The document discusses the design and marketing of Lindt chocolate boxes. It analyzes various design elements intended to convey luxury, quality, and gift-worthiness. Specific design features examined include gold and cream colors, elegant font, texture of the box resembling gift wrapping, and imagery displaying different chocolate selections. Market research is presented showing over half of consumers purchase boxed chocolates as gifts and that branded manufacturers dominate innovation in the seasonal chocolate market.

1. ElementsColours
Target audince
Attenion
Ergonimics
Store layout - Tesco
• Gold gives a sense Money, Success, High
Quality Elegance.
• Cream - Warmth, comfort, relaxation.
• 18-25 Female with a partner. Would get this as a gift for events like valentines
or birthday.
• Lucy’s partner James is a loving working man of 28. Its the same time of year
again, valentines day. He is looking for something small but good taste. He
has just come some follows from the local florist and now looking for some-
thing convenient, suitably sized to carry with the flowers. He aimed to get a
box that is high quality and luxury for his girlfriend.
• (Mintel August 2010) ‘Just over half of all consumers buy novelty and boxed
chocolates for a partner or spouse.’
• (Mintel August 2010) ‘For my partner/spouse | Men, aged 25+, work full-
time, C2, mid-market tabloid reader, children in the household’
• First Attention grabber is the chocolates.
Lindt has placed emphasis on core prod-
uct with elegancy.
• The centre imagery of the chocolates lets
the customer see the product.
• The five well presented different
chocolates shows the variation of
chocolates that are on offer.
• The chocolates have up lifted (3D)
segments. Lets the customer feel the
chocolates. (When a person touches food
there is a expectation that they must eat it,
links to culture)
• The box is 7” x 7”. Good for customer convenient.
• Suitable to carry with flowers for example.
• The texture feels like gold leaf or gift wrapped builds on this high quality.
• The boxed chocolates are all in the same place.
• All the Lindt products next to eachother.
• The font of lindt name has a luxury
handwritten style. This has been
done to portray the ‘fine’ ‘traditional’
quality of product.
• With this the text is risen, giving
the customer a touch feeling
secne. Feeling the quality of the
product without opening the box.
• Texture of box has a luxury feel.
• The box feels like it is gift wrapped in tis-
sue paper or even gold leaf.
• At the bottom of the box a printed
on ribbon looking element.
• The works well with the gift wrap
feel.
• Under the title the following strap
line portrays a number of things;
• SWISS portrays the image of the
stereotypes of Swiss chocolate
• LUXURY high quality box of
chocolates (live the luxury life
for £5)
• SELECTION the customer gets a
choice in what they want. (The
different flavours of chocolate)
• ‘Exquisite Swiss chocolate
creations’ Follows the Swiss name and
ideology of the Swiss making good
chocolate.
• ‘The use of French Languish on the
ribbon makes the chocolate seem
exotic something different for a British
consumer.
• A customer seeing this may be fasci-
nated.
• Golden stamp on the front gives the im-
pression that the box has be stamped
for creditaction and certification.
Competition
• Comparison of direct competition, Most boxes have the chocolates either on packag-
ing through see-through plastic or display with a photo.
• Same sizes to appeal to the same market.
• All main chocolate brands. (Toblerone, Thorntons, Nestle, Cadburys..)
Information contained
• Nutrition information
• Do not litter. Suggests that the item should
be disposed of carefully and thoughtfully
• Recycling Symbol
• Weight
• Number of chocolates
Work well together?
Refrance
Brand name and logo
• Lindt the name is small easy to
remember.
• The logo to the right of the
name looks like a dragon. This
represents power, traditional
ways.
• This kind of logo may be seen as a Family crest that also keeps with the
companies ways. A recapy passed down through the faimly.
• Each element of the product has been thought through. The positioning for
example of each element on the page is equal process, accurate. This suits
the detail that is clearly shown.
• The colours of each elements also fits, there are now anomalies. The colours
also follows the standard in this kind of market sector. But at the same time
is slightly different being brighter gold.
• Mintel, August 2010, Seasonal and Boxed Chocolates –UK , [online] http://academic.
mintel.com/sinatra/oxygen_academic/search_results/show&/display/id=479796/
display/id=540672#hit1 , Accessed 4.11.2011
The market - Seasonal and Boxed Chocolates
• A number of trends on the market
• (Indulgence before health ) Consumers have been less willing to concentrate
on health in the recession and still feel the need to indulge and are therefore
less likely to be prepared to pay for healthier foods
• Almost two thirds of consumers are buying boxed chocolates to give someone
as a gift for Christmas
• Branded manufacturers have maintained their dominant presence in the mar-
ket, leading new product innovation.
Seasonal
and
Boxed
Chocolates
-­‐
UK
-­‐
August
2010
-­‐
Market
Size
and
Forecast
Figure
15:
Retail
value
sales
of
seasonal
and
boxed
chocolates,
2005-­‐10
£m Index £million
at
2010
prices Index
2005 1,205 92 1,558 118
2006 1,180 90 1,494 114
2007 1,224 93 1,481 113
2008 1,258 96 1,394 106
2009 1,285 98 1,352 103
2010
(est.) 1,315 100 1,315 100
• (Mintel 2010)
Student ID : 21028547