3. OATLY As a brand/ company
OATLY is a Swedish company that creates oat- milk alternatives. They are independent and strive to be as ethical as possible.
They are different to other brands because they only produce oat based products as they have minimal impact on the
environment. What's really nice about this company in particular is that they are very driven and conscious of their product
and the impact it will have on the earth and the consumer which unlike a lot of brands shows that its more than just making
a hefty profit.
When looking at the oatly website, the first thing that I noticed was how clever and consistent their
designs are and how everything from branding to package design to even the website follows the same
layout and colours. I really like the branding for this company. Its all made to look organic by cleverly using
a brown paper style background and then a sketchy handwriting like font. They only ever use three colours
on each products to keep it simple (brown,white,blue,black).
These themes are consistent throughout all their products and marketing which is really effective because
its unique and recognizable.
OATLY has a slogan of “wow! No cow!” which reinforces a lot of the important aspects of this brand and its products.
Firstly it emphasizes the cruelty free aspect, this company
are strongly against the use of animal products for ethical reasons but also health reasons too and lots of their adverts
include this slogan. It is also reminding people its dairy free and it’s a really short but unique way of advertising a dairy
free product. The use of ‘wow’ makes people think why wow? What about this product is so special? It intrigues the
audience. it makes the reader think wow, this product is completely dairy free and is better than others on the market
because by saying wow it sounds as if its new, exciting, like we should be impressed by the fact there is ‘ no cow’.
4. OATLY
Oatly cleverly created the ‘OATFINDER’ which basically pin points on a map all the cafes, bars etc that use and sell oatly
products so customers can find the closest café to them. This is a really good idea as its basically spoon feeding the
audience by making it as easy as possible to find their products. Especially as their target market is dairy free/vegan/health
enthusiasts who may struggle normally to find places that will cater to their specific dietary requirements, having a map in
front of you telling you exactly where you can go is really handy and probably contributes to a large increase in profit for the
company but also other most likely independent businesses which further shows their belief in support of people and the
community rather than money making and greed.
Also on the oatly website is social media links. These are a really effective way of marketing especially in the modern world
where everything is online and social media is the source of most peoples information. It’s a great way to branch out and
widen their audience as social media is accessible all around the world and nearly everyone uses it, it’s a really good
platform to take advantage of especially as an independent company with a specific target audience. Also it gives you the
chance to show not just their products but their values and what they stand for as a company, allowing you to get involved
in political movements and projects. Oatly have a facebook, twitter, instagram and YouTube channel. The YouTube is used to
share their promotional videos and ads. I looked at their instagram and their twitter, and saw how the used it to
communicate world wide and how they promoted their products using blog style photographs of oat milk etc. The high
quality of their instagram content makes the company look really professional and more appealing to social media users.
5. OATLY: ADVERTISING
Visuals:
• OATLYs advertising is fairly consistent, links together and is usually short and simple. All of
their print based advertising, is really bold clear and easy to understand. They use stylized
fonts that link to their branding but are still easy to read and keep the snippets of
information short and make them big and bold in high contrast, their simplicity often
bringing them more attention as they are so clear and straight to the point.
Style and techniques:
• OATLY have a unique ad interesting approach to their advertising. Its done to seem almost
careless but its very clever. Their technique is unusual and they are very informal and have
a laid back and jokey way of communicating with their audience showing they don’t take
things too seriously. They build up a casual a friendly relationship with the potential
consumers making their product feel somewhat more welcoming and relaxed.
• I think on of the most appealing things about the company is its honesty, they say it how it
is, they speak their mind, and they aren't afraid to be controversial and disagreed with and
this confidence draws people in making them feel more comfortable with the brand and its
products. They make a product people can trust and that is what makes them so popular.
Location:
• OATLY advertise using very large unmissibale posters, on murals, posters In the subway,
online via social media.
This particular poster was seen as very controversial and there was lots of discussions about it online. The company are very
clear on their disapproval of regular dairy milk from cows and emphasize this a lot in their advertising. They also use some
propaganda styles on the side of their packaging which shows they are fighting against the use of animal produce. The
company show they are passionate and strong in their beliefs by being direct saying “YOU are one of US now” by purchasing
their product you personally are helping make a change and part of what they stand for which for vegans in particular, both
will be very appealing so they are targeting their niche audience by being controversial and strong minded.
Heres an example of an instagram
post where they were very casual
with their language, relatable
almost in how they phrase things
but actually do very little to
promote the product but at the
same promote it.
6. OATLY ADVERTS
“post milk generation”
“wow! No cow!”
