Lesson 3 Activity

Although many consumers read food labels and want additional nutritional information on labels, studies have found that often consumers are confused about the way in which information is presented and do not understand the information provided. Consumers need food labels that are easy to read and understand so that they can make food choices that are in keeping with the Dietary Guidelines for Americans.

You have been asked to design a label and lid for your own brand of peanut butter. As you are a young entrepreneur with limited start-up capital, you have decided to use existing cylinder shaped plastic jars that were given to you by a manufacturer. In designing your peanut butter label and lid, take into account the federal requirements regarding labeling and the marketing appeal of the nutritional value of your product. You should design this label/lid as a team project with your partner.

Materials and Supplies

Graphic supplies of your choice
Jar

Steps

Discuss as a team the graphic approach, labeling requirements and task assignment among the team members.
Initial questions to resolve as a team:

1. What are the government requirements for labeling? (Hint: Read Food Labeling Section)

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2. What do consumers want to know about this product? (Hint: Read Nutrition Section)

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Graphic design approach

Describe your customer or customer groups in terms of demographics (Who are the customers for your peanut butter?)

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Describe their lifestyles, values and preferences (What are they like?)

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Which graphic approach would appeal to them?

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Label Copy

What information is required on the label? Make a list.

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Task Assignment

Discuss as a team who will take on the different tasks in this project. Who will design the label? Who will write the copy? Who will check and make sure that all the labeling requirements are met?