MEET THE Designers:
Junwei Shen
linkedin.com/in/junwei-shen-0921582a2/
SUMMARY
This project investigates how food marketing tactics—such as character branding, color psychology, and placement—shape children’s food preferences and contribute to unhealthy eating habits. By analyzing in-store experiences, media strategies, and emotional responses, I uncovered how these tactics heavily target kids at the expense of health. The project aims to explore marketing solutions that retain fun while encouraging better nutrition.
challenge
Children are routinely exposed to unhealthy food advertising that uses characters, color, and placement to create emotional connections and drive demand. These strategies exploit kids’ attention and influence household purchases, often against their nutritional interests. I identified this gap through observational research and empathy mapping of children's and parents’ experiences in retail settings.
Outcome
The outcome is a reframed marketing strategy prototype that keeps visual appeal but redirects messaging toward health. Inspired by existing fun-but-healthy brands, the concept uses engaging characters and eye-catching packaging to promote nutritious snacks, bridging the gap between child appeal and parental approval.
