i

TITLE

GRAPHIC DESIGN APPLICATION IN IMPROVING

TROPICAL HEAT'S BRAND IMAGE

BY

MARTIN MUNENE OMBUKI

B05/29127/2009

A project paper presented in partial fulfillment for the award of Bachelor of Arts

(Design) degree

In the School of The Arts and Design, University of Nairobi

Date: 8th February, 2013

ii

DECLARATION

I, MARTIN MUNENE, do hereby certify this work is entirely my own and that I

have indicated all sources (printed, electronic, personal.) that have been consulted.

Any sections quoted from these sources are clearly declared and indicated and the

source are explicitly given. I further declare that I have included acknowledgment

of the name(s) of any person(s) consulted in preparing this project paper. Unless

otherwise stated, no parts of this work have been published before submission.

OMBUKI MARTIN MUNENE

B05/29127/2009

SIGN.......................................... DATE:...........................................

SUPERVISORS

MR. MUREITHI KINYUA

SIGN.......................................... DATE:...........................................

MR. MUTUNE WA GITAU

SIGN.......................................... DATE:...........................................

iii

ACKNOWLEDGEMENT

I would like to take particular note of the following people, who supported me

during the development of this research and thus contributed and facilitated its

completion:

I especially thank Mr. Mutune and Mr. Kinyua, who were my supervisors

throughout the project. I was glad to get constructive criticism, support and advice

from them. Moreover I would like to thank Margaret Ngea, the Sales and

Marketing Manager at Deepa Industries for her cooperation. I also thank my

classmates, who have contributed to my development during the last four years, it

was a pleasure to spend and share a great time with you : )

iv

DEDICATION

I dedicate this project to my family who have seen me through my entire life as a

small child and student.

v

LIST OF TABLES

NAME DETAILS Page No.

Table 1: Graphical representation of number and type of 52

respondents

Table 2: Graphical representation of Employees happy with 53

current image of the company

Table 3: Graphical representation of Brand's current image 53

Table 4: Graphical representation of use of spices and herbs 54

Table 5: Graphical representation of preferred spice brands 55

vi

Page No:

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41

43

60

61

61

62

62

62

63

63

63

64

64

Name

Fig 1:

Fig 2:

Fig 3:

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Fig 14:

Fig 15:

Fig 16:

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Fig 18:

Fig 19:

Fig 20:

Fig 21:

Fig 22:

Fig 23:

LIST OF FIGURES

Name

Tropical heat logo

Spice packaging

Spices packed in pouch-in-carton

Branded consumer packs of ground spices

Plastic pouches for whole spices & powders

The coca-cola logo

Nike logos

Cussons logo

Bill board example

Advert example

Food photography

Food photography

Beef masala: dull packaging

Pure ground corriander

Curry powder

Black pepper

Chicken masala

Citric acid

Herbs packaging

Spices packaging

Seasonings packaging

Tropical heat's beef masala

Polythene packs

vii

LIST OF SAMPLES

NAME DETAILS PAGE NO.

Sample 1: Product adverts. Tropical Heat 58

Sample 2: Happy holiday advert 59

viii

Contents

TITLE i

DECLARATION ii

ACKNOWLEDMENT iii

DEDICATION iv

LIST OF TABLES v

LIST OF FIGURES vi

LIST OF SAMPLES vii

TABLE OF CONTENTS viii

CHAPTER 1 .............................................................................................................................................. 21

BACKGROUND ......................................................................................................................................... 2

1.1 INTRODUCTION .................................................................................................................................. 2

1.1.1 RECENT DEVELOPMENTS ....................................................................................................... 4

1.1.2 THE PRODUCT ............................................................................................................................ 4

1.2 BACKGROUND TO THE PROBLEM ................................................................................................. 5

1.3 PROBLEM STATEMENT ..................................................................................................................... 5

1.4 OBJECTIVES OF THE STUDY ............................................................................................................ 5

1.5 ASSUMPTIONS OF THE STUDY ........................................................................................................ 5

1.6 SCOPE OF THE STUDY ....................................................................................................................... 6

1.7 JUSTIFICATION OF THE STUDY ...................................................................................................... 6

1.8 LIMITATION OF STUDY ..................................................................................................................... 6

CHAPTER 2 ................................................................................................................................................ 7

LITERATURE REVIEW .......................................................................................................................... 8

2.1 PRODUCT CHARACTERISTICS AND THEIR BACKGROUNDS ................................................... 8

2.1.1 EARLY HISTORY ........................................................................................................................ 9

2.1.2 IMPORTANCE OF SPICES ......................................................................................................... 8

2.2 GRAPHIC DESIGN ............................................................................................................................... 8

2.3 PACKAGING ....................................................................................................................................... 13

2.3.1 THE FUNDAMENTALS OF PACKAGE DESIGN ................................................................... 14

2.3.2 THE BASIC ELEMENTS OF PACKAGE COMMUNICATION.............................................. 14

2.3.3 FUNCTIONS OF PACKAGING ................................................................................................... 8

2.3.4 PACKAGING REQUIREMENTS .............................................................................................. 20

2.3.5 PACKAGING MATERIALS,SYSTEMS FOR SPICES ............................................................ 20

ix

2.4 CORPORATE IDENTITY ................................................................................................................... 21

2.4.1 VISUAL IDENTITY ................................................................................................................... 21

2.4.2 BRAND LOGO ........................................................................................................................... 22

2.4.3 CORPORATE BRANDING ........................................................................................................ 24

2.5 ADVERTISING .................................................................................................................................... 25

2.5.1 OBJECTIVES OF ADVERTISING ............................................................................................ 29

2.5.2 IMPORTANCE OF ADVERTISING .......................................................................................... 29

2.6 PHOTOGRAPHY ................................................................................................................................. 31

2.6.1 COMMUNICATION IN PHOTOGRAPHY ............................................................................... 32

CHAPTER THREE

RESEARCH METHODOLOGY ............................................................................................................ 34

3.1 RESEARCH METHODOLOGY .......................................................................................................... 35

3.2 OVERVIEW OF CHAPTER ................................................................................................................ 35

3.3 RESEARCH METHODS ..................................................................................................................... 36

3.4 DIRECT DATA SURVEY ................................................................................................................... 37

3.5 RESPONDENTS .................................................................................................................................. 38

3.6 INSTRUMENTATION ........................................................................................................................ 39

3.7 ETHICAL CONSIDERATIONS ......................................................................................................... 39

3.8 DATA PRESENTATION METHODS ................................................................................................ 40

CHAPTER 4 .............................................................................................................................................. 41

FINDINGS, ANALYSIS AND EVALUATION ..................................................................................... 42

4.1 TABULATION AND ANALYSIS OF RESULTS .............................................................................. 42

4.1.1 QUESTIONS, INTERVIEWS AND OBSERVATION ............................................................ 42

4.2 ANALYSIS OF RESPONSE OF QUESTIONS .................................................................................. 47

4.2.1 RESPONSE FROM STAFF ....................................................................................................... 47

4.3 PROBLEM ANALYSIS AND EVALUATION .................................................................................. 48

4.3.1 ADVERTISING .......................................................................................................................... 48

4.3.2 PHOTOGRAPHY ....................................................................................................................... 49

4.3.3 PACKAGING. ............................................................................................................................ 50

4.3.4 CORPORATE IDENTITY ......................................................................................................... 55

CHAPTER FIVE ...................................................................................................................................... 56

RECOMMENDATIONS AND CONCLUSIONS .................................................................................. 57

x

5.1 SUMMARY .......................................................................................................................................... 57

5.2 CONCLUSION .................................................................................................................................... 57

5.3 RECOMMENDATONS ....................................................................................................................... 57

5.3.1 CORPORATE IDENTITY .......................................................................................................... 57

5.3.2 PACKAGING .............................................................................................................................. 57

5.3.3 ADVERTISING ........................................................................................................................... 58

5.3.4 PHOTOGRAPHY ........................................................................................................................ 58

REFERENCES ........................................................................................................................................... 59

APPENDICES ........................................................................................................................................... 61

BIBLIOGRAPHY ....................................................................................................................................... 64

1

CHAPTER I

INTRODUCTION

2

CHAPTER 1

BACKGROUND

1.1 DEEPA INDUSTRIES AND THE TROPICAL HEAT BRAND

The company traces its origins to humble beginnings in 1973 in Mrs. Chandraben’s small

kitchen in the tiny rural town of Thika, about 40 kilometers from Nairobi. Products were

originally produced to meet the requirements of the town’s small population, but word of mouth

saw the company grow as its reputation spread across the country. From an initial staff of two,

Tropical Heat now employs 140 people. The original brand name was ―Deeps‖, signifying a

traditional symbolic light. In 1986, the company was bought by the present owners Navin Shah,

Nilesh Shah and Smita Shah, and relocated to larger premises in Nairobi. At the time, there were

25 staff members.

In 1992, the brand eventually secured the name Tropical Heat after a lengthy struggle to use the

word ―tropical‖, used by sweet manufacturer Tropical Mint. As the two products were not

competing, the name Tropical Heat was allowed to be used. The company outgrew its premises

and in 2004 acquired land and a building to create a custom-designed, modern and hygienic

facility. In 1990, Tropical Heat began exporting to Uganda, with Tanzania following in 1992.

