1. Project Objective:
This was the first packaging design project I have ever done. The objective was to pick out a package to re-design (in this case, a cracker box), research our target audience, and create a more interesting layout.
2. Research
Historically in America, women's roles were primarily to be caregivers to the children and take care of the home (cook, clean, etc.) while the men were away at work or war. Advertising was very much aimed at women in the grocery stores since they were usually the ones who did the cooking and shopping. Though this role may remain true for many women today, there is a new trend showing more men staying home with the children and the women going to work. Advertisers have recently shifted their attention to men in the grocery stores. A survey by Nielsen Research found that 61% of females vs. 39% males were the primary grocery buyers. Knowing this information, I tried to keep my design very gender neutral.
Color theory: Before knowing the "Ketchup and Mustard Theory" which theorizes that the colors red and yellow make a person hungry, I had used blue for my cracker box design. After learning that blue was considered a color that suppresses appetite, I changed the main color to yellow which, after looking at competetors color choices, seems to be commonly used for snack packaging.
Color theory: Before knowing the "Ketchup and Mustard Theory" which theorizes that the colors red and yellow make a person hungry, I had used blue for my cracker box design. After learning that blue was considered a color that suppresses appetite, I changed the main color to yellow which, after looking at competetors color choices, seems to be commonly used for snack packaging.
3. Brand Message
"Food Should Do Good"
The CEO of the Food Should Taste Good brand expresses on his website the importance of food tasting good as well as being healthy which can only be acheived by using real, organic ingredients in his products.
4. Target Market
I decided that the target audience for this product was primarily parents who want their children to eat healthier so I designed around that concept using a smiley face made out of healthy foods for the front. The company who produces these crackers is very proud of being organic so I also incorporated some “earthy” visuals such as a farm on the back and advertised a complimentary product on the side panel that is also organic.
The Creative Process
The Dieline
