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As our group have decided to focus on helping children read, I thought it would be appropriate to do some further research at design focused at children, and some statistics on child literacy.
I started looking at different statistics to help me realise how big of a problem it is, and why we are addressing it.
'almost 40 per cent of those ages eight to 17 live in homes with 10 or fewer books - although 85 per c ent of those ages eight to 15 own a games console, and 81 per cent have a mobile phone.'
- Dailymail
'children with no books has 'lower' levels of attainment, negative attitudes to reading and read less frequently'.
- Dailymail
'Over a third of London primary school children reach the age of 11
without being able properly to read and write, and 20 per cent are still
having serious difficulties by the time they leave secondary school.'
- Letsgetreading
'the UK ranked at 47th for the number of children who read for pleasure.'
- Letsgetreading
'Exposure to stories helps to enrich the imagination and provide
knowledge of a range of experiences that a child can draw on to give
them confidence in their daily life.'
- Letsgetreading
I decided to look at more packaging, as that was what I started researching for printed text and reading. To look at products aimed at children was also my task to do as part of doing different research processes as a group.
Although these are aimed at parents as they are buying for the children, they still have a colourful, playful design which children would appreciate.
The Natural Confectionary Co. use bright colours and characters to advertise their sweets. The type 'Jelly Squirms' is positioned at different heights to give the impression of movement, as jelly wobbles.
These use very simple colours, and block text to make it understandable to children. The characters used look very happy, which could encourage children to use the product as not many like to put after sun lotion and suncream on.
I really like the illustrations used here, as the cartoon like images of the vegetables make them seem friendly and comforting, as children often refuse to eat vegetables.
I really like the simple illustration here, and the bright colours would attract young children. The big, bold text stands out against the colours and is readable for younger children.
Characters are used again on this packaging for a drink, and subtle colours are used on the lion, which makes the display text stand out more against the coloured backgrounds.
I think the justified text works really well underneath the duck illustration, and even though it is aimed at parents, the bright colours and the animated illustrations would appeal to children as well.
This is a very clean design, with simple colours unlike the other designs I have looked at. The bright colours don't look overpowering against the white background, and I think the curved typeface makes it appear friendly and laidback.
These growth charts are incredibly bright, and the characters are very geometric. That is the sort of style I want to achieve, but add a lot more colour to make them more lifelike and friendly.
I really like these illustrated fruit, as the designer has given them a personality, and the fact that they are happy would encourage young children to notice it. I also like how it is on a white background, because although it is aimed at children, it hasn't substituted good design, which can be seen on lots of children's packaging which have too many colours.
I love these simple illustrations, and how they fill the frame of the border. Even though they are bright, they aren't gawdy and they grab attention.
I really like how the open mouth is used to place the text, as it really stands out, and allows for the rest of the illustration to be undisturbed by text. I've noticed a lot of the text used on children's packaging is lowercase; Emily in the group has designed a lowercase typeface specifically for the project which will work really well.
I just thought this was really clever, although it is very simple and effective.
I really like this packaging, and the green works really well against the transparent packaging. The use of green circles act as peas to work with the title, and some are also illustrated into children, appeaing at the target audience. Although it is aimed at children, the design is really clean and simple.
I love this illustrative book designed by Malika Favre, and I think the shades of colour used are really subtle and attractive.
These monkeys are humanised by wearing jetpacks, to go with the title of 'fuel'. The white text stands out really well against the bold colour of the packaging.
I found this campaign for children eating smartly, and I liked the colours and illustration, but I think it is perhaps too wordy to be aimed at children.
I started looking at the most popular children's books, and I found this website has a list of them, and some quotes from the books which I thought would be useful to our project as we want to do wall murals.
As the area I am going to research is Packaging, I found lots of examples of packaging where type is used, from design blogs and books.
Winter Wonderland
The type is very limited here, as the pattern takes up a majority of the design. As the type is in green, it reflects the 'Winter Wonderland' and the refined transitional type suits the candles.
Pana Chocolate
As there are a lot of different flavours and colours in the range, the type needed to work across them all. By having a sans serif in uppercase it clearly communicates to people the different products in a prominent way.
Honey Hunter
The designers said 'people are fed up with positive characters', and the type reflects this as it is uppercase letters, which are read in a deep, loud tone. I like how the text is simple, and in small point sizes to leave a clean label, as this reflects the product is clean.
Pour Moi Coffee
This coffee cup has a clever concept as it has been made to be reused in different ways. There is a lot of bodycopy on it to describe its functions, and the hand rendered type works well with the diy aspect of the cup, and the illustration that accompanies it.
