Christopher Lawson Epicurean Food Merchant Products are supposed to target up-market spenders. This is because the products offered are high quality and handmade. These organic goods are made for those who would not mind spending a couple more dollars on a good, healthy, organic and tasty product. The image that the product labels like to capture is that of high class goods.
The logo was done in a colorful manner, using the fonts Rockwell and Times New Roman. There are soft shadows used behind the tomato to bring in a sense of ease. This is used by creating a smoke or cloud effect. This softens the lines used for the background. The lines are to represent sturdiness and familiarity1. The Rockwell font looked slim and sleek. This reminded me of vines in an orchard. This font was used because it seemed to blend most with the tomato. Times New Roman is a very familiar font. Our consumers need to be familiar with the products and the food. We do not want to scare them off with things that are too far away from their comfort zone.
The font Times New Roman is most used in all type written work. We want them to relate to the products and feel familiar with what they are holding in their hands. A vector tomato was part of the logo, bringing an organic look. The idea of the logo was for it to stay close to its homemade roots. Warm and familiar colors were used in the background, giving a bright and appealing look. The tomato is the main image in the logo, this is because the Epicurean products revolve around the tomato and its many uses. Studies have related color and appetite. There are certain colors that will trigger a human’s appetite more than others.
The most appetizing color is known to be red2. This is why a number of fast food chains are decorated in red. This stimulates the appetite because it gives off certain feelings that remind people of energy and intimacy. We want the consumers to feel familiar with the products that they are purchasing. The logo has to have that homemade feel that will bring people back to their childhood. The colors used in the logo are warm and inviting. The yellow used in the background is supposed to increase appetite. This is another color commonly used in fast food chains3. This relates to happiness and a sense of home. The more people feel welcomed and at home, the more they are likely to be hungry. The greens are used to represent healthiness and organic products. Blue is the least likely to be used in food products. This is because blues and shades of purple are known to be the least appetizing of colors. However, the blue used here is a light and warm shade of blue. It is a warm color that represents tranquility and the Mediterranean, where tomatoes are used as sauces. This is to show freshness and a sense of home.
The jar label was done in a simple manner. The logo was placed as the centerpiece. It is taking up most of the front space. Right on top is the product name: “Spicy Tomato Sauce”. This was done in red and in Vladimir Script. This font seems enticing and seductive, giving a bit of a kick to the “spicy” in the product name. Again, red is used here because it is an appetizing color. The deep red represents the spicy tomato mixture used for the product. It is an intimate and familiar color that pops up with energy. The label is simple because it is to give more attention to the tomato sauce actually inside the jar. Right under the title is the blurb about the product, this is done in dark blue Times New Roman. The label did not stray far from the logo since the goal is to stay true to the products. The blurb talks about the product being handmade by Grandma. The color is to represent familiarity and authenticity. Since blue does represent the Mediterranean, we would like consumers to feel like the manufacturers of this product know where their roots are. The line “just like Grandma used to make” is to invoke, again, a sense of familiarity. We would like consumers to reminisce on their childhood, remembering wonderful dishes made during the holidays by people they love. The words “handmade” is repeated right under the corporate logo because we want people to associate the logo with good, organic and handmade food.
The use for the product is done in big red letters to entice the appetite. When you are reading the red Times New Roman font, you think of the sausages and meats you can mix the sauce with. This gets readers a mental idea of what they can use for the sauce, at the same time triggering their appetite and appealing to their senses4. The nutrition facts are easy to see and find. This is because the nutritional value of the product is high. Since it is made with all organic and natural products, there are no ingredients that are bad or that will draw people away from the product. The contact details are placed right above the nutritional information. This is on the right side of the product name. People can associate the name with the contact details and the manufacturer while the jar is in their hands. The details are put in a big font of Times New Roman so that people will find it easy to spot the contact details. Other information is placed in the bottom part of the jar. This is to show the natural and organic ingredients used for the product. Times New Roman is again used so that people feel familiar with the mix put in the food. The simplicity of the label and its straight-forwardness will be used to emphasize the color of the tomato sauce that is actually in the clear jar. Consumers will know right away that the product they have is good, organic and appetizing5.
