Exercise – Packaging Design Analysis
PACKAGING AND MERCHANDISING DESIGN
Exercise
7/9/2023- 21/7/2023 (week 1-week 4)Bachelor of Design (Honours) in Creative Media
Chen Nan 0363533
Instructions
Lectures
What is Packaging
1.Berry cookies
Fig 1.1 Berry cookies
Fig 1.2 Berry cookies
Fig 1.3 Berry cookies
Overview：This package is a cookie I bought from MIX store. It uses a paper box for packaging. It opens in two ways, one at the center of the box and one at the edge of the box.
Product Analysis:
First of all, this packaging uses a box for packaging, box packaging has a higher visual appeal, can help the product stand out on the shelf, enhance the recognition, but the box packaging in the transportation process, the preservation process is easy to receive extrusion resulting in damage. In the case of this package, it uses two opening methods, a transparent tape is used to seal the short side of the box, and the other opening is right above the box, and this opening is sealed with a sealing line, which is very hidden and small. I tried two openings, I think this opening is very easy to open at the edge of the box, its tape has become useless in long-term storage, if there is a collision on the shelf inside the cookie will easily fall off. The second opening was very difficult to open. Later, it was found that it was a perforating line, which was set on the front of the package. I think it misled people and affected the beauty of the package. In the graphic design of this package, it is very simple, and the elements and fonts are particularly many, giving people the feeling of inferior quality. In terms of color, I think we can unify its color and make the packaging simple, so that it will not give people a dazzling feeling and can distinguish it more.
Market research：
This product, it is placed in the middle of the shelf, I think it is convenient for children to get it, its taste is also sweet, most children buy. When designing the packaging, the packaging pattern can be designed as a cartoon character, which can make it easier for children to pay attention to, and the opening of the packaging will be made into a seal line that is easy to tear, so that even when extrusion and collision occur, it will not be damaged as easily as a tape. And tearing open the mouth only requires a small amount of force can be done, is a friendly way for children.
Competitor Analysis:
Cookie boxes from well-known brands often prominently display their brand identity, including the logo, fonts, and colors. This helps consumers quickly identify products and build brand loyalty. The size and shape of the package will usually be designed according to the type and number of cookies. Some brands may offer different sizes of packaging to meet the needs of different consumers. Oreo cookies are known for their classic blue packaging, stuffed chocolate chip cookie shape, and the brand's iconic Oreo logo, Chips Ahoy! The packaging is usually dominated by bright red and blue colors, accompanied by images of chocolate chip cookies and brand logos. The packaging design of these brands has its own characteristics, reflecting its brand image and product characteristics. Their packaging often draws the eye of consumers through colors, images and logos, and enables them to easily identify and purchase their favorite cookies. In my opinion, the brand vision system of this package can be designed in a consistent way so that people can be more impressed, and the design opening of the package can be uniquely designed to make it more unique and attractive.
Fig 2.1 Solid drink
Fig 2.2 Solid drink
Fig 2.3 Solid drink
Overview:
The product is a solid drink wrapped in environmentally friendly plastic, with an opening similar to a bottle on the top of the package. There are two circular hollows above the package for people to pick it up.
Product analysis：
This is a beverage product, its packaging is very strange, the plastic bag as a bottle, you can directly inject water into the plastic bag, and then shake for 30 seconds to 2 minutes, and finally put in the refrigerator after drinking. Its opening is a bottle like the mouth of a bottle with a cap, by twisting the cap to open the bag. This package is very interesting and attractive, the whole appearance looks like a bottle, it is a tea drink, the overall pattern is green, which is very reasonable, the graphics and font design are very cute. However, its use is inconvenient, similar to the opening of the bottle is really novel, but its use is difficult, the use of hot water when filling the inside, the bottle mouth is small, it is difficult to accurately fill the inside, not spilled on the hand, easy to burn yourself. The two holes on the package can be extracted with fingers because the inside of the hand is small and it is not stable.