A number of initiatives promoted the spices and seasonings to the predominantly indigenous

population of the three East African countries. Over time, customers learned about taste, flavor

and health benefits of spices and the market now expands with education levels. In 2004, the first

exports of some snack products started to the UK, where there is a large East African population

with nostalgic memories for traditional Kenyan foods. In 2006, the first shipment of spices and

snacks left for Australia where the brand is slowly gaining acceptance and market share.

The company has become a Kenyan leader in the packing and blending of various spices and

herbs and the brand ―TROPICAL HEAT‖ is a familiar name on supermarket shelves and in

kitchens. Tropical Heat spices contain no bulking agents, are sourced directly from the best

associated growing regions worldwide, are natural and always freshly ground before being

packed. The cleaning processes before the grinding are extremely exhaustive to maintain product

quality.

3

The other range of products which the company manufactures are Potato flavoured crisps,

Crinkle Crisps, Masala Sticks, Peanuts, Chick Peas and a range of ethnic snacks like Chevdo and

Bhusu, all packed in nitrogen flushed foil packaging to maintain freshness and taste. Most snacks

are fried using a combination of healthier corn and sunflower oils. The frying oil is carefully

filtered to remove free fatty acid buildup.

The company prides itself on its hygiene and using the best raw materials and edible oils has

acquired an enviable reputation for product quality which easily meets international standards.

The machinery used in the production processes is state of the art and sourced from renowned

European, Indian and American suppliers. Continuous research on product quality improvement,

new aesthetic packaging and a larger product range is always under process. Stringent quality

controls ensure that the product reaches the customer in optimum condition.

A new state of the art factory of 4200 square meters has just been built and this will ensure that

our tradition of excellence, range of products and keen pricing is maintained. Exports to the

European markets and the Comesa region will be greatly boosted with this increase in production

capacity.

Tropical Heat is a household brand in Kenya: At least three generations have used the brand’s

products, which include spices, seasonings and snacks. Tropical Heat offers excellent products

aimed at the high-end and middle class A, B, C1 groups as pricing is commensurate with quality.

Tropical Heat is the undisputed market leader for spices and seasonings. According to a market

share study conducted by a leading research company, as well as figures from leading retail

outlet Nakumatt, market share is currently around 25 percent.

The implementation of the ISO22000 systems ensures full control of the product from the farm

to the supermarket shelf and onto the consumer’s table. All critical control points where there is

any threat to the product quality are monitored conscientiously to ensure full compliance with

safety standards. Tropical Heat believes in consumer trust. Suppliers are vetted thoroughly and

consistently to ensure the most rigorous standards. Every employee is fully trained to follow

rigorous procedures and a highly visible standard operating procedure is used to ensure

consistency. The plant follows stringent sanitation and decontamination procedures for all

personnel, thus reducing risk.

4

Fig 1: Tropical Heat logo

1.1.1 RECENT DEVELOPMENTS

Tropical Heat recently introduced new spice jars that are attractive and easy to use. In September

2005, the company opened a new custom designed state-of-the-art factory with modern

machinery. The factory is hygienic, spacious and designed with Kaizen principles in mind for

worker comfort and efficiency in manufacturing. All offices are bright with modern amenities

including air conditioning. As the company focuses on new markets, distributors have been

appointed in the UK, Rwanda, Uganda, Zambia, USA, Tanzania and Australia.

1.1.2 THE PRODUCT

Tropical Heat spices and seasonings are aimed at a wide cross section of consumers who prefer

fresh, natural, hygienically prepared quality spices. The product has been a standard, found in

many kitchens in Kenya over the years. The company has developed special packaging and

innovative presentation of Tropical Heat products. Its new spice jars are easy to use with one

hand and have a sprinkler top to avoiding the consumer having to use a spoon: spices are

sprinkled directly onto the dishes.

For herbs, the container top has a large opening that allows just the right quantity to be sprinkled

onto food. The new grinder range supplements the shaker range and is designed to create the

freshly ground taste most cooks and consumers prefer.

5

1.2 BACKGROUND TO THE PROBLEM

Being the oldest brand in the market, one would expect Tropical Heat to have a commanding

presence in the market with a large share of the spices and herbs market. This however is not the

case, with over 10 brands in the market namely Orley's, Nature's Own, Pure Ground, Woodley's,

Top Food, Sunset Delight, Yankee Doodle, Tropical Heat is quickly losing its market share that

it took very long to acquire.

1.3 PROBLEM STATEMENT

While many companies are spending heavily on advertising and promotional strategies, the

Tropical Heat brand has shown very little concern in these areas. Although the company has tried

to bring the company back into the limelight by introducing new packaging for its products and

introducing new products, it still has some way to go to achieve maximum marketing potential

through advertising, photography, corporate identity and packaging for some of the products.

1.4 OBJECTIVES OF THE STUDY

To provide a basis for a comprehensive promotional proposal in areas of packaging, corporate

identity, advertising and photography.

To give the Tropical Heat a new corporate image thus giving it a fresh competitive edge in the

spice and food sector.

To analyze Tropical Heat's packaging of spices and snacks and their visual communication.

To analyze what motivates consumers to buy spices as a pointer towards identifying a strategy

that would enhance the graphic communication capacity of KCC's products8

To enable Tropical Heat exploit its rich history to economic advantage.

1.5 ASSUMPTIONS OF THE STUDY

It is possible to bring back the tropical heat brand to its former market leader position through

strong advertising and promotional strategies.

It is possible to utilize photography in marketing of the Brand.

6

Many factors have contributed to the loss of the company's image in terms of market scope.

1.6 SCOPE OF THE STUDY

This is a case study purely restricted to Tropical Heat brand of Deepa Industries and the spice

and herbs market. The study will also try to pin point the problems that have faced and still face

the company. It will cover the areas of packaging, advertising, corporate identity and

photography. Information will be gathered through discussions, interviews, questionnaires,

observation, comparative study, photography and literature review. I will cover the four areas of

specialization framework, in application to the Tropical Heat brand.

1.7 JUSTIFICATION OF THE STUDY

The weak visual communication for the Tropical Heat brand has prompted the researcher to take

the responsibility of improving the image based on what already exists and thereafter make

relevant recommendations.

The researcher will also create awareness to the public through visually captivating images on

what the company offers.

1.8 LIMITATION OF STUDY

It will be taxing to obtain a population sample for research since majority of the population

approached will be unwilling to be asked questions or interviewed.

Time allocation will also be too short to cover all the projected areas of this research beyond the

Nairobi Central Business District (CBD). Sampling error is also a factor especially in choosing

my sample population. Financial constraint cannot be understated.

Due to the length of the study, a significant number of respondents available in the preliminary

testing may be unavailable or unwilling to participate in the final stage of testing.

Due to the failure of sample respondents to answer with candor, results might not accurately

reflect the opinions of all members of the included population.

Due to the small/unique sample available for the study, results may not be generalizable beyond

the specific population from which the sample was drawn.

7

CHAPTER 2

LITERATURE REVIEW

8

CHAPTER TWO

LITERATURE REVIEW

2.1 PRODUCT CHARACTERISTICS AND THEIR BACKGROUNDS

Spices is a broad term used to describe herbal by-products that add flavor and aesthetic, aromatic

and therapeutic treatments to food, drink and other items. Taken from the leaf, flower, roots, bark

or nuts of a plant, spices are usually dried and ground to be mixed with other ingredients. Spices

appeal to the five senses and influence cultures and societies through trade and daily use.

Spices are aromatic substances of vegetable origin and are derived from various parts of plants

like leaves, bark, fruit, flower buds, stems, roots, seeds etc. Spices are used as condiments and

seasonings and form an essential part of food preparations as they add flavour, taste and colour.

Spices have good anti-oxidant and preservative properties as well as good anti-microbial and

antibiotic properties and therefore, are also used for medicinal purposes.

A spice adds to the taste and hence is an enhancer. Always used in insignificant quantities, it

actually happens to be dried seed, fruit, root, bark, leaf. Once added, it becomes a harbinger of

different flavors - that can be fairly be customized by adding different quantities. In the west, the

spices were crucial before refrigeration was invented- the spices preserved food by killing or

preventing the growth of harmful bacteria.

Spices have always been an intrinsic part of the Eastern life. Used as medicines, religious rituals,

cosmetics, and perfumery or even as vegetable, they have even flavored literature and the arts.

Kalidas has extensively used spices as metaphors. These are also extensively used for multiple

purposes- apart from being a flavoring agent for example, turmeric is also used as a preservative;

and garlic as a vegetable for diverse preparations. Sometimes, they take on different terms.

In the kitchen however, spices are renowned as the king - flavoring, modifying and enhancing

the tastes of everything they touch. Easily distinguishable from herbs, which are leafy, spices are

mainly used for flavoring -the famous Indian curry that has taken the west by storm is actually

cooked up by the spices. Often confused with herbs, that may be used fresh; spices are dried and

often ground or grated into a powder. They can be used both in powder or whole form.

9

2.1.1 Early history

Man's interest in these wondrous substances began early-the earliest evidence points to their

usage even in 50,000 B.C. The settling of man after being hunters, stirred the culinary interests.

As more interesting recipes developed, and different tastes acquired, trading in spices became

imperative. The spice trade initially centered around cinnamon, Indonesian cinnamon and pepper

and developed from about around 2000 BC in the Middle East.

An Assyrian myth declares that the gods drank sesame wine the night before they created the

earth. Sesame is of course a spice and its influence was widespread. Archaeologists have found

a clove dating to 1700 BC that was burnt onto the floor of a burned down kitchen in the

Mesopotamian site of Terqa- now modern-day Syria. The clove that indigenously grew in the

Indonesian island of Ternate in the Maluku Islands came to the Middle East even earlier.

