PACKAGING & MERCHANDISING DESIGN//EXERCISES
28.03.2022 -11.03.2022 (Week 1-Week 3)
LECTURE:
What Is Packaging Design
Packaging design is the creation of the exterior of a product of The
connection of form, structure, material, imagery, typography and
information to make a product presentable and suitable for
marketing
Why Is Packaging Design Important?
[PAID] Protection, Attraction, Information,
Differentiation
Primary purpose: To store, protect the product, to meet marketing
objectives by distinctively communicating a consumer product's
personality or function.
Pop display (point-of-purchase) is one of the marketing strategies
that is placed next to the merchandise it is promoting. House of the
brand (Unilever, Procter & Gamble, Nestle) vs branded house
(Google, Astro, Apple)
Notes:
*Packaging often relates to user experience, how easy is it to open,
the size
*Environmental impact (wastage of material), costing
*Printing (CMYK) paper, glass, metallic, deboss, matt laminate /hot
stamping/spot UV
Week 3
Mr. Shamshul started the lecture by showing us some physical
packaging done by our seniors.
Packaging performs a major role in enhancing brand equity. Color,
Design, Shape Size, Physical Materials, Information labeling.
Anatomy
Packaging design elements divide into two: structure
Surface design:
1. Form and Function
2. Material and finishes
3. Branding and typography
4. Imagery and color
Two identifiers need to be incorporated into the design (“hero” brand
and the endorsing corporate
brand). The brand is often displayed based on hierarchy (“hero” brand
in the front face and the parent brand
is on either side or back)
1. Typography:
product names, descriptors, uses, benefits, variants, safety
warnings, customer care information, and ownership. It must be
displayed legibly. Typography can also play an important role in
communicating a brand’s positioning. Type of typography pack size,
information extent, and printing method.
2. Information layout and hierarchy
All packaging displays information to a greater or lesser degree.
Information can be divided into different types (branding, naming,
product variant, features and benefits, weights, and measurements).
The challenge for designers is to display this information in a manner
that is distinctive to support the brand proposition. It is helpful to
consumers to select the product that they want.
3. Back of pack
Focuses on the type of information being displayed and the reader’s
needs. Good designers should understand packaging design is concerned
with “telling stories” about the brand. Back and side faces can be
used to illuminate particular features of the story
4. Photography
Imagery is a staple if much packaging, metaphorically communicating
the brand. Images are created to show the product demonstrates its
usage, communicate its benefits and encapsulate brand essence.
Photography reveals a product’s features and communicates value,
style, and desirability. Hence increasing the purchase value
5. Illustration
Packaging technologies and printing methods that don’t allow
photography to be
used (dry offset or silk-screen printing). The process of
communicating the core proposition of
differentiating a brand or product can still be achieved by using
illustrative imagery.
6. Color
Color can be used to differentiate a brand with its competitor. Color
ownership by a brand is only achieved through consistent use of color
and how that color is applied
7. Symbols and Icons
The ability of icons to communicate quickly and succinctly has
resulted in their widespread use in packaging. A symbol/icon can
convey a brand proposition, and be used to reveal and explain a
product’s features and benefits. Can also be used to support
instructions. Symbols are also used to identify language variants
(flags). Symbols and icons also now become the universally accepted
means of communicating environmental, suitability, and warning
information.
LECTURE:
What Is Packaging Design
Packaging design is the creation of the exterior of a product of The connection of form, structure, material, imagery, typography and information to make a product presentable and suitable for marketing
Why Is Packaging Design Important?
[PAID] Protection, Attraction, Information, Differentiation
Primary purpose: To store, protect the product, to meet marketing objectives by distinctively communicating a consumer product's personality or function.
Pop display (point-of-purchase) is one of the marketing strategies that is placed next to the merchandise it is promoting. House of the brand (Unilever, Procter & Gamble, Nestle) vs branded house (Google, Astro, Apple)
Notes:
*Packaging often relates to user experience, how easy is it to open, the size
*Environmental impact (wastage of material), costing
*Printing (CMYK) paper, glass, metallic, deboss, matt laminate /hot stamping/spot UV
Week 3
Mr. Shamshul started the lecture by showing us some physical packaging done by our seniors.
Packaging performs a major role in enhancing brand equity. Color, Design, Shape Size, Physical Materials, Information labeling.
