Are you looking for tasty juice or tasty looking juice packages? People often find it hard to make decision in the store to select a product because there are numerous products with the same content however the visual form and color of the package makes it easier for us to make our decision.
Naoto Fukasawa is a Japanese product designer who was born in 1956. Naoto graduated from Tama Art University in 1980 and later established Naoto Fukasawa Design in 2003. He works on product development for many established brands and companies around the world and has also won numerous awards for his hard effort. He was announced as one of the world’s most influential designers by Bloomberg Businessweek.
Naoto’s design thinking is to design “without thought”. Often Naoto contrasts his way of approaching design to the act of walking. His theory is that when you are walking, you do not actually think about your legs, shoes or the floor you are walking on, you just walk, which means your body already knows where to place your feet without thinking. Your body is naturally and inevitably synchronized with the environment subconsciously. This makes the product familiar as if we have seen or even used them before. When design is invisible it becomes the most visible one. He sees design process as not just about manufacturing things but rather reading the mind of users and creating seeming less interaction in between the users, environments and objects.
Naoto designed a series of creative “Juice Box Design” in 2004 for the Haptic Exhibition in Tokyo. The Juice Box designs including strawberry, banana and kiwi fruit are colorful, innovative and interactive. Those Juice Box designs emphasize on the natural aspects of the product by mimicking the external appearance of actual fruits. These fresh looking juicy package designs immediately identify the content that’s inside of the packages to the audience even without any written explanation. Firstly, the vivid bright color that represents each fruit strongly draws our attention and then, the highly detailed texture of the external layer makes us think and question ourselves whether these are actual fruit or not. Also, because of the natural and realistic looking texture, such as seed-texture of the strawberry, many people would like to feel, fidget and play with the product.
Doctor Design has designed a series of juice packages called “Juice On“, which carries similar concept to Naoto’s design. The form of the container is not much different from other ordinary juice container, it is simply covered with a high resolution image of the actual fruit instead of any detailed texture to emphasize the natural look of the fruit. Each image shows different color that represents each fruit and internal look of the fruit to stimulate our taste and that also clearly identifies the contents inside. The taste of the juice and the visual form of the package will remind us of the nature of the actual fruits as we drink out of those juice packages.
people may come to appreciate the value of nature with the taste and design of the juice packages.
The concept of juice package design is quite similar to the fake plastic food that are often seen in Japanese restaurants which they keep as in display. The fake plastic food draws attention by its visual form which introduces the food and which stimulate our senses as if we are experiencing the taste of food even before ordering them.
On contrast, “All in one”, the 12 course meal by Chris Godfrey carries completely contrasting design concept as well as the visual form from the juice package designs. The container is designed with simple typography without any related imagery of the food inside. Because of that it is hard to identify the contents. The actual food inside of the container is visually unpleasant, rather repulsive and as a result people would lose their appetite. Chris explains, the ingenious notion behind the product is an attempt to confront everyday consumerism in societies.
Designing shape is to provide form to values that individuals tacitly share and desire for. When customers see a package design that truly stimulates their senses, they are most likely to purchase the product. Here, many individuals could question themselves, why does this happen during the decision process? It’s because visual stimulations are a natural form of communication for most individuals. The suitable package design can inspire or inform a potential customer to a point where they are persuaded to purchase the products, not just for once but possibly continuously. Naoto visually captures these values and draws the exact outline of them and that creates intimate relationship in between the user and the product.
This is why the manufacturing industry spends vast amount of money on its branding and package designs since they represent the contents of products and appeals to our senses, which encourages us to purchase the products without thinking too much.