Blanka kvetonova SVR

weeks 01 - 02 weeks 01 - 02

SVRstrategies for visual research

How to encourage shoppers to choose loose fruit over packaged?by Blanka Kvetonova

Contents

Introduction.......................4

Discover..............................6

Delve ................................18

Define...............................30

Develop.............................36

Deliver..............................54

IN PRAISE OF PACKAGING

4

Introduction

This book focuses on the exploration anddevelopment of a range of practical visualresearch methods. Learning these methodswas the main focus of this project. Thesemethods are extremely useful in the designpractice and should be universally applied whilst solving and exploring any communication design problem.

Another aim of this project was to introduce us to a process called Problem based learning ( PBL ). The goals of PBL are to help students develop flexible knowledge, effective problem solving

skills, self-directed learning and effective collaboration skills. PBL assists students to learn to deal with real life, ill-defined and unstructured problems.

We were asked to join and be part of three to five people group for the duration of the project. The problem each of us had to select was related to a social issues that has negative effect on the quality of life.

This design process was broken down into five design stages: discover, delve, define, develop and deliver.

5

Discover / Delve / Define / Develop / Deliver

CLIENTSUPERMARKET

ISSUEEXCESSIVE FRUIT&VEG PACKAGING

TARGET AUDIENCEPOTENTIAL CUSTOMERS

For my social issue I have chosen to tackleexcessive packaging used on fruit &veg. It is an interesting topic how muchenergy / money and resources has to bepoured into something which creates thisunnecessary waste. I am aware that I can

not change this marketing business though perhaps through design I could change people’s behaviour and raise awareness when making a choice of buying the fruit & veg and create a better and happier living.


6

Discover

weeks 01 - 02

weeks 01 - 02

The start of a project is marked by an initial idea or inspiration, often sourced from the Discover phase.

The issue of excessive packaging has been highlighted during the following Discover phase. Unearthing topicsfrom the pro’s and con’s of packaging, environmental impact and figures and facts afforded me the ability to keep a wide range of perspective and influences. By analysing

market data, trends and other information sources I was able to prepare hypothesis and more clearly I outline problems during this stage. In practice I found much discovery takes place throughout this design process. I realized this to be critical for taking into account new information, user needs, competitive contexts or challenges that arise as the project progresses.

7

weeks 01 - 02

Discover / Delve / Define / Develop / Deliver in praise of packaging

Packaging protects – ten times more energy goes into the production of the food and goods it contains than into the packaging itself.

When you buy an undamaged carton or tin in a shop, remember that the boxes and crates that carried them securely on lorries and in warehouses are as vital as the

cartons and tins themselves in getting the product to you. As well as protecting and preserving goods, packaging carries vital information on ingredients, keeps hazardous products away from children, and ensures goods are safe. Packaging makes modern lifestyles possible.


8

Discover / Delve / Define / Develop / Deliver problem based learning

While some packaging is necessary in our modern industrialised food chain, unnecessary packaging is a waste.Packaging is a major source of litter, it requires large amounts of energy and resources to produce, adds to waste collection and disposal costs, and, because much of it cannot be recycled, often ends

in landfill. Fruit and vegetables, in particular, are being packaged unnecessarily: for example wrapped honey melons, organic swede, bananas found in plastic bags, avocados, pears and apples on plastic trays and in plastic bags. Not only is this wasteful packaging unnecessary but it is often non-recyclable and difficult to dispose of.

9

Discover / Delve / Define / Develop / Deliver figures & facts

Almost 40% of the packaging found in a typical shopping basket at supermarket retailers cannot be easily recycled.

The volume of waste produced in the UK in one hour would fill the Royal Albert Hall.

250

9.3 MIL TONNES

X

=

The UK produces 9.3 million tonnes of waste packaging a year – the equivalent weight of 245 jumbo jets every week.


10

Discover / Delve / Define / Develop / Deliver plastic in the environment

Plastics are one of the most challenging materials to recycle. There are over 50 different types of plastic; some of which are easier to recycle than others. It’s easy to see why manufacturers favour plastic as a packaging material. It’s lightweight, hygienic for food products, durable, relatively cheap to produce and is resistant to water spills.

Plastic can have detrimental effects on the environment for several reasons:

OilAround 8% of the world’s annual oil production is used in the production and manufacture of plastic.

