JKR

The above image and headline came from satirical news site “The Onion”. It’s nice to know that it isn’t only the UK where politicians feel we need to be nannied into healthier choices. The current TV and bus-side communication, around the hidden dangers of salt, strikes me as slightly political – is the FSA justifying its existence with this campaign in light of Tory scepticism? Perhaps, but as we have observed before, the FSA’s campaigns can actually benefit smart brands who honestly engage with them. And as a design agency they are our safety net – when journalists naively ask “what tricks do you play to get around legislation and hide the real nature of a product’s nutritional facts?”, they suppose we are skillful dissemblers playing a game of duplicity – actually, as any fule kno, that’s a highway to brand disaster, and truth well told is by far the smarter option.

But funnily enough, designers are not trained nutritionists – we assume that the facts given to us to communicate are essentially true, and thanks to the FSA, we can point to a body whose existence allows us to presume this to be the case.