Showing posts with label Packaging Yourself. Show all posts
Showing posts with label Packaging Yourself. Show all posts
Box: Bottom
I have completed the bottom of my box. The bottom is the most simple part of the design, and requires very little of anything. I have added the logos and weight information, drawn a line for the straight flap and that is all.
Box: Top
I have completed the top of my box. I added basic information which I found in my research such as best before dates, storage suggestions and weight of the product. I have also drawn in the opening flap as this is an essential part to the design although it wouldn't be represented graphically on a real box.
Box Sides: Right
I have completed the right side of my cereal box. I kept this side light on information and fun with some images but also placed the barcode at the bottom. I have added some marketing text and a serving suggestion to make the customer want to eat the cereal.
Box Sides: Left
I have completed the left side of my box. The information I have included on it is based off my research with elements such as ingredients, allergy and nutritional information, recycling information and copyright information. Having no knowledge of ingredients or nutritional information I used the information from one of my researched boxes.
Box Back
This is the back of my box. I had decided to put a promotion on the front for a mask of the character on the back. I had added some basic instructions and some guidelines for the person to cut along and this takes up the majority of the back of the box.
Box Front: Final Design
I have now completed the front of my box and I have made a couple of notable changes. I have made the background pattern thicker, by increasing the height of the stripes. I have also overlayed a gradient so the background colour isn't completely flat. I have improved the GDA information at the top, changed the font for the brand, added a prize/promotion and made a lot of minor tweaks to the character and other aspects such as the cereal.
Box Front: First Attempt
With my character complete I decided to add in all of the other elements to the front of the box and roughly set them up how I expect them to look on the final product. This includes the character, the background, the product and brand logo as well as GDA information.
Creating My Cereal
In my sketch I had drawn the cereal in a bowl, with a large version of the cereal in the characters hand After sketching the character I sketched the large version of the cereal, with all the details. After I had coloured and shaded this piece of cereal I duplicated it, removed the gradients and turned it in to a scatter brush. I then drew lines inside the bow to give the appearance of lots of the cereal.
Character: Shading
Now that the colouring of the character has been completed I have begun shading him. I had done this two ways. One method I have used is to have it in blocks, by picking a darker fill colour and using the pen tool to create shapes around objects to gives hard shadows. I have also achieved this by using gradient, but these giver a smoother transition between light and dark. I have used these to make the illustration appear less flat and to give the impression of depth.
Left: Unshaded
Right: Shaded
Left: Unshaded
Right: Shaded
Character: Colouring
I have begun colouring my character using fills and in some instances multiple fills. I am using a combination of flat colours, gradients and patterns. I had to create a pattern for the scarf so that I could have stripes, and then I had to create a vertical version of that same pattern for where the scarf drapes down.
Problem Solving
After doing the outline for my character I had the problem of the top of his head. In the sketch that I created the squirrel had a furry head, and this would be extremely difficult to achieve by hand. This became a problem, but then I came up with a solution. I found a symbol for a strand of fur, so I dragged it from the symbol library on to the art board. I then switched over to my brushes library and dropped the strand in to create a brush. The idea was that I could apply the brush to some lines I draw with the pen tool with no fill to represent fur. I manually tested many different setting for a scatter bush to achieve an effect that I thought looked good.
Character: Outline
I have completed more of my character in illustrator and am making good progress. I have made slight changes to the design as I make it in illustrator but it is practically the same design. I still have a long way to however, as once I am done with the outline I must begin colouring, and if I have time, shading.
Character: Head
I have begun creating my character in illustrator for the front of my box. After creating some concept drawings I scanned these on to my computer then placed them inside my illustrator template before saving it as my box front. Using the drawing as a guide I have been replicating the squirrel character using the pen tool. At it's current stage the squirrel doesn't have any colour or detail, but I am first trying to outline him.
Left: Sketch
Right: Illustrator
Left: Sketch
Right: Illustrator
Design Ideas: Character
I decided a long time ago that my cereal box would have a cartoon character on it to make it appeal to children. I decided my cereal would be chocolate with nuts, and based on this I chose a squirrel to be the character because they love nuts. I am not very good at drawing and I wasn't exactly sure on the features of squirrels so I looked for reference pictures.
I drew up some concepts for the squirrel and was pretty pleased. I followed some of the things I picked up in my research about their cartoon characters.
I drew up some concepts for the squirrel and was pretty pleased. I followed some of the things I picked up in my research about their cartoon characters.
