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GDF Project Client Research - Health & Wellbeing Client Research - Global national local Client Research - International Red Cross Client Research - Health Promoting Foods Chosen Client - Practice Review: Glaceau Chosen Client - Practice Review: Competition Target Audience - Actualisers Target Audience - Persona of an Actualiser Brief Development + Initial Ideas Ideas Generation Ideas Generation Research Methods - Existing Products Research Methods - Questionnaires Final Outcome
Graphic Design Fundamentals Madelene King FdA Design For Graphic Communication
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Client Research Health & Wellbeing Sector Through the roll of a dice our group were allocated the client of ‘Heath and Wellbeing Sector’. This topic can cover many different aspects including medicines, pharmacies, charities, health trusts, gyms, health services, exercise classes, holistic remedies, weight loss programmes and health food stores to name a few.
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Client Research Global GlaxoSmithKline is a global pharmaceutical, biologics, vaccines and consumer healthcare company.
National The NHS provides a comprehensive range of health services, the vast majority of which are free at the point of use to residents of the United Kingdom.
Local Crystal Palace is a sports ground located in London. Games and sporting events are held there.
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Client Research Red Cross Another global company that caught my eye whilst researching this sector was the International Red Cross. The graphic design it uses is very consistent and puts its message across very clearly. I like the use of red as a central colour which obviously has links to the donation of blood.
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Client Research Food Brands That Promote Health & Wellbeing My research into the Health & Wellbeing sector so far has thrown up a lot of results. The companies I have researched so far however, I have not felt particularly inspired by, and when choosing my final client I would like it to be someone that I have an interest in. I felt with many corporations such as the NHS and International Red Cross that their adverts and campaigns were already so well designed, and therefore I could not see much potential working with them within this project. Crystal Palace had so few example of graphic design so I found it hard to think of potential ideas for that as well. Instead I am going to research further into the healthy foods and drinks aspect of Health & Wellbeing as I see much more potential there what with the growing concerns in todays society about artificial colourings, enumbers, and hydrogenated fats. There is also the increasing demand for organic products to consider.
= Organic
= Reduced Salt & Sugar
= Low Fat
= Probiotic
= Weight Loss
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Chosen Client Practice Review: Glaceau Glaceau is a privately owned sub-section of the Coca-Cola Company, producing and selling various types of enhanced water. The products consist of distilled water and electrolytes with elements including calcium, magnesium and potassium and aim to provide consumers with the nutrients that they may be missing. For the Vitaminwater drinks more ingredients are added depending on the purpose of the drink, for example Glucosamine is added to the ‘Balance’ flavour. Glaceau very much rely on celebrity endorsements when advertising their drinks with stars like Jennifer Aniston and 50 Cent featuring heavily in many of their campaigns. A very simple colour scheme is in place which gives the brand a stronger more powerful look to it. This coincides with their messaging because their drinks are aimed at making the consumer stronger and more powerful.
Smartwater = Similarly to Red Cross, only one dominant colour is in use, relevant to water and other colours in ads have been faded to black and white.
Vitaminenergy = Three main colours, only one per can, only used alongside black and white, bold, strong colours to represent the burst of energy consumer gets from drink. Vitaminwater = Wide range of flavours so wide range of colours used, still only used with black and white, label is a deeper shade of the drink it is representing. More pastille shades, not as bold, colours have been diluted.
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Chosen Client Practice Review: Competitors Many competitors have bought out very similar looking design s to the original Vitaminwater such as ‘V Water’ by Pepsi and ‘Verve Water’. Although they look as if both design have come from the same company I think Vitaminwater makes more use of it’s label to communicate what is actually in the drink but there is perhaps too much text which consumer will not read when they are in a hurry. The copycat companies have also used the same pastel shades of colours along with black and white to brand their bottles. Other brands have also gone for bold colours market their products using simple design to create powerful images, for example Yakult have used a primary colour of red.
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Target Audience
Actualisers Using the Values and Lifestyles System (VALs) I created a persona that would represent someone who lived an ‘Actualisers’ way of life.
