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Writing For Designer Essay

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Good Final Example

Jason Hartsel
AVT 395-Final Paper
J. Rothstein
New Design in New Bottles
“Neither do men put new wine into old bottles: else the bottles break, and the wine runneth out, and the bottles perish. But they put new wine into new bottles, and both are preserved.”   —Matthew 9:17

The best wine is an expression of its maker, born as the product of fanatical care, refinement of technique, indelible patience, and, of course, years of evolution.   Perhaps, then, it is appropriate that the maturation of wine labels has been a slow but rewarding progression of design reinvention.   Since antiquity, wine labels have served the purpose of tracking the life of their contents, but many of today’s label designs tell the bottle’s story using a rich visual language.   In years past, the Spirits Aisle at your local supermarket might have appeared as a sea of white squares that inspired little cause for celebration, but shopping for wine today means an optical feast of shape, size, color, type, and image.   This is the result of a design renaissance in the wine industry that cast tradition aside and embraced a new wave of aesthetic radicalism.   (If “aesthetic radicalism” seems hyperbolic, I’m sure the talking purple koala clinging to my bottle of Shiraz will set you straight).   (Fig. 1)

As a consumer, you are being constantly being asked to develop an increasingly fluent visual vocabulary that can recall design in an instant and simultaneously connect an image with a feeling in order to illicit a response.   McDonalds’ golden arches, Nike’s swoosh, and Coca-Cola’s all-American-red bottle cap are prime cases where effective design tells a story and creates a graphic vernacular.   Following suit, wine labels now are designed with the intention of conveying a detailed message about the feeling of the wine, its prestige, the intentions of its maker, and even quality.   The Mihart Design agency, who has designed innovative labels for a number of wineries,...

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