Mary Lim

Tuesday, October 28, 2014

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?
    • Identification is usually by the brand name or by its iconic image. At times, people will simply buy products due to the brand its associated with, whether they're looking for something generic (which looks much simpler) or for something on the higher end with better quality. People also buy according to how fast the product appeals to the consumer. If the image/photograph/design on the packaging looks like it will fulfill the consumer's needs, they will buy it. 
  • How do they discover new things on the shelf?
    • I feel as though consumers rarely buy new things. If they do, it's because it is eye-catching and looks reliable or delicious. The biggest factor, however, is the price. If it is on sale, people will venture off from their regular buying habits and buy the cheaper option.
  • 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. Where cheap things are placed in the front of the aisle, 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 of 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 that focused on the product itself, not the brand, signaled that the product was a generic and cheap design. Identifiable labels such as USDA Organic, Non GMO Verified, nutrition labels and such increase its credibility.  

  • 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
  • Current tagline
    • "Good fun!"
  • Current social media
    • facebook -
    • twitter -
  • 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

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