OUGD601 - Practical - LED Light Bulb Packaging - Further Development of Ideas - Final Four designs for crit

Further Development of Ideas 

Light bulb in the sky - Focus on environmental benefits - Less pollution created through product energy efficiency

      

The design aims to be emotive through the use of 'brighter life, greener world' which suggests the product will improve the consumers life, whilst also improving the environment. The sky imagery aims to reflect how the light bulb contributes to reducing pollution and global warming, creating a cleaner atmosphere, through its energy saving qualities. Using the sky imagery avoids the cliche imagery associated with environment such as leaves and plants, as well as the use of green. Some consumers are driven to buy to help the environment or because of guilt about their effects on the environment so by stating 'greener world' this makes it clear for the consumer that the product is benefiting the environment. The use of the glow in the image links well to the idea of the bulb being bright whilst also creating the impression of a bright and therefore healthier world. Highlighting the energy efficiency and life span in bubbles draws attention to the information, whilst keeping this clear and simple makes it easier to understand. The description at the bottom of the design outlines how the product uses less energy, creates less pollution and saves the consumer money. This links the benefit to the consumer and the environment with the key feature of the product, its energy efficiency and clearly outlines the results of buying / using the product.  It was considered that the bottom half of the light bulb could be used within the design as a way of allowing the consumer to see the fitting as this is one of the key elements that consumers look for. Placing this behind the text however does not work, but having the low above the bulb could mimic the top half of the bulb as if its glowing.

Light bulb talking to the consumer – Highlights the practical benefits of the product as well as the environmental benefits

Mockups of design: one with light bulb on each of the different sides, the other with a light bulb split across two sides to reflect the idea of the light bulb speaking the words on the box to the customer.

‘Save you energy’ on the front shows the key characteristic of the LED light bulbs

Clean, minimalist design using only typography aims to reflect a sense of reduction, implying how the light bulb reduces the amount of energy used and the lower costs because of this. Keeping the main text short so it fits over three lines creates consistency across each of the four sides, whilst clearly stating the benefit of the product in a succinct way. The use of ‘your’ in each of the phrases makes the text more emotive and personal to the consumer, increasing the likelihood of them engaging with it.

Using little captions underneath the main text clearly states the benefit of the product. The hierarchy of the design places the phrases as the focus of the design through increased type size. Using different shades of green link to the environment in a clear way whilst the specific tones reflect the colours of the higher levels of the energy ratings. Placing the light bulb underneath the phrases creates the impression of the words coming from the light bulb like they are speaking but in a subtle way and avoids the use of speech bubbles. The practical benefits of the product to the consumer are highlighted in ‘Yours for longer’ which highlights the durability of the bulb and ‘Lighten your bill’ which shows how it is cost effective. ‘Green your world’ links the product with the reduced environmental effect the product has and suggests the ‘greening’ of their personal world as well as the wider world. Setting the type in all capitals creates a bold and impactful design which will stand out on the shelf and reinforces the idea that the product is talking.

Focus on energy efficiency - Radiating green energy

The use of the overlapping circles creates the sense of green energy radiating / glowing / emitting / using green energy. The use of the green and yellow colour scheme is taken from the energy efficiency rating colours which  has different shades of green for the most efficient products of which LEDs fit this criteria. This creates a visual tie to energy efficiency / energy saving through colour. The use of three smaller circles within the design aim to highlight the three main practical benefits of the product to the consumer making the information clear and succinct and therefore easier for the consumer to understand what the benefits of the product are. The words 'Green, Economical, Efficiency' are used to highlight both the environmental and energy / money saving qualities of the product therefore linking the practical and environmental benefits so they reinforce one another. The use of key words reflects the use of language in the Philips light bulbs. The second version of the design aimed to create a more playful sense of green energy radiating from the light bulb, whilst also creating the impression of the bulb glowing. Within this design the separation of the colours creates more of a sense of the colour changing / increasing to be more green like a thermostat or traffic lights.

Focus on brightness and the use of green to reflect environmental qualities / sustainability

This design links the practical benefits of the light being bright and durable whilst also linking it with the environment through colour and abstract backgrounds. One of the myths of LED light bulbs was that they weren't as bright as normal light bulbs so this was played upon within the design. The use of bold type within brighter for longer' creates the sense that the type is glowing, which highlights the key words and makes them seem 'bright' like the light bulb. The background uses overlapped shapes with green gradients creates a sense of green streaks creating a dynamic feel to the background whilst also creating the impression of greenery overlapping. The use of the green is striking and bright and in combination with the minimal type creates a fresh and simple design, in a similar way to the Philips hue packaging. The minimal design creates quite a luxury feel to the product.