Packaging and Merchandising Design- Task 1: Case Study & Box Design

 Packaging and Merchandising Design- Task 1: Case Study & Box Design

Week 1 - Week 4 (25/09/2024 - /10/2024)
Xing Yu 0361463
Bachelor of Design (Hons) in Creative Media
MER 60104/ Packaging and Merchandising Design
Exercise / Packaging Design Analysis

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INTRODUCTIONS

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LECTURES

5000 BC: The earliest forms of packaging appeared for storing and carrying items such as food, made from natural materials such as leaves, reeds, and bark.

2600 BC: Ancient Egypt used papyrus plants to make paper-like materials for packaging.

1500 BC: Ancient Greece and Romans used clay pots, amphorae, and jars to store and transport liquids such as wine and olive oil.

1850: The cardboard box was invented in United Kingdom, laying the foundation for modern cardboard packaging.

1890s: Cellophane, a translucent, moisture-resistant cellulose film, was introduced and quickly became the mainstream way to package food and other goods.

1900s: The first introduction of metal cans revolutionized the way food was transported and preserved.

1930s: Synthetic materials such as polyethylene and polyvinyl chloride (PVC) began to be used to make plastic containers.

1950s: The first aerosol cans revolutionize the way home and personal care products are packaged.

1970s: With the focus on sustainability and environmental issues, recyclable and biodegradable packaging materials were developed.

2000s: The rise of e-commerce and online shopping gave rise to new packaging technologies such as air cushions, bubble wrap, etc., which were used to protect goods during transportation.

The purpose and function of the packaging

Physical protection: Packaging protects the integrity of goods during handling, storage, and transportation, preventing damage.

Identification: Effective packaging design can help customers quickly identify the product, displaying the product name, brand, and other key information.

Transportation: Ensure that goods can be transferred from the manufacturer to the customer easily and safely.

Differentiation: Make your products stand out on the shelf with unique color schemes, typography, and illustrations.

Communication: Packaging should be concise and clear to convey product information and how to use it.

Marketing: Packaging design should be consistent with the overall brand image and marketing strategy of the business.

Packaging information

Product name: clearly marked for easy identification.

Net quantity: Indicates the quantity or weight of the product.

Ingredients: List ingredients that may have an impact on the consumer's health.

Nutritional information: For example, food products need to be labeled with calorie, fat and other information.

Country of Origin: Indicate the country of manufacture.

Manufacturer Information: Provide contact information for the manufacturer or distributor.

Warning Labels: Provide warning information for products that are at risk.

Tools & Techniques for Packaging Design

Packaging design requires not only manual skills, but also innovative thinking. Commonly used tools include metal rulers, cutting pads, adhesives, etc. In addition, different types of packaging structures (such as polyhedron, cone, cylindrical) also have their own characteristics, and the design needs to choose the appropriate structure according to the needs of the product.

Common packaging types include folding cartons, rigid boxes, and corrugated cardboard boxes, which are suitable for different product transportation and display needs.

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Exercise – Packaging Design Analysis

In this exercise, we will select four different types of product packaging (e.g., boxes, bottles, paper bags, etc.) on the market that have obvious problems with their packaging design. When selecting, you need to use what you have learned, combining overview, product analysis, market research and competitor analysis to evaluate these products with poor packaging design.

Product Name

Fresh light Super Bleach Fresh Light Super bleach

overview

About

This is a hair bleach product from Schwarzkopf, which is mainly used to bleach dark hair to a lighter color, suitable for use before hair color adjustment. The product uses a "double oil formula" which contains sunflower oil ingredients and is advertised as nourishing hair and reducing damage while bleaching it. The packaging design uses a cartoon doll image, with a bright yellow background and shiny decoration, which is full of vitality and cute style.

Product Analysis

Bad design: Unclear target audience: The packaging design is dominated by cute doll images, giving the impression that this product may be aimed at young women or even teenagers. However, hair bleaching products themselves are beauty products with strong chemical components and are suitable for adult women. There is an inconsistency between the packaging and the use of the product, which is easy to mislead consumers.

Too cartoonish image: Although the doll image on the package is visually attractive, the hair bleaching agent is essentially a professional and powerful beauty product, and the use of cute doll image may weaken the professionalism of the product and affect its high-end market positioning.

Lack of clear display of hair bleaching effect: compared with cartoon image, the packaging does not intuitively display the effect of hair bleaching or color plate, consumers can not see the specific effect of product use at a glance, which may affect the purchase decision.

