Task 1 - Design Critique
Spencer Lees | N10814221 | DVB201
How many typefaces were used?
The bottle uses two different fonts and a unique identified logo – manipulated from an original font. Each of these fonts are considered sans-serif styles of type.
What kind of typefaces are used and how do they relate to each other?
Thankyou hand wash uses strictly sans-serif fonts for their titles, subheadings, and body text of their products. Specifically, Grotesque and Gothic styles of sans-serif type. The use of these sans-serif fonts is most likely attributed to the brands attempt of modernity and the hyper-minimalist aesthetic. This is made obvious through their branding being focused on sustainable production, ending global poverty, and the links to their social media on the bottle.
How did the designer use space and alignment to organise the text?
Thankyou creatively uses whitespace through minimising the amount of text on the entirety of the bottle, this is made possible through having the brand’s logo scaled down and not the direct focus of the bottle, and the creative use of icons and graphic logos to summarise text.
The designer uses left alignment for the body text which explains the brands message, ingredients, and mission. Whereas centre alignment is used underneath icon graphics on the back of the bottle, which ultimately summarises the body text in visual form. This could be designed to further relate to the younger demographic, as the applications on a smart phone have centre aligned titles under all their icon graphics on the home page.
What were the treatments used to differentiate text and organise information — size, scale, treatment (colour, effects)?
The bottle specifically uses a summarised combination of white, black, gold and lime to initially differentiate text. Gold type on a black surface combination is not the most legible however, it can be assumed that it was purposely added with the intention of the gold to naturally blend into the black from affair, hence creating more white space and harmony.
In terms of differentiation, the words ‘Hand Wash’ was printed in capital letters and at the largest font size on the packaging. However, the brand name ‘thankyou’ is printed in bold lettering and organised at the very top of the label – signifying hierarchy.
Gold lettering in all capitals were used to differentiate the subheadings and body text on the back of the label, whereas the quote ‘Energizing and Life-Changing’ and a note on the profits of the product assisting in ending poverty were highlighted gold on the front of package. Ultimately, summarising message on the back of packaging and drawing the connection between the two if you wanted to further investigate.
What are the other elements on the label (logos, images, graphics, rules, background colours)?
One of the most recognisable elements of thankyou labels, is the banner that travels horizontally around the lowest part of label which ultimately is coloured based of the scent of the soap. The one under critique, is lime green and has the soaps scent, summarised ingredients list, and six environmentally conscious graphic logos that explain the benefits of consuming their products. These include not tested on animals, palm oil free, and vegan friendly. Indicating the target audience are young adults who are conscious of the environmental issues caused by traditional cleaning products and are looking to make a difference.
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?
Yes, I believe it is very aesthetically pleasing whilst also working effectively in being desirable by its target audience. Not only does it use white space effectively, cohesive typefaces, and subtle hints colour, it also visual portrays its mission and ethics without having to read the entirety of the body text. All information is immediately recognisable in their summarised logo section, creating an efficient and pleasing label.
How does the use of type and its organisation on the label influence the aesthetic quality and efficiency of this label?
The most effective element of the Thankyou handwash label is ironically, its lack of typography and imagery. It’s use of white space creates a harmonising balance between its elements and ultimately a clean / decluttered surface. No two elements clash, and everything is rather subtle and balanced equally, to the point there are three main elements of the label and everything else blends together in harmony. Furthermore, the use of a sans-serif font really emphasis the minimalistic and cleanliness surrounding the product and its function. As if the use of a serif font were used with its exaggerated anatomy, detailed look, and added serifs, it would take away from the function of the product and its message of no unnecessary additives.
