TASK 1- INTRODUCTION, CASE STUDY & BOX PACKAGING
24.09.2024 - (Week 1 - Week 4)
Amirah Akbar Ali / 0361001
Bachelor of Design (Hons) in Creative Media
Task 1A & 1B : Case Study & Box Making
LECTURE
Week 01 - Week 03
What is Packaging?
Packaging refers to the material or container that protects and holds a product, ensuring its safety, freshness, and transportability. It acts as a physical barrier against damage, contamination, and spoilage while facilitating easy transportation and storage.
Timeline of Packaging Development
- 1500 BC, Egypt: Ancient Greeks and Romans used clay pots and jars for storing and transporting liquids like wine and olive oil.
- 1000 BC, China: Mulberry bark sheets were the first recorded use of food wraps.
- 1810, England: Peter Durand introduced tin-plated cans for food storage.
- 1817, England: First commercial cardboard was produced.
- 1844, England: Introduction of commercial bags for trade.
- 1865, England: The can opener was invented, revolutionizing the usage of canned goods.
- 1866, USA: SMITH BROTHERS cough drops featured early branding on packaging.
- 1867, USA: DR. LYONS used printed metal containers for tooth powder.
- 1916, USA: Coca-Cola introduced its iconic bottle shape.
- 1937, Oklahoma: The first shopping cart was invented, based on the folding chair design.
- 1970, California: The recycling symbol was introduced on recyclable packaging.
- 1973, Ohio: First barcode appeared on Wrigley’s gum.
- 1974, Kentucky: Stay-on tab for cans was introduced by Falls City Brewing Co.
- 1980, Texas: Whole Foods opened the first natural foods supermarket, influencing packaging in the organic sector.
- 2007, England: Al Gore raised awareness on global warming, influencing eco-friendly packaging choices.
Packaging as a Salesperson
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Evolution: Packaging has become an integral part of the sales process. It now serves not only to protect products but also to attract consumers and influence their buying decisions.
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Purpose: Modern packaging enhances product appeal and communicates key product benefits, making it a crucial factor in consumer purchasing behavior.
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Consumer Response: As consumer demand for a product increases, packaging becomes more influential in their decision-making process.
Key Functions of Packaging
- Information Transmission: Provides essential product details like usage instructions, transport info, and disposal guidelines.
- Physical Protection: Prevents damage during transport and handling, such as egg cartons for fragile goods.
- Transportation Aid: Facilitates safe movement of products from manufacturer to consumer.
- Communication: Visually distinguishes the product, conveys emotional messages, and reinforces brand identity.
- Display: Showcases the product in an attractive manner to encourage sales.
- Marketing: Plays a significant role in promoting the product and influencing consumer purchase behavior.
- Brand logo
- Company logo
- Manufacturer details
- Address
- Net content
- Benefits
- Weight
- Ingredients
- Usage/Dosage instructions
- Expiry date
- Barcode
- Halal logo (if applicable)
Packaging Design as Communication
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Visual Problem Solving: At its core, packaging design is about solving design problems through creative thinking. This involves conceptualization, rendering, and technical design.
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Expression Tool: Packaging uses physical and visual elements to communicate emotional, social, and cultural messages that resonate with the target audience.
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Designer’s Role: Designers must oversee the entire process—from design to production—ensuring that consumers clearly communicate and understand the concept and message.
Design Process (Structure)
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Planning:
- Mission Statement: Define the purpose, goals, and motivation behind the design.
- Identify Market: Understand the target audience (age, gender, culture, etc.).
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Key Questions:
- What is the budget?
- What is the design's purpose?
- Who is the intended audience?
- What information needs to be included?
- What image should the packaging project?
- What are the printing specifications?
The packaging design process for a client:
(Mission statement)
- ask for their budget
- for what occasion
- brand logo placement
- target market
- purpose
- what kind of image?
- printing specification
- information wants to be included
Understanding Packaging Design: Principles and Techniques
Introduction to Packaging Design
Packaging is often the first touchpoint for a brand, making it a critical aspect of marketing. With 70% of purchase decisions made in-store within seconds, compelling packaging is key to standing out. Successful packaging aligns with a brand's identity, appeals emotionally to consumers, and fosters loyalty through repeat sales.
Six Core Principles of Packaging Design
Discovery
- Analyze competitors, market positioning, and brand strategy.
- Understand where your product stands and the vision for growth.
- Factors like personality, distribution, and values play a key role.
Simplicity
- Answer three questions:
- Who am I?
- What am I?
- Why am I relevant?
- Simplify design for clarity and distinctiveness. Shape and minimalism help products stand out.
Emotional Appeal
- Use colors, typography, and imagery to create an emotional connection.
- Sensory cues evoke subconscious feelings, driving desirability and purchase intent.
Honesty
- Ensure authenticity. Misleading designs damage trust and sales.
- Align the product's reality with consumer expectations.
Extensibility
- Plan for product range growth. Design packaging adaptable for new additions.
Encouraging Repeat Sales
- Harmonize design elements for a cohesive, attractive package that fosters loyalty.
Exploring Packaging Techniques and Structures
Shopping Bags
- Examples: Euro-style bags with reinforced tops, pleated designs reflecting innovation, and die-cut handle bags for simplicity.
- Importance: Reflect brand identity through tactile elements and visual cues.
Rigid Boxes
- Common in luxury packaging due to their durability. Examples include collapsible triangle boxes and drawer-style constructions.
