In order to help organise feedback from the focus group I gained tutor feedback to help identify the key points to see how best to develop the packaging further. However within the focus group it was suggested to get rid of colour and try different materials such as spot varnishing, as removing colour would remove any gender connotations within the branding. Despite this suggestion tutor feedback stated that colour allows the branding to counter existing aesthetics that focus heavily on the clinical use of black and white. Furthermore due to the inclusion of both pink and blue, even if they do create gender connotations both are included within the packaging therefor neither traditional gender is being excluded (see figures 1-2). In relation to the overall design itself the branding looked to appeal to a younger audience than 25-35 with a price point around the same as Aesop. Therefore it was suggested to look at a younger target audience, around 18-25 as the use of pattern and colour is more appropriate for this age range. Furthermore the typeface used is more appropriate for a younger audience as it resembles Nike's logotype (see figures 1-2), this works well for a younger audience as appeals to what they already like and buy but not necessarily for an older audience who are more likely to respond to the serif typeface used in earlier experiments (see figure 3). It was also suggested that the box within the designs could be removed as the type works successfully without on the label design (see figure 2) and when the boxes are professionally printed the colours will be brighter and more solid so the white type shouldn't get lost within the pattern.
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| Figure 1 |
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| Figure 2 |
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| Figure 3 |
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