References to spices abound in the ancient literature-reflecting the immense importance entire

civilizations placed on spices. In Genesis, Joseph's older brothers sold him to a passing caravan

of spice merchants traveling from Gilead to Egypt. The male protagonist compares his beloved

to many forms of spices in the biblical poem Song of Solomon. The Queen of Sheba made a

tribute to King Solomon in the form of spices, gold, and precious stones, in the book of Kings.

Concrete evidence of the use of spices emerges in the art work and writings of early civilizations.

Workers eating garlic and onions to gain strength are depicted in the Hieroglyphs in the Great

Pyramid. The first Olympians in Greece wore wreaths of bay and parsley to celebrate victory in

1453 BC. Hippocrates, the great Greek physician prescribed from a list of more than 400

medicines made with spices and herbs- about half of these are still in use today.

The nutmeg, indigenous to the Banda Islands in the Moluccas acquired a Sanskrit name,

reflecting its antiquity as well as its widespread usage in South East Asia. The spice was

probably introduced to Europe in the 6th century BC. Cloves find prominent mention in the

ancient Indian epic of Ramayana. Pliny the Elder in Romans spoke of its virtues in his writings

early in the 1st century AD.

The South East Asia emerged as a hub f spice trade as Indonesian merchants traveled to China,

India, the Middle East and the east coast of Africa laden with spices. Arab merchants controlled

the routes through the Middle East and India until Roman times with the discovery of new sea

routes. The city of Alexandria in Egypt became the main trading centre for spices because of its

10

port. Arabs were favored to trade in spices and herbs among early civilizations due t their ideal

location and he knowledge of both the east and the west.

The spice trade route of ―the Golden Road of Samarqand" quickly developed, winding through

the tortuous deserts of southern Asia and the Middle East between kingdoms. The Arabs were

masters of this route, trading locally produced goods, products from Africa with spices from the

Far East to mint fortunes. Caravans of donkeys and later thousands of camels followed the route

for generations - fuelled by an ever greater demand for spices. Years later, when flowers of

Buddhism wanted to spread their message, they took the Spice Route.

The Roman dominance began after they started sailing from Egypt to India to trade spices. The

arduous two-year voyage across the Indian Ocean was shortened once they observed the seasonal

monsoons and began taking advantage of it. Now onwards getting pepper, cinnamon, nutmeg,

cloves, and ginger from the East took only about a year.

Nevertheless, spices were a highly prized and available only to the upper class, who valued them

like gold. In 65 AD, at the funeral for Nero's wife, a year's supply of cinnamon was burned as a

mark of respect. After overrunning Rome in 410, the Goth’s leader, Alaric I, demanded 30,000

pounds of peppercorns the decline and the fall of the Roman Empire also marked a downturn in

Spice use and trading in Europe.

The middle Ages were devoted to finding newer and ever larger sources of spices as the

European culture developed. After vanquishing the Arabs, the Europeans dealt directly with

China, India, and the Indonesian islands, including the Moluccas (or Spice Islands) for spices,

and obtained astronomical returns. The lure of the lucre and adventure impelled the explorers to

seek new routes in their quest for exclusive trade. European prosperity rose and fell on the

quantum of spice trade. Marco Polo's exploration of Asia established Venice as the most

important trade port ensuring the city-state’s prosperity till 1498. The Portuguese and Spanish

soon got into the fray and soon enough the Portuguese explorer Vasco De Gamma reached India.

The constant flow of riches from pepper, cinnamon, ginger, and jewels, laid the foundation for

the Portuguese empire.

In 1492, Christopher Columbus was actually looking for a direct western route to the Spice

Islands thus opening up the New World that still dominates. Spices continued to shape history

ever after.

11

Wars for control of the spice trade erupted as the popularity of spices rose with the growth in the

middle classes during the middle ages. Wars broke out between Spain, Portugal, England, and

Holland over the Indonesian Spice Islands and continued for about 200 years.

Portuguese traders reached first by sailing south around Africa into the Indian Ocean. Their

Spanish king sent expedition after expedition to secure a more profitable spice route. Meanwhile,

Holland had prospered and gained control of shipping and trading in northern Europe. As their

influence expanded, they entered the spice trade, and overthrew the Portuguese control. By

undertaking numerous expeditions to the East Indies and setting up new deals with local rulers

they acquired the unchallenged rights to the Asian spice trade. Holland conquered the city of

Malacca in 1641, soon adding the cinnamon trade in Ceylon, the pepper ports along the Malabar

Coast and finally the Indonesian Islands .They even "fixed" the spice market- when prices fell,

they kept the profits high by burning cinnamon and clove trees. Years later, France helped to

break the Dutch hold on the market by stealing enough cloves, cinnamon, and un-limed nutmeg

from the Dutch to begin plantings on French-controlled islands in the Indian Ocean.

The British Raj was also built on Spices. In 1600 Elizabeth I chartered the British East India

Company and began the saga of British dominance for the next two centuries. In 1780, English

destroyed the Dutch East India Company and took over the spice trade.

The American dominance began after they entered the spice race in the late 17th century. With

typical American inventiveness and entrepreneurial spirit, Elcho Yale, a former clerk of the

British East India Company began his own spice business, made a fortune that later would found

the Yale University. In 1797, Captain Jonathan Carnes brought back enormous profits of spice

trade into Salem, Massachusetts by trading traded directly with Asian natives. Salem,

Massachusetts, became the center of spice trade in North America. With growing influence, the

Americans also made many new innovations. Texan settlers developed chili powder in 1835 as a

simpler way to make Mexican dishes. Techniques for dehydrating onions and garlic were

developed in California. Eugene Durkee laid down the first standards for spice purity under the

U.S. Pure Food and Drug Act in USA.

Asia still grows most of the spices but the balance of spice power shifts as more spices are being

planted in the Western Hemisphere along with a wide variety of herbs and aromatic seeds. From

the dawn of history control of the spice trade has ensured world dominance.

12

The truism still prevails: the United States is now the world's major spice buyer, followed by

Germany, Japan, and France

2.1.2 Importance of Spices

The use of spices in food and drink enhances the flavor and aroma of any dish. Whether salty,

sweet, bold or delicate, each spice has its own merits. Individual palates vary as to what tastes

good together and what doesn't. Cultures gravitate toward spices native to their homeland or

borrow from others.

Function

Valued for more than just taste and appearance, spices have nutritional and medicinal

merits, as well, although they are sometimes better known as home remedies than proven

treatments in medicine. Ginger, for example, is well known as a helpful digestive aid.

Garlic is touted for preserving memory and keeping a heart healthy. Turmeric has long

been used as a home remedy against common colds and influenza. A recent study by the

U.S. Department of Agriculture has suggested that oregano is a powerful antioxidant.

Significance

Some spices are so aromatic that they are not only used in food, but they are also used to

enhance other products. Cinnamon, for example, is not only a popular flavor in oatmeal,

pastries and coffee, but has become a basic scent in candles, air fresheners and hand

lotion. Other items, like lavender, are used for their calming effects in incense sticks, bath

oils and tea. Pungent odors are also useful tools from spices, like the smells of

frankincense and myrrh used in religious ceremonies and burial rituals.

Visual Effect

Spices change the physical appearance of food and other products, giving things a

sprinkle of color, such as pepper, or changing the hue entirely, as in turmeric or paprika.

Some are used in dyeing fabric, like tea. Spices also change the texture of things, such as

coarse salt or sugar sprinkled on top of snacks and desserts. They act as preservatives of

meat and other foods which would otherwise spoil, as in pickling spices.

13

2.2 Graphic design

Graphic design is a creative process, one most often involving a client and a designer, and

traditionally completed in conjunction with producers of form (printers, sign makers, etc.). In the

21st century, however, graphic design may be applied directly to websites, eliminating the need

for an intermediary. Graphic design is undertaken to convey a specific message (or messages) to

a targeted audience, usually from the client, known as the 'brief'. The term "graphic design" can

also refer to a number of artistic and professional disciplines that focus on visual communication

and presentation. The field as a whole is also often referred to as Visual

Communication or Communication Design. Various methods are used to create and combine

words, symbols, and images to create a visual representation of ideas and messages. A graphic

designer may use a combination of typography, visual arts and page layout techniques to produce

a balanced, focused and symmetrical final result. Graphic design often refers to both the process

(designing) by which the communication is created and the products (designs) which are

generated.

Common uses of graphic design include identity (logos and branding), publications (magazines,

newspapers and books), advertisements and product packaging. For example, a product package

might include a logo or other artwork, organized text and pure design elements such as shapes

and color which unify the piece. Composition is one of the most important features of graphic

design, especially when using pre-existing materials or diverse elements.

2.3 PACKAGING

A consumer often recognizes product through graphic design on the package.

Packaging provides benefits for companies as well as for consumers. For instance the surface of

packaging serves as a communication platform for all kinds of information. This includes

information such as product ingredients, price, usage data and other, that is relevant for

consumers. Besides it serves marketing strategies as an instrument to increase appeal of items to

consumer resulting in less stock going unsold. Packaging does also control the size and quantity

of a product. (cf. referenceforbusiness. com, 2010) This is beneficial for companies in order to

control inventory and manage the logistics of their product assortment.

