Packaging and Merchandising Design - Task1:Case Study

September 25, 2024

23.Sep.2024-1.Nov.2024 (Week1-Week6)

QIAN GUOYI / 0369462 / Bachelor of Design (Honors) in Creative Media

Packaging and Merchandising Design / Taylors University

Task1:Exercise

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LECTURES

Week1

What’s packaging all about?

Packaging is an essential part of everyday life and has evolved over the centuries to meet consumer needs. Packaging performs multiple functions including protection, information delivery, transportation and marketing. The design process involves understanding the market and creatively addressing challenges to create visually appealing and functional packaging that effectively communicates with consumers.

Historical Evolution -  Packaging has roots dating back to 1500 B.C. with glass jars.

Functional Protection - Packaging protects products from damage and contamination.

Information Transmission -  Labels provide essential usage and recycling information.

Transport Efficiency -  Packaging facilitates safe movement from manufacturer to consumer.

Marketing Tool -  Effective design attracts consumers and encourages purchases.

Creative Process - Packaging design combines art and functionality to communicate messages.

Market Consideration - Understanding the target audience is crucial for successful design.

Packaging Timeline:

- 1500 B.C.: In Egypt, they started using the first glass jars for storage.

- 1000 B.C.: In China, people used sheets of treated mulberry bark to wrap food.

- 1810: In England, Peter Durand invented a system for tin-plated food cans.

- 1817: In England, the first commercial cardboard box was made.

- 1844, England: The first commercial paper bags hit the market.

- 1865, England: The can opener was invented.

- 1866, USA: Branding started to be used on packaging with SMITH BROTHERS cough drops. It was a fresh concept—using the package to promote a product for the consumer's benefit.

- 1867, USA: The first printed metal containers were created for DR. LYONS tooth powder.

-1916: Coca-Cola rolls out its famous bottle shape in the USA.

-1937: In Oklahoma, the first shopping cart is created using two folding chairs.

-1970: California introduces the recycling symbol for packages made from recyclable materials.

-1973: Ohio sees the first bar code on a pack of Wrigley’s gum.

-1974 KENTUCKY - Falls City Brewing Co. came up with the stay-on tab.

-1980：TEXAS - Whole Foods launches its first natural foods supermarket.

-2007：ENGLAND - Al Gore raises awareness about global warming, prompting us to rethink our actions.

Packaging design is all about creating a look that ties together shape, materials, colors, images, fonts, and other design elements with the product info to make it marketable. It’s meant to hold, protect, move, store, and make a product stand out in the market.

The Purpose and Functions of Packaging：

Purpose：

Physical ProtectionProtection from other things, shock, vibration, compression, temperature, etc. Functional role to protect the contents, the product.  The simple egg box in recycled, moulded card pulp is perhaps the greatest piece of functional packaging ever.

Transport：TransportTo easily and safely move the product from the manufacturer to the consumer.  Gain functional, the package serves to help transport, carry, ship and distribute the product.

Communication：CommunicationThe packs communication role is primordial: how to stand out from the competition, how to communicate an emotional message to the consumer, how to imprint itself on the individuals conscious? 

Packaging Design as Communication

Packaging Design as CommunicationVisual problem solving is at the core of packaging design.  

Packaging Design as CommunicationAs a creative tool, packaging is a means of expression. A product’s expression, one that attracts a target consumer market, is achieved through a creative process in which physical and visual elements work together to communicate emotional, cultural, social, psychological, and informational cues to the target consumer.

Historical Significance - The timeline of packaging showcases its evolution, from ancient storage methods to modern branding, highlighting its integral role in commerce and consumer habits.

Protection and Preservation -  Effective packaging minimizes damage and preserves product integrity, illustrating its importance in maintaining quality throughout distribution.

Legal Compliance -  Mandatory information on packaging ensures consumer safety and transparency, reflecting the regulatory environment surrounding product marketing.

Emotional Connection - Packaging serves as a medium to evoke emotions and cultural connections, making it a powerful tool in branding and consumer engagement.

