THE NEW GENERATION OF HEALTHY FOOD AND BEVERAGES
- Many food brands gave themselves new identities since nutritional information became important.
- Brands created a new way to talk to consumers.
-The awareness of nutritional quality nowadays is very different from the one we had ,any years ago.
- There is preference for products that promote healthy nutrition and well being.
- We define our consuming habits every time we choose a product instead of another one. The graphics, shapes, colours and materials of every package create the identikit of our daily choices.
- White background, opaque non-shining materials and simple logotypes are the most popular characteristics of the 'healthy' category - Evidently these changes are having da deep impact on the visual culture that surrounds us.
-The trend of light products became so popular even the people who weren't dieting were using them "eat without guilt" - defining consumers way of life.
- There are many products that are not precisely for losing weight - but they've been adapted to the new era.
- This is done by means of informative graphics about nutritional values on the main face of the package - they do this to reveal that they aren't as calorific as people may think.
- The only way to seduce and appeal to the customer is by making the right decisions of graphic and structural packaging design.
- A low quality packaging is perceived as a bad quality product. Packaging design is decisive to create precise messages to achieve what the brand wants to communicate.
- Packaging design creates the promise and makes visual in a graphic message that goes together with the sensorial experience created by the shape and material of the package.
- Healthy food and beverages are non longer a synonym of boredom and dullness - moreover consumers prefer natural authenticity than industrial perfection.
https://beta.thedieline.com/blog/2013/7/29/the-new-generation-of-healthy-food-beverages.html
Monday, 29 October 2018
OUGD601 - THE DESIGN JOURNAL NOTES
THE DESIGN JOURNAL NOTES:
- The unboxing experience is regarded as a critical moment in product appraisal.
- Three factors of aesthetic interaction were adopted and used in the design of packaging stimuli:
Freedom of interaction
Interaction pattern
Richness of motor actions
- Popularity of 'unboxing' videos is increasing.
-52% of consumers are likely to make repeat purchases from a merchant that delivers premium packaging
- Relates to a historical shift of focus from the technical and functional aspects of the product, to the styling of its packaging, and the design of the momentary process of removing the product from its packaging.
- Ongoing competitiveness between companies who focus on connected products and devices (Apple and Samsung).
- High level of emotion associated with the opening phase.
- Product unboxing has the potential to provide positive emotional experiences (Desmet, Porcelijn and Van Dijk 2007; Wei et al)
- Unboxing experience adds value through the provision of memorable and shareable experiences.
- Moment for the evocation of emotion and raised expectation (Google n.d ; Pantin-Sohier 2009)
- "Particularly intense in emotional arousal, due to its ritual-like nature."
- 6 phases in a packaging experience:
Pre-acquisition, Pre-usage, usage, no-usage, conservation and retirement.
Packaging design as aesthetic interaction:
- Aesthetic experience accompanies both cognitive and emotional processes, consisting of aesthetic judgements and emotions (Kant 1790, 97-199)
- Aesthetics is not seen as a means to satisfy bodily needs, but rather as a provocation of higher levels pleasers of the mids.
- Therefore aesthetic products interactions has gone beyond 'looks good' to extend to 'feels good' interactions.
- The unboxing experience has the potential to influence aesthetically interaction, partly due to its infrequency.
- The product first impression during unboxing has the potential to influence overall product evaluation.
- The unboxing experience is regarded as a critical moment in product appraisal.
- Three factors of aesthetic interaction were adopted and used in the design of packaging stimuli:
Freedom of interaction
Interaction pattern
Richness of motor actions
- Popularity of 'unboxing' videos is increasing.
-52% of consumers are likely to make repeat purchases from a merchant that delivers premium packaging
- Relates to a historical shift of focus from the technical and functional aspects of the product, to the styling of its packaging, and the design of the momentary process of removing the product from its packaging.
- Ongoing competitiveness between companies who focus on connected products and devices (Apple and Samsung).
- High level of emotion associated with the opening phase.
- Product unboxing has the potential to provide positive emotional experiences (Desmet, Porcelijn and Van Dijk 2007; Wei et al)
- Unboxing experience adds value through the provision of memorable and shareable experiences.
