Design a Can

Purpose

To begin to understand the value of packaging in promoting a product.

Activity

As a class, students discuss how packaging design can be used to promote a product.

Students brainstorm a list of features on the packaging of foods or beverages, such as company logo, brand name, weight/volume of contents. They discuss which of these features are labelling requirements such as the listing of ingredients.

Students are to prepare a design for a can of beverage. First they decide on their target market: males or females, adults or children? Encourage older students to be as specific as possible. For example, they can define their target market by where they live, their work, age, income or sex. Personality, interest and lifestyle are other factors, as well as habits in buying and using products. Students write up a profile of their target market.

Students describe the beverage they wish to make to meet the needs of their particular target market: taste, colour, smell, nutritional information and so on. What are the benefits of their product over similar products on the market?

Students prepare a rough design of the can using the following points as a guide:

• What size is the can? Is it a standard size? If they choose a non-standard size, they justify their choice.
• How are the product’s benefits shown?
• What is the brand name of the product? Will it appeal to the target market? Is the typeface appropriate?
• What colours and graphics will appear on the can and why?
• Will the can be embossed?
• What is the company logo?
• What additional information do they wish/need to supply: ingredients, serving suggestion, company contact details, recycle information?

Students finalise their designs. Older students may be able to use desktop publishing to prepare their final copy.

Students present their designs. They may like to guess the target market of other students’ designs.

Extension

Students may like to prepare a newspaper or magazine advertisement, a television storyboard or radio advertisement for their product. Encourage them to choose a medium that best suits their target market.

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