Packaging and Merchandising Design / Excercise 1 - Packaging Design Analysis
Week 1 - Week 3 (22/09/25 - 06/10/25)
Felice Jolin (0373636)
Packaging
and Merchandising Design / Bachelor of Design (Hons) in Creative Media
Excercise
1 - Packaging Design Analysis
TABLE OF CONTENT
LECTURES
Week 1
Mr.Shamsul briefed us about the first exercise. Afterward, we discussed in class about what is the purpose of a packaging. The discussion conclude that the purpose of a packaging is :
1. To protect the product (from surface/content damage).
2. To display the product
3. To inform details about product
4. As the branding
5. As an influence to attract attention
6. For sustainability (recycleable)
Week 2
(No class, continue exercise)
Week 3
Introduction to Packaging
Packaging is crucial part of our daily life. Packaging has to meet demands of changing consumption, locations and occcasions.
Packaging design is the process of making it look attractive while considering the target audience and brand identity.
Effective packaging makes the product stand out and connect with consuers emotinally. (Emotional level : color, typeface, size and shape.)
Packaging is to protect a product and also to inform the content.
Evolution of Packaging :
Ancient times (Before modern civilization)
- Ancient times packaging uses materials like: leaves, bark, coconut shell, bamboo and animal skins to wrap/carry foods.
Early civilization (Mesopoamia, Egypt, Rome)
- Store oil/wine/medicine in glass bottle/clay amphorae.
Inustrial Revolution (1700-1800)
- Major shift of pakcaging due to mass production
- Shift to can packaging to preserve food. Peter Durand (1810) invented can
- Paper and cardboard boxes for shipping
- Started mass printing
20th Century (1900- 2000):
- More commercial and visual packaging in supermarket as there are mass advertisement.
- 1950s plastic became popular (cheap, lighweight, and versatile)
- Coca-Cola use signature colors, logos and typography to stand out.
- 21st Century - Era of Sustainability & Digital
- Eco-friendly packaging (biodegradable, recyclable, less plastic.
- Shift to paper, glass and resuseable materials.
- Rise of smart packaging (have QR and NFC tags for interactivee experiences.)
Evolved from only protector into powerful marketing, branding and environmental responsibility tool.
Packaging visual elements :
- Shape, color, typography, imagery and material.
- All these elements work together creating a cohesive design that makes the packaging appealing.
- Things to be considered when desinging a packaging:
- Ease of use, sustainability, cost-effectiveness.
- Functionality & aesthetic (effective & visually appealing)
Purpose and Function of Packaging:
- Protection
- Identification
- Transportation
- Differentiation
- Communication
- Marketing
Information on Packaging:
- Product name
- Net quantity
- Ingredients
- Nutritional Information
- Country of origin
- Manufecturer information
- Warning labels
INSTRUCTIONS
Module Information Booklet
Overview
Choose FOUR (4) products (box, bottle, can, and tube)
in the market that you believe have poor packaging design. Ensure the
product is readily available for purchase.
Product Analysis
Conduct a thorough analysis of the existing
packaging design. Identify the specific shortcomings and challenges in the
current packaging. Consider factors such as functionality, aesthetics,
sustainability, target audience, and branding when evaluating a product.
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/packaging category.
EXERCISE
I start by searching for the packaging that has poor design. One of the products were mine and the rest, I spent my day in Jaya Grocer to identify the worst out of the worst packaging design. Below are 2 choices of each product packages.
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Box - Sanjin Watermelon Frost Insufflations
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While looking at the box packges I had at my room, I realize that, I myself would not know Sanjin Watermelon Frost is an oral spray if my mom didn't say. It really doesn't tells it's a spray, moreover for mouth.
1. Product Analysis :
Functionality
There were some shortcomings in the packaging about the clarity of information, readability, protections and material efficienty. The box structure is a normal box packaging. Firstly, lack of visual hierarchy to convey key information. In addition, the word 'insufflations' is too scientific, making the packaging less approachable or visually clear for customer. Secondly, too small and packed text reduce readbility as a result fails to effectively communicate that the product is an oral spray, which may confuse first-time buyers. Thirdly, for the protection of the packaging, the box size is exceed larger than the spray, not just wasting material, bottle may shake inside and feel unsecure and potential for damage.
