Determinisms

Brain tired. The mary poppins of shoes...

Determine:
- target market
- visual language of target market
- status symbols of target market
- what the shoe means metaphorically to the buyer
- target market's environmental awareness

Target market
- mostly young women who like quirky fashion
- some young men, but it hardly seems to be a focus for the company
- irregular choice facebook fanclub has almost 900 members, mostly young caucasian, uk women. some asians.

Visual language of target market
- fashion, shoes, purses, clothing, hair
- ipod, social networking

Status symbols
- shoes, purses, clothing

What the shoe means metaphorically to the buyer
- expression
- desire to be noticed for cool things
- sticking up against regular fashion

target market's environmental awareness
- medium
- probably aware of all the major issues of the time (global warming etc)

Irregular Choice

When Cindy gave me the irregular choice shoe photo, I initially pictured Goth dressed teenagers. But the website shows quite a different story. The photo slideshow shows young stylish women wearing the shoes as obvious accents.

From the website:

The Story
- started by Danny Sullivan. not a formal designer but footwear runs in the family
- inspired by Japanese split-toe look
- company attempts to break with convention
- the idea is to make you look twice, with garnishing and detail that any wedding cake would be proud of
- each collection has its own references far removed from standard fashion
- designed to appeal to totally individual irregular souls

Competition (Irregular)
- photography competition
- children's "design a pair of IC competition"

Last Assignment!

Shoe Box Dilemma

Determine:
- target market
- visual language of target market
- status symbols of target market
- what the shoe means metaphorically to the buyer
- target market's environmental awareness

Solutions
- re-purpose the shoe box
- eliminate the box
- wild ideas

Deliverables
- diorama (basically a mini theater in a box that represents the target market) in place of a mood board
- idea/concept for the shoe box problem

Bee Box Prototype

Box Bee Dieline

Bee Box Sketches

Assignment 3 Continued: Honey Bee Candy Packaging

Target Market
- general public
- children
- anyone who is concerned about the future of bees

Visual Language
- something bee-like
- something precious
- something personal with personality

Introduction of Brand and Product Story
- Colony Collapse Disorder (CCD) is a very real and scary problem
- A world without bees is a terrible world
- without our naturally gifted pollinators, we humans would have to pollinate our flowering plants... which is done in parts of China.
- our standard of life would diminish and our environment would loose a valuable valuable link in its ecosystem
- let's save the bees!
- every bee is precious!
http://en.wikipedia.org/wiki/Colony_Collapse_Disorder
http://www.guardian.co.uk/books/2008/jul/20/scienceandnature

Can a package enhance the product experience?
- yes, it can make the issue memorable
- it can be used as a promotion and educational medium

Package Options
- benefit from a window? - not necessarily
- benefit from special paper, treatment, embossing? - not necessarily
- uniqueness is the key
- small and precious is the aim

CFIA Options
Box target size = 1.5" x 1.5" x 1.5"

Note: one side of the box is 2.25 sq inches (14.5 cm2)

Total area = 1.5" x 1.5" x 6 = 2.25 sq inches x 6 = 13.5 sq inches
Total area = 13.5 sq inches = 87.09 cm2

Reserve one square for the UPC (14.5 cm2)

Available area = 87 cm2 - 14.5cm2
= 72.49 cm2

Nutritional area = 72.49 cm2 * 15%
= 10.87 cm2

Required Nutritional area is less than the size of one side (14.5cm2).