Burkey Belser, Designer of Ubiquitous Nutrition Facts Label, Dies At 76

An anonymous reader quotes a report from the Washington Post: Burkey Belser, a graphic designer who created the ubiquitous nutrition facts label -- a stark rectangle listing calories, fat, sodium and other content information -- that adorns the packaging of nearly every digestible product in grocery stores, died Sept. 25 at his home in Bethesda, Md. He was 76. The cause was bladder cancer, said his wife Donna Greenfield, with whom he founded the Washington, D.C., design firm Greenfield/Belser. Mr. Belser's nutrition facts label -- rendered in bold and light Helvetica type -- was celebrated as a triumph of public health and graphic design when it debuted in 1994 following passage of the Nutrition Labeling and Education Act. Although some products had previously included nutritional information, there was no set standard, and the information was of little public health value in helping consumers make better food choices. The new law, drafted as obesity and other diet-related illnesses were surging, required mandatory food labels with nutrients presented in the context of a healthy 2,000-calorie-a-day diet. Writing in a journal published by the Professional Association for Design, Massimo Vignelli, the renowned Italian designer, called Mr. Belser's creation a "clean testimonial of civilization, a statement of social responsibility, and a masterpiece of graphic design." The Food and Drug Administration chose Mr. Belser to design the nutrition label following his success creating the black and yellow energy guide label for appliances. Once dubbed the "Steve Jobs of information design," Mr. Belser's fondness for exceedingly simple design perfectly suited him for a job that required stripping down nutritional facts to the bare essentials. The report proceeds to tell the tale of how Mr. Belser worked pro bono with his team to labor through three dozen iterations of the label, ultimately settling on "simplicity in itself." "There's a harmony about it, and the presentation has no extraneous components to it," Belser told The Washington Post. "The words are left and right justified, which gave it a kind of balance. There was no grammatical punctuation like commas or periods or parentheses that would slow the reader down." He compared the finished product -- which he later adapted to over-the-counter drugs -- to the Apple iPod. "The detail is so important that you wouldn't even notice it and if you didn't notice it's a sign that it succeeded," he said. "I don't know if anybody's heart beats faster when they see nutrition facts, but they sense a pleasure that they get the information they need."

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