I love how anything associate with fashion thinks they are immune from the principles of design. Just use Helvetica Neue Ultra Light and suddenly it becomes chic, right? Yea, not quite.

Here are the cards for selve, a custom footwear company. I am featuring these firstly for their cheeky strapline, “Munich, London, and now Red Bank, NJ!” Um, I hope that you’re embracing the randomness of your own company, because if this is done is serious, I am surely confused. Red Bank, for all it’s merits, is not an international fashion hub.

Second, these are just a mess from a technical point of view. While it may appear to be one-colour, it’s actually done with 4-colour process. Elementary printing knowledge will demonstrate that you can’t effectively knock out text from a field of a process colour. It will look blurry. And it’s made worse when you have that ultralight text. So if you’re going to design a card that is, essentially, a single colour, buck up and get the spot, or just use Black.

There’s also a crappy lo-res photograph, but that doesn’t come across well in my own crappy lo-res photo.

*sigh*

Tagged: sucky, two-sided
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