The Research Associate studied typography as 'the packaging of information' and analysed good practice in terms of size, fonts, leading, spacing, alignment, contrast, icons, tables, printing materials and technology. He isolated existing 'small print' solutions from their pack context, to highlight their visual deficiencies.

A user group of 12 older consumers (all over 65) drawn from the University of the Third Age was convened to give opinions on the redesign of two supermarket products: Fresh Milk and Paracetamol. The Research Associate redesigned the packs purely for 'small print' legibility with no brand imagery. The information was presented 'democratically' through consistent size: 10 point Univers, all aligned left. The generic product name was set in 24 point to allow it to stand out within a supermarket context. By ridding the pack of 'advertising', space was gained which made it possible for more information to appear on the front of the packs. In each case (Milk and Paracetamol) the user group was asked to choose between nine options: eight existing brands plus the proposed design.