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McDonald’s Universal Icons for 109 Countries [pdf]

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Re: McDonald’s Universal Icons for 109 Countries [pdf]

#71
post #51

Earlier quoted context omitted.

It's a gas gauge? I thought it was a weight scale, as in "eating lots of carbs makes you gain weight".

I had to work through it by a process of elimination, like a Sudoku puzzle: the "fat" symbol is definitely evoking "tape measure around the waist" iconography, perhaps implying (falsely) that "fat is the thing that makes you fat"—but more likely just putting people in mind of their weight and then saying "yeah, that stuff, that's what's in this." Given that, it'd be redundant for the carbs icon to also be about weigh…

That one was actually clear to me. "That looks like a fuel gauge. Carbs are our main energy source - fuel." But I paid no attention to the colors.

Fat, on the other hand, made no sense to me. And I had to go back and read the text to see if they really did intend it as "measuring tape to measure how fat you are", and yeesh, they did. That's... bad.

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#72
post #62
post #58

Earlier quoted context omitted.

Not GP, but using a weight scale for fat and a fuel gauge for carbs, suggests that fat makes you fat while carbs give you energy. This thinking, enshrined in the FDA food pyramid, led to the modern epidemic of obesity and diabetes.

Yes, the weight scale for fat really jumped out to me.

Didn't even know it was a weight scale given how abstract it is. Knowing that, these are just cultural stereotypes it seems.

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#74
post #51

Earlier quoted context omitted.

It's a gas gauge? I thought it was a weight scale, as in "eating lots of carbs makes you gain weight".

I had to work through it by a process of elimination, like a Sudoku puzzle: the "fat" symbol is definitely evoking "tape measure around the waist" iconography, perhaps implying (falsely) that "fat is the thing that makes you fat"—but more likely just putting people in mind of their weight and then saying "yeah, that stuff, that's what's in this." Given that, it'd be redundant for the carbs icon to also be about weigh…

Gas gauge still doesn't make sense to me, based on the orientation. Every gas gauge I've seen has the "empty-full" axis being vertical.

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#75
post #59
post #22

Earlier quoted context omitted.

From TFA: > “We realize that some of the visuals may not already be strongly linked in consumer minds to the nutrient they are meant to depict in all markets.” > “We intend to promote understanding of the images through supporting materials in Europe, from web sites to images explained on tray liners and via in-store displays,” ... > “After repeated exposure to these images, customers should eventually grasp their me…

What I found most interesting was not the rather meaningless icon choices, but the incredibly deceptive dotted line seen on page 12. It's basically anchoring people in a meaningless way such that not everything seems bad. Without the line it's like 50% more sodium relative to the number of calories I am eating. That's terrible. With the line ehh, I guess everything looks ok.

Page 12 not page 2

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#76
The older I get, the more I'm convinced that icons are not a terribly good way to convey information. Some things and concepts, sure. Others, not so much. Especially in technology and science.

Navigation can make good use of icons. Left, right, up, down, start, stop, these kinds of things can be learned and used widely. Somethings like text manipulation icons, cursors, insertions, selections, can be used effectively, but can be surprisingly hard to explain or even describe. Icons for operations can be really tough. Right now as I look at my computer I can see a library of arcane and archaic imagery. Telephones, disks, pen nibs, VCR controls (navigation, sort of), little boxes with arrows, little boxes overlapping, deadbolt locks, paper airplanes, file folders, fluffy clouds, paperclips, and of course little hamburgers.

These can certainly be useful clues, but they also can be very confusing. I've seen paint brushes used to indicate a paint brush in a paint program, but I've also seen the exact same icon used to indicate a screen refresh. Now I'm at as much a loss as anyone to come up with a good substitute, although I will note that I can't imagine any _good_ circumstances when a user needs to be in charge of refreshing the screen.

These days I'm using a lot of 3D software, and the user interfaces are a crust of complicated and indecipherable icons. And that's just the top layer of the UI. Almost all of them rely on a text/label system and hot keys for doing much of the work. Discoverability is essentially zero and the only way to get good is to learn the words and the alphabet. Pros end up _hiding_ most of the UI.

Sometimes a word is worth a thousand pictures.

The only one of the icons in the link that make much sense is the one with kcal on it. Unless I dealt, in detail, with these everyday, I'd never remember what the rest stood for. Something like this may make a lot of sense for the people that produce the labels, but I'm unconvinced it does anything good for those who need to _read_ the labels. Word labels in the intended reader's language is almost certainly the best way to go for actual use.

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#77

The older I get, the more I'm convinced that icons are not a terribly good way to convey information. Some things and concepts, sure. Others, not so much. Especially in technology and science. Navigation can make good use of icons. Left, right, up, down, start, stop, these kinds of things can be learned and used widely. Somethings like text manipulation icons, cursors, insertions, selections, can be used effectively,…

A heretical opinion, but one I agree with. I feel like the success of iOS and Android proves that the world of windows and icons from desktop computers was fine for nerds but ultimately a failure for mainstream use.

hell, just look at fabric instruction icons… https://s-media-cache-ak0.pinimg.com/736x/a0/6b/b9/a06bb91bc...

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#78

The older I get, the more I'm convinced that icons are not a terribly good way to convey information. Some things and concepts, sure. Others, not so much. Especially in technology and science. Navigation can make good use of icons. Left, right, up, down, start, stop, these kinds of things can be learned and used widely. Somethings like text manipulation icons, cursors, insertions, selections, can be used effectively,…

For whatever reason I had the opposite take: after just skimming the article I could quickly identify the icons' corresponding nutritional "unit" on the very bottom chart. I can't say I personally like the aesthetics of the icons, but for a global company trying to make a few nutritional facts universally identifiable, I would say they did a great job. I am still not going to eat there though...

Edit: spelling

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#79

The older I get, the more I'm convinced that icons are not a terribly good way to convey information. Some things and concepts, sure. Others, not so much. Especially in technology and science. Navigation can make good use of icons. Left, right, up, down, start, stop, these kinds of things can be learned and used widely. Somethings like text manipulation icons, cursors, insertions, selections, can be used effectively,…

A heretical opinion, but one I agree with. I feel like the success of iOS and Android proves that the world of windows and icons from desktop computers was fine for nerds but ultimately a failure for mainstream use. hell, just look at fabric instruction icons… https://s-media-cache-ak0.pinimg.com/736x/a0/6b/b9/a06bb91bc...

I feel that the fabric labels are a straw man though. The labels on clothes can be very small. Icons take less place than text and it is trivial to find an explanation of the symbols. Icons have the advantage of being compact. They are accompanied by text when there is place for it, but it can be omitted when there is not. People will have learnt their meaning by then.

Re: McDonald’s Universal Icons for 109 Countries [pdf]

#80
There are some not so subtle emotional connotations to the icons which make the icons easier to understand/remember but problematic in usage.

Protein is the bottom of a stack -- implies important or less important depending on your personal view point on stacks Fat is a scale, implying an association with weight -- a negative link. Carbs are a gas gauge implying energy -- a positive link.

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