• To find most of my information and images I used
• the oatly website: https://www.oatly.com/uk/
• The oatly instagram: https://www.instagram.com/oatly/
• The oatly twitter: https://twitter.com/oatlyab
7. ALPRO Alpro as a product/branding/company
Alpro is a really well known milk alternative brand that
have a range of dairy free products including yogurt
milk and ice cream. This leading dairy free brand
creates alternative milks using soy, oats, almonds,
cashews and coconut. They have a such a wide range of
products so its really important their branding and
deign is consistent throughout all their products.
Alpro have a really good
and clear branding strategy
with a bold logo that is on
every product making the
brand really recognizable.
Alpro uses three main
colours blue, green and
yellow. These compliment
and contrast from
eachother making the logo
clear and the thick white
font easy to read
Their packaging is always white with a simple
design showing the ingredients or flavor of
each product. The layout is always consistent
too, like the milk alternatives always have the
type of milk, soy/coconut etc, and a image of
the nut etc. Alpro also use bright colours on a
white background so their designs look really
clean and colourul. They use these colours to
show differences in some of their products
like almond milk, they have a unsweetened
version which is red instead of blue so its clear
which is which.
8. ALPRO: advertising
Lines of appeal-
• Family
• Healthy
• Luxurious lifestyle
• Relatable
• Humor
• Beautiful women
https-//www.youtube.com/#A7D65EAlpro | How it starts de#A7CE90
Alpro always use clear white fonts to add text to their
videos often emphasizing key words or slogans.
“depends on you” is a really clever slogan that they
reuse throughout all their advertising . Its direct and
gives you the responsibility.
9. CocaCola are one of the biggest and most recognizable worldwide brands, with really
strong advertising campaigns, they have managed to climb their way up and have a really
clear branding strategy. The logo is really unique and bold. Bright red and abstract, it
doesn’t go unnoticed and is easily spotted on CocaCola’s wide range of products. Just using
this logo, they have built colour themes of red and white which are consistent throughout
all their marketing and as the company has grown and developed more products but these
colours have remained dominant so now automatically we associate red and white with
coke. On their posters, red is the block background colour, its really eye catching, it then
usually has clear white font and then shows the outline of the original CocaCola bottle
shape and always includes the logo. Their repetitive advertising has made this brand
extremely well known successful.
11. #Choosehappiness campaign
• The #choosehappiness campign by CocaCola is really strong, cleverly using poster ads with similar
designs telling you to choose coke, choose happiness creating association between the product and
being happy.
• The brand as a whole is so well known world wide so with jut the use of the icoic coke colours and
shapes, the posters are really recognisable and just fro one glance you know its promoting cocacola.
Most of the ads have their four strongest coke types, original (white and red), coke life (green and red)
,diet coke (siver and red), coke zero (black and red). They are layed out next to eachother as block
coloured shapes with the cocacola logo written across them.
• They never stray from these colours, and often have a block read background with white writing which
makes them clear, eye catching and unique.
• They use the hash tag #choosehappiness
Its clever how they have sponsored sports events
and used the competitive side of the event to
bring people supporting different teams together
using the drink. So despite who you are
supporting, you should still support coke, because
supporting coke is supporting happiness.They have
stuck to the same graphics, fonts and colours in
this poster so it really clear its advertising coke.
12. Bold, bright yellow background
makes the poster eye catching and
creates contrast between he text
and images on the poster.
This poster uses visual hierarchy
to draw your attention to the
most important piece of text by
having it in a larger, bolder font
and in block capitals. The writing
is really clear and contrastsreally
well from the yellow
background so its easy to read
from a distance, but its also
aesthetically pleasing.
As this is the first thing you will
read, they draw you in with a
rhetorical question to get you to
think and hook you in. It then
continues in a different font,
much smaller, simpler and less
noticeable but we are drawn to
it because of the larger font
above. it cleverly entices the
viewer, questioning them and
intriguing them then giving
them more information that
they would not of read
otherwise.
Then at the end of the small
paragraph there is “choose
fairtrade” written in the same
bold font as the first question
but smaller. This shows it needs
to be eye-catching and
memorable but its not more
important than the first bit of
text. The largest and boldest
information will be read first, so
they have to get the attention of
the veiwer and gain their
interest before they will take
the time to read more of the
poster.
The text guides your eyes down the
page and finally to the right and the
fairtrade logo and a final bold
statement ”DON’T FEED
EXPLOITATION” on a black
background with white font to
make it stand out further by using
different colours to emphesise this
as heir final point that they want
you to remember.
