Social Packaging

The Message

In this project, I create packaging for sunscreen brand SunBum with the purpose of providing accurate information about sun protection and calling attention to the falsehoods involved with it. I decided to focus on the harmful stereotypes and colorism that is involved with sunscreen and people of color. I wanted to bring attention to the issue and communicate correct information about sun protection.

Research

A lot of research was involved in this project. Mainly, I focused on what stereotypes were created that involved sunscreen, where they originated from, and why they are harmful. I also focused on the colorism within hispanics, where that came from and how it relates to sun protection.

The following were the key points:

the black community may have a lower incidence of skin cancer, but those that do develop it are more likely to get a late-stage prognosis compared to people with lighter skin
many black people are told “black don’t crack”, thus believe they do not need sunscreen
a 2012 study found that 47% of dermatologists and dermatology residents admitted that they weren’t properly trained on skin conditions in Black people
a 2014 study found that Black people were prescribed sunscreen after ER visits roughly 9 times less than their white counterparts
due to the embedded skin color discrimination in Latin American history, Latinos with darker skin have experienced colorism for generations
colorism within Latino communities has formed twisted views such as light skin Latinos being seen as more beautiful and are even treated better, thus when one is born more melanated they are told to stay away from the sun to avoid getting darker

Sketching

After various rounds of sketching, I decided to tackle a variation of push-up packaging. Instead of having a box come out from another box, it would be a banana and with this, I would be able to stick with the existing SunBum brand. Additionally, instead of pushing up, you would pull out the banana. Along the sides of the box and the banana, there would graphics and information.

Prototyping

I first focused on the dimensions of the box, so I tried various sizes in white paper. Once that was finalized, I focused on the banana. Since I was only making half of a banana, I decided to make the form myself and not search for a template. The main problem I encountered was in the banana curves and trying to get the measurements right.

In order to fix my banana problem, my professor suggested to tape along the sides and that’s how I would see what sides are too long and too short and therefore get the appropriate measurements.

Graphics

I began with the graphics on the box. I wanted them to be very cute and playful to draw people in with aesthetics. Therefore, my first iteration was very lively and bright.

After feedback, I decided to change the melting sun and keep the SunBum monkey a consistent figure. I also made the palm tree outline continue to the following side of the box and inverted the colors. I was also suggested to reconsider the alliteration above the palm tree and consider incorporating the word bronze to tie in to my POC audience.

I then worked on the banana. I decided to include all the information in the banana as it would be hidden at first. The graphics are meant to pull in consumers with pretty pictures, once bought, they are forced to read the info in the banana.

After receiving more feedback, I focused on the wording of my information in the banana. The biggest change was the addition of the words “stereotypes” and “colorism”. At first, I didn’t want to be as direct in calling out the issues as I included common phrases people of color have heard in their life, so they would know what I am talking about. However, it was suggested that being direct in this section was important in order to really solidify and callout these issues.

Storyboard

I used procreate to draw all the panels of my storyboard. I based the drawings off of pictures I took in order to make the process easier for myself. After receiving feedback, I removed and combined some panels, made a more engaging title and added a bit of text. This was the first draft.