hcd: possible personas

I want to redesign Tostitos Salsa according to these three personas:

The Involved College Student
Generally, this person is always active and always on the move. Constantly at school, work, and in the social scene, her schedule is packed.

  • 21 years old
  • oldest out of four siblings
  • easygoing, charismatic, hardworking, loves people, organized
  • her house/desk would look...
    • despite being organized with her schedule, her home would be disorganized, would have a lot of possessions all over the place
  • values: 
    • has a strong sense of family and culture
    • loves meeting new people
  • hobbies:
    • sports, running
    • foodie, loves strong flavors
Working Mom
As a mom of two kids, and as a wife, she works as a nurse
  • 43 years old
  • has a husband and two children
  • values: 
  • hobbies:
Elementary School Teacher?


hcd: salsa!

in a visually noisy aisle...lots of colors of RED

but contrasted with bread and jams on the other side

  • How do people identify products in a grocery store?
    • by their iconic images and logo design
    • also according to what other products they are associated with/in the same aisle with
  • How do they discover new things on the shelf?
    • if it's eye-catching and looks reliable/looks delicious
    • if the price is good and the design is good
  • How does the context [grocery store shelf – high or low, with particular lighting, adjacent to other similar products, etc, etc] affect scale and legibility of text and image? 
    • according to where it's placed on the shelf, the audience is already being targeted. Products for children are at the bottom, while products for adults are on the top shelves. Things are organized in the aisles according to association with each other and their ingredients. Things that are cheap are placed at the front of the aisle, while more expensive products are placed generally in the back. Another thing I noticed was that the expensive products are grouped together, and the cheaper selections are more at eye-level with an average sized adult.
  • In what ways does packaging affect the user’s experience once it’s home? 
    • Once it's away from all the other products, and it's no longer being compared, the product must stand on its own as eye-catching design. It should provide a closer, more intimate experience with the purchaser. As the viewer has already chosen to buy the product, it no longer has competition, and the viewer now connects the tie between the actual product consumption and its design. 
  • How do various surfaces work together to tell a complete product story, including govt. regulated information?
    • I noticed that organic products had more of an authentic, raw looking package. Using brown paper and tactile design, these products had light brown tones, with accented colors. Other products that were extremely simple focused on the product itself, not the brand, signaled that the product was a generic and cheap design. 

  • Product name?
    • Tostitos Restaurant Syle Salsa/Spinach Dip/Bean & Cheese dip
  • Background information on the product?
    • FritoLay's vision: "At Frito-Lay, we’re all about good fun — from making tasty snacks to get your party started to taking care of our 50,000 employees who know how to find the fun in everyday challenges. As a proud member of the PepsiCo family, Performance with Purpose is what we work to achieve every day. And to us, that means creating the high-quality snacks our fans deserve, while caring for our people, communities and the environment we share."
  • What is the product description? (describe the product)
    • The dips are placed in glass jars. Each have photographs of the ingredients on the outside label. The tin lid has the most design on it, with simplified triangular shapes (referring to the chips) that creates a pattern. Also, the Tostitos logo appears to have two people, made of the two T's) dipping a chip into a salsa
  • What are the benefits of the product?
    • Gives one a sense of community. Great for parties and events for everyone to share something to snack on. 
  • What does the brand stand for?
    • ...snacking
  • Any additional information that might affect the creative direction?

  • Current URL
    • http://www.fritolay.com/company
  • Current tagline
    • "Good fun!"
  • Current social media
    • facebook - https://www.facebook.com/Tostitos
    • twitter - https://twitter.com/Tostitos
  • Current approach/positioning

