From the course: Package Design Project: Paperboard Food Packaging
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The customer
From the course: Package Design Project: Paperboard Food Packaging
The customer
- [Instructor] The visual and verbal story of the packaging must engage the target market or in other words, the packaging must appeal to the customers who appreciate drinking chocolate and woo them into buying it as a well as appeal to new customers who might want to try a new experience in chocolate. If you're working for a large food company, then you will likely have access to a large amount of research and consumer insights. However, since you're working with smaller company that is just starting out, basic research techniques and listening to the client will go a long way, to understanding who you're trying to reach. Here are a few ways to understand your client's customer to help you get started. Observe the aisles at small stores where drinking chocolate may be sold and see how people interact with the packaging. Where do they spend the most time looking? Do they look confused and or hesitant? Which one keeps getting noticed and touched first? Who are they? Are they young…
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