Packaging Design
24/04/2025 - 23/07/2025 | Week 01 - Week 14
Wong Jia Yi Carmen | 0357198 | Section 01
Packaging Design | Bachelor of Design (Hons) In Creative Media
TABLE OF CONTENTS
- Exercise (Packaging Design Analysis)
- Project 1 (Box Making)
- Project 2 (Innovative Packaging)
- Final Project (Merchandising & Promotional Item)
LECTURES
- Packaging is a very important aspect in our daily lives and has a great impact on how we operate in the contemporary world.
- Since people’s lifestyles, working schedules, and leisure time change, so does packaging to reflect new consumption patterns, different settings, and circumstances. In its simplest definition, packaging can be described as the outer layer or the protective shield that encloses a product.
- 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.
Ancient Times (Before Modern Civilisations)
- Early humans used natural materials like:
- Leaves, bark, coconut shells, bamboo, and animal skins to wrap or carry food and items.
- Ancient Egyptians and Chinese used clay pots to store oils, grains and spices
Early Civilisations (Mesopotamia, Egypt, Rome)
- Glass Bottles and Clay Amphorae were introduced for storing olive oil, wine and medicine.
- Romans started labelling their containers using clay seals, kind of like early branding
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.
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 colours, logos and typography to stand out.
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.
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 communities, the product's value and benefits.
- Packaging design encompasses various elements, such as the shape, colour, 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 aspects of the package, such as 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.
- 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.
- Packaging is often used to help customers identify a product quickly and easily.
- Effective packaging design included 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 competition
- Effective packaging design should be distinctiobe and memorable, with unique colour schemes, typography, and imagery that helps the pricct 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.
- Effevtive packaging design should align with the brand's overall marketing strategy and messaging, creating a cohesive brand identify that resonates with cutsomer.
- 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 quality: 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 containers 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.
- 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 the 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.
- Folding Cartons
- Rigid Boxes
- Set-up Boxes
- Carboard Boxes
- Corrugated Boxes
- Paperboard Boxes
- There are many varieties of different box styles for folding cartons or paperboard boxes
- It is just not for style, but in dimensions as well
- Most common box styles are TUCK TOP
- There are basically 2 types of tuck top boxes:
- These boxes are made of art card ranging from 190 gsm (light product) to 360 gsm (heavy product)
- 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 (stored flat) for excess packaging inventory
- Relatively quick to load the product in this packaging
- Works well for lighter-weight products
- Not good for heavy products
- Not as aesthetically pleasing because of the visible raw edges in the front of the box
- Health and beauty
- Comestics
- Pharmaceautical
- Electronics
- Nutraceutical
- 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 (store flat) for excess packaging inventory
- Works well for lighter-weight products
- Relatively quick to load a product in this packaging
- More expensive, manufacturers produce fewer boxes at one time per paperboard sheet
- Not good for heavy products
- Health and beauty
- Cosmetics
- Works well for heavier products (bottom closure can handle more weight)
- Relatively quick loading (the 3 steps are easy)
- Compact storing (stores flat) for excess packaging inventory
- Easy assembly
- Sits well on retail shelves because package bottom is nice and flat
- More expensive than a bottom-tuck box
- Takes slightly more time to "set up"
- Health and beauty
- Toys
- Food
- Phaarmaceutical
- Works well for heavier products (bottom closure can handle more weight)
- Ultra-fast assembly
- Super speedy loading
- Compact storing (stores flat) for excess packaging inventory
- Sits well on retail shelves because bottom is nice and flat
- More expensive than a bottom tuck or snap-lock bottom (factory has to perform an extra step by gluing the bottom)
- Health and beauty
- Cosmestics
- Toys
- Food
- Pharmaceutical
- Unique Design Elements
- Creative Mesaging
- Customization and Personalization
- Sustainability
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
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.
- A point of purchase display - referred to as P.O.P. - attracts the audience, draws them in close, and makes a sale
- Point of Purchase marketing material includes a myriad of printed advertising display items that can help your product stand out from the crowd.
- A well-designed point of purchase display can help separate a product from its competitors, focus customer attention, & serve as a directed advertisement, targeting the shopper at the exact moment of sale.
- Much like packaging itself, the art of P.O.P. design is part of packaging, part of structural engineering, part of advertising & part of psychology
- The creation of P.O.P. must take into account these additional factors:
- Shelf Talkers are small signs that attach to a retail shelf ledge. They are most commonly utilised with data strips, but can be implemented without them.
