East Meets West

To many consumers, this product may appear like an ordinary fork and knife, but it also functions as chopsticks when the fork and knife are flipped upside down. The fork and knives are designed with spaces that are specifically shaped to interlock with one another and create chopsticks that are connected at the top so consumers just lightly pinch the chopsticks together to pick up food. The decision to have the chopstick function connected at the top is possibly to help users get comfortable with holding and gripping chopsticks. The colors of the utensils also function as a subtle "how-to" of the product. The green represents a "handle" and lets users know where to grip the utensil. The white parts of the product are used to pick up food. The choice to use green and white portrays a product that is clean, modern, innovative, and refreshing. One concern customers may have is the durability of the utensils, especially when it is being used as chopsticks; will it be able to handle the constant pinching force? Many consumers may also demand having a "full set" of utensils and want a spoon instead of a knife. Perhaps designing something similar to a spork can meet such demands.

BOXED WATER IS BETTER FOR THE EARTH.

One reason Boxed Water is popular with consumers is the fact that it is different and stands out from regular plastic water bottles/containers; it may seem trendy but it is mostly environmentally friendly, which are why other consumers buy the product. The fact that the product is “self-proclaiming” (telling viewers it is better for the earth), adds to the brand’s playful, creative, and attractive aspects. The layout and function of the box may also be nostalgic for some viewers and remind them of milk cartons during their elementary school days. The heavy black, sans-serif type creates an effective contrast against the white box. The simplicity of the type and color palette portrays a brand that is focused on one thing- sustainability of their product; which is also explained on the packaging/labeling. It claims that Boxed Water is better for the earth and they list reasons why/how they accomplished an eco-friendly product. Simplicity, eco-friendliness, and a clear point of view are what makes the product successful. Although the type creates a nice contrast, using all uppercase letters as the focal point make it feel slightly cluttered and hard to read.

Don't be the next.

This ad, which is meant to inform viewers about the rising number of deaths due to cigarettes, is extremely simple but just as effective. What appears to be a cigarette in the center of the ad is actually a loading/countdown bar that represents the rising number of deaths. The designer was able to creatively target a demographic that is young and often use technology to recognize the reference in order to relay an important message. The “cigarette” against the dark background creates a strong contrast and draws a viewer’s attention. After noticing the cigarette is actually a counter by the percentage it may cause the viewer to become curious and decipher the entire ad. The choice to use a dark background may have been to portray death or represent black lungs. The type color of the content is consistent with those of the “cigarette;” the content is also consistent with the “loading bar” aspect by simply urging smokers to “stop the connection.”

M I L K

At first glance, it is apparent that the MILK logo is fun and playful, especially because of the designer’s decision to frame each letter in “milk” in traditional milk bottles. The simplistic characteristics also portrays a business that is modern yet warm and inviting. The red hue in the logo is not too intense nor is it too dull and allows the white letters to pop against it. The type used in the logo also adds to the casual vibe of the business. The choice to place the letters at in the middle of the bottle allows a viewer’s eye to move around and experience the logo; the negative space above and below the letters better translates the shape of a milk bottle. Although the logo is visually attractive, it may not always portray what the business is or what they are selling. If a customer is not local, some consumers may think it is a milkshake bar or literally just a store that sells milk and/or milk products rather than a dessert joint.

HugMug

Max Brenner’s Hug Mug is perfect for individuals who not only enjoy hot chocolate, but for those whose hands are also constantly freezing. The Hug Mug is designed similar to the shape of a water droplet. The design of the rounded curve at one end that narrows close to a point at the other creates a shape that fits perfectly into two cupped hands; consumers’ hands “hug” the 'mug,” and is perfect for those cold days/nights. The narrow side of the cup faces the consumer and is where they sip the beverage. The Hug Mug is made to serve hot chocolate and its specific shape is meant to enhance the aroma of the cocoa and add to the drinking experience. Since the cup is meant to be held to keep both hands warm, there is no handle. The Hug Mug, however, includes a small saucer to hold the cup in case it is initially too hot to hold with bare hands. The product’s name and how the cup is used portrays a product and brand that is warm, cozy, and welcoming.

I'm A Label!

The vibrant colors of the labels for Zing! kitchen essentials are enough to grab the attention of passing customers. The high contrast of the white, sans-serif, uppercase font is also a factor that demands attention. Every aspect of the packaging/label is simple, straightforward, and effective. The colors and theme of the labels are fun and playful as well. The colors of the labels perfectly match the details of color to each corresponding product. The labels are also shaped to mimic dialogue bubbles, similar to those in comics, which makes it seem like the product is talking to viewers. The products simply state what they are with a small description of how they function. The playful characteristics of the product and labels represent the brand name- Zing!- which is a term individuals often use to describe a joke or pun. The minimalist aspects of the label is quite refreshing as well; from the choice of bright colors, to the simplicity of the typeface, and even the amount of materials used reveals that the company is sustainable and utilizes their resources only as needed.

Although pleasant to some individuals, the vibrant colors may also turn away other consumers. The bright colors may give off a childish nature and cause some consumers to not take the brand seriously and question the quality of the product. Even the straightforward statement of what the product is, there may be few individuals (like those learning to cook for the first time, etc) may not know what a trivet or a colander is even just by looking at it. Additional information or a small linear diagram of how the product is supposed to be used would perhaps solve such confusions.

sliders.