- Moment for the evocation of emotion and raised expectation (Google n.d ; Pantin-Sohier 2009)
- "Particularly intense in emotional arousal, due to its ritual-like nature."
- 6 phases in a packaging experience:
Pre-acquisition, Pre-usage, usage, no-usage, conservation and retirement.
Packaging design as aesthetic interaction:
- Aesthetic experience accompanies both cognitive and emotional processes, consisting of aesthetic judgements and emotions (Kant 1790, 97-199)
- Aesthetics is not seen as a means to satisfy bodily needs, but rather as a provocation of higher levels pleasers of the mids.
- Therefore aesthetic products interactions has gone beyond 'looks good' to extend to 'feels good' interactions.
- The unboxing experience has the potential to influence aesthetically interaction, partly due to its infrequency.
- The product first impression during unboxing has the potential to influence overall product evaluation.
Wednesday, 24 October 2018
OUGD601 - THE PSYCHOLOGY OF PRODUCT PACKAGING
THE PSYCHOLOGY OF PRODUCT PACKAGING
- Packaging acts as a gateway to a product.
- If the consumers needs can be potentially satisfied by this product, then it influences their buying behaviour.
- This feeling is a result of choices made across several cognitive stages 0 why most consumers find it to be complex and overwhelming at times.
PACKAGING AS A STIMULUS:
-We can treat the consumer as a subject who gets exposed to a product on the self, wrapped in its packaging, as the stimuli:
DECISION MAKING ALONG PATH TO PURCHASE:
- Ian Pavlov's classical conditioning theory suggests that product packaging directly influences consumers perception of the product.
"Perceived value may be seen as an 'overall assessment of the utility of a product based on perceptions of what they receive (quality) versus what they give (price).
- After a choice is made, and consumer decides to make a purchase they continue to evaluate their decision while enjoying the product experience.
PERCEPTION BUILDING ACROSS THE PATH:
- Consumers seek input from their reference points: friends, family, colleagues, reviews and several other means.
- Filtering information to ind the right signals is difficult and is even harder to retain this information.
- There are evidences showing that consumers retain only the information that either appeals to them emotionally or one that strengthens their beliefs.
- When exposed to conflicting signals, consumers get confused and tend to exhibit impulse buying behaviour. - They then rely on product packaging to provide visceral cues which enable them to skip through several decision making stages.
An explanation:
- Throughout the decision making process they look for cues to validate their won expectations.
- If consumers spend time in validation and available cues indicate a superior quality they often create emotional ties.
- When they perceived value of a purchase decision is very high (for its financial or social implications), consumers are very cautious.
- The degree of the involvement is subject to consumers personal, psychological and social contexts hence the extent of their pursuit can't be determined by their willingness to engage is certain.
- When perceived value is low (for routine decisions) consumers tend to make impulsive decisions - explains why 70% of supermarket decisions are unplanned.
https://medium.com/digital-packaging-experiences/the-psychology-of-product-packaging-29bf52ad6220
OUGD601 - COLOUR PSYCHOLOGY
COLOUR PSYCHOLOGY
Misconceptions around the psychology of colour:
- Personal preference, experience, upbringing, cultural differences and context all effect how we as individuals perceive colour. Therefore the theory that yellow or purple are able to evoke a hyper-specific emotion is extremely inaccurate.
The importance of colours in branding:
- There have been numerous attempts to classify consumer responses to different individual colours.
- Colour is too dependent on personal experiences to be universally translated to specific feelings.
- Colour plays a substantial role in purchases and branding.
- Researchers have found that up to 90% of snap judgements made about products can be based on colour alone.
- The relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the particular brand. (Does the colours fit what is being sold?)
- Purchasing intent is greatly affected by the colours due to the impact they have on how a brand is perceived.
- Our brains prefer recognisable brands, which makes colour incredibly important when creating a brand identity. Ensuring new brands have differentiation to the existing brand has been highly recommended. E.g. If the competition all uses blue, you'll stand out if you use purple.
- Additional research has shown that there is a real connection between the use of colours and customers' perceptions of a brands personality.