Aesthetics
The shortcomings by the means of aesthetic were classified into typography, color and graphic. Typography wise, the packaging contains too many text elements with different languages (English, Chinese, Malay), which looks clutter, distracts from readability and hard to identify key information. Graphic wise, the large watermelon graphics dominate attention, distact the eye but doesn't clearly relate to the product’s function. Color wise, it relies mostly on green and slightly bit of red which does not reflect the identity of an oral spray. It also fails to present a natural or balance color that could associate with health product.
Sustainability
Material used is thick paper with no clear disposal symbol on packaging. Which contrary on current eco-friendly trend in healthcare packaging.
Target audience
The packaging is too decorative and might seems outdated while customer nowadays seeking for clean appearance. Due to the cluttered information and lack of clear communication, customer in the marketplace might not realize it's an oral spray.
Branding
The brand name does not stand out. It lacks a distinctive logo and the brand name is quite long to be memorable. While the illustration reflects the brand's name, it does not effectively convey the product’s actual purpose as an oral spray. Therefore, unfamiliarity of brand and unclear product communication makes it less trustworthy.
2. Market Research :
Target market of product
The market for Sanjin Watermelon Frost Insufflations comprises young adults to older adults who has sore throat or mouth ulcer who are familiar with or prefer traditional Chinese medicine or herbal remedies. These customers frequently value straightforward accessibility, clear usage instructions, and trustworthy health-related branding.
Currect design vs expectation
However, the current packaging is not allign with the expectation, it has a poor design with cluttered typography, messy layout and technical terminology which doesn't fully allign with the targeted customers' expectation. Instead of projecting clarity and trustworthiness, it may confuse buyers and become less appealing in the health market.
3. Competitor Analysis (Difflis Herbal Mouth Spray) :
Analyze competitor packaging
Difflis is a strong competitor. Unilike Sanjin, Difflis is very clear with what it is selling. Firstly, the brand is prominently displayed, it build recognition and trust is earned. Secondly, clear product information, communicating natural remedy and ingredients in the front of the pack. Thirdly, it has a clean and modern look, making customers easily understand the product at a glance.
Identify trends and best practice
The current trend for the oral spray/herbal remedy category is focus on clarity, minimalism, health-related colors, and natural aesthetics. Consider using colors to convey freshness. In addition, transparency such as clear branding and product function. Lastly, adopting sustainable packaging.
Bottle - tinge by Spritzer
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Moving on, when looking into the fridge shelf, i decided to take the bottle, tinge by Spritzer. However, It attracts me in a bad, not good way. I will analyze tinge by Spritzer as I think there are some aspect that is lack from the packaging itself. Further details will be explained below.
1. Product Analysis :
Functionality
There were some shortcomings in guiding consumer attention and communicating key details. The bottle packaging is a normal one with cap close. Firstly, the pattern in the background makes it hard to digest the whole information, preventing important details from standing out. Secondly, the flavour text is positioned way too low, lack of visibility at first glance and fails to catch consumer attention quickly. Thirdly, the font size of certain details like nutritional and ingredients informations are relatively small, making it hard to read.
Aesthetics
These shortcoming focus on the visual appeal, style and look based on typography, graphics and color. Typography wise, there were too many different font style that makes it look inconsistent. Important information such as flavour also doesn't stand out. Graphic wise, the placement of mango and apple lacks hierarchy and contrast as they are stacked making it appear unprofessional and too playful. The pattern of the flavour label and background pattern is somehow similar, causing visual clutter. Color wise, the background color does not corelate anything with the product inside, adding noise rather emphasizing the flavour/product. The fruit graphic colors also blends with the background causing lack of visual readability. Overall, the design feels overwhelming, with excessive colors and visual elements that make it hard on the eyes. As a result, there is no balance.
Sustainability
The bottle uses plastic made of (PET) Polyethylene Terephthalate that is belived could be recycled. Nevertheless, label is also plastic which will make recycling even harder.
Target audience
The packaging seems overly playful, suggested for yougsters, however it also target wellnes-aware consumers. While the packaging shows design elements link colorful and fruit graphic, it doesn't look natural and convey a refreshing feel that consumers expect from a drink. Nevertheless, consumers now prefer simple, trustworthy and eco friendly product.
