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W HAT M AKES DESIGN GOOD OR BAD ? The Communications Design class of 2015 was prompted with a difficult task: find examples of good and bad design that relate to one another in some way. The assignment was open ended, as the designs could be anything including advertising, packaging, web design, and beyond. The only major guidelines were that each student had to choose two designs that relate like “apples to apples” rather than “oranges to apples.” The bigger question was, what makes a design good or bad? In order to address this problem, each student chose a pair of designs that covers either an ethical or aesthetic issue. Moreover, each pair is accompanied with a rationale of what makes the design good or bad.


act like you know nothing and people will tell you



act like you know everything and people will tell you





The Nikon S60. Detects up to 12 faces Advertising Agency: Euro RSCG, Singapore Photographer: Jeremy Wong Released: December 2008


Both advertisements are promoting their client’s new function through the same technique but art directed differently. The art direction for Nikon is more effective because it is more memorable after you glance at it in a rush. Nikon’s ad directly shows a funny scenario where the camera comes in use of face detection. Fuji is trying to sell its new function, smile capture, in a

photograph where the mouth that was being detected wasn’t even smiling. In the advertisement of Nikon, the whole image is taken through the new Nikon camera while Fuji had their camera in a little corner. Both ads have a short onesentence tagline, while Nikon’s tagline is right underneath the brand name; Fuji’s tagline is placed in the lower right hand corner that can be easily missed.


FinePix F70 with smile capture Advertising Agency: RMG Connect, New Delhi, India Images: Photolibrary Released: December 2009




Help Remedies Design Agency: Pearlfish Released: 2011

Over the counter drug packaging has forever been criticized for its bad design due to the surplus of information that needs to be provided to the customer. The hardest part is providing this information without frightening the customer or overwhelming them. One bad example of this is packaging design for regular strength Tylenol. Not only is the package extremely busy with typography on almost every inch, it is almost scary. On the other hand, a great example of over the counter packaging is the Help Remedies Brand. The packaging is clear and concise. It states what your problem is and how to solve it. It mah not be the most visually appealing package, but when it comes to pharmaceutical packaging, being clear and concise is the top priority.



Tylenol Packaging



Advertising Agency: DDB, Toronto, Canada Associate Creative Directors: Paul Riss, Matt Antonello Creative Directors: Denise Rossetto, Todd Mackie Art Director: Rebecca May Copywriter: Domenique Raso Photographer: Vicky Lam Account Manager: Annie Seyffert Released: November 2010

Both of these advertisements promote biking through a “super” figure, but one is much more successful. Earth Day Canada’s advertisement promotes biking and being environmentally conscious as a way to be a hero. The paint is washable and eco-friendly; matching their message with their means only increases the effectiveness of these ads. In contrast, City Bike Depot uses an offensive image and meaningless tagline to promote their business and group rides. Within the campaign, they compare believing in Jesus to believing in fairies and aliens. Additionally, the crown of thorns is replaced with a bike chain, and the wounds of crucifixion are replaced by road rash. City Bike Depot will turn off potential shoppers and participants with their offensive imagery, while the playful ads for Earth Day Canada may encourage anyone that sees the guerilla ads to participate.



Advertising Agency: Loud, Syndey, Australia Creative Director: Joe Van Trump Art Director: Mo Shono Copywriter: Luke Fox Illustrator: Martin Bray Photographer: Montalbetti+Campbell




Vivid Water Box Design Agency: Designate Agency Released: 2013, UK



Dasani Water Bottles Designed by: Coca Cola Company Released: 2010, USA

The Vivid Water Box gives a whole new spin to how we think of disposable water containers. This new look gives Vivid an advantage over its competitors, such as Dasani. The Dasani water bottle design does not stand out next to every other water bottle, however the design of the Vivid water box stands out extremely well. Not only is Vivid's water in a box, which is already

completely different, it is also white, as opposed to the clear bottles Dasani's water is packaged in (as well as the rest of competitors). Vivid's water in a box is also better than Dasani when looking at its sustainability. A box is much better for the earth than any plastic. Dasani's water bottle is designed as a "Plant" bottle, however it is still mostly made up of non-renewable petroleum or fossil-based resources. 13



Time Warner Cable Logo Agency: Chermayeff & Geismar Designer: Steff Geissbuhler Released: 1990


Time Warner Cable and Cox Communications are competing full service communication companies that also provide Internet and telephone services. Time Warner Cable’s eye and ear icon symbolizes the different forms of communications the company provides. The Cox

Communication logo features a wave-like shape composed of three parts. Similar to the Time Warner Cable logo, each wave is supposed to represent a different business unit. However, the abstract waves lack the same power of communication or visual interest and is not as successful.


Cox Communications Logo Agency: Brand Fever Released: 2007



This past year Aneb, a non-profit organization that provides support for people who suffer from eating disorders, launched an advertisement in Quebec. The advertisement illustrates how women with anorexia or bulimia see themselves as being overweight when in reality their size is quite normal and healthy. In the same year, a Brazilian modeling agency, Star Models, launched a series of advertisements that paired designer sketches featuring long-limbed models of fictional proportions with images of real models that have been Photoshopped to look like the sketches. Their motive was to portray how the fashion industry promotes a skeletal standard of beauty that is not something women of today should strive to be a part of. Although both comparisons are bold, clever, and well executed, Star Models’ design does not solve a problem or tell the viewer exactly what the message is meant to do. Aneb’s design draws the viewer in with a great optical illusion, shows women how they may view themselves in a way that isn’t true, and then follows through with a solution to their problem. Any woman who goes to their website or calls them will see that there are meetings and programs set up by the company to help women get through their troubles.


Company: Aneb Released: 2013, Quebec



Company: Star Models Modeling Agency Released: 2013, Brazil




Sun Weather App Created by: Jakob Henner


Both applications give users weather updates for different cities. The Weather Channel App is crowded and stuffed with information. It’s design is confusing and too complicated for users to understand. The Sun weather app created by Jakob Henner offers users a much simpler design. This 3D interface uses clean,

bold graphics in order to communicate the day’s forecast. It’s interactivity goes far beyond Weather Channel’s App. One swipe of the finger brings you all the statistics you need, without being overbearing and complicated. The clean, simple design of the Sun App makes it a much better application for the user.


