KIB101 Visual Communication

Assessment 2 Design Document

Matthew Hunt n8496951

Tutor Jacque Prior

Product

Anxt is a wearable medical device that allows its user to control their feelings of stress or anxiety.

When the user is feeling anxious or stressed, anxt relieves those feelings quickly and easily, allowing

the user to continue their life unimpeded by debilitating anxious thoughts or feelings. Anxt is

designed to be extremely easy to use, with no technological barriers for users to climb over. This

allows for an extremely broad target audience, covering virtually anyone who suffers from anxiety.

This is reflected in the design simplicity of all design aspects, especially the advertisement and

information design. The design of anxt has been influenced by traditional wrist jewellery, as well as

more recent developments in wearable technology, and is designed to strike a harmonious balance

between these two design areas.

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Logo Analysis

The anxt logo is designed to carry not only the brand identity, but also to convey information about

what anxt allows its user to achieve, across all design areas, ranging from advertisements to

packaging.

The logo itself is composed of the letters a, n, x and t, with the stroke of the x intersecting the

background colours of black and blue. The black represents the feelings of anxiety experienced by

the user, which are often described as dark thoughts. The blue in the logo signals a change in

feelings, to ones that are clearer, happier and more serene, exactly the opposite kind of thoughts a

person with anxiety would have.

The transition between these two colours is intersected by a long continuation of one stroke of the

letter x in the logo. This thin, white line represents the immediate transition of feelings a user of anxt

would experience. The sudden transition and lack of gradient reflects the instantaneous nature of

anxt, which can be likened to the difference between night and day, something that is reflected in

the colour choices. This white line is the key part of the anxt logo, which is able to be scaled without

losing its meaning or representations, something that has been utilised in all design areas.

The logo takes influence from the Bauhaus style, whereby it is broken down into its essential

elements, has a bold and uncomplicated aesthetic, and lacks any form of ornamentation. This gives

the logo a clear simplicity, something that reflects the anxt device.

Inspiration for the logo came from several minimalistic, Bauhaus style logos, as well as some

typographical logos.

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Final Logo

Matthew Hunt. Logo for anxt: wrist device that relieves anxiety. Visual Comunication, 2014

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Logo Influences

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Sources Brookfield Multiplex, 2014. The Verge, 2013. Foxtel, 2014.

Sydney Costal Councils, 2013. Blue Recruit, 2014.

Initial Advertisement Analysis

The advertisement design needs to appeal to all consumers within the target market. As the target

market is so broad, the design of the advertisement needs to be clear and concise, with a strong

single minded proposition (SMP), in order to maximise its effectiveness. The deciphered single SMP

was that anxt relieves anxiety instantly, with no fuss.

The initial advertisement likened the SMP to a light switch. There is one part the users controls, with

only two outcomes. The light goes on, or the light goes off. This logic can be applied to anxt,

whereby the user turns the device on, relieving anxious feelings, or has the device off, enabling the

anxious feelings. The advertisement visualised this ideology by displaying a light switch with the

label anxiety, and the positions on or off. Although the initial advertisement was sound in its idea,

feedback from the client suggested that more visual work would have been of benefit. As a result,

the initial advertisement was heavily altered, retaining the SMP, but with a completely different

aesthetic, in order to integrate with the brand aesthetic as a whole, employing the same design

features as the information design and packaging.

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Initial Advertisement

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Final Advertisement Analysis

The final advertisement has been designed to carry the same SMP, but with a different execution.

Utilising the same pictograms and icons as the information design means that a single design

aesthetic is carried through all aspects of the product, as well as meaning that consumers who are

familiar with the advertisement with also be familiar with the information design and its packaging.

The ad features the anxt logo in the bottom right hand corner, with the stroke of the x again

separating the black and blue colours.