14

Moreover it improves the efficiency of product distribution and might therefore result in higher

profit margins for companies.

2.3.1 The fundamentals of package design

According to Wikipedia, packaging is the science, art and technology of enclosing or protecting

products for distribution, storage, sale and use. It is furthermore referred to the process of design,

evaluation, and production and it is described as a coordinated system of preparing goods for

transport, warehousing, logistics, sale, and end use. (cf. Wikipedia, 2010)

Michael Hardt, Vice president of the European Designer Association (BEDA) states, that even if

packaging are as old as human kind, the form of packaging we know today has a relatively short

history. Within the last century we have begun to sell products in large extent. (cf. Hardt 2008, in

Sherin, 2009) Nowadays, the type we most associate with packaging is usually retail packaging,

wholesale packaging, paper packaging and plastic packaging, primary, secondary and tertiary

packaging. (cf. Boylston, 2009)

2.3.2 The Basic Elements of Package Communication

a) Text

Successful understanding between a sender (the package) and receiver (the consumer) depends

on the implementation of the mutual structure of organization of signs, i.e. the mutual code – the

typography alphabet (Jurečić, 2004). The fundamental task concerning the use of text in the

pack-age is the ranking of the text according to the importance and necessity; also, simplicity

should be kept along with shortness because any kind of the excessive use of textual effects just

reduces the clarity and thus interferes with understanding and readability.

b) Pictorial Information

Apart from paying attention to product quality and usability, consumers enjoy the package

design of the product when purchasing commodities. According to some research, it has been

pointed out that using an illustration in the package de-sign can draw more attention to the

product and that having illustrations in the package design is one of the factors which influences

buying emotion (Wang & Chen, 2007).

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An illustration could be realistic, a true copy of the reality or stylized. It could be a photograph or

a drawing of the product.

A picture or drawing of the product used in the package provides the viewer with information

about the packaged product.

Symbols are signs that mark some real thing or an abstract notion.

A logo or a trademark is a symbol representing the image and notion that is built up in people

who get in touch with a particular company. Corporate identity and a logo are visual

presentations of a company that symbolize the producer and its commodities, so that they could

be distinguished from similar products of other producers. A logo has to be functional and easy

to remember.

c) Colors

Surveying the available literature on this subject it could be concluded that regarding the use of

color in the package design, especially for the foodstuff, following information is important:

Brand identification

Product color identification

Impact on the consumer disposition

Impact on the feeling of the product when it is consumed

In order to arouse the feeling of ease, comfort and happiness in consumers, bright colors

should be used; to suggest seriousness – darker colors; to suggest diet and light products – white

or light colors; to suggest healthy and natural products – green color should be used;

According to (Perović, 2001) colors that stimulate appetite are for example: orange, in-

tense red and light green; green evokes the feeling of health, orange and red imply vividness and

sociability, blue suggests freshness and cleanliness especially when combined with white.

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Depending on the type of a product and its purpose, the choice of colors should be taken into ac-

count because a wrong choice could convey a wrong message to the consumer who would not

make a choice in favor of that product. Natural characteristics of elements found in the nature

and long human experience have proved that human mind reacts to particular colours while

products whose package is the subject of this paper evoke certain feelings and associations that

contribute to the consumer’s attitude about buying that product. It has been proved that warm

colors are first to be noticed; color might influence how one perceives the size or quality of a

particular product. Thus, for example, if the package of the same product is of the same shape

but in different colors, the consumer will have different opinion regarding the product weight

(the lightest products are in white color, heavier products are those in yellow and green colors of

the package, while those packaged in red or black color are the heaviest according to the

respondents). Depending on the type of a product, the color should be taken into account. There

are numerous research into that subject and the conclusion they provide is that the color of the

package creates the impression of taste (yellow and green come with sour, warm tones of yellow,

orange and red are connected with sweet taste, brown, navy blue and olive green go with bitter

while grey and grey-blue colors are associated with salty taste.

The general requirements in terms of aesthetics are the harmony of colors, clear, distinct and

strong tones that point out what is the most important.

Regarding the emotions that colors arouse, what is important for the package within this research

is the psychological character, or in other words, the meaning of the color.

2.3.3 The functions of packaging

Protective function

The protective function of packaging essentially involves protecting the contents from the

environment and vice versa. The inward protective function is intended to ensure full retention of

the utility value of the packaged goods. The packaging is thus intended to protect the goods from

loss, damage and theft.

In addition, packaging must also reliably be able to withstand the many different static and

dynamic forces to which it is subjected during transport, handling and storage operations.

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The goods frequently also require protection from climatic conditions, such as temperature,

humidity, precipitation and solar radiation, which may require "inward packaging measures" in

addition to any "outward packaging measures".

The outward protection provided by the packaging must prevent any environmental degradation

by the goods. This requirement is of particular significance in the transport of hazardous

materials, with protection of humans being of primary importance. The packaging must

furthermore as far as possible prevent any contamination, damage or other negative impact upon

the environment and other goods.

The inward and outward protective function primarily places demands upon the strength,

resistance and leak proof properties of transport packaging.

Fig 2: Spice Packaging

Storage function

The packaging materials and packaging containers required for producing packages must be

stored in many different locations both before packaging of the goods and once the package

contents have been used. Packaging must thus also fulfill a storage function.

Loading and transport function

Convenient goods handling entails designing transport packaging in such a manner that it may be

held, lifted, moved, set down and stowed easily, efficiently and safely. Packaging thus has a

crucial impact on the efficiency of transport, handling and storage of goods. Packaging should

therefore be designed to be easily handled and to permit space-saving storage and stowage. The

shape and strength of packages should be such that they may not only be stowed side by side

leaving virtually no voids but may also be stowed safely one above the other.

The most efficient method of handling general cargo is to make up cargo units.

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Packaging should thus always facilitate the formation of cargo units; package dimensions and the

masses to be accommodated should where possible be tailored to the dimensions and load-

carrying capacity of standard pallets and containers.

Where handling is to be entirely or partially manual, packages must be easy to pick up and must

be of a suitably low mass. Heavy goods must be accommodated in packages which are well

suited to mechanical handling. Such items of cargo must be forklift able and be provided with

convenient load-bearing lifting points for the lifting gear, with the points being specially marked

where necessary (handling marks).

The loading and transport function places requirements upon the external shape of the package,

upon the mass of the goods accommodated inside and upon the convenient use of packaging

aids. The strength of the package required for stowing goods on top of each other demonstrates

the close relationship between the loading and transport function and the protective function.

Sales function

The purpose of the sales function of a package is to enable or promote the sales process and to

make it more efficient.

fig 3: Spices Packed in Pouch-in-Carton

Promotional function

Promotional material placed on the packaging is intended to attract the potential purchaser's

attention and to have a positive impact upon the purchasing decision. Promotional material on

packaging plays a particularly important role on sales packaging as it is directly addressed to the

consumer. This function is of subordinate significance in transport packaging. While product

awareness is indeed generated along the transport chain, excessive promotion also increases the

risk of theft.

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Service function

The various items of information printed on packaging provide the consumer with details about

the contents and use of the particular product. Examples are the nutritional details on yogurt pots

or dosage information on medicines.

The package may also perform a further function once the contents have been used (e.g. storage

container, toy).

Guarantee function

By supplying an undamaged and unblemished package, the manufacturer guarantees that the

details on the packaging correspond to the contents. The packaging is therefore the basis for

branded goods, consumer protection and product liability. There are legislative requirements

which demand that goods be clearly marked with details indicating their nature, composition,

weight, quantity and storage life.

Additional function

The additional function in particular relates to the extent to which the packaging materials or

packaging containers may be reused once the package contents have been used. The most

significant example is the recycling of paper, paperboard and cardboard packaging as waste

paper.

Fig 4: Branded Consumer Packs of Ground Spices in India

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2.3.4 Packaging Requirements

In order to maintain the quality of the spices during handling, transportation, storage and

distribution, the packaging material to be used is to be selected with care, keeping in mind the

functional as well as the marketing requirements. The packaging requirements for spices, in

general, are listed below:

• To protect the product from spillage and spoilage.

• To provide protection against atmospheric factors such as light, heat, humidity and oxygen. The

selected packaging materials should have high water vapour and oxygen barriers.

• The packaging material should have a high barrier property to prevent aroma/flavour losses and

ingress of external odour.

• The volatile oil present in the spice product has a tendency to react with the inner/contact layer

of the packaging material, at times leading to a greasy and messy package with smudging of the

printed matter. The packaging material should therefore be grease and oil resistant and

compatible with the product.

• Besides the above functional requirements, the packaging material should have good

machinability, printability and it should be easily available and disposable.

2.3.5 Packaging Materials / Systems for Spices

The package types generally used as consumer packs are:

• Glass bottles of various sizes and shapes with labels and provided with metal or plastic caps.

Unbranded Consumer Packs of Ground Spices. The plastic caps have added inbuilt features of

tamper evidence, dispensing, grinding etc.

• Printed tinplate container with/without dispensing systems

• Composite containers with dispensers

• Plastic containers with plugs and caps with dispensing and tamper evidence features

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• Printed flexible pouches – pillow pouch, gusseted pouch, stand-up pouch.

• Lined cartons

Fig 5: Plastic Pouches for Whole Spices & Powders

2.4 CORPORATE IDENTITY

A brand's name, logo, typeface, colours, slogan are elements that help comprise its corporate

identity. Motto advertising has produced effective corporate identity packages for many new and

long established organizations.