This statement is also a clever play
on words, using the word feed to
describe people supporting and
contributing to exploitation. This is
relevant as fairtrade sell many food
products and the main image on
the poster is a biscuits being dipped
in some tea so its almost ironic. As
wella s this in the information they
say the people who grow our food
arent paid enough to feed their
own families. So its saying we
should support fairtrad to fee the
worker and not exploitation.
The first thing we see when we
look at this poster is a cup of tea
and biscuit, something we all
recognize as comforting and
pleasant but its then corrupted
and tainted by ‘exploitation’. Its
taking something we see as good
and safe then ruined and
obscured which makes us feel
uneasy and uncomfortable.
13. Existing Products- design
These products I've taken a lot of inspiration from in particular. After looking at lots of existing chocolate
brands and independent businesses , I noticed a lot if similarities in the layout and design. Each bar has a
colourful design on the background and then a box/triangle with the logo/ name of the company and some
information. These are often very simple and minimalistic using very little colour if any. The boxes are all
central and contrast with the bright high saturation backgrounds so they look neat. This design is consistent
between each brand so that all their products match and are recognisable.
I think the fact this particular design is so popular shows its effective and eye catching but with all these
chocolate bars looking the same with the same layouts, it makes it harder to distinguish between each
chocolate company and there is nothing unique or particularly grabbing about the individual bars. I like how
‘compartes’ uses a different shape to make their project more unique and recognizable. I think after looking
at these I’ve realized the design is simple and boring, its been over done and the audience what something
new and more exciting. My product is different, its ethical and there's more too it than just a chocolate bar
so I feel like that should be shown through my packaging.
When looking at the background design they are all slightly different but all of them are subtly reflecting the
flavours in their chocolate. for example ‘coco’ use really unique flavour combinations which definitely make
them stand out and it’s a shame I think that they don’t allow the ingredients to inspire the design more and
push through those flavours because I think that’s probably that companies biggest appeal, unique flavours
and the fact its organic but I cant tell that from first glance, I have to look for this information which I think
as a consumer is a downfall to their design. However the little links to their flavours are clever but discrete
like the peppermint one has stripes and colours you might see on a candy cane or a peppermint swirl or the
earl gray infused bar has the flowers and tea leaves but some of the other bars have no links and some of
the designs are similar to others.
Similarly to ‘coco’, ‘mast brothers’ also like their designs subtly to their flavours by using association. Sea salt
is on of their flavours and they chose use light blue and off white stripes like those seen on a beach hut. This
obviously links to the seaside and therefore sea salt. I really like this because I think it’s a subconscious
association, like the sheep milk bar using neutral colours in splodges almost like cow print so we
automatically think of farms and farm animals. Although this is a clever technique its not vey bold or eye
catching and could easily be outshone by brighter more vibrant or adventurous designs.
The wellington chocolate factory on the other hand, have artists commissioned to do the designs of some of
there chocolate bars. Compared to the others, this company channel the flavours much more in their design
having coloured hazelnuts on the hazelnut bar and a illustration of a bar and some men drinking in the beer
infused bar. These bars are really eye catching because of the detail and unique designs on each bar. The
fact the bar also supports artists is important too and it will attract a different audience with its design style.
The high quality design makes the product appear more luxury and high end but also alternative and
interesting. I think its quite quirky which I like personally and gives the company some character so they
stand out as an organisation.
14. These two designs are really similar because they both have a detailed black
and white line drawing designs and a off center coloured box containing the
information and name of the product.Its really simple yet effective as the
drawing is so complex and delicate, it really makes the coloured box pop
creating a really nice contrast.
I think especially on the ‘hush’ chocolate bars, the pastel colours make the
design appear really soft and soothing in the way chocolate feels. The
patterns are quite relaxing and remind me of the ‘colour me calm’ books.
And I think the almost elegant simplicity makes them more appealing. The
drawings also link to the flavours, the wavy design relating to the sea salt
flavour and the flowers to the rose infusion. This is a nice way to hint to the
ingredients and make the packaging more relevant to the product. The font
as well on hush is very simple and dark grey because black would be to
disruptive to the delicate designs. The logo is very minimalistic and having it
pushed to the right hand side gives it a unique twist so it stands out from
other products.
‘Raaka’ is similar in many ways but its design is more of a pattern rather
than a drawing. They are cell lice and look like something you might see
under a microscope which makes them more unusual and interesting. The
design has no relation to the product or its flavors but they do show links
between the ingredients using bold colours like pink for the pink sea salt
and the dark murky purple for the smoked chai. These colours really stand
out especially from the often dense black and white background which is
good for the consumer as its easier to identify the flavour of each bar.