In this instance, the white stroke also separates the anxious and calm sides of the

advertisement, which feature the same two representations of people as the information design,

where one is seen with an exclamation mark over their head, indicating anxiety, whilst the other is

seen with a tick over their head, indicating that their anxiety is managed. The tag line for the

advertisement reads Turn your anxieties off, straight from your wrist, with the slogan Live with

anxt, live without angst. The advertisement employs the use of 1st level semiotics, by denoting the

name and representation of the product, as well as 2nd level semiotics, whereby the advertisements

connotes the ease of use of anxt, as well as its immediate effect. It also employs the guttenburg

theory, whereby the general pattern followed by the eyes looks at evenly distributed, homogenous

information. In this instance, the viewer looks left to right at the advertisement, reading and

interpreting the information, culminating in reading the copy in the bottom left of the

advertisement.

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Final Advertisement

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Final Advertisement Influences

The final advertisement design has been influenced by the simplicity of recent campaigns by AHM,

as well as Commonwealth Banks can campaign. These two advertisements share a level of

simplicity and brevity, something that is reflected in the advertisement for anxt. As the final

advertisement is based heavily around the information design, the two also share the same

influences.

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1 - AHM Insurance, 2013.

2 - Mumbrella, 2014.

Information Design Analysis

The information design for anxt is designed to be simple and easy to understand. Its purpose is to

convey information about how to use the device, and what effects it will have, in an easy to read,

concise and effective format. Additionally, the information design must be able to be understood by

all members of the target audience, which as mentioned, is extremely broad. The use of icons and

pictograms overcomes this barrier, and also allows for the information design, be it aspects or the

entire piece, to be scaled and used effectively across other design areas, specifically the

advertisement. The major area where the information design will feature is the packaging, as the

first thing the consumer will see upon opening the box, being a permanent piece of the packaging.

The use of icons allow for communication through reduced visual form, and also across cultural and

demographic borders, something that is important for anxt. Icons are understood quickly and easily,

allowing for minimal text to be used, and tend to carry well known significance, as long as they have

consistency in their style and design. For anxts information design, the icons used are almost

universally recognisable, yet still provide for effective communication. The icon of the person is

commonly used in various public places, the exclamation mark is present in many more languages

than English, and the shape of the speech or thought bubble is also a widely recognised icon.

These icons combine themselves into pictograms, where they form more complex meanings as a

whole than they would individually. Pictograms use illustration, and combine icons to convey ideas,

actions or instructions. In short, they tell a story. The combination of the icons used in anxts

information design come together to form a series of four pictograms. The first and last pictograms

show that the user is feeling anxious, or feeling relieved, respectively. The second pictogram

employs the use of small multiples and similarity to display a close up view of a persons wrist, using

the same shape and style as the full view person in the pictogram beforehand. The third pictogram

shows anxt with a power symbol in a thought bubble, again using the same shape and style as the

two other thought bubbles contained within the information design.

Each pictogram is supported by a small amount of copy, to clarify the instructions and meanings

contained within the pictograms. As a whole, the information design employs a number of gestalt

principles, in addition to small multiples and similarity. The laws of proximity and continuity are both

utilised. The four individual pictograms are grouped together, with a uniform amount of space

between them, in order for the mind to see them as belonging together. The pictograms also form a

pattern of continuity, so that the mind recognises a pattern or sequence, ensuring the information

design is read correctly.

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Final Information Design

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Information Design Influences

The major design influence for the information design came from IKEAs information designs and

instructions. Simple and clean, these are designed to be applicable to anyone who purchases the

furniture, regardless of skill level, and are also designed to cross linguistic, demographic and cultural

borders, through the use of symbols and pictograms.

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3 - IKEA, 2013

4 - Ted Conference, 2013.

Packaging Analysis

The design of the packaging for anxt is vital. It not only has to attract consumers, but also has to be

functional once the consumer has purchased anxt. For these reasons, a simple rectangular box was

chosen, as it is not only practical and a uniform shape, but also allows for large areas on which

information and design can be placed. The packaging has to appeal to all members of the target

audience, as well as stand out from the crowd and make itself, and the anxt brand, known among

consumers.

The front of the packaging features the anxt logo, with the stroke of the x scaled, and the black and

blue colours forming the background. The bottom right of this panel features the slogan, Live with

anxt, live without angst. The placement of only the logo on the front of the packaging is designed to

grab attention and make an impact. Upon turning the box over, the consumer again finds the anxt

logo, however placed differently, and in combination with more information, and selected elements

of the information design. The copy on the back panel explains the context and purpose of the

device, whilst the elements of the information design visualise the effect that anxt has. The stroke of

the x on the back panel extends itself onto the left hand side of the packaging, forming a continuous

and harmonious design area. The right hand side of the box also extends the blue background that

begins on the back panel.