Toxic chemicalsPlastics production involves the use of potentially harmful chemicals which are used as colourings or stabilisers.

LandfillMost plastics are non-degradable and sit around in the landfill for up to 1000 years.

LitterNearly 57% of litter found on beaches in 2003 was plastic.

Precious resourcesPlastics manufacture requires resources such as land and water.

11

Discover / Delve / Define / Develop / Deliver how to reduce plastic packaging

How to reduce plastic fruit & vegetable packaging:

RecycleSome supermarkets package ranges of their fruit and vegetables in compostable packaging.

Mingle with the farmersCheck out your local farmers market where you can buy seasonal, loose products.

Sign up for a vegetable box schemeYou’ll have fresh, seasonal produce delivered to your door in a cardboard box with no plastic packaging.

Grow your ownEven if you grow a few herbs in a windowsill or a couple of pots of beans by the back door, this will all help reduce the amount of plastic.

Go nakedMany fruit and vegetables come with their own packaging!


12


“If we had less unnecessary packaging, it would cut costs and lead to lower prices at the tills”.

- Margaret Eaton, Local Government Association (LCA)

13

Discover / Delve / Define / Develop / Deliver local government survey

When packaging is sent to landfill it is expensive for taxpayers and damaging for the environment. Britain is the dustbin of Europe with more rubbish being thrown into landfill than almost any other country in Europe.

Waitrose and Lidl supermarkets arethe worst offenders when it comes to product packaging.

Weight of packaging and proportion of packaging that was recyclable, by retailer( this study investigated the food packaging levels and composition on 29 common food items )


14


“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.”

- Buckminster Fuller

15

Discover / Delve / Define / Develop / Deliver local government survey

Some organizations are already encouraging people to bring their own packaging when shopping. Other businesses offer home deliverywithout packaging.


16

Discover / Delve / Define / Develop / Deliver discovering the stakeholders

I looked at organizations which were dealing with the same issue in the past. For example The women’s Institute was encouraging customers to leave their unwanted packaging in the shop.

17

discovering the stakeholders Discover / Delve / Define / Develop /Deliver

The aim is simple, to encourage people not to use plastic carrier bags. The bag has been produced in partnership with We Are What We Do, a non-profit campaign group that has set out to change the world in small steps. It might not sound A-list,

but the bag emblazoned with “I am not a plastic bag” has been designed by the “queen of bag land” Anya Hindmarch. Bag cost £5 at selected Sainsbury’s stores and sold out within an hour of going on sale on Wednesday 25th of April 2007.

People queued for hours when a few of the bags were sold at Hindmarch’s London boutique last month, and they have been changing hands for up to £200 on eBay. The simple bag has become a symbol of ethical intent - and a very fashionable one at that.


18

Delve

weeks 01 - 02

weeks 03 - 04

weeks 01 - 02

Focus on research methods to delve deeper into design problems, unearth possible routes and path to follow.

The first place to start for this part of the process was in the supermarket itself. My observation of customers in the act of shopping afforded me a keen

insight into their habitual nature to choose certain produce. This visual experience was undertaken between two contrasting markets, ie Waitrose and Asda. Similarities and differences between the two market leaders were compared during this phase. I found the above conclusions to be critical for the success of this project.

19

weeks 01 - 02

Discover / Delve / Define / Develop / Deliver experience in the supermarket

After a visit in my local supermarkets I have noticed that in Waitrose and M&S the difference between packaged/unpacked fruit in terms of quality was almost minimal. Whereas in Asda unpackaged fruit looked more appetizing than the packaged fruit. Sadly in Lidl the choice of unpackaged fruit was very narrow.


20

Whole food shops are displaying fresh produce as if it was in the market. Fruit feels immediately fresh and happy.

Discover / Delve / Define / Develop / Deliver visual experience

21

Discover / Delve / Define / Develop / Deliver experience in the supermarket

I have noticed that supermarkets have always packaged fruit displayed in the shoppers eye level gaining their attention. Upon closer inspection this produce does not hold the same appeal as loose fruit & veg.


22

In Asda people seemed to know what they are after. It was noticeable they planned their meals ahead. I could see lots of people walking around with shopping lists.

Discover / Delve / Define / Develop / Deliver observation / asda

23

In Waitrose people walked really fast, picking fruit mostly packaged without close examination almost like robots. Or they blankly stared into shelves.

