Packaging & Merchandising Design:Exercise / Case Study
25/4/2024-16.5.2024Week 1 - Week 4
YeXinyan / 0355096
Packaging and Merchandising Design / Bachelor of Design (Hons) in
Creative Media / Taylor's University
Task 1: Exercises -Case Study
Instructions
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Lectures:
The Evolution of Packaging:
Around 5000 BCE, the first known packing was made from natural materials
like bark, leaves, and reeds. It was used to carry and store food and
other items.
2600 BCE: The Egyptians used a plant called papyrus to make something that looked like paper and used it for packaging.
2600 BCE: The Egyptians used a plant called papyrus to make something that looked like paper and used it for packaging.
1500 BCE: The Greeks and Romans stored and moved liquids like wine and olive oil in clay pots, amphorae, and jars.
In 1850, the first paperboard box was made in England. This was the start of modern cardboard packing.
In the 1890s, cellulose film that is clear and doesn't absorb water was created. It quickly became popular as a way to wrap food and other items.
The first metal cans came out in the 1900s, giving people a new way to store and carry food.
In the 1930s, synthetic materials like polyethylene and polyvinyl chloride (PVC) were used to make the first plastic packages.
In the 1950s, the first aerosol cans came out, which changed the way personal care and household goods were packed.
1970s: Concerns about sustainability and the environment led to the creation of package materials that can be recycled and break down naturally.
2000s: The growth of e-commerce and online shopping has led to the creation of new packing technologies, like bubble wrap, air pillows, and other materials that keep items safe while they're being shipped.
Design of packaging must consider factors:
- Target Audience
- Product Positioning
- Brand Identity
- Marketing Strategy
Elements needed for packaging design：
- Shape
- Color
- Typography
- Imagery
- Material Choices
Exercise / Case Study
Duration: 4 weeks (1 product a week)
Product analysis must include:
Analysis:
Conduct a thorough analysis of existing packaging designs. Identify
specific shortcomings of current packaging.
Consider factors such as functionality, aesthetics, sustainability,
target audience and brand
Market research:
Investigate the target market for each product and
evaluate how current packaging meets the expectations and preferences of
the target audience.
Competitor Analysis:
Research and Analysis.Learning objectives, evaluation criteria and
packaging design of similar competing products. Identify trends and best
practices in packaging design within this product category.
WEEK 1
Product 1
Fig1.1
KBM Bamboo Skewer (jpg)
-Product Analysis
To begin with, this product is of superior quality because it has been
sterilised at a high temperature and does not contain sulphur dioxide.
The product package is not eco-friendly because it is composed of plastic. In keeping with the current trend of green environmental preservation, the packaging for hygienic bamboo skewers should use eco-friendly materials. This bamboo stick product's packaging is easily broken and does not provide adequate protection for the goods. Additionally prone to damage during transit is the packing. To guarantee that the product stays intact during transit and storage, the design should prioritise simplicity of opening and storage. tidy. The primary purpose of packaging is to shield the bamboo skewers from contamination or damage while they are being transported and stored, but because of how easily damaged this packaging is, this is not always possible. I believe that the product package might be made to be simple to open and close. Additionally, the product's essential information, including specs, quantity, manufacturing date, shelf life, usage guidelines, and safety measures, should be included on the packaging. There is nothing like that in this product. Future iterations of this product must include recyclable or biodegradable materials due to the growing concern over environmental issues among contemporary consumers. Consequently, using eco-friendly products might improve the reputation of the brand.
The product package is not eco-friendly because it is composed of plastic. In keeping with the current trend of green environmental preservation, the packaging for hygienic bamboo skewers should use eco-friendly materials. This bamboo stick product's packaging is easily broken and does not provide adequate protection for the goods. Additionally prone to damage during transit is the packing. To guarantee that the product stays intact during transit and storage, the design should prioritise simplicity of opening and storage. tidy. The primary purpose of packaging is to shield the bamboo skewers from contamination or damage while they are being transported and stored, but because of how easily damaged this packaging is, this is not always possible. I believe that the product package might be made to be simple to open and close. Additionally, the product's essential information, including specs, quantity, manufacturing date, shelf life, usage guidelines, and safety measures, should be included on the packaging. There is nothing like that in this product. Future iterations of this product must include recyclable or biodegradable materials due to the growing concern over environmental issues among contemporary consumers. Consequently, using eco-friendly products might improve the reputation of the brand.
Fig1.2
Suncha Bamboo Sticks (jpg)
-Competitor Analysis
WEEK 2
Product 2
.jpg)
Fig2.1
BOAT Kerupuk Ikan (jpg)
-Product Analysis
Found in a Chinese supermarket, the plain tones of this packaging create a
sharp contrast with the other vibrant colors of the packaging.This is a
snack from Thailand.
First of all, this package does not have a good ability to preserve food.
The upper end of the package is still tied with a rubber band, which makes
it very crude. It is extremely easy to fail to protect the product during
transportation and is easily damaged, especially when the food in the
package contains Bamboo skewers, this greatly increases the probability of
bag breakage. And you can smell the food in the bag through the food bag,
giving buyers a very unclean feeling.What needs improvement in this
package is its sealing and firmness.
The packaging of this product only comes in two colors: red and yellow.