  • Problem
    • Challenges include giving the viewer a sense of community and belonging. The product also is not respected as a genuine salsa, and to the everyday person, Tostitos brand seems generic. I want to redesign this product to have a energetic, lively, and fun look but still appear dignified and classy. 
  • Current packaging
    • Does it have any components?
      • nope, though there is a wide variety of flavors
    • Has the material already been selected, or is it still open for suggestion?
      • it will definitely be in a glass jar, however, there is room for different types of lids and different shapes of glasses.
    • What mandatory elements (logo, government requirements, net weight, barcode, price tag, etc.) must appear on the package?
      • expiration date, net weight, barcode, ingredients, nutrition facts, manufacturer's information
    • Competitors
      • Who are the competitors in the marketplace?
        • other brands of salsa: mission salsa, salpica salsa, green mountain gringo salsa, frontera chunky tomato salsa
      • Who/what are the competitors on the shelf?
        • mission salsa and salpica salsa
    • What is the key response we want from the product & package design?
      • a sense of belonging/community
      • gathering of friends and family; family get together
    • What is the current mode of appeal? Why? Would other appeals work better?
      • current mode: synecdoche, personification
      • perhaps hyperbole and metaphor would be better to use, though their use of personification is pretty clever as well
    • What is the retail environment? (Is the product going to be displayed on peg board, shelves, point-of-purchase displays, etc.?)
      • They are displayed in the chips/breads/jams aisle. It's displayed on a rack, with the dips in the middle and the chips surrounding them on the top and bottom.
    • Will it be available to the mass market or sold in a boutique shop, specialty store, etc.?
      • mass market, grocery store, can get it anywhere
    • Are there any other creative considerations
      • the chips are a necessity to the dip. perhaps i could incorporate that into the design.
    • Corporate colors, personal likes/dislikes, available resources such as copy, photos and/or illustrations?
      • black, red, and yellow
    • What are the distribution considerations? (Is the product going to be shipped in dozens, 1/2 dozens, etc.)
    • What is the USP (unique selling point)?

    • Who are we communicating to? (target audience, consumer)
      • student, 
    • Demographics (age, sex, education, profession, household median income, area median income, location)
      • boy, 15, high school
    • Psychographics (attitude, habits, hobbies)
      • young
      • attends parties and social gatherings often
      • not into cooking, but enjoys company
      • not serious, flexible and easygoing

    • Criteria for success (desired emotional impact, alignment with other initiatives, brand attributes)
      • a sense of belonging and community
      • creating a fun atmosphere 
      • classy but energetic, playful design
      • perhaps include design harkening back to Incan people, where salsa originated


    narrative: iterations



    -think about how the user will be using the tabs --> seems more like a hover state

    type3: koenig process


    hcd: klugh in on earl

    Final Klugh presentation

    What the animation communicates that the poster does not. Consider this in terms of both the existence of and quality of motion, duration and transition
    The poster only suggests motion; the viewer has to feel the movement in the visualization of the music in one dormant frame. Where the viewer can stare at the poster and appreciate its details, the motion graphic is constantly switching from frame to frame, dealing with timing and transitions. Though one can tell a story through any medium, a story in motion translates the message in a more direct way. The designer has more control over the reception of the work, being able to manipulate the viewer with sound and music, movement, and time. With this project specifically, the poster had to feed the viewer more, because I leave it up to their imagination to hear what the music sounds like.

    How human factors and context affected the design decisions on each piece
    Each medium had its own qualities which shifted the design accordingly. While the poster and billboard had to capture the viewer's attention as fast as possible, the program and motion graphic were a bit less concerned with time and more with the experience. At first, my designs looked too chaotic and illegible. For the poster, I had to simplify it and take out some shapes to clear up the mid-section with the text. With the program, it was a more intimate experience, so there was more leeway for complexity. The billboard, however, required the most watered-down design due to the nature of its context. Since there is no opportunity for a person to walk upon it on the street, or to have an intimate experience with the design, the billboard was the simplest of all. The band name and the date was the most important, and hierarchy had to reflect that. Lastly, the motion graphic was easiest, in terms of getting across what I wanted to the viewer. Still, the motion added a whole other layer that added dimensionality and a sense of space. Suddenly, the design could exist outside of the two dimensional.

    What I learned through the process
    Versatility for your designs are vital in order to communicate to the viewer that it is referring to the same event/object. I learned that it should simultaneously work across different mediums but still look similar enough to be associated as one unit. Context is of greatest importance. I should not lose sight of my purpose for each design, and always anchor my process to the intent of each product. For the motion graphic, Angee commented that I had gotten a little carried away with the motion and neglected the textual elements, the main point of the save-the-date promo. I thought this was very true, and realized that though it's encouraged to have fun with your designs, working the necessary information seamlessly into your idea is key.

    narrative: high fidelity wireframes