Today I presented our final presentation to the DBA team. Chris and Joel were unfortunately not able to attend due to the presentation being rescheduled.
The feedback that we received on the presentation was:
The overall design treatment was really nice but possibly too 'pretty'. Although the visual design treatment was good, it possibly was leaning more towards women due to the flower like illustrations that were supposed to represent herbs.
The progression from the first logo ideas we presented in the intrim-crit was impressive. The way we recognised that those initial logos didn't fit with our concept and how we changed our design approach was extremely beneficial.
Another point they made was that it appeared that we had jumped from our initial concept to our final designs and missed out a large part. We should of explained our concept in depth more and how it related to our final brand.
Saturday, 13 May 2017
PPP - DBA Nootropics - Final Packaging
Our final products consist of 4 different flavours, apple, blueberry, strawberry and an unflavoured product. Each flavour has a different illustration and is colour coded accordingly. The sachets will sold in a cardboard box and in various quantities. The choice to make the product a powder rather than a pill means that the brand appeals strongly to our target audience. The sachets will be a lot easier to open as opposed to a child proof bottle of pills. Using a powder rather than a pill also subtly appeals to our target audience with the idea of them not having to add another pill to their daily routine. This idea will also most likely appeal to our middle-aged target audience who feel as if they're getting old and think Nootropics could benefit the aging process. The powder is similar to that of a berocca and can just be something you put in your drink to start the day. A lot more approachable than a pill which elderly people usually have to start taking later in life. The powdered combination also ties in nicely with our Panacea/Remedy concept.
Colour Theory
When choosing the colour scheme for our products, we referred back to the tips that we had found when researching into designing for the elderly. We wanted colours that create contrast so the information and each product is easily distinguishable. We achieved this by using one block colour on an off white background and bold black type.
Typography
The typography is sans serif and set to a readable size. The information is limited to avoid confusion.
Illustrations
Each illustration is unique to the flavour and helps to create diversity in the products. The hand-drawn nature of the illustrations makes the product friendly and approachable for our target audience. These hand-drawn illustrations also help our brand to be unique within the nootropics market compared to the existing packaging we have researched into.
Colour Theory
When choosing the colour scheme for our products, we referred back to the tips that we had found when researching into designing for the elderly. We wanted colours that create contrast so the information and each product is easily distinguishable. We achieved this by using one block colour on an off white background and bold black type.
Typography
The typography is sans serif and set to a readable size. The information is limited to avoid confusion.
Illustrations
Each illustration is unique to the flavour and helps to create diversity in the products. The hand-drawn nature of the illustrations makes the product friendly and approachable for our target audience. These hand-drawn illustrations also help our brand to be unique within the nootropics market compared to the existing packaging we have researched into.
PPP - DBA Nootropics - Further Design Experiments
Joel used the illustrations to create a pattern that would cover the sachets. We then came up with the idea of flavouring the product, the illustrations were colour coded and the flavour was added beneath the brand name. Development was made to the typography, selecting something that reflected our running theme of the Greek goddess Panacea.
The pattern eliminates unnecessary white space that was making the packaging look clinical. The pattern resembles a herbal tea packet and a brand that is approachable and trust worthy, it seems appropriate for our target audience.
The pattern eliminates unnecessary white space that was making the packaging look clinical. The pattern resembles a herbal tea packet and a brand that is approachable and trust worthy, it seems appropriate for our target audience.
PPP - DBA Nootropics - Design Experiments
Using vector illustrations, I created some experiments for possible design treatments. Our first idea was to have an illustration that was relevant to how the different effects of the 3 products. For example memory - there would be an illustration of a brain. However, after trying this out the packaging appeared quite sinister and wasn't what we were looking for.
We then went onto using hand drawn elements that reflected our herbal remedy concept. These looked a lot better, a lot friendlier and appropriate for our target audience. The illustrations also compliment the pastel colour scheme we are using.
PPP - DBA Nootropics - Illustration Collaboration
Moving forwards with our idea of incorporating hand drawn elements into the design of our packaging. As a group, we decided to collaborate with an illustrator as none of us were strong at illustrating.
We gave Charlotte from illustration some reference points and she hand drew these illustrations with ink and brush. These illustrations reflect the herbal remedy concept we were trying to achieve. The illustrations are much more approachable and appropriate for our chosen target audience.