The logo for this chocolate is really recogniasable because of its unique font
and peculiar name, but like ‘hush’ theres minimal information on the bar,
just the name of the company/ product, the flavour and identifying what
the product is. However ‘Raaka’ has a small, recognisable logo telling you its
organic so you know straight away. It also tells you the origin of the
ingredients
(ie; Bolivia, Dominican Republic , Belize)
15. What I like about these designs is that they both have almost the
exact same design on each packet and the only change is the
colour. I think this is a really effective way to create a really clear
recognizable packaging. Both are really bold and use colours to
represent different flavors.
Oliphen is clean antioxidant chocolate aimed at healthy eaters. The
packaging reflects this really nicely, its very simple, sleek and neat.
It looks almost clean just like the chocolate is described on the
website. The packaging reminds me of paint swatch's that you get
when your decorating or almost scientific with the use of the
numbers making them look like they are art of the periodic table. I
think this makes the chocolate look less fun but more serious and
professional, appealing to their target audience. They use muted
sort of tones and then just simple black and white, this is really
effective in making the brand really recognizable, especially as they
have a range of other food products with the same deign. Its also
very aesthetically pleasing and allows them to apply this theme to
other products, adverts and their website. The chosen font is really
clear and easy to read and stands out well from the coloured
background. There's no pictures apart from the logo on this
product, only information about the products contents and flavors.
This is because the consumers of this product are more interested
on the actual ingredients and contents of the product because they
are conscious of what they put in their body.
Unlike oliphen, MAROU is bright, exciting and busy. The design is
really bold and vibrant using metallic gold for the pattern that is
consistent across all their chocolate bar packaging. They have a
really clear logo and name that is in high contrast with the plain
black background. The font is all bold and clear and the use of the
shiny gold makes the product unique and stand out of the shelves.
The gold pattern itself is really interesting an reminds me of the
great Gatsby and the idea of luxury 1920s interior design in
America. The gold makes the product feel like a luxury item that
people would therefor be wiling to pay more for. The boxes on the
design are central and the use of angular lines make it see very
neat and perpendicular however the second smaller box containing
information on the product is tucked behind some of the design
(clouds, leaves, cocoa bean). The use of the cocoa bean is clever
because it links to the contents of the product but discretely so its
not like having a picture of the ingredients, just a subtle indication
that its chocolate. The background colours vary between each
flavour and are really strong saturated colours that are really eye
catching attracting the consumer to get a closer look.
16. Research Analysis
What common features do the researched products have?
– All the products and existing brands I have researched are really consistant and have strong
links back to their logos branding. I found that in both designs and in avertising what is really
effective is having a clear brand/logo and colours associated with my product to make my
product and posters link together so they are recognisable.
– I found with design, there was lots of similarites between all the different chocolate bar
companies which showed me what was effective but what was also overdone and boring. But I
also learnt a lot about how to make my packaging reflect my brands ethics and flavours but also
how to make it bold, unique and stand out from other existing products.
– I found when looking at the poster ads for big brands like CocaCola and then more ethical
smaller brands like oatly, that actually less is more and finding the balance between text and
images is important. I also learnt about the lines of appeal used in print based advertising and
how to adress the reader depending on my audience.
What aspects of the research will you include within your own production work?
– In my product design I will include the use of colours and textures to reflect the organic ethical
side to my product but also the flavours as I found these to be really important when looking at
existing products. I also feel its important to focus more heavily on the ethics of my chocolate
bar after doing my audience research where people said they found that most appealing so I
want to reflect that more in my design.
– When advertising I think I will include the use of visual hierarchy colours to create bold,
effective posters that advertise my product and the values of the company. I will also make
effort to make my adverts and branding consistent with clear links to create a strong
recognisable brand and advertising campaign.
18. Secondary Audience research: FairTrade
“We conduct a random survey of Michigan (United States) households to gauge consumer behavior
toward, and awareness of, fair trade. Around 58% of respondents have heard of fair trade and just
over a quarter have knowingly purchased a fair‐trade product. Of the 38% of respondents who
indicated a willingness to pay a premium for a fair trade product, the median premium they were
willing to pay was around 20%. We find that those who are politically liberal, female, younger, and
have attained higher levels of education are willing to pay higher premiums for fair trade, other
factors held constant. Respondents who are unwilling to pay a fair trade premium are divided
between not doing so because of a belief that all voluntary trade is already fair and a fear of potential
unintended negative consequences on workers.”
https://onlinelibrary.wiley.com/doi/abs/10.1111/joca.12025
I found some existing research on fairtrade
done on potential consumers and I found it
really helpful with building and understanding
of my target audience as the secondary
research backed up the primary research I did.
19. Secondary Audience research: Alpro
“ Vicky Upton, marketing controller at Alpro UK, told Marketing Week that one in five
households now buy Alpro, with a quarter buying into the plant-based category, which the
brand leads with 65% share.