Weather Channel App Created by: The Weather Channel



GOOD DESIGN Design Agency: BBDO Released: 2005


Pepsi is one of the most iconic brands in the soft drink industry, and has been around for a very long time. Pepsi’s brand is known for its energetic, youthful style that mimics the audience it tries to reach throughout its branding that BBDO helped Pepsi create. Though Pepsi lost that brand identity when it redesigned its brand in 2009 by the Arnell Group. Many people were not happy with the redesigned cans, and I think it is an example of bad design because it does not reveal Pepsi’s true brand identity. Pepsi’s new can has a very simplistic, graphic design with its logo that is meant to mimic a smile. Though the smile is not very obvious, and it does not communicate the fun, energetic quality that its previous can exemplified. The Pepsi can from 2005 is a more dynamic design that creates movement throughout the graphics on the can along with the bold, three-dimensional logo. The can captures the essence of Pepsi’s brand because of the graphics that almost look like the ice is breaking out of the logo. People drink soda because the carbonation and caffeine energize them, and it’s important that their branding reflect that in order to reach their audience. This reveals the energy of the brand and how it is meant to make its consumer feel after drinking it. The logo is also bolder, and more three-dimensional which is good design because it adds more of Pepsi’s personality and brand identity to the packaging.


Design Agency: The Arnell Group Released: 2009




Advertising Agency: DDB Worldwide Location: Milan, Italy



Advertising Agency: Fred & Farid Location: Shanghai, China

Porsche and Volkswagen are both credible automobile companies that cater to different audiences. The Volkswagen advertisement displays a funny message about their convertible buggies, saying you could drive around “topless.” This ad works for the fun loving audience that would be interested in buying one of these cars. The ad shows off the features of the car, while capturing people’s attention with a witty focal

point. Porsche really let this one slip out of their hands. Granted the ad was designed in China, but the car is sold around the world. The ad depicts the Porsche car almost out of the frame, showing that the car is too fast for them to actually take a picture of it. Besides the idea being unoriginal and generic, this particular ad from the campaign depicts the “911 Porsche” in front of a New York City skyline, with the only text reading “911.” 23



McDonalds Released: 2010, Hungary


These two advertisements each feature foods available at McDonalds. Both examples make use of conceptual imagery and do not rely on glamorized food photography, which is common in fast food advertisements. The “good” example is successful because it uses authoritative looking books arranged like a hamburger along with the copy “A sandwich for experts” to communicate quality. However, the conceptual imagery of the upside-down cow udder seen in the “bad” example is abstract and off-putting and does nothing to sell the milkshake that is only mentioned in the copy. While both featured centered compositions, the “good” example is much more handsome and pointed, where the “bad” example looks bland and washed-out.


McDonalds Released: 2011, Finland


what’s the







Direct Fair Trade Mango



Mangoes, Profood International Corporation Released: 2010-2011, Phillipines

The Philippine Brand Dried Mangoes packaging is confusing. The use of multiple colors and typefaces is distracting and cheapens the product, making it look more like junk food than fruit. This particular company's web presence is extremely corporate and artificial, again negating the supposed "organic" nature of their product. In contrast, Level Ground Trading's Fair Trade Dried Mangoes package design looks natural. The texture and color of the package itself is reminiscent of a burlap bag. The portrait on the bag illustrates the particular farmer of

the mango, personalizing the product and providing a human connection. This connection carries over to their website, where the products are not listed in "factory" produced order but are carefully identified, providing the specific trade partner information, facts on the farmer profile, the area in which the mangoes were grown, etc. This personalization and distinct information sells the product to an audience searching for a true organic community based product, not a generic result of corporate standardization. 29


Seen in: Lucky Magazine Released: June 2013

Newport cigarettes have had the same ad campaign since the 1960s. Newport “pleasure”– they try to show people having a good time – without cigarettes in their hand. Though this might have worked when they first started, it is now illegal to show people smoking in advertsements so their ads don’t really sell their products. They look like outdated ads with their upside down Nike logo and people doing weird things that have absolutely nothing to do with smoking. The type all has drop shadows, even in the smaller type, and the logo on the top of the ads isn’t their current packaging logo. They are incosistent with their brand. On the other hand, American Spirit advertisements are trying something different. They are being bold and graphic, which captures your attention, and even though their ads do not directly relate to cigarettes, they are trying something new. They are trying to emphasize how their cigarettes are different than other brands and are apparently “healthier”.Their advertisements are also consistent with their branding and packaging, which is much more than we can say for Newport. They are simple and to the point.



Seen in: Entertainment Weekly Released: 2013




Method Soap Released: 2012, San Francisco


Method soap illustrates good design by using a proactive approach to “green design”. Employees and volunteers of Method collected washed up ocean plastic on the beaches of Hawaii in order to create the mold for their new package design. The grey color is not only contrasting to the rest of their usual bright designs, but also is meant to resemble sea urchin and trace it back to the root of the cause. This package design won the dieline award of 2013. Dial soap, although attempting to take a comparable “green design” approach, fails at not only utilizing their product but also their website. They clearly inform a consumer of where to recycle but the inspiration Method portrays is not evident in their approach. We see that the information on how to minimize your carbon footprint is not something Dial-specific but simply just general information that can be attained anywhere else.


Dial Soap: Original Soap Design



The Pedigree advertisement is an example of good design because the image is clear and meaningful. Viewers can make a personal connection with the advertisement because those who have dogs love them too just like the image is portraying. The advertisement is trying to show that if you love your dog by feeding them Pedigree dog food, your dog will love you back. This is easily understood by the photographic advertisement. The Dog Chow advertisement is an example of bad design because the image used is quite repulsive. The trashcan is covered to look as if it was your dog. The designer is trying to make a striking point saying not to feed your dog trash, but most dog foods are not trash. This then moves away from the fact that it is a dog food advertisement and more of an animal abuse type of voice.


