COP 3 Practical: Focus Group

In order to develop the packaging and branding (see figures 1-3) for Heka further I've gathered a focus group to gain feedback on the packaging. The designs shown have been selected based on tutor feedback as these where found to be the most engaging. Ethical considerations have been made when conducting this focus group as consent was gained from each participant who where happy for there points and opinions to be documented anonymously.

Questions/ What I wanted to gain:

• Is packaging representative of skincare company 
• Does appeal to both men and women - gender neutral?

Feedback:

• shapes good, colour change 
• single colour on bottle suggests certain gender, full pink on bottle is too feminine maybe use other bottle experiment as features different colours 
• pinks and blue suggest gender too much, better to avoid using
• greens, darks and pastels 
• orange and black - could be a little masculine 
• yellows
• could try without black, use different colours
• charcoal works as relates to charcoal within skincare 
• Curves in pattern contrast rigidity in typeface, juxtaposition little odd 
• Better if type was more curved 
• Colours too bright, could look slightly childish 
• could focus on one colour but different shades 
• Draw colours form Egypt 
• Experiment with colour more 
• Remove square, as defining square gets lost within pattern
• cuts off pattern 
• Could experiment with size, as lot of black 
• Calm colours could work more, suggest skincare brand more 
• Colours subjective, means different things to different people 
• very situational 
• Same pattern different colours to distinguish the products more 
• Can't differentiate because all use same design 
• use one aspect in different colours on product
• Could experiment with different materials, remove colour 
• spot varnish, reflective 
• lack of colour makes gender neutral 
• Italics gives impression of speed 
• contrast against smooth pattern 
• Reduce the amount of shapes, used within the whole pattern
• simplified 
• looks like confetti 
• Could experiment with typeface, make more custom 
• look at kerning 
• lowercase might soften contrast between rigid type and smooth pattern
• Explore squiggle per product more 
• Colour doesn't have to be defining factor
• pattern adds fun and differentiates against existing brands 
• Could incorporate pattern within typeface 
• have squiggle running through 
• end points at the same level 

Figure 1

Figure 2

Figure 3