ART 1301 Columbia Southern University Graphic Design of Butter Brands Discussion


InstructionsFor this assignment, select five objects from your home that have graphic design elements on them. For example, you could select five food products, five consumer product packages, or five articles of clothing with different branding on them. Take a photograph of the five objects, and answer the following questions. Please write in complete sentences.Insert the photograph of the five objects.How is the graphic design similar on the five objects?How is the graphic design different on the five objects?Select the object with your favorite design, and answer the following questions:
What draws your eye to this object?What symbols are used on the object? If symbols are not used, you can state that “No symbols are used.”What do you believe this object’s brand is trying to convey?Select the object with your least favorite design, and answer the following questions.
What do you like least about the design?Do you think a change in the typeface or layout would improve the design? If so, what would you change in the design to make it more visually appealing to you?Your response must be at least two pages in length. APA Style will not be required for this assignment.
Make a short list of all the graphic design encounters that you experience daily. Identify the designs you thought were most effective. Discuss how these designs were persuasive and visually captivating by pointing out specific visual information such as color, type, design, etc. You can also identify unsuccessful designs and describe the ineffective qualities.Your journal entry must be at least 200 words in length. No references or citations are necessary.

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Graphic Design
Course Learning Outcomes for Unit VII
Upon completion of this unit, students should be able to:
2. Explain the characteristics of two-dimensional works of art.
2.1 Describe the characteristics of graphic design.
3. Examine two-dimensional works of art using the application of media, techniques, and processes.
3.1 Analyze graphic design used on objects found around your home.
Learning Outcomes
Learning Activity
Unit Lesson
Chapter 10
Video: A Conversation with Debbie Millman: Conversations with Giants
(Segment 1)
Unit VII Scholarly Activity
Unit Lesson
Chapter 10
Unit VII Scholarly Activity
Required Unit Resources
Chapter 10: Graphic Design
In order to access the following resource, click the link below.
Epsilon. (Producer). (2018, August 31). A conversation with Debbie Millman: Conversations with giants
(Segment 1 of 8) [Video file]. Retrieved from
The transcript for this video can be found by clicking on “Transcript” in the gray bar at the top of the video in
the Films on Demand database.
Unit Lesson
In this unit, we will focus on graphic design. As the book mentions, graphic design is different than other twodimensional artwork that we have studied so far because graphic design limits and even sways the viewer’s
interpretation of the work because it is trying to convey a clear and easy-to-understand message to the
Imagine you are at the grocery store in the cereal aisle deciding on which box of cereal you want to buy.
There are boxes upon boxes, but you finally decide to get Kellogg’s Corn Flakes. Within the Corn Flakes,
there are four different brands of Corn Flakes. Which one do you choose? The logo, copy, and images on one
box might sway you to buy one brand of corn flakes over another. One brand might stress affordability while
another might stress organic ingredients. One might look sleeker while another looks old fashioned. Graphic
designers take all of this in consideration when designing the packaging for cereal as well as other products.
For this unit’s homework assignment, you are to locate five objects in your home with a graphic design on
them to compare them to one another. Your five objects can be five baseball cards, pens, or food items for
example. For this unit lesson example, we are going to look at five tea bags.
ART 1301, Art Appreciation I
First, let’s looks at the similarities and differences in the tea bags. How are all the bags similar? For starters,
the bags are square in shape, open at the top, and have color in their design. They also prominently display
the company’s logo on the top and name of the tea below. This helps you to easily identify the brand and the
type of tea you will be drinking.
Now, let’s look at the tea bag differences. The Pukka, Tazo, and Trader’s Joe’s use what is considered flat
design as the elements on the bag are pure colors and do not have dimension. You can see this in the wave
on the bottom of the Tazo bag that is a flat purple shape. In contrast, the Twining’s and Traditional Medicinals
bags use gradients and shadow to create depth. You can see the depth especially in the flowers on the
Traditional Medicinals bag and the lemon and ginger. The pictures also help the consumer understand what is
inside, especially for the Twining’s package. You can just look at the picture and know to grab that package
for lemon and ginger rather than reading the text. What other packages can you think of where you see an
image of the flavor on the outside as well? Candy lollipops or frozen popsicles are a couple of examples.
The Twining’s and Traditional Medicinals bags also use more colors than the other bags with four colors
each. The other bags use three colors in their designs. The Traditional Medicinals and Trader Joe’s bags are
similar in that they use the different shades of the same color in their designs. Traditional Medicinals uses
shades of blue and Trader Joe’s employs shades of brown. Pukka uses a bright orange background;
whereas, Trader Joe’s uses a darker brown cooler. This may be because Trader Joe’s packaging is for their
Well Rested Herbal Tea. The darker colors may have been used to evoke a sense of calm. The Pukka
contains tea that is three ginger flavor, and, on the package, you can read a description of the tea, which
provokes warmth. The orange color with brown lines might also be used to evoke a sense of warmth and
spice. The Twining’s packaging is yellow to go along with its lemon flavoring. It is interesting that both the
Twining’s and Traditional Medicinals’s logos are in circular shapes with light tan backgrounds and black