2.4.1 Visual identity

Corporate visual identity plays a significant role in the way an organization presents itself to both

internal and external stakeholders. In general terms, a corporate visual identity expresses the

values and ambitions of an organization, its business, and its characteristics. Four functions of

corporate visual identity can be distinguished. Three of these are aimed at external stakeholders.

1. First, a corporate visual identity provides an organization with visibility and

"recognizability". For virtually all profit and non-profit organizations, it is of vital

importance that people know that the organization exists and remember its name and core

business at the right time.

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2. Second, a corporate visual identity symbolizes an organization for external stakeholders,

and, hence, contributes to its image and reputation (Schultz, Hatch and Larsen, 2000).

Van den Bosch, De Jong and Elving (2005) explored possible relationships between

corporate visual identity and reputation, and concluded that corporate visual identity

plays a supportive role in corporate reputations.

3. Third, a corporate visual identity expresses the structure of an organization to its external

stakeholders, visualizing its coherence as well as the relationships between divisions or

units. Olins (1989) is well known for his "corporate identity structure", which consists of

three concepts: monolithic brands for companies which have a single brand, a branded

identity in which different brands are developed for parts of the organization or for

different product lines, and an endorsed identity with different brands which are

(visually) connected to each other. Although these concepts introduced by Olins are often

presented as the corporate identity structure, they merely provide an indication of the

visual presentation of (parts of) the organization. It is therefore better to describe it as a

"corporate visual identity structure".

4. A fourth, internal function of corporate visual identity relates to employees' identification

with the organization as a whole and/or the specific departments they work for

(depending on the corporate visual strategy in this respect). Identification appears to be

crucial for employees, and corporate visual identity probably plays a symbolic role in

creating such identification.

2.4.2 Brand logo

A logo is a graphic element, symbol or icon designed to serve as the emblem of a company.

Well-designed logos create immediate viewer recognition and serve to promote the company and

to attract potential customers. This unique, visual identity can be used on everything from

billboards to business cards and even small promotional items like pens. Given its versatility and

potential market appeal, the design and selection of a logo is every bit as important as the

company's name.

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2.4.2.1 Five qualities of a good Logo.

A logo should be simple, representing someone or something in a way that it easily

recognizable.

Some logos incorporate the name of the team, business, or organization. This is a good quality

because by incorporating the name of what your trying to represent, you also make the name of

your business recognizable.

Fig 6: The Coca-Cola logo. This one is a classic, and just by the logo you know what it is.

Another quality of a good logo is that a logo should be able to be recognized in any size and in

any color. This makes the logo very flexible for marketing.

Fig 7: These two Nike logos are easily similar and recognizable, but also different in design.

A logo should be able to defeat the boundaries of size. At any size, the logo should still be

recognizable.

More than anything, a logo should be unique. There should be no other logo that looks like

yours. It should be easily distinguishable from other logos, and this makes it more recognizable.

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Fig 8: Cussons Logo

2.4.2.2 Logo design

Logo design is an important area of graphic design, and one of the most difficult to perfect. The

logo (ideogram), is the image embodying an organization. Because logos are meant to represent

companies' brands or corporate identities and foster their immediate customer recognition, it is

counterproductive to frequently redesign logos.

Color is considered important to brand recognition, but it should not be an integral component to

the logo design, which could conflict with its functionality. Some colors are formed/associated

with certain emotions that the designer wants to convey. For instance loud primary colors, such

as red, are meant to attract the attention of drivers on highways are appropriate for companies

that require such attention. In the United States red, white, and blue are often used in logos for

companies that want to project patriotic feelings. Green is often associated with the health and

hygiene sector, and light blue or silver is often used to reflect diet foods. For other brands, more

subdued tones and lower saturation can communicate reliability, quality, relaxation, or other

traits.

2.4.3 Corporate Branding

Corporate Branding is a visual impression of an organizations image, mission and activities

towards its audience. Corporate branding unifies a company's image to its products as well as

activities in the form of colour and message and can equip any new product or service with

instant credibility. That is why it is of critical importance for any serious corporation that wishes

its product offerings to be successful to create and protect a strong corporate brand.

These are various items which are used as mediums to emphasize or make an impression of a

brand image and message to its target audience.

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They include branded caps, bags, pens, T-shirts, polo shirts, shoes, umbrellas, coffee mugs,

desktop items, flash disks, clocks etc. The list is endless. These items are normally given free of

charge to prospective and current clients to further improve the brand visibility in the eyes of its

audience

2.5 ADVERTISING

According to Wikipedia, Advertising or advertizing is a form

of communication for marketing and used to encourage or persuade an audience (viewers,

readers or listeners; sometimes a specific group) to continue or take some new action. Most

commonly, the desired result is to drive consumer behavior with respect to a commercial

offering, although political and ideological advertising is also common. In Latin, ad vertere

means ―to turn the mind toward.‖

The purpose of advertising may also be to reassure employees or shareholders that a company is

viable or successful. Advertising messages are usually paid for by sponsors and viewed via

various traditional media; including mass media such as newspaper, magazines, television

commercial, radio advertisement, outdoor advertising or direct mail; or new media such

as blogs, websites or text messages.

Both desk and wall calendars to be designed. On the face of these calendars, there will be

illustrations or images of its products that it offers to its customers. Since calendars are used at

least in every home and they can be an effective way of reaching out to its market.

Online advertising

Online advertising is a form of promotion that uses the Internet and World Wide Web for the

expressed purpose of delivering marketing messages to attract customers. Online ads are

delivered by an ad server. Examples of online advertising include contextual ads that appear

on search engine results pages, banner ads, in text ads, Rich Media Ads, Social network

advertising, advertising, advertising and e-mail marketing, including e-mail spam.

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Billboard advertising

Billboards are large structures located in public places which display advertisements to passing

pedestrians and motorists. Most often, they are located on main roads with a large amount of

passing motor and pedestrian traffic; however, they can be placed in any location with large

amounts of viewers, such as on mass transit vehicles and in stations, in shopping malls or office

buildings, and in stadiums.

fig 9: bill board example

In-store advertising

In-store advertising is any advertisement placed in a retail store. It includes placement of a

product in visible locations in a store, such as at eye level, at the ends of aisles and near checkout

counters (aka POP—Point Of Purchase display), eye-catching displays promoting a specific

product, and advertisements in such places as shopping carts and in-store video displays.

Print advertising is a widely used form of advertising. These advertisements appear in

newspapers or magazines and are sometimes included as brochures or fliers. Anything written in

the print media to grab the attention of the specific target audience comes under the purview of

print advertising.

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fig 10: advert example

People who read newspapers or other publications have a tendency to browse the print ads that

they come across. The decision to buy the product might not be instantaneous, but it does settle

down in their subconscious mind. Next time they see the product in the market, they are tempted

to buy it.

Print advertisements are only effective when people see them. When people browse through

newspapers and publications, these advertisements should grab the attention of the potential

customer. Therefore, these advertisements should be created in such a manner that they can hold

the attention of the customer to some extent.

Television ads

Many people don't even consider television ads because of the impression that the ads are very

expensive. They are more expensive than most of major forms of advertising. However, with the

increasing number of television networks and stations, businesses might find good deals for

placing commercials or other forms of advertisements. Television ads usually are priced with

similar considerations to radio ads, that is, the number of ads, the length of ads and when they

are put on the air.

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Radio announcements

A major advantage of radio ads is they are usually cheaper than television ads, and many people

still listen to the radio, for example, when in their cars. Ads are usually sold on a package basis

that considers the number of ads, the length of ads and when they are put on the air. . A major

consideration with radio ads is to get them announced at the times that your potential customers

are listening to the radio.

Posters and bulletin boards

Posters can be very powerful when placed where your customers will actually notice them. But

think of how often you've actually noticed posters and bulletin boards yourself. Your best bet is

to place the posters on bulletin boards and other places which your customers frequent, and

always refresh your posters with new and colorful posters that will appear new to passersby.

E-mail messages

These can be wonderful means to getting the word out about your business. Design your e-mail

software to include a "signature line" at the end of each of your e-mail messages. Many e-mail

software packages will automatically attach this signature line to your e-mail.

Brochures and flyers

Brochures can contain a great deal of information if designed well, and are becoming a common

method of advertising.

Novelties

It seems more common to find ads placed on pens and pencils, coffee cups, T-shirts, etc. These

can be powerful means of advertising if indeed current and potential customers see the novelties.

This condition often implies additional costs to mail novelties, print T-shirts.

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2.5.1 Four main Objectives of advertising are:

Trial: the companies which are in their introduction stage generally work for this

objective. The trial objective is the one which involves convincing the customers to buy

the new product introduced in the market. Here, the advertisers use flashy and attractive

ads to make customers take a look on the products and purchase for trials.

Continuity: this objective is concerned about keeping the existing customers to stick on to

the product. The advertisers here generally keep on bringing something new in the

product and the advertisement so that the existing customers keep buying their products.

Brand switch: this objective is basically for those companies who want to attract the

customers of the competitors. Here, the advertisers try to convince the customers to

switch from the existing brand they are using to their product.

Switching back: this objective is for the companies who want their previous customers

back, who have switched to their competitors. The advertisers use different ways to

attract the customers back like discount sale, new advertise, some reworking done on

packaging, etc.

Basically, advertising is a very artistic way of communicating with the customers. The main

characteristics one should have to get on their objectives are great communication skills and very

good convincing power.

