Links Between Essay and Practical

The essay outlined and explained the key characteristics for successful packaging design with in the context of a supermarket. Packaging is vital to sell a product as well as the brand. Although packaging was originally invented to contain and protect products it has now advanced into so much more. The packaging is the first interaction a potential customer has with the brand so it has to catch their eye, stand out from other competitors and sell the brand itself so that customers become loyal.

I have always had an interest in package design and have always been fascinated when people buy a product because of the packaging not what is on the inside. The essay explored the characteristics which make one package more favourable over another. Although the essay was restricted and couldn't go fully in depth it covered a range of points:

• Personification 

• Hand rendered elements

• Opportunity to be creative (Vance Packards 8 Hidden Needs)

• A window into the product

• Colours

• Multifunctional package design (going beyond the purpose)

• Sustainability

This range of characteristics has given a better understanding into what makes a successful package design. The essay now acts as a guide to creating successful packaging design. The essay has framed and shaped the practical element of this brief. 

The practical side needs to physically show that consumers buy into the packaging rather than the actual product. Air was chosen to package as it is completely mutual and is the closest thing to nothing. The idea of no physical product would clearly show that it was the packaging design that sold it to the consumer. 

Air is everywhere, there is no need to buy it. Again this supports the essay by suggesting the consumer has bought it because of the packaging. Why would you buy something which is so readily available for free!? unless the packaging tricked you into buying it.

The design has not been able to fulfil every point raised in the essay. However it would be bazaar if it could as not every characteristic is appropriate for every product. 

Personification

The essay speaks about personification and how using a persona can help to sell the product. By using a person or character consumers can relate. The idea of mass production slowly fades away and is replaced with the thought that the persona has had an active roll in the production of the product. The concept of using a persona was explored at the beginning of the project, 'Seaside Sally' could have represented the seaside air version. However in the end it seemed in appropriate to create a persona. Instead the product has been made more personal through the tone of voice. Using words like 'we' to describe the company automatically makes it more humanistic. "That's why our small team works in the heart of Dartmoor capturing the fresh air and all its goodness." 'Small team' again strips back the idea of a corporate business and really paints a picture of a small close knit team working together to produce the product.

Hand Rendered Elements

Jenna Sue was the hand written typeface of choice. Its friendly and handwritten style makes the product appear more authentic.

The simple illustrations add a hand rendered element which again help to break away from the corporate mass production. The scattered sheep, rolling hills and clear blue sky all create a visual of a 'perfect' day. They provide a clear image for the customer, putting them in the moors and really setting the scene of where the air is made. The customer subconsciously links their memories of being in nature on a clear day and breathing in fresh air with the product. 

Colours

A wide colour palette has been used to give the impression of depth and to really sell the product. The colours chosen have been carefully picked to best reflect the colours found on the moors. The essay touched on how important colour choice is, if the colours are wrong then they will not accurately reflect the project and customers will not consider it.

Purple was chosen as a complimentary colour to work with the design. Purple isn't found in nature to the same extent as the other chosen colours. Purple symbolises luxury and quality, this helps to promote the image of the Air as something slightly more luxurious but still affordable as the design has to be suitable for a supermarket. The small amount of purple used has also provided a stronger backing for the logo to sit on. The white on purple is a lot clearer and stands out in comparison to the rest of the design.

Multifunctional Package Design

The essay looked at how customers now have so much choice that they look for extra features or an extra function to the design. By packaging the air in a jar it means that the jar can be repurposed after use. The air could have been packaged in a box or tin which would have been thrown away after with no consideration. However the use of a glass jar means that consumers are more likely to keep it and re-use it for something else. 

Sustainability

A conscious decision was made to choose packaging which is easily and widely recycled. The essay spoke about how companies who don't consider the sustainability or life cycle of their products are often seen as backwards. Both the card that makes the box and the inside stuffing are widely recycled. Admittedly if this was an actual thing there would be no need for the box, the glass jar would suffice. However not enough of the different successful packaging characteristics could be explored with just a jar. The box allows for a wider range of characteristics to be used whilst also providing extra protection for the glass jar.