OUGD601 - Practical - Light Bulb Packaging - Initial Ideas Sketches / Imagery Ideas / Digital Experimentation

Initial Ideas - Sketches / Digital Experimentation 

Rough Sketches

- Green box with cut out section to allow the bulb to be seen within the box could be a simple way of signifying the environmental qualities of the bulb through colour as this is one of the main colours associated with the environment and nature
- Bulb graphic could be created for the front of the box rather than a cut out. LEDs have slightly different bulb designs compared to conventional bulbs with a section towards the bottom of the bulb. This area could be filled in green emphasising the shape of the bulb whilst linking it to the environment. A white background would create a more contemporary feel to the design alongside the bright green and avoid it looking to like a traditional green aesthetic. Colour could be used in a similar way to Ecover, who used brighter colours to stay away from the negative perception of the green aesthetic.
To move away from the traditional ‘green’ aesthetic Ecover [Fig . ] ‘opted for bolder colours to eliminate the daft image of olive green and terracotta red and traditional eco – signifiers’ and used brighter Pantone colours for the logo (Cranmer and Zappaterra 2003, pg 50). 
- Light bulb design on the front could have the Earth within it, sparking with lines to suggest a bright idea
- Pictures of light bulbs with green wash over the top 
- Light bulb with the words 'What a Bright Idea'  - creates a positive and impactful message to the consumer, makes them want to know more about the product 
- Cut out in box allows lower half of the bulb to be seen through the box, with top half intact and image of the Earth mimicking the shape of the top of the bulb 
- Use of Earth imagery more suitable for deeper greens than perhaps the average consumer
- Light bulb image with bright green glow behind, takes inspiration from contemporary light bulb packaging designs by Philips however links it to the environment through the use of green. Also reflects a sense of brightness through imagery linking the product to the practical benefits for the consumer and the environment. Could look like it has a green glow however, so the light would have to be white on a green background.
- Photograph lightbulb with Earth etched on top  
- Bulb image upside down so it looks like it is hanging from the ceiling / top of the box as it would be seen in real life.
- 'Light your ....'  Kitchen, Bedroom, Home, Planet etc. Have dolls house style layout showing the bulb in different rooms. Suggests the idea that LEDs can be used for all types of settings and are versatile. Myth that they only come in bright white, different ones avialable for different colours, moods and settings.
- 'Lighting your home for Longer' - Links the bulb with a practical benefit of the product whilst the use of 'your' makes it more personal and emotive
- Place house within a light bulb, visually links the two together, house surrounded by brightness

- Light bulb hanging down from 'ceiling' right above the house lighting the whole house up 
- 'All this energy in one box' - show how many normal bulbs the LED is equivalent to over its lifetime by placing them all over the box. Visually shows the comparison between the two types in a simple way for the consumer. Educates them about how long they last in comparison to other types of bulb.

- 'Same brightness more savings' - myth that LEDs aren't the same brightness as conventional light bulbs. Suggests they are the same quality and more efficient. Focuses on the practical consumer benefits to get them to buy the product.
- 'A brighter future' - links practical benefit of brightness with durability and longevity but can also be read to mean a brighter future for the planet, which is a subtle way of linking the benefit to the environment with the practical benefits for the consumer. Plays on need for security (Maslow 1954) and portrays a positive message (Ottman 1998) about the future  through the use of the product, which plays on consumers urge to help the environment in a positive way. 
Maslow (1954, cited in Blythe 1997, pg 16) suggests needs are often met in order of importance, with 'immediate physiological needs' such as food and shelter (survival needs) and maintaining these these for the future (security needs) the most pressing for people.
Ottman (1998) suggests positive environmental messages are important for marketing to be successful, whilst a ‘back to basics’ approach can have a negative impact, as consumers ‘are not willing to reverse their hard-won struggle to ‘have’ for a future of ‘have not’. 
- 'Save your energy', call to action, bold and clear  making consumers want to engage with it more, explicitly suggests the consumer benefit of efficiency and money saving.
(Ottman 1998) Sustainable messages need to be clear and bold as people have environmental concerns and will engage with things they agree with, whilst being specific rather than general in messaging is also needed
- 'Same brightness lighter bill', suggests the quality of the product is the same as normal bulbs so satisfies consumers worries about reliability and performance of green products 
Ottman (1998) considers how early green design has influenced consumer views of green products quality and reliability, suggesting ‘the inconsistent or even down right poor quality of green products offered in days gone by’ have ‘given their modern- day successors a bad name’. 

Digital Experimentation

- Overlapping curved shapes  with a gradient aims to create 'light streaks'. Creates a dynamic looking background that reflects the efficiency of the technology, whilst impling a sense of light and shadow through the use of gradients, reflecting how a light bulb lights up areas. Use of green links it to the environment in the same way as other packaging designs. Curved nature of the shapes similar to that of leaves in an abstract way creates a sense of natural imagery in a subtle way. Creates a contemporary aesthetic in a simple way. Addition of white within the gradient creates a fresher and more contrasting effect whilst better reflecting white light. The use of yellow within the gradient brings more warmth to the shapes and reflects a wider variety of green tones seen in nature.