“Before we said plant-based eating was coming of age,” Upton said. “Now it’s there.”
She added that while in the past it may have seemed like the brand was for “a special kind
of person”, now it’s for “people who want to make positive choices in their lives”. ”
https://www.marketingweek.com/2015/05/27/alpro-on-being-the-uks-fastest-growing-grocery-brand-and-the-rise-of-plant-based-eating/
“Now, Alpro is trying to appeal to “savvy
urban females who are well-informed
but need inspiration to fit the product
into a busy lifestyle” ”
-this profile is similar to the target
audience for fair-trade and also backs
up the results I got from my
questionnaire.
22. Primary Audience research
For my primary audience research I created a questionnaire and asked several
people I knew were my target audience and might be potential buyers of my
product. I tried to ask specific questions where I could get good feedback so I
can improve my product. I made sure I asked a variety of ages and genders so I
could get a broader opinion.
I did this research to make sure my product is appropriate for my target
audience and to see what was appealing about it so I could focus on those
things when advertising. It was also helpful to see what they didn’t like about
my idea, or why they wouldn’t purchase it so I can try to work on these areas
and make my product better suited to that specific market.
23. scott
•Vegan
•Doesn’t really appeal
•Would only buy as a
treat and would spend
no more than £2.50
•Wants it to be Ethical,
nice flavours and
affordable
•My product is similar
to existing products,
what makes it
different?
24. Dave
• Vegan + nut allergy
• Potential to be popular if I
focused on ethical aspects
more than dairy free as that’s
a crowded market
• Give them a reason to buy
more
• Will pay more if its ethical
and independent. Needs to
be affordable, ethical and
tasty.
• £2.50- £3.50
25. chantelle
• Dairy intolerant and nut
allergy
• Struggles to find dairy and
nut free chocolate
• Prefers ethical brands
• Thinks it will be a popular
product due to the wider
market appeal
• Needs clearer packaging
• £2.50- £3.50
26. sophie
• Vegan
• Doesn’t struggle to find
vegan products
• Likes that its an eco-
friendly product
• Looks for healthy, eco-
friendly alternatives
• £2.50-£3.50
27. beth
• No food allergies or dietary
requirements.
• Would be popular as the
target market is expanding
due to increase in veganism
and awareness of our
environmental impacts.
• Would buy out of curiosity
and to help the
environment.
• Appealing because of ethical
values
• £2.50-£3.50
28. Darci
• Vegan.
• Doesn’t struggle to find
appropriate food
alternatives.
• Appealing because its
palm oil free and
recyclable, increase in
veganism so the target
market would increase.
• Likes the ethical values and
the colourful packaging.
• £2.50-£3.50
29. Twitter poll
In addition to my questionnaire, I took to twitter and did a poll to find out how my friends and
family felt about spending more money on environmentally friendly products. Most of the
people who voted are not vegan/ dairy free but are mostly left wing and working class. I found
that everyone is much more environmentally conscious now and actually majority of the voters
said they would be willing to spend more if it was eco- friendly and palm oil free despite not
needing too or it being within their usual price range. I think this shows there isn't many
products on the market with these key values so I think it would definitely be a key point of
interest for my audience.
After gathering this additional audience research I decided I'm going to focus much more on the
environmental aspects of my product when advertising because e I think it will broaden my
audience and appeal to more people instead of just those with dietary requirements.
30. Overall summary
Feedback:
After looking at my feedback Ive noticed that the most appealing factors to my target consumers are the
ethical values. They also said that vegan snacks is a crowded market so what will make my product
different and stand out from existing brands and bigger, cheaper companies. A couple also pointed out
that my original product design wasn’t very appealing and didn’t reflect my product and its values well.
However everyone said they would buy it and give it a go due to its environmentally friendly values, and
would purchase again depending on taste and price. Majority said they would spend £2.50- £3.50 on my
chocolate bar which shows they are willing to spend more on a high quality product that’s ethical but
cant afford to spend lots regularly on what would be considered a ‘luxury’ product. This conclusion was
also reinforced by my responses to my twitter pol.
Response to my feedback:
It was made clear in my primary audience research, that my selling point will be the ethical values of my chocolate
bar (palm oil free, 100% recyclable, fairtrade, vegan). These values are what make my product different and
potentially stand out on the already niche but crowded market for vegan confectionary, but to stand out I have to
have packaging that reflects my product better than my original design and that gives more clear information
about the chocolate. Im going to try and find more ways to incorporate the environmentally friendly aspects of my
product into my design and advertisement to emphisise the ethical values to widen my market from just vegans
and dairy free consumers. Ive done additional research on package design top help me come up with a more
appealing wrapper. As the design is what you see first I needs to be eyecatching and bold.
