Packaging and Merchandising Design- Exercises: Case Study

25/4/2024- /9/2023 / Week 1 - Week 4

Song Yang / 0355576

Packaging and Merchandising Design / Bachelor of Design (Hons) in Creative Media / Taylor's University 

Task 1: Exercises  

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INSTRUCTIONS

 

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LECTURES

Week 2- What is Packaging

Introduction

• Packaging is the container or wrapping that holds a product and protects it
• It is the process of making the packaging look attractive, with consideration of target audience, brand identity, ease of use and sustainability
• Encompasses various elements: shape, colour, typography, imagery and material choices.
• A successful packaging design must balance the need for functionality and aesthetics to be both effective and visually appealing.

Week 3- Understanding Board Tools & Techniques

Introduction

Tools that a packaging designer should have:

• Metal ruler
• Scoring tool
• Cutting mat
• T-square
• Adhesive- spray mount, PVA glue
• Cutter, scissors

The structure of packaging

• Goods have to be packaged correctly and the products are protected when they are transported
• Packaging comes in a variety of shapes, sized and colours

The six-sided box

• Most common polyhedron used in storage structures
• Simple to construct and practical to stack, transport and display
• Most recognisable form in retail packaging

The pyramid

• Designed with 3 or more sides
• Base will change accordingly to the design

The cone

• Similar to pyramid, but base is round with single triangular side that turns around onto itself along the base.

The cylinder

• Has a single vertical side that curves around onto itself
• Usually made with moldable materials such as plastic and metal instead of paperboard

The Studio Techniques

• Die cutting
• Embossing
• Perforations
• Pop-ups
• UV Varnish

Week 4- Boxes type and boxes style

Common types of boxes

1. Folding Cartons

• Most common type of boxes
• E.g. Cereal box

2. Rigid Boxes

• Sturdier and do not fold or collapse
• Not always used for higher end products where perceived value is important
• Used when the product is heavy and in need of extra support

3. Corrugated Boxes

• Commonly referred to as brown cardboard boxes
• Typically has three layers
• A wavy or fluted layer is sandwiched between two flat layers
• Mostly used to ship retail-ready products to stores all over the world

Common Elements in folded cartons

• Not only for style, but in dimensions as well
• Two types of tuck top: Reverse Tuck End (RTE)  Straight Tuck End (STE) 

Reverse Tuck End (RTE)

• Top closure tucks from rear to front
• Bottom closure tucks from front to rear

Pros to RTE

• Cost effective because can run more boxes at a time
• Easy assembly
• Works well for light-weight products
• Relatively quick to load product into packaging

Cons to RTE

• Cannot hold heavy products well
• Not as aesthetically pleasing, can see visible raw edges at the front of box

Straight Tuck End (STE)

• Both the top and bottom closures tuck from front to rear

Pros to STE

• No white raw edges visible, looks more luxurious
• Avoids any blockade between tuck flap and front window film
• Easy assembly
• Works well for light-weight products
• Relatively quick to load product into packaging

Cons to RTE

• Cannot hold heavy products well
• More expensive, manufacturers less boxes at one time

Tuck Top Snap-Lock Bottom (TTSLB)

• Known as "1-2-3 bottom"
• Has bottom closure that closes in 3 simple steps

Pros to TTSLB

• Easy assembly
• Compact storing
• Works well for heavy-weight products
• Relatively quick to load product into packaging

Cons to TTSLB

• Takes more time to set-up
• More expensive than bottom tuck box

Tuck Top Auto Bottom (TTAB)

• Has a bottom closure that makes setting up box easy

Pros to TTAB

• Super fast assembly
• Compact storing
• Works well for heavy-weight products
• Super speedy to load product into packaging

Cons to TTAB

• More expensive than bottom tuck box or snap-lock bottom

Week 6- Packaging and Branding

What is a packaging?

• A container for a product
• Cover and protect the physical appearance of the product
• Includes design, colour, shape, labelling and materials used
• Plays a role in communicating the image and identity of a company
• The Importance of Packaging and Branding for Businesses

Attracts attention and differentiates from competitors

• Well-designed packaging can grab the consumer's attention and make a good first impression

Builds brand identity and recognition

• Consistent branding can reinforce brand image and create a strong brand identity
• This can lead to customer loyalty and trust

Branded house: A strategy where more than one company's products are sold under one name

House of Brands: Each brand has its own brand identity, often representing a separate demographic, need, or occasion.

