Packaging and Merchandising Design: Project 1
23.05.2024 - 06.06.2024 (Week 5 - Week 7)
Sorcha Griselda / 0353056
Packaging and Merchandising Design / Bachelor of Design in Creative Media / Taylor's University
Project 1 | Box Making
LECTURE
Week 5 | Packaging and Branding
Packaging is the container for a product – Cover the physical appearance of the container and including the design, colour, shape, labelling and materials used. It is an important part of the branding process as it plays a role in communicating the image and identity of a company. The role of packaging is changing from that of 'protector' to 'information provider' and 'persuader'. It is now being used as an important sales tool to attract attention, describe the product and make the sale.
The Importance of Packaging and Branding for Businesses:
- Attracts Attention and Differentiates from Competitors
- Packaging frequently serves as a consumer's initial encounter with a product. A thoughtfully designed package can capture attention and leave a favorable first impression. Additionally, effective packaging can distinguish a product from its competitors, providing a competitive edge.
- Builds Brand Identity and Recognition
- Branding and packaging are closely linked, with a company's package design playing a crucial role in establishing brand identity and recognition. Maintaining consistent branding across all products and packaging strengthens the brand image and can cultivate a robust brand identity. This can foster customer loyalty and trust.
- Communicates Brand Message
- Packaging and branding are tools to convey a brand's message and values. Companies can utilize package design to provide information about the product, including its quality, ingredients, and benefits. This approach helps build trust and loyalty with consumers who align with the same values and beliefs.
- Influences Consumer Perception
- Packaging can shape a consumer's perception of a product. A well-crafted package can give a product a premium or high-quality appearance, whereas a poorly designed package can make it seem cheap or low-quality. Additionally, packaging can impact how consumers perceive the brand overall.
- Supports Marketing and Promotions
- Packaging can enhance marketing and promotional strategies. For instance, seasonal packaging can generate excitement and boost sales during particular times of the year. Additionally, packaging can be utilized to highlight special offers or discounts.
- Brand consistency in packaging design is important because it leads to brand recognition.
- When customers recognize your brand, they’re more likely to make purchases and commit to your company for the long term.
- Unique Design Elements
- Companies can use unique packaging design elements, such as shapes, colors, textures, or materials, to make their products stand out.
- For example, Method, a cleaning products company, uses a distinctive, ergonomic bottle shape and bright, eye-catching colors to differentiate their products from competitors.
- Creative Messaging
- Companies can use messaging on their packaging and branding to differentiate their products.
- For example, Dove, a personal care brand, uses messaging on their packaging that promotes a message of self-love and body positivity, which differentiates them from competitors who may use messaging that focuses solely on product features.
- Customization and Personalization
- Companies can offer customized or personalized packaging to create a unique product identity.
- For example, Coca-Cola's "Share a Coke" campaign used personalized packaging with individual names to differentiate their products and create a personal connection with consumers.
- Sustainability
- Companies can use sustainable packaging materials or highlight their sustainability efforts to differentiate their products.
- For example, Patagonia, an outdoor clothing company, uses recycled and sustainable materials in their packaging and highlights their commitment to sustainability on their branding to differentiate their products.
- Color Psychology
- Color profoundly impacts our emotions and can be used to forge an emotional connection with a brand. For instance, red can inspire feelings of excitement and energy, while blue can convey calmness and trust. Companies can strategically use color in their branding and packaging to elicit specific emotions that resonate with their brand values and messaging.
- Imagery and Graphics
- Imagery and graphics can also trigger emotional responses. For example, a brand centered on outdoor adventure might use images of nature and outdoor activities to evoke a sense of freedom and adventure. Similarly, a brand emphasizing family values might use images of families spending time together to evoke feelings of warmth and connection.
- Brand Storytelling
- Brand storytelling effectively creates an emotional connection with consumers. Companies can leverage their branding and packaging to narrate a story that resonates with consumers' values and beliefs. For instance, a coffee company might use its packaging to share the story of sourcing its coffee beans from fair trade farms, fostering an emotional connection with consumers who prioritize ethical sourcing practices.
- Personalization
- Personalization can also foster an emotional connection with consumers. Customizing a product or packaging with a consumer's name or other personal details can create a sense of connection and make the consumer feel appreciated by the brand.
INSTRUCTION
Project 1
Task Description:
- Item Selection: Choose two small items from your daily environment, each measuring between 15cm and 20cm. These items should typically not come in traditional box packaging, such as a mug, book, pair of sunglasses, or candle.
- Justification: Explain why you chose these items and how custom box packaging would improve their presentation and functionality.
Products
During Week 5, we were tasked with bringing in two products (that are non-box items) for a packaging design project. I chose to bring a body mist and a K-pop album. During my consultation with Mr. Shamsul, he provided valuable guidance on how to approach the packaging design for each product. For the body mist, he recommended bundling it with a mini body lotion to create a more appealing package. For the K-pop album, he suggested including a CD in the packaging to enhance its value and appeal. These suggestions opened my eyes to the importance of creating comprehensive and attractive packaging that not only presents the product well but also adds value for the consumer.
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| Fig 1.2 Body Mist |
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| Fig 1.3 Sketch #1 |
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| Fig 1.4 Sketch #2 |
Ai Packaging Mockup
Next, I transformed my sketches into digital versions using Adobe Illustrator as we needed to print them out for the mockup. To ensure clarity and precision, I created two distinct layers: one for the dieline, marked in black, and another for the guidelines, marked in red. This layering technique was crucial for the laser cutting process, as it allowed the printer to differentiate between the two sets of lines and cut them at two separate heat speeds. This method ensured that the final product was both accurate and neatly finished.
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| Fig 1.5 Process of Creating Dieline #1 |
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| Fig 1.5 Process of Creating Dieline #2 |
Laser Cut
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| Fig 1.6 Laser Cut Machine |
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| Fig 1.7 Process of Laser Cut Printing |
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| Fig 1.8 Process of Laser Cut |
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| Fig 1.9 Final Print using Laser Cut |
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| Fig 1.10 Folding Process #1 |
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| Fig 1.11 Folding Process #2 |
Final Submission
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| Fig 1.12 Final Dieline (Album) | JPEG |
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| Fig 1.13 Final Dieline (Body Mist) | JPEG |
FEEDBACK
Week 5
- Bundle each of the product to create a more appealing design for the packaging.
Week 6
- The sketches are okay, just make sure that the size for the physical mockups are refined.
REFLECTION
Experience
This experience has been quite fascinating. My main challenge was mastering the printing and cutting processes, as they are still relatively new to me. Despite this, the task proved to be incredibly beneficial as it allowed me to learn about the various materials used in the packaging and printing industry.
Observation
Through this exercise, I had the opportunity to observe a wide variety of packaging designs, each showcasing different creative approaches and techniques. Watching my classmates' work provided valuable insights into their creative processes and opened my mind to new approaches. For instance, some classmates utilized intricate folding techniques that added an element of surprise to their packaging, while others focused on minimalistic designs that emphasized functionality and simplicity.
Findings
I discovered numerous techniques for folding and cutting through this exercise. Without access to a laser cutter, I had to learn the best methods manually. Although we had lectures on these topics, hands-on experience was invaluable in truly understanding the process. This practical approach helped me grasp the concepts more effectively than any theoretical lesson could.
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