Ive also been made aware of the prices and to be conscious of how much I charge for my product because even if
it environmentally friendly most people cant afford mega expensive chocolate especially if there is bigger brands
that are more affordable that will be on the shelf next to mine.
Overall I think the things I want to emphesise most about my product through advertising is affordable, ethical
values, vegan and good flavour.
What will make my product unique? Why should the consumer chose my product over another?
31. Market Research
Who are my target audience?
My target audience are environmentally conscious people, vegans, people with a little more money
perhaps (class B/C) who are willing to spend a little more if its environmentally friendly,
ethically sourced and animal product free. My audience age range will probably be 16 + but will
be more likely to be purchased by older people ( middle aged ) as they have a higher income
than teenagers and are more likely to be able to invest in more expensive snacks. But I think it
would still be bought by younger people as they are a lot more aware of their environmental
impacts and the amount of vegan young people is increasing rapidly.
Where would I sell my product?
Because my product and brand upholds strong ethical values and my target audience is so specific,
it will need to be sold in shops and markets where my ideal consumers would go.
My first thought is local independent businesses and places like the fairtrade shop, shared earth.
These places are really good and things are expected to be slightly more expensive as
they are independent and ethical so people will be expecting to spend more money. Lots of
independent cafes these days sell vegan options so I would try and sell it I those places too as
my target audience would be their customers. Think I would be less likely to push my
chocolate to bigger chain supermarkets like tesco as my product would be overshadowe by
cheaper well known milk free brands and it would be seen less by my target audience.
32. Subject Research: advertising techniques
Emotional Appeal This technique of advertising is done with help of two factors - needs of consumers and fear factor.
Most common appeals under need are: need for something new need for getting acceptance need for not being ignored need for change of old things need for security
need to become attractive, etc. Most common appeals under fear are: fear of accident fear of death fear of being avoided fear of getting sick fear of getting old, etc.
Promotional Advertising This technique involves giving away samples of the product for free to the consumers. The items are offered in the trade fairs, promotional events,
and ad campaigns in order to gain the attention of the customers.
Bandwagon Advertising This type of technique involves convincing the customers to join the group of people who have bought this product and be on the winning side.
Facts and Statistics Here, advertisers use numbers, proofs, and real examples to show how good their product works.
Unfinished Ads The advertisers here just play with words by saying that their product works better but don’t answer how much more than the competitor. For e.g. Lays - no
one can eat just one or Horlicks - more nutrition daily. The ads don’t say who can eat more or how much more nutrition.
Weasel Words In this technique, the advertisers don’t say that they are the best from the rest, but don’t also deny. E.g. Sunsilk Hairfall Solution - reduces hairfall. The ad
doesn’t say stops hairfall.
Endorsements The advertisers use celebrities to advertise their products. The celebrities or star endorse the product by telling their own experiences with the product.
Here, the advertisers used punch lines which complement the consumers who buy their products. E.g. Revlon says “Because you are worth it.”
Ideal Family and Ideal Kids The advertisers using this technique show that the families or kids using their product are a happy go lucky family. The ad always has a neat and
well furnished home, well mannered kids and the family is a simple and sweet kind of family
Patriotic Advertisements These ads show how one can support their country while he uses their product or service. For e. g some products together formed a union and
claimed in their ad that if you buy any one of these products, you are going to help a child to go to school.
Questioning the Customers The advertisers using this technique ask questions to the consumers to get response for their products. E.g. Amway advertisement keeps on
asking questions like who has so many farms completely organic in nature, who gives the strength to climb up the stairs at the age of 70, who makes the kids grow in a proper
and nutritious ways, is there anyone who is listening to these entire questions. And then at last the answer comes - “Amway : We are Listening.”
Bribe This technique is used to bribe the customers with some thing extra if they buy the product using lines like “buy one shirt and get one free”, or “be the member for the
club for two years and get 20% off on all services.”
Surrogate Advertising This technique is generally used by the companies which cannot advertise their products directly. The advertisers use indirect advertisements to
advertise their product so that the customers know about the actual product. The biggest example of this technique is liquor ads. These ads never show anyone drinking
actual liquor and in place of that they are shown drinking some mineral water, soft drink or soda.These are the major techniques used by the advertisers to advertise their
product. There are some different techniques used for online advertising such as web banner advertising in which a banner is placed on web pages, content advertising using
content to advertise the product online, link advertising giving links on different sites to directly visit the product website, etc.
