Granola Bars

Indicate the “target group”.

Children ages 4-12.

Healthy people, ages 20-40.

Does the design speak effectively to the target group?

Yes it does.

Yes it does.

What is the Product Positioning?

Product position is for children, fun and clean and crisp.

Product position is for the person living a healthy lifestyle and who is watching their diet.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

The level of awareness of the manufacturer’s name is high. Everyone knows of Quaker and their oatmeal products. The Chewy granola bars are also well known in their line of many products. The treatment of typography shows an emotion of tenderness and boldness to children. Something that children can identify themselves with. It’s a fun type and gives the chocolate chip granola bars even more reason for fun. Graphical devices used are the granola bars, added “flavour” devices to differentiate, as well as the colour.

President’s Choice is well known, and their Organics line is also well known for the healthy eater. Their treatment of typography is gentle, yet formal at the same time. It gives a sense of serious “organic” business, which may involve the health aspect of the diet. The graphic of the leaf on the side with the white O is also very well done, and blocks out a new meaning for Organics as being something of nature.

Does the design create strong attention value? If so, what devices have been used to establish this quality?

Yes it does. The colours are strong and the typography is bold, capturing anyone’s attention.

It has some attention value, but is boring in a sense that it’s promoting health. Not too many seem to be worried about health as much as the healthier people. The colours of green promote health, yet at the same time it can also look like a sick colour.

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

The “chunky” feel of the granola bars and the “chunky” feel of the letters help in the encouragement of purchasing the product. The graphical images of the bars and the letters help in this impulse purchase.

The leaf design on the side – it gives it a stationary feeling. And at the same time, something more timely, organized and a formal. The granola bar doesn’t have much of an encouragement, but perhaps the smaller nutrient bits and pieces around it make it look more delectable.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

Appetite appeal is strong. The use of colours to match with the product, at the same time the boldness of letters help in making it really feel “chunky” and delicious.

The granola bars look too healthy… and not very appetizing. However, for one who is a health watcher, they may consider the granola bar illustration on the package to be a factor, aside from the words “Organic”.

How effective is the differentiation between flavour/varieties with the packaging line?

The differentiation between flavours and varieties are very effective and the packaging line is clearly defined by its colour coded method. Red for Rocky Road, pink for the Smores, purple for the Trail Mix, brown for Chocolate, green for Apple Chunk, maroon for Raisin and yellow for Banana.

There is not much difference in the two flavours offered in the Organics granola bars. There are no colour codes for varying the flavours – one is dependant on the package cover in order to realize which one is which. The differentiation technique is not effective for both/either Cranberry Almond and Peanut Butter Chocolate Chip.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

The package form is appropriate to accommodate the shape of the product that is placed within. The 3D shape of the rectangular box is appropriate and simple, yet durable with its semi-glossed cardboard material. The form is small and holds a fair amount of granola bars – just perfect for a children’s snack!

The package form is appropriate to accommodate the shape of the product that is placed within. The 3D shape of the rectangular box is appropriate and simple, yet durable with its semi-glossed cardboard material. The form is small and holds a fair amount of granola bars – perfect to carry while on a morning jog.

What other strengths and weakness can you define about each package?

The packaging design has many strengths and I do not think that there is any weakness in this. The design works well and attracts the attention of many people without the use of bright colours and flashing lights. It speaks for itself.

The packaging design has many strengths yet the weakness lies within its promotion of the product and its many flavours. It’s plain, almost boring yet colours are immediately captured in the granola bar itself and the contrast of the white background helps in accommodating a new look.

Chips

Indicate the “target group”.

Ages 10 and up, from children through to the teenage years.

Adults 20 and up, into the elderly age.

Does the design speak effectively to the target group?

Yes it does.

Yes it does.

What is the Product Positioning?

Looks casual but neat, and at the same time gives some type of “fun” and “creative” feeling to it.

It looks plain, formal and almost boring. Something that people of the higher-end of the medium-rich people would buy.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

Through advertisement, the Manufacturer and brand name awareness level is very high. The typography is bright, yellow, and effective in catching your attention. It doesn’t look too childish, but at the same time it gives a quality feeling of “for more mature children”. Graphical devises used are the chips floating on the bottom of the package, and the white strip that separates the colour of the background from the title, which would not stand out on the coloured background but only on white. The flowing feeling of the white band gives a sense of “flavour” and “aroma”.

