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Joseph Blagrove
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GCM 110 Sec 002
October 10th 2025
Assignment #1: Printed piece; Ghost Protein
The printed piece that I will be dissecting is Ghost Whey Protein Powder. Ghost products
are heavily marketed towards frequent gym goers, also known as “Gym Rats”. Gym rats are
typically focused on very few things when it comes to their progression in the gym; the key
interests are: amount of protein, cost efficiency, calories, taste and the balance between them.
Protein powders are typically known to taste horrid, and because of this, Ghost tends to market
its products as tasty protein supplements that also supply a splendid amount of protein per
serving. There are many other protein powder options available in the market, but I believe that
Ghost does a great job of appearing as the superior product in the face of its competitors
because of its enticing design that gives a sense of credibility. The protein powder uses very
abstract fonts and elements that not only pay homage to the name “Ghost” but also give it a
modern and stylish look, which is appealing to gym rats who value both performance and
appearance. In addition to that, the branding also just gives off a “cool factor” which appeals to
the predominantly male consumers as well. Another strong suit of this print is the wonderful use
of colour. All of the colours used are also very vibrant and once again promote the feeling of
“athleticism” or “strength”. Aside from its visual appeal, GHOST also caters to its target
audience by displaying key nutritional facts in large, bold white text that immediately grabs
attention and separates it from the background. The printed piece also makes the flavour
instantly recognizable by featuring the Chips Ahoy! logo and a large image of a cookie on the
label. Due to all of these elements, I would say that the design principle that is executed
exceptionally well is contrast. As we learned in class, contrast is a very important element for
packaging because it allows your product to stand out. The logo, protein, calories, and flavour
are all very visible on the blue background, and these are the most important elements for the
target audience to see. Sometimes I see lesser-known companies have the calories only on the
nutrition label in the back, or the flavour is not explicitly said and left up to my assumption based
on the graphics. Ghost’s use of contrast with the text, as well as their strong knowledge of the
target audience, is what allows them to excel in the gym supplement industry. This printed piece
also engages our sense of sight and touch very effectively. The glossy finish gives the container
a shiny, reflective surface that instantly catches the eye, especially under the bright fluorescent
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lights found in grocery or supplement store shelves which is where this product would be
typically found. That shine not only helps it stand out among other matte or dull-looking
products, but also gives it a premium, high-quality appearance that supports the brand’s image.
When holding the container, the smooth texture of the finish feels sleek and satisfying,
reinforcing that same sense of quality. The text and logos are also slightly raised, which adds a
subtle three-dimensional feel and makes the design more interactive. This small detail makes
the product seem more carefully crafted and professional, which once again adds to Ghost’s
credibility as a top gym supplement brand
.