- Green gradient could be overlaid over sky imagery to create a sense of a greener atmosphere through the reduced pollution that LEDs help towards. This would use imagery to link to the environment in a more original way than leaves which are sometimes used on LED packaging, which have no direct link to the positive effects of the light bulb. Whereas the use of the sky imagery links to global warming and pollution in the atmosphere. 
Arnold (2009) suggests clichés should be avoided as the consumer will know they are insincere. 

- Green background with light glow behind bulb could create a contemporary minimalist design similar to that of Philips, however it doesn't really tie specifically to an environmental attribute, just generally suggests it is 'green'
- Using the bulb graphic with the addition of the green fill on one section is more effective than just the outline. Perhaps the outline ones could be simplified further as it looks a little odd, however this may be because classic light bulbs have a slightly different shape to classic ones. The bulb graphics could be overlayed onto imagery or colour as a way of representing the bulb to the consumer without the need for an image or cut out, giving it a point of difference on the shelf.

- A gradient of greens to yellows could be used to reflect the energy efficiency of the bulb through colour. The energy efficiency ratings of bulbs use these colours as a signifier of their rating with LEDs being at the top of the ratings. Using a similar colour scheme could create a gradient and reflect a thermostat of increasing green energy. This could be used as a continual gradient, broken up into blocks to reflect the different tiers within the efficiency rating or in dots like some thermostats or traffic lights.

- The energy efficiency colours could also be applied to radiating circles to create the impression of green energy being emitted or used, or less pollution being released, whilst also visually linking to efficiency (lower energy use and money saving) through colour as green is a positive colour.

- Green glow effects could be used in replacement of letters within the branding. These could also be applied behind light bulb imagery to create the sense of greener energy, however this may look like the bulb is emitting green light so the white would need to face inwards with the green outside this. Softer glows look more similar tot he effect a light bulb would create. 

Using a circle of green with a gradient creates a sense of movement within the circle similar to that of a loading symbol however this could also signify the reduction of energy use.

Potentially a light bulb image could be placed within some of the green circles to link the product itself with the energy saving / efficiency portrayed through the use of colour. Similarly a image could be used within the glow to create the effect of the bulb glowing.

- Overlaying green over the imagery creates the idea of a greener atmosphere and portrays the environment in a more original way. A cut out could be used to show the bulb within to enable the packaging to be quite simple through the use of imagery and text. Brighter Life Greener World links the practical benefits of the product of brightness for the consumer with the environment making them more inclined to buy it. Making 'Brighter' and 'Greener' bold emphasises the words as key words whilst also creating the impression they are 'brighter' than the other words.  Making 90% energy saving the key text on the packaging shows clearly and specifically what the the products benefit is to the consumer and how it saves them energy and therefore money. The use of this with the sky imagery behind links the practical benefits to the consumer through text with the environment through imagery. 

Show consumers ‘how environmentally sound products help protect their health, save money, or keep their homes and communities safe and clean’ whilst showing how ‘time and effort’ can also be saved, as this will create ‘a meaningful sale’ (Ottman 1998, pg 121) and encourage them to pay a little extra. 

- Using the energy efficient colours in blocks or circles to create an increase in 'greeness' creates a clean and minimalist design when placed on white, rather than using the 'gradient' for the whole background as this can look busy. Using the light bulb imagery alongside creates an impactful and simple design however potentially looks budget rather than mid range.

- Using the energy efficiency colours for the background looks a bit tacky in blocks however this might look more effective as a gradient with more of a gradual colour change. Using a cut out for the lower half of the product will allow the customer to clearly see which light fitting it is, which is one of the things the consumer needs to know when purchasing the product. The top half of the bulb could be covered up and the shape of the top could be mimiced but filled either in white or cream to create a sense of the bulb glowing. Alternately sky imagery could be placed inside this to show hoe the bulb helps the environment. 'The future is bright' is both emotive and positive , whilst also linking the product to the environmental benefits and highlighting the product benefits.   

- 'Efficient for a brighter future' - links efficiency of the product with its reduced effects on the environment. Emotive use of language and positively reinforces the consumer for their action 

Arnold (2009) discusses the role of the Aardvark tool in considering consumer mindset types with A being logical and analytical, V being visual and K concerned with feelings and emotions. Most people respond to V or K mindset characteristics, however consumers are often a mix of all three. 

Ottman (1998, pg 40) further highlights purchasing green products and small environmental actions within the home ‘give environmentally concerned consumers a psychic lift by helping them align their beliefs with their actions’ and allow them to feel they have made a difference. 

- Glowing circles could be used as a design to reflect cleaner air particles in reference to the reduced carbon emissions that LEDs contribute to.

- 'Powerful brightness, Lighter Bill' - Play on words with the use of lighter which visually links to the product. Highlights the consumer benefit of them being strong and durable whilst also lowering the consumers energy bill'

Brighter Life, Brighter World 

Brighter, Efficient, Greener

The future is Bright 

Brighter Life, Greener World 

Make the Switch 

Brighten your Life 

Save Your Energy, Be Bright, Light Your World for Longer, Brighten your bill

lower your energy, brighten the future

light up your life