Boris Cool
The bold, clean font represents the clean, crispness of the drink, and it stands out to the audience.
Gin
The script font that is used gives the gin a classy, sophisticated feel, and a sense of extravagance because that is associated with script fonts.
Goat Milk
Here the type is not only printed on the packaging, but the soap as well, which is seen on a lot of soaps. Although it says 'Fancy Black Soap' it is in uppercase sans serif, which you wouldn't usually associate with 'fancy', so perhaps something else could have been used? As the rest of the design isn't extravagant, it isn't as though they are using the type to tone down a cluttered design.
Queensland
This product has an infographic style to present the text which I think is a practical way to dispray information because it breaks up sections of text in a manageable way, making it readable to the viewer.
Beat Rice
This is a typographic based design, and I like how the coloured type looks no the stock used, as it gives an authentic feel.
Snapple
I really like this bottle packaging because the type and illustration work so well together by being hand rendered, and give the product a natural, rustic feel.
Field Notes
Although this is a very simple design, the type works well because it communicates exactly what the viewer needs to know, and and small bodycopy is in a very readable font.
Toscatti
I really like the light font that is used on this design, and the hierarchy of the type. As size capacity is one of the main functions of this design, the numericals are considerably larger than the text, which stands out a lot more to the viewer.
Boots
This serif font reflects a traditional, sophisticated bath set, and I think the colours used also reflect this, and I would say it is aimed at an older audience.
Whisky Advent Calendar
This advent calender is aimed at adults, as it has whisky behind each door. It is incredibly typographical, and I think that it has an authentic look because there are several fonts used, and it is on a worn stock.
From Cologne With Love
These labels are designed to be printed onto mailshots, and I think the monochrome design and uppercase letters create a prominent, distinct design.
Grown Up Soda
I like how the text is justified here, as it gives a clean look even though different weights and fonts have been used. I also like how the colour reflects the colour of the liquid of the product.
Balzacs
This black type works well on the brown kraft paper stock and gives it an authentic feel. When text is printed, it can look a lot different depending on the stock used, to how it does on screen.
Wanken
These old designs are incredibly simple, and work well because of that. The illustrations are very simple shapes, so the sans serif works well with it because it is also very simple.
Harriet's Jolly Nice Ice-cream
The 'Jolly Nice' reminds me of a seasonal font, because of the different weights in the letterforms, and the swirls and curves. The warm colours also help towards this, although it is actually an ice cream packaging.
The Inside
Some of the letters in the bodycopy on the right are overlapping, and look like ink is heavier on some areas, making it look like a typewriter has done it, as that is the natural effect a typewriter gives.
Nuttall
Printed type can be a lot more versatile than on screen where materials are concerned, because this packaging is printed on a clear label so that the viewer can clearly see the product.
Mr Cup Helvetica Wood Letters
These hand made wooden letters are presented in a silkscreen bag, giving the letters a warm, comforting feel because of the material they are printed on.
Marination Brand
I like how these block letters are justified and in jet black, as they really stand out against the bright colours of the product.
Pasta For One
Pattern is a huge part of this packaging, so the type needs to compliment this, and not let it become too busy - I think it does this well, and because it is in uppercase letters, they aren't unnoticeable amidst the busy design.
Lux Fructus
Another patterned design, the approach of the text here is to keep it white and simple, so that it stands out against the patterned design. It is an almost technical font because of the straight lines that are used, making the wine look quite contemporary.
Illustrated Type
The type is a very powerful part of this design, and although the type are made up out of different patterns and shapes, they are still legible as letterforms. I personally don't like it because the text wraps round the bottle, making it hard to read as you have to turn it around.
21 Drops
There are 21 packages in this product range, and although each one is a different colour and font, they work together as a set because of the material they are printed on, and the continuity through the small text on each box.
Drakes Brewing Company
These beer and lager bottles rely on type to portray the feel of the products, and I think the hand rendered designs really stand out on the shelf.
Cadbury's
I really like the infographic style on this packaging, and it uses borders and lines to break apart the sections. I find that usually on the back of food packaging the type is boring, but here it isn't because there is a variety of type and sizes used.
Orée du Bois
Even though the font used is very decorative, it works as a clean design because the stock it is printed on is matte and off-white.
Crit Le Baigneur
I think the designer has used an uppercase font in a large size to make it noticeable next to the pattern, and it works to an extent, as it is legible, but it isn't what grabs the viewers attention.
