Draft Concept

CONFIDENTIAL

Next-generation Food Info Graphic: Draft Concept Directions

Key Considerations:
• Each of the following graphic concepts has been developed as very preliminary directional/”starter” ideas (not definitive graphics) to probe and prompt explorative discussion in consumer research.
• The discussion during our formative research will cover comprehension and importance (or not) of food groups, food group proportionality to eat and brief behavioral rules of thumb to use.
• The consumer feedback will inform the next stage of design, where we will refine the concepts into more concrete graphics for the next stage of consumer testing (online immersion).

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Milk

Vegetab
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ui

Low-Fat or
Fat-Free

Vegetables

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• The artwork thus far is for conceptual purposes only. We will refine the artwork and style post-formative research upon approval of the concepts to move forward with.

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ns

rot

Mostly
Whole Grains

ein

Fruits
Protein

Grains
Mostly Whole Grains

Milk

Think before you eat.

Low-Fat or Fat-Free

P

Eat foods that work for you, not against you.
Regain control over the sugar and salt you consume.

A. Half Your Plate F&V
The focus of this concept is proportionality of the
food groups (since calorie limits/serving sizes are
not one-size-fits-all), with an emphasis on eating
fruits and vegetables.

B. Think Before You Eat
This concept focuses on mindfulness and explores
emphasis on fruits, vegetables and grains/the more
plant-based food groups (top half of bubble). The
design is also meant to explore whether consumers
relate the food group proportions it to a plate/their day.

C. Rocky
Unlike Concepts A and B, which are purely informational,
this concept focuses on the emotional connection of
victory/I can do this/I did it with the “Rocky”-like figure on
top of the (now draft) three key “what” messages. It also is
designed to be a visual linkage to a pyramid to leverage
the brand equity of the general food pyramid concept.