Like the billboards, the packaging of fruit and vegetables is an advertisement. The format and design of the packaging is based around the target audience and the idea the brand wants to convey. Unlike billboards, though, the advertising on fruit and vegetables is more informative and works upon the idea that the audience is already at the supermarket, and so the advertising informs rather than suggests.
Fruit and vegetable packaging employs standard fonts and simple, informative labels. As people walk around the aisles, the fruit and vegetables are displayed and a lot of the time, the fruit speaks for itself; like the appeal of the green Melon or vibrant Paw Paw. The supermarket itself revolves around the objects within it, and these are the centre of attention. Often there are labels like the “SAVER” label, which draw attention to specials, and use contrast and bold type to draw attention.
The supermarket works essentially as a vessel for these products and I think it’s important to note that the institution is called ‘New World Metro’ and is positioned in a very busy spot on Willis St. People are often moving through here in their lunch break or on the way to somewhere and so the layout and atmosphere of the supermarket also effect the way the products are labelled. The fruit and vegetable section is the first you walk through, and you must go through the fruit and vegetables to get anywhere. A lot of the advertising, such as the saver label, has to quickly draw people in, while still providing valid information. On the products, the price is the first thing you see, and this helps people make quicker decisions easily.
Some brands, when there is competition employ other tactics to sway the choices of the consumer, and again have a target audience. Pictured above is an All Good bananas brochure, which was the only one of its kinda we saw. It showed that more so than other fruit brands, All Good were trying to sell an idea; that they are “NZ’s Best Kids Food”. They are also advertising the symbol that their bananas are fair trade certified. It shows that All Good are trying to sell an image of virtuousness.
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