This Learning Activity forced me to sketch and find 15, different creative solutions to a given task. The process taught med that even though you believe you once have the creative solution to a challenge, you’ll probably end up with an other and better solution when you give it a bit of time, work with it and sketch a lot of different solutions to it.
Also, even though I’m not a skilled drawer, I experienced that I am able to sketch my ideas in a way for other persons to understand the principles. Before, I was not certain about that.
I am most definitely a novice using Adobe Illustrator, but I am satisfied with the end result of this weeks task. Hope you’ll enjoy it to!
Interpretation of the task
I’m briefed to do an illustration for fruit juice packaging (orange and banana flavour). The name of the product is: Loose Juice.
I shall draw at least 15 scamps (they can be A6 size each) of what the label will look like. I must remember to include the fruit, the name of the flavour and the name of the product. It says in the brief, I shall use notepad and pencil and then Adobe Illustrator, so the sketches will be made as desired.
Then, I shall choose one of the sketches and draw the label, using Adobe Illustrator. The artwork can be A6 (landscape or portrait).
This Learning Activity must be uploaded to my WordPress blog at the end of the week, meaning within Sunday Sept. 23rd at 24:00.
I believe this task is given to make us understand the complete process from sketches to finished layout. It’s important to make sketches by hand, giving us practice in doing so and then finally learning and getting practice in using Adobe Illustrator.
RESEARCH AND WORK PROCESS
To get started with this task, I saw this week’s lesson in Moodle. Then I saw the lesson “Drawing without the pen tool by Mordi Golding” at Lynda.
First, I had a brainstorming to find what I associate with juice. I started with this method to be as openminded as possible – getting as many ideas as possible down on paper. I wanted to find out what kind of positioning I wanted to do with the label/product because this is important for the design in reaching the target group for the product. Hence, I chose to include the 5 p’s (Product, Price, Promotion, People, Place) in the brainstorming/mind map.
To get some ideas about juice labels, I went to a local grocery shop (Meny Hokksund) and took some pictures of the juices in the refrigerator there.
I know there are some rules set by the Norwegian Food Safety Authority (Mattilsynet), so I searched Google for “Requirements for labelling of juice” in Norwegian. I found there is a separate “Juice regulation” (“Juiceforskriften) with a wide set of rules to follow labelling juices. They can be found here: https://lovdata.no/dokument/SF/forskrift/2013-05-13-509 and here: https://www.mattilsynet.no/mat_og_vann/merking_av_mat/kvalitetsbestemmelser/juice_fra_to_fruktslag__maa_det_angis_i_betegnelsen.3796
This regulation is made to make demands to the manufacturers, taking care of the customers’ needs and wants so the customers can take conscious decisions on what to buy and what to consume.
This regulation says, among other things, that: “If a juice is made of two fruit types, both fruit types must be entered and in descending order by weight in the name, eg. Juice of apple and pear, or apple and mango juice”. The regulations also have requirements regarding having a company logo (the producer), the juice name, ingredients in descending order, percentage of juice and nutritional information panel.
In the end, I went online and made a Google search with the phrase “juice label” and “juice”. There I found some label and container examples.
From the requirements in the Juice regulation, I found that the name of Loose Juice must list the fruits in the right order after weight and it must be; orange and banana.
To me, the name Loose Juice is associated with natural fruits rather than artificial flavours. Loose Juice to me – is as if you chopped fresh fruit into a glass and shook/ squeezed it until it became juice.
In order to position the product as natural, the label must look as the container contains natural fruit. This requires a sense of natural colours and not too much lively colours as that can be associated with unnatural colouring, artificial flavourings and toxic content. At the same time, the juice shall be associated with something fresh in order to be attractive in the market.
In this assignment I choose to concentrate on the given task; the sketches and the final design rather than read the law on the requirements, given the fact that it’s early in the first semester.
There is a lot of different juice containers on the market, but mainly plastic and cardboard in various shapes and combinations. I found some glass bottles as well, but they are not dominating the market as I guess they are more expensive to transport regarding weight and precautions against breaking.
When it comes to juice label designs, it’s been used different materials, but plastic labels, paper labels and prints directly onto the cardboard is dominating the market.
In this learning activity I assume the container is made of environmentally friendly material as that is a very important social responsibility and also a major competitive advantage with customers being more and more conscious about such matters.
Loose Juice – Apple and banana is made of fresh fruit and most customers associate fresh with juice on plastic bottles. Often juice based on concentrate are poured onto cupboard containers. So, I assume the container is made of recycled plastic, clear/ transparent with no colour to it.
First, I trained on drawing the fruits, using the internet as a guide: https://www.wikihow.com/Draw-a-Peeled-Banana
I wanted the first sketches to be my first ideas – with no filter. Then I wanted to make sure I had a wide range of concepts to try out different ideas and methods. I found it a bit difficult to see the complete picture without colours so I chose to put a bit colour onto the sketches.
As we’ve just learned about the nine design principles, I thought about this and tried to use these principles in the design sketches of the juice labels.
My 15 sketches in the order I produced them:
I’ve found some pictures and illustrations for getting the feeling I’m trying to convey in the final design (fruit, colours, orange, yellow, green, natural, delicate, fresh.
The idea behind the design, is using the fruits to make a design element and creating a pattern by repeating the design element several times. This is the Design Principle of Regularity.
The colours at the label are fresh, mainly kept in yellow and orange based on the colors of the fruit in the flavour. The colours are 80% transparent, to make it look a bit more natural. The colours shall not be too strong as the content in the container should be natural and fresh and not associated with toxic, unnatural, concentrate etc.
I’ve out a white layer behind the design on this label, but I’ve also experimented with making it all transparent – showing the juice through the design. I also tried to keep the white background in the «fruit design fields» and keeping the middle part (text field) transparent – and the other way around. I believe the best solution is to keep the middle field white and let the fruit fields be transparent, to emphasize the concept of loose juice.
The font in the product name is chosen because it’s a bit loose, not to strict and at the same time easy to read. The font in the flavour is clear, open and easy to read.
SOURCES AND REFERENCES
«The Principles and Practice of Graphic Design – Graphic Design School», by David Dabner, Sandra Stewart and Abbie Vickress. Sixth edition, 2017.
“Requirements for labelling of juice”
“How to draw an orange”
“How to draw a banana”