- Shelf Talkers are an effective way to attraxt and communicate way to attract and communicate with customer's in store as they are wandering department aisles.
- Wobblers are tags that are stuck to shelves or other surfaces to stand out to grab customer attention.
- Also called shelf talkers or product talkers, these branded tags literally talk for themselves - they point customers to your product, giving you an edge over competitors that sit on the same shelf.
- Induces persons to enter into the shop, It arouses the interest of passers by and kindles a desire to buy the product on display.
- Acts as a selling point.
- Timeliness of displays of goods is important. Products which are bought more during a particular season should be kept in a window display.
- The floor is an advertising space, which is rarely used. As a result, floor stickers are very effective.
- Floor Stickers are perfect for reinforcing existing advertising as well as complementing as well as complimenting Point of Sale. They are also great space savers, ideal for supermarket aisles, shopping centres, retail stores, or staircases and landings.
INSRUCTIONS
fig 1.0 Packaging Design's MIB (24/4/2025)
Exercise / Case Study
Timeframe: Week 1 - Week 4
Description: Exercise - Packaging Design Analysis (20 marks) (1 product a week)
- Overview: Choose 4 products in the market that you believe have poor packaging design. Ensure the product is readily available for purchase.
- Product Analysis: Conduct a thorough analysis of the existing packaging design. Identify the specific shortcomings and challenges in the current packaging. Consider factors such as functionality, aesthetics, sustainability, target audience and branding.
- 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.
- Competitor Analysis: Research and analyse the packaging designs of competing products in the same category. Identify trends and best practices in packaging design within this product category.
462 words.
Week 2
The Dolphin Modelling Material's packaging shows multiple weaknesses in terms of functionality, design, market positioning and competitive positioning. The packaging structural composition consists of weak, thin cardboard material, which provides insufficient protection for a child's product that faces regular use. The front-facing cut-out window, protected only with a thin sheet of clear plastic, reveals product contents which might possibly be affected by potential dust and moisture damage. There is no method to reseal the package, which is crucial for preserving modelling clay from drying out, thus limiting its extended use.
The box faces an aesthetic struggle because its front and back sides show dated visual presentation along with cluttered designs. The messy visual effect emerges from the combination of a loud yellow background with clipart graphics appearing randomly and various font types used without alignment. The visual organisation of the design is poor because crucial communication, such as product benefit, requires readers to scan through multiple textual and graphical elements. Cartoonish design components like Mr Potato Head lookalike clay models and poor quality symbols perform marginally well with little children but the actual design fails to demonstrate creativity or quality or build parental trust, which are critical for buyers.
The environmental sustainability targets misses the mark for this packaging solution. The product consists mainly of cardboard, while the recyclability and eco-friendliness material usage remain unclear throughout the package. Extreme sustainability issues grow from the possible use of non-recyclable plastics in the window space on the front packaging. The present market reflects that sustainable packaging stands as a critical purchasing factor which affects consumer selection, particularly among parents who choose items for their kids.
Provided market research shows parents, who purchase products meant for children aged 3 years and above, focus on the product with clear labelling along with engaging yet neat elements that offer safety assurance and educational learning content. The packaging does not provide proper reassurance related to its main safety concerns. A safety warning appears at the back of the box in small print embedded within a messy layout, and also risks of being overlooked. Unprofessionalism is increased by the tagline's repetitive presentation as 'Ready to use... ... & fun' with extra ellipses having no purpose.
Competitor analysis strengthens the evidence showing these weaknesses. The modelling clay market contains brands such as Play-Doh and Crayola that present attractive, clean designs with easy-to-open compartment packaging and include clear information about safety tests and sustainability, along with educational content. Dophin's packaging appears basic and unappealing as it lacks contemporary branding elements that generate trust or brand devotion in consumers.
428 words.
Week 3
My Beauty Diary's Black Pearl Brightening Mask faces multiple functional nd market communication and competitive challenges. The front design uses black and blush pink with pearl imagery to present a fashionable, feminine look, which creates a luxurious, soft appearance. This packaging approach targets young female adults who are interested in skincare, but it fails to capture contemporary design trends that dominate the leading beauty brands.