“Successful individuals with a great deal of money. However image is seen as a reflector of the character and taste as oppose to power or socioeconomic status. They are interested in social issues and amenable to change.”
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Target Audience Persona of an Actualiser Joanna Davidson This is the persona I have created to represent an actualiser. Her characteristics include: - Female - 36 years old - Happily married to her childhood sweetheart - Has 2 children. 5 & 8 Noah & Amelia - Knows the value of money and spends wisely - Teaches children morals and lessons - Donates to charity and runs in aid of several - Treats people equally - Successful business woman - Runs her own events management agency - Member of the neighbourhood watch! - Has worked her way up from a working class background - Shops at Sainsbury’s - Knows how to spot a bargain - Has a strong family unit - Reads the daily newspapers - Goes on nice family holiday annually - Has a practical car - Knows how to wind down and relax - Likes to take care of her body - Tries to go to the gym if she has time but normally resorts to fitness DVD’s - Throws fundraising events regularly - Member of the Parent’s Association at the school - Dresses modestly, shops at M&S
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Brief Development Initial Ideas Having researched quite thoroughly the products that Glaceau distributes I had a few initial ideas as to what I could begin to work on for a final outcome.
Re-Branding I thought that I could rebrand the labelling of the Vitaminwater as currently I feel that there is too much text on them. I feel it needs to be a but more concise as people who want a drink quickly are not going to stop and read the whole label meaning they won’t know how much the drink could actually benefit them.
Smartfood Another idea I had was to create a brand that ran alongside the drinks brands they already have going, but use food as the focus as oppose to beverages. For example it could be named Smartfood and include foods that promote health.
Winter Selection Glaceau produced a selection of Vitaminwater specifically for the summer season, with bright colours and fruitful flavours. I thought maybe a winter selection could work that included more seasonal flavours and could also be served warm.
My chosen client within the Health & Wellbeing sector is Glaceau, a smart drinks company aimed at providing consumers with an easy way to take on the vitamins their bodies are lacking. My aim is to create a product of service which is suited to my target audience of 30-40 year old actualisers, with an extended audience of 20-50 year olds as I think a number of people within those ages are also concerned for their health. The basic message is for the consumer to think about their own health and decide to change it for the better by purchasing a product. The motivation for them being the end result, a boost in their general health. Possible formats could include advertisements, booklets, events, a set of labels, magazines, packaging, posters and websites. Problems that have arisen from my prior research is how to make the product without a gender bias. As males and females face different issues surrounding their health and wellbeing I need to make a product that applies and appeals to both sexes. Another problem is how I am going to make looking after your health seem more attractive. It is something that many people think about but can’t find the motivation to make changes to their lifestyle. However actualisers are described as being amenable to change so hopefully they’d see it as an opportunity to change their lives for the better and be able to adapt to it. The aim of communicating this message is ultimately to sell, but through informing and educating our consumers. By placing the information and facts in TV ads, magazines and on packaging I’m aiming to highlight the positive changes many people may need to make in their life and providing a product to help them facilitate that change. I initially though packaging would be the chosen format for this task but I think I could also include posters and magazines that advertise the product. For example posters at bus stop shelters, billboards and the sides of buses would be a good way to reach out to the target audience. To help see where there are gaps in the market and generate ideas I shall carry out numerous research methods, for example going to the supermarket to find existing products and questioning people that fall within my target audience about what they would find useful to have when trying to improve their health. I shall analyse and evaluate my findings as I go along so that hopefully my project keeps heading in the right direction.
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Ideas Generation Phrases Associated with Healthy Eating As a starting point I collected phrases and sayings that are already associated with healthy eating to see what preconceptions people may have about the topic.