Communicates brand message

• Packaging design can be used to convey information about the product (quality, ingredients, and benefits)

Influences consumer perception

• A well-designed packaging can make the product appear more premium or high-quality.
• Can influence a consumer's perception of the brand as a whole

Supports Marketing and Promotions

• Seasonal packaging can create excitement and drive sales around a product during specific times of the year.
• Packaging can be used to promote special offers or discounts

Consistency in Packaging and Branding

• Customers are more likely to make purchases and commit to your company if they recognise your brand and have a positive association

Week 7- Introduction to Shelf Display

• The whole point is to stand out from a crowd
• One of the most effective ways of grabbing attention is through point-of-purchase display

P.O.P Display

• Well-designed POP display can help separate a product from its competitors, focus consumer attention, & serve as a firected advertisement.
• Should complement the current advertising campaign and show package in its best light.

Shelf-Talker P.O.P

• Small signs attached to a retail shelf ledge. Utilised with data strips.
• Attract and communicate with customers as they are wandering the aisles

Wobbler

• Tags stuck shelves, or other surfaces to stand out
• They point customers to your product, making it stand out against other competitiors

High-Back Countertop P.O.P

• Floor standee

Window Displays

• Gains interest of passer-bys and kindles a desire to buy the product on display

Floor Sticker 

• Perfect for reinforcing existing advertising.
• Great space savers, ideal for supermarket aisles, shopping centres, etc. 

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

As a Designer, it is crucial to oversee and take into account the design, evaluation, and production stages of packages in order to effectively convey the concept and intended message of the product.

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TASK

Exercises: Case Study

For the first 4 weeks, we are required to conduct a case study on four market products with poor packaging design. In the case study, we have to cover:

Product Analysis

• Identify challenges and shortcomings
• Consider factors including functionality, aesthetics, sustainability, target audience and branding

Market Research

• Assess how the current packaging aligns with the expectations and preferences of the target audience

Competitor Analysis

• Research and analyse the competitor products of the same category

Identify the trends and best practices in design within this product category

Week 1

Fig 1.1 Picture of Dried Fruit

The main target group of this product is middle-aged and elderly people (40-60 years old) . Visual design: The color matching and pattern design of the outer packaging are relatively simple, but one obvious problem is that "FOODS" in the lower right corner of the packaging bag is misspelled as "FODDS", which will leave an unprofessional impression and reduce the quality of the product. Credibility and appeal.

Material and quality: The material used in the outer packaging is relatively ordinary, with average texture, and does not highlight the high-quality features of the product. In addition, the material does not use environmentally friendly materials, which is inconsistent with the current consumer psychology of increasing environmental awareness.

Information conveyed: The text information on the outer packaging is concise and clear, but spelling errors can cause confusion and misunderstanding for consumers, affecting their trust in the product. In addition, important information such as the specific origin and production date of the product is not provided on the outer packaging, which may cause confusion among consumers.

Functionality and sustainability: The outer packaging has poor functionality and does not consider the convenience of use for middle-aged and elderly people, such as easy opening and easy storage. At the same time, the materials used in the outer packaging are not environmentally friendly and lack a sense of responsibility for the environment.

Price and Value: The design of the outer packaging is not commensurate with the price of the product. Consumers may doubt the quality of the product due to the low texture of the outer packaging, resulting in hindered product sales.

Competitor Analysis

Fig 1.2 Picture of Dried Fruit

Target group

• Healthy diet group: The main ingredients of the product are dates and walnuts, which are healthy natural ingredients. It is suitable for people who pay attention to healthy diet, especially those who like traditional Chinese snacks.
• Snack lovers: The packaging is small and easy to carry, suitable as a daily snack.

Material and quality

• Bag sealing design: It can effectively prevent moisture and oxidation, and maintain the freshness and taste of the product.
• High-quality materials: Assuming that the packaging material is harmless and safe plastic or composite material, it meets food grade standards.

Functionality and sustainability

• Convenience: The packaging is small and light, easy to carry, and suitable for travel or going out.
• Sustainability: If the packaging material is recyclable or environmentally friendly materials are used, this will increase its sustainability.

