W8 Task 1 - Design Critique
This bottle uses 4 different fonts, a tall and imposing serif font for the brand name and sans serif fonts for other text such as the subtitle (ultra concentrate), product description (dishwashing liquid), quantity (milliliters) and a trademarked 'lift action' whatever that is supposed to mean. Extra emphasis is placed on the word 'ultra' with the use of bold italics relative to its related word 'concentrate'.
The used type follows a hierarchy of size, upper/lowercase, color, contrast and composition with the large red letters leading the eye to the brand name, followed by the second largest text being white on red. This is followed by an easily identifiable white on green word 'lemon' next to a picture of lemon to indicate the used scent. As the purpose of the product, 'dishwashing liquid' is generally known to customers its not given much emphasis. The nebulous 'lift action' feature is not given as much emphasis so its separated to its own corner. Last the quantity '495 ml' is printed as white on yellow/orange as its the least important information, especially for a 'premium' brand that competes with its brand recognition and perceived quality rather than bulk quantity.
Other graphical elements used are white, green, yellow and orange circles around the central logo, underlined by a red ribbon leading the eye to the brand name. Alongside these a picture of a lemon fruit, a green shiny droplet and the lift action logo is used. The picture of the fruit communicates that this product is not highly toxic and thus ok to use with food utensils and the green droplet aims to communicate clean and shiny dishes. The 'lift action' section comes across as something I should know from a TV ad or some other piece of media, alone on the label it does very little.
Overall I do think the label is effective, though I do feel like its dated in the age of flat and minimalist packaging - a 2010 kind of label in 2021. Perhaps this is intentional and the brand doesn't wish to alienate its customers looking to pick up a familiar brand on the cleaning product aisle.
