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Connor Kelly

Brisbane, New South Wales, Australia

Designer (Journalism)

Member since February 03, 2014

  • Landor Associates Dyman Foam Technical Information

    Well-being, Communication Design


    Landor Associates Dyman Foam - The heavier the foam, the better the quality. Going hand in hand with this is that the heavier the foam (i.e. the better the quality) the more expensive it is BUT the longer it will last. The confusing thing about foam that people do not know is that foam can be made to varying hardness's – all with the same weight. This means, that a high quality foam (for example) can be made to feel very soft and it can also be made to feel very hard (plus any variance in between). Similarly, a low quality foam can be made to feel soft or hard. This is where the confusion lies with most people. Over the years, as foam has become more and more expensive and retailers have pressured manufacturers to reduce prices to compete with imports, foams have been developed of lesser quality but higher hardness (and substituted for the better quality foams).

    The wash up of this is that the general public has developed a perception that good foam is hard foam and that soft foam is low quality foam. This perception is 100% wrong. A high quality foam can be very soft and, on the "flip side," a poor quality foam can be hard. To try to "right the wrong" (so to speak) the Foam Industry introduced a coding system that enables the end user to know exactly the type of foam they are getting which also enables them to be able to compare "apples with apples" when assessing value for money. The...

  • As a common material, foam is appreciated for its softness and its function to provide comfort and insulation in many ways. Generally, people do not prefer very soft foam. It has to have enough hardness or resistance to pressure -- almost equal to that of the human body -- in order to maximize and balance comfort and support. Not too soft, not too hard – moderate as that of the air temperature in relation to the body temperature level.

    In ancient times and even at the present, cotton, kapok and other cushioning materials have provided the function that foam now efficiently provides. However, due to their setbacks and difficulty to source out, these traditional raw materials have given way to the modern industrial foam we have learned to accept as the be-all and end-all for cushion and insulation purposes. Cotton, within a short period, loses its bounce. It is not as easily washable as other materials. It also has the tendency to attract a lot of microorganisms and produce unpleasant smell especially when it absorbs moisture.

    Foam, unlike those materials mentioned above, can be washed and even vacuumed without destroying its quality. It can also be recycled, cut and reused for other purposes as well. Organic materials have the advantage of being biodegradable; whereas foam may pose a hazard to the environment when not properly disposed of. Other than this and some other disadvantages of foam (it can also be quite a challenge to clean big foams), foam is still the choice o...

  • From its common application for furniture and bedding, foam is also used in many sporting goods, transport vehicles as well as in insulation for various installations. It is because of this invisible nature of foam that makes it not as appreciated a material as others such as leather, fabric or plastic. Much like our intestines or our lungs which we do not see and often forget is always there working for us, we look at foam as a forgettable matter until we need to buy it and use it for some valuable domestic or business project.

    Dyman Foam must be aware of this fact; however, it seems the company has not overcome that tendency to look at foam as something better unseen and not distracting our clean view of life. Yet, owing to its versatility, it can be formed into so many ways or utilized for a millions purposes. It comes as a surprise that they have not exploited this versatility and highlighted it in their website. It appears as if they consider foam as nothing else but a lot of air not worth showing off as a valuable tool for modern living.

    The point is this: Foam, whether open-cell or closed-cell, possesses a unique texture which can be highlighted to advertise its latent beauty. Meaning to say, foam should not only be presented in its various custom-cut product forms but also in its artistic, textural aspect which gives it its softness, compressibility and durability as much as silk is valued for its smoothness, sheen and strength.

    A photographer would take great macr...

  • Landor Associates Product: Dyman The Making of Foam

    Communication, Communication Design

    Dyman Foam’s website makes the manufacture of foam look easy – “similar to the making of bread”. Of course, the chemical process are entirely different since, obviously, we cannot eat foam. Besides, foam requires the use of other chemicals to begin with. Polyol and TDI are the basic components of foam. Catalysts, water and blowing agents are added into the mix in order to finally come up with the final product. The similarity with bread lies in the production of many tiny pores or air spaces within the foam which provides the cushion effect, just like fluffy bread.

    But foam can also be hard, like bagels. Softness or hardness, together with weight, determines the quality of foam. Technical standards provide manufacturers a measure of the quality of foam. Just because a particular kind of foam is soft does not mean it is of good quality. The weight, aside from the softness, determines how foam performs. It is a simple measure of how much foam is contained and has an affect on the strength or durability of the end material.

    As Dyman explains it, cheap foam can be made soft or hard; but it will remain of low quality. The weight or density of the foam is a rough measure of the quality of foam as we notice in terms of how heavy good foam is compared to the cheap kind. Likewise, we are informed that color has nothing to do with the quality of the foam. The color is merely added to distinguish between different types and densities of the foam.

    Knowing the above basic info ...

  • Landor Associates Review: Dyman Foam Diamond in the Rough

    Communication, Communication Design

    Looking at the website of Dyman Foam, one thinks he is looking at a work in progress for obvious reasons. First of all, the colors appear to clash and create an optical tension instead of allowing the viewer to read comfortably. The use of primary colors -- yellow, blue and red – obviously causes this visual confusion and does not provide an inviting scenario.

    Secondly, the use of only one font (Arial, presumably) does not provide variety and contrast which is essential in making copies not only come out as interesting but also supportive of the variety of products being promoted.

    Thirdly, the use of only blue color for the text font all the way again does not provide variety and relief from the monotonous color set on the same white background.

    Finally, the website could gain a lot of improvement with some layout redesign. Some boxes or lines to separate sections and photos in each section will display a more interesting and informative homepage. Line and letter spacing (particularly in the Technical Specs page and others) could also stand some adjustments in order to avoid visual disorientation for lack of overall uniformity or consistency.

    That being said, the website does contain a very essential info on the product that is worth bragging about because of its versatility. Too bad the website, at first glance, does not help support that quality. In fact, the first impression that any well-experienced graphic artist would say is that the company belongs to a Chinese o...