Packaging and Merchandising Design

April 05, 2023

Packaging and Merchandising Design - Exercises

2/4/2023 - 1/5/2023 (Week 1 - Week 5)

Anna Chin Siaw Fong / 0354370

Packaging and Merchandising Design / Bachelor of Design (Honours) in Creative Media / Taylor's University

Exercises

LECTURES

Week 2 - What is Packaging Design?

Introduction to Packaging

Packaging is a critical part of our daily life. It impacts the way we live in this global society.
As the way we live, work and play changes, packaging has to meet the demands of changing consumption, locations and occasions.
Packaging is the container or wrapping that holds a product and protects it.
Packaging design is the process of making the package look attractive and appealing to the consumer, while also considering factors such as the target audience, brand identity, and practical considerations like ease of use and sustainability.
By creating an effective package design, brands can make their product stand out and connect with consumers on an emotional level.
Packaging is the container or wrapping that holds a product and protects it.
Packaging design is the process of making the package look attractive and appealing to the consumer, while also considering factors such as the target audience, brand identity, and practical considerations like ease of use and sustainability.
By creating an effective package design, brands can make their product stand out and connect with consumers on an emotional level.

The Evolution of Packaging

5000 BCE: The earliest known packaging was made from natural materials such as leaves, reeds, and bark, which were used to store and transport food and other goods.
2600 BCE: The ancient Egyptians developed paper-like material made from the papyrus plant, which they used for packaging.
1500 BCE: The ancient Greeks and Romans used clay pots, amphorae, and jars to store and transport liquids such as wine and olive oil.
1850: The first paperboard box was produced in England, paving the way for modern cardboard packaging.
1890s: Cellophane, a transparent and moisture-resistant film made from cellulose, was invented and became popular for wrapping food and other products.
1900s: The first metal cans were introduced, providing a new way to preserve and transport food.
1930s: The first plastic packaging, made from synthetic materials such as polyethylene and polyvinyl chloride (PVC), was introduced.
1950s: The first aerosol cans were introduced, revolutionizing the packaging of personal care and household products.
1970s: The focus on sustainability and environmental concerns led to the development of recyclable and biodegradable packaging materials.
2000s: The rise of e-commerce and online shopping has led to the development of new packaging technologies such as bubble wrap, air pillows, and other protective materials designed to protect products during shipping.

Packaging Design

The design of packaging must consider various factors, such as the target audience, product positioning, brand identity, and marketing strategy.
It involves creating a visual and sensory experience that resonates with the consumer and communicates the product's value and benefits.
Packaging design encompasses various elements, such as the shape, color, typography, imagery, and material choices.
These elements work together to create a cohesive and visually appealing package that stands out on the shelves and captures the consumer's attention.
Successful packaging design must also consider the practical aspect of the package, such as the ease of use, sustainability, and cost-effectiveness. It must balance the need for functionality and aesthetics to create a package that is both effective and visually appealing.

Purpose and Function of Packaging

Protection
Identification
Transportation
Differentiation
Communication
Marketing

Physical Protection

One of the primary functions of packaging is to protect the product inside.
Packaging must be designed to keep the product safe from damage during transport, storage, and handling.
For example, a fragile item like a glass bottle might require packaging that includes extra padding or reinforcement to prevent it from breaking.
The simple egg box in recycled, moulded card pulp is perhaps the greatest piece of functional packaging ever.

Identification

Packaging is often used to help customers identify a product quickly and easily.
Effective packaging design includes the product name, logo, and other important details that allow customers to easily recognize the product on store shelves or online.

To Transport

To 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.

Differentiation

Packaging can help a product stand out from its competitors.
Effective packaging design should be distinctive and memorable, with unique color schemes, typography, and imagery that helps the product to stand out on crowded shelves.

Communication

Packaging can be used to communicate important information about the product, such as its features, benefits, and usage instructions.
Effective packaging design should include clear and concise messaging that helps customers understand what the product is and how it can be used.

Marketing

Packaging can also be used as a powerful marketing tool, helping to create a positive impression of the brand and product.
Effective packaging design should align with the brand's overall marketing strategy and messaging, creating a cohesive brand identity that resonates with customers.

