PACKAGING AND MERCHANDISING DESIGN [ EXERCISES ]
25.04.24 - 02.05.24 / Week 1 - Week 2
Bachelor of Design (Hons) in Creative Media / Packaging and Merchandising Design / Taylor's University
Exercises
OUTLINE
Instruction
- Exercise 1
- Exercise 2
INSTRUCTION
Module Information Booklet (MIB) of Packaging and Merchandising Design
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Exercise 1 - Overview
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| Fig. 1.1 Packaging (Week 1 / 25.4.2024) |
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| Fig. 1.2 Packaging (Week 1 / 25.4.2024) |
Poorly Packaged Design Analysis Report
Introduction
This report aims to analyse the poorly packaged design that I chose in terms of its Aesthetics, Target Audience, Functionality, Sustainability, and Branding. The poorly packaged design that I chose is a cough medicine by Nin Jiom Pei Pa Koa, made in China for Malaysia only.
Aesthetics
The packaging design of this cough syrup is outdated and unappealing. The use of colour schemes that focus on deep red and white can give off a traditional, oriental feel but is not noticeable among other modern, vibrant packaging designs. Furthermore, customers may not prefer the design, as it has the image of being cheap medicine rather than an oriental feel. Also, the design lacks creativity and does not effectively communicate the purpose of the product. As for the medicine for mothers and children in the description, the image of an old woman and a young man, who appear to be Chinese in the back, can be confusing to non-Chinese consumers and does not effectively communicate the product's use with cough syrup.
Target Audience
As mentioned slightly above, the medicine consists of an image of an old woman, who appears to be Chinese, sitting in a chair, receiving a certain bowl from a young man, who appears to be another Chinese. However, the packaging design of the product may not suit the preferences and needs of their target audience. The design of this traditional element, which seems to have been influenced by China's culture and artistry, is mainly favoured by consumers of different age groups. However, young people, namely mothers who buy medicine for their children or children who need to take the medicine, generally prefer visually appealing, catchy, and modern design elements in terms of charm and aesthetics. Therefore, the current packaging of the product will not capture the visual attention of these young people.
Functionality
Sustainability
In terms of environmental sustainability, this product has less possibility of recycling or regeneration of the used materials. There is no eco-friendly design on the packaging, and there is no mark to confirm whether the materials used in the package are eco-friendly. The medicine inside is a glass bottle, which has the potential to increase the problem of waste production, and the disposal of these glass bottles deteriorates the carbon footprint of the product, which is not good from the perspective of environmental preservation.
Branding
The packaging design of the cough syrup does not effectively represent the brand's value and image. While it is sold as a medicine made using 15 different Chinese herbs, the packaging design does not reflect that fact at a glance. Also, just using a paper box and not using eco-friendly ingredients goes against the message of a healthy brand. Also, outdated designs do not appeal to younger generations, making it difficult for the brand to get new customers.
Conclusion
In conclusion, the packaging design of this cough syrup needs improvement. Old-fashioned designs, a lack of functionality, and unsustainable materials that won't appeal to the younger generation do not effectively represent the brand and appeal to the target audience. To grow noticeably in the market and attract more customers, Nin Jiom Pei Pa Koa needs to redesign its packaging to reflect brand value, satisfy the target audience, and improve functionality and sustainability.
(607 letters)
Exercise 2 - Product Analysis
Lecture note W2
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| Fig. 2.1 Packaging (Week 2 / 2.5.2024) |
Poorly Packaged Design Analysis Report
Introduction
This report aims to analyse the poorly packaged design that I chose in terms of its Aesthetics, Target Audience, Functionality, Sustainability, and Branding. The poorly packaged design that I chose is a grease stripper from AXION in America.
Aesthetics
The packaging design of Tough Grease Stripper from a company called AXION is not very attractive and lacks visual appeal. The overall design is cluttered and does not show customers cohesive themes. The colour scheme is not interesting, with a combination of yellow and a little red. As they want to express that the product has a lemon scent, I know the lemon painting is drawn on the front, but it is not very noticeable because of the yellow background colour. Also, using multiple-sized letters makes the packaging more cluttered. In addition, the product name "Tough Grease Stripper" is less noticeable compared to the big letters "AXION." Since the product itself is not a big thing, if they put in a lot of information when designing packaging, not only does it look cluttered, but it does not effectively show the purpose of the product. Overall, the aesthetics of packaging design do not effectively convey the purpose and appeal of the product.
Target Audience
AXION's Tough Grease Stripper packaging design does not effectively target the desired customer base. The product is marketed as the Tough Grease Stripper, which means it is aimed at people who have trouble removing grease stains. However, the packaging design does not satisfy this target audience. The cluttered design and bright colour scheme do not appeal to those looking for an effective cleaning product. In addition, the small font size and lack of clear product information make it difficult for the target audience to understand the purpose of the product. Also, if the writing is written in English and Malaysian on the front and back, customers may be confused because they have to check both languages.
Functionality
Sustainability
AXION's Tough Grease Stripper packaging design is unlikely in terms of environmental sustainability. The product is packaged in non-environmentally friendly plastic. It also increases the product's carbon footprint with packaging like surrounding plastic wrap. The lack of sustainable packaging options and the use of plastic make the packaging design of the product unsustainable as an environmental aspect.
Branding
AXION's Tough Grease Stripper packaging design does not effectively convey the brand's message. Using a typical colour scheme and design, the product mixes with and goes unnoticed with other cleaning products on the shelf. In addition, putting in the phrase that customers are not sure about "100% effective grease removal" is bound to increase the negative image of the brand if it doesn't execute well. So, the packaging design does not effectively differentiate the product from its competitors, and by putting in unclear and unreliable phrases, it can negatively affect the brand's image and sales.
Conclusion
In conclusion, AXION's Tough Grease Stripper packaging design is not executed properly and does not effectively communicate the appeal of the product to the target audience. Cluttered design, lack of clear information, and unsustainable packaging make it difficult for customers to think of this product as a good one. In addition, the packaging design may not effectively reflect the brand's message, which can negatively affect the brand's image. Overall, the packaging design needs to be improved to attract and retain a target audience and effectively convey the purpose of the product.
(655 letters)
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