Studying and Interacting：The Food's New Clothes ——Artem Movsesyan, Partner, Neom

1. Studying and Interacting：The Food's New Clothes
——Artem Movsesyan, Partner, Neom
If you want to change the cognition of the design concepts, the details
are very important, as well as how to promote sales by design and make
profits for the company. The key work of the design is to be able to
change the behaviors of consumers, not only let consumers love our
products, but also get consumers willing to pay for the products.
What is the attraction of food? The cognition of products comes from
the vision, which means that when consumers pay attention to the
details of the food, meanwhile their senses will be mobilized, and the
brain will cause corresponding reaction, that is human’s cognition.

2. Why eyes can "eat"? All countries have different cultures, and people’s
preference for what they see is influenced by their own culture. Although
there seems homogenization and similarities all over the world, cultural
differences still exist, for example, some countries pay attention to the
eye contact while talking, but it is embarrassing in other cultures.

3. Family, society and religion are unique elements to build the society,
arousing different feelings. The mechanism decides our reaction,
although the inside of humans is the same, the ways of expression are
different, so the strategy is important before communication. So when
designing the package, we should consider whether the impacts of
brands or packaging design for people from different countries are the
same. Anyone who sees the food, his brain consciousness will judge
whether the food is delicious, and send out the signal, but different
nations have different reactions. If the customers think themselves love
the food by seeing it, their love for the products can be explained from
the rational level. The packaging design is finding the origin of the
physiological mechanism, which is Food Appeal.
How do we convert the concept of Food Appeal, so it can have effects on
more customers? The answer is through the pictures illustration,
photography and the adjustment after photography. Faced with
unfamiliar products, customers are constantly trying to look for the
factors they are familiar, once finding a familiar picture, the brain will
immediately analyze whether the food is attractive to them.

4. The concept of Food Appeal is expressed through the combination of
many elements including logo, fonts, images, structure, collocation,
layout, whether the elements are distinctive and the harmony of the
overall packing, and then the brain makes rational judgments whether to
buy.
The human brain is divided into two parts, and one half is about the
emotion, which can feel the food or the attractiveness of the products.
The other half is about rationality, analyzing all kinds of information
about the food. However, the mission of design and the role of
advertising are to tell customers what the product actually is, and what

5. kind of impact it can bring to the customers’ body and life.
Which set of the brain the product design should be actually based on,
depends on two conditions. First of all, which stage of the life circle are
the products in, the beginning, the middle time or the end? Secondly,
what is the sales funnel of products, to mobilize more rationality or
sensibility? If sensibility, customers can experience the brand firstly, try it,
and then start to emphasize rational elements after establishing the
brand impression.
THE market competition has become much fiercer, and large retailers are

6. pushing their own branded products. Therefore, it is not enough to only
emphasize the functions of brands, but to arouse people's emotions. And
the quality of the products is in the homogenization, so the brand and
packaging design must constantly evolve and be able to engage and
excite.
The same product must convey different information to the market, and
as long as we seize the users’ friendly information, we can apply it to all
products. The brand can actually be thought as a beam of light, which is
"brand vision" for the whole system. What the customers see is a beam
of light, but the design emphasizes that there must be different colors in
a beam, and the whole is more than the sum of its parts, which is similar
to decomposing the light of product information into different details.

7. In addition to good quality, products should have the following aspects:
the first is the quality, which contains the quality of raw materials, the
quality of manufacturing process, the quality of environmental
relationship and even each procedure of the supply chain. The second is
the beauty of products, and products convey a sense of beauty to people
through the packaging. The third is the function. The fourth is the
transparency, such as consumers know the production and the whole
process of the supply chain.
In addition to the products, we should grasp the target market, such as
calculation of the expected sales according to the target market. The
enterprise design must have the insight, finding something different
from the competitors, which has taken a step forward in the brand vision.

8. The brand can transfer market positioning, consumers may be not able
to identify the best products, they may need the help of some experts,
which can be reflected in the packing, so the brand design can help
consumers choose products correctly. But the packing must provide
customers with faith in quality, a good package will give people
confidence, and quality is equivalent to how it looks.
How can consumers believe the products? This is based on the platform
constructed by the keywords, including the quality of products,
customer's values and vision, as well as the keynote and way of
communication of products.
But why do customers choose a product? The pleasure and enjoyment of
food come from the quality of raw materials, and the visual temptation of
finished products, which is a process of creation. Based on the beautiful
appearance called color, aroma and taste, then quality should be
emphasized, as Italy food brings us beauty and enjoyment.

9. Consumers in different cultures perform differently about the packaging
design, not only to eat well, but eat in style, at any time the design needs
to put eating and style together, which is the brand vision.
How do we create a food brand concept? We need to design a logo with
classic color of black and white, plus the visual simple effect to show
naturalism.

