3/4/2023 - 27/4/2023 / Week 1 - Week 4
Trinity Wong Ka Yi / 0348778
Packaging and Merchandising Design / Bachelor of Design in Creative Media / Taylor's University
Exercises
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LECTURES
LECTURE 1 - What is packaging?
Purpose and Function:
- Physical protection
- Identification
- Transportation
- Differentiation
- Communication
- Marketing
- Differentiation
- Communication
- Marketing
Info to include on packaging:
- Product name
- Net quantity
- Ingredients
- Nutritional info
- Country of origin
- Manufacturer info
- Nutritional info
- Country of origin
- Manufacturer info
- Warning labels
LECTURE 2 - Understanding board tools and techniques
Tools of a packaging designer:
- Metal ruler
- Scoring tool
- Cutting mat
- T-square
- Adhesive
- Cutter and scissors
Structure of packaging
It is important that the goods are packaged correctly and protected during transportation.
4 basic structures:
- Six-sided box
- Pyramid
- Cone
- Cylinder
Six-sided box:
Simple to construct and practical to stack, transport and display.
Pyramid:
More complex, can be designed with three or more sides, base will change accordingly.
Cone:
Similar to pyramid, but base is round with a triangular side. Uncommon in packaging design.
Cylinder:
Similar to cone, has single vertical side that curves around. Typically made from moldable materials like plastic or metal.
Studio techniques:
- Die cut
- Emboss/Deboss
- Perforations
- Pop-ups
- UV varnish
LECTURE 3 - Box types and styles
Common Box Types:
• Folding Cartons
• Rigid Boxes
• Set-up Boxes
• Cardboard Boxes
• Corrugated Boxes
• Paperboard Boxes
Common Box Styles for Tuck Top Boxes
Reverse Tuck End (RTE)
Straight Tuck End
TT Snap-Lock Bottom
TT Auto Bottom
LECTURE 4 - Packaging and Branding
4Ps in the Marketing Mix:
- Product
- Price
- Place
- Promotion
The role of packaging is changing from protector > info provider > persuader.
Now, its main use is to attract attention, describe the product and make the sale.
Importance of it in business:
- Attracts attention
- Differentiates from competitors
- Builds brand identity and recognition
- Communicates brand message
- Influences consumer perception
- Supports marketing and promotion
House of Brands vs Branded House
A House of Brands is the exact opposite of a Branded House. Whereas a Branded House maintains the focus on a single, well-known and consistent brand, a House of Brands is home to numerous brands, each independent of one another, and each with its own audience, marketing, look and feel.
House of Brands: Unilever, Nestle, Kellogg, Coca-Cola, etc.
Branded Houses: Google, Nike, Apple, etc.
Consistency in Packaging and Branding:
- Leads to brand recognition
- Repetition makes customers more likely to choose you
- Personalization
LECTURE 5 - Intro to Shelf Display
Shelf display is one of the most effective ways of grabbing the attention is trough the point-of-purchase display. The point of successful packaging design is to stand out from the crowd.
The sale begins with eye contact.
A point-of-purchase display aka P.O.P attracts the audience, draws them in close and make a sale. A well-designed one helps searates a product from its competitors, focus consumer attention and serve as a directed advertisement.
A POP display should:
- complement the current advertising campaign for the product
- be designed to show the package in its best light
Types of POP displays:
- Shelf Talkers
- Wobbler
- High-back countertop
- Tall-Back Floor-Standing
- Window display
- Floor sticker
INSTRUCTIONS
TASKS
Exercise - Packaging Design Analysis
Product Analysis:
Conduct a thorough analysis of the existing packaging design. Identify the specific short comings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding.
Market Research:
Investigate the target market for each product and assess how the current packaging aligns with the expectations and preferences of the target audience.
Competitor Analysis:
Research and analyze the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category.