The industrial characteristics of this coffee table may be the initial reason why consumers are attracted to it, while others may be intrigued with its unique and fun assembly. The table is designed like many other coffee tables- a rectangular table top with four legs; the functionality of it, however, is what makes it stand out from other ordinary tables. The table top is constructed in a way that eliminates the use of any tools and allows the leg pieces to easily slide into place. There are two wooden pieces (each with two legs that are attached by a crossbar at the top) which easily slide into the designed space under the table to elevate and hold the table upright. Each piece can slide as far into the table as necessary/wanted. When laid flat, the wooden leg pieces conveniently slide fully into/under the table for easy storage. Such a table is great for those who try to save space in a small apartment, room, etc or for those who simply need an extra table. With such ease in assembly paired with the simple yet attractive design, consumers may demand a collection of such types of furniture (chairs, stools, side tables, etc) with a variety of colors.

2-in-1

At first glance this bowl seems like an ordinary salad/serving bowl but with closer observation, consumers will discover that it also functions as a strainer, which is concealed by a twist off cover. Such a product is perfect for individuals, couples, and families who have a limited amount of storage space in their apartments/houses. The white color of the bowl with the bottom wooden detail of the cover  is modern and sleek. The shape and size of the bowl seems to hold a decent amount of food and is easy to hold and carry around to serve guests. Although practical, it seems as if the bowl is only meant for rinsing produce. The bottom cover may also be difficult to deal with when removing it to use as a strainer, especially if there is food already in the bowl. Tilting the bowl to twist off the cover may risk dropping food. If a top cover was added, it could protect food from falling out the top if a consumer needed to turn the bowl over to twist off the bottom. An additional top cover can allow the bowl to be used as a container for leftovers. Perhaps if the bowl/strainer was made to withstand both hot and cold foods it would attract more consumers due to its multiple purposes. Consumers will also be able to strain pasta noodles steamed vegetables, etc.

Butter! Better!

The design of this BUTTER! BETTER! butter container is not only playfully sleek and modern, it is also portable and contains a practical purpose. The most unique characteristic of the packaging is undoubtedly the container’s cover, which awesomely functions as a butter knife. Such a design is meant to target consumers who are “on the go.” The container, already including a knife, negates the extra chore of grabbing a utensil or the chance at forgetting to pack a utensil altogether. The knife/cover is constructed out of wood, which helps with the durability of the knife while applying butter to food. The shape of the knife also provides a handle that allows consumers to comfortably hold the knife during application. The designer’s choice to color part of the knife/cover yellow creates a wonderful pop of color that is also reminiscent of the contents inside the packaging- butter. Several characteristics that may be a cause for concern is the genuine endurance of the wooden knife (the ability to stay in tact when thrown in a lunch bag or when in use) and the potential toxins in the inks/dyes/adhesives used to print the logo and seal the packaging- is it safe for consumption? Perhaps if the knife had a natural/safe/edible coating it can strengthen the wood while also protecting consumers from the inks/dyes/adhesives.

Have it "FedEx'd"

The FedEx logo is one of the most popular and recognized logos in today's society. It was designed by graphic designer, Lindon Leader in 1994 who, at the time, was a Senior Director at Landon Associates in San Francisco. Leader's ultimate goals when designing anything are to accomplish designs that portray simplicity and clarity, which he did quite successfully when he created the now infamous FedEx logo. When Leader was initially given the task to redesign the FedEx logo, which was formerly named Federal Express, he polled consumers about their knowledge about the company. In the old Federal Express logo, which was originally purple and orange, many customers believed the colors were instead blue and red. Leader also discovered the consumers' popular abbreviation of the brand, "FedEx," in which they interestingly used as a verb. One major concern of Leader's research was that most customers were unaware of FedEx's nationwide and global services/capabilities. Many consumers believed that FedEx only offered overnight shipping and was limited to the United States. With his research, Leader's goal to FedEx's logo redesign was to communicate its array of services and make the FedEx brand a household name.

           

FedEx's CEO, Fred Smith, gave Leader free reign in the redesign of the logo, but strongly encouraged that each design concept was justifiable and that the visual factor of the logo was clear and could be seen a large distance away. Leader's design process consisted of three teams and about 200 design concepts that ranged from tweaking old ideas to ones that were both innovative and revolutionary. Leader and his team respected the FedEx brand and sought to extract value when making changes to the logo's design. Leader believed it was best to stay with the company's classic color choice of purple and orange since it was recognizable, but played with the colors so that they were less red and less blue. He also brainstormed with typefaces (mainly Univers 67 and Futura Bold) and played around with the layout of the letters, which is when he discovered that the space between the capital E and lowercase x created an arrow. Leader believed that the surprise element of the arrow was a perfect and subtle surprise that represented forward direction, speed, and precision of FedEx services.

The history and design impact of the well-known FedEx logo is an example of how something that is seemingly so simple actually took a great amount of research and brainstorming. The extreme success of the logo is more than likely due to a grueling design process to create a design that was effective yet remained extraordinarily effortless. The violet and orange colors, although slightly muted, against a white background creates a memorable contrast; orange, being close to yellow on the color wheel, allows it to slightly pop/complement the violet especially when in close proximity to one another. The choice to use a bold sans-serif typeface also adds to the success of the design. The boldness of the letters, which makes up for the minor lack of intensity in the colors, demands the attention of viewers. The kearning (or lack there of) of the letters also creates a sense of agility, which may be a representation of the company’s promise of speedy services. The element of surprise in the negative space in between the “E” and the “x” which forms an arrow is also a playful aspect of the design that symbolizes a business that is quick, efficient, and always moving forward.

Source:

May, Matthew. "The Story Behind the Famous FedEx Logo." Fast Company. Fast Company, Mansuetto Ventures, LCC, 2014. Web. 29 Oct 2014.