- It is very important to use colours to support the personality you want to portray for your brand, instead of trying to align with stereotypical colour associations.
- The feeling, mood and image that your brand creates that play a role in persuasion. Be sure to recognise that colours only come into play when they can be used to match a brands desired personality (the use of white to communicate Apple's love of clean, simple design).
Gender colour preferences:
- Blue is the supremacy across both genders and purple was listed as a top-tier colour by women, but not by men.
- Men seem to refer bold colours, while women prefer softer colours.
- Men were more likely to select shades of colours as their favourites (colours with black added), whilst women were more receptive to tints of colours (colours with white added).
Colour co-ordination and conversions:
- An item that 'stands out like a sore thumb' is more likely to be remembered.
- While a large number of consumers prefer colour patterns with similar hues, they favour palettes with a highly contrasting accent colour.
- Creating a visual structure consisting of base analogues colours and contrasting them with accent complimentary colours.
- Utilize background, base and accent colours to create a hierarchy.
- The names of colours are important too - Fancy names are generally preferred to generic names, e.g. 'Mocha' was found to be significantly more likeable than 'Brown', despite them being the same colour.
https://www.psychologytoday.com/us/blog/habits-not-hacks/201408/color-psychology-how-colors-influence-the-mind
Misconceptions around the psychology of colour:
- Personal preference, experience, upbringing, cultural differences and context all effect how we as individuals perceive colour. Therefore the theory that yellow or purple are able to evoke a hyper-specific emotion is extremely inaccurate.
The importance of colours in branding:
- There have been numerous attempts to classify consumer responses to different individual colours.
- Colour is too dependent on personal experiences to be universally translated to specific feelings.
- Colour plays a substantial role in purchases and branding.
- Researchers have found that up to 90% of snap judgements made about products can be based on colour alone.
- The relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the particular brand. (Does the colours fit what is being sold?)
- Purchasing intent is greatly affected by the colours due to the impact they have on how a brand is perceived.
- Our brains prefer recognisable brands, which makes colour incredibly important when creating a brand identity. Ensuring new brands have differentiation to the existing brand has been highly recommended. E.g. If the competition all uses blue, you'll stand out if you use purple.
- Additional research has shown that there is a real connection between the use of colours and customers' perceptions of a brands personality.
- It is very important to use colours to support the personality you want to portray for your brand, instead of trying to align with stereotypical colour associations.
- The feeling, mood and image that your brand creates that play a role in persuasion. Be sure to recognise that colours only come into play when they can be used to match a brands desired personality (the use of white to communicate Apple's love of clean, simple design).
Gender colour preferences:
- Blue is the supremacy across both genders and purple was listed as a top-tier colour by women, but not by men.
- Men seem to refer bold colours, while women prefer softer colours.
- Men were more likely to select shades of colours as their favourites (colours with black added), whilst women were more receptive to tints of colours (colours with white added).
Colour co-ordination and conversions:
- An item that 'stands out like a sore thumb' is more likely to be remembered.
- While a large number of consumers prefer colour patterns with similar hues, they favour palettes with a highly contrasting accent colour.
- Creating a visual structure consisting of base analogues colours and contrasting them with accent complimentary colours.
- Utilize background, base and accent colours to create a hierarchy.
- The names of colours are important too - Fancy names are generally preferred to generic names, e.g. 'Mocha' was found to be significantly more likeable than 'Brown', despite them being the same colour.
https://www.psychologytoday.com/us/blog/habits-not-hacks/201408/color-psychology-how-colors-influence-the-mind
OUGD601 - THE INFLUENCE OF FOOD PACKAGING ON CONSUMER CHOICES
THE INFLUENCE OF FOOD PACKAGING ON CONSUMER CHOICES
How to use colour psychology for food packaging:
- The colours used should be able to project your intended subliminal message for attracting your target audiences and prompt them to buy the product.
- Bright colours can be good to attract the interest of children. Soft colours are more likely to appeal to older consumers.
- Many marketing professionals and psychologists have accentuated the fact that there is a considerable link between the colours and the way they influence human behaviour.
YELLOW:
Yellow is the colour which is fastest processed by the brain - so it is one of the best colours to grab consumer attention.