Moustaches
Moustaches are very on trend right now, appearing on clothing, shaped as food and beauty products, part of the charity Movember, and here, on this wine bottle. I think it is a very overused motif, and unoriginal. I don't understand why the text 'moustache' here is partly in a lighter weight, part bold, part regular, and part oblique, but I think it looks ridiculous.
Lagoon Hill
Here the type is textured, and has a shiny gold effect, which could only work on printed text. I really like the effect as it draws your attention, and is different unlike the previous wine bottle.
Typographic Bottles
Here type is almost used as an image, and covers the whole design. It isn't meant to be legible, but more decorative. Because two different colours are used, when they overlap they create another one. It is very eye-catching.
Hipohyfryd
The simple hand drawn hippo works simultaneously with the type, and I think it works really well together. It is chocolate packaging, and I think that it portrays an innocent tone, which could persuade people to buy it, as chocolate is an unhealthy food.
Andre Rouette
Here, letters are printed onto a wood effect on a flask. I really like how the letterforms are printed on the corner of the flask, and bends round. The wood finish gives a professional, clean finish.
Ducats
These letters are almost abstract, and they fill a square, use shapes to make the letters. I like the vibrancy of the letterforms, and think they are interesting. To help with understanding the product, a sans serif is used against the white packaging, which contrasts with the abstract letters and makes a legible design.
Katie Mullins
This CD cover is very typographical, and the swirly, curved type reflects a feminine, delicate design, which could be a reflection on the music.
The Mug Football Pub
The large, bold letters on the lid grab attention, and stand out from the monochrome design. I think the type design on the front of the cup is very contemporary, and the uppercase font works well with the texture because it stands out.
Waitrose
The heigh of each letter varies, with some going below the x-height, which I think portrays a fun, playful brand. Each colour reflects the word it represents, which I think works with the product as a whole as the colour scheme is harmonious.
Seasonal Beer
This seasonal packaging has featured an imperfect font, as some of the letters are slightly unaligned and strokes are at different angles, which presents a playful product. I really like the font that is used, and because of how heavy it is, it draws me in.
Vintage Sprite
The differences of the x-height of each letter reflects another playful font, and the script text which accompanies it reminds me of the Bewitched title sequence, so to me it reflects a whimsical, magical product.
Alcohol Gift
The type really stands out on the light wooden material, and the boldness of the letters really stand out.
Crown Maple Syrup
There is a lot of text on this packaging, and to make it work there are different sizes, and fonts to make it less monotonous. The darker shade of brown looks good on the light brown packaging, but black would probably be more legible.
Pinot Noir
I like the inconsistency of this title, and it could represent drunkenness, as it is a wine bottle packaging. As noir means black, it works well that the design is monochrome.
Organic Food Box
This packagings main function is to carry a lot of vegetables, and the type fills the frame which reflects the capacity capability.
Just T Black Label
I like how different objects are used to make the numericals here, and the vibrancy of it works well next to the simple black type next to it, as it contrasts.
Pantry Honey
This honey packaging differs from the Honey Hunter packaging, as it has a handwritten, dreamy font, to match the cute illustrations that are used on it.
Gran Cereale
The textured strokes of the Gran Cereale reflect the textured feel of the cereal and reflects a naturalness to the product.
Trafiq
The transitional font used is very clean and crisp, which reflects the quality of the food. The monochrome works well as it makes the actual product stand out against it.
Gordon's Limited Edition Gin
These limited edition bottles of gin uses numericals to make up the 10 different patterns. I really like consistency throughout the designs.
Gift Wrapping
This wrapping paper actually uses bodycopy from dictionaries as decoration, which has a traditional, refined effect.
Frizz
This packaging is completely typographical, and doesn't even use colour to promote the product. It trusts the visual communication of type to portray the message, with 'frizz' crossed out.
Milk
I think that the colour of this font against this off-white packaging creates a vintage feel, even if on screen it wouldn't look like vintage at all.
Brie Bistro
This purely typographical design is very cluttered, but I think it is still very clean because it follows a grid, and is in monochrome so is less distracting. I think because of the certain fonts used, it gives a sophisticated feel to the product.
Provenance
This bellyband relies on typography to sell the product, and it is a very clean design with lots of white space. Because of this, and the light font which is used, I think it is very readable, and clear.
Jelly Jar Candles
I really like the justified type, and the alliteration that is used in the text. The block text works really well with the bright colour of the candle, and the patterns that are used on the design because it helps it to stand out.
Something I noticed when I was picking my examples was the tone of voice that the packaging has through the use of type. This is the area that I want to explore further, as I find it interesting how it isn't just the style of image or colour that can convey a feeling, but the charateristics of type.
