Design Analysis_Lipton Packaging

I chose to analyze one of the packaging of Lipton, more specifically their Infusion-Herbal Temptation Summer Fruits. The designer is mixing the design with the content which basically creates the message. The combination of these two is in fact a way to attract the consumers because they are able to understand the message. In the front of these packaging, the designer puts an image of red fruits and above it, just behind le logo, a clear use of the sun which basically reminds us of the summer. The use of this image is attracting the viewers’ eyes because the 1^st time they think about when seeing these fruits is their health. There is a use of text in the center of the packaging and in the bottom. There are 2 different types of typography used in the text: modern (logo) and sans serif (infusion-herbal, caffeine free, and 20 pyramid tea bag).

Also, there is an appropriate combination between the white space and the image and texts used which attracts more the eyes of the viewers. Also, there is an artificial use of light in the representation of the sun, which creates an emphasis on the logo. Also, the designer chose to make the text and the image equal in terms of importance, there isn’t a specific order of importance and everything used in this packaging seems to have its own importance. However, the logo is the 1^st thing that catches the eyes of the viewers, which sometimes can be seen as a negative strategy simply because it makes the other texts and the image less important.

The designer used a square space which seems to create a space where there is no tension, because nothing is happening. In terms of attracting and orienting, the designer is attracting the receivers 1^st through the logo and then on the rest of the packaging. In terms of composition, we can clearly notice that the designer is creating an asymmetry composition and this basically creates dynamism in this packaging.

This packaging of Lipton is a successful one, because of the combination of texts, image, and colors; the receivers understand easily the message sent

Image Analysis

The picture that I chose is of an African woman holding her baby, who seems suffering from malnutrition. I took this picture from the UNICEF website, and this is one image among others for the UNICEF campaign against food crisis in Sahel region. As you can all know, the Sahel region has a very complex history in terms of food shortages and security problems, and the food crisis is getting worse this year because of the widespread unrest in Africa. This image creates a maximum emotion because we can notice the misery and the sadness in the mother’s face, because her innocent child is suffering from the terrible consequences of this food crisis. The main target audience for such picture is of course the developed countries who have the mean to help poor countries solving this food crisis.

In this picture, the mother is holding her baby, but we cannot clearly see her face because she has her head down. However, the child isseeing the photographer, as if the sender wants to get the sympathy of the target audience. This is a directive image because the sender, UNICEF, is trying to influence the target audience, meaning the developed countries, to take rapid actions to save children from the Sahel region from dying of starvation.

This image belongs to the Windows category because the photographer depicts the reality of food crisis in the Sahel region in a very direct and natural way. The format of this image is a horizontal rectangular one, which basically attracts the viewers’ eyes. Also, there is compatibility between the composition and the meaning of this picture and the photographer is attracting the attention of the viewers on the child first, who is the focal point on that image. This image has an asymmetrical composition which creates more dynamism. This image is taken from a bird’s eye view, and it is taken from a close-ups distance which gives this sense of closeness with the mother and her child. 

Smarties "Feed Your Imagination"

This ad was designed for Smarties, and we can clearly see a colorful smarties in the center of the writings. The typography used makes the words very difficult to read and our eyes don't feel confortable when trying to read what is written.
In addition, the typography used makes the whole sentence as an imaginative writings. In addition, using this type of typography add some humor in the whole image, especially with the slogan used: "Feed Your Imagination"
Also, based on this ad, we can clearly notice that typography and colors are very important for such campaigns, simply because it attracts consumers, and communicate a message by adding humor at the same time.

Video Presenatation

Pepsi - - Creative Brief

The Link : http://www.popai.com/studentdesign/docs/creative-brief.pdf