Ornamentality

• Visual design: The packaging design is simple and generous, with bright colors, which is conducive to attracting consumers' attention. The red part highlights the traditional and healthy attributes of the product, and the transparent display window allows consumers to intuitively see the appearance of the product.
• Image and text: The actual style of the product and the pattern of ingredients are displayed on the packaging, which increases visual appeal and authenticity. The text description is clear and concise, and can convey the characteristics and selling points of the product.

Week 2

Fig 1.3 Picture pf QUAKER

Plastic bag material: Plastic bags are not as environmentally friendly as metal cans, are easily damaged, and are not conducive to long-term storage.

Poor sealing: Plastic bags are generally sealed by heat sealing or zipper. After opening, the sealing will decrease, and the cereal is easily affected by moisture.

Not easy to stack: The softness of plastic bags makes them unstable when stacked and stored, and they are easy to collapse.

Outdated design: Compared with modern and simple designs, Quaker's packaging design is more traditional, visually not fashionable and attractive.

Not durable: Plastic bags are prone to damage during frequent opening and closing and use, affecting the user experience.

Fig 1.4 Picture of KaKaYe

Unique metal can design: Metal cans can not only better protect the internal products, moisture-proof and insect-proof, but also look high-end and fashionable.

Strong sealing: The screw cap of the metal can can ensure good sealing, which helps to keep the cereal fresh.

Environmentally friendly materials: Metal cans are more environmentally friendly and easy to recycle compared to plastic packaging.

Easy to store: The square metal cans are easy to stack and store, and not easy to tip over.

Simple and elegant design: The font and color matching on the packaging are simple and elegant, giving people a sense of high quality.

Week 3

Fig 1.5 Picture of MiMi Shrimp Crackers

The design is too complicated: The packaging design is brightly colored and has many patterns, which makes it look a bit messy and not simple enough.

Plastic material: Like most snack packaging, it is packaged in plastic bags, which is less environmentally friendly.

Low brand recognition: The brand name and logo are not conspicuous enough and are easily overlooked by consumers.

Inconvenient to open: This type of plastic packaging bag may require scissors when opening, which is not convenient enough.

Not durable: Plastic bags are easily damaged during frequent opening and closing, affecting storage and usage experience.

Fig 1.6 Picture of Shrimp Crackers

Concise and clear: 

• The packaging design is simple and effectively conveys product information. 
• The red background contrasts sharply with the shrimp pattern, which has a good visual effect.

High brand recognition: 

• The brand logo and product name are eye-catching, easy to identify and remember.

High-quality plastic material:

• Usually thicker plastic materials are used, which are more durable and help protect the product.

Easy to open: 

• There is usually an easy-tear design to facilitate consumers to open and use.

Clear information: 

• There is usually detailed product information on the packaging, including ingredients, nutritional content, etc., which makes it easy for consumers to understand the product.

Week 4

Fig 1.7 Picture of Japanese instant noodles

Target audience: 

• The design style is traditional and not attractive enough for young consumers. 
• The information on the packaging is mainly in Japanese, which may not be suitable for consumers who do not understand Japanese.

Material and quality:

• The packaging is a regular plastic bag, lacking a high-end feel and texture.

Functionality and sustainability:

• The packaging is a disposable plastic bag, which is not environmentally friendly.
• The transparent part on the packaging is limited, and consumers cannot clearly see the actual situation of the product.

Viewability:

• The color contrast is strong, but it may appear a bit messy.
• The images and text are relatively dense, with a large amount of information, which may not be easy to understand quickly.

Fig 1.8 Picture of Samyang Chicken Noodles

Target audience:

• The design style is modern and cute, suitable for young people and consumers who pay attention to appearance.
• The patterns and colors on the packaging are bright and lively, attracting the eye.

Material and quality:

• The packaging material is of high quality, thicker plastic, with better feel and texture.
• The pattern printing on the packaging bag is clear and textured.

Functionality and sustainability:

• The packaging has clear nutritional information and ingredient descriptions, which makes it easier for consumers to understand the product.
• The packaging design takes into account cute elements, which may increase consumers' willingness to collect and reduce waste.

Ornamental:

• The design is simple and attractive, using soft pink and cute cartoon patterns.
• The harmonious combination of images and text helps to shape the product's brand image and consumers' memory.