Essay - Packaging: The Environment and the Law
In this essay I will be looking at packaging design in terms of its effect on the environment, the laws associated with the enforcement of environmentally conscious design and social trends along these lines. I will also be looking at how this effects the product and how it affects the companies who make the product.
There are many elements in packaging design that have to be considered, not just the graphics. There are certain laws associated with packaging design that companies must conform to when setting the brief for a packaging design. In recent years the trend in design and in law is to minimize packaging [1] so that there is minimal waste, and for packaging to be made as environmentally friendly as possible [2]. Not only can this have a positive effect on costs, but also consumer perception of the product.
Different types of products require different types of packaging and for different reasons. An example of how packaging can be minimized can be seen by looking at peanuts. A foil bag for bread in a super market generally fits the size of the bag, but the properties of the materials used make it means that it isn't solid and allows the soft bread to not be damaged by its packaging. However, roasted peanuts generally come in hard foil bags and sit at the bottom with the same amount of space above the contents with nothing in it. Companies claim that the extra room in the packaging is to seal in air/gases which keep the product fresh [3], but not all of this extra room is essential and so has potential to be minimized by cutting down the amount of room designated for gases in the bag, unlike the bread where the packaging roughly fits the product.
Legally there has been a drive for minimization of packaging within Europe and the UK. One such step comes from the Central European Norm (CEN) who in 2006 wrote guidelines that companies must follow for the minimization of packaging.
"The "Essential Requirements" of Directive 94/62/EC are a set of minimum mandatory legal requirements designed to reduce the environmental impact of packaging and avoid 'over-packaging'." [4]
There are also advantages for the company reducing the size of packaging by maximizing the products use of the packaging, because by producing less packaging you need less materials, less labour (or packaging production), slightly reduced weight (dependant on the type of packaging) and you can ship more internationally and internally because you can fit more on a palette.
"Companies like Tesco, Wal-Mart and IKEA can make savings of millions of pounds on fast moving consumer goods by maximising the number of products they can ship per palette and thus saving greenhouse emissions too. So, in the modern day we need packaging to drive top line sales and drive down waste and bottom line cost." [5]
It is now very popular in society to be environmentally conscious and people expect more from their packaging but may not always do what they say but waste not recycled has decreased in recent years [6]. Some people will recycle packaging when possible, and certain people may not choose products if they are not able to recycle them. This is of course dependant on the target audience for the product, as people who do not have a lot of money will not have the luxury of choice and may have to resort to the cheapest option (sometimes store brand e.g. Tesco’s cereal or washing powder) and so the main selling points for that type of product are in fact lowest cost and reasonable quality. It is more of a middle class luxury to have the choice and to be able to say you want environmentally friendly products.
This is just a marketing perspective, but as already discussed there are mandatory laws for making packaging more environmentally friendly anyway, so even then the products that don’t aim to be environmentally friendly see the benefits and restrictions but only to the standards they must meet. All of this shows a shared awareness of the environment, and how things we take for granted impact upon that. This brings up packaging in to a contemporary debate where as things change packaging design has had to change.
Sources:
[1] "The Essential Requirements are a legal framework to drive minimisation."
http://www.wrap.org.uk/retail/the_guide_to_evolving_packaging_design/the_law/index.html
[2] "More recently there has been a marked shift in focus towards environmental issues and the role of packaging."
http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Packaging-design/
[3] "The method utilizes the CO2 adsorption properties of these commodities and involves placing them in plastic pouches impervious to air and CO2, flushing them with CO2 and then heat-sealing the pouches"
http://www3.interscience.wiley.com/journal/119600249/abstract?CRETRY=1&SRETRY=0
[4] http://www.europen.be//index.php?action=onderdeel&onderdeel=3&titel=Key+Topics&categorie=1&item=14
[5] http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Packaging-design/
[6] 2005/2006 – Not Recycled: 376, Recycled: 135, Total: 511
http://www.defra.gov.uk/environment/statistics/waste/kf/wrkf04.htm
There are many elements in packaging design that have to be considered, not just the graphics. There are certain laws associated with packaging design that companies must conform to when setting the brief for a packaging design. In recent years the trend in design and in law is to minimize packaging [1] so that there is minimal waste, and for packaging to be made as environmentally friendly as possible [2]. Not only can this have a positive effect on costs, but also consumer perception of the product.