‘An apple a day keeps the doctor away’
‘Eat your greens’ ‘5 fruits and vegetables a day’ ‘An apple a day keeps the doctor away’ ‘Nothing tastes as good as feeling thin feels’ ‘A moment on the lips, a lifetime on the hips’ ‘He who indulges, bulges’
Reverse If you eat apples you’re going to need a doctor
Exaggerate You need to eat 365 apples a day to make sure the doctor stays away
Distort You only need to eat one apple in your lifetime to not ever need a doctor
Wishful Wouldn’t it be good if apples made everything better
Principle: By eating apples you can make everything better. Imagine if we had apples instead of doctors. Difference: Never be able to happen. Not all ailments are associated with what you eat.
‘You are what you eat’ Next I decided to take a phrase and use to try and come up with a more innovative concept relating back to the brief.
Implementing: Instead of going to see the doctor for their illness they’d simply eat an apple. Positives: What if there are foods that help with certain illness that could prevent you from having to go to the Use: In supermarkets and snack shops, have product that if say ‘Eat this and you won’t have to go to the doctors.’
12 Develop an energy food range similar to the drinks collection
Create a magical apple that cures all diseases
Make a drink that boosts immunity
Create a product that makes people immune to illness
Make a food selection similar to the Vitaminwater
Create a medicinal drink that cures illnessess
Develop a food/ drink that means you don’t have to go to the doctors
Create a winter selection of drinks similar to the
Innovative Idea: Develop a selection of foods to boost health vitals, e.g immunity, in the winter months so it is less likely the consumer will need to see a
Research Methods 13
Existing Products Having worked my way toward a final outcome I wanted to see if there was a gap in the market for my product, so went to my local supermarket to see what was already there. I found that there were many individual items on sale that claimed to promote good health but not one product that comprised of many different sources of nutrients and healthy vitamins. There were also no examples of similar products in the convenience part of the store.
Questionnaires I created a questionnaire to see if this product was something that would fit into the potential needs of my target audience and I got some interesting results. What colours do you associate with 'Health and Wellbeing?' Do you buy specific foods to aid your natural bodily functions, e.g digestion?
Healthwise, what do you associate with the winter months? Word Association: What is the first thing that comes into your mind when you see these words..Winter, Cold, Immunity, Remedy?
25% sometimes
50% yes
25% no
Research Methods 14
Further Questionnaires I also sent out questionnaires to people I considered to be within my target audience and a match with my persona asking about their daily routines and how they felt about their general health. Many had children and jobs so nearly every second of the day they were busy, which meant that in a lot of cases they felt their personal health had to take a backseat as they had a family to look after. From these answers that they have given I was able to look into specific foods help to combat the day to day issues that my target audience suffers with.
Lack a a lot of energy mid morning
Women were concerned with the effects of ageing
Agreed to catching more illnesses in the winter months 40% say they don’t have time to eat in the mornings
Food they did eat didn’t fill them up for long
Cranberries: Contain anti-oxidents that fight bacteria.
Feel sluggish in the mornings
Almonds: Release energy and help to regulate digestive system. Blueberries: These help to speed up metabolism. Avocado: Helps to lower Cholesterol. Brazil Nuts: Contain minerals that boost immunity. Natural Yoghurt: Excellent source of Calcium which benefits the skin.
Don’t have time to make lunch
At an age where they need to think about lowering Cholesterol
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Final Outcome Final Prototype My final outcome is a snack box containing six different organic foods specifically chosen to help aid the human body in it’s different functions meaning less trips to the doctor for mundane illnesses that can sometimes be prevented by simply keeping up the body’s natural defences. It’s design uses simple but bold colours that are associated with health, alongside black and white. This is in keeping with the Smartwater brand that I researched earlier on in this process. The hexagonal shapes come from the fact that there are six different segments of food within the packet. The image of Jennifer Aniston is using a celebrity to promote the product and as actualisers admire style and taste they are likely to find it more appealing. In shops it would be displayed in the convenience sections alongside the sandwiches etc and also other products from the Glaceau brand. This way consumers can pick it up quickly without having to search the whole store as they are short on time.
8cm
Smartfood Winter Rescue Remedies A combination of specially selected organic foods to give your body a well needed instant boost during these cold winter months.