Contexts and graphic design

We were asked to find three examples of graphic design in the library and then describe each one in as many contexts possible.

In May 2016 the co-op unveiled a new logo which was designed by studio North. This was a revival of the original classic clover-leaf design, Which first appeared in the late 1960s. And historical context was considered after researching the company’s visual history. The logo conveys trust, nature, and purity. One of the aims was to trigger nostalgic response from customers. Whilst it also suggests a modern brand of the future in the digital age.


The contexts in this example are historic, nostalgic, behavioural, social, commercial and loyalty.

My next choice was Tyrrell’s crisps. Their design was created by the company bigfish Similar to the co-op nostalgia is used to appeal to customers.

The photographic images are typical of the postwar period and the use of matt packaging material adds to the historic effect. At this time food was wholesome and shoppers were thrifty and so the brand conveys value for money with t a product that is made to traditional standards. There is also an element of humour which will appeal to young and old alike.

The choice of packaging, it’s thickness, feel and the strong colours plus the typeface all reinforce the historic/quality message.

Like the co-op, The contexts used are nostalgic, historic, behavioural and quality.

Because I am a fly fisherman I am inclined to buy gear that is technical, has a high performance, innovative and hardwearing. For these reasons, like many of my fishing colleagues, I am drawn towards Sage, a USA company, that produces the gear that satisfies my requirements.


The main context in this companies advertising is technological but there is also an element of fashion, comfort and certainly protection against the elements. You can also throw in nature and the great outdoors for good measure.

You could say that all three examples address a behavioural context  as well and in these cases I am one of the typical target customers!

In the sage website photos of  big landscapes with solitary, small figures give the feeling of adventure, whilst the choice of lettering and a few select words convey technology and innovation.

Contexts used include the spirit of adventure, technological, emotional, fashion, high quality and exclusiveness.


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