The workshop task was to analyse and to dissect the key
elements from 2 different packaging (whether it is from two different companies
or one) of the same product. This is to inform our critical thinking and visual
presentation skills as we will be promoting ourselves with our work to future
clients and consumers.
Forming a group with 4 people including me we were given 2
packets of crisps, both made and manufactured from the same company, Walkers.
The two packaging were distinctively designed differently and we are tasked to
analyse each packaging and pinpointing key visual elements that makes the two
entirely different despite being produced by the same company, as well as our
thoughts of the potential reasons why the two are being made the way they are.
The two crisps packets side by side, made by Walkers.
Colours
Our first analysis of the two packets that we noted on first
is the colours of the packaging. We believe that the red packaging of the
crisps is more identifiable to the consumers, especially knowing that the
colour red has always been associated with the flavour “Ready Salted” since the
product’s debut. Another note to add is that consumers can identify the product
and brand from a distance (if you were to put these two crisps together) due to
the strong colour of red and identity.
Compared to the other crisp packet, the “Sunbites” one, the
colours represent a more calm and positive nature. Of course, the regular red
Walkers crisps will win in terms of identification due to its time in the market
than the Sunbites one, however the colour scheme appears to attract a slightly
older generation (18s-25s) while the red appeals more to children and parents.
Visual Imagery
The visual imagery between the two packaging has a lot of
differences that may show signs that the two are aimed at specific consumers.
The red Walkers packaging feels generic, combined with the imagery of the
potatoes and the English flag imprint representing that this is a British
product. It feels simple, however it lacks a lot of detail compared to the
Sunbites packaging. As mentioned before, this may be aimed towards children and
parents as the visuals only consists the large logo of the brand accompanied
with the simple image of the crisps/potatoes. We think simplicity plays a large
role as this package is aimed to be more direct to the consumer and they would
care less what’s on the package, as long as they know the flavour of the crisps
they are getting.
The sunbites have a lot more to it with its visual
communication of illustrations consisting plants and wildlife, indicating the
product is more of ‘healthy’ choice. It feels as if it is trying to build a
relationship with the consumer with its choice of colours and visual imagery,
making it feel more personal, as well as being less generic compared to the regular
red packaging, which in turn could lead consumers to choose the Sunbites one as
they would be unfamiliar with it.
Text and Composition
With a similar approach to its colour scheme and visual
imagery, the text on the red Walkers package are very straightforward;
Outlining the flavour of the crisps and the large Walkers logo taking the
majority of the upper half of the packet with the visual image of the potato
crisps at the centre. Compared to the Sunbites one, the text and the visual
composition seem carefully placed with a different font choice. “(Lightly)
sea-salted” and “Multigrain crispy snacks” on the Sunbites packet feels a lot more
interesting than the regular “Ready Salted” and “Fresh taste guaranteed”. The flavour
names are probably chosen to attract the consumers to try out this product over
the generic one that everyone seems familiar with, to make them feel intrigued
with the new taste/flavour.
Materials and size of
the packets
In terms of the packaging material, we feel that the Sunbites
may cost a little more for printing than the regular one, due to the amount of
visual imagery and text on it. The packaging on the red regular one feels flimsy
and light, though the reason for this is that they are to manufacture and mass
produce large quantity at a low cost rate, compared to the Sunbites one, which
uses a much better quality material. The sizes are the same and the only
difference is the materials being used.
The exercise does help us to be critical in how we are to
present our products, both visually and physically, if we were to show to our work
to clients. These items that we have to analyse may not relate to illustration
at all, though it does provide some insight that presentation is key for self-promotion,
as well as the quality of the work/items/products.
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