Market research：
This product is aimed at adults, its packaging pattern is relatively fresh and dynamic, but it needs adults to operate when used, and young people buy more. This product is not very practical, I think a lot of people buy it just because they are curious to try it. It feels like an open-bag ready-to-eat product, but it takes a certain amount of time to experience the full flavor. We can change its packaging to a box, so that it reflects another feeling, it is no longer the impression of open-bag ready-to-eat, and the box can be placed on a table or bench to inject water inside, which also solves the problem of scalded hands.
Competitor Analysis:
For solid drinks, there are many in our daily life, such as the well-known Sprite, Coca-Cola, Pepsi, Minute Maid juice, and so on. Sprite and Coca-Cola use aluminum cans, which have superior sealing and anti-light performance, and some juice brands use carton packaging, which has leak-proof function and is easy to carry. This beverage can be packaged in cardboard boxes, so that it can be placed on the table smoothly when filling water. At the same time, we can also be equipped with straws, so that we can drink it directly.
3.Toothbrush
Overview:
I bought this toothbrush through an ordinary store, and its packaging is made of plastic wrap and box.
Product analysis：
The packaging of this toothbrush is made of plastic and paper box. The front part of the toothbrush is made of transparent plastic, and the rest of the toothbrush is packaged in a paper box. There is a hole above the carton, which is convenient to hang on the shelf. If I tear him in the middle, it will be especially difficult, and it is easy to destroy the integrity of the box and waste the material. In the pattern design of the package, it uses blue and white as a whole, and the pattern design is relatively pale, which makes people think that this is an impression of medical equipment and contradicts the purchase of it.
Market research：
This toothbrush is mainly used by middle-aged people. Its design is very plain and does not use other bright colors, which may be less purchased by young people, who usually prefer bright styles. When using this product, I think the biggest problem is that it is difficult to open it. We can design a special location for opening it and mark the information. The color on the pattern is low, so it would be better to change the color.
Competitor Analysis:
The more famous toothbrushes on the market have their own advantages: Mars is an Italian oral care brand, its toothbrush packaging box usually has exquisite design and high-quality material production, in the material it is more prominent, Bamboo Brush Co. MouthWatchers is a sustainably-focused brand whose toothbrush boxes are usually made of biodegradable bamboo, environmentally friendly and refined. Mouthwatchers' toothbrush boxes are usually made of recycled materials, and their packaging design focuses on functionality and sustainability. Compared with their packaging, we can use all its materials in the packaging of this toothbrush box, which is more conducive to environmental protection, increase the sustainable use of the box, the design of the pattern can be more concise, and the function of its toothbrush is more prominent.
Fig 3.1 Toothbrush
Fig 3.2 Toothbrush
Fig 3.3 Toothbrush
I bought this toothbrush through an ordinary store, and its packaging is made of plastic wrap and box.
Product analysis：
The packaging of this toothbrush is made of plastic and paper box. The front part of the toothbrush is made of transparent plastic, and the rest of the toothbrush is packaged in a paper box. There is a hole above the carton, which is convenient to hang on the shelf. If I tear him in the middle, it will be especially difficult, and it is easy to destroy the integrity of the box and waste the material. In the pattern design of the package, it uses blue and white as a whole, and the pattern design is relatively pale, which makes people think that this is an impression of medical equipment and contradicts the purchase of it.
Market research：
This toothbrush is mainly used by middle-aged people. Its design is very plain and does not use other bright colors, which may be less purchased by young people, who usually prefer bright styles. When using this product, I think the biggest problem is that it is difficult to open it. We can design a special location for opening it and mark the information. The color on the pattern is low, so it would be better to change the color.
Competitor Analysis:
The more famous toothbrushes on the market have their own advantages: Mars is an Italian oral care brand, its toothbrush packaging box usually has exquisite design and high-quality material production, in the material it is more prominent, Bamboo Brush Co. MouthWatchers is a sustainably-focused brand whose toothbrush boxes are usually made of biodegradable bamboo, environmentally friendly and refined. Mouthwatchers' toothbrush boxes are usually made of recycled materials, and their packaging design focuses on functionality and sustainability. Compared with their packaging, we can use all its materials in the packaging of this toothbrush box, which is more conducive to environmental protection, increase the sustainable use of the box, the design of the pattern can be more concise, and the function of its toothbrush is more prominent.