Pedigree Pet Food Advertising Agency: Savaglio/TBWA Released in: Buenos Aires, Argentina



Dog Chow Designer: Cristian RamamĂ­rez




Every Man Jack Design Agency: Mudhaus Released: 2006

This comparison really shows how good design can come from anywhere at any price point. Every Man Jack and Irish Spring body washes are sold at a similar price point (around $7) but because Every Man Jack has such a good design, it appears to be much more expensive and upscale. Design wise, both brands are actually doing very similar things. In terms of the design of the substrate, both bottle shapes are reminiscent of other types of products. Every Man Jack’s bottle is similar to that of a car oil bottle, which has masculine implications. The wood grain on the cap also adds an unexpected touch of masculinity. Irish Spring on the other hand uses a shape similar to those of household cleaning supplies. This doesn’t do much to enhance the experience other than perhaps negatively imply that this product is inappropriate for bathing! In terms of the rest of the design, Every Man Jack uses a much more sophisticated system. The colors are simple and the graphic approach works well with the minimally applied sans serif type. Irish Spring has everything from gradients to transparent bubbles to glowing type.



Irish Spring Body Wash Designed by: Colgate (In House) Released: 1997




Marie Antoinette Movie Poster Design Agency: BBC (In House) Released: 2013, New Zealand


Poster campaigns are an effective way to create buzz for the film industry. BBC in-house designers created an effective campaign to promote the television premiere of the Marie Antoinette movie. The bus stop advertisement captured the essence of the movie by having Marie Antoinette’s head cut off like it was in a guillotine. The posters were seen around New Zealand bus stops. While Universal Studio’s in-house designers created an ineffective way to represent the brand. The posters for Forgetting Sarah Marshall not only were insulting for anyone named Sarah Marshall but they also did not tell anyone what the movie was about, let alone that it was a movie at all. The posters were seen on the back of buses, in subway stations, and at airports throughout the United States.


Forgetting Sarah Marshall Movie Posters Designed by: Universal Studios (In House) Released: 2008, United States



These are two print advertisements for Five and Sportlife gum brands. As you can see in the Sportlife gum advertisement, the art director manipulated the child’s hair to show that he had a giant wad of gum stuck in it. This pokes fun at the fact that kids often get gum stuck in their hair, while also showing how big the product is. Therefore, this is an example of good design because it creates a smile in the mind and successfully exaggerates the point that this gum is bigger. On the other hand, the Five gum advertisement is not successful in passing on a message. They take a similar approach by manipulating the man’s face to look bizarre, but there is no meaning behind why his face is messed up. The headline is also too small, making the message hidden to the viewer who is glancing at the advertisement. This makes for an example of bad design because there is no message and the image does nothing for the viewer.


Sportlife Gum Advertisment Ad Agency: Abachswisbrun JWT, Amsterdam Art Director: John De Vries Released: Netherlands



Five Gum Advertisment Art Director: Riaan Swart Released: South Africa




1968 Olympic Games Logo Designer: Abachswisbrun JWT, Amsterdam Released: 1968


Lance Wyman is an American graphic designer that designed the logotype for the 1968 Mexico summer Olympic games. It is considered good design because the logo clearly identified with the host city. The patterns were very reminiscent of the Huichol Indians. Wyman paid homage to Mexican culture by incorporating geometric forms as well as layered-line typography. The layeredlined typography allowed the five ring Olympic logo to be easily embedded with the number sixty-eight. He was also inspired by the 1960’s optical art, which was relevant at the time. In contrast, Wolff Olins is a brand consultancy that designed the 2012 London summer Olympic games. It is considered bad design because it failed to capture the essence of London. Their objective was to appeal to a younger crowd by associating graffiti-style into the logo. But according to Q Research survey, seventy percent of the youth-targeted audience disliked the logo. The Olympic games is grand celebration that unites people from all over the world, yet the logo shows puzzle pieces that don’t fit together.


2012 Olympic Games Logo Design Agency: Wolff Olins Released: 2012




Heinz Ketchup Designer: Leo Burnnett Released: France


Both advertisements are meant to entice consumers to buy the product. However, the bad advertisement tries to show the viewer that their bottle is upside-down and you have to “spank” the bottle to get the ketchup out. The good advertisement is showing why you should buy the product. They are basically saying, “hey, your food will taste like cardboard if you don’t use heinz ketchup.” It is more successful than the other ad because it is appealing to the functionality of the product that they are trying to sell. These two ads ran all over Europe and it is interesting how two different advertisement agencies can sell the same product but with two different voices and styles.


Gioni’s Ketchup Ad Agency: Alchlmla Released: Italy




Garnier Fructis Designer: Publicis, Switzerland Photographer: Billy Hells Released: 2013 Copy: “For any hair type.”


Both of these are print advertisements for shampoo, which were both trying to achieve a similar concept, that each of the shampoos can be used by men or women. The Garnier Frustis advertisements at first, looks like a man with a very long, shiny beard. When you look closely, you will see it is actually a woman standing facing a man. The copy reads “For All Hair Types.” It is good design, because of the overall look

and feel of the ad, the engaging imagery and clever copy to explain the concept. The Pantene advertisements show a man with unattractive woman’s hair. The extremely small copy reads “Behind a great man is always a woman who uses a great shampoo.” This is bad design. It is not as visually appealing or creative and does not show hair that anyone would want, which misses the mark for selling the product.


