David Rizzuto

s3661690

International Design

Assessment 1

Introduction

This document will analyse the promotion of a new energy drink brand and discuss the rationale behind introducing ideas for the brand based on feedback collected from a survey. This document will focus main basis of research including:

The purpose of the survey. The methods used to communicate during the survey. Feedback of design models for the product, including brief questionnaire

Aims

The objective of the research is to explore design proposals for a new energy drink brand. A face-to-face survey had to be conducted to get an understanding of what would be an appropriate design.

The four main designs consisted of:

Energy drinks designed as batteries and sold in a large battery package, in a similar style to popular battery brands like Energizer and Duracell.

A caricature-based design of cartoonish characters attending a nightclub; drinks may be sold in a nightclub-designed package altogether, or may be sold separately.

A breathalyser-themed energy drink design. An iPhone-themed energy drink design.

Design Description DesignEnergy drinks designed as batteries and sold in a large battery package.

Caricature-based design of cartoonish characters attending a nightclub (Beaten-up patron, bartender, and bouncer)

iPhone-themed energy drink design.

Breathalyser-themed energy drink design

Methodology

Using four sketches roughly drawn on paper, I looked for people who would be eager to participate in a short survey to discuss the design proposals.

Due to time constraints, the questions had to be prepared rather roughly before surveying anyone about the proposals. This might have been a better outcome nonetheless, the survey had to be simple and straightforward to get a proper understanding of who the audience is, and then explore if the designs would impress people to buy the product. The rough sketches of the design proposals were the focus of the interview. It was decided that the questions had to be straightforward and focused on how the hypothetical demographic justify their reasons in buying energy drinks. All questions would be asked verbally, and then all answers would be written on paper.

Type of Questions

Underneath is the set of questions that were prepared for the survey:

Who is the age demographic for an energy drink? What sort of features would look for in an energy drink? What do people look for in the

packaging of an energy product? Which design do you think is appropriate for an energy drink?

Feedback and Analysis

About eleven people agreed to participate in the survey. The feedback that was collected from the surveys showed that there was a close preference between the battery and nightclub ideas. Six of the participants were in favour of the battery design; four liked the nightclub idea better while there was only one positive feedback for the breathalyser-based design. It was generally agreed that the iPhone-based idea was a poor proposal.

It was unanimously agreed that the target audience for selling an energy drink would be a young age bracket – between teens and twenties. The majority of the answers regarding what young people would look for in an energy drink brand focused on whether the brand is well known, or if the brand is not well-known it should have a catchy name at the very least. The presentation and design of the brand is important and should be attractive and stand out, as participants mentioning examples like the Gatorade bottle. The logo itself should be attractive enough to attract attention and the product should have a catch phrase and slogan.

As already mentioned, the feedback regarding the battery design and nightclub design had generated the most positive responses, and the comparison between which idea is better was very close.

Some of the reasons that people favoured the battery design is that energy drinks are more synonymous with batteries, even “shaped” like a battery, and the symbol of a battery conveyed the energy drink more. The design of having three or four energy drinks sold inside a battery package was received very well and thought as “clever” and “funny” as a novelty. One suggestion was made that the drink can even be sold separately in a single package.

The nightclub drink was creative and imaginative, would likely entice a young demographic to purchase. Some problems though, may include figuring out where to sell the product, since people attending nightclubs prefer to drink alcohol. Another potential problem is some of the character ideas could be a hit and miss. For example, a character of a man attacked by the bouncer may amuse others but could fail to impress from purchasing the drink. The novelty may not last very long, or may have mixed perceptions too if it amuses or in the worst case offend the drink. For example, it was suggested that a caricature of a beaten up patron could offend those who may have had a tragic experience at a nightclub, or remind them of close friends and family members who may have had such a negative experience.

Based on the feedback I had collected from this survey, I believe it is better to continue with the battery package energy drink design. The reasoning for this is the idea not only conveys the idea of an energy drink (battery giving energy to something to work properly), it would gain novelty if it was sold in some form of gimmick - battery design energy drinks designed in an oversized battery package. This works especially well as a value pack, and add further encouragement to customers into buying a product that offer such value. I predict that such a product would sell better at novelty stores and even retail outlets, taking an established idea and turning it to gain further attention from those who might appreciation its design and gain value out of it.

Conclusion

Following the feedback gathered by the survey from people, the most approved designs came between the battery package energy drinks and a caricature-nightclub design. It was decided to continue on with the former, because it is an idea that is better suited to represent an energy drink and would offer value as well as attracting attention for its packaging design.