Packaging & Merchandising Design / Exercises
- 23 September 2024
23/09/24 - 25/10/24 / Week 1 - Week 5
Lin Chenyi / 0367008
Packaging & Merchandising Design / Bachelor of Creative Media Design (Honours)
Exercises
1.LECTURE
Week 1
Packaging is the container or material used to hold and protect a product. The goal of packaging design is to make the packaging attractive and appealing to consumers, taking into account the target audience, brand identity, and practical needs such as convenience and sustainability of the packaging.
Evolution of packaging:
5000 BC: The earliest packaging was made of leaves, reeds, and bark for storage and transportation.
- 2600 BC: Ancient Egyptians used papyrus to create paper-like packaging.
- 1500 BC: Ancient Greeks and Romans used clay containers to store liquids such as wine and olive oil.
- 1850: The first cardboard box was produced in Britain, driving the development of modern cardboard packaging.
- 1890s: Cellulose glass paper is widely used for food packaging due to its moisture-proof properties.
- 1900s: The first metal cans come into use.
- 1930s: Plastic packaging appears, using polyethylene and PVC.
- 1950s: The first aerosol can is introduced.
- 1970s: Recyclable and degradable packaging materials begin to be developed due to environmental concerns.
- 2000s: The rise of e-commerce brings bubble wrap and other protective packaging technologies.
Packaging design includes shape, color, font and image selection, while considering ease of use, sustainability and cost-effectiveness, balancing functionality and aesthetics.
Week 2
Design Elements
- Shape: Package shape should be practical, easy to operate, and aesthetically pleasing. Shape helps differentiate a product from competitors and may also offer functional benefits such as portability or stackability.
- Color: Color plays an important role in attracting consumer attention. Bright, bold colors can convey energy or fun, while muted tones suggest elegance or premium quality. The color scheme must be consistent with the brand image.
- Fonts: Typography is essential for readability and brand recognition. Fonts should be clear, legible, and consistent with the product image—whether playful or sophisticated.
- Imagery and image selection: Images on packaging should communicate the purpose of the product and appeal to the target audience. High-quality images can evoke emotions and attract potential buyers.
Well-designed packaging not only increases product visibility on shelf, but also communicates important information that helps earn consumer trust and satisfaction. Balancing design, functionality, and regulatory requirements is essential for a successful product launch.
2.INSTRUCTIONS
EXERCISE 1
Our first exercise is to conduct a case study on existing packaging design, focusing on its practicality, functionality, ergonomics, and conceptual ideas. Additionally, we will examine the packaging's function, form, structure, and materials. It’s also important to analyze its target audience, design elements, and how it aligns with and maintains consistency with the brand image.
In class, we need to give individual speeches. I mainly focus on the packaging analysis of Meiji Happy Panda Chocolate.
First, let’s talk about Meiji. Founded in Japan in 1885, Meiji is a well-respected company known for its high-quality chocolates, dairy products, candies, and other snacks. Among its many products, Hello Panda stands out as a beloved treat, especially popular among children and families.
Now, onto the packaging design. The Hello Panda packaging features an adorable cartoon panda as its central image, surrounded by bright, eye-catching colors. This design instantly captures the attention of children, families, and young adults. The playful illustrations of the panda engaging in various activities add an element of fun and excitement, which resonates with the brand's lively and joyful image.
However, the packaging is not just visually appealing; it is also practical and functional. The individual packaging of Hello Panda makes it easy to share, perfect for family gatherings or social occasions. The easy-open design is tailored for children, ensuring that even the youngest consumers can enjoy the product with minimal hassle. Additionally, the packaging effectively preserves the chocolate's freshness, keeping it delicious for longer.
Meiji is also committed to sustainability. The brand strives to use recyclable materials in its packaging, aligning with modern consumers' expectations for eco-friendly products. This focus on environmental responsibility enhances the overall appeal of the brand and fosters a positive connection with its audience.
In conclusion, the packaging design of Meiji Hello Panda successfully combines brand identity with consumer needs. It showcases the adorable, vibrant characteristics of the brand while ensuring practicality and sustainability. Ultimately, this clever packaging not only attracts consumers but also reflects the high-quality and delightful experience that Meiji stands for.
I then looked up three other different products for analysis.
EXERCISE 2
In this exercise, we need to pick 2 items/products that have no suitable packaging from our point of view. Once selected, we will design a new box for each item, with the goal of improving the box design for better handling, storage, protection and display of the product. The dimensions of the selected products/items need to be within 200~300mm.
The final work will be evaluated based on the following criteria:
- Measurement accuracy
- Construction quality
- Attention to detail
- Problem solving
Berly’s Matcha Almond Chocolate Packaging:
- Color Scheme: Use matcha green and almond brown to reflect the natural ingredients of the product. Green should be dominant to emphasize the matcha flavor, while brown represents the almond base.
- Design Elements: The packaging can showcase simple illustrations of almonds and matcha leaves, reinforcing the key ingredients. A small, clear window on the front allows consumers to see the chocolate inside, enhancing its appeal.
- Typography: Use clean typography to describe the flavors and make it easy for customers to read.
Guyu Reflective Brightening Serum Packaging:
- Color Scheme: For this product, use soft, light tones such as pale pink and white.
- Design Elements: Keep the design simple, perhaps with a subtle abstract pattern that symbolizes light or water drops.
- Typography: Keeping the original typography, using a sans serif font can convey elegance and modernity well. Important details such as the brightening properties and benefits of the serum should be clearly listed.
4.REFLECTION
This packaging design analysis exercise gave me a great insight into packaging design. By focusing on simplicity, I not only understood the visual effect of design, but also its power in attracting consumers. Such exercises help to cultivate your sensitivity to design details, especially how to convey clear product information through simple design.
5.FURTHER READING
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