Pantene Designer: MatosGrey, Sao Paulo Brazil Released: 2008 Copy: “Behind a great man is always a woman who uses great shampoo.”


make it






Five Gum Designer: BAKER Design Released: 2007


BAD DESIGN Think Gum Released: 2007

The split between good and bad design is seeingly obvious. Both Think and Five Gum were started in 2007, however the results from each have been completely opposite. Five, designed by BAKER design firm, received the most sales and most recognition Wrigley has ever seen in their gum sales. The sleek black texture, intriguing packaging, and techy young and progressive voice throughout the whole brand perfectly attracts the goal demographic; while Think Gum shared the same goal demographic, they received less than one percent of the sales Five had, their packing is

aesthetically revolting and website is difficult to navigate, not to add especially text heavy. The designer/s, if there even was one, is unknown. Though the intentions of both brands were the same: to attract a young progressive and forward audience. Five exceeds expectations with its subtle color palette with pops of intense color and energy, while Think disappoints with a stark boring color palette and a logo pulled from clip art. The success of Five over Think Gum is clear not only aesthetically but in history and sales of each brand.




Kaweka Food Co. Designer: Brother Design Released: 2013, New Zealand


Kaweka Food Co. makes pre-made meals for one in New Zealand. Prior to Kaweka’s new brand facelift designed by Brother Design, Kaweka’s packaging was very unappetizing and unexciting to look at. The colors are very dull, the use of many script faces is overwhelming, and it seems to be that the most important element of the packaging design is the fact that the meal is “for 1.” Luckily, Brother Design (based in New Zealand) rebranded Kaweka and gave the frozen food line a clean, modern look. The use of script in the rebrand is one that works really well - it is a handwritten face that brings personality and a story to the packaging design. The food looks much more appetizing than it did before, which is also a plus for the new packaging. Overall, Brother Design made a very unnoticable, badly designed brand one that now stands out in the market’s shelves.


Kaweka Food Co. Designer: Kaweka Food Co. Released: 2010, New Zealand



Communication is a big tool when it comes to designing. If a designer does not communicate the benefit of their product then the product itself may not be successful on the market. When the product or brand’s benefit is communicated clearly and effectively, it is called good design. In this particular case we are presented with two furniture ads. One being an Ikea ad and the other from a company called Art Form. The Ikea ad is considered good design because it shows us that the customers do not have to assemble the furniture themselves, but that instead, the assembly process is already done for them. Contrarily, the Art of Form ad is considered bad design because with it shows nature, spring, and a foam coach. It is unclear and overwhelming with visuals so the audience is not sure whether the company is selling scent, comfortability or something entirely different. The type on the ad states “when nature meets form” which is also does not communicate anything beneficial about the product.


IKEA Ad Agency: DDB Tribal, Germany Creative Director: Djik Ouchijan Released: 2013



Art of Foam Released: April 2011, Egypt



These two advertisements, though treated very differently, are both for gyms. The good ad shows both a man and a woman shedding their “fat winter bodies” with the tagline “Put away your winter clothes”. This ad communicates clearly while advertising to both genders, but speaks to neither in an offensive way. The next ad does just the opposite. This bad ad shows a woman who is already physically fit wrapping forward to use his muscular arms and open her 56

her arms around a man’s body as he reaches bottle of wine with a corkscrew, the tagline reads “live independently”. The representation is not necessarily geared towards promoting muscular builds or healthy living, but instead reinforces the stigma that women inherently rely on men, and for something as easy as opening a bottle or a jar, which should have been easy enough for a woman of her build to have done on her own.


Gold’s Gym Ad Agency: DDB Released: 2008, Peru


Villa Olimpica Gym: “Be Independent” Agency: Agencia Mood Released: 2011, Brazil



Mars’ Marketing Code states that people can make informed choices about sensible snack consumption based on the process the snack is created. They apply their Marketing Code to all advertising and communications, if this is so than why does Twix’s website design communicate an idea of process so much more effectively than Milkyway? As you view the Twix website they have used a combination of color, image, and vertical orientation to show the story of their product and their marketing code. The right Twix left Twix campaign was a clear idea and made communicating it through design much more successful, while the Milkyway website doesn’t communicate any idea and only provides basic information about their product. Milkway was unsuccessful in showing how their product is made and how that changes the experience of eating the candy. Twix’s design is better because production and design consistency is carried throughout the website.


TWIX Website Agency: BBDO Creative Director: Chris Beresford Hill Chief Creative Officer: David Lubaris Released: United States, 2012



Milkyway Website Agency: DDB Creative Director: Chuck Rachford Chied Creative Officer: Evan Paterson Released: United States, 2012




BMW Agency: Serviceplan Campaign Released: Germany, 2008


The BMW advertisement is a good design concept because not only does it convey the message of don’t drink and drive, but it also appeals to the pathos of the audience. Also, BMW does this with simple aesthetics and vivid photography. Unfortunately, the Volkswagen advertisement, which is also a don’t drink and drive campaign, does not convey the right message until you read the copy. Even after reading the copy, you still are left with the confusion of what the image is trying to convey, which could have been rendered with a little more thought. Overall, the concept for the BMW advertisement is far more intriguing than the overdone and overused concept of the Volkwagen advertisement.


Volkswagen Agency: DMG Beijing Chied Creative Officer: Dan Mintz Released: Beijing, 2009



Agency: BLT Communications LLC. Released: North America & United Kingdom, 2012

The Ignition print poster is standard fare for action film posters: it features the cast, posed as their characters. The poster fails to say anything about the movie, besides that it is a western starring Jamie Foxx. It is hard to even get a feel for the characters, as imposing red titles are stamped over them, hiding significant character detail. The film poster by BLT focuses not on the cast, but the story of the film. The chain is a dominant image and symbol in both the poster and film, and it leads the viewer’s eye down to see that it is broken by the two men shown below it. The design is reminiscent of Saul Bass and is certainly more artistic in approach, which speaks to the Tarantino fan base more than the generic action poster would.



Agency: Ignition Print Released: North America & United Kingdom, 2012



The advertisements both compare themselves to other companies to make the cause more relatable and attempt to retain ethos. In an attempt by both advertisements to create awareness to change the social norm, the ad for the Fundacion Par is trying to insinuate that handicap people are more deserving than another foundation is, whereas the National Congress of American Indians wants to prove the point that the existing Cleveland baseball team is offensive to them. There are a few instances where it is acceptable to potentially offend another institution and the American Indian’s ad is greatly clever and successful where the handicap ad is not. The National Congress 64

of American Indians has no intention to offend anybody but is trying to appeal to people by illustrating if their own nationality was morphed into an offensive mascot that will further harm the progress of racial equality. The Fundacion Par is not creating a fair comparison between another foundation in order to promote their cause. Visually, the bad design is busy, it uses many typefaces inconsistently, and uses a tagline that does not creatively add to the visual, it simply describes the picture. The good design is simplified to its purest form, it has a striking clear image, although there is no headline, using the name of the organization clarifies the purpose of the visuals.


