Task one: Design Critique
Design critique:
Power Force Pro’s disinfectant wipes label successfully displays type, as it communicates all the necessary information about the function of the cleaning product. When viewing the wipes, the first thing the consumer would notice would be the type in the centre of the product. This is where the designer outlines the most important information being the brand and product type. Allowing the audience to quickly recognise the product. Using type design elements, the eye is directed a certain way around the packaging so that the audience reads the most important information first.
How many typefaces are used?
Power Force Pro uses two typefaces in the packaging design of their disinfectant wipes. The first typeface being the product logo itself. It would be a custom typeface used for Power Force Pro’s branding. This particular typeface would still be considered a sans-serif font however is a different font to the rest of the packaging.
The second typeface used is a sans-serif font. This typeface is often used to convey simplicity and modernity or minimalism. Sans-serif is commonly used for on labels as it is more legible at any size whereas serif can become difficult to read at a smaller scale.
Sans-serif typeface and can be considered a more modern typeface. All simple and readable font. Simple font used on the back to convey directness.
How do the typefaces relate to each other?
Apart from the logo design, all other text printed is just one typeface. This causes less confusion and make the font easy to read. This product label seems to be very simplistic in terms of typefaces and colour compared to other cleaning product labels, therefore could be designed at a lower cost.
How did the designer use space and alignment to organise the text?
The designer uses size, scale and alignment to display hierarchy in the information provided.
The space and alignment within this label design is successful due to the fact the typography on the front label is centre aligned so that the text flows and is easy to comprehend. The designer has spaced out all the details on the front label to avoid crowding and overload.
Whereas on the back of the packaging the text is aligned to the left. This text contains the extra information explaining how the product is used therefore doesn’t need to be eye catching at first glance. This information on the back label uses a san-serif typeface so that it is still readable even when printed at a smaller font size. Left alignment is also most commonly used to maximise the readability as we read left to right in English.
What were the treatments used to differentiate text and organise information — size, scale, treatment (colour, effects)?
Hierarchy: type located in the centre of the label, type on the top left corner then the type located at the bottom.
When viewing the packaging the first thing that stands out is the band name and product type. Generally speaking, when reading something the eye naturally starts from the top left and reads across and down the page. However, in this case the type located in the centre is scaled at a larger size to catch the consumers attention. Not only that, but the brand logo uses a different typeface from the rest of the packaging therefore more unique and bold when viewing the product.
After viewing the most important information the eye moves to the “Kills 99.9%” located in the top left corner. This text is coloured red, standing against a yellow background and is written all in capitals, therefore stands out. So, the viewer now knows the brand name, product type and can see that the product is effective.
The eye then moves on to the secondary text which uses a sans-serif typeface. Sans-serif fonts are best when the font is small as it is easier to read. This text is positioned at the bottom of the label using lowercase letters and scaled smaller. This information is last on the hierarchy due to the fact it requires greater concentration to comprehend. Furthermore, the blank spacing between all the different information allows the label to be easy flowing and easy on the eye.
What are the other elements on the label (logos, images, graphics, rules, background colours)?
Contrast is important for dividing information. The yellow packaging promotes the scent of the wipes and is a light colour therefore the text can be seen easily. Most of the text is printed in black as it is common to use against a lighter background.
Whereas on the back of the packaging there isn’t as much contrast. Instead the designer uses icons and boxes to separate text as there is a lot more information located on the back of the label. The text is separated by black boxes with a white background which allows the audience to find the information easily. The eye of the viewer scans better through information when it is divided.
What is your opinion about the quality of the label? Does it work? Is it aesthetically pleasing? Is it effective? Why do you think that is?
I believe this label is effective as it communicates all information necessary. The front of the packaging is simple and contains a lot of blank space, so that the information provided is easily to read and not cluttered. By looking at the front of the label the user immediately can see all the information needed to know whether or not this product is suited to what they are after.
How does the use of type and its organisation on the label influence the aesthetic quality and efficiency of this label?
The use of type, colour, and alignment is crucial when designing labels. These elements help establish the hierarchy of information being provided to ensure the viewer can quickly comprehend all the important text without any trouble.
The overall design is kept simple and easy to comprehend. The user is given all the information needed and the type is designs to that it is easy to read even at a smaller scale. The designer doesn’t overcrowd the packaging and keeps it minimal so that it is more direct.