We gave Charlotte from illustration some reference points and she hand drew these illustrations with ink and brush. These illustrations reflect the herbal remedy concept we were trying to achieve. The illustrations are much more approachable and appropriate for our chosen target audience.
PPP - DBA Nootropics - Handdrawn Elements
Responding to the feedback received by the DBD team, we decided to experiment further with the herbal remedy concept that we had established. As a group we decided that incorporating some sort of hand drawn elements would make our brand much more approachable and appeal to our target audience more.
PPP - DBA Nootropics - Logo Ideas/Intrim Crit
Here are some of the initial logo ideas that Joel initially came up with. He was trying to use our concept of combining the powders to make a 'stack'. Using three blocks to represent the 3 products and how they come together to form a structure.
After having a group discussion on the logos, we decided that they seem quite clinical and probably not that appropriate for our target audience. The three blocks remind me of a racing car branding and I think the use of a cross is too obvious. However, the subtle use of the three lines under our brand name could work with possibly a different colour scheme.
After an interim crit with the guys from DBD where we presented our concept and idea so far. The team seemed extremely keen on our idea, however, after presenting our logo ideas so far they thought that we should change the direction we were heading in. They suggested that we build on the concept of herbal remedies and the Greek goddess idea. They referred us to Neil's Yard for packaging inspiration and to Chris Mitchell for character illustrations. Our current logos appear clinical and don't appeal to our target audience. They explained that our concept was strong and that we should work that into our design work further.
Neils yard:
Chris Mitchell:
After having a group discussion on the logos, we decided that they seem quite clinical and probably not that appropriate for our target audience. The three blocks remind me of a racing car branding and I think the use of a cross is too obvious. However, the subtle use of the three lines under our brand name could work with possibly a different colour scheme.
Here are the initial logos Chris came up with. Chris also used the concept of the combination of powders to form a structure. He came up with this symbol that is based on blocks forming on top of one another and creating a stack, similar to our product. The pattern also has a similarity to typical Greek patterns.
Although the designs fit our concept and look nice, I don't think they fit our target audience or brand ethos. The thick black lines and sharp edges, are not approachable and I don't think fit with out concept of herbal remedies.
Interim Crit
Neils yard:
Chris Mitchell:
PPP - DBA Nootropics - Packaging Research
Here are a few of the first packaging examples that come up when searching for Nootropics. As you can see the majority of them are definitely not target towards an elderly target audience. The packaging is extremely shiny and almost futurist in colour scheme. They look like gym products and something that elderly people most likely wouldn't be interested in.
As well as the overall design of the packaging, the language and terminology that they have used isn't very approachable. These are prime examples of what we want to avoid when designing for our products. Obvious things such as brains and neutrons should definitely be avoided to appeal to our target audience.
As well as the overall design of the packaging, the language and terminology that they have used isn't very approachable. These are prime examples of what we want to avoid when designing for our products. Obvious things such as brains and neutrons should definitely be avoided to appeal to our target audience.
PPP - DBA Nootropics - Concept/Packaging
Now we have picked our brand name and the 3 products we wish to sell, we then needed to decide how the product would be packaged. Keeping our target audience in mind, we needed something would be easy to open. We decided that a powder in sachet would be appropriate. The sachet would be easier to open than a child proof bottle containing pills and can also be marketed as 'not just another pill' that elderly people would have to take and also appeal to a younger audience that are starting to feel old. The sachet would appeal to the younger audience of not making them feel old by now having to start taking pills to maintain there health.
Building on from the idea of using a powder in sachet, we came up with the idea of a set of three powders that could become a 'nootropics stack'.
"A nootropic stack, simply put, is the combination of two or more supplements that have beneficial effects on memory, learning, focus, or motivation, in order to create a synergistic effect in the brain greater than any increase in cognition than the supplements you “stack” could create on their own."
Using this concept of combining the nootropics to create a stack also relates back to our chosen brand name of Panacea and the idea of creating a remedy.
Example packaging
Building on from the idea of using a powder in sachet, we came up with the idea of a set of three powders that could become a 'nootropics stack'.
"A nootropic stack, simply put, is the combination of two or more supplements that have beneficial effects on memory, learning, focus, or motivation, in order to create a synergistic effect in the brain greater than any increase in cognition than the supplements you “stack” could create on their own."
Using this concept of combining the nootropics to create a stack also relates back to our chosen brand name of Panacea and the idea of creating a remedy.