Different types of products require different types of packaging and for different reasons. An example of how packaging can be minimized can be seen by looking at peanuts. A foil bag for bread in a super market generally fits the size of the bag, but the properties of the materials used make it means that it isn't solid and allows the soft bread to not be damaged by its packaging. However, roasted peanuts generally come in hard foil bags and sit at the bottom with the same amount of space above the contents with nothing in it. Companies claim that the extra room in the packaging is to seal in air/gases which keep the product fresh [3], but not all of this extra room is essential and so has potential to be minimized by cutting down the amount of room designated for gases in the bag, unlike the bread where the packaging roughly fits the product.
Legally there has been a drive for minimization of packaging within Europe and the UK. One such step comes from the Central European Norm (CEN) who in 2006 wrote guidelines that companies must follow for the minimization of packaging.
"The "Essential Requirements" of Directive 94/62/EC are a set of minimum mandatory legal requirements designed to reduce the environmental impact of packaging and avoid 'over-packaging'." [4]
There are also advantages for the company reducing the size of packaging by maximizing the products use of the packaging, because by producing less packaging you need less materials, less labour (or packaging production), slightly reduced weight (dependant on the type of packaging) and you can ship more internationally and internally because you can fit more on a palette.
"Companies like Tesco, Wal-Mart and IKEA can make savings of millions of pounds on fast moving consumer goods by maximising the number of products they can ship per palette and thus saving greenhouse emissions too. So, in the modern day we need packaging to drive top line sales and drive down waste and bottom line cost." [5]
It is now very popular in society to be environmentally conscious and people expect more from their packaging but may not always do what they say but waste not recycled has decreased in recent years [6]. Some people will recycle packaging when possible, and certain people may not choose products if they are not able to recycle them. This is of course dependant on the target audience for the product, as people who do not have a lot of money will not have the luxury of choice and may have to resort to the cheapest option (sometimes store brand e.g. Tesco’s cereal or washing powder) and so the main selling points for that type of product are in fact lowest cost and reasonable quality. It is more of a middle class luxury to have the choice and to be able to say you want environmentally friendly products.
This is just a marketing perspective, but as already discussed there are mandatory laws for making packaging more environmentally friendly anyway, so even then the products that don’t aim to be environmentally friendly see the benefits and restrictions but only to the standards they must meet. All of this shows a shared awareness of the environment, and how things we take for granted impact upon that. This brings up packaging in to a contemporary debate where as things change packaging design has had to change.
Sources:
[1] "The Essential Requirements are a legal framework to drive minimisation."
http://www.wrap.org.uk/retail/the_guide_to_evolving_packaging_design/the_law/index.html
[2] "More recently there has been a marked shift in focus towards environmental issues and the role of packaging."
http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Packaging-design/
[3] "The method utilizes the CO2 adsorption properties of these commodities and involves placing them in plastic pouches impervious to air and CO2, flushing them with CO2 and then heat-sealing the pouches"
http://www3.interscience.wiley.com/journal/119600249/abstract?CRETRY=1&SRETRY=0
[4] http://www.europen.be//index.php?action=onderdeel&onderdeel=3&titel=Key+Topics&categorie=1&item=14
[5] http://www.designcouncil.org.uk/en/About-Design/Design-Disciplines/Packaging-design/
[6] 2005/2006 – Not Recycled: 376, Recycled: 135, Total: 511
http://www.defra.gov.uk/environment/statistics/waste/kf/wrkf04.htm
Typography Research
I have been looking online to find some font faces to use for my main logo and brand logo. The most useful website I have found is http://www.dafont.com, which has many different fonts listed but also has them categorised. I have already decided on the type of font I want for my main logo, which is best described as 'cartoon' and dafont has a cartoon category. There are many different cartoon fonts available with very round corners, very exaggerated edges and many other characteristics.
Idea Developement
I have been using my sketchbook to develop ideas for my cereal box design based on my research. I have been looking at key areas such as target audience, brand and products names, cereal ingredients, graphics, colour and typography. There are a lot of design conventions for cereal boxes aimed at children and so designing based existing packaging is easier but it is also a lot harder to still make it looks different and unique.
Cereal Box Design Tricks
While researching cereal box design I came across an interesting website. The website called PBS kids is an anti-advertising/media website which outlines advertising tricks the media use to sell products to people and as part of that there is a small flash game where you can design your own cereal box. I don't consider this to be a serious authority on the subject, but it is something interesting to look at with some interesting points.
Here is the website:
http://pbskids.org/dontbuyit/advertisingtricks/cerealbox_flash.html
1. You start off with your brief to design a box for children aged between 3 and 7, and launches you straight in to the design by giving you a blank box and your first task is to select the colour for the box.