Information on Packaging

Product name: The name of the product must be clearly displayed on the packaging so that customers can easily identify what they are purchasing.
Net quantity: The amount or weight of the product contained in the packaging must be indicated, usually in both metric and imperial units.
Ingredients: If the product contains any allergens or other ingredients that may cause harm to consumers, these must be listed on the packaging.
Nutritional information: For food products, nutritional information such as the calorie count, fat content, and sugar content must be included.
Country of origin: The country where the product was made must be stated on the packaging.
Manufacturer information: The name and contact information of the manufacturer or distributor of the product must be included.
Warning labels: Certain products may require warning labels to inform customers about potential hazards or risks associated with the product.

Packaging Design as Communication

Visual problem solving is at the core of packaging design.
Whether it is introducing a new product or improving the appearance of an existing one, creative skills – from conceptualizing and rendering to three-dimensional design, design analysis, and technical problem solving – are the ways a design problem is resolved into innovative solutions.
As 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.

Week 3 - Understanding Board Tools & Techniques

The Tool of the Package Designer

The design of packaging requires not only a new set of hand skills for the packaging designer, from creative engineering to the mastering of mock-up construction, but a different way of thinking about a solution and presenting information.
Before starting to design a package; it’s important to yourself with the basic toolbox you will need to familiarise produce your pieces.
Start by taking a look at some of the traditional board tools designers use to create a 3D mock-ups.

Tools that package designer should have:

Metal ruler
Scoring tool
Cutting mat
T-square
Adhesive – spray mount, PVA glue, double sided
Cutter, scissors

Scoring

At certain points in your package construction, you’ll find that it’s preferable to fold rather than to cut the board.
There are two different ways to score a piece of cardboard.

The Structure of Packaging

There are many different types of packaging.
It is important that goods are packaged correctly, and the products are protected when they are transported.
Packaging comes in a variety of shapes, sizes and colors.
There are four basic structures in packaging.

The Six-sided Box

The six-sided box is the most common polyhedron used in storage structures.
It is simple to construct and practical to stack, transport and display.
The six-sided box has become the most recognisable form in retail packaging.

The Pyramid

A more complex polyhedron is the pyramid.
The pyramid can be designed with three or more sides, and its base will change accordingly to the design.

The Cone

A cone is much alike a pyramid, but the base is not three, four or five sided; but round with a single triangular side that turns around onto itself along the base.
In packaging, the cone presents some special engineering problems, and the cone is an uncommon form in packaging design.

The Cylinder

The last basic shape for packaging is the cylinder.
Like the cone, the cylinder has a single vertical side that curves around onto itself.
The cylinder is a shape that is usually made from moldable materials such as plastic or metal, instead of paperboard.

The Studio Techniques

Die cutting
Embossing
Perforations
Pop-ups
Uv varnish

Week 4 - Packaging Design & Material

Introduction

Packaging is an essential component in our culture.
More than a container, a bag, a box, or a bottle, it tells stories and makes promises in an attempt to win trust.
Packaging also refers to the process of design, evaluation, and production of packages.
Without the package, products may be similar as their competitors.
A packaging that have an eye-catching graphics and messages make all kinds of products desirable, sellable, understandable, memorable, and entertaining.
So, as a designer you must know what kind of material that suit to the product before you start to design a packaging.

Type of Packaging Materials

Paper - paper bags, aseptic (juice boxes, milk cartons), sachets etc
Plastic - blister packs, clamshells, bottles, tubs, shrink-wraps etc
Glass - bottles, jars etc
Metal - cans, tubes
Wood - crates etc
Leather - bags etc
Fabric - bags etc

1. Metal

An air-tight container made of thin metal that requires cutting or tearing to open.
Called a can, tin can, or tin, these containers hold a variety of products, with the overwhelming majority being food preserved by canning.
Typically cans have a printed paper or plastic label glued to the outside cylinder body.
Typical uses:

Vegetables, fruits, milk, nuts, soup, fish, engine oil, pet food.
Aluminium is attractive, light strong at the same time, but requires a lot of raw materials energy to make it.
For this reason it must be recycled.

2. Carton (specialty)

Boxes can be created in a variety of specific shapes and usages.
Various geometric shapes including rectangles, squares, ovals, and rounds can be designed specifically to hold a particular product.
Typical uses:

Specialty cartons include those for eggs, milk, and juice.

3. Aseptic Packaging

Aseptic packaging is a specialized manufacturing process in which food, pharmaceutical, or other contents are sterilized separately from packaging.
This method uses extremely high temperatures to maintain the freshness of the contents while also ensuring that it’s not contaminated with microorganisms.

