To start out the project, we learned about the 3 modes of appeal, and how to use those effectively to persuade an audience. The project was to redesign a products packaging using the 2 modes of appeal that it isn't currently using, and to make it look better of course.
For my packages, I chose Mrs. Meyers basil liquid hand soap, SoyJoy fruit and nutrient bars, and Nescafe instant coffee. The 3 backages were different materials and had considerably different forms. Mrs. Meyers was using Ethos, SoyJoy was using Logos, and Nescafe was using Pathos.
After passing our package choices by Jamie, we started doing thumbnail sketches for each product, attempting to create concepts for the 2 modes of appeal that each product was not utilizing.
My best sketches seemed to be SoyJoy's. I think I might have been biased toward SoyJoy from the beginning, but the relation between fruit and the human body was an interesting concept. After deciding on which package we wanted (SoyJoy), then we began a round of digital iterations. I also couldn't find an online eps of SoyJoy's logo, so I had to vectorize it myself.
The Berry direction worked best for Pathos. The bright colorful and fresh fruit helps to pull at the consumers hunger and healthy habits, while the words represent the benefit of each berry eaten. For Ethos, I liked the direction using a SoyJoy bar in place of a fitness aid. This created an interesting dialogue between the importance of SoyJoy's nutrients, and the activities of reliable and consistent athletes. They create a sense of trust in the consumer that SoyJoy is a necessity to their diet/ work out routine.
The Berry direction however was too crowded, and very illegible. The full bleed imagery also didn't work well with SoyJoy's persona. The bike direction also didn't hit it off to well with my peers, and while working, the idea of being 100% U.S. grown popped into my head.
With our concepts firmly in hand, we began to fully design them, and mock them up in real size. The photographic images in both directions switched into vector artwork, using flat plains of color and representing the simplicity of ingredients that SoyJoy uses in their ad campaigns. I created my first box, designing around the sides for my Ethos direction, and I created many iterations for the placement of text and image for my Pathos direction.
The colors needed to be worked out for the Ethos direction. The soil was too dark, and the sky wasn't quite blue enough.
The side was also begging for a mission statement. I digitalized the nutrients table so that it would be clear, and because I thought it was a necessary experience. Overall, the design for the box went well, and I moved on to the final box. As for the Pathos direction, I chose a pale yellow, with luscious reds and magentas for the berries. Things popped, and I moved on to designing the final box for it as well, using the same template as the Ethos box. The berries were arranged in a sort of balancing act, reflecting the life of the consumer.
No comments:
Post a Comment