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.