Entry 009 — Design Analysis (Tusso’s Coffee)

Topic Covered: Boldness in Asymmetry

When I first came across this design, I immediately gravitated towards it.

It grabbed my attention with its bold design, and upon further investigation I found that it truly visually embodied the message behind it (or at least what I subjectively deemed to be the essence behind it).

Like I said in my previous article in this Design Analysis series, there is beauty in chaos — ordered chaos that is. It’s more dynamic, and loosens the reigns on the viewers, allowing them more freedom to explore the piece as they wish.
In doing so the viewer is given more flexibility in terms of discovering meaning and interpretation without the invisible guiding hand of the designer giving room more interaction, and perhaps engagement between viewer and artwork.

Asymmetrical design is similar to this, but before I explain how, I would like to take look its direct opposite— symmetrical design.

With symmetrical design, if the viewer sees one half of the image, there isn’t much novelty in the second half, as, at the very least composition-wise, they are identical/symmetrical.
The viewer’s eyes, are also guided towards the center-point of the symmetry being that the lines of the image tend to point towards it.

© https://wallhere.com/en/wallpaper/880516

Asymmetrical design breaks the pattern. Offering a more interesting design, all whilst maintaining a sense of balance, which is where I think it differs for the from chaotic design — in which balance and symmetry, for the most part aren’t of major importance to the designer of the image.

Bringing this all back to the original TUSSO Coffee Product Design, we can see these ideas in practice.

However, before going any further, I think it’s imperative that I clarify that I’m not rejecting the idea of balance in the image. This article is more-so to speak on its asymmetry.

“Placement of the image slightly to the right on the package is balanced nicely by the ghosted graphic on the lower left, providing balance and adding a bit of motion.” (Graphic Design School The Principle and Practice of Graphic Design p.41)

“With asymmetrical balance, you unevenly distribute the elements within the format, which may mean balancing a large photo with several small graphics. You create tension by intentionally avoiding balance. Asymmetrical balance can be subtle or obvious.” (Article by Live Wire.com on Asymmetrical Design, par.1)

Balance in a society is maintained by the members of said society fulfilling their predefined roles, and blending in/fitting in as best they can, avoid making noise with actions and/or words, and lead a life which lacks friction between you and other members of said society. Deviation away from this is discouraged, hence the need for governance or some form of authority to impose rules and regulations and admonish and punish when necessary (I’m not saying the system is full proof and/or is often done properly, but that’s another discussion for another day).

(Please bare with me, I promise this will all tie in with the original argument of boldness in asymmetry in a second)

There is both good and bad deviation from societal norms and mores, rules and regulations, etc. The asphyxiation of another human being is obviously ill-advise… not ideal (please don’t do it; thank you) — this is an example of bad deviation. On the other hand, we have good deviation not being afraid to say what’s really on your mind, or not caring about how other see you (whilst being honest with yourself as to whether or not their criticism is valid).

Both forms of deviation possess the ability to create friction, however, good deviation is good (go figure): It emboldens you as a person, which allows you to then go out and perhaps even make more of a contribution to society due to the high level of self-confidence and conviction you now possess because of it. Whilst in this state of being, one is able to help radically change society as we know it for the better.

TUSSO’s product design in my eyes echoes this sentiment.

Asymmetry is dynamic. The asymmetry in this design is sort of like the movement away from balance, or a static state of being. It perhaps is a representation of movement away from the constant seeking of social acceptance through a strict adherence to norms. This lateral movement — allowing for the progression of our minds outside of what is taught to you to you by society — if not present would result in us living in a much different world. A more primitive one.

Development thrives on radical thinking; if not for it, we’d still be getting around on horseback.

What we often forget is that the old way of thinking often readjusts itself to embrace (to varying degrees) that new way of thinking/being, which enables development. The slightly grayed out coffee stain at the bottom of the image is the old way, slowly fading away and being replaced by a better ideological system.
Of course, some people will remain with the ideology of the old system, hence, the image of the people at the top right having one of them in color and the others in gray: they are now in the new system, but have held on to that old ideology.

The man in the image is sitting outside of the norm, and perhaps is the proponent or propelling actor for this new mode of living. TUSSO supports this kind of development and forward thinking hence their logo being closer to this part of the design.

In doing so TUSSO, attaches themselves to this sentiment, which may suggest that their product supports/aids in the development of this sort of boldness which encourages personal and societal development be it physical, mental, spiritual, etc.

However, this is not only represented via composition. Color theory also comes into play.

In an article by BournCreative:
-
Black in color theory is said to represents a lot of things, including: Power, Rebellion and Strength.

-And orange in color theory is associated with a number of things, including: Expression, Freedom and Change.

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