How many typefaces were used?

On the front label there are 9 different typefaces used. (See image)

The back label only uses 2 typefaces, one with a bold variation and one for the barcode.

How do the typefaces relate to each other?

6 of the 9 fonts on the front label are Serif fonts, and 3 of those have an embossed effect on them. These three embossed fonts are also the largest and most noticeable typefaces. The smaller fonts have much less pronounced serifs and generally a more consistent line width, which helps them relate to the smaller sans serif fonts.

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

The label uses space very effectively. The design is very balanced, which is most notable with the curved heights of the word ‘MASTERTOUCH’, and how the shape is mirrored by the yellow decoration below it.

All of the text is centrally aligned, which makes the text very easy to follow and read, which is especially important due to the large number of typefaces.

Additionally, there is very little empty space, with only a little above the letters ‘M’ and ‘H’ of ‘MASTERTOUCH’, and to the sides of the 375mL banner. These empty spaces help to frame the centre of the label, which has the most prevalent information.

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

Every line of text is very distinct from one another. Each line introduces a new typeface, and changes the type’s colour. This makes every line unique and noticeable, but the label as a whole is very cluttered.

The use of size is quite effective, with the more important words such as ‘MASTERTOUCH’ and ‘POLISH’ being the largest, followed in size by the information that clarifies them; ‘FEAST WATSON’, ‘FURNITURE & FLOOR’, and ‘375mL’.

Additionally, this emphasis is helped a little bit by the colours used for the specific words. For example, the word ‘POLISH’ uses the golden chrome colour as an emboss or shading, as if the word itself is polished. ‘POLISH’ is also the maroon colour of background, but surrounded by a strong yellow colour that makes it really stand out.

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

There is a small elliptical logo above ‘MASTERTOUCH’, which is curved the same shape as the logo. The largest graphic is the yellow shape, which doesn’t clearly represent anything, but could be a table or some kind of furniture, as well as the small banner at the bottom which emphasises the bottle’s volume.

Overall, I feel the colour choice is quite poor. The gold chrome already blends into the maroon of the background which makes that text hard to read, the red colour used is very subtle and is not as aggressive a shade as red normally is. Additionally, the colour of the fluid is very similar to a mix of all the colours present on the label, which further blends the whole label together and makes difficult to read.

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?

It is a strange collection of decisions that individually are good decisions, but come together in an odd way. The label is cluttered and obtrusive, but still blends with itself to make it difficult to decipher. The large range of typefaces and type colour does not help with this clutter, and created a very different feeling from line to line. That being said, the fonts work relatively well together and don’t have extreme differences.

The most effective element I believe is the yellow block in the centre, which makes ‘FURNITE & FLOOR POLISH’ stand out. This is the most important information on the label, so the label is doing its job effectively.

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

The type is very effective at conveying the aesthetic quality the label is aiming for, which appears to be an old timey western feel, with a little modern feel to it. The various serif typefaces alongside the unique ‘MASTERTOUCH’, and the colour choice greatly convey the aesthetic. The efficiency of the label and its communication of information is not as effective. The large number of typefaces used is a hinderance to the communication of information, however the organisation and spacing of the text does help to improve the efficiency. Being centrally aligned makes it easy to follow and read the information.