Monday 22 December 2014

Essay: Sainsburys Wine

"If you look at a bottle of Sainsbury's wine, the way it's packaged is actually very clever," says Simon Wright from Greenwich Design, an agency which has worked on supermarket own-label designs. "Rather than have the name of the supermarket all over it, you have to look pretty far down the label before you get to a line saying it's made from grapes 'selected for Sainsbury's'."
http://www.theguardian.com/lifeandstyle/wordofmouth/2013/feb/04/rise-of-the-own-brand

Thursday 11 December 2014

Context of Practice - Lecture: What is Research?

'Process is more important than outcome. When the outcome drives the process we will only ever go to where we've already been. If process drives outcome we may not know where we're going, but we will know we want to be there.' - Incomplete Manifesto for growth - Bruce Mau Design 1998

Steve Johnson - Where Good Ideas Come From



We need to think about research as interconnected.

Werner Gaede -Vom Wort zum bild. Stimulated Approach.
This is a conscious or subconscious search for inspiration from an external repertoire: in the surroundings, media, in discussion, libraries, etc... The main concern here is the development of analogies and associative approaches, which are then further developed into individual solutions.

Intuitive Approach
This is the development of though process, which is primarily based on internalised perceptions and knowledge, that is to say an internal repertoire. This type of though process may occur spontaneously


The process of research is driven by questions... How? Why? What if? Research starts with a question.

Types of Research 

Primary Research
Developed and collected for a specific end use. Usually generated to help solve a specific problem.

Secondary Research
Published or recorded data that has already been collected for some other purpose other than the current study.

The analysis of research that has been collected at an earlier time (for reasons unrelated to the current project)

Quantitive Research
Deals with facts and figures. It is empirical, and can be compared.


Qualitative Research 
Its not about facts and figures, its peoples emotions feelings etc... Cant be measured the same way as quantitive.


What is information?
Any communication or representation of knowledge such as facts, data, or opinions any medium or form including textual, numerical, graphic, cartographic, narrative or audio visual form. Information is what we do with the data.

Context of Practice - Essay: Supermarkets are tricking shoppers into buying their brands

http://www.thisismoney.co.uk/money/bills/article-2307538/Which-says-supermarkets-trick-shoppers-buying-brand-products-copying-household-names.html

An interesting article I came across on This Is Money. Supermarkets have been redesigning their own brand packaging to look similar to the main brands. Customers have bought the own brand products as a mistake thinking that they were the real deal. Using similar design allows the customer to fill in the gaps and link it to the official brand. The supermarkets are piggybacking on the well known brands using the trust and reliability that the brand have built up with consumers. This means that Tesco, for example, doesn't have to put in extra resources to create a trusted product.

I found it quite interesting how people complained that they had been misled or lied to, when actually they just haven't read the packaging. This really supports the argument that package design is key when it comes to sales. People only bought the product because it looked like head and shoulders etc... They don't read the information but rather look at the aesthetic as a whole and link certain design factors to the brand.


John Noble from Which?, said: ‘Our research shows that consumers are more likely to buy own-label products if they look like brands. This is another interesting point. Why do people buy non branded products that look like brands? Is it because the design is nicer, more thought through. People like to buy products which have a visually pleasing aspect. Or perhaps it is the stigma that comes with buying non brands, if a product is cheaper the design tends to be cheaper - it reflects the product. People connote a cheaper product with less money and if someone is buying a cheaper product it implies they may not be able to afford the 'better' brands. This is not to say this is true but perhaps would explain why people buy the cheaper mock brand - it looks more like a brand and removes this stigma that comes with buying value products. Alternatively they may just not pay attention to what they are buying and they just don't notice the difference.

Wednesday 10 December 2014

Essay: Supermarkets discover shoppers hate excess packaging as waste campaign gathers force - Independent

An independent news story I have found interesting and applicable to my essay in relation to sustainability and the environment.

Supermarkets have detected considerable annoyance among their customers about excessive packaging, as The Independent's campaign against waste gathers support from politicians and stores.

Research by three of the country's biggest chains, Tesco, Marks & Spencer and Sainsbury's, has found people are irritated at having to throw away so much plastic and cardboard after a shopping trip.

Speaking on packaging, Tesco said a concern for the environment had come through loud and clear in polling. "The thing that emerges from the research is that our customers say: 'Yes, we would like to do more if we can. Just help us to do more'," a spokesman said.

