Packaging and Merchandising Design / Exercises - Case Study: Packaging Design Analysis
7.9.2023 - 21.9.2023 (Week 2 - Week 4)
Sheryl Pang Pui San / 0349746
Packaging and Merchandising Design / Bachelor of Design (HONS) in
Creative Media
Exercises - Case Study
Lectures
Week 1
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No class due to Public Holiday
Week 2
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What is Packaging
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What is Packaging
Week 3
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Understanding board tools & techniques
1. Salted Egg Flavour Biscuit
The Salted Egg Flavour Biscuit, available at Mix Store, package with a generously sized plastic package. Within this package are around ten individual smaller plastic packages, each containing two pieces of biscuits. The packaging has a consistent orange color scheme, displaying essential product information, including the brand name and product name.
Product Analysis
The primary concern with this otherwise delightful product lies in its packaging—there is an overabundance of plastic used, rendering it environmentally unsustainable. The excessive use of plastic in the packaging detracts from an otherwise exceptional product. While the Salted Egg Flavour Biscuit offers a delightful flavor experience, there's an issue of biscuit breakage. Many of the biscuits inside the individual packaging often exhibit cracks or fractures. This presents a quality control challenge, as the product's texture and integrity may not meet consumers' expectations.
Market Research
Mix Store caters to a discerning target audience, primarily Chinese customers who appreciate a fusion of flavors and a touch of tradition. These customers seek snacks that not only tantalize their taste buds but also reflect the rich heritage and culinary artistry they value.
Competitor Analysis
In comparison to competitors, such as other renowned biscuit brands, Salted Egg Flavour Biscuit's packaging leaves room for improvement. Many competing products are thoughtfully encased in eco-friendly boxes, and they often provide a convenient ziplock feature to reseal the package, preserving freshness for those who don't consume the entire contents in one sitting.
2. Value Tissue in Lotus Store:
The tissue is a basic household product available at Lotus Store. It comes in a minimalistic packaging design with yellow colour used mostly on the packaging. Notably, it lacks the indicating line at the center commonly found in other tissue packaging.
Product Analysis
The packaging of the tissue aligns with minimalism, emphasizing simplicity.
Lack of Indicating Line: Unlike many tissue brands, this product does not include an indicating line at the center, which is a useful feature for tearing off individual sheets without wasting excess tissue. This omission may lead to unintentional waste and inconvenience for users.
Market Research
Lotus Store caters to a diverse customer base, including households and individuals seeking both affordability and convenience. Some customers prioritize budget-friendly, unbranded options for everyday essentials.
Competitor Analysis
In comparison to other tissue brands, many include branding elements and designs to enhance product recognition and trust. Additionally, competitors often incorporate the indicating line at the center, promoting ease of use and reduced wastage.
3. Pincushion from Daiso
Daiso offers a pincushion product with a wooden base and a variety of colour choices. However, there are notable shortcomings in the product's design and packaging.
Product Analysis
Incomplete Plastic Coverage: One of the key drawbacks of this pincushion is the plastic cover, which doesn't fully and securely encase the pincushion. There is a noticeable gap between the plastic and the pincushion. This inadequacy in protection could pose safety concerns and risks for users.
Simplicity in Design: The product's design is exceedingly simple, lacking visual appeal or decorative elements. There is limited information provided on the packaging, primarily comprising the product name. This minimalistic approach may not effectively communicate the value or versatility of the product to potential buyers.
Market Research
Daiso caters to a diverse customer base, including craft enthusiasts, sewing hobbyists, and individuals seeking budget-friendly household items. Customers often look for products that are not only affordable but also practical and well-designed.
Competitor Analysis
In contrast to this pincushion, some competing products in the market offer more elaborate and aesthetically pleasing designs, incorporating decorative elements on the pincushion itself. These products may also include additional information and instructions on the packaging, enhancing user guidance.
4. Lipice Magic Color
The Lipice Magic Color Fragrance is a popular lip balm product with a unique color-changing formula. The lip balm is packaged inside of a plastic package. The outer packaging is not fully transparent, so the lip balm is not seen outside of the package. The packaging design is plain and uninspiring. It doesn't effectively convey the magical color-changing feature of the product.
Product Analysis
The product targets a diverse audience, primarily young adults and teenagers who are interested in beauty and skincare products.The packaging could be more visually appealing and vibrant, showcasing the color-changing aspect of the lip balm instead of only using pink colour.
The brand logo and product name are prominently displayed, but there's room for improvement in terms of making the packaging more memorable and unique. Consider adding innovative features, such as holographic or color-shifting elements, to make the packaging more exciting and reflective of the product's uniqueness.
Market Research
The target market for the Lipice Magic Color Fragrance includes individuals who are interested in lip care products, especially those looking for color-changing lip balms for added fun and beauty.The current packaging may not fully align with the preferences of this target audience, as it lacks the aesthetic appeal and excitement that many beauty product consumers seek.
Competitor Analysis
Competitors in the lip balm category often invest in visually appealing and unique packaging to stand out on the shelves. Many competitors emphasize the natural or vibrant colors of their products on the packaging to entice potential buyers. Some brands also incorporate sustainability elements, such as recyclable packaging or organic ingredients, to attract eco-conscious consumers.