Market Differentiation -  Distinctive design helps products stand out in a crowded market, emphasizing the need for innovative solutions to capture consumer attention.

Sustainability Awareness - The rise of eco-friendly packaging reflects growing consumer concern for environmental issues, influencing design choices in contemporary products.

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INSTRUCTIONS

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Exercise 1 - A Case Study Exploring Existing Packaging Design

Our first task is to conduct a case study on an existing packaging design. We need to explore its practicality, functionality, ergonomics, and conceptual design. Additionally, we will analyze its functionality, form, structure, and materials. The study should also cover the target audience, design elements, and how the packaging aligns with the brand image.

Packaging 1:Cornetto

Fig1.1 Cornetto (front)

Fig1.2 Cornetto (reverse)

Fig1.3 Cornetto's opening

1. Appearance packaging design: 

• Cornetto will determine the color of the packaging according to different flavors.The color of the packaging usually matches the flavor. For example, chocolate-flavored packaging is mostly brown, which cleverly reflects the taste and texture of the product. For example, in Fig1.1, this Cornetto is barley milk shake flavor. Usually milk flavor is represented by white and blue, so the packaging of this flavor is packaged in this way.
• The brand logo is obvious: The brand name "Cornetto" and its iconic logo - a red and white heart - are clearly displayed in the upper left corner of the package, ensuring high brand recognition. Whether it is the paper tube part of the cone or the outer packaging of the ice cream, the brand logo occupies a prominent position to help consumers quickly identify it.
• As a food product, it is important to show the taste of the food and give consumers a taste reference. Cornetto adds icons of corresponding flavors on the packaging according to the different flavors. For example, in Fig1.1, icons of milk and barley are added on the packaging. Icons can attract consumers and allow them to quickly identify the flavors. At the same time, this packaging also shows the appearance of the ice cream after opening, which is very important.

2.Practicality and functionality：

• The packaging design takes into account the convenience of consumers. For instance, as shown in Fig 1.3, a tear notch is placed slightly above the center of the packaging. This design not only facilitates easy opening of the package but also prevents consumers from getting their hands dirty during the process. Such a thoughtful approach enhances the product's practicality and user experience while maintaining the overall integrity and aesthetic of the packaging. Additionally, the positioning of the tear notch allows for better control when opening, preventing spillage and further improving ease of use.
• The packaging of the Cornetto cone is made of multi-layered materials. The outer packaging is moisture-proof paper or plastic film, which can effectively protect the ice cream and crispy skin from moisture intrusion, ensuring the crispy taste of the cone. The inner layer of aluminum foil has good sealing properties, ensuring the preservation of the ice cream and preventing air from entering and affecting the quality of the ice cream.

3.Human body mechanics：

• The cone packaging of Cornetto is designed to be conical, which is convenient for consumers to hold and eat. This shape not only meets the requirements of ergonomics, is easy to hold, and suitable for enjoying anytime and anywhere, but also ensures that the ice cream will not slip during consumption.

4.Brand Concept & Brand Value：

Keppel focuses on practicality while also conveying the pleasure that the brand hopes to bring to consumers. Through sweet colors and cute designs, consumers can feel a relaxed and pleasant emotional experience during the purchase and consumption process. Just like the name "Cornetto"The brand value conveyed by Cornetto ice cream is reflected in youth, vitality, happiness, innovation and social sharing. It attracts young consumers and strengthens the emotional connection of the brand through its youthful brand image, rich flavor innovation and the concept of sharing happiness. Cornetto not only represents personal pleasant experience, but also conveys an optimistic and positive attitude towards life by emphasizing sharing in social occasions, successfully establishing a unique and attractive brand image.

