Design Presentation Good Design

www.mms.com/us/premiums/

M & M’S BRAND
PREMIUMS CHOCOLATE CANDIES

Raspberry Almond
“Fun, flirty flavor in the prettiest pink! Enjoy tart and tantalizing raspberry-flavored white chocolate with a dark chocolate swirl surrounding a crisp almond center. Take a package along to enliven your afternoon pedicure – or share them with a hot date!”(www.mms.com/us/premiums/)

M & M’S corporation, has created a new premium chocolate product with five new fancy flavors of M & M’S. Chocolate Almond, Dark Chocolate, Triple Chocolate, Raspberry Almond, and Mint Chocolate. Obviously aiming at a female demographic by suggesting taking a box to a pedicure or on a hot date. The particular M & M’S are more than double the price of the regular M & M’S.

The color on the packaging was the first thing to catch my eye. All five boxes are dark jewel tones with a contrasting swirl or dots pattern in the same color, but with a brighter intensity and lighter value. Also, the silver background on the logo is highly metallic giving it a pop too. I actually get the impression they meant these boxes to look like celebrities on the red carpet with the camera lights flashing on them. The light of the fake flash from the cameras, is achieved by changing the hue and saturation of the color.

The shape of the box is not only pleasing to the eye, it has a sense of being worth more just because of the packaging. Even though these boxes only hold 6 oz. (less than a cup), vs. the bigger bags that are typically a pound, it seems worth it to me as the consumer. The lines on the box themselves, create an illusion of being bigger than they really are. The sides concave, creating a subtle curve almost looking like the figure of a woman’s body. The product window on the box reveals the almost glittering candy with several different contrasting colors.

Gestalt Principles: Law of continuity stood out to me first. The lines of the box are concave creating the illusion of being taller. The law of proximity and similarity come into play with the candy itself showing through the clear plastic window. We see the candy and assume that all the candy in the box is the same. The law of closure is seen by looking at the candy and filling in the gaps that even though we are seeing the product through the tiny clear plastic window on the box, we assume their shape is round/oval.

Figure/Ground Relationship: The figure is the candy that can be viewed through the small clear plastic window on the box. The ground is the box that so beautifully displays that product.