4.Milk tea drink
Overview:
This product is a solid tea drink, which comes in a clear plastic box, and the small bottle inside is also a plastic bottle.
Product analysis：
This product is a milk tea drink, the box is made of transparent plastic, very hard. When I first saw its pattern and font layout, I thought it was relatively fresh, but when I observed it carefully, its typesetting was very messy, because the plastic was white, the font color was very light, and basically couldn't see the content, so it gave people a fresh and clean feeling. The white font showing the ingredients on the side couldn't even see the contents clearly, crowded and reflective, and when I tried to open this package, its edges were so sharp that it even cut my hand if I wasn't paying attention. The small bottle inside the box can be opened and used repeatedly, but it is the use of plastic packaging, which is not very environmentally friendly.
Market research：
Most of the people who buy this product are young people, this packaging is very fresh and simple, and it is the favorite design of young people. For young people, young and novel packaging is very popular, but in the purchase of its appearance level is also an important factor, its layout design is neater, the font color is more concise and bright can have a better effect, in the opening of the packaging, the edges are very hard to girls unfriendly, the edges are rounded.
Competitor Analysis:
In the milk tea packaging in the market, such as Starbucks, it uses a special paper cup printed with the brand logo and product name, and the cup has the green logo of Starbucks and related design elements. Coco is an international milk tea brand whose packaging often features distinctive brand colors, as well as special cups and LIDS printed with Coco. They all use paper cups or cartons with graphic packaging designs bearing their logos. For this product, its box can be changed to a white box, which is environmentally friendly and eliminates the problem of hard plastic cutting hands. Uniform style and layout in pattern design, color can be changed according to the characteristics of each product.
Reflection
Through this mission, I discovered a lot of things that I hadn't discovered before. When I bought the product before, I didn't look at the design carefully. When I look at it closely with my eyes, I find many advantages and disadvantages. Some products have a good packaging pattern, but the function is defective. So how to improve them is something worth thinking about.
Fig 4.1 Milk tea drink
Fig 4.2 Milk tea drink
Fig 4.3 Milk tea drink
Overview:
This product is a solid tea drink, which comes in a clear plastic box, and the small bottle inside is also a plastic bottle.
Product analysis：
This product is a milk tea drink, the box is made of transparent plastic, very hard. When I first saw its pattern and font layout, I thought it was relatively fresh, but when I observed it carefully, its typesetting was very messy, because the plastic was white, the font color was very light, and basically couldn't see the content, so it gave people a fresh and clean feeling. The white font showing the ingredients on the side couldn't even see the contents clearly, crowded and reflective, and when I tried to open this package, its edges were so sharp that it even cut my hand if I wasn't paying attention. The small bottle inside the box can be opened and used repeatedly, but it is the use of plastic packaging, which is not very environmentally friendly.
Market research：
Most of the people who buy this product are young people, this packaging is very fresh and simple, and it is the favorite design of young people. For young people, young and novel packaging is very popular, but in the purchase of its appearance level is also an important factor, its layout design is neater, the font color is more concise and bright can have a better effect, in the opening of the packaging, the edges are very hard to girls unfriendly, the edges are rounded.
Competitor Analysis:
In the milk tea packaging in the market, such as Starbucks, it uses a special paper cup printed with the brand logo and product name, and the cup has the green logo of Starbucks and related design elements. Coco is an international milk tea brand whose packaging often features distinctive brand colors, as well as special cups and LIDS printed with Coco. They all use paper cups or cartons with graphic packaging designs bearing their logos. For this product, its box can be changed to a white box, which is environmentally friendly and eliminates the problem of hard plastic cutting hands. Uniform style and layout in pattern design, color can be changed according to the characteristics of each product.
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