33. Subject Research: Advertising Techniques
Lines of appeal:
• Happy families
• Rich luxury lifestyle
• Dreams an fantasy
• Romance, love, sex
• Elite people/experts
• Glamourous places
• Successful careers
• Art, culture, history
• Nature and the natural world
• Beautiful women
• Self importance and pride
• Comedy and humor
• Childhood, nostalgic
• Star power
How to speak to the consumer:
•Ask “why”,”why not”,”why would you”
•“you can”/ “whats stopping you” not “you must”
•Allow them to be persuaded not feel forced, sweet talk not
pressure, they need to feel in control, as though they made the
choice and it was their idea to purchase your product etc
Persuasion:
• Rhetorical questions
• Anecdotes
• Personal pronouns
• Emotive language
• Alliteration
• Facts and figures
• Authoritive language
• Formal/informal
• Well known phrases(cliches)
• nostalgic/relatable
• Exaggeration
• Inclusive language
• Expert opinion
36. Practical Research
Design experiments
One of the big things about my project is the product im advertising. I chose to
make up my own product and design it all myself. This is a lot of extra
work and has definitely made things more complicated. So along side
my adverts and website etc. I have tried to do a decent package design
for my ethical chocolate bar.
This is my first design inspired by my mood boards. I used colouring pencils to
do a rough potential sketch of what my wrapper could look like. My
background is a gradient pink to blue with some palm leaves poking
through at the top. I did this to kind of look like the sky, as if you were
looking up when sat on a beach to give that tropical feeling, reflecting
the coconut flavours in my chocolate. Then over the palm leaves I had a
cocoa bean to represent the chocolate. I also had a coconut at the
bottom so the flavour is clear for the consumers. I also have the symbol
for vegan, recyclable, fairtrade etc at the bottom. I planned to have the
name/ logo in the middle where the colours where lighter so it would
stand out more. My design continues on the back with just the
background colours and a few palm leaves which you cant see very well
in the photo and the barcode on the bottom left. I also planned to have
a list of ingredients and allergy notice etc on the back too.
when given feedback, my target audience mentioned they did not like the
design ad didn’t find it appealing so I did more research into existing
products and their designs and have tried to come up with some new
ideas. They mentioned not liking pictures of the ingredients being on
the wrapper and I think now looking at it it looks more like a shampoo
bottle than a chocolate bar..
As well as this, after doing my surveys, people said what appealed to them the
most was the ethical values of my chocolate and the fact its 100%
recyclable and palm oil free is what would make my product stand out
from other competing brands on the market. I don’t think this first
design reflected any of these values and actually without reading into it
you wouldn’t know that my product was anything but vegan. I feel like
especially as the market im going into is niche but crowded, my product
has to be bold and unique and be seen as a better alternative to the
bigger cheaper brands. Because my product will be ethical, it will be
more expensive, which is fine but I needs to be worth the money,
people need to be willing to pay a little extra if they know the product is
eco-friendly and good quality which again was not reflected in my
packaging, it did not look high end, it did not look luxury or like it was
ethically sourced.
I think from all my additional research on product design, I should be able to
come up with a much more suitable design for my product that
accurately represents the brand and the values the company uphold.
37. research
So I took my feedback on board and tried to create a new deign that was more
appropriate using my original colour scheme and mood boards. I designed a logo and
a slogan to go on the front of my product and renamed the brand “The Green Co.”.
After the additional design research I did, I found that most of them had one main
pattern or block colours and then a shape with the name etc and it was quite
effective so I tried to create something similar.
I wanted mine to stand out so I chose my shape to be a circle which I hadn't seen on
other designs, and decorated it with leaves. I think the circle is affective because its
unique and I round like the earth so it kind of links back to that idea of organic and
eco- friendly. I felt like the woven leaves made it appealing to my target audience as
it reflects natural ingredients etc.
I did some background experiments using inks and
scanned them into the computer. The one on the right
was based off my first design using the gradient from
pink to teal. The one on the left was more abstract,
using more colours creating a galaxy effect using salt.
This was my idea for my layout ->
I did a really rough edit with one of my backgrounds
behind it to see how it would look but I decided I
didn’t like it.
At the bottom i was going to have the flavour on a bar
across the bottom and a fairtrade logo. I was also going
to have a leaf with the values of my chocolate bar in
(palm oil free etc) but I decided non of the shapes or
colours complimented eachother and it didn’t look
professional.
