Poundtastic bombastic.
‘Poundland’s graphic repertoire is the retail equivalent of budget airlines’
Read this and more Critiques on the Eye site (which is also an extensive archive for the printed magazine).
Top: Warning sign, warning sign: ‘Dozens of these placards hang from the ceiling, above the aisles, sometimes in combination with the words ‘AMAZING VALUE!’ and – pure copywriting genius – ‘WOW! WOW!’ This message is reiterated in a red banner with warning sign slashes along the edge for greater urgency.’ All photographs by Rick Poynor.
Below: I see it but I pay it no mind: ‘Someone who reads Closer and Heat and flies regularly with Ryanair is not going to find anything odd about the graphic design in Poundland. Yet the assumptions this kind of design makes are hugely patronising.’
Above: Hear my voice, hear my voice: ‘The most basic unit of communication is the legend ‘£1 EACH’ reversed out of a red shield.’
Below: It’s saying something and I hope you’re concentrating: ‘Even though everyone who ventures through Poundland’s doors knows what the place is offering and why they are there, the shop bawls out its simple sales message at every turn, as if instructing an incorrigible dimwit who might fail to appreciate the point.’
Below: I’ve got money now, I’ve got money now: ‘big type, capital letters, unsubtle sans serif; loud colours, probably primaries; lots of pictures; close-fitting boxes around everything; as much packed into the space as possible to connote value for money.’
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June 15th, 2010 at 11:25 am | by Paul Keers
There is a key point missing from Poynor’s critique (quite apart from the fact that this horrible approach is clearly successful!)
Poynor believes that “there is a mismatch between Poundland’s in-store presentation and its expanding clientele that it might need to address before long. The graphics are too heavily class-coded for a broader audience.”
But the fact is that Waitrose shoppers (for want of a better description of the middle class) expect, even want to see graphics like this, in order to persuade them that they are “slumming”. They are, ironically, more likely to be drawn by this kind of presentation, because it makes them feel that they are genuinely enjoying prices aimed at the underclass.
In that sense, these graphics are extremely shrewd – as well as successful…
June 16th, 2010 at 2:47 am | by richard
the design criticism equivalent of shooting fish in barrel and a touch snobbish to boot.
June 17th, 2010 at 12:45 pm | by Carole Scott
Will declare my interest from the start – we do the PR for Poundland. NEVER want to be accused of inappropriate commenting – this is a personal view, not associated with my work!
Can’t help thinking that perhaps you’re over-thinking this one. Simple design = easier to adapt to short runs + cheaper.
June 18th, 2010 at 4:50 pm | by brendan
i think then whole premise of the article is flawed and a little bit embarrassing. not sure what they were thinking
June 20th, 2010 at 9:39 pm | by Dan
Another token naff article from Poyner.
Can anybody stop my tumbling opinion of eye?
July 6th, 2010 at 8:23 pm | by Ana Kiss
“Someone who reads Closer and Heat and flies regularly with Ryanair is not going to find anything odd about the graphic design in Poundland. Yet the assumptions this kind of design makes are hugely patronising.”
And the assumptions made throughout his piece make Poyner hugely patronising. I agree this article is a little embarassing.