Design Evaluation

 The first Design sample that I will discuss is a bag of Dunkin Donuts ground coffee.  It isn't a terribly designed package, but for a large franchise I just would expect a better design. I am contrasting it to an Archer Farms a Target brand, which in my opinion presented the product in a more stunning presentation. 

Bad Design:
The Dunkin Donuts bag is mostly done in a not so appealing rust color. Their logo of bright orange, hot pink and white stripped is horizontally wrapped in a white banner across the top.   The color palette is not harmonious.  Although the rust color when connected with pumpkin and spice can be appealing, in this instance there is just too much of this undesirable color.  I think they should have used a more harmonious color palette. additional the balance is also off.  The writing on the top is too high and the writing below is too low.  The focal point is unclear because of this.  It took me awhile to figure out why there were two floating flowers in the center of the package, which completely throw off the balance of the package, but after viewing this for awhile, I discovered that the empty space that is bothering my eyes is actually a pumpkin head.  The two mysterious flowers are the pumpkins eyes!   I felt that if this pumpkins face were going to be pulled off better, it should have been done in more contrast, perhaps the pumpkin in the rust color and the background in a complementary color to add contrast.   This label says drink this coffee from a 70's cafe.  I visualize finger smugges on chrome bar stools and fresh wiped with bleach formica counter tops when I look at this label and see this logo. I just don't imagine I would get a high quality product by the looks of this package.  

 

Good Design:
The Archer Farms bag of Ground coffee on a shelve near the check out line caught my eye from far away because of its elegant harmonious comforting design.  First of all the packing was done in a powder metallic cool silver sage color that was striking against the warm comforting colors (and foods) in varying shades of orange.  Everything on the label is neat and balanced.  The font changes from warm to cool shades of red/orange to complimentary dark green.  The logo is small but centered at the top and the centered fonts vary from line to line giving variety.  All of the varying shades of orange and sage green are soothing and harmonious on the package.  The photograph is pristine with the highlights in the right places and the cinnamon sticks placed properly to pull you in to the picture.  Everything about this package says grab a warm blanket on a crisp cool fall day and a spicy mug of warm pumpkin coffee to comfort the soul. The entire label is warm and inviting.  I would imagine that I would be getting a very high quality product that tasted rich and complex when purchasing this product.