The level of awareness for the Manufacturer and brand name is dependant on the audience. For the target group, they will recognize this product immediately. For the younger audience, they will not have heard of this product. The treatment of typography on this looks very bold, yet very gentle and almost formal in a sense by what the product position is really. And with the added type, Minis, in italics it gives it a feeling that it’s for, perhaps, the more sophisticated people. Graphical devices used in this packaging are the crackers floating around at the bottom and a dark colour for the negative space, at the same time a rectangular shape that blocks out most of the package to help accommodate the text over the package.

Does the design create strong attention value? If so, what devices have been used to establish this quality?

Yes it does. The devises used to establish this quality is by using a mix and variety of colours to accommodate the different flavours and variety available to us at the grocery store. The letters contrasted against the white band also helps in jumping the letters right out at you.

The design looks rather boring, and it doesn’t have too much attention value. The colours are dark, dull and boring, and the cookies are just an added effect to create some type of attracted feel.

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

The feeling and sense of “aroma” through the wavy white band across the top of the package, as well as the visualization of the chips that must be contained within the bag.

It must be the crackers on the box that immediately causes you to want to buy it. And the way that their placement on the package has been treated that encourages purchase because they look “so good”.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

Very strong – especially for the heavy snacker. Through the visual devices that help in impulse purchasing, it helps in triggering our senses and thus causes us to feel hungry. The colour is also an indicator and contributor to send the rush of coloured “flavour” to out tongues.

Medium to strong – the colours have helped accomplish this in the differentiation – especially through different colours.

How effective is the differentiation between flavour/varieties with the packaging line?

Very effective. The flavour/varieties have been colour coded, from cadmium red for BBQ, to red for Ketchup, green for Ranch and a darker green for Sour Cream and Onion, blue for the original flavour, purple for All Dressed and yellow for Salt and Vinegar.

The differentiation between flavours and varieties in the packaging line is effective. The only thing that changes is the colour of the crackers on the cover as well as the block of colour behind the text that allows it to stand out. From green, blue, yellow and then to red. All support a different flavour.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

Packaging form is very effective and appropriate, allowing the 3 dimensional shape of the “baggy” to promote a sense of a “snack”, just as children used to take chips in Ziplocs to school to eat in their recess. The material has a metallic feeling to it, giving it a sense of “shiny” food. Easy to carry and very durable. The shape of the package also gives a sense of a present with the aluminum type material, good food wrapped and ready to go.

The choice of package form for the product is appropriate. It’s plain, and it’s a box. It contains the crackers, and is a simple 3D form that has been used for many years. The choice of material is cardboard, and that does help in promoting the very boring image that it is given. However, it does not represent the “high-quality” life.

What other strengths and weakness can you define about each package?

There are many strengths in this package that helps give the idea of “chips” but at the same time say it’s not “crackers” at the same time. The only weakness is the metallic look, but it’s very nicely done and gives a new meaning to what a “chip/cracker” snack is all about.

If there was something more fun and playful put into the packaging design, maybe it would then appeal to every one of all ages. However, the design created to target elderly people is well done and not so harsh on their eyes. Points for that.

Soup

Indicate the “target group”.

The target group are those who can access the stove and are unable to cook for themselves. Since they have to cook this soup, with boiling water, they need to have access to the stove.

The targeting group of this product would be teenage demographic and up. (Because, this soup is already cooked for them, and all they have to do is open the can and heat it up. It is very easy. )

Does the design speak effectively to the target group?

This design is effective to the targeting group. It has clear information and suitable colours to attract consumers.

This design speaks effectively to the targeting group, it has very calm, and powerful colour of use in the red logo, and very effective images of soup with spoon.

What is the Product Positioning?

This product is positioning convenient for the people who have to cook. Simple and quick ways to cook.

The product positioning shows the very convenient side of it. The design speaks for people who are also of high-status. All they have to do is heat it up.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

This brand name of is well known. Not only for the soup, but for other instant foods as well created by Lipton. The typography is very clean and simple and is not too complex. Graphical devices used are the usage of colour, and the presentation of the soup/noodles on the box.

This brand name of awareness would be very high. Most of people would know this brand name, and since this package of can soup is very popular, and it has designed that way since it came out first. It is very popular and well known package design.(Andy Warhol used the can soups to create his art work.-Pop Art)

Does the design create strong attention value? If so, what devices have been used to establish this quality?