Red - helps people feel like they have the power to make choices.
Orange - Stimulates the appetite and is one of the most popular cereal box colours.
Blue - Calms and relaxes people. It's not a popular cereal box colour because advertisers want to catch people's attention and stimulate appetite.
Yellow - Can make people feel cheerful and energized.
2. The second part is to select a character to put on the front of the box.
The Worm is an interesting choice! Advertisers don't usually use worms or bugs to promote food. Most people will be grossed out, but some kids may still like it.
The Superhero is a great choice because kids prefer fantasy characters to pictures of real people.
The Soccer Player is more likely to appeal to girls because they can identify with her.
The Football Player probbably will appeal more to boys. Putting sports stars on boxes is one of the most effective ways to sell cereal.
3. The third stage lets you name your cereal:
Type in your cereal name. Think about some real-life cereal names. Think about a name that is an attention grabber. Make it short and easy to remember.
4. This stage allows you to give a description for your cereal:
Outrageous Crunch! makes your cereal seem fun and exciting to eat.
Delicious and Nutritious! is likely to appeal to parents because they want kids to eat healthy foods. It's good to impress parents because they're spending the money.
New and Improved! might be a good choice because lots of people like to try new things. Do you think young kids care?
Tastes Like Cardboard! probbably won't get any buyers, but we think you're pretty funny anyway.
5. Free Prize
Sports Trading Cards are targeted especially at boys although girls like sports too.
Pretty Princess Ring is targeted especially at girls.
Tattoos appeal to boys and girls.
6. The final stage shows your final box and gives you some additional information.
When kids go to cereal stores, clerks put the boxes on lower shelves where children can see them. You've seen little kids begging their parents to buy things before, haven't you? It's just one more way to sell your product!
This does raise some interesting points, and conforms with things I have identified in my research.
Here is the website:
http://pbskids.org/dontbuyit/advertisingtricks/cerealbox_flash.html
1. You start off with your brief to design a box for children aged between 3 and 7, and launches you straight in to the design by giving you a blank box and your first task is to select the colour for the box.
Red - helps people feel like they have the power to make choices.
Orange - Stimulates the appetite and is one of the most popular cereal box colours.
Blue - Calms and relaxes people. It's not a popular cereal box colour because advertisers want to catch people's attention and stimulate appetite.
Yellow - Can make people feel cheerful and energized.
2. The second part is to select a character to put on the front of the box.
The Worm is an interesting choice! Advertisers don't usually use worms or bugs to promote food. Most people will be grossed out, but some kids may still like it.
The Superhero is a great choice because kids prefer fantasy characters to pictures of real people.
The Soccer Player is more likely to appeal to girls because they can identify with her.
The Football Player probbably will appeal more to boys. Putting sports stars on boxes is one of the most effective ways to sell cereal.
3. The third stage lets you name your cereal:
Type in your cereal name. Think about some real-life cereal names. Think about a name that is an attention grabber. Make it short and easy to remember.
4. This stage allows you to give a description for your cereal:
Outrageous Crunch! makes your cereal seem fun and exciting to eat.
Delicious and Nutritious! is likely to appeal to parents because they want kids to eat healthy foods. It's good to impress parents because they're spending the money.
New and Improved! might be a good choice because lots of people like to try new things. Do you think young kids care?
Tastes Like Cardboard! probbably won't get any buyers, but we think you're pretty funny anyway.
5. Free Prize
Sports Trading Cards are targeted especially at boys although girls like sports too.
Pretty Princess Ring is targeted especially at girls.
Tattoos appeal to boys and girls.
6. The final stage shows your final box and gives you some additional information.
When kids go to cereal stores, clerks put the boxes on lower shelves where children can see them. You've seen little kids begging their parents to buy things before, haven't you? It's just one more way to sell your product!
This does raise some interesting points, and conforms with things I have identified in my research.
Packing Design Over Time
I will be looking broadly at how packing designs have changed over the past years using a case study involving Kellogg’s Frosties. This first box is from the 1970s and the second is from 2007:
As you can see the graphics, colours, typography and content has changed over 30 years. In the first one you can see they are using a character of a tiger to promote the cereal. Although tigers have no association with cereal animals are fun and children enjoy them. It seems apparent that either the tiger came from the slogan “They’re GR-REAT!” (because a tiger growls, so it allowed them to play on the ‘GR’ in great) or the slogan came from the fact that tigers growl. One notable thing that has remained is that the tiger in both cases is eating the cereal from a bowl and looks happy doing so, which is to give the impression that the cereal is good.
