Design Evaluation

Design Evaluation: Campbell's vs Progresso New England Clam Chowder

- side by side on the shelf

When I shop, the first thing I look at is cost. Fortunately I found 2 cans of soup that cost about the same per ounce. Now, I can concentrate on packaging and campaign.

From advertising campaigns, I remember that Campbell emphasizes satisfaction and taste, “Mmm Mmm Good”. Progresso tries to align it's soup with a healthy life style.

The first thing I notice is the red background of the Campbell label. It grabs my attention. The blue Progresso label background is soothing and harmonious which is consistent with a healthy life style. The white text on red background has more contrast than white text on a blue background. The taller can gets more attention. The wider can appears to contain more soup. Fortunately both have the weight of contents on the front. I would pick up and read the Campbell label first considering shape, color, and contrast.

The photo of the soup on the Progresso can looks more realistic and healthy.

Campbell's slogan, “Soup that eats like a meal”, focuses on satisfaction. Progresso's descriptions as “Quality Food” and “Gluten Free” on the front of the can and “No MSG Added”, “Gluten Free”, “No Artificial Flavors” on the side of the can focuses on health.

Both cans display nutrition information. Progresso's consistent text size and closeness of Nutrition Facts to Ingredients make it easier to research health effects.

Campbell's promotes convenience and satisfaction by including easy to read preparation instructions. Progresso 's preparation instructions may not be noticed.

Considering Design Evaluation:

If I was primarily interested in satisfaction, convenience, and packaging I would buy Campbell's Soup.

If I was primarily interested in healthy foods I would buy Progresso's Soup.

Taste Test:

I prefer the Progresso's soup to the Campbell's. I was not just tasting the potatoes like I did in the Campbell's soup. Campbell's lives up to the name that it is chunky.

contrast, balance and harmony

CONTRAST refers to the arrangement of opposite elements such as light and dark when referring to colors, rough compared to smooth when talking about textures and large or small when talking about shapes

CONTRAST refers to the arrangement of opposite elements such as light and dark when referring to colors, rough compared to smooth when talking about textures and large or small when talking about shapes

HARMONY is where all parts of an image relate to and complement each other. It can be seen through repetition and rhythm. It pulls the pieces of a visual image together. By repeating patterns in an interesting arrangement, the overall visual image can come together.

BALANCE is a psychological sense of equilibrium. It refers to the sense of distribution of visual weights that offset one another. It seems more comfortable and we find it more pleasing when the parts of the objects seem to balance out with each other.

I enjoy looking at photographs in the National Geographic magazine. I found this photograph on National Geographic's website.

I see contrast in color between the iceberg, water, and sky. The light reflection of the iceberg in the dark water is eye catching. The ripples create some texture in the water. The icebergs have distinct shapes compared to the continuous nature of the water and sky. Contrast focuses my attention to the icebergs.

The decreasing sizes of the icebergs create a sense of closeness and distance. The ice, water, and sky compliment each other. Depth perception is harmonious.

The arrangement of the icebergs is unsymmetrical but the triangular arrangement is aesthetically pleasing. There appears to be equilibrium or a calming effect, nothing disruptive.

The contrast in the photo catches my eye and creates the most interest.

 

visceral response

The following photo was taken at Lower Antelope Canyon near Page Arizona. It hangs on a wall in our house. I see the sun shining through an opening surrounded by varying shades of red rock. The yellow hues give me a feeling of warmth. The red rock is comforting, familiar, and reminds me of St. George. The dark bands in the rock create a wavy or wispy texture which provide contrast and maintain interest. The edges and shadows provide a sense of openness. I can feel the wind that created the sand dunes that eventually became rock. The intrinsic beauty is stupefying