Anatomy
Packaging design elements divide into two: structure
Surface design:
1. Form and Function
2. Material and finishes
3. Branding and typography
4. Imagery and color
Two identifiers need to be incorporated into the design (“hero” brand and the endorsing corporate
brand). The brand is often displayed based on hierarchy (“hero” brand in the front face and the parent brand
is on either side or back)
1. Typography:
product names, descriptors, uses, benefits, variants, safety warnings, customer care information, and ownership. It must be displayed legibly. Typography can also play an important role in communicating a brand’s positioning. Type of typography pack size, information extent, and printing method.
2. Information layout and hierarchy
All packaging displays information to a greater or lesser degree. Information can be divided into different types (branding, naming, product variant, features and benefits, weights, and measurements). The challenge for designers is to display this information in a manner that is distinctive to support the brand proposition. It is helpful to consumers to select the product that they want.
3. Back of pack
Focuses on the type of information being displayed and the reader’s needs. Good designers should understand packaging design is concerned with “telling stories” about the brand. Back and side faces can be used to illuminate particular features of the story
4. Photography
Imagery is a staple if much packaging, metaphorically communicating the brand. Images are created to show the product demonstrates its usage, communicate its benefits and encapsulate brand essence. Photography reveals a product’s features and communicates value, style, and desirability. Hence increasing the purchase value
5. Illustration
Packaging technologies and printing methods that don’t allow photography to be
used (dry offset or silk-screen printing). The process of communicating the core proposition of
differentiating a brand or product can still be achieved by using illustrative imagery.
6. Color
Color can be used to differentiate a brand with its competitor. Color ownership by a brand is only achieved through consistent use of color and how that color is applied
7. Symbols and Icons
The ability of icons to communicate quickly and succinctly has resulted in their widespread use in packaging. A symbol/icon can convey a brand proposition, and be used to reveal and explain a product’s features and benefits. Can also be used to support instructions. Symbols are also used to identify language variants (flags). Symbols and icons also now become the universally accepted means of communicating environmental, suitability, and warning information.
INSTRUCTIONS:
EXERCISES//CASE STUDY+BOX MAKING
For week 1, Mr.Shamsul walked us through the assignment brief and share
the importance of packaging in our real life.
Ex 1: A case study exploring existing packaging design
We are required to choose one existing packaging design and study the
entire design, practicality, ergonomics, target audience and how the
packaging carries the brand image. Study the entire design which
includes:
• Packaging concept, practicality
• Functionality
(Functions/Form/Structure/Materials/Layers)
• Ergonomics,
• target audiences
• design elements (Logo/Colors/Imagery/Typography)
• Product information
• How the packaging aligns with the brand image
After class, I went to Jaya Grocer for groceries at the same time observed the packaging of the products. I got attracted to the tea section where there were many different types of interesting packaging. Seri Songket Collection from the BOH Tea Malaysia brand is the most exciting packaging I would like to study out of various tea collections with different packaging designs. It has some good detail and cons that have room for improvement.
Figure 1.1 Other Boh tea product, 4th April 2022
Figure 1.2 Boh Seri Songket, 4th April 2022
Photo-Shooting
Figure 1.3 Boh Seri Songket box (Vertical), 4th April 2022
Figure 1.4 Boh Seri Songket box (Horizontal), 4th April 2022
Figure 1.5 Boh Seri Songket box (Front), 4th April 2022
Figure 1.6 Boh Seri Songket box (Bottom), 4th April 2022
Figure 1.7 Boh Seri Songket (Die cut), 4th April 2022
Figure 1.8 Boh Seri Songket Experiment Video, 4th April 2022
Submission:
Ex 1: A case study exploring existing packaging design
We are required to choose one existing packaging design and study the entire design, practicality, ergonomics, target audience and how the packaging carries the brand image. Study the entire design which includes:
• Packaging concept, practicality
• Functionality (Functions/Form/Structure/Materials/Layers)
• Ergonomics,
• target audiences
• design elements (Logo/Colors/Imagery/Typography)
• Product information
• How the packaging aligns with the brand image
After class, I went to Jaya Grocer for groceries at the same time observed the packaging of the products. I got attracted to the tea section where there were many different types of interesting packaging. Seri Songket Collection from the BOH Tea Malaysia brand is the most exciting packaging I would like to study out of various tea collections with different packaging designs. It has some good detail and cons that have room for improvement.