One of the most obvious changes over time is the illustration of Tony the Tiger. The 1970s box is a very flat drawing made from basic shapes and the art style is old. None of the shapes are closed, they are formed from the colours with no outline whereas modern cartoons (as can be seen in the new Frosties box) used black outlines around the illustration to make it stand out more against the background. The art style has moved on to using more rounded shapes and curved lines, as well as giving him perspective. On the old box he looks very flat because he is facing completely forward, whereas in the new illustration he is at an angle, but his eyes are looking forward.
The colours have also changed, but not that much. They have retained the blue background (as blue and orange are opposite on the colour wheel), but as they have lightened the orange for the tiger they have lightened the blue colour to make it more appealing. The colours are also not as flat, because different tones have been blended in gradients to give the appearance of subtle lighting. On the 1970s box everything seems to have a dirty yellow tint, so where the colour is white now on the old box it has yellow. This may be because of the printing processes and materials of the time.
The typography has also changed a lot. The emphasis has been changed by increasing the size of the word Frosties to emphasise the name of the product. The font is also more rounded and more like modern cartoons. The Kellogg’s logo is proportionately smaller, although the look and font has remained the same (except a white stroke has been applied to make it stand out further). The information has changed from copyright to more marketing and weight information, and this reflects how our attitudes to food and what we are buying has changed after 30 years. We are more concerned about what is in our food and the effect that has.
Packing design for Frosties has not actually changed that much over time. The illustrations have been considerably improved which effects the consumers impression of the cereal inside. One of the most important changes for this is that they are now using photographs of a bowl of the cereal instead of an illustration. Overall the concept has remained the same with the use of a tiger to promote the cereal, but the effect of that has changed subtly.
As you can see the graphics, colours, typography and content has changed over 30 years. In the first one you can see they are using a character of a tiger to promote the cereal. Although tigers have no association with cereal animals are fun and children enjoy them. It seems apparent that either the tiger came from the slogan “They’re GR-REAT!” (because a tiger growls, so it allowed them to play on the ‘GR’ in great) or the slogan came from the fact that tigers growl. One notable thing that has remained is that the tiger in both cases is eating the cereal from a bowl and looks happy doing so, which is to give the impression that the cereal is good.
One of the most obvious changes over time is the illustration of Tony the Tiger. The 1970s box is a very flat drawing made from basic shapes and the art style is old. None of the shapes are closed, they are formed from the colours with no outline whereas modern cartoons (as can be seen in the new Frosties box) used black outlines around the illustration to make it stand out more against the background. The art style has moved on to using more rounded shapes and curved lines, as well as giving him perspective. On the old box he looks very flat because he is facing completely forward, whereas in the new illustration he is at an angle, but his eyes are looking forward.
The colours have also changed, but not that much. They have retained the blue background (as blue and orange are opposite on the colour wheel), but as they have lightened the orange for the tiger they have lightened the blue colour to make it more appealing. The colours are also not as flat, because different tones have been blended in gradients to give the appearance of subtle lighting. On the 1970s box everything seems to have a dirty yellow tint, so where the colour is white now on the old box it has yellow. This may be because of the printing processes and materials of the time.
The typography has also changed a lot. The emphasis has been changed by increasing the size of the word Frosties to emphasise the name of the product. The font is also more rounded and more like modern cartoons. The Kellogg’s logo is proportionately smaller, although the look and font has remained the same (except a white stroke has been applied to make it stand out further). The information has changed from copyright to more marketing and weight information, and this reflects how our attitudes to food and what we are buying has changed after 30 years. We are more concerned about what is in our food and the effect that has.
Packing design for Frosties has not actually changed that much over time. The illustrations have been considerably improved which effects the consumers impression of the cereal inside. One of the most important changes for this is that they are now using photographs of a bowl of the cereal instead of an illustration. Overall the concept has remained the same with the use of a tiger to promote the cereal, but the effect of that has changed subtly.
Research: Lucky Charms
Information
Brand: General Mills
Name: Lucky Charms
Materials: N/A
Measurements: N/A
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Design
Graphics:
The front of the box features an illustration of a leprechaun standing in front of a photo of a bowl of cereal and an illustration of a rainbow passing over him, with pieces of the cereal floating in the rainbow. There is also a small illustration of a computer mouse.
Logo:
At the top of the box there is a brand logo and in the centre there is the name of the cereal.
