~ DBA - Concept generation ~

As a group (Me, Florence, Amelia and Taime) we had a group discussion and initial ideas generation session. 

We initially discussed how we wanted to market the 'smart drug' and what our target audience should be. We considered possible target markets being

- Gamers

- Students

- Surgeons or people in concentration demanding professions

- Older people looking for a feeling of 'youth'

We then went on to discuss how we could be all inclusive of all areas of these target markets rather than limiting the brands reach. We decided variations tailored in 'ingredients' and design treatment within the brand could ensure all markets were effectively targeted. 

I did some research into an area I had come across previously - the idea that within the Human race we can divided into 16 personality types and those into 4 categories - Analysts, Diplomats, Sentinels and Explorers. 

We collectively decided we could use these 4 personality types within our concept and effectively market towards all four. 

Our concept is that each personality type will be given a variation of the drug scientifically 'tailored' to bring out the best concentration, focus and inspiration for their personality. Within this concept we will also identify a design 'style' and theme that matches with each personality and appeals to certain characteristics of such. The overall brand will follow the same basic packaging, logo, typeface, format and colour rules but the design style and wrap around packaging will differ dependent on which personality type it is being marketed towards. The brand/marketing would offer an online quiz in which potential customers could find out which personality type category they fit within and then go on to advise the user on which of the tailored products therefore would work best for them. 

https://www.16personalities.com/personality-types

I used the descriptions on this personality identifying website to inform the decisions into what design styles/aesthetics would be used for each variation of the drug. 

Explorers - Kitsch, erratic, colourful 

Sentinels - Minimal, modernist, simple

Diplomats - Post-modern, positive, hand rendered, earthy, textures

Analysts - Avant Gard, structural, clean, architecturally inspired 

Due to their being 4 of us in the group we decided to take one design each to create a 'wrap around' illustration/pattern/design for our chosen personality type. Mine being Analysts.

We used the website COOLERS to experiment and browse through some possible colour-schemes. We wanted to use colour theory to portray something positive, attractive and not 'corporate' and medical; we felt avoiding dark blues as that is usually associated with NHS and prescription medication. 

We eventually decided on this colour scheme as the monochrome elements allowed for a professional and clean appearance and the warm red and orange were suggestive of energy, power and concentration. We wanted something really punchy and bold in comparison to the market competition which appeared as corporate, serious and medical.

Our final group decision was regarding the marketing for the product rather than the design. We discussed varying ways of packaging/ingesting the concentration 'drug' and how that would effect the brand. We felt traditional forms - mainly pill form was too prescription drug related and could put many potential customers off - particularly for those already taking multiple supplements regularly. 

We came to the conclusion that a liquid form would make the product stand out from competitors and appeal as more of a pleasent experiance in comparison to swallowing pills. Possible packaging formats being, dropper bottle, pour out bottle, individual sachets.