I've picked the four big supermarkets: Tesco, Sainsburys, Morrrisons and Asda. I wanted to
Tesco's Everyday Value Range
Tesco's redesign from the blue vertical stripes, which screamed cheap, has really helped the success of its products. The products packaging is an off white colour this has removed the stark contrast between colours, a large amount of white space contributes to the association of a cheap product. Each package uses two colours plus stock, this not only keeps printing costs down but also unifies the products with a simple design style. A pattern is created on each package by using the two colours to create symbols that represent the food in the product, the style remains consistent but the pattern is unique to the product meaning the design works when you are looking at one product or if you are viewing the whole range. Tesco's has also brought in the use of photography, being able to show what the product looks like on the inside is reassuring for the customer because it gives them a good idea of the products quality. Another significant change is the name; from Value to Everyday Value. 'Everyday' suggests a conventional product that is used by the masses, its normal and acceptable to buy rather than leaving the consumer with a guilty feeling of scrimping and being cheap. Consumers feel more comfortable buying and trying products because the packaging design is reassuring.
Sainsburys Basic Range
In my opinion, this is the worst out of all the basic ranges. Sainsbury's have succeeded in showing consumers it is a basic range because the design itself is so basic, and boring! The designs do not engage the audience or excite them so why would they choose to buy this product? It hasn't explored colour at all and although orange is recognisably Sainsbury's I don't think it has done the product range any favours by solely using it as the designs just look bland and plain, this then reflects onto the product inside. One element I do quite like is the hand rendered type, this quick but clear styled writing gives the product a more personal approach and works across the range of products. The illustrations look as if no time or consideration was put into them, simple illustrations can be effective but these look like they were taken from quick thumbnail sketches with no time left to re-do them. The packaging has no personality or flare so it isn't really recognised, it just blends in.
Morrisons Savers Range
Morrisons have been more playful with their designs by incorporating the product into an almost stamp like illustration. They have been kept really simple, by just block colouring the illustration it leaves room for the type to be placed over the block colour. The font is hand rendered which fits in with the fun style of the designs implying that the basic range isn't that basic - it has character and personality. The packaging has been kept white, this makes the colourful designs stand out more, a range of colours has been used across the packaging to relate to the product inside, i.e orange juice is orange. The designs themselves only use one colour, this gives each product a defined style whilst still working harmoniously with the others. The designs are clear and recognisably the cheaper range, however the designs are more exciting and engaging than Sainsburys.
Asda Smart Price
Asda's design uses a combination of illustration and imagery to present the products. The images show an accurate example of what is in the box whilst the illustrations give the imagery context i.e the bowl, spoon and service it is sat on. Each design uses one predominant colour, dependant on the product category, for the illustrations. This works well because the illustrations should add to the imagery not take over them. One colour is enough to give context to the picture whilst keeping the focus on whats actually in the product. The sans serif font uses the same colour as the illustrations to tie all the packaging together, the product name is always kept in the top left, this adds consistency between the range whilst also making it easier for consumers to quickly recognise the products. The name 'Smart Price' is well chosen as well, the word smart means people subconsciously like the product to a wise purchasing decision rather than a cheaper alternative.
Looking at the four big supermarkets designs has been beneficial. It has been interesting to see the different approaches that they have all taken when it comes to promoting and selling their value range. Asda and Tesco have opted for incorporating images of the product whilst Sainsburys and Morrisons have not. The use of colour has also varied; Sainsburys has just stuck with the recognisable orange whilst the other three have changed the colours used with different category products. Morrisons uses a range of colours throughout the designs but is limited to one colour per product, whilst Asda and Tesco use
One thing that is clear with all the supermarkets is that they have a clear and simple theme thats versatility allows it to be used across all the product lines.
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