It also acts as an appetite stimulant.
Scientists have established that when we look at yellow, serotonin (the feel good chemical) is released from the brain, therefore leaves people feeling goof about what they're buying.
BLUE:
Blue can be regarded as one of the most unappetising colour when it comes to food and drinks.
Most recently blue is being used by the food products representing low calorie options (lighter life, weight watchers etc)
GREEN:
Green is the colour which our mind associates with natural, healthy, vegetarian, organic and fresh food options. Therefore green is the best colour to use for the marketing of food items which you want to highlight the natural ingredients or to claim the associated health benefits.
ORANGE:
Orange stimulates the senses and encourages impulse buying, and thus its an apt choice for FTG and snack packages.
How many colours should you include in your packaging?
- The more colours you use, the less attractive the product.
- Loses sophisticated.
- The more colours used, the less they are able to convey the right message.
- You should use 1 or 2 prominent colours only in order to influence the behaviour of the customer.
http://www.growthbusiness.co.uk/influence-food-packaging-consumer-choices-2549477/
How to use colour psychology for food packaging:
- The colours used should be able to project your intended subliminal message for attracting your target audiences and prompt them to buy the product.
- Bright colours can be good to attract the interest of children. Soft colours are more likely to appeal to older consumers.
- Many marketing professionals and psychologists have accentuated the fact that there is a considerable link between the colours and the way they influence human behaviour.
YELLOW:
Yellow is the colour which is fastest processed by the brain - so it is one of the best colours to grab consumer attention.
It also acts as an appetite stimulant.
Scientists have established that when we look at yellow, serotonin (the feel good chemical) is released from the brain, therefore leaves people feeling goof about what they're buying.
BLUE:
Blue can be regarded as one of the most unappetising colour when it comes to food and drinks.
Most recently blue is being used by the food products representing low calorie options (lighter life, weight watchers etc)
GREEN:
Green is the colour which our mind associates with natural, healthy, vegetarian, organic and fresh food options. Therefore green is the best colour to use for the marketing of food items which you want to highlight the natural ingredients or to claim the associated health benefits.
ORANGE:
Orange stimulates the senses and encourages impulse buying, and thus its an apt choice for FTG and snack packages.
How many colours should you include in your packaging?
- The more colours you use, the less attractive the product.
- Loses sophisticated.
- The more colours used, the less they are able to convey the right message.
- You should use 1 or 2 prominent colours only in order to influence the behaviour of the customer.
http://www.growthbusiness.co.uk/influence-food-packaging-consumer-choices-2549477/
Tuesday, 23 October 2018
OUGD601 - HOW FOOD PACKAGING DESIGN INFLUENCES CONSUMER TASTE
HOW FOOD PACKAGING DESIGN INFLUENCES CONSUMER TASTE
- It is rare to experience one form of sensory input to the exclusion of the others.
- The use of multiple senses is how humans learn to navigate the world from early childhood, and does not go away because we become educated and use rational thinking more frequently.
- Food packaging design occupies an unusual place in the sensory appeal game.
- Studies show that peoples perceptions of food packaging affect how they perceive the product within. An example is Cocacola when they had consumers complaining they changed their recipe when they used white cans to push a fundraiser for polar bears, even though they hadn't changed anything but the packaging.
The Nostalgia Factor
- Emotions always come into play when people make choices.
- The packaging that a favourite treat once used at christmas or other special times in your childhood can be enough to cause you to choose a package off the self.
- It is hard for people to resist if they had a positive connection to that brand at one time.
The vessel you drink from influences taste perception
- Two studies have shown that peoples perception of beverage taste is influenced by the shape of the container from which they drink it. - cocacola tastes 'better' from a traditional cola bottle, over a glass or plastic bottle.
Tactile surface patterns affect how well you like a product
- Brand differentiation extends to how product packaging feels to the touch as well. In book selling, velvet feel book covers have tactile appeal, and in a competitive sector where differentiation from competitors can be a fierce battle, this can make a substantial difference to sales.
http://www.pkgbranding.com/blog/how-food-packaging-design-influences-consumer-taste
- It is rare to experience one form of sensory input to the exclusion of the others.
