Design Heart Talks

Design Curious - Sugarsole

Occasionally you come across a piece of design that leaves you wondering how it came about; The design process, the relationship between designer & client and who made the call on the final design?

Sometimes the curiosity stems from the design being mind blowingly good. That you wonder how that equation of elements came together so perfectly… But sometimes sadly the curiosity comes from a design being a little shocking for one bad reason or another.

Sugarsole branding is unfortunately in the latter category. When I look at this branding all I see is a misspelled explicit word, with poor use of colour and an unfortunate tag line in pair.

In a generation of texting and abbreviated text, this is a major oversight. We have become conditioned to understanding and interpreting words regardless of how it is spelt. The use of colours is to blame for the focus being on the end of the word. Had the o not been highlighted maybe this word would not be a problem.

But it isn’t however the only problem. The tag line again has a word highlighted, however this time the word is too pale to be legible. Put together the visible part of the tag line with the explicit word and it is mind blowingly bad.

How did this happen? Were the client & designers too involved in the work to notice? Were the designers pressured to take the design to this result by the client?…so many questions???

The fact this design is featured on the home page of the designers website makes me lean towards the idea that nobody noticed. They may have been too involved in the project and could have benefited from some time out…