Week 7: Activity 1 - Editorial Design Critique
When observing a bottle of Coles branded bleach, I payed close attention to the type on the label. I noticed that were two distinctly different typefaces used on the product.
The main text elements, such as the product name, branding and safety warning used a bold and rounded san-serif typeface, typical of Coles' branding. The finer details such as ingredients, directions and dosage were printed in a far thinner san-serif font. It was clear that the purpose of this was to differentiate the necessary information from the more marketable information.
Both the bold and smaller, thinner type appear to use fairly normal tracking. The columns of text on the back of the label, although small and tightly leaded, seem adequately spaced to be easily read.
What were the treatments used to differentiate text and organise information — size, scale, treatment (colour, effects)?
Size is a significant factor in regards to the differentiation of information on the label. It is clear what the designer wanted the buyer to initially look at the larger, more important pieces of text, before looking at the finer print. The caution label is the only piece of text in a different colour, clearly to depict primary importance.
The label also uses a logo, a flat white graphic of clothes being hung, in front of a flat orange background.
Although the label comes of as little plain (common for many home brand items), I wouldn't consider it to be aesthetically unappealing. I think that the design benefits from its simplicity.
Overall, the typeface used in the label does a fairly effective job in displaying the information while the rounded font style provides a sense of comfort and softness. The white text creates a sense of purity/cleanliness, contrasting with the orange background giving off a sense of warmth and joy.
References:
Bringhurst, R., 1992. The Elements Of Typographic Style. Seattle, WA: Hartley & Marks, pp.143-178.
Creative Bloq. 2014. 10 Rules For Better Editorial Design. [online] Available at: <https://www.creativebloq.com/creativity/10-rules-better-editorial-design-71412218> [Accessed 3 May 2020].
Saltz, I., 2014. Typography: Choosing And Combining Typefaces. [online] Lynda.com. Available at: <https://www.lynda.com/Design-Typography-tutorials/Foundations-Typography-Choosing-Combining-Typefaces/162445-2.html> [Accessed 4 May 2020].
