Evaluation

BRIEF 2
Process evaluation
This brief required me to create packaging for an item of food that would appeal to the target audience. My first
step in planning for this project was to create a mood board of different food packing that appealed to me. This was
useful because it gave me the ability to hone down into an idea that I was most inspired by, which gave me a clear
direction for the rest of my project. My research was extremely useful as it gave me inspiration and information
into the necessary things to include on fruit packaging. The primary research I carried out was especially useful as
I gained important knowledge from stall owners and packaging designers about what they deem most important
when using packaging to advertise and display their product. I used Procreate to create the test designs. I used this
to practice font size, colour and shape. I also used it to experiment with backgrounds, logos and textures. This
program allowed me to easily compare and experiment with multiple different designs until I found one, I liked.
This was useful because I was able to experiment with different colour combinations and designs for different
target audiences. This gave me yet more time to create a specific product for a specific audience. I also used paper
and the printer to create small maquettes to adjust the proportions so that the net folds together seamlessly. This
was successful because it allowed me to correct any mistakes I had made and to be sure that the product would
work in reality. My experimentation was a successful part of my project because I developed colour combinations
through an effective trial and error process. However, some problems I encountered include, thinking of a
sustainable way to package the fruit. I solved this by talking to a stall owner who introduced me to corn starch
being used as plastic which could keep the fruit safe as primary packing allowing me to use only cardboard as
recyclable secondary packaging. Another problem I encountered was the original maquette not fitting right, to
solve this I adjusted the size and reprinted it. Another problem was creating the background to be eye-catching but
not overwhelming. I found that when the entire background was covered in fruit the packaging was overwhelming
and the writing could not be seen. However, when the background was a single colour, it was to plain to be eye-
catching. I solved that by creating a repeating pattern in the background so the label could still be seen but the
packaging was still eye-catching.
Final Product evaluation

My outcome shows a vibrant packaging design for soft fruit. I was trying to
communicate that being healthy can be trendy and fun. I think I was
successful in this endeavor as the packaging is bright and the illustrations
use simple bold shapes drawing a range of audiences in. This idea was
inspired by a range of fruit packaging from the past and the work of the
illustrators Amy Holiday, Lisa Maltby, Lively Scout and Becca Thorne. These
illustrators use colourful playful styles which heavily influenced my design.
Next time I would try to create more experimental maquettes in different
designs to give me more physical options to choose from. I think I did
successfully answer the brief as the packaging is both unique and eye-
catching and it is clear from a glance what the product is. However, if I was
to improve the design, I would make the fruit with a lower opacity to make
the text clearer.