The recipe card, like the label, is simple. The logo is placed at the left hand side of the card so that it is the first thing that consumers will see when they hold the card in their hands. The title of the card is done in Rockwell. The size of the font is not overwhelmingly big, but a couple of words are highlighted. The font is sharp at the edges and it curves in a very round manner in some letters. Like stated above, this is reminiscent of tomato vines. The title is in green to represent a healthy and organic way to enjoy some meals. The color green is known to be a “safe” color6. In earlier times, safe food were things like lettuce, apples and cucumbers. This is known to represent organic foods and healthy eating. Since the tomato pickles are organic, healthy and fresh, the green title emphasizes this. People will want to know more about what the recipes offer because it is good for them.
The recipes are organized in a way so that readers can easily scan through the card. Each title is done in red to entice appetite. The font used for each recipe is Times New Roman, not only is this for a familiar feel, it is for ease in reading. The font size is perfect for the card, not too big and not too small. Right under all the recipes is the slogan “devoted to the pleasure of eating”. This is done in deep blue, which is representative of the Mediterranean, where eating food for pleasure was done. The font used was Vladimir Script to ad a sense of elegance and style to the card. This is placed right at the middle, so that it is one of the first things that readers can see.
On the other side of the card is the nutritional information of the green tomato pickles. And a “Mix & Match” tip right next to it. These helpful little paragraphs will allow readers to know the nutritional value of the food they are about to enjoy and other ways to have fun with the recipes. These are, again, in Times New Roman, for the effect of familiarity. The font size is done a bit bigger so that the readers will know that the nutritional value of these products is important and that they are good for your health. Food from Italy and all over the Mediterranean are known to be healthy and organic7. This is the reason why the Mediterranean diet is so popular amongst people. The blue in which the contact details is written is supposed to represent that. People can then associate the manufacturer with food from that specific land and health. Also, a deep blue makes it easier for people to spot the contact details amongst the other paragraphs in the card. The Logo is placed right on top in the middle of the page. This is less prominent than on the other side. It is to show familiarity and so that people will still grow accustomed to the brand. A large photograph of a green tomato is used in the far right hand side of the page. The photograph is zoomed in the tomato so that readers can see how fresh the products are. There is a hand right behind the tomato showing that it is handpicked and very appetizing.
The first page of the editorial layout is very simple and clean. The title is the prominent part of the page. It is done in white Rockwell font, taking up about one fifth of the page. The title rests on top of a green washed background where a gradient is used. The green is representative of the organic products that Epicurean serves. It is meant to evoke a feeling of safety in the products and a feeling of home and familiarity8. Since the target market for the products are those who would not mind spending, the message that the products belong in the home should be communicated to consumers. The white font of the title is to show a light and tranquil sense, letting readers know that this is a good read that will benefit them. The small photograph used is of Lawson, checking some of the tomatoes. The photograph lets people know what the article is about right off the bat. This photo of Lawson is right under the first box quote which is done in red. The quote talks about how Grandma Eileen was a superb cook. The writing is in that particular color to trigger appetite. Right before reading the entire page, you will know that the article is about good food and good eats. The first page is done in a way where it is not cluttered and that all the information flows in a good manner. There are not too much images that will overwhelm the reader. It is also done in a very simple way as so that readers will be enticed to know more about this “pickle king”.
The second and third page is a full spread where the photograph taking up the entire third page and some of the fourth is the centerpiece. The photograph is of a bowl of tomato sauce and some sausage rolls. This is placed in the right hand side of the spread and is focused on the food. Most articles about food use macro lenses to show the texture and true color of the food9. The deep red of the tomato sauce is very appetizing and compliments the white bowl very well. The writing for the article is not too cluttered and is arranged in two columns for an easy read. The second box quote is done in green to show the healthy and organic aspects of the products that Lawson serves.
The last page for the editorial shows a recipe for sausage rolls and the tomato sauce. There is also a picture of Lawson used in the spread. A little description of the recipe and Lawson’s thoughts on it are placed right next to his photo. This is to show readers who the person behind the products is. This will help them feel familiar with the brand as well as comfortable with their purchase. The recipe is accompanied by a great photograph of the sausage rolls right in the bottom right hand side of the photograph.
Bibliography
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Blake, Katie (2012). “10 facts about how colors affect your appetite”. All Women’s Talk.
Retrieved from http://allwomenstalk.com/10-facts-about-how-colors-affects-our-appetite/
Johnson, David (2012). “Color Psychology”. Info Please. Retrieved from
http://www.infoplease.com/spot/colors1.html
Lovett, John (2012). “Design and Color”. Watercolor and Mix Media Artist. Retrieved from
http://www.johnlovett.com/test.htm
The Mediterranean Diet (n.d.). Best of Sicily. Retrieved from
http://www.bestofsicily.com/diet.htm
