Packaging & Merchandising Design - project 1

Packaging & Merchandising Design - project 1

Week 4—10

Ke Bo Zhi / 0362533

Bachelor of Design (Hons) in Creative Media 

project 1

INSTRUCTION

LECTURE

Packaging and Branding

Packaging is the container for a product – Cover the physical appearance of the container and including the design, color, 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.

Consistency in Packaging and Branding

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.

Differentiation Through Packaging and Branding

Differentiating through packaging and branding is crucial as it makes products and brands easily identifiable in the marketplace and can provide a competitive edge. When a product is similar to others on the market, effective packaging and branding can be the decisive factor in persuading a consumer to select one brand over another. Some ways that companies can differentiate through packaging and branding includes:

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.

Emotional Appeal through Packaging and Branding

Emotional appeal in packaging and branding involves using design elements to elicit emotional responses from consumers. This strategy can foster a deeper and more enduring relationship between consumers and a brand. A study indicates that appealing packaging can provoke various emotions, including impulsive buying, even in customers who initially had no intention of purchasing. Attractive packaging designs can quickly evoke positive and rewarding emotions, significantly influencing consumers' purchasing decisions. Some ways that companies can use emotional appeal through packaging and branding includes:

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.

Product

Glasses 

• Easily broken
• Lenses are prone to dirt such as fingerprints

Figure1.1 ：Glasses

Tool pliers

• Rust easily
• The pliers may be damaged when dropped
• unportable

Figure1.2 ：Tool lead

Packaging graphic design

Figure1.3 ：Draft I

Figure1.4 ：Draft 2

picture of real products

Glasses 

Figure2.1 ：Box 1（inside）

Figure2.2 ：Box 1（outside）

Figure2.3 ：Box 1（combine）

Figure2.4 ：Box 1（front）

Figure2.5 ：Box 1（back）

Figure2.6 ：Box 1（side）

Figure2.7 ：Box 1（opening）

Tool pliers

Figure2.8 ：Box 2（front）

Figure2.9 ：Box 2（back）

Figure2.10 ：Box 2（side）

Figure2.11 ：Box 2（opening）

Figure2.12 ：Box 2（combine）

final outcome

PDF

Glasses 

Tool pliers

BOX

Glasses 

Figure3.1 ：Box 1（inside）

Figure3.2 ：Box 1（outside）

Figure3.3 ：Box 1（combine）

Figure3.4 ：Box 1（front）

Figure3.5 ：Box 1（back）

Figure3.6 ：Box 1（side）

Figure3.7 ：Box 1（opening）

Tool pliers

Figure3.8 ：Box 2（front）

Figure3.9 ：Box 2（back）

Figure3.10 ：Box 2（side）

Figure3.11 ：Box 2（opening）

Figure3.12 ：Box 2（combine）

FEEDBACK

Pay attention to whether the lines and format of the packaging design are reasonable, and then you need to use different colors to mark the creases of the packaging after completing the draft.

REFLECTION

Experience

The experience of this mission was very strange. At the beginning, the drawings I designed were not suitable enough to fit my items when cutting. I completed this task after the redesign, and the items fit perfectly with the packaging box.

Observation

Through this exercise, I got to know a lot of different box drafts, all of which were used for different scenarios and functions. This assignment gave me the opportunity to get to know a variety of packaging designs, which was of great help to me, allowing me to understand different packaging uses and production methods.

Findings

Through this exercise, I discovered many ways to fold boxes and tips for package cutting. The first time I saw the cutter I was shocked by its huge size and after looking it up on the Internet I understood how it worked. This mission also opened my eyes, let me harvest a lot of results.