Research Question
How does packaging design influence consumer purchases in relation to "health foods"
Rationale
I chose to look at packaging in COP3 due to how much I enjoyed creating packaging for a brief during the responsive module. I was happy with the final outcome and wanted to continue in the same field of design. Focusing the project around the concept of health foods will provide me with a wealth of knowledge and given my interest on the subject of nutrition. I think that doing this will expand my knowledge on the subject both in terms of design and consumerism.
Contexts
Aesthetic - exploring how the overall appearance of the packaging appeals to the consumer.
Social - Looking at markets depending on audiences, eg high quality vs budget, also looking into limitations of packaging relating to gender etc. Focusing on health foods in particular and fads/crazes and how the design of packaging for health foods supports this.
Ethical - Looking at materials and methods of production, for example environmentally friendly materials and the ever growing need for this. Considering the subject of health and fitness (could be a sensitive subject for some people).
Theoretical Approach
Classical Conditioning
towards consumer behaviour treating packaging as a stimulus.
Brand Theory
how brands use packaging to appeal to consumers.
Methods
Data collection from consumers and peers on the subject of health and related crazes - in forms of surveys. Interview nutritionists and experts on subject of health.
Articles (also can look at health bloggers) and books on food/nutrition/packaging.
Practical Approach
Produce a range of health food packaging.
Resources
Books on packaging design and similar design websites. Input from consumers. A range/ collection of existing packaging
Adobe Software to create outcomes.
Print resources to print final range, alternative workshops (metal/wood)
Summer reading list
The Art of Package Design - Sandu Publishing
Packaging the Brand: The Relationship Between Packaging Design and Brand Identity - Gavin Ambrose
Eat Me: Appetite for Design - Viction Workshop
Food Packaging Design - Douglas Riccardi
Food Packaging: Principles and Practice, Third Edition - Gordon L Robinson
Time Management
May - refine research question
June - begin reading books on subject
July - make detailed notes on research topics and research
August - start planning essay
September - start writing essay
October - Begin practical project and continue with essay
November - Finalise essay and continue with practical
December - Finish practical and check relatability of the 2, adjust if needed.
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