Packaging Design Copy

 

This week, we were required to sketch out a design and copy for the package of an existing product. 
We picked a yogurt muesli bar, Yogood. For the front of the package, we decided to use a life-size picture of the actual product, so it will seem as though the consumer is holding the product inside. 

For the back, we put in half a clock to show the first benefit of the yogurt bar that keeps one energized throughout the day. We incorporated the phrase, "Keeps you running through the day, only with the healthiest of ingredients!" This brings us to the next benefit, which is the healthy ingredients such as blueberries, walnuts, and cranberries. We included pictures of the ingredients for visual aid. 

We also added in a QR code the consumers may scan for more information on the brand and product.

One of the key things we had to keep in mind while designing the copy was brevity. We were aware of the space constraint, and thus had to rely more on visuals to help sell the benefits in an engaging way. Having too many words to describe the health benefits would not be appealing to the consumers, so we only put in one sentence that tells the benefit in a concise manner.

Radio Advertisements: Reflection

Why writing radio commercials is not an easy task.

It is a hit-and-miss scenario when it comes to radio ads; there is a fine line between an ad that is equal parts entertaining and memorable and getting the right message across, and one that is trying too hard to appeal to the masses and ends up with listeners missing the point of the ad.

Writing a script for a radio ad is difficult in its own way. For one, the medium itself is constricting in several ways, such as its fleeting nature and being able to only stimulate the aural senses, which isn't necessarily a bad thing, just that accommodations may have to be made. For example, speech in radio commercials have to be short and concise, unlike in print ads or even television ads where visuals can help with absorbing the message better. Radio ads need to be catchy and memorable, with jingles and catchphrases because those tuned in to radio stations might have their attention elsewhere, or skip the ads entirely. Radio ads have to work their way through the subconscious part of their listeners.

Writers face the trouble of coming up with a script that is easy to understand and follow despite distractions on the road, but still needs to be interesting and entertaining enough to gain attention and stick with the listeners. How does a writer come up with something that is short and funny, with all the relevant information on the product without boring the listener? What words should be used? Long words that perfectly encapsulate the intention of the ad, or short ones that don't confuse listeners, but risk losing the proper vocabulary that can make a difference in the nuance of the ad?

There is no sure formula on how to make an ad that accomplishes everything a client would want, and it is especially dependent on the product and target audience. Airtime is money, and the client would naturally want every second  to be worth their money. Oftentimes, a radio ad is either funny in a silly way, or intelligent in a boring way. There has to be a give and take in one way or another, because there is no way of pleasing everyone. 

Radio Advertisement Critique 2:

The other radio ad that stands out is Faces' ad for a parking application.

The ad is consistent and concise, the script written and played out in a local manner that is easily related to by university students, which are the intended audience. The dialogue is carried out in a way that is common of students, such as tardiness, being on-the-go with mobile phones, and internet connectivity. It is also clear and informative, telling the listeners how to procure the app and use it.

The conversation is the crux of this ad; it is not overwhelming in the way that some advertisements dramatize products/services, and it is natural enough that it isn't too casual for a radio ad. The cast also spoke well and clear so the ad is easy to follow and understand.

I find it interesting that the advertisement manages to incorporate the product in a subtle way, in which the sound effects are used to show the app being in use on a phone. It is a clever use of sound effects, and it helps bring together the idea of something intangible like an application in a radio commercial.

Radio Advertisement Critique 1: Grey Inc.

This week, the agencies were required to create a radio advertisement no longer than 30 seconds to advertise a product or service of their choice. In this post, I will discuss why Grey Inc.'s radio ad for NX Cinemas is one of the two best ads out of all the agencies sans our own.

The opening monologue is interesting and attention-grabbing because of its narrative style and content. The narrator describes a horror scene, which engages the listener in an aural and imaginative way. The script builds up the tense atmosphere that crescendos with twist, revealing towards the end that the scary scenario was actually a movie experience in a cinema.

The ad brings out the highlight of the service, which is a cinema that is known for its special effects. The sound clips used in the background works well with the theme of horror, and the sound effect of a girl screaming completes the package. The transition to the actual advertising of the cinema, wherein the narrator reminds herself that she is in a cinema, is smooth and natural.

The slogan or tagline is also consistent with the way of selling the service, which implies that the cinema has realistic effects that it seems as though the audience is actually in the film. All in all, the elements come together in a coherent way, with an added bonus of the engaging monologue that makes an impression on the listener.