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Packaging Questionnaire//Persona Mood Boards

  • How do people identify products in a grocery store? 
          By label/ packaging type/ aisle/ surrounding products. 
  • How do they discover new things on the shelf?
          Bright, bold packaging. Fresh design.
  • 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? 

       Items closer to the ground are more difficult to see and usually lower in quality (possibly) and price. Items placed           higher on the shelf are better quality, relatively and more expensive. The image/visibility is going to be lost on the top and lowest shelves.

  • In what ways does packaging affect the user’s experience once it’s home? 
          If it doesn't look nice on your counter, you're probably going to put it away. Most things from the store are meant to be put away. But some items need to be on the counter and readily available for cooking. These products should be designed to be counter pieces. To look great in your kitchen. To look tasty. 
  • How might that be altered, improved, or made more meaningful?
          These things should be designed to be a part of someone's home, not just a consumable. More decorative, so that people will want to keep and reuse the bottles that the product came in, and purchase it again to have a consistent aesthetic in their kitchen. 
  • How do various surfaces work together to tell a complete product story, including govt. regulated information?
          I don't really understand this question. I guess by clearly communicating all of it? With the proper hierarchy in relation to what the company wants the consumer to know first. 
The big picture
  • Product name?
          Orange, Vanilla, Peppermint Extract
  • Background information on the product
          There really isn't any to give. Kroger is a cheaper brand comparable to Best Choice that is carried at my local Dillon's grocery store. The extract isn't something that they make specifically, it's just a more affordable option of the same product. 
  • What is the product description? (describe the product)
          These are pure extracts, the essences of Orange, Vanilla, and Peppermint. 
  • What are the benefits of the product?
          They add essential flavors to a wide array of cooking and baking.
  • What does the brand stand for?
           They are sustainably conscious. Just earned 2015 Energy Star Partner of the year by U.S. Environmental Protection agency. They believe in building strong local ties, and and brand loyalty with their customers. 
  • Any additional information that might affect the creative direction?
          I worked at Dillon's in high school. I don't think that will change anything though. They are the largest full-service grocery retailer in the U.S. 
  • Current URL

  • Current tagline
          I think it's "Right store, right price." Couldn't find it on the website though. 
  • Current social media
  • Current approach/positioning
          The extract is placed on the middle/upper shelf on the end of the spice aisle. It's a small bottle but the puke yellow really sticks out. I guess it has that going for it. 
Define the problem
  • Problem
          It's really ugly. Food is the last thing I think about when I see these bottles. They look like they have molasses or some gross medicine in them.  You also can't tell what it is from the packaging. Unless you read the small type. 
  • What are the challenges in which the product/packaging must address?
           Size. This is a small surface that needs a larger message. A gracefully bold message. I think also affordability with this being an affordable brand. 
  • Current packaging
    • Does it have any components
                       If by components you mean extra parts like a container / box / tag / no. Just a plain-o-bottle. 
    • Has the material already been selected, or is it still open for suggestion?
                       Material has been selected. I am using glass amber bottles and clear acetate. The only thing that is up in the air is a dropper/vs. cap top. 
    • What mandatory elements (logo, government requirements, net weight, barcode, price tag, etc.) must appear on the package?
                    Nutritional facts, govt. regulations, barcode, oz,  price tag, logo, name of product, expiration date. 
  • Competitors
    • Who are the competitors in the marketplace?
                       Nature's Flavors, McCormick, Northwestern Extract Co, to name a few. Also, people on Pinterest make this stuff at home. 
    • Who/what are the competitors on the shelf?
                       P$$t Imitation Extracts (grody), McCormick, Spice Islands, Simple Truth, Better Body Foods, Simply Organic
  • What is the key response we want from the product & package design?
          Looks appetizing, fresh, flavorful. 
  • What is the current mode of appeal? Why? Would other appeals work better?
          There isn't one. So anything I do is going to look better. Communicate more effectively. 
  • What is the retail environment? (Is the product going to be displayed on peg board, shelves, point-of-purchase displays, etc.?)
          It is on a shelf with a bunch of other small bottles. 
  • Will it be available to the mass market or sold in a boutique shop, specialty store, etc.?
          Mass Market. 
  • Are there any other creative considerations
          Not at this time. 
  • Corporate colors, personal likes/dislikes, available resources such as copy, photos and/or illustrations?
          Corporate colors are blue, but that is going to stay in the logo. I love botanical illustrations and really want to lean in that direction. 
  • What are the distribution considerations? (Is the product going to be shipped in dozens, 1/2 dozens, etc.)
          The product will be shipped individually. 
  • What is the USP (unique selling point)?
          I don't know what that means. 

okay I looked it up. I would say that the USP is that this is an affordable product, (going to be) designed beautifully, and it's PURE. not imitation. And i'm going to put it in a beautiful, recyclable glass amber bottle that coincides with the company's emphasis on sustainability. 
The market segment
  • Who are we communicating to? (target audience, consumer)
           Anyone who cooks. I would say mostly women as far as the baking goes, but that's not necessarily true.  
  • Demographics (age, sex, education, profession, household median income, area median income, location)
          This isn't really a demographically specific product. It isn't for babies. Kids don't care what it is. Anyone of age to cook. 
  • Psychographics (attitude, habits, hobbies)
          Same answer as above. Hobbies, habits- cooking. Creative objectives & goals
  • Criteria for success (desired emotional impact, alignment with other initiatives, brand attributes)
          To design a beautiful, clearly labeled product for a reasonable price. To save people from this ugly yellow bottle. 


cynthia richmond's mood board

cynthia richmond's kitchen

albert denton's mood board

albert denton's kitchen

nina solares' mood board/kitchen