The front of the packaging combines pearl and shell motifs, which match the "Black Pearl" theme, but essential details appear in tiny type and remain absent. Consumers want straightforward information, and normally they will look for quick benefits such as '7-day glow,' 'for dull skin,' 'hydrating' in their product descriptions, but this packaging requires consumers to turn to the back of the packaging and read through the description. The back of the packaging has more informative text but it is written in Mandarin and packed tightly with information. For an international product, a clearer bilingual layout would ensure accessibility across the market. The ingredient information,n like Aquaroad™, Tinysome™, and Cosphingo™, fails to make an initial impact because heavy text conceals their view.
The product operates within an overpopulated market segment that requires packaging to demonstrate scientific authenticity and environmental sustainability. Competitors like Dr. Jart+ and The Ordinary provide their products in modern packaging featuring clinical terminology while using eco-friendly labels. The glossy finishes, along with decorative fonts used by My Beauty Diary, create a packaging appearance that seems outdated and less trustworthy to modern consumers. The skincare market requires prominent dermatological testing and certification, but this information is absent from the product. Sustainability is another major oversight. The packaging displays a 'soy ink' logo, but the material appears neither recyclable nor biodegradable without any sustainability communications. The rising consumer expectation for eco-friendly beauty brands is not met by this packaging solution.
306 words.
Week 4
Several crucial design issues within the "My Scheming New Black Mask" packaging diminish its market effectiveness in the current competitive skincare market. The front and back sides of this product show poor design that lacks consumer-focused clarity and cohesive presentation, which reduces its market appeal. The cardboard material shows functional weaknesses because it easily gets damaged through bending and creasing. The cardboard provides minimal defence during transportation and has no capability to reseal itself. The product lacks essential user-friendly features, including perforated openings and structured trays, which should support the placement of masks in skincare routines.
The black and green colour scheme on the package creates a clinical appearance, but the design becomes outdated because of excessive visual elements. The front design appears chaotic because it combines various fonts alongside icons and texts written in both Chinese and English. The design lacks a clear leadership structure and main focal point, which makes it difficult for customers to easily understand the product benefits. The visual elements on the package lack specific symbolism, which fails to improve comprehension.
The target audience consists of young adults who have acne-prone skin and skincare enthusiasts who show a preference for packaging that is sleek, minimalistic and information-rich, according to market research. Brands like COSRX and Innisfree achieve success through their minimalistic packaging design and sustainable materials, and emotionally appealing branding. "My Scheming" packaging's products show signs of age while being cluttered and failing to establish a clear brand identity.
357 words.
Project 1 / Box Making
Timeframe: Week 5 - Week 7
Description: Designing Custom Boxes for Non-Boxed Items. The objective of this assignment is to develop your skills in creating custom packaging solutions for items that do not come in traditional box packaging. By the end of this assignment, you should be able to demonstrate your ability to design fyctional, creative and visually appealing boxes that enchance ythe packaging and presentation of non-boxed items.
During week 4, we did an in-class activity. Mr Shamsul ask us to bring some artboard, a cutter, steel ruler, glue and other stuff.
Mr Shamsul let us to choose either between a Head Massager or a Ball Massager.
I decided to go for the ball massager and after I got all the measurement ready. I immediately start the work.
For the non boxed items, I decided to go with cotton pads and umbrella.
And here are the sketches for both of them.
Cotton Pads.
Umbrella.
After showing and discuss with Mr Shamsul, we agreed to go for the option 1 for cotton pads and option 6 for the umbrella.
Mr Shamsul also told me to do a prototype for each of the packaging to visualise the packaging better and see where it needs to improve, and so I started working on it.
I work on the measurement for both of the items and draw on a piece of A4 paper and use a cutter to cut it out.
This is the outer box for cotton pads.
Here is the finished prototype.
Next, I work on the dieline in Illustrator.
Cotton Pads.
Umbrella.
After some discussion with Mr Shamsul, I've made some minor changes to both of them.
The next day, which is our tutorial time, Mr Shamsul spend some time to teach us how to use the machine.
Finally satisfied, I change the box material to brown card and it looks so much better and sturdy.
SUBMISSION
Umbrella's Box
This hexagon shaped box is specially designed to store a folded umbrella in a neat, compact and eco-friendly way. Made from durable corrugated cardbox with angled sides and a flat base that securely holds the umbrella in place. The top flap opens upwards, functioning like a lid, and is connected to the back panel. When closed, the flaps folds over the opening and tucks into a slit on the front panel, creating a secure locking mechanism without the need for glue or tape. To use it, you simply just lift the top flap, place your umbrella inside and close the lid by sliding it into the front slit. This design makes the box not only practical for storing but also protects your umbrella, at the same time, it is also easy to open and close. Lightweight and reusable.
