COP 2 - Study Task 07 - Project Statement/Evaluation

The focus for my essay was on food packaging and how it can effect what we choose to eat. I chose to base my essay on packaging as this is my biggest area of interest within graphic design and I find the psychology of packaging really interesting. The essay began with a few statements on obesity and how it has grown over the years, especially due to major fast food chains such as McDonalds. It then went on to discuss a more scientific approach, using Professor Wolfram Schultz's research to demonstrate the correlation between signals in the brain and the way packaging is designed. Colour theory was another main focus in the essay, and there was a discussion about how different coloured packaging can effect how our brain perceives the product. I also discussed how consumers are growing wise to the food packaging industry and new and improved techniques are being used in order to appeal to consumers in the best way. There were pointers about how value brands, own-brands and luxury brands are designed in order to appeal to different target audiences and the way these can be perceived. This led to a discussion on class and weight, and how our financial status affects what we buy and what we eat. Trends in food packaging were mentioned and how different approaches appeal to certain markets. The essay was summed up by asking a few questions - If healthy food were to use some of the same techniques, colours and approaches, would we be more inclined to make better choices? Could the way food is packaged be the solution to this health crisis?

That being said, the practical project was based around all the points made in the essay. The idea was to re-brand healthy snacks such as carrot sticks in the same way that junk food is packaged, in order to better appeal to a younger audience. I took pointers from the essay such as colours and colour theory and incorporated this into my own work (red and yellow = attracts the brain). I used characters to add a friendly and familiar tone to the packaging and appeal to a younger audience. Following a substantial amount of research into the way junk food is packaged, I included a variety of different techniques/elements into my own packaging design in order to fit in with the market. An example of this was movement and energy - 'explosive' shapes added an extra 'fun' dynamic to the design.
The main purpose of the practical project was linked to the main essay question - 'How can packaging influence our food choices, and can it persuade us to eat healthier?' and I believe I responded to this question really well and produced and outcome strongly based on pointers from the essay itself.