Packaging and Merchandising Design - Exercises

29 August 2023 - 21 September / Week 1 - Week 4
Sim Jia Min 0349784
Publishing Design / Bachelor of Design (Hons) in Creative Media / Taylor's University
Exercise - Packaging Design Analysis

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INSTRUCTIONS (MIB)

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Exercise - Packaging Design Analysis

Packaging 1: Food packaging

Figure 1.1: Ma hwa cookies snack (front)

Figure 1.2: Ma hwa cookies snack (back)

Product Analysis:

The product above with sealed packaging is a seaweed flavour ma hwa cookies. The shortcoming of the product is the choice of colour of the packaging, while it is understandable that the green is to match the seaweed flavour of the product, there are some other shades of green that can match the product better. The product name in red colour also does not match with the green.

The graphics on the product are not well-arranged, the graphics are randomly placed. Also, considering that this food product is a general snack for consumers of all ages and does not target children, the cartoon graphics are unnecessary. Another thing is this product could have a window to show the actual snacks because the graphics could be misleading.

Market Research:

The product is bought from MiX store, which is a store focusing on selling imported snacks from Japan, Korea, Thailand, China Mainland, and Taiwan. The target market of MiX is Chinese consumers, as the products and in-store signs are usually written in Chinese characters, also most products are imported from China Mainland. Therefore, it is clear that this snack product is targeted at Chinese consumers. MiX store contained a lot of snack products with eye-catching packaging designs, however the snack packaging above does not have a strong capability to draw attention due to the choice of the green colour shade doesn't have an appetising effect.

Competitor Analysis:

Figure 1.3: Competitor - light-salted potato snack

The image above is a light-salted potato snack from Japan, also with sealed packaging as the ma hwa cookies above. The colours of this packaging are well-balanced and suitable, the shade of green is an appropriate kind of green that matches with food packaging. Compared with the packaging from Figure 1.1-1.2, the graphics in Figure 1.3 are simple and neatly arranged and the overall aesthetic makes the snack look appetising.

Packaging 2: Tea packaging

Figure 2.1 (left) & 2.2 (right): tea packaging (secondary packaging)

Figure 2.3 (left) & 2.4 (right): tea packaging (primary packaging)

Product Analysis:

The product above is a loose leaf tea packaging contained primary and secondary packaging. One of the shortcomings of this product is that there are no ingredients and nutrients stated on the packaging, and overall not many details about the tea itself, which is why the branding is not strong enough. The other shortcoming is that the secondary packaging is just plain transparent plastic packaging, which doesn't match the price of the product (RM200), the plastic packaging makes the product look cheap and not as valuable. The material used for the packaging is not sustainable and eco-friendly as they are all in plastic.

Market Research:

Chinese brands tea usually target middle-aged and elderly people, who have more leisure time, as most Chinese tea brands sell loose leaf tea, which can make people enjoy the process of brewing tea, while younger people usually prefer teabag as it is more convenient and time-saving. 

Competitor Analysis:

Figure 2.5: Competitor - Lin Shaobin tea packaging

Figure 2.6: Competitor - Lin Shaobin tea packaging

Many Chinese loose leaf tea brands opt for a minimalist and elegant design approach. They use simple, clean lines and a limited colour palette, often featuring earthy tones like greens, browns, and blacks. This approach conveys a sense of authenticity and purity, aligning with the natural and organic qualities of tea. The packaging above (Figures 2.5 & 2.6) uses paper material for its packaging, which is sustainable and eco-friendly. Figure 2.6 shows the tertiary packaging of the tea, which is a paper box, the box includes the information details of the tea. Compared with the tea packaging from Figure 2.1-2.4, Figure 2.5-2.6 is a better packaging design in terms of sustainability, branding and aesthetics.

Packaging 3: Floor wipes packaging

Figure 3.1 & 3.2: Floor wipes packaging

Figure 3.3: The almost invisible perforated line

Product Analysis:

The product above is a household cleaning product, a floor wipes pack. The shortcoming of this product is the colours, the choice of red and yellow colours for the floor wipe packaging can resemble food packaging colours. Red and yellow are often associated with appetite stimulation, which is why they are commonly used in the food industry. Using these colours on cleaning product packaging may unintentionally evoke hunger or food-related thoughts, which is not ideal for a cleaning product. The other shortcoming is that the perforated line on the plastic packaging is not so visible, customers might use another opening mechanism before they could even notice the perforated line.

Market Research:

The floor wipes pack is bought from Daiso, and Daiso is known for its affordability, making their products generally target budget-conscious consumers, families with children, or young adults. As it is a household item, so the target market for this product is household consumers. The current packaging provides the product information adequately, providing usage instructions and ensuring product safety guidelines, which is what consumers usually value.

Competitor Analysis:

Figure 3.4: Scott floor wipes

The figure above is a floor wipes pack from Scott. The white and blue colours used on this packaging are ideal for a household cleaning product, and fit consumers' image of how a cleaning product packaging will look like. Also, it has a resealable sticker as the opening mechanism for the wipes, which can provide a convenient way to access the wipes while keeping it to prevent from collecting dust.

Packaging 4: Micellar Cleansing Sheet

Figure 4.1 - 4.4: Bifesta micellar cleansing sheet

Product Analysis:

The figures above show a Japanese brand micellar cleansing sheet. The overall packaging of the product is fine, the aesthetic fits the branding of a skincare brand, and with detailed information about the product behind the packaging. However, the packaging is lack of sustainability with both primary and secondary plastic packaging. The secondary packaging is also slightly unnecessary here, as this kind of wipes packaging usually only sells in the primary packaging form. While it is understandable that the brand wants to include the translated product details on the secondary packaging, having secondary packaging is not the only way to solve this problem. Additionally, the product only contain 10 sheets inside, which is kind of a waste of plastic usage for this amount of content.

Market Research:

The target market of this product is predominantly women, who seek a quick and effective way to remove makeup by simply wiping them off. With the growing environmental concerns nowadays, consumers including Bifesta's target audience, are increasingly interested in eco-friendly packaging, so it is important to exclude as much plastic usage in packaging, or even explore more sustainable packaging options such as recyclable materials or refillable pouches.

Competitor Analysis:

Figure 4.5: Simple micellar cleansing wipes

Figure 4.6: Garnier micellar cleansing wipes

As mentioned in product analysis section, wipes packaging usually doesn't need secondary packaging, and the designs are usually minimalistic. Compared with the opening mechanism of wipes from Figure 4.1-4.4, which needs an extra tear off of the secondary packaging, the wipes from Figures 4.5 and 4.6 are more straightforward, just a simple pull of the resealable sticker to access the wipes. As the target market for micellar cleansing wipes is consumers who want to remove makeup in a quick way, a straightforward opening mechanism is suitable.

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FEEDBACK

Week 3:

- snacks: could have a window to show the actual food to prevent misleading

- tea: no ingredients and nutrition listed

- wipe: the colours make it look like food product

- all 3 products are suitable for the analysis exercise

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REFLECTION

This packaging design analysis exercise provided a valuable opportunity to delve into the world of packaging design and its intricate details. This exercise has encouraged me to critically evaluate packaging designs from various perspectives, including aesthetics, functionality, sustainability, and branding. One key takeaway from this exercise is the importance of simplicity. Some of the popular products in the market I explored had clean, minimalist designs that immediately communicated their purpose and values. It's fascinating how a well-thought-out design can make a product stand out on the crowded shelves of a store and create a lasting impression.