Packaging 2:CHAFGEE

Fig2.1 CHAFGEE cup front packaging & bag packaging

Fig2.2 CHAFGEE cup lid usage pictures

Fig2.3 Further details of the lid of the CHAFGEE cup

1. Appearance packaging design:

• The packaging colors are mainly black, gold, white, etc., showing a high-end and elegant brand tone.
• The packaging design of Bawang Tea Princess adopts elements of traditional Chinese culture and incorporates modern design. The patterns on the packaging mainly use classical patterns and fonts, especially the calligraphy of the brand name, which conveys a strong Chinese cultural atmosphere. Through this design, the brand visually conveys the essence of traditional tea culture and gives the product a refined and elegant temperament.

2. Practicality and functionality:

• The packaging bottle of Bawang Tea is usually cylindrical, ergonomically designed, easy to hold and carry.
• The lid is sealed with sturdy plastic, which is leak-proof and suitable for take-out or long-term storage of tea.
• Its lid is very special, with a press-type design to ensure the sealing and leak-proof performance of tea. At the same time, such a lid can take into account the needs of different types of straws, and can be used directly with a small mouth, and there is also a place to insert a large straw. Not only that, the lid is also designed to cover these two drinking inlets, which greatly enhances practicality.

3. Brand Concept & Brand Value:

 CHAFGEE’s main beverage is milk tea made from various teas, so it has created a unique brand image in its brand logo and packaging, which not only inherits the essence of traditional Chinese tea culture, but also meets the aesthetic needs of modern consumers. This brand image transmission helps the brand establish a deep cultural identity with the target audience, thereby enhancing brand loyalty.

Packaging 3:Whisper

Fig3.1 Front of the Whisper packaging

Fig3.2 Whisper Opening

1. Appearance packaging design:

• As the Whisper's leading brand of feminine hygiene products, Whisper's appearance packaging design also reflects the brand image, mainly in soft and gentle tones such as blue, white, and green. These colors not only convey a clean, hygienic, and reliable product image, but also give consumers a sense of trust and comfort.
• At the same time, its packaging design distinguishes various product lines by color. For example, different products such as day, night, extra long, and ultra-thin may use different color packaging designs, which is convenient for consumers to quickly choose when purchasing.
• Whisper's packaging is usually printed with simple patterns or icons to further highlight the product functions. For example, the leak-proof design may be represented by a dripping pattern, and the ultra-thin design may be displayed by slim lines. These patterns not only enhance the visual appeal of the appearance, but also provide consumers with intuitive functional prompts.

2. Practicality and functionality:

• Whisper' packaging is usually in a simple rectangular or flat design, which is easy to store and carry. The outer packaging is mostly made of materials with good sealing properties to ensure the hygiene and safety of the product.
• Whisper has an easy-tear opening on the side to facilitate consumers to quickly take out the product. This design can reduce the problem of dirty hands or tearing the packaging when tearing the packaging. The sealing design can also ensure the cleanliness and integrity of the unused product.

3. Brand Concept & Brand Value:

• The packaging design of Whisper liquid sanitary napkin conveys a sense of innovation and cutting-edge technology. In line with the product's "liquid technology" concept, the visual elements of the packaging (such as the pattern of liquid drops or the texture of water waves) further strengthen the product's technological leadership.
• Whisper's packaging design is not only for practicality, but also conveys the brand's care and respect for women. , so its packaging also reflects this feature all the time. Such a design enhances the brand's affinity and credibility through visual and emotional connections.
• At the same time, Whisper conveys the brand proposition of women's confidence and independence through modern and fashionable packaging design, which meets the needs and self-identity of contemporary women for care products.

Packaging 4:Self-heating pot

Fig4.1 Zi Hai Hot Pot (above)

Fig4.2 Self-heating pot (front)

1. Appearance packaging design:

• The packaging of the self-heating pot is bright and bold, using highly saturated colors such as red, yellow, and orange. These colors enhance the visual impact and attract consumers' attention on the one hand, and can also convey the deliciousness and passion of the food on the other hand. For example, red may be associated with spicy flavors, purple with sour and spicy, and especially with snail noodles.
• Packaging design usually incorporates youthful elements, using cartoon patterns, exaggerated font designs, and trendy language to enhance the fun of the product. This design style is in line with the younger generation's pursuit of personalized and entertaining consumption trends, and also makes the product look more dynamic and attractive.

