Exploring Target Markets

Children’s drink packaging

To explore target markets, I looked into the target market of fruit juice. All the images below are drinks/fruit juice packaging ideas showing how they target children specifically.

All the images above have a few things in common; colour, imagery and typography.

On each of these designs, colours such as red, blues, greens and yellows have been included. They are all bold and bright, and due to this can be seen from a distance. The inclusion of primary colours within this packaging perhaps makes the designs stand out to children, as they would identify the colours and know what they are. Using primary colours also targets both a female and male target audience as the colours aren’t gender specific, and the variety of colours allows the drinks to suit both. For example, using all blue, or all pink packaging would incline that the drinks are more gender specific, as stereo typically girls prefer pink and boys prefer blue. Whether this is actually the case or not doesn’t matter with the majority of the drinks pictured, as they include all sorts of different colours. To continue, a gradient can be seen in the ‘cuties’ fruit juice packaging, showing how the company has used two shades of similar colour to make up the background colour on the packaging. I feel this gives the design a bit more sophistication rather than just using one block colour.

Something each of these designs has in common is the title/logo of the drink which appears on all of their products. Each company has a specific logo which is carried through all of their designs, allowing the brand to be identifiable on each drink. I am particularly fond of this idea, as I feel it represents each company well, as using it on each different drink makes it memorable. Another thing the designs have in common is the colours to represent the drinks flavor. Particularly shown through the fruit juice packaging, the colour on the bottle represents the flavor of the drink. This I feel is a very strong thing to do in children’s packaging design, as younger children may not be able to read and identify the name of the drink from the packaging, but may have the idea that an orange bottle represents an orange flavored drink, and a red one representing a strawberry flavor.

Continuing the theme of similarities, each of these branded drinks appear to have some kind of animal or mascot within their packaging. I feel the most effective use of this in these designs is the ‘DRAZIL’ carton, based on the lizard that is shown at the top of the design. This lizard appears to be mainly a green, blue and purple colour suggesting it is a chameleon as has the ability to change colour. This lizard features on every different carton of the drink, giving the series of drinks a running theme throughout. The colours have not changed in the chameleon on each individual carton, making the lizard even more noticeable. I am particularly fond of the idea of including some kind of animal or mascot on the carton of a child’s drink as I feel that it would make them more drawn to the packaging.

The materials used for these designs appear to be mainly digital. However, the designs were most likely drawn in pencil first, and then edited through Photoshop or illustrator. I feel that most of these designs would have been drawn using a Wacom tablet, due to the fact that some of them appear hand drawn, and the digitalised in Photoshop.

On the front cover of the designs, not much information is included which makes the packaging more child friendly. I feel if a lot of information were to be shown on the front of the packaging, this would deter children from looking or buying these particular items as they are drawn to bold bright pictures, rather than text. Children are most likely drawn to packaging without writing due to the fact that their reading abilities would not be as good as adults, and therefore the information featured on the front of packaging would appear unnecessary to them.

The DRAZIL lizard is a design I am very fond of. I feel it is a clever use of an animal, as due to the changing colour aspect of them, I believe chameleons to be an incredibly interesting animal, especially to use on this packaging. The chameleon does not represent the idea that once you’ve started drinking DRAZIL you will become big and strong, as the chameleon is a small creature. Nor does it infer that this drink will make you super quick, or have amazing agility. Part of the lizard family, a chameleon may be seen as an animal that a lot of people don’t like, as its rarely seen as a pet or an animal that people would name as ‘cute’. I feel that using such a bizarre creature on this packaging makes this drink even more interesting than the others shown here. The chameleon has more interesting qualities, such as those that allow it to hide away from predators using its camouflaging technique, outsmarting the animal that would have most likely been seen as superior. Although children are not likely to think this much into the packaging design, I feel that the idea of using a chameleon or any type of unusual animal has a lot of strengths.

Additionally, I feel that DRAZIL could be branded as a family drink, as despite its label ‘kids tea’ it is shown in a carton which can be poured into cups for the whole family. This is unlike the ‘smoothie safari’ drink which you’d less likely find a parent drinking, as it has a very childish nature to the carton and straw. To continue, the illustration on the DRAZIL packaging has quite sophisticated drawings, which through the colours have an obvious appeal to children, but the drawings are not block or flat but hold a three dimensional sense to them.

Out of all of the designs above, my least favorite brand of fruit juice is the ‘cuties juice’. I feel that this drink is most likely aimed at a very young market, and suggests to parents that this juice should be given to ‘your little cuties’.  I feel that the face pictured on the front of the carton would not persuade me to buy the drink, as it looks like it is smirking. However on a positive note, the illustrations are very babyish revealing the target market without reading the text.

From looking at these different packaging designs, I have learnt how colour, shape and appearance are all key to representing the target market.  From looking at the ‘Cuties’ fruit juice it appears as though softer colours have been used, suggesting that softer, lighter colours target  very young children. Fruit shoots have more of a sophisticated design and from the bright colours suggest that younger age groups would be target but added to this the complex design suggests a slightly older market, suggesting this drink aims to target both age groups. I have also learnt that the use of a mascot is very effective in family packaging, as the majority of these designs features some kind of mascot or animal. I feel that animals in particular have strengths, as they can be used to represent the qualities that these drinks may give you, and additionally make the product more recognisable for children.

Family Fruit Juice Packaging

Family fruit Juice Packaging appears to take a more sophisticated appearance unlike the children’s Juice packaging that I explored. The designs appear more realistic and lifelike, which make the overall design more appealing to adults.

Many of this designs use photographs, which have most likely been edited in Photoshop to make them appear more nutritious, and appealing to eat. In this case these designs are quite effective, and encourage you to buy the drink due to the healthy appearance of the fruit on the front of the packaging. However, I feel that this may make the product less appealing to children, which suggest it is less suitable for a family market.

I feel that to create a suitable family product, the inclusion of something which is found featured in a children’s fruit juice drink would work well amongst the packaging, to give the design an appeal to children as well, as they are a key part of the family market.

 

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