The final work will be assessed based on the following criteria:
• Accuracy of measurements
• Quality of the construction
• Attention to detail
• Problem-solving
WEEK 1
Product 1: Rayaco 300 Natural Color Toothpicks
First of all, this is probably one of the most unhygienic and hideous toothpick packaging I have ever seen. When I first saw it, I knew it was the one. Based on the box structure, it is made of a very flimsy thin piece of card paper, which fails to hold the structure of the box properly. Furthermore, the box is unable to keep itself closed, relying on a small piece of tape to keep it from opening. Even so, there were a few pieces of toothpicks sticking out of the box.
On the surface, it is also not visually appealing. The headline is misleading. In my opinion, "Tooth Picks 300" would lead one to assume that there are 300 pieces in the box. However, "300" is actually the product code, while the number of toothpicks inside is not disclosed. The lack of contrast between the red text and the blue background also makes it hard to read. One can argue that since it is a small item, a lack of space makes it difficult to convey everything necessary. However, an unnecessary graphic element resembling a fan is placed in the corner of the top and bottom side, whereas there are no elements communicating toothpicks throughout the whole packaging. On both the left and right side, the manufacturer is listed, which is unnecessary repetition.
Target Audience: General public who use toothpicks.
Toothpicks are commonly bulk-sold in either a plastic pack or in a plastic dispenser. This maintains the product stays hygienic until opened by the consumer. An example is Wenbo Bamboo Toothpick. Albeit in Chinese, hierarchy is present and the heading states clearly that they are bamboo toothpicks, and it is stated that there are 200 pcs estimated. To emphasize that they are made of natural bamboo, a bamboo graphic is seen on the right side. By using plastic, the consumers are also able to see how the toothpicks look like, which works in their favour as their toothpicks appear of high quality, compared to Rayaco's sad wooden sticks. Overall, the functionality and visual aesthetic of Wenbo overshadow Rayaco by a huge margin.
Product 2: Astar S206 Thumb Tacks
This packaging is so dangerous, that it protects neither the product nor the consumer. First off, the material is a thin card which works well as the product is relatively small. At first glance, the closing mechanisms are also firm enough to keep the product from falling out. However, it appears that the workers for this batch forgot to glue a side, or it was just meant to be like that. Either way, one gentle pull, and the whole box falls apart. This led to many thumbtacks falling out from the box corner onto the floor and nearly killed the other customers in the store (could have stabbed someone in the foot with rust and sent them to the hospital).
Aesthetic-wise, it isn't super bad, but not good either. The heading is clear and the size and number of pieces are clearly stated too with good contrast which makes it easy to read. An image of the product is also provided and the brand logo is easily identifiable in the top left corner. The typography and colour scheme is simple and consistent, with all information needed clearly shown.
Target Audience: Students and office workers who need to pin things up.
J. Burrows Thumb Tacks are a great example because they ensure the protection of the product (and consumer) by using a reusable solid plastic box with a firm closing. The aesthetics are also not bad by including the necessary information clearly using hierarchy and contrast, although the length and item count could have better contrast. Overall, J-Burrows does it simple, straightforward, and visually appealing enough.
WEEK 2
Product 3: Kacang Wangi
Yes, the brand is Kacang Wangi. Honestly, this looks hideous and unappetizing to me. Funcationality-wise, this works as most, if not all prepackaged peanuts come in this type of plastic packaging, which helps to keep the product safe and fresh. However, the aesthetics are just unappealing. First, I can't tell which is the heading, KW or Kacang Wangi, or both? The text are also written in three different colours alternatively which makes it hard to read, as if the background image of the peanuts wasn't already making it harder. The brand is also not clear as it is not clearly shown or stated, unless you look at the manufacturer information. The top and bottom lines also multicoloured lines which does not correlate to the rest of the colours used in the design. In the back the information is at least clearly stated and easily readable due to the light blue box which contrasts with the black text.
Target Audience: Anyone who likes peanuts.