2. Practicality and functionality:

• The packaging of the Zihai pot is designed in a barrel shape, and the high-temperature resistant plastic used is strong and convenient to carry and eat. This design takes into account the use needs of consumers while ensuring the sealing and durability of the product, which is particularly suitable for outdoor, travel or office scenes. The Zihai pot has a layered design, which separates the ingredients, seasoning packs and heating packs, making it clear and concise when used.
• At the same time, it is not easy to break and can withstand a certain amount of pressure and wear during transportation. The internal food container is usually made of environmentally friendly materials to ensure the hygiene and safety of the food.

3. Brand Concept & Brand Value:

• The brand of the self-heating pot wants to emphasize the concept of "being happy alone". The packaging design conveys a warm sense of satisfaction through visual elements and copywriting. This emotional value is consistent with the pursuit of independence by many young consumers today.
• The packaging design shows the ability of the self-heating pot to solve consumers' immediate needs, especially in the fast-paced urban life. The convenience and efficiency of the self-heating pot make it the first choice for many people's "lazy food".

Case Study Slides：

Exercise 2 - Box Making

In this exercise, we need to find two products and design boxes that are suitable for them. The brand logo and graphics cannot be changed. Just design a packaging box that suits their appearance. Two packaging box unfolding diagrams and two graphics folded according to the unfolding diagrams are required for each product.

In order to distinguish, I used dotted lines and solid lines to indicate that the dotted lines are the parts that need to be folded.

I have a lot of bulk multi-masks lying around, so I planned to make a box to fit them.

Fig1.1

There is another product, which is an orange-flavored vitamin C package.

Fig1.2

The expanded and folded view design of vitamin C packaging.

Fig1.3

The unfolded and folded view designs of facial mask packaging.

Fig1.4

PDF of unfolded and folded diagrams of vitamin c and facial mask packaging：

FEEDBACK

Week 1: No feedback was given. 

Week 2: PPT needs to be improved.

Week 3:

Pay attention to the font size, 10-12pt is more appropriate. Pay attention to whether the packaging size is appropriate, there must be no mistakes.

Week 4: The instructor praised our colors and hoped that we would continue to complete the expansion diagram and 3D diagram of Adobe Illustrator

REFLECTION

In the process of completing Task 1, I gained a wealth of observations and experiences, and at the same time discovered new points of understanding and thinking.

Observation

First of all, when analyzing the packaging design of the cute multi-cone ice cream, I noticed many details such as color matching, pattern design, brand logo and material. The packaging design of the cute multi-cone is bright and vibrant, and through bright colors and eye-catching patterns, it successfully conveys the playfulness and sweet taste of the product. In addition, I also observed that it presented a youthful and relaxed brand image in the packaging design, which attracted young consumers through this visual presentation.

Experience

When making my own packaging design, I learned about the drawing of unfolding and folding diagrams, and realized the complexity and challenge of realizing the design from flat to three-dimensional. I've found that it's important to consider not only the aesthetics of the pattern, but also to make sure that the design will accurately look the way it looks when folded. In this process, spatial composition and accurate annotation are particularly important. Through repeated practice, I gradually mastered the skills of designing packaging unfolding diagrams, and accumulated experience on how to optimize the folding effect, so that the design works can be more suitable for the product positioning after molding.

Discovery

During the task, I realized that packaging design is not just about aesthetics, it is a key tool for conveying brand messages and generating emotional resonance. Through the rational application of color, text, material and other elements, packaging design can convey the core value of the product. The cute packaging design not only conforms to the aesthetics of young people, but also guides the emotional resonance through the pattern details, making it easier for consumers to have the urge to love and buy. I've also found that when designing packaging, we should pay attention to the integrity of the details, especially the position of the brand logo and the texture of the material, which are all important factors that affect the first impression of consumers.