When placed together with other snack packaging, it does not make people
want to buy it. The transparent plastic packaging is not very strong and
has poor taste isolation. This packaging is not very sustainable. The
target audience of this product is children or students, but even if the
target audience finds the top rubber band packaging convenient, when they
take out the product, they will find that the food sticks are stained with
juice. They have one hand.The consumers who are interested in Thai fish
skewers may include those who are interested in Asian cuisine, who are
concerned about healthy eating, and who enjoy trying new cuisines.
Additionally, the target market may include professionals working in the
catering sector and visitors. Through strategic market placement and
advertising among these categories, brands have the ability to attract the
consumers they are targeting.
First, I think we should think about using Thai cultural aspects in the
design of the packaging, like Thai traditional patterns, decorations,
colours, and so on. This can help people taste the Thai flavour of the
product and attract people who are interested in Thai culture and food.
Using colours and textures that match the image of the product can also
make the package look better. If you want to make the packing for tasty
treats like Thai fish skewers look more appealing, you could use fresh,
bright colours and materials with different textures. Thai fish skewers
are often bought as takeout or as street food, so the package should be
easy to carry and eat. Think about boxes that are simple to open and close
without getting your hands dirty.
Fig 2.2
Chuan brand fish jerky (jpg)
-Competitor Analysis
The product package features a prominent "ship brand" emblem on the
front, accompanied with a fish design that enhances brand awareness and
alludes to the product's seafood characteristics. To help draw
customers' attention and make it simple for them to distinguish between
different items, the packaging uses four different colors—blue, black,
red, and green—to signify different flavours or kinds. The bag design
guarantees that the product stays fresh and hygienic before opening,
preventing juice from seeping out, and the crackling pattern on the
product packaging's background gives the entire design a more dynamic
and contemporary visual impact. This little packet is easy for customers
to carry around and works well as a snack for any situation.
WEEK 3
Product 3
.jpg)
Fig 3.1
Coconut Juice (jpg)
-Product Analysis
The box has a lot of phrases and patterns together with a high
colour contrast, which could look overly complex and detract from
its visual beauty—especially for customers who like simple
designs. The packaging has a lot of text, coconut patterns,
spokesperson images, and other mixed-media features, which may
make the brand image less cohesive and distinct. Additionally, the
box has stickers rather than printing, which gives it a cheap,
textured appearance. Customers who are concerned about the
environment may get concerned since there are no clear
environmental protection indicators or details on the packaging,
which makes it difficult to communicate the product's sustainable
qualities. Furthermore, there isn't a defined market positioning
for the product. The existing packaging design may come off as
excessively archaic and lacking in style and modernity if the
target market is younger people. Consequently, older middle-aged
or senior persons may be the brand's target demographic. The
spokesperson for this product is a member of the younger customer
group, therefore while the spokesperson's images may draw some
attention, the effect may be restricted as the target audience may
not recognise them.
Too traditional and intricate of a design may not live up to the
aesthetic and environmental expectations of younger consumers.
Slogans and spokespersons on packaging may draw in middle-aged and
older consumers, but too much complexity in the text can actually
make it harder for them to read.
Fig 3.2
Coca-Cola (jpg)
-Competitor Analysis
This product is positioned in the market as a functional drink
that can quickly replace your body's water supply. Red and white
are the colours of the product package. White denotes simplicity
and purity, whereas red is a representation of vigour and passion.
The two work together to give Coca-Cola's packaging a striking
visual presence. The handwritten typeface used in the logo is very
traditional and conveys both company identification and heritage.
Customers feel close to and trustworthy with this logo.
WEEK 3
Product 4
.jpg)
Fig 4.1
Ling Wing Kong Candle (jpg)
-Product Analysis
Because candles are delicate, proper protection must be
provided while packaging. This product can easily be harmed
because it just utilises a thin piece of paper to cover the
candle. The product's protective design has to be
reinforced. Furthermore, the packaging's homogeneous blue
and white colour scheme is too traditional and uninspired.
It might not catch the intended audience's interest. The
visual design requires more ingenuity, and the level of
recognition is poor. It is not done that consumers cannot
naturally perceive what the product is. It is not possible
to properly communicate the brand's image and value through
customer attraction. This product's primary target market
may be those in the 25–45 age range. There is a lot of
demand from this age range for creating ambiance and
decorating homes. Interior design and home décor are often
enjoyed by this group. This demographic has high standards
for the aroma and aesthetic qualities of candles. So,
customers in this age range might not find the product
packaging appealing. As a result, the product lacks
sustainability.
Fig 4.2
Aydryco aromatherapy (jpg)
-Competitor Analysis
The product is packaged in jars, which almost avoids damage to the product during transportation. The packaging adopts a minimalist design, mainly in modern black and white tones. The text information on the label is concise and clear, without unnecessary decoration, making the product vision high-end and professional, and the black container gives a high-end and refined feeling, and is also very suitable for shelves in various environments. Environmentally friendly and sustainable packaging is a hot trend right now. The product uses glass components of recyclable materials, which conveys the brand's environmental protection concept and gives consumers a good impression.
Feedback
-Week2
The product is clean and environmentally friendly but the
packaging is not environmentally friendly and can be
researched and analyzed.
All four packages are suitable for analysis.
Reflections
-When I originally started looking for improper packaging, I assumed that the majority of the causes were products whose packaging did not appeal to today's consumers. After doing some research and analysis, I came to the conclusion that there are a number of factors that contribute to poor packaging, including the fact that the information on the packaging and its colour expression differ, the ease with which consumers can be misled, the difficulty for consumers to read information that is cluttered or excessive, the inadequacy of cheap packaging to adequately protect the product, etc. Even so, I believe I gained a lot.
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