Monday, 21 December 2015

Primary Research: 18-24 Mighty Raw Informal Interviews



After coming up with the basic concept of Mighty RAW and applying it to several different packaging outcomes, I decided to conduct two informal interviews to gauge the markets reaction to the concept and design before going any further. I decided to take an informal approach as the respondents would respond better if it was a friendly conversation opposed to a formal Q&A. 

I spoke to both respondents casually about the packages to get an idea of what they felt. I then sent them some photos and a few questions, their answers are below:



Informal interviewee number one
Which packaging design stands out to you most?
The diagonal box is my favourite because its so unique, I haven’t seen it before. Secondly I like the box with lid, again because it’s different, and could maybe even be re-used. 

The diagonal box is the one I find most attractive and eye catching. Because I haven’t seen packaging like that, I also like how the picture splits and opens with the exploding lemon!

Does the name Mighty RAW express the products natural but strong ingredients?
Yes, the name does the job and I like that it’s gender neutral too.

What do you think about the ‘explosion’ of colour on the inside?
I really like the detail that the explosion creates, but maybe you could experiment with bolder colours, or a bigger explosion?

Does the white backing fit in with the brands personality and unique selling points?
I think the plain white backing works well, I’m not sure that another colour would work so well with the yellow. it contrasts nicely with the brown paper.

The images and detail in the design would encourage me to buy it. I usually buy wine based on then design of the bottle and label rather than what it might taste like. The natural ingredients make it appealing and the box packaging. The chatty nature of the text and the fact that the company “cares” is attractive to me personally. 


Informal interviewee number two

What is your opinion of the current design style?
I love it, a very natural and clean appearance. It looks authentic and ‘not fussy’, I would assume that the product was natural and good quality from the packaging.

Which packaging do you feel is most attractive/eye catching?
I like the diagonal box because I haven’t seen packaging like that before and it would stand out and get my attention. However, the little box with the belly band is my favourite as it reminds me of a gift - I would buy it as a present to myself!

Does the name Mighty RAW express the products natural but strong ingredients?
Yes perfectly! I really like the name as it sounds punchy and gives the product character. It gives me confidence that the product would actually work, as I have tried a lot of natural products and have found that they aren’t that effective.

What do you think about the ‘explosion’ of colour on the inside?
I like it, it looks original. However, perhaps experiment with another idea or brighter colours as it doesn’t really fit in with the rest of the design.

Does the white backing fit in with the brands personality and unique selling points?

Yes, the white makes it look clean and makes the detail (images and type) stand out further. The contrast in colours against the white makes the packaging eye catching.

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