Information
Brand: Kellogg's
Name: Froot Loops
Materials: N/A
Measurements: N/A
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Design
Graphics:
The front of the box features an illustration of a toucan bird swinging off an illustration of a tree holding a bowl of the cereal, with milk and cereal splashing out of it.
Logo:
There is a logo in the centre of the box of the name of the cereal as well as the brand logo Kellogg's at the top.
Information:
At the top of the package is nutritional information about how much of the GDA (Guideline Daily Allowance) the cereal takes up for each of the food groups. Near the bottom it also has text saying 'Natural Fruit Flavours', as well as product weight information below.
Typography:
There is text used in logos to show the product name and brand, as well as nutritional information.
Marketing:
The 'Natural Fruit Flavours' at the bottom seems to be trying to make the product appear more natural, trying to distance itself from the usual image children's cereal usually has with sugar and being artificial.
Audience:
The bright colours and the cartoon illustrations give the impression that this cereal is targeted to children and early teens.
Promotion:
No promotion.
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Graphics
Images:
There is an illustration of a jungle tree with vines and leaves. An illustration of a toucan bird character is swinging from one of the vines on the tree and he is holding a bowl of cereal, but the cereal is real so instead of it being an illustration it is a photograph. There is a wooden sign attached to the tree that says 'Toucan Sam', so you know the bird is a toucan and his name is Sam.
Colour:
The illustrations are appropriately coloured, with brown bark and green leaves. The bird doesn't appear to be accurately coloured, as toucans are darker and their feathers are more black. They have also used gradients and different shades of colours within the illustrations to make them more detailed and attractive, giving the impression of depth and lighting.
Layout:
The tree is on the far left and has the appearance of starting beyond the left edge so the illustration is only the right side. The tree is bent slightly, as are the leaves and vines. Combined with the toucan swinging to the right it creates a flow where your eyes move from left to right following the illustration.
Effects:
The illustrations are very bright and colourful and highly stylized making the product appear exciting and fun. The illustration of the toucan is exaggerated and styled like a cartoon rather than an accurate representation which appeals to younger people. Having a character with a name (as well as that character being an animal) gives children something to identify with just like the characters in the cartoons so their impressions of the character make them want to buy the cereal.
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Colour
Main colours:
The background is a warm pink colour, with lots more different colours in the foreground. The toucan has bright blue feathers with a multi-coloured beak. Overall the colours are all very bright and warm. The colour range seems to be tropical to go along with the toucan and jungle tree.
Types:
The background in a solid colour, but the illustrations contain blends of different tones to create the impression of lighting with shadows. There are no large gradients, but different degrees of blending between shades of colour.
Effect:
The bright, warm colours attract younger people because it appears more exciting and fun, enhancing the illustrations considerably. The warm colours also add to the tropical feeling from the illustrations.
Swatch:
This is a swatch of 5 colours from the package.
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Typography
Font Faces:
The font faces used are not recognisable as 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.
Colours:
Most of the text is either black or white, with the exception of the Kellogg's logo which is in it's traditional red for brand consistency.
Weights:
The most important elements of the design have larger weights such as the logos and the toucan's name. The nutritional information is the smallest and thinnest of the text.
Styles:
The main logo has a hard drop shadow on it, with a thick 3D stroke around it, and a much thinner stroke around that. Also, photographs of individual pieces of the cereal have been used in the place of the O's in the logo. Some of the other pieces of the text has light strokes.
Layout:
The least important elements of text are positioned around the edges of the box, with the most important located around the centre and the logo is in the middle next to the illustration to draw focus.
Effect:
The differences in the weights, colours, fonts and styles of the text really draws focus to what they want you to see, like the logo, the brand name and information they believe is key to selling the product (e.g. 'Natural Fruit Flavours'). Information which they are forced to show (such as nutrition) is overshadowed so that what they want you to see still shows.