2.5.2 Importance of Advertising

Advertising plays a very important role in today’s age of competition. Advertising is one thing

which has become a necessity for everybody in today’s day to day life, be it the producer, the

traders, or the customer. Advertising is an important part.

Advertising is important for the customers

Just imagine television or a newspaper or a radio channel without an advertisement! No, no one

can any day imagine this. Advertising plays a very important role in customers life. Customers

are the people who buy the product only after they are made aware of the products available in

the market.

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If the product is not advertised, no customer will come to know what products are available and

will not buy the product even if the product was for their benefit. One more thing is that

advertising helps people find the best products for themselves, their kids, and their family. When

they come to know about the range of products, they are able to compare the products and buy so

that they get what they desire after spending their valuable money. Thus, advertising is important

for the customers.

Advertising is important for the seller and companies producing the products

Yes, advertising plays very important role for the producers and the sellers of the products,

because

Advertising helps increasing sales

Advertising helps producers or the companies to know their competitors and plan

accordingly to meet up the level of competition.

If any company wants to introduce or launch a new product in the market,

advertising will make a ground for the product. Advertising helps making people

aware of the new product so that the consumers come and try the product.

Advertising helps creating goodwill for the company and gains customer loyalty

after reaching a mature age.

The demand for the product keeps on coming with the help of advertising and

demand and supply become a never ending process.

Advertising is important for the society

Advertising helps educating people. There are some social issues also which advertising deals

with like child labor, liquor consumption, girl child killing, smoking, family planning education,

etc. thus, advertising plays a very important role in society.

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2.6 PHOTOGRAPHY

A photograph isolates the truth, exposing to us the realities of our time: war, terrorism, abuse,

poverty. Since its humble beginning in 1827, photography has given mankind a new perspective

on life and art. We seldom realize the extent to which photography has influenced our culture,

helping spread awareness of other cultures and bring about modern globalization.

A photograph is life distilled and preserved for eternity. An expressive face, a fleeting moment in

nature, an abstract shape- these are the fundamentals of photography. A photograph conveys, in a

way no words can, a sense of the mystery and beauty of life, nature, and the achievements of

mankind.

As the saying goes, 'A picture is worth thousand words, therefore as a visual communicator,

photography is essential to graphic design in diverse ways since images if well photographed and

even manipulated can mean a lot in communication as far as aesthetics is concerned.

Photography will be used to enhance the quality of other design areas, namely corporate identity,

advertising and packaging as an effective way to communicate to the illiterate and semi-illiterate

world. Producing of photographic images will help to promote the corporation's image and

enhance the quality of the adverts.

fig 11: food photography

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2.6.1 Photography in Communication

Since its invention in 1839, photography's unique powers of visual description have been used to

record, report, and inform. People prefer to see things with their own eyes, but when this is

impossible the camera can often serve the same purpose almost as well. It is not true that

photographs never lie--they can be falsified and manipulated. Nevertheless, a photograph can

carry a strong measure of authenticity and conviction.

As a nonverbal means of communication, photography can surmount the barriers of language

and communicate through universal visual symbols. Photographs are well suited for use in the

mass media. Today they are reproduced by the billions, and they can be found everywhere: in the

pages of newspapers, magazines, books, catalogs, and brochures; on display in billboards, shop

windows, and posters; broadcast over television; and organized into slide shows and film strips.

In photography's early days some of its most eagerly sought images were those brought back by

explorers and travelers. These would satisfy people's curiosity about distant places like China,

Egypt, and the American West. That same kind of curiosity exists today. People are fascinated

with photographs of the surface of the moon, the landscape of Mars, and the appearance of other

planets in the solar system.

Photographs in the mass-communication media have made the faces of political leaders, popular

entertainers, and other celebrities familiar to the public. When a newsworthy event occurs

photojournalists are there to record it. Photojournalists sometimes spend months covering a

story. The result of such labor is often a powerful, revealing picture essay that probes far beneath

the surface of events.

Photography is also essential to the advertising industry. In efforts to sell a product, attractive

photographs of the item are used. Photography is also widely used in education and training

within the academic world, industry, and the armed services.

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fig 12: food photography

Photographs are also often used in attempts to sway public opinion. Governments, political

parties, and special-interest groups have long used the graphic representation and emotional

impact of photographs to further their causes. Such use may result in destructive propaganda,

such as that of the Nazis during the Third Reich.

Photography can also help to bring about desirable changes. Photographs of the Yellowstone

region were instrumental in US Congress's decision to establish that area as a national park, and

photographs of child laborers helped to bring about legislation protecting children from

exploitation.

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CHAPTER 3

RESEARCH

METHODOLOGY

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CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research methodology

Research methodologies can be quantitative (for example, measuring the number of times

someone does something under certain conditions) or qualitative (for example, asking people

how they feel about a certain situation). Ideally, comprehensive research should try to

incorporate both qualitative and quantitative methodologies but this is not always possible,

usually due to time and financial constraints.

Research methodologies are generally used in academic research to test hypotheses or theories.

A good design should ensure the research is valid, i.e. It clearly tests the hypothesis and not

extraneous variables, and that the research is reliable, i.e. It yields consistent results every time.

Part of the research methodology is concerned with the how the research is conducted. This is

called the study design and typically involves research conducted using questionnaires,

interviews, observation and/or experiments.

The term research methodology, also referred to as research methods, usually encompasses the

procedures followed to analyze and interpret the data gathered. These often use a range of

sophisticated statistical analyses of the data to identify correlations or statistical significance in

the results.

Objective, representative research can be difficult to conduct because tests can normally only be

conducted on a small sample (e.g. You cannot test a drug on every person in the world so a

sample needs to be used in research). This means that researchers need to have a very detailed

understanding of the types and limitations of research methodologies which they are using.

3.2 Overview of the Chapter

This study will be conducted in order to assess the challenges facing the Tropical Heat brand in

relation to its overall image. To be able to gather the necessary data, the researcher utilized the

descriptive method, using both qualitative and quantitative approaches. Herein, the chosen

respondents were randomly selected from various retail outlets in Nairobi and public members

along Loita, Koinange, Moi and Tom Mboya streets. The survey methods were the research

instruments used for the data-gathering.

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The employees of Deepa Industries who will be chosen in this study will accomplish a survey

questionnaire to evaluate the challenges facing the company image. The results of the survey will

then be processed by computing the weighted mean of each survey item. The computed values

will be compared to the Likert scale for data interpretation. Relevant literatures will also used to

support the gathered findings.

The credibility of findings and conclusions extensively will depend on the quality of the research

design, data collection, data management, and data analysis. This chapter will be dedicated to

the description of the methods and procedures done in order to obtain the data, how they will be

analysed, interpreted, and how the conclusion will be met. This section is to justify the means in

which the study was obtained and will help in giving it purpose and strength as it will then be

truthful and analytical. All these will help in the processing of the data and the formulation of

conclusions.

Specifically, this research will cover the following: the research design and method, the

respondents or subjects to be studied (which will include the sampling method), the data

collection instrument, and the data analysis.

3.3 Research Methods

This study utilized the descriptive method of research. As widely accepted, the descriptive

method of research is a fact-finding study that involves adequate and accurate interpretation of

findings. Descriptive research describes a certain present condition. Relatively, the method is

appropriate to this study since it aims to describe the present condition of the Brand's position.

The technique that was used under descriptive method is the normative survey approach and

evaluation, which is commonly used to explore opinions according to respondents that can

represent a whole population. The survey is appropriate in this study because it enables the

researcher in formulation of generalizations. Specifically, two types of direct-data survey are

included in this study. These are questionnaire survey and interviews. Interviews with customers,

and other public members were conducted to provide further insight about the results of the

survey. The direct-data type of survey is a reliable source of first-hand information because the

researcher directly interacts with the participants.

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The questionnaire staff respondents were given ample time to assess the challenges. Their own

experiences with the company are necessary in identifying its strengths and limitations.

The purpose of employing the descriptive method is to describe the nature of a condition, as it

takes place during the time of the study and to explore the cause or causes of a particular

condition. The researcher opted to use this kind of research considering the desire to acquire first

hand data from the respondents so as to formulate rational and sound conclusions and

recommendations for the study. According to Creswell (1994), the descriptive method of

research is to gather information about the present existing condition. Since this study is focused

on the perception or evaluation of the consultancy firm's effective human resource management,

the descriptive method is the most appropriate method to use.

Two types of data were used: the primary and the secondary data. The primary data were derived

from the answers respondents gave in the self-administered questionnaire prepared by the

researcher. In addition, the information obtained from the interview also provided primary

research data that supported the study. The secondary data on the other hand, were derived from

the findings stated in published documents and literatures related to the research problem. These

were based from the recent literatures related to the spice market and the factors that challenge it.

In terms of approach, the study employed both qualitative and quantitative approaches. The

quantitative approach focused on obtaining numerical findings was used with the survey method.

The interview on the other hand, made up the qualitative approach of the study as this focused on

personal accounts, observations, description and individual insights of the respondents. This

study employed the combined approach so as to overcome the limitations of both approaches.

3.4 Direct-data Survey

Direct-data survey aims on collecting pertinent data about technical analysis. Accordingly,

direct-data survey is used to reveal the status of some phenomenon within an identified class of

people, organisations, or regions at a particular time through questionnaire and interview to

directly collect information (Brubaker & Thomas, 2000).