- Feature: Customizable linings and structural integrity.
Folding Boxes
- Cost-effective and versatile for retail shelves. Examples: Angled side boxes and pillow boxes.
- Benefit: Easy to collapse and assemble.
Gift Card Carriers
- Focus on enhancing the gifting experience. Examples: Tri-fold designs and surf-inspired carriers like the wave strip.
- Key: Combine aesthetics with functionality to create value.
Key Takeaways for Designers
- Combine creativity with practicality: Designs should be visually appealing, user-friendly, and future-proof.
- Test before finalizing: Always prototype to ensure dimensions, proportions, and usability align with the design vision.
- Innovate responsibly: Balance unique aesthetics with material efficiency to minimize waste.
For inspiration and additional templates, refer to the detailed dielines provided by Design Packaging Inc., an industry leader in structural design.
INSTRUCTIONS
As part of my Packaging and Merchandising Design module, we were assigned to choose an existing product and conduct a case study on its packaging. I decided to focus on Pocky, one of Japan’s most iconic snack brands. It is known for its biscuit sticks coated in delicious flavors like chocolate and matcha. Pocky’s global appeal and innovative packaging made it a perfect choice for this task.
TASK 1A: CASE STUDY
Brand Overview
Pocky, created by Ezaki Glico in 1966, is more than just a snack—it's a cultural icon. The brand has expanded its reach across Asia, North America, and Europe, appealing to a wide range of consumers with its playful and vibrant packaging. What’s fascinating is how the brand balances simplicity with boldness, keeping the design modern while still being recognizable.
Overall Design
Pocky’s packaging is minimalistic but striking. Each flavor is represented by a bold color, which makes the product instantly stand out on the shelf. The design is clean, with a strong focus on the biscuit sticks themselves, showcasing the coated portion in an appetizing way. I love how the logo and typography maintain a youthful vibe that appeals to younger audiences, while still being easy to identify in any market. Seasonal or limited-edition packaging also incorporates fun designs, including anime characters, which add to the brand’s appeal.
Ergonomics
The ergonomic design of Pocky’s packaging really stood out during my research. Each box is slim and compact, making it easy to carry around, and the individual sachets inside make portion control super convenient. This feature not only keeps the biscuits fresh but also makes it easy to share with friends. The box has perforated edges, which means it's easy to open without hassle. Plus, the sticks are designed to avoid getting your hands messy since only part of the biscuit is coated.
Usability
In terms of usability, Pocky’s packaging is highly functional. The lightweight box is easy to store and transport, ensuring the product is not damaged. Clear labeling of flavors and nutritional information helps consumers make informed choices. The fact that each flavor has a distinct design further enhances the user experience by making it easy to differentiate between them.
Target Audience
Pocky mainly targets younger consumers, particularly Gen Z and Millennials. This makes sense given its playful, colorful packaging and the brand’s social media presence. The packaging design reflects a fun, carefree personality that appeals to people who love to snack on the go. Collaborations with pop culture brands and anime also show how well Pocky understands its audience.
Final Thoughts
Overall, Pocky’s packaging design is a great example of how a brand can create an emotional connection with consumers through thoughtful, functional, and aesthetically pleasing packaging. I’ve learned a lot about how important it is to combine practicality with strong branding to create an unforgettable product experience. Pocky’s consistent branding, paired with its ability to evolve for different markets and trends, keeps it relevant and loved worldwide.
This first task really gave me a better understanding of how packaging isn’t just about protecting the product but also about creating a memorable and enjoyable experience for the customer.
TASK 1B: BOX MAKING
We are required to choose 2 loose items. The size of the items should be 300mm at maximum. We need to design a box for each item. Consider purpose of packaging when designing the box.
For the first design ideas on packaging for a loose item that i picked was a scented candle from BATH & BODYWORKS and a TOBOCO Facial cleanser. Icreated the layout and the full view of the box.
REFLECTIONS
FEEDBACKS:
Week 4: - create a few sketches for week 5 to finalize and choose which design to proceed with Week 3: - try to measure out the size and do a small prototype - make sure the measurements are aligned and correct - do not need extra uneccessary flaps - proceed to finalise and submit to DRIVE - update blog Week 2: - have a purpose on creating a packaging - make sure to have information context on the box - do not make a complicated design - update blog Week 1: - slide is lacking of product competitor - update the slide and reupload into the drive
OBSERVATION:
During the Packaging and Merchandising Design module, I undertook the task of designing boxes for two loose items, starting with a scented candle from Bath & Body Works and a TOBOCO facial cleanser. After receiving feedback, I realized these items weren't suitable for my project in terms of packaging design's purpose and function. Consequently, I pivoted and selected new products: printed socks and a fruit-shaped wax candle, which were approved by my lecturer. I also created a prototype for the wax candle box, which gave me hands-on experience with measurement and construction, despite encountering some issues with accuracy and sizing.
EXPERIENCE:
Through this process, I observed that packaging design is much more than creating visually appealing structures; it involves careful consideration of functionality, measurements, and user experience. The initial mistakes in measuring the prototype highlighted the importance of precision in design, especially when transitioning from digital layouts to physical models. This experience also reinforced how crucial it is to choose products whose packaging serves both aesthetic and practical purposes. I learned that product dimensions, material functionality, and packaging purpose need to be aligned for successful execution.
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