Task 1: Introduction, Case Study and Box Packaging
24/09/2024 - 11/09/2025
Week 01 - Week 3
Adrianna Sofea Mohd Fauzi (0350661)
Bachelor of Design (Hons) in Creative Media
Packaging and Merchandising Design: Exercises
3. Final Outcome
What is Packaging?
Packaging is a container or material that protects and holds a product, ensuring its safety, freshness, and transportability.
Packaging Timeline
- 1500 BC, Egypt: Ancient Greeks and Romans used clay pots and jars to store/transport liquids like wine and olive oil.
-1000 BC, China: Mulberry bark sheets were used as food wraps.
- 1810, England: Peter Durand introduced tin-plated food cans.
- 1817, England: The first commercial cardboard was produced.
-1844, England: Commercial bags were introduced into trade.
- 1865, England: The can opener was invented to aid in using canned goods.
- 1866, USA: SMITH BROTHERS cough drops used early branding on packaging.
- 1867, USA: Printed metal containers were made for DR.LYONS tooth powder.
-1916, USA: Coca-Cola introduced its iconic bottle shape.
- 1937, Oklahoma: First shopping cart invented from folding chair concept.
- 1970, California: Recycling symbol introduced on recyclable packaging.
- 1973, Ohio: The first barcode appeared on Wrigley’s gum.
- 1974, Kentucky: Stay-on tab for cans introduced by Falls City Brewing Co.
- 1980, Texas: Whole Foods opened the first natural foods supermarket.
- 2007, England: Al Gore raised awareness on global warming, affecting packaging choices.
Packaging as a Salesperson
- Evolution: Packaging has evolved to meet consumer needs and now plays a critical role in selling products.
- Purpose: Every product sold today uses packaging to protect, preserve, or enhance the product's appeal.
- Consumer Response: The greater the need for a product, the more packaging influences purchasing decisions.
Key Functions of Packaging
1. Information Transmission: Communicates usage, transport, recycling, or disposal details, often required by law.
2. Physical Protection: Protects products from damage, e.g., egg cartons.
3. Transportation Aid: Helps safely move products from manufacturer to consumer.
4. Communication: Helps the product stand out, conveys emotional messages, and establishes brand identity.
5. Display: Attractively showcases the product to encourage sales.
6. Marketing: Plays a crucial role in encouraging potential buyers.
Mandatory Packaging Information
- Brand logo
- Company logo
- Manufacturer details
- Address
- Net content
- Benefits
- Weight
- Ingredients
- Usage/Dosage
- Expiry date
- Barcode
- Halal logo (if applicable)
Packaging Design as Communication
- Visual Problem Solving: The core of packaging design is solving problems through creative skills like conceptualization, rendering, and technical design.
- Expression Tool: Packaging combines physical and visual elements to convey emotional, social, and cultural cues that attract target consumers.
- Designer’s Role: Designers must oversee the entire design, evaluation, and production process to ensure the concept and message are conveyed effectively.
Design Process (Structure)
1. Planning:
- Mission Statement: Define purpose, goals, and motivation.
- Identify Market: Understand the target audience.
2. Questions to Consider:
- What is the budget?
- What is the purpose of the design?
- Who is the intended audience (age, gender, culture, economic group)?
- What information will be included?
- What image do you want to project?
- What are the printing specifications?
Approaching a New Packaging Project
Always ask: How can we do this differently?
Creativity is not just about solving problems—it’s about making designs that sell.
Exercise/Task 1: Case Study
Instructions: You are required to choose one existing packaging design. It can be any design of your choice. Study on the entire design, practicality, ergonomics, target audience and how the packaging carries the brand image. Write a short report based on your observation and research.For my Packaging and Merchandising Design module, I chose to focus on Coca-Cola, a globally recognized brand with a rich history in innovative packaging. Known for its wide range of soft drink flavours, including the classic original and vanilla, Coca-Cola’s packaging has played a major role in shaping its iconic status. Its worldwide appeal and consistent ability to adapt packaging designs to different markets made it an ideal subject for my case study.