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The aim of the survey is to obtain pertinent data to achieve the research objective. Representative

samples were taken using a random sampling approach. The responses, observation and approval

of the respondents towards these policies were gathered.

In this study, the chosen respondents will be selected from Deepa industries and customers found

buying spices and herbs in supermarkets and random public. Interview questions will focus on

the research problems and questions. The dissertation used self-administered questionnaire as the

main tool in collecting data from a large number of respondents.

3.5 Respondents of the Study

The study will have respondents directly from the company. This may include managers,

accountants and other knowledgeable employees. All of these participants were selected through

random sampling. This sampling method is conducted where each member of a population has

an equal opportunity to become part of the sample. As all members of the population have an

equal chance of becoming a research participant, this is said to be the most efficient sampling

procedure. In order to conduct this sampling strategy, the researcher defined the population first,

listed down all the members of the population, and then selected members to make the sample.

For this purpose, a self-administered survey questionnaire in Likert format was given to the

respondents to answer.

Herein, there were 45 participants for the questionnaire survey and five individuals for the

interviews. The respondents were given 5 days to complete the survey questionnaire upon

request. After collecting the questionnaires, the responses will be tallied, computed, analysed,

and recorded.

On the other hand, for the personal interviews, most of the interviewees were given time

according to their convenience. Choices were given for the interviewees who will answer the

interview questions, through phone, email, online conversation, chat or personal interview. There

were only five participants who were willing and/or had the chance to share their time and talk

about their opinions.

39

3.6 Instrumentation

Content analysis

Content analysis was done to analyse communications in order to answer two levels of questions

– the descriptive and the interpretive. Descriptive questions focused on what the communication

contains. Interpretative questions focused on what the contents was likely to mean. The process

entailed searching through one or more communication to answer questions that an investigator

brings to the search (Brubaker & Thomas, 2000). Content Analysis was used to analyze and

interpret the interviews.

Statistical Treatment

The Likert scale was used to interpret items in the questionnaire. There were instances

that the respondents were asked to rate the effectiveness of implementing advertising in the

brand's activities.

3.7 Ethical Considerations

As this study utilized human participants, certain issues were addressed. The consideration of

these issues is necessary for the purpose of ensuring the privacy as well as the security of the

participants. These issues were identified in advance so as prevent future problems that could

have risen during the research process. Among the significant issues that were considered

included consent, confidentiality and data protection.

In the conduct of the research, the survey forms and interview methods were drafted in a very

clear and concise manner to prevent conflicts among respondents. People who participated in

the research were given an ample time to respond to the questions posed on them to avoid errors

and inaccuracies in their answers. The respondents were given a waiver regarding the

confidentiality of their identity and the information that they did not wish to disclose. The

respondents' cooperation was eagerly sought after, and they were assured that the data gathered

from them would be treated with the strictest confidence, so that they would be more open. This

was done with the hope that this would promote trust between the researcher and the

respondents.

40

3.8 Data Presentation Methods

Data will be presented in graphical and tabular manner. Graph will be used in order to show the

different statistical result of the study, particularly those that are related with the result of the

questionnaire. This will be helpful in order to present the result of the survey in easier and

understandable manner. With this, the author and the reader will no longer have to take the

painstaking process of explaining the entire result in intensive and in-depth manner, because the

graph itself can explain.

Pie, line and bar graphs will be used in the study. Furthermore, graph will also be used in order

to present the result of the document analysis process, particularly regarding the changes and

development in the performance of the company on its marketing activities, particularly

regarding the feedbacks of the customers, sales, profits, motivation of the employees etc. On the

other hand, tabular presentation or the use of the table will also be helpful in order to summarize

and report the result of the study

41

CHAPTER 4

FINDINGS, ANALYSIS AND

EVALUATION

42

CHAPTER FOUR

FINDINGS, ANALYSIS AND EVALUATION

4.1 Tabulation and analysis of results

4.1.1 Questionnaires

A sample of 45 was used.

Staff of Deepa Industries and Tropical Heat

brand

15

Customers at retail stores 15

General Public 15

Familiarity with Tropical Heat brand

The data reflects that 60% of the population are familiar with the Tropical Heat Brand, this does

not necessarily mean that they use the brand products.

familiarity with brand

familiar

not familiar

43

Employees happy with current image of the company

Totals

Happy 11

Not happy 4

Totals 15

Brand's current image

Attractive Not attractive Totals

Staff 12 3 15

Customers 10 5 15

General public 7 8 15

Totals 29 16 45

0

2

4

6

8

10

12

14

attractive not attractive

staff

customers

general public

44

How often do you use spice and herbs in your food?

Customers General public Totals

Everyday 10 6 16

Once a week 4 4 8

Rarely 1 3 4

Never 0 2 2

Totals 15 15 30

use of spices and herbseveryday

once a week

rarely

never

45

Your preferred spice brand

Customers General Public Totals

Tropical Heat 3 4 7

Orley's 2 2 4

Nature's Own 2 1 3

Pure Ground 3 5 8

Woodley's 1 1 2

Yankee Doodle 2 1 3

Others (Top Food,

Sunset delight)

2 1 3

Totals 15 15 30

Prefered brand

orley's

tropical heat

nature's own

Pure Ground

Woodley's

Yankee Doodle

Others (Top Food, Sunset delight) etc

46

If the company is doing enough to advertise its products

79% of the sample felt that the company was not doing enough to promote and advertising its

products. The remaining 21% felt that the company was really trying to promote its products

Opinion on Tropical Heat Branding

Opinion on Tropical Heat Branding

attractive

not attractive

can be improved

47

Which advertising method has greatest impact on your buying choice

4.2 Analysis of response of questions

Most of the responses recorded left the company wanting. A large population felt that the

company was not doing enough to advertise its products. Being the oldest and most popular spice

and herbs brand, they expect more of the brand to use this fact as its disadvantage. This lack of

advertising and until recent repackaging of its products has let to new market entrants reducing

its market share considerably. Since most of the public are seen to use spices daily, it should be a

priority.

4.2.1 Response from the staff of the company

The members of the staff recorded that they were happy with the current image of the company.

They attributed that the company had picked up fairly well compared to previous years

especially on its packaging front. They however expressed that a lot can still be done on

branding, advertising and corporate identity as well. All of them rated the quality of products

produced by the company as excellent.

Advertising method that influences buying choice most

newspaper

outdoor

t.v/ radio

point of sale

other

48

The researcher assumed the anonymous answer was aimed at carrying the image of the company

forward. Good and quality products will not sell or compete well in the market if they are

inappropriately advertised or poorly packaged.

4.3 Problem analysis and evaluation

4.3.1 Advertising

The brand has not for the recent past engaged itself in aggressive marketing as a way of

promoting its product to the public. This is evidenced by how the public came to know about the

Tropical Heat brand. Very few people felt that the brand was doing enough to promote its

products. Their forms of advertising are also few.

Sample 1

49

Sample 2

Proposed solutions

The company should use aggressive methods of advertising to promote its products. It should

maintain consistency in production to prevent consumers from looking for other readily available

options. Use of more visually captivating calendars, signage, vehicle branding, point of sale

merchandising, floor branding in retail stores, employee branding via uniform.

The company's website is outdated, last updated in 2009 which is a very bad outlook to the

public. The website should be a source of information and latest news regarding the company

and tropical heat in general.

Branded items for brand ambassadors, point of sale advertising, adverts in the print and

electronic media, wall and desk calendars to be given to the public, transit advertising on

transportation vehicles, printed posters in different locations, product catalogues, brochures and

fliers.

4.3.2 Photography

The brand has tried using photography in its endeavors but to very little use. Foods and spices

have the potential to be marketed through very vivid and captivating photos.

50

Good administration of photography in the area of advertising and packaging can definitely

change the image of the company's products in terms of sales. Quality photography initiates

quality package illustrations, posters, billboards, calendars and magazines that have maximum

impact on the targeted audience.

The photos used in the packages are not captivating enough to the eye and better photos can be

used.

4.3.3 Packaging

The packaging has improved greatly from the years back but it would require constant upgrading

over time to reflect changing times and trends such as bigger illustrations on packages and more

classic labels.

Although their packaging has improved and still improved for most products, few of the products

need upliftment in terms of package graphics. Some of the brand's packaged products still posses

the old dull look. The surface graphics of a good package should be attractive and appealing to

the consumer

fig 13: beef masala: dull packaging

51

Spices are distributed in whole, ground and paste form in consumer as well as in bulk packs.

Most traditional materials used earlier like paper, tinplate containers and jute bags are being

replaced by plastics materials for packaging of these products. Plastics are preferred due to their

properties such as light weight, easy availability, compatibility, hygienic nature machineability,

printability, heat sealability and selective barrier properties.

Repackaging of some of the brand's products to get an improved image. A good spice package

should be attractive to catch the consumer's eye. The package should stand out from the shelf if

the surface graphics are well executed.

Proposal of other products other than the ones the company offers will increase its market share.

Fig 14 fig 15

52

fig 16 fig 17

fig 18

53

5 photos (above): a collection of the brand's previous packaging.

fig 19

fig 20

fig 21

54

3 photos (above): a collection of some of the Brand's current packaging.

Fig 22: Tropical Heat's beef masala lacks a crucial graphical input.

Fig 23: Tropical Heat lacks an alternate package for cheaper polythene packs for the lower end customer.

