I am currently unsure who my target audience is. Naturally I feel that it should be a luxury product aiming at wealthier people as those who are money conscious or money savvy perhaps are less likely to buy air. However with the luxury design comes a steep price tag which would may restrict the products success, however it would be necessary as having a cheap product with an expensive feel contradicts. My essay focused on the key successful characteristics in supermarket packaging so it is perhaps better to aim for that target audience to keep in fitting with my essay. However the characteristics that were noted in my essay would easily apply to a range of different priced products.
Each different type of air could have a persona to relate and sell the product. Seaside Sally and Farmer John could work to promote the products. However using the word farmer almost implies the smell of manure, not an overly fresh or pleasant smell! It may work better to have them as a family relation like Grandpa Dave's Devonshire Air as people would relate the family title as something friendly and trustworthy. Devon is also a place where a lot of people retire to so this would fit with the personification of a loving grandparent and could be related to the atmosphere when visiting a grandparent in the country; fresh, clean air.
The packaging would have key sentences which would really highlight the fact that the air is fresh and organic. '100% locally sourced' would help to support this idea whilst also removing any corporate image. This was something that I really focused on in my essay, the idea of the products being seen as local rather than mass produced by a big corporation. The use of a persona would also help in removing this image by giving the product a face. Hand rendered elements will be used throughout to give it that extra humanistic touch.
National Trust - Giving away air
http://www.telegraph.co.uk/news/earth/earthnews/7419759/Bottled-air-given-out-by-National-Trust.html
I remembered this article from a while ago where the National Trust were giving out jars containing country and seaside air to busy inner city workers. The aim was to reduce stress. Just one jar could relieve stress for 10 minutes.
"The most relaxing activity was a walk with a breath of sea air, according to 72 per cent of those surveyed, with 66 per cent saying that a walk in the country air was the best stress reliever.
But 59 per cent of people said a breath of fresh air of any kind was enough to reduce their stress levels."
The packaging design created, although in-keeping with the national trust image isn't overly great. However they were given away for free so to some extent the design is irrelevant as people love free stuff. However when trying to sell a product people can get for free the design will be crucial.
They furthered their campaign which had a strong visual image. Using white text on an image looks fresh and clean. Using the National Trust logo instead of a heart to symbolise love means that viewers connote the idea of love to the National Trust and therefore outside spaces.
Chinese Millionaire Sells Cans of Fresh Air
China's foulest two-week period for air pollution in memory has rekindled a tongue-in-cheek campaign by a multimillionaire with a streak of showmanship who is selling canned fresh air.Chen Guangbiao, who made his fortune in the recycling business and is a high-profile philanthropist, on January 30 handed out soda pop-sized cans of air, purportedly from far-flung, pristine regions of China such as Xinjiang in the northwest to Taiwan, the southeast coast.
"I want to tell mayors, county chiefs and heads of big companies: don't just chase GDP growth, don't chase the biggest profits at the expense of our children and grandchildren and at the cost of sacrificing our ecological environment", Chen said.
This has been really interesting not only to show there is a demand for fresh air but also to show governments how important the environment is to the public.
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