Art Director: Susanne Macarelli Creative Director: Sal Devito Released: April 2001


Advertising Agency: Mccann Erickson Argentina Chief Creative Director: Sebastián Castañeda Creative Director: Pancho Esposito




Bahamas Logo Brand Agency: Duffy & Partners


For me the Bahamas logo is a good one. The Bahamas is not a single island, but an archipelago of over 700 individual islands. Duffy visualized the characteristic and designed a unique logo mark that helps identify each major island set. Each colored icon represents an island and their placement defines them as a whole archipelago, while adding an organic, tropical, Caribbean feel. On the Contrary to the Bahamas logo, I believe that the Bermuda logo is bad because it does not portray a lot of what the island is. Fuseideas and the Bermuda Department of Tourism believes that the logo communicates “ A fresh and exciting way of showing that Bermuda is a breathtaking island with natural beauty, but also a nearby, culturally rich, history-infused escape with a variety of things to see, do and enjoy in all seasons, 12 months of the year.� I think that they did not accomplish what they wanted their logo to show. I don’t mind that it is only typographically driven, but I think that they did not add the necessary elements that define the island characteristics.


Bermuda Logo Brand Agency: North American Advertisement Agency



GOOD DESIGN Packaging System Design by: Pentagram Illustrations by: Christoph Niemann Released: July 2012



Nuts Online Packaging System Released: 1999 is a family owned online nut company that sells over 2,000 nut products. The previous brand was generic, bland, and lacked hierarchy and consistency in typography. The packages look similar to any other nut brand and have no real personality. The new branding capitalizes on the fun and friendly character of the brand with handwritten typography

and illustrations and bright, attractive colors. Each of the four nut illustrations represents the personalities of the four family men involved in the business. The new branding has a cohesive and recognizable personality that sets it apart from other nut retailers and captures their friendly and nutty voice. 69


is formally dynamic, memorable, intuitive, 70

and even




Evian Plastic Bottle Design Agency: Danone Group, France Released: 2012

In 2005, Landor Paris designed the Evian bottle (far right) to be sold. The bottle is not functional as it is made of thick glass and is an odd size for carrying or travel and also has two lids. This bottle may be aesthetically pleasing, but since water bottles are intended for “on-the-go�, this bottle does not possess any functionality and is therefore bad design. The plastic bottle (left) however is much more sleek, making it more functional for travel and carrying. The thin plastic also has a much smaller carbon footprint making the bottle more sustainable and 100% recyclable.



Evian Glass Bottle Designed by: Landor, France Released: 2005




U by Kotex Ad and Packaging Ad Agency: Ogilvy Released: United States, 2013


Feminine product packaging is generally boring. Being a commodity product, brands need to distinguish themselves to attract consumers. Unfortunately Always missed the mark. Always’ packaging is very monochromatic, using only the color green. It is not very attractive or eye catching and women would probably miss it on the shelf. The actual packaging itself is a plastic wrapped product that is not very durable. The ad that goes along with the product is equally boring. The headline “Works like Magic” is been overused and has been done too many times before. The photo in the ad is not creative and very cheesy. Demonstrating how the product performs on the package was unappealing. No one wants to see what a feminine product does, especially in a print ad. In contrast, U by Kotex’s packaging is sleek and simple. The use of black makes the product more edgy and new since there are not any other feminine products that are black. The advertisement that goes with the product is clever. The copy is bold and funny which gives consumers a smile.


Always Ad and Packaging Ad Agency: Digitas USA, Boston Released: United States, 2013



Moms Demand Action For Gun Sense In America Ad Campaign Ad Agency: GREY, Toronto, Canada Creative Director: Patrick Scissons Released: 2013

These two advertising campaigns are against gun violence in America. The campaign done by Moms Demand Action For Gun Sense In America (left) has a very thought provoking concept that immediately grabs the viewer’s attention. By creating shock value with an image of a child holding a gun and comparing it to an object that seems harmless, they successfully got the message across. The Illinois Council Against Handgun Violence (right) uses a more humorous approach, which is not appropriate for such a serious topic. The art direction for these ads was also done in an inappropriate way by having children smiling while wearing bulletproof vests, which are not very noticeable until you read the copy. This campaign was meant to suggest the problem of gun violence among kids, but instead looks and sounds like a clothing advertisement. It includes way too much copy and therefore doesn’t get the point across as directly or successfully as the campaign done by Moms Demand Action For Gun Sense In America.



Illinois Council Against Handgun Violence Ad Agency: Y&R Chicago Released: United States, 2010



Oceana Awareness Campaign Agency: Oceana in house Released: 2011



Pepsi Awareness Campaign Agency: PepsiCo in house Released: 2010

After the BP Oil Spill off of the Gulf Coast, many people felt like they wanted to reach out and help the environment. Oceana, a nonprofit that focuses on ocean conservation, caught the viewer’s attention with a great emotional headline and strong imagery. By making the crisis closer to home, they made people think twice about offshore drilling and gained a lot of donations to help the cleanup. In contrast, Pepsi ran an awareness campaign for the same cause as a part of their Pepsi Refresh social media and online advertising campaign. They solely used their typical branding and failed to stand out among other campaigns. The Pepsi campaign was unsuccessful in raising funds and in promoting their product.



