Popround Popcorn

Problem Definition
Though doing an audit of the various other popcorn products found in stores I felt that packaging was either target towards very young children, families, or an older demographic of 30-40 years old. The colour schemes found on these items were often consisted of warm colour palettes such as yellows, reds and oranges. In my experience, popcorn is often present at events such as movie nights with friends watching lighthearted and fun films. I found that the products lacked a large target demographic that often buys popcorn: 18 to 21 year old females who enjoy getting together for movie nights with friends.

As popcorn is often present during movie night get-togethers I decided to create packaging for an 18-21 year old female who enjoys spending time with her friends, likes to invite people over to her apartment located in the city. She has a fun, bubbly personality, a sense of humor and enjoys being active by going on runs, biking and doing yoga. She makes an average salary of CAD$50,000 a year and often shops at places such as Lulu Lemon and American Apparel.

Data Gathering
Research was carried out through major grocery stores and shopping malls. The two stores I focused on to gather information on were Shoppers and Safeway in the North West region of Calgary. I found that popcorn was often displayed in a stackable format between the bottom to middle shelves. Due to the stacked display format boxes are often square or rectangular in shape.

The concept to use the pop art style came from the word popcorn itself. I believe the target audience would enjoy the reference between the two as well as enjoying the aesthetics of the bold colours and the humorous aspect of pop art that I wanted to incorporate into my product.

Strategy for Solution
The Name POPROUND derived from the British slang term ‘pop ‘round’ meaning come over eg: “pop ‘round to mine for a movie and a pint.” I felt this fun and lighthearted name fit the targeted female demographic and the experience with inviting friends around for a movie and popcorn.

The logo developed from a combination of creating a derivative for popping popcorn and aesthetics from the pop art style, where lots of half tones are used throughout the images. The typeface used fit the fun and active persona of target demographic but also the action of popcorn popping and pop art style. The bright coloured tape was introduced to give the black logo a ‘pop’ of colour further enhancing the energy and fun feeling of the piece.

The Logo placement on the packaging was inspired from the name POPROUND as the logo itself goes round the corner of the box leading the viewer has to turn the box around and complete the pop art image on the piece. The graphic pop art face element is also carried around the corners of the piece as well as the blue tape that connects all four sides of the box leading the consumer to turn the box around to view the how to section and nutritional info.

The pop art style faces on the package where developed to tie in with the ‘how to’ section, where the packaging demonstrates how to catch a piece of popcorn with your mouth, adding another cohesive layer of information to the piece. The face was repeated three times with all three sharing only four sets of eyes, causing a slight optical illusion and engaging the viewer’s attention for a little longer than most other popcorn packaging. Its placement on the package also ties in with the other graphic elements going around the corners of the box.

The ‘how to’ section illustrations also reflect the pop art style and use the continuing blue tape element to give direction and order to the different steps.

The pattern on the outside and inside of the top and bottom flaps was also developed from illustrating popcorn in a pop art style and added a fun colour and texture to the piece. The orange and yellow hues also complimented the bold blue tape.

The content was also created with the target demographic in mind. For instance the quote on the nutritional facts info panel gives a lighthearted and humorous response to life as well as referencing popcorn. On the same panel the company website and contact info (‘pop by our site’ and ‘give us a ring’) are also written in a fun and light manner further enhancing the fun and friendly personality of the piece. This is also continued in the ‘how to’ section where fun and light phases such as ‘pop it in’ and ‘tada’ are used.