Vector illustration and chunky lower case type make for the new look reductive graphics adorning McDonald’s take away packaging. Created by Leo Burnett design agancy in Chicago, (I’m currently unsure if this packaging has made it to the UK yet), it appears to be another opportunity missed.
I think it’s fair to say that McDonald’s has an image problem. Well, it has many image problems actually, but I’m specifically talking about the one that glares at us all from roadside gutters and courtryside hedgerows. Any repeat visitors to Dubdog will know that I’m talking litter, a particular bugbear of mine. The world over, McDonald’s is the top brand, or one of the top brands, found on fast food litter, (see this report from Australia, and this from the USA, and this by the UK’s Keep Britian Tidy). I first noticed it some 14 years ago and it prompted my McJunk project. McJunk was an exploration into the relationship between graphic design and disposable culture through a photographic study of McDonald’s litter, (download the introduction to the McJunk photobook as a PDF from here, or visit the McJunk website).
Discovering this new McDonald’s packaging today prompted me to hunt around the Internet for current research into littering and I found some key reports by Keep Britain Tidy, ( * links at bottom of post). In these I came across two specific points of interest that relate to my own graphic design related research:
- Firstly: through focus group discussions it is claimed that people would be less likely to buy a brand that they saw being littered. While this could be one of a whole host of reasons why McDonald’s had a bad year in 2014, I’m somewhat sceptical—what someone states in a focus group in the company of others is not necessarily the reality of what they actually do. But even if this were true, and it makes business sense to take seriously such market research, you would have thought McDonald’s would take note and try to do more to convince people not to litter;
- Secondly: many of those surveyed by Keep Britain Tidy stated that they thought the Tidyman logo made little difference to people’s littering habits. This I can well believe. Usually sidelined within any graphic design hierarchy—often on the bottom of any packet—as iconic as I think Tidyman is, the Keep Britain Tidy report suggests that as a nation we have become used to it if indeed we notice it at all.
And herein lies my major problem with this McDonald’s redesign. When the graphics applied to something do not affect whether someone is going to buy a product or not—McDonald’s takeaways are not bought off a shelf; you don’t see the packaging until a BigMac has been ordered, ‘cooked’ and handed over—graphics are technically not needed for marketing purposes. They are usually only there to encourage brand recognition or as decoration. Therefore, if you rethought the side of a take away bag, there is a perfect opportunity for McDonald’s to challenge their litter problem by educating consumers through graphic design. But alas McDonald’s chose not to take this opportunity.
As mentioned in one of the Keep Britian Tidy reports that I read, it is a depressing thought that litter problems will only get worse over the coming years with further public sector cuts. Such cuts mean local councils have to decide what services to shelve, and I suspect many authorities will rightly decide important issues such as social care trump litter patrols. And unfortunately public sector cuts are likely to continue. For regardless of who wins the UK general election this year, both Labour and Conservative have declared their intentions to continue with these cuts. Even if we have another coalition government come May, which is the most likely scenario, one of these two parties is likely to hold the balance of power.
A couple of years ago I put McJunk on a hiatus. With this new packaging launch and after reading several Keep Britian Tidy reports, it looks like it might be time to resurrect the project.