Cotton Pad's Box
This is a basic cotton pad dispenser that is eco-friendly designed out of brown card that is both functional and sustainable. The box is tall with an open top that makes it convenient for the consumers to refill the inner box by stacking more cotton pads inside the box at any time. A small semicircular cutout is the dispensing slot at the bottom. It is easy to remove one cotton pad at a time through this opening and the rest of the pads remain stacked neater inside. The size of this refillable package is small and minimal, which makes it convenient to use in bathrooms or on vanity tables. It is also a convenient, eco-friendly option since its material can be recycled, and the design can be reused.
After showing to Mr Shamsul and got my feedback, he said to laser cut again as the side of my umbrella box is not align and for the cotton pad box, I change it again because I change the cottons into the thicker ones.
SUBMISSON AFER FEEDBACK
Project 2 / Innovative Packaging (Collaboration project with School of Biosciences)
Timeframe: Week 4 - Week 10
Description: This is a collaboration project between the Design School and School of Biosciences. Students from TBS and SLAS has developed food in their previous semester and in need of packaging design for their product.
In this project, TBS, SLAS and TDS to collaborate on producing a commercially viable product with business model, business financial, packaging design, consumer profiling, media visibility and marketing plan.
After all the TBS have presented, me and my groupmates decided to join ThermoBrew as we think it's really cool and we have potential to work with them. We start putting in our names in the Google Sheet provided.
We start having meetings with them (outside class time) and start planning how they want their logo, the mascot and even the packaging every wednesday.
Here is what my group planned with the ThermoBrew's crew.
And here is what the other ThermoBrew group has planned.
Here is our final logo.
Mascot.
They send us this.
Here is our updated proposal.
During Week 9 meeting, they brought their prototype. And even discuss which design they prefer on both the workaholic and adventurous.
During week 11, we went to Mummy Design to print out our box, both adventurous and workaholic and this is how it turns out.
Workaholic.
Adventurous.
go up
Final Project / Merchandising & Promotional Item
Timeframe: Week 10 - Week 14
Description: Students will build upon the existing packaging design and food product to create a cohesive brand experience through merchandise and promotional initiatives. They will identify opportunities to enhance brand visibility, attract new customers, and foster brand loyalty by designing merchandise items and implementing promotional strategies tailored to the target audience and market context.
After project 2, me and my groupmates start to discuss and even drop down some notes during classtime during week 11.
After we discuss, I start to work on my part.
Then we start to work on the slides.
FEEDBACK
Week 1: No Feedback Given.
Week 2: No Feedback Given.
Week 3: No Feedback Given.
Week 4: Idea is there but the proposition is not right. Sketch non box item packaging drafts to show next week.
Week 5: For cotton pads, go for the 1st one. The umbrella one, go for the 6th. Well done, drawing is neat. Make sure to do the dieline for the packaging and do prototype
Week 6: Can start laser printing next week and see need any changes.
Week 7: No Feedback Given.
Week 8: No Feedback Given.
Week 9: Laser cut the umbrella box again, cotton pad box is fine.
Week 10: No Feedback Given.
Week 11: Merchandise is okay, can proceed
Week 12: Promotional Items is okay, can proceed to refine the slides and prepare for presentation.
Week 13: Proposed idea in the slides is unnecessary, can take that part out of the slides and leave only the finalize part. The rest are okay, can prepare for presentation next week.
Week 14: You may fix your slides after presentation if you want to. Remember to submit your blog link in Google Classroom
REFLECTION
Studying bad packaging was quite a revelation and made me realize how important design is not only for the practical use of the product but also for its usability. At first, I could have easily brush it off and say that poor packaging is ‘ugly’ or ‘inconvenient,’ but through this analysis, I was able to see how much packaging influences a consumer to either repurchase the product or not.
I also learned that bad packaging is usually due to the lack of consideration for the user, such as making it hard to open, using too much material, having unclear information or being non-recyclable. I also learned about how colors, typography, and imagery can make or break a certain advertisement since it can easily mislead the customers.
This reflection also made me realize the importance of good packaging design even more. It is not only about being creative; it is about problem solving, effective communication, and making improvements. In the future, I will be more conscious about the packaging process and how I assess it to make sure that aesthetics and functionality are not mutually exclusive.
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