SHIV MISTRY MIS11326932 A-Z PROJECT GROUP 02
“To get consumers to think more about the products they buy from these trusted brands”
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Initial Words & Exploration Content Idea One Idea Two Idea Three Final Outcome & Reflection Bibliography
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Design for... Branding/Packaging
Focusing on producing an outcome aimed at the branding and packaging design of these companies, with a particular focus on fast food companies.
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Design to.... Consumers of food products produced by these companies and the general public in terms of awareness of what they are buying into.
Design message.... To get consumers to think more about the products they buy from these trusted brands.
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“Mother-of-two Katie Crabtree was shocked to find a hairy creature in a chicken, bacon and lettuce sandwich she bought from a Tesco store in Stockport.” “After taking three bites, I felt something hard and sharp in my mouth. I spit it out, and discovered that it was a large, dirty fingernail clipping.” “Just as she was about to dig in, she spotted a used bandage sitting in her fries.” “At KFC i bit into a chicken sandwich and something like a bubble of fat & crunched bones was crunching under my teeth.” “A pregnant woman bought a jar of gherkins from Canterbury’s Morrisons store and found one of them was full of living maggots.” When a hungry mother-of-two bit into a tasty chicken, bacon and lettuce sandwich from Tesco, she got a mouthful she wasn’t expecting. Katie Crabtree was shocked to discover a hairy creature that appeared to be a rodent inside the pre-packaged snack she had bought from a branch of the supermarket chain in Stockport. http://www.dailymail.co.uk/news/article-2208779/Motherbites-dead-sliced-RODENT-Tesco-sandwich--10-compensation. html
Katherine Ortega, a Virginia mother of two, bought some chicken at a local McDonald’s. While serving the poultry up for her kids, she noticed that one of the pieces was slightly weird looking. On closer inspection, it turned out to be a fully-formed, perfectly intact chicken head, battered and fried, just waiting to be eaten.
In 2005, Lauren Coleman got an unexpected side order with her fries at McDonald’s. Just as she was about to dig in, she spotted a used bandage sitting in her fries. http://www.businesspundit.com/10-most-disgusting-thingsdiscovered-in-mcdonald’s-meals/
“I used to eat at this place almost daily (Subway). One Friday a few months ago, I bought a tuna sub on my way out of the office heading to my weekend job.”
“When I arrived at my weekend job, I started eating the sub. After taking three bites, I felt something hard and sharp in my mouth. I spit it out, and discovered that it was a large, dirty fingernail clipping.”
http://www.mainstreet.com/slideshow/lifestyle/food-drink/ consumer-outrage-fast-food-horrors
http://www.dailycognition.com/index.php/2007/11/19/realchicken-head-found-in-mcdonalds-happy-meal.html
Kentucky Fried Chicken on Belfast’s upper Newtownards Road has been fined £12,000 for selling undercooked food. Its owners were taken to court by the city council after a complaint by a customer. http://news.bbc.co.uk/1/hi/northern_ireland/4290048.stm
- Cases found whereby consumers of fast food and supermarkets own branded food have found items that pose a risk to their health.
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Idea 1... Subvertised Packaging
Balance between obvious and subtle
Focus Group - More focus needs to be placed on what to write. - Incorporate the health issue more obviously into the product description. - It looks authentic like a real Tesco sandwich, reffering to the colours. - The subtlety of where the story is placed is effective. - The design is recognisable. - The placement of a 3-D object needs to be more subtle e.g. inside the product. - Look at having the health issues emerging from the product e.g. replace the fries with plasters (overemphasise). - Good consistency in image replacement of the potato with the plaster in a similar style. - The more obvious the more effective. - The product replaced, is an important visual.
Trying to be obvious
- There is more focus on the details. - The faded words were not seen which is an indication of subtlety. - Phrasing needs to be more fluent with the message being communicated as in less blunt.
Trying to be subtle
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Idea 1 Feedback: “Look at having the health issues emerging from the product�
- Using the plastic wrapping machine in the 3D workshop to illustrate the case of the rodent in the Tesco sandwich. - I decided not to continue with this idea as showing the health risk item found in the food was not a subtle as I had intended.
- Various forms of interactive advertising including digital and physical promotion to create awareness.
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- Looking at lenticular advertisements which engage the viewer. - The advertisements are designed to change as people pass by them showing a changed image of the original. - Here I have looked at how McDonalds have created one to depict a tired man leading to the same man with a burger in his hands.
Idea 2... Lenticular Advertisements - These advertisements are really effective when it comes to displaying a hidden message, which I have been created from the previously researched food cases.
- Using this format I have skteched out an idea below in which the same principle applies. - However I would be using this format to display the items people have found in their food from the previously researched cases.
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- The lenticular advertisements would be more effective in large billboard and poster form.
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- A guerilla sticker movment on the London Underground which has inspired me to replicate such a movement within big food brands.
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- Exploring all the colours that are associated with fast food and supermarket’s own brand packaging to define how some colours can be used to stand out against other colours
- Primary Research: Looking at the colours of discount and bargain stickers for their method of attraction and appeal.
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- Having explored and researched guerilla stickers, with this idea i wanted to replicate the attraction and effectiveness of discount stickers using phrases that make people think twice and question the food that they have picked up. - I have produced two effective phrases that are not direct and that trigger thinking when placed on food packaging as a sticker.
- Research into the most commonly used discount sticker shapes and exploring different combinations of colours to create the most vibrant and eye-catching discount sticker.
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- I have based the colours on the most frequently used colours of discount stickers and chosen them specifically. - The yellow is the most common in supermarkets, being used as discount stickers. - The fuscia pink has been chosen on the basis that it is distinguishable on most fast food packaging.
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Idea 3... Guerilla Stickers
- Having placed the stickers on actual sandwiches in a Tesco store, I noticed that many people did not notice it as it resembled Tesco’s very own ‘reduced offer’ sticker.
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- I then set up packaging from major food brands on a table in the DGC studios with these created stickers on and observed how people interacted with it.
- The feedback I recieved from this idea is that the stickers did attract because of their colour and it made people think, however it would be difficult to go out and do this in stores.
Final Outcome... IDEA 1 + INFLUENCE FROM IDEA 3 23
- A collection of the resources I have used to help me throughout my project and which have helped me to produce my final outcome.
- Upon relfection of this project, I found the freedom of being able to write my own brief helped me to further define who I am as a graphic designer.
- Having explored the guerilla movement in graphic design has enabled me to see design in a much broader context and out of the context of the graphic design that we see on a daily basis.
- With this outcome I have taken on my first idea in the project and used the stickers that I had produced for my third idea to indicate that there could be something wrong with the subvertised packaging.
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- I feel that my project is a success in confirming my intentions of trying to get consmers of big food brands to ‘think twice’ before they eat from the brands that I have studied.
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