Minds On

Packaging design for a specific audience

Did you know that packaging is designed to appeal to a specific audience? Compare and contrast the candy packaging that may have two (2) different intended audiences. What do you notice? Note: Intended audience is the group of people a product is designed for.

Press the ‘More info’ button to access the Candy packaging descriptions.

The candy packaging on the top has a background with sparkles and text that reads “Suckers” in fun letters. There is an image of a cartoon vampire wearing a cape. Next to the vampire, there’s a big candy with a swirl and sparkles on it. A few drops are coming out of the candy. There are candies of different sizes surrounding the bigger candy.

The candy packing on the bottom has a plain background and text that reads “Fruit Goodness.” There is an image of a small fruit on each side of the name. Under the candy’s name, there is an image of a big candy with a swirl.

Now, consider the following questions:

  • Who might the intended audience be for each candy package? How do you know?
  • What do you notice about the first candy package?
  • What do you notice about the second candy package?

Why do you think packaging is important?


Task 1: Analyzing packaging

Find a description or picture of an object or product that comes in a package.

Are there:

  • pictures?
  • characters?
  • shapes?
  • fun letters?
  • jokes or other features used to make the packaging appealing?

The advertiser uses these techniques to catch people's attention and get them to choose their product. List the techniques you can identify. Use the following question to guide your reflection.

Answer the following question!

Examine the packaging of the item you selected. What conventions and techniques did the advertisers use to get your attention?

Examples include:

  • a design that is appealing
  • size and style of the text
  • images of the product or important words about the product
  • cartoon characters or favourite characters from TV shows or movies

You can record your answers using your notebook, the computer, a descriptive audio clip, or a method of your choice.

Task 2: Designing your own packaging

Design your own box for a product of your choice!

Questions to guide your design

Consider the following questions to plan the design of your box:

  • What techniques and conventions will you use to make this product appealing?
  • Who is your target audience?
  • Will you include words, photos, or drawings of the product?
  • Will you include people from your target audience enjoying the product on the box?
  • Will you include a TV or movie character on the box?
  • What text will you include on the box?
  • What designs will you use on the box?

Record your design plan on paper, on the computer, as a detailed audio description, or using another method of your choice


Designing for a different target audience

Change the intended audience for the product. How would you design the box if the target audience was adults?

  • What type of design would you use?
  • How would you change your text and messaging?
  • What other items might you now include on the box?

Record your ideas on paper, on the computer, as a detailed audio description, or using another method of your choice.


How do you feel about what you have learned in this activity?  Which of the next four sentences best matches how you are feeling about your learning? Press the button that is beside this sentence.

I feel...

Now, record your ideas about your feelings using a voice recorder, speech-to-text, or writing tool.