Sunday, 17 July 2011

Good ol' Dihydrogen Monoxide

Upon additional research, I've learned that the chronic dehydration problem in the US of A is further exacerbated by how overmedicated the American population is. We have a headache, we pop a painkiller; we feel sad, we take some Prozac; we get wrinkles, we inject some Botox... Though there is a certainly place and a need for medication (serious depression for example is more than just being a little sad, and requires meds), one cannot deny America is particularly pill happy.

That said, overmedication can make dehydration even more dangerous: when we are dehydrated, our body goes through a variety of crisis management processes that can manifest themselves as headaches, asthma, high blood pressure, weight gain, depression, mood swings, etc. These all happen for a reason, but by taking meds, we are tricking our bodies into not feeling the pain that would normally alert us that something is wrong. Therefore, we are getting more and more dehydrated.

Back to design: so, I'm going to package and advertise water as if it were a pharmaceutical product (using water's lesser known name: Dihydrogen Monoxide) and make a PSA campaign around that. At first, I wanted to use Helvetica, since it's so anonymous and utilitarian looking... but I'm so sick of seeing Helvetica, so I finally settled on DIN. I am having a passionate love affair with DIN in this period. 

the label, for example, would look something like this--oh, and the kerning was fixed since this version... it's pretty horrible here.

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