This design has strong attention value. The bright colours draw your attention to it, and it very simple, especially for the type on the red background and over the yellow.

This design creates strong attention value. Especially, the vivid and strong colour of red, and the blue ribbon look, is very attractive. So the use of strong and bright colours with this Campbell’s font is very effective. When it displays in the shelves, the repetition of the colour of red would be very effective.

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

-Specifically, it has information on the front saying “5 min”, and this fact would allow people to buy more of this product.

-The label at the front, ‘fresh pasta’ is most likely to attract consumers. Also, the gold circle, the top of the can would draw consumer’s eyes. Because gold represent something valuable, and they would be attracted to that.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

-The image of chicken and big slice of vegetable with the spoons would have strong appetite appeal. 

-It has very strong appetite appeal by the image of chicken soup that is inside of the can. Also, by using the bowl and the spoon, it creates the desire to want to eat this soup.

How effective is the differentiation between flavour/varieties with the packaging line?

-The ‘Lipton’ Company has a variety of flavours. Almost similar as Campbell’s company, and I think they did good job with differentiate all different flavours with colours.

-This soup company has varieties of flavours, such as chicken, mushroom, cream, half fat, tomato, and vegetable flavour.  It has their unique colours and different images on the packaging. Each package has colours of yellow, blue, green, and purple that represents each flavour.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

-This package form is rectangular form of box. It is appropriate, because there is another two packages of pouches that contains actual soup, so it is appropriate to have double packages of inside and outside.

-This package form is cylinder format, and I think it is appropriate for this soup.

What other strengths and weakness can you define about each package?

-The strength of this package is that it is easily opened by ripping off the top part that is glued together and by visual effects, it attracts the consumers. The weakness of this package would be, compare to the pouches that are inside, it is little big size for the package.

-The strength of this package is, it catches eyes very easily, and appropriate size for the serving a person. However, the only weakness of this package would be, in order to open this can, you need to have another equipment to open this.

Drinks

Indicate the “target group”.

-The target group is teenage group.

-The target group would be, age between twenty-thirty. Also, people who has a lot of interested in the nature.

Does the design speak effectively to the target group?

-Yes, this design of product speaks effectively to the target group. The image that is presented in the cover is very colourful and so it would attract teenage group effectively.

-I don’t think this design speaks effectively to the target group, because of the material that used in this product, the glass, which is very heavy material, and it contains 520ml. (Heavy to carry on.) However, the logo of this product seems appropriate to the target group.

What is the Product Positioning?

-This product is positioned to attract younger people and gives it a fun, casual look.

-This product is positioned to give a more country side feeling, yet at the same time a bold, masculine effect.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

-This brand name is from Minute Main, the juice company. A lot of people are aware of this brand name, and this is well known company for the soft drink. The typographic of this brand is very well done with the use of a rather casual and humorous font. Also, the image that is used in this product is very appropriate. The use of fruits floating around the typography is an effective visual/graphic device that has attracted attention to it.

-This brand name is from coke company, and since it is new brand “Mad River”, people are not aware of this product that well. However, the typography and the design of the logo itself is very effective and has relationship with the name itself. The usage of the mountains in the background of the logo gives it the feeling of mountain fresh drinks.

Does the design create strong attention value? If so, what devices have been used to establish this quality?

-This design creates strong value. Unlikely with ‘Mad River’, it has a lot of visual effect on the cover of bottle. The colourful drawings of fruit and the boarder leads strong attention from the viewers.

-I think this design create strong value. This product is contained with glass, so people can see through what type of drink is in the bottle clearly. The colour of drink itself is become part of design element in this product. For example, the orange flavour, the strong vivid colour of orange colour of drink itself has strong impact on the eyes of consumers.

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

-This drink has strong impulse purchase indicators. The illustration on the cover of this bottle, especially the drop of water around the fruit has effect of this drink is very cool and it would fill their thirsty.

-This drink has a lot of information about this product at the back side of this bottle, about where is this is came from, what is it made out of and etc. That information is very strong to the consumers to purchase this drink, because it proves that this drink is very healthy, and natural.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

-It has very strong appetite appeal to the consumers. The design element, the use of colour and the illustration has significant impact on the product. Also, the form of this design is very attractive.

