Week 7 | Typographic Design | DVB201 | #QUT_TypeDesign20

The labels on the Koh Universal Cleaner includes the use of two typefaces; one used for the logo and another used for all the informational text on the labels. 

The most used typeface on the label acts as a supporting typeface to keep the logo, in the other typeface, as the main focal point of the label. The supporting typeface is used to display warnings, directions and recommendations on the bottle.

The designer has aligned the text to curve with the oval shape of the label. The front label has a lot of negative space to keep the label minimalist and keep the brand as the focus.

Some treatments used to differentiate and organise the text are the use of bold font, capitalisation and sizing of the text. The back label which contains the most text is organised into two columns which help to keep the text easy to read. The use of bold and capitalised words help to establish the headings within the body text (Saltz, 2013). On the front label, the sizing of text is larger than on the back label to accommodate the increased amount of negative space and remain in proportion to the logo.

On the back label, there are logos/images that represent qualities about the product, such as being 100% Australian made, certified by the Good Environmental Choice Australia, approved by the National Asthma Council Australian and states that their product is not tested on animals. The use of colour on the labels is very minimal, only the logo and the logos for the above, are in colour. With all the logos, there are still only three colours used, green, blue and red. The white background helps to prevent the label from becoming crowded and overwhelming.  

I think the minimal design approach to the label suits the brand name and logo, as they are both quite minimal as well. Keeping the design simple allows the product to sell itself rather than its packaging, which means less money and resources are used on creating each product, which in turn helps to minimise waste, a key principle of the company. I believe the label is effective due to its minimal design and the use of green, helps to makes the user feel as if they are making a positive impact on the environment by using a sustainable and environmentally friendly brand.  

The use of san serif fonts on the label creates a modern aesthetic which relates to the modern initiative of the company. The simple design and minimal use of colour illustrates a high-quality brand, instead of filling every space on the label and risk 'trying too hard' to please and entice the users.