DVB201 Typographic Design
Label critique (Crankt Protein Shake)
1. Who is the audience? 2. What is the purpose & strategy? 3. Where is it seen and how?
The audiences are young people who go to the gym or work out.
The purpose of the packaging is to make the product look more serious and powerful to reflect how the audiences want to be perceived but also a bit trendy and playful.
It will be seen in vending machines and convince stores.
4. How many typefaces were used? 5. What kind of typefaces? 6. How do they relate to each other?
Three typefaces are used, for the packaging sans serif font is used for the product information, a slab serif font is used for the parent brand logo and the brand logo is a stylized serif font.
7. How did the designer use space and alignment to organize the text? 8. What effects did the designer use to set the text (scale, color, 3d, shading, gradients, etc...)? 9. What are the other elements on the label?
For the front side of the packaging, center alignment is used, logo and the product name is placed at an angle. The text of the side packaging including the nutrition information and ingredients, is left aligned. The front side has more empty space but the back side has a lot more text to fill in all the information. In the packaging color, yellow is used to immediately make the banana flavor noticeable and to make the selling point stand out. Scale is used to emphasize information over other info that the people who made the product want to be seen.
10. What is your opinion on the label? Aesthetically/functionally? 11. How does the use of type contribute (or not) to the efficiency and aesthetic quality of this label?
I think the label looks boring and dull aesthetically, the logo is weirdly placed and off-centered, which makes the logo cannot stand out. The simple san serif font of the information is very effective and easy to read. The scale is appropriate and emphasizes the important message.
Label redesign (Crankt Protein Shake)
1. Based on the audience, purpose, strategy and positioning defined earlier, what are your aims for this? Brainstorm and choose ONE to tackle today. What CAN you change? What do you have to keep?
I will keep the same information on the label and the hierarchy of the information. I will change the font of the logo and the shapes of the decoration and information boxes. I may keep the color of the packaging because the combination is fine and emphasize the flavor of the drink. Also, I will change the layout of the font packaging.
2. What typefaces will you choose and why? What graphic treatment/strategy will you use to combine the typefaces?
I will use a different font for the logo because I want the logo looks more energetic and lively to reflect the product. Also, I will change the position of the logo to make it more outstanding. For the rest of the text, I will use a similar font because they are effective and easy to read. I will also change the message box to rounded shapes to make them look more dynamic. For the font of the parent brand logo, I will keep the same font because the serif font can make it look more trustworthy and classic which suits the logo.