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Understanding board tools & techniques
Instructions
2. Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific short comings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding.
3. 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.
4. 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 category.
Figure 2.0 Module Information Booklet
1. Overview: Choose FOUR (4) products in the market that you
believe have poor packaging design. Ensure the product is readily
available for purchase.
2. Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific short comings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience, and branding.
3. 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.
4. 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 category.
Exercise - Case Study: Packaging Design Analysis
1. Salted Egg Flavour Biscuit
The Salted Egg Flavour Biscuit, available at Mix Store, package with a generously sized plastic package. Within this package are around ten individual smaller plastic packages, each containing two pieces of biscuits. The packaging has a consistent orange color scheme, displaying essential product information, including the brand name and product name.
Product Analysis
The primary concern with this otherwise delightful product lies in its packaging—there is an overabundance of plastic used, rendering it environmentally unsustainable. The excessive use of plastic in the packaging detracts from an otherwise exceptional product. While the Salted Egg Flavour Biscuit offers a delightful flavor experience, there's an issue of biscuit breakage. Many of the biscuits inside the individual packaging often exhibit cracks or fractures. This presents a quality control challenge, as the product's texture and integrity may not meet consumers' expectations.
Market Research
Mix Store caters to a discerning target audience, primarily Chinese customers who appreciate a fusion of flavors and a touch of tradition. These customers seek snacks that not only tantalize their taste buds but also reflect the rich heritage and culinary artistry they value.
Competitor Analysis
In comparison to competitors, such as other renowned biscuit brands, Salted Egg Flavour Biscuit's packaging leaves room for improvement. Many competing products are thoughtfully encased in eco-friendly boxes, and they often provide a convenient ziplock feature to reseal the package, preserving freshness for those who don't consume the entire contents in one sitting.
The tissue is a basic household product available at Lotus Store. It comes in a minimalistic packaging design with yellow colour used mostly on the packaging. Notably, it lacks the indicating line at the center commonly found in other tissue packaging.
Product Analysis
The packaging of the tissue aligns with minimalism, emphasizing simplicity.
Lack of Indicating Line: Unlike many tissue brands, this product does not include an indicating line at the center, which is a useful feature for tearing off individual sheets without wasting excess tissue. This omission may lead to unintentional waste and inconvenience for users.
Market Research
Lotus Store caters to a diverse customer base, including households and individuals seeking both affordability and convenience. Some customers prioritize budget-friendly, unbranded options for everyday essentials.
Competitor Analysis
In comparison to other tissue brands, many include branding elements and designs to enhance product recognition and trust. Additionally, competitors often incorporate the indicating line at the center, promoting ease of use and reduced wastage.
3. Pincushion from Daiso
Daiso offers a pincushion product with a wooden base and a variety of colour choices. However, there are notable shortcomings in the product's design and packaging.
Product Analysis
Incomplete Plastic Coverage: One of the key drawbacks of this pincushion is the plastic cover, which doesn't fully and securely encase the pincushion. There is a noticeable gap between the plastic and the pincushion. This inadequacy in protection could pose safety concerns and risks for users.
Simplicity in Design: The product's design is exceedingly simple, lacking visual appeal or decorative elements. There is limited information provided on the packaging, primarily comprising the product name. This minimalistic approach may not effectively communicate the value or versatility of the product to potential buyers.
Market Research
Daiso caters to a diverse customer base, including craft enthusiasts, sewing hobbyists, and individuals seeking budget-friendly household items. Customers often look for products that are not only affordable but also practical and well-designed.
Competitor Analysis
In contrast to this pincushion, some competing products in the market offer more elaborate and aesthetically pleasing designs, incorporating decorative elements on the pincushion itself. These products may also include additional information and instructions on the packaging, enhancing user guidance.
4. Lipice Magic Color
The Lipice Magic Color Fragrance is a popular lip balm product with a unique color-changing formula. The lip balm is packaged inside of a plastic package. The outer packaging is not fully transparent, so the lip balm is not seen outside of the package. The packaging design is plain and uninspiring. It doesn't effectively convey the magical color-changing feature of the product.
Product Analysis
The product targets a diverse audience, primarily young adults and teenagers who are interested in beauty and skincare products.The packaging could be more visually appealing and vibrant, showcasing the color-changing aspect of the lip balm instead of only using pink colour.
The brand logo and product name are prominently displayed, but there's room for improvement in terms of making the packaging more memorable and unique. Consider adding innovative features, such as holographic or color-shifting elements, to make the packaging more exciting and reflective of the product's uniqueness.
Market Research
The target market for the Lipice Magic Color Fragrance includes individuals who are interested in lip care products, especially those looking for color-changing lip balms for added fun and beauty.The current packaging may not fully align with the preferences of this target audience, as it lacks the aesthetic appeal and excitement that many beauty product consumers seek.
Competitor Analysis
Competitors in the lip balm category often invest in visually appealing and unique packaging to stand out on the shelves. Many competitors emphasize the natural or vibrant colors of their products on the packaging to entice potential buyers. Some brands also incorporate sustainability elements, such as recyclable packaging or organic ingredients, to attract eco-conscious consumers.
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