PPP- Totality Brief: Research (BRIEF 2)

Market Research

Syminton's pasta product for children 12-16 year olds. Quick food fix/ lunch meal replacement. See brief. 3 products: Spaghetti Bolognese, Creamy Carbonara Pasta Swirls and Tomato & Herb Pasta Shells. 

http://symingtons.com/our-brands/ 

 

This design appeals to children through it's 'fun' looking typography. The colour palette is also consistent throughout the packaging with similar/ matching tones. The rounded bold font is suitable for the pack as it is for children and is illustrative. 

  

Food aimed at children include illustrations and bright colours, often in flat designs rather than photographs or realistic/ mature designs. 

M&S

 

A wide range of supermarkets stock children's snacks including pastas or ready/ quick meals. The example above displays the ingreidents as characters and it is designed to also appeal to the parents as it isnt too garish in colour or design. 

 Waitrose

Much like the M&S example, Waitrose use colour and simple illustration to appeal to children as well as the parents. The child-like illustrative typography further ensures the design appeals to children. 

 

Asda 

Different to the previous designs, Asda use characters and large amounts of contrasting garish colours to appeal to children/ parents. They also use the tagline 'chosen by kids, approved by mums' which of course quite obviously displays the purpose of the product.

 

Little Dish

Much like some of the other examples Little Dish use illustrations and characters on their packaging. However the colours they use arent overly bright and seem a little more mature and less vibrant this is perhaps because it is for older children or a higher end store. 

 Tesco

 Tesco's design for children's snacks is different to examples seen in Waitrose and M&S, this is due to the price range and the audience. However this packaging follows a different route of character design. But again they use childlike typography, however this is more set due to being a softer serif. This allows for the illustration to be the largest element. 

 Morrisons

 They use the tagline 'Just for kids' across their range which again much like the Asda design states who the audience is. This is also shown through using small illustrations which intertwine with the photographs of the products on the pack. The illustrations are childlike and look somewhat like 'doodles' due to the coloured curled lines under the typography, there are also characters such as 'monsters' which interact with the graphic elements such as the coloured clouds. 

 Sainsburys 

They have introduced a new range called 'kiddyum' for a range of different snacks. They use the tagline 'made for mini tums'. They use illustrations of children to sell the product along with bright colours for the background. 

Heinz

They provide versions of their products in smaller sizes for children. The packaging for these is different to the standard and well known shade of blue as they use a variety of colours along which is also consistent in the typography too. The type is reminiscent of a chalk board which links to schools and therefore the age it is aimed at.  

 

Dolmio

Dolmio have their own range for children which is seperate from the standard sauces and other products for adults. They use 'my' as a way of making the brand different. The typography is also reminiscent of hand rendered type and use childlike smiley faces on the pasta shapes. 

 

Ella's Kitchen

Vector graphics with thick outlines are illustrative much like some of the other designs above. The type also follows this style by being a curved/ handwritten looking.

Ready Meal design. 

Design for children is often illustrative and not clean cut, this means that lines look uneven or in squiggles (this is because children tend to doodle). 

 

The use of black/ white and colour appeals to a slightly older audience, this is because the writing is still quirky yet more mature than some of the large amount of contrasting colours. 

Pasta Pots (The product)

Product aimed at adults:

The designs for older audiences tend to use more mature graphic elements such as flat colours and a lack of character design which tends to be suitable for children and a younger age category. 

The brief is aimed at 12-16 year olds so I researched into brands that are aimed at this age range: 

Apple (specifically the iPod)

Nike & Vans

Brands that seem to appeal to this age group seem to be those who appear somewhat 'edgy' or different. This is usually because teenagers tend to like something which is different and fun. Within my own design I need to consider how these elements can be brought into the design.