Visual Language Project 3: Packaging and Modes of Appeal

So here we are at project 3. Unfortunately I didn't get selected for the Jazz poster's that went to the folly, but maybe I'll have better luck next time a contest comes around. Anyway, we've moved on from Rhetorical tropes to a new thing known as "Modes of Appeal".

We've learned there are 3 of these:
1. Emotional (Pathos)
2. Logic (Logos)
3. Ethics (Ethos)

These are essentially channels employed in just about everything to appeal to us/ grab our attention. These are essential in package design, and that brings us to project 3 of the Visual Language course.

For this project we had to choose 3 different packaging solutions, 1 representing an example of each of the Modes of Appeal. We are later going to redesign the packaging for these products, using a different mode. This won't be redesigning the container necessarily, just the graphics on the packaging to better sell the product, and to appeal to the consumer in a different way.

So for my emotional piece, I chose this Nescafe Classic ground coffee product. The jar is glass, and it relies on a simple label to carry it's information. The imagery itself is what's doing the appealing. The coffee and warm tones rely on our wakened emotional state brought by coffee and the alert warm sensation it brings for our morning. It serves as a perk up and emotional lifter throughout the day, and the packaging uses these emotions to pull in it's customers.

Intended Audience: A bilingual group of average citizens who need a warm wake up routine in the morning to fall back on. This could be anyone from employed to students to the teenager trying their first cup. Nescafe, owned by Nestle, uses an image of a warm cup of coffee to appeal to the cold groggy morning individuals who need a little help to get started each day. The fact that it's an instant product also appeals to our impatience or short time for preparation before work and events. The warm tones give a sensation of happiness and readiness.

For logic, I chose a box of Soyjoy brand health bars. These contain many nutrients and fruits, and are formulated for a healthy body. The practical and simple packaging combined with the wholesome ingredients and message target an audience with a logical solution to a healthier body.

Intended Audience: A consumer seeking a healthier body using simple and noncomplex ingredients. Due to the nature of the packaging, they will likely be a gym member or fitness person of some sort. The packaging is simple and heavily geared toward the logos (logic) mode of appeal, with a lot of listed health information and they use the rounded square to bring in a similar formal element, almost making the package into an info-graphic sort of mode. The red color choices also relates to the berries used in the product, as well as promoting a genderless feel. Sure it's not a protein power mix, but it's not working in a female only way.

Finally, for my ethical mode packaging example, I chose a bottle of Mrs. Meyer's Clean Day liquid hand soap. The label and it's type around the bottle are very simple, carrying a simple message. The soap is aromatherapeutic, cruelty free, never tested on animals, and are biodegradable. The bottle itself is made with 25% post consumer plastic. These little things mount in the consumers ethical center, and convince the buyer that they are doing mother nature a service by using Mrs. Meyer's products.

Intended Audience: The house mom who wants a simple clean product for daily use within the household and with her children. The green generation are also included, because of Mrs. Meyer's highly ethical production process, cutting out wastes, cruelty, and harmful cleaning agents. The packaging is simple and modern with it's use of text and how information is worded and ordered. Younger generations will be drawn in with message and package design, rather than the product only targeting an older adult audience. The packaging is partly recycled as well, furthering their mission for environmentally friendly and simple products.