Exercise/Task 2: Packaging design for loose items
Instructions: You are required to choose 2 loose items. The size of the items should not be larger than 300mm. You need to design a box for each item. Consider purpose of packaging when designing the box.Process:
My lecturer asked us to visit a convenience store and look for loose items that caught our attention, so I went to Family Mart to explore. As I scanned the shelves, I was drawn to a lip balm by the counter. I realized I already had one at home, which made it easier since I didn't need to purchase it. I decided to use my own Chucks lip balm as the first item to redesign.
Loose item definition: A "loose item" refers to a product sold individually without any pre-packaged grouping or protective container. These items are often displayed or sold in bulk and lack individual packaging, making them more prone to handling or transport damage. Loose items typically require special considerations in packaging and display to maintain quality and ease of purchase.
Reference: Smith, J. (2018). Retail Merchandising and Packaging Design. New York: Design Press.
Figure 1.1 Chucks via Instagram
(https://www.instagram.com/chucks.co/?hl=en)
Figure 1.2 Sketch exploration
Figure 1.3 Digitisation and Exploration on Adobe Illustrator
Figure 1.4 Final outcome of dieline and digital mockup with colours
I received feedback from my lecturer, who pointed out that the packaging uses too much paper, making it costly and inefficient. She also noted that the box is oversized for a small lip balm tube and is not sustainable in its current form.
- The packaging is too large for the lip balm, leading to unnecessary use of paper and materials. It should be resized to better fit the product.
- The use of multiple components adds to material costs, making it less sustainable. Consider simplifying the internal supports
Figure 1.5 Standard lip balm packaging
Figure 1.6 Digitisation and organising content
Content:
with two diagonal lines in between to give focus on the Lucky
Left Side:
Right Side:
Type of product:
Caribbean Lip Jelly
Back:
Manufacturer details:
Lot D2, Art Printing Works, 29 Jln Riong Bangsar, 59100, Kl, Malaysia
A symbol with "12M" on a product indicates the Period After Opening (PAO)
Barcode
Final Outcome:
.jpg)
.jpg)
Rationale:
The box design for "Chuck's Lip Jelly" is both functional and aesthetically appealing. Its rectangular shape ensures easy stacking and protection for the product, while the tuck flap offers a user-friendly opening mechanism. The color palette muted beige with deep teal creates a soft, luxurious feel, suitable for a high-end cosmetic product such as chucks. Typography plays a crucial role in the visual hierarchy, with the bold Hegarow font for "Caribbean Lip Jelly" drawing immediate attention, and the handwritten "Lucky" in Snell Roundhand font providing a contrast. The smaller text for instructions in Gill Sans font maintains legibility without overwhelming the design. The generous use of white space and careful alignment gives the design a clean, minimal look, balancing bold branding with a sense of elegance and refinement.
Figure 2.1 Initial idea, 7Eleven earphones design
Initially, I was uncertain about which product to choose, so I started designing for both the 7-Eleven earphones and Bin Bin Rice Crackers. However, my ideas naturally gravitated more towards the Bin Bin Rice Crackers.
Figure 2.4 Digitisation of elements
I sketched and coloured the design for the rice crackers and rice elements on my iPad, incorporating Bin Bin’s design elements to ensure their branding is prominently featured on the packaging.
Figure 2.5 Attempts of Design
.jpg)
Figure 2.6 Finalised
Original flavour
Halal logo
Berat Bersih: 150g
Expiry date
Details:
- This product uses pure vegetable oil, suitable for vegetarian consumption.
Ingredients:
Rice (65%), Vegetable oil, Sugar, Modified tapioca starch, Soy sauce powder (soybean, salt, maltodextrin), Flavour enhancers (monosodium glutamate, disodium guanylate, disodium inosinate), Allergen information: Contains soybean
Nutrition Facts:
Manufacturer:
Final Outcome:
.jpg)
Rationale:
The Bin Bin Rice Crackers packaging design utilizes a bold, playful typeface to capture attention, complemented by a natural green and beige color scheme that conveys the product's simplicity and ingredients details, while strategic layout choices ensure clear hierarchy, guiding the eye from the brand to the product name, flavor, and ensure for an approachable yet functional design that stands out on shelves compared to the original design that blends with other rice cracker brands and isn't eye-catching.
Comments
Post a Comment