Discover / Delve / Define / Develop / Deliver observation / waitrose


24

Discover / Delve / Define / Develop / Deliver observation

Fruit and veg are normally situated right at the beginning of the shop and so are the offers ( marketing method ).

25

Discover / Delve / Define / Develop / Deliver compare

I compared the fruit on sale with loose fruit just to see how much cheaper we can get it for. I found out that the offer was valid only in case buying eg 2 bags of apples. But from my observing not many people bought 2 bags of apples as the quantity might have seemed too much for them. In case of clementines it seemed balanced.

2 x 600g =

1.2kg

1 kg / £2.99

1 kg / £2.991.2 kg / £4

2 x 720g =

1.44kg

1 bag = £ 2( 720g )

1 kg / £2

1 kg / £21.44 kg / £2.50(12 apples )

or


26

Discover / Delve / Define / Develop / Deliver compare

I compared two pink lady apples, one I bought packed and the other one loose.I could not tell the difference in appearance nor the taste only in the price ( 4 packaged pink ladies £2.69, 4 unpackaged pink ladies £2.15).

packaged loose

27

Discover / Delve Define / Develop / Deliver observation

I researched how can the loose fruit be packaged by the customer in the supermarkets. I found out that Waitrose had non-recyclable bags.


28

Discover / Delve / Define / Develop / Deliver questionnaire waitrose

For my survey I picked supermarkets Waitrose and Asda which allowed me to research two different contrasting demographics. I have asked 30 people (women & men), who were buying packaged fruit & veg this simple question.

Convenient

I know how much I pay straight

away

Thinks getting better quality

its on the offerI have no time for choosing the fruit

has sometimes no other options

71%

38%

89%

50%

94%

63%

Why are you buying packaged fruit & veg?

How Waitrose shoppers feel about packaged fruit is clearly represented by the above percentages.

My feeling is that Waitrose shoppers do not care how much they spend.

29

Discover / Delve / Define / Develop / Deliver questionnaire asda

In Asda shoppers appeared more organized and concern about the price.

Convenient

I know how much I pay straight

away

Thinks getting better quality

its on the offerI have no time for choosing the fruit

has sometimes no other options

85%63%

75% 50%

64%

26%

Why are you buying packaged fruit & veg?


30

Define

weeks 01 - 02

weeks 05 - 06

weeks 01 - 02

The Define stage should be thought of as a filter where the review, selection and discarding of ideas takes place.

The filtering process of the define stage gave me the opportunity to review, select and discard ideas. This is where my findings from the Discover stage were analysed, defined and refined as problems. Based on the outcomes, you will see ideas for solutions pitched and prototyped. I found surveying shoppers to be critical to gain

important data relating to this project. I was able to draw from a series of questions posed to shoppers to define how the felt about the decisions they made when choosing produce. Practical research was conducted at home to define more clearly the amount of non-recyclable waste as a result of normal shopping habits. This assisted to passionately remind me of how important it is to find a solution for this problem.

31

weeks 01 - 02


The previous concessionaire made me to choose my client as I felt people in Waitrose need more motivation and a little excitement to stop so they would pick their own fruit and vegetable

CLIENTWAITROSE SUPERMARKET

ISSUEEXCESSIVE FRUIT&VEG PACKAGING

TARGET AUDIENCEPOTENTIAL CUSTOMERS


32

Discover / Delve / Define / Develop / Deliver questionnaire waitrose / asda

Do you prefer plastic / paper bag or loose fruit?

60% 15% 25%

prefer to use paper bag

prefer to use plastic bag

prefer to have loose fruit

Survey of 30 shoppers.

33

Discover / Delve / Define / Develop / Deliver questionnaire asda

No

Yes

Do you read information on packaging?

Yes

No

Do you pay any attention to whether the packaging is recyclable or not?

39%27%

73% 61%


34

Discover / Delve / Define / Develop / Deliver collecting of packaging

297g

973g

per week

per week

fruit&veg

groceries

My two male flatmates and I share a flat have collected every non-recyclable plastic from the groceries for a week. At the end of the week I found out that almost 1/3 comes from fruit and veg.

35


A collection of recipes I came across in one day without using internet.

Highlighting the mass appeal of fresh farm produce.