borders. Trader’s Joe’s logo is also in a shape; whereas, the Pukka and Tazo logos are not. Their logos are
just placed on the solid background color of the packaging.
Moving on to the typography used on the packages, how are the fonts similar and different? The Pukka and
Tazo bags use what is considered cleaner design. If you look as their logos, they use sans serif font. Sans
serif fonts are those without the flags on them. Sans serif fonts are considered modern and cleaner by
designers since they do not have the extra flags on each letter. Twining’s uses what could be a fancier font.
This is probably because Twining’s is an older company founded in 1706 in London (“History of Twinings”,
n.d.). Pukka was founded in 2001 in Bristol, United Kingdom (“The Pukka Beginnings”, n.d.). Tazo was
founded in 1994 in Portland, Oregon (“Tazo Tea History and Varieties”, n.d.), Traditional Medicinals in 1974 in
California (Traditional Medicinals, n.d.) and Trader Joes in 1958 in Pasadena, California (Trader Joes, n.d.).
The history and age of the company is something to keep in mind with the design of the packaging. For
example, Tazo was acquired by Starbucks in 1999 (New York Times, 1999). The Tazo bags used to look
more unique, but now have a more simplified corporate look that fits in with the Starbucks brand. Tazo was
sold to another company in 2017, but its packaging still has remnants of the Starbucks branding (Meyer,
2017). The following table is a further breakdown of the graphic design used in each of the tea bags.
ART 1301, Art Appreciation I
Table 1 Examples of Tea Bags
If you go to Pukka tea’s website, you will find that
Pukka’s company mission is about using plants to
create a more conscious life (“The Pukka
Beginnings”, n.d.). That might be why the packaging
has an airy feeling with all the blank space. The
lettering is also lowercase which gives the package
a more informal feel. Also, on their website, it
explains that Pukka comes from a Hindi word
meaning authentic and genuine. The dark brown
frame maybe emulating mehndi design. Mehndi
design is the art of applying henna to the body to
create geometric or intricate line designs (“What is
Mehndi?”, n.d.). The swirls on the first K may be in
place to give more of a natural feel, like a tree with
branches or may also be emulating mehndi design
as well.
In contrast to Pukka, Twining’s has been around for
300 years (“History of Twinings”, n.d.). You can see
through Twining’s packaging the company is trying
to convey its age and experience in the tea industry.
The logo we see is the same as the original logo.
Also, hints of gold are used in the background of the
logo to convey elegance. The text “Of London” as
well as the date and location are below the logo to
further establish the age of the brand. Also, unlike
the Pukka bag, instead of the exact weight, only “1
tea bag” is listed. This shows that they are an
established brand so they do not have to be precise.
ART 1301, Art Appreciation I
Next is the Tazo packaging. Since Tazo was
purchased by Starbucks in 1999, we can see how
the font, layout, and colors on the tea bag are like
what is found on the side of this Starbucks’ cup
(New York Times, 1999). Notice how both use
vertical text with bold. Both also use white
backgrounds with one highlighting color and black
font. You can also see how the wave on the tea bag
and lady on the cup are done in a similar geometric
Like Pukka, Traditional Medicinals’s company motto
promotes sustainability, ingredient purity, and social
and environmental activism. That might be why
there are flowers on the packaging. The cup with
the stars might symbolize ingredient purity. The
company stresses that the tea is organic by having
it listed below the logo and having the USDA
Organic certification in the lower right corner. Notice
how this company’s packaging is much busier than
the others, and they may be presenting all the text
and information to develop credibility with the
consumer. On the top, they even list that it is tamper
evident-moisture proof. The other packages might
also be tamper evident and moisture proof but do
not mention it on the package. On the bottom, it also
mentions it is an herbal supplement. The other tea
brands do not stress that they are a supplement.
This claim helps the company stress that maybe
their tea provides health benefits.
ART 1301, Art Appreciation I
Last, we have Trader Joe’s tea. Their mission is to
provide the best food and beverage that has value
and the information needed to make the correct
buying decision. You can see that their logo is the
lightest color and what pops out first on the
packaging. The light color along with the fact that
the logo’s font is thicker and has serifs, so it stands
out from the thinner text below. This might be
because they first want you to know this is their tea
followed second by the kind of tea. They also might
have thought that elaborate packaging is not
needed since it is a part of a larger collection of
products within their store and they would rather
have the consumer understand what they are
buying. They also might want to project affordability
by using simple design.
As you see through these examples, often the company’s mission is projected through the package and logo
design. When you work on your assignment for this unit, you might want to research the company’s mission
as that might help you give you better understanding as to what the company is trying to convey through their
graphic design to their consumer.
Getlein, M. (2020). Living with art (12th ed.). New York, NY: McGraw-Hill Education.
History of Twinings. (n.d.). Retrieved from
Meyer, Z. (2017, November 3). Starbucks sells Tazo tea brand to Unilever, focuses on Teavana instead.
Retrieved from
New York Times. (1999). Company news; Starbucks acquires Tazo, a tea retailer in Oregon. Retrieved from
Tazo Tea History and Varieties. (n.d.). Retrieved from
The Pukka Beginnings. (n.d.). Retrieved from
Trader Joes. (n.d.).Our Story. Retrieved from
Traditional Medicinals. (n.d.). Our Story. Retrieved from
What is Mehndi? (n.d.). Retrieved from
ART 1301, Art Appreciation I

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graphic design

Target Demographic

communicative brand

idiosyncratic design

conventional designs

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