Sainsbury's has passed The Independent an internet survey of 1,922 customers in November which found widespread opposition to packaging. Some 77 per cent said they were trying to reduce food and packaging waste.

Shoppers were asked to respond to the statement: "I have actively tried to reduce the amount of household waste (from food and packaging) we produce in the last year." Some 33 per cent strongly agreed and 44 per cent agreed slightly that they were taking action. In another question, respondents were asked whether they made sure their products and packaging were environmentally friendly and could be recycled or composted. A majority, 57 per cent, agreed they did so. Twenty per cent of consumers said they had decided not to buy something at all because it was difficult to discard.
Women were slightly more likely than men to be cutting down on packaging while people living in the South-west were the most concerned about the environment. The Independent's Campaign Against Waste has been wide-ranging - and successful. We have highlighted the absurdity of over-packaged goods, exemplified by the shrink-wrapped swede we found on sale in Morrison's. A front page questioned why everyday goods, from toothpaste to carrots, are swathed in plastic or cardboard destined for landfill. We showed how other European states were cutting waste: the Belgian deposit scheme for plastic and glass bottles; the in-store recycling bins in Germany; and the habit of Greeks of buying olive oil in large cans rather than small bottles. Our coverage of the thousands of tonnes of British waste shipped 6,000 miles to China was raised in the Commons. At Defra question time on Thursday, MPs demanded to know from the Government why so much waste was being taken somewhere it caused illness and pollution among under-protected workers.

MPs also wanted to know what pressure was being applied to the grocery chains to take action.

Meanwhile hundreds of Independent readers have sent us examples of over-packaged products, which we have featured daily. At the last count, the tally of e-mails in the two weeks of the campaign stood at 1,215.

In their attempt to become greener, stores have announced action on packaging. In the starkest example, Asda, Britain's third biggest supermarket, said it wanted to do away with almost all packaging on fresh fruit and vegetables. Plastic will be removed from 60 lines of fresh produce such as swedes, broccoli, carrots and mushrooms at two stores in the North-west in a trial. Only perishable items such as strawberries will remain in punnets.

Tesco, the biggest supermarket, is planning a move in the next few months. Writing in The Independent, its chief executive, Sir Terry Leahy, said the company was approaching the problem of packaging. "The solutions will not be easy, and some may take time," he wrote. "But we have started a conversation with our customers through our community plan, and we know they want us to help them to do more. And so we will."
Attacks on snacks

* Claire Symonds e-mailed to ask: "Why do Walkers only ever half fill their bags of crisps."

Responding, Walkers said: "It is essential that all of the crisps go straight to the bottom of the bag when they are being packed so that nothing interferes with the seal. To ensure this happens the bag must be a certain size. If a crisp were to catch in the seal, the bag would not close properly."

* Reader Pete Ruddick raised an example of unnecessary packaging he found in Tesco on Aigburth Road, Liverpool, this week - a pack of three Galaxy chocolate eggs. "They were in a plastic pack but each egg was also individually wrapped," Mr Ruddick said. "There is absolutely no need for health reasons to wrap these individually, so why do it? The packaging for all three eggs is almost certainly as much as is used to wrap the whole pack." We put his complaint to Masterfoods, makers of Galaxy. It said it "constantly evaluated" the environmental impact of packaging and used 65 per cent recycled paper. It maintained it was right to wrap the eggs individually inside their plastic pack. "This encourages sharing, portion control and discourages over-consumption," a spokesman said.

Tuesday 9 December 2014

Context of Practice - Essay: Packards 8 Hidden Needs

After speaking to Richard he said to begin researching into Packards 8 Hidden Needs. Remembering back to the lecture on consumerism this seemed like a good idea. 


Emotional security
We all start out as fragile emotional beings and very few of us achieve deep emotional security, so we all keep seeking it.

Adverts play to this when they promise comfort, happiness and banishing of bad feelings. They may also play on the security aspect, emphasizing home, permanence and safety.



Reassurance of worth
In a connected world we can lose sense of who we are and what we are worth. We thus seek reassurance that we are adding value and deserve our place in society.

Adverts play to this when they promise that if you buy products you will be doing the right thing, for example in saving the environment or helping others. Charities of course play to this all the time, praising you for helping those less fortunate (and maybe who are worth less). Celebrities are also used when they effectively say 'you will be admired and valued like me'.



