By Yujia Ni
Good & Bad
Design
For those who love design
Contents
Brand Design 2
Package Design 8
Product Design 14
Reference Design 19
“A good designer should be a skilled story teller.�
Brand Design
------ By Stanley Hainsworth
* Good Design
Brand: Awake Caffeinated Chocolate Designer: Stanley Hainsworth, Seatle, U.S
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Awake Chocolate is different from others. It contains caffein. One bar of Awake chocolate has the same effect of a cup of coffee. The old version of the brand design uses a light blue switch as its brand identity. However, the switch image has been used widely, which, in this case, is too ordinary to attract consumers’ interest of this unique chocolate.
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Awake Company went to Stanley Heisworth, who owns a design studio named Tether, which has a slogan saying “we’re the story we tell“. Slanley and his team gave the brand a new life by story telling. They changed the main character of the story. They created a cute owl with its eyes widely open. The exaggerated design and the bright color of the eyes are telling a story: eat the chocalate, and keep awake !!!
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* Bad Design At first shot, we may think the old version brand design of Verizon is a failure. It looks massy and discrete. However, if we think deep, we can find that the designer wants to tell the story of Verizon through the brand logo, but unfortunately, the way of expressing is qiute poor. Check mark is a universal symbol of getting things done. The red “Z“ and other italic texts show how fast Verizon’s network is and how efficient of its service. The huge check mark, the red “Z“, and other italic texts are all elements of emphazising. However, if they come toghether in a single brand logo, the visual shock of the logo will fall immediately, that is, consumers do not know what the focus is. Therefore, when doing a brand design, we should not only focus on the story behind the brand, we should also pay enough attention to think about the way we tell the story. We need to tell the story in a neat and effecient way.
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Recently, Version redisigned its brand logo. According to Diego Scotti, CMO of Verizon, the new disign was made to fit the change of consumers need. New era has new story. Therefore, brand needs to be updated. In the new design, the designer
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moved the check mark from top to the right corner, and changed all texts from itatic to regular form. These modifications makes the brand looks simpler and neater in a whole, which also shows Verizon’s faith of improving and innovating.
------ By Charles Eames
Package Design
“The details are not details. They make the design.�
* Good Design
Milk Bottle
Designer: Dmitry Patrsukevich White Russia
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What the designer did is merely changing what the cap looks like. He changed the normal cap to a unique shape, and created an illusion that you accidentally throw a small piece of cookie into the milk bottle. This subtle modification adds a sense of dynamic. You cannot help yourself to hold the bottle just in case that the milk will spill out. Compare to normal milk bottle, this one can catch your eyes much more easier, because you can find movement on a still object. This detail enables consumers to see the image that milk is swaying in the bottle directly. With this bottle you will never lose your appetite for milk, won’t you?
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* Good Design
Based on the style of receipes of 18th century in Russia, Mnenie designed this package. It successfully combines texts and pictures, and includes traditional Russian receipes on the back of it. All the detailed design helps consumers to pay attention to
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Russian traditions, and learn something new. What’s more, package and the food inside it make up a brand new image, telling the consumers what part the pork is from in a very cute way.
Brand: Damn Tasty Designer: Sveo Mnenie, Russia
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* Bad Design
A main reason why Tornados has a bad package design is that the subordination is distracting. As a chicken roll product, it has a fancy racing car on its package. What’s worse, that car occupies almost the same area as the chicken roll. What’s more, the design of the reward, that is the ticket to racing car is cool enough to cut down the attraction of the food itself. These will confuse consumers what Tornados really sells: chicken roll? Or fancy toy racing car?
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------ From Usability. gov
Product Design
“User experience focuses on having a deep understanding of users, what they need, what they value, their abilities, and also their limitations.�
* Good Design
“Rule/One� is designed by HMM company. As its name, this product is multi-functioned. It is a perfect combiniation of pen and ruler, which can perfectly fits your books as a bookmark with the droplet deisgn. The interchangable heads allow users to use it in different situations: on paper, tablet, and on-the-go.
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It was mentioned on the Reddot Award 2015 because of its user-friendly design. The designers of “Rule/One“ think thoroughly about what their users are and what the demand is of their target users, and then find a solution to solve all these problems in a simple and neat way.
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* Good Design
This conceal book shelf is simply made up of a right-angled steel plate. It is an innovative design made by Umbra, a Canadian furniture design company. The tiny hooks on the bottom of the steel plate will tightly fix the back cover of your first book. Except this book, you can easily access to other book over it. What’s more, this steel plate can support the weight up to 15 pounds. Its simple design, easy installation, and the amazing illusion of floating makes it an outstanding design.
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Product: Conceal Book Shelf Design Company: Umbra
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References
* Images WeChat Subscription Account
iamdesign Websites
Hmmproduct. com
* Texts Websites
Adweek.com Marks, Terry, and Mattew Porter.
Good Design:
Decontructing Form, Function, and What Makes Designs work. Rockport Publishers, 2009.
Hochuli, Jost, and Robin Kinross.
Designing Books: Practice and Theory. Hyphen press, 1996.
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Your design journey now begins ...
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