GOOD DESIGN Oreo Agency: Pixona Released: Egypt


Oreo cookies have become an icon in the dessert industry around the world leading their advertisements with the famous tagline “Milk’s favorite cookie.” Clearly, Chinese design firm Cheil Worldwide pushed the saying a bit too far pairing an infant nursing with an Oreo cookie held tight in his little hand. The ad is entirely inappropriate for it’s targeted consumer, and

the message becomes unclear – this is not a product for babies. On the contrary, when Oreo was introduced in Egypt, an American design firm released a simplistic advertisement of a glass of milk leaning towards the cookies, as if the attraction to be with each other is too strong for gravitational laws – a true smile in the mind.


Oreo Agency: Cheil Worldwide Released: South Korea




Whole Foods Market Released: 2013


BAD DESIGN Fairway Market Released: 2013

Both Whole Foods and Fairway markets are known for their wide variety of choices and plentiful organic food sections. On the surface, these two largely popular super markets seem extremely similar, however their website designs vary dramatically. Whole Foods promotes their brand with clean lines, textured backgrounds and high contrast photographs. Their site is informative, interactive, and appealing to online visitors. Their website clearly defines what they hope their customers will get out of the Whole Foods super market experience. Fairway, on the other hand, promotes these same values but lacks the ability to visually communicate them on their website. Contrasting to Whole Foods, Fairways site shows an overwhelming amount of small images cramped on the screen. This lack of concept comes from the many online ads along with a navigation bar typeface that is hard to read.




Dr. Pepper Ad Agency: Dr. Pepper Snapple group Released: 2011


A picture is worth a thousand words, especially when the words along with it don’t say what they should. The Dr. Pepper Snapple Group came out with their Dr. Pepper 10 “not for women” ad campaign to get men to finally drink diet drinks. Both directions of ads ran at the same time, but both had different effects. With copy being important to design, the specific ad stating that it was not for women and proceeding with a commercial including all things girls “wouldn’t

like”. The well designed copy on the second go at the commercial simply states that the drink is “what guys want”. With this simple change of wording the exact same campaign continued it’s high ratings, but brought back their female audience. By stating that Dr. Pepper 10 was not for women (four simple words), the entire campaign lost their female audience ages 19-40. So few words can change so much.


Dr. Pepper Ad Agency: Dr. Pepper Snapple group Released: 2011



Tropicana went through a re-brand in 2009 and customers were outranged. The new design had failed and did not last in stores. It failed because it lacked the communications the original had. The new designers got rid of the iconic image of the straw in the orange, communicating that their product was the most fresh and came straight from the orange. What replaced this iconic image was a glass of orange juice, which lost all communication of Tropicana being a fresh orange juice product. The only part of the re-brand that got a little positive feedback was the cap, which they changed to be in the shape of half an orange with a graphic of a leaf on the carton. Due to the fact that many were outraged, and sales dropped 20% after the re-brand, Tropicana decided to go back to their old look, bringing back the iconic image of the straw in the orange.


Tropicana Original Brand Agency: Sterling Brands Designed: 1950



Tropicana Re-Brand Designed: 2009



Britain’s Advertising Standards Authority banned this Italian ice cream ad featuring a pregnant nun, saying it is offensive to Catholics. The magazine ad for ice cream maker Antonio Federici showed the nun eating a tub of ice cream, with text that read: “Immaculately conceived ... Ice cream is our religion.” A representative of Antonio Federici said the ad aimed to gently satirize religion. While one agency took a satirical religious approach to their advertisements, an agency in Taiwan took a more subtle, light-hearted religious approach. This advertisement uses the product in it’s own advertisement to resemble an angelic view from above. At the bottom of the advertisement, the tagline reads “heavenly.” By using the unique ingredients of this flavor ”Cookies & Cream”, this ad illustrates the clouds to imply the wonderful taste experience just like being in heaven. Sometimes a simple clever image is all it takes.


Haagen Daz Ad Agency: Bates Taiwan Creative Director: Jimmy Wang & Christine Yu Released: Taiwan, 2010



Antonio Federici Ice Cream Ad Agency: Contrast Creative, Manchester, UK Creative Director: Matt O’Connor Released: United Kingdom, July 2010



Although they both have similar markets, the advertisement concepts for Izze and Jones soda are completely different. Done by Vermilion, the Izze print ad ran in a variety of American Magazines in October of 2009 including Entertainment Weekly, GQ, Instyle, and People. This is an example of good design because the interesting image of the fruit trapped inside of the bottle coincides with the copy to convey the brand message of natural goodness. On the other hand, the print advertisement for Jones Soda is an example of bad design, with imagery of race stereotypes and the tagline “Inappropriately Good.� Done by DDB in early 2013, the ad was approved by Foodtrendz, the distributor of the drink in New Zealand, to launch the soda down under. The ad does not convey the message of the brand and is just downright offensive.


IZZE Ad Agency: Vermillion Released: United States, 2009



Jones Soda Ad Agency: DDB Released: New Zealand, 2013


SEDUCE the eye,


ADDRESS the intelligence.




Billboard Magazine Cover: Pentagram Released: August 2013

Billboard Magazine’s Rebrand took their old cluttered and generic cover and remodeled it into a sleeker and more conceptual design. Removing excess type and the expected celebrity shot, allowed Billboard to art direct their imagery and make for a more aesthetically pleasing cover. This new look inspired their brand to change its masthead to bold and lowercase, which only helps to further push the brand to become more cohesive and design focused. Thanks to the good design of this new rebrand, Billboard’s overall look and feel allows this brand to stand out from its competitors and be a notable piece of design.



Billboard Magazine Cover: Jim Parkinson Released: Britain, 1963




Lay’s Sensations Premium Potato Chips Agency: BBDO, Athens, Greece Creative Director: Theodossis Papanikolaou Copywriter: Christina Katsantoni Art Director: Anna Androniadou These two advertising campaigns for chips employ vastly different design techniques making one a good design and one bad. Eden’s wasabi chips illustrate that they “wake you up with every bite” but their tactic is a bit off. These pictures are disturbing and highly unappetizing with a hand coming out of the consumer’s face. This does not make consumers want to eat the chips they are selling. Lay’s uses a different design idea and makes their potato the focal point rather than the consumer. They show each potato being “seductively irresistible” dressed or put in a situation with the flavor of chip it is representing. Both campaigns have one main focal point but the way the companies highlight their product drastically changes the effectiveness of their advertising campaign.