Ego gratification
Ego gratification is related to worth in that they are both about the sense of identity, but this is perhaps a little more base, where we a need for praise and our egos to be 'stroked'. For example, when we do something at work we want to be congratulated and praised, much as we needed to be valued and praised as a child.

Adverts play to this when they praise us for buying products (perhaps ahead of time) or include praise of a sympathetic character (with whom we identify). 



Creative outlets
We all like creating and making things, and even a simple assembly process as with Lego toys can bring much pleasure. Many jobs have little creative content, leaving this need unfulfilled. We thus seek creative opportunity in other parts of our life.

Adverts offer creativity when they sell objects where we can be creative, from food ingredients to clothes. They may also touch our creative needs by being creative in the presentation they use.


Love objects
Children and adults want both to love and be loved. Children have dolls and teddy bears, but what do adults have? They have one another, their cars, their pets and gadgets. They need something to love and if they do not have something they will buy or make one.

Adverts offer to take us back to childhood with child-like personalities. They sell us things to love and things for our loved ones (including our pets).



Sense of power
When we are in control we a sense of ability to choose and perhaps power over others. When we can direct others we move up the social order and so are, theoretically at least, safer. Big cars, chunky tools, solid houses and old banks all make us feel safe and, when we own or use them, powerful.

Adverts thus emphasize the solidity and reliability of the products they sell. They insinuate how buying will put you in charge. They imply that you are in control when you decide to make that purchase.



Roots
Our roots are a key part of our sense of identity. Where we come from, our heritage, our family, our nation are important for that feeling of who we are. We identify with our old school, our college, where we were brought up, our country, our employer, our religion. All are important, and the longer we stay in one place and the longer ago it happened, the more important it is for us.

And yet we live mobile lives, flitting from place to place, job to job and even marriage to marriage. We seek roots but in seeking to satisfy other needs we make ourselves rootless.

Adverts emphasize family, nation, team and whatever else they can use to anchor you and hence you to them. They show that if you are American then they are American too. They make 'old fashioned' trendy by calling it 'traditional'.


Immortality
Perhaps the biggest fear we have is of death. Or maybe not death but of ceasing, of becoming nothing. We likewise seek to create meaning in our lives so we may live beyond death. We have children, write books, build companies and more. We also seek to cheat age, striving to look younger when perhaps we should grow older more gracefully.

Adverts play to this with age-defying products and spry older people playing and enjoying life. They use young people to help us avoid thinking about death and encourage us to recapture a lost youth.


I have found revisiting these extremely interesting especially when looking at the psychological side to consumer behaviour. When I write my essay I want to look at both the psychological elements as well as the physical and try to find links between how they correlate.

Thursday 4 December 2014

Context of Practice - Lecture: Censorship

Ansel Adams, Aspens - manipulates photos in a dark room to change your perseption in them.

Stalin with and without Trotsky. He didnt suit his political purpose so was removed from the photographs.

9.11 adverts done in an ironic anti capitalist way. Making light of the situation.


Kate Winslet in cover of GQ Magazine with legs elongated in photoshop. They forgot to enhance the mirrored image of her so it was obvious.

Newspaper combining war images to create a new image which suits their story better.


Robert Capa, Death of a Loyalist Soldier (1936) a persona invented.


Simulacrum is a representation or imitation of a person or thing.

Ken Jarecke, Iraqi Soldier, 1991 - It was seen as far too graphic for a morning newspaper. But then it was argued what is the news for if its not to show the truth.


Censor -
 1. A person authorised to examine films, letters or publications in order to ban or cut anything considered obscene or objectionable.

2. To ban or cut portions of (a film, letter or publication)

Oliviero Toscani, United Colors of Benetton.

Balthus, The Golden Years , 1945
Therese Dreaming, 1938
Does it have less reality and truth to it because it is a painting.

Edouard Manet (1832 -1883) Dejeuner sur l'Herbe 1863 recreated by Andy Earl, Bow Wow Wow record cover 1980.

Amy Adler - The Folly of Defining 'Serious' Art
- 'an irreconcilable conflict between legal rules and artistic practice'

The Miller Test, 1973
Asks 3 questions to determine what should be labelled as obscene.

Obscenity Law
'To Protect art whilst prohibiting trash'

Sally Mann, Immediate Family 1984 - 1992

Tierney Gearon, Untitled 2001

'A revolting exhibition of perversion under the guise of art' - News of the World