Studio Brief 02 - Primary Research

To help inform my design process, I went out to Tesco to have a look at different confectionery packaging.

 I noticed that a lot of the sweet, chocolate based goods used particularly rounded fonts.
The first product I looked at was the Kinder Bueno bar. Whilst the brand name 'Kinder' is in a basic, sans serif typeface, the 'bueno' part of the text is in a curved, playful style type.
I felt this was effective as it adds an element of fun - it is relaxed and easygoing and looks attractive against the plain white background. I also really like the added 'sheen' on the letters, giving them a 3D, stand-out effect which links in with the actual chocolate bar itself.























I then looked at the Tesco own brand milk chocolate cookies, which have a significantly more basic and simple packaging than the Bueno. Only 3 colours are used with no imagery aside from a simple
pattern. The font used is sans serif, but is very curved and plump with rounded terminals. I feel this     particular typeface is effective as it's bold and engaging without being too much and doesn't need         any extra serifs or ornamentals.




Maltesers are another great example of a sans serif, rounded typeface. Using a similar technique to the Kinder Bueno, the letters have a slight shadow to them, giving them a 3D style effect. This seems a popular effect within confectionery packaging, and I think this is because it almost relates to the actual product itself - making the type into a three-dimensional 'item' to match with the goods themselves.





Whilst Wispa does not have this 3D effect, it is again a very chunky, rounded style font that is lacking any serifs. This particular typeface is very bold and striking, which helps attract the customer's eye and 'seduce' them into buying the product. I really like the extra outlines around the lettering as they add another dimension to the text and help it stand out against the gold background.

 


This research has been very beneficial in helping further my design ideas - I am now more aware of the typefaces already present within the market, so I am able to use this to my advantage whilst creating my own ideas.