals with their price tags.
What needs work
The photos take up too much space. This almost looks like an advertisement for McDonald’s, chicken, and beans.
The nutritional information bar graphs are potentially confusing. They do not measure absolutes so much as they show how each of the home-cooked meals stack up against McDonald’s. Since people are not used to thinking of their meals in comparison to what they would have eaten had they eaten at McDonald’s, I’m not sure the comparative nutritional graphs work as well as one graph that used absolute data and had all three meals on it. I am almost positive the graphic designer probably tried making just exactly that graph – if they are out there reading this I invite them to send me what that looked like to prove that my hunch to use a unified graph on this one would have been ugly, confusing, or just plain wrong.
Bittman, Mark. (24 September 2011) Is Junk Food Really Cheaper? New York Times, Sunday Review. Op-ed column.
Bittman, Mark. (20 September 2011) Cooking Solves Everything: How Time in the Kitchen Can Save Your Health, Your Budget, and Even the Planet [e-book] published by Byliner.