- The use of multiple senses is how humans learn to navigate the world from early childhood, and does not go away because we become educated and use rational thinking more frequently.
- Food packaging design occupies an unusual place in the sensory appeal game.
- Studies show that peoples perceptions of food packaging affect how they perceive the product within. An example is Cocacola when they had consumers complaining they changed their recipe when they used white cans to push a fundraiser for polar bears, even though they hadn't changed anything but the packaging.
The Nostalgia Factor
- Emotions always come into play when people make choices.
- The packaging that a favourite treat once used at christmas or other special times in your childhood can be enough to cause you to choose a package off the self.
- It is hard for people to resist if they had a positive connection to that brand at one time.
The vessel you drink from influences taste perception
- Two studies have shown that peoples perception of beverage taste is influenced by the shape of the container from which they drink it. - cocacola tastes 'better' from a traditional cola bottle, over a glass or plastic bottle.
Tactile surface patterns affect how well you like a product
- Brand differentiation extends to how product packaging feels to the touch as well. In book selling, velvet feel book covers have tactile appeal, and in a competitive sector where differentiation from competitors can be a fierce battle, this can make a substantial difference to sales.
http://www.pkgbranding.com/blog/how-food-packaging-design-influences-consumer-taste
Friday, 19 October 2018
OUGD601 - COP3 PRESENTATION AND FEEDBACK
COP3 PRESENTATION AND FEEDBACK
- Research question.
- Explaining my initial rationale and how I have moved my topics from focusing on the UK's obesity issue, to general packaging and marketing of food and drink. I will be focusing more on this as it leads into branding and advertisement and consumer choices in food and drink.
- Research so far, have heavily focused on colour theory and looking into how colour is used within packaging.
Also looking into emotional connections that the consumer has with products and brands, which rely heavily on their packaging as it has a nostalgia factor to it.
The importance of the feel of the packaging, and how many consumers would rather have something that looks and feels nice over something that is practical.
Psychology behind purchasing and how we are influenced by other people and trends etc. Also relating this back to colour theory and how particular colours can have a psychological affect on consumer purchase.
Started to watch Century of the self which focuses on consumerism and looking into how Edward Bernays transformed peoples interaction with products - changing from a need to a want.
- Potential topics to cover:
Branding
Consumerism
Aesthetics
Advertising (which can be related back to branding)
Luxury vs basic products and their packaging
Healthy vs unhealthy food promotion (relating back to original rationale)
- Primary research task:
See how influential packaging is on a consumers opinion of a product. Even if the same product is being served would they still choose the more luxurious looking item over something more basic?
- Practical ideas:
Potentially looking into basic vs luxury and swapping the aesthetics of them. Design a luxury product with basic packaging and visa versa.
- Image research:
Packaging that has influenced me and looking into how healthy and unhealthy snacks are being designed. Look into common themes within colour choices and type choice.
Also potential packaging design that I would go into.
Feedback:
Question is good and have a lot to talk about but need to decide whether you want to focus on psychological or social.
Psychological will mean you focus more on the colour theory and decisions behind the design, whereas social is looking into what products different types of people are buying (i.e luxury over basic etc)
Look into Tide and their test when they had the same box of soap but in different packaging and the responses they got from consumers.
Feedback:
Question is good and have a lot to talk about but need to decide whether you want to focus on psychological or social.
Psychological will mean you focus more on the colour theory and decisions behind the design, whereas social is looking into what products different types of people are buying (i.e luxury over basic etc)
Look into Tide and their test when they had the same box of soap but in different packaging and the responses they got from consumers.
OUGD601 - PROPOSAL FEEDBACK AND INITIAL QUESTION
Proposal feedback and initial question.
Initial question:
- How does the packaging of food and drink influence consumer purchase?
From my feedback I know that in order to refine my research and ensure that my topic is covered properly, I need to focus on researching into classic, pragmatic and aspirational design methods.
Initial question:
- How does the packaging of food and drink influence consumer purchase?
From my feedback I know that in order to refine my research and ensure that my topic is covered properly, I need to focus on researching into classic, pragmatic and aspirational design methods.