The level of information is complex: in addition to the Chinese description, the packaging also has a variety of language instructions and logos, the overall information is complicated, not concise and clear. Too much decoration and text can easily make people feel visually tired, and it is difficult to get key information quickly.

Component analysis

The dual Oil formula: Helianthus Annuus Seed oil (Helianthus Annuus Seed Oil) and other mineral oil ingredients advertised on the package are intended to reduce the damage of the hair bleaching process, which is a highlight, but whether they are really effective depends on the condition of the user's hair and the frequency of hair bleaching.

The contradiction in the instructions for use: the main ingredients of the bleaching agent are powerful chemicals, and although the product promotion can nourish the hair, the bleaching itself is a damaging process, and the promotion of the hair care effect may be questioned by consumers.

Market Research

Mainly for the pursuit of fashion and trend of young women market, especially for hair color, hair bleaching demand groups. This type of product is suitable for consumers whose hair color changes frequently, such as fashion lovers who are keen on hair color transformation.

The cute style of the packaging design indicates that its target customers may be young and love cartoon style consumer groups.

Competitive analysis:

Similar hair bleach products on the market, such as L 'Oreal, Wella, etc., pay more attention to the professional design on the packaging, which may have a stronger appeal to the high-end market. By contrast, the Fresh light collection is designed to be cute and cartoonish, which, while unique, may miss out on a segment of the customer base that is looking for professional effects.

The strength of the product is its brand background (Schwarzkopf is an internationally renowned hair brand), which gives the product a basic level of trust and is suitable for attracting consumers in the middle and low end of the market at a cost-effective price.

Product name

Jack 'n Jill Roller Coaster (Original, Cheese Flavor)

overview

Product Introduction

This is a potato ring snack by Jack 'n Jill and is available in both plain and cheese flavors. Its packaging is in the shape of a rigid cylinder with a capacity of 100 grams. The products are sold as "Real Potato Yumminess" and "Mega Crunch" and are mainly appealing to consumers who prefer snack foods such as potato chips.

Packaging design analysis

Although the packaging design of this product has its own characteristics, there are some shortcomings:

Too traditional: The packaging design is not significantly innovative, and the patterns and color schemes used are similar to those of other potato chips on the market, making it easy to drown on the competitive snack shelves.

Color matching is too saturated: The combination of red and blue is easy to cause visual fatigue for consumers and may lack sufficient visual layering.

Too much information: The text and image elements on the front are too crowded to give the impression of being concise and clear. Studies have shown that simple packaging design is more effective in conveying product information.

Market research

In market research, it is crucial whether the packaging can attract the attention of consumers. Potato snacks like Jack 'n Jill are sold in most supermarkets, and the main target group is young people and family consumers. Therefore, it is necessary to analyze the preferences and snack consumption trends of these groups before designing.

Competitor analysis

Jack 'n Jill's main competitors include big brands such as Lay's, Pringles, and others. These competitors tend to be sleeker and cleaner in terms of packaging design and have a more recognizable brand. As a result, Jack 'n Jill needed to stand out with a more innovative packaging design.

Product Name

Lindt Lindor Switzerland Lindt Chocolate (3pcs)

overview

Product Overview

Lindt Lindor is a classic product from the famous Switzerland chocolate brand Lindt, using high-quality Switzerland milk chocolate with a silky soft filling. Packaged in 3 pieces, the product is suitable for small-scale sharing or single enjoyment, and is positioned in the high-end chocolate market, with a delicate, smooth taste as the main selling point.

Packaging Design Analysis:

Poor design aspects: Limitations of product presentation: Despite the transparent window design of the packaging, consumers can only see part of the chocolate and cannot fully display its attractive appearance. For some consumers, this limitation may have weakened the desire to buy.

Packaging waste problem: The package of 3 pieces is relatively large and wasteful, especially the internal plastic takes up more space and does not make full use of the packaging area. In addition, packaging that is bulky and contains only a small amount of product may not be environmentally friendly enough for consumers, or less likely to give the illusion of value for money compared to the price.

Information confusion: There are many design elements on the packaging, with red background with white letters and chocolate patterns, although the overall style is elegant, the text part is dense and slightly cluttered, which reduces the simple beauty of the packaging.

Lack of portability: This stiffer carton design enhances the sense of upscale, but at the same time reduces portability. Compared to the common bagged chocolate, it is not convenient to carry and store.

