The Duffy Design Group from Minneapolis, Minnesota demonstrated the effectiveness of graphic design using a vernacular design vocabulary in its label design for this product (still sold in grocery stores). The design is credited with dramatically increasing:.

sales in spite of a small advertising budget.

Explanation:

The Duffy Design Group was able to apply vernacular design in its label design for Classico Spaghetti Sauce. Vernacular design refers to the incorporation of the indigenous attributes of a people, be it their vocabulary, history, or any other aspect of their culture in an artistic form.

The success recorded by this group was that despite the fact that this product was not widely advertised, it still received high patronage because the people were able to relate to the design. This highlights the importance of recognizing and applying local culture in design.

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