36

Developweeks 07 - 08

At the Develop stage the project has been taken through a formal sign-off, which has given the corporate and financial backing to the development of one or more concepts that have addressed the initial problem.

I really enjoyed the Develop stage by leting my creativity to come up with three main design concepts based on all the hard work so far. This was spearheaded with a summary of the key findings and voting by the group of which of these concepts were most import to bring forward and develop

through the design process. Design development methods used here include creative techniques and methods such as brainstorming, visualisation, prototyping, testing and scenarios. These methods and working processes are in many cases similar to those during the Define stage, but are this time focussed on bringing the agreed product or service to fruition. At the end of the Develop stage, the design process will have brought the product development team to a stage where the product or service is ready for delivery to production.

37

Discover / Delve / Define / Develop / Deliver summary of key findings


38


Six thinking men

research methods

Six thinking men

I have applied six thinking men and idea generation research methods to get deeper into solving the issue. From that I quickly sketched ideas which latter on helped me to come up and visualisethree concept ideas. It was important

to have something visul to show when explaining my concepts to PBL group and other people in. The idea visualization made the voting method possible.

Quick sketchesConcept challenge

39

Discover / Delve / Define / Develop / Deliver packaged by nature campaign / idea 1

Display of loose fruit&veg with grass visuals and audio sound of nature to make a shopping a bit more exciting. The fruit looks appetizing and fresh like it has been delivered straight from the farm that morning. This campaign would encourage

engage people more and with some info what is the campaign about to make them aware about excessive packaging problem. The packaged by nature logo reinforces natures capability to package its own fruit&veg.

Packaged by Nature

Packaged by Nature

Packaged by

Packaged by Nature

people to buy unpacked fruit&veg.With exciting recipes on the packaging encouraging people to cook and buy unpacked fruit as well as educated them. Website/blackboard for exchanging recipes, seeing photos of cooked food to

received the most

votes


40

Discover / Delve / Define / Develop / Deliver farmer chip character / idea 2

The use of a character to raise awareness and attach and idea to people’s minds can be a very powerful tool. Tips, sayings, interesting and nutritional facts from

farmer Chip could be a fun/informative way to engage and encourage shoppers to reach for unpacked fruit&veg..

received the most

votes

41

Discover / Delve / Define / Develop / Deliver give the loose fruit a voice / idea 3

Display of loose fruit&veg with grass visuals and audio sound of nature to make a shopping a bit more exciting. The fruit looks appetizing and fresh like it has been delivered straight from the farm that morning. This campaign would encourage

engage people more and with some info what is the campaign about to make them aware about excessive packaging problem. The packaged by nature logo reinforces natures capability to package its own fruit&veg.

people to buy unpacked fruit&veg.With exciting recipes on the packaging encouraging people to cook and buy unpacked fruit as well as educated them. Website/blackboard for exchanging recipes, seeing photos of cooked food to

PICK ME PICK ME PICK ME PICK ME!!!Let’s make the world a better place together!


42

Discover / Delve / Define / Develop / Deliver typography research

vintage typography., use of script with capital letters

use of pointy finger element, bold san serif font

textured san serif, line, & circleelements, pastel colours

line element, bold serif & san serif, organic material

great texture, looks organic,old feel with some history, B&W on brow/yellow colour

textured serif, use of wood brings an organic feel

43

Discover / Delve / Define / Develop / Deliver typography research

use of scripted font and a simple illustration

bold typography, combination of upper & lower case, san serif & serif

farm elements, organic look

line details, bold typography


44


1

2

mock up

I asked PBL group and friends to give me feedback on format, logo, material I am planning to use and the concept. I started with two sizes not too big not too small. The feedback was so useful as it helped me to design the right size according to the audience. . The smaller bag has the folds going inside so can expand when in use.