Market research:

Lindt Lindor is aimed at the high-end chocolate consumer market, and the target consumers are mostly customers who are looking for high-quality taste and high-end consumer experience. Its positioning is mainly in two types of scenarios: holidays, special occasions and daily enjoyment. In the market, Lindt Lindor's main advantages are the brand's long history and guaranteed product quality, as well as its delicate and rich chocolate taste, which has won many loyal customers.

Competitor Analysis:

Lindt Lindor's main competitors include the following brands:

Godiva: Another high-end chocolate brand, Godiva's gift boxes are often more elaborate in design and have a variety of packaging styles for gifts and personal consumption, as well as more options for holiday promotions.

Ferrero Rocher: Ferrero has a strong presence in the gift box chocolate market, with its classic gold packaging being more attractive and recognizable, and at the same time being more affordable than Lindt, appealing to a wider consumer base.

Product Name

Dolphin Konjac Grape Jelly

overview

Product Introduction

This konjac jelly is a healthy snack with a strong grape flavor and 18% juice content as the main ingredient is konjac powder. The advertisement on the packaging shows that it is made from Japan and Korea and is suitable for consumers who like fruit flavors and healthy snacks.

Product Packaging Design Analysis

There are some problems in the packaging design of this product, which are mainly manifested in the following aspects:

Visual confusion: The use of multiple fonts and colors on the packaging, along with graphic elements, resulted in a chaotic overall look. Too much information and patterns make it impossible for consumers to quickly capture the core selling point of the product in a short period of time, which affects the attractiveness of the product.

Information overload: The front of the package not only has a large area of grape images, brand logos, konjac jelly words, but also various labels and cartoon images, which are too informative and may confuse consumers.

Not easy to carry: The packaging is designed with a soft pouch, although lightweight, the soft pouch is not easy to place, and it is not easy to keep clean during use.

No outstanding differentiation: Although the packaging claims to be "from Japan and Korea", the overall design does not have a clear sense of high-end or uniqueness, and it is impossible to make people see at a glance that it is different from other similar jelly products.

Market research

Konjac jelly has been popular in the healthy snack market in recent years, especially in Southeast Asian countries and Japan and South Korea and is favored by young people and consumers who are conscious of healthy lifestyles. However, as more and more brands enter the market, consumers' requirements for packaging design are gradually increasing. Simple, sophisticated, and functional packaging is more appealing to target consumers.

Competitor Analysis:

In the konjac jelly market, Dolphin's main competitors include brands such as Orihiro and Tropicana, among others.

Orihiro: Japan brand Orihiro's konjac jelly is known for its portability and simple, fresh design, especially in the health food sector. Its packaging design focuses on the brand image, the message is concise and clear, and it is more high-end and modern.

Tropicana: As an internationally renowned juice brand, Tropicana's jelly product line is also loved by consumers. They often highlight the purity and natural health characteristics of the juice on the packaging, attracting consumers who are looking for quality.

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Task 1 A: Case Study

1) To conduct a case study of an existing packaging design, an existing packaging design needs to be selected. It can be any design you choose. Conduct research in terms of overall design, practicality, ergonomics, target audience, and how the packaging carries the brand image.

Practicality

The packaging is highly practical, serving its purpose of keeping the chips fresh and crunchy while being lightweight and easy to transport. The size is ideal for individual consumption or sharing. The clear product labeling and simple imagery make it easy for consumers to quickly identify the product and understand its key selling points, such as the reduced saturated fat content.

Functional

From a functional perspective, the design is straightforward. The resealable bag (in some versions) or easy-to-tear top enhances convenience for the consumer. The bright colors and minimalist design help the product stand out on store shelves, making it easier for customers to locate. The large logo placement and images of chips help emphasize the product’s purpose, making the function of the packaging clear: to protect and preserve the freshness of the potato chips.

Ergonomics

The flexible plastic bag is lightweight and easy to hold or carry, fitting easily into a variety of storage options (e.g., bags, backpacks). Its soft material allows for easy opening and access to the chips without requiring much effort. The ergonomic design does not need additional tools to open and can be sealed again easily if resealable. However, the bag’s non-rigid structure could lead to crushing the chips if not handled with care.

Material

The packaging is likely made of multi-layered plastic, which is common for snack food packaging. The material is durable enough to protect the chips from external moisture and air, ensuring freshness. However, plastic poses environmental concerns, as it is not easily recyclable, which may be seen as a disadvantage for eco-conscious consumers.