10. How to create the products conforming to the brand? Once creating the
concept, many products can be attributed to this brand, including food
purchasing, design and experts, etc., even it can extend to the quality
label of products, the label of products like water or olive oil, the label of
restaurant, the label of coffee and so on. Therefore, once putting the
ideas into the basic concept and transferring it out, we then choose
different manufacturers and put up labels. In many cases, a brand can be
only linked to a specific manufacturer, but we link our brand to more
manufacturers, which has a greater productivity.

11. In the case of Italy cookies GRISBI, it hoped to promote the brand and
packaging. We must firstly analyze the current brand value, and adjust it
to better pass it to the target consumers. Then we analyzed whether the
law of Food Appeal was applicable. What is the easiest way to find the
problem of a brand packaging design? The answer is the shelf test, which
is that we put the product on the shelf, and see whether the product is
found quickly. Many brands on the shelves have changed, but GRISBI has
a great brand value with its own target consumers, so it does not change
a lot.
The shelf testing is the best test, because the customers can not only pay
attention to their own brand, they also pay attention to that of
competitors, but they don't really compare the relationship between

12. competitors and their brands in stores. In fact, it only takes consumers
3-5 seconds to choose biscuits, and they don't spend a lot of time
deliberating. So if the packaging design cannot make the product come
out on top within 3-5 seconds, the product is a failure.
The essence and beautification are fit for the product at the beginning of
the life circle, and the brand awareness should be created in growing and
mature period, meanwhile making greater profits, but GRISBI needs
greatly change.
The first step was analyzing the target consumers, as well as the
peculiarity of the product, the property and value of the brand, and
whether the market trend could be used to enhance our brand. The

13. second step was analyzing the brand vision, whether the value and ideas
of the brand could be redesigned. The third step was creating a path, on
the one hand, it could create an additional value for the brand, on the
other hand, beyond what the customers need, we should design what is
acceptable to the customers, and know what they need now.
The product design should not only check the cognition of consumers,
but also check the brand extension. Customers may choose the products
which have elevated in the value cognition, brand or the food attraction,
as well as performed more intuitively on the shelf, and in addition, we
also need to simplify the packaging of products.

14. After adjusting the packaging, the taste of products has become more
prominent, at the same time, the logo on it is clearer. For the redesign of
another orange biscuits, the first step was conducting an internal shelf
test, trying to imitate the situation consumers go to the store shelves, to
find what is in their first sight and what they see after they step more
closely. Such simulation should be conducted when designing, repeating
the behaviors of consumers. The logo of the brand should be firstly
considered in the brand creation, then we need to consider whether to
place the taste label, and the text should be considered at last.

15. What kind of packaging is an iconic or symbolic packaging? The iconic
packing can be identified quickly with clear characteristics. So in the
design of the packaging of another GRISBI product, each single element
needs to be carefully considered. Firstly, the logo should be not only
elegant but also strong; Secondly, we should consider whether we keep
the background accustomed to the common characteristics of different
products, so as to be found quickly on the shelf. Especially, in GRISBI, we
conducted a slight adjustment of the logo to make it clearer. Then we
designed a new background to make it easier to attract people's
attention. Finally we marked different tastes with different background
colors.

16. How to attract customers when the food is not displayed? In the case of
formula milk, we need to find a trademark acceptable to people in each
region, and the trademark should not be registered. "MAMO" can make
people immediately think of the mother and babies. For children before
the age of 3, the balance of nutrition is essential, therefore, the target
consumers are often some mothers who are experienced and pursuing in
baby care. The baby products in the market are concentrating on
nutrition, but do not arouse the mother's emotions and maternal lifestyle,
for example, mothers will feel better when they feed children by
themselves. The goal of MAMO is to realize the sense of warmth of the
interpersonal relationship through the brand, which is a sense of joy and
peace of the products. For the baby food, what should be guaranteed is

17. the nutrition and health, MAMO hopes to become a reference when
mothers search the baby food with excellent quality and reasonable
price. But how can it guarantee for mothers? ——That is emotion. It is
because of food that the relationship between mother and baby
becomes warmer and closer.
The brand needs to be reflected and transmits the market information
through language and description. The design of brand, on the one hand,
emphasizes care, efficiency and science, on the other hand, it emphasizes
pleasure, favor and confidence. So although baby food is a kind of
scientific product, in the aspect of the concept creation, what MAMO
emphasized is different.

18. Firstly, MAMO emphasized the relationship between the mother and
baby through the packaging, but the simplest way is through games, at
the same time we must ensure the high quality and creativity. Secondly,
we emphasized the vitality, letting mothers believe that products can
bring vitality to the children like music. Thirdly, we emphasized the
quality contacted by mother and baby, so the product has used many
cartoon characters, and even around which to write stories, according to
different ages from 1 to 3, there are three different packaging.
When mothers choose the powdered milk, they think that the cartoon
characters are telling stories, emphasizing the safety and health of the
product, and bringing the enthusiastic relationship between mother and
child.