GDF – S2 – 2011

Conduct research / Evaluate the nature of design in a specific industry context

Food Packaging Aimed at Children

by debbiemiller767

Since the 40-50’s, company’s have realized the power of marketing directly to children. The term pester power, rings happily in the ears of marketing directors the world over.

The main products which started this type of packaging directly aimed at this target market, appear to be breakfast cereals and lollies and chocolates. I have encluded images of old packaging I have found.

You can see that the packages us either pre-existing popular children’s characters, have created there own animated character, or children’s book character to use this to create a want with there child  market. It seems at the beginning some of the Kellogg’s packaging tried to retain the healthy look of the product and add a cute cartoon character. By the 60’s and 70’s it turned into full colour and the free gifts and toys, became more and more important.

As you can see the use of characters and brightly coloured packaging has continued. But will it in the future, with moves to ban the use of characters on children’s food and drink products. The landscape of packaging aimed at children could change drastically.

http://theimaginaryworld.com/page4.html

http://junkbusters.com.au/the-latest/a-menagerie-of-characters-food-packaging-designed-for-kids/

http://www.cancercouncil.com.au/editorial.asp?pageid=2724

http://www.dbtechno.com/health/2010/06/21/children-love-food-featuring-cartoon-characters/

http://www.cancer.org.au/File/PolicyPublications/FoodMarketingtoChildreninAustralia.pdf

Theme Park Maps – over the Years

by debbiemiller767

The use of info graphics in Theme Park maps, Zoo’s, National Parks have always interested me. Often they are geared toward tourists, that might not always speak the local language. So the use of info graphics are imperative to get their message across.

Magic Kingdom Map 1964

I have chosen to look at the Disney’s Magic Kingdom Park Maps over the past 47yrs. As you can see that the info graphics they started with contained only a few bits of information and basic colour and layout.

Magic Kingdom 1979

By the end of the 70’s a more realistic map with smaller more regular sized graphics. The use of colour coding certain shops/attractions has begun. Giving a better understanding of the location and type of attraction in certain areas of the park.

Magic Kingdom 1981

By the start of the 80’s the use of colour coding, the different areas that the park was divided into rather than different types of attractions. The colours are brighter and the graphics are more three dimensional. Yet the the layout is still more of a realistic map.

Magic Kingdom 1989

The late 80’s were known for hideous colour combinations, and as you can see the Magic Kingdom Map did not escape this trend.

Magic Kingdom 1991

By the 90’s it reflected the time of more basic and consistent info, containing more outlines of the attractions but keeping the coloured zones.

Magic Kingdom 2011

Since early in the 2000 they went for a more animated/ 3D feel to there map. Adding more colour to the objects while still keeping the coloured zones, but in a minimal way compared to the previous years. While adding more colours into the text.

If you are interested in other theme parks and zoo maps info graphics follow the links.

http://www.themeparkbrochures.net/mainmaps.html

http://wetnwild.myfun.com.au/Visitor-Information/Park-Map.aspx

http://www.dreamworld.com.au/Visitor-Information/Park-Map–Opening-Hours.aspx

http://www.lunaparksydney.com/visitor-information/map-of-the-park

http://www.australiazoo.com.au/visit-us/map/

The Golden Arches – Branding

by debbiemiller767

Before you even heard the name of this company, you knew I was talking about McDonald’s. Yes the giant  golden arches of McDonald’s are recognised world wide.

It is the world’s largest chain of hamburger fast food restaurants, serving around 64 million customers daily
The business began in 1940, by brothers Richard and Maurice McDonald .

The original mascot of McDonald’s was a man with a chef’s hat on top of a hamburger shaped head whose name was “Speedee.” Speedee was eventually replaced with Ronald McDonald by 1967.

McDonald’s use of cartoon mascots as part of there branding has been reduced from its height in the 80’s with characters such as Hamburgerler 

and Grimace regularly appearing along with Ronald, on merchandise, posters and in shops, is rarely seen.

McDonalds is also great at brand affiliations. Any child will tell you the drink of choice and the only brand served is Coke a Cola. Combining their brands in advertising make one hell of a team.

McDonald’s have changed there logo slightly over the years but the golden arches, size and proportion have stayed the same.The same red and yellow combination have remained but since 2006, the red is muted to terra cotta, the yellow was turned golden for a more “sunny” look, and olive and sage green were also added. This was to give a more homely, less plastic look to the product.

 

They use the repackaging of there food and advertisements to refresh the brand without taking away the the strength of the original message of the brand.

Redesigning regularly the packaging for there food and happy meals as well as combining them with strong branding from other sources, such as movies, cartoons or toys allow them to keep current.

The current trend for healthier meals and environmentally friendly packaging have forced them to redesign their packaging, moving from the 80’s polystyrene to the new cardboard packaging that contains 72% recycled paper.

http://en.wikipedia.org/wiki/McDonald’s

http://www.mcdonalds.co.uk/ourworld/environment/packaging.shtml?dnPos=-302

http://brandstory.typepad.com/writer/2007/08/mcdonalds-prove.html

http://first.emeraldinsight.com/samples/mcdonalds2.pdf

http://brandsymphony.org/branding/mcdonalds-branding-and-marketing-strategies/

Can an App really be a Book?

by debbiemiller767

E-Books can be quite controversial in the world of publishing but the new App “The Fantastic Flying Books of Mr. Morris Lessmore” by Moonbot Studios have done there best at combining a well-written bedtime story and an immersive animated movie.

Moonbot Sudios along with author/illustrator William Joyce, created an interactive book-app and a standalone animated film — so you can experience “The Fantastic Flying Books of Mr. Morris Lessmore” however you like.


William Joyce is an accomplished illustrator and animator, who’s published New Yorker covers, won Emmys, created character designs for some of Pixar’s first animated classics, and worked for both Dreamworks and Disney. 

Inspired in equal measures, by Hurricane Katrina, Buster Keaton, The Wizard of Oz, and a love for books,  is a story of people who devote their lives to books and books who return the favor.

Using a variety of techniques (miniatures, computer animation, 2D animation), William Joyce and Co-director Brandon Oldenburg present a hybrid style of animation that brings us back to silent films and M-G-M Technicolor musicals.“Morris Lessmore”  it is both old-fashioned and cutting edge at the same time.

In this reinvention of digital storytelling you can repair books, tumble through a storm, learn the piano and even get “lost in a book,” flying through a magical world of words. Using rich CG animation, innovative interactivity, original composed music, and unique games sprinkled throughout the book, this App will revive a love of story in all.

The technology is a celebration of the books but quite literally adds another dimension to what printed paper can do. Is this the way of books in the future? Only time will tell.

Links
http://www.moonbotstudios.com/
http://morrislessmore.com/
http://www.wired.com/geekdad/2011/05/lessmore/
http://www.the-imagazine.com/in/index.php
http://www.macrumors.com/2011/07/12/morris-lessmore-is-a-magical-and-revolutionary-childrens-book/