Branding
The packaging focuses more on trendy, lifestyle-oriented, and playfulness rather than naturalness and freshness. The use of too much color and elements doesn't reflect health related clarity which can lead to a lack of trust for a beverage product. In addition, it does not effectively convey eco-responsibility, which are growing demands in the pacakging nowadays.
2. Market Research :
Target market of product
Primarily targeting the youth, the target audience of tinge by spritzer is young adult who seek for healthier flavour drink alternative to soda.
Currect design vs expectation
While the current packaging design is playful, the grahics and color doesn't portray expectation of consumers of health-conscious or those avoiding sugary drinks, as no reflection of health and fresh appeal.
3. Competitor Analysis (hint) :
Analyze competitor packaging
Hint looks very contrary with tinge by spritzer. It has a minimalist and modern look, conveying purity and health. The clean design, subtle graphics, and see through bottle sides give a sense of fresh, natural fruit and a transparent, wholesome beverage. The information is stated clearly, not too decorative and effectively communicating that it is a healthy beverage.
Identify trends and best practice
Flavoured water drink packaging should be clean, simple, natural, transparency (as able to visualize the freshness) and with health associated design. In addition a packaging that opt for recyclable as a growing demand for consumers.
Can - Peace Brand (Sweetened mustard green)
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Moving on to the next product, I choose this mustard greens for can package. There were some drawbacks from the packaging design, it has a strong cultural appeal but lacks contemporary design elements. Further will be discussed below.
1. Product Analysis :
Functionality
There were some shortcomings in the packaging where the it doesn't present the information effectively. This product has a normal can structure. Firstly, no hierarchy of information where the text were placed scattered and stacked, reducing legibility. Such as unclear ingredients that is placed over Chinese characters and a parchment scroll graphic. (The text is in black while the background color is a gradient color of red, yellow and white.) Secondly, product name has no contrast in color placed over dark green vegetable graphics result with lack of visibility. Thirdly, the nutritional facts font were too small in size, making it difficult for consumers to read.
Aesthetics
These shortcoming focus on the visual appeal, style and look based on typography, graphics and color. Typography wise, the ingredient information text are too small and packed, making it visually overwhelming. Color wise, it is inconsistent accros the packaging with dominant of blue color clashes with re, yellow, pink and green. Graphic wise, it uses dark green image of raw vegetables instead of the processed product, which makes it looks unappetizing. In addition, it also has poor contrast over the blue background. Overall causing the design to look chaotic.
Sustainability
The product is a normal metal can with glossy paper label which is generally recyclable. However, there is no clarity of indication or symbols whether it can be recyclable. It might confuse consumers.
Target audience
I belive that this packaging doesn't allign with consumers' needs nowadays as they seek for clear information, transparency in product while this packaging looks outdated and unefficient in conveying key information.
Branding
The logo placement seems distant and feels disconnected, thus no strong
brand image. In addition, the overall design is inconsistent,
cluttered, with messy visuals shows unprofessionalism and can be less
trustworthy.
2. Market Research :
Target market of product
The target market of canned Peace Brand mustard green is families and consumers in Malaysia who are looking for convenient and ready to eat condiments that is familiar with the pickled vegetables or households who often cook Asian cuisine.
Currect design vs expectation
While the current design feels so traditional, it doesn't allign with consumers expectation of a clear brand and transparency of product and product information.
3. Competitor Analysis (Margaret Holmes mustard greens) :
Analyze competitor packaging
This mustard greens product by Margaret Holmes has a traditional look but with a clean and minimalist design. Text is clear and legible, with real product featured in the front as supporting figure for the product. This therefore helps consumers to understand and are able to get connected with the product, instead of Peace Brand mustard green canned packaging with cluttered and less visually approachable design.
Identify trends and best practice
Firstly, consumers need to see the image of the processed product for they will consume it and would want to see the originality. Secondly, layout of text should be clear and legible. Thridly, cultural elements may be kept for authenticity but should consider a clean and minimal design to appeal consumers.
Tube - Fruit of the Earth (Aloea Vera)
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Moving on to the last product, I've noticed this product in the store shelf for quite sometimes and are not satisfied with the design outcome. I think there are some challenges and shorcomings that this product packaging design has in order for it to compete further with other competitors.