2. “ I think it should be slightly bigger ”.Mike, student

1. “ The bag is too big. I like the idea of placing the recipe on the bag. I would put the recipe at the back as it seem too busy. ” Emma, student

1. “ The bag seems too big! If I wanted to buy only 3 apples I would not use it.”Obie, student

45

Discover / Delve / Define / Develop / Deliver bag sizes

3. “ I like the size and the fold going inside. But it needs be a bit wider, so it does not appear as a pastry bag.”Tolga, friend

3. “ I have never heard of a plantable paper, I love the idea.” Egle, student

3 4

4. “ I don’t like the format, definitely prefer the folds. I think the logo looks nice but needs more texture. “Ryan, friend


46

Discover / Delve / Define / Develop / Deliver mock up

47



48


said

development of the logo

mr farmer said

MR FARMER SAID

Mr FARMERsaid

Mr Farmer Said

mr farmer said

49

Discover / Delve / Define / Develop / Deliver a small change

After feedback on the logo my tutor suggested I change ‘said’ to ‘says’ as it sounds proactive and current whereas ‘said’ is in the past tense.


50

Discover / Delve / Define / Develop / Deliver mock up

The plan is to put a logo, sentence and an easy recipe pointing finger on the front. Recipe with fruit or veg ( according to recipe) and with matching stamp.

Underneath The will be recycling and instructions for planting the bag. Adding two holes for a simple way of keeping recipe(s).

51


A supply of medium and large size bags would be made available to outlets.


52

Discover / Delve / Define / Develop / Deliver shopping experience

farmy looking fruit & vegetable corner in a shop where people find the bag

bag filled with fruit & veg

visit website for more info, ideas and recipes

keeping the bag ( simple tie it up with a string / folder option ) or plant it

53

Discover / Delve / Define / Develop / Deliver more than just a paper

Paper which is more than just a paper could be very attractive to a consumer. That is why I have decided to make the bag from a plantable re-cycled paper.

plantable 100% re-cycled paper, impregnated with flower / herb seeds compostable re-cycled paper


54

Deliverweeks 09 - 10

The Deliver stage of the design process is where the final concept is taken through testing, signed-off, produced and launched.

In this case a website / a paper bag were produced that successfully addresses the

problem identified during the Discover stage. It also includes processes for feeding back lessons from the full design process to inform future projects, including methods, ways of working and relevant information.

55

Discover / Delve / Define / Develop / Deliver final logo


56

Discover / Delve / Define / Develop / Deliver the bag

57

Discover / Delve / Define / Develop / Deliver the bag


58

Discover / Delve / Define / Develop / Deliver display at the shop

59

Discover / Delve / Define / Develop / Deliver display at the shop


60

Discover / Delve / Define / Develop / Deliver website

home recipe eat seasonably get growing food stock blog

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home

This website is designed with an easy navigation. Each page can be accessed from the top bar menu. By clicking on particular word the user can easily see for example which vegetable is in season or quickly search for any inspiring recipe.

This website should encourage people to cook their own meals, educate them about how to grow fruit and vegetable or give informations about their local markets. For uploading recipes / photos of cooked meals the user have to become a member.

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vegetarian | spiced carrot & lentil soup

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Prep 10 mins

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get growing | easiest fruit and veg to grow

It’s simple to startFancy creating your own supply of juicy fruits, crunchy vegetables and fresh salad greens? This selection of great foods sprout more-or-less like magic out of the ground—with the minimum of effort. Whether you’ve only a windowsill, garden or balcony, get planting today. Here are ten of the easiest fruit and veg you can grow, with step-by-step instructions from the experts at Garden Organic.

tomatoesRed alert! Tomato fever hits the country.

Find out more..

pea shootsYes peas!

Find out more..

strawberriesPlant now in time for

Wimbledon!

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courgettesDelicious ans sweet!

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the equipment | veg Dr. | easiest fruit and veg to grow

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eat seasonably | this month

DECEMBER’S BEST FRUIT AND VEG

What to eat this monthEach fruit or vegetable has a prime time when it’s at its seasonal best. Some are great for over half of the year; others only hit their peak for a month. Either way it means extra flavour, extra crunch, extra juiciness—all super-fresh and great value. Use our guide to find out what’s in season this month and how to bring out its best.

brussel sproutsWhat’s most delicious in December? Brussels.

All about brussel sprouts...

white cabbage

Strongly flavoured and juicy, perfect in a soup.

All about white cabbage...

easy recipe

this month | what it is about | full calender | video

COMING UP

JanuaryFebruaryMarchApriMayJuneJulySeptemberOctober

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food stock | I have vegetable

find arecipe

carrot cauliflower

green peas white potatoes leek lettuce

white cabbage courgette

vegetable | fruit

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Blanka kvetonova SVR