The current Morrison's Value range...
- Two colour printing - yellow and green are the only printed colours, in some cases white is required and in some white is the substrate colour. Low printing costs
- Clear - the VALUE stands out well, as does the name of the product.
- Recognition - the brand colours make the products instantly recognisable as own brand products. Strong brand.
- Cheap - The instant reaction is that the product is cheap and therefore lower quality
- Colours - the colours clash and the yellow is ridiculously garish and bright. The yellow tone also seems to vary across the products
- Hierarchy - the VALUE text is larger than the name of the product. The product name should be the first thing you see so that you can identify it on the shelf.
- Information - the amount of information on the front of each product is limited. This looks a little careless and unconsidered.
- Circle - the name of the product is designed to fit inside the circle, but in most cases the name is too long or short and there is a lot of wasted space within the circle with looks silly.
- Ink - the amount of yellow ink on each product is huge which increases the cost of printing.