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