Figure 1.1 Other Boh tea product, 4th April 2022
Figure 1.2 Boh Seri Songket, 4th April 2022
Photo-Shooting
Figure 1.3 Boh Seri Songket box (Vertical), 4th April 2022
Figure 1.4 Boh Seri Songket box (Horizontal), 4th April 2022
Figure 1.6 Boh Seri Songket box (Bottom), 4th April 2022
Figure 1.7 Boh Seri Songket (Die cut), 4th April 2022
Submission:
Figure 2.0 Final Boh Seri Songket Packaging Study Slides, 11th April 2022
Ex 2: Box Making
Item#1: Hand Cream
Figure 3.1 Item #1 Miniso Handcream, 11th April 2022
Figure 3.2 Miniso Handcream dimension, 11th April 2022
Figure 3.3 Sketch and box references, 18th April 2022
Figure 3.4 Paper mock, 18th April 2022
Figure 3.5 Hand cream box making video, 24th April 2022
Figure 3.6 hand cream box making.pdf, 24th April 2022
Figure 3.7 Hand cream digitise dieline.pdf, 24th April 2022
Item#2: Scented Candle
Figure 4.1 Item #2 Kaison Scented Candle, 11th April 2022
Figure 4.2 Brainstorming and product study, 18th April 2022
Figure 4.2 Sketches, 18th April 2022
Figure 4.3 Box study and experimental, 20th April 2022 
Figure 4.4 Final Scented Candle Die-cut, 24th April 2022 
Figure 4.5 Scented Candle Final Box, 24th April 2022
Figure 4.6 Final Box with Scented candle, 24th April 2022
Figure 4.7 Scented candle box making video, 24th April 2022
Figure 4.8 Scented candle box making.pdf, 24th April 2022
Figure 4.9 Scented candle digitise dieline.pdf 24th April 2022
Final Slides Submission: Figure 5.0 Box Making Exercise, 24th April 2022
Ex 2: Box Making
Item#1: Hand Cream
Figure 3.4 Paper mock, 18th April 2022
Figure 3.5 Hand cream box making video, 24th April 2022
Figure 3.6 hand cream box making.pdf, 24th April 2022
Figure 4.1 Item #2 Kaison Scented Candle, 11th April 2022
Figure 4.2 Brainstorming and product study, 18th April 2022
Figure 4.5 Scented Candle Final Box, 24th April 2022
FEEDBACK:Week 2Photoshoot the BOH packaging. Feedback: The box choice is good, can proceed with analyzing,Week 3Exercise part b-making box packaging for 2 loose items (not more than 300mm. We are required to produce 10 sketches for each item.Week 4Item #1 - the durability of the box, if the box with a door, have to consider the strength of holding the product unless it has a locking mechanism. The door concept needs to use a thicker material to hold. Note: need to come out with a stand to keep the product steady. Avoid using too many materials to ensure sustainability. Item #2 -Window on top to show the brand/ label is good, can proceed. Idea number 5 (hexagon) is good to go. After doing the mock-up, Mr Shamsul commented the mock is nice and can proceed with the actual model.
REFLECTION:
The process of designing a packaging design is fun yet challenging. It requires a lot of thinking to come out with a suitable "outer layer" of the product. It is impossible to have a one-time success. As this is my first time doing packaging, I studied the existing packaging and tested out die cut with a similar concept to give me more idea of how a box is constructed. The locking system is the most challenging part for me. The angles and measurements have to be precise to make the lock tight. This task requires patience to study the product, measure, and design. We also need to think out of the box to develop a unique and functional packaging design. For example, we must consider the product's weight and whether it needs extra support to hold the product and choose the most suitable material.
REFLECTION:
The process of designing a packaging design is fun yet challenging. It requires a lot of thinking to come out with a suitable "outer layer" of the product. It is impossible to have a one-time success. As this is my first time doing packaging, I studied the existing packaging and tested out die cut with a similar concept to give me more idea of how a box is constructed. The locking system is the most challenging part for me. The angles and measurements have to be precise to make the lock tight. This task requires patience to study the product, measure, and design. We also need to think out of the box to develop a unique and functional packaging design. For example, we must consider the product's weight and whether it needs extra support to hold the product and choose the most suitable material.
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