-If the consumer is really interest in the nature and really cares about their health, they would create the appetite appeal for it. This company is directly saying that this drink came from nature, and has all the information about the product.

How effective is the differentiation between flavour/varieties with the packaging line?

-It is very effective to differentiate between flavours. It has strong visual effect of the illustration of the cover with different images, and it also has different colours of drink that helps to define the product.

-It is very easy to differentiate different types of flavours, because the colour of drink is very vivid and easy to tell which one is which. It has seven different types of flavours, however they only use red, and yellow, orange to differentiate the flavours. But the colour of package itself helps to determine the flavours.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

-The structure of this package is very good. This bottle carved as when consumer actually holding this bottle, so people can easily hold on to the glass. Also, this is not that heavy as Mad River.

-The structure of this package is not that effective. This material is very heavy glass, so I assume that it would be easily break, also it would not be convenient for the consumers.

What other strengths and weakness can you define about each package?

-The strength of this package would be it has variety of colours and interesting illustration. Also the best part of this package would be the shape of the bottle.

-The strength of this package would be it contains about of information about this product, and has effective use of colour of drink it self, that it becomes part of the effective design element. The only weakness of this package would be the shape of bottle and use of material.

Rice

Indicate the “target group”.

The targeting group would be older generations rather than younger one.

(Ex. Retired people who does not want to cook and be able to cook easily.)

The targeting group would be family. The ordinary family groups that both parents are working, so they do not have enough time to cook for rice, so they can use this product. Also, teenage group they can cook in short time with this product.

Does the design speak effectively to the target group?

Yes, this design speaks effectively to the targeting group. (By keeping images of this brand from past period, and the tone and colour of this product it self is very old fashion)

Yes, this design speaks effectively. It has certain bright colours that would attract certain groups, and the all the delicate design is very effective with pleasing consumer’s eyes.

What is the Product Positioning?

The product positioning shows the convenience of cooking rice.

The product positioning shows the comfort for the consumer’s about saving their time for the cooking.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

This brand name “Uncle Ben” is popular brand and regarding to the typographic treatment it rather has old fashion ways of attracting the consumer and by using the image of old portrait of ‘Uncle Ben’ is effective. Also, they used the contrast colour of orange background with blue font. So it is effective. It provide the image of product itself; the cooked rice.

The ‘Lipton’ brand name is fairly popular. It has more than rice product. Such as different flavours of pasta, soup, vegetable, and etc. This brand name is big company brand name. The images at the front, which has rice that are on the plate, and scoops of spoon that looks very delicious. By having bright, fresh colour, it is very effective.

Does the design create strong attention value? If so, what devices have been used to establish this quality?

Yes, it created strong attention value by use of colour. They did not use too much colour and has similar tone of colour; yellow, orange, brown.

I think this design create a strong attention value, by having interesting position of name of this product. Unlike other types, they put their name in left, vertical ways. 

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

The image of this rice, after it served with extra props, such as plate, fork, and a bit of sauces are the main fact to encourage the purchase.

The visual effects are the main part of attract a consumer. The image at the front package is very nicely positioned, so that consumer would like to eat that scoop of it. Also, by having “5min” sign at the front would encourage people to buy them, because it takes such a short time to cook it and it is very convenient.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

This is not really attracted to my senses. Personally I like more colourful bright colours rather than classical colours that they used in this product. I think it is very important to have a quality of visual attraction in a package design rather than the information of product itself.

It is strongly appeal to me, because, it has very neat background with images, it also has the description of steps of cooking this product with simple diagrams that I can observe easily. 

How effective is the differentiation between flavour/varieties with the packaging line?

There are many different flavours for this product, such as ‘Long Grain and Wild’, ‘Original Long grain’, ‘ Roasted Chicken’, ‘Spanish style’, and ‘ Whole Grain Brown’ with different colours of the name and each package contains their own flavours of rice.

There are many different flavours of this product. By researching beyond this company, there are around forty different types of rice, pasta, and noodle. They differentiate each of them by different images of flavour product, and the colours. I think they did good job on differentiating each flavour.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

-This package is made out of special material since it has to protect the food inside. Bottom part is ellipse shape and the top part is glue them together. I think, this is appropriate choice of the package form.

-This packaging form is appropriate by using special quality paper to protect what is inside, and in structure wise, it looks reasonable. The proportion of the package form   is little bigger than what is inside, but the air inside has to protect the product, So I think it is appropriate.