Information:
At the top of the package is nutritional information and ingredients. Near the bottom it also has product weight information.
Typography:
There is text used in logos in the middle of the box, and other text around the outside of the packaging with nutritional information and a promotion.
Marketing:
At the top of the packaging there is some text saying "with Whole Grain", trying to give the appearance of it being healthy.
Audience:
The bright colours and the cartoon illustrations, along with the idea of magic and fairy tale creatures (leprechauns) give the impression that this cereal is targeted to children and early teens.
Promotion:
There is a promotion for a webisode (short online cartoon) on the box, which is to extend children's interest in the product. This is increasing the relation between the cereal and cartoons started by the illustrations on the front and the use of a cartoon character.
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Graphics
Images:
Underneath the logo is an illustration of a traditional Irish leprechaun, a mythical and magical creature. The hat also has a 4 leaf clover on it (referencing the name luck charms). He is looking down smiling at the photograph of the bowl of cereal below him, and has his arms extended. A rainbow flows from one hand to ther over, going over the top of the logo and contains pieces of the marshmellow in the cereal. There are also illustrations next to each of the pieces of nutritional information at the top which represent the information (e.g. a glass of milk next to "Good source of calcium").
Colour:
The leprechaun is white with ginger hair, and bright green clothes which is fairl typical for a leprechaun. The colours on the rainbow are typical but mild, so they don't stand out too much and take attention away from the logo or the main illustration, but at the same time still look nice. The coloured marshmellow pieces in the photograph of the cereal make them stand out greatly and attract your attention.
Layout:
The logo sits in the center, with the illustrations centered around that. The actual rainbow is all around it, and beneath that is the rest of the illustration with the leprechaun. They are placed from the middle lower because we read left to right, top to bottom and so the most important parts are usually placed near the top, then the illustrations come next.
Effects:
The cartoon style of the illustrations, and it being centered around magic make this cereal appealing to children as they are typically interested in those things. This also makes the cereal seem more fun rather than serious, or healthy etc.
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Colour
Main colours:
The background is a warm red colour, with a large variety of colours in the foreground in the illustratons. There is a rainbow, so it contains the colours of the rainbow, and a lot of green because of the illustration of the leprechaun. The colours in the logo are bright yellow and organe, warm colours which almost resemble gold (associated with leprechauns).
Types:
The background in a solid colour, but the illustration of the leprechaun contains blends of different tones of green and brightness to create a lighting efect, where it makes the bowl look as if it is glowing so the colours are brighter around the bowl. There are no large gradients but smaller blends of colours.
Effect:
The bright, warm colours attract younger people because it appears more exciting and fun, enhancing the illustrations considerably. The green colours add ot the irish feel of the illustrations, and the gold colours also add to that because of the association between leprechauns and gold. There is also of course the rainbow with the rainbow colours that are instantly recognisable and further strengthen the association with leprechauns.
Swatch:
This is a swatch of 5 colours from the package.
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Typography
Font Faces:
The font faces used for the logo are not standard fonts, so they must have been custom for the design. They are sans serif fonts that are very round and humanist rather than straight, but are also very bold adding to the cartoon feel. The corners are still hard to make the bended edges more stylised. The information around the edges use a more standard font to make it more straight forward to read.
Colours:
The text that expresses the nutritional information around the outside is in black (in contrast to the bright background) to make it easier to read. The brand logo is in a bright blue, which is in stark contrast to the main colours used in the design so it stands out. It is positioned next to text saying "with whole grain" in yellow and orange, making them stand out even more because blue and orange are opposites on the colour wheel. The main logo is a warm yellow to warm orange gradient, surrounded by a dark red.
Weights:
There is a great difference in font weights, with all the information around the outside being small and thin, whereas the logo is very thick and chunky which makes them stand out greatly.
Styles:
The brand logo and the nutritional information next to it has been given a thick black and thin white stroke to make them stand out even further. The main logo has a slight bevel with a drop shadow, sitting on a red base for the text so it looks like it is embedded in or sitting on it. This base also has a dark drop shadow to further give the impression of 3D.
Layout:
The nutritional information is scattered along the edges of the box, whereas the logo (which you can assume is the main part the company want you to look at) sits in the centre along with the illustration to create a focal point so anything else seems less important.
Effect:
There are great differences between the information and the main logo, where every element of the text is designed to draw you in to the name so that you remember it and then to the nutritional information and other information which they obliged to put on there, but they clearly manipulate your perception of this information by making the logo more impressive.
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