THE HERB FARM REVISITED
Curriculum Links
Branding / Product Awareness
Discussion points and activities for primary students – levels 3/4
The Herb Farm people spend a lot of time looking at logos, labels and names for their product. They also employed others to consider the whole marketing question. Clients' opinions were also solicited.
"The re-branding was something I really wanted to do – it gave me more ownership of the business and the products, and made it all real."
INITIAL DISCUSSION TOPIC
Main Idea: Manufacturers wish for consumers to be aware of the products. They try to create memorable images, logos and slogans.
- What is it that makes people recognise a product?
- What is effective branding?
MAIN ACTIVITIES
Main idea: People use a range of branding techniques to attract people to buy their products. Particular colours, words and images are appealing.
Bring packages to school to examine the following aspects of branding:
COLOURS USED
Activities:
- Make a chart of the colours on packaging and see if any colours predominate. Possibly primary colours are more represented. Perhaps the products which empthasise natural aspects may have greens or blues.
- Conduct a survey of other students to determine preferences of colours and then examine products aimed at young people. Do the colours used for these products or packaging reflect the survey results?
- Some colours are associated with people's moods. Students research/discuss these.
FONTS
Discussion Points:
- How big are the main words on the packaging?
- Are some words italicized or made to stand out?
- Are any words in very small fonts?If so, why?
KEY WORDS IN DESCRIPTIONS
Discussion Points:
- Are any keywords repeated on different products? New, natural, green, improved, etc.
- Students suggest key words for a particular item or the result of their own technological practice.
LOGOS
Logos are a key feature of branding product recognition.
Activities:
- Teacher provides examples of logos and students try to identify them
- Chart or graph results to see which are the most known
- Examine a logo. Attempt to work out why it has been designed. For instance, the logo for Subaru represents the bringing together of small car companies into one major producer, as well as symbolising the Pleiades (Matariki), a significant constellation in many cultures.
- Design a logo for oneself. What influences could be factors?--brainstorm aspects of student lives, such as likes, sports, hobbies, iwi, whanau, hapu and integrate some of them into the design.
- In the website Anatomy of a Logo, teachers can find a short explanation on what makes an effective logo, with a discussion on moods/colour association, logos and culture and logo longevity.
NAMING
The Herb Farm debated whether to change their name but decided against it as their product was well-established. Appropriate names are an essential aspect of branding.
Activities:
- Students examine product names and discuss whether they are 'good' in terms of making the consumer aware of the product and want to buy it.
- Often product names have unique spelling. Students find examples of 'misspelled' names.
- The letter 'K' is frequently present in product names. Students find examples and discuss why.
- The teacher suggests a particular product (new ice cream, shoe polish, sports car...) and students suggest names
INFORMING
Discussion points:
- Do people need to be informed about the benefits of a new product?
- Is it important to select an item which may be more beneficial to people or the environment?
- How can information be found?
- How do we know that the people who produce a product be relied upon to give valid information?
Activities:
Main idea: We need to find out about a product before choosing it.
- Examine packaging or enclosed leaflets for information about its effect – safety, environmental impact, nutrition ....
- Try to find evidence from other sources to corroborate this (experts, research)
- Develop a list of items/ingredients which may be beneficial/dubious
- Find examples of instances where ingredients have affected well-being-melamine, 245T etc
- What does 'organic' mean?
Say congratulations to Mum and Dad with 100% natural products. Contains; sleepwell cream (15ml), energise cream (15ml), lemongrass soap (90g), calendula hand cream (30ml).
PRODUCT LABELS
Activities:
Main Idea: Labels must inform people as well as attract them.
- Students investigate legal requirements of labeling
- Students select several food labels and graph the frequency of ingredients featuring
- Students decipher those ingredients which have code numbers
- Students design own package labels for a suggested product or the result of their own technological practice.
Curriculum Links
Primary: Tech Products: Level 1 | Level 2 | Level 3 | Vocab | Branding - Level 3/4
Secondary level: Senior discussion questions