Eden Wasabi Chips Client: Four Seasons Market Pte Ltd Agency: Grey Signapore Creative Directors: Koh Hwee Peng, Justin Lim Art Directors: Peng Peng, Koh Hwee Peng, Elsa Peck Copywriters: Liew Ling-Hwei, Justin Lim Photographer: Ric Tang, Shutter Bug Retouching: Evan Lim, Magic 3




Brooks Photographer: David Clugston Released: 2010 A strong and affective advertisement should connect and relate a message to the consumer. The advertisement for Pearl Izumi’s sneakers presents a very negative message that is difficult to understand. Presenting a dead dog in a running advertisement is not only a confusing image but an offensive image as well because a large number of runners run with their dog. The advertisement for Brooks sneakers conveys a more positive concept and gets the message across directly to the consumer. It is marketing a positive aspect of the sneakers to a group of consumers that could understand and relate to the message that the advertisement is sending. The Brooks advertisement shows that there are clever, yet positive, ways to get this message across.



Pearl Izumi Ran in: Canadian Running Magazine Released: 2013




Zico Organic Coconut Water Ad Agency: ViroDesignLab Creative Director: Mary Beth Rampolla Released: 2009


Zico and Natures Factor Organic Coconut water are both very popular coconut beverages. Zico was by ViroDesignLab out of California. Zico has two sleek and minimal packaging alternatives that are very pleasing to the eye. The color scheme and typography are clean and communicate what is necessary. Edward and Sons manufactured nature Factor’s Organic Coconut Water. It uses many different colors and typefaces that

do not coincide with what the product is. All of the unnecessary elements provide nothing but noise to the design. Also, the can design is outdated and does not evoke the natural aspect of the coconut water like the Zico packaging does with the shape and the materials used to construct it. Zico’s design is much more successful and even received BevNet’s Packaging of the Year award.


Natures Factor Organic Coconut Water Ad Agency: Edward and Sons In House Design Team




Beans and Beyond Extra Strong Coffee Ad Agency: JWT Mumbai, India Creative Directors: Tista Sen, Nandita Chalam Art Director: Monica Parag Patil Released: December 2009 Millstone Coffee’s advertisement is a prime example of bad advertising because Millstone has completely forgotten about its consumer. The advertisement, featuring TV’s “Iron Chef-Japanese” wrapped in a sushi roll, does not communicate coffee to its viewers at all, nor is it by any means related to coffee. This only confuses consumers who will in turn not understand what they are supposed to learn about Millstone’s coffee. The Extra Strong Coffee advertisment is an example of good design because, while still being conceptual, it clearly depicts the benefit of the coffee. By showing a wide-eyed owl, it shows that it keeps you wide-awake, and clearly communicates to consumers.



Millstone Coffee Agency: D’Arcy Inc. in NYC




Original iCal Designer: Jean-Marie Hullot Released: Paris, France in 2002

Few aspects of Mac OS X Lion have sparked more negative reactions than the changes made to iCal, Apple’s bundled calendar application. Features such as color coordinating and manually being able to set event lengths have been stripped away in the new version of iCal for a more “user-friendly” and “simple-minded” experience. In reality, the behavior of the program has been altered in ways that can irk even the most occasional iCal users.



New iCal Designer: Jean-Marie Hullot Released: Paris, France in 2013




Ford Fusion. “The City is in your hands” Ad Agency: Ogilvy + Mather. Rome, Italy Creative Director: Elisa Pazi Art Director: Sara Gnidoni Released: May 2008


The Ford Fusion ad is an example of good design because the headline “The City is in Your Hands” is displayed clearly and effectively. It illustrates one big idea in a simple manner while the ad for Skoda does the opposite. The Skoda advertisement is an example of

bad design because it does not show a clear concept. The headline “Love it on the Rocks” does not make sense with the visuals shown. There are too many different ideas from polar bears to alcohol, which have nothing to do with the vehicle.


The Skoda Ad. “Love it on the Rocks” Advertising Agency: Cayenne Milan, Italy Creative Directors: Giandomenico Puglisi, Stefano Tumiatti Art Director: Fillippo Rieder Photographer: Garrigosa Studio Released: October 2009 107



HIV AIDS Campaign Agency: McCann Worldgroup Art Director: Jyrki Poutanen Released: December 2012



Keep a Child Alive Campaign Agency: TBWA\Chiat\Day Creative Director: Lisa Topol Released: December 2010 The bad design was a campaign started in 2010 for World Aids Dayit by Alicia Key’s charity “Keep a Child Alive”. There are at least ten other ones featuring other celebrities such as Kim Kardashian and Justin Timberlake, but they don’t communicate the right message. People don’t usually stop to read the fine print, so instead of reading about reviving these celebrities’ twitter accounts, we only read that they are “dead.” The good design is a campaign designed by McCann World Group Helsinki in Finland. It was intended to show up on Facebook, and it launched in 2012. This advertisement was more effective because it compared the aspect of sexual connections to social media connections. It is more straightforward with its clever headline and the only fine print reads “use condoms,” which is still relevant to the campaign.




Mio Liquid Enhancer Agency: Landor Released: 2011 IMio engages its audience with an attention grabbing package design that emphasizes its flavor enhancing abilities. The information hierarchy is clear and precise. The brand’s logo “M” on the front of the package clearly communicates that it will add flavor and flare to ordinary water. The brand consistency between each flavor is consistent yet engaging. It would definitely stand out against any of its competitors as a reputable and effective product. On the other hand, the Great Value liquid enhancer, has no consistent eye catching element within the design that will entice a shopper to buy it. In the


Great Value Package, the water image in the background flowing into other water does not clearly communicate its use as a liquid enhancer. It has the possibility of resembling that of a juice or drink. The overall look of the package is very outdated for the emerging and profitable market of water enhancers in the beverage scene. In addition, the hierarchy of the information is not effective. The first thing that stands out is the brand name itself, and one of the last things that someone would read is the description of “Drink Enhancer.”