1. Product Analysis :
Functionality
For how easily a customer can access and understand key product information, this packaging is lacking. This is a normal tube packaging with open and close cap. Firstly, there is no clue, hint or visual representation of aloe vera on the packaging, which might confuse cusotmer unfamiliar with the plant. Secondly, deatil of ngredients has font with too small size, poor readability. Thirdly, label on back side of packaging is hardly readable with white text on a translucent white background that has poor contrast, making information unclear.
Aesthetics
These shortcoming focus on the visual appeal, style and look based on typography, graphics and color. Typography wise, placement of large, cluttered text on front has lack hiearchy, destroy aesthetic took up all the spaces with left no white space to breath, feels overwhelming. Somehow the brand name and the text 'aloe vera' are competing each other to stand out. Color wise, dominant of blue color, while it doesn't associate with aloe vera. It also feels monotone with only blue and white color. Graphic wise, there is skin-related graphic but doesn't shows originality of product from (aloe vera) in the design. In addition, there is a pattern on the top of the tube serve no visual purpose and could be removed without affecting the design.
Sustainability
This product is packaged in high-density polyethylene (HDPE) plastic. The caps are often made from polypropylene (PP), a sturdy and heat-resistant plastic. These material are said to be a more eco-friendly option than other plastics. However so, there are no clear indications of recyclability in the packaging.
Target audience
Certainly, people would prefer transparency and clear stated ingredients for a healthcare product. While it is clear in transparentcy of showing the gel inside, it doesn't clearly and openly explains the ingredients. In addition, the packaging also lack of related and associate with aloe vera visual to connect with customers. (e.g. bit of green).
Branding
Brand name is not highlighted as there are too many text on the front packagingmaking it difficult to stand out as it is text based. The unbalanced design makes it ahrd for brand recognition, thus reduce overall memorability.
2. Market Research :
Target market of product
The target market of this product is teens to adult that seek for natural and organic ingredients in personal care items as it offer a wide rage of both beauty and therapeutic advantages, included care for people who seeking for relief from sunburn and hydration.
Currect design vs expectation
The current design looks dull, scattered, and outdated, and doesn’t reflect a health oriented aesthetic. While customers expect a clean, fresh, and natural look, the Fruit of the Earth packaging does not align with these expectations.
3. Competitor Analysis (Nature Republic Aloe Vera gel) :
Analyze competitor packaging
Unlike Fruit of the Earth aloe vera, Nature Republic Aloe Vera Gel packaging conveys a sense of freshness and the natural essence of aloe vera. The consistent color scheme, text and minimal graphic are all coherent and consistent which flow allign with the healthcare product.
Identify trends and best practice
Aloe vera gel packaging needs to be elegant, fresh with modern look. Simple with summarized information. Featuring clear brand and nutritional facts and product ingredients/composition. In addition to that cool-colored background is adviseable. The original image is also needed like as seen in Nature Reblic aloe vera gel.
FEEDBACK
Week 1
Mr. Shamsul briefed us about the first task.
Week 2
I prepared 2 choices of product for every packaging (box, bottle, can and tube). Mr Shamsul gave feedback that all the packaging I chose is approvedd to be analyze, therefore I proceed.
REFLECTION
Experiences
One week, I believe would not be enough time to
complete this exercise. I'm grateful for Mr.Shamsul extenting the deadline
into 2 weekws time. On the start, I was excited to do this exercise as I
could explore the packaging design in the marketplace. However, during the
process of selecting poor packaging design, it's not as easy as I though as
the packages in the supermarket/store/shop were mostly average to good.
Therefore, I spent more time than I thought to collect the poor packaging
choices. Especially, I tried to prepare 2 choice for each product packages
(box, bottle, can, and tube). Nevertheless, I am grateful that I could
complete the analysis on time.
Observations
Most packages I've seen during the observation has
well brand position, attractive and communicative design. However, I noticed
most packaging that has a poor design roots from cluttered text/elements
where information are not spoken out.
Findings
During and after doing this analysis excercise,
I've come to realize that packaging has real many informations to include,
therefore a designer should be able to place those informations in a
sufficient and aesthetic manner. In addition, during the process of finding
the packages, I found that poor packaging design goes to cans product as
some of them are small in size and has lines texture from the metal which
hurt the eyes when reading the product information.
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All your items are okay to be analyze. Please follow the format that is stated in the brief:
BalasHapusProduct Analysis:
Market Research:
Competitor Analysis:
okay sir, thankyou
Hapus