Thursday, 11 October 2018
OUGD601 - SUCCESSFUL FOOD PACKAGING DESIGN - BEN HARGREAVES - NOTES
Successful Food Packaging Design - Ben Hargreaves - NOTES
- "Food packaging has always been divided into two parts in the US: name brands (boring, unimaginative, unchanging) and niche brands (innovative, conceptual, engaging). We prefer the latter, as do most designers. For design firms, nice brands are where the awards are, and name brands are where the profits are." - Rick Braithwaite, president of sandstrom design, portland, oregon.
- Domenic Lippa - director at design agency Lippa Pearce, likens working on fod packaging to being at the coal face of design - by which he means there is just so much out there, most of which isnt that good.
- Whilst many designers have misgivings about the quality of food packaging, none doubt the
importance of the importance of it.
- "There is a growing desire by food companies to maximise the effectiveness of their packaging. This has resulted in an increasing willingness to change. Firms are looking to upgrade their look every two years, rather than every ten years, as in the past. They are no longer afraid that new packaging will confuse the consumer and distrupt their fragile relationship with the brand. They have come to see packaging as an integral part of their marketing programme, and are more willing to spend money to freshen it on a regular basis" - Rick Braithwaite
- Photographic realism: Photography is a key element in desirable packaging.
- Photography is being used in a clever fashion to highlight the product's qualities and create the necessary foodie ambience.
- Treating type: In the search for distinctiveness, brands often go down the route of creating their own logotypes and typefaces in the quest for own ability, even if the consumer doesnt notice the subtle changes that make a font a brands own.
- Visual Language and categories: it takes a brave brand to break the norm when it comes to colour.
- Theres a strong argument for using opposing colours to make a product leap out from the supermarket shelves. It is also important to achieve consistency in the use of colour across a brand or retailers ranges.
- It is hard nowadays to say whether the big brands or the retailers that lead the way in packaging design.
- 'Packaging is peoples perception of the brand; its that core. It is your single most expensive form of advertising; and if you're a small company its your only advertising. When people think of your product-whatever kind of food i may be-they picture the packaging it comes in' - Mark Greene, Pecos Design, New York.
- "Food packaging has always been divided into two parts in the US: name brands (boring, unimaginative, unchanging) and niche brands (innovative, conceptual, engaging). We prefer the latter, as do most designers. For design firms, nice brands are where the awards are, and name brands are where the profits are." - Rick Braithwaite, president of sandstrom design, portland, oregon.
- Domenic Lippa - director at design agency Lippa Pearce, likens working on fod packaging to being at the coal face of design - by which he means there is just so much out there, most of which isnt that good.
- Whilst many designers have misgivings about the quality of food packaging, none doubt the
importance of the importance of it.
- "There is a growing desire by food companies to maximise the effectiveness of their packaging. This has resulted in an increasing willingness to change. Firms are looking to upgrade their look every two years, rather than every ten years, as in the past. They are no longer afraid that new packaging will confuse the consumer and distrupt their fragile relationship with the brand. They have come to see packaging as an integral part of their marketing programme, and are more willing to spend money to freshen it on a regular basis" - Rick Braithwaite
- Photographic realism: Photography is a key element in desirable packaging.
- Photography is being used in a clever fashion to highlight the product's qualities and create the necessary foodie ambience.
- Treating type: In the search for distinctiveness, brands often go down the route of creating their own logotypes and typefaces in the quest for own ability, even if the consumer doesnt notice the subtle changes that make a font a brands own.
- Visual Language and categories: it takes a brave brand to break the norm when it comes to colour.
- Theres a strong argument for using opposing colours to make a product leap out from the supermarket shelves. It is also important to achieve consistency in the use of colour across a brand or retailers ranges.
- It is hard nowadays to say whether the big brands or the retailers that lead the way in packaging design.
- 'Packaging is peoples perception of the brand; its that core. It is your single most expensive form of advertising; and if you're a small company its your only advertising. When people think of your product-whatever kind of food i may be-they picture the packaging it comes in' - Mark Greene, Pecos Design, New York.
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