Two areas of the packaging also feature an image of the device itself, addressing the target

audience, and allowing them to visualise the device without having to open the box. Upon opening

the box however, the consumer is presented with the full version of the information design, as a

panel that forms part of the box but is placed underneath the main front panel. This placement was

chosen as it allows for new users to immediately see how anxt works, and what effect the device

has. In addition, by having the information design as a part of the box itself, it stays with the original

packaging and, eliminates the risk of having it get lost as a separate item within the packaging.

As a whole, the packaging forms a strong marketing and information tool, striking a balance

between persuasive and informative design. The design used across the packaging is consistent with

the logo, and retains and reinforces the connotations the logo carries, and the brand identity. The

anxt logo is visible from all angles, regardless of rotation or placement of the box, and has its own

form as an expression of the brand identity. Gestalt principles are used throughout the design of the

packaging. Consistency is seen throughout the colour choices, and continuation of pattern

throughout the packaging, and proximity is utilised by having enough white or dead space so that

each design element sits comfortably. Grouping is effectively used, especially on the back panel, by

having the elements placed together so that they draw the viewer in and are seen in a meaningful

sequence.

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Final Packaging Net (see Appendix 1)

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Final Packaging Form

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Packaging Influences

The packaging for anxt has been influenced by several mainstream technology products and their

associated packaging. The iPhone packaging influenced the design heavily, in the sense that all

documentation is contained within its own piece of packaging. This idea was extended upon, and

resulted in anxts information design being place where it is. Influence was also provided by the

packaging for Microsoft Office. Information design is provided as part of the packaging, and the

swivelling portion of the packaging allows for the outer portion of the packaging to keep its uniform

shape, something that again influenced the packaging for anxt.

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5 - Wikimedia, 2014.

6 - China Software Supplier, 2012.

Appendices

Appendix 1 Packaging

net with bleed

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References

AHM Insurance. (2013). Use 100%, waste nothing | ahm health insurance. Retrieved from

https://www.youtube.com/watch?v=x3po6on0s4I

Blue Recruit. (2014). Blue and White Recruit Logos. Retrieved from http://www.bluerecruit.com.au

Brookfield Multiplex. (2014). BM Logo. Retrieved from

http://www.brookfieldmultiplex.com/files/images/news/bm_logo_eng_inf_rgb_1322721288.jpg

China Software Supplier. (2012). Microsoft Office Professional. Retrieved from

http://www.chinasoftwaresupplier.com/photo/pl92581-

microsoft_office_2007_professional_retial_box.jpg

Foxtel. (2014). Foxtel Logo. Retrieved from

http://community.foxtel.com.au/t5/image/serverpage/image-id/8i28A4B08F96DF1C23?v=mpbl-1

IKEA. (2013). Assembly Instructions. Retrieved from

http://www.ikea.com/ms/en_US/customer_service/assembly_instructions_new.html

Mumbrella. (2014). Commbank Cant Billboard. Retrieved from http://cdn0.mumbrella.com.au/wp-

content/uploads/2014/03/Screen-Shot-2014-03-19-at-7.27.33-PM.png

Sydney Coastal Councils. (2013). Sydney Water Logo. Retrieved from

http://www.sydneycoastalcouncils.com.au/sites/default/files/SydneyWaterLogo.jpg

Ted Conference. (2013). Ikea Houss. Retrieved from

http://tedconfblog.files.wordpress.com/2013/10/ikea-instructions.jpg?w=900

The Verge. (2012). Android Logo. Retrieved from http://cdn1.vox-

cdn.com/assets/4677547/Screen_Shot_2014-06-26_at_5.13.43_PM.png

Wikimedia. (2013). iPhone 4 box no lid. Retrieved from

http://upload.wikimedia.org/wikipedia/commons/e/e7/IPhone_4_box_no_lid.JPG

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