Discount signs in high end stores

Even stores with higher brand value such as Gap and Selfridges use the red and white within their discount posters. Gap use a much more simpler approach to their message. The clean, simple type allows the discounted product to still have some value, representing good value for money.

Selfridges approach this a lot more differently, and communicate messages within their discount posters, acting on the behaviour of consumers.
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Extra Value Packaging

After working on creating a series of designs that mocked discount signs, I observed the packaging and noticed that the certain colours and typography ran across the product packaging that were of some specific value. Colours red, yellow and blue, with bold, comic typography to stand out clearly to consumers. I found this particularly interesting after looking at the difference between Western and Eastern discount signs. It’s a very clear language to consumers.
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Truthful Advertising

Within advertising the product is usually set up in a scenery or with other objects to which portray the values, or representations of who, and which consumers should be using the product or how others would like to picture themselves using the product. This allows consumers to buy into a “lifestyle”. Earlier in the year I looked into this with the object to create a series of adverts that displayed the products truthfully.

Mr Kipling does not exist, he’s a fictional character, however he was invented to portray the image of a old sweet man, who makes ‘exceedingly good cakes’. This brand identity for the cakes carries across a range of advertising. I have created an advert for Mr Kipling which portrays the truth behind the cakes and the making of. I think it is interesting to question how the difference between this type of advertising would effect the product value and the sales of these cakes.
This king of advertising is not very appealing, and would not intrigue a consumer to want to buy the product, as much to the fact it is a true representation of the creation of the product and does not effect  the taste whatsoever.
This reminds me of the horse meat scandal a few months ago, where products stated on their packaging and within their advertising that their products contained 100% beef. However when consumers found these products contained traces of horse all hell broke loose. Obviously horse meat is not harmful, but what upset consumers most was not knowing what was in their food and what they were actually eating. This allows me to question the attitudes of consumer behaviour, and why this type of advertising is any different to knowing the truth behind the ingredients or making of specific products.
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Share a Coke Campaign

This week I noticed Coca Cola’s new summer 2013 campaign in the shops. I think this is a very clever idea, and can see consumers really buying into the idea of finding their friends, partners or a family members name on a Coca Cola product.

It represents the ‘personality’ behind the Coca Cola brand and the idea of sharing a coke with someone allows consumers to associate the product with socialising and having fun with someone special.

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Food Packaging History

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Robert Opie, has been collecting packaging and advertising and has put together an archive from the 1900s – 1990s.

Before the retail revolution food packaging in glass and cans were used primarily to preserve food and labels with information about the contents were put on glass containers or cans.
In the twentieth century supermarket chains replaced family-owned grocery stores and made food packaging an indispensable part of urban food culture and gradually, the label and the packaging became a means for promoting the food product.

Illustrative painted imagery embraces the packaging design before the 1930s to define the inside contents or brand identity, yet not truly an interpretation or an honest impression of the food product contents. It was after this that photography majorly shaped modernism allowing access to visual information, offering a higher degree of accuracy and in the twentieth century continued to assign the task of reproducing impressions of actuality realistically.