Through this project I created a variety of icons to be used in Seventh Generation's illustration library and brand book. These icons were made for 3 specific categories: How to and usage diagrams, recyclability, and formula claims.
Ecomm Thumbnail Assets
For part of my iconography project, I was to take the icons I created and produce new ecomm thumbnail assets. The old assets are pink and blue, and primarily text-based. They have 2 different messages, the first being powerful clean and the second reading 0% dyes, fragrances, and chlorine bleach. I used the same claims to create new assets. These new assets use both iconography and text, as well as the new color palette.
The hotspot tells us where the viewers main focus is when they are looking at the images. The most important things to note are the readability, hierarchy, and key focus. In the new powerful clean image we see that the main focus is the claim. Our viewer is taking in the text and also focusing on the visual. There is a stronger sense of hierarchy compared to the old image. On the right we can see that there is no one clear focus. The viewer is looking all over the image, which is good, but they seem to be reading from bottom to top. In the second image with the 0%, the viewer isn’t focusing on the words. They are looking straight at the center, mostly at the very large 0. In the new asset we have a tagline introduced that says rethink clean. The viewer seems to be really focusing on this followed by the illustration and 0% dyes fragrance and chlorine bleach claim.
The gaze sequence tells us the order of where the viewer is looking on the image. In this section, it is important to note again, the readability and hierarchy, and also the message. In the new powerful clean asset, we can see that the viewer is taking in first the bold tagline and then the illustration that goes along with it. Compared to the old asset, it is doing better. In the old image, the viewer starts from the middle and is seen reading the text backward. In 0% asset, the viewer isn’t even acknowledging the bottom part of the text and seems more focused on the large 0, rather than the words. The most successful is the new rethink clean graphic. The viewer is truly able to take in the whole image. They start from the top tagline, down to the claim, and back up to the tagline and illustration again. In this asset, we really see that all information is being absorbed.