Tong Garden, a local go-to brand for any nut snacks. The brand is very obvious and clear, as well as the product which is salted peanuts. Image provided also appears appetizing and helps convey the product from a distance. A tear indicator is also present which helps consumers identify the best way to open the packaging. Overall, it is not the most visually appealing nut packaging ever, but it is straightforward while maintaining its appeal.
Yes, the brand is Kacang Wangi. Honestly, this looks hideous and unappetizing to me. Funcationality-wise, this works as most, if not all prepackaged peanuts come in this type of plastic packaging, which helps to keep the product safe and fresh. However, the aesthetics are just unappealing. First, I can't tell which is the heading, KW or Kacang Wangi, or both? The text are also written in three different colours alternatively which makes it hard to read, as if the background image of the peanuts wasn't already making it harder. The brand is also not clear as it is not clearly shown or stated, unless you look at the manufacturer information. The top and bottom lines also multicoloured lines which does not correlate to the rest of the colours used in the design. In the back the information is at least clearly stated and easily readable due to the light blue box which contrasts with the black text.
Target Audience: Anyone who likes peanuts.
Tong Garden, a local go-to brand for any nut snacks. The brand is very obvious and clear, as well as the product which is salted peanuts. Image provided also appears appetizing and helps convey the product from a distance. A tear indicator is also present which helps consumers identify the best way to open the packaging. Overall, it is not the most visually appealing nut packaging ever, but it is straightforward while maintaining its appeal.
Product 4: Kellyone ChaCha Cherry Blossom Peach Tea
Functionality wise, the bottle is very sturdy and appears more premium than other bottles due to its unique shape and a golden-like cap. It is also reusable which may appeal to people who wants to reuse or upcycle the bottle. The illustrations are also very appealing which would lead consumers to reach out for it on the shelf. However, when it comes to information, it is hard to identify what is the brand or the flavour easily. By putting the words vertically, it is harder to read, which adds on to the lack of contrast due to the reflective gold finishing on all text. Towards the side, the information is almost incomprehensible as the font size is already small, and it is also distorted and compressed horizontally.
Target Audience: Anyone who likes flavoured tea.
Functionality wise, the bottle is very sturdy and appears more premium than other bottles due to its unique shape and a golden-like cap. It is also reusable which may appeal to people who wants to reuse or upcycle the bottle. The illustrations are also very appealing which would lead consumers to reach out for it on the shelf. However, when it comes to information, it is hard to identify what is the brand or the flavour easily. By putting the words vertically, it is harder to read, which adds on to the lack of contrast due to the reflective gold finishing on all text. Towards the side, the information is almost incomprehensible as the font size is already small, and it is also distorted and compressed horizontally.
Target Audience: Anyone who likes flavoured tea.
Seasons also similarly has a unique bottle shape and vertically placed brand logo. As image of the tea in a glass with ice and a cut peach is shown to further appeal to consumers and making is clear that it is peach tea. The red and yellow colours used are also among the commonly used colours in food and beverage. However, I think there is too much going on with the visuals and it could be toned down while still emphasizing the flavour of peach tea. It is also too saturated in my opinion, which gives me eye strain the longer I look at it. As the images take up a lot of space, the information has limited space is is forced to be small, which makes it hard to read and identify. Overall, Kellyone does appear more appealing compared to Seasons, but suffers from the same issue of not having information clearly shown.
Seasons also similarly has a unique bottle shape and vertically placed brand logo. As image of the tea in a glass with ice and a cut peach is shown to further appeal to consumers and making is clear that it is peach tea. The red and yellow colours used are also among the commonly used colours in food and beverage. However, I think there is too much going on with the visuals and it could be toned down while still emphasizing the flavour of peach tea. It is also too saturated in my opinion, which gives me eye strain the longer I look at it. As the images take up a lot of space, the information has limited space is is forced to be small, which makes it hard to read and identify. Overall, Kellyone does appear more appealing compared to Seasons, but suffers from the same issue of not having information clearly shown.
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