Logo design
made on the
computer ->
38. Practical Research
• After not liking my new design I decided to take it from a completely different angle. I tried
to create something more sleek, professional and appealing. I wanted to involve colour and
use it to reflect my flavours and I also wanted to use trees as they relate back to nature and
organic themes. I did some quick sketches trying to work out shapes and the layout of my
packaging. I really liked the idea of using the silhouette of the trees and having that as one
block colour then the background a much paler version of the colour used for the
silhouette with my logo in the middle. I then tried to do a deign in colour and
experimented with different colour combinations too see what worked and what didn’t. I
then had the idea of having more than one flavour of chocolates and having a range of two
or three and using the same deign but with different colours. I thought I could develop this
further and use different trees for different flavours too. I chose pine trees for forest fruits
and palm trees for my original flavour, coconut.
• I felt quite confident about this new idea so tried to create my design on the computer
following my sketches and plans.
39. So my first design was this, I followed two
colour schemes and put them together
roughly
I then looked at changing the colours of just the pine
tree and scrapping the idea of having two tree types
but they just didn’t look as nice in these colours so I
stuck to my original idea.
I then felt like they looked too plain so I tried adding some
shapes and texture to the background. I had some
experimental backgrounds I made on illustrator previously
and tried adding that to give my packaging more depth. I
then tried adding some stripes that fit with my colour
schemes and I felt like it worked really well.
Practical Research
40. • I felt like although those designs were good that they werent
reflecting the eco-friendly, ethical values of my product so I thought
about doing something similar but using grass and a green pallet.
But I just didn’t find it appealing and I didn’t think from looking at
that design it would make you want to eat the chocolate
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Choose a recent product similar to your own and annotate it
Type of image- studio/location, angle, effects, post-production
Use of lighting/composition/mise en scene/costume/props/location/colours/fonts etc.
Audience appeal- how does it make its audience want to buy/watch/play it?
Why have you chosen to look at this? What have you learned that can help you in your project?
Use this space to record any secondary audience research you might do. This is finding out about the audience for existing products.
Use this space to record any secondary audience research you might do. This is finding out about the audience for existing products.
Use this for any primary audience research that you do. Questionnaires, interviews, vox pops, focus groups… whatever you did, record the responses here and note what you have learned and how it will influence your project.
If you do any additional subject research, record that here. This might be most relevant if you are producing a magazine or a documentary but even a fiction trailer might require some additional research in to a particular subject.
Getting some background information on your subject would be a really good idea.
Find some resources, log them, read them and write something about them.
If you do any additional subject research, record that here. This might be most relevant if you are producing a magazine or a documentary but even a fiction trailer might require some additional research in to a particular subject.
Getting some background information on your subject would be a really good idea.
Find some resources, log them, read them and write something about them.
If you do any additional subject research, record that here. This might be most relevant if you are producing a magazine or a documentary but even a fiction trailer might require some additional research in to a particular subject.
Getting some background information on your subject would be a really good idea.
Find some resources, log them, read them and write something about them.
Undertaking practical research is another great way to improve your project. Experimenting with techniques, equipment and processes you might want to use in you project will help you plan for the future.
Think about what you will research. It could be studio photography, or sound recording, or post-production techniques for video or animation techniques for a video game. Tutorials are useful here.
Make something similar but unrelated to your chosen idea.
Do not make it a version of your final product; it is an experiment
Provide a reflection of the processes you used and how it has been useful.
Don’t do something that you already know how to do.
Undertaking practical research is another great way to improve your project. Experimenting with techniques, equipment and processes you might want to use in you project will help you plan for the future.
Think about what you will research. It could be studio photography, or sound recording, or post-production techniques for video or animation techniques for a video game. Tutorials are useful here.
Make something similar but unrelated to your chosen idea.
Do not make it a version of your final product; it is an experiment
Provide a reflection of the processes you used and how it has been useful.
Don’t do something that you already know how to do.
Undertaking practical research is another great way to improve your project. Experimenting with techniques, equipment and processes you might want to use in you project will help you plan for the future.
Think about what you will research. It could be studio photography, or sound recording, or post-production techniques for video or animation techniques for a video game. Tutorials are useful here.
Make something similar but unrelated to your chosen idea.
Do not make it a version of your final product; it is an experiment
Provide a reflection of the processes you used and how it has been useful.
Don’t do something that you already know how to do.
Undertaking practical research is another great way to improve your project. Experimenting with techniques, equipment and processes you might want to use in you project will help you plan for the future.
Think about what you will research. It could be studio photography, or sound recording, or post-production techniques for video or animation techniques for a video game. Tutorials are useful here.
Make something similar but unrelated to your chosen idea.
Do not make it a version of your final product; it is an experiment
Provide a reflection of the processes you used and how it has been useful.
Don’t do something that you already know how to do.
List all products researched in previous sections. Include anything additional you have watched/read in preparation for production. Alphabetise your list.