Great Value Drink Enhancer Agency: Conagra Foods, Inc. (In-House) Released: 2012



These book covers both use photographic illustrations of rubber bands. The cover for Resistance is a more effective use of the idea a rubber band because the cover creates the illusion that there are multiple rubber bands wrapped around the book. This clearly carries out the idea of resistance. It is almost as if the book itself refuses to be opened by a viewer, thus making it more enticing to open and read the stories of people resisting the mainstream. The idea of the rubber band does not seem intriguing nor related in the cover design of The Brainstorm.


Resistance Designer: Gabriele Wilson Photographer: Geoff Spear Released: June 14, 2005



The Brainstorm Publisher: Jonathan Cape Released: England, 2007




El Colombiano Road Safety Awareness Campaign Advertising Agency: DDB Medellín, Colombia Chief Creative Officer: RodrigoBolívar Creative Director: Marco Muñoz Copywriter: Juan David Arboleda Art Director: Mauricio Cortés Released: 2011


Both of these advertising campaigns demonstrate the dangers of texting while driving. The bad design was part of a two-phase print advertisement that launched in Canada starting in 2013 by ‘RED the Agency’ design firm. This campaign was a series of print advertisements and radio ads all with the bold statement, “crotches kill”. The language used in this advertisement makes the topic of texting and driving come across as a light topic. Although the headline

may be an attention grabber, it does so in all the wrong ways. The good design is a campaign launched in 2011 in both South America and the United States. The campaign consisted of billboards and street advertisements. This ad communicates the message to the audience through clever imagery of an iPhone unlock button that shows two vehicles about to collide. This is a powerful image that shows what can happen when people text and drive.


You Are The Cure Campaign Agency: RED the Agency Creative Directors: Ryan Kelly & Dennis Lenarduzzi Art Director: Regan Fraser Released: Canada, 2013




Global Coalition for Peace Poster Organization: Big Ant International Released: 2009

This anti war guerilla ad campaign is an example of good design that utilizes its positioning on a common building structure to communicate a very simple but brilliant concept. The result is an unexpected connection of the weapon-deployer to his own weapon. The headline “What goes around comes around,” split on either end of the poster, perfectly supports the imagery, the intended anti war message, and the shape of the column it’s on. The other anti war poster ad is an example of bad design because it unnecessarily correlates Apple to the Abu Ghraib incident. Any number of shock techniques could have been implemented to draw attention to the treachery of war, and not have implied that Apple was somehow involved. This propaganda poster was plastered amongst whole walls of actual iPod posters in big cities, and was therefore either lost in its similarity, or further associated as a critique on Apple. Additionally, the wording at the bottom of the poster states that Iraqis are the only ones being ‘killed,’ and that U.S. soldiers are merely ‘dead.’



iRaq Poster Agency: Forkscrew Graphics Released: Los Angeles, 2004




Anti-Smoking Campaign Released: 2011


These two print advertisements utilize sex to convey their anti-smoking message. The two try to bring humor to their ads but the good ad does this more successfully than the bad. In the good ad, the metaphor of a man who is unable to perform sexually is utilized as a tool of humor. What makes it successful is that it uses the humorous image of a limp smoldered cigarette along with the message driving tagline of “Smoking can affect your SEX life.” It is simple, it is

funny, and it highlights a different negative side affect of smoking.The Second advertisement is not as successful because its imagery is ambiguous. It hints that there were two people in a bed and now all that is left is a smoldering arm holding a smoldering cigarette. The tagline that is barely visible reads, “Cigarettes smoke people.” The ad does not communicate an anti-smoking message clearly or effectively.


Anti-Smoking Campaign Agency: Bleublancrouge Released: Canada, 2009



A LOT OF UGLY in the world, and



brings light to the darkness. 121



Miller, Taylor 94-95

Accorso, Natalie 18-19

Fernandez, Natalia 66-67

Mitchell, Ariadne 96-97


Aleixo, Kasey 38-39

Francella, Kelsey 90-91

Morici, Kristen 98-99

*Stone, Samantha 52-53

Anderau, Thomas 40-41

Free, Rachel 28-29

Morneweck, Kaitlyn 100-101

Strouse, Brandon 22-23




Rosa, Emily 116-117

SzeTo, Tik 6-7

Barleta, Roswelle 42-43

Gleitsmann, Amy 12-13

Nash, Kerri 8-9


Breidel, Katlyn 44-45

*Grant, Elizabeth 14-15

Nesbitt, Lisa 102-103

Teres, Jocelyn 10-11

*Brown, Sarah 86-87

Gulergun, Layla 32-33

Neuhof, Felicia 118-119

Tice, Kayla 46-47

Bush, Nataija 54-55



Horn, Derek 24-25


Tomkiewicz, Lucy 50-51

Perle, Alexandra 30-31


Cangiano, Justin 60-61


Pesenti, Teresa 104-105

Vail, Emily 68-69

Conley, Devin 62-63

Kesicier, Fallon 20-21

Powers, Jennifer 106-107

van der Wal, Read 80-81

Klaire, Carly 58-59

Privitera, Sarah 108-109

Visich, Emily 72-73


*Danho, Kenzie 78-79

Kurzner, Michelle 82-83

Desrosiers, Ashley 64-65


Donahue, Olivia 36-37

Little, Sophia 56-57

D’Orazio, Julia 88-89


Dudden, Jordan 34-35

Mafilios, Madeline 16-17


Quarles, Alexis 110-111


Ramirez, Liliann 112-113 Reed, Emma 114-115

Good and Bad Designs contributed by the Communications Design junior class, Problem Solving Strategies, at Syracuse University. Taught by Robert Cooney, William Padgett, and Jeff Glendenning.

*Editors of the book


Viviano, Elyse 74-75


Weitgenant, Victoria 84-85 Winkler, Alison 76-77


Good & Bad Design  
Good & Bad Design