Purpose:
This activity will allow students to show their creativity by redesigning the packaging/labeling on a product to make it appeal to a certain audience.
Procedure:
Ask each student to bring in an empty cardboard package which previously contained a product of some kind. Then, ask the students to create another product of the kind formerly contained in the packages. This should, however, be a product which will be presented to consumers as new and improved and containing or possessing something better than existing products of the same type presently in the market. Students must decide on a catchy name and design the product package. Students should also design a suitable advertising campaign for their newly created products with such things as introductory letters to consumers, free samples, magazine or newspaper ads, billboard signs, and radio/television commercials.
Each student should present his new product to the class and discuss his package design, proposed advertising campaign, and target market population. Students who have created the same types of products should make their presentations consecutively to allow for class comparisons and discussion. Such an activity provides the students and teacher with excellent opportunities to explore such topics as brand names, package design and color, labeling requirements, advertising campaigns, and target populations.
Modifications:
You may wish to have students do this project in small groups or with partners so that they may divide the responsiblities for the project (all work on design, one create a marketing letter, one plan a commercial, and then all work on the commercial together). This project could be enhanced by a Powerpoint presentation that shows the features of their new product. If students create the presentation with sound, they could make it a self-running presentation and then all groups could go around and look at each other's product designs and proposals. Since many teachers do not have access to video cameras (or enough to do this project), the Powerpoint proposal may provide a good alternative.
Grading Matrix:
Totally Groovy | Pretty Cool | Uh, I Don't Think So | |
---|---|---|---|
Appropriateness of Materials | Excellent product/package selection that follows guidelines 5 points |
Product selection/package selection made project somewhat difficult (shape/size/etc.) 3 points |
Product selected was obviously last minute or did not bring in package on time 0-2 points |
Product Packaging Redesign | Redesign shows evidence of planning, contains all relevant labeling information, shows originality and creativity 5 points |
Redesign shows some evidence of planning, contains most of the relevant information, and is somewhat original or creative 3 points |
Redesign is either very similar to original packaging or does not use advanced desktop publishing or design techniques; seems drab or looks like a copycat of another product 0-2 points |
Marketing Letter | Creative letterhead matching product; letter explains in detail the new product, why it is better than others, and sounds exciting and promotional 10 points |
Letter is missing something, does not "sell" the product, or sounds too formal or informal for its purpose; letter may have minor error 5-8 points |
Letter is copied from another source, does not seem original, or does not seem appropriate; letter has major error(s) 0-3 points |
Marketing Billboard | Billboard includes product identification, catchy slogan, and makes a positive impression 10 points |
Billboard does not include enough information, is not particularly eye-catching, or has minor error(s) 5-8 points |
Billboard is not appropriate, has major error(s), or does not follow product packaging theme 0-3 points |
Advertisement | Ad is small enough for a newspaper, in black and white, and gives adequate information; looks creative and uses advanced DTP techniques 10 points |
Ad is missing something minor, is too big or in color, or has a minor error 5-8 points |
Ad is too busy or too plain or has major errors 0-3 points |
Presentation/Commercial | Snapshot of new product is shown, features are mentioned, testimonials are given, presentation is self-running/looping (if not a video), and is creative or unique 10 points |
One of the above is missing or there are minor errors in presentation 5-8 points |
Presentation is not unique, product is not properly identified, inappropriate graphics are used or graphics are overused, does not seem professional, or major errors are present 0-3 points |
OVERALL | Total Points Possible: 50 | Your Score: |