Example packaging
PPP - DBA Nootropics - Design for the elderly
When researching into points of consideration when designing for elderly people, here are some of the top tips that were provided:
- Use serif typeface for print materials.
- Make type size at least 12 point, 13 point, or 14 point.
- Allow for white space.
- Use upper and lowercase letters.
- Double space body text, where possible.
- Try to limit the use of italics, underlining, and bold for emphasis.
- Align text to the left margin.
- Don't wrap sentences around a graphic.
- Keep normal spacing between letters.
- Avoid awkward breaks at the end of lines.
- Carefully select paper.
https://www.nia.nih.gov/health/publication/making-your-printed-health-materials-senior-friendly
PPP - DBA Nootropics - Colour Theory
When researching into colour theory for elderly people the advice given was to avoid colours such as yellow, blue and green in close proximity. It is also advised to create contrast by using pastel colours with dark type.
- Avoid yellow and blue and green in close proximity. As we age, these colors may become increasingly difficult to tell apart. Using blue or green text on a yellow backdrop or vice versa may make the words appear to blend in with the background.
- Create contrast. Use dark type against a light background or use black type on a white background. Avoid patterned backgrounds. Text appearing across photos or other graphic designs is also hard to read.
PPP - DBA Nootropics - Brand Name
Now that we have our chosen target audience and the 3 products we wish to sell, It was time to come up with a name for our brand. As a group we started to write down any names that sprang to mind that may be relevant to nootropics or our chosen target audience.
After brainstorming for a while, we settled on the name 'Panacea'.
PPP - DBA Nootropics - 3 Products
After researching into all the different chemicals, here are the 3 that we choose that would benefit our chosen target audience:
Noopept - Energy
Modafinil - Memory
N-acetylcysteine - General Health
PPP - DBA Nootropics - Target Audience
After researching in-depth about all the different chemicals and what they actually do, we decided that we should pick our target audience. Once we had our target audience we could carefully select 3 products that would best suit that specific target audience.
Quite quickly as a group we decided that the elderly would be an interesting target audience to design for. With Nootropics being a relatively new thing, we would be designing to introduce our target audience to the new drug. Through the initial research we carried out, we also found that most of the websites that are promoting these Nootropics are aiming them at a younger target audience. We wanted to try something different.
Existing packaging:
Quite quickly as a group we decided that the elderly would be an interesting target audience to design for. With Nootropics being a relatively new thing, we would be designing to introduce our target audience to the new drug. Through the initial research we carried out, we also found that most of the websites that are promoting these Nootropics are aiming them at a younger target audience. We wanted to try something different.
Existing packaging:
PPP - DBA Nootropics - Initial Ideas
Just after the meeting Me, Chris and Joel met up for the first time to discuss any initial ideas we had and research into what nootropics actually are.
"Nootropics is an umbrella term for a class of chemicals — some naturally-occurring, some manmade — that give cognitive benefits to the human brain.
To get really technical, in order to be a nootropic, a substance must meet five criteria set by Dr. Corneliu E. Giurgea, the man who coined the term “nootropic.” The substance must…
- Enhance memory and ability to learn.
- Help the brain function under disruptive conditions, such as hypoxia (low oxygen) and electroconvulsive shock.
- Protect the brain from chemical and physical assaults, such as anti-cholinergic drugs and barbiturates.
- Increase the efficacy of neuronal firing control mechanisms in cortical and sub-cortical regions of the brain.
- Possess few or no side effects and be virtually non-toxic."
After getting a general understanding of Nootropics actually are, we looked into them in more depth and what the various chemicals actually do.
PPP - DBA Nootropics - Brief
This brief was set by the Design Business Association and is to create a brand for Smart Drugs, also known as, Nootropics.
Nootropics - also called smart drugs or cognitive enhancers—are drugs, supplements, or other substances that improve cognitive function, particularly executive functions, memory, creativity, or motivation, in healthy individuals.
We must choose a target audience and also 3 products to base our brand on. The deliverables are then to name the brand, logo, packaging, website, campaign and any other outcomes we feel necessary.
Nootropics - also called smart drugs or cognitive enhancers—are drugs, supplements, or other substances that improve cognitive function, particularly executive functions, memory, creativity, or motivation, in healthy individuals.
We must choose a target audience and also 3 products to base our brand on. The deliverables are then to name the brand, logo, packaging, website, campaign and any other outcomes we feel necessary.
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