How the Packaging Carries the Brand Image

The Lay's brand has always been synonymous with fun, flavor, and tradition, and this packaging reflects that image. The bright yellow color and bold logo reinforce the well-established brand identity. The use of simple, minimalistic design elements aligns with the brand's image of providing a classic and reliable snack experience. Additionally, the clear message about reduced fat content helps position Lay's as a more health-conscious option within the snack industry, which enhances the brand's appeal to modern consumers looking for balance in indulgence and health.

Brand history – Lay's

Lay's is a world-famous potato chip brand, founded in the United States in 1932 by Herman Lay. Initially in Nashville, Tennessee, Herman Lay began selling potato chips, and his brand grew to become an internationally renowned snack brand. In 1961, Lay's merged with Frito to become Frito-Lay. Later, in 1965, Frito-Lay merged with PepsiCo to become a major subsidiary of PepsiCo today. Over the years, Lay's has been committed to providing consumers with a variety of different flavors of potato chips, from classic original flavors to a variety of innovative flavors, to meet the taste needs of different people. Lay's is not only limited to the production of potato chips, but also introduces regional specialty flavors in many countries around the world to adapt to the taste preferences of consumers everywhere.

Task 1 B: Box making

2) Box Making (2 weeks) -10% You need to select 2 loose items. Entries should not exceed 300 mm in size. You need to design a box for each item. Consider the purpose of the packaging when designing the box.

Zara perfume overview

Continuing the concept of "apple juice" in the name of the fragrance, I thought that we could use a pale green and pink color scheme, green for fresh fruity aromas, and pink for apple blossom flowers. Accented with pale gold.

Flowers know Sauvignon Blanc blush

I tried to use red and white as the main color of the blush box, and then embellished it with gold fonts to make an 8*8cm square box.

Zara perfume sketch

Zara Apple juice

Zara Apple juice JPEG

Flowers know Sauvignon Blanc blush JPEG

Task 1 B （1）Zara Apple juice PDF

Flowers know Sauvignon Blanc blush PDF

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FEEDBACK

week1：miss walks us through what needs to be done for exercise: case-study.

week2：We gave presentations, and I made a case study on Lay's potato chip packaging

week3：This week we showed miss the design of the Task1 box, I got some suggestions from miss, I was missing information, so I added an introduction to the product I designed and how to use it. Finally, let's use the dotted line to represent the folding of the box.

REFLECTION

Experience

Packaging is not only to protect products from damage, it also has multiple functions such as conveying brand information, attracting consumers' attention and providing convenience. For example, liquid products such as beverages or cosmetics usually require leak-proof and well-sealed packaging to ensure product safety and quality; while fragile items such as perfumes and glass products require more solid packaging materials and cushioning designs to avoid collisions and breakages during transportation. For food products, packaging also needs to consider preservation and hygiene issues, effectively preventing external contamination and maintaining the freshness of the product. In addition, for different markets and consumer groups, the appearance design of the packaging also needs to take into account attractiveness and visual effects to meet consumers' aesthetic needs and brand positioning.

Observation

A well-designed package can convey the unique values ​​of a brand, helping consumers quickly identify and connect with the brand. Through the clever use of color, shape, material and pattern, packaging can instantly attract consumers' attention, stimulate their interest and desire to buy. At the same time, the visual elements and design style of the package will be deeply imprinted in the consumer's memory, forming a strong brand recognition, so that consumers can immediately associate specific brands and products when faced with many choices.

Finding

Through case studies, I explored the aesthetic and practical elements that influence the effectiveness of packaging. When looking at real-world cases, I found that some problems, such as unclear target audience and excessive visual complexity, can weaken the appeal of the product. This exercise taught me the importance of aligning design with brand identity and consumer expectations, and that even subtle tweaks can enhance product differentiation and consumer perception.

FURTHER READING

Packaging essentials : 100 design principles for creating packages

Packaging Design Essentials is a book that delves into the core principles of packaging design, covering the entire process from initial concept to final presentation. This book provides an in-depth look at how packaging design combines practicality and aesthetics to appeal to consumers and meet brand needs. The book explores the core principles of packaging design in detail through several chapters. The book argues that successful packaging should not only be aesthetically pleasing, but also effectively convey the brand message so that consumers can immediately identify the brand visually. The authors analyze examples of brands conveying unique styles through elements such as colors, shapes, and fonts, emphasizing the critical role of consistency in brand identity. Through in-depth visual examples and technical explanations, this chapter helps designers understand how to balance creativity and brand loyalty in design.