food products 2

We’re continuing the food products with double good examples starting with this Chicken Broth from Sam’s Club. To begin, there does exist sans serif typefaces on this product, with the choice for this typeface is to relay descriptions and perhaps some promotional information such as “No Added MSG’’ and “No Artificial Flavors.” Interestingly enough, the choice for emphasis for the promotional information isn’t using a bold font even though it looks as it would) but instead just using a larger point size. There’s only two phrases that aren’t capitalized, the phrase with an asterisk starting with “except” and the phrase “ready to serve.” In some ways, these two phrases help emphasize the promotional phrases, maybe not by much (especially “ready to serve” since its point size is rather big and can stand alone as its own emphasized promotional phrase) but it helps a little bit. The main typographic attraction to me is the main indicator of the product, “Chicken Broth.” These two words are the largest sized words on the entire product so the viewer can tell what it is. Interestingly, they aren’t the same size. Broth is almost 50% bigger to really indicate that it’s not just any chicken product, it’s chicken BROTH.

The typeface they used is very interesting as well, it’s a very blocky typeface. Where there would normally be a curve on the word, it is instead an edge, which makes this more visually interesting. The terminals of practically every letter also protrudes out a little bit to almost to give them a sense that they’re serifs but they aren’t really in the end (at least I think). Of course, one of the last things that stands out is the choice of making the “O” smaller and raised to include an underline looking thing under it. I’m not quite sure if it’s supposed to represent something. If I had to spitball, maybe it represents a bowl and a utensil, but if it doesn’t represent anything, it still makes this product more visually interesting.

The next food product to go over are these frozen Chicken Bites also found at Sam’s Club.

The main appeal of this product is the consistency of the viewing experience, in essence I think I count two different typefaces across this product, the sans serif typeface and the cursive typeface. The words “Chicken Bites” are the only words that are in the cursive typeface and therefore the most visually different typeface compared to the rest of the words on this product. It’s also one of the biggest sized words on the product, that alongside the typeface having a bold aesthetic to it gives it a great visual emphasis which tells us what exactly this product is very quickly.

The sans serif typefaces are smaller in comparison but they still tell key information. Sans serif fonts are by nature more visually modern, throughout each letter they do not really go any thicker or thinner. That in tandem with the consistent tracking and leading of the whole product, leads to a visually pleasing and consistent viewing experience.

The choice of color for the letters also lends itself to having simple but eye-catching contrast. Each word is contrasted well, white letters on a black background, black on white, red on white, white on red, these allow the words to pop out more. Interestingly enough though, there’s not any black on red or red on black, which leads me to believe that the designers of this product were aware that a dominant color on a dominant color would make the viewing experience harsher to some degree.