Packaging & Merchandising Design [ Exercise : Case Study ]
25.04.2025 - 16.05.2025 week 1 - week 4
Sheryne Axellia Putri / 0367267 / Bachelor of Design (Honours) in Creative Media
Information Design
Exercises
TABLE OF CONTENTS
1. Instructions
2. Feedback
3. Reflection
LECTURES
Week 3 08.05.2025_ Introduction to Packaging
- Packaging is a critical part of our daily life. 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.
Figure 1.1 Week 3 (08/05/2025) Packaging.
1. The Evolution of Packaging
- Ancient Times (Before Modern Civilizations)
Early humans used natural materials like: Leaves, bark, coconut shells, bamboo, and animal skins to wrap or carry food and items. Back then, ancient Egyptians and Chinese used clay pots to store oils, grains, and spices.
- Early Civilizations (Mesopotamia, Egypt, Rome)
Glass bottles and clay amphorae were introduced for storing olive oil, wine, and medicine.
Romans started labeling their containers using clay seals, which could be like an early form of branding.
Figure 1.2 Week 3 (08/05/2025) Amphora.
Figure 1.3 Week 3 (08/05/2025) Glass jars and pots (pioneer in Egypt).
- Industrial Revolution (1700s–1800s)
Major shift in packaging due to mass production and factories. In 1810, Peter Durand invented the tin can for preserving food. Paper packaging and cardboard boxes began being widely used for shipping.
Figure 1.4 Week 3 (08/05/2025) Peter Durand invention.
Figure 1.5 Week 3 (08/05/2025) 19th century packaging.
- 20th Century (1900s–2000s)
Packaging became more commercial and visual, thanks to supermarkets and advertising. 1950s: Plastic packaging became popular – cheap, lightweight, and versatile. Brands like Coca-Cola and Kellogg’s started using signature colors, logos, and typography to stand out.
Figure 1.6 Week 3 (08/05/2025) 20th century packaging.
- 21st Century – Era of Sustainability & Digital
The focus shifted towards eco-friendly packaging, biodegradable, recyclable, and less plastic. Many brands now use paper, glass, and reusable materials. Rise of smart packaging, like QR codes and NFC tags for interactive experiences.
So overall, packaging has evolved from being just a protective layer to a powerful tool for marketing, branding, and environmental responsibility. It's no longer just about wrapping – it's about communicating, connecting, and standing out.
Figure 1.7 Week 3 (08/05/2025) 21th century packaging.
2. Design factors in packaging
↪ target audience, product positioning, brand identity, and marketing strategy.
Packaging design involves creating a visual and sensory experience that resonates with the consumer and communicates the product's value and benefits. And 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.
3. Purpose & function of packaging
- Protection
To protect the product inside. Packaging must be designed to keep the product safe from damage during transport, storage, and handling.
Figure 1.8 Week 3 (08/05/2025) Egg packaging for protection.
- 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.
Figure 1.9 Week 3 (08/05/2025) Packaging for identification.
- Transportation
To easily and safely move the product from the manufacturer to the consumer. The package serves to help transport, carry, ship and distribute the product.
Figure 1.10 Week 3 (08/05/2025) Packaging for transportation.
- 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.
Figure 1.11 Week 3 (08/05/2025) Packaging for differentiation.
- Communication
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.
- 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.
Week 4 15.05.2025_ Boxes type and styles
Common Types of Boxes:
- 1. Folding Cartons
Folding cartons (paperboard cartons, or paperboard boxes) are some of the most common types of boxes (e.g: Cereal box)
- 2. Rigid Boxes
Rigid boxes (set-up boxes) are sturdier and do not fold or collapse as folding cartons do. They are often, not always used for higher end products where perceived value is important. They are also used when the product within is heavy and in need of extra support.
- 3. Corrugated Boxes
Also called corrugated board, corrugated fibreboard, or combined board. Commonly referred to as brown cardboard boxes. Typically has three layers. A wavy or fluted layer sandwiched between two outer flat layers.