Aseptic packaging materials

Polyethylene is used as a barrier on the inner and outer sides of aseptic packaging. These layers protect against moisture entering or exiting the container.
Film foil helps preserve the product by keeping light and oxygen out.

4. Plastic

This is the most common packaging material & at the same time, one of the most difficult to dispose of.
The factors common to all plastics are that they are light, strong & cheap to manufacture.
It is for these reasons that they are used so much, as an alternative to cardboard & glass packaging materials.
Almost 10% of our rubbish consists of different types of plastic.
They are a problem in landfills as they are bulky.
Separated the rest of the waste, they can must be upgraded for the good of everyone.

5. Glass

An ideal material for foods, especially liquids.
It is inalterable, strong easy to recycle.
It is the traditional vessel in the home (jars, glasses, jugs, etc.).
Its weight shape may involve some difficulties for transport storage.

Labels and Barcodes

Barcode

A bar code is a series of black-and-white bars and spaces that represent a series of characters & symbols.
Its purpose is to code information in a from that is easy to read by machine.
Bar codes are read by sweeping a small spot of light across the printed bar-code symbol.
The three advantages of bar coding over manual data collection are:

Speed: data are entered into the computer more rapidly;
Accuracy: bar-code systems are almost error free. They do not rely on people to type correctly;
Reliability: bar-code formats are designed with various forms of error checking built into the code.

Week 6 - Packaging and Branding

Packaging is the container for a product – Cover the physical appearance of the container and including

the design, colour, shape, labelling and materials used

Most marketing textbooks consider packaging to be an integral part of the 'product‘ component of the 4P‘s of marketing: product, price, place and promotion

The main use for packaging can be considered to be protection of the goods inside, packaging also fulfils a key role in that it provides us with a recognizable logo, so that we instantly know which product is inside the package.

Packaging is an important part of the branding process as it plays a role in communicating the image and identity of a company.

The role of packaging is changing from that of 'protector‘ to 'information provider‘ and 'persuader‘

It is now being used as an important sales tool to attract attention, describe the product and make the

sale

The Importance of Packaging and Branding for Businesses

Attracts Attention and Differentiates from Competitors:

Packaging is often the first interaction that a consumer has with a product. A well-designed package can

grab the consumer's attention and make a positive first impression. Effective packaging can also

differentiate a product from its competitors and create a competitive advantage.

Builds Brand Identity and Recognition:

Branding and packaging go hand in hand, and a company's package design can help build brand identity

and recognition. Consistent branding across all products and packaging reinforces the brand image and

can create a strong brand identity. This can lead to customer loyalty and trust.

Communicates Brand Message:

Packaging and branding can communicate a brand's message and values. A company can use its package design to convey information about the product, such as its quality, ingredients, and benefits. This can help build trust and loyalty with consumers who share the same values and beliefs

Influences Consumer Perception:

Packaging can influence a consumer's perception of a product. A well-designed package can make a

product appear more premium or high-quality, while a poorly designed package can make a product seem cheap or low-quality. Packaging can also influence a consumer's perception of the brand as a whole.

Supports Marketing and Promotions:

Packaging can support marketing and promotional efforts. For example, seasonal packaging can create

excitement around a product and drive sales during specific times of the year. Packaging can also be used to promote special offers or discounts.

Consistency in Packaging and Branding

Brand consistency in packaging design is important because it leads to brand recognition

When customers recognize your brand (and have positive associations with it), they’re more likely to

make purchases and commit to your company for the long term

Repetition makes customers more likely to choose you

Differentiation Through Packaging and Branding

Differentiation through packaging and branding is important because it helps products and brands be

easily recognizable in the marketplace, and it can help a company establish a competitive advantage.

When a product is similar to others on the market, effective packaging and branding can be the key factor in convincing a consumer to choose one brand over another.

Here are some ways that companies can differentiate through packaging and branding:

Unique Design Elements
Creative Messaging
Customization and Personalization
Sustainability

Unique Design Elements:

Companies can use unique packaging design elements, such as shapes, colors, textures, or materials, to

make their products stand out.

For example, Method, a cleaning products company, uses a distinctive, ergonomic bottle shape and bright, eye-catching colors to differentiate their products from competitors.

Creative Messaging:

Companies can use messaging on their packaging and branding to differentiate their products.

For example, Dove, a personal care brand, uses messaging on their packaging that promotes a message of self-love and body positivity, which differentiates them from competitors who may use messaging that focuses solely on product features.

