Layout and Scale...

I have produced four more mock ups that experiment with the layout, scale and colour combinations of the product labeling.

There are things about each design that are right and wrong, so...

1. The size of the information to the right of the vertical line is too large. The spacing of this information is also wrong, it feels too squashed. The Morrisons logo and type is too big.

2. The Morrisons logo and type is too small, it doesn't register on the hierarchy. The spacing of the information is much better here, there is more space around each piece of text.

3. The Morrisons logo and type being at the bottom doesn't work - it looks like an after thought. The type is too big and makes the design feel unbalanced.

4. The Value here is just too big, it takes over the design too much. The Morrisons logo and type is a good size, and feels balanced with the rest of the information.

Overall -

• The white elements register first in the hierarchy - therefore the product name and should be white, with the Value branding in yellow
• The information needs space around it, so that it is readable and clear
• The Value logo needs to be of a medium size, to balance the design
• The Morrisons logo and text needs to be at the top of the product, and medium in size.
• Design 2 is the best example of all of these elements - though the Morrisons logo is too small.