55

4.3.4 Corporate Identity

The offices and staff have no similar corporate identity. Branded office stationery are also

nonexistent. The brand should improve on its image through standardizing its corporate identity

stationery: invoices, letter heads, business cards, delivery note, complimentary slips, products,

equipment and fleet.

The vibrancy of the logo ought to reflect effectively on the stationery too, as a consistent identity

is required to create a unifying image of the company.

56

CHAPTER 5

RECOMMENDATIONS AND

CONCLUSION

57

5.1 Summary

The research results clearly show that Tropical Heat has not dealt with untraced relationship

between design, production and the consumer. With over 10 brands competing in the market,

each of them is trying its best to capture more market share. They understand that good design is

key to achieving this.

Analysis of the facts and data has shown that poor advertising, packaging flaws, label designs

and lack of a strong corporate identity for the oldest brand in the market have contributed to the

brand's loss of market share.

5.2 Conclusion

The research has deduced that Tropical Heat, which produces quality spices, herbs, seasonings

and crisps has not embraced graphics well to its advantage. Some packages possess poor graphic

output. Advertising and photography have not been fully utilized . the study also established that

it is through lack of the fulfillment of the above that potential customers have not been made

aware of the brand's quality products, while those aware of the products have not been convinced

enough to be loyal consumers and use them regularly.

5.3 Recommendations

5.3.1 Corporate Identity

Letter heads, envelopes, invoices, complimentary notes, business cards, receipts and other

stationery equipment should be redesigned to have a modern feel. Respondents said the brand

logo was timeless and helped recognize the Brand easily. The corporate identity will also be

portrayed on other items such as t-shirts, overalls, branded giveaways such as umbrellas, bags,

aprons and other fabric. The information on it should also be legible.

5.3.2 Packaging

Adoption of some new package labels for some of the outdated and dull packages. The new

labels will have graphical representation of contents. The graphical elements will be visually

captivating to sway consumers visually. The elements will be well balanced, proportion should

be considered and dominant features highlighted in order to capture the attention of the intended

58

consumer. Creative and simple style swill be implemented, and good choice of color. Container

shape and product packaging requirements factors will be considered.

5.3.3 Advertising

Posters and fliers will be developed that will give information on the products, targeting all types

of consumers. Wall and desk calendars will be created as this will be placed in areas where all

public members will view everyday hence continuous reminder advertising. A bill board with a

captivating message and visual will be placed at a convenient area with high density population.

Newspaper and magazine adverts will serve to reach a large audience. The magazine does not

necessarily have to be a food magazine. A new website that is constantly updated with product

news and company news will be designed. Retail stores advertising such as floor branding

options and banners for placement in events that are sponsored by the brand.

5.3.4 Photography

Activities and phenomenon related to production of the brands image improvement will be

captured using photography. Good composition and subjects will be considered to come up with

perfect communicating photos. This will be used in all areas of advertising, corporate identity

and packaging.

59

REFERENCES

Modern Food Packaging, Trends in Packaging of Spices and Spice Products

Packaging of Spices\

Indian Food Packer, Nov – Dec ’01, Research Article on Storage Stability of Dehydrated Curry

Leaf (Murraya koenigii L.), Rosemary (Rosmarinus offcianlis L.) and Marjorm (Majorana

hortensis M.) in Different Packaging Materials by S. K. Ramalakshmi, A.R. Indiramma,

G. Sulochanamma and B. Raghavan

Journal of Food Science and Technology, ’01, Vol. 38, No. 3, 227 – 230. Packaging and Storage

Studies on Commercial Varieties of Indian Chillis (Capsicum annum L), by J. Pura Naik,

S. Nagalakshmi, N. Balasubrahmanyam, S. Dhanaraj and N.B. Shankaracharya

www.food-irradiation.com/spices.htm

Market Research Society Questionnaire Design Guidelines

http://www.mrs.org.uk/standards/downloads/revised/active/questionnaire_may06.pdf

BMRA Researchers Toolkit 2003 http://www.bmra.org.uk/researchers-toolkit/index.asp (market

research techniques – data collection methods – designing and conducting surveys).

Oppenheim, A. N. (1992) Questionnaire design, interviewing and attitude measurement (2nd

edition). London: St Martin's Press.

Kooijman, J. (1996). Packaging of Foodstuffs, a Chain Approach

Barthes, R. (1977). The photographic message (S. Heath, Trans.) In S. Heath (Ed.), Image,

music, text (pp. 15-31). New York: Hill and Wang.

Martinec, R. & Salway, A. (2005). A system for image-text relations in new (and old)

media. Visual Communication, 4(3), 337-371.

60

Oliver, M.B. & Fonash, D. (2002). Race and Crime in the news: Whites’ identification and

violent and nonviolent criminal suspects. Media Psychology, 4, 137-156.

Modern Food Packaging, Trends in Packaging of Spices and Spice Products

Journal of Food Science and Technology, ’01, Vol. 38, No. 3, 227 – 230. Packaging and Storage

Studies on Commercial Varieties of Indian Chillis (Capsicum annum L), by J. Pura Naik,

S. Nagalakshmi, N. Balasubrahmanyam, S. Dhanaraj and N.B. Shankaracharya

Packaging India, Oct-Nov ’95, Bulk Packaging of Spices

Bowers, John. Introduction to two-dimensional design: understanding form and function. New

York: John Wiley and Sons 1999[ I highly recommend this book as an introductory text to visual

communication. ]

Baldwin, Jonathan and Roberts, Lucienne. Visual communication: from theory to practice.

Switzerland: AVA Publishing 2006

Mijksenaar, Paul. Visual function: an introduction to information design. Rotterdam: 010

Publishers 1997

Pettersson, Rune. Information design: an introduction. Amsterdam: John Benjamins 2002

Newark, Quentin. What is graphic design? Hove, UK: RotoVision 2002

Roberts, Lucienne. Good: an introduction to ethics in graphic design. Switzerland: AVA

Publishing 2006

White, Alex W. The elements of graphic design: space, unity, page architecture and type. New

York: All Worth Press 2002

61

Appendices

QUESTIONNAIRE

FOR THE COMPANY STAFF

The researcher is a student of the University of Nairobi pursuing a degree in B.A (Design),

carrying out a research on ' GRAPHIC DESIGN APPLICATION IN IMPROVING TROPICAL

HEAT'S BRAND IMAGE'. This work will be purely used for scholarly work.

Kindly fill in the blank spaces.

Name: .........................................................................................

Gender: .........................................................................................

Position in company: .....................................................................

1. Do you know the concept behind the Tropical Heat logo?

.............................................................................................................................................

.............................................................................................................................................

2. Who is the target market for your products?

.............................................................................................................................................

............................................................................................................................................

3. What promotional and advertising activities has the brand engaged in?

............................................................................................................................................

............................................................................................................................................

4. Are you happy with the current image of the company? If NO or YES, Why?

............................................................................................................................................

............................................................................................................................................

5. What do you think should be done to improve its image than what it is of now?

............................................................................................................................................

............................................................................................................................................

62

6. What is your comment on the brand's current publicity? (posters, press or media adverts)

............................................................................................................................................

............................................................................................................................................

7. Has it been effective in promoting the brand image?

............................................................................................................................................

............................................................................................................................................

8. What do you think of the brand packaging?

............................................................................................................................................

............................................................................................................................................

QUESTIONNAIRE

The researcher is a student of the University of Nairobi pursuing a degree in B.A (Design),

carrying out a research on ' GRAPHIC DESIGN APPLICATION IN IMPROVING TROPICAL

HEAT'S BRAND IMAGE'. This work will be purely used for scholarly work.

Kindly fill in the blank spaces.

Name: .........................................................................................

Gender: .........................................................................................

1. How often do you use spices and herbs in your food?

........................................................................................................................................

........................................................................................................................................

2. What else do you use spices and herbs for apart from cooking?

........................................................................................................................................

........................................................................................................................................

3. What do you look for when buying spices and herbs?

........................................................................................................................................

........................................................................................................................................

4. Does the packaging influence your choice?

........................................................................................................................................

63

........................................................................................................................................

5. How many spice and herbs brands are you aware of? Which if your preferred brand?

........................................................................................................................................

........................................................................................................................................

6. Would advertising of a spice brand influence your buying choice? Through what

medium would it appeal most to you?

........................................................................................................................................

........................................................................................................................................

7. Is the Tropical Heat spice and herbs packaging visually attractive?

........................................................................................................................................

........................................................................................................................................

INTERVIEW GUIDE

Are you aware of the Tropical Heat brand?

How would you rate the packaging of their products?

Would you recommend new designs for their products?

What do you look for in a spice brand?

64

BIBLIOGRAPHY

Bowers, John. Introduction to two-dimensional design: understanding form and function. New

York: John Wiley and Sons 1999

Baldwin, Jonathan and Roberts, Lucienne. Visual communication: from theory to practice.

Switzerland: AVA Publishing 2006

Mijksenaar, Paul. Visual function: an introduction to information design. Rotterdam: 010

Publishers 1997

Pettersson, Rune. Information design: an introduction. Amsterdam: John Benjamins 2002

Newark, Quentin. What is graphic design? Hove, UK: RotoVision 2002

Roberts, Lucienne. Good: an introduction to ethics in graphic design. Switzerland: AVA

Publishing 2006

White, Alex W. The elements of graphic design: space, unity, page architecture and type. New

York: All Worth Press 2002

Dougherty, Brian (2008). Green Graphic Design, New York: Allworth Press.

65

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