Customization and Personalization:

Companies can offer customized or personalized packaging to create a unique product identity. For

example, Coca-Cola's "Share a Coke" campaign used personalized packaging with individual names to

differentiate their products and create a personal connection with consumers.

Sustainability:

Companies can use sustainable packaging materials or highlight their sustainability efforts to

differentiate their products.

For example, Patagonia, an outdoor clothing company, uses recycled and sustainable materials in their

packaging and highlights their commitment to sustainability on their branding to differentiate their

products.

Emotional Appeal through Packaging and Branding

Emotional appeal through packaging and branding refers to the strategy of using packaging and branding elements to evoke an emotional response from consumers.

This emotional connection can help create a more meaningful and long-lasting relationship between a

consumer and a brand.

According to a study, the appeal of product packaging can trigger different emotions, including impulsive buying, even for customers with no intention to make the purchase

Attractive packaging designs can instantly trigger positive and rewarding emotions in consumers,

significantly contributing to their purchasing decisions.

Here are some ways that companies can use emotional appeal through packaging and branding:

Color Psychology:

Color can have a powerful effect on our emotions and can be used to create an emotional connection

with a brand. For example, red can evoke feelings of excitement and energy, while blue can create a sense of calmness and trust. Companies can use color in their branding and packaging to evoke specific

emotions that align with their brand values and messaging.

Imagery and Graphics:

Imagery and graphics can also be used to evoke an emotional response. For example, a brand that focuses on outdoor adventure may use imagery of nature and outdoor activities to create a sense of freedom and adventure. A brand that focuses on family values may use imagery of families spending time together to create a sense of warmth and connection.

Brand Storytelling:

Brand storytelling is a powerful way to create an emotional connection with consumers. Companies can

use their branding and packaging to tell a story that connects with consumers' values and beliefs. For

example, a coffee company may use their packaging to tell the story of how their coffee beans are

sourced from fair trade farms, creating an emotional connection with consumers who value ethical

sourcing practices.

Personalization:

Personalization can also create an emotional connection with consumers. When a product or packaging is personalized with a consumer's name or other personal information, it can create a sense of connection and make the consumer feel valued by the brand.

INSTRUCTIONS

Exercise 1: A Case Study Exploring Existing Packaging Design

For this exercise, we were to choose four existing packaging design type and study on

the entire design, practicality, ergonomics, target audience and how the packaging carries the brand image. We needed to write a short report based on our observations and research.

I chose paper box, bottle, can and laminated tube for this exercise. After I have chosen my four types of packaging design, I proceeded with taking pictures of the existing packaging design. I wrote my short report and put them all in my slides using Canva.

Fig 1.0 Existing packaging design

Fig 1.1 Designing slides on Canva

Final Exercise 1 Submission

Exercise 2: Box Making

For this exercise, we were to choose 2 items and design a box for the items. The item chosen should not be bigger than 300mm and smaller than 200mm. Therefore, I chose a pouch and calendar for this exercise.

Fig 2.0 Item 1 (Pouch)

Fig 2.1 Item 2 (Calendar)

After I have chosen my item, I began sketching out the box design for the items. I also made mini prototypes of the box.

Fig 2.2 Sketch for Item 1 (Pouch)

Fig 2.3 Sketch for Item 2 (Calendar)

Fig 2.4 Box prototype for Item 1 (Pouch)

Fig 2.5 Box prototype for Item 2 (Calendar)

Upon approval from Mr. Shamsul, I then created my dielines using Adobe Illustrator. I proceeded to cutting out the dielines at the laser cutting studio at school and assembling it after.

Fig 2.6 Creating dielines

Fig 2.7 Laser cutting

Fig 2.8 Box 1 (Pouch)

Fig 2.9 Box 2 (Calendar)

Final Exercise 2 Submission

FEEDBACK

Item chosen for box making exercise are okay
Nice design for box to make for the products

REFLECTION

Both of the exercises has helped me gained more understanding about packaging design. Doing the case study task help me learn more about packaging design as I never analysed a packaging that closely before. I learned how to create dielines when making the boxes. The task was not as easy and there were complications when trying to complete the task but I got it done in the end. Overall, I'm grateful that these 2 task helped me in gaining more knowledge about packaging design.

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Anna Chin Siaw Fong (0354370)

Packaging and Merchandising Design - Exercises

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