DVB201 | W8 | Choosing and Combining Type

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TASK 01 // LABEL CRITIQUE

>>How many typefaces were used?

3. Three different typefaces have been distinguished on the label:

1) the brand name (thankyou.),

2) the headings (Sub-headings and text features incl. commitments), and

3) the body text. However, it is difficult to determine if 2) and 3) are derived from the same font family because of various sizes, weights and capitalisation of letters and characters across the label.

>>What kind of typefaces are used and how do they relate to each other?

All typefaces use san serif letterform. This provides aesthetic visual consistency and cohesive relationship between all text on the label. The first typeface, identified above, comprises of only lowercase letters with differing angled motifs on the 't' apex, 'h' and 'k' ascender, and 'y' tail. It appears more modern and abstract, with very narrow and sometimes negative kerning, appropriate for display copy / headings / titles. The second typeface (as seen in - pink band at bottom of label, and in golden-brown coloured text) is always capitalised / using uppercase letterforms, has a consistent stroke thickness ('monolinear'), and a great (positive) kerning distance between each glyph. The body face was simple and easy to read. Appropriate font for body copy.

While difference in font sizes, weight, and capitalisation establish contrast between typefaces, it also creates a sense of visual appeal and importantly, visual hierarchy for how to read the label and direct the eye to certain areas across the label.

>>How did the designer use space and alignment to organise the text?

The alignment of text is predominantly justified left to appear cohesive across the label. Being a round bottle with no clear front or back, the left justification intends to provide hierarchy and visual guidance to direct consumers as to how they should read the information - from left (of label) to right, or 'front' to 'back'. Centre justification was only used for features and commitments so that it reads differently to other text and to appear more eye-catching. This appears in the pink banner across the bottom and text encased in a bubble next to the product name (on front). The designer applied several spatial techniques in organising the text. Negative (void) space is exaggerated and applied to emphasize text as well as distinguish different blocks of information.

>>What were the treatments used to differentiate text and organise information — size, scale, treatment (colour, effects)?

The front of the label has a simple arrangement of headings and sub-text differentiated by font weights and sizes, kerning, and colours. Font treatments vary depending on the importance of information conveyed. Font weights and intense kerning was observed in the main headings and sub-headings. Compared to the 'back-of-label' information which has traditional characteristics of body copy text.

Three font colours were observed. White, black and a gold-brown colour. White was predominantly used to distinguish most information, particularly against the highly contrasting black label. Whereas the black and gold-brown were observed against the light pink and against black background to create difference without needing to differentiate using treatments such as weight and size.

>>What are the other elements on the label (logos, images, graphics, rules, background colours)

The label consists of two background colours: black and a light pink band across the bottom. The black section only uses white and gold-brown coloured font, logo, mission badge, and small graphics (incl. recycling, package expiry after opening, and socials). While the pink section only uses the gold-brown and black font colour and graphic icons. Overall, the label comprises of a simple four colour palette. This pink colour is also used for colour association and intends to visually represent the scent of the body wash.

>>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?

The label design is aesthetically appealing and simple in design and colour palette consistently used across all products to create visual cohesion and affiliation. However, the "100% of profit helps end poverty" badge is hard to notice against the black background. However, this may be the designer's intention to maintain hierarchy of basic consumer information (thankyou., Body Wash, fragrance name, etc.).

>>How does the use of type and its organisation on the label influence the aesthetic quality and efficiency of this label?

The minimal variation in font families, treatment and organisation of font colours, justification, use of negative space allows this label to be highly efficient and aesthetically appealing. As mentioned, being a round bottle with no clear front or back, the left justification provides hierarchy and visual guidance to direct consumers as to how they should read the information as well as treatment of the letterforms having various kerning, weights, and size to differentiate types of information.

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TASK 02 // LABEL DESIGN