2022: MA Design
Showcase
Statement
I love illustration and my favourite thing about packaging illustration is experimenting with colourful, interesting, abstract concepts and combining them with the marketing context of the product.
Dark chocolate brings many benefits to human health as a rich source of (poly)phenolics, but research on the effects of functional dark chocolate packaging on consumer dietary behaviour is relatively limited. Dark chocolate, as a functional food, is a potential modulator of disease susceptibility and this type of food is associated with specific health benefits. At the same time, as socio-economic development and progress continue, the importance of commodity packaging is becoming increasingly evident, with packaging becoming an integral part of food manufacturing and food supply. This project was based on the beneficial effects of dark chocolate on humans through the development of a packaging design involving scoping studies (market research, questionnaires, focus groups and user testing). The results show that packaging designs developed through packaging graphics rather than text can significantly communicate the benefits of dark chocolate to milk chocolate consumers and have a positive impact in terms of consumption advice.
Independent Project — ZUKA Dark Chocolate
A scoping study was conducted to help identify issues and help define a graphic design for dark chocolate packaging that would communicate the benefits of dark chocolate to milk chocolate consumers as well as recommendations for consumption, while making a connection between people’s health expectations and dark chocolate packaging. The scoping study consisted of three phases: observation, a questionnaire-based survey and focus groups.
Non-participatory observations, where the observer does not participate in the activity but only passively records conclusions, were carried out in large supermarkets as well as in small neighbouring shops to obtain information about dietary habits and environmental influences on chocolate purchases. The results show that in the choice of chocolate on the shelves consumers are inclined towards sweeter milk chocolates (e.g. nut milk chocolate, matcha chocolate, grape almond chocolate, etc.).
Design Development and Testing
In order to create novel graphic illustrations in the process of packaging design, usability testing was chosen with the aim of analysing the impact of different visual packaging elements (their overall effect) on the food intake of chocolate consumers, and to identify problems and shortcomings that could be addressed and adjusted during the development as well as iterative process. In addition, the use of different evaluation methods at different design stages allowed for the identification and analysis of the causal relationships between the different packaging design elements needed to stimulate the consumer to buy the product.
The research project uses packaging graphics rather than text to quickly, clearly and effectively communicate dark chocolate product information and consumption advice to milk chocolate consumers.
ZUKA Dark Chocolates
Other Work
Supreme emphasizes skateboarding, hip-hop punk rock culture, mainly for young customers. In addition to clothing, Supreme will also launch other sports and daily necessities, such as bicycles, bricks, thermos cups, toothbrush, power banks, lighters, balls,etc. In order to promote people’s enthusiasm for sports, this project is mainly aimed at young people, mainly skateboard, and other daily clothing items as peripheral expansion.
Skateboard illustration design and related posters
Skateboard
Skateboard & Posters
Tiger & Supreme
What’s I’m up to
Thanks for taking the time to look at my work.
Looking ahead, I am keen to continue working in the design industry and working alongside other creatives. I look forward to taking on more creative challenges and growing further as a qualified graphic designer.
