Imagine walking into a supermarket and going to the isle dedicated to sweets and chocolates. Here, you are likely to find a section with a variety of block chocolate bars. These are often presented as a package in the form of a rectangle which are usually the same standard size. Most often people go after brands they already recognise. Or perhaps they go for certain flavours or zoom in on 85% dark chocolates and above. This narrows down the search and they quickly decide which chocolate to pick.
However, suppose you go to an upmarket supermarket or specialist chocolate shop where you are presented with many chocolate bars that you don’t recognise. A good example is going to Whole Foods supermarket (which is now owned by Amazon). If you have a local branch, pop in one day and see the chocolate section for yourself. You will see a large selection of chocolate bars that you have never seen before, all claiming to be high-quality, tasty, organic and made from beans in some tropical country. The only differentiator is the price and the design of the chocolate wrap.
This is the dilemma every chocolate manufacturer has: how to design the chocolate packaging to sell. If you were a chocolate manufacturer, you want to get this design and pricing right. In the absence of brand recognition, they are the only things you have that makes the difference between a purchase and a pass.
The aim of this exercise is to help delegates practice various aspects of design that goes into making chocolate bar packaging. We will ignore the pricing part and instead focus on design. If all prices were the same, which chocolate bar will a customer choose?
This exercise is ideal for teambuilding scenarios where delegates are involved in design or marketing. You can then cover a large set of topics under a single exercise, such as product design, teamwork, leadership, resource management, marketing and artistic design. It is also great for kids and young delegates.
You can use this exercise in art courses and focus mainly on design aspects and product packaging. In short, there are many applications and you can use the instructions provided here as a template and tailor it to your own needs.