When one thinks of how a creative logo and packaged item can lure the customer, it must first be established
what
type
of
customer
that
the product is marketed
for. Visiting a grocery store should only be done when one is
not hungry,
however
it
is
a
great
way
to
evaluate
how
different
colorful logo- packaged
items
and
the
store's
layout
can
visually
target or influence
a
specific
type
or
a
general
type
of
consumer
to
a
particular
product. This
excursion
was
fun
and
visually
informative;
however
for
myself,
I
did
take
along
a
grocery
list
for
my
own
purposes.
One big trend on logos that I observed on products while navigating down the supermarket aisles, is an
ecological,
health
and
wellness
theme. One
example
of
a
food
logo
item promoting a
'wellness' and
'ecological'
theme
can
be
found
on
an
establish
brand's
logo
Campbell's
soup. Additional
to
the
brand
logo,
the
label
also
contains a
smaller
green
heart-shape
badge
with
yellow
colored
annotation
“healthy
request”
printed on
it. For the ecology conscious consumer Campbell's
soup stamps in red “100% recyclable” on the can's lid. Other
company
products
also
use
similar
slogans
or
banners
in
addition
to
its
logo
in
order
to
draw
attention. The
healthy-conscience
consumer
that
may
be
attracted
to
a
particular
food
item
can also be informed
that
the product
contains
“No Fat”
or “No Cholesterol” or
“Low
Sodium” or
is
“Organic”
or “Natural”.
Another trend observed that many of the
food items that are enclose in the packaging have Logos that contain a picture
either of an important ingredient, such as fruit or chocolate as well as an
image of the food product that one can incorporate into an appetizing
dish. All of these logos spark the
'taste-bud' of the consumer. Depending
on how delicious the food image is, the logo may entice the consumer to choose
one particular product over another.
Most importantly, the 'power of color' as
a visual communicator, entices the consumer's perception of a particular
product and directs their eyes to an particular logo. Remembering Lester's visual cues : color,
form, depth, and movement; “. . . are
the major concern of any visual communicator designing an image to be
remembered by the viewer because they
are noticed before a person even realizes what they are.” It is the brain that makes connection and
forms opinions before the conscience mind even knows what one is looking
at. The logo and color used in the logo
is important because it acts as a symbol to the company's brand. Marketers and technology now can produce
logos that are informative, functional, and aesthetically pleasing to the eye. For me colors such as gold or purple may represent
richness or quality, greens, browns and orange may represent earthiness, usage
of reds attracts attention, yellow may represent cheerfulness or curiosity and
the blue color may represent trustworthiness.
We are different in what color means to us and what color may catch our
eyes first.(Lester, P.M.,
pg.16, 2011)
With that said, logos that invokes the
consumer's attention must balances
between three ethical approaches. With
an utilitarianism approach, the logo design has to be “readable, legible, and
useful”. Another approach is where the logo
needs to express an appropriate tone for the company's merchandise; this
example would be an Aristotle’s golden mean approach. Hedonism approach has to be subdued since it may signify “satisfying commercial interests, . . . or expressing a personal statement”. (Lester P.M.,
pg.183-184, 2011)
For myself, I am a 'brand-type' of
consumer, because I do not 'trust' the taste of the generic type brands when it
comes to food. Because of our economics,
a lot of times I stock up in non-perishable brand items that I like when they
are on sale. In the supermarket that I
commonly visit, large visual, readable hanging signs in the grocery store
marked every aisle making navigation
easier to find the right section for the item. Brand logos helps my eyes mark
the spot in the shelf where I can obtain the item. Lastly, I might be considered a 'health-conscience' consumer since I do
read the labels for nutritional stats. As a consumer, it is possible to see
another brand's logo that stands out among another food items, enticing me to check out its product's ingredients and
give it a try.
References
Lester,
P.M. (2011) Chapter 2 - Visual Cues
(pg. 16), Visual communication, images with messages, 5th edition,
Wadsworth Cengage, printed in United
States.
Lester,
P.M. (2011) Chapter 7 - Graphic Design
(pp. 183-184), Visual
communication, images with messages, 5th edition, Wadsworth Cengage, printed in United States
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