What other strengths and weakness can you define about each package?

-The strengths of this product would be, it explains fully about the process of cooking with detailed information with images, so consumer can easily use this product. The weakness would be it only speaks to certain targeting groups, so it would not attract other groups efficiently.

-The strength of this product is it has very effective visual effect that creates consumer’s desire to buy this product. Also, it has clear explanation of how to make this and all the clear information about this product. There is no weakness in the product.

Detergent

Indicate the “target group”.

Ages 20 and up.

Ages 20 and up.

Does the design speak effectively to the target group?

Yes it does.

Yes it does.

What is the Product Positioning?

Target position looks like something casual, yet at the same time bold and “in your face” with the bright colours. It looks very “Retro”.

Target position looks something casual, yet at the same time bold and “in your face” with the bright colours. It looks very “Retro”.

What is the level of awareness of the Manufacturer’s Name and the Brand Name? What comments do you have regarding the typographic treatment used based on how appropriate the Brand Name is to the positioning of the product? What graphic/visual devises have been used?

The level of awareness of the Manufacturer’s name and the brand name are medium to high, and many people are aware of the product and company. The treatment of typography is well done; it almost reminds me of TIDE but at the same time, plays with gradient blue and type face feels much bolder. The graphic/visual device of the sun being red and the yellow all around it being the sunlight pouring out into the bottle/box has become very simple graphic designs, and yet have a nice “SUNLIGHT” quality.

The level of awareness of the Manufacturer’s name and the brand name is very high, everyone is aware of the product because of commercials. The treatment of typography is very bold against the red background, allowing for words to jump out and say “TIDE” while grasping the swirling colour effects. The font type they used also wraps itself around the graphical effects and aids it in giving it that Retro feeling. Visual devices used are a bright red background for the bottle colour, and a swirling circle that’s supposed to represent the “tide” in a graphical sense.

Does the design create strong attention value? If so, what devices have been used to establish this quality?

Yes it does. The colours are bright, yellow and very vibrant that it captures your attention. The limited design usage and the playing of just colour and simple shape in the background really plays up the product. The design is very eye appealing and not so harsh on the eyes to be confusing.

The design does create strong attention value. The usage of bright, red colours and orange and yellows allow you to become alert and awakened to the product.

Define the “impulse purchase indicators” – What elements have been used to encourage purchase?

The bright yellow colours almost brings your attention towards the product, and perhaps causes enough blindness damage that it will make you pick up the product and buy it without realizing. The colours are a big indicator, and its sensual looking shape makes it a must have.

The “dangerous” colour usage helps in encouraging sales, but recognizing the colour red as “stop” does make the customer stop to look. The shape of the bottle also contributes to purchasing factors.

How strong is the appetite appeal (if applicable)? – How has this been accomplished?

N/A

The graphic is visually appealing.

N/A

The graphic is visually appealing.

How effective is the differentiation between flavour/varieties with the packaging line?

The colours of bottle caps are different to differentiate between “lemon” and “bleach” and normal scents. The colour coding of the caps isn’t very effective, however the difference can be clearly seen.

The colours of bottle caps are different to differentiate between “bleach”, “no scent”, “mountain fresh” and “lemon” scents from the original product. The colour coding of the caps stand out just as much against the red bottle colour.

Packaging form, how appropriate is the choice of the package form to the product? (This may deal with the 3D form, choice of materials used, proportion of the package form, etc…)

The packaging forms for both the liquid and the powder form of this product are appropriate. The material used for both helps in accommodating the product within the package. It’s durable and easy to carry/handle – the shape of this is very bulky, curvy and feminine like – appeals to the female demographic.

The packaging forms for both the liquid and powder form of this product are appropriate. The material used for both helps in accommodating the product within the package. Its durable and easy to carry/handle, and the shape is given a unique look – a nice box shape for the bottle.

What other strengths and weakness can you define about each package?

I really like how the simple statement and colour says it all. However, the only weakness is the coloured lids. If they could come up with a different way to differentiate from the varieties, it would most likely add effect to it.

I think that the strength of this line of detergent is that the word is right there, and we’re easily jerked awake to what the product is. The weakness, however, could lie within the font type. I think they could perhaps work the variety not from checking the lids, but from the whole bottle itself.