The fluted layer is where the strength of this paper product lies. In packaging, corrugated boxes are often referred as “shipper boxes” or “master packs.” Mostly used to ship a company’s retail-ready products to stores all over the country/world.
Corrugated is also commonly used as a primary retail packaging the same way a folding carton is used. Corrugated fiber is also commonly used in floor POP displays.
- Common Elements in Folded Cartons
Most common box styles are "Tuck Top." There are basically two types of tuck top boxes:
• Reverse Tuck End (RTE)
• Straight Tuck End (STE)
• These boxes are made of art card ranging from 190 gsm (light product) to 360 gsm (heavy product).
- Reverse Tuck End (RTE).
The top closure tucks from the rear to the front, and the bottom closure tucks from the front to the rear.
- PROS of RTE box styles:
- Cost-effective because you can run more boxes at one time on the same-sized paperboard as opposed to the Straight Tuck End.
- Easy assembly.
- Compact storing (stores flat) for excess packaging inventory.
- Relatively quick to load the product in this packaging.
- Works well for lighter-weight products.
- CONS to RTE box styles:
- Not good for heavy products.
- Not as aesthetically pleasing because of the visible raw edges in the front of the box.
- Reverse Tuck End (RTE).
The top closure tucks from the rear to the front, and the bottom closure tucks from the front to the rear.
- PROS of STE box styles:
- More luxurious than RTE because there are no white raw edges visible on the front of the box.
- Avoids any blockade between the tuck flap and any front window film (see-through window to display the product)
- Easy to assemble.
- Compact storing (stores flat) for excess packaging inventory.
- Works well for lighter weight products.
- Relatively quick to load a product in this packaging.
- CONS of STE box styles:
- More expensive, manufacturers less boxes at one time per paperboard sheet
- Not good for heavy products
- Tuck Top Snap-Lock Bottom.
This box, also known as a “1-2-3 bottom”, has a bottom closure that closes in 3 simple steps.
INSTRUCTIONS
Figure 2.1 Week 1 (24/04/2025) Module information booklet.
Exercise – Packaging Design Analysis
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
- 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.
Packaging Overview & Analysis
1. Chandrika
Figure 2.2 Week 1 (24/04/2025) #1 packaging.
1. Overview
Chandrika Ayurvedic Soap is a herbal soap made by Japanese manufacturers using specially selected botanical extracts and oils blended with plant extracts treated according to Ayurvedic principles. Ayurveda is an old Indian system of medicine based on the application of herbal plants and essential oils.
2. Functionality
The box itself is thin and open, and thus becomes an issue of hygiene. There is no wrapping inside, and the soap can soak up water, odors, or impurities when kept. Key Ingredients, directions for use, and benefits were not in order and were hard to read. No visible sign of manufacture and date of expiry is inscribed on the product. Consumers may be confused because the mixes are not ordered by a certain typography hierarchy.
3. Aesthetics
The color palette, green with dark brown, gives a soothing and fashionable appearance. Bad color choice as well as the nature of treatment on Chandrika soap is leaves no question to whether the medicinal property works or enhances beauty, health, and or wellness. In font use, no change in style, weight, or any measurement is there that can grab the user's attention from the text.
4. Sustainability
No explicit emphasis on sustainability, no recycling symbols, green copy, or labeling. Potential use of non-biodegradable ink or lamination.
5. Target Audience & Branding
The packaging fails to communicate its value proposition. It lacks messaging on skin benefits, safety, or natural origin. Excessive use of text in multiple languages without emphasis dilutes brand impact. The packaging fails to appeal to younger, eco-conscious, or beauty-oriented consumers who prefer clean design, benefit-related messaging, and authenticity (e.g., dermatologically tested, vegan).
6. Market Research & Competitor Analysis
Most likely aimed at traditional buyers of Ayurvedic or herbal products in South Asian markets (India, Malaysia, Sri Lanka, etc.).
Figure 2.3 Week 1 (24/04/2025) Competitor: 'medimix'
Chandrika’s branding is vague and text heavy, lacking strong messaging about skin benefits, ingredient transparency, or modern skincare values. Medimix is clear about its promise: “Everyday skin protection with natural herbs,” and this is reflected in both their visuals and communication. Medimix positions itself as a natural, effective, and trusted product for all skin types, while Chandrika leans on heritage without updating its messaging to stay relevant in today’s market.
2. MURUKU
Figure 2.4 Week 2 (01/05/2025) #2 packaging.
1. Overview
Muruku is a popular traditional snack in Malaysia, which is enjoyed by a large number of consumers — from children to adults, especially during festivals like Deepavali.
2. Functionality
The bag is made of standard plastic foil laminate, which preserves freshness but is not environmentally friendly. It is the standard pillow shape for snack foods, but the ingredient and nutrition information at the back is squashed and in very small print, so it is less accessible.
3. Aesthetics
The front has a large cartoon fish on fire, suggesting heat with a naive and exaggerated style that can confuse consumers. The black background with green and red highlights is optically displeasing, and the uneven lettering of "MURUKU" does not suggest whether the product is traditional, modern, or fun.
4. Sustainability
There are no visible eco-labels or recycling symbols, which is a significant drawback with consumers now being more environmentally conscious.
5. Target Audience
The cartoon design seems to be appealing to children or teenagers, but the spicy fish flavor is more suitable for young adults. This conflict needs a more established branding approach—whether fun, premium, or classic.
6. Market Research & Competitor Analysis
The current packaging of "Muruku Rasa Ikan Pedas Manis" is positioned towards low-budget impulse buyers but is not aligned with contemporary snack consumers who prefer strong flavors with modern, clean, and trustworthy packaging. There is a chance to connect culturally while remaining relevant to a newer generation.
Figure 2.5 Week 2 (01/05/2025) Competitor: 'Mister Potato'.
Mister Potato has a distinctive, recognizable brand character (moustached mascot) and consistent packaging across products. It appears modern and fun. Uses clean, bold graphics with bold color coding by flavor (ex: red for hot, green for sour cream). Graphics and text are well organized with effective use of negative space. It attracts children, teens, young adults, and families by its fun tone, and engaging style.
3. KIJANG - CASTOR SUGAR
Figure 2.6 Week 3 (08/05/2025) #3 packaging.
1. Overview
Kijang Caster Sugar is a fine-textured white sugar product manufactured by Kijang Brand, a Malaysian company known for offering basic household grocery staples. This caster sugar is typically used in baking and dessert preparation due to its finer grain size compared to regular granulated sugar, allowing it to dissolve more quickly and evenly in mixtures.
2. Functionality
The bag is once opened never closed, which is inconvenient to store. The plastic is thin and weak, especially for a powdered item such as sugar, which needs a robust, tear-resistant bag.
3. Aesthetics
The packaging, the colour hot pink is too overpowering for a generic baking staple like sugar. It will not portray the clean crisp nature of caster sugar. The typography is practical but not well-refined and modern. It is not quite well-aligned and it has the feel of an old-fashioned affair. The sack of sugar feels unique and could have grabbed the buyer's eye.
4. Sustainability
Made of non-recyclable plastic, not an appeal to environmental consciousness, certification, or eco-label.
5. Target Audience
Caster sugar is mainly used by: home bakers, Professional chefs, Cafés/baking companies, and Health-conscious cooks. The packaging looks too inexpensive and unattractive to health-conscious or premium consumers. It is not a visually appealing item to young, modern home bakers who expect visually pleasing packaging.
6. Market Research & Competitor Analysis
Since caster sugar is commonly used by home bakers, small bakeries, professional chefs, and households in Malaysia. Modern consumers, particularly younger bakers, prefer packaging that is clean, minimal, functional, hygienic, eco-conscious, and shelf-ready. Current packaging issues include an unattractive bold pink color, a lack of resealability, a flimsy design that affects user experience, and insufficient appeal to lifestyle-conscious and social media-savvy bakers.
Figure 2.7 Week 3 (08/05/2025) Competitor: 'CSR'.
4. ROYAL BAKING POWDER
Figure 2.8 Week 4 (15/05/2025) #4 packaging.
1. Overview
Royal Baking Powder is a leavening agent used primarily in baking. It helps doughs and batters rise by releasing carbon dioxide gas when mixed with moisture and heat. This results in light, fluffy textures in baked goods like cakes, muffins, biscuits, and pancakes.
2. Functionality
The container for the product is a small cylindrical tin can, featuring a metal bottom and a plastic lid. While the top lid is designed as a snap-on cover, accessing the powder inside requires the consumer to puncture or peel away a sealed metal interior, it helps protect the contents from moisture, the resealability is inadequate; once opened, the original metal seal is lost, and the plastic lid does not provide a fully airtight closure.
3. Aesthetics
The design leans towards a retro and traditional style, characterized by bold red, blue, and yellow colors, along with a classic serif typeface. While it may not appeal to younger or more modern audiences, it evokes a sense of nostalgia, embodying the feel of a heritage brand. The main text on the front, “ROYAL BAKING POWDER,” is bold and easily readable, the back label contains small, cramped black text that may poses legibility challenges.
4. Sustainability
The can is made of tin with a plastic lid, making it partially recyclable; however, the mixed materials complicate full recycling efforts. Notably, there are no visible eco-labels or indications of sustainability on the product.
5. Target Audience
The target audience comprises traditional bakers or older consumers who appreciate the brand's legacy. These consumers are likely to value heritage, reliability, and a long-standing reputation over contemporary design trends.
6. Market Research & Competitor Analysis
In today’s market, consumers anticipate convenience features, such as ease of use, resealable packaging, and transparent information. However, Royal's current packaging falls short of these expectations, particularly in terms of convenience and modern appeal, lacking features like a spout and using a difficult metal seal. While the nostalgic design may resonate with older generations, it risks alienating younger consumers who prefer freshness, minimalism, and health benefits.
These products are predominantly purchased in grocery stores, baking supply shops, or local convenience stores, typically at a low price point. As a result, effective packaging and strong brand recognition play a crucial role in influencing customer purchases.
Rumford adopts a modern and clean branding approach. Its packaging prominently features health-related terms like "aluminum-free," appealing to today’s health-conscious consumers. The simpler typography and more subdued colors give Rumford a fresh and accessible appearance.
In terms of messaging and transparency, Royal’s front packaging offers minimal information beyond the brand name and product type, while its back label is dense and difficult to read. Conversely, Rumford highlights product benefits clearly on the front, making certifications and ingredients easy to find, which aids customers in making informed choices. Royal caters primarily to traditional or older consumers who are brand-loyal and value familiarity, often associating heritage with quality despite some outdated functionality. In contrast, Rumford appeals to modern bakers who prioritize health and practicality, seeking transparent nutritional information and functional packaging.
REFLECTION
Experience
Initially, it was somewhat confusing to identify packaging that could be deemed 'bad.' I was considering examples of unattractive packaging that doesn’t appeal visually. Based on personal preferences, there are certainly several options, but analyzing it from a design perspective felt quite challenging. Therefore, I selected packaging that I believe lacks in layout, hierarchy, and functionality.
Observation
The functionality of a product plays a crucial role in elevating the perceived value of its packaging, transforming it from a mere container into an essential component that enhances the user experience.
Findings
The design of your packaging plays a crucial role in resonating with your target audience and reflecting the quality of your product. It serves as a visual gateway, drawing in potential customers and conveying the essence of your brand. By thoughtfully crafting